Web design solutions is one key area we focus on with our clients when developing digital marketing strategies.  We help our clients move away from the old web site design and instead create an engaging environment (engagement platform) to interact with their target customers.  We use the term engagement platform to better explain our new web site design solutions.

We are excited to announce the newly launched engagement platform for our Atlanta B2B client Nagle & Associates who focus on excellence in leadership selection in the healthcare industry.

Below you will see screenshots of their old web site design (left) and their new engagement platform (right).

CONGRATULATIONS!!!

Jeff Mello, Founder

I will be hosting the First Citizens Bank Small Business Seminar this Wednesday February 23rd. This seminar will focus on how small businesses can use social media to engage with their customers.

For complete details click here.

If you are unable to attend the seminar you can still view the presentation here…

Jeff Mello, Founder

The following were the first couple of lines from Dan Sewell’s  Boston Globe Article on December 10, 2010 “Goodbye, “Guiding Light.’’ Hello, YouTube.” Procter & Gamble Co., whose sponsorship and production of daytime TV dramas helped coin the term soap operas, has pulled the plug after 77 years. Instead, the maker of Tide detergent and Ivory soap — as well as shaving products from Boston-based Gillette — is following its customers online with a big push on YouTube, Twitter, and Facebook.”

As you can see from the above article snippets the social web is continuing to lay waste to old business models and especially to the revenue models of traditional media.  For too long the only way companies could get their messages out to their target consumers were to spend vast amounts of money on advertising through the traditional media channels (TV, Radio, Newspapers, and Billboards).

Now the smart companies are realizing they can choose to completely sidestep traditional media and reallocate those marketing dollars to enter into direct conversations with their target consumers through the use of the social web.  Communication tools such as Facebook, Twitter, YouTube, WordPress, Foursquare, Yelp, and Groupon are a just a small example of social channels companies can now employ for contests, deals, soliciting feedback, product reviews, and building brand loyalty among their consumers.

The following case study is an example of how I leveraged Twitter and Facebook and sidestepped traditional media to expand the reach of an automotive dealer.  As always the most important part of this case study was not how many “Followers” and “Facebook Fans” we received in one day but how we started to develop a relationship between a car dealership and their community.  By the way…this charitable event not only created good will for the car dealer but also led to an increase in sales!

As we enter into 2011 and beyond the smart companies will continue to explore how they can build better relationships with their existing customers and how they can attract new ones.  The social web will continue to grow as a major communication channel companies can utilize to not just grow revenue but also to solidify their customer relationships.

Jeff Mello, Founder

There are many options your company can use to increase website traffic.  Search engine optimization is the starting point.

When practicing search engine optimization properly your company’s website will organically (non-paid) rise up in the search engine rankings allowing for your company to be exposed to more potential customers.

If you have a party but don’t tell anyone about it then you can’t expect people to show up.

A properly executed search engine optimization strategy should use tactics both on your company’s website and beyond your website too.

Below is an example of the search engine optimization(SEO) service EOC offers our client’s for comparison purposes:

Google Analytics Setup

Keywords Research- Evaluation of which keywords to target

Keyword positioning reports- Benchmarking of keyword

Meta Tags (Titles and keywords)

Creation of robots.txt file

Creation of sitemap

Internal linking restructuring

Link building

DMOZ Submission

Setup of website sitemap

Alternate text added to images

Directory Submissions

Content analysis based on keyword research

Usability analysis/refinement

New page creation/copywriting

Monthly reporting

The two most important efforts of search engine optimization AFTER your website has been properly optimized in the setup phase is your blog and your off-site efforts.  Frequently updating your blog, link building on other websites, and participating in social media will drive your company’s organic rankings on search engines steering potential customers to you!

If you are going to pay a company a monthly fee to handle your search engine optimization make sure they are actually doing the work needed to drive up your search engine rankings. Too many client’s we have spoken with had SEO companies not really doing anything to justify their monthly fees.

Jeff Mello, Founder

Update: Checkout this article from eMarketer on 11/24/10 discussing how social media will be a big focus for SEO in 2011…”Why Social Media is Top Priority for Search Marketers“

We have met with so many companies that are still using old style “websites” that are filled with too much company jargon, are boring, not engaging, and offer their consumers no compelling reason to visit their sites again.  In the new world of communication are these old style websites the best way to represent companies online?  I hope you all agree with me that the answer is a resounding NO!

For this reason, we at EOC have stopped using the term “website” with our clients and now discuss the creation of “engagement platforms”.  Engagement platforms create an online presence for a company that presents company information, humanizes the company, and creates an environment for potential or existing customers to engage in a dialogue with the company.

People do business with people they know. If companies create an engaging environment that can draw consumers into a dialogue then it can bring them one step closer to creating a sale.

Jeff Mello, Founder

A big challenge facing your company right now is how to cross the digital divide.  How to take your offline business model and cross over into the digital space.

Having a digital footprint allows your company to break down the physical limitations of the offline world of commerce and allows greater reach of message along with better interaction with your target consumers.

The key is identifying who your target consumer is and where they reside online.  Everyone is NOT your target!  If you don’t know who your target consumer is then look at your revenue.  80% of your revenue is derived from your top 20% of customers.  Study your top 20% of customers who are driving the majority of your revenue.  Their habits both offline and online will help you create a roadmap for how you can grow your company’s digital presence.

Jeff Mello, Founder

“It’s easy to come up with new ideas; the hard part is letting go of what worked for you two years ago, but will soon be out of date.” — Roger von Oech

I am tired of hearing the words B2B and B2C!  I don’t understand why people continue to break engagement into categories.

I was in a meeting with a potential client last week and this discussion came up since their company is focused on effecting businesses and not consumers (B2B).  I decided to bring up the discussion of how I believe B2B & B2C = BS and he immediately says “I don’t agree.”  I then proceeded to explain myself and by the end of that part of our conversation he was shaking his head in agreement.

Here is why I believe B2B & B2C = BS…

In every sales transaction there are two people that are needed to make that transaction happen.  A marketing plan is not designed to move a physical building is it?  NO!  You are developing a strategy to move an individual or individuals within a business to purchase a product or service from you.

In the new communication world we are living in it all comes down to engagement.  People engaging with people!  That is the point of social media.  To be social.  Think beyond a company logo and focus on your target consumer…that’s the secret when it comes to building out your Marketing/Communication strategy.

Jeff Mello

Founder, Evolution of Communication

I would like to introduce the newest member of Evolution of Communication…

Aaron Becker, Senior Developer

Over the past 10 years, Aaron has developed a vast array of development skills.  He has experience in both graphic design as well as software and web development.  He has worked on everything from logo design, web page development, to complex software development.  Aaron has worked with numerous design firms, and has worked as a freelance software and web developer for many years.

If you are tired of Corporate America, like to “Work Hard Play Hard”, and are looking to join a growing company then please send me an email jeffmello@evolutionofcommunication.com with either your resume or LinkedIn.

Jeff Mello

Founder, Evolution of Communication

This past Friday I was invited as a guest of “The Business Hour” with Ron Comacho to discuss Digital Marketing and what Evolution of Communication offers clients.  The following are segments from the radio show.

Segment 1:

In this segment we discuss Website Development, Search Engine Marketing, and other various Digital Marketing topics.

Segment 2:

In this segment we discuss Pay Per Click, Social Media, ROI Models, and other Digital Marketing Topics.

Segment 3:

In this segment we race to cover all the rest of what Evolution of Communication offers our clients along with my background.

I hope you enjoy this candid look at how I view the new approach for companies to reach consumers.  I do talk a lot, I drink a lot of water, and I know you all will be surprised to see my iPhone often in my hand.

Jeff Mello

Founder, Evolution of Communication

Every company that decides to get involved in social media asks the same questions…what does success look like and how can I measure it?  The Social Media ROI Model attempts to create a measuring system designed to capture the cause and affect of all the hard work that goes into executing a social media strategy.

One of the main points I wanted to drive home in this presentation is the concept of “Engagement Value“. Companies sometimes spend a majority of time focused on attracting new customers when really they should be focused on taking all the steps necessary to retain their existing customers. Done right social media can be an amazing communication tool to strengthen your company’s relationships with existing customers.

“Engagement Value” as presented here is a way to place a monetary value on customer engagement through social media.

This model serves as a starting point and will continue to adapt to the changing communication landscape around us.

Lastly…not every company will utilize every piece of this Social Media ROI Model.  A small business does not have multiple departments to track BUT they can take the basic premise to measure if what they are doing in social media is helping them achieve their business goals.