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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