tag:blogger.com,1999:blog-21592178599578391092024-03-08T15:37:33.962-05:00Brockett Creative's Advertising, Marketing, & Internet Strategy BlogAdvertising, Marketing, & Internet Strategy BlogBrockett Creative Grouphttp://www.blogger.com/profile/16729951021414723892noreply@blogger.comBlogger25125tag:blogger.com,1999:blog-2159217859957839109.post-80895181664675986502015-10-02T10:18:00.000-04:002015-10-02T10:18:01.755-04:00NEWS RELEASE: Brockett Creative Group Participating in Panel Discussion - Get Found on Google Search & Maps and Grow Your Business Online<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="color: black; font-family: Arial; font-size: 11.5pt;"><a href="http://brockettcreative.com/" target="_blank">Brockett Creative Group</a> (BCG) in New Hartford, NY, will participate in the program <i style="mso-bidi-font-style: normal;">Get Found on Google Search & Maps and Grow Your Business Online</i> on Tuesday, October 13, 2015. The session will be held again on Thursday, October 15.</span><o:p></o:p></div>
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<span style="color: black; font-family: Arial; font-size: 11.5pt; mso-fareast-language: EN-US;">This training will be held from 5:30pm-8:30pm on the 13<sup>th</sup> and from 1:00pm-4:00pm on the 15<sup>th</sup>. Both sessions will take place at SUNY Poly, in Room N232 of the Kunsela building.<o:p></o:p></span></div>
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<span style="color: black; font-family: Arial; font-size: 11.5pt; mso-fareast-language: EN-US;">The presentation focuses on getting your business information into Google Search and Maps, and familiarizing attendees with tools that will help them grow their business online. BCG Marketing Specialist Scott Mathias will sit on a panel of local experts to share his knowledge of search engine optimization (SEO) and online marketing.</span><span style="font-family: Times; font-size: 10.0pt; mso-bidi-font-family: "Times New Roman"; mso-fareast-language: EN-US;"><o:p></o:p></span></div>
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<span style="color: black; font-family: Arial; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">The workshops are free of charge, but space is limited and pre-registration is required. To reserve your place, call (315) 792-7547 or email </span><a href="mailto:palazzp@sunyit.edu"><span style="font-family: Arial; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">palazzp@sunyit.edu</span></a><span style="color: black; font-family: Arial; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">.<o:p></o:p></span></div>
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<span style="color: #212f40; font-family: Arial; font-size: 11.5pt;">In conjunction with <a href="https://www.sunyit.edu/sbdc/?cms=webace" target="_blank">The Small Business Development Center</a>. Funded in part through a Cooperative Agreement with the U.S. Small Business Administration. Reasonable accommodations for persons with disabilities will be made if requested at least two weeks in advance. Call the SBDC at SUNY Polytechnic Institute at <a href="file://localhost/tel/315-792-7547"><span style="color: #1155cc;">315-792-7547</span></a>.</span><span style="color: #222222; font-family: Arial; font-size: 9.5pt;"><o:p></o:p></span><br />
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Anonymousnoreply@blogger.com2tag:blogger.com,1999:blog-2159217859957839109.post-664528072014492162015-09-29T09:20:00.000-04:002015-09-29T09:20:33.014-04:00What You Need to Know for A Successful eCommerce Website <div class="MsoNormal">
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<a href="http://4.bp.blogspot.com/-4kAjgDQtoaU/Vc3uMuQUVbI/AAAAAAAAAWs/yq6sxEX-f5E/s1600/successful-ecommerce-2.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="Graphic showing screen shots of shopping sites and a woman using her tablet, set against clothing on hangers." border="0" height="334" src="http://4.bp.blogspot.com/-4kAjgDQtoaU/Vc3uMuQUVbI/AAAAAAAAAWs/yq6sxEX-f5E/s640/successful-ecommerce-2.jpg" title="What You Need to Know for A Successful eCommerce Site" width="640" /></a></div>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">E-Commerce: </span><i style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">The act of buying and selling goods and services over the Internet</i></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Sounds simple enough, right?<span style="mso-spacerun: yes;"> </span>If it were simple, everyone would be doing it.<span style="mso-spacerun: yes;"> </span>The fact is, it's not simple, but by building an online store, you can find new customers and increase sales by a very significant margin.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">If you have a brick-and-mortar storefront, chances are, you are already in a very good position to begin selling online.<span style="mso-spacerun: yes;"> </span>You probably already maintain some kind of inventory system to account for your incoming products and outgoing sales.<span style="mso-spacerun: yes;"> </span>If you use accounting software like Quickbooks, you are already on your way to being able to sell online.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">In order to prepare for selling online, you need to make sure you have certain pieces of information regarding your products assembled and in an organized fashion. <o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Here is a checklist:<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="mso-list: Ignore;">·<span style="font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><!--[endif]-->Product Name<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="mso-list: Ignore;">·<span style="font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><!--[endif]-->Your Product ID number<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="mso-list: Ignore;">·<span style="font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><!--[endif]-->Manufacturer's Part Number <o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="mso-list: Ignore;">·<span style="font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><!--[endif]-->Brand Name<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="mso-list: Ignore;">·<span style="font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><!--[endif]-->Product Description<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="mso-list: Ignore;">·<span style="font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><!--[endif]-->Product Image(s)<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="mso-list: Ignore;">·<span style="font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><!--[endif]-->The dimensions of the shipping box (length, width & depth)<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="mso-list: Ignore;">·<span style="font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><!--[endif]-->The weight of the shipping box<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="mso-list: Ignore;">·<span style="font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><!--[endif]-->Product Variations – color, size, etc.<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="mso-list: Ignore;">·<span style="font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><!--[endif]-->Your selling price<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Besides all of this, you will also need to categorize your inventory.<span style="mso-spacerun: yes;"> </span>Google Shopping and Bing Product<span style="mso-spacerun: yes;"> </span>Ads can be extremely helpful in putting your products in front of the right buyer...no matter where they are in the world.<span style="mso-spacerun: yes;"> </span>If you plan to use either of these vehicles to promote your products, you need to assign each of your products a category from the <a href="https://support.google.com/merchants/answer/1705911">Google Product Category Taxonomy</a>.<span style="mso-spacerun: yes;"> </span>Luckily, Bing Product Ads use this same taxonomy, so this work only needs to be done once.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">All of the information listed above needs to be organized into an electronic document that can be uploaded to Google and Bing.<span style="mso-spacerun: yes;"> </span>If your inventory and pricing doesn't change very often, this can be done manually, at least once per month.<span style="mso-spacerun: yes;"> </span>Otherwise, you will need a system that will automatically download this information from your website and upload a file to Google and Bing on a regular basis to make sure that the ads you are showing online properly reflect your product price and current availability.<span style="mso-spacerun: yes;"> </span>Read more on Google Shopping and Bing Product Ads here.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Now that you have all your product data ready, you need a way to display your products online. You will need a shopping cart system built into your website.<span style="mso-spacerun: yes;"> </span>This is a system where a user can browse your inventory, place items into a virtual “shopping cart” and go through a checkout procedure where shipping options are chosen, applicable sales tax is applied and payment is processed.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
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<a href="http://3.bp.blogspot.com/-mQjXv4eOWzA/VaanEbvjHFI/AAAAAAAAATE/EG3IQv01F2c/s1600/shopping%2Bcart.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="Graphic of a blue mouse cord shaped like a shopping cart." border="0" height="268" src="http://3.bp.blogspot.com/-mQjXv4eOWzA/VaanEbvjHFI/AAAAAAAAATE/EG3IQv01F2c/s320/shopping%2Bcart.jpg" title="Mouse cord shaped like a shopping cart" width="320" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Shipping:</b> Which carriers do you wish to ship your products with?<span style="mso-spacerun: yes;"> </span>This needs to be decided before launching your online store.<span style="mso-spacerun: yes;"> </span>By giving your customers a choice of carriers and shipping services, they can know during the checkout procedure how much it will cost to receive the product and how long it will take.<span style="mso-spacerun: yes;"> </span>Check with your shipping carriers for shipping software that can be connected to your accounting software and even your shopping cart system.<span style="mso-spacerun: yes;"> </span>These programs can go a long way in reducing fulfillment time and saving you money.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Tax:<span style="mso-spacerun: yes;"> </span></b>This varies state-by-state, but the general rule of thumb says that you will need to collect sales tax on any order being shipped to a state where you have a business entity.<span style="mso-spacerun: yes;"> </span>Check with your accountant for advice on this matter as well as a tax table which can be uploaded to your shopping cart program.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Payments:<span style="mso-spacerun: yes;"> </span></b>You will need to have a credit card processor attached to your shopping cart program.<span style="mso-spacerun: yes;"> </span>This is a third-party company who will securely charge your customer's credit card and deposit funds into your bank account, less any fees associated with its use.<span style="mso-spacerun: yes;"> </span>There are alternative payment solutions available such as <a href="https://www.paypal.com/webapps/mpp/ent-online-browsers-to-buyers" target="_blank">PayPal</a>, <a href="http://thenextweb.com/insider/2013/06/26/square-branches-out-into-ecommerce-with-new-square-market-virtual-stores-for-us-businesses/" target="_blank">Square</a> and <a href="http://techcrunch.com/2012/10/10/stripe-connect/" target="_blank">Stripe</a>.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Lastly, before going “live” with your online store, you must take some time to consider fulfillment.<span style="mso-spacerun: yes;"> </span>Once you get an online order, how will it be processed?<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Some considerations:<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="mso-list: Ignore;">·<span style="font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><!--[endif]-->Who will receive the order email from the website?<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="mso-list: Ignore;">·<span style="font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><!--[endif]-->How will the item(s) be picked, packed and prepared for shipping?<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="mso-list: Ignore;">·<span style="font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><!--[endif]-->How will you purchase and print postage? <o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="mso-list: Ignore;">·<span style="font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><!--[endif]-->How will you get your packages into the hands of the shipping carriers?<o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="mso-list: Ignore;">·<span style="font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><!--[endif]-->How long will this fulfillment process take?<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
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<!--[if !supportLists]--><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="mso-list: Ignore;">·<span style="font-size: 7pt; font-stretch: normal; font-style: normal; font-variant: normal; font-weight: normal; line-height: normal;"> </span></span><!--[endif]-->How will customer communication happen <i>after</i> the sale?<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">It is important to consider the <b>entire</b> process before launching an online store.<span style="mso-spacerun: yes;"> </span>Order fulfillment is a key element in making happy and repeat customers.<span style="mso-spacerun: yes;"> </span>If you know that it will take 24 hours to pick, pack and ship an order, be sure to publish this fact on your website.<span style="mso-spacerun: yes;"> </span>Whether you offer same-day shipping, or it takes you 3-4 days to procure an item from your vendors, you want to let your customers know in the shopping cart how long fulfillment will take so they know when they can expect their order.<span style="mso-spacerun: yes;"> </span><o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Now that you have organized your inventory, built an online shopping cart and have a system for fulfillment, you are ready to launch your online store!<span style="mso-spacerun: yes;"> </span>But keep in mind...just because you opened your door, doesn't mean people will rush right in!<span style="mso-spacerun: yes;"> </span>You will need a plan to drive qualified traffic to your website...that will be covered in the next topic: <i>How to Promote Your Products Using Google and Bing</i></span><o:p></o:p></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Thinking of starting eCommerce or fine-tuning your current operation? Contact Brockett Creative Group by <a href="mailto:info@brockettcreative.com" target="_blank">email</a> or by calling 315-797-5088.</span></div>
Anonymousnoreply@blogger.com76New Hartford, NY 13413, USA43.0590994 -75.30623260000004442.9662984 -75.467594100000042 43.1519004 -75.144871100000046tag:blogger.com,1999:blog-2159217859957839109.post-89416665275596008482015-09-23T09:30:00.001-04:002015-09-24T13:45:35.590-04:00NEWS RELEASE: Brockett Creative Group Presents - Reach Your Business Goals Online<div style="margin-bottom: .0001pt; margin: 0in;">
<span style="color: black; font-family: Arial; font-size: 11.5pt;"><a href="http://brockettcreative.com/" target="_blank">Brockett Creative Group</a> (BCG), a Google Partner agency in New Hartford, NY, will present <i style="mso-bidi-font-style: normal;">Reach Your Business Goals Online</i> on Wednesday, September 30, 2015 in coordination with the Small Business Development Center (SBDC). The program will be held in room c108/110 of Kunsela Hall at SUNY Poly from 12pm-1:30pm.</span><o:p></o:p></div>
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<span style="color: black; font-family: Arial; font-size: 11.5pt; mso-fareast-language: EN-US;">The featured presenters are Google AdWords expert <a href="https://www.linkedin.com/in/frederickvallaeys" target="_blank">Fred Vallaeys</a> and online marketing authority <a href="https://www.linkedin.com/in/mattlawson" target="_blank">Matt Lawson</a>, who will be instructing the program via live web stream. BCG President Matthew Brockett and Marketing Specialist Scott Mathias will moderate the event.<o:p></o:p></span></div>
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<span style="color: black; font-family: Arial; font-size: 11.5pt; mso-fareast-language: EN-US;">“As a Google Partner we’re on top of the ins-and-outs of online marketing, but for people who don’t work with it every day, the sheer volume of information can be daunting. This can be especially true for a small business owner with a limited staff,” says Brockett. “The whole community benefits from having successful businesses, and we want to do our part to help local small businesses grow.” </span><span style="font-family: Times; font-size: 10.0pt; mso-bidi-font-family: "Times New Roman"; mso-fareast-language: EN-US;"><o:p></o:p></span></div>
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<span style="color: black; font-family: Arial; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">The workshops are free of charge, but space is limited and pre-registration is required. Beverages will be provided, and participants are welcome to bring lunch to have during the event. To reserve a place, visit </span><span style="font-family: Arial; font-size: 11.5pt; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;"><a href="http://www.brockettcreative.com/google-partners-connect">www.brockettcreative.com/google-partners-connect</a>.</span></div>
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<span style="color: #212f40; font-family: Arial; font-size: 11.5pt;">In conjunction with <a href="https://www.sunyit.edu/sbdc/?cms=webace" target="_blank">The Small Business Development Center</a>. Funded in part through a Cooperative Agreement with the U.S. Small Business Administration. Reasonable accommodations for persons with disabilities will be made if requested at least two weeks in advance. Call the SBDC at SUNY Polytechnic Institute at <span style="mso-field-code: " HYPERLINK \0022tel\:315-792-7547\0022 \\t \0022_blank\0022 ";"><span class="MsoHyperlink"><span style="color: #1155cc;">315-792-7547</span></span></span>.</span><span style="color: #222222; font-family: Arial; font-size: 9.5pt;"><o:p></o:p></span></div>
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Anonymousnoreply@blogger.com0New Hartford, NY 13413, USA43.0590994 -75.30623260000004442.9662984 -75.467594100000042 43.1519004 -75.144871100000046tag:blogger.com,1999:blog-2159217859957839109.post-65472479418371700492015-09-22T09:36:00.000-04:002015-09-22T13:12:14.232-04:00Take a deep breath - Ad-mageddon is not upon us<div class="separator" style="clear: both; text-align: center;">
<a href="http://1.bp.blogspot.com/-aaZXNzA5ypA/VfMEQ-0FSaI/AAAAAAAAAKI/o_cSDnaH4bY/s1600/ad-blocking-blog.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://1.bp.blogspot.com/-aaZXNzA5ypA/VfMEQ-0FSaI/AAAAAAAAAKI/o_cSDnaH4bY/s1600/ad-blocking-blog.jpg" /></a></div>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">News about ad-blocking software seems to be everywhere in the past few weeks. Businesses that use online advertising and agencies that provide it have been portrayed as anything from blase´ to completely melting down over both the public's gleeful anticipation for the software and for Apple's upcoming operating system that supports ad-blocking software. Fortunately for businesses that rely on advertising, this is not the Ad-mageddon that it appears to be at first blush.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">What's up?</span></h3>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">In all likelihood, the root of this issue is that consumers got really sick of pop-up and Flash ads disrupting their online experience and draining their device batteries. (Note: at Brockett Creative Group, we have <i>always</i> strongly discouraged our clients from using pop-up and/or Flash ads and continue to advise against their use because of the intense consumer dissatisfaction that it causes.) Ads are necessary for businesses, marketers, and the many websites that rely on them for revenue, but they should not be disruptive to the user experience. We advise our clients to use Google AdWords, <a href="http://blog.brockettcreative.com/2015/06/remarketing-why-are-these-ads-following.html#.Ve8JXWRVhBc" target="_blank">remarketing</a>, and to have dedicated advertising spaces on their websites to meet their online advertising needs. We find that this strikes a healthy balance between commercial marketing and individual online experience expectations; in other words, your product or service gets in front of many potential consumers without inciting anger in said consumers.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">What does Google have to say about this?</span></h3>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Embedding Flash ads in a website spells bad news with regard to Google, too. While Flash ads purchased <i>through</i> Google don't reflect poorly on a website's ratings, other embedded Flash advertisements do. BCG's Marketing Specialist Scott Mathias explains, "For websites, any other built-in Flash has an overall negative effect on Google rankings. <span style="background-color: white; color: #222222;">F</span><span style="background-color: white; color: #222222;">lash elements have historically been responsible for website instability and security vulnerability. Because of these risks, search engines are penalizing websites containing Flash elements; and other platforms like Facebook and Amazon have done away with Flash ads completely.</span>" Fair? Maybe or maybe not, but it's important to remember that Google is, first and foremost, a business.</span><br />
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<tr><td style="text-align: center;"><a href="http://4.bp.blogspot.com/-P3u7ixHlAXk/Ve8XDqsFMzI/AAAAAAAAAY0/LD1P2qSzn-w/s1600/Larry%2BDavid.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Meme of Larry David with his signature phrase, "Pretty good."" border="0" height="400" src="http://4.bp.blogspot.com/-P3u7ixHlAXk/Ve8XDqsFMzI/AAAAAAAAAY0/LD1P2qSzn-w/s400/Larry%2BDavid.jpg" title="Take a deep breath - Ad-mageddon is not upon us" width="300" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Trebuchet MS, sans-serif;">Larry David sees what you did there, Google.<br /><span style="font-size: xx-small;">Image from http://www.quickmeme.com/meme/3pd35e</span></span></td></tr>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">So, what's to be done?</span></h3>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Although it has been around in various forms for years, ad-blocking software hasn't really been tested - and by tested, I mean that the developers haven't been legally challenged yet. Matt Brockett, president of BCG, said, "I understand that this is a growing problem,</span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"> where ads that are built into websites were being blocked, which may not be entirely legal. Businesses paid for that particular real estate on those specific sites, so the ad blockers could be seen as interfering with a contract and the website owners' revenue. The issue is still open for debate, but it reminds me of the early days of music file-sharing. The industry will either have to adapt, like Apple did with iTunes, or refuse to adjust like the traditional music industry did, which ended up being incredibly shortsighted. This could be a great opportunity to reinvent Internet advertising, or it could be a great opportunity for the advertising world to </span><a href="http://fortune.com/2015/09/04/sue-ad-blockers/" style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;" target="_blank">shoot itself in the foot</a><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">. What we ultimately need is something innovative that will work for both the consumer and the commercial organization and possibly some well-thought out legislation that protects both parties that utilize this type of advertising."</span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The Bottom Line</span></h3>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">There may be a little turbulence as Internet advertising adapts to this new landscape, but it's not going anywhere. Online advertising will remain one of the most effective tools - if not <b>the</b> most effective tool - in your marketing mix. Please <a href="mailto:info@brockettcreative.com" target="_blank">email</a> or call us at 315-797-5088 to discuss how we can help you maximize your online advertising investment.</span></div>
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Anonymousnoreply@blogger.com0New Hartford, NY 13413, USA43.0590994 -75.30623260000004442.9662984 -75.467594100000042 43.1519004 -75.144871100000046tag:blogger.com,1999:blog-2159217859957839109.post-14784307136790592102015-09-01T13:23:00.000-04:002015-09-01T13:23:55.539-04:00The power of the press release<div class="separator" style="clear: both; text-align: center;">
<a href="http://2.bp.blogspot.com/-TYRwN7nPf-0/Vd-CI63NanI/AAAAAAAAAIs/lxG1wgjgLrA/s1600/press-release-blog.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://2.bp.blogspot.com/-TYRwN7nPf-0/Vd-CI63NanI/AAAAAAAAAIs/lxG1wgjgLrA/s1600/press-release-blog.jpg" /></a></div>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">As we discussed in a <a href="http://blog.brockettcreative.com/2015/08/keeping-public-relations-in-mix.html#.VddenixVhBc" target="_blank">previous post</a>, public relations should be an important part of your communications and marketing strategy. A foundation of any public relations plan is the press release (also known as a news release or media release).</span><br />
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">As the name implies, this facet of public relations is designed to be distributed to members of the press, which today includes new media practitioners such as bloggers and podcasters. There are a few rules to keep in mind with regard to press releases:</span><br />
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<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Is it news?</b> Be honest with yourself. If your release is locally, regionally, or nationally relevant, then send it out to news outlets. The news doesn't have to be earth-shattering; it can be about an upcoming community nonprofit fundraiser as long as people in the community will be interested. If your news is more of a niche, such as your business being recognized by a leader within your industry, target it more toward trade publications, blogs, and podcasters. </span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">When sending releases to publications and television, be sure to <b>direct it to the appropriate reporter</b> - the financial reporter doesn't want your release about the star quarterback. The chances of your story being picked up is much greater if you target it to the appropriate outlet and person. </span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Along that vein, <b>don't send news releases just to keep your name in front of the media</b>. Believe me, reporters, bloggers and podcasters don't want their inboxes flooded any more than you do, and if you annoy them, they'll send your email directly to SPAM and your faxes right into the circular file. When planning to send, ask yourself, "Who is going to care about this?" If you can't answer that question, hold off on the release.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Especially in the case of bloggers and podcasters, <b>do not send a press release in hopes of free advertising</b>. <i>Sometimes</i> print and television media will devote space and airtime if you have a service or product to promote, but bloggers and podcasters have spent years building their audiences, and have gotten to the point where this is their livelihood, and a link to their blog from your website <a href="http://www.awesomelyluvvie.com/2014/10/dear-brands-pay-bloggers-exposure.html" target="_blank">isn't going to pay their bills</a>.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">If possible, <b>keep your release to one page</b>. You want to craft it as a story - and I mean a <i>story</i>, not a complete article. Make it interesting, and make them want to know more. They may choose to edit and present what you send, so definitely include all of the pertinent information, but try to make them want to contact you for more information.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Be sure to include contact information</b> - both phone and email, so the recipient can use his or her preferred method of contact. If you have an urgent release, say regarding an incoming natural disaster, and you have to send it at some random hour, make sure that your work phone and email are forwarded to an account you can access away from your desk. If they can't reach you for further information or clarification, they may broadcast the release as is (or how they interpret it), and that isn't your ideal scenario.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Make your title catchy</b>. If your business has a very long name, shorten it so you can write something eye-catching with that real estate.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The people you send news releases to do a lot of reading and writing as part of the job. <b>Proofread</b> your releases - and even have someone else look them over - for spelling and/or grammatical errors, comprehensibility, and general quality. If you send releases that are loaded with errors, that tells the recipient that the content doesn't matter much to you, so why should they bother with it, either. A properly written release will also help reporters view you as a trusted resource.</span></li>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">If you don't have a public relations person on your team, you can always hire a firm to write a news release for you. To find out how Brockett Creative Group can help you with this, <a href="mailto:info@brockettcreative.com" target="_blank">email</a> or call us at 315-797-5088.</span>Anonymousnoreply@blogger.com0tag:blogger.com,1999:blog-2159217859957839109.post-42717802526769508242015-08-18T11:01:00.000-04:002015-08-18T11:01:14.579-04:00Keeping public relations in the mix<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-8kLkq52mUY4/VdNF1UGwyhI/AAAAAAAAAIQ/1SLW5AhdABY/s1600/pr-blog%2527.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="Graphic of mobile phone in a woman's hand." border="0" height="332" src="http://4.bp.blogspot.com/-8kLkq52mUY4/VdNF1UGwyhI/AAAAAAAAAIQ/1SLW5AhdABY/s640/pr-blog%2527.jpg" title="Keeping Public Relations in the mix" width="640" /></a></div>
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">The prevalence of social media and online marketing has overshadowed the traditional practice of public relations. Today, we often use "public relations" interchangeably with "crisis communications," and while that is a very important component, there is more to PR than addressing questions that you never imagined in your worst professional nightmares.</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The <a href="http://www.prsa.org/aboutprsa/publicrelationsdefined/#.Vb-w1DBVhBc" target="_blank">Public Relations Society of America</a> defines public relations as "</span><span style="color: #333333; line-height: 16.015998840332px; text-align: center;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">a strategic communication process that builds mutually beneficial relationships between organizations and their publics," which is a fancy way of saying "formal communication between your brand and various audiences." While print and television media are the first publics to come to mind, there are also consumers, professional groups, and community organizations included under that umbrella.</span></span></div>
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<span style="color: #333333; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; line-height: 16.015998840332px; text-align: center;">The relationship you build between <a href="http://blog.brockettcreative.com/2015/07/beyond-logo-your-brand-is-your-word.html#.VcoUwZ1VhBc" target="_blank">your brand</a> and your audiences positions you as an expert and a resource. Like any relationship, the public relations one is a marathon, and not a sprint. While "spin" will probably always exist to some extent, by communicating openly and honestly through public relations, you will build trust more effectively than sharing a meme on Facebook.</span></div>
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<span style="color: #333333; font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; line-height: 16.015998840332px; text-align: center;">Some key points of public relations:</span></div>
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<li><span style="color: #333333; font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="line-height: 16.015998840332px;">Message: Your message is a very important part of your brand's public relations. It's very much like a mission, and may very well be interchangeable in many cases. Your public relations message is like an office policy on steroids - it sets boundaries and expectations and provides a focal point. It can be easy, especially once you've developed relationships with media representatives, to drift off-message. By staying focused on it, you convey your message and avoid getting dragged into the fray of any controversy.</span></span></li>
<li><span style="color: #333333; font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="line-height: 16.015998840332px;">Media/Audience Relations: Online marketing is advertising, and social media is a conversation (albeit a largely reactive one - you post something and respond to any questions or comments), but media relations requires the ability to think on your feet. Questions in an interview, at a Q & A for a speaking engagement, or as follow-up to a news release have an immediacy to them that other channels don't - you have to answer the question when it's asked without Google or clearing your response with a supervisor. This is when staying on message and believing in your brand come in especially handy. You should be able to answer anything an interviewer throws at you honestly and easily by sticking with your message. If your brand itself or your industry is embroiled in some level of controversy, public relations can again prepare you with a...</span></span></li>
<li><span style="color: #333333; font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="line-height: 16.015998840332px;">Communications (aka Crisis) Strategy: Part of your public relations plan should be planning for the worst. If a brand is closely associated with a spokesperson or another organization, the brand manager(s) should have a plan in place should a scandal erupt. A good communications strategy and plan of action will help minimize any collateral damage to your brand, so you must try to imagine the worst and have a plan in place at all times. In other words, hope for the best and prepare for the worst. Recently, Subway quickly and efficiently terminated its relationship with a spokesperson and really wasn't tainted by the media storm surrounding said spokesperson. The chances that the powers that be at Subway came up with that plan after they turned on the morning news is slim - you can bet that they had their "just-in-case" plan ready for years.</span></span></li>
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<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Trebuchet MS, sans-serif;">Good advice.</span></td></tr>
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<span style="color: #333333; font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="line-height: 16.015998840332px;">Must-Have, Non-Negotiable Skills:</span></span></div>
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<li><span style="color: #333333; font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="line-height: 16.015998840332px;">Writing: News releases and statements are the most common public relations writings, but you may also be called upon to write position pieces. If you're not a writer, hire someone for the task. These communications are both more formal and more substantial than social media posts, and you must be able to present your material in a manner reflecting that.</span></span></li>
<li><span style="color: #333333; font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="line-height: 16.015998840332px;">Public Speaking: If you're a PR manager, you're going to have to speak in public or on camera at some point. It's important for the audience to see you as confident, so if you're uncomfortable with this aspect, get involved with a group such as <a href="https://www.toastmasters.org/" target="_blank">Toastmasters</a> or <a href="http://www.dalecarnegie.com/" target="_blank">Dale Carnegie</a>. When you are in front of a group, as far as they're concerned you <b>are</b> the brand, so this is ultimately an investment in the brand itself. Speaking in public isn't easy, and not everyone can do it, even with training, so keep the option of hiring a spokesperson open.</span></span></li>
<li><span style="color: #333333; font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="line-height: 16.015998840332px;">Creativity and Good Judgement: What could be seen as a PR stunt in some hands could be completely brilliant when executed properly. Be open to new ideas and inspiration, but make sure they don't betray the brand you've spent such time and energy building.</span></span></li>
<li><span style="color: #333333; font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="line-height: 16.015998840332px;">Grace Under Pressure: Public relations can be frustrating at times and you're human, so there will be times that your nerves are frayed and you will want nothing more than to cut loose on someone. As long as you never, <i>ever</i> act on that urge you'll be fine. If someone goading you sets off your temper (in person, over the phone, on social media or in email), it may be best to look into hiring a spokesperson or PR manager, as losing your cool just once could damage your brand. Remember, the Internet never forgets anything, and a momentary lapse could haunt you for a very long time.</span></span></li>
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<tr><td style="text-align: center;"><a href="http://1.bp.blogspot.com/-NZ0FxVlTd9Y/VcofGapjO7I/AAAAAAAAAV0/zvLPY9JPql8/s1600/travolta.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Meme of John Travolta kissing Scarlett Johanssen." border="0" height="320" src="http://1.bp.blogspot.com/-NZ0FxVlTd9Y/VcofGapjO7I/AAAAAAAAAV0/zvLPY9JPql8/s320/travolta.png" title="The Internet never forgets. Just ask John Travolta." width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Trebuchet MS, sans-serif;">The Internet <b>never</b> forgets.<br />Just ask John Travolta.</span></td></tr>
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<span style="color: #333333; font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="line-height: 16.015998840332px;">Public relations is a big job. If you want to put a plan in place, or let an agency handle the duties, contact Brockett Creative Group by calling 315-797-5088 or emailing us <a href="mailto:info@brockettcreative.com" target="_blank">here</a>.</span></span></div>
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Anonymousnoreply@blogger.com0New Hartford, NY 13413, USA43.0590994 -75.30623260000004442.9662984 -75.467594100000042 43.1519004 -75.144871100000046tag:blogger.com,1999:blog-2159217859957839109.post-10432852244869742472015-08-04T09:19:00.000-04:002015-08-18T09:52:20.319-04:00The Password Is: Ch@nge_1t!<div class="MsoNormal">
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">Passwords can be a real pain…if you’re doing them right. The easy ones that are effortless to key in are the ones that leave you – and your information – most vulnerable.</span></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Hackers get into accounts for many reasons: identity or information theft, financial gain, to learn confidential information, or just because they can. Your password can make this a cakewalk for hackers, or it can make it more trouble for them than it’s worth. There’s even an <a href="http://random-ize.com/how-long-to-hack-pass/" target="_blank">online calculator</a> that figures out how long it would take a hacker to break your password (because of <i style="mso-bidi-font-style: normal;">course</i> there is). My go-to password could be hacked in 1 month, 25 days max.</span><o:p></o:p></span><br />
<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><br /></span>
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://1.bp.blogspot.com/-XEYjDx16U-c/VaU_w4NZwjI/AAAAAAAAASs/wFTpRZxO5tQ/s1600/brick%2Bpassword.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Photo of Steve Carell as Brick in Anchorman with the text, "I changed my password to "incorrect". So whenever I forget what it is the computer will say "Your password is incorrect."" border="0" height="320" src="http://1.bp.blogspot.com/-XEYjDx16U-c/VaU_w4NZwjI/AAAAAAAAASs/wFTpRZxO5tQ/s320/brick%2Bpassword.jpg" title="Brick's password meme" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Trebuchet MS, sans-serif;">Not funny, Brick. <br />Okay, maybe it's a little funny.</span></td></tr>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><br /></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">We at Brockett Creative Group advise the following to keep your passwords secure:</span></div>
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<ul>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Choose a website host that is equipped to withstand hacker attacks. BCG's subsidiary tSpark was the victim of a hacker assault earlier this year, but was able to handily withstand it, leaving our clients unaffected. </span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Change passwords if a personal or professional relationship ends. Maybe the individual who was terminated didn't get passwords, but maybe he or she did. You don't want to find out that they did by suddenly finding your personal or work life in complete chaos.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Mix it up: don't simply change the number at the end of your existing password from a "1" to a "2." Think of something you'll remember, and play with it by removing letters so it's not a complete word, using numbers or symbols in place of certain letters, adding random capital letters, or playing with syntax (high five, anagram fans, for this is your time to shine).</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The longer the password, the better. It will take longer for the hackers' programs to break your password, making it likelier that they'll move on to another victim. It takes more time to key in, but it's worth the extra seconds.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Use different a different password for each of your online accounts. This is my least favorite because a) I can't argue with it even though I want to, since it makes complete sense, and b) because thinking up new passwords for every login costs me valuable Netflix time. Unfortunately, like filing taxes, you could face consequences if you don't do it. There is a silver lining, as you can use a <a href="http://www.howtogeek.com/141500/why-you-should-use-a-password-manager-and-how-to-get-started/" target="_blank">password manager</a> to store all of the strong, unique passwords that you've abandoned Netflix to craft. You will only need to remember the master password, and the manager will provide the individual password to its matching website login. BOOM - your binge watching plans are back on!</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">If you have access to highly sensitive information - such as others' social security numbers or bank account information - you may be required to change your password often. Some IT departments have automatic and mandatory password resets quarterly. While this used to be the standard in password security, the current thinking is that it isn't effective, as hackers will not lurk and observe for weeks or months before they strike. It's also not that easy to come up with several strong, unique passwords multiple times in a year, so as time passes your passwords get weaker and easier to crack. This method would be most effective in a case where the person (probably known to you) who got ahold of your password is snooping and surreptitiously viewing your personal information and communications.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Change passwords as soon as you become aware of a potential compromise. Security compromises happen in many ways: a breach at a financial institution (remember the <a href="http://www.npr.org/sections/thetwo-way/2015/03/19/394039055/target-offers-10-million-settlement-in-data-breach-lawsuit" target="_blank">Target debacle</a>?), an encryption flaw such as 2014's <a class="" href="http://mashable.com/2014/04/09/heartbleed-bug-websites-affected/" target="_blank">Heartbleed</a>, or an email or phishing scam. Even if initial reports are that there <i>may</i> have been a breach, don't take any chances - change your passwords. If it turns out that there was no breach, no harm was done and if there was, you've gotten a little ahead of the game.</span></li>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">If you'd like to learn more about tSpark hosting and its security measures, <a href="mailto:info@brockettcreative.com" target="_blank">email</a> us, or call the office at 315-797-5088.</span></div>
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://4.bp.blogspot.com/-18On-SPsYiM/VaU_xCPnCsI/AAAAAAAAASw/10oZP6trVXg/s1600/column_funny-dog-meme-someone-figured-out-my-password-now-i-have-to-rename-my-dog.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="A photo of a boxer dog laying on a couch, with the caption, "Someone figured out my password, now I have to rename my dog."" border="0" height="266" src="http://4.bp.blogspot.com/-18On-SPsYiM/VaU_xCPnCsI/AAAAAAAAASw/10oZP6trVXg/s400/column_funny-dog-meme-someone-figured-out-my-password-now-i-have-to-rename-my-dog.jpg" title="Someone figured out my password, now I have to rename my dog." width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Trebuchet MS, sans-serif;">Not funny, doggie. <br />Okay, maybe it's a little funny.</span></td></tr>
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Anonymousnoreply@blogger.com0New Hartford, NY 13413, USA43.0590994 -75.30623260000004442.9662984 -75.467594100000042 43.1519004 -75.144871100000046tag:blogger.com,1999:blog-2159217859957839109.post-48115061057776241632015-07-21T09:15:00.000-04:002015-08-18T09:50:51.536-04:00Making the Hashtag Work for Your #Business<div class="separator" style="clear: both; text-align: center;">
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<a href="http://1.bp.blogspot.com/-s861OzEWjFs/VdM4Ji_4N9I/AAAAAAAAAHc/8zwTB8UDh3M/s1600/hashtags-blog-804.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://1.bp.blogspot.com/-s861OzEWjFs/VdM4Ji_4N9I/AAAAAAAAAHc/8zwTB8UDh3M/s1600/hashtags-blog-804.jpg" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Fans of <a href="http://www.imdb.com/title/tt3339966/" target="_blank">Unbreakable Kimmy Schmidt</a> got laughs watching the protagonist adjust to several changes in the world after being apart from it for a decade, including the explosion of social media, with her (mis)understanding of hashtags quickly becoming a meme.</span><br />
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="http://1.bp.blogspot.com/-FIfN4dwFdMQ/VZGHIbPOqCI/AAAAAAAAARg/8qhHpmstZIc/s1600/hashbrown%2BKimmy.gif" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Still from "Unbreakable Kimmy Schmidt." Kimmy is showing a woman her phone, and the caption is , "Hashbrown no filter."" border="0" height="223" src="http://1.bp.blogspot.com/-FIfN4dwFdMQ/VZGHIbPOqCI/AAAAAAAAARg/8qhHpmstZIc/s400/hashbrown%2BKimmy.gif" title="Still from "Unbreakable Kimmy Schmidt."" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Trebuchet MS, sans-serif;">#LOL</span></td></tr>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">However, if social media is part of your marketing strategy (and it most likely is), it is important to know how to use the hashtag to your benefit.</span><br />
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Basically, a hashtag used on social media is a way for the user to gain quick access to the content tagged with the "#" sign and a word, name, or phrase. The hashtag links to a list of posts that include it - or some iteration of it - and can serve as an instant news feed or an up-to-the-second trend measurement.</span><br />
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<h3>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Hashtags will help you:</span></h3>
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<ul>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Categorize posts<span style="font-weight: normal;">: We are bombarded with information on social media, and it can get very overwhelming very quickly. The last thing we want is a frustrated user, so keep your hashtags simple and to the point. Since this post is about using the hashtag in social media, it would make sense for us to use #socialmediamarketing in a hashtag. The category hashtag will most likely be the broadest in scope, potentially covering a number of topics that fall under the category.</span></span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Reach followers of a specific hashtag<span style="font-weight: normal;">: Hashtags can get specific, and they can be all over the place in terms of topic. I just went to Twitter and looked at the current trends, which include #NationalFriedChickenDay (silly), #mondaymotivation (ongoing trend), and #WalterReed (news). This will be considerably more narrow in scope than your categorizing hashtags. For this post, we would use #hashtagmarketing to reach people who have an interest in the topic. Users searching for that exact term, or for #hashtag and/or #marketing would be included in the results. Hashtag trending can generate a great deal of attention, with news programs often recapping news events that became hugely popular in that news cycle.</span></span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Speak to person or company monitoring a hashtag<span style="font-weight: normal;">: If we've heard it once, we've heard it one hundred times - social media is a conversation. Some brands will hold online conversations on a specific date and time and assign a hashtag for participants to use: think of <a href="http://www.nbcchicago.com/entertainment/entertainment-news/Tonight-Show-Hashtags-DadQuotes-308365511.html" target="_blank">Jimmy Fallon</a> asking viewers to Tweet about a specific subject using a related hashtag and then reading responses during The Tonight Show. Others use a hashtag to organize a meetup of users, or during a "takeover" by a user who is given temporary control of a brand's account. Even if users don't actively participate and only monitor the action, they will still come away with more insight into the topic.</span></span></li>
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<h3>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Much like The Force, the hashtag must be used wisely:</span></h3>
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<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Do your homework</b>: Research hashtags to find out if what you have in mind is being used, or if there's a similar one that already has some traction. By knowing what hashtags are already in play, you'll learn what your audience's interests are and what conversations are already taking place, so you can fine tune your hashtags if need be. You also don't want your hashtag to be so specific that you're the only one using it.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Be unique</b>: Using terminology that's too common in a hashtag will result in a lot of static for your user to wade through, and not many will have the patience for that. Sometimes this is unavoidable, but can be tweaked by adding a little extra to the hashtag. Remember our categories? #Socialmedia may result in a lot of noise, but #socialmediamanagement will filter out much of that.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Know when to say no</b>: Hashtags can backfire big time, especially for a takeover or a Q&A. Chances are, if you're a politician or if your brand is at all controversial, stay away from these unless you're ready to go toe-to-toe. Just ask <a href="http://www.buzzfeed.com/jarrylee/fifty-shades-of-shade#.pkw38y8P" target="_blank">E.L. James</a> or <a href="http://www.salon.com/2015/06/30/who_thought_that_an_askbobby_jindal_twitter_dialogue_would_be_a_good_idea/" target="_blank">Bobby Jindal</a> about their recent Twitter Q&A disasters (there are many people who literally believe that their handlers hate them and were setting them up for failure - <i>that's</i> how awry things went). Sure, any brand or person is going to have some <a href="https://www.psychologytoday.com/blog/your-online-secrets/201409/internet-trolls-are-narcissists-psychopaths-and-sadists" target="_blank">trolls</a>, but with <a href="http://www.mycustomer.com/feature/social-crm/6-top-tips-avoiding-twitter-qa-disaster/166354" target="_blank">preparation</a> and an understanding of the undertaking, these events can be successful.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Be prepared</b>: If you're using a hashtag for a contest or a giveaway, be prepared to have someone dedicated to monitoring the conversation, and have a list of possible disagreements along with your official responses to them. Being very clear about the scope and the rules at the get-go will prevent many of these issues from arising. It's also a good idea to anticipate questions and/or arguments for <i>any</i> hashtag event by preparing a FAQ that covers potential scenarios with appropriate responses (social media monitors are only human, and their nerves can be plucked, so a script will help them - and their blood pressure - stay even and avoid an argument).</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Engage</b>: A very specific hashtag can be incredibly successful...as long as people know to use it. Promote the hashtag across all of your social channels, and consider devoting a blog post - even a brief one - to it. Start rolling out the hashtag about a week before you want the conversation to start in order to get it in front of as many eyes as possible. On the flip side, don't hesitate to seize an opportunity to engage your audience with a hashtag conversation if an opportunity presents itself suddenly, just do it wisely.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Don't go overboard</b>: Too many hashtags are obnoxious to users. Just don't. Keep it to two relevant hashtags, max. <a href="http://www.prdaily.com/Main/Articles/Study_Overusing_Facebook_hashtags_correlates_with_16350.aspx" target="_blank">Trust me</a>.</span></li>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Hashtags used strategically can help you build and engage an audience for your brand. Following the guidelines above will help you plan and implement both a hashtag campaign and enhance your current social media strategies and policies. For guidance with starting or managing social media campaigns, contact Brockett Creative group by <a href="mailto:info@brockettcreative.com" target="_blank">email</a> or by calling 315-797-5088.</span></div>
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Anonymousnoreply@blogger.com0New Hartford, NY 13413, USA43.0590994 -75.30623260000004442.9662984 -75.467594100000042 43.1519004 -75.144871100000046tag:blogger.com,1999:blog-2159217859957839109.post-85592240703051236172015-07-07T09:36:00.000-04:002015-08-18T09:54:52.688-04:00Beyond the Logo: Your Brand Is Your Word<div class="MsoNormal">
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<a href="http://1.bp.blogspot.com/-BrHYfQbiuJ8/VdM5HEsrxII/AAAAAAAAAH0/sp1o_DiR8rY/s1600/branding-blog-804.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://1.bp.blogspot.com/-BrHYfQbiuJ8/VdM5HEsrxII/AAAAAAAAAH0/sp1o_DiR8rY/s1600/branding-blog-804.jpg" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><a href="http://www.nike.com/us/en_us/?ref=https%3A%2F%2Fwww.google.com%2F" target="_blank">Nike</a></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><a href="http://www.sesamestreet.org/" target="_blank">Sesame Street</a><o:p></o:p></span></div>
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<a href="http://www.toyota.com/" target="_blank"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Toyota</span></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">The above names represent well-known products. We can all probably conjure up their logos, descriptions, and our own feelings and/or beliefs about each in a matter of seconds because each of these products has gone beyond simply choosing names and logos and created brands. Case in point: the <a href="http://www.marthastewart.com/" target="_blank">Martha Stewart Living Omnimedia</a> brand isn’t just a multimedia company, it’s a lifestyle, and a great deal of effort went into crafting that identity.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">At BCG, we tell clients “Your brand is your word.” The information that you convey to consumers through your brand is your promise. It stands for not just the product, but what the product <i style="mso-bidi-font-style: normal;">means</i>. <o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Branding is not a modern concept – <a href="http://www.aef.com/pdf/landa_history_rev2.pdf" target="_blank">not by a long shot</a></span><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">.<span style="mso-spacerun: yes;"> </span>Artisans have been marking their wares with identification since prehistoric times, and as commerce evolved, branding followed.</span><o:p></o:p></span><br />
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<tr><td style="text-align: center;"><a href="http://1.bp.blogspot.com/-9oU7oc1Qyck/VYLizT8ygZI/AAAAAAAAAPc/PfHSTxsqisM/s1600/horse%2Beffigy%2Bcomb.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="A horse effigy comb made of antler or bone from the time of Iroquois contact with Europeans. Fenimore Art Museum, Cooperstown, NY." border="0" height="400" src="http://1.bp.blogspot.com/-9oU7oc1Qyck/VYLizT8ygZI/AAAAAAAAAPc/PfHSTxsqisM/s400/horse%2Beffigy%2Bcomb.jpg" title="A horse effigy comb made of antler or bone from the time of Iroquois contact with Europeans. Fenimore Art Museum, Cooperstown, NY." width="263" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Verdana, sans-serif;">In North America, many artifacts from the time of European contact and earlier have marks that were likely made by the artisan to identify who made it (more likely a tribal affiliation than a personal attribution). In other words, the idea of branding is old, you guys. You can find the <a href="http://collections.fenimoreartmuseum.org/items/show/897" target="_blank">comb</a> pictured at the Fenimore Art Museum in Cooperstown, NY.</span></td></tr>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Marketplace competition requires anyone who makes a product – from the Etsy artist down the road to BMW headquarters – to set his or her goods apart from similar merchandise. Enter a branding strategy and execution.<o:p></o:p></span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">As the Caterpillar said to Alice, “<a href="https://youtu.be/QgbntWU7pG8" target="_blank">Who are you?</a>”</span></b></h3>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Everything about your brand should reflect what your business stands for, not just what you produce. Is your product cutting-edge or classic? Are your ideal customers in their 20s or their 40s? Do you offer the affordable option or the luxury one? <o:p></o:p></span></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">In other words, are you Prabal Gurung for Target or are you Burberry? Both are clothing lines, but they target divergent audiences and trigger completely different responses from consumers. You must be clear on your identity and then build your brand around it.</span><o:p></o:p></span></div>
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<tr><td style="text-align: center;"><a href="http://3.bp.blogspot.com/-8CwNvjINolE/VYGGRROSI5I/AAAAAAAAAOg/GLA43hrUPwg/s1600/Prabal-Gurung-Target-Collab1.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Four models wearing bright, modern clothing from the Prabal Gurung for Target line." border="0" height="285" src="http://3.bp.blogspot.com/-8CwNvjINolE/VYGGRROSI5I/AAAAAAAAAOg/GLA43hrUPwg/s400/Prabal-Gurung-Target-Collab1.jpg" title="Are you more of a Prabal Gurung for Target..." width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Verdana, sans-serif;">Are you this?</span></td></tr>
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<tr><td style="text-align: center;"><a href="http://4.bp.blogspot.com/--XHEm0EIzgc/VYGGYoNqNJI/AAAAAAAAAOs/it4GlMixc00/s1600/Burberry-Spring-Summer-Campaign-alex-pettyfer-4475686-1418-641.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Four models wearing classic Burberry raincoats in a botanical garden." border="0" height="180" src="http://4.bp.blogspot.com/--XHEm0EIzgc/VYGGYoNqNJI/AAAAAAAAAOs/it4GlMixc00/s400/Burberry-Spring-Summer-Campaign-alex-pettyfer-4475686-1418-641.jpg" title="or are you more like Burberry?" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Verdana, sans-serif;">Or are you more of this?</span></td></tr>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">In fashioning your identity, some straightforward questions can guide you:</span></div>
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<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; text-indent: -0.25in;">Do you have a mission statement? If you are a not-for-profit organization, you certainly do, but they are also worthwhile to corporations. While making enough money to be successful and keep the doors open is important to you, corporate values such as supporting specific initiatives and programs (<a href="http://www.toms.com/improving-lives" target="_blank">TOMS shoes</a>), a commitment to green practices (<a href="http://www.adobe.com/corporate-responsibility/sustainability.html" target="_blank">Adobe Systems</a>), or providing opportunities for those living in impoverished areas (Nike Foundation's <a href="http://mashable.com/2014/10/02/nike-foundation-girl-effect-accelerator/" target="_blank">Girl Effect</a>) are important to more and more consumers. As our individual identities as people are a mix of characteristics, so are business identities, and you want consumers to know what sets you apart from the competition.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; text-indent: -0.25in;">What makes your product special? Why should the consumer pass over their usual choice and try your product? It’s not easy to lure people away from items in their comfort zones, so this needs to be compelling. Again, it’s setting your product apart from the competition.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; text-indent: -0.25in;">Even if your company is a startup, there are people out there who have experience with your goods or services – they’re your first focus group. What do they think of your company, your product(s), and your customer service? If you’ve been in business for a while, you have a great opportunity to look at your customers’ behavior and learn what they love, what they dislike, and what they think.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="text-indent: -0.25in;">What do you want people to think of when they see your logo or hear your name? Keeping this list down to two or three descriptive words will help you maintain brand focus.</span> </span></li>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Logo Mojo</span></b></h3>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">At BCG, the step following defining your identity is logo development. Logos can be the brand name, an image representing the brand, or a combination of both. Sometimes a tagline is included; for example, often <a href="http://help-us.nikeinc.com/app/answers/detail/a_id/497/~/nike-and-the-swoosh" target="_blank">Nike</a> uses “Just Do It,” but it’s just as recognizable if they only use their name and/or their swoosh. <o:p></o:p></span></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">It’s important to take your time on logo design, as it needs to represent your brand for many, many years. Changing an established logo should not be undertaken lightly, as that is how consumers recognize you immediately. If someone says “<a href="https://www.wendys.com/" target="_blank">Wendy’s</a>,” what is the first thing that pops into your mind? It’s probably not a Frosty or a burger, but their name with their red-haired, Pippi Longstocking-esque mascot. People get familiar with logos and think of them as the brand itself. Because the brand and the logo are often one and the same in people’s minds, you want to get it right (Google “worst logos” for confirmation). Your logo will be almost everywhere, from your signage and business cards to your invoices and advertisements. </span><o:p></o:p></span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><a href="https://youtu.be/RbMLXEAHTTo" target="_blank">Make It Work</a></span></b></h3>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Next comes the decisions about how to use the four “W”s to promote your brand: what, where, when, and to whom.</span></div>
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<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="text-indent: -0.25in;">What is your message? This is where having a solid sense of your corporate identity comes back into </span>play,<span style="text-indent: -0.25in;"> because your message must be consistent. Your logo will remind people of your message and the two will become intertwined in the minds of current and potential customers.</span></span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; text-indent: -0.25in;">Where are you going to spend your promotion dollars? Your target audience will probably help you to determine this. Do you reach them through television advertising, remarketing web ads, or through an app such as Pandora? These certainly aren’t mutually exclusive avenues, but you’ll want to throw resources behind some more than others. If your product is geared toward people who like to cook, a Pinterest plan and ads on food and lifestyle sites could work to your benefit, so you'll want to focus your investment there.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; text-indent: -0.25in;">When are you going to promote? This ties in closely to knowing your target audience, as you will want to be aware of their interests and their patterns. For example, if your product appeals to active men in their 20s and 30s, you may want to look at advertising during sporting events or remarketing on websites devoted to outdoor activities and sports.</span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="text-indent: -0.25in;">Who is your target audience? Knowing what you want to communicate to specific demographics and what their behavior is cannot be underestimated. This will influence <b>all</b> of the above factors, from </span>type<span style="text-indent: -0.25in;"> of advertising to its placement and timing.</span></span></li>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br />It’s important to not overlook the front lines when it comes to communicating your brand: your staff. Your staff should be interested in your brand and care about it enough to act as an <a href="http://www.forbes.com/sites/williamarruda/2013/10/08/three-steps-for-transforming-employees-into-brand-ambassadors/" target="_blank">ambassador</a> for it. They should be able to comfortably convey the spirit of the brand and be proud of it. They should also care enough about it to bring up any issues they see in order to strengthen the brand; for example, if a customer service rep notices customers taking issue with a particular aspect of your brand, he or she should feel able to bring it up and know that the brand managers will take it under advisement. Team support will only make your brand - and your business - better. Of course, employees who are enthusiastic about your brand are invaluable <a href="https://www.sweettoothrewards.com/blog/employee-engagement-leads-customer-loyalty/" target="_blank">for many other reasons</a>, but that’s a post for a human resources director!</span></div>
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<tr><td style="text-align: center;"><a href="http://4.bp.blogspot.com/-eupri1w0CXA/VYGVtSmaz2I/AAAAAAAAAPI/U0FGsyvlAJA/s1600/Johnson-Johnson-Social-Media-Follow-Us-Banner.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Johnson & Johnson employees in red running suits with the company logo in white." border="0" height="125" src="http://4.bp.blogspot.com/-eupri1w0CXA/VYGVtSmaz2I/AAAAAAAAAPI/U0FGsyvlAJA/s400/Johnson-Johnson-Social-Media-Follow-Us-Banner.jpg" title="Image of Johnson & Johnson employees at a race from their website." width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Verdana, sans-serif;">Johnson & Johnson employees are the happiest in the United States.</span><br />
<span style="font-family: Verdana, sans-serif;">Resentful employees don't gladly wear the company logo emblazoned on running gear.</span></td></tr>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">...so make sure that it conveys what you want and promises only what you can deliver. A well-developed brand is one of your greatest assets, and taking the time, effort, and resources to get it right will pay off in the long run.</span><br />
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">If you'd like to talk about your brand, please <a href="mailto:info@brockettcreative.com" target="_blank">email</a> or call us at 315-797-5088.</span><br />
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Anonymousnoreply@blogger.com0New Hartford, NY 13413, USA43.0590994 -75.30623260000004442.9662984 -75.467594100000042 43.1519004 -75.144871100000046tag:blogger.com,1999:blog-2159217859957839109.post-42488981271037083812015-06-23T09:38:00.000-04:002015-08-18T09:55:12.190-04:00Remarketing - Why Are These Ads Following Me Around The Internet? By Scott Mathias<div dir="ltr" style="line-height: 1.38; margin-bottom: 0pt; margin-top: 0pt;">
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<span style="color: black; font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: 14.6666666666667px; vertical-align: baseline; white-space: pre-wrap;">Why are these ads following me around the Web?</span></h3>
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: 14.6666666666667px; line-height: 1.38; white-space: pre-wrap;"><br /></span> <span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: 14.6666666666667px; line-height: 1.38; white-space: pre-wrap;">You ever notice the same ads showing up wherever you go on the web? The ads you see during your web browsing experience are generally NOT there randomly. Typically, the ads you see are based upon your established web-browsing history. Sometimes, after visiting a certain website or making an online purchase, you will see their ads “following” you all around the web...generally for 1 to 3 months. </span><br />
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<span style="background-color: transparent; color: black; font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">This is called “Remarketing.” Virtually every website you visit puts a “cookie” on your device. A cookie is a small, harmless snippet of code that helps your device remember pages you have visited, login username and shopping cart details. They are also used to determine what kind of ads to serve you. </span></div>
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<span style="background-color: transparent; color: black; font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Many online advertisers are remarketing to previous visitors to their websites...unfortunately, all too many are doing this wrong. </span></div>
<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: 14.6666666666667px; line-height: 1.38; white-space: pre-wrap;"><br /></span> <span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: 14.6666666666667px; line-height: 1.38; white-space: pre-wrap;">You visit a website, browse a few pages and exit without making a purchase or completing a form. In this case, remarketing can be very effective if executed properly. You went to the website because you were interested in their product or service. Perhaps you are doing some comparison shopping and wish to check out other websites before making a purchase. </span><br />
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<span style="background-color: transparent; color: black; font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">In this case, a remarketing campaign would be effective. Over the next 30-90 days, the advertiser can show you ads on over 2 million websites that serve Google ads. When you arrive at one of these sites, a cookie on your device identifies you as a “member” of a remarketing list. You are then served an ad to “remind” you about that website you visited some time ago. These types of ads can go a long way towards building top-of-mind awareness about your brand or product...but if not properly administered, can leave a bad taste in the mouth of the viewer.</span><br />
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<a href="http://2.bp.blogspot.com/-BgonxbZbIAA/VYgHNwwb8EI/AAAAAAAAAQQ/cjAAiEBnD_Q/s1600/remarketing-illustration.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="Illustration of the remarketing process. Visitor to website, visitor leaves website, visitor sees your ads on other sites, and finally the visitor returns to your site." border="0" height="238" src="http://2.bp.blogspot.com/-BgonxbZbIAA/VYgHNwwb8EI/AAAAAAAAAQQ/cjAAiEBnD_Q/s640/remarketing-illustration.jpg" title="Illustration of the remarketing process." width="640" /></a></div>
<span style="background-color: transparent; color: black; font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><br /></span>
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<span style="background-color: transparent; color: black; font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Too many advertisers set up remarketing campaigns and give no consideration to setting a frequency cap. All too often, advertisers inadvertently serve way too many ads to a previous visitor to their website, making the potential customer question their privacy, and simply get sick of seeing the same ad over and over again, everywhere they go on the internet.</span></div>
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<span style="background-color: transparent; color: black; font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: 14.666666666666666px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Think about the product or service you are selling. How often does your potential customer think about what you are selling? Is it something they need all the time or only once in a while? What is the typical buying cycle for your product or service? Ask yourself these questions and then determine a logical frequency cap for your ads. You can limit the number of ads a potential customer sees on a daily, weekly or monthly basis. Further, you can determine how long to serve ads after someone visits your site. Typically, you can choose to remarket ads to your website visitors for 30, 60 or 90 days. </span></div>
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Anonymousnoreply@blogger.com0New Hartford, NY 13413, USA43.0590994 -75.30623260000004442.9662984 -75.467594100000042 43.1519004 -75.144871100000046tag:blogger.com,1999:blog-2159217859957839109.post-6682484393072645342015-06-09T09:33:00.000-04:002015-08-18T09:55:55.247-04:00Access for All: Section 508 Web Compliance<div class="separator" style="clear: both; text-align: center;">
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">Ah, the joy of plowing through the legal prose to figure out how to build or retrofit a website! Said no one ever (at least that’s how the kids put it these days). Today is your lucky </span>day,<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;"> because we at Brockett Creative Group have gone over the law so that you don’t have to…</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Section 508 (aka <span style="color: black; mso-bidi-font-family: "Lucida Grande";">§</span> 1194) is an amendment to the Rehabilitation Act of 1973, and is designed to remove barriers to information technology – including the web – for people with disabilities. For those of us living and/or working in New York, bear in mind that the Empire State adopted these standards in 1999. (To see if your state has adopted accessibility standards, and to learn what they are, click <a href="http://accessibility.gtri.gatech.edu/sitid/state_prototype.php?state=32#32WebAccess" target="_blank">here</a>.) Most specifications were devised for people with vision impairments, many of whom use assistive technology readers to translate web pages and communicate their content to the user. Web pages, web applications, and all attached files on an intranet or the Internet are subject to this amendment.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">If you are a federal or New York State agency, you bet you are! Other agencies, organizations, and businesses that <i style="mso-bidi-font-style: normal;">must</i> comply are those receiving federal or New York State funds, or are under contract with a federal or NYS agency. Basically, if you deal with the government on any sort of business level, your websites fall under Section 508.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Military command, weaponry, intelligence, and cryptologic activities are the only areas exempt from Section 508.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">I definitely wouldn’t go that far. <a href="https://www.census.gov/newsroom/releases/archives/miscellaneous/cb12-134.html" target="_blank">Nearly a quarter of the United States’ population</a> has a disability – some obvious and some not. You have a website so that you can communicate your message to the broadest possible audience and reach people who are interested in what you have to offer. Think of what you’ve invested in your website (in both financial capital and human resources); do you really want to keep 19% of Americans from accessing that? No, you do not.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">I’m not going to lie to you: this part may be boring, but it’s good for reference. Skip ahead to the next heading to learn how we figure out if your website is 508 compliant or not. If you’re sticking with this section, go ahead and get a cup of coffee or a 5-Hour Energy. It’s okay, I’ll wait.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Ready? <a href="https://www.section508.gov/section-508-standards-guide#web" target="_blank">Here</a> are the Section 508 Web Standards… <o:p></o:p></span></div>
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<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">There must be a text equivalent for every non-text element such as photos and video. Alt-tags are a great example of text equivalent.</span></span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="text-indent: -0.25in;">Equivalent alternatives for multimedia presentations must be synched with the presentations. For example, YouTube generates text for videos that are uploaded, which then scrolls at the bottom of the video, basically in </span>synch<span style="text-indent: -0.25in;"> to what is happening on the screen.</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">All information conveyed using color must be made available without color context or markup. That doesn’t mean that you shouldn’t bother with colorful charts. You can still create them, just make sure that you have enough contrast among colors so that a user can differentiate the information with shades of gray.</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Documents must be organized so that they are readable without the use of a style sheet. In other words, the copy should read on the page so it makes logical sense – no freestyle bouncing around!</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Redundant text links must be provided for each active region of a server-side image map. Basically, you use descriptive links for each region of an image map so that an assistive reader can translate it.</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Client-side image maps must be provided in place of server-side image maps except where regions cannot be defined with an available geometric shape. The same method used in “e” applies here, so describe away!</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Row and column headers must be identified for data tables. Without clear identification, an assistive reader will not be able to read the headers (readers do not pick up bold or italicized text).</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Markup must be used to associate data cells and header cells for data tables that have two or more logical levels of row or column headers. This is the same as item “g.”</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Frames need to be titled with text that facilitates frame identification and navigation. Provide a title for the frame, indicating its purpose so a reader can communicate that to the user.</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Pages must be designed to avoid the screen from flickering with a frequency of greater than 2Hz and lower than 55Hz.</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Text-only pages with equivalent information and functionality must be provided when compliance cannot be reached in another manner. Text rules over all when it comes to 508 compliance!</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">For pages using scripts for content or interface elements, the information provided by the script must be identified with functional text that can be read by assistive technology.</span></span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="text-indent: -0.25in;">When a page requires an applet, plug-in, or other application to interpret information, the page must provide a link to a plug-in or applet that complies with </span><span style="text-indent: -0.25in;">(a) through (l) of this list.</span></span></li>
<li><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="text-indent: -0.25in;">For </span>E-forms<span style="text-indent: -0.25in;"> designed for online completion, the form must allow people using assistive technology to access the information, field elements, and functionality required for completion and submission of the form, including directions and cues.</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">A method allowing users to skip repetitive navigation links must be provided.</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">For timed responses, the user must be alerted and given sufficient time to indicate that they need more time.</span></span></li>
</ol>
<br />
<div class="MsoListParagraphCxSpLast" style="mso-list: l0 level1 lfo1; text-indent: -.25in;">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><o:p> </o:p>You can find examples of compliance pass/fail <a href="http://webaim.org/standards/508/checklist" target="_blank">here</a>.</span></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<h3>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>How in the World Do I Find and Fix Compliance Issues?</b></span></h3>
</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">After reading that list with your website in mind, you may be thinking of trading in your coffee for a whiskey, but there’s no need! At Brockett, we frequently run 508 Compliance Scans for our clients.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">508 Compliance Scans:</span></div>
<div class="MsoNormal">
</div>
<ul>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Identify elements that do not have the required alternative text;</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Indicate where the option to skip repetitive navigation is needed;</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Ensures that color-coded information has enough contrast;</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Detects where tags are needed so that assistive technology will work;</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Indicate whether or not the site is difficult for users with learning disabilities to navigate;</span></span></li>
<li><span style="text-indent: -0.25in;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Much, much more…</span></span></li>
</ul>
<br />
<div class="MsoListParagraphCxSpLast" style="mso-list: l1 level1 lfo2; text-indent: -.25in;">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<h3>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><b>Yikes! I Need Help with This…</b></span></h3>
</div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Brockett Creative Group has the technology to run a compliance scan on your website and provide you with a report that will allow you to fix any issues. Your website may not be required to comply with Section 508, but without it, millions of people are out of your message’s reach.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Call (315) 797-5088 or <a href="mailto:info@brockettcreative.com" target="_blank">email</a> us to learn how we can help your website be as accessible as possible.</span><o:p></o:p><br />
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Anonymousnoreply@blogger.com0New Hartford, NY 13413, USA43.0590994 -75.30623260000004442.9662984 -75.467594100000042 43.1519004 -75.144871100000046tag:blogger.com,1999:blog-2159217859957839109.post-16197879797397027502015-06-01T14:05:00.000-04:002015-06-18T11:42:16.833-04:00Brockett Creative Group Confirmed As A Google Certified Partner<div class="separator" style="clear: both; text-align: center;">
<a href="http://3.bp.blogspot.com/-F5rFXr3Zfto/VWydKvXLo0I/AAAAAAAAANE/FVVhQHp6ml4/s1600/PartnerBadge-Horizontal.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><img alt="Google Certified Partner Logo: White "g" on a blue background." border="0" src="http://3.bp.blogspot.com/-F5rFXr3Zfto/VWydKvXLo0I/AAAAAAAAANE/FVVhQHp6ml4/s1600/PartnerBadge-Horizontal.jpg" title="Brockett Creative Group Confirmed As A Google Certified Partner" /></span></a></div>
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<span style="background-color: transparent; color: black; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Brockett Creative Group (BCG) in New Hartford, NY, has been confirmed as a Google Certified Partner. With this, BCG has joined an elite group, as there are currently only four such Partners between Syracuse and Albany. This certification demonstrates that Brockett Creative is ready and able to assist medium- to large-sized companies market themselves in the now highly competitive Internet Marketing field. </span></span></div>
<b id="docs-internal-guid-f9a5d58d-b045-6ef7-cef6-595c15c67816" style="font-weight: normal;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></b>
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<span style="background-color: transparent; color: black; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Google Partners is the Internet leader’s platform for advertising agencies and other organizations who design Internet marketing campaigns. In order to attain certification, Google Partners must demonstrate that their business is healthy, have high client satisfaction rates, and a dedication to Google best practices (designing high-quality websites that meet Google’s requirements for search results and ranking). Partners must pass an exam proving their familiarity with Google’s best practices.</span></span></div>
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<span style="background-color: transparent; color: black; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Scott Mathias lead the initiative in attaining the certification at BCG. In addition to a long career in Internet Technology and Marketing, Matthias had attained Google Partner status in the past while working for a television station is Albany.</span></span></div>
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<span style="background-color: transparent; color: black; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">According to Mathias, “Effective internet marketing requires a careful coordination with the website developer in order to ensure a positive experience for the viewer. Getting the user to click on an ad is one thing. Getting them to become a customer, and then a repeat customer, is the ultimate goal. As a Google Certified Partner in the Albany area, one of my greatest challenges was getting the customer’s website developer on board with the marketing plan. Simple changes and tweaks need to be made to pages to ensure the advertiser is getting the lowest possible cost-per-click, but it is equally important to ensure that the user who clicks on your ad has a positive experience once arriving at your website. Now, I am working directly for the website developer and have the ability to optimize the client’s website from the inside, and seeing excellent returns on investments.”</span></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><span style="background-color: transparent; color: black; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Among BCG’s satisfied Internet marketing clients is Barneveld business owner Dan Hudon. He says of his Google Partner experience, “</span><span style="background-color: white; color: black; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">I thank Brockett Creative Services on behalf of Hud-Son Forest Equipment and Hudon’s Snowmobile Salvage for introducing Google Partners to our organization. The staff has helped us take our companies to new levels of internet sales and gaining leads that we needed. Brockett’s advice for helping us set goals in our marketing needs helped bring new business partners, companies, and customers from all over the USA, Canada, and across the world. Our Google performance record is showing great growth since we made Brockett our local partner.”</span></span></div>
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<span style="background-color: transparent; color: black; font-size: 15px; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Matt Brockett, BCG President, added, “Now, with the addition of Scott on our team, we have the ability to offer our clients a more comprehensive approach towards Internet Marketing. Not only will we build you a beautiful, modern website, we will also ensure that it's optimized to perform well in search, and also we can actively market your website to get you the immediate traffic you’re looking for.”</span></span><br />
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Anonymousnoreply@blogger.com0New Hartford, NY 13413, USA43.0590994 -75.30623260000004442.9662984 -75.467594100000042 43.1519004 -75.144871100000046tag:blogger.com,1999:blog-2159217859957839109.post-89295228932385165582015-06-01T13:55:00.002-04:002015-06-18T11:42:26.785-04:00Search Engine Marketing: What Is It, And Why Do I Need It? By Scott Mathias<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-3U_I7N4iCJw/VWyaUKt9X-I/AAAAAAAAAM0/qnG66KqY-hs/s1600/sem-blog.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><img alt="Screen shot showing a laptop open to a Google search." border="0" height="334" src="http://4.bp.blogspot.com/-3U_I7N4iCJw/VWyaUKt9X-I/AAAAAAAAAM0/qnG66KqY-hs/s640/sem-blog.jpg" title="Search Engine Marketing: What Is It And Why Do I Need It?" width="640" /></span></a></div>
<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span> <span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; line-height: 1.38; white-space: pre-wrap;">So! You have a shiny, new website! That’s great! </span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; line-height: 1.38; white-space: pre-wrap;"> </span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif;">Now</span><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; line-height: 1.38; white-space: pre-wrap;"> what? Now you need traffic...and quickly! Especially so you can pay for that new website. </span><br />
<b id="docs-internal-guid-f9ca6fbd-b03b-ee77-9ff8-69a172953025" style="font-weight: normal;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><br /></span></b>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Provided you contracted with a reputable web designer, and was sure to include site-level search engine optimization, in time, your new website will slowly climb the search rankings in Google, Yahoo & Bing. In a matter of several months to several years, depending on your category, your website will eventually find it’s way to page-one of search results. But what if you can’t wait that long?</span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Especially for newly constructed websites, a Search Engine Marketing campaign can be just the shot-in-the-arm your business needs to start gaining traction in the marketplace. A properly executed search campaign can put you ahead of your competition almost immediately by “paying” for the top positions in search...but, it's important to know that getting the top ad spot in search is more than just a bidding war. It’s actually, more about the quality of your website and the content of your ads. </span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">In theory, if you have the newest website on the block, your content should be up-to-date, relevant and helpful to the visitor. Also, in theory, if you have the newest website, you are utilizing the latest website technology including being mobile-responsive. This is all very important as search engines try to ensure that the results they show are highly relevant, and point to a website where the user is going to have a good experience while there.</span></span></div>
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<span style="background-color: transparent; color: black; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">You could spend a lot of time learning platforms like Google Adwords, and eventually, you will find just the right combination of ad content and keywords that take your company’s listing to the top of search results...but not before you spend hundreds, if not thousands of dollars through trial and error! By utilizing a Google Certified Partner, ads for your business can place at the top of search immediately, driving valuable business to your door quickly and efficiently.</span></span></div>
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Anonymousnoreply@blogger.com0New Hartford, NY 13413, USA43.0590994 -75.30623260000004442.9662984 -75.467594100000042 43.1519004 -75.144871100000046tag:blogger.com,1999:blog-2159217859957839109.post-52122381414954316632015-06-01T13:41:00.000-04:002015-06-18T11:44:02.017-04:00Calls to Action: Do Something!<div class="separator" style="clear: both; text-align: center;">
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; text-align: center;">The term “call to action” has quite a ring to it, doesn’t it? Unfortunately, it’s a bit of an intimidating ring if you’re not familiar with it. This is unfortunate, as when a call to action (CTA) is done right it can really help you build relationships with the audiences you’re trying to reach with your marketing efforts. Let’s break it down…</span><br />
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<tr><td style="text-align: center;"><a href="http://3.bp.blogspot.com/-1AXA4soqmR8/VWyT5k-cK4I/AAAAAAAAALc/XnZb7pUcJSc/s1600/Club%2BW%2BCTA%2Bemail.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Screen shot of an email from Club W, asking the customer to refer a friend." border="0" height="454" src="http://3.bp.blogspot.com/-1AXA4soqmR8/VWyT5k-cK4I/AAAAAAAAALc/XnZb7pUcJSc/s640/Club%2BW%2BCTA%2Bemail.png" title="Happy customers will share calls to action for you." width="640" /></a></td></tr>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">A CTA gives your audience the <i style="mso-bidi-font-style: normal;">choice</i> to engage with you. If they disregard a call to action, they are not at the point of being serious prospects, which may or may not come in time. However, those consumers who do answer the call to action are interested in what you have to offer, and are more likely to convert into customers so you can focus your efforts on building relationships that will be fertile rather than futile.</span><o:p></o:p></span></div>
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<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Verdana, sans-serif;">Visitors to hsus.org learn about the organization's mission, and have an easy way to donate,</span><br />
<span style="font-family: Verdana, sans-serif;">thanks to the CTA "Donate Monthly" button.</span></td></tr>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Calls to action do not have to be pushy or hard sells. Case in point: a visitor to your website has the option to skip the call to action and continue on to the main site. There certainly are more aggressive CTAs out there, but you can create yours to fit your brand and goals. In December, even Facebook got into the call to action game for Pages. Organizations have the option to ask the viewer to: Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up, or Watch Video. A good CTA lets the consumer control the level of engagement, which benefits you because completed CTAs identify solid prospects for you to pursue. </span><o:p></o:p></span></div>
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<tr><td style="text-align: center;"><a href="http://1.bp.blogspot.com/-G-EgUj_28Mw/VWyT6P96R3I/AAAAAAAAALk/SaMp6iHbrkk/s1600/Facebook%2BCTA%2BOption.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Screen shot from R-CATS' Facebook page, showing the location of the Call to Action button." border="0" height="273" src="http://1.bp.blogspot.com/-G-EgUj_28Mw/VWyT6P96R3I/AAAAAAAAALk/SaMp6iHbrkk/s640/Facebook%2BCTA%2BOption.png" title="Facebook has gotten into the call to action game." width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Verdana, sans-serif;">Facebook has gotten into the Call to Action game.</span></td></tr>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><br /></span></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">CTAs are nothing if not versatile. They are appropriate for blog and social media posts, landing pages, websites, newsletters, print, radio, and television. For example, in addition to a “Shop” button (which is a call to action), Amazon.com also employs fun and engaging CTAs, such as a recent quiz that asks the site visitor, “Is time travel possible?” Based on a yes-or-no answer, the retail giant generates a list of products that may interest the customer and lead to a sale. </span><o:p></o:p></span></div>
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<tr><td style="text-align: center;"><a href="http://3.bp.blogspot.com/-gGQaaImum5c/VWyT50NKsvI/AAAAAAAAALg/TqXF2iAvLYs/s1600/Amazon%2BCTA%2B2.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img alt="Screen shot from Amazon.com showing how answering a one-question quiz leads to purchase suggestions." border="0" height="420" src="http://3.bp.blogspot.com/-gGQaaImum5c/VWyT50NKsvI/AAAAAAAAALg/TqXF2iAvLYs/s640/Amazon%2BCTA%2B2.png" title="Amazon.com call to action example." width="640" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Amazon.com engages customers with a quiz, then makes purchase suggestions based on their answers.</td></tr>
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<br /></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">A delighted consumer can be your greatest evangelist, so it’s important to make your calls to action shareable. A recommendation coming from a friend or colleague has the potential to carry more weight with prospective customers than a CTA coming directly from the brand. </span><o:p></o:p></span></div>
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<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: Verdana, sans-serif;">Share! Share! Share!</span></td></tr>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">With so much competition in both the online and bricks-and-mortar marketplaces, engaging customers and prospects is more important than ever; a visit to your website or store is simply window shopping unless you engage the visitor. Calls to action are necessary, and are very affordable to add to your existing marketing mix – you don’t have to reinvent your entire media strategy to incorporate them.<o:p></o:p></span></div>
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Anonymousnoreply@blogger.com0tag:blogger.com,1999:blog-2159217859957839109.post-65989781123358022242015-06-01T13:12:00.000-04:002015-06-18T11:47:31.996-04:00Getting the Max out of Your Mobile Website<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-cy6RMdvbJoo/VWyPsyEHf2I/AAAAAAAAALI/Ja0mYNhigt4/s1600/RWD.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="Graphic showing the layout for one website on several devices: smart phone, tablet, desktop, and laptop." border="0" height="334" src="http://4.bp.blogspot.com/-cy6RMdvbJoo/VWyPsyEHf2I/AAAAAAAAALI/Ja0mYNhigt4/s640/RWD.jpg" title="Getting the Max out of Your Mobile Website" width="640" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">It probably comes as a surprise to very few of you that between apps and browsers, mobile Internet usage has surpassed the personal computer for everything from surfing, to eCommerce, and everything in between. Smartphones still reign in popularity, tablet usage is healthy, and phablets (large-screen phones such as iPhone 6 Plus) are phasing in to replace older smartphone models – just look around your local coffee shop on a Sunday afternoon for examples. Whether your website is for business or your own personal brand (I’m looking at you, bloggers), there is no longer any doubt that it must be optimized for viewing on a variety of screens in order to give your visitors the experience they expect.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The World Wide Web can be viewed on a great range of screen sizes, from the 4.6-inch Sony Xperia Z3 Compact to a 64-inch Samsung Smart TV (not mobile, but used for Internet), and sites should ideally be designed - or even redesigned - with this in mind. There are two major methods of design currently employed for this: Responsive Web Design and Adaptive Web Design.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><u><b>Responsive Web Design (RWD)</b></u><o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Responsive Web Design is the method of choice here at Brockett Creative Group. It makes mobile websites easy to read and navigate, which tends to make your site visitors very happy! RWD makes websites viewable and functional on devices of any screen size due to three factors:</span></div>
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<li><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; text-indent: -0.25in;">Fluid Grid Layouts: By creating mobile sites to use percentages, instead of fixed variables such as pixels, the site layout can expand and contract to fit any viewing screen.</span></li>
<li><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; text-indent: -0.25in;">Flexible Images: Much like the grid layout, images are programmed in relative units rather than fixed ones to fit appropriately into mobile screens.</span></li>
<li><span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; text-indent: -0.25in;">Media Queries: This is a programming module that allows content to adapt to a screen. Its shortcoming is that it doesn’t work well in outdated browsers such as Internet Explorer 8 or below.</span></li>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Only a few short years ago, we had to build two websites for our clients: their main website and their mobile site. RWD allows us to build one site that adapts to the user’s device. This means that there is more consistency for people viewing your website on multiple devices, and less development time and cost for you.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">RWD is considered a best practice in the industry. If you’d like to learn more, you can actually read the book that launched a thousand RWD sites, <a href="http://www.amazon.com/Responsive-Design-Brief-People-Websites/dp/098444257X" target="_blank"><u>Responsive Web Design</u> by Ethan Marcotte</a>. </span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;"><u><b>Adaptive Web Design (AWD)</b></u><o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">AWD is also used for mobile website design. The major difference between this and RWD is that Adaptive Web Design requires more than one site be built. The mobile sites are much leaner than their desktop counterparts, with fewer pictures and elements such as Java and Flash.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The sites are built with specific screen-size ranges in mind, and when a mobile device attempts to access the site, the server takes the information it receives and determines which version to send based on the screen size. When new screen sizes come into the market, an AWD website will need to be revisited for a new design to accommodate the new screen.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">The benefit of this method to the user is that the site uses less data, so it could benefit mobile budgets.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Designers and programmers may have other preferences, but we at Brockett prefer RWD because of its flexibility and consistency among viewing devices. The techies over at Fast Co. Design put together an <a href="http://www.fastcodesign.com/3038367/9-gifs-that-explain-responsive-design-brilliantly" target="_blank">informative and fun collection of gifs</a> that demonstrate the differences between Responsive and Adaptive web design.<o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">Not sure if your site is mobile-friendly or not? Google has a <a href="https://www.google.com/webmasters/tools/mobile-friendly/" target="_blank">Mobile-Friendly Test</a> for that. <o:p></o:p></span></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif;">If your website isn’t making the grade, <a href="mailto:info@brockettcreative.com" target="_blank">email</a> us or call (315) 797-5088 and we’ll help you get the max out of your mobile website.</span><o:p></o:p><br />
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Anonymousnoreply@blogger.com3New Hartford, NY 13413, USA43.0590994 -75.30623260000004442.9662984 -75.467594100000042 43.1519004 -75.144871100000046tag:blogger.com,1999:blog-2159217859957839109.post-8878631057605891282014-06-25T12:46:00.000-04:002014-06-25T16:09:47.463-04:00SEO and Reputation: Putting Your Best Foot Forward<div class="separator" style="clear: both; text-align: center;">
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<a href="http://2.bp.blogspot.com/-O4GGzfFZlNY/U6rmGlcwJrI/AAAAAAAAABo/DzJWtg5sg-0/s1600/BCG-Blog-Reputation-Management.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://2.bp.blogspot.com/-O4GGzfFZlNY/U6rmGlcwJrI/AAAAAAAAABo/DzJWtg5sg-0/s1600/BCG-Blog-Reputation-Management.jpg" /></a></div>
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</h4>
<h4>
Reputation management, once solely a PR term, is now the widely used practice of controlling one's own online listings and driving down negative or unwanted results in Google.</h4>
<div>
<br /></div>
<br />
How do you know if you need to build or repair your online reputation? First do a search of your name, company name, product(s)/service(s), maybe some top employees and usernames. You'll want the most accurate results not influenced by your own personalized search history. Start by logging out of the account for the search engine, or if searching in Google, <a href="https://support.google.com/websearch/answer/1710607?hl=en">disable personalized search results</a>. Sometimes all it takes are a few bad reviews, a spiteful competitor, or a misinformed blogger to tarnish your image. Don't let others set the stage and control your brand. Here are a few SEO tactics for managing your reputation online. <br />
<br />
<h3>
Social Media</h3>
<div>
<br /></div>
Register social profiles and be as active in your accounts as possible. Fill out the profiles completely. Use tags, images, videos, and links wherever applicable. Focus on the following Networks:<br /><br />
• Twitter<br />
• LinkedIn<br />
• Facebook<br />
• Youtube<br />
• Flickr<br />
<br />
<h3>
Content Consistency</h3>
<br />
You'll want to do the same for local listing directories, and there are quite a few. Brockett Creative Group offers it's own Powerlisting service that uploads your company profile information on leading directories, maps and applications. <br />
<br />
If you or your business appears regularly in the press, create a stock bio that you can distribute to the media. Include links to your relevant pages. For example:<br />
<br />
<h4>
<i>It's all about Art and Science at BCG. For more than a decade, we have delivered impressive results to our clients through unique and powerful <a href="http://www.brockettcreative.com/#services">branding</a>, <a href="http://www.brockettcreative.com/#services">advertising</a>, <a href="http://www.brockettcreative.com/#services">online marketing</a>, and <a href="http://www.brockettcreative.com/#services">social media management campaigns</a>, and a dedication to provide the very best in web services and applications, like the <a href="http://www.tspark.com/">tSpark Content Management System</a>. </i></h4>
<div>
<i><br /></i></div>
Remember, Reputation Management and monitoring isn't static. You may enjoy favorable results today but that doesn't mean it will remain the same tomorrow. Your search results can change based on recent news, social media posts, or other SEO factors. Building and keeping a positive online rep is a continuous process that you should remain involved in. <br />
<br />
For help with your reputation management or more information on Powerlistings, contact Matt or Kari at marketing@brockettcreative.com or 315.797.5088.<br />
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<br /></div>
Anonymousnoreply@blogger.com39tag:blogger.com,1999:blog-2159217859957839109.post-39464519496316834152014-06-18T11:35:00.000-04:002014-06-18T11:35:21.396-04:00Overcome your Fear of Commitment: Retainers<div dir="ltr" style="margin-bottom: 0pt; margin-top: 0pt;">
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<a href="http://3.bp.blogspot.com/-5RwGpiJGIfY/U6GsJMX_MaI/AAAAAAAAAA4/qYXOK6D73kI/s1600/BCG-Blog-Business-Relationship.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="http://3.bp.blogspot.com/-5RwGpiJGIfY/U6GsJMX_MaI/AAAAAAAAAA4/qYXOK6D73kI/s1600/BCG-Blog-Business-Relationship.jpg" /></a></div>
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<br />
There are many common misconceptions and concerns about entering into a retainer relationship with an agency. But we’re here to tell you the benefits of a retainer and how to overcome your fear of this beneficial business marriage. Could this be you?</div>
<div>
<br /></div>
<i>“I’m in love with my agency, they do wonderful work and I’m already seeing ROI (my customer base is already expanding!) but they recommend we commit to a year-long retainer. That seems like a long time. Does that mean I lose my freedom and right to customize or make adjustments to my marketing plan? How will I trust that my agency will keep their end of the bargain and that I won’t overpay for services? Sometimes I worry that my agency is just looking out for itself. I really do love them, but when my project manager hints at a long-term future together, I freeze. Help!”</i><br />
<i><br /></i>
<div>
<i>Signed Jittery Corp</i></div>
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<br /></div>
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<h3>
<b>Dear Jittery,</b></h3>
</div>
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<b><br /></b></div>
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Your worries are completely normal when it comes to protecting and growing your business. Rest assured, your agency has your very best interest at heart and there are many benefits to joining into a retainer.</div>
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<div>
<br /></div>
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<h3>
Here are all of the positive aspects of the retainer:</h3>
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<div>
<br /></div>
<h4>
There is an opportunity to build a stronger relationship</h4>
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<br /></div>
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There is a reason you chose your agency in the first place, and your agency cares about you and your future. As you enjoy success, so does your agency.</div>
<div>
<br /></div>
<h4>
A more hands-on campaign experience</h4>
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<br /></div>
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Your agency can dedicate appropriate hours, strategies, and assets to fit your specific needs<span style="background-color: white; color: #545454; font-family: arial, sans-serif; font-size: x-small; line-height: 18px;">—</span>leading to better collaboration between you both. There is also more focus on business goals rather than individual tasks.</div>
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<br /></div>
<h4>
Security</h4>
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<br /></div>
<div>
There is comfort in knowing what to expect and budget for. You'll know what your marketing cost will be for the year.</div>
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<br /></div>
<h4>
Trust</h4>
<div>
<br /></div>
<div>
Open communication means you can contact the agency anytime knowing you won’t be billed a consultation fee.</div>
<div>
<br /></div>
<div>
So take heart, Jittery, there is no reason to fear the retainer commitment. It sounds as though you and your agency are on your way to a beautiful relationship.<br />
<br /></div>
</div>
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Anonymousnoreply@blogger.com1tag:blogger.com,1999:blog-2159217859957839109.post-43583435544597263222014-06-03T12:55:00.000-04:002014-06-03T12:55:17.608-04:00Top 10 Grammar Rules<div class="separator" style="clear: both; text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEieDnaXgXj1u3eujVlNQCUidhTU3sIhT2wXqHDXxenKHMihG12xMltNktuTLc9Z2wevu5Rxazu0GeGVUkhVKeHMnex56XVSF1geoAi4rYy0_zwnzM5zjaFyBsZJ7jrnEdohDXY6wsyLLRc/s1600/BCG-Blog-Banner-grammer.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="Brockett Creative Group's Top 10 Grammer Rules" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEieDnaXgXj1u3eujVlNQCUidhTU3sIhT2wXqHDXxenKHMihG12xMltNktuTLc9Z2wevu5Rxazu0GeGVUkhVKeHMnex56XVSF1geoAi4rYy0_zwnzM5zjaFyBsZJ7jrnEdohDXY6wsyLLRc/s1600/BCG-Blog-Banner-grammer.jpg" title="Top 10 Grammar Rules!" /></a></div>
<br />
You don’t need a Master’s Degree in English to convey your brand message or publish a social media post. It’s true that most online conversations are informal, but that doesn’t mean you shouldn’t heed the rules of grammar. Nothing will tarnish your professional image faster than a misspelled word or misplaced quotation mark.<br />
<br />
<h3>
Here are the top 10 grammar mistakes you should avoid:</h3>
<h3>
<b><span style="font-weight: normal;"><b> </b></span></b></h3>
<h3>
#10 Fewer vs Less</h3>
Simply, if you can count it, use “fewer.” If you can’t, use “less.”<br />
<ul>
<li>Matt has published fewer blog entries this month.</li>
<li>Kari has less incentive to finish her tasks until the first cup of coffee.</li>
</ul>
<hr />
<h3>
<br />#9 Improper Apostrophe Use</h3>
Use an apostrophe when writing a contraction (Can’t - Cannot; Don’t- Do Not; Wouldn’t- Would Not) or showing possession (This is Brockett’s Blog).<br />
<br />
<hr />
<br />
<h3>
#8 Complement vs Compliment</h3>
Complement- Something that adds to or supplements something<br />
<br />
Compliment-Something nice you say to or about someone. Brockett Creative Group has the best clients in the world.<br />
<br />
<hr />
<br />
<h3>
#7 Then or Than?</h3>
Here’s an easy way to remember this rule: Use “than” whenever you are comparing, use “then” for everything else.<br />
<br />
<hr />
<br />
<h3>
#6 Who, Which, or That?</h3>
"Who" (or "whom") refers to persons. "Which" refers to animals or things, never to persons. "That" can refer to either persons or things.<br />
<ul>
<li>The copywriter who was hungry.</li>
<li>The dog which bit the mailman.</li>
<li>The car that goes to the car show.</li>
</ul>
<hr />
<br />
<h3>
#5 Anyone vs Any one</h3>
"Anyone" means "any person," not a specific person. It could refer to multiple people simultaneously. Anyone can read this blog.<br />
<br />
As two words, "any one" refers to a single person.<br />
<ul>
<li>Anyone can learn how to use tSpark’s CMS. But a single-user account can only be managed by any one user at a time.</li>
</ul>
<br />
<hr />
<br />
<h3>
#4 Affect vs Effect</h3>
Affect is a verb. Effect is a noun.<br />
<ul>
<li>Your ability to communicate correctly will positively affect your business growth.</li>
<li>The effect of poor grammar on a business’ reputation is evident.</li>
</ul>
<br />
<hr />
<br />
<h3>
#3 Their, They’re, There</h3>
<ul>
<li>Are you talking about more than one person and something they possess? Their!</li>
<li>Are you talking about a place? There is my cup of coffee!</li>
<li>Are you saying ‘they are?’ Use the contraction- they’re.</li>
</ul>
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<hr />
<br />
<h3>
#2 It’s for Its</h3>
"Its" is a possessive pronoun that is gender neutral. The word "its" is used to describe something that is connected to an animal or an inanimate object. “It’s” is a contraction for “it is” or “it has.”<br />
<ul>
<li>It’s my desire to have another cup of coffee.</li>
</ul>
<h4>
<b>BCG tip:</b> If you can’t remember this rule and unsure of which to use; substitute ‘it has’ or ‘it is’ in the sentence.</h4>
<ul>
<li>Brockett Creative Group publishes it is blog posts every week.</li>
</ul>
That doesn’t work, so obviously it’s “its!”<br />
<br />
<br />
<hr />
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<h3>
#1 Quotations</h3>
As a rule, punctuation should always go inside quotation marks, even inside single quotes.<br />
<ul>
<li>"It's a good idea to read the weekly BCG blog," her boss suggested.</li>
</ul>
This applies unless there is a question outside of the quoted material.<br />
<ul>
<li>Do you agree with the saying, "The early bird gets the worm"?</li>
</ul>
Use single quotation marks for quotes within quotes. Note that the period goes inside all quote marks.<br />
<ul>
<li>He said, "Kari said, 'Poor Grammar is bad for first impressions.'" </li>
</ul>
<br />
<hr />
<br />
If some of these rules are hard to remember, fortunately there are some great websites and online grammar check tools you can refer to in a pinch.<br />
<br />
<a href="http://www.quickanddirtytips.com/grammar-girl" target="_blank">Grammar Girl</a><br />
<a href="http://www.gingersoftware.com/grammarcheck#.U3uz-y_ZW_U" target="_blank">Ginger Grammar Check</a><br />
<a href="http://spellcheckplus.com/" target="_blank">Spell Check Plus</a> is great as an on the fly spell-check tool, but doesn't seem to work as well for grammar.<br />
<br />
For any assistance with copy writing or content development, the Brockett Creative team is here to help. Also, if there are any grammatical errors in this blog, it's because this copywriter is low on coffee.<br />
<br />
<a href="mailto:marketing@brockettcreative.com">marketing@brockettcreative.com</a><br />
#BCGroup<br />
<a href="tel:%20315-797-5088">315.797.5088</a><br />
<br />Anonymousnoreply@blogger.com0tag:blogger.com,1999:blog-2159217859957839109.post-18030561986191797542014-05-12T14:31:00.000-04:002014-05-13T17:18:10.844-04:00"Secrets" of Social Media Revealed- Part Three: LinkedIn<div dir="ltr" id="docs-internal-guid-50dbfe40-dcfa-350e-de0d-395b3b5d37fe" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirQIlQgHFv4qBmQMhqt6OtQJjjH6PFekR-0a5TjkISQxwVVF2Obys0JBk9BYLMqiztZsGn191CPFTPRxb6jG8srjvDY4MTrKWZ-oCYI9blg8sVI7NbNb1MD5XlX4ygmXnlNuNkwJPhQHI/s1600/BCG-Blog-Banner-Hubspot-P3-LinkedIn.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="Part Three: LinkedIn" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEirQIlQgHFv4qBmQMhqt6OtQJjjH6PFekR-0a5TjkISQxwVVF2Obys0JBk9BYLMqiztZsGn191CPFTPRxb6jG8srjvDY4MTrKWZ-oCYI9blg8sVI7NbNb1MD5XlX4ygmXnlNuNkwJPhQHI/s1600/BCG-Blog-Banner-Hubspot-P3-LinkedIn.jpg" title="Secrets of Social Media Revealed" /></a></div>
<br />
A couple of weeks ago, Brockett Creative attended Secrets to Success on Social Media in 2014, the “worlds largest webinar” #WLW14 hosted by Hubspot and featuring spokespeople from Twitter, Facebook, and LinkedIn.<br />
<b><br />So far we’ve summarized these so-called secrets from Twitter and Facebook. Now we’ll take a closer look at tips as outlined by LinkedIn, the business-oriented social network.</b><br />
<br />
There are 161 million professionals worldwide who have connected with LinkedIn since its launch in 2003. According to company stats, every second that number grows by two more memberships.</div>
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Members on LinkedIn look for jobs and job-related content. On the network users can search for jobs, join work-related groups, and submit job applications. It is also a prime platform for marketing your business as a trusted brand.<br />
<br />
But how can you improve your LinkedIn experience? Scott Engelman of LinkedIn had this to say:</div>
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<h3>
Valuable Content (Sensing a trend here?)</h3>
<div>
<br /></div>
When posting as, or on behalf of your company, share professionally-relevant content to your followers. If it’s original, that’s great. If you’re sharing, that’s fine, as long as what you’re sharing is of value.<br />
<br />
Use strong imagery, professional in tone, but new.<br />
<br />
See what resonates best, and continue to share similar content.</div>
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<h3>
Spend wisely</h3>
<div>
<br /></div>
Use sponsored updates to amplify your message. Start with your highest organic reach and expand on that.<br />
<br />
Create targeted audiences for sponsored updates<br />
<br /></div>
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</div>
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</div>
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<h3>
Think Responsively</h3>
<div>
<br /></div>
Don’t forget about users who are using tablets or mobile applications when sharing.<br />
<br />
For more on gettting the most out of LinkedIn: <a href="http://smallbusiness.linkedin.com/" target="_blank">http://smallbusiness.linkedin.com</a></div>
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<div style="line-height: 1.15;">
<br /></div>
<h3 style="line-height: 1.15;">
<span style="line-height: 1.15;">The big secret revealed?</span></h3>
<div>
<span style="line-height: 1.15;"><br /></span></div>
<div style="line-height: 1.15;">
Ultimately, the biggest takeaway from this webinar? Three simple rules that can be applied to all three very different social media networks.</div>
<ol style="line-height: 1.15;">
<li>Content is key for getting the most out of Social Media</li>
<li>Marketing without data is like driving with your eyes closed.</li>
<li>Be experimental</li>
</ol>
<span style="line-height: 18.399999618530273px;"><br /></span></div>
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<h3>
The Experts. Follow them on Twitter:</h3>
Jed Clevenger, Facebook @jtcinsf<br />
Russ Laraway, Twitter @russlaraway<br />
Scott Engleman, LinkedIn @scottjengelman<br />
Dan Zarella, HubSpot @danzarella</div>
<div dir="ltr" id="docs-internal-guid-50dbfe40-dcfa-350e-de0d-395b3b5d37fe" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
<br />
<h3>
Your local experts,</h3>
</div>
<div dir="ltr" id="docs-internal-guid-50dbfe40-dcfa-350e-de0d-395b3b5d37fe" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
Brockett Creative Group @BCGroup<br />
<a href="mailto:marketing@brockettcreative.com">marketing@brockettcreative.com</a><br />
<a href="tel:315.797.5088">315.797.5088</a><br />
<br /></div>
Anonymousnoreply@blogger.com0tag:blogger.com,1999:blog-2159217859957839109.post-60595645805019599772014-05-05T16:17:00.000-04:002014-05-12T12:15:18.009-04:00"Secrets" of Social Media Revealed- Part Two: Facebook<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjAyOZ7dzMEQCpcG-46zBNR8mxoHWPEjCdKDXvJUXk7OIIz0M9DSmQPnxeElILTWhDU_-vtS6UdpKStypLfoovfK2eKGHkbyp36kvQnoPjP_QHzIwW6_b-kfRQvP7I9THPilgQaLS4VYVw/s1600/BCG-Blog-Banner-Hubspot-P2-facebook.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="Secrets of Social Media Revealed- Part Two: Facebook" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjAyOZ7dzMEQCpcG-46zBNR8mxoHWPEjCdKDXvJUXk7OIIz0M9DSmQPnxeElILTWhDU_-vtS6UdpKStypLfoovfK2eKGHkbyp36kvQnoPjP_QHzIwW6_b-kfRQvP7I9THPilgQaLS4VYVw/s1600/BCG-Blog-Banner-Hubspot-P2-facebook.jpg" title="Secrets of Social Media Revealed- Part Two: Facebook" /></a></div>
<br />
Last week we did a recap of Hubspot’s giant webinar featuring the “Secrets” of Social Media, focusing on tips for <a href="http://twitter.com/" target="_blank">Twitter</a>.<br />
<br />
<b>We’ll take a look at some of what <a href="http://facebook.com/" target="_blank">Facebook’s</a> guru had to say about best practices when it comes to building your brand ala Zuckerberg.</b><br />
<br />
<h3>
Choose wisely</h3>
Facebook is the “800-pound gorilla of the social media space.” The network has more than 1 billion active users around the world; and just about everyone is on Facebook, teens to retirees. Hubspot suggests, and I agree, that if a marketer had to pick only one social media channel to maintain a presence, it’d have to be Facebook.<br />
<br />
Ads are second to Organic Engagement . Although the targeting functionality of Facebook's advertising platform is powerful, like Twitter, paid advertising should be a distant second in the marketing priority list.<br />
<br />
<h3>
Target correctly</h3>
Put your brand’s best “face” forward (pun intended) to the social world. The content you share and the interactions you entice define how well you ’ll do.<br />
<br />
Remember to use imagery whenever possible. Facebook reports that photo posts perform the best, followed by status, video, and link posts, in that order.<br />
<br />
When crafting content, or targeting through promoted posts or Ads, remember to keep your reach right down the middle. Don’t target too broad of an audience or too narrow of a niche.<br />
<br />
Conversely, when it comes to post length, the middle ground is exactly where you DON’T want to be, experts say. Posts between about 100 and 350 characters performed the worst. Go short and concise with an image; or if it’s content heavy, make it count.<br />
<br />
<h3>
Timing is everything</h3>
Recent analysis published by Hubspot found that content posted on Saturday and Sunday tends to get more likes than content posted during the business week. That doesn’t mean publish all of your posts over the weekend, but spread it out a bit and experiment!<br />
<br />
<h3>
To beg or not to beg</h3>
Should you ask people to like a post, a page, or help you reach that 1,000 page-like milestone? Facebook says, simply, no.<br />
<br />
<h3>
What's new?</h3>
Facebook tackles privacy at the <a href="http://socialmediatoday.com/adhutchinson/2391551/facebook-announces-new-privacy-option-f8-conference">F8 conference</a>, April 30, 2014<br />
<br />
<h3>
Next up...LinkedIn</h3>
We’ll wrap up our recap of the “Secrets” Behind Social Media Today webinar with a look at <a href="http://linkedin.com/" target="_blank">LinkedIn</a>.<br />
<br />
Until then, have a question, we’re here, <a href="mailto:marketing@brockettcreative.com" target="_blank">marketing@brockettcreative.com</a> or call <a href="tel:315.797.5088" target="_blank">315.797.5088</a>.<br />
<br />
<br />Anonymousnoreply@blogger.com5tag:blogger.com,1999:blog-2159217859957839109.post-46018005756513236562014-04-24T14:25:00.002-04:002014-04-25T23:16:38.773-04:00"Secrets" of Social Media Revealed - Part One: Twitter<div class="separator" style="clear: both; text-align: center;">
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<div dir="ltr" id="docs-internal-guid-fdf3b41d-952a-5d3e-2240-fbd2e7921137" style="line-height: 1.15; margin-bottom: 0pt; margin-top: 0pt;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhJwHHbByQxrMwSowJJ0p2JdYrZ1EWZ-iFJ-EMso8oqiUT9R_yK2OiME3w2XBCBRhJsc09FvNAE0mIATDbyOJWZzhhsz9G8nQf9lOfrRPsf8h1wS4uEfd9-J1PmiW6mIysoV9uGt9-sISQ/s1600/BCG-Blog-Banner-Hubspot-P1-twitter.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhJwHHbByQxrMwSowJJ0p2JdYrZ1EWZ-iFJ-EMso8oqiUT9R_yK2OiME3w2XBCBRhJsc09FvNAE0mIATDbyOJWZzhhsz9G8nQf9lOfrRPsf8h1wS4uEfd9-J1PmiW6mIysoV9uGt9-sISQ/s1600/BCG-Blog-Banner-Hubspot-P1-twitter.jpg"></a></div>
<h2>
On Wednesday April 23, Hubspot, the inbound marketing and sales company, hosted an exclusive, live webinar with social media big guns, Facebook, Twitter, and LinkedIn.</h2>
While The Secrets Behind Social Media Today webinar was widely popular, (self proclaimed as the world's largest webinar) it was more of a rehashing of social media best practices than a huge reveal of the industry's top held secrets.<br>
<br>
In any event, if you weren't in attendance, the <a href="http://www.brockettcreative.com/" target="_blank">Brockett Creative Group marketing team</a> was there, and we break it down for you.<br>
<br>
And, because each social media platform is different. We are going to delve into each one at a time.<br>
<br>
Let’s take a look at what Twitter’s Russ Laraway outlines as the keys to success.<br>
<h3>
</h3>
<h3>
Look good.</h3>
Pay attention to your profile. Make sure your bio is reflective of your company's brand. Give people a compelling reason to follow you.<br>
Use appealing images, logos and photos. Be sure to know your audience and that they're mobile. Seventy five percent of Twitter followers are on mobile.<br>
<h3>
</h3>
<h3>
Keep them coming back for more.</h3>
Give audiences what they want. Nearly 40% of Twitter followers look for new products; 39% seek support; and 21% are looking for information. The key is relevancy. People join Twitter to connect with their interests. Make it easy for them to find their interests and keep it, well, interesting.<br>
<br>
Laraway cited Buzzstream (@buzzstream) as one good example of a company doing well for themselves on Twitter.<br>
<h3>
</h3>
<h3>
Content is (still) king.</h3>
Revise your <a href="http://www.brockettcreative.com/" target="_blank">content strategy</a> using the 80/20 rule. At least 80% of your messages should be valuable content—something informative or helpful to your followers. Twitter recommends to use an appealing image or Vine video. Only 20% should be sales pitchy.<br>
<br>
Images—Twitter has found that followers engage twice as much with a brand when there are attractive images attached. Use relevant images around trending topics. Pair an image with an offer, for example.<br>
<br>
Twitter's content restraint (140 characters) are no excuse for lazy copy. Be creative. Pack a punch. Laraway also spoke of direct messages. Make sure they are compelling, with a strong call to action and no hashtags.</div>
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<img alt="Screenshot 2014-04-24 14.11.42.png" height="72px;" src="https://lh6.googleusercontent.com/6lu3vAQnu8Sxh9039fOSSklnyPClyM6jg8ifUYjXQe1DVDgIAtWcvVWTgTIdQpT_n6jE105UyiX87D-T0D0sXpeQQmVD_c1hRpSnclSenI0X1PMIQcFxE2UMBdZvkFSl" style="-webkit-transform: rotate(0.00rad); border: none; transform: rotate(0.00rad);" width="624px;"><br>
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<br>
That brings us to hashtags. Hashtags are used to create instant connections with other users. Use the correctly. Treat them as part of one giant conversation. Build on relevant, trending hashtags to increase twitter engagement.<br>
<h3>
</h3>
<h3>
Consistency, consistency, consistency.</h3>
If you aren’t posting with some regularity, why should anyone continue follow you? The recommended Tweet frequency might be more than Facebook or Linkedin for example, but experiment and find what builds the most engagement. Find your groove and maintain it.<br>
<h3>
</h3>
<h3>
Pay for Engagement? Not as a first rule.</h3>
Twitter says first aim to achieve engagement organically. Ads should be an extension of that.<br>
<h3>
</h3>
<h3>
What's new?</h3>
Check out the latest on the <a href="http://www.wired.com/2014/04/how-to-update-twitter-redesign/" target="_blank">new Twitter redesign</a> now live. <br>
<h3>
</h3>
<h3>
To Summarize</h3>
So info from the world’s biggest webinar certainly wasn’t earth shattering, but still a good reminder of social media best practices. There were some good nuggets of information and a few key tips revealed that Twitter, Facebook, and Linkedin all agree are crucial to online success. What are they? Stay tuned for that and more in our blog series. Next week, we’ll discuss Facebook.<br>
<br>
Have a burning question on <a href="http://www.brockettcreative.com/#services" target="_blank">social media marketing</a> in the meantime? Drop us a line, <a href="mailto:marketing@brockettcreative.com">marketing@brockettcreative.com</a><span id="goog_1310111748"></span><span id="goog_1310111749"></span> or call <a href="tel:315.797.5088">315.797.5088</a>.</div>
Anonymousnoreply@blogger.com0tag:blogger.com,1999:blog-2159217859957839109.post-9414217177869984792013-03-25T11:16:00.001-04:002013-03-25T11:22:36.072-04:00The Three Letters Every Business Owner Should Know<div class="separator" style="clear: both; text-align: left;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiRhZOD3lrJRkpFz0VD5TocBTJDfLa5qOE3BbNWMBXvmhpNDYeZ3m_n3ciUe1lwIdpTMkmd5P6aucLLq5jRQG5rKIQSXxrixf3zrWShosbjTXe8EoXr0s5Oj6p-0Jj9yegYsBZfb4sn39s/s1600/BCG-CMS-Banner.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiRhZOD3lrJRkpFz0VD5TocBTJDfLa5qOE3BbNWMBXvmhpNDYeZ3m_n3ciUe1lwIdpTMkmd5P6aucLLq5jRQG5rKIQSXxrixf3zrWShosbjTXe8EoXr0s5Oj6p-0Jj9yegYsBZfb4sn39s/s1600/BCG-CMS-Banner.jpg" /></a></div>
Initialisms, acronyms, and abbreviations abound in this business- SEO, ROI, PPC, CPC, SEM, SERP and RSS just to name a few.<br />
<br />
Once you become familiar with the terms, they're not so daunting, especially CMS- the Content Management System.<br />
<br />
Simply put, a CMS is web-based software that allows you to control the content on your website. <br />
<br />
It not only provides the tools to create content, but manages the data from creation and publishing to archiving. The CMS allows the user to create and update text, images, videos, calendars, etc, and provides the ability to manage the site structure, its appearance, and even the site's navigation.<br />
<br />
For the business owner, there are many benefits of implementing a CMS, as being able to manage your website and control your brand online is paramount. With a CMS...<br />
<br />
<b> You have complete flexibility</b><br />
<br />
<i>This may sound familiar</i><br />
<br />
Your business website has been up and running for some time. When it was first built you wanted to feature a special promotion on the home page, maybe pictures of your latest product, or perhaps the latest corporate press release on your News page. <br />
<br />
<i>But as always, things change.</i> <br />
<br />
You have decided to run a special sale of 50% off, you have a new product line in, or you want to showcase your new hire in the News. You need the change immediately.<br />
<br />
If you rely on an offsite administrator to make changes, it may take some time. Your designer or developer will make the changes, but on his time and at a price.<br />
<br />
With a CMS, you can login and make the changes immediately. There is faster turnaround time for new content and changes. You are not waiting on someone else offsite to make the change, you are taking control. And, at the last minute, you decide you want to promote a sale at 40% off instead. You can change your mind, any time and any where you can log in to your website, with CMS.<br />
<br />
<b> It's Easy</b><br />
<br />
You don't have to be a member of The Geek Squad to understand and use it.<br />
<br />
The CMS was created with the average user in mind. There is no code to use and no technical training needed. <br />
<br />
If you have any basic experience with Microsoft Word, you can create and manage your own content using a CMS. There is no need for you to be experienced in programming or HTML either. You can login to your account, change text, upload images and videos, all while managing your site from any computer or mobile device.<br />
<br />
<div>
<b>It's Cost Effective</b><br />
<br />
Depending on your industry, content may need to be updated frequently. With a CMS you can make as many adjustments as often as you like without having to pay someone to do it.<br />
<br />
<b>It Maintains Site Consistency</b><br />
<br />
With a CMS you have increased security, authorizing who is allowed to make changes and how much control they have. With that, you can assure consistency of your brand and message throughout the site. You are also less likely to publish redundant information.<br />
<br />
Control, Consistency and Cost Effectiveness- is just the tip of the iceberg when it comes to the many benefits of utilizing a CMS system. Ultimately though, your success with CMS depends on how much you use it.<br />
<br />
Next blog we will delve further in the CMS and which system is right for you. <br />
<br />
In the meantime, we're here to answer any questions you may have. We'd love to hear from you.<br />
<br />
<b>-The Brockett Creative Team</b><br />
<br />
<br />
<br />
<br /></div>
Anonymousnoreply@blogger.com3tag:blogger.com,1999:blog-2159217859957839109.post-61635311453843618132013-03-08T10:17:00.000-05:002013-03-08T10:22:25.453-05:005 Important Steps to Take When Developing Your New Website<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNQIiNNsZOuniBvBOFWpJ-rWHd0I0UbEzNA7-4wM4X0iYiQ2USuFlfbOYs5audQ5tGwGgkq8Ls3i_4m-mpPeZa1imhe6__DWmTAmBKs0XmHDXEkS4-AM90Cr3qNvmRsS0ynkkK0FIZUDo/s1600/BCG-Blog-Banner-WebDevelopment.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhNQIiNNsZOuniBvBOFWpJ-rWHd0I0UbEzNA7-4wM4X0iYiQ2USuFlfbOYs5audQ5tGwGgkq8Ls3i_4m-mpPeZa1imhe6__DWmTAmBKs0XmHDXEkS4-AM90Cr3qNvmRsS0ynkkK0FIZUDo/s1600/BCG-Blog-Banner-WebDevelopment.jpg" /></a></div>
<h2>
Is your website really working for you?</h2>
The Good, The Bad, and The Ugly. It’s not just a movie title, but a way to look at websites. There are many out there; some exceptional, some good looking but not functional or effective; and then there are those that are just plain... well, bad.<br />
<br />
Whether you are considering your first website, looking to redesign your current site, or just evaluating the status quo, we offer up these 5 important steps to keep in mind. It could mean the difference between just existing ...or exceeding online.<br />
<br />
<h3>
Because at the end of the day, how would you like to have your business represented?</h3>
<ol>
<li>
<strong>Choose the right company</strong><br />
Choose a solid company that understands the web and that will work closely with you throughout the entire process. You want to treat your website as an investment/another location, if you will. Locate an experienced company that:
<ol>
<li>
Understands the Web and Marketing Online</li>
<li>
Has a wide range of skillsets and services that touch on all aspects of developing and maintaining a website.</li>
<li>
Current with Techniques, Platform/Language, and Design</li>
<li>
Utilizes a <a href="http://en.wikipedia.org/wiki/Content_management_system" target="_blank">Content Management System (CMS)</a></li>
</ol>
</li>
<li>
<strong>Plan out your site</strong>
<ol>
<li>
Establish your Target Market</li>
<li>
Create Site Map/Site Navigation</li>
<li>
Organize your page layout</li>
</ol>
</li>
<li>
<strong>Professional Design</strong>
<ol>
<li>
Wireframe or sketch out the Structure of the Page Layout</li>
<li>
Aspire for Design that is Simple, Clean, Clear, and Concise</li>
<li>
Grabs Attention</li>
<li>
Easy to Navigate</li>
<li>
Conveys your product and or service at a glance</li>
<li>
Captures the essence of your company/organization</li>
<li>mobile-friendly/<a href="http://blog.brockettcreative.com/2013/01/mobile-devices-vs-desktop-computers.html" target="_blank">Responsive Website Design</a></li>
</ol>
</li>
<li>
<strong>Develop your content</strong>
<ol>
<li>
Keep consistent with your corporation/organization’s message/brand</li>
<li>
Easy to read</li>
<li>
Captivate, keep it relatively Short and make sure it's Clear, Concise and to the Point</li>
<li>
Include Keywords and Phrases that are only natural to your site's page content</li>
<li>
Use proper headings and consider Bullet Lists and font styles such as bold and italic</li>
<li>
Proper Grammar usage and Spell Check</li>
</ol>
</li>
<li>
<strong>Test your site</strong>
<ol>
<li>
Review your site's content to insure it is all in place and formatted correctly</li>
<li>
Test all links, forms, and applications on your site</li>
<li>
Make sure your site analytics are installed for tracking such as Google Analytics</li>
<li>
Make sure that your Sitemap.xml and Robot.txt files are in place</li>
<li>
It might be worth also investing in Website Usability Research to see what users think of your site its content and navigation.</li>
</ol>
</li>
</ol>
<b>If you would like to learn more about highly effective websites, we recommend these books on the topic: <a href="http://www.amazon.com/dp/0321344758/ref=as_li_qf_sp_asin_til?tag=wwwbrockettcr-20&camp=14573&creative=327641&linkCode=as1&creativeASIN=0321344758&adid=0E55GWKT8E46QNX7Z54W&&ref-refURL=http%3A%2F%2Frcm.amazon.com%2Fe%2Fcm%3Flt1%3D_blank%26bc1%3DFFFFFF%26IS2%3D1%26bg1%3DFFFFFF%26fc1%3D000000%26lc1%3D0000FF%26t%3Dwwwbrockettcr-20%26o%3D1%26p%3D8%26l%3Das1%26m%3Damazon%26f%3Difr%26ref%3Dqf_sp_asin_til%26asins%3D0321344758" target="_blank" title="Don't Make Me Think">Don't Make Me Think by Steve Krug</a> and <a href="http://www.amazon.com/gp/product/0321767535/ref=as_li_qf_sp_asin_il_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=0321767535&linkCode=as2&tag=wwwbrockettcr-20" target="_blank" title="100 Things Every Designer Need to Know About People">100 Things Every Designer Need to Know About People by Susan Weinschenk</a></b>.<br />
<br />
And as always, <a href="http://www.brockettcreative.com/" target="_blank">Brockett Creative Group</a> is here to answer any questions you may have and position you and your website at the digital forefront.<br />
<br />
Thanks for reading,<br />
<em>The Brockett Creative Team</em><br />
<br />
<em><br /></em>Anonymoushttp://www.blogger.com/profile/12270182637739315781noreply@blogger.com0tag:blogger.com,1999:blog-2159217859957839109.post-71118280711932556842013-02-05T10:07:00.000-05:002013-02-06T11:04:51.476-05:00Essentials of SEO. Beginning with The Title Tag<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhOv-koEl1UYDw2-hW9O5bITxzaKBtTbmJ_-2w3ZogylocgupwM_c8B5TcAbL_NnJa62pYxMiO5ivp9l5a0KpZH7e_k9jPVhCoSiZssfeWyr0Itr8WFn6xqxilEW6UMeF4niX1hswhg6gY/s1600/BCG-Blog-Banner-SEO.jpg" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhOv-koEl1UYDw2-hW9O5bITxzaKBtTbmJ_-2w3ZogylocgupwM_c8B5TcAbL_NnJa62pYxMiO5ivp9l5a0KpZH7e_k9jPVhCoSiZssfeWyr0Itr8WFn6xqxilEW6UMeF4niX1hswhg6gY/s1600/BCG-Blog-Banner-SEO.jpg" /></a><br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
Last time we discussed <b><a href="http://blog.brockettcreative.com/2013/01/mobile-devices-vs-desktop-computers.html" title="Mobile Devices vs. Desktop Computers: Will your website be on the winning side?">Responsive Web Design</a></b>, and how having a site that is optimized for <b>RWD </b>maximizes your impact, reaching every online device.<br />
<br />
There are also other minor tweaks you can make which can have a direct impact on your site and ultimately how people find you in browsers.<br />
<div>
<br />
<h3>
SEO (Search Engine Optimization)</h3>
<br />
There are many <b>Search Engine Optimization</b> tips, and we won’t get into all of them right now.<br />
<br />
But, it’s important to note that focusing on one tactic won’t catapult you to the first page of a Google search, but taking the time to implement each optimization will add value to your site and can positively affect its search engine ranking.<br />
<br />
Let’s begin with <b>Page Titles</b>. Do you have them? Are they optimized?The <b>title tag</b> is the first and most important element on any given web page. A <b>page title </b>or<b> title tag</b>:<br />
<br />
<ul>
<li>defines a title in the browser toolbar</li>
<li>provides a title for the page when it is added to favorites</li>
<li>displays a title for the page in search-engine results</li>
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<img src="https://lh6.googleusercontent.com/SGHpNHE93fUrVjJ_8s58TyLTTN_AH_xsVWU4CNsCsF4iIJ4CupP3KaLg_8jvfhj-E1JAjh7UVGFk2TC4sp7cTxcmUTYv-7BNP-ZmFu641DOavSVUmm8SNvXOKg" /><br />
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The first tip is simply to remember to give each page a title. Because search engines use your <b>title tags</b> to display in their search results, not having one makes it hard to find and index your pages.<br />
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This is also an example of a <b>Title Tag</b>:<br />
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<a href="http://2.bp.blogspot.com/-bqJl6YdhqCE/UREfuzzbCeI/AAAAAAAAABQ/4kGNUUt4Vng/s1600/title_tag_example.jpg"><img border="0" src="http://2.bp.blogspot.com/-bqJl6YdhqCE/UREfuzzbCeI/AAAAAAAAABQ/4kGNUUt4Vng/s200/title_tag_example.jpg" /></a><br />
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Secondly, use keywords that are relevant. Don’t overload but create great titles that give your web pages meaning and accurately describes the page’s content to the user. Use terms that people are searching on for your industry. </div>
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As a rule, a <b>page title</b> should be generally no longer than 70 characters in length. Anything over that number will not appear on <b>Google SERPS</b> (search engine results page), and too many characters may dilute your keyword string-inadvertently leaving valuable keywords at the end of the tag. Position the most relevant and valuable keywords in the beginning of the tag. There is a direct correlation between the position of the keyword in the title tag and how important it is in the Search.</div>
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Also remember that you don’t need to include your business/site name in every title. Including these terms (unless it’s a search term that will likely be used like “iPhone”) is unnecessary.<br />
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And finally, do not repeat <b>page titles</b> throughout your site. This makes it difficult to determine which page is which when displayed in search engine results. It can also cause your pages to compete against each other in searches.<br />
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While devising and optimizing title tags can be a simple task, it is often overlooked by the <b>SEO</b> newcomer as an important part of a complex <b>SEO</b> process.<br />
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Not sure about how to go about optimizing your site for <b>SEO</b>? We’ll also be addressing <b>SEO</b> tactics in blogs to come. Or feel free to contact us, anytime.<br />
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Until next time, <br />
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The Brockett Creative Team</div>
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Anonymousnoreply@blogger.com0tag:blogger.com,1999:blog-2159217859957839109.post-85927915365632461212013-01-22T03:00:00.000-05:002013-01-29T14:56:13.954-05:00Mobile Devices vs. Desktop Computers: Will your website be on the winning side?<div class="separator" style="clear: both; text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiYYxau2mhpEAGtzGGo7XszMWNmZbJ6_NuFAa8_PFDron1CmpuyaRYeWEJF6Srxd9xrhM_pfA6qNmEnlUNMagFSep8fynJF-HWlUcOdQyEUXylLNQ0_QaX5WkfvfoVt5jndJOziScJCPYg/s1600/RWD-Blog-Banner.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="Responsive Website Design Title Image" border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiYYxau2mhpEAGtzGGo7XszMWNmZbJ6_NuFAa8_PFDron1CmpuyaRYeWEJF6Srxd9xrhM_pfA6qNmEnlUNMagFSep8fynJF-HWlUcOdQyEUXylLNQ0_QaX5WkfvfoVt5jndJOziScJCPYg/s1600/RWD-Blog-Banner.jpg" title="" /></a></div>
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While the desktop computer and laptop still has its stronghold in the workplace, mobile devices like <i>smartphones</i>,<i> iPads</i> and other <i>tablets</i>, are dominating the industry. It is predicted that in 2013, the traditional computer will completely give way to the convenience and accessibility of mobile devices for internet browsing.<br />
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Is your website ready?</h2>
Many of you might be wondering, “why would this affect my site?” Well, most websites created before the popularity of mobile devices were designed to be viewed by most users with a 1024 x 768 screen resolution.<br />
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Now, enter the mobile device.<br />
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Responsive Website Design</h2>
There is emerging data that suggests most tablet users prefer internet browsing on the mobile web rather than via an app. Enter the <b><a href="http://en.wikipedia.org/wiki/Responsive_web_design" target="_blank" title="Responsive Website Design">Responsive Website Design</a></b>.<br />
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<b>Responsive Web Design</b>, or <b>RWD</b>, is an approach to web design that crafts the site to provide an optimal viewing experience, easy reading ,and navigation on any device, from the desktop computer to mobile phones.<br />
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Here’s an example of <b>RWD</b>: As viewed on Computer---Tablet----Phone<br />
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<a href="http://2.bp.blogspot.com/-fOFzwJytax0/UP7rexUAuzI/AAAAAAAAABA/QjVyujGPZPg/s1600/SonyRWD.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img alt="Responsive Website Design Example" border="0" height="160" src="http://2.bp.blogspot.com/-fOFzwJytax0/UP7rexUAuzI/AAAAAAAAABA/QjVyujGPZPg/s640/SonyRWD.jpg" title="" width="640" /></a></div>
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Check out these Brockett Creative Group sites, developed with <b>RWD</b><br />
<a href="http://www.fishny.com/" target="_blank" title="FishNY.com Website">www.FishNY.com</a>, <a href="http://www.broadwayutica.com/" target="_blank" title="Broadway Theatre League of Utica Website">www.BroadwayUtica.com</a>, and <a href="http://www.williamstreetlodging.com/" target="_blank" title="Williams Street Lodging Website">www.WilliamStreetLodging.com</a><br />
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In business, you want to engage a captive audience, and <b>RWD</b> offers the simplest way to reach readers across multiple devices.<br />
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That’s why Brockett Creative is here. To enhance your business and keep you in the loop with evolving trends. Brockett Creative offers <b>Responsive Web Design</b>, or can tailor your existing site to implement <b>RWD</b> elements.<br />
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Questions about <b>RWD</b>? Call us. We’d be happy to talk to you. We’ll also be exploring <b>RWD</b> in depth in upcoming Blogs, so stay tuned for more.<br />
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We’re here to help you move forward.<br />
<br />
<i>-The Brockett Creative Team-</i><br />
<i><br /></i>Brockett Creative Grouphttp://www.blogger.com/profile/16729951021414723892noreply@blogger.com0