Marketing Acuity

Did you know Google changed their search algorithms last year? That flew under the radar of most business owners and a few marketing directors. They are heavily emphasizing new, quality content on web sites over things like meta tags and keywords, and other ‘behind-the-scenes’ coding. If you want your company to rank under a particular long tail keyword search (such as engravable awards Lansing, Michigan, or insurance agent west Lansing or East Lansing chiropractor) you have to have fresh, new content…

13 steps to, 7 top tips for, 9 ways to get more…. Why do we gravitate to lists in business blog posts? There are a lot of scientific reasons. But the clearest reason is this: While googling “how to make a bow and arrow, ”  a woman and her seven-year old child  selected the one titled “How to make a bow and arrow in 13 steps.” When asked why she selected that out of the top ten results, she said it was that…

Have you ever stumbled across a tweet that had an interesting topic that you wanted to read? I did, recently. It was about how large manufacturers in a particular industry listen to customers to influence business decisions. Who wouldn’t want to read that, right? In particular, they mentioned a brand that I love.  I was using my phone to read the tweet, which led to a teaser, not a blog, so I didn’t download it at that time. So I went…

Developing content for your company’s blog is critical for generating traffic and nurturing leads. This is especially true for health care products and services, IT and software companies, as prospects have a lot of questions,  the time from their consideration to purchase is lengthy and product investment may be quite high.  How to interview and develop technical blog content for when you’re not a technical expert?  It’s not rocket science (usually.) As a marketer, however, you may not be the…

All institutions of higher education need to be competitive with communications, just like any other organization that seeks to sell products and services. Despite unique features of each individual institution of higher education the following key communications concepts should make up the core of any higher education marketing plan. 1. A champion to lead the effort – Someone in upper management or from the board of governors should assume the leadership role for the higher education communications effort and build up support among…

           In the first part of this series, How Much Does a Web Site cost?(Spoke8, New Link?) You could seesurface that complexity drives up cost, and simplicity lowers it. But that’s not always the case. Simplicity in style, architecture and user interface is often incredibly complex under the hood, so to speak, and as mysterious as what goes on under the hood of your car, it can be expensive to build. In the case of the car example, for…

Two of the most popular Open Source Content Management Systems are Drupal andWordPress. Which should you choose for your site? There are lot of considerations that go into the right platform: What kind of organization are you running? A smaller organization would find WordPress an easy and affordable option to set up. It’s a DIY project for a reasonably tech-savvy business owner, but flexible enough to expand as the organization expands. Out of the box, and with extensions and modules,…

Making the decision to move to a new higher education web site is challenging enough, but then considering what content management solution is right for your web site is even harder. Joomla and Drupal are two of the most popular open source content management solutions that are used in college and university environments. Open Source means that no one single company or developer owns the code, and the license is open for other developers to extend and improve it without cost. This appeals to…

How much does a web site cost? This is probably the #1 question from prospective clients when they’re ready to talk about web site development (as evidenced by the number of google searches for “how much does a web site cost”.) Of course, the answer is “it depends”. Let’s break down the elements of developing a web site to explore how web site cost is entirely dependent on audience, functionality and feature depth factors: Discovery: This process uncovers everything you need…