By Kyle McCabe | February 4, 2010

Thanks for coming back! We'd really like to hear what you think of this post, so don't be shy with the comments!

"The cobbler's children have no shoes."

We’re entering 2010 with a new website, but also a fresh perspective and a new appreciation for the position our clients are in when embarking upon web development projects.

As an agency that offers web development as a core service, we’ve been painfully conscious of the need to update our website for a few years now. It took us a good long while to devote enough attention to getting our own work done, for the obvious reason of being extremely busy with client work. As Robert once put it, “The cobbler’s children have no shoes.”

Of course finding the time was only part of it. It’s often said “you are your own worst critic,” but we never thought we’d also be our own worst client. Turns out we are. …Read more »

By Kyle McCabe | October 15, 2009

I wrote the other day that you already “do” marketing by having a presence in the marketplace – your storefront. From there, all your business activity is, or should be, focused on bringing customers in the door.

Your website is the marketing hub

So unless you’re an online business, your brick-and-mortar store is the hub of your marketing efforts. Your website, then, should be the hub for your online marketing, and in turn, should point customers to your store.

If you sell products directly from your website, customers are already “at” your store. But even if you don’t have that e-commerce element, you’re still making a pitch of some sort to your web visitors, and trying to convince them to take an action. …Read more »

By Kyle McCabe | October 13, 2009

Everyone has goals.

If you own, manage or work in a business, you’re a marketer. Marketing may not be your specialty – that is, you may not be the one calling the shots when it comes to marketing plans and decisions, but you are still an integral part of that activity. You are a marketer, like it or not.

Don’t think so? Think clear back to a time when (generally) a “market” meant a place in town where booths, shops and carts were set up to sell meats, produce, and other goods. That’s marketing at its most basic: a presence in the marketplace.

Bear with me, now, as I try to connect some dots.

Humans, by their very nature, are goal-seeking. We can’t escape it. Since we have goals, we also have strategies. Without thinking we form strategies and implement tactics to achieve objectives. From our perspective it seems like we’re just washing dishes or running errands, but the processes behind these actions relate to our goals. It’s automatic. It’s human nature. …Read more »

By Jillian Anderson | October 5, 2009

Are you ready for the holidays?   Well, it is now October – Rapid City’s first snow has fallen.  Yes, it is long-due time to start thinking about the holidays – and holiday advertising (see tips below).

With a well crafted message, promotion and placement, holiday advertising can be incredibly effective.  Whether your business is retail or service oriented and regardless of your product’s gifting nature, the holidays are an opportune time to connect with people.

Reasons for holiday advertising:

• People are in the buying/giving spirit and feeling nostalgic.
• Your competition is surely advertising.  If they’re not, you have a huge advantage!
• TOMA (top of mind awareness). During the holidays, people have a number of things on their minds.  Even if you’re not selling gifts, you don’t want them to forget about you.
• People are looking for deals and gift ideas – paying attention to ads.
• Increased sales numbers. We’ve seen clients experience a 50% sales increase (or more) from a holiday ad campaign!
• There are plenty more.  What are your reasons for advertising, or not, during the holidays?
  

Ok, but why so soon?

Honestly, the sooner the better – many companies even start planning in the summer. Locally, it is best to have your holiday campaigns planned and placed (or at least started) by mid-October! …Read more »

By Kyle McCabe | September 29, 2009

She's right...

What is “good” web design? Many people don’t understand what makes websites good or bad, and some are even surprised to learn that effective web design takes time, and isn’t cheap. Let me explain…

When you look at a website, you’re looking at an end product. Like a car, there’s really no indication of what went into the creation of the product. We can break it down into its individual parts – wheels, pistons, frame, gears – but we don’t know *why* they, specifically, were used in its construction, or how to acquire and assemble the right types of parts for another car.

Who decides what’s good?

Most of us probably don’t understand how cars are designed, and have only a basic understanding of how they work. But we do know how to use them. We call them “sweet” or “clunker,” seeing distinctions in quality based on various attributes, such as age, safety, power, or utility.

Let’s dwell on that for a second. The designers and engineers who build these complex machines understand them a gazillion times better than you or I, and yet *we* are the arbiters of automotive quality? How does that work? …Read more »

By Jillian Anderson | September 15, 2009

A couple of months ago, Kyle wrote an excellent post highlighting 5 Reasons Not to Cut Your Marketing Budget in a Recession.  His points being:

• Your reputation can suffer.
• When times are tough, people look for deals.
• If you’re not moving forward, you’re moving backward.
• Marketing in a recession can give you a competitive advantage.
• Cut advertising, cut market share.

I want to take another look at the fourth point here, as marketing in a recession really does give you an advantage.  In truth, marketing ANY time gives you an advantage. But when the economy is down and a lot of businesses are cutting their marketing budgets, your dollars can go even further because there are fewer or weaker messages out there to compete with. …Read more »

By tscheich | September 2, 2009

Play to win! Focus on the objective and build a strategy to get there.

Having a web strategy is a lot like declaring a major in college – once you decide on a career path and declare your major, you have a clear objective, something to work toward. This defines the classes you take, maybe your extra curricular activities, and even the people you associate with.

What’s your objective?
Defining your objective helps you focus on the building blocks required to successfully take you from your freshman year to graduation to a promising career (this also makes your parents happy, as you will graduate on time and end up costing them less money).

…Read more »

By Jillian Anderson | July 30, 2009

Sometimes you just can't say it better than Mark Twain.

I love marketing quotes – the wit, the punditry, the directness – and how an entire concept can be summed up in one sentence (or two or three).  Here are some of my favs:

“Tell a story that is memorable and remarkable and worth listening to.  Seduce your customers, because that’s exactly what they want you to do.” – Seth Godin

“Strategy should be developed from the bottom up, not from the top down.  In other words,  strategy should be developed from a deep knowledge of and involvement in the actual tactics of the business itself.” – Jack Trout …Read more »

By Kyle McCabe | July 21, 2009

This is your website (credit: machity)

An old, rickety car slowly pulled into the car dealership lot and parked. It belched black smoke as the clunky engine finally backfired and gave up. A man got out of the car and strolled into the office. The salesman met him there, asking if he could be of any assistance.

The conversation went something like this:

Salesman: “Hi, how are you doing? What can I help you with?”

Customer: “I need a new car.”

S: “Ah, I see! Well you’ve come to the right place. We have plenty of cars on the lot, and can order anything you might want that we don’t already have. Any idea what you’re looking for?”

C: “Yes, you see I am a salesman myself, and I spend a lot of time driving to see customers and prospects. But my car is rather old, and the engine barely works. In fact, I can only drive in first gear!”

S: “Wow! I bet that makes it hard to visit many customers in a day. Can I interest you in this brand new Complete Car? It’s well-rounded with a great engine, good looks, comfortable interior, and will certainly connect you with your customers.” …Read more »

By Allan | July 14, 2009

People trust people, not the shirts they wear

I recently tripped over a former high school classmate on Twitter. His user name looked really familiar so I checked his profile to see if it was, in fact, the person I was thinking of. After following his profile to his personal website, I found the proof I was looking for: a photo confirming my suspicions.

Cool! It’s always neat to run into tweeps you actually know outside of the twittersphere.

So after poking around his site, I find he’s also running a little side business with its own website. Being the curious cat (see: nosey) that I am, I checked out this side project. What I found was a one looooooooong page of a website making all sorts of extravagant claims and looking like an all around scam.

BUT.

Since I knew this person from a number of years ago, I found myself thinking, “Yeah, this might be something I would actually buy.” Full stop. What’s going on here? I’m presented with a totally unprofessional site that just screams “Nigerian email scam”, yet I am seriously considering opening up the wallet. Wow.

How much more do you believe the statement you’re reading when you trust (or in my case, vaguely know) the source? How much value does the source inherently bring to the table?

Your grandma makes her cookies from scratch. If Big Box Corporate Cookie Manufacturing Co. advertises their cookies are made from scratch, just like your grandma’s, would you believe them? Note: if your grandma is lead chef at Big Box Corporate Cookie Manufacturing Co., then my analogy fails. Oh well, I guess that’s how the cookie crumbles! (Oh come on, the joke wasn’t that bad…)

Moving right along: customer reviews and peer testimonials are immensely powerful forces in the purchasing process. Similar to the situation with my acquaintance and I, people will trust another person, even if a complete stranger, more readily than advertising (though advertising does have its place).

Think back to the last time you bought something online. Go ahead, I’ll wait. OK, did you read customer reviews before buying the item? Or did you at least Google it before buying? How much did your research sway your final decision? I’d be willing to bet it factored in quite a bit.

What people say about your brand experience is not easily ignored by others, and should be highly valued (pssst: you need to be paying attention to what your customers are saying, because they’re saying it whether you’re listening or not). It’s up to you to listen, interact or even facilitate the conversation on your own website by offering a rating or comment system for your product.

“But what if a customer posts something negative on my site? Won’t that diminish my product?” Not necessarily. Instead of seeing this as a liability, see it as an opportunity to interact and ultimately provide great customer service. If other users see you reply to a specific concern and address the issue head on (“I know you are, but what am I?” is not a valid response), it only increases your value to the customer and you gain a little bit more of their trust. Conversely, if you ignore the problem or, even worse, censor it, what message will you be sending? I’ll give you a hint: it starts with “B” and ends with “ad”.