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Control Mouse Media

The Digital Representation of You

Course Content

Course Content

Making the Sale: Online Store Strategy 201

Your online store is the last and most important point in the customer’s journey. In the first episode of this 3-part mini-series, I cover how to set up your store site, optimize product pages, and gather the data you need to make smart strategic adjustments.

When to Use Facebook Ads: Social Strategy 201

There are two cases where it really makes sense to run a Facebook Ad. But it cannot be a standalone strategy. Let’s look at what needs to be set up before you start running ads or boosting posts, so that you don’t spend your money on useless “eyeballs.”

Small Groups vs. Large Followings: Social Strategy 201

In Episode 168, I question the concept of getting a large social media following. Large numbers of “eyeballs” often don’t do us much good compared to the tight connections of smaller groups to cultivate an ardent community of supporters.

Measurement and Iteration: Social Strategy 201

By treating our marketing efforts like an experiment, we can set metrics, collect data, analyze the results, and then make the necessary adjustments. Episode 166 is about how to put a simple plan in action to get better results from your social campaigns.

Rethinking Our Social Media Interactions: Social Strategy 201

The algorithms are working against us now. Episode 165 offers two strategies to adapt to the new, more restrictive world of social media marketing: How to do an end-run around the algorithms, and three steps to lean into what is still the best part of social.

Social Is Not What It Used to Be: Social Strategy 201

The glory days of social are over. Free organic reach is a thing of the past. What used to work is no longer effective. So, are there still ways for us to use social media to build relationships with an audience without having to pay-to-play? Of course there are.

Optimizing for Search: Blog Strategy 201

Each post you publish is an opportunity to get found by a future customer. Let Google help you. Optimizing for search is one of the best things you can do for your business blog, and it should only take an extra 5-10 minutes for each post. Episode 151 goes step-by-step through my SEO Treatment Plan.

Creating a Pathway to Purchase: Web Strategy 201

What happens when a visitor arrives at your site? Do you have a pathway set up to guide them from that first visit through dozens of points of contact until they become a customer? If this isn’t all set up in advance – Web, blog, social, email, and online store – there’s little point in getting traffic to your site.

Beyond Getting Traffic: Web Strategy 201

We are obsessed with getting traffic to our websites. I want to challenge that concept, because let’s face it – random traffic doesn’t do that much for you. Web Strategy 201 is getting beyond just “traffic” as a goal and making your site much more active in the sales process.