Web Traffic Sleuthing Generates More Leads

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BroadBased’s tools for visitor identification, lead scoring, automated marketing tasks – and much more – can help your sales team identify and nurture leads that come from your website.

So you’ve got your digital campaign up and running and you’re delivering plenty of new traffic to your website. But are you squeezing full value from your investment? Let’s assume you’ve set up the campaign the right way, with digital advertising driving traffic to a custom landing page where you track campaign results. And maybe you’ve included a conversion tactic to encourage visitors to part with their personal information. But what about the traffic that doesn’t convert on the landing page and continues on to your website anyway? Who are they? BroadBased offers automated marketing solutions that integrate very well in the B2B realm.

When the code is attached to your website, BroadBased’s marketing automation software can often identify the specific company domains of visitors who have shown an interest in your products and services. Once leads are generated, you can handle them in a variety of ways, including converting them to a prospect, adding them to a lead-nurturing campaign, or setting up triggers to auto-generate emails. Broadbased can even set up triggers to notify your sales team of the lead so they can follow up with a good old-fashioned sales call.

To really put your website to work for you and kick lead generation into a higher gear, call BroadBased CEO Jan Hirabayashi to talk about tactics.

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The Life of Lead feature shows how prospects got to your website and how often they returned to interact with it. This is an excellent tool for calculating tactic-specific ROI.

 

The Social Life of Chicken

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At BroadBased, digital marketing strategist Despina Pappas provides community management services for the social media pages of several clients, ranging from non-profits to retailers and corporations. But one of the newest Facebook launches that has her hungering for more belongs to Church’s Chicken of Jacksonville. “I get sooooo hungry every time I work on that page,” says Pappas. “People just love chicken. The page had more than 150 likes before we even started promoting it!”

Longtime friends and clients will remember Harrison Hardaway, Jr., the owner of Church’s Chicken of Jacksonville. Harrison was a BroadBased designer from 2000-2009, leaving the company to open one of the busiest franchises in the nation and become a person we affectionately call “the chicken king of North Florida.”

Hardaway, who is opening a second location in 2014, says, “I’m looking to BroadBased to increase foot traffic and caterings. Now that we have the Facebook page off the ground, we’re planning a wide variety of promotions that are easy to use and share on social media.”

Chicken, biscuits, mashed potatoes and mac ‘n cheese. What’s not to “like” about that?

Is Your Website Mobile Friendly, Compatible or Optimized? (And why you should care)

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BroadBased offers a series of mobile solutions that won’t break the bank including this site created for ChristmasDecorJax.com . Visit the URL from both your mobile device and desktop/laptop computer to see how the presentation differs.

Many companies — perhaps yours is among them — have invested significant time and resources for a new website in the past five years. And many of those new websites, although up-to-date at the time, were built in HTML (count ours among them) and predated content management systems. So where are we headed with this? Not far, unfortunately. The explosion in mobile device technology in recent years has given smart phone and tablet users the ability to easily browse Web pages on the go. But websites that weren’t built to be displayed on the smaller screens are being left behind on the desktop.

The good news is that the problem is definitely fixable, and we have some affordable solutions we can suggest for you. But first, you’ll need to understand the difference between the terms “mobile compatible” and “mobile optimized.”

Mobile compatible — sometimes called mobile friendly — websites work acceptably well on mobile devices but were designed for desktop users. They were intended to be viewed on a large screen and navigated with a mouse. On a mobile device, they load more slowly and the text is tiny. If you haven’t optimized your website, it’s compatible by default.

A mobile optimized website, on the other hand, is designed to display and perform well on smart phones and tablets. Created for small screens first, it focuses on efficient navigation, often contains fewer features than the full desktop version, and presents more succinct copy. The mobile optimized site doesn’t replace the desktop version, but rather complements the full-featured site.

So how can you provide a mobile component to your desktop website without starting over?

If you understand the importance of having a truly mobile presence but are not ready to build a completely optimized site, BroadBased offers a series of solutions that won’t break the bank. Making the right choice for you requires consideration of your budget, the existing website format, and the amount of content you want to feature on your mobile site. If you would like to discuss what steps can be taken for your website, email Jan Korb Hirabayashi to get the conversation started.

It’s OK to Print (No, really!)

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This augmented reality print ad by Audi is the first printed ad with built-in navigation. Viewers are encouraged to download the app and view the ad through it to experience sound and animation.

While technology can add serious complexity to marketing activities (see the news items above and below) it’s nice to know that some things have stayed relatively simple — like putting ink on paper.

OK, it doesn’t have to be just ink on paper. Paper marketing materials can be sexy, too. Graham Riley, marketing director for Jacksonville-based Mac Papers says, “Technology is leaving its digital fingerprints on printed sales and marketing materials with the integration of QR (Quick Response) Codes and Augmented Reality (AR). If you haven’t seen AR yet, it uses the camera sensors on smart phones and tablets to combine reality (think of photos coming to life) with virtual overlays for a more dynamic interactive user experience.” (AR is still in its infancy but give BroadBased a call if you would like to see a sample.) And, interestingly, Ricoh has recently developed Clickable Paper, which enables consumers to receive online content by pointing a smart phone at any printed media.

In spite of what you may have heard about print being dead, that is just not the case. In addition to being an enormous industry, print is also green and drives commerce. Consider:

– Print is one of the largest industries in the world, eclipsing even auto-manufacturing. (PrintIsBig.com)

– 85% of consumers sort through and read selected pieces of mail every day. (Mail Print)

– Direct mail brings in 78% of donations for non-profits. (PrintIsBig.com)

– 40% of consumers say that they have tried a new business after receiving direct mail. (Mail Print)

– 73% of consumers prefer to receive mail — compared to 18% for email — with new product announcements or offers from companies they do business with. (International Communications Research survey)

– The paper industry plants three times more trees than it cuts. Forestry is the most sustainable of all new energy and materials industries. (PrintIsBig.com)

So when planning your 2014 marketing budget, don’t put all your eggs (or budget) in one digital basket. Be sure to round out your integrated marketing strategies with good ol’ dependable and results-generating ink-on-paper.

Google Hummingbird – How the Change Affects You

google_hummingbird-580x334Google recently changed its search algorithm to a version called Hummingbird (a name that’s intended to symbolize precision and speed). If you’re the type of person who monitors your SERPs (search engine results pages) closely, you may have seen some changes in your ranking. Websites that are heavy on content should have fared the best.

Should you be greatly concerned? Probably not. A comprehensive FAQ on Search Engine Land explains Hummingbird in greater detail, but here are a few of the high points:

– “Conversational search” is one of the biggest examples Google cited as the type of new search activity that Hummingbird helps. (Example: “Who’s the most-helpful marketing design company in Jacksonville?”)

– Google says there’s nothing new or different that search engine optimizers or publishers need to do in response to Hummingbird. The importance of high-quality content remains the same.

– The change was made in August but was announced in late September.

– If you think you lost traffic, Google says that could be due to some other part of its algorithm that it is constantly tweaking. There’s no way to know.

Such is the fun of Google and SEO — part art, part science. They don’t reveal all the rules (and they’re constantly changing them anyway) but honest SEO practitioners are trained in proven tactics that deliver solid SERPs. To view a small selection of tactics that can help or hurt your search engine results, view Search Engine Land’s Periodic Table of SEO Success Factors.

Marketing Automation Breaks Out

The value of marketing automation technology is exploding. Once reserved for email marketing campaigns, the software is now being used to generate leads, track campaigns (social, Adwords, email, newsletter), and create intelligent email workflows based on user interest and behavior. A June survey of B2B marketers by www.emarketer.com showed how much the use of marketing automation has grown:

36.7% use to generate leads

36.1% use to nurture leads

28.2% use to create content to feed automated campaigns

26.0% use to engage with customers

15.1% use sporadically for marketing automation campaigns

That’s all great info, but here’s the data point that really caught our attention: Nearly 40% of marketers still don’t use marketing automation. That means there’s a huge opportunity out there for companies to use the technology to improve results in their marketing campaigns and gain a competitive edge over late adopters. BroadBased can help you do just that. We’re investing in a new system that will allow us to work strategically with you in your digital space.

Websites are considered “ground zero” for engagement. All marketing efforts – digital and otherwise – point to the website. Attaching automated marketing software to your website captures prospects, tracks individual visitor activities, automates the sales/marketing workflow, and even assigns identities to visitors so you know exactly who is interested in your product or service – including competitors.

As the survey results show, there’s still time to get ahead of the marketing automation curve, so give us a call and we’ll show you what it’s all about.

CSI Professional Site Completes CSI Web Presence

Three companies. Three niches. One culture. One brand. That was the challenge facing The CSI Companies, a Jacksonville-based people solutions provider, when it set out to revamp its Web presence. We reported in May how BroadBased provided a solution for the corporate-level website — TheCSICompanies.com — and now CSI has added the final piece.

CSI ProfessionalThe company has launched a new site for CSI Professional, one of its three companies, that tightly aligns with the brand design and messaging of the parent site. “Each of the CSI companies serves a different market niche in the staffing industry, and each has a slightly different personality,” explains Jan Korb Hirabayashi, BroadBased CEO. “Our objective with the CSI Professional website was to reflect that personality while maintaining consistency in the overarching CSI brand identity.”

CSI Professional provides recruiting and talent solutions — including executive searches, temporary staffing, experienced consultants, skilled clerical support, and more — across a wide range of industries. The other CSI divisions are CSI Tech, which provides people solutions for the technology sector, and CSI Healthcare IT, which provides people and technology expertise to the healthcare industry.

The LBA Group wins BizTech Award for Web Results

Screen Shot 2013-10-21 at 11.04.06 AMThe LBA Group, North Florida’s largest locally owned CPA firm and a BroadBased client, recently brought home a BizTech Award from the Jacksonville Business Journal for “Best Use of Website to Generate Business Leads.” BroadBased designed the site, www.TheLBAGroup.com, which launched in 2012.

“Since the redesigned site went live, more than $100,000 of new business can be attributed to leads generated by it,” says Jamie Thomas, director of marketing and communications. “Site views have increased by 15% and page views by 20%,” says Thomas. “We attribute this increase in part to a strong SEO strategy. Prospects are easily finding us.”

Visit The LBA Group website at www.TheLBAGroup.com or by clicking on the image.