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Three Business Reasons to Hire Marketing Professionals

December 13, 2023 Beth Devine

I was recently listening to a podcast when someone posed this question: “Would you rather be an expert in your field, or a jack of all trades and master of none?”

These types of hyperbolic questions can be a bit ridiculous because what we would ideally want is a balance of both, right? If I had to choose, I’d prefer it if everyone was an expert that we could reference as needed. Why? Well, think about it this way: Would you want to get your car fixed by someone who isn’t an automotive repair specialist? Or more vitally important, would you want a surgeon operating on you if they weren’t a specialist?

The same is true for marketing. In an age where anyone can build a website or generate social media
content it can be tempting to forgo hiring an experienced marketer, but that would be a mistake.

Knowing how to effectively market and influence your target audience takes time to master just like any
other skill, and you’ll get better results with a professional who specializes in this. Here are three
business reasons to hire a marketing professional:

  1. Help Recruiting Efforts
    Good marketing can help you attract potential employees. Companies must effectively pitch
    themselves to potential employees to entice them to apply. A well-crafted marketing pitch will
    increase your number of job applicants.
  2. Develop a Targeted Marketing Strategy
    What’s your niche? What are you doing that your competitors aren’t? Who’s your target
    audience, and how can you reach them? If you already know all of this, that’s great! If not, a
    marketing professional can determine these things and create a targeted strategic plan. Many
    business owners make the mistake of being too broad with their marketing approach and end
    up investing resources where they aren’t needed. A marketing professional will find your niche,
    analyze your competitors, and promote your products directly to your target audience.
  3. Determine Return on Investment (ROI)
    There’s more marketing data available than ever before, but it’s only useful if you know where
    to find it and what to do with it. Seasoned marketing professionals know how to find and
    analyze data that can be used to determine the ROI of your marketing efforts. This allows them
    to fine-tune your future marketing investments, so your business gets the maximum ROI.

As a manufacturing professional, you probably already have more daily tasks than you can manage. Why overwhelm yourself with another that isn’t your specialty? Wouldn’t it be smarter to focus all of your energy on what you do best, and let the marketing professionals do what they do best, especially when it will help increase profits?

The team at Web Savvy Marketers specializes in marketing, specifically for manufacturers. It’s ALL we do. And although I’ve provided three reasons to reach out to our experienced team, there are countless others.
Contact us to learn more.

Filed Under: Beth's Posts, Featured, Internet Marketing 101

How to Utilize AI Programs to Enhance Your Marketing

September 28, 2023 Beth Devine

Artificial intelligence (AI) is transforming the world around us, and these AI programs are making it possible for everyone to experience the benefits of this powerful technology. From writing and coding assistants to creative tools and productivity boosters, there is an AI program out there for everyone.

Would you believe me if I told you that that first paragraph was written by AI? Hello! A real person is typing now, but isn’t it interesting how with a simple prompt this AI could do my job for me? That’s what I want to talk about today. Not about how I want to be replaced but how this technology can help create more content quicker.

I’m sure you’re all keenly aware of the thousands of articles debating AI and the other half-dozen buzzwords surrounding these new technologies. From ChatGPT to Midjourney, there are dozens of companies vying for your eyeballs on their service.

But what if you’re not sure how this technology could be best utilized for your marketing needs?
Well, I did some research and I want to showcase one service (Bard) that could save you time and energy.

To start, I’d like to highlight some issues that you might be aware of with these experimental new technologies. It’s not all sunshine and roses but as my mother told me, “You should always hear the bad news first”, but if you stick around for the pros portion, you’ll find some great tips there.

Cons

Technical Accuracy
For manufacturers specifically, this is a big one. You could be dealing with terms or acronyms that could be very specific to your work that an AI might not know how to handle. This actually leads well into the second point where

Not False, but not specific.
I’m sure you’ve heard the tales. An AI program creating facts out of thin air with no idea where it got that info from. In my personal testing, Bard claimed things that were technically true but made for a bland story. In writing, specifics help ground and compel your audience and I often found Bard failed in that sense.

Repetition. Repetition. Repetition!
The program is great at finding different ways to re-phrase the same points and that’s certainly a skill, but in reading over what it gave me as a whole, it wasn’t an asset.

Alright, now that we’re done with the cons we can get to the good stuff. How could we use this for your website, social media, etc. content? As a writer myself, I don’t want to advocate for a program that could replace me, but in my eyes, this is a perfect tool to market your company. Let’s imagine a scenario.

You’re sitting at your desk with a cursor blinking at you. You’ve created an amazing product but now you need to sell it. How do you sum up years of work into a simple tagline, slogan, or about section? The blank document stares at you as the deadline fast approaches. You know what they always say, “The hardest thing is to start”, but you just can’t.

That’s why we’re here. To find a way to use innovative technologies to help brand your business. We’ve started to use AI programs like Bard as an idea generator. Let’s look again at the cons I brought up in a different light.

Pros

Technical Accuracy
Imagine you have a ton of text full of these explanations that span pages and pages, and you know the casual viewer of your website isn’t going to want to read all of that. You need to hook them in. How do you do that? We can submit all of that text to Bard and ask it to make a list of the key topics. It might not be able to provide details, but it’s able to highlight content a casual reader would care about to draw them in.

Not False, but not specific.
In fact-checking these claims, I stumbled upon a 2022 report full of statistics about manufacturing in Connecticut with dozens of interesting statistics and reports on the state of things. Would I have found this great resource if I wasn’t looking for the exact number of employees in the manufacturing sector in CT? Probably not! Now you have a statistic to write a more compelling story/blog post.

Repetition. Repetition. Repetition!
The repetition highlights what the AI thinks is important. In this online world, key terms are vital to all parts of the writing process to get traffic. That’s how these algorithms work, right? And an AI knows that. So, a particularly helpful thing I’ve found is that Bard is great at creating lists. These can be full of ideas that will allow you to submit a bunch of text in your prompt and have the program narrow it down.

These types of new technologies are what we use to help make more new content faster and more effectively. If any of this sounds interesting to you feel free to ask us for help!

In the end, there are so many ways to use programs like this to help create more content. To start, we use AI as a brainstorming tool.

Filed Under: Beth's Posts, Featured, Internet Marketing 101

Does GDPR apply to you?

May 24, 2018 Beth Devine

Overview of GDPR and how it affects small business owners in the US. With specific links and resources for businesses with e-commerce websites and those running WordPress and WooCommerce.

What is GDPR?

General Data Protection Regulation (GDPR) definition: https://en.wikipedia.org/wiki/General_Data_Protection_Regulation

The regulation was created to protect privacy for all individuals within the European Union and European Economic Area.

The regulation requires that personally identifiable information being collected about individuals inside the EU be processed and stored to protect the data privacy.

  1. Information must be stored using pseudonymization or anonymization.
  2. Data is not available publicly without explicit consent.
  3. Consent to use data can be withdrawn by the consumer at any time.
  4. The processor of data must clearly disclose what data is being collected; how it being collected; why it is being processed; how long it is being retained and if it is being shared with third-parties.

Who does this affect?

This applies to any online business that collects and stores personally identifiable information from individuals or entities in the EU.

How this might affect Web Savvy Marketer customers:

  1. If you have an e-commerce store and sell to customers in the EU
  2. If you collect personal data from EU customers for any reason
  3. You can not send unsolicited emails to anyone. You can not purchase lists, or merge lists from different companies into your list.
  4. You can not auto email from abandoned shopping carts, unless the shopper has opted in for email.

Actions steps to take if GDPR affects you

  • Make sure your website has an SSL certificate installed so data collection/storage is encrypted
  • Review and update your website’s privacy policy
  • Remove all automatic opt-ins on your website, get a clear consent prior to collecting data
  • Set up process to delete user information upon their request
  • Set up process to monitor for potential data breaches and notify users if their data has been affected by a breach
  • Review your mailing lists for compliance

For more detailed information please review the following resources:

GDPR Overview
  1. Get a quick overview with this Infographic: http://ec.europa.eu/justice/smedataprotect/index_en.htm
WordPress related information:
  1. https://www.codeinwp.com/blog/complete-wordpress-gdpr-guide/
  2. https://wordpress.org/plugins/wp-security-audit-log/
E-commerce websites
  1. Good overall resource in clear language with specific information on what to include in privacy policies and recommendations for data collection. https://www.willows-consulting.com/gdpr-for-ecommerce/#
  2. Woocommerce websites: https://woocommerce.com/2017/12/gdpr-compliance-woocommerce/
  3. Additional Woocommerce resources: https://woocommerce.com/gdpr/



Filed Under: Carolyn's Posts, E-commerce, Email marketing, Featured, Marketing, News, Tools & Tips

6 Reasons Why You NEED to be on LinkedIn

March 27, 2018 Beth Devine

LinkedIn is the largest professional network in the world. Over 564 million people have accounts on the site, and more are joining every day. By now you know that you need to be on LinkedIn. If you’ve been in the business world for a while, it’s something you have heard about, probably so often that you hardly react to it anymore. Roughly only a quarter of these members log in regularly, but why? What is the real value of LinkedIn?

1. Your LinkedIn Profile Helps Build Trust:

Jeremy Schifeling, Founder and CEO at Break into Tech, explains this idea: “In the same way that an Uber or Lyft gives you verification about the person who is going to pick you up in the car, you want to know who you’re going to hire or do business with or partner with in a professional context.” Building trust is very important to everyone, from full-time workers, freelancers, and small business owners alike.

2. Gain Website Traffic and Leads

LinkedIn is more effective than any other social media platform in generating website traffic. LinkedIn is responsible for 64% of all visits from social media to corporate websites.

3. Find Talented Employees:

LinkedIn has invested greatly in improving their Talent Solutions. From a simple job posting to complete turnkey recruitment the platform is an affordable way to source candidates for any job openings you have.

4. Build Strong Relationships and Keep an Eye on your Prospects and Clients:

Did you meet someone at a business after hours or industry event? It’s a great idea to connect with them on LinkedIn afterwards. It helps you get to know each other before that first meeting.

5. Raise Exposure for Your Business:

Creating a LinkedIn page for your business allows people to find and follow your brand. By doing so they will receive any updates you post on your company page. Updates could include press releases, new products, promotional offers or information about current vacancies.

6. Get News for your Specific Industry:

LinkedIn has become a lot more than a social networking site. They have many types of industry news that you can follow.

I hope this article opened your eyes if you are not currently on LinkedIn. Using LinkedIn will open more doors and connect you with others who have similar or exact interests. Growing your business has never been this easy.

Filed Under: Amber's Posts, Featured Tagged With: LinkedIn, Tips

Can Manufacturing and Marketing Coexist?

March 21, 2018 Beth Devine

With sales built on long-term relationships, why does a manufacturer need marketing? How can marketing help grow the business? It’s a common misconception that many business owners have a hard time understanding. According to TopSpot, 90% of B2B customers use the internet to find a potentional supplier. Consumers are not the only ones looking online to purchase items anymore. Here are just a few ways to reach the most potential customers with online marketing

  1. Optimize Your Website for Searches

The first step in any manufacturer marketing strategy is to ensure that your website can be easily found in searches by those who are looking for you. This is done through the process of search engine optimization. It is also important to make sure that your website is responsive. By guaranteeing that people can access your site from any device, including smartphones, desktops and tablets, you increase your visibility and leads.

  1. Use Pay-Per-Click Advertising

Pay-per-click, also known as PPC, is an advertising method that involves the placement of small ads along the top or side of search engine results. PPC ads are inexpensive and if used correctly, can have very high returns on investment for manufacturers.

  1. Create Social Media Profiles

Sometimes, manufacturing leaders are slow to use social media marketing. But social media is a great (and free!) way for manufacturers to engage potential clients and current customers online. By creating social media profiles, it helps your company get in front of decision makers

  1. Create Engaging Content

Results on search engines are more than just links to websites. When someone searches for they receive images, articles, videos, locations, and review results. By creating engaging content, it attracts visitors to your website and allows them to learn more about your products and services.

Digital marketing helps manufacturing companies build relationships. Business owners that take advantage of the internet will find that it:

  • Establishes them as a thought leader
  • Helps them build their reputation and brand awareness
  • Improves customer loyalty
  • Allows the brand to nurture their incoming leads.
  • Demonstrates the manufacturer’s capabilities

Manufacturing is a competitive market and even companies that produce superior products can find themselves struggling because they didn’t market themselves correctly. It makes sense to outsource your marketing needs to an experienced company who understands the requirements of the manufacturing industry. Here at Web Savvy Marketers we offer professional marketing services to increase awareness of your products and services.

While many manufacturers continue to focus on expanding and pushing sales, many are quickly realizing that they aren’t competing effectively. If you want to stay in business and continue your family legacy, you need to develop an effective marketing strategy. Otherwise, your company’s legacy may not last another generation.

Filed Under: Amber's Posts, Featured

5 Low-Budget Marketing Tips to Boost Your Business

March 12, 2018 Beth Devine

Who says that marketing has to be expensive and hard? Sometimes the simplest ideas are the most effective. Check out these 5 marketing tips to help your business stand out without breaking the bank.

  1. Be consistent with your messaging: People need to recognize you, no matter where they see you.
  2. Track your online reputation: Use social media, but you don’t need to be on every platform. Look at what your customers are using and use that.
  3. Build a network: Word of mouth is the most prevailing type of marketing, plus it’s free! So build those relationships with professionals that you would happily refer your customers to and who can send referrals your way.
  4. Update your website: If your business doesn’t have a website, you are missing out. People will be searching for you online, make sure your information is up to date and accurate.
  5. Blog: Why should people come back to your website? Be sure to give people a reason to keep coming back. Give them tips, product updates and blog!

These are just a few simple (and free!) ways to get your marketing off the ground. Which of these marketing trends are you working on incorporating into your strategy?

Filed Under: Amber's Posts, Featured, Tools & Tips

What’s a Widget?

March 4, 2018 Beth Devine

Remember when a widget was a thing you called something when you couldn’t remember what to call it?

Not anymore. WordPress turned the widget into a real thing. Or is it?

I’ve found that many new WordPress users have a little trouble understanding the Widget concept and how it fits into their website.

What is a WordPress widget?

The widget is a section under Appearances where you can add content to a section of the website. Typically and historically the widget areas were designed to be used on  parts of the website that appear on many pages. Sections like the primary sidebar or the footer area are typical places where you might want to include data on many pages. Data you may want to include on many pages might be your address, a menu, e-mail sign-up form, a contact button, Social media links…you get the idea. By using a widget you only set up the data once and it appears on in multiple locations.

When you open up your Widget area under Appearance>Widgets, you’ll see something similar to that shown above, with the Available Widgets on the left side and the Widget Areas on the right. The basic concept is to pull the widget you want to use from the available Widgets into the widget area where you want the widget to display.

The Available Widgets may vary by theme or if there are plug-ins installed, but I’ve found that I use these types of widgets pretty frequently:

  1. Custom Html – used for placing code or scripts from another source (such as an email sign-up form
  2. Image – allows you to insert an image from your media library
  3. Navigation Menu – Adds a custom menu
  4. Text – Add text – handy for addresses, phones numbers, etc.
  5. Search
  6. Video
  7. Audio

I have used the Genesis framework frequently over the years so there are several Genesis specific widgets I like to use:

  1. Genesis Featured Page Advanced – allows you to pull information from a page into a widget area.
  2. Genesis Featured Posts – allows you to pull posts or post excerpts into a widget area.
  3. Simple Social Icons

The Widget Areas also vary by theme. Often when I use the Genesis framework, the theme home page is often set up using widget areas. This allows you to pull information to the home page dynamically, instead of having to update the home page when you create a new post or event. For example, the Testimonials Section and Marketing Tools and Tips From Our Blog section will update automatically if a new testimonial is added or if we add a new Featured post to our website.

So a Widget is a “do-hicky” or a “thing” that you use to put content into multiple places or to update content dynamically in multiple places. “Widget” seems like the perfect name for it.

More information about widgets 

 

Filed Under: Carolyn's Posts, Featured, Tools & Tips, Wordpress Tutorials

How to import a calendar – dates and all! And how to turn off comments.

February 26, 2018 Beth Devine

Last week we launched a newly designed website. It was a fairly large website with the Timely All-in-One calendar plug-in. There were over 2000 calendar entries that we ported over to the new site.

Initially we used the WordPress Importer (located under Tools in the dashboard) that is part of the WordPress core installation to export the data from the old site and import it into the new site. That worked – kind of – but it didn’t import the dates correctly, so they didn’t appear on the calendar. Kind of important for calendar items.

What did work was using the Timely Feed option. To do that go to the calendar on the old site, click on Subscribe, then right click Add to Timely Calendar > Copy link address. Then go to the new site, under Events>Calendar Feeds. Type the URL you just copied into the feed field, check the options you desire and click the Add new subscription.

Speaking of options. There is a checkbox for Allow comments on imported events, which I apparently did not check. Oops! It turns out the client didn’t want comments.

How to turn off comments for blog posts and events.

There is a feature in WordPress to turn off comments for all posts – including past posts.

Here’s how:

  1. Go to All Posts or in this case All Events.
  2. Click the checkbox that selects all the posts or events.
  3. Click and apply Edit under Bulk Actions dropdown.
  4. Set Comments to Do Not Allow
  5. Click Update

That should work in most cases, but it didn’t in this case. I think because of the way we imported the data through the subscription feed.

So here’s my go to fix in cases when WordPress won’t do as we’d like.

Change the display through CSS.

In this case I wanted to eliminate the display of the comment count and comment display box. To find out the CSS class that presents these options, right click on the area you want to eliminate, click “Inspect”. Look through the code to find the CSS classes that define the styles for these elements.

In this case it was  “.comment-text, .comment_meta-container, .comment_container, and .comment count”. So I added the following code to the CSS styles:

.comment-text,

.comment_meta-container,

.comment_container,

.comment-count {

display:none !important;

}

Wala! Comments section is gone.

Make sure you’re modifying your CSS by using the Custom CSS option of your theme instead of updating the themes original style sheet.

 

Filed Under: Carolyn's Posts, Featured, Wordpress Tutorials

Feel the love, speed and SEO all swirled together.

November 7, 2017 Beth Devine

SEO MagicHocus pocus, give me focus, make my website fast, loved and popular. Feel the love, speed and SEO all swirled together. Are you looking for the magic SEO potion? Ta Da! Here you go.

First, find  love.

Find out what people love about you, about your product and about your business. Find out how they’re looking for love. Where are they looking? Are they looking on Google, Linkedin, Facebook. Do they even know they’re looking? How do you find out?

  1. Use Data. Find the key to love with Analytics. It can tell you what your clients or prospects are looking for and how they’re looking for it.
  2. Anecdotal Evidence. Ask your clients. Something as simple as “How did you find me?” “What made you decide to call me?”
  3. Be bold. Ask for some love. Ask for online reviews on Google, Yelp, LinkedIn, or for a testimonials on your website. Ask people to Like your page, subscribe to your YouTube Channel, sign-up for your email newsletter, or meet for drinks.  There are so many ways to ask for love. Find the best ways for you and ask!
  4. Respond. Listen to your clients. Answer their questions. People love that.

Then swirl some love on your website content. Make sure your website content loves your clients – make sure it answers their questions. Make sure it presents your product or service so beautifully it’s impossible not to love (buy) it! Make sure it presents material that your analytics indicate will bring results.

Spread the love. Social media makes it easy. Share on the social media outlets that work best for you. Share your blog posts, events, product news, business news, even jokes, inspirations, photos and anecdotes.

Second, find speed.

No one wants to wait. Waiting frustrates people. It’s not loving. Make your website fast. Google loves speed. Give Google some love. They’ll love you back. Your page speed is known to be one of the factors (among many) in your search engine rank. So make your website zippy.

To find out fast your website is check out the links in the post The Need for Speed. How to check your website to see if it needs a speed tune-up.

Here are some of the most common recommendations you’ll find when you run a speed test:

  1. Optimize images. The first thing to do is make sure your images aren’t size larger than they appear on screen. That’s just wasting bandwidth. Please. Don’t upload a 4000 px x 4000 px image to your website, if the size is going to be viewed is 400 px x 400 px. But that’s just the start of image optimization. Check out this Image Optimization article to find out just how complicated it can get.Fortunately, there are plug-ins for WordPress users that will help you optimize the images on your website. Two of the most popular are:
    1. WP Smush
    2. Ewww Optimizer
  2. Eliminate or reduce CSS and Javascript rendering above the fold.Fixing the above the fold recommendation can get complicated too, as sometimes, depending on the theme, relocating scripts can break the website. There is a plug-in for it that’s worth trying. (I hope to test it on soon and will review it for you then). The plug-in is Optimizing Above the Fold.  Beware, the plug-in is intended for pros and is not something you can install and it will automagically fix things for you.
  3. Minify Javascript and CSS – Optimizing Above the Fold can handle this for you too, but Autoptimize is a simpler plug-in that might be easier to use for most users. As always with plug-ins make sure you back up  your database prior to installing and running, so if something doesn’t work right, (ie. it breaks your website) you can restore to a functioning version without too much trouble. 
  4. Enable caching. W3Total cache is one popular plug-in used in WordPress sites to configure caching. Be careful with it though, the wrong settings will break your website. (BACKUP prior to use). Some hosts offer their own caching systems and disallow W3 Total Cache. WPengine is one that we use that has their own object caching process.
    You could also consider a CDN. Basically a Content Delivery System  that helps serve and cache your site’s static, cacheable content from multiple worldwide server locations.
  5. Server speed is slow. Check with your web hosting provider to see if they can help you with this. You might also check your DNS settings to ensure they aren’t slowing things down.

Sometimes it’s the WordPress theme itself that is slowing things down. If that’s the case, you might be able to speed it up using some of the tools above, but if given the chance it’s best to start with a fast theme. I found a list of 20 fast themes at https://colorlib.com/wp/fast-loading-wordpress-themes/. I haven’t had a chance to install and test their speed yet, but may test out a few for review in a later post.

Let the SEO Magic begin.

Swirl some love on your website by ensuring that it provides a good user experience with interesting, valuable content and make it load fast. That’s when you’ll begin to see some SEO magic happen.

Filed Under: Carolyn's Posts, Featured, Internet Marketing 101, Search Engine Optimization (SEO), Tips for a good website, Tools & Tips

The Need for Speed. How to check your website to see if it needs a speed tune-up.

November 2, 2017 Beth Devine

Web Traffic SpeedometerWhen you drive a high-performance vehicle and step on the gas you can feel the acceleration. Quick acceleration makes it easy to merge onto a fast-moving freeway safely or outrun a high-speed chase (just kidding – we’re not recommending anything illegal in this blog post).

Just as it’s important to have a fast, responsive automobile on the highway to have the best driving experience, it’s also important to have a fast, responsive website on the internet if you want optimum user experience for your website visitors.

Why is website speed important?

  1. It will make your visitors happy and more likely to buy from you. Slow websites equal frustrated visitors who leave and go check out your competitors’ websites.
  2. It may improve your website rank on search engines and that will provide greater opportunity for more people to get to your zippy, refreshingly speedy website.

How do you know if your website is fast?

There are numerous free tools online that can measure the speed of your website. Here’s a few to get you started:

  • PageSpeed Insights – Google
  • https://tools.pingdom.com/
  • https://www.webpagetest.org/
  • https://wpengine.com/speed-tool/?gclid=CKjZzcqOmdcCFQx6fgodoR4EsA

There are more. You could test all day long. But the important thing to do is to run a few tests and see where your weaknesses lie. Common problems that might be slowing you down are:

  1. Slow server response time
  2. Images need resizing/optimization
  3. Eliminate render-blocking JavaScript and CSS in above-the -fold content
  4. Leverage browser caching
  5. Minify CSS

So NOW WHAT?

There can be a lot of technical information to comprehend in the reports. The good news is that the reports provide you with links on how to fix the problems. But even with that it can be overwhelming for the average website owner to understand the problems and make the corrections.

Just like most people take their cars to a shop for a regular tune-up, it’s a good idea to have your website tuned up on a regular basis too. So whether you’re the kind of person who changes their own oil or you prefer to drop it off at the shop, it makes sense to run a few reports to check out your score and either make some of the improvements on your own, or give your website maintenance team a call to see what they can do to help you out.

Feel the love, speed and SEO all swirled together.  

Filed Under: Carolyn's Posts, Featured, Tips for a good website, Tools & Tips, Website Maintenance

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