Tag Archives: SEO

The Importance of Being Mobile Friendly

The Importance of being mobile friendly

Have you ever looked up and found that everyone around you had their faces buried in their phones? Whether it’s playing games, watching videos, browsing online or just texting friends, these days we use our phones and tablets for practically everything. With over 1.2 billion people now browsing the web from their mobile devices, optimizing your site to fit their needs is more important than ever!

That doesn’t just mean making sure people can view your website on their phone. A mobile friendly site is specifically designed to simplify its layout to fit numerous screen sizes, making it easy for mobile users to find and click on what they need.

Having easy-to-click icons for chubby fingers on tiny devices is not the only motive to launch a mobile-friendly site though. Here are a few more reasons why your website designer needs to get to work:

Traffic: Imagine you’re searching the web on your phone. You click on a website you think will have the product you’re looking for. But, when it loads, the navigation buttons are too small to press and you have to scroll sideways to read all the tiny text. Would you stick around to make your purchase or go on to find a site that makes it a lot easier? 30% of mobile users said they’d abandon a transaction if the experience wasn’t optimized for mobile. That’s a lot of customers lost – more than likely to a competitor.

SEO: In April, Google announced what the media has since dubbed “mobilegeddon”. As of April 22nd 2015, their search algorithm began prioritizing mobile friendly websites for those searching on their phone or tablet. As a result, numerous companies have seen the rankings of their desktop-only websites drop significantly. So, while being mobile friendly is by no means the only factor to consider when aiming for a high search engine ranking, it’s certainly become more important.

Engagement & Sales: People appreciate and engage more with sites they can easily navigate. If your mobile site is easy to read and browse, your bounce rate should reduce, and your customer is much more likely to spend time (and hopefully money) on your site, products or services.

Ultimately, it’s not a case of why you should optimize your site for mobile users, it’s a case of when. If you want your business to keep its competitive edge in today’s digital age, it’s time to get friendly with the mobile world. So, instead of being a victim of the “mobilegeddon”, take on the digital marketing boom and allow your website to flourish in all avenues.

Image source: Entrepreneur.com

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Is Your Website Outdated? 5 Symptoms That You Shouldn’t Ignore

By: Kelly Choi


Sometimes you need to take a good hard look in the mirror and be honest with yourself. And sometimes you need to take a good hard look at your website and do the same. If you suffer from one or more of the following web-symptoms, it could be time for a facelift.

You can’t remember when you last updated your site
To fully take advantage of all the latest apps and widgets, it’s best to consider a redesign every few years. Doing so not only shows viewers and customers that your content and layout is modern and up-to-date, but also that you are proactive on the web.

Your website isn’t mobile friendly
According to a recent Google study, 75% of people browsing online prefer a mobile-friendly site and are subsequently more likely to be returning visitors or buy a product or a service from a website that is. In fact, 48% reportedly believe companies with non-mobile friendly websites don’t care about their business.

SEO is unfamiliar
Search Engine Optimization (SEO) does more than bring your company name to the top of Google’s search results, SEO attracts unsolicited traffic to your website. Without it, your potential customers are more inclined to visit other sites, including those of your competitors who are engaged in SEO practices.

Your company’s platform or branding has evolved
Any changes your company has undergone would need to be reflected on the website since it serves as the first impression. Not doing so means you’re providing inconsistent messaging for your audience and potential customers.

Your web report shows poor metrics
If you aren’t getting the views that you want, then it’s definitely time to consider a facelift. Look for important cues like high bounce rates in your metric report which may reveal that you not only have a lack of web traffic, but are acquiring the wrong type of traffic as well.

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The Three Pillars of Integrated MarCom

Three pillars, like those of a triangle, work together to strengthen your strategy

Three pillars, like those of a triangle, work together to strengthen your strategy

By: Megan Battersby, Marketing and Communications Specialist

The triangle is the strongest shape, retaining its structural integrity even under stress. For this reason it is often used as a foundational building block – so it might not be a coincidence that integrated marketing communications can be broken into three foundational elements. Integrated marcom focuses on the holistic nature of the customer, product and service experience, with all aspects working together in symbiosis. These parts can be grouped into the following:

1)      Outbound Marketing
2)      Inbound Marketing
3)      Social and Relationship Management

Outbound Marketing
Outbound marketing, also known as interruptive marketing, is a more traditional approach and the one that typically comes to mind first when one considers marketing, (thanks in no small part to Mad Men). It consists of paid media advertising, including print, TV and online, as well as e-mail and telemarketing. Outbound marketing has been criticized for being expensive and difficult for measuring ROI – a “spraying and praying” tactic. But this doesn’t mean that there is no place for outbound marketing in a well-rounded marcom strategy, especially when a company is trying to raise their profile and reach a broad audience quickly.

Inbound Marketing
The opposite of outbound marketing then must be inbound marketing, a less disruptive form of the art. Inbound marketing, also called earned or permissions marketing, has become an industry mainstay, especially with the advent of the online world. As consumers have become more savvy with greater demands, they have gained control of the buying process. Marketers therefore need to create relevant, engaging, and even entertaining content to draw in new customers and nurture existing ones. Blogs, whitepapers, advice columns and newsletters are all examples of inbound marketing.  SEO also makes up a large portion of inbound marketing, and competition for premium key word ranking is high.

Social and Relationship Management
While one can argue that this category includes elements of both inbound and outbound marketing, I am giving it its own category because it is a unique beast, deserving special attention. This form of marketing actually has deep roots, going back to street peddlers and even clergymen – all of whom have historically maintained strong ties with their customers. What makes one brand sell over another? Why has Coke been more successful than Pepsi? The answer is brand loyalty and the connection people feel with a company’s brand image. This is why social and relationship management is not limited to public relations, earned and social media, but is also tightly connected to a brand’s culture.

While I’ve separated integrated marketing communications into three elements, it is essential to remember that they are most effective when they work together – only then can you begin to reap the rewards.

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Integrated Marketing — It’s about pulling all the pieces together


By: Phoebe Yong

I recently read a blog post that explained in what ways a business manager plays a similar role to an orchestra conductor. The style in which he or she chooses to work with a group of professionals can transform the complexity of what they do into harmony and organization. To achieve this, integration, which pieces together different strengths, is to me the best strategy.

As a big fan of the prestigious Boston Pop Orchestra, I cease to be amazed by the conductor’s skill in pulling each section together into a perfect collaboration of tones and melodies. In business communications and marketing, the same approach applies. It makes logical sense that a comprehensive marketing program maximizes ROI by positioning each part of a strategy to support and enhance one other.

Especially when budgets are tight, resources stretched, it just makes good business sense to ensure all cylinders are loaded and shooting the same direction.

Many companies hesitate to employ this strategy for a few reasons, first of all because they believe they have no time to do it right, and secondly, because they fail to see the potential. Integration involves strategic planning that may at first seem complicated. Take for example, a company that wants to announce their recent award for best product. Shouting it to the world is the general idea, but what’s the actual plan that utilizes the best of all tools available? At a minimum, most companies write a press release, send it out on the wire, put that on their website, and there it sits. Meanwhile they’re overlooking the chance to magnify their announcement through complimentary marketing tactics.


It might seem like you’re too busy to do things right, but if your communications initiative is done to only a minimum, the person that loses out is you. What a missed opportunity!

Referring back to the award announcement example, consider the company that fails to utilize other methods for delivering their news. They’re not getting the word out to those that matter, their key stakeholders that participate in other communities, for example, online (youtube, podcasts, social media), through e-mail, or through traditional media, and may not proactively look for a press release or check out the company’s website on a regular basis.

When you have a fully loaded and integrated program, your marketing return is far more substantial. Messaging becomes aligned on all fronts and works in concert.

Then the stage is set. Envision yourself as the masterful conductor. Raise that baton! With all pieces well-coordinated and in play, it sounds like music to your ears, no?!

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