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Data For Days
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I’ve been in “digital marketing” since 2004. Back then, our expertise centered around Search Engine Optimization and Pay-Per-Click marketing. Search marketing was a big shift from traditional channels because of the data after deployment.

When you send a direct mail piece, you know how many pieces you sent out, but you don’t know how many were seen, opened, etc.

With search, we are able to see important data like impressions and click-through rates. We would use this info to tweak our copy, placement, and spend. We would take spend from low performing ads and allocate it to higher performing ads.

Today’s digital landscape has greatly matured. There are tons of metrics that can be measured on websites, search, social, and email. You need to use these metrics to make better decisions. Different metrics matter to different organizations. A non-profit will put weight in one set of metrics while a retailer will put weight in another.

This graphic is a sample of metrics for a client we have. The blue graphs are for Facebook and red are for Instagram. Information like this is not the final authority but serves as an important data point in making posting decisions.

Make sure data analysis is part of your deploy-review-redeploy process.

Rob David
Passion

My passion growing up aside from writing was teaching. I had a chalkboard wall in my room where I would pretend to teach. I remember asking my teachers for their old transparencies and Vis-à-vis markers, so I could use them when I was teaching at home. I thought I was just playing and never really thought too much into it until college. I majored in English and wanted to be a writer. Eventually, I connected the playing when I was growing up to a passion for teaching. I ended up teaching High School English for three years before I pursued a career in writing full-time. However, I always have missed teaching.

The other night I had the privilege of teaching a workshop about writing to adults. It reminded me of my passion. It sparked a fire in me. I loved every minute of it. I prepped a lesson plan, a presentation, and a workshop style activity. It was honestly amazing for my creativity and soul. However, I didn’t take this moment lightly. I reflected on why I loved it, why I was so motivated, why I was so inspired. That’s the important thing to do in these situations. When you get a rush of emotions and adrenaline, you need to understand why. Figure out the root, so you can best move forward.

This opportunity reminded me that teaching is one of my passions. In order for me to function at my best, I think I need to be working in my passions. I believe that is true for everyone. So, find your passions. Find a way to feed those passions. Maybe it has be to a hobby, maybe it is your career, maybe it will never be something that you can earn compensation for – so what. I know it seems like you may not have enough time. You may not be able to fit it into your schedule. I am a true believer that you have time for what you make time for. Feeding your passions does more for you than watching a TV show or than overworking. It helps you find happiness and joy. It stimulates your brain; it gives you purpose. It’s extremely important for your well-being and for your success in other areas of your life.

Give it a try. Find your passion. Make time for it and feed it.

Stefani David
Seeking Out New Challenges

Take the following as an encouragement and apply it to your daily life. I encourage each of you to embrace new challenges. In business, we face obstacles and opposition. We have to try something out of our comfort zone or normal strategy to stay ahead and innovate. Challenges are inevitable. However, I am talking about embracing a different type of challenge. A challenge that you seek out merely for personal growth.

Recently, I was working with a team and one of the members was acting very out of the ordinary. An extreme amount of energy, excitement, and enthusiasm was oozing from this person. It’s was like a kid in awe inside a candy store the first time ever. It was this genuine drive to create and burst of passion. It was fresh and seemed unstoppable. It changed the atmosphere of the room, and it really made me think. Naturally, I had a conversation with the person and asked questions to know more. When it came down to it, it was because that person was doing something different than normal. This person was doing something that provided a new challenge within the same working atmosphere where that person normally excelled. There’s something about challenging yourself that changes things.

I encourage you to challenge yourself. It can be within the same field that you are already in; it can be totally different. That’s up to you. But take the time to find something you don’t know but could potentially enjoy and learn it. Try it out. The challenge works the brain differently. It gets you out of the mundane tasks of your normal job where you already excel. It gives you a mental break from normalcy and stimulates the growth you need. You are trying something new. You are developing skills. You are learning again. You are finding success in a different way. It’s incredible what it does for your soul, for your work, for yourself. Don’t despise the benefits of learning.

Go out and challenge yourself. You crave it despite what you think.

Stefani David
Five Marketing Strategies to Avoid

1.    RUSH

Companies make poor decisions when they are in a rush especially in regard to marketing. A successful marketing strategy needs to be well thought out and planned, critiqued, adjusted, etc. An idea may spark overnight, but a strategy isn’t built overnight. So, when marketing assets are rushed…it’s obvious to say the least.

Avoid this. Don’t rush things. If you don’t have it, don’t do it. Protect your budget, your brand, and efforts by not rushing.

2.    PROTECT THE BUDGET

Someone relayed this philosophy recently, and it was genius. Think quickly, spend slowly. By thinking quickly, you are thinking ahead. You are thinking of all the options. Thinking quickly helps you avoid overspending. Spending slowly means you are literally being slow to spend. Don’t throw money at everything. Plan things out. Protect the investment and the budget and be wise about how you spend and what you spend toward.

3.    ASSUME

Don’t assume that your market will understand. Don’t assume that they know what you mean. Assuming is a dangerous game. You at are risk when you assume. Be purposeful. Make sure that your efforts and motives are clear. It helps when you don’t rush because you can build a clear marketing strategy that is custom for your target market.

4.    RESEARCH

If you are in any field, research is needed. However, if you are in marketing/advertising/business and you aren’t conducting your own research and analyzing your efforts and your audience, you need to stop and do that now. You are putting yourself at a massive disadvantage when you don’t research. Research trends, research what your market is wanting, research if your social plans are working. Don’t trust the general numbers blindly. Create strategies to gather your own analytics specific to your company. This will save you money, time, and energy. Invest in yourself by doing research. 

5.    QUALITY

This may seem like the opposite of protecting the budget, but it’s not. Investing in quality employees, quality products, quality programs, etc. actually saves you money. Paying for a high-level employee that can do more than 3 people is saving you money. Quality is important. A quality experienced for your consumers motivates them to come back. Spend the time and resources to build a quality brand. That in it of itself is a selling factor that will earn your company a lot of points.

Stefani David
Hire Someone

Stop doing it all yourself. Hire people. You can’t do it all. Sure, it saves money. However, the people you do have or even if it’s just you are going to be entirely drained emotional, physically, and mentally. This means innovation will be down; motivation will be down; work ethic will be down.

There are things you can’t do. Maybe you have a team of a bunch of idea people. Meetings are full of great ideas and really innovative concepts. However, you leave the meeting, and nothing gets done. That’s okay. You need to hire executers. You need people that can take those ideas and drive them to completion. You don’t necessarily have to change your ways. Operate in what you’re good at and hire other people to do what you can’t. That’s smart business.

Do what you can. Hire high-level people to do what they can. Rest and repeat the next day.

Stefani David