Erik Stafford and Carlos Fernandes: Inside Agency Success

Erik Stafford and Carlos Fernandes: Inside Agency Success

Erik Stafford

Erik Stafford

Erik Stafford is the owner of Stafford Marketing and you’ve probably seen his work in mainstream magazines and newspapers, in the print and television campaigns of large corporations, on successful entrepreneurs’ websites, and in the work of hundreds of marketers who’ve used my design and copy tactics to boost their own sales.

He comes from an advertising and design background and have won numerous awards over the past fifteen years, including several AAF-ADDY Awards. He has worked with a wide range of companies around the globe as Creative Director at ISOOSI Innovative Marketing Studio.

Carlos Fernandes

Carlos Fernandes

Carlos Fernandes is the Founder and CEO of ISOOSI. He believes firmly that their success is pinned on the success of their clients and with that work ethic has molded the company into an academy of excellence and a haven for creative thinking.

He has successfully built several businesses (from concept through to sale) and his entrepreneurial talent and creative flare have led him to be acknowledged in the UK, the Caribbean and North America as an inspired and resourceful business leader.

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Be Unreasonable for Business Success with Paul Lemberg

Be Unreasonable for Business Success with Paul Lemberg

paul lemberg

Paul Lemberg

How can small business owners become wealthy? Paul Lemberg knows, and part of his advice is to Be Unreasonable — which is also the title of one of his bestselling books.

Paul Lemberg has worked directly with the owners of around 150 “small businesses” from North and South America, Europe and Asia. He has coached and advised them to achieve greater success, double and triple their profits, and sometimes grow their companies more than tenfold.

BeUnreasonableBut he has worked big companies too, including executives from dozens of Fortune-100 companies like Cisco, Goldman Sachs, Accenture, Adobe Software, Mass Mutual, and JP Morgan/Chase.

He was one of the world’s first business coaches, has authored three books, and his work has been featured in over eighty magazines and publications including the New York Times, the Los Angeles Times, and Bottom Line Personal. He has also appeared on TV shows like Good Morning America, CNN, Financial News Network, and dozens of national radio programs.

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How Do You Calculate ROI?

How do you calculate ROI (return on investment) for social media marketing?

Start by understanding the process, and knowing your goals

How to Calculate ROI

How to Calculate ROI

How Should You Calculate ROI?

Marketing is increasingly metrics-driven. This has been a terrific evolution for our profession because it enables us to sit at the C-suite table with equal legitimacy and credibility, not to mention the fact that we operate far more efficiently than before. Enterprise executives love anything that demonstrates achievement in concrete terms. But the discussion of which metrics to use, how to define them and when to use them is far from finished.

Marketing return on investment (marketing ROI), otherwise known as return on marketing investment (ROMI), seems like a straightforward concept that borrows from our ethren in finance. But if you peel this onion you’ll uncover a raft of questions that marketers frequently struggle with. For example:

We’re not going to play Solomon and make those choices for you, but we do want you to consider what goes into those numbers and how you should represent them to your peers in the C-suite. Sometimes you will be ordered by non-marketers to assemble those numbers in a particular way, and your options will be limited or nonexistent. In other companies, no one will have a clue. But whatever you do, transparency is your best ally. Spend plenty of time explaining your underlying assumptions and soliciting feedback.

Our own working definition is this: Take the revenue attributable to marketing efforts and divide it by marketing spend, which includes the costs associated with advertising and effort. We obviously want positive results greater than 1.

Another distinction to keep in mind: The investment portion of the calculation is not investment as we understand it in other business functions (plants, inventories, etc.).Unless marketing is buying some kind of durable infrastructure, everything is expensed. But here’s what is most important: Marketing expenditures should be understood as risk. For some people, this may be a distinction without a difference. In reality this implies that past experiences are more important for marketing decisions than it is for other functions. As an aside: The nature of risk and managing it appropriately are topics that are not well-understood by most people. This can make the discussion even more difficult.

In March, 2012 the Columbia Business School Center on Global Brand Leadership and the New York American Marketing Association undertook a study of 243 marketing executives to understand if and how they use ROI measures for budgeting. The study found that 57% do not use ROI in their budgeting process. Instead, 68% base their decisions on historical spending and 28% “go with their gut”.7% don’t use anything (except, perhaps, avado).

We are not surprised by these numbers. But there’s no one to blame. Marketing measurement science (for lack of a better term) is still in its infancy, even though we speak frequently about being “metrics-driven” and the evolution of our thinking over the last decade or two. There are lots of good ideas out there, but our profession has a long way to go before we reach even a modicum of standardization. The chaos notwithstanding, you still need to emace ROI calculations to show your bosses and peers that you are taking seriously the need to demonstrate marketing’s value to the enterprise.

5 Tools Send Marketing Opportunities to Your Inbox

Once I got my email inbox organized, I found that it’s the best place to get regular information and marketing opportunities.

I’m now adding tools like the ones show here and each day find marketing opportunities coming to me.

Marketing Opporunites Sent to Your Inbox

Are you tired of checking multiple analytics accounts, social networks, ranking monitors, and other tools on a daily basis? Whether you are a small business owner trying to run your business, a marketer managing several client accounts, or anyone looking to increase efficiency and productivity, you will want to try out the following tools that…

Are you tired of checking multiple analytics accounts, social networks, ranking monitors, and other tools on a daily basis? Whether you are a small business owner trying to run your business, a marketer managing several client accounts, or anyone looking to increase efficiency and productivity, you will want to try out the following tools that will deliver your online marketing updates straight to your inbox.

One of the easiest ways to monitor mentions across the web for your business, your clients, or your competitors is by setting up alerts. Google Alerts will send you email whenever a new page on the web with the keywords you are monitoring appears.

Talkwalker Alerts is a similar service if you would rather use something other than Google, considering Google’s history of shutting down their products. While Google hasn’t announced the end of Google Alerts, they are shutting down Google Reader, a product that was tied directly into Google Alerts RSS subscription options.

Whether you are managing one website or multiple websites, yourself or your clients, it’s tough to keep up with all of the new followers, friends, updates, mentions, etc. across multiple social media accounts along with your analytics. connects all of your social media information and analytics in one place. Best of all, you’ll receive a daily email with a summary of all your activity. This includes your new Twitter followers (along with their bios), Twitter mentions, LinkedIn connections, LinkedIn company page and group activity, Google+ activity, Klout, YouTube activity, and Google Analytics.

People who sell through Shopify, Ebay, and Etsy can also connect to those accounts to monitor their sales activity. Everything is organized by project, which makes it easy to manage multiple websites and related accounts. When you log in to your tool, you will get even more details about all of your account activity in individual reports and summarized in a graph so you can see if a spike in Twitter activity also results in a spike in website traffic.

There are certain types of activity that you might want to get notified about immediately, such as activity on your Facebook page. A part of beating the EdgeRank algorithm is to encourage engagement, and the faster you respond to comments on your wall posts or pages, the more discussion will happen.

AgoraPulse is a Facebook CRM tool that allows you to monitor your Facebook page analytics, updates, and competitors. They send you emails in real time when your Facebook page receives a new post, comment, or other update.

Getting immediate updates can also help you respond to reputation management issues, such as negative comments, as quickly as possible to diffuse a bad situation. It can also help you monitor your Facebook pages for spam comments and have those removed (and the users banned).

Best Selling Authors Train Las Vegas Business Owners On Internet Marketing

On April 17th, Warren Whitlock will present a "lunch and learn" training for Las Vegas business owners with web marketing authority Brian Williams.

The workshop (which includes catered lunch), "Three Steps Any Las Vegas Business Can Easily Implement to Guarantee New Customers and Get Existing Customers to Buy More Often" is geared toward the business owner who knows that the Internet, social media, search engines and mobile devices and changing how business is done but leery of the way new technologies are preached as "cure-all’s."

According to Brian Williams,

"The goals of business have not changed. We want more customers, and more business from existing customers. Once we peal away the mumbo jumbo and tech jargon, there are some real tools that any business can use to grow in this economy."

Williams mission is getting real business results from new technology. His short seminar was designed to help business owners learn how to evaluate vendors and marketing programs so that businesses can focus on delivering their valuable service rather than needing to become a marketing expert.

The "Lunch and Learn" event is limited to 20 Las Vegas business owners. Tickets are available online at, or by calling 702-582-9366.


"Lunch and Lean" seminars are produced by Warren Whitlock, social media marketing strategist and best selling author of Profitable Social Media: Business Results Without Playing Games to bring new ideas and profitable strategies to our fellow Las Vegas business owners. Whitlock is the host of "Social Media Radio" and is presenting a these events to train business owners strategies to profit.