WEB SITE DEVELOPMENT STRATEGY: PLANNING A WEB SITE REDESIGN

Old > New In this four-part series Web Site Development Strategy, we are going to focus on four key areas: web site redesign planning, content planning and mapping (including a handy content development checklist), SEO and inbound marketing planning worksheets, web site field trips (what they are, and the importance of conducting one) and rolling it all up into a lead generating web site that brings in business 24/7. Web Site Redesign Planning: The web site planning process is the…

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MEASURING MARKETING EFFECTIVENESS – NO MORE FUZZY MATH

Measuring marketing effectiveness has always been somewhat of a fuzzy math problem. I hate fuzzy math. As a fairly analytical marketer, I love the numbers. We once decided what job my husband should take – which would have radically changed our lives in it’s decision – by using a spreadsheet (with weighted factors to even the playing field in our decisionmaking.) So what’s normally fuzzy? How many of those people visiting your web site are actually doing something useful. Like…

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OPTIMIZING YOUR WEB SITE FOR SEARCH ENGINES – AND HUMANS

Optimizing your web site for search engines is a smart idea that most business owners have at least heard about. But most businesses go down a rabbit hole of search engine optimization voodoo by thinking that your site needs to be super-search engine friendly to drive traffic. The truth is, your site needs to be searcher friendly. As in, friendly to the humans who are actually doing the searches (and reading your content.) Once you’ve identified whom are your best clients and prospects, interviewed…

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INBOUND MARKETING FOR LANSING BUSINESSES {DEFINITION}

Many clients are asking us what is inbound marketing thing we keep talking about?  Just google inbound marketing, and after you see there are 5,310,000 results (the first couple thousand related to industry leader HubSpot – Spoke8 Marketing is a HubSpot Channel Partner) you’ll have some idea of how important this inbound marketing stuff is. Further, does inbound marketing for Lansing businesses work? When was the last time you picked up a direct mail piece out of your mailbox (or…

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7 SIGNS YOUR MARKETING PLAN IS OUT OF DATE

How do you tell if your marketing strategy or tactical plan is out of date? 1. You don’t have a plan. The first problem with any plan is having one in the first place. Plans can change, and should change often. It’s important to have one so you don’t succumb to the small business peril of “machine-gun marketing”. Machine gun marketing is firing marketing at every target that comes up – whether it be a random phone call from a vendor selling…

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HOW TO MANAGE SOCIAL MEDIA MARKETING USING SOCIAL MEDIA AGENCIES

Today’s business challenge: how to manage social media marketing and working with social media agencies. For years, industry pros have been singing the praises of social media. However, even the best social media “experts” end up sorting through junk retweets and useless Facebook interactions. They find themselves unable to show real results to their clients, and think “There must be a better way.” Well there is! The problems with social media marketing arise from having to sort through endless social streams…

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HOW TO BOOST (OR KILL) TRAFFIC ON YOUR WEB SITE

What happens if you stop developing content on your web site? What happens to traffic to your business web site? In a Russian-roulette-style marketing experiment, we’ll see exactly what happened with a client’s case. In August, this client blogged two or three times a week, and traffic rocketed up 129% in a month’s time. In September, we asked the client to hold on blogs for a few weeks, and these are the early October results: As you can see from the above chart, traffic is…

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EFFECTIVE INTERNET MARKETING STARTS WITH INBOUND MARKETING

Effective internet marketing. What does that really mean? What if all of your online activities were aligned to create not just traffic, but leads? What if all of your internet marketing activities drove prospects to your web site (your hub of your hub-and-spoke model of marketing) where you could educate, inform, excite and capture their contact information for further marketing? Let’s dissect these charts below: These are ACTUAL client metrics. Prior to starting an inbound marketing program, this client averaged…

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USING THE FREE LEADIN TOOL TO CAPTURE SUBSCRIBERS, LEADS AND ANALYTICS FOR YOUR WEB SITE

What is Leadin and what can it do for your web site lead generation?  Leadin is a lead capture and analytics tool for web sites. It enables a pop up or slide in subscription request that lets your visitors become subscribers to your web site. The subscribers are added to your e-mail marketing system (using many common systems like Mail Chimp and Constant Contact). You can then use these new contacts in your e-mail marketing. E-mail marketing is still the…

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WHY YOU SHOULD MAKE S.M.A.R.T. RESOLUTIONS INSTEAD

January 1st is the annual Setting of the New Year’s Resolutions. All across the world, people are vowing to work out more, eat more fruits and vegetables, get more work done, take the Facebook app off their smartphone and be nicer to everyone they see. Resolutions almost always get broken, why? They didn’t follow the S.M.A.R.T goal setting model. Specific Measureable Attainable Realistic Time-Bound The S.M.A.R.T framework for goal setting works because it frees you up from the nebulous “I will…

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