Posted by & filed under Digital Marketing, Touchpoint Marketing.

You often hear the phrase “digital touchpoint,” but what does this mean? Find out how to use and define touchpoints for marketing excellence.

What are Digital Touchpoints?

Broadly defined, digital touchpoints are any and every interaction that your business has with customers or leads. Taken as a whole, your touchpoints represent your customer experience. You may know that customer experience is key to keeping customers happy and loyal, to grow your revenue.

How to Define Digital Touchpoints

At Upright Communications, we developed a 5-step method to define digital touchpoints for our clients. (more…)

Posted by & filed under Digital Marketing.

It’s been a little over three years since I’ve actively worked in the field of web design and digital marketing. That being said, once your eyes are opened to the wonderful world of optimization, you are forever acutely tuned in to “good” and “bad” websites. As a consumer with enough knowledge to make me dangerous, I can easily list companies with websites that are user friendly, and companies who have lost my business due to their to inability to produce a quality platform.

When I started working in digital marketing in 2009, we spent a lot of time trying to impress upon potential clients the importance of having an online presence. No one was using the yellow pages any more to find businesses – that was now the role of search engines. And although building a website can be an expensive investment, it’s the best, least expensive salesperson you’ll ever have; it works 24/7/365, doesn’t come in late or leave early, doesn’t collect commission and, with the exception of an occasional broken link or 404 error, it’s an investment well made.

Fast forward to 2018. It’s no longer enough just to have an online presence…the game has changed. Your website has to be visible, user-friendly, intuitive to any level of technical ability, and functional on mobile devices. As a consumer, there is nothing more frustrating than trying to navigate through a slow, clumsy website. You should be able to find exactly what you’re looking for in three clicks or less.

Statistics show that in 2018, approximately 77% of the American population carries a smartphone. The world is at our fingertips, literally. This pint-sized, handheld computer offers so much more than a means of communication: it’s a phone book, clock, camera, wallet, newspaper, bank, gaming device, GPS, and gateway to the World Wide Web. Websites that translate well onto mobile devices significantly enhance business visibility – whether to check hours of business, call directly, or get directions. Google statistics show that 60% of online searches initiate from mobile devices.

So how important is it to have a good website?

It’s crucial. But how do you know if your website is “good” or “bad?”

One of the many tools we use here at Upright Communications is called a Usability Study. We ask clients of ours to reach out to their customers: anyone who in one way or another has been active on their website. This would include, for example, someone who has filled out a contact form, made a purchase, requested a quote or sample, etc. A brief email is sent requesting a few minutes of their time in exchange for an Amazon gift card. The consumer signs up for a date and time and one of our Digital Marketing Strategists contacts them via GoToMeeting. While sharing a computer monitor, our team walks the consumer through a series of simple tasks and asks questions related to their time spent on the website. We get real-time insight to the user experience.

The results are fascinating: Did you notice the call to action button? Did you know the images expand? How important are the images? Is the phone number easy to find? Did you find what you were looking for? It doesn’t take long to notice a trend and become proactive at suggesting and even testing improvements to the site.

Digital marketing is a fascinating, constantly evolving and challenging business…a business that gets me excited to come to work every day.

Posted by & filed under Upright News.

Hi again, hope you’re enjoying the Upright Communications blog and the intern posts! Only a few weeks later and I’ve got a bunch to update you guys on. I cannot believe we are already nine weeks into the semester and internship. Boy is the fall busy!

The Upright team has done a wonderful job including me on new tasks and finding ways for me to contribute towards overall company efforts. I’ve enjoyed getting better at weekly and daily tasks but still enjoy the learning curve that comes with each new project. (more…)

Posted by & filed under Digital Marketing.

Digital MarketingDistributors are often left out of the conversation on digital marketing — which means they miss all of the benefits. If you’re seeking new customers, investing in digital marketing will get you found by serious prospects. Here’s what’s important for distributors to know about digital marketing.

SEO is Key

SEO or search engine optimization is where it all starts. Without SEO, your website won’t come up with a potential customer searches for distributors in your industry.

While you can do your own SEO, you will get a far better return on investment by hiring a digital marketing company to optimize your website.

Customer Testimonials Build Trust

If you aren’t showing customer testimonials on your website, you are missing out on a powerful tool. Consumer testimonials build trust and increase your authority without coming across as too salesy.

Ask long-term customers to write a testimonial for you, then share on your website.

Social Media Expands Your Reach

More than 83 percent of B2B marketers use social media to stay in touch with customers and raise their visibility. By having active social media channels, you can get found by new clients, grow your reach, and increase your revenue.

Newsletters Increase Engagement

By keeping in touch with customers, you stay at the top of their mind. They may order from you more frequently (especially if you advertise specials) or pass along your name if a business owner asks for a distributor recommendation. Newsletters are a key engagement strategy.

Get Help With Digital Marketing

As a distributor, you’re wearing a lot of hats and you don’t want to spend time on social media or marketing. Get assistance from a digital marketing agency with a track record of results. See why our customers love us and how we can help you.

Posted by & filed under Digital Marketing.

As you may be aware, SEO can be a terrifying industry to work in at times. The simplest mistakes, even typos, can doom your website and turn away crucial traffic from your website. Today, we have put together for you our list of top horror stories regarding digital marketing to get us in the Halloween spirit. Thankfully, these instances are not from our own experience, but rather experiences from other SEO organizations.

Trusting the Right Agency

Trolling Motors entrusted its SEO campaign and other digital marketing efforts with an SEO agency. Trolling Motors chose to pursue a “hands-off” approach and did not feel the need to supervise the agency.

Everything seemed fine until Google’s Penguin update rolled out. Trolling Motors’s rankings fell and lost 80% of website traffic. How come? The SEO agency has been using manipulative and unethical tactics such as spammy, keyword-rich anchor text, and artificial posts to bring in off-site source links.

So what do we take away from this? When selecting an SEO agency, investigate, research, and ask serious questions. The relationship with an agency should be completely transparent and open to any scrutiny.

Doorway Pages

BMW, the well-known car brand was leveraging using black-hat tactics including doorway pages. Doorway pages are pages designed to have high rankings in Google search results. These pages are stuffed with keywords and other flashy phrases to catch search engines’ attention and have speedy meta refresh that redirects the user to the web page originally intended for the user.

This tactic provided BMW some additional visibility including impressive rankings for popular searches including “used car.” Eventually, Google found out and immediately penalized the site — dropping its domain authority (“DA”) down to zero.

What can we learn from this? Shady SEO tactics are going to hurt your site in the long-run. Not only are they deceptive, but are going to hurt you down the road. Google is constantly working to improve their search engine and is on the lookout for shady practices. And if your site is caught, it will take months to recover.

Accidental Backlink Renting

We read a story about another company’s client that had been working with a large, successful marketing agency for years. The company’s client took a big hit when they went to transition away from the previous marketing agency they had been working with. The moment they transitioned away, the client’s rankings fell significantly.

The client was spending nearly $10,000 a month on SEO services, thinking this contract had been an investment in their overall SEO efforts, and everything was gone overnight.

Turns out, the marketing agency had a Private Blog Network (PBN) that they managed with an outside company. With this PBN, they moved backlinks away from the client once they were fired. Yes, this is exactly what you’re thinking, a black hat SEO tactic. Not only is this wrong, but the agency had been putting the client at risk the entire time.

Once the agency pulled away the backlinks, this immediately eliminated any potential for long-term value. Simply put, the client had been inadvertently renting backlinks for $7,000 a month believing they were receiving a curated, long-term SEO strategy.

What are the takeaways? Transparency, transparency, transparency! Yes, the agency was helping the client with solid rankings, but there was no long-term plan. SEO agencies should work to educate and invest in their clients, no blindside them with sketchy tactics.

Not scared enough? Here are some other common SEO nightmares:

  • Keyword stuffing
  • Duplicate content
  • Pages lacking structure
  • Missing tags and meta descriptions
  • Too many on-page links

Building SEO for your website can feel like building a personal reputation or resume, it takes a long time, but within a matter of hours it can be completely tarnished. BOO! How frightening. That is why we always recommend transparency and honesty when working with an agency.

Need help boosting your online marketing efforts? Upright Communications is the place to call. Get in contact with our experts today!

 

Posted by & filed under Content Development.

tips for blogsAdding blogging to your digital marketing strategy delivers a 67 percent increase in leads, but those leads won’t turn into conversions unless you’re blogging for your audience. One of the key tells of a bad business blog is that it sounds like advertising. Here’s why blog posts that read like ads send bounce rate skyrocketing – and what you should do instead.

Why You Shouldn’t Blog Like Your Ads

When you’re starting a blog, your ads might seem like a shortcut to great blog posts. You know why your products and services are amazing, and your ads have all that information.

Yet people who find your blog don’t want to be marketed to, and they have a strong negative reaction to blog posts that are overly advertorial.

The purpose of a business blog is not to shill products or services. It’s to show people how your solutions solve their problems. This means talking about your products in context of the end user’s needs and wants.

How to Nail Your Business Blog

Before you can create blog posts that resonate with your audience, you need to know your target users. Research into your audience sparks a list of high-quality blog topics that will drive engagement and increase conversion.

When your blog posts begin providing value to your audience, you will see increased traffic, engagement, and conversions. One caveat here: Your blog posts are only as good as your writing. This means no grammar and spelling errors.

Analytics proves the model by showing you what works and what doesn’t.

Get help with your business blog from Upright Communications, a strategic digital marketing company with more than 20 years of experience powering businesses to new heights. To learn how we can help you shine, request a call.

Posted by & filed under Upright News.

It has officially been four weeks at Upright Communications, and it’s safe to say that I have been busy! Whether it’s scheduling social media posts, writing blog articles, or conducting keyword research, I have been getting my hands on a ton of work and learning a bunch along the way.

I have worked with several digital marketing platforms and tools including Hootsuite, SEMrush, MailChimp, and Google My Business (GMB). I’ve learned how to schedule social media posts in Hootsuite, organize and create email campaigns in MailChimp, manage local listings on GMB, and create landing pages for clients. And this is just the beginning!

Gaining internship experience in Digital Marketing has been a wonderful opportunity for a college student, like me. The industry is constantly changing and there’s always more to learn, so I’m kept on my toes. Additionally, it is a field that anyone can enter into as long as they are curious, have the right attitude, and willing to learn. (more…)

Posted by & filed under Upright News.

As a team, Upright Communications recalled our personal accounts on September 11, 2001. Nearly two decades ago, it is amazing how much detail we are able to include in these stories regarding whereabouts and emotions regarding that dreary Tuesday morning.

Colleen

Gosh, what a terrible day…I still think about that day like it was yesterday. I was in math class my freshman year of high school. We received news of the towers being hit over the classroom ‘loudspeaker’ and I remember my teacher who was originally from NYC running out of the classroom in tears with her cell phone in tow. I actually don’t remember her coming back into the classroom that day and I think we had a ‘substitute’ of some kind take over. Luckily her family was okay, but it was such a scary realization what was happening and her sheer panic made the situation seem unbearable before we even saw footage of the attacks. I had no idea what was to come…

It wasn’t until gym class, several periods later, where Ms. Sizemore (her name was perfect for her because she was a heavyweight bodybuilder, amazing!) let us watch the news so that we could be aware of the situation. I’ll never forget seeing the repeated footage of the planes crashing into the towers and how devastating it was. It was almost paralyzing. I just remember feeling immense pain for the poor people & never fully comprehending how that day forever changed history. (more…)

Posted by & filed under Upright News.

Emma

Hi there, Emma here, and I’m happy to announce that I am Upright Communications’ intern for the fall semester! I am currently a senior at the University of Cincinnati pursuing a major in marketing and minor in business analytics. I am part of UC’s co-op rotational program and have completed several other internship experiences in various industries including market research, venture capital, and digital marketing.

I was immediately interested in Upright’s internship posting when I noticed the title “Junior Account Manager.” Not only did this sound like an incredible opportunity, but this is exactly the type of role I am looking to pursue once I graduate. I am excited to gain exposure to real clients with real needs and witness my own deliverables be implemented to improve client website performance.

(more…)

Posted by & filed under Digital Marketing.

Millennials Digital MarketingGenerations behave differently, and this extends to purchasing decisions. Millennials are increasingly being given purchasing power at work, which means your B2B marketing plans must accommodate this generation’s purchasing preferences. See how Millennials are affecting B2B marketing—and how your company must change.

Millennials are Values-Driven Shoppers

More than previous generations, Millennials support companies whose values align with theirs. Consider the success of Toms, which donates a pair of shoes for every pair purchased. Broadcast your core values to attract Millennial buyers who share those views.

On a related note, community engagement is very important to Millennials. If your business contributes to charity or performs volunteer work, promote this to show Millennials your business “gets it.” (more…)