Which routes to market work best for you?

Your marketing budget is precious and you need to ensure it provides a great return on investment for you.  When was the last time you reviewed the performance of each route to market? Do you know which routes to market work best?

You will be using a number of different routes to market with, potentially, multiple campaigns running. Some of them will produce great results and you will be really busy dealing with the sales enquiries and the resulting work so will you have time to monitor the performance of your other marketing activities?

If some of your marketing is not delivering a good ROI, why keep it going?  The money, or time, you use on this campaign can be used for two alternatives:

  • improving your bottom line.  Money not spent goes straight back into your profits
  • Generating more money.  Why not spend it on increasing the marketing activity that is generating new business

If you haven’t recently reviewed the performance of each marketing campaign, you could have been wasting money for quite some time. It’s vital you know your best routes to market. Don’t delay any longer.

How to find a credible LinkedIn© (and other social media) trainer

If you wanted to find a LinkedIn© expert to develop your expertise how would you do it? Ask your friends? Do a quick Google search (and find over 25 million LinkedIn© trainers)? Or search LinkedIn?

Ok, you have lots of options but how do you find a good one? With LinkedIn© it is easy …

  • Review their profile; does it look good, better than the others?
  • Does their personal profile have recommendations from people and how many?
  • Do they have a company profile or company page?
  • Do they have a full company page with video, banners and recommendations on LinkedIn?
  • Do their recommendations read well? From people like you?
  • Does their web page look and feel good to you?
  • Do they know their subject? Does it have the right numbers on it for total users and accurate statistics?
  • Do they only do the platform you want to learn about?
  • Do they offer to do LinkedIn© for you? How? How can they know the people you know?
  • Does their course content cover what you need? Does it sound sensible to you? For example if many say half a day and someone says an hour ask why.
  • Do they want to look good or make you look good?

Then talk to them, yes old fashioned I know, but talk to them, are they human, do they come across well and could you work with them?

It’s amazing how many “social media experts” follow each other to see what they do on LinkedIn© and Twitter, if they are an expert why follow each other? Is it to get material they can use or simply to keep an eye on the competition?

If you want an expert on Facebook, LinkedIn or Twitter I will happily introduce you to some really good people.

Loyal Subjects Demand Content Quality!

Wedding King Content to Queen Interest, thereby maintaining follower loyalty, is the social orb and sceptre of the search imperative. Without which, having incurred the wrath shared betwixt search engine and human visitor, your web realm would fall from grace, to such lowly rank more befitting the common spam serf farm than credible site pages!

Notwithstanding,  the emphasis on quality content now rising in the ascendency, the great challenge facing online marketing and social media messaging is the sheer volume of content hurtling through channel and platform in the attempt to engage our attention. Today’s marketing strategies are completely consumed with ensuring a brand identity and content messages reach the intended niche audience recipient. It’s less about ‘reach’ and more about ‘getting through’.

By year end 2010, the internet comprised of  around 225 million websites, of which 9.5 per cent (21.4 million) were new, with an estimated 152 million blogs  and 25 billion tweets being sent, creating ever more ‘response’ content.

Clearly, being online, onDemand, on the go, all the time – via mobile app, smartphone, tablet and kindle, netbook, laptop, PC and TV – means shifting the focus to more precisely targeted content, filtered to rise above the saturated noise frequencies.

More importantly, in the era of ‘constant distraction ’ is for eCommerce and online enterprise to find the key to visitor retention and keeping audiences on site to engage further and discover more valuable content. Today’s seasoned searchers need to be uncovering new interest from the instant they arrive or they will assume a one-trick site and disappear forever.

Simplistic solutions such as linking to ‘related content’ or ‘popular content’ or content based on a previous browsing history has shown to be of less interest because most casual content browsing is not always based on actively searching for a specific topic or even the same subject. With the exception of latest news updates, providing personalised ‘interest’ connecting with follower/visitor experience is a key stimulus.

Feedback behaviours, which will determine quality rating via blog comment, like, or tweet can serve up invaluable nuggets of information on the prevailing areas of interest and its’ relevancy, usefulness and value to a niche segment. User engagement stimulated to responding by commenting or sharing is now also noticed by the search engines and feeds in to PageRank.

Solving the challenge of overcoming information overload to optimise for content discovery entails understanding the restless movement of content via social networks, to news feeds, bookmark sites, opt-in email marketing newsletters, forums and blogs and mobile.


Dispensing ‘regal largesse’ can only occur by the will of the people, without which your kingdom diminishes and loyalty deserts.

A guest article from Provoke Design