Browsing articles tagged with " inbound marketing Archives – Small Business Marketing Sucks"

Who Even Uses the Yellow Pages Anymore?

Jul 26, 2012   //   by John Tabita   //   Advertising, Business, Internet Marketing, Marketing  //  No Comments

who-uses-yellow-pages-anymore

I had the opportunity to speak with an account rep at an Internet company recently. As we talked about different types of advertising, it became obvious that he distained old media. He said that television advertising was pointless because people TiVo past them, and that he “couldn’t begin to remember” the last time he’d looked in the Yellow Pages. Instead, he uses a smartphone, buying a new one every 3 to 6 months, because he gets bored with the old one.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Winning the Zero Moment of Truth

May 31, 2012   //   by John Tabita   //   Business, Internet Marketing, Marketing  //  No Comments

A few weeks ago, my wife saw a commercial for a Bowflex TreadClimber and asked me to find out how much one cost. After discovering they were a few thousand dollars more than I was willing to pay, I went looking for a basic elliptical trainer (something I’ve wanted for some time).

I did a search for “best elliptical machines” and found a number within my price range, then read some reviews and did some preliminary price investigation.

The next day, I ran an errand after work. On a whim, as I was about to leave the Lowe’s parking lot, I decided to search for a local sporting good store on my mobile phone. Finding two within a few miles, I drove to each to see what they had.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Get a Facebook Page for Your Business—or Else!

Apr 26, 2012   //   by John Tabita   //   Advertising, Business, Marketing, Social Media  //  No Comments

Get a Facebook Page for Your Business

A small, local festival had a small problem … or a big one, depending on how you look at it. Someone had set up a Facebook page about the festival—which was fine, except they’d used the festival logo as the profile picture, giving the impression that they were the “official” page. The webmaster had even received emails saying, “but it says on your Facebook page …”

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Confessions of a Twitter #Newbie

Mar 25, 2012   //   by John Tabita   //   Business, Internet Marketing, Marketing, Social Media  //  No Comments

twitter-newbie-marketing

If you’re wondering why I’ve inserted the # symbol before ‘Newbie’ in the title, fear not, you’ve come to the right place. Because I write about web marketing, it’s tempting to want to appear the expert on all things web. Which is why (until recently) I’ve avoided topics like marketing your business on Twitter.

I considered waiting until I learned enough to at least appear as if I knew what I was talking about. Instead, I decided to write about it as I stumbled along. That way, someone besides me would learn from my mistakes.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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How to Market Your Business with Twitter

Feb 27, 2012   //   by John Tabita   //   Business, Internet Marketing, Social Media  //  No Comments

I must admit, of all social media, Twitter is the one I “get” the least. Don’t believe me? Check out my whopping 59 Twitter followers. (Oops, make that 60!) So if you want talk about RTs and #hashtags, this won’t be the read for you.

On the other hand, if you’re looking for something more basic, like “How can I market my business with Twitter?” then read on!

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Twitter: Your Own Personal Pocket-Yoda

Feb 20, 2012   //   by John Tabita   //   Business, Internet Marketing, Social Media  //  No Comments

Whenever I’m asked about Twitter, it’s usually from people with the pre-conceived notion that everyone there is a self-absorbed narcissist tweeting about what they ate for breakfast. And while Twitter does attract more than its share of self-centeredness, it’s also much, much more.

Twitter often defies explanation, but my niece has one of the best I’ve heard:

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Inbound and Outbound Marketing: The Good, the Bad and the Ugly

Feb 5, 2012   //   by John Tabita   //   Advertising, Business, Internet Marketing, Marketing, Social Media  //  2 Comments

Michael Hyatt, Chairman of Thomas Nelson Publishers, says that when we think there’s a singular solution to our woes, we’re guilty of “silver bullet thinking.” It’s precisely this type of thinking that’s led to the debate over whether inbound or outbound marketing is “best.” Proponents of inbound marketing claim that, in new era of social media, outbound marketing is no longer effective. Yet, many companies continue to use outbound marketing with great success. Let’s take a look at each.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Using Retargeting to Increase Online Sales

Nov 14, 2011   //   by John Tabita   //   Advertising, Business, Marketing, Sales  //  No Comments

… advertisement is engraved on the memory by the expensive process of mere repetition. It may be a crude and an expensive method, but it seems to be effective.

Over 100 years ago, Dr. Walter Dill Scott, pioneer in applied psychology, wrote that in his book, Psychology of Advertising in Theory and Practice. In today’s advertising vernacular, this is known as frequency, the number of times a person must be exposed to an advertising message before a response is made.

In his 1885 publication, Successful Advertising, Thomas Smith described how frequency works, based on 20 exposures to an advertising message:

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Are You Hot or Not? Local Search is on Fire

Oct 1, 2011   //   by John Tabita   //   Business, Marketing  //  2 Comments

Predicting the future is always risky business. But a recent article, Four Mega Trends Shaping the Future of Commerce, gives an insightful look into what that future might hold.

In the next decade, we’ll see more change in the commerce landscape than in the past 100 years combined.The reason? Four mega trends being driven by consumers are dramatically changing buying and selling habits as we know them. Merchants of all types—from brick-and-mortar retail outlets to non-profits, to manufacturers and even those selling online—need to ensure they’re keeping pace or risk going the way of Blockbuster, Borders and the dinosaurs.

One of those trends is the merging of mobile and local search which, according to the article, “is leading to the creation of entirely new business models and opportunities for merchants and consumers alike.”

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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Outbound Marketing is Dead! All Hail Inbound Marketing

Sep 29, 2011   //   by John Tabita   //   Business, Marketing, Sales  //  No Comments

The following was a guest post at TMR’s Direct Mail and Marketing Blog.

In their book, Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing, Bryan and Jeffrey Eisenberg say that …

…customers want to enter into dialogs with businesses, to establish relationships, participate in the conversations, and be more in control of the exchange. They expect a level of personal communication tailored to their needs and wants—relevance and context are their top priorities. (p 41)

That sums up the philosophy behind inbound marketing in a nutshell. Customers are in control. They TiVo past commercials, subscribe to commercial-free satellite radio, circumvent pop-up ads with pop-up blockers, opt out of receiving phone books, and use caller ID or the “do not call” registry to avoid telemarketers.

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John Tabita

Marketing Evangelist and Blogger at SitePoint.com. Digital Strategy Director at HainesLocalSearch.com. Passionate about helping people and businesses reach their fullest potential and become wildly successful.

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