Floyder – – Should it be Digital or Analog?

I heard him. And, I understood what he said. I did not, however, have any idea what he was talking about. Unfortunately, this seems to quite often be the case when Jim and I get together. He is a wonderful person, and a true and loyal friend. But sometimes he is just a tad out of step with the rest of the world. I used to think it was just with me, but I have discovered that it’s with everyone. The problem is, I have surmised, that typically Jim only shares half of what he is thinking at any given time. So, while it usually only takes a minute, it is wise to get the whole story from him before responding.

“Jim,” I began slowly, making sure he would stay with me, “should what be digital or analog?’

“Why, the watches!”

We were almost there, but I still wasn’t sure what he was talking about.

“Watches? What Watches?’

“You know. You told me to be sure to add a free watch, and I just want to know which kind to buy.”

A-ha! Now I knew what he was talking about. The day before I explained to him that Randall Mains and I had been talking about the importance of “adding a free watch” when doing an Online Ad. Randall shares this concept with his clients as an excellent Online Marketing Tool. It is but one of the many Internet Marketing Ideas that Pathmaker advises their clients to incorporate, and since Jim knows that I often work with Randall, he frequently picks my brain in regard to Small Business Marketing Strategies. Jim and I had been discussing Business Marketing Promotion Online, and I had mentioned that it is often wise to give a “free watch.”

“Jim, the ‘free watch’ doesn’t really have to be a watch,” I said with a smile.

I immediately knew I had lost him. He gave me a look as empty as his glass, so I ordered another round of colas and began to explain.

“Jim, people often need extra motivation to buy something – – even when it is something they want or need. The ‘free watch’ concept is to provide them with a free gift that will push them over the top, if you would, to purchase that which they are considering.”

“Ohhhhhhhhhh. What else can you use, and how do you know what to choose.”

“Well, I’ll answer the second part of that question first. When choosing your free gift, make sure that it doesn’t eat up all of the profit you will realize when making your sale. A good rule of thumb is the gift might cost you five to ten percent of the profit realized.

“Now, the gift should relate directly to what you are selling and your target market. For example, if you are going to feature a new fishing rod in your ad, you would not want your gift to be a free Bible Study, for example.”

“I see. So, my free gift should be something sportsman would be interested in?”

Jim was following the conversation extremely well!! As the owner of an independent sporting goods store, sportsmen were, in fact, his target market.

“Yes, but you should try to make it more specific to the exact target market you are hoping to reach. In our example about the fishing rod, it would be better to give a free fishing lure than a free duck call. While fishermen and duck hunters are both sportsmen, the fishermen don’t have to be duck hunters, so the free duck call might not push them over the top.

“So, the free gift is always an item?”

“No, not necessarily. A really good ‘free watch” is to offer free Shipping and Handling. Also, ‘how to’ manuals are excellent free gifts.”

“Hmmmm. With the fishing rod, a manual on how to tie your own flies would be better than one giving five easy steps to building a duck blind?”

“By Jove ”, I thought, “I believe he has it!”

“Any other questions?” I asked, wanting to make sure he had a full grasp of what I had shared.

“Just one. Should they have straps or bands?”

Sometimes Jim has a one-track mind with a narrow gauge!!!!

Pathmaker Marketing exists to find you ways to win on the web. Give us a call in Phoenix at 623-322-3334 if you’d like our help with Internet Marketing Ideas that can help your business grow.

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Floyder – – Google Says I’m a Nudist!

As usual, Jim’s loud proclamation got everyone’s attention. I had just raised my glass of cola to my lips when Jim burst through the door – – literally!, and laid his statement on me. I was mighty parched, but knew that Jim’s need was obviously greater than mine, so I put my glass down and swiveled to face him. 

He looked awful. He was perspiring profusely, though it wasn’t all that warm out. The rivulets of perspiration that had flowed from his forehead to his chin had left little trails of grime, and his eyes were as large as saucers. I noticed it had become as quiet as an abandoned mortuary, as everyone in the room strained their ears to see what Jim was going to say next.

“Jim, let’s go over to a booth and discuss this.”

He started moving with me, but he didn’t wait until we got there to continue. And, he didn’t tone it down any, either.

“Floyder, I swear to God I’ve never removed my clothes in public. I mean, I’m considered one of the pillars of the community! Good Lord, what is Martha going to think if she reads this.”

“Jim . . . JIM!!, “ I fairly shouted, until I got a look that reassured me he was finally back with me. “Jim,” I began more calmly, “what the smash are you talking about?”

“You gotta help me, Floyder. There must be something you and Randall can do.”

Jim was alluding to Randall Mains, co-owner of PATHMAKER MARKETING, a firm that specializes in Internet Marketing and Premier Blogging Services, as well as other Internet projects ranging from Online Fund Raising for Non-Profit Marketers to Search Engine Optimization Services. For the life of me, though, I couldn’t connect Jim’s nudity proclamation with Pathmaker Marketing!

Jim’s facial expression could now only be described as pleading, so I knew I was going to have to get down to the bottom of what was going on.

“Jim,” I began succinctly, “tell me exactly what happened.”

“Well, “ he began, “remember last night when you told me the importance of Search Engine Optimization, and how that both me and my Sporting Goods store should have a presence on the Internet?’

“Yes,” I assured him.

“Well, I had a few minutes this morning so I typed my own name into a Google search and it popped up right there on my computer screen that I am a Nudist. And, Floyder, it even had pictures!”

“You saw a nude picture of yourself?” I asked, my voice almost as excited as his.

“Of course not! Floyder, I already told you, I ain’t no nudist!”

More than a little confused, I whipped out my laptop and set it up. By the time I had logged in and started my search, we had quite a crowd forming a half circle around the table. Everyone was so interested I didn’t have the heart to ask them to leave, and, apparently, Jim didn’t have the inclination to. Finally the link popped up, and when I clicked on it sure enough, there was a photo. Only it wasn’t Jim, and he wasn’t nude.

“See, see what I mean. That’s not me,” Jim proclaimed.

I took a moment and read the brief bio. The gentleman pictured had the same name as Jim, of course, but was nearly forty years his senior and lived in Pensacola, Florida. Everyone drifted away, apparently disappointed the man was adorned in a bathing suit and beach robe rather than being natural, and Jim and I were again alone.

“Floyder, what am I going to do?”

“Well, Jim, you have discovered what a number of other people are learning. It is important that you protect your personal branding online – – both of your personal name and your business. What you need to do is spend either the time, or money, to make sure that when your name, and your company’s name, is typed in for a Google Search, the Jim they find is the one they are looking for.”

“Can Pathmaker do that?” Jim asked.

“Yes, we can, and very effectively I might add.”

“Good! I’m going to call Randall right now and set up an appointment. But before I do, will you do me a favor?’

“What’s that?”

“Will you call Martha and tell her I ain’t never been a nudist?’

The plea in his eyes was greater than the one in his voice, and there was no way I could say “no” to either!

Get Pathmaker Marketing to evaluate your personal brand on Google, Yahoo, Bing and AOL, and determine what you can do to displace any adverse listings that might appear.  Contact us at 1-623-322-3334 for a free consultation.

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You Mean You Work With Non-Profits, Too?

I couldn’t tell if Jim was perplexed, confused or both. He had a somewhat dour look on his face, and was, obviously, not his typical jovial self. He was just sitting at the counter, heaving gigantic sighs, and I decided I had better get over to him and see how I could help. He had called earlier and requested that I meet him as soon as possible, but hadn’t indicated why.  He greeted me with what was as close to a smile as he could muster when I approached, and waited until we had situated ourselves in a booth before he explained what was wrong.

“Floyder,” he began, heaving another one of those large sighs, “I think I have been hornswaggled, and by my own church!”

I studied the man before me for just a minute. Jim is a good man, and usually when he wants to speak to me it is about Small Business Marketing Strategies, especially in the realm of Internet Marketing Ideas. Because of my affiliation with Randall Mains and Pathmaker Marketing, he often visits with me about ideas he has for his Sporting Goods Store, but it was apparent that today’s meeting wasn’t business related. I know many of the people who attend Jim’s church, including his pastor, and was more than a little surprised that they would do anything to harm him.

“What happened?” I asked, real concern in my voice.

“Well, we were at a meeting last night to discuss fund raising for the church. We were kicking a few things around, and before I knew it I had been chosen to chair the committee. Floyder, I don’t know anything about fund raising.”

I smiled to myself, realizing that things really weren’t all that bad.

“Well, maybe I can help you a little.”

“Really, you think you can talk them into giving the chairmanship to someone else?

“No, but Pathmaker Marketing does serve as a Non-Profit Consultant. We have experience with Non Profit Fundraisers, and even Non Profit Marketing. Are you trying to raise funds for anything in particular?”

He took a few minutes and gave me a thumbnail sketch of what they were hoping to accomplish. Some of the projects had definite timelines, while others were more on-going in nature. When he finished, he asked me what I thought he could do. I mentioned a few programs that we had used, and told him that he would probably be better off contacting Randall in regard to this, as he has far more experience than I.

“I don’t know if we can afford Pathmaker Marketing or not,” he shared.

“Well, give him a call or e-mail him here. I have always found that it is better to verify that I can’t afford something than to assume I can’t. After all, the worst thing that will happen is he won’t be able to help you.”

Nodding his agreement, Jim began to smile. He now had the possibility of a “high tech” battle plan, at least, and would be able to look good the next time the committee met. We visited a while longer, brainstorming the typical fundraisers churches use, but knowing that the real money for Non Profit Fundraising is found by utilizing the Internet!

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“Floyder, What am I going to do with 365 Bibles?”

It was a legitimate question. In fact, I suppose one could wonder what anyone would do with 365 Bibles. Not only did I not have an answer to Jim’s question, I had no idea what he was talking about!

You remember Jim – – my friend who is typically a day late and a dollar short when it comes to Small Business Marketing Strategies for the Internet. He is always on the lookout for Online Marketing Tools, but seems to misinterpret most everything he tries. He has had some luck in promoting his Sporting Goods Store, especially with Social Networking. Due to my relationship with Randall Mains and Pathmaker Marketing, he usually shares his ideas with me to get my take on it. This also usually results in my clarifying the points he is a little short of understanding. Today, however, it seemed that he had something other than Internet Marketing Ideas on his mind.

“365 Bibles?” I asked, recognizing the lack of intelligence in my question.

“Yeah. You know that contest that you and Pathmaker were working on for the New Living Translation Life Application Study Bible?”

Nodding my affirmation, I listened as he continued.

“Well, I went to this site and entered the contest – – and I won!!!”

“You mean you won the trip for four to the Holy Land?” I asked, the excitement in my voice causing enough commotion that everyone else in the place began to start paying us a little attention.

“No, I was too late for the first contest. I am,” he went on, “entered for the Grand Prize for the current contest – – the trip for two to the crystal clear waters of Oahu’s North Shore. No, that’s not what I won – – what I won was one of the Daily Bible Give Aways. Saaaaay, I’m not going to be disqualified because I know someone who works with Pathmaker, am I?”

I assured him he wasn’t, and then asked, “Why did you ask about 365 Bibles?”

“Well, I won a daily Bible, and there are 365 days in a year, so I guess that means I won 365 Bibles.”

I took a deep breath and decided I would have to explain to him how the contest works.

“Jim, the Daily Bible Give Away doesn’t mean that the winners get a Bible daily, it means that each and every day of the contest someone is chosen and they win a Bible.”

I watched Jim for a moment, always intrigued by the metamorphosis his face under goes when the truth about a situation sinks in. This time was as enjoyable as ever. He was a little deflated, but rallied quickly.

“You know, Floyder, I checked that New Living Translation Study Bible out, and it is really pretty neat. After reading it, I seemed to understand God’s word a little better than I usually do. Winning one was a pretty sweet deal.”

He began to beam again, preparing for his parting salvo.

“Besides, Floyder, what would I do with 365 Bibles!?!”

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What Do You Mean They Weren’t Looking For Me!

Boy, I hate to burst a friend’s bubble! Especially when that friend thinks he is excelling in my area of expertise. Especially when that friend is Jim.

Now, you probably have already read about Jim though he wasn’t referred to by name. Jim is the gentleman who referred to “Pay Per Click” as “Paper Clip,” and wasn’t thrilled by the program’s results, nor by the fact that I had corrected him on it. Anyway, he is doing his best to keep up with technology, and decided he would start a Blog. The owner of an independent sporting goods store and a pretty fair fisherman, Jim decided he would do a Blog on fishing. He has been at it for about a month, and when we had lunch the other day he breezed into the restaurant and announced that he had finally hit the big time!

Enjoying the beaming smile on his face, I asked what was up. He explained that he had fourteen hundred hits on his latest offering, 5 Important Facts about Fly-Fishing in Arizona.  And, he proclaimed triumphantly, he didn’t think that many people even knew his name. Without thinking I informed him that undoubtedly most of them didn’t. He gave me a hard look – – he wasn’t to the point of fuming, but he was, at least, brooding. Knowing he deserved an explanation, I shared a few Internet Marketing ideas with him.

The reality is, I explained, that approximately 82% of the people who read our Blogs have not typed in our name, but rather a keyword. This, I went on to tell him, is the basis for Keyword Marketing. Keyword Marketing is an excellent Online Marketing Tool, and one that Randall Mains and Pathmaker Marketing, the firm I am associated with, feature as part of their Search Engine Optimization Services. My best guess was that people were looking for advice on fly-fishing in general, and fly-fishing in Arizona in particular, and that’s how they came upon his Blog.

Jim was a little deflated; there was no doubt about it. He is a friend, and not wanting to bring him down and leave him there, I shared some of the positive aspects about his situation. I first pointed out to him that now fourteen hundred people do know his name. Next I suggested to him that he might want to use what he had started as a social Blog as a subtle way to market his business. His spirits were lifting, and he seemed genuinely interested in the prospect of using his Blog to increase his business.

Warming to the discussion myself, I explained how another Pathmaker Marketing associate, Karen Randau, knew a gentleman who had developed leads for a hunting lodge that he owned and operated. He just wrote about some of the interesting experiences the people who stayed there had enjoyed, and before long people were asking about flyers and what not. Utilizing all of the knowledge and expertise at Pathmaker’s disposal, I assured him, would allow us to help virtually any business use a Social Networking program such as Blogging to promote their business without violating the unwritten code of “fun” that is associated with Blogging.

By the time lunch was over Jim had returned to being his beaming self. We discussed some other topics that might bring him new readers, and speculated on how many hits each one would receive. He was thrilled that he might get fourteen hundred new customers, until I pointed out to him that probably half of them were probably from out of state. I got that hard look again, until I explained to him how he could deal with that, too – – – but that’s for another day and another Blog!

To learn more about Keyword Marketing visit, go here

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Silly Rabbit – – Twitter Is NOT Just For Kids!

If a man could have a dollar for every misconception regarding the various aspects of Internet Marketing he wouldn’t have to involve himself with Internet Marketing! Case in point – – I was jawing a bit with a friend of mine and he said, somewhat disgustedly I might add!, that whoever invented Twittering ought to be shot. I was a little taken back, of course, and asked him why. His explanation really blew me away! Twitter, he explained, is nothing more than another application of the Internet to take up a teen-ager’s time. It has, he went on, no practical application for business and, as a result, was a colossal waste of creative energy.

He paused, waiting to see what my response would be. He is aware, of course, that I am affiliated with Pathmaker Marketing and had been introduced to Randall Mains, Pathmaker’s founder and one of its creative geniuses by another staff member, Karen Randau. The sly grin that began to creep across his face made me wonder if his earlier statement was a reflection of how he really felt, or if he was just trying to get my goat. Whatever his motivation, I opted to choose this as a challenge for me to defend my position as an expert in the realm of Internet Business Marketing Promotion, and decided if I couldn’t dazzle him with my brilliance I would at least baffle him with my bull crap!

“Do you know who created Twitter, and why?” I asked, knowing that he didn’t. Not waiting for an answer, I explained to him that back in 2006 Jack Dorsey was conducting a brainstorming meeting for Odeo. His goal, he has since shared, was to create a Short Message Service (SMS) where the best, freshest, and most relevant information could be shared between people. He and his group viewed Twitter not as a social network, but as an information network. In fact, I went on, really starting to get into it, today Facebook is the number one Social Network while Twitter is the number one micro-blogging network.

It was close, but at that point I figured my grin was bigger than his! Others near us were becoming intrigued with what I was sharing, and I realized that my friend’s whole intent was to make us the center of attention. Warming to the challenge of monopolizing the whole room that he had set up for me, I continued with my barrage of techno-talk, consciously trying to submerge the entire room with a tsunami of verbiage!

You see, I went on, Dorsey and his staff liked the SMS aspect of what they were developing. They felt it most beneficial that you could both update, and receive, your information from anywhere. As they continued their brainstorming they realized they would be crating quite a buzz – – and decided they wanted to capture that concept in the name they came up with. Someone suggested that you would be buzzing your friend’s pocket – – an actual physical sensation. As the name-storming continued they came up with “twitch,” but felt that was not a good product name because it doesn’t bring up the right imagery. A member of the team grabbed a dictionary and began looking at words that were around “twitch,” and came up with Twitter. The definition was “a short burst of inconsequential information,” and “chirps from birds.” And according to Dorsey, that’s exactly what the product was.

I took a long pull from my glass of cola and stole a glass around. We had ‘em, no doubt about it. While the whole room may not have been hanging on my every word, everyone was listening for they realized this was a wealth of information that they could deposit in their memory bank for future withdrawal. I smiled, as I nodded and winked to my friend as I prepared to leave, knowing that my parting shot would garner more than one groan from those present.

“This has tremendous business ramifications,” I shared. “Give me a call and I’ll explain them to you!”

To learn how you can use Twitter to promote your business, perform keyword marketing, or use it in conjunction with targeting keywords, contact Pathmaker Marketing. After all, you may find the program so exciting that it will set your heart a twitter!

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10 Tips for Successful and Effective Internet Marketing #9-11

In this fifth of five blog posts, I’m providing you with 10 Internet Marketing Ideas that will help you be successful online.  Some are practical, some are philosophical, but they are all intended to help you be more successful with your small business marketing strategies. Here are numbers nine and ten, plus a bonus eleventh key to effective internet marketing:

9.    TIMING CAN BE EVERYTHING – To effectively Market certain products we need to have a real grasp of our Target Market.  You will, for example, be able to sell Christmas Program Packages to Pastors – but not in January!!  Typically, they begin their search for Christmas materials shortly after the Fourth of July.  Proper “timing” may also help determine what gives you the greatest sales success at any given time may be.  If you are not familiar with the seasonality factors in your products or business, then determine them.  Proper timing for your offers can bring in substantial results!

10.    TALK WITH YOUR AD VENDOR – Your vendor may not know your line of business as well as you do, but they are seeing advertising results across many clients and industries that you do not have access to, and they will be able to identify trends that are working and universal strategies or tactics that are being effective for other clients of theirs.  Talk with them. Pick their brains. Get the input and feedback on your campaign.  Ask questions.  They may be able to give you those extra tidbits of helpful advice that gets your campaign over the top.

11.    DON’T BE A JOHNNY COME LATELY – Avoid last minute stuff. Many mistakes get made because you are rushing to meet a deadline and everything is coming together at the very last possible moment.  Avoid that pattern.  It leads to errors and oversights.  You need to get your strategies ironed out in advance, and then develop your designs, then budget time for reflection.  Give yourself a day or two in the schedule to reflect on what you’ve done and how it could be improved. Sometimes we’re so caught up in the details we can’t keep a perspective on the big picture. You prevent this tunnel vision by ensuring you have that one extra day or two to reflect on your work and make sure it really hits the mark, and has all the components it needs to be a successful online advertising campaign for your company.

For further internet marketing ideas, or tips for fundraising professionals, visit Pathmaker Marketing, or call Randall Mains direct at 623-322-3334.

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10 Tips for Successful and Effective Internet Marketing #7-8

In this fourth of five blog posts, I’m providing you with 10 Internet Marketing Ideas that will help you be successful online.  Some are practical, some are philosophical, but they are all intended to help you be more successful with your small business marketing strategies. Here are numbers seven and eight:

7.    TEST – TEST – TEST  – The only way to determine what is going to work for you over time is to throw a lot of stuff against the wall and see what sticks.  The odds of first time success are low, but the lack of immediate success should not be discouraging to you.  Consider this – – of all the thousands and thousands of men who have played Major League Baseball, only 102 hit a home run during their first plate appearance.  Of those 102, only three hit a grand slam!  Some of the men who didn’t hit a home run in their first plate appearance include Henry Aaron, Mickey Mantle, Roger Maris, Babe Ruth, and Barry Bonds!!  Willie Mays went 0 for 12 at the beginning of his career, but did hit a home run his 13th time at bat!  Thomas Edison tried hundreds and hundreds of times to perfect the light bulb.  When asked if he was discouraged by all of his failures, Edison reportedly replied, “Young man I have not failed at all.  I have successfully concluded that none of the elements I have tried so far will work!”  An important point to remember here is that not everything that works for one business will work for another.  As a result, you will need to do your own testing, and not rely just on the results of what others may discover about their product/service/business. Try numerous approaches to see which angle or channel may work for you.

8.    STICK WITH WHAT STICKS! – The goal of “testing” is to throw mud against the wall to see what sticks, and then to stay with what sticks.  We often have such a propensity to be on the “cutting edge” of Marketing that we neglect to step back and decipher exactly what is working versus what is “cutting edge” testing.  While Twitter and Facebook are growing trends for marketers, and often get enormous press, “tweeting” may not be making any money yet for many advertisers.  As you hear about “what’s new,” don’t forget about “what’s old.”  E-mail, with its proven track record, has become a bankable commodity, and that, after all, is what marketing is all about – putting money in the bank!  Find out what works for your business. Stay with what works. Try out the other things using recommendation #7: test, test, test.

For further internet marketing ideas, or tips for fundraising professionals, visit Pathmaker Marketing, or call Randall Mains direct at 623-322-3334.

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10 Tips for Successful and Effective Internet Marketing #5-6

In this third of five blog posts, I’m providing you with 10 Internet Marketing Ideas that will help you be successful online.  Some are practical, some are philosophical, but they are all intended to help you be more successful with your small business marketing strategies. Here are numbers five and six:

5.    CALCULATE YOUR LIFETIME VALUE STATS – In this sales instance above, you need to factor in “Lifetime Value” of each customer that you make.  “Lifetime Value” alludes to the fact that your first time customer may conduct more than just one business transaction with you over time.  The “real money” may not be in the initial sale from them, but rather in upgrades, up-sells or repeat business for other products or services that you have to offer.  With Lifetime Value being considered, a 100% return in sales on your ad prospecting dollar might be considered an excellent investment given the long term rate of return.  That being said, you need to calculate your lifetime value metrics to know how many “sales” or leads you need to make to allow you to make your advertising work. For some businesses, it’s 85% of your ad prospecting dollar, for others it’s 100%, for some others 150%.

6.    GRASP THE LANDING PAGE CONCEPT- The objective of e-mails and banners is to get qualified potential customers to visit your Landing Page.  Once that happens, the burden of responsibility shifts to your website. It’s at the Landing Page that visitors are converted to leads or sales.  The key here is very simple – if your Landing Page is “broken” don’t blame the Advertiser!  Your goal, is to create a Landing Page that works hard to convert qualified traffic into company assets…it needs to motivate the visitor to follow through on what got them there in the first place. Think of your advertising as making the sale, and your landing page as closing the sale. The #1 most important thing you can do for your advertising plan is make sure your landing page(s) work.

For further internet marketing ideas, or tips for fundraising professionals, visit Pathmaker Marketing, or call Randall Mains direct at 623-322-3334.

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10 Tips for Successful and Effective Internet Marketing #3-4

In this second of five blog posts, I’m providing you with 10 Internet Marketing Ideas that will help you be successful online.  Some are practical, some are philosophical, but they are all intended to help you be more successful with your small business marketing strategies. Here are numbers three and four:

3.    SCRATCH THE BIGGEST ITCH – This necessitates you knowing your Target Market thoroughly if not intimately.  In the case of Pastors, for example, the “biggest itch” is pretty apt to be the challenge of preparing to preach a sermon each and every week.  Anything offered that will assist with this on-going task is not only going to receive thoughtful consideration, but will also be most appreciated. Know your audience. Figure out what makes them itch, and learn to offer products or services that really address their primary needs.

4.    GET THE METRICS — An understanding of this aspect of Internet Marketing is what will allow you to accurately determine whether your Marketing program is having a positive or negative effect on your “bottom line.”  To help you with at least a minor grasp of this concept we have included the following example.  However, if you feel you need more information to fully appreciate the Metrics of Internet Marketing in regard to your product or service, contact us for further assistance, or contact an expert in the field and make arrangements to be instructed by them.

Example:
When utilizing e-mails for your Marketing Program you need to know that there are three basic metrics to keep an eye on: Open Rate – Click Through Rate – Conversion Rate.  Open rates can vary by client and industry and offer but respectable ones run from 10-20% (Divide the # of unique emails opened by the number Net Delivered). Reasonable Click Through Rates vary too, but can run anywhere from 5-20% (Divide the number of unique Clicks by the number of unique Opens).  Good conversion rates can run anywhere from 2-5% (Divide the number of sales or leads by the unique Clicks).

Once you get the metrics, do the math. If 100,000 e-mails are sent, and you get a 15% Open Rate , you have 15,000 opens. If you get a 10% Click through Rate, you have 1,500 clicks to your website. If you get a 2% Conversion Rate, you got 30 sales or leads.  If the Program cost $1,500.00 to implement, then each lead cost you $50…or each sale cost you $50. Now that you know the metrics you can determine if 30 leads or sales was a good investment for your advertising spend.  If you are an Architect, and you can convert 10% of your 30 leads into $10,000.00 contracts, you will, undoubtedly, be ecstatic with $30,000 of sales on a $1,500 investment.  If, however, you are selling a $79.95 power point presentation for Pastors, the numbers get tighter, but you may still be happy with 30 sales for $2,398 total on a $1,500 investment.

For further internet marketing ideas, or tips for fundraising professionals, visit Pathmaker Marketing, or call Randall Mains direct at 623-322-3334.

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