Online Marketing Strategies to Kick-Start Stagnant Sales

Online Marketing Strategies to Kick-Start Stagnant Sales

“Our sales are stagnant and we need SEO — please help!” This is something that we hear often. While search-engine optimization (SEO) can provide amazing results, they don’t happen overnight. And, oftentimes, a business can’t wait; it needs sales, and fast. Here are three simple online marketing strategies you can start on today that can help you kick-start your stagnant online sales.


1. Hit social media hard with paid ads.

Your website is always going to be your most important online marketing asset, but there’s an entire audience that lives exclusively on social media that’s waiting to engage with your brand. 

It is highly suggested that every brand get acquainted with Instagram and Snapchat. Those two social networks are where the majority of the engagement can be found. Facebook remains solid, especially if you are targeting an older demographic, as more parents and grandparents are becoming comfortable with social media, and this is their network of choice. Twitter is currently hit or miss, but I still feel it’s an important social media presence to maintain. Twitter just passed the 10-year mark and needs to make some significant changes to spark growth very soon — it has no choice; it still isn't making money.

Organic social media engagement is great, but like SEO, it takes time. If your sales are slow, use paid social ads to create instant brand awareness and drive wallet-out buyers to your website. Facebook’s targeting options are excellent, and Instagram lets you to take advantage of those same options, allowing you to place your offer directly in front of consumers who are likely to be interested in whatever you are offering.

2. Implement an irresistible exit-offer on your website.

Not all pop-ups are created equal. Some are triggered after visitors have been on a website page for a specific period of time, and yes, this can be intrusive and really irritate them. But, an exit-offer pop-up can greatly improve your conversion rates and sales.

Set it to trigger only when your visitor is about to leave your website. That way, you won’t risk interrupting a potential conversion. Actually, just the opposite will occur, as you will have a 50 percent chance of turning that visitor into a lead or sale. Also, don’t be afraid of upsetting a visitor leaving your website — it’s estimated that 70 to 90 percent of website visitors never return.

Split-test multiple exit offers — exclusive discounts that require an email opt-in and instant coupon codes that offer a discount or additional value like free shipping — perform very well. Even the slightest increase in conversion rates can equal increased revenue for your business.

3. Aggressively grow your email list and reward your subscribers with special offers.

Growing your email list provides your business with several benefits. You are building a marketing asset that allows you to constantly engage with consumers whot have expressed an interest in whatever it is that your business offers. Once you capture an email, there is no additional cost to market to that prospect, aside from your email and CRM software.

If you’re running a pay-per-click campaign, for example, you are paying for every single visitor that clicks through and lands on your website. You could build a highly engaged email list of 10,000 subscribers, and even at a 3 percent click-through rate, a single email would send 300 visitors back to your website.

In order to maintain a responsive list, make sure you are sending out offers that can’t be refused. Exclusive offers, big discounts and giveaway promotions are all click magnets. Split-test multiple delivery times, different templates and layouts — and experiment a lot with your subject lines. I’ve seen open rates shoot through the roof for some campaigns simply when an emoji is included in the subject line. Don’t be afraid to test!

Chuck Reynolds

Alan Zibluk Markethive Founding Member

Pipeline Marketing: A Powerful Tool For Realizing Funnel Potential

Pipeline Marketing: A Powerful Tool For Realizing Funnel Potential

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Pipeline Marketing: A Powerful Tool For Realizing Funnel Potential

Pipeline marketing is a term that many in the marketing industry, even those heavily engaged in digital marketing, are not entirely familiar with.

It may go by other names; math marketing or revenue marketing, for instance, but the idea is the same: using data strategically to critically evaluate the effectiveness of online marketing efforts.

ClosedOpp was a very early adopter of this concept. A small paid search agency founded in 2007 that is breaking new ground in PPC marketing, ClosedOpp has been able to improve lead attribution by integrating all of its clients’ AdWords and Bing data with their CRM records.

The process of pipeline marketing is unique and innovative. ClosedOpp ties paid search data into clients’ Salesforce opportunity and lead records. This provides the ability to track leads from the point they were created, to closure. It also allows marketers to analyze the paths that resulted in the new business wins, to compare paths and to identify best practices to leverage in the future.

Pipeline marketing is a powerful tool to help businesses better understand their customers, how to segment customers into more high-performing groups, and how to identify the sales approaches that achieve the best results. Customer better, how to segment, and how to attribute successful sales approaches.

Rich Norwood, co-founder of ClosedOpp, describes how they developed this approach: “We realized early in 2012 that many digital marketers didn’t trust AdWords conversion data and were looking for a new way to track SEM performance.

We ran countless regressions identifying whether or not there was a correlation between AdWords conversions and Salesforce leads, AdWords conversions and Salesforce opportunities, and AdWords conversions and Salesforce wins. Once we determined there was a low R-squared correlation, we began looking for a better solution for our clients…”

The Power of Pipeline Marketing

The result was the new approach of “pipeline marketing,” which lets businesses focus less on lead gen and more on what they really care about, results. From Bizible’s website: “If your intention is to grow your business, shouldn’t you want to focus on generating customers and revenue, not leads?”

Lead gen, developing new contacts in hopes of increasing sales, has been an important marketing metric for decades. However, as Bizible states, “even as marketing has shifted to digital and analytics systems have been able to capture more complex data and insights, far too many companies are using legacy ways to measure their performance.”

Norwood asks the $64,000 question: “Do the clients care about leads or do they care about opportunities?” It boils down to this: do they want contacts, or do they want customers? Norwood says, “This may throw some people off. However, we’ve… proven that all leads are not created equally, some keywords drive larger opportunities, some keywords convert to opportunity at a much higher conversion rate. This is what Pipeline Marketing and Account-Based Marketing is all about.”

How It Works

The beauty of it all is that pipeline marketing allows marketers to be able to evaluate, in real time, exactly what keywords are driving visitors to their site, where they’re entering and what actions they’re taking. It’s a powerful analysis tool that requires careful consideration up front to realize the full promise of the technique.

Here’s how it works:

  1. Define campaign goals. The first step to embracing this new approach is for businesses to define their campaign goals in detail. And one of the most important goals is, as Norwood explains, to “focus on their sweet spot first. Start with the keywords that are must-targets.”
  2. Determine, specifically, the type of leads you’re looking for and where in the sales funnel you hope to initially engage with these leads. For instance, Norwood asks, “Do [you] want to buy top of funnel leads, leads looking for resources, checklists, and guides? Those leads tend to convert a lot… but [few] convert into opportunity. This can be a great strategy if the company is at scale and already has a successful nurture program. On the other hand, clients may decide it’s best to start with bottom of funnel leads that want a quote and pricing information and to talk with someone from sales.” It’s clear to see that engaging at the bottom of the funnel can yield better, and less expensive to convert, opportunities.
  3. Focus on Cost Per Opportunity. Norwood explains: “Because the opportunity has a high correlation with wins, and pipeline is defined as the total amount for all open opportunities, it makes sense that Cost per Opportunity should be the focus.” Simply put, you’re looking for the best outcome. This should be the main metric you focus on, according to Norwood. What keywords drive the highest ROI? “We need to create pipeline and wins. Period,” he says.
  4. Monitor and measure. Because they are tied in so closely with their clients’ CRM records, ClosedOpp is able to be extremely responsive and nimble, receiving feedback daily about what is and isn’t successful. Shorter timeframes allow quicker course corrections, as well as more rapid expansion of a campaign to leverage big wins.
  5. Adjust, and reap the rewards. Based on the feedback received, marketers are able to adjust their budgets based on real data related to ads, channels, keywords and audiences.

Access to Salesforce records powers the potential of pipeline marketing and provides a unique approach to business development. Norwood says, “[W]e actually measure leads, opportunities, wins, and Average Revenue per Unit (ARPU) daily, in real time. Our access to Salesforce allows us to monitor paid search so that we can see problems before they affect revenue.

We literally have our fingers on the pulse of the company. We often share data with our clients that cause them to pivot their whole strategy or completely redesign their landing pages.”

Pipeline marketing provides the ability to take a very focused, outcome-based approach to campaign analysis Norwood explains: “Our system creates an instant feedback loop between sales and marketing with the simple action of converting a lead to an opportunity and adding the amount to the opportunity.

We see this instantly and take action [often] days before the director of marketing suggests that we do so, because we’re looking at the data in real time and the director of marketing is in meetings.”

The Takeaway

What pipeline marketing boils down to is using your Salesforce records to figure out where your opportunities are coming from. Norwood clarifies: “Traditional PPC companies care about AdWords conversions. We don’t. We care about getting to know what campaigns, ad groups, keywords, landing pages, ads, countries, cities and devices result in opportunities and revenue.” 

Businesses that are able to tie marketing attribution to their CRM can get to market more quickly, spend money more wisely, and out-market their competitors. Pipeline marketing offers a unique competitive advantage, and gives business owners and managers an enormous amount of insight.

When you know where your best customers come from, it makes sense to invest more paid search dollars toward finding them. Pipeline marketing leads the way.

Charles R Juarez Jr

Alan Zibluk Markethive Founding Member

3 ways to pump up your online marketing with video

3 ways to pump up your online marketing with video

by James F. McClister 


In the 1990s, real estate agents posted ads in the newspaper and slapped their faces on the backs of benches. In the 2000s, agents still put ads in papers and spruced up bus stops with their smiles, but began shifting their operations to the Internet — promoting themselves on websites and, later, social media. In the 2010s, ads in papers and on benches still exist, websites are still a staple and social media has exploded, but in the Internet age agents must continue to diversify their marketing strategies. One crucial medium is video.

Every month, YouTube receives more than 1 billion unique visitors. The platform has offered major exposure for real estate businesses around the globe; in fact, the Australian Real Estate Group reported listings that include a video receive more than 400 percent more inquiries than those without.

But the medium is versatile, and as such, requires a strategic approach. Here are a few ideas for agents looking to harness the power of online video in their marketing:

  1. Serialize – A weekly “top listings” list or a monthly dive into market stats (or any other topic your clients will want to return to on a regular basis) is a great way to establish a branded video product that will continuously engage viewers (and potential clients) with compelling content. Keeping potential clients engaged with regular video content will help you stay top of mind for when viewers are ready to buy or sell.

  2. Establish authority – It isn’t fair, but it’s a reality in the lives of agents that their value is often questioned. People forget to ask the question of “what can you do for me” because, in many ways, they feel they already know the answer — which is to say: nothing the Internet can’t already do. Agents know this to not be the case, but someone whose real estate experience is limited to lackluster showings and HGTV series will have a skewed perception of the profession. Video allows agents to look buyers, sellers and hopefuls in the eye and give them a glimpse of the benefits a helpful, professional agent can provide.

  3. Promote your personality – Video is the perfect way for you to show potential clients your personality in action. It answers the question of “what’s this person like” before the initial meeting, giving them a sense of who you are and how you’ll handle their business.

Charles R Juarez Jr

Alan Zibluk Markethive Founding Member

Is your website ready for Google’s mobile update in May?

It has been widely reported by Search Engine Land, Techcrunch, and others that Google is planning a new update to their algorithm regarding mobile-friendliness.  Mobile web traffic now exceeds traffic from desktop users, so Google is emphasizing how important it is that websites have the ability to display information correctly on mobile devices.

In the spring of 2015, last year Google first prioritized this and will update that original announcement again next month with a new change in their ranking criteria.

What does that mean to website owners and administrators?  Simply, you may lose mobile traffic if your site is not compatible with mobile devices.

Fortunately Google does provide a tool in which you simply type in your url to check your site.You can find it here —-> Google Mobile Checker <—-

Something else that is less critical, but worth paying attention to is AMP — (Accelerated Mobile Pages). Google would also like sites to use their formula for making web pages load faster.  They are emp

You can find all about it at the following link.  —-> AMP <—-

Best of success in all your endeavors.

Jon Lombard – Contributor

Alan Zibluk Markethive Founding Member

Is your Website ready for the new Google Mobile update?

Like death and taxes, it seems that Google updates are invevitable.  Well here comes another one in May  2016 of which you should be aware. It has been widely reported that mobile users are now in the majority, in terms of total Internet traffic.  Google is again emphasizing mobile-friendliness in an upcoming update. This news has been gaining traction recently as evidenced by the following posts.

Google to boost mobile-friendly algorithm this May

Google’s latest mobile search algorithm update makes having a mobile-friendly site even more important

And from Google itself on it's Webmaster Blog.

Now is the time to act to make sure your webite is mobile friendly.  Google even gives you a link where you can check your website.

Google Mobile compliance checking tool

Here are two plugins you may want to install on your website.

The first will help you solve the first problem of compliance.  The second will help your site load faster on mobile sites, which is important, since mobile users are on the go.  They are extremely impatient, and don't have time to wait for pages to download, they just will go somewhere else.  

Solve your mobile friendliness issues with any of the following plugins  —–> Click here <—-  

AMP is the second, less critical, yet important issue to consider.  This has not really hit the news in a big way, yet, but here is a post from Google that explains in some detail what AMP or (Accelerated Mobile Pages).

Click here —-> Google Accelerated Mobile Pages <——

Here is a good explanation of how to set up AMP for your news site or blog.  

click here —> Set up AMP on your WordPress site <—-

Resolve both these issues on your website now before you lose traffic and visitors from mobile sources.

by John Lombaerde  – Goldfinch Digital Publishing


Alan Zibluk Markethive Founding Member

Take Your Mobile Marketing To The Next Level With These Great Tips!

mobile marketing

mobile marketing

Take Your Mobile Marketing To The Next Level With These Great Tips!

Taking a step into the wondrous and complex land ofmobile marketing for the very first time might feel a little bit intimidating, but by keeping the helpful tips listed below in mind, you will soon find yourself marketing on par with some of the best marketers in the field.

When it comes to sending mobile marketing messages to your customers, be sure that you keep the size of any media files as small as possible. This is critical to ensuring that the download time for the message is low and that your customers are not charged extra data fees.

Integrate mobile marketing into other types of marketing. Mobile works best when tied together with other things such as print, television, radio, and live performances. Make sure to integrate 2-D bar codes or quick response codes into your print to help drive traffic to your mobile site. You will have endless opportunities.

No matter what type of features you are thinking of adding to your mobile marketing campaign, you need to remember that it is all about the execution here. Mobile users are growing at a faster rate than PC users ever have, so everyone is attempting to go mobile. Stand out by focusing on quality execution rather than just expansion.

If you are thinking about expanding to a different market with a different product, make sure that you start this effort first before you branch out to mobile marketing. It is going to be very difficult to pull people in from the mobile world to your new product, so go with what got you here and just repeat the process.

Take advantage of mobile applications that many mobile consumers already use and are very popular, like Google Maps. Google has a Local Business Center that will list your business on their Google Maps for that region. This way, your business will be targeted to the audience local to your area.

Provide instant rewards. With mobile marketing you can give your customers what they want, with no delays. Having a delay can make things lose their value or demand. People will participate in your marketing campaign hoping to get the promised reward. The quicker they get the reward, the happier they will be.

Remember when mobile marketing that not every mobile device is the same and thus the content you develop needs to cater to the general field and not anything overtly specific. For instance: Some people have slower connections than others, while others have smaller screen sizes. Be encompassing and not specific.

Take advantage of everything a mobile device has to offer. Innovation is happening very quickly in the mobile marketing arena, and much of it is driven by the quick innovation occurring in mobile hardware. Look at what the new devices have to offer and add their new abilities into your mobile marketing strategies. Just in the last two years, new hardware innovations that have affected mobile marketing have included front-facing cameras, location awareness and high definition video recording.

So, after reading and applying the helpful tips listed above, you should feel a bit more at ease in the land of mobile marketing. You have the tools; it's time to use them. You should feel empowered and ready to begin your mobile marketing journey to help better promote your business.

Ida Mae Boyd

Alan Zibluk Markethive Founding Member

7 Tips For An Authentic And Productive Writing Process

7 Tips For An Authentic And Productive
Writing Process


Richard Tipsword, Contributor


Does this sound familiar?

You’re sitting in front of your laptop, staring at a blank screen.

The deadline for the article you need to write is approaching, and you’re struggling to get started when you should be in the final editing stages.

As you sit there trying to put your expertise in writing, a strange insecurity creeps up your spine. You see yourself changing before your own eyes, transforming from a confident expert into a self-conscious amateur.

It’s your own Dr. Jekyll to Mr. Hyde transformation experience.

I’ve been there.

I used to hate writing

Well, actually, it was more like loathing than hating.

Anytime I needed to write anything I’d procrastinate, pretending that avoiding the project would make it go away. Needless to say, the procrastination led to a flurry of rushed writing at the last minute to meet my deadlines, resulting in less than my best work.

But my real problem wasn’t the act of writing. It was fear. Fear of making mistakes, fear that what I wrote would sound stupid, fear that my writing wouldn’t make sense to the reader, etc.

My insecurities were turning me into a monster

So there I was, a guy with more than 15 years of experience, who has won some awards and is even a judge for three international design competitions, worried about sounding stupid.

It sounds ridiculous, but my fear of screwing up made writing a miserable experience for me.

I even used to try to compensate for my fears. I’d use stiff, formal sentences and large, important-sounding words to try to “prove” I knew what I was talking about. Unfortunately, all that did was make me sound like a pretentious jerk.

It was like I was changing from Dr. Jekyll into Mr. Hyde anytime I had to write something.

Then one sentence from my college professor changed everything

I had a job that offered tuition reimbursement benefits, so I decided to take some college classes. One of my classes was a composition class, and the professor gave me the best writing advice I’d ever heard.

“Write the way you talk.”

Wait. What?

It can’t be that easy! Seriously? What a liberating idea! That one piece of advice helped me break free of my fears and relaxed my writing style. No more procrastination. No more using large, unnecessary words to try and impress the reader. I could just relax, be myself, and write.

Now before you get the wrong impression, let me explain something: writing the way you talk does not give you permission to write poorly, or to publish content that sucks.

What it does is help break down the mental barriers of fear and procrastination that keep you from being a more engaging, and more productive writer.

Here’s how to use “write the way you talk” to squash your insecurities and avoid sounding like a pompous idiot:

1. Imagine yourself having a chat with a trusted friend

Good writing is like a conversation between the writer and the reader. So when you’re writing, think about how you would explain your topic to a close friend who was sitting next to you.

If you were having a conversation with that person, what words would you use? What would you talk about first? What examples would you give to help them understand your topic? What questions might they ask?

Approaching your writing this way will help you write copy that’s more informal and conversational in tone, that better engages your audience. As it happens, it’s also the best way to write sales copy.

2. Record yourself talking about your topic.

Not sure what you sound like in a conversation? Try recording yourself talking about your topic.

This is especially helpful for people who have clients they talk to on the phone regularly. The next time you’re explaining something to a client on the phone, record the call and listen to it later (Be sure to check the laws in your state first. Some states require you get the other party’s permission before you record). The easiest way to do this is with one of the many available plugins for Skype that do call recording.

3. Take a deep breath, relax, and just be yourself

By writing the way you talk, you can’t help injecting a little of your personality into what you write. After all, you’ll be writing in your own voice, using plain English everyone can understand, and a tone that makes you seem more human than textbook.

Combine that with a few relevant, well-placed personal stories and you have the makings of some irresistible content.

4. Use the same words that you do in your everyday life.

If you write the way you talk, you’ll be more inclined to use common, everyday words that you would normally use in conversation.

This prevents you from sounding like Captain Jack Sparrow using (in my best Johnny Depp impersonation) obtuse and generally confounding speech that makes your readers wish they were drinking rum.

So keep your writing simple and clear without artificially inflated language. A good rule of thumb is: if the average person would need a dictionary to know what your word means, then you need a different word.

5. Toss out the rule book and just start writing

If all the rules about grammar, writing styles, active versus passive voice, and punctuation are adding to your insecurities about writing, toss out the “rule book” for awhile and just write.

Focus on getting the main points of your idea down in your first draft, and don’t worry about anything else.

Once you’ve done that, you can go back and edit the heck out of what you wrote.

Do you notice any obvious errors? Is there anything that could be rearranged to bring more clarity to what you wrote? If so, now’s the time to fix it along with any grammatical, spelling, or other writing problems.

After you’ve made those corrections, leave the article to sit overnight and look at it again in the morning with fresh eyes. Is there anything you can do to make it even better?

6. Enlist the help of a close friend to keep you honest

Want to make sure that what you write actually sounds like you and not someone else?

Enlist the help of a close friend. Have them read what you write, and tell you if it sounds like someone else wrote it. This will help keep you true to yourself, and will force you to be authentic with your writing.

7. Read what you write out loud

One of the first editing tests I put my writing through is reading it out loud. Doing that makes awkward sentences and bad punctuation become obvious, because as you read, you’ll naturally “stumble” over the parts that need to be fixed.

So as you read your writing aloud, pay attention to those places that tend to trip you up — they may need some additional work.

The moral of the story

Get over the fears of messing up or sounding stupid. Just write the way you talk and you’ll be able to knock out your first draft in no time.

If you’re willing to do that, you’ll find that you’ll dread writing a lot less and be able to get more writing done because you’re working on it instead of fearing it.

I’ve been using these tips to guide my writing for several years now, and today I got the best evidence yet that they work.

I was talking with one of my clients on the phone about blogging, and as we were discussing the content for her blog she told me, “Whenever I read something you wrote, you always sound like such an expert. Like you really know what you’re talking about. ”

Need I say more?

So go ahead. Dive in. Who knows? You may even start to like writing.

Written by: Logan Zanelli


Alan Zibluk Markethive Founding Member

Who Are You Really Marketing To?


"…25-30 year old single women with annual incomes over $75,000, who live in San Diego, who like to shop…So if we are pretending we’re a clothing store, these might be some of the questions we should ask:

Where do they shop?

What magazines do they subscribe to?

What blogs might they read?

What do they struggle with when shopping?

How do they share their shopping experience?"     

      –Derric Haynie, CEO Splash

So, I'm new to the world of marketing.  No, it's not my educational background and I am surely not "fluent."  So, when I took a few minutes to read the above article ( written by Derric Haynie of Splash, I was amazed that there was so much to learn with regard to marketing!  Apparently, I'd been utilzing some aspects of marketing for quite some time now and hadn't even realized it. 

Have you ever completed a profile on an online dating site?  Whether or not you were providing misleading demographic information for your profile, you were probably marketing toward a certain mate.  So you created a profile in such a way that the hope was that you would attract a certain someone who had all the characteristics that you were looking for.  Am I correct?  Well, even though this example is quite simple, you were using some aspects of marketing.  If you included photos along with your description and traits, then you (in a nutshell), were utilzing the phenomenon known as "buyer persona."

I invite you to check out Derric's blog, especially if you are like me and you are new to this world of marketing.  I thought it gave a great overview of this topic and it has forced me to think more about who my target audiences are in more detail.

I'd love to hear thoughts once you've had a chance to read Derric's article.

Alan Zibluk Markethive Founding Member

The Disappointing Mixed Blessing of Internet Advertising


The Disappointing Mixed Blessing of Internet Advertising


A recent article on the internet illustrates the problem with online advertising. The story goes like this:

“Ron” has been in the field of marketing for many years. He has lots of very high quality experience, has been in charge of very sophisticated ad campaigns, and has been responsible for spending hundreds of thousands of ad campaign dollars.

Back in those early days, TV was always at the top of the pyramid for ad-dollar effectiveness. Ron explains it this way:

“A TV campaign was like the Air Force. If you wanted to get your message out, you did carpet bombing with TV ad campaigns.”

But, Ron says that it wasn’t cheap. But the even bigger problem was that you could never be sure which ads were working and which ones weren’t.

Several years ago, shortly after Google went public and Yahoo! was still flying high, technology started changing advertisers’ attitude. These advertisers began to suspect that digital search and display ads could be used to reach TV-size audiences for a fraction of the price. Ron says, “People thought it was going to change everything.”

This euphoria continued to grow until around 2010 came the arrival of programmatic advertising, a term for what is, essentially, automation. The standard programmatic transaction works like this: A user clicks on a website and suddenly his/her internet address and browsing history are packaged and whisked off to an auction site. At that auction site, software, on behalf of advertisers, evaluates his/her profile (or sometimes an anonymized version of it) and decides whether to bid to place an ad next to that article.

Ford Motor, for example, was supposed to be able to put its ads on websites specifically targeted to car buffs, or, with the help of cookies, track them wherever they may be online.

Of course, this was a stunningly attractive proposition to advertisers… just like a surgically precise air strike is supposed to be (emphasize…’supposed to be’) Yes…it wasn’t very reassuring for privacy advocates but it appeared positively inspiring to anybody involved in advertising, i.e. agencies, publishers, and advertisers because finally….they’d know where every last dollar went and whether it did its job.

Ron now works at a major beer brand where he allocates a budget in the in the $150 million range. He was swept up in the optimism about what ‘digital’ would do for them when they introduced a new shape of beer bottle for their product.

Just a few years ago he and a group of managers with similar responsibilities met in New York for a presentation showing the performance of the online ads.

They were stunned at the information they received. Digital’s ROI was around 2 to 1. In other words, a $2 increase in revenue for every $1 of ad spending, compared with at least 6 to 1 for TV.

Even more startling was the revelation that only 20% of their ‘ad impressions’ (on computer or smartphones screens) were even seen by real people.

Ron says, “The room basically stopped. The managers were even worried about their jobs.” Someone even asked if was legal for online advertising companies to cheat like that.

But there was even some outrage at the revelation. Ron said, “It was like we’d been throwing our money to the mob. As an advertiser we were paying for eyeballs and thought that we were buying views. But in the digital world, you’re just paying for the ad to be served, and there’s no guarantee who will see it, or whether a human will see it at all.”

And that’s today’s online advertising reality. Yeah….increasingly, internet ad viewers aren’t human. A study done recently in conjunction with the Association of National Advertisers embedded several billion digital ads with special tracking code designed to determine who or what was seeing them.

To the chagrin of those who read the results of the report, 11% of display ads and almost 25% of video ads were viewed by software and not by real people.

According to the above referenced study, which was conducted by the security firm White Ops and is titled The Bot Baseline: Fraud In Digital Advertising, “…fake traffic will cost advertisers $6.3 billion this year.’

One Chrysler ad tracked in the study was a video spot that ran on, a site catering to the food and travel lifestyle magazine industry. Only 2 %of the ad views registered as human (according to a person who was briefed on data provided to the study’s participants).

According to a Chrysler spokesperson, Chrysler does not dispute or discuss the data but did cease buying ads on Saveur once it became aware of the apparently fraudulent activity. Nor did the company with did the study comment although they were asked to.  

Executives at the firm of Bonnier, the publishing company behind, claims that they screen every impression and that the only looked at 5,700 ads, a very small number. The executive also said that there are multiple methods for detecting non human traffic, and that there’s no single standard used by the industry.

“We weren’t aware of any problem or complaint. If it had been brought to our attention we would have fixed it,“ said the executive from Bonnier.

Does this sound like ‘plausible denial,?

Indeed, experts are increasingly recognizing that fake internet ad traffic has become a commodity to be manipulated and profited from by slick arbitration. There’s malware for generating it and brokers who sell it. It seems that some companies pay for it intentionally, others only accidentally, and yet even others simply look the other way and prefer not to ask where their traffic comes from.

The only slight positive about the situation is that it has spawned its own industry of countermeasures (which in turn inspire counter-countermeasures).

A media executive at a major food company said, “It’s like a game of whack-a-mole.” Consumers, meanwhile, are not only suffering the built-in cost of the ads but also don’t like them. That’s one reason why one of the top paid ads on iPhone is an ad blocker.

An ad industry veteran and prominent blogger was quoted as saying, “I can think of nothing that has done more harm to the Internet than ad tech. It interferes with everything we try to do on the Web. It has cheapened and debased advertising and spawned criminal empires.”

This same expert said, “Most ridiculous of all is that is that advertisers are further away than ever from solving the old which-part-of-my-budget-is-working problem. Nobody knows the exact number but probably about 50 percent of what you’re spending online is being stolen from you.”

Bonnier, the firm referred to above, is a 211-year-old Swedish media conglomerate but, like many traditional publishing companies, has struggled in its transition to the Internet era. It’s conundrum is how to generate digital revenue to offset declines in the print business is paramount.

For Bonnier and similar companies, video ads are particularly lucrative. For the last few years Bonnier has began to build videocentric sites for Saveur and several of its other titles, including Outdoor Life,Working Mother, and Popular Science.

About 50% of’s home page is taken up by a player that automatically plays videos with simple kitchen tips with titles such as How to Stir a Cocktail: Step One: “Hold the spoon between pointer and middle finger …”). These videos were preceded by ads from Snapple and Mrs. Meyer’s household cleaning products.

The challenge for Bonnier has been how to build an audience. One way is to do it organically—by coming up with lots of content, promoting it until people start watching, persuading advertisers to buy in.

Or there’s the current, in-vogue, modern shortcut of simply ‘buying traffic’. And that’s where problems really start to compound for the consumer and the companies which are willing to pay for legitimate views by humans. 

One factor which makes this situation complicated is that ‘Buying traffic’ doesn’t necessarily mean it’s fake traffic. Publishers often pay to redirect human users from somewhere else on the Internet to their own sites, In fact, companies such as Taboola and Outbrain specialize in managing this kind of traffic.

Here’s how it works:

Website A hires Taboola, which pays Website B to put ‘content boxes’ at the bottom of its pages. Viewers, enticed by headlines on the content such as, “37 Things You Didn’t Know About Scarlett Johansson,” click on a box and are redirected to Website A.

But these redirects are expensive and studies show that typically only 2% of people on a site click on these boxes even though Website A still has to compensate Website B handsomely for giving up precious visitors.

The temptation for middle-men in the internet advertising industry is that less ethical methods are cheaper. Pop-ups, i.e. tiny browser windows that many people ignore, click to close, or perhaps even never see, are one way to inflate visitor count. Still, as soon as that window appears on your computer, you’re counted as someone who’s seen the ads.

An even more cost-effective technique for view purveyors is an ad bot…. Which also happens to be a lot cheaper for the view-seller too. The ad bot is malware that surreptitiously takes over the viewer’s computer and creates a virtual browser. This virtual browser is invisible to the computer surfer/owner but, unseen by them, it visits websites, scrolls through pages, and clicks links.

This is what ad purchasers don’t like. Even though they’re paying for the views, no one is actually viewing those pages. The views are strictly bot-generated. It’s just a software trick. Nevertheless, unless the bot is detected, it’s counted as a view by traffic-measuring services and bots working with thousands of hijacked computers working in concert can create a massive “audience”, and wasted ad expenditures, very quickly.

If you were spending a company’s ad budget, would you want to spend it on a program like this?

All a budding media mogul, whether a website operator or a traffic supplier, has to do to make money is understand arbitrage: Buy low, sell high. Their industry-specific art is making the fake traffic look real. To do this, they often spruce-up their websites with just enough content to make them appear authentic.

The problem for ad-buying entities and decision makers is that they frequently can’t differentiate between real views and bot bot views. Nor can the tell the difference between websites with fresh, original work, and sites camouflaged with stock photos and cut-and-paste articles.

Bonnier wasn’t that audacious (i.e. to use the bots). But even its own executives say the content on their video sites did not likely create and sustain much of an audience on its own. That’s why they often used several different traffic brokers, AKA ‘audience networks’, to generate views for their clients. 

Bonnier’s chief digital revenue officer, Sean Holzman, described the practice as ‘normal’ for big-time publishers, especially those rolling out new products. He said it’s considered normal because advertisers can’t be expected to bother with sites that don’t already have an audience.

He said further, “It was a test, a way to prime the pump and see if we could build these sites at this price point. You usually have to keep buying some traffic, because the audience you’re getting isn’t as sticky.”

It’s also common in the industry for publishers not to tell their advertisers when they’re buying traffic, and in most cases. Truth be told….Bonnier didn’t.

When advertisers asked (Bonnier), said their spokesman, the company was open about its buying traffic. The spokesman said there was no intent to deceive anyone and that, in fact, they even hired security firms to vet the sites for bots and were assured they were buying real human visitors.

But, the spokesman did admit that they weren’t paying top dollar for their traffic. He said that, among audience networks, there are some that are equatable to Toyota quality while others could be considered ‘Mercedes quality’. He said that their traffic was priced at the ‘Toyota level’.

One can only wonder whether a Mercedes quality advertiser would knowingly buy Toyota-quality advertising. Or…whether any have unwittingly done so.

The essence of the problem is that the traffic market is unregulated. Sellers range from unimpeachable to adequate to downright sleazy and price is part of the market’s code. The cheap stuff is very easy to find.

Even on supposedly ‘professional’ LinkedIn, there’s a forum called “Buying & Selling TRAFFIC.” On this forum, 1,000 “visitors” can be had for $1. Legit traffic is a lot more expensive.

Taboola, mentioned above, charges publishers from 20¢ to 90¢ per visitor for video content targeted to U.S. audiences on desktops only. A publisher like Bonnier can sell a video ad for 1¢ to 1.2¢ per view in a programmatic auction, which is how they sold most ads on their video sites. If Bonnier had gone with Taboola, it would likely have lost 19¢ per view or more.

Shortly after it started buying traffic, Bonnier’s numbers began to rise. In the summer of 2014, several of their video sites had almost zero visitors (according to ComScore). By December, Bonnier’s had 6 million monthly visitors and had 4 million… according to data provided by Bonnier. In May, Saveur’s traffic surged again with 9 million views claimed for and 5 million for

Those numbers didn’t pass muster with at least one big ad firm: SiteScout. SiteScout aggregates and lists ad space for sale from more than 68,000 websites and says it blocks several of these new Bonnier sites for “excessive nonhuman traffic.”

Bonnier said it doesn’t work directly with SiteScout and was also unaware its video properties had been blocked.

Just recently,, a site related to Bloomberg Businessweek and also owned by Bloomberg LP, reported 24.2 million unique visitors in the U.S. in August. They say they purchased between 1-2% of their traffic from Taboola and Outbrain.

“In the past, we have engaged with a few other vendors,” says a Bloomberg global ad-spend executive, “but we weren’t confident in the quality of the audience, despite assurances from the vendor, and canceled those deals.”

Bonnier declined to specify its traffic suppliers but an analysis by SimilarWeb, a traffic-analysis firm, showed that most of their traffic arrived from a handful of identical-looking sites with names like and Connect5364. com, each of which described itself as “an advertising network technology domain.”

Essentially these domains work like fire hoses, pumping traffic anywhere on the Internet. The domains are registered anonymously but have shared computer addresses with other sites, including one called It turns out that Daniel Yomtobian is the chief executive officer of a traffic supplier in Sherman Oaks, Calif., called

When reached by phone, Mr. Yomtobian is gregarious and friendly and describes as an ad network that sells more than 300 million page visits each month to companies that want to boost their traffic. He said that among his customers is Bonnier, which, he says, mainly purchased his cheapest-possible traffic, including “tab-unders.”

Here’s how ‘tab-unders’ work:

Let’s say you’re watching a movie on Netflix. A tab-under opens up another window beneath the one playing your movie. Even though you may never see that new window, it still displays an customer’s website, thereby generating still another page view. Repeat a few thousand times, and you’ve got some big numbers and big dollars spent by advertisers.

Benjamin Edelman, a Harvard Business School professor  who specializes in the digital economy, said, “I’ve found selling every type of worthless traffic I am able to detect. And doing so persistently, for months and indeed, years.”

Yomtobian admits that tab-unders are “low-quality traffic” and that Bonnier, his customer, complained about that. But he says his firm checks the traffic of its supplying partners for bots and sends only real humans to the Bonnier websites. “We would never deliver traffic that we don’t think is real,” he says.

Yomtobian similarly disputes Edelman’s claims that’s traffic is worthless. After all, he says, people sometimes do see tab-unders and click on them. “There is a huge distinction,” he says, “between worthless traffic and low-quality traffic.”

You’ve probably never visited It’s a cosmetics advice website that sells ad slots for anywhere from 73¢ to $10 per 1,000 views, and whose video ads fetch far more money than display ads according to SiteScout.

As of early September, the top story on MyTopFace was an article with an accompanying video called “Smokey Eye Makeup—Kim Kardashian Look  The only problem is that the video was at least 5 months old.

In the industry, this is called, ‘stale content’. It is regarded as one of the worst ways to attract readers. But… if the readers are bots, it doesn’t matter. So MyTopFace could have made as much as $9 for every 1,000 visitors, assuming it kept costs close to zero and was able to acquire traffic at a rate of $1 per 1,000.

In its investigation into this situation, after more than a dozen e-mails and phone calls, the operator of MyTopFace agreed to meet with Bloomberg Businessweek.

The operator introduced himself as Boris Boris and said he’s 28, and also admiteed that a number of his network’s sites are registered under other names which he declined to reveal. On a warm September afternoon, he shows up at a trendy Flatbush Avenue cafe, wearing a pair of brown, tortoiseshell glasses and sports a goatee with a waxed, handlebar mustache, along with his wife and one month old son.

Boris has a very interesting story about he found opportunity in the digital advertising industry in America:

Boris say he was born in eastern Ukraine and made it to the U.S. where a Russian-owned business in New York heard about his Internet marketing skills through the émigré grapevine, hired him, and got him a visa.

After a few months of fine-tuning, he helped a Brooklyn meat processor’s website reach the top of Google searches for certain competitive keywords. After this, Boris says, “They were happy, and I knew I could stay. And I knew that I could find success in the USA, too.”

But Boris soon realized that the real opportunities in Web advertising lay elsewhere. He struck out on his own and in less than five years, hehad built a mini publishing empire, Boris Media Group, a feat accomplished largely through the acquisition of cheap—and, often, fake—traffic.

Wow…what a country! Right?

In addition to MyTopFace, his portfolio includes several low-maintenance properties, such as, which offers health and beauty tips to pregnant women. His LinkedIn profile says his sites combine to reach more than 10 million viewers daily, which would get him in four days what the Los Angeles Times gets in a month.

Boris’s traffic numbers are difficult to verify and, as stated above, he declined to provide a full list of his websites. But for much of the summer, MyTopFace offered from 30,000 to 100,000 ad impressions for sale each day, according to SiteScout.

During his interview, he freely admited that he buys many of the visitors to his websites. He said that he spends about $50,000 per year buying high-quality traffic for MyTopFace from Facebook (nothing wrong there—you create an account for your business and then pay Facebook to advertise in people’s news feeds).

And says he then spends another $50,000 or so on cheap traffic whose origin he isn’t so sure about. Facebook traffic is real people, and costs about 100 times more per visitor than the mysterious cheap traffic.

Bloomberg Businessweek asked two traffic-fraud-detection firms to assess recent traffic to MyTopFace and they agreed to do so on the condition that their names not be used.

One firm found that 94% of MyTopFace’s 30,000 visitors were bots. The other firm estimated the bot traffic at 74% but when asked to explain this finding, Boris didn’t dispute the findings or appear at all concerned. He said, “If I can buy some traffic and it gets accepted, why not?”

He also said that if advertisers don’t like his product, “they should go buy somewhere else. They want to pay only a little and get a lot of traffic and results. If they want all human traffic, they should go direct to the publisher and pay more.”

In a later e-mail, Boris explained his business differently. “Our network doesn’t buy traffic, we buy advertising that brings us traffic,” he wrote. His operation uses antibot filters, he said, and any advertiser that does find bot traffic can refuse to pay for it. Furthermore, (according to him) fraud would be impossible.

One prominent source of Boris’s advertising revenue is Myspace, the once-dominant social network. Myspace’s recent new owner, the ad-tech firm Viant, relaunched it in 2013 with a focus on video and has invested in many  Myspace exclusives which include custom-made video players that other sites can embed, much like YouTube’s.

When visitors went to, a Myspace player would pop up in the bottom right-hand corner of the screen upon which first an ad would show, followed by the editorial content… a 15-second video of a guy driving a car at night.

The guy-driving-at-night video, named Hitboy, was one of several videos put together by a Myspace employee to serve as placeholders, according to Viant.

These videos appear whenever Myspace blocks a site from showing its actual video content, which according to Myspace might happen if the site violates Myspace’s terms or conditions or if Myspace loses the rights to show a video that had been featured.

But the Myspace placeholders are still preceded by ads from such brands as Kozy Shack pudding, Chevrolet,Unilever, and various Procter & Gamble brands such as Tampax and Always, all of which have all paid for the privilege.

Boris says the checks he cashed came through an affiliate program where Viant splits ad revenue with publishers who showed its players.

Viant’s executives say they have an affiliate program, but that they’ve never heard of Boris or They also declined to name a single company that participates in the program.

Boris says he put the Myspace players on his sites after being contacted by a middleman, whom he won’t name. “My balls will be cut off,” he says.

Ad slots on run anywhere from 73¢ to $10 per 1,000 views.

Chris Vanderhook, Viant’s chief operating officer, says his company (Myspace) company has technology that checks for non human traffic.

“If a website has 80 or 90 percent bot traffic, then yes, we will try to remove this site from any ad rotation,” he says. Yet Boris’s MyTopFace, which, again, according to the estimates provided to Bloomberg Businessweek, had between 74 percent and 94 percent nonhuman traffic, hasn’t been cut off.

Vanderhook says that must mean Viant’s software sees some value to it. If a website has a Myspace player showing ads, he says, “we deemed that it was still quality enough to auction off.”

Research showed that Myspace’s placeholder videos appeared on about 100 websites the researched month, according to Telemetry, a fraud-detection firm. If anything, some of the sites are even more creative than MyTopFace.

One of these other sites is which lists a nonexistent address in New York for its headquarters. The listed phone number also doesn’t work. Further distressing is that image searches of its designers’ headshots reveal they’re stock photos, reused hundreds of times around the Internet.

The identity of RealMovieTrailers’ actual operators isn’t clear either as the site’s address is registered anonymously and no one responded to an e-mail sent to an address listed on the site.

In September, after Bloomberg Businessweek asked Mr. Viant about its content, Myspace players began showing non-placeholder videos. What is amazing is that, if the counters embedded in the players are accurate, those placeholders are some of the most watched clips in Internet history.

For example: Hitboy has registered 690 million views. Showing even bigger numbers even though it is a terrible video, is Surfing. This video shows terrible quality and only has about five seconds of black screen with some muffled background noise. Yet, according to the Myspace counter, Surfing has been viewed 1.5 billion times. That view count would make it bigger than any YouTube video in history with the exception of Gangnam Style.

So, the situation today is one where programmatic advertising has become such a tangle of data firms, marketing firms, strategy firms, and ad tech companies that it is virtually impossible for the biggest brands to keep track of it all.

Some companies are just bailing-out on online advertising. Three years ago ad-watching executives at Kellogg started to notice that spots for Cheez-It, Pop-Tarts, and Special K were running on sketchy websites, hidden in pop-under windows, or compressed into screens as tiny as a single pixel.

They also noticed that other ads were displayed on sites where much of the “audience” was bots. In the expected reaction to such a discover, the company’s manager of digital strategy said, “It turns out I’m buying from this guy down the street who opens up his coat and says, ‘Hey, you want to buy some ads?’ ”

The situation became even more infuriating when Kellogg tried to get a simple breakdown. They wanted to know how much was each part of the labyrinthine digital-ad process costing?

Answers were impossible to come by.

Kellogg asked for itemized bills from the various ad agencies and data companies it hired, but their requests were all refused. “It wasn’t a smoking gun,” the Kellog executive said. “It was more like a detective story where you had to piece together the evidence. And it was clear that in a system with that little transparency, there was bound to be problems.”

Thus, Kellogg’s in-house ad department took control of its contracts with publishers and ad platforms such as Google and Yahoo, and terminated all outside agencies from the process. The company also started using software that alerted it when ads ran on suspect sites and they refused to do business with any sites that wouldn’t allow third-party validators to screen for bad traffic.

Because of these and other measures, Kellogg has seen a 50% 75% drop in bot traffic and a significant jump in its ROI for Raisin Bran and Kellogg's Corn Flakes.

It seems that ad fraud, as described here, may eventually turn into an acceptable nuisance like shoplifting. It may turn out that it’s something that companies learn to control without ever fully eradicating.

Advertisers generally see lower levels of fraudulent traffic by dealing directly with publishers rather than using programmatic exchanges. Of course, this also means missing out on the massive scalability that the web and automation was originally hoped to provide.  

In comparison, sites such as Facebook, with its billion-plus users, are relatively bot-free, if expensive, places to run ads. Facebook expects that advertisers only pay only when their ads are actually seen by humans.

There’s also the possibility that the multitudes of smaller ad tech players will become really serious about sanitizing their traffic and regulating themselves. Walter Knapp, CEO of Sovrn Holdings, a programmatic exchange, says he was as alarmed as anyone at the rise of ad fraud. He says that he decided it was a matter of survival. He said, “There are 2,000 ad tech companies, and there is maybe room for 20,” he says. “I looked around and said, ‘This is bulls—.’ ”

About 18 months ago, Mr. Knapp set to figuring out how much of his inventory—ad spaces for sale—was fake. The answer shocked him: “Two-thirds was either fraud or suspicious,” he says. So, he decided to remove all of it. “That’s $30 million in revenue, which is not insignificant.”

Sovrn’s business eventually returned to, and eventually surpassed, where it was with the bad inventory. Knapp says his company had a scary few months though and he keeps part of a molar on his desk as a memento. “I was clenching it so hard, I cracked it in half,” he says.

He discredits the idea that it’s hard to tell genuine traffic from fake. “The whole thing about throwing your hands in the air and saying, ‘I don’t know, maybe it’s real, maybe it’s not real,’ ” he says. “You can absolutely find out.” He sees it the way Supreme Court Justice Potter Stewart saw smut. “How can you tell it’s porn? You know it when you see it,” Knapp says. “Like, go to the website, man.”

If you believe that my message is worth spreading, please use the share buttons if they show at the top of the page.

Stephen Hodgkiss
Chief Engineer at MarketHive

Alan Zibluk Markethive Founding Member

Many tips for finding customers in the Digital Marketing Field.

Many tips for finding customers in the Digital Marketing Field.

Ready to tap into the power of digital marketing to help your business succeed?

Check out this list of the top 10 digital marketing ideas from our FedEx Small Business Grant winners, including ideas for social media marketing, content marketing and more!  

Even better, not only are these digital marketing ideas easy to implement, they’re even easier for your business to afford.   

1: Run contests through social media
Nicole Snow is the owner of Darn Good Yarn, an online retailer of specialty yarns. She has achieved incredible success with social media marketing by allowing her social fans to pick the names of new yarn colors. The winner gets a free ball of yarn — and even better, bragging rights. Nicole claims that she’s able to track sales back to participants in the contest, sometimes even up to a year later.

Susan Buchanan, the owner of Humdinger Kettle Corn, a business that sells flavored popcorns, also asks users to provide feedback via social media and help her pick new flavors to develop. The advantages to her business go beyond fan participation — she’s also essentially getting free insight into what her customers are looking to buy. With that knowledge, she is better able to successfully roll out new product lines.

#2: Create a YouTube channel
YouTube allows just about anyone to set up an account, brand it with their business identity and post videos, all for free.

For a business like Catullo Prime Meats, a YouTube channel was a pretty logical fit.  Danny Catullo, the owner and operator of this specialty butcher shop, uses the channel to offer his customers recipes, how-to-guides and other fun and useful stuff. He’s even created family videos and had the good fortune of having a turduken video turn into a viral video marketing star — resulting in a five-fold increase in sales one year.

#3: Tap into star power
When Patrick Whaley, the owner and founder of TITIN LLC, a creator and retailer of high-tech workout gear, wanted to grow his social media audience, he filmed videos featuring well-known athletes.

Because those stars had already built up their own social followings, TITIN essentially leveraged the popularity of their social media marketing and realized a massive spike in views on their YouTube page.

With some smart cross-promotional messaging, TITIN was able to turn YouTube views into visitors to their website and a corresponding increase in sales, making the digital marketing campaign an easy expense to justify.    

#4: Treat content like king
If you’re setting up a website for the first time, you obviously want it to look nice, perform well and be easy for customers to use. But don’t forget about your content marketing!

Content marketing essentially means creating content in order to acquire customers. In order to do that, Danny Catullo advises making sure that your website is built so that it’s easy for you, or someone on your staff, to add, delete and update content. Most modern websites are built on a content management system (CMS), which is essentially a publishing platform for your site.

If you’re paying a vendor to set up your site, make sure right from the start that you’ll have access to your CMS and discuss whether or not training is included in the project quote. If you’re setting it up yourself, consider open-source alternatives, like WordPress, which also has the advantage of being free. 

#5: Make your content useful 
While we’re on the subject of content marketing, here’s one of the best ways you can make content resonate with customers: make it helpful!

Think about who your customers are, what problem your business could potentially help them solve, and then create content that does that (being careful not to give away your goods or service for free, of course).

Examples of this type of content include blog posts, videos, a Pinterest page, Facebook posts and more. Catullo Prime Meats hosts a YouTube channel of how-to-guides, cooking tutorials and more. Darn Good Yarn posts recipes on their Facebook wall, gives remodeling advice through their Pinterest page, and connects with younger customers on Instagram.Remember, content doesn’t just refer to writing — it can be almost anything your customers might find useful!

#6: Use website analytics
One of the best things about digital marketing is that it’s so measurable. Not only can you track traffic to your website, but you can also learn where the traffic is coming from, what they do while on your site, how long they stay — and much more.

You can also use website analytics tracking tools to measure ad campaigns, efficiently buy ad placements and more. The advantage to you as a business owner is that you can measure the return on investment (ROI) of your site and marketing, use what you learn to enhance performance and make smart decisions about what to continue and what to drop.

Ari Hoffman, the owner and founder of GOBIE H20, a retailer of environmentally friendly water bottles, uses Google Analytics, which is widely considered to be the industry standard. He’s such a big believer, in fact, that he advises other business owners to use it “like it’s part of your life!”

#7: Tap into online local search 
If your business relies on local customers, online local search could be a game changer — and compared to targeted media like TV, radio or billboards, it can be relatively cost-effective.  

Online local search marketing basically means ensuring your business is included in search engine results for your geographic area. For example, if you own a carpet cleaning business in Phoenix, you ideally want your business to come up when someone types “Carpet cleaners in Phoenix” into Google. Anyone performing that kind of search could be likely to be a potential customer, so it makes sense to have your business represented.

There are 2 basic ways to do that: 

  • Local search engine optimization (SEO), which involves creating content on your site so that it targets those keywords.
  • Local search engine marketing (SEM), which means buying keywords from search engines like Google or Bing.

Both ideas have been used successfully by the 2013 FedEx Small Business Grant winners. Danny Catullo attributes about 60% of his local business to a combination of SEO & SEM, while Ari Hoffman has used SEM to great success.

#8: Don’t take "No" for an answer
When Patrick Whaley of TITIN started his digital marketing efforts, his first strategy was to target a broad audience. Using what he learned, he was able to gain invaluable marketing intelligence, identify consumer trends, learn buying patterns and discover what it took to convert a variety of different demographics into customers.

“If you limit your sales at the start, you will never know how large your market potential really is,” Patrick said. “ I would encourage every company to try to sell to everyone they meet.  Don't be afraid to fail and don’t tolerate someone telling you ‘No.’ You will be shocked at how many new markets can be realized if you don't allow fear to hold you back.”

#9: Digital is bigger than your website
If you’ve just started your digital marketing, or even if you’re getting ready to revamp your existing efforts, there’s a natural tendency to want to go for broke with your business’s website.

But you should be careful about putting all your digital eggs in one online basket, according to Danny Catullo. Instead of spending a fortune on a flashy site, he used Shopify, a turnkey e-commerce solution, to get up and running. By paying small monthly fees, he was able to launch quickly, without a huge initial investment, and he even gets ongoing support.  

Plus, small businesses need to plan for the long term, says Ari Hoffman. Even the slickest website in the world won’t do your business much good if it can’t adapt and evolve. He advises setting aside 15% of your initial investment for future modifications.

#10: Star in your own show!
Last but definitely not least, Nicole Snow was able to turn a little bit of technological savvy into a huge marketing asset with a show on Google+.

‘Darn Good Yarn Live airs Thursday nights on Google+, and attracts an audience of die-hard fans who often become some of Nicole’s best customers. Plus, Nicole feels that the connections she creates with the public helps build a unique differentiation point from the competition — it literally helps her stand out in a “sea of yarn stores.”

With tools like Google+ and Vine from Twitter, your business can essentially host your own TV channel for free. So if you’ve got some creative ideas to share, fame (and fortune) could be just a few clicks away!

If you believe that my message is worth spreading, please use the share buttons if they show at the top of the page.

Stephen Hodgkiss
Chief Engineer at MarketHive

Alan Zibluk Markethive Founding Member