Who Isn’t Your Customer?

Who Are You Selling To? Or maybe a better question to ask would be, “Who are you not?” You’ve been taught to think that demographically hearing impaired people over the age of 50 or 55 are your target market. But how well do you track the demographics of who actually buys hearing aids from your … Continued

Can Small Businesses Benefit From Big Data?

Last week’s blog post about targeting your clients spoke a lot about using your data, but from where are you collecting this data to use when planning your marketing?  In a perfect world a multitude of data accumulated by other individuals would be at your fingertips. Your job would be to merely sift through the data choosing … Continued

Can You Predict When Exactly To Target Your Clients?

What if you could pinpoint the exact time when a client would want to buy your product or service, and be able to contact them at that very moment? Predictive targeting in the senior care continuum is the way to do this with seniors in the healthcare markets. Immersion Active writes about their studies in … Continued

The Easiest Way to Optimize Your Email Marketing

You’ve created what you think is the perfect promotional email, but you’ve gotten less than stellar results. Or maybe you’re getting fine results, but you want to take your email marketing to the next level…what do you do? Split testing (also referred to as A/B testing or multivariate testing) is a method of conducting controlled, randomized experiments with … Continued

Generating Baby Boomer Leads

Is developing a marketing approach to reach the mature markets really worth it for your brand or business? Does this seem like a potentially high cost, high effort or high risk exercise? Chances are that if you’re reading this, you already understand that baby boomers are viable – beyond viable – representing the lion’s share of … Continued

What Is An Ad Impression & Why Should You Care?

What is an ad impression? In simplest terms, an ad impression is an ad view and refers to the point at which an ad is viewed or displayed on a web page. The Interactive Advertising Bureau defines an ad impression as “a measurement of responses from an ad delivery system to an ad request from … Continued

Whose Marketing Data Do You Use?

Whose data are you going to use when planning your marketing?  In a perfect world a multitude of data accumulated by other individuals would be at your fingertips. Your job would be to merely sift through the data choosing the marketing pieces with the highest return on investment (ROI), determine a budget and make a … Continued

Measuring the Return on Investment of Your Website

“What kind of return on investment should a practice expect with the expense of maintaining a website?” For a great deal of your website, much like public relations (PR), the return on investment (ROI) is not easily quantified.  Metrics do exist, but for the most part they provide erroneous data. PR should tell a story, … Continued

Is Call Source Tracking a Waste of Money?

Call source tracking is designed to allow companies to measure advertising effectiveness, increase sales and enhance customer service.  The customary method is to assign a phone number to each advertising and or marketing piece currently in use.  The premise is that you can better determine the effectiveness of each of your individual campaigns by better … Continued

I Have No Idea How I Got My Newest Customer

When I ask the question, “Tell me the top 5 ways you get a customer through your door? If just once, someone would be honest with me and say out loud, “I have no idea where my customers are coming from” I’d probably keel over on the spot.”  Invariably the answers I get range from, … Continued

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Online Presence Management for Audiology & ENT Practices