Reports will provide a list of tracked conversions and the impressions and the clicks that led to each. As more dollars are pushed into social media, marketers feel increased pressure to demonstrate ROI.

Most companies who use social media look at determining value by brand valuation and not generating direct revenue. They don’t look at social media as the sales channel, but rather building brand recognition through fans. This new tool may change that in the future.

• Consulting Services
Results-driven and accountable, our online marketing consultants specialize in developing a deep understanding of your online business objectives. We can either provide strategy and guidance or follow up with a cohesive implementation plan.

• Web Site Analysis & Strategy
We develop relevant Internet strategies and track them with an analysis package (which we also install if clients don’t have one). We believe the most effective success criteria encompass a call to action, look and feel, navigational flow and sites optimized for search engines. We also conduct in-depth analysis of the competitive landscape, their strengths and weaknesses, to help our clients make smart business decisions.

• Web Design
Research shows potential customers decide within the first few seconds on whether or not to leave a web site. So we know the importance of first impressions. Specializing in web design and e-commerce development, we have planned, created and launched hundreds of successful web sites for businesses in a variety of industries around the world. We believe a successful site design includes calls-to-action that guide the visitor to the logical path we provide.

• Flash Animation
With ever expanding bandwidth these days, web animation has dramatically increased. Embedded video compression now allows you to integrate video with cell animation for compelling story-telling capabilities. We’ve used flash to add a finishing touch to a great design, create a high impact presentation, even an entire web site, and repurposed it for trade shows and PowerPoint presentations. With more than 20 years experience, (starting with Adobe Flash’s predecessor Macromedia Director) we can animate in flash and program in flash language, action script and integrate Flash video files.

• Online Video
For more than 20 years, we’ve delivered the widest range of quality video productions: online, DVD and CD-ROM. We produce videos from concept to completion with a full range of services from scriptwriting to online video distribution. We have won numerous awards including Clios, Addys, Tellys, Mobius and BMAs – as well as an Academy Award documentary nomination – for video production, online videos and DVDs.
 
• Search Engine Optimization
Sexton & Co. is Denver’s leading SEO provider. We deliver full-service search engine optimization, content development, link building, keyword research, PPC campaign optimization, landing page visibility, and blog setup. Our proven techniques structure your site for maximum search engine effectiveness. While no one can guarantee a top search engine ranking, we can increase your site’s relevance and visibility through enhanced web design and strategic content creation. Our SEO and positioning strategies have delivered significant financial success for our clients with more leads, sales and enhanced brand exposure.

• Search Engine Marketing
The long-term success of an online marketing campaign greatly depends on how well your site is networked within your online community. This can be achieved with an effective Search Engine Marketing (SEM) campaign. We develop business-building SEM campaigns comprised of organic and paid advertising programs to reach prospective customers. We utilize bleeding-edge, “white hat” techniques to create all-inclusive campaigns that focus on accessibility, relevancy and popularity. We also provide tracking and reporting to measure and demonstrate your ROI.

• Social Media Marketing 
Sexton & Co. has been on the forefront of social media marketing. We don’t just look at social media marketing as a presence — but as a purpose. We look at developing a social media marketing program as an extension of your company’s branding and marketing efforts. It often allows the personality of the company to come through all of the clutter of today’s advertising and allows customers a better understanding of the ocmpany they are working with.

• Lead Generation
Our lead generation service is the foundation of our online marketing campaigns. These carefully measured programs keep sales funnels full, giving our clients a competitive edge to grow and prosper. Minimizing cost per lead and cost per sale are the main components. Since a low-cost lead is only of genuine value if it’s converted into a sale, we integrate CRM and contact management systems to generate reports on ROI, track offline sales and revenues from online marketing campaigns. These elements enable you to manage an online marketing infrastructure that delivers long-term value and equity. Social Media is often used as a lead generation tool. We can either develop the online presence, train the individual in how to develop their own presence and train the individual how to generate their own leads, or we do it for them as an outsourced service.

• Pay Per Click (PPC)
PPC is one of the fastest, most effective ways to advertise online today – and to locate prospective customers at an astounding rate. Unlike other online marketing, it only takes PPC a few days exposure to result in sales. It precisely target markets your web site by thrusting your business name to the forefront of the most popular keyword searches. The more specific your key words are, the better chance your ideal customer will visit your site – and the less you’ll have to pay. For PPC to be truly effective, your site/landing page must be slanted towards sales to best determine cost per visit, cost per lead and cost per sale. In addition you need a strong Customer Relationship Management program to manage your sales funnel. Landing pages that are custom designed with relevant key search words are also critical drivers.

• Email Marketing
We create email marketing campaigns with tracking of their success. From development of opt in sign up programs online to integrating your current CRM programs databases, the key is adherence to the CAN SPAM legislation to preclude issues with customers.

• Tracking
Real-time tracking of click and conversion results from SEO, SEM, email, paid search, and online media campaigns are essential to online marketing success. Tracking can deliver huge savings by minimizing costs on non-performing click-throughs and placements.  By focusing costs on successful components, we also boost ROI. Our technology provides easy-to-use tracking reports that display key results. Prepared by a dedicated team of analysts, the reports provide results-driven web content recommendations. Since the web changes constantly, our marketing strategy plan is a living document with real-time analysis to make results-driven changes. Typically we develop a baseline report as a metric to measure online marketing programs. When key components are completed, we also develop reference points to measure their success. The recipe for long-term success is to track, analyze, modify and do it over and over and over again.

Give us a call at 303-246-0366 or email us and find out what we can do for you.

Agilent Technologies, United States Air Force, American Forces Information Service, American Water Works, Atlas One Point, AOL, Avaya, Baylor University, Burnsley Hotel, The Cable Center, CAPCO, Castle Rock Industries, Cobe Cardiovascular, Colorado Film and Video Association, Colorado National Guard, Colorado Park Service, Colorado School of Mines, Colorado Student Loans, Community Bankshares, Community College of Aurora, Department of Defense, DirecTV, Ebook, Echostar, Education Technology Training Center, Emily Griffith Center, Florida State University, Frontier Airlines, FrontierVision, Grease Monkey Intl., Great West Life, Hewlett-Packard, Jackson National Life Insurance, Ice-O-Matic, Information Management Research (IMR), Innovest, Lucent Technologies, MacDonald Hardwoods, Metlife, National Renewable Energy Laboratory, Navigant, NCTI – National Cable Telecommunications Institute, nCUBE, Nokia, Redfeather Snowshoes, Regal Cinemedia, Republic Financial, Rheem Team, Sanborn, Seagate Technologies, Sonic Solutions, SourceGas, StorageTek, Sun Microsystems, Trico, University Hospital, U.S. Geological Survey, Vactron, VECO, Veterans Administration, Viawest, and Westwood College

When customers start up any internet marketing campaign they are always looking for Return on Investment (ROI). ROI is often an elusive item for traditional advertising (radio, tv, magazines, newspapers and billboards) and is often measured in impressions per thousand.  Internet marketing in contrast to traditional can not only measure impressions but also clicks, what pages were viewed, for how long, etc.

The breakdown that occurs many times in measuring online Pay-Per-Click campaigns  is more of a breakdown of the implementation of the call to action. Sure if you are selling a widget — you can do a pay pal or credit card purchase and immediately track results. But what if you are selling basement remodeling or kitchen remodeling services?  These services by their very nature are consultative sales. People will often initiate a phone call or an email to initiate the dialogue process once they have found you online. In this regard, one should consider the following to track where these web leads initiated.

1. Create a unique phone number for people to call

2. Create a unique phone extension for people to call

3. Create a unique email address for people to send email to

4. Set up your client management system to track the leads from your web sources

5. If you run different internet marketing campaigns you can develop different landing pages with different information to measure effectiveness.

For more information, check out Denver Internet Marketing.

I have taught several interns over the years and every single one of them were rapidly employed upon graduation — based upon their hands on knowledge of online marketing. Most of them did not have any formal design or programming experience and were lacking in rudimentary HTML skills.

If someone knows of a formal online marketing training program in use at a university, college or trade school now — please let me know.

 If you would like to see more examples please go to http://www.sextonmarketing.com/Denver-internet-marketing-portfolio4.html

Jerry Sexton, CBC

— Career Highlights —

Owner, Sexton & Co., Denver, CO – 2009 to Present
Created a virtual online marketing agency to develop innovative solutions for B2B and B2C companies and to provide online marketing consulting services.
• Online marketing program for a major university resulted in over 5900 more freshman applications being submitted, than the year before, for the same time frame.
• Developed email marketing portal for opt-in registration of customers for PRO Hardware’s 400+ individual stores and implementation of their national direct email campaign.

President and former Director, Interactive Strategy, PGM Integrated, Denver, CO – 2004 to 2009
Responsible for development and implementation of integrated marketing strategies for an in-house four billion dollar national retail hardware group, PRO Hardware, and third party clients to include Atlas OnePoint, Avnet, Grease Monkey, NextAction, VECO, WellDyneRX and a host of others.
• Assumed management of a Denver, CO top ten ad agency and in the first year increased profits by 1524%, and exceeded the previous three year’s combined profits.
• In the second year increased sales by 400%, doubled the size of the company and expanded services to include video production, public relations and search engine marketing.
• Managed online marketing campaigns for national retail stores, universities and non-profits.
• Implemented nationwide rebranding campaigns for PRO Hardware and SourceGas.
• Created proprietary content management systems, integrating web design and programming, to facilitate rapid web site development and online marketing via search engine optimization.
• New business development secured government and large corporate annual service requirements contracts developing long term contract vehicles for future projects.
• Received national and regional awards for web sites, video productions, online animations and marketing campaigns.

CEO, Co-Owner, Digital Metropolis, Inc., Denver, CO – 1996 to 2004
Developed the company from conceptual idea into the premier interactive agency for the Rocky Mountain region. Agency provided CD-ROM, DVD, video (online and traditional), web and print products for sales, marketing and training applications for Fortune 500 companies worldwide. Clients included: AT&T, Agilent Technologies, Colorado School of Mines, Florida State University, Hewlett-Packard, MetLife, Redfeather Snowshoes, the Department of Defense and a host of others.
• Company profitable in the first quarter.
• Won numerous national and local marketing awards for creativity, functionality and design.
• Four producers selected by AV Video and Multimedia Producer Magazine as the Top 100 multimedia producers in the Nation.
• Developed and implemented broadcast email operations to support corporate clients marketing efforts: GE Access, MetLife and others. Monthly hits to web sites generated by some of these campaigns were increased by over 2,000 percent. Automated procedures allowed client’s resellers to send out email campaigns to their own client lists.
• Created highly efficient Intranet office productivity web sites allowing clients to manage projects, track hours and monitor project costs within budgets programmed.
• Innovative database delivered, online training programs for clients such as Agilent, AT&T, Avaya, Lucent, Frontier Airlines and Hewlett-Packard thereby increasing productivity, decreasing training time by as much as 40% and eliminating all travel costs.

Director of Operations, Media Lab, Inc., Louisville, CO – 1995 to 1996
Managed all production and training resources for the largest multimedia production house in the Rocky Mountain region.
• Implemented comprehensive procedures to standardize production, developing in-house training, improving customer satisfaction and increasing profitability.
• Financials used for venture capital funding of MatchLogic, a database marketing company.

Director, Technical Training Center, Laurel, MD and Denver, CO – 1991 to 1995
Managed all training for the Department of Defense for video production, graphics, video maintenance, photo and electronic imaging for over 1400 students each year, managing a $2 million dollar annual budget, $10 million in equipment and a staff of 150.
• Designed a state-of-the-art facility specializing in interactive training. Possess a thorough understanding of the technology integration issues associated with client sever systems, nonlinear video editing, streaming media, digital imaging, multimedia presentations and MPEG-2 satellite transmission of broadcast material. ($36 million, 232,000 sq. ft. facility)
• Directed the acquisition and installation of $6 million of hardware and software for digital imaging, nonlinear video editing, television maintenance and computer graphics. Implemented computer based training (CBT) electronics fundamentals course and directed in-house desktop publishing procedures. Organization saved $240,000 per year and reduced instruction time by 40% with greater student comprehension.
• Coordinated the move of all equipment and personnel from Denver, CO to a new facility in Maryland with no loss in training despite a 30% shortfall in personnel.
• Consolidated four separate government entities into one cohesive organization providing more responsive training to field requirements. Established all operational procedures for the new training command, training of new instructors and modernized all courses.

Executive Producer, Audiovisual Production Facility, Honolulu, HI – 1987 to 1990
Managed 175 military, civilian and foreign nationals in five different countries, operating over $4 million in equipment throughout the Pacific and Antarctic regions.
• Spearheaded the worldwide conversion of all Air Force photographic laboratories, graphic shops and conference rooms to electronic systems using digital imaging, display technology and multimedia computing. Partnered with major hardware and software manufacturers in concept implementation. This program installed at over 100 locations throughout the world saving over 560 personnel slots and $14.6 million annually.
• Team leader in coordinating private industry to develop compression standards and procedures for digitizing and transmitting Department of Defense still and motion media imagery for worldwide on-line access and for use in command briefing centers.

Instructor, University of Hawaii, Honolulu, HI – 1988 to 1990
First instructor to develop and teach advance college level video production courses for new degree granting program. Program served as the foundation for public access and satellite broadcast of college course material to all of the Hawaiian Islands.

Manager, Audiovisual Production Facility, San Bernardino, CA – 1984 to 1987
Managed the largest federal government audiovisual production facility overseeing a $10 million annual services contract. Ensured quality control for motion picture production, film processing, and video documentary crews working around the world and motion media historical archives.
• Managed 400+ Federal employees over the hurdles of technology insertion and staff and budget reductions. Created a more responsive capability with significantly reduced resources.
• Documentary producer for projects all over the world documenting Department of Defense activities in conflicts, humanitarian support and contingency operations. One documentary project was nominated for an Academy Award.

Public Relations, Office of the Secretary of Defense, Washington D.C. – 1981 to 1984
Responsible for international and national news media queries for a cabinet level appointee and developing policy for audio visual production for the Department of Defense.
• Produced several award winning nationally televised commercials.
• Oversight of all Department of Defense production facilities identified several hundred thousand dollars in misreported, dual reported or misappropriated funds.

— Other —
Colorado Film and Video Association, Vice President
Air Force Advance Television Technology Committee
University of Colorado, Platt College, and Community College of Denver Advisory Councils
Instructor, Computer Information Systems Masters Degree Program, Denver University

— Education —
M.S., Public Relations, American University, Washington D.C.
M.S. equivalent, Foreign Policy/National Affairs, Air Command Staff College, Montgomery, AL
B.S., Mass Communications, Florida State University, Tallahassee, FL
CBC, Certified Business Communicator, Business Marketing Association
Google Adwords Certified