Ignore, Measure and Focus

Gregg Stewart has an outstanding post speaking to Marketing Integration in a Decentralized World. When you get a chance, please read the post and consider – not just the advice – but the solutions that are offered. One of the solutions mentioned was Aprimo. Aprimo is an Indianapolis-based company that I had the pleasure of speaking with over the last few weeks about social media, search engine optimization and blogging.

With the buzz of all these social media tools of late, the typical marketer could be running from tool to tool like a madman trying to keep up. Everything is new, everything is great… it's all the holy grail of building relationships with consumers. I really worry a lot about my friends in the business who haven't ever experienced this euphoria before.

Here's my simple advice for Online Marketers:

  1. Ignore Nothing – I am an advocate of trying everything to both experience it and think about its strengths and weaknesses. As long as there's no compelling reason that it will hurt your business, give it a shot!
  2. Measure Everything – everything you try should be measured both short and long term. I remember when folks used to use direct mail, they'd try it once and stated that it sucked. If they'd done it 2 to 3 times, it may have worked beyond their wildest dreams. Give it a chance before you decide it's a waste of time.
  3. Focus on What Works – the reason why I'm such a huge advocate of blogging is that we know that it generates a lot of content, search engines find and relay that content to relevant searchers, and it drives a majority of traffic when done effectively. Starting with a foundation of great content will never let you down.

I'm not one to ignore the buzz, but I do pay attention to my Analytics and measure the impact of how I utilize all of these different mediums. Once I'm confident that I've leveraged the medium to it's potential, I decide on where to focus my energy.

For many years, that's always returned me to my blog.


  1. 1

    With marketing as with most anything, if you don?t set benchmarks and measurement guidelines for certain campaigns or tasks, how can you achieve or note progress? I do agree it is always wise to explore a new technology and stay abreast of new developments, but understanding your audience, and the ways and methods they prefer to receive information from your company or to stay in touch are usually good indicators of how and in what ways to communicate with them and spread your message.

    One of the things our firm has done is to make sure we truly understand the target audience, what their points of pain are, where they turn to for information and resources, etc. This helps to influence how we market to them. If we discover a trend in certain industries where they are more familiar and trusting of certain types of marketing, we emphasize those more in our campaigns.

    • 2

      Weten is meten! To measure is to know.

      You’re dead-on, Christa! Knowing your audience and measuring the results is the key to incremental progress. Thanks so much for joining in the conversation!

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