The Web For Business.com Blog

Internet marketing observations, perspectives, tips and tricks for your education and enlightenment.


Analytics Aren't the Whole Story

Mark Kawabe - Thursday, January 15, 2015

One of the strengths of online marketing is the ability to analyze what works and what doesn't. You can see how many people visited your website from Google, from other websites, from social media etc. One problem though: analytics don't capture everything, and some of the things they don't capture can be your biggest sources of leads.

Take word of mouth marketing. You don't know if it works unless you ask each and every lead how they found out about you. Sometimes that doesn't work either because they'll say they were reading about you online but they won't say their friend told them about you first - unless you ask the right question.

That's great if you have the kind of business that still operates in a face-to-face fashion. It's more difficult if you're running an online business, or if your leads come in through a call centre or via head office. Then you may never know.

For those who aren't old enough to remember the time when word of mouth marketing was the "in" thing, here's the modern terminology: social media.

This is the fly in the social media ointment.

As a digital marketer who believes in the power of social media, this is vexing. Customers expect results from their online marketing, and they expect that those results will be able to be measured against some definable number. The numbers available will never fully capture the benefit social media brings to your business.

Keep that in mind when you put forth your next social media campaign. The whole point of social media is to leverage people's inherent desire to communicate. Your challenge is to give them something worth talking about.

If You Can't Market Yourself, Who Will Market You?

Mark Kawabe - Friday, December 17, 2010

I suppose the answer depends on you.

Being online means you have access to all sorts of technology to better represent yourself. The internet allows you to "level the playing field", doesn't it? Well, sort of.

All the technology in the world won't make up for your lack of ability to communicate to the world your uniqueness.

Don't think you're a good writer? That eliminates a lot of opportunities for you. Content is still king online.

Afraid to be in front of a camera? I guess video's out for you as well.

Hate your voice? Podcasting's gone too.

So what's left?

Facebook and other social media tools require you to communicate in writing, video or pictures your special-ness. If you can't do it, I guess you're stuck.

Hmm.

Oh wait - there's another option.

Hopefully, there's at least one person who can market you, and do it in a credible way.

Who's this person?

The customer you have delighted with your incredible product, service or kindness.

Perhaps there's more than one of them. The best thing about them is they can make up for any deficiencies you may have in your ability to communicate - as long as you can communicate your need to them. They can help you get your message out powerfully, credibly, personally and honestly. Why? Because you've helped them and you've done it wonderfully.

Got one of those people in your corner? I sure hope so, because they're your best salesperson.