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1 Little Thing you’re Leaving on the Table Could Cost you, Big Time.

I was getting ready to leave the house this morning when my little 4 year-old, Nathanael, came at me with cool hotwheels truck that he wanted me to bring to the office with me.

It’s the small metal kind that I used to play with when I was a boy – you know, the one that still sells millions to kids everywhere. It’s a red Fire Department truck that looks like it’s a 4X4 meant for off-roading. Tons of fun!

I ended up leaving it on the counter near where he was eating breakfast as I walked out the door but before I reached my car, he came running after me in tears, “Daddy you forgot your toy..!”

What a jerk I was – to spurn his gift. To not receive something that he just knew I would love playing with when I needed a state-change during the middle of my day.

I grabbed it and assured him I’d be playing with it at work…

This is significant because in business, especially in marketing, there are all kinds of “shiny objects” that are pushed by the latest “guru,” or old products that you’ve never tried but even at the recommendation of trusted advisors you still haven’t incorporated into your strategy.

…you’ve left the building without grabbing the toy.

The one thing that could change everything

One of our clients owns a large ecommerce website with thousands of pieces of fine gold and diamond jewelry. The CEO has always had his hand on all the marketing, so when I introduced him to a new concept of using video and blogging to start dominating, he was all ears, but clueless.

Instead of walking away without the “toy,” he decided to have one of his local colleagues come over to show him exactly how to shoot and record video, then upload it – then blog around it, then share it.

Omnipresence is in his future. He took the red pill, and he’s going to join the elite.

Simplicity in Marketing vs. Shiny Objects

Have you ever been told to do something that sounded too simple? Too easy with not enough rules or promise of exact ROI?

Have you ever considered implementing something that didn’t cost you money – but instead was a minor investment of time that if done often enough, with messaging consistently enough, could actually become the most effective channel in all your marketing?

I’m talking about YOU, getting in front of your target audience in a new way that dominates. One that seems omnipresent to your potential clients.

It’s authentic.

It’s connection.

It’s your moral duty and obligation.

Picking up your phone and recording specific videos around what your target audience is searching for is not only a good idea, it’s easy to do once you get the reps in.

The phone they hold in their hands while Googling a solution to some kind of pain they’re experiencing can connect you with another human in a genuine way that will silence all other competitors in the mind of your new potential client.

And it’s something you can get started on right away.

It’s not shiny. It’s not a DFY service. It’s just you. And your audience… connecting over a problem that YOU can solve.

Your competitors aren’t doing it.

You’ve probably never done it.

So don’t break the rules, change them.

THE END

Let Fear Feed the Fire in Your Business

…by starving fear of it’s favorite food, TIME.

I was speaking with a potential client today who was operating at about 20% capacity of what she could. She contacted us because of this pain that she was facing in business.

She’d done all the instagram posts and facebook interaction, but still wasn’t near capacity in her business, which is related to the beauty industry (owns a local salon).

While she’d been spending a few dollars on some advertising, she was afraid to spend more because she didn’t think she could afford to at the rate she was bringing in new clients.

What I picked up on was fear. She was paralyzed. She was unsure what would work and what wouldn’t and wanted answers. She was even talking about closing shop!

Are you gripped with fear that has been paralyzing you? Are you full of anxiety when it comes time to make that call or visit that client? Are you afraid of what others in the market might say if you went to war with your industry?

All of these fears are what can either take you out of the race OR they can Feed the Fire!

STARVE fear of its favorite food, which is time – and act IMMEDIATELY. Moving towards the things you’re afraid of in business is exactly what will enable you to no only conquer that fear but to grow because of it. And to profit from it.

Use fear as an indicator to GO

The only thing that makes the difference is action.

No matter what excuses you’re telling yourself about the thing you’re afraid to do, that fear is a guidepost telling you to go. And do it now.

Getting lucky has nothing to do with success in life. It doesn’t even require money. Success requires that you move past your fears in life by acting powerfully and with speed.

How Driving Through Tijuana is like Internet Marketing

Corey D. Rose here-

Last weekend I was invited to go with some of the fellas from my church to go to Tijuana MX to help build some walls at a new church that supports some missionaries and orphanages.

We met up at our home church in North County San Diego bright and early on Saturday before 6am then got into a couple trucks and headed out.

The weather was perfect, the marine layer starting to burn off as the sun was rising over the mountains.

We approached the boarder and there was really no line so we flew right past border patrol without incident.

Then we got to the streets … dang –

Now I’d been to TJ in the past, even driving, and it’s always a huge shock compared to what I’m used to in the states.

There were people darting in front of cars, cars not stopping at stoplights and lanes seemed to be a suggestion!

And the dudes who were driving weren’t even using GPS! Fortunately I was with some guys who knew the area so well that they also knew to drive 4×4 pickups. Why?

Because some of those streets are so dang steep that a 2 wheel drive would skid out – and forget about climbing them in the rain!

Internet marketing can seem just as crazy as trying to navigate through a foreign country without a GPS and without a 4×4 if you’re not being guided by someone who knows the territory.

Building Your Own Marketing Channels or Delegating?

I run into a ton of well-meaning people who set out on their own to do their own marketing for whatever reason:

  1. save money
  2. learn all the aspects of the business
  3. stay in control of everything
  4. just because .. ?

This is downright foolish if you’ve not counted the costs of going it alone. You’ll need a GPS, a four-wheel-drive, plenty of gas and ALL your focus has to go into building out any channel or it’s not worth doing.

Or…

You find someone who can hop on board with you to help build your equity, brand and profits.

You don’t necessarily need to hire someone F/T to build one channel and manage it unless your ad spend is in the millions / month.

You probably shouldn’t task your marketing manager / director with building out all your channels if you’re spending tens of thousands / month because the campaigns all require significant monitoring, optimization and tweaks along the way.

If you’re caught in a rut of not knowing exactly how well each channel is performing, this is probably a result of no conversion tracking and sending all your traffic into the same bucket.

You should absolutely be bringing paid traffic to your business website, but you should be measuring absolutely every click and dollar spent.

If you’re in this scenereo, I want to personally pop the hood on your website and channels for a complementary look to at least make sure you’re not bleeding out. What the heck, it couldn’t hurt!

Fill out the form on the bottom of this page and I’ll be in touch!

THE END

A Big Marketing Lesson from This Little Bastard

…And it could be costing your business tens of thousands of dollars.

Last weekend I went to the Carlsbad Lagoon with some other families that have kids about the same age as my kids. They’re all between the ages of 3 and 11, about 12 of them between 4 families.

It was overcast but fairly warm, about 75* outside so the kids weren’t too in to swimming that day but fortunately my friend brought a kayak, SUP paddle board and a huge inflatable.

There were no waves at the lagoon so the water was pretty calm, and it was a shallow shoreline with plenty of dry sand for beach stuff along with lots of shallow water in front of us.

As I was standing ankle deep in the water, I noticed a particularly large blue crab moving pretty quickly between my feet and the dry sand, so I grabbed one of my friends and a bucket and we scooped him out of the water and onto the sand for a little show and tell for the kids.

The crab quickly nestled himself into a footprint in the sand and stopped moving so everyone could get a good look at his back. But the kids wanted a closer look.

So me, being a dude from the Pacific Northwest, growing up crabbing on the coast (dungeones crab) thought I’d be the cool guy by picking that thing up and showing off his underside to the kids and other adults.

As I picked him up, the little bastard reached UNDERneath himself – in a way the crabs I was used to couldn’t do, and grabbed a hold of my middle finger and pinched the crap out of it as I felt the pressure followed by a POP!

I quickly shook it off my finger but the pincer stayed on so I shook a little more until it fell off.

I was bleeding from both sides of my fingernail. My youngest daughter burst into tears and the other kids started screaming.

What in the world just happened! It wasn’t supposed to go down like that!

Well, I quickly googled “how to pick up a crab” and realized that I grabbed it wrong, and paid the price!

Marketing done wrong is like messing with something you don’t know anything about

I was on the phone with a new client who had spent about $10,000 on Google Ads over the last several months and wasn’t sure if there were any sales or leads because of the ads.

Whaaaa? Yup, it’s true.

How? You ask? No conversion tracking. There could have been sales, leads and a more optimized campaign with that kind of ad spend but it was literally wasted because conversions were not being tracked.

Simply put, when a Googler Googles something, finds an ad and clicks on it, then either makes a purchase or becomes a lead, the owner of that ad account should be able to have 100% visibility.

The visibility with conversion tracking in Google Ads:

  1. The dashboard will show which keyword generated the click
  2. Then you’ll see which ad they clicked on
  3. Then you’ll see all the other competitive metrics like CPC, ad position etc…
  4. And you should also be seeing another column called “conversions” which is triggered when you have a rule setup in the ads campaign that says:
    IF a visitor reaches a certain page (usually a “thank you” page)
    THEN count this as a conversion

What you get after collecting enough data is the road to an optimized campaign.

Some Google Ads conversion factors and optimization points:

  1. Keyword query that resulted in the conversion
  2. Ad that resulted in the conversion
  3. State where the user was in
  4. Time of day
  5. Day of the week

These are some of the biggest missed opportunities in conversion tracking within ad campaigns that I’ve litterally seen over $1m worth of ad spend on an account that absolutely COULD NOT be optimized … because there is NOTHING to make decisions on if you don’t have conversions tracked.

What I want you to do if you have an account like this and you’re wondering if it’s performing is fill out a form on our website and I will personally jump in there to have a look then give you some recommendations.

Now back to that damn crab…

He won the battle but I won the war because my finger is pretty much healed up but he has to grow a new hand 🙂

THE END

-Corey D. Rose

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