Proliferation

Feb 17
0

How Important is Your Website’s Homepage?

By | web development | No Comments

Once upon a time, the homepage was considered the single most important page on a company website. With shifting search algorithms and the continuing rise of social, however, times have changed; according to a New York Times innovation report, homepage traffic has declined by nearly 50 percent in the past two years.

And they’re not the only ones. Across the Internet, home page clicks are increasingly replaced by visits to landing pages, blogs and other more specific website content. For those working in Web development, this poses an issue — how much weight should be placed on the homepage, if any?

The truth is, the importance of the homepage varies depending on the business, as well as the website and how it operates. For clickbait news sites such as Buzzfeed or Gawker, the vast majority of traffic comes from social referrals, which lead viewers to a specific article or story. However, for your standard business specializing in goods and services, the opposite is true.

For the average business, website visitors need to know three things upfront:

Who are you?

What do you do, make or sell?

Why should customers choose your business?

The homepage is often the first impression viewers will have of your website or brand — so it needs to be flawless. Set a clear visual hierarchy behind your Web development and follow through on that hierarchy with the design. Frame information in a way that caters to customers, and be sure to present information in a clear and concise manner.

Not only should a homepage provide adequate information about your product or service, it should include a call to action that makes conversions easy — some clear way to get started. Don’t just bring in new customers, turn them into long-term customers.

While the overall Web development landscape has changed, the homepage remains a quintessential conversion tool for most businesses. Earn your visitors’ attention with a clear, smart homepage that tells your story — and makes visitors want to get involved.

Feb 16
0

Runaway Box Office Hit ‘Deadpool’ Has Its Viral Marketing Campaign to Thank

By | advertising | No Comments

For a movie starring a rather unconventional protagonist, a by-the-book traditional marketing strategy is the last thing you need.

At least that’s the approach the marketing agencies behind 20th Century Fox chose to take with Marvel’s raunchy new superhero comedy, the R-rated “Deadpool.” Since the weeks before Christmas, Marvel superfans and plebeians alike have been inundated with every kind of marketing technique imaginable — from billboards and emojis to cheeky email newsletters and even fake Tinder profiles.

Fox’s viral marketing campaign has been an unprecedented success: “Deadpool” obliterated any and all competition over its four-day opening weekend, earning a record-breaking $150 million domestically at the box office. Smashing records for biggest R-rated opening weekend, biggest R-rated Friday, Saturday and Sunday and biggest 20th Century Fox debut ever, Marvel’s sassy, fourth-wall breaking superhero is clearly nothing to be messed with.

While initial reviews of the film have been generally positive, the real success of “Deadpool” can be attributed to its unconventional viral advertising. The marketing agencies behind the film deftly toed the line between cheeky and downright risqué, with everything from a Burt Reynolds-inspired fireplace pinup spread to a blatant TV rip-off of “The Bachelor.”

Despite the film’s R-rating, Fox’s marketing agencies catered to audiences of all ages, with an emoji-only billboard widely misread as “skullpoopl” (an ad featuring the word “skullpoopl” instead of “Deadpool” would soon follow). Speaking of emojis, a whole line of “Deadpool” emojis was released, featuring everything from blood splatters to unicorns.

In addition to a wealth of borderline-NSFW sexual innuendos, the “Deadpool” marketing campaign unabashedly trolled its audience: one ad capitalized on the film’s Valentine’s Day opening with a satirical billboard evocative of a Nicholas Sparks movie (complete with the tagline “True Love Never Dies”), while another advertised Deadpool’s “great ass” by having the character assume a Bettie Page-esque pinup pose.

In a market saturated with your standard superhero flicks, the film’s offbeat approach panders to the less traditional among us. If the numbers are anything to show for it, an unconventional, genuinely creative marketing campaign is the way to go for agencies looking to make an impression.

Feb 16
0

Crafting User-Friendly Titles for Content Marketing

By | content marketing | No Comments

On average, people only read about 50 percent of the content that they encounter while browsing online. Let’s face it — with so much information readily available at our fingertips, it’s inevitable that most people aren’t going to digest the majority of what’s written in a lengthy article, no matter how informative or interesting it is. If you want to increase your presence in content marketing in Utah or elsewhere, this means that you have to create fully-enveloping, diverse and dynamic titles to both capture and maintain your audience.

Online Readers Scan for Prominent Headlines

Readers may not devote their undivided attention to reading an entire article. What they will do, however, is scan. Perhaps the first thing that a reader does while browsing online articles is scan through the prominent headlines before deciding to spend the time and energy to actual read what’s written therein. This means that you only have a limited number of words to capture the attention of your reader. This is where content marketing comes into play — whether you’re in Utah or on the East Coast, it’s critical that you make every word count.

Titles Should Reflect a Consistent Dialogue

Content marketing, whether it’s done in Utah or the Midwest, is only effective if the audience believes that you are a reliable, trustworthy expert in your field. Every title and headline should be specifically reflective of the ideas and verbiage that follow. A reader will feel misled if you propose an unrelated topic or question in your title, and then go on to discuss a completely different topic within the content.

First Appeal to Readers, Then Focus on SEO

Although the use of keywords in titles and headlines is important, readability is more important. Your target audience should be first in mind when crafting the perfect title — and if your preferred keywords fit within this framework, count it as an additional bonus. A few ways to write titles with your target audience in mind can include posing a question, employing humor, commenting (tastefully) on controversial issues and using well-placed power words. First appeal to the reader — and once you’ve done this, focus on the SEO aspects.

Feb 15
0

A Beginner’s Guide to a Quick SEO Audit

By | SEO | No Comments

SEO auditing is a multi-faceted way to make an in-depth and accurate evaluation regarding the health of your website while simultaneously recognizing any specific areas that need to be developed. A thorough audit of your site can quickly help you diagnose any issues while helping you tackle your toughest SEO competition, whether that competition is in Utah or on the East Coast.

Assess Organic Traffic, Keywords and Competitors

One of the first things you should do while conducting an audit involves getting a comprehensive overview of your current traffic situation. For example, SEMRush and other tools allow you to search for your root domain, providing a graph of organic traffic and where it comes from, PPC traffic sources, your top keywords and main competitors. This overall assessment can give you a beginning look into where you should direct your SEO efforts, whether you want to be at the top of your game in Utah or in a surrounding area.

How Fluid Is Your Navigation?

Another way to look at the search engine optimization health of your website involves taking a look at the content on your page, specifically the navigation. Is the navigation easy to follow? Does it make sense? Make sure that the links within your navigation contain industry-specific keywords.

If your webpage is difficult for visitors to navigate, you’re going to have a difficult time ranking, no matter how aggressive your SEO efforts are. It doesn’t matter if you’re implementing search engine optimization tactics on a local level in Utah or on a nationwide platform—well-orchestrated navigation will make a huge difference in your traffic levels.

Some beneficial ways to check the health of your navigation involve checking to see how easily you can find your blog, shopping cart or other important pages. Also make note of whether or not you see any social media links within your navigation. How well are these links implemented? Is the blog frequently updated? These are all major areas related to content that should be thoroughly assessed to get you on the right track for a healthy search engine optimization campaign.

Feb 12
0

Artificial Intelligence Makes a Web Development Breakthrough

By | web development | No Comments

Siri, self-driving cars and autonomous search queries—these are just a few ways that artificial intelligence (AI) has been gradually diffused into our modern world. Existing primarily within the Internet and mobile apps, artificial intelligence has significantly reduced the amount of energy that we spend on menial mental tasks.

The Bloomberg Business stated that 2015 was a breakthrough year for the world of artificial intelligence and Web development. And with how quickly Web development breakthroughs are being produced, it’s not surprising. Here’s a look at how the game is changing.

How Google RankBrain Handles New Search Queries

Artificial intelligence is changing the landscape of Web development as we know it—with Google’s RankBrain being one of the major game changers. Google RankBrain is a machine-learning artificial intelligence system that helps Google decipher and calculate search results with the intention of providing more relevant, personalized search results.

When Google BrainRank identifies a word or phrase that it’s not familiar with, it’s programmed to make an educated guess regarding what words or phrases are similar, and to consequently filter the search results.

By using artificial intelligence, Google RankBrain introduces an immense amount of language into mathematical entities called vectors, allowing Google to easily handle new search queries that it has never seen before. This is just one improvement in the vast landscape of how artificial intelligence is gradually becoming a staple within the Web development community.

Theoretically, Apps Will Update Themselves

The artificial intelligence spectrum has exploded, partially due to the new learning algorithms that are simultaneously being developed and improved upon more quickly than ever before.  In theory, as the technology behind artificial intelligence continues to evolve, apps will eventually be able to detect and implement updates on their own. This will allow the tech workforce to render even more advanced artificial intelligence processes.

Apple, Facebook and Google Incorporating AI

The recent growth of artificial intelligence comes down to three basic components: its affordability, practicality and quick evolvement within a short period of time. And with key players such as Apple, Facebook and Google incorporating AI into their most recent slew of consumer products, the landscape will only continue to grow and change substantially within the next few years.

Feb 11
0

Why People Shop on Their Phones—And What Marketing Companies Can Do to Capitalize on It

By | digital marketing | No Comments

It’s 2016, and the mobile shopping shows no signs of slowing down.

Digital marketing firms have known for a while that the mobile revolution was coming, and now it’s finally here—a large quantity of shoppers are already using mobile to make purchases, and they’d like to see more of it.

According to a new Facebook study of 2,400 adults, more than 60 percent of multichannel shoppers plan to increase their mobile purchasing habits in 2016. Currently, shoppers say mobile plays a part in 45 percent of all purchases, whether it’s research, price matching or actually making a purchase. 57 percent of millennials report using their phones at some point during the shopping process.

The fact that consumers are using their phones at some point during the shopping process is not new. However, the Facebook study also polled respondents on their reasons for using mobile over desktop. Fifty-five percent of respondents pointed to the convenience of using their phones, while 56 percent said they chose mobile because they were on their device already.

While mobile shopping is becoming more prevalent every year, it’s not king of online shopping just yet. The study pointed out a few notable shortcomings of mobile shopping: 70 percent of mobile shoppers found app and website experiences had room for improvement, 71 percent found the transaction experience itself needed some work and 54 percent responded they’d be more willing to shop on a device if they could do so across multiple devices.

Digital marketing firms are well aware of mobile’s current shortcomings—in 2016, 59 percent of marketers have deemed capitalizing on mobile their top priority.

Mobile shopping is steadily becoming more popular among consumers of all age groups; however, if digital marketing firms and brands want to take full advantage of the mobile revolution, they will need to focus on improving the user experience first.

Feb 10
0

When Good Content Marketing Strategies Go Bad

By | content marketing | No Comments

There are a wide variety of tools available in the content marketers’ online arsenal—from social media and Web design to other digital marketing techniques. While any top content marketing agency knows how to use marketing tools to their best effect, all too many businesses aren’t getting the full potential from their marketing efforts.

According to the recently released 2016 State of Small Business Report, small businesses from the East Coast to Utah aren’t taking advantage of their online Web presence.

Social Media

While four out of five small businesses regularly use social media, 45 percent use it to promote products or services, and 38 percent use it for promotions, sales or services. Twenty percent of small businesses do not utilize social media at all.

Social media can be a powerful tool for online marketers, but social media’s power lies in its ability to connect and build relationships with a potential client base—not for sales pitches. Use social for content-driven marketing, sharing relevant blog posts and other owned content and addressing consumer concerns.

Company Websites

Every small business needs a good website. A company website should focus on providing information and showcasing products. Yet per The State of Small Business Report, only half of small businesses provide company addresses and phone numbers, and a mere 32 percent of small business websites are optimized for online purchases.

Only half of small businesses use their websites for marketing at all, which is bad news for small businesses in Utah and elsewhere. A company website is often a consumer’s first interaction with the business in question—a website that’s not optimized for marketing is a major missed opportunity.

SEO

Search engine optimization (SEO) fares even worse among small businesses, with only a quarter of business owners focusing on SEO. No mater how great your content is, it’s useless if consumers can’t find it.

Small businesses need to step up their content marketing game if they want to reap the benefits of online marketing tools. For small businesses from the Midwest to Utah, marketing tools are only as good as the people that use them.

Feb 09
0

Why Are So Many Content Marketing Writers Missing the Mark?

By | content marketing | No Comments

The words on your website have the power to either immediately attract visitors to your website and the simultaneous, terrifying capability to repel them. Content marketing in Utah has recently imploded due to the high demand of informative, unique and professional writing sought by online retailers and consumers alike.

With so many online resources and tools currently available to aid marketers in creating the perfect angle for their readers, it’s surprising that some businesses are still missing the mark. What gives? Is it the subject matter that’s making some websites tear-jerkingly boring to read? Or does overzealousness cloud the writing with so many adjectives that you incur a headache? Whether it’s content marketing in Utah or New York City, you have to be able to write if you want to be successful.

The Setbacks of Mass-Produced, Adjective-Rich Verbiage

Be wary of any company that seems to write faster than Jack Kerouac with a typewriter. One of the most prevailing—and subsequently incorrect—methods of creating verbiage in today’s digital age involves ingesting an encyclopedia-sized mound of online facts, data and information, and then haphazardly organizing this data into a rough outline and inserting a few keywords just for kicks. Look at it this way: Would you want to read something that sounded like it was regurgitated by an android running an online word algorithm? We know we wouldn’t.

Take a Cue of Originality from David Bowie

David Bowie once said, “I’m not interested in rock and roll. I’m just being David Bowie.” It was Bowie’s unapologetic originality that made him an international success that spawned over four decades of copycats. Originality is the point here—writing original, 100 percent uniquely-crafted, homegrown verbiage is the secret to a great website. Whether it’s content marketing in Utah or on the East Coast, make sure your verbiage isn’t just fresh and informative—make sure it has an element of originality to set it apart from the competition.

Feb 05
0

Digital Showdown: Inbound Marketing Vs. Content Marketing

By | content marketing | No Comments

There is a digital showdown in the world of advertising between inbound marketing and content marketing. While both focus on creating interesting and valuable information, they vary slightly in their techniques.

Inbound marketing seeks to draw customers in with newsletters and public appearances rather than blog posts or videos—which would be considered content marketing. In a sense, traditional content marketing can be viewed as a subset of inbound marketing.

Learn more about both marketing methods, what differentiates them and some ideas for implementing them seamlessly into your current strategy in the handy infographic below. Both inbound marketing and content marketing can help drive traffic to your Utah business.

Digital-Showdown