Transparency in Marketing Is Key 0

Transparency in Marketing Is Key

Posted by on May 12, 2017 in eMail Marketing Services, Search Engine Optimization

Why Transparency in Marketing Is Key

 

Say goodbye to gotcha marketing
One of my long-time dentist clients recently received an email from what appeared to be a staff member of a dental practice in another state. The email gave him props on his blog articles and offered to let him use a dental health-related infographic that their practice had developed. He forwarded this offer to me to check out, and while the English looked a bit odd (smacking of a possible SPAM email), there was no doubt that the attached infographic was informative about gum disease. I reached out to the author of the email offer, “Victoria”, to let her know we were writing a blog that Friday and would like to take her up on the offer to use the infographic. When I received her reply the next day, again it was written awkwardly as though maybe it was coming from another country and not the actual dentist’s office. Oh and there was an embed code to add with the graphic pointing to the dental practice who supposedly developed the graphic. As a routine part of our vetting process, I called the dental practice shown in “Victoria’s” email domain since there was no actual contact information in her email, another indicator we should probably validate the offer. When I called the practice, the front desk had never heard of “Victoria” nor the infographic.

The story goes on straight down a spiraling rabbit hole. The front desk asked me to forward Victoria’s email to them. Then start the psychotic emails from “Victoria” asking why we accused her of all sorts of crimes against humanity. Turns out that “Victoria” is just a fictitious name used by a third party marketing firm hired by the dental practice. Also turns out that in fact “Victoria” is European and while the dentist nor his office knew the tactics this third party marketing service was employing, they seemed to be okay with it once we spilled the beans.

This is trick marketing. The SEO marketer who came up with this marketing strategy knows this. While their defense was “no webmaster would return their emails if they thought they were dealing with a third-party marketing firm versus the actual dental practice”, it’s still deceptive.

Today customers have more choices than ever, and customers choose to do business with companies that are honest and transparent. We’ll pay more to do business with companies who refrain from gotcha-marketing. No one likes to feel like they’ve been bamboozled–whether that’s not being upfront about the actual person sending the offer, offering marketing tactics that don’t deliver any value, or sending out offers that make a customer look bad.

The marketer is faced with two roads. One road is paved with gimmicks and tricks that confuse customers into clicking or taking action. The other road is lined with a value-added service. We would have used that infographic and given a backlink and credit to the other dental practice had the marketer been transparent.

Moral to the story—when selecting a marketing firm, ensure they are upfront and transparent because after all, they represent YOU.

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SSL Certificates 0

SSL Certificates

Posted by on Mar 21, 2017 in Internet Security

internet security

You Need an SSL Certificate for your Website Now

Does your current web hosting plan allow you to enable HTTPS?

In the Introduction to WordPress Security article in the Wordfence Learning Center, they explain why it is crucial to only log into your website via a secure connection. If you aren’t currently logging into your site securely, drop everything you are doing and go fix that right away. The cost of an SSL certificate is minimal (for instance Go Daddy’s annual SSL certificate is about $70). An attacker who is listening to your network traffic can steal your username and password, taking control of your website if it is not secured. The cost of restoring your site after a hack is expensive and depending upon the severity, could cost thousands given downtime, reinstalling software, restoring backup, etc.

There are additional benefits to running https. It will improve your SEO rankings and it will protect any other data you are capturing via forms and payment screens on the rest of your site.

We strongly recommend that you run an https-only website. If you need help purchasing and implementing an SSL certificate for your site, please email us at info@kristieakindesign.com.

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Email + Social = Engagement 0

Email + Social = Engagement

Posted by on Sep 1, 2015 in eMail Marketing Services

Social Media Consulting OKCDeploying Social Tactics to Deepen Your Subscriber Relationship

In the ever-evolving landscape of email marketing, social media is playing a more integral role in the subscriber relationship. It’s critical that we as marketers learn to use our email marketing programs to deploy effective social tactics that respond to the customer life cycle and engage beyond the first click. In this whitepaper, we will outline five tactics to leverage in your email strategy today to drive impact from the basics of social sharing to advanced mechanics such as social shopping.

Whether it’s implementing social content in your email marketing or utilizing social channels to deepen the breadth of your customer service, it’s important to identify how your customers and prospects identify with your brand and drive tactics that facilitate immediate engagement.

Is Social Necessary?

The reality is that implementing social media tactics into your email marketing mix shouldn’t be done simply because everyone else is doing it. Depending on your business objectives, deciding how and when you will use this mix is critical. In addition, it’s imperative to ensure you have the appropriate resources. Here are a few questions to ask yourself:

1. Do we have “share-worthy” content?
2. Can we measure the impact?
3. What kind of content/offers should we develop that give subscribers value?

After you’ve answered these questions and believe that social tactics will deepen the subscriber relationship, it’s time to begin defining how you will integrate social into your email marketing mix.

 

Read the full article at iContact.com here.

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Quality Content Helps SEO 0

Quality Content Helps SEO

Posted by on Dec 17, 2014 in Search Engine Optimization

seoWe have heard a lot of buzz recently such as, “you should be blogging or you should be posting on social media to get your search rankings high,” as if it’s some sort of magical thing that makes all of Google suddenly adore your website. Even though it’s not “magical”, it is useful information, and here’s why:

Blogging alone won’t help with SEO

The only difference between a blog and every other page on your website is that a blog tends to be published in the form of individual posts in reverse chronological order with the option for users to leave comments on each post. And when most people talk about blogging, they’re usually just talking about adding content to a website on a regular basis. Most low budget SEO providers say, “You have to have a blog and you have to write x number of posts per month.” You hire them and they pump out barely researched content that is loosely related to your industry. Please beware because this won’t help much with your SEO effort.

Quality content will help with SEO

After the changes Google’s made over the past few years, creating quality content and publishing it on your website is the only way to get ranked for anything worthwhile. Whether you publish that content on an existing page of your website or on a blog does not matter a hill of beans. Just as long as you’re creating quality content and doing it rather frequently.

What is quality content you may ask?

It depends on your goals of course–the type of content you write, and the type that constitutes “quality content” will vary dramatically depending on your goals. I’m going to make a big assumption that since you are reading this article, your goal is to drive more qualified organic search traffic with the intent of converting that traffic into customers. So if the goal is driving organic search traffic, then quality content is content that matches the searcher’s intent as closely as possible, and does so better than your competition.

Searcher’s intent

What I mean by “searcher’s intent is the ultimate goal of the searcher when he or she types something into the search engine.

To give you an example, SEO is one of the major things we do. But when someone types, “SEO”, they might be looking for an SEO firm, or they might want an explanation of the term, or they might want to get a job in SEO, or about a hundred other possibilities. Sometimes it may be too difficult to determine the intent of a search query, so you can start more specific. “SEO jobs” for example.

When it comes to creating quality content, there’s a happy medium in there where you get specific enough to understand the searcher’s intent, but not so specific that your content doesn’t bring in any traffic.

Better than the competition

To recap, quality content is content that matches the searcher’s intent as closely as possible, and does it better than the competition. In the end, we’re competing against everyone else for traffic in the search engines. In order to do better than your competition you need to create better content.

Pick a search query you want to rank for, then search it on Google. Does the ranking competition seem to understand the true intent behind that particular search query? Does their content match that intent? Could you do it better? If so, you may just be able to make some headway on that keyword.

The bottom line is that blogging alone won’t help you with SEO. But spending time to figure out the keywords your prospective customers use to find you, the true intent behind those keywords, and how well the competition is matching that intent will help you determine what kind of content you should create and whether it will have a chance of driving quality organic traffic to your website.

If you then create that content, and you do it well, then your SEO will improve.

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Email Marketing Tips from Constant Contact 0

Email Marketing Tips from Constant Contact

Posted by on Feb 11, 2014 in eMail Marketing Services

email-frustrationConstant Contact came out with a very clever video about what drives your email readers crazy! We’ve all had one of ‘those’ emails drop into our inboxes—the kind that make steam start to come out of your ears! Well, you may be unintentionally causing the same reaction in your readers because of a few mistakes, BUT the good news is that they’re easy to correct!They narrowed it down to a top five list entitled “5 Things Your Email Readers Hate”. Must of these are common sense, but you’d be surprised how many of my own clients commit these infractions. Click on the video to watch and learn or read their blog article below.

I’ve picked out 5 of the top things that email newsletter readers hate, and how to avoid or fix the issues:

1. Receiving unsolicited emails

No one likes to find out that they’ve been added to a mailing list ‘by surprise’, and atConstant Contact we take ‘permission only’ list building very seriously.

However, sometimes even properly opted-in subscribers can forget or misunderstand why an email is being sent to them.

To prevent this make sure you do the following:

  • Use a “from” name & sending address that your audience recognises. Include your name and your brand name if you can.
  • Always use the SAME from name and email address so they know who you are.
  • Include a permission reminder and tell them why they are getting your emails. This will reduce your unsubscribe rate AND the number of spam reports you receive.
  • Use your logo and branding, so that readers instantly realise that it’s you.
  • Most importantly—always ask permission to email them.

2. Not being able to read your email on their mobile

The majority of smartphone owners read emails on their mobiles these days, so your readers need to be able to read your newsletter on their phone.

A few key factors will make all the difference:

  • Use a single column template for your email. This approach makes your content much more flexible for all screen sizes (Consulting Card and Consulting Newsletter are two good Constant Contact templates for this purpose).
  • Use fewer images in your email. No one wants to see a whole email full of big red Xs, so only use a couple of key images essential to your email.
  • Don’t embed text in images. If you have text overlaid on an image, and that image doesn’t show, then the text is lost too. So make sure that you keep images and text separate wherever possible.
  • Keep it shorty-short-short! People have short attention spans online—when they are reading on a tiny mobile phone screen, it gets even shorter! Don’t make them scroll, just share the bare essentials. It may help to think in sound-bites!

3. When it’s hard to find your contact details

I get your email and I want to take advantage of your product or offer, but wait! I can’t find your phone number or website address to go and find out more or place an order. Make sure that your contact details are included clearly on your email, so that your readers can get in touch.

4. Stupid spelling mistakes

Now that spell check is a normal part of everyday business life, readers have an even lower tolerance of spelling errors than they did before. Spelling mistakes make it look like you don’t pay attention to detail, and that’s not a good message to send to a potential customer!

Spelling is super-easy to fix though. Just run a spell check on your newsletter before you send it out (Constant Contact has one built in!)

If you want to make doubly sure—have a friend or colleague (who can spell!) proofread your newsletter before you hit send.

5. Not finding the content valuable

Your readers subscribe to your emails because they want to know what you have to say—whether that’s info about your latest offers, useful tips, or expert insight into your industry. So, you just have to remember to give them what they signed up for!

This is not hard, I promise, and the easiest way to stay on track is to ask your readers if they are getting what they want from your emails.

On a month-to-month basis, you can also keep on top of this potential issue by asking yourself two questions before you send:

  • Would my average subscriber read right to the end of this email?
  • What’s the one big thing that my reader will take away from this?

It’s not hard to avoid these problems

So go ahead and put the above tips into practice. I’m sure it will make a difference.

 

 

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Protect Your Site from Hackers 0

Protect Your Site from Hackers

Posted by on Jan 12, 2014 in Internet Security

cyber-crimeIn the last year, more and more of my clients have gotten their website hacked.  There are a few simple steps you can take to help prevent cyber-criminals from accessing your website:

  • Software Updates.  Old software makes it easy for cyber-criminals to compromise your site by using widely available exploits. If you have a WordPress site, keep the software and Plug ins current. 
  • Change Passwords and Make Them STRONG. I recommend that my clients change the passwords for their FTP, WordPress dashboard, etc. routinely. Don’t use your name, company name or any easy to figure out combination.
  • Limit Access. Make sure you know who has access to your servers, and that only those people are accessing your servers. If you allow someone access to your FTP temporarily, be sure to cancel that user login once the task is complete.
  • Check Your Server Frequently.  If you have a WordPress site, check your Theme Functions and Header for malware. An unexpected spike in traffic will help alert you that your simple webserver has been turned into a costly spam site.

Just because your company may not store customer credit card data on their server, doesn’t mean it’s not a target. Criminals will use your servers to attack others or to market items like Viagra or Pay Day loans. Taking the time to follow the simple steps above could save you a lot of time and money in the long run.

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