"My Marketing Werx"


Navigating LinkedIn Endorsements


Congratulations, You Have Been Endorsed On Linkedin
The funny thing is the endorsement was more than likely not on one of your key strengths. Or worse yet, the colleague who endorsed you may not be as familiar with that particular talent, skill, or ability and could have helped you out more with a different endorsement.

Welcome To The World Of Linkedin Endorsements
While a great idea, the way that you are most likely to experience the endorsement function can easily lead you and your colleagues down the wrong path.  You view a colleague’s profile and LinkedIn asks you at the top of the page if that person has a specific set of skills or expertise.  Trouble is, it is a random set of their stated skills and expertise.  Then when you do endorse them, other colleagues show up with only one skill or expertise to endorse.  You select the ones you know and are off to other things.

Be Kind And Recognize Your LinkedIn Colleagues
When you see an endorsement request, click on their profile link or photo and scroll down to their Skills & Expertise section.  Then simply click on the “+” signs to place your endorsements.  And don’t forget to scroll down a little further to capture what “[Name] also knows about…”  Doing 2 or 3 of these each time you are in LinkedIn will also help your connections in the eyes of their colleagues as well as LinkedIn.

Share This Tip With Your LinkedIn Colleagues
They will appreciate you caring enough to take a few seconds to endorse how you really know them. Those who rely on these endorsements to see if they want to connect with an individual will gain a better sense of their credibility.  And sharing this tip with your colleagues will let them know how important they are to you as a colleague, friend, classmate, etc.

What LinkedIn processes work well for you? Feel free to comment and let us know what you think.

Next:
Does Google Think You Are Wearing A Black Hat?

A marketing professional and guru with over 20 years of experience in target and online marketing, project management, and marketing operations; Kathy Swanson leads the Integrated Marketing Werx team to realize her passion of providing the right strategies, techniques, technology, and expertise for our clients’ marketing teams’ ongoing success.
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Posted by Kathy Swanson, Integrated Marketing Werx on 7th March, 2013 | Comments | Trackbacks | Permalink
Tags: Integrated Marketing Werx, Kathy Swanson, credibility, social media profiles, LinkedIn, endorsement

Online Marketing Myth #1: “Brochure-Ware” Is Less Expensive For My Business Than Integrated Website Systems


We hope you have enjoyed this series of online marketing myths that are still prevalent throughout business.

And now for my favorite:


Myth #1: “Brochure-Ware” Is Less Expensive For My Business Than Integrated Website Systems

This one reminds me of the waste of effort so many “transactional” sales people fall into vs. their counterparts who understand the value of service, time, total cost/return of their efforts, and relationships which results in them becoming top producers.

It all comes down to time, money, and resources.  “Brochure-ware” websites are essentially a set of online print flyers.  In many cases businesses spend good money as well as their time and resources for these sites and their upkeep, which in most cases do not utilize core elements of effective marketing. Worst case are those, which all of us have seen, such as mid-tier companies who do not have any call-to-action or contact information.

For those companies that piece-meal on widgets to be able to use forms, accept purchases, or use separate email systems, we start encountering additional time and resource costs. 
  • Who is going to keep up with the form emails and copy and paste the information into Excel, SalesForce, or whatever is acting as your separate database system so that actions can be taken?  
  • How do you know what happens after someone clicks through on an email and how that action translates into actual revenue or do you just do without? 
And these are just standard activities that anyone with an online system has to address before they even think about supporting a growing company.

Having a system that only the web developer or IT department can keep fresh or having to hire someone who knows how to code in HTML (and likely has no understanding of marketing) results in business risks; especially when such resources have limited availability.

Then there is lost opportunity.  When it takes days or even weeks for someone to respond to your prospective clients or customers because your online/offline process is broken; your competition just received a gift from you that threatens the long-term viability of your company or organization.

Fortunately, the availability of affordable integrated online platforms has been emerging over the last several years.  These systems are database-driven with integrated functionality that allow the business to not only attract ideal visitors; when well designed to the business’ target market, they can allow marketers to create a series of actions and responses (we call a “dialog”) between the visitor and business that result in higher likelihood of purchase and consumption behavior over time (we call a “relationship”.) 

The beauty is that advances in technology have helped bring the costs down so that more and more growing small and mid-tier companies can compete with Fortune 500 companies using these types of systems.  In addition to creating a better customer experience, there are significant time and resource savings for your team; allowing them to work on the really important marketing initiatives.

After over 20 years of helping growing companies implement and use the right marketing technologies and strategies to fit their business and helping them work with what they have right now so they can migrate to better solutions, I have seen an amazing spectrum of myths and challenges – majority of which can be overcome.  I hope you enjoyed these insights and that they help you make better decisions for your business or organization.

What are your favorite myths? 
Feel free to comment and let us know what you think.

Next:
Navigating LinkedIn Endorsements

A marketing professional and guru with over 20 years of experience in target and online marketing, project management, and marketing operations; Kathy Swanson leads the Integrated Marketing Werx team to realize her passion of providing the right strategies, techniques, technology, and expertise for our clients’ marketing teams’ ongoing success.

Posted by Kathy Swanson, Integrated Marketing Werx on 1st March, 2013 | Comments | Trackbacks | Permalink
Tags: target marketing, effective marketing, brochure-ware, database, Online marketing myths, Kathy Swanson, relevancy, integrated marketing platforms, ROI, Integrated Marketing Werx, functionality

Top 5 Online Marketing Myths -- Myth #2: Form Is More Important Than Function


Now for #2 of my favorite online marketing myths:

Myth #2: Form Is More Important Than Function

These days a professional designed, search engine optimized, and mobile optimized website is the standard.

Gone are the “print” days when the best design (in the eyes of a potentially biased decision maker) was the key requirement for your website.  In fact, effective websites are no longer focused on the products and services that one sells.  Rather, the best strategies have everything to do with what your ideal visitor is interested in and making it easy for them to buy from your company.

The days of relevancy and functionality are upon all of us in this global digital marketplace.  We live in a world of choices and you know from your own experience that if a website cannot let a visitor know in less than 2 seconds that they are at the right place, in less than 5 seconds that the business can help them, and in less than 2 minutes how so that they can take action; then that visitor has already left that site for someone else. It does not matter whether visitors are buying or consuming products, services, or information; consumers all have choices and are more deliberate than ever before.

What are your favorite myths?
Feel free to comment and let us know what you think.

Next week we will address
Myth #1: “Brochure-Ware” Is Less Expensive For My Business Than Integrated Website Systems 

A marketing professional and guru with over 20 years of experience in target and online marketing, project management, and marketing operations; Kathy Swanson leads the Integrated Marketing Werx team to realize her passion of providing the right strategies, techniques, technology, and expertise for our clients’ marketing teams’ ongoing success. 

Posted by Kathy Swanson, Integrated Marketing Werx on 22nd February, 2013 | Comments | Trackbacks | Permalink
Tags: ideal prospects, mobile optimized platforms, functionality, Kathy Swanson, relevancy, ideal customers, search engine optimized platforms, Integrated Marketing Werx, target marketing, Online marketing myths, integrated marketing platforms

Top 5 Online Marketing Myths -- Myth #3: SEO Services As An Add-On To Our Website Achieve Optimal Organic Search Results


Now for #3 of my favorite online marketing myths:

Myth #3: SEO Services As An Add-On To Our Website Achieve Optimal Organic Search Results

How many of us would leave the dealership without any tires and then buy after-market tires that were not designed for our vehicle?  Yet, so many businesses are told that this is how their search engine optimization has to be done.

For businesses that have a proprietary system that was built by a traditional web developer or are using any of the plethora of low/no cost DIY websites; those systems are not inherently designed for search engine optimization.  Such companies are inundated (as we all are) by the vast numbers of SEO service providers who come along and promise high search engine results while gladly charging hundreds or even thousands of dollars a month.

Meanwhile, the folks at Google are pretty intelligent and with the release of Penguin last year have (1) increased the relevancy of visitor searches and (2) tightened up their algorithms to help prevent black-hat and gray-hat techniques.  Google rewards systems and search engine strategies that exhibit characteristics that prove the website is relevant for a particular search; going beyond domain age, number of pages, freshness of content, etc.

Fortunately, affordable online marketing systems have been emerging that are designed from the very beginning to be search engine optimized and allow marketing experts to use techniques that make your website both Google-friendly and visitor-friendly – integral to the relevancy that attracts your ideal buyers to your business and retains profitable clients and customers.

What are your favorite myths? Feel free to comment and let us know what you think.

Next week we will address
Myth #2: Form Is More Important Than Function

A marketing professional and guru with over 20 years of experience in target and online marketing, project management, and marketing operations; Kathy Swanson leads the Integrated Marketing Werx team to realize her passion of providing the right strategies, techniques, technology, and expertise for our clients’ marketing teams’ ongoing success.

Posted by Kathy Swanson, Integrated Marketing Werx on 15th February, 2013 | Comments | Trackbacks | Permalink
Tags: relevancy, SEO, Kathy Swanson, Integrated Marketing Werx, ideal prospects, search engine optimized platforms, integrated marketing platforms, Online marketing myths, ideal customers

Top 5 Online Marketing Myths -- Myth #4: “Likes” Are Correlated With Revenue-Producing Business


As we continue to dispel some of the major online marketing myths; here is #4 of my favorites:

Myth #4: “Likes” Are Correlated With Revenue-Producing Business

You can think about it like you would any relationship; the fact that you knew someone in college or that you belong to the same organization does not mean that they will do business with you.  At the same time, “likes” and followers are an expression of interest which is a far more valuable metric than exposure opportunities (i.e., you have the opportunity for X million people to see your ad.)

What is correlated to revenue is how well you have targeted your communications through social media and integrated it with other efforts to be able to attract “likes” and participation from your ideal prospects and clients.  The ability to identify and measure the 20%+ of people who are likely to provide 80% of your profitable revenue is invaluable and worth doing especially in the expanding social media space.  The ability to tie that data to actual sales and loyalty so that you can focus more of your efforts on those niche targets is priceless.

What are your favorite myths? Feel free to comment and let us know what you think.

Next week we will address
Myth #3: SEO Services As An Add-On To Our Website Achieve Optimal Organic Search Results

A marketing professional and guru with over 20 years of experience in target and online marketing, project management, and marketing operations; Kathy Swanson leads the Integrated Marketing Werx team to realize her passion of providing the right strategies, techniques, technology, and expertise for our clients’ marketing teams’ ongoing success.

Posted by Katy Swanson, Integrated Marketing Werx on 8th February, 2013 | Comments | Trackbacks | Permalink
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Top 5 Online Marketing Myths -- #5 Return On Impressions


Myths prevail in every segment of life and online marketing has created more than their fair share as the industry has evolved. You probably encounter several of them quite frequently (or even daily) as you run your business or support your marketing teams.

To help dispel some of the major online marketing myths; here are some of my favorites:

Myth #5: ROI – Return On Impressions Is An Important Metric

This one just cracks me up!  An article in ForbesWoman last year received a lot of flak from real-world marketers who are used to regularly collaborating with entrepreneurs, CEOs, CFOs, and COOs to justify their marketing efforts and obtain budgets that support business growth.

Touting “Return On Impressions” as the “new ROI of social media and online branding”; this soft metric is similar to the ones used by billboard sales people.  Suggesting that “eyeballs”, perceptions, opportunity, and engagement in and of themselves have a direct impact on business revenues is confusing at best and leads to inaccurate decision-making at worst. While attempting to measure these factors is a valuable exercise, what the author is really talking about is the soft side of ROO – Return On Objectives, a term that has been around for ages.

At the same time, it no longer surprises me that so many people in the industry are still stuck in the “Mad Men” age of impressions and exposure; rather than the incredible world of tangible, measureable marketing initiatives that focus on meeting the interests and needs of their core markets.

Well done target marketing utilizes a process of various causes and effects over time to produce an intended (and profitable) result.  We commonly talk about relational (vs transactional) points of view with a focus on higher monetary returns on your investment per relationship rather than volume revenue based upon commodity sales. 

Interested in creating a new metric label that has some quantitative teeth and would be welcome in C-Suite discussions?
May I suggest ROR – Return On Relevancy and utilize already proven calculations that ensure it is highly correlated with hard ROI.

What are your favorite myths? Feel free to comment and let us know what you think.

Next week... Myth #4: “Likes” Are Correlated With Revenue-Producing Business

A marketing professional and guru with over 20 years of experience in target and online marketing, project management, and marketing operations; Kathy Swanson leads the Integrated Marketing Werx team to realize her passion of providing the right strategies, techniques, technology, and expertise for our clients’ marketing teams’ ongoing success.

Posted by Kathy Swanson, Integrated Marketing Werx on 31st January, 2013 | Comments | Trackbacks | Permalink
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Removing Marketing Resource Waste


This is not a call from the EPA; however, you can imagine (or know personally) the toxic effects that waste in your marketing processes can have on your resources, people, and business growth.

Here are a few that we help marketing teams and agencies overcome every day:

Not Letting Buyers Buy From You
This one tends to be the biggest barrier to effective business growth and use of resources (think: Return On Investment.)  The processes that are in place are broken and in many cases easy to see by others who are not as close to the problem. 

Unfortunately, those people are either decision makers within your company or people who would be buying from you if you made it hassle-free and simple to do so.

Buying behavior is a chain of predictable events, a series of interactions over time that produces specific (ideally profitable) results.  If your process is not optimized, people leave the system or buy from you in a way that is less beneficial for the both of you; resulting in wasted time, money, and resources.

Inconsistent Branding
What do your clients and customers see when they experience your company or organization?  Do they experience a consistent message, presence, and even mission when talking with your sales people, buying your products or services online or offline, or consuming your information? 

When people experience inconsistent branding, they have a disconnect that they have to cognitively address.  In fact, this disconnect happens on a neurological level in the reptilian and mammalian parts of the brain, which means that rational thought may not have the opportunity to intercede.

By providing your ideal consumers a consistent view of your business – no matter how complex it may be – you allow them a better change to smoothly go through the decision making process without going into “flight or fight” mode.  Not only do you get to keep their attention, they go through the sales process faster.

Lack of Marketing Automation
How many times does a member of your marketing team, sales, and/or administrative staff have to touch a communication from your prospect or customer in order to provide a response?  A classic example is the online form that happens to have been filled out by your ideal prospect whose information is stuck in an email in someone’s email box, may be copied and pasted into some sort of database, is eventually looked at critically to determine the best way to nurture the potential customer and, worst case, is never used. 

This self-selected group of people who have taken the time to provide you any information are interested in possibly doing business or continuing to do business with you.  And in this digital world, they are more likely to do business when they receive a timely response.

Marketing automation such as segmented trigger responses and integrated database systems not only dramatically eliminate resource intensive processes so that your team can better concentrate on more value-added initiatives.  It also allows you to collapse the sales process timeline significantly and even use target marketing techniques to provide the right communications to the right people at the right time, based upon the interests and needs your recipient has already given to your business.

What are your top marketing waste areas?

A marketing professional and guru with over 20 years of experience in target and online marketing, project management, and marketing operations; Kathy Swanson leads the Integrated Marketing Werx team to realize her passion of providing the right strategies, techniques, technology, and expertise for our clients’ marketing teams’ ongoing success.

Posted by Kathy Swanson, Integrated Marketing Werx on 15th January, 2013 | Comments | Trackbacks | Permalink
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Handling Device Envy During the Holiday Season


‘Tis the season and many are likely to receive a new device during the holidays; whether it is a new smart phone, tablet, ultrabook, laptop, or even desktop computer that could be beneficial for your business needs.

Whether you are buying that device yourself, through your company, or receiving it as a gift; here is a checklist that can help you save money and make better choices:

Does It Need To Be Purchased Now?
Many technology companies reduce their inventories in January and with the incredible speed of innovation these days, the next generation of devices will be released in 3 months.  Both of these factors will likely reduce the cost of the device you have had your eye on for months.  

What Are Your Requirements?
Ask yourself what you will be using this device for over the foreseeable future (at least 18 months.)

For example, I use my smart phone to update client website content, send email campaigns, manage social media, as well as ensure that I have any necessary documentation with me at all times.  Whether I use a tablet, ultrabook, or laptop; it has to have enough power to do everything I do on my desktop including those memory-hogs of all time Photoshop and Adobe Creative Suite.  For me, a device without a keyboard and with insufficient memory would make me less effective and efficient with my time, which takes away from serving my clients and having work-life balance.

What Are Your Wants vs. Needs?
We all enjoy the “bright and shiny” features that come with any device; however, I would challenge you to match the benefits and functionality with your personal and business needs as first priority.  For example:
  • Do you need the front and back facing camera and for what purpose?
  • Is that purpose a revenue generating activity or even a dependency to doing what you do more effectively? 
  • Will the touchscreen get you there faster or is it just cool?
  • Do you share a lot of information that would justify having “near field communication” capability by tapping devices or would a free cloud app serve your needs just as well?
Change The Form Of Your Gift
If a particular device would be the perfect item to help you be more successful in 2013, consider letting your family and friends know that a gift card would better help you towards that goal.

Here’s To Your Continued Marketing Success And Making 2013 The Best Year Yet!

A marketing professional and guru with over 20 years of experience in target and online marketing, project management, and marketing operations; Kathy Swanson leads the Integrated Marketing Werx team to realize her passion of providing the right strategies, techniques, technology, and expertise for our clients’ ongoing marketing success. 

Posted by Kathy Swanson, Integrated Marketing Werx on 20th December, 2012 | Comments | Trackbacks | Permalink
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Introducing “My Marketing Werx”


Over the last several years, tremendous advancements have been made in the online marketing industry, not only in the social media space, but also in the ability to relevantly target and streamline marketing activities for better results.

We continue to see positive opportunities for businesses to be more effective and, with our ability to provide affordable, profitable marketing options to accelerate our clients’ business growth, in 2011 we changed our name to Integrated Marketing Werx.

As We Enter 2013…
…what are your challenges, growth plans, and ways you can better serve your clients, customers, and/or constituents?

We Believe That It Helps To Have The Right Tools, For The Right Job, At The Right Time 
To provide you marketing perspectives, insights, and information that could be of use to you and your organization; we are introducing “My Marketing Werx” because we want you to be able to say this phrase more often.

Whether it’s providing marketing expertise for any size project, implementing online marketing systems, or managing online marketing campaigns to take our clients’ businesses to the next level; at Integrated Marketing Werx, we are all about helping companies and their agencies thrive and grow.  “My Marketing Werx” is another way we serve our clients, colleagues, and communities.

If you find our information informative, feel free to pass it along with our Forward to a Friend links.

Not a subscriber yet?  Simply fill out the Contact Us form to sign up.

And any time you wish to update your preferences, just click here so that we can provide you relevant information for you and your business.

Wishing you an amazing holiday season and a prosperous New Year!

Kathy Swanson, MBA - Integrated Marketing Werx
Kathy Swanson, MBA
Integrated Marketing Werx
A marketing professional and guru with over 20 years of experience in target and online marketing, project management, and marketing operations; Kathy Swanson leads the Integrated Marketing Werx team to realize her passion of providing the right strategies, techniques, technology, and expertise for our clients’ ongoing marketing success. 

Posted by Kathy Swanson, Integrated Marketing Werx on 14th December, 2012 | Comments | Trackbacks | Permalink
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