Sometimes turning the corner is merely a precursor to going around in circles (or squares).
Sometimes turning the corner is merely to hide from what is behind you.
Sometimes turning the corner is the result of going the wrong way.
Sometimes turning the corner is exactly what you intended to do. In this instance before you make any turns, you must decide you will turn, and determine where you want to go once you make the turn.
houston@figment-consulting.com
Showing posts with label SEM. Show all posts
Showing posts with label SEM. Show all posts
Saturday, May 14, 2016
Tuesday, May 3, 2016
It's only mountains
But, do we know how to make a molehill out of a mountain?
Whether a mountain or a molehill you can still simply go around.
You can also go over either one.
And remember, the view from the mountain is more breathtaking than the one from the molehill.
We can help you navigate the path and enjoy the journey.
houston@figment-consulting.com
Wednesday, April 27, 2016
683% CTR increase YOY
My team took over the digital spend for a client recently. After a digital analysis and audit, we initiated some immediate changes to their SEM. Already seeing a 683% increase in CTR compared to the same time frame last year (April).
* 223% lead conversion increase
* 264% increase in lead volume
* 74% decrease in CPL
Today, we launched an updated lead capture landing page that we hope will increase lead conversions even more. Will keep you updated.
The new web site design will be ready to launch within the next two weeks that should increase lead generation too.
houston@figment-consulting.com
* 223% lead conversion increase
* 264% increase in lead volume
* 74% decrease in CPL
Today, we launched an updated lead capture landing page that we hope will increase lead conversions even more. Will keep you updated.
The new web site design will be ready to launch within the next two weeks that should increase lead generation too.
houston@figment-consulting.com
Friday, March 28, 2014
The one thing that will not change.
By the time I finish typing this sentence, technology will have changed yet again.
Growing up, did you ever believe you would spend your day "tweeting"?
People complain that Instagram is not quick enough.
Candy Crush was actually a recent IPO -- an app maker is now a public company. How long ago was it that apps were first introduced?
When was the last time you used your fax machine?
Pay phones are now exhibits in a museum.
So, yes change is occurring rapidly and it is difficult to keep up, especially for companies that tend to move slowly.
However, through it all there is one thing that does not change, and by focusing on it first, it can actually help you navigate through all of the change.
Taking care of your customers.
Technology, social media, and the change that comes with them are only tools to allow you to take care of your customers in delightful and more personal ways.
If your attention is on the ever-changing technology and trying to keep up, then your customers will feel that. But, if your focus is on your customers, it can drive your decisions on which tools to use, and which ones to avoid.
Don't lose sight of what you are building by becoming too enamored with the shiny new tools.
houston@figment-consulting.com
Growing up, did you ever believe you would spend your day "tweeting"?
People complain that Instagram is not quick enough.
Candy Crush was actually a recent IPO -- an app maker is now a public company. How long ago was it that apps were first introduced?
When was the last time you used your fax machine?
Pay phones are now exhibits in a museum.
So, yes change is occurring rapidly and it is difficult to keep up, especially for companies that tend to move slowly.
However, through it all there is one thing that does not change, and by focusing on it first, it can actually help you navigate through all of the change.
Taking care of your customers.
Technology, social media, and the change that comes with them are only tools to allow you to take care of your customers in delightful and more personal ways.
If your attention is on the ever-changing technology and trying to keep up, then your customers will feel that. But, if your focus is on your customers, it can drive your decisions on which tools to use, and which ones to avoid.
Don't lose sight of what you are building by becoming too enamored with the shiny new tools.
houston@figment-consulting.com
Wednesday, January 22, 2014
Touch points with your customers
One of the methods I deploy when working with companies is to help them identify each and every touch point they have with their customers -- whether it is through their employees, their web site, their literature, their receipts, etc.
What's the point? The reason we go through the process is to ensure that each touch point is continuing to tell the story the company wants to share. If there is a break in the story the customer will find it.
A movie is made up of individual frames with each one continuing the narrative -- if one frame is out of sync it disrupts the story. Touch points are no different. Each one must be aligned with the overall narrative and play a supporting role. When they do not, it could be the difference between a "B" movie and an Oscar-nominated one.
In your business, strive for the Oscar, your customers deserve it. If you do not, they may take their popcorn and catch another show.
Take time to think about the touch points for your company. Then, go back through the process and uncover the hidden touch points -- these are ones that are sometimes hard to find because they can easily be overlooked -- sales receipts, shipping containers, inventory slips, email signatures, etc. Remember, they are not hidden from your customers.
Each and every touch point provides you an opportunity to share another part of your story.
www.figment-consulting.com
What's the point? The reason we go through the process is to ensure that each touch point is continuing to tell the story the company wants to share. If there is a break in the story the customer will find it.
A movie is made up of individual frames with each one continuing the narrative -- if one frame is out of sync it disrupts the story. Touch points are no different. Each one must be aligned with the overall narrative and play a supporting role. When they do not, it could be the difference between a "B" movie and an Oscar-nominated one.
In your business, strive for the Oscar, your customers deserve it. If you do not, they may take their popcorn and catch another show.
Take time to think about the touch points for your company. Then, go back through the process and uncover the hidden touch points -- these are ones that are sometimes hard to find because they can easily be overlooked -- sales receipts, shipping containers, inventory slips, email signatures, etc. Remember, they are not hidden from your customers.
Each and every touch point provides you an opportunity to share another part of your story.
www.figment-consulting.com
Monday, January 13, 2014
Top 7 Most Overused Words in Advertising
Words and word choice are critical elements in advertising campaigns (web sites, press releases, etc.). They can tell your story or turn off your readers/viewers.
With all of the tools at our disposal (online dictionary, thesaurus, word synonyms, etc.) it should be very easy for marketers to avoid the list below. And yet we see these words again and again.
The list was emailed to me recently and taken from a story on About.com -- you can read more about each word there. I simply list them for you here:
1) Amazing
2) Free
3) New (or Improved)
4) Different
5) Incredible
6) Just
7) Guaranteed
It's amazing how many times we offer free or new items as incentives, calling ourselves different from our competitors while not demonstrating just how incredible our products really are. Doing so will cause our customers to become even more cynical of our words -- and, when they do that, they stop listening to the story we want to share with them.
Others will say the reason we see these words so often is because they are effective. Perhaps. As long as you are authentically amazing, incredible, different, or really free.
At some point though customers will desire something that is fresh rather than different, bold rather than incredible. Your challenge, your opportunity, is to determine when that tipping point is due to occur (difficult to do) -- or, you could move it closer to that point yourself by leading the way.
www.figment-consulting.com
With all of the tools at our disposal (online dictionary, thesaurus, word synonyms, etc.) it should be very easy for marketers to avoid the list below. And yet we see these words again and again.
The list was emailed to me recently and taken from a story on About.com -- you can read more about each word there. I simply list them for you here:
1) Amazing
2) Free
3) New (or Improved)
4) Different
5) Incredible
6) Just
7) Guaranteed
It's amazing how many times we offer free or new items as incentives, calling ourselves different from our competitors while not demonstrating just how incredible our products really are. Doing so will cause our customers to become even more cynical of our words -- and, when they do that, they stop listening to the story we want to share with them.
Others will say the reason we see these words so often is because they are effective. Perhaps. As long as you are authentically amazing, incredible, different, or really free.
At some point though customers will desire something that is fresh rather than different, bold rather than incredible. Your challenge, your opportunity, is to determine when that tipping point is due to occur (difficult to do) -- or, you could move it closer to that point yourself by leading the way.
www.figment-consulting.com
Tuesday, December 10, 2013
A light shining in the darkness
One small light shining in the darkness can be the brightest object in the room, and it draws all of the attention.
If you want to be different from your competitors then find the darkness and let your light shine. If you do not then you will simply blend in, and go unnoticed.
It can be hard to see in the dark. That's why we need your light.
If you want to be different from your competitors then find the darkness and let your light shine. If you do not then you will simply blend in, and go unnoticed.
It can be hard to see in the dark. That's why we need your light.
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