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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“FLEX” Your Email Fundraising List

 Jim looked like a little lost pup when he walked into the place. To define him as looking “pathetic” would have been a little too extreme, but the man sure looked like he could use a friend. As you probably already know, I am his friend, so I steered him towards a booth and got him seated.

“Floyder,” he began without any prompting, “are you sure sending out e-mails is a good Internet Marketing idea?”

The question kind of caught me off guard – – not because he thought I would know the answer, but that he would even voice it. My association with Randall Mains and Pathmaker Marketing has allowed me to become familiar with a number of Online Marketing Tools, including the use of Social Internet Marketing, and especially email fundraising. Jim has been using his e-mail list what I thought was quite effectively, and I was therefore surprised that he was questioning its validity now.

“Yes, Jim,” I assured him, “using your e-mail list is the most viable Small Business Marketing Strategy. Why do you ask?”

“Floyder, I just had three people unsubscribe from my list because they said they were getting too many ‘junk’ e-mails from me. I don’t want to offend anyone because of my mailings.”

Pulling out my calculator, I asked Jim a question I already knew the answer to, “How large is your list?”

“About 10,000. Why?”

“Well, if three people unsubscribed, that means you lost .03%, or .0003 of your list. Jim, if you don’t send out any e-mails at all you would lose 250 names through natural attrition rate (aka bounces), because the typical email list will lose 30% of its names per year to bounces, not unsubscriptions. You see,” I went on, “an e-mail list is like a muscle – – if you don’t use it, it will suffer from atrophy. In other words,” I added, “you either use it while you got it or lose it altogether over time.”

“You mean people don’t get upset when they get a lot of e-mails?” he asked, true curiosity heavy in his voice.

“Well, they could of course, but it depends on a couple of things. First of all, how often are you contacting them, and what, exactly, are you sending them?”

“I have been sending out an e-mail about twice a month, and, usually, I am sending out notifications about items I’m running a sale on.”

“Both of those sound reasonable,” I mused. Then, hit with an epiphany, I asked Jim another question.

“Jim, when did you send out your last mailing?

“Day before yesterday. Why?

“Other than the three unsubscribers, have you had any other responses?

            “Yeah – – I had twenty three people buy the sale item on line, and another nine have come in so far and bought the product in person.”

“So,” I said, picking up my handy dandy calculator, “in only two days you have already realized a sales closure rate of .32%. That means, Jim, that your success rate is 107,000 times greater than your unsubscribe rate – – and that’s after only two days!!”

A big smile began to creep across his face. It started in his eyes, and then snuck down to grab the corners of his mouth to stretch that into the unmistakable evidence of the pleasure he was now feeling.

“So losing those three people wasn’t that big of a deal?” he asked, even though it was obvious he knew it wasn’t.

“Not at all. Jim, how many new names are you adding to your list a week?”

“Probably forty or fifty”

“Even if you lose three subscribers every two weeks, and 250 bounces per month, you’re still staying steady.”

The smile got even bigger, and I noticed that “pathetic” was now a long way from the way he looked!

For more help with your email fundraising or email marketing efforts, go here or call 1-623-322-3334.

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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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The New Living Translation Study Bible Sweepstakes

If you aren’t already participating in The New Living Translation Study Bible Sweepstakes you need to correct that situation immediately! Designed by Randall Mains and Pathmaker Marketing, the Sweepstakes is an excellent example of one of their Small Business Marketing Strategies for utilizing Online Marketing Tools. Benefiting both the participants and the sponsor, the Sweepstakes was designed to help allow the sponsor to achieve certain milestones, and reward the participants as those milestones are met.

The Sweepstakes started on March 16, 2010 with multiple milestones in place:

First Milestone: 1,700 Fans on the NLT Fan Page

The prize for this level was a 32G iPod Touch and a Life Application Study Bible, with a retail value of $300.00. The rapidity with which this milestone was reached is nearly unbelievable, as within twenty-four hours, on March 17th, the 1,700 Fans goal was reached.

Second Milestone: 3,500 Fans on the NLT Fan Page

A Kindle DX and a Life Application Study Bible was the prize when this level was attained, and it didn’t take long to realize the goal! On March 27th, a mere ten days later, this prize, worth $489.00, was awarded.

Third Milestone: 5,500 Fans on the NLT Fan Page

It only took a week to add the additional 2000 Fans needed to reach the Third Milestone. The prize awarded on April 3rd was an Apple iPad 16G and a Life Application Study Bible, valued at $499.00.

Fourth Milestone: 9,000 Fans on the NLT Fan Page

To date, the prize for reaching this level, an Apple iPad 32G and a Life Application Study Bible worth $599.00, has not been awarded, as the needed number of Fans has still not been reached. As well as the four gifts/prizes listed, there is also a Grand Prize – – an Apple iPad 64G and a Life Application Study Bible, which has a value of $829.00.

The fact that neither of the last two prizes has been awarded is why you need to, with great dispatch!, enter the Sweepstakes and the Contest associated with. Just click here and follow directions. You will also want to enter their Contest and Daily Bible Giveaway by visiting this site and, again, follow directions. The Grand Prize for the Contest is a trip for two to the Crystal Clear waters of Oahu’s North Shore!   Good luck in both, and enjoy the New Living Translation Life Application Study Bible.

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The Great “SWEEP STEAKS” Contest

“Floyder, I am ready!!!”

Not only did Jim’s proclamation get my attention, it got the attention of everyone in the place. And, like me, they could all see that Jim was, in fact, ready. The question was – – ready for what? He was attired in some of the most unique garb I have ever seen anyone wear. His outfit looked like a cross between a Haz-Mat suit and something retrieved from the prop storage unit of a really bad Science Fiction movie. Where he actually did acquire all of the various parts of his outfit was a mystery, but not as confusing as why he had chosen to dress that way – – and then announce to me that he was ready. By now everyone had actually gathered around us, and I figured we should find out what was going on.

“Jim,” I asked, “what are you prepared for?

“The contest. I heard you and Randall talking about a contest where you have to sweep steaks. I have been around enough raw meat to know that it can get more than a little nasty, so I thought I had better get an outfit that would protect me from all the yuckiness.”

If you have read many of my other blogs you already know about Jim. Owner of an independent Sporting Goods Store, he is, to the best of his ability, trying to go “Hi Tech” with his Marketing. And, as a result, he sometimes gets his wires crossed in regard to the different programs being offered. That, obviously, is what had happened this time. Jim had joined Randall Mains, Director of Pathmaker Marketing, and I the other day late in a conversation we were having regarding the various aspects of a project we are working on for a client. Pathmaker’s area of expertise is coming up with Internet Marketing Ideas, which ranges from Keyword Marketing and Search Engine Optimization Services to Premier Blogging Services and everything in between. For this particular client, the “contest program” that we are employing includes the base contest, a sweepstakes, and a giveaway. Jim, having heard only bits and pieces of what was being said, surmised that there was a contest where the winner would be the one who could best sweep steaks. I smiled at Jim as I explained to him, and all of those present, what Randall and I had actually been talking about.

The loud groan from the crowd indicated that everyone present was hoping to watch the steak sweeping actually take place. Everyone but Jim drifted away, and once we were alone he just gave me a somewhat sheepish grin. I smiled back, knowing that to him a steak-sweeping contest might actually be a valid Small Business Marketing Strategy. As I thought about it, I could almost accept that it could be an Internet Business Marketing Promotion if you reached the right Target Market with an E-mail blast.

“Floyder,” Jim said, breaking my train of thought, “is the contest program working?”

I assured him that it was. So well, in fact, that this was actually the second contest we are doing for the client. That seemed to satisfy him, and, bidding me adieu, he sauntered out of the restaurant to parts unknown. I, on the other hand, could only wonder if he would have, in fact, won the steak-sweeping contest!

To preview our real NLT Facebook SweepstakesBible Contest and Giveaway, visit the linked copy in this string of text through April 30, 2010. You could enter to win one of our daily NLT Bibles or the Grand Prize of a trip to Hawaii.

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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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You Mean I Won’t Get 4200 Leads?

It’s a good thing that my friend Jim is my friend, or we would probably come to fisticuffs every time we talk about the Internet. I have been working with Randall Mains and Pathmaker Marketing for some time now, and as a result Jim seems to have taken it upon himself to stay abreast of my new industry. Since we discussed his endeavors with his Blog on fishing, he has begun to use it as an Online Marketing Tool, and he has actually had some success with it. He has another friend, apparently, who is also sharing Small Business Marketing Strategies with him, and either Jim isn’t listening closely enough to what is being said, or the other person doesn’t really understand what they are talking about, as Jim frequently comes to me with his facts slightly askew. Let me give you another example.

Jim called me on the phone the other night and asked if we could get together and talk about this great Internet Marketing idea he had regarding the Search Engine Optimization Services that Pathmaker offers. The excitement was so evident in his voice that I agreed to meet with him the very next morning. I had no more than sat down and ordered a glass of OJ than he fairly flew into the restaurant and proclaimed,

“I am going to get 4200 leads this time, Floyder!”

Everyone in the place was enjoying his enthusiasm, so rather than trying to thwart it I steered him over to a booth that was at least somewhat isolated so we wouldn’t interrupt too many people, and listened to what he had to say. He repeated, even more excitedly than the night before, that he was going to be getting 4200 leads with his next venture excursion into Online Marketing. When I asked him how he knew he would be getting 4200 he simply said, “Well, that’s how many were in a Roman Legion.”

It stopped me, I’ll have to admit. Even knowing Jim the way I do, I couldn’t quite bridge the gap between Small Business Marketing on the Internet and the Roman Army. Sensing my perplexity, Jim quickly said, “Floyder, I’m setting up a Legion program, and since there were 4200 soldiers in a legion I figured I will get 4200 leads.”

I couldn’t help it – – I was still baffled. Heaving a big sigh, I confessed my ignorance of his latest endeavor and asked him what a “Legion Program’ is.  Now it was his turn to heave a big sigh. He shared with me that this is where you proceed by Targeting Keywords to send people to your Landing Page, and then those people can contact you about your product. See, he finished up, it’s a legion program.  I shook my head slowly back and forth, as it dawned on me that he was referring to a “lead gen,” or lead generating, program. Now, this is an excellent way to use Internet Marketing, and many of Pathmaker Marketing’s clients use such a program to glean leads as often as they try to actually make a sale. Nodding that I now understand what he meant, I corrected Jim’s conception of what he was embarking on.

He wasn’t devastated, but he did become a little glum. It was apparent that he had his heart set on those 4200 leads, and the fact that it wasn’t as guaranteed as he thought it was took a lot of the air out of his sails! H perked up, though, when I assured him that it was possible he would still get the 4200 leads, and maybe even more. Almost back to his earlier jovial self, Jim headed to his shop and I decided to tell you all about his “Legion Program!”

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I Think My Google Paper Clip Must Be Rusty!!!

If you have ever seen anyone “fume” you know that it is not a pretty sight. Now, there are several things that might make a person fume: For a truck driver it is a freeway that has turned into a parking lot and for a vacuum cleaner salesman it is finding out the house they are in has no electricity after they have dumped their grit and grime on the new carpet. For most business people, the match that will torch their psyche to the point that they fume is investing dollars in a marketing program and getting little or no return. 

That latter description describes a good friend of mine. I recently met him for coffee, and as soon as he came in I could tell he was fuming! I waited until he placed his order, and then got him to talk about what was wrong. He told me he had recently spent nearly three thousand dollars on a Google Paper Clip Program and reaped no profit from his investment.

I interrupted him with the quizzical look on my face. When he asked me what was wrong I shared that I wasn’t sure what a Paper Clip Program was. He explained that it was where you only have to pay when someone clicks on the Ad and goes to your website. Me pointing out to him that the proper term was “Pay Per Click” and not “Paper Clip” did not endear me to him. In fact, I think if anything he was fuming even more!

As he continued to talk he began to look at me with a jaundiced eye, knowing of my involvement with Pathmaker Marketing. By the time he finished, it had become somewhat apparent that he was blaming me for his plight, though he had gone to a different fundraising company and I had had nothing to do with his current circumstances, directly nor indirectly. I forgave him the fallacy of his misplaced blame, and instead of getting upset with him decided to try to help   him – – at least to calm down.

As we continued to talk he explained that his biggest complaint was he didn’t get the results he had desired – – sales! In fact, on the item he was selling he made a six-dollar profit per sale, and he had only sold twenty-four. A hundred and forty four dollars, he pointed out, was a long ways from three thousand. And, he added, twenty-four was a long way from one percent of 119,000. That set off a bell or two, so I asked him to explain what he meant.

He had been told, he shared, that he should expect a one to two percent success rate on the number of hits he got. The program had been running for nearly three months, and in that time he had received just south of 119,000 hits. Even at one percent, he said, obviously having done the math at least several times, that would be almost twelve hundred sales! He assured me that seventy two hundred dollars would have been a great return on his investment, but he didn’t get the twelve hundred sales!

Knowing that I might be taking my life in my own hands (remember, he was fuming!) I boldly pointed out to him that the Pay Per Click Program had been immensely successful! Preparing to duck, I watched as he just stared at me, incredulity heavy on his face. What I said was computing, but very slowly. I waited until I figured he had at least a reasonable grasp on what I had said, and then I explained what was, to him, my outrageous statement.

I shared with him that the task of a effective internet marketing campaign like Pay Per Click is to drive qualified potential buyers to his website. The program had, apparently, done just that. His problem, I pointed out, was not with the Pay Per Click program, but rather that his website was the culprit. If that many people went to view what he had to offer, and only twenty-four made the decision to buy, his site was not converting the site traffic effectively, and might be in desperate need of repair.  He needed some new internet marketing ideas for his site, so I pointed out, like a restaurant blaming a cab driver because none of the passengers that he brought them got out and dined there when the reality was the eating place looked like a dive.

He pondered it for a while, and as he did so I saw his jaw muscles relax and a placid look rest gently on his countenance. As we sat there, however, I saw a reverse metamorphosis take place, as his jaw again tightened and a brooding look supplanted the peaceful demeanor that had so recently been there. Shaking his head in disgust, he answered my unasked question when he asked, “So I guess I wasted the eighteen hundred dollars I paid my web designer?”

I just nodded and grinned, fully understanding his plight. Internet Marketing Ideas, with all of their intricacies and ramifications, can be a challenge. That’s why I would suggest that you visit Pathmaker Marketing and see how we can help you wisely invest your marketing dollars. After all, I would hate to see you fume!

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