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Digital Strategy (79)


The Foundation of an Effective Website

Your website is where your consumers go to look for your contact information, browse your products, and find expert insight. If your site doesn't engage your users or provide the information they're looking for, quickly, they'll move on to the next search listing.

Here are three simple foundations that will improve user retention, generate repeat visits and quality leads, and increase sales.

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Published in Design

3 Steps to Improve Local Search Engine Rankings

There are many articles on the ranking factors of local search engine optimization. Most of the time, these articles contain information on the hundreds of variables that contribute to how your website ranks for local search queries.

We've simplified these ranking variables into three steps that can help you increase your local search engine rankings:


Are Your Local Listings Costing You?

In an era when phone books go from the doorstep to the recycling bin, most consumers use a search engine to find local business information. But if your listings are inaccurate or incomplete, you could be losing business.


What's The Silver Bullet for SEO

When it comes to search engine optimization (SEO), you may have a lot in common with the folks who work in tire sales and automotive repair.

Brian Canning is a 30-year veteran of the auto repair world who now serves as a business analyst, leadership and management coach, and team leader. He’s also a true believer in the power of search engine optimization – the art and science of maximizing your website’s appeal to search engines and making it easier for potential customers to find.

In this article at SearchAutoParts.com, Canning addresses a few misperceptions about search engine optimization; misperceptions you may share with his peers. Any of these sound familiar?

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Published in SEO

Take the Bus to Better Email Marketing

I love analogies, especially ones that draw on the visual senses to drive the point home. Here's one of my new favorites, courtesy of Louis Chatoff in a recent MarketingProfs.Com article entitled, In Email, Emphasize Quality, Not Quantity.Chatoff says you should think of an email marketing piece like an ad on a bus:


Connecting with Customers on Your Website

As a Point-Of-Entry Marketing agency, we encourage our clients to connect with their customers in all the ways they interact with their business, including their website. But if a company’s website isn’t designed with the end-user in mind, it can confuse and even annoy current or potential customers.

In their Get to the Point newsletter, MarketingProfs quotes Jonathan Kranz: “There may be nothing particularly ‘wrong’ about the design, the underlying coding, or even the writing, but these websites aren’t right, because they fail to connect with customers in any meaningful way.”

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Published in Design

Beauty Isn't Only Skin Deep: How Web Appearance Relates to Function

So, your website ranks at the top of a Google search. Great! But does it look good? And why should you care?

Researchers in Japan conducted a study to determine if there is a correlation between appearance and the perceived functionality of an object, like an ATM. They wanted to know if people would find the ATM easier to use if it was more attractive. And people did.

In a piece for The Signal, Karen Maleck-Whiteley recapped the study: “There was no real difference between the actual machines tested and how they functioned, but the one that looked nicer was consistently thought to be easier to use.”

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Published in Design

And He Said Unto Us...Blog!

Think simply having a website is enough to qualify you as a web marketer in this day and age?  His Holiness Pope Benedict XVI doesn’t. In a recent statement released by the Vatican, the Pope is encouraging his priests to use blogging as another way to preach the Gospel and reach those within and outside their congregations.  In the Associated Press Article written about the Pope’s embracement of blogging as a way to spread the word, Benedict XVI was quoted as saying:

"The spread of multimedia communications and its rich 'menu of options' might make us think it sufficient simply to be present on the Web," but priests are "challenged to proclaim the Gospel by employing the latest generation of audiovisual resource."


The Strategy Behind Discovery's “One Car Too Far”

Discovery Channel’s “One Car Too Far” strikes me as very interesting. It’s not just because a Jeep Wrangler is dropped in the middle of a Chilean rainforest and then driven out within three days by a gear enthusiast and an ex-marine, all while surviving the elements. It’s because of the marketing partnership Discovery and Jeep developed for the series, and the results they've enjoyed.

In this post, I’ll break down the motives and implementations of the companies' efforts and examine how they relate to a strategy used in developing content for the web.


5 Steps to Report an Inaccurate Map Marker

With so many people relying on local search, GPS devices and smart phones for directions, it’s more important than ever that your business have an accurate map marker.

Many people add their company’s location information to Google but make the crucial mistake of assuming the search engine will properly place their listing. Google only knows coordinates and where your business should be according to the information provided.

If your map marker is inaccurate, you could be losing business and never know it.  So, here are five steps you should take every time a lost customer calls.