Mary Schmidt Marketing Troubleshooter

After all, it’s a marketing professionals web site. Lots of good info, different perspectives, something for everyone. EXCEPT…when I want to read a “premium” article. I can sign up for a free two-day trial - but they still want all my info (in multiple “continue” screens), including credit card info - so at 12:01 a.m. the day after expiration, they can charge the card. Yes, I get they want to get paid and what they offer has value…but…

Why not give me a password that’ll expire and let me read the content right then? Then, I’d be far more likely to sign up for more. (Also, consider “pay as you go” for certain articles.)

(This taps one my pet peeves - all the companies who design their systems as sales traps, hoping you’ll forget you gave them your credit card info…for subscriptions, “auto renewals” and all the rest.)

Tags: marketing, marketing troubleshooting, web marketing, customer service, emarketing

Marketing has changed (and continues to change) so dramatically that as a fellow marketer said, “What works today probably won’t work next month.”

That may be overstating the case a bit, but not by much.

Example: I’ve been out on the Web for a while - things keep changing (as do I and my clients) - so I no longer obsess care about:

Technorati rankings. They’re totally whacked. They list one content skimmer link multiple times and then don’t list legitimate ones. And, what’s with listing my own posts repeatedly - when I’ve not even done any cross-linking? Like I said, totally whacked.

Plus, I’m getting an increasing amount of linking (and readership) via Facebook. (However, FB in and of itself is NOT a “social media strategy.”)

The number of comments on my blog. Okay, I cared when I first started - but that was four years ago. Now, I’m happy with the people who subscribe - and who I know read it, even if they don’t always comment. Plus, my site traffic remains healthy, thanks to the blog content, which brings me to…

My Google ranking. I don’t have to care. I’ve got enough content (and add enough frequently enough) that I’ve been at the top of search results for “Mary Schmidt” and “Marketing Troubleshooter” for a long time. And, I get my biz from people who have met me live and in person…know me…have worked with me, so I’m not all that excited about cold web site traffic (For the kind of things I do, it’s quality not quantity.)

This does not mean, however, you should never care about (or look at) your site traffic. Analytics give you valuable data on what needs to be improved, changed or deleted. (Especially - duh - if you’ve got an e-commerce site - you need conversions.)

My brochure. I don’t even have one. In today’s virtual world - it’s not needed. And, when I do need on occasion need hard copy for a client proposal, I can do a custom piece and use my great pro-quality color printer.

“Getting PR” By this I mean the old-style “send out a press release to everyone” PR and hopin’ for the headlines. These days it’s all about PERSONAL relations not PUBLIC relations. Sure, it’s nice to be “in the paper” and whenever I’m in it, I usually get some business. (I’ve been on the front page of NM Biz Weekly more than once…had some great biz profiles/interviews published…and I’m still working for a living…;-)

If you’ve got high visibility on the Web, it’ll translate into media exposure. I can get more exposure (and potential biz) with just one link via FB…so I don’t obsess about PR.

This doesn’t mean, of course, you should ignore PR…but it’s changed and continues to change. The line between offline and online marketing tactics have become very blurred - so you need an integrated plan now more than ever.

P.S. What works for me and my “sole proprietor, ‘brain for hire’ ‘I care more about quality of life than quantity of money’ marketing almost assuredly won’t fit your biz model. One size doesn’t fit all, regardless of what some marketing flim-flammers pitch.

Tags: marketing, marketing troubleshooting, emarketing, PR, entrepreneur sanity check, Google rankings, Technorati, Facebook”

Short answer: No. As long as people enjoy communicating and connecting - any viable method of doing so is - well - viable.

NYT sidebar: “Social Networks Eclipse Email”
1,905: percentage change in time spent on online video from February 2003 to February 2009.
883: percentage change time spent in online member communities from February 2003 to February 2009.

…As the thundering herd rushes to the next “new” thing…

Email (yawn, prehistoric, doncha know?) is supposed to be downright fossilized. If that’s true why is my box full every morning? And why do the spammers keep on a’spamin’?

I have noticed that people don’t comment as much on many of the blogs. Instead, we post, link and comment over at Facebook…(but most of us are still blogging, as well, then posting our tiny URL link on the Facebook page.)

Speaking as a member of the - um - herd, I don’t think any means of communications is ever really “dead.” If it works for the people involved, it’s not obsolete.

Now, I think I’ll go write a snail mail get well note to a friend…then I may pour another cup of coffee and read today’s NYT Science section (dead trees all over my house), right after I read the latest online about Obama’s Supremes’ selection….then back to writing blog posts here and elsewhere…

Read More: Friday Fun - Bring Back The Blog (Diva Marketing blog)

Tags: marketing, marketing troubleshooting, emarketing, blogging, communications

…and you’re thinking, Whoa! there, Mary. Isn’t the whole point of a web site to get more business?

Well, yes and no.

Yes, the site gives you info about my background, my services and the obligatory client list.

No, in that I also use the site as a client self-qualifier. I’m basically a brain for hire and if you don’t like how that brain works, you shouldn’t call me. As you read through the pages and especially my blog, you’ll get a good idea how I grok, rock and roll. So, if you don’t like any of that, then neither of us have done the “what can you do for me and how much?” dance. (I also try in some small way to make a difference - in life and biz - with my blog posts.)

If you’re looking for magic, I’m not the marketer for you. It’s your business. You have to implement. You have to live with whatever we come up with. (Yes, “we”) Certainly, I can give you ideas, recommendations and fresh perspective, but ultimately it’s ALL hard work. No five-step plans to instant success.

If you want to be “liked by everyone” - I’m not the marketer for you. People need to be passionate about you. If everyone “likes” you (oh-hum) - you’re doing something wrong in your presentation, pitch or operations.

If you want to play it safe, I’m not the marketer for you. There are about a billion “innovative solutions” and “premier providers” already out there. You’ll just get lost in the crowd.

If you think marketing is advertising, I’m not the marketer for you. Yes, I’m on that soapbox again…but I’ve seen way too many people blow their budget on an ad campaign…with little to nothing left for things like customer service, product development and systems.

If you think this is “unprofessional” - I’m most definitely not the marketer for you. Life is both too short and too important not to have some fun.

Now, if you’ve read this far - I’m not saying you have to be out here on the Web ledge/edge with me, opening the kimono way wide…and, I don’t necessarily advocate that you wander off the biz path on your blog (as I do, especially on Fridays)…but, you do need to be real and take the good with the bad (and ugly). Whatever you put out there, stays out there…and comes back around.

Read More: Why Are You (And I) In Business? In which I talk about my web site renovation (last year; time to do another one) and why I do/did what I do. (I also need to start sending out the monthly eletter again to my subscribers…soon, I promise.)

Tags: marketing, marketing troubleshooting, emarketing, entrepreneur sanity check

I was recently in an AIBA Lunch n’ Learn where we were talking about web site development and management. As inevitably happens, the conversation came ’round to SEO. Another AIBA member irately noted that “The search expert I hired rewrote EVERYTHING and changed EVERYTHING! She ruined it!”

Of course, it is often necessary to change both content and design for SEO…BUT…in this case, the “expert” had gotten so slap-happy with key words…and re-designed for the robots…that the site no longer made any sense to people.

So - as always, before you sign up with an SEO company (or Web consultants of any kind), talk about the real-world results you need first, and how they’ll help you achieve them. And, if the fast-talkin’ folks GAR-AN-TEE they can get you to the top of Google search results instantly, keep them talking until they tell you exactly how. (And even if they can - then what?)

(I’m pretty sure I know who this particular “expert” is - and she does JUST LOVE them thar keywords…why, it’s magic! Too bad she only read the first three chapters of the “How To Become an SEO Expert In Your Spare Time & Make Big Money!” book…;-)

Related Posts:
Small Biz Excuse #252: “But I’m Just Local!”
Are You Selling To Search Engines Or People?
Pink Elephants Or Puce Pachyderms?
Four Red Flags When Hiring A Web Developer

Tags: marketing, marketing troubleshooting, emarketing, web development, emarketing, SEOentrepreneur sanity check

I never quite grok why some people complain so much about junk email. After I fire up the computer…It’s DELETE Time! I barely glance at the subject line and the sender…takes about 30 seconds. (Fastest finger in the West! And a lot of stuff never makes it through my spam filters anyway.)

I delete the 5th “reminder” email from the consultant re the “must-attend” marketing seminar. (I don’t black list because very occasionally he sends something in which I’m interested. If nothing else, I can see what my perceived competition is doing wrong.)

I delete the (unrequested) eletter from the woman who always sends it as an attachment with no description in the subject line or info in the body of the email.

I delete anything from people I don’t know with a subject line begins with something like, “Mary, You MUST…” Nah, I don’t think so.

I delete the cold PR emails re singles dating, women’s issues, and children (…and, of all things, Weber grills???…)

I delete anything with a teaser “fear” subject line, ” BEFORE IT’S TOO LATE!”

Now, how many times have you sent out an email blast “to thousands!”…and didn’t get the miraculous results promised by the “emarketing expert?” Hmmm…

(I also delete unread the “Re:re: re:” for people that I know always forward urban myths, as well as replys to emails I’ve already read - from people I know always hit “reply all” for immortal missives such as, “Way to go, Frank!”)

Tags: marketing, marketing troubleshooting, emarketing, email, emarketing, email marketingentrepreneur sanity check

A 5×7 postcard would be great. I could quickly do “the flip” to read. I’d get info and the people/firms would once again be top of mind (I keep meaning to call them, but…)

From “my” financial planner:

Three Small Biz Deductions You May Not Know About.

Three Tips On Filing Taxes Electronically. (I know there are some new things out there, but haven’t had time to find the details.)

New! - Higher Interest Investments (With the basic details on one or two.)

From “my” landscaper (it’s that time of year):

Three Plants That Never Need Water (We’re in the desert, the vacant lots are full of native plants. What are they?)

Irrigation System Maintenance - Three Tips

Three Easy-Care Always Blooming Annuals

Three Plants Butterflies & Hummers LOVE!

(With a note such as, “we can dig the holes for you. Your garden will bloom in an afternoon!)

But, nada. Nothing. Nope.

Instead I’m getting the not-so-thrilling straight to recycling bin stuff like:

Yet another postcard promoting a seminar. So why should I come? What will I get out of it? Give me some info I can use ON the invitation and I might sign up.

Yet another glossy promo piece about a company’s great customer service and products! (Particularly vexing when - if they checked their customer records - they’d know I was a very unhappy customer. So, they’re popping back up to “top of mind’ in a bad way.)

Yet another “For Mary Schmidt Only!” letter from a car dealer. I may have already won! (If I open the letter and trek 20 miles so they can scrap the goop off and tell me…uh-huh.)

We’re all so slammed with email and eletters these days - snail mail could be more effective. But, the rules haven’t changed, regardless of delivery: 1. Your own customer base is the best place to market; 2. You should deliver/show value not just talk about it.

A clean-looking, nicely printed black & white card - that I get on a regular basis - would be fine. Such things can be - if you’re willing to learn a bit about software - very cost-effective DIY.

P.S. Humans can only remember - at most - 4 things at a time. So, if you send out something with 3 tips, that leaves #4 to remember to call you.

Now, I’m going to go dig up my landscaper’s phone number…here’s hoping I don’t get distracted before I find it and actually make the call. (Update: I got distracted so no phone call yet.)

Tags: marketing, marketing troubleshooting, emarketing, direct mail, entrepreneur sanity check

Don’t try to sell them anything else. Talk about adding insult to injury! And, believe me, we’re talk, talk, talkin’ these days.

This means:

Update your web site so when they log into their account, they don’t see new c’mons. In fact, don’t let them log in to begin with…but do have a specific message telling them why - not the generic “can’t access at this time.” or “system not responding. Please try again later.”

Quit sending junk mail.

Quit sending “valued customers” “use your miles!” and “special offer” emails.

Yes, this requires some behind-the-scenes systems integration and communication. But, otherwise, you’re doing what Am Ex is doing with me…spending time and money trying to sell more to a “preferred cardholder” they “fired” (and royally ticked off re my “credit delinquencies” ???! Zero balances, never late…but I hadn’t used the cards for a while). Those glossy bi-fold mailers? Right into the recycling bin. Ditto the goofball “pre-approved” offers. I do find it mildly amusing that they continue to send me c’mons re how I can use my miles…yes, those 19,000+ miles they canceled on me.

It’s one thing to fire customers (even when it’s the right thing to do) - it’s quite another to make them so furious they go on a negative word-of-mouth mission. Just google American Express Problems and you’ll see what I mean. Ouch!

(Wee Tactical Tip: When buying lists and working with direct mail houses, require “merge and purge.” And think once, twice, three times before you start sending out that mail. Is it compelling? Are you doing it consistently? Have you put results measurement in place?)

P.S. This isn’t just a big clueless company system disconnect problem. I still get big glossy postcards from a printer I’ll never use again after their terrible disservice.

Related Posts: Am Ex Is Wasting Their Marketing Budget (Again) Apparently, they’ve not heard of “merge and purge” either.
The Root Cause of Big Finance’s Meltdown

Tags: marketing, marketing troubleshooting, direct mail, small business marketing, customer service, American Express, American Express Problems

I get this question a lot when talking to people about web sites. The answer is “It depends.”

Unfortunately, for many start-ups and small biz owners, that already means “too much.”

So, instead of sitting down and figuring out exactly what kind of site they need (not necessarily want; remember the site is about your customers, not you) - they go for the “cheap, throw something out there” option…and then later end up having to spend a LOT more to get it right; sometimes the site is so broken, it has to be scrapped completely.

Of course, even when you spend what you think are big bucks on a site, the developer can deliver dreck (and then disappear down the road with the dinero.) One of my clients had just spent over $6K on a site; and then had to spend another $6K to get a different site built. The first one was beyond band-aiding. She was very happy with the second site, but she had to swallow hard and learn a very expensive lesson.

Not every site needs to directly generate major sales. Mine, for example, doesn’t. It’s intended to give people an idea of how I grok and rock…not sell a lot of product. I’ve got one brain. I sell that and can only use it for so many clients a month. (That said, I’m working on a site renovation. It could be better.) If you’re in early stage start-up mode, an info page will work (But do put something about the company or product on the page. Gives you credibility. And, avoid the tired old words such as “innovative” or “leading.”)

BUT, if you want to increase your conversion rate, you really will need to spend some real money with pros. Don’t try to figure it out yourself (or with your web designer. Most designers aren’t conversion literate.) Otherwise, you’re wasting what you’ve already spent.

Tags: marketing, marketing troubleshooting, emarketing, web development, site conversion

Headline: Industry Shocked And Angered By Facebook CFO’s Firing

Hmmm…Methinks this is a case of “fall guy.” Happens ALL the time in Corporate America.

I enjoy Facebook. It’s fun. But it’s also annoying. I’m having to ignore an increasing amount of crap (that “crap” is FB trying to turn a fun thing into a viable business.)

Here’s the thing: It is fun, but I can live without it. Did so before. After a week or so, I’d get used to not having it. It can/could be a good way to develop business…but…I can do other things too, like continue blogging…All of which doesn’t bode well for FB becoming a viable business.

Can your customers live without you (or think they can’t?)

Related Post: Does Facebook Literally Not Know Any Better?

Tags: marketing, marketing troubleshooting, communications, social media, social marketing, social advertising, Facebook