Enjoy! The Magazine is a periodic publication for the residents and businesses in Northwest Georgia. The magazine was founded in 2008 by Advertising Dynamics, Inc based out of Rome, GA. Over 10,000 copies are distributed freely at businesses, restaurants, and other public venues in Rome, Cartersville, Calhoun, Cedartown, Rockmart and other nearby areas.

Web Needs

When the client first came to us, they expressed three things they wanted this new site to achieve for their magazine. The first was to highlight the great features and events from the magazine online, the second was a way for users to see and interact with the magazine on the website, and the third was add some value to their advertisers with some online attention.

The first was the simplest of these requests. We were sure to include large, bold sliders on the homepage to highlight each major feature article from each current edition. We also included a calendar of events section that the client can manage and update on their own with each new edition.

PDF Viewer

The magazine viewer was much trickier, but in the end our team found a great solution. We discovered the solution with the aid of the powerful web platform, Scribd. If you are not familiar, Scribd  describes itself as, “the world’s largest social reading and publishing company.”  They have created an easy way to share PDFs across the web and mobile devices in a very stylish presentation. Easily the greatest asset about this platform though is that every document uploaded is search engine friendly. This allows everything that is included within the magazine can be found through search terms.

Our team took their powerful platform and seamlessly integrated with Enjoy! Magazine’s website. The client can easily upload every new issue from the backend of the Enjoy’s website and once uploaded, the issue will automatically post to Issues page on the website. All with one click of a button. Users can then browse through each issue using the Scribd platform and never leave Enjoy’s website. A truly simple and painless process for the client to easily manage on their own.

Advertiser Index

The last requested feature was another fun one. Enjoy wanted a way to add value with their website to those that graciously advertised in their magazine. Opting for something much better than just a list of names, we came up with the idea of having a database of advertisers that included name, location/directions, contact information, and any type description companies would like to include. Many of their advertisers do not have websites and often suffer from not being able to be found online. With this handy feature on Enjoy!, not only do companies gain exposure in their ads, but also increase their findability and presence online.

The most powerful feature to this added element is that the Enjoy can update this list themselves. The database has a separate portal on the backend and the client can easily add and subtract advertisers as needed.

Be sure to check out all the action at myenjoymagazine.com today.

The experiences the user has while interacting with your website, email marketing, social media page, mobile site, or web application often directly determines the success of your advertising and marketing. If the user finds your information layout inconvenient,  slow, or unhelpful while interacting with it, chances are they will quickly move on to a company that has a site that is simple and easy to use even if you are the best option. The effort to stay on par with your competitors and convince users that you truly are “the best in the business” hinges on how you implement the term “The User is King” within your internet marketing strategy.

Some businesses might say that they have no need for this type of strategy because they don’t advertise on the Internet, but they neglect the fact that their website is a marketing and advertising tool in and of itself. A business’ website is the main portal for their customers and clients, and if users can’t get what they need from the site quickly and easily, it’s not doing its job. So if your company has (at the very least) a website, here are 3 things you must do to stay competitive:

Thou Shalt Understand Thine User Experience

When browsing through your website, it’s important to think like one of your customers. If you don’t enjoy spending time on your own website, chances are users do not either. If you’re not sure whether or not your site is user friendly, try asking yourself some critical questions. Is all of the information easily accessible? Is the layout confusing or does it encourage a natural flow? Is contact information easy to locate? Do all of the links work? These points may seem like common sense, but it’s easy for them to be forgotten in the foray of getting your message across. If these questions and answers aren’t getting attention, neither is your message that you want your visitors to receive. Take a moment to look at your site with a critical eye to find where improvements can be made.

Another large part of user experience is providing opportunities for the user to interact with on your site. A mass of static pages can be overwhelming and does little to keep visitors on your website. Installing plugins and widgets on your site can encourage users to find what they need easily and prove to your customers that your website is relevant to their needs. When your business give users reasons to find your website useful, they in turn will ultimately share their discoveries with others which turns them into marketers for your company.

Think user experience isn’t all that important?  Tell that to Digg.  They were kings of social news until they completely overhauled their website, but forgot to think about what the end users wanted and enjoyed about their original design.  As a result, a vast majority of Digg visitors went elsewhere to find what they wanted because Digg’s redesigned site no longer served their needs or added to their enjoyment of being on their website.

Thou Shalt Remain Accessible

In addition to user experience, it’s important to think about how accessible your site is to visitors. With the advent and popularity of smartphones, it’s critical to know how compatible your site is with mobile devices and multiple web browsers. With extensive reports coming out that in five years web access will be almost completely dominated by mobile platforms, it’s important that you don’t get left in the dust. More and more people want their information on the go, and if you’re not giving them the ability to access your site from anywhere, they won’t be giving you their business.

If your site can’t be viewed or takes too long to load on a mobile device or a popular browser, chances are that user is going to move on to a different site out of convenience. If you haven’t looked at your own site on your personal mobile device lately, now is a good time to check it out. Put yourself in your client’s shoes and ask:  Can I easily find the information the visitors are looking for? Is anything broken or not working on the mobile platform? Is it easy to navigate from one area of the site to the next? If any of these questions are difficult to answer, it’s time to develop legitimate mobile version of your website.

Not only should your mobile website have what people are looking for, but if you’re advertising your business you need to use unique landing pages for every ad creative. Whether you’re advertising on the radio, tv, in print, or around the web, you can incorporate the use of unique landing pages in your ad campaigns. Creating these pages for your site allows visitors to access exactly what they’re looking for from the ad that brought them to your site.  Landing pages offer specific information without the hassle of sifting through multiple pages of unrelated subjects.  No sales pitch would make customers dig for information; and neither should your website when used in advertising.

To Thine Own Customers Be True

This year, it’s customer service that is going to set you apart from your competitors. Service is one element of cyber business that can easily be lost behind a computer screen, but don’t let that happen to your company. Elements of customer service in the real world easily translate to the digital aspect of business.  It’s important to remember old school customer service etiquette when dealing with web-based clients.

Using sites such as Facebook to connect with your customers is a great way to provide top-notch service.  Whatever comments are made, good or bad, use the opportunity to respond to your clients in a positive and helpful manner.  Doing so will show your transparency as a company and build brand loyalty.  Dealing with negative feedback in a positive way is a mark of strength for your brand or company. Customers appreciate prompt and courteous service, and now more than ever, it’s easier to oblige them.  Doing so without criticism will definitely help your company grow.

You can also reach out to your customers via e-mail newsletter. This medium is now the most convenient way for many people to access information about your company, deals, and events.  Embracing e-mail marketing may be the best thing you can do for the promotion of your business. Not only do you stay in the forefront of your customer’s minds via their inbox, you give them the opportunity to forward that e-mail to potential customers as well.

Does your business lack brownie points in any of these areas? 2011 should be the year to consider making these things a priority.

Worksite Fail

The Worksite Fail blog of the C&R website is an attempt to bring humor to the community-at-large and while educating the public and business owners about flagrant violations in a workplace environment.  We feel that this blog also brings a sense of community to the website; it is a special area where auditors and business owners alike can get together and share a chuckle while making the workplace a little safer for everyone involved.

Integrated RSS Feeds

A special feature of the C&R website is the use of the integrated RSS feed from the OSHA website.  Press releases, updated policies, and upcoming OSHA events are all posted in a to-the-minute display within site sidebars.  Not only is this feature useful for employees and auditors within C&R Compliance, but it makes the website a hub for other businesses as well, increasing client and potential client interaction.

Email Newsletter

In addition to the design, structure, and execution of the C&R Website, Steele Agency also manages a comprehensive email newsletter for C&R Compliance.  The use of email allows the company to stay in regular contact with their clients and interested parties, maintaining and building their market and client base in one.

Company Branding

Our team at Steele Agency started with a single company logo for C&R Compliance and developed an entire product brand. All design elements of the C&R website are integrated with various elements of company business and marketing.  Web and email design were streamlined for a polished effect to tie it all together.  A custom power point presentation header was created for C&R, streamlining all presentations to clients and potential clients for an impressive, polished presentation.  Company brochures and literature were also published with the brand designed by Steele Agency to reach out to potential clients in a printed format.

Future Development

Steele Agency continues to work with C&R Compliance to create other high-tech features for their business.  We are currently developing an online database for company and client documents.  The database will connect the administrative departments of both C&R Compliance and their clients, allowing for a more streamlined chain of communication.  The end goal of the project is to have a functional,  scalable site with online document management that can be accessed from a desktop computer or an on-site mobile device.  In effect, this will be a full-scale software system for audits, inspections, client communication, and policy updates.

Steele Agency took the vision and brainstorming of a company and turned it into a reality, with more to come.  View the website here, at crcompliance.com.

Integrated Online Quotes and Online Application

Dynamic Product Map

State Mutual Insurance covers people all over the United States; however, not all products are available in all areas.  To remove confusion from the process of purchasing medicare supplement products , Steele Agency created a Dynamic Product Map of the United States which shows product availability.  Now, users can easily see what products are offered in their state with a simple rollover, as well as when products are expected to be available in their state.

 

Plan Comparison Charts

Search Engine Optimization

Landing pages are used by many companies when they want to target a very specific market, direct a potential customer to specific information, a summary of their products or services, or a specific ad campaign.  The key difference between their main, home website, and the landing page, is that the website contains general information about the company and the products and services it offers, while the landing page is tailored towards a particular offer or information the company wants its potential customer to focus on.

Depending on the type, landing pages may be used to ask the visitor to take a survey, allow them to request more information about an offer, leave feedback, or direct them towards making an immediate or future purchase.  The included information is kept short and sweet so that the message conveyed comes across clearly; information about the offer, company name and contact information, and often times an information request form.

In addition to crafting these pages with keywords that will optimize the potential for a Google user to find them, landing pages are also used via email.  Including a live URL link in a newsletter or marketing email can also be extremely effective.  Because there is relevant information in the email, the target audience already has an idea of what is being offered.  But instead of simply linking to the homepage, a landing page directs the customer towards the specific offer or information, eliminating the possibility of them getting lost or distracted while navigating the homepage.  This precise directing of the visitor’s attention increases the chances of conversion—that is, that the visitor will interact with the page—fill out the information form so the company can contact them about their products and services, view the special offer, or provide the desired feedback.

Whatever a company is offering in the marketplace (do tie racks really need built in lights?), landing pages can be an effective way of getting out a specific message to a specific audience quickly, efficiently, and effectively, saving would-be consumers the hassle of wading through loads of extraneous information.  And can I resist?  They may also help your business take off…

Unlike Facebook advertising, the key to Google Adwords is keywords. But like Facebook, it is important to know your target and how to draw them in. When using Google AdWords, an advertiser is allowed to select keywords that will enable their ad to pop up when the keyword(s) are searched. In this way, Google AdWords is different because an advertiser is targeting their audience based upon what they are searching for, and since the ads are Pay Per Click (PPC), it is important to generate narrow keywords that are specific to help avoid unwanted clicks.

Fortunately, Google has a keyword generator on their site so, before you even get started, you can generate ideas from the content on your web site or a competitor’s web site. You can also check out your estimated CPC (Cost Per Click) so you know how much you are getting into before you think about committing.

Google AdWords has also introduced bid ideas to aid in the reduction of costs and the increase of website traffic. Google tries to identify which of your keywords seem to be good candidates for bid changes and targets them based upon whether or not you would like to decrease costs or increase traffic. Check out their help blog about bid ideas for more information.

In addition to building a larger Web presence, Google has announced the addition of phone extensions into AdWords. By including phone extensions, users can call the business directly from their smart phones when viewing the ad on their mobile device. This feature appears as the last line of text of the advertisement and only costs the same as a PPC.

When examining these two popular digital advertising channels , it’s clear to see that advertising on Facebook and Google AdWords works best when under a more specific umbrella. There are tons of resources on how to best work with keywords so that an ad will make the most impression with the lowest overall cost, as well as what not to do when generating keywords and creating an ad. The important thing to remember is to keep it specific and not overdo the amount of keywords attached to an ad.

Of course, we are more than happy to help.