How to Manage Your Company's Reputation on the Internet

How to Manage Your Company's Reputation on the Internet

This article was originally published on the Spectrum blog. 


In light of Google's recent algorithmic adjustments, the search engine leader has released some hints intended for users who want "to get ratings, reviews and recommendations that are relevant, helpful, and trustworthy." Google also notes that the changes they've made are there to "protect both business owners and customers from spam reviews." In order to do so, there are now systems in place on Google+ Local pages that will remove fake reviews more accurately and efficiently than ever before.

Google+ Local, for those who aren't familiar, is a service that allows users to review all types of businesses. As the Internet's word-of-mouth revolution continues to grow and evolve, the Search Marketing Engineers at Spectrum encourage every customer to not only participate in ongoing reputation management innovations, but to do so in accordance with the rules that Google has set in place. In order to streamline this process, Spectrum has developed a tool called FetchReviews, which allows you to attach a review engine to your website that asks for and gathers reviews in an effective and legitimate way. It also allows for easy social syndication and a direct path to a multitude of other benefits brought on by online reviews, including raised organic rankings, increased map listings and generally higher conversion rates.

Of course, signing up for a review service and opening your company up to online criticism could be intimidating. Be that as it may, it's becoming increasingly necessary in a market where 40% of mobile Google searches are for local businesses (BIA/Kelsey). And while positive reviews can obviously attract new customers, many business owners are concerned that the negative reviews will stifle revenue growth -- especially when Google notes that negative reviews cannot be taken down unless they violate specific guidelines. For many, the notion that their company's reputation is in someone else's hands is terrifying (the fact that the Internet is written in permanent marker doesn’t help either).

So how should businesses owners cope with the threat of permanent negative reviews on Google+ Local and Yelp? The search experts at Spectrum go by a primary rule: it's not what happens to you, but how you react to it that matters. While people appreciate and are influenced by the candor of their fellow consumers, they're also appreciative of quick and empathetic responses from business owners who care about the customer experience. If you find your business hit with a negative review online, respond! Don't be afraid to answer the call and, if warranted, offer a refund, an apology, an explanation or even all three. This is one of the simplest, safest and most efficient ways to protect your company's brand and overall reputation. It is not taboo.

Ultimately, people will be talking about your company no matter what. Even if you're not signed up with Google+ or Yelp, there are other platforms (i.e., Facebook, Twitter, etc.) people could use to voice their opinions about your product or service. At least when you're a participating member of a popular review website, you have the power to defend yourself, justify your actions and win back customers who, otherwise, would've left your business review with a bad taste in their mouth.

RWD: The Future of Your Website

RWD: The Future of Your Website

This article was originally published on the Spectrum blog. 


In late 2012, we published an article about responsive website design, or RWD, a revolutionary new approach to crafting sites, which delivers an optimal viewing experience for users regardless of the device they're using. Consider this your 2013 update.

Unlike regular websites that aren't able to differentiate between a desktop, tablet or Smartphone, a website built with RWD instantly adjusts its layout for perfect usability and readability. It's a technology that's becoming increasingly relevant for small- to medium-sized businesses that are trying to capture quality leads on the Internet. With that said, large and in charge companies that do business on a global scale are also utilizing RWD to improve their websites and their user experience in general. Here are five benefits that apply to Fortune 500 companies as well as your own:

Better SEO:

If you want your website to be relevant to a mobile audience (and given that nearly 50% of all pages views are coming from smart phones these days, we know you do) but you don't want to use RWD, your only other option would be to make a separate URL for your desktop website and your mobile website. Responsive design sites only have one URL, which means your search engine optimization won't become diluted.

Improved Efficiency:

Because the code for your responsive design website is all in one centralized place, making content and design changes to your website is much easier than, say, updating the several versions of your site your webmaster built out for several devices, like desktops, tablets and smart phones.

Good for Facebook, Twitter, etc.:

Given the incredible reach and influence of social media these days, businesses cannot afford not to have a presence on major platforms like Facebook, Twitter and Google Plus. It's also important to offer a consistent experience for all your social users. For example, links should produce the same effect regardless of what device they're viewed on. That's where responsive design can make all the difference.

Tracking & Web Analytics: 

Understanding your website visitors' engagement is incredibly important to improving your site's conversion rates and overall effectiveness. A responsive design site, which allows you to track data from a single URL as opposed to multiple, will make the process much, much simpler.

Google-approved:

Google now urges webmasters to use responsive web design, calling it an "industry best practice." BOOM.

Great companies have always understood that creating a user experience that's simple and refreshing is the key to creating an awesome website. Responsive website design is the latest tool that marketers and designers are using to ensure that their websites are, in fact, awesome. Below is a list of companies everyone should know. They're also companies who've made the switch to responsive design. Click through to their website and experience the difference this technology can make:

1. Microsoft

The multinational software developer's embrace of responsive website design has created a substantial buzz in the industry. It's a move that many believe will have a profound impact on the "mainstream" business owner and whether or not to take their own site into RWD.

2. Disney

When a company like Disney, whose website is as complex and media-heavy as they come, fully transitions into RWD, it gives the technology validity and clout like never before.

3. Sony

Sony is a trusted, well-branded company with incredible depth and social reach. Its engineers are constantly seeking out ways to improve the 'user experience.' As a company that strives to improve the lives of others with technology, it's no wonder the marketers at Sony thought RWD would be a natural next step.

4. Starbucks

Coffee and responsive design go together well. Both are optimal for on-the-go enjoyment and efficiency.

5. TIME

The news giant with a global readership of over 25 million went responsive back in October of 2012. The move just made sense for a magazine that wanted people to enjoy their articles no matter where they were. RWD now allows readers to pull up TIME anywhere and from any device.

6. About.com

This online resource site gets nearly 70 million unique visitors every month -- a number that would be significantly lower if every reader was still confined to their desktop, or worse yet, stifled by the need to constantly zoom in on their iPhone. Ugh.

7. Mashable

If you're one of Mashable's 20 million unique monthly visitors, you may have noticed that the leading news and information source has adopted a new look and feel. Here's a quote from an article they pushed out titled "Why 2013 Is the Year of Responsive Web Design":

"The benefits are obvious: You build a website once, and it works seamlessly across thousands of different screens."

Graph Search: The Future of Facebook

Graph Search: The Future of Facebook

This article was originally published on the Spectrum blog. 


Still in beta development, Graph Search isn't accessible to the public yet. However, in anticipation for the launch of its latest product, Facebook invites users to join a waiting list and sit tight until the world's first social search engine drops.

Mark Zuckerberg, Facebook's founder and CEO, called Graph Search the "third pillar" of the social network with over 1 billion active users. He equated it to Newsfeed and Timeline, two profound features that revolutionized the social experience for users across virtually every platform, not just Facebook.

What is it?

Graph Search is an alternative search tool which, unlike traditional search engines, will return results based on the information available about a user's social connections. In a promotional video for the new product, Facebook's team members explain that Graph Search will help people acquire more relevant results to their inquiries in a faster and more intuitive way. Go ahead, be really specific and even a little off-the-wall with your searches. Apparently, as this advertisementsuggests, Graph Search loves it when you get zany.

How will it affect your marketing?

"In the past, Facebook has been about mapping out and staying in touch with and communicating with people you already know in the real world," says Lars Rasmussen, an Engineering Director at FB," but now, [Graph Search] can be used to find people you maybe should know, people you have common interests with, people you want to work with…" In other words, Graph Search is a marketer's dream -- helping social media managers across the globe identify new opportunities and untapped segments based on people's interests.

The beauty of Graph Search lies in its flexibility, allowing users to search entire sentences with multiple keywords. This function will give marketers an opportunity to gain far more detailed and valuable insight into target markets, which will ultimately yield more targeted Facebook messages and campaigns that people will appreciate, enjoy and respond to.

Joining a waiting list for Graph Search may just be a Facebook marketing strategy designed to increase demand and crank anticipation for the product's launch. Whatever their angle may be, you can sign up for it here.

4 SEO Essentials for Small Businesses

4 SEO Essentials for Small Businesses

This article was originally published on the Spectrum blog. 


There are many fundamental parallels between successfully running a small business and properly executing search engine optimization. Dedication, discipline and a strong knowledge base are all required for both business and SEO success. While business owners undoubtedly have the chops when it comes to the first two, truly understanding how to make SEO work for you is a much more tangible, much more difficult skill to nail down. This article we'll cover four essential tasks that every small business owner should be consistently carrying out in order to drive quality traffic to their website that'll yield premium leads and outstanding conversion rates.

1) Plan Your Pages Well.

Generally speaking, search engine optimization doesn't create a demand for a product or service. Instead, it only works to promote an existing demand. Therefore, it's super important to disperse relevant, highly-searched keywords throughout your website. These words, which can typically be ascertained using Google Adword's free keyword tool, will help your website rank well on search engines.

2) Create Content People Want To Read.

People tune out information that doesn't interest them. Consumers become apt at ignoring messages from companies that serve no practical purpose other than to remind them of the company's existence. That's why  great content is so critical to getting through to people about the products or services you offer. It doesn't matter whether you choose to reach people via blog posts, webinars, articles or white papers, as long as the content you're delivering is informativeinterestingcompelling and useful.

3) Create Content That's Reputable.

While it's paramount to create content that people want to read, it's just as important to make it look professional, polished and authentic (not to mention functional). Don't forget to add the following:

  • Attractive images
  • Title tags
  • Meta tags
  • Quality links
  • Authorship code
  • Videos

4) Track Your Progress.

Being able to track how many people you've touched is a powerful advantage to Internet marketing over traditional advertising. You could always improve your search engine optimization efforts and/or performance by measuring your efforts and truly understanding where improvements and adjustments can be made to your strategy. It's a critical part of the process.

Does Google See Your Website?

Does Google See Your Website?

This article was originally published on the Spectrum blog. 


They go by several titles. Generically, they’re referred to as spiders or crawlers or bots – specifically, Google calls them Googlebots. These are programs that scan, or crawl, the Internet searching for new and/or updated pages to add to the Google index. In fact, every search engine has their own version of Googlebots, which are essentially huge computer sets that browse billions of webpages every day. They use an algorithmic process to determine which sites to scan, how often to scan them and how many pages to index from them.

                Of course, website owners have the right to restrict Googlebots from accessing virtually any page on their site – the benefits being that information you don’t want disclosed about yourself or your business on major search engines won’t be. The file used to do so is called robots.txt.

How to Check What Web Pages Google Sees:

Googlebots are automated to check whether or not they have access to a page before they crawl it. Robots.txt files serve as digital gatekeepers, if you will – communicating which pages, if any, a site has blocked access to. To see which pages your website is currently blocking, simply enter “/robots.txt” after your URL. For example, for www.Spectruminc.com, one would type in www.Spectruminc.com/robots.txt into their browser.

If you’re allowing Google and other search engines to index all of your website’s pages, it’ll bring you to a white page with two lines of text in the upper left-hand corner. It looks like this:

User-agent: *
Disallow:

The above display indicates that every page of your site is fully disclosed to Google and Googlebots are regularly scanning it for new information to index.

“User-agent” specifies which bots, be they from Google, Bing, Yahoo!, etc. have access to your website. The asterisk signified that all bots are permitted to view the website.

“Disallow” lists the pages that are restricted. If these pages exist on your site, the name of the page would appear in between two backslashes, like this:

User-agent: *
Disallow: /aboutus/
Disallow: /home/

4 Ways to Stand Out on Google: Write Better Content

4 Ways to Stand Out on Google: Write Better Content


Entering most anything into Google Search will yield you ten organic results, which are made up of ten separate component, or parts – though when it comes to influencing the click-through patterns of potential business leads, some of these parts are more important than others. In this two-part article, we’ll cover 1) how to optimize the way your Google Search result is written and 2) how to optimize the appearance of your Google Search result for a click-through rate that’s truly unprecedented. From an editorial perspective, we’ll be working with the following 3 components of a Google Search result:

1) “Page Title”

Limited to 70 characters, this is the first line of copy in a Google Search result and typically the first words searchers will read.

How to make it Standout:

Write a page title that targets only one or two main searches, as readers are far more likely to click through on results that mention their original search term. Your original search term will also be bolded, making it easier for readers who are merely scanning to know that your page is relevant to their search. Additionally, search engines favor page titles that mention the search term early in the Page Title. Last but not least, although Google puts a 70-character limit on Page Titles, we recommend a shorter, snappier title of 4-9 words. It’s both easier to read and share.

2) “Meta Description”

Located directly below the Page Title, this is a very short paragraph that describes the page it is connecting to.

How to make it Standout:

Grab the reader’s attention with this space by including unique, intriguing and/or exciting information that’s relevant to the search term (which, again, will appear bolded). Talk about an award you’ve won; an exciting sale or promotion you’re having; or any other evidence that expresses your credibility, such as how many satisfied customers you've had.

3) “URL”

Also known as the domain, this displays the address you will be taken to when clicking the search result.

How to make it Standout:

Keep your URL short and relevant. Again, Google will bold any words you searched in this section so having a URL that’s consistent with the product and/or service you’re offering can be a benefit. Also, we recommend separating words that appear after the domain with hyphens (e.g. www.spectruminc.com/fixing-your-SEO). This will make your message easier to read.

4) Local Targeting

If you’re mainly interested in attracting local traffic, we’d recommend mentioning that you’rea local company. For example, our proprietary data tells us that Chicagoans were 10% more likely to click on our ads for windows and doors when the ads mentioned “Chicago,” or “Illinois.” This will also help you when it comes to searches containing your city and/or area.

Why SEO Should Be Left to the Professionals

Why SEO Should Be Left to the Professionals

This article was originally published on the Spectrum blog. 


Search engines, like the stock market, are constantly changing because their algorithms are directly influenced by the people who use them. And as long as The Times Keep On A-Changin’, so will the Internet search game. For example, Google handles approximately 100 billion searches every month. Those searches (among other things) are analyzed, interpreted, and the data is then used to implement algorithmic changes that make it easier to find what you’re looking for on Google. Of course, if you want to benefit as a website owner (receiving what is essentially “free” advertising) in the midst of this process, you have to do your part. Here are three of the most common reasons businesses that don’t keep up get left behind:

1. What you’re Serving isn’t Fresh

Google, Bing, Yahoo! and just about every other search engine employs what are known as “crawlers.” Essentially, these are programs that methodically browse the Internet and index its pages. When these crawlers, also known as spiders or bots, come across a website that is consistently refreshing its content – whether it is via blog entries or new web pages – they gradually give them better rankings. So if you’ve been letting your website sit dormant, your rankings are undoubtedly suffering. When it comes to search, content is king – be good to your majesty and he shall return the favor.

2. Your Links won’t Last Forever

Links are one of the main ways search engines locate and rank websites. There are two types of links: internal and external. Both are searched for by crawlers that use them to find your site and determine its relevance to highly searched keywords. To cast a stronger, wider net that search engines can use to find your website more frequently, you must correctly and ethically build links over time. You must also consistently refresh your links – remember, always give the bots something new to look at.

3. Google, Bing & Yahoo! are… Complicated

Here are the latest updates Google made to its algorithm. Over two months, 65 changes were made, and although most of them were finite and granular updates that only SEO professionals could understand, they still affect your overall strategy. Search engine marketing is a relatively new, yet extremely in-depth topic that so many business owners rely on and, at the same time, know so little about. With the help of a search engine professional, your Internet marketing results are guaranteed - taking all the guess work out of your SEO equation.

Why Your Website Won't Last Without Responsive Website Design

Why Your Website Won't Last Without Responsive Website Design

This article was originally published on the Spectrum blog. 


Mary Meeker, the head of Morgan Stanley’s Global Technology Research Team, took the stage at Akamai’s 2010 State of the Internet report and said that within the next five years “more users will connect to the Internet over mobile devices than desktop PCs.”

Well, whaddya know? 2012 is almost over, and with it, so are the days of desktop-dominated Internet usage. As Meeker – who was once dubbed the “Queen of the Net” by Barron’s magazine– predicted, people have adopted mobile devices as their primary means for accessing the web. We no longer want or need to be pigeonholed to anything that requires more than one finger to effectively use. Therefore, to stay relevant on the internet as a website owner, you must optimize your website for mobile usage. To do so, you must make your website responsive.

What Is Responsive Website Design?

Responsive Website Design, or RWD, allows your website to adapt to the resolution and size of the device it is being viewed on. So, whether your site is coming up on a desktop computer, laptop, tablet, iPhone or Android device, the content will remain easily accessible and readable and the user experience will stay constant. If your company is capable of lead generation or direct sales via your website, you’re probably already losing valuable business without Responsive Design.

Why Responsive Design? Here are 5 GOOD Reasons:

1.      Saves You Time

Responsive Design is a smart alternative to creating two separate sites for mobile and desktop use. With one responsive site, you’ll only have one website to update and focus on – not to mention you’ll only have one URL.

2.      Saves You Money

The more sites you build the more money you’ll ultimately have to spend on their design and upkeep. Responsive focuses all your finances (and energy) in one place.

3.      Reaches EVERYONE

By mid-2013, more than half of all Internet users will be browsing the web on their phones or tablets. If your site isn’t responsive, consumers may come to your site looking to buy or request a quote, only to leave in frustration. Don’t cut yourself off from 50% of the market – reach everyone!

4.      Search Engine Optimization

If you opt to build a separate mobile site for your business rather than making your original site responsive, your search engine traffic would be divided. With RWD, you won’t have to build your new site’s search engine presence and your visitors won’t have to deal with redirects and extensive load times.

5.      No Duplicate Content!

In the world of search engines, websites with the most original content have the highest rankings. If you had two sites with duplicate content rather than one responsive website, you would be penalized by Google, Yahoo! and Bing and your rankings would be negatively affected.

Calculating the Value of a Lead to Your Business in 3 Steps

Calculating the Value of a Lead to Your Business in 3 Steps

This article was originally published on the Spectrum blog. 


What would you pay for a solid business lead?

It’s a simple enough question really, and if you have the answer down pat your business is benefiting – BIG TIME. Knowing your ALV, or Average Lead Value, is the first crucial step to calculating how much money potential customers will leave at your professional doormat. Furthermore, determining your ALV makes it easy to measure the effectiveness of your marketing ventures. So next time you rollout a PPC campaign or fire off an email blast, you can mathematically determine if your ROI was worth it.

If your website is designed to generate leads, you’re probably aware of the fact that Google doesn’t do any of the ALV legwork for you. Oh well, good thing you can figure it out yourself – it’ll take you five minutes – just follow these three steps:

1. Define What Constitutes a Lead

Your business’s ALV is the average amount of money you acquire every time a visitor becomes a lead on your website. So, what constitutes a lead on your site? This answer will vary, but generally it’s whenever a visitor expresses interest in your service/product or company. For instance, signing up for a newsletter, requesting a quote and/or subscribing to your blog are common “lead activities.” It’s also imperative that you’re tracking your leads, because ultimately, you’ll need data to calculate your ALV.

2. Collect the Data  

You’ll need the following three stats:

a) Average # of leads per timeframe* - e.g. 100 leads / month

b) Average sales revenue during timeframe – e.g. $125,000 / month

c) Average profit margin / sale – e.g. Approx. 5% of each sale is profit

Note* - your time frame can be a month, a quarter, a year or even longer, just make sure it’s consistent across your number of leads and overall sales revenue. Of course, the longer the period of data the better (this way, good/bad months and seasonal fluctuations are cut out of the equation).

3. Plug Your Data into this Formula:

If you calculated the example stats we gave you in Step 2, you should’ve arrived at an ALV of $62.50.

Now figure out your own Average Lead Value! Remember, doing so will help you determine if your advertising and marketing dollars are truly paying off. It’ll also give you valuable insight about whereto market your company and to whom. These are the steps companies are taking nowadays in order to stay competitive. Are you?

How to Craft a Business Blog Post People Will Actually Read

How to Craft a Business Blog Post People Will Actually Read

This article was originally published on the Spectrum blog. 


As a follow-up to our last article, which highlighted the value of business blogging, here’s a post about how to actually write one – a good one.

Ultimately, it comes down to two things: content and aesthetics. Of course, these terms are very broad, so let’s narrow them down:

CONTENT: Make It Interesting

In other words, the contents of your post should be relevant to your target audience. Now, depending on how vast your reach is, your audience can vary considerably. What doesn’t vary, however, is human nature. There are just some things people universally appreciate, such as:

Answers to Questions:

Don’t be controversial, but do stir the blogosphere pot for comments in the form of questions. Take advantage of the misconceptions associated with your business by writing articles on them. Include little-known facts that’ll prompt inquiries and be sure to answer them diligently. It’s a practice that’ll earn trust, build relationships and, at COB, secure quality leads.

Stories:

Storytelling is an incredible means of communication. Great stories make people feel something, whether it’s happiness or sympathy or any other powerful emotion. Luckily, everything is a story. The start of your business is a story. Your daily routine at work is a story. Your last successful project is a story. Tell it, and watch your engagement rise.

Passion:

Just like homemade cooking, people can tell when your heart isn’t in your writing. Try not to fall into a power-posting routine just to get in front of your customers. Be enthusiastic about your posts. Make sure they are not sloppily put together and your readers will appreciate it.

AESTHETICS: Make it Easy to Scan

Basically, your blog posts shouldn’t be overwhelming to look at. If it’s too dense, people will tune out or give up; and with billions of pages to choose from, you can easily be replaced. Avoid the heartache of reader rejection by taking the following action:

Make Lists

Use bullets and/or numbers to break up your content. More often than not, web surfers are just looking for one particular piece of information anyway, so making it simple to find is certainly in your best interest.

Use Headings & Subheadings

Much like bullets and numbers, headings and subheading help to break up your content and make it easier to read. Remember to keep them clean, concise and as creative as often as possible!

Include Pictures

Pictures stimulate the imagination. They also give people a break from reading and reading and reading. Choose a picture that’s as relevant and appropriate as possible – but don’t be afraid to think outside of the box to grab people’s attention.

4 (non-SEO) Ways a Company Blog Will Do Wonders for Your Business

4 (non-SEO) Ways a Company Blog Will Do Wonders for Your Business

This article was originally published on the Spectrum blog. 


SEO value aside, most business owners often find it difficult to conceptualize the benefits of keeping a company blog. Many just wouldn’t be able to justify the time and energy that went into it, which thus begs the question: would you still keep a blog if Search Engine Optimization wasn’t an advantage?

Hmmm.

The answer should be a booming “YES!” and here are 4 extremely tenable, revenue-driving, lead-generating reasons why your company’s blog is one of the most important marketing tools available to you:

 1.    Make Your Company a Team

The influence of any company is ultimately a culmination of its people’s efforts. It’s an important fact that can often slip through the crevasses of corporate America, leaving employees, managers and business owners alike in an estranged state. Keeping a business blog that all can contribute to is a tremendous reminder to everyone at the company that they are, in fact, a team of people working towards a common goal. This can be a fantastic morale boost – supporting togetherness, encouraging collaboration and driving momentum with every new post.

 2.    Hone Your Knowledge & Polish Your Pitch

When it comes down to it, you know everything about your business and the industry you are competing in. Or do you? The point is, when you are consistently researching new and relevant information to write about on your blog, it’s very difficult not to stay sharp when it comes to the particulars of your business. The time and effort you put into making your blog interesting and informative will not only improve your SEO, but your sales skills, as well. Writing, especially about granularities, hones one’s ability to communicate effectively on that topic – and if customers appreciate one thing, it’s clear and concise answers to their pressing questions.

 3.    Become Your Customers’ Trusted Adviser

There are mainly two types of consumers: price shoppers and value shoppers. The vast majority of small business sales and marketing departments prefer the latter because they lend themselves to relationship building and repeat business. By maintaining a quality blog with helpful content, you can easily build trust with value shoppers by providing them with the information they needed about your product, service, or industry in general – information that will establish trust. And, typically, trusting prospects turn into quality leads that turn into sales and revenue for your business.

 4.    First Comes the Blog, then Come the Comments

…then you have feedback for more excellent content! Truth: interesting, thought-provoking content will generate questions and comments which can then be turned into an additional post. Not only that, but business owners can learn an incredible amount from consumer comments and feedback (not even mentioning the amount of traffic they generate)!

5 Writing Techniques that'll Skyrocket your AdWords ROI

5 Writing Techniques that'll Skyrocket your AdWords ROI

This article was originally published on the Spectrum blog. 


Adwords, Google's primary advertising product and main source of revenue, isn't as simple as it looks. In fact, most Adwords campaigns fail to yield any ROI because, ultimately, advertisers on the platform don't know how to optimize their ads. Below, you'll find five ways to make the most of your 95 allotted characters and get a leg up on the competition:

1.    Get to the Point.

On average, advertisers will have about 7 seconds with searchers before they move on to another page. Of course, those seconds are divided between your ad as well as ten others (not to mention Google’s organic results). Advertisers can deal with this issue by quickly capturing the attention of consumers through ad copy that is tailored to the searcher’s query. For example, if someone is looking for cheap office furniture, the ad may want to mention price. This way, folks instantly know if they price qualify before they click through – saving money for advertisers.

2.    Specificity is King.

Never be generic in your copy. While generalities may lend themselves to the most clicks, they will not necessarily yield the most conversions, which are essential to a healthy ROI. Instead, strive to be as specific and granular as possible in your copy – prompting the right people to your landing page. For instance, if you’re a mover and provide several types of services – e.g. Residential, Commercial, International, Storage, etc., create a separate ad for each service using specific keywords. 

3.    Stand out – Include your UVP.

A UVP, or Unique Value Proposition, is what sets you apart from your competition. Do you offer free shipping? Does your product or service have a money-back guarantee? Will customers receive 24/7 support? Have you won any notable awards? Regardless of what makes you stand out, including it in your ad will up your chances for a conversion.

4.    Keywords are Key.

When you search a term on Google, it’s only natural to click on the results that contain those same words. Those same keywords will also be automatically bolded by Google in the SERP, or Search Engine Results Page. Therefore, to capitalize on human nature and Google’s algorithm, we suggest including your main keywords in the headline of your ad as well as the description lines. 

5.    Always have a Call to Action.

For your campaign to be effective, a searcher must know what’s waiting for them when they click through to your ad’s landing page. For example, if a searcher is seeking remodeling services, he needs to land on a page that’ll provide him or her with a quote. Spectrum suggests utilizing your second body line for a call to action.

5 Social Media Facts That’ll Blow You Away (And What They Mean For Your Business)

5 Social Media Facts That’ll Blow You Away (And What They Mean For Your Business)

This article was originally published on the Spectrum blog. 


According to the 2012 Social Media Marketing Industry Report:

  1. 94% of all marketing departments use social media to market their business
  2. Nearly 60% of marketers devote 8 hours/day to maintain and develop social media
  3. 43% of people aged 20-29 spend over 10 hours a week on social media sites
  4. 85% of businesses using social media report an increase in their market exposure
  5. After 3 years of social media marketing, 58% of businesses report increases in sales over that period

Well then, what do these numbers mean? For starters, they’re indicative of the fact that social media is no longer just a trendy, passing fad.

No longer are Facebook, Twitter and Google+ or the “Powerhouse Three,” as we like to call them at Spectrum, only relevant in the collegiate arena anymore. In fact, what we should gather from these well-researched statistics is that social media has changed the way businesses market to their customers – probably forever.

KNOW YOUR BUSINESS. ENHANCE YOUR BUSINESS.

The perpetual influence of social media is an undoubtedly difficult pill to swallow for some companies, especially small-to-medium sized businesses with owners that are already strapped for time as it is. Of course, different-sized companies use social media in different ways. If you fall into the “small-medium business” category, we suggest using social media to build a loyal, dedicated customer base by offering what only a local business can: personalized service. To do this effectively, you must truly understand your company’s strengths, target market and product or service niche. This will help you build your social media presence and company brand the way youwant, while also getting the exposure and ultimate sales results you need.

Tweet This: 3 Easy Ways to Secure Leads through Twitter

Tweet This: 3 Easy Ways to Secure Leads through Twitter

This article was originally published on the Spectrum blog. 


Mark Twain once ended a correspondence with “If I had more time, I would have written a shorter letter.” He meant, of course, that writing concisely is hard. It sucks, actually, and being limited to 140 characters per post on Twitter sucks, too. Many business owners struggle to find quick, engaging messages to send off into the Twittersphere – messages that will capture and hold the attention of people who could use their products or services (especially if it’s commoditized). After all, you’re not a professional marketer or copywriter, so how do you use this potentially lucrative platform as though you were? Follow these three simple guidelines to make the most of your Twitter account and reel in leads like a pro:

ASK Questions: Sending out questions to your Twitter followers is an exceptional way to grab their attention and show them that their opinion is valuable to you. Remember, good conversation doesn’t necessarily have to reek of controversy. In fact, you should generally avoid argumentative questions on your business’s Twitter. Instead, inquire about product ideas, service concepts, or anything else related to your industry or company. This way, you make it easy for people with an opinion to become engaged. SHARE Information: When we say “information,” we’re referring to content that your audience would appreciate that was not created by you. This is a win-win-win situation: your potential customers are engaged, your business is recognized, and your source is seen. Sharing captivating articles, compelling research or funny, industry-relevant content is a great way to start conversations and attract new followers to your business’s Twitter. SOLVE Problems:Twitter is constantly being used as a Question & Answer board. Use this as an opportunity! Browse until you find a question you are comfortable answering and tactfully give your best advice. This is a simple and effective way to brand yourself and your company as reputable and valuable –attributes that make clicking the “follow” button a much easier decision for potential customers.

3 Ways to Save Your Business Leads in a Massive Power Outage

3 Ways to Save Your Business Leads in a Massive Power Outage

This article was originally published on the Spectrum blog. 


On October 30, 2011, thousands of East coast schools and businesses closed their doors due to the massive power outages caused by Hurricane Irene. Nearly 3 million people lost power.

Today, exactly one year later, the East coast was hit again – this time by Hurricane Sandy, the annual “super storm” which has thus far left:

2.4 million in New Jersey

2 million New Yorkers

1.2 million Pennsylvanians

600,000 in Connecticut

     WITHOUT POWER.

The residual effects of extended power loss can be devastating for small-to-medium sized businesses, especially if most of their leads are driven by SEO and funneled through a company website.  Here are some steps you can take to ensure your business doesn’t lose business every year to Mother Nature’s (seemingly arbitrary) wrath: 1.      Homepage Messages

After widespread weather power outages, it’s important to communicate your company’s current state of affairs and expected progress plainly and concisely on the homepage of your website. Your current and potential clients will appreciate this level of attentiveness, as it will save them time and effort while simultaneously preserving your leads. Win-win.

 2.      Business Line Redirections

In the midst of a weather disaster, many businesses can lose their phone lines for days. To ensure you’re capturing every lead (and providing great customer service to boot), have your business lines redirected to the appropriate cell phone numbers. Yes, we understand that most of your resources are at the office, but customers will certainly appreciate your effort to put them in touch with a real person when they need one – and customers never forget.

 3.      Automated Email Responses

When coupled with the two aforementioned strategies, having an automated email response system can really help cover your bases. For example, while it may be frustrating for customers to receive a generic message in response to a question, the situation is made infinitely less stressful when that message contains information on how to contact a live person.

In preparation for Hurricane Sandy, the SEO Engineers at Spectrum have streamlined these, and other, processes for their East coast clients. Their efforts have helped business owners’ deal with the impact of the crises by saving them time, money and potential customers.