Why QR Codes are Worthless (And Marketing Fads Are a Waste of Time)

Everyday a new shiny object pops up in digital marketing that people obsess over. But like QR codes, most marketing fads are worthless. Here's why.

Chasing rainbows is more fun than farming.

Farming takes a lot of planning, discipline, and you have to wait a few months before the crops are ready for harvest. It’s not glamorous or eventful. It’s easy to get bored. And you have to keep at it — day after day, month after month, year after year — if you want to see your profits soar.

But with rainbows, there’s always the chance for a pot of gold at the end of the line. You don’t need to plan (or even think), because you can just follow the mirage in front of you. So you just run and run and run. It’s exciting. It’s thrilling. And if you can just run a little faster, then it will only take a few hours of work to get rich quick!

If only that were true…

Rainbows are fallacies. They sound nice, the beginning looks bright, but there’s no payoff at the end of the road.

And most often, the risk is not worth it. You squander time and money that should have been spent on planning and coordinating the next harvest.

Everyday, a new rainbow pops up in digital marketing. A bright, shiny new object that sounds fun to chase. There’s buzz and chatter around it. It’s all the rage.

But in most cases, you should ignore it, keep your head down, and stick to your guns. Here’s why.

Read moreWhy QR Codes are Worthless (And Marketing Fads Are a Waste of Time)

4 Little-Known SEO Trends Impacting Your Business

These SEO trends aren't obvious, but they have the potential to lift up your business or wipe you out overnight.

Google makes over 200 algorithm changes a year according to some reports. And many of those updates have the potential to lift you up, or wipe out your traffic literally overnight.

Some large updates, like Panda and Penguin, are big shifts that are well publicized. But many times, Google makes small incremental improvements on a daily basis.

These might not be as noticeable, but they’re always designed as part of a larger trend that will one day heavily influence search results (and they influence how companies should position to protect and capitalize).

Today we’re going to look at 4 key SEO trends impacting your business. And next week we’re going to look at how companies can take advantage of these trends.

Let’s dive in…

Read more4 Little-Known SEO Trends Impacting Your Business

Why Your Great Marketing Ideas Aren’t Working (And How to Fix It)

Here's why your great marketing ideas aren't working, and how you can fix them.

Most companies can’t tell how well their marketing is performing.

Even if they could tell, they still wouldn’t be able to put a value on it.

And if you can’t put a value on it, then you can’t logically invest anymore time or money in it (or convince others that they should).

But wait, because it gets worse…

Individual tactics routinely decrease in value over time. And what works for one person, in one industry, at one moment in time, will certainly not work the same for someone else.

So your strategies and day-to-day campaigns need to evolve and improve over time to continue seeing any results.

That’s difficult. And staring at a bunch of random numbers in Google Analytics doesn’t help much either.

It’s only when you understand the dynamics and begin to overlay context (about what’s going on, why it’s happening, and how to fix/change/adjust) that you start to glean any meaningful insights.

Here is a sample of what you should be looking for, and how to begin making informed decisions on how to improve your marketing.

Read moreWhy Your Great Marketing Ideas Aren’t Working (And How to Fix It)

3 Ways to Increase Sales from Existing Customers Overnight

Almost every business can increase marketing frequency and sell more overnight. Here are 3 ways to do that without driving customers away.

There are basically only two objectives in marketing promotion.

You want to increase:

  • Reach: The number of new, unique people your message reaches. (i.e. Get more Facebook fans or email addresses.)
  • Frequency: The number of times your messages reach these same people (i.e. The number of Facebook status updates each day or emails you send each month.)

Almost everyone is good at the first one. It’s easy to understand and focus on driving more “Likes” and email signups.

But the second one trips people up.

They do a little, and then stop. Or worse, they do too much, and sabotage their efforts.

Being successful at improving frequency is like walking a tight rope. If you get off balance and lean too far in one direction, then you’re done.

Read more3 Ways to Increase Sales from Existing Customers Overnight

What Lingerie Can Teach Us About Positioning in Marketing

Sexy Lingerie

I love lingerie.

But buying lingerie can be incredibly uncomfortable.

Fortunately, one store in New York is trying to make it easier for me. Journelle holds scotch tastings for men at their Union Square store. (Whiskey + lingerie? Yes please!)

But what’s even more interesting (if we can get back on track please) is that this store was founded in 2007 — the height for small business bankruptcies (which grew 75% from the year before!)

And despite those grim numbers, Journelle experienced double-digit growth during that period.

How?

Read moreWhat Lingerie Can Teach Us About Positioning in Marketing

3 Website Mistakes Killing Your Business

Here are three common website mistakes that kill your business, and how to fix them.
Abstract: Here are three common website mistakes that kill your business, and how to fix them.

Many websites look dated… because they are.

Design trends (and technology powering them) evolve quickly. Something in style a few years ago looks dated and old fashioned today.

But updating your website and improving the technology isn’t just for vanity — it’s also smart business.

Because your website is the achilles heel of online marketing. And if it’s not good enough, then it sabotages all of your other marketing efforts.

So here are 3 common website mistakes that are killing your business, and how to fix them.

Read more3 Website Mistakes Killing Your Business

Why the Marketing Process is Like Losing Weight

People struggle with losing weight because of some very basic reasons. Here's why that's exactly like the marketing process, and how to fix it.
Abstract: People struggle with losing weight because of some very basic reasons. Here’s why that’s exactly like the marketing process, and how to fix it.

In 2020, researchers predict that 43% of men and 42% of women will be obese, up from 32% and 34% respectively, according to the Mexico Bariatric Center.

66% of people over 20 are overweight, while 33% are considered obese. And this trend is only getting worse. Some estimates show those numbers doubling in the next decade.

But what’s interesting about obesity, is that it’s entirely preventable. It’s a simple equation…

Burn more fat than you consume. That’s basically it. Not difficult to comprehend.

But if it’s so easy… then why do we keep getting fatter?

There are many potential answers. But here’s a big misconception that derails our efforts before they start paying off…

We pay too much attention to the outcome, and not enough on the process.

And when that happens in life — or when you’re trying to lose weight — people give up before they’re ready to buy in.

Read moreWhy the Marketing Process is Like Losing Weight

Why Your Return on Marketing Investment Sucks (And How to Fix It)

Most people get a terrible return on marketing investment. Here's why, and how you can fix it.
Abstract: Most people get a terrible return on marketing investment. Here’s why, and how you can fix it.

Marketing might show up as an expense on your books.

But in reality, it’s an investment in generating future sales.

The problem is that most people invest in the wrong things, and then don’t track their results well enough. So they end up receiving lackluster results (if any) and then give up before they see payoff, or squander their resources on bad channels and tactics.

For example…

Here’s why you should stop “tweeting” so much (and what you should try instead).

Read moreWhy Your Return on Marketing Investment Sucks (And How to Fix It)

Why Your Facebook Marketing Might Fail (And How to Fix It)

The best Facebook marketing strategy is a multi-step process that generates more fans, engagement, and revenue. Here's how you can do it, and why most fail.
Abstract: The best Facebook marketing strategy is a multi-step process that generates more fans, engagement, and revenue. Here’s how you can do it, and why most fail.

Right before Facebook’s infamous IPO last year, auto company GM made headlines announcing they were going to cut their $10 million paid advertising budget because of “poor performance”.

Part of the reason cited is GM’s product. And part of the reason is also Facebook’s advertising options.

However there’s another, underlying root cause as well…

A common problem that plagues all brands — both big and small — and undermines their promotional strategies.

Here’s the simple, yet little known reason, and how you can fix it.

Read moreWhy Your Facebook Marketing Might Fail (And How to Fix It)