Sites built on top of content management systems have become very common. WordPress and Drupal sites seem to be the default for most trainers, consultant, and professional coaches. However, many sites that are created with a content management system fail to serve as a templating system because they don’t render pages or posts appropriately. It’s not uncommon that we receive
Read moreMost people engage in social media to interact with a target market and gain a following. Often times, generating that interest is easier said than done. Valuable commentary and content is a prerequisite to gaining a valuable following but beyond that, sharing should be made easy on your audience to broaden your reach. The unique power of social media is
Read moreIt’s not uncommon for us to run into a trainer, consultant, or professional coach that says, “I’m putting a lot of effort into marketing and I’m just not seeing results.” Sometimes the effort is questionable but many times there is a legitimate marketing campaign being rolled out with little to show for it. If you have a well-constructed campaign but
Read moreThere are countless tools that can be used for digital marketing. Just finding and selecting the right mix can be arduous, but to further complicate all of these options, many of the systems offer overlapping features which may or may not be useful. In planning a system for digital marketing, make a list of criteria and try to simplify the
Read moreDigital marketing’s goal is to bring in leads or sales so it’s important to know how you are collecting that data. However, it’s common for trainers, consultants and professional coaches to put little thought into how their marketing data is collected let alone have a strategy behind it. Sales and lead data can be collected in a lot of ways
Read moreEvery marketing campaign should have clearly defined key performance indicators (KPI) that are completely within the control of that marketing campaign. For instance, a KPI could be registrations for events, requests for more information, RFPs, or sales from an online store. Those KPI’s should then be assigned target numbers that serve as a benchmark to gauge performance. Any changes or
Read moreComparing disparate data doesn’t provide a lot of valuable insight. However, this sometimes happens when trainers, consultants, or professional coaches try to rush the numbers to get trend data. Here’s a common example we might run into. An industry standard of a metric, like search engine hits to a website, is used as a comparison to gauge the effectiveness of
Read moreEveryone needs a chance to get away from work for a while. However, when it comes to trainers, consultants, and professional coaches, one person’s vacation can become a vacation from the firm’s marketing. With some planning and effective use of available digital marketing tools, there is no reason that vacation schedules should result in a lull in marketing. Typically the
Read moreIt’s great to understand your audience and the personas of your target market. It’s equally important to know how these audiences interact and make sure that an agenda to engage one group does not alienate another target group. As marketing campaigns are planned, it’s important to identify which channels might cross audiences and ensure that the messaging to one audience
Read moreEach email in a marketing campaign should have a singular purpose and drive toward that singular purpose. That’s not to say that there might not be a secondary or tertiary focus, but there should not be confusion on the primary thing that the email is offering the audience. There definitely should not be ancillary information thrown in with no discernible
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