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  • Our New Website

    Our New Website

    Our New Website

    Development

    Not unlike other agencies, we prioritize client projects — website redesigns, promotional videos, banner ads, etc. — over internal ones. There are deadlines, copy changes, last-minute requests, and many other tasks that pop up. As a result, our website was put on the back burner, and was overdue for a redesign. A site should be updated every two to three years, and we were well past that time period. With that in mind, we set out to refine, condense, and streamline the content of our website.

    Read on to learn more about our process and journey from concept to launch.

    Design and Production

    The first step was to choose a theme, or the overall look of the site. This includes the homepage, sub or interior pages, contact forms, color scheme, and other components. Our talented creative team kept those things in mind while considering UX and UI. We also needed to account for SEO and mobile/tablet friendliness.

    We build all of our websites in WordPress, as for the most part, it meet the overall needs of business websites. From functionality to user friendliness, WordPress is unmatched by any other CMS (content management system).

    Mobile Web Design

    Launch

    Before and after launch, the new site went through a rigorous QA process to ensure there were no errors such as 404 errors (broken pages), missing meta data (bad for SEO), usability issues on tablet or mobile, contact forms were functioning, and that the site worked properly in general.

    There’s nothing worse than launching a new website only to learn there are issues with it. Even minor things like social links working (and opening in a new tab), external links functioning, etc., are important. To avoid those situations, we take pre-launch and post launch quality control measures very seriously.

    Do You Need a New Site?

    Are you due for a new site? If you look at website, and the impression you get is that it’s a bit dated, or doesn’t work so well, then the answer is yes.

    Ask yourself these questions:

    1. Does my site look good and work well on a smartphone or tablet?
    2. Is my site easy to use and navigate?
    3. If I was a client, and needed a quote, or other information, could I find it?
    4. Does my site look as good or better than my competitors?
    5. Do I receive as many leads as I would like?
    6. Does my site have good content?

    If you answered “no” to at least one or two of these questions, you might be due for a new website. And it doesn’t have to be a protracted and costly endeavor. We do our best to produce quality results in a timely manner at an affordable price.

    Get Started Today

    We have over 23 years’ experience in all things marketing, and would be happy to provide you with a FREE evaluation and consultation. You have nothing to lose and everything to gain. At a minimum, you’ll walk away with a better understanding of how you can improve your website and drum up new business.

    Please contact us by calling 305-593-7488 or shooting us an email.

  • How Can Remarketing Help Your Business?

    How Can Remarketing Help Your Business?

    remarketing

    Remarketing

    Digital remarketing, also known as retargeting, can be one of the most underrated marketing channels in the digital arsenal. This usually happens because remarketing ads contact customers in the middle or end of the funnel, while most analytics tools focus on first or last-click attribution.

    The best metaphor we’ve heard is that your remarketing campaign is your relief pitcher. It doesn’t get the shine that the starters get, and it doesn’t get the wins of closers, but without it, you’re going to lose the game. Here’s why you should value your remarketing ads and other “relief pitchers” in your marketing strategy.

    Remarketing: The Basics

    Remarketing is based on the concept that someone is already familiar with your name, brand, or website, but something keeps them from purchasing. This can occur because you sell higher-ticketed items or services that require a lot of research before buying, or because the customer got distracted before they can buy.

    Remarketing ads are shown to customers who have browsed your site (generally in the past 30 days, but sometimes longer) in hopes of bringing them back to your site. They assist in keeping your name top-of-mind and closing if an email or phone call distracted them from the original sale.

    These ads are very effective because they can follow the user across channels and even across devices. They keep your messaging and services in the forefront of the consumer throughout their buyer’s journey, which is an incredibly powerful tool for any company that needs leads and conversions.

    Remarketing: How Does it Work?

    How does remarketing actually work? This is the question most often asked by clients and customers alike. The answer can be found in the browser cookies.

    When you visit a site that has remarketing enabled, if only for a few seconds before you bounce, a small piece of code is executed and drops a “cookie” on your browser. This lets different remarketing providers, like Google, Facebook, and AdRoll know when to show a generic ad or a specific remarketing ad.

    Depending on your industry, you can utilize a basic form of remarketing ads to keep your name top-of-mind, or you can get more advanced based on customer interest. Some companies, like local service providers, create a special offer in their ads to bring visitors back. An HVAC company might offer a free unit check or repair guide in their remarketing to convince people to call. Many retail sites will actually show the items that the customer browsed and others that they might like. This is based on the belief that the customer really did want to buy that cute dress, but they couldn’t at the moment.

    The cookies tend to live on the browser for 15-30 days depending on the business. During this time, companies can make the offer richer if they don’t think they’re going to get a conversion. The HVAC company might advertise the free unit check for the first five days, and then promote a 15% off discount for the back ten.

    Remarketing: The Benefits

    Let’s say you develop a marketing campaign that brings 5,000 more people to your website in a month. If you generate leads from 5% of them — which is a reasonable amount — then you’ve lost 4,750 of those additional site visitors. Remarketing helps bring them back. For context, customers are ten times more likely to click on a targeted display ad over a regular display ad and have a 50-60% higher conversion rate than normal.

    It can cost a few pennies to bring someone back to your site through remarketing but costs a few dollars to bring someone there for the first time. If you can constantly get your message in front of prospects that already have shown an interest in your brand, then your overall CPA will drop significantly.

    Depending on your existing channels, you might want to be on multiple remarketing platforms or just one. Companies with a robust social presence would benefit from Facebook remarketing, while others with a well-managed paid search budget can use Google’s expansive network. Both of these audiences will behave differently, but the results can be significant when knowledgeable professionals manage your campaigns.

    Figment Design provides expertise in running and optimizing remarketing campaigns to increase conversion rates and generate local leads for your business. For clients with one of our Internet marketing plans, our performance marketing and social consulting teams specialize in creating local remarketing solutions for local businesses just like yours.

  • Understanding Referral Programs

    Understanding Referral Programs

    Referral Programs

    Referral Programs

    Customer referrals are vital in the marketing world. According to Nielsen, potential customers trust recommendations made by friends and family 92 percent of the time. And yet with this strong statistic few companies are actively harnessing the power of the referral.

    When online and offline marketing and advertising tactics are combined, these word-of-mouth referrals can have a significant impact on your sales. The first step, in achieving this, is getting your referral program off the ground, and here’s how to get started.

    Referral Marketing 101: The Basics

    A referral program incentivizes existing customers to attract new customers into the business. Offering an incentive is critical because only studies show 29 percent of customers who have a positive experience with a business end up recommending it to others.

    The incentive doesn’t need to be monetary; in fact, the University of Chicago found that referral programs based on non-monetary incentives are found to be 24 percent more effective. For instance, your incentives can offer free merchandise, gifts, or free or discounted services.

    The size of the reward is fairly inconsequential. The American Marketing Association reports that while rewards increase the likelihood of referrals, the size doesn’t actually matter. This would suggest that “firms need to choose the reward size carefully and compute the expected incremental sales revenue compared to the cost of alternative reward programs.”

    How effective is a Referral Program?

    Marketing by word of mouth works because existing customers have credibility and perceived objectivity that companies will never have. But how effective are referral programs as a means of referral marketing?

    A 2011 academic study published in the Journal of Marketing shows that referral programs are incredibly lucrative. Philip Schmitt and two of his colleagues studied 10,000 accounts of a major German bank for three years. The results of the study confirmed the profitability of referral programs. Customers brought in through the referral program produced higher profit margins, showed more loyalty, versus those acquired through conventional channels.

    Is a Referral Program Right for Your Business?

    A referral program could work for you, no matter what your industry. Some detractors point to the risk that opportunistic customers will exploit referral programs, generating bogus leads solely for the program’s incentives. While this is certainly a risk, the Journal of Marketing study showed how a referral program’s benefits can outweigh its potential unfavorable effects.

    Additionally, even a modest marketing budget can support a referral program. The attractiveness of referral marketing is that it requires very little effort and almost no cost. The rewards given to referring customers are a small compared to the returns on customers acquired without any marketing effort on your company’s part.

    How to Find the Right Referral Marketing Software for Your Program

    There are many different types of referral programs that can be implemented to help manage your referral program. The best online referral software solutions are easy to set up and loaded with features for managing the referral program and delivery of notifications, capturing referral lead data, and managing the rewards for a low monthly fee. Here are a few examples of referral marketing software solutions:

    • ReferralCandy ($25/month): This app works by generating post-purchase coupon codes for your customers to share with their friends. When their friends purchase from you, the referring customer gets their reward. Reviewers cite the platform’s e-commerce readiness and social media integration features.
    • Ambassador ($99/month): This referral software is characterized by its robust and highly customizable Referral Dashboard and Campaign Builder features. Advocates (known as “ambassadors”) are provided with unique sharing links, and reward notifications are managed via email triggers.
    • Referral SaaSquatch ($99/month): This app has quick set-up options, double-sided incentives, a customizable referral widget, and a single sign-on interface. The referral management system is fully automated with reward options that can be customized.

    Before deciding on the software, make sure to determine your specific needs and do your research. Finding the right software platform can make all the difference.

    Converting Loyal Customers into Brand Advocates

    A referral program takes the word-of-mouth endorsement one step further by giving customers an incentive to share their positive experiences. Not only do referral programs succeed in acquiring new customers, they also bring in customers who are more loyal and more profitable.

    At Figment Design, we know how to get the most out of your local marketing efforts. Our holistic, turnkey marketing and advertising programs are designed to transform loyal customers into brand advocates, thereby helping to generate more of those oh-so-precious referrals. Let us help you take care of marketing your business so you can get back to running it.

  • Radio Spot Length: Which is Right for Your Business?

    Radio Spot Length: Which is Right for Your Business?

    Radio Spot Length

    Do I go with a 30-second spot or a 60-second spot?

    That is the question you ask if you’re a business considering radio advertising as an option.

    Trying to determine the right length of creative when it comes to a radio spot can be a difficult choice. Do you go with a longer spot that may have more initial impact, or do you use a shorter spot that will give you more airplay? There are definitely pros and cons to each.

    The 30-Second Radio Spot: The Pros and Cons

    So you’ve decided to go with a 30-second spot. Good choice! You’ll get much more airplay with a shorter spot. A well-known principle of advertising is that frequency works.

    There’s a rule in TV and radio advertising called “The Rule of 3s.” People generally retain information more readily if they’re exposed to it at least three times. That’s why you may hear phones numbers or URLs being repeated a few times in a single spot. This can also be accomplished by having the same spot repeat a few times in a single hour.

    Since 30-second spots are less expensive to run than their 60-second counterparts, you can achieve more frequency with them. The production fees associated with a 30-second spot also are lower, since the script is shorter and most voice-over talent charges by the word.

    There are a few downsides to a 30-second spot as well, though. If you have to abide by any co-op guidelines, this can greatly reduce the amount of time for your message. It can also be difficult to fit all the information into this short amount of time and still be creative. Additionally, the time constraints can cause the spot to be read a bit faster, making it harder for listeners to understand.

    The 60-Second Radio Spot: The Pros and Cons

    Or maybe you’ve opted to use a 60-second spot — also an excellent choice! You now have the ability to let the creativity run free. In this amount of time, you can take a narrative-focused approach and develop an entire story with characters. This can really help if the story is compelling and engaging.

    Plus, there’s much more room to fit those co-op requirements. This spot length also allows for plenty of time to repeat certain information to really drive it home for the listener.

    In terms of drawbacks, one big thing to consider with a 60-second spot is the cost. The longer the script, the more expensive it will be. The voice-over work will be more expensive as well. If you decide to go with a story and the voice-over turns into voice acting, this will greatly increase the cost as well. Paying to run a 60-second spot can be more expensive as well, so unless you have a larger budget, you may not be able to achieve the same frequency overall.

    The last thing to consider with a longer spot is the modern-day attention span of most Americans. According to a Time Magazine article in 2015, the modern attention span is less than that of a goldfish:

    “The average attention span for the notoriously ill-focused goldfish is nine seconds, but according to a new study from Microsoft Corp., people now generally lose concentration after eight seconds, highlighting the effects of an increasingly digitalized lifestyle on the brain.”

    A 60-second radio spot greatly surpasses the now-standard eight-second attention span boasted by much of your audience. At the very least, you’ll need to create a highly engaging ad in order to take advantage of all that runtime.

    Great Creative Makes a Great Campaign (No Matter How Long the Spot)

    On one hand, 30 seconds is much longer than you might think. Go ahead, sit and watch a clock for 30 seconds. You’ll realize it really is a long amount of time. But on the other hand, if you’ve ever tried to tell a fully realized story in that amount of time, you’ll see it’s very difficult.

    In the end it comes down to doing what works best for your creative vision. No matter what you decide to go with, the right creative can grasp the listeners’ attention. The creative team at Figment Design can help you write and produce the best possible creative for your business. Reach out to us today for a comprehensive creative consultation for your radio advertising campaign.

  • Creative Communication: How Do We Communicate a Client’s Vision Creatively

    Creative Communication: How Do We Communicate a Client’s Vision Creatively

    ideas

    Creating a defined and well-communicated brand can convert the typical consumer into a loyal brand advocate. You have to tell your brand’s story in a way that’s compelling and engaging.

    To accomplish that goal, you need a brand communication strategy, but that’s easier said than done. At Figment, we’ve assisted hundreds of brands find their distinctive voices. Here’s how we suggest you go about doing it.

    Three Things to Decide when Communicating Your Brand’s Message

    To acquire real brand evangelists, you need to develop what Hubspot’s Meaghan Moraes calls an “authentic, humanized brand voice.” In order to achieve this, though, you need to complete a few steps:

    Step 1: What is the Message You Want to Communicate?

    This question is deceivingly simple. Too often brands get so caught up in their own talking points, and they forget to focus on their core message. This can be seen in brands that claim to have the best deals in the entire city, a higher quality product than anyone around, and better customer service — all in the same ad.

    For every campaign you create, focus on one core goal that ties back to your campaign’s primary objective. It’s possible to have multiple goals, but they should all point back to the original mission of the brand. This will prevent your brand messaging from getting confusing while empowering your customers to talk about your brand.

    Step 2: Who is your Target Audience for this Message?

    The target audience has expanded beyond traditional demographics. If you’re still using audience descriptors of age and gender, then you’re leaving massive holes in your buyer personas that can lead to confusion.

    At Figment, we spend the requisite time to define your buyer persona. What kind of lifestyle do these consumers lead and what circumstances lead up to them buying your product? What are they actually looking for when they research your business? By answering these key questions about the buyer’s journey and user intent, you’ll be able to create goals and clear messages that meet their needs.

    For example, a home services company might have two types of buyers: those who are looking for an affordable solution and are willing to wait longer to cut costs, and those who will pay whatever it takes to solve the problem immediately. With that information, brands can create two different campaigns with optimized messaging to clearly reach specific customers.

    Step 3: How Do You Reach Your Desired Audience?

    Once you have your goals, desired message, and audience personas, it’s time to craft your message. This is another instance where knowing your audience pays off. You have to be able to reach them on the platforms that they find the most valuable and use the most often. For some audiences, this may be radio; for others, it might be direct mail, television, or social media.

    Leveraging Your Brand’s Message Visually

    Whichever type of marketing your brand chooses, we highly recommend opting for a visual element for at least part of your budget. Audiences respond well to visual stimuli because they’re processed by the brain faster than text or audio, and the images stay in the long term memory while text stays in the short term memory. Utilizing powerful images, whether you’re tapping into bright color palettes or large fonts, can make your brand significantly more memorable and easier for your customers to recommend.

    It is of the upmost importance to speak to consumers in a way they can understand. And your brand communication strategy is vital in ensuring you have the right strategy. Figment works closely with clients to ensure their vision is communicated effectively to the audience they are attempting to reach. This is how you turn audiences into buyers, and buyers into long-term brand advocates. Contact Figment today and let’s get started creating a comprehensive strategy to get people talking about your business.

  • Taking Steps To Secure Your Website

    Taking Steps To Secure Your Website

    Web Security

    All website owners should have cyber security on their minds, and if you’re the owner of an eCommerce site it should always be on the top of your list.

    If your website accepts credit card payment then you should be taking extra care in making sure you have a secure method of accepting those payments. Your business’s reputation is at stake every time some on enters their credit card and personal information, and if your site is easy to hack then your business will as customers will not feel safe in purchasing from you.

    Cyber security is a constant ongoing battle because hackers are always working for ways to breach and exploit the latest cyber security methods. Keeping that in mind, you can reduce your exposure to security hacks if you take to putting some important safeguards in place.

    1. Software updates are important.

    One simple step to take that can make a big impact is to have your software contain all the latest updates. Most software updates are created to address security vulnerabilities found within the software. Software designers always working on ways to secure their software against any new methods that hackers develop.

    You should update your software as soon as you get an update reminder. You should also check frequently for updates to your eCommerce software, plug-ins and any other software related to you site. By simply following this step it will reduce your sites vulnerabilities greatly.

    2. Create secure passwords.

    Don’t use passwords like “123456” or “password”. You would be surprised how many people do this.
    Create your website password with a mix of numbers, letters, and special characters. Avoid using a password that someone who knows you might be able to guess. Another thing to avoid is using you kid’s names or birthday’s these are also something someone might be able to guess. Make sure that your password is different from your other passwords you use and the same rules goes for anyone else within your company that has access to the site.

    A good rule to apply is to make changes to passwords every 6 months. Setting a calendar reminder is a good way to remind yourself on getting this done regularly.

    3. Create backups regularly.

    Things can happen to your site and to avoid being forced to rebuild your site over again from scratch, and a way to avoid this nightmare is by backing up your website regularly.

    This can be set up with your web hosting company, It can help make backing up your site completely effortless since everything is automated, but restoring your site if the need ever arises is a simple process as well. Check with your hosting company on what back up services they offer.

    4. Having malware detector is essential.

    Malware is a very common occurrence and hackers are looking infect any website that people are very likely to visit. That means your website could be infected by malware, and by having the malware on your site you would then in turn pass the malware on to your customers’ computers.

    You can avoid this from happening to you and your customers by having strong malware detector installed. Anti-malware programs detect malware quickly and help you get rid of it before it can do damage. Anti-malware programs are inexpensive and they’re not all that difficult to put in place. Check with your web hosting platform as they might offer it, which makes activating it especially easy to do.

    5. Be careful with your permissions.

    How many people have permission to access your webite? Most businesses, need to have at least a couple of people with access to the website so they can make changes. Medium or larger businesses will most likely have more people accessing the website regularly.

    Your vulnerabilities grow as you have more people accessing the website to make changes. Not every person needs to have the same level of site access. By using your permissions wisely, you can minimize the potential damage from simple user error or a malicious act caused by one of your employees or contractors.

    6. Set up SSL.

    If you have customers making payments of any kind on your site, then purchasing an SSL certificate is not optional. Customers need to know that their payments are going to be secure before they hand over sensitive information. That security is provided by means of an SSL certificate.

    An SSL certificate isn’t expensive and your website will shows a green HTTPS in the browser bar, which is what lets consumers know that the website can be trusted. It provides a level of protection with the information customers share with encryption and can’t be easily read up by cyber thieves.

    7. Using AVS and CVV.

    Fraud attempts are far less likely to happen when adding an address verification system (AVS) and credit card verification value (CVV) field for all credit card checkouts. This provides you with a chance to check the information a customer provides against the information their credit card company so people possessing stolen credit card numbers alone won’t be able to get past your confirmation process.

    8. Reduce XSS vulnerabilities.

    This step is very technical and you may want to consult with your webmaster or a cyber security consultant first.
    XSS (cross site scripting) vulnerabilities are weaknesses in the code that allow hackers to add their own code to your website that will infect your visitors’ devices.

    To reduce these vulnerabilities, you need to validate and sanitize your data. You may also be able to insert this string onto your webpages to reduce your vulnerability:

    echo htmlentities($string, ENT_QUOTES | ENT_HTML5, ‘UTF-8’);

    This will only work for you if you’re not using HTML. If you are using HTML, running your code through the HTML purifier at http://htmlpurifier.org/ is the best way to go.

    9. SQL injection vulnerabilities.

    As with step 8, this step is also very technical and you may want to consult with your webmaster or a cyber security consultant first.

    SQL injection vulnerabilities aren’t as frequent as XSS vulnerabilities, but they do exist. XSS vulnerabilities allow hackers to get ahold of the sensitive data stored in your database – which often includes information like your customers’ credit card numbers.

    All of the best methods for prevention here are pretty technical and it’s better to bring in someone who does understand this so it gets done right.

    10. Using a DDoS mitigation service.

    Distributed denial of service (DDoS) attacks can happen when a hacker sets a large number of compromised systems to flood the bandwidth of a website all at once. This will then overwhelm the server and cause it to reject all visitors.

    A web hosting provider that has put protective measures in place is good first line of defense, but with how common DDoS attacks have become, having a DDoS mitigation service can further reduce your risk.

    Hackers are always working to create new methods to bypass these protections and will require you take time throughout the year to read up on the latest security threats and best practices.

    By taking on the practice of eternal vigilance when it comes to your cyber security – you’ll create an eCommerce experience where customers will feel secure in using your. Make sure your websites cyber security is the priority it should be.

  • Another Reason to Switch to HTTPS

    Another Reason to Switch to HTTPS

    https

    Google’s latest changes – Moving towards a more secure web

    Now small business owners have one more reason to switch to HTTPS thanks to Google latest change in the way it searches for URLs. Google has announced that it is modifying the way its indexing system seeks out for more HTTPS pages.  The recent changes came as Google’s Webmaster Trends Analyst, Zineb Ait Bahajji announced that Google will now give HTTPS pages priority over equivalent HTTP pages. What this basically means is that even if you have an HTTP URL, Google’s new search algorithm will now give similar HTTPS URLs priority back in June 2016.

    During this announcement, Bahajji explained:

    “Specifically, we’ll start crawling HTTPS equivalents of HTTP pages, even when the former are not linked to from any page, Bahajji also stated,”When two URLs from the same domain appear to have the same content but are served over different protocol schemes, we’ll typically choose to index the HTTPS URL if:

    It doesn’t contain insecure dependencies.

    It isn’t blocked from crawling by robots.txt.

    It doesn’t redirect users to or through an insecure HTTP page.

    It doesn’t have a rel=”canonical” link to the HTTP page.

    It doesn’t contain a noindex robots meta tag.

    It doesn’t have on-host outlinks to HTTP URLs.

    The sitemaps lists the HTTPS URL, or doesn’t list the HTTP version of the URL

    The server has a valid TLS certificate”

    Presently HTTP or Hyper Text Transfer Protocol, has been the method for to establish a connection with the server and send HTML pages back to the user’s browser. The biggest drawback to this method of communicating is the Web page is transmitted without any encryption, which makes it susceptible to hacking the data as it is travels across the web. HTTP is fine for streaming video or reading content such as news or blogs, but not for sending personal information when conducting a purchase on an eCommerce site. Web addresses that use HTTP protect its data by encrypting it by using an SSL (Secure Sockets Layer) Certificate.

    Currently there have been concerns raised because some types of HTTPS may be accessible to hacking.
    Most of these security concerns are presently being addressed. At present HTTPS is still considered the safest way to conduct eCommerce. With Google’s recent announcement to change its algorithm to boost sites that use https. This move by Google gives small eCommerce owners one more reason to change their sites to HTTPS.

    Google Chrome Changes

    To help users browse the web safely, Chrome indicates connection security with an icon in the address bar. Historically, Chrome has not explicitly labelled HTTP connections as non-secure. Beginning in January 2017 (Chrome 56), will mark HTTP pages that collect passwords or credit cards as non-secure, as part of a long-term plan to mark all HTTP sites as non-secure. Chrome currently indicates HTTP connections with a neutral indicator. This doesn’t reflect the true lack of security for HTTP connections. When you load a website over HTTP, someone else on the network can look at or modify the site before it gets to you.

    Studies show that users do not perceive the lack of a “secure” icon as a warning, but also that users become blind to warnings that occur too frequently. Chrome plans to label HTTP sites more clearly and accurately as non-secure will take place in gradual steps, based on increasingly stringent criteria. Starting January 2017, Chrome 56 will label HTTP pages with password or credit card form fields as “not secure,” given their particularly sensitive nature. In following releases, they will continue to extend HTTP warnings, for example, by labeling HTTP pages as “not secure” in Incognito mode, where users may have higher expectations of privacy. Eventually, they plan to label all HTTP pages as non-secure, and change the HTTP security indicator to the red triangle that we use for broken HTTPS.

    Requirements in Changing From HTTP to HTTPS

    Changing from http to https seems like a pretty simple procedure:

    Purchase an SSL certificate from a hosting company, or from an SSL certificate vendor

    Install your SSL certificate on your website’s hosting account

    Make sure that any website links are changed from http to https so they are not broken after you flip the https switch

    Set up 301 redirects from HTTP to HTTPS so that search engines are notified that your site’s addresses have changed and so that anyone who has bookmarked a page on your site is automatically redirected to the https address after you flip the switch.

    Seems like easy process. However, due to the large number of options offered by SSL certificate vendors and by hosting companies, this process then become somewhat confusing.

    Also keep in mind that by moving your site from http to https will require dealing with more tech work than most small business usually like to deal with.

    In Conclusion

    One thing to be sure about changing from http to https, is that you will be confused at some point during the conversion.

    Your website site will benefit if you leave most of the tech work to a professional and focus on the decisions you need to make about what SSL Certificate is the right one for you. The benefits you’ll reap include greater customer trust, data security and even a chance that Google’s new algorithm will rank your site higher.

    For more information about SEO or how our company can help your business grow please fill out the form below.

  • IS YOUR EMAIL MARKETING STRATEGY READY FOR THE HOLIDAYS?

    IS YOUR EMAIL MARKETING STRATEGY READY FOR THE HOLIDAYS?

    marketing-strat

    The holiday season is upon us and it’s time to make sure your email campaign has all the right elements to be successful.

    FIVE WAYS TO IMPROVE YOUR HOLIDAY OPEN RATES, CLICK THROUGH RATES & REVENUE:


    SUBJECT LINE

    It’s what leads to an opened email or a deleted one, so make sure it stands out.

    Keep your subject line brief and to the point: 50 characters or less.

    Use questions to engage the reader and entice them to wonder how your email’s subject matters to them.

    Personalize the email by including the person’s name in the subject line. Chances of it being opened will increase.

    PLANNING

    Proper preparation that includes both lead and production time are key to a successful campaign.

    A high percentage of Cyber Monday online shoppers are interested in travel deals through the holidays, and that includes New Year’s travel planning.

    A multi-channel campaign in three phases: Pre-Sale, Cyber Monday and Extended Sale are an effective way to capture potential holiday travelers.

    INCENTIVES

    Engage and motivate your guests and you will generate a significant increase in ROI.

    Offer special room types or rooms with upgraded views.

    Create special packages with additional or upgraded amenities, services or activities.

    Offer a special reduced rate on a second room.

    PERSONALIZE

    Personalization is key to having higher open rates and increased click rates.

    Consumers expect you to know who they are and provide them with interesting, meaningful content.

    Use email automation to deliver relevant, personalized emails at the right time.

    Send targeted information through a single email campaign using dynamic content.

    TARGET DATA

    Having segmented email campaigns will get you more clicks than non-segmented emails.

    Use data points like gender, location and income to enhance the email subscriber experience.

    Re-target potential repeat guests by going over the previous year’s bookings.

    Use data collected from eSurvey to segment audiences based on their interests.

    holiday-cta

  • Best Practices for Contextual Campaigns

    Best Practices for Contextual Campaigns

    contextual-campaigns

    How do you move beyond ‘the right message to the right person at the right time?

    Assemble the right teams

    For pilot projects, initiatives often start with just one line of business (e.g., email, customer service, social or mobile), then spread more broadly through the organization.

    Education, knowledge-sharing, agility and empowerment are essential to spark thought and experimentation.

    Content strategy

    As with every other form of marketing, content is foundational to context. For contextual campaigns, content strategies must be significantly expanded to address different contextual elements. This must encompass not only goals and KPIs, which can be myriad, but also the many additional situations, conditions, offers, customer profiles conditions, locations, device interfaces and other specifics that go into communication and messaging.

    Content strategy must also be linked to product strategy for many contextual initiatives, and it must address design and user experience to a higher degree than in other marketing scenarios.

    Anticipate and script responses

    The real-time nature of contextual campaigns requires outbound and inbound scenario mapping, then scripting content to address numerous potential situations and reactions, both to offers and the campaigns themselves.

    Real-time ability

    Real-time and context go hand-in-hand. Location data, for example, cannot suggest a customer visit a venue when it’s closed at 11 p.m. Iced tea is an inappropriate offer for a snow day.

    Many brands already have well-trained analytics and social media teams continually monitor digital sentiment and react and optimize their messaging in real time. The sentient world will rapidly become part of this intense, pressurized marketing function.

    Permission and opt-in

    Even more than with email and social channels, contextual communications cannot be pushed on unwilling or unreceptive consumers. In addition to offering value to make messaging welcome, permission is a critical component of the brand/consumer dialogue, as is an opt-out mechanism, especially for brands leveraging data across domains (e.g. in-home, in-car, in-store and so on).

    Ecosystem of internal & external partners

    Consider new partnerships, both internally and externally. Contextual campaigns touch areas beyond marketing, and the data inputs and outputs can be of value for a broad variety of stakeholders.

    This value can and should be used as a justification for spend, not just from marketing budgets but also from budgets of other lines of business.

    Technology vendors

    Understand what tech vendors bring to the table, as well as their limitations. A large player can act as a backstop but might limit experimentation.

    A small, nimble startup might be better for a pilot than a national implementation. Determine who will be responsible for the chain of technology — for example, a chain of 1,000 retail locations, each with 10 beacons.

    Continuous education and training

    In a quickly evolving sector, it’s essential to keep abreast of tools, technologies, use cases, data and best practices.

    Read full article at: http://marketingland.com/8-best-practices-contextual-campaigns-195001

  • Long Term SEO & Proving Value

    Long Term SEO & Proving Value

    long-term-seo

    How do you show the value of long-term SEO recommendations in the short term?

    Take HTTPS as an example. As search marketers, we know there is long-term value in transitioning to a secured site. The web is moving in a more secure direction, users want trust, and heck, Google has stated it’ll give preference to secured pages. That’s a big deal!

    From an impact perspective, however, the site likely isn’t going to see an immediate uptick in search traffic. And with an HTTPS transition requiring time, resources and money (and potentially causing issues), selling the investment isn’t easy. Especially when the business (aka client) wants to ensure they’re getting the biggest bang for their buck.

    So, what can we do? I’ll be honest: the answer will vary from business to business, but I think there are a few ways to help show the value of long-term SEO strategies and get additional recommendations pushed through.

    One of the nice things about the search industry is the sharing of information and the willingness to help one another. Plus, let’s be real — there probably isn’t anything you are doing that hasn’t already been done.

    If you’re looking to show value in a longer-term strategy, do what it is you do best: search! See what has already been said and what the results show. Ask your network questions, and I’m willing to bet there’s someone who can give you answers — and potentially the “data” you need.

    If you can put together some real information around the strategy, you are more likely to get the recommendation pushed through and buy yourself some time from a performance perspective.

    Bonus tip: Take a look at what competitors are doing. If you can show that 75 percent of your competitors have implemented the recommended strategy and are performing better than you, that’ll usually get the attention of those in charge.

    You know what I love about paid search and social? Immediate results! You know pretty quickly if something isn’t working, and you can adjust, test and test again. Unfortunately, we know SEO doesn’t work that way, and results can take a long time.

    Which takes us back to our problem at hand: how do we make sure the business sees the value of our long-term SEO recommendations when the tangible results (traffic/revenue) aren’t there yet?

    Sometimes it’s about the small wins. When looking for ways to show organic improvement, I like to take a look at the following:

    Search query data

    There are certainly useful keyword data/content ideas in there, but I like to see how the overall impression and query data grows. For example, if we’ve created a content strategy around a competitive keyword, traffic probably isn’t going to improve, and the average position isn’t going to change much. Search Console data can, however, show us if long-tail queries and impressions around that keyword/phrase are growing.

    If they are, we know our strategy is having an impact, and we can show the client, buying us some time and helping credibility.

    Keyword visibility

    There are a number of things I like about SEMrush: one is the ability to look at organic keyword visibility both now and in the past to see how it has changed.

    Ideally, as your site improves, so does your overall search visibility. How many keywords are you showing for now vs. three months ago vs. six months ago vs. 12 months ago?

    Similar to Search Console data, this doesn’t necessarily translate to traffic or conversion increases but does showcase performance improvements.

    Conversion rate

    Conversion rate is a too frequently overlooked metric in organic search. It can be tough to measure as a whole because different sections of a site target different parts of the funnel, but when broken down properly, conversion rate can provide some key insights.

    In putting together an on-site content strategy, we recommended switching out the existing targets with a keyword set geared more toward their audience. We knew this would result in a traffic decrease, but we were confident that it would pay off in the long run.

    Once the changes were made, boy, did organic traffic drop quickly. The client wasn’t super-psyched, and we needed to be able to show the execs value in that recommendation sooner rather than later.

    Final thoughts

    Some of the biggest challenges for any agency (search or otherwise) are getting buy-in, driving execution and being able to show your value as an organization. For SEOs who are working on a long-term strategy, that last piece can be extremely difficult.

    Just remember, when making your case, look to the things you know. Find real examples, create your own examples — and focus on the small wins when you can.

    Read the full article at:  http://searchengineland.com/long-term-seo-proving-value-now-261419