Why Website Audits are Important

Website Audit

Not a day goes by that I’m not doing a website audit on a site somewhere. There are many reasons for a site audit. It may be for a prospect or client wondering about the specifics of their website’s strengths and weaknesses, a client’s search competitor who is doing better than they are and I need to learn why or simply because I’m down one of the many rabbit trails my day takes me and something about a website has my curiosity piqued.

For whatever reason, being able to quickly assess a website is crucial to me and my clients. So what am I looking for? I’m looking for all the ways that a website can help or hinder its pages to rank high in search results. I’m also looking for ways the content on the pages can be doing the same.

I recently compiled a review of web site auditor tools and for that I used the following matrix of audit information that each tool should be able to report: Continue reading “Why Website Audits are Important”

Public Relations, Your New Name is Outreach

During the past decade, successful marketing strategies have been rewritten and dramatically so. With audiences moving away from traditional media to ‘new’ media channels, the inexpensiveness of online content creation and the ability to attract qualified leads via search engine optimization it was possible to create ones own marketing ‘gravity’ to attract prospects without relying on the media or anyone else to push them. But, that too, is beginning to change. Continue reading “Public Relations, Your New Name is Outreach”

It’s Pay to Play Time with Facebook

We knew it would happen eventually. They are taking away that which Facebook business page owners have been taking for granted for years. For some marketers it will require no change in execution but a great deal of change in expectation. For others, it will be a crushing blow of the uncontrollable loss of their singular or at least most effective marketing presence.

It has been taken for granted that content posted by a Facebook business page will be seen by all of its fans who visit Facebook within the few hours following and some even later. But that’s all about to changed. Continue reading “It’s Pay to Play Time with Facebook”

Social Media Management Case Study | Boomer’s Drive-In

imageBoomer’s Drive-In is a single location restaurant located in Bellingham, Washington, a small town with a university population nearby. Boomers had enjoyed consistent revenue growth for over a decade but never fully utilized online marketing nor social media. Boomer’s Drive-In had three social media goals: 1) to capitalize on their ever growing sales and market share; 2) to be positioned for the future with regard to the ever-increasing role technology plays in marketing and 3) to offer existing and new customers new ways to become more connected with and part of Boomer’s continued success.

Boomers turned to a new marketing service, Whatcom Marketing, who was providing social media management services. Whatcom Marketing assessed the situation and advised not to expect any significant benefit from a social media effort for about three to four months.

imageWhatcom Marketing began managing Boomer’s presence on Facebook, Twitter and Google+ as well as building out their profiles in online directories and on customer review sites. The Boomer’s Drive-In web site was also optimized for better search engine performance. Initially, Boomers did not expect many people were searching online for “burgers” or even for “boomers.” But once traffic monitoring had been put in place, they discovered two-thirds of their web site visitors were coming from search engines.

imageIn just the second month, Boomers reported sales up more than 13% from the same month the previous year. This also beat the record for that month for all years prior by 8%.

After five months, Boomer’s Drive-In realized a return on their investment with Whatcom Marketing of more than 6000%. Their fan bases on Facebook and Twitter have more than quadrupled and are engaging (commenting, sharing, etc.) with the content being published. Boomers made no other changes to their marketing efforts during this time.

Knowing online marketing channels tend to be quickly replaced by others in the future, Whatcom Marketing is currently working with Boomers to capture customer contact information and implement a strategic email marketing strategy.

 

Whatcom Marketing was able to create real results for Boomer’s Drive-In and other businesses in other industries. We would welcome the opportunity to help you take your business to the next level. Contact us today.

 

image
(360) 223-1438
info@WhatcomMarketing.com

Owning & Protecting Your Company’s Online Assets

This week was an interesting one for online marketers. Two earth-shaking, paradigm-changing revelations occurred.

  1. We discovered that Google isn’t perfect as their “new” personalized search results are poop (hello Bing?).
  2. We discovered that Facebook is registering declining numbers in some global markets.

Whether you agree or disagree about the importance of these specific points, they serve to remind us that what works today for online marketing isn’t necessarily going to be what works tomorrow. As the steward of your company’s online assets (blog posts, pictures, videos, etc.), it is crucial that you create an infrastructure that takes this into consideration.  Continue reading “Owning & Protecting Your Company’s Online Assets”

The “Been There, Done That” Social Media Dilemma

Social Media trapsI came across a wonderfully succinct article recently about the ways companies have been known to sabotage their own social media efforts. Now, I don’t want to scare you and provide yet another excuse for not making an effort (or hiring WM to do it for you !!), but having the knowledge of what to avoid should provide you with a sense of comfort and encouragement. And if you already encountered these and bailed as a result, maybe knowing you’re not alone will give you confidence to stick your toe back in the water.

The article provides 6 ways to go wrong. I want to revisit these with my own basis for why you may find yourself falling into these traps and how to recognize and avoid them.  Continue reading “The “Been There, Done That” Social Media Dilemma”

Top 10 Whatcom Companies on Facebook

Facebook logoIt’s time to recognize businesses who are putting it all “out there.” They have not only made the leap of faith to participate and engage the marketplace using Facebook but are also rocking it daily. In some cases, you will see them posting in the evening hours and weekends alerting followers about what’s happening in their store, kitchen or on stage right then (“You won’t want to miss this!”) or breaking news about what’s just arrived in inventory (“You better get here quick if you missed out last time.”).

So without further ado, and in no particular order, here is the first ever Whatcom Marketing Top 10 Busiest Facebook Rockers List:

Continue reading “Top 10 Whatcom Companies on Facebook”

20 Ways to Make Your Email Newsletter Great

I received this email recently and was taken by its overall content and design. It is an email from The Fountain Bistro & Drive-Thru in Bellingham (a favorite night time haunt for the wife and me). It has most everything I’d want in an email newsletter so I thought it’d be worthwhile to dissect it step-by-step for you.

If it’s too hard to read in it’s shrunken state here, you can open a full size in a new tab/window by clicking here.
Continue reading “20 Ways to Make Your Email Newsletter Great”

Content Curating for Fun and Profit

A quick scan of active Twitter accounts with Whatcom County locations revealed something interesting. There are Twitter accounts not associated with any particular person or organization that are repurposing news, event info and other tidbits of local interest. They appear to exist to fill voids in existing services, providing a public service of sorts by compiling the most relevant local information from a number of sources.

A couple I found are:

BellinghamBuzz  @bellinghambuzz
We curate the best Twitter feeds to broadcast breaking news, things to do and daily deal around our Bellingham.   Bellingham WA · http://breakingbellinghamnews.com

Bellingham Weather @bhamweatherBham
Follow Me and Join the Yahoo! Group for Bellingham/Whatcom County weather year round. Bellingham, WA · http://groups.yahoo.com/group/bhamweather

 

Continue reading “Content Curating for Fun and Profit”