Proliferation

May 24
0

Small Businesses: Your SEO Future Is Bright

By | SEO, Utah SEO | No Comments

Those of us who live in the world of SEO know we bow to the SEO gods — otherwise known as Google. Google dictates what we say, how we say it and whether or not we ever say it again. Most of the time, we’re pretty cool with it. If you’re the owner of a small business, or even a marketing company in Utah with small business clients, the SEO gods are smiling upon your future.

When you examine current trends and speculate on Google’s reasoning in the next several years, it’s easy to see why small businesses will be favored.

Social Media Results

Google is looking towards incorporating social media-based results onto the search engine results pages. More and more social media users are relying on their favorite platform for online content. It wouldn’t be surprising to see content on search engine pages based on the interests of the consumer’s social media contacts. Small businesses benefit here because they can create closer relationships with local groups and consumers than national brands.

Long-Tail Keywords

Voice-to-text technologies create more conversational searches. People speak in long-tail keywords, not broad generalizations. More users are searching for a larger group of specialized phrases. Instead of searching “Utah lawyer,” consumers are searching, “Where can I find a dog bite lawyer near Farmington, Utah?”

Long-tail keywords give small businesses a chance to optimize SEO and gain better search visibility, versus before when larger companies used big SEO budgets to bury smaller competitors.

Searching Local

Google has been perfecting the local search algorithm for quite some time. It’s just going to get better over time, and consumers love it. What tourist in St. George, Utah hasn’t searched, “Best hamburger near me?” Most local businesses are small businesses, so local searches should inevitably boost responses for these groups.

Personalization

Personalization is the new frontier. The more personalized the user experience, the happier consumers seem to be. Digital assistants like Siri and Cortana are gaining popularity because they can gather large amounts of personal behavior information and create the ultimate personalized experience. An easy way to personalize is to use location and purchase history. Both of these elements favor businesses that are small and local.

SEO Is Easier

The more advanced search engines like Google become, the easier it is to enter the game. It sounds counterintuitive, but overall SEO is becoming less scary. Keywords are easier to use. This means instead of spending all your time trying to decipher the complexities of SEO, small businesses can spend more time building relationships with consumers.

May 19
0

Personalization: A Call for Deeper Content Marketing Metrics

By | content marketing | No Comments

Content marketing is all about making things personal. It’s about providing the information consumers need in a way that helps them see the benefits of your goods and services. It’s about reaching both an advertising executive in Utah and a mommy blogger on the West Coast.  It takes a lot of work, and after all your time and effort is put into personalizing and optimizing content marketing strategies, how do you know if any of it is paying off?

What’s the Deal With Metrics?

Content marketing metrics allow marketers from Utah and around the world to quantify and visualize the success of each piece of content. There’s just one glitch. A recent McKinsey survey shows that only a third of marketers report they really are able to quantitatively show how effective their marketing is.

How to Dive Deeper Into Analytics

This dilemma is creating an industry-wide call for deeper content marketing metrics. These forms of deep analytics don’t just show return on investment. Deep analytics enable marketers to improve future content. In order to get this type of information, marketers must invest in emergent content technologies that turn consumers into active participants by delivering each consumer a custom, interactive experience.

How does this differ from traditional content marketing approaches? Well, most content marketers work under a distribution point model, meaning they try to collect consumer data when the content is delivered to the user, like selecting ads based on search history. This is all good, but too many marketers stop there. There’s limited personalization, so you get limited engagement and limited insights into the consumer.

We’ll Say It Again: Give the Customers What They Want

To continue to improve and develop, content marketing professionals need to bridge the gap between creating personal content and improving data analysis and collection. This means investing in a personalized customer experience, or simply put, giving the customer the content they actually want. It doesn’t matter if you’re in Utah or in the Big Apple. Increasing personalization means more insights into each customer and deeper metrics overall.

May 18
0

Social Media in the 2016 Presidential Election

By | public relations, Social Media | No Comments

It’s election season. Some of you may feel like your voice is finally being heard — and others may feel straight outta options. That’s the beauty of the American election system. It’s what makes the United States great. For 240 years, Americans have been throwing aside old ideals and starting revolutions.

One of those revolutions took place in 2008. That year, Barack Obama made history as the first United States presidential candidate to use social media for a campaign advantage. The Obama campaign harnessed the power of social media to reach young voters. Marketing agencies say the strategy was so effective because Obama supporters didn’t just send out a few clever tweets; they used social media to start a movement, with Barack Obama as the leader.

The 2008 election cycle forever changed the way presidential campaigns are run. Candidates today must scramble to find the best marketing agencies and consultants to help them connect with the masses. They look to marketing agencies to tell them how their messages are received. The 2016 presidential candidates are no different. Social media is the new political bread and butter.

Figures current as of May 28, 2016.

Facebook

Facebook is a staple of any social media campaign. It’s an oldie but a goodie — kind of like the presidential candidates (though goodie is debatable depending on your political inclinations).

Donald Trump by far leads the pack with 7.8 million likes, more than double Hillary Clinton’s 3.5 million likes and well ahead of Bernie Sanders’ 4.2 million. Why the huge difference? Marketing agencies will tell you that Trump uses the platform to his full advantage. His posts feel real, helping potential voters form a connection to him on a personal level. Other candidates’ pages feel like someone else is writing for them. Some of Trump’s Facebook posts may come off a little brash, but you know he’s the one writing them.

Twitter

Trump takes the cake again on Twitter with 8.27 million followers to Clinton’s 6.28 million and Sanders’ 2.2 million and for pretty much the same reason he rules Facebook. Both Clinton and Sanders disclaim that tweets come from staff members. Clinton does sign personal tweets so followers know when something is coming directly from her, but many marketing agencies would agree this might do more harm than good. It shows followers that Clinton only tweets personally every 4-7 days. Trump on the other hand, well, that dude is always tweeting.

trump twitter

Instagram

Instagram is the new social media frontier for this election cycle. All three candidates dance around 1.5 million followers, and it seems they are all trying to work with their staff and marketing agencies to figure out how to best use this platform to further their campaigns.

YouTube

Hold up! You are now entering Bernie-town. Bernie Sanders leaves the other candidates in the dust when it comes to YouTube subscribers, coming in at 132,362 subscribers to Clinton’s 46,139 and Trump’s 36,568. Sanders simply posts more videos than anyone else. His official YouTube channel has uploaded 513 videos compared to Clinton’s 164 and Trump’s 45. Video is the future, so good for Bernie.

bernie webpage

Snapchat

There’s not much to say about Snapchat because the platform doesn’t release information on how actively users snap, but we do know that Hillary Clinton is by far the most vocal lover of this social media channel. She even snaps during interviews.

May 16
0

How to Make Public Relations Work for Your SEO Strategy

By | SEO, Utah, Utah SEO | No Comments

Public relations is an integral part of any full service advertising campaign. A public relations campaign improves the company’s relationship with the local community. These campaigns can work in a way that not only improves your relationship with the community, but also increases your SEO.

SEO often has its own strategy — and by manipulating your public relations (PR) strategy to fall in line with SEO, businesses can achieve maximum reach. Professional SEO specialists can help companies develop a clear vision of how PR and SEO can work together.

What Does Public Relations Entail?

Many people believe that PR is as simple as image management and restoration; while this is certainly one function of PR, there are many others as well. These facets may be known as something other than PR, but with such a wide variety of avenues it is likely that your company is participating in some form of public relations — whether you know it or not.

Social media marketing for example is certainly a form of PR. Presenting your company to the public on Facebook and Twitter and interacting with customers and the general public is not only a good PR strategy, but it works great for SEO as well.

Understanding the multiple facets of PR helps companies identify new avenues in which to implement their SEO campaigns.

Now Add the SEO

Making your keywords match your philanthropic ideals is one key way to align your public relations campaign with your SEO strategy. This general tactic can be implemented everywhere from blog posts to Facebook.

Say your company wants to gain public favor with local Utah residents. As part of this outreach effort your company decides to help raise awareness of endangered Utah wildlife. By involving other Utah businesses and developing a cohesive PR strategy, your business can help Utah wildlife and your company reputation at the same time.

Through the use of relevant keywords in your blog and social media posts about your wildlife outreach efforts and by adding links to these articles, you can increase brand recognition and Web page traffic.

Making room for SEO in your content calendar helps companies to expand their reach. As PR broadens a company’s digital horizons, SEO helps target those horizons and send a company in the right direction.

May 13
0

Combating Google’s Ad Increases

By | SEO, Utah, Utah SEO | No Comments

If you’ve conducted a Google search lately, you’ve probably noticed things have changed. Google has done away with side-rail advertisements and increased the number of advertisements that appear at the top of the search results page.

The changes hope to better match the vertical layout of smartphones, but they also mean subsequent changes in the way companies approach SEO. Ranking in about the top five search results used to be enough to get you on the first Google search page. With the new ad changes, as many as seven ads could appear on page one of search results, which means as few as two organic search results could make an appearance on the same page.

So, what does all this mean for you? Well, it could mean that if you are the third-ranked steakhouse in Utah, customers looking for dinner choices may never even know you exist.

How can you combat these ad changes and make sure your services are seen?

Hire an Awesome SEO Manager

Unfortunately, there is no magic solution. Better SEO is always the answer. If you want a guaranteed spot on the first page of search results, you need to be the best-ranked search result. Investing in an awesome SEO manager can make all the difference. 

Use Informational Search Terms

Google’s new ad system places more advertisements on “highly commercial queries.” Getting fewer ads to appear when users search for your product or service, say your Utah-based steakhouse, could be accomplished in part by changing the keywords you use. Work with your SEO manager to identify search terms that are important to your business but also won’t set off a large number of ads. Lean more toward informational content than commercial.

Buy Ads 

If SEO and informational search terms aren’t getting the job done, you can always buy ads. Ideally, this would be your last resort; however, a well-placed product listing ad (PLA) could put your Utah-area steakhouse at the very top of page one. With the new Google layout, it might be worth the investment.

May 11
0

How to Hire the Best SEO Manager

By | SEO, Utah, Utah SEO | No Comments

SEO is essential for survival in a digital world. It brings a new spin to the old question about the tree falling in a forest: If your company doesn’t appear on the first page of search results, does it really exist? A first-rate SEO manager is the key to success, but it seems like every person in Utah and beyond is calling themselves SEO experts these days. How do you sift through the novices to find a SEO manager who can truly make a difference for your company?

Look for Someone Who Lives for SEO 

An effective SEO manager will live and breathe search engine optimization. You can be confident that a person who is passionate about SEO will stay current on trends and want to produce visible results.

When looking into possible candidates, see if they practice what they preach. Did they attend the latest digital marketing conference in Utah? Do they post about industry trends on their social media accounts? Ask if they have a personal website or blog you can visit; see what they write about and how they write about it. Someone who lives for SEO will spread energy and passion to the rest of your team.

Look for Someone Who Learned From Experience

The best SEO managers will come from diverse backgrounds. They’ll be knowledgeable about all areas of digital marketing and understand how the different elements work together to produce optimal results. You can tell which candidates are experienced SEO managers by asking what their approach would be for two different clients, maybe for a small business in Utah or a large corporation on the East Coast. Experienced managers will be able to present a specialized approach for each client instead of a one-size-fits-all approach to every topic.

Look for Someone Who Can Communicate

The ability to communicate well with individuals at all levels of the company is crucial for a SEO manager. He or she will be coordinating with and teaching everyone from the CEO to the entry-level interns. If a SEO manager can communicate ideas clearly, effectively and with a good attitude, overall efforts to enhance search engine optimization will just keep getting better.

May 02
0

How to Nail Your Web Design Interview

By | web development, website design | No Comments

After sending out countless applications for website design jobs, the company of your dreams has asked you to come in for an interview. Allow yourself a brief moment of panic, and then relax. If you keep these basic principles in mind, you will be well on your way to nailing your website design interviews in Utah and beyond.

Prep Your Portfolio and Resume

Make sure your online portfolio is updated and on point. If you don’t have an online portfolio, make one. Right now. Remember that a portfolio doesn’t have to have a large amount of content. Aim for quality over quantity.

Also take time to update your resume and tailor it to the position you are interviewing for. You might emphasize different aspects of your experience depending on if you are applying for a job in Utah or one in the Big Apple. Bring several hard copies of your resume with you to your interview.

Research the Company

Surf the company’s website and familiarize yourself with their culture, style and clients. Look at work they have produced in the past. Be prepared to answer questions about the company and to ask questions about it as well.

Be on Time and Dress Appropriately

Arriving on time shows you are responsible and dependable. Even if the company has a casual environment, dress your best. Putting forth effort in your appearance shows you really care about this interview and are taking it seriously.

During the Interview

Manners matter regardless of if you are from Utah or the Windy City. During the interview, be polite and engaged. Let your personality shine through, and show you are passionate about website design. Be aware of your body language. Look your interviewer in the eye, and sit up straight. Don’t feel weird about promoting yourself. This is your chance to show why you are the best person for the job. Feel free to ask questions.

Send a Thank You Note

After the interview is over, hop on your computer and shoot off a quick thank you email. Thank the interviewer for taking the time to meet with you, express your continued interest in the position and say you are looking forward to hearing from them soon.

Apr 29
0

Should Designers Learn to Code or Should Coders Learn to Design?

By | web development, website design | No Comments

Some coders and designers might have little interest in learning a new discipline outside of the one on which they currently focus. Why should someone well trained in Adobe Illustrator worry about HTML and why would the champion of HTML worry about vector drawings in Illustrator? While it’s certainly true that coders and designers can work in tandem for things like software and Web development projects (and plenty of coders are designers and vice versa), it’s best if coders understand something about design and designers know something about code.

Why Coders Need Design Fundamentals

In plenty of situations, coders simply put together the code that brings a designer’s vision to life. Coders don’t always have the eye for design or maybe don’t feel comfortable making creative decisions. In order to break free from that mindset, it’s useful for coders to learn the fundamentals of design so that when they’re in a situation to make a creative decision, they can offer meaningful suggestions. When discussing design with those trained to design full time, a coder who understands the vernacular of design can have more productive conversations with designers, which can ultimately result in a better work product. An excellent resource for anyone interested in the fundamentals is “The Non Designer’s Design Guide” by Robin Williams.

Why Designers Need Coding Fundamentals

On the flip side of this, designers who understand coding and Web development fundamentals can have better dialogue with the code makers who bring their visions to life. Additionally, having a fuller understanding of what’s possible from a code writing perspective can widen a designer’s creative pallet. Only by understanding possibilities can a designer really reach their maximum creative potential. Graphic designers ready to step into the world of code and Web development can look to Kahn Academy’s online treasure-trove of resources to learn just about any type of code their heart desires.

Apr 29
0

The Double-Edged Sword of Data and Content Marketing

By | content marketing, marketing, Social Media, Utah | No Comments

In the abyss known as content marketing, creativity is usually deemed king; however, one vital and often overlooked quality of content marketing is data. Content without data is like an unmanned paper airplane; there’s no way to tell where it will go or how soon it will get there. However, data has the potential to turn content into pure gold — specifically if that content is targeting a particular location.

The data for content marketing in Utah might look drastically different than the data for marketing on the East Coast, which is exactly why you need to understand the different layers of data to turn your content into pure marketing gold.

Mastering the Art of Owned Analytics

Owned content has already been established as an integral aspect of marketing; however, how many times have you heard the phrase “owned analytics”? Owned analytics refers to data that is produced directly from a company or brand’s personal website and social media accounts. Owned data might include user reach, shares, engagement and so on. This type of data allows marketers to target their audiences more effectively — whether it’s an audience of outdoor enthusiasts in southern Utah or a group of engineers in Silicon Valley.

What Are the Benefits of Earned Content?

After completing the footwork of owned data, earned content comes into play. Earned content is content produced around a brand; for example, how a brand is trending on Twitter, how people are responding to content shared on Facebook and Instagram or how audiences are reacting to videos and blog posts. The benefit of earned content gives marketers a critical look at how targeted audiences are receiving content — which ultimately helps marketers tweak and fine-tune their content for optimal engagement.

Contextualize, Contextualize, Contextualize

The hardest part of using data in content marketing? Contextualizing it. Marketing to an audience in Salt Lake City, Utah will be substantially different than marketing to an audience in the Midwest. Fortunately, at Fusion 360 we’re pros at turning data into marketing gold — no matter where you’re at.

Apr 28
0

How to Respond After a Bad Ad: Navigating a PR Nightmare

By | public relations, Reputation Management | No Comments

What the public thinks about your brand defines you – for better or worse. Hiring a good advertising agency and producing successful ads sounds simple enough, but no matter how talented the agency, sometimes bad ads happen. How you respond when they do can make or break the future of your brand.

Preparation

The key to good performance is good preparation. If you are an established Utah advertising agency or a Midwest startup, the principle is the same. Have a plan, and make sure every employee is aware of that plan.

While you can’t plan an exact response to every situation, you can have procedures in place for who will comment on behalf of the company, who will talk to the press, and who will say absolutely nothing. Help employees understand that if a bad ad happens, they can either help turn the situation in a positive direction or they can sink the entire ship.

Respond at the Right Time, in the Right Way

If a bad ad happens, you need to decide how to respond, and you need to decide quickly. Determine the authority of those who are upset. If you are an advertising agency in Utah and the only complaint you have received about an ad is from a man who lives across the street from the office, there probably isn’t a need to publicly respond. On the other hand, if millions of angry people are expressing their opinions on social media and national news outlets are reporting the story, you absolutely need to respond.

Remember the public is always right. Customer service is more important now than ever before. If the public thinks your ad is bad, then it is bad. Pull the ad and issue a sincere apology. Saying “no comment” might as well be commenting, “We’re in the wrong, and we don’t care.”

Replace Bad PR With Good PR

The best solution to bad PR is to simply do better. Adopt a Utah highway as an advertising agency or create a campaign for a local non-profit organization. Show the public that you are trying your best to serve the community, fix any problems, and give consumers the best products and services you can offer.