Marketing Departments Under Pressure to Demonstrate ROI Turning to Web
December 16, 2008 by Doug Mitchell · 1 Comment
There’s a great article from Manage Smarter talking about the pressure today’s CMO’s are under to prove ROI. Problem is that nasty little issue about not having any good data or technology to measure and report effectively.
We’ve been saying that for sometime and in fact, that pressure to find marketing methods that meet muster has resulted in substantial growth in our business.
This quote blows me away:
Despite years of conversation about ROI, the tactic of actually measuring marketing investments is still in its infancy, per the Conference Board. Thirty-seven percent of respondents claim to have been tracking ROI for less than a year. Less than a quarter have been doing it for more than three years. One third doesn’t bother at all.
Exactly! In non-web marketing applications, it’s very difficult to figure out what’s effective and driving business. On the web however, it’s a given.
I know many companies personally that have this down to a simple science of spend $xx,xxx/month online and we acquire $xxx,xxx in business. They simple change variables and have a very predictable result with a margin of error. What’s the ROI of a yellow pages ad or a 1 page ad in a magazine? Who knows?
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No Surprise: Google – Youtube Number 1 Destination for Video Search
December 10, 2008 by Doug Mitchell · Leave a Comment
Where do people go overwhelmingly when searching for video? Of course it’s YouTube or “GooTube”. According to emarketer:
Google, including YouTube, has a 55.4% share of video viewing visits to online video site properties among US Internet users, according to September 2008 figures from Compete.
So does that mean you should not post your videos on other sites? Heck no. With the advent of TubeMogul, you can post one video to YouTube and 10+ other video hosting sites with a single upload process. Yes you need accounts at those other sites (Viddler, Blip.TV, Metacafe, etc.
You see it’s all about Increasing Your Internet Findability Factor.
When we post a video, often times our “view count” resembles the percentages you find in the data presented above. But who’s to say that the one company/person that finds you on one of the other less popular sites won’t turn out to be your largest and most profitable client?
Don’t make hasty judgments about where you think someone should find you. Logically and methodically give your potential audience as many places to find you as you can affordably and efficiently. Before Tubemogul, I posted to 3 sites individually and that was time consuming. Now I post to 8 with the 1/3 the effort. That’s takin’ it to the bank.
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Audio and Video of Doug Mitchell’s “Increasing Your Internet Findability Factor” Session
December 2, 2008 by Doug Mitchell · 2 Comments
I was honored to speak in front of the New Iowa Entrepreneurs Meetup group last Wednesday evening. The group had some great questions and was totally engaged. The small room format lent itself to an intimate setting where I could connect with everyone close up.
Below I’ve posted the audio file of the discussion (with most of the QA) and the video of the entire session. The video is broken into smaller chunks for easier digestion. Sorry for the “back to the camera” angle. I was in the center of the room managing my slides and was engrossed in the moment!
The headline of the seminar, “Help My Company Is Invisible!: Increasing Your Internet Findability Factor” really resonated and I’ve received 3 word of mouth referrals from this talk. Thank you all so much for honoring me with your evangelism. The create WOW media team is out there trying new things every day to help our findability online and those experiments are translating into results for client partners. Thanks again and please let us know if you have any questions.
Part I
Part II
Part III
Part IV
Part V
Small business owner Ryan Irwin on working with create WOW media
November 21, 2008 by Doug Mitchell · 1 Comment
It has been so pleasurable to work with Ryan and the team at Nutrisport Full Potential Training. We asked Ryan to share his thoughts on our journey together. You know it’s a big decision for a small family owned independent business to embark on a journey into blogging, video, and social media to really ramp up its Internet Findability Factor.
We’re humbled and honored that he agreed to talk with us on film. Take a moment to watch this short video. We think it conveys some of the mojo that we like to generate for small and medium sized companies.
More Businesses leveraging web marketing and video in down economy
October 30, 2008 by Doug Mitchell · Leave a Comment
Image by niallkennedy via Flickr
Kelly Spors always puts out relevant articles over the Wall Street Journal’s “Independent Street”. In this piece, she opens the conversation about small businesses turning to affordable online marketing methods with more reach. She quotes Matt Booth of The Kelsey Group:
“Web sites will be viewed as a cost-effective alternative; a channel that didn’t make sense in a booming market will fast become a necessity,” said Kelsey Senior Vice President Matt Booth in a news release.”
The benefit from online marketing that many SMB’s don’t fully grasp is the analytics. There are free tools available from Google and others to actually track results and produce comparisons between “ad effectiveness.” What’s the ROI of having an entry in the phone book in your experience? Do you ask every customer where how they found you?
With online marketing, whether you look or not, much of the data is readily available for digestion. The same things apply for web video marketing as well.
Get your web/online marketing program rolling and reap the benefits. While you’re at it, this would be a great time to learn the ins and outs of web video and some other Internet Findability tools.
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Iowa Venture Capital and Entrepreneur Conference Notes
October 16, 2008 by Doug Mitchell · 5 Comments
I attended the Iowa Venture Capital and Entrepreneur Conference yesterday in downtown Des Moines. The conference was well attended as always and the breakout sessions had some great information from Iowa based entrepreneurs/start up companies.
The overwhelming message was to “look around you” and breathe in all the innovation, growth, and positive outlook. So true. I’d say, “What recession?” “What banking crisis?” “What credit crunch?”
Rooms were full of current and future business owners networking and connecting.
The AM keynote was given by Mark Thompson, co-author of Success Built to Last. His talk was inspirational. The key takeaway for me was listening to audience members define success. As you can imagine…all different. The point was that success and the path to success is different for all of us and often requires brazen disregard for what OTHERS define as reality. I’ll take that! How many entrepreneurs do you know that simply accept “the way things are.” No go.
I scanned as many company websites of presenters and keynote speakers, etc. as I could this morning to see how they leverage web video and rich media to enhance Internet findability. Not so much. I can think of no better time to leverage the powerful “explanatory nature” of video than early in a company’s lifespan. One firm I met said, “We have trouble explaining what we do to the masses.” I say, “Let video capture and display your best elevator pitch/explanation.”
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This is how video is supposed to help your presence online
September 29, 2008 by Doug Mitchell · Leave a Comment
I was clicking through to see some of the searches in google analytics and noticed that a simple google search on “doug mitchell” was executed. It’s been a couple weeks since I googled my name so I followed the link and got the page of results below. Before you click in and open the full sized image, notice all the way down at the bottom.
Related Google/YouTube video appeared as well. This is the FIRST time I’ve seen this happen on my name and it made me happy.
This is what is supposed to happen when you organically grow your Internet Findability factor. Not only will your name and relevant material produce higher search results…you’ll also give people a chance to SEE YOU and HEAR YOU through another powerful means of findability…video. I’m the one on the right…please 
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