About Design Theory, All Posts, Content & Copywriting, Social Media
Jean Perpillant, owner, head honcho and web designer extraordinaire of Design Theory and I recently had a conversation about the importance of Social Media and in particular, blogging. Oftentimes one of the hardest parts of our (and in particular my) job is getting clients to believe that professional blogging is a worthwhile cause and can be a great contributor to your business’s success. See a previous blog I wrote on that subject at http://bit.ly/WaawSu. So as we were talking about our own numbers and the ROI therefrom, I suggested lifting the hood on our analytic statistics to prove just how vital this is to the exposure and growth of your business and that business’s profitability. He loved the idea of using our own transparency to prove the validity of our belief to outside clients that there is a tangible benefit To Blog or Not to Blog. No dirty overalls or Goop needed, here we go…
The early part of September hits on our weekly blogs – 572 Page Views
As you can see, we have 3 main contribution sources for our readership this particular week-those who come through our blog being indexed on Google, visits to our blog through visiting www.jpdesigntheory.com directly and others through various alternative search engines. As you can see, the top referring websites that contribute to our audience statistics are Google & LinkedIn with majority this weeks of readership coming from our blogs being indexed on Google. Ah yes, the power of Google.
At Design Theory, we know that our readership is vital to getting our name out there not only in the World Wide Blogosphere but also to the masses as a whole. We’re not a huge corporation with various satellite offices (YET!) but we know that having a world wide presence is the key to meeting our company goals as well as attaining clientele outside our hubs geographic region in Orlando, Florida. What you can also see from the Audience Stats, is that Tuesday happens to be our highest number of reads for this particular week. Knowing that information is important because it tells us at DT, that the early part of the week is the best time to post and also can help clue us in as to who is posting on that day & the impact that person has our readership. Monday is right behind Tuesday for readership and I happen to know that those 2 days blogs are written by Daphne Lenti, our lead Graphic Designer on Monday and me, your happy Wordsmith & Content Marketeer (love the title right!) on Tuesday. What it additionally shows Daphne & I is how important our blogging is to the exposure of our company AND that people are interested in what we have to say & that we have a well-respected level of knowledge on what we write about. It also shows that our connections on LinkedIn are working as an additional exposure source through our professional networks and the groups we are affiliated with on there.
The 3rd week of this month – 994 Page Views
What you see right off the bat is that our Page Views have dramatically increased by 442! Additionally, the 3 main contribution sources to these statistics remain the same but take note of the jump from 24 visits via LinkedIn to a whopping 148 visits in just 2 weeks! Once again Daphne & I are neck in neck until we get to a spike in readership on Thursday. Also note that the top viewing location has changed from Tijuana to Ulaanbaatar in Mongolia. I have no clue why but talk about a world wide presence!
So the crux of our To Blog or Not to Blog and reason for our behind the scenes look at our blogs, is to put our own “argument” to the test and to show you that we practice what we preach to our clients. Oh, and it works!
~ Content Writing Inspiration ~ 
This morning I took out a comma and this afternoon I put it back again.
~Oscar Wilde
2012 Olympics, All Posts, Branding, Content & Copywriting, Marketing, Web Design
Google and Yahoo have always been on different paths in the quest for being king of the hill among search engines. But as I went to each site looking for Olympic updates & information, I noticed a glaringly obvious difference between the Gold & the Bronze when it came to their homepage content strategy for the 2012 London Games. As the two giants regularly tussle for domination of their sectors, is the competition fierce for the web visitors and advertising dollars during the games? As it’s been pointed out on several occasions, Yahoo has (or “is” based on opinion) a big branded advertising business and isn’t shy about it. Google is all search – you get no advertising on its homepage whatsoever. One could say that Yahoo’s homepage creates a schizophrenic type atmosphere and Google chooses to reflect why people go to any search engine at all – to simply search. Each has a diametrical perspective; which may or may not be shared by minimalistic loving web surfers or those who want to know everything every moment of every day.
Now it may just simply be “tomato v. tomahto” – all up to the users choice of flavor. Let’s see where these two rivals stand on the content podium for the 2012 Olympic Games looking at just this one, but VERY TELLING facet – the homepage. For this year’s Olympics, you can almost see the tumbleweed across Google’s homepage with nothing more than a clip-artish image above its unapologetic, simplistic search box. Whereas Yahoo completely capitalizes on the opportunity to lavish (and possibly overwhelm) you with up-to-the-minute stats on what sport is broadcasting, which country is leading in medals, and all note & news-worthy headlines from every vantage point of this historical event. 
Could it be that the choice of a clip-artish image was a passive-aggressive “thumbing of the nose” at Yahoo’s voracious need for your attention? If so, Google gets benched on the therapy couch for this one…lol. But before they end up neck and neck for your search engine loyalty, what finds them at the same starting line is the intent of the user. If one chooses to be in the know, then Yahoo wins hands-down because it is in part what they do best. Yahoo hand-holds you every day, all day- showing you what’s hot (and not) and postings about every media event worldwide. They actually look to be a strategic partner with both their advertisers and users alike. So you are ALWAYS in the loop, whether you want to be or not when just searching for let’s say a great vinaigrette recipe.
Die-hard Google fans will say that their fearless leader displays a search engine decorum truly lacking in their competitor and that if people want news, the can get news BUT only when they ask for news. They provide a discriminating à la carte rather than a force feeding approach. At the end of the day, Yahoo hands down is a true entertainment portal capable of satisfying various entertainment and leisure users. For better or for worst, Google isn’t trying to be an entertainment portal, so it doesn’t even come close to competing with Yahoo in this regard.
So as far as the 2012 Search Engine Homepage Olympics are concerned, Yahoo’s neck is a little more laden than its competitor. Now I know that Goolge lovers might say that “everything that glitters isn’t gold”…Well I guess you’re not Yahoo then are you? LOL.
All Posts, Content & Copywriting, Marketing, Social Media
See even the title causes a little stir & I’ve got a hunch that I’ve succeeded at the initial point of this blog. Since everyone these days has a blog about something or another, in order for your blog to get real traffic, you need to create some really compelling headlines and content. And that’s what allows your blog to flourish and your analytic report to make you smile-creating eye-catching headlines and “you’ve got my full attention” content. You know how people say you only get 10 seconds to make a first impression? Well you get even less to entice a reader with your headlines according to my research. Users often leave web pages in 10–20 seconds if there’s not compelling content to read and that’s some real pressure if you’re a blogger. I have also read that the average page visit lasts a little less than a minute. “As users rush through Web pages, they have time to read only a quarter of the text on the pages they actually visit (let alone all those they don’t).” Whew-tough crowd to please!
Aside from pleasing the reader, we want eye pleasing analytics capturing the success (or lack of) with our blogs. But how do we know that we’ve achieved our goals and keep those analytical reports looking like mountain tops instead of valleys?
~ Content may be king but headlines are indeed the crown. The bottom of the leading line is that if
your blog title/headline is unnoticeable, it gets passed over in a few short seconds and no one reads further. DOA before the first paragraph. But, if you’ve got something that’s contemporary, media talked about, 
news worthy headline, you can hook even the quickest page glancer. Here’s a good example: Dare I say WILLIAM LEVY…I can almost bet that someone who knows who he is has raised an eyebrow, let out a sigh and with anticipation, is clicking to see what I might say about him or hoping to see a picture of him. 
Ladies, your wish is my command…
On the flip side, someone who doesn’t know who he is, might Google him because the curiosity bug has nibbled and you’re wondering why I’m blogging about him. The point is that I’ve struck a chord and since we are curious creatures by nature, a tantalizing headline is all we need to capture ones attention before getting our content hooks in them. What’s even better from a business standpoint is that if you continue to put out “headlining” blogs, you develop a faithful following. Increased traffic = increased business. Increased business = $$$.
~ Is your image worth 1,000 words so your blog doesn’t have to be? Say you go to the Yahoo homepage and see an image of the Queen of England and she has on an African Head wrap? 2 things would probably occur:
(1) you do a double take, shake your head in disbelief and click on another page
OR what’s more likely is that…
(2) you do a double take, become amused and want to read what supports that picture. And even though I don’t have an image to represent this theory you can almost SEE my point. Images play as much a significant role in the content of blogs as do the words written. They bring color and vitality to the black & white copy that lies on the page and enhances the experience your content brings to the reader. That’s what blogging is all about-enhancing the quality of the readers experience in order to gain a faithful following. That’s what measures the success of your blog and puts you in the “air up there” on the analytics peak.
And if you chuckled at the title of this blog or you’re still looking at William Levy,
the goal has been achieved…lol.
All Posts, Content & Copywriting, Marketing, Social Media, Web Design, Web Development
In the first of this two-part series, I delve fork-first into what should be on your success plate for your restaurant via the world wide web and which content accompaniments will have your customers coming back for more.
*It’s Like a Restaurant without Signage ~ Restaurateurs everywhere, you may offer fantastic platings and have a location that rivals cobblestone street cafes in France, but today’s savvy foodie eats with their eyes first…ON THE INTERNET. What about the power luncheon you’re boss asks your to book and you need that perfect location with a swank menu to ink the deal? Or the family of 7 traveling from Virginia to Maine who needs an affordable, family friendly menu with ample seating? In 2012, 90% of consumers first instinct is to Google everything – that’s even for the neighborhood coffee & biscotti café. One of the most successful ways for potential customers to know how fantastic your spot is- is if you have a website. This reigns true if you’re a small Mom & Pop coffee shop, a breakfast & lunch only establishment, or have won a “Best” culinary award for your fusion creations. Wherever you are and unknown vs. well-known, it is imperative you have a web presence to:
1. let the world know you exist and give them a visual perspective of your establishment and its offerings;
2. stay relevant & competitive with other restaurateurs within the same category or cuisine within your surrounding neighborhood/area;
3. make the world aware of accolades you’ve received and watch them influence your prospective patrons; and last but most importantly
4. obtain new and possibly life-long, faithful patrons.
*A Sour Ingredient? ~ If you’re still not convinced a website is necessary, here’s an eye-opening scenario. If you don’t have a website you could be opening yourself up to reviews of your food and/or service via such sites like Yelp which allow visitors to say something influential about your establishment. And wait, here it comes…AND POST IT ON THE WORLDWIDE WEB WITHOUT YOUR PERMISSION. Whether flattering or not, you won’t have a voice and presence on the www to contradict it will you…Convinced now? I have disregarded many a YELPing, whinny patron’s review when the restaurant’s website reflects legitimate and noteworthy criticism and compliments.
*Wanna Really Start Cookin’? Add Some Social Media ~ Social Media is big business in every business arena around. Facebook, Twitter, Digg, Stumble Upon…and even more to come. And the great thing about Social Media is that it’s free! Tweet about your most popular pizza made with all organic ingredients. Create a Facebook page for your restaurant and get customers to Like it. Dish on Digg about this seasons new menu and why your patrons need to give it a test run.
Another great Social Media tool is blogs. Much like this one, blogs can be influential depending on the level of content writing, and what other mediums the blogger is using to expose your restaurant to the world. And if they have a decent following in the industry for which your business belongs to, that’s even more exposure in addition to your other online marketing tools. I’ve seen this at work with a recent client for which I blog and how their customers responded to it. The blog influenced someone to order a dish they never had before and now they are absolutely in love with it. AND they bragged to others about it and now that establishment has 3 new customers. Ahhh…the power of suggestion.
Check back next week when I add the remaining ingredients for a stellar, set you apart from the competition restaurant website. And if you think you should toss this advice out with your table scraps, check out http://www.google.com/analytics/customers/case_study_cke.html and see what CKE Restaurants founder Carl N. Karcher found behind the curtain about his restaurants web presence!
Marketing, Social Media
There is no denying that many people are using social media in one way or another. There’s probably thousands of people each day that are new to it too. There are so many networks to use, and each one gets updated or releases new features so often, that I dare to say that everyone end up learning something the more they use social media. Here at Design Theory, we know a lot, but we try never to say that we’re “Gurus” that know everything. It’s hard to know everything when things change so frequently.
Now we’re online almost 18 or more hours a day. Be it on our smart phones, laptops, tablets, and desktops. One way or another we’re online and engaging our audience, partners, and clients in some form or medium. It’s a lot of work and a lot of constant effort. For the average small business owner deciding whether or not to get into social media, our advice is usually the same:
“Either go all in, or don’t bother at all“
Harsh? Yea a little but the reason why is we hate to see failed attempts. It is very easy to get confused when you’re first starting out. And those little mistakes that may seem insignificant to you, may cost you your online reputation.
Incomplete Social Profile
This is totally a rookie mistake, but you’d be surprised how many social accounts we come across that are only partially filled out. Have you ever seen that big goose egg on Twitter for a person or business? They probably haven’t ventured into the profile settings to upload a cool head shot or picture of their store or logo to show that they’re actually a real account. Or on Linked In where someone may use a picture of a cat or cartoon character as their profile photo. Not only is that not appropriate for that social site because Linked In is considered more of a professional business networking site, it looks like you don’t take your professional profile seriously. Facebook allows you to input a lot of information for your Business Fan page, so take advantage of that. In a lot of cases a successful Facebook page will show up in a Google search way before your website does. So be sure to have your best foot forward with all of your information listed.
Dormant Accounts
These are social media accounts of people or businesses that at some point got started, then got bored, frustrated, or lost interest and stopped using their accounts. I’m sure some of those people thought they’d get back on the wagon once they found some more free time in their day, have an upcoming event or sale that they’ll want to promote in the future, or some reason or other. However valid the excuse may be, to a potential client and your audience it now looks like you don’t take your social account seriously. And in that microsecond you lose a potential ear for someone who was willing to pay attention and follow your brand.
Duplicate Updates & Posts on All Mediums
Speaking of multiple accounts, don’t make the mistake in posting the same posts or status updates across ALL of your social media accounts. Its tacky and lazy. Sure that sounds mean, but it’s true. Most people are members of more than two social media platforms and they’ll see your post on one network then see the same one on another network word for word. It looks like a robot may have posted it or you’re not really putting time to pay attention to the conversations and tones of each network individually. Point is you can’t mix coffee with juice then a slushy and dip your donut in it and expect everyone else is drinking and eating the same things you are at each table.
Failure to Respond
This one kind of falls under the dormant accounts but in some cases is a bit worse. Have you ever reached out to a fan or someone on a social network and never hear a response? Or have you read a post that was just posted in the last few minutes of you reading it, and you like it and reply, and you never hear a response to your reply? Yea those are bad. It looks like you’re just talking and could care less about listening. Which really defeats the purpose of being “social” on these networks. There’s some etiquette for each network on reasonable response times.
You Think It Shouldn’t Cost Much
I saved this one for last because it seems to always be the elephant in the room. To be a little transparent, we get a good amount of emails and phone calls requesting quotes on managing creating social media accounts for small businesses. I would say the number one hesitation for us seems to be price. Yet we’re not the cheapest business in our local market and certainly not online. To give you an idea of a median price for a full package for social media management and marketing for Google+, Twitter, Facebook, Linked In, YouTube, and Pinterest; you would be paying around $2,000 a month. This includes metrics, tracking, custom Facebook tabs and landing pages, Call to Action and ongoing marketing initiatives, and of course constant up to the minute engagement.
After reading all this, I’d love to hear your thoughts and even your own experiences. Lets start a dialog with other readers in the comments below.
