The First Steps a Marketing Leader Should Take at a New Company

Becoming a new marketing leader at an existing company can have some key challenges – perceived value from other executives, staff buy in, and the need to show rapid business improvements.

Here are some suggestions:

Staff Introduction – executives, direct reports, and discussions – your values and first steps – do within first few days.

Business Plan Review – objectives, products, customer types – learn the business drivers

Marketing Assessment – review plans, status, campaigns, metrics – understand your starting point

Reputation Monitoring – strat tracking – Google Alerts+ – company name, product names, executive name – urgent challenges and staff engagement content

Staff Interviews – Meet with key leaders, get an understanding of key business drivers and activities – find the hidden values – start relationship building

Content Assessment – what is readily available to use for new marketing content, list subject matter experts – SMEs – for content creation

Competitive Analysis – market potential, what are competitors doing

Sales and Customer Care Tag Along – sales cycle, support challenges and opportunities

Staff Marketing Engagement – do simple campaigns that use staff – video interviews – relationship building

Mastermind Group – develop 10-20 key contacts – for your new industry – may need multiple mastermind groups – technology, distribution, etc.

Media Channel Setup – start to setup new channels, test campaigns – rapid reach expansion – shows immediate progress

Social Media Marketing Raleigh Meetup – Social Media Copywriting 9/26

Creating content that is effective for social media marketing is different than creating general Web content. There are rules to follow – both written and unwritten – and guidelines to ensure successful content organization. You want content that is both discoverable and influential. This will help to ensure the use of content that is SEO-friendly and user-aproved. Join us for the next Social Media Marketing Raleigh Meetup #SMMM, taking place at QIC Learning in Cary on Wednesday, 9/26 5:30-8:00 pm.

 Register at:

The Importance of Social Media in Brand Awareness

Social media has become an increasingly important platform in today’s marketing campaigns.

Creating a company page and registering your brand are great ways to promote brand awareness using social media.

Many social networks require little to no cost, and the benefits can be measurable and definitive.

Some sites you might consider include:

  • Facebook
  • LinkedIn
  • Twitter
  • Google+
  • YouTube

Don’t underestimate the importance of a great (or negative) review. Retail sites like Amazon allow users to post reviews about products and services they’ve tried or purchased.

While some sites may require a prior purchase or membership to post reviews, some do not, which may leave you at the mercy of  potentially vengeful customers and competitors.

Social media, when used and managed correctly, can deliver the marketing results you’re after.

QIC Learning offers Internet Marketing courses covering topics like Search Engine Optimization, Social Media Marketing, and Web Site Design.

Free course tutorial:

White Papers: A Useful Promotional Tool

White papers can be used to achieve various marketing objectives, all of which can be tailored to fit the needs of your business. Whether you’re looking to improve search engine ranking, increase web site traffic, generate sales leads or increase direct product and service sales, white paper promotion can be a real benefit.


White papers can:

Increase brand value: increasing the number of brand impressions seen by qualified people

Increase search engine value: contain relevant keywords, high value content = improved search ranking results

Increase web site traffic:  links on hosting sites, links embedded within white papers bring more people to a web site

Increase sales leads: downloads require the submission of contact information from readers who are highly qualified


White paper readers are typically searching for solutions to specific problems. If a white paper explains a solution, and offers a specific type of product or service that can solve a problem, the readers become ideal candidates to buy the products or services referenced within the white paper.

Affiliate Incentive Programs Can Boost Performance Levels

If you’re looking for a way to improve affiliate relations and performance levels, try implementing an Affiliate Incentive Program. Defining the valuable components included as part of your affiliate marketing campaign can help you entice new affiliates and motivate current partners to take desired actions.

Provide Commission Increases, which can be promotional (temporary) or have extended or infinite (lifetime) duration.

Offer Increased Cookie Life, which increases the potential of an affiliate to receive a commission on people who return to web site at a later time and purchase.

Run Affiliate Contests, which may provide bonuses or gifts for achieving contest objectives.

Provide Affiliate Bonuses, such as paying an additional $100 in sales commission for obtaining a new customer.

Offer Activation Incentives,  which can be in the form of rewards given when a person or company has joined a program, or when they begin to use or offer a service.

Test and see which types of incentive programs work best for your affiliate marketing program.


Key Objectives of Search Marketing

Whether you’re looking to increase qualified web site traffic, gain direct product sales, test SEO campaigns or build your lists, search marketing will allow you to do so.

Qualified Traffic

In addition to getting ads placed in front of more people (impressions), the selection of search terms and advertising text that closely match the type of product or service means that the people who click on the ads are likely to have a very high interest. Simply put, you’ll attract more highly qualified visitors.

Direct Product Sales

Search engine marketing programs can be designed to attract web site visitors who are more likely to convert into direct sales. Selecting keywords, such as “overnight delivery,” add to conversion values.

SEO Campaign Testing

You’ll get a relatively large number of qualified people to visit your web page in a short period of time. While the search engine marketing program might be too expensive for a long term search marketing campaign, the data gathered from the campaign can be used to update (optimize) web site landing pages.

List Building

Attracting qualified prospects to your web pages allows you the chance to encourage them, perhaps with a free eBook or software tool, to submit their contact information (sales lead submissions). List building campaigns may use squeeze pages, which only provide the visitor with the option to submit their contact information.

Name and Keyword Testing

Test which names or keywords people respond to and the actions they may be willing to take. These testing programs are not directly interested in the sales they generate. They are more interested in gathering comparison information (such as the click through rate) between different names or words. These campaigns run multiple ads that only change one or two words to determine which words people respond to.

Google Insert Search Changes Internet Marketing Metrics and Effectiveness

The new Google instant results search page changes Internet Marketing effectiveness. As people type their search term, each added letter results in the immediate display of a new search results page.
This instant search page feature shortens the search term which is likely to increase the bid cost for one and two word search terms. The instant search changes which position are mostly selected. It gives added emphasis to positions 3 to 8 while blocking positions 9 through 12 because of the expanded search box (reduces the size of the search engine results page). The claimed benefit for user is being able to search 2 to 5 second faster.

Testing Click Tracking Services – Warning

Be careful when you trial click tracking services. We have been testing and reviewing click tracking services for iMarketing Magazine and we have had some unfortunate experiences.

We believe it is very important to trial services before purchasing them. If an Internet marketing service is not willing to give you a free trial period, they may not be providing valuable services.

Click tracking services measure how many clicks are received on links and may provide additional information such as the geographic location of the clicks and the referring web servers (if available). Click tracking services may be used on outbound links within PDF files, in media files, and on web sites.

One of the key challenges we ran into was click tracking services offer trial periods and may inform you when that trial period has ended and deactivate the links (redirect to an error page) before the notification was sent. One of the services we tested did not seem to notify us at all and they redirected our visitors to web pages that contained adult promotional content.

The features offered by click tracking services can dramatically vary and it is good to test several click tracking services before making a decision to use them. At the very least, we recommend that only put tracking links into non-essential web pages during the test period.