There are two primary methods of marketing, ‘push’ and ‘pull.’ Push marketing uses intrusive delivery methods and has served us well for decades, even back in the 50s, 60s and 70s when it was simply a game of whoever could afford to ‘push’ the most direct-mail, print and broadcast advertising in front of consumers won the battle. Pull marketing is a whole different beast that relies on things like value, relevance, informative content, and, yes, entertainment value to create significant gravity to pull in, willingly, your best prospects.
The quirkiness of the consumers in Whatcom County has always interested me. I have concluded they are an overlaping mix of these buyer personas:
Continue reading “Bellingham marketing – A unique small business challenge”
Someone who I had the privilege of working with during my days at PRWeb and occasionally after, Mark Willaman of HRMarketing, has posted a brilliant assessment of the current state of marketing and public relations. In part he explains,
Things have changed. In marketing and PR, that is. If you are managing your marketing and PR the same way you did five years ago, you are doing it wrong.
You owe it to yourself to read the entire post.
Thanks Mark. Spot on as always.
If you’ve grown accustom to adding a plus sign ( “+” ) in front of words or quote-delimited phrases in your Google searches, things have changed and Google Plus is to be blamed.
In late October this year, attempts to use a plus sign in searches resulted in seeing a message instructing you to stop doing that and instead place quotes around words and phrases to be searched for literally (exactly as-is and required).
At first this change seemed confusing since it contradicted 15 years of how we have been trained to use search with all search engines, not just Google. Some assumed it had to do with searches referencing the new Google+ property.
Now that Google+ is supporting business profile pages, they have revealed the logic behind this change. Continue reading “Important new todo item – Link Your Site and Google Plus Page”
A quick search in Google, Bing or Yahoo! can tell you if your web site is taking advantage of the millions of searches being conducted each day.
A lot of businesses have bought a domain and used some build-a-website-quickly tools in order to be found online. As a result, their websites look nice but don’t come anywhere near doing what they need to do, attract prospects. But some of the most commonly missing pieces can be easily found and fixed. They are: Continue reading “Is your website broken? 3 common mistakes.”
Do you put your shoes on before your pants? No, of course not. Things get a lot more difficult if you did, right? So why do you, mister and missus business professional, always insist on creating logos, graphics, signs, web sites, emails, and other business / product identifiers before you know who your target market is, what your best offer to them is and how best to reach them?
Committing to visual and messaging elements of your company’s marketing before understanding your market is much like putting your shoes on before your pants (or “handing a blind man a gun” or “the tail wagging the dog” if you love metaphors). You may be able to ultimately get your pants on but you’ll struggle, work really, really hard and look silly doing it.
Anyone who has a web site that allows visitors to leave or submit messages knows there is an amazing number of people and automated processes (bots) scouring the Internet 24/7 looking to post messages anywhere. These range from rambling political rants to over-the-top advertising for pharmaceuticals. It’s very disheartening to say the least.
So it will be interesting to see how the Whatcom County Sheriff’s Office’s new Online Crime Reporting service will cope with the noise. Granted, taunting law enforcement sites doesn’t demonstrate much intelligence but people will do so cloaked by proxy’d IP addresses and the like just because. Site visitors won’t see this but the workers on the back end will and they will need to be able to somehow filter out the mischevious from the valid without running the risk of ignoring bonafide reports.
I also wonder how long this has been in the works. The current Sheriff is facing re-election challenges from within his own ranks and not making use of low-cost technology to address an ever-increasing workload have been high on the list of election talking points. Regardless, this hopefully will work as intended since it definitely is a step in the right direction.