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Continued: Viewpoint: Teaching the secrets to online schools

  • Article by: JOHN EWOLDT , Star Tribune
  • Last update: March 23, 2013 - 10:03 PM

A: They’re not designed for someone who’s just starting out. It is advanced training. We’ve had students with little social media experience but who have marketing experience.

 

Q: What is the most common mistake that marketers make with online sales?

A: Measurement. Very few people are measuring results effectively enough to allow a company to shift strategy. A lot of people are good at giving Google and Microsoft money, but brands don’t always do a good job of measuring their results. That makes it hard to build an effective campaign. Companies look at the number of site visitors per day or the bounce rate [those who go to only one page before hitting the back button], and they think that’s measurement. We look at how many of those visitors are likely to buy something and why.

 

Q: What’s a no-brainer online marketing strategy?

A: Paid search and online advertising is better than social media. It’s the easiest and most cost-effective way to market yourself. A lot of organizations spend a lot of time on social media because it’s free, but they’re not paying money for online display ads or a paid search ad on Google and Bing [the sponsored ads that are highlighted at the top of the search].

Social media requires a lot of strategy, and it’s hard to be effective. It’s not that Twitter and Facebook can’t be effective advertising. It’s just more challenging.

 

Q: What do the classes cost?

A: They range from $250 for eight hours to $650 for 16 hours. It’s a lot cheaper than paying a company $500 per month to get your company on the first page of Google search results.

 

John Ewoldt • 612-673-7633

  • related content

  • Ted Kozlowski started his DemandQuest training facility three years ago to teach business executives how to increase their sales online.

  • Title: President of DemandQuest

    Family: Wife, Rachael; two daughters, ages 2 and 3

    Education: Grew up in Stillwater and attended local schools. Graduated with a bachelor’s degree from Edgewood University in Madison, Wis. He is on faculty at the Institute for Entrepreneurship at the University of North Carolina, where he teaches owners of small and medium-sized businesses how to grow revenue.

    Experience: Senior consultant for Homestore.com, management and senior marketing positions with Network Solutions, Immunix (acquired by Novell), and Computer Associates; CEO and co-founder of Life Raft Consulting, a Web marketing start-up based in Charlotte, N.C., with offices in San Francisco and Chicago.

    Other activities: Stillwater City Council member, a director at Valley Outreach food shelf, skiing, boating.

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