Internet Marketing with a Sledgehammer When talking about the Canadian government’s tactic to end Air Canada and Canada Post strikes, Bob Rae said, "When the only tool you have in your toolbox is a sledgehammer, everything starts to look like a rock." I love this quote - it applies to so many aspects of our lives and especially to Internet Marketing. When we apply this concept to Internet marketing (or all digital marketing, for that matter) we have to realize that the only reason to implement a tool is ROI, and that we have many tools at our disposal. Pay per Click (PPC) advertising is not the only lead generation tool. Social media is not the only way to drive traffic to your site. These are both great tools – when used appropriately. If a tool is not going to help drive your business goals, there's no point in wasting time or money on it. It’s okay to test it, but sometimes we focus so much on making it happen that we forget why we're using that tool in the … [Read more...]

Internet Marketing Works - A Call from a Happy Client I just had a fun call from a relatively new restaurant client. They came to me originally because they were looking for ways to promote their daily lunch specials. They had a Facebook page with a decent amount of followers, but they had no idea what to do with it. Their website was out-dated and they had no way of making minor changes themselves. They needed an updated look, more autonomy, and some guidance with their internet marketing strategy. We’ve been training them how to use Facebook for a couple months now, and we’re in the process of redesigning their website with a new look, easier navigation, and on a CMS (content management system) that will make it easy for them to make changes on their own. Since they have events planned every night of the week, we made sure to include a super-easy to use calendar that they can update themselves. What I love about this client is the creativity they put into organizing events … [Read more...]

Online Marketing Tips for 2011 It’s time to strengthen your online presence, so that you can take advantage of the emerging Internet marketing trends in the coming year. Mobile Marketing. Is your website easy and enjoyable to view on a mobile phone? With more and more Iphones, Ipads and Android powered smart-phones in use, mobile marketing will expand beyond mobile messaging. Mobile email, mobile websites and mobile applications are already viable marketing channels. Make your website mobile-friendly now! Use video Marketing. Video is an incredible way to connect with people online. Video will help your website get “super-optimised” for search engines. A page with video has a strong likelihood of being ranked higher than one that’s purely text-based. With high speed internet and lowered cost of video production, the impact of video in marketing is ever-increasing. Social Media Marketing is maturing.  Is your website ready to take advantage of the reach and influence of … [Read more...]

Online Marketing is Not Only About SEO When it comes to marketing online, everyone seems to talk keywords and SEO (search engine optimization), but there’s a much bigger picture to consider. If you’re not looking at your overall business goals as well as your specific marketing goals, then you could potentially be wasting a large part of your marketing budget. Marketing on the web must be looked at as a whole. When you take a global view of what the company wishes to accomplish in the coming years, you may just find that blowing your entire budget on SEO is a very bad idea. Sometimes ranking high in search engines is helpful, and sometimes it's just not necessary. Even if you determine that SEO is an important element in your online marketing strategy, you may find that being #1 in Google is not a high priority. Other Ways to Conduct Online Marketing An example of this would be a high-end law firm that is looking to increase brand awareness. It may not be necessary for … [Read more...]

The Future of Internet Marketing: Real Time Web This is one of the best presentations I have seen on the future Internet marketing, Social Media and real-time web. When I first saw that there were 79 slides, I was sure I wouldn't get through the whole thing, but I couldn't stop myself! It's a fascinating and well thought-out demonstration on the future of real-time customer interaction and the impact that technology will have on society as a whole. The mobile implications are massive and very exciting for businesses who choose to get on that Internet marketing band-wagon. The Future of Internet Marketing: Real Time Web If you're still not sure you need anything other than a basic "brochureware" website, I urge you to look at this presentation. It is extremely well done. … [Read more...]