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Ok, I admit “I remember the days before we had the internet.” Marketing seemed so much easier. But, time to live in today’s reality so let’s start with some well documented facts:
• Over 170 million individuals on the internet daily in the U.S.
• Today, 79% of all internet users watch video. In March 2009, this amounted to 14.3B (yes, Billion) videos viewed in the United States alone.
• An estimated 100 million individuals have mobile devices with internet access – and yes, they are watching video.
Armed with these facts, now what do you do? Start by answering these questions:
• Do you have an exciting engaging user friendly website?
• Will your website infrastructure get along with all the web crawlers for purposes of search engines?
• Are you engaging your visitors and helping them to take action?
• Can you demonstrate ROI of your marketing dollars?
• Have you engaged in Social Media of any form?
• Have you established the metrics you want to measure?
• Are you tracking them so as to demonstrate cost to acquire a customer, cost to retain a customer, total cost per marketing program?
• Where are your customers coming from?
Does it really make sense for you to spend thousands of dollars on a pay per click campaign to drive hundreds of people to your website IF you only need 50 truly interested people who want or need your product or service?
It is my experience that there is a very large opportunity for most businesses to do more with less of a marketing budget. The key is focus! Focus on the customers you have and how to capture their information. Focus on your dollars spent to acquire and retain clients. Focus on metrics. And last but not least, realize that video is here to stay awhile and that it engages and tells your measure much more effectively than a downloadable pdf or word document. And it is now very affordable.
~Lisa Feeley
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