Posted by & filed under Competitive Differentiation.

flowersYour buyers are in control, and you know it. When someone can anonymously go online and investigate everything about you, your products and your competitors before deciding whom they will contact, that is control! There’s nothing wrong with that, and it will certainly be that way for the foreseeable future, but in that environment, how do you make yourself stand out?

In reality, there are 3 main ways to differentiate yourself from your competition: (more…)

Posted by & filed under Content Development.

focus on customersIf you have ever read a marketing text book or taken a course on marketing, you may be familiar with the 4 P’s of marketing, also referred to as “the marketing mix”. Introduced in the 1960’s by marketing professor and author E. Jerome McCarthy, the 4 P’s concept has traditionally been one of the most widely enduring frameworks in marketing.

The Traditional 4 P’s of Marketing

The marketing mix has been described as the marketing tools used to pursue target marketing objectives and includes four levels of marketing decision: (more…)

Posted by & filed under Digital Marketing.

Digital Marketing PlanThe fact that Google has over 100 billion searches a month indicates how the behavior of buyers has changed. If your focus is on B2B marketing, you can no longer effectively reach buyers through methods like direct mail and telemarketing. The fact that your prospects are turning to online search to find companies like yours, means that your greatest revenue generation potential lies with your website.

In order to maximize that potential, it is a good idea to develop a digital marketing plan to guide your way to success.  Five keys to keep in mind when developing this plan are: (more…)

Posted by & filed under Upright News.

The holidays are a time of celebration and making special memories with family and friends.  For many of us, traditions are a big part of the festivities and special moments we enjoy. In honor of the season, the Upright team has some Christmas traditions we would like to share with you.

Keely Ledebur

Each year I look forward to unpacking the Christmas ornaments.  We have many handmade decorations, souvenirs we collected on trips, and ornaments that used to hang on my mother’s tree when she was young, and they all bring back special memories. Every year I give my kids an ornament or two representing something they like at the time.  Now at 14 and 16, they already have a nice collection of ornaments (and memories) to hang on their own trees someday. (more…)

Posted by & filed under Tech Updates.

hosting environmentThe short answer is “No”, and the long answer is “Absolutely not”.

The business of web hosting is a cutthroat market where even the smallest details set vendors apart.  To someone not-so-familiar with all the available tech and and/or good knowledge of how the web is served to users, the lingo used is very difficult to understand.  Hopefully this article can shed some light on what to look for when browsing the plans of web hosting providers. (more…)

Posted by & filed under Social Media Marketing.

social media marketingLike most businesses, your organization is listed on a multitude of social media channels and it’s hard to keep up! Let’s say you’re posting two to four times a week on behalf of your organization. That’s over 200 social media postings that you have to come up with per year! Not only do you have to commit to regularly posting on social media but you have to be creative! And it doesn’t just stop at creativity, you have to think about your audience and what it is they want to hear and see. (more…)

Posted by & filed under Website Design.

wireframe sampleIn an earlier blog post we introduced wireframes, a term you’re likely to find in any website proposal when shopping for a new site. But even being familiar with the concept, some people may still be skeptical of the exact benefits. An extra step means more time and money, right? Actually, no it does not. We find investing in the wireframe stage can be instrumental to the overall quality of the final website, plus it saves time and money along the way.

Still not sure wireframing will be worth the effort? Let us convince you. (more…)

Posted by & filed under Content Development.

creating contentOne of the greatest resources for a website is great content. It can continually pull in new visitors over time, earn links, build relationships, and educate website visitor.  Therefore it is essential to take a little time and think like your customer.  You need to create content that engages and inspires your customer.

Get in your customer’s shoes

The first place to start is identifying your most successful customers. These are the ones you wish you had more of every day. What makes them special? Do not think only about the money. That’s an easy pitfall. Think about what made them a good person to be involved with your organization. To see what a day in their life is like, you need to imagine you are them and think about these key ideas:
(more…)

Posted by & filed under Social Media Marketing.

Social Media MarketingSocial media marketing is an important element to online marketing. Can we rewind to 2004, just for a second, and remember the days when you had to have an invitation or a college email address just to join Facebook? Thirteen years later we have business pages, marketplaces, and even job postings all on Facebook. We’re just touching the surface with the evolution of social media when we are referring Facebook. Let that sink in… (more…)

Posted by & filed under Touchpoint Marketing.

Digital TouchpointsA “touchpoint” can be defined as any interaction that your company has with your prospects or customers.  These touchpoints taken collectively define the Customer Experience.  The better that experience is, the more likely it is that you’ll retain the customer or sell the prospect.

At Upright, we work with clients on digital marketing initiatives and often focus on Digital Touchpoints.  And to improve the Customer Experience, we have developed a 5-step process to analyze our client’s digital touchpoints: (more…)