6 Easy Ways to Waste Your Money On Advertising

April 27, 2011

So much advice on the internet on how to advertise. It is almost annoying if you ask me. Everyone claims that they know where you need to put your money.

How about saving some money for once?

Consider:

A Penny Saved is a Penny Earned.

How about sharing a few ideas on how you can quickly waste your money?

1. Pay someone a fee to build a website that is intended to drive traffic to your phone or email without focusing on writing fresh new content for readers and search engine web crawlers.

2. Pay someone to advertise you on Google AdWords and don’t ask them how much of your hard-earned money they are spending on clicks vs management fees.

3.  Advertise where your competition advertises, because your competition seems to generate business. (this is a common tactic for sales reps to convince you that advertising with them is a great investment.)

4. Advertise without a logo or brand. Considering that most advertising reaches folks in all areas of the buying process, from awareness to intent, it only makes sense to have a professional logo and brand tagline in your ad messages or pages. A professional look to your small business will go a long way to creating trust with your potential customers.

5. Relying strictly on “outbound marketing” vs a comprehensive approach to marketing that includes both outbound and inbound marketing methods.

“Old Marketing” methods include:

  • Outside sales
  • Telemarketing
  • Tradeshows
  • Print Advertising
  • Direct mail/email

“New Marketing” methods include:

  • Search engine optimization (SEO)
  • Pay per click (PPC) advertising
  • Blogging
  • Content Marketing and Strategy
  • Conversion Science
  • Analytics
  • Video Marketing

6.  Spend your advertising dollars on advertising to gain traffic or generate leads, then fail to focus on conversions. For every $100 spent on advertising, only $8 is spend on converting traffic and leads to customers. I have always said:

“If you focus on converting people to customers, you don’t have to spend money finding more people to convert.”

If I were a pastor at a church and knew someone who is currently handling  the challenges of a life changing and traumatic event, I would share with this person how my religion can help them deal with the problem, avoid it in the future, and learn from the experience. Another option is to tell them about my ministry and why I we are so great. I am sure that by explaining how we can help this person in his or her unique situation with our services we would be much more successful at converting them than by simply talking about myself. Do they really care that much about me? Or is the real question, “How can WE help you?

The most common mistakes in advertising are caused by poor planning, horrible advice, or simply seizing an opportunity just because it happens to present itself. When the only options you have are those being forced upon you by good timing, you are much more likely to make a decision based on reaction vs thoughtful consideration that includes weighing the options. One thing to consider is how much money is required or how long you must invest in order to be successful. Advertising investments, like other forms of investing, have both short and long-term rewards.


Corporate social media integration is not expensive or challenging!

August 29, 2010

What is needed for corporate social media integration?

Social Media is the Future for Corporations and SMBsHere are my thoughts on social media and corporations.

Know your Goals:

– What are your goals? Sales?

– How realistic are your goals?

Know your audience:

– Customers?

– Comrades?

– Don’t be phony.

– Transparency rocks!

– If you social media department doesn’t have a clue “How to win friends and influence people,” you won’t succeed at social. You can’t fake the funk!

Metrics/Reports:

– You can’t manage what you can’t measure.

– Don’t worry about the numbers. If you spend two years in social media, and have not monetized the effort, then you can re-evaluate the need for social media.

Reputation Management is in the Social Media Department!

– Don’t forget to follow-up online with information on how you resolved things offline. Just because you repaired a problem.

– Keep negative comments off the first page of Google (and other search engines) with SEO.

PR Assault……Should have been done yesterday!

– It doesn’t have to be perfected within before you begin!

– It doesn’t take more expense than time and guidance from an expert

PreEmptive Strikes are great social media tactics:

– Social media is not just reputation or crisis management and marketing sales communications

– Create non company accounts and find your promoters or reputation “protectors,” those that defend your brand.

Make Sure Your CEO is 100% on Board:

– Don’t trust social media to interns. That should make your CEO comfortable.

– Get someone who has the trust of the CEO or board of directors to be a social media department head.

– If you have to have a meeting before responding online at every social interaction, you might want to reconsider your policy.

– Employees respond stupidly in front of customers, don’t freak out if they respond or say something stupid online.  It will happen.
Who Owns Social Media?

– Trusted employees, policy department, fast-paced communications departments that has speed and agility, marketing comunications or public relations.  Ability to quickly communicate to other departments.

– Social media interaction can not be outsourced.

– Email is social media. Schedule your emails. Don’t miss deadlines. Be granular about it.

Where Does Social Media Marketing Take Place?

– Twitter

– Email subscription lists

– Facebook

– YouTube

– Newsletters

– Public Relations

– Press Releases

– Websites

– Events Offline

*Just Remember: Brands don’t communicate with people, people do. Social media is about interacting, your company’s brand with the community!

For additional expert advice and tips on social media integration just click this link.

Posted from WordPress for Android while at OpenCa.mp Dallas 2010, see #ocdfw on Twitter.