Every one of our customers or clients is an individual – or made up of individuals. They all have feelings, personalities, wish lists, good days and bad days. But after many years of working with people, one thing sets each and every one of them apart – their individuality, their uniqueness. And that’s how we approach problem solving.
If your marketing strategy is in a holding pattern, or you’re just not getting the results you want – then the best thing to do is start looking for new business in other places. It doesn’t mean abandon your existing spaces, resources, or people – because developing your existing customer base is a given. But employing new tools in different ways, maybe ways you never tried before? That’s where IMOSO come in.
U N I Q U E
“It means a measured approach that’s already peer reviewed and proven. I’ve already transformed and re-vitalised many companies and international brands. I’ve already inspired relationships between my clients, their customers and stakeholders – and produced successful national and international campaigns. My clients backgrounds are as diverse as their services and turnover.
This experience can save you a great deal of time and money if you want to get online, or improve where you are at – and I’ll get you there without flap, magic, or waffle*.
If you need your stuff offline – I already know how to match that with your online assets, and of course make you look absolutely brilliant at the same time.”
Chris, Creative Director
Here’s just some of the companies that have benefited from that experience, and unlike other client lists you might read I’d be surprised if you haven’t heard of many of them:
*waf·fle2 [wof-uhl] verb (used without object), waf·fled, waf·fling.
1. to speak or write equivocally: to waffle on an important issue. verb (used with object), waf·fled, waf·fling. Origin: 1890–95; orig. dial. (Scots, N England): to wave about, flutter, waver, be hesitant; probably waff + -le
E X P E R T
Whether you’ve got time to attend an online course on Google Analytics or not, if you haven’t implemented this valuable tool you’re missing out. If you don’t know how to, haven’t got the resources, or want a managed solution then you’re in the right place.
There’s no secret and no dark magic, you can get all the information you need from http://www.google.com/analytics/
To get rolling you’ll need a structured approach in your set up, and then an assessment of goal setting. Then you’ll need to come up with a strategy. If you’re looking for more conversions, more visitors, more penetration and more feedback, or more effective positioning of your social media then Analytics will help you identify target markets and customers. I’ll make no bones about it, the set up can be onerous, and deciding on what feedback you want can be daunting in itself. Here’s just some of the things that you’ll get out of Analytics:
IMOSO provide simplified reporting for those who want it, and advanced metrics for those who need it. Monthly reports will tell you where your traffic is coming from, how long people spend on your site, where they exit, the platforms and tools your visitors are using, where in the world they are, and how you measure up against you competition. All the work we do is set up from the start to deliver this, and more.
T R U T H
Google would have been rather unhappy with your website if it wasn’t mobile responsive as of 21st April 2015. So much so that they actively discriminate against yours in their search results. It was been termed Mobilegeddon, and we’ve been warned it was coming for quite a few years.
Google is committed to providing a frictionless experience to mobile users. Websites and landing pages that are not meeting the standards that Google has set are being pushed down in mobile search results. The message is clear: ignore Google’s mobile standards at your own peril.
It affects your PPC effectiveness too. It’s a factor in determining Quality Score. Marketers who have built mobile-friendly landing pages in response have been rewarded with winning more auctions and getting more clicks.
Analytics evidence demonstrates that mobile sites have much better conversion rates. They load faster and are easier to navigate. Responsive web design is an approach that’s aimed at creating a website that has the optimal viewing experience no matter what the device screen size is. It will be easy-to-read and the navigation and layout responds automatically with a minimum of resizing, panning, and scrolling.
Responsive websites by their nature will resize themselves across a wide range of mobile devices and device sizes – from large desktop computer monitors to tablets, phablets and smart phones.
A responsive website design will automatically adapt the page layout to the screen size by using fluid, proportion-based grids, flexible images, and CSS3 media queries.
This isn’t just about making Google happy. The reason Google wants you on board is to ensure you’re providing a great experience for your mobile users. If you concentrate on making that experience one they find useful, informative and delightful, the rest will fall in place.
Want to know more about this? Respond by clicking the envelope below!
At the outset it’s vital to appreciate that getting the right type of customer is more important than getting more people to hit your button. Focus on customers who are more likely to love you, and you’re half way there.
You may have realised by now that IMOSO take a structured approach to most things, and optimisation is no different. Part of that process is to ensure that we understand what the analytics tells us, and defining objectives that make the most of your traffic. There’s no room for guessing (testing maybe), or poor quality engagement.
In many cases the optimisation has more to do with structure and organisation than it does with your website, so it’s important to develop a strategy right up front before tackling any pages. Get some customer feedback, run some test, try some user testing amongst your most trusted clients.
There’s no doubt that advertising is getting more and more expensive. It’s crucial that the ads are also properly optimised and with a high ‘quality score’, because without it your ads could be costing 4 times as much as they need to. Worse they may not even appear at all. With our help you’ll get your ads up to speed and pointing in the right direction at the right time. And when that traffic comes through you’ll only turn it into new business if you deliver on site, what you promised at the start.
After a first date, 99.99% of couples are not ready to get married. That’s because most people need to date for a while to build trust, develop a strong connection, and make sure the other person isn’t a complete psychopath.
So when a customer visits your website don’t expect that it’s an opportunity which won’t go astray. Getting people to look at you online is only one step of a sometimes lengthy courtship. Of course they’re checking out your competition, they will definitely be doing comparisons. Don’t beat yourself up if you don’t make that sale. Your customer is human, just like you.
Using visitor data helps us understand the Conversion Rate, and once we’ve determined that – we can start looking at barriers in what we call the Conversion Funnel. Don’t get distracted by the terminology, this is just the thing that happens after the click.
At it’s most basic level it’s the point where we decide whether a button is clear, that the pages looks good, that the site is easy to navigate, whether you are trustworthy or not, page titles and content are relevant to what the ad promised. That kind of thing. Certainly not rocket science it’s a diagnostic approach.
The key page is your landing page. If that doesn’t have all the bits and bobs that your customer needs to make an enquiry then you’ll lose them there and then, probably for good. Now, what works for some may not work for others, but what your top competitors are doing might help you… just make sure that you compete with those businesses on a level playing field – there’s no point pretending your products are as good as those when they aren’t so think about it from your customers viewpoint. Headlines, hero images, truth, forms, testimonials and partner or endorsements are all the vital things we need to keep this courtship going.
There’s so much more to talk about like bounce rates, exit pages, testing and content. Would you like to know if I can improve the conversion ratio on your site? Click my email link below, send me your url – and I’ll be in touch!
T R A F F I C
That’s why your inbox is crammed full of spam every time you open your mail, and why most of it is irrelevant.
Creating those negative experiences chips away at the integrity of brands day after day, and an irrelevant email sets continually lower expectations for subsequent mails. Which inevitably creates a downward spiral of decreasing engagement and ultimately – churn. The lesson you can learn from this is knowing that you only have a small fraction of your customers bandwidth, so don’t waste the opportunity.
If you don’t learn from your mistakes you’ll be throwing good money after bad, and customers don’t grow on trees. So like I already said – don’t keep digging the same old hole.
Your email marketing needs to be trusted, relevant, and look good all at the same time. IMOSO will create and manage your email campaigns for you, using the latest best practice techniques. You’ll have a single point of contact (me) who will make sure your campaigns are on time and tackling all of your business needs.
MailChimp, iContact, Constant Contact… all those lower cost mail solutions are just fine. I use them! But before you get there you’ll need to validate your data otherwise all that lovely conversion cleverness, and those funky graphics are going straight in your customers spam folder.
In simple terms a mail campaign has to be set up from the very start using a logical, step-by-step process that maximises every ounce of potential from what you already have. Don’t waste an ounce of that potential, because when you lose customers – they rarely come back.
IMOSO take on any aspect of email campaign management, including:
If your team is new to emailers, or if they want to learn how to build best practice campaigns that really get results, then IMOSO can offer Campaign Buddy.
With this service, IMOSO set up and send your initial campaigns. Then your team takes over while IMOSO offers guidance.
E N G A G E
All I’m asking is that you have a look through these pages then drop me a line with your brief and I’ll very quickly put together a proposal based on what you tell me. I won’t waffle, use technically challenging language, or try and tease you with some advanced metrics or pivot tables. I won’t try to be cleverer than you to impress you, I’ll just tell you what you need to know. Honestly.
A multitude of circumstances can take you down any of these routes, and any or all of them might work for you. You might look at relationship building, a bit of a dance, then some pushing and pulling on the costs and specifications. That’s all fine really, it happens. But if you’re holding a beauty parade those big blue eyes can sometimes be a bit of a long term distraction. What you really need is an honest proposal with no grey areas, from someone who will be good for what they say they will be. Then it works for everyone.
I’ve still got your attention? There’s some experience a bit further up this page, and more below it (soon) so maybe you’re thinking – where’s the capability.
Time for another list? You can get all this sort of stuff from me on day one, in no particular order:
Sorry for using all those acronyms. If you know what they are great, if you don’t – you should, so I’ll explain all when we talk.
In the end though, what you really need to know is that I know. I do.
P R O D U C T
As I’m sure you know, the internet offers you unlimited opportunities to promote yourself within any given sector and your website will undoubtedly benefit from some best-practice SEO development. I’ll do some analysis on it and let you have the basic info for free if you like.
What I do for you as part of the analysis is;
I’m sure you’ll find it useful.
There’s no charge for this introductory report and analysis, so get in touch with me by email enclosing your web address, and if I can help you I’ll run the stats within 7 days.
C O N T E N T
These days people hack websites for fun, some of them are malicious defacements, others are complete takedown events. With an outdated infrastructure your site could be open to attack, and even if a hacker doesn’t take you offline, you might find that your ISP will. Or worse, your data is stolen and deleted.
We’re often asked to look for vulnerabilities in sites, especially ones built with popular CMS platforms and sadly all too often, we discover some. The main weaknesses are in old third party plugins written by inexperienced coders, and no experience at all in security. WordPress alone has 33,000 plugins and a combined total of around 750 million downloads. It’s inevitable that some of those will fall through security holes, and they do because they are sometimes targeted by hackers relentlessly. The CMS isn’t to blame if kept up to date, protected, and administered correctly.
A random page might be generated on your site, a new front page, a line of text that shouldn’t be there, some of your data has gone missing, a redirect to a malware site, things have just stopped working – that kind of thing. If you have malware installed on your site through a back door, you could be exposing the entire server. When your ISP or datacenter calls to inform you they are taking your site down, you’ll be hoping you’ve backed up your database or you might be heading for an extinction level event.
The best advice is to put a layer in place before that happens. It will undoubtedly save you money in the long run, and if you haven’t got a back up it’ll save you a LOT of time and money.
Scan your site, remove infected or malicious files, back it up when it’s clean, add a firewall, monitor it and then make sure that the hackers can’t get back in. It’s not magic, but it needs to be done thoroughly and logically.
You wouldn’t go up to a stranger in a street and tell them what you had for Christmas, so why allow strangers to see what you’ve posted on Facebook?
Do this now – set your posts and photos to be seen by your ‘Friends only’.
HOW TO LOCK DOWN THE PRIVACY OF YOUR FUTURE POSTS
1. Click the down arrow at the top right of any Facebook page and choose Settings
2. Select Privacy from the menu on the left hand side
3. Under Who can see my stuff?, click Who can see your future posts?.
4. Here you can choose to limit the posts to Friends only, or a custom lists of people you choose.
HOW TO LIMIT THE AUDIENCE OF YOUR PAST POSTS
1. Click the down arrow at the top right of any Facebook page and choose Settings
2. Select Privacy from the menu on the left hand side
3. Under Who can see my stuff?, click Limit the audience for posts you’ve shared with friends of friends or Public?.
4. Click Limit Old Posts
HOW TO CHECK HOW OTHERS SEE YOU ON FACEBOOK
1. Go to your profile and click the three dots on the bottom right of your cover photo.
2. Click View As…. This will then display your profile as seen by anyone who isn’t your friend.
For further information get in touch, we rescue your stuff within a few hours if necessary, and can secure them just as quickly.
S E C U R E
S H O U T
Imagine your Facebook page. You might be friends with hundreds, even thousands of people, you like many pages: companies, musicians, other blogs, shops, boutiques, etc. Facebook can only show you so much every time you log in. They can’t possibly show you all of the status updates, photos, videos, and ads that everyone has to offer. So they have an algorithm that delivers posts to your own page based on what you like, who you interact with, and your general interests – and that’s the stuff they show you.
I could like your personal Facebook page, or follow your Facebook Business Page, but if I never like any of your status updates I will most likely never see anything else if I don’t interact with you. I could follow your shop, but because your reach is small, I might not see your new item you posted because Facebook can’t show me everything in my newsfeed.
Basically, it’s hopeless at delivering your stuff – especially if you’re relying on it. In a way this is understandable. When you create a Facebook page for your business it can be really disheartening to see very low numbers of people actually viewing your posts, or liking them but that doesn’t mean you shouldn’t post to Facebook.
People worry that posting through third-party scheduling tools such as Buffer or Hootsuite can hurt your reach. Wrong. That’s not true. You just want to make sure your post doesn’t look scheduled. It needs to look authentic, not banal, not cheesy… make sure it’s factual and above all not spammy.
Facebook photos don’t always get the most engagement. They can help catch your follower’s eye, but it doesn’t necessarily equal engagement. Interesting, compelling content wins every time.
Facebook does not like promotional crap. Click here, 10 minutes left, sale ends soon, don’t miss out, join in on the action, Get it NOW…. NO! Facebook doesn’t like anything that is click-bait – meaning you’re telling people to click something. Don’t post overly promotional content. Be authentic. Explain why this post is interesting, but don’t tell me.
Fact is, organic reach has decreased on Facebook. To be seen in your community’s newsfeed, sometimes you need to spend some money. It can be worth it. You don’t need to do it all the time, but a boost or ad every now and then can really do wonders. Promote only important posts. I know that’s vague, but posts that are really important to you. For instance, I promoted this post this month.
Promoted Facebook posts are just when you want a boost. You want your followers to see it. This is something I’ll do, maybe once a month, and for a small dollar amount, $5 at most. You can boost this in three ways: people who like your page, people who like your page and their friends, people you choose through targeting. I recommend doing the first two to start with. Once you’ve played around with this and measured the results, then move onto targeting. Targeting will refer to people with certain interests, age, gender and so much more. Targeting is more technical, but very effective.
Facebook ads are even more technical. Think of them as display ads like you see on other websites, but only for Facebook. With these you have complete control. You can target literally anything, have a call-to-action button, change out the image, and add a “vanity” website link.
You can also place these ads strategically: newsfeed, sidebar ads, etc. Your spend here can go up very very quickly, and you spend money over a variety of ads over a number of days. As for a boost, it’s usually a set amount in a quick time frame.
You can monitor all of this in your Facebook ads manager. It’s not always necessary to spend money to get reach on Facebook, but if you’re a growing business it does help significantly.
Would you like to know more?
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D I S C O V E R