Take It Up a Level
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Volume 2 Issue 1 

What can you do to take it up a level today? Take inventory of ALL communications to prospects and customers:
  • Are all communications tracked from ad source to close?
  • Can you calculate return on investment?
  • Does every communication include a sales message?
  • Are all messages consistent? See the November issue.
  • Is prospect contact information captured?
  • How effective is the handoff of leads to sales?
  • How are you handling leads that are not ready to close?
  • How are current customers nurtured?
Feel this is a daunting list? No worries...Over the next few months each step will be reviewed in more detail. But first, let's make sure you are not throwing money away. More...

Can Search Engines Find Your Site?
 Studies show 84% of people find new websites via search engines—definitely an audience you'll want to take into account when you design (or redesign) your site.
Read more...

Clients' Corner
Do your eyes glaze over when learning about investments? Introducing ING Money Mentor, a personal finance website that's as entertaining as it is informative. With movies and music you'll actually enjoy learning about your money. More...

Have a perspective, tip, or case study you want to share with the group? Feel free to send it to us and we'll consider it for a future newsletter.

Quick Question The founder of the first department store once said: "Half the money I spend on advertising is wasted; the trouble is I don't know which half." Who was it?

First to respond with the correct answer wins a gift certificate for a Moe's Burrito.

View Past Issues
October 2003
November 2003
December 2003
 Throwing Money Away?
Throwing Money Away A company is listed at the top of the top search engines; its Webinar audience is abundant; and the ad campaign is award winning. Website traffic is up and phones are ringing. You would consider this a success story, right? Many felt this way in the late 90's, but when the dot-com bubble popped advertising dollars were the hardest hit by cutbacks. Why? Because, there was no direct connection between advertising dollars spent and sales generated.

Now the economy is starting to show signs of life—just look at the Dow for proof. It is time to learn from mistakes and look at advertising differently. This does not mean you should stop advertising on search engines, using Webinars, or seeking awards. Search engines and Webinars are great tools to reach people in the buy cycle. Awards are great ways to receive free, positive press. No, instead of discarding them or other forms of advertising, you need to put more thought into every single step.

Of course, each step can fill an entire newsletter—let's break it out into sections and start with Ad Tracking. More...
 Profit From Outside Resources
Teresa Caro Don't have time to complete an inventory or put tracking in place? Let Caro Consulting help you complete these tasks and improve your bottom line. Whether you need a full marketing and sales process analysis or to manage a single project, Caro Consulting is committed to delivering results. A strong resource, without adding to headcount—Caro Consulting can assist you with all or part of the strategy, from idea generation through leads management. Learn more...


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