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All Successful Web Marketing Hinges on This One Thing–And It’s Not Even The Marketer’s Job!

Most important thing in web marketing

That was a hard title for me to write. Successful web marketing hinges on so many things, it’s nearly impossible to narrow it down to just one MUST have thing.

Think about this: If I asked you to name the one thing needed to make a television advertising campaign successful, what would you say? A great television commercial? Yup, that’s true, but you also need for that commercial to air in the right markets. And not just that, the commercial has to air at the times that your target audience is most likely watching. So you can’t just have the right markets. You can’t just have the right air time. And you can’t just have the right commercial. They all have to go together.

And that’s how web marketing is. You can’t just pick the right keywords, because they have to be optimized. You can’t just get links or run a great social campaign because you’re sending people to a lackluster website. You can’t just do on-page optimization because you need the links to increase authority.

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Why Your Desktop Content Needs to be Mobile Friendly

mobile friendly desktop contentWith the growth of mobile marketing we get a lot of questions on what that means for content. For the most part, content served to both your mobile visitors and desktop visitors should be identical. The primary exception is how the content is presented on each device.

As tends to occur with the advent and growth of any new medium, we have to change how we think and execute certain strategies. The new influences the old, and unless we adapt, we’ll find the old way of doing things to be less effective than they once were.

In the case of content, we know that mobile content should actually be written differently than desktop content. But wait! Didn’t I just say they shouldn’t be the same? As a matter of fact, yes, they should be. The solution is to write your content for mobile and make that your desktop content as well.

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Web Design IS Web Marketing

Web design is web marketing

Many people don’t realize this but web marketing doesn’t begin when website development ends. Too frequently companies finish their web design and then think about marketing the site on the web. That’s backward thinking!

If you don’t plan for marketing during your site’s development, you’ll be in for a rude awakening . You may find that your new site may be awfully good-looking but awful at supporting your web marketing efforts.

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How and Why to Get Organized Before A Development or Marketing Project

project preparation

When starting out on a new web development or marketing project, what are some of the most important things you need to get started? Is it the designs? The idea? While these are great components to have and are certainly necessary, these are not the most vital parts to have to ensure your project runs smoothly and is a success.

Most people don’t think about this much, as it isn’t as obvious at first, but organization is the most important factor in a web development or marketing project. These projects require lots of precise coordination across different technical disciplines split between different companies to make it all come together and work as intended. This is no easy task to achieve, but it is doable.

Organization is the backbone of every successful project , so let’s give you some pointers on what areas to really focus on organizing before approaching a company to take on your web development or marketing project.

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Mobile First is not Mobile Only

Mobile first strategy doesn't mean mobile only

I’ve written quite a bit about mobile design, development and optimization recently, advocating for a “mobile first” philosophy. But going “mobile first” doesn’t mean “mobile only.”

The world is going has gone mobile. All of our website marketing efforts (which includes web design and development–that’s not IT!) need to consider mobile, not as an option but as the primary way their visitors will be interacting with their websites.

In fact, when it comes to websites, we should probably begin devaluing the word “mobile” from our vocabulary. Right now we think of mobile as the device being used. However, from a programming perspective, mobile is turning more into the platform rather than the device itself.

What does that mean to you and me? Well, for starters, we don’t want to create separate websites for mobile and desktop. We can deal with coding tweaks for different browsers –do this for Chrome, that for Firefox, and now (maybe) AMP for mobile–but we don’t want to have to maintain separate websites for every platform.

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Is Your Digital Marketing Failing Or Is it Just Your Website?

Is Your Digital Marketing failing

Not too long ago, a prospective client came to us because they wanted to get more leads and sales online.They were doing great offline, but their online conversions just weren’t happening, and it was starting to affect their bottom line.

Of course, this isn’t new for us. Most prospects come to us because they want to grow their web presence. That’s what we do. But in this particular instance, there was more going on than meets the eye.

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New Site Resolution for 2016

Update your website

It’s 2016, and while everyone is making New Year’s resolutions, it might be time for you to make a new site resolution.

In cyberspace, things age fast. Every year, there are new trends and technologies that effect the performance, look and feel of websites. Which means that if it’s been more than three years since you designed your current web site, you need to start thinking of the next iteration.

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New Site Launch Tip #10: Check New Website Performance

check new website performanceIt’s not uncommon for new websites to be developed on a temporary URL or IP address. This allows developers to code the site where it can be reviewed, tested and tweaked by the marketing team without an unfinished site being accessible to the masses.

Most site issues can be tested and tweaked while on that development URL, and you can be confident that they will work as advertised once the live site rolls out. However, the dev URL itself presents some issues that can make some previously fixed issues re-appear on the live site.

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New Site Launch Tip #9: Don’t Rely on Gut Instinct – Install Analytics Tracking Codes

Install analytics tracking codes

One of the more frustrating things I see as a web marketer is businesses using the magical powers of observation to determine whether or not their online marketing efforts are succeeding. Sure, observation can be interesting, but it should not be held as a definitive benchmark for determining your site’s success. At best, observation should be used as a starting point for digging deaper into your analytics to get to the truth of the matter.

When any new site rolls out there are going to be some hiccups, bumps and potholes along the way. A good SEO will help you minimize problems as much as possible, but inevitably, they’re,well, inevitable (mic drop.)

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Pay Now or Pay Later: The Hidden Costs of Cheap Websites

Hidden costs of cheap websites

There is a huge amount of truth in the saying, “you get what you pay for.” There is no place that this is more obvious than in website design and marketing. Well, maybe it’s not so obvious, at least until you get around to changing something.

We get this a lot.

Prospects come to us looking to help improve their web presence and ask for a quote. After a quick review, we realize that starting any web marketing will be fruitless until the structural site issues are fixed. How bad those structural issues are usually has a direct relation to how much the business “saved” on website development.

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