User Experience

How Snackable Content is Going to Power Your Future User Experience

Posted On: June 20,2017 by: Kristine Jacobson

The User Experience (UX) Needs to Continually Evolve There’s no doubt that snackable content is the way of the future. According to a study by Microsoft in 2015, people now have an attention span of eight seconds – down from 12 seconds in 2000. Who knows how short attention spans will be five years from now, or even next year! Social media fuels the fire - so to speak - for the decline, allowing people to absorb information quickly, in tiny snippets. This bite-sized revolution is now spreading into all types of digital content. In fact, it is going to…

Social Media - from a Gen Zs perspective

Social Media Through the Eyes of Generation Z

Posted On: June 19,2017 by: admin_conveyancemarketing

Guest Blog from an Actual Gen Z'er, Jessi Adler Born sometime between the mid-1990s and early 2000s, Generation Z is a demographic that's understood by almost no one, including ourselves. Although some of us were born into a world where the Internet was in its infancy, our generation is sandwiched between the generation that had to learn to use the Internet and one that has never known life without it. The Internet was introduced to the world about the same time we were, so that means that as we took our first steps, so was the Internet; email, for example,…

Using Instagram for Business

The Top Web Design Tips and Trends for 2017, Part 2

Posted On: May 24,2017 by: Kristine Jacobson

Web design features and functionality that meets the needs of your business operations and audience In our last blog, we talked about some of the basic web design trends of 2017. We discussed the User Experience (UX), video content, colors, layouts, and typography. If you missed it, check it out here ! To complete our top ten list, we want to discuss some lesser-known design styles and cover some of the ways that enhanced analytics are impacting the industry as a whole. 10 Web Design Trends and Tips for 2017 6. Tactile Design Trend:  This trend has been around for…


The Top Web Design Trends and Tips for 2017, Part 1

Posted On: May 19,2017 by: Kristine Jacobson

Not fads but the future of web design ... Web design trends are constantly evolving. As we approach the midpoint of 2017, it’s time to see how things are shaping up for the rest of the year. Some trends have spilled over from 2016, while others are just now beginning to pick up steam. If you already have a website, it’s probably time to think about refreshing it and incorporating some of today’s hottest design aspects. These elements aren’t just fads; they are a window into the future of web design. 10 Web Design Trends and Tips for 2017 User…


Leadership Tips for Small Businesses

Posted On: May 12,2017 by: Kristine Jacobson

Leadership is all about taking people on a journey. “Only the guy who isn’t rowing has time to rock the boat.” - Jean-Paul Sartre Many small business owners struggle with leadership. It’s not a one-size-fits-all function, which often makes it more difficult to grasp. Instead, it’s more of a work in progress; what works for certain team members may not work for others. When it comes to small businesses, effective leadership is critical; it can be the difference between surviving and thriving. As Sartre says, if you spend all your time rowing, you’ll never find a way to grow. 10…

Cute young college student with friends at the back

Who’s Your Target Market, Part 4 of 4: Marketing to Gen Z

Posted On: May 05,2017 by: Kristine Jacobson

Marketing to Gen Z In our last post, we covered the Millennial generation and its love for all things digital. If you missed it, go back and have a read. It begins by talking about why defining and analyzing your target market is so important when it comes to developing a messaging platform and strategy. The more you know about your audience, in this case marketing to Gen Z, the easier it will be to reach them and speak to them - in a language that they understand and respond to. In today’s article, we’ll be wrapping it all up…

Marketing to Millennials

Who’s Your Target Market, Part 3 of 4: Marketing to Millennials

Posted On: April 20,2017 by: Kristine Jacobson

Marketing to Millennials We’ve been working on a four-part series about target markets recently. Knowing how your consumer thinks, feels, and behaves is crucial when you are developing a marketing strategy. You can’t just assume that everyone will want to purchase your product or service. The more you can tailor your message, in this case marketing to millennials, the better those precious marketing dollars will be spent. In our first post, we went over everything you need to know about the value-conscious Baby Boomers. In our last post, we discussed the extremely powerful Gen Xers - who are wary of advertising…

Marketing to GenX

Who’s Your Target Market, Part 2 of 4: Marketing to Gen X

Posted On: April 10,2017 by: Kristine Jacobson

Marketing to Gen X In our last post, we talked about the generation with the most buying power in today’s marketplace, the Baby Boomers. It begins by talking about why defining and analyzing your target market is so important when it comes to developing a messaging platform and strategy. The more you know about your audience, in this case marketing to Gen X, the easier it will be to reach them and speak to them - in a language that they understand and respond to. In today’s post, we are going to talk about Generation X, sometimes called the “Baby…

Mature couple having fun in countryside

Who’s Your Target Market, Part 1 of 4: Marketing to Baby Boomers

Posted On: April 02,2017 by: Kristine Jacobson

Marketing to Baby Boomers In today’s highly competitive marketplace, it is essential to know your target audience. If you assume that everyone is a potential customer, you may as well flush your marketing dollars down the drain. You need to know the age, gender, economic profile, lifestyle, technological sophistication, and consumer behavior of your potential customers. The more you know, the more you can tailor your messaging to the voice and delivery method that is the most effective for them. In today’s post, we are going to cover marketing to Baby Boomers – or “Boomers” - the largest segment of the…


Website Design Strategy: Above the Fold

Posted On: March 18,2017 by: Kristine Jacobson

Why Should Above the Fold Matter in Your Website Design Strategy There’s always a lot of back-and-forth between marketing companies in regards to the importance of having items – especially calls-to-action – above the fold when talking website design strategy. While the debate will never cease on the call-to-action front, there’s no denying that what goes above the fold of your website should be compelling and thought-provoking. It’s the most coveted space on your website. If you have a website or are just beginning to design one, you need to know why “above the fold” is so crucial. What Does “Above…

Turning Tech Talk into Business Action

Turning Tech Talk into Business Value – Marketing Tech

Posted On: March 10,2017 by: Kristine Jacobson

Marketing Tech ... Does Your Marketing Company Speak Geek? At Conveyance, many of our clients are technology-centric and serve as disruptors within their markets. From start-ups with innovative hardware or software solutions to established consulting companies looking to define a new niche, we’ve seen it all. When many of our clients come to us, they are just beginning to move their product from the research and development arena to the marketplace – what an exciting time. Our clients are masters at developing products and services that break the mold; but turning those product and services specifications into business value is…

Raising Money for Your Business

Raising Money for Your Business

Posted On: March 03,2017 by: Kristine Jacobson

We can guide you through the fundraising process and supply you with the marketing support that you need to sell your idea. Raising money to get an idea off the ground can be both exhilarating and frustrating. Whether you are a tech startup looking to launch a new app or an entrepreneur seeking to expand your geographic footprint, finding enough funding can seem like an impossible task. There are more options today than ever before. There are popular crowdfunding websites, government-backed business loans, and even television shows like Shark Tank that try to match innovators with investors. If you are looking…

Creating Powerful Pitch Deck

Creating Powerful Pitch Deck

Posted On: February 25,2017 by: Kristine Jacobson

A well-designed, brand-consistent, and logical pitch deck could turn into the best investment you’ll ever make in your business. Presentations are a crucial part of the business development process. Whether you run a company or want to establish one, you can use a pitch deck to sell your services, seek venture capital funding, or ask an investor for money. Since a good presentation could literally propel your business forward – and a bad one could end it – we decided to put together some tips for preparing one that is not only memorable, but successful. 5 Tips for an Awesome Pitch…


Social Media Tips

Posted On: February 10,2017 by: Kristine Jacobson

What Should You Really Be Posting on Social Media: Facebook, Instagram, and Twitter? It may seem silly, but do you have a unique strategy for every social media outlet? Followers on every channel expect different things. Some want more behind-the-scenes details while others may be looking for tips or inspirational quotes. If you’re posting the same thing everywhere, there’s a good chance that you are wasting your time. Facebook Go behind the scenes. Facebook users want to know what’s going on behind your professional persona. Inspire and motivate. People troll Facebook all day long – at their desks, on the…


The Benefits of an SBA Certification

Posted On: February 06,2017 by: Kristine Jacobson

The Different SBA Certification There are several programs offered by the Small Business Administration (SBA) that can be advantageous to your business – if you qualify. The programs center around socially and economically disadvantaged business owners, veterans, and Historically Underutilized Business Zones (aka, HUBZones). If your business can be certified in one of these areas, the benefits of SBA Certification can be significant when it comes to competing on government contracts. There are five major SBA government contracting designations: Woman-Owned Small Business – Also known as WOSB, if your business is at least 51% owned by a woman who runs…

Testimonials in Business

Testimonials and Your Business

Posted On: February 01,2017 by: Kristine Jacobson

Testimonials are the most important tool in your arsenal to market your business. Testimonials add validity to your business - and to your products or services - by speaking to your audience in an unbiased, empathetic way. If you’ve never considered using them, it’s time to recognize their powerful potential. Why Do Testimonials Work? It's unfortunate, but we live in an era of sophisticated scam artists. In the good old days, a professional website could convince clients that you were a legitimate business. Now, scammers go to great lengths to fool people. Because of all the deception out there, customers…

Snackable Content

How to put Snackable Content on Your Menu

Posted On: January 23,2017 by: Kristine Jacobson

Anything that can sound both meaningful and adorable at the same time is bound to become a buzzword. Enter one of the latest terms to infiltrate marketing circles: snackable content. What Exactly is Snackable Content? Although the phrase hasn’t been around that long, the concept has. Back in the late nineties, I heard the term "scatter stories" being thrown around college campuses and high schools. The internet seems to have no knowledge of that phrase, though, except in one document I discovered from a yearbook publisher. Scatter stories had precisely the same premise as snackable content: break content down into…


Our 10 Favorite WordPress Plugins

Posted On: January 13,2017 by: Kristine Jacobson

What's a Plugin? WordPress is one of our favorite website publishing platforms. A lot of people still think of it as a blogging tool, but it’s really more of a content management system, or CMS, for your website. WordPress is intuitive, easy to use, and open source – which means that anyone can build a Plugin or widget to work with it. There are currently more than 48,000 WordPress plugins from which to choose. Technically-speaking, a plugin is a piece of software that allows you to add some sort of functionality to your website. A plugin could enable you to do anything…


The Only 10 Slides You Need in Your Pitch Decks

Posted On: January 05,2017 by: Kristine Jacobson

I am a big fan of Guy Kawasaki, I read everything I can find from him. This blog and infographic on the Corporate Pitch Decks are from the Guy Kawasaki website and referenced in one of my favorite books, The Art of the Start. At Conveyance we create pitch decks for many of our Northern Virginia clients - for sales, for investment, for analyst briefs and for corporate introductions - we live by the 10/20/30 Rule of PowerPoint. I am evangelizing the 10/20/30 Rule of PowerPoint. It’s quite simple: a pitch should have ten slides, last no more than twenty…


2017 Instagram Marketing Trends You Need to Know

Posted On: December 23,2016 by: Kristine Jacobson

Instagram is capturing and sharing the world's moments ... are you onboard? When Mark Zuckerberg purchased Instagram in 2012, many people thought he was crazy. Now as we approach the five-year anniversary of that acquisition in April, Zuckerberg must be pretty amused. When he bought the fledgling company, it boasted approximately 30 million users. As we closed out 2016, it had hit over 500 million – and it's still growing. Instagram is a mecca for visual storytelling, it presents a prime opportunity to market yourself and your business. Just like any social media, it is changing rapidly to meet market demands.…


Marketing Strategy 101: What is Your Competition Doing?

Posted On: December 16,2016 by: Kristine Jacobson

Is your competition beating you? While it’s crucial to keep moving forward in business, searching for the next "big thing,” it's also important to look back at what your competition is doing; this is basic marketing strategy. Too many companies fail to utilize the free intelligence from their competitors. What is working for them? What isn’t? You can learn a lot from another business’ successes and failures – without having to invest a dollar of your own. An excellent way to benchmark yourself is to objectively look at where your competitors are and how they are doing. You can't just assume that…


Blogging and Content Marketing are not SEO

Posted On: December 09,2016 by: Kristine Jacobson

We'll let you in on how Blogging, SEO and Content Marketing work together. In our line of work, we see a lot of confusion when it comes to blogging, content marketing, and Search Engine Optimization (SEO). Writing a blog or placing the popular term “content marketing” on a proposal, sales collateral or website does not mean that you are conducting SEO. Blogs = Tool Blogs are simply words on a webpage. While they can contain some keywords that help direct organic search traffic, they are merely one method for carrying out an effective SEO strategy. Blogs by nature are more of a…


2017 Marketing Plan

Posted On: December 02,2016 by: Kristine Jacobson

“Success is where preparation and opportunity meet.” – Bobby Unser As 2017 approaches, it’s time to review your marketing plan and look ahead at new strategies for the New Year. Marketing is more challenging today than ever; audiences are not only easily distracted, but they are unpredictable – with information, technology, and devices at their fingertips that impact their buying behaviors and decisions. You cannot fly by the seat of your pants when it comes to marketing in this ever-changing, fast-paced world of digital media. Refreshing your marketing plan each year will ground you and give you the strategy and…


Small Business Start Up Strategies – Spend Wisely

Posted On: November 23,2016 by: Kristine Jacobson

Dear Entrepreneur, Plan to Spend More Than You Think Ninety percent of startups fail. It’s a fact. And the cold, hard truth is that they all usually fail because of the very same reason: lack of capital. When you are starting a business, it's crucial to overestimate expenses. You need to have enough cash to open your doors, find customers, and then give them time to tell their friends how much they love you or your product. If you don’t have enough money to do that, then you aren’t ready to open your doors. Cash is king. The amount of…


7 Unusual Business Tips from Entrepreneurs Around the World

Posted On: November 11,2016 by: Kristine Jacobson

Entrepreneurism is thriving globally. I am teaching a class on entrepreneurism as part of the Loudoun County Chamber of Commerce’s Young Entrepreneur Academy (YEA) initiative. Our classroom is full of bright and curious students ranging in age from 13-18. It is a diverse crowd but they are all budding entrepreneurs with big ideas. Each week I look for interesting tidbits of information to share with them; I stumbled across this article on and thought I’d share it with you as well as my budding student entrepreneurs. Small and mid-sized businesses are playing a pivotal role in today’s global economy,…


Impact of Website Redesign on SEO

Posted On: November 04,2016 by: Kristine Jacobson

Consult an SEO expert before doing anything drastic to your website. Website changes can drastically alter your search engine optimization (SEO). When your site is altered significantly, search engines can get confused because each development platform or content management system (CMS) uses slightly different source code (or nomenclature). When you adjust how pages are named, you can lose all the SEO history and equity you have put into those pages – essentially crippling your SEO and your ability to be found online – overnight. The most common changes that can impact your site SEO are: Shifting to a new domain name…


Raising Your Website from the Dead

Posted On: October 31,2016 by: Kristine Jacobson

We live in an age where technology is obsolete as soon as it lands on a store’s shelf. It isn’t just limited to cell phones and computers; your website is has a limited life. Marketers are constantly looking for ways to give their clients an edge in the digital world. If your website is three years old – or even three months old – it probably needs some sort of refresh. Customers expect you to have a current, freshly-updated site at all times. If you don’t, you are missing the chance to give your business credibility – which is increasingly…


Is Your Website a Dead Body? 10 Tips for Improving your SEO

Posted On: October 27,2016 by: Kristine Jacobson

Bring your website back to life with help from Search Engine Optimization (SEO) I'm sure you've seen the meme that says the best place to hide a dead body is on the second page of Google search results. While it's funny, it's also true. Most research indicates that 95 percent of all search traffic comes from the first page. That number should amaze and scare you. If your site isn't on page one, there’s a good chance that no one is finding you. Google has made you a ghost... you need SEO! A little bit of search engine optimization (SEO)…


Understanding the Basics of Color Theory

Posted On: October 20,2016 by: Kristine Jacobson

Every Color has Unique Tones and Meanings Color theory, which is made up of dozens of concepts and design applications, creates a structure for how we use and describe color. It plays a major role in the visual communication of your brand - every color has its unique tones and meanings. By carefully selecting your colors, you can reinforce the overall message. Understanding the facets of color theory will help us better appreciate the color that surrounds us in all of its different hues, saturations, tones, tints and application. The terms and principles illustrated in the infographic below are widely…


Making the Most out of Google AdWord Search and Display Ads

Posted On: October 14,2016 by: Kristine Jacobson

Google AdWords is a highly popular way to advertise your business online. Google AdWords search and display ads are an effective way to augment your online marketing strategy, and since you only pay Google if someone clicks on the ad or calls you, it’s also very affordable. Like everything, though, AdWords has some quirks. The better you understand how it works, the more you will get out of using it as a marketing vehicle for your business. What are Search Ads? AdWords Search Ads are simply the text advertisements that you see in your search engine results. They may show…


How to Pen Your Vision Statement and Mission Statement

Posted On: September 30,2016 by: Kristine Jacobson

Does your company have a clear vision statement and mission statement —and giving you the focus you need to succeed? Vision and Mission are important components of an organization’s strategic plan. However may find it difficult to delineate the difference between a vision statement and a mission statement and end up misusing them. Some struggle with how to even begin to put them to paper. We think it’s important to have a clear understanding of these concepts and their differences. So we’re bringing it back to basics and have created a downloadable infographic and outlined each below to help you to understand…


Don’t Get Ubered – Have a Strategic Vision

Posted On: September 23,2016 by: Kristine Jacobson

Just like Google made its way into our lexicon as a verb, Uber is now doing the same thing. Companies have a fear of being "Ubered" – or blindsided by a marketplace disruptor. There are ways you can prepare your business for something of this caliber, even though it may seem impossible. The two critical ways you can prepare for your Uber is to have a strategic vision and a roadmap for success. What Does Getting Ubered Mean? Uber disrupted the taxi industry. The definition of a disruptor is an innovation that changes the way we think, act, or go about our…


The Importance of Brand Unity in Your Multichannel Marketing Plan

Posted On: September 16,2016 by: Kristine Jacobson

The image your brand broadcasts to the public must be consistent with your corporate goals, target demographic, and overall marketing strategy. Believe it or not, brand unity is getting harder and harder to achieve. The days of employees working at one location, during the same hours, are far behind us. In today's work environment, businesses strive to be flexible – allowing workers to telecommute and work odd hours. In larger corporations, employees in the same department could be spread throughout offices in different cities or countries. If you don't see your coworkers every day – or even see the building…


Event Promotion and Strategy Part 2: Customer Appreciation Events

Posted On: September 09,2016 by: Kristine Jacobson

Why hold a Customer Appreciation Event? Customer Appreciation Events are a fantastic way to retain business, impress new clients, and thank loyal customers. Just like other marketing events, a successful appreciation party requires smart planning and agile coordination. Your event should be a celebration of your business and its clientele. It's not a time to up-sell clients or pre-sell a new product. An exceptional event will solidify your relationship with your customer base, and it will remind them why they do business with your company in the first place. How can I create a memorable event? Planning – Start planning…


Event Promotion and Strategy Part 1: Trade Shows

Posted On: September 02,2016 by: Kristine Jacobson

Trade shows are an excellent way to market your business. Why trade shows? Audience – There may be no better way to reach your target audience than at a trade show. Your customer base comes to you; they are tailored to bring in a specific set of people. Impact – Trade shows allow you to make a first impression on a lot of prospects at one time. If you do it right, you will be able to make a lasting impact on potential customers … far greater than what a flyer or postcard could accomplish. Credibility – Your trade show…


Print … the New Luxury Item in Marketing

Posted On: August 26,2016 by: Kristine Jacobson

Print marketing is having its own sort of renaissance right now Within the past decade, the pull of the digital world made most marketers abandon print completely. So now, when you receive something that you can actually touch and feel, it’s pretty special. Postcards, flyers, and brochures have become luxury items just because they are rare. With this drought in the tactile world, there is opportunity. Here’s why print is making a comeback Targeting No matter what marketers do online, they can’t guarantee that they can reach every person in a geographic area. Yet, the United States Postal Service can.…


Beating the SEO Plateau, Part 3: Analytics

Posted On: August 07,2016 by: Kristine Jacobson

Responding to SEO Analytics In our past two blogs, we have discussed how content and audience can help you get over the dreaded SEO Plateau. The third - and final thing you need - to push past the stagnation is analytics. Google Analytics, Yahoo Web Analytics, Compete, Crazy Egg, and other services offer a wide array of tools and statistics for marketers to exploit. Sometimes, though, knowing how to act on the information provided is just as important as getting the right data. Keep on top of organic traffic. Use your analytics tool to filter data based on where your organic…


Beating the SEO Plateau, Part 2: Audience

Posted On: July 29,2016 by: Kristine Jacobson

Augmenting your Audience In our last blog, we talked about how content is key to getting over the dreaded SEO Plateau. By personalizing it and distributing it in different ways, you will be able to reach a broader audience. It's imperative to grow your audience continuously when it comes to beating that Plateau, which is why Part 2 is all about expanding your audience. Broaden your keywords. Once you have desired results on the most competitive keywords in your industry, you can’t just sit back and relax. You should constantly be looking for new keywords to bring into your SEO…


Beating the SEO Plateau, Part 1: Content

Posted On: July 22,2016 by: Kristine Jacobson

Content is still king when it comes to beating the SEO plateau You’ve worked hard to get your website ranked well with your most relevant keywords, and you've started to see traffic from organic search results. All your hard work to increase your search engine optimization (SEO) has finally paid off. Then, abruptly, the organic traffic starts to level off. You’ve hit the nasty little secret no one has told you about: The SEO Plateau. Every business that markets online will eventually hit it. To get yourself over it, though, your SEO strategy has to evolve continually. We believe that…


Perception Campaign: How Do Your Customers and Prospects Really See You?

Posted On: July 15,2016 by: Kristine Jacobson

Know What's Working and What's Not by Conducting a Perception Campaign At Conveyance Marketing Group, one of the many services that we offer clients is Perception Campaigns. During a Perception Campaign, we delve into the wins and losses of a business to find out two very important things – what works well and what doesn’t. Every campaign is customized to fit the needs and wants of our clients. No two companies are alike, so no two Perception Campaigns are alike. We appreciate that each client is unique, and we take that into consideration when crafting the campaign. Each Perception Campaign is…


Branding – Words Matter!

Posted On: June 30,2016 by: Kristine Jacobson

“Either write something worth reading or do something worth writing.” Benjamin Franklin knew the importance of words. In marketing, words are influential and valuable; they should convey who your business is by promoting your brand. And just like all other branding efforts, your words need to show consistency, differentiation, and customer focus to be effective. Consistency is crucial in branding. Your message needs to be consistent in order for your audience to feel like they understand your business. Let’s pretend that you own a therapeutic massage business. If you extol the benefits of massage for athletes on all your digital…


Brand Basics – Know Who You Are

Posted On: June 25,2016 by: Kristine Jacobson

Finding your voice, knowing your strengths, and outlining your goals are all crucial to brand development and knowing who you are as a business. We live in a world of judgement: it’s human nature. We size up every business we come across and decide whether or not we like it - all within a matter of seconds. In this environment, it’s imperative to define your brand values and know who you are as a business. If you aren’t certain, then how will customers know who you are? Establishing the brand personality of your business is quite easy … Institute a mission and…


Product Marketing: Creative Ways to Sell

Posted On: June 17,2016 by: Kristine Jacobson

Showing your audience why your product is better and how it fits into their lives takes a lot of skill. Selling a product is challenging and presents unique hurdles. Consumers seek reviews and referrals, align themselves with certain brands, and are price-conscious. With all these things to consider, marketers are becoming increasingly innovative with their sales tactics. There are four basic ways to get creative when it comes to selling your product: Show it in action. Present it in an original way. Be thought-provoking or inspirational. Use humor. Show it in action. With the onslaught of video everywhere on social…


Branding with Creative Imagery

Posted On: June 10,2016 by: Kristine Jacobson

Be imaginative. Be expressive. Be original Creative imagery is alive and well in today’s marketing campaigns. It is simply imagery – the ability to form mental images from things or events – that is imaginative, expressive, and original. It’s truly amazing what some companies come up with to brand, package, and market themselves. Every business should use some creative imagery at one time or another to enhance their advertising. Here are the three way to bring creative imagery into your marketing efforts: Creative Imagery in Branding Branding includes consistency, differentiation, and customer focus. No one is better at branding than…


Instagram for Business: What You Need to Know

Posted On: June 02,2016 by: Kristine Jacobson

New changes are going to make Instagram an even bigger social media player There’s no doubt that Instagram is putting its own stamp on social media marketing for businesses. They have more than 200,000 active advertisers and tout that half of their users follow at least one business user. With those statistics in hand, Instagram is finally stepping up to cater to its business clientele, much like Facebook did years ago. Along with testing a new algorithm that will prioritize feeds based on what they think users want to see (instead of simply showing posts in reverse chronological order), Instagram…


Reputation Management and Social Media

Posted On: May 25,2016 by: Kristine Jacobson

The right social media strategy manages your online reputation. I recently came across a quote from Steve Dorfman, Founder of Driven to Excel, a company that helps businesses improve their customer experience. It said, “You can either affect your online reputation or be at the affect of it.” It brought up a great point: When social media changed the landscape of what a company’s online presence should look like, it also changed the idea of reputation management as a whole. There’s no longer a trickle-down approach when it comes to a company’s interaction with their customers. Customers now have the…


Maximize your Twitter Marketing

Posted On: May 20,2016 by: Kristine Jacobson

Quality content, thoughtful wording, and smart engagement will bring you success “Hashtags” have become part of our vernacular. Second only to Facebook, Twitter has changed the face of social media with just 140 characters. You can tweet, retweet, and comment on a variety of topics - ranging from a coworker’s commuting rant to a selfie from Pope Francis. Businesses use Twitter as a way to boost sales and promote brand awareness. It’s a great way to distribute content and establish your company’s voice. As with all social media, you have to implement a strategy in order to be successful. Here…


Tips for Refreshing Your Logo

Posted On: May 14,2016 by: Kristine Jacobson

Logos need occasional updating. We recently had a client, Ami Byers of Byers Wallpaper & Painting, come to us for a logo refresh. Conveyance designed her original logo six years ago, and she felt that it was time to do a little updating. It was a great reminder that logos do in fact have a shelf-life. We talk all the time about trends in graphic design because we follow them. We want our clients to have modern designs that appeal to what their customers want to see right now. If we can’t help our clients get business right now, then…


Voice Search Optimization

Posted On: May 02,2016 by: Kristine Jacobson

“Siri, who let the dogs out?” “OK Google, how do I get home?” “Alexa, what is the meaning of life?” There’s no doubt that search engines set the rules when it comes to your website and your content marketing. As a business, you constantly have to keep up with search engine trends as it impacts your ability to be found online. The biggest movement from the last few years that should be affecting your search engine optimization (SEO) tactics TODAY is the increase in voice searches over traditional typed searches. Today, one in five consumers are using voice searches. Of…


Graphic Design Trends for 2016

Posted On: April 25,2016 by: Kristine Jacobson

A Tale of Polar Opposites The graphic design trends that we are seeing in 2016, are a tale of polar opposites. It’s illustration versus realism, and minimal versus bold. Here are Conveyance’s top ten graphic design trends to watch for 2016: 2D Animation and Cinemagraphs – 2D animation is simply old-school animation - think Disney movies like Cinderella and Fantasia. Cinemagraphs are still photos with minor movements. The resulting picture comes in either GIF or video format and gives the illusion of movement – just enough to catch someone’s eye. These have been all over Facebook as of late. Illustrations –…


Target Market Analysis – Know Your Generation

Posted On: April 21,2016 by: Kristine Jacobson

Baby Boomers • GenXers • Millennials • DIY When you are trying to market to new clients, it’s important to meet your target audience on their own terms. If you don’t approach your clients and prospects in a way that they can appreciate and digest, then you won’t be getting through to them at all. There are three major buckets that most of your audience will fall into: Baby Boomers, GenXers, or Millennials. You may have targets in more than one category depending on your products and services, so keep that in mind. As long as you understand the characteristics…


Conveyance Logo Creation Process

Posted On: April 15,2016 by: Kristine Jacobson

We take the branding principles of consistency, differentiation, and customer focus to heart Creating a logo takes a lot of planning and creativity. At Conveyance, our logo creation process is all about capturing the essence of a client. Branding begins with a logo, so getting it right is extremely important. We have six steps when we develop a logo: Researching. Once a client decides to have us design their logo, we send them what we call a “Brand Personality” worksheet. We use this worksheet to help establish the company’s likes, dislikes, and needs. When we meet with the client, we…


The 7 Habits of Effective Social Media Marketing

Posted On: April 10,2016 by: Kristine Jacobson

We’ve all heard of The 7 Habits of Highly Effective People by Stephen Covey. You can find 7 Habits of Happy Kids, 7 Habits of Successful Entrepreneurs, and 7 Habits of Successful Pirates if you do a simple Google search. In honor of Covey’s simple, yet effective managerial wisdom, we’ve come up with our own time-saving version: 7 Habits of Effective Social Media Marketing Have a plan. Social media needs a strategy and that strategy should be cohesive with your overall marketing plan. When you approach social media, you need to have some basic knowledge about your business, the marketplace, and…

10 Tips to Create the Perfect LinkedIn Profile

Posted On: April 04,2016 by: Kristine Jacobson

The best way to network and connect with other businesses is through LinkedIn. With more than 100 million users in the US, LinkedIn boasts that approximately 75 percent of its user base is employed by large companies - those having more than 1,000 employees. LinkedIn also finds itself with more members in the 30-64 age range than its social media cohorts. The most important thing to do on LinkedIn is to set up, and maintain your profile. Here are our 10 tips to creating a professional LinkedIn profile. Make sure to mention the industry you work in. Simply indicating your industry can get you 15 times…


Convey It: Instagram, Use it for Your Business!

Posted On: April 03,2016 by: Kristine Jacobson

Instagram is a critically important in branding your business If you’re reading this post, you’ve already realized one fundamental fact: Instagram is a critically important social network. As one of the most effective brand-building tools available today, this photo-sharing app is increasingly important for every kind of business. Instagram is now a hub where regular people find (and judge) the visual identity of a business. Without a strong Instagram presence, companies risk being ignored or forgotten, especially among the next generation of consumers. Among American teens and twenty-somethings, Instagram is actually considered the single most important social network. For some,…

The Internet Is a Zoo: The Ideal Length of Everything Online

Posted On: March 28,2016 by: Kristine Jacobson

We get questions about social media, hashtags, email, blogging, and domain names all the time ... how long, how often, when, why, which platform is best. We are active SumAll clients and came across this handy infographic (printable too!) that visually demonstrates the ideal length for everything digital. Conveyance Marketing Group is a marketing and web development company with a passion for delivering strategic, sustainable and affordable marketing and web solutions to start-ups and small businesses. Our service offerings include video, Search Engine Optimization (SEO), inbound marketing, graphic design, logo design, advertising and web design. Our creativity is limitless, let…


Content Marketing: Bringing Marketing Back to its Core

Posted On: March 23,2016 by: Kristine Jacobson

An educated consumer is a better consumer. Content marketing is a hot term in the marketing world right now. Although it isn’t a new invention, it’s a new way of looking at marketing strategy as a whole. It’s the act of educating your target audience via valuable content: ebooks, infographics, blogs, survey results, video, podcasts. The goal is that your audience will appreciate your content and will eventually reward you with their business – because you have proven yourself as an expert on alleviating their pain. Advertising tactics in the past were very “in your face” and repetitive. Today advertising…


Content Management Strategy Courtesy of Ben Franklin

Posted On: March 18,2016 by: Kristine Jacobson

Words are more strategic. Words are more effective. Words persuade. I came across a quote the other day that I haven’t seen in a while. It’s from Benjamin Franklin, one of our Founding Fathers and an indisputably brilliant man. He said, “Give me 26 lead soldiers and I will conquer the world.” The 26 “lead soldiers” he was referring to were the 26 letters of the alphabet, in the form of letterpress printing blocks that I’m sure he became very familiar with during his days of publishing Poor Richard’s Almanack. The sentiment is rather deep, especially when you think of…


Convey It – Copywriting Tool Chest

Posted On: March 12,2016 by: Kristine Jacobson

Here's the skinny on topic generation, titling, and voice When it comes to writing copy for content marketing campaigns, blogs, and website content, some days you enjoy a wonderful flow of ideas but other days you stare at the screen for hours hoping for some kind of inspiration. We’ve all experienced days like these. And regardless of whether the ideas come easily or painstakingly slow, there’s a good chance that you aren’t uncovering all the potential topics available for your next piece. Everyone who writes can benefit from additional resources and insights in content topic generation, titling, and voice -…


Web Branding: The Benefits of Top-Level Domains

Posted On: March 10,2016 by: Kristine Jacobson

Be one-step ahead of your competition when the new domain names catch on Within the past two years, ICANN (the Internet Corporation for Assigned Names and Numbers) has released more than 1,000 Top-Level Domains – TLDs for short. A TLD is simply a little word or set of letters that comes after the “dot” in your web address. The most common TLD is “com,” of course, closely followed by ones like “edu” and “org.” ICANN’s new TLDs are just common words like “marketing” and “coffee,” along with cities like “london” and “boston.” They also created the ability for a company like…


Convey It: Rebranding Your Business

Posted On: March 06,2016 by: Kristine Jacobson

Is your brand current? Does your business need a minor or massive makeover? Here are a few questions to help you decide if your brand is in need of a makeover ... be honest with yourself. Are you seeing a drop in sales? Are you getting negative feedback about how your website works, looks, or the content it provides? Have you added new services, or changed your business focus? Does your logo convey the image you are trying to put forward? If you answered yes to one or more of these questions, your business is in need of a brand…


Convey It – The Psychology Behind Fonts

Posted On: March 05,2016 by: Kristine Jacobson

Typography strengthens your brand, creates interest, and highlights your message Content marketing is one of the primary ways of retaining customers, attracting new clients, and generating leads, sales, and profit for a company. While the content itself on a website is incredibly important, another crucial aspect of content marketing is typography. Typography isn’t often given a lot of consideration, but it plays a role in strengthening your brand, creating interest in your product, and highlighting your central message. We put together a few articles showing what's trending and how to best convey your visual message. What’s Trending in Fonts Last…


Using Web Design to Brand Your Small Business

Posted On: March 04,2016 by: Kristine Jacobson

A cohesive website design is crucial to branding The needs of small businesses are no different than those of larger corporations. Small businesses need to establish their brands in the marketplace just as much as the big guys, if not more. When you are talking about choosing between Coca-Cola and Pepsi, that’s one thing. But when you are trying to stand out as a landscaper in a sea of other landscapers, branding is essential. A cohesive website design is crucial to branding. It can also be a catalyst for establishing your brand as a whole. Conceptually, branding has three major…


Convey It: The Importance of a Marketing Plan

Posted On: March 01,2016 by: Kristine Jacobson

Marketing Plans Put the Pieces Together Your marketing plan is the written document that describes your communication and marketing efforts for the coming year; it includes a statement of the marketing situation, a discussion of target markets and company positioning and a description of the marketing mix you intend to use to reach your business goals. Your company needs a marketing plan to keep your business moving forward. We've collected a few articles that will lead you into the right direction of creating your marketing plan. We know that it can feel overwhelming trying to figure it out on your own;  we…


Trending Now: The User Experience

Posted On: February 25,2016 by: Kristine Jacobson

Here's why is UX so important ... User Experience (UX) is all the rage these days in the web world. Companies are hiring UX Designers to help them improve the way users interact with their sites, while maintaining User Interface (UI) Designers on staff, too. It all gets very confusing. Who does what? Why are they different? Donald Norman, co-founder of the Nielsen Norman Group, brought the term “user experience” into popularity in the 1990s. Per their definition, “’User Experience’ encompasses all aspects of the end-user’s interaction with the company, its services, and its products.” This is a broad definition…


Why You Should Not Build Your Own Website

Posted On: February 21,2016 by: Kristine Jacobson

Don't Go it Alone ... You’ve finally jumped in headfirst into the entrepreneurial pool, and now you need a website. It’s natural to think that you can do it yourself (DIY). But ... here are four things you should consider before starting a DIY website: Cost, Features, User Experience, and Support. Cost There are a lot of companies online offering completely free website builders. The problem is, you don’t own your site, you merely "rent" it. If they shut down, you’ll have nothing. If you pay for an inexpensive website builder, those monthly costs will eventually add up. The payments…


Website Trends for 2016

Posted On: February 13,2016 by: Kristine Jacobson

Maximize User Experience and Search Engine Optimization When you run a website, it’s not about keeping up with the Joneses; it’s about keeping up with Microsoft, Apple, and other high-tech companies. Microsoft and Apple not only stay on the cutting edge of all new trends, but sometimes they create them in house. 2016 is the year of opposites, in some respects. Here are the trends you need to know and watch, but remember to choose carefully. Some of these movements can have a negative impact on your Search Engine Optimization (SEO), or even your User Experience (UX). Google’s Material Design-inspired…


Get the Most Out of Your SEO for 2016 with Tips From Conveyance Marketing Group!

Posted On: January 30,2016 by: Laurie Daly

Search Engine Optimization or SEO is the one of the most powerful internet marketing tools to grow your business. It is the process of improving the position your website as it appears in the "organic" search results returned by search engines (for example, Google, Bing, Yahoo). Sites that appear higher up in the results will get more traffic to their pages, and so potentially more business. Below are some of our best practices for optimizing your website.   Site organization - Make sure your site organization is clear and easy to navigate. Good navigation is beneficial both for SEO and…


SEO Update: The Top 2015 Search Engine Results are in!

Posted On: January 15,2016 by: Laurie Daly

Wonder what people were searching for in 2015?  Check out some of the results from Google, Bing and Yahoo! Google Google dominated the search engine market with a 65% market share. The top ten global searches for Google were: Lamar Odom Jurassic World American Sniper Caitlyn Jenner Ronda Rousey Paris Chris Kyle Fallout 4 Straight Outta Compton Google has created its own microsite with the top ten results from many search categories. See the year 2015 from a Google perspective at Google Trends. Bing Bing released its 2015 top searches in the US by capturing themes from the year. 2015…


Convey It – 2016 Website Review

Posted On: January 06,2016 by: Kristine Jacobson

It's a new year, and probably a great time to take a good look at your web design. We put together a few articles and tips to help you determine if your stacks up to your competition and the industry at large.   Here’s the must-have list … Is your website responsive - looks good on computers, tablets and phones? Is it focused on the trends that are here to stay? Do you have amazing content that engages your viewer and converts them into sales? Is it visually stimulating in the mood and direction your brand is trying to convey? Take…


Using Avatars to Hone Your Content Management Campaigns

Posted On: December 15,2015 by: Kristine Jacobson

The rise in digital and content marketing has made tight target market identification critical to campaign success. We develop and use Avatars to laster focus marketing campaigns and sales strategies to very specific targets - for our own business and our clients. When you walk into a networking meeting, a sales call, or even out at a non-business social event, you'll know who you should talk with when you have a set of Avatars at the ready. We have a lot of fun at Conveyance developing our avatars - the more details you can include, the better. We give each…


Convey It – Branding

Posted On: November 27,2015 by: Kristine Jacobson

Building Loyalty in an Era of Consumer Choice through Branding If you are a business, non-profit, celebrity, or team, branding should be one of your top priorities.  Branding goes further than just having a good-looking logo that's memorable to your customers.  Proper branding will increase the value of your business, non-profit, persona, or team and give your customers and employees direction on who you are … which makes gaining new customers much easier. So what makes up your brand? Most importantly, it is how your target audience perceives you. It also includes your logo, advertising, customer service, product or service,…

Customer Service

Love Your Customers

Posted On: November 16,2015 by: Kristine Jacobson

It's so simple but such great advice. If you want your customers to love you, you need to love them first. "The reason we love our parents is because they loved us first. Every single company should take this advice." - GARY VAYNERCHUK Think about the companies you love. You love them not only because they offer you a great product but because they value you as a customer and you know it. They treat you right. They go to great lengths to keep you happy. And they never forget to tell you how thankful they are for your business. I…

social media, social media marketing, content marketing

Convey It – Storytelling via Social Media

Posted On: November 13,2015 by: Kristine Jacobson

Once Upon a Time ... Storytelling through Social Media is highly effective. A recent example of an amazing storytelling scenario is the Starbucks red cup. But, more genius than the red cup is the widely know "campaign" in which baristas intentionally make errors in spelling the name of its customers. We see daily posts displaying botched names written on cups ... red, white or other. Starbucks customers branding their product, service and moniker - their followers post, tweet, and snap all about their brand! This is the goal of any business on social media, and at Conveyance Marketing Group we want you to be…

Crowdfunding Tips

Convey It – Raising Capital for Your Big Idea

Posted On: November 06,2015 by: Kristine Jacobson

Which Way is Your Way ... Bank, Venture, Angel, Crowdfunding? No matter if your a  small business, start up, non-profit, charitable cause, or social activist … YOU NEED MONEY!  Now the question is how to get it?  There are so many ways conventional and non-conventional to raise funds these days, which is why  we've put together a few great articles and blogs on this very topic.  Hopefully they will get you on your way to successfully financing your great idea. How to get your business funded Contrary to popular belief, business plans do not generate business financing. True, there are…

Convey It - Social Tips for Holiday Season

Convey It – Prepping for the Holidays

Posted On: October 29,2015 by: Kristine Jacobson

The Holiday Season is Upon Us ... We know... it feels like we are being a little premature.  But the truth is the Holiday season is upon us and as a business owner, or Social Media strategist it's time to start formulating your marketing and social media plan of attack. If you’re not already on top of your Holiday Social Media Campaign, here are some of our favorite articles both new & old, to help you succeed in being merry & bright and in getting your business noticed this holiday season. This weeks Top Five … Resources for building a social…

20151023-ConveyIt Social Media Image

Convey It – More on Social Media

Posted On: October 23,2015 by: Kristine Jacobson

Here's What's Trending in Social Media As a marketing firm, our clients often ask us for information on trending technologies, tips, and tried-and-true techniques for marketing their business. So, we have set out to find the “Best of Marketing” articles each week on topics we feel you need to know & start putting into practice. In this week’s Convey It, we’ll shine a light on: Social Media, Brand Awareness, Psychology, Leads, Consistency, and Networking. As always, at any point you think to yourself, "This is just to much!" reach out to us and we will be happy to help you.…

Mobile Marketing

Are You Ready for the Google Update?

Posted On: March 27,2015 by: Kristine Jacobson

Is your Website Mobile Friendly? Most if not all of us know that Google is launching their new mobile compatible ranking algorithm on April 21st. What does that mean for you? If your website is not mobile responsive, it will lose credibility and ranking on Google until you have updated your site. That may not mean much if most of your customers and clients are not finding you on mobile devices. Keep in mind, mobile searches approximately account for 50 percent of search traffic, regardless of company type, and it is expected to steadily increase. Your traffic might not come…

email marketing

The Only Three Lines that Matter in Email Marketing

Posted On: March 07,2015 by: Kristine Jacobson

Although email marketing is not as sexy or hip as social media is to get your message across to your audience, if this marketing tool is not in your tool box you have eliminated a critical component to overall marketing strategy. With open rates of less than 20 percent for most e-newsletters or announcements, some would say it is not worth the time to develop content, images and a catchy theme, but the team at Conveyance disagrees. Instead of concentrating heavily on riveting content, there are only three lines that matter in increasing your open rate. After all, an unread…


What Does Your Font Convey?

Posted On: January 30,2015 by: Kristine Jacobson

There are millions of fonts out there, and saying the same thing while using a different font can drastically change the tone of the message. How do you choose the best font for the different platforms of marketing that will appeal to your target audience? Font Size Does Matter Depending on whom you are marketing to will depend on the size of the font used in your marketing message headline and for the content in the body of the message. For younger audiences, use a smaller size set at 12 to 18 point fonts for the headline and in the…


Being a Good Neighbor

Posted On: January 19,2015 by: Kristine Jacobson

Corporate giving is something that is really important to my generation and those coming up after me. It says a lot about the company you work for if they not only encourage their employees to give back also organize company-wide volunteering. This sends a message that your company is being a good neighbor and creates bonds, new friendships and teamwork within the employees. Did you know that 71 percent of employees felt more positive about their company as a result of their corporate giving programs and volunteering opportunities according to an LBG Associates Survey? Approximately 90 percent of HR professionals…

Power Words

Power Words to Capture your Audience!

Posted On: January 07,2015 by: Kristine Jacobson

Act Now! Exclusive Offer! Promise! Guarantee! All of these words are used in the selling process to evoke emotion or establish a connection from company to audience.The end goal is for you to buy their widget, their service or at a minimum “buy in” to what they are selling and what that company is about. But when should you actually use such commanding words? Once a month? All the time to describe different products and services? There are a ton of influential words that mean the same thing that can be used to express an offer, a promise or a…


One Word. How will you start 2015?

Posted On: December 30,2014 by: Kristine Jacobson

The curtain is about to fall on 2014. Most people are looking back to see what was successful, what wasn’t and how to change that for the New Year. As you start making your list of resolutions for 2015, ask yourself this; are these the same resolutions I made last year? If your answer is YES, don’t you think it is time to change the resolution game? You still have time. The ball hasn’t dropped. Confetti has not been thrown. Champagne bottles are still on ice. So how are you going to make 2015 different? According to Statistic Brain, 8%…

Video Marketing

New Year = New Importance on Video Marketing

Posted On: December 19,2014 by: Kristine Jacobson

Remember when MTV first aired? Well some of us will remember this. Some reading this may not have been born yet. The first video shown was Video Killed the Radio Star by the Buggles. Fast forward to 2015. MTV no longer shows videos and content marketing is changing to show me to don’t tell me. So is video killing content driven marketing? We concentrate on telling our clients’ story as marketers so they can connect to their audience and customers. But what is more effective? Reading it or hearing it from the horse’s mouth? In this technology savvy, fast paced,…


Why Brand Matters

Posted On: June 23,2014 by: Kristine Jacobson

Today, all you have to do is turn on the television for a matter of seconds or flip through the pages of any Northern Virginia newspaper or magazine, and you are instantly visually assaulted with a wide variety of quickly recognizable brands. From a simple swoosh to a familiar six-colored peacock, brands have been imprinted on every aspect of our lives. With the amount of brands seen on a daily basis growing each and every day, as a small business owner, you might feel as if your brand might fall through the cracks and not matter to your business in…

competitive analysis

Determining Your True Social Competitors

Posted On: June 19,2014 by: Kristine Jacobson

When we talk about conducting a competitive analysis on your various social channels, you’d be surprised how often we get this question: But who are my competitors on social media? Your brand might know who it’s competing with when it comes to local brick-and-mortar sales, but it’s harder to tell on the open terrain of social media – unless you’re being diligent about discovering how people are searching for content, products, and services in your field, and who they’re finding. The good news is, it’s simpler than you think. The bad news is, you’ll kick yourself that you’re just getting started now. Step 1…


Seven Steps to LinkedIn Marketing

Posted On: June 05,2014 by: Kristine Jacobson

Many see LinkedIn as a sales prospecting tool, but what is sales prospecting anyway ... it's marketing. Use LinkedIn the way it was designed to work. 1. Be There The first step in the process is to have a presence on LinkedIn. Company pages are fine but LinkedIn groups are the best places to get leads because you can create groups by topic or vertical and engage people. Monitoring activity allows you to see how interested people are in you and your company. 2. Raise Awareness Implement the perpetual promotion machine, in which you re-market, re-message, and then re-target. By…

Social Media ROI

5 Tips for Improving Your Social Media ROI

Posted On: May 28,2014 by: Kristine Jacobson

Almost 90% of marketers want to know how to measure social media ROI, and yet calculating the social ROI still remains elusive to many companies. It’s true that it’s difficult to put a number on a “like” or “comment” or this thing we call engagement. And yet, engagement is the name of the game for social media. If you’re not engaging with the people following you, then really you should just delete your account now. However as more of the buying cycle falls into the laps of marketers, we are increasingly being asked to prove the ROI of our efforts.…


Why a .3% Click-Through Rate for a Banner Ad Is Perfectly Acceptable

Posted On: May 09,2014 by: Kristine Jacobson

I have seen this blog by Michelle Eichhorn of Apologia Educational Ministries, reposted several times this week. So between me thinking the information here is really worthwhile to share and all of my marketing peers thinking it is worthy to share ... here it is! Back in 2007, Ford ran a banner ad that was a simple yet attractive photograph of the inside of an Explorer. It was a sleek-looking interior, and I could easily envision myself sitting in that vehicle, my young children safely strapped in the back seat. It made me feel good to just imagine that for…

handling negative comments

Handling Negative Comments

Posted On: May 05,2014 by: Kristine Jacobson

Social media tools such as Facebook, YouTube, Twitter and LinkedIn are used to promote business and build brand. Many also rely on online tools such as Yelp and Angies List for third party endorsements. These leave us EXPOSED! Whether bad-mouthing a product via Twitter or leaving a scathing review on Yelp, unhappy customers or mischievous competitors can and will sully your business, often through anonymous accounts. While brand-bashing is nothing new, the tools of the web and social media make the comments from these meanies even more lasting and impressionable. Here are some simple ways to fight back? Determine whether…


Keyword Research = Strong SEO

Posted On: April 25,2014 by: Kristine Jacobson

Keyword research is the backbone of any SEO endeavor when trying to create a page that is search-engine friendly. Using certain types of keywords will help businesses build websites that are not only optimized for high-rankings, but also designed for a user-friendly search experience that will keep customers satisfied and on your website longer. Search Engine Journal lists the following groups of keywords that should be incorporated into any search-engine friendly website: Base KeywordsThese form the basic foundation of your Keyword Research, to be used on the homepage and throughout the website. Secondary KeywordsWhat keywords are your customers looking for?…


Undeniable Benefits of Social Media

Posted On: April 04,2014 by: Kristine Jacobson

Social Media is a Worthy Investment Social media is cheaper than most other marketing methods Many businesses thrive while using social media, all without spending much money at all. Only a few promotional techniques yield a higher return on investment (ROI). Most of the costs of using social media involve design and implementation. The most popular social media platforms today, Facebook, Twitter, LinkedIn, Pinterest, Google+, Tumblr and Instagram (in order) are free to use; the biggest investment is time. Building up a successful online network requires time; but once a company gains some traction, things often take off and grow…


Business card Boo Boos

Posted On: March 07,2014 by: Kristine Jacobson

Your business card is your calling card, it should be a tool that will get people to remember you and contact your business. But if your business card is poorly designed, has important contact information in unreadable fonts, or looks unprofessional your card will be useless. Be sure your card works hard for you by avoiding these 10 common business card mistakes. Boo Boo #1: Having a Card that Blends in with All the Rest The great majority out there leave no real impression and soon become a faint memory. Leave someone with a card that looks great, feels great…


Website Bounce Rates Examined

Posted On: February 18,2014 by: Kristine Jacobson

I was going to write about why new websites can display very misleading bounce rates, but I realized I had never covered the Bounce Rate concept before, so I’ll stick to the basics today. If you already know the term, consider this post a refresher. A Bounce Rate is a very important metric for website owners. It basically tells you what percentage of your visitors are “bouncing” away after landing on your site (e.g., they just visit one page and leave before clicking on to a second page inside your site). A bounce can occur for several reasons, including: The…


Mobile Site Marketing: Small Screen, Big Impact

Posted On: June 10,2013 by: Kristine Jacobson

Believe it or not, mobile web design is only about four years old; in those four years, mobile has evolved dramatically and become a critical component of the marketing mix. Mobile is not just for big brands, it is also important for small businesses to create a strategy for how their website functions in the mobile space. As a small-business marketing agency, we want to see our clients benefit from the same tools and technologies of their larger competitors. Below we have outlined our top three tips on how to make your small business mobile site convey your message accurately…


Cloud Surfing: A New Way to Think About Risk, Innovation, Scale, and Success

Posted On: March 26,2013 by: Kristine Jacobson

Northern Virginia is known as "Innovation Central" due to its mix of technology, business, universities, research, and green initiatives. Innovation surrounds you ... do you know about and use the Cloud? The Cloud is not a new concept but so many business, especially small businesses, are not taking advantage of the full value of the Cloud. With Cloud services, small businesses in Northern Virginia can reap the benefits of not having to deploy physical infrastructure like file and e-mail servers, storage and backup solutions, and brick-and-mortar software and application purchases. The primary benefit to businesses of any size is the…


Happy Birthday Twitter!

Posted On: March 21,2013 by: Kristine Jacobson

Today, March 21, 2013, Twitter turns 7! I've been flying with them for more than six years. To celebrate its birthday, Twitter has posted a short video showcasing the Company's history ... from co-founder Jack Dorsey's first tweet, to its status as one of the world's largest social networks. In seven years, Twitter has gained more than 200 million users worldwide and 400 million tweets per day! This is certainly worth celebrating. This fun video not only highlights the Company's history over the past seven years, it also reminds us of some of the most significant world events over the…


Pivot: Consumers Trust Friends for Brand Recommendations; Three Things NOT To Do on LinkedIn; Paper Isn’t Dead: Print Catalogs Trump Social Networks

Posted On: March 09,2013 by: Kristine Jacobson

Conveying this week's most interesting marketing tactics, trends and techniques & our top three picks: Consumers Trust Friends for Brand Recommendations; What Not to do on Your LinkedIn Profile; & Print Catalogs Trump Social Networks in Both Online and In-store Purchasing. Report: 70% of Consumers Trust Brand Recommendations From Friends A recent Forrester Research report based on responses from 58,000 individuals, reveals that seventy percent of consumers trust brand recommendations from friends, but only 10 percent trust advertising. Social Media avenues such as Facebook Sponsored Stories, which are based on friend recommendations on behalf of a brand, are more effective…


Pivot: You-Based Business; Using Twitter in Your Job Search; Facebook Marketplace Ads Getting a Makeover

Posted On: February 09,2013 by: Kristine Jacobson

Conveying this week's most interesting marketing tactics, trends and techniques ... our top three picks: How to Develop a You-Based Business; How to Use Twitter when Searching for a New Job; What's New about Facebook Marketplace Ads? Creating a You-Based Business Have you ever wanted to go into business for yourself? This article by Steve Woodruff, the world's only Clarity Therapist, presents a model of self evaluation ... a backward, inward, and forward look at your strengths to determine what it is you really want to do and are great at doing. Small business owners and entrepreneurs, please don't pass…


Blueprint to Creating Landing Pages that Boost Conversion

Posted On: January 26,2013 by: Kristine Jacobson

If you are launching a product or service, or spending money on PPC or ad campaigns, don't waste money and lose potential customers with a lackluster, generic landing page. Getting prospects and customers to take another action after they click on an ad or a link is the main objective. Post-click marketing to turn clicks into conversions takes careful planning and an understanding of what your target audience needs to take that all-important next step. There is an art to creating landing experiences that boost conversions. Regardless of whether you're a rookie or veteran marketer, we've assembled the following blueprint,…

The Three Means of Persuasion

Posted On: January 21,2013 by: Kristine Jacobson

What Aristotle and Joshua Bell can teach us about persuasion I found this on YouTube ... by way of Guy Kawasaki, just loved it. Aristotle's theory of Rhetoric: Logos, Ethos, Pathos are still the foundation of persuasive communication, without all three elements in place, your will miss your mark. This video puts in such a fun and interesting perspective ... it certainly met all three means of persuasion. Relevance of the Message - the idea made complete sense to me and I am the target audience of business marketing communication Trustworthiness - the source is credible and authoritative. The…

Ps of Marketing

Marketing Mix … with Some Additional Ps

Posted On: January 04,2013 by: Kristine Jacobson

Remember when the 4 Ps was all you had to know to be a successful marketer: Product, Place, Price and Promotion? Well ... the world has gotten a lot smaller and reaching people has gotten a lot easier. This adds some additional Ps to the mix. The new Ps ... People, Process and Positioning When I talk about people, I am referencing both your customers and employees. Now that the world is smaller and geographic boundaries have been removed, your customers have so many options - this makes customer retention quite challenging. The way to retain customers is through relationship…


Facebook Fan-gating is an Effective Marketing Strategy for Small Businesses

Posted On: December 26,2012 by: Kristine Jacobson

Just because Facebook landing pages no longer exist, it doesn't mean fan-gating is a thing of the past. Fan-gating is still an extremely effective tool that can be used to increase Fan Page Likes. If you are new to the term, let me explain... A fan-gate allows you to display different contents to fans and non-fans. When a fan lands on your page, they see your "exclusive" content but for those who are not yet fans, they'll see a tab asking them to like the page in order to see what's behind "the gate." Here's how we encourage our clients…


Success in Social Media

Posted On: November 28,2012 by: Kristine Jacobson

Let's face it; the social media landscape can be overwhelming and sometimes downright confusing even for the most seasoned veterans to navigate. Formats change, new features are added, and sites like Pinterest seem to appear from nowhere and rapidly rise to prominence. Don't Just Roll the Dice When it Comes to Social Media To stay ahead of the curve, Mashable's Cara Friedman posted Six Steps for Success in Social Media to help businesses and professionals alike stay social media savvy. 1. Blogs There are hundreds of blogs focused on social media. Keep it simple by signing up to RSS feeds…


It’s Cyber Monday … Let’s Talk Shopping Engines

Posted On: November 26,2012 by: Kristine Jacobson

Trying to sell your business's products online? Search Engine Watch profiled the 10 best shopping engines that will allow your business to expand its reach and get your products to consumers. Here are their picks in best comparison shopping engines, based on traffic, revenue, conversion rate, return on spend, average cost-per-click (CPC), quality of merchant tools, and merchant response ratings. 1. Google Product Search Google Product Search, which is transitioning to become Google Shopping, is a free CSE which generates the most traffic and conversions. Merchants can manually upload feeds or use an FTP to upload in bulk. Google is…


Link Building Strategies

Posted On: October 18,2012 by: Kristine Jacobson

Links are important. They are the SEO fuel for your website that help increase traffic and ROI for your business. If you are feeling a little lost on how your business can improve its link building strategies, one of my favorite reads, Search Engine Watch outlined 131 techniques that will get your business's SEO engine running. I've picked my top 40 from their expansive list, but if you'd like to see all 131 you can read the entire article, 131 (Legitimate) Link Building Strategies, on Search Engine Watch. Start with the Basics I selected just about all of Search Engine Watch's…


Facebook Sponsored Stories: New Ads, New Benefits

Posted On: September 25,2012 by: Kristine Jacobson

Yesterday I met with an old friend who owns his own small business. His target is primarily high school and college students and for years he has done his best to stay up on the latest trends and social media sites to get in front of his market. He is a heavy, heavy Facebook advertiser. That makes sense. After all, Facebook is highly-targetable and it's no mystery that high school students are on the social network at all hours of the day. After years of acclimating himself to the rules and guidelines of Facebook advertising, my friend became a master…


Facebook Moms

Posted On: September 05,2012 by: Kristine Jacobson

While Pinterest might be the new kid on the block in terms of marketing potential, it's still no match for the power of a "Facebook Mom." Moms lead the pack when comes to liking brands on Facebook, according to a recent survey by Burst Media. Fifty eight percent of moms follow or like brands on social media sites. Burst interviewed 1,453 U.S. adults aged 18 or older and found that 76.3 percent of respondents visit social media sites such as Facebook, Twitter, LinkedIn and Foursquare, with women being more active than men. Forty nine percent of female respondents visit social…


Not on Facebook? You Might be crazy…

Posted On: August 17,2012 by: Kristine Jacobson

There are more than 955 million Facebook users, and it could hurt you to not be one of them. Facebook has become an essential part of everyday life for nearly one billion users worldwide, and for employers it is now considered standard practice to screen a potential's candidate's online profile before extending an invitation to an interview. Approximately 90 percent of recruiters check out candidates online profiles. Your online footprint is obviously something that should be maintained and kept up, but what happens if you have no online presence whatsoever? Today having Facebook is considered normal, while opting out is considered…


Is a Custom Designed WordPress Website for You?

Posted On: August 02,2012 by: Kristine Jacobson

Wordpress is a powerful blogging platform as well as a widely-used content management system (CMS). Chances are that a majority of your favorite news websites use Wordpress to provide their readers with rich content. Content publishers such as People, eBay, Mashable, and even CNN use Wordpress. But as a small or medium size business, you may be wondering if a custom Wordpress website is the right choice for you. Why Choose a Custom Wordpress Website? Don't let the list of big business using Wordpress scare you off. Managing the content on a Wordpress hosted website is an incredibly user-friendly process.…


Social Media at the Olympics

Posted On: July 26,2012 by: Kristine Jacobson

With the 2012 Olympics set to officially kick-off on Friday, July 27th, fans will be able to get in on the action by following all of their favorite athletes and events online by using social media to stay up-to-date. If you find after checking your team's Facebook fan page that they only brought home the bronze, you can always tweet how you're feeling to the city's iconic Ferris wheel, the London Eye. Give it a try and let us know how you like it!


New Premium Facebook Ads Available

Posted On: July 25,2012 by: Kristine Jacobson

In what was probably the most overhyped IPO of all time, Facebook stock continues totumble after opening up to big numbers. Many shareholders and analysts point to problems in Facebook's advertising department, which is also the main revenue stream of the company raking in $3.15 billion in 2011 (Mashable). Facebook has now offered small and medium-sized businesses the opportunity to access those elusive premium ad spots that were once reserved for brands spending in excess of $125k a quarter in hopes to increase its revenue and grow their share prices. So what ads are now available? Home Page Ads these…


Google Places Pages Are Now +Local Pages

Posted On: July 08,2012 by: Kristine Jacobson

Google's been busy this year. After the Penguin algorithm update in April, at the end of May Google began transitioning existing Google Places listings to new Google+ pages. Places has been effectively abandoned in favor of the more interactive and socially-based Google+ format, a move that caught many business owners off-guard. We're approaching six weeks into the transition process now, and things aren't quite as chaotic as they were. Reported bugs in the process are being fixed, more information is coming out of Google, but there are still some with questions. In case you missed it, here's what happened... Places…


Is Your Company Mobile Ready?

Posted On: June 15,2012 by: Kristine Jacobson

New Social Media Marketing Opportunities in Mobile Earlier this week at WWDC (World Wide Developer Conference), Apple announced the latest version of its iPhone, iPad, and iPod operating system, iOS 6. With Apple constantly rolling out new features and updates, the newest releases of its iOS platforms typically bring major overhauls and game-changing innovation, and are definitely worth a few minutes of your time to review - especially if you're in the business of mobile and social media marketing. At the conference, it was announced that the new iOS would feature deep Facebook integration throughout the new platform. When iOS…


Google Penguin and SEO

Posted On: June 10,2012 by: Kristine Jacobson

Google regularly updates and tweaks its algorithms in order to reduce spam and remove weak pages from the first page of its organic search results. Google's latest update, Penguin, targets Black Hat SEO artists that use aggressive SEO techniques and over-spamming. and reward site owners that focus on strong content and organic link-building. Penguin's major focus is centered on backlinks and how websites use those links to increase their PageRank. To Penguin, the quality of the website that is linking to your domain is vastly more important than the sheer number of links that direct to it. Penguin will give…


Social Media Tips for New Grads

Posted On: June 03,2012 by: Kristine Jacobson

This week we've watched as a fresh crop of new grads prepare for the realities of job-hunting in the age of social media. The job-hunting landscape is a lot different from when I graduated college 20 years ago. Recruiters and employers today are using social networks to screen job candidates. There are plenty of stories about companies rejecting applicants based on their social media profiles. Building Your Online Profile New grads everywhere are starting to prepare for the realities of today's current job-market. Social media continues to play an increasingly important role in the way businesses operate and new grads…


Five Ways to Use Facebook Timeline for Business

Posted On: May 22,2012 by: Kristine Jacobson

>The Social Media Examiner has distilled five ways businesses have hit the ground running on Facebook Timeline. You can use these examples to help make your Facebook Timeline richer for storytelling and more actionable for sales. Here are five tips based on the success stories of these heavy-hitters and Timeline movers-and-shakers: Note your interesting milestones. Does your brand have a history? Coca-Cola, founded in 1886, uses Timeline to highlight how it has evolved. The New York Times, founded in 1851, lets users revel in history with its milestone posts. But our favorite example is Spotify, which shares disruptions in the…


Get “On-Board” … Pinterest is the #3 Social Media Site

Posted On: May 19,2012 by: Kristine Jacobson

I have been using "Pinterest" since I was 13 years old ... inside the door of my middle school locker. I had photos of my BFFs (though that acronym was not yet invented), the gang of Breakfast Club, a John Havlicek trading card (now you know how old I am), a Rolling Stones ad, and mirror, "pinned up" in my locker. Now you get the concept, right? It's basically a "cloud" bulletin board where you can display and share your favorite things. But because the space is not limited to the inside of your locker or the bulletin board hanging…


The Importance of Free

Posted On: April 18,2012 by: Kristine Jacobson

When Kantar Media asked over 2,500 people what encouraged them to purchase more products online, the top two responses had something in common: the word "free." "More than three out of four shoppers cited 'free shipping' as the factor that would get them to purchase, and the second most common was 'free returns,'" writes Roger Dooley at Neuromarketing. "This data underscores the fact that FREE! still works like a charm." To illustrate the word's positive effect, he recounts an Amazon campaign that offered free shipping in several countries. Sales rose everywhere, except France. A quick investigation revealed the problem instead…


Getting Your Facebook Brand Page Ready for “Timeline”

Posted On: April 09,2012 by: Kristine Jacobson

If you are a Facebook brand page administrator, you are probably well aware that Facebook will be switching all business pages to the new Timeline feature on March 30th- whether you like it or not. The new brand pages are a complete overhaul from the previous versions, and like all Facebook redesigns, there are pros, cons, and entirely new features, functions, and design elements that administrators must learn. Facebook Design Avatar You may have previously used tall rectangular avatar images to hold all of your companies contact information, promotions, logos and even arrows pointing downward towards your custom HTML apps…


“Put your Money Where Your Eyes Is”

Posted On: February 05,2012 by: Kristine Jacobson

Yes, I know my headline has a grammatical error ... but when it comes to digital media tactics, rather than putting your money where your mouth is, you want to to go where the eyes are. According to the ANA's (Association of National Advertisers) 2012 Digital and Social Media Survey, use of social media (i.e. Facebook, Twitter, LinkedIn) and mobile marketing has steadied over the past year, but the use of viral online video (i.e. YouTube) is growing steadily. The survey Viral online video (i.e. YouTube) had the sharpest increase of all media platforms: 80% using the channel in 2012, compared with 64% just…


Choosing Colors for Your Website

Posted On: January 02,2012 by: Kristine Jacobson

Choosing the right colors for your website is essential to portraying your message or product. Each person has his or her favorite colors, but, the way those colors are interpreted can vary from culture to culture. When choosing colors, ask yourself these questions: Who is your target audience? What are you selling? What are the objectives of your site? Certain colors are easier on the eyes, and many have emotional or cultural significance that is, they have a meaning to the people in your area. These associations will color the way people see your brand and could affect whether they choose…


A Lesson in SEO

Posted On: December 15,2011 by: Kristine Jacobson

This past week we’ve gotten a crash course on vital SEO-lingo, learned the power of online video viral marketing, and rode Facebook’s IPO hype-wave as it came crashing back down. SEO 101 A lot of businesses know they should be optimizing their websites as part of their comprehensive marketing strategy; however, some might not be familiar with how terms like “anchor text” or “meta keywords” play a part in the overall web-marketing big picture. Fortunately, SEO (search engine optimization) is not as scary as it seems and being able to recognize basic SEO lingo will not only help your company’s…


Crowdsourcing for Community Engagement

Posted On: November 25,2011 by: Kristine Jacobson

The site is bringing the concept of crowdsourcing to the world of real-estate. Created by brothers Ben and Dan Miller, whose father Herbert S. Miller developed several well-known DC area properties including Gallery Place, Georgetown Park and Washington Harbour, the site lets users vote on what type of tenant an empty retail space should have. Hip wine bar or children’s book store? It’s up to the community to decide. The Millers call a “21st century version of a community meeting” and several thousand people have already voted on various properties in Washington, DC. This type of community-wide engagement…


The Necessity of Social Media

Posted On: October 19,2011 by: Kristine Jacobson

What is Social Media? Social media is constantly evolving from one form of communication to the next. When lumped together, social media becomes a space where people can interact with one another through a seemingly endless amount of mediums and social media sites. Those interactions involve photos, videos, stories, music and more. Now companies, big or small, have found ways to use social media to “put a face” on their brand and build relationships with potential and current customers. While there are a number of start-up social media sites that emerge every day, Facebook, Twitter and YouTube remain at the…


Twitter Insights for Business Marketing

Posted On: October 01,2011 by: Kristine Jacobson

Search Engine Watch posted a great piece this week on the results of Pew Internet’s study on Twitter use that highlights valuable demographic information that businesses can use when developing their overall marketing strategy that incorporates Twitter. Some key findings include: Twitter attracts younger users Twitter usage correlates with use of mobile devices Urban/Suburban residents use Twitter at higher percentages than those who live in rural areas. This is useful information for any business when building a comprehensive social-media strategy that includes a Twitter-based outreach. For the full article including findings, check out: Twitter User Insights for Marketers via Search Engine Watch.

Sam Walton’s Winning Formula for Business

Posted On: September 28,2011 by: Kristine Jacobson

I came across this today when doing some research for a client – on a wholly different topic mind you, but this just caught my eye and I had to read on.   Wal-Mart, either you love them or hate them but you cannot deny that Sam Walton was a marketing genius. I found these rules fun, entertaining and refreshing. Enjoy!   Rule 1: Commit to your business. Believe in it more than anybody else. I think I overcame every single one of my personal shortcomings by the sheer passion I brought to my work. I don't know if you're…

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Fox News Google GOP Debate Takes Social Media to the Next Level

Posted On: September 25,2011 by: Kristine Jacobson

I was blown away by the precision with which the Fox News Google Debate was run on September 22, 2011. This debate to me was the ultimate in conversational marketing. Fox News and Google utilizing a wide variety of social media assets to engage the audience before, during and after the debate … isn’t this the goal of social media? In April 2011, I blogged and tweeted about Social Media Marketing Prerequisites. I instructed that “building a successful social media marketing campaign is really about creating and sharing quality content - images, text, videos, comments, FAQ, tweets, newsfeeds, answers across…

Lead Generation via LinkedIn

Posted On: September 05,2011 by: Kristine Jacobson

Most people use LinkedIn to simply connect with friends, colleagues, or former coworkers. If this is all you do with LinkedIn, there's a chance that you're not taking full advantage of the network's lead-generating potential. LinkedIn is an amazing lead generation tool, you just have to know how to maximize it's potential ... Nurture Your LinkedIn Network. When was the last time you truly connected with the people in your first-degree network on LinkedIn? Many of these people may have hundreds of connections to your potential customers Other than sending or accepting a connection invitation, use the opportunity to build…

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Social Media Tools for Small Business

Posted On: August 17,2011 by: Kristine Jacobson

Social media sites are exploding with users. As a savvy businessperson, you can focus your efforts and concentrate on creating interactions that will help turn the social media noise into solid relationships. For a business without a lot of time or large marketing budget, social media is a great place for a targeted interaction to become a viable lead. It can often seem daunting to cut through the social media clutter; however with these simple strategies, you’ll be well on your way to social media marketing success. Narrow Your Target For small businesses, it's important to connect with people in…

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The Keys to Social Media Success

Posted On: July 15,2011 by: Kristine Jacobson

The key to success with social media is to outline a strategy that considers the amount of time you can realistically dedicate each day to your online marketing efforts. Plan Ahead Map out a weekly schedule that outlines the specific days and times you will spend on social media. Figure out what's realistic and what makes sense for your company and go from there. Use Time-Saving Tools Take advantage of the various social media tools that are designed specifically to save you time. For example: TweetDeck, HootSuite, Seesmic that allow you to send updates to several social networking assets at…

10 Ways to Distribute Your Content and Extend Your Brand

Posted On: June 12,2011 by: Kristine Jacobson

Most of us learned to share in kindergarten, maybe earlier if we had siblings. Who knew the art of sharing would become even more important when we became adults? We've heard it, we've read it, we've even said it: To create and maintain a successful online presence, you need to be friendly and helpful—and you need to share relevant content. But is there a way to extend your brand while sharing content without being overtly promotional? Of course. A positive experience with your brand lingers with those who encounter it. These 10 quick tips encourage you to share liberally and…

Creating Social Media Policies and Guidelines for Your Organization

Posted On: May 28,2011 by: Kristine Jacobson

Networks like Twitter and Facebook bring up many issues for organizations related to confidentiality, privacy policies, reduced productivity and the blur between personal and professional usage. This is why creating Social Media Policies and Guidelines for your organization is so important. Your social media strategy should be a “line item” in your overall marketing strategy. Think of it as an additional marketing and communications channel. But, don’t dive into until you figure out how it fits into your corporate strategy and corporate culture. One key component of this – as with all of your other marketing activities – is to…

Hello This is Peggy What is Problem Please?

Posted On: May 07,2011 by: Kristine Jacobson

Is customer service dead? The Discover Card commercials with the bearded, Ukranian and very male credit-card customer-service representative named Peggy, certainly speaks to our times. These Discover Card commercials focus on customer service, or more specifically, the lack thereof at some of the financial institutions in the US. But, sadly this is a situation that spans across several industries. Peggy Puts a USA Prime Credit Customer on Perpetual Hold Every time these commercials come on, I watch them and laugh out loud. I don’t even skip them if I am watching a DVR’ed program. However, in reality, when you are…

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How to Fight Back Against Facebook Malicious Spammers and Hackers

Posted On: May 04,2011 by: Kristine Jacobson

I am republishing this story written by a fellow marketer, Rebecca Ryan because it is important information for anyone venturing into Social Media and especially Facebook. Cyber scammers, spammers and malicious hackers have devious ways to spread their mal-ware and infect global computer users via mass emails containing the latest news or tweets with dubious links.  Another ploy is to hack Facebook accounts offering web-links that divert unwitting subscribers to a web-page offering more information such as videos, pictures or something considered news worthy, trending or by falling back on more classic tactics that work on your ego or fears.…

At a Crossroads with Your Business? Rebranding May Be the Answer…

Posted On: April 16,2011 by: Kristine Jacobson

Rebranding is one of the single most important decisions a company can make. It can provide the boost needed to grab a larger market share. There is a lot that goes into a brand makeover; it all starts with a strong strategy. When formulating your strategy remember the song “Make New Friends, But Keep the Old. One is Silver and the Other Gold.” Never stray too far from your roots and remember the product that brought you your original success. While your loyal base of customers will recognize and appreciate that you are listening and acting on their needs and…


Social Media Marketing Prerequisites

Posted On: April 09,2011 by: Kristine Jacobson

This is a superb article written by Lee Traupel of Linked Media Group where he explains everything you need to know  to optimise your site for social media marketing. Word of advice, don’t attempt this if you do not have the know-how. Rather make the investment and work with people that have the capability and experience to assist you in achieving your social media marketing goals. Don’t even think about a social media marketing campaign unless your Web Site is working flawlessly, Search Engine Optimization components are addressed and Content Development and Curation strategy is in place. 1. Your web…


Developing a Content Strategy to Engage Your Facebook Followers

Posted On: March 24,2011 by: Kristine Jacobson

Expanding your number of "likes" on Facebook requires a content strategy that suits your community and is in sync with your social media roadmap and overall communications strategy. While Facebook is more personal and immediate than other communication mediums—and requires daily attention—it is an ideal way to augment your overall strategy. Here are a few key elements to consider: Content: Provide opportunities for your network to create their own content by creating conversational content that users can easily share through their own Facebook profiles. You’re likely to get much more traction from the long tail of your supporters sharing content…


Branding That’s Always You-er Than You!

Posted On: March 10,2011 by: Kristine Jacobson

Today you are you! That’s is truer than true! There is no one alive who is you-er than you! ~ Dr. Seuss Why am I quoting Dr. Seuss? It’s not just because it’s his birthday month, it’s because this rhyme is about brand ... maybe not his intended meaning, but that’s what I hear! Branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. Your brand is a foundational piece in your overall marketing strategy…


How Do You Want to be Perceived by Clients and Prospects?

Posted On: January 06,2011 by: Kristine Jacobson

At this time of the year, I often reflect on the year past – what worked for the business, where are improvements needed, what can we leverage and build upon for the next year? One thing I do every January is revisiting my positioning statement. Positioning statements state how you want the world to see your business. It’s not always how the world or you clients see you today –it is what you are striving for. It should be the core message you want to deliver in every marketing medium – including elevators, waiting rooms, and on the soccer field…

Become a CNO in Your Business

Posted On: November 30,2010 by: Kristine Jacobson

A What? CNO … in other words a Chief Networking Officer. I recently blogged on the topic of networking … and then looked to BNI founder and networking virtuoso, Ivan Misner to see what he had to add to the topic. We are of the same thought that adopting the mindset of a CNO will help you grown your business. There are a few simple steps to ensure that you are playing the part of CNO … 1. Participate in two to three networking events each month 
AND follow up with people you meet. 
Can we all say we do…


What’s Wrong with My Emails

Posted On: November 29,2010 by: Kristine Jacobson

You’ve just done an analysis of your latest e-mail campaign and discovered that your conversion rate has plummeted yet again. It leaves all marketers asking the same question. You’ve written the perfect sales letter and everything seems to be right with the message, but you still can’t get a decent response rate. It is not surprising when you think about it though, how many e-mails do you read every day? If you’re anything like 98% of the population you will delete almost every e-mail without reading any more than the first few lines. The poor response rate from e-mail advertising…


Color and Brand Go Hand-in-Hand

Posted On: October 20,2010 by: Kristine Jacobson

Color and brand go hand-in-hand … when we designed the Conveyance logo and designed and built our website, we put a lot of thought into what we would be saying through color. Our business name is represented in two different tones of blue. Blue depicts productivity; people focused on the task at hand, steadfastness, dependability, wisdom and loyalty. That is what we look for in our team. Orange is used as a big, bold accent in our logo and predominantly on our website; it screams ambition, energy and fun times. We wouldn’t be business owners if we didn’t have a…


Knowing Your Customer is so Important

Posted On: October 04,2010 by: Kristine Jacobson

Knowing your customer is so important ... that sounds like a no-brainer right? Well, I have run into so many businesses that just don’t take this to heart - both large and small companies! While you may have thousands of names and contact information to keep track of, your clients only has one - YOURS! Just today I received a “Pull-Ups News” email from leading manufacturer Kimberly-Clark Corporation. I have to tell you that my kids haven’t been in Huggies Diapers or Pull-Ups for at least ten years. I have actually unsubscribed from this eNewsletter several times over the past…

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Networking 101

Posted On: September 22,2010 by: Kristine Jacobson

A long time ago when I was a new working mother, I read everything I could find on work-life balance. I ran across one piece of advice that I have taken to heart and practice like a religion. Schedule and reach out to your VIPs once a month Make a list of the people you wanted to keep in contact with and put them into your calendar and reach out to them once a month (or more depending upon the relationship!) This may sound calculating but as busy professionals there is always another project or deadline that is going to…

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Is it September Yet???

Posted On: August 30,2010 by: Kristine Jacobson

Conveyance is a “virtual marketing organization” or as we say for short around here, "a VMO." Each of us work from our homes or small shared office spaces in our own cities. We look, act and feel like we are just a few steps from each other in an adjoining cubes or offices. But our office mates are our children and/or pets. I have the luxury of working from my home ... my office mates are my children and my dogs. Most days are smooth sailing but come then end of August, when camps are winding down, friends are squeezing…

Outsourcing Marketing Leads to Better Quality and Lower Costs

Posted On: July 16,2010 by: Kristine Jacobson

The idea of outsourcing marketing, at least beyond advertising, is a relatively new concept. Businesses traditionally outsource several corporate functions such as IT and HR but why has it taken marketing so long to catch on? I think it's the old right-brain vs. left-brain adage ... in this information age where one-to-one marketing has become a mainstay, companies are looking outside their four walls for the left-brain analytical skills that are often lacking within their in-house marketing departments. New lead generation and communications strategies and tactics are being employed and rely heavily on analytics to spotlight trends and move prospects…

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