If You Build It They Will Come





Every organization must be prepared to abandon everything it does to survive in the future. Marketing Guru Peter Drucker

Building content strategies is integral to the success of your business.  Without establishing a road map, goals, and tactics, how will we ever be able to articulate who is purchasing our products and/or services?

Consider every big purchase you have ever made.  Consider your habits.  Thinking of how I make purchases, I want to know how your product or service can solve my problem.  I visit free consumer-driven websites with social networking and photos, features and reviews that help me narrow down my choices.  I want a site to give me answers to questions I didn’t even think to ask. I want a good story so I can see that you get it. Great content drives quality leads and those leads can result in sales. Continue reading

A well planned strategy for Video Marketing

Some have been calling 2015 “The Year of Video Marketing.” In a time where we want to process information quicker, videos can help prove that showing may be faster than telling. We’ve discussed how video is a great way to market your business. But what is the next step? If you choose to add video to your marketing strategy there are several things to consider. What would my audience be interested in? What type of content will I be producing? How will my videos be found? How can I increase my following?

The most important decision you need to make is your video content. You may choose to have entertaining, instructional or inspirational videos. Or, have a combination of all three and see what works best for your audience. You want to make sure that your videos are interesting to make them worth anyone’s time. The content of your videos can also help determine the quality of videos you are going to produce. Continue reading

Why invest in SEO?

I recently had a discussion with a client that said some of my competitors who were trying to win the business away from me were suggesting to him that they would stop SEO efforts and focus on Adwords, as in their opinion, Adwords can show immediate results and Google is constantly making changes to their algorithms which means some more time might be required on the SEO strategy.

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Mobile Micro Moments: Searching for Success

Laptop tablet smartphoneAs if the hangover from Mobilegeddon wasn’t enough, just yesterday Google officially announced that for the first time, more searches come from smartphones and tablets than from laptops and desktops.

While they haven’t yet released exact percentages or a complete list of countries, according to Google, smartphones alone account for more than half of searches in 10 countries – including the U.S. and Japan.

Jerry Dischler, VP of Product Management at Google, had this to say about the shift: “The purchase funnel is officially dead. What we’re seeing now are these shorts bursts of activity that we’re calling micro-moments. We see the new challenge for marketers is to be there at those moments anytime, anywhere.”

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Remember Y2K?

mobile_blogIf you are old enough to remember Y2K (if you have to ask you’re not old enough), a significant issue with computers and how they dealt with dates looked like it could cause big problems. What it did was create revenue opportunities for some companies and nothing much really happened. We chose to wait and see.

Google had announced a major algorithm change but did not supply any details other than April 21 was the day and it would affect mobile, somehow. It started to look and feel like another Y2K all over again. No real information, no real understanding but something big was about to happen that would affect us all. And, a lot of companies in our industry were looking to make a quick buck based on this lack of information by fixing all those non mobile friendly sites out there. Continue reading

It’s what’s on the inside that counts


Customers are in a state of content shock. We could get into a debate about the semantics of how crucial it is to measure the impact of your content, but all the audience really wants us to do is excel in our creativity, our ability to educate, and/or our ability to entertain.

The true measure of great content is the same as the true measure of great people: It’s what’s on the inside that counts.

So how do we alleviate this content shock and begin to cultivate a loyal audience? Continue reading

Captivate your audience with a story

If you are running a business, you may be thinking of a way to beat out the competition. One emerging trend is visual storytelling, telling a story of who your business is, rather than focusing on current sales or latest promotions.

Herschel Supply Co.Herschel Supply Co. manufactures backpacks, bags, travel goods and accessories. Through their creative use of photos, they show that there is more to this brand then just what they sell.

Visual story telling allows you to create an emotional connection with your customers and stand out as a trusted business.

Getting personal
When thinking about promoting visual content in your marketing strategy, is there a way to go beyond what you would normally discuss on your “Services” and “About” pages on your website? Don’t be shy of letting your audience know about your business. Is there something your company is passionate about? Let people learn about your team. People like dealing with people that they can relate to. By being transparent and showing who your business is and what your brand is about, you will be captivating your audience and generating interest.

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Mud Run – Marketing

I often use analogies when discussing marketing strategies with clients to make sure we are on the same page and understanding of whatever topic is on the table.

Today I decided that I would compare marketing to a race. I use to think of it as a marathon, meaning you’re in it for the long haul. I know it’s definitely not Continue reading

The Future of Digital Marketing

business-strategy-pyramid-shows-teamwork-marketing-and-plan_fJ_uBfDOAccording to the Digital Marketing Institute, Digital Marketing is the use of digital channels to promote or market products and services to consumers and businesses. Wikipedia expands on that definition further, explaining that digital marketing is marketing that makes use of electronic devices such as personal computers, smartphones, cellphones, tablets, TV, and game consoles to engage with stakeholders.

When I delved further into the topic, I came upon a few articles that stated, “Digital Marketers Are Facing a Crisis”, and “Digital Marketers Are Headed For a Wipeout”, explaining that there is a skills gap in the global industry, and that marketers don’t completely understand the technology behind digital marketing nor do they know how to successfully craft and execute a digital strategy or measure ROI.


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Google Mobile Search Rankings – Part 2

mobile_blogAlmost a month ago, I talked about the coming changes that Google had announced it would be making to it’s search engine results. Next week, Tuesday to be exact, Google has said they will be changing their search algorithm so that mobile friendly will become a ranking factor for search engine results.  Specifically, they said they will expand their use of mobile friendly as a ranking signal.  Continue reading