How To Develop An Effective Digital Advertising Strategy for Technology companies! (by John Gumas)

How To Develop An Effective Digital Advertising Strategy for Technology companies!

From an outside perspective, devising a digital marketing strategy seems so easy. Launch a website, create a few social media accounts and watch the cash roll in… right? Unfortunately, it’s not quite that easy. Success in digital marketing means managing multiple parts of a comprehensive strategy to reach the right consumer at precisely the right time.

Such a concept can seem highly intimidating, but it doesn’t have to be. Here are some tips you can implement right now to turn your digital advertising strategy into a cohesive and effective machine.

  1. Identify Your Goals. Every company wants to make a lot of money, and that’s clearly the goal of any ad campaign. But it never hurts to take a little time to consider who you’re marketing to and what message you want to send to those individuals. It seems simple, but many companies fail to do this and find themselves wondering why they’re not meeting their projections.

Also, remember that the ultimate goal of digital marketing is to drive traffic to your website, where people can make purchases or convert in other ways like signing up for a newsletter, requesting a demo or getting driving directions. Likes and shares on social media aren’t indicators of marketing success. Getting the customer to click and take a preferred action is where you really want to focus.

  1. Pick Your Platforms. When you know who you’re marketing to, your digital advertising strategy starts to come into focus. If you’re targeting senior citizens, you’re not going to reach them on Snapchat. However, you’ll probably find that email and Facebook campaigns are very beneficial. It’s not about what’s easiest for you; it’s about choosing the areas of the Internet where your audience is likely to reside.
  1. Identify Common Paths to Purchase. Digital marketing has many layers, so it’s foolish to consider only one or two aspects as you devise your strategy. Instead of looking at marketing from your perspective, look to your audience for direction. Plot consumer activity across all of your company’s touch points and take note of any patterns you discover. Do people find your site through a Google searchor through social media? How many emails do you have to send before recipients click through? Start connecting these dots and you’ll not only have a better understanding of your customer base, but you’ll be able to market in a way that nudges customers down this path to purchase.
  1. Track and Test. Perhaps the best part of digital marketing is the ability to track virtually everything that happens from a marketing standpoint. Use this to your advantage. Keep track of every data point that relates to your marketing. While you might not need to look at every single number at first, you never know when you might need something. In fact, too much data can be overwhelming, so keep your data analysis simple at first and incorporate additional factors as you go.

Testing is another great ingredient for a successful digital marketing strategy. Come up with multiple email subject lines and try them out on various segments of your audience. Execute a variety of lead nurturing strategies on different groups. This will help you drill down into what your audience wants, which makes it much easier to give them exactly what they’re looking for.

All marketing strategies are works in progress, and it might take a little bit of practice for you to stumble upon your most effective digital advertising strategy. But keep at it, and you’ll soon find that improving your marketing is easier than it might seem. For assistance in enhancing your digital marketing strategy, drop us a line today.

John GumasAuthor- This article was written by John and Team - John Gumas is the Founder and President of Gumas Advertising, a San Francisco based full service branding, advertising and interactive marketing agency that specializes in Challenger Brand Marketing. John is considered one of the country’s foremost authorities on Challenger Brand Marketing and is the author of the popular book on the subject entitled “Marketing Smart.” Check out John’s book at

*Editor's Note - The Oldcommguy - John is an awesome friend and a very seasoned professional marketing expert. I have had the pleasure of working with John and Team and if you need Branding and/or Marketing assistance the Gumas Team is the Very Best Team and I highly recommend them!

Read some more of John's Articles on Challenger Brands! - 





Startup Dreams (by Paul W. Smith)

Straight Talk for Startups-Small
 Book Review:  Straight Talk for Startups by Randy Komisar and Jantoon Reigersman

 I confess that I play air guitar in the shower and I fantasize about hitting the winning basket at the buzzer.  I suspect that I am not the only one who does this.  For most of us, such dreams leading to wealth and fame fade with the awareness of our meager guitar or basketball skills. 

The one dream that cannot be so easily dismissed is that of the entrepreneur; we all secretly believe that we can conjure the “Big Idea”, raise a pile of money, and ride the wave to Lamborghini-ville.  Straight Talk for Startups by Randy Komisar and Jantoon Reigersman will improve the odds.

The book is both reality check and detailed manual.  While the exhaustive machinations of startup finance can be overwhelming for the casual reader, both novice and seasoned entrepreneurs will find a thorough and practical guide for circumnavigating the many threats that a new business will encounter.  The cover promotes “100 Insider Rules for Beating the Odds…”, while the dedication celebrates the rule-breakers who “make this world a better and more interesting place.”  The resolution of this apparent contradiction?  You have to know the rules before deciding which ones you can afford to break.  Think of them more as “prime directives.”  Bend and break them if you must, but never forget them.

The 100 rules span the 5 main sections of the book.   Here are a few key thoughts.

Continue reading "Startup Dreams (by Paul W. Smith)" »

Troubleshooting a Spotty/Bad Internet Connection (by Chris Greer)

Recently, I changed my internet service to a new provider. These guys promised some decent bandwidth at a good price.

After getting it installed, nerd-proofed, and monitored, all looked good.

That is until I had a remote training class to teach over WebEx – then the audio issues began. (Of course! Why do these issues always KNOW?!?! Right when you need the connection the most – boom!)

Every 10-15 minutes or so the audio would drop for about 5 seconds. The students could still see my screen, but the audio was clearly having issues. Fortunately, I could call in using my cell and finish up the class with no further problems.

As much as I wanted to blame WebEx, I knew that it was no small coincidence that I had just changed my internet service. Alas, this time it looked like it really was the network! Time to crack out the tools and troubleshoot.

Packet Capture - Wireshark

Continue reading "Troubleshooting a Spotty/Bad Internet Connection (by Chris Greer)" »

Your Website - Effective Link Building Strategies for 2018 (by Rana Tarakji)

Your Website - Effective Link Building Strategies for 2018

Link building is one of the most widely used off-site SEO strategy. Basically, it makes use of links that direct people to your website to gain authority and rank higher in search engine result pages.

Although algorithms of search engine platforms can be quite unpredictable, the use of link building remains effectively relevant as it makes use of the main pathways that search engine spiders crawl on – links.

There are many link building techniques used by website owners and digital marketing companies that provide SEO services, here are a few that are still effective this 2018:

  • Reaching out. Learning about where your brand or your company is mentioned online, as well as contacting the people who have done so or may possibly do so, is a seemingly tedious task, but it comes with benefits. Aside from being able to check if there are backlinks to your website, upon mention of your company or product’s brand, you also get the chance to verify if the links are accurate, up-to-date, and correctly in place. Also, this gives your company a chance to interact with blog managers or people in your industry that discuss topics related to your niche. Most importantly, this helps you assert your authority in the field not only through increased links but also with your proactive interaction.
  • Socializing and increasing visibility online. Connections through social media platforms continue to widen as more people become savvy with their online presence. Responding to this boom in online activity is a logical way to establish relevance by creating visually-appealing (i.e. infographics) and engaging content. Nothing tells search engine bots that your site and content are relevant enough than by making sure your reach translates to numerous links of online shares.
  • Creating valuable content. Users search online to gather information and prefer those that come from credible sources. The same is the rationale behind ranking websites – to point people to the direction of trustworthy With content that contains original and reliable data acquired through comprehensive research, gaining backlinks to your site will be effortless because users will always link back and associate themselves high quality content.

Region CaptureAuthor : Rana Tarakji is an entrepreneur and a contributing writer at One SEO, a digital marketing agency, who lives in Beirut, Lebanon. Rana Tarakji is passionate about digital marketing, startups, helping entrepreneurs grow, and empowering them to live their dreams. She has worked as a marketer, a technology co-founder and business developer, and a writer.

LMTV Live | Modern Attack Vectors – A Compounded Headache (with Andrew Vladimirov)

EVENT START TIME: 9:30 AM PST - Wednesday, September 5th, 2018

This week we will be talking with Andrew Vladimirov of Arhont Information Security, about the new tricks hackers are using to get their hands on your data and do other nasty things.

Before you implement counter information security measures, do you know what you are protecting against? Do you understand the actual risks your business faces and the attacker strategies that are used?

Determined and skilled hackers employ a combination of social engineering and technical (client/server/application/database/all 7 OSI layers network) attack means which interchange subject to how events unfold and where the next available gap can be found. Until you fully understand how an attacker approaches work in combination of these methods and how these create compounded risks, you will continue building virtual Maginot lines and gasping at being outflanked yet another time. 

In this LMTV session we will discuss the how hackers combining social engineering and technical attacks, make the most devastating and difficult to protect against today.  We will suggest ways you should start planning against these.