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It’s looking to reward mobile-friendly sites with search change; others will see dip in rankings

On April 21, 2015, Google plans to make a major change to the algorithm for its mobile search, giving mobile-friendly websites a higher position in search rankings.

For a company that dominates the search market with an approximately 75% share, this is going to mark a significant change for mobile search.

The change should mean that consumers will have a better user experience because they’ll be directed to more mobile-friendly sites.

Mosaic Mobile Responsive Technology

Mosaic Mobile Responsive Technology

That algorithm change goes into effect April 21, 2015, affecting mobile searches in all languages worldwide.

Google warned that the change will have a “significant impact in our search results” and offered up a link website operators can use to see if their site is considered mobile friendly.

Google did not specify in its blog post, and would not comment on, what exactly is being changed in its mobile search algorithm — the software processes and formulas used to cull through the Internet to find what the user is seeking.

The company did say the new algorithm will expand its use of “mobile-friendliness” as a ranking signal. “Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices,” Google noted in its blog.

That will change what mobile users see at the top of their search results because it also will affect websites that either drastically move up or down in those result rankings.

It’s looking to reward mobile-friendly sites with search change; others will see dip in rankings.  In about two weeks, Google plans to make a major change to the algorithm for its mobile search, giving mobile-friendly websites a higher position in search rankings.

Google did not specify in its blog post, and would not comment on, what exactly is being changed in its mobile search algorithm — the software processes and formulas used to cull through the Internet to find what the user is seeking.

“The company did say the new algorithm will expand its use of “mobile-friendliness as a ranking signal. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices,” Google noted in its blog.
That will change what mobile users see at the top of their search results because it also will affect websites that either drastically move up or down in those result rankings.

It’s all about reward and punishment for websites. For websites that have been optimized for mobile devices, this will be a great change. For sites that have not, it’s bad news.

 

If you need to upgrade your site to Mobile Responsive Website we can help give us a call you will be glad you did 203-483-4598

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The Power of Voiceevent telemarketing

We know the secrets of event marketing success. For conference marketing managers, event planning and event marketing firms have depended on Mosaic for seminar telemarketing and webinar marketing campaigns and event promotion services. Our cost effective event telesales and event registration service is designed to help show producers, B2B event planning firms and corporate event planners increase registrations and drive attendance to.

 

 

  • Conferences
  • Seminars
  • Webinars
  • Trade Shows and Exhibitions
  • Corporate Events
  • Breakfast Meetings
  • Lunch and Learn Events
  • Wine and Cheese Events

blogging for success

Boost Event Attendance

 

Typical projects for our B2B clients include:

  • Sales prospecting and lead generation services
  • Market research and questionnaires
  • Answering questions about content or logistics
  • Processing online registrations via your website or our event software
  • Event attendance reminder calls
  • Automated voicemail and broadcast voice messaging campaigns

 

 

The Benefits of Event Telemarketing

 

Outbound telemarketing is one of the most productive tools available to event marketers. Due to its low cost and predictable results, savvy conference marketers make it a part of their marketing plan for every event they produce.

Pre-conference telemarketing will always pay for itself simply by identifying the large percentage of your best prospects that haven’t even seen your latest brochure or email blast due to:

  • Email caught in spam filter
  • Incorrect address
  • Brochure thrown out in company mail room
  • A new or different prospect, due to job changes
  • Additional prospects at the same company

 

Once identified, prospects can be immediately processed to receive your latest email promotion. The net effect of these additional registrations alone is enough to generate a positive return on investment from your telemarketing campaign.

 

There are however many more potential benefits:

  • Acts as an upbeat and timely sales reminder, encouraging additional registrations.
  • Establishes long-term personal relationships with your customers, influencing future participation.
  • Allows you to make better attendance projections, signaling whether or not you may need to perform costly last minute advertising or direct mail.
  • Distinguishes by name which prospects are ‘maybes‘, allowing you to target them for special marketing treatment.
  • Identifies commonly mentioned objections or complaints, giving you advance notice about possible problem areas.
  • Keeps your prospect database clean, saving money in wasted mailings.
  • Distinguishes you from your competitors.

Call us for your next event program, we can help increase attendance…203-483-4598 ask for David on extension 306

 

One of the most commonly cited explanations business failures is that owners couldn’t get the word out about their business.

keyword-illustration

Get found on the internet

Word-of-mouth advertising tactics are excellent ways to encourage local clientele, but if you need to extend your customers to people who don’t drive past your storefront every day, a word-of-mouth approach might lead to low sales and closed doors.

 

So you have a website. Well, that’s a great first step. But you need to make sure your website reaches the people you want it to reach. Otherwise, they won’t even know your site exists, let alone buy something from it.

 

KEYWORDS AS MARKETING TOOLS

 

You can add keywords to your content to ensure prospective clients become actual clients. But how do you decide which keywords will launch your website and grab your audience’s attention? Well, the first thing you need to understand is the difference between short- and long-tail keywords.

short-tail-long-tail-keywords (1)

You have a basic understanding simply by knowing their names: short-tail keywords contain only one or two words while long-tail keywords contain longer phrases. But let’s get a little bit more in depth for a better understanding.

 

SHORT TAILS: KEYWORDS

 

Let’s say that you want to find a new restaurant in Chicago. A short-tail keyword like “Chicago restaurant” or “deep dish pizza,” will garner thousands, of results. That’s because nearly every restaurant in the Second City and its deep dish pizza dispensaries want those keywords. They know that when people Google material, most use just a few, obvious words to request information, and “Chicago restaurant” or “deep dish pizza” represent popular search terms for the area because they are so simple and direct.

However, as you know all too well, it’s easy to find popular keywords. The much more difficult task is to find a keyword that will rank your website higher on those search results. Since so many people search for them, short-tail keywords can represent a wildly competitive market. While you may use the most popular keywords, the hundreds of other websites that use the same keywords may drown you out.

 

LONG TAILS: KEYWORDS

 

On the other hand, long-tail keywords have a lower search volume because they add specificity. For example, “restaurant Chicago,” would shift to “affordable Chinese restaurant Chicago.” These additions do two things for you:

 

  • Ensure that the people who search for your service want your specific service. People who search for general restaurants may want Italian fare, French cuisine, or Spanish tapas. With the long tail’s new information, people who crave Chinese food will find your restaurant more easily.
  • Rank your website higher. Because you target a smaller market with the long-tail keyword, you face less competition. This makes your search results closer to the top of the search engine’s results—where more people will see it.

 

However, long-tail keywords do have drawbacks. In addition to the smaller pool of searchers, they can be too specific. Most people use as few words as possible as they search, so if you require too much from them, you may not get their online traffic.

Additionally, the longer the keyword, the more awkward it can sound when you use it in your content. Nothing is more important than your website’s quality content, so consider how the keyword will affect readability before you implement it.

Whether you choose a short- or long-tail keyword, you take a gamble. While more people search for short tail keywords, your site may get lost in the search result melee.

 

SO, WHAT CAN YOU DO? THINK OUTSIDE THE BOX

 

Don’t just contemplate popular search terms. Instead, take a moment to think about your business. If you were a client, what would you search for? Are they searching for your services when they face an emergency? If you offer environmental clean-up services, you may want to use keywords such as “clean up gasoline spill” instead of “environmental company.”

long tail Keyword-research

Clients tend to use search terms that reflect how your business impacts them, not necessarily what your company is. Ask what they need from you, and the answer may be your best keyword.

 

WEAVE YOUR KEYWORDS SEAMLESSLY

 

As we mentioned in the Long Tail section, content is essential to your website. Place your keywords so they sound as natural as possible. If your online visitors can spot awkward keywords from a mile away, they might not continue reading.

 

MIX IT UPlong-tail-keyword seo_thumb[1]

 

Remember that you don’t have to choose between long- and short-tail keywords. Use both. Track your statistics to see which keywords do the most work for you, and adjust your web strategy accordingly.

 

You may need an SEO specialist’s help to complete this task. When you speak with them, they can give you advice on the keywords will give you the best return on investment so your business can stay successful for years to come contact the Mosaic Team we have experts is Search Engine Marketing.

Mosaic logo only_with_color_circle2-150x150The SWOT Analysis process must have a solid framework to be useful for your marketing strategy.  Each element of the SWOT analysis is based on answering questions that are grounded in reality and in the experiences that your business has had over the last year. Instead of just listing a bunch of items or points of interest, you are answering questions that will actually give you insights into the next appropriate action to take inside your business. This isn’t the complete set of questions; however, it will get you started in thinking about new ways that you can grow your company.

 

Strengths: Build upon strengths and weaknesses will take care of themselvesStrategy-management-diagram-SWOT-Analysis-Color-Arrow-Blocks

 

Strength Questions:

  • In what areas does (YOUR COMPANY) perform exceptionally?
  • What important bids or proposals did (YOUR COMPANY) win this year? Why did (YOUR COMPANY) win them?
  • Which target markets or customer groups created the most sales? Which created the most profits?
  • What did (YOUR COMPANY) do best this year? What were (YOUR COMPANY) greatest triumphs?
  • Which customers or market segments grew the most? What caused this “success”?

 

Weakness Questions:

  • What important bids or proposals did (YOUR COMPANY) loose this year? Why did (YOUR COMPANY) loose them?
  • Which target markets or customer groups created the least sales? Which created the least profits?
  • What were (YOUR COMPANY) greatest disappointments or failures?
  • Which customers or market segments achieved the least? What caused this “failure”?
  • Weaknesses with respect to: Target market needs, wants & consumption trends

 

Opportunities: “If Opportunities do not knock build a door”—Milton Berle

 

Opportunities Questions:

  • What new customer wants can you meet?
  • What economic trends are benefiting?  How can you take advantage of them?
  • What technological factors are creating opportunities for you? How can you profit from them?
  • What niches and opportunities have your competitors missed?
  • What alternatives does your ideal customer have to purchasing what you have to offer?
  • What major changes are taking place in the industry?
  • What are some things that “would never happen” in your industry? How can that become an opportunity for you?Competitive-Advantage

 

Threats: “It is dangerous to exist in the world. To exist is to be threatened. We must live with threats.” ― Adam Levin, The Instructions

 

Threats Questions:

  • Are there technological factors creating threats?
  • In what ways do your competitors threaten you?
  • What scares you most about the future of (YOUR COMPANY)?
  • Are major changes taking place in the industry?
  • Is the government increasing the burden of any previous regulations?
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Listen to your Customers

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The drive to gain consumer insights cannot be an occasional endeavor. A company wishing to establish a brand or sell a product cannot simply conduct a focus group or survey, and say it now has everything it needs to know about consumers. It must take some very concrete steps to get a firm grasp of the target consumers’ tendencies, including:

 

  • Showing a genuine interest in what consumers have to say.
  • Going above and beyond to capture insights.

Today’s consumers may like something for years, and then suddenly change their minds. We watch in amazement as Hewlett-Packard twists slowly in the wind, trying to figure out what their printer customers want. Perhaps if they had better insights into their consumers’ needs, they would have realized that relying solely on high-priced ink cartridges was a sure road to failure.

 

The company that does not have its finger on its consumers’ collective pulse may be in danger of falling behind more astute competitors. The drive to gather, analyze and capitalize on consumer insights must be an ongoing and integral function of the entire corporation.

 

The management must review product development strategies, and marketing discussions to ensure that the company remains customer-focused.

 

1. Consumer Insights should be Driven from the Top Down

The decision to be consumer-driven often comes from the very top levels of the organization. Senior executives who lead by example inspire skill sets which allow everyone under them to search for new insights and understandings. Some of the characteristics which these open-minded leaders foster in their organization may include:

 

2. Ask Why

This childhood question has been known to inspire both curiosity and frustration. Corporations which try to understand “why” something happens or “why” consumers act a certain way may find answers they never expected, or that they don’t even like, but those who ask can also learn what they do right and build on it.

 

3. No Limits

Understand your Customers

Understand your Customers

Corporations that choose to rely only on old strategies are a long way from becoming truly consumer-centric. They need to be open to new ideas and insights when the winds of consumer needs change, and have the internal flexibility to be able to adapt quickly.

 

4. Break the Barrier of Conformity

It’s easier to set rules and regulations, or say that a product should be marketed in a certain way, but it’s not always best to do it that way. If consumers are changing so rapidly, what makes corporations think they can still market to them in the same old ways? Where would social media be today if Mark Zuckerberg continued to look at Facebook as “just a dating site?”

 

5. Respect for the Customer

Far too many corporations today view the customer as somewhat of an enemy. The goal is to make the most money possible, and force consumers to use what the company is offering. One only needs to look back at the disastrous introduction of “New Coke” to find out what happens when consumers push back. A far more effective strategy is to find out what the consumer wants, and then move the company in that direction.

 

6. Yes We Can

Many creative ideas that could have taken a product to the next level are stifled from the start by someone who simply says, “We can’t do that. It will never work.” These are the statements which need to be challenged and questioned, not the original concept. Some of the best products and marketing strategies have been initiated by someone who said, “Interesting. Let’s talk about this.”

 

7. The Nitty-Gritty of Consumer Insights

Of course, all of those concepts are more about attitudes and corporate mind-sets. To really find and act upon consumer insights takes some actual discipline and hard work as well. Some of the skill sets which come to the consumer insights table include:

build a good website with seo

Do Your Homework

 

  •  Strong Research

Consumer insights are not formulated by guessing about what consumers want. They are found by going out and gathering this information. Remember the 1990s, when Clairol revitalized its tired Herbal Essences shampoo line by advertising the sensual experience of washing hair? The ‘‘Totally Organic’’ campaign featured women who simulated sexual ecstasy while shampooing their hair, instead of hum-drum shower shots.

 

  •  Analytical Thinking

Consumer insights are not all intuitive. Sometimes it requires studying information and formulating theories to make informed recommendations. Numbers need to be translated into actionable insights.

 

  •  Problem Solving Capabilities

When sales are dropping, or brand recognition is fading rapidly, consumer insights can be applied to help point a way out of the dark.

A corporate culture that is consumer-driven is not afraid of finding out what consumers want. Ask yourself these questions to find out if your corporation is truly consumer-centric:

 

When was the last time you really tried to find out what our consumers were thinking and are saying?

 

  • Are we stifling creativity by adhering to formulaic patterns?
  • What is one consumer need we can identify and fulfill using our current product line, or by making a minor adjustment?

 

The great news is that social media and today’s connected society make it easier than ever to mine the gold of the consumer mind-set. The results may not always be what you “want” to hear, but you do want to hear them so changes can be made.

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