'Creative Best Practices' Category

6 Reasons You Need an SEO Audit to Push Your Business in the Right Direction

Posted by Anna Johansson on December 8th, 2014 at 4:08 pm

For any business in the 21st century, having a strong internet presence is vital to brand health – which means you need a solid SEO strategy. SEO is a complicated practice, as strategies for ideal optimization change quickly. The best thing for your business may be an SEO audit.
Why is SEO important?
Customers must know a business exists before they can make a purchase. In the modern world, one of the best ways to put your business in a potential client's line of sight is making sure it appears on the first page of any relevant Google search. According to Chuck Aikens, president of Volume Nine, “Audits are created to pick up on the web design flaws – many of them outward facing – that you may have missed, forgotten about, or known about but forgotten to fix in the effort to keep up with trends and create new content. Audits spot a number of technical problems, like search engine errors, URL problems, title tag flaws, issues with robots.txt files…and many other issues.” Put simply, if your business appears even on the second page of Google's results, it may as well not exist.
Ultimately, achieving positions near the top of Google's first... Read more

4 B2B Marketing Trends: Sales Boosting Tips for 2015

Posted by Anna Johansson on December 8th, 2014 at 11:53 am

From monitoring analytics to creating a documented content marketing strategy, B2B companies must prepare accordingly if they are to reap great rewards in 2015. The opportunities for success will be there – it’s up to you as to whether you will implement the changes and technologies necessary to succeed.
The B2B Buyer Profile
According to successful marketing expert Heidi Cohen, the problem for most B2B marketers is that they don’t properly understand whom they’re selling to on the other end. While the end client is a business, the decision makers are real, live, breathing human beings. In her words, “B2B marketers must sell to real people. When making business purchases, their buyers employ the same online shopping techniques they’ve learned, used, and expect as consumers.”
What she’s saying is true, yet rarely understood. A businesses decision maker is a consumer and must be treated as one. This truth is further exemplified by looking at the data from Intershop’s August 2014 research of 1,500 corporate buyers. According to the numbers, 85 percent of B2B buyers make purchases while at their desk during business hours. One-quarter of business buyers regularly purchase on consumer sites. A healthy 64 percent say they purchase monthly without going through procurement.
The... Read more

2015 Mobile Marketing Predictions – from 2005 (Pt 1)

Posted by Rick Mathieson on December 5th, 2014 at 11:07 pm

Let’s just say I had a head start on my 2015 mobile marketing predictions.
In 2005, my first book, BRANDING UNBOUND, hit bookshelves proclaiming a new era for marketing – one where the most measurable, personal and direct link to consumers ever created would change the world of marketing forever.
Written in 2003 and 2004, and published in June of ’05, I prognosticated about Apple Pay, iPad, Google Glass, Nest – and trends like marketing personalization, mixed reality social apps, augmented reality and more.
The book came out in June 2005 - two full years before the first iPhone was launched and heralded seismic changes to our relationship with technology.
Advertising that anticipates what you want and offers it before you even think you want it.

Services that let you shop for pizza, music, books and movies – anywhere, anytime.

Offers sent to you in-store, based on your age, gender, location, stated preferences and past purchase history—and even what merchandise you’re holding in your hands,  in real time.

Mobile, social platforms that let you do everything from get your gossip on to facilitating real-world meet ups between “crushes” who happen to be within 10 blocks of each others' physical location.

Stores... Read more

How to Create Amazing Video Content Using Your Analytics

Posted by Colin Osing on December 5th, 2014 at 5:41 pm

All great marketers know – if your content isn’t performing well, you will need to dive into your analytics to see what’s really going on. The only way to optimize your content is to analyze your data, pinpoint areas of improvements, make the necessary changes and test - and it’s no different with video content.

While it might sound daunting to make changes to a complete video, it doesn’t have to be. There’s a formula to it really: divide your video into three distinct parts—Acts 1, 2 and 3—then analyze your drop-off rates for each section. When you think of your video as three separate pieces of content, it makes it much easier to analyze each section for variables and look for areas of improvement.

Design Visual Content that Gains Brand Attention

Posted by Winnie Brignac Hart on December 2nd, 2014 at 3:49 pm

Creating synchronized visual content for all your social networks is an important part of gaining brand attention and recognition. Here are the top five ways to make your social profiles and visual content align to emphasize your brand and grab your audience’s attention.
Tips for Branding Your Social Media Profiles and Posts
#1. Create Coinciding Profiles and Covers
Be consistent across all social avenues to gain recognition and success. Use the company’s logo or a variation of the logo for each social profile picture. Choose a cover image that coincides with the profile image as well.
#2. Create Watermark Guidelines
When using a logo or other icon with images, create guidelines regarding size and placement. Consistent logo sizes and placement are key to appearing legitimate.
#3. Limit Fonts and Colors
Limit fonts and colors to two or three for the majority of marketing and advertising. Reflect the company’s brand by creating fonts and themes that coincide with its identity. Consider what kinds of feelings you want your audience to evoke. Fun/Loud vs. Serious/Delicate
#4. It’s All in the Image
Since 90% of information is transmitted to the brain through visual representation, you will benefit from images with great design. Rely less on words and let the image or design convey... Read more