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Video: Shane Sparks on Testing Your Way to the Truth

Check out this short (4:25 minute) video of Shane Sparks sharing some pearls of marketing wisdom at the 11th Annual Pacific Institute’s Best Practices and Business Conference in April 2014.

Shane discusses how fundamental your product offering is and the consequences of giving marketing to 3rd parties. Marketing is about “testing your way to the truth”, Shane shows some neat examples of split testing, including a 20% improvement conversion rate just by changing the color of a button on a call-to-action form.

The Agency Now Owns My Business? WHAT!?!

Recently a school owner approached us asking for strategic advice about Internet Marketing. I mentioned the usual key points; the Internet is not going away, your ranking on search engines is super valuable like owning real estate; never ever let third parties own ‘your’ online real estate, etc…

I asked him who owns the URLs of his websites, his Google Adwords account and his Facebook account. He didn’t know. He trusted the marketing company implicitly to look after his best interests.

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How School Marketing Is Just Like Real Estate

Back in the day, the industrial age chugged along and real estate was the foundation in which market share and wealth was built. Factories, warehouses, roads and store fronts were mechanisms for commerce. Those who owned the real estate controlled the wealth. Does McDonalds make more money selling hamburgers or through their real estate empire? What was drilled into our heads in Business School is Real Estate is the foundation investment for all millionaires, blah, blah…  You get the picture.

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[Audio & Notes] Online Lead Generation Conference Call

“Online Lead Generation Improvements that you can use”
An audio recording and notes as presented from our Conference Call
Presented on Sept 29th, 2011 by Gregg Meiklejohn and Shane Sparks of Enrollment Resources Inc.

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