Think Tank

We all want attention on line!

February 23rd, 2015 by hutdogs

I’m honored to be part of a team of Authorized Local Constant Contact Experts. There are only 14 of us here in Southern California who have been selected by Constant Contact to go out in the business community and teach key strategies of on-line marketing.

There are people on this team like Stu Atkins who is a professor of marketing at Cal State Fullerton.  He recently published a great book that is worth the read called “Winning the Battle for Attention.”  His main focus is attracting targeted, relevant traffic to a website.

Winning-The-Battle-For-Attention-3D1-300x300I asked Stu a few questions about his new book:

Why did you write a book on websites?  Isn’t social media the digital darling these days?

Social media is important, but without an effective website, your overall digital strategy has no foundation.  All your social and digital roads should lead to your website.  You fully own and control your website; you don’t own your social accounts—the social media companies do.

What benefits will the typical small business owner find in this new book?

The book covers a goldmine of practical tips and best practices I discovered since 2008.  It includes what I learned through my website, many of my client’s websites, and also applies aspects of what I teach in my university-level internet marketing strategy class.  In short, it takes the mystery out of what makes a great website, what is SEO, why does mobile matter, how do I measure my site traffic, and much, much, more.

Stu’s book is available on Amazon in both paperback and Kindle editions. For more information about Stu visit

BTW- We will be teaching a class with Stu on April 18,  Advertising with Google Adwords and Facebook Ads.  Join the HUTdogs email list to get updates and schedules.

10 Questions to Get Your Digital Marketing Moving

February 17th, 2015 by hutdogs

The speed of business is getting faster.  Online marketing is a real-time environment and it moves quickly. As business owners we need to simply embrace this rapid pace and take advantage of it.

Small businesses have a big advantage over large enterprises. We can respond and move quickly. The chain of command in a small business is generally not lined with political agendas, up-the-ladder approvals and cross-departmental competitive spats. These all equate to delays in getting your message out to those that matter.

NimbleAdvantageNimble is rarely associated with large companies.

Today’s digital media favors the nimble.

But it also embraces those with a game plan, a strategy and a process.

Social Media and Email Marketing needs direction.

Below are 10 basic questions to help focus your digital marketing game plan:

  1. Who is/are your target audience(s)
  2. What will you offer these targets?
  3. How will you engage them?
  4. Where will you tell your story (Facebook, Twitter, Instagram, Pinterest, Linkedin,  Email Marketing, etc.)?
  5. When should you engage them?
  6. How often should you be posting and emailing?
  7. How much time and money should you budget?
  8. Why should they (your audience/target) care about what you can deliver?
  9. Do I/we (or my/our staff) have the time to manage our company’s digital marketing, or is it time to hire a company that provides these services?
  10. How will we measure the progress?

These questions help frame the cornerstone of your digital marketing plan and strategy. They can help you map out the road ahead and provide direction so you can move quickly and effectively. Realize that the direction may need to change based on results, market needs, your customers and many other factors. It is just part of the nature of today’s online marketing.

Stay nimble.