by Miriam Hara | Jan 25, 2014 | Interactive, Latest, Social Media
Remember when all a website needed to do was to show up on the net? Gone are those days! The website growth cycle has gone through animations and music design all in the hopes of getting attention and to be entertaining… only to now being a part of the business’ sales lead generation and customer service first point of contact. But alas, change is well… ever changing, and now the website must morph again, to include its channel partner: social media. Social media was once synonymous with Facebook – but businesses were reluctant to jump on board, waiting for this to be a passing phase. Enter Twitter, LinkedIn, Instagram, Pinterest, the powerful mom bloggers and blogger networks, and now social media has evolved from being a one platform channel (Facebook), to a complex multi-platform channel, embraced by small and large businesses all over the world.
So now comes the latest frontier…where the established business website must, once again, re-purpose itself to include and be a supportive pillar of its social media counterpart.
Take the following 3 must-have tips for a website to support a social persona, assisting in the social media initiatives and maximizing on the SEO platform. Social media initiatives must be solidly supported by the business website to optimize on the efforts and contributions.
1) Ensure your social media efforts all feed on the home page of your website (Twitter feed, Facebook comments, forum article or updates). This alone will help in the SEO ranking efforts. It’s also an effective way to keep the home page renewed with fresh content.
2) Ensure your website features enrollment/subscription of all social media platforms that your business is involved in. This includes the icons for following on Twitter, subscribing to the business forum or blog, to engaging on Facebook, or LinkedIn. This demonstrates to anyone coming onto your website that your business is on the forefront of business.
3) Ensure share-ability. The home page of any website is important, but all pages should be optimized to be social. Pages that feature case studies or articles, or portfolio pieces… all should be made to be easily shared on the social media channels or via email.
If your current business website does not have any one of these, then the time has come to seriously think about making your website more social. For now, at least, it’s about being social.
by Belinda Lui | Jan 21, 2014 | Interactive, Latest
The definition of retail space has altered over the last decade. It’s not a new trend for retailers to take their retail space and promotions to the online realm — for larger retailers, e-commerce is just a reinforcement to their physical plan-o-grams. What does this mean for smaller, more independent retailers, though? When a choice has to be made between spending hard-earned money on a physical retail space or marketing to the online world, which option would garner greater returns?
Let’s consider the pros and cons of physical retail space and e-commerce:
Physical Retail Space:
Pros: There is still a vast demographic that is not digitally savvy or prefer to do their shopping offline. Having a physical retail space will enable this demographic to continue their patronage to your brand. Customer service will still have a personal touch to it given that you would be present at the store greeting them face-to-face.
Cons: Property costs – Above and beyond paying the monthly bills of your lease or mortgage, you also need to consider the cost of storing inventory. Shelf space is also valuable real estate when you consider the return on each square footage. If an item is less visible or unappealing to customers, it takes up room from merchandise that might otherwise be more successful. Customer service is also key when you have a physical retail space.
E-Commerce:
Pros: Not only can you appeal to a much wider demographic, but you can do it at a much lower cost. Start-up costs for a fully functional e-commerce site can be hefty, but the upkeep — should you choose a relatively simple back-end management system — will be significantly less than that of a physical retail space. Your approach to servicing customers will change a bit, but the principles and client relationship management (CRM) should remain the same.
Cons: Competition is fierce in general but even more so online. You are no longer competing with retailers in your area but with brands across the globe (especially those that offer worldwide shipping). You miss out on the demographic that still prefers to shop offline or are wary of purchasing products that don’t allow for an easy return if the merchandise does not fit.
These are just a few pros and cons between physical retail space and e-commerce. Can you think of some more?
by Miriam Hara | Dec 15, 2013 | Interactive, Latest
Over the last 4 years, at Christmas time, retail gurus have been stating that online retail shopping has been increasing exponentially. The fact is, we all do it. At the speed of life and the demands of maintaining that speed, what’s easy and quick is what we gravitate to. Last year during the Christmas season, retail online shopping increased by 14% from 2011 in the U.S. alone. This year the predictions have obviously been higher. I have always wondered what will be done with all these gigantic shopping malls once the trend goes completely towards online. Can the premium that real estate demands for retail store frontage be a thing of the past?
Who says that retail online shopping has be to done on a computer?
This Christmas season, retail online shopping has taken a new perspective and a very interesting one, thanks to Walmart and Mattel. In Toronto, while many commuters were waiting for their train to get back home, Union station converted its enormous concrete poles into mini shopping areas. All it took was some high quality printing showcasing high quality pictures and a QR code that led the shoppers to the online shopping site. Commuters were able to browse the photos, identify the toys that they wanted and point and scan. The gift was then delivered to a shopper’s home. Not bad! Multitasking has never been easier…. nor has Christmas shopping!
This year, the Toronto Go-train, with the help of Walmart and Mattel, took it one step further. It has converted 2 of its train cars into “virtual mini shopping destinations”. Commuters may now browse and shop in the luxury of their commute time! All this is still well within the definition of retail online shopping…. but it’s still a retail online shopping experience.
As Toby Desforges so eloquently stated, “Online sales are replacing retail sales. Consumer goods companies invest massively in sales and distribution via traditional retail. The continued growth of these channels is no longer universally assured. New online channels and indeed retailers are likely to grow rapidly in the coming years. This will put sales teams under extreme pressure, not just as they struggle to create new skills but also as they wrestle with the demands of bricks and mortar retailers in decline.”
This has led me to think about the new retail shopping destinations. All that will be needed is concrete… converting concrete poles into vritual shopping areas! How cool is that…or is it?! I have visions of a Shopping Park. We will all be casually walking through nature, with all the tree trunks being hosts to retail goods and QR codes….yikes…I’m shuddering!! Think about it… taking a walk through nature will never be the same.
by Belinda Lui | Nov 21, 2013 | Interactive, Latest
When we think about a Mobile Application, the first examples that might come to mind may be: Instagram, Angry Birds, or Whatsapp. While some applications are great for socializing and passing time, there is a lot of opportunity for apps to make life easier; to accomplishing a task faster; to finding something in mere seconds. Companies are quickly catching on to the effectiveness of implementing mobile application development into their strategy. These are all great applications with easily accessible user interfaces (UI);
But how can you leverage your Marketing Strategy with mobile application development for the growing SmartPhone community?
I’ve done some research on mobile apps that aren’t games or social networking based. These mobile applications were developed to either leverage a product or a purpose, and that’s something worth mentioning:
1. People For Change
This mobile application, developed by Thinkingbox Media & Design, is an application that leaves you feeling good – by making the people around you feel great. You are randomly given a task to complete that involves making a difference in your community and once accomplished, you share it with your peers. Pay it forward, so to speak.
2. Retail
As if online shopping wasn’t addictive enough; now you can browse an entire Fall/Winter line on your SmartPhone device. Major retailers such as Zara, Target, and Walmart have made it easy for you to see what’s new, on sale, and available to be shipped within the week.
3. Flipp
This app is a handy retail flyer aggregator, designed by Wishabi — designed for the flyer-collecting enthusiast. You can choose which major retailers you prefer from numerous different categories and you will be updated with the most recent flyers daily/weekly. Using location detection, the application will be able to update the flyers you receive based on your postal code.
4. ELLE Canada
Instead of wasting paper (save the earth!), download the ELLE Canada mobile application to be updated on the most current fashion trends and some excellent editorial (and they’re Canadian).
5. Airbnb
Developed by Airbnb, Inc., this mobile application gives you a fiscally responsible alternative to getting a hotel room, in almost any city in the world. You can browse millions of properties available for weekend, monthly, even nightly rentals.
What are some of your favourite mobile applications?
by Belinda Lui | Nov 18, 2013 | Interactive, Latest
I’ve always enjoyed analytics and learning about online behaviour; like what interests my readers and what type of content is most engaging. Analytic tools such as that provided by WordPress.org, Google Analytics, and Alexa.com are all great for understanding what works and what doesn’t so that you can find a way to make your site or blog better by implementing a concise SEO strategy.
So how do you design a website or blog that will be more optimized for search engines?
Before you hire a Search Engine Optimization (SEO) company, here is an SEO strategy checklist that will increase web traffic on your own:
1. Keywords:
The basis of any SEO strategy starts with keywords. Ensure that you choose keywords that are relative to your website/blog post so that people who are searching for those topics can easily find you. You can use Google Adwords to learn of a keyword’s competition level and search volume. Aim to use words that have low competition and high search volume for optimal results.
2. Meta-description:
This is what shows up in search engines when you appear as a match. Type a sentence or two that describes your website/post. Be concise. Be interesting. There’s no point in giving it all up front – you want to leave the visitor wanting more so that they will click on your link. Part of any SEO strategy includes good “ad” copy.
3. H2 tags:
A solid SEO strategy includes the technicalities. Make sure that each post/page on your site has a sentence that captures the tone that you are trying to portray. Then make that your H2 tag. This is a technicality that makes your site/post more appealing and search-friendly for Google.
4. Image:
Be sure to provide an applicable image along with your site/post and write your keywords in the caption. This makes the image searchable as well as your site/post since they are linked.
5. Sharing:
After you’ve optimized your site/post, be sure to share it among all of your social media. This helps to increase traffic and engagement.
The difference between a site with SEO strategy and one without it could mean thousands of visitors, hundreds of thousands in website ranking (Alexa.com), and immeasurable exposure that your site/blog could really use.
There are far more tricks than the ones I’ve mentioned above, but this is a great way to get started. Search Engine Optimization can cost you thousands of dollars (and it really makes a difference), but hopefully you’ll see some increase in traffic from the pointers that I’ve provided above.
What are some SEO tips that you could share that would help increase site/post traffic?
by Miriam Hara | Oct 19, 2013 | Design, Interactive, Latest
It’s no longer good enough for businesses and their brands to have brochure websites. Now websites have to work a lot harder – especially when it comes to establishing business creditability within the internet environment. An integral part of any solid website design is having navigation that’s easy to follow in order to access information and improve performance on the www.
Any solid website design should consider the following to perform well on the internet.
Allow for social media integration.
The evolution of website design has kept pace with the emergence of social media as well as the various blogging platforms that are now available. Opt for content to provide value rather than glitz and great flash animations, these tire quickly. Credible information not only promotes your expertise, it also increases your chances to get found.
Ensure you get found.
What’s the point of having a website if you can’t be found? SEO is as much a part of the development of a website design as the content. Keywords aren’t just for google ad words – they are the cornerstone of your website when it comes to getting found. Make sure you have your h1 tags enriched with keywords that will drive traffic to your site.
Be user-centric.
Make sure that viewers won’t be frustrated navigating your website. You need to keep that bounce rate % down and the enjoyment rate up!
Keep it fresh.
Google is known to change its algorithm quite often. However, good, fresh contest is the basic premise of google search engines. Make sure that your website provides fresh content, often and consistently. And it’s important that this content is relevant information. Add videos, whitepapers, develop ebooks or even publish how-to projects – anything to keep the integrity of the site strong and provide value to those who visit your site.
Build for tomorrow.
Just like urban planning, a website needs a good infrastructure to build upon. The front end of a website is what we in the marketing field describe as “fun”, but ultimately it’s the navigation and structure of the site that will enable your brand site to really perform.
Who goes there?
Having good solid traffic is great. But if you don’t know who visits your website, you’re only scratching the surface of what your website can do for your business. Make your website work for you – its part or your sales team. Have strategically placed calls to action where you can ask for a visitor’s information. Tie in your social media tactics by adding content like e-books, recipes, entertainment ideas, crafts or scientific white papers to download. But make sure you ask for the visitor’s information to create leads. There are a few good companies such as Hubspot that can assist you in data farming your traffic.
Be responsive!
In today’s competitive and fast paced world, where mobile is becoming the next best thing (if it isn’t already), your site must be responsive… in more ways than one!
Does your website measure up? Take a quick audit of your website against these basic suggestions and see how well your website really performs.
