Skip to content

Perspectives and Opinions

Answers selected as BEST ANSWER

Q: “What works best in SEM (search engine marketing) industry?” online marketing expert, search engine marketing expert

My Response:

What works best is CONTENT. Appropriate content that is targeted, interesting and valuable to your best customer prospects is by far the most effective strategy for maximizing revenue-generating traffic to your site. And, at the end of the day, that is what you’re after, isn’t it?

Partnerships to funnel traffic to your site may end up in visits, but in most cases these visitor will not end up converting to customers. Since many of these arrangements are based on the volume of traffic referred, the delivery partner has an incentive to maximize the number of click to your site, regardless of what happens afterwards. You, on the other hand, don’t realize any benefit from visits per se – you want conversions. Using this strategy, you’ll typically end up paying for the privilege of a high bounce rate… (more)

This answer was selected as the
Best Answer

online marketing, marketing strategy

read remainder of response

Q: “What comes first – marketing or sales?” expert answer, marketing strategy

My Response:

The key determining factor as to whether ‘marketing’ or ‘sales’ comes first is: cash money.

In a situation where an entrepreneur or business is well-funded, there’s no question that the logical and appropriate first step is ‘marketing’:

  • Defining the characteristics of the brand – values, core message, personality, icons;
  • Conducting a SWOT (Strengths-Weaknesses-Opportunities-Threats) analysis to identify strategic opportunities;
  • Developing an integrated 4P – Product, Price, Place (i.e. Channel), Promotion (i.e. Advertising) – marketing strategy to exploit these opportunities; and
  • Creating a coherent set of mutually supporting tactics consistent with the identified marketing strategies – one category of which is ‘sales’.

This is the “right” way to do it – the most efficient and highest yielding process for ultimately making the cash register ring… (more)

This answer was selected as the
Best Answer

online marketing, marketing strategy

read remainder of response

Q: “Email marketing – complete story or link to website?” expert answer, marketing strategy

My Response:

No question about it, a brief summary of the story followed by a link to the full text is the way to go. Otherwise, you are failing to take advantage of one of the primary benefits that eNewsletters offer: the ability to allow the reader to quickly and easily choose for themselves that content that interests them.

Placing one complete story after another forces the reader to wade through multiple panes to find a story that they might be interested in. Chances are, they won’t. They’ll just delete it – and maybe unsubscribe as well.

The only scenario that I can imagine where placing the content of entire stories serially – one after the other – would be in a situation where it is imperative that all of the content must be read. For example, if new policies and procedures are to be implemented, it doesn’t make sense to offer the readers the opportunity to pick and choose which “stories” they want to read… (more)

This answer was selected as the
Best Answer

online marketing, marketing strategy

read remainder of response

Q: “Can sending too many press releases actually damage your company’s (or site’s) reputation and credibility? expert answer, marketing strategy

My Response:

In order to properly (answer your question / respond to your statement), I’d need to know what you consider to be the purpose of the Press Releases.

If you are hoping that issuing electronic press releases will be picked up by the media, I would agree with your position that too many press releases are detrimental.

HOWEVER…

The odds are astronomically low that your press release will be selected from the blizzard of e-Releases issued each day – unless you are in a very small and esoteric industry, or you are so large and well-known that everything you issue is considered ‘newsworthy’… (more)

This answer was selected as the
Best Answer

online marketing, marketing strategy

read remainder of response

Q: “Does SEO really work? What are the best and most affordable SEO – Search Engine Optimization firms?” expert answer, marketing strategy

My Response:

Yes, SEO really works…. BUT the real question is “What is SEO?”

The three most important factors of search engine visibility are:

1. Content;
2. Content; and
3. Content.

But SEO, as it is typically defined, can’t really get you there. It can only OPTIMIZE – make the best of – your potential. If you really want to increase your website visibility, it takes CONTENT.

Content is what search engines evaluate against a search request. The more content on your website that reflects the context of the search, the higher you will rank. And if you need content developed for your website, you should be talking about MARKETING, not SEO.

SEO as a technology discipline is a dying practice – like making slide rules or buggy whips or vacuum tubes. Think about how Google’s search sophistication has increased in the last few years. If the trend continues, Google will be able to categorize the content of a page and assess its relationship to the search term submitted with near 100% accuracy. Traditional SEO techniques will not have much to offer at that point.

Today CONTENT accounts for 80%-90% of a search ranking, with SEO able to maximize the potential 10%-20%. A few years from now, CONTENT will probably determine 95%-99% of a search ranking, with SEO only able to impact it at the margins…. (more)

This answer was selected as the
Best Answer

online marketing, marketing strategy

read remainder of response

Q: “What’s better, the perfect company URL with a .net extension, or a less desirable URL with a .com extension?” expert answer, marketing strategy

My Response:

IMHO, the choice of .com versus .net is >> irrelevant << in 2008.

Ten years ago, maybe. But today, with the sophistication of search engines like Google…who needs to remember domain names???

Think about it: new customer prospects don’t know who you are, so it doesn’t matter > what < your extension is. Returning visitors know at least something about you, and can search for you if they didn’t bookmark your URL.

Instead of worrying about the extension of your URL, you should be far more concerned with being found by online searchers – and that means having more content that’s relevant to your perfect prospect on your site that can be found on your competitor’s site… (more)

This answer was selected as the
Best Answer

online marketing, marketing strategy

read remainder of response

online marketing, marketing strategy Read answers selected as a Good Answer to a LinkedIn Question
[ click here ]
expert answer, marketing strategy
online marketing, marketing strategy Read other Selected Answers to LinkedIn Questions
[ click here ]