Internet Marketing is NOT Easy – part 1

February 7, 2014 By admin Leave a Comment

Why Internet Marketing is not the Easy Ride it Can Seem.

Well, there you go, I have said it! Internet marketing is not easy. Big bold statement you might think. Well, I will explain in this first part of a short series.

We have all seen the plans, the programs, the schemes, the training course all designed to make you a gazillion of your favourite currency units whilst you do nothing but sit on a beach sipping diesel and generating holy radiance. Sounds wonderful doesn’t it? Firstly, let me ask a couple of questions …

If it was that simple, surely EVERYONE would be doing it, no?
If it all makes so much money so quickly, why would the guys selling the programs not just be doing it?

We’ll come to the second question in a later article but just keep it in the back of your mind. It is a very important question.

So, to the first question, why isn’t everyone doing it? And by ‘it’ I am obviously referring to this whole internet marketing deal. The reality is, that whatever you may read it takes hard work. Something that is very clear is that many internet marketing sales guru types will actually tell you this. They say it is hard work, they say that it requires dedication and they will tell you that they can’t guarantee instant results. All of this is true and factual but how many people actually grasp what is being said or indeed, accept it and buy the course or plan anyway? I mentioned a later article and things you need to keep in the back of your mind … this is one of those too.

I will cover the first question in more depth in the next of these articles and then we will come back to the second; which is really important.

In further articles, I will talk about how to really make this stuff work and why you probably wouldn’t operate on your own brain even if you had seen a really good YouTube video explaining how.

Chris Butler

CNC LLP

The Keys to Rapid Lead and Sales Generation

September 21, 2013 By chrisw 1 Comment

The Keys to Rapid Lead and Sales Generation

If you’re using the Internet to help market your professional service, did you know that your results could be hugely improved by using a coordinated system? Being active on social media, blogging regularly, sharing great content and value, and building relationships are the buzz, but if you aren’t feeding traffic into a ‘lead machine’ then you’re losing sales.

Once you have a system in place, it feels like a burden is lifted from your shoulders! No more spending time on social media or struggling to find new ways to create value for your readers with no results to show for it. In addition, if you suffer from feast or famine marketing results, you find your sales smoothing out at a level you desire.

If you’re delivering much of your professional service yourself, time freed becomes time that can be used to add revenue into your business and time that you can put back into your life! The common joke is that entrepreneurs can work anytime they want, they just pick the 80 hours a week that they want…but it’s also a common frustration!

I used to spend hours a day on social media, tried to publish a great article daily, and I tried dozens of techniques, tools, systems, etc. as I educated myself on how to produce sales without struggling or working from sunrise until sunset. But, now that I’ve finally sorted out how to approach digital marketing, I’m finding a renewed sense of energy and joy in my business.

My approach is shown in the graphic below and I’ll describe it so that if you find your results frustrating, you can start changing them today! This is just focused on leads and sales, getting more visitors is a subject for another day.

I guide traffic through links, posts, social media, etc. to one of three landing pages. Each page addresses a different group of people who have the same pain point to solve or compelling desire they want to reach. On the landing page is an offer for a resource that can help with their situation. I’ve found the type of report that I create and give away to be the most effective offer that I’ve created. It outperforms my 60+ handbooks, video courses, etc.

Once the visitors have received the resource, they are entered into my email list for their circumstance. Then I send a series of emails, typically four to six that address the problems they are trying to solve. I’m not holding back on the information I share, I try to pack as much actionable content as possible into the articles and videos I create and send. I typically time them to be delivered every two to three days.

On each email I send, there is a link to the content, which opens in a specifically formatted page that delivers the message to the customer. The pages also have a ‘learn more’ button for solutions that I offer which address the challenges my customers are facing.

As they receive each message, those who I’m in a position to help are developing trust in me as I give them as much information as I can, which some can use to overcome their obstacles on their own. Others will click the button to learn more about solutions that they don’t have to do themselves and will have the opportunity to make a purchase if my solution is a fit for their circumstance.

My “lead generation engine ( LGe )” has worked wonders for my business and I’ve also implemented it in other business’s that I am involved in. Not only are visitors converting to leads and sales, but we’re finding the “right” customers more easily, which makes our work more enjoyable!

To find out more about the Lead Generation Engine ( part of the Digital Marketing Ecosystem ) please post a comment or sign up to our email Tips mailing list on the right.

Social Media is just for chatting right ?? WRONG !!

September 11, 2013 By chrisw 2 Comments

Social Media is just for chatting right ?? WRONG !!

You know the standard response to a suggestion to using Social Media for business from some senior management is something like – ” Why does some random person need to know when I last went to the toilet ” . In other words social media is a place for inane, pretty well valueless chit-chat.

Certainly there are some people who do just ” chat ” on social media. Arguably some social media platforms are felt to be worse than others in this respect. Facebook and Twitter probably are thought to be the worst whereas Linkedin is thought to be the best.

Here at Centripetal we like to say that there are Communications aspects of a Social Media Presence; Authority or Ranking elements and also Promotional or Advertising elements.

Communications

Social Media is just another way that people communicate today. Whereas at one time it was just letters, then the telephone, telex and fax. Then mobile phones and SMS messages. Then email. Now sending Twitter ( Tweets ) and Facebook and Linkedin messages is just the norm. Certainly Twitter is used by many companies as a Customer Service communications channel and we use Twitter, Facebook, skype and Google + in parallel and depending on preference to communicate with clients.

So, certainly communications is one, very important way, of using Social Media. It is not always idle chatter it is often and more and more so ” real and meaningful ” exchanges.

Authority and Ranking Elements

Blog posts to Social Media pages contribute to Google’s ranking algorithm by contributing to the links to the site and by getting likes, shares and comments. Only Google knows exactly what weighting it puts on each element for each Social Media type but there is considerable evidence and agreement among SEO, Social Media and Internet Marketing professionals that Facebook, Google +, Twitter and LinkedIn links and engagement all count towards the authority of a particular domain.

If the authority of a domain increases then it will be easier for that domain to be found through natural, organic search for relevant keywords and phrases leading ultimately to the opportunity for a potential saving in PPC/Adwords costs or to avoid using it at all and a growth in general and targeted traffic.

Arguably, the objective should be to rank naturally for all important keywords and phrases thereby the OPTION to reduce/cease/ not use PPC/Adwords is presented.

Promotional and Advertising Elements

Typically Social Media platforms give you the opportunity to ” Promote ” your posts and also the opportunity to Advertise. On Facebook, for example, advertising can be very targeted. There are certain techniques for getting the maximum number of post views and likes and there are also techniques for advertising at the most efficient rates. Facebook has it’s own algorithm to determine what posts are seen in people’s News Feed’s and this is called ” Edgerank ” . You must understand Edgerank if you are to succeed in growing your Facebook audience and engagement.

It is understandable but wrong to think of Social Media Platforms as being purely communications platforms.

In history new communications methodologies have always been ” hijacked ” for marketing and sales purposes pretty quickly. Almost as soon as the telephone arrived it was used for cold calling. Fax machines are notorious for ” Spam ” faxes. The same thing with mobile phone ” text messages “.

The communications and promotional and advertising aspects of social media are therefore pretty typical. What is new about Social Media is it’s effect on the ranking and authority of a domain.

BeeFM Social Indie Music Experience Starts its Crowdfund on IndieGoGo

August 23, 2013 By chrisw Leave a Comment

A revolutionary Music channel is asking it’s users and fans to promote its fund raising across the world

BeeFM connects the producers of Indie Music (the writers and performers) with the consumers of music (the listeners and buyers)

One of our clients, BeeFM Radio, is starting a global Crowdfund on IndieGoGo. We have now supported a few of our clients as they raise funds in this way.

Obviously one of the main objectives of Crowdfunding is to raise funds. There are other objectives though e.g.

To raise awareness generally and in the Angel and VC community; some Crowdfunders have been so successful that Angel Investors and VC companies have invested alongside the Crowdfund.
To continue to test the proposition
To get more business.

BeeFM is a revolutionary Social Media based Internet Radio Channel. It is Facebook based at the moment but can be ported across other Social Media platforms e.g. Google +.

Traditional Radio (Terrestrial and Satellite) and Music TV are completely controlled and the barrier to airplay or viewing is high – even to get on rotation on a radio station can cost typically $5k in the U.S./£5K in the U.K. Typically an Internet Radio station might require you to prove demand via social media or “phone ins ” before they will play your track. Note that having an Internet and Social Media presence is almost a mandatory requirement for an artist now.

Photo: Share with friends, together is better! http://www.beefm.com

BeeFM users decide what they are going to play and listen to – with their playlists being automatically created from the music that their friends play on Facebook. ( You can filter, skip and delete music that you don’t like ). Certainly very few people have time to look for, collect together and then listen to music curated by their friends.

The Internet presents great opportunity for the Indie Musician – in theory any artist new or old can get their music out to the world – in practice there is enormous competition to get heard. New music is, arguably, relatively easily created now so there is much more of it and there are many more people promoting themselves on social media. We now have many examples of musicians completely short circuiting the music establishment – Amanda Palmer, Adele, Psy, Drake, The Weekend, Macklemore etc etc. Amanda Palmer raised $1.25 Million which enabled her to call the shots on her musical and performing direction. Adele was able to negotiate from a position of strength and negotiate a distribution deal while owning her own label and music. Macklemore negotiated a special deal with Warner Bros. based on his social media presence and popularity. His YouTube for Thrift Shop has 405 Million views!

BeeFM directly connects Buyers ( mainstream music lovers ) to Sellers (the writers, producers and performers of music) on a global scale.

It enables, particularly, Indie Artists/Bands/Musicians to maximise earnings and share of earnings. It disrupts the old industry model where most of the earnings go to the Labels, Publishers, Promoters, Distributers, Managers, Retailers and Digital Sales Platforms. Yes, that IS a lot of people taking a slice of the pie isn’t it?

BeeFM actually knows what it is talking about when it comes to supporting Indie Bands and Musicians because it has been doing so for the last year or so. It has taken on a ” Digital Management ” support role for some great up and coming Indie Artists from around the world. Many of these are featured on a ” compilation CD ” that is available as part of the crowdfund.

BeeFM is also a ” Big Data ” project. It is able to predict and serve appropriate related music to listeners. BeeFM can already tell you though that the assumption that because someone likes Music A they will also like Music B is a very dangerous assumption. You will be surprised at what people do like and also many people are not genre focused as is sometimes assumed.

BeeFM is Platform and Source independent for sound and video . Actually, although it focuses on music it is technically capable of promoting anything that is sound or video based. Currently BeeFM supports YouTube and SoundCloud but will soon add Vimeo and other sound/video sources.

The link to the BeeFM crowdfunding campaign is HERE . Don’t worry if you can’t fund – please share to your networks.

You can try BeeFM Radio HERE. This is the current version and will be developed as described in the crowdfunding campaign video and information.

Photo: Invite your friends to join the conversation! 
http://www.beefm.com

The rise of the social selling expert …

May 14, 2013 By chrisw Leave a Comment

This post on the rise of the social selling expert could have been written for or about us. As has been pointed out in the comments the reference to Big Data is a little confusing and perhaps irrelevant.

However Jeff Molander (the author of the article) points out why he referenced it in his response to one of the comments:

‘Hi, Jacob…Thanks.

Ok. Honestly speaking? I suppose I did that to create interest in a different angle that nobody’s talking about: Big data as a dangerous distraction to getting the job (sales) done w/ what we already have come to learn and understand (social).

Yes, you can employ both. But ultimately I’m a guy who (if you read me regularly) is coming down hard on the side of marketers being held responsible for creating leads and S-A-L-E-S.

So any marketing initiative (big data and social marketing) should be held accountable. A good number of folks disagree w/ me on that and that’s just fine.

Anyway, I’m just thinking that if someone works in social media they risk being overshadowed by hype and spin of a ‘new’ gimmick (which is what I believe big data to be for the most part).

As Bob Hoffman says, ‘There’s no bigger sucker than a gullible marketer convinced he’s missing a trend.’

If you didn’t know Big Data is a very trendy and fashionable thing with Business Angels and VC’s at the moment and Jeff knows this.

Now if you replace Big Data with Analytics or the analysis of how well you are doing in creating leads and sales using digital marketing methods then you have an article that almost describes our whole reason for existing.

Here’s where Jeff really gets to the point :

‘Said more bluntly: Will you be seen as a money spender or a money-maker in 2013? Will you get caught up in Doug Kessler’s Crap storm or will your content produce leads and sales? The difference between content that’s crap and content that isn’t is simple: Ability to create a business lead.’

This is terminology that we use a lot. Are you a cost (liability) to the business or are you an asset to the business?

Jeff explains why you need to become the latter rather than the former:

‘Maybe you’re asking, ‘why is now the time… why should I be considering rising to the ranks of a social selling expert?’ Because the trend toward investing more on big data must be met by big change. If you’re going to keep your job or client relationship (or GROW it) you’ll be wise to become a social selling expert. Reach beyond engagement and become a money-maker, not just a money-spender.’

I have a sort of hierarchy for Digital Sales and Marketing people:

Those who have a proven ability to get leads and orders via Digital Sales and Marketing methods: Jeff mentions a couple of people – Ed Worthington and Marcus Sheridan. Marcus is ‘the Pool guy that HubSpot always wheel out to prove the effectiveness of Inbound Marketing.’ No criticism intended Marcus, alias The Sales Lion, IS a great example of a social seller.
Those who might not understand how to get leads and orders via Digital methods yet but DO understand that they need to get there and are actively trying to find out how.
Those who are in denial and don’t think they have to even try to get leads and orders via Digital methods.

Position 2. is an ‘honourable’place to be. It’s a place where we spent quite a few years – looking for the answers but not having found them. Then we found HubSpot (Brian Halligan and Dharmesh Shah) and Stuart Ross and Jay Kubassek (Six Figure Mentors, PRO-U and Digital Experts Academy) amongst many others. We saw a number of ways to get leads and orders via the Internet and then we refined those methods to suit our target markets.

Have your business and marketing reviewed by three globally recognized SMB experts! Learn about our free CNC assessments here and see how our dashboard can help you understand your Return on Marketing Effort (RoME) CNC Assessment.

Things we think are important and believe in….

May 13, 2013 By chrisw Leave a Comment

These are the rules we work to at CNC, we believe that our blend of experience, technology and ethics makes us unique. We hope you do too.

We build Digital Marketing solutions that add value to your business.
We enhance your company’s digital sales and marketing systems and increase the value of your colleagues and employees. This achieves maximum performance for the life of your company and a higher valuation in any exit.
We focus on getting more traffic, visitors, leads and orders for your company. This is our key driver.
We believe that there should be a consistent brand across all Social Media platforms.
We believe that the customers of our customers should be able to choose any communications channel that they prefer.
We believe that our customers should own the systems WE build to add to THEIR own value.
We provide senior management with a simple dashboard which shows how Digital Marketing is contributing to the company’s key strategic objectives (KPIs). A critical measurements is Return on Marketing Effort; this shows how what you do converts to sales. Our dashboards are customised to your needs and are not off-the-peg, one-size-fits-all solutions.
We believe in building a co-operative Internet Presence where each element is powerful in its own right but when each element supports every other element it leads to a dominating presence. We call this the Digital Marketing Ecosystem and it results in a quality, highly relevant, high authority Digital Presence.
We believe in building a quality, relevant Internet Presence. We do not use Black Hat techniques to do this; we work with Google and it’s business objectives rather than try to fool them. By deploying the Digital Marketing Ecosystem we do this quickly and effectively.
We believe aesthetics are important but that effectiveness in achieving the primary business objectives is paramount. Looks are nothing without substance and purpose. Great results can be achieved with simple design. It should be noted that some of the most powerful, successful Internet platforms in the world have the most simple user interfaces.
We are Digital Sales people and Digital Business-people not simply Digital Marketers.

Our aim is to increase your Company Valuation

April 25, 2013 By chrisw Leave a Comment

Not many Digital Marketing companies are going to state so clearly that their objective is to increase your value (if you are a one man or woman band) or the value of your business. We DO!!

What are the primary company Valuation metrics? Actually what are the key metrics of a high performing, high valuation company?

This blog article here lists them as follows:

The seven key factors that contribute to premium company valuations in order of importance are:

Strength of Existing Client Relationships
Technology
Quality of the Management Team
Marketing Strategy
Financials
Employees
Image

You can read the article for more detail but the reason that THESE are the main criteria is because a company that seeks a premium valuation has to have tremendous potential for growth. That growth must be consistent and strategic.

A couple of notes:

More often than not Technology drives competitive advantage.

It is not the quality of the top Management Team that is important (when it comes to an exit valuation) but the quality of the Tier 2 management team – the middle managers; in a company sale the owners or founders will likely leave.

Acquirers and M&A specialists will often focus on the numbers – revenue, profit, industry comparisons of multiples etc but these are what I lump into ‘Asset Valuation’ and the real key to high valuations is ‘Potential Valuation’.

A typical ” Accountants ” view of a company’s value.

In order to relate these valuation metrics to Centripetal’s Digital Marketing Ecosystem and our key strategies let us slightly alter, expand and re-group these factors:

Group 1

Strength of Existing Client Relationships
The Technology that drives consistent, strategic and competitive advantage
Sales and Marketing Strategy (Traditional and Digital)
Financials
Image (Brand)

Group 2

6. Quality of the (Middle Management) Team

7. Employees

In order to keep this article reasonably short and on topic I am going to leave Financials and Image (Brand) – although it should not be lost on you that these two things, which are often regarded as most important are actually LEAST important in a high valuation company.

It is also true that 1,2,3,5,6 and 7 will drive the numbers; the Financials.

I am also going to make this assumption .. that you, as a company have a good grip of the traditional or offline side of things. In other words you have the people and processes in place that enable you to conduct traditional business and what you are looking at is ” Digital Business “.

So, you can re-word the above descriptions such as ‘The Digital strength of Existing Client Relationships’, ‘The Digital Sales and Marketing Strategy’ , ‘The quality of the Digital focussed Management Team’, ‘The Digital knowledge of your employees’ etc (Let’s not get too bogged down with this – I think you know what I mean). If you are a Digital Business then obviously it is all about Digital relationships. If not then your Offline/Traditional/Analogue business goes hand in hand with your Digital Business.

Our aim then, is to improve the valuation of your company by enhancing your Digital Sales and Marketing strategy and processes, your Digital systems, your Digital client relationships and the Digital knowledge and skills of your managers and employees.

The way that we do this is pretty well outlined in our overview video on our front page – it starts with understanding business strategy and objectives (goals), offerings (products and services) and (target) markets; we audit what you have in place at the moment and how well that is working and then we help you build or enhance your Internet Presence or Digital Marketing Ecosystem – a system that gets traffic and visitors and then converts them to orders.

A key aspect of our systems is an analysis of what is working and how well it is working and whether or not it is taking you towards your business objectives and goals.

We eventually build our clients a customised Digital Marketing Dashboard that helps management work out whether the Digital Marketing spend is getting a return (we call this Return on Marketing Effort or RoME).

CNC Digital Marketing Ecosystem Executive DashBoard ( Rough Draft )

It was implicit in the Valuation Criteria above that YOU owned the systems and Intellectual Property and people that deliver these results. That is why we don’t try and sell you a proprietary system that is owned by someone else (e.g. Us) … we help YOU build YOUR system that is YOUR property and generally speaking we use industry standard tools to do this.

This is how we build your value or your companies value!

Click on this link to learn how we can help you develop your capabilities and control your own Internet Presence.

Act the Host or Hostess in your Social Media Community

April 16, 2013 By chrisw 2 Comments

What is YOUR role in YOUR social media community ??

How do you move from social introduction to business transaction ??

My very good friend ( on the Internet ) Mike Martino of Social News Corp. did me the very great honour of putting me, Lichfield and Mercia into his Social England Summary … HERE . There I am, surrounded by Royalty, great British Institutions and famous English places. I came to achieve this after connecting with and supporting Mike in his efforts to raise the awareness of the Social News Corp. globally.

Mike has been kind enough to say, more than once, nice things about me on his main communications platform Twitter. e.g.

Mike Martino ‏@SocialNewsCorp

LONDON (SocialNewsCorp.) Please take the time to introduce yourselves to a #socialmedia master Chris Windley @cwindleyhttp://www.SocialEngland.com

AND

Mike Martino ‏ @SocialNewsCorp
@cwindley You’ve been a great social media ambassador to the #ukwhile representing the best of what it means to be internationally social

There are other quotes from Mike and others HERE .

( N.B. When Mike saw this blog he said:

Mike Martino ‏@SocialNewsCorp33m

@cwindley it is your unselfish ability to connect people and businesses all over the world that earned you a spot on Social England™ #uk)

He also said something like ” It was like being in a global party where Chris Windley was the host ” .

Yesterday I was talking to someone who has already achieved great results helping to build a ( very niche ) business by promoting using Pay Per Click ( P.P.C. ) and Search Engine Optimisation ( S.E.O. ) and is also now using Google Adwords advertising ( with Landing Pages ) but is considering using Social Media.

They are also making improvements to the business’s website ( adding a blog etc ) and in general building the businesses Internet Presence and Digital Marketing Ecosystem.

For various reasons this has to be done carefully ( there are many potential pitfalls ) and specifically ( the ideal client is very well understood ).

It made me think of what Mike said. I had already picked out Twitter as an example of a Social Media communications channel where you can establish communication very quickly and directly with your target audience. ( I happen to also think that a lot of this businesses potential clients are on Twitter ).

Your Twitter ( or Facebook or Linkedin or Google + ) community is ” your party of which you are the host or hostess ” and it IS indeed your job to try and keep the people at your party happy, entertained and informed.

It is also your role to introduce people to one another. Why would you introduce them ?? Because you think they would get on, have fun and/or be able to help one another. How do you know this ??? Because you know them and something about what they are interested in and/or do.

It is also your job to invite people to the party ( into your community ) that will get on with the other people at the party.

Will you always invite the right people to the party ??? NO !!

Will you always succeed in your introductions ??? NO !! Some people that you have introduced will not get on as well as you hoped and some people will not even understand what you are trying to do. ( Think about a real life party when your host/hostess introduces you to someone – sometimes it works and sometimes you try and get away as fast as you can – with manners – do so !! ).

As Mike has pointed out I often introduce people to one another from different places in the world. ( Obviously my community is global ). I also introduce them ” across platforms ” i.e. from Facebook to Twitter or vice-versa.

One of the things that I have found out is that people have a preferred ( Social Media ) communications channel. Actually, a preferred communications channel period – e.g. many do not like email. Michael, Chris and I were laughing a while ago because after months of ” skyping ” , Facebooking , Twittering and emailing we decided to give one another our mobile numbers and then actually ( shock horror ) sent one another ” Text ” messages.

Many people that I know very well online I have to ask for their email addresses.

Another skill that I have found that I have is to move from meeting someone online and ” having a quick chat ” to ” talking business “. Talking business sometimes leads to doing business and I have formed businesses and invested in businesses all online.

Clearly getting to a business transaction is a long way from having a chat with people online.

To be continued ..

The Digital Marketing Ecosystem Dashboard

April 1, 2013 By chrisw 1 Comment

When we built the Digital Marketing Ecosystem we knew that we would have to have some way of showing our customers that the Digital Marketing Ecosystem was working for them. We think that one of the big inhibitors to senior management adopting and supporting Digital Marketing generally is that they don’t see any tangible results. We also think that they don’t necessarily have to see floods of leads and orders (although that is always the ultimate goal) but they do want to see progress in the direction of their business strategy.

In the offline world if you put a salesperson or salesforce into place it typically takes a while for each individual and the team as a whole to perform effectively.

Sometimes there can be an immediate, positive result but usually it takes a while.

So, management wants to know that the effort that is being put into Digital Marketing (and of course all Marketing) is aligned with their strategic objectives. Then they want some indication of progress towards those objectives.

Of course Dashboards are not a new idea. In fact, as we know, they are one of the most familiar ways of displaying key information to people in potentially vulnerable situations like driving cars and flying planes. Depending on how well you monitor, interpret and react to the information displayed, it can save your life.

Of course some dials or gauges on, for example, cars and planes are deemed to be more important than others. Speed and Revolutions per Minute (RPM) get pride of place in a car.

Engine temperature and Fuel available are the next priority.

Modern aeroplane dashboards are considerably more complex:

and when you go back to an earlier era e.g. a simulation of a Spitfire dashboard

It does not get much better.

An experienced pilot, if asked what are the main dials/gauges they need, is likely to respond with something like this …. attitude / altitude / airspeed / RMI ( Radio Magnetic Indicator – basically a compass ) / “Power” (what ever gauge on that type aircraft that indicates engine power setting).

Most of us can drive – only a few of us can fly a plane.

Digital Marketing is also a complex scenario. You are unlikely to die if you get Digital Marketing wrong – you can easily die if you get driving a car or flying a plane wrong.

There are lots of things that you COULD display when it comes to Digital Marketing.

Inbound Marketing specialist HubSpot likes to highlight Traffic and Leads.

or Visits and Leads

and clearly these are important elements. As HubSpot like to say – Get Found (Create Traffic and Visitors) , Convert (Traffic into Leads) and then Analyse (How you did it).

When we build a dashboard it is customised to the particular client. Typically we will have a measurement of traffic and visitors to that website or web page. We will also have indicators of split tests (trials of slightly different approaches to digital marketing efforts).

Our main dials are our Business Potential Indicator (CfPOT) and our Marketing Effectiveness (Enumerator) Indicator. The Business Potential indicator essentially shows the potential of a particular Digital Marketing approach . The Marketing Effectiveness indicator shows how well we are doing in achieving that potential.

The approach that companies like HubSpot and Infusionsoft have taken is to license you the use of Digital Marketing software and then provide help in using it. Our approach is to build you a Digital Marketing Ecosystem (which you own forever) and show you how to get the best out of it by providing you with customised dashboards. We charge a fee while we help you build your system.

Here’s a key question to ask yourself: If you lose service from HubSpot, Infusionsoft or Centripetal what happens to your Digital Marketing efforts ???? Here’s a clue: With the Centripetal approach . NOTHING – it just keeps going.

To learn how our Digital Marketing Ecosystem can help your business, send us a note and we’ll set up a time to chat.

The unbelievable power of the Internet and Music

March 23, 2013 By chrisw Leave a Comment

When you have global Internet networks one thing often leads to another

How musicians and bands have increased their worth and helped the venues that they play in – if you are an artist or a venue you don’t want to miss this

JoeJoeKeys and his band Me and the Boyz have been playing in Western New York for sixteen years and they are very successful. They command a premium rate for at least 2 reasons: They are a great band AND JoeJoe has a massive Internet network. ( We are talking about 40,000 followers on Twitter and 4000 plus on Facebook – just for starters ) If appropriate JoeJoe is able to get people to come to venues to see him ( obviously this is not appropriate when he is playing private venues ).

Now, you don’t get to these numbers of followers unless you have something about you …….. and YES JoeJoeKeys ( alias Joe Liedtke ) definately has something about him. He is a ” character ” , a ” personality ” and a ” brand ” online and he ENGAGES with his followers ( one of his favourite statements is ” Social Media is a telephone NOT a megaphone ” ).

His followers are his friends and his ( online ) friends want to meet him offline too !! So, guess what ??? – they travel to see him when he is playing at venues. So recently Taylors Niteclub and Bistro got ” hit ” by some of Joe’s ” virtual ” followers…

Photo: From the Me & the Boyz show at Taylor's Niteclub

…. who photo’d him and the band – the first time that I had seen them live in action !!

ACTION is the key word here – Joe’s virtual friends took ACTION to become his real life friends and THAT meant the venue had new paying clients.

Now, this was a little bit spooky that Joe mentioned this to me ( on Facebook ) because I was thinking about just this subject.

Sorry but I can’t actually give you too much detail here because this is about the global launch of a singer at a Toronto Wine Bar called Eight Wine Bar in the Cosmopolitan Skyline Hotel in Downtown Toronto. Now, this Wine Bar has already been the recipient of global attention as a result of the Launch Party being held here in Mid-April.

The record company Tweeted that they had selected the venue for the launch party and their ” virtual team ” put the message around the world.

Now, think about this …… within seconds of confirming the venue it was known to a global virtual network who ReTweeted it on Twitter or shared it on Facebook. It was known in Australia, London, U.K. , Virginia, U.S. etc etc etc

… and this is just the start

Eight Wine Bar is on the map and the flag is getting bigger !!!

Again, details of the launch are confidential but I hear that the event will be ” live streamed ” globally over the Internet and anyone who does not get to see the live stream will be able to watch it on YouTube and BeeFM.com ( one of our clients ).

In addition there will be Tweets, Facebook comments and shares on, for example, Linkedin, Pinterest and Google +.

As I understand it they only want ” the right people ” to be in the actual Launch Party ( I don’t know what the actual capacity of the venue is ).

Let’s say that it is 200 people.

Via the Internet they have the potential to reach 10’s or 100’s of thousands of people globally. People will know that this singers career was launched in Eight Wine Bar, Toronto.

When any of these people visit Toronto ( which by the way will also have had considerable publicity ) they are going to head for Eight Wine Bar to see where ” it actually happened “.

The people connected with for this event are then going to follow on to future events and of course will be part of the singers journey forever.

Keep in touch for more details on the Launch Party and … the singer.