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What Is Not Provided?

A while back my team of some really awesome people got together to figure out what our "mission" in life was for our company. Sure, we're in the business of creating and developing successful online marketing plans for our clients but is that really the purpose of our business. So, I started to do some studying and research and came across my friend, Peter Drucker. Well, Peter and I don't have a personal relationship but I do respect him although he doesn't know me from Adam. Drucker states that the purpose of any business is to "create customers", and that struck a cord in me. After all, if a business doesn't have customers than it's not much of a business. And, if a business wants to grow and succeed, it needs to constantly "create new customers". All makes sense.

The internet is a fantastic medium for generating business, but many sales leads generated through online marketing are closed offline in a more traditional sales process, particularly for companies providing services. While ecommerce has continued to spread its wings, it only makes sense for some businesses to close sales completely online. So, this article is about how to respond to leads generated through online marketing so you set yourself up to turn them into closed business.

People don’t like to be sold – they do like to buy. Consequently, I never recommend selling something to someone who either doesn’t need it and/or won’t get value from it. One of my sales and marketing theories is this – someone sells something when the need intersects with awareness. That is, when the need develops and the prospect is aware that your product or service might satisfy that need, you have a chance to make a sale. Conversely, if there’s no legitimate need, there’s no sale; and if the prospect with the need is not aware of your product or service, you won’t make the sale.

In this installment of “Back to the Basics,” I want to share with you one of my absolute favorite features of Google Analytics: Advanced Segments. (I realize the irony in spotlighting a feature that uses the word “advanced” in a segment called “back to the basics” - just roll with me here).

The following post was recently featured on WorkIt Richmond, an email newsletter and website catering to small businesses in the Richmond, Virginia area.

In my previous article I showed several ways to measure the effectiveness of your site using web analytics. Now we want to apply those same lessons to our online marketing campaigns.

Business networking, whether it is online and/or in-person, is a very powerful way to increase your brand awareness and credibility especially if you are in the business of selling and marketing to other businesses. Besides knowing your business and your competitive advantages, it is important to set goals of what you want to achieve through business networking.

The Audience Overview report is the first page we see upon opening our Google Analytics. But what do all these numbers mean and why should we care?