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The Best Websites of 2015

Here we are in Q4 2014, approaching the new year, and so many marketers are ignoring the fork in the road. It’s time to commit to your marketing goals for the next twelve months, and if you’re anything like most companies your website is in dire need of attention.

www.MarketingMatters.netSo let’s start with the basics: what’s the most important page of your website? If you thought “the homepage” then you’ve been tricked. The answer is “the most visited page.”

Earning the best website of 2015 requires taking a look at the analytics and statistics of 2014. Any marketer or strategist who operates without looking at the data available to them is missing the point.

Know how people use your website first before you presuppose why people would find value in your business. That information may reveal the need to make big changes. For example, if visitors spend less than a minute on your news page you may consider updating it more often with blog posts or adding other engaging features.

MM Website analyticsWith all we know about the need for search engine optimization (SEO), why is it so difficult to increase your traffic year over year? First of all, you may not be keeping pace with your competitors. Secondly, and more importantly, the algorithms and strategies for how to rank higher change more often than you think. Stay up to date or risk obsolescence. Consider these tips:

  1. SEO experts agree that average content with super keyword integration is now trumped by more natural writing styles. Context and originality over coding.
  2. You may be spinning your wheels if you’re employing the old tactic of link sharing and adding longer page text just for the sake of it. Due in part to social media networks, shareable and applicable images or video might do more for you than all that keyword-rich text.
  3. Specificity and niche are key. Sought-after rankings for short keyword combinations are in high demand and come at a high cost, but ranking for a more specific keyword combination gives you a higher probability of converting to actual click-throughs. In other words, it would be great to rank highly for “website design”, but it may be more lucrative for Marketing Matters to be known as “South Florida’s best website designer.”

Have you taken notice of your website analytics, and if so, what have you noticed changing? Contact me at eric@marketingmatters.net for a free website analysis if you need some help turning it into one of the best websites of 2015 today.

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Eric Lachs is the Director of Client Relations at Marketing Matters (www.marketingmatters.net), a leading South Florida marketing and public relations firm specializing in technology and related industries.

The Difference Between an Advertising and PR Agency

pr-agencyKnowing the difference between an advertising and PR agency is crucial to any business looking for a technology PR agency or advertising agency. In a world that is run by bigger and better technology and social media, you will want to get the biggest bang for your buck, and knowing the difference between these two options will help you along the way.

There is an old saying which says that “advertising is what you pay for, publicity is what you pray for.” Put another way, if you go for an advertising agency you will certainly get what you pay for. However, the visibility you can achieve with a great technology PR agency, could potentially be repaid ten-fold in the quality of publicity and media relations work as well as the outcome of your marketing strategy. PR attention for your business is an earned privilege that your technology PR agency works diligently on to develop relationships with the right reporters and editors to encourage them to write positive stories and reviews of your product or service.

Another major difference is the perception of credibility of the advertising and where it appears. Advertising will always appear to be “paid media”, whereas PR pieces will appear in the editorial section of the newspaper, magazine, website, or TV station. This also adds credibility to your product or service as it comes with the earned verification of an independent and trusted third party and is not just a purchased space. So paying to tell people how wonderful you are has its place, but combined with a good technology PR agency handling your publicity, more people will be singing your praises. Take, for example, a woman who is paging through a magazine and sees an advertisement for a designer dress and then reads the fashion editor describing another dress as a “must-have” or “best buy”. The endorsement of an already trusted fashionista and industry expert for the second dress will likely have greater influence and be more effective than even the best advertisement. In fact, a 2014 study by Nielsen that was commissioned by inPowered concluded that PR is almost 90% more effective than advertising when it comes to the role of content in the consumer decision making process.

Lastly, one of the more important aspects of PR, which you will need to keep in mind, is the social and technological nature of our world. While a good printed advertisement might last a few months, it may be fleeting when compared to the weight and lasting effect a great article will have. With the advent and increasing popularity of social and online media, technology PR agencies are able to extend the lifespan of the efficacy of their work – tweets, retweets, sharing articles on Facebook, re-posting, and forwarding emails. This also makes PR markedly more versatile and potentially more cost-effective than an advertising campaign. In other words, great PR stands a chance of being just as powerful as an entire year of repeated advertising if you earn the right high-profile article.

So if you are looking for a new marketing strategy that has the potential to be more effective, influential and cost-effective, you should consider a good technology PR agency such as Marketing Matters to look after your company’s image.

Why You Need Tech PR

tech-pr

At Marketing Matters we know how important it is to have the right tech public relations by your side, yet do you know why you need tech PR? Regardless of whether you are already a recognized tech firm or a start-up, having the right tech PR will be one of the most important components of your marketing strategy.

It is no secret that when it comes to acquiring internal resources to fund that tech PR campaign, hiring a marketing company often seems to fall to the bottom of the to-do list. However, while you may be passionate about your company and enthusiastic about experimenting with your own public relations tactics, it is important to understand that tech PR is a difficult beast to tame and often requires the expertise and assistance of a skilled technology public relations firm like Marketing Matters.

Owing to the fact that there are many different types of strategies that can be used to market your company, securing the most successful plan of attack is not always an easy thing. When it comes to effective technology PR, one of the first things to do is to identify the several different types of events that are important to your position in the technology industry. As each event requires a unique set of tech PR tactics, Marketing Matters is only too happy to give you a taste of the type of tech PR we would employ.

At end-user conferences, the goal is to forge and solidify meaningful relationships with future and current clients, thus it becomes crucial that you engage in soliciting customer-based feedback in order to nurture these relationships. At industry trade shows you would be well advised to consider hosting a seminar wherein your company leads the action as a means of creating tangible interactions with customers, contacts and stakeholders. When it comes to media events, a clever tech PR strategy would be to target significant industry analysts and media contacts through broadcasting your company information, products and services. Another intelligent tech PR strategy lies in sponsorships. Sponsorships allow for opportunities to reinforce partnerships with investors, customers and suppliers.

The reality is that when it comes to tech PR, in-house marketing more often than not results in many grey hairs, risks and unnecessary stresses. By hiring an experienced tech PR company such as Marketing Matters, you will not only improve the impact of your campaign but also alleviate the risks that are common of DIY public relations.