Tag Archives: Marketing Consultant

The 3 R’s of Marketing: Recognition + Repetition = Revenue

The 3 R’s of Marketing: Recognition + Repetition = Revenue

This is the first post I promised Arianna Huffington @ariannahuff after we bantered back and forth during a conference in Washington D.C.

Call it a Rule or a Law but it has been working since the time of the Pharaohs:
Recognition + Repetition = Revenue

Recognition – back in the days of Mad Men it was easy, buy a spot on The Ed Sullivan Show and Bonanza and you could reach just about everybody with disposable income. Now there are billions of websites, hundreds of TV channels and everyone is a broadcaster through multiple social media networks. So how do you get the Recognition?

During the @Vocus #Demand13 conference it became more and more clear that the lines between Public Relations, social media networks, journalism, blogs and customer service are blurring. You can get recognition from a great review for your great product from a trusted source on their blog or from a bad review about your poor service that goes viral because you didn’t address it on your customer service hot line in the first place – either way you get recognition. You only want positive messages of your product/service reaching the masses? Well, not everyone can buy a 30 second spot during the Super Bowl or The Oscars to get their product or service in front of the masses in a positive light.

You now have to engage in an Omni-channel “Ontegrated Marketing” approach. Ontegrated Marketing is the integration of all possible online channels with all possible offline channels. Because your potential customers are so fragmented you have to be out there where they are looking or listening when they are looking or listening – and there is no telling when or where that will be. You’ve got to do a little bit of everything all the time. Everyone in your company can be a broadcaster of your message and you can widen your reach and circle of influence.

Repetition – Shotgun to Sniper. Think of every possible channel of communication as a pellet in your shotgun shell. The more pellets and the wider the pattern increase the likelihood of a hit. Once your analytics show reaction and action to your message, begin your repetition. Studies have shown that over 80% of people will have forgotten your message after only two weeks – understandable because we are hit with thousands of messages daily.

This is why companies are trying so hard to engage evangelical customers to continue spreading their message – civilian public relations. With corporate public relations you can’t buy the kind of legitimacy and endorsement that you receive from a positive news story from a respected journalist. Rarely can you drive in a nail with one hit, multiple strikes with the media hammer will nail your message to your customers.

Revenue – ask your Board of Directors or CEO, this is what they want their Marketing Department to generate. NOTE to CEOs – if your Marketing Department does not fail every so often, they are not trying hard enough. You want your Marketing Department to try new things and fail, because, just like Zig Zigler said, “Every no gets you closer to a YES!”

Clint Hughes
‘That Marketing Guy”

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Google AdWords – PPC, SEO and Reality

Do you expect EVERYONE who comes to your site to buy something EVERYTIME they visit your site?  Of course not, that is NOT realistic.

It’s Google AdWords

not Google GuaranteedPurchaseEveryTime It’sClickedWords.  With billions of web sites out there you have to get people to come to YOUR site and get to know you.  Expect them to shop around, but they will come back to your site if you are competitively priced and give them more for their money.

Until you are the #1 organic search results for your keywords, you need to have an integrated strategy combining all your online resources.  That is what is called Ontegrated Marketing.

You WILL get a “halo effect” from an acquisition/branding PPC strategy.  People may come to you the first time from your PPC ad and then return later to purchase.  Your PPC campaign has done its job – it brought people to your site, maybe not for an immediate conversion, but you became known to the customer and they did come back and convert.

Now that you have them as a customer: Did you get their email address? Did you give them a reason for you to keep in touch with them?

You know it is cheaper to get an existing customer back for an additional purchase than it is to get someone to your site for the first time.

These principles pertain to “brick and mortar” retail outlets as well as web sites. Even in this world of instant gratification you need to build relationships.

PPC or TV or SEO or Radio or Social Media or Print or Social Media are not mutually exclusive. With your target market split between hundreds of TV channels and billions of web sites you need a multi-channel marketing strategy to reach your customers where there are.

Let’s talk.

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Social Media Marketing for ASCs (Ambulatory Surgery Centers)

Many ambulatory surgical centers (ASCs) across the nation have turned to the Internet for their marketing efforts. Some use social media in an effort to draw in patients, as a high volume of cases is crucial for healthy revenue cycle management. Most ASCs do market on some level, but many may be missing out on the possibilities the Internet affords, especially social media. Social media advertising isn’t cost-intensive, and it can reach many viewers. Here are some ways to leverage a Facebook profile or a Twitter feed to draw in patients to an ASC:

Post links patients will find interesting
Many ASCs that maintain a social media presence make a point of finding and posting articles their patients are likely to find interesting. Centers that concentrate on sports medicine should post articles about that particular branch of medicine and about wellness and other sports subjects, for example. Those that work with pain management might want to curate a continuous list of good resources on how to manage pain and where it comes from. It’s often quite difficult for patients to find reliable information online about their medical conditions, so ASC social media feeds that can help them do so will be perceived as very useful to them.

Of course, it’s also a good idea to post less serious articles as well. Posts about lifestyle news or healthy recipes may be well received, as might the occasional stress-relieving picture of scenic vistas or animals. Anything patients can use or enjoy is likely to be something they’ll want to share with friends of theirs on social media, which can lead to more traffic to an ASC’s own page.

Post information about your achievements
ASCs that receive accolades, do good work in the community or both should publicize these things on their social media pages. It’s the best way to get information out to patients in the digital age, far surpassing press releases or direct mail campaigns. Patients and prospects can’t get excited about an ASC’s high quality of care or commitment to social good if they don’t know about it, after all.

If physicians at an ASC have achievements like awards, publications or their own medical blogs on the side, the social media page of an ASC is a great place to post them, with permission of course. These can help patients get a feel for who they would see at the center if they decided to schedule a procedure, and humanizing doctors can help take some of the fear and trepidation out of scheduling an operation or consultation.

All of these strategies have the potential to increase new-patient volume at an ASC. In turn, this high volume ensures a steady stream of revenue for the ASC. With the help of a revenue cycle management firm, ASC professionals don’t have to concern themselves with trying to get the best reimbursement rates or busying themselves with the business of collections. Their partner firm can handle these aspects instead, leaving ASC administrators to focus on attracting more patients and giving them an experience of the best quality possible.

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Facebook and Privacy

Posting for Facebook. A lot of people have ben posting a notice on Facebook – it is irrelevant. http://www.snopes.com/computer/facebook/privacy.asp

This is what is making the rounds.
“PRIVACY NOTICE: Warning – any person and/or institution and/or Agent and/or Agency of any governmental structure including but not limited to the United States Federal Government also using or monitoring/using this… website or any of its associated websites, you do NOT have my permission to utilize any of my profile information nor any of the content contained herein including, but not limited to my photos, and/or the comments made about my photos or any other “picture” art posted on my profile. You are hereby notified that you are strictly prohibited from disclosing, copying, distributing, disseminating, or taking any other action against me with regard to this profile and the contents herein. The foregoing prohibitions also apply to your employee, agent, student or any personnel under your direction or control. The contents of this profile are private and legally privileged and confidential information, and the violation of my personal privacy is punishable by law. UCC 1-103″

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SEO and Google changes

There is a LOT of chatter going on about Google’s latest update. Google bragged about the number of changes they made in February  – they may be trying to surpass internally set goals.

Basically it means that you have to get back to basics.  I’ve discussed the elements for SEO that you need in previous posts.  Click on this link to download the latest copy of Google’s SEO Starter kit.   http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf 

If you go back to basics and play by the rules you should be safe.

Clint Hughes – Marketing Consultant

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SEO and precious metals

 I apologize to you, my readers, for it being so long between my posts.  I have been extremely busy since accepting the position of Sr. Vice President of Marketing for the American Precious Metals Exchange

There is a whole different strategy that is needed when you have to optimize for very competitive keywords.  What I have said in previous posts hold true.  The execution is slightly different.

You need consistency without duplication, and variety within the consistency.  I know it sounds like a puzzle, but in a highly competitive market I can’t let the competition know my secrets.

You can always get to me through my contact page.  I’ll be posting again soon.

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“Ontegrated Marketing” – the new buzz phrase

Ontegrated Marketing = SEO + SEM + SMM + PPC + Online Display + Mobile Marketing + Engaging the consumer.

Alright, you heard it here first.  The new “buzz” phrase is going to be “Ontegrated Marketing.”  This will mean integrating your online marketing to include a mix of organic search, pay-per-click, display ads and social media to build your brand and drive revenue.

First of all, thanks to iProspect and comScore for conducting the extensive Real Branding Implications of Digital Media – an SEM, SEO, & Online Display Advertising Study (November 2010)There is a lot of very useful information is this study.

Back in the Mad Men days your integrated marketing consisted of the prime trinity of TV, radio and print.  Today your marketing mix needs to include ALL channels – your customers are spread out everywhere. Now, consider how many pundits are saying that computers will become obsolete and everyone will be doing everything via their smart phone.  The new wild card in this deck will be Mobile Marketing.

Integrated Marketing will include Ontegrated Marketing.  You will need to integrate all your “traditional” marketing channels (TV, radio and print) together with email marketing and your digital channels (SEO, SEM/PPC, Online Display, Social Media AND Mobile Marketing).  The number and variety of online channels will continue to grow.  It’s time to accept the new world.

There’s even a formular for this new marketing buzz phrase: Ontegrated Marketing = SEO + SEM + SMM + PPC + Online Display + Mobile Marketing + Engaging the consumer.

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Why Consumer “Like” Brands on Facebook

Nearly 40% of Consumers “Like” Companies on Facebook to Publicly Display Their Brand Affiliation to Friends

As Facebook grows, we’re able to learn even more about the behaviors and preferences of its users. As Facebook continues to change, new stats surface to give us an even better idea of how consumers on Facebook prefer to interact with brands and companies. A new report released by ExactTarget and CoTweet found that discounts and “social badging” were the primary reasons consumers Like brands on Facebook.

Nearly 40% of Facebook users who become fans do so to receive discounts and promotions and 39% become fans to show their support for a brand to their friends. Just as interesting is how these stats compare to Twitter and email marketing. Only 23% of respondents said they follow brands on Twitter and about 10% say they subscribe to email notifications for the same reasons.

Here are some other interesting facts from the report:

  • 43% of the Facebook users surveyed said they Like, or are fans of, at least one brand on Facebook.
  • 34% of Facebook users say they Like brands in order to stay informed about company activities.
  • 33% say they Like brands to get updates on future products.
  • Among Facebook users who Like at least one brand, only 17% say they’re more likely to buy after Liking that brand on Facebook.

“Consumers use Facebook to interact with friends, be entertained and express themselves through their public affiliation with brands—factors that combine to create a potent viral marketing platform,” said Jeff Rohrs, principal, ExactTarget’s research and education group. “By engaging consumers on Facebook in a way that keeps them entertained, brands have an unprecedented opportunity to mobilize Fans and get introduced to their friends.”

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Social Media and Business

Gen X Driving Social Networking at Work – Not Gen Y, Citrix Online Study Finds

  • Global survey conducted by Forrester Consulting reveals a divide in how generations and nationalities in U.S., UK, France, Germany and Australia communicate and collaborate in business
  • Gen Y’s use of social and collaboration technology lags older workers
  • In-person meetings are still popular – particularly with Americans – but unsatisfactory
  • Significant rise in use of collaborative technologies, but the human touch is important

SANTA BARBARA, Calif.October 19, 2010 – A report commissioned by Citrix Online, a division of Citrix Systems, Inc., surprisingly revealed that Gen X workers – and not those in the younger Gen Y generation – make up the majority of those who use social networking for business, followed closely by Boomers aged 55 and older. According to the data, Gen Y’s use of collaborative technology also lagged others. The survey, conducted by Forrester Consulting, provides a snapshot of how the global workforce communicates as work becomes more distributed and usage of collaboration technologies increases. It reveals a highly-dispersed workforce still favoring meetings, but increasingly using tools such as social networking and video chat to communicate and collaborate.

Key Findings
The study asked information workers of all ages in the United States, United Kingdom, France, Germany and Australia about their business communication habits.

Gen Y does not have the monopoly on technology use and social tools during the work day. Meanwhile, the older generation is getting with the program.

  • Gen Y is least likely to share information via text message (26%, compared to 47% of those aged 55+), and least likely to use video conferencing, video chat and web conferencing tools.
  • Gen Y uses social networking the least frequently (40% of Gen Y workers who use social media for business do so daily, compared to 50% of those aged 55+).
  • Older Boomers (55+) have increased their business use of social media 79% in the past year.

The younger you are, the less you value meetings – and pay attention.

  • Gen Y is least likely to think meetings are efficient. Only 29% of Gen Y workers think meetings used to decide on a course of action are very efficient, compared to 45% of Older Boomers.
  • Gen Y is least likely to pay attention in meetings and barely half (51%) believe it’s very important to do so in meetings to decide a course of action.

Americans have more meetings – and pay more attention.

  • 90% meet in person to communicate and build relationships, more than any other nationality.
  • Of those, 51% meet daily, compared to a mere 31% of French.
  • 75% of Americans believe it’s very important to pay attention in meetings to decide on a course of action, compared to 50% of the French.

The in-person meeting is alive and well, but not necessarily effective.

  • 84% of all respondents have in-person meetings, but meetings often don’t achieve their goals.
  • Only 45% are very satisfied that planning meetings achieve the task in hand, and only 30% believe such meetings to be very efficient.
  • Across all categories of meetings for designated tasks (e.g. review of documents, plan projects or initiatives, decision on a course of action), less than half of respondents believe those meetings are very efficient.

In an era of multitasking, it’s still considered rude in a meeting.

  • 83% believe that side conversations are unacceptable during a meeting, and 77% frown on those doing other work on a computer or smartphone.

We still like to look each other in the eye.

  • Germans like to see others during meetings (75%), while Americans find it less important (55%) though they have the most in-person meetings.
  • 79% of those aged 55 and over think it’s important, compared to 65% of Gen Y.
  • Why? To read body language, say 78%.

Usage among users of collaborative technologies is rising fast.

  • 64% of those who use social networking tools in business use them more than last year. Video chat, team document-sharing sites and web conferencing also experienced significant increases in usage, with 56%, 55% and 52% respectively.

“We know from our own experience that the workforce is more dispersed and mobile than ever, and that people are increasingly turning to technology to help them collaborate with colleagues and customers many miles away. With this research, we aimed to discover exactly how business communication is changing because of new workstyles and tools,” said Bernardo de Albergaria, vice president and general manager, global marketing and ecommerce at Citrix Online.

“One thing is clear: the human touch is incredibly important: the desire to see each other and interact on a personal level is not going away any time soon. There is some tension with the findings between the way people actually work and the communication methods they think are most effective – a sign that things are in flux. Despite admitting that in-person meetings are often inefficient and don’t achieve their goals, workers still seem to like them. That’s probably because people are hard-wired to see people and read body language. This points to a real opportunity for virtual collaboration technologies, specifically video conferencing, to further complement the need for personal interaction, while reducing the inefficiencies of face-to-face meetings.”

Methodology
Forrester Consulting conducted an online survey in September 2010 of 797 information workers evenly split between the United States, United Kingdom, France, Germany and Australia. Information worker is defined as anyone who uses a computer for work. Respondents were of all ages (Gen Y: 18-30; Gen X: 31-44; Younger Boomers: 45-54; Older Boomers: 55+) and from various industries.

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