Educating Clients about SEO

As professionals in the field of digital and web marketing, we are familiar with the lingo that surrounds the world of search engine optimization and digital marketing processes. So it’s easy for us to get wrapped up in what we can do for our clients without actually explaining to them what it is we actually do.

Some would argue that, as long as the client sees results by way of positive metrics, the client doesn’t have to know what we’re doing. In fact, some talk like what we do is subject to scrutiny only by those who are a part of the old boys club that run the campaigns and digital marketing initiatives.

I believe that giving clients knowledge and empowering them to discover things on their own is a very positive thing. Giving clients the information and the knowledge to approach their projects as full partners is empowering. Teaching a customer something new is fabulous.

To the people in my business that approach it as if it were a secret language, I say shame on you. If you are so hard up for clients that you can’t explain what you’re doing in plain English, then you shouldn’t be in the business of helping people.

Mind you, that’s not to say that you have to be a teacher. I have worked with many people who have put their  “hands to God” and said take it away without so much as a boo or hiss about what it is I’m actually doing, besides getting results.

But educating your client can help you too. Too many times I’ve had chats with people who assumed that, because they were paying me, they would be on the top of the Google listings within days of starting their project. To that I say “Whoa Nelly!” and I explain that, although my efforts are absolutely essential to the life of the client’s website, I am not a magic maker.

So what Is the ideal space, the higher ground for SEO specialists to take? I say that our job is to relate, persevere and educate. Client’ s can snub their  noses at our efforts to let them in on the big SEO secret. Maybe, with our help they’ll realize there really isn’t one after all.

What's In A Domain Name?

As a new hire Business Consultant at a well known web development company in Halifax, Nova Scotia, I see it all.

Domain names that are short and sweet, and domain names that stretch way past the logical point of naming conventions into the absurd.

Since the gold rush days of the available dot.com extensions has arguably been over for quite some time, people have taken to calling their domains basically whatever they like. I am the first person to challenge any move to limit choice, but there needs to be some logic injected when making the right one for your company's "web estate".

Generally, short names rule. They're easy to work with, easy to remember and even better if worked into some kind of intelligent or kitchy acronym. It's always a delight to see a domain name that has been intelligently conjured by its' owner; and the owners are generally quite delighted to tell me the story behind their domain name if I show interest. Showing interest is my job.

Getting caught up in the dot com name game is easy enough. Rescuing a website from a rogue domain name isn't. For example, let's say your domain name is "abc.com". The branding methods the site designers use will tell you what "abc" is all about with images and text and all of the nice things that go into branding and marketing a website. The fact that the domain name is only three letters long is a long term bonus and will inevitably work to the benefit of the site when considering search engine optimization.

Now let's consider the domain with "abcdefghijklmnopqrstwxyz.com". Don't think they're out there? Watch carefully and you will see. People are picking dot com for the wrong reason due to a basic misunderstanding of what domain names actually do. Just because your site is a dot com doesn't make it any easier to find; in fact, it may be harder simply due to the irregularity of the name provided. If your site is about soup, call it soup, not "vegetableandcarrotsoupstore".

There has been a plethora of new name extensions released in the last twelve months, and there's sure to be more to come in the very near future. The dream of having a dot com might be over, but the dream of having a dot info, dot dance, dot wiki, dot futbol, dot ink are not.

Extensions come into popularity and take hold in a flash, which is why it's so important to keep abreast of what's happening at your registrar's house. Go there. Become familiar with registrar sights and pay some real attention to your new domain name and what it actually means to your business.

Sometimes when I ask for their domain names, people hesitate - even they have a hard time with the long naming convention. Generally, your registrar is there to help. Ask them what they think of your name before you marry it because as we all know, divorce sure can get messy.

SOME REGISTRARS FOR YOU TO BOOKMARK:

networksolutions.com
register.com
godaddy.com
sibername.com

My Last Post

Halifax, NS, 17/07/16 - It's been nearly six months since my last post, thus breaking Google's cardinal rule, keep the copy fresh!

Myself and Scream Media have gone through somewhat of a metamorphosis over the last six months with a change in location from Toronto to Halifax and a new consulting position in Halifax's downtown core. I am from Halifax so returning here wasn't that taxing, but getting use to the speed that everyone operates on is.

My consulting career with my new client has gotten off to a good start, but I still feel that, deep down in my soul, that I am suppose to be doing something different, more creative. That seems to be the pitch though, everyone is looking for the perfect spot to be in, but few can find them due to a poor economy or lack of training opportunities.

I'm not sure how long my tenure will last with my current client, but I have already learned so much in such a very short period of time I feel like my brain is going to pop open and be nude for all to see. That my friend would be scary.

If you've been visiting my blog looking for something new, I apologize. There really is no excuse except that life kind of took over the driver's seat for a while and made me unavailable. But I'm back on the road again and will continue to persevere.

The people in Halifax are great. The city is great. And I'm closer to my family now than I have ever been, which is something that I value a lot. I hope that the man upstairs sees me and my efforts and looks favorably down on me and you. Here's to the next six months and a whole hell of a lot of posts, content and interaction with you.

Sincerely,

Darren.

When Does Your Small Business Need To Think About Apps?

Feb 04/16, Toronto, ON - In 2014, Canadian smartphone penetration was 55 per cent. In 2015, that number increased to 68 per cent. In fact, it is estimated that approximately 3 million Canadians purchased their first smartphone in the last half of 2014.

With that in mind it’s important to know that mobile investment doesn't come cheap. When your small business is deciding whether to invest in purchasing, customizing, or developing a mobile app, your current business approach, your call-to-actions, your competitors, and your team's mobility are all part of the criteria.

Customers who are on the go seem more likely to engage with brands if they are localized. For example, if you operate an IT consultancy that serves a local community, you are more likely to get more leads from the people in that region if you have a mobile strategy.

Good customer support is crucial to keep getting new referrals, and mobile apps are an excellent channel for delivering support instantly. It is also a great way to scale your customer support by introducing new channels of communication and delivery directly from the app.

If you want to learn how customers are using your products and services and what they like and don’t like about them, a mobile app can be a simple method for collecting this sort of data. Also, you can learn more about your customers with a well-designed app. Everything from their geographic location, job roles, age, spending limits, and on to infinity. This data could be useful when you're tailoring communications and potential offers to them.

The cost of producing a mobile app can vary widely, but generally, you get what you pay for. For example, there's a significant difference between engaging a freelancer, offshore development team, or an agency. Similarly, having an app that requires a back-end server built or APIs integrated versus one that is completely standalone can differ drastically. Some apps are produced for as little as ten-thousand dollars. Others, over the life of the app can go as high as $750-thousand and beyond. The price almost entirely depends on the goal or outcome desired for that app and the support services that are necessary for the app to run properly and deliver the data it was built to gather or vend.

In any case, the moral of the story is to be prepared. Once again, app development is costly and not necessarily something that your small business must have immediately. But somewhere in the plan your company will have to address the cost need ratio for your small business and get out there into the “wild west” of digital marketing and make “one giant step” for your business by planning to invest in an app for your business that will deliver the performance driven data that your company will need to remain competitive. 

Setting Up Google Analytics For Your Web Server

Visit the new Scream Media website and see what we can do for you!!

Setting up Google Analytics on Your Web Server

The Google Analytics tracking code collects data for your web property, and returns that data to Analytics where you can see it in reports. When you add a new web property to your Analytics account, Analytics generates the tracking code snippet that you need to add to the pages whose data you want to collect. You can use this tracking code snippet as is, or customize it to collect additional data. The tracking code snippet contains a unique ID for the web property that lets you identify that property's data in your reports.

If you want to find out if you have installed your tracking code properly, you can use the “View Source” function of your web browser. The tracking code or “snippet” will have been installed at the bottom of the code on the page. You will need to install snippets on each page you wish to track them in Google Analytics.

If you are not familiar with the code view of your website, usually the web host provider will give you a hand setting this up. Keep your eyes open though because it’s not something they’re going to do twice for you, unless your site is managed by a communications firm or a consultant, in which case they will probably charge you a fee for setting it up for you. However, if you’re going to be dealing with data from Google Analytics, it would be wise to get familiar with the back end of your site, if only for the monetary savings you’ll realize by not needing to contact your go to person every time you want to take a look. To get to the view page source option, right click on the mouse on a piece of open page and the menu will appear. Once you have the menu, click on “view page source”. 

This is what the view page source will look like in most  cases

Visit the new Scream Media website and see what we can do for you!!

Once you release the mouse you will see the code view. As you can tell with this snippet, the Google Analytics code IS NOT installed. But don’t worry. It’s a simple cut and paste job to do so, at the bottom of The HTML at the bottom of your page. Remember, this exercise isn’t about changing or moving code about on the page. You simply have to look at the code, find the tail and cut and paste the code that Google Analytics has generated for you. 

Find the tracking code snippet for your property:

The snippet of code would be placed here. The snippet of code will look like this:

Sign in to your Google Analytics account, and select the Admin tab. From the ACCOUNT and PROPERTY columns, select the property you’re working with. Click Tracking Info > Tracking Code.

This is what the tracking code for www.screammedia.ca, looks like :

<script>

  (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){

  (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),

  m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)

  })(window,document,'script','//www.google-analytics.com/analytics.js','ga');

  ga('create', 'UA-59151106-1', 'auto');

  ga('send', 'pageview');

</script>

-Wait for Part 2-

Visit the new Scream Media website and see what we can do for you!!

What is a Wireframe? - Part 1

What is a wireframe?

Basically, a wireframe is an architectural representation of a website before it is actually produced. It allows you to define the information hierarchy of your design, making it easier for you to plan the layout according to how you want your user to process the information. Wireframing is a very good practice, so if you haven't done it yet, there's no better time to start. 

Initial wireframe for Scream Media site:

www.screammedia.ca

Just like you need to see the two dimensional drawings of house before you can understand the layout, thus is the purpose of a wireframe. Similarly for a screen design, you can't start building pixel layers in Photoshop, or writing blocks of code, without knowing where the information is going to go. 

Check out the new Scream Media website!

What is Copywriting?

What is Copywriting?

Copywriting is the creative process of organizing information and writing words (and sometimes suggesting concepts, structure, and visuals) used in creating effective sales and marketing documents. These include print ads, Internet banner ads, brochures, case studies, direct mail, sales letters, sale sheets, flyers, case studies, and new product announcements – and the list goes on.

Copywriters seek to inform, persuade and sell. The process sometimes goes by other names – marketing writing, sales and writing, persuasive writing, ad writing and public relations writing are just a few. Copywriting is a broad term. The words on a menu are copy. So are the words in an ad, product description, press release, annual report, announcement, invitation, package insert, sales letter, Web page, broadcast fax, CD ROM presentation, and food labels.

For the most part, copywriting is copy that sells, but sometimes the direct sales message within a marketing document isn’t obvious.

Direct mail certainly packs a deliberate sales punch. A direct mail package is designed to make an immediate buying decision, and the success of a mailing is measured by how many people from a given list respond. I can remember as a manager of the local Marie Brown’s in Bedford, Nova Scotia, my manager waiting patiently by the door and counting the number of people who came in with their coupons from the direct mail piece that he participated in.

But, of course, there are no guarantees. People may be fickle, or just not interested in what you’re selling. I have written many a news article thinking that this would be the one to light the paper I was writing for on fire only to have it dropped like a wet sponge from disinterest. It’s to no fault of the author, it’s just the way the masses read.

A lot of copywriters call copywriting “writing that sells,” but sometimes the direct sales message within a marketing document isn’t obvious. Direct mail certainly packs a deliberate sales punch. A direct mail package is designed to get you to make an immediate buying decision, and the success of a mailing is measured by how many people from a given list respond.

But marketing documents such as case studies, success stories, and features take more of a “soft sell” approach. They contain no direct “buy now” message. Still, copywriters tasked with writing any forms of marketing document, whether it be hard sell or soft sell, will use all the persuasive tools at their command in a deliberate attempt to with the hearts and minds of buyers. 

Check out our website!