The DreamPix Studio created the brand for The Christ Initiative, the newly formed collaborative that is comprised of St. Agnes Parish in Middleton, MA, and St. Rose of Lima Parish in Topsfield, MA. We began by creating a logo which was the foundation of the branding of the new collaborative. From there we built a custom interactive WordPress website that will ultimately provide streaming live sermons and complete online registration capability for the various programs offered at the individual parishes. Please visit the website at The Christ Initiative.
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Measuring the Results of Social Media
Proving the value of social media is one of the more difficult tasks that I have as an online marketer. The two questions that I am asked most often by clients are, “What is the best way for me to engage my audience on social media?” and “How can I measure the results of social media marketing?” As I muddle my way through an explanation that includes some of the buzz words like “reach” and “impressions”, I am somewhat comforted by the fact that even large companies struggle to define the return of their investment in social media.
Those businesses that are most vested in social media measure their success with two measurements, “reach” and “resonance”. Reach is defined as the number of unique people who see a post when it appears in a news feed. Impressions, on the other hand, are the number of times a post from a page is actually displayed. The number of impressions is likely to surpass the number reached as one person may see the same post multiple times.
Resonance measures engagement – the number of comments, likes, and shares that a post receives. Most businesses engage in social media in an attempt to build brand awareness and customer loyalty. However, both “reach” and “resonance” can be analyzed and used to drive traffic to the company website and ultimately help them to reach sales and marketing goals.
Becoming an Expert in your Field
If you want to grow your business it is imperative to become an authority in your field. In my industry that is best done through content marketing. By regularly making blog posts, engaging in social media, and utilizing email marketing to spread the good word about your brand, product, or industry. While there may be industries where this technique does not work as well, most businesses with a product or a service will find it to be a win, win scenario.
I have a roofing client who is ever diligent about his web presence. In late October we began focusing on the hazards of New England weather as it relates to the roofing industry. We made a blog and social media posts on ice dam prevention and preparing gutters for winter weather as well as other useful tips, like using a roofing cart to transport tools and materials up onto the roof when a repair needs to be done. The excessive snowfall and recent publicity surrounding roof collapses have sent the news media, home, and business owners to the internet in search of an expert on roof snow load and ice dams. Guess who came to the top of search engine results? The online marketing effort has paid off ten-fold. While my client has received more phone calls than they can handle and the hits on the website are so high that the server has crashed, we have attained our 15 minutes of fame and have succeeded in our mission to become the go-to authority in the roofing industry.
ecommerce Stationary Store
The DreamPix Studio redesigned the website for Olympic Roofing, a North Shore roofing company offers residential and commercial contracting services. The website features an updated responsive theme that is designed to promote interactivity and quickly draw visitors deeper into the the website.
Blogging is a big part of Olympics online marketing strategy. By regularly posting blogs that seasonally relate to the construction industry Olympic has been able to establish themselves as an authority in their field.
By using Facebook to strategically run contests and promote giveaways, Olympic has also increased it’s following and is building a better relationship with it’s customers.
Email marketing has served the company well through the winter of 2014/2015 when roof snow removal and ice dam protection was at the top of the news.
Mobile Responsive Design: Fluid and Flexible
The word mobile-friendly or responsive is now part of our daily vocabulary – but what exactly does it mean?
A website that is ‘mobile responsive’ is designed to provide an optimal viewing experience in all browsers. This means that rather than simply re-sizing the entire site to fit proportionately into a browser window, a responsive site will creatively reorganize the elements in a way that promotes easy reading, navigation, and scrolling in order to optimize the user experience. All of the elements are placed on a flexible grid and simultaneously resize accordingly as the browser window changes. Photos, for example, may realign themselves from a row to a column for a better viewing experience. To witness the effect, try dragging the handlebars on the browser window on your desktop computer or just compare the difference in the appearance of a website as it appears on different devices.
With more than 50% of online traffic coming from mobile devices – mobile responsiveness is a trend that is not going away. In fact, Google is penalizing those websites that have not adopted a responsive theme. I have included images below from a site that I recently upgraded from a WordPress theme that was not behaving well on mobile platforms. Open Meadow Homes now has a thumbs up from Google.
A view of the homepage of Open Meadow Homes on a desktop computer. Notice that the navigation menu spans across the width of the page. As the user scrolls down the page the next section features three widgets side by each.
A view of the home page of Open Meadow Homes on an iPad displays the navigation menu in a minimized form. The widgets too, re-position themselves for optimal viewing. If they simply resized to fit in the window the content would be too small to read without forcing the user to zoom in.
Lastly, here’s an example of a view of the home page of Open Meadow Homes as seen on an iPhone 6 plus. Virtually all of the items have moved to a vertical position on the grid.
Is your Business Easy to Find on the Internet?
That means, do you come up above the fold of a web page, on the first page of a keyword search for someone in your line of business? Here are a few tips to help to boost your ranking into the top ten.
- Be consistent with your company name. It should look the same way each and every time it is written or displayed. Ensure that your logo meets the four characteristics of a good logo (memorable, timeless, unique, and relevant) and establish guidelines as to how the logo and name with be displayed and used. If you haven’t got one yet and you are thinking over ideas, you may want to go to websites like GraphicSprings where you can create and make your own designs and choose the best one that suits your business.
- Actively seek reviews and testimonials from valued customers. They do make a difference. How often you have read reviews prior to making a purchase or selecting a restaurant? Claim your listings on YELP, Google, YAHOO, and other search engines, and then encourage customers to write a review even if you have to reward them with a glass of Prosecco in exchange for their effort!
- Don’t be a wallflower – it’s important to be active on social media. That doesn’t mean that you have to jump on every Sm platform out there, but make an effort to establish a social presence somewhere and then … post, share, and like often enough that they know you care.
- Try advertising your services on Google AdWords or Facebook boosts. Both can helpful and boosts can be very specifically targeted. While advertising is not directly linked to organic rankings, more visibility with help brand recognition and, in turn, drive more traffic to the website.
- BLOG. Share valuable content and build a reputation as an authority in your field. You can then buy niche edits if you want to get these posts distributed on respectable sites online. The next time someone is searching for a topic relevant to your line of business, your blog post may provide the answer and, before you know it, you will be the go-to source.
A Goal VS a Wish
While considering business goals for 2016, the popular quote “A Goal without a Plan is just a Wish” struck a chord, and prompted me to define some tangible marketing and sales goals. My business resolution for the year is to get in front of at least one potential new client each week. Past experience tells me that this should yield 12 new clients a year. It does beg the question, from where shall I get the new leads? I have a plan for that as well.
- A business networking group, such as BNI, is a terrific referral source for small business owners. Since I already belong to the North Shore Networker’s in Topsfield, I plan to make better use of my 60-second commercials and one on one opportunities to get to know, like, and trust my fellow members. The group is essentially my “sales force” and it is my job to educate them about my products and services so that they might point referrals my way.
- In 2012, I vowed to publish a new blog post each week. I have been pretty diligent about that and the effort has helped to grow my business and solidify my reputation as an authority in my field. While I typically cross-promoted my blog posts using LinkedIn updates, I have found that using the site’s publishing tool is more effective. The difference between posting an update and publishing on LinkedIn essentially relates to the originality of the content, and whether or not the article is worthy of being posted in its entirety. In contrast, the simple sharing of a link or a thought would be an appropriate “update”. I will continue to put effort into composing original pieces to publish both on LinkedIn and on my weblog.
- Contrary to popular belief, email marketing is not dead. My clients have great success with well-planned email marketing campaigns. In fact, a Danvers Day Spa client of mine generated $10,000 in sales between Black Friday and Cyber Monday with a campaign that was primarily email-driven. I plan to create a series of email blasts targeting both existing customers, former clients, and those who previously inquired about my services. I will likely focus on the must-do’s in online marketing today such as the benefits of a CMS platform like WordPress and the importance of mobile responsiveness.
- I often preach that it is not good enough to simply be present on a social media platform. One must actively engage their followers in a valuable conversation in order to reap results. I plan to add Twitter to my to-do list this year. Twitter is like the little black dress in my social media closet! The appetizer bits of information that we share do not take nearly the effort of a blog post and Twitter itself is more user-friendly than ever. I plan to use it to share the “Do’s and Don’ts” in the marketing world, similar to the way that Glamour magazine utilizes this method, which masquerades as an opportunity to share tips of the trade.
With a plan in place, it’s time to put it in play!
San Francisco Commercial Property Management
Windsor Property Management
Overview Commercial Property Managment
This property management company services commercial real estate properties in the San Francisco Bay Area and throughout Northern California. They wanted a fresh face for their business and a website that targeted their online market niche.
Marketing Solution
Logo Design, Corporate Color selection & Branding, Print Collateral, Website Design & Development featuring a mobile responsive theme with clear call to actions.
Lexington, MA Stationery Store
Signature Stationers
Overview
Signature Stationers is a Lexington, Massachusetts retail store that features high quality European stationary and paper products.The wanted to establish branding and create a stronger online presence where they can offer variety of products in an e-commerce environment.
Marketing Solution
Logo Development, Website Design & Development featuring a mobile responsive ecommerce theme.
North Shore Landscaper
DiNanno Landscape
Overview
DiNanno Landscape was launched in 2006 by a high school student. He has since matured along with his business, and the branding needed to updated to more accurately reflect their business goals and the breadth of their services.
Marketing Solution
The logo has been tweaked and the website has been upgraded to a mobile responsive HTML 5 driven WordPress theme. While it continues to be a work in progress because of its ever-growing portfolio, DiNanno Landscape now has a full online resume with professional branding.
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