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Archive for the ‘Digital Marketing’ Category

Attract new customers, build relationships, and grow brand loyalty.

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How do your clients follow you online? If you are like the thousands of businesses who cannot know what sort of device your clients might use to connect with you at any given time, you need to cover all the bases. Smart phone, tablet, PC, laptop, mini tablet – no matter which way your clients or potential customers do their search, your website has to present a user-friendly, easy-to-navigate portal for that search.

Responsive Design is the answer. Find out what it means to drive [traffic] responsively.

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Can’t we all just get along? Hey, if Rodney King could get past what happened to him isn’t it time Apple got past isolationism?

With the current wave of tax news about how Apple is “protecting” taxable income through a variety of tax dodges, to the tune of $30 billion or more, you would think they could finally end the divisions of mobile devices.

There are a lot of talented programmers out there creating a ton of mobile apps at really need to be workable on my iPad, and even more iPhone apps being developed that should be compatible on Android devices. And wouldn’t it be great to actually see ALL YouTube videos active on all devices?

It might actually cost one of those billions to make it happen – I am not hardware oriented so I’ll give the benefit of the doubt. Even so, I will bet that if Apple execs appeared before Congress and asked for extended tax relief if they solved this problem, they would get to hide another $20 billion or so in new dodges.

Just saying.

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Great article that I spotted from an associate on LinkedIn, and a really important reminder about how quality content is more important than ever in SEO.

The article (http://searchenginewatch.com/article/2164438/Google-Cracking-Down-on-Unnatural-Links-Deindexing-Blog-Networks?goback=%2Egde_102662_member_104140400) details how Google has once more fired a warning shot across the bows of what it considers are unethically optimized websites. In particular the focus here is upon automated link building practices.

Quick and the short of it – Google has started to “take down” placement value of several websites that it feels have employed any form of electronic or automatic (as they refer to it, “unnatural”) link building. As with most Google moves like this, it is reactive to what Google has decided in Google’s own world and it is up to the general public and Internet Marketers to de-engineer the cause of the raucous.

Automated link building has been used by thousands of businesses and web enterprises around the world for as long as the tools to perform that task have been available. Everyone who understands what is required to achieve great Google page ranking also understands that incoming links to a website are one of the more valuable assets. We also know that dozens and many times hundreds of links are nt going to achieve the level of rank increase desired; most times it takes thousands in a highly competitive market.

I’ve been selling the opportunity to build inbound links to my clients for years, and always with the caveat that the process we employ requires manual creation of the links, anchor text, and content. It is slow and, if considered for the level of links required competitively, sometimes quite expensive to build out enough links to add some real value for a client. It always pays off over time, but it is not quick, cheap, or easy. The advantage has always been that the quality of fewer well placed links far outweighs whatever value comes from quantities of poorly placed links, though now that “natural” advantage takes on new prominence.

In a world where headlines win out over material, instant beats out long-term, and quantity is more easily recognized than quality, it appears that Google is trying to take us all back to a more “refined” view of the written word. And while it might be a pain and somewhat annoyingly secretive how it is accomplished, the simple fact is that content remains king (or queen).

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What you say, how you say it, and when you say it – these are the components of content that can make or break your Internet Marketing. Right from the very first words (and images) displayed on your web resources, to the last call to action you hope entices contact.

The process of compressing everything you want to say into a handful of words and a couple of images is a challenge. It is also the most important thing you will do when marketing, whether on the Internet or anywhere else. It is why a good marketing director or advertising agent can be paid a small fortune for what might amount to 100 words over the course of a year. If you can capture the spirit of your corporate voice and entice your audience to action all with a short phrase and a pretty picture, everything else will flow from that starting point.

Take for example the process we are going through with a client right now. This client has established an image for herself as a budget-conscious interior designer on the back of a static, somewhat cluttered presence. Her work and business ethic speak volumes for her, but she realizes that the Internet image she projects has handcuffed her to a limited audience. It is time for her to shine in the light of her personal image, and to get a message across quickly and effectively online.

It is our job to bring any visitor to this new website towards that image. Our initial discussions on the language of the home page for this new website illustrates the concern for tight focus upon her talent and high-end appeal, and still manage to convey her attractiveness as a designer for the budget-conscious. Say too much about “budget” or “affordable” and you turn off those looking for talent over cost, or even those without budget limits (got to love those!). Say too little about affordability and you lose your bread and butter clients who have more limited operating budgets.

You’ve heard the expression “a picture is worth 1,000 words”? Well, that doesn’t always mean that the words are the ones you want. So we are dancing around images as well, trying to send the simultaneous messages of “You Can’t Afford NOT to Use Me” and “You Can Afford to Use Me”. The very best work my client does for those with monetary constraints often leads to images that look much more costly than they were to create. In other words, the 1,000 words of some of these images might include “Wow – this looks too expensive for me!”.

As I mentioned, we are in the design phase right now and are having some fun working around the idea of “The Look for Less”. We are both pretty anxious to get through this phase and into development so that we can start to realize the vision, and begin some serious marketing. I’ll post on this client again when we get there – then you can decide if we managed to get the message right.

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Language is a funny thing. The more you think you have a handle on it, the more it seems to twist away from you.

Take your initial feeling about the title of this posting; something bothersome about it? The expression that comes to mind after reading the first 3 words is “read it and weep”. That is, of course, if you accept that it was meant to be in the future tense – to read something and then weep about it. Yet had you already done that, you would have read this (read that “red”) and wept.

Reminds me of a political expression: If the right is wrong and the left is not right, is what’s left right?

You can’t take for granted that anyone reading what you have written will interpret the printed words as you intend. Sometimes you have to step back and visualize the possible misinterpretations. At least you had better if the words you have written are meant to be a marketing message. Internet Marketing is as much about interpretation of message as it is about the message itself.

It’s been said that words have meaning, but the real sense of that expression should be rewritten as words can have multiple meanings. Using the Internet to push your message often means that you have to be crisp and direct. That doesn’t mean to be a deep-fried guide, it means to be to the point and plain-spoken; but as you can see, with just the slightest misinterpretation we can be places we never wanted to be.

This is one reason why images merged with written content can help deliver a message better than words by themselves. A marketing message that shows and tells works better than one than only tells – picture worth 1,000 words and all. If you’ve got it, flaunt it.

What’s the message here? Crisply: words are important. Directly: write with your audience in mind.

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