Against the Grain: Web

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!

They speak in code, literally. They build and design award-winning websites for Trilix clients and they know the ins and outs of the interwebs like the backs of their hands. They are the Interactive Team. We sat down with them to learn how clients can improve their web presence and maximize their SEO.

Trilix: Building and designing a website is just one component to creating an integrated marketing campaign. What are some things clients should take into consideration when merging traditional marketing with interactive efforts?

Interactive Team: Merging the worlds of traditional and online marketing focus on consistency. Care should be taken to maintain consistent messaging across all platforms of a campaign. A proper campaign should not only include a web presence, but should also incorporate social media.

Trilix: Why is it important for businesses to have an integrated online presence?

Interactive Team: The primary benefits of integrating an online presence are content, access and measurement.

• Traditional content is constrained by the size and format of the piece, but you can use it as a teaser, with a link to your website, in order to drive traffic to more in-depth and interactive content on your website.
• Incorporating an email or social media component is a great way to access a different consumer, which you may have missed using, solely, the traditional piece.
• Online media allows you to measure several aspects of your web traffic, such as clicks, opens, visits, time spent on a page, etc., which provides a snapshot of how they are using your content.

Trilix: What are some common misconceptions regarding web marketing?

Interactive Team: One of the biggest misconceptions is that if you build it, they will come. You can't just build a website and assume that your sales or exposure will increase. You need to create a reason for them to engage with you. Another misconception is that content isn't important. Visitors come to your site to gain information. If that content isn’t there – the website has no purpose. You can use content and key words to drive traffic to your site and increase your SEO.

Trilix: How do you stay on the leading edge of web development, and how does that benefit our clients?

Interactive Team: Our team has more than 35 years of combined experience. We stay on the cutting edge by attending educational conferences, networking with peers in various markets, and reading industry magazines, websites and books.

Trilix: How are mobile apps and websites changing interactive marketing, and how can clients determine which one is right for their business?

Interactive Team: Smartphone sales surpassed PC/desktop computer sales for the first time in 2011. Everything is going mobile–whether it's a strategically designed mobile website or a native mobile app. It is necessary for you to utilize this growing communication channel, and we can help you determine which mobile option is best for your business.

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.

I love blogs. I could get lost in my Google Reader for hours. I discovered some of my favorite entertainment venues, foods and restaurants based on recommendations from bloggers.

Local blogger Emily Beckmann’s energy and positive attitude are contagious, and TheDishOnDesMoines.com is filled with opportunities to get involved and give back to the community. Pete Jones’ “Why Eat at a Chain Wednesday” blog series inspired me to try dozens of local restaurants. Pete and the seven talented contributors at DesMoinesIsNotBoring.com are young professionals who live and work in Des Moines – just like me! Their blog is my go-to guide for dining, entertainment and events happening in the Metro. Kristin Porter from IowaGirlEats.com introduced me to the wonders of Chobani Greek yogurt and her intense treadmill routines helped me survive the treacherous holiday season unscathed. Surely, she would never lead me astray.

I admire bloggers and their ability to build strong online communities. I respect their willingness to let me eavesdrop on the daily happenings in their lives. I admire their commitment to providing valuable content and the time they dedicate to posting on a regular basis. I’m very receptive to events, products and services recommended by bloggers because I can easily relate to them.

If you are opening a new business, hosting an event, introducing a product or launching a service, you should reach out to influential bloggers in your market. The most successful public relations campaigns use a mix of traditional and social tactics. You should share newsworthy information with bloggers just as you would with your local papers, radio stations and television affiliates. Bloggers have an uncanny ability to reach large segments of your target audience, and they have a lot of credibility with their readers. Most bloggers are PR-friendly and they are happy to write about your business, event, product or service, if they think it will benefit their readers.

Here are some tips for incorporating bloggers into your public relations strategy:

• Identify influential bloggers in your community and/or industry.
• Do your research. Read some posts and familiarize yourself with the blogger’s mission before you approach him/her. “Don’t send mass email pitches,” advises Beckmann. “Address each blogger by name and show a personal interest in their blog.”
• Get to know the online community. Read the comments posted on the blog. Identify the blogger’s target audience and make sure it’s similar to yours.
• Make a connection. Take the time to develop a relationship with the blogger. Leave a comment on a post, or engage with him/her on Facebook or Twitter. “Try and build a mutually beneficial relationship with the blogger. It's nice to make a personal connection and engage in two-way conversations,” says Beckmann. “I enjoy blogging because I get to meet new people and learn new things. It's important to me to establish and build relationships in the process.” 
• Be respectful. Bloggers deserve as much courtesy as a traditional journalist. “My advice is to treat a blogger like you would any other media outlet,” says Jones. “But please understand that many of us do this for fun and are not professionals in the industry.” 
• Plan ahead. Most bloggers have full-time jobs and their editorial calendars are planned weeks in advance. Give them adequate notice about your announcement or upcoming event.
• Provide background information. You can send a press release or talking points to share details about your announcement, but most bloggers prefer to write their own posts. Give the author the creative license to tell your story in their own voice.

It’s also important to decide if you’re willing—and determine if your company is legally able—to compensate the blogger for their efforts. Bloggers are required by the FCC to disclose if they were paid or received freebies for their posts, so make sure these transactions comply with your company’s ethical and legal guidelines.

Most bloggers do not expect anything in exchange for the publicity, but Beckmann explains that it’s easier to write about things like events and restaurants, if you’ve experienced them first-hand. Remember that most bloggers write as a hobby and they are doing you a favor, so whenever possible, it’s a nice gesture to help cover their expenses by waiving their ticket fees or giving them a free sample of your product.

Porter sites Blue Bunny as a company that has a great blogger-outreach program. Last summer, they invited her and a handful of other foodies to tour their facility and sample their new products. Then they dedicated a portion of the afternoon to teaching the bloggers how they can grow their online brands and communities, so it was a mutually beneficial experience for the bloggers, their readers and the company. Porter says she appreciates Blue Bunny’s approach because it gives her an “insider’s look” at the company and the chance to test their ice cream without feeling pressured to write product reviews.

So the next time you’re formulating a marketing campaign, include bloggers in your PR plan. You may just create a brand advocate — or find a new subscription for your Google Reader.