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Digital Marketing Strategy

Digital Marketing Strategy

Why Your Business Should Select Marketpath CMS for Web Content Management & Marketing

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Is your website successful? Does your site support your brand, drive business growth, and bring in sales Marketpath (Indianapolis Web Design, Development & Content Management)leads? If not, it’s time to consider upgrading your business website. In the age of technology an informative, appealing, and accessible website has a direct correlation to business growth and credibility.

Marketpath CMS is the web content management and content marketing solution that can convert your website from a static billboard into a valuable marketing tool that can drive business growth. Here are just a few of the reasons why your business should choose Marketpath CMS:

Great Tool Set-

Marketpath CMS provides the perfect toolset to manage your website updates and content marketing. Our software gives your business a stress-free way to manage and update your site even for non-technical people. All updates and additions to the site happen in one place, via the web! Whether one is updating text copy, adding images or videos to a gallery, or creating calendar events, Marketpath CMS does it all! Businesses have the ability to create event registration pages, to build surveys and web forms via our form builder, to work with SEO tools, to create and publish blogs, and more. With Marketpath CMS’s breadth of tools and ease, it makes confusing and tricky website marketing effortless!

Support-

Selecting Marketpath CMS means you’ve chosen one of the easiest and highest rated content management systems available today – one that is currently used by hundreds of other large and small businesses. But that’s not all; you’ll all receive the constant support of the Marketpath team. With your Marketpath CMS subscription, you’ll receive unlimited support for all your website and content management needs. You can call or email at any time and we’ll be eager to help with any questions or needs. Need help uploading a case study or document for the first time? We can walk you through it. Forgot how to add a video? We’ll help you out. But it isn’t only technical support Marketpath can provide. We’re also available to provide marketing assistance and guidance when desired. Need advice on creating a landing page or on how to optimize a new page for search? Just ask and we’ll gladly provide marketing advice. For many small businesses, with limited technical or marketing resources, Marketpath can be a valuable partner that supports your internal team. One of our strengths is our availability and dedication to our customers.

Website Monitoring and Hosting-

In addition to our support, Marketpath meets all your website monitoring and hosting needs. We track your site to make sure it is up and running and our alerted if any issues arise. We also monitor your website to ensure it is always working at an acceptable speed, so that your users have a positive experience. As a small business it can be difficult to have enough technical resources that have both the time and experience to handle your growing website needs. When you work with Marketpath, you won’t need any internal technical support - Marketpath manages it all.

Automatic Upgrades-

With Marketpath CMS your business doesn’t have to worry about keeping up with the latest technology trends and changes. We’ll add new functionality (new tools, enhancements, etc.) at least every quarter to your software. Your website will never get outdated technically because the Marketpath team works with evolving technology, constantly building it into our software, to improve your digital marketing capabilities. Any new functionalities or technology are automatically made available to your company, so you won’t have to worry about it. That's the benefit of Marketpath CMS's Software as a Servive (SaaS) or On-Demand platform.

Indianapolis Web & Digital Marketing Services (Marketpath,Inc.)Web/Digital Marketing Services-

Marketpath not only gives you a great software toolset and support, but also becomes your partner and expert in digital marketing strategy. Regardless of your online marketing needs, Marketpath is there to work with you. With expertise in web design (including responsive websites) and website development, content marketing, site optimization (SEO), and social marketing, the Marketpath team is there to give your business the online presence it needs.

Let us know how we can help your business or non profit or see how we helped other organizations like yours by visiting our website case studies or website projects sections.

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Why Use Instagram for Your Business?

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Should Your Business Use Instagram?The amount of social networking is immense and ever growing. To market your business it seems more and more social sites must be created and managed. How is it determined which are necessary? With Facebook, Linkedin, and Google+, Instagram does not seem to be a front runner. Yet, Instagram has grown and quickly. With 200 million active users monthly, Instagram has more user engagement than Facebook or Twitter. With this social network’s widespread popularity and the growth of visual marketing, every small business and not-for-profit needs to consider Instagram for their social marketing plan. Instagram opens a marketing door full of opportunities not offered by other social networks.

Why your small business should use Instagram:

Visual Marketing- Images instantly draw viewers in and gain their attention on any social network. Solely dedicated to images, Instagram drives constant intrigue of a user. With popping images, easy creativity, and filters Instagram is an easy and unique way to showcase your products and services.

Personality and Trust- One of the top reasons to use Instagram is the personality it gives your company. Connection on a social network creates familiarity with users. Small businesses stand out because of the relations they can provide to customers. All social media precipitates better customer relations; however, Instagram has an edge. Posting personal and behind-the-scenes photos and interacting with those who follow and comment on your account can help customers get to know your business as the people in it and the work they do. Humanizing your company establishes trust with viewers, making them more likely to work or keep working with you.

Credibility- Digital credibility is critical for your online success and Instagram is a great way to establish credibility in your industry. Share your vast knowledge of your field on Instagram through tips, fun facts, or the excellence of your work. As an interior decorating company, a great way to show your credibility would be to post pictures of a spacious living room. Along with your photo, your caption can share tips on how to best place furniture to make one's room look bigger. Whatever your business, Instagram can be a great way to share your expertise.

Traffic to your Website- Images you post on Instagram will leave viewers wanting to know more about your work. A link to your site on your profile and references to specific pages on your site in photo captions will bring more traffic to your website! Additionally, relevant links to your site from Instagram and improved social rankings will help to improve your site’s search rankings (SEO) via Google, Bing and Yahoo.

Should Your Organization Use Instagram?Determining what social media your business should use can be difficult and tedious when they all seem to provide similar benefits. Along with the networking and broadcasting that all social networks provide, Instagram gives your small business personality, builds trust, displays your products/services, establishes credibility, and draws attention to your business and traffic to your website. If you have a strong visual component to your organization (visual products, services, events, etc.), you should especially consider adding Instagram to your social plan. It’s vast and exponential popularity along with unique touch make Instagram a social network that cannot be dismissed.

Need Help with Your Digital Strategy?

If you need help developing your overall digital marketing strategy, or executing your social and content marketing plan, contact Marketpath today.

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Marketing Stat of the Month: Blogs vs. Ads

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Did you know 70% of consumers learn about a company through their blog rather than ads
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Marketing Stat of the Month: Paid Search Results vs. Organic Search (SEO) Listings

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Did you know 70-80% of people ignore paid search results, skipping past them to the organic search listings? What are the implications for your SEO and digital strategy?
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7 Ways to Drive Results With Your Website, Print, and Email Marketing [Lunch & Learn]

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Join Delivra, The Jackson Group and Marketpath on Tuesday, June 20th for lunch, networking, and an opportunity to review best practices to increase your client engagement utilizing your website, print and email marketing campaigns.
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10 Rules to Increase Engagement with Website and Email Marketing [Webinar]

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Are you looking for ways to increase engagement with your website or email marketing? Register for our webinar on October 18.
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Best Practices for Effective Content Marketing

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Most marketers agree that content marketing is very difficult to do well, especially for small businesses with limited people and resources. To help I’ve put together a list of guidelines or best practices for effective content marketing.
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2016 Digital Marketing Checklist

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As you’re finally getting over your holiday hangover and becoming excited about a successful and prosperous 2016, it's a good time to take a step back and make sure you have all of our ducks in a row regarding our organization's digital marketing plans and strategy.
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Responsive Web Design & Social Marketing Elevate Indianapolis Cleaning Business

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Accent Maid Service is a professional cleaning service that has been around since 1982.  They offer home cleaning, condo and apartment cleaning, corporate housing cleaning, and commercial office cleaning. With a small team, Accent Maid creates a more personalized cleaning experience for the customer.  Accent Maid uses the best products including eco-friendly and green products. 
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Minimum Viable Website Marketing for a Small Business

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Small businesses have an especially difficult time providing their products and services while simultaneously marketing them. Day to day fires and calls to arms pull you away from important promotional activities that are the fuel for future business opportunities. 
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Your 2015 Content Strategy

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Now is the time to define your 2015 content strategy. Here are a few questions you should answer before the daily grind steals your time and attention.
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The Elusive Reality of Effective Website Marketing

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Improving website visibility requires more than a nice looking website. Most small businesses fail at driving traffic to their site and here's why.
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A Good Content Marketing Plan Will Keep You in Business

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The typical business owner has a fairly stable gauge for assessing success. Solid revenue, a strong sales funnel, and opportunities for growth. Sure, there are plenty of other metrics you can apply, but these form the core. How a business owner goes about establishing that foundation, however, is open for discussion. At the very least, passively waiting around for the phone to ring is a bad idea. You have to proactively get business.

Content Marketing improves credibility and SEO, while driving leadsFor many companies, hard sales tactics don’t work. Small businesses frequently can’t afford a dedicated sales team. In many cases, the owners know they’re just not good at it. But one way that any business, regardless of size, can create opportunities is through content marketing. As business models continue to change, a good content marketing plan may very well be the tool that keeps you in business.

Content marketing is the practice of brands developing and curating content that communicates a story which resonates with customers. Readers find the content useful or entertaining and worth sharing. As a result, the brand, product or service highlighted in the story reaches several audience layers. Decision makers who reside within those layers and have need for your services could then pick up the phone or contact you via your website.

Now, before you go throwing every random piece of content up on your website, you must first consider your audience and intent.

  • Who do you want to read your blog?
  • How would you define the ideal person you want to click on your video or read your email?
  • How and where will your audience find your content?

Beyond that, after your intended audience reads or views your content, what do you want them to do next? Share it on Facebook or Twitter? Pick up the phone and call you? Sign up for your newsletter?  You need to identify your strategy.  You should also make sure your content strategy is directly related to your search engine optimization (SEO) objectives – if done right, strong content is the best way to drive improvements in search rankings.

And, oh by the way, the content should be good. A house painter wouldn’t throw a sign in the yard of a home where he butchered the job with unclean lines and painted shut windows. A blog post with bad grammar, absence of style, and lack of thought gets you nowhere.  But a well written post might provide credibility and turn a prospect into a lead – a lead that looks at your company as an expert in your field.

Is your organization currently employing a content marketing strategy? If so, is it working? If not, what are you waiting for? Contact us today to find out more about the benefits of content marketing.

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Happy New Year - Content Marketing 101 Refresher

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It's 2013, you've survived the zombie apocalypse, and with the new year comes an opportunity to inject fresh energy and ideas into your content marketing. So let's get back to the basics a bit and walk through the fundamental elements of a good content marketing initiative. I think it's a good idea to occasionally review the basics in any project, especially as the project evolves into a bigger, more complex animal. This ensures you don't fall off course and that you stick to the general guidelines.

Content marketing is the essential ingredient for Marketpath's three pillars of effective website marketing - Visibility, Engagement, and Conversion. It is creating high quality content to be read and shared by others in order to get them to do something. Content creates the foundation for all website marketing efforts.

Without good content you only have a framework. Not having good content in your marketing mix is like having a football stadium without the football games. So, how do you get started or back on track? You answer the questions below to formulate a plan and then you write, or hire a writer to do it for you.

What do you want your visitors to do?

Conversion is one of Marketpath's 3 pillars of website marketingBefore you write anything, you need to understand and define what you want your website visitors to do. Do you want them to call a phone number, fill out a form for more information, download a case study or white paper, purchase a product, make a reservation, join a group, attend an event? This is your conversion - when an anonymous visitor becomes a known visitor or a customer. This is the beginning of your relationship with that individual.

The first conversion, however, may not be the only conversion. It might be a series of small conversions that lead up to the conversion that actually affects your bottom line - a purchase or new project. Compare this to a man courting a woman. He didn't jump out of a cake and make a marriage proposal upon first sighting. There were a series of efforts involved in getting to that point. The same may go for your visitors.

Are you a professional services firm? Then you probably need to establish expertise and rapport with your future clients. This happens over many interactions. Are you a retailer of low-cost furnace filters? Then your initial conversions are probably a purchase by new customers. Whatever your business, you need to understand the series of events involved with how new customers engage and convert.

Equally important, you should evaluate how existing customers continue to make purchases, kick off new projects, or simply maintain their current level of business with you. This may involve ongoing content that keeps their interest and maintains your prominence and expertise in the industry. This takes me to our next big question....

How will you persuade visitors to convert?

This is the engagement portion of Marketpath's three pillars of website effectiveness. What sort of content should you provide to initially engage or maintain the interest of your constituents? Great content leads to great conversions. If you cannot capture the attention of your website's visitors then you're not going to convert them. It's that simple.

Engagement is one of Marketpath's 3 pillars of website marketingYou can maintain a blog about best practices, put together quarterly white papers, create a video series, or write how-to's that demonstrate your products. Content comes in many forms and you need to understand (and experiment) with what motivates your audience to read, watch, or listen to the content you provide. This will be an evolution and probably not something you'll get right the first time.

Your content can be educational, entertaining, inspiring, etc. Again, this depends on your audience and knowing what will motivate them to engage.

Once you begin pushing content you should check your website analytics and measure visitor counts (new vs. returning), time on site (narrowed down to individual pages), referrers (where visitors come from), and bounce rate (visitors who land somewhere in your website and then quickly leave). These are the basics that will lead you in the direction of providing better stuff. You'll want increasing visitor counts, increasing time on site, increasing referrers, and a low bounce rate. 

How will you get visitors to your site?

Oculus Rift is awesome and visibility is one of Marketpath's 3 pillars of website marketingYour content may be well written, highly engaging, and exude your expertise. But without people reading or watching it, who cares? This is where the visibility portion of Marketpath's three pillars of website marketing comes in. You must promote your content before you get followers. Eventually, if it is good enough, people will help spread it for you. But you should always include some content promotion in your plans.

If you haven't established a presence within social media platforms (Twitter, Facebook, LinkedIn, etc), then you'll want to do this as part of your content marketing efforts. I won't get into specifics regarding social media here but with established social media connections your content will reach the eyes of current and prospective customers. If interested, they may read your blog post, and even more important, if your content engaged them and provided some benefit (learning a new skill, laughing, etc) they may even share it within their network.

Other ways to promote your content may include adding it to a regular email newsletter, submitting to local news agencies, presenting it during seminars or webinars, or asking others in your industry to read it and share it. Regardless of the channels you use you will always need to promote.

Who creates the content?

You. Or Sam from sales. Or the CEO. Or everyone. Whoever you choose make sure they want to. A couple years ago I ordered everyone in our office to blog. Some were required to write a post only once per month, some twice a month, and others once a week. Most of my staff complied, some grudgingly, others never contributed a thing. I don't think it was because they were intentionally ignoring me but likely because they just aren't writers and couldn't tackle the job.

The point is, you need to have serious buy-in from whomever provides content. If they are on staff, volunteers will outperform those mandated. Some people just don't want to be public. They enjoy being behind the scenes. Others want that publicity, to be recognized, and to be a more visible piece of the company.

Don't cast aside the possibility of outsourcing your content creation. There are numerous online copywriting services and you probably have a slew of agencies in town happy to assist. Video writers, producers, and actors are also more and more available. These should be an option to individuals with little time. Just make sure the resulting content is representative of your organization.

When to start?

Now. Building visibility, engagement, and conversions takes time and consistency. The longer you wait, the longer it will take you to build and maintain your audience. And the longer it will take to see results, if any.

Good luck and remember, you survived the zombie apocalypse so you can conquer just about anything now, especially a non-threatening content marketing effort.

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What's Your Mobile Website Strategy?

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Mobile SitesThe rise of smartphone usage over the past few years has come at a staggering pace.  There are now over 91.4 million smartphones in the United States alone (this stat is a few months old, and with the release of the iPhone 5 in late September, the number is probably over 100 Million in the US alone).  So, how does your website look to any one of these 100 million people that view your site on the device?  Clunky? Unreadable? Empty white boxes where Flash graphics are located? While we understand designing your site for multiple devices is a difficult trend to keep up with, we also realize that falling behind can be costing you…big time.

According to the Huffington Post, the average smartphone user spends approximately 25 minutes per day browsing the internet.  If you think your website is safe from mobile visitors, you’re probably wrong.  Go check your analytics.  One of our clients has about 20% of their traffic coming from mobile devices!

So, what’s your strategy?  Do you display a different website? Different content?  Well, that decision is likely unique to your business or organization.  However, here are a few tips that probably work for any industry:

  1. Simplify your design – focus on your brand, and easy to navigate content
     
  2. Get rid of drop down menus – If your main website has them, fine, but just make sure that you get rid of them for your mobile site, as they can be difficult to interact with
     
  3. Reorganize content to someone on the go – what are these mobile users looking for?  (Hint: Check analytics!)
     
  4. Make it easy to call you – prominently feature your phone number
     
  5. Give people the option to view the full site – Some phones are better than others, or some users don’t mind interacting with a full website on their phone, so give them the option to do so.

The main takeaway:  Put some thought into mobile.  The market is only going to grow as phones get better.  Aim to truly understand how visitors are interacting with your site, and you’ll be better off for it.

 

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Online Marketing Strategy is Changing

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I’m not all together sure there is a more dynamic industry than online marketing.  With new tools, networks, tactics, and things to pay attention to debuting every day, how can anyone keep up?  It is a full-time job just staying on top of the latest trends, let alone rolling them out into a marketing campaign.  Gone are the days of launching a website with some keywords in the title tag and getting results.  Gone are the days of paying an SEO firm to "magically" gain rankings.  Gone are the days where this stuff was, well…easy. 

Change is Coming
​Are you ready for it?

It has finally happened.  Consumers are becoming smarter each and every day.  Search engines are changing ranking factors every month (or so it seems).  Has your business taken a step back and accessed strategy lately?  If not, you’re behind the curve.  Consumers are well aware of what SEO is.  Just ranking highly for competitive keywords doesn’t cut it anymore.  What value are you providing?  Why should I buy from you or fill out that form on your website?

You see, even SEO firms are realizing the game has changed…the good ones anyway.  Tactics are changing.  The process is much more client facing and transparent.  And guess what…that’s a good thing.  It means that anyone and everyone can play in this space now, not just the guy with the deepest pockets.  Being the richest doesn’t mean you’re the best or that you deserve to gain customers online.  You must provide value.  You must provide content.  And most of all, you must do it often.

Stop worrying about linking strategy and start worrying about creating link-worthy content.  Stop worrying about ranking for competitive keywords and start worrying about ranking for more keywords.  Stop worrying about the technical side of SEO and start worrying about providing value to your potential clients. 

If you can do these things, you’ll be able to absorb changes in online marketing industry.  You won’t have to worry about dropping one spot in Google for your top keyword.  You can get back to doing what you do best…serving your customers.

 

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Marketpath Featured on MTFW Marketing Podcast

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On June 20th, TJ Furman from Marketpath was lucky enough to join Lorraine Ball and Allison Carter of Roundpeg on their weekly small business marketing podcast, More Than a Few Words.  The topic was content creation strategies and why just having a blog might not be enough.

If you're struggling to come up with content ideas that are interesting, we urge you to listen to the podcast and formulate a plan.  You can listen to the full show here:
 

 

If you have any additional ideas or want to join the conversation, make sure to leave your comments below.

 

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Zen and the Art of Marketing Maintenance

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Maintenance is a topic that has been on my mind quite a bit lately. Maintenance of my lawn, house, vehicles, finances, children, diet, relationships, hair, and clothing are just a few of the things that must be maintained on a regular basis. Marketpath also requires regular maintenance of our finances, infrastructure, culture, client relationships, custom software, and much more. The key to success is maintaining items in small doses on a regular basis (i.e. performing small tasks here and there). The more consistent I am with regular maintenance, the more likely major problems won't appear. Failure to maintain each item in my life leads to neglect, which leads to me having to spend a lot more time and a lot more money which leads to great frustration.

Website marketing requires regular maintenancePart of the reason I've been contemplating the importance of maintenance is that I've been reading Zen and the Art of Motorcycle Maintenance (yes, I stole the title for this post) - a philosophical novel that blends an attempt to define "Quality" and the importance of regular maintenance of our environment and our individual self.

Website marketing isn't all that different than anything else in our life. At Marketpath, we maintain our relationships with our customers and audience via our blogs, email blasts, social platforms, webinars, phone calls, and in-person meetings. I'm always pushing the importance of touch points and, if regularly maintained with good quality content, those touch points will result in a future sale or referral. Failure to regularly maintain  those touch points leads to a complete fall off of our audience engagement and an evaporation of sales and referrals.

Most marketers maintain a giant calendar with all the activity planned over the next few months. This is obviously important for the big items (trade shows and campaigns) but it is also import for the smaller, more easily maintained activities like blogging, social engagement, email sends, phone calls, etc. While these tasks may become slightly mundane or monotonous, they are still very important collectively over time.

If you fail to keep up your house it will fall into disrepair. Bringing it back to a normal state then requires more money, more time, and more frustration. Neglecting your website marketing efforts by not keeping a consistent schedule and constantly tweaking your message to keep your audience engaged will cause your marketing to fall into disrepair just as well. Then rebuilding the level of engagement you once had, or almost achieved, will require more time, more money, and more frustration. Keep it human, keep it consistent, and keep it meaningful.

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What is Content Marketing and Why is it Important?

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Traditional outbound marketing and advertising have taken a backseat to “Content Marketing.”  Instead of buying ads, banners, and search rankings, companies all over the web are turning to this relatively new form of attracting and gaining clients and customers.   

     Content marketing is the creation of unique content for use in
     blog posts, 
videos, white papers, images (infographics), how-to guides,
     case studies, to gain more leads and acquire more customers.

If the content is unique and interesting, the message can spread across the web quickly.  Users and search engines alike have begun to pick up on this trend, bringing their purchasing power or rankings with it, respectively.  Here are a few tips to help you get started:

Dedicate the Time

Just seeing the words “unique content” might make small to medium sized business owners & marketers cringe.  Creating something that is unique and interesting is the most difficult task of the entire process, so don’t try to skip over it.  It is important that your message is clear, concise and entertaining.

Repurpose Content

Once you have content to market, repurpose it in many different forms.  Often times a blog post can be turned into a short video.  Add more data to the blog post and turn it into a case study.  Take that case study and make it visual, via an infographic.  The same topic can be used throughout multiple channels, minimizing the time it takes to create new topics and content. 

Share it

What good is shareable content if nobody can find it in the first place?  None.  Don’t make the mistake of putting up a blog post and expecting people to get there.  Create an email newsletter and/or tweet out links to it.  Have a video?  Put it on YouTube and share it across your social channels.  Have an interesting infographic or image?  Pinterest and Facebook should be your targets. 

So, why is it important?

With the ever evolving search engine algorithms valuing different tactics, having unique and interesting content has always remained important.  Now more than ever Google is focusing on bringing these content creating websites to the top of their rankings.

More content equals more visitors which usually equals more leads (assuming your website isn’t a complete dumpster fire for conversions).   



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User generated marketing

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There is a certain level of pleasure that comes from making new connections about our history and the social web. Most people think this whole socialization thing on the Internet is new and sometimes it takes a short post by a well known Author to say otherwise. The only part that's new is the Internet. The socialization piece has always been around.

Seth Godin's post today is titled "The most important page on the web is the page you build yourself." It's about user generated content and the demise of mainstream mass media. Read it. It's short.

I recently had a meeting with an auto dealership and they discussed putting together a series of videos that would talk about the great features and conveniences of the cars they sell. After much debate and discussion about how much it would cost (tens of thousands) to produce and edit the videos, I stood up and suggested they have their customers produce the videos for them. First, it's free. Second, it's more honest and believable if someone other than the dealer tells the story. 

We're seeing this more and more in marketing where customers produce their own content. Whether it be interactions with others by commenting on a blog, guest blogging, writing product reviews, or producing videos, the job of the marketer is changing. No longer is their sole responsibility to write, design, and produce every bit of content to be puked out to prospects and customers. Marketers now have to build the playground where their constituents can voice themselves and then coordinate those interactions without intruding upon their freedom to contribute.

It's not simple, yet. It's a lot more work while we still hold on to the reigns of the past. The biggest challenge is designing and building the infrastructure that allows your customers and prospects to contribute and then making sure it gets used to its fullest. Once it is built, though, that job takes on a different shape. Customers interact, customers promote (if what you're selling is any good), and customers provide you a much deeper insight into your products and services than you would have ever had before.

Just don't expect that telling your customers what you want them to hear will hold water much longer. As soon as one of your competitors begins letting them into their social community, your legitimacy will begin to fade.

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Social Media is Not an Acquisition Tool

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Social media is not an acquisition toolI'm sure this topic is going to rattle the cages of some self-proclaimed social media gurus, or social media ninjas (as some call themselves). There was a time, just a couple years ago, when many of these social media consultants proclaimed that traditional marketing and advertising was dead and that social media was the new way to reach your target audience. They were wrong.

We've had several years to gain insight into the power of social media and the best way to use it. What we've learned is that it isn't about customer acquisition. It's more about connecting with and supporting your existing customer base.

We are in a world where big corporations can take on a more human role by distributing connections to customers throughout their company and not leaving this job to just the marketing department, or just customer support. If you've never read Jay Baer's blog Convince and Convert, you should. One of his most recent posts is about using social channels for engagement and not blasting out more spam that  will simply be ignored.

If you're using Twitter, Facebook, and Google+ to only blast out deals and promotions, then you're blowing it. But if you're using these social channels to connect and interact with your customer community in a way that engages them as more than a customer then you are working the right angle. I'm not going to get into what you should be posting about but just keep in mind that your promotions and deals are ok as long as they aren't the bulk of your conversation. One quick way to get ignored or dropped is to come across as always trying to get the next sale.

Perhaps you're thinking, "But ACME Corporation (fill in the company name) gained 43 new customers with a social media campaign last summer!" ok, I doubt it, but let's say this was true. Just because your son has a swoopy haircut doesn't mean he's going to be the next Justin Bieber. Chances of that are next to nothing. And the chances of your company successfully acquiring a whole swath of new customers from your social media efforts is also as abysmal. Can it happen? Sure! But probably not in the way you hope.

Social media, more and more, is recognized as a powerful way to connect with your customers in ways never before possible. Use it as a way to engage people who already know and trust you and you'll get a whole lot more bang for your buck.

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5 Lesser-Known Benefits of Software-as-a-Service

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Since the idea of Software-as-a-Service (SaaS) has been around for quite a few years, the benefits have become pretty well known.  The SaaS proponents stand behind the lower cost of entry, the speed of implementation and availability of the software (not installed).  I wanted to dig a little deeper and take a look at some of the lesser known benefits of the Software-as-a-Service model.

No IT Staff Necessary

No IT Staff NecessaryMany small to medium sized business don't have internal IT staff, which makes them a perfect candidate for SaaS adoption.  In the world of web content management systems, an often-used alternative to SaaS is the Open Source platform (Joomla, Drupal, Wordpress ,etc).  While these programs have their place in the market, they are often written for "geeks" by "geeks".  We have helped numerous companies and organizations migrate away from these platforms after they have become frustrated with their supposedly "easy-to-use" open source system. Without internal IT staff, simplicity should become a major factor in the decision making process.  

Frees Up IT Staff Time

If you do have the luxury of having an in-house IT staff, they are probably strapped for time and bogged down with multiple duties.  Off-loading some of the workload of maintaining a web hosting server and a website is a quick, and usually cost-effective way, to make your IT staff more effective.  Utilizing an easy-to-use, SaaS content management system allows your marketing staff to take control of the most powerful marketing tool at your disposal, your website.  Keeping your IT staff out of your marketing efforts is essential to your online success. 

Eliminates Frustrating Maintenance

SaaS products can be quickly and easily patched and upgraded by the company responsible for the software, eliminating time-consuming maintenance for the customer.  Because SaaS products are built around one central core, applying a patch to it remedies any problems that may be occurring for all of the users.  There is no need to worry about software versioning, expensive updates, or in-house hardware problems.   

Less Learning Curve (Typically)

Easier Learning CurveBecause SaaS products are web-based, users typically latch onto them faster than installed software.  We all use the Internet every day, whether it be for browsing, shopping, or connecting with people, we have all become accustomed to web-based interfaces.  SaaS products piggy-back off this familiar look and feel, making the learning curve much less intimidating.

Never Out of Date

Subscribing to a Software-as-a-Service platform grants you a free pass to each and every update that is released for the software.  You can rest assured that you are getting the latest technology each and every time that you log onto the system.  This allows you to focus on completing your tasks, not wondering if the system will work.

Which SaaS products do you utilize?  What are some of the pros (or cons) that you see in the service offering? 





 

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Google +1 Coming to an Algorithm Near You

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Google +1Earlier this week, Wired.com ran a story about Google exploring the integration of the +1 button data into their search ranking algorithm.  While this is something that most of us in the industry have expected since the launch of the +1 button, it is the first time (to my knowledge) that Google has confirmed it.  


This isn't the first time, however, that Google has looked at social signals as ranking influencers.  They have already begun to use the data received from Twitter to help determine rankings for websites.  Facebook, on the other hand, hasn't allowed Google to have access to its data, which may be one of the reasons why the +1 button was created.  

So, is this Google's plan to force everyone to utilize the +1 button?

In a way, yes.  Google's never-ending search for data has led them to the social sphere.  With people constantly tweeting, liking, and +1'ing, Google can gain more insight into the quality of the websites they are ranking.  Hopefully, as the social influences show their importance, Google will begin to tweak the amount of importance they place on links, especially coming from lower PageRank sites that run rampant with link spam.  

Is this a perfect solution?

No.  Google will need to combat the creation of fake profiles used for +1'ing purposes.  They have already shown their intentions for their new social network, Google+, by allowing users to report fake profiles, but this system may need overhauled if the +1 button becomes a major influencer to their rankings.  Black hat SEO's will relentlessly attempt to scam the system, just like some link building services do today.

Lots of Ranking Factors
Keep in mind there are lots of ranking factors, not just the +1

Where does this leave you, the site owner?

Google changes their algorithm all the time.  Most of these changes are minor, but some aren't.  At the end of the day, you always know that Google is trying to rank the highest quality sites for the terms they deserve to rank for.  Add relevant content to your site, interact genuinely through social media, create landing pages for marketing campaigns, and make sure your website can convert visitors to customers.  Remember, you are the expert in your industry, act like it...but in the mean time I'd go ahead and add Google's +1 button to be safe.

Here are the instructions on how to do it: http://www.google.com/webmasters/+1/button/         

 

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4 Reasons You Need a Mobile Website

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Mobile Websites from Marketpath CMSA mobile website or mobile ready website is simply an internet site optimized for viewing on mobile devices or smartphones such as the iPhone, Android or Blackberry.  Because mobile gadgets are smaller than computers (with smaller screens), full websites are often difficult to view and navigate via mobile devices. 

Mobile websites provide a better way for consumers to learn about your organization when they’re on-the-go and typically consist of a “stripped down” version of a website, with less information, prioritized or more important to the mobile user.

Visit the Internet Marketing Dictionary for a detailed definition of a mobile website.

 

So why should your organization develop a mobile site?

1) Because your current site doesn’t work well or look correct on mobile devices

I mentioned this briefly above.  And while it may be obvious, it is also the most significant reason you should consider a mobile site.  Maybe the fonts are too small, or the images too large, or the navigation and layout are too complex or awkward.  Roll over menus that work and look great when viewing from a computer, might be tedious or impossible to use via mobile.  Or, possibly, the site downloads painfully slow on a mobile device.  Regardless of the reason, if your prospect or customer can’t easily use your site or find what they’re looking for (without getting frustrated), they may just try your competitor’s easier to use mobile site!

2) The needs & behavior of a mobile web user are different from a traditional Internet user

While it is critical that your site be easy to view and navigate via mobile, it is also important to realize how mobile users are different from traditional computer web users.  Phone or mobile users are often away from their home or office (or at least away from their computers), with less time to spend surfing or looking for information.  Many times, they have a goal in mind and are looking for very specific information such as a location, news or event, contact, map, product, or schedule.  And often, they only have a few minutes to find what they want.

Because of these differences, your mobile design needs to focus on simplicity, presenting prioritized content that is relevant for the mobile user.  The Mobile Marketing Association suggests a less-is-more design philosophy for mobile web sites, focusing on the 3-5 most important reasons someone will visit your mobile site, and making those items visible upon entry, at the top menu level.  Eliminating side-scrolling and reducing down-scrolling also enhances ease-of-use via mobile.

Mobile Websites and Mobile Marketing3) Mobile internet use is growing rapidly!

Whether you like it or not, more and more people will be accessing your website via mobile devices.  In fact, as of last month (July 2011), 50% of all connections to the internet are from phones and mobile devices.

Microsoft Tag recently developed the infographic to the right to summarize the explosion of the mobile web, which is already a large market, but growing more rapidly by the minute.  If you are still skeptical as to the importance of the mobile web, I’ve included a number of interesting statistics.

  • 70% of the world’s population now have a mobile phone; 87% in the U.S. (per Experian)
  • U.S. children are now more likely to own a mobile phone than a book, with 85% of kids owning a phone as to 73% having books! (National Literacy Trust)
  • 55% of US consumers who purchased a new phone in 2011 bought a smartphone, up from the 34% last year (Nielsen)
  • 38% of US consumers owned a smartphone as of May 2011
  • Daily internet usage via handheld devices jumped from 29% in 2009 to 43% in 2010
  • In the last year Google has seen a 400% increase in the number of mobile searches
  • The #1 access method for local information is now the mobile browser

Despite the growing importance of mobile, less than 5% of businesses have mobile enabled websites today.  In fact, 50% of small businesses have never even checked the appearance or functionality of their site on a Smart Phone!

4) It’s fairly easy to create a mobile website

Assuming the functionality and content from your current site are up to snuff (you know what they say about ASS-U-ME), creating a mobile website is reasonably easy.  This is especially true with tools like Marketpath CMS, or other web content management solutions, that allow you to leverage both your existing website content and content management processes, without having to start from scratch or add new processes to update your mobile site.

Marketpath allows you to easily manage your mobile websites within Marketpath CMS, updating content for both your regular and mobile sites at the same time, while delivering to traditional and mobile formats.

So why not give mobile users what they want and enhance your brand equity and reputation at the same time?

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Marketpath Named 2011 Innovation of the Year Finalist

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Marketpath named Techpoint MIRA Award finalist for 2011 Innovation of the YearMarketpath is excited to be named as one of three finalists for the 2011 Innovation of the Year Award as part of Techpoint's 12th annual Mira Awards initiative. The Mira Awards, which recognize excellence and achievement of Indiana's outstanding technology industry performers, annually include some of the technology industry's leading companies and individuals.

Marketpath is being recognized this year for a comprehensive internet marketing solution for automotive dealers, developed in conjunction with DriveVelocity, a Marketpath partner who specializes in marketing automation for the auto industry. The solution, branded "Customer Relation Automation," seamlessly integrates a dealer's website, campaign management, and CRM into a cost-effective and measureable solution to dramatically enhance the dealer's communications and marketing. The groundbreaking system seamlessly integrates previously disparate systems and processes, to drive customer interactions and enhanced service, while more clearly measuring results. Customer Relation Automation communicates and gathers data at key touch-points, providing a personalized, multi-channel experience for a dealer's prospects and customers, adding value and enhancing their experience throughout the customer life-cycle.

Congratulations also to Exact Target and i2iConnect, the other finalists for this year's Innovation of the Year Award. Stayed tuned until May 7th, when the winner will be revealed at the Mira Awards Gala. Marketpath looks forward to developing more innovative web marketing solutions in the future.

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