Against the Grain: Technology

Now that we’re a week into the New Year, it’s time to take a look at your 2012 goals. We’re not talking fitness, eating better or getting more sleep (although, I think we can all say those are on our list) –– we’re talking business. Here are three resolutions to get your year off to the right start.

1. Freshen your website. Interactive Director Yancy DeLathouder says, “With the current pace of web innovations, if your site is more than three years old, you’ll want to consider upgrading your site to keep pace with changing technology. In addition to having a wealth of features available from newer technologies like HTML5, older technologies like JavaScript have also been causing quite a stir, replacing Flash implementations with equally functional and attractive, yet mobile-friendly applications. Additionally, new browsers and new browser versions, including mobile devices, may cause websites built for older standards to not function as expected. Upgrading a website to current standards will ensure proper operation for all potential audiences on all potential platforms.”

2. Create a social media policy. Public Relations Specialist Gabby Bladdick thinks every business, agency and nonprofit –– large and small –– should create a social media policy. Why, we ask? “With the way businesses are relying on social media to be a major part of their marketing campaigns, it’s imperative to establish a company-wide social media policy so every employee is on the same page. It should include everything from what they can/cannot say to repercussions for violating the policy. Trust us, you don’t want to end up like this company.”

3. Review your crisis communications plan. If you don’t have one, create one. Public Relations Director Kristin Sunde says, “We recommend clients review and update their crisis communications plans at least once a year, if not more. As staff, stakeholders, and services and products change, it’s likely your plan needs updating. And if you don’t have a crisis communications plan, resolve to put one in place this quarter. Its value will far outweigh the investment if disaster strikes.

2012 is the year to improve –– so let’s do it together! Give us a call if we can help!

Google+ is a topic that’s been buzzing around the water coolers for the last couple months, but has anyone really grabbed the latest social media platform by the horns? Although it doesn’t have 800 million users like Facebook, it has caused much media attention, and a few early adopters are trying it out. Not sure if you’re ready to jump onboard? Let us take you on the Google+ grand tour:

• Google+’s Stream is just like Facebook’s timeline and Twitter’s feed. Here, you can see updates, pictures, videos and links.
• If you think Facebook’s chat feature is great, you’ll love Google+’s Hangouts. Perhaps the most technologically advanced feature (“it changes who’s on camera based on who’s talking,” according to Mashable), Hangouts allows you to video chat with multiple people from your Circles.
• People are reporting they love Google+ Circles. A creative way to group friends, Circles allows you to designate who sees your posts. Want to share an article related to your industry? Share that link to your “professionals” Circle. Want to post something, but you don’t want your mom to see it? Post to your “friends” Circle.

Most recently, Google+ launched brand pages that have encouraged companies like Pepsi, Toyota, Amazon, Starbucks, McDonald’s and Wells Fargo to share their company messages with their Circles.

Google+ boasts many features that we think will create and engage a large group of users. What do you think about Google+? Share your thoughts on our Facebook page!

Companies frequently come to Trilix seeking an updated website and better content management system. A professional website should have a consistent look, be organized for easy navigation, contain professionally written content, and key functions should be accessible within two to three clicks.

If your company is considering refreshing your online presence or building a new website, Trilix’s interactive team can walk you through the process to identify which content and functionalities your site needs to meet your marketing goals.

Here are some things to consider:

• Do you want your website to generate sales, educate visitors about your products, capture contact information for sales leads, increase visitor traffic and/or increase the average time spent on your site?
• Do you want administrative functions? What content would you like to control?
• Do you want multimedia elements, like a video player, embedded in your site?
• Do you want to host your company’s blog?
• Do you want web analytics to monitor site traffic, the average time spent on each page and keyword searches? 

Trilix’s interactive team uses the goals and objectives outlined by the client to develop a site map that highlights frequently visited pages, creates logical navigational headings and organizes the flow of information for improved usability. Web traffic can be generated by referral sites, like Facebook, Google, or Twitter, so you shouldn’t assume visitors are landing on your homepage. It’s important that your link structure clearly defines where content is located and how users can access it from any page on the site.

Associate Interactive Director Paul Burger says consistency is king. It’s important that each page of your website has a consistent design, clear and concise primary navigation, secondary and footer navigations, breadcrumbs and a keyword search to make it easy to use. The look of your website should be based upon your brand guidelines to ensure the images and messages are consistent with your company’s identity.

Your website should be compatible with multiple browsers, including Mozilla-based browsers and Internet Explorer. Your site should also be accessible from mobile devices. Optimize homepage content so the site loads quickly, and avoid using splash pages or navigational features built with Flash. Make sure your website helps you reach your marketing goals, appeals to your target audience and accurately represents your brand.

Trilix’s interactive team can provide customized, proprietary solutions to meet your company’s digital needs. You can view samples of their award-winning work at www.trilixgroup.com/interactive.

Are you keeping up with the world of digital media? Do you know who visits your website, where they’re from and how they got there?

The expansion of digital media over the years has opened new doors to businesses and organizations, allowing them to see how many people visited their website, how long they were on the page and even where they came from. These simple details are extremely important from a marketing standpoint. Advertisers can pinpoint what referred the visitor to the site; what age, race, and gender the individual is; and what pages bring in the most views. This drives future content of your site to ensure you’re targeting the content your visitors want.

As a professional marketing agency, we have the tools and resources you need to market to your customers and stay on-top of social media, mobile marketing and technology trends. We subscribe to daily blogs, articles and news sites to stay one step ahead of the competition, and exceed our customers’ expectations.

Website analytics is only the first step to understanding the world of digital media. It takes experience to interpret the information and develop sound marketing strategies to provide your customers the online content they need. Trilix’s interactive team can help you create a web presence to reach your integrated marketing goals.

Manufacturers who don't have digital marketing expertise on staff often rely on the growing number of consultants who can do everything from web development to social media marketing. This makes sense from a financial standpoint, however it may not make sense from a branding standpoint.

Digital marketing programs need to be handled by people who understand your marketing strategies as well as they understand technology.

When working with digital marketing consultants, take the time to share your marketing strategies and objectives with them. Make certain they understand your brand and your industry. Educate them about your competitors. If they don't get it, chances are you won't get what you're after — a coordinated marketing program!

Trilix is a full-service advertising agency headquartered in the Midwest with expertise in helping businesses market effectively and drive sales success. Learn more at www.trilixgroup.com or email Todd Senne at tsenne@trilixgroup.com.