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Why Metrics Matter for Small Business

Posted 4:00 AM by
Marketing doesn’t work without measurement. It’s a simple concept, but one that frequently gets overlooked. Ensuring that limited marketing resources (dollars, people and time) are used wisely is critical for all organizations. But metrics especially matter for small businesses because the margins for error are small.Your company should, at the very least, have a website and Facebook page. These are the first stops for a potential customer looking to find out more about your business. Now consider whether these online storefronts are adding value for your organization. Are they increasing visibility for your brand? What impression are... Read more →
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The Elusive Reality of Effective Website Marketing

Posted 9:05 PM by
Improving website visibility requires more than a nice looking website. Most small businesses fail at driving traffic to their site and here's why.... Read more →
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Why Use Instagram for Your Business?

Posted 7:21 PM by
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... Read more →
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The Peters Group Re-Brands and Launches New Responsive Website

Posted 10:15 PM by
The Peters Group, formerly known as Affordable Sprinklers LLC, launched a new website this week, to support their company rebranding and digital marketing initiatives.A locally owned family business that has been active in Indianapolis for over 10 years, The Peters Group is a leader in Indianapolis irrigation and lawn care, landscaping, and outdoor lighting services. Chris Peters, the founder and president of The Peters Group, feels that the new site is a dramatic improvement over the company’s previous website and that it does a much better job communicating the organization’s strengths and capabilities  - to create and maintain... Read more →
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Three Ways to Create Website Credibility

Posted 4:51 PM by
In a previous post, I wrote how website credibility, or creating credibility with your website, should be a small business’ number one objective.  In my post, titled Credibility is Paramount for Small Business Websites, I suggested that creating credibility for your organization should be a significant part of your website strategy, possibly even more so than site visibility (via search engine rankings) - although both strategies should be connected. The basic reason for this is that credibility can dramatically impact not only your online conversions, but offline conversions as well, which can lead to greater sales and enhanced brand perception.So... Read more →
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Was Net Neutrality a Loss for the American Public?

Posted 1:41 PM by
Yesterday the D.C. Circuit Court of Appeals struck down the FCC's net neutrality rule. There are many pundits who are claiming this is the end of free expression over the Internet and the beginning of content censorship. With this ruling Internet providers now have the legal authority to block, slow down or speed up any content they want that is delivered over their networks. Imagine MSNBC paying Comcast and AT&T to speed up and prioritize the delivery of their content so that a rival like Fox News gets relegated to a slower speed or blocked entirely. Or... Read more →
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What Does Google’s Hummingbird Mean for SEO in 2014?

Posted 8:41 PM by
Semantic Search.That’s the phrase to keep in mind with the introduction of Google’s new Hummingbird algorithm. While previous updates Penguin and Panda were modifications to the company’s existing algorithm, Hummingbird is a complete replacement. What does that mean for SEO? In a nutshell, the days of extensive keyword data are over – at least in regard to individual search terms driving your site optimization strategy.Hummingbird is based on semantic search, which means that individual terms are no longer the main driving force behind what gets found during an online search. Instead, Google provides results it believes... Read more →
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Top 5 Best Practices in Franchise Website Design

Posted 8:25 PM by
Franchises have an interesting dilemma when it comes to search marketing and website design. The corporate hub usually maintains overarching control of the brand, but local franchisees need a relevant website that connects with their nearby customers. To ensure that local franchisees are able to develop a robust presence in their market while adhering to corporate mandates requires a delicate balance. Below are the top 5 best practices for franchise website design and marketing.Defer to Corporate on Branding: Your franchise has likely built its multi-million dollar brand through years of trial and error. Though you have rights as... Read more →
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What are the Right Social Media Networks for Your Business?

Posted 4:00 AM by
How does a business choose the right social media platforms? Facebook, LinkedIn, and Twitter have been around for several years now. Pinterest and Instagram are gaining traction. But many businesses are still trying to figure out ways to leverage the technologies.The first step in choosing the right social media platforms for your business is to identify your goals. Consider why you want to use a particular network. Do you want to increase customer engagement? Is your primary focus establishing an audience? Maybe it all comes down to sales? Take some time to work through the reasons your business could... Read more →
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Blogging – The Small Business (Not-So) Secret Weapon

Posted 1:59 PM by
Small business owners may find themselves unsure where to focus their online marketing resources. Email endeavors, newsletters, and the plethora of social media options (Facebook, Twitter, LinkedIn, Google+, Pinterest and so on) – the number of channels can be overwhelming. And finding the time to dedicate enough resources to those efforts adds another layer to the puzzle. That’s why the simplicity of business blogging – the not-so-secret weapon of a small business – is so appealing.Blogging may seem unsexy compared to some options, but it works. Here’s how:Blogging creates credibility – Potential customers are looking for expertise. Blogging... Read more →
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Credibility is Paramount for Small Business Websites

Posted 9:18 PM by
When discussing website strategy, everyone likes to discuss visibility and conversion, but for many small business websites, generating credibility may be the most important factor in your online success. Your website is the new yellow pages for any small business – it’s the first place any prospect will go when they want to learn more about your company and what you do. Even if a prospect doesn’t find your business via search or online marketing, but rather through traditional sales, marketing or word of mouth, they’re still more than likely to visit your website.Why? Possibly to learn... Read more →
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What is the Value of Your Time? The Case against Open-Source CMS

Posted 5:06 PM by
The debate has raged on for years now about the value of an open-source Content Management System (CMS) versus the on-demand Software-as-a-Service (SaaS) CMS model. Yes, Wordpress, which holds a large chunk of the market, is free. Anyone can pick a template and toss something up on the web. And everyone likes things that are free, right? Perhaps, but you also get what you pay for.The concept of a free CMS is a bit misleading. Yes, it’s true that open-source code is developed by a community of people who offer it to... Read more →
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Four Questions to Help You Select the Perfect Website Design Company

Posted 2:54 PM by
Selecting the right web designer for your website can be a tough decision. Costs, levels of experience, and expected outcomes all factor into the pick. You’re not alone if it all seems a bit overwhelming. But it doesn’t have to be if you keep your process simple and focused. Consider these four questions for selecting the perfect website design company:Can you show me some examples of your work? A simple question and one that should be completely expected by a design firm. Of course you want to see what prospective company has done of late. Do they... Read more →
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Website Magazine Names Marketpath One of Top Content Management Platforms

Posted 1:06 PM by
Marketpath is honored to have Marketpath CMS, our easy to use website content management system, named as one of the industry’s Top Content Management Platforms by Website Magazine. Last month, Website Magazine selected Marketpath CMS as one of their Top 50 Web Content Management Platforms (CMS), based on extensive evaluation criteria. Although Marketpath is primarily focosed on the small to mid-sized businesses and organizations, Website Magazine's rankings included solutions focused on all areas: enterprise level, small business, open source, etc.                                                  Website Magazine (www.websitemagazine.com) presents expert information for website and marketing professionals on how to succeed... Read more →
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Happy New Year - Content Marketing 101 Refresher

Posted 1:15 PM by
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... Read more →
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Online Marketing Strategy is Changing

Posted 12:36 PM by
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. ​Are you... Read more →
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3 Solutions to the Same Project

Posted 1:27 PM by
We met with a prospective client last week to discuss their upcoming website redesign & development project.  This prospect is your typical small business where the owners make all of the decisions without much input from the rest of the staff.  There isn’t a dedicated marketing department, nor is there a “techie” on staff.  If you’re a small business owner, this situation may sound familiar…and you can vouch that it’s not easy.Any vendor selection process is an exercise in analytical skills.  The two owners that we met with aren’t website guys.  This whole process is... Read more →
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5 Signs You've Hired the Wrong SEO Firm

Posted 10:12 AM by
When the time comes to hire an SEO agency to help boost your online presence and rankings, chances are you’re going to have a lot of questions.  This is okay.  I’ve been in and around the industry for close to six years and I am no expert.  Whether you’re a novice, someone who knows enough to be dangerous, or a seasoned veteran looking for some help, these 5 signs will help you eliminate a lot of so called “experts”. Guaranteed 1st Page RankingsNo SEO company can or should offer a guarantee for first page rankings for your... Read more →
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Is Pinterest Really Useful for Business?

Posted 5:51 PM by
Everyone’s new favorite social network, Pinterest, has been creating front page news for a few months now.  The site has had an explosion of users and has garnered attention because of it.  And just as anyone who follows this sort of thing closely could predict, with the explosion of users came the marketing expert’s advice on how to use it for business.  There are hundreds of blog posts titled “X ways to use Pinterest for business” and “X has crazy, stupid success on Pinterest, and your business could too!”  Before you go jumping onto the bandwagon, there are... Read more →
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Creating Compelling Content

Posted 8:00 PM by
Here at Marketpath, we help companies redesign and launch brand new websites with an easy-to-use content management system on the backend.  One challenge that we often run into, however, is gathering compelling content from our clients.  This is a widespread problem, not limited to just Marketpath’s client base, but to anyone that is redeveloping their online presence.  The dreaded “okay, now what do we say?” question always seems to arise.Does your content make me want to do this? Unless you’re paying an outside PR firm or freelance copywriter to write your website copy, it’s... Read more →
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How Easy is Marketpath CMS? Build a New Web Page in Minutes!

Posted 9:13 PM by
The holidays and the Super Bowl are over, so it’s time to get back to our “How Easy is Marketpath CMS” series.  This week, we’ll demonstrate how easy it is to create a brand new web page using Marketpath CMS, our web content management system for small businesses.   Think about it.  Marketpath lets you create any type of new page in minutes: new product pages, promotional offers, event pages, news, resources pages, project galleries, and more.  Now days, online success is all about content marketing - and we’ll let you easily create the content and calls-to-action... Read more →
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Online Tutoring Service Selects Marketpath for Web Content Management

Posted 12:00 AM by
Mr. T's Online Tutoring recently launched their first website, selecting Marketpath for web content management, website design, and search engine optimization (SEO) services.  According to Chris Travers, Mr. T's founder, he selected Marketpath based on Marketpath's expertise with small business websites and the ease of use of Marketpath CMS, their web content management solution.  "Marketpath made it simple for us to launch our first website, providing the service and guidance needed to intoduce our brand to students in both North and South America," said Mr. Travers.Mr. T's Online Tutoring provides personalized, convenient and and affordable... Read more →
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How Easy Is Marketpath CMS? Add a Video to Your Site in Minutes!

Posted 12:00 AM by
This is our second post in our “How Easy is Marketpath CMS” series.  Last week, our video showed you how simple it is to add SEO friendly images to your website using our easy CMS.  This week we’ll demonstrate how effortless it is to add a video to your website using our web content management system for small businesses.   The best way to enhance your organization’s online marketing is to give your team a solution that makes managing and marketing your website easy.  With Marketpath, you don’t need technical experts adding unnecessary time and cost to your... Read more →
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5 Elements of Great Website Design

Posted 6:59 PM by
A lot of times, before we can implement our content management system, our clients ask us to redesign their website.  While we are always happy to provide this service to our clients, I wanted to cover a few of the aspects of what makes a website design successful.  It goes far beyond pretty pictures and colors and dives into what truly makes your business work, focusing on your business goals, objectives and visitor behavior. Here are five items to take into consideration before and during your website redesign process.Website Design is a Hands-on Process1. Clearly Branded and Aligned... Read more →
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The Sweet Life of a Website Cookie - Crumbles Revealed

Posted 7:46 PM by
Most people probably don't know this but every time you visit a website a "cookie" is placed on your computer. Not the type of cookie shown in this picture (which is one of my favorites - white chocolate chip macadamia), but the type of cookie that helps website owners track information related to their visitors and improve the overall user experience.Here's how they workA cookie is simply a character string representing a key/value pair (e.g. "visitorID=23498EFDAB323"). These key/value pairs are sent back and forth between your browser and the website's server with every... Read more →
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5 Lesser-Known Benefits of Software-as-a-Service

Posted 2:50 PM by
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 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... Read more →
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4 Reasons You Need a Mobile Website

Posted 6:07 PM by
A 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... Read more →
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