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Mary Schmidt Business Builder & Renovator


Idea Pool

What A Librarian Can Teach A Marketer.

Mary Schmidt

Feb 23, 2016


I love the Albuquerque library system.  It makes me happy simply to walk into one of the many branches, staffed by knowledgeable, helpful people.  (I also enjoy walking into the Apple store…hey, we’re gonna have FUN!)

Who’d thunk fusty old book people have anything to teach a marketer?   Well, marketers take heed:

Librarians know they need loyal users, and lots of them.

The staff acknowledges your presence; they’re responsive; they try to help; they’ll occasionally cut you a break,

In Marketing Troubleshooting, Web Bytes

Why I Don’t Download Your “Free” Report (or read your article or open your email).

Mary Schmidt

Feb 09, 2016

Ever wonder why you’re not getting the results your web or social media marketing “expert” promised?

1. Your “free” download is a poorly disguised lead generation/qualification method. To get the wonderful, insightful info, I have to enter a long list of information, including having to scroll way past Afghanistan to check off my country, United States. Then, after I’ve given all the lead generation information (including the required phone number)...then and only then, you tell me a

In Marketing Troubleshooting, Pet Peeves, Social Media Reality Checks, Web Bytes

Is SEO Crap?

Mary Schmidt

Feb 04, 2016

cut the crapShort answer: In and of itself, yes. The other day, I heard yet another sad tale of a local company being charged thousands of dollars for SEO.  Unfortunately, they’re not getting results…and the contract they signed, obligating them to pay has nothing obligating the SEO firm to deliver results. So, they’re pretty much stuck. The snake oil salesman touted “guaranteed” results—but the company didn’t get it in writing. So, yes, lots of SEO is crap.

And look who agrees with me.

In our opinion,

In Marketing Troubleshooting, Pet Peeves, Web Bytes

Being Liked Isn’t (Nearly) Enough

Mary Schmidt

Jan 06, 2016

There’s neither passion nor power in “like.” 

Queen Elizabeth I wasn’t liked. Elizabeth Taylor wasn’t liked. President Obama isn’t liked.  FDR, whom many deem one of our greatest presidents, was both loved and absolutely loathed…but few, if any people, ever liked him (In fact, he was not one of the “in crowd” in school, but I digress…) If you think the things people say about the Obamas are awful, you should read what some said about FDR and Eleanor. And, I’m pretty sure nobody ever said,

In Marketing Troubleshooting, Web Bytes

Emails & Social Media Can Be Great Tools…But…

Mary Schmidt

Dec 15, 2015

“I’m all in favor of keeping dangerous weapons out of the hands of fools. Let’s start with typewriters.” (Solomon Short)  Change that to “keyboards” and it’s as applicable, maybe even more so, these days. One small tweet can go ‘round and ‘round the world.

Here’s a few tips I’ve culled from various sources and my own decades of biz writing experience. (I learned to type on a manual typewriter, to give you an idea…)

1. Never write anything you don’t want to be out there forever, for anybody

In Marketing Troubleshooting, Pet Peeves, Social Media Reality Checks, Web Bytes

Do You Know Your Rs?

Mary Schmidt

Dec 08, 2015

I’m doing a website review project for a client—they’ve got a professional, fast-loading site with many unique visitors. The issue is conversion.  And, so it goes.  Pretty doesn’t always sell. Creativity doesn’t always lead to results (and, in fact, can hinder them.) 

And, then there’s SEO (Search Engine Optimization—which some continue to pitch as the magical answer to all your web marketing problems.)  So? They found you. Now what?  Will they stay? Will they care? Will they buy? Will they

In Marketing Troubleshooting, Social Media Reality Checks, Web Bytes

Advertise with Google! It’s Simple! It’s Cheap! It’s Easy! (Not)

Mary Schmidt

Jul 29, 2015

This keeps coming up as I travel around the interwebs and attend meetings…so, from the archives.

...Well, it can be cheap, but it ain’t easy…

Recently, I once again heard “You only pay for what you get!” and “You can cancel any time!” and “You can adjust the ads as you go!”  Which is all well and good, but Google ads, like any other form of advertising, is both an art and a science.

And depending on what you pay and the ad text, you may never actually show up, at least not on the first

In Marketing Troubleshooting, Pet Peeves, Web Bytes

Start-Up Sanity Check for B2B Tech Ventures

Got a great idea? Are people telling you it’s crazy? Good! You’ve got to be a little insane to take that start-up leap – rather it’s out of your garage, the lab or a day job. I'll help you decide where and when to leap (and what to do when you land).

Investment: $500.00 (Why do I call it an investment? Two reasons: 1. If you’re willing to pay, that tells me you’re serious. 2. When you pay for advice, you’re more likely to value and use it.)

Drop me a line and we’ll see if we’re a good fit. If I can't help you, I’ll tell you (and if possible, tell you who can.)

Got funding? I work with one to three start-ups a year, on retainer (minimum of three months, maximum one year).

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Social Media Isn't Free, Easy or Magic.

If one of the self-anointed experts contacts you, pitching magical thinking, ask:

1. What results can I expect if I work with you? (Note: Twitter followers aren't necessarily customers.)

2. What kind of time will I have to invest? (Social media, properly done, is all about personal relationships. You with your customers...and a good relationship takes time.)

3. How do I integrate social media tools with my current operations? (Your salespeople need to know what you're saying on Facebook. Your customer service process and policies should be consistent across the board, from phone to Twitter.)

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