The skills we teach deliver real ROI.

August 2013 archive

Google Analytics in Real Life: Landing Page Optimization

A couple years ago, Google produced a series of videos titled “Google Analytics in Real Life”.  These hilarious videos explain the common frustrations of website visitors played out in real life scenarios.

The following video addresses interruptions to the conversion process caused by distractions on your landing pages:

You too can avoid causing this same confusion on your site. In our 3-day Mastering Google Analytics Course you will learn to leverage Google Analytics to better track and optimize your site.


Why Should You Get Your AdWords Certification?

Some people argue that there is no point to going through the AdWords certification process and becoming a Google AdWords certified individual. We beg to differ. There are several benefits to getting your Google AdWords certification, and we’d like to touch on just a few.

Enhancing your PPC account performance – Enhancing account performance is a central feature of the new AdWords Online Training site. Helping advertisers get good results from AdWords is in Google’s best interest. To serve this interest they have live training Webinars that are completely free. Participants in these Webinars can engage in a live Q&A. This is a great opportunity to ask questions and have them answered by experts. It also aids in preparing for the exam.

Learning about new features -In order to pass the professionals exam, it is necessary to be familiar with all the features of AdWords. Topics such as Conversion Optimizer, Website Optimizer, Google Analytics, the Content Network, and more are discussed on the AdWords Online Training site. A good way to learn about all the different features of AdWords while simultaneously preparing for the exam is working through the AdWords Online Classroom. (more…)

Acquiring New Business

The Differences Between a Lead and a Referral

I often hear the terms lead and referral used in the same context when, in fact, they are two very different things. Both are used to acquire new business. Yet one far outweighs the other in its effectiveness in getting closer to a sale. Entire marketing campaigns are built around finding new business using leads. Likewise, sales processes build in methods for finding new business using referrals. One method, leads, works off volume while the other, referrals, works off quality.

So what’s the difference between a lead and a referral and how should a company and, more importantly, a sales person take advantage of each? Additionally, why is it important to distinguish between the two? To begin with, a lead and a referral should be treated with different priorities since a referral is at least one step closer to the prospect than a lead. In other words, leads are strangers, referrals could be prospective customers. If a sales rep receives a lead, he shouldn’t treat it like a referral. And more importantly, if he receives a referral, he shouldn’t treat it like a lead because referrals have a higher priority than leads. Knowing the difference between the two is vital to knowing how each should be handled by a salesperson. (more…)

Leadership & Internet Marketing: A Personal Journey Continues

I continued my journey to earn my Executive Certificate in Internet Marketing – the only university-recognized professional certificate program of its kind through a partnership between ASPE-ROI and Saint Louis University’s AACSB accredited John Cook School of Business – and attended a virtual session of Social Media Boot Camp, which took place via WebEx and was taught by Bobby McDonald (@bobbymcdonald), a social media strategist.

The course attracted four of us, and although it was smaller than average given that August is a big vacation month, it allowed extra time for engagement and interaction with each other and the instructor. A diverse group of professionals, we were not only able to connect from locations throughout the country –including Philadelphia, Denver, New York City, Charlotte and Raleigh –but able to bring unique perspectives to social media through completely different lenses. We represented different industries – a solutions provider of columns for chromatography scientists, a nonprofit association, a recruiting / philanthropy firm and a marketing consultancy.  We also have varied functions in our respected organizations from marketing and program administration to human resources and executive management. (more…)

How Social Media Can Replace Your PR Team

Quick quiz: Butter is to bread as social media is to … any guesses?

Yes, PR. Good job for reading the title. Public relations, or the more euphemistic business communication, and social media are a match made on eHarmony. PRoper communication is a business PRerogative, and social media is PRimed for exPRession.

But wordplay aside, is it possible to replace all your PR tools (meaning pitch letters, media lists, press conferences, etc.) with Twitter and company? If you’re a small business, I argue that yes, you can. You’ll still have to hammer out the occasional press release, and your media lists will become blogger lists, but social media harnesses the power to do everything else. And because of its low—read free—price, it’s very economical as well. (more…)

Web Seminar Recap: How Do I Use Google Plus?

Google Plus (or G+) recently became the second largest social network in the U.S., and yet it still seems as if no one is using it. Or are they? In reality, many online functions revolve around G+, including Google Reviews and YouTube. Should you go now and update your G+ profile, ensuring you add content each day? Not necessarily, but there are steps you can take to maximize the benefits G+ will offer you.

On August 14th Joseph Havey, Director of Social Media for the Triangle-based Shelten Media, LLC, a start-up company specializing in social media marketing, presented the free seminar, “How Do I Use Google Plus?” In this one-hour presentation Joseph covered the following:

  • Why the social network is so large and what that means for you as a marketer.
  • What G+ offers that other social media platforms do not.
  • How a business can utilize the network’s advantages.
  • What type of content is best suited for G+.
  • Programs and apps that will help you manage your G+ presence.

You can listen to a complete recording of this presentation at Select “View Event Recordings” in the top right corner.  You can also download your own copy of the presentation by visiting our Web Seminar Archives.

For more in-depth training on Google Plus for Business, check out “Google Plus for Business: Getting Started.” This one-day, hands-on course will introduce you to the rich opportunities of Google’s social network and how to take advantage of them.


A Deep Dive into Google Online Marketing: SEO, AdWords and Analytics

I started my journey to earn an Executive Certificate in Internet Marketing from ASPE-ROI, which is accredited by Saint Louis University, with the three-day Google Online Marketing Boot Camp. The course was held at Dynamic Worldwide Training Consultants’ facility in Cary, N.C., and taught by digital strategist and owner of Dijital Farm, Jon Parks (@JonParks).

The course was intense, interactive and intriguing even for a senior marketing executive and communications expert with more than 20 years of professional experience in the management, analysis, research and execution of strategic marketing plans for a variety of B2B, B2C and nonprofit clients. Much to my surprise, three of seven class participants travelled from Japan to take the course and visit the Triangle area.

My desired outcome from this Google Online Marketing Boot Camp was to ensure my digital marketing skills were up-to-date, as well as to deepen my knowledge about Search Engine Optimization (SEO), paid search tools and Google Analytics.  Mission accomplished!

Here are a few key takeaways and description of class experience.  (more…)

Using Social Media as Your Marketing Department

Boil away all the extraneous (but still very important) steps to launching a business, and you’re left with a two-step process. After the legal rights have been established, the employee handbook written, the contracts signed, the balance sheet created, you’ve got a business model that applies to every organization in the world:

1. Create a product or service.

2. Market it.

I firmly believe you can accomplish step two entirely through the use of social media. This is the one type of marketing in which the opportunity cost is not financial but temporal. However, given that you won’t be spending time designing fliers or setting up ridiculous banner ads, even that will be minimal. (more…)

Google Analytics in Real Life: The Online Checkout

A couple years ago, Google produced a series of videos titled “Google Analytics in Real Life”.  These hilarious videos explain the common frustrations of website visitors played out in real life scenarios.

The following video addresses the online checkout process and the problems people face logging in, entering those ridiculous security codes, shipping rates and more.

You too can avoid causing this same confusion on your site. In our 3-day Mastering Google Analytics Course you will learn to leverage Google Analytics to better track and optimize your site.

Value-Added Selling Part 5

Selling Benefits, Not Features

Last post I discussed engaging with your customer in part four of this five part series on value-added selling. In this final part of the series, I’ll discuss the importance of selling benefits instead of features, and how to present your solution — the right solution — to your customer.

The value you add to the sales situation is demonstrated in various ways, many of which we already discussed in previous portions of this series. However, it all comes together in the way in which you present the solution to your client. Let’s discuss exactly how this is done.

First, we must cover a simple lesson on features versus benefits since it is critical that you understand the difference, and many people get them confused. A feature is something you want while a benefit is something you need. For instance, when you go to a hardware store to buy a ¼ inch drill bit, is that what you need or what you want? You don’t need a ¼ inch drill bit. You NEED a ¼ inch hole, but you WANT a ¼ inch drill bit in order to make the hole. The salesman in the hardware store, in knowing what it is you actually need, can help address what it is you’ll ultimately want to buy. (more…)