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Marketers should be called “key makers.”. They are always selling the keys to your business success. When looking at what each marketer sells as a whole group, of course, the “keys to success” number somewhere in the hundreds or even thousands. New angles and spins on classic marketing crop up every day. Add different solutions to that for the digital age, and you can see what I mean.

There is a lot to be confused by in advertising: releasing a new Google AdWords campaign with all the appropriate extensions, daily budget limits, network display opportunities and URL paths that can measure conversion; or retargeting Facebook ads with the correct marketing spends; or even capturing names through pop-ups on a website. Never mind simply tracking list serve opens and closes, clicked on links and the dynamic traffic flow or TSO. All of it adds to the difficulty of understanding the options available. Toss in SEO practices, such as domain management, keyword placement, linking structure, conical tagging and other “keys” to better traffic development, and the brew cooked up in any marketer’s cauldron is an intimidating one.



Just how does a business make sense of all the options and keys to success available to them? Perhaps more importantly, how does a business know which are the real keys to success and which are red herrings that will simply end up costing a lot of money to learn a valuable lesson? First we must understand the overall concept that there is no single key to success. There are trends that make sense for the short term, and sometimes impact longevity of marketing spends. If business is based upon one marketing facet for growth, then it likely will fail.

Instead, the better route is to consider several elements to business success. The elements include a digital strategy, a word of mouth campaign, a reviews strategy, new name capture, and brand and product messaging. All of these parts work in concert to provide a sound, solid foundation for growth. However, making an impact and having the pieces work together well does take time and rarely is an overnight venture.

Integration can be expensive on the up front—that is, to start up and begin a program. But poorly integrated and planned digital strategies can be even more costly if not managed well and precisely. By focusing on what makes sense, then changing and adjusting based on consumer response to digital engagement online and in social media endeavors, a business can grow awareness, deliver sizeable traffic, and reduce the overall costs for publication. But be aware, digital products are a minefield of cost, if not tracked or massaged.

The same is true of new name capture. While seeking leads, if a company does not know what to do with the leads, the wealth of data created is a loss and a big risk. Not having the well-planned funnel for name capture and integrating with digital plans or follow up mailers can lose the business money over short and long terms.

And that is just a couple examples of how money can bleed from a company. Yes—each avenue for marketing can be good, if well developed or very targeted. But the effectiveness of each path is limited when it’s not integrated with other vital pieces of the marketing puzzle. Don’t get lost in the “salesmanship” of magic pills or one-key-is-the-key-to-success snake oil you may come across. Instead, develop a larger, long-term growth strategy that is well-integrated with other needed pieces. Together, the efforts, dollars and results will be more measureable and ultimately more successful for your business.

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