Archive for December, 2012

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The Easiest and Quickest Line Item cut you can make to your Marketing Budget to save money in 2013

December 12, 2012
The Yellow Pages are dead. Cut the deadweight from your Marketing

The Yellow Pages are dead. Cut the deadweight from your Marketing

If there is one thing you should rush to do to stop any useless dollars being spent in your marketing budgets now and for the future is to end all money spent with Yellow Pages (yes including those that claim to be “online” these days). It is time to put these paper behemoths permanently in the recycling bins!

According to pewinternet.org, 14% Of the American Population even knows what the Yellow Pages are! 1% Of Americans will ever search for a business in the Yellow Pages. The Yellow pages of today are online business directories such as Google Places, Linkedin, Yelp, and Facebook. All of these sites have options for businesses to set up business accounts with a basic listing always being free of charge. There are of course customization and enhancements to your listings such as running optimized targeted advertising, posting product photos, and video.

The traditional Yellow Pages companies have made the migration online, and Qwestdex (Dexonline) seems to be the most aggressive and capable, yet there is a major problem. They are extremely far behind these other platforms in the areas of SEO. It is rare to find unpaid Dexonline listings ever appearing in the top ten listings on Google for a business. I would love to revisit them in the future, as I am always rooting for businesses to reinvent themselves to survive in the new economy. For now, when it comes to Yellow Pages advertising in any way shape or form, my advice is that from the one-hit-wonder band of the 80’s;  Slade and their song “Run Runaway!”

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The One Thing You Have To Do To Your Website In 2013

December 10, 2012

I am constantly being asked by clients and panels that I am speaking on, about how to prioritize the very limited budgets that are being forecasted for 2013 when it comes to what they can do for marketing that will give them the greatest ROI without costing an arm and a leg. Here is my best advice for 2013:

It’s no longer “good enough” to have a website and to be found on the internet. That website you invested good money into building and maybe even rebuilt once or twice in the last five years is obsolete. Visitors to your site are leaving in droves, or not even finding your site in the first place. Is it because of a lack of SEO (search engine optimization)? No. It is because you can’t be found on mobile devices.

Up until 2011 most website designers designed websites to be viewed on a 15” or larger sized computer monitor or screen. 90% of today’s Smart Phones (phones with the ability to access the internet) come with standard 2”x 3”screens, so at most, they are seeing as tiny portion of your website or your whole website in a micro-size.

Why is this so important?

According to pewinternet.org, in 2012 half of all American Adults (ages 18-60) will access the internet only through a Mobile Device such as a cellphone or tablet.

Mobile User's Frustrations

Mobile User’s Frustrations

When a mobile user visits a standard website and has a negative experience:

  • Most, over 61%, never come back
  • Almost all the rest, nearly 40%, go to YOUR competitor’s site

The top complaints of mobile users about websites are:

  • It takes forever to download.
  • It doesn’t fit on the screen.
  • The text is too small.
  • I can’t navigate the interface.
  • I have to pinch & zoom to view anything.
  • It takes too much time to use

So, what can be done to correct this? At Sterling Cross we have been researching these issues and at the request of our clients we have come up with a solution we have now added to our service offerings for 2013 and beyond! We’ve met with and surveyed over 12 of the top local, regional, and 2 national web design firms to create a solution that can meet the needs of our clients, whether they are looking for the most cost effective solution or as part of a redesign of their entire site.

The number one recommendation from almost every single website company was to do a complete website redesign and incorporate “responsive” technology where the website will detect what type of device is browsing the site (smartphone, tablet, or computer) and display that version of the site (essentially building you three sites). This is of course how all websites will be built in the future, and if you are looking for an entire rebuild of your site, we’ll gladly help you in that process.

If you are looking for a short-term or a more cost effective solution to modify your site without redoing the entire website, we now offer the following three solutions:

  1. For 95% of Custom HTML or Open Source code websites: you simply add a “Mobile Style Sheet” Which recognizes when a mobile browser is viewing the site and adapts it to mobile view. (This typically requires only a couple hours from a coder to adjust on your site).
  2. WordPress sites have a free Mobile WordPress “plug-in” that can be added to also discern who is viewing from a mobile browser and adapt the view (The WordPressbasic widget, truly is very basic. We would recommend 1-2 hours of a coder or designer to create a mobile interface template that matches your brand).
  3. If your site is not in these two categories, we can do the custom coding to do to provide a front end Responsive Bumper. This bumper recognizes the device browsing the site and seamlessly directs it to a mobile version of your website, which mirrors the data and info on your current site. We can do this on an hourly basis, without having to revamp the whole site, typically for a fraction of a total website redesign.

Please contact us for more information or if you are interested in any of these solutions. Your customers ARE on mobile, shouldn’t you be as well?

Make Your Website Mobile Friendly

Make Your Website Mobile Friendly

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