Tools & Tips – Page 7

Importance of Consistent Communication – Part I

June 17, 2020 Beth Devine

Last month, we had the privilege of presenting during CCAT’s webinar on “Using Technology and Effective Communications to Market your Business.” Although consistent communication is most often equated to business development, it is important for so much more.

That’s especially true right now, during this time of uncertainty and rapid change. Your marketing communications aren’t just a touch point for your customers and prospects—they can provide comfort for your employees, show your support for your community, and help you stay in touch with all shareholders. During our part of the webinar, Cheryl and I covered several topics:

• Who do you want to talk to?
• What is your message?
• What’s worth saying?
• How do you get the word out?

Over the next few posts, I’d like to cover each topic in more detail. Let’s start with the first one.

Who do you want to talk to?

The obvious answer to that question is:

• Customers
• Prospects
• Employees
• Potential Employees
• Other Shareholders

The follow-up question is, “Do you have a method to reach out to them?”. If you don’t have a solid database, now is the time to work on one. Implementing a CRM (customer relationship management) tool is the way to go. We recommend looking into a platform that also offers an in-bound marketing program.

Salesforce is one platform that offers a super CRM tool, and HubSpot is an excellent in-bound marketing program. For many companies, however, these options are cost-prohibitive. Smaller companies might need to look for a more affordable alternative, and they do exist. There are platforms available that combine a CRM with in-bound functionality to offer all the features a business-to-business company would need, at a price much lower than you might think.

Whatever you choose, make sure you segment the list so you can tailor your messages to specific audiences. Also, use all platforms for communication. For example, be sure that you’re LinkedIn to all customers, prospects, employees, and anyone you’d like to employ in the future. It’s okay to be seen in more than one place. It’s just another touch point.

Once you have your method of communication set, you can begin to form and broadcast your message. We’ll talk about strategies for that next time.

How Manufacturers Can Communicate Their Capabilities During a Time of Crisis

April 6, 2020 Beth Devine

Letting people know what you can do at this time is a public service.

The COVID-19 pandemic crisis is affecting every individual and every business in America. Sadly, a lot of companies have been forced to suspend operations as demand has fallen off—but for many manufacturers, demand is as great as it ever was, if not exponentially higher. If you are an essential manufacturer who is up and running during this national emergency, you owe it to your customers and the general public to let them know.

This isn’t about raising your profile or marketing your company. Companies like yours are filling vital needs right now, and people are looking for information about your capabilities.

Here are some ideas for how you can get the word out:

• COVID 19 Capabilities Page – Think about what your company is doing (or is capable of doing) as it relates to COVID-19. Have you switched over to manufacturing PPE or other critically needed emergency equipment? What have you done to ensure that your supply chain will be uninterrupted? Have you made changes with the materials you use to reinforce safety and sanitization? These are things people need to know! Create a page or section on your website detailing how your business is addressing COVID-19, and make that page easy to find. Put it in the Capabilities dropdown on your navigation or feature a link to it on your homepage.

• Protecting Your Employees – You have probably taken major steps to protect the health and wellness of your workforce, too. Add that information to your website so people know how serious you take your commitment to keep your employees safe while staying in business. This could be part of the COVID 19 Capabilities Page or you could create a standalone page to thank your employees.

• Press Coverage – If you have the ability to meet a lifesaving need, reach out to the media and let them know. Now is not the time to be shy about communicating your know-how or your capacity to ramp up if needed. A press release detailing what you can do could put you in front of someone who urgently needs your products or capabilities.

• Industry Outreach – ThomasNet has put together a database of manufacturers and their capabilities as they relate to COVID-19 needs. Be sure to share your information with them, as well. Also reach out to your industry publications to learn what information they’re looking for.

• Blogging – Add all this information on your blog, and post regular updates. Things are changing quickly, and you will want to keep visitors to your website up to date on everything you are doing. Make it easy for anyone with a need to quickly understand how you can help.

As an essential manufacturer who is operating during this time of crisis, you are helping to keep our country running. Communicating your capabilities is a service both to your customers and the general public, so don’t neglect to do it. If we can help, please don’t hesitate to reach out.

Announcing New Web Services Provider

August 28, 2018 Beth Devine

Web Savvy Marketers is excited to announce that we have partnered with Jonesen to provide you a whole new level of web hosting, web design, security, and development services.

We recently transitioned our focus from web design, development, and hosting to Marketing, specifically: copywriting, blogging, SEO, and PR. Since then, we decided to partner with Jonesen to ensure you were given the best care possible going forward, and to allow us the ability to focus our full efforts on our Marketing services.

Jonesen is a web agency with over 15 years of experience delivering creative solutions to clients coast to coast. We have been working together behind the scenes to ensure that this will be a step up in service and security for your business.

Here’s what to expect next:

First rate service from the Jonesen team
Over the next few weeks, the Jonesen team will be evaluating your websites and reaching out to go over your plans for the future and how they can assist with getting you there
Future invoices for website services will be generated by Jonesen and all future payments should be routed to them as well

If you have any questions please feel free to reach out to either us or Charles Elliott at Jonesen. Existing web hosting customers have been sent an email with contact information for Charles. Please contact us if you have not received the email or if you need us to resend the contact information.

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.

Information must be stored using pseudonymization or anonymization.
Data is not available publicly without explicit consent.
Consent to use data can be withdrawn by the consumer at any time.
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:

If you have an e-commerce store and sell to customers in the EU
If you collect personal data from EU customers for any reason
You can not send unsolicited emails to anyone. You can not purchase lists, or merge lists from different companies into your list.
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

Get a quick overview with this Infographic: http://ec.europa.eu/justice/smedataprotect/index_en.htm

WordPress related information:

E-commerce websites

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/#
Woocommerce websites: https://woocommerce.com/2017/12/gdpr-compliance-woocommerce/
Additional Woocommerce resources: https://woocommerce.com/gdpr/

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.

Be consistent with your messaging: People need to recognize you, no matter where they see you.
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.
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.
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.
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?

Take Your Business to the Next Level with Co Branding

March 7, 2018 Beth Devine

Are you looking to introduce your brand into new markets? Perhaps you want to expand in markets that you’re already in. Or maybe you need to jump start your brand. Co-branding may be the ticket for you.

Co-branding is a concept that has continued to become more attractive over the years. The concept is described as the combining of two or more brands to create a single, unique product or service. With new products and services constantly hitting the shelves, a co-branding partnership may sound a little absurd. After all, why would you share information and resources with a potential enemy?

There are actually a lot of benefits to working with a partner vs. doing things on your own. The key to a successful partnership is to choose a brand that will best complement or enhance your product. More companies are uniting and launching co-branded partnerships, a once thought risk has been proven to be a win-win for both parties.

Check out some successful co-branding partnerships:

GoPro & Red Bull: “Stratos”
Spotify + Starbucks
Nike & Apple: Nike+
Uber & Spotify: Soundtrack for Your Ride
Bonne Belle & Dr. Pepper: Flavored Lip Balm
Pottery Barn & Sherwin-Williams: Color Your Room

Still on the fence? Here are some reasons why you should consider a co-branding partnership.

Shared Customer Loyalty: In co-branding, loyal customers of one brand will display the same affection for the other.
Extend Reach: Co-branding can increase the visibility and market share of both partners.
Share Costs: One of the biggest benefits is that marketing costs are split between both parties, allowing for more creative ideas and opportunities.
Boost Sales: Co-branding can significantly enhance the sales potential of a product or service, compared to a similar offer showcasing only a single brand.
Customized Product: A successful co-branding partnership delivers a better product that fulfills the needs of the customers in a better way.

If you are looking to co-brand, be sure to choose your partner wisely. Look for someone that complements or enhances your brand AND make sure that your customers have a positive opinion about the other company, or your brand may lose some of its appeal.

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:

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

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

Genesis Featured Page Advanced – allows you to pull information from a page into a widget area.
Genesis Featured Posts – allows you to pull posts or post excerpts into a widget area.
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

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:

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

When Hiring a Consultant – Use Their Knowledge Wisely

November 14, 2017 Beth Devine

One of the things I find interesting when I meet a potential client is their idea of how to best use our services. New prospects often fall into two categories, those who are placing an order and those who provide only a piece of the information we need to best serve them. These are the two most common mistakes people make when hiring a consultant.

Order Filler

This usually starts with someone saying “I don’t really know much about marketing but here’s what you need to do”. One example is of a person who informed me they needed an email campaign. I said, that’s fine but let’s take a step back and tell me know more about your company. During that discussion, I discovered what they were saying was very different from what they had on their website. The messaging was all over the place.
In this instance what they really needed was a clear message across all platforms starting with their website. Once that was in place it was time to discuss an e-mail campaign. As it turned out, they had fewer than 50 contacts. Our next step was to build up their database before initiating a campaign. I could have simply set up an e-mail campaign as requested but that would not have been in the best interest of the client.

Silo Creators

The second challenge we face as consultants are the silo creators. These are the people who provide you with only a piece of the whole picture. When working with manufacturing clients the first series of questions I ask include:

What’s your capacity?
Which product line is most profitable?
Are you fully staffed in the area you want to grow?

I often get some strange looks, after all what does a marketing consultant need with this information? The answer is simple, I need to know what to promote.

That said, let’s look at those questions again…

What’s your capacity? – There’s only one thing worse than having product with no customers and that’s having customers and no product.
Which product line is most profitable? – Why would you want to sell product that doesn’t make you the most money?
Are you fully staffed in the area you want to grow? – With manufacturing employees so hard to come by, are you prepared to manage growth in the face of employees leaving?

Many years ago I was working with a manufacturer. We increased their orders through marketing and some direct sales. After a couple months I was in a meeting with the owner discussing the success of the campaign when he said “yeah we have more work but we hate that kind of work.” This is information that I could have used in advance. It’s important to educate consultants about your entire business so that they can make sound decisions on your behalf.

Feel the love, speed and SEO all swirled together.

November 7, 2017 Beth Devine

Hocus 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?

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.
Anecdotal Evidence. Ask your clients. Something as simple as “How did you find me?” “What made you decide to call me?”
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!
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:

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
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.
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.
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.
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.

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