Chapter 8

Measuring Success

"You can only improve what you measure.", Success Secrets of the Online Marketing Superstars, Meyerson, pg95.

The above statement rings true for every industry. More often than not, entrepreneurs launch a website to sell their super-incredible product and become discouraged when their site isn't doing so hot. It's been my experience as a freelancer that most small business owners have no clue when it comes to measuring the success or lack of their business.

I'm often discouraged when I run into hacks on the street. You know, those people who "know a little bit about HTML" and quite literally MacGuyver their way through building a site. I ran into one of those 2 months ago at a party. My "friend" was very excited to tell me about how she was making $35/hour building websites. Truly, I was floored. But there is one thing I do which I know she still hasn't thought to. She doesn't create a Project Plan and I do.

Nothing impresses a potential client more than when you show up with a bundle of paper for them to peruse. It proves you've done your homework, it says the money they're paying you is well-spent, especially since they had not even considered some of the items in my project plan. What they seem to love most is when I start talking about Google Analytics. Usually, it's around that point that they realize that they had been going about it all wrong and I've found that to be the case with a lot of small businesses. The beauty of it is that it keeps me gainfully employed and separates me from the hacks.

Reeling in Vegas

So, I've been burning the midnight oil working on my final project for Web Marketing. I finally came up with a design I liked. My original concepts just weren't working for me. Presently, I have only a Photoshop mockup, but I'll reveal that later. For now, check out the Twitter! Friend it, love it, share it with your pals!

Truthfully, this is only the beginning, in fact, I'm not too pleased with the background, but it works for the moment! Next up are myspace and Facebook fan pages...then coding the site...just never enough time...

My grade so far at Midterm

Five weeks down, Six to go!

The end of the quarter will be here before we all know it and I can't believe it's already Midterms. I have been busting my hump with professional projects and haven't really focused on my schooling as much as I should be, I have produced the bare minimum. I'm much better than a C, but that's what I feel I'm producing. No apologies, no excuses, we're all responsible for our own lot and I accept.

Reeling in Vegas

This site will incorporate the class’s websites. I’ve been working on the artwork for a few weeks now and I’m actually pretty excited about this project. The concept is Old Vegas, but super shiny and possibly loud like the Strip can be when you’re too tired or hung-over to deal with the tourists and throw peanuts at them.

The site’s meant to appeal to both tourists and locals, though locals will be the most likely to take advantage of what the site has to offer. Most of us hate dealing with Strip traffic and prices, so it’s no surprise that we flock to ‘neighborhood’ casinos for catch a movie and while we’re there, sometimes dinner too. If the casino is really lucky, we’ll stick around for a few pops and some nickel slots…

“When it comes to selling on the web, shortcuts don’t work”, Success Secrets of the Online Marketing Superstars, pg 58. I’ve been working on concepts and one of the interactive elements of Reeling in Vegas is a super short form that asks the site visitor if he or she is local. Harmless enough, right? If they don’t enter info, that’s fine, they’re free to browse around. Then, I’m going to ask them for their name, they can’t skip past this step, though. If they do fill out their name, even with something fake, I’ll take them to a freebies page, something that says, “Hey there ______, do you like movies, don’tcha?

"People online do not want to get sold to", Success Secrets of the Online Marketing Superstars, pg 59. At no point am I asking my site visitor to give me a credit card number, nor am I telling them I can get them discounts on movies, I'm really not trying to sell them on anything. I'm just trying to get my visitor warmed up enough to opt in with their email address to have a look-see at the Members Area. Then, they'll get notified when I post new movie previews or the latest reviews. I'll even tell them about my FREE newsletter, chock-full of venues for checking out the local movie "scene" as well as other local info, after all, there's gotta be more going on than the ruckus on the Strip, right?

You Tube Project

I ended up using my YouTube for more than just my single posting. I uploaded all the videos for my Fantasy Movie Obsession website. I did this for a couple of reasons:
1) I wanted to create more interlinked over the internet
2) I didn’t want to limit my Tube to just the one video I’d created.
The original video I’d posted was How to make Minnie’s Rockin’ Guac. It’s very low rent, but the animation is smooth. I was going for amusing as well as revealing the mystery behind the incredible green dip that burns your tongue, but keeps you coming back for more. It’s no secret that I love spending time in the kitchen and I take an awful amount of pride in my guacamole. It’s something a lot of my friends ask for when having a get – together.

That video may be found here:

Ebay Project

Harry Potter and the Chamber of Secrets in hardback was the item I listed. After the success of my first sale on Ebay, I had no choice but to post another item for sale, hopefully, this one will sell as quickly as my last item. For the most part, Harry Potter books are a hot item, especially in light of the new movie coming to theaters next year. Everyone’s primed for the next Potter movie and I aimed to not only clear some shelf space, but to also make a buck.

“You can use simple words like amazing, for example or great”, Success Secrets of the Online Marketing Superstars, pg. 44. I chose to use “killer deal” in my headline. Truth be told, most folks hit up Ebay to save money or to find a very obscure item they just can’t do without. It turns out there are over 100 listings for Harry Potter and the Chamber of Secrets.

“You want to take away any fears that you’re going to rip them off or they are going to lose in some way”, Success Secrets of the Online Marketing Superstars, pg 52. In my listing, I’m offering a merchandise credit within 7 business days of purchase, however, the buyer pays shipping fees. Most people would consider this fair, especially when you’re shipping a hardback book. I’m meticulous about my books, so I’ve always preserved them quite well; shipping one back and forth would significantly lower the value since the book is bound to get banged up.

“Demand immediate action”, Success Secrets of the Online Marketing Superstars, pg 54. BUY IT NOW! Yes now, why go through the hassle of watching an item, waiting until the very last day it’s up for grabs to start a bidding war with someone in Iowa? Why not just buy it now and pay the super low $3.00 (handling is completely gratis). In retrospect, for the amount of time I spent looking at other bookseller’s listings, I probably should have used that line in my sales copy.

“Make it absolutely clear what they need to do next”, Success Secrets of the Online Marketing Superstars, pg 54. After I assured the buyer of my belief in customer satisfaction, I should have reiterated their need to buy my book right then and there. Sure, it’s $20, but I know for a fact that book was lovingly read with the utmost respect for the quality of the pages and the beauty of the story, much better.

Myspace Project

My myspace is meant to be a reflection of my work in the hopes of promoting who I am and what I do. It is lacking significantly. The url is http://www.myspace.com/minnieenterprises. I have yet to master the trick of making a myspace page fabulous. Since their upgrade to 2.0, making your designs work is no easy thing. Unfortuantely, my sole focus was on the design of the page until I saw my deadline staring me in the face.

“You must have a consistent message”, Success Secrets of the Online Marketing Superstars, pg 35. What this means is consistency across the web and in print, this is what I’ve been struggling with. As a designer, I’m constantly trying to reinvent the wheel, the logo isn’t sharp enough, that sort of thing. I need to commit to a design, my brand and stick to it.

“Your headline has to reach out and grab people”, Success Secrets of the Online Marketing Superstars, pg. 43. My myspace needs a sharp headline, not the standard, run of the mill Minnie Rodriguez is in your network. A weak headline can completely disconnect you from your end user, on or offline. Myspace is no different, though most people playing on myspace are playing, let’s be honest. It is however, another means to network and build links and I must make amends even if my design isn’t the very greatest.

“Use color sparingly”, Success Secrets of the Online Marketing Superstars, pg 43. In this respect, I am sparing the eyes of the reader. Creating any page with a mess of colors will usually shoo people away rather than attracting them to you. As a web designer, I comb the internet all the time for tips, tutorials, inspiration and especially what not to do. Using color like a spastic kindergardener is something you should never, ever do. Having said that, most peoples myspaces drive me crazy with their glitter graphics and garish font choices, my goodness, why can’t it be a little more like Facebook, a consistent designer across everyone’s page, in plain black text that is easy on the eyes?

Overall, I am obliged to make my myspace up to myself so that I can promote my services and expertise to the poor masses with bad taste in layout and graphics.