Marketing Myth Shakedown

Whether it is search engine marketing (SEM), search engine optimization (SEO) or website design, there are many myths about Internet marketing that just do not hold up to testing. Let's tackle the top 18.

Keep in mind these myths are for service-based small businesses with the primary goal of generating leads.

Myth #1: You need to be No. 1 on Google. In reality, the cost per click to be No. 1 in paid advertising for all pertinent keywords is generally not cost-effective.

Deck: 

A look at the most common online marketing misconceptions

About The Author: 

Bryan Trilli is team leader for Optimized Marketing. Trilli can be reached at bryan@optimized-marketing.com or 919.789.1888.

Publication Date: 
November 29, 2012
Activation Date: 
November 29, 2012
Issue Reference: 

Tablet Transformation

IPads and tablet devices have become important to sales and marketing professionals in home products and many other industries, according to a recent survey of business professionals.

Deck: 

How iPads and tablets are changing the face of sales and marketing

About The Author: 

Mary Lou Denny is executive vice president of Walt Denny Inc. Denny can be reached at marylou@waltdenny.com.

Publication Date: 
November 15, 2012
Activation Date: 
November 15, 2012
Issue Reference: 

RainSoft Implements Credit Card Program for Purification Systems

Source: 
RainSoft
Deck: 

Program will help consumers finance RainSoft water and air purification system installation

Alliance Data Systems Corp. announced its retail services business has signed a new multi-year agreement to provide a marketing-driven, private label credit card program for RainSoft, an international company focused on water and air purification products. This agreement reinforces Alliance Data’s strategic desire to move selectively into the growing $279 billion home improvement vertical, per the U.S. Census Bureau.

Company Reference: 
Publication Date: 
November 1, 2012

WaterCare Launches Newly Redesigned Website

Source: 
WaterCare
Deck: 

WaterCare launches redesigned, easy to navigate website

WaterCare announced the launch of its newly redesigned website. Product lines are grouped into residential and commercial categories and offer treatment solutions to water problems such as hardness, high levels of iron and manganese, low pH and sulfur. It features information on the company's full line of treatment systems, including water conditioners, filters, cartridges and reverse osmosis drinking water systems.

Publication Date: 
September 14, 2012

The Hunt for Advertising Answers

Recently, I was in Sioux Falls, S.D., giving a seminar to a large crowd of business owners. As always, I invited them to e-mail me some questions in advance so I could have a few days to think about the questions and answer more thoughtfully.

One question has stuck in my craw: “I own a ______ company. What are the five best ways to advertise for my type of business?”

Deck: 

Asking the right questions to meet your business goals

About The Author: 

Tim Miles is founder of the Imagination Advisory Group. Miles can be reached at tim@ouriag.com or 573.234.6282.

Publication Date: 
September 11, 2012
Activation Date: 
September 11, 2012
Issue Reference: 

Pentair, Watertronics Team Up to Create Awareness for Benefits of Rainwater Harvesting and Reuse

Source: 
Market Watch
Deck: 

Co-marketing agreement aims to educate businesses on how to achieve measurable results in water and energy conservation

As clean water grows increasingly scarce globally, more and more businesses are adopting plans to harvest rainwater locally. Recognizing this need for improved water conservation in both new and existing building projects, Pentair and Watertronics have combined forces to educate architects, consultants and engineering firms on how they can provide innovative rainwater harvesting systems that result in the health of plants, landscaping and in year-round savings through reduced municipal water needs for their clients.

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Publication Date: 
June 19, 2012
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Slider Text: 

Pentair, Watertronics Team Up to Create Awareness for Benefits of Rainwater Harvesting and Reuse

Optimizing Online Advertising

Anyone who has ever used Google knows the search engine enables companies to advertise products and services next to search results, as well as on websites, Google Maps and many other places on the Web. These ads can be a great way for businesses to build Web traffic and see positive results.

In order to ensure that these ads provide the most benefit, it is important to know how to use Google AdWords, a bidding system used by advertisers to help determine when and where their ads will display. Advertisers competitively bid to display their ads next to the keywords they specify.

Deck: 

Strategies for targeting customers with effective online ads

About The Author: 

Mary Lou Denny is executive vice president of Walt Denny Inc. Denny can be reached at marylou@waltdenny.com
or 630.323.0555.

Publication Date: 
June 18, 2012
Activation Date: 
June 18, 2012
Issue Reference: 

Research Revamp

Over the past several years, the Water Quality Assn. (WQA) and the Water Quality Research Foundation (WQRF) have completed three research studies that provide the industry with insights into their core customers and the quantifiable benefits of using softened water. While this research is valuable in and of itself, when put in the hands of a trained salesperson, it can be the difference between making a sale and going home without that much-sought-after order.

Deck: 

Integrating softened water research into sales presentations

About The Author: 

Eric Rosenthal is chairman of the Water Quality Assn. Marketing Committee. Rosenthal can be reached at ebr512@yahoo.com or 708.560.6277.

Publication Date: 
June 18, 2012
Activation Date: 
June 18, 2012
Issue Reference: 

Keeper Springs Partners With Omni Hotels to Support America’s Waterways

Source: 
Keeper Springs
Deck: 

For each Keeper Springs sold, Omni will donate additional funding to the Waterkeeper Alliance

Omni Hotels & Resorts and Keeper Springs have partnered this summer to give guests an opportunity to support oceans, lakes, rivers and bays nationwide.

Included as part of Omni Hotels & Resorts' new “Art of Water” cocktail menu, for each purchase of Keeper Springs, a further donation by Omni will be made to the Waterkeeper Alliance, a global environmental movement uniting nearly 200 Waterkeeper organizations around the world and focusing citizen advocacy on the issues that affect waterways from pollution to climate change.

Publication Date: 
May 30, 2012

Today’s Successful Networking

As social media continues to grow and evolve, so do the rules of social media etiquette. Having top-notch social media manners allows you to build a following on Twitter, drive more traffic to your website, locate new prospects and strengthen relationships with past and current customers.

Do not fret if you are not sure what proper social media etiquette entails. Online and in-person etiquette are more similar than you think.

Deck: 

In-person and social media etiquette go hand in hand

About The Author: 

Walt Denny is president of Walt Denny Inc. Denny can be reached at walt@waltdenny.com or 630.323.0555.

Publication Date: 
October 1, 2010
Activation Date: 
October 1, 2010
Issue Reference: