What you need to know to get the biggest bang for your SEM dollars
Without fail, at the beginning of each fiscal year, my customers at colleges and universities come to me with a myriad of statements and questions. They want to know which engines they should run on; what’s new in the world of paid search, PPC, SEM (or whatever the kids are calling it these days); and what they should do. As a higher education advertising agency, we can give them an answer if they first answer two simple questions: What is your budget, and what are your goals?… Read the rest
More than ever the doctor is in, but the patient is online— so what’s a doctor to do? Healthcare providers who want to maintain their patients’ trust in their expertise and knowledge must move their offices into the digital domain. Being accessible online is mutually beneficial by bringing in more business and leaving established patients pleased with the modern healthcare services.
In a digital age when information (factual or not) can always be found via a simple Google search, it’s imperative that medical providers digitally market their healthcare services to provide correct medical information at all times.… Read the rest
“Everyone admires the bold; no one honors the timid.”
So states the summary of Law 28 of Robert Greene’s 48 Laws of Power, which is “Enter action with boldness.”
Bold jumping spider
One way marketers can achieve power is by boldly grabbing opportunities for influential communication. Marketers should also grab opportunities, period. As best-selling author Bernard Marr writes, “Success in work and life often depends on spotting and grabbing opportunities as they present themselves.” He argues that capitalizing on opportunities is “the one thing successful people never fail to do.” Marketers should heed the truth behind this statement and take chances.… Read the rest
“If you’re everything to everyone, you’re nothing to no one.” In other words, don’t waste your time and money on trying to sell to everyone. It just won’t work. Instead, you need to pinpoint your target audience and cater your messaging around them.
So who is your target audience? It’s a specific group of people – based on age, gender, education level, job title, etc. – that you want to engage in order to best sell your product(s).… Read the rest
Beyond your home page: What other pages demand attention?
Businesses have long operated under the assumption that their homepage is their website’s most important page. Unfortunately, after countless resources are spent refining the home page’s content and design, little time is left to optimize the rest of the site. What happens next is that the website takes on the traits of a deceivingly wrapped birthday present: It might be wrapped in pretty packaging, but its inside contains only minimal value.… Read the rest