What Klout interviewed me about

klout-interviewRecently the folks at Klout asked me some questions about doing business online. Thought I’d turn it into a blog post. . . because that’s what I preach. :)

Klout: What common marketing mistakes should one avoid when forming an Internet marketing strategy? Why?

Focusing on “Likes” “pins” “retweets” “+1’s” – – – – should not be the goal. Revenue should always be the goal. If “likes” “pins” and the rest are part of the strategy to achieve revenue growth, then by all means employ these tactics. But don’t make “likes” the goal or that’s what you’ll get.

Klout: What tips would you give someone who is looking to make meaningful personal and professional connections through social media?

Honesty about your expectations. Integrity when it comes to claims and your ability to make them real. Cheerfulness always. Engage with others. Other people like to be the center of attention, too. And finally have fun. Why else would you be doing this.

Klout: What is the best way to use Internet marketing to turn customers into evangelists?

Use email to show your appreciation for the business. Use Facebook to show your appreciation for their referrals. Use Twitter to show your appreciation of them. Then make it easy for them to refer you. Make sure you have a page then can shout about.

Klout: What is the best tool that an Internet marketer can use to manage campaign tracking?

Set-up properly, Google Analytics is the best tool out there. While there are tools like Crazy Egg that offer some additional bells and whistles, Google Analytics has just about everything you need to know. Before you move on to another service, set up your Goals and Funnels in Analytics and learn.

Klout: What do you think is the biggest trend in online marketing today, and why?

I think that question should be turned around a bit. The biggest trend online is the movement from static profiles to instant communication. Teenagers are moving away from Facebook in droves toward Instagram and Snapchat. Profiles with saved photos and memories are what “old people” do. They don’t care that their photos get saved, or that their profiles get found. They just want instant engagement.  Facebook is already becoming a memory.