Category Archives: Online Marketing

Injecting Some E-Commerce into DTech Canada!

We’re very proud to announce our latest website launch – DTech Canada (2012) Inc., an e-commerce website.

Here at Cohesive, we’ve been fortunate to have DTech Canada as one of our long-time clients.

DTech Canada (2012) Inc. is the Canadian distributor for DIPACO and DTech diesel products. Located in Winnipeg, Manitoba and operating since 2008, DTech Canada sells and distributes diesel parts and components across the country.

The company’s growth over the past few years necessitated a better way to serve their customer base, and they decided it was time to offer an e-commerce solution for their products.

Cohesive relished the opportunity to rejuvenate the existing website and to offer online purchasing to the client base that has been growing along with the company.

The website features fuel pumps, turbochargers, injectors, install kits, glow plugs, and a variety of other parts for Dodge, Ford, GM, and more.

The ability to offer their products for sale online will allow DTech Canada to further their growth and provide their customers with the most comprehensive customer service.

We were happy to be a part of it, and would be thrilled to help your business either enter the world of e-commerce, or refine your online sales solutions to dovetail more cohesively into your workflow and inventory.

View my profile, connect with me on LinkedIn or add me on Google+.


Your website is your online focal point

marketing_mumbo_jumboMore now than ever, your online presence is absolutely key to you brand promotion and your lead generation. Presenting the right information, the right image in the right place will be key to your success.

If you are a TV watcher (I have to admit I do my fair share), you will have seen the traditional media pushing the concept of a pure outbound marketing and that this methodology is the one that works. Sure, TV and radio and to a certain extent, print advertising still has its place. Just not the ‘be all’ that the current advertising might have you believe.

And the main reason it might not work as well as touted (it still might) is that the audience is not the right one for your product or service. Depending on the demographic, more and more people are using their PVRs to avoid commercials and to a growing extent are not even tuning in. The key is know your audience, know your prospects and most importantly, know your customers and where you might find them.

The following links talk to your online presence and provide some insight as to how important it is to Be Online, Be Found, Be current and up to date, and most importantly Be Cohesive.

If you want to be found online, now’s he time
Should you be concerned with your website?
3 things you must do for your website to succeed

Come visit our website,  or give us a call; we can help.

Friendly check-in

friendly-check-inHope everyone is having a great summer so far! We’re past the halfway point in the year so I figured it would be a good time to temporarily pause your relaxing and soaking in the sun by asking how has your business been performing this year? Smooth sailing? Keep in mind, even if business is great, there is always room for improvement.

An important metric to keep tabs on in your online marketing, are conversions. Tracking your online conversions is necessary in business to evaluate your progress. If you haven’t received many leads this year, start questioning why.

Continue reading

Should you be concerned with your website?

Simple answer is yes!! But why, you ask?

Online is probably where your largest marketing effort is focused and your website is (or should be) your online focal point. And, not to be minimized, your competition is likely spending money to attract customers, online. And maybe in offline too.

Your website should be putting your brand out there and providing lead generation. First you need to be found and if you have not been paying attention, updating your content and tracking what it is doing for you, then you likely will be falling in the search rankings. So not being found as often as you would like.

Once you are found, you need to provide a quick and easy path to the information the viewer is looking for as well as to make contact with you. You need to understand your prospective buyer, how they do things and what they really want and provide the information quickly in a format they want.

Simply put, if it has been a while and you have not spent any effort or money on your website, it likely isn’t working as well as it should be. Give me a call for an initial assessment and let’s see how we can help.

Is it time to sell on your website?

free-vector-green-dollar-symbol-on-grey_133634_Green_Dollar_Symbol_on_GreyMaybe. Your cost of sales may be lower but that should not be the driving reason make this big step. You need to make sure that your product or service actually should be sold online. You need to ask yourself some tough questions and be brutally honest in your answers. After all, you will only be fooling yourself and it is an investment to make it happen.

If your sales process is complex or consultative, you need to think long and hard about selling online. Your product or service needs to be obvious, needs to almost be able to sell itself for this to work well. I’m not saying it has to be a pure commodity sale but the closer it is, the better your chances.

So you think you should. There are four components that you need to focus on; Attention, Interest, Desire and Action. You need to guide them through the buying process, even before they get to your website. Getting their Attention and their Interest will mostly happen before they even get to the website so you need strong keywords and very strong optimization to make sure they even get there.

Once on your website, you need to be able to create the desire for your product. Strong imagery as well as concise descriptions are key. If they need to make any decisions about which product to buy, say based on colour, you must make sure to provide the path through that decision and get them to the Action phase quickly, and quickly means seconds. Action is the buy process; always make is as easy as possible, just a few clicks is best.

Above all, you will probably need some help to get it right. There are a lot of options where you can do it yourself but most buying sites now look just like a website with a lot of marketing thought, calls to action and strong visual components, all helping the viewer to move to that next step and start the process to buy your product or service. We understand the buying process and how to market it, so give us a call; we can help.

Marketing & Automation

thought and pictureWikipedia defines marketing automation as referring to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.

There does appear to be agreement among the vendors as well that it is software or technology aimed at making the marketer’s job easier, more efficient and more accurate. In oversimplified terms, it automates your marketing; it does not create it nor does it ensure that the message is what you need. One of the benefits not mentioned is that it also helps to make sure that your marketing is Cohesive; all your campaigns working together to relay a consistent message to the viewer.

In the past, literally before online anything, marketing practitioners relied solely on outbound campaigns that used creative messaging and visuals aimed at specific demographics in the hope of getting them to contact you. Rates of return were quite low and more often than not, very hard to measure.

Initially, automation was used in conjunction with email, focusing on sending batches in blast format and again hoping to gain some traction with the recipients. At least there were some tools available that could help in understanding a limited subset of the behaviours but it was still very limited as to did you influence the prospective buyer of your products or services.

With the prevalence of online today, most buying decisions are made prior to contact with any vendor, never mind the one from whom they will eventually make a purchase. So now you need to find ways to influence and affect the buying decision without actually knowing the customer before they buy.

The software can help us do this but in a lot of cases, a poor campaign is being automated only to fail quicker but fail none the less. So when looking at your marketing vendor, their capability and their tools keep in mind the tools are available to gather data to help understand the buyer’s behaviour and the signals they are sending but the concepts have not changed. Automating a poor process means you have an automated poor process; automate a great one and you may have a winner. You still need to know who your prospects are, where they are and what their likely buying behaviour is going to look like; that we can help with.

Nearly Half the World is Online

While I don’t typically subscribe to the chatter about “trends” and how every marketing plan should incorporate them, I have spent the past few weeks haphazardly doing research to help me foresee and plan what might be good tactics to dovetail into the marketing strategies of some of my clients.

The statistics I found were compelling from both a professional and personal standpoint.

The fact that nearly half the world is online is just one of the statistics that struck me as noteworthy. There’s also data to support that almost one-third of the world uses social media, which, considering its’ relative newness, is quite astounding indeed.

Global population is 7.395 billion.

Here are some key statistics for digital, social, and mobile media in January 2016:

Continue reading

8 Simple Questions for Website Owners

The Winnipeg business landscape is a unique animal. As a marketer, I have been faced with many client objections over the years – Winnipeggers don’t generally like spending money on anything that is intangible. In my view, the various elements that make up a marketing strategy are not only tangible, but also highly measurable.

Winnipeg customers expect a lot from the companies with whom we do business. Think of our restaurant landscape for a moment; if a new establishment can’t jump in to the realm with both feet and become a popular contender in short order, they usually don’t last very long.

We have incredibly high standards, which, in and of itself, is not a bad thing.

successful-website_elementsWhat becomes a bit unbalanced is when business owners abandon all of the rules to which they believe other companies should adhere when it comes to assessing their own company’s offerings.

The best example of this type of double standard is in the company website. In today’s world, an online presence is required, no question about it. But paying close attention to that online presence is also imperative. There is no more “set it and forget it”.

As a business owner, you have to ask yourself, “Are any of my customers feeling that same sense of frustration I felt as I tried to navigate so-and-so’s website? What can I do to make their user experience better?”

If you are a business and website owner, here are 8 simple questions to ask yourself about your website:

Continue reading