{"items":[{"id":"1201","title":"Position Available: Paid Media Strategist, Google Ads & Meta Ads","dateadded":"2026-03-26 13:27:04","article":"<p><strong>Position Summary<\/strong><br \/> We are seeking a highly analytical <strong>Paid Media Strategist<\/strong> to oversee our paid media team and ensure campaign execution aligns with client goals, channel strategy, and industry best practices. This role is responsible for reviewing performance reports, identifying risks and opportunities, making strategic recommendations, and holding our ads teams accountable for high-quality execution across Google Ads and Meta Ads. The ideal candidate combines strong channel expertise with exceptional attention to detail, reporting fluency, and the ability to translate performance data into clear action plans.<\/p>\r\n<p><strong>Key Responsibilities<\/strong><\/p>\r\n<ul>\r\n<li>Oversee the ads team&rsquo;s work across Google Ads and Meta Ads (and possibly other platforms like Tik Tok or Reddit) to ensure campaigns align with client goals, budgets, and strategic direction.<\/li>\r\n<li>Review weekly and monthly reports; validate data quality, pacing, KPIs, insights, and recommended next steps.<\/li>\r\n<li>Identify performance trends, inefficiencies, testing opportunities, and risks across account structure, audience targeting, creative, bidding, budget allocation, and conversion tracking.<\/li>\r\n<li>Identify landing page opportunities to improve conversions via UX.<\/li>\r\n<li>Provide strategic recommendations to improve lead quality, conversion volume, efficiency, and overall media effectiveness.<\/li>\r\n<li>Ensure best practices are followed across campaign setup, attribution, tracking, QA, naming conventions, reporting, and testing frameworks.<\/li>\r\n<li>Evaluate whether platform recommendations and vendor actions are aligned to broader marketing objectives and client expectations.<\/li>\r\n<li>Partner with internal account\/client teams to communicate performance clearly and turn findings into actionable plans.<\/li>\r\n<li>Monitor developments in Google Ads, Meta Ads, GA4, GTM, attribution, and privacy\/tracking changes and apply them to account guidance. These duties reflect the most relevant themes in current postings: strategy alignment, analysis, reporting, recommendations, tracking accuracy, and best-practice leadership.<\/li>\r\n<\/ul>\r\n<p><strong>Qualifications<\/strong><\/p>\r\n<ul>\r\n<li>4&ndash;7+ years of paid media experience with <strong><u>deep<\/u><span style=\"text-decoration: underline;\"> expertise in Google Ads and Meta Ads<\/span><\/strong>.<\/li>\r\n<li>Strong understanding of campaign structure, bidding, audience strategy, creative testing, budget pacing, and full-funnel optimization.<\/li>\r\n<li>Strong working knowledge of GA4, Google Tag Manager, conversion tracking, attribution, and dashboard\/reporting tools.<\/li>\r\n<li>Demonstrated ability to analyze campaign performance and turn data into clear recommendations.<\/li>\r\n<li>Experience reviewing account quality and identifying execution gaps against platform best practices.<\/li>\r\n<li>Excellent written and verbal communication skills, especially in presenting findings to internal stakeholders or clients.<\/li>\r\n<li>High attention to detail and comfort working across multiple accounts, priorities, and datasets.<\/li>\r\n<li>Agency experience or experience managing an outside media partner is strongly preferred. These requirements are consistent with current live postings that call for platform mastery, analytical rigor, reporting fluency, tracking knowledge, and communication skills.<\/li>\r\n<\/ul>\r\n<p><strong>What success looks like<\/strong><\/p>\r\n<ul>\r\n<li>Strong strategic oversight<\/li>\r\n<li>Lead generation increases &ndash; as none of our current clients are eCommerce; the Ads focus is on Lead Generation. Growth there is key to success.<\/li>\r\n<li>Reporting is accurate, insightful, and tied to client goals rather than just platform metrics.<\/li>\r\n<li>Accounts consistently follow best practices in structure, tracking, testing, and optimization.<\/li>\r\n<li>Clients receive clearer recommendations and stronger media performance over time.<\/li>\r\n<li>Internal teams trust the strategist to spot issues early and improve decision quality. This &ldquo;success profile&rdquo; is closely aligned with postings that focus on strategic integrity, trusted data, performance diagnosis, and stakeholder-ready reporting.<\/li>\r\n<\/ul>\r\n<p><strong>The Company<\/strong><\/p>\r\n<p>Blue Sky Marketing is a 100% virtual environment with everyone working from home offices although team gatherings and co-working are encouraged. The hired candidate will receive paid holidays, paid vacation, and PTO. Blue Sky Marketing offers health insurance and a 401k. The compensation for this role is dependent upon skills and experience.<\/p>\r\n<p><strong>Contact:&nbsp;<\/strong><\/p>\r\n<ul>\r\n<li>Qualified candidates may submit their resume via email to:<strong>&nbsp;<a href=\"mailto:jobs@blueskymkt.com\">jobs@blueskymkt.com<\/a><\/strong>, subject line Paid Media Strategist.<\/li>\r\n<li>To be considered, candidates must include a cover email.&nbsp;<\/li>\r\n<li>Open your cover email with a sentence that names your favorite app and why you chose it as your favorite&nbsp;<strong>or<\/strong>&nbsp;tell us the best place you&rsquo;ve traveled to thus far.<\/li>\r\n<\/ul>","date_modified":null,"createdby":"12","modifiedby":null,"newsdate":"2026-03-26 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Michelle LeBlanc","thumbnail":"","headingphoto":null,"meta_title":"Position Available: Paid Media Strategist, Google Ads & Meta Ads","meta_desc":"","is_hidden":"0","target":"","newslink":"\/blog\/1201\/position-available-paid-media-strategist-google-ads--meta-ads","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"1201","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"categorylinks":false},"src":"\/images\/blueskyblog.png"},{"id":"1200","title":"Position Available: HubSpot CRM Specialist ","dateadded":"2026-03-01 09:33:02","article":"<p><strong>HubSpot CRM Specialist<\/strong>&nbsp;&nbsp;<\/p>\r\n<p>As HubSpot CRM Specialist you will be the subject matter expert for all things HubSpot, using your technical expertise and drive for excellence to solve problems, improve processes and ensure we are maximizing HubSpot's potential to help us achieve our strategic goals for growth.&nbsp;<\/p>\r\n<p>You will work with a range of stakeholders across the business, working closely with the Sales and Customer Success, Data, Marketing and Technology teams so someone who thrives on collaboration and building strong relationships would be an ideal fit.&nbsp;&nbsp;<\/p>\r\n<p>This role would suit an experienced HubSpot Specialist who is looking for an opportunity to develop their career, taking the lead on projects and truly immersing to become a pivotal part of the team.&nbsp;&nbsp;<\/p>\r\n<p><strong>Role Objectives&nbsp;<\/strong><\/p>\r\n<p>As the go-to person for HubSpot at Blue Sky Marketing, you will optimize its performance and ensure alignment with our strategic objectives by working closely with the team to understand the vision, goals and requirements and translate this into recommendations and actions.&nbsp;<\/p>\r\n<p><strong>In this role you will:&nbsp;<br \/> <\/strong><\/p>\r\n<ul>\r\n<li>Collaborate with the brand leads, ads and SEO teams teams to review, recommend and implement best practice processes and procedures within HubSpot.&nbsp;<\/li>\r\n<li>Act as the point of contact for internal team, answering questions, providing guidance, and coaching on how to get the most out of HubSpot.&nbsp;&nbsp;<\/li>\r\n<li>Create custom modules, templates, workflows, and functionalities enhance user experience and support specific sales and marketing processes.&nbsp;<\/li>\r\n<li>Oversee data integrity through data import management, data validation rules, data cleansing and deduping, reinforcing standards and conventions with other users.&nbsp;<\/li>\r\n<li>Measure and optimize HubSpot campaigns, proactively monitor and analyze campaign performance metrics to identify areas for improvement and enhance strategies.&nbsp;<\/li>\r\n<li>Collaborate with the Marketing team on segmentation, measure results and optimize workflows for these segments to convert leads into customers.&nbsp;<\/li>\r\n<li>Build customized views, dashboards, and reports for users.&nbsp;<\/li>\r\n<li>Analyze CRM data to identify trends, patterns, and opportunities for improvement, and provide actionable recommendations.&nbsp;<\/li>\r\n<li>Develop, execute, and test sales and marketing campaign automation.&nbsp;&nbsp;<\/li>\r\n<li>Create and manage profiles, layouts, reports, dashboards, process automation, and other configurable parts of the interface for end-users.&nbsp;&nbsp;<\/li>\r\n<li>Share knowledge and best practice, carry out training for existing and new users.&nbsp;<strong><br \/> <\/strong><\/li>\r\n<\/ul>\r\n<p><strong>The ideal candidate will bring experience in a similar role and will have:&nbsp;<br \/> <\/strong><\/p>\r\n<ul>\r\n<li>Significant experience as a HubSpot Specialist, Administrator or Consultant particularly with the Marketing Hub.<\/li>\r\n<li>An understanding of all aspects of HubSpot configuration and technical\/functional capabilities&nbsp;&nbsp;<\/li>\r\n<li>Experience of analyzing and presenting data in a meaningful way.&nbsp;<\/li>\r\n<li>The confidence to delve into business requirements and make recommendations<\/li>\r\n<li>Expert analytical, planning, and organizational skills with an ability to manage competing demands.&nbsp;&nbsp;<\/li>\r\n<li>The curiosity to develop a strong knowledge and understanding of our customers, business and products.&nbsp;<\/li>\r\n<li>The tenacity to ensure objectives, goals, and commitments are met.&nbsp;<\/li>\r\n<li>Excellent communications and presentation skills<\/li>\r\n<li>A creative approach to problem-solving with the ability to focus on details while maintaining the &ldquo;big picture&rdquo; view.&nbsp;<br \/> &nbsp;<\/li>\r\n<\/ul>\r\n<p><strong>It would be great if you also have:<\/strong>&nbsp;<\/p>\r\n<ul>\r\n<li>HubSpot Academy Certifications, particularly HubSpot Sales, HubSpot Marketing Software, and Service Hub.&nbsp;&nbsp;<\/li>\r\n<li>Basic proficiency or working knowledge of HTML and CSS.&nbsp;<\/li>\r\n<li>Experience of Google Analytics &ndash; GA4.&nbsp;<\/li>\r\n<li>SEO Pillar Page implementation experience within HubSpot<\/li>\r\n<\/ul>\r\n<p>Blue Sky Marketing is a 100% virtual environment with everyone working from home offices although team gatherings and co-working are encouraged. The hired candidate will receive paid holidays, paid vacation, and PTO. Blue Sky Marketing offers health insurance and a 401k. The compensation for this role is dependent upon skills and experience.<\/p>\r\n<p><strong>Contact:&nbsp;<\/strong><\/p>\r\n<ul>\r\n<li>Qualified candidates may submit their resume via email to:<strong>&nbsp;<a href=\"mailto:jobs@blueskymkt.com\">jobs@blueskymkt.com<\/a><\/strong>, subject line HubSpot CRM Specialist.<\/li>\r\n<li>To be considered, candidates must include a cover email.&nbsp;<\/li>\r\n<li>Open your cover email with a sentence that names your favorite app and why you chose it as your favorite&nbsp;<strong>or<\/strong>&nbsp;tell us the best place you&rsquo;ve traveled to thus far.<\/li>\r\n<\/ul>\r\n<p>&nbsp;<\/p>","date_modified":null,"createdby":"12","modifiedby":null,"newsdate":"2026-03-01 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Michelle LeBlanc","thumbnail":"","headingphoto":null,"meta_title":"","meta_desc":"","is_hidden":"0","target":"","newslink":"\/blog\/1200\/position-available-hubspot-crm-specialist-","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"1200","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"categorylinks":false},"src":"\/images\/blueskyblog.png"},{"id":"1136","title":"Position Available: Marketing\u00a0Manager & Client Brand Lead","dateadded":"2017-12-17 07:42:32","article":"<h2>Blue Sky Marketing is currently seeking to hire a highly motivated Marketing<strong>&nbsp;Manager &amp; Client Brand Lead<\/strong>.<\/h2>\r\n<p>Do you love people? Do you love Marketing? Do you love working with an amazing team of supportive peers who brainstorm creative marketing ideas, troubleshoot and bring out the best in you? This is the place.&nbsp;<\/p>\r\n<p><strong>Duties of the Client &amp; Project Manager include:<\/strong><\/p>\r\n<ul>\r\n<li><strong>Client Management<\/strong>:\r\n<ul>\r\n<li>Serve as a regular point of contact for clients&rsquo; strategic and account questions, lead client calls by setting agendas, coordinate and send account reporting and handle resulting follow-up questions and communications. Lead challenging client situations.<\/li>\r\n<li>Provide unsurpassed client service, develop and cultivate excellent client relationships.<\/li>\r\n<li>Maintain very high client satisfaction.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<ul>\r\n<li><strong>Project Management and Implementation<\/strong>: Coordinate with the team; as well as create and implement elements yourself in the following areas:&nbsp;<\/li>\r\n<ul>\r\n<li>Email Marketing Strategy &amp; Implementation<\/li>\r\n<li>Social Media Editorial Strategy&nbsp;<\/li>\r\n<li>Content Strategy + Copywriting<\/li>\r\n<li>Creative Direction<\/li>\r\n<li>CMS Website Editing &amp; Landing Page Optimization<\/li>\r\n<li>Online and offline advertising programs<\/li>\r\n<\/ul>\r\n<\/ul>\r\n<p><strong>Candidate will: &nbsp;<\/strong><\/p>\r\n<ul>\r\n<li>Have a strong internal motivation to get the job done, a strong work ethic and a high bar for excellence<\/li>\r\n<li>Enjoy thinking strategically and bringing creative solutions to problems<\/li>\r\n<li>Have incredible attention to detail and capable of multi-tasking and coordinating several projects at once<\/li>\r\n<li>Possess excellent written and verbal communication skills<\/li>\r\n<li>Know how to collaborate with team members in a virtual, cross-cultural environment<\/li>\r\n<li>Have confidence, poise, and eloquence in client meetings and difficult situations<\/li>\r\n<li>Prioritize competing objectives and manage time with skill<\/li>\r\n<li>Assist team members with day-to-day marketing tasks&nbsp;<\/li>\r\n<li>Coordinate marketing projects and activities as required<\/li>\r\n<li>Write and edit sales and marketing materials.<\/li>\r\n<li>Develop editorial calendars for marketing clients.<\/li>\r\n<li>Create, deliver, edit, and optimize marketing materials.<\/li>\r\n<li>Ensure that messages are supportive of and consistent with marketing strategies and brand voice.<\/li>\r\n<li>Identify, develop and execute communications strategy for key media contacts and customer references.<\/li>\r\n<li>Candidate will need to be comfortable with contributing well-written copy to a wide range of marketing projects.<\/li>\r\n<li>Other duties as assigned.<\/li>\r\n<\/ul>\r\n<p><strong>Requirements:<\/strong><\/p>\r\n<ul>\r\n<li><strong>5+ years of experience in marketing<\/strong><\/li>\r\n<li>Excellent, proactive communication skills, both written and oral.<\/li>\r\n<li>High-level computer skills and experience.<\/li>\r\n<li>Should be well versed in managing social media sites.<\/li>\r\n<li>Knowledge of marketing principles.<\/li>\r\n<li>Proficiency in content management systems.<\/li>\r\n<li>Strong proofreading, grammar and copywriting skills.<\/li>\r\n<li>Ability to work independently and as part of a team.<\/li>\r\n<li>Demonstrate the&nbsp;ability to solve problems, analyze systems and data and suggest appropriate solutions.<\/li>\r\n<li>Proficiency in Adobe Creative Suite is a plus but not required.&nbsp;<\/li>\r\n<\/ul>\r\n<p><strong>Virtual Environment:<\/strong>&nbsp; Since we launched in 2010, Blue Sky Marketing has been a 100% virtual environment with everyone working from home offices although team gatherings and co-working are encouraged. There will be <strong>no<\/strong> \"return to office\" mandate.&nbsp;&nbsp;<\/p>\r\n<p><strong>Houston-Based Position<\/strong>: Because the nature of this role is supporting clients throughout the Houston DMA, it is desired that the candidate be in the Houston DMA to facilitate client interactions and meetings.&nbsp;<\/p>\r\n<p><strong>Benefits<\/strong>: The chosen candidate will receive paid holidays and vacation. Blue Sky Marketing offers health insurance and a 401k. The compensation for this role is dependent upon skills and experience.&nbsp;<\/p>\r\n<p><strong>Contact:&nbsp;<\/strong><\/p>\r\n<ul>\r\n<li>Qualified candidates should submit their resume via email to:&nbsp;<a href=\"mailto:jobs@blueskymkt.com\" target=\"_blank\" rel=\"noopener\">jobs@blueskymkt.com<\/a>, subject line \"Brand Lead &amp; Project Manager Position\".<\/li>\r\n<li>To be considered, candidates must include a cover email.\r\n<ul>\r\n<li>Please open your cover email with a sentence or paragraph that explains what you have learned about your&nbsp;<strong>work<\/strong>&nbsp;self in the \"work from home\" or \"stay home\" experience of recent years. OR the alternative: Tell us about your favorite travel experience.&nbsp;<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>","date_modified":"2026-03-01 09:37:18","createdby":"12","modifiedby":"12","newsdate":"2026-03-01 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Michelle LeBlanc","thumbnail":"","headingphoto":null,"meta_title":"Blue Sky Marketing is Hiring a Marketing\u00a0Manager & Client Liaison","meta_desc":"Are you our next Marketing\u00a0Manager & Client Liaison? Learn more about this open position.","is_hidden":"0","target":"","newslink":"\/blog\/1136\/position-available-marketingmanager--client-brand-lead","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"1136","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1136","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"1195","title":"What is Geotargeting in Online Advertising?","dateadded":"2022-02-10 10:36:43","article":"<p>According to PEW Research, <a href=\"https:\/\/www.pewresearch.org\/internet\/fact-sheet\/mobile\/\" target=\"_blank\" rel=\"noopener\">85% of American adults own a smartphone<\/a>. More importantly, their phone travels with them as they go about their day, giving valuable behavioral insights about their shopping habits. <strong>Geomarketing<\/strong> is location-based marketing that uses this phone location data to reach prospects based on their physical locations.<\/p>\r\n<p>With Geomarketing, you&rsquo;re able to deliver hyper-relevant ads based on where your prospects live or businesses they visit. The goal a geotargeting campaign is usually measured in a lift in foot traffic conversions to your conversion zones.<\/p>\r\n<h2>Geofencing vs Geotargeting?<\/h2>\r\n<p>Let&rsquo;s establish three important definitions in Geomarketing:<\/p>\r\n<ol>\r\n<li><strong>Geofencing Zones<\/strong>: Physical addresses that you&rsquo;d like to draw a digital fence around. (For example, a competitor&rsquo;s model home, a specific grocery store, a realtor office, etc.)<\/li>\r\n<li><strong>Addressable Geotargeting<\/strong>: Some geotargeting vendors offer targeting options beyond just an address, allowing you to target specific addresses based on the resident&rsquo;s demographics. (For example, targeting addresses in a zip code radius where household income is over $X)<\/li>\r\n<li><strong>Conversion Zones<\/strong>: These are the locations your business owners, where you&rsquo;d like to see foot traffic. The ad server will draw a virtual fence around your business and any foot traffic that happens after the user is shown your ad is considered a conversion. A conversion zone could be your retail location, your model home as a builder or an event location for a promoter.<\/li>\r\n<\/ol>\r\n<p>In geomarketing, you designate your physical location targets and measure success when someone who walks into those targets receives your ad and then goes into one of your locations.<\/p>\r\n<h3>What&rsquo;s the Difference Between <strong>Geotargeting<\/strong> and <strong>Geofencing<\/strong>?<\/h3>\r\n<p>The two terms are used almost interchangeably, as they are both part of location-based marketing.<\/p>\r\n<ul>\r\n<li>Geo<strong>FENCING<\/strong> tends to refer to the actual virtual fence drawn around a target location (for example, drawing a targeting fence around your competitor&rsquo;s model home).<\/li>\r\n<li>Geo<strong>TARGETING<\/strong> is more of an umbrella word that allows for other means of physical targeting, including targeting based on demographics or spending habits (for example, targeting addresses of homeowners who&rsquo;ve lived in their homes for over 5 years).<\/li>\r\n<\/ul>\r\n<h2>What&rsquo;s an Example of Geotargeting?<\/h2>\r\n<p>In this example, a home builder wants to target low-funnel prospects who are interested in buying a new construction home. They know that people who walk into a competitor&rsquo;s model home are interested in learning more about new construction and may be actively shopping for a new home.<\/p>\r\n<p>The home builder will work with a geotargeting provider to set up a campaign. What happens next:<\/p>\r\n<ul>\r\n<li>Step 1: Prospect A walks into a competitor&rsquo;s model home, a geofencing zone the builder has identified as a target.<\/li>\r\n<li>Step 2: Prospect A&rsquo;s cell phone gets tagged by the geotargeting platform\/ad server.<\/li>\r\n<li>Step 3: While Prospect A surfs the web or uses apps, they will start receiving ads from the builder.<\/li>\r\n<li>Step 4: Prospect A is considered a conversion if they walk into the builder&rsquo;s model home after being served an ad.<\/li>\r\n<\/ul>\r\n<h2>How Does Geotargeting Detect the Users&rsquo; Location?<\/h2>\r\n<p>Technology differs slightly from ad server to ad server, but in general, geotargeting software can detect a user&rsquo;s location by their GPS signals or which cell towers their phone pings. Some geotargeting vendors offer cross-platform ad serving, meaning that they can serve to a location&rsquo;s IP address and serve ads across mobile, desktop, and tablets in that household.<\/p>\r\n<p>Location-based data requires opted-in first party data for privacy compliance. Users opt-in to this type of targeting based on their mobile settings.<\/p>\r\n<h2>Does Geotargeting Work?<\/h2>\r\n<p>According to Propellant Media, 92% of users who are served a programmatic ad will not click on the ad. Therefore, geotargeting may not be the best fit to delivering high-quality website traffic.<\/p>\r\n<p>However, geotargeting is a great fit for businesses that want to increase foot traffic to physical locations. Model homes and retail shopping centers can track measurable foot traffic as a result of a geotargeting campaign.<\/p>\r\n<p>In a recent geotargeting campaign for a major retail client, Blue Sky Marketing executed a 30-day campaign that delivered 569 walk-in conversions at about $7.00 cost-per-lead.<\/p>\r\n<h2>Get Started with Geomarketing<\/h2>\r\n<p>Blue Sky Marketing has vetted geomarketing ad platform vendors for real estate and retail industries, and we can recommend the best vendor for your goals and budget. Blue Sky&rsquo;s team can also help design the best creative assets for your campaign, as well as plan targeting and launch campaigns that deliver results.<\/p>\r\n<p><a href=\"\/contact\">If you&rsquo;re interested in hyperlocal location targeting, let&rsquo;s talk.<\/a><\/p>","date_modified":"2022-02-14 15:17:49","createdby":"41","modifiedby":"41","newsdate":"2022-02-10 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/what-is-geofencing-blog-by-blue-sky-marketing_v.jpg","headingphoto":null,"meta_title":"What is Geotargeting in Online Advertising?","meta_desc":"Geomarketing\/geotargeting is location-based marketing that uses this phone location data to reach prospects based on their physical locations. ","is_hidden":"0","target":"","newslink":"\/blog\/1195\/what-is-geotargeting-in-online-advertising","thumbnail_display":"\/uploads\/images\/blog\/what-is-geofencing-blog-by-blue-sky-marketing_v.jpg","taginfo":{"info":[{"newsid":"1195","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1195","catid":"15","category":"Technology","slug":"technology"},{"newsid":"1195","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1195","catid":"50","category":"Geomarketing","slug":""}],"categories":["15","24","50"],"categorylinks":"<a href=\"\/blog\/category\/technology\">Technology<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">Geomarketing<\/a>"},"src":"\/uploads\/images\/blog\/what-is-geofencing-blog-by-blue-sky-marketing_v.jpg"},{"id":"1172","title":"SEO Best Practices for Your Blog","dateadded":"2021-01-29 17:10:16","article":"<p><em>Last edited: February 2022<\/em><\/p>\r\n<p>The key to SEO blog content is to be helpful to the reader. SEO best practices for your blog include publishing valuable, useful content that your readers will want to bookmark and refer to again, share to others, or link to on their own websites.<\/p>\r\n<p><strong>Your goal:<\/strong> Get visitors to find your website via organic search and then KEEP them on your website with valuable content that answers their query. When visitors stay longer on your page for that search term, Google will deem that page relevant. Pages deemed more relevant increase in search engine ranking.<\/p>\r\n<h2>What are 2022 SEO Best Practices for a Blog?<\/h2>\r\n<p>In its simplest form, SEO best practices in 2022 boil down to these tips below:<\/p>\r\n<ul>\r\n<li>Focus on publishing high-quality content that your readers will find helpful<\/li>\r\n<li>Test long-form blog content with a minimum of 500 words<\/li>\r\n<li>Include your keywords naturally in the content<\/li>\r\n<li>Implement technical SEO for headers, links, and image ALT text<\/li>\r\n<li>Link out to high domain authority websites on key anchor keywords<\/li>\r\n<li>Mobile responsive design important everywhere<\/li>\r\n<li>Link the blog to related pages within your website to assist the reader on their discovery journey<\/li>\r\n<\/ul>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/best-seo-maketing-agency-houston.jpg\" alt=\"SEO Best Practices Blog Header Image\" width=\"550\" height=\"275\" \/><\/p>\r\n<h2>What Makes a Good Blog Topic for SEO Purposes?<\/h2>\r\n<ul>\r\n<li>Blogs that Ask a Question and Then Answer It<\/li>\r\n<li>&ldquo;How To&rdquo; Articles<\/li>\r\n<li>Top Lists (Top 5, Top 20, Top 100, etc.)<\/li>\r\n<\/ul>\r\n<p><em><strong>TIP:<\/strong> Use bullet points or numbered lists in your blog when showcasing your answer. Google tends to feature blogs that do so in their featured results. Featured results are ones that show up in Google search in-line. A link to your blog then follows beneath the featured result answer. Here&rsquo;s an example:<\/em><\/p>\r\n<h2><em><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/top-10-advice-for-college-freshman-google-SERP.png\" alt=\"Google SERP  Results for Query &quot;Top 10 Advice for College Freshman&quot;\" width=\"452\" height=\"600\" \/><\/em>The Ultimate SEO Checklist for Blog Posts<\/h2>\r\n<h3>Content<\/h3>\r\n<p>In SEO, content is king &ndash; valuable, helpful content is what will encourage a visitor to not only visit your website but use you as a resource to either hoard for themselves or share with others. The goal is for all of your content to be <em>useful. <\/em>In fact, a Backlinko.com study found that long-form content gets an average of <a href=\"https:\/\/backlinko.com\/content-study\">77.2% more backlinks than short articles.<\/a> (See what we did there? It&rsquo;s useful: we linked to it to share with you.)<\/p>\r\n<p><em><strong>Tip:<\/strong> One way to write a blog is to search for the topic you want to write on Google and look at the top 2 results. Mimic the content and layout of the blog that&rsquo;s ranked #1 and make yours better (optimized keywords, alt text inclusion, better formatting, your brand&rsquo;s spin on the content) and longer (but don&rsquo;t plagiarize &ndash; Google penalizes duplicate content). <\/em><\/p>\r\n<ol>\r\n<li>Does the blog meet the minimum word count for the desired goal?\r\n<ol>\r\n<li>Blog Post to Share News\/Updates: Minimum 500 words<\/li>\r\n<li>Gain Social Shares: 1,000 &ndash; 2,000 words<\/li>\r\n<li>Gain Backlink and Domain Authority: 2,000 &ndash; 5,000 words<\/li>\r\n<li>Pillar Page: 4000+ words<\/li>\r\n<\/ol>\r\n<\/li>\r\n<li>Is the blog formatted to make it easy to read?\r\n<ol>\r\n<li>Use H2 and H3 headers for visual separation<\/li>\r\n<li>Bulleted or numbered lists are encouraged<\/li>\r\n<li>Easy-to-read font sizes<\/li>\r\n<\/ol>\r\n<\/li>\r\n<\/ol>\r\n<h3>Keywords<\/h3>\r\n<p>Add a main keyword, as well as any secondary words you would associate with that keyword, naturally in the blog.<\/p>\r\n<p><em><strong>Example:<\/strong> The main keyword you want to go after is &ldquo;vintage handbags&rdquo;. Other associated keywords might be &ldquo;vintage designer handbags&rdquo; and &ldquo;vintage purses&rdquo;. You would want to use the words &ldquo;designer&rdquo; and &ldquo;purses&rdquo; in your blog too. If the words &ldquo;designer&rdquo; and &ldquo;purses&rdquo; are somewhere in the blog, the search engines nowadays are smart enough to associate them with those other keyword phrases you wanted to target.<\/em><\/p>\r\n<ol>\r\n<li>Have you identified your main keyword and secondary keywords and included them in the following placements?\r\n<ol>\r\n<li>Meta title (Maximum of 65 characters)<\/li>\r\n<li>Meta description (Maximum of 165 characters &ndash; add keyword near the beginning)\r\n<ul>\r\n<li>If you have extra characters available in your meta description, try to add your company name or geolocation, if not already added.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<li>Blog title<\/li>\r\n<li>First paragraph, near the beginning of the blog<\/li>\r\n<li>Consider adding keywords to H2 and H3 headers in the blog body<\/li>\r\n<li>There should only be one H1 title on the page<\/li>\r\n<\/ol>\r\n<\/li>\r\n<li>Is the keyword being used naturally in the text with the writing voice of a native speaker?\r\n<ol>\r\n<li>Don&rsquo;t worry about keyword density &ndash; just don&rsquo;t stuff the keyword unnaturally<\/li>\r\n<\/ol>\r\n<\/li>\r\n<li>Is the keyword already being searched for?\r\n<ol>\r\n<li>Try to search for the term in Google and see if Google auto-fills it<\/li>\r\n<li>See keyword trends in <a href=\"https:\/\/trends.google.com\/trends\">Google Trends<\/a>, a free research tool<\/li>\r\n<li>Include keywords that are not as competitive, but have high search volumes<\/li>\r\n<li>Include variants of that keyword if you use secondary or associated keywords in the blog content<\/li>\r\n<\/ol>\r\n<\/li>\r\n<li>Is keyword included in the blog URL?\r\n<ol>\r\n<li>Avoid symbols in the blog URL<\/li>\r\n<li>Separate words with hyphens<\/li>\r\n<li>URL should sit as close to the root domain as possible<\/li>\r\n<li>The URL should describe what the blog is about<\/li>\r\n<\/ol>\r\n<\/li>\r\n<\/ol>\r\n<h3>Images<\/h3>\r\n<p>Make sure that ALL images on the blog have descriptive ALT text. For further reading, MOZ, the standard in SEO testing and learning, has a fantastic article on <a href=\"https:\/\/moz.com\/learn\/seo\/alt-text\">ALT text best practices<\/a>.<\/p>\r\n<p><em><strong>What is ALT Text?<\/strong> <\/em><em>These are descriptions in the HTML code that describe the image on the page for web crawlers and screen readers for the visually impaired. Their function, in addition to offering web accessibility for screen reader users, is to display the text if the image can&rsquo;t load in AND provide context to search engine crawlers.<\/em><\/p>\r\n<p>Images also help to break up a lot of text on a blog to make it easier for the reader to read. The goal is to maximize the amount of time a visitor is on your site since this gives search engines an indication that your site has content that is valuable enough to a visitor to warrant staying.<\/p>\r\n<ol>\r\n<li>Before uploading the image to your website, did you rename the image file to be descriptive of the image? Be intentional with your image file names\r\n<ul>\r\n<li><em>children-fishing-in-community<\/em><\/li>\r\n<li><em>mother-and-daughter-reading-book-before-bedtime<\/em><\/li>\r\n<\/ul>\r\n<\/li>\r\n<li>Are all images optimized for web?\r\n<ul>\r\n<li>Ensure that all images are less than 500kB for faster page load times<\/li>\r\n<\/ul>\r\n<\/li>\r\n<li>Do all images in the blog have alt text?<\/li>\r\n<li>Are all images described as specifically as possible?\r\n<ul>\r\n<li>You can leave out most articles\/connectives\/prepositions (examples: the, and, in)<\/li>\r\n<\/ul>\r\n<\/li>\r\n<li>Do some images include the keyword while avoiding keyword stuffing?<\/li>\r\n<li>Are images placed thoughtfully through the blog to break up walls of text and add value to the content?<\/li>\r\n<li>When adding images owned by your brand, include the name of your brand in the alt text phase and even the geolocation of the photo if possible.<\/li>\r\n<li>Include images unique to your company or product and be as descriptive as possible in the file name and ALT text.\r\n<ol>\r\n<li>Example: If a user is searching for pink flower girl dresses for toddlers, and this is a product you happen to have a photo of online, this image could show in Google images and help a user reach your site.<\/li>\r\n<\/ol>\r\n<\/li>\r\n<\/ol>\r\n<h3>Linking<\/h3>\r\n<p>Adding links to your blog is an important part of SEO for your blog. Blogs should have links out to other internal pages using anchor keywords (example: &ldquo;See our available homes&rdquo; should link to an &ldquo;Available Homes&rdquo; page).<\/p>\r\n<p>Add these links in places where it&rsquo;s helpful to the reader to get more information. The goal is to maximize the amount of time a visitor stays on your site, so include other relevant content.<\/p>\r\n<ol>\r\n<li>Does the blog have links to other internal pages using anchor keywords?\r\n<ol>\r\n<li>Add links where it&rsquo;s helpful to the reader to get more information<\/li>\r\n<li>Hyperlink text should match the content of the destination link<\/li>\r\n<\/ol>\r\n<\/li>\r\n<li>Does the blog have intuitive outbound links to high domain authority websites?\r\n<ol>\r\n<li>All external links should open in a new window<\/li>\r\n<li>Are the external links helpful to the reader?<\/li>\r\n<\/ol>\r\n<\/li>\r\n<li>Confirm that the blog does not link excessively to the same internal page &ndash; once is enough<\/li>\r\n<\/ol>\r\n<h3>Technical SEO<\/h3>\r\n<p>On average, over 65% of sessions to our client websites in 2021 came from mobile traffic &ndash; responsive web design is not optional. A large part of SEO strategy includes ensuring that your website meets the technical requirements to deliver a streamlined user experience in addition to valuable content.<\/p>\r\n<ol>\r\n<li>Test your blog page on <a href=\"https:\/\/developers.google.com\/speed\/pagespeed\/insights\/\">Google&rsquo;s PageSpeed Insights<\/a>. Are there opportunities to optimize the page?<\/li>\r\n<\/ol>\r\n<h2>SEO Best Practices 2022 Summary<\/h2>\r\n<p>There is no single correct answer in SEO &ndash; best practices evolve as Google&rsquo;s algorithm changes. However, one thing we&rsquo;re certain won&rsquo;t change is the role SEO plays: connecting users with useful content that can help them in their customer journey.<\/p>\r\n<h5 style=\"text-align: center;\">Interested in implementing an SEO program for your business?<\/h5>\r\n<center>\r\n<p class=\"button\"><a href=\"\/contact\">Let&rsquo;s connect<\/a><\/p>\r\n<\/center>","date_modified":"2022-02-10 14:51:56","createdby":"41","modifiedby":"41","newsdate":"2022-02-04 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/best-seo-maketing-agency-houston.jpg","headingphoto":null,"meta_title":"SEO Best Practices for Your Blog | Blue Sky Marketing","meta_desc":"The key to SEO blog content is to be helpful to the reader. Here are SEO best practices for a blog in 2022","is_hidden":"0","target":"","newslink":"\/blog\/1172\/seo-best-practices-for-your-blog","thumbnail_display":"\/uploads\/images\/blog\/best-seo-maketing-agency-houston.jpg","taginfo":{"info":[{"newsid":"1172","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1172","catid":"29","category":"SEO","slug":""},{"newsid":"1172","catid":"36","category":"Blogging","slug":""}],"categories":["29","36"],"categorylinks":"<a href=\"\/blog\/category\/\">SEO<\/a>, <a href=\"\/blog\/category\/\">Blogging<\/a>"},"src":"\/uploads\/images\/blog\/best-seo-maketing-agency-houston.jpg"},{"id":"1194","title":"Top 25 Industry Blogs to Follow to Stay Up to Date","dateadded":"2022-01-14 08:12:16","article":"<p>Need to stay up to date on all things digital marketing? So do we. We've compiled our list of favorite industry blogs from our advertising partners like Google and Facebook as well as from our favorite sources for Tech News and Search Engine Marketing. No fluff here - only credible resources with daily updates on the fast-changing world of digital marketing.<\/p>\r\n<ul>\r\n<li><a href=\"#partner\">Advertising Partner Official Blogs<\/a><\/li>\r\n<li><a href=\"#sem\">Search Engine Marketing and SEO<\/a><\/li>\r\n<li><a href=\"#digital-marketing\">All Things Digital Marketing<\/a><\/li>\r\n<li><a href=\"#social\">Social Media Strategy<\/a><\/li>\r\n<li><a href=\"#email-marketing\">Email Marketing<\/a><\/li>\r\n<li><a href=\"#tech\">Tech News<\/a><\/li>\r\n<li><a href=\"#real-estate\">Real Estate Digital Marketing Blogs<\/a><\/li>\r\n<\/ul>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/blue-sky-marketing-industry-blogs-to-follow.jpg\" alt=\"Industry Blogs to Follow\" width=\"400\" height=\"200\" \/><\/p>\r\n<h2><a id=\"partner\"><\/a>Advertising Partner Official Blogs<\/h2>\r\n<p>We go straight to the source to keep a pulse on what our advertising partners are releasing. From important new updates to data-driven best practices and recommendations, we rely on information directly from Google, Google Ads, Facebook Ads\/Meta, Pinterest Ads, Spotify, LinkedIn, and, more recently, TikTok Ads, for the latest news.<\/p>\r\n<ul>\r\n<li><a href=\"https:\/\/www.thinkwithgoogle.com\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.thinkwithgoogle.com\/<\/a>&nbsp;<\/li>\r\n<li><a href=\"https:\/\/about.fb.com\/news\/\" target=\"_blank\" rel=\"noopener\">https:\/\/about.fb.com\/news\/<\/a>&nbsp;<\/li>\r\n<li><a href=\"https:\/\/business.pinterest.com\/en\/blog\/\" target=\"_blank\" rel=\"noopener\">https:\/\/business.pinterest.com\/en\/blog\/<\/a>&nbsp;<\/li>\r\n<li><a href=\"https:\/\/www.tiktok.com\/business\/en-US\/blog\" target=\"_blank\" rel=\"noopener\">https:\/\/www.tiktok.com\/business\/en-US\/blog<\/a>&nbsp;<\/li>\r\n<li><a href=\"https:\/\/ads.spotify.com\/en-US\/news-and-insights\/\" target=\"_blank\" rel=\"noopener\">https:\/\/ads.spotify.com\/en-US\/news-and-insights\/<\/a>&nbsp;<\/li>\r\n<li><a href=\"https:\/\/www.linkedin.com\/business\/marketing\/blog\" target=\"_blank\" rel=\"noopener\">https:\/\/www.linkedin.com\/business\/marketing\/blog<\/a>&nbsp;<\/li>\r\n<\/ul>\r\n<h2><a id=\"sem\"><\/a>Search Engine Marketing and SEO<\/h2>\r\n<p>Search Engine Marketing is a large part of digital marketing, and it's always changing. Fortunately, there are plenty of resources available to keep abreast of the most effective strategies in this shifting landscape. Search Engine Land, in particular, does a fantastic job of rounding up updates from Google and discussing ways marketers can adapt to these changes. Neil Patel's blog is a rich resource for Google Ads, while MOZ's blog is arguably THE resource in SEO news and best practices.<\/p>\r\n<ul>\r\n<li><a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">https:\/\/searchengineland.com\/<\/a>&nbsp;<\/li>\r\n<li><a href=\"https:\/\/www.searchenginejournal.com\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.searchenginejournal.com\/<\/a>&nbsp;<\/li>\r\n<li><a href=\"https:\/\/www.wordstream.com\/blog\" target=\"_blank\" rel=\"noopener\">https:\/\/www.wordstream.com\/blog<\/a>&nbsp;<\/li>\r\n<li><a href=\"https:\/\/moz.com\/blog\" target=\"_blank\" rel=\"noopener\">https:\/\/moz.com\/blog<\/a>&nbsp;<\/li>\r\n<li><a href=\"https:\/\/neilpatel.com\/blog\/\" target=\"_blank\" rel=\"noopener\">https:\/\/neilpatel.com\/blog\/<\/a>&nbsp;<\/li>\r\n<\/ul>\r\n<h2><a id=\"digital-marketing\"><\/a>All Things Digital Marketing<\/h2>\r\n<p>Want to learn all the things? HubSpot, Marketing Profs, and MarTech are our favorite resources for holistic digital marketing news, recommendations, and best practices. Covering everything from cross-channel advertising to attribution reporting to online webinars, these blogs are a great way to start the day with learning something new.<\/p>\r\n<ul>\r\n<li><a href=\"https:\/\/blog.hubspot.com\/marketing\" target=\"_blank\" rel=\"noopener\">https:\/\/blog.hubspot.com\/marketing<\/a>&nbsp;<\/li>\r\n<li><a href=\"https:\/\/www.marketingprofs.com\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.marketingprofs.com\/<\/a>&nbsp;<\/li>\r\n<li><a href=\"https:\/\/martech.org\/\" target=\"_blank\" rel=\"noopener\">https:\/\/martech.org\/<\/a>&nbsp;<\/li>\r\n<\/ul>\r\n<h2><a id=\"social\"><\/a>Social Media Strategy<\/h2>\r\n<p>From Benchmarks to best practices, these are our favorite blogs to follow for the latest in social media news and strategy. Social Media Examiner, in particular, is a platform-agnostic blog covering everything from trends in Instagram stories to preparing for the &ldquo;this is going to be fun&rdquo; Metaverse.<\/p>\r\n<ul>\r\n<li><a href=\"https:\/\/www.socialmediaexaminer.com\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.socialmediaexaminer.com\/<\/a>&nbsp;<\/li>\r\n<li><a href=\"https:\/\/buffer.com\/resources\/\" target=\"_blank\" rel=\"noopener\">https:\/\/buffer.com\/resources\/&nbsp;<\/a>&nbsp;<\/li>\r\n<li><a href=\"https:\/\/socialmediaexplorer.com\" target=\"_blank\" rel=\"noopener\">https:\/\/socialmediaexplorer.com<\/a>\/&nbsp;<\/li>\r\n<li><a href=\"https:\/\/sproutsocial.com\/insights\/\" target=\"_blank\" rel=\"noopener\">https:\/\/sproutsocial.com\/insights\/<\/a>&nbsp;<\/li>\r\n<\/ul>\r\n<h2><a id=\"email-marketing\"><\/a>Email Marketing<\/h2>\r\n<p>Need tips for email marketing? Despite being the blogs for these popular email marketing platforms, we find that Mailchimp, Campaign Monitor, and Email on Acid do a good job of NOT pushing their product in their blog. Data-driven email marketing blogs discuss everything from how changes in iOS impact email open rates to newsletter best practices.<\/p>\r\n<ul>\r\n<li><a href=\"https:\/\/www.campaignmonitor.com\/blog\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.campaignmonitor.com\/blog\/<\/a>&nbsp;<\/li>\r\n<li><a href=\"https:\/\/mailchimp.com\/resources\/\" target=\"_blank\" rel=\"noopener\">https:\/\/mailchimp.com\/resources\/<\/a>&nbsp;<\/li>\r\n<li><a href=\"https:\/\/www.emailonacid.com\/blog\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.emailonacid.com\/blog\/<\/a>&nbsp;<\/li>\r\n<\/ul>\r\n<h2><a id=\"tech\"><\/a>Tech News<\/h2>\r\n<p>Digital marketing is fundamentally intertwined with the devices that allow people to access it. The valuable finds in these tech and gadget blogs can be directly related to a coming change in the digital marketing space. New devices, new OS versions, changes in 5G connectivity, new laptop features, and more can all be found on these two top blogs.<\/p>\r\n<ul>\r\n<li><a href=\"https:\/\/www.engadget.com\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.engadget.com\/<\/a>&nbsp;<\/li>\r\n<li><a href=\"https:\/\/techcrunch.com\/\" target=\"_blank\" rel=\"noopener\">https:\/\/techcrunch.com\/<\/a>&nbsp;<\/li>\r\n<\/ul>\r\n<h2><a id=\"real-estate\"><\/a>BONUS: The Best Real Estate Digital Marketing Blogs<\/h2>\r\n<ul>\r\n<li><a href=\"https:\/\/learn.thebdx.com\" target=\"_blank\" rel=\"noopener\">https:\/\/learn.thebdx.com<\/a> - With weekly \"Monday Motivation\" emails delivering tidbits of real estate digital marketing, The BDX's blog is a quick and easy way to see what other builders are doing with new home marketing. They cover everything from building your interest list to implementing the latest virtual tour technology.<\/li>\r\n<li><a href=\"https:\/\/www.zillow.com\/blog\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.zillow.com\/blog\/<\/a> - Interior design, DIY home improvement projects, and other seasonal articles are available along with important real estate news updates. Zillow's blog is mostly a B2C blog, but their market trends blog gives important insights to what home buying prospects are considering.<\/li>\r\n<\/ul>\r\n<h2>Then Your Favorite Blog&hellip; Us<\/h2>\r\n<p>Too much to follow? Blue Sky Marketing has you covered. We keep tabs on everything happening in the digital space and pass that expertise to our digital marketing clients.<\/p>\r\n<p><a href=\"https:\/\/www.blueskymkt.com\/contact\">Ready to talk digital strategy? Let&rsquo;s go.<\/a><\/p>","date_modified":"2022-01-14 08:14:29","createdby":"41","modifiedby":"41","newsdate":"2022-01-14 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/blue-sky-marketing-industry-blogs-to-follow.jpg","headingphoto":null,"meta_title":"Top 25 Industry Blogs to Follow to Stay Up to Date | Blue Sky Marketing","meta_desc":"Need to stay up to date on all things digital marketing? So do we. We've compiled our list of favorite industry blogs. No fluff here - only credible resources with daily updates on the fast-changing world of digital marketing. ","is_hidden":"0","target":"","newslink":"\/blog\/1194\/top-25-industry-blogs-to-follow-to-stay-up-to-date","thumbnail_display":"\/uploads\/images\/blog\/blue-sky-marketing-industry-blogs-to-follow.jpg","taginfo":{"info":[{"newsid":"1194","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1194","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1194","catid":"36","category":"Blogging","slug":""}],"categories":["24","36"],"categorylinks":"<a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">Blogging<\/a>"},"src":"\/uploads\/images\/blog\/blue-sky-marketing-industry-blogs-to-follow.jpg"},{"id":"1193","title":"Blue Sky Markets Three of the Nation\u00e2\u20ac\u2122s Top-Selling Master-Planned Communities 2021","dateadded":"2022-01-05 16:18:07","article":"<p>RCLCO&rsquo;s &ldquo;<a href=\"https:\/\/www.rclco.com\/publication\/the-top-selling-master-planned-communities-of-2021\/\">The 50 Top-Selling Master-Planned Communities &ndash; Year End 2021<\/a>&rdquo; is out, and we&rsquo;re proud to see THREE of our real estate clients make the list!<\/p>\r\n<h6>Congratulations!<\/h6>\r\n<p><a href=\"https:\/\/www.siennatx.com\/\">Sienna<\/a>&nbsp;in Missouri City, TX #25<\/p>\r\n<p><a href=\"https:\/\/www.woodforesttx.com\/\">Woodforest<\/a>&nbsp;in Montgomery, TX #45<\/p>\r\n<p><a href=\"https:\/\/www.crosscreektexas.com\/\">Cross Creek Ranch<\/a>&nbsp;in Fulshear, TX #48<\/p>\r\n<p>RCLCO&rsquo;s report mentions that &ldquo;A lack of new home inventory despite the consistent and growing demand for new homes was generally cited as the reason for this modest growth by MPC developers, with supply chain disruptions, labor market tightness, and cost surges among the top reasons given for the inventory shortages.&rdquo; <span class=\"highlight\">Despite this, optimism is strong for 2022 as demand for new homes remains high.<\/span><\/p>\r\n<table style=\"width: 65%; margin-left: auto; margin-right: auto;\" cellpadding=\"5\">\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 50%; text-align: center; vertical-align: top;\"><a href=\"\/blog\/1180\/8-tips-for-marketing-new-homes-and-what-to-do-when-you-have-none\"><img src=\"\/uploads\/images\/blog\/blog-article-header-marketing-homes-with-low-inventory.jpg\" alt=\"Tips for Marketing New Homes\" width=\"200\" height=\"161\" \/><\/a><\/td>\r\n<td style=\"width: 50%; text-align: left; vertical-align: top;\">\r\n<p><span class=\"highlight\">Related Reading: 8 Tips for Marketing New Homes (And What to Do When You Have None) <\/span><\/p>\r\n<p class=\"button\" style=\"text-align: center;\"><a href=\"\/blog\/1180\/8-tips-for-marketing-new-homes-and-what-to-do-when-you-have-none\">Read On&nbsp;&raquo;<\/a><\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h2><br \/>What Does Blue Sky Marketing Do for Master-Planned Communities?<\/h2>\r\n<p>The Blue Sky Marketing team provides a wide range of marketing solutions for our developer and home builder clients including:<\/p>\r\n<ul>\r\n<li>Online and Offline Marketing Strategy<\/li>\r\n<li>Website Development and Maintenance<\/li>\r\n<li>Analytics and Reporting Databases<\/li>\r\n<li>Google Ads Strategy and Management<\/li>\r\n<li>Facebook Ad Strategy and Management<\/li>\r\n<li>Paid Social Strategy<\/li>\r\n<li>Market Research<\/li>\r\n<li>Content Marketing Services<\/li>\r\n<li>Social Media Reputation Management<\/li>\r\n<li>Search Engine Optimization (SEO)<\/li>\r\n<li>CRM System Set-up and Management<\/li>\r\n<li>Digital Campaign Management<\/li>\r\n<\/ul>\r\n<p>Every client has different needs, and our experienced team is adept at reviewing data critically to identify opportunities to do what builders and developers do best: sell new homes.<\/p>\r\n<h2>Digital Marketing for Builders and Developers<\/h2>\r\n<p>Are you a developer or a new home builder? We'd love to discuss how we can help your team generate more leads and close more sales in 2022. <a href=\"\/contact\">Let's talk.&nbsp;<\/a><\/p>","date_modified":"2022-01-05 16:18:49","createdby":"41","modifiedby":"41","newsdate":"2022-01-05 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/RCLCO_top_selling_communities.jpg","headingphoto":null,"meta_title":"Blue Sky Markets Three of the Nation\u00e2\u20ac\u2122s Top-Selling Master-Planned Communities 2021","meta_desc":"RCLCO\u00e2\u20ac\u2122s \u00e2\u20ac\u0153The 50 Top-Selling Master-Planned Communities \u00e2\u20ac\u201c Year End 2021\u00e2\u20ac\u009d is out, and we\u00e2\u20ac\u2122re proud to see THREE of our real estate clients make the list!","is_hidden":"0","target":"","newslink":"\/blog\/1193\/blue-sky-markets-three-of-the-nations-top-selling-master-planned-communities-2021","thumbnail_display":"\/uploads\/images\/blog\/RCLCO_top_selling_communities.jpg","taginfo":{"info":[{"newsid":"1193","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1193","catid":"43","category":"Awards","slug":""}],"categories":["43"],"categorylinks":"<a href=\"\/blog\/category\/\">Awards<\/a>"},"src":"\/uploads\/images\/blog\/RCLCO_top_selling_communities.jpg"},{"id":"1192","title":"Your 2022 Digital Marketing Checklist","dateadded":"2021-12-14 15:26:19","article":"<p>The new year is right around the corner! What does your 2022 digital marketing strategy look like.&nbsp;<\/p>\r\n<p>We&rsquo;ve created the ultimate digital marketing checklist - a list of best practices your business can put into action as you plan for 2022. Download our helpful checklist for the best tips in digital marketing in 2022.<\/p>\r\n<ul>\r\n<li>\r\n<p><a href=\"#download\">Download the Checklist&nbsp;<\/a><\/p>\r\n<\/li>\r\n<li>\r\n<p><a href=\"#checklist\">2022 Marketing Checklist<\/a><\/p>\r\n<\/li>\r\n<li>\r\n<p><a href=\"#whats-new\">What&rsquo;s New for Digital Marketing in 2022?<\/a><\/p>\r\n<\/li>\r\n<li>\r\n<p><a href=\"#kick-off\">Kick-off Your 2022 Digital Marketing Strategy<\/a><\/p>\r\n<\/li>\r\n<li>\r\n<p><a href=\"#bonus\">BONUS TIP for Reading to The End<\/a><\/p>\r\n<\/li>\r\n<\/ul>\r\n<h2><a id=\"download\"><\/a>Download the Checklist&nbsp;<\/h2>\r\n<p>Complete the form to download the checklist + have it emailed to you.<\/p>\r\n<table cellpadding=\"9\">\r\n<tbody>\r\n<tr>\r\n<td width=\"40%\"><img src=\"\/uploads\/files\/blog\/BSM-Checklist2022.jpg\" alt=\"Blue Sky Marketing 2021 Digital Marketing Checklist\" width=\"270\" height=\"350\" \/><\/td>\r\n<td width=\"60%\">\r\n<script charset=\"utf-8\" src=\"\/\/js.hsforms.net\/forms\/shell.js\" type=\"text\/javascript\"><\/script>\r\n<script>\/\/ <![CDATA[\r\nhbspt.forms.create({\r\n\tregion: \"na1\",\r\n\tportalId: \"5052826\",\r\n\tformId: \"867acd16-b89d-4cc5-b0e1-a8dc9777f796\"\r\n});\r\n\/\/ ]]><\/script>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>&nbsp;<\/p>\r\n<h2><a id=\"checklist\"><\/a>2022 Marketing Checklist<\/h2>\r\n<p>The new year provides a great opportunity for digital housekeeping!<\/p>\r\n<ul>\r\n<li><strong>Change Your Passwords<\/strong> - You should be changing your password regularly, but it's good digital hygiene to update your passwords each year.<\/li>\r\n<li><strong>Google Analytics Account Health<\/strong> - Audit your Google Analytics account to ensure your metrics align with your goals. Are you tracking everything you'd like to track? Have your goals changed?<\/li>\r\n<li><strong>Google Analytics 4 <\/strong>&ndash; If you haven&rsquo;t already, set up a <a href=\"https:\/\/blueskymkt.com\/blog\/1188\/what-is-google-analytics-4-a-beginners-guide\">Google Analytics 4 property<\/a> to start collecting data. You will want to make sure you are tracking custom events specific to your business to start training the property&rsquo;s machine learning.<\/li>\r\n<li><strong>Lead Generation &amp; Cookie-Geddon<\/strong> &ndash; Is your website positioned to collect leads and track visitors after cookie-geddon? The <a href=\"https:\/\/blueskymkt.com\/blog\/1179\/cookie-geddon-the-death-of-the-third-party-cookie\">sunset of the 3<sup>rd<\/sup> party cookie<\/a> will mean changes in how visitors are tracked. Make sure you have a plan to <a href=\"https:\/\/blueskymkt.com\/blog\/1184\/first-party-data---what-is-it-and-why-do-you-absolutely-need-it\">collect first-party data<\/a> and keep a pulse on changes in your analytics.<\/li>\r\n<li><strong>SEO<\/strong> - Check your organic traffic and position in Google Search Console or a tool like SEM Rush. Does your marketing plan include tactics to grow organically? How are your website&rsquo;s <a href=\"https:\/\/blueskymkt.com\/blog\/1187\/2021-google-core-web-vitals-for-non-techies\">Core Web Vitals<\/a> looking?<\/li>\r\n<li><strong>Check Your Content Strategy<\/strong> - Does your content in 2022 align with your goals? Check your messaging for seasonality, keyword inclusion, and structure for readability. Ensure that any new content you plan to generate is helpful and valuable to the reader.<\/li>\r\n<li><strong>Email Marketing <\/strong>- Have you considered unsubscribing or archiving contacts who have not engaged with your emails? Do you have a plan to use and integrate <a href=\"https:\/\/blueskymkt.com\/blog\/1184\/first-party-data---what-is-it-and-why-do-you-absolutely-need-it\">your first-party data<\/a> into nurture campaigns? When <a href=\"https:\/\/blogs.constantcontact.com\/apple-mail-privacy-protection-for-email-marketing\/\">open rates decline as a reliable metric<\/a>, do you have a plan to measure different email KPIs?<\/li>\r\n<li><strong>Automation<\/strong> - Have you found ways to automate your sales and marketing tasks to increase conversion rates? Which content do you need to curate to push leads further down the funnel?<\/li>\r\n<li><strong>Video Marketing<\/strong> - Video remains the #1 source of content consumed on social media and websites, and <a href=\"https:\/\/www.lemonlight.com\/blog\/67-video-marketing-stats-you-need-to-know-for-2022\/\">94% of respondents in a study by Lemonlight<\/a> say that video helped them make a purchase decision at least once. Do you have a video marketing strategy included in your 2022 plan?<\/li>\r\n<li><strong>Organic Social Media<\/strong> - Is your content calendar ready to launch? Create a plan to share your content that includes timely updates, relevant hashtags, and engaging post content.<\/li>\r\n<li><a href=\"\/blog\/1169\/social-media-ad-best-practices--innovations\"><strong>Facebook &amp; Instagram Ads<\/strong><\/a> - Set your ad account up for success by starting with clear objectives, optimized pixels, and creative testing to ensure performance. If you don't have a Business Manager, get one and store all your assets in there. Turn on 2-Factor Authentication (2FA) on your personal account to protect your ads account from hackers.\r\n<ul>\r\n<li>TIP: Check performance in Google Analytics to see how <a href=\"https:\/\/blueskymkt.com\/blog\/1176\/apples-ios-14-update-and-facebook-what-you-need-to-know\">iOS14&rsquo;s changes<\/a> have impacted your social media ads performance reporting. Implement Facebook&rsquo;s Conversion API or similar server-side tracking so you don&rsquo;t lose on conversion tracking.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<li><a href=\"https:\/\/blueskymkt.com\/blog\/1185\/google-ad-creative-specs-and-best-practices-101\"><strong>Google Ads<\/strong><\/a> &ndash; Check if your business can benefit from the new campaign types and tools Google launched in 2021. Test new Google Ads tools like Discovery ads, Display expansion, and data-driven attribution.<\/li>\r\n<\/ul>\r\n<h2><a id=\"whats-new\"><\/a>What&rsquo;s New for Digital Marketing in 2022?<\/h2>\r\n<p>100% digital sales, personalization of the online purchase journey, and creating a seamless virtual experience will likely be the most important takeaways for 2022.<\/p>\r\n<p>According to HubSpot and <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/these-eight-charts-show-how-covid-19-has-changed-b2b-sales-forever\">McKinsey<\/a>, more than &frac34; of buyers and sellers prefer self-serve and remote human engagement over face-to-face interactions and <a href=\"https:\/\/blog.hubspot.com\/sales\/sales-statistics\">48% of salespeople closed deals of $500,000<\/a> without ever meeting the buyer in person. This huge shift in buyer preference signals that digital marketing needs to lead to a seamless digital sales process.<\/p>\r\n<p>Blue Sky&rsquo;s approach to 2022 will focus heavily on what we already do best.<\/p>\r\n<ul>\r\n<li>Implement best practices for online user experiences<\/li>\r\n<li>Focus on UX&rsquo;s optimized for generating first-party data\/leads<\/li>\r\n<li>Implementing technical solutions that focus on speed and core web vitals<\/li>\r\n<li>Generating high-quality original content that users find valuable<\/li>\r\n<li>Keeping a pulse on the <a href=\"https:\/\/blueskymkt.com\/blog\/1190\/3-things-your-budget-needs-in-2022-and-6-things-to-test\">ever-changing digital ecosystem<\/a> as Google Ads, Google Analytics, Facebook, and other major platforms make impactful changes for businesses<\/li>\r\n<\/ul>\r\n<h2><a id=\"kick-off\"><\/a>Kick-off Your 2022 Digital Marketing Strategy<\/h2>\r\n<p>As a 100% digital marketing agency, we know that this process can be overwhelming, which is why we made this list easy to download and keep on hand.<\/p>\r\n<p>If you are interested in getting ahead of the game next year, we have you covered. Blue Sky Marketing always has your back and has helped our clients get the results that they need from their digital marketing strategy for over 10 years.<\/p>\r\n<p>We would like to help your company&rsquo;s digital marketing efforts thrive in the new year. <a href=\"https:\/\/blueskymkt.com\/contact\">Start the conversion today. &raquo;<\/a><\/p>\r\n<h2><a id=\"bonus\"><\/a>BONUS TIP for Reading to The End<\/h2>\r\n<p>Website Audit! The new year is a good time to take a detailed look.<\/p>\r\n<ul>\r\n<li>When was the last time you thoroughly reviewed the content on your website for out-of-date information?<\/li>\r\n<li>Have you checked your &ldquo;About Us&rdquo; page to make sure it reflects your current team?<\/li>\r\n<li>Have you reviewed your Metadata for accuracy?<\/li>\r\n<li>Review the creative and layout of your website &ndash; does it still reflect who you are as a brand and your position in 2022?<\/li>\r\n<\/ul>","date_modified":"2021-12-14 15:33:57","createdby":"41","modifiedby":"41","newsdate":"2021-12-17 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/BSM-Checklist2022_Hero_Image.jpg","headingphoto":null,"meta_title":"Your 2022 Digital Marketing Checklist | Blue Sky Marketing","meta_desc":"The new year is right around the corner! We\u00e2\u20ac\u2122ve created the ultimate digital marketing checklist - a list of best practices your business can put into action as you plan for 2022.","is_hidden":"0","target":"","newslink":"\/blog\/1192\/your-2022-digital-marketing-checklist","thumbnail_display":"\/uploads\/images\/blog\/BSM-Checklist2022_Hero_Image.jpg","taginfo":{"info":[{"newsid":"1192","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1192","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1192","catid":"6","category":"Email Marketing","slug":"email-marketing"},{"newsid":"1192","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1192","catid":"34","category":"Google Ads","slug":""},{"newsid":"1192","catid":"36","category":"Blogging","slug":""},{"newsid":"1192","catid":"39","category":"Facebook Ads","slug":""},{"newsid":"1192","catid":"47","category":"Google Analytics","slug":""}],"categories":["4","6","24","34","36","39","47"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/email-marketing\">Email Marketing<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">Google Ads<\/a>, <a href=\"\/blog\/category\/\">Blogging<\/a>, <a href=\"\/blog\/category\/\">Facebook Ads<\/a>, <a href=\"\/blog\/category\/\">Google Analytics<\/a>"},"src":"\/uploads\/images\/blog\/BSM-Checklist2022_Hero_Image.jpg"},{"id":"1191","title":"Remote Work Best Practices for 2022","dateadded":"2021-12-10 11:43:16","article":"<p>The number of remote employees working from home 5+ days per week rose from 17% to a 44% after the pandemic hit (Source:<a href=\"https:\/\/www.statista.com\/statistics\/1122987\/change-in-remote-work-trends-after-covid-in-usa\/\"> Statista<\/a>), and over 26% of the workforce in the USA will likely remain remote. Is this your business&rsquo;s first time doing remote or hybrid work? At Blue Sky, we&rsquo;ve been a 100% remote company <a href=\"\/blog\/1162\/blue-sky-marketings-founding-story\">since the company was founded 10 years ago<\/a>.<\/p>\r\n<p>While the rest of the world pivoted to adapt to a remote work environment, it was business as usual for Blue Sky, and our methods include a series of best practices for our team to scale as we grow.<\/p>\r\n<p>This article will spill the secret sauce: what do you need to have a thriving work-from-home environment? What does it take to be a successful 100% remote company?<\/p>\r\n<ul>\r\n<li><a href=\"#tips-for-workiing-in-a-remote-environment\">7 Tips to Successfully Work in a Remote Environment<\/a>\r\n<ol>\r\n<li><a href=\"#project-management-tool\">A Single Project Management Tool &amp; Source of Truth<\/a><\/li>\r\n<li><a href=\"#standardized-processes\">Standardized Processes<\/a><\/li>\r\n<li><a href=\"#standardized-training\">Standardized Training and Onboarding<\/a><\/li>\r\n<li><a href=\"#positiive-communication-and-work-culture\">Positive, Communicative Work Culture Online and Offline<\/a><\/li>\r\n<li><a href=\"#naming-conventions\">A Cloud Share Drive with Standardized Naming Convention<\/a><\/li>\r\n<li><a href=\"#healthy-boundaries\">Healthy Boundaries<\/a><\/li>\r\n<li><a href=\"#screenshare-cloud-based-tech-stack\">Screenshare and Secure, Cloud-Based Tech Stack<\/a><\/li>\r\n<\/ol>\r\n<\/li>\r\n<li><a href=\"#soft-skills-for-working-online\">What Soft Skills are Good to Have when Working Online?<\/a><\/li>\r\n<li><a href=\"#from-the-team\">Words of Wisdom from the Team<\/a><\/li>\r\n<li><a href=\"#work-with-blue-sky\">Interested in Working with Blue Sky?<\/a><\/li>\r\n<\/ul>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/remote-work-blue-sky-marketing.jpg\" alt=\"\" width=\"400\" height=\"200\" \/><\/p>\r\n<h2>Remote Work Statistics You Need to Know<\/h2>\r\n<p>First, some statistics about remote work. Although it hasn&rsquo;t been the perfect fit for everyone, remote work is likely going to be a request many employees will make moving forward.<\/p>\r\n<ul>\r\n<li>At the beginning of the pandemic, about 37% of all jobs in the US were remote. In 2021, up to 30% of the workforce now considers themselves a remote employee. (Source: <a href=\"https:\/\/www.quantumworkplace.com\/future-of-work\/remote-work-statistics\">2021 State of Remote Work by Quantum Labs<\/a>)<\/li>\r\n<li>The remaining 60% of the workforce identifies equally as either an on-site employee or hybrid employee. (Source: <a href=\"https:\/\/www.quantumworkplace.com\/future-of-work\/remote-work-statistics\">2021 State of Remote Work by Quantum Labs<\/a>)<\/li>\r\n<li>68% of employees say that they would like to continue in a hybrid work environment even under normal circumstances. (Source: <a href=\"https:\/\/www.quantumworkplace.com\/future-of-work\/remote-work-statistics\">2021 State of Remote Work by Quantum Labs<\/a>)<\/li>\r\n<li>77% of remote workers say they&rsquo;re more productive working from home. (Source: <a href=\"https:\/\/findstack.com\/remote-work-statistics\/\">CoSo Cloud via Findstack.com<\/a>)<\/li>\r\n<\/ul>\r\n<p>If you aren&rsquo;t already working from home or cultivating a healthy hybrid environment, it will come back to bite you eventually as more potential employees express interest in hybrid or remote environments.<\/p>\r\n<h2><a id=\"tips-for-workiing-in-a-remote-environment\"><\/a>7 Tips to Successfully Work in a Remote Environment<\/h2>\r\n<h3><a id=\"project-management-tool\"><\/a>#1. A Single Project Management Tool &amp; Source of Truth<\/h3>\r\n<p>Our project management tool of choice is Asana. This scalable, flexible, and powerful project management tool allows the entire team to communicate and manage projects online. For your own team, we&rsquo;d recommend a tool like Asana that has the following capabilities:<\/p>\r\n<ul>\r\n<li>Ability to create subtasks to assign due dates to specific team members<\/li>\r\n<li>A dashboard for team members to see their daily due tasks<\/li>\r\n<li>An inbox to see activity in projects you&rsquo;re following and mentions by team members<\/li>\r\n<li>Add tags or project IDs to tasks and subtasks<\/li>\r\n<li>&ldquo;@&rdquo; team members to tag them in relevant conversations and tasks<\/li>\r\n<li>Copy\/paste task links in emails, meeting invites, or within other subtasks<\/li>\r\n<li>Add outbound links to comments and task descriptions, including links to Dropbox<\/li>\r\n<li>Copy\/paste screenshots into comments<\/li>\r\n<li>Clone templates and subtasks, carrying over subtask and description details to standardize commonly replicated tasks<\/li>\r\n<\/ul>\r\n<p>One of our favorite capabilities in Asana is the ability to seamlessly communicate and organize tasks per project, tag, or team member. It allows us to have true overhead visibility on all active (and completed!) projects within the same platform.<\/p>\r\n<p><em>NOTE: Similar project management tools we&rsquo;ve seen our clients use include Slack, Monday.com, Jira, and Trello, but we have a clear bias for Asana!<\/em><\/p>\r\n<h3><a id=\"standardized-processes\"><\/a>#2. Standardized Processes<\/h3>\r\n<p>Within Asana, Blue Sky has not only standardized how to name projects and tasks, but how we communicate with each other. Some key parts of our communication mix include:<\/p>\r\n<ul>\r\n<li>Always link attachments via their Google doc or Dropbox link to avoid having multiple versions of the same document in the Asana task<\/li>\r\n<li>Carry on the parent task name to all relevant subtask names.\r\n<ul>\r\n<li>For example, if the project is called <strong>&ldquo;[CLIENT]: New Website&rdquo;,<\/strong> then all subtasks within this parent task will include the parent task name, like:\r\n<ul>\r\n<li><em>[CLIENT]: New Website &ndash; Design Due for Internal Review<\/em><\/li>\r\n<li><em>[CLIENT]: New Website &ndash; Present Staging Site for Approval<\/em><\/li>\r\n<li><em>[CLIENT]: New Website &ndash; Programming Due<\/em><\/li>\r\n<li><em>[CLIENT]: New Website &ndash; Go Live Checklist<\/em><\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<p>Blue Sky also implements the use of cloneable templates for projects your team does often. A few examples include geospatial mapping projects, new website projects, new Google or Facebook Ad account creation, and new employee onboarding.<\/p>\r\n<p>Our Asana also includes links and guidelines for commonly asked HR questions, including written policies for PTO\/Vacation, communication guidelines, and timekeeping expectations.<\/p>\r\n<p>Standardized processes for communicating and project management are key to thriving in a digital environment, and in our case, our standards are set and communicated with Asana.<\/p>\r\n<h3><a id=\"standardized-training\"><\/a>#3. Standardized Training and Onboarding<\/h3>\r\n<p>A little different from overall process standardization, this is specifically about expectations for training and onboarding.<\/p>\r\n<p>Blue Sky uses a template that ensures all new employees are onboarded with the same training and taught the same best practices. At BSM, established team members share the load of training to let the newbie meet as many people as possible during remote onboarding.<\/p>\r\n<p>Training can take place in person in a co-workspace or remotely via a screenshare in Google Chat or Zoom, and each new employee is able to continue to ask questions about a specific onboarding task within their training project.<\/p>\r\n<h3><a id=\"positiive-communication-and-work-culture\"><\/a>#4. Positive, Communicative Work Culture Online and Offline<\/h3>\r\n<p>There is no room for toxicity in an online work culture &ndash; unlike the rest of the internet, there&rsquo;s no place for it when you&rsquo;re communicating with your team in a tool like Asana. Not only is it unproductive, but there are little offline opportunities to resolve issues face to face.<\/p>\r\n<p>Instead, Blue Sky&rsquo;s culture revolves around promoting an open and positive work culture offline and online. This includes:<\/p>\r\n<ul>\r\n<li>Recognizing and thanking employee accomplishments via email to share with the rest of the team.\r\n<ul>\r\n<li>&ldquo;Congrats to [Employee names] for launching a new website for [client name]!&rdquo;<\/li>\r\n<li>&ldquo;[Client] had nothing but praise for [employee name] during our last client meeting. Congrats and well done.&rdquo;<\/li>\r\n<\/ul>\r\n<\/li>\r\n<li>Watching tone of voice when writing emails and comments in Asana. Part of onboarding for our team is reading an article on Psychology Today, &ldquo;<a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/threat-management\/201311\/dont-type-me-email-and-emotions\">Don't Type at Me Like That! Email and Emotions: Emails have feelings too.<\/a>&rdquo; In verbal conversation, tone, body language, and volume help convey your intentions, but in digital communication, we are relying exclusively on text.<\/li>\r\n<li>Using a standard tool to use for chatting online with employees. Instead of some team members using Skype while others use Microsoft Teams, we standardize by having all team members use Google suite tools. In this case, our team expertly uses Google Chat to ping team members or launch screenshares.<\/li>\r\n<\/ul>\r\n<p>Blue Sky also plans regular offline team meetings and team building activities. Team building meet ups have ranged from axe throwing, to karaoke in a beach house, to Octoberfest in a local bier garden. Our team has also taken team trips to New Orleans, Colorado, Cabo Mexico, and New York City. Offline team building is core to keeping a strong culture, even for activities as seemingly simple as a baby shower.<\/p>\r\n<h3><a id=\"naming-conventions\"><\/a>#5. A Cloud Share Drive with Standardized Naming Conventions<\/h3>\r\n<p>Committing to a secure cloud share drive is important for client and company security. Our tool of choice is Dropbox, but we&rsquo;ve seen clients have success with tools like Microsoft OneDrive, Box, or Google Drive.<\/p>\r\n<p>The important thing is to standardize WHICH share drive you use and adopt processes to standardize how the share drive is used.<\/p>\r\n<ul>\r\n<li>Standardize how you file documents and creative. Will you organize your files by client? By project? By team member? Decide how to organize your documents and have all team members abide by the same organizational standard.<\/li>\r\n<li>Standardize how files are named to find relevant files quickly. Our internal naming convention includes the date the file was created, the name of the client, a short name to describe the document, and a version number.<\/li>\r\n<li>Confirm that all team members are trained in securely sharing documents from the share drive.<\/li>\r\n<\/ul>\r\n<h3><a id=\"healthy-boundaries\"><\/a>#6. Healthy Boundaries<\/h3>\r\n<p>The Blue Sky team is available to other team members and clients during set office hours between 8:00 a.m. &ndash; 6:00 p.m.<\/p>\r\n<p>During this time, team members are expected to respond to client inquiries, team member questions in Asana, and emails to vendors. With a flexible work environment, some team members can answer emails and make up work hours during off-hours. However, Blue Sky&rsquo;s culture also respects boundaries: outside of business hours, employees are generally not expected to respond to the team or clients unless in the case of an emergency.<\/p>\r\n<p><a href=\"https:\/\/resources.owllabs.com\/blog\/what-is-remote-work-burnout\">Owl Labs reports that<\/a>, &ldquo;75% of people have experienced burnout at work, with 40% saying that they&rsquo;ve experienced burnout specifically while working during the COVID-19 pandemic.&rdquo; To avoid burnout, it&rsquo;s important to have healthy boundaries, especially when working from home.<\/p>\r\n<p>One of our employees likes to say, &ldquo;We work at 100% when the laptop is on. When the laptop is off, the laptop is OFF. The foot is down. Work is not happening.&rdquo; Eat lunch with your laptop off. Set a time to stop working every day. These boundaries are critical in establishing a healthy work-life balance.<\/p>\r\n<h3><a id=\"screenshare-cloud-based-tech-stack\"><\/a>#7. Screenshare and Secure, Cloud-Based Tech Stack<\/h3>\r\n<p>Master the screen share and cloud-based collaboration tools like Google Docs, JamBoard, Google Chat (previously Meet). You CAN collaborate effectively online, but it does take the right set of tools, and every team is different. While some teams prefer the flexibility and connectivity of tools like Slack, other teams may prefer to collaborate with live chatting.<\/p>\r\n<h2><a id=\"soft-skills-for-working-online\"><\/a>What Soft Skills are Good to Have when Working Online?<\/h2>\r\n<p>Soft skills are an important part of working online. You need the discipline and adaptability to scale how you work online. The most important soft skills for working online include:<\/p>\r\n<ul>\r\n<li><strong>Written Communication Skills<\/strong>: How you say it online is just as important as what you&rsquo;re saying. Know basic written rules for online communication, like ALL CAPS generally means SHOUTING. Online communication does not account for vocal tone and body language, so be aware of when your words may be taken out of context. One resource we share with all new team members is an article from <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/threat-management\/201311\/dont-type-me-email-and-emotions\">PsychologyToday, &ldquo;Don't Type at Me Like That! Email and Emotions.&rdquo;<\/a><\/li>\r\n<li><strong>When the Written Word is not Enough:<\/strong> Sometimes, you just need a call or a screen share or a video call (or an in-person co-work) with both clients and team members to be most effective. Know when it&rsquo;s time to draw the line at written communication.<\/li>\r\n<li><strong>Self-Awareness: <\/strong>Know what you can take on and can't do and don&rsquo;t be afraid to say &ldquo;no&rdquo; if you need to. Be aware of your boundaries so that you know when (and who) to ask for help with your work online.<\/li>\r\n<li><strong>Clarity:<\/strong> Be clear in your words, intentions, and expectations. While this is true for all workplaces, it&rsquo;s especially important in a remote environment where trust and clarity is critical to get work done.<\/li>\r\n<li><strong>Office Equipment:<\/strong> Communication may be online, but you&rsquo;re operating in the real world! Does your workplace offer office equipment and gear to help you complete your work? How is your laptop performance? Do you need a printer or an ergonomic chair to improve your workstation?<\/li>\r\n<li><strong>Autonomy:<\/strong> Remote work requires a high level of autonomy and discipline. If you are the type that requires hand-holding to complete your work, remote work might not be for you.<\/li>\r\n<li><strong>Empathy:<\/strong> Though true for all workplaces, it is easy to forget that the names on your screen are connected to REAL people. Never forget that there is a co-worker and real person on the other side of the screen intercepting your work.<\/li>\r\n<\/ul>\r\n<h2><a id=\"from-the-team\"><\/a>Words of Wisdom from the Team<\/h2>\r\n<p style=\"text-align: center;\">\"Hire smart people and let them flesh out the remote ecosystem with you. It's got to be a living breathing thing or it will die.\" <span class=\"highlight\">- Michelle LeBlanc<\/span><\/p>\r\n<table style=\"width: 100%;\" cellpadding=\"15\">\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 50%; vertical-align: top;\">\r\n<p>\"Discipline and the ability to have solid work-life boundaries. Once my laptop is off after office hours, it's off. Work is done. I also am strict with myself about breaks and work hours.\"<\/p>\r\n<p><span class=\"highlight\">- Carolyn, Google Ads Team, HubSpot Team<\/span><\/p>\r\n<\/td>\r\n<td style=\"width: 50%; vertical-align: top;\">\r\n<p>\"Self-awareness ranks at the top of the list for me coupled with a strong work ethic. You have to know yourself and know what you can and what you can't take on. Being able to say no and asking for help are key in a remote environment\"<\/p>\r\n<p><span class=\"highlight\">- Sara, Creative Team<\/span><\/p>\r\n<p>&nbsp;<\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 50%; vertical-align: top;\">\r\n<p data-pm-slice=\"1 1 []\">\"Be present for work and being present for your personal life when it's time - or rather, take work time as seriously as you would if you were in the office, but also respecting your personal time by closing the computer at quitting time. Not forgetting that they are people on the other side of the computer screen and taking time to connect with your coworkers in a video call or coworking spaces to get to know the people you work with, even if you don't have a water cooler or a hallway to see them in.\"<\/p>\r\n<p><span class=\"highlight\">- Kate, Social Ads Team, Brand Team<\/span><\/p>\r\n<\/td>\r\n<td style=\"width: 50%; vertical-align: top;\" width=\"336\">\r\n<p>&ldquo;Strong communication skills are one of my top essentials for remote work. Building relationships with clients and colleagues virtually requires clear language and an understanding of written tone to ensure everyone is on the same page.&rdquo;<\/p>\r\n<p><span class=\"highlight\">- Bridget, Brand Team<\/span><\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 50%; vertical-align: top;\" width=\"336\">\r\n<p>&ldquo;It&rsquo;s important to be able to solve problems on your own. When working on a project, being able to research solutions to any potential issues or obstacles is critical to being more efficient. And it often leads to the discovery of new ideas and more innovative methods and approaches.\"<\/p>\r\n<p><span class=\"highlight\">- Tiffany, Creative Team<\/span><\/p>\r\n<\/td>\r\n<td style=\"width: 50%; vertical-align: top;\" width=\"336\">\r\n<p>\"Know yourself and your stress limits. Taking breaks, running quick errands, and going for walks are all part of managing stress well when work and home start to blend together.\"<\/p>\r\n<p><span class=\"highlight\">- Colton, Brand Team<\/span><\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 50%; vertical-align: top;\" width=\"336\">\r\n<p>\"Remote work can be more unpredictable than an office environment, so being adaptable to new or unexpected situations that may arise is important. It's also important to find the balance between completing tasks and taking initiative to check in regularly with coworkers.\"<\/p>\r\n<p><span class=\"highlight\">- Mandy, SEO Team<\/span><\/p>\r\n<\/td>\r\n<td style=\"width: 50%; vertical-align: top;\" width=\"336\">\r\n<p>\"Being able to focus on your tasks is important when working remote. Have a daily routine, use a list to help keep you organized and limit distractions.\"<\/p>\r\n<p><span class=\"highlight\">- Danielle, Brand Team<\/span><\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 50%; vertical-align: top;\" width=\"336\">\r\n<p>\"Strong communication skills is top of the list, followed by equally strong boundaries. You need to know how to effectively communicate with clients and coworkers to achieve goals and establish good rapport. You also need to know your boundaries and establish a healthy work-life balance with your \"office' just steps away at all times. Those tasks will be there in the morning, I promise.\"<\/p>\r\n<p><span class=\"highlight\">- Carrie, Brand Team<\/span><\/p>\r\n<\/td>\r\n<td style=\"width: 50%; vertical-align: top;\" width=\"336\">\r\n<p data-pm-slice=\"1 1 []\">\"It is important to have a strong work ethic and team mentality when working remotely. Communicate frequently to keep projects moving and utilize skill sets across the team. It is also helpful to have a dedicated workspace where you can close the door to focus and also separate work from home at the end of the day.\"<\/p>\r\n<p><span class=\"highlight\">- Lauren, Creative Team, Brand Team<\/span><\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 50%; vertical-align: top;\" width=\"336\">\r\n<p>\"You have to be a self-starter and have the motivation to complete your work without having daily instruction.\"<\/p>\r\n<p><span class=\"highlight\">- Maddi, Brand Team<\/span><\/p>\r\n<p>&nbsp;<\/p>\r\n<\/td>\r\n<td style=\"width: 50%; vertical-align: top;\" width=\"336\">\r\n<p data-pm-slice=\"1 1 []\">\"It's easy to get caught up in task triage mode. Recognize that it's valuable to spend time connecting with other team members outside of tasks and the daily grind to combat isolation and a sense that it all falls on you personally to do.\"<\/p>\r\n<p><span class=\"highlight\">- Megan, Social Ads Team, Brand Team<\/span><\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 50%; vertical-align: top;\" width=\"336\">\r\n<p data-pm-slice=\"1 1 []\">\"Knowing when to pick up the phone to sort out confusion. Some things can be explained or settled via email or project management programs, but sometimes you just need a \"face to face\" discussion to clear up the confusion via phone call or screenshare. This is often a huge time saver and helps both parties communicate with each other more effectively in the future.\"<\/p>\r\n<p>- Yvonne, Social Ads Team, Admin Team<\/p>\r\n<\/td>\r\n<td style=\"width: 50%; vertical-align: top;\" width=\"336\">\r\n<p>&nbsp;<\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h2><a id=\"work-with-blue-sky\"><\/a>Interested in Working with Blue Sky?<\/h2>\r\n<p>Blue Sky Marketing has always been a remote company with a hybrid approach &ndash; our client meet ups are fun and engaging, and our digital approach is proactive and clear. Interested in taking your digital marketing to the next level? <a href=\"\/contact\">Let&rsquo;s talk.<\/a><\/p>","date_modified":"2021-12-13 13:43:17","createdby":"41","modifiedby":"41","newsdate":"2021-12-13 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/remote-work-blue-sky-marketing.jpg","headingphoto":null,"meta_title":"Remote Work Best Practices for 2022 | Blue Sky Marketing","meta_desc":"This article will spill the secret sauce: what do you need to have a thriving work-from-home environment? What does it take to be a successful 100% remote company? ","is_hidden":"0","target":"","newslink":"\/blog\/1191\/remote-work-best-practices-for-2022","thumbnail_display":"\/uploads\/images\/blog\/remote-work-blue-sky-marketing.jpg","taginfo":{"info":[{"newsid":"1191","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1191","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1191","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1191","catid":"49","category":"Remote Work","slug":""}],"categories":["9","12","49"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/\">Remote Work<\/a>"},"src":"\/uploads\/images\/blog\/remote-work-blue-sky-marketing.jpg"},{"id":"1190","title":"3 Things Your Budget Needs in 2022 (And 6 Things to Test)","dateadded":"2021-11-22 15:50:34","article":"<p>Blue Sky believes in always looking forward. We&rsquo;ve been updating you about upcoming changes in <a href=\"https:\/\/www.blueskymkt.com\/blog\/1181\/important-changes-you-need-to-know-about-search-marketing-in-2021\">search engine marketing<\/a>, <a href=\"https:\/\/www.blueskymkt.com\/blog\/1176\/apples-ios-14-update-and-facebook-what-you-need-to-know\">social media<\/a>, and <a href=\"https:\/\/www.blueskymkt.com\/blog\/1179\/cookie-geddon-the-death-of-the-third-party-cookie\">Cookie-geddon<\/a>, but we know resources, time, and budget are limited. If you could only implement three new things to your 2022 digital marketing budget, what should they be? And why?<\/p>\r\n<p>Here&rsquo;s our breakdown of which hot topics we feel are most important. These top three &ldquo;to-do&rdquo; list items will help you stay connected to your digital audience AND allow you to continue to see the effects of your digital marketing spend.<\/p>\r\n<ul>\r\n<li><a href=\"#core-web-vitals\">Core Web Vitals Optimizations<\/a><\/li>\r\n<li><a href=\"#ga4\">Planning for Google Analytics 4<\/a><\/li>\r\n<li><a href=\"#crm\">First-Party Data and a Good CRM<\/a><\/li>\r\n<li><a href=\"#media-buys\">6 New Media Buys to Try in 2022<\/a><\/li>\r\n<\/ul>\r\n<h2>Top 3 Things Your Digital Marketing Budget Needs in 2022<\/h2>\r\n<h3><a id=\"core-web-vitals\"><\/a>#1. Core Web Vitals Optimizations<\/h3>\r\n<p><a href=\"https:\/\/www.blueskymkt.com\/blog\/1187\/2021-google-core-web-vitals-for-non-techies#why-are-core-web-vitals-important\">Google Core Web Vitals<\/a> is a set of three important metrics that Google uses to determine the overall performance and user experience of a website:<\/p>\r\n<ul>\r\n<li>Largest Contextual Paint<\/li>\r\n<li>First Input Delay<\/li>\r\n<li>Cumulative Layout Shift<\/li>\r\n<\/ul>\r\n<p>These terms are metrics that measure how quickly your pages load (and what is loading) when someone accesses your website on desktop and mobile.<\/p>\r\n<p>Site speed and useful content are an important part of the online user experience, and these metrics are Google&rsquo;s way of measuring how fast and relevant your website is from a technical standpoint. It&rsquo;s important to know that having poor Core Web Vitals not only indicates a poor user experience, but they can also LOWER your SEO rank.<\/p>\r\n<h4 style=\"padding-left: 30px;\"><em>To Do: Website Speed Audit and Optimizations<\/em><\/h4>\r\n<p style=\"padding-left: 30px;\">We suggest making room in your yearly budgets to have your website audited and reviewed to ensure your Core Web Vitals are healthy. <strong>Faster website = better user experience = happier website visitors = longer web sessions = healthier Google rank.<\/strong><\/p>\r\n<h3><a id=\"ga4\"><\/a>#2. Planning for Google Analytics 4<\/h3>\r\n<p>While Google has yet to announce the sunset of Universal Analytics (the current version of Google Analytics), we believe in being prepared for a future where we will need to adapt to Google Analytics 4.<\/p>\r\n<p>With machine learning at its core, GA4 is meant to surface helpful insights from customer data and fill in the gaps that privacy-based restrictions and cookie-less tracking may no longer pick up. We outline the big differences between Universal Analytics and Google Analytics in a previous blog.<\/p>\r\n<table style=\"width: 65%; margin-left: auto; margin-right: auto;\" cellpadding=\"5\">\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 50%; text-align: center; vertical-align: middle;\"><img src=\"\/uploads\/images\/blog\/google_analytics_4.jpg\" alt=\"\" width=\"400\" height=\"200\" \/>&nbsp;<\/td>\r\n<td style=\"width: 50%; text-align: left; vertical-align: top;\">\r\n<p><span class=\"highlight\">Related Reading: What is Google Analytics 4? A Beginner&rsquo;s Guide October 26, 2021<\/span><\/p>\r\n<p class=\"button\" style=\"text-align: center;\"><a>Read On&nbsp;&raquo;<\/a><\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h4 style=\"padding-left: 30px;\"><em>To Do: Set up a GA4 Account and Custom Event Tracking Now<\/em><\/h4>\r\n<p style=\"padding-left: 30px;\">In 2022, we strongly suggest taking time to (1) set up a Google Analytics 4 property, (2) set up your GA4 tracking events, and (3) find your way around the new interface.<\/p>\r\n<p style=\"padding-left: 30px;\">One key difference is that GA4 will present predictive metrics as well as web events (like page visits and form fills). GA4 tracks the same user from app to web to track their entire customer journey &ndash; this means that marketers who rely on Google Analytics will have to reframe the way we think about analytics in the new platform.<\/p>\r\n<p style=\"padding-left: 30px;\">Setting up your GA4 property now will also allow you to start collecting data since the property will only start measuring data at launch. In other words &ndash; no historical data from universal analytics will carry over to GA4.<\/p>\r\n<h3><a id=\"crm\"><\/a>#3. First-Party Data and a Good CRM<\/h3>\r\n<p>If you don&rsquo;t already have one, we would strongly recommend investing in a Customer Relationship Management platform (CRM).<\/p>\r\n<p>Enterprise <a href=\"https:\/\/blog.hubspot.com\/sales\/why-your-company-needs-a-crm-system-to-grow\">CRM HubSpot explains,<\/a> &ldquo;CRMs are powerful tools that can help you expedite business growth while eliminating friction, collaborate cross-team, manage your contact records, sync data, automate daily tasks, and more.&rdquo;<\/p>\r\n<p>CRM Platforms we&rsquo;ve worked with in the past include HubSpot and Salesforce. <a href=\"https:\/\/www.pcmag.com\/picks\/the-best-crm-software\">PCMag<\/a> often reports on their top CRM picks for the year but choosing a CRM should be based on what works for your business and budget.<\/p>\r\n<p>Why do you need a CRM? Because collecting and managing <a href=\"https:\/\/www.blueskymkt.com\/blog\/1184\/first-party-data---what-is-it-and-why-do-you-absolutely-need-it\">first-party data<\/a> will be critical once (you guessed it) Cookie-geddon happens. Collecting first-party data is about more than just being able to send them emails &ndash; collecting emails and information from your subscribers and buyers allows you to remarket your products to them, get consumer feedback, and optimize your sales process.<\/p>\r\n<p>In a digital world where making connections with your prospect will be important to closing sales, first-party data, and a CRM to collect, manage, and analyze it, will be especially important. CRMs range in price and features, so it&rsquo;s important to select one that works for your unique business needs.<\/p>\r\n<h4 style=\"padding-left: 30px;\"><em>To Do: Start Shopping for a CRM or Audit How You&rsquo;re Using Your Current One<\/em><\/h4>\r\n<p style=\"padding-left: 30px;\">If you don&rsquo;t already have a good CRM, start doing demos with CRM providers like HubSpot, ActiveCampaign, or SharpSpring. See which platform has the tools you like the most and fit your business&rsquo;s needs the best.<\/p>\r\n<p style=\"padding-left: 30px;\">Already have a CRM? Review your usage of it &ndash; the platform may have introduced new features that you can use to make the most of your 1<sup>st<\/sup> party data.<\/p>\r\n<h2><a id=\"media-buys\"><\/a>6 New Media Buys to Try in 2022<\/h2>\r\n<p>Now that you&rsquo;ve read about what you NEED in your 2022 media mix, let&rsquo;s talk about other exciting media options. Currently, Blue Sky has partners that allow us to target your prospects via streaming video, audio, IP address, and geographic location.<\/p>\r\n<h3>#1. Geotargeting<\/h3>\r\n<p>Geotargeting involves drawing a geofence around a target location (like a competitor&rsquo;s model home). People who walk into these zones have the intent to research or buy, and you want to be the one in front of those people.<\/p>\r\n<p>With geotargeting, you can track someone&rsquo;s phone when they enter your geofence and serve them your display ads when they browse online or use apps with ads. Conversions are measured when they walk into YOUR location, an extremely low-funnel conversion.<\/p>\r\n<h3>#2. Industry-Specific Ad Placements and Paid Content<\/h3>\r\n<p>With the sunset of the 3<sup>rd<\/sup>-party cookie, digital marketers will have to return to more contextual marketing &ndash; this means researching your buyer&rsquo;s interests and intents. This lends itself well to sponsoring content or paying for ads on websites where your prospects go to research your industry.<\/p>\r\n<p>For example, purchasing native ads on Zillow.com or Realtor.com if you are a development, or sponsoring a blog on a local community news website. Research where your audience goes to get information and meet them where they are already going.<\/p>\r\n<h3>#3. Streaming Audio<\/h3>\r\n<p>Spotify offers self-serve audio and video ad placements on their free streaming audio service. Spotify is a great brand awareness media buy, offering a low-cost way to target prospects in your desired zip code or demographic. Spotify&rsquo;s native reporting also offers transparent metrics on your ad&rsquo;s performance allowing you to see how many times the ad was played and if there were any click-throughs to your website.<\/p>\r\n<h3>#4. TikTok Ads<\/h3>\r\n<p>You probably saw this one coming &ndash; TikTok has exploded in popularity. The app continues to grow in popularity in the USA among almost all demographics, and has reached 3 BILLION installs (Source: <a href=\"https:\/\/www.socialmediatoday.com\/news\/tiktok-becomes-the-first-non-facebook-owned-app-to-reach-3-billion-installs\/603364\/\">Social Media Today<\/a>). Fortunately, they have an ad platform. To be successful, though, ad creatives should match the culture of the TikTok platform, so it doesn&rsquo;t interrupt the flow of the user experience. TikTok Advertising recommends keeping ads entertaining since <a href=\"https:\/\/www.tiktok.com\/business\/en-US\">61% of users feel that advertising on TikTok<\/a> is unique compared to other top social and video platforms.<\/p>\r\n<h3>#5. Connected TV (CTV) and Over-the-Top Media (OTT)<\/h3>\r\n<p>Who didn&rsquo;t end up with a streaming service by the end of 2020? Connected TV refers to smart TVs that are connected to various streaming apps and OTT refers to the industry as a whole for self-serve streaming media. Video streaming OUTSIDE of traditional television is an exciting frontier for businesses who typically avoid the costs associated with TV buys.<\/p>\r\n<p>Blue Sky has partners who can serve your video ads to your desired prospects on sites like Hulu and Pluto TV and apps like Discovery, HGTV, and more for lower minimums than you thought. This exciting brand awareness media buy also has the ability to launch with granular demographic targeting.<\/p>\r\n<h3>#6. Demand Side Platform (DSP) Network<\/h3>\r\n<p>Test partnering with a DSP service to serve ads and content directly to specific publisher sites. This will be great to test in a world where contextual marketing becomes more important &ndash; which websites are your prospects visiting? And how can you get in front them?<\/p>\r\n<p>Power your advertising with integrated programmatic search, social, and site direct media. This is especially useful for serving ads to websites that are NOT part of the Google Display network. Some DSPs offer options for geotargeting as well.<\/p>\r\n<h2>Your 2022 Digital Marketing Budget<\/h2>\r\n<p>Next year will be exciting, and we&rsquo;re sure there will be plenty of surprises unveiled within the next few months. If you&rsquo;re interested in expanding your digital presence next year, <a href=\"https:\/\/www.blueskymkt.com\/contact\">let&rsquo;s talk<\/a>. Our experienced media buying team can help you develop a strategy that makes the most of your budget while embracing the changes the digital world brings.<\/p>","date_modified":"2021-11-22 16:00:13","createdby":"41","modifiedby":"41","newsdate":"2021-11-22 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/2022-budget-01.jpg","headingphoto":null,"meta_title":"3 Things Your Budget Needs in 2022 (And 6 Things to Test)","meta_desc":"Changes in search engine marketing, social media, and Cookie-geddon are coming, but we know resources, time, and budget are limited. If you could only implement 3 new things to your 2022 budget, what should they be? And why?","is_hidden":"0","target":"","newslink":"\/blog\/1190\/3-things-your-budget-needs-in-2022-and-6-things-to-test","thumbnail_display":"\/uploads\/images\/blog\/2022-budget-01.jpg","taginfo":{"info":[{"newsid":"1190","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1190","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1190","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1190","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1190","catid":"45","category":"Cookies","slug":""},{"newsid":"1190","catid":"47","category":"Google Analytics","slug":""}],"categories":["4","9","24","45","47"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">Cookies<\/a>, <a href=\"\/blog\/category\/\">Google Analytics<\/a>"},"src":"\/uploads\/images\/blog\/2022-budget-01.jpg"},{"id":"1189","title":"Pinterest Ads Best Practices for Small & Mid-Sized Businesses (SMBs)","dateadded":"2021-11-04 16:48:25","article":"<p>Pinterest says it best: People come to Pinterest to plan their best selves.&nbsp;<\/p>\r\n<p>As a planning and inspiration platform, Pinterest can help SMBs target prospects as they plan for big things. <a href=\"https:\/\/newsroom.pinterest.com\/en\/post\/introducing-new-pinterest-shopping-features-help-shoppers-find-what-they-actually-love\" target=\"_blank\" rel=\"noopener\">89% of weekly Pinners use Pinterest for inspiration in their path to purchase<\/a>, and the platform <a href=\"https:\/\/blog.hootsuite.com\/pinterest-statistics-for-business\/\" target=\"_blank\" rel=\"noopener\">has 459 million monthly active users<\/a>. In short, Pinterest can influence what people buy.<\/p>\r\n<p>Pinterest Ads are visual-first formats that showcase products in the same layout as an organic pin. This non-intrusive way of introducing your product can be served directly to your target demographic&rsquo;s feed as they are making plans.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Pinterest_2020_Performance_Against_Search.png\" alt=\"Pinterest 2020 Performance Against Search\" width=\"1180\" height=\"691\" \/><\/p>\r\n<p style=\"text-align: center;\"><em>Holiday searches on Pinterest compared to a leading search engine shows prospects searching Pinterest earlier in the year. Source: <\/em><a href=\"https:\/\/business.pinterest.com\/en\/holiday\/\" target=\"_blank\" rel=\"noopener\"><em>Pinterest<\/em><\/a><\/p>\r\n<h2>How Can your Business Use Pinterest?<\/h2>\r\n<p>Aside from creating boards to curate ideas for your audience featuring your products, these paid solutions on Pinterest offer advertisers flexible ways to reach your target audience when they&rsquo;re searching for your type of product or based off of their interests in boards. The key to Pinterest creative is keeping your content inspirational, positive, and actionable. Here are three ways your business can engage with Pinners beyond organic pins.<\/p>\r\n<p><strong>Pinterest Ads<\/strong>: Help Pinners find their next new favorite thing by putting your product in front of them on their feed. Ads offer four optimization goals:<\/p>\r\n<ul>\r\n<li>Awareness<\/li>\r\n<li>Consideration<\/li>\r\n<li>Conversions<\/li>\r\n<li>Offline Sales<\/li>\r\n<\/ul>\r\n<p><strong>Pinterest Shopping:<\/strong> Pinterest allows advertisers to upload a catalog of products to enhance the online shopping experience. After uploading your catalog, you can layer in paid ads to help your products be discovered by the right buyers.<\/p>\r\n<p><strong>Idea Pins: <\/strong>This new format allows video content creators to be discovered and engage with Pinners. Idea Pins are short-form mixes of videos and\/or images with the ability to add voice-over recording, allowing creators on Pinterest to showcase the process\/steps for creating. This type of fresh content reminds us of how Instagram stories and TikTok engage with users.<\/p>\r\n<h2>Recommendations and Expectations for Pinterest<\/h2>\r\n<p>Depending on your business, Pinterest can be a powerful brand awareness medium, especially with its reputation as &ldquo;The Last Positive Place on the Internet.&rdquo;<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Pinterest_2020_Demographics.png\" alt=\"Key demographics that use Pinterest\" width=\"1084\" height=\"282\" \/><\/p>\r\n<p style=\"text-align: center;\"><em>Key demographics that use Pinterest. Source: <\/em><a href=\"https:\/\/business.pinterest.com\/en\/audience\" target=\"_blank\" rel=\"noopener\"><em>Pinterest<\/em><\/a><\/p>\r\n<p>We are finding that we like Pinterest as a brand awareness platform when targeting the platform&rsquo;s key demographics. Since much of Pinterest&rsquo;s user activity happens within the platform (think Pinning, saving, sharing, etc.), we find value in metrics that showcase how many times the ad was seen, compared to other social media platforms.<\/p>\r\n<p>We also find that the earlier and longer Pinterest campaigns run, the better. As a long-tail, planning platform, Pinterest is where prospects go to plan a purchase.<\/p>\r\n<ul>\r\n<li>What kind of kitchens do they like?<\/li>\r\n<li>What kind of decorations would look good in their space?<\/li>\r\n<li>For building a custom home, what kind of finishes have other people tried?<\/li>\r\n<li>What are key features in wedding venues for perfect photos?<\/li>\r\n<li>How can your brand use Pinterest to inspire users in their planning and purchase journey?<\/li>\r\n<\/ul>\r\n<p>Interested in including Pinterest into your media mix for ongoing brand awareness and consideration? <a href=\"\/contact\">Let&rsquo;s talk.<\/a><\/p>\r\n<h2>Helpful Resources<\/h2>\r\n<ul>\r\n<li><a href=\"https:\/\/business.pinterest.com\/en\/creative-best-practices\/\" target=\"_blank\" rel=\"noopener\">Pinterest Ad Creative Best Practices<\/a><\/li>\r\n<li><a href=\"https:\/\/www.pinterest.com\/creativestrategy\/_created\/\" target=\"_blank\" rel=\"noopener\">5 Pillars of Creating Planning on Pinterest<\/a><\/li>\r\n<li><a href=\"https:\/\/business.pinterest.com\/advertise\" target=\"_blank\" rel=\"noopener\">Advertise on Pinterest<\/a><\/li>\r\n<\/ul>","date_modified":"2021-11-04 16:49:09","createdby":"41","modifiedby":"41","newsdate":"2021-11-04 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/smartphone-showing-pinterest-application-mobile-it-was-held-by-man-hand-cafe-shop.jpg","headingphoto":null,"meta_title":"Pinterest Ads Best Practices for SMBs","meta_desc":"How can your business use Pinterest? Explore types of Pinterest ads and ways your SMB can use Pinterest.","is_hidden":"0","target":"","newslink":"\/blog\/1189\/pinterest-ads-best-practices-for-small--mid-sized-businesses-smbs","thumbnail_display":"\/uploads\/images\/blog\/smartphone-showing-pinterest-application-mobile-it-was-held-by-man-hand-cafe-shop.jpg","taginfo":{"info":[{"newsid":"1189","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1189","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"1189","catid":"31","category":"Social Media Marketing","slug":""},{"newsid":"1189","catid":"48","category":"Pinterest","slug":""}],"categories":["14","31","48"],"categorylinks":"<a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/\">Social Media Marketing<\/a>, <a href=\"\/blog\/category\/\">Pinterest<\/a>"},"src":"\/uploads\/images\/blog\/smartphone-showing-pinterest-application-mobile-it-was-held-by-man-hand-cafe-shop.jpg"},{"id":"1188","title":"What is Google Analytics 4? A Beginner\u00e2\u20ac\u2122s Guide","dateadded":"2021-10-26 08:32:39","article":"<p>It&rsquo;s the new generation of Google Analytics &ndash; Google Analytics 4 (GA4). With machine learning at its core, GA4 is meant to surface helpful insights from customer data and fill in the gaps that privacy-based restrictions and cookie-less tracking may no longer pick up.&nbsp;<\/p>\r\n<ul>\r\n<li><a href=\"#why-important\">Why is Google Analytics 4 Important?<\/a><\/li>\r\n<li><a href=\"#what-version-of-GA-are-we-using-right-now\">Which Version of Google Analytics are We Using Right Now?<\/a><\/li>\r\n<li><a href=\"#benefits-of-google-analytics-4\">5 Benefits of Google Analytics 4 for a Cookie-less Future<\/a><\/li>\r\n<li><a href=\"#how-do-you-measure-events-in-GA4\">How Do You Measure Events in GA4?<\/a><\/li>\r\n<\/ul>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/google_analytics_4.jpg\" alt=\"Google Analytics 4\" width=\"400\" height=\"200\" \/><\/p>\r\n<h2><a id=\"why-important\"><\/a>Why is Google Analytics 4 Important?<\/h2>\r\n<p>In October 2020, <a href=\"https:\/\/blog.google\/products\/marketingplatform\/analytics\/new_google_analytics\/\" target=\"_blank\" rel=\"noopener\">Google announced the launch of Google Analytics 4<\/a>, formerly known as the App + Web property. This new type of Google Analytics property offers different reports than what is already shown in Universal Analytics, which will be phased out in the future.<\/p>\r\n<p>Key features of this include:<\/p>\r\n<ul>\r\n<li>Smarter insights that use machine learning for trends<\/li>\r\n<li>Deeper integrations with Google Ads<\/li>\r\n<li>Cross-browser, customer-centric data measurement<\/li>\r\n<li>Granular data controls and event tracking<\/li>\r\n<\/ul>\r\n<p>One of the key out-of-the-box features GA4 offers is the ability to <a href=\"https:\/\/support.google.com\/analytics\/answer\/9234069\" target=\"_blank\" rel=\"noopener\">automatically capture certain key website events<\/a> without needing to set up tracking in Google Tag Manager. Default interactions such as pageview, scroll, outbound link click, site search, file download, and YouTube video engagement are automatically collected from your website AND iOS and Android apps.<\/p>\r\n<h2><a id=\"what-version-of-GA-are-we-using-right-now\"><\/a>Which Version of Google Analytics are We Using Right Now?<\/h2>\r\n<p>As of Q4 2021, Google&rsquo;s current default analytics property is called <a href=\"https:\/\/support.google.com\/analytics\/answer\/6086070?hl=en#:~:text=Universal%20Analytics%20is%20the%20most,Protocol%20for%20other%20digital%20devices.\" target=\"_blank\" rel=\"noopener\">Universal Analytics<\/a>. Though a powerful free tool, Universal Analytics&rsquo; reliance on <a href=\"https:\/\/support.google.com\/analytics\/answer\/1033861?hl=en#zippy=%2Cin-this-article\" target=\"_blank\" rel=\"noopener\">pageview-driven dimensions and metrics<\/a> means that businesses will eventually lose that tracking when browser-level tracking is removed.<\/p>\r\n<p>One of UA&rsquo;s big limitations that Google Analytics 4 will address are instances where the same user might be counted twice.<\/p>\r\n<p>Google says, &ldquo;<a href=\"https:\/\/blog.google\/products\/marketingplatform\/analytics\/new_google_analytics\/\" target=\"_blank\" rel=\"noopener\">The new Analytics gives you customer-centric measurement, instead of measurement fragmented by device or by platform<\/a>.&rdquo; Since Google Analytics 4 can track the same user from app to web, it can deduplicate users and track their entire customer journey with the same set of event signals.<\/p>\r\n<p>As of October 2021, we still don&rsquo;t know when exactly Universal Analytics will sunset, but in preparation for the future, we are embracing setting up Google Analytics 4 properties to start tracking web traffic, events, and conversions.<\/p>\r\n<table style=\"width: 90%; margin-left: auto; margin-right: auto;\">\r\n<tbody>\r\n<tr>\r\n<td class=\"stacktable\" style=\"width: 50%; text-align: center;\">\r\n<h6><strong>UNIVERSAL ANALYTICS<\/strong><\/h6>\r\n<p style=\"font-size: 14px;\">Focused on Sessions<br \/>Pageview-driven dimensions and metrics<br \/>Track conversions as GOALS<br \/>Views allowed up to 20 Goals per view<br \/>Limited machine learning<br \/>Cookie-driven tracking at the browser level<br \/>Google Ads Audience creation via user actions<br \/>Multi-Channel Funnel reporting<\/p>\r\n<p style=\"font-size: 14px;\">&nbsp;<\/p>\r\n<\/td>\r\n<td class=\"stacktable\" style=\"width: 50%; text-align: center;\">\r\n<h6><strong>GOOGLE ANALYTICS 4<\/strong><\/h6>\r\n<p style=\"font-size: 14px;\">Focused on Users<br \/>Events-driven metrics<br \/>No more Goals; replaced by Conversion Events <br \/>No Views. Property can have up to 30 Conversion Events<br \/>Machine-learning-driven predictive analytics<br \/>Cookieless tracking available at the server level<br \/>Deeper Audiences integrations with Google Ads + real-time updates<br \/>Customer lifecycle-framed reporting, machine AI to fill in the gaps in tracking<\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h2>&nbsp;<\/h2>\r\n<h2><a id=\"benefits-of-google-analytics-4\"><\/a>5 Benefits of Google Analytics 4 for a Cookie-less Future<\/h2>\r\n<table style=\"width: 65%; margin-left: auto; margin-right: auto;\" cellpadding=\"5\">\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 50%; text-align: center; vertical-align: top;\"><a href=\"\/blog\/1179\/cookie-geddon-the-death-of-the-third-party-cookie\"><img src=\"\/uploads\/images\/third-party-cookie-changes.jpg\" alt=\"Third Party Cookie Changes | What To Do\" width=\"200\" height=\"161\" \/><\/a><\/td>\r\n<td style=\"width: 50%; text-align: left; vertical-align: top;\">\r\n<p><span class=\"highlight\">Related Reading: Cookie-Geddon! The Death of the Third-Party Cookie<\/span><\/p>\r\n<p class=\"button\" style=\"text-align: center;\"><a href=\"\/blog\/1179\/cookie-geddon-the-death-of-the-third-party-cookie\">Read On&nbsp;&raquo;<\/a><\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>&nbsp;<\/p>\r\n<h3>1. Compliance with Online Privacy Laws<\/h3>\r\n<p>GA4 offers data controls that help advertisers comply with data regulations like <a href=\"https:\/\/oag.ca.gov\/privacy\/ccpa\" target=\"_blank\" rel=\"noopener\">The California Consumer Privacy Act (CCPA)<\/a> and <a href=\"https:\/\/gdpr-info.eu\/\" target=\"_blank\" rel=\"noopener\">General Data Protection Regulation (GDPR)<\/a>. Built-in consent modes provide separate consent opt-ins for analytics and ads. IP addresses are also automatically made anonymous, data retention options only last for up to 14 months, individual data isn&rsquo;t tracked back to a specific user &ndash; only their activities on your website.<\/p>\r\n<h3>2. Predictive AI and Insights<\/h3>\r\n<p>GA4 will offer three <a href=\"https:\/\/support.google.com\/analytics\/answer\/9846734?hl=en\" target=\"_blank\" rel=\"noopener\">data-driven predictive metrics<\/a>:<\/p>\r\n<ul>\r\n<li>Purchase probability<\/li>\r\n<li>Churn probability<\/li>\r\n<li>Revenue prediction<\/li>\r\n<\/ul>\r\n<p>Google explains, &ldquo;<a href=\"https:\/\/support.google.com\/analytics\/answer\/9846734?hl=en\" target=\"_blank\" rel=\"noopener\">With predictive metrics, you learn more about your customers just by collecting structured event data.<\/a>&rdquo; The caveat of this benefit is the prerequisite minimum data required over a sustainable period of time to establish benchmarks.<\/p>\r\n<h3>3. Machine Learning to Fill in the Gaps for a Cookie-less Future<\/h3>\r\n<p>A cookie-less future will inevitably lead to some loss of direct browser tracking, but all is not lost. Google Analytics 4 is powered by Google&rsquo;s machine-learning powered AI. This emerging trend in analytics provides powerful, data-driven insights that help fill in the gaps lost from browser-level tracking.<\/p>\r\n<p><a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-strategies\/data-and-measurement\/conversion-measurement-in-a-cookieless-world\/\" target=\"_blank\" rel=\"noopener\">Google explains<\/a>, &ldquo;Because the technology landscape continues to evolve, the new Analytics is designed to adapt to a future with or without cookies or identifiers. It uses a flexible approach to measurement, and in the future, will include modeling to fill in the gaps where the data may be incomplete.&rdquo;<\/p>\r\n<h3>4. Granular Event Tracking<\/h3>\r\n<p>GA4 measures conversions and data via a series of <em>events <\/em>that happen on your website as users interact with the site or app. With events, you can track any action or piece of information your visitors can take on your website. For example:<\/p>\r\n<ul>\r\n<li>Transaction and product details<\/li>\r\n<li>Top page loads on your website<\/li>\r\n<li>Actions people perform within a page<\/li>\r\n<li>Views on embedded YouTube Videos<\/li>\r\n<li>Content interactions<\/li>\r\n<\/ul>\r\n<h3>5. Cross-Browser and App Customer Journey Tracking<\/h3>\r\n<p>Set up &ldquo;data streams&rdquo; to feed data from your website, iOS app, and\/or Android app into GA4. GA4 serves as an endpoint for that data, deduplicating users and tracking them as they move from app to your website.&nbsp;<\/p>\r\n<h2><a id=\"how-do-you-measure-events-in-GA4\"><\/a>How Do You Measure Events in GA4?<\/h2>\r\n<p>Google explains, &ldquo;<a href=\"https:\/\/support.google.com\/analytics\/answer\/9322688?hl=en\" target=\"_blank\" rel=\"noopener\">Events are triggered as users interact with your site or app.<\/a>&rdquo;<\/p>\r\n<p>Users familiar with Universal Analytics know the value of tracking GOALS in your account &ndash; measurable actions that happen on your website that show how your web visitors are interacting with it. Goals is a dimension that will NOT be part of GA4, and it will be a fairly high learning curve for many UA veterans.<\/p>\r\n<p>Instead of using Goals, GA4 measures Conversion Events.<\/p>\r\n<p>Conversion Events are simply events that happen on your website as users interact with the site or app that you designate to track as a conversion via settings.<\/p>\r\n<p>Events can be broken down into 4 types:<\/p>\r\n<ul>\r\n<li><a href=\"https:\/\/support.google.com\/analytics\/answer\/9234069\" target=\"_blank\" rel=\"noopener\">Automatically Collected Events<\/a>: Pre-built events to track basic interactions on the website automatically without additional set up required.<\/li>\r\n<li><a href=\"https:\/\/support.google.com\/analytics\/answer\/9216061\" target=\"_blank\" rel=\"noopener\">Enhanced Measurement<\/a>: Interactions with content measured by enabling specific built-in (but dormant) events. (ex: page views, outbound clicks). These events do not default &ldquo;on&rdquo; to allow businesses to control what might be sensitive information tracking.<\/li>\r\n<li><a href=\"https:\/\/support.google.com\/analytics\/answer\/9267735#all-properties\" target=\"_blank\" rel=\"noopener\">Recommended Events<\/a>: Advanced data collection to track more advanced interactions, curated by Google based on your industry. You must manually set these up. (ex: ad impression, login, purchase, view item)<\/li>\r\n<li><a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/ga4\/tag-guide#custom_events\" target=\"_blank\" rel=\"noopener\">Custom Events<\/a>: events that you name and implement yourself outside of the scope of automatic, enhanced, and recommended events. (ex: home searches, specific purchases, specific page views, form completions)<\/li>\r\n<\/ul>\r\n<h2>What is the Timeline for Google Analytics 4?<\/h2>\r\n<p>Short answer: we don't know! It hasn't been announced. \u00f0\u0178\u02dc\u0192 \u00f0\u0178\u2018\u008d<\/p>\r\n<p>However, you can (and should) prepare now by setting up a free GA4 account to start gathering data. You should also get events set up to start tracking custom conversions that are valuable to your business.<\/p>\r\n<p><strong><em>Why?<\/em><\/strong> Google Analytics 4 is where Google <a href=\"https:\/\/blog.google\/products\/marketingplatform\/analytics\/new_google_analytics\/\" target=\"_blank\" rel=\"noopener\">is investing in future improvements<\/a>. To avoid the disadvantage of starting fresh when the current tracking is phased out and missing out on invaluable data, we are advising all clients to set up a GA4 property now to collect historic data and be ready to go when UA ends.<\/p>\r\n<p>Not sure where to start? Sign up for our newsletter or <a href=\"https:\/\/www.linkedin.com\/company\/blue-sky-marketing-strategy\" target=\"_blank\" rel=\"noopener\">follow us on LinkedIn<\/a> - we're keeping track of Google Analytics 4 and pivoting for a cookie-less future, and we&rsquo;ll be sure to share our findings.<\/p>\r\n<p>You can also contact us to start a conversation about deeper analytic tracking to prove your digital marketing ROI. <a href=\"\/contact\">Let&rsquo;s talk &nbsp;&raquo;<\/a><\/p>","date_modified":"2021-10-26 15:04:52","createdby":"41","modifiedby":"41","newsdate":"2021-10-26 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/google_analytics_4.jpg","headingphoto":null,"meta_title":"What is Google Analytics 4? A Beginner\u00e2\u20ac\u2122s Guide | Blue Sky Marketing","meta_desc":"It\u00e2\u20ac\u2122s the new generation of Google Analytics \u00e2\u20ac\u201c Google Analytics 4 (GA4). Learn more about what GA4 will mean for your business.","is_hidden":"0","target":"","newslink":"\/blog\/1188\/what-is-google-analytics-4-a-beginners-guide","thumbnail_display":"\/uploads\/images\/blog\/google_analytics_4.jpg","taginfo":{"info":[{"newsid":"1188","tagid":"239","tag":"ga4","slug":"ga4"},{"newsid":"1188","tagid":"240","tag":"google analytics 4","slug":"google-analytics-4"}],"tags":["239","240"],"taglinks":"<a href=\"\/blog\/tag\/ga4\">ga4<\/a>, <a href=\"\/blog\/tag\/google-analytics-4\">google analytics 4<\/a>"},"categoryinfo":{"info":[{"newsid":"1188","catid":"27","category":"Google","slug":""},{"newsid":"1188","catid":"47","category":"Google Analytics","slug":""}],"categories":["27","47"],"categorylinks":"<a href=\"\/blog\/category\/\">Google<\/a>, <a href=\"\/blog\/category\/\">Google Analytics<\/a>"},"src":"\/uploads\/images\/blog\/google_analytics_4.jpg"},{"id":"1187","title":"2021 Google Core Web Vitals for Non-Techies","dateadded":"2021-09-10 09:38:48","article":"<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/core-web-vitals.jpg\" alt=\"Vector Image of Mobile Loading Screen\" width=\"400\" height=\"200\" \/><\/p>\r\n<ul>\r\n<li><a href=\"#what-are-core-web-vitals\">What are Core Web Vitals?<\/a><\/li>\r\n<li><a href=\"#core-web-vitals-metrics\">The Three Metrics that Make Up Core Web Vitals<\/a><\/li>\r\n<li>\r\n<p><a href=\"#where-can-i-find-my-websites-core-web-vital-score\">Where Can I Find My Website&rsquo;s Core Web Vitals Score?<\/a><\/p>\r\n<\/li>\r\n<li>\r\n<p><a href=\"#why-are-core-web-vitals-important\">Why are Core Web Vitals Important?<\/a><\/p>\r\n<\/li>\r\n<li>\r\n<p><a href=\"#closer-look-at-google-pagespeed-insights-report\">A Closer Look at Google PageSpeed Insights Report<\/a><\/p>\r\n<\/li>\r\n<li>\r\n<p><a href=\"#most-common-causes-of-poor-core-web-vitals\">Most Common Causes of Poor Core Web Vitals<\/a><\/p>\r\n<\/li>\r\n<li>\r\n<p><a href=\"#best-free-tools-for-checking-and-fixing-core-web-vitals\">Best Free Tools for Checking and Fixing Core Web Vitals<\/a><\/p>\r\n<\/li>\r\n<li>\r\n<p><a href=\"#what-is-blue-sky-doing-to-stay-on-top-of-core-web-vitals\">What is Blue Sky Doing to Stay on Top of Core Web Vitals?<\/a><\/p>\r\n<\/li>\r\n<\/ul>\r\n<h2><a id=\"what-are-core-web-vitals\"><\/a>What are Core Web Vitals?<\/h2>\r\n<p>A lot of people hear the term &ldquo;Google Web Vitals&rdquo; and immediately freeze because they think it&rsquo;s too complicated and technical to understand. We are going to break it down for you so that any non-technical professional, marketer, or website owner can understand what Web Vitals are and what it means for them.<\/p>\r\n<p><strong>Google Core Web Vitals<\/strong> is a set of three important metrics that Google uses to determine <strong>the overall performance and user experience of a website<\/strong>.<\/p>\r\n<p>If you&rsquo;ve ever run <a href=\"https:\/\/developers.google.com\/speed\/pagespeed\/insights\/\" target=\"_blank\" rel=\"noopener\">Google PageSpeed Insights<\/a> to get a score for your website&rsquo;s load time, you would have seen the three main Core Web Vitals components show up on the report page. (Shown circled in pink in the screenshot below)<\/p>\r\n<p style=\"text-align: center;\"><a href=\"\/uploads\/images\/blog\/sample-pagespeed.jpg\"><img src=\"\/uploads\/images\/blog\/sample-pagespeed.jpg\" alt=\"Example of Fore Web Vitals on a Google PageSpeed Insights Report\" width=\"700\" height=\"840\" \/><\/a><\/p>\r\n<p style=\"text-align: center;\">Figure 1: Example of Core Web Vitals on a Google PageSpeed Insights Report<\/p>\r\n<h2><a id=\"core-web-vitals-metrics\"><\/a>The Three Metrics that Make Up Core Web Vitals<\/h2>\r\n<ul>\r\n<li>LCP &ndash; <a href=\"https:\/\/web.dev\/lcp\/\" target=\"_blank\" rel=\"noopener\">Largest Contentful Paint<\/a> &ndash; This measures <strong><u>Loading performance<\/u><\/strong>. This is <strong>how long it takes the largest content element on a page<\/strong> (usually an image, a video or a large block-level text element) <strong>to load and be visible<\/strong> to the visitor. The shorter the time, the better.<\/li>\r\n<li>FID &ndash; <a href=\"https:\/\/web.dev\/fid\/\" target=\"_blank\" rel=\"noopener\">First Input Delay<\/a> &ndash; This measures <strong><u>Interactivity<\/u><\/strong>. FID is <strong>the time from when a user first interacts with your page<\/strong> (e.g. clicked a link or a button) <strong>to the time when the browser responds to that interaction<\/strong>. The shorter the time, the better.<\/li>\r\n<li>CLS &ndash; <a href=\"https:\/\/web.dev\/cls\/\" target=\"_blank\" rel=\"noopener\">Cumulative Layout Shift<\/a> &ndash; This measures <strong><u>Visual Stability<\/u><\/strong>. <strong>The larger the CLS score, the more dramatic is the shifting of the content on a page during loading<\/strong>, which can negatively impact a visitor&rsquo;s experience. The lower the CLS, the better.\r\n<ul>\r\n<li>Why is this important? Elements on a page that shift while the user tries to interact with it can lead to a negative user experience (such as accidental purchases and frustration).<\/li>\r\n<li>For instance, the video on the official developer page shows the act of choosing the &ldquo;Back&rdquo; button instead of the &ldquo;Purchase&rdquo; button to abort a checkout but leads to accidentally clicking on the Purchase button when the final page elements eventually all load into place. <a href=\"https:\/\/developers.google.com\/search\/blog\/2020\/05\/evaluating-page-experience#about-page-experience\" target=\"_blank\" rel=\"noopener\">Watch Page Experience Video&nbsp;&raquo;<\/a><\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<p><video style=\"display: block; margin-left: auto; margin-right: auto;\" controls=\"controls\" width=\"650\" height=\"325\">\r\n<source src=\"\/uploads\/videos\/AccidentalSubmit.mp4\" type=\"video\/mp4\" \/><\/video><\/p>\r\n<p style=\"text-align: center;\"><em>Video Source:&nbsp;<a href=\"https:\/\/developers.google.com\/search\/blog\/2020\/05\/evaluating-page-experience#about-page-experience\">https:\/\/developers.google.com\/search\/blog\/2020\/05\/evaluating-page-experience#about-page-experience<\/a>&nbsp;<\/em><\/p>\r\n<p style=\"text-align: center;\"><a href=\"\/uploads\/images\/blog\/Core_Web_Vitals_Metrics.png\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Core_Web_Vitals_Metrics.png\" alt=\"Core Web Vitals Metrics and Parameters\" width=\"650\" height=\"183\" \/><\/a><em>Figure <\/em><em>2<\/em><em> Source: <a href=\"https:\/\/web.dev\/vitals\/\" target=\"_blank\" rel=\"noopener\">https:\/\/web.dev\/vitals\/<\/a>&nbsp;<\/em><\/p>\r\n<p>According to Google, for a good user experience, LCP should be within 2.5 seconds of when a page first starts loading. FID of a page should be 100 milliseconds or less, and a page should have a CLS of 0.1 or less. Google grades these 3 metrics (LCP, FID and CLS) in terms of a score that is either &ldquo;Good&rdquo; (represented by green), &ldquo;Needs improvement&rdquo; (represented by orange), and &ldquo;Poor&rdquo; (represented by red).<\/p>\r\n<p>Here is another look at the breakdown of the statuses based on performance measurements.<a href=\"\/uploads\/images\/blog\/Core_Web_Vitals_Metrics_Breakdown.png\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Core_Web_Vitals_Metrics_Breakdown.png\" alt=\"Core Web Vitals Metrics and Parameters Table\" width=\"650\" height=\"323\" \/><\/a><\/p>\r\n<p style=\"text-align: center;\">Figure 3 Source: <a href=\"https:\/\/support.google.com\/webmasters\/answer\/9205520\" target=\"_blank\" rel=\"noopener\">https:\/\/support.google.com\/webmasters\/answer\/9205520<\/a>&nbsp;<\/p>\r\n<p>Google has indicated they plan to use Core Web Vitals in conjunction with other factors, such as mobile friendliness, HTTPS security, and their guidelines for <a href=\"https:\/\/developers.google.com\/search\/blog\/2016\/08\/helping-users-easily-access-content-on\" target=\"_blank\" rel=\"noopener\">intrusive interstitials<\/a> (which are things like large popups that block the main content of the website from being easily accessible), <strong>in determining <\/strong><a href=\"https:\/\/developers.google.com\/search\/blog\/2020\/05\/evaluating-page-experience\" target=\"_blank\" rel=\"noopener\"><strong>search engine ranking<\/strong><\/a>.<\/p>\r\n<p>However, according to Google, <strong><em>&ldquo;<\/em><\/strong><strong><em>A good page experience doesn't override having <u>great, relevant content<\/u>. However, in cases where there are <u>multiple pages that have similar content<\/u>, <u>page experience becomes much more important<\/u> for visibility in Search.<\/em><\/strong><strong><em>&rdquo;<\/em><\/strong><\/p>\r\n<p>What does this mean? Although your site&rsquo;s Core Web Vitals score will be an important part of determining a website&rsquo;s search engine ranking, it will not be the be all end all. The importance of having great content for SEO can never be overstated.<\/p>\r\n<h2><a id=\"where-can-i-find-my-websites-core-web-vital-score\"><\/a>Where Can I Find My Website&rsquo;s Core Web Vitals Score?<\/h2>\r\n<p><a href=\"\/uploads\/images\/blog\/Search-Console-CWV-Left-Menu.png\"><img style=\"float: right; padding: 15px;\" src=\"\/uploads\/images\/blog\/Search-Console-CWV-Left-Menu.png\" alt=\"Screenshot of Google Search Console Panel to Find Core Web Vitals Performance \" width=\"293\" height=\"700\" \/><\/a><\/p>\r\n<p>Besides running a <a href=\"https:\/\/developers.google.com\/speed\/pagespeed\/insights\/\" target=\"_blank\" rel=\"noopener\">Google PageSpeed Insights test<\/a> to get your Core Web Vitals score, the <a href=\"https:\/\/support.google.com\/webmasters\/answer\/9205520?hl=en\" target=\"_blank\" rel=\"noopener\">Core Web Vitals report<\/a> is also accessible in <a href=\"https:\/\/search.google.com\/search-console\/about\" target=\"_blank\" rel=\"noopener\">Google&rsquo;s Search Console<\/a>, and the report tells you how your website pages are performing based on <strong>real world usage data.<\/strong><\/p>\r\n<p>If you don&rsquo;t have a Google Search Console account, consider setting up one now. It gives invaluable insights about:<\/p>\r\n<ul>\r\n<li>Search queries people are typing into Google search engine to find and get to your website<\/li>\r\n<li>Your website&rsquo;s organic traffic performance going back 16 months<\/li>\r\n<li>Which of your website pages Google has indexed<\/li>\r\n<li>Whether there are any crawl or performance issues.<\/li>\r\n<\/ul>\r\n<p>When you open Google Search Console, the Core Web Vitals report can be accessed from the left-hand side menu.<\/p>\r\n<p>On the right-hand side, a summary is given separately for mobile and for desktop. Clicking on each will give you the breakdown of URLs with issues. Similar URLs on your website are grouped together.<\/p>\r\n<p>Below is an example of what you might see. For each metric (LCP, FID, CLS), the status (Good, Needs improvement or Poor) that Google displays is a representation of 75% of page requests in the last 28 days, and <a href=\"https:\/\/support.google.com\/webmasters\/answer\/9205520\" target=\"_blank\" rel=\"noopener\"><strong>the worst performing of the three metrics is the status that is assigned for that URL<\/strong><\/a><strong>. <\/strong><\/p>\r\n<p>Example: if, on mobile, FID is Poor but LCP is Good for a URL, the status on mobile for that URL is going to be Poor.<\/p>\r\n<p><a href=\"\/uploads\/images\/blog\/Search-Console-CWV-Right-Panel.png\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Search-Console-CWV-Right-Panel.png\" alt=\"Example Core Web Vitals Report within Google Search Console\" width=\"650\" height=\"348\" \/><\/a><\/p>\r\n<p style=\"text-align: center;\">Figure 4 Example Core Web Vitals Report within Google Search Console<\/p>\r\n<p>Only URLs indexed by Google appear in the report, and if a URL doesn&rsquo;t have a minimum amount of reporting data for LCP, FID or CLS, then it is omitted from the Core Web Vitals report.<\/p>\r\n<p>Because the Core Web Vitals score is based on real world field data, the score can change over time. Don&rsquo;t be alarmed if Google Search Console&rsquo;s report says you have a &ldquo;Poor&rdquo; score - you can check the URL in Google Page Speed Insights to individually test it and trust if that score is &ldquo;Good&rdquo;.<\/p>\r\n<p>Google is not infallible, and a Core Vitals score might have just had a temporary kink, and it can reflect changes and update in a few days.<\/p>\r\n<h2><a id=\"why-are-core-web-vitals-important\"><\/a>Why are Core Web Vitals Important?<\/h2>\r\n<p>Core Web Vitals are Google&rsquo;s way of determining the overall performance and user experience of a website. Optimizing for both of these things will be an important component to doing well in search engine ranking.<\/p>\r\n<p><strong><em>NOTE: Having quality relevant content and good on-page SEO is a minimum barrier to entry <\/em><\/strong><\/p>\r\n<p>Fun Fact: Good content often includes images, videos etc. which can slow page speed time and seem counterintuitive to the principles of Core Web Vitals, however, you CAN strike a balance between having good content for SEO while optimizing how fast the page loads.<\/p>\r\n<p>A website&rsquo;s performance is strongly affected by the load time, or how long the website takes to fully load all page content, images, and videos. Load time is important is because longer load times can negatively affect bounce rates, which is the percentage of people who leave immediately upon entering a website rather than staying on the website and continuing to browse around.<\/p>\r\n<p>Today&rsquo;s marketers understand that it&rsquo;s already quite a feat to get a visitor in your target market to find and click through to your website from search engines. The last thing you would want is to waste these precious click-through opportunities to people who are bouncing because the website loaded too slowly for their patience.<\/p>\r\n<p>User experience is especially crucial on mobile devices as the limited viewing area and &ldquo;fat fingers&rdquo; can make navigating a website difficult and frustrating if not designed well. Designing for good user experience means understanding visitor expectations when they come to your website.<\/p>\r\n<ul>\r\n<li>Are things easy to find?<\/li>\r\n<li>Is the content relevant to what the visitor is searching for, or is it a bait-and-switch?<\/li>\r\n<\/ul>\r\n<p>If a website loads with a lot of main elements jumping around because it hasn&rsquo;t settled into its final resting place, it can cause a lot of frustration. Good overall user experience interacting with your website can lead to increased engagement, which can bring your business quality leads that convert to sales\/customers.<\/p>\r\n<h2><a id=\"closer-look-at-google-pagespeed-insights-report\"><\/a>A Closer Look at Google PageSpeed Insights Report<\/h2>\r\n<p>Google Search Console&rsquo;s Core Web Vitals report is where you can get a site-wide report of how your pages are doing. On the other hand, Google PageSpeed Insights testing allows you to run the performance testing on individual website pages one at a time.<\/p>\r\n<p>With the Google PageSpeed Insights report, there is a top section with &ldquo;Field Data&rdquo; and a bottom section with &ldquo;Lab Data&rdquo;. Lab data comes from a simulated environment. <a href=\"https:\/\/www.searchenginejournal.com\/why-pagespeed-insights-scores-improved\/397763\/#close\" target=\"_blank\" rel=\"noopener\">Field data is gathered from actual users browsing your website with Chrome and anonymized and archived in the Chrome User Experience Report (CrUX).<\/a> The Core Web Vitals scores come from <strong>field data of the three metrics &ndash; LCP, FID and CLS, archived in <\/strong><a href=\"https:\/\/developers.google.com\/web\/tools\/chrome-user-experience-report\/\"><strong>CrUX<\/strong><\/a>. The field data in PageSpeed Insights is from the <strong>previous 28 day cycle<\/strong>.<\/p>\r\n<p><a href=\"\/uploads\/images\/blog\/PageSpeed-Insights-Field-Vs-Lab-Data.png\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/PageSpeed-Insights-Field-Vs-Lab-Data.png\" alt=\"Screenshot of Google PageSpeed Insights Report\" width=\"650\" height=\"468\" \/><\/a><\/p>\r\n<p>Aim for a PageSpeed Insight score of 60-99 (orange or green). Google can penalize you if you get a &ldquo;Poor&rdquo; score, but it will not necessarily give you a boost if you&rsquo;re &ldquo;Good&rdquo;. In short, if you are somewhere in the &ldquo;Needs improvement&rdquo; range, there is no need to worry. <a href=\"https:\/\/neilpatel.com\/blog\/google-pagespeed-insights\/\" target=\"_blank\" rel=\"noopener\">Industry leader Neil Patel discusses ways to optimize your PageSpeed Insights score here.<\/a><\/p>\r\n<p>The way &ldquo;Good&rdquo;, &ldquo;Needs improvement&rdquo; or &ldquo;Poor&rdquo; are determined for each metric is by reading the field data bar graph and looking at <strong>where the 75<sup>th<\/sup> percentile of page loads are hitting<\/strong>. Does the 75<sup>th<\/sup> percentile fall under the guidelines for Good, Need improvement, or Poor? A green circle next to the metric represents Good, which means more than 75% falls in the Good guidelines. An orange square represents Need improvement, and a red triangle represents Poor.<\/p>\r\n<h2><a id=\"most-common-causes-of-poor-core-web-vitals\"><\/a>Most Common Causes of Poor Core Web Vitals<\/h2>\r\n<h3>Common Causes of Poor Largest Contentful Paint (LCP)<\/h3>\r\n<p>For Largest Contentful Paint (LCP), which measures Loading performance, the most common causes of poor performance are:<\/p>\r\n<ul>\r\n<li>Slower server response times<\/li>\r\n<li>Render-blocking Javascript and CSS<\/li>\r\n<li>Slow resource load times<\/li>\r\n<li>Client-side rendering<\/li>\r\n<\/ul>\r\n<h3>Common Fixes for Poor Largest Contentful Paint (LCP)<\/h3>\r\n<ul>\r\n<li>Get better web hosting for faster server response time<\/li>\r\n<li>Remove or defer parsing of uncritical Javascript until it is needed<\/li>\r\n<li>Lazy load images<\/li>\r\n<li>Minify Javascript and CSS files to compress file sizes down, which reduces time to download these files<\/li>\r\n<li>Optimize images by compressing them, which helps reduce image download time<\/li>\r\n<li>Serve correctly sized images for the browser<\/li>\r\n<li>Inline Javascript and CSS to remove the extra time to fetch these files OR combine these files into fewer number of files so that the fetch overhead is reduced<\/li>\r\n<li>Remove large size page elements on the page<\/li>\r\n<li>Utilize browser caching so that visitors can save and reuse files included on your website on return visits<\/li>\r\n<\/ul>\r\n<h3>Common Causes of Poor First Input Delay (FID)<\/h3>\r\n<p>For First Input Delay (FID), which measures Interactivity, the most common causes of poor performance are:<\/p>\r\n<ul>\r\n<li>Slower server response times<\/li>\r\n<li>Render-blocking Javascript and CSS<\/li>\r\n<li>Slow resource load times<\/li>\r\n<li>Client-side rendering<\/li>\r\n<\/ul>\r\n<h3>Common Fixes for Poor First Input Delay (FID)<\/h3>\r\n<p>The common fixes for poor FID are similar as the fixes for LCP.<\/p>\r\n<ul>\r\n<li>Get better web hosting for faster server response time<\/li>\r\n<li>Remove or defer parsing of uncritical Javascript until it is needed<\/li>\r\n<li>Lazy load images<\/li>\r\n<li>Minify Javascript and CSS files to compress file sizes down, which reduces time to download these files<\/li>\r\n<li>Optimize images by compressing them, which helps reduce image download time<\/li>\r\n<li>Serve correctly sized images for the browser<\/li>\r\n<li>Inline Javascript and CSS to remove the extra time to fetch these files OR combine these files into fewer number of files so that the fetch overhead is reduced<\/li>\r\n<li>Remove large size page elements on the page<\/li>\r\n<li>Utilize browser caching so that visitors can save and reuse files included on your website on return visits<\/li>\r\n<\/ul>\r\n<h3>Common Causes of Poor Cumulative Layout Shift (CLS)<\/h3>\r\n<p>For Cumulative Layout Shift (CLS), which measures Visual Stability, the most common causes of poor performance are:<\/p>\r\n<ul>\r\n<li>Images without dimensions<\/li>\r\n<li>Ads, embeds, and iframes without dimensions<\/li>\r\n<li>Dynamically injected content<\/li>\r\n<\/ul>\r\n<h3>Common Fixes for Poor Cumulative Layout Shift (CLS)<\/h3>\r\n<ul>\r\n<li>Add dimension attributes to media (images\/videos)<\/li>\r\n<li>Make sure ads have reserved space<\/li>\r\n<li>Keep above the fold page elements stable during the load and add new UI elements below the fold<\/li>\r\n<\/ul>\r\n<h3>How to Prioritize Fixing Core Web Vitals Issues&nbsp;<\/h3>\r\n<ol>\r\n<li>Tackle fixing everything labeled \"Poor\"<\/li>\r\n<li>Fix the issues that affect the most URLs on the site<\/li>\r\n<li>Fix the issues that affect your most important URLs<\/li>\r\n<li>Once a particular issue is fixed, go to the Google Search Console Core Web Vitals report and click Validate Fix&nbsp;on the issue details page<\/li>\r\n<\/ol>\r\n<h2><a id=\"best-free-tools-for-checking-and-fixing-core-web-vitals\"><\/a>Best Free Tools for Checking and Fixing Core Web Vitals<\/h2>\r\n<ul>\r\n<li><a href=\"https:\/\/developers.google.com\/speed\/pagespeed\/insights\/\" target=\"_blank\" rel=\"noopener\">Google PageSpeed Insights<\/a><\/li>\r\n<li><a href=\"https:\/\/search.google.com\/search-console\/about\" target=\"_blank\" rel=\"noopener\">Google Search Console<\/a><\/li>\r\n<li><a href=\"https:\/\/developers.google.com\/web\/tools\/lighthouse\" target=\"_blank\" rel=\"noopener\">Lighthouse<\/a><\/li>\r\n<li><a href=\"https:\/\/webpagetest.org\/\" target=\"_blank\" rel=\"noopener\">WebTageTest.org<\/a><\/li>\r\n<li><a href=\"https:\/\/gtmetrix.com\/\" target=\"_blank\" rel=\"noopener\">GTmetrix.com<\/a><\/li>\r\n<\/ul>\r\n<h2><a id=\"what-is-blue-sky-doing-to-stay-on-top-of-core-web-vitals\"><\/a>What is Blue Sky Doing to Stay on Top of Core Web Vitals?<\/h2>\r\n<p>Performance is not an afterthought for us when we build websites. Our websites are built with speed in mind from the get-go.<\/p>\r\n<ol>\r\n<li>Many of Blue Sky websites are developed by our custom programming provider, Silvermoon. All sites launched via Silvermoon are optimized for Core Web Vitals on the front and back end.<\/li>\r\n<li>In the design and functionality planning phase of a new website project, we are already planning for Core Web vitals in the final product.<\/li>\r\n<li>We always check Core Web Vitals with Google PageSpeed Insight tests as part of our standard website go-live checklist when launching new websites.<\/li>\r\n<li>We also constantly monitoring Google Search Console accounts and get notifications when Core Web Vitals are giving a large number of &ldquo;poor URL&rdquo;s.<\/li>\r\n<li>For WordPress websites: Websites made with Wordpress can have some of the Core Web Vitals issues fixed with certain page speed improvement plugins but could require getting a Wordpress developer involved.<\/li>\r\n<\/ol>\r\n<p>Interesting in getting up to speed on all things Core Web Vitals for your website? <a href=\"\/contact\">Let&rsquo;s talk.<\/a><\/p>","date_modified":"2021-09-14 14:21:18","createdby":"41","modifiedby":"41","newsdate":"2021-09-13 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/core-web-vitals.jpg","headingphoto":null,"meta_title":"2021 Google Core Web Vitals for Non-Techies | Blue Sky Marketing","meta_desc":"What are Core Web Vitals? We are going to break it down for you so that any non-technical professional, marketer, or website owner can understand what Web Vitals are and what it means for them. ","is_hidden":"0","target":"","newslink":"\/blog\/1187\/2021-google-core-web-vitals-for-non-techies","thumbnail_display":"\/uploads\/images\/blog\/core-web-vitals.jpg","taginfo":{"info":[{"newsid":"1187","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1187","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1187","catid":"17","category":"Website","slug":"website"},{"newsid":"1187","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1187","catid":"27","category":"Google","slug":""}],"categories":["4","17","24","27"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">Google<\/a>"},"src":"\/uploads\/images\/blog\/core-web-vitals.jpg"},{"id":"1186","title":"How to Optimize Your YouTube Videos for SEO [Checklist]","dateadded":"2021-09-08 10:01:33","article":"<p>When you conduct a search online, chances are that some of the search results Google returns to you will include videos on YouTube. Try it.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/youtube-seo-query-results.png\" alt=\"YouTube Query Results with Video on SERP\" width=\"983\" height=\"639\" \/><\/p>\r\n<p>Your videos can be a gold mine of valuable SEO information &ndash; take advantage of your exposure on YouTube and make sure your YouTube videos are optimized to be found when people are looking for a product just like yours.<\/p>\r\n<h2>YouTube Video SEO Checklist<\/h2>\r\n<p>We&rsquo;ve included a checklist you can go through for each video you upload to make sure your videos are optimized for SEO. We&rsquo;ve pulled suggestions from <a href=\"https:\/\/neilpatel.com\/blog\/youtube-seo\/\" target=\"_blank\" rel=\"noopener\">SEO industry leader Neil Patel<\/a> and from <a href=\"https:\/\/blog.hubspot.com\/marketing\/youtube-seo\" target=\"_blank\" rel=\"noopener\">HubSpot&rsquo;s Blog<\/a> for a consolidated checklist.<\/p>\r\n<ol>\r\n<li><strong>Change the file name of your video to include a target keyword BEFORE you upload it to YouTube.<\/strong>\r\n<ul>\r\n<li>Example: If the target keyword is &ldquo;new homes in Conroe, TX&rdquo;, rename the video file as &ldquo;New Amenities &ndash; [Community Name] New Homes for Sale in Conroe TX.mp4&rdquo; before you upload it to YouTube.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<li><strong>Insert your keyword naturally in the video title. It&rsquo;s recommended not to exceed 60 characters for your YouTube video titles.<\/strong>\r\n<ul>\r\n<li>Example: If the target keyword is &ldquo;virtual tour&rdquo;, name the video something like, &ldquo;Take Virtual Tour of [Floor Plan Name] by [Builder Name]&rdquo;<\/li>\r\n<\/ul>\r\n<\/li>\r\n<li><strong>Optimize your video description.<\/strong>\r\n<ul>\r\n<li>We recommend front-loading the description with the most important information, like CTAs, crucial links, and keywords within the first 100 characters of the description.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<li><strong>Use tags sparingly with popular keyword related to the topic.<\/strong>\r\n<ul>\r\n<li>Per the most recent <a href=\"https:\/\/support.google.com\/youtube\/answer\/146402?hl=en\">video tag documentation by YouTube Help<\/a>, &ldquo;Tags can be useful if the content of your video is commonly misspelled. Otherwise, tags play a minimal role in your video's discovery.&rdquo;<\/li>\r\n<\/ul>\r\n<\/li>\r\n<li><strong>Add a category to your video.<br \/><img src=\"\/uploads\/images\/blog\/youtube-video-category.png\" alt=\"YouTube Video Category\" width=\"430\" height=\"127\" \/><\/strong>\r\n<ul>\r\n<li>Find it in the video&rsquo;s advanced settings area.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<li>Use custom video thumbnails. <a href=\"http:\/\/youtube.com\/verify\" target=\"_blank\" rel=\"noopener\">Only verified accounts<\/a> can upload custom video thumbnails, but they are an important part of video discovery.\r\n<ol>\r\n<li><strong>Dimensions: <\/strong>1280x720 or a 16:9 ratio<\/li>\r\n<li>Add your target keyword naturally into the video thumbnail file name<\/li>\r\n<\/ol>\r\n<\/li>\r\n<li>Use an SRT file to add subtitles\/closed captions. They provide great SEO benefits because they&rsquo;re indexed by Google and crawlable. HubSpot shares a great article about <a href=\"https:\/\/blog.hubspot.com\/marketing\/srt-file\" target=\"_blank\" rel=\"noopener\">what SRT files are and why they&rsquo;re important for video<\/a>.<\/li>\r\n<li>Test adding cards and end screens to your YouTube video to increase your YouTube channel viewership. These are the callouts that share related and recommended videos to keep viewers on your channel. <a href=\"https:\/\/creatoracademy.youtube.com\/page\/lesson\/cards\" target=\"_blank\" rel=\"noopener\">YouTube&rsquo;s Creator Academy<\/a> shares excellent tips for creating and implementing cards.<\/li>\r\n<\/ol>\r\n<h2>Why Optimize YouTube Videos for Search?<\/h2>\r\n<p>According to Alexa&rsquo;s &ldquo;<a href=\"https:\/\/www.alexa.com\/topsites\" target=\"_blank\" rel=\"noopener\">The Top 500 Sites on the Web<\/a>,&rdquo; YouTube is the SECOND most visited website in the world. The citizens of the internet go to YouTube every day to find information and be entertained. The two main reasons to invest time in optimizing your videos include:<\/p>\r\n<ol>\r\n<li>Discoverability &ndash; Adding keywords, optimizing your file names, and adding rich context to your video allows it to be discovered on Google SERP and YouTube.<\/li>\r\n<li>Backlinks to Your Website &ndash; Always add a link to your website in your YouTube description. YouTube is a strong backlink source to point back to your website.<\/li>\r\n<\/ol>\r\n<p>Unlock YouTube&rsquo;s potential as a powerful search engine by giving as much relevant context to every video you upload.<\/p>\r\n<table style=\"width: 65%; margin-left: auto; margin-right: auto;\" cellpadding=\"5\">\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 50%; text-align: center; vertical-align: top;\"><a href=\"\/blog\/1172\/seo-best-practices-for-your-blog\"><img src=\"\/uploads\/images\/blog\/best-seo-maketing-agency-houston.jpg\" alt=\"SEO Best Practices for Your Blog\" width=\"277\" height=\"138\" \/><\/a><\/td>\r\n<td style=\"width: 50%; text-align: left; vertical-align: top;\">\r\n<p><span class=\"highlight\">Related Reading: SEO Best Practices for Your Blog<\/span><\/p>\r\n<p class=\"button\" style=\"text-align: center;\"><a href=\"\/blog\/1172\/seo-best-practices-for-your-blog\">Read On&nbsp;&raquo;<\/a><\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h2>Need a YouTube SEO Strategy?<\/h2>\r\n<p>YouTube&rsquo;s not just a world of cat videos and cooking tutorials. It&rsquo;s a hub of content that millions of people use daily to look up information. Whether they find you on Google SERP or when they&rsquo;re searching within YouTube, your videos have the potential to answer their questions IF they can find them.<\/p>\r\n<p>Let&rsquo;s talk YouTube and how it fits into your overall SEO and <a href=\"\/blog\/1181\/important-changes-you-need-to-know-about-search-marketing-in-2021\">Search Engine Marketing strategy<\/a>. <a href=\"\/contact\">Contact Blue Sky Marketing today.<\/a><\/p>","date_modified":"2021-09-08 10:04:33","createdby":"41","modifiedby":"41","newsdate":"2021-09-08 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/making-youtube-videos-seo-friendly-vector-image.jpg","headingphoto":null,"meta_title":"How to Optimize Your YouTube Videos for SEO [Checklist]","meta_desc":"Your videos can be a gold mine of valuable SEO information \u00e2\u20ac\u201c take advantage of your exposure on YouTube and make sure your YouTube videos are optimized to be found when people are looking for a product just like yours. ","is_hidden":"0","target":"","newslink":"\/blog\/1186\/how-to-optimize-your-youtube-videos-for-seo-checklist","thumbnail_display":"\/uploads\/images\/blog\/making-youtube-videos-seo-friendly-vector-image.jpg","taginfo":{"info":[{"newsid":"1186","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1186","catid":"16","category":"Video","slug":"video"},{"newsid":"1186","catid":"29","category":"SEO","slug":""},{"newsid":"1186","catid":"46","category":"YouTube","slug":""}],"categories":["16","29","46"],"categorylinks":"<a href=\"\/blog\/category\/video\">Video<\/a>, <a href=\"\/blog\/category\/\">SEO<\/a>, <a href=\"\/blog\/category\/\">YouTube<\/a>"},"src":"\/uploads\/images\/blog\/making-youtube-videos-seo-friendly-vector-image.jpg"},{"id":"1185","title":"Google Ad Creative Specs and Best Practices 101","dateadded":"2021-08-30 09:22:46","article":"<p><strong><em>Last updated: August 30, 2021<a id=\"top\"><\/a><\/em><\/strong><\/p>\r\n<p><strong><em><img style=\"float: right; padding: 15px;\" src=\"\/uploads\/images\/blog\/google-ads-screenshots\/bsm-google-ads.jpg\" alt=\"Google Ads Start Up Screen on Mobile\" width=\"260\" height=\"366\" \/><\/em><\/strong><\/p>\r\n<p>This article will cover ad specs, best practices, and screenshots of the most used types of Google Ads Creatives. By the end of this article, you&rsquo;ll have a high-level understanding of the different options for Search, Display, Video, and Discovery ads, as well as what&rsquo;s required to set them up.<\/p>\r\n<ul>\r\n<li><a href=\"#etas\">Search - Extended Text Ads<\/a><\/li>\r\n<li><a href=\"#rsa\">Search - Responsive Search Ads<\/a><\/li>\r\n<li><a href=\"#extensions\">Search - Extensions<\/a>\r\n<ul>\r\n<li><a href=\"#sitelink\">Sitelinks<\/a><\/li>\r\n<li><a href=\"#callout\">Callouts<\/a><\/li>\r\n<li><a href=\"#snippet\">Structured Snippets<\/a><\/li>\r\n<li><a href=\"#image-extensions\">Image Extensions<\/a><\/li>\r\n<\/ul>\r\n<\/li>\r\n<li><a href=\"#google-search-best-practices\">Best Practices for Google Search Copy<\/a><\/li>\r\n<li><a href=\"#google-display\">Google Display<\/a><\/li>\r\n<li><a href=\"#upload-google-image-ads\">Display - Image Ads<\/a><\/li>\r\n<li><a href=\"#responsive-display-ads\">Display - Responsive Display Ads<\/a><\/li>\r\n<li><a href=\"#rda-or-html5-banner-ads\">Display Ads vs. HTML5 Ads<\/a><\/li>\r\n<li><a href=\"#google-display-best-practices\">Best Practices for Google Display Creative<\/a><\/li>\r\n<li><a href=\"#youtube-ads\">YouTube Ads<\/a><\/li>\r\n<li><a href=\"#youtube-ad-best-practices\">Best Practices for YouTube Ad Creative<\/a><\/li>\r\n<li><a href=\"#google-discovery-ads\">Discovery Ads<\/a><\/li>\r\n<\/ul>\r\n<h2>Google Search<\/h2>\r\n<h3><a id=\"etas\"><\/a>Extended Text Ads<\/h3>\r\n<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/7056544?hl=en\" target=\"_blank\" rel=\"noopener\">Extended Text Ads<\/a>, or ETAs, are the base of a standard, classic Google Search text ad. Strong ETA include the keywords you are bidding on and a clear call-to-action and value proposition about what your brand can offer the searcher.<\/p>\r\n<h4><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/google-ads-screenshots\/Google_Search_Results_Edit.png\" alt=\"Screenshot of Google SERP Results\" width=\"650\" height=\"477\" \/><\/h4>\r\n<p style=\"text-align: center;\"><em>Screenshot of Google SERP Results<\/em><\/p>\r\n<h4>ETA Specs<\/h4>\r\n<ul>\r\n<li><strong>Final URL &ndash;<\/strong> Ensure that your destination URL for the ad loads quickly and has a clear path to conversion for the visitor. Should they sign up for a newsletter? Search homes? Explore products? Make sure the landing page aligns with expectations from the ad creative.<\/li>\r\n<li><strong>Headline 1 (30 character limit) &ndash;<\/strong> Attention-grabbing introduction to your ad content.<\/li>\r\n<li><strong>Headline 2 (30 character limit) &ndash;<\/strong> Provides details and contact to attention-grabber, often including a call-to-action.<\/li>\r\n<li><strong>Headline 3 (30 character limit) &ndash;<\/strong> Provides additional context on the brand or ad.<\/li>\r\n<li><strong>Display Path (15 character limit) &ndash;<\/strong> A decorative display URL that gives more context to the destination link and can use your target keywords.<\/li>\r\n<li><strong>Description 1 (90 character limit) &ndash;<\/strong> Control your ad messaging with a strong, concise description of what you offer.<\/li>\r\n<li><strong>Description 2 (90 character limit) &ndash;<\/strong> Provide additional details and a call to action.<\/li>\r\n<\/ul>\r\n<p><a href=\"#top\"><em>Back to top&nbsp;<span class=\"code char\">&raquo;<\/span><\/em><\/a><\/p>\r\n<h3><a id=\"rsa\"><\/a>Responsive Search Ads<\/h3>\r\n<p>On the front end, <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7684791?hl=en\" target=\"_blank\" rel=\"noopener\">Responsive Search Ads<\/a> (RSAs) look very similar to extended text ads. However, these newer additions to Google Ads creative options use Google&rsquo;s AI to adapt ad copy to your customers per search query.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/google-ads-screenshots\/RSA.png\" alt=\"Screenshot of Responsive Search Ad in Google Ads Previewer\" width=\"388\" height=\"328\" \/><\/p>\r\n<p style=\"text-align: center;\"><em>Screenshot of Responsive Search Ad in Google Ads Previewer<\/em><\/p>\r\n<p>RSAs allow you to input multiple headlines and descriptions and will present AI-managed combinations of copy to your customers. These flexible ads allow Google Ads to find the optimal combination of headlines and descriptions for your campaign goals. It&rsquo;s important to note that RSAs can show headlines and descriptions in ANY combination, so you must draft copy that could theoretically be combined with the others in the package in any order.<\/p>\r\n<p><em>NOTE: You have the option to &ldquo;pin&rdquo; headlines to force one of your headlines to always appear. This is not recommended but can be used to highlight priority brand messages.<\/em><\/p>\r\n<p>Google&rsquo;s RSA documentation explains, &ldquo;After you enter headlines and descriptions, Google Ads assembles the text into multiple ad combinations in a way that avoids redundancy, different from expanded text ads, you can provide up to 15 headlines and 4 descriptions for a single responsive search ad.&rdquo;<\/p>\r\n<h4>RSA Specs<\/h4>\r\n<ul>\r\n<li><strong>Final URL &ndash;<\/strong> Ensure that your destination URL for the ad loads quickly and has a clear path to conversion for the visitor. Should they sign up for a newsletter? Search homes? Explore products? Make sure the landing page aligns with expectations from the ad creative.<\/li>\r\n<li><strong>15 Headlines (30 character limit per headline) <\/strong>&ndash; Supply up to 15 headlines. Google ads recommends having at least 5 UNIQUE headlines that don&rsquo;t repeat the same or similar phrases to leverage the AI to its fullest. Providing up to 15 headlines allow you to test variations of copy. Up to three headlines might show up in ad results.<\/li>\r\n<li><strong>4 Descriptions (90 character limit per description) &ndash; <\/strong>Supply up to 4 unique descriptions that give rich context to your value proposition. Up to 2 descriptions might show in ad results.<\/li>\r\n<\/ul>\r\n<p><a href=\"#top\"><em>Back to top&nbsp;<span class=\"code char\">&raquo;<\/span><\/em><\/a><\/p>\r\n<h3><a id=\"extensions\"><\/a>Google Ads Extensions<\/h3>\r\n<p>Google&rsquo;s documentation describes <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2375499?hl=en\" target=\"_blank\" rel=\"noopener\">Ad Extensions<\/a> the best: &ldquo;Extensions expand your ad with additional information, giving people more reasons to choose your business. These may increase an ad's clickthrough rate by several percentage points.&rdquo;<\/p>\r\n<p>In short, extensions provide more opportunities to go beyond the character count restrictions of your ETAs and RSAs to give paint more context in your ad. Extensions show in response to each individual Google search result page, so each search may display different extensions to win the click.<\/p>\r\n<p>We'd recommend that each ad account includes these extensions.<\/p>\r\n<h4><a id=\"sitelink\"><\/a>Sitelinks<\/h4>\r\n<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/2375416?hl=en\" target=\"_blank\" rel=\"noopener\">Sitelink Extensions<\/a> appear on the SERP and lead directly to specific pages within your website, like a home search page, whitepaper page, or community page. Desktop search can display up to 6 sitelinks, while mobile search can display up to 8. Sitelinks are part of your Google ad budget, and do not cost extra to add the account while greatly improving visibility and appeal to your ad.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/google-ads-screenshots\/Sitelink.png\" alt=\"Screenshot of Sitelink Preview in Google Ads Previewer\" width=\"479\" height=\"487\" \/><\/p>\r\n<p style=\"text-align: center;\"><em>Screenshot of Sitelinks in Google Ads Previewer<\/em><\/p>\r\n<p>For almost all clients, Sitelink performance metrics indicate that they are closely linked to an increase in overall conversions in the account and tend to have excellent click-through rates.<\/p>\r\n<ul>\r\n<li><strong>Sitelink text (25 character limit) &ndash;<\/strong> A concise headline for your Sitelink. Where will this link take the visitor on your website?<\/li>\r\n<li><strong>Description Line 1 (35 character limit) <\/strong>&ndash; Describe the benefit of this section of the website. What is the value proposition?<\/li>\r\n<li><strong>Description Line 2 (35 character limit) &ndash;<\/strong> Provides additional context and often includes a call-to-action<\/li>\r\n<li><strong>Final URL -<\/strong> No character limit, and the destination link can be any URL on your website. Each Sitelink URL needs to be unique, and you cannot have 2 sitelinks for the same URL.<\/li>\r\n<\/ul>\r\n<h4><a id=\"callout\"><\/a>Callouts<\/h4>\r\n<p>Google Ads&rsquo; documentation describes <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6079510?hl=en\" target=\"_blank\" rel=\"noopener\">Callout Extensions<\/a>: &ldquo;you can promote unique offers to shoppers, like free shipping or 24-hour customer service. When customers see your ads, they get detailed information about your business, products, and services.&rdquo;<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/google-ads-screenshots\/Callout.png\" alt=\"Screenshot of Callout Extensions in Google Ads Previewer\" width=\"550\" height=\"217\" \/><\/p>\r\n<p style=\"text-align: center;\"><em>Screenshot of Callout Extensions in Google Ads Previewer<\/em><\/p>\r\n<ul>\r\n<li><strong>Callout Text (25 character limit)<\/strong><\/li>\r\n<\/ul>\r\n<p>Callouts let you highlight business offerings (like &ldquo;Top Builders&rdquo; or &ldquo;Virtual Tours&rdquo;). These phrases add richness and contact to the ad copy with no additional budget requested.<\/p>\r\n<h4><a id=\"snippet\"><\/a>Structured Snippets<\/h4>\r\n<p>Unlike Callout extensions, which can be used flexibly, <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6280012?hl=en\" target=\"_blank\" rel=\"noopener\">Structured Snippets extensions<\/a> highlight only specific products\/services within a Google-specified header.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/google-ads-screenshots\/Structured_Snippet.png\" alt=\"Screenshot of Structured Snippets in Google Ads Previewer\" width=\"550\" height=\"268\" \/><\/p>\r\n<p style=\"text-align: center;\"><em>Screenshot of Structured Snippets in Google Ads Previewer<\/em><\/p>\r\n<ul>\r\n<li><strong>Value Text (25 character limit)<\/strong><\/li>\r\n<\/ul>\r\n<p>These are the only header options currently available, and each header type has specific policies about what CAN be included within the header.<\/p>\r\n<ul>\r\n<li>Amenities<\/li>\r\n<li>Brands<\/li>\r\n<li>Courses<\/li>\r\n<li>Degree programs<\/li>\r\n<li>Destinations<\/li>\r\n<li>Featured hotels<\/li>\r\n<li>Insurance coverage<\/li>\r\n<li>Models<\/li>\r\n<li>Neighborhoods<\/li>\r\n<li>Service catalog<\/li>\r\n<li>Shows<\/li>\r\n<li>Styles<\/li>\r\n<li>Types<\/li>\r\n<\/ul>\r\n<p>Google ads cautions, &ldquo;It's important to make sure your header and values match, as a mismatch is the most likely reason your snippets will be disapproved.&rdquo; For example, <a href=\"https:\/\/support.google.com\/adspolicy\/answer\/6283300\" target=\"_blank\" rel=\"noopener\">Structured Snippet Requirements<\/a> state that under the &ldquo;Amenities&rdquo; header, you can list &ldquo;Parks, Waterpark, Trails, Fitness Center&rdquo;, but you can&rsquo;t list, &ldquo;Residents love it here.&rdquo; Structured snippets should be a list of specific examples under the header.<\/p>\r\n<h4><a id=\"image-extensions\"><\/a>Image Extensions<\/h4>\r\n<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/9566341?hl=en\">Image Extensions<\/a> were launched in 2021, and we&rsquo;ve found that they perform very well in terms of CTR and conversions. To use image extensions, your account must have a good history of compliance, been open for more than 90 days, and an eligible vertical of sub-vertical (alcohol and sexual content, for example, are not eligible for image extensions).<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/google-ads-screenshots\/Image_Ext.png\" alt=\"Preview of Image Extension on Mobile in Google Ads Previewer\" width=\"495\" height=\"400\" \/><\/p>\r\n<p style=\"text-align: center;\"><em>Preview of Image Extension on Mobile in Google Ads Previewer<\/em><\/p>\r\n<p>We have found that the best performing image extensions, by far, are square ratio.<\/p>\r\n<ul>\r\n<li><strong>Square (1x1) Ratio image<\/strong><\/li>\r\n<li><strong>High quality PNG, JPG, or Static GIF (no animated images)<\/strong><\/li>\r\n<li><strong>Max Size: 5120 KB<\/strong><\/li>\r\n<\/ul>\r\n<p>These show up almost exclusively on mobile searches, and the image helps to add more context and richness to the ad.&nbsp;<\/p>\r\n<p><a href=\"#top\"><em>Back to top&nbsp;<span class=\"code char\">&raquo;<\/span><\/em><\/a><\/p>\r\n<h3><a id=\"google-search-best-practices\"><\/a>Best Practices for Google Search Ads Copy<\/h3>\r\n<p>In summary, Google Search offers many opportunities to deliver robust creative to give your ad the best chance of being clicked. When writing ads, it is important to remember:<\/p>\r\n<ol>\r\n<li><strong>Character count matters<\/strong>: There is absolutely NO wiggle-room to add more characters than allowed. When writing ads, be concise and try to use as many characters as allowed.<\/li>\r\n<li><strong>Write for the intent of the ad group:<\/strong> Blue Sky Marketing structured each ad group to target specific intents. Think of an ad group as a bucket of keywords with similar intent, but different ways to say it (think &ldquo;home builder near me&rdquo; vs. &ldquo;builder in &lsquo;City Name&rsquo;&rdquo; vs &ldquo;build a new home in &lsquo;City Name&rsquo;&rdquo;). When writing ads, remember to include ad group keywords in the copy to improve your ad strength.<\/li>\r\n<li><strong>Write ads with your audience&rsquo;s needs in mind: <\/strong>Within the character limits, you need to communicate that your ad has what your audience is searching for. When they do a search query, they are looking for information. Always write ads that seek to answer their question. You don&rsquo;t have to &ldquo;give away&rdquo; everything in your ad copy &ndash; but you do have to suggest that clicking your ad will have the answer they need.<\/li>\r\n<\/ol>\r\n<p><a href=\"#top\"><em>Back to top&nbsp;<span class=\"code char\">&raquo;<\/span><\/em><\/a><\/p>\r\n<h2><a id=\"google-display\"><\/a>Google Display<\/h2>\r\n<p>The Google Display Network is a powerful and low-cost way to reach new audiences at scale with visual ads as they browse websites, watch YouTube videos, check their email, or use mobile apps.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/google-ads-screenshots\/RDA_Display_01.png\" alt=\"Screenshot of Display Ad on Mobile\" width=\"395\" height=\"467\" \/><\/p>\r\n<p style=\"text-align: center;\"><em>Screenshot of Google Display Ad on Mobile<\/em><\/p>\r\n<p>Display is best used to:<\/p>\r\n<ol>\r\n<li>Find new in-market or affinity customers whose interests and needs align with what your brand is offering<\/li>\r\n<li>Remarket to existing customers and website visitors<\/li>\r\n<\/ol>\r\n<p>With changes to 3<sup>rd<\/sup> party cooking tracking, there will likely be changes coming to how Google Display campaigns can target users, but the intent of these campaigns should remain the same. There are four types of Display Ad creatives to consider, but this article will focus on creative specs and use cases for the first two.<\/p>\r\n<ol>\r\n<li>Image Display Ads<\/li>\r\n<li>Responsive Display Ads<\/li>\r\n<li><a href=\"https:\/\/support.google.com\/google-ads\/answer\/2375464\" target=\"_blank\" rel=\"noopener\">Engagement Ads<\/a> (Video)<\/li>\r\n<li><a href=\"https:\/\/support.google.com\/google-ads\/answer\/7019460\" target=\"_blank\" rel=\"noopener\">Gmail Ads<\/a><\/li>\r\n<\/ol>\r\n<h3><a id=\"upload-google-image-ads\"><\/a>Image Display Ads<\/h3>\r\n<p>You can design <a href=\"https:\/\/support.google.com\/google-ads\/answer\/1722096\" target=\"_blank\" rel=\"noopener\">Image Ads<\/a> and upload them as creative assets for a Display campaign. Uploaded images give you the power to have full control over the look and feel of your brand on the Display network. When creating Display ads, you will need to create the following sizes. We&rsquo;ve noted with a (*) the sizes we have seen performing the best this year.<\/p>\r\n<p><strong>Desktop<\/strong><\/p>\r\n<ul>\r\n<li>300x250*<\/li>\r\n<li>336x280*<\/li>\r\n<li>728x90*<\/li>\r\n<li>300x600*<\/li>\r\n<li>160x600*<\/li>\r\n<li>970x90<\/li>\r\n<li>468X60<\/li>\r\n<li>250x250<\/li>\r\n<li>200x200<\/li>\r\n<\/ul>\r\n<p><strong>Mobile<\/strong><\/p>\r\n<ul>\r\n<li>300x50*<\/li>\r\n<li>320x50<\/li>\r\n<li>320x100<\/li>\r\n<\/ul>\r\n<p>HTML5 Ads, animated and static GIFs, JPGs, and PNGs are all acceptable file types if the file sizes do not exceed 150KB. <a href=\"https:\/\/support.google.com\/google-ads\/answer\/1722096#zippy=%2Call-html-ads\" target=\"_blank\" rel=\"noopener\">Learn more about limitations for launching HTML5 Ads in Google&rsquo;s documentation.<\/a><\/p>\r\n<p><a href=\"#top\"><em>Back to top&nbsp;<span class=\"code char\">&raquo;<\/span><\/em><\/a><\/p>\r\n<h3><a id=\"responsive-display-ads\"><\/a>Responsive Display Ads<\/h3>\r\n<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/6363750?hl=en\">Responsive Display Ads<\/a> are officially the new default ad creative type for Display campaigns. Google&rsquo;s documentation describes it, &ldquo;To create a responsive display ad, upload your assets (images, headlines, logos, videos, and descriptions), and Google will automatically generate ads to be shown on the Google Display Network.&rdquo;<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/google-ads-screenshots\/RDA_2.png\" alt=\"Responsive Display Ad Sample from Google Ads Previewer\" width=\"366\" height=\"681\" \/><\/p>\r\n<p style=\"text-align: center;\"><em>Responsive Display Ad Sample from Google Ads Previewer<\/em><\/p>\r\n<p>RDAs, similar to Responsive Search Ads, use the headlines, descriptions, and images you provide and create AI-managed combinations per user until it finds the optimal combination. You can pull RDA asset reports to see which images, headlines, and descriptions are performing the best in the campaign. It is important for all assets to be able to be shown in any combination and still make sense.<\/p>\r\n<p>RDAs are flexible and are sized to fit various Display Network image sizes, eliminating the need to create assets of different sizes for Google Ads.<\/p>\r\n<h3>RDA Specs<\/h3>\r\n<ul>\r\n<li><strong>Final URL &ndash;<\/strong> Ensure that your destination URL for the ad loads quickly and has a clear path to conversion for the visitor.<\/li>\r\n<li><strong>5 Headlines (30 character limit per headline) <\/strong>&ndash; Supply up to 5 headlines. The headline is the first line of your ad and can be up to 30 characters.<\/li>\r\n<li><strong>1 Long Headline (90 character limit)<\/strong> - The long headline is the first line of the ad and appears instead of the short headline in larger ads. The long headline may appear without a description, so it&rsquo;s important for the message to be able to stand alone.<\/li>\r\n<li><strong>5 Descriptions (90 character limit per description) &ndash; <\/strong>Supply up to 5 unique descriptions that give rich context to your value proposition.<\/li>\r\n<li><strong>15 Images (150KB file size limit)<\/strong> &ndash; Select up to 15 square AND landscape images to be used in the Ads.<\/li>\r\n<li><strong>1 Video (optional)<\/strong> &ndash; Supply the link of one of your YouTube videos to show on the Display Network<\/li>\r\n<li><strong>Custom Colors <\/strong>&ndash; Add additional branding to your Display ads by setting the hex codes for a one main color and one accept color.<\/li>\r\n<\/ul>\r\n<p><a href=\"#top\"><em>Back to top&nbsp;<span class=\"code char\">&raquo;<\/span><\/em><\/a><\/p>\r\n<h3><a id=\"rda-or-html5-banner-ads\"><\/a>Should You Use Responsive Display Ads or HTML5 Ads?<\/h3>\r\n<p>The short answer: test it and find out.<\/p>\r\n<p>The long answer: Not sure if you should start with image ads or responsive display ads? If you have the budget and time, launch both and A\/B test for them against each other. Some metrics to look at within the next month include:<\/p>\r\n<ol>\r\n<li>Aim for 0.20% CTR, a signal of whether the ad is resonating with audience<\/li>\r\n<li>Look at your ads&rsquo; bounce rates, a signal of whether the audience that&rsquo;s clicking on the ads is a match for your brand&rsquo;s content<\/li>\r\n<li>Look at your ads conversion rates to determine if one creative delivers more conversions than the other.<\/li>\r\n<\/ol>\r\n<p>In general, we have found that CTRs, conversions, and bounce rates in <em>Responsive Display Ads <\/em>out-perform uploaded image ads for most of our client&rsquo;s campaigns. However, each account is unique, and some of our clients benefit from having a highly-branded animated display creative.<\/p>\r\n<h4><a id=\"google-display-best-practices\"><\/a>Best Practices for Google Display Creatives<\/h4>\r\n<ol>\r\n<li><strong>Use high impact, high quality images - <\/strong>Select your BEST images for Display ads &ndash; the ones that are easy to identify as users browse websites and apps. Images should be eye-catching, text-free, and represent your brand&rsquo;s value proposition clearly.<\/li>\r\n<li><strong>For RDAs, add the maximum number of assets &ndash; <\/strong>For evergreen and remarketing campaigns, ensure that you have provided all 5 headlines and descriptions and all 15 images. Provide a great video and take advantage of adding your brand color hex codes. The more assets you provide the campaign, the more combinations it can work with to find the optimal message.<\/li>\r\n<li><strong>Avoid too much text &ndash;<\/strong> Consider when Display ads are served during the buyer journey: it&rsquo;s either at the beginning (when reaching new audiences for brand awareness) or during remarketing after they&rsquo;ve had a first touch with your website. Your ad should avoid too much clunky text and focus on the high-level value propositions you provide.<\/li>\r\n<\/ol>\r\n<p><a href=\"#top\"><em>Back to top&nbsp;<span class=\"code char\">&raquo;<\/span><\/em><\/a><\/p>\r\n<h2><a id=\"youtube-ads\"><\/a>Video Ads\/YouTube Ads<\/h2>\r\n<p>As a Google property, YouTube ads can be served within Google Ads Manager, and with over 2 billion logged-in monthly users, YouTube can be a powerful way to extend your brand&rsquo;s reach. <a href=\"https:\/\/www.pewresearch.org\/internet\/2021\/04\/07\/social-media-use-in-2021\/\" target=\"_blank\" rel=\"noopener\">74% of adults use YouTube<\/a>, and it is currently the second most-used social media platform with <a href=\"https:\/\/www.youtube.com\/intl\/en-GB\/howyoutubeworks\/\" target=\"_blank\" rel=\"noopener\">billions of hours of video views daily.<\/a><\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/google-ads-screenshots\/Youtube.png\" alt=\"Screenshot of YouTube Ad Preview\" width=\"532\" height=\"382\" \/><\/p>\r\n<p style=\"text-align: center;\"><em>Screenshot of YouTube Ad Preview<\/em><\/p>\r\n<p>Videos are an important ad component for brand awareness, consideration, and to inspire action. Learn more about <a href=\"https:\/\/www.youtube.com\/ads\/resources\/best-practices\/\" target=\"_blank\" rel=\"noopener\">YouTube ABCD&rsquo;s of Effective Creative<\/a>.<\/p>\r\n<p>YouTube recommends launching ads from 6 seconds up to 3 minutes long, however, the best performing lengths for ads tend to be:<\/p>\r\n<ul>\r\n<li>6 seconds (for un-skippable bumper ads)<\/li>\r\n<li>15 seconds (allows for the most flexible placements, including skippable in-steam ads)<\/li>\r\n<li>30 seconds (can be used as a skippable in-steam ad while telling a longer story)<\/li>\r\n<\/ul>\r\n<h3><a id=\"youtube-ad-best-practices\"><\/a>Creative Best Practices for YouTube Ads<\/h3>\r\n<ol>\r\n<li>Produce videos at a 16:9 standard ratio (per <a href=\"https:\/\/support.google.com\/youtube\/answer\/6375112?hl=en&amp;co=GENIE.Platform%3DDesktop#:~:text=The%20standard%20aspect%20ratio%20for,video%20and%20the%20viewer's%20device.\">Video Resolution &amp; Aspect Ratios<\/a> documentation). If your video is in a different ratio, YouTube player will adapt the size (think of the black bars you see on the sides of square videos)<\/li>\r\n<li>Structure the video narrative to have the best, most impactful parts within the 1<sup>st<\/sup> five seconds of the video. After five seconds, the &ldquo;SKIP&rdquo; button activates, so it&rsquo;s important to catch your audience&rsquo;s attention at the beginning of the video.<\/li>\r\n<li>Produce short, high impact video ads. We recommend avoiding slow-pans of landscapes or extended musical introductions &ndash; get to the point quickly and deliver your message within the shortest amount of time. <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2375464\">Learn more about YouTube ad formats.<\/a><\/li>\r\n<li>Audio and captions &ndash; YouTube recommends launching ads with either full audio or with captions to reinforce messaging and connect with your audience. Captions are also useful for users who watch videos on mute or have a hard time hearing audio when watching on a mobile phone.<\/li>\r\n<li>Ad Character Counts are strict and very minimal.\r\n<ol>\r\n<li><strong>Headline (15 character limit)<\/strong>: Short, optional copy to reinforce your brand message and capture attention<\/li>\r\n<li><strong>CTA (10 character limit)<\/strong>: Short, optional copy to inspire action<\/li>\r\n<\/ol>\r\n<\/li>\r\n<\/ol>\r\n<p><a href=\"#top\"><em>Back to top&nbsp;<span class=\"code char\">&raquo;<\/span><\/em><\/a><\/p>\r\n<h2><a id=\"google-discovery-ads\"><\/a>Discovery Ads<\/h2>\r\n<h3>What are Google Discovery Ads?<\/h3>\r\n<p>We have internally described Discovery ads as &ldquo;Imagine if Google Search and Display had a baby.&rdquo; <a href=\"https:\/\/support.google.com\/google-ads\/answer\/9176942\" target=\"_blank\" rel=\"noopener\">Discovery Campaigns<\/a> help you reach up to 3 billion customers across Google properties &ndash; Gmail, YouTube, Google Discover Feeds.<\/p>\r\n<p>Discovery ads take your assets (headlines, descriptions, AND images) and build dynamic carousels for various properties in a single campaign. They are optimized to reach new customers that would be interested in your brand or product based on signals you can specify in targeting.<\/p>\r\n<ul>\r\n<li>What keywords is your audience searching for?<\/li>\r\n<li>What kind of people are in your remarketing lists?<\/li>\r\n<li>What websites does your target audience visit?<\/li>\r\n<li>What is your audience currently shopping for?<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/9176876?hl=en\" target=\"_blank\" rel=\"noopener\">Google describes the value of Discovery Ads<\/a>: &ldquo;Thanks to Google's audience and customer intent signals, this campaign type helps you deliver highly visual, inspiring personalized ad experiences to people who are ready to discover and engage with your brand.&rdquo;<\/p>\r\n<table style=\"width: 90%; margin-left: auto; margin-right: auto;\" cellpadding=\"5\">\r\n<tbody>\r\n<tr>\r\n<td><img src=\"\/uploads\/images\/blog\/google-ads-screenshots\/Discovery_-_Youtube_Feed.png\" alt=\"Discovery Ad Previews with YouTube and Google Discovery Feed Examples\" width=\"385\" height=\"679\" \/><\/td>\r\n<td><img src=\"\/uploads\/images\/blog\/google-ads-screenshots\/Discovery_-_Discovery_Feed_PV.png\" alt=\"Discovery Ad Previews with YouTube and Google Discovery Feed Examples\" width=\"371\" height=\"677\" \/><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p style=\"text-align: center;\"><br \/><em>Discovery Ad Previews with YouTube and Google Discovery Feed Examples<\/em><\/p>\r\n<h3>Discovery Ad Specs<\/h3>\r\n<p>There are two types of Discovery Ad creatives: single-image ads and multi-image carousel ads. Needed assets are similar.<\/p>\r\n<p>Single-image ads create AI-managed combinations of provided copy and images, so it is important for each headline, description, and image to be paired with each other in any combination.<\/p>\r\n<p>Multi-image carousel ads allow you to choose how headlines, descriptions, and images (and destination links) are displayed per carousel card, like the structure of a Facebook Carousel Ad.<\/p>\r\n<p>Required assets include:<\/p>\r\n<ul>\r\n<li>Headlines (40 character limit): Provide up to 5 unique headlines<\/li>\r\n<li>Descriptions (90 character limit): Provide up to 5 unique descriptions<\/li>\r\n<li>Images (5 MB max): Provide up to 15 high-quality images<\/li>\r\n<li>Logo (1:1 Square Image, 150KB max)<\/li>\r\n<li>Final URL: Select a conversion-focused landing page<\/li>\r\n<li>Call-to-Action Text: Select a CTA option from the drop-down or set to &ldquo;Automatic&rdquo; to let the AI determine the best CTA.<\/li>\r\n<\/ul>\r\n<p><a href=\"#top\"><em>Back to top&nbsp;<span class=\"code char\">&raquo;<\/span><\/em><\/a><\/p>\r\n<h2>How Blue Sky Marketing Captures Your Audience&rsquo;s Attention in Google Ads<\/h2>\r\n<p>Google has many creative options, designed to align with the intent of your audience as they navigate through Google&rsquo;s many properties. Creative is a key part of a successful Google ads strategy, but it isn&rsquo;t the only component.<\/p>\r\n<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/6167122\" target=\"_blank\" rel=\"noopener\">Google Ads Help offers excellent documentation for creating effective Search ads as well. <\/a>For more information and to get your questions about strategic targeting, keyword strategy, and choosing the right ad type for the right audience, <a href=\"\/contact\">start the conversation with Blue Sky Marketing.&nbsp;<\/a><\/p>\r\n<p class=\"button\"><a href=\"\/contact\">Let's Talk<\/a><\/p>\r\n<p>&nbsp;<\/p>","date_modified":"2022-04-26 11:22:51","createdby":"41","modifiedby":"41","newsdate":"2021-08-30 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/google-ad-types-101.jpg","headingphoto":null,"meta_title":"Google Ad Creative Specs and Best Practices 101 | Blue Sky Marketing","meta_desc":"This article will cover ad specs, best practices, and screenshots of the most used types of Google Ads Creatives.","is_hidden":"0","target":"","newslink":"\/blog\/1185\/google-ad-creative-specs-and-best-practices-101","thumbnail_display":"\/uploads\/images\/blog\/google-ad-types-101.jpg","taginfo":{"info":[{"newsid":"1185","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1185","catid":"21","category":"AdWords","slug":""},{"newsid":"1185","catid":"34","category":"Google Ads","slug":""}],"categories":["21","34"],"categorylinks":"<a href=\"\/blog\/category\/\">AdWords<\/a>, <a href=\"\/blog\/category\/\">Google Ads<\/a>"},"src":"\/uploads\/images\/blog\/google-ad-types-101.jpg"},{"id":"1184","title":"First-Party Data - What is it and Why Do You Absolutely Need It?","dateadded":"2021-08-09 10:19:49","article":"<p>First-party data is data that you collected yourself from your visitors and followers. By definition, YOU are the &ldquo;first party&rdquo; because you collected the data firsthand with permission from your audience.<\/p>\r\n<ul>\r\n<li><a href=\"#what-is-considered-1st-party-data\">What is Considered First-Party Data?<\/a><\/li>\r\n<li>\r\n<p><a href=\"#why-is-1st-party-data-important\">Why is First-Party Data Important?<\/a><\/p>\r\n<\/li>\r\n<li>\r\n<p><a href=\"#top-ways-to-use-1st-party-data\">Top Ways to Use First-Party Data<\/a><\/p>\r\n<\/li>\r\n<li>\r\n<p><a href=\"#top-10-ways-to-get-more-1st-party-data\">Top 10 Ways to Get More First-Party Data<\/a><\/p>\r\n<\/li>\r\n<\/ul>\r\n<h2><a id=\"what-is-considered-1st-party-data\"><\/a>What is Considered First-Party Data?<\/h2>\r\n<p>Examples of first-party data include:<\/p>\r\n<ul>\r\n<li><strong>Customers: <\/strong>With each purchase, you get valuable information about your customers, including their email address, name, physical address, and more. The personal information they give you at the time of the transaction is first-party data. How you use it (remarketing, promotional offers, etc.) is dependent on your Terms of Service.<\/li>\r\n<li><strong>Subscribers:<\/strong> Any newsletter sign ups, form fills, or other email-generating forms on your website are considered first party data. Gathering email subscribers should be a key focus in growing your first-party data.<\/li>\r\n<li><strong>Site Visitors:<\/strong> Though privacy policies and Terms of Service vary per company, your site visitor&rsquo;s activity is also considered first party data. These include behavioral signals like which pages are being viewed, how long visitors are staying on your website, and which links are being clicked.<\/li>\r\n<li><strong>Social Media Followers: <\/strong>Any information you get from your followers on social media is considered first-party. This is different from using a social ads platform for paid targeting &ndash; we are talking about people who choose to opt-in and follow your social profiles. They have given you their information by following you and interacting with your brand on social.<\/li>\r\n<li><strong>Mobile App Usage:<\/strong> Depending on Terms of Use, when a customer downloads your app, their activity on it is considered first party because they opted-in when deciding to download your app.<\/li>\r\n<li><strong>Customer Surveys:<\/strong> Any input you get from customer surveys is considered first party data. Positive and negative feedback collected directly from your customers is invaluable.<\/li>\r\n<\/ul>\r\n<p style=\"text-align: center;\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/NewsletterSubscriber.png\" alt=\"Screenshot of Newsletter Sign Up to Generate First Party Data\" width=\"700\" height=\"308\" \/><em>SAMPLE: Newsletter \"Exit Pop-Up\" to Generate Newsletter Subscribers<\/em><\/p>\r\n<h2><a id=\"why-is-1st-party-data-important\"><\/a>Why is First-Party Data Important?<\/h2>\r\n<p>Why do you need to gather so much information about your customers and prospects anyway? As it turns out, <a href=\"https:\/\/martech.org\/survey-58-will-share-personal-data-under-the-right-circumstances\/\" target=\"_blank\" rel=\"noopener\">58% of American consumers are willing to give their personal data<\/a> in exchange for:<\/p>\r\n<ol>\r\n<li>Valuable information<\/li>\r\n<li>Ease of services<\/li>\r\n<\/ol>\r\n<p>In addition, with the sunset of 3<sup>rd<\/sup> party cookies in the near future, first-party data will eventually be the best and most reliable ways to effectively remarket to prospects and analyze user behavior.<\/p>\r\n<table style=\"width: 65%; margin-left: auto; margin-right: auto;\" cellpadding=\"5\">\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 50%; text-align: center; vertical-align: top;\"><a href=\"\/blog\/1179\/cookie-geddon-the-death-of-the-third-party-cookie\"><img src=\"\/uploads\/images\/third-party-cookie-changes.jpg\" alt=\"Third Party Cookie Changes | What To Do\" width=\"200\" height=\"161\" \/><\/a><\/td>\r\n<td style=\"width: 50%; text-align: left; vertical-align: top;\">\r\n<p><span class=\"highlight\">Related Reading: Cookie-Geddon! The Death of the Third-Party Cookie<\/span><\/p>\r\n<p class=\"button\" style=\"text-align: center;\"><a href=\"\/blog\/1179\/cookie-geddon-the-death-of-the-third-party-cookie\">Read On&nbsp;&raquo;<\/a><\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>&nbsp;<\/p>\r\n<p>First-party data is important because it gives businesses critical data about what your prospects want to know about you, and why your customers should return to you.<\/p>\r\n<h2><a id=\"top-ways-to-use-1st-party-data\"><\/a>Top Ways to Use First-Party Data<\/h2>\r\n<h3>#1. Remarketing\/Customer Match Audience Advertising<\/h3>\r\n<p>Customer lists can be manually added or integrated with ads platforms via a CRM to serve relevant remarketing ads. For example, HubSpot lists can integrate with Google Ads and Facebook ads to send your subscriber lists dynamically (and in real-time) to the ads platforms, matching their online user profile with the email address they gave you. Remarketing adds valuable touchpoints to your brand after visitors leave your website.<\/p>\r\n<h3>#2. Email Nurturing<\/h3>\r\n<p>After earning a lead in the form of an email address, you can send an email welcome series to your new leads to nurture them towards a purchase. Emails collected from abandoned cart transactions are also highly valuable, allowing you to re-engage with &ldquo;lost&rdquo; prospects.<\/p>\r\n<h3>#3. Sales Process Optimization<\/h3>\r\n<p>Data analysis from your first-party data can help your sales team identify opportunities to improve the sales process. Website visitors, customers, and social followers are telling you with their actions what they are interested in &ndash; asking for their email at specific stages of their buying journey will improve their experience.<\/p>\r\n<h3>#4. Market and Product Research &amp; Customer Feedback<\/h3>\r\n<p>Use the data you get from your website visitors and followers for market and product opportunities. Which pages are being visited the most? Which posts are getting the most engagement? Are you noticing a certain demographic interacting with your content more than your target demographic?<\/p>\r\n<h3>#5. Lookalike Audiences<\/h3>\r\n<p>Building a robust first-party list gives you the ability to create a &ldquo;lookalike&rdquo; or &ldquo;similar to&rdquo; audience list for ad platforms. If you have a list of current customers or newsletter subscribers, ad platforms can serve an audience with similar characteristics.<\/p>\r\n<h3>#6. Improve ROI and Tracking<\/h3>\r\n<p>When used in conjunction with a strong CRM with original source tracking, you can analyze your contact database to identify where they came from. Tools like HubSpot store which source your contacts came from (like Organic Search, Paid Social, Paid Search, etc.), giving you visibility into what&rsquo;s really working in your media mix.<\/p>\r\n<h3>#7. Improved Attribution<\/h3>\r\n<p>Attribution modeling in a CRM allows you to analyze different touchpoints your leads\/customers took on their purchase journey. HubSpot defines it, &ldquo;<a href=\"https:\/\/blog.hubspot.com\/marketing\/attribution-reports-definition\" target=\"_blank\" rel=\"noopener\">Multi-touch attribution reports are valuable because they allow marketers to pinpoint the exact marketing and sales effort that led to a conversion<\/a>.&rdquo; This is only possible when you collect a contact database.<\/p>\r\n<h2><a id=\"top-10-ways-to-get-more-1st-party-data\"><\/a>Top 10 Ways to Get More First-Party Data<\/h2>\r\n<p>Your prospects and customers need to feel like giving you their email will result in a valuable experience for them. When asking for emails from your customers, answer their most important question: &ldquo;What&rsquo;s in it for me?&rdquo;<\/p>\r\n<p style=\"text-align: center;\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Content_Download.png\" alt=\"Sample of Content Download to Generate More 1st Party Data\" width=\"700\" height=\"427\" \/><em>Sample Content Download Incentive<\/em><\/p>\r\n<p>Will they be receiving a monthly list of available homes for sale from your community? Can you send them timely updates on sales incentives? Can they update their subscription frequency or control what kind of emails you send them? Make sure that your opt-in copy is clear on what you can deliver in exchange for their information.<\/p>\r\n<ol>\r\n<li>Offer content to download in exchange for an email address<\/li>\r\n<li>Add more places to opt in for the newsletter throughout the website. Try to have a sign up opportunity in your blog\/news section or website footer<\/li>\r\n<li>Add a pop-up when the visitor tries to leave the page to request their email<\/li>\r\n<li>Test a module allowing people on your website to save their favorite content<\/li>\r\n<li>Offer surveys (and incentives to complete surveys)<\/li>\r\n<li>Develop a strong content strategy to build social media followers and invite followers to subscribe to the newsletter<\/li>\r\n<li>Add a chatbot or livechat function to the website<\/li>\r\n<li>Have a physical location? Add an option to opt-in to the newsletter at point-of-purchase or at in-person sales centers<\/li>\r\n<li>Add a checkbox on all contact forms, even transactional forms, asking if your leads would like to join the newsletter list<\/li>\r\n<li>Ensure that signing up with email on apps and website apps is a seamless, easy experience<\/li>\r\n<\/ol>\r\n<h2>CRM &amp; You: Let&rsquo;s Talk<\/h2>\r\n<p>With more legislations on online privacy (<a href=\"https:\/\/gdpr-info.eu\/\" target=\"_blank\" rel=\"noopener\">GDPR<\/a> and <a href=\"https:\/\/oag.ca.gov\/privacy\/ccpa\" target=\"_blank\" rel=\"noopener\">CCPA<\/a> to start), and the death of the 3<sup>rd<\/sup> party cookie, the best time to start rethinking your first-party data strategy is now. Digital marketing is changing rapidly, and you don&rsquo;t want to lose valuable insights into your customers by missing out on opportunities to request and track their data on your website.<\/p>\r\n<p>Interested in implementing a robust Customer Relationship Management Software (CRM) like HubSpot to gather, track, and analyze your contact database? <a href=\"\/contact\">Let&rsquo;s talk.<\/a><\/p>","date_modified":"2021-08-09 10:29:43","createdby":"41","modifiedby":"41","newsdate":"2021-08-09 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/blue-sky-marketing-what-is-first-party-data.jpg","headingphoto":null,"meta_title":"First-Party Data - What is it and Why Do You Absolutely Need It? | Blue Sky Marketing","meta_desc":"First-party data is data that you collected yourself from your visitors and followers. By definition, YOU are the \u00e2\u20ac\u0153first party\u00e2\u20ac\u009d because you collected the data firsthand with permission from your audience.","is_hidden":"0","target":"","newslink":"\/blog\/1184\/first-party-data---what-is-it-and-why-do-you-absolutely-need-it","thumbnail_display":"\/uploads\/images\/blog\/blue-sky-marketing-what-is-first-party-data.jpg","taginfo":{"info":[{"newsid":"1184","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1184","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1184","catid":"6","category":"Email Marketing","slug":"email-marketing"},{"newsid":"1184","catid":"37","category":"Hubspot","slug":""}],"categories":["4","6","37"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/email-marketing\">Email Marketing<\/a>, <a href=\"\/blog\/category\/\">Hubspot<\/a>"},"src":"\/uploads\/images\/blog\/blue-sky-marketing-what-is-first-party-data.jpg"},{"id":"1183","title":"Digital Marketers Discuss \u00e2\u20ac\u0153The Social Dilemma\u00e2\u20ac\u009d","dateadded":"2021-07-27 13:06:59","article":"<p><em>On a hot Houston summer afternoon, a group of <a href=\"\/team\">Blue Sky Marketing employees<\/a> gathered for lunch and conversation to discuss the Netflix production &ldquo;The Social Dilemma&rdquo;. <a href=\"\/uploads\/files\/07_29_21_Team_Discussion_Questions_for_The_Social_Dilemma.pdf\" target=\"_blank\" rel=\"noopener\">Download our document of questions to kick-start the topic with your teams. <\/a><\/em><\/p>\r\n<p style=\"text-align: center;\"><strong>&ldquo;The way to think about it is it&rsquo;s 2.7 billion &lsquo;Truman Shows.&rsquo; Each person has their own reality, with their own facts.&rdquo;<\/strong><br \/><strong>- Roger McNamee, early Facebook investor<\/strong><\/p>\r\n<h2>What is &ldquo;The Social Dilemma&rdquo;?<\/h2>\r\n<p><a href=\"https:\/\/www.netflix.com\/title\/81254224\" target=\"_blank\" rel=\"noopener\">Netflix summarizes this 2020<\/a> production: <em>This documentary-drama hybrid explores the dangerous human impact of social networking, with tech experts sounding the alarm on their own creations.<\/em><\/p>\r\n<p align=\"center\"><iframe src=\"https:\/\/www.youtube.com\/embed\/uaaC57tcci0\" title=\"YouTube video player\" frameborder=\"0\" width=\"560\" height=\"315\"><\/iframe><\/p>\r\n<p>The film interviews former heads of Silicon Valley (think Facebook, Twitter, Pinterest, Google), and many more insiders for a candid and brutally honest look at the impact social media is having on society. The film&rsquo;s central argument is that social media, and the ad engines that power it, are reprogramming the way humans think and act in the real world.<\/p>\r\n<p><a href=\"https:\/\/www.sundance.org\/projects\/the-social-dilemma\" target=\"_blank\" rel=\"noopener\">Sundance<\/a> summarizes it, &ldquo;Powerful, hidden artificial intelligence tasked with hijacking our attention is tearing apart social norms, jeopardizing truth and democracy, and putting civilization on a programmed path toward self-destruction.&rdquo;<\/p>\r\n<p>What does this film mean to us who work in marketing? As digital marketing professionals, are we part of the problem? Are social ads and the algorithms that control ad targeting an evil, uncontrollable monster? Or can they be used to deliver valuable content to an audience that needs solutions for their pain points?<\/p>\r\n<p>Here are the summary highlights of our round table discussion, as well as some solutions we&rsquo;d like to implement in a desire to launch transparent, ethical, and valuable digital marketing campaigns.<\/p>\r\n<p style=\"text-align: center;\"><strong>\"How do you wake up from the Matrix when you don't know you're in the Matrix?\"<\/strong><br \/><strong>- Tristan Harris - Google, Former Design Ethicist<\/strong><\/p>\r\n<h2><strong>What are Actionable Takeaways for Marketers for &ldquo;The Social Dilemma&rdquo;?<\/strong><\/h2>\r\n<p>It is the responsibility of digital marketers to uphold ethical standards since the technology itself doesn&rsquo;t necessarily have &ldquo;morality&rdquo; built in. Algorithms are programmed to recognize patterns, and the role of the digital marketer is to use that technology to serve relevant, helpful content to the people who would benefit from it the most.<\/p>\r\n<ol>\r\n<li>Use more transparent, authentic language in our ad copy that concisely (and honestly) showcases the product to person viewing the ad.<\/li>\r\n<li>Always strive to provide value to your prospects &ndash; content should be helpful during the buyer&rsquo;s decision-making journey.<\/li>\r\n<li>Marketers should feel empowered to say when they don&rsquo;t feel data use is ethical when it comes to targeting and use of data.<\/li>\r\n<\/ol>\r\n<p>We believe that with a strong offline identity, individuals can be much more resistant to algorithm-driven attempts to behavioral control. For marketers, this means aligning our messaging and targeting to our customers&rsquo; core beliefs, addressing their pain points, and being an ally as they make decisions online.<\/p>\r\n<p class=\"button\"><a href=\"\/marketing_strategy\">Let's Talk Digital Strategy<\/a><\/p>\r\n<hr \/>\r\n<p><strong><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/marketers-discuss-the-social-dilemma-1200x600.jpg\" width=\"650\" height=\"325\" \/><\/strong><\/p>\r\n<p class=\"button\"><a href=\"\/uploads\/files\/07_29_21_Team_Discussion_Questions_for_The_Social_Dilemma.pdf\" target=\"_blank\" rel=\"noopener\">DOWNLOAD: QUESTIONS FOR GROUP DISCUSSON<\/a><\/p>\r\n<h2><strong>The Social Dilemma: Questions to Discuss with a Team<\/strong><\/h2>\r\n<p><span class=\"highlight\">Do you think you could stay off your phone for 24 hours? What notification would compel you to get back on your phone?<\/span><\/p>\r\n<p>In the film, the fictional American family bringing the social dilemma to life was forced to lock their phones away for a week. They struggled, and the avatars representing Facebook\/Instagram&rsquo;s notification system tried testing multiple notifications to bring their users back.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>CAROLYN:<\/strong> The banking app telling me, &ldquo;Your account is overdrawn.&rdquo; All of my bills are paperless, and I rely on email to stay notified. My phone is an admin center. Even though I have a perfectly good computer to check email and do bills, the phone is right there and so easy.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>KATE:<\/strong> A text regarding my kid. I can stay off my phone if everyone that could need to contact me urgently is within the room with me.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>SOMER:<\/strong> A text would also make me get back on my phone.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>CARRIE:<\/strong> It&rsquo;s easier to stay off my phone when I travel. I already have an excuse to be unreachable &ndash; so I end up just using my phone as a camera.<\/p>\r\n<p><span class=\"highlight\"><strong>What can you do to help prevent an addiction to social media?<\/strong><\/span><\/p>\r\n<p>Social media and other apps implement gamification techniques to trigger reward centers in your brain. The designs for this are discussed at length in the film &ndash; app developers compete to capture and hold your attention. Everything from swiping to press a &ldquo;Like&rdquo; button is optimized to keep you scrolling within the app.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>MEGAN:<\/strong> In the film, they said that the only two industries that call their customers &ldquo;users&rdquo; are drugs and social media. This feels very telling.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>KATE:<\/strong> I have social media icons grouped in a screen that I have to deliberately swipe to get to.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>CARRIE:<\/strong> I think social media detoxes are important as it gives us a few days to live in the moment and remind ourselves life doesn&rsquo;t happen behind a screen.<\/p>\r\n<p><span class=\"highlight\">If you could only keep one social media app, which app would it be and why?<\/span><\/p>\r\n<p>Our 50\/50 split included Facebook and Instagram. We understand if we had asked the same question to a group of high schooler or college students, that the mix would have skewed Instagram and Tik Tok.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>TIFFANY:<\/strong> I use Facebook to keep in touch with people, friends, and family. There are a lot of people that I don't see or talk to very often. Without Facebook I couldn't reach out to those I don't have a phone number or an email address for!<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>CAROLYN:<\/strong> I&rsquo;ve had my Facebook since it first launched when I was in college. I&rsquo;ve trained it well, and I routinely unfollow or block pages I find myself spending too much time on. But it&rsquo;s how I stay on top new releases for shows and games, how I watch cat videos, and the ads I get served are great. I feel like I&rsquo;ve trained my Facebook to be valuable.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>CARRIE:<\/strong> I use social media (IG particularly) to find new products, scope out new restaurants, or plan itineraries for upcoming trips. It&rsquo;s nice to see &ldquo;real&rdquo; photos from visitors or locals.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>SOMER:<\/strong> Instagram is the only platform I post on now. I also use it almost exclusively over Facebook for posting pictures and stories. It&rsquo;s more of my closer friends there and less of my high school teachers, high school classmates, and friend&rsquo;s parents.<\/p>\r\n<p><strong><span class=\"highlight\">After watching the film, do you plan to change any of your privacy settings on social media? Which ones, and why or why not?<\/span><\/strong><\/p>\r\n<p style=\"padding-left: 30px;\"><strong>MEGAN:<\/strong> I went ahead and opted in on iOS 14. I don&rsquo;t want ads served to me with no context. I still want ads to be relevant to me.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>TIFFANY:<\/strong> I opted out of everything. Some apps haven&rsquo;t noticed, but some are aggressive when they&rsquo;re trying to get me to opt back in.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>SOMER:<\/strong> After watching the film, I went into my settings to change all of my privacy settings which luckily, I already had things pretty well set.&nbsp;<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>CARRIE:<\/strong> My privacy settings are pretty high right now, and I have no issue blocking or removing toxic accounts and\/or friends.<\/p>\r\n<p><span class=\"highlight\"><strong>Have you ever seen an ad for something you had only talked or thought about? How did it make you feel?<\/strong><\/span><\/p>\r\n<p style=\"padding-left: 30px;\"><strong>MEGAN:<\/strong> I was at the gym, talking about how much I liked these gym pants with pockets, and then I was served an ad for gym pants WITH POCKETS. I bought them, and they&rsquo;re great, but it was definitely an eerie experience.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>SOMER:<\/strong> I actually do not have this happen to me. When it happens to my friends after a conversation it feels very creepy. I have never allowed the &ldquo;Hey Siri&rdquo; listening capability, so I think that may be why.<\/p>\r\n<p><span class=\"highlight\">How we can we be mindful of the ethics behind digital marketing?<\/span><\/p>\r\n<p style=\"padding-left: 30px;\"><strong>MEGAN:<\/strong> It comes down to value and being useful to the audience. We want our ads to speak to the right audience to address a pain point, not just sell them something.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>CAROLYN:<\/strong> I have been actively trying to avoid using adjectives in my ad copy lately. Linguistics is important. Since the film, I&rsquo;ve been trying to make sure I balance objective statements with the right amount of aspirational fluff.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>CARRIE:<\/strong> I think that any one of us at Blue Sky has the ethics to put our foot down and say &ldquo;this isn&rsquo;t right&rdquo; when it comes to social media ads and digital marketing, and that&rsquo;s supported within our company culture.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>SOMER:<\/strong> I agree with the team that BSM has a very ethical company culture. We are also consumers or &ldquo;users&rdquo; of social media, and we often put ourselves in the scenario and ask how we would feel if we were on the receiving end of the ads we put out.<\/p>\r\n<p><span class=\"highlight\"><strong>What is one part of the film that really resonates with you?<\/strong><\/span><\/p>\r\n<p style=\"padding-left: 30px;\"><strong>CARRIE:<\/strong> Seeing the young teen&rsquo;s inability to shut it [social media] off or do without it. I have seen this with young members of our family, and it&rsquo;s sad to see their inability to connect with in-person family members due to their phones and fear of missing a moment with their friends.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>CAROLYN:<\/strong> I try my best to do as the film recommended and follow pages that I don&rsquo;t necessarily agree with so I don&rsquo;t live in a bubble. You need to have a full view of the world and everyone around it and not siphon yourself off with only people you agree with.<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>MEGAN:<\/strong> Individuals have personal agency even in the face of overwhelmingly sophisticated technology designed to modify our behavior. I encourage the people in my life to take steps to decide on their own identity - what are their core values, what do they most want out of life and to contribute in their life, what kind of memories do they want to create. If you have a strong identity that you embrace and nurture, you'll be much more resistant to algorithm-driven behavioral control.<\/p>\r\n<h2>Your Thoughts on &ldquo;The Social Dilemma&rdquo;?<\/h2>\r\n<p>Is your business interested in digital advertising and paid social? What are your thoughts on the film? <a href=\"https:\/\/www.linkedin.com\/company\/blue-sky-marketing-strategy\/\" target=\"_blank\" rel=\"noopener\">Let&rsquo;s connect and discuss on LinkedIn.<\/a><\/p>","date_modified":"2021-07-29 10:20:45","createdby":"41","modifiedby":"41","newsdate":"2021-07-27 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/marketers-discuss-the-social-dilemma-1200x600.jpg","headingphoto":null,"meta_title":"Digital Marketers Discuss \u00e2\u20ac\u0153The Social Dilemma\u00e2\u20ac\u009d | Blue Sky Marketing","meta_desc":"A group of digital marketers gathered for lunch and conversation to discuss the Netflix production \u00e2\u20ac\u0153The Social Dilemma\u00e2\u20ac\u009d. Download our document of questions to kick-start the topic with your teams.","is_hidden":"0","target":"","newslink":"\/blog\/1183\/digital-marketers-discuss-the-social-dilemma","thumbnail_display":"\/uploads\/images\/blog\/marketers-discuss-the-social-dilemma-1200x600.jpg","taginfo":{"info":[{"newsid":"1183","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1183","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1183","catid":"31","category":"Social Media Marketing","slug":""},{"newsid":"1183","catid":"42","category":"Social Ads","slug":""}],"categories":["3","31","42"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/\">Social Media Marketing<\/a>, <a href=\"\/blog\/category\/\">Social Ads<\/a>"},"src":"\/uploads\/images\/blog\/marketers-discuss-the-social-dilemma-1200x600.jpg"},{"id":"1182","title":"Blue Sky Markets FIVE of the Country\u00e2\u20ac\u2122s Top 50 Master-Planned Communities 2021","dateadded":"2021-07-20 09:48:38","article":"<p>The 2021 RCLCO mid-year report is out, and we love seeing our real estate clients succeed at the national level. Blue Sky Marketing proudly markets FIVE of the country's top MPCs in <a href=\"https:\/\/www.rclco.com\/publication\/the-top-selling-master-planned-communities-of-mid-year-2021\/\" target=\"_blank\" rel=\"noopener\">RCLCO&rsquo;s Top-Selling Master-Planned Communities of Mid-Year 2021 Report.<\/a><\/p>\r\n<h6>Congratulations!<\/h6>\r\n<p><a href=\"https:\/\/www.siennatx.com\/\" target=\"_blank\" rel=\"noopener\">Sienna<\/a> in Missouri City, TX #25<\/p>\r\n<p><a href=\"https:\/\/lagomarintexascity.com\/\" target=\"_blank\" rel=\"noopener\">Lago Mar<\/a> in Texas City, TX #35<\/p>\r\n<p><a href=\"https:\/\/www.crosscreektexas.com\/\" target=\"_blank\" rel=\"noopener\">Cross Creek Ranch<\/a> in Fulshear, TX #41<\/p>\r\n<p><a href=\"https:\/\/www.viridiandfw.com\/\" target=\"_blank\" rel=\"noopener\">Viridian<\/a> in Arlington, TX #47<\/p>\r\n<p><a href=\"https:\/\/www.woodforesttx.com\/\" target=\"_blank\" rel=\"noopener\">Woodforest<\/a> in Montgomery, TX #48<\/p>\r\n<p>RCLCO&rsquo;s report defines what makes a top-selling Master-Planned community:<\/p>\r\n<p><em>&ldquo;To be included in our ranking, MPCs must have a number of features. True MPCs are developed from a comprehensive plan by a master developer, and incorporate a variety of housing types, sizes, and prices, with shared common space, amenities, and a vital public realm. The best examples of MPCs are developed with a strong vision and comprehensive plan that guide development and unify the community through distinctive signage, wayfinding, entry features, landscaping, and architectural\/design standards.&rdquo; <\/em><\/p>\r\n<h2>What Does Blue Sky Marketing Do for Master-Planned Communities?<\/h2>\r\n<p>The Blue Sky Marketing team provides a wide range of marketing solutions for our developer and home builder clients including:<\/p>\r\n<ul>\r\n<li>Online and Offline Marketing Strategy<\/li>\r\n<li>Website Development and Maintenance<\/li>\r\n<li>Analytics and Reporting Databases<\/li>\r\n<li>Google Ads Strategy and Management<\/li>\r\n<li>Facebook Ad Strategy and Management<\/li>\r\n<li>Paid Social Strategy<\/li>\r\n<li>Market Research<\/li>\r\n<li>Content Marketing Services<\/li>\r\n<li>Social Media Reputation Management<\/li>\r\n<li>Search Engine Optimization (SEO)<\/li>\r\n<li>CRM System Set-up and Management<\/li>\r\n<li>Digital Campaign Management<\/li>\r\n<\/ul>\r\n<p>Every client has different needs, and our experienced team is adept at reviewing data critically to identify opportunities to do what builders and developers do best: sell new homes.<\/p>\r\n<table style=\"width: 65%; margin-left: auto; margin-right: auto;\" cellpadding=\"5\">\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 50%; text-align: center; vertical-align: top;\"><a href=\"\/blog\/1180\/8-tips-for-marketing-new-homes-and-what-to-do-when-you-have-none\"><img src=\"\/uploads\/images\/blog\/blog-article-header-marketing-homes-with-low-inventory.jpg\" alt=\"Tips for Marketing New Homes\" width=\"200\" height=\"161\" \/><\/a><\/td>\r\n<td style=\"width: 50%; text-align: left; vertical-align: top;\">\r\n<p><span class=\"highlight\">Related Reading: 8 Tips for Marketing New Homes (And What to Do When You Have None) <\/span><\/p>\r\n<p class=\"button\" style=\"text-align: center;\"><a href=\"\/blog\/1180\/8-tips-for-marketing-new-homes-and-what-to-do-when-you-have-none\">Read On&nbsp;&raquo;<\/a><\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>&nbsp;<\/p>\r\n<h2>Digital Marketing for Builders and Developers<\/h2>\r\n<p>Are you a builder or developer? Blue Sky Marketing's real estate expertise does not stop at community marketing. We'd love to discuss how we can help your team generate more leads and close more sales in 2021 as the market changes.<\/p>\r\n<p class=\"button\"><a href=\"\/contact\">Let&rsquo;s talk<\/a><\/p>","date_modified":"2021-07-20 09:50:36","createdby":"41","modifiedby":"41","newsdate":"2021-07-21 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/RCLCO_top_selling_communities.jpg","headingphoto":null,"meta_title":"Blue Sky Markets FIVE of the Country\u00e2\u20ac\u2122s Top 50 Master-Planned Communities 2021","meta_desc":"Blue Sky Marketing proudly markets FIVE of the country's top MPCs in RCLCO\u00e2\u20ac\u2122s Top-Selling Master-Planned Communities of Mid-Year 2021 Report. Learn more.","is_hidden":"0","target":"","newslink":"\/blog\/1182\/blue-sky-markets-five-of-the-countrys-top-50-master-planned-communities-2021","thumbnail_display":"\/uploads\/images\/blog\/RCLCO_top_selling_communities.jpg","taginfo":{"info":[{"newsid":"1182","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1182","catid":"43","category":"Awards","slug":""}],"categories":["43"],"categorylinks":"<a href=\"\/blog\/category\/\">Awards<\/a>"},"src":"\/uploads\/images\/blog\/RCLCO_top_selling_communities.jpg"},{"id":"1181","title":"Important Changes You Need to Know About Search Marketing in 2021","dateadded":"2021-07-19 11:59:36","article":"<p>The average person conducts between three and four online searches every day, and it&rsquo;s estimated that Google processes about 5.6 BILLION searchers per day (<a href=\"https:\/\/blog.hubspot.com\/marketing\/google-search-statistics\" target=\"_blank\" rel=\"noopener\">HubSpot<\/a>, 2021). With Google controlling <a href=\"https:\/\/blog.hubspot.com\/marketing\/google-search-statistics\" target=\"_blank\" rel=\"noopener\">95% of U.S. search engine market share<\/a>, any updates Google makes can kick off major changes in search engine marketing.<\/p>\r\n<p>Along with being prepared for <a href=\"\/blog\/1179\/cookie-geddon-the-death-of-the-third-party-cookie\" target=\"_blank\" rel=\"noopener\">a future without cookies<\/a>, here are several other key changes that will impact your Search marketing for the rest of the year and onward.<\/p>\r\n<h2>Search Engine Marketing Changes in 2021<\/h2>\r\n<ol>\r\n<li><a href=\"#first-party-data\">First Party Data is Now Your #1 Goal<\/a><\/li>\r\n<li><a href=\"#google-ads-changes\">Google Ads Changes<\/a><\/li>\r\n<li><a href=\"#privacy\">Privacy, Consent, and Preference Management<\/a><\/li>\r\n<li><a href=\"#google-page-experience\">Google Page Experience Update<\/a><\/li>\r\n<li><a href=\"#local-search-marketing\">Going Local with Search Engine Marketing<\/a><\/li>\r\n<\/ol>\r\n<h2><a id=\"first-party-data\"><\/a>#1. First Party Data is Now Your #1 Goal<\/h2>\r\n<p>First-party data is data that your website collects directly from your website visitors. This includes data from:<\/p>\r\n<ul>\r\n<li>Newsletter sign ups and other subscriptions<\/li>\r\n<li>Contact form completions<\/li>\r\n<li>Website or app behaviors from your website<\/li>\r\n<li>Survey data<\/li>\r\n<li>Customer feedback<\/li>\r\n<\/ul>\r\n<p>Collecting first party data right now, before third-party cookies are removed, will be a critical step in driving more thoughtful remarketing. Marketers need to take steps to ensure that you can continue to reach customers who want to hear from your brand.<\/p>\r\n<p><a href=\"https:\/\/www2.deloitte.com\/content\/dam\/insights\/us\/articles\/consumer-data-privacy-strategies\/DUP_970-Building-consumer-trust_MASTER.pdf\" target=\"_blank\" rel=\"noopener\">According to a study by Deloitte,<\/a> 79% of consumers are willing to share their data if there's a clear benefit for them. Therefore, first party data can be helpful for seasonal marketing, email marketing, creating lookalike audiences (Facebook), and consent-based remarketing in ads.<\/p>\r\n<p style=\"text-align: center;\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Sample-of-first-party-data.png\" alt=\"First Party Collection - Blogs and Resources Sample\" width=\"600\" height=\"394\" \/><br \/><em>Sample Content &amp; Form to Incentivize Newsletter Sign Ups<\/em><\/p>\r\n<p>However, it starts with showing your prospects that your website\/company is beneficial to them. At Blue Sky Marketing, we notice significant increases in lead capture even with minor website and email list updates:<\/p>\r\n<ul>\r\n<li>Website-based calls to action (example: &ldquo;Like this article? Sign up for more&rdquo;)<\/li>\r\n<li>Create modules like a &ldquo;Save Your Favorites&rdquo; module to help your visitors revisit their favorite products<\/li>\r\n<li>Add non-intrusive pop-ups in key pages that invite your visitors to sign up for the newsletter<\/li>\r\n<li>Interest-based subscriptions that allow them to control the frequency or content of your emails<\/li>\r\n<\/ul>\r\n<p>A robust CRM will be key in managing your leads&rsquo; preferences and contact information at scale and in real time. A good CRM will allow you to seamlessly gather leads, and a better CRM should be able to integrate with ads platforms to feed qualified customer lists in real time.<\/p>\r\n<table style=\"width: 65%; margin-left: auto; margin-right: auto;\" cellpadding=\"5\">\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 50%; text-align: center; vertical-align: top;\"><a href=\"\/blog\/1179\/cookie-geddon-the-death-of-the-third-party-cookie\"><img src=\"\/uploads\/images\/third-party-cookie-changes.jpg\" alt=\"Third Party Cookie Changes | What To Do\" width=\"200\" height=\"161\" \/><\/a><\/td>\r\n<td style=\"width: 50%; text-align: left; vertical-align: top;\">\r\n<p><span class=\"highlight\">Related Reading: Cookie-Geddon! The Death of the Third-Party Cookie<\/span><\/p>\r\n<p class=\"button\" style=\"text-align: center;\"><a href=\"\/blog\/1179\/cookie-geddon-the-death-of-the-third-party-cookie\">Read On&nbsp;&raquo;<\/a><\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>&nbsp;<\/p>\r\n<h2><a id=\"google-ads-changes\"><\/a>#2. Google Ads Changes<\/h2>\r\n<p>In May this year, Google announced several changes to ads and organic search during their <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10727844\" target=\"_blank\" rel=\"noopener\">Google Marketing Livestream 2021<\/a>. A few feature highlights include:<\/p>\r\n<ol>\r\n<li><strong>Image Extensions:<\/strong> Google Ads now supports image extensions to make Search ads more visually engaging. Our Google Ads team has already found these extensions to be valuable additions to our client&rsquo;s Google Search ads. We&rsquo;ve found that square images (likely due to them displaying exclusively on mobile search) are delivering great impressions, CTR, and conversions.<\/li>\r\n<li><strong>Customer Match Updates: <\/strong><a href=\"https:\/\/support.google.com\/adspolicy\/answer\/6299717\" target=\"_blank\" rel=\"noopener\">Customer match<\/a> should now be available for all Google Ads advertisers. Although the requirements to qualify for customer match include at least 90 days history in Google Ads and more than $50,000 USD in total lifetime spend, we&rsquo;re happy to see that more advertisers can create more robust remarketing and &ldquo;Similar To&rdquo; campaigns with customer match.<\/li>\r\n<li><strong>Attribution Reporting in Paid Search:<\/strong> Google announced the launch of more robust reporting. Data-driven attribution will now include touchpoints from not just Search and Shopping but from Display and YouTube ads, giving marketers a multi-focal view of the customer journey.<\/li>\r\n<li><strong>Local Ad Formats: <\/strong><a href=\"https:\/\/support.google.com\/google-ads\/answer\/10724985\">Local campaigns<\/a> allow for physical business locations to use new ad formats to highlight what makes them special with callouts like &ldquo;Pickup today&rdquo; or navigational ads that add your location to Google maps.<\/li>\r\n<\/ol>\r\n<h2><a id=\"privacy\"><\/a>#3. Privacy, Consent, and Preference Management<\/h2>\r\n<p>Right now, there are two major consent and privacy regulations many companies (including Blue Sky Marketing) have already pivoted to comply with:<\/p>\r\n<ul>\r\n<li><a href=\"https:\/\/gdpr.eu\/\" target=\"_blank\" rel=\"noopener\">General Data Protection Regulation<\/a> (GDPR): The EU&rsquo;s data protection law, enacted in 2018. GDPR requires that organizations anywhere in the world be compliant if they target or collect data related to people in the EU. A key part of GDPR compliance includes requiring organizations to notify web visitors of tracking activity, plus ask all leads to actively opt-in to be part of your newsletter and remarketing lists.<\/li>\r\n<li><a href=\"https:\/\/oag.ca.gov\/privacy\/ccpa\" target=\"_blank\" rel=\"noopener\">California Consumer Privacy Act<\/a> (CCPA): California residents are protected by the CCPA, an act that requires websites to use a cookie banner to notify visitors about tracking cookies, as well as the right to delete personal information and opt-out. Businesses who have a gross annual revenue of $25 million, collects personal information of 50,000 or more consumers, or earns more than half of annual revenue from selling customer information must be CCPA compliant.<\/li>\r\n<\/ul>\r\n<p><strong>Experts anticipate more opt-out and opt-in consent regulations are coming.<\/strong> A scalable way to manage the technical framework of consent is to partner with a Consent Management Platform (CMP) or Customer Data Platform (CDP). Consent solutions can manage all technical aspects from showing a cookie banner to your visitors to handling their information whether they opt-in or opt out.<\/p>\r\n<p>We believe that partnering with a CMP or CDP will provide more value in the long run than managing consent and tracking internally unless you have a robust IT team. CMPs are relatively cost-effective ways to stay compliant if you handle digital marketing in the EU or California.<\/p>\r\n<h2><a id=\"google-page-experience\"><\/a>#4. Google Page Experience Update<\/h2>\r\n<p>User Experience is now part of the Google ranking algorithm. According to <a href=\"https:\/\/searchengineland.com\/the-google-page-experience-update-user-experience-to-become-a-google-ranking-factor-335252\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>, &ldquo;That means if Google thinks your website users will have a poor experience on your pages &mdash; measured by a new set of metrics called Core Web Vitals &mdash; Google may not rank those pages as highly as they are now.&rdquo;<\/p>\r\n<p>This means that what your users experience when they visit your website will play an active part in your search engine optimization. Google&rsquo;s metrics for page experience measures:&nbsp;<\/p>\r\n<ul>\r\n<li>Does the page load quickly?<\/li>\r\n<li>Is the page mobile-friendly?<\/li>\r\n<li>Is the page secure and running on HTTPS?<\/li>\r\n<li>Are there intrusive ads?<\/li>\r\n<li>How does the content flow?<\/li>\r\n<li>Do all links and images work?<\/li>\r\n<\/ul>\r\n<p>These aspects of human-to-human marketing take into consideration the journey that your customers take on your website. Are you making it easy for them to find valuable information? Does the design reduce frustration and friction? Is your content aligned with your audience? Not only are these important marketing questions, but they&rsquo;re also important action items that your website needs to improve its overall Google ranking.<\/p>\r\n<h2><a id=\"local-search-marketing\"><\/a>#5. Going Local with Search Engine Marketing<\/h2>\r\n<p>Google Ads has more tools than ever to deliver a personalized search experience to users. Messages that aren&rsquo;t relevant are considered annoying, so ad copy absolutely cannot be treated like a blanket to cover different audience bases.<\/p>\r\n<p><a href=\"https:\/\/www.google.com\/business\/business-profile\/\" target=\"_blank\" rel=\"noopener\">Google My Business profiles<\/a> show valuable information about your business at position 0 in Search, and during the pandemic, Google launched updates to GMB to highlight information like health and safety attributes and whether in-store pickup is available.<\/p>\r\n<p style=\"text-align: center;\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Google_SERP_Screenshot.png\" alt=\"Sample SERP results with Advanced GMB Attributes\" width=\"350\" height=\"410\" \/><em>Sample SERP results with Advanced GMB Attributes<\/em><\/p>\r\n<p>These additional attributes provide useful information that help people make decisions at the SERP level, so businesses can&rsquo;t afford to lose that visibility. These attributes also show on Google maps where 82% smartphone users searching for businesses near with 90% clicking on the first set of results they see (<a href=\"https:\/\/searchengineland.com\/survey-82-percent-of-smartphone-shoppers-conduct-near-me-searches-304512\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>).<\/p>\r\n<h2>Search Marketing in 2022?<\/h2>\r\n<p>Search marketing is about connecting visitors with information they are looking for, and it will continue to evolve as regulations and customer expectations change.<\/p>\r\n<p>Interested in being more strategic with your Search Engine Marketing strategy? Blue Sky Marketing has 10+ years of staying ahead of the curve and implementing proactive strategies in SEO and Google Ads. <a href=\"\/contact\" target=\"_blank\" rel=\"noopener\">Let&rsquo;s talk.<\/a><\/p>","date_modified":"2021-07-19 12:10:29","createdby":"41","modifiedby":"41","newsdate":"2021-07-19 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/important-changes-you-need-to-know-about-search-marketing-in-2021.jpg","headingphoto":null,"meta_title":"Important Changes You Need to Know About Search Marketing in 2021","meta_desc":"With Google controlling 95% of U.S. search engine market share, any updates Google makes can kick off major changes. Here are key changes that will impact your Search marketing in 2021.","is_hidden":"0","target":"","newslink":"\/blog\/1181\/important-changes-you-need-to-know-about-search-marketing-in-2021","thumbnail_display":"\/uploads\/images\/blog\/important-changes-you-need-to-know-about-search-marketing-in-2021.jpg","taginfo":{"info":[{"newsid":"1181","tagid":"156","tag":"search engine marketing","slug":"search-engine-marketing"}],"tags":["156"],"taglinks":"<a href=\"\/blog\/tag\/search-engine-marketing\">search engine marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"1181","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1181","catid":"27","category":"Google","slug":""},{"newsid":"1181","catid":"29","category":"SEO","slug":""},{"newsid":"1181","catid":"34","category":"Google Ads","slug":""}],"categories":["4","27","29","34"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/\">Google<\/a>, <a href=\"\/blog\/category\/\">SEO<\/a>, <a href=\"\/blog\/category\/\">Google Ads<\/a>"},"src":"\/uploads\/images\/blog\/important-changes-you-need-to-know-about-search-marketing-in-2021.jpg"},{"id":"1180","title":"8 Tips for Marketing New Homes (And What to Do When You Have None)","dateadded":"2021-06-21 16:32:06","article":"<p>Volatile pricing. Halting home sale contracts. Low inventory. Supply shortages. And in April 2021, CNBC published an article with bad news, &ldquo;<a href=\"https:\/\/www.cnbc.com\/2021\/04\/30\/soaring-lumber-prices-add-36000-to-the-cost-of-a-new-home.html\" target=\"_blank\" rel=\"noopener\">The surge in lumber prices in the past year has added $35,872 to the price of an average new single-family home<\/a>.&rdquo; Ouch. In short, new home marketing is facing some challenges this year.<\/p>\r\n<h2>Challenges Facing Builders<\/h2>\r\n<p>As of June 2021, there is staggering demand in Texas&rsquo;s red-hot housing market, and there&rsquo;s a large swell in demand for <strong><em>new <\/em><\/strong>construction homes.<\/p>\r\n<p><a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2021-05-20\/buying-a-house-gets-tougher-as-builders-limit-their-orders\" target=\"_blank\" rel=\"noopener\">According to Bloomberg<\/a>, &ldquo;Demand is so fevered -- and construction costs are climbing so quickly -- that overwhelmed builders are suppressing orders and shifting away from fixed prices.&rdquo;<\/p>\r\n<p>A series of forces are colliding at the same time: supply shortages (<a href=\"https:\/\/www.visualcapitalist.com\/visualizing-explosion-lumber-prices-50k\/\" target=\"_blank\" rel=\"noopener\">namely lumber<\/a>), worker shortages from the pandemic, and the after-effects of February 2021&rsquo;s deep freeze in Texas. As a result, home prices continue to rise and demand isn&rsquo;t being met.<\/p>\r\n<p>Home builders and developers are faced with questions:<\/p>\r\n<ul>\r\n<li>How do you stay agile and accessible when the price for a new home increases weekly?<\/li>\r\n<li>How do you maintain leads in your sales pipeline if you can&rsquo;t sign contracts?<\/li>\r\n<li>Or how do you market homes&hellip; when you have no homes?<\/li>\r\n<\/ul>\r\n<p style=\"text-align: center;\"><span class=\"highlight\">Here&rsquo;s what we&rsquo;ve been testing and what&rsquo;s been working.<\/span><\/p>\r\n<h2>Tips for Marketing New Construction Homes<\/h2>\r\n<ol>\r\n<li><a href=\"#floorplan-module\">Show Off Those Floor Plans<\/a><\/li>\r\n<li><a href=\"#sell-romance-of-buying-a-home\">Sell the Romance of Building a Home<\/a><\/li>\r\n<li><a href=\"#community-marketing\">Highlight the Community<\/a><\/li>\r\n<li><a href=\"#meaningful-cta\">Use Meaningful Call-to-Action Buttons<\/a><\/li>\r\n<li><a href=\"#email-and-lead-generation\">Get Their Email<\/a><\/li>\r\n<li><a href=\"#customer-service\">Create a Seamless Customer Service Experience<\/a><\/li>\r\n<li><a href=\"#google-ad-spend\">Slow Your Google Ad Spends During Months of Low Inventory<\/a><\/li>\r\n<li><a href=\"#educational-content\">Offer Educational Content<\/a><\/li>\r\n<\/ol>\r\n<h3>#1. Show off Those Floor Plans<a id=\"floorplan-module\"><\/a><\/h3>\r\n<p class=\"photoCaption\" style=\"text-align: center;\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/New_Home_Website_Floor_Plan_Module_by_Blue_Sky_Marketing_v2.jpg\" alt=\"New Home Website Floor Plan Module | Programming and Design by Blue Sky Marketing\" width=\"650\" height=\"458\" \/><em><br \/>Floor plan module on Master-Planned Community website<\/em><\/p>\r\n<p>When the &ldquo;available homes&rdquo; section of the website starts looking sparse, it&rsquo;s time to find different content to keep your website visitors interested. For many of our clients, we&rsquo;ve added a Floor Plan module that allows you to search for builder floor plans by bedrooms, bathrooms, and other features.<\/p>\r\n<p>The floor plan module lets your visitors peruse and dream about the home they want with a slightly different and more aspirational context.<\/p>\r\n<h3>#2. Sell the Romance of Building a Home<a id=\"sell-romance-of-buying-a-home\"><\/a><\/h3>\r\n<p style=\"text-align: center;\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Floor_Plan_Romance.png\" alt=\"New Home Floor Plan Marketing | Blue Sky Marketing\" width=\"650\" height=\"392\" \/><\/p>\r\n<p class=\"photoCaption\" style=\"text-align: center;\"><em>Floor plan module on Master-Planned Community website with header<\/em><\/p>\r\n<p>With the internal name &ldquo;Floor Plan Romance,&rdquo; we launched a marketing campaign to drum up the appeal of building a home &ldquo;just the way you like it.&rdquo; In Facebook Ads, the website, and other paid media, we found a way to visually illustrate a floor plan coming to life. We &ldquo;romanced&rdquo; the idea of falling in love with a floor plan and the building process.<\/p>\r\n<p>Adjust your marketing creatives to show off the joys of the design process instead of the quick move-in.<\/p>\r\n<ul>\r\n<li>Add Virtual Tours to your website to allow prospects to see homes with similar floor plans<\/li>\r\n<li>Showcase customers making choices in the design center<\/li>\r\n<li>Testimonial videos from homebuyers talking about the ease of the home design process<\/li>\r\n<li>Adjust your marketing to say things like &ldquo;Floor plans that fit your lifestyle&rdquo; or &ldquo;Spacious floor plans, endless possibilities&rdquo;<\/li>\r\n<li>Implement interactive renderings that allow customers to change counters or flooring<\/li>\r\n<li>Highlight the convenience of a new construction home with long form content<\/li>\r\n<\/ul>\r\n<h3>#3. Highlight the Community<a id=\"community-marketing\"><\/a><\/h3>\r\n<p>The home may not be ready yet but, many times, the community will be. Don&rsquo;t be afraid to adjust advertising to highlight your community amenities, location, and lifestyle heavily during the next few months. You can continue to build a strong pipeline of qualified leads who love your development and will be ready to buy a home when one is available.<\/p>\r\n<p>What makes your development special? The convenient location? Resort-style amenities? Low-cost HOA? Active lifestyle? Miles of trails and parks? Highlight all of the reasons your prospects would want to build a home in YOUR development.<\/p>\r\n<p class=\"photoCaption\" style=\"text-align: center;\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Resort-Style_Amenities.png\" alt=\"Facebook Ad Sample Showcasing Master-Planned Community Amenities\" width=\"504\" height=\"555\" \/><em>Facebook Ad desktop screenshot showcasing Master-Planned Community marketing<\/em><\/p>\r\n<p>According to a recent report by <a href=\"https:\/\/outlook.builderonline.com\/webinars\/housing-insights\" target=\"_blank\" rel=\"noopener\">BuilderOnline<\/a>, some trends\/amenities buyers are favoring include:<\/p>\r\n<ul>\r\n<li>Resort-style living<\/li>\r\n<li>Covered outdoor entertainment<\/li>\r\n<li>Fitness rooms<\/li>\r\n<li>Retail centers<\/li>\r\n<li>Amazon lockboxes\/contact-less delivery<\/li>\r\n<li>Live music and unique engagement opportunities<\/li>\r\n<li>Onsite restaurants with a bar or healthy caf&eacute;s<\/li>\r\n<\/ul>\r\n<h3>#4. Use Meaningful Call-to-Action Buttons<a id=\"meaningful-cta\"><\/a><\/h3>\r\n<p>There was a time when our favorite call-to-action button was:<\/p>\r\n<p class=\"button\" style=\"text-align: center;\">&nbsp;View Available Homes&nbsp;<\/p>\r\n<p>For many of our client websites and digital ads, we&rsquo;ve adjusted the CTA copy to focus more heavily on building a connection with the homebuilder and the community. We&rsquo;ve tested buttons like:&nbsp;<\/p>\r\n<ul>\r\n<li>Contact the Builders<\/li>\r\n<li>Connect with Us<\/li>\r\n<li>Get Directions to the Model Home<\/li>\r\n<li>Call Today<\/li>\r\n<li>Contact Us<\/li>\r\n<li>Start the Conversation<\/li>\r\n<\/ul>\r\n<p>You still need to build your sales pipeline, but the offer will need to adjust. Test various calls to action with the goal of getting your prospect to contact the builder directly and start a conversation.&nbsp;<\/p>\r\n<h3>#5. Get Their Email&nbsp;<a id=\"email-and-lead-generation\"><\/a><\/h3>\r\n<p style=\"text-align: center;\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Newsletter_Squeeze_Page_Opt-in.png\" alt=\"Newsletter Squeeze Page for Lead Generation Designed by Blue Sky Marketing\" width=\"650\" height=\"467\" \/><em><br \/>Screenshot of Newsletter Sign up Page for Lead Generation<\/em><\/p>\r\n<p>The <a href=\"\/blog\/1179\/cookie-geddon-the-death-of-the-third-party-cookie\">death of the 3<\/a><a href=\"\/blog\/1179\/cookie-geddon-the-death-of-the-third-party-cookie\"><sup>rd<\/sup><\/a><a href=\"\/blog\/1179\/cookie-geddon-the-death-of-the-third-party-cookie\"> party cookie<\/a> is already forcing businesses to focus on gathering more 1<sup>st<\/sup> party data, but finding ways to increase your newsletter prospects is beneficial to the homebuyer as well. When you ask your website visitors to join your newsletter list, offer to send them a monthly list of homes available in the community.<\/p>\r\n<p>We&rsquo;ve tested these CTAs on landing pages and ads:<\/p>\r\n<ul>\r\n<li>Join Our Interest List<\/li>\r\n<li>Sign up for Our Monthly Newsletter<\/li>\r\n<li>Be the First to Know When New Homes are Available<\/li>\r\n<li>Sign Up for Builder Incentives &amp; Special Offers<\/li>\r\n<\/ul>\r\n<p>Test landing pages focused on generating leads with the promise of helping these prospects find their new home. You can even offer content, a brochure, or another type of valuable download in exchange for the email.<\/p>\r\n<table style=\"width: 65%; margin-left: auto; margin-right: auto;\" cellpadding=\"5\">\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 50%; text-align: center; vertical-align: top;\"><a href=\"\/blog\/1179\/cookie-geddon-the-death-of-the-third-party-cookie\"><img src=\"\/uploads\/images\/third-party-cookie-changes.jpg\" alt=\"Third Party Cookie Changes | What To Do\" width=\"200\" height=\"161\" \/><\/a><\/td>\r\n<td style=\"width: 50%; text-align: left; vertical-align: top;\">\r\n<p><span class=\"highlight\">Related Reading: Cookie-Geddon! The Death of the Third-Party Cookie<\/span><\/p>\r\n<p class=\"button\" style=\"text-align: center;\"><a href=\"\/blog\/1179\/cookie-geddon-the-death-of-the-third-party-cookie\">Read On&nbsp;&raquo;<\/a><\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h3>&nbsp;<\/h3>\r\n<h3>#6. Create a Seamless Customer Service Experience&nbsp;<a id=\"customer-service\"><\/a><\/h3>\r\n<p>One of your greatest business assets is customer service. <a href=\"https:\/\/blog.hubspot.com\/service\/importance-customer-service\" target=\"_blank\" rel=\"noopener\">According to HubSpot<\/a>, 73% of customers say they stay loyal to a brand because of friendly customer service reps, and 77% customers are likely to share a positive brand experience with others.<\/p>\r\n<p>As a result of the pandemic, many homebuilders and developers have instituted some form of online interaction. Whether you invest in an online chat tool, online pre-qualification tools, highly-visible in-line forms, or virtual tours for site-unseen new homes, the homebuying experience needs to be a seamless, personalized, and customer-service focused experience.<\/p>\r\n<p class=\"photoCaption\" style=\"text-align: center;\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/In-Line_Form.png\" alt=\"Newsletter Capture Form on Website Designed by Blue Sky Marketing\" width=\"650\" height=\"425\" \/><em><br \/>Screenshot of website with in-line form for interested prospects<\/em><\/p>\r\n<h3>#7. Slow Your Google Ad Spends During Months of Low Inventory&nbsp;<a id=\"google-ad-spend\"><\/a><\/h3>\r\n<p>The Google Ads shopper is intent-driven. They are looking for homes they can buy right now. Search queries like, &ldquo;new homes near me&rdquo; or &ldquo;new homes for sale in Houston&rdquo; indicate that these users are looking for a new home quickly.<\/p>\r\n<p>Website visitors from Google Ads convert well for move-in ready homes, so what happens when they can&rsquo;t find inventory on your website?<\/p>\r\n<p>Optimize your ad dollars in Google by slowing your spend on Google Search and focusing instead on higher-funnel goals for brand awareness. We are currently testing reducing spend on Search and only running Display and YouTube ads on a client with no move-in ready homes. The Display campaigns continue to deliver traffic to the website at a more sustainable rate while the YouTube campaigns contribute brand awareness at a low cost.<\/p>\r\n<h3>#8. Offer Educational Content&nbsp;<a id=\"educational-content\"><\/a><\/h3>\r\n<p>Empower your customers while getting them to stay on your website longer. One of our clients launched a series of educational blogs that include topics to help navigate the home building process.<\/p>\r\n<ul>\r\n<li>&ldquo;How to Read a Set of Floor Plans&rdquo;<\/li>\r\n<li>&ldquo;Step by Step Guide to Custom Home Design&rdquo;<\/li>\r\n<li>&ldquo;A Dozen Design Ideas for Your Ceiling&rdquo;<\/li>\r\n<\/ul>\r\n<p>Year to date, these types of education blogs delivered over 15,000 views with 2.8 minutes of view time. Other types of educational content you can try include articles highlighting your community&rsquo;s nearby amenities or whitepapers that talk about the buying process.<\/p>\r\n<h2>Pivot Your Marketing Strategy<\/h2>\r\n<p>Blue Sky Marketing specializes in digital marketing strategy for some of the top-selling new home developments and home builders in Texas and the nation. Our team is experienced in helping clients highlight and sell new construction homes with marketing messages that matter to homebuyers right now.<\/p>\r\n<p>We&rsquo;ve seen success in implementing floor plan modules, updating ad copy messaging, and adjusting content and media buying as trends and needs change. <a href=\"\/contact\">Let&rsquo;s talk about how our team can help you.<\/a><\/p>\r\n<p class=\"button\"><a href=\"\/contact\">Start the Conversation<\/a><\/p>","date_modified":"2021-06-21 16:58:49","createdby":"41","modifiedby":"41","newsdate":"2021-06-21 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/blog-article-header-marketing-homes-with-low-inventory.jpg","headingphoto":null,"meta_title":"8 Tips for Marketing New Homes | Blue Sky Marketing","meta_desc":"New home marketing is facing some challenges this year. Here are tips for marketing new homes and what to do when you have none","is_hidden":"0","target":"","newslink":"\/blog\/1180\/8-tips-for-marketing-new-homes-and-what-to-do-when-you-have-none","thumbnail_display":"\/uploads\/images\/blog\/blog-article-header-marketing-homes-with-low-inventory.jpg","taginfo":{"info":[{"newsid":"1180","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1180","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1180","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["9","12"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/uploads\/images\/blog\/blog-article-header-marketing-homes-with-low-inventory.jpg"},{"id":"1179","title":"Cookie-Geddon! The Death of the Third-Party Cookie","dateadded":"2021-06-08 09:27:53","article":"<p><a id=\"top\"><\/a>A major change is coming to the data landscape and how advertisers will be able to market in the future. In case you&rsquo;ve missed it, third-party cookies started phasing out in 2017 and the last major push will be taking place close to <a href=\"https:\/\/blog.google\/products\/chrome\/updated-timeline-privacy-sandbox-milestones\/\" target=\"_blank\" rel=\"noopener\">late 2023<\/a> when Google Chrome finally phases them out completely (Firefox and Safari have already done so). (<a href=\"https:\/\/blog.google\/products\/chrome\/updated-timeline-privacy-sandbox-milestones\/\" target=\"_blank\" rel=\"noopener\"><em>Updated June 24, 2021.<\/em><\/a>)<\/p>\r\n<h3>.<img src=\"\/uploads\/images\/third-party-cookie-changes.jpg\" alt=\"Third Party Cookie Changes | What To Do\" width=\"400\" height=\"322\" \/><\/h3>\r\n<p>&nbsp;<\/p>\r\n<p>This change has been a long time coming, so advertisers have been gearing up and pivoting to embrace the change and keep their impression loss to a minimum. Supplemental marketing strategies will have to sharpen and first-party cookies will have a critical rise in everyday use.<\/p>\r\n<ul>\r\n<li><a href=\"#what-are-cookies\">What are Cookies?<\/a><\/li>\r\n<li><a href=\"#why-are-third-party-cookies-going-away\">Why are Third-Party Cookies Going Away?<\/a><\/li>\r\n<li><a href=\"#how-will-this-affect-advertising\">How Will This Affect Advertising?<\/a><\/li>\r\n<li><a href=\"#what-will-replace-the-3rd-party-cookie\">What Will Replace the 3rd Party Cookie?<\/a><\/li>\r\n<li><a href=\"#what-are-next-steps\">What are the Next Steps?<\/a><\/li>\r\n<\/ul>\r\n<h2><a id=\"what-are-cookies\"><\/a>What are Cookies?<\/h2>\r\n<h3>First-Party Cookies<\/h3>\r\n<p>First-party cookies are small pieces of data that are stored by the website that a user is visiting <strong><em>directly<\/em><\/strong>. While the user is on the website, it will collect analytics data to allow for a better user experience. These cookies can include direct contact information gathered from subscriptions and opt-in services.<\/p>\r\n<p style=\"text-align: center;\"><img src=\"\/uploads\/images\/blog\/farmers-dave.jpg\" alt=\"Farmer Dave's | Sample of First Party Cookie Opt In\" width=\"600\" height=\"165\" \/><br \/><em>Example of newsletter footer form to collect first-party data.<\/em><\/p>\r\n<p>Only within your domain, first-party cookies can show you what a user did or clicked on while visiting your website amongst other basic analytics that can help you <a href=\"#how-we-can-help-before-cookie-geddon\">develop an effective marketing strategy<\/a> around them.<\/p>\r\n<h3>Third-Party Cookies<\/h3>\r\n<p>Third-party cookies are small pieces of data that are created by third parties to track data points across the web. Including your own domain, these cookies allow you to learn about your visitor's overall online behaviors like websites they frequently visit, online purchases, and possible interests that they've shown on various websites.<\/p>\r\n<p>These cookies are heavily used for ad retargeting, ad-serving, and cross-site tracking and have become a main source of marketing data. So how are these cookies used?<\/p>\r\n<h4>Personalization<\/h4>\r\n<p>Have you ever searched for something online and then noticed you immediately see ads for it everywhere online? These data pieces recognize device-based habits and serve them the correct ads. The use of personalization is important to advertisers to be able to serve the correct ads to the correct audience.<\/p>\r\n<h4>Audience Targeting<\/h4>\r\n<p>If enough data is gathered on a user, that individual can be added to a targeted list and if enough people are grouped together, you have an audience. Audiences can be transformed to a group of third-party cookies to better target those we want to reach on the open web instead of directly on a website. Effectively grouping and targeting an audience can lead to great success in any given campaign.<\/p>\r\n<h4>Tracking &amp; Measurement<\/h4>\r\n<p>Determining the impact of an ad on a user is always important to see the journey with effective tracking and measuring tools. It&rsquo;s helpful to know if the user was served an ad and then went to the advertiser&rsquo;s website to make a purchase, sign up for a newsletter, or convert in another way.<\/p>\r\n<p><a href=\"#top\">Back to top &raquo;<\/a><\/p>\r\n<h2><a id=\"why-are-third-party-cookies-going-away\"><\/a>Why Are Third-Party Cookies Going Away?<\/h2>\r\n<h3>Unstable Platform<\/h3>\r\n<p>These cookies were never a great platform to begin with. When you look at it closely, it&rsquo;s clear to see that third-party cookies were never meant to be a wide-scale solution.<\/p>\r\n<ol>\r\n<li>They are not transparent in what data is being collected and how it is used<\/li>\r\n<li>They are device-based instead of people-based<\/li>\r\n<li>They are not persistent and could be deleted from a browser at any time<\/li>\r\n<li>They are not common across all channels like phone or TV app activity.<\/li>\r\n<\/ol>\r\n<h3>User Privacy<\/h3>\r\n<p>Ads have changed to almost feel intrusive or as if we&rsquo;re being surveilled. We&rsquo;re sure many of us have unplugged our Alexa, turned off Siri, or told Google to stop listening in fear of our words being used to target ads to us the next time we log into Facebook or Instagram. With the end of third-party cookies, the ads that are served to you may not always be 100% applicable.<\/p>\r\n<p><a href=\"https:\/\/www.marketingdive.com\/news\/57-of-us-consumers-would-forego-marketing-personalization-to-protect-their\/589189\/\" target=\"_blank\" rel=\"noopener\">57% of US consumers would rather protect their online data privacy<\/a> than to be served personalized ads. 63% also agree that brands are the benefactors of the collected data instead of the consumers themselves. With this information, it&rsquo;s a no-brainer that users want to keep their data close rather than handing it out freely.<\/p>\r\n<p><a href=\"#top\">Back to top &raquo;<\/a><\/p>\r\n<h2><a id=\"how-will-this-affect-advertising\"><\/a>How Will This Affect Advertising?<\/h2>\r\n<p>Google Chrome, <a href=\"https:\/\/www.statista.com\/statistics\/544400\/market-share-of-internet-browsers-desktop\/\" target=\"_blank\" rel=\"noopener\">which holds 67% of users across all devices<\/a>, will be the last major web browser to eliminate third-party cookies. When this happens, many things will change so it&rsquo;s best to get ahead of it now for the sake of your marketing.<\/p>\r\n<p>Third-party cookies not only track where a user has been and what ads they have been served but also if they have taken any action with the information. With the deprecation of this cookie, the below facets will need to change:<\/p>\r\n<h3>Ad Serving &amp; Tracking<\/h3>\r\n<ol>\r\n<li><strong>Behavioral Targeting:<\/strong> Shows ads to users based on their online behaviors and habits. This can also include interest-based targeting and affinity-based targeting like iOS vs Android or a more iconic rivalry of Coke vs Pepsi.<\/li>\r\n<li><strong>Ad Retargeting:<\/strong> Shows ads to users in other places of the web that have previously visited your website. The goal with retargeting is to bring them back to your website to complete the buyer journey that has been started.<\/li>\r\n<li><strong>Frequency Capping:<\/strong> A limited number of times an ad can be shown to a user in a given time period. The problem with this going away, is the possibility of a user being overloaded with the ads or becoming fatigued by them.<\/li>\r\n<li><strong>Audience Extension:<\/strong> Shows ads to a specific audience across multiple different websites. Similar to lookalike marketing.<\/li>\r\n<li><strong>View-through Attribution:<\/strong> A metric that attributes an ad-view to a specified conversion. This gives marketers a very clear picture of where users end up and where marketing dollars should be allocated.<\/li>\r\n<\/ol>\r\n<p>In Q1 2021, Apple&rsquo;s iOS 14 update implemented a wide-sweeping privacy measure that requires all apps to ask users for permission to track their activity. It included the Facebook app, leading to changes in reporting, attribution, targeting, and conversion tracking. <a href=\"\/blog\/1176\/apples-ios-14-update-and-facebook-what-you-need-to-know\">Learn more about Apple&rsquo;s iOS 14 Updates and Facebook Ads.<\/a><\/p>\r\n<table style=\"width: 65%; margin-left: auto; margin-right: auto;\" cellpadding=\"5\">\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 50%; text-align: center; vertical-align: top;\"><a href=\"\/blog\/1176\/apples-ios-14-update-and-facebook-what-you-need-to-know\"><img src=\"\/uploads\/images\/blog\/bsm-blog-header-vector-image-of-man-and-woman-on-social-media-abstract.jpg\" alt=\"\" width=\"200\" height=\"133\" \/><\/a><\/td>\r\n<td style=\"width: 50%; text-align: left; vertical-align: top;\">\r\n<p><span class=\"highlight\">Related Reading: Apple&rsquo;s iOS 14 Update and Facebook: What You Need to Know<\/span><\/p>\r\n<p class=\"button\" style=\"text-align: center;\"><a href=\"\/blog\/1176\/apples-ios-14-update-and-facebook-what-you-need-to-know\">Read On&nbsp;&raquo;<\/a><\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h3>Rise of Costs<\/h3>\r\n<p>Since personalized ads will be scaling down, the cost to enter the pool of advertisers for first-party cookies will be going up. Publishers will have to adapt to the changes and find new and inventive ways to target their users for advertisers to buy in.<\/p>\r\n<p>Paywalls will also be rising as less content will be readily available to users. Think about a news outlet you previously accessed for free but is now hidden behind a paywall. It will be more difficult for these outlets to be able to rely on the revenue generated from ad space so subscriptions will supplement what ads previously brought in.<\/p>\r\n<p>As first-party cookies rise to the top, there will be a shift to marketing to those who are on a list of log-ins or are subscribed to a service. More than just retailers like Amazon, this extends to streaming services like Hulu and Twitch who may have their own walled garden which you may have to pay a premium to access.<\/p>\r\n<p>With these aspects in mind, monitoring the buyer journey and altering your marketing to serve your audience becomes much more difficult and costly. Simple automations may no longer work, attributing sales to specific campaigns will be more challenging, and new conversion goals may need to be set and measured more closely.<\/p>\r\n<p>But don&rsquo;t worry: it&rsquo;s still not the end of personalized digital marketing.<\/p>\r\n<p><a href=\"#top\">Back to top &raquo;<\/a><\/p>\r\n<h2><a id=\"what-will-replace-the-3rd-party-cookie\"><\/a>What will replace the 3rd party cookie?<\/h2>\r\n<p>Even though this one aspect will be leaving us, we still have many data points. Email addresses, credit card numbers, and many more data points can be hashed and uploaded to be data matched to people for ad targeting on Facebook and Google Ads.<\/p>\r\n<p><a href=\"https:\/\/digiday.com\/marketing\/wtf-googles-privacy-sandbox\/\" target=\"_blank\" rel=\"noopener\">Google&rsquo;s Privacy Sandbox<\/a> will become a beacon of know-how for the Chrome platform. &ldquo;Privacy Sandbox represents an alternative pathway that Google is providing for the ad industry to take, relying on anonymized signals (that are not cookies) within a person&rsquo;s Chrome browser to profit from that user&rsquo;s browsing habits.&rdquo; So, what about targeting those not on Chrome?<\/p>\r\n<p>Development ideas are also in the pipeline. New ID attributions will be created to better track the user journey between browsers and channels. Essentially, when cookies go away, we won&rsquo;t be left high and dry. Many solutions will come into play to replace them. Expect many publishers to come forward with new and inventive ways to target an audience.<\/p>\r\n<p align=\"center\"><iframe src=\"https:\/\/www.youtube.com\/embed\/Cz4yHOKE5j8\" title=\"YouTube video player\" frameborder=\"0\" width=\"560\" height=\"315\" data-mce-fragment=\"1\"><\/iframe><\/p>\r\n<p>First-party cookies with login and registration data could soon be coming. In this data-tracking scenario, users would have to provide their email address for the purpose of identifying themselves to be able to use the open internet, thus allowing publishers to track that data. With this, you can choose whether you&rsquo;d like to protect your data or allow advertisers to serve personalized ads to you.<\/p>\r\n<p>As AI technology and machine learning progresses beyond building automated robots, the data landscape continues to rage on with predictive audiences. Granular consumer behavior like automotive purchases, OTT consumption in platforms, and publicly available financial data will all influence where a user is placed within ad targeting avenues.<\/p>\r\n<p>In May 2021, in response to growing concerns for privacy, <a href=\"https:\/\/blog.google\/products\/ads-commerce\/gml-2021-innovations\/\">Google announced improvements in automation<\/a> with better performance, inviting advertisers to lean in to their AI&rsquo;s ability to tap new pockets of growth. As consumers demand more respect for online privacy, major digital advertisers like Google will find ways to develop privacy-safe advertising.<\/p>\r\n<p><a href=\"#top\">Back to top &raquo;<\/a><\/p>\r\n<h2><a id=\"what-are-next-steps\"><\/a>What Are The Next Steps?<\/h2>\r\n<p>Don&rsquo;t panic. Start planning.<\/p>\r\n<h3>1.&nbsp;&nbsp;&nbsp; Audit your ad sets<\/h3>\r\n<p>Marketers need to go through ad sets and really understand how many impressions may be lost to current third-party cookies and behavioral targeting. Without an audit, you may get an unwelcome surprise to who is left in your audiences to market to.<\/p>\r\n<h3>2.&nbsp;&nbsp;&nbsp; Leverage first-party data<\/h3>\r\n<p class=\"photoCaption\" style=\"text-align: center;\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/newsletter-pop-up.png\" width=\"333\" height=\"350\" \/><em>Example of newsletter exit pop-up form to collect first-party data.<\/em><\/p>\r\n<p>Get a plan in place on how you&rsquo;re going to market to first-party cookie data and where the data will be stored. This is imperative to making sure your marketing efforts don&rsquo;t get lost along with the third-party cookies. How can you start generating more leads now? How can you improve your website&rsquo;s user experience to capture more newsletter sign-ups and form fills?<\/p>\r\n<h3>3.&nbsp;&nbsp;&nbsp; Form marketplace partnerships<\/h3>\r\n<p>Growing relationships and partnerships with advertising publishers is key to a successful marketing plan. Without open channels of communication, you may not know of the upcoming developments in the marketing world or may miss out on special deals. Start doing vendor research to find partners in media like geotargeting, IP-Targeting, or CTV.<\/p>\r\n<h3>4.&nbsp;&nbsp;&nbsp; Research your audience<\/h3>\r\n<p>Really dig down and understand who your audience is, where they come from, and what gets them buying into what you&rsquo;re selling. It&rsquo;s one thing to know that someone bought your product but it&rsquo;s another to know <strong>why<\/strong> they bought your product.<\/p>\r\n<h3>5.&nbsp;&nbsp;&nbsp; Watch cookie-less signals<\/h3>\r\n<p>Look for probable data like locations and mobile carriers to better determine where your users are coming from. An older phone with a less-known carrier may suggest a certain age or demographic in your audience.<\/p>\r\n<p>All of these steps will get you on the right track for your impressions to continue hitting your target audience. Don&rsquo;t wait or you could be left behind.<\/p>\r\n<h2><a id=\"how-we-can-help-before-cookie-geddon\"><\/a>How We Can Help BEFORE Cookie-Geddon<\/h2>\r\n<p>At <a href=\"\/\">Blue Sky Marketing<\/a>, we&rsquo;re taking the necessary steps to make sure clients are well served on multiple platforms. We know what it takes to adapt to an ever-changing world of marketing and the policies that form our messages.<\/p>\r\n<p>If you&rsquo;re unsure about the next best step to take, <a href=\"\/contact\">let&rsquo;s talk<\/a>. We can help get you on track for marketing success.<\/p>\r\n<p class=\"button\"><a href=\"\/contact\">Connect with Blue Sky<\/a><\/p>","date_modified":"2021-06-24 16:23:58","createdby":"41","modifiedby":"41","newsdate":"2021-06-08 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/cookiegeddon-end-of-3rd-party-cookies-blue-sky-marketing.jpg","headingphoto":null,"meta_title":"Cookie-Geddon! The Death of the Third-Party Cookie | Blue Sky Marketing","meta_desc":"What steps do you need to take with the death of the third-party cookie? Find out how to prepare for cookie-geddon and the changes it will bring.","is_hidden":"0","target":"","newslink":"\/blog\/1179\/cookie-geddon-the-death-of-the-third-party-cookie","thumbnail_display":"\/uploads\/images\/blog\/cookiegeddon-end-of-3rd-party-cookies-blue-sky-marketing.jpg","taginfo":{"info":[{"newsid":"1179","tagid":"237","tag":"cookies","slug":"cookies"},{"newsid":"1179","tagid":"238","tag":"third party cookies","slug":"third-party-cookies"}],"tags":["237","238"],"taglinks":"<a href=\"\/blog\/tag\/cookies\">cookies<\/a>, <a href=\"\/blog\/tag\/third-party-cookies\">third party cookies<\/a>"},"categoryinfo":{"info":[{"newsid":"1179","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1179","catid":"30","category":"Facebook Advertising","slug":""},{"newsid":"1179","catid":"34","category":"Google Ads","slug":""},{"newsid":"1179","catid":"45","category":"Cookies","slug":""}],"categories":["9","30","34","45"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/\">Facebook Advertising<\/a>, <a href=\"\/blog\/category\/\">Google Ads<\/a>, <a href=\"\/blog\/category\/\">Cookies<\/a>"},"src":"\/uploads\/images\/blog\/cookiegeddon-end-of-3rd-party-cookies-blue-sky-marketing.jpg"},{"id":"1178","title":"3 Email Subject Line Tester Tools You Should Be Using","dateadded":"2021-04-02 08:35:54","article":"<p>Struggling with low email open rates? Try updating your subject lines.<\/p>\r\n<p>According to Mailchimp, the average email open rate for all industries was 21.33%. If you have a LOW open rate, you can usually blame a mix of these three factors:&nbsp;<\/p>\r\n<ul>\r\n<li>The audience\/segment you emailed did not align with the content of the message.<\/li>\r\n<li>Your email sending frequency isn&rsquo;t aligning with your audience.<\/li>\r\n<li>Your subject line was not relevant to the recipient.<\/li>\r\n<\/ul>\r\n<h2>Evaluating Email Benchmarks<\/h2>\r\n<p>As far as subject lines are concerned, the top metric they influence is your open rate. The subject line and preview text is the first thing your recipient sees, so it&rsquo;s natural that these directly influence whether a prospect opens your email.<\/p>\r\n<p><strong>The average email open rate for all industries was 21.33%.<\/strong> (Source: <a href=\"https:\/\/mailchimp.com\/resources\/email-marketing-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Mailchimp<\/a>)<\/p>\r\n<table style=\"border-color: #000000; margin-left: auto; margin-right: auto;\" border=\"1\" cellpadding=\"2\">\r\n<tbody>\r\n<tr>\r\n<td width=\"129\">\r\n<p><strong>Industry<\/strong><\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p><strong>Open Rate<\/strong><\/p>\r\n<\/td>\r\n<td width=\"107\">\r\n<p><strong>Click Rate<\/strong><\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p><strong>Hard Bounce<\/strong><\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p><strong>Soft Bounce<\/strong><\/p>\r\n<\/td>\r\n<td width=\"111\">\r\n<p><strong>Unsubscribe Rate<\/strong><\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td width=\"129\">\r\n<p>Real Estate<\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p>19.17%<\/p>\r\n<\/td>\r\n<td width=\"107\">\r\n<p>1.77%<\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p>0.38%<\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p>0.56%<\/p>\r\n<\/td>\r\n<td width=\"111\">\r\n<p>0.27%<\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td width=\"129\">\r\n<p>Construction<\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p>21.77%<\/p>\r\n<\/td>\r\n<td width=\"107\">\r\n<p>2.26%<\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p>0.86%<\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p>1.28%<\/p>\r\n<\/td>\r\n<td width=\"111\">\r\n<p>0.39%<\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td width=\"129\">\r\n<p>Creative Services\/Agency<\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p>21.39%<\/p>\r\n<\/td>\r\n<td width=\"107\">\r\n<p>2.66%<\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p>0.58%<\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p>0.93%<\/p>\r\n<\/td>\r\n<td width=\"111\">\r\n<p>0.35%<\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td width=\"129\">\r\n<p>Healthcare &amp; Dental<\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p>21.72%<\/p>\r\n<\/td>\r\n<td width=\"107\">\r\n<p>2.49%<\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p>0.51%<\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p>0.63%<\/p>\r\n<\/td>\r\n<td width=\"111\">\r\n<p>0.28%<\/p>\r\n<\/td>\r\n<\/tr>\r\n<tr>\r\n<td width=\"129\">\r\n<p>Professional Services<\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p>21.94%<\/p>\r\n<\/td>\r\n<td width=\"107\">\r\n<p>2.55%<\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p>0.56%<\/p>\r\n<\/td>\r\n<td width=\"108\">\r\n<p>0.83%<\/p>\r\n<\/td>\r\n<td width=\"111\">\r\n<p>0.31%<\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>&nbsp;<\/p>\r\n<h2>Favorite Subject Line Checkers<\/h2>\r\n<p>Say it loud for the people in the back: Stop. Sending. Emails. With. Bad. Subject. Lines.<\/p>\r\n<p>Your subject line is the face of your email &ndash; everyone is looking at it and making a judgement about whether to open it. Plus, even before it reaches your audience&rsquo;s inboxes, Gmail and other platforms are ALSO reviewing your subject line for possible SPAM or phishing.<\/p>\r\n<p>In short, your email subject line needs to reflect the content of your email, trigger the audience&rsquo;s interest, AND avoid words that trigger email client filters.<\/p>\r\n<p>And because there are some great (FREE) tools out there to check your subject line; there&rsquo;s just no reason to send emails with bad subject lines. Let&rsquo;s review!<\/p>\r\n<h3>#1. Send Check It<\/h3>\r\n<p>This one is an internal favorite at Blue Sky Marketing. The interface is clean, and the suggestions are easy to implement and re-submit for review. Test your emails (with emojis!) at <a href=\"https:\/\/sendcheckit.com\/email-subject-line-tester\" target=\"_blank\" rel=\"noopener\">SendCheckIt.com<\/a>.<\/p>\r\n<p><a href=\"https:\/\/sendcheckit.com\/email-subject-line-tester\" target=\"_blank\" rel=\"noopener\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Send_Check_It.jpg\" alt=\"Send Check It Subject Line Checker Screenshot | Blue Sky Marketing\" width=\"800\" height=\"377\" \/><\/a><\/p>\r\n<p>Someone at Blue Sky had a victory not too long ago with a score that seemed to deliver! The email with this subject line had a 29.6% open rate.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/SendCheck_A.jpg\" alt=\"Send Check It Subject Line Rating A | Blue Sky Marketing\" width=\"800\" height=\"298\" \/><\/p>\r\n<h3>#2. SubjectLine.Com<\/h3>\r\n<p><a href=\"https:\/\/www.subjectline.com\/\" target=\"_blank\" rel=\"noopener\">SubjectLine.com<\/a> boasts over 10 million subject lines tested, and their rating system is easy to understand and implement.<\/p>\r\n<p><a href=\"https:\/\/www.subjectline.com\/\" target=\"_blank\" rel=\"noopener\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/SubjectLineDotComFirst.jpg\" alt=\"SubjectLine.com Screenshot | Blue Sky Marketing\" width=\"800\" height=\"525\" \/><\/a><\/p>\r\n<p>Fun fact: the same subject line that scored well on Send Check It received only 64\/100 points on SubjectLine.com! We believe that the feedback is 100% valid, and good practices to employ. That being said, score isn&rsquo;t everything, and each subject line tester&rsquo;s criteria is slightly different.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/SubjectLineDotCom.jpg\" alt=\"\" width=\"370\" height=\"500\" \/><\/p>\r\n<h3>#3. CoSchedule<\/h3>\r\n<p>The free email subject checker on <a href=\"https:\/\/coschedule.com\/email-subject-line-tester\" target=\"_blank\" rel=\"noopener\">CoSchedule<\/a> is another Blue Sky Marketing favorite. As an enterprise-grade content marketing tool, we&rsquo;re not surprised that they have such a robust subject line grading tool.<\/p>\r\n<p><a href=\"https:\/\/coschedule.com\/email-subject-line-tester\" target=\"_blank\" rel=\"noopener\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Coschedule.jpg\" alt=\"CoSchedule Subject Line Checker Screenshot | Blue Sky Marketing\" width=\"800\" height=\"361\" \/><\/a><\/p>\r\n<p>We like that CoSchedule takes its recommendations a few steps further with helpful word banks that suggest alternate words to increase your opens. We also like that this tool offers previews of your subject line in an inbox to show where the characters are likely to truncate.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/CoSchedule_Previews.jpg\" alt=\"\" width=\"800\" height=\"596\" \/><\/p>\r\n<h2>What&rsquo;s the Best Subject Line?<\/h2>\r\n<p>There likely isn&rsquo;t a &ldquo;best&rdquo; one. We prefer subject line testers that offer actionable recommendations and repeat submissions until you get the score just right. As demonstrated, the same subject line received three very different scores across our favorites, but our end result was an email with a higher-than-industry-average open rate.<\/p>\r\n<p>Best practices in email subject lines will continue to evolve, but when you align your subject line with the content inside + your audience&rsquo;s expectations, a subject line tool is a helpful ally in the fight to improve open rates!<\/p>\r\n<p>Need some help with email marketing and email strategy? <a href=\"\/contact\">Let&rsquo;s talk.<\/a><\/p>","date_modified":"2021-04-02 08:37:44","createdby":"41","modifiedby":"41","newsdate":"2021-04-02 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/vector-image-for-email-marketing-blue-sky-marketing.jpg","headingphoto":null,"meta_title":"3 Email Subject Line Tester Tools You Should Be Using | Blue Sky Marketing","meta_desc":"Struggling with low email open rates? Try updating your subject lines. And because there are some great (FREE) tools out there to check your subject line; there\u00e2\u20ac\u2122s just no reason to send emails with bad subject lines. Let\u00e2\u20ac\u2122s review! ","is_hidden":"0","target":"","newslink":"\/blog\/1178\/3-email-subject-line-tester-tools-you-should-be-using","thumbnail_display":"\/uploads\/images\/blog\/vector-image-for-email-marketing-blue-sky-marketing.jpg","taginfo":{"info":[{"newsid":"1178","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1178","catid":"6","category":"Email Marketing","slug":"email-marketing"}],"categories":["6"],"categorylinks":"<a href=\"\/blog\/category\/email-marketing\">Email Marketing<\/a>"},"src":"\/uploads\/images\/blog\/vector-image-for-email-marketing-blue-sky-marketing.jpg"},{"id":"1177","title":"Blue Sky Marketing & Harvest Green Win GOLD at the Nationals for Best Community Website","dateadded":"2021-03-15 08:34:37","article":"<p>Is there a professional way to squeal with joy? No? That&rsquo;s fine because we&rsquo;re ecstatic to share a GOLD award with Harvest Green for Best Community Website at the Nationals!<\/p>\r\n<p style=\"text-align: center;\"><img src=\"\/uploads\/images\/blog\/national_gold_award_-_horitzontal.jpg\" alt=\"Gold Award at NAHB The Nationals - Awarded to Blue Sky Marketing and Harvest Green\" width=\"500\" height=\"417\" \/><\/p>\r\n<p>The NAHB National Sales and Marketing Council hosted The Nationals as a virtual event this year, reviewing over 900 entries across the US and Canada.<\/p>\r\n<p>This is Blue Sky Marketing&rsquo;s first ever Gold award at The Nationals.<\/p>\r\n<p>&ldquo;The Nationals win means we competed with every master planned community website designed in 2020 in the US and Canada, and our team won,&rdquo; says Blue Sky Marketing CEO Michelle LeBlanc, &ldquo;I am very proud of my team and their hard work.&rdquo;<\/p>\r\n<p>The announcement was also met with elation by the team at Johnson Development Corp, the developer of <a href=\"http:\/\/harvestgreentexas.com\/\" target=\"_blank\" rel=\"noopener\">Harvest Green<\/a>. This is also their first win at The Nationals for a design or website project. A deepest and fondest thank you, again, to Haley Peck, Marketing Director of Harvest Green, for the honor of working with you on such a great project.<\/p>\r\n<p>The Harvest Green community website has already won a Silver Award at The Nationals and two ADDY Awards by AAF-Houston. Blue Sky&rsquo;s the limit when you have a user-focused, mobile-first website designed by an award-winning creative team.<\/p>\r\n<p>Interested in a new community or builder website designed to generate leads? <a href=\"\/contact\" target=\"_blank\" rel=\"noopener\">Let&rsquo;s connect.<\/a><\/p>\r\n<hr \/>\r\n<h2>Official Press Release<\/h2>\r\n<h3>NAHB Names The Nationals Gold Award Winners<\/h3>\r\n<p><strong><em>Annual Honors Recognize Excellence in New Home Sales, Marketing and Design<\/em><\/strong><\/p>\r\n<p><strong>March 5 -<\/strong> The year's most outstanding work in residential real estate sales, marketing and design was honored by the National Association of Home Builders (NAHB) at the National Sales and Marketing Awards Ceremony (known as \"The Nationals<sup>SM<\/sup>\"), one of the building industry's most prestigious events. Hosted by the NAHB National Sales and Marketing Council, the event took place March 5 as a virtual event with nearly 1000 attendees.<\/p>\r\n<p>\"The Nationals are the most prestigious awards of their kind, setting the benchmark for innovation in new home design, marketing and sales,\" said Angela Harris, chairperson of The Nationals. \"NAHB's commitment to recognizing originality, imagination and success has been exemplified by its award winners since the competition's inception.\"<\/p>\r\n<p>A diverse panel of industry professionals from across the country selected Gold award winners from more than 900 entries. Several top award winners are highlighted below.<\/p>\r\n<p>For a complete list of Gold and Silver winners, along with additional details and history of The Nationals, please visit <a href=\"http:\/\/www.thenationals.com\" target=\"_blank\" rel=\"noopener\">www.thenationals.com<\/a>.<\/p>\r\n<p>For more information, e-mail Lisa Parrish, lisa@thenationals.com&nbsp;or call her at 800-658-2751 or 909-987-2758.<\/p>\r\n<p>ABOUT NSMC: The National Sales and Marketing Council has been promoting professionalism in sales and marketing in the home building industry for 50 years. To help builders sell homes more effectively, the council provides onsite sales and marketing training; offers awards, recognition and designation programs; and provides sales and marketing support to NAHB members, committees and councils. The council serves 3,700 NSMC members and supports 75 local sales and marketing councils across the United States. For more information, visit <a href=\"http:\/\/www.nahb.org\/nsmc\" target=\"_blank\" rel=\"noopener\">www.nahb.org\/nsmc<\/a>.<\/p>\r\n<p>ABOUT NAHB: The National Association of Home Builders is a Washington-based trade association representing more than 140,000 members involved in home building, remodeling, multifamily construction, property management, subcontracting, design, housing finance, building product manufacturing and other aspects of residential and light commercial construction. NAHB is affiliated with 800 state and local home builders associations around the country. NAHB's builder members will construct about 80 percent of the new housing units projected for this year.<\/p>","date_modified":"2021-03-15 08:39:03","createdby":"41","modifiedby":"41","newsdate":"2021-03-15 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/blue-sky-marketing-wins-silver-the-nationals.jpg","headingphoto":null,"meta_title":"Blue Sky Marketing & Harvest Green Win GOLD at the Nationals for Best Community Website","meta_desc":"This is Blue Sky Marketing\u00e2\u20ac\u2122s first ever Gold award at The Nationals. We\u00e2\u20ac\u2122re ecstatic to share a GOLD award with Harvest Green for Best Community Website at the Nationals!","is_hidden":"0","target":"","newslink":"\/blog\/1177\/blue-sky-marketing--harvest-green-win-gold-at-the-nationals-for-best-community-website","thumbnail_display":"\/uploads\/images\/blog\/blue-sky-marketing-wins-silver-the-nationals.jpg","taginfo":{"info":[{"newsid":"1177","tagid":"236","tag":"The Nationals","slug":"the-nationals"}],"tags":["236"],"taglinks":"<a href=\"\/blog\/tag\/the-nationals\">The Nationals<\/a>"},"categoryinfo":{"info":[{"newsid":"1177","catid":"43","category":"Awards","slug":""}],"categories":["43"],"categorylinks":"<a href=\"\/blog\/category\/\">Awards<\/a>"},"src":"\/uploads\/images\/blog\/blue-sky-marketing-wins-silver-the-nationals.jpg"},{"id":"1176","title":"Apple\u00e2\u20ac\u2122s iOS 14 Update and Facebook: What You Need to Know","dateadded":"2021-03-10 09:25:55","article":"<p>In Q1 2021, <a href=\"https:\/\/www.facebook.com\/business\/help\/331612538028890?id=428636648170202\" target=\"_blank\" rel=\"noopener\">Facebook for Business<\/a> notified advertisers that the upcoming changes in Apple&rsquo;s iOS 14 update, &ldquo;will affect how we receive and process conversion events from tools such as the Facebook pixel.&rdquo;<\/p>\r\n<p>If you measure your social ad&rsquo;s performance on anything on your website or app via the Facebook platform, this change will definitely affect how your business&rsquo;s Facebook Ads track conversions. Here&rsquo;s what to expect.<\/p>\r\n<p><img src=\"\/uploads\/images\/blog\/fb-ads-manager-conversion-activity-for-ios_screenshot-by-blue-sky-marketing.jpg\" alt=\"Facebook Ads Manager Activity Preview by Blue Sky Marketing\" width=\"1130\" height=\"649\" \/><\/p>\r\n<h2>What Happened with Apple iOS 14 and Facebook?<\/h2>\r\n<p>Per <a href=\"https:\/\/developer.apple.com\/app-store\/user-privacy-and-data-use\/\" target=\"_blank\" rel=\"noopener\">Apple&rsquo;s new iOS 14 policy<\/a> for apps, &ldquo;you&rsquo;ll be required to ask users for their permission to track them across apps and websites owned by other companies.&rdquo;<\/p>\r\n<p>This means that their newest operating system, iOS14, has given people the opportunity to opt in or out of an app's ability to track their <strong><em>web and app activities<\/em><\/strong>. Since most Facebook and Instagram activity happens in an app, and Apple devices are a large part of their users' devices, this impacts them disproportionately compared to other advertising avenues we employ.<\/p>\r\n<h2>Who Does This Affect?<\/h2>\r\n<p>Advertisers wanting to match advertising to actions taken by prospects on their website or in their app (i.e., those running conversion campaigns in Apps and web-based properties for purposes of e-commerce and lead generation, among other marketing objectives.)<\/p>\r\n<h2>What's Changing with Facebook Ads in 2021?<\/h2>\r\n<p>How will the iOS14 changes affect your business&rsquo;s Facebook Ad campaigns? Essentially, there will be far less data shared with Facebook from Apple iOS devices, and the data that is received will feed in less frequently and will be more anonymized.<\/p>\r\n<p>This means:<\/p>\r\n<ul>\r\n<li><strong>Less Reporting\/Web Events Attribution Accuracy<\/strong>: Lower numbers of conversions will be tracked in Facebook Events Manager (though they will still will be happening in real life) and audiences will be smaller.<\/li>\r\n<li><strong>Shorter Lookback Windows for Attribution<\/strong>: Before, we could attribute actions taken up to 28 days after clicking an ad. The window has been reduced to 7 days.<\/li>\r\n<li><strong>Audiences Will Get Muddier and Smaller<\/strong>: Since actions taken on Apple devices will be shared less, advertisers will be less able to segment based on user activity on websites. Exclusion audiences will be less reliable, and audiences for those having taken an activity will be smaller (ex: custom audiences created based on website activity).<\/li>\r\n<li><strong>Only 8 Conversions: <\/strong>If there are multiple advertisers using the same website domain, they'll all need to share only 8 top conversions that will be prioritized in reporting. This is in response to the update in iOS14, which will only share 1 action back to Facebook, so they&rsquo;re prioritizing which actions to report on.<\/li>\r\n<li><strong>Breakdown Reporting Changes: <\/strong>Breakdowns by demographics in reviewing ads performance will be going away.<\/li>\r\n<li><strong>Conversion Event Changes Will be Harder: <\/strong>Changing conversion events in a campaign will pause the ads for several days while the new data alignment happens.<\/li>\r\n<li><strong>Conversion Value Changes: <\/strong>Value-based conversions in e-commerce will now be reported in tiers vs specific costs.<\/li>\r\n<\/ul>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/fb-ads-manager-conversion-priorities_png.jpg\" alt=\"Setting Conversion Priorities in New Facebook AEM Settings\" width=\"986\" height=\"185\" \/><\/p>\r\n<p style=\"text-align: center;\"><em>Setting Conversion Priorities in New Facebook AEM Settings<\/em><\/p>\r\n<h2>What's Next for Advertisers and Business?<\/h2>\r\n<p>Facebook anticipates that Apple&rsquo;s enforcement will go into effect in March 2021, and in the meantime, advertisers are recommended to <strong>verify domains<\/strong> and <strong>prioritize their conversions in Facebook&rsquo;s new AEM (Aggregated Event Measurement)<\/strong> to avoid downtime when enforcement happens.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/fb-ads-manager-verified-domain-screenshot_png.jpg\" alt=\"Green Dot in Facebook Ads Manager Indicates a Verified Domain\" width=\"400\" height=\"250\" \/><\/p>\r\n<p style=\"text-align: center;\"><em>Green Dot in Facebook Ads Manager Indicates a Verified Domain<\/em><\/p>\r\n<h2>What is Blue Sky Marketing Doing to Adapt?<\/h2>\r\n<p>Consumers' privacy is important. We should all respect that people should have control over what big tech companies collect about them. Apple's decisions to move forward as a hardware provider to allow people more control over how they want their data collected and shared is a good thing. This is a similar trend to what we're seeing happening in browsers and, \"cookie-geddon\".<\/p>\r\n<p>However, after listening to guidance from Facebook, it seems this new privacy policy was set up in a way that doesn't consider the ways in which many apps are currently set up with in-app browsing of webpages which is causing advertising platforms to all scramble to adapt with little insights how best to achieve compliance while still providing advertisers the insights they&rsquo;re used to.<\/p>\r\n<p>We believe more adaptations will happen, and Facebook is working on modeling solutions so that advertisers will still have some ability to track ROI. We'll also revert back to relying more heavily on Google Analytics to calculate total goal completions, though understand its last click attribution model is less generous than the 7-day lookback window Facebook has.<\/p>\r\n<p>At Blue Sky Marketing, we&rsquo;ve already begun verifying our client domains in Facebook Business Manager and restructuring ad account conversion events in anticipation of the changes.<\/p>\r\n<h2>Not Sure About Next Steps?<\/h2>\r\n<p>Does your business need a trusted Facebook Ads partner as these changes roll out? <a href=\"\/contact\">Let&rsquo;s talk.<\/a><\/p>","date_modified":"2021-03-10 09:28:27","createdby":"41","modifiedby":"41","newsdate":"2021-03-10 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/bsm-blog-header-vector-image-of-man-and-woman-on-social-media-abstract.jpg","headingphoto":null,"meta_title":"Apple\u00e2\u20ac\u2122s iOS 14 Update and Facebook: What You Need to Know","meta_desc":"If you measure your social ad\u00e2\u20ac\u2122s performance on anything on your website or app via the Facebook platform, Apple's iOS14 change will definitely affect how your business\u00e2\u20ac\u2122s Facebook Ads track conversions. ","is_hidden":"0","target":"","newslink":"\/blog\/1176\/apples-ios-14-update-and-facebook-what-you-need-to-know","thumbnail_display":"\/uploads\/images\/blog\/bsm-blog-header-vector-image-of-man-and-woman-on-social-media-abstract.jpg","taginfo":{"info":[{"newsid":"1176","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1176","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"1176","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1176","catid":"28","category":"Facebook","slug":""},{"newsid":"1176","catid":"31","category":"Social Media Marketing","slug":""},{"newsid":"1176","catid":"39","category":"Facebook Ads","slug":""}],"categories":["14","24","28","31","39"],"categorylinks":"<a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">Facebook<\/a>, <a href=\"\/blog\/category\/\">Social Media Marketing<\/a>, <a href=\"\/blog\/category\/\">Facebook Ads<\/a>"},"src":"\/uploads\/images\/blog\/bsm-blog-header-vector-image-of-man-and-woman-on-social-media-abstract.jpg"},{"id":"1175","title":"Blue Sky Marketing Takes Home Two ADDY Awards","dateadded":"2021-03-05 13:41:38","article":"<p><strong><em>CONGRATULATIONS ON YOUR SUCCESS AT THE 2021 AMERICAN ADVERTISING AWARDS!<br \/><\/em><\/strong><em>You should be proud that your work was acknowledged by the judges, especially during the challenges presented by 2020. You are indeed one of Houston&rsquo;s Creative Rock Stars!<\/em><\/p>\r\n<p>These were nice words to wake up to! The Blue Sky team is proud to announce that we&rsquo;ve been awarded two ADDY Awards by the <a href=\"https:\/\/www.aaf-houston.net\/\" target=\"_blank\" rel=\"noopener\">American Advertising Federation &ndash; Houston<\/a>.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/addys2021-small.jpg\" alt=\"Blue Sky Marketing ADDY Awards 2021\" width=\"733\" height=\"550\" \/><\/p>\r\n<p>Houston&rsquo;s 59th Annual American Advertising Awards was a virtual award show featuring the talents of Houston&rsquo;s best creative minds, and we&rsquo;d proud to be included. Our award-winning entries were for the following categories:<\/p>\r\n<p style=\"text-align: center;\"><strong>Digital Creative Technology: User Experience (Silver Award)<\/strong><\/p>\r\n<p style=\"text-align: center;\"><strong>Websites &ndash; Consumer (Bronze Award)<\/strong><\/p>\r\n<p>&nbsp;The winner? The <a href=\"https:\/\/www.harvestgreentexas.com\/\" target=\"_blank\" rel=\"noopener\">Harvest Green website<\/a>, redesigned and launched in 2020.<\/p>\r\n<p><a href=\"https:\/\/www.harvestgreentexas.com\/\" target=\"_blank\" rel=\"noopener\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/HG-Website-Mockup.jpg\" alt=\"Harvest Green Website Mock Up\" width=\"558\" height=\"230\" \/><\/a><\/p>\r\n<p>Thank you very much to Haley Peck of Harvest Green by Johnson Development for the privilege to work you on an amazing project and thank you to AAF-Houston for recognizing creative excellence in Houston.<\/p>","date_modified":"2021-03-05 13:41:52","createdby":"41","modifiedby":"41","newsdate":"2021-03-01 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/addys2021-small.jpg","headingphoto":null,"meta_title":"Blue Sky Marketing Takes Home Two ADDY Awards | Blue Sky Marketing","meta_desc":"These were nice words to wake up to! The Blue Sky team is proud to announce that we\u00e2\u20ac\u2122ve been awarded two ADDY Awards by the American Advertising Federation \u00e2\u20ac\u201c Houston.","is_hidden":"0","target":"","newslink":"\/blog\/1175\/blue-sky-marketing-takes-home-two-addy-awards","thumbnail_display":"\/uploads\/images\/blog\/addys2021-small.jpg","taginfo":{"info":[{"newsid":"1175","tagid":"232","tag":"awards","slug":"awards"},{"newsid":"1175","tagid":"234","tag":"ADDY","slug":"addy"},{"newsid":"1175","tagid":"235","tag":"AAF-Houston","slug":"aaf-houston"}],"tags":["232","234","235"],"taglinks":"<a href=\"\/blog\/tag\/awards\">awards<\/a>, <a href=\"\/blog\/tag\/addy\">ADDY<\/a>, <a href=\"\/blog\/tag\/aaf-houston\">AAF-Houston<\/a>"},"categoryinfo":{"info":[{"newsid":"1175","catid":"43","category":"Awards","slug":""}],"categories":["43"],"categorylinks":"<a href=\"\/blog\/category\/\">Awards<\/a>"},"src":"\/uploads\/images\/blog\/addys2021-small.jpg"},{"id":"1174","title":"Does Your Business Need Reviews? Spoiler: Yes","dateadded":"2021-02-22 12:50:39","article":"<p>In the digital marketplace, reviews have never been more important. They can make or break a consumer&rsquo;s decision to choose you or your competitor. Whether they are going to a new restaurant, figuring out where to live, finding a dentist, which homebuilder to use for a new home or deciding where to stay on their next vacation, their first stop, more and more, is directly to your reviews.&nbsp;<\/p>\r\n<p>Within reviews, customers are looking for reports about your business&rsquo;s quality of service, reasonable prices, location, and customer service. No matter your industry, reviews are important, and your business needs them to stay competitive!<\/p>\r\n<h2>How Important are Reviews for Business?<\/h2>\r\n<p>According to <a href=\"https:\/\/www.podium.com\/state-of-online-reviews\/\">Podium&rsquo;s 2021 State of Reviews<\/a>, reviews are 2x more likely to be an important factor in choosing a local business than loyalty. That means that even if you have a devoted customer base, if your competitors have higher star ratings and their reviews are recent, relevant, and high quality, you are at risk of losing their business.<\/p>\r\n<p class=\"photoCaption\" style=\"text-align: center;\"><a href=\"https:\/\/www.podium.com\/state-of-online-reviews\/\" target=\"_blank\" rel=\"noopener\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/podium-preview.png\" alt=\"Preview Image of Podium's 2021 State of Reviews\" width=\"550\" height=\"421\" \/><\/a><em>Source &ndash; <a href=\"https:\/\/www.podium.com\/state-of-online-reviews\/\" target=\"_blank\" rel=\"noopener\">Podium 2021 State of Reviews<\/a><\/em><\/p>\r\n<p>The same report says that reviews influence <a href=\"https:\/\/www.podium.com\/state-of-online-reviews\/\" target=\"_blank\" rel=\"noopener\">88% of consumers in discovering new local businesses<\/a>. Even before a consumer begins considering your business&rsquo;s products and offerings, they already want to know what other people are saying about you before learning more about you.<\/p>\r\n<p>To avoid this, it is crucial that you make it as easy as possible for your customers to leave reviews about your business - positive or negative.<\/p>\r\n<h2>How Do Bad Reviews Affect Your Business?<\/h2>\r\n<p>If a customer leaves a bad review, they are likely to have experienced something, or someone, that did not meet their expectations. In Podium&rsquo;s report, they&rsquo;ve stated when customers do leave negative reviews, 85% of the time it is due to their experience with an employee.<\/p>\r\n<p>Though negative reviews can strike a critical blow to your online reputation, they also offer an opportunity for you to improve your business. It may be as easy as a discussion with your team about the importance of customer service, or you may need to come up with some solutions for streamlining operations or processes to prevent long waits. Either way, your customer&rsquo;s review can provide insight about your business that you may not have considered before.<\/p>\r\n<h3>Must Do: Publicly Address Bad Reviews<\/h3>\r\n<p>Whether it be the attitude of an employee, the quality of a purchase, or an experience that did not go as anticipated, publicly addressing bad reviews gives you a chance to show you are taking your customer&rsquo;s issues seriously. Suggest taking the conversation offline to discuss their issue further. The review will remain on your profile, but customers in the future will be able to see how your customer service responded to the issue.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Reviews_Blog_01.png\" alt=\"Screenshot of Company Addressing a Negative Review\" width=\"393\" height=\"206\" \/><\/p>\r\n<p><a href=\"https:\/\/www.podium.com\/state-of-online-reviews\/\" target=\"_blank\" rel=\"noopener\">56% of customers say that a business&rsquo;s responses to reviews<\/a> have changed their perspective on the business. It&rsquo;s clear that ignoring your positive or negative reviews has an impact on how customers view a business, so be sure and take this into consideration the next time you are managing your business&rsquo;s reviews.<\/p>\r\n<h2>5 Ways to Get Online Reviews for Your Business<\/h2>\r\n<p>The short version: make it easy for your customers to leave reviews.<\/p>\r\n<h3>Claim Your Profiles<\/h3>\r\n<p>Claim ownership of your profiles, all of them. That means <a href=\"https:\/\/www.google.com\/business\/\" target=\"_blank\" rel=\"noopener\">Google<\/a>, <a href=\"https:\/\/biz.yelp.com\/\" target=\"_blank\" rel=\"noopener\">Yelp<\/a>, Social Media, industry specific sites, etc.<\/p>\r\n<p style=\"text-align: center;\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Reviews_Blog_02.jpg\" alt=\"Screenshot of Claimed Google My Business Locations\" width=\"1000\" height=\"312\" \/><em>Google My Business Verified Profile<\/em><\/p>\r\n<p><em><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Reviews_Blog_03.png\" alt=\"Screenshot of Claimed Yelp Business Page\" width=\"1310\" height=\"421\" \/><\/em><\/p>\r\n<p style=\"text-align: center;\"><em>Yelp Claimed Profile<\/em><\/p>\r\n<p>This gives you the ability to leverage full control of your business&rsquo;s online identity. For example, Yelp and Google My Business allows you to control your business hours, contact information, and respond to online reviews.<\/p>\r\n<h3>Ask for Reviews<\/h3>\r\n<p>Ask your best customers, stakeholders (like Realtors) or residents if they would be willing to submit a review if they enjoyed their experience. If you&rsquo;ve delivered excellent customer service and product, your chances of converting your customers into promoters increases. Delighting your customers with solutions that enthusiastically solve their problems helps build a loyal community who will be more willing to leave glowing reviews.<\/p>\r\n<h3>Add Links for Reviews on Your Website<\/h3>\r\n<p>Add links to your Houzz, <a href=\"https:\/\/support.google.com\/business\/answer\/7035772?hl=en\">Google My Business<\/a>, or Yelp profile to your website. Place them somewhere intuitive, like the &ldquo;Contact Us&rdquo; section or the footer of your website. If your customers want to leave reviews without being prompted, make it easy for them to find your profiles.<\/p>\r\n<h3>Follow Up When You Say &ldquo;Thank You&rdquo;<\/h3>\r\n<p>Send a \"Thank You\/Leave a Review\" follow up email. After having a good experience, <a href=\"https:\/\/www.podium.com\/state-of-online-reviews\/\" target=\"_blank\" rel=\"noopener\">36% of customers are more likely to leave a review<\/a> if they receive an email inviting them to. The timing of your &ldquo;Thank You\/Leave a Review&rdquo; email can be automated to send to your prospects and customers at the best time. Is this when a project is complete? Is this a few days after project completion? Decide internally when you feel your customers will be most satisfied with the service given and automate your follow up emails.<\/p>\r\n<h3>Make It Easy for You: Get the Right Tools<\/h3>\r\n<p>Tools like <a href=\"https:\/\/www.podium.com\/reviews\/\" target=\"_blank\" rel=\"noopener\">Podium<\/a>, <a href=\"https:\/\/www.reviewpush.com\/\" target=\"_blank\" rel=\"noopener\">ReviewPush<\/a>, <a href=\"https:\/\/www.yext.com\/products\/reviews\/\" target=\"_blank\" rel=\"noopener\">Yext<\/a> and <a href=\"https:\/\/www.semrush.com\/kb\/1075-listing-management-reviews-tab\" target=\"_blank\" rel=\"noopener\">SEM Rush<\/a> make it easy for customers to rate and review your business. These &ldquo;get more reviews&rdquo; tools can automate the process of sending review requests via text or email, aggregate and publish reviews, and allow you to easily respond to all reviews sent promptly.<\/p>\r\n<h2>Developing a Strategy to Build Reviews?<\/h2>\r\n<p style=\"text-align: left;\">If this sounds overwhelming and you already have enough on your plate, let&rsquo;s talk. <a href=\"\/contact\">Blue Sky Marketing<\/a> has a proven record of connecting businesses to the right tools to garner more reviews and build their online presence.<\/p>\r\n<p style=\"text-align: left;\">Our team can help you develop a customer retention and review strategy while you focus on the business! <a href=\"\/contact\">Let&rsquo;s connect.<\/a><\/p>","date_modified":"2021-02-22 12:57:03","createdby":"41","modifiedby":"41","newsdate":"2021-02-22 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/infographic-concept-man-and-woman-look-at-reviews-for-blog-post-do-reviews-matter-for-your-blog.jpg","headingphoto":null,"meta_title":"Does Your Business Need Reviews? Spoiler: Yes","meta_desc":"How important are reviews for business? According to Podium\u00e2\u20ac\u2122s 2021 State of Reviews, reviews are 2x more likely to be an important factor in choosing a local business.","is_hidden":"0","target":"","newslink":"\/blog\/1174\/does-your-business-need-reviews-spoiler-yes","thumbnail_display":"\/uploads\/images\/blog\/infographic-concept-man-and-woman-look-at-reviews-for-blog-post-do-reviews-matter-for-your-blog.jpg","taginfo":{"info":[{"newsid":"1174","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1174","catid":"36","category":"Blogging","slug":""},{"newsid":"1174","catid":"44","category":"Reviews","slug":""}],"categories":["36","44"],"categorylinks":"<a href=\"\/blog\/category\/\">Blogging<\/a>, <a href=\"\/blog\/category\/\">Reviews<\/a>"},"src":"\/uploads\/images\/blog\/infographic-concept-man-and-woman-look-at-reviews-for-blog-post-do-reviews-matter-for-your-blog.jpg"},{"id":"1173","title":"Blue Sky Marketing is Now a HubSpot Platinum Partner","dateadded":"2021-02-17 08:07:15","article":"<p><img style=\"float: right;\" src=\"\/uploads\/images\/blue-sky-marketing-is-a-hubspot-platinum-partner.jpg\" alt=\"HubSpot Platinum Solutions Partner\" width=\"400\" height=\"267\" \/><\/p>\r\n<p>Blue Sky Marketing is pleased to announce that we are now a HubSpot Platinum Partner, meeting HubSpot&rsquo;s requirements of excellence in:&nbsp;<\/p>\r\n<ul>\r\n<li>Onboarding<\/li>\r\n<li>Certifications<\/li>\r\n<li>Growth<\/li>\r\n<\/ul>\r\n<p>We're proud of our proven record to implement HubSpot marketing for developers, builders, and more industries. Reaching this new tier is a badge of honor, proving our team&rsquo;s expertise in implementing solutions for our clients for lead generation, revenue tracking, and campaign management.<\/p>\r\n<h2>What is HubSpot?<\/h2>\r\n<p>HubSpot is a powerful CRM built upon the concept of inbound methodology. It&rsquo;s a tool that allows you to attract new leads, engage with them and delight them into converting into a customer and promoter for your business.<\/p>\r\n<p>HubSpot&rsquo;s Flywheel model explains that when you align your inbound strategy to your business goals, you can use the momentum of happy customers to drive referrals and repeat sales.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/HubSpot-English-Flywheel-Jul-27-2020-04-17-18-68-PM.png\" alt=\"HubSpot Flywheel Model\" width=\"400\" height=\"399\" \/><\/p>\r\n<p style=\"text-align: center;\"><em>Source: <a href=\"https:\/\/www.hubspot.com\/flywheel\">HubSpot: The Flywheel<\/a><\/em><\/p>\r\n<h2>What Does HubSpot Do?<\/h2>\r\n<p>It&rsquo;s more than methodology: it&rsquo;s a powerful CRM (<strong>c<\/strong>ustomer <strong>r<\/strong>elationship <strong>m<\/strong>anagement tool). In HubSpot, you can track every stage of the buyer journey.<\/p>\r\n<ul>\r\n<li>Contact histories can show the original source of the lead (organic search, paid search, social media, etc.), proving ROI on your marketing investments.<\/li>\r\n<li>Create lists to organize and segment your leads to curate your marketing messages, showing your contacts the right information at the right time.<\/li>\r\n<li>Create and embed forms with progressive form fields that change if it detects that the user has already answered a question. Learn more about your customers and prospects without being obtrusive.<\/li>\r\n<li>Create deals to track sales prospects and move them along the pipeline. Track your deals from appointment creation all the way to deal close.<\/li>\r\n<li>Pull reports to see your deal stages, revenue, contact sources, and more. Easily share report data to your sales and marketing teams with Dashboards that can show the metrics they care about.<\/li>\r\n<\/ul>\r\n<p>HubSpot offers three subscription levels, allowing your business to scale as it grows. Interested? <a href=\"\/contact\">Let&rsquo;s talk.<\/a><\/p>\r\n<h2>Blue Sky&rsquo;s Top 5 HubSpot Implementations<\/h2>\r\n<p>How has Blue Sky Marketing demonstrated excellence in implementing HubSpot for our clients? Here are a few of our favorites.<\/p>\r\n<h3>#1. Creating Email Automations Based on Home Price Searches<\/h3>\r\n<p>Our team created workflows that automatically serve emails to a segment based on visitor website activity. For some of our homebuilder\/developer clients, our automation triggers based on the home price range the website visitor searches for.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/HubSpot_Blog_01.png\" alt=\"HubSpot Workflow Contact Enrollment Trigger Created by Blue Sky Marketing for Home Price Search\" width=\"412\" height=\"375\" \/><\/p>\r\n<p>The subsequent email sent to this segment is then served to the prospect instantly, giving them valuable information at the exact moment they are interested in learning more about it.<\/p>\r\n<h3>#2. Creating Custom Ads Audiences via the HubSpot Integration<\/h3>\r\n<p>Our award-winning Facebook team can use HubSpot lists to create custom audiences and remarketing audiences in Facebook Ads. This direct integration means that the custom audiences are refreshed in real time as HubSpot collects more leads, giving our clients more touch points during the buyer journey.<\/p>\r\n<p>For example, we built a custom audience based on home search activity on the website, serving content to these leads which were focused on inventory vs lifestyle information. The integration also allows us to show revenue generated from ads when these leads convert.<\/p>\r\n<h3>#3. Tracking Influenced Contacts and Revenue<\/h3>\r\n<p>Implementation of HubSpot&rsquo;s &ldquo;Campaign&rdquo; feature has allowed the Blue Sky team to show the number of leads influenced by a specific campaign.<\/p>\r\n<p>For example, by assigning specific email assets, workflows, Facebook ad campaigns, and Google ad campaigns to a specific event campaign, we were able to report that the campaign delivered 2 closed deals, and 64 contacts who engaged with the campaign (influenced contacts).<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/HubSpot_Blog_02.png\" alt=\"HubSpot Campaign Report Screenshot Created by Blue Sky Marketing for a Development to Track Influenced Revenue and Contacts\" width=\"750\" height=\"428\" \/><\/p>\r\n<h3>#4. Award-Winning Specialized Email Welcome Series<\/h3>\r\n<p>Blue Sky Marketing has always been an advocate for email drip campaigns, a series of emails that introduce your subscribers to different aspects of the brand and theoretically pushing them further down the funnel.<\/p>\r\n<p>In HubSpot, it is easy to create a welcome series for just a specific segment of buyers with a niche interest. For a 55+ Active Lifestyle Community, our team created a drip campaign of a series of seven emails served over a longer period to maintain contact and interest between development announcements.<\/p>\r\n<p>The campaign achieved benchmarks far higher than industry averages, and the drip campaign earned a Silver Award at the <a href=\"https:\/\/www.buildersshow.com\/\">International Builders' Show (IBS)<\/a>.<\/p>\r\n<ul>\r\n<li>Average open rate: 38.37% (Industry average: 21%)<\/li>\r\n<li>Average click rate: 15.07% (Industry average: 2%)<\/li>\r\n<li>Builder Leads Rate: 12.5% (73 out of 585)<\/li>\r\n<li>Sales from Online Sources: 17 sales (half of initial sales)<\/li>\r\n<\/ul>\r\n<h3>#5. Custom Reporting Dashboards<\/h3>\r\n<p>Our close relationship with our clients means that we identify the metrics that matter to you and assist in building your reporting Dashboards.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/HubSpot_Blog_03.png\" alt=\"HubSpot Screenshot of a Custom Reporting Dashboard Created by Blue Sky Marketing to Show Leads by Lifecycle Stage and Chatbot Source\" width=\"750\" height=\"496\" \/><\/p>\r\n<p>The Blue Sky Team also has a dedicated HubSpot support team to identify other ways to optimize the way you report data and stay on top of new releases in HubSpot&rsquo;s reporting tools.<\/p>\r\n<h1>How to Get Started with HubSpot<\/h1>\r\n<p>Blue Sky Marketing has a proven track record of helping developers and builders grow with HubSpot tools. If you&rsquo;d like to explore the possibilities, book some time to chat. <a href=\"\/contact\">Let&rsquo;s talk about you.<\/a><\/p>","date_modified":"2021-02-17 08:18:10","createdby":"41","modifiedby":"41","newsdate":"2021-02-12 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/blue-sky-marketing-is-a-hubspot-platinum-partner.jpg","headingphoto":null,"meta_title":"Blue Sky Marketing is Now a HubSpot Platinum Partner | Blue Sky Marketing","meta_desc":"Blue Sky Marketing, based in Houston, TX, is pleased to announce that we are now a HubSpot Platinum Partner with a proven record of HubSpot marketing for developers, homebuilders, and more.","is_hidden":"0","target":"","newslink":"\/blog\/1173\/blue-sky-marketing-is-now-a-hubspot-platinum-partner","thumbnail_display":"\/uploads\/images\/blog\/blue-sky-marketing-is-a-hubspot-platinum-partner.jpg","taginfo":{"info":[{"newsid":"1173","tagid":"231","tag":"HubSpot","slug":"hubspot"},{"newsid":"1173","tagid":"233","tag":"Certifications","slug":"certifications"}],"tags":["231","233"],"taglinks":"<a href=\"\/blog\/tag\/hubspot\">HubSpot<\/a>, <a href=\"\/blog\/tag\/certifications\">Certifications<\/a>"},"categoryinfo":{"info":[{"newsid":"1173","catid":"37","category":"Hubspot","slug":""}],"categories":["37"],"categorylinks":"<a href=\"\/blog\/category\/\">Hubspot<\/a>"},"src":"\/uploads\/images\/blog\/blue-sky-marketing-is-a-hubspot-platinum-partner.jpg"},{"id":"1171","title":"Your 2021 Digital Marketing Checklist","dateadded":"2020-12-11 09:27:13","article":"<p>The new year is right around the corner! What does your 2021 digital marketing strategy look like? Have you changed your password recently? Made sure the website is optimized for generating leads?<\/p>\r\n<p>We&rsquo;ve created the ultimate digital marketing checklist - a list of best practices your business can put into action as you plan for 2021. Download our helpful checklist for the best tips in digital marketing in 2021.<\/p>\r\n<h2>Download the Checklist&nbsp;<\/h2>\r\n<p>Complete the form to download the checklist + have it emailed to you.<\/p>\r\n<table cellpadding=\"9\">\r\n<tbody>\r\n<tr>\r\n<td width=\"40%\"><img src=\"\/uploads\/files\/blog\/Blue_Sky_Marketing_Checklist_2021.jpg\" alt=\"Blue Sky Marketing 2021 Digital Marketing Checklist\" width=\"271\" height=\"350\" \/><\/td>\r\n<td width=\"60%\">\r\n<script charset=\"utf-8\" src=\"\/\/js.hsforms.net\/forms\/shell.js\" type=\"text\/javascript\"><\/script>\r\n<script>\/\/ <![CDATA[\r\nhbspt.forms.create({\r\n\tportalId: \"5052826\",\r\n\tformId: \"ab7562d0-792f-438f-a603-360d8e2463e3\"\r\n});\r\n\/\/ ]]><\/script>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>&nbsp;<\/p>\r\n<h2>2021 Marketing Checklist<\/h2>\r\n<p>The new year provides a great opportunity for digital housekeeping!<\/p>\r\n<ul>\r\n<li><strong>Change Your Passwords<\/strong> - You should be changing your password regularly, but it's good digital hygiene to update your passwords each year.<\/li>\r\n<li><strong>Check Your Content Strategy<\/strong> - Does your content in 2021 align with your goals? Check your messaging for seasonality, keyword inclusion, and value to your audience.<\/li>\r\n<li><strong>Lead Generation<\/strong> - Is your website optimized for generating leads? Make sure there are multiple opportunities for visitors to sign up for your newsletter, submit a form, create a login, or download content.<\/li>\r\n<li><strong>Google Analytics Account Health<\/strong> - Audit your Google Analytics account to ensure your metrics align with your goals. Are you tracking everything you'd like to track? Have your goals changed?<\/li>\r\n<li><strong>SEO<\/strong> - Check your organic traffic and position in Google Search Console or a tool like SEM Rush. Does your marketing plan include tactics to grow organically?<\/li>\r\n<li><strong>Email Marketing<\/strong> - Do you have a plan to keep your contacts engaged? Have you considered unsubscribing or archiving contacts who have not engaged with your emails to improve your Open Rates?<\/li>\r\n<li><strong>Automation<\/strong> - Have you found ways to automate your sales and marketing tasks to increase conversion rates? Which content do you need to curate to push leads further down the funnel?<\/li>\r\n<li><strong>Video Marketing<\/strong> - Video was the #1 source of content consumed on social media in 2020. Do you have a video marketing strategy included in your 2021 plan?<\/li>\r\n<li><strong>Organic Social Media<\/strong> - Is your content calendar ready to launch? Create a plan to share your content that includes timely updates.<\/li>\r\n<li><a href=\"\/blog\/1169\/social-media-ad-best-practices--innovations\"><strong>Facebook &amp; Instagram Ads<\/strong><\/a> - Set your ad account up for success by starting with clear objectives, optimized pixels, and creative testing to ensure performance. Optimize creative placements with Facebook's new Creative Hub tools.<\/li>\r\n<li><a href=\"\/blog\/1165\/google-ads-effectively-planning-for-successful-campaigns\"><strong>Google Ads<\/strong><\/a> - Conduct keyword research for opportunities to identify emerging trends that relate to your business, and audit your landing pages to ensure that your ads align with your on-site messaging.<\/li>\r\n<\/ul>\r\n<h2>What&rsquo;s New for Digital Marketing in 2021?<\/h2>\r\n<p>Needless to say, 2020 was a whirlwind of pivoting marketing efforts to meet changing customer needs. This year saw more businesses embracing more robust digital experiences, including:<\/p>\r\n<ul>\r\n<li>Virtual Tours<\/li>\r\n<li>Online Sales Consultations<\/li>\r\n<li>Chatbots and Live Chat<\/li>\r\n<li>Website Redesigns<\/li>\r\n<li>Personalized Email Experiences<\/li>\r\n<li>Stories and Social Outreach<\/li>\r\n<li>Online Applications and Loan Approvals<\/li>\r\n<\/ul>\r\n<p><a href=\"https:\/\/blog.hubspot.com\/marketing\/covid-19-benchmark-data-retro2?_ga=2.194046761.506822835.1607438656-2385879.1595255223\">HubSpot&rsquo;s forecast<\/a> is that the online-conversion based landscape isn&rsquo;t going anywhere and that &ldquo;consumers are getting more familiar with these channels as well. As they continue to interact with brands through a digital landscape, they'll come to expect this environment as the standard for businesses moving forward.&rdquo;<\/p>\r\n<p>Blue Sky&rsquo;s approach to 2021 will include heavily focusing on what we already do best: implement best practices for online user experiences, align content with customer expectations, and deliver content that your prospects will find valuable and influence conversions.<\/p>\r\n<h2>Kick Off Your 2021 Digital Marketing Strategy<\/h2>\r\n<p>As a 100% digital marketing agency, we know that this process can be overwhelming, which is why we made this list easy to download and keep on hand.<\/p>\r\n<p>If you are interested in getting ahead of the game next year, we have you covered. Blue Sky Marketing always has your back and has helped our clients get the results that they need from their digital marketing strategy for the past 10 years.<\/p>\r\n<p>We would like to help your company&rsquo;s digital marketing efforts thrive in the new year. Fill out a <a href=\"\/contact\">contact form<\/a> to start the conversation.<\/p>\r\n<h3>BONUS TIP for Reading to The End<\/h3>\r\n<p><strong>Website Audit!<\/strong> When was the last time you thoroughly reviewed your content on your website for outdated information? Checked your &ldquo;About Us&rdquo; page to make sure it reflects your current team? Have you reviewed your Meta Data for accuracy? The new year is a good time to take a detailed look.<\/p>","date_modified":"2020-12-16 14:34:33","createdby":"41","modifiedby":"41","newsdate":"2020-12-14 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/BSM-Checklist2020_Hero_Image_v2.jpg","headingphoto":null,"meta_title":"Your 2021 Digital Marketing Checklist | Blue Sky Marketing","meta_desc":"We\u00e2\u20ac\u2122ve created the ultimate digital marketing checklist of best practices that your business can put into action to ensure the success of your marketing strategy for the new year.","is_hidden":"0","target":"","newslink":"\/blog\/1171\/your-2021-digital-marketing-checklist","thumbnail_display":"\/uploads\/images\/blog\/BSM-Checklist2020_Hero_Image_v2.jpg","taginfo":{"info":[{"newsid":"1171","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1171","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1171","catid":"6","category":"Email Marketing","slug":"email-marketing"},{"newsid":"1171","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1171","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"1171","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1171","catid":"27","category":"Google","slug":""},{"newsid":"1171","catid":"29","category":"SEO","slug":""},{"newsid":"1171","catid":"33","category":"Paid Search","slug":""},{"newsid":"1171","catid":"36","category":"Blogging","slug":""},{"newsid":"1171","catid":"39","category":"Facebook Ads","slug":""},{"newsid":"1171","catid":"42","category":"Social Ads","slug":""}],"categories":["4","6","12","14","24","27","29","33","36","39","42"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/email-marketing\">Email Marketing<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">Google<\/a>, <a href=\"\/blog\/category\/\">SEO<\/a>, <a href=\"\/blog\/category\/\">Paid Search<\/a>, <a href=\"\/blog\/category\/\">Blogging<\/a>, <a href=\"\/blog\/category\/\">Facebook Ads<\/a>, <a href=\"\/blog\/category\/\">Social Ads<\/a>"},"src":"\/uploads\/images\/blog\/BSM-Checklist2020_Hero_Image_v2.jpg"},{"id":"1170","title":"Blue Sky Marketing Receives 2 Silver Award Honors at NAHB The Nationals","dateadded":"2020-12-09 08:22:41","article":"<p>HOUSTON, TX - December 7, 2020 - NAHB&rsquo;s <a href=\"http:\/\/www.nahb.org\/en\/members\/committees-and-councils\/councils\/national-sales-and-marketing-council\/why-nsmc.aspx\">National Sales and Marketing Council&nbsp;<\/a>(NSMC) has announced Silver Award Winners for <a href=\"https:\/\/thenationals.com\/pages\/winners.php\">The Nationals<\/a>&nbsp;new home sales and marketing awards. Home builders, developers, associates and consultants.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/the-nationals-2020-silver-award-blue-sky-marketing.png\" alt=\"The Nationals | Silver Award \" width=\"500\" height=\"417\" \/><\/p>\r\n<p>The Nationals salutes and honors the best in the building industry for their determination, integrity, creativity and endurance. Silver Award Winners are the top vote recipients in each category and are the finalists for the Gold Award. Gold Awards in each category will be presented in February 2021 in a Virtual Awards Ceremony.<\/p>\r\n<h4><strong>Harvest Green received Silver Award honors for Best Website for a Community.<\/strong><\/h4>\r\n<p>In this category, entrants were judged based on design, effectiveness, use of best practices and user experience. The <strong><a href=\"https:\/\/www.harvestgreentexas.com\/\" target=\"_blank\" rel=\"noopener\">Harvest Green website<\/a><\/strong>, which Blue Sky Marketing was honored to help redesign in May 2020, is a testament to thoughtful, goal-oriented design filled with Harvest Green&rsquo;s unique brand identity featuring subtle animations, texture, and clean UX. 90 days post launch, the new design proved its ability to capture more leads with a 144.44% increase in low-funnel builder contacts.<\/p>\r\n<h4><strong>Blue Sky Marketing received Silver Award honors for Best Marketing Promotion by Supplier or Industry Partner<\/strong><\/h4>\r\n<p>How did Blue Sky Marketing, a digital marketing agency, celebrate a <strong><a href=\"\/blog\/1166\/how-did-we-celebrate-10-years-of-blue-sky-marketing\">10th anniversary<\/a><\/strong> during COVID-19? Virtually, of course! Our goals were to thank clients in a personal and engaging way while&nbsp;growing awareness of our services among clients and prospective clients to increase interest in additional projects or retainer scopes. Our 10-day long online marketing plan involved interactive bingo, an email series, swag bags delivery and ended with a Zoom BINGO Happy Hour on our anniversary date. This celebration was both entertaining and engaging, while also opening conversations for additional projects among current clients.<\/p>\r\n<p>\"The Nationals are the most prestigious awards of their kind, setting the benchmark for innovations in new home design, marketing and sales,\" said Angela Harris, chairperson of the Nationals. \"NAHB's commitment to recognizing originality, imagination and success has been exemplified by its award winners since the competition's inception.\"<\/p>\r\n<p>Started in 1982 as the Institute of Residential Marketing, The Nationals award program continues to recognize superior new home sales and marketing achievements.&nbsp; With 61 categories across various disciplines of the new home industry, the awards honor excellence in product and community design, advertising, marketing and sales achievements by individuals and sales teams. During a four-day judging process, a panel of 9 industry professionals from across the country determined the Silver and Gold award winners from a field of over 900 entries. The Nationals are co-sponsored by <a href=\"https:\/\/www.wellsfargo.com\/mortgage\/tools\/resourcesforagentsandbuilders\/builders\">Wells Fargo Home Mortgage<\/a>.<\/p>\r\n<p><strong>To view all the Silver Award Winners or to order tickets to the event, visit <a href=\"http:\/\/www.thenationals.com\/\">http:\/\/www.thenationals.com<\/a><\/strong><\/p>","date_modified":"2020-12-09 08:29:08","createdby":"41","modifiedby":"41","newsdate":"2020-12-09 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/blue-sky-marketing-wins-silver-the-nationals.jpg","headingphoto":null,"meta_title":"Blue Sky Marketing Receives 2 Silver Award Honors at NAHB The Nationals","meta_desc":"Blue Sky Marketing and client Harvest Green by Johnson Development are proud to take home Silver Award honors at The Nationals New Home Sales and Marketing Awards. ","is_hidden":"0","target":"","newslink":"\/blog\/1170\/blue-sky-marketing-receives-2-silver-award-honors-at-nahb-the-nationals","thumbnail_display":"\/uploads\/images\/blog\/blue-sky-marketing-wins-silver-the-nationals.jpg","taginfo":{"info":[{"newsid":"1170","tagid":"232","tag":"awards","slug":"awards"}],"tags":["232"],"taglinks":"<a href=\"\/blog\/tag\/awards\">awards<\/a>"},"categoryinfo":{"info":[{"newsid":"1170","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1170","catid":"43","category":"Awards","slug":""}],"categories":["3","43"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/\">Awards<\/a>"},"src":"\/uploads\/images\/blog\/blue-sky-marketing-wins-silver-the-nationals.jpg"},{"id":"1169","title":"Social Media Ad Best Practices & Innovations","dateadded":"2020-11-04 09:42:32","article":"<p><span data-contrast=\"auto\">Everyone knows that social media is a constantly evolving platform that we as marketers need to adapt to the new rules of engagement monthly if not weekly or hourly it seems at times. And with the way that Facebook, who also owns Instagram, is regularly changing their ads platform to provide consumers engaging content and advertisers better ways to stay relevant and stand out among the sea of posts. Testing is key for sure, but not all&nbsp;<\/span><span data-contrast=\"auto\">shiny<\/span><span data-contrast=\"auto\">&nbsp;objects are worth jumping at. Here is our list of the top&nbsp;<\/span><span data-contrast=\"auto\">4<\/span><span data-contrast=\"auto\">&nbsp;things we&rsquo;ve learned and loved over the past 6 months of optimizing client campaigns.&nbsp;<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><span data-ccp-props=\"{}\">&nbsp;<br \/><br \/><\/span><strong><span data-contrast=\"auto\">1. Creative quality matters and v<\/span><\/strong><strong><span data-contrast=\"auto\">ideo moves people<\/span><\/strong><strong><span data-contrast=\"auto\">.<br \/><\/span><\/strong><span data-contrast=\"auto\">Mobile first creative is key to winning in the social space.&nbsp;<\/span><span data-contrast=\"auto\">With strategic creative, you can increase not just your conversion rate but also lower your CPM at auction. What is mobile first creative?&nbsp;<\/span><span data-ccp-props=\"{}\">&nbsp;<br \/><\/span><\/p>\r\n<table style=\"margin-left: auto; margin-right: auto;\">\r\n<tbody>\r\n<tr>\r\n<td><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/Imperial_Square_Video.png\" alt=\"Imperial Square Video Ad by Blue Sky Marketing\" width=\"296\" height=\"543\" \/><\/td>\r\n<td style=\"text-align: center;\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/Imperial_Stories_Creative.png\" alt=\"Imperial Stories Creative Ad by Blue Sky Marketing\" width=\"310\" height=\"543\" \/><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<ul>\r\n<li><span data-contrast=\"auto\">Short (15 seconds or less)&nbsp;<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"\u00ef\u201a\u00b7\" data-font=\"Symbol\" data-listid=\"20\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">S<\/span><span data-contrast=\"auto\">quare or 4:5 or 9:16 aspect ratios&nbsp;<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"\u00ef\u201a\u00b7\" data-font=\"Symbol\" data-listid=\"20\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">D<\/span><span data-contrast=\"auto\">esigned for sound off&nbsp;<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"\u00ef\u201a\u00b7\" data-font=\"Symbol\" data-listid=\"20\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Concise, with message present soon and&nbsp;<\/span><span data-contrast=\"auto\">consistently<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">&nbsp;<\/span><\/li>\r\n<\/ul>\r\n<p><span data-contrast=\"auto\">In&nbsp;<\/span><span data-contrast=\"auto\">one<\/span><span data-contrast=\"auto\">&nbsp;case, these mobile-first creative tips increase ROAS by 31%<\/span><span data-contrast=\"auto\">*<\/span><span data-contrast=\"auto\">.&nbsp;<\/span><span data-contrast=\"auto\">Square and Stories videos are doing well for grabbing attention and&nbsp;<\/span><span data-contrast=\"auto\">keeping focus in order to convey brand stories in ways that words alone cannot. Videos&nbsp;<\/span><span data-contrast=\"auto\">on social&nbsp;<\/span><span data-contrast=\"auto\">don&rsquo;t require sound but they do require a story and brand presence quickly and often.&nbsp;<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\r\n<p><span data-contrast=\"auto\">Ad types we&rsquo;re not jumping on the bandwagon for all clients: Collection ads.<\/span><span data-contrast=\"auto\">&nbsp;Why? Collection ads, while captivating in the News Feed, have some major drawbacks:&nbsp;<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\r\n<ul>\r\n<li data-leveltext=\"\u00ef\u201a\u00b7\" data-font=\"Symbol\" data-listid=\"23\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">T<\/span><span data-contrast=\"auto\">he Collection design is only available in Facebook Mobile News Feed so you&rsquo;re missing the opportunity to run your creative in any other placement, which greatly increases your CPM.<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"\u00ef\u201a\u00b7\" data-font=\"Symbol\" data-listid=\"23\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">W<\/span><span data-contrast=\"auto\">e have no Analytics on engagement with an Instant Experience (no time viewing, no interaction with elements there, etc.). It's like a black hole where we can't really track performance.&nbsp;<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"\u00ef\u201a\u00b7\" data-font=\"Symbol\" data-listid=\"23\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">W<\/span><span data-contrast=\"auto\">e are \"stealing\" website traffic from the website that we could potentially remarket to with other media (like Google display)<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"\u00ef\u201a\u00b7\" data-font=\"Symbol\" data-listid=\"23\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">I<\/span><span data-contrast=\"auto\">n other tests we've run, this ad type produces no better conversion rates to lead forms than other ad types, and in most instances, generates many less sessions. Does it have a place for some clients? YES!&nbsp;<\/span><span data-contrast=\"auto\">But we&rsquo;re not finding it perform better than straightforward ads with mobile-first designed video.<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">&nbsp;<\/span><\/li>\r\n<\/ul>\r\n<p><strong><span data-contrast=\"auto\">2. Mobile&nbsp;<\/span><\/strong><strong><span data-contrast=\"auto\">Optimized Landing Pages. <br \/><\/span><\/strong>W<span data-contrast=\"auto\">e&rsquo;ve been testing with landing pages quite a bit in the past 6 months, and specifically from a mobile first&nbsp;<\/span><span data-contrast=\"auto\">lens<\/span><span data-contrast=\"auto\">. Here are some questions you should ask yourself:&nbsp;<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\r\n<ul>\r\n<li data-leveltext=\"\u00ef\u201a\u00b7\" data-font=\"Symbol\" data-listid=\"24\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">What is the page load speed?&nbsp;<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"\u00ef\u201a\u00b7\" data-font=\"Symbol\" data-listid=\"24\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">How much scrolling does someone have to do before getting to our desired action?&nbsp;<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"\u00ef\u201a\u00b7\" data-font=\"Symbol\" data-listid=\"24\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Does the mobile experience enhance or detract from that desired action with too many words, images, decisions before?&nbsp;<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"\u00ef\u201a\u00b7\" data-font=\"Symbol\" data-listid=\"24\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Does the user &ldquo;follow the scent&rdquo;, meaning, does the landing page feel like the ad and deliver on their expected experience?<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">&nbsp;<br \/><\/span><\/li>\r\n<\/ul>\r\n<p><strong><span data-contrast=\"auto\">3. Integrations with Dynamic Catalogs<\/span><\/strong><strong><span data-contrast=\"auto\"><br \/><\/span><\/strong><span data-contrast=\"auto\">If you&rsquo;ve got inventory of any kind, you can likely create a catalog with which to generate dynamic ads. There are catalog options for e-<\/span><span data-contrast=\"auto\">commerce, real estate, travel, auto<\/span><span data-contrast=\"auto\">. We&rsquo;ve been testing a lot with dynamic inventory ads for real estate in 2020 with great success at generating lead forms.&nbsp;<\/span><span data-contrast=\"auto\">An a<\/span><span data-contrast=\"auto\">dded bonus is the&nbsp;<\/span><span data-contrast=\"auto\">pixel optimizes based on user history&nbsp;<\/span><span data-contrast=\"auto\">on your website&nbsp;<\/span><span data-contrast=\"auto\">for which&nbsp;<\/span><span data-contrast=\"auto\">listings&nbsp;<\/span><span data-contrast=\"auto\">to show<\/span><span data-contrast=\"auto\">&nbsp;that will re-engage for that purchase moment. We&rsquo;ve been combining with a high funnel, mid-funnel and bottom funnel approach. It&rsquo;s the perfect example of delivering the right product, at the right time to the right person.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\r\n<p><span data-ccp-props=\"{}\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/First_America_Homes_Dynamic_Inventory.png\" alt=\"FAH_Social Ad Campaign\" width=\"286\" height=\"444\" \/><br \/><\/span><strong><span data-contrast=\"auto\">4. Integration with Tracking Tools<br \/><\/span><\/strong><span data-contrast=\"auto\">We&rsquo;ve also been embracing the mentality of &ldquo;give the pixel all the details of the buyer journey&rdquo; in building a more robust map of data to help the algorithm find similar users as well as track secondary conversions.&nbsp;<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\r\n<p><span data-ccp-props=\"{}\"><img src=\"\/uploads\/CallRail_Integration.png\" alt=\"CallRail Integration Data by Blue Sky Marketing\" width=\"913\" height=\"559\" \/><\/span><\/p>\r\n<ul>\r\n<li data-leveltext=\"\u00ef\u201a\u00b7\" data-font=\"Symbol\" data-listid=\"26\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">We&rsquo;ve been leaning in to custom conversions and standard events to track<\/span><span data-contrast=\"auto\">&nbsp;all form completions<\/span><span data-contrast=\"auto\">&nbsp;or add&nbsp;<\/span><span data-contrast=\"auto\">shopping cart<\/span><span data-contrast=\"auto\">&nbsp;as well as mid-funnel actions as well.&nbsp;<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"\u00ef\u201a\u00b7\" data-font=\"Symbol\" data-listid=\"26\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Another exciting test we&rsquo;ve run is with&nbsp;<\/span><span data-contrast=\"auto\">CallRail<\/span><span data-contrast=\"auto\">&nbsp;for attributing&nbsp;<\/span><span data-contrast=\"auto\">offline events like&nbsp;<\/span><span data-contrast=\"auto\">phone&nbsp;<\/span><span data-contrast=\"auto\">calls<\/span><span data-contrast=\"auto\">&nbsp;that were generated by Facebook or Instagram ads.&nbsp;<\/span><span data-contrast=\"auto\">&nbsp;<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"\u00ef\u201a\u00b7\" data-font=\"Symbol\" data-listid=\"26\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">And we love the HubSpot integration to track to-the-ad engagement with contacts to identify persona targets and measuring influenced contacts in the CRM.<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true}\">&nbsp;<\/span><\/li>\r\n<\/ul>\r\n<p><span data-contrast=\"auto\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/Viridian_HubSpot_Ad_Integration.png\" alt=\"Viridian HubSpot Ad Integration by Blue Sky Marketing\" width=\"609\" height=\"180\" \/><\/span><\/p>\r\n<p><span data-contrast=\"auto\">Interested in taking your social ads to the next level? Our team combines the right amount of creative storytelling know-how with technical savvy to build strong campaigns that meet your marketing and sales objectives, not just the shiny metrics that social ads are known for in years past. Let us help you make your social ads budget work harder and generating sales-aligned metrics.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\r\n<p><span data-contrast=\"auto\">*Per Facebook findings presented in webinar &ldquo;Creative&nbsp;<\/span><span data-contrast=\"auto\">considerations<\/span><span data-contrast=\"auto\">&nbsp;<\/span><span data-contrast=\"auto\">for the holiday<\/span><span data-contrast=\"auto\">&nbsp;<\/span><span data-contrast=\"auto\">season<\/span><span data-contrast=\"auto\">.&rdquo;<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>","date_modified":"2020-11-04 11:00:56","createdby":"58","modifiedby":"58","newsdate":"2020-10-30 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/SocialMedia.png","headingphoto":null,"meta_title":"Social Media Ad Strategy and Best Practices","meta_desc":"Social Media ad platforms provide consumers engaging content and advertisers better ways to stay relevant. Testing is key for sure, but not all\u00c2\u00a0that glitters is gold. Here's our list of recommendations for optimizing client campaigns. ","is_hidden":"0","target":"","newslink":"\/blog\/1169\/social-media-ad-best-practices--innovations","thumbnail_display":"\/uploads\/images\/blog\/SocialMedia.png","taginfo":{"info":[{"newsid":"1169","tagid":"198","tag":"facebook ads","slug":"facebook-ads"},{"newsid":"1169","tagid":"212","tag":"social media ads","slug":"social-media-ads"},{"newsid":"1169","tagid":"226","tag":"Instagram Ads","slug":"instagram-ads"},{"newsid":"1169","tagid":"227","tag":"CPM","slug":"cpm"},{"newsid":"1169","tagid":"228","tag":"Collection Ads","slug":"collection-ads"},{"newsid":"1169","tagid":"229","tag":"Dynamic Ads","slug":"dynamic-ads"},{"newsid":"1169","tagid":"230","tag":"Tracking Tools","slug":"tracking-tools"},{"newsid":"1169","tagid":"231","tag":"HubSpot","slug":"hubspot"}],"tags":["198","212","226","227","228","229","230","231"],"taglinks":"<a href=\"\/blog\/tag\/facebook-ads\">facebook ads<\/a>, <a href=\"\/blog\/tag\/social-media-ads\">social media ads<\/a>, <a href=\"\/blog\/tag\/instagram-ads\">Instagram Ads<\/a>, <a href=\"\/blog\/tag\/cpm\">CPM<\/a>, <a href=\"\/blog\/tag\/collection-ads\">Collection Ads<\/a>, <a href=\"\/blog\/tag\/dynamic-ads\">Dynamic Ads<\/a>, <a href=\"\/blog\/tag\/tracking-tools\">Tracking Tools<\/a>, <a href=\"\/blog\/tag\/hubspot\">HubSpot<\/a>"},"categoryinfo":{"info":[{"newsid":"1169","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1169","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"1169","catid":"31","category":"Social Media Marketing","slug":""},{"newsid":"1169","catid":"42","category":"Social Ads","slug":""}],"categories":["3","14","31","42"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/\">Social Media Marketing<\/a>, <a href=\"\/blog\/category\/\">Social Ads<\/a>"},"src":"\/uploads\/images\/blog\/SocialMedia.png"},{"id":"1167","title":"Google Ads: Housing Advertising Changes You Need To Know","dateadded":"2020-08-27 20:34:08","article":"<p><span style=\"font-weight: 400;\">Google Ads recently updated its policy to prohibit advertisers that place ads for employment, housing, or credit services from targeting or excluding ads &ldquo;based on gender, age, parental status, marital status, or ZIP code.&rdquo; These changes will take effect on <strong>October 19<\/strong><\/span><strong>th, 2020<\/strong><span style=\"font-weight: 400;\">.<\/span><\/p>\r\n<h2><strong>What's Going Away in Google Ads Targeting for Housing&nbsp;<\/strong><\/h2>\r\n<p>Unlike some other ad platforms, Google Ads has never given advertisers the option to target based on race, nationality, religion, or disability. Google Ads did, however, allow ad targeting based on sex\/gender, age, zip code, and familial status. The following are going away as targeting options in October:<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>Gender Targeting:&nbsp;<\/strong> Women play an outsized role in homebuying decisions. Targeting a female skewed audience is no longer an option in Google Ads for housing. The Blue Sky Marketing team agrees that this impact will mostly be felt in Community Event marketing where Display Ads are utilized. However, Google's responsive display ad programs are AI-focused so this impact will be marginal.&nbsp;&nbsp;<\/p>\r\n<p style=\"padding-left: 30px;\"><span style=\"font-weight: 400;\"><strong>Age Targeting:&nbsp;<\/strong>Age targeting will no longer be allowed in Google Ads campaigns for housing. The impact here is mainly felt in Active Adult 55+ marketing where Age-Targeting or Age-Restriction is part of the marketing. For some builders or developers who focus on life stage like First Time Homebuyers, this will have an effect so your agency needs to understand this restriction. To circumvent this, our Google Ads team has historically used match lists (IDFA or hashed data targeted lists) so we have an effective plan in place, do you?&nbsp;<\/span><\/p>\r\n<p style=\"padding-left: 30px;\"><strong>Zip Code Targeting<\/strong>: While ZIP code targeting is not explicitly prohibited per FHA guidelines, it can easily be used to target other categories indirectly, such as race or ethnicity, because some zip codes are highly segregated. It&rsquo;s for this reason that Google Ads is eliminating this option, as Facebook did in 2019. We can continue to target based on a radius so identifying your best conversion zones and building campaigns targeting those areas will be critical.&nbsp;<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>Parental Status<\/strong>: Although parental status is being removed, Google is continuing with Life Events which approximates this category for all intents. Parental Status was not a key indicator for results previously so we do not predict a huge impact here.&nbsp;<\/p>\r\n<h2><span style=\"font-weight: 400;\"><strong>In Good News on Targeting&nbsp;<\/strong><\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\"><strong>We will continue to target based on:&nbsp;<\/strong><\/span><\/p>\r\n<ol>\r\n<li>\r\n<p>Radius targeting around locations down to a 1-mile radius&nbsp;<\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"font-weight: 400;\">Household Income<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"font-weight: 400;\">Homeownership Status<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"font-weight: 400;\">Education and Employment<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"font-weight: 400;\">Customer Match and Remarketing<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"font-weight: 400;\">Life Events<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"font-weight: 400;\">In-Market Audiences (Home sales or rental seekers) remain<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"font-weight: 400;\">Contextual Targeting<\/span><\/p>\r\n<\/li>\r\n<li>\r\n<p><span style=\"font-weight: 400;\">Smart Bidding is not impacted (except demographic) &nbsp;<\/span><\/p>\r\n<\/li>\r\n<\/ol>\r\n<p style=\"background: white; margin: 0in 0in 15.0pt 0in;\"><span style=\"color: #141414;\">One key difference between Facebook&rsquo;s and Google&rsquo;s policy is that Google is <strong>NOT<\/strong> eliminating Household Income (HHI) targeting. Because HHI uses location-based data as a determining indicator, advertisers who effectively use HHI will be less impacted by the removal of ZIP code targeting.<\/span><\/p>\r\n<h2><strong>What Does This Mean For You?<\/strong><\/h2>\r\n<p><img style=\"float: right;\" src=\"\/uploads\/images\/blog\/Blue-Sky-Master-Planned-Communities.png\" alt=\"Blue-Sky-Master-Planned-Communities\" width=\"475\" height=\"220\" \/><\/p>\r\n<p><span style=\"font-weight: 400;\">While the elimination of age and other demographic data points may seem alarming, due to the power of artificial intelligence (AI) and machine learning, the impact should be minimal as long as you or your agency are correctly leveraging Google&rsquo;s AI and machine learning capabilities.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Google uses AI and machine learning to optimize campaigns with technology called &ldquo;signals<\/span><span style=\"font-weight: 400;\">.&rdquo; Every Google search performed has an identifying signal attached to it, just like a digital footprint. Some of these signals include age, location, gender, etc.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Because of these signals, if your <a href=\"\/blog\/1165\/google-ads-effectively-planning-for-successful-campaigns\">Google Ads campaigns<\/a> have a solid foundation and follow best practices, they will not target individuals who are unlikely to convert based on their historical data. Google Ads&rsquo; Smart Bidding ensures this by automatically bidding lower on certain users. <\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">For example, if you are a custom home builder with prices in the $800s, the 18-24 age range will not convert into leads. After it completes a learning period of around 7 days, Google will simply stop bidding on those individuals.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">On the other hand, Google knows that if advertisers stop seeing results due to this change, they will stop spending money &mdash; which Google will not risk, given that advertising is 71% of its revenue. Google might not allow you to explicitly target certain segments via the Google Ads, but its AI and machine learning will continue to use all available data points to achieve the best results possible for its advertisers so that they continue to spend.<\/span>&nbsp;<\/p>\r\n<h2><strong>Conclusion<\/strong><\/h2>\r\n<p><span style=\"font-weight: 400;\">While these targeting options might seem like a significant loss for advertisers in housing, keep in mind what makes Google Ads unique from other platforms &mdash; keywords. What makes <a href=\"\/blog\/1160\/google-ads-how-to-plan-for-ppc-spending\">Google Paid Search<\/a> such an effective digital marketing channel is that the phrases that people search on Google are highly accurate indicators of intent.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">If someone searches &ldquo;master-planned communities,&rdquo; their age doesn&rsquo;t really matter. Most will be of the age where they are actively searching for a master-planned community. Of course, there will also be a few younger individuals searching for their parents who we also want to reach. There simply aren&rsquo;t that many teens searching &ldquo;master-planned communities.&rdquo;&nbsp;<\/span><\/p>\r\n<h3 style=\"text-align: center;\"><span style=\"font-weight: 400;\">Having trouble navigating Google Ads?<br \/>Blue Sky Marketing can help. <a href=\"\/contact\">Contact us!<\/a><\/span><\/h3>\r\n<p>&nbsp;<\/p>","date_modified":"2020-09-09 06:11:11","createdby":"55","modifiedby":"12","newsdate":"2020-09-09 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Google-Ads-Housing-Blue-Sky.png","headingphoto":null,"meta_title":"Google Ads: Housing Changes You Need To Know About","meta_desc":"Google is changing its Ads platform to exclude certain metrics for Housing, Employment and Credit. Here's what to expect and how you should adjust your campaigns to reach your target audience. ","is_hidden":"0","target":"","newslink":"\/blog\/1167\/google-ads-housing-advertising-changes-you-need-to-know","thumbnail_display":"\/uploads\/images\/blog\/Google-Ads-Housing-Blue-Sky.png","taginfo":{"info":[{"newsid":"1167","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1167","catid":"33","category":"Paid Search","slug":""},{"newsid":"1167","catid":"34","category":"Google Ads","slug":""}],"categories":["33","34"],"categorylinks":"<a href=\"\/blog\/category\/\">Paid Search<\/a>, <a href=\"\/blog\/category\/\">Google Ads<\/a>"},"src":"\/uploads\/images\/blog\/Google-Ads-Housing-Blue-Sky.png"},{"id":"1166","title":"How Did We Celebrate 10 Years of Blue Sky Marketing?","dateadded":"2020-08-25 14:04:11","article":"<p>What does a firm specializing in digital marketing do when it turns 10 during a pandemic?<\/p>\r\n<p>Take the celebration virtual.<\/p>\r\n<p>Blue Sky Marketing did exactly that in a full-fledged celebratory campaign that stretched over 10 days and included daily eblasts, social media posts and games while also supporting local charities. <a href=\"https:\/\/www.youtube.com\/watch?v=2EQrWIPFctk&amp;list=PLX57gdzLYtETae65PO2WkTKNXkmfUAdPK\" target=\"_blank\" rel=\"noopener\">Watch our 10th-anniversary videos on YouTube.<\/a><\/p>\r\n<p>&ldquo;We wanted to throw a party much like what we did for our fifth anniversary, but with the pandemic, the timing just wasn&rsquo;t right,&rdquo; said Michelle LeBlanc, Founder and Chief Marketing Strategist of Blue Sky Marketing. &ldquo;Instead, we celebrated our clients and team members all while having a little fun.&rdquo;<\/p>\r\n<p>Daily emails were the foundation of the campaign with more than 33,000 emails delivered from Aug. 1-10. The emails touted Blue Sky Marketing services, as well as client successes, and drove people to the website where they could play an online game of Bingo where everyone could win. Veering from the normal game, the Blue Sky version asked people to take action &mdash; write a marketing-related Haiku poem and share it, share a photo of a favorite quarantine moment, read a post from the Blue Sky Marketing blog, give to a local classroom via DonorsChoose.org, and more. Those who completed five tasks in a row won a prize.<\/p>\r\n<!------------------------   Bingo card - Email #1-600x300   ------------------------>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/BSM_10_Years_BINGO_Celebration.gif\" width=\"600\" height=\"300\" \/><\/p>\r\n<p>Complementing the email campaign, Blue Sky Marketing posted team photos and client successes on LeBlanc&rsquo;s and the company&rsquo;s Facebook, Instagram and LinkedIn pages. Culminating the celebration was a Zoom party with 35 people that also included prize-yielding games of Bingo. The final, overall prize was a $500 gift to the charity of the winner&rsquo;s choice.<\/p>\r\n<p>&ldquo;It was good to see everyone&rsquo;s faces &mdash; several of whom we haven&rsquo;t seen in months,&rdquo; LeBlanc said. &ldquo;We also spied a couple of spouses, five dogs, a moose with her calf and seven kids as nearly everyone played from home.&rdquo;<\/p>\r\n<p>LeBlanc founded Blue Sky Marketing in 2010 after 16 years of working in upper management for branding and marketing consultancies.<\/p>\r\n<p>&ldquo;I like to say it was founded on a rooftop deck with a cocktail in one hand and infinite possibilities in the other,&rdquo; she said. &ldquo;With a blue sky overhead, it was onward and ever upwards.&rdquo;<\/p>\r\n<p>One month after that fateful deliberation, Blue Sky Marketing was providing services to its first client &mdash; Buc-ee&rsquo;s. Other clients soon followed and now the company serves a variety of industries, from restaurant and hospitality, to professional services to real estate. Services include marketing strategy, website development, SEO, social media marketing and advertising, PPC, marketing automation, creative design and content development.<\/p>\r\n<p>&ldquo;We&rsquo;re a team of 14 digital marketing professionals that are spread throughout the nation,&rdquo; LeBlanc said. &ldquo;Because we employ a 100 percent remote work model, we can hire the best talent regardless of location.&rdquo;<\/p>","date_modified":"2020-08-28 10:25:52","createdby":"13","modifiedby":"53","newsdate":"2020-08-25 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Kate Nilsen","thumbnail":"\/uploads\/images\/blog\/BSM-10years.jpg","headingphoto":null,"meta_title":"Blue Sky Marketing Celebrates 10 Years  with Far-Reaching Virtual Campaign","meta_desc":"We celebrated 10 years in a full-fledged celebratory campaign that stretched over 10 days and included daily eblasts, social media posts and games while also supporting local charities.","is_hidden":"0","target":"","newslink":"\/blog\/1166\/how-did-we-celebrate-10-years-of-blue-sky-marketing","thumbnail_display":"\/uploads\/images\/blog\/BSM-10years.jpg","taginfo":{"info":[{"newsid":"1166","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1166","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/uploads\/images\/blog\/BSM-10years.jpg"},{"id":"1165","title":"Google Ads: Effectively Planning for Successful Campaigns","dateadded":"2020-08-24 13:37:08","article":"<p>&nbsp;<\/p>\r\n<p><span style=\"font-weight: 400;\">By now, most people have at least a base-level understanding of what PPC (pay-per-click) is and what it&rsquo;s meant to achieve. My father, for instance, has managed to make it to 2020 not entirely sure if he &ldquo;has email.&rdquo; With this in mind, he understands enough about PPC to think of it as the yellow pages for the internet.&nbsp;<\/span><\/p>\r\n<p><img style=\"float: right; padding: 0px 0px 10px 10px;\" src=\"\/uploads\/images\/blog\/Google-Ad-Campaigns.jpg\" alt=\"Google Ad Campaigns with Blue Sky Marketing\" width=\"500\" height=\"271\" \/><\/p>\r\n<p><span style=\"font-weight: 400;\">To break it down in layman&rsquo;s terms, PPC acts as the facilitator, or perhaps the liaison, between a product or service for those that are searching online. A great majority of clients that I&rsquo;ve worked with through the past decade recognize the benefits of running <a href=\"\/marketing_communications\">ad campaigns for business<\/a> via PPC.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Every so often I do hear some variation of &ldquo;PPC doesn&rsquo;t work for my industry.&rdquo; This sentiment often stems from either a negative experience with a previous agency or an attempt to run an ad account in-house with little to no experience and thus, results in poor ad performance and little measurable return on investment. Regardless of the negative impression catalyst, there are many factors that affect how fruitful PPC will be before deciding PPC won&rsquo;t work for your industry. <\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In my experience, I have yet to encounter an industry or product that doesn&rsquo;t have an audience. Like many things, sometimes it&rsquo;s just a small pivot or approach that makes it all come together successfully. Here are some things that should be considered once budgetary restraints are removed.<\/span>&nbsp;<\/p>\r\n<h2><strong>How Is Campaign Success Being Determined?<\/strong><\/h2>\r\n<p><span style=\"font-weight: 400;\">More often than not, a client&rsquo;s goal will be to drive engagement on a website in the form of calls, contact forms, or purchases<\/span><span style=\"font-weight: 400;\">. <\/span><span style=\"font-weight: 400;\">With this<\/span> <span style=\"font-weight: 400;\">understanding<\/span><span style=\"font-weight: 400;\">,<\/span><span style=\"font-weight: 400;\"> your expected ROAS (return on ad spend) will help set the framework for ensuring your <a href=\"\/blog\/1160\/google-ads-how-to-plan-for-ppc-spending\">revenue from ad spend<\/a> is higher than the ad spend itself.&nbsp;<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Looking to drive in-person engagement? For instance, a restaurant might be more focused on increasing awareness and driving foot traffic through an ad-click than online sales or purchases. This metric would be more than just digital engagement alone. Ensuring every step the user will take is aligned with the end goal of driving in-person traffic is crucial to campaign success.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Determining the desired outcome is the foundation of every successful <a href=\"\/online_marketing\">digital marketing strategy<\/a><\/span><span style=\"font-weight: 400;\">. <\/span><span style=\"font-weight: 400;\">Laying this foundation is critical to ensure results.<\/span>&nbsp;<\/p>\r\n<h2><strong>User Experience and How it Affects Your Bottom Line<\/strong><\/h2>\r\n<p><span style=\"font-weight: 400;\">Many things can be used to achieve an increase in relevant traffic and ad clicks, but what comes after a user clicks an ad is determined by the user experience on your site and less controlled by an ad platform. If the goal is sales, what actions are available, and how easy is it for a user to convert or make a purchase? Proper goal tracking, <a href=\"\/web-development-design\">optimal page speed<\/a>, mobile-friendliness, and even website copy are all measurable factors to weigh carefully in determining the success of a campaign. <\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">You want to ensure the path a user takes from an initial search to goal completion is as quick and easy as possible. Reassure the user at every step that, &ldquo;yes, this is the place I need to be&rdquo;, and make it easy to convert an ad click into a lead\/sale.&nbsp;<\/span><\/p>\r\n<h2><strong>Let Blue Sky Marketing Help<\/strong><\/h2>\r\n<p><span style=\"font-weight: 400;\">While it&rsquo;s difficult to guarantee and predict an exact audience for each business or product, we can help determine a strategy for you.&nbsp;If you need help building and executing in Google Ads, let's talk.<\/span><\/p>\r\n<h3 style=\"text-align: center;\"><a href=\"\/contact\"><span class=\"button\" style=\"font-weight: 400;\">&nbsp; Get started&nbsp;&nbsp;<\/span><\/a><\/h3>","date_modified":"2020-08-24 14:59:21","createdby":"55","modifiedby":"55","newsdate":"2020-08-24 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Google-Ads-Success.jpg","headingphoto":null,"meta_title":"Google Ads: Effectively Planning for Successful Campaigns","meta_desc":"Google Ads can be overwhelming. With strategic planning, you can effectively maximize your budget while meeting advertising goals for your business. ","is_hidden":"0","target":"","newslink":"\/blog\/1165\/google-ads-effectively-planning-for-successful-campaigns","thumbnail_display":"\/uploads\/images\/blog\/Google-Ads-Success.jpg","taginfo":{"info":[{"newsid":"1165","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1165","catid":"33","category":"Paid Search","slug":""},{"newsid":"1165","catid":"34","category":"Google Ads","slug":""}],"categories":["33","34"],"categorylinks":"<a href=\"\/blog\/category\/\">Paid Search<\/a>, <a href=\"\/blog\/category\/\">Google Ads<\/a>"},"src":"\/uploads\/images\/blog\/Google-Ads-Success.jpg"},{"id":"1164","title":"How Does COVID-19 Affect Marketing for Homebuilders?","dateadded":"2020-08-11 14:44:32","article":"<p>Make no mistake &ndash; COVID-19 and the new normal will change homebuilding. Home is everything now &ndash; these days, home is where you work, entertain and educate your children, and stay safe in an ever-changing world.<\/p>\r\n<p>The lasting effects will make their way into new home construction. Below are some ways that we believe will help homeowners live healthier and safer lives.<\/p>\r\n<h2>A New Homebuying Experience &ndash; Virtual Tours<\/h2>\r\n<p>Did you know that <a href=\"https:\/\/www.redfin.com\/blog\/one-in-three-recent-homebuyers-made-an-offer-sight-unseen-up-from-one-in-five-a-year-ago\/\">41% of Millennials put an offer on a home without seeing it<\/a>? It&rsquo;s because the new generation of homebuyer can find out almost everything they need to know about a home online, and they <em>want <\/em>to be able to complete most of their customer journey online.<\/p>\r\n<p>This bodes well for your digital marketing strategy for two reasons:<\/p>\r\n<ol>\r\n<li>Facebook and Google Ads can reach your audience where they are already shopping.<\/li>\r\n<li>Streamlined user experiences on the website help capture leads and nurture them into homebuyers.<\/li>\r\n<\/ol>\r\n<p><strong>Virtual tours are no longer optional.<\/strong> It is no longer &ldquo;this would be nice&rdquo; value-add on. Your buyers want to be able to experience potential new homes from the comfort of their current home.<\/p>\r\n<h3><strong>5 Tips to Make the Most from the Virtual Home Experience: <\/strong><\/h3>\r\n<ol>\r\n<li>Add highly visible buttons to your model homes and spec homes for &ldquo;Take a Virtual Tour&rdquo; linking to virtual tour partners like <a href=\"https:\/\/matterport.com\/\">Matterport<\/a>.<br \/><br \/><\/li>\r\n<li>Ensure that forms are on the same page as the Virtual Tour pages to quickly capture your prospects while their interest is high<br \/><br \/><\/li>\r\n<li>Provide interactive virtual tours and have your sales rep schedule a time to take your prospects through the model home (or spec home) via Zoom, Facetime, or Google Hangouts.<br \/><br \/><\/li>\r\n<li>Can AI help you launch an unattended visit to a model home or spec home, similar to <a href=\"https:\/\/www.opendoor.com\/\">OpenDoor<\/a>?<br \/><br \/><\/li>\r\n<li>Launch a chatbot &ndash; home buyers are reluctant to speak to a human early in the shopping journey. This is an opportunity to have a touchpoint outside of office hours.<\/li>\r\n<\/ol>\r\n<h2>What Will Homebuyers Want After COVID-19?<\/h2>\r\n<p>A new home is not a new address &ndash; it&rsquo;s a new lifestyle&mdash;a new chapter in your Prospect&rsquo;s life story&mdash; and that story has changed in the wake of the pandemic. Needs have changed, and the home is already changing to accommodate those needs.<\/p>\r\n<p>Here are a few marketing messages we anticipate homebuyers will need to hear to be interested in your product.<\/p>\r\n<h4><strong>New Homes are Healthy Homes<\/strong><\/h4>\r\n<p>New homes mean newer systems for the purest air, water, and materials. New construction homebuyers want to know that they are building a safe haven for their families in a world that can be ravaged by disease. New home = safe home.<\/p>\r\n<h4><strong>Outdoor Living Spaces<\/strong><\/h4>\r\n<p>Outdoor spaces became a safe place to be social and take in a new view, and after 2020, we predict that significantly fewer people will purchase a new construction home if it <em>doesn&rsquo;t <\/em>have an outdoor living space built in.<\/p>\r\n<h4><strong>Wi-Fi Everywhere<\/strong><\/h4>\r\n<p>If your builds are not Wi-Fi Certified&hellip; why not? The bare minimum of entertainment and work in the home is linked to internet access. Plan to build homes with tastefully placed plugs for all manner of electronic devices and Smart Home features.<\/p>\r\n<h4><strong>Home Office<\/strong><\/h4>\r\n<p>In an age where home <em>is <\/em>the office during this pandemic, can home builders create a professional office? What options can the floor plan offer to make the home office more productive? Can you offer sound-proof walls? The best internet connection? Better natural light? How can you market the home office as <em>the <\/em>best place to work?<\/p>\r\n<h4><strong>Self-Healing Materials<\/strong><\/h4>\r\n<p>We believe that marketing sustainable and self-healing materials will be important in the wake of the pandemic. Offering materials with antiviral capabilities, like <a href=\"https:\/\/www.microban.com\/\">Microban<\/a>, makes the home safer by design.<\/p>\r\n<h4><strong>Transition Spaces<\/strong><\/h4>\r\n<p>The transition from outside to inside will need to be built in. Rethink the mudroom as a decontamination space to remove shoes, spritz hand sanitizer, and keep the outside from getting in. Can you build in ways to organize the transition space for your buyers?<\/p>\r\n<h2>Marketing for New Construction Homes<\/h2>\r\n<p>Are you a home builder or developer? Blue Sky Marketing has kept a pulse on the homebuying industry for 10 years, and we&rsquo;re watching closely as demands change in the wake of the pandemic.<\/p>\r\n<p>If you want more qualified leads, let&rsquo;s chat about how a strong digital marketing strategy can help. Let&rsquo;s craft a marketing message and plan that&rsquo;s all about you. Start the conversation today.<\/p>","date_modified":"2020-08-11 14:46:34","createdby":"41","modifiedby":"41","newsdate":"2020-08-11 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/blue-sky-marketing-blog-august-header-image.jpg","headingphoto":null,"meta_title":"How Does COVID-19 Affect Marketing for Homebuilders?","meta_desc":"COVID-19 will affect marketing for homebuilders, but how?  These days, home is where you work, entertain and educate your children, and stay safe in an ever-changing world.","is_hidden":"0","target":"","newslink":"\/blog\/1164\/how-does-covid-19-affect-marketing-for-homebuilders","thumbnail_display":"\/uploads\/images\/blog\/blue-sky-marketing-blog-august-header-image.jpg","taginfo":{"info":[{"newsid":"1164","tagid":"221","tag":"marketing for homebuilders","slug":"marketing-for-homebuilders"}],"tags":["221"],"taglinks":"<a href=\"\/blog\/tag\/marketing-for-homebuilders\">marketing for homebuilders<\/a>"},"categoryinfo":{"info":[{"newsid":"1164","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1164","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1164","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1164","catid":"24","category":"Digital Marketing","slug":""}],"categories":["4","9","12","24"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>"},"src":"\/uploads\/images\/blog\/blue-sky-marketing-blog-august-header-image.jpg"},{"id":"1162","title":"Blue Sky Marketing's Founding Story","dateadded":"2020-08-02 10:54:30","article":"<p><strong>Concept Date<\/strong>:&nbsp; July 4, 2010 &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <strong>Founding Date<\/strong>:&nbsp; August 10, 2010<\/p>\r\n<p>Prior to starting Blue Sky Marketing, I was business partners with Lou Congelio of STANDANDLOU advertising. After several years together, we had decided in January 2010 to go our separate ways. Separation takes time and I worked on interviewing my replacement. On July 4, 2010, the prospective employee that was to replace me called to ask a few questions and accepted the offer of employment. I was to train her and join the ranks of the Unemployed on July 31. <strong>Yikes!<\/strong><\/p>\r\n<p>There was this moment where I went &ldquo;crud, what do I do now?&rdquo; I was single, responsible for a mortgage and all my bills; a major life decision was at hand. Start applying for a Job? Or continue my entrepreneurial path?<\/p>\r\n<p>It was the 4th of July so I did what any sensible American would do; I collapsed with a cocktail into my kiddie pool on my 4th floor rooftop deck in Midtown Houston. As panic swirled for a moment, I looked up at this perfectly blue sky with one cloud floating across my vision and thought &ldquo;It&rsquo;s all blue skies ahead. I can start a new company and anything is possible.&rdquo; In that instant, I took the photo below and sent it as an email to my designer friend to get a logo started for Blue Sky Marketing. This photo has remained on my laptop since then to remind me of the moment this company idea appeared.<\/p>\r\n<p><img src=\"\/uploads\/Blue_Sky_Marketing_logo_origination.png\" alt=\"Blue Sky Marketing logo origination\" width=\"508\" height=\"380\" \/><\/p>\r\n<p>Yes, a strategic marketing and business plan came next. Yes, financial concerns came soon behind. But my first client came along in August in the form of Buc-ee&rsquo;s, then Hotel Derek, Noel Furniture and SureTec. By the end of 2010 there was no turning back. Blue skies were truly ahead.<\/p>\r\n<p>On our 10 year anniversary, I look back I truly appreciate each and every client who gave us the opportunity to serve.&nbsp; I look forward to many years ahead paying them back for their trust with excellent service.&nbsp;<\/p>","date_modified":null,"createdby":"12","modifiedby":null,"newsdate":"2020-08-10 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Michelle LeBlanc","thumbnail":"\/uploads\/images\/blog\/Blue_Sky_Marketing_logo_origination.png","headingphoto":null,"meta_title":"Blue Sky Marketing | How we got our start","meta_desc":"Founded in August 2010, Blue Sky Marketing started as an idea floating in a kiddie pool on a rooftop in Midtown Houston. ","is_hidden":"0","target":"","newslink":"\/blog\/1162\/blue-sky-marketings-founding-story","thumbnail_display":"\/uploads\/images\/blog\/Blue_Sky_Marketing_logo_origination.png","taginfo":{"info":[{"newsid":"1162","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1162","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1162","catid":"7","category":"Houston","slug":"houston"},{"newsid":"1162","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["3","7","9"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/houston\">Houston<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/uploads\/images\/blog\/Blue_Sky_Marketing_logo_origination.png"},{"id":"1163","title":"How to Effectively Use Hashtags to Grow Your Business in 2020","dateadded":"2020-08-07 08:02:04","article":"<p><strong>Are you using hashtags to expand your reach on social media? If not, you are missing an opportunity to reach more users and make your content more discoverable on social media. You may be wondering, what is a hashtag and how do you use them. That is where we come in!<\/strong><\/p>\r\n<h2><strong>What Is a Hashtag?<\/strong><\/h2>\r\n<p><span style=\"font-weight: 400;\">Let&rsquo;s get started with defining what exactly a hashtag is. A hashtag is identified by the pound or hash sign (#) followed by a phrase or keyword related to the content that is being shared. You can use these hashtags anywhere in the caption and comments of your social media post, and even on your social media stories.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">They can be used on most major social media platforms including Twitter, Instagram, Facebook, LinkedIn, and Pinterest. A universal hashtag pulls content related to the specific hashtag into one stream, allowing users to search for content and conversations related to things such as personal interests, local business, current events, or inspiration for their next DIY project.<\/span>&nbsp;<\/p>\r\n<h2><strong>How Do You Use Hashtags?<\/strong><\/h2>\r\n<p><span style=\"font-weight: 400;\">Hashtags are simple but do require these basics to work properly:<\/span><\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The hashtag symbol (#) must be at the beginning of the word or phrase<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">No spaces can be used in a hashtag phrase<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Social media accounts must be set to public for your content to appear within the hashtag stream<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The keyword and phrase needs to be relevant to the content of the post<\/span><\/li>\r\n<\/ul>\r\n<p><span style=\"font-weight: 400;\">Twitter and Instagram are the two most common social media platforms where hashtags are used. Knowing how they work on each platform is critical to increasing your reach and making your content more discoverable with your <a href=\"\/online_marketing\">online marketing strategy<\/a>.<\/span><\/p>\r\n<h2><strong>Hashtags on Twitter<\/strong><img style=\"float: right;\" src=\"\/uploads\/images\/blog\/Screen_Shot_2020-08-07_at_8_04_33_AM.png\" alt=\"Hashtags on Twitter\" width=\"200\" height=\"375\" \/><\/h2>\r\n<p><span style=\"font-weight: 400;\">Twitter uses hashtags to bring conversations on the same topic into one stream. This allows users who may not follow accounts discussing the topic to connect. Each hashtag stream is broken down further into five categories:<\/span><\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><strong>Top<\/strong><span style=\"font-weight: 400;\">: This stream includes the tweets using a specific hashtag that have the most engagement<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><strong>Latest<\/strong><span style=\"font-weight: 400;\">: This is a live stream of anyone who tweets using a specific hashtag<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><strong>People<\/strong><span style=\"font-weight: 400;\">: This is a list of influential Twitter users related to a hashtag<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><strong>Photos<\/strong><span style=\"font-weight: 400;\">: This is a collage of photos included in tweets that use a specific hashtag<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><strong>Videos<\/strong><span style=\"font-weight: 400;\">: This is a stream of videos included in tweets that use a specific hashtag<\/span><\/li>\r\n<\/ul>\r\n<p><span style=\"font-weight: 400;\">In addition, on the left side of the screen, you can see related searches. You can utilize this tool to find hashtags that relate to <a href=\"\/strategic-brand-planning\">your brand<\/a>, event, or campaign.<\/span><\/p>\r\n<h2><strong>Hashtags on Instagram<\/strong><\/h2>\r\n<p><img style=\"float: right;\" src=\"\/uploads\/images\/blog\/Screen_Shot_2020-08-07_at_8_07_38_AM.png\" alt=\"Hashtags on Instagram\" width=\"190\" height=\"374\" \/><span style=\"font-weight: 400;\">Instagram also uses hashtags to bring conversations on the same topic into one stream, just in a different format. Instagram hashtags create a collage of photos that use a specific hashtag and are broken down into three categories:<\/span><\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><strong>Related Hashtags<\/strong><span style=\"font-weight: 400;\">: This is a list of hashtags that are also used alongside the searched hashtag. They appear at the top of the photo collage and can be scrolled through from left to right<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><strong>Top Posts<\/strong><span style=\"font-weight: 400;\">: This feed displays the posts using the searched hashtag with the most engagement including likes, comments, shares, and saves.<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><strong>Most Recent<\/strong><span style=\"font-weight: 400;\">: This feed is a live stream of posts being shared with the specific hashtag<\/span><\/li>\r\n<\/ul>\r\n<p><span style=\"font-weight: 400;\">Instagram will suggest hashtags for you to use based on popularity by typing the hash symbol (#) and the word or phrase you think you might use. Your Instagram account must be public for users to see your post on a hashtag feed.&nbsp;<\/span><\/p>\r\n<h2><strong>How to Determine What Hashtags You Should Use and When<\/strong><\/h2>\r\n<p><span style=\"font-weight: 400;\">There is no specific answer as to when you should use hashtags other than whenever possible! The more you use them, the greater the opportunity for users to see your brand. Although, using unnecessary hashtags and over saturation of hashtags in a post can come off as spammy or desperate and should not be part of your <a href=\"\/social-media-strategy\">social strategy<\/a>. You can use as many hashtags that each platform allows, but be sure they are related to your brand and the content you are posting.&nbsp;<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\"><img src=\"\/uploads\/images\/blog\/Screen_Shot_2020-08-07_at_8_10_21_AM.png\" alt=\"Hashtags on Instagram\" width=\"1000\" height=\"477\" \/><\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Be intentional when selecting what hashtags you are using, you want your hashtags to be related to what your target audience is searching for and following. Finding hashtags that work for you is a process of trial and error, switch up your hashtags, and find a variety that relates to your content. Using hashtags that have a high number of posts is not always best. It is recommended to find niche-category hashtags that are relevant to your content and give you a greater chance of being discovered.&nbsp;<\/span><\/p>\r\n<p>&nbsp;<\/p>\r\n<p><span style=\"font-weight: 400;\">Although hashtags may seem simple, using them for a purpose can be difficult. Let our team of #digitalmarketingexperts complete hashtag research related to your brand and help your social media channels thrive. <\/span><\/p>\r\n<h3 style=\"text-align: center;\"><strong><a href=\"\/contact\">Contact our team<\/a> at Blue Sky Marketing and we can help you #hashtag your way to success!<\/strong><\/h3>","date_modified":"2020-08-07 08:49:17","createdby":"55","modifiedby":"55","newsdate":"2020-08-07 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Blue-Sky-Hashtags.jpg","headingphoto":null,"meta_title":"","meta_desc":"All you need to know about hashtags for Instagram and Twitter to help grow your business. Let our team of #digitalmarketingexperts complete hashtag research related to your brand and help your social media channels thrive.","is_hidden":"0","target":"","newslink":"\/blog\/1163\/how-to-effectively-use-hashtags-to-grow-your-business-in-2020","thumbnail_display":"\/uploads\/images\/blog\/Blue-Sky-Hashtags.jpg","taginfo":{"info":[{"newsid":"1163","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1163","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1163","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"1163","catid":"31","category":"Social Media Marketing","slug":""}],"categories":["12","14","31"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/\">Social Media Marketing<\/a>"},"src":"\/uploads\/images\/blog\/Blue-Sky-Hashtags.jpg"},{"id":"1161","title":"5 Marketing Expectations To Realign for your 2020 Digital Marketing Strategy","dateadded":"2020-06-30 15:11:35","article":"<p><strong>With the current digital climate and ever-changing landscape, it's important to remain at the forefront of your customers' minds. We have listed 5 top-of-mind ways to align your expectations so that you can successfully remain in that coveted position. <\/strong><\/p>\r\n<h3><span class=\"highlight\"><strong>1. Expectation:<\/strong><span style=\"font-weight: 400;\">&nbsp;<\/span><\/span><span style=\"font-weight: 400;\">More website traffic equals more conversions.<\/span><\/h3>\r\n<p><span class=\"highlight\"><strong>Reality:<\/strong><\/span>&nbsp;While more traffic to your site may result in more conversions, that doesn&rsquo;t always lead to increased sales or success. As each lead is nurtured through the sales funnel, your visitors should always be encouraged to take the next actionable step &ndash; whether that&rsquo;s watching a video, filling out a contact form, or subscribing to a newsletter.<\/p>\r\n<p>Often, people think of digital marketing as immediate pay off and that, after responding to a campaign, the visitor will become your next brand evangelist. Just like buying a new mattress, your customer may have to sleep on it a few months to realize it&rsquo;s a good fit. Educational content and follow up communications play a large role in staying relevant and positioning yourself in front of your prospects. In the end, your ultimate goal is to nurture each lead into becoming a customer. Once a customer, moving them towards becoming a supporter of your brand.<\/p>\r\n<p class=\"button\"><a href=\"mailto:michelle@blueskymkt.com\">Schedule a Consultation<\/a><\/p>\r\n<h3><span class=\"highlight\"><strong>Expectation:<\/strong><\/span><span style=\"font-weight: 400;\"> More followers and &ldquo;likes&rdquo; equals more business.<\/span><\/h3>\r\n<p><span class=\"highlight\"><strong>Reality:&nbsp;<\/strong><\/span>The number of social media followers or website traffic is <a href=\"\/blog\/1155\/must-do-or-outdated-inviting-facebook-page-likes-in-2019\">not directly proportional<\/a> to the number of conversions you&rsquo;ll see. Numbers are important to build a noticeable following, but without engaging content, it will be difficult to retain individuals who take action. As the saying goes, &ldquo;Content is king&rdquo;, not your number of followers.<\/p>\r\n<h3><span class=\"highlight\"><strong>3. Expectation:<\/strong><\/span><span style=\"font-weight: 400;\"> You have to spend money to make money!<\/span><\/h3>\r\n<p><span class=\"highlight\"><strong>Reality:&nbsp;<\/strong><\/span>While it is true that running online campaigns will likely generate more sales, it isn&rsquo;t the only way, you can also focus on your website and its organic rank. SEO is more than just keywords and Google is constantly <a href=\"https:\/\/www.google.com\/search\/howsearchworks\/algorithms\/\">updating their algorithms<\/a> to include multiple factors like:<\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Mobile-friendly and responsive<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Security and accessibility<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">High-quality content<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Page speed<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Domain age and URL<\/span><\/li>\r\n<\/ul>\r\n<p><span style=\"font-weight: 400;\">Again, PPC campaigns are widely used and should be considered in marketing strategy but SEO plays a large role in how you&rsquo;re found online.<\/span>&nbsp;<\/p>\r\n<h3><span class=\"highlight\"><strong>4. Expectation:<\/strong><\/span><span style=\"font-weight: 400;\"> A Facebook, Instagram, and Twitter presence is a complete digital marketing strategy.<\/span><\/h3>\r\n<p><span class=\"highlight\"><strong>Reality:&nbsp;<\/strong><\/span>Different social platforms will provide different results. There is no one-size-fits-all when it comes to social media platforms. For example, home builders often rely heavily on stunning pictures and videos to influence their target audience, so Twitter might not play a large role in this particular strategy. If specializing in B2B sales, the go-to platform would likely be LinkedIn to best position yourself to the already engaging business audience.<\/p>\r\n<h3><span class=\"highlight\"><strong>5. Expectation:<\/strong><\/span><span style=\"font-weight: 400;\"><span class=\"highlight\">&nbsp;<\/span>Start any campaign and you&rsquo;ll see results!&nbsp;<\/span><\/h3>\r\n<p><span class=\"highlight\"><strong>Reality:<\/strong><\/span><span style=\"font-weight: 400;\"><span class=\"highlight\">&nbsp;<\/span>There are many questions to ask yourself before launching a campaign. Here are just a few:<\/span><\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><strong>What are your objectives and do you have a defined audience or prospective buyer?<\/strong><\/li>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Your strategy won&rsquo;t be clear without defined expectations. Think about how your content could answer some of your commonly asked questions.<\/span><\/li>\r\n<\/ul>\r\n<li style=\"font-weight: 400;\"><strong>Which platform would this content be suitable for? Facebook, Google, Email?<\/strong><\/li>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Long-form content can be published as a blog while news and updates may be best positioned in an email or on social media.&nbsp;<\/span><\/li>\r\n<\/ul>\r\n<li style=\"font-weight: 400;\"><strong>How are you going to repurpose this content to get the most out of it?<\/strong><\/li>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Repurposing your content will ensure you&rsquo;ve stretched your time as far as it will go with the piece of content you&rsquo;ve created. Posting on social, compiling an eBook, and sending emails are just a few examples.<\/span><\/li>\r\n<\/ul>\r\n<li style=\"font-weight: 400;\"><strong>Should you run an A\/B test to find the best way to deliver your message?<\/strong><\/li>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A\/B testing brings methodology to your marketing and lets the public make the decision for you on how they prefer to take actionable steps.&nbsp;<\/span><\/li>\r\n<\/ul>\r\n<\/ul>\r\n<p><span style=\"font-weight: 400;\">A successful digital marketing strategy requires short- and long-term planning; it takes time to see results. SEO and digital marketing as a whole are both art and science. Together, with a structured and well thought out plan, your business can shine and land the customers you&rsquo;re targeting.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">If you&rsquo;re interested in upping your digital marketing game, <\/span><a href=\"mailto:michelle@blueskymkt.com\"><span style=\"font-weight: 400;\">email us<\/span><\/a><span style=\"font-weight: 400;\">, call Michelle at&nbsp;<\/span><a href=\"about:blank\"><span style=\"font-weight: 400;\">713.818.0070<\/span><\/a><span style=\"font-weight: 400;\">, or fill out a&nbsp;<\/span><a href=\"\/contact\"><span style=\"font-weight: 400;\">contact us<\/span><\/a><span style=\"font-weight: 400;\">&nbsp;form and we will call you.<\/span><\/p>\r\n<p>&nbsp;<\/p>","date_modified":"2020-10-07 12:43:30","createdby":"55","modifiedby":"58","newsdate":"2020-07-01 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Digital-Marketing.jpg","headingphoto":null,"meta_title":"5 Marketing Expectations For Your 2020  Marketing Strategy","meta_desc":"Educational content and follow up communications play a large role in staying relevant and positioning yourself in front of your prospects. \r\n","is_hidden":"0","target":"","newslink":"\/blog\/1161\/5-marketing-expectations-to-realign-for-your-2020-digital-marketing-strategy","thumbnail_display":"\/uploads\/images\/blog\/Digital-Marketing.jpg","taginfo":{"info":[{"newsid":"1161","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1161","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1161","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"},{"newsid":"1161","catid":"6","category":"Email Marketing","slug":"email-marketing"},{"newsid":"1161","catid":"21","category":"AdWords","slug":""},{"newsid":"1161","catid":"24","category":"Digital Marketing","slug":""}],"categories":["3","5","6","21","24"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>, <a href=\"\/blog\/category\/email-marketing\">Email Marketing<\/a>, <a href=\"\/blog\/category\/\">AdWords<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>"},"src":"\/uploads\/images\/blog\/Digital-Marketing.jpg"},{"id":"1160","title":"Google Ads: How to Plan For PPC Spending","dateadded":"2020-06-30 15:01:43","article":"<h1><span style=\"font-weight: 400;\">Google Ads Campaign Budgets<\/span><\/h1>\r\n<p><span style=\"font-weight: 400;\">Google Ads, formerly known as Google AdWords, allows you to set an average daily budget for your campaigns, with the flexibility to change your Google Ads campaign budget at any time. Your average daily budget is the average amount you&rsquo;d like to spend each day over the course of the month.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Your spending may vary each day, but you will never pay more than your monthly spending limit. This is the average daily budget you set, multiplied by the average number of days in a month. On days when your ads are likely to produce more traffic, you may spend up to 2 times your average daily budget. Those days are balanced by days when your spending is below your average daily budget.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">If you&rsquo;re creating a campaign with a specific start and end date, you can also set a total budget for the entire duration of the campaign. Currently, campaign total budgets are only available for video campaigns.<\/span><\/p>\r\n<h2><strong>How to Determine Your Average Daily Budget<\/strong><\/h2>\r\n<p><span style=\"font-weight: 400;\">With Google Ads, you choose an average&nbsp;daily budget for each campaign based on your advertising goals and the general amount you're comfortable spending each day.<\/span><\/p>\r\n<h3><span style=\"font-weight: 400;\">Example<\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\">Let's say you normally spend $304 per month on advertising. To figure out your average daily budget, you'd divide $304 by 30.4 and would get an average daily budget of $10.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Using this example, here's how you'd figure out your average daily budget:<br \/><\/span><span style=\"font-weight: 400;\">304 \/ 30.4 = $10 per day (Monthly budget \/ Average number of days per month = average daily budget)<\/span><\/p>\r\n<p><img src=\"\/uploads\/google_ads_campaign_budget_-_average_daily_budget_calculation.png\" alt=\"\" width=\"560\" height=\"101\" \/><\/p>\r\n<p><span style=\"font-weight: 400;\">You can also create&nbsp;shared budgets, which allow you to allocate budget across multiple campaigns.<\/span><\/p>\r\n<h2><strong>When to Use a Campaign Total Budget<\/strong><\/h2>\r\n<p><span style=\"font-weight: 400;\">When you already know how much you&rsquo;d like to spend on your entire campaign, you can set a <\/span><strong>campaign total budget<\/strong><span style=\"font-weight: 400;\">. Currently, campaign total budgets are only available for video campaigns with a specific start and end date.&nbsp;<\/span><span style=\"font-weight: 400;\">You&rsquo;ll have the option to select &ldquo;Campaign Total Budget&rdquo; when you create a new video campaign. Keep in mind that you cannot change the budget type once a campaign is created.&nbsp;<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Google Ads will spend your total budget evenly over the duration of your campaign while taking into account higher and lower traffic days to optimize your campaign&rsquo;s performance.&nbsp;<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Example: your video campaign gets fewer views on Mondays and Tuesdays, and more views on weekends. Google Ads will optimize performance by spending more on days when your video is likely to get more views while keeping your overall budget goals on track.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">With a campaign total budget, you will only be billed up to the amount you enter for a campaign, even if Google Ads serves more views or impressions than your budget allows.<\/span><\/p>\r\n<h2>Need Support? We&rsquo;ve Got You<\/h2>\r\n<p>Blue Sky Marketing is a highly-experienced team that knows the ins and outs of Google Ads and we hold&nbsp;Google&rsquo;s top-tier of Partnership status,&nbsp;<strong>Google Premier Partner<\/strong>. If you need help building and executing your Google Ads strategy, reach out. Let&rsquo;s talk about you.<\/p>\r\n<p><a href=\"\/contact\" target=\"_blank\" rel=\"noopener\">Click here<\/a>&nbsp;to get started.<\/p>","date_modified":"2020-07-13 10:23:05","createdby":"55","modifiedby":"53","newsdate":"2020-06-30 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Google-Ads.jpg","headingphoto":null,"meta_title":"Google Ads: How to Plan For PPC Spending","meta_desc":"With Google Ads, you choose an average\u00c2\u00a0daily budget for each campaign based on your advertising goals and the general amount you're comfortable spending each day. ","is_hidden":"0","target":"","newslink":"\/blog\/1160\/google-ads-how-to-plan-for-ppc-spending","thumbnail_display":"\/uploads\/images\/blog\/Google-Ads.jpg","taginfo":{"info":[{"newsid":"1160","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1160","catid":"21","category":"AdWords","slug":""},{"newsid":"1160","catid":"34","category":"Google Ads","slug":""}],"categories":["21","34"],"categorylinks":"<a href=\"\/blog\/category\/\">AdWords<\/a>, <a href=\"\/blog\/category\/\">Google Ads<\/a>"},"src":"\/uploads\/images\/blog\/Google-Ads.jpg"},{"id":"1159","title":"Top 3 Ways to Optimize Your Google My Business Listing & Make It Stand Out","dateadded":"2020-05-18 10:57:22","article":"<h2><span data-contrast=\"auto\">How to Gain the Trust of New Customers with Google My Business<\/span><\/h2>\r\n<p><span data-contrast=\"auto\">When you perform a search on Google for a service or business that has a local presence, at the top of the search results or directly below the ads, you&rsquo;ll often see Google Maps display local listings of businesses that match your search query. This is called the&nbsp;<\/span><strong><span data-contrast=\"auto\">Local Pack<\/span><\/strong><span data-contrast=\"auto\">.&nbsp;<\/span><span data-contrast=\"auto\">Typically,<\/span><span data-contrast=\"auto\">&nbsp;three businesses will show up prominently on the map. The Local 3-Pack, as it&rsquo;s called, will display with links to their websites and directions to their physical locations. Here is an example:<\/span><span data-ccp-props=\"{&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<br \/><br \/><\/span><span data-ccp-props=\"{&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<img style=\"float: left;\" src=\"\/uploads\/Local_Three_Pack_-_GMB.png\" alt=\"Local Pack on Google My Business\" width=\"508\" height=\"404\" \/><\/span><\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><span data-contrast=\"auto\">Due to the prominent position of the Local Pack listings on the search results page and roughly 30% of all Search Engine Results Page (SERP) clicks are to the Local Pack listings (see Figure 1), it makes sense to try to optimize your listing. The question is, how do you optimize your listing to get into the coveted Local Pack?&nbsp;<\/span><span data-ccp-props=\"{&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<p><span data-ccp-props=\"{&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\"><img src=\"\/uploads\/SERP_Result_Type.png\" alt=\"Proportion of Clicks by SERP Result Type\" width=\"356\" height=\"406\" \/>&nbsp;<br \/><\/span><em><span data-contrast=\"none\">Figure&nbsp;<\/span><\/em><em><span data-contrast=\"none\">1<\/span><\/em><em><span data-contrast=\"none\">&nbsp;Proportion of Clicks by SERP Result Type - Bright Local 2018 Study<\/span><\/em><span data-ccp-props=\"{&quot;335559739&quot;:200}\">&nbsp;<\/span><\/p>\r\n<p><span class=\"highlight\">First things first, you need a Google My Business listing for your business. Bonus, it&rsquo;s free. Already have&nbsp;one?&nbsp;Great, let&rsquo;s talk about what to focus on to make your listing work for you.&nbsp;<\/span><\/p>\r\n<p><span data-contrast=\"auto\">From the&nbsp;<\/span><a href=\"https:\/\/moz.com\/local-search-ranking-factors\"><span data-contrast=\"none\">2018&nbsp;<\/span><span data-contrast=\"none\">Moz<\/span><span data-contrast=\"none\">&nbsp;Local Search Ranking Factors<\/span><\/a><span data-contrast=\"auto\">&nbsp;survey, Google My Business&nbsp;<\/span><span data-contrast=\"auto\">S<\/span><span data-contrast=\"auto\">ignals and Review&nbsp;<\/span><span data-contrast=\"auto\">S<\/span><span data-contrast=\"auto\">ignals account<\/span><span data-contrast=\"auto\">ed<\/span><span data-contrast=\"auto\">&nbsp;for a total of 40% of the determin<\/span><span data-contrast=\"auto\">ing<\/span><span data-contrast=\"auto\">&nbsp;factor&nbsp;<\/span><span data-contrast=\"auto\">(25% and 15%, respectively)&nbsp;<\/span><span data-contrast=\"auto\">of ranking in the Local Pack.&nbsp;<\/span><span data-contrast=\"auto\">(See Figure&nbsp;<\/span><span data-contrast=\"auto\">2<\/span><span data-contrast=\"auto\">, left column) So other than optimizing your website for local SEO, the best thing you can do is&nbsp;<\/span><span data-contrast=\"auto\">to have<\/span><span data-contrast=\"auto\">&nbsp;<\/span><strong><span data-contrast=\"auto\">as complete of a Google My Business profile as possible, and&nbsp;<\/span><\/strong><strong><span data-contrast=\"auto\">to&nbsp;<\/span><\/strong><strong><span data-contrast=\"auto\">get strong reviews from happy customers<\/span><\/strong><span data-contrast=\"auto\">.&nbsp;<\/span><span data-ccp-props=\"{&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<p><span data-ccp-props=\"{&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\"><img src=\"\/uploads\/Local_Pack.png\" alt=\"Local Search Ranking Factors\" width=\"490\" height=\"522\" \/>&nbsp;<br \/><\/span><em><span data-contrast=\"none\">Figure&nbsp;<\/span><\/em><em><span data-contrast=\"none\">2<\/span><\/em><em><span data-contrast=\"none\">&nbsp;Source:&nbsp;<\/span><\/em><em><span data-contrast=\"none\">https:\/\/moz.com\/local-search-ranking-factors<\/span><\/em><span data-ccp-props=\"{&quot;335559739&quot;:200}\">&nbsp;<\/span><\/p>\r\n<p><span data-contrast=\"auto\">In general, why is Google My Business important for gaining the trust of new customers? Google is the search engine of choice for most of the internet, therefore it makes sense to focus on your business&rsquo;s Google presence.<\/span><span data-ccp-props=\"{&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<p><span data-contrast=\"auto\">Here are a few&nbsp;<\/span><a href=\"https:\/\/99firms.com\/blog\/search-engine-statistics\/\"><span data-contrast=\"none\">search engine statistics<\/span><\/a><span data-contrast=\"auto\">&nbsp;to keep in mind:&nbsp;<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\r\n<ul>\r\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"3\" aria-setsize=\"-1\" data-aria-posinset=\"0\" data-aria-level=\"1\"><span data-contrast=\"auto\">Searches on Google accounted for approximately 75% of worldwide searches in 2019<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"3\" aria-setsize=\"-1\" data-aria-posinset=\"0\" data-aria-level=\"1\"><span data-contrast=\"auto\">63% of Google&rsquo;s search engine visits in the U.S. are on mobile devices<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"3\" aria-setsize=\"-1\" data-aria-posinset=\"0\" data-aria-level=\"1\"><span data-contrast=\"auto\">56% of local businesses haven&rsquo;t claimed their listing for Google My Business<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/li>\r\n<\/ul>\r\n<p><span data-contrast=\"auto\">Looking at the<\/span><span data-contrast=\"auto\">se<\/span><span data-contrast=\"auto\">&nbsp;search engine statistics, Google My Business is clearly an opportunity that many local businesses aren&rsquo;t taking advantage of.&nbsp;<\/span><span data-ccp-props=\"{&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<p><span data-contrast=\"auto\">When your business looks like it&rsquo;s making a serious effort to manage its online presence, brand and reputation, it shows that you care about your business, your customers<\/span><span data-contrast=\"auto\">,<\/span><span data-contrast=\"auto\">&nbsp;and that you are passionate about giving your customers great service and&nbsp;<\/span><span data-contrast=\"auto\">a great&nbsp;<\/span><span data-contrast=\"auto\">experience.&nbsp;<\/span><span data-ccp-props=\"{&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<p><span data-contrast=\"auto\">Here is an article<\/span><span data-contrast=\"auto\">&nbsp;<\/span><span data-contrast=\"auto\">that&nbsp;<\/span><span data-contrast=\"auto\">will walk you through<\/span><span data-contrast=\"auto\">&nbsp;the basics of<\/span><span data-contrast=\"auto\">&nbsp;<\/span><a href=\"https:\/\/moz.com\/blog\/how-to-optimize-your-google-my-business-listing\"><span data-contrast=\"none\">editing your Google My Business listing<\/span><\/a><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<h2><strong><span data-contrast=\"auto\">The Top 3 Ways to Make Your Google My Business Listing Stand Out<\/span><\/strong><span data-ccp-props=\"{&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/h2>\r\n<p><span data-contrast=\"auto\">Let&rsquo;s talk about the three most important things that you can do&nbsp;<\/span><span data-contrast=\"auto\">now&nbsp;<\/span><span data-contrast=\"auto\">to make your Google My Business listing stand out. These may increase your opportunity of getting into the Local Pack, and at the minimum they will help with the way your business is perceived by prospective clients and how your listing shows up in search results.&nbsp;<\/span><span data-ccp-props=\"{&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<h3><strong><span data-contrast=\"auto\">1. Increase<\/span><\/strong><strong><span data-contrast=\"auto\">&nbsp;<\/span><\/strong><strong><span data-contrast=\"auto\">R<\/span><\/strong><strong><span data-contrast=\"auto\">eviews<\/span><\/strong><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/h3>\r\n<p><span data-contrast=\"auto\">Why are reviews so important?&nbsp;<\/span><a href=\"https:\/\/www.brightlocal.com\/research\/local-services-ads-click-study\/\"><span data-contrast=\"none\">A study done in October 2018 by Bright Local<\/span><\/a><span data-contrast=\"auto\">&nbsp;to find out what drives people to click where they do and what the impact of Local Service Ads has on click behavior, found that as far as the Local Pack is concerned, nearly&nbsp;<\/span><strong><span data-contrast=\"auto\">20% of the clicks were motivated by the listing&rsquo;s review rating and number of reviews<\/span><\/strong><span data-contrast=\"auto\">. (Represented in orange in Figure 3)<\/span><span data-ccp-props=\"{&quot;335559685&quot;:360,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<p><span data-ccp-props=\"{&quot;335559685&quot;:360,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\"><img src=\"\/uploads\/Reasons_forr_Clicks_by_SERP_Type.png\" alt=\"Reasons for Clicks by SERP Type\" width=\"936\" height=\"458\" \/><\/span><em><span data-contrast=\"none\">Figure&nbsp;<\/span><\/em><em><span data-contrast=\"none\">3<\/span><\/em><em><span data-contrast=\"none\">&nbsp;Reasons for Clicks by SERP Type &ndash; Bright Local 2018 Study<\/span><\/em><span data-ccp-props=\"{&quot;335559739&quot;:200}\">&nbsp;<\/span><\/p>\r\n<h4><strong><span data-contrast=\"auto\">How are reviews and clicks related?<\/span><\/strong><span data-contrast=\"auto\">&nbsp;<\/span><\/h4>\r\n<p><span data-contrast=\"auto\">Reviews show that your business is active and has customers and good reviews show that your customers are happy. Furthermore, reviews are important for Google&rsquo;s algorithm in determining the listing&rsquo;s position in the Local Pack. The number of high-quality reviews from happy customers is a significant determining factor, as shown in Figure 2.&nbsp;<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<p><span data-contrast=\"auto\">One of the things you can do today is to ask your customers to leave reviews on your Google My Business listing. It might seem intimidating to ask your customers to do this, but oftentimes customers don&rsquo;t know that you are seeking reviews and they would gladly do so when you ask them. Be proactive, ask for reviews and make it easy for your customers to fill them out by&nbsp;<\/span><a href=\"https:\/\/support.google.com\/business\/answer\/7035772\">providing a&nbsp;direct link<\/a><span data-contrast=\"auto\">&nbsp;to your Google My Business listing.&nbsp;<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<p><span class=\"highlight\">When asking for a review, kindly ask that your customers describe the service they are reviewing. This helps get keywords into your reviews, which in turn helps Google better match a similar customer&rsquo;s search query with your business.&nbsp;<\/span><\/p>\r\n<p><span data-contrast=\"auto\">With every review that is left on your listing, take the time to interact with your customers in the reviews. Thank them if they had a good customer experience or if they didn&rsquo;t, ask them how you could make it better for them.&nbsp;<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<h4><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">Google My Business Reviews - 2020 Findings<\/span><\/h4>\r\n<p><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">According to&nbsp;<a href=\"https:\/\/whitespark.ca\/blog\/2020-local-search-ranking-factors-presentation\/\" target=\"_blank\" rel=\"noopener\">The 2020 Local Search Ranking Factor&nbsp;<\/a>&nbsp;survey, higher numerical Google ratings, the quality of the native review, and positive sentiment in the review are all highly influential conversion factors.<\/span><\/p>\r\n<p style=\"text-align: center;\"><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/2020_Local_Search_Ranking_Factor_-_Google_My_Business.png\" alt=\"\" width=\"600\" height=\"293\" \/><em>Figure 4 Top 15 Local Pack\/Finder Factors - 2020 Local Search Ranking Factor<\/em><\/span><\/p>\r\n<p style=\"text-align: left;\">Especially in 2020 and onward, if your business is not generating Google My Business reviews, you may be missing out on the strong source of traffic to your website.&nbsp;<\/p>\r\n<p style=\"text-align: left;\"><span data-contrast=\"auto\">Be sure to review and follow&nbsp;<\/span><a href=\"https:\/\/support.google.com\/local-guides\/answer\/7400114\"><span data-contrast=\"none\">Google&rsquo;s policy on reviews<\/span><\/a><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<h3><strong><span data-contrast=\"auto\">2. Optimize Your Profile<\/span><\/strong><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/h3>\r\n<p><span data-contrast=\"auto\">Think about the keywords&nbsp;<\/span><span data-contrast=\"auto\">that people use to<\/span><span data-contrast=\"auto\">&nbsp;search for&nbsp;<\/span><span data-contrast=\"auto\">and<\/span><span data-contrast=\"auto\">&nbsp;find your business<\/span><span data-contrast=\"auto\">&nbsp;<\/span><span data-contrast=\"auto\">and use those keywords<\/span><span data-contrast=\"auto\">&nbsp;in&nbsp;<\/span><span data-contrast=\"auto\">your Google My Business listing&rsquo;s<\/span><span data-contrast=\"auto\">&nbsp;description and services<\/span><span data-contrast=\"auto\">&nbsp;sections.<\/span><span data-contrast=\"auto\">&nbsp;<\/span><span data-contrast=\"auto\">T<\/span><span data-contrast=\"auto\">his includes&nbsp;<\/span><span data-contrast=\"auto\">the use of<\/span><span data-contrast=\"auto\">&nbsp;the city or town&nbsp;<\/span><span data-contrast=\"auto\">name&nbsp;<\/span><span data-contrast=\"auto\">that&nbsp;<\/span><span data-contrast=\"auto\">your business&nbsp;<\/span><span data-contrast=\"auto\">is&nbsp;<\/span><span data-contrast=\"auto\">in<\/span><span data-contrast=\"auto\">.&nbsp;<\/span><span data-contrast=\"auto\">Location&nbsp;<\/span><span data-contrast=\"auto\">information in your listing helps to amplify a strong local presence and helps with local SEO.<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<p><span data-contrast=\"auto\">Make sure that your business information in your listing, the NAP&nbsp;<\/span><span data-contrast=\"auto\">(<\/span><span data-contrast=\"auto\">which stands for Name, Address and Phone number)<\/span><span data-contrast=\"auto\">&nbsp;<\/span><span data-contrast=\"auto\">is consistent across the internet. This means that the NAP on your website and on your Google My Business listing, as well as on other websites and directories, should all be identical. The reason for this, is because search engines cross reference a business&rsquo; NAP across the internet to determine the legitimacy of a business. This trustworthiness can affect your search engine ranking.<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<p><span data-contrast=\"auto\">Lastly, be sure to add quality photos and videos to your Google My Business listing, as&nbsp;<\/span><a href=\"https:\/\/searchengineland.com\/new-research-shows-strong-link-between-google-my-business-photo-quantity-and-search-performance-320199\"><span data-contrast=\"none\">businesses with more images get more website click-throughs, calls and direction requests<\/span><\/a><span data-contrast=\"auto\">. Make sure to have a cover photo and take advantage of the cover video.&nbsp;&nbsp;<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720}\">&nbsp;<\/span><\/p>\r\n<h3><strong><span data-contrast=\"auto\">3. Post Regularly with Good Backlinks to Your Site<\/span><\/strong><\/h3>\r\n<p><span data-contrast=\"auto\">Google My Business posts are like social media posts and ads on Facebook, except they are free. Social media-style posts give searchers an authentic look of what you are doing and what you have to offer. In addition, GMB posts can help increase traffic to your website. The posts are live for 7 days and show up prominently in mobile searches. After 7 days, old posts are still viewable at the bottom of your listing. Remember the keywords we talked about earlier? GMB posts are the perfect place to use them.<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<p><span data-contrast=\"auto\">Google My Business includes&nbsp;<\/span><a href=\"https:\/\/whitespark.ca\/blog\/everything-you-need-to-know-about-google-my-business-posts\/\"><span data-contrast=\"none\">5 post types<\/span><\/a><span data-contrast=\"none\">:<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<ul>\r\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"8\" aria-setsize=\"-1\" data-aria-posinset=\"0\" data-aria-level=\"1\"><span data-contrast=\"auto\">What&rsquo;s New<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"8\" aria-setsize=\"-1\" data-aria-posinset=\"0\" data-aria-level=\"1\"><span data-contrast=\"auto\">Events<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"8\" aria-setsize=\"-1\" data-aria-posinset=\"0\" data-aria-level=\"1\"><span data-contrast=\"auto\">Offers<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"8\" aria-setsize=\"-1\" data-aria-posinset=\"0\" data-aria-level=\"1\"><span data-contrast=\"auto\">Welcome Offer<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"8\" aria-setsize=\"-1\" data-aria-posinset=\"0\" data-aria-level=\"1\"><span data-contrast=\"auto\">Products<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/li>\r\n<\/ul>\r\n<p><span data-contrast=\"auto\">Examples of posts you could share include posting a new business update, linking to your new blog post, sharing an upcoming event, featuring a new product, or announcing a sale.&nbsp;&nbsp;<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<p><span data-contrast=\"auto\">Google My Business allows you to use&nbsp;<\/span><span data-contrast=\"auto\">a<\/span><span data-contrast=\"auto\">&nbsp;Call-to-Action&nbsp;<\/span><span data-contrast=\"auto\">(CTA)&nbsp;<\/span><span data-contrast=\"auto\">button<\/span><span data-contrast=\"auto\">&nbsp;in your post,<\/span><span data-contrast=\"auto\">&nbsp;which are great for increasing click-through rates<\/span><span data-contrast=\"auto\">.&nbsp;<\/span><span data-contrast=\"auto\">The available types of CTA<\/span><span data-contrast=\"auto\">&nbsp;buttons<\/span><span data-contrast=\"auto\">&nbsp;include:&nbsp;<\/span><span data-ccp-props=\"{&quot;335559685&quot;:720,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<ul>\r\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"0\" data-aria-level=\"1\"><span data-contrast=\"auto\">Buy<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"0\" data-aria-level=\"1\"><span data-contrast=\"auto\">Sign Up<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"0\" data-aria-level=\"1\"><span data-contrast=\"auto\">Learn More<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"0\" data-aria-level=\"1\"><span data-contrast=\"auto\">Book<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"0\" data-aria-level=\"1\"><span data-contrast=\"auto\">Order Online<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/li>\r\n<li data-leveltext=\"-\" data-font=\"Calibri\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"0\" data-aria-level=\"1\"><span data-contrast=\"auto\">Call Now<\/span><span data-ccp-props=\"{&quot;134233279&quot;:true,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/li>\r\n<\/ul>\r\n<p><span data-contrast=\"auto\">Be sure to make your post visually stand out by adding an appealing image. Adding a unique UTM code to the end of any link URLs in your Google My Business listing and on the posts will help you track traffic statistics coming to your website in your Analytics accounts. No UTMs? Google My Business includes reporting stats through something called Insights. This will give you insightful data of the users who interacted with your Google My Business listing including how many people got directions, clicked to call, and visited your website.<\/span><span data-contrast=\"auto\">&nbsp;<\/span><span data-ccp-props=\"{&quot;335559685&quot;:360,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><span data-ccp-props=\"{&quot;335559685&quot;:360,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<p><span data-contrast=\"auto\">Want to know how to make your first UTM?&nbsp;<\/span><a href=\"https:\/\/ga-dev-tools.appspot.com\/campaign-url-builder\/\"><span data-contrast=\"none\">Click here<\/span><\/a><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{&quot;335551550&quot;:2,&quot;335551620&quot;:2,&quot;335559685&quot;:360,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>\r\n<p><span data-contrast=\"auto\">Utilizing Google My Business can give your business the visibility you have been needing. By following these simple steps, your business is destined to be a part of the coveted Local Pack. <\/span><\/p>\r\n<h3><span data-contrast=\"auto\">Not Sure Where to Begin? <\/span><\/h3>\r\n<p><span data-contrast=\"auto\"><a href=\"\/contact\" target=\"_blank\" rel=\"noopener\">Reach out to&nbsp;<\/a><\/span><span data-contrast=\"auto\"><a href=\"\/contact\" target=\"_blank\" rel=\"noopener\">the team<\/a> here at Blue Sky Marketing<\/span><span data-contrast=\"auto\">&nbsp;and our team of experts will get you up and&nbsp;<\/span><span data-contrast=\"auto\">optimized<\/span><span data-contrast=\"auto\">&nbsp;on Google My Business.<\/span><span data-ccp-props=\"{&quot;335559685&quot;:360,&quot;469777462&quot;:[2738],&quot;469777927&quot;:[0],&quot;469777928&quot;:[1]}\">&nbsp;<\/span><\/p>","date_modified":"2020-10-15 08:59:41","createdby":"46","modifiedby":"41","newsdate":"2020-05-18 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/GMBlogo.jpg","headingphoto":null,"meta_title":"How to Gain the Trust of New Customers with Google My Business","meta_desc":"Optimize your Google My Business listing and make it stand out with regular posts, strong keywords, and reviews. Get more organic traffic & customer trust.","is_hidden":"0","target":"","newslink":"\/blog\/1159\/top-3-ways-to-optimize-your-google-my-business-listing--make-it-stand-out","thumbnail_display":"\/uploads\/images\/blog\/GMBlogo.jpg","taginfo":{"info":[{"newsid":"1159","tagid":"218","tag":"Google My Business","slug":"google-my-business"},{"newsid":"1159","tagid":"219","tag":"GMB","slug":"gmb"},{"newsid":"1159","tagid":"220","tag":"Customer Trust","slug":"customer-trust"},{"newsid":"1159","tagid":"222","tag":"Google MY","slug":"google-my"},{"newsid":"1159","tagid":"223","tag":"Business Posts","slug":"business-posts"},{"newsid":"1159","tagid":"224","tag":"GMB Posts","slug":"gmb-posts"},{"newsid":"1159","tagid":"225","tag":"Local SEO","slug":"local-seo"}],"tags":["218","219","220","222","223","224","225"],"taglinks":"<a href=\"\/blog\/tag\/google-my-business\">Google My Business<\/a>, <a href=\"\/blog\/tag\/gmb\">GMB<\/a>, <a href=\"\/blog\/tag\/customer-trust\">Customer Trust<\/a>, <a href=\"\/blog\/tag\/google-my\">Google MY<\/a>, <a href=\"\/blog\/tag\/business-posts\">Business Posts<\/a>, <a href=\"\/blog\/tag\/gmb-posts\">GMB Posts<\/a>, <a href=\"\/blog\/tag\/local-seo\">Local SEO<\/a>"},"categoryinfo":{"info":[{"newsid":"1159","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1159","catid":"29","category":"SEO","slug":""},{"newsid":"1159","catid":"41","category":"GMB","slug":""}],"categories":["3","29","41"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/\">SEO<\/a>, <a href=\"\/blog\/category\/\">GMB<\/a>"},"src":"\/uploads\/images\/blog\/GMBlogo.jpg"},{"id":"1158","title":"Tips for Dental Marketing Online","dateadded":"2020-05-05 14:58:54","article":"<p><span style=\"font-weight: 400;\"><img src=\"\/uploads\/digital-marketing-strategy-dentists-with-blue-sky-marketing.jpg\" alt=\"Digital Marketing Strategy for Dentists\" width=\"1200\" height=\"500\" \/><\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Your future patients are looking for you online - are they able to find you? If you&rsquo;re looking to build a digital marketing strategy to improve the visibility of your dental practice, read on to see our tips to succeed.<br \/><br \/><span style=\"color: #079ad7; font-size: 32px;\">Digital Marketing Strategy for Dentists<\/span><br \/><\/span><\/p>\r\n<h3><span style=\"font-weight: 400;\">1. What is your specialty? Make sure your prospective patients find you by optimizing your website and profiles with specific keywords.<\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\">&ldquo;Near Me&rdquo; searches are the king of local search. Make sure your website and online profiles are optimized to be found by patients in your area.&nbsp;<\/span><\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Affordable dentistry near me<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Family dentistry near me<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pediatric dentistry near me<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Dentist near me<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Orthodontist near me<\/span><\/li>\r\n<\/ul>\r\n<p><span style=\"font-weight: 400;\">Does your office provide key services? Make sure to include them in your website copy and metadata (not sure that that is? <\/span><a href=\"\/contact\">Just ask us<\/a><span style=\"font-weight: 400;\">). Make it easy for your prospective patients to know exactly what specialized services you offer by using the search terms they&rsquo;re already using.&nbsp;<\/span><\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Emergency dental services<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Dental care for kids<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pediatric dental office<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Professional teeth whitening<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Wisdom teeth extraction<\/span><\/li>\r\n<\/ul>\r\n<p><span style=\"font-weight: 400;\">Don&rsquo;t forget variations of search terms to use as keywords, as this can vary for each user. For example:&nbsp;<\/span><\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Family dentist<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Family dental<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Family dentists<\/span><\/li>\r\n<\/ul>\r\n<h3><span style=\"font-weight: 400;\"><br \/>2. Make it easy for your patients to find you - if you don't have a Google My Business profile, you don't exist.&nbsp;<br \/><\/span><\/h3>\r\n<p><a href=\"https:\/\/www.google.com\/business\/\"><span style=\"font-weight: 400;\">Google My Business<\/span><\/a><span style=\"font-weight: 400;\"> (GMB) is a free service that allows you to control how your business is presented in Google Search and Google Maps. Let&rsquo;s face it: your patients are online AND using Google for researching services online. Dental services are no exception. GMB helps your future patients find your location, business hours, call, see photos, and later navigate from their home to your office.&nbsp;<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">One of GMB&rsquo;s most important functions is to showcase user reviews, and with <\/span><a href=\"https:\/\/www.prnewswire.com\/news-releases\/new-data-consumers-say-doctor-reviews-extremely-important-for-choosing-plastic-surgeons-cosmetic-dentists-eye-surgeons-300519335.html\"><span style=\"font-weight: 400;\">nearly 63% of online searches<\/span><\/a><span style=\"font-weight: 400;\"> stating that reviews are extremely important, you need a strategy to address all reviews made about your business online.<\/span><\/p>\r\n<h3><span style=\"font-weight: 400;\"><br \/>3. Check on your Profiles with HealthGrades, ZocDoc, Google My Business, and Yelp.&nbsp;<\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\">Speaking of online reviews, research shows that <\/span><a href=\"https:\/\/www.brightlocal.com\/research\/local-consumer-review-survey\/\"><span style=\"font-weight: 400;\">82% of consumers read online reviews for local businesses<\/span><\/a><span style=\"font-weight: 400;\">, and the average consumer reads 10 reviews before they feel like they can trust a business. This means that when your future patients Google search your practice or physician&rsquo;s name, what your current patients are saying about you on trusted sites like <\/span><a href=\"https:\/\/www.healthgrades.com\/\"><span style=\"font-weight: 400;\">Healthgrades<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.zocdoc.com\/\"><span style=\"font-weight: 400;\">ZocDoc<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.yelp.com\/\"><span style=\"font-weight: 400;\">Yelp<\/span><\/a><span style=\"font-weight: 400;\"> matter A LOT.&nbsp;<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Audit your online identity - thank users for positive reviews, and, more importantly, address <\/span><em><span style=\"font-weight: 400;\">all <\/span><\/em><span style=\"font-weight: 400;\">negative reviews. People want to see how a local business addresses a negative review. Our partner <\/span><a href=\"https:\/\/www.healthgrades.com\/\"><span style=\"font-weight: 400;\">HubSpot offers a great guide<\/span><\/a><span style=\"font-weight: 400;\"> on responding to negative reviews.&nbsp;<\/span><\/p>\r\n<p><em><span style=\"font-weight: 400;\">Pro tip: Try Yelp! PPC ads to show up when a patient searches for Dentists near them.<\/span><\/em><\/p>\r\n<h3><span style=\"font-weight: 400;\"><br \/>4. Don't forget digital marketing for patients over 50<\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\">According to Pew, 62% of users 65+ and 72% of 50 to 64-year olds use Facebook. Test Facebook Ads to reach this target audience and make sure you have a solid landing page for your visits to learn more about your practice as well as contact you for an appointment.&nbsp;<\/span><\/p>\r\n<p><a href=\"https:\/\/www.cdc.gov\/nchs\/products\/databriefs\/db337.htm\"><span style=\"font-weight: 400;\">The CDC says that<\/span><\/a><span style=\"font-weight: 400;\">, &ldquo;Because Medicare does not cover routine dental care, older adults may have trouble accessing appropriate dental care.&rdquo; What messages can you include in your digital ads and website to offer value to this audience?&nbsp;<\/span><\/p>\r\n<h3><span style=\"font-weight: 400;\"><br \/>5. Once you have a lead, nurture them by leveraging your knowledge to educate and share valuable content on social media and email.&nbsp;<\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\">Are you keeping up with your email list and social media followings? These leads are invaluable, and retaining your patients is just as important as gaining new ones. Your dental digital marketing strategy should include communicating with them regularly.&nbsp;<\/span><\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Send a quarterly newsletter with information<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Create an email campaign to send automatic email reminders for appointments<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Post valuable content to social media, such as an infographic on how to brush your teeth<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Add fun and engaging content to Facebook or Instagram stories demonstrating proper dental hygiene<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Share a post that shows your team&rsquo;s human side or expertise<\/span><\/li>\r\n<\/ul>\r\n<p><span style=\"font-weight: 400;\">How can you keep your existing audience informed, engaged, and delighted with your practice?<\/span><\/p>\r\n<h2><span style=\"font-weight: 400;\">Sounds Like a Lot? We&rsquo;ve Got You<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">Blue Sky Marketing is a highly-experienced team that knows the ins and outs of local digital marketing. If you need help building and executing a digital marketing strategy for your dental practice, reach out. Let&rsquo;s talk about you.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\"><a href=\"\/contact\" target=\"_blank\" rel=\"noopener\">Click here<\/a> to get started.<\/span><\/p>\r\n<hr \/>\r\n<h3 style=\"text-align: center;\"><span style=\"font-weight: 400;\">Free SEO Audit<\/span><\/h3>\r\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\">Are your patients finding your competitors before they find you?&nbsp;Claim your <strong>free, no-obligation<\/strong> SEO audit to see where you stand against your competitors online.<\/span><\/p>\r\n<p style=\"text-align: center;\"><a href=\"https:\/\/calendly.com\/michelle-bluesky\/seo-audit-kickoff\" target=\"_blank\" rel=\"noopener\"><span class=\"button\" style=\"font-weight: 400;\">&nbsp; Get Your SEO Audit&nbsp;&nbsp;<\/span><\/a><\/p>","date_modified":"2020-05-26 10:36:06","createdby":"46","modifiedby":"41","newsdate":"2020-05-05 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/digital-marketing-strategy-for-dentists-infographic-image.jpg","headingphoto":null,"meta_title":"Digital Marketing Strategy for Dentists","meta_desc":"Your future patients are looking for you online - are they able to find you? If you\u00e2\u20ac\u2122re looking to build a digital marketing strategy to improve the visibility of your dental practice, read on to see our tips to succeed.","is_hidden":"0","target":"","newslink":"\/blog\/1158\/tips-for-dental-marketing-online","thumbnail_display":"\/uploads\/images\/blog\/digital-marketing-strategy-for-dentists-infographic-image.jpg","taginfo":{"info":[{"newsid":"1158","tagid":"215","tag":"dental marketing","slug":"dental-marketing"},{"newsid":"1158","tagid":"216","tag":"digital marketing for dentists","slug":"digital-marketing-for-dentists"},{"newsid":"1158","tagid":"217","tag":"marketing for dentists","slug":"marketing-for-dentists"}],"tags":["215","216","217"],"taglinks":"<a href=\"\/blog\/tag\/dental-marketing\">dental marketing<\/a>, <a href=\"\/blog\/tag\/digital-marketing-for-dentists\">digital marketing for dentists<\/a>, <a href=\"\/blog\/tag\/marketing-for-dentists\">marketing for dentists<\/a>"},"categoryinfo":{"info":[{"newsid":"1158","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1158","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1158","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1158","catid":"40","category":"Dental Marketing","slug":""}],"categories":["3","4","24","40"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">Dental Marketing<\/a>"},"src":"\/uploads\/images\/blog\/digital-marketing-strategy-for-dentists-infographic-image.jpg"},{"id":"1157","title":"How to Write Emails that Will Get Read During COVID-19","dateadded":"2020-04-14 11:41:00","article":"<p>Think you have an email marketing strategy that works and is nearly foolproof? Think again. As quickly as Coronavirus became a household term, email marketing and what once worked <em>shifted<\/em> dramatically. Chances are, by the time you implement a new plan, it will be changing again.&nbsp;<\/p>\r\n<p><img src=\"\/uploads\/How_To_Write_Emails_That_Will_Get_Read_During_COVID-19.jpg\" alt=\"Email marketing strategy during COVID-19\" width=\"1440\" height=\"960\" \/><\/p>\r\n<p>The truth is, these unprecedented times are fluid and the old saying, the only thing that&rsquo;s constant in life is change, has never been more accurate. After all, in a matter of one week, compassionate manifesto-style emails are out and swinging-deals are in! Here&rsquo;s a look at some of the ways COVID-19 has changed the way we communicate with customers:&nbsp;<\/p>\r\n<h4><strong>Deals! Deals! Deals!<\/strong><\/h4>\r\n<p>Your customers want to know what deal you&rsquo;re offering and it better be good! Face it, customers are struggling and they know your business is too. This is the time to offer mutually-beneficial deals that will entice them to support your business with funds that are most likely tight. Use this as an opportunity to earn new business with deals impossible to refuse!&nbsp;<\/p>\r\n<h4><strong>To Send or Not to Send? <\/strong><\/h4>\r\n<p>In short, send! 44% of businesses decreased their sends out of caution and fear of coming off as insensitive. Bad idea. Open rates have increased for three reasons: <strong>Value<\/strong>, <strong>Escapism<\/strong> and <strong>Ability to be Productive<\/strong>. Businesses of all types have an opportunity to offer consumers a service or item at a savings during a difficult time, a chance to escape their current uncertain reality as they scroll and shop, and the ability to be productive (hello, overdue home projects!) Use this time and opportunity wisely!&nbsp;<\/p>\r\n<h4><strong>Optimal Send Times. What are Those? <\/strong><\/h4>\r\n<p>Not too long ago, mornings and mid-week were golden. Since COVID-19, time has stood still. Employees are working from home; kids are learning at the dining room table and Fridays might as well be Thursdays. In fact, the peak open rate times are now the afternoon as life happens after 2pm in stay-at-home land. But that could change so now is the time to test, test and test again! See what your customers are hungry for and adjust accordingly.<\/p>\r\n<h4><strong>Subject Lines, Emojis and Understated Urgency<\/strong><\/h4>\r\n<p>Emails are coming through fast and furious so how can you make yours stand out? Be direct. Be honest. Give people things. Oh, and toss in an applicable emoji for humor &ndash; yes humor &ndash; and you will see open rates increase. What does this mean? Here are five things to consider the next time you write a subject line:<\/p>\r\n<p style=\"text-align: left;\">1. Customers are more likely&nbsp;to open an email with the subject line directly addressing the current situation with B2B open rates increasing 52% and B2C increasing 48%.<\/p>\r\n<p style=\"text-align: left;\">2. Previously unknown acronyms such as&nbsp;WFH &ndash; Work From Home &ndash; are hitting home with customers, as this has become their new normal.<\/p>\r\n<p style=\"text-align: left;\">3. Do you speak emoji?&nbsp;Subject lines with emojis are getting noticed. Why? People are subconsciously drawn to happy things right now. Life is uncertain and an emoji makes us smile. Smiling is good.&nbsp;<\/p>\r\n<p style=\"text-align: left;\">4. Subtle urgency is the new ACT NOW! In the grand scheme of today&rsquo;s world, nothing is <em>that<\/em> urgent, especially a sale on a non-essential item. People don&rsquo;t want to feel any more overwhelmed than they currently are so create subtle urgency in your subject line. Remember, our nation&rsquo;s priorities have shifted for the moment.<\/p>\r\n<p style=\"text-align: left;\">5. Ask&nbsp;questions and offer answers in the subject line. <em>&ldquo;Struggling to WFH? Here&rsquo;s a guide to working <\/em><em>remotely<\/em><em>.&rdquo; <\/em>Show you&rsquo;re there to help and you have the solution they need, don&rsquo;t make them hunt for it.<\/p>\r\n<p>Reaching customers, whether it&rsquo;s B2B or B2C, has never depended more on online communication. Don&rsquo;t slow down on talking to them, they want to hear from you, but they also want you to make it worth their while. Draft up some one-off email designs, as B2C click rates for those increased 38%. Test out new send times, so you can meet your customers where they are now. This is an ever-changing situation and if we are going to keep interacting with our current customers while building new relationships, it&rsquo;s crucial we adjust.<\/p>\r\n<p>If you have any questions or need email marketing assistance to help you create engaging and effective email marketing campaigns, please reach out to our award-winning team of marketers.<\/p>","date_modified":"2020-04-14 17:07:47","createdby":"48","modifiedby":"46","newsdate":"2020-04-15 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Carrie Hammill","thumbnail":"\/uploads\/images\/blog\/BSM_Email_Marketing_Blog.jpg","headingphoto":null,"meta_title":"How to Write Emails that Will Get Read During COVID-19","meta_desc":"Has your email marketing strategy changed during COVID-19? Here are tips to help ensure your emails will get read during the Coronavirus pandemic.","is_hidden":"0","target":"","newslink":"\/blog\/1157\/how-to-write-emails-that-will-get-read-during-covid-19","thumbnail_display":"\/uploads\/images\/blog\/BSM_Email_Marketing_Blog.jpg","taginfo":{"info":[{"newsid":"1157","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1157","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1157","catid":"6","category":"Email Marketing","slug":"email-marketing"}],"categories":["3","6"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/email-marketing\">Email Marketing<\/a>"},"src":"\/uploads\/images\/blog\/BSM_Email_Marketing_Blog.jpg"},{"id":"1156","title":"7 Email Best Practices to STOP in 2020","dateadded":"2020-01-22 16:17:31","article":"<p><em>Everyone loves email best practices! It makes sending perfect email campaigns a formulaic experience guaranteed to give you great open rates, excellent CTR, and (woot woot) all the ROI!<\/em><\/p>\r\n<p>Unfortunately, the party is a little premature. The email world is changing, and things that marketers (us included) have always considered to be a best practice may be coming into question. Take a look and see which email best practices you should test ditching in 2020.<\/p>\r\n<p>&nbsp;<\/p>\r\n<h2>1. STOP: &ldquo;View in Browser&rdquo; Link<\/h2>\r\n<p>Anyone who sends HTML emails will tell you: getting emails to be cross-browser beautiful is challenging. Hence, email marketers have diligently included the very thoughtful &ldquo;View this email in your browser&rdquo; link in the header. The user simply clicks out of the email client and then is shown a lovely, perfectly rendered HTML email.<\/p>\r\n<p>Try ditching it. We reviewed several email campaigns from the last year, and the overall click volume to the &ldquo;View in Browser&rdquo; link was negligible, borderline non-existent. (Those clicks were PROBABLY us, getting a preview link to share with our clients.)<\/p>\r\n<p>Aside from its unpopularity, &ldquo;View in Browser&rdquo; takes valuable above-the-fold real estate on your mobile device. By removing this, we allow for more valuable content to be seen from the moment the email opens up on mobile.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/01_21_2020_BSM_Blog_-_January_-_With_and_Without_Preview_Text.jpg\" alt=\"Ditch The &quot;View it in Your Browser&quot; Link\" width=\"404\" height=\"340\" \/><\/p>\r\n<p>&nbsp;<\/p>\r\n<h2>2. STOP: Putting the CTA at the Bottom of the Email<\/h2>\r\n<p>This one is a little misleading. Please add CTAs to the bottom of every email, but also add them above the fold on mobile.<\/p>\r\n<p>In this example, the highly visible CTA is above the fold, giving the recipient a chance to interact with your email quickly. This perfect parcel of messaging is packaged on-screen, getting to the point quickly for us with goldfish memories and the attention spans of dogs chasing more than one squirrel.<\/p>\r\n<p>Test doing CTAs in both placements - at the bottom AND the top - to see if you get an increase on email click-throughs and conversions in 2020.<\/p>\r\n<p>&nbsp;<\/p>\r\n<h2>3. STOP: One-Click Unsubscribe<\/h2>\r\n<p>Stop making it easy for your email list subscribers to unsubscribe. Instead, use your unsubscribe page as an opportunity to invite them to stay.<\/p>\r\n<p>21% of people report that they unsubscribe when they feel like the information is not relevant. This is fine - how can you help them opt into segments that allow for them to self-curate and self-identify their interests?<\/p>\r\n<p>In the homebuilding and developer world, we imagine that subscription in Mailchimp, HubSpot, or similar could easily be:<\/p>\r\n<ul>\r\n<li>Builder Incentives<\/li>\r\n<li>Community Marketing News<\/li>\r\n<li>Community Event Invitations and Special Offers<\/li>\r\n<li>Monthly Available Home Updates<\/li>\r\n<\/ul>\r\n<p>Don&rsquo;t let your hard-earned lead leave you with a single click. Let your unsubscribe link take them to a subscription page instead. A witty &ldquo;why are you leaving us?!&rdquo; message would be good too.<\/p>\r\n<p>&nbsp;<\/p>\r\n<h2>4. STOP: Skipping Email Personalization<\/h2>\r\n<p>TOO MUCH personalization is creepy and stalker-ish. There are only so many times you want to see your first name in your inbox. However, personalization done correctly to the tune of...<\/p>\r\n<ul>\r\n<li>Segmentation<\/li>\r\n<li>Personalized content delivery<\/li>\r\n<li>Triggers via activity tokens<\/li>\r\n<\/ul>\r\n<p>...can increase your email&rsquo;s relevance. Real-time human automation can allow you to, for example, send an email to a prospect to invite them to come and visit model homes, who recently viewed a series of homes. This action provides value and an important next-step touch point.<\/p>\r\n<p>&nbsp;<\/p>\r\n<h2>5. STOP: Dual Opt-In<\/h2>\r\n<p>There&rsquo;s nothing like giving a website my email address and then receiving a confirmation email that says something like, &ldquo;Thanks for signing up for email! Would you like more emails?&rdquo;<\/p>\r\n<p>\u00f0\u0178\u00a4\u201d (This is our dual opt-in face)<\/p>\r\n<p>Many marketers argue that dual opt-in is required for GDPR Compliance, although we strongly recommend you speak to your legal counsel. Another common interpretation of GDPR is that you must simply PROVE that your subscribers opted in (easily handled by including a checkbox: &ldquo;Sign me up for your email list.&rdquo;)<\/p>\r\n<p>For those of us marketing in the USA, there is no reason to force dual opt-in as long as you include the required unsubscribe text in the email footer. You&rsquo;re welcome.<\/p>\r\n<p>&nbsp;<\/p>\r\n<h2>6. STOP: List Purging<\/h2>\r\n<p>Literally last year, we were shown data that said that you could improve deliverability rates by removing &ldquo;unengaged users&rdquo; from your email list.<\/p>\r\n<p>This is still a best practice. But the cadence that many other marketers were adopting were a little&hellip; soon.<\/p>\r\n<p>Blue Sky Marketing&rsquo;s best practice is to purge unengaged users after 12 months of inactivity. That means one year of never opening an email. In Mailchimp, the filters look similar to:<\/p>\r\n<p>At a recent digital conference, we learned that some marketers were doing purges every three months, statistically showing that they were improving deliverability and open rates&hellip; because that&rsquo;s how statistics work. If you decrease the population size, then open rates will increase. #math<\/p>\r\n<p>It is important to measure how many net eyeballs, or total unique opens, your emails are getting. Don&rsquo;t purge for the sake of improving open rates - even if your open rates fall, statistically, you are quantifiably receiving more net opens per email.<\/p>\r\n<p>If your deliverability is actively suffering, test purging the list once a year. Or, if you have an email marketing platform that does not automatically remove or archive unsubscribed leads, test purging after a certain set time of complete inactivity.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/01_21_2020_BSM_Blog_-_January_-_Unengaged_Segment.jpg\" alt=\"Unengaged Segment and List Purging in 2020\" width=\"600\" height=\"247\" \/><\/p>\r\n<p>&nbsp;<\/p>\r\n<h2>7. STOP: A\/B Testing Because You Just Want to A\/B Test<\/h2>\r\n<p>The thing about A\/B testing is that once you find something that works, stop testing for a bit! There is no need to A\/B test every subject line, or every creative, or every CTA for the sake of testing. If you are not able to measure quantifiable and meaningful results from an A\/B test, you&rsquo;re not doing it right.<\/p>\r\n<p>For example, if you discover via A\/B test that putting your CTA button above the fold gives you 35% more clicks, then why do you need to A\/B test it again? You&rsquo;ve found a way to save time AND be more effective in your email marketing.<\/p>\r\n<p>A\/B tests, in short, should only be conducted if you are trying to make a meaningful discovery that can lead to implementation for similar campaigns.<\/p>\r\n<p>&nbsp;<\/p>\r\n<h2>Email Marketing 2020<\/h2>\r\n<p>Email marketing remains an important medium to generate ROI. Your leads have basically told you, <strong>&ldquo;Hey! I trust you enough to give you my personal email. Tell me more. Let me stay involved with you.&rdquo;<\/strong><\/p>\r\n<p><strong>Which email best practices will YOU test stopping in 2020?<\/strong><\/p>\r\n<p>&nbsp;<\/p>\r\n<h2>We Can Help - Reach Out Today!<\/h2>\r\n<p>If you&rsquo;re curious about expanding your email marketing program, <a href=\"mailto:michelle@blueskymkt.com\" target=\"_blank\" rel=\"noopener\">email us<\/a>. Call Michelle at&nbsp;<a href=\"tel:713-818-0070\">713.818.0070<\/a>. Or fill out a&nbsp;<a href=\"\/contact\">contact us<\/a>&nbsp;form and we will call you. Talk soon.&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","date_modified":"2020-01-22 16:29:19","createdby":"50","modifiedby":"50","newsdate":"2020-01-23 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/01_21_2020_BSM_Blog_Cover.jpg","headingphoto":null,"meta_title":"7 Email Best Practices to STOP in 2020","meta_desc":"Looking for email best practices for 2020? Let us tell you which best practices you should test ditching in 2020 instead. If you want to talk about expanding your email marketing program, contact us today. ","is_hidden":"0","target":"","newslink":"\/blog\/1156\/7-email-best-practices-to-stop-in-2020","thumbnail_display":"\/uploads\/images\/blog\/01_21_2020_BSM_Blog_Cover.jpg","taginfo":{"info":[{"newsid":"1156","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1156","catid":"6","category":"Email Marketing","slug":"email-marketing"},{"newsid":"1156","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1156","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["6","9","12"],"categorylinks":"<a href=\"\/blog\/category\/email-marketing\">Email Marketing<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/uploads\/images\/blog\/01_21_2020_BSM_Blog_Cover.jpg"},{"id":"1155","title":"Must-Do or Outdated? Inviting Facebook Page Likes in 2019","dateadded":"2019-10-30 22:04:08","article":"<div><img src=\"\/uploads\/images\/blog\/Screen_Shot_2019-10-30_at_10_07_52_PM.png\" alt=\"Facebook Screenshot\" width=\"892\" height=\"156\" \/><\/div>\r\n<div>&nbsp;<\/div>\r\n<div>One trick-of-the-trade for Facebook Page management is to click on the list of people who have liked a post (or an ad) and send an invitation to any who haven't already \"liked\" the Page. This is a way to potentially convert post engagement into Facebook fans. But is it worth the time it takes?<\/div>\r\n<div>&nbsp;<\/div>\r\n<div>We confirmed with our Facebook Partner Manager our belief that in 2019 there is not a lot of value to inviting people who liked a post to Like the Page. There is no algorithm implication for Pages that have lots of Likes\/Followers. The only reason this would be valuable is if there is someone at the company who cares about Page Fans or you really plan in the future to only do organic posting and remove ads from the equation.&nbsp;<strong>Facebook sees no correlation between Page Fans or Engagement and business outcomes.<\/strong><\/div>\r\n<div>&nbsp;<\/div>\r\n<div>Organic reach is typically quite low, which means this would only be a valid strategy for Pages that have little to no ad money and only plan to focus time on writing organic posts. In the end, it comes down to a Time vs Treasure argument.<\/div>\r\n<div>&nbsp;<\/div>\r\n<div>We have found for our clients that they are better served to spend the money on ads than pay someone (either to a consultant or in salary) to manually invite Page Likes then see dwindling organic reach. This paid strategy reaches many more prospects and allows us to optimize for valid business objectives.<\/div>\r\n<div>&nbsp;<\/div>\r\n<div>Have any questions about the best Facebook strategy for your business? Our team can help you avoid costly mistakes.<\/div>\r\n<div>&nbsp;<\/div>\r\n<div><a href=\"mailto:michelle@blueskymkt.com\" target=\"_blank\" rel=\"noopener\">Email us<\/a>. Call Michelle at&nbsp;<a href=\"tel:713-818-0070\">713.818.0070<\/a>. Or fill out a&nbsp;<a href=\"\/contact\">contact us<\/a>&nbsp;form and we will call you.&nbsp;<\/div>","date_modified":"2019-10-31 10:53:00","createdby":"42","modifiedby":"42","newsdate":"2019-10-31 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Blank_400_x_200.png","headingphoto":null,"meta_title":"Must-Do or Outdated? Inviting Facebook Page Likes in 2019","meta_desc":"This would only be a valid strategy for Pages that have little to no ad money and only plan to focus time on writing organic posts. There is no algorithm implication for Pages that have lots of Likes\/Followers.","is_hidden":"0","target":"","newslink":"\/blog\/1155\/must-do-or-outdated-inviting-facebook-page-likes-in-2019","thumbnail_display":"\/uploads\/images\/blog\/Blank_400_x_200.png","taginfo":{"info":[{"newsid":"1155","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1155","catid":"28","category":"Facebook","slug":""}],"categories":["28"],"categorylinks":"<a href=\"\/blog\/category\/\">Facebook<\/a>"},"src":"\/uploads\/images\/blog\/Blank_400_x_200.png"},{"id":"1154","title":"Facebook Housing Ads: The New Targeting Reality and What it Means","dateadded":"2019-09-18 09:59:11","article":"<p><span style=\"font-weight: 400;\">How many times can the Facebook Apocalypse hit the marketing world? New algorithms and sweeping changes are hardly anything new to the social media savvy. But if you&rsquo;re in the business of marketing for the housing industry, August 26, 2019 is a date that you&rsquo;ll not soon forget. It was the deadline to identify any ads for U.S. Credit, Employment, and Housing Ads as belonging to a &ldquo;Special Ad Category.&rdquo; This was an accelerated timeline from the original December 31, 2019 originally given in March. Read on to find out what this means for your campaigns.<\/span><\/p>\r\n<h2><span style=\"font-weight: 400;\">Why now &amp; what is changing?<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">In a <\/span><a href=\"https:\/\/newsroom.fb.com\/news\/2019\/03\/protecting-against-discrimination-in-ads\/\"><span style=\"font-weight: 400;\">landmark legal case<\/span><\/a><span style=\"font-weight: 400;\"> in 2018, the National Fair Housing Alliance (NFHA), as well as the American Civil Liberties Union (ACLU), the Communication Workers of America (CWA) and other private parties, filed litigation against Facebook. In June of 2019, Facebook released an <\/span><a href=\"https:\/\/newsroom.fb.com\/news\/2019\/06\/second-update-civil-rights-audit\/\"><span style=\"font-weight: 400;\">update to their Civil Rights Audit<\/span><\/a><span style=\"font-weight: 400;\"> in response to the settlement of this case. One of the four key areas for action described in the audit is &ldquo;Fighting Discrimination in Facebook Ads.&rdquo; As a result, Facebook is rolling out updates so that <\/span><strong>housing ads can no longer target by age, gender or zip code (and geographic areas less than 15 miles).<\/strong><\/p>\r\n<h2><span style=\"font-weight: 400;\">What&rsquo;s gone, exactly?<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">When a campaign is created or edited, a prompt now comes up asking if the campaign is part of a Special Ad Category. Once you select that yes, this is a housing ad, the targeting options become restricted. What is gone in the Housing Special Ad Category:<\/span><\/p>\r\n<ul>\r\n<li><span style=\"font-weight: 400;\">Age&nbsp;<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">Gender <\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">Zip code (but geo-targeting is still available in a minimum 15-mile radius around an address, city, or dropped pin<\/span><span style=\"font-weight: 400;\">)<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">Interests and demographic information that are NOT real estate related<\/span><\/li>\r\n<\/ul>\r\n<p><span style=\"font-weight: 400;\">Essentially, any interest that could be considered a proxy for age or gender has also been removed. For clients that have relied on persona targeting derived from analysis of home buyer data and qualified prospect data, this marks a major shift. Even &ldquo;Outdoor Living&rdquo; is no longer a target-able interest, for our outdoor amenities-focused communities. For 55+ communities, it&rsquo;s going to be vital to include who the community is for in the messaging and ad creative because everyone is going to see the ad, regardless of life stage.<\/span><\/p>\r\n<h3><span style=\"font-weight: 400;\">What&rsquo;s left to target?<\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\">The targeting options for housing are restricted to Real Estate interests and a geographical area that includes a minimum 15-mile radius. Available interests include:<\/span><\/p>\r\n<ul>\r\n<li><span style=\"font-weight: 400;\">Real estate (broadly)<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">Top home listing websites - Zillow, Trulia, Realtor.com<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">Mortgage interests<\/span><\/li>\r\n<li><span style=\"font-weight: 400;\">Renting\/Apartments finder websites<\/span><\/li>\r\n<li>Starter Home and Luxury Home<\/li>\r\n<\/ul>\r\n<p><span style=\"font-weight: 400;\">So you can see that there are still opportunities to segment by type of buyer but the reality is that audiences are going to be much broader than they&rsquo;ve been in the past; which brings up the concern that traffic from Facebook Ads might now be cheaper but less well-qualified.<\/span><\/p>\r\n<h3><span style=\"font-weight: 400;\">How will this impact performance?<\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\">Since August 26, the social media ads team at Blue Sky Marketing has been keeping a close eye on how this affects campaign performance and are working closely with our dedicated Marketing Expert at Facebook to mitigate any negative effects. We're implementing lower-funnel campaigns in addition to broader ones, revising creative where possible to create more signals for interest and intent, and improving pixel implementation on websites for more robust signal health.<\/span><\/p>\r\n<h2><span style=\"font-weight: 400;\">What&rsquo;s the new strategy?<\/span><\/h2>\r\n<ul>\r\n<li><span style=\"font-weight: 400;\"><strong>Relevant Ad Creative<\/strong> - w<\/span>hile it&rsquo;s always been important to have engaging and relevant ad creative, it&rsquo;s now more crucial than ever. Creative and messaging must catch the eye of just the right prospect to maintain high-quality traffic from Facebook ads.\r\n<ul>\r\n<li>Use videos or anything with motion, and keep descriptions crisp and concise.<\/li>\r\n<li>Set up dynamic home inventory carousel ads from your website feed of homes.<\/li>\r\n<li>Make sure your ads are going to the best landing page possible to invite visitors to connect and nurture those connections with strong email marketing and re-targeting messages.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<li><strong>Remarketing for Lower Funnel Objectives<\/strong> - since we know that we'll get more lower-intent traffic from a broader audience, use remarketing to re-engage those prospects with lower-funnel conversion campaigns to complete crucial actions on the site.<\/li>\r\n<li><strong>Special Ad Audiences<\/strong> - If you have access to buyer or prospect lists (emails and phone numbers), set up Special Ad Audiences for targeting. These are basically Lookalike audiences for these special categories, which are audiences built of similar profiles that are in your uploaded list.&nbsp;<\/li>\r\n<li><strong>Event or Promotional Messages Marketing<\/strong> - only ad campaigns that are selling homes or communities are restricted. If you're promoting an event or some other promotional message (like about schools opening, new commercial development, and news of that nature), all of Facebook's targeting is fair game. Craft your marketing, content and social planning around announcements and engagements like this that will drive traffic to the website based on demographics and interests.<\/li>\r\n<li><strong>Improve Facebook Pixel Signal Health<\/strong> - make sure that you have a Facebook pixel installed on your website first and foremost, but also develop better \"signal health\" with conversion tracking in your Events Manager. This is a crucial and more technical tactic but will help Facebook to know who is completing desired actions on the website and find more profiles like them. It also helps you implement those lower-funnel campaigns mentioned above.<\/li>\r\n<li><strong>Test with Third Party Data Lists<\/strong> - if you are dedicated to persona targeting which requires demographic information to be successful, third party data companies can sell hashed lists of Facebook profiles using Custom Audiences.&nbsp;<\/li>\r\n<li><strong>Test, Test, Test<\/strong> - As always, test, test, test and let the data drive your marketing decisions.<\/li>\r\n<\/ul>\r\n<h2>We Can Help - Reach Out Today!<\/h2>\r\n<p><span style=\"font-weight: 400;\">The social media advertising team at Blue Sky Marketing dove deep into the new Facebook marketing reality to craft a set of best practices you can use to ensure a smooth transition. Reach out to talk to us about how we can help your campaigns transition with ease. <\/span><\/p>\r\n<p><span style=\"font-weight: 400;\"><a href=\"mailto:michelle@blueskymkt.com\" target=\"_blank\" rel=\"noopener\">Email us<\/a>. Call Michelle at <a href=\"tel:713-818-0070\">713.818.0070<\/a>. Or fill out a <a href=\"\/contact\">contact us<\/a> form and we will call you.&nbsp;<\/span><\/p>","date_modified":"2019-09-23 13:20:30","createdby":"13","modifiedby":"39","newsdate":"2019-09-18 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Kate Nilsen","thumbnail":"\/uploads\/images\/blog\/Facebook-Advertising-Logo.jpg","headingphoto":null,"meta_title":"The New Targeting Reality and What it Means for Facebook Housing Ads","meta_desc":"Facebook ads in the housing, employment and credit industries have taken a new turn and marketers are having to keep up. Here's what you need to know.","is_hidden":"0","target":"","newslink":"\/blog\/1154\/facebook-housing-ads-the-new-targeting-reality-and-what-it-means","thumbnail_display":"\/uploads\/images\/blog\/Facebook-Advertising-Logo.jpg","taginfo":{"info":[{"newsid":"1154","tagid":"209","tag":"Facebook advertising","slug":"facebook-advertising"},{"newsid":"1154","tagid":"212","tag":"social media ads","slug":"social-media-ads"},{"newsid":"1154","tagid":"213","tag":"HEC ruling","slug":"hec-ruling"},{"newsid":"1154","tagid":"214","tag":"homebuilder facebook ads","slug":"homebuilder-facebook-ads"}],"tags":["209","212","213","214"],"taglinks":"<a href=\"\/blog\/tag\/facebook-advertising\">Facebook advertising<\/a>, <a href=\"\/blog\/tag\/social-media-ads\">social media ads<\/a>, <a href=\"\/blog\/tag\/hec-ruling\">HEC ruling<\/a>, <a href=\"\/blog\/tag\/homebuilder-facebook-ads\">homebuilder facebook ads<\/a>"},"categoryinfo":{"info":[{"newsid":"1154","catid":"39","category":"Facebook Ads","slug":""}],"categories":["39"],"categorylinks":"<a href=\"\/blog\/category\/\">Facebook Ads<\/a>"},"src":"\/uploads\/images\/blog\/Facebook-Advertising-Logo.jpg"},{"id":"1153","title":"#INBOUND19: CMO of HubSpot Kipp Bodnar & SparkToro's Rand Fishkin","dateadded":"2019-09-05 10:07:04","article":"<p><strong>Couldn't make it to HubSpot INBOUND 2019? Let us share some takeaways!<\/strong><\/p>\r\n<div>&nbsp;<\/div>\r\n<h1><strong>Session:&nbsp;Marketing Then &amp; Now: A Fireside Chat with SparkToro's Founder Rand Fishkin and HubSpot's CMO Kipp Bodnar<\/strong><\/h1>\r\n<div>&nbsp;<\/div>\r\n<h3>Top takeaways:<\/h3>\r\n<div>\r\n<ol class=\"m_-2632614386395774611MailOutline\">\r\n<ol class=\"m_-2632614386395774611MailOutline\">\r\n<li><strong>Privacy laws and steps that browsers are taking are soon going to make multichannel funnels more difficult to track.&nbsp;Correlation vs causation reporting shifts are going to be a lot of what is&nbsp;happening in 6-12 months. Brand search lift, etc&nbsp;is going to have to start&nbsp;being important vs direct attribution.<\/strong><\/li>\r\n<li>Consolidation of Distribution is a tricky thing these days. Google &amp; Facebook own everything. Specialists are kinda becoming necessary to keep up. With so much inventory consolidated into these companies, working with or becoming specialists is going to be key to success there. Also looking at other opportunities for targeting like Podcasts and OTT (Hulu, etc.) should be a constant for marketers.<\/li>\r\n<li>Data is destroying the ability to differentiate since we&rsquo;re so driven to do &ldquo;what will work\".&nbsp;We are driven to a society of sameness. We reduce&nbsp;risk of failure but you can&rsquo;t see long&nbsp;term potential and wins when we're only keeping the eye on short-term gains.<\/li>\r\n<li>Storytelling and differentiation are important &mdash; so finding a way to balance short term data-driven goals with long-term brand building goals (that you need to find metrics to support to operational type folks)<\/li>\r\n<li>Differentiation builds durable brands.<\/li>\r\n<li>Content Strategy &ndash; think beyond your prospect. You need&nbsp;to create content for people will amplify&nbsp;it to create the search engine signals that will&nbsp;help with organic ranking. Think about data journalism.&nbsp;Interactive elements.&nbsp;The experience of it is important for the CLICK beyond just the structured snippet.<\/li>\r\n<li>Focus on Depth and Quality of information. The democratization of information on the internet has led to a lot of content, but not good content. Differentiate by creating content that actually answers the consumer's question and is valuable to them. Revisit previously created content and add more meat to it as a starting point.<\/li>\r\n<\/ol>\r\n<\/ol>\r\n<div>Want to discuss in more detail? <a href=\"mailto:michelle@bluesymkt.com\" target=\"_blank\" rel=\"noopener\">Reach out<\/a>. We're happy to coffee and chat.&nbsp;<\/div>\r\n<div>&nbsp;<\/div>\r\n<\/div>","date_modified":"2019-09-05 10:55:17","createdby":"12","modifiedby":"13","newsdate":"2019-09-04 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Michelle LeBlanc","thumbnail":"\/uploads\/images\/blog\/HubSpot2019-FutureOfMarketing.jpg","headingphoto":null,"meta_title":"Couldn't make it to HubSpot INBOUND 2019? Let us share some takeaways!","meta_desc":"Top Takeaways from\u00c2\u00a0\"Marketing Then & Now: A Fireside Chat with SparkToro's Founder Rand Fishkin and HubSpot's CMO Kipp Bodnar\"","is_hidden":"0","target":"","newslink":"\/blog\/1153\/inbound19-cmo-of-hubspot-kipp-bodnar--sparktoros-rand-fishkin","thumbnail_display":"\/uploads\/images\/blog\/HubSpot2019-FutureOfMarketing.jpg","taginfo":{"info":[{"newsid":"1153","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1153","catid":"29","category":"SEO","slug":""},{"newsid":"1153","catid":"35","category":"Inbound Marketing","slug":""},{"newsid":"1153","catid":"37","category":"Hubspot","slug":""}],"categories":["29","35","37"],"categorylinks":"<a href=\"\/blog\/category\/\">SEO<\/a>, <a href=\"\/blog\/category\/\">Inbound Marketing<\/a>, <a href=\"\/blog\/category\/\">Hubspot<\/a>"},"src":"\/uploads\/images\/blog\/HubSpot2019-FutureOfMarketing.jpg"},{"id":"1151","title":"A Guide to Blogging for Senior Living Communities ","dateadded":"2019-08-01 15:08:47","article":"<p>You have an incredible community, tenants that rave about you, and people inquiring. You want to keep this momentum going. So, what additional value can you add to your community? A blog can be a great place to start and can serve as a Q&amp;A for prospective residents, provide instructions on best practices for the transition, and even offer up suggestions and tips from specialists in the senior living field.<\/p>\r\n<p>A blog can also showcase your events and community atmosphere. If you host packed nights of Bingo, and movie nights with popcorn, it&rsquo;s always wonderful to allow families and prospective residents to take a peek inside of the building. Do you have a news section on your website? This can oftentimes also serve as your dedicated update and resource location.<\/p>\r\n<p>Maybe you offer some tips on affordability, and\/or levels of care. These resources can be extremely important for some families as they research and look for a senior living facility. Regularly posting new, valuable content will also help with your SEO strategy. Check out our blog here on <a href=\"\/blog\/1150\/how-to-improve-seo-for-your-assisted-living-community\">How To Improve SEO For Your Assisted Living Community<\/a>&nbsp;<\/p>\r\n<p><em><strong>If you are just getting started, or you have an existing blog, there are a few things you may want to consider prior to drafting your next blog.<\/strong><\/em><\/p>\r\n<h2>The Best Blog Topics for Your Senior Living Community<\/h2>\r\n<p>You may have a few moments of writer&rsquo;s block, but the best way to combat this is to pay close attention to the questions that your families are asking. When a family (or daughter) of an aging parent calls in to schedule a tour &ndash; what&rsquo;s the process like for them? Do they find it easy to navigate through your website? Can they find you on Google Maps? If yes, then you can be sure to include these helpful links on a &ldquo;Plan Your Tour&rdquo; blog post. What about once they prepare to come for a tour? Do you have a checklist for questions to help guide them in their search? If you don&rsquo;t have this, <a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5052826\/5b32b896-f17d-46cf-87f5-2ee9922b0aef\" target=\"_blank\" rel=\"noopener\">you may want to see our senior living checklist here that you can customize and make your own<\/a>.<\/p>\r\n<p>When those families arrive, what questions do they ask? What are some of their concerns? This is possibly something that you could address in a blog post.<\/p>\r\n<p>Once a senior living member joins your community &ndash; what type of follow-up do you have with them to ensure that they are pleased and comfortable in their new home? If you have someone that stops by after a certain time, what do they say? Do they say the reasons why they chose your community? Maybe it was the accessibility to a major city, the menu, proximity to family and friends, or maybe even the levels of care. Whichever reason, these are all great sources of feedback to help answer questions online. Delivering well-designed, relevant, and personalized messages to your audience allow you to educate, build loyalty, and create a space where families and prospective residents alike can engage with your brand.<\/p>\r\n<h2>How Often Should I Post on My Senior Living Community&rsquo;s Blog?<\/h2>\r\n<p>You may be wondering how often to post. While some blogs receive daily, weekly, and even hourly updates, most only update at the frequency in which you have something new to promote. This may be an enrollment offer or a newly added feature to your facility.<\/p>\r\n<p>Posting should be based on a specific timeline. While it&rsquo;s important to have relevant content online, it is more important for the content to serve a specific purpose. Is it helping to field some of the questions, or engage your audience with a better understanding of who you are? How many people are viewing and consuming your materials?<\/p>\r\n<p>Let&rsquo;s say you have quite a lot of content on your blog, but looking at the analytics, you see that they are not being read. Maybe you could take a second look at them and revise the content or even update the materials to be relevant. If you have any questions about your online analytics and would like an assessment, we would be happy to help you.<\/p>\r\n<!--HubSpot Call-to-Action Code -->\r\n<p><span id=\"hs-cta-wrapper-178d7111-ec1c-4830-8645-e92e3ad8c2bb\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-178d7111-ec1c-4830-8645-e92e3ad8c2bb\" class=\"hs-cta-node hs-cta-178d7111-ec1c-4830-8645-e92e3ad8c2bb\"><!-- [if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5052826\/178d7111-ec1c-4830-8645-e92e3ad8c2bb\" target=\"_blank\" rel=\"noopener\"><img id=\"hs-cta-img-178d7111-ec1c-4830-8645-e92e3ad8c2bb\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5052826\/178d7111-ec1c-4830-8645-e92e3ad8c2bb.png\" alt=\"SCHEDULE YOUR COMPLIMENTARY ASSESSMENT\" \/><\/a><\/span>\r\n<script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script>\r\n<script type=\"text\/javascript\">\/\/ <![CDATA[\r\nhbspt.cta.load(5052826, '178d7111-ec1c-4830-8645-e92e3ad8c2bb', {});\r\n\/\/ ]]><\/script>\r\n<\/span><\/p>\r\n<!-- end HubSpot Call-to-Action Code -->\r\n<h2>What Makes You A Unique Senior Living Community?<\/h2>\r\n<p>Yes, we really did ask that. What sets your community apart from your competition? What activities do you offer for your residents? Do you have a beauty parlor, where ladies are able to get their hair set and nails painted? Do you offer an exercise room with instructors that teach on a weekly schedule? This is something that you can share about it in a post. Do you have weekly transportation that takes your senior living residents to appointments or shopping centers? If so, these details may just be the tipping point for families looking to make a transition for their loved one.<\/p>\r\n<p><strong>A blog can be a vital resource where you end up educating and informing the senior living community from locations near and far.<\/strong>&nbsp;<\/p>\r\n<h3>Let Blue Sky Marketing Help<\/h3>\r\n<p><strong>If you need help with your content strategy, SEO, or want to talk about what our team can do for your Senior Living community, <!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-node hs-cta-7d4001c7-03b0-45c0-9b27-b59dde89c358\"><!-- [if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5052826\/7d4001c7-03b0-45c0-9b27-b59dde89c358\" target=\"_blank\" rel=\"noopener\"><img id=\"hs-cta-img-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5052826\/7d4001c7-03b0-45c0-9b27-b59dde89c358.png\" alt=\"schedule a call with Michelle LeBlanc\" \/><\/a><\/span>\r\n<script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script>\r\n<script type=\"text\/javascript\">\/\/ <![CDATA[\r\nhbspt.cta.load(5052826, '7d4001c7-03b0-45c0-9b27-b59dde89c358', {});\r\n\/\/ ]]><\/script>\r\n<\/span><!-- end HubSpot Call-to-Action Code -->, founder and chief marketing strategist at Blue Sky Marketing.<\/strong><\/p>","date_modified":"2019-08-29 10:22:32","createdby":"50","modifiedby":"50","newsdate":"2019-08-02 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/files\/SL\/_blog.jpg","headingphoto":null,"meta_title":"A Guide to Blogging for Senior Living Communities ","meta_desc":"A blog is a great place to start and can serve as a Q&A for prospective residents of your assisted living community. Read more and contact us for an assessment.","is_hidden":"0","target":"","newslink":"\/blog\/1151\/a-guide-to-blogging-for-senior-living-communities-","thumbnail_display":"\/uploads\/files\/SL\/_blog.jpg","taginfo":{"info":[{"newsid":"1151","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1151","catid":"29","category":"SEO","slug":""},{"newsid":"1151","catid":"32","category":"senior living","slug":""},{"newsid":"1151","catid":"36","category":"Blogging","slug":""}],"categories":["29","32","36"],"categorylinks":"<a href=\"\/blog\/category\/\">SEO<\/a>, <a href=\"\/blog\/category\/\">senior living<\/a>, <a href=\"\/blog\/category\/\">Blogging<\/a>"},"src":"\/uploads\/files\/SL\/_blog.jpg"},{"id":"1150","title":"How To Improve SEO For Your Assisted Living Community","dateadded":"2019-07-22 17:28:57","article":"<p>With more seniors using search and social media today, senior living communities need an effective senior living SEO strategy to increase visibility and climb to the top of search results. Sixty-seven (67%) percent of seniors are online today; we know that they are looking &ndash; the question is, who will they find? SEO is also critical to target your specific audience and differentiate from other senior living options. Seniors looking for independent living communities will use different keywords and a different search approach than seniors or their families looking for assisted living or skilled nursing.<\/p>\r\n<h2><strong><img style=\"float: right; margin: 10px;\" src=\"\/uploads\/files\/SL\/seniors-laptop.jpg\" alt=\"Search Engine Optimization for Senior Living Communities\" width=\"300\" height=\"300\" \/>Senior Living Keyword Research<\/strong><\/h2>\r\n<p>Ranking for keywords is important but only if those keywords are used by your target audience. There are quite a few tools that can help you pick the best terms. Google Keyword Planner and Keywordtool.io are great places to start, they&rsquo;re free and will give you insights and estimates of search volumes. This can help you narrow down to the keywords you really want and ensure that your content remains relevant. Senior living can be very specific and very local; the best approach to get local traffic is to target keywords with high volume of search as well as keywords with geo identifiers. For example, if your assisted living community is located in Houston, Texas, you&rsquo;ll want to include the terms Houston, Texas in some of your keyword phrases so that prospects in the Houston area can find your website.<\/p>\r\n<p>Long-tail keywords are also critical for traffic generation. For example, a long-tail keyword for an assisted living community could be &ldquo;assisted living in Texas&rdquo; or &ldquo;affordable assisted living.&rdquo; They&rsquo;re more specific, may not necessarily have a high volume of search traffic, but tend to be less competitive (and therefore less expensive) for bringing in the people you want.<\/p>\r\n<h2><strong>Go Beyond Keywords<\/strong><\/h2>\r\n<p>Google whips out more sophisticated algorithms regularly and becomes a bit smarter every day. Search engines have begun incorporating the semantic web concept, identifying context and better aligning search queries with the user&rsquo;s intent and behavior.&nbsp; What this means is that you need to do more than just have specific keywords on your website or optimized metadata and H-titles. Your content needs to be free and valuable. In the senior living market, it could be a downloadable PDF with a checklist to help families find the best community for their senior parent. Click on the button below to download a template.<\/p>\r\n<!--HubSpot Call-to-Action Code -->\r\n<p><span id=\"hs-cta-wrapper-5b32b896-f17d-46cf-87f5-2ee9922b0aef\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-5b32b896-f17d-46cf-87f5-2ee9922b0aef\" class=\"hs-cta-node hs-cta-5b32b896-f17d-46cf-87f5-2ee9922b0aef\"><!-- [if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5052826\/5b32b896-f17d-46cf-87f5-2ee9922b0aef\" target=\"_blank\" rel=\"noopener\"><img id=\"hs-cta-img-5b32b896-f17d-46cf-87f5-2ee9922b0aef\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5052826\/5b32b896-f17d-46cf-87f5-2ee9922b0aef.png\" alt=\"DOWNLOAD CHECKLIST TEMPLATE\" \/><\/a><\/span>\r\n<script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script>\r\n<script type=\"text\/javascript\">\/\/ <![CDATA[\r\nhbspt.cta.load(5052826, '5b32b896-f17d-46cf-87f5-2ee9922b0aef', {});\r\n\/\/ ]]><\/script>\r\n<\/span><\/p>\r\n<!-- end HubSpot Call-to-Action Code -->\r\n<h2><strong>Optimize for Conversions <\/strong><\/h2>\r\n<p>You&rsquo;ve worked to increase traffic on your website, but that traffic needs to convert. While defining your SEO strategy, you also want to look at your website design and user experience. Is your website design senior-friendly? Are your landing pages optimized for conversions? Do you have phone numbers, online forms, a newsletter sign-up, clear call-to-action callouts in place?<\/p>\r\n<p>Consider your mobile website experience as well. Does your website load fast? Visitors do not like to wait and will leave if it takes more than three seconds to load, thereby limiting your growth and lead generation. And since the latest Google Speed Update, a slow mobile site also affects your ranking. <a href=\"https:\/\/www.thinkwithgoogle.com\/feature\/testmysite\" target=\"_blank\" rel=\"noopener\">Run a test here<\/a>.<\/p>\r\n<hr \/>\r\n<h2><span style=\"color: #079ad7;\"><strong>Want to learn how to use Inbound Marketing for you Senior Living Community?&nbsp;<\/strong><\/span><\/h2>\r\n<p><span class=\"highlight\"><strong>A great way to generate highly qualified leads is implementing inbound marketing solutions. Download our White Paper below to learn how use inbound marketing to market your senior living community.<\/strong><\/span>&nbsp;<\/p>\r\n<table class=\"collapsible\" cellspacing=\"10\" cellpadding=\"5\">\r\n<tbody>\r\n<tr>\r\n<td class=\"collapsible\">\r\n<p><img src=\"\/uploads\/images\/SeniorLiving\/White-Paper-Inbound-Marketing.jpg\" alt=\"How To Effectively Use Inbound Marketing For Your Senior Living Community\" width=\"250\" height=\"320\" \/><\/p>\r\n<\/td>\r\n<td><!-- [if lte IE 8]>\r\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2-legacy.js\"><\/script>\r\n<![endif]-->\r\n<script charset=\"utf-8\" src=\"\/\/js.hsforms.net\/forms\/v2.js\" type=\"text\/javascript\"><\/script>\r\n<script>\/\/ <![CDATA[\r\nhbspt.forms.create({\r\n\tportalId: \"5052826\",\r\n\tformId: \"4eec4cf5-c7d8-40e0-8f02-fd0e790fc33e\"\r\n});\r\n\/\/ ]]><\/script>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<hr \/>\r\n<h2><strong>Keep Your Content Fresh and Relevant <\/strong><\/h2>\r\n<p>More than ever before, people search for information online and read reviews in order to make a decision (by the way: what do your reviews look like on social media and listing websites?). You will attract more traffic if you regularly publish new, valuable content that helps your visitors learn more about your assisted living facility and provides tools to select the right community for their needs.<\/p>\r\n<p>Google loves fresh content (did you know that they have a Freshness Algorithm and a fresh content ranking factor?). Your new content, obviously optimized for your chosen keywords, and frequent updates let Google know that your site is relevant to the topic and will, therefore, help with your rank. The more good content your website has, the better.<\/p>\r\n<h2><strong>Build Backlinks<\/strong><\/h2>\r\n<p>A high-quality, diverse link building campaign is instrumental to your SEO strategy. Search engines like Google measure relevancy and popularity based on how many times your website is linked across the web. A great way to build highly relevant backlinks is to get your senior living facility listed and verified on Google My Business as well as on senior living directories like A Place For Mom, caring.com, senioradvisor.com, retirementliving.com, or seniorly.com. This will also help attract visitors who would not have found you otherwise.<\/p>\r\n<p>It&rsquo;s critical to keep your information consistent throughout the directories and using a data management tool like Yext or similar will make your life so much easier.&nbsp;<\/p>\r\n<h3>Let Blue Sky Marketing Help<\/h3>\r\n<p>If you need help with your SEO strategy or want to talk about what our team can do for your senior living community, <!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-node hs-cta-7d4001c7-03b0-45c0-9b27-b59dde89c358\"><!-- [if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5052826\/7d4001c7-03b0-45c0-9b27-b59dde89c358\" target=\"_blank\" rel=\"noopener\"><img id=\"hs-cta-img-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-img\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5052826\/7d4001c7-03b0-45c0-9b27-b59dde89c358.png\" alt=\"schedule a call with Michelle\" \/><\/a><\/span>\r\n<script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script>\r\n<script type=\"text\/javascript\">\/\/ <![CDATA[\r\nhbspt.cta.load(5052826, '7d4001c7-03b0-45c0-9b27-b59dde89c358', {});\r\n\/\/ ]]><\/script>\r\n<\/span><!-- end HubSpot Call-to-Action Code -->&nbsp;, founder and chief marketing strategist at Blue Sky Marketing.<\/p>\r\n<p>&nbsp;<\/p>","date_modified":"2019-08-29 10:23:35","createdby":"21","modifiedby":"50","newsdate":"2019-07-24 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/searching-engine-optimizing-seo-browsing-concept_53876-64993.jpg","headingphoto":null,"meta_title":"How To Improve SEO For Your Assisted Living Community","meta_desc":"With more seniors using search and social media, senior living communities need an effective senior living SEO strategy to increase visibility. Read on.","is_hidden":"0","target":"","newslink":"\/blog\/1150\/how-to-improve-seo-for-your-assisted-living-community","thumbnail_display":"\/uploads\/images\/blog\/searching-engine-optimizing-seo-browsing-concept_53876-64993.jpg","taginfo":{"info":[{"newsid":"1150","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1150","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1150","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1150","catid":"29","category":"SEO","slug":""},{"newsid":"1150","catid":"32","category":"senior living","slug":""},{"newsid":"1150","catid":"35","category":"Inbound Marketing","slug":""}],"categories":["3","24","29","32","35"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">SEO<\/a>, <a href=\"\/blog\/category\/\">senior living<\/a>, <a href=\"\/blog\/category\/\">Inbound Marketing<\/a>"},"src":"\/uploads\/images\/blog\/searching-engine-optimizing-seo-browsing-concept_53876-64993.jpg"},{"id":"1149","title":"3 Paid Search Tips for Your Assisted Living Community","dateadded":"2019-07-22 17:18:59","article":"<p><strong>With 95,000 Google searches for Assisted Living in the last 12 months, Pay-Per-Click ads (PPC) which start as low as a couple of dollars per click, are a great way to generate leads. Google Ads and other paid search programs place your ads at the top of the search engine results page, where prospect residents and their families can find you.<\/strong><\/p>\r\n<p><strong><img style=\"float: left; margin: 10px;\" src=\"\/uploads\/images\/blog\/premier-google-partner.png\" alt=\"Blue Sky Marketing Google Premier Partner\" width=\"250\" height=\"86\" \/><\/strong><\/p>\r\n<p style=\"text-align: left;\">Over the last three years on Google, search engine results page (SERP) click-through-rates (CTR) lost 34.4 percent of click share on desktop and 61.5 percent of click share on mobile (Moz Data, July 2019) due to Google's Knowledge Graph and Structured Snippets. Paid ads have further contributed to pushing organic results down on SERPs and have steadily gained more real estate since 2010.<\/p>\r\n<p style=\"text-align: left;\">Working at a faster rate than SEO (Take a look at our blog on <a href=\"\/blog\/1150\/how-to-improve-seo-for-your-assisted-living-community\"><u>How to Improve SEO for your Assisted Living Community<\/u><\/a>), PPC can connect you right away with an audience that&rsquo;s already searching for your services. The very nature of paid search is to deliver a lead that&rsquo;s already moving down the funnel. The user lands on your website and wants information, or has questions that need to be answered quickly.<\/p>\r\n<h2><strong>SEO-informed Keyword Research<\/strong><\/h2>\r\n<p><a href=\"https:\/\/ads.google.com\/home\/tools\/keyword-planner\/\">Google Keyword Planner<\/a> and <a href=\"https:\/\/keywordtool.io\/\">Keywordtool.io<\/a> are great places to start. They&rsquo;re free and will give you insights and bid estimates of search volumes. <a href=\"https:\/\/trends.google.com\/trends\/?geo=US\">Google Trends<\/a> is also a good tool and can provide you with an overview of how a search term has changed over time. Use forums, social media and review sites to align your SEO strategy and your content with your audience and their intent. You&rsquo;ll also want to collect a list of your competitors to identify more keywords ideas (and eventually start building competitor ads).<\/p>\r\n<p><a href=\"\/blog\/1150\/how-to-improve-seo-for-your-assisted-living-community\">As we say in our blog here<\/a>, Senior living can be very local; the best approach to get local traffic is to target keywords with high volume of search as well as keywords with geo identifiers. For example, if your assisted living community is in Houston, Texas you&rsquo;ll want to include the terms Houston, Texas in some of your keywords so that prospects in the Houston area can find you.&nbsp;<\/p>\r\n<p>Long-tail keywords are also critical to generate traffic. They&rsquo;re more specific, may not necessarily have a high volume of search traffic but tend to be less competitive and therefore less expensive. &nbsp;<\/p>\r\n<h2><strong>So Many Formats, So Many Options <\/strong><\/h2>\r\n<p>Google offers different ad formats that can be used for your Senior Living Community: Expanded Text Ads, Responsive Ads, Image Ads, Video Ads, and Call-only Ads.<\/p>\r\n<p>Ad Extensions are too good to be overlooked and can expand your ad with additional information &mdash; giving prospects more reasons to choose your facility. They can increase an ad&rsquo;s click-through-rate (CTR) by several percentage points. Extension formats include call buttons, location information, links, additional text and more. By adding more content to your ad, extensions give you more real estate, and even greater visibility and prominence on the search engine results page.<\/p>\r\n<h2><strong>Optimize your Landing Pages and Track Conversions<\/strong><\/h2>\r\n<p>What happens when your lead clicks on the ad and lands on your website? What will they find? When creating your landing page, make sure that it aligns with your ad. Use the same keywords and text so that the message is consistent.<\/p>\r\n<p>Keep it simple and make it easy for the lead to convert into a customer. Do you want them to call you? Make sure your call-to-action and phone number are front and center. Do you want them to fill out a form? Be sure to provide an incentive or reason for them to share their contact information. Do you want them to visit? Embed a map with directions to your facility.<\/p>\r\n<p>Tracking is immensely important. Make sure your Google Ads and Google Analytics are connected, and if you&rsquo;re interested in listening to your calls for quality assurance, a call tracking tool like <a href=\"https:\/\/www.callrail.com\/\">CallRail<\/a> will be very useful.&nbsp;<\/p>\r\n<h3><strong>Let Blue Sky Marketing Help<\/strong><\/h3>\r\n<p class=\"p2\">Blue Sky Marketing is <a href=\"\/blog?pg=blog&amp;article=1148\"><strong>a&nbsp;Google Premier Partner<\/strong><\/a>&nbsp;(that means that Google tested our skills, think we're great, and gives us we have access to exclusive information, insights, and support not available otherwise. <a href=\"\/blog\/1106\/blue-sky-marketing-receives-google-premier-partner-status\">See full details here<\/a>).<\/p>\r\n<p><strong>If you need help with your paid search marketing strategy and landing page optimization or want to talk about what our team can do for your Senior Living community, <!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-node hs-cta-7d4001c7-03b0-45c0-9b27-b59dde89c358\"><!-- [if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5052826\/7d4001c7-03b0-45c0-9b27-b59dde89c358\" target=\"_blank\" rel=\"noopener\"><img id=\"hs-cta-img-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-img\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5052826\/7d4001c7-03b0-45c0-9b27-b59dde89c358.png\" alt=\"schedule a call with Michelle LeBlanc\" \/><\/a><\/span>\r\n<script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script>\r\n<script type=\"text\/javascript\">\/\/ <![CDATA[\r\nhbspt.cta.load(5052826, '7d4001c7-03b0-45c0-9b27-b59dde89c358', {});\r\n\/\/ ]]><\/script>\r\n<\/span><!-- end HubSpot Call-to-Action Code -->, founder and chief marketing strategist at Blue Sky Marketing.<\/strong>&nbsp;<\/p>","date_modified":"2019-08-29 10:24:15","createdby":"21","modifiedby":"50","newsdate":"2019-07-22 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/files\/SL\/ppc.jpg","headingphoto":null,"meta_title":"3 Paid Search Tips for Your Assisted Living Community","meta_desc":"With 95,000 Google searches for Assisted Living in the last 12 months, Pay-Per-Click ads (PPC) are a great way to generate leads. Click to read more.","is_hidden":"0","target":"","newslink":"\/blog\/1149\/3-paid-search-tips-for-your-assisted-living-community","thumbnail_display":"\/uploads\/files\/SL\/ppc.jpg","taginfo":{"info":[{"newsid":"1149","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1149","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1149","catid":"27","category":"Google","slug":""},{"newsid":"1149","catid":"32","category":"senior living","slug":""},{"newsid":"1149","catid":"33","category":"Paid Search","slug":""},{"newsid":"1149","catid":"34","category":"Google Ads","slug":""}],"categories":["4","27","32","33","34"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/\">Google<\/a>, <a href=\"\/blog\/category\/\">senior living<\/a>, <a href=\"\/blog\/category\/\">Paid Search<\/a>, <a href=\"\/blog\/category\/\">Google Ads<\/a>"},"src":"\/uploads\/files\/SL\/ppc.jpg"},{"id":"1148","title":"How To Achieve SMART Goals For Your Senior Living Community","dateadded":"2019-07-16 01:20:05","article":"<p>We all have goals and aspirations, but how will you achieve them? SMART goals are both effective and easy to understand. They are grounded in reality and broken into bite-sized pieces, so you can easily digest them to complete the overall objective. Have you ever been told to &ldquo;work smarter and not harder&rdquo;? This is exactly how you can do that.<\/p>\r\n<p><img style=\"margin-right: 15px; margin-left: 15px; float: left;\" src=\"\/uploads\/files\/SL\/Smart-Idea.jpg\" alt=\"SMART Goals For Your Senior Living Community\" width=\"300\" height=\"289\" \/>First, let&rsquo;s break down the acronym, SMART: Specific, Measurable, Attainable, Relevant, and Time-bound. These outline the specifics that you will outline in order to meet your goals\/objectives.<\/p>\r\n<p>To better understand, let&rsquo;s walk through the process of setting a SMART goal that could be useful for your organization.<\/p>\r\n<h6><strong>Common Goal:<\/strong> Resident Capacity at 100% in our Senior Living Facility with a wait-list.<\/h6>\r\n<p>To most, this looks like a wonderful goal, however, it&rsquo;s missing some vital ingredients to be attainable. <strong><em>How<\/em><\/strong> will we measure\/track when we are at capacity? <strong><em>When<\/em><\/strong> are you looking to complete this by?&nbsp;<\/p>\r\n<p>Let&rsquo;s break this goal down to see if we can come up with a SMART iteration of this goal.<\/p>\r\n<table style=\"width: 65%; margin-left: auto; margin-right: auto;\" cellpadding=\"5\">\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 50%; text-align: center; vertical-align: top;\"><a href=\"\/blog\/1149\/3-paid-search-tips-for-your-assisted-living-community\"><img src=\"\/uploads\/files\/SL\/ppc.jpg\" alt=\"Paid Search Tips for Assisted Living Community\" width=\"200\" height=\"161\" \/><\/a><\/td>\r\n<td style=\"width: 50%; text-align: left; vertical-align: top;\">\r\n<p><span class=\"highlight\">Related Reading: 3 Paid Search Tips for Your Assisted Living Community <\/span><\/p>\r\n<p class=\"button\" style=\"text-align: center;\"><a href=\"\/blog\/1149\/3-paid-search-tips-for-your-assisted-living-community\">Read On&nbsp;&raquo;<\/a><\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h2><strong>Specific <\/strong><\/h2>\r\n<p>The &ldquo;S&rdquo; of your SMART goal is where we can break it down into the who, what, when, where, and why. These are the core specifics that we need to define to determine our goal.<\/p>\r\n<ul>\r\n<li><strong>Who:<\/strong> New Haven Senior Living Community<\/li>\r\n<li><strong>What:<\/strong> To be at 100% capacity with a wait-list<\/li>\r\n<li><strong>When:<\/strong> By the end of Q4<\/li>\r\n<li><strong>Where:<\/strong> Primary location in The Woodlands, Texas<\/li>\r\n<li><strong>Why:<\/strong> We will receive funding for our next location<\/li>\r\n<\/ul>\r\n<h2><strong><img style=\"margin-right: 10px; margin-left: 10px; float: right;\" src=\"\/uploads\/files\/SL\/smart-goals-.jpg\" alt=\"SMART Goals Are Measurable\" width=\"300\" height=\"300\" \/>Measurable<\/strong><\/h2>\r\n<p>After defining your goal, how do you measure it? Metrics are key here, allowing you to accurately reflect success and compare stats as metrics change.<\/p>\r\n<p>When do you know that you have achieved the desired outcome of your goal? Measure in milestones. This may be a number of residents in counted in a quarterly report, the desired earnings total, or some other variable. Ultimately, the &ldquo;M&rdquo; piece of your SMART goal should be able to be represented by a tangible number.<\/p>\r\n<ul>\r\n<li>Our resident capacity is maxed out at 350 residents. Each resident is equivalent to $48K annually. Therefore, our goal is to make $16.8M monthly or be at 350\/350 resident capacity.<\/li>\r\n<\/ul>\r\n<h2>Attainable<\/h2>\r\n<p>How will your goal be achieved? Ensure that the &ldquo;A&rdquo; piece of your SMART goal is attainable. This is an actionable step that really asks if we have the resources to achieve success. You must have clarity in action to break down your goals into sub-tasks so that you can achieve small actionable steps that lead to overall success.<\/p>\r\n<ul>\r\n<li>If you are currently at 10 residents by the end of Q1 &ndash; it may not be an attainable goal to be maxed out by Q4. This goal should be attainable and within reach.<strong>&nbsp;<\/strong><\/li>\r\n<\/ul>\r\n<h2><strong>Relevant <\/strong><\/h2>\r\n<p>The &ldquo;R&rdquo; in your SMART goal stands for relevancy, the point at which effort meets high-value goals. This means that your SMART goal is set-up to meet your overall business objectives. If you are looking to receive funding for your next facility (and you must be at 100% resident capacity to receive the money), then a goal of filling your resident capacity is perfectly relevant and aligned with your objective. If they don&rsquo;t align with your high-value goals, you may want to consider adjusting the specifics of your SMART goal.<\/p>\r\n<h2><strong>Time-Bound<\/strong><\/h2>\r\n<p>The &ldquo;T&rdquo; stands for Time. This critical piece helps you keep your action plan in line with your deadlines. If you are looking to have this completed by Q4 of this year, then there&rsquo;s going to be definitive sub-tasks that will need to be completed along the way.<\/p>\r\n<h2>Putting Our &ldquo;SMART&rdquo; Goal Together<\/h2>\r\n<p>Now, let&rsquo;s restate our original goal so that it can follow the SMART methodology.<\/p>\r\n<ul>\r\n<li><strong>Original Goal:<\/strong> Resident Capacity at 100% in our Senior Living Facility with a wait-list.<\/li>\r\n<li><strong>SMART Goal: <\/strong>We will complete Q4 with billed revenue at $16.8M and\/or 350 residents contracted.<\/li>\r\n<\/ul>\r\n<p><img style=\"margin-right: 10px; margin-left: 10px; float: left;\" src=\"\/uploads\/files\/SL\/data-analysis.jpg\" alt=\"SMART Goals for Your Senior Living Community\" width=\"300\" height=\"300\" \/><\/p>\r\n<p>Consider the difference between the two. Here&rsquo;s the goal above outlined even more:<\/p>\r\n<p><strong>Company Goal: <\/strong>We will complete Q4 with annual billed revenue totaling $16.8M and\/or have 350 residents contracted for our facility. We will do this by acquiring 56 residents per quarter. To acquire these 56 residents, we will generate 560 leads. We will do this through published content, social posts, email marketing, Google Ads, a direct-mail campaign, and through our participation in 4 local community events.<\/p>\r\n<p>This is just one of the many SMART goals that you can set for your organization. It&rsquo;s important to sit down with your key decision-makers and determine your goals and objectives collaboratively. If you need <a href=\"\/\">help with your online strategy<\/a>, our team is happy to help. Some of us were on the scene before AOL dialed up our internet.<\/p>\r\n<h2>Need a SMART Goal Template?<\/h2>\r\n<p>Maybe you have a good idea of your definable goals, but need a little help? We&rsquo;ve got your back as certified Hubspot partners, we pride ourselves in being experts at SMART goals.&nbsp;Here&rsquo;s a SMART goal template that you can use. Download it, share it, and let us know how it helped your team cross the finish line.<\/p>\r\n<!--HubSpot Call-to-Action Code -->\r\n<p><span id=\"hs-cta-wrapper-52db2484-831a-4810-abad-94dc10db02b0\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-52db2484-831a-4810-abad-94dc10db02b0\" class=\"hs-cta-node hs-cta-52db2484-831a-4810-abad-94dc10db02b0\"><!-- [if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5052826\/52db2484-831a-4810-abad-94dc10db02b0\" target=\"_blank\" rel=\"noopener\"><img id=\"hs-cta-img-52db2484-831a-4810-abad-94dc10db02b0\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5052826\/52db2484-831a-4810-abad-94dc10db02b0.png\" alt=\"DOWNLOAD TEMPLATE\" \/><\/a><\/span><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5052826\/52db2484-831a-4810-abad-94dc10db02b0\" target=\"_blank\" rel=\"noopener\">\r\n<script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script>\r\n<script type=\"text\/javascript\">\/\/ <![CDATA[\r\nhbspt.cta.load(5052826, '52db2484-831a-4810-abad-94dc10db02b0', {});\r\n\/\/ ]]><\/script>\r\n<\/a><\/span><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5052826\/52db2484-831a-4810-abad-94dc10db02b0\" target=\"_blank\" rel=\"noopener\">&nbsp;<\/a><\/p>\r\n<!-- end HubSpot Call-to-Action Code --><!--HubSpot Call-to-Action Code --><!-- end HubSpot Call-to-Action Code -->\r\n<h3>Let Blue Sky Marketing Help<\/h3>\r\n<p><strong>If you need help with your marketing strategy or want to talk about what the<a href=\"\/\"> Blue Sky Marketing<\/a> can do for your Senior Living community, <!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-node hs-cta-7d4001c7-03b0-45c0-9b27-b59dde89c358\"><!-- [if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5052826\/7d4001c7-03b0-45c0-9b27-b59dde89c358\" target=\"_blank\" rel=\"noopener\"><img id=\"hs-cta-img-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5052826\/7d4001c7-03b0-45c0-9b27-b59dde89c358.png\" alt=\"schedule a call with Michelle\" \/><\/a><\/span>\r\n<script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script>\r\n<script type=\"text\/javascript\">\/\/ <![CDATA[\r\nhbspt.cta.load(5052826, '7d4001c7-03b0-45c0-9b27-b59dde89c358', {});\r\n\/\/ ]]><\/script>\r\n<\/span><!-- end HubSpot Call-to-Action Code --><\/strong><\/p>","date_modified":"2021-07-28 12:01:12","createdby":"21","modifiedby":"41","newsdate":"2019-07-17 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/files\/SL\/Smart-Goals-Assisted-Living-Communities.jpg","headingphoto":null,"meta_title":"How To Achieve SMART Goals For Your Senior Living Community","meta_desc":"SMART goals are grounded in reality and broken into bite-sized pieces, so you can easily digest them to complete the overall objective. Click to read on. ","is_hidden":"0","target":"","newslink":"\/blog\/1148\/how-to-achieve-smart-goals-for-your-senior-living-community","thumbnail_display":"\/uploads\/files\/SL\/Smart-Goals-Assisted-Living-Communities.jpg","taginfo":{"info":[{"newsid":"1148","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1148","catid":"32","category":"senior living","slug":""},{"newsid":"1148","catid":"35","category":"Inbound Marketing","slug":""}],"categories":["32","35"],"categorylinks":"<a href=\"\/blog\/category\/\">senior living<\/a>, <a href=\"\/blog\/category\/\">Inbound Marketing<\/a>"},"src":"\/uploads\/files\/SL\/Smart-Goals-Assisted-Living-Communities.jpg"},{"id":"1152","title":"The Four Pillars of Inbound Marketing","dateadded":"2019-08-01 21:47:03","article":"<p>Inbound marketing is about delivering solutions and creating opportunities that will ultimately have a positive impact on your business and your goals. Your strategy can include a number of different marketing channels and solutions to connect to your prospects and ultimately to engage your customers.<\/p>\r\n<p><img style=\"float: right; margin: 10px;\" src=\"\/uploads\/files\/inbound-marketing.jpg\" alt=\"Inbound Marketing Strategies For Your Assisted Living Community\" width=\"250\" height=\"250\" \/><\/p>\r\n<p>It&rsquo;s just not enough to have a website &ndash; you must attract people to it. What&rsquo;s the best way to do this? Below, we will outline the four pillars to staying top of mind for your customers and prospective audience. Utilizing these principles will grow your pipeline, lead to conversions, create brand awareness and strengthen your overall reporting.<\/p>\r\n<h2><span style=\"color: #079ad7; font-size: 32px; font-weight: bold;\">1. Attract<\/span><\/h2>\r\n<p>This is where you show your prospects that they can trust you. You build a rapport and ask important questions. Can you help them solve their problems? If so, can you put them at ease? Can you make it easy to book time on your calendar?<\/p>\r\n<p>The primary objective is to create awareness and place yourself in front of your prospects &ndash; let them know who you are and what you do. You want to attract visitors to your website and show them valuable content that may be helpful. Do you have industry-specific questions that you can address?<\/p>\r\n<p><strong style=\"color: #079ad7; text-transform: uppercase;\">Attract Tools<\/strong><span style=\"color: #079ad7; font-weight: bold; text-transform: uppercase;\">: Calling Prospects, Email Templates, Meeting Scheduling, Conversational Bots (Chatbots)<\/span><\/p>\r\n<h2>2. Convert<\/h2>\r\n<p>After you attract qualified marketing leads, you want to now convert them into customers. This is where you want to have lead forms, newsletter subscriptions, among other areas where your contact can opt-in to your communications. You want them to be willing to share their email address, name, and other important details that give you more insight on how you can help turn them into a customer. Be sure to look at your analytics and see where they are coming from &ndash; Google Search, social media, or a blog post? This can be important in the discovery phase of your engagement. You finally got the digits &ndash; or email address &ndash; for this purpose.<\/p>\r\n<h2><img style=\"float: right; margin: 10px;\" src=\"\/uploads\/files\/senior-using-mobile.jpg\" alt=\"Attract, Convert, Close and Delight\" width=\"250\" height=\"250\" \/><\/h2>\r\n<p>Congratulations &ndash; you now have an inbound lead in your hands. While this is a wonderful opportunity, be sure to engage in a way that lets you can stay in front of your lead.<\/p>\r\n<h2 style=\"text-align: left;\">3. Close<\/h2>\r\n<p>We all want to close the deal. So, what is the best way to do this? It&rsquo;s really a numbers game. How many leads do you need to turn into paying customers? You want to give them the requested information and assist them along the way, without sending too many disruptive or spammy messages. We want them captivated by your messaging. Don&rsquo;t get email happy, because, with one un-subscribe, you have just lost that opportunity. Be sure to look in your CRM and track behavior to see how you can best serve and ultimately close this opportunity.<\/p>\r\n<h6><span class=\"highlight\"><strong>Close Tools<\/strong>: Sales Pipeline, Videos, Playbooks, Email Sequences, Sales Automation<\/span>&nbsp;<\/h6>\r\n<p>&nbsp;<\/p>\r\n<h2>4. Delight<\/h2>\r\n<p>What is the first thing that you think about after leaving your favorite restaurant? Besides the fact that you are pleasantly full, you may want to leave a Google Review or share the dinner on social media, or even share with your neighbors. You know that you have reached the delight stage when you turn your customers into promoters and raving reviewers.<\/p>\r\n<p>Oftentimes, this is the most overlooked stage. How much of your business comes from repeat or referral business? If your customers are happy, there&rsquo;s an opportunity to incentivize them or engage them in a referral opportunity that benefits both your customer and your bottom line.<\/p>\r\n<p><strong style=\"color: #079ad7; text-transform: uppercase;\">Delight Tools:<\/strong><span style=\"color: #079ad7; font-weight: bold; text-transform: uppercase;\"> Quotes, Sales Automation, Smart Notifications, Conversation Inbox, Conversation Routing<\/span><\/p>\r\n<p><span class=\"highlight\">&nbsp;<\/span><\/p>\r\n<hr \/>\r\n<h2><span style=\"color: #079ad7;\"><strong>6 Steps To Get Started With Your Inbound Marketing<\/strong><\/span><\/h2>\r\n<p>Wouldn't it be nice to have a waiting list for your senior living community? We know the path that can help you communicate with your prospective residents and families. Download our guide today.&nbsp;<\/p>\r\n<table class=\"collapsible\" cellspacing=\"10\" cellpadding=\"5\">\r\n<tbody>\r\n<tr>\r\n<td class=\"collapsible\">\r\n<p><img src=\"\/uploads\/images\/SeniorLiving\/White-Paper-Inbound-Marketing.jpg\" alt=\"How To Effectively Use Inbound Marketing For Your Senior Living Community\" width=\"250\" height=\"320\" \/><\/p>\r\n<\/td>\r\n<td><!-- [if lte IE 8]>\r\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2-legacy.js\"><\/script>\r\n<![endif]-->\r\n<script charset=\"utf-8\" src=\"\/\/js.hsforms.net\/forms\/v2.js\" type=\"text\/javascript\"><\/script>\r\n<script>\/\/ <![CDATA[\r\nhbspt.forms.create({\r\n\tportalId: \"5052826\",\r\n\tformId: \"4eec4cf5-c7d8-40e0-8f02-fd0e790fc33e\"\r\n});\r\n\/\/ ]]><\/script>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>If you are looking to attract leads to your business and nurture those that are already customers &ndash; following the Inbound methodology can assist you by making it easier for people to find you and create a pleasant sales process &ndash; so that it&rsquo;s truly a delightful process for each of you.&nbsp;&nbsp;<\/p>\r\n<h3>Let Blue Sky Marketing Help<\/h3>\r\n<p>If you need help with your inbound marketing, marketing automation, or want to talk about what our team can do for your senior living community,&nbsp;<span id=\"hs-cta-wrapper-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-node hs-cta-7d4001c7-03b0-45c0-9b27-b59dde89c358\" data-hs-drop=\"true\"><a id=\"cta_button_5052826_1aeb1733-7cbf-43bf-be08-89d7190d4320\" class=\"cta_button \" title=\"schedule a call with Michelle LeBlanc\" href=\"https:\/\/hs.blueskymkt.com\/cs\/c\/?cta_guid=1aeb1733-7cbf-43bf-be08-89d7190d4320&amp;placement_guid=7d4001c7-03b0-45c0-9b27-b59dde89c358&amp;portal_id=5052826&amp;canon=https%3A%2F%2Fwww.blueskymkt.com%2Fblog%2F1150%2Fhow-to-improve-seo-for-your-assisted-living-community&amp;redirect_url=APefjpHj1iUVzg4w9_BJtZKJnt261YcMcv-Hj8EqRsDcNi8JxCuIyecR8wDmAAS0ZEviOlqTsE_ZFRnc2JFohSOGyTzSKsH7fpnTZ3FZ_oycfjV3x0qSl6yp7FbuIErzsly74VDKBBeMSE4mq4J3aRXAgYnU8ehiq20xW9fY36vMyIQmm5ncn4E_Jv_ro4nP2Erk6-8eHClojk5lnp7qao1hDy8GYwH1jUiaBFPdrHVW46Adv53YrLOC2hyPDsgqBotC3iGCEG-Km-hlJHq2BGD4WmCFxE14jtUqA-jBWiYGIMed4WjvIrw&amp;click=98dc9498-8fcc-44c0-b2f9-dcc24b55ee34&amp;hsutk=b147ff020d2df7b48946f7f5ee2c329e&amp;utm_referrer=https%3A%2F%2Fwww.blueskymkt.com%2Fblog%3Fid%3D1150&amp;__hstc=75750026.b147ff020d2df7b48946f7f5ee2c329e.1554999076982.1564703133233.1564712724293.107&amp;__hssc=75750026.19.1564712724293&amp;__hsfp=3761390651\" target=\"_blank\" rel=\"noopener\">schedule a call with Michelle LeBlanc<\/a><\/span><\/span>, founder and chief marketing strategist at Blue Sky Marketing.<\/p>\r\n<hr \/>","date_modified":"2019-08-29 10:26:27","createdby":"50","modifiedby":"50","newsdate":"2019-07-12 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/inbound-blue-sky-marketing.jpg","headingphoto":null,"meta_title":"The Four Pillars of Inbound Marketing","meta_desc":"Grow your pipeline, conversions, & brand awareness with four pillars of inbound marketing. Learn more with Blue Sky Marketing: a HubSpot Silver Certified Agency.","is_hidden":"0","target":"","newslink":"\/blog\/1152\/the-four-pillars-of-inbound-marketing","thumbnail_display":"\/uploads\/images\/blog\/inbound-blue-sky-marketing.jpg","taginfo":{"info":[{"newsid":"1152","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1152","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1152","catid":"32","category":"senior living","slug":""},{"newsid":"1152","catid":"35","category":"Inbound Marketing","slug":""},{"newsid":"1152","catid":"37","category":"Hubspot","slug":""},{"newsid":"1152","catid":"38","category":"Marketing automation","slug":""}],"categories":["3","32","35","37","38"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/\">senior living<\/a>, <a href=\"\/blog\/category\/\">Inbound Marketing<\/a>, <a href=\"\/blog\/category\/\">Hubspot<\/a>, <a href=\"\/blog\/category\/\">Marketing automation<\/a>"},"src":"\/uploads\/images\/blog\/inbound-blue-sky-marketing.jpg"},{"id":"1147","title":"What Are The Best Channels For Your Senior Living Community?","dateadded":"2019-06-28 13:44:05","article":"<p>You have been tasked with the <a href=\"\/\">marketing for your Senior Living Community<\/a>. So, where do you begin? Chances are great that you want to build a connection that reflects a caring aspect to your brand. You want to bridge the gap with the human touch that your desired audience is looking for online. Does your marketing plan have reliable indicators in place? Are you tracking your effectiveness towards your desired ROI?<\/p>\r\n<p><img style=\"margin-right: 10px; margin-left: 10px; float: left;\" src=\"\/uploads\/files\/SL\/couple-digital.jpg\" alt=\"What Are The Best Social Media Channels for Senior Living Communities?\" width=\"300\" height=\"300\" \/>According to the <a href=\"https:\/\/www.pewinternet.org\/2017\/05\/17\/technology-use-among-seniors\/\" target=\"_blank\" rel=\"noopener\">Pew Research Center<\/a>, 34% of Americans ages 65 and up use social media sites. This is up seven-points from 2013. That stats are even more telling for adult children who are decision makers and help navigate senior living for their parents. As social media steadily increases, so is the need to be relevant and provide useful information that they are seeking out online.<\/p>\r\n<p>For independent living communities, it&rsquo;s vital to have an online presence. It&rsquo;s also extremely beneficial to provide resources that can help lead them through the process of looking for a place to call home. Taking into consideration that <a href=\"https:\/\/www.vpnmentor.com\/blog\/vital-internet-trends\/\" target=\"_blank\" rel=\"noopener\">32 percent of people ages 55+<\/a> perform research online, we know that they are looking &ndash; the question is, who will they find?<\/p>\r\n<p>What resources do you have available online? Here are a few recommendations, just to name a few: e-newsletter that includes your happenings and activities, facility brochure, Q&amp;A, blog posts, email subscription opt-in, materials that families can download, and even maybe a step-by-step guide that walks them through the process. By doing so, you also gather information about your prospective residents &ndash; and nurture them through the funnel.<\/p>\r\n<h3>So, what are the best channels to reach your prospective residents and caregivers?<\/h3>\r\n<p>Here are our recommendations on the best channels, paid advertising and targeting for social media for your senior living community.&nbsp;It all starts with a goal. <a href=\"\/blog\/1148\/how-to-achieve-smart-goals-for-your-senior-living-community\">You can read more on our SMART goal approach to Senior Living Communities here<\/a>.&nbsp;<\/p>\r\n<h3><strong>Best Channels<\/strong><\/h3>\r\n<p>Not all social media is created equally. That is, when you are trying to reach seniors and their respective caregivers and family decision makers, it&rsquo;s essential to place your content and paid ads in front of the sites they are browsing. If you are aiming to reach the daughters of your prospective resident, you may look at Instagram, but you would need to make your decision based on a solid foundation of your target demographic. Which leads us to an important question.<\/p>\r\n<h6><em>Who are those making decisions among your residents in your facility?<\/em><\/h6>\r\n<p>This is something imperative to ask each person that walks through your doors. Did they find your location seamlessly? Was the address easy to find online and on Google Maps? Did the website answer the questions that they were asking? Did they schedule the walk-through online or in-person? Data is key.&nbsp;<\/p>\r\n<p><img style=\"float: right;\" src=\"\/uploads\/files\/SL\/digital-marketing.jpg\" alt=\"Paid Advertising and Targeting For Senior Living Communities\" width=\"300\" height=\"300\" \/><\/p>\r\n<p>With 65% of people aged 50-64 using Facebook, I would say this one is a slam-dunk. Knowing this is an effective platform, it&rsquo;s also important to differentiate yourself from the rest. What sets you apart? What is unique to your facility? Does your brand build trust and create a brand experience with those that interact and engage with you?<\/p>\r\n<p>On a typical day, a majority of seniors could spend their time using the internet, watching television, streaming music, and shopping online. Finding the right mix to meet your target audience requires a cultivated experience that uses real-time data to make decisions.<\/p>\r\n<p>Our advice: Talk to your team. Pull together your data, and then start forming your online strategy.<strong>&nbsp;<\/strong><\/p>\r\n<h3><strong>Paid Advertising<\/strong><\/h3>\r\n<p>Given the fact that there are 2 billion users on Facebook, we think this one is a clear leader. With the ability to look at audience insights and even create lookalike audiences, &nbsp;you can create an ad that will deliver your brand in front of your audience. Is it compelling? Do you have an offer available this month? These are all messages that you can use in your paid social strategy. Did you capture someone the first time, but they didn&rsquo;t stay on your site very long? Not to worry, you can even set-up remarketing campaigns to target visitors that didn&rsquo;t convert to a lead.&nbsp;<\/p>\r\n<h3><strong>Social Media Targeting <\/strong><strong>&nbsp;<\/strong><\/h3>\r\n<p>Once you have determined the best channels to use, and have determined a budget for your paid strategy, now it&rsquo;s time to investigate the targeting specifics that you will use.<\/p>\r\n<p>Mind that&nbsp;Facebook has recently announced some&nbsp;<a href=\"https:\/\/newsroom.fb.com\/news\/2019\/03\/protecting-against-discrimination-in-ads\/\">major updates<\/a>&nbsp;that affect the way real estate can be advertised on their platforms (including limitations on age, gender and zip codes. <a href=\"\/blog\/1143\/are-facebook-changes-truly-affecting-home-builders-and-developers-advertising-success\">Check out our blog here<\/a>)<\/p>\r\n<h3>Let Blue Sky Marketing Help<\/h3>\r\n<p><strong>If you need help with your marketing strategy or want to talk about what our team can do for your Senior Living community, <!--HubSpot Call-to-Action Code --><span id=\"hs-cta-wrapper-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-wrapper\"><span id=\"hs-cta-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-node hs-cta-7d4001c7-03b0-45c0-9b27-b59dde89c358\"><!-- [if lte IE 8]><div id=\"hs-cta-ie-element\"><\/div><![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/5052826\/7d4001c7-03b0-45c0-9b27-b59dde89c358\" target=\"_blank\" rel=\"noopener\"><img id=\"hs-cta-img-7d4001c7-03b0-45c0-9b27-b59dde89c358\" class=\"hs-cta-img\" style=\"border-width: 0px;\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/5052826\/7d4001c7-03b0-45c0-9b27-b59dde89c358.png\" alt=\"schedule a call with Michelle LeBlanc\" \/><\/a><\/span>\r\n<script charset=\"utf-8\" src=\"https:\/\/js.hscta.net\/cta\/current.js\"><\/script>\r\n<script type=\"text\/javascript\">\/\/ <![CDATA[\r\nhbspt.cta.load(5052826, '7d4001c7-03b0-45c0-9b27-b59dde89c358', {});\r\n\/\/ ]]><\/script>\r\n<\/span><!-- end HubSpot Call-to-Action Code -->, founder and chief marketing strategist at Blue Sky Marketing.<\/strong><\/p>","date_modified":"2019-08-29 10:19:37","createdby":"21","modifiedby":"50","newsdate":"2019-06-28 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/files\/SL\/senior-mobile.jpg","headingphoto":null,"meta_title":"What Are The Best Channels For Your Senior Living Community?","meta_desc":"When you want reach seniors, their caregivers and family decision-makers, it\u00e2\u20ac\u2122s essential to place your content and paid ads in front of them. Read more.","is_hidden":"0","target":"","newslink":"\/blog\/1147\/what-are-the-best-channels-for-your-senior-living-community","thumbnail_display":"\/uploads\/files\/SL\/senior-mobile.jpg","taginfo":{"info":[{"newsid":"1147","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1147","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1147","catid":"32","category":"senior living","slug":""}],"categories":["3","32"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/\">senior living<\/a>"},"src":"\/uploads\/files\/SL\/senior-mobile.jpg"},{"id":"1146","title":"Joining a Distributed Virtual Team of Marketers","dateadded":"2019-06-26 14:59:33","article":"<p>Imagine doing what you love &ndash; while sitting in a location that allows you to be creative, flexible, and work while feeling uninhibited. Let&rsquo;s say that you prefer to begin your day at 5 am and take a 30-min jog during lunch? Instead of getting dressed in heels and fighting traffic to get into the office, you walk into your home-office, coffee shop or local co-work space. This is how I imagined my ideal position before joining Blue Sky Marketing.<\/p>\r\n<p style=\"text-align: center;\"><img src=\"\/uploads\/images\/blog\/Virtual_Team_of_Marketers_Thumbnail.png\" alt=\"Co-Working with some of the Blue Sky Team\" width=\"550\" height=\"275\" \/><\/p>\r\n<p>While some may enjoy the routine of swiping your fob at 8 am, taking a one-hour lunch and walking out the door at 5 pm, I find that working for a distributed company allows me the creative space to be productive, feel supported by a multi-faceted team, and still make it to my child&rsquo;s school performance or travel to see family.<\/p>\r\n<p>For those of you that haven&rsquo;t experienced a game-changing work environment, I&rsquo;m sorry. It&rsquo;s truly one of the best decisions that I&rsquo;ve made. While I can already hear comments about time-management and deadlines, and distractions, the truth is, I&rsquo;ve never been held more accountable.<\/p>\r\n<p>Our team is comprised of designers, ad experts, SEO junkies, content enthusiasts and developers that write code in their sleep to help us optimize our clients&rsquo; sites. Having a fully-functioning team that all communicates in a central location (thanks, <a href=\"https:\/\/asana.com\/\">Asana<\/a>), allows our team to work in a beautiful workflow to achieve our clients&rsquo; goals &ndash; and even have some incredible discussions that yield out-of-the-box thinking.<\/p>\r\n<p>I&rsquo;ve had the opportunity to work alongside my team in a way to better understand what they do in their roles, how they prefer to receive that information, and how we can work together effectively to create marketing campaigns that make others stand in awe.<\/p>\r\n<p>For those on our team that work better around people, we utilize co-working spaces &ndash; and invite one another to join us during some client collaborative meetings. Other times, we use Google Hangouts to see each other and talk through creative solutions.<\/p>\r\n<p>I love having the ability to see all of the moving parts for our clients, and the detailed notes on a particular phase of a campaign, or industry standard best-practice. This allows me to &lsquo;jump&rsquo; into a past interaction with a client, or look through notes on a strategic social campaign to better inform myself as a newly onboarded employee.<\/p>\r\n<p>Can you imagine having templates, pre-drafted emails, and a structure for the processes and performance objectives in your new role? This exact set-up has empowered me to learn and develop in my new position, without having to ask 100 questions to my team. I&rsquo;ve probably still asked 30+, but it shaves off time that would otherwise be necessary.<\/p>\r\n<p>At the end of the day, we all want to combine our passions and goals and have an incredible work-life balance. I never thought the key to that freedom, would be joining a virtual distributed team.<\/p>\r\n<p>Since joining the team, I&rsquo;ve felt an incredible sense of collaboration, loyalty towards my company, creative expression that has come from sitting at a Starbucks, or officing in a co-work space with a developer, all of which has yielded to a better understanding of each of our roles. I&rsquo;ve tried new foods in spaces that have amazing wi-fi, people watched to further develop personas, and even felt incredibly inspired while presenting to a client on the phone wearing pjs and heels. Never underestimate the power of heels.<\/p>\r\n<p>For now, I will trade in those heels most days for comfortable shoes and collective working.<\/p>\r\n<p>I bet you&rsquo;re wondering what tools we utilize to achieve a successful team? Here&rsquo;s some of our platforms that work well for our team.<\/p>\r\n<ul>\r\n<li>Google Hangouts \/ Chat<\/li>\r\n<li>HubSpot<\/li>\r\n<li>Asana<\/li>\r\n<li>Dropbox<\/li>\r\n<li>Google Docs<\/li>\r\n<li>DISC Profile Assessments and Team Reports<\/li>\r\n<li>Gmail<\/li>\r\n<li>Google Meetings<\/li>\r\n<li>Phone<\/li>\r\n<li>Fax (just kidding)<\/li>\r\n<li>Business Lounges and flex co-working spaces<\/li>\r\n<li>Team shared calendars<\/li>\r\n<\/ul>\r\n<p>Do you have apps that lift your team to new levels? We would love to hear about them. Please, share away.<\/p>\r\n<p style=\"text-align: center;\"><img src=\"\/uploads\/Blue_Sky_Team_Co-Working_2.png\" alt=\"Co-Working at Blue Sky Marketing\" width=\"550\" height=\"461\" \/><\/p>\r\n<p>I&rsquo;m Lauren, a passionate content creator, lover of street art, an empath at heart, and a sriracha enthusiast. In my spare time, I take care of three tiny humans and can fold laundry like it&rsquo;s on sale at Target. I represent a diverse skill set, and can rap like it&rsquo;s my day job.&nbsp;<\/p>\r\n<p>Looking to add strategy behind your marketing efforts?&nbsp;<a href=\"\/contact\" target=\"_blank\" rel=\"noopener\">Contact Blue Sky Marketing<\/a> to discuss your needs.<\/p>","date_modified":"2019-06-26 15:11:09","createdby":"46","modifiedby":"46","newsdate":"2019-06-26 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Virtual_Team_of_Marketers_Thumbnail.png","headingphoto":null,"meta_title":"A new team member shares her experience joining a virtual team.","meta_desc":"What is it like to join a distributed virtual marketing team? Here's the experience shared by a new member of our team.","is_hidden":"0","target":"","newslink":"\/blog\/1146\/joining-a-distributed-virtual-team-of-marketers","thumbnail_display":"\/uploads\/images\/blog\/Virtual_Team_of_Marketers_Thumbnail.png","taginfo":{"info":[{"newsid":"1146","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1146","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/uploads\/images\/blog\/Virtual_Team_of_Marketers_Thumbnail.png"},{"id":"1145","title":"How to Optimize Your Site for Voice Search","dateadded":"2019-05-20 21:30:43","article":"<p><span style=\"font-weight: 400;\">Once upon a time, you had to scream into your phone in attempt to make the robotic voice on the other side sort of understand you. Now people casually talk to Google, Siri, Alexa, or Cortana like friends in order to end fights about trivia, to name that tune, to find places near them, and so much more. You can optimize your site to be more voice search friendly.&nbsp;<\/span><\/p>\r\n<h2><span style=\"font-weight: 400;\">What is Voice Search?<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">Voice search is when a user speaks into a device instead of using a keyboard to type keywords into a search query to get results. There are more devices now than ever before that are capable of voice search including: phones, tablets, Amazon Echo, Google Home, speakers, lighting, thermostats, and just about anything else you can imagine. According to the keynote that Google CEO Sundar Pichai delivered,<\/span> <a href=\"http:\/\/searchengineland.com\/google-reveals-20-percent-queries-voice-queries-249917\"><span style=\"font-weight: 400;\">one-fifth of the queries on Google are voice searches<\/span><\/a><span style=\"font-weight: 400;\">. It&rsquo;s due to the advances in A.I. and machine learning that make voice search results to these devices more accurate than ever before.<\/span><\/p>\r\n<h2><span style=\"font-weight: 400;\">How is Voice Search Increasing?<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">Just about everyone walks around with digital devices in their pockets, purses, backpacks, and other bags and the major search engine companies are taking advantage of this. All you have to do is ask one the digital assistants to find restaurants nearby, find highly rated plumbers in your area, find what events are happening in your area, etc. For these types of local searches, Amazon Alexa uses Yelp, Google uses Google Maps, Siri uses Apple Maps, and Microsoft Cortana uses Bing Maps.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">All you have to do is press a button or call of your digital assistant&rsquo;s name to find the information you are looking for without ever looking at a screen. Overall, people are using voice search to complete an action&mdash;such as finding information on a subject, playing a song, purchasing a product, setting a reminder, or making a phone call.<\/span><\/p>\r\n<h3><span style=\"font-weight: 400;\">Why Does Voice Search Matter?<\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\"><img style=\"margin: 10px; float: left;\" src=\"\/uploads\/Microphone.png\" width=\"150\" height=\"213\" \/>People are looking for fast answers with voice search and website owners can easily provide those answers to increase traffic to landing pages. Optimizing for voice search helps to improve your ranking on search engine result pages (SERPs) which helps improve the user experience for consumers.<\/span>&nbsp;<a href=\"https:\/\/www.google.com\/search\/howsearchworks\/algorithms\/\"><span style=\"font-weight: 400;\">Google uses the same algorithm<\/span><\/a><span style=\"font-weight: 400;\"> to rank your site for voice and keyword search.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Using voice-only searches allows people to browse the Internet more without having to actually scroll through site links on their desktops or on their mobile devices. This trend means that traditional keyword queries to generate results are changing. To find the information they are looking for,<\/span><a href=\"https:\/\/www.blog.google\/products\/search\/omg-mobile-voice-survey-reveals-teens\/\"> <span style=\"font-weight: 400;\">55% of teens and 41% of adults are using voice search more than once a day<\/span><\/a><span style=\"font-weight: 400;\">. This is likely to keep increasing with the ongoing technological developments on digital assistants.<\/span><\/p>\r\n<h2><span style=\"font-weight: 400;\">Voice Searches for the Results Page<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">Traditionally, conducting keyword searches on your desktop generates 10 linked sites per page. On a mobile device, voice search shows only the top three results. Smart speakers only generate one result in voice search and reads it to you.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Algorithms for Voice search results are most often looking at the snippets\/fold snippets to provide good answers. The snippet is essentially a summary answer from a site. For desktop search listings, the Featured Snippet appears before the regular search listings but after the paid ads in what is referred to as position 0, as answer box, or quick answer. The Feature Snippet is important for the smart speakers since it only reads one result.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">There are things you can do to optimize your content for becoming an identifiable Featured Snippet. &nbsp;Include a summary of your main content above the fold using about 29 words. When you&rsquo;re writing content use long-tail keywords that can help answer questions just like adding keywords for traditional search engine optimization (SEO). The snippets are there to provide good answers. &nbsp;<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Google has more recently rolled out Featured Video Snippets. If you have video content, this should be optimized as well using long-tail keywords to help them show up in voice search. These long-tail keywords are very important to use in the title of your video. Make sure that you also have a description for the video. Most importantly make sure your older videos are updated with this optimization to help them rank better on Google. &nbsp;<\/span><\/p>\r\n<h2><span style=\"font-weight: 400;\">Optimize Your Site Content for Voice Search<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">Optimizing for voice search involves optimizing your content and brand information to increase your likelihood of generating voice search results. Using typical SEO is still great for optimizing content, but with some tweaks for voice search your content can get even better.<\/span><\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><strong>Audience <\/strong><span style=\"font-weight: 400;\">&ndash; Think about how your audience talks about your product, business, etc. to develop content with an informal tone. Avoid using jargon.<\/span><\/li>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Look at the questions customers ask and the language they use to help you create content that answers questions like a FAQ page. Find the natural language keyword phrases that your target audience is most likely to ask.<\/span><\/li>\r\n<\/ul>\r\n<li style=\"font-weight: 400;\"><strong>Long-Tail Keywords <\/strong><span style=\"font-weight: 400;\">&ndash; Focus on using long-tail keyword phrases in your content, using 5+ word terms.<\/span><\/li>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Embed the long-tail keywords throughout your content.<\/span><\/li>\r\n<\/ul>\r\n<li style=\"font-weight: 400;\"><strong>New Content <\/strong><span style=\"font-weight: 400;\">&ndash; New content should focus on questions because people are asking their digital assistants questions.<\/span><\/li>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Create blog posts answering your customer&rsquo;s questions.<\/span><\/li>\r\n<\/ul>\r\n<li style=\"font-weight: 400;\"><strong>Videos<\/strong><span style=\"font-weight: 400;\"> &ndash; Make sure your videos are optimized with long-tail keywords and descriptions.<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><strong>Website Backend <\/strong><span style=\"font-weight: 400;\">&ndash; Use descriptions of the surrounding neighborhood, such as near me in title tags and meta descriptions, landmarks around your business, titles of local institutions, etc.<\/span><\/li>\r\n<\/ul>\r\n<h2><span style=\"font-weight: 400;\">Optimize Your Site for Speed and Digital Devices<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">Optimizing the content of your site is not the only thing that need to be done. There are some areas that can help increase conversions and rankings<\/span><\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><strong>Mobile Devices <\/strong><span style=\"font-weight: 400;\">&ndash; Make sure your site is mobile-friendly.<\/span><\/li>\r\n<li style=\"font-weight: 400;\"><strong>Speed <\/strong><span style=\"font-weight: 400;\">&ndash;<\/span><a href=\"\/blog\/1139\/if-you-build-it-they-will-come-if-the-page-loads\"> <span style=\"font-weight: 400;\">Make sure your site is fast.<\/span><\/a><\/li>\r\n<li style=\"font-weight: 400;\"><strong>Test different devices<\/strong><span style=\"font-weight: 400;\"> &ndash; Testing more than one device will help you see that results are there, how many listings are offered, where you rank for your most common questions, where your competitors are ranking, etc.<\/span><\/li>\r\n<\/ul>\r\n<h2><span style=\"font-weight: 400;\">Optimize Your Business Listing<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">It&rsquo;s easy to remember to keep your content fresh and your site speed fast. You shouldn&rsquo;t forget to keep your business listing up to date with a few adjustments.<\/span><\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><strong>Business Listing <\/strong><span style=\"font-weight: 400;\">&ndash; Make sure your business name, address, phone number, and hours are consistent and up-to-date.<\/span><\/li>\r\n<ul>\r\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">This relevant business information should remain above the snippet\/fold.<\/span><\/li>\r\n<\/ul>\r\n<li style=\"font-weight: 400;\"><strong>Google My Business <\/strong><span style=\"font-weight: 400;\">&ndash; Claim your<\/span><a href=\"https:\/\/www.google.com\/business\/\"> <span style=\"font-weight: 400;\">Google My Business<\/span><\/a><span style=\"font-weight: 400;\"> listing.<\/span><\/li>\r\n<\/ul>\r\n<h2><span style=\"font-weight: 400;\">Start Optimizing for Voice Search and Contact Blue Sky Marketing Today!<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">Get ahead of your competition by incorporating voice search optimization into your site.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Blue Sky Marketing are experts in evaluating existing sites for speed issues and in digital marketing to help develop your forward-looking SEO strategy.<\/span><\/p>\r\n<p><a title=\"Contact Us\" href=\"mailto:michelle@blueskymkt.com\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Contact us today<\/span><\/a><span style=\"font-weight: 400;\"> to see how we can do for your business.<\/span><\/p>","date_modified":"2019-05-20 21:33:41","createdby":"12","modifiedby":"12","newsdate":"2019-05-20 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Michelle LeBlanc","thumbnail":"\/uploads\/images\/blog\/Phone_with_Google_Assistant.png","headingphoto":null,"meta_title":"Blue Sky Marketing can help you optimize for voice search. ","meta_desc":"People are looking for fast answers with voice search and website owners can easily provide those answers to increase traffic to landing pages.","is_hidden":"0","target":"","newslink":"\/blog\/1145\/how-to-optimize-your-site-for-voice-search","thumbnail_display":"\/uploads\/images\/blog\/Phone_with_Google_Assistant.png","taginfo":{"info":[{"newsid":"1145","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1145","catid":"15","category":"Technology","slug":"technology"},{"newsid":"1145","catid":"17","category":"Website","slug":"website"},{"newsid":"1145","catid":"29","category":"SEO","slug":""}],"categories":["15","17","29"],"categorylinks":"<a href=\"\/blog\/category\/technology\">Technology<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>, <a href=\"\/blog\/category\/\">SEO<\/a>"},"src":"\/uploads\/images\/blog\/Phone_with_Google_Assistant.png"},{"id":"1143","title":"Are Facebook changes truly affecting home builders and developers advertising success?","dateadded":"2019-05-02 13:39:17","article":"<h2><strong>Short answer: No, if you know how to make it work for you. <\/strong><\/h2>\r\n<p>Facebook has recently announced some <a href=\"https:\/\/newsroom.fb.com\/news\/2019\/03\/protecting-against-discrimination-in-ads\/\">major updates<\/a> that affect the way real estate can be advertised on their platforms. These new limitations, set to happen by December 31st, 2019, seem as they will have major consequences on advertisements for new home builders and developers. But if you learn to work within the system, you can make the system work for you.&nbsp;<\/p>\r\n<h3><strong>Why Did the Updates Occur?<\/strong><\/h3>\r\n<p>The announcement from Facebook came as the result of a settlement agreement with various civil rights organizations to help combat and prevent discrimination from advertisements on Facebook. So, they have made changes to the way that housing, employment, and credit ads are targeted to Facebook users.<\/p>\r\n<h3><strong>What Are the Changes?<\/strong><\/h3>\r\n<p>While Facebook made many changes to comply with the settlement agreement, there are 3 major changes that affect new home builders and developers (when an ad account has been specified as dealing in the real estate industry, or dealing with housing.)<\/p>\r\n<ol>\r\n<li>You are <strong>no longer allowed to target consumers by age<\/strong>. The default age range is now 18&ndash;65+. This could especially impact 55+ communities.<\/li>\r\n<li>You are <strong>no longer allowed to target by gender<\/strong>. And we all know that women drive more of the purchasing decisions.<\/li>\r\n<li>You are <strong>no longer allowed to target by zip code<\/strong>. The minimum is now a 15-mile radius.&nbsp;<\/li>\r\n<\/ol>\r\n<h3><strong>What Can Be Done?<\/strong><\/h3>\r\n<p>These Facebook changes seem overwhelming about what can be done with advertising on their platforms. However, if you&rsquo;ve already implemented newer strategies to take advantage of Facebook&rsquo;s AI, the disruption will be very minimal &ndash; if any at all. While instead if you&rsquo;ve been using the old approach, you&rsquo;ll see an overall decrease in performance.<\/p>\r\n<p><strong><img style=\"float: right;\" src=\"\/uploads\/files\/SL\/facebook-icon.jpg\" alt=\"Facebook Targeting For Home Builders and Developers\" width=\"200\" height=\"200\" \/>Conversion-focused campaigns are the answer because they allow Facebook's AI to find the best prospects for you based on the result-based objective you select. <\/strong><\/p>\r\n<p>At Blue Sky Marketing, we've been running highly successful campaigns tracking and optimizing for conversions for over a year. We've moved our clients, when possible, to conversion campaigns instead of traffic campaigns. Our team works hard to keep our builder, developer, and real estate clients always ahead of the curve and as Facebook agency partners we have access to resources, training, new strategies, and early news like this.<\/p>\r\n<h3><strong>What Are Conversion Campaigns And How Do They Work?<\/strong><\/h3>\r\n<p>Conversion campaigns use the Facebook pixel on your website to track visits from your Facebook ads and optimize for the desired KPIs tracked. That helps us identify a persona and for&nbsp;<strong>the actions that that person is most likely to take on your website<\/strong>. Those actions are defined as conversions. As the campaign runs, Facebook collects data on what common features the prospects that complete the conversions and then targets people similar to those that converted with Facebook ads.<\/p>\r\n<h4><strong>Let&rsquo;s Talk More About Your Facebook Strategy<\/strong><\/h4>\r\n<p>Don&rsquo;t let these Facebook updates affect your success. Make them work for you and your business. <a href=\"\/contact\">Contact Blue Sky Marketing<\/a>&nbsp;today to discuss what we can do for your Facebook and social media strategy.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","date_modified":"2019-08-08 13:53:22","createdby":"21","modifiedby":"50","newsdate":"2019-03-25 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/fb-logo.jpg","headingphoto":null,"meta_title":"","meta_desc":"Facebook has recently announced some major updates that affect the way real estate can be advertised on their platforms. Read on to see how you can make them work for you. ","is_hidden":"0","target":"","newslink":"\/blog\/1143\/are-facebook-changes-truly-affecting-home-builders-and-developers-advertising-success","thumbnail_display":"\/uploads\/images\/blog\/fb-logo.jpg","taginfo":{"info":[{"newsid":"1143","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1143","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1143","catid":"28","category":"Facebook","slug":""},{"newsid":"1143","catid":"30","category":"Facebook Advertising","slug":""}],"categories":["3","28","30"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/\">Facebook<\/a>, <a href=\"\/blog\/category\/\">Facebook Advertising<\/a>"},"src":"\/uploads\/images\/blog\/fb-logo.jpg"},{"id":"1141","title":"Blue Sky Marketing Earns Silver-Tier HubSpot Partner Status","dateadded":"2019-01-24 13:50:07","article":"<p><img style=\"float: right;\" src=\"\/uploads\/images\/blog\/Silver_400.png\" width=\"250\" height=\"173\" \/>As a certified HubSpot Partner, Blue Sky Marketing is pleased to announce the company has now earned&nbsp;<a href=\"https:\/\/www.hubspot.com\/partners\/partner-tiers?__hstc=257224020.8691d8d962ad3e91f5db047a76992cc9.1548357568649.1548357568649.1548357568649.1&amp;__hssc=257224020.1.1548357568649&amp;__hsfp=4189545657\" target=\"_blank\" rel=\"noopener\">silver-tier HubSpot partner status<\/a>.<\/p>\r\n<p>Blue Sky Marketing works with HubSpot, the world&rsquo;s leading inbound marketing and sales platform, to help their clients grow their businesses through inbound marketing software, services, and support.<\/p>\r\n<p>Silver-tier status allows Blue Sky Marketing to offer additional tools and resources to clients in order to better support their inbound marketing needs.<\/p>\r\n<p>HubSpot Channel Account Manager Jake Schapiro said, &ldquo;We are thrilled that Blue Sky Marketing achieved the silver tier of the HubSpot&rsquo;s Partner Program. Their savvy, sophisticated, and innovative approach to inbound makes them a company that businesses everywhere can learn from.&rdquo;<\/p>\r\n<p>Becoming a certified HubSpot partner is just the latest accolade for the company. Blue Sky Marketing is also a certified Google Partner, was been named to the Inc. 5000 in 2017, and has been recognized as one of the top advertising and marketing agencies in Houston by Clutch.<\/p>\r\n<h2><strong>About Blue Sky Marketing<\/strong><\/h2>\r\n<p>Blue Sky Marketing is a full-service marketing agency providing marketing and business development strategy, online marketing planning and marketing communications execution.<\/p>\r\n<h2><strong>About HubSpot<\/strong><\/h2>\r\n<p>HubSpot is the world&rsquo;s leading inbound marketing and sales platform. More than 15,000 customers in more than 90 countries use HubSpot&rsquo;s software, services, and support to transform the way they attract, engage, and delight customers. HubSpot&rsquo;s inbound marketing software includes social media publishing and monitoring, blogging, SEO, website content management, email marketing, marketing automation, and reporting and analytics, all in one integrated platform. <a href=\"https:\/\/www.hubspot.com\/?__hstc=257224020.8691d8d962ad3e91f5db047a76992cc9.1548357568649.1548357568649.1548357568649.1&amp;__hssc=257224020.1.1548357568649&amp;__hsfp=4189545657\" target=\"_blank\" rel=\"noopener\">www.hubspot.com<\/a>.<\/p>","date_modified":"2019-01-25 09:13:40","createdby":"20","modifiedby":"12","newsdate":"2019-01-15 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Silver_400.png","headingphoto":null,"meta_title":"Silver-Tier HubSpot Partner Status | Blue Sky Marketing","meta_desc":"As a certified HubSpot Partner, Blue Sky Marketing is pleased to announce the company has earned silver-tier HubSpot partner status.","is_hidden":"0","target":"","newslink":"\/blog\/1141\/blue-sky-marketing-earns-silver-tier-hubspot-partner-status","thumbnail_display":"\/uploads\/images\/blog\/Silver_400.png","taginfo":{"info":[{"newsid":"1141","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1141","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1141","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1141","catid":"24","category":"Digital Marketing","slug":""}],"categories":["3","4","24"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>"},"src":"\/uploads\/images\/blog\/Silver_400.png"},{"id":"1140","title":"What is your Facebook objective?","dateadded":"2018-09-12 21:05:51","article":"<p><br \/>Facebook offers a range of advertising objectives and it can be confusing to know where to start. If you&rsquo;re a business that &ldquo;boosts&rdquo; all of your posts directly from your business&rsquo; Page, keep reading! Using the other advertising objectives can save you dollars and allow you to better fulfill your marketing goals.&nbsp;<\/p>\r\n<p><br \/>Because the algorithm for different advertising objectives varies, choosing the right one is an important part of social media strategy. For example, if your goal is lead generation or growing your email marketing list, you&rsquo;ll likely want to choose a lead generation or conversion objective over an awareness objective.&nbsp;<\/p>\r\n<h3><br \/>What Facebook Objectives Are Available?<\/h3>\r\n<p>Let&rsquo;s talk a little bit about those different objectives. They&rsquo;re broken down into three categories with additional options under each of the umbrellas of Awareness, Consideration, and Conversion. You can think of these as different stages of your marketing funnel. Awareness is the top of the funnel, Consideration is the middle, and Conversions are toward the bottom where users are more likely to act.<\/p>\r\n<h3>&nbsp;<br \/>Which Facebook Ad Campaign Objective Should You Choose?<\/h3>\r\n<p>As an agency, we juggle a lot of different objectives across an array of campaigns, so we created a handy flowchart to help frame our decision making when choosing an objective for different client campaigns. It&rsquo;s an easy way for us to think through the process and smartly align social ad spending with client objectives. We start by asking ourselves &ldquo;does the client care about traffic on the website?&rdquo; From that point, the flowchart leads us to the objective that is most likely to fulfill the client&rsquo;s goal, easily framing whether the campaign is for awareness, consideration or conversions.&nbsp;<\/p>\r\n<p><br \/><a title=\"Facebook Flowchart\" href=\"\/uploads\/files\/Facebook_Flow_Chart_font.pdf\" target=\"_blank\" rel=\"noopener\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/Facebook-Flow-Chart_blur.jpg\" alt=\"Facebook Flowchart\" width=\"612\" height=\"792\" \/><\/a>&nbsp; &nbsp;<\/p>\r\n<p><br \/>The objectives in the flowchart are what we use most often to align social media ads spending with our clients' marketing goals. Read on for a brief summary, with objectives listed from less to more measureable objectives, as well as less to more expensive per CPM (generally speaking):<\/p>\r\n<h3>Brand Awareness<\/h3>\r\n<p>The Brand Awareness objective is an inexpensive way to reach a lot of people. It can be helpful for businesses that don&rsquo;t necessarily want a prospect to take an action but want their ad to be seen by many people in their target audience, as the cost is low compared to other &ldquo;clicky&rdquo; objectives. Brand Awareness should often be paired with other lower funnel &ldquo;Consideration&rdquo; objectives to ensure alignment with your ultimate marketing objectives.<\/p>\r\n<h3>Video Views<\/h3>\r\n<p>If you have video content, you can use it as creative in most of the other objectives listed above. So, it really depends on what your end goal is for the specific campaign. If you want general engagement and many video completions, video views is a good option because it optimizes for people who are more likely to watch your video. It is generally less expensive than those objectives geared towards those expensive &ldquo;clicky&rdquo; users.<\/p>\r\n<h3>Engagement<\/h3>\r\n<p>Likes, comments, shares, offer claims = Engagement. Facebook will show your ad to people who are more likely to react.&nbsp; This is a good option for businesses that are trying to drive discussions on their Facebook posts. Engagement is the objective that is automatically selected when you use the &ldquo;Boost&rdquo; button on your Page. An important thing to remember is that Facebook studies have shown 2 important facts: 1. &ldquo;Clicky&rdquo; Users are 5.5x more expensive than 50% of users that are least clicky. 2. There is NO significant correlation between Click Rate and Brand Awareness or Purchase Intent. So you are paying 5.5 times more for actions that don&rsquo;t drive your business forward.<\/p>\r\n<h3>Traffic&nbsp;<\/h3>\r\n<p>After choosing the Traffic objective, you can drill down even further to further improve your campaign&rsquo;s traffic quality. That&rsquo;s where you&rsquo;ll find the option to optimize for Landing Page Views. A landing page view is when a person lands on the destination URL from your ad. It is different from a link click because it doesn&rsquo;t count pages that were closed before they loaded. Read more about this optimization technique here.&nbsp;<\/p>\r\n<h3>Conversion Ads<\/h3>\r\n<p>This optimization will drive measurable actions online or offline. Have a lead form or specific action that you want people to take once they reach your destination URL? This is the optimization for you. Online conversions require a pixel be installed on your website or app. Offline conversions require integrations with your POS system but can be great though often more complicated to set up.<\/p>\r\n<h3>Lead Generation<\/h3>\r\n<p>Your business can capture leads directly on Facebook or Instagram by running a lead generation campaign. Instead of clicking through to a landing page, the ad leads the user to a pop-up form directly on the platform. The nice thing about these ads is that they pre-populate the form with the user&rsquo;s profile information, minimizing the effort it takes to complete. Made with mobile in mind, Facebook lead ads are a great option for businesses looking for leads. An important note: if you plan to collect leads, strategize how you will respond to them promptly upon receipt of their information.<\/p>\r\n<h3>Learn More at Marketing Edge<\/h3>\r\n<p>Interested in learning more about social media strategy? Join our Social Media Advertising Director Kate Nilsen at <a title=\"Marketing Edge\" href=\"https:\/\/amamarketingedge.com\/\" target=\"_blank\" rel=\"noopener\">Marketing Edge<\/a>. The one-day conference hosted by the AMA is bringing together top marketers from across the nation on September 27th. <a title=\"Register today\" href=\"https:\/\/www.cvent.com\/events\/marketing-edge-2018\/registration-b28b42a2a26f4ff7b4232c425f10d3b4.aspx?refid=MEW&amp;fqp=true\" target=\"_blank\" rel=\"noopener\">Register today<\/a> and catch Kate&rsquo;s breakout session at 11 am!<\/p>","date_modified":"2018-09-29 13:17:18","createdby":"39","modifiedby":"39","newsdate":"2018-09-12 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/SocialMedia.png","headingphoto":null,"meta_title":"What is your Facebook ad objective?","meta_desc":"Many businesses simply use the Boost buttons. Here's why you should consider using other Facebook ad objectives that better align your social strategy with your business strategy.","is_hidden":"0","target":"","newslink":"\/blog\/1140\/what-is-your-facebook-objective","thumbnail_display":"\/uploads\/images\/blog\/SocialMedia.png","taginfo":{"info":[{"newsid":"1140","tagid":"163","tag":"social media marketing","slug":"social-media-marketing"},{"newsid":"1140","tagid":"209","tag":"Facebook advertising","slug":"facebook-advertising"},{"newsid":"1140","tagid":"211","tag":"social media advertising","slug":"social-media-advertising"}],"tags":["163","209","211"],"taglinks":"<a href=\"\/blog\/tag\/social-media-marketing\">social media marketing<\/a>, <a href=\"\/blog\/tag\/facebook-advertising\">Facebook advertising<\/a>, <a href=\"\/blog\/tag\/social-media-advertising\">social media advertising<\/a>"},"categoryinfo":{"info":[{"newsid":"1140","catid":"31","category":"Social Media Marketing","slug":""}],"categories":["31"],"categorylinks":"<a href=\"\/blog\/category\/\">Social Media Marketing<\/a>"},"src":"\/uploads\/images\/blog\/SocialMedia.png"},{"id":"1139","title":"If You Build It, They Will Come\u00e2\u20ac\u00a6 if the Page Loads","dateadded":"2018-08-16 10:06:57","article":"<p>Attracting prospects to your website means the battle is over, right?<\/p>\r\n<p>As any marketer knows, a prospect is truly won over once they convert on your site, being it signing up for an email list, purchasing a product, or directly sending a query about a service.<\/p>\r\n<p>This is the real bread and butter of marketing and the way in which we can gauge successful campaigns.<\/p>\r\n<p>If you are focused on driving conversions, then you need to be focused on the speed of your site.<\/p>\r\n<p>Wait, site speed? Not content, or branding, or the other litany of elements on a website that drive conversions?&nbsp;<\/p>\r\n<p>Exactly, site speed. If you think users will wait for your website to load before they convert, think again!<\/p>\r\n<p>If you are not thinking about site speed, then you are missing a key optimization component in your digital marketing efforts.<\/p>\r\n<p><strong>What is Site Speed?<\/strong><\/p>\r\n<p>According to Google, site speed reflects how quickly a website responds to web requests.&nbsp;<\/p>\r\n<p>For those of us who don&rsquo;t speak Google, think of site speed as the time it takes for your webpage to load and be displayed to the user, and test after test shows that a fast loading site helps in conversions &ndash; a lot.<\/p>\r\n<p>According to a <a href=\"https:\/\/neilpatel.com\/blog\/speed-is-a-killer\/\" target=\"_blank\" rel=\"noopener\">blog by digital marketing wiz Neil Patel<\/a>&nbsp;using data from industry analytics firms Akamai and Gomez.com, nearly half of web users expect a site to load in 2 seconds or less, and they tend to abandon a site that isn&rsquo;t loaded within 3 seconds.<\/p>\r\n<p>And when a site loads slow, its users are less likely to convert. A <a href=\"https:\/\/neilpatel.com\/blog\/loading-time\/\" target=\"_blank\" rel=\"noopener\">similar article by Patel with data from Akamai and Gomez.com<\/a> found that a 1 second delay in page response can result in a 7% reduction in conversions.<\/p>\r\n<p>If you follow that statistic over several seconds, the problem begins to compound significantly.<\/p>\r\n<p>But this is nothing new. In fact, this knowledge goes back to at least 2009, when Google <a href=\"https:\/\/ai.googleblog.com\/2009\/06\/speed-matters.html\" target=\"_blank\" rel=\"noopener\">published tests<\/a> indicating that when sites respond slowly, users spend less time.<\/p>\r\n<p>So, if you haven&rsquo;t been focusing on site speed during the past DECADE, the time is NOW.<\/p>\r\n<p><strong>Where to Start<\/strong><\/p>\r\n<p>The first step should always be to benchmark your sites performance and determine if you actually have a problem.<\/p>\r\n<p>If you are building a new website from scratch, your developer <em>should <\/em>already be accounting for site speed in their coding and construction.<\/p>\r\n<p>However, it is still easy for developers and designers to get bogged down in making things look pretty rather than performing well.<\/p>\r\n<p>Building a pretty new site that runs slowly is like building a sports car with a go-kart engine &ndash; all flash with no power.<\/p>\r\n<p>That is why it is important to stay on top of the developer and do periodic checks to ensure the site is performing well.<\/p>\r\n<p>For both new and existing sites, tools like <a href=\"https:\/\/developers.google.com\/speed\/pagespeed\/insights\/\" target=\"_blank\" rel=\"noopener\">PageSpeed Insights<\/a>, <a href=\"https:\/\/www.webpagetest.org\/\" target=\"_blank\" rel=\"noopener\">WebPageTest.org<\/a>, and the <a href=\"https:\/\/addons.mozilla.org\/en-US\/firefox\/addon\/YSlow\/\" target=\"_blank\" rel=\"noopener\">YSlow<\/a> addon for Firefox are good tools to determine how existing sites and those under development are performing.<\/p>\r\n<p>If you determine your site is performing poorly, how do you fix it?<\/p>\r\n<p>Likely you will need to work with a developer to correct most of the issues, as they could be built into the site template.<\/p>\r\n<p>Typically there are a few key areas that tend to cause issues for websites when it comes to speed:&nbsp;<\/p>\r\n<ul>\r\n<li><strong>Web Hosting &shy;&ndash;<\/strong> Ensure you have the correct package for your business size and traffic. Cheap web hosting usually means slower load speeds for your site.<\/li>\r\n<li><strong>Oversized Images &ndash; <\/strong>Large, multi-megabyte images are one of the biggest culprits for a slow site speed. Use PNG for images that do not require high details like logos&nbsp;and JPEG for photos.<\/li>\r\n<li><strong>Too Many Ads <\/strong>&ndash; Pop-ups, video pop-ups, and delayed interstitials not only bother your visitors but have the additional drawback of slowing down your site speed.<\/li>\r\n<li><strong>Overdesigned Theme &ndash;<\/strong> Custom themes heavy on JavaScript animation, videos, motion graphics and Flash will kill your page speed. Use the less is more approach.<\/li>\r\n<li><strong>Widgets<\/strong> &ndash; Do you really need ALL those social buttons or comment areas on your site? Look at data to determine what is important for conversions and engagements and remove the rest.<\/li>\r\n<li><strong>Excess Code<\/strong> &ndash; This will likely need to be looked at by a developer. If your HTML\/CSS is not efficient or requires too many requests before the site is shown to the user, your page will be slow.<\/li>\r\n<\/ul>\r\n<p><strong>Site Speed and Search Engine Optimization (SEO)<\/strong><\/p>\r\n<p>Not only can site speed have a strong impact on your conversion rate, but it can also greatly influence your ability to be found by and displayed in search engines.<\/p>\r\n<p>Google has been using <a href=\"https:\/\/webmasters.googleblog.com\/2010\/04\/using-site-speed-in-web-search-ranking.html\" target=\"_blank\" rel=\"noopener\">site speed in their web search rankings<\/a> since at least 2010, meaning that in addition to on-page content and backend metadata, site speed is a critical component of SEO and helping to ensure your site ranks well in search engines.&nbsp;<\/p>\r\n<p>And while Google previously stated that site speed mainly focused on desktop searches and the rankings of those results, it has now become a <a href=\"https:\/\/searchengineland.com\/google-speed-update-page-speed-will-become-ranking-factor-mobile-search-289904\" target=\"_blank\" rel=\"noopener\">priority for the ranking of mobile search results<\/a> as well.<\/p>\r\n<p>In addition, <a href=\"https:\/\/moz.com\/learn\/seo\/page-speed\" target=\"_blank\" rel=\"noopener\">a slow page speed means that search engines can crawl fewer pages<\/a> on your site using their allocated crawl budget, meaning any new pages and recently updated pages will take longer to appear in the search results.<\/p>\r\n<p><strong>Don&rsquo;t Get Left Behind &ndash; Contact Blue Sky Marketing Today<\/strong><\/p>\r\n<p>Site speed is an oft overlooked metric that can have a significant influence on conversions and the indexing of a site by search engines.<\/p>\r\n<p>Blue Sky Marketing are experts in evaluating existing sites for site speed issues, as well as building new sites that fully comply with best practices in the industry.<\/p>\r\n<p><a href=\"\/contact\">Contact us today<\/a> to learn more about how we can solve your marketing challenges.<\/p>","date_modified":"2018-08-17 05:29:41","createdby":"20","modifiedby":"12","newsdate":"2018-08-16 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Site_Speed_Graphic.png","headingphoto":null,"meta_title":"If You Build It, They Will Come\u00e2\u20ac\u00a6 if the Page Loads | Blue Sky Marketing","meta_desc":"Site speed is an oft overlooked metric that can have a significant influence on conversions and the indexing of a site. Learn how to overcome this challenge with Blue Sky Marketing.","is_hidden":"0","target":"","newslink":"\/blog\/1139\/if-you-build-it-they-will-come-if-the-page-loads","thumbnail_display":"\/uploads\/images\/blog\/Site_Speed_Graphic.png","taginfo":{"info":[{"newsid":"1139","tagid":"160","tag":"SEO","slug":"seo"},{"newsid":"1139","tagid":"179","tag":"website development","slug":"website-development"}],"tags":["160","179"],"taglinks":"<a href=\"\/blog\/tag\/seo\">SEO<\/a>, <a href=\"\/blog\/tag\/website-development\">website development<\/a>"},"categoryinfo":{"info":[{"newsid":"1139","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/uploads\/images\/blog\/Site_Speed_Graphic.png"},{"id":"1138","title":"Blue Sky Marketing Recognized Among Houston\u00e2\u20ac\u2122s Top Agencies","dateadded":"2018-05-31 05:12:39","article":"<p>The team at Blue Sky Marketing has ranked among top service providers for our efforts in advertising, digital marketing, SEO, and digital strategy.<\/p>\r\n<p>Recently, Blue Sky Marketing gained recognition as a leading agency in Houston on Clutch, a B2B research site specialized in identifying top marketing, advertising, and creative agencies around the world. This announcement is part of Clutch's ongoing two-week effort to announce the results of their research across 14 U.S. cities, including more than two dozen service offerings and almost 2,000 companies.<\/p>\r\n<p>Clutch compares companies on their platform using an in-depth research methodology that accounts for each company&rsquo;s market presence, recent accolades, notable clients, and proven results. The results of this objective research are paired with extensive client reviews, which are collected over the phone and verified by a team of more than 20 business analysts. Using this methodology, Clutch lists the top agencies on their site in <strong>Leaders Matrices<\/strong> &ndash; which highlight each company&rsquo;s ability to deliver excellent results and their service offerings.<\/p>\r\n<p>After evaluating Blue Sky Marketing on this rigorous criteria, Clutch has ranked our agency among top marketing and <a href=\"https:\/\/clutch.co\/agencies\/houston\" target=\"_blank\" rel=\"noopener\">advertising agencies in Houston<\/a>, while Clutch's sister company The Manifest has recognized us among top <a href=\"http:\/\/themanifest.com\/branding\/agencies\/houston#blueskymarketing\" target=\"_blank\" rel=\"noopener\">branding agencies in Houston<\/a>.<\/p>\r\n<p>Backing up our leadership status, one client has already left us a 5-star score on the platform. Here are some highlights from that review:<\/p>\r\n<p>&ldquo;Based on sales of homes within a given community, our sales are up consistently. What more can a marketing person ask for then the answer to the question of 'What do I need to do to get to X?'. They help us identify those tracking mechanisms. Thanks to Blue Sky Marketing, we know the number of home searches we need to deliver in terms of sales. They&rsquo;re able to point back to their value based on our home sales and what we invest in digital.&rdquo;<\/p>\r\n<p>&ldquo;The team is excellent. There are so many moving parts in my role; it&rsquo;s fantastic to be able to rely on Blue Sky Marketing to help me with critical projects. We'll take a look at our fiscal calendar and they help me project where we need to or want to be with regard to our sales cycle.&rdquo;<\/p>\r\n<p>&ldquo;It&rsquo;s wonderful to work with an agency that&rsquo;s not only razor sharp but also a lot of fun. They're nice people, and I like being around them. I trust them. I can absolutely count on them with my business. They really know what they're talking about. They&rsquo;re continually studying, attending functions, and learning.&rdquo;<\/p>\r\n<p>We&rsquo;re looking forward to continuing our partnership with Clutch and hearing more about what clients think makes us unique. To read full-length <a href=\"https:\/\/clutch.co\/profile\/blue-sky-marketing\" target=\"_blank\" rel=\"noopener\">Blue Sky Marketing reviews<\/a>, check out our Clutch profile.<\/p>","date_modified":"2018-06-01 03:20:52","createdby":"20","modifiedby":"20","newsdate":"2018-05-31 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Top_B2B_Companies_Houston_2018_cropped.jpg","headingphoto":null,"meta_title":"Blue Sky Marketing Recognized Among Houston\u00e2\u20ac\u2122s Top Agencies","meta_desc":"Blue Sky Marketing gained recognition as a leading agency in Houston on Clutch, a B2B research site specialized in identifying top marketing, advertising, and creative agencies worldwide. ","is_hidden":"0","target":"","newslink":"\/blog\/1138\/blue-sky-marketing-recognized-among-houstons-top-agencies","thumbnail_display":"\/uploads\/images\/blog\/Top_B2B_Companies_Houston_2018_cropped.jpg","taginfo":{"info":[{"newsid":"1138","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1138","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1138","catid":"7","category":"Houston","slug":"houston"},{"newsid":"1138","catid":"19","category":"work effectiveness","slug":"work-effectiveness"},{"newsid":"1138","catid":"20","category":"Work ethic","slug":"work-ethic"}],"categories":["3","7","19","20"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/houston\">Houston<\/a>, <a href=\"\/blog\/category\/work-effectiveness\">work effectiveness<\/a>, <a href=\"\/blog\/category\/work-ethic\">Work ethic<\/a>"},"src":"\/uploads\/images\/blog\/Top_B2B_Companies_Houston_2018_cropped.jpg"},{"id":"1137","title":"SEO Insights for 2018","dateadded":"2017-12-27 14:43:29","article":"<p>The team at Blue Sky Marketing has spent 2017 staying up to date on the latest trends in organic search in order to provide our clients with the best strategic direction for 2018. Gleaned from attending conferences in England and Portugal as well as reading endless amounts of articles and message board posts, here are some thoughts on the future of organic search for 2018.<\/p>\r\n<h2>Google Market Share to Increase on Mobile Search<\/h2>\r\n<p>Throughout 2017 there was much talk about the volume of mobile searches increasing, meaning that being able to target users on their handheld and voice activated devices will become even more important in 2018.&nbsp;<\/p>\r\n<p>Google made a big step toward controlling this space by <a href=\"https:\/\/techcrunch.com\/2017\/09\/25\/apple-switches-from-bing-to-google-for-siri-web-search-results-on-ios-and-spotlight-on-mac\/\">paying an estimated $1bn<\/a> to become the default search engine for all Apple iPhones. The previous Bing integration with iPhone forced marketers to put more weight on Bing Search than warranted by market share, but this switch takes some of the value away from Bing Search.<\/p>\r\n<p>This change further strengthens Google&rsquo;s dominance of search. In fact, during the Web Summit conference in Lisbon this fall, <a href=\"https:\/\/moz.com\/about\/team\/randfish\" target=\"_blank\" rel=\"noopener\">Rand Fishkin of Moz<\/a> presented data that indicated Google accounted for approximately 65% of all search traffic, followed by Google Images at approx. 22% and YouTube at approx. 4 %.<\/p>\r\n<p>With Google now the default search engine for all iPhones, expect that market share to increase even more in 2018.<\/p>\r\n<h2>SERP Features Could Overtake SERP Rankings<\/h2>\r\n<p>During the same presentation of search trends during the Web Summit conference, Fishkin also hinted that as users shift more toward wanting answers to their questions, Google has provided elements like Knowledge Graph and rich answers to fill these needs, especially on mobile.<\/p>\r\n<p>In analyzing data, he found that while mobile searches are increasing, desktop searches are showing better CTR. This indicates that mobile search is to find immediate answers to our questions, whereas desktop search is for research and discovery. This presents an interesting area where traditional SEO cannot be ignored to drive traffic, but a focus on gaining rich answers in the results will be key to increasing visibility in 2018.<\/p>\r\n<p>Strategies like focusing on long-tail queries, building detailed content, and correctly marking up content will be key to a successful 2018.<\/p>\r\n<h2>Business Reviews Will Continue to Be Critical<\/h2>\r\n<p>During the BrightonSEO conference in September, citation building service BrightLocal delivered a presentation where they stated that on average a business listing received 70% higher CTR for a five-star review.<\/p>\r\n<p>This data, combined with other insights from Google and the SEO community, strengthens the industry viewpoint that reviews are one of the strongest influencers of local search.<\/p>\r\n<p>Building up a good reputation is not only essential for on-the-ground services, but the digital footprint of your company. Reviews assist users in speeding up the decision process and set an expectation for goods and services delivered. &nbsp;Every business should focus on reviews as they have the power to improve ranking, CTR, landing page conversions and more.<strong>&nbsp;<\/strong><\/p>\r\n<p>And with the importance of mobile search, the reviews of you company may be the <em>only <\/em>thing a user sees before deciding to click &ndash; or not click &ndash; on your website.<\/p>\r\n<h2>The Mobile First Index Will Become a Reality<\/h2>\r\n<p>Google has indicated that the <a href=\"https:\/\/www.seroundtable.com\/google-mobile-first-indexing-started-24637.html\">mobile first index is already underway<\/a> for some sites and that we can expect to see a bigger roll out in 2018.<\/p>\r\n<p>Digital marketers have been alerting customers to the mobile first shift since at least 2016, so this should be no surprise to the well-prepared business.&nbsp;<\/p>\r\n<p>It is worth continuing to note that sites which are responsive (applicable to both desktop and mobile) should not be penalized by the change, but predicting what Google will actually do is like predicting the weather. The best way to prepare is to have a responsive website and to ensure that it provides a good mobile experience for the user.<\/p>\r\n<p>If you are planning on a redesign or launching a new website in 2018, a mobile-first mentality is key to future proofing your website.<\/p>\r\n<h2>Let Blue Sky Help You Navigate SEO in 2018<\/h2>\r\n<p>The team at Blue Sky Marketing are digital marketing experts who can help develop forward-looking SEO strategy to drive your desired business goals.&nbsp;<\/p>\r\n<p><a href=\"\/contact\">Contact Blue Sky Marketing<\/a>&nbsp;today to discuss what we can do for your business.<\/p>","date_modified":"2017-12-28 04:37:11","createdby":"20","modifiedby":"12","newsdate":"2017-12-27 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/2017-11-08_11_56_13.jpg","headingphoto":null,"meta_title":"SEO Insights for 2018 | Blue Sky Marketing","meta_desc":"The team at Blue Sky Marketing has spent 2017 staying up to date on the latest trends in organic search in order to provide our clients with the best strategic direction for 2018.","is_hidden":"0","target":"","newslink":"\/blog\/1137\/seo-insights-for-2018","thumbnail_display":"\/uploads\/images\/blog\/2017-11-08_11_56_13.jpg","taginfo":{"info":[{"newsid":"1137","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1137","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1137","catid":"8","category":"Marketing Conferences","slug":"marketing-conferences"},{"newsid":"1137","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1137","catid":"13","category":"Responsive Website","slug":"responsive-website"},{"newsid":"1137","catid":"15","category":"Technology","slug":"technology"},{"newsid":"1137","catid":"17","category":"Website","slug":"website"},{"newsid":"1137","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1137","catid":"27","category":"Google","slug":""},{"newsid":"1137","catid":"29","category":"SEO","slug":""}],"categories":["3","8","12","13","15","17","24","27","29"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/marketing-conferences\">Marketing Conferences<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/responsive-website\">Responsive Website<\/a>, <a href=\"\/blog\/category\/technology\">Technology<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">Google<\/a>, <a href=\"\/blog\/category\/\">SEO<\/a>"},"src":"\/uploads\/images\/blog\/2017-11-08_11_56_13.jpg"},{"id":"1134","title":"Top Takeaways from BrandManage Camp","dateadded":"2017-11-26 21:29:52","article":"<p>I headed to Las Vegas in September for the <a href=\"http:\/\/brandmanagecamp.com\/\" target=\"_blank\" rel=\"noopener\">Brand ManageCamp Conference<\/a> to hear from top marketing experts.<\/p>\r\n<p>The key themes surrounded improving the customer experience and creating customer loyalty through emotion and empathy. &nbsp;I&rsquo;ve selected a few of my favorite sessions to sum up below.<\/p>\r\n<h3>Hug Your Haters: How to Embrace Complaints &amp; Keep Your Customers<\/h3>\r\n<h6>Jay Baer, Digital Marketing &amp; Online Customer Service Expert<\/h6>\r\n<p>While most brands may shy away from the negative feedback, Jay Baer believes brands should respond to every complaint, everywhere, with empathy and expediency. Answering every complaint is mathematically proven to grow your business &ndash; when you do not answer a customer complaint, it decreases customer advocacy by 50%; while answering a complaint increases advocacy by 25%.&nbsp;<\/p>\r\n<p>Not sure how to respond? Whenever you reply to a customer it should always be EMOTION first, INFORMATION next. Empathy matters.&nbsp;Speed also matters. 40% of social media complainers expect a reply in an hour. Customer service is the new marketing, but only if you take the steps necessary to hug your haters.<\/p>\r\n<h3>The Loyalty Loop: How Small Things Add Up To Big Business&nbsp;<\/h3>\r\n<h6>Andrew Davis, Bleeding-edge Marketing and Media Futurist<\/h6>\r\n<p>Brands must deliver the best EXPERIENCE. You don&rsquo;t have to have the best or cheapest product, but look at your customer journey and plot experience points every step of the way. You can own your entire customer journey by focusing on every point, thinking about the experience and harnessing customer momentum. Typically excitement ends once a transaction is complete &ndash; how can you prolong that excitement and ensure the transaction is repeated?<\/p>\r\n<p>Andrew shared a few valuable examples, but I personally related to the Domino&rsquo;s Pizza tracker example. Now, ordering pizza is no longer a task, it&rsquo;s an EXPERIENCE. Domino&rsquo;s has made the waiting game a fun one &ndash; Barry has received your order, Maria is preparing your pizza, Jeff is on his way. And then, it really is Jeff when you open your door. It&rsquo;s fun &ndash; try it out!<\/p>\r\n<h3>The Art &amp; Science of WOW!<\/h3>\r\n<h6>Alex Hunter, Former Global Head of Online for the Virgin Group\/Sir Richard Branson<\/h6>\r\n<p>Providing a product or service is no longer enough.&nbsp;We have to work harder to build meaningful bonds with our customers and it&rsquo;s the small things that keep people coming back. Similar to Andrew Davis, Alex talked about identifying each consumer touch point and interaction ensuring that each one is special &ndash; but consistent with the brand. If you have the tools to remember people &ndash; are you taking advantage of them? Wouldn&rsquo;t it be nice if brands you interact with on a regular basis didn&rsquo;t pretend like it was the first time each time?<\/p>\r\n<h4>Need help managing your brand? Let Blue Sky Marketing help.<\/h4>\r\n<p>Right now is the time you should be thinking about your 2018 strategy and how to make the most of your marketing budgets. Have you recently reviewed your brand from the outside looking in? <a href=\"\/contact\">Contact Blue Sky Marketing<\/a> if you want a fresh take!<\/p>","date_modified":"2017-12-01 11:00:50","createdby":"39","modifiedby":"39","newsdate":"2017-11-26 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Brand-Manage-Camp.jpg","headingphoto":null,"meta_title":"BrandManage Camp Takeaways","meta_desc":"The key themes from the 2017 BrandManage Camp Conference focused on improving the customer experience and creating customer loyalty through emotion and empathy. Here is a summary of my favorite sessions. ","is_hidden":"0","target":"","newslink":"\/blog\/1134\/top-takeaways-from-brandmanage-camp","thumbnail_display":"\/uploads\/images\/blog\/Brand-Manage-Camp.jpg","taginfo":{"info":[{"newsid":"1134","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1134","catid":"8","category":"Marketing Conferences","slug":"marketing-conferences"}],"categories":["8"],"categorylinks":"<a href=\"\/blog\/category\/marketing-conferences\">Marketing Conferences<\/a>"},"src":"\/uploads\/images\/blog\/Brand-Manage-Camp.jpg"},{"id":"1133","title":"Marketing Edge 2017 \u00e2\u20ac\u201c What\u00e2\u20ac\u2122s YOUR Story?","dateadded":"2017-11-21 10:58:15","article":"<p>You know the expression &ldquo;bright-eyed and bushy-tailed&rdquo;? That is how I would describe myself the morning of the Marketing Edge conference. I walked in eager to learn and walked out inspired by so many great marketers and their stories! I could not have chosen a better first conference to attend as a new marketer just beginning my career.<\/p>\r\n<p><a href=\"http:\/\/amamarketingedge.com\/\">Marketing Edge<\/a> brings together forward-thinking industry leaders from across the country to share insight and inspire new conversations and perspectives in the marketing industry. The conference featured three keynote sessions and four breakout sessions and panels with more than 20 speakers, but my personal favorite was <a href=\"https:\/\/kindrahall.com\/\">Kindra Hall<\/a>.<\/p>\r\n<p>Kindra managed to effortlessly do what all marketers aspire to do every day &ndash; engage people. She captivated the entire room through strategic storytelling and proved that the one thing that matters in this crazy world of marketing is our story.<\/p>\r\n<h6>What is your story? First, you must know what it is <strong>not<\/strong>.<\/h6>\r\n<ol>\r\n<li>A story is not a tagline\/slogan\/mission statement.<\/li>\r\n<li>It is not a list of features or benefits.<\/li>\r\n<li>It is not simply catchy copy or cool infographics.<\/li>\r\n<li>It is not vague.&nbsp;<\/li>\r\n<\/ol>\r\n<p>How many of you have worked on creating social media content and are guilty of quoting a tagline and listing features or benefits? We need to remember that humans are attracted to stories and are more motivated to take action when they can relate personally.<\/p>\r\n<h6>So, what is a story? According to Kindra:<\/h6>\r\n<ol>\r\n<li>A story happens in a particular moment.<\/li>\r\n<li>There is a beginning, middle, and end.<\/li>\r\n<li>There are emotions, not just information.<\/li>\r\n<li>There are characters to care about.<\/li>\r\n<\/ol>\r\n<h6>Now that you know what a story is, you can find yours or your client&rsquo;s by taking these 3 steps:<\/h6>\r\n<ol>\r\n<li>Make a list of differentiators.<\/li>\r\n<li>Make a list of the features and benefits.<\/li>\r\n<li>Make a list of your client&rsquo;s clients and their transformations. What did your client do for them and what were the results? OR if your client has undergone an amazing transformation, share what it is!<\/li>\r\n<\/ol>\r\n<p>Once you find your story, <strong>craft it<\/strong>. Don&rsquo;t just have a beginning, a middle, and an end &ndash; that&rsquo;s boring. Set the scene and <strong>be vivid<\/strong>, include <strong>emotions<\/strong> - i.e. the struggle, the hope - and specific, <strong>strategic<\/strong> details. Offer a directive &ndash; encourage your audience to take action.<\/p>\r\n<p>Just to prove there is a method to her madness, Kindra tested how well a story performed against a photo and an article and as the chart&nbsp;shows below, her&nbsp;<strong>story<\/strong> reached&nbsp;9x the amount a photo was able to reach and 5x the amount the article reached. Incredible!<\/p>\r\n<p><a href=\"https:\/\/kindrahall.com\/\" target=\"_blank\" rel=\"noopener\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/MarketingEdge2017.png\" alt=\"Marketing Edge 2017\" width=\"500\" height=\"283\" \/><\/a><\/p>\r\n<p>The last step is to tell your story via videos, on your website, and through social media, blogs, and email campaigns. Tell it in presentations and in-person meetings to really make a connection!<\/p>\r\n<h3><strong>Let Blue Sky Help You Tell Your Story<\/strong><\/h3>\r\n<p>Need help finding and crafting your story? Or do you know your story but need help telling it? Contact Blue Sky Marketing today.<\/p>","date_modified":"2017-12-01 11:47:57","createdby":"35","modifiedby":"39","newsdate":"2017-11-21 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/MarketingEdge400x200.jpg","headingphoto":null,"meta_title":"Marketing Edge 2017","meta_desc":"Marketing Edge brings together forward-thinking industry leaders from across the country to share insight and inspire new conversations and perspectives in the marketing industry.","is_hidden":"0","target":"","newslink":"\/blog\/1133\/marketing-edge-2017--whats-your-story","thumbnail_display":"\/uploads\/images\/blog\/MarketingEdge400x200.jpg","taginfo":{"info":[{"newsid":"1133","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1133","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1133","catid":"8","category":"Marketing Conferences","slug":"marketing-conferences"},{"newsid":"1133","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["3","8","9"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/marketing-conferences\">Marketing Conferences<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/uploads\/images\/blog\/MarketingEdge400x200.jpg"},{"id":"1132","title":"Facebook Marketing...Organic Reach is so 2015. How Do You Win in 2018?","dateadded":"2017-11-14 09:16:03","article":"<p>We all know that Facebook is where many Americans spend some amount of time daily. It is also in a <a href=\"http:\/\/www.businessinsider.com\/google-facebook-news-traffic-chart-2017-5\" target=\"_blank\" rel=\"noopener\">competition with Google for the top referrer to websites across the web<\/a>. All that means - like it or not - even if you don't have a community to nurture, if you're in consumer marketing and you're not on Facebook, you're missing a very real opportunity for people to discover your brand!<\/p>\r\n<p>So, what's changing?&nbsp;<\/p>\r\n<h4>Organic Reach is So 2015.&nbsp;<\/h4>\r\n<p>Throw away your editorial calendars for writing multiple posts a week. That was the winning strategy for Facebook marketers before the social network realized the gold mine of data and attention they were sitting on. Now in 2017, Facebook estimates that only 1% of your Page Fans see a given post without you investing some amount of money in them seeing it. <a href=\"http:\/\/mashable.com\/2017\/10\/23\/facebook-explore-publisher-post-organic-reach-drop\/#7W7EHZ7GRPq4\" target=\"_blank\" rel=\"noopener\">They've even been running tests in some countries for a completely Brand Page free feed (unless they pay)!<\/a><\/p>\r\n<p><strong>2018 Pro Tip:<\/strong>&nbsp;No more daily posting. Or even 2 per week. Only update with information that is timely -- a new product announcement, \"we're closed!\" or other equally logistical type messages, or seasonal feature. Brand building messages should be pushed out via Ads Manager where you can control targeting, reach and frequency over a longer period of time, freeing up time and resources to invest in creating that quality content and making the most out of your content created as well.<\/p>\r\n<h4>Move Beyond The Boosted Post. Align Your Facebook Strategy With Business Metrics<\/h4>\r\n<p>And now we're not just saying what we said in 2016 to pay money to boost posts.&nbsp;<span style=\"text-decoration: underline;\">We're saying to move past shiny metrics (Page Fans, Post Reactions) and invest in the Facebook campaign types that align with your business goals<\/span>.<\/p>\r\n<h6>Why?<\/h6>\r\n<p><img style=\"margin: 4px; float: right;\" src=\"\/uploads\/images\/blog\/Facebook-Clicky-Users.jpg\" alt=\"Facebook Clicky Users &amp; Cost Effectiveness\" width=\"300\" height=\"180\" \/>Boosted posts are optimized for \"clicky users,\" says Facebook. \"<em>Clicky users are more expensive <strong>(typically 5.5x)<\/strong> &ndash; this is because <strong>only 10% of people on Facebook are clicky<\/strong>, and you're competing with every other advertiser on the platform who also targets this sub-set of users.\"<\/em> If you're going to pay for a clicky user, pay to have them perform the action you really want -- buying your product, filling out a lead form, coming into your store, etc. -- all of which you can optimize for!<\/p>\r\n<p class=\"photoCaption\"><span class=\"highlight\"><em>Despite clicky users being more expensive, there is <strong>no correlation<\/strong> between someone &ldquo;clicking&rdquo; or \"liking\" an ad and driving brand awareness or conversions (Nielsen study). In other words, not only are you spending more to target them, but it ultimately is driving no real value for your business.<\/em><\/span><\/p>\r\n<p><strong>2018 Pro Tip:<\/strong> Install the Facebook pixel on your website and set up the same Conversions\/Goals that you track in your Analytics software in Facebook Ads Manager, so that you can create campaigns optimized for Goal Conversions - creating measurable&nbsp;alignment with objectives that matter most to&nbsp;your business from your campaign.<\/p>\r\n<p><img style=\"margin: 4px auto; display: block;\" src=\"\/uploads\/images\/blog\/Facebook-Pixel-Setup.jpg\" alt=\"Facebook Pixel Install\" width=\"400\" height=\"208\" \/><\/p>\r\n<h4>Facebook Ad Frameworks that Work<\/h4>\r\n<p>In the omnichannel world that we live in, your prospective buyer doesn't search, click, convert in one session on one device anymore. Countless studies show that a purchase journey can have sometimes hundreds of brand touchpoints. And social is often a discovery medium, a place where people will first encounter&nbsp;your brand and move towards consideration. <span class=\"highlight\">BUT, Remember: Liking a post on Facebook doesn&rsquo;t change behavior or increase purchasing. There is no significant correlation between a Facebook click and any Nielsen rated brand effect -- less than 1%.<\/span><\/p>\r\n<h6><span class=\"highlight\">So what to do? <\/span><\/h6>\r\n<p>Use multiple measurable Facebook ad types to create multiple brand touchpoints along the way to guide the purchase journey and nurture prospects. Layer in targeting and retargeting users for efficiencies of ad spend.<\/p>\r\n<p>At the top of the funnel (awareness), consider more meaningful metrics for success vs the boosted post, like <strong>video views, upper level website conversions, or brand awareness<\/strong>. Then, further cultivate those target users who like to watch your video, or take the action you want them to take on your website with further brand messaging (consideration) before ultimately serving them ads that will convert to a sale (be it tracking website conversions, offline conversions or lead forms.)<\/p>\r\n<p><strong>2018 Pro Tip:<\/strong> Using campaign types with lower CPMs such as Video Views, Reach (for qualified audiences only) or Brand Awareness can help keep your upper level ad placements low, however to further cultivate leads, you'll want to use Video Views so that you have a measurable engagement.<\/p>\r\n<h4>Let's Talk Social<\/h4>\r\n<p>Facebook's monetization of their network is changing the game in terms of the old thinking about how to incorporate social into your digital marketing strategy. It is as important as ever, but the tools they've provided now allow for more business-focused advertising investments on their platform vs the old thinking of blasting out many posts, hoping one will stick and paying for social metrics Page Likes and Post Reactions that don't really provide business outcomes.&nbsp;<\/p>\r\n<p>Need help turning your social strategy around for 2018? <a href=\"\/contact\">Reach out to our social advertising team at Blue Sky Marketing<\/a> and we'll be happy to set up a plan to meet your business objectives!<\/p>","date_modified":"2017-11-16 08:25:22","createdby":"13","modifiedby":"13","newsdate":"2017-11-16 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Kate Nilsen","thumbnail":"\/uploads\/images\/blog\/SocialMedia.jpg","headingphoto":null,"meta_title":"Facebook Marketing in 2018 - Tips for Better Ad Performance","meta_desc":"Your Facebook strategy is not working? Here are some tips for better social strategy in 2018, including how to make ads work to better align to your marketing and business objectives.","is_hidden":"0","target":"","newslink":"\/blog\/1132\/facebook-marketingorganic-reach-is-so-2015-how-do-you-win-in-2018","thumbnail_display":"\/uploads\/images\/blog\/SocialMedia.jpg","taginfo":{"info":[{"newsid":"1132","tagid":"209","tag":"Facebook advertising","slug":"facebook-advertising"},{"newsid":"1132","tagid":"210","tag":"social marketing strategy","slug":"social-marketing-strategy"}],"tags":["209","210"],"taglinks":"<a href=\"\/blog\/tag\/facebook-advertising\">Facebook advertising<\/a>, <a href=\"\/blog\/tag\/social-marketing-strategy\">social marketing strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"1132","catid":"30","category":"Facebook Advertising","slug":""}],"categories":["30"],"categorylinks":"<a href=\"\/blog\/category\/\">Facebook Advertising<\/a>"},"src":"\/uploads\/images\/blog\/SocialMedia.jpg"},{"id":"1131","title":"Budget Season is Upon Us: How to Start 2018 Planning","dateadded":"2017-10-16 12:50:57","article":"<p>It&rsquo;s never too soon to start working on your marketing plan for the upcoming year. Here&rsquo;s a good rule of thumb: &nbsp;Do not open 2017&rsquo;s budget and &ldquo;save as&rdquo; to plan 2018.&nbsp; So where to start?&nbsp; Use this 5-Step Guide to get the 2018 marketing planning process started.<\/p>\r\n<h2>Step 1: Determine Your Goals<\/h2>\r\n<p>\"If you don't know where you're&nbsp;going,&nbsp;any road'll take&nbsp;you there\"&nbsp;said the Cheshire Cat in Alice in Wonderland.<\/p>\r\n<p>As you are preparing your marketing budget, you need solid input on where the company is going in the coming year.<\/p>\r\n<p>Do you know the items below for your company?<\/p>\r\n<ul>\r\n<li>Overall company business plan<\/li>\r\n<li>2018 Revenue goals<\/li>\r\n<li>Changes planned to products or services<\/li>\r\n<li>Key metrics that are important to your CEO for measuring marketing success<\/li>\r\n<li>Sales team&rsquo;s initiatives for 2018 that require support, new markets they want to approach (industries or geographies)<\/li>\r\n<\/ul>\r\n<p>If you answered Yes to all of the above, you have great goals and can continue forward. If you answered No to any of the above, schedule meetings, conference calls or have discussions with relevant colleagues and have those discussions until you have an answer.&nbsp; Yes, plans will change throughout the year but you need to set a target and have clear business goals to create a marketing plan.&nbsp;<\/p>\r\n<p>Your goals will set the alignment of your tactics. Your marketing goals should be strategic objectives that are quantifiable and specific.&nbsp;<\/p>\r\n<p>It&rsquo;s important to establish objectives, but we believe in and recommend flexibility to our clients. Many factors will change over the course of the year including competition, platform changes (they call them &lsquo;optimizations&rsquo;) and business goals.<\/p>\r\n<h2>Step 2: Analyze And Benchmark Past Marketing Successes<\/h2>\r\n<p>In 2018, marketing should not be a guessing game. To develop a successful marketing plan, start by looking back.<\/p>\r\n<p><span style=\"text-decoration: underline;\"><strong>Places to look for Insights and Data:<\/strong><\/span><\/p>\r\n<ul>\r\n<li>Google Analytics: &nbsp;Such great data and free!\r\n<ul>\r\n<li>If you don&rsquo;t have dashboards created, a good place to start is running YoY (year over year) data on Source \/ Medium on traffic.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<li>Review you Goals and the Source \/ Medium for each of those. If you did not have Goals set in Analytics, now is a good time to create those goals since you identified your KPIs in Step 1 above.<\/li>\r\n<li>Email marketing reporting: Who&rsquo;s opening and clicking? What topics are of interest?&nbsp; Let past success impact future results.<\/li>\r\n<li>Social Media Platform Insights: &nbsp;Facebook and LinkedIn both offer great demographic insights on followers.<\/li>\r\n<li>Marketing Automation Tools: If you have a marketing automation system, run the reports that identify what sources are driving the most qualified leads.<\/li>\r\n<\/ul>\r\n<p>Once you have tangible numbers, you can identify which sources contribute the highest percentage of total leads and conversions.<\/p>\r\n<p>After you&rsquo;ve collected data from each marketing channel, you should ask yourself two simple but very important questions:<\/p>\r\n<ul>\r\n<li>What&rsquo;s working?<\/li>\r\n<li>What&rsquo;s not working?&nbsp;<\/li>\r\n<\/ul>\r\n<p>Unfortunately, each marketing tactic cannot be evaluated in the same way. While print ads offer circulation data, you can&rsquo;t determine the exact number of readers who flipped through a publication&rsquo;s pages. On the other hand, display advertising can provide definitive findings as to the size of the audience, the amount of impressions and click data.<\/p>\r\n<p>Do your best to prioritize marketing tactics based on an unbiased review of their performance each year.<\/p>\r\n<p>Everything is up for discussion. Too many people have created &ldquo;sacred cows&rdquo; that have not been changed in years using the thought process &ldquo;we&rsquo;ve always done it&rdquo;;. I get it; it&rsquo;s scary to let go and try something new, that&rsquo;s another place where flexibility comes into play.&nbsp; Try Q1 without the sacred cow and monitor impact; you can always bring back an &ldquo;oldie but goodie&rdquo; if it turns out it is missed.<\/p>\r\n<h2>Step 3: Consider Channel Options<\/h2>\r\n<p>There are multiple marketing channels to choose from when creating a 2018 marketing plan, but most seasoned marketers will recommend an integrated approach. If your budget is constrained (and who&rsquo;s isn&rsquo;t), it may be in your best interest to focus on one or two channels. Here are a few channels that most marketer should consider:<\/p>\r\n<p>1.&nbsp;&nbsp;&nbsp;&nbsp; Digital Marketing<\/p>\r\n<ul>\r\n<li><strong>Website development<\/strong>: This is your most important piece for modern marketing. &nbsp;Whether you&rsquo;re starting from scratch to create a new website or you&rsquo;re improving an existing one, users can always appreciate a site that has top-notch UX and updated features. If your site is still not fully responsive in 2017, 2018 is your year to make that happen.&nbsp;<\/li>\r\n<li><strong>Pay-per-click (PPC) &amp; Display advertising)<\/strong>: &nbsp;According to Google, four out of five people use search engines to find local companies. Advertising via search engines and other websites is increasingly an important part of the marketing mix. PPC is extremely customizable; advertisers can specify bids, ad copy, display time of day, location targeting and more. Display advertising is an economical online advertising method, offering the opportunity to display graphic banner ads on website categories of your choosing.<\/li>\r\n<li><strong>Email marketing<\/strong>: &nbsp;The stalwart of marketing that is often overlooked for enhancements. Consider experimenting with email campaigns to capture and nurture leads.<\/li>\r\n<li><strong>Social media advertising<\/strong>: For marketers who have established a strong social media presence for their company, social media advertising is an excellent tactic to incorporate. LinkedIn is the most beneficial for B2B marketers, while Facebook, Pinterest and Instagram serve the needs of many B2C marketers.<\/li>\r\n<li><strong>Search engine optimization (SEO)<\/strong>: Optimizing your website for search engines remains important. How many times do you Google per day? Localized listings, map listings, website enhancements all play a role. 56 percent of local businesses haven&rsquo;t claimed their Google My Business listing, according to Local Search Institute.&nbsp; Don&rsquo;t be those one of those people in 2018.&nbsp;<\/li>\r\n<\/ul>\r\n<p>2.&nbsp;&nbsp;&nbsp;&nbsp; <strong>PR &amp; Social Media<\/strong>: Public relations and social media marketing are standard for most B2B and B2C businesses. To take your editorial calendar to the next level, put down the press release and consider adding a new method to the mix.<\/p>\r\n<p>3.&nbsp;&nbsp;&nbsp; <strong>Content Marketing<\/strong> is a tactic that has grown in popularity in the past few years; this avenue allows companies to produce in-depth industry content that draws in a new, more targeted audience.<\/p>\r\n<p style=\"padding-left: 30px;\">Content marketing is especially useful in the B2B space because industry content may not be as readily available to interested consumers. This content not only serves as quality editorial copy on-site, but it also has the potential to be leveraged for lead nurturing and demand generation purposes.<\/p>\r\n<p><strong>4. Traditional Marketing Channels:&nbsp;&nbsp;<\/strong>Traditional marketing methods have been a staple in the industry for decades and most are still in use. Direct mail, event marketing, television spots and print advertising are just a few tactics that are still a core focus for many marketers. But be wary of opting for traditional methods unless you can prove that the tactics will result in strong leads. &nbsp;<\/p>\r\n<h2>Step 4: Prioritize Your Needs<\/h2>\r\n<p>This is the hard part. Marketing on every platform is the ideal circumstance, but for small to medium sized business (SMBs), this may not be realistic.<\/p>\r\n<p>To prioritize your marketing needs, choose the tactic that is the most effective at driving leads and revenue in Step 2 and start there for budgeting purposes. Drop in the mandatory items and then layer in other tactics based on efficacy.<\/p>\r\n<p>Ultimately, there&rsquo;s no magic formula. Your marketing budget should be a mix of different methods, based on the resources you&rsquo;re working with and the audience you&rsquo;re trying to reach.<\/p>\r\n<p>As you choose media, document your tactical goals; be specific in terms of targeted results. &nbsp;Here&rsquo;s an example:<\/p>\r\n<ul>\r\n<li>Channel:&nbsp; &nbsp;Digital marketing<\/li>\r\n<li>Platform:&nbsp; &nbsp;Facebook<\/li>\r\n<li>Tactic:&nbsp; Lead Ads<\/li>\r\n<li>Ad Spend:&nbsp; $2,000\/month<\/li>\r\n<li>Goal:&nbsp; &nbsp; 500 clicks, 50 lead forms (conversions)<\/li>\r\n<\/ul>\r\n<p>Many B2B and B2C marketers find that working with their agency partners is helpful in determining the best marketing mix and creating a plan to manage. &nbsp;At Blue Sky Marketing, we take a proactive position in assessing the marketing mix for clients and offering planning input. Ask your agency for the same commitment to your success.<\/p>\r\n<h2>Step 5: Review With Your Team Or Leadership<\/h2>\r\n<p>This guide should serve as a starting point for your 2018 marketing planning and help you bring increased exposure for your business in the new year.<\/p>\r\n<p>Marketing plans should not operate in a marketing silo. The most effective plans are shared, discussed, and revised. Lucid explanations of goals, strategies and tactics for each component will make implementation so much easier.<\/p>\r\n<p>When you get to this time next year and are kicking off 2019 planning, it will be great to have your benchmarks to review. Now, get started.&nbsp;&nbsp;<\/p>","date_modified":"2017-12-01 11:50:38","createdby":"12","modifiedby":"39","newsdate":"2017-10-16 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Michelle LeBlanc","thumbnail":"\/uploads\/images\/blog\/BudgetSeason400x200.jpg","headingphoto":null,"meta_title":"2018 Marketing Planning Process","meta_desc":"Where to start your 2018 marketing plan? Here are some simple insights and thoughts to consider. ","is_hidden":"0","target":"","newslink":"\/blog\/1131\/budget-season-is-upon-us-how-to-start-2018-planning","thumbnail_display":"\/uploads\/images\/blog\/BudgetSeason400x200.jpg","taginfo":{"info":[{"newsid":"1131","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1131","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1131","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1131","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1131","catid":"24","category":"Digital Marketing","slug":""}],"categories":["3","4","9","24"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>"},"src":"\/uploads\/images\/blog\/BudgetSeason400x200.jpg"},{"id":"1130","title":"Google AdWords 2017 Roundup ","dateadded":"2017-08-30 09:04:13","article":"<p>As we move into the second half of Q3 and the ever busy Q4, we look back at 2017 to see the many updates Google AdWords brought us.&nbsp; Over this year Gmail ads were introduced, mobile continued to see an incredible increase, ad extensions expanded, and remarketing for search appeared.&nbsp;&nbsp;<\/p>\r\n<h2><strong>Gmail Ads<\/strong><\/h2>\r\n<p style=\"text-align: justify;\">With nearly 1 billion users, Gmail is one of the top places to reach <img style=\"border-width: 10px; margin: 10px;\" src=\"\/uploads\/images\/Gmail_Icon.png\" width=\"200\" height=\"200\" align=\"right\" \/>potential target markets.&nbsp; When Google introduced Gmail Ads as a beta program to Blue Sky Marketing, we began testing this opportunity for specific clients.&nbsp; The platform allows targeting of the Gmail platform specifically via keywords.&nbsp; The results were staggering.&nbsp; As a beta program participant due to Google Partnership status of the agency, our clients saw a strong increase in traffic at a rather low CPC.&nbsp; The program performed well enough to expand to all PPC clients for the agency.&nbsp; While Google recently announced a reduction in reach of Gmail ads due to privacy concerns, this still remains a viable option for reaching an audience that is paying attention when in their email inbox.&nbsp;<\/p>\r\n<h2><strong>Mobile<\/strong><\/h2>\r\n<p>In 2016, mobile spending on ads surpassed desktop for the first time.&nbsp;<a href=\"http:\/\/searchengineland.com\/iab-sem-48-percent-total-digital-spend-2016-273953\" target=\"_blank\" rel=\"noopener\"><img style=\"border-width: 10px; margin: 10px; float: left;\" src=\"\/uploads\/images\/free-cell-phone-clipart-1.png\" width=\"140\" height=\"254\" align=\"left\" \/><\/a> According to <a href=\"http:\/\/searchengineland.com\/iab-sem-48-percent-total-digital-spend-2016-273953\" target=\"_blank\" rel=\"noopener\">Searchengineland<\/a> mobile was responsible for growth in search, display, video, and more.&nbsp; With mobile accounting for 48% of spend compared to desktop, Google is rolling out even new mobile specific metrics.&nbsp; There has been much attention on the mobile friendly levels of website pages to the point AdWords is now offering mobile scores on landing pages.&nbsp; This is in the new AdWords platform and tells you just how important a mobile.<\/p>\r\n<p style=\"text-align: justify;\">In home search trends in 2017, 45% of searches came from a mobile device and 48% came from desktop.&nbsp; There has been a growth of 12% in search for new homes queries.<\/p>\r\n<h2>&nbsp;<\/h2>\r\n<h2><strong>Ad Extensions<\/strong><\/h2>\r\n<p>Ad extensions are bonus extras which will give additional real estate to PPC ads on search results pages.&nbsp; There are numerous extensions to choose from.&nbsp; Sitelink extensions and call extensions have been top performers for clients.&nbsp; Utilize these to give those searching for your key terms the ability to have a choice as to which portion of your site resonates most with their search.&nbsp; The newest with Sitelink Extensions is the switch from 6 extensions to eight per ad.<\/p>\r\n<h2><strong>Remarketing for Search Ads<\/strong><\/h2>\r\n<p>We&rsquo;re certain you have heard of remarketing ads, AdWords also offers remarketing for search ads.&nbsp; This is a spin on the traditional format by utilizing specific audience.&nbsp; A great tip is to segment your audiences via Google Analytics.&nbsp; Choose visitors who landed on a certain page or spent a certain amount of time on the website as a whole, or specifically were acquired via the paid search channel.&nbsp; This way you can retarget those same people as they search on Google once again.&nbsp; The audience section allows for bid adjustments, focus on this as results begin to come in.<\/p>\r\n<p>More is on the horizon as Google places their attention on the Q4 influx of searches.&nbsp; Shopping ads, machine learning, and continued enhancements of dynamic search are expected to finish out the year.&nbsp;<\/p>\r\n<p>Not sure your AdWords campaigns are performing at peak performance, <a href=\"\/contact\">contact Blue Sky Marketing<\/a>.<\/p>","date_modified":"2017-09-11 00:34:20","createdby":"27","modifiedby":"39","newsdate":"2017-08-30 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Screen_Shot_2017-08-30_at_12_07_48_PM.png","headingphoto":null,"meta_title":"Google AdWords 2017 Roundup ","meta_desc":"The most important Google AdWords updates and trends in 2017 from Blue Sky Marketing.","is_hidden":"0","target":"","newslink":"\/blog\/1130\/google-adwords-2017-roundup-","thumbnail_display":"\/uploads\/images\/blog\/Screen_Shot_2017-08-30_at_12_07_48_PM.png","taginfo":{"info":[{"newsid":"1130","tagid":"206","tag":"google adwords 2017","slug":"google-adwords-2017"},{"newsid":"1130","tagid":"207","tag":"adwords 2017","slug":"adwords-2017"},{"newsid":"1130","tagid":"208","tag":"google ads 2017","slug":"google-ads-2017"}],"tags":["206","207","208"],"taglinks":"<a href=\"\/blog\/tag\/google-adwords-2017\">google adwords 2017<\/a>, <a href=\"\/blog\/tag\/adwords-2017\">adwords 2017<\/a>, <a href=\"\/blog\/tag\/google-ads-2017\">google ads 2017<\/a>"},"categoryinfo":{"info":[{"newsid":"1130","catid":"21","category":"AdWords","slug":""},{"newsid":"1130","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1130","catid":"27","category":"Google","slug":""}],"categories":["21","24","27"],"categorylinks":"<a href=\"\/blog\/category\/\">AdWords<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">Google<\/a>"},"src":"\/uploads\/images\/blog\/Screen_Shot_2017-08-30_at_12_07_48_PM.png"},{"id":"1129","title":"Blue Sky Marketing Ranks No. 967 on 2017 Inc. 5000","dateadded":"2017-08-24 09:19:04","article":"<p><a title=\"No. 967 on the Inc. 5000\" href=\"https:\/\/www.inc.com\/profile\/blue-sky-marketing\" target=\"_blank\" rel=\"noopener\"><em><img style=\"float: left; border-width: 0px; margin: 0px;\" src=\"\/uploads\/images\/Seal_Rank_copy.jpg\" width=\"250\" height=\"250\" \/><\/em><\/a><br \/><strong><em>The Houston-based marketing agency recorded a three-year sales growth of 488%.<\/em>&nbsp;<\/strong><\/p>\r\n<p>Inc. Magazine ranked Blue Sky Marketing No. 967 on its 36th annual Inc. 5000,&nbsp;the most prestigious ranking of the nation's fastest-growing private companies.<\/p>\r\n<p>The list represents a unique look at the most successful companies within the American economy's most dynamic segment &mdash; its independent small and mid-sized businesses. Companies such as <strong>Microsoft, Dell, Domino's Pizza, Pandora, Timberland, LinkedIn, Yelp, Zillow<\/strong> and many other well-known names gained their first national exposure as honorees of the Inc. 5000.<\/p>\r\n<p>&ldquo;This announcement comes at an exciting time for Blue Sky Marketing and our clients,&rdquo; said Michelle LeBlanc, Founder and Chief Marketing Strategist at Blue Sky Marketing. &ldquo;Our company has seen tremendous growth in the past three years. I want to thank our team of fantastic professionals and our wonderful clients. Many more blue skies are waiting ahead, and we&rsquo;ll keep on going onward and upward to reach them.&rdquo;<\/p>\r\n<p>The 2017 Inc. 5000 rankings were unveiled online at <a href=\"https:\/\/www.inc.com\/\" target=\"_blank\" rel=\"noopener\">Inc.com<\/a>. To qualify for the Inc. 5000, companies must have been founded and generating revenue by March 31, 2013, with at least $100,000 in revenue for 2013 and $2 million for 2016. They must be independent, privately held, for-profit companies based in the U.S. Complete results of the Inc. 5000 &mdash; including company profiles and an interactive database that can be sorted by industry, region, and other criteria &mdash; can be found at <a href=\"http:\/\/www.inc.com\/inc5000\" target=\"_blank\" rel=\"noopener\">www.inc.com\/inc5000<\/a>.&nbsp;<\/p>\r\n<p>Blue Sky Marketing is a full-service marketing agency providing marketing and business development strategy, online marketing planning and marketing communications execution. The profile for Blue Sky Marketing is available at <a href=\"https:\/\/www.inc.com\/profile\/blue-sky-marketing\" target=\"_blank\" rel=\"noopener\">https:\/\/www.inc.com\/profile\/blue-sky-marketing<\/a>.<\/p>\r\n<p><a title=\"No. 967 on the Inc. 5000\" href=\"https:\/\/www.inc.com\/profile\/blue-sky-marketing\" target=\"_blank\" rel=\"noopener\"><img src=\"\/uploads\/images\/Inc5000_logos.jpg\" alt=\"\" width=\"800\" height=\"310\" \/><\/a><\/p>\r\n<h3><strong>About Blue Sky Marketing<\/strong><\/h3>\r\n<p>Founded in 2010, Blue Sky Marketing provides strategic marketing consulting with a focus on proactive communication and relationship-building. We guide companies through the world of marketing strategy to craft marketing plans and choose tools that work for their business today and tomorrow. With a staff of 13 employees, the company provides marketing and business strategy development, as well as implementation support. Blue Sky Marketing has won <strong>11 marketing and advertising awards<\/strong> from the AMA and AFA, has earned&nbsp;<strong>Google Premier status<\/strong>, has been recognized with <strong>HUB status<\/strong>, and has ranked <strong>#967<\/strong> and <strong>No. 15<\/strong> in the Houston Area on the 2017 Inc. 5000.&nbsp;<\/p>\r\n<h3><strong>More about the Inc. 5000<\/strong><\/h3>\r\n<p>The 2017 Inc. 5000 is ranked according to percentage revenue growth when comparing 2013 to 2016. To qualify, companies must have been founded and generating revenue by March 31, 2013. They had to be U.S.-based, privately held, for profit, and independent&mdash;not subsidiaries or divisions of other companies&mdash;as of December 31, 2016. (Since then, a number of companies on the list have gone public or been acquired.) The minimum revenue required for 2013 is $100,000; the minimum for 2016 is $2 million. As always, Inc. reserves the right to decline applicants for subjective reasons. Companies on the Inc. 500 are featured in Inc.'s September issue. They represent the top tier of the Inc. 5000, which can be found at&nbsp;<a href=\"http:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=http%3A%2F%2Fwww.inc.com%2Finc5000&amp;esheet=51669865&amp;newsitemid=20170816005133&amp;lan=en-US&amp;anchor=http%3A%2F%2Fwww.inc.com%2Finc5000&amp;index=6&amp;md5=899b7393cbaffb9dc1e5c4fd584c9f4a\">http:\/\/www.inc.com\/inc5000<\/a>.<\/p>\r\n<h3>Need a new marketing partner?<\/h3>\r\n<p class=\"button\"><a href=\"mailto:michelle@blueskymkt.com?subject=Let's Talk Strategy\">Let's Talk Strategy<\/a><\/p>","date_modified":"2017-08-24 14:11:14","createdby":"39","modifiedby":"12","newsdate":"2017-08-24 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/BSM_5000_OPT.jpg","headingphoto":null,"meta_title":"Blue Sky Marketing Ranks No. 967 on 2017 Inc. 5000","meta_desc":"Inc. Magazine ranked Blue Sky Marketing No. 967 of its 36th annual Inc. 5000, the most prestigious ranking of the nation's fastest-growing private companies.","is_hidden":"0","target":"","newslink":"\/blog\/1129\/blue-sky-marketing-ranks-no-967-on-2017-inc-5000","thumbnail_display":"\/uploads\/images\/blog\/BSM_5000_OPT.jpg","taginfo":{"info":[{"newsid":"1129","tagid":"202","tag":"Inc. 5000","slug":"inc.-5000"},{"newsid":"1129","tagid":"203","tag":"Google Premier status","slug":"google-premier-status"},{"newsid":"1129","tagid":"204","tag":"Hub Status","slug":"hub-status"},{"newsid":"1129","tagid":"205","tag":"Top Advertising and Marketing Companies","slug":"top-advertising-and-marketing-companies"}],"tags":["202","203","204","205"],"taglinks":"<a href=\"\/blog\/tag\/inc.-5000\">Inc. 5000<\/a>, <a href=\"\/blog\/tag\/google-premier-status\">Google Premier status<\/a>, <a href=\"\/blog\/tag\/hub-status\">Hub Status<\/a>, <a href=\"\/blog\/tag\/top-advertising-and-marketing-companies\">Top Advertising and Marketing Companies<\/a>"},"categoryinfo":{"info":[{"newsid":"1129","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/uploads\/images\/blog\/BSM_5000_OPT.jpg"},{"id":"1127","title":"An Email Marketing Case Study","dateadded":"2017-08-18 15:57:21","article":"<p>In this new-age digital world, email seems relatively ancient compared to its newer messaging counterparts like Snapchat, Instagram, and Facebook (was <em>You&rsquo;ve Got Mail <\/em>really made in 1995?). But, an old dog can learn new tricks.&nbsp;<\/p>\r\n<p>Email continues to be a main source of conversions <a href=\"http:\/\/content.adestra.com\/hubfs\/2017_Reports_and_eGuides\/2017%20Consumer_digital_usage_and_behavior_study.pdf\" target=\"_blank\" rel=\"noopener\">and 72.5% of millennials chose email as their preferred communication from a business<\/a><u>.<\/u> When a client has a limited budget, Blue Sky Marketing often suggests a focus on email marketing to get the most bang for their buck.<\/p>\r\n<p>Blue Sky Marketing is highly focused on testing and ROI; we continuously strive to experiment and then optimize. Below, we discuss two principal components of email marketing strategy: subject lines and A\/B testing. We then demonstrate how they were used in a current case study for our client <a href=\"https:\/\/www.vitalpet.com\/\" target=\"_blank\" rel=\"noopener\">VitalPet.<\/a>&nbsp;<\/p>\r\n<h2><strong>Best Practices for Subject Lines<\/strong><\/h2>\r\n<p><a href=\"https:\/\/www.invespcro.com\/blog\/email-subject-lines-statistics-and-trends\/\" target=\"_blank\" rel=\"noopener\">Forty-seven percent of people open emails based on subject line alone.<\/a> Here are a few tips to increase your open rates:<\/p>\r\n<ul>\r\n<li>Make your subject line relevant<\/li>\r\n<li>Include actionable language<\/li>\r\n<li>Use 50 characters or less<\/li>\r\n<li>Include a deadline or sense of urgency<\/li>\r\n<\/ul>\r\n<p>Tip: &nbsp;Here is a <a href=\"http:\/\/www.subjectline.com\/\" target=\"_blank\" rel=\"noopener\">handy tool<\/a> for testing subject lines based on relevance and best practices.<\/p>\r\n<h2><strong>Best Practices for A\/B Testing<\/strong><\/h2>\r\n<p>A\/B testing in email is when two emails, version A and version B, are sent to a mailing list to see if one has more positive results than the other. Here are some essential points to consider when designing a test:<\/p>\r\n<ul>\r\n<li>Define a goal<\/li>\r\n<li>Identify important metrics<\/li>\r\n<li>Test one variable at a time<\/li>\r\n<li>Send both tests at the same time<\/li>\r\n<li>Don&rsquo;t assume<\/li>\r\n<\/ul>\r\n<p>&nbsp;Having a goal is important. What are you trying to learn from your test? What metrics best measure if your goal was successful? It is also important to only test one variable at a time. Testing multiple items can skew results, so along with other variants, make sure Version A and Version B are sent at the same time. Last, don&rsquo;t assume that your results are conclusive. Finding statistical significance takes more than one email campaign.<\/p>\r\n<h2><strong>VitalPet Case Study:<\/strong><\/h2>\r\n<p>VitalPet is a veterinary franchise that is quickly growing across the United States.<\/p>\r\n<p>As we continue to grow their brand, it is also important that we cater to each location&rsquo;s distinct personality and customer profile. Testing subject lines and content across locations is one way to develop a comprehensive email marketing strategy that generates results.<\/p>\r\n<p>&nbsp;In this case, VitalPet wanted to run a promotion for 15% off flea and tick preventative for all of their locations. Our goal was to have two email promotions for each location, one at the beginning of the summer and one toward the end. To start, we split 12 locations into two subject line groups.<\/p>\r\n<ol>\r\n<li>Ticked off? Don&rsquo;t be. Save Today<\/li>\r\n<li>Ticks bite! Save on Preventative Today<\/li>\r\n<\/ol>\r\n<p>&nbsp;In both subject lines, we used the word &ldquo;Today.&rdquo; There is a <a href=\"http:\/\/www.adestra.com\/resources\/downloadable-reports\/2012-b2b-subject-line-analysis-report\/\" target=\"_blank\" rel=\"noopener\">22% higher open rate with subject lines that create a sense of urgency<\/a>. &nbsp;However, be careful with your keywords because using a word like &ldquo;Free&rdquo; or inserting &ldquo;%&rdquo; can trigger spam filters.<\/p>\r\n<p>We wanted to create curiosity while having a clear indication of email content. Emails that have relevant subject lines perform better. This test was true to form; the second subject line more clearly states the intention of the email by including the word preventative and we saw higher open rates with this messaging.<\/p>\r\n<h2><strong>A\/B Testing<\/strong><\/h2>\r\n<p>All 12 locations used the same A\/B test. What that means is that 50% of each email list received an image of a cat and the other half received an image of a dog. The other variables like call to action and text were constant.&nbsp;<\/p>\r\n<p>The goal was to see which locations had higher click rates on the cat image and which had higher click rates on the dog image. We wanted to learn preferences for future campaigns.<\/p>\r\n<p><img src=\"\/uploads\/images\/blog\/vp-blog-dog.jpg\" alt=\"float: left\" width=\"300\" height=\"592\" \/><img style=\"float: right;\" src=\"\/uploads\/images\/blog\/vp-blog-cat1.jpg\" width=\"330\" height=\"593\" \/><\/p>\r\n<h2><strong>What we did with our results<\/strong><\/h2>\r\n<p>For our follow-up promotional email, we used our results from the first campaign to make informed decisions.<\/p>\r\n<ol>\r\n<ol>\r\n<li>&ldquo;A few weeks left to save on preventative&rdquo;- We used a new subject line that made our intentions clear. It also included a deadline to create a sense of urgency.<\/li>\r\n<li>We sent each location the image that performed best for their individual email list. The idea being, if the image of the cat won in the A\/B test for Location A, we should test sending just the cat to that location in the follow-up. By continuing our testing, we are able to gain more information about our customers.<\/li>\r\n<\/ol>\r\n<\/ol>\r\n<p>Subject line and A\/B testing take time but are an investment in creating a strong strategy that provides a higher ROI. One test, or even a few tests, is not an end-all be all. We don&rsquo;t assume that we should always send our North Texas location a cat image because it gave us higher click rates in these two campaigns, but we&rsquo;ve made note of the apparent preference and will see if it remains constant going forward.<\/p>\r\n<p>We look forward to evaluating our results with an eye for statistical significance across past and future campaigns. In the meantime, we will gather information like a sponge and cross-examine the insights with other sources like VitalPet&rsquo;s sales and customer database.<\/p>\r\n<p>&nbsp;Our advice? Be aware. Test the waters. Track your results. <strong>Rinse &amp; Repeat<\/strong>.<\/p>\r\n<p>&nbsp;What else did we do in this campaign?<\/p>\r\n<ol>\r\n<li>Optimized send time by using MailChimp&rsquo;s algorithm<\/li>\r\n<li>Created a mobile version of our email<\/li>\r\n<li>Included convincing copy about flea reproduction to inspire urgency<\/li>\r\n<li>Used Google Analytics to review behavior on VitalPet&rsquo;s website from the campaign<\/li>\r\n<\/ol>\r\n<h2><strong>Talk to us about your email marketing strategy<\/strong><\/h2>\r\n<p>Blue Sky Marketing are experts in helping clients create effective email marketing campaigns with a focus on ROI.&nbsp;<\/p>\r\n<p><a href=\"\/contact\">Contact Blue Sky Marketing today<\/a> to discuss how we can help your business.<\/p>","date_modified":"2017-11-29 09:20:48","createdby":"39","modifiedby":"35","newsdate":"2017-08-18 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Email-marketing.jpg","headingphoto":null,"meta_title":"","meta_desc":"Blue Sky Marketing uses subject line and A\/B testing to create effective email marketing campaigns. ","is_hidden":"0","target":"","newslink":"\/blog\/1127\/an-email-marketing-case-study","thumbnail_display":"\/uploads\/images\/blog\/Email-marketing.jpg","taginfo":{"info":[{"newsid":"1127","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1127","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1127","catid":"6","category":"Email Marketing","slug":"email-marketing"},{"newsid":"1127","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1127","catid":"24","category":"Digital Marketing","slug":""}],"categories":["3","6","12","24"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/email-marketing\">Email Marketing<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>"},"src":"\/uploads\/images\/blog\/Email-marketing.jpg"},{"id":"1126","title":"Effective Marketing Writing Tips","dateadded":"2017-08-18 09:35:16","article":"<p>Marketing professionals face many responsibilities when they write to today&rsquo;s consumers. They not only have to write clear and engaging content but it also needs to be targeted toward their specific audience. In this blog, we will give you a few tips on how to effectively write your content to today&rsquo;s consumer.<\/p>\r\n<h3>Today&rsquo;s Typical Marketing Consumer<\/h3>\r\n<p>In today&rsquo;s world, consumers<\/p>\r\n<ul>\r\n<li>Will invest about<strong> one second<\/strong> of their time to decide if they will stay or move on<\/li>\r\n<li>Are more likely to read detailed information in list form than in paragraph form<\/li>\r\n<li>Prefer to read lean sentences and paragraphs<\/li>\r\n<li>Will stop reading the instant anything becomes irrelevant or hard<\/li>\r\n<li>Are more likely to read on their phone than a laptop or desktop<\/li>\r\n<\/ul>\r\n<p><img style=\"border-width: 20px; display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/iphone-in-hand.jpg\" width=\"400\" height=\"267\" \/><\/p>\r\n<h3>Know Your Audience<\/h3>\r\n<p>The core of any&nbsp;good marketing campaign&nbsp;is to identify the specific characteristics of your ideal customers. This includes geographic, demographic, and psychographic variables.&nbsp;The more you know about your audience, the more powerful your marketing efforts will become.<\/p>\r\n<p>Below are four different types of marketing segmentation research to help find who your ideal customer is.<\/p>\r\n<ul>\r\n<li>Behavioral Segmentation\r\n<ul>\r\n<li>Divides consumers into groups according to their knowledge and attitudes that lead to behaviors regarding the product.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<li>Benefit Segmentation\r\n<ul>\r\n<li>Divides people according to different types and scales of benefits that they value.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<li>Demographic Segmentation\r\n<ul>\r\n<li>Divides people according to variables such as age, gender, occupation, and education level achieved.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<li>Lifestyle Segmentation\r\n<ul>\r\n<li>Divides people into different groups based on how they identify themselves relative to specialty or luxury products and purchase decisions.<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<p>After you have gathered your results, you are now able to gather your thoughts and ideas that will lead your ideal customer to complete actions beneficial to your marketing objective.<\/p>\r\n<h3>Engage Your Readers<\/h3>\r\n<p>To create great content, you have to engage with your reader.&nbsp;I'll admit, this isn't easy.&nbsp;There are a few things we can do to improve our chances of reaching off the page and&nbsp;connecting with your customer. Focus on&nbsp;having<\/p>\r\n<ul>\r\n<li>Engaging first words<\/li>\r\n<li>Concise, short words and sentences<\/li>\r\n<li>An engaging call to action<\/li>\r\n<li>Effective word choices<\/li>\r\n<li>An attractive graphic or layout<\/li>\r\n<\/ul>\r\n<p><img style=\"border-width: 5px; display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/couple-using-smart-phone.jpg\" width=\"400\" height=\"267\" \/><\/p>\r\n<h3>Provide Value<\/h3>\r\n<p>Potential customers, especially millennials, are increasingly sales-averse. Early on, they want answers to these questions.<\/p>\r\n<ul>\r\n<li>Are you talking to me? (analytically targeted, personalized marketing)<\/li>\r\n<li>Can I trust you to give\/feed me something (experience) I&rsquo;ll value?<\/li>\r\n<li>Will I feel smarter, better, stronger, healthier after connecting with you?<\/li>\r\n<\/ul>\r\n<p>Increasingly, they want to be offered something that they value before they&rsquo;ll consider taking the initial steps that lead to a sale.&nbsp;<\/p>\r\n<h3>Include a Call to Action<\/h3>\r\n<p>You should never assume your potential customers know what to do next. It&rsquo;s crucial that you always give them a direct command and then explain what occurs after they take that action. To make your CTAs effective, follow these tips:<\/p>\r\n<ul>\r\n<li>Remember to give the reader value before expecting them to react<\/li>\r\n<li>Build prior appetite before introducing the CTA<\/li>\r\n<li>Make sure the CTAs are clear and simple<\/li>\r\n<li>Place the CTA where readers can be easily seen and use it<\/li>\r\n<li>Have multiple CTAs<\/li>\r\n<li>Pick the words on your &ldquo;submit&rdquo; button carefully<\/li>\r\n<\/ul>\r\n<h3>Partner with Blue Sky Marketing for your Marketing Needs<\/h3>\r\n<p>As a team largely comprised of millennials, Blue Sky Marketing is primed to help you engage this powerful demographic and aim your marketing efforts at engaging people in conversations rather than marketing at them.<\/p>\r\n<p>Contact <a href=\"\/contact\">Blue Sky Marketing<\/a>&nbsp;today to discuss what we can do for your business.<\/p>\r\n<p>&nbsp;<\/p>","date_modified":"2017-08-18 10:53:58","createdby":"28","modifiedby":"28","newsdate":"2017-08-18 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Danielle Licarione","thumbnail":"\/uploads\/images\/blog\/man-person-hands-coffee2.jpg","headingphoto":null,"meta_title":"Effective Marketing Writing Tips | Blue Sky Marketing","meta_desc":"Marketing professionals face many responsibilities when they write. In this blog, we will give you a few tips on how to effectively write clear and engaging content to today\u00e2\u20ac\u2122s consumer.","is_hidden":"0","target":"","newslink":"\/blog\/1126\/effective-marketing-writing-tips","thumbnail_display":"\/uploads\/images\/blog\/man-person-hands-coffee2.jpg","taginfo":{"info":[{"newsid":"1126","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1126","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1126","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"},{"newsid":"1126","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1126","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1126","catid":"24","category":"Digital Marketing","slug":""}],"categories":["3","5","9","12","24"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>"},"src":"\/uploads\/images\/blog\/man-person-hands-coffee2.jpg"},{"id":"1125","title":"Multicultural Marketing Strategies That Reach Every Consumer","dateadded":"2017-08-17 06:44:25","article":"<p>Multicultural minorities in the US are quickly becoming the largest consumer segment in the nation. With more than <a href=\"http:\/\/pandoraforbrands.com\/insight\/the-advertisers-guide-to-multicultural-audiences\/\">$3.4 trillion in purchasing power<\/a>, these younger, more tech savvy buyers are projected to become the <a href=\"https:\/\/www.census.gov\/content\/dam\/Census\/library\/publications\/2015\/demo\/p25-1143.pdf\">population majority by 2044<\/a>.<\/p>\r\n<p>Reaching the multicultural buyer is essential, and growing diversity demands a more comprehensive approach than traditional demographic targeting. If you&rsquo;re not currently developing a multicultural marketing strategy, then now is the time to start.<\/p>\r\n<h2><strong>Who is the Multicultural Buyer?<\/strong><\/h2>\r\n<p>The US Census Bureau defines the Multicultural Buyer as someone who identifies as Black, Hispanic, Asian, American Indian, or as two or more races. However, the term has evolved to include any audience outside of the <a href=\"https:\/\/www.statista.com\/statistics\/270272\/percentage-of-us-population-by-ethnicities\/\">country&rsquo;s majority culture<\/a> (for example, the Jewish community). They are typically younger, with <a href=\"http:\/\/pandoraforbrands.com\/insight\/the-advertisers-guide-to-multicultural-audiences\/\">53% of Generation Z and 40% of Millennials<\/a> identifying as multicultural.<\/p>\r\n<p><a href=\"https:\/\/unsplash.com\/search\/photos\/people?photo=pzMP-RGJ7mY\" target=\"_blank\" rel=\"noopener\"><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/People-on-Busy-Street-Blurred.jpg\" width=\"600\" height=\"300\" \/><\/a><\/p>\r\n<p>As early adopters of the latest technologies, multicultural buyers are trendsetters who prefer brands that reflect their values and empower their aspirations. While maintaining their own heritage, these consumers also enjoy exploring the cultures of others and typically prefer a multicultural experience when it comes to food, shopping, and entertainment.<\/p>\r\n<h2><strong>How to Create a Multicultural Marketing Strategy?<\/strong><\/h2>\r\n<p>The first step to creating a multicultural marketing strategy is to realize that there is no one-size fits all approach. Research has uncovered different preferences for Hispanic, Black American, and Asian American buyers within these sub-groups. But there is some common ground: multicultural buyers desire connectedness with their heritage. A <a href=\"http:\/\/pandoraforbrands.com\/insight\/the-advertisers-guide-to-multicultural-audiences\/\">recent Pandora survey<\/a> reveals that for Hispanics, the primary connector is music. For Black Americans, that connector is family. And for Asian Americans, food.<\/p>\r\n<p>With these insights in mind, it&rsquo;s time to ask yourself a few basic questions:<\/p>\r\n<ul>\r\n<li>\r\n<p><strong>How does my marketing message address multicultural consumers&rsquo; values and interests?<\/strong><\/p>\r\n<\/li>\r\n<li>\r\n<p><strong>How does my brand create an authentic experience for buyers wanting to connect with their cultures?<\/strong><\/p>\r\n<\/li>\r\n<li>\r\n<p><strong>Does my marketing take into account how my buyers see themselves?<\/strong><\/p>\r\n<\/li>\r\n<\/ul>\r\n<p>If you answered No to the questions above, it&rsquo;s time to retool your targeting and messaging.<\/p>\r\n<p>Keep in mind that these savvy young buyers don&rsquo;t like to be sold to. They prefer an experience that is both genuine and relevant. Understanding what matters to different buyer segments is the first step in building a multicultural marketing strategy that works.<\/p>\r\n<h2><strong>How to Reach the Multicultural Buyer?<\/strong><\/h2>\r\n<p>Technology is the key. Multicultural buyers are <a href=\"http:\/\/www.nielsencommunity.com\/report_files\/the-multicultural-edge-rising-super-consumers-march-2015.pdf\">more internet-connected than their non-multicultural counterparts<\/a>. They use social media more, they rely on their smartphones more, and they are generally more active on mobile apps. Culture-driven and younger than the general population, these consumers expect the digital experience to reflect who they are by connecting with others in a sincere way.<\/p>\r\n<p>And that goes for brands too. According to AdWeek, <a href=\"http:\/\/www.adweek.com\/brand-marketing\/infographic-multicultural-millennials-take-brand-loyalty-seriously-174416\/\">95% of multicultural millennials are loyal to the brands they like<\/a>. And 78% of those surveyed feel they have the power to influence brands online. When the multicultural buyer finds a brand that speaks and listens to them, they aren&rsquo;t afraid to become brand advocates on social media, spreading the word to their friends and family.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Multicultural-Marketing-In-Blog-web.jpg\" width=\"600\" height=\"300\" \/><\/p>\r\n<p>Bottom line: digital platforms are a very important component of any multicultural marketing strategy.<\/p>\r\n<p>So important that companies like Facebook and Google employ their own multicultural marketers to ensure their brands are inclusive to the general population. Christian Martinez, Head of Multicultural Sales at Facebook, believes that &ldquo;<a href=\"https:\/\/www.facebook.com\/business\/news\/driving-relevance-and-inclusion-with-multicultural-marketing\">advertising should empower you to learn about things that are relevant to you, that speak to you, that reflect you and your community<\/a>.&rdquo;<\/p>\r\n<p>Not every company should rush out and build their own multicultural marketing department, but they do need to become more sensitive to diversity if they aren&rsquo;t already. And especially online.<\/p>\r\n<h3><strong>Let Blue Sky Help You Reach Your Multicultural Consumers<\/strong><\/h3>\r\n<p>The team at Blue Sky Marketing has the digital marketing expertise to help you build a successful multicultural marketing strategy.<\/p>\r\n<p><a href=\"\/contact\">Contact Blue Sky Marketing<\/a>&nbsp;today to discuss how we can help you reach every consumer.<\/p>","date_modified":"2017-08-18 14:30:32","createdby":"36","modifiedby":"36","newsdate":"2017-08-18 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/Multicultural-Marketing-In-Blog.jpg","headingphoto":null,"meta_title":"Multicultural Marketing Strategies That Reach Every Consumer | Blue Sky Marketing","meta_desc":"Reaching the multicultural buyer is essential, and growing diversity demands a more comprehensive approach than traditional demographic targeting. If you\u00e2\u20ac\u2122re not currently developing a multicultural marketing strategy, then now is the time to start.","is_hidden":"0","target":"","newslink":"\/blog\/1125\/multicultural-marketing-strategies-that-reach-every-consumer","thumbnail_display":"\/uploads\/images\/Multicultural-Marketing-In-Blog.jpg","taginfo":{"info":[{"newsid":"1125","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1125","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1125","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1125","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1125","catid":"11","category":"Multicultural","slug":"multicultural"}],"categories":["3","4","9","11"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/multicultural\">Multicultural<\/a>"},"src":"\/uploads\/images\/Multicultural-Marketing-In-Blog.jpg"},{"id":"1124","title":"Surviving the Google \u00e2\u20ac\u0153Fred\u00e2\u20ac\u009d Update","dateadded":"2017-06-07 04:31:04","article":"<p>Google recently released a tweak to their organic search algorithm to better reward sites that feature high-quality content and punish sites that provide poor content and are&nbsp;manipulative or coercive. Referred to as &ldquo;<strong>Fred<\/strong>,&rdquo; the Google algorithm update saw some sites experience huge drops in organic traffic, while others enjoyed significant traffic spikes.<\/p>\r\n<p>Let&rsquo;s&nbsp;walk through some&nbsp;basics on&nbsp;how to see if any of&nbsp;the recent algorithm updates impacted your site, how to fix falling traffic in the wake of Fred if you were effected, and how best to survive&nbsp;future Google updates.<strong>&nbsp;<\/strong><\/p>\r\n<h2>Check if There Was an Issue&nbsp;<\/h2>\r\n<p>Before you go and make major changes to your site, first you must understand if there is a problem. If you have been employing white hat techniques regularly and consistently, and keeping an above board site, then more than likely you will be fine. But you must also confirm that your site is fine.<\/p>\r\n<p>An easy way to check is to open Google Analytics and view a report of your recent website sessions for major spikes and drops in traffic. If you find some, see if they correlate to <a href=\"https:\/\/www.rankranger.com\/google-algorithm-updates\">known algorithm updates from Google<\/a> so you can pinpoint the problem.<\/p>\r\n<h2>No Problem? Not So Fast &hellip;<\/h2>\r\n<p>If you checked your website stats and found that you haven&rsquo;t been penalized, that still doesn&rsquo;t mean you shouldn&rsquo;t take steps to improve your site. Fred was the most recent step in a long line of quality updates from Google, so it is better to be proactive rather than reactionary.<\/p>\r\n<p>For the Fred update, pages that were thin on content and ad-centric were most often penalized. Get ahead of the curve by removing any potentially harmful ads that provide a bad user experience on your site. Ads that look like download buttons, autoplay video ads that a user cannot locate, obtrusive ads in the middle of content are items that have the potential to be caught the next time around.<\/p>\r\n<h2>Ditch Your &ldquo;Bad&rdquo; Friends<\/h2>\r\n<p>Another major tenet of Fred was cracking down on sites with low-quality backlinks.&nbsp;<\/p>\r\n<p>A common misconception is that you want as many backlinks to your site as possible, no matter where they come from. That thinking has been wrong for a while, but it was made even more so with Fred.<\/p>\r\n<p>Do a backlinks audit of your site to see where your links are coming from. Ideally you want links from high authority domains that want to send legitimate traffic to your site.<\/p>\r\n<p>Links from irrelelevant pages, link networks, and generally poor authority sites can actually do more harm than good. Using&nbsp;<a href=\"https:\/\/www.searchenginejournal.com\/seo-101-fast-google-penalty-recovery-possible-using-google-disavow-tool\/105419\/\">Google&rsquo;s Disavow Tool<\/a>&nbsp;to &ldquo;discredit&rdquo; your association with these sites can actually help to increase your site rankings.<\/p>\r\n<h2>Get Back to Basics and Provide a Better UX<\/h2>\r\n<p>Have you been putting off making a responsive, mobile-friendly website?<strong>&nbsp;<\/strong><\/p>\r\n<p>Well, Fred is yet another example of the importance of the mobile experience. But don&rsquo;t just think about user experience, think about speed.<strong> Ideally, you want each of your pages to load within 3 seconds<\/strong>, but Google industry benchmarks indicate <a href=\"https:\/\/www.searchenginejournal.com\/google-new-industry-benchmarks-mobile-page-speed\/187777\/\">most pages take around 7<\/a>.<\/p>\r\n<p>It may seem important to have bright animated banners and every bell and whistle present on your site, but if your page never loads and causes users to bounce, then it doesn&rsquo;t matter anyways. Take a long, hard look at what functionality is actually needed for your user to drive conversions versus what simply looks nice.<\/p>\r\n<h2>Conclusion<\/h2>\r\n<p>Fred is the latest in a long line of efforts by Google to reward sites that are providing quality content and user experiences on the web.<\/p>\r\n<p>While Fred is just the latest &ldquo;official&rdquo; algorithm change, it is well known that Google tweaks its algorithm daily, meaning the best plan is a proactive one.<\/p>\r\n<p>Blue Sky Marketing are experts in helping clients to create compelling, compliant websites that stay abreast of the latest web designs trends to delivering the best user experience and drive conversions.&nbsp;<\/p>\r\n<p><a href=\"\/contact\">Contact us today<\/a> to discuss what we can do to help your business.<\/p>","date_modified":"2017-10-16 14:29:03","createdby":"20","modifiedby":"39","newsdate":"2017-06-07 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/google-logo-400x400.png","headingphoto":null,"meta_title":"Surviving the Google \u00e2\u20ac\u0153Fred\u00e2\u20ac\u009d Update | Blue Sky Marketing","meta_desc":"Google recently released a tweak to their organic search algorithm to better reward sites that feature high-quality content and punish sites that provide poor content and are\u00c2\u00a0manipulative or coercive.","is_hidden":"0","target":"","newslink":"\/blog\/1124\/surviving-the-google-fred-update","thumbnail_display":"\/uploads\/images\/blog\/google-logo-400x400.png","taginfo":{"info":[{"newsid":"1124","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1124","catid":"15","category":"Technology","slug":"technology"},{"newsid":"1124","catid":"17","category":"Website","slug":"website"},{"newsid":"1124","catid":"29","category":"SEO","slug":""}],"categories":["15","17","29"],"categorylinks":"<a href=\"\/blog\/category\/technology\">Technology<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>, <a href=\"\/blog\/category\/\">SEO<\/a>"},"src":"\/uploads\/images\/blog\/google-logo-400x400.png"},{"id":"1123","title":"Takeaways from BrightonSEO: Voice Search and Local SEO ","dateadded":"2017-05-18 04:56:36","article":"<p style=\"text-align: left;\"><a href=\"http:\/\/www.brightonseo.com\/\" target=\"_blank\">BrightonSEO<\/a>&nbsp;is a biannual event gathering some of the best and brightest minds in SEO and digital marketing to discuss the newest trends and knowledge in the industry.<\/p>\r\n<p>After live streaming the event several times in the past, I was finally able to attend for the first time this past April. Other than being set in a beautiful location and enjoying some much-needed sunshine, there was also time to discuss the trends taking place in SEO.<\/p>\r\n<h2><strong>Voice Search is the Future<\/strong><\/h2>\r\n<p>An overarching theme of the conference was the importance of voice search in the future. In general, devices with voice assistants are becoming more and more popular, enjoying a 140% YOY increase in 2016. Need further proof? The Amazon Echo was the best-selling product for the entire YEAR on Amazon. Plus, think of how many items already include this functionality: phones, tablets, cars, etc. It is estimated that by 2020 some 50% of all searches will be voice searches.<\/p>\r\n<p>Voice search will fundamentally alter how users search, with users often doing question based queries rather than keyword based queries. For SEO, this means we need to start looking beyond 10 blue links on page one. The real target is to get into the knowledge graph. Look at the example below from a mobile phone for the query &ldquo;What&rsquo;s the best Barbecue in Kansas City?&rdquo;:<\/p>\r\n<p class=\"photoCaption\" align=\"center\"><img src=\"\/uploads\/images\/blog\/kcbbq1.png\" alt=\"\" width=\"250\" height=\"445\" \/>&nbsp;<img src=\"\/uploads\/images\/blog\/kcbbq2.png\" alt=\"\" width=\"250\" height=\"445\" \/><\/p>\r\n<p>The items that appear on the screen vary wildly from the traditional ten blue links everyone is used to. Voice search relies heavily on optimized business information, not just from your Google My Business profile, but also from third-party sites such as Yelp, Booking.com, and more.<\/p>\r\n<p>What does this mean for you? Your monitoring window just got a lot larger. If you are only focusing on your website and letting your business listing organically populate, switch strategies now.<\/p>\r\n<h2><strong>Dominate Voice Search with a Strong Local SEO Strategy<\/strong><\/h2>\r\n<p>Google has long been personalizing and localizing search results based on factors such as location, browsing history, and more. Because voice search is heavily pulling on your location meta data, ensuring this information is correctly optimized is the best way to dominate voice search.&nbsp;<\/p>\r\n<p>Third-party reviews are key for searches that include &ldquo;best,&rdquo; &ldquo;top,&rdquo; &ldquo;cheap&rdquo; and other modifiers people may use. Google will parse third party reviews and pull out these keywords to rank your site accordingly. Use an on-site sign to encourage people to leave reviews and engage with your customers face-to-face as well.&nbsp;<\/p>\r\n<p>Data indicates that these outside social profiles receive 2-5x more views than the client&rsquo;s actual website. A service such as Yext or BrightLocal will allow you to monitor your business listing across several sites at once and easily keep your information up to date. As voice search grows, keeping this information accurate will be even more important.<\/p>\r\n<p>In addition to monitoring third-party reviews, correctly categorizing your business on Google My Business is another key element for optimization.<\/p>\r\n<p><img style=\"float: right;\" src=\"\/uploads\/images\/blog\/GMB_Example.jpg\" alt=\"\" width=\"300\" \/>For many locations, category confusion is a big source of penalties from Google. On Google My Business, clients have the ability to set their business category. Say you have a barbecue restaurant and manage the Google My Business page. You probably thought it was a good idea to optimize your category listings by listing yourself as a BBQ restaurant, Bar and Grill, Restaurant, Steak House, and more <strong>because the more the better, right? Wrong<\/strong>.<\/p>\r\n<p>When it comes to listing your business category on GMB, you want to choose the single category that best matches your business offerings. Ask yourself where your primary source of revenue comes from and adjust your category accordingly. The reasoning here is that Google wants to offer the absolute best results for any given search.<\/p>\r\n<p>If you wanted barbecue, a restaurant result that populates with the sole categorization of &ldquo;barbecue&rdquo; would probably seem more enticing than one that populated for sandwiches, salads, and tacos. Most consumers assume a business that does one thing does it well, and so does Google. Plus, by adding more categories, you are also increasing your competition. Don&rsquo;t compete with all the specialized sandwich shops in town just because you have the one offering on your menu. Keep it simple.<\/p>\r\n<h2><strong>Let Blue Sky Help You Navigate the Future of SEO<\/strong><\/h2>\r\n<p>The team at Blue Sky Marketing are digital marketing experts who can help develop forward-looking SEO strategy to drive your desired business goals.<\/p>\r\n<p><a href=\"\/contact\">Contact Blue Sky Marketing<\/a>&nbsp;today to discuss what we can do for your business.<\/p>","date_modified":"2017-05-20 06:35:09","createdby":"20","modifiedby":"12","newsdate":"2017-05-18 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/brightonSEO.jpg","headingphoto":null,"meta_title":"Voice Search and Local SEO \u00e2\u20ac\u201c Takeaways from BrightonSEO","meta_desc":"Voice search and local SEO are two elements of your marketing strategy that can no longer be ignored. Read more in Blue Sky Marketing blog.","is_hidden":"0","target":"","newslink":"\/blog\/1123\/takeaways-from-brightonseo-voice-search-and-local-seo-","thumbnail_display":"\/uploads\/images\/blog\/brightonSEO.jpg","taginfo":{"info":[{"newsid":"1123","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1123","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1123","catid":"17","category":"Website","slug":"website"},{"newsid":"1123","catid":"29","category":"SEO","slug":""}],"categories":["3","17","29"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>, <a href=\"\/blog\/category\/\">SEO<\/a>"},"src":"\/uploads\/images\/blog\/brightonSEO.jpg"},{"id":"1122","title":"Yelp 101","dateadded":"2017-02-20 06:48:18","article":"<p><a href=\"https:\/\/www.yelp.com\/\">Yelp<\/a> is an important site for small businesses. The Blue Sky Marketing team&nbsp;met with a Yelp expert who gave us tips on how to improve your Yelp Business Listing. Check out our tips below.<\/p>\r\n<h5><strong>Why Yelp?<\/strong><\/h5>\r\n<p>74% of consumers look at review sites first when searching for a local business. And yes, you guessed it - Yelp is the most popular! Businesses who have a Yelp listing receive 129% more website visitors and 82% of people who visit Yelp have the intentions of purchasing something.<\/p>\r\n<h5>The Average Yelp User<\/h5>\r\n<p>These demographics may surprise you.<\/p>\r\n<ul>\r\n<ul>\r\n<li>57% are 35+ years old<\/li>\r\n<li>76% have a college degree<\/li>\r\n<li>69% earn $60k+<\/li>\r\n<li>1\/3 of users earn six figures or more<\/li>\r\n<\/ul>\r\n<\/ul>\r\n<h5>Yelp Reviews<\/h5>\r\n<p>Yelp is like word-of-mouth for the digital world. Positive online customer reviews can help your company stand apart from your competition. Yelpers are 46% more likely to write a 5-star review about your business if they had a great experience compared to the 15% of 1-star reviews. <span style=\"text-decoration: underline;\">If you do receive a bad review, don&rsquo;t worry.<\/span> 33% of people will update their bad review to a more positive review if the problem is solved or corrected within 24 hours. Whether it&rsquo;s a positive, neutral or negative review, respond. 56% of people who leave reviews expect a response from the business.<\/p>\r\n<h5>Tips for Business Owners<\/h5>\r\n<ul>\r\n<li><strong>Download the Yelp for <\/strong><a href=\"https:\/\/biz.yelp.com\/support\/mobile\"><strong>Business Owners App<\/strong><\/a><strong>.<\/strong><\/li>\r\n<li><strong>Turn on your Messaging Feature.<\/strong><\/li>\r\n<li><strong>Respond to Reviews Quickly.<\/strong> Good and bad! Respond to good reviews Privately and bad reviews Publically for public clarification with steps on how you are going to fix the problem.<\/li>\r\n<li><strong>Optimize Your Listing.<\/strong> Make sure all 3 categories are appropriate, updated hours, right location of Map Marker, include local Business Recommendations and make sure Specialties, History and Meet the Business Owner are filled out.<\/li>\r\n<li><strong>Add Special Hours.<\/strong> Add your special hours in the new Special Hours section.<\/li>\r\n<li><strong>Upload Photos.<\/strong> Upload high-resolution photos with detailed captions and add staff or faculty photos if applicable.<\/li>\r\n<li><strong>Have a Check-In Offer.<\/strong> This does not have to be a monetary value (ex: A high five from the bartender). Next time the customer logs into Yelp they will have the option to Leave a Review.<\/li>\r\n<\/ul>\r\n<h5>Yelp Ads<\/h5>\r\n<p>The Yelp platform has an easy self-serve ad platform via <a href=\"\/biz.yelp.com\">biz.yelp.com<\/a>&nbsp;where you can turn Featured Listings and ads on or off at will; no contract necessary. If you want to give Yelp ads a try to reach a larger audience, this is the way to go.&nbsp;<\/p>\r\n<h5>Blue Sky Marketing Can Help<\/h5>\r\n<p>The team at Blue Sky Marketing are digital marketing experts who can help potential clients evolve their marketing programs to reach desired goals and outcomes.&nbsp;<\/p>\r\n<p><a href=\"\/contact\">Contact Blue Sky Marketing<\/a>&nbsp;today to discuss what we can do for your business.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><em>*Get more Yelp facts: <\/em><em><a href=\"https:\/\/www.yelp.com\/factsheet\">https:\/\/www.yelp.com\/factsheet<\/a><\/em>&nbsp;<\/p>","date_modified":"2017-02-21 03:02:07","createdby":"28","modifiedby":"12","newsdate":"2017-02-20 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Danielle Licarione","thumbnail":"\/uploads\/images\/blog\/Yelp_blog.jpg","headingphoto":null,"meta_title":"Yelp 101 | Blue Sky Marketing","meta_desc":"Yelp is an important site for small businesses. We met with a Yelp expert who gave us tips on how to improve your Yelp Business Listing. Read on to see our tips.","is_hidden":"0","target":"","newslink":"\/blog\/1122\/yelp-101","thumbnail_display":"\/uploads\/images\/blog\/Yelp_blog.jpg","taginfo":{"info":[{"newsid":"1122","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1122","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1122","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1122","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"},{"newsid":"1122","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1122","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1122","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"1122","catid":"24","category":"Digital Marketing","slug":""}],"categories":["3","4","5","9","12","14","24"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>"},"src":"\/uploads\/images\/blog\/Yelp_blog.jpg"},{"id":"1121","title":"Key Takeaways from the Pew 2016 Social Media Update","dateadded":"2017-02-02 01:16:59","article":"<p>The Pew Research Center has been measuring the ways in which Americans use social media to seek information and interact with humans and brands for about a decade. The <a href=\"http:\/\/www.pewinternet.org\/2016\/11\/11\/social-media-update-2016\/\" target=\"_blank\">most recent yearly report<\/a>&nbsp;is an overall snapshot of social media platform usage trends as reported from a survey conducted of approximately 1,500 participants in spring 2015.<\/p>\r\n<p>Here are the key takeaways for marketers:<\/p>\r\n<p><strong>Facebook is Still King &ndash; And Growing<\/strong><\/p>\r\n<p><a href=\"http:\/\/www.pewinternet.org\/2016\/11\/11\/social-media-update-2016\/\" target=\"_blank\">According to the report<\/a>, Facebook is still the most popular social platform, with 79% of <img style=\"float: left;\" src=\"\/uploads\/images\/blog\/FB-f-Logo__blue_512.png\" alt=\"Facebook Logo\" width=\"100\" height=\"100\" \/>online Americans and 68% of all U.S. adults using Facebook. These usage numbers were up from the previous survey, meaning Facebook was the only platform that showed demonstrable growth. Not only is the platform growing, but the users are also engaged: Nearly 76% of Facebook users said they visited the site daily, up from 70% in 2015.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><strong>Instagram is In-Stagnant<\/strong><\/p>\r\n<p><img style=\"float: left;\" src=\"\/uploads\/images\/blog\/Instagram-v051916.png\" alt=\"Instagram Logo\" width=\"100\" height=\"100\" \/>When it comes to Instagram, the survey found that 32% of internet users (28% of all U.S. adults) use the platform, which is roughly the same share as when the survey was conducted the previous year. About half of active users visit the site daily, with females being more likely to use than men, and adults 18-29 the most common demographic, followed by 30-49.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><strong>Put a Pinterest in It<\/strong><\/p>\r\n<p><img style=\"float: left;\" src=\"\/uploads\/images\/blog\/PInterest.png\" alt=\"Pinterest Logo\" width=\"100\" height=\"100\" \/>Despite what seems like widespread popularity, Pinterest usage was recorded at roughly three-in-ten online Americans (31%), which was a finding identical to 2015 numbers. The platform continues to be dominated by women, with nearly half of online woman (45%) being active users, versus 17% of online men.&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><strong>Tweeting is Fleeting<\/strong><\/p>\r\n<p><img style=\"float: left;\" src=\"\/uploads\/images\/blog\/Twitter_Logo_Blue_copy.png\" alt=\"Twitter Logo\" width=\"100\" height=\"100\" \/>As has been the trend in recent years, Twitter was near the bottom for usage. The survey found Twitter was&nbsp;actively used by roughly 24% of internet users (21% of all U.S. adults), which is approximately the same as the 2015 data. Demographics stats do point toward a unique user base however, with users tending to be younger and more highly educated than other platforms. Many people are also wondering if the new President's fondness for Twitter&nbsp;will increase usage on the site, but so far the <a href=\"https:\/\/www.buzzfeed.com\/alexkantrowitz\/trump-runs-twitter-now-but-hes-not-going-to-save-it\" target=\"_blank\">evidence indicates this is not the case<\/a>.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><strong>Enter the Matrix &shy;&ndash; The Social Media Matrix<\/strong><\/p>\r\n<p>When it comes to social media platforms, there is an ever-increasing web of cross-platform usage among the platforms &ndash; the social media matrix.<\/p>\r\n<p>Simply put, all social media roads cross at Facebook, but they don&rsquo;t stop there. Among users who only use one social media platform, 88% said Facebook was the platform of choice. But these single platform users are in the minority, with more than half of online adults (56%) using more than one of the researched social media platforms. For instance, 93% of Twitter users also use Facebook &ndash; as do 95% of Instagram users and 92% of Pinterest users.<\/p>\r\n<p>Basically, your audience is not likely to be in only one place, making it even more important to establish a strong brand presence on the platforms most visited by your target demographic.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><strong>Let Blue Sky Find the Right Social Marketing Mix<\/strong><\/p>\r\n<p>The team at Blue Sky Marketing are digital marketing experts who help make sense of social media trends and can develop a strategy to drive your desired business goals.<\/p>\r\n<p><a href=\"\/contact\">Contact Blue Sky Marketing<\/a>&nbsp;today to discuss what we can do for your business.<\/p>","date_modified":"2017-03-19 19:39:36","createdby":"20","modifiedby":"31","newsdate":"2017-02-03 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/small_business_owner_planning_shutterstock_124904123.jpg","headingphoto":null,"meta_title":"Key Takeaways from the PEW 2016 Social Media Update | Blue Sky Marketing","meta_desc":"The most recent yearly report from the Pew Research Center is an overall snapshot of social media platform usage. Read the key takeaways from this report.","is_hidden":"0","target":"","newslink":"\/blog\/1121\/key-takeaways-from-the-pew-2016-social-media-update","thumbnail_display":"\/uploads\/images\/blog\/small_business_owner_planning_shutterstock_124904123.jpg","taginfo":{"info":[{"newsid":"1121","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1121","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1121","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"},{"newsid":"1121","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1121","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1121","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"1121","catid":"15","category":"Technology","slug":"technology"},{"newsid":"1121","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1121","catid":"28","category":"Facebook","slug":""}],"categories":["4","5","9","12","14","15","24","28"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/technology\">Technology<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">Facebook<\/a>"},"src":"\/uploads\/images\/blog\/small_business_owner_planning_shutterstock_124904123.jpg"},{"id":"1119","title":"Create a Steady Stream of Referrals with These Digital Marketing Tips","dateadded":"2016-11-28 07:14:24","article":"<p>Senior living facilities (whether independent or assisted living) are in a unique business that requires a constant stream of resident prospects to maintain facility occupancy as current residents age.<\/p>\r\n<p>Traditional advertising is a great way to achieve brand awareness, but you risk attracting relatively unqualified leads and may find the ROI uninspiring. Generating referrals from current residents, or the families of current residents is a great way to up your referral numbers.<\/p>\r\n<h2><strong>Identify Your Audience<\/strong><\/h2>\r\n<p>As we discussed in a previous blog about digital marketing tactics for senior communities, your target audience is not always the potential resident.<\/p>\r\n<p>A 2014 research study indicated the adult children often play a heavy role in researching living options for their senior parents. In addition, medical or other professional referrers may also partner with family members to make a decision for a potential resident. By only targeting potential residents, you are limiting yourself to a smaller audience.&nbsp;<\/p>\r\n<p>Now that we know whom we are talking to, let&rsquo;s get to the tactics.<\/p>\r\n<h2><strong>Keep the Blog Up to Date<\/strong><\/h2>\r\n<p>For online marketing, a blog is a powerful tool. It allows you to present fresh, interesting, and useful content to your prospective clients as well as allows you to keep current residents abreast of what is happening in your facility.<\/p>\r\n<p>A blog also allows a way to produce fresh content for social sharing. Whereas your original website may not be &ldquo;current,&rdquo; a blog is an easy way to react to news events, hot trends, or on-site events that are worthy of sharing. Sharing via social channels is a great way to generate interest and engagement with your page.&nbsp;<\/p>\r\n<h2><strong>Connect On-Site to Connect Online<\/strong><\/h2>\r\n<p>A strong digital presence is key for your facility, and even more so in the era of social media. A large number of older Americans have a Facebook account, so don&rsquo;t overlook the power of social media because of your target demographic.&nbsp;<\/p>\r\n<p>Get people to connect on-site by advertising your social media profiles on brochures, placards, and other elements throughout your facility. Self-advertisement such as this encourages people who visit your facility to stay up to date with you on social media. It can also be a great way to engage new prospects who may be shopping facilities and several weeks out from committing. Having them engaged with your social media allows another opportunity for your marketing message to reach them.&nbsp;<\/p>\r\n<p>Also, it is possible that most people who like your profiles through these sources are related to a current resident, meaning they are the perfect person to offer a referral for your facility. Every so often, most likely in anticipation of enrollment goals, sponsor contests that encourage your social media followers to refer someone to your facility.<\/p>\r\n<p>Aside from quarterly contests, run an ongoing promotion with some sort of referral bonus.&nbsp;Periodically remind people about this. When someone refers and wins the prize, be sure to share it on social media! This will create a perpetual desire to be featured, and it also provides leads to your facility.<\/p>\r\n<h2><strong>Monitor Your Reviews<\/strong><\/h2>\r\n<p>Your website and social media channels are great ways to get easy and highly qualified leads to your facility &ndash; and the best part is they are under your control.<\/p>\r\n<p>Unfortunately, sites like Yelp, Google Reviews, TripAdvisor and more are not entirely under your control. Regardless, peer review sites are used by a lot of people and deserve the same amount of attention as your own digital properties.&nbsp;<\/p>\r\n<p>Fortunately, you can control some aspects of these profiles. Be sure to conduct an audit and claim or dispute any unauthorized profiles representing your property. Also, ensure that information entered on these sites is accurate and up to date. Do you need to modify closing hours, address, contact numbers, etc.? The wrong information here can easily lead to a lost lead.<\/p>\r\n<p>Also, take the time to respond to comments via these sites &ndash; both good and bad. If you get a good comment, respond asking the person to contact your facility so you can send them a thank you note or thank them by phone.&nbsp;<\/p>\r\n<p>If it is a bad comment, also respond and attempt to follow up with the problem and provide a solution. What you don&rsquo;t do in these situations shows what kind of facility you can be.<\/p>\r\n<h2><strong>Partner with Blue Sky Marketing for your Marketing Needs<\/strong><\/h2>\r\n<p>The team at Blue Sky Marketing are digital marketing experts who can help potential clients evolve their marketing programs to reach desired goals and outcomes.<\/p>\r\n<p><a href=\"\/contact\">Contact Blue Sky Marketing<\/a>&nbsp;today to discuss what we can do for your business.<\/p>","date_modified":"2016-11-28 07:15:08","createdby":"20","modifiedby":"20","newsdate":"2016-11-28 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Adult_Son_And_Daughter_Enjoying_Meal_In_Garden_With_Senior_Parents_shutterstock_59649640_WEB.jpg","headingphoto":null,"meta_title":"Referral Marketing for Senior Communities | Blue Sky Marketing","meta_desc":"Senior living facilities (whether independent or assisted living) are in a unique business. Read about how to utilize digital marketing to ensure a steady stream of resident referrals.","is_hidden":"0","target":"","newslink":"\/blog\/1119\/create-a-steady-stream-of-referrals-with-these-digital-marketing-tips","thumbnail_display":"\/uploads\/images\/blog\/Adult_Son_And_Daughter_Enjoying_Meal_In_Garden_With_Senior_Parents_shutterstock_59649640_WEB.jpg","taginfo":{"info":[{"newsid":"1119","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1119","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1119","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1119","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1119","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1119","catid":"17","category":"Website","slug":"website"},{"newsid":"1119","catid":"24","category":"Digital Marketing","slug":""}],"categories":["3","4","9","12","17","24"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>"},"src":"\/uploads\/images\/blog\/Adult_Son_And_Daughter_Enjoying_Meal_In_Garden_With_Senior_Parents_shutterstock_59649640_WEB.jpg"},{"id":"1118","title":"Google Officially Begins Transition to a Mobile First Index","dateadded":"2016-11-16 04:57:55","article":"<p>Google officially announced in&nbsp;a <a title=\"Google Blog Post on Mobile Index\" href=\"https:\/\/webmasters.googleblog.com\/2016\/11\/mobile-first-indexing.html\" target=\"_blank\">blog post on Nov. 4<\/a>&nbsp;they are now switching to a mobile first index for their search engine results page.&nbsp;<\/p>\r\n<p>While this a major change in how Google displays search results to users, it is one that has been a long-time coming. Read more to learn about what this means for you and your marketing endeavors.<img style=\"float: right;\" src=\"\/uploads\/images\/blog\/BSM_Mobile_Image.png\" alt=\"\" width=\"250\" height=\"506\" \/><\/p>\r\n<h2>What Does This Mean?<\/h2>\r\n<p>The Google search engine results page displays links based on user queries. Simply put, if given a choice from between displaying a link for a desktop version or a mobile version of a website, the mobile version of a site will be shown to users. Google will also use the mobile version of all websites to determine rankings on the search engine results page.<\/p>\r\n<p>&nbsp;It is also worth noting that there will be a single index, not one based on mobile and another one based on desktop that switches based on the device of the user. <strong>The mobile index is THE index.<\/strong><\/p>\r\n<h2>Why Is Google Making the Change?<\/h2>\r\n<p>Simply put, mobile is the future. According to Google statistics, users are conducting the majority of searches from mobile devices, with nearly <a title=\"40% of people searching on a smartphone\" href=\"https:\/\/www.thinkwithgoogle.com\/articles\/device-use-marketer-tips.html\" target=\"_blank\">40% of people searching on a smartphone<\/a>. Also, as we reported in our <a title=\"blog on the most recent Google Partners event\" href=\"\/blog\/1109\/top-marketing-trends-from-the-recent-google-partners-event\">blog on the most recent Google Partners event<\/a>, mobile media consumption has been steadily rising while consumption for all other media has remained stagnant.<\/p>\r\n<h2>How Will This Change Affecting My Marketing Efforts?<\/h2>\r\n<p>On the surface, this change will go relatively unnoticed by the consumer. However, brands must look at their current website presence to determine if any change is needed.<\/p>\r\n<p>For many brands, the switch should have no negative impact. If your brand employs a responsive site design with identical (or nearly identical) content between your desktop and mobile views you should be fine.<\/p>\r\n<p>&nbsp;The change will affect brands that employ a separate mobile and desktop with different content and\/or functionality elements. Brands employing this tactic need to be quick to optimize their mobile website offerings before this change negatively impacts their search rankings.<\/p>\r\n<h2><strong>Blue Sky Marketing Can Help<\/strong><\/h2>\r\n<p>Time to look at your website with a fresh eye? Blue Sky Marketing are digital marketing experts who can help to choose and implement the best plan for your mobile-focused website in 2017. Our team has built over 100 websites since our founding; we have a bespoke solution for you.<\/p>\r\n<p>Contact&nbsp;<a href=\"\/\">Blue Sky Marketing<\/a>&nbsp;today to discuss what we can do for your business.<\/p>","date_modified":"2016-11-16 05:41:14","createdby":"20","modifiedby":"20","newsdate":"2016-11-16 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Mobile_BSM.png","headingphoto":null,"meta_title":"Google Launches Mobile First Index | Blue Sky Marketing","meta_desc":"Google officially announced in\u00c2\u00a0a blog post on Nov. 4 they are now switching to a mobile first index for their search engine results page. What does this mean for your marketing efforts?","is_hidden":"0","target":"","newslink":"\/blog\/1118\/google-officially-begins-transition-to-a-mobile-first-index","thumbnail_display":"\/uploads\/images\/blog\/Mobile_BSM.png","taginfo":{"info":[{"newsid":"1118","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1118","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1118","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1118","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1118","catid":"13","category":"Responsive Website","slug":"responsive-website"},{"newsid":"1118","catid":"17","category":"Website","slug":"website"},{"newsid":"1118","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1118","catid":"26","category":"Mobile","slug":""},{"newsid":"1118","catid":"27","category":"Google","slug":""}],"categories":["4","9","12","13","17","24","26","27"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/responsive-website\">Responsive Website<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">Mobile<\/a>, <a href=\"\/blog\/category\/\">Google<\/a>"},"src":"\/uploads\/images\/blog\/Mobile_BSM.png"},{"id":"1117","title":"Digital Tactics for Senior Living Communities","dateadded":"2016-11-14 08:07:10","article":"<p>Senior living is a major growth area in the health care sector that is poised to continue growing into 2017. Strong growth has led to more competition in the sector, especially as amenities and offerings at facilities become more luxurious in order to adapt to the changing tastes of consumers.<\/p>\r\n<p>In such a competitive market, a strong digital and lead management strategy is essential in order to consistently attract new consumers to your facility.<\/p>\r\n<h2><strong>Who Are You Really Targeting?<\/strong><\/h2>\r\n<p>The first step of any successful marketing campaign us to understand the audience you are trying to target. For marketing to senior living communities, that provides an interesting challenge.<\/p>\r\n<p>An obvious target is the actual resident who will eventually move into a facility. However, this consumer is just one part of your target audience segment. <a href=\"http:\/\/www.imaginepub.com\/2014-senior-living-research-study\">Imagination&rsquo;s 2014 Senior Research Study<\/a>&nbsp;revealed that adult children often play a heavy role in researching living options for their senior parents. Medical or other professional referrers may also get involved. By only targeting potential residents, you are limiting yourself to a smaller audience.<\/p>\r\n<h2><strong>Start with the Website<\/strong><\/h2>\r\n<p>If you think your potential customers are not online due to their age, think again. Three quarters of baby boomers&nbsp;used search engines&nbsp;to find information on senior living, according to&nbsp;<a href=\"http:\/\/seniorhousingnews.com\/2015\/03\/31\/google-data-sheds-new-light-on-senior-living-search-trends\/\">an October 2014 survey<\/a>&nbsp;by Google.&nbsp;<\/p>\r\n<p>Also of note is the language used by these users when searching for senior living facilities. The Google survey found that when baby boomers research senior living for themselves, they tend to look for independent living and community\/lifestyle features. But when researching communities for a loved one, they enter search queries like &ldquo;skilled nursing&rdquo; and &ldquo;assisted living communities.&rdquo; They&rsquo;re also interested in medical services and care types.&nbsp;<\/p>\r\n<p>For ideal targeting, your website should be able to speak to both audiences. Having separate sections for &ldquo;Yourself&rdquo; and &ldquo;Loved Ones&rdquo; is an easy way to provide clear information to a user and ensure you are tailoring your content to their intent.<\/p>\r\n<p>Also, when developing website content, use on-the-ground experiences to inform the information provided to the consumer. Think of the questions you receive most often from residents and their families. Do many families ask about financing options? Are a lot of people confused about the levels of care? Use these questions from your current and potential residents to fuel the content on your website and ensure you answer questions.<\/p>\r\n<h2><strong>Keep Everything Up to Date &ndash; and Then Some<\/strong><\/h2>\r\n<p>A well-optimized website is an excellent marketing tool, but only so if it is well-maintained and current. If your website features outdated photos, poorly written content, and unhelpful information, the emotions formed there will trickle into the feelings about the community.<\/p>\r\n<p>In order to portray yourself as an active community, you need to be your own best publicist. Daily events, no matter how small, can be spun into a blog article, a social media post, a video on your website, a newsletter item &hellip; the list goes on and on. Having a strong amount of online content for potential visitors to browse is a must. If they can&rsquo;t find you, they will ignore you.<\/p>\r\n<p>In addition, you can use social media and others to promote activities and amenities that may not neatly fit into the sales pitch of normal website content. Providing a well-rounded view of all aspects of your community increase the potential for users to become interested and contact your community.<\/p>\r\n<h2><strong>Review Your Process<\/strong><\/h2>\r\n<p>So, at this point you have a well-written website and active social media accounts providing fun and uplifting photos of your community. Inquiries are flowing in to your office &hellip; now what? In order for any marketing program to be effective, there needs to be a process in place to measure effectiveness.<\/p>\r\n<p>Evaluate the contact points for your website. Is it easy to call or email? Once someone contacts your facility, how does the process continue? Is there a determined follow up time, automatic subscription to a newsletter, or invitation for a tour?&nbsp;<\/p>\r\n<p>The increase in contact channels is great for facility operators because it allows more avenues for potential consumers to contact your facility. It is also a curse because it also allows for more ways to overlook target consumers. Carefully evaluate each contact channel and ensure a plan is in place for its monitoring and response. A consumer as already made the first step by contacting you &ndash; it is up to the facility to take it from there.<\/p>\r\n<h2><strong>Partner with Blue Sky Marketing for your Marketing Needs<\/strong><\/h2>\r\n<p>The team at Blue Sky Marketing are digital marketing experts who can help potential clients evolve their marketing programs to reach desired goals and outcomes.<\/p>\r\n<p>Contact&nbsp;<a href=\"\/\">Blue Sky Marketing<\/a>&nbsp;today to discuss what we can do for your business.<\/p>","date_modified":"2016-11-14 08:09:44","createdby":"20","modifiedby":"20","newsdate":"2016-11-14 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"","headingphoto":null,"meta_title":"Digital Tactics for Senior Living Communities | Blue Sky Marketing","meta_desc":"A strong digital and lead management strategy is essential even for senior living communities. Learn more.","is_hidden":"0","target":"","newslink":"\/blog\/1117\/digital-tactics-for-senior-living-communities","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"1117","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1117","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1117","catid":"4","category":"Business Strategy","slug":"business-strategy"}],"categories":["3","4"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"1116","title":"Facebook Algorithms, Organic Reach & Why It\u00e2\u20ac\u2122s Time to Boost Your Posts","dateadded":"2016-10-24 10:39:53","article":"<p>We&rsquo;ve explored the reasons <a href=\"\/blog\/1115\/why-social-should-be-part-of-your-brands-online-presence\">why Facebook is a vital part of a marketer&rsquo;s toolkit<\/a>. To recap in one sentence, there are 200-250 million monthly active users in the U.S., 15-20 million in Texas alone, and those people are spending an average of 50 minutes a day on Facebook properties (Facebook, Instagram or Messenger).<\/p>\r\n<p>Now, let&rsquo;s talk about how to overcome the changes you&rsquo;ve probably noticed on your Page in the past year, such as dwindling organic reach and less engagement. Unfortunately, Facebook has realized they have a business opportunity and it has become a pay-to-play environment for businesses and brands.<\/p>\r\n<h3>Why You Need A Facebook Ads Budget<\/h3>\r\n<ol>\r\n<li><strong>Less Page Fans See Your Posts<\/strong> &ndash; Our Facebook Marketing Expert has thrown out the number 1%; as in 1% of your Page Fans see your posts without putting money behind it &ndash; or &ldquo;boosting&rdquo;. If you are maintaining a Facebook Page to share news about your business, at a minimum you need a budget to boost those posts. The time spent publishing posts will have substantially less payoff without an ad budget to supplement the organic reach you used to enjoy.&nbsp;<a href=\"http:\/\/newsroom.fb.com\/news\/2016\/06\/news-feed-fyi-helping-make-sure-you-dont-miss-stories-from-friends\/\" target=\"_blank\">See Facebook&rsquo;s release here.<\/a><\/li>\r\n<li><strong>There is an Ad Type for Every Marketing Objective<\/strong> &ndash; Facebook&rsquo;s ad system has been created to generate Local Awareness, Brand Awareness, Website Conversions, Leads (In feed!), Video Views or even Engagement. It specifically targets profiles based on what YOU want to achieve.&nbsp;<a href=\"https:\/\/www.facebook.com\/business\/help\/197976123664242\" target=\"_blank\">See the ad types they offer here.<\/a><\/li>\r\n<li><strong>You Can Leverage Demographic &amp; Behavior-based Data<\/strong> &ndash; Unlike offline media and even Google AdWords, you&rsquo;re able to target based on rich, real-time, self-reported demographic, interest and behavioral data to form awareness, preference and to drive action with a compelling visual ad.&nbsp;<\/li>\r\n<\/ol>\r\n<h3>Why That&rsquo;s Not All Bad<\/h3>\r\n<ol>\r\n<li><strong>Ad Targeting is Rich<\/strong> &ndash; Facebook has a plethora of targeting options. The Edgerank algorithm working to serve users the most interesting topics in their News Feed, also uses the same machine learning to categorize users by interests, analyzing their Likes, Comments, Page Likes, etc. In addition to all of this &ldquo;free&rdquo; learning that they have from user-generated content, they have also layered in third-party data from Acxiom, Datalogix, and Epsilon for further targeting options.<\/li>\r\n<li><strong>Retargeting &amp; Lookalike Audiences<\/strong> &ndash; You are able to connect with customers that have shared their information with you and find profiles that are similar to your existing customers to find more potential customers just like them!<\/li>\r\n<\/ol>\r\n<h4>Is your company interested in getting the most out of your Facebook presence with Facebook advertising?<\/h4>\r\n<p>Blue Sky Marketing has been managing robust and diverse Facebook ads budgets since 2014. Read our other blogs that explore <a href=\"\/blog\/facebook-ads-how-to-craft-messaging-that-convert-to-leads\">Facebook ads best practices<\/a>&nbsp;and <a href=\"\/blog\/facebook-ads-not-what-they-used-to-be\">advertising basics<\/a>&nbsp;or contact us for details about how we can help you manage your social advertising campaigns.<\/p>\r\n<p><br \/><br \/><br \/><\/p>","date_modified":"2016-10-24 13:23:28","createdby":"13","modifiedby":"13","newsdate":"2016-10-24 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Kate Nilsen","thumbnail":"\/uploads\/images\/blog\/Facebook-Advertising-Logo.jpg","headingphoto":null,"meta_title":"Facebook Advertising: why you need to get into game | Blue Sky Marketing","meta_desc":"Learn why you need a Facebook advertising budget and what makes it worth it.","is_hidden":"0","target":"","newslink":"\/blog\/1116\/facebook-algorithms-organic-reach--why-its-time-to-boost-your-posts","thumbnail_display":"\/uploads\/images\/blog\/Facebook-Advertising-Logo.jpg","taginfo":{"info":[{"newsid":"1116","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1116","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1116","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1116","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1116","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1116","catid":"28","category":"Facebook","slug":""}],"categories":["4","9","12","24","28"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">Facebook<\/a>"},"src":"\/uploads\/images\/blog\/Facebook-Advertising-Logo.jpg"},{"id":"1115","title":"Why Social Should Be Part of Your Brand\u00e2\u20ac\u2122s Online Presence","dateadded":"2016-10-21 14:35:05","article":"<h5 style=\"text-align: center;\">&nbsp;<\/h5>\r\n<h5 style=\"text-align: left;\"><strong>\"There is no such thing as digital marketing. There is marketing &ndash; most of which happens to be digital.&rdquo; - Brad Jakeman, PepsiCo<\/strong><\/h5>\r\n<p>The realm of digital marketing often feels like a moving target, as there seem&nbsp;to be endless media opportunities and usage trends that constantly shift.<\/p>\r\n<p>But is this necessarily the case? <strong>Trends are not shifting as fast as you think.<\/strong> Research shows that users are firmly parked in a few key areas&nbsp;and that their presence there continues to grow.<\/p>\r\n<h3>First Off, Social is Not Dying<\/h3>\r\n<p>Numerous articles have decried the &ldquo;death&rdquo; of social media. However, usage numbers suggest a different story. Perhaps <strong><em>free<\/em><\/strong> social media engagement for brands is less available, but below are a few facts that show social networks usage is certainly not dead. In fact, data from the Pew Research Center indicates that <a href=\"http:\/\/www.pewresearch.org\/data-trend\/media-and-technology\/social-networking-use\/\">76% of online adults use social network sites<\/a>. Compare that to the <a href=\"http:\/\/www.pewinternet.org\/2015\/06\/26\/americans-internet-access-2000-2015\/\">84% of adults in America who use the internet<\/a>, and you can see there is a <strong>high correlation between internet users and those who are on social media.<\/strong><\/p>\r\n<p>Basically, if you want to market online, social is a great place to be as nearly everyone who is online belongs to at least one social network. But marketing to people using social networks is easier said than done, as first, you have to determine where your audience is before you can market to them.<\/p>\r\n<h3>So, Where Are the People?<\/h3>\r\n<p>Simply put, they are on Facebook. Yes, platforms such as Twitter, Instagram, Snapchat and others have a strong user base and presence, but Facebook still reigns supreme as the social media king. According to the Pew Research Center, approximately <a href=\"http:\/\/www.pewresearch.org\/data-trend\/media-and-technology\/social-networking-use\/\">72% of online adults use Facebook<\/a>. The percentage dwarfs the competition, with the next highest being Pinterest at 31%, Instagram (a Facebook entity) at 28%, LinkedIn at 25%, and Twitter at 23%.<\/p>\r\n<p>Based on this localization of online users on Facebook alone, online marketing activities at a minimum need to have a strategic focus on how best to reach an audience on Facebook.<\/p>\r\n<h3>Facebook Users Are Engaged<\/h3>\r\n<p>Not only are nearly three-quarters of internet-using adults in possession of a Facebook account, these users tend to be some of the most engaged on social media. The Pew Research Center reports <a href=\"http:\/\/www.pewinternet.org\/2015\/01\/09\/frequency-of-social-media-use-2\/\">70% of Facebook users report using the site on a daily basis<\/a>, with 45% indicating they do several times a day.<\/p>\r\n<p>Not only are the majority of Facebook users engaged on a daily basis, they are also spending a <strong>significant amount of time on the site.&nbsp;<\/strong><a href=\"http:\/\/www.nytimes.com\/2016\/05\/06\/business\/facebook-bends-the-rules-of-audience-engagement-to-its-advantage.html?_r=0\">As reported in The New York Times<\/a>, Facebook says users on average spend 50 minutes PER DAY on Facebook,&nbsp;Instagram&nbsp;and Messenger platforms &ndash; <strong>about 1\/16 of people's waking hours.<\/strong> Time spent on Facebook is surpassing most other leisure activities surveyed by the Bureau of Labor Statistics, with the exception of watching television programs and movies (an average per day of 2.8 hours).<\/p>\r\n<p>Statistics such as this frame Facebook as a digital medium with high market penetration and audience engagement &ndash; <strong>a marketer&rsquo;s dream.<\/strong><\/p>\r\n<h3>What Content Do They Want?<\/h3>\r\n<p>So, the secret is out. Nearly everyone has Facebook, and when they are on the platform they are spending copious amounts of time on the site. But what are they viewing on the site?<\/p>\r\n<p>Recent data suggests that video is the medium of choice. In 2015, <a href=\"http:\/\/www.socialmediatoday.com\/marketing\/top-5-facebook-video-statistics-2016-infographic\">videos posted by U.S. based users increased 94%<\/a>, providing a strong indication that users enjoy sharing and consuming video. Furthermore, research also shows that <a href=\"https:\/\/www.socialbakers.com\/blog\/2367-native-facebook-videos-get-more-reach-than-any-other-type-of-post\">video posts have a 135% greater organic reach<\/a>&nbsp;when compared to photo posts.<\/p>\r\n<p>Facebook itself has doubled-down on the medium with the launch of Facebook Live, an on-demand service that allows you to broadcast directly to an engaged audience. In support of their own technology, changes to the algorithm feed by Facebook have given preference to these types of videos, and data shows people spend <a href=\"http:\/\/www.socialmediatoday.com\/marketing\/top-5-facebook-video-statistics-2016-infographic\">3x longer watching&nbsp;video&nbsp;which is live<\/a>&nbsp;compared to video which is no longer live.<\/p>\r\n<p>However, these are blanket statistics from Facebook that represent the user base as a whole. While the power of video, especially live video, shows strong potential, you must carefully evaluate your user base and make data-driven decisions. As we reported in our <a href=\"\/blog\/1104\/sound-advice-from-socialpro-2016\">top takeaways from the SocialPro 2016 conference<\/a>, follow industry trends and hop on the bandwagon only if it makes sense for your brand.&nbsp;<\/p>\r\n<h3>Don&rsquo;t Forget About the Next Step<\/h3>\r\n<p>According to Facebook&rsquo;s own statistics, <strong>50% of U.S. users are mobile only.<\/strong>&nbsp;Why is this important to you, the marketer? As long as you are reaching the consumers on their devices, what does it matter what they are using, right? Wrong.<\/p>\r\n<p>Consumer engagement does not stop at the Facebook platform. This may be where you make first contact with the consumer, but the ultimate goals is to <strong>drive traffic to your website and have the prospective consumer convert.<\/strong> Due to this, it is extremely important to evaluate the mobile functionality of your website and\/or landing page. In fact, Facebook is <a href=\"https:\/\/www.facebook.com\/business\/news\/improving-mobile-site-performance\">now considering mobile website performance<\/a>&nbsp;before running ads.<\/p>\r\n<p>Having a mobile-friendly website, or one that just scales down, is simply not enough. Elements such as navigation, contact forms, payment procedures, etc. must be viewed and considered from a mobile perspective.<\/p>\r\n<p>According to a <a href=\"\/blog\/1109\/top-marketing-trends-from-the-recent-google-partners-event\">recent Google Partners event<\/a>, mobile browsing has changed the way consumers behave on the internet. When directed to your landing page, the modern consumer expects a frictionless experience that provides an immediate solution to their desire, be it to purchase your product, receive more information, or book a table at your restaurant. And don&rsquo;t count on your brand name to protect you from a bad UX design. Data is also showing that users are most likely to gravitate towards the sources that meet their needs rather than staying brand loyal.<\/p>\r\n<h3>Partner with Blue Sky Marketing for your Facebook Marketing Needs<\/h3>\r\n<p>The team at Blue Sky Marketing are digital marketing experts who can help potential clients make sense of the evolving trends and best practices in social media marketing.<\/p>\r\n<p>Read our next blog in this 2017 social planning series which talks about <a href=\"\/blog\/1116\/facebook-algorithms-organic-reach--why-its-time-to-boost-your-posts\">why you should be using Facebook ads<\/a>&nbsp;and contact <a href=\"\/\">Blue Sky Marketing<\/a>&nbsp;today to discuss what we can do for your business.<\/p>\r\n<p>&nbsp;<\/p>","date_modified":"2016-10-27 05:38:16","createdby":"19","modifiedby":"13","newsdate":"2016-10-21 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Chi5elfU4AE6tLA.jpg","headingphoto":null,"meta_title":"Why Facebook Advertising Should Be Part of Your Online Strategy | Blue Sky Marketing","meta_desc":"Are you advertising online but not taking note of social platforms? Learn why that may be a mistake and what you need to be paying attention to.","is_hidden":"0","target":"","newslink":"\/blog\/1115\/why-social-should-be-part-of-your-brands-online-presence","thumbnail_display":"\/uploads\/images\/blog\/Chi5elfU4AE6tLA.jpg","taginfo":{"info":[{"newsid":"1115","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1115","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1115","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1115","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"1115","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1115","catid":"28","category":"Facebook","slug":""}],"categories":["9","12","14","24","28"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">Facebook<\/a>"},"src":"\/uploads\/images\/blog\/Chi5elfU4AE6tLA.jpg"},{"id":"1112","title":"Insights from Brand ManageCamp 2016","dateadded":"2016-10-07 10:19:36","article":"<p>It&rsquo;s always refreshing to take a step outside of your own bubble - and nowhere is this more important than marketing. Marketers have a tendency to obtain good results and get complacent that we have done our job and effectively reached the masses. But in the 21<sup>st<\/sup> century, achieving successful results one time is starting to mean less and less. These days we all live on the surface of an ever-evolving landscape where change is fueled by the internet and technology at an exhausting rate. It may seem chaotic, but it&rsquo;s our job as marketers to peer through the digital pollution and find ways to advertise that connect our brands with real people who have real wants.&nbsp;<\/p>\r\n<p>It&rsquo;s when we lose sight&nbsp;of our audiences&rsquo; human wants in this digital age, that we also lose as a brand. This and other takeaways are a few of my A-HA! moments from the impressive lineup of speakers at this year&rsquo;s <a href=\"http:\/\/brandmanagecamp.com\/\" target=\"_blank\">Brand ManageCamp<\/a>.<\/p>\r\n<p><img style=\"display: block; margin-right: auto; margin-left: auto;\" src=\"\/uploads\/images\/blog\/scott-monty-banner-ads.jpg\" alt=\"Scott Monty at Brand ManageCamp 2016\" width=\"600\" height=\"450\" \/><\/p>\r\n<h3>1.&nbsp;<strong>No More Banner Ads<\/strong><\/h3>\r\n<h6><span style=\"text-decoration: underline;\">Scott Monty - Former Global Head of Social Media for Ford Motor Company<\/span><\/h6>\r\n<p>The very first online banner ad received a click-through rate of 44%. Not impressed? The average banner ad today receives a rate of 0.06% AND 10% of those clicks are from robots. In a word banner ads are done, a thing of the past. Should you stop using them? Not exactly, they continue to drive an incomparable amount of traffic to your website. But it&rsquo;s time to explore other options and <strong>make banner ads the smallest portion of your advertising budget<\/strong>.<\/p>\r\n<p>The rest of your budget should be focused on testing new forms of content and acquiring customers by thinking and speaking the way they do. Cicero said it best, \"If you wish to persuade me you must think my thoughts, feel my feelings and speak my words.&rdquo;&nbsp;<\/p>\r\n<h3><strong>2. Inspire People to Take Action<\/strong><\/h3>\r\n<h6><span style=\"text-decoration: underline;\">Andrew Davis - Best-selling Author of &ldquo;Brandscaping&rdquo; and &ldquo;Town Inc.&rdquo;<\/span><\/h6>\r\n<p>As all of the speakers at Brand ManageCamp mentioned in one way or another, advertising in the digital age is all about the consumer. Don&rsquo;t create a CTA that you think is catchy (Buy Now, Shop Now, etc.), <strong>create a CTA that inspires people to go on a journey that THEY want to go on<\/strong>. Ask yourself, what does your customer want most. And if you don&rsquo;t know the answer to that, go out and ask them! By asking their target demographic (start-up CEOs) what they wanted (the ability to read more books) and creating The Book Video Club, Board Studios (a video tutorial company) acquired more than 100,000 subscribers to their video club in 6 weeks, leading to $193,000 in new business.<\/p>\r\n<h3><strong>3. Cover up your logo, do you recognize yourself?&nbsp;<\/strong><\/h3>\r\n<h6><span style=\"text-decoration: underline;\">Ann Handley - Best-selling Author of &ldquo;Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content\"<\/span><\/h6>\r\n<p>As Ann Handley said, even more budget is going into content in 2016, but it&rsquo;s up to us to focus on the content getting <strong>better<\/strong>. Better content means finding your voice and engaging in bolder marketing, even at the risk of repelling some consumers for the sake of finding and engaging with the consumers you want. The copy on your brand&rsquo;s website, and anywhere else, should answer three questions: Who are you? What do you do? And what are you like to deal with? 21<sup>st<\/sup> century consumers are no longer persuaded by words like &ldquo;friendly&rdquo;, &ldquo;reliable&rdquo;, &ldquo;honest&rdquo; and &ldquo;cutting edge&rdquo;,&nbsp;they want to see themselves in your company values. And if you successfully answer these three questions in your copy and take away your company logo, you should still be able to recognize your brand.<\/p>\r\n<h3>4.&nbsp;<strong>Create Habit Forming Products<\/strong><\/h3>\r\n<h6><span style=\"text-decoration: underline;\">Nir Eyal - Best-selling Author of &ldquo;Hooked: How to Build Habit-Forming Products\"<\/span><\/h6>\r\n<p>Nir Eyal took the quest to satisfy the consumer even further, analyzing the psychology of triggers, actions, rewards and investment. Did you know that scrolling down a news feed qualifies as a reward as people actively search (as action) for something they want to read and are rewarded when they find it? Facebook, Instagram and Pinterest certainly know this. Or what about that pesky red circle on your email app notifying you of un-read messages? Reading your messages and getting rid of that circle is also a trigger, action and reward, one that popular messaging app WhatsApp has taken full advantage of. So the question we need to be asking ourselves is, how can we create a desire for our customers to act, or an itch for them to scratch? And how do we keep them coming back for more and developing a relationship (or an investment) with our brand? &nbsp;<\/p>\r\n<p><img style=\"display: block; margin-right: auto; margin-left: auto;\" src=\"\/uploads\/images\/blog\/nir-hooked.jpg\" alt=\"Nir Eyal at Brand ManageCamp 2016\" width=\"600\" height=\"450\" \/><\/p>\r\n<p>People have always been the most important part of the equation in advertising, since the very dawn of time. But in the age of technology, it&rsquo;s up to marketers to not lose touch with the humanistic side of marketing. Our customers are people and just because they&rsquo;re now seeing ads on their smart phones more than ever before, doesn&rsquo;t mean that they no longer want to relate to our brands on a personal level and in a more meaningful way. So go out, conquer the internet and be fearless! But don&rsquo;t lose sight of the individual on the other side of the screen.<\/p>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/betty-white.gif\" alt=\"Betty White | I'm on Facebook \" width=\"500\" height=\"185\" \/><\/p>\r\n<table class=\"press\" width=\"100%\">\r\n<tbody>\r\n<tr>\r\n<td class=\"newsText\" valign=\"top\">\r\n<p><strong>Author:<\/strong>&nbsp; <a href=\"mailto:banks@blueskymkt.com\">Banks Farley<\/a>, Account Manager, Blue Sky Marketing<\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>&nbsp; &nbsp;&nbsp;<\/p>","date_modified":"2016-10-10 06:19:25","createdby":"24","modifiedby":"24","newsdate":"2016-10-07 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/andrew-davis-inspired.jpg","headingphoto":null,"meta_title":"New Marketing Strategies from Brand ManageCamp | Blue Sky Marketing","meta_desc":"New marketing strategies from Brand ManageCamp. ","is_hidden":"0","target":"","newslink":"\/blog\/1112\/insights-from-brand-managecamp-2016","thumbnail_display":"\/uploads\/images\/blog\/andrew-davis-inspired.jpg","taginfo":{"info":[{"newsid":"1112","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1112","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1112","catid":"8","category":"Marketing Conferences","slug":"marketing-conferences"},{"newsid":"1112","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1112","catid":"24","category":"Digital Marketing","slug":""}],"categories":["3","8","12","24"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/marketing-conferences\">Marketing Conferences<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>"},"src":"\/uploads\/images\/blog\/andrew-davis-inspired.jpg"},{"id":"1111","title":"Goldman Sachs 10,000 Small Businesses","dateadded":"2016-10-06 10:38:58","article":"<p>On Wednesday September 14, I stepped through the doors and became a part of Cohort 17 for the Houston class of the <a title=\"Goldman Sachs 10,000 Small Business\" href=\"http:\/\/www.goldmansachs.com\/citizenship\/10000-small-businesses\/US\/\" target=\"_blank\">Goldman Sachs 10,000 Small Businesses<\/a>&nbsp;program. &nbsp;With a course schedule that includes 19 weeknight or full-day workshops, my first thought was <strong>HOW<\/strong> as in how the heck am I going to fit this into my already jam-packed life.<\/p>\r\n<p>Before I get to impressions, let me tell you <strong>WHY<\/strong> I applied for the program. My company is now six (6!) years old. My original plan was to create a marketing strategy consultancy; as clients have \"demanded\" our daily implementation and execution&nbsp;have grown. The majority of our business is online marketing strategy and execution (somewhat a misnomer since all marketing these days is online but that's another blog). &nbsp;We've grown. We've built a really awesome company culture in an all-virtual team structure. &nbsp;Unplanned growth is <strong>Good<\/strong> so&nbsp;I figured a plan for growth would be <strong>Better<\/strong>. &nbsp;The Goldman Sachs program <a title=\"Results! \" href=\"http:\/\/www.goldmansachs.com\/citizenship\/10000-small-businesses\/US\/news-and-events\/babson-progress-report-2016.html\" target=\"_blank\">results<\/a>&nbsp;show that <em>10,000 Small Businesses<\/em> graduates consistently grow their revenues and create jobs at rates that outperform the broader economy. &nbsp;So, yes&nbsp;I want Blue Sky Marketing to be in that number (as we would say in my hometown New Orleans).&nbsp;<\/p>\r\n<p>Three weeks later, let me share my impressions of the program and the people.&nbsp;<\/p>\r\n<ul>\r\n<li><strong>There are many&nbsp;talented and brave entrepreneurs in the world. &nbsp;<\/strong>I knew this but sitting in a room full of them really brings it home. These people leave corporate America, start companies and brave the unknown. It's inspiring.&nbsp;<\/li>\r\n<\/ul>\r\n<ul>\r\n<li><strong>Focusing \"on the business\" is a good exercise for the perpetually busy.<\/strong> I have an ongoing laundry list in my head of things I should do; taking the time to go to the classes means I am writing them down and assigning due dates.&nbsp;<\/li>\r\n<\/ul>\r\n<ul>\r\n<li><strong>My upbringing in a wildly entrepreneurial family was a GIFT. &nbsp;<\/strong>There are people in this class learning things my dad taught me when I was 12. All those times that I rode with him to see Mr. Driscoll (his CPA) and review tax planning has paid dividends. The discipline my mom taught me from her fundraising phone calls led to tenacity. And having a sounding board of talented business people inside my own siblings&nbsp;has given me great perspective.&nbsp;<\/li>\r\n<\/ul>\r\n<p>I'll repost in a few months when the program ends to let you know how it turns out. If you're a reader&nbsp;who owns their own business and wants to learn more about the program, <a href=\"mailto:michelle@blueskymkt.com\" target=\"_blank\">reach out<\/a>.&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","date_modified":"2016-10-06 15:13:53","createdby":"12","modifiedby":"12","newsdate":"2016-10-07 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Michelle LeBlanc","thumbnail":"\/uploads\/images\/blog\/GS10k.jpg","headingphoto":null,"meta_title":"Learning and growing via the Goldman Sachs 10,000 Small Businesses | Blue Sky Marketing","meta_desc":"Learning and growing via the Goldman Sachs 10,000 Small Businesses program. Michelle LeBlanc from Blue Sky Marketing shares her experiences. ","is_hidden":"0","target":"","newslink":"\/blog\/1111\/goldman-sachs-10000-small-businesses","thumbnail_display":"\/uploads\/images\/blog\/GS10k.jpg","taginfo":{"info":[{"newsid":"1111","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1111","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1111","catid":"4","category":"Business Strategy","slug":"business-strategy"}],"categories":["3","4"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>"},"src":"\/uploads\/images\/blog\/GS10k.jpg"},{"id":"1110","title":"Leveraging Social Media: Do You Have to Pay to Play?","dateadded":"2016-10-06 07:16:34","article":"<p>Thanks to the <a href=\"http:\/\/www.fortbendchamber.com\/\" target=\"_blank\">Fort Bend Chamber of Commerce<\/a> for hosting the great lunch &amp; learn about social media.&nbsp;Here is the presentation highlighting all of the social media channels we discussed &amp; social advertising opportunities available.<\/p>\r\n<p>Click below to download the presentation, or <a href=\"\/uploads\/files\/10_05_16_FBCC_Leveraging_Social.pdf\" target=\"_blank\">download it here<\/a>.<\/p>\r\n<p><a title=\"Social Media Marketing Presentation\" href=\"\/uploads\/files\/10_05_16_FBCC_Leveraging_Social.pdf\" target=\"_blank\"><img src=\"\/uploads\/images\/blog\/BSM-Leveraging-Social.jpg\" alt=\"Leveraging Social Media\" width=\"400\" height=\"306\" \/><\/a><\/p>","date_modified":"2016-10-06 07:19:09","createdby":"13","modifiedby":"13","newsdate":"2016-10-06 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Kate Nilsen","thumbnail":"\/uploads\/images\/blog\/BSM-Leveraging-Social.jpg","headingphoto":null,"meta_title":"Fort Bend Chamber Presentation: Leveraging Social Media","meta_desc":"Thanks to the Fort Bend Chamber of Commerce for hosting the great lunch & learn about social media. Here is the presentation highlighting all of the social channels & social advertising opportunities available.","is_hidden":"0","target":"","newslink":"\/blog\/1110\/leveraging-social-media-do-you-have-to-pay-to-play","thumbnail_display":"\/uploads\/images\/blog\/BSM-Leveraging-Social.jpg","taginfo":{"info":[{"newsid":"1110","tagid":"101","tag":"LinkedIn marketing","slug":"linkedin-marketing"},{"newsid":"1110","tagid":"163","tag":"social media marketing","slug":"social-media-marketing"},{"newsid":"1110","tagid":"198","tag":"facebook ads","slug":"facebook-ads"},{"newsid":"1110","tagid":"199","tag":"twitter ads","slug":"twitter-ads"},{"newsid":"1110","tagid":"200","tag":"pinterest ads","slug":"pinterest-ads"},{"newsid":"1110","tagid":"201","tag":"youtube ads","slug":"youtube-ads"}],"tags":["101","163","198","199","200","201"],"taglinks":"<a href=\"\/blog\/tag\/linkedin-marketing\">LinkedIn marketing<\/a>, <a href=\"\/blog\/tag\/social-media-marketing\">social media marketing<\/a>, <a href=\"\/blog\/tag\/facebook-ads\">facebook ads<\/a>, <a href=\"\/blog\/tag\/twitter-ads\">twitter ads<\/a>, <a href=\"\/blog\/tag\/pinterest-ads\">pinterest ads<\/a>, <a href=\"\/blog\/tag\/youtube-ads\">youtube ads<\/a>"},"categoryinfo":{"info":[{"newsid":"1110","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/uploads\/images\/blog\/BSM-Leveraging-Social.jpg"},{"id":"1109","title":"Top Marketing Trends from the Recent Google Partners Event","dateadded":"2016-10-05 08:32:01","article":"<p>Blue Sky Marketing, a Google Premier Partner, recently participated in a digital marketing seminar conducted by Google on Sept. 28.<\/p>\r\n<p>In the webinar, Google representatives highlighted key digital marketing metrics, offered insights into digital consumer behavior, and detailed best practices for marketers. The webinar provided insights into what businesses need to keep in mind as they fine-tune their digital marketing efforts for 2017.&nbsp;<\/p>\r\n<h2><strong>Mobile is King<\/strong><\/h2>\r\n<p>The main theme of the webinar was mobile, mobile, mobile, with a discussion on trends in mobile ad spend and media consumption highlighting the seminar. Key takeaways included:&nbsp;<\/p>\r\n<ul>\r\n<li>Mobile media consumption has been rising steadily since 2011, while consumption metrics for all other media have remained stagnant.<\/li>\r\n<li>Mobile ad spend severely underweights time spent on mobile devices, allowing for a $22 billion potential for mobile ad spend.<\/li>\r\n<\/ul>\r\n<p>Statistics such as these show that if you are a business who is not taking mobile seriously, you are in danger of being left behind.<\/p>\r\n<h2><strong>Consumer Behavior Has Changed<\/strong><\/h2>\r\n<p>However, simply shifting your existing strategy onto a mobile platform is simply not going to work. The webinar highlighted how along with the shift in consumption and potential for increased ad spend, marketers must also be keenly aware of the changing trends in mobile usage.<\/p>\r\n<p>When it comes to modern mobile device usage, Google highlighted three key traits of users:&nbsp;<\/p>\r\n<ul>\r\n<li><strong>Immediacy of Action. <\/strong>Users have an idea they should be able to find what they need instantly. If you expect a user to search through your site for information, you are wrong.<\/li>\r\n<li><strong>Frictionless Experiences.<\/strong> In conjunction with the first principle, users have a higher expectation for a frictionless mobile experience and expect to navigate through your site without error. If something such as a contact form or a page loads incorrectly, data shows users will move on.<\/li>\r\n<li><strong>Loyalty to Needs Rather than Brands.<\/strong> Because users are increasingly putting a focus on immediacy of action and frictionless experiences in their mobile usage, data is showing that users are most likely to gravitate towards the sources that meet their needs rather than staying brand loyal.<\/li>\r\n<\/ul>\r\n<p>Also discussed in the webinar was how mobile site speed and optimization play a key part in supporting the above elements&nbsp;and is a critical component to the marketing mix.<\/p>\r\n<h2><strong>Partner with Blue Sky Marketing for your Mobile Marketing Needs<\/strong><\/h2>\r\n<p>As a Premier Partner, Blue Sky Marketing is recognized by Google as an agency that has consistently delivered performance and revenue growth for clients. The team at Blue Sky Marketing are digital marketing experts who can help potential clients make sense of the trends discussed in the webinar and evolve their marketing programs to the needs of the modern consumer.<\/p>\r\n<p>Contact <a href=\"\/\">Blue Sky Marketing<\/a>&nbsp;today to discuss what we can do for your business.<\/p>\r\n<p>A video of the Google webinar can be watched at <a href=\"https:\/\/youtu.be\/RiU9Ffg-Bg0\">https:\/\/youtu.be\/RiU9Ffg-Bg0<\/a><\/p>\r\n<p>&nbsp;<\/p>","date_modified":"2016-10-05 08:36:56","createdby":"19","modifiedby":"19","newsdate":"2016-10-05 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/googlelogo_color_272x92dp.png","headingphoto":null,"meta_title":"Marketing Trends from Google","meta_desc":"Blue Sky Marketing is recognized by Google as an agency that has consistently delivered performance and revenue growth for clients. Contact us today to discuss what we can do for your business.","is_hidden":"0","target":"","newslink":"\/blog\/1109\/top-marketing-trends-from-the-recent-google-partners-event","thumbnail_display":"\/uploads\/images\/blog\/googlelogo_color_272x92dp.png","taginfo":{"info":[{"newsid":"1109","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1109","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1109","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1109","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1109","catid":"13","category":"Responsive Website","slug":"responsive-website"},{"newsid":"1109","catid":"17","category":"Website","slug":"website"},{"newsid":"1109","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1109","catid":"26","category":"Mobile","slug":""},{"newsid":"1109","catid":"27","category":"Google","slug":""}],"categories":["3","9","12","13","17","24","26","27"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/responsive-website\">Responsive Website<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">Mobile<\/a>, <a href=\"\/blog\/category\/\">Google<\/a>"},"src":"\/uploads\/images\/blog\/googlelogo_color_272x92dp.png"},{"id":"1108","title":"We're Hiring a Search Engine Marketing (SEM) Specialist","dateadded":"2016-09-02 15:37:52","article":"<p><strong>Search Engine Marketing (SEM) Specialist<\/strong><\/p>\r\n<p>The ideal candidate must possess a keen understanding of online marketing, ideally in the B2C space, with a strong background in pay-per-click (PPC) management. This role requires the ability to operate on both a strategic and tactical level, touching all aspects of the search marketing roadmap including keyword management, creation of campaign messaging, bidding strategies, creative testing, attribution monitoring and analytics. Blue Sky Marketing is a certified Google Partner. This position is full time salaried with benefits, including attendance at industry-specific conferences.<\/p>\r\n<p><strong>Responsibilities<\/strong><\/p>\r\n<ul>\r\n<li>Execute tests, collect and analyze data, identify trends and insights in order to achieve maximum ROI in paid search campaigns<\/li>\r\n<li>Track, report, and analyze website analytics and PPC initiatives and campaigns<\/li>\r\n<li>Manage the day-to-day search marketing activities across multiple search engines (Google, Yahoo, MSN, Bing, etc.) including the campaign planning, implementation, budget management, performance review, and optimization of paid search campaigns.<\/li>\r\n<li>Integrate strategies and recommendations into other active marketing channels such as Email Marketing and Social Media.<\/li>\r\n<li>Manage campaign expenses, staying on budget, estimating monthly costs and reconciling discrepancies.<\/li>\r\n<li>Optimize copy and landing pages for search engine marketing<\/li>\r\n<li>Perform ongoing keyword discovery, expansion and optimization<\/li>\r\n<li>Research and analyze competitor advertising links<\/li>\r\n<li>Integration &ndash; work with broader advertising team to ensure communication synergies and other efficiencies across platforms.<\/li>\r\n<\/ul>\r\n<p><strong>Professional competencies<\/strong><\/p>\r\n<ul>\r\n<li>Passion for SEM and internet marketing<\/li>\r\n<li>Outstanding ability to think creatively, and identify and resolve problems<\/li>\r\n<li>Attention to detail and the ability to effectively multi-task in a deadline driven atmosphere<\/li>\r\n<li>Ability to clearly and effectively articulate thoughts and points<\/li>\r\n<li>High levels of integrity, autonomy, and self-motivation<\/li>\r\n<li>Excellent analytical, organizational, project management and time management skills<\/li>\r\n<\/ul>\r\n<p><strong>Requirements<\/strong><\/p>\r\n<ul>\r\n<li>Proven experience with concrete campaign portfolio<\/li>\r\n<li>Solid understanding of performance marketing, conversion, and online customer acquisition<\/li>\r\n<li>In-depth experience with website analytics tools<\/li>\r\n<li>Working knowledge of HTML, CSS, and JavaScript development and constraints<\/li>\r\n<li>Up-to-date with the latest trends and best practices in PPC<\/li>\r\n<li>Should hold some combination of the following certifications: Google AdWords Certification, Google Analytics Certification, Yahoo Ambassador, etc.<\/li>\r\n<li>BS\/BA degree required in a marketing or quantitative, test-driven field<\/li>\r\n<\/ul>\r\n<p><strong>About Blue Sky Marketing:&nbsp;<\/strong>We're a virtual company, with a&nbsp;<a href=\"http:\/\/qz.com\/161210\/zappos-is-going-holacratic-no-job-titles-no-managers-no-hierarchy\/\">holacratic<\/a>&nbsp;organizational structure and a kickass culture of doing what is right for our customers to achieve their business goals. Everyone at Blue Sky Marketing participates in daily implementation of marketing programs; we have no theoretical strategy-only positions. Blue Sky Marketing typically pays above-market compensation, provides health insurance and spends copiously on training of team members.<\/p>\r\n<p><strong>Contact<\/strong>: Qualified candidates send resumes via email to jobs@blueskymkt.com.<\/p>\r\n<p>&nbsp;<\/p>","date_modified":"2016-09-02 15:38:05","createdby":"19","modifiedby":"19","newsdate":"2016-09-02 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"","headingphoto":null,"meta_title":"Search Engine Marketing (SEM) Specialist","meta_desc":"","is_hidden":"0","target":"","newslink":"\/blog\/1108\/were-hiring-a-search-engine-marketing-sem-specialist","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"1108","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1108","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1108","catid":"7","category":"Houston","slug":"houston"},{"newsid":"1108","catid":"21","category":"AdWords","slug":""},{"newsid":"1108","catid":"23","category":"Career","slug":""},{"newsid":"1108","catid":"24","category":"Digital Marketing","slug":""},{"newsid":"1108","catid":"25","category":"Hiring","slug":""}],"categories":["3","7","21","23","24","25"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/houston\">Houston<\/a>, <a href=\"\/blog\/category\/\">AdWords<\/a>, <a href=\"\/blog\/category\/\">Career<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>, <a href=\"\/blog\/category\/\">Hiring<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"1104","title":"Sound Advice from SocialPro 2016","dateadded":"2016-07-15 08:00:06","article":"<p>The SocialPro 2016 marketing conference was two days packed full of helpful refreshers and new insights about paid and organic social media strategies and tactics. Ideally, it would take several blogs to break down all of the nuggets of goodness, but I&rsquo;ve selected a couple key takeaways to help you improve your social marketing.<strong>&nbsp;<\/strong><\/p>\r\n<table>\r\n<tbody>\r\n<tr>\r\n<td><img src=\"\/uploads\/images\/blog\/13502519_1410924885591283_4285659398223006103_o.jpg\" alt=\"\" width=\"300\" height=\"225\" \/><\/td>\r\n<td><img src=\"\/uploads\/images\/blog\/13517418_1410924802257958_4272807602158962992_o.jpg\" alt=\"\" width=\"300\" height=\"225\" \/><\/td>\r\n<td><img src=\"\/uploads\/images\/blog\/13490738_1410933858923719_3129554214373700249_o.jpg\" alt=\"\" width=\"300\" height=\"225\" \/><\/td>\r\n<td><img src=\"\/uploads\/images\/blog\/13502902_1410926245591147_4129028432424406651_o.jpg\" alt=\"\" width=\"300\" height=\"225\" \/><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h5>&nbsp;&ldquo;To&nbsp;avoid&nbsp;excessive&nbsp;remarketing&nbsp;don't&nbsp;create&nbsp;campaigns&nbsp;based&nbsp;on&nbsp;commonly visited&nbsp;pages&nbsp;and&nbsp;specify&nbsp;users&nbsp;visit&nbsp;at&nbsp;least&nbsp;twice.&rdquo;&nbsp;&ndash; Sarah Humphrey, Director of Social Media, Page Zero Media<\/h5>\r\n<p>Have you ever visited a website and realized you are in the wrong place? You immediately left or &ldquo;bounced&rdquo; and then start seeing ads in your social feeds for that website. This is known as remarketing. We all think these ads are a nuisance if they&rsquo;re not relevant or helpful. As marketers, we want to make sure we&rsquo;re reaching the right people, at the right time, with the right message. Sarah Humphrey advises marketers to set guidelines for remarketing to people who visit your website at least twice. And through Facebook advertising, you can create your ideal scenario for remarketing that goes even deeper.<\/p>\r\n<h5>&ldquo;Just because you can track something, doesn&rsquo;t mean you should&rdquo; &ndash; John Lee, Managing Partner, Clix Marketing<\/h5>\r\n<p>We live in a sea of never-ending data. Rather than getting bogged down with too many details, be sure to define what success means to you. Once you have a good idea of what success looks like internally, you can create metrics you want to track. The way you define success will ultimately affect how you optimize and segment. Doing this will save your team a lot of time and a lot of headaches.<\/p>\r\n<h5>&ldquo;Follow the bright and shiny.&rdquo; &ndash; Karianne Stinson, Marketing Manager, Microsoft<\/h5>\r\n<p>Karianne gave us countless insights into decoding the Facebook newsfeed. When Facebook rolls out a new feature, they adjust their algorithm to show preference to that feature. Right now that&rsquo;s Facebook Live &ndash; have you tried it out? Make sure you&rsquo;re following industry trends and hop on the bandwagon<em><strong> if it makes sense for your brand<\/strong><\/em> &ndash; and I can&rsquo;t stress that enough. You don&rsquo;t want to be the wrong note in a string quartet because you&rsquo;re a flute player. People simply won&rsquo;t engage with your content if it&rsquo;s inappropriate and out of place.<\/p>\r\n<h5>&ldquo;Instagram is about the experience, not the sell. Be true to the platform.&rdquo; &ndash; Dave Roth, CEO, Emergent Digital<\/h5>\r\n<p>With the introduction of Instagram advertising users are likely seeing their fair share of out-of-place ads (see the string quartet reference above). I&rsquo;m not saying that Instagram is a snooty platform, but users there have standards, and if you&rsquo;re not living up to them they will kick you out. Dave Roth touched on ensuring your Instagram visuals are on-point &ndash; appealing, aspirational, authentic and creative. A successful post needs to have minimal text, subtle branding and appropriate, brand-related hashtags (and not too many). A hashtag is only as useful as its following. Also, make sure that when you&rsquo;re creating Facebook ads you&rsquo;re not clicking the button that says &ldquo;add to Instagram&rdquo;. Keep them separate.&nbsp;<\/p>\r\n<p><strong>See you next year, SocialPro!<\/strong>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<table class=\"press\" width=\"100%\">\r\n<tbody>\r\n<tr>\r\n<td class=\"newsText\" valign=\"top\">\r\n<p><strong>Author:<\/strong> &nbsp;<a title=\"Email me! \" href=\"mailto:jennifer@blueskymkt.com\">Jennifer Philips<\/a>,&nbsp;Digital Project Manager &amp; Facebook Advertising Manager, Blue Sky Marketing<\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>&nbsp;<\/p>","date_modified":"2016-07-21 08:17:40","createdby":"19","modifiedby":"19","newsdate":"2016-07-21 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/13502519_1410924885591283_4285659398223006103_o.jpg","headingphoto":null,"meta_title":"SocialPro 2016 Conference Takeaways","meta_desc":"Jennifer of Blue Sky Marketing in Houston discusses her social media learnings at the Social Pro 2016 Conference. ","is_hidden":"0","target":"","newslink":"\/blog\/1104\/sound-advice-from-socialpro-2016","thumbnail_display":"\/uploads\/images\/blog\/13502519_1410924885591283_4285659398223006103_o.jpg","taginfo":{"info":[{"newsid":"1104","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1104","catid":"8","category":"Marketing Conferences","slug":"marketing-conferences"},{"newsid":"1104","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1104","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["8","12","14"],"categorylinks":"<a href=\"\/blog\/category\/marketing-conferences\">Marketing Conferences<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/uploads\/images\/blog\/13502519_1410924885591283_4285659398223006103_o.jpg"},{"id":"1105","title":"2 Days, Many Tweets: SocialPro 2016","dateadded":"2016-07-15 08:13:32","article":"<p>Marketers sometimes joke that the only people who are on Twitter are marketers at conferences, and some days I am inclined to agree. Below is a snapshot of the SocialPro 2016 conference pulled from my Twitter feed. <a href=\"https:\/\/twitter.com\/jenphillips88\" target=\"_blank\">Follow me on Twitter<\/a>&nbsp;for the next time I'm at a conference. Enjoy!<\/p>\r\n<table>\r\n<tbody>\r\n<tr>\r\n<td><img src=\"\/uploads\/images\/blog\/13502519_1410924885591283_4285659398223006103_o.jpg\" alt=\"\" width=\"300\" height=\"225\" \/><\/td>\r\n<td><img src=\"\/uploads\/images\/blog\/13568760_1410929635590808_7564608053918220910_o.jpg\" alt=\"\" width=\"300\" height=\"225\" \/><\/td>\r\n<td><img src=\"\/uploads\/images\/blog\/13490738_1410933858923719_3129554214373700249_o.jpg\" alt=\"\" width=\"300\" height=\"225\" \/><\/td>\r\n<td><img src=\"\/uploads\/images\/blog\/ClaidQzUYAExe39.jpg\" alt=\"\" width=\"300\" height=\"225\" \/><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>&nbsp;<\/p>\r\n<h5 style=\"text-align: left;\"><strong>Facebook and Instagram<\/strong><\/h5>\r\n<p style=\"text-align: left;\">Facebook and Instagram account for 20% of time spent on mobile. Think about that.&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a><\/p>\r\n<p style=\"text-align: left;\">You have a shorter time to grab attention on Facebook, but a chance to reach a lot more viewers. <a href=\"https:\/\/twitter.com\/AdamGausepohl\" target=\"_blank\">@AdamGausepohl<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a>&nbsp;<\/p>\r\n<p style=\"text-align: left;\">\"Most of the globe is still unconnected.\" <a href=\"https:\/\/twitter.com\/facebook\" target=\"_blank\">@facebook<\/a>&nbsp;aims to change that.&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a><\/p>\r\n<p style=\"text-align: left;\">To avoid excessive remarketing don't create campaigns based on commonly visited pages and specify users visit at least twice.&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a><\/p>\r\n<h5 style=\"text-align: left;\"><strong>Measurement and Analytics<\/strong><\/h5>\r\n<p style=\"text-align: left;\">Did it really fail or did we fail to measure it? <a href=\"https:\/\/twitter.com\/kmullett\" target=\"_blank\">@kmullett<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a><\/p>\r\n<p style=\"text-align: left;\">Don't forget to evaluate content AFTER it goes live. What worked? What didn't? Keep track of that. <a href=\"https:\/\/twitter.com\/caitlinangeloff\" target=\"_blank\">@caitlinangeloff<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a><\/p>\r\n<p style=\"text-align: left;\">Unless you can travel back in time... all the time... you have to tag everything. <a href=\"https:\/\/twitter.com\/portentint\" target=\"_blank\">@portentint <\/a><a href=\"https:\/\/twitter.com\/googleanalytics\" target=\"_blank\">@googleanalytics<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/search?q=%23utmcodes&amp;src=typd\" target=\"_blank\">#utmcodes<\/a><\/p>\r\n<p style=\"text-align: left;\">Last-click social attribution is the unicorn. <a href=\"https:\/\/twitter.com\/portentint\" target=\"_blank\">@portentint<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a><\/p>\r\n<p style=\"text-align: left;\">Whatever your goal is, try to get people back to your site and tag the items you can control. <a href=\"https:\/\/twitter.com\/armondhammer\" target=\"_blank\">@armondhammer<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a>&nbsp;<\/p>\r\n<h5 style=\"text-align: left;\"><strong>Content<\/strong><\/h5>\r\n<p style=\"text-align: left;\">The rise in the production of content is growing faster than our ability to consume it. <a href=\"https:\/\/twitter.com\/hashtag\/QualityOverQuantity?src=hash\">#QualityOverQuantity<\/a> <a href=\"https:\/\/twitter.com\/206andrew\">@206andrew&nbsp;<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a><a href=\"https:\/\/twitter.com\/206andrew\">&nbsp;<\/a><\/p>\r\n<p style=\"text-align: left;\">People don't want to engage with logos, they want to engage with people.&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/CarlosGil83\" target=\"_blank\">@CarlosGil83<\/a><\/p>\r\n<p style=\"text-align: left;\">Get granular with your content &ndash; have different content to satisfy multiple needs. <a href=\"https:\/\/twitter.com\/caitlinangeloff\" target=\"_blank\">@caitlinangeloff<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a><\/p>\r\n<p style=\"text-align: left;\">If your content is relevant, people are going to engage with it no matter what. <a href=\"https:\/\/twitter.com\/SarahAHumphrey\">@SarahAHumphrey<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\">#SocialPro<\/a>&nbsp;<\/p>\r\n<h5 style=\"text-align: left;\"><strong>Pinterest<\/strong><\/h5>\r\n<p style=\"text-align: left;\">Power Marketing with <a href=\"https:\/\/twitter.com\/Pinterest\" target=\"_blank\">@Pinterest<\/a>: It takes a pin 3.5 months to get 50% of its engagement. <a href=\"https:\/\/twitter.com\/Matt_Siltala\" target=\"_blank\">@Matt_Siltala<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a>&nbsp;&nbsp;<\/p>\r\n<p style=\"text-align: left;\">With Pinterest ads, you pay for the initial click, and the residual clicks over the next 7 months are earned media.&nbsp;<a href=\"https:\/\/twitter.com\/brittanymohr\" target=\"_blank\">@brittanymohr<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a>&nbsp;<\/p>\r\n<p style=\"text-align: left;\">Hot off the presses &ndash; Pinterest just rolled out custom audience targeting.&nbsp;<a href=\"https:\/\/twitter.com\/brittanymohr\" target=\"_blank\">@brittanymohr<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a>&nbsp;<\/p>\r\n<p style=\"text-align: left;\">A longer shelf life means greater returns&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/brittanymohr\" target=\"_blank\">@brittanymohr<\/a>&nbsp;<\/p>\r\n<p style=\"text-align: left;\">You're reaching people who are open to new ideas. No other platform has such a receptive audience.&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/brittanymohr\" target=\"_blank\">@brittanymohr<\/a>&nbsp;<\/p>\r\n<h5 style=\"text-align: left;\"><strong>Emerging<\/strong><\/h5>\r\n<p style=\"text-align: left;\">Video is not right for every audience, every time. Determine what works &ndash; and what doesn't! <a href=\"https:\/\/twitter.com\/Karianne\" target=\"_blank\">@Karianne<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/thepaulmeyers\" target=\"_blank\">@thepaulmeyers<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a>&nbsp;<\/p>\r\n<p style=\"text-align: left;\">Broad target? Put up a billboard. LinkedIn advertising is more of a sniper rifle. <a href=\"https:\/\/twitter.com\/wilcoxaj\" target=\"_blank\">@wilcoxaj<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a>&nbsp;<\/p>\r\n<p style=\"text-align: left;\"><a href=\"https:\/\/twitter.com\/Snapchat\" target=\"_blank\">@Snapchat<\/a>&nbsp;is the most active social network behind <a href=\"https:\/\/twitter.com\/facebook\" target=\"_blank\">@facebook<\/a>&nbsp;&ndash; that's something.&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/CarlosGil83\" target=\"_blank\">@CarlosGil83<\/a>&nbsp;<\/p>\r\n<p style=\"text-align: left;\">As of 2017, millennials are slated to outspend baby boomers. Are you ignoring this segment? <a href=\"https:\/\/twitter.com\/CarlosGil83\" target=\"_blank\">@CarlosGil83<\/a>&nbsp;<a href=\"https:\/\/twitter.com\/hashtag\/SocialPro?src=hash\" target=\"_blank\">#SocialPro<\/a>&nbsp;<\/p>\r\n<p style=\"text-align: left;\">&nbsp;<\/p>\r\n<p style=\"text-align: left;\"><strong>Author:<\/strong> &nbsp;<a title=\"Email me! \" href=\"mailto:jennifer@blueskymkt.com\">Jennifer Philips<\/a>,&nbsp;Digital Project Manager &amp; Facebook Advertising Manager, Blue Sky Marketing<\/p>","date_modified":"2016-07-15 10:45:54","createdby":"19","modifiedby":"19","newsdate":"2016-07-15 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/13490738_1410933858923719_3129554214373700249_o.jpg","headingphoto":null,"meta_title":"SocialPro 2016 | Blue Sky Marketing Blog ","meta_desc":"","is_hidden":"0","target":"","newslink":"\/blog\/1105\/2-days-many-tweets-socialpro-2016","thumbnail_display":"\/uploads\/images\/blog\/13490738_1410933858923719_3129554214373700249_o.jpg","taginfo":{"info":[{"newsid":"1105","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1105","catid":"8","category":"Marketing Conferences","slug":"marketing-conferences"},{"newsid":"1105","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1105","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"1105","catid":"24","category":"Digital Marketing","slug":""}],"categories":["8","12","14","24"],"categorylinks":"<a href=\"\/blog\/category\/marketing-conferences\">Marketing Conferences<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>"},"src":"\/uploads\/images\/blog\/13490738_1410933858923719_3129554214373700249_o.jpg"},{"id":"1103","title":"Snapchat: What a Trip Around the Baltic Taught Me","dateadded":"2016-07-10 12:16:40","article":"<p>Social Media is an evolution of how people choose to connect on the internet - these days, Facebook&nbsp;for staying connected with family, friends and acquaintances, Twitter for news, what's trending and quick thoughts, Pinterest for inspiration, Instagram for artistic visual expression and now Snapchat for expressing even the most trivial part of your day with image or video. As I recently traveled around the Baltic Sea, I got a look at how people of many nations use <a title=\"Snapchat Social Media\" href=\"https:\/\/www.snapchat.com\/\" target=\"_blank\">Snapchat<\/a>, the dynamic the app generates among its users and what brands are doing to engage with the 100 million users who are contributing to&nbsp;<a title=\"Snapchat Tops 10 Billion Daily Video Views\" href=\"https:\/\/www.snapchat.com\/ads\" target=\"_blank\">100 billion daily video views<\/a>.<\/p>\r\n<p>Below are just a few places I saw and used Snapchat - the Houston airport saying goodbye to the heat, the Vasa Museum in Stockholm with a dedicated Selfie Spot of&nbsp;the best view of the 18th century warship behind you, and my favorite surprise from Russia - the&nbsp;immigration officer had a sense of humor to add stamps to my Passport on the page with the bear (from Russia with love.) And from all my snapping and observing how it was being used, read on for some of what I learned.<\/p>\r\n<table style=\"margin-left: auto; margin-right: auto;\" cellspacing=\"10\">\r\n<tbody>\r\n<tr>\r\n<td><img src=\"\/uploads\/images\/blog\/Snapchat-Stickers.jpg\" alt=\"Snapchat - Small Moments\" width=\"169\" height=\"300\" \/><\/td>\r\n<td><img src=\"\/uploads\/images\/blog\/Snapchat-SelfieSpot.jpg\" alt=\"Snapchat or Instagram - Selfie Spot\" width=\"225\" height=\"300\" \/><\/td>\r\n<td><img src=\"\/uploads\/images\/blog\/Snapchat-Small-Moments.jpg\" alt=\"\" width=\"169\" height=\"300\" \/><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h3>Individuals Publishing Content, The Big &amp; The Small...IRL<\/h3>\r\n<p>Snapchat is very much a look at <strong>everyday moments of friends<\/strong> - IRL (In Real Life). Their tag line \"Life's more fun when you live in the moment!\" certainly sums up the motivation users have for opening Snapchat versus other social platforms. With most users using My Story these days over&nbsp;the messaging part of the app, some would call it an app of narcissism&nbsp;- publishing every moment of your life for anyone to see in My Story. Users likely look at it as a way to visually share the big and the small moments of their lives with friends. Why text \"I'm bored standing in this immigration line\" when you can snap a selfie of a funny face with a sticker on it instead? (<strong>True story, witnessed in Copenhagen.<\/strong>)&nbsp;<\/p>\r\n<p>Part of the booming content created on Snapchat is that with any bit of content shows for only 5 seconds or so and disappears in 24 hours, there's no fear of detailed analysis of the quality of the content. It is disposable if not done well. If it is a stroke of genius, you can save to your <a title=\"Snapchat Memories\" href=\"https:\/\/youtu.be\/nm1RfWn0tQ8\" target=\"_blank\">Memories<\/a>&nbsp;(the newest update) or download to share to other platforms.<\/p>\r\n<h3>Entertainment Is&nbsp;Part of&nbsp;Content Creation<\/h3>\r\n<p>Our cruise ship had engine trouble which delayed us almost a full day and with an unfortunate extra day at sea, we had some fun with selfie lenses...perhaps a bit too much fun adding dog ears, face swaps, lifting eyebrows to engage with the app and capturing a unique video. The newest way brands are getting in on this is by offering sponsored lenses, of which you have a few examples I enjoyed playing with below!&nbsp;<\/p>\r\n<table style=\"margin-left: auto; margin-right: auto;\" cellspacing=\"10\">\r\n<tbody>\r\n<tr>\r\n<td><img src=\"\/uploads\/images\/blog\/Snap-Lens.jpg\" alt=\"Snapchat Lens\" width=\"169\" height=\"300\" \/><\/td>\r\n<td style=\"text-align: center;\"><img src=\"\/uploads\/images\/blog\/Snap-Lens2.jpg\" alt=\"\" width=\"169\" height=\"300\" \/><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<h3>Geography Leads to Artistic&nbsp;Expression &amp; FOMO<\/h3>\r\n<p>Since I was on the move on a daily basis, I quickly saw how changing your geography changed what you'd see and how you could contribute on the app. The <a title=\"Snapchat geofilters\" href=\"https:\/\/www.snapchat.com\/geofilters\" target=\"_blank\">geofilters<\/a>&nbsp;you can add&nbsp;to your photos from local artists that would help you share your location with some local flare.&nbsp;&nbsp;<\/p>\r\n<table style=\"margin-left: auto; margin-right: auto;\" cellspacing=\"10\">\r\n<tbody>\r\n<tr>\r\n<td><img src=\"\/uploads\/images\/blog\/Snapchat-Geofilter.jpg\" alt=\"Snapchat Geofilter\" width=\"169\" height=\"300\" \/><\/td>\r\n<td><img src=\"\/uploads\/images\/blog\/Snapchat-Geofilter2.jpg\" alt=\"Snapchat Geofilter - Stockholm\" width=\"169\" height=\"300\" \/><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>Another experience was how you can&nbsp;participate in or see Live Stories displayed&nbsp;based on where you are and when you get online.&nbsp;As an example, we traveled through London the day after the Brexit vote on a short layover on our way to Copenhagen. While there, I picked up a newspaper, with headlines printed before the final tally so were prematurely (and tentatively) calling it victory for Remain instead of the eventual Leave win. For the 30&nbsp;minutes I was in the UK, I had the opportunity to contribute to the Brexit Live Story, but once arriving at my final destination, I no longer could. It led to serious FOMO (Fear Of Missing Out) for the rest of the trip; I needed to <strong>snap in the moment<\/strong> (not put off until later) or I could risk missing out on being part of a trending Live Story.<\/p>\r\n<h3>How Brands Can Use Snapchat<\/h3>\r\n<p>From the lens of a&nbsp;<a title=\"Content Marketing from ClickZ Live\" href=\"\/blog\/1102\/the-content-marketing-formula\">traditional content marketing formula<\/a>&nbsp;(a great synopsis of this as explained from our ClickZ experience) which starts with a \"rock\" or piece of unwavering content from which all of your social editorial is driven,&nbsp;I've always been skeptical of how the ephemeral nature of Snapchat could achieve brand objectives.<\/p>\r\n<p>With what I've learned from this trip, I see it two ways - <span class=\"highlight\">entertain or be&nbsp;a part of a unique memory in a timely and geographically relevant way.&nbsp;<\/span><\/p>\r\n<h4>Entertain &amp; Engage<\/h4>\r\n<ol>\r\n<li>Great case study is <strong>LACMA<\/strong> in Los Angeles whose Snapchat strategy brings interest to classical art with pop culture.&nbsp;<a title=\"Snapchat Content Strategy\" href=\"http:\/\/www.wearesweet.co\/culture\/art-design\/news\/a705\/the-art-of-snapchat-perfection\/\" target=\"_blank\">See&nbsp;examples of their great work here.<\/a><\/li>\r\n<li><strong>Netflix<\/strong> launched the new season of Orange is the New Black in Denmark with a huge activation in the middle of the city where you could faceswap with characters from the show. The engagement really came from the entertainment users find in the app.&nbsp;<a title=\"Instagram Hashtag #OITNBSwap\" href=\"https:\/\/www.instagram.com\/explore\/tags\/oitnbswap\/\" target=\"_blank\">See some of the posts on Instagram.<\/a><\/li>\r\n<li><strong>Budweiser<\/strong> offered a sponsored&nbsp;lens&nbsp;for 4th of July for their \"America\" beer. Great timing and played into their brand message with their America packaging of the summer.&nbsp;<\/li>\r\n<li><strong>Birchbox<\/strong> dove into&nbsp;snapping every&nbsp;day using a box and answering questions from their followers, from what I've heard from their team at ClickZ.&nbsp;<\/li>\r\n<li>See this infographic by Marketo about <a href=\"http:\/\/blog.marketo.com\/2014\/02\/infographic-leveraging-snapchat-for-brands.html\" target=\"_blank\">how to get started on Snapchat<\/a>&nbsp;and engage broader audiences.<\/li>\r\n<\/ol>\r\n<p><img style=\"display: block; margin-left: auto; margin-right: auto;\" src=\"\/uploads\/images\/blog\/Snapchat.jpg\" alt=\"Snapchat Promo in Copenhagen\" width=\"400\" height=\"200\" \/><\/p>\r\n<h4>Share in the Snap<\/h4>\r\n<ol>\r\n<li><strong><a title=\"Snapchat Geofilter\" href=\"https:\/\/www.snapchat.com\/on-demand\" target=\"_blank\">Create a geofilter<\/a><\/strong>&nbsp;- now small businesses can create a branded filter, set your geofencing and schedule. This is great for events or generating awareness around your store location. According to Snapchat, \"In the US, a single National Sponsored Geofilter typically reaches <span class=\"highlight\">40% to 60%<\/span> of daily Snapchatters.\"<\/li>\r\n<\/ol>\r\n<h3>The Challenges for Brands<\/h3>\r\n<p>The number one challenge for many brands with using Snapchat is the time it requires to take on another social platform which requires \"in the moment\" content creation. As you can read from LACMA's case study above, the innovative strategy they employ requires hours of planning before an additional hour or so of snapping. Furthermore, of the 100 million users, the core demographic is younger, female Millennials (70% female, 43% ages 18-24) according to <a href=\"http:\/\/www.emarketer.com\/Article\/Want-Reach-Millennials-Say-Hello-Snapchat\/1011871or-brands.html\" target=\"_blank\">eMarketer<\/a>.&nbsp;<\/p>\r\n<p>Want to develop your organization's social media strategy? <a href=\"\/contact\">Contact Blue Sky Marketing<\/a>&nbsp;to discuss the right platform and the right content strategy for you.<\/p>\r\n<p>&nbsp;<\/p>\r\n<p><strong>Author:<\/strong> Kate Wiggins Nilsen,&nbsp;Digital Marketing Strategist &amp; Social Media Advertising Director, Blue Sky Marketing.<\/p>","date_modified":"2016-07-15 10:48:23","createdby":"13","modifiedby":"19","newsdate":"2016-07-11 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Kate Nilsen","thumbnail":"\/uploads\/images\/blog\/Snapchat.jpg","headingphoto":null,"meta_title":"Snapchat as Part of a Social Media Marketing Strategy","meta_desc":"Snapchat is a growing social media platform with 100 million users and 100 billion videos watched daily. A trip around Scandinavia gave me a look at how it's being used in Europe.","is_hidden":"0","target":"","newslink":"\/blog\/1103\/snapchat-what-a-trip-around-the-baltic-taught-me","thumbnail_display":"\/uploads\/images\/blog\/Snapchat.jpg","taginfo":{"info":[{"newsid":"1103","tagid":"56","tag":"digital marketing","slug":"digital-marketing"},{"newsid":"1103","tagid":"162","tag":"social media","slug":"social-media"},{"newsid":"1103","tagid":"195","tag":"Snapchat","slug":"snapchat"}],"tags":["56","162","195"],"taglinks":"<a href=\"\/blog\/tag\/digital-marketing\">digital marketing<\/a>, <a href=\"\/blog\/tag\/social-media\">social media<\/a>, <a href=\"\/blog\/tag\/snapchat\">Snapchat<\/a>"},"categoryinfo":{"info":[{"newsid":"1103","catid":"2","category":"apps","slug":"apps"},{"newsid":"1103","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"1103","catid":"15","category":"Technology","slug":"technology"},{"newsid":"1103","catid":"24","category":"Digital Marketing","slug":""}],"categories":["2","14","15","24"],"categorylinks":"<a href=\"\/blog\/category\/apps\">apps<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/technology\">Technology<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>"},"src":"\/uploads\/images\/blog\/Snapchat.jpg"},{"id":"1106","title":"Blue Sky Marketing Receives Google Premier Partner Status","dateadded":"2016-07-21 03:55:18","article":"<p><strong><img style=\"float: left; margin: 10px;\" src=\"\/uploads\/images\/blog\/premier-google-partner.png\" alt=\"Google Premier Partner\" width=\"350\" height=\"120\" \/>Blue Sky Marketing<\/strong>, a long-time Google Partner Agency, was recently awarded to Google&rsquo;s top-tier of Partnership status, <strong>Google Premier Partner<\/strong>. <br \/><br \/>Marketing companies who qualify for Premier Partner have demonstrated AdWords skill and expertise, met AdWords spend requirements, delivered agency and client revenue growth, and sustained and grown their&nbsp;client base.<br \/><br \/><strong>Premier Partners have increased contact with Google<\/strong>. They receive special information and support not available any other way. Google staff assist Premier Partners at all levels of their business, from technical support to accounts management. This helps Premier Partners deliver better Google advertising packages to their clients.<br \/><br \/>The new, upgraded Partnership promises to provide even more AdWords support, plus new trainings, beta access, competitive insights, account analysis and more.<br \/><br \/>Considering a change to the management of your paid ad program, let us <a href=\"\/contact\">know<\/a>.&nbsp;<\/p>","date_modified":"2016-07-21 04:08:06","createdby":"12","modifiedby":"12","newsdate":"2016-07-01 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Michelle LeBlanc","thumbnail":"\/uploads\/images\/blog\/premier-google-partner.png","headingphoto":null,"meta_title":"Blue Sky Marketing is a Google Premier Partner","meta_desc":"Houston based Blue Sky Marketing is now a Google Premier Partner. Learn more about what that means to you. ","is_hidden":"0","target":"","newslink":"\/blog\/1106\/blue-sky-marketing-receives-google-premier-partner-status","thumbnail_display":"\/uploads\/images\/blog\/premier-google-partner.png","taginfo":{"info":[{"newsid":"1106","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1106","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1106","catid":"21","category":"AdWords","slug":""}],"categories":["3","21"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/\">AdWords<\/a>"},"src":"\/uploads\/images\/blog\/premier-google-partner.png"},{"id":"1101","title":"Being President of AMA Houston","dateadded":"2016-06-02 11:02:07","article":"<p>It's a beautiful Saturday afternoon in Houston, Texas with the heat index somewhere near 110 degrees. &nbsp;I've just arrived home from a planning retreat for the American Marketing Association Houston chapter's Board of Directors.&nbsp;<\/p>\r\n<p><img style=\"margin: 10px; float: right;\" src=\"\/uploads\/images\/blog\/Tracie__President_Elect_AMA_Houston.jpg\" alt=\"Tracie, President Elect 2016 - 2017\" width=\"250\" height=\"188\" \/>From July 1, 2015 through June 30, 2016 I had the distinct pleasure to serve as President of the American Marketing Association - Houston chapter. I appreciate the faith and trust that the 1,110+ members and 40+ person board put in me to lead for a year.&nbsp;<\/p>\r\n<p><span style=\"text-decoration: underline;\"><strong>What I've Come to Appreciate&nbsp;in the past year:&nbsp;<\/strong><\/span><\/p>\r\n<p>1. &nbsp;<strong>Herding Cats would be easier.<\/strong> AMA Houston's board is made up of some of the best minds in marketing in the 4th largest city in America. They are smart, creative, questioning, and full of ideas. &nbsp;Their energy is boundless which makes reaching consensus a sometimes&nbsp;<a href=\"https:\/\/en.wikipedia.org\/wiki\/Sisyphus\">Sisyphean<\/a>&nbsp;task. &nbsp;<\/p>\r\n<p>2. <strong>Resilience is important<\/strong>. &nbsp;You can't measure yourself to past years or other people's expectations. The Houston chapter has long been award-winning; it would be easy to compare to prior years and be defeatist in comparison but I learned to persevere and keep trying new things. We ended on several high notes having achieved most of our goals and even surprising ourselves on some.&nbsp;<\/p>\r\n<p>3. <strong>Team Building is more challenging&nbsp;with volunteers<\/strong>. I own my own company. When I want team building impact, I can hire trainers, block out an afternoon and fix the problem. Barring vacations, everyone is on board. With volunteers, you have to work harder to fit your initiatives into their lives.&nbsp;<\/p>\r\n<p>4. <strong>Professional Organizations change lives<\/strong>. You might think that volunteering with a professional organization is somehow less \"worthwhile\" than a children's cause or a animal rights group or a homeless organization but I think that's because you haven't tried it. Helping a college student build a network and get their first job is rewarding. Helping people laid off as oil approached $27 per barrel feel&nbsp;hopeful of their prospects has value. Sharing professional education so that people can earn a living and raise their families in a field they are passionate about is AMAZING.&nbsp;<\/p>\r\n<p><span style=\"text-decoration: underline;\"><strong>What I've Gained in the past year:<\/strong><\/span><\/p>\r\n<p>1. <strong>Awareness of&nbsp;Friendships<\/strong>. It's one thing to have colleagues you have met from time to time at events. It's another thing entirely to have friends who you can call and get a pep talk at a moment's notice, or people who offer to support events or activities. &nbsp;AMA Houston has delivered that in spades.&nbsp;<\/p>\r\n<p>2. <strong>Sense of Self<\/strong>. &nbsp;With age comes wisdom? &nbsp;The past year was a BEAST. &nbsp;As a 4 a.m. riser, my typical work week is 55 to 60 hours. &nbsp;Adding in AMA Houston added about 10 hours per week on average. And I survived it. Not only survived; I thrived. My company grew, my client base grew and I am still happily married. &nbsp;My life was enriched from the experience and I know that I can handle the next challenge. I also know that all I missed were a couple of hours of mindless television here and there;&nbsp;my brain is likely better off as a result.&nbsp;<\/p>\r\n<p>3. <strong>Appreciation for my <a href=\"\/\">Blue Sky Marketing<\/a>&nbsp;Team<\/strong>. My team is a solid group of rock star marketers. I could say so much more but they absolutely handled my last minute AMA requests, their regular client load, and pitched in to help me more than once.&nbsp;<\/p>\r\n<p><span style=\"text-decoration: underline;\"><strong>Final Thoughts:<\/strong><\/span><\/p>\r\n<p>I grew up in a volunteering family. My mom and dad were active in the church and mom was President of the Southeast Louisiana Girl Scout Council even with her eight kids. I always knew that I would participate in the communities I lived in. Get involved. You'll meet people with different backgrounds, you'll make adult friends based on shared interests, and you can feel good knowing that you helped someone or many someones.&nbsp;<\/p>\r\n<p><a href=\"http:\/\/www.helpguide.org\/articles\/work-career\/volunteering-and-its-surprising-benefits.htm\">Research<\/a>&nbsp;even shows that volunteering is good for your mental state so what are you waiting for? Find your passion and volunteer. AMA Houston can always use a few good minds, email <a href=\"mailto:michelle@blueskymkt.com\">me<\/a>&nbsp;and I will connect you.&nbsp;<\/p>\r\n<p>&nbsp;<\/p>","date_modified":"2016-06-21 08:59:27","createdby":"12","modifiedby":"31","newsdate":"2016-06-30 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":"Michelle LeBlanc","thumbnail":"\/uploads\/images\/blog\/Tracie__President_Elect_AMA_Houston.jpg","headingphoto":null,"meta_title":"American Marketing Assoc Houston","meta_desc":"What it's like to spend a year as the head of the largest chapter of the American Marketing Association. ","is_hidden":"0","target":"","newslink":"\/blog\/1101\/being-president-of-ama-houston","thumbnail_display":"\/uploads\/images\/blog\/Tracie__President_Elect_AMA_Houston.jpg","taginfo":{"info":[{"newsid":"1101","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1101","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1101","catid":"7","category":"Houston","slug":"houston"},{"newsid":"1101","catid":"23","category":"Career","slug":""}],"categories":["3","7","23"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/houston\">Houston<\/a>, <a href=\"\/blog\/category\/\">Career<\/a>"},"src":"\/uploads\/images\/blog\/Tracie__President_Elect_AMA_Houston.jpg"},{"id":"1102","title":"The Content Marketing Formula","dateadded":"2016-06-06 21:11:00","article":"<p>Clickz made its way into New York City in mid-April.&nbsp; As a native New Yorker, I know New York is home to many headliner conferences filling the largest of venues all the way. to more intimate locations depending on the industry, time of year, etc.&nbsp; When Clickz arrived at the pinnacle location of the Marriott Marquis in Times Square, right in the heart of Manhattan, Blue Sky knew this was a &ldquo;Must See&rdquo;.&nbsp; Where everything happens, it was apropos to have this grand conference in one of the grandest spots in all of the country.&nbsp; The days were filled with both people and an abundance of digital marketing information, tid bits, tips, tricks, and...music.<\/p>\r\n<p>Enter stage right, Jason Miller, the representative from Linkedin, about to impart his wisdom on us.&nbsp; That in itself would have been great but Jason took a large cavernous room to where you could hear a pin drop.&nbsp; All eyes on Jason and his upbeat creative, rapid fire presentation.&nbsp;<\/p>\r\n<p><strong>Don&rsquo;t Get Involved with.. Irrelevance!<\/strong><\/p>\r\n<p>Content writing has come a long way from the days of keyword packed paragraphs without much personality.&nbsp; Now there are so many ways you can present content, in all different packages and media.&nbsp; However, one theme was driven home.&nbsp; If you don&rsquo;t think through the content you post in any of these forms of media, watching to be sure the information is relevant to your community, you are making a tremendous mistake!&nbsp; 44% of people say they will seriously consider unfollowing a company they originally liked if the content is irrelevant, and 22% said they would immediately unfollow when content put out is irrelevant.&nbsp; How to beat the irrelevant monster?<\/p>\r\n<p>KNOW your audience, know what they react to, what they&rsquo;re talking about, which headlines are they interested in.&nbsp; Survey them, ask questions, engage with them.&nbsp; Once you&rsquo;ve done this you will have an idea what they expect and shun.&nbsp; Which takes us to the next step, the Rock.<\/p>\r\n<p><strong>Let&rsquo;s Rock N&rsquo; Roll<\/strong><\/p>\r\n<p>The &ldquo;Rock&rdquo; as Jason Miller from Linkedin likes to call it, is that main topic, the category, the relevant category to your community that your content is all about.&nbsp; Build out the main content piece.&nbsp; It could be a guide, a whitepaper, an article, or all of the above.&nbsp; If you are able to break this main content piece down into bite size digestible pieces of information, your message won&rsquo;t only resonate, it will be remembered.&nbsp; Enter the week&rsquo;s menu.<\/p>\r\n<p>Your message needs to be relevant.&nbsp; Understood.&nbsp; There is something else.&nbsp; As mentioned above, people are met with a barrage of information on a daily basis because of the internet.&nbsp; Why should people read your information, your message?&nbsp; This is where Jason took us on a little turn in the plan to show us how creative and ahead of the times he is.&nbsp; He not only sends out stellar messages he combines it with another topic he knows his audience, and many people all over, love.&nbsp; Music.&nbsp; By taking a topic which may seem bland and spinning it with a music theme from a popular group or song connection can grab a viewer&rsquo;s attention to want to read more.&nbsp;<\/p>\r\n<p><strong>Daily Menu<\/strong><\/p>\r\n<p>We all have a lot going on with so much information thrown at us on a daily basis.&nbsp; As a content creator and business owner, you need to first know what is relevant, know the main message you are sending, and then know how to build up to it.&nbsp; Look at the week as though each day is a type of content.&nbsp;<\/p>\r\n<ul>\r\n<li>Monday - Mondays for most people are tough days, they have a lot coming at them as they step off the weekend and into the work week. Go light with your content, give them a light serving of your message.&nbsp; Help acclimate your readers to your idea.&nbsp;<\/li>\r\n<li>Tuesday - Be a little more fortifying on Tuesday, bringing a little more of the message to your reader.<\/li>\r\n<li>Wednesday - \"The Roast\" this is the time for the meatiest part of your message, serve the full course now.<\/li>\r\n<li>Thursday - This is time where people are almost to the weekend but not quite. You need to throw something in that is surprising, something that is a standout piece known as the \"tabasco.\"<\/li>\r\n<li>Friday - This is the dessert day. It's time to add some humor to your message, add some entertainment connections but still get your message across.<\/li>\r\n<\/ul>\r\n<p>Once you've completed this schedule, you have accomplished presenting your information repetitively in five blog posts rolled up into a rock.&nbsp; You still need more.&nbsp; Time to repurpose.<\/p>\r\n<p><strong>Winner Winner &ndash; Turkey Dinner?<\/strong><\/p>\r\n<p>In order to keep your message going, treat it like leftover turkey.&nbsp; You can take that content and put it in new formats.&nbsp; Put the information into a highly shareable infographic, create webinars, videos, or even slide presentations.&nbsp; Different people consume information best in different formats.&nbsp; Your rock of information just multiplied its size. You are now armed with an incredible rock of Gibraltar of relevant information which helped spread your name as the relevant and interesting expert.&nbsp;<\/p>\r\n<p><strong>The Final Note (Musical or Not)<\/strong><\/p>\r\n<p>ClickZ 2-Day Conference in New York City was a sea of information, great people from around the globe, and great food.&nbsp; Jason Miller was a standout presenter and if you have the opportunity to listen to him speak, take it.&nbsp; We learned a great deal at this conference and it is one you should try to attend if one is near you.&nbsp;<\/p>","date_modified":null,"createdby":"27","modifiedby":null,"newsdate":"2016-06-01 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"","headingphoto":null,"meta_title":"The Content Marketing Formula - ClickZ Conference New York City","meta_desc":"A review of the ClickZ Conference in New York City 2016 and Jason Miller of Linkedin.","is_hidden":"0","target":"","newslink":"\/blog\/1102\/the-content-marketing-formula","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"1102","tagid":"22","tag":"AdWords","slug":"adwords"},{"newsid":"1102","tagid":"98","tag":"LinkedIn","slug":"linkedin"},{"newsid":"1102","tagid":"194","tag":"clickz","slug":"clickz"}],"tags":["22","98","194"],"taglinks":"<a href=\"\/blog\/tag\/adwords\">AdWords<\/a>, <a href=\"\/blog\/tag\/linkedin\">LinkedIn<\/a>, <a href=\"\/blog\/tag\/clickz\">clickz<\/a>"},"categoryinfo":{"info":[{"newsid":"1102","catid":"21","category":"AdWords","slug":""}],"categories":["21"],"categorylinks":"<a href=\"\/blog\/category\/\">AdWords<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"1100","title":"The Digital Marketing Toy Box\u00e2\u20ac\u201cLessons Learned from Hasbro SVP Victor Lee","dateadded":"2016-06-01 11:14:01","article":"<div data-canvas-width=\"673.7309364705883\"><strong><span class=\"highlight\">Everything goes through stages&nbsp;an evolution of sorts.<\/span>&nbsp;<\/strong>The Clickz conference&nbsp;brought us two days of incredible speakers, information, and connections. I saw a representative from Hasbro (the beloved game company)&nbsp;would be speaking at Clickz so it was time to listen as he imparted his wisdom upon us.&nbsp;Our speaker of the day was&nbsp;Victor Lee&nbsp;who&nbsp;is the Senior Vice President of Digital Marketing for Hasbro.<\/div>\r\n<div data-canvas-width=\"673.7309364705883\">&nbsp;<\/div>\r\n<div data-canvas-width=\"56.950814117647056\">He talked to us all about the evolution we have seen through history in the way media and information are consumed. This process has not only&nbsp;increased in speed but in&nbsp;quantity&nbsp;without any slowing down in sight!<\/div>\r\n<div data-canvas-width=\"715.8478870588236\">&nbsp;<\/div>\r\n<div data-canvas-width=\"41.46818823529411\">Victor Lee spoke of evolution, evolution of the way people consume information and media. Case in point, the evolution of music.<\/div>\r\n<div data-canvas-width=\"41.46818823529411\">&nbsp;<\/div>\r\n<p data-canvas-width=\"43.326804705882346\"><span class=\"highlight\"><strong>Music - <\/strong><\/span>First we had the vinyl record, then the&nbsp;8&nbsp;Track, a cassette tape, then&nbsp;cd player, now the iPod with downloaded music<\/p>\r\n<p data-canvas-width=\"58.616555294117646\"><span class=\"highlight\"><strong>Reading - <\/strong><\/span>Even reading went through an evolution from an inscribed stone, to a scroll, a book, and now the e-reader<\/p>\r\n<p data-canvas-width=\"108.6589270588235\"><span class=\"highlight\"><strong>Transportation - <\/strong><\/span>Transportation is also included. First we had the horse, then the&nbsp;bicycle, the car, and the&nbsp;airplane.<\/p>\r\n<div data-canvas-width=\"463.00591058823494\"><strong>All of these evolutionary steps seen above took years to reach.<\/strong><\/div>\r\n<div data-canvas-width=\"74.29205647058824\">The long duration in between each step is&nbsp;seen until about the 1990's when everything started moving at a much&nbsp;quicker pace.<\/div>\r\n<div data-canvas-width=\"81.04269176470589\">&nbsp;<\/div>\r\n<div data-canvas-width=\"81.04269176470589\">In 1935 Monopoly was introduced, 1952, Mr. Potato Head.<\/div>\r\n<div data-canvas-width=\"81.04269176470589\">&nbsp;<\/div>\r\n<div data-canvas-width=\"661.8077364705881\">1991-AOL arrived.<\/div>\r\n<div data-canvas-width=\"661.8077364705881\">&nbsp;<\/div>\r\n<div data-canvas-width=\"346.36895999999996\">From there we saw an explosion in internet media from Napster to Myspace to Instagram from Netflix to Hulu and the list goes on. Monopoly, the coveted classic board game we all recognize had its own evolution where just&nbsp;3 years ago, the silver dog token was introduced. <strong>Look at what happened in just a span of 10 years:<\/strong><\/div>\r\n<ul style=\"list-style-type: square;\">\r\n<li data-canvas-width=\"346.36895999999996\">2003 -&nbsp;LinkedIn<\/li>\r\n<li data-canvas-width=\"39.5569694117647\">2004 -&nbsp;MySpace<\/li>\r\n<li>2005 -&nbsp;Facebook<\/li>\r\n<li data-canvas-width=\"39.5569694117647\">2006 -&nbsp;Twitter<\/li>\r\n<li>2006 - Magazines&nbsp;go digital<\/li>\r\n<li data-canvas-width=\"39.5569694117647\">2007 -&nbsp;iPhone<\/li>\r\n<li data-canvas-width=\"39.5569694117647\">2009 -&nbsp;Whatsapp<\/li>\r\n<li data-canvas-width=\"39.5569694117647\">2010 -&nbsp;Pinterest<\/li>\r\n<li data-canvas-width=\"39.5569694117647\">2010 -&nbsp;Instagram<\/li>\r\n<li data-canvas-width=\"39.5569694117647\">2011 -&nbsp;Snapchat&nbsp;<\/li>\r\n<\/ul>\r\n<div data-canvas-width=\"127.1924894117647\">The point being: media is changing and evolving at arecord speed. If&nbsp;you want to maximize on the value of&nbsp;these incredibly well adapted&nbsp;media, it&nbsp;is important to understand trends and be ready for quick changes in digital.<\/div>\r\n<div data-canvas-width=\"343.54596705882335\">&nbsp;<\/div>\r\n<h2 data-canvas-width=\"343.54596705882335\"><strong>What does this mean for the digital marketer?<\/strong><\/h2>\r\n<div data-canvas-width=\"353.4702776470588\">We need to accept change and be prepared for it.<\/div>\r\n<div data-canvas-width=\"197.08348235294108\">&nbsp;<\/div>\r\n<h4 data-canvas-width=\"197.08348235294108\"><strong>How do we accept change?<\/strong><\/h4>\r\n<div data-canvas-width=\"78.81585882352941\">The Easy 3-&nbsp;Step Method to Accepting Change<\/div>\r\n<ol>\r\n<li data-canvas-width=\"89.42399999999999\"><strong><span class=\"highlight\">Adoption<\/span>&nbsp;<\/strong>-&nbsp;Be aware changes will come especially in the digital world.&nbsp;Embrace the fact changes&nbsp;come&nbsp;and start following them. The earlier&nbsp;the better!<\/li>\r\n<li data-canvas-width=\"89.42399999999999\"><strong><span class=\"highlight\">Adaptation<\/span>&nbsp;<\/strong>- Start thinking of how this new change will fit into your digital&nbsp;marketing strategies,&nbsp;revision the way you will send your marketing messages to fit this new media and&nbsp;deploy your&nbsp;messaging. Test and re-test to get it just right.&nbsp;<\/li>\r\n<li data-canvas-width=\"89.42399999999999\"><span class=\"highlight\"><strong>Anticipation<\/strong><\/span> - This one is very important. Now that you are well aware&nbsp;change will happen in the&nbsp;digital world (as we all are) and you are following those changes, adopting the right ones, now look at&nbsp;what will happen.&nbsp;You will begin anticipating changes, possibly before they happen. Your mind will open to see what could&nbsp;be coming next&nbsp;simply based on following what is happening currently.<\/li>\r\n<\/ol>\r\n<div data-canvas-width=\"324.64418823529405\">Sometimes it's best to look at these steps in using examples.<\/div>\r\n<div data-canvas-width=\"131.97930352941174\">&nbsp;<\/div>\r\n<h4 data-canvas-width=\"131.97930352941174\"><strong>The Video Process<\/strong><\/h4>\r\n<div data-canvas-width=\"72.36330352941177\"><strong>YouTube's<\/strong>&nbsp;very first video was of a man at the zoo, aptly titled \"Me at the Zoo.\"<\/div>\r\n<div data-canvas-width=\"494.0763670588238\">&nbsp;<\/div>\r\n<div data-canvas-width=\"494.0763670588238\">\r\n<div data-canvas-width=\"694.6842070588237\">This video was the catalyst to starting the grand presence&nbsp;of YouTube. Following this one&nbsp;video, more were added to where musical artists like Justin Bieber&nbsp;were discovered&nbsp;from their videos and the site&nbsp;is growing by leaps and bounds. Video is one of the top most effective media on the internet today.<\/div>\r\n<div data-canvas-width=\"155.36981647058826\">&nbsp;<\/div>\r\n<h4 data-canvas-width=\"155.36981647058826\"><strong>Social Media Process<\/strong><\/h4>\r\n<div data-canvas-width=\"120.03856941176468\">Back in 1999, Napster stepped&nbsp;on to the scene as a music sharing tool, and in a way, the first iteration of a social network.&nbsp;From there social grew to MySpace, Facebook, and Twitter where people increasingly looked to connect&nbsp;with one another.<\/div>\r\n<div data-canvas-width=\"127.68344470588235\">&nbsp;<\/div>\r\n<div data-canvas-width=\"73.52055529411766\">Soon this included Pinterest and Instagram.&nbsp;With the quick adaption of the smartphone, social started&nbsp;going the way of the app&nbsp;favoring the&nbsp;mobile devices with&nbsp;apps like Whatsapp, Snapchat, Instagram and&nbsp;more. What will come next?<\/div>\r\n<div data-canvas-width=\"73.52055529411766\">&nbsp;<\/div>\r\n<h2 data-canvas-width=\"127.36783058823525\"><strong>Closing Thoughts<\/strong><\/h2>\r\n<div data-canvas-width=\"569.2977317647056\">The world is growing but increasingly becoming more and more connected. The&nbsp;steps outlined will&nbsp;really help&nbsp;you to be on top of the media evolution rather than a step behind. In today's digital arena, it&nbsp;is better to try and&nbsp;\"fail forward\"&nbsp;rather than regretting not trying at all,&nbsp;as&nbsp;Victor Lee from Hasbro told&nbsp;us.<\/div>\r\n<div data-canvas-width=\"569.2977317647056\">&nbsp;<\/div>\r\n<\/div>","date_modified":"2016-06-15 13:19:11","createdby":"33","modifiedby":"31","newsdate":"2016-06-01 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/clickz-conference.jpg","headingphoto":null,"meta_title":"Clickz Digital Marketing Lessons Learned from Hasbro SVP, Victor Lee","meta_desc":"Digital Marketing lessons learned from Hasbro SVP, Victor Lee from the Clickz New York Live Conference 2016.","is_hidden":"0","target":"","newslink":"\/blog\/1100\/the-digital-marketing-toy-boxlessons-learned-from-hasbro-svp-victor-lee","thumbnail_display":"\/uploads\/images\/blog\/clickz-conference.jpg","taginfo":{"info":[{"newsid":"1100","tagid":"193","tag":"Digital Marketing Tips, Clickz Conference","slug":"digital-marketing-tips,-clickz-conference"}],"tags":["193"],"taglinks":"<a href=\"\/blog\/tag\/digital-marketing-tips,-clickz-conference\">Digital Marketing Tips, Clickz Conference<\/a>"},"categoryinfo":{"info":[{"newsid":"1100","catid":"24","category":"Digital Marketing","slug":""}],"categories":["24"],"categorylinks":"<a href=\"\/blog\/category\/\">Digital Marketing<\/a>"},"src":"\/uploads\/images\/blog\/clickz-conference.jpg"},{"id":"1099","title":"About Habits and Blindness in Marketing","dateadded":"2016-04-13 10:39:05","article":"<p><strong>MarketingSherpa Summit 2016 | Las Vegas<\/strong><\/p>\r\n<p>We all walk around thinking we are in control of our lives, confident that we are fully capable of making our own decisions. As it turns out, 40 - 45% of what we do every day is sub-conscious, powerful, safe habit. The way that we get&nbsp;up, get to work, the route that we take, what we eat for lunch, where we stop to get gas, what kind of coffee&nbsp;we drink. How do we get out of that blind routine and&nbsp;start seeing things again? And how do we use this new-found insight to tap into customers&rsquo; habits and into their blindness?<\/p>\r\n<p>This year&rsquo;s <a href=\"https:\/\/www.meclabs.com\/training\/marketing-summit\/marketingsherpa-summit-2016\" target=\"_blank\">MarketingSherpa Summit<\/a>&nbsp;was one of the most extraordinary, eye-opening, learning events I&rsquo;ve ever been part of. I saw&nbsp;thousands of marketers from all around the world and from virtually every possible industry coming together to discuss, discover and share what works and what doesn&rsquo;t in the magical world of digital marketing. With tracks in Email &amp; Mobile, Digital &amp; Data and Content &amp; Social, there were breakout sessions for everyone to learn what we can all do to consistently improve our campaigns. And on top of all of that, we enjoyed the special treat of&nbsp;three amazing speakers:&nbsp;<strong>Flint McGlaughlin,<\/strong> Managing Director of <a href=\"https:\/\/www.meclabs.com\/\" target=\"_blank\">MECLABS Institute<\/a>, <strong>genius Academy Award-nominated director <a href=\"http:\/\/morganspurlock.com\/\" target=\"_blank\">Morgan Spurlock<\/a><\/strong>&nbsp;and <strong>Pulitzer Prize&ndash;winning New York Times reporter <a href=\"http:\/\/charlesduhigg.com\/books\/the-power-of-habit\/\" target=\"_blank\">Charles Duhigg<\/a><\/strong>.<\/p>\r\n<p><strong>Check out a few takeaways. &nbsp;<\/strong><\/p>\r\n<h3><strong>1. Piggyback&nbsp;on Rewards.<\/strong><\/h3>\r\n<p>In his best-seller &lsquo;The Power of Habit&rsquo;, Charles Duhigg explains how habits are made of three components. A cue (the trigger for the automatic behavior to start), the routine (the behavior itself) and the reward (the gratification that follows the habit). When Apple decided&nbsp;to make a cell phone ding or vibrate in our pockets, they knew it would make us pull it&nbsp;out and check it without really even thinking about it. When Procter and Gamble turned Febreze from a flop to a worldwide success by positioning it&nbsp;<a href=\"https:\/\/www.youtube.com\/watch?v=c7KfcNBreo0\">as a craved&ndash;for olfactory reward<\/a> and not just a simple deodorant, they created a new life habit and a purchase habit. Find what's truly rewarding to your customers and implement it into&nbsp;your value proposition and through all of your marketing touch-points, including subject lines, email design and tone, social media and more.&nbsp;<\/p>\r\n<p><strong>See these&nbsp;great case studies about the ingenious ways marketers are&nbsp;relating to their target audience:<\/strong><\/p>\r\n<ul>\r\n<li><a href=\"\/uploads\/files\/MarketingSherpa_Summit_2016\/1_1_Digital_Intronisfinal.pdf\" target=\"_blank\">How a B2B Tech Company Redefined Its Marketing Strategy by Tapping Into Customers' Passion for All Things Retro-Cool &mdash;and Generated 650% ROI<\/a><\/li>\r\n<li><a href=\"\/uploads\/files\/MarketingSherpa_Summit_2016\/1_2_Digital_BEworksFINAL.pdf\" target=\"_blank\">How Marketers Can Use Behavioral Economics to Guide Customer Decision Making and Drive ROI<\/a><\/li>\r\n<li><a href=\"\/uploads\/files\/MarketingSherpa_Summit_2016\/2_2_Digital_SCI.pdf\" target=\"_blank\">How a Healthcare Software Company Used Behavioral Marketing to Exceed Lead Targets by Over 100%<\/a><\/li>\r\n<\/ul>\r\n<h3>&nbsp;<\/h3>\r\n<h3><strong>2. Use their&nbsp;habits to create your&nbsp;customer-centric&nbsp;marketing.&nbsp;<\/strong><\/h3>\r\n<p>Personalization tactics are no longer capable of working on their own. Eye-tracker research has widely shown that we are blind to things we don&rsquo;t find relevant. The solution to that is to start treating customers as <strong>individualized markets of one<\/strong>. What is relevant to them now and here? What content do they want to consume? What would you want if you were them? An advanced preference center, segmenting, cleaning and re-engaging tactics, geo-personalization, persona-based landing pages and new and improved email templates (designs, buttons, navigation, social sharing icons) can help with longer on-page time, deliverability, and click-through rates.&nbsp;<\/p>\r\n<p><strong>For more on this subject, read these great case studies:<\/strong><\/p>\r\n<ul>\r\n<li><a href=\"\/uploads\/files\/MarketingSherpa_Summit_2016\/1_1_Email_WeddingWire.pdf\" target=\"_blank\">Understanding User Behavior: How WeddingWire integrated social and email to increase re-pins 31%<\/a><\/li>\r\n<li><a href=\"\/uploads\/files\/MarketingSherpa_Summit_2016\/1_6_Email_Optum_final.pdf\" target=\"_blank\">Customer-First Marketing: How Optum generated closed contract revenue of $52 for every dollar invested (then reimagined its marketing team for even better results)<\/a><\/li>\r\n<li><a href=\"\/uploads\/files\/MarketingSherpa_Summit_2016\/2_1_Email_Marriott.pdf\" target=\"_blank\">How Marriott Rewards Generated 86.1% More Email-Driven Revenue With Member-Centric Changes to Its Loyalty Program<\/a><\/li>\r\n<\/ul>\r\n<h3>&nbsp;<\/h3>\r\n<h3><strong>3. Make Them See What You Want Them To See. <\/strong><\/h3>\r\n<p>The conversation with your customer is a series of micro-\"yeses\" that lead to an ultimate macro \"yes\". It takes only one \"no\" to bluntly stop the process and lose your customer. Is your message too complicated? Are you asking too much, too soon? Are there friction elements in your creative? Do your email messages or landing pages have patterns that hinder your conversion\/conversation rates? <strong>A\/B test everything and do it often.<\/strong> Even small changes can make a difference and outperform the control&nbsp;by a considerable amount.<\/p>\r\n<p><strong>For more on this subject, read these great case studies:<\/strong><\/p>\r\n<ul>\r\n<li><a href=\"\/uploads\/files\/MarketingSherpa_Summit_2016\/1_3_Email_Dell.pdf\" target=\"_blank\">How Dell Simplified Email Template Design to Improve Engagement and Drive a Double-Digit Percentage Increase in Revenue Rate<\/a><\/li>\r\n<li><a href=\"\/uploads\/files\/MarketingSherpa_Summit_2016\/1_4_Email_HomeAdvisor.pdf\" target=\"_blank\">How HomeAdvisor Tested More Relevant Content to Better Tap Into Subscribers&rsquo; Motivations and Increased Conversion by 85%<\/a><\/li>\r\n<li><a href=\"\/uploads\/files\/MarketingSherpa_Summit_2016\/1_5_Digital_BCH.pdf\" target=\"_blank\">How Boston Children's Hospital's Customer Satisfaction Score Increased 20% Through Digital Optimization<\/a><\/li>\r\n<\/ul>\r\n<p>In our daily activities at Blue Sky Marketing, we fight the blind spots to bring your&nbsp;marketing to new heights.&nbsp;Do you need help tapping into your customers' habit system and finding ways to optimize your emails and websites to&nbsp;eliminate friction?&nbsp;<a href=\"\/contact\">Contact us today to see how we can help.<\/a><\/p>\r\n<p><strong>Author<\/strong>: Sara Barbieri, Blue Sky Marketing<\/p>","date_modified":"2016-08-01 13:28:04","createdby":"21","modifiedby":"21","newsdate":"2016-04-13 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/marketing-sherpa.jpg","headingphoto":null,"meta_title":"About Habits and Blindness in Marketing","meta_desc":"","is_hidden":"0","target":"","newslink":"\/blog\/1099\/about-habits-and-blindness-in-marketing","thumbnail_display":"\/uploads\/images\/blog\/marketing-sherpa.jpg","taginfo":{"info":[{"newsid":"1099","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1099","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1099","catid":"6","category":"Email Marketing","slug":"email-marketing"},{"newsid":"1099","catid":"8","category":"Marketing Conferences","slug":"marketing-conferences"},{"newsid":"1099","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1099","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1099","catid":"24","category":"Digital Marketing","slug":""}],"categories":["3","6","8","9","12","24"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/email-marketing\">Email Marketing<\/a>, <a href=\"\/blog\/category\/marketing-conferences\">Marketing Conferences<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>"},"src":"\/uploads\/images\/blog\/marketing-sherpa.jpg"},{"id":"976","title":"We're Hiring a Digital Marketer","dateadded":"2014-10-10 05:38:15","article":"<p>Blue Sky Marketing is currently seeking to hire a highly motivated Digital Marketer to assist in all aspects of online marketing, social media, and client service.<\/p>\r\n<h2><strong>Take this short quiz: <\/strong><\/h2>\r\n<ol>\r\n<li>Do you take initiative on your projects?<\/li>\r\n<li>Do you love analytics and seeing the ROI of a marketing program?<\/li>\r\n<li>Are you a solutions based thinker suggesting solutions rather than throwing your hands up in the air?<\/li>\r\n<li>Do you love new technology and keep up with what is happening in digital marketing?<\/li>\r\n<li>Do you adapt easily to technology changes?<\/li>\r\n<\/ol>\r\n<!--more-->\r\n<p>If you answered YES to four of the five, please keep reading. If not, we are likely not the right place for you. We&rsquo;re a virtual company, with a&nbsp;<a href=\"http:\/\/qz.com\/161210\/zappos-is-going-holacratic-no-job-titles-no-managers-no-hierarchy\/\" target=\"_blank\">holacratic<\/a>&nbsp;organizational structure and a kickass culture of doing what is right for our customers to achieve their business goals.&nbsp;<\/p>\r\n<p>The selected candidate will work collaboratively with our team. Your duties shall include the ongoing creation <strong><span style=\"text-decoration: underline;\">and<\/span><\/strong><span style=\"text-decoration: underline;\">&nbsp;<strong>execution<\/strong><\/span>&nbsp;of online marketing campaigns, including community-building efforts, promotions, tracking, optimization, and maintenance. In addition, you will work with the team on a daily basis to analyze, review and report on effectiveness of campaigns in an effort to maximize results.<\/p>\r\n<h3><strong>RESPONSIBILITIES:<\/strong><\/h3>\r\n<ul>\r\n<li>Manage marketing campaigns in a hands-on, consistent fashion<\/li>\r\n<li>Collaborate with Blue Sky Marketing team and clients on a daily basis to create, execute, and maintain online marketing programs in email, content management systems, and offline.<\/li>\r\n<li>Analyze, review, and report on effectiveness of campaigns on a daily basis<\/li>\r\n<li>Manage presence of multiple profiles on social networking sites and campaigns<\/li>\r\n<li>Develop and build relationships with community of customers with regular correspondence, including email campaigns, social media, and website updates, among others<\/li>\r\n<li>Provide excellent customer service to clients<\/li>\r\n<li>Other duties as assigned<\/li>\r\n<\/ul>\r\n<h3><strong>REQUIREMENTS:<\/strong><\/h3>\r\n<ul>\r\n<li><strong>5&nbsp;years of experience<\/strong> in marketing or a related field (Not to be or sound harsh but we really do mean five&nbsp;years, if you do not have the experience, we will not consider your resume.)<\/li>\r\n<li>Highly self motivated, entrepreneurial and energetic<\/li>\r\n<li>High-level computer skills and experience<\/li>\r\n<li>Proficiency in Adobe Creative Suite (basic InDesign and PhotoShop &mdash; not advanced)<\/li>\r\n<li>Proficiency in content management systems, with some knowledge of HTML<\/li>\r\n<li>Excellent, proactive communication skills, both written and oral<\/li>\r\n<li>Excellent, proactive customer service skills<\/li>\r\n<li>Highly personable with strong client relationship skills<\/li>\r\n<li>High-level social media skills and practices<\/li>\r\n<li>Detail oriented with meticulous project management abilities<\/li>\r\n<li>Strong proofreading, grammar and copywriting skills<\/li>\r\n<li>Ability to work independently and as part of a team<\/li>\r\n<li>Ambitious with strong work ethic<\/li>\r\n<li>Willingness to research, learn and share your knowledge and skills with the team<\/li>\r\n<li>High level of professional curiosity and creative marketing vision<\/li>\r\n<li>Self-starter with problem solving skills<\/li>\r\n<\/ul>\r\n<p>The hired candidate will receive paid holidays, vacation, and flexible schedules. Blue Sky Marketing does offer health insurance and a 401k. The compensation for this role is dependent upon skills and experience.<\/p>\r\n<p><strong>CONTACT:<\/strong>&nbsp;Qualified candidates may submit their resume via email to:&nbsp;<a href=\"mailto:jobs@blueskymkt.com\">jobs@blueskymkt.com<\/a>, subject line Digital Marketer.<\/p>","date_modified":"2016-05-05 08:21:45","createdby":"13","modifiedby":"19","newsdate":"2016-04-10 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"were-hiring-a-digital-marketing-specialist","author":"Kate Nilsen","thumbnail":"","headingphoto":null,"meta_title":"Digital Marketer Needed","meta_desc":"We're Hiring a Digital Marketer","is_hidden":"0","target":"","newslink":"\/blog\/were-hiring-a-digital-marketing-specialist","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"976","tagid":"35","tag":"Blue SKy Marketing Houston","slug":"blue-sky-marketing-houston"}],"tags":["35"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing-houston\">Blue SKy Marketing Houston<\/a>"},"categoryinfo":{"info":[{"newsid":"976","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"1098","title":"Making The Jump From Sales To Digital Marketing","dateadded":"2016-04-01 14:32:57","article":"<p>Although they couldn&rsquo;t operate without each other, Sales and Marketing departments work differently. But what if you decide you want to move from one to the other? Arguably some of the most successful transitions have been from Sales to Digital Marketing, especially in the corporate arena.<\/p>\r\n<table style=\"width: 65%; margin-left: auto; margin-right: auto;\" cellpadding=\"5\">\r\n<tbody>\r\n<tr>\r\n<td style=\"width: 50%; text-align: center; vertical-align: top;\"><a href=\"\/blog\/1180\/8-tips-for-marketing-new-homes-and-what-to-do-when-you-have-none\"><img src=\"\/uploads\/images\/blog\/blog-article-header-marketing-homes-with-low-inventory.jpg\" alt=\"Tips for Marketing New Homes\" width=\"200\" height=\"161\" \/><\/a><\/td>\r\n<td style=\"width: 50%; text-align: left; vertical-align: top;\">\r\n<p><span class=\"highlight\">Related Reading: 8 Tips for Marketing New Homes (And What to Do When You Have None) <\/span><\/p>\r\n<p class=\"button\" style=\"text-align: center;\"><a href=\"\/blog\/1180\/8-tips-for-marketing-new-homes-and-what-to-do-when-you-have-none\">Read On&nbsp;&raquo;<\/a><\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<p>In my world, I was prepared to take my years of Marketing knowledge and Sales experience and combine the two to become the ultimate Marketer, finally bridging the divide between the two fields with my experience from both. For my first Blue Sky Marketing Blog, I thought it would be appropriate to recall my first three months in the Digital Marketing world and recall some of the things I&rsquo;ve learned along the way. I can imagine that many of the experiences I&rsquo;ve had are similar to those who&rsquo;ve traveled the same path. In an effort to relate to others who have had similar experiences, I&rsquo;ve recounted some of the observations that were of importance.<\/p>\r\n<h2>Understand the Inherent Differences<\/h2>\r\n<p>The same skills that often make great Salespeople can, in many cases, be the exact same skills that could potentially make them less than effective marketers. The skillset that fuels Sales careers can be interpreted as the opposite skill set required for a good strategic marketer. Here are five ways in which the two differ:<br \/> <br \/> <strong>Push vs. Pull.&nbsp;<\/strong>Sales push the product into the market. Marketing creates a pull from the market before the Salesman arrives.<\/p>\r\n<p><strong>Build Demand to fit product vs. Build Product to fit demand.&nbsp;<\/strong>Sales tries to make consumer demand fit the product that has already been produced. Marketing is all about producing a product that fits consumers&rsquo; demands and ensuring they know it&rsquo;s there<br \/> &nbsp;<br \/> <strong>Quota vs. Value. <\/strong>Sales is driven by a pragmatic, short-term need to move products and meet quota. Marketing is driven by a long-term goal to consistently generate value to people whose value criteria are constantly shifting.<br \/> &nbsp;<br \/> <strong>Persuade vs. Respond.&nbsp;<\/strong>Sales is mostly about persuading people to see the world from your viewpoint. Marketing is about seeing the world from the market&rsquo;s viewpoint and then responding with products that address their needs.<\/p>\r\n<p><strong>One to One vs. Many to Millions.&nbsp;<\/strong>Sales is a one-on-one endeavor. Marketing is many to millions, which requires a different type of numeracy.<br \/><br \/>So, is all lost for those who choose to transition into new career paths? No. As long as one maintains an overarching view of recognizing the differences, recalibrating for those differences, and moves forward with a reasonable set of goals and priorities, you should be fine. &nbsp;The process can seem overwhelming at times, but in time, working through the challenges with a solid plan and setting realistic goals, will help you meet the demands of your new Marketing career. To proceed more effectively, I suggest starting with the following best practices.<\/p>\r\n<h2>7 Best Practices for Transitioning from Sales to Marketing<\/h2>\r\n<p><strong>1. Know your numbers<\/strong><br \/> In Marketing, it&rsquo;s a good thing to think about your work product and output as metrics-driven. Define, up front, what your goals are and focus everything in that direction. Make adjustments on a regular basis based on what&rsquo;s most effectively driving you to those numbers. It&rsquo;s the &ldquo;numbers&rdquo; mentality that definitely drives more focused behavior.<\/p>\r\n<p><strong>2.&nbsp;ABC...Always Be Closing<\/strong><br \/>Nobody makes money until the lead is closed, and smart marketers both learn from what happens after the lead is delivered (to make future lead production better) and work collaboratively with Sales to provide tools, messaging, case studies and more to increase both immediate and long-term lead conversion. If you&rsquo;re coming from Sales into Digital Marketing, continue to assume the goal is the close, and nothing before that.<\/p>\r\n<p><strong>3. Be Scrappy<\/strong><br \/>Whether they recognize it or not, Salespeople are testing all the time. Trying new messages in voicemails, digging into new cold call lists, getting up every day thinking about how they might breakthrough to a new market or a new account. This requires Salespeople (and Marketers) to be scrappy, to be creative every day, to see what sticks. There&rsquo;s a level of discipline and measurement required to make sense of that scrappiness, but it&rsquo;s the only way to eventually find what works better.<\/p>\r\n<p><strong>4.&nbsp;Keep the Urgency to Close<\/strong><br \/>There&rsquo;s a difference between staying scrappy and staying hungry. This is about staying hungry. Salespeople come to work every day and fight for their lives. Marketers could use some of the same drive, and former Salespeople naturally bring that.<\/p>\r\n<p><strong>5.&nbsp;Listen<\/strong><br \/>Good Salespeople spend more time listening than talking. They let prospects answer questions, explain their problems and needs, and respond with solutions. Active listening is a great skill to have in any work environment, but especially in Marketing when your job is to attract customers based on their inherent needs. Listen more and not only will you be a better Marketer, you will accelerate your learning curve more quickly.<\/p>\r\n<p><strong>6.&nbsp;Read &hellip; Constantly<\/strong><br \/>Quickly build a list of what your peers are reading. Find other sources of information &ndash; about Marketing and about your market &ndash; to dig into on a regular basis. Invest extra time at the beginning of the day and at night devouring as much information as you can. Ideally, you keep that hunger for more knowledge and information about your industry and your craft, but upfront you&rsquo;ll more quickly become a better Marketer and contributor to your team by investing in what&rsquo;s already been done and learned.<\/p>\r\n<p><strong>7.&nbsp;Update Your Skills Inventory<\/strong><br \/>If you haven&rsquo;t already, it&rsquo;s time to go back to school. As a digital marketer, you&rsquo;ll need to be as knowledgeable about the tactical side of digital Marketing as you are about the strategic side. Search for classes and seminars to update your skillset on Email Marketing, Social Media, Web, Adobe Creative Suite, HTML\/CSS, SEO, PPC, and Analytics. It&rsquo;s one thing to sell these services to a client, it&rsquo;s a completely different thing to roll your sleeves up and tackle these projects as part of the account team. You&rsquo;ll need to understand these concepts inside and out so that you can implement and execute on demand!<\/p>\r\n<p>Below, you&rsquo;ll find a list of sites as references for ongoing learning material.&nbsp;<\/p>\r\n<p>So now that I&rsquo;ve shared some thoughts that helped me get over the initial challenges of making the jump, I&rsquo;d love to hear about your experiences.&nbsp; <strong>What advice&nbsp;would you provide to someone looking to make the change from Sales to Digital Marketing?<\/strong><\/p>\r\n<p>Analytics &amp; Optimization<\/p>\r\n<p><a href=\"http:\/\/www.kaushik.net\/avinash\/\">http:\/\/www.kaushik.net\/avinash\/<\/a><br \/><a href=\"http:\/\/analytics.blogspot.com\">http:\/\/analytics.blogspot.com<\/a><br \/><a href=\"http:\/\/blog.optimizely.com\">http:\/\/blog.optimizely.com<\/a><br \/><a href=\"https:\/\/analyticsacademy.withgoogle.com\/course01\">https:\/\/analyticsacademy.withgoogle.com\/course01<\/a><\/p>\r\n<p>General Search &amp; Digital Marketing<\/p>\r\n<p><a href=\"http:\/\/searchengineland.com\">http:\/\/searchengineland.com<\/a><br \/><a href=\"https:\/\/searchenginewatch.com\/\">https:\/\/searchenginewatch.com\/<\/a><br \/><a href=\"https:\/\/www.searchenginejournal.com\/\">https:\/\/www.searchenginejournal.com\/<\/a><br \/><a href=\"http:\/\/www.swellpath.com\/blog\/\">http:\/\/www.swellpath.com\/blog\/<\/a><\/p>\r\n<p>PPC<\/p>\r\n<p><a href=\"http:\/\/www.ppchero.com\">http:\/\/www.ppchero.com<\/a><br \/><a href=\"http:\/\/adwords.blogspot.com\/\">http:\/\/adwords.blogspot.com\/<\/a><\/p>\r\n<p>SEO<\/p>\r\n<p><a href=\"https:\/\/www.mattcutts.com\/blog\/\">https:\/\/www.mattcutts.com\/blog\/<\/a><br \/><a href=\"http:\/\/googlewebmastercentral.blogspot.com\/\">http:\/\/googlewebmastercentral.blogspot.com\/<\/a><br \/><a href=\"https:\/\/moz.com\/beginners-guide-to-seo\">https:\/\/moz.com\/beginners-guide-to-seo<\/a><\/p>\r\n<p>Social Media<\/p>\r\n<p><a href=\"https:\/\/facebook.exceedlms.com\/student\/catalog#_=_\">https:\/\/facebook.exceedlms.com\/student\/catalog#_=_<\/a><br \/><a href=\"http:\/\/www.socialmediaexaminer.com\/\">http:\/\/www.socialmediaexaminer.com\/<\/a><br \/><a href=\"http:\/\/www.smmmagazine.com\/\">http:\/\/www.smmmagazine.com\/<\/a><\/p>\r\n<p><strong>Author<\/strong>: Jared Houser, <a href=\"\/\">Blue Sky Marketing<\/a><\/p>","date_modified":"2021-07-28 11:55:17","createdby":"30","modifiedby":"41","newsdate":"2016-04-01 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Jared_Houser.jpg","headingphoto":null,"meta_title":"How Does One Successfully Transition From Sales Into Marketing?","meta_desc":"As long as one maintains an overarching view of recognizing the differences of transitioning from sales to digital marketing, recalibrating for those differences, and moves forward with a reasonable set of goals and priorities, you should be fine.   ","is_hidden":"0","target":"","newslink":"\/blog\/1098\/making-the-jump-from-sales-to-digital-marketing","thumbnail_display":"\/uploads\/images\/blog\/Jared_Houser.jpg","taginfo":{"info":[{"newsid":"1098","tagid":"191","tag":"Career Transition","slug":"career-transition"},{"newsid":"1098","tagid":"192","tag":"Transferrable Skills","slug":"transferrable-skills"}],"tags":["191","192"],"taglinks":"<a href=\"\/blog\/tag\/career-transition\">Career Transition<\/a>, <a href=\"\/blog\/tag\/transferrable-skills\">Transferrable Skills<\/a>"},"categoryinfo":{"info":[{"newsid":"1098","catid":"20","category":"Work ethic","slug":"work-ethic"},{"newsid":"1098","catid":"22","category":"Sales","slug":""},{"newsid":"1098","catid":"23","category":"Career","slug":""}],"categories":["20","22","23"],"categorylinks":"<a href=\"\/blog\/category\/work-ethic\">Work ethic<\/a>, <a href=\"\/blog\/category\/\">Sales<\/a>, <a href=\"\/blog\/category\/\">Career<\/a>"},"src":"\/uploads\/images\/blog\/Jared_Houser.jpg"},{"id":"1097","title":"CX Is Where It\u00e2\u20ac\u2122s At","dateadded":"2016-03-16 23:11:42","article":"<p>Customer Experience, commonly known as CX, has become a more crucial part of the marketing process than ever before. In fact, according to IT research and advisory company, Gartner, <a href=\"http:\/\/www.gartner.com\/smarterwithgartner\/test\/\">89% of businesses<\/a> will soon compete mainly on customer experience.<\/p>\r\n<p>Why is it so important, and what exactly is CX? To answer these questions, let&rsquo;s first go back for a moment to a simpler era. One when there was no social media, no Internet, and when people&rsquo;s sole interaction with a product or service was in a store. Of course back then CX existed, but it was not as involved. It could have been as simple as having a nice store and nice owner who treated customers well. Customers did not have as many choices when deciding between products, and there was frequently not much transparency on the part of the company. This led to &ldquo;blind-faith&rdquo; brand loyalty.<\/p>\r\n<h2>Why Is CX on the Rise?<\/h2>\r\n<p>Fast-forward to today when there are so many choices that products and services are becoming commoditized, and customers usually experience multiple touch points with companies including online store, brick and mortar store, email, social media, and phone. After the advent of the Internet, customers increasingly gained access to more information. And this has contributed to many companies becoming more transparent. Customers now have the freedom to be more fickle than before when choosing, for instance, which bar of soap to lather up with. Not surprisingly, brand loyalty is decreasing, and companies need to find a way to differentiate themselves. And, that&rsquo;s where CX comes in.<\/p>\r\n<h2>The Three Big Factors in CX<\/h2>\r\n<p>Depending on where you look, CX has varied definitions. Businessdictionary.com states it as &ldquo;The entirety of the interactions a customer has with a company and its products.&rdquo; Research firm <a href=\"https:\/\/www.forrester.com\/home\/\">Forrester<\/a> describes it as &ldquo;how customers perceive their interactions with your company.&rdquo;<\/p>\r\n<p>&nbsp;In my mind, great CX consists of three main components:<\/p>\r\n<ul>\r\n<li>Think seamlessness, consistency and <a href=\"http:\/\/blog.hubspot.com\/marketing\/omni-channel-user-experience-examples\">omni-channel<\/a>. Customers are probably interacting with multiple touch points for a given product\/service, and all of these smaller experiences should add up to an overall cohesive experience. Efficient information sharing is also important. Remember how annoyed you were the last time you called customer service and were transferred to another person with whom you had to repeat your situation all over again.<\/li>\r\n<li>Intuitiveness and evoking emotion are key. Think user-friendly, beautiful platforms, products and spaces that are enjoyable to experience.<\/li>\r\n<li>Ensuring that CX stays fresh, intriguing and competitive is critical. A prime example of innovation done well is Amazon, who&rsquo;s gone from online book seller to online seller of everything, and consistently challenges themselves to reinvent and offer their customers with new valuable experiences.<\/li>\r\n<\/ul>\r\n<p>In addition to these three components, I believe it&rsquo;s essential to make sure you are truly putting yourself in the customer&rsquo;s shoes, so that you can understand how they perceive the experience. In other words, just because you think something functions well doesn&rsquo;t mean your customer agrees.<\/p>\r\n<h2>How One Company Delivers Outstanding CX<\/h2>\r\n<p>One company that I think has stellar CX is <a href=\"https:\/\/www.warbyparker.com\/\">Warby Parker<\/a>, maker and retailer of affordable, trendy eyewear. In 2010, they defied conventional wisdom with their online approach to selling high-quality, affordable, well-designed eyewear. Their website makes it very easy to shop for frames by including an <a href=\"https:\/\/www.warbyparker.com\/eyeglasses\/women\/haskell\/crystal-blue-jay\">interactive view<\/a> of someone in each pair at different angles, along with a detailed description of each pair, and what type of face they best suit. Two years after their launch, they started opening brick-and-mortar locations that are as beautifully designed as their website, and have a modern, intellectual, library-esque feel that makes you feel smarter just by being inside. Full-length mirrors and photo booths add to their uniqueness, and also serve a purpose. The company offers over 260 different styles of optical and sunwear frames, each in different colors, meaning that even the most discerning customers will find something they like. The frames themselves are well-designed and only $95 a pop (including any prescription). And, they offer a try-before-you-buy option, free shipping, as well as a 30-day, no-questions-asked return policy. Your frames arrive in chic packaging that evokes the same emotion you felt when interacting with their other touch points. Possibly the biggest surprise to me was their customer service. When I called, I was greeted on the other side by an actual person.<\/p>\r\n<p>Now that I have shared my thoughts on CX, it&rsquo;s your turn. What&rsquo;s your definition and what brands do you believe excel at its implementation?<\/p>\r\n<p><strong>Author<\/strong>: Kim Chapman, Blue Sky Marketing<\/p>\r\n<p>This article also appeared on <a href=\"http:\/\/amahouston.org\/blog\/engagement\/cx-is-where-it-s-at\">AMA Houston's blog<\/a>.&nbsp;<\/p>","date_modified":"2016-03-17 02:51:52","createdby":"32","modifiedby":"12","newsdate":"2016-03-17 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/Girl_In_Glasses.jpg","headingphoto":null,"meta_title":"Why Customer Experience Matters","meta_desc":"Customer Experience, commonly known as CX, has become a more crucial part of the marketing process than ever before. In fact, according to IT research and advisory company, Gartner, 89% of businesses will soon compete mainly on customer experience.","is_hidden":"0","target":"","newslink":"\/blog\/1097\/cx-is-where-its-at","thumbnail_display":"\/uploads\/images\/blog\/Girl_In_Glasses.jpg","taginfo":{"info":[{"newsid":"1097","tagid":"189","tag":"Customer Experience","slug":"customer-experience"},{"newsid":"1097","tagid":"190","tag":"CX","slug":"cx"}],"tags":["189","190"],"taglinks":"<a href=\"\/blog\/tag\/customer-experience\">Customer Experience<\/a>, <a href=\"\/blog\/tag\/cx\">CX<\/a>"},"categoryinfo":{"info":[{"newsid":"1097","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"},{"newsid":"1097","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["5","12"],"categorylinks":"<a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/uploads\/images\/blog\/Girl_In_Glasses.jpg"},{"id":"1096","title":"AdWords Automated Rules & Scripts - User Beware","dateadded":"2016-01-15 11:41:52","article":"<div><img style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/adwords-scripts-automated-rules.jpg\" alt=\"\" width=\"300\" height=\"366\" \/>I&rsquo;ve never been much of a gamer but I would considered managing&nbsp;an AdWords campaign pretty close to that. You have a life-force (daily budget), a series of challenges (bidding, ad content, etc) and enemies to battle (competitors). The game changes minute by minute&nbsp;and you have to stay on top of things.<\/div>\r\n<div>&nbsp;<\/div>\r\n<div>One of the ways to stay on top of things is to monitor the account daily, making changes to each keyword's bid and every ad's text but that might not be beneficial to your mental health. Another way to do that is use some automated features within the AdWords platform. I&rsquo;m talking about <strong>Scripts<\/strong> and <strong>Automated Rules<\/strong>.&nbsp;<\/div>\r\n<div>&nbsp;<\/div>\r\n<div><strong>Watching AdWords is a bit like watching the Stock Market<\/strong>. Both fluctuate depending on the market (price of keywords + amount of searches per day). Google, in their infinite wisdom to give marketers an always evolving platform, introduced <strong>Scripts and Automated Rules<\/strong> to great fanfare within the AdWords marketing community. These two new additions <strong>allowed us to fine tweak accounts and spend<\/strong>&nbsp;<strong>our client&rsquo;s money wisely<\/strong>.<\/div>\r\n<div>&nbsp;<\/div>\r\n<h2><strong>What Are AdWords Scripts and Automated Rules?<\/strong>&nbsp;<\/h2>\r\n<div>Scripts use Javascript programming to '<strong><a href=\"https:\/\/developers.google.com\/adwords\/scripts\/\">automate common procedures or interact with external data - for one to many accounts<\/a><\/strong>.&rsquo; With this addition to the AdWords platform we can monitor and change an almost infinite amount of information. At <strong><a href=\"\/\">Blue Sky Marketing<\/a><\/strong>&nbsp;we work with a lot of <strong><a href=\"\/Clients\">home builders and master planned communities<\/a><\/strong>. There&rsquo;s a lot to think about when it comes to setting up and optimizing their accounts: keyword bids, quality of keywords, what time of day people are searching for your business, the list goes on and on. Scripts allow us to automate things like this but they also give us a way to bypass certain AdWords limitations.<\/div>\r\n<div>&nbsp;<\/div>\r\n<div>Where scripts allow us the ability to create any kind of thing we need to help make our campaigns better, <strong>Automated Rules<\/strong> are Google creations that allow allow us to choose from a preset array of settings. They are limited to what Google has created. Still effective and an all around great tool for us marketers.<\/div>\r\n<div>&nbsp;<\/div>\r\n<h2><strong>The Perils of AdWords Scripts and Automated Rules<\/strong><\/h2>\r\n<div>Any time you give up control of something you&rsquo;re at the mercy of who or what you&rsquo;ve given the power to. In the world of Automated Rules you need to make sure that <strong>what you want to happen will happen<\/strong>. Automated Rules are great at shedding underperforming keywords and ads but it can also shut down your account almost immediately if you don&rsquo;t set things up correctly.<\/div>\r\n<div>&nbsp;<\/div>\r\n<div>One particular rule we employ is to make sure that the keywords we have in a campaign are bidding to the first page. First page bid means that when someone searches for a term and our bid is above the minimum amount to get on the first page then our ad will show. If it is below the first page bid then our ad won&rsquo;t show on the first page. If you&rsquo;re even a mild internet user you know that the first page is where you want to be. You also know that the top of the first page is where you really want to be.&nbsp;<\/div>\r\n<div>&nbsp;<\/div>\r\n<div>Automatically bidding on terms can have an adverse affect though. It can inflate your daily costs and strangle your budget. For instance, if your budget is $50 a day and your top terms cost you $5 a bid to be in the top position you&rsquo;re going to spend your budget in 10 clicks. Not every keyword bid costs the same and not every term should be in the top position. We have some rules in place that reward the best keywords in a campaign. Thankfully Automated Rules allow us the ability to find these terms and change their bid accordingly. It takes some tweaking to get things right so&nbsp;before you do anything make sure you understand the rule and what kind of affect it will have on your account.<\/div>\r\n<div>&nbsp;<\/div>\r\n<h3>Some AdWords Scripts to Try:<\/h3>\r\n<div>&nbsp;<\/div>\r\n<div><strong>Hour by Hour Heat Map<\/strong><\/div>\r\n<div><img style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/Screen_Shot_2016-01-15_at_12_51_30_PM.png\" alt=\"\" width=\"406\" height=\"272\" \/>One of the challenges for a campaign is knowing what time of day brings you in the best traffic. You can find these reports in Analytics but being the visual person that I am I love this script from <a href=\"http:\/\/searchengineland.com\/see-hour-hour-trends-adwords-heat-maps-235578\">Brainlabs<\/a>. Once installed it looks at your account over a set amount of time and averages out the traffic and scores it. The data is stored in a Google doc that is broken&nbsp;down, by tabs, into impressions, clicks, conversions and so on. Once you run the script you can then adjust your budget based on this data.<\/div>\r\n<div>&nbsp;<\/div>\r\n<div><strong>24\/7 Bidding Schedule<\/strong><\/div>\r\n<div>AdWords allows you to change the amount we bid at certain times of the day. Unfortunately they only allow us to do that 6 times a day. So that means we can&rsquo;t set a bid for each hour of the day. Well, technically they say we can&rsquo;t but with Scripts we can. This script, also from <a href=\"http:\/\/www.brainlabsdigital.com\/blog\/ad-scheduling-4-times-more-responsive-than-googlemarinkenshoo\/\">Brainlabs<\/a>, goes around that rule and allows us to change our bids for each hour of the day, every day of the week.<\/div>\r\n<div>&nbsp;<\/div>\r\n<p><em><strong>Use AdWords Scripts With Caution<\/strong><\/em>&nbsp;<\/p>\r\n<div>Some scripts can do more harm than good if you&rsquo;re not paying attention. For instance, there&rsquo;s a script that will pause keywords with zero impressions. If you run that daily you may end up pausing most, if not all of your keywords. Another problematic script is one that allows us to pause any ad or term with a high Bounce Rate. One person&rsquo;s garbage is another person&rsquo;s treasure. If a person searches a term and doesn&rsquo;t get what they want the BR will be high. Fast forward a day and another person might find that term useful. If the script was running then the term\/ad would have been paused, depending on how you set it up.<\/div>\r\n<div>&nbsp;<\/div>\r\n<div>\r\n<h3>Some Automated Rules to Try:<\/h3>\r\n<div>&nbsp;<\/div>\r\n<div><strong>Raise bids to first page CPC (cost per click)<\/strong><\/div>\r\n<div>Just as it sounds this will raise the bids on any keyword or keywords you select in your campaign to the first page bid. This is the lowest cost to get on the first page. Depending on the popularity of the search it could either be in the 2nd or 3rd position at the top of the page or on the side of page in the bottom position. <strong>Be careful with this one<\/strong>. As I mentioned earlier this can inflate your daily spend on certain terms. You can choose to have this run once, daily, weekly or monthly. If you&rsquo;re marketing a highly sought after product like shoes and your budget is huge you may want to set it to daily. If your product or service isn&rsquo;t as popular you may try weekly. I wouldn&rsquo;t suggest monthly unless you&rsquo;re the only business doing what you&rsquo;re doing. If that&rsquo;s the case you have no competitors and don&rsquo;t need AdWords :)<\/div>\r\n<div>&nbsp;<\/div>\r\n<div><strong>Raise bids to top of page CPC when CTR (click-through-rate) is greater than X% and BR (bounce rate) is less than X%<\/strong><\/div>\r\n<div>This one is where we <strong>reward<\/strong> our <strong>top performing keywords<\/strong>. The CTR is determined by how many clicks to impressions a keyword or term receives. The more clicks to lower impressions means a higher CTR. BR is what is used to describe people that have clicked on your ad, landed on your page and left almost immediately. This is usually because the page you sent them to doesn&rsquo;t answer their needs. If your CTR is high and your BR is low that means that the keyword and landing page combination meets needs of the searcher and&nbsp;keeps them on your site longer. Finding these terms take a little investigating on your own. With Automated Rules we can set parameters to do the legwork for us.<\/div>\r\n<div>&nbsp;<\/div>\r\n<div>Test out some AdWords Scripts and Automated Rules on your accounts but make sure you do the necessary research before activating them.&nbsp;Before you get started with <a href=\"https:\/\/support.google.com\/adwords\/answer\/2497710?hl=en\">Automated Rules<\/a> get acquainted with them and then look at your account to see where they might be beneficial.<\/div>\r\n<\/div>\r\n<div>&nbsp;<\/div>\r\n<h2>AdWords Scripts &amp; Automated Rules Resources<\/h2>\r\n<p><strong>Automated Rules<\/strong><\/p>\r\n<ul>\r\n<li><a href=\"https:\/\/support.google.com\/adwords\/answer\/2472779?hl=en\" target=\"_blank\">Google Automated Scripts home<\/a><\/li>\r\n<li><a href=\"http:\/\/searchengineland.com\/secret-adwords-success-told-former-googler-213087\" target=\"_blank\">Automated Rules explained by an ex-Googler<\/a><\/li>\r\n<\/ul>\r\n<p><strong>Scripts<\/strong><\/p>\r\n<ul>\r\n<li><a href=\"https:\/\/developers.google.com\/adwords\/scripts\/\" target=\"_blank\">Google AdWords Scripts home<\/a><\/li>\r\n<li><a href=\"http:\/\/www.brainlabsdigital.com\/blog\/category\/adwords-scripts\/\" target=\"_blank\">Brainlabs Scripts<\/a><\/li>\r\n<li><a href=\"https:\/\/www.koozai.com\/blog\/pay-per-click-ppc\/google-adwords\/100-google-adwords-scripts-using\/#Bid-Modifiers\" target=\"_blank\">100 Google AdWords Scripts<\/a><\/li>\r\n<\/ul>\r\n<div><strong>Professional Assistance<\/strong><\/div>\r\n<div>And if all of this sounds daunting, contact Blue Sky Marketing and let us take care of you and your AdWords account.&nbsp;<\/div>","date_modified":"2016-01-18 02:31:41","createdby":"14","modifiedby":"12","newsdate":"2016-01-18 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":null,"author":null,"thumbnail":"\/uploads\/images\/blog\/adwords-scripts-automated-rules.jpg","headingphoto":null,"meta_title":"AdWords Automated Rules & Scripts - User Beware | From the Blue Sky Marketing Blog","meta_desc":"Managing AdWords is a bit like watching the Stock Market. Both fluctuate depending on the market (price of keywords + amount of searches per day) and but can cause your hair to fall out if you\u00e2\u20ac\u2122re not careful.","is_hidden":"0","target":"","newslink":"\/blog\/1096\/adwords-automated-rules--scripts---user-beware","thumbnail_display":"\/uploads\/images\/blog\/adwords-scripts-automated-rules.jpg","taginfo":{"info":[{"newsid":"1096","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1096","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1096","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1096","catid":"21","category":"AdWords","slug":""}],"categories":["9","12","21"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/\">AdWords<\/a>"},"src":"\/uploads\/images\/blog\/adwords-scripts-automated-rules.jpg"},{"id":"1095","title":"A Story of Telling Stories | Brand Manage Camp 2015","dateadded":"2015-11-20 12:44:45","article":"<p>How many people can say they&rsquo;ve had the opportunity to spend two fully interactive days with some of the world&rsquo;s top thinkers in brand management? I am one Blue Sky-er who is thankful to say I did.<\/p>\r\n<p>In our fast-paced world of technology and social media, we are now finding that consumers are smarter and more empowered than ever before, creating and sharing their opinions at rapid speeds. So what does that mean for brands and how do we as marketers transition to a model of advertising that appeals to these changing landscapes?<\/p>\r\n<p>This is the question we all hoped to have answered when we touched down in Las Vegas for the 2015 Brand ManageCamp, a two-day conference focused on a 360 degree view of advertising, strategy, innovation, insights, customer behavior and more. The conference held true to its slogan &ldquo;Fresh Thinking Starts Here&rdquo; by allowing us to flush our brains of the day-to-day routines and jumpstart our strategies with innovative and forward thinking.<\/p>\r\n<p>Take a look at some of the top takeaways and messages below:<\/p>\r\n<h3>The Brand Story + Who Should Be Telling It<\/h3>\r\n<p>It&rsquo;s no secret we are moving away from the stale, formulated advertisements of the past and watching brands create a world where the consumer can tell their own story and be their hero. Instead of dictating to consumers why a certain product or service will make them better, marketing should guide consumers on their own journey to success by tapping into their values and talking about things they care about.&nbsp;<\/p>\r\n<p>Take a look at <a href=\"https:\/\/www.youtube.com\/watch?v=XpaOjMXyJGk\" target=\"_blank\">Dove&rsquo;s Real Beauty Campaign<\/a>&nbsp;for example, where they are shattering the illusion of what beauty is and placing it back in the hands of women. Or Nike&rsquo;s slogan &ldquo;Everything You Need is Already Inside&rdquo; implying that their products are just assistants on a customer&rsquo;s personal journey.<\/p>\r\n<p>Then because consumers are so empowered, brands also need to engage and listen to what they&rsquo;re being told by their audiences. Social media is a platform just waiting for brand interaction as consumers share their stories (whether negative or positive) and wait for the reply. This is morphing into a&nbsp;new model of customer service that allows marketers to create even stronger ties the people who care about them the most.<\/p>\r\n<h3>Life Profit + How to Save the Day<\/h3>\r\n<p>Did you know recent data shows that most adults only have three memorable days each month? Some would say it&rsquo;s a scary statistic, but it&rsquo;s also an incredible branding opportunity according to Dustin Garvis who explained the concept of Life Profit &ndash; enriching every day life experiences.<\/p>\r\n<p>He believes that brands can step in and save the day for their customers by asking &ldquo;Do you know why your customers aren&rsquo;t having a memorable day? Can you change it?&rdquo; Finding the answer to this question, opens endless doors for a brand to reach and connect with its audience.&nbsp;<\/p>\r\n<p>Wonderful examples of this Life Profit strategy can be seen through companies like Expedia with their <a href=\"https:\/\/www.youtube.com\/watch?v=KI8LDZ9Kmgc\" target=\"_blank\">#tripaday Campaign<\/a>&nbsp;or <a href=\"https:\/\/www.youtube.com\/watch?v=HCmh8cBjUeM\" target=\"_blank\">McDonalds&rsquo; Pay with Lovin Campaign<\/a>. They are stepping in and answering to their customers&rsquo; needs by leaving an everlasting impression.&nbsp;<\/p>\r\n<h3>Be The Data Company + Digital Revolutionaries<\/h3>\r\n<p>Finally, no great branding or campaign can truly be deemed successful without hard data and digital technology to back it up. Today&rsquo;s top marketers are calling for companies to turn themselves into their own data machines, by taking advantage of the next technology and even creating their own.&nbsp;<\/p>\r\n<p>By doing so, we can learn more about our customers while creating a convenient world for them to live in. A few examples of this are <a href=\"https:\/\/www.youtube.com\/watch?v=EHMXXOB6qPA\" target=\"_blank\">Amazon&rsquo;s Dash Button<\/a>&nbsp;and&nbsp;<a href=\"https:\/\/www.youtube.com\/watch?v=Xp7s_kCHJS0\" target=\"_blank\">Neiman Marcus&rsquo; interactive mirror Memomi<\/a>.&nbsp;<\/p>\r\n<p>In the end it&rsquo;s clear, brands need to live their personality and tell a story, then the positive data we all know and love will come streaming in.&nbsp;<\/p>\r\n<p>This may be the one case, where what happened in Vegas certainly didn&rsquo;t stay there. We just wouldn&rsquo;t feel right about keeping all of the new knowledge to ourselves and we look forward to rolling these strategies for our clients in 2016!<\/p>\r\n<p>For more information on this incredible learning experience, <a href=\"http:\/\/brandmanagecamp.com\/\" target=\"_blank\">visit their website<\/a>.<\/p>","date_modified":"2015-11-23 15:38:00","createdby":"15","modifiedby":"12","newsdate":"2015-11-20 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"a-story-of-telling-stories-|-brand-manage-camp-2015","author":null,"thumbnail":"\/uploads\/images\/blog\/Brand-Manage-Camp.jpg","headingphoto":null,"meta_title":"Bridget goes to Brand Manage Camp","meta_desc":"A good Blue Sky Marketing employee is a well educated marketer. ","is_hidden":"0","target":"","newslink":"\/blog\/a-story-of-telling-stories-%7C-brand-manage-camp-2015","thumbnail_display":"\/uploads\/images\/blog\/Brand-Manage-Camp.jpg","taginfo":{"info":[{"newsid":"1095","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1095","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1095","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"}],"categories":["3","5"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>"},"src":"\/uploads\/images\/blog\/Brand-Manage-Camp.jpg"},{"id":"728","title":"Better Marketing Through Travel. Or the Power of a Bilingual Brain.","dateadded":"2013-08-12 04:52:12","article":"<p><img class=\" wp-image-732 alignnone\" style=\"float: left; margin: 5px 10px 5px 10px;\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/08\/995430_10201108413386575_1382858198_n.jpg\" alt=\"\" width=\"300\" height=\"199\" \/>At Blue Sky Marketing, we believe that bilingualism and travel go hand-in-hand in generating great marketing ideas.&nbsp;Speaking multiple languages may be an advantage in more ways than one. According to 2010 research by the Carnegie Mellon University, bilinguals are <strong>speedier task-switchers<\/strong> than monolinguals. Bilinguals are statistically better at reasoning, at multitasking, at grasping and reconciling conflicting ideas. &nbsp;I \"needed\" real-world proof of concept so I grabbed a last minute chance to fly to the wonderful land of the Samurai.&nbsp;Born and raised in an international family, and as intercultural mediator, I am fairly strong at ciao-ing, e&ntilde;e-ing, Umlaut-ing and y'all-ing &mdash; but I had no clue on <a title=\"What are ideograms?\" href=\"http:\/\/en.wikipedia.org\/wiki\/Ideogram\" target=\"_blank\" rel=\"noopener\">ideograms<\/a>. Japan was in fact the real challenge. I left with a couple of grammar rules, less than the basics for survival in words, no dictionary, a Lonely Planet, no cash (but of course, credit cards!!), fresh clothes and comfy shoes.<\/p>\r\n<h2><strong>Five amazing days in the Land of the Rising Sun<\/strong><\/h2>\r\n<p><strong><img style=\"float: left; margin: 5px;\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/08\/1069339_10201108363465327_1639603941_n.jpg\" alt=\"Senso-ji Temple | Tokyo\" width=\"300\" height=\"199\" \/>May-kee-kee: or made to please the eye&nbsp;<\/strong>&mdash; Everything is beautifully made in Japan, from the textiles, to the little food miniatures, to the gift-wrapping. I was astonished by the elegance of women walking in their perfectly bowed kimonos. Their walking mixed calmness and extreme hurry, as if they needed to gracefully run somewhere.&nbsp;<\/p>\r\n<p><strong>Ego ga hanasemaska (Do you speak English?)&nbsp;<\/strong>- You may be surprised that many Japanese don't speak a word of English. However, Japanese has borrowed many words from our language, often shortening and adapting them, eg. es-ka-re-ta, for escalator; te-re-bi, for television; pah-soh-kon for personal computer;&nbsp; buh-rah-kkuh-beh-ri for blackberry. A small phoenetic phrasebook can really make your day. I got mine in a&nbsp;<strong>deh-<\/strong><strong>pah-<\/strong><strong>ato<\/strong>&nbsp;(department store), after a little bit of digging into the world of ideograms.<\/p>\r\n<p><strong><img style=\"float: right; margin: 5px;\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/08\/1002149_10201108350825011_2053066865_n.jpg\" alt=\"Tsukiji Fish Market | Tokyo\" width=\"300\" height=\"199\" \/>Sushi&nbsp;<\/strong>&mdash; Don't expect Japanese to eat sushi all the time. Traditional Japanese cuisine features rice, miso soup and other dishes, with a strong focus on seasonal ingredients. Vegetables are pickled, or deep-fried in a light batter as tempura. Fish is more often grilled and only sometimes served as sashimi or sushi (which, as you can imagine, has a much more fishier and stronger flavor compared to what we eat in the US). If you ever get to Tokyo, don't miss the&nbsp;<strong>Tsukiji Fish Market<\/strong>&nbsp;and the fascinating neighborhood around it. It's like living in a <a title=\"What is manga?\" href=\"http:\/\/en.wikipedia.org\/wiki\/Manga\" target=\"_blank\" rel=\"noopener\">manga<\/a>.<\/p>\r\n<p><strong><img style=\"float: left; margin: 5px 10px 5px 10px;\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/08\/1001365_10201087998756222_1375347154_n.jpg\" alt=\"1001365_10201087998756222_1375347154_n\" width=\"300\" height=\"225\" \/>Kobe-beef<\/strong>&nbsp;&mdash; Dining with the locals in a traditional kobe-beef restaurant is something you cannot miss. Either&nbsp;<strong>shabu-shabu<\/strong>&nbsp;or&nbsp;<strong>sukiyaki<\/strong>&nbsp;are thinly sliced beef boiled or simmered in the nabemono (Japanese hot pot) style, alongside with vegetables and dipping sauces.&nbsp;Sukiyaki includes dipping in a raw, beaten eggs. It's a little shocking, but delicious! We also learned about multi-generational dining when we \"sat\" down to eat. As you may know, the Japanese traditionally kneel to eat. Younger generations, however, prefer to have a hole under the table where they can comfortably stretch their legs while seeming to kneel.<\/p>\r\n<h2><strong>Nimble brain.<\/strong><\/h2>\r\n<p>I had not heard a word of Japanese in my life - other than <a title=\"Watch one of the best scenes\" href=\"https:\/\/www.youtube.com\/watch?v=B9XyCwmh-5Q\" target=\"_blank\" rel=\"noopener\">The Last Samurai<\/a>, for the parts in original language &mdash; all devoutly captioned. For the first 24 hours I was lost absorbing all the sounds I could absorb. From the second day, everything astonishingly began to fall in place. I could find myself recognizing patterns out of the soundscape I was immersed in. I was able to <strong>interpret the key pitches and the rhythms of Japanese<\/strong>, which I perceived as a very harmonious language. I started getting that the verbs are at the end of the sentence; I understood that 'mashta' was the past tense, as the people would say for example 'arigato gozaimasu' while we were inside the store, and 'gozaimashta' on our way out, pulling the last syllable almost like in a singsong. I would repeat the same sounds after a couple of listenings and I remember them still today. What I had read in the studies that the bilingual brain is <strong>more efficient, faster in processing and very sound friendly<\/strong> felt true on my visit to Japan. The constant toggling that comes from having to choose among two or more words for every concept is a pure task-switching effort. It is hard to measure how anyone of us responds to the world, but there are some interesting proxies, like the Stroop test, where subjects are flashed with mismatches of color \/ word - the word black printed in red, say - and told to ignore what the word says and only announce the color. Almost universally, bilinguals are faster and make fewer mistakes.<\/p>\r\n<h2><strong>How could YOU enhance your flexibility?<\/strong><\/h2>\r\n<ol>\r\n<li><strong>Make a resolution and learn a new language<\/strong>. Start easy. Be conscious of your learning type (Do you learn by listening? By reading? By experiencing?), and start a private or a class course. There a bunch of language courses at private institutes, as well as continuous education classes at the major universities. What I have really found effective lately is Skype classes. It's approximately 75% less than one in person; you get a one-to-one class (and results!), and custom hours to fit your busy agenda.<\/li>\r\n<li><strong>Get exposed to a new culture.<\/strong> In a city such as Houston where people speak over 90 languages, you are really able to pick from a wide range of choices. Hang out with a bilingual or non-native colleague, dine in an ethnic restaurant, check out the <a href=\"http:\/\/www.internations.org\" target=\"_blank\" rel=\"noopener\">Internations<\/a> community, read a book about your next trip and local cultural values. You'll get closer to the culture and attitudes. Suspend your judgment and persevere.<\/li>\r\n<li><strong>Try something new. <\/strong>Learn to dance, cook a new recipe, or try a new route to work. Changing the context of your environment will make you feel a mind shift. In a study led by Wilma Koutstaal (The Agile Mind, 2011), older adults who participated in a variety of new and stimulating activities over a 3-month period showed a significant gain in creativity, problem-solving abilities and other markers of \"fluid intelligence\" when compared to a control group. Mental flexibility is aided by novelty, and that contributes to brain growth and development throughout a lifetime.<\/li>\r\n<li><strong>Challenge your neurons. <\/strong>Many of you may be familiar with <a title=\"Lumosity\" href=\"http:\/\/www.lumosity.com\/\" target=\"_blank\" rel=\"noopener\">Lumosity<\/a>, an online brain-training program consisting of over 40 games in the areas of memory, attention, flexibility, speed, and problem solving. Stimulate your neurons with a diet of challenging, novel tasks. You'll see yourself get better and better everyday. And your brain will thrive on the challenge!<\/li>\r\n<\/ol>\r\n<p>At Blue Sky Marketing we are proudly bilingual and bicultural.&nbsp;If you are looking for a partner in <a href=\"\/marketing_strategy\" target=\"_blank\" rel=\"noopener\">marketing strategy development<\/a>,&nbsp;<a title=\"Online marketing strategy Houston, Texas\" href=\"\/online_marketing\" target=\"_blank\" rel=\"noopener\">online marketing strategy<\/a>,&nbsp;<a title=\"Online Strategy for Business Development\" href=\"\/marketing_strategy\" target=\"_blank\" rel=\"noopener\">LinkedIn for business development<\/a>,&nbsp;or&nbsp;<a href=\"\/marketing_communications\" target=\"_blank\" rel=\"noopener\">communications development<\/a>, please <a href=\"mailto:michelle@blueskymkt.com\" target=\"_blank\" rel=\"noopener\">contact us<\/a> to see how we can help.<\/p>\r\n<p><strong>Author<\/strong>: Sara Barbieri, Blue Sky Marketing<\/p>","date_modified":"2025-03-24 01:02:41","createdby":"21","modifiedby":"61","newsdate":"2015-08-12 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"better-marketing-through-travel-or-the-power-of-a-bilingual-brain-and-travel","author":null,"thumbnail":"","headingphoto":null,"meta_title":"","meta_desc":"","is_hidden":"0","target":"","newslink":"\/blog\/better-marketing-through-travel-or-the-power-of-a-bilingual-brain-and-travel","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"728","tagid":"53","tag":"cultural awareness","slug":"cultural-awareness"},{"newsid":"728","tagid":"89","tag":"interculture","slug":"interculture"},{"newsid":"728","tagid":"125","tag":"multiculture","slug":"multiculture"},{"newsid":"728","tagid":"126","tag":"multilingualism","slug":"multilingualism"}],"tags":["53","89","125","126"],"taglinks":"<a href=\"\/blog\/tag\/cultural-awareness\">cultural awareness<\/a>, <a href=\"\/blog\/tag\/interculture\">interculture<\/a>, <a href=\"\/blog\/tag\/multiculture\">multiculture<\/a>, <a href=\"\/blog\/tag\/multilingualism\">multilingualism<\/a>"},"categoryinfo":{"info":[{"newsid":"728","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"728","catid":"7","category":"Houston","slug":"houston"},{"newsid":"728","catid":"11","category":"Multicultural","slug":"multicultural"},{"newsid":"728","catid":"24","category":"Digital Marketing","slug":""}],"categories":["3","7","11","24"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/houston\">Houston<\/a>, <a href=\"\/blog\/category\/multicultural\">Multicultural<\/a>, <a href=\"\/blog\/category\/\">Digital Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"1090","title":"Facebook Ads - Writing Ads that Convert to Leads","dateadded":"2015-07-13 07:08:36","article":"<p>As a follow up to my previous <a title=\"Facebook Ads Marketing\" href=\"\/blog\/facebook-ads-not-what-they-used-to-be\">Facebook Ads blog<\/a> on the many changes that Facebook has made to their ad platform, I want to delve a little deeper into what makes for good Facebook advertising - because as all marketers know, it is about targeting the right audience with the right message with optimal frequency to drive action. Here are a few tips to writing Facebook (or any social ads for that matter) that will convert.<\/p>\r\n<!--more-->\r\n<h2>Messaging Is Key<\/h2>\r\n<ul>\r\n<li><strong>Remember Your Audience&nbsp;<\/strong>- You are targeting this audience for a reason - align your message with WHY you are targeting their interests, behaviors or demographic. Some marketing messages are one-size-fits-all but be sure to craft a messaging plan that will incorporate general branding along with messages that will speak to this buying persona specifically so that your message will resonate with them. Example: if you are targeting empty nesters, don't use \"kid friendly\" messages, but rather speak to their desire for \"friends and family\" or if you are targeting yoga enthusiasts, don't write about marathon running.<\/li>\r\n<li><strong>Address The Buyer's&nbsp;Needs&nbsp;<\/strong>- Be sure your message speaks to a problem that your buyer has that you can solve. This ties into tip number 1. Be sure to be clear about the benefit for them to leave their \"social stalking\" to visit your website. Make your message about THEM not YOU.<\/li>\r\n<li><strong>Remember You're Invading Their Time<\/strong> - Your ads are mixed in to the news feed with information about their friends and family. Facebook just shared some research with me: <span style=\"text-decoration: underline;\">people are&nbsp;40 - 150x more likely to consume content from a Facebook Page in the news feed than on a Facebook Page.<\/span>&nbsp;Write something that doesn't feel so sales-y but addresses a desire they have so that it stands out from the photos of children, dogs, vacations and tough mudders that their connections are posting.<\/li>\r\n<li><strong>Do Not Engage in Bait &amp; Switch Tactics.<\/strong>&nbsp;Many regard social ads as a discovery medium. With that in mind, imagine that your ad will be seen by someone who knows nothing about your brand. For every ad, ask yourself: if the person has no clue what the brand is, do they know why they are clicking and what they will see when they get there?<\/li>\r\n<li><strong>Tie Back to Offline Messaging<\/strong> - Have a campaign running in print, television or elsewhere? Tie Facebook into that campaign! These social impressions will reinforce your message for a \"surround sound\" effect. Look at the samples below and see which brands&nbsp;you can identify solely from their other offline advertising.<\/li>\r\n<\/ul>\r\n<h2>Photos Make or Break Your Ads<\/h2>\r\n<ul>\r\n<li><strong>Connect the Photo to Your Message<\/strong> - The photo of your post in the news feed is what draws a person's eyes in. Make the most of it. Make sure it ties to your message or even offers a supporting message to the copy you have written.&nbsp;Most importantly be sure that it is something that immediately connects the viewer with your ad objective. Ex: if you are promoting&nbsp;a new location of a&nbsp;pizza delivery restaurant, be sure that your photo is of the pizza, not the location or signage. The enticing image of the pizza draws the person in to then be interested in what the copy says.<\/li>\r\n<li><strong>Test with Many Different Photos for the Same Message<\/strong> - The photo is the strongest part of the ad. You can disguise the same message with multiple photos to increase the frequency in which someone sees your ad and perhaps not realize it right away. Also, as we as marketers know, not all ads resonate with the same buyer persona, so select a few photos and test to see which work the test. <strong>Tip:<\/strong> turn off the lower-performing ads until the frequency has gotten too high on the top-performing ones, then re-use those unused ads as follow-up messaging later.<\/li>\r\n<li><strong>Add Copy&nbsp;or Logo To Your Image<\/strong> - Remember that the eye is drawn there first. What message or headline can you include (in 20% of the space or less) to reinforce your branding or promotion?<\/li>\r\n<li><strong>Change out Creative with&nbsp;Higher Frequencies.<\/strong> It should always feel fresh so that it isn't an annoyance to the&nbsp;user. It should feel organic. We've all had a moment when we notice an ad in our news feed, not because the message&nbsp;has finally sunk in, but because we've seen it too much and it is no longer \"part of the landscape.\" For me, it was a Discover Card ad. I saw it almost every time I logged in to Facebook for 2 months, trying to get me to sign up for a card (which I already have.) It was good creative - enticing photo, good message&nbsp;-&nbsp;but I was \"beaten over the head\" with it so the ad developed&nbsp;negative feelings for their brand since they were invading my personal Facebook time. <strong>Tip:<\/strong> if you are running ads only in the news feed, I recommend not letting your frequency get above 3-4. Side column ads aren't front and center, so you can get closer to 7-10, but always be mindful of your frequency.<\/li>\r\n<\/ul>\r\n<h2>Some Examples From Our \"Inspiration\"&nbsp;Archives<\/h2>\r\n<p>We are in the business of social ads, so we're constantly on the look-out for what other brands are doing that stand out in the news feed.<\/p>\r\n<h3>Desktop Facebook News Feed Ads<\/h3>\r\n<p><a href=\"\/uploads\/images\/blog\/united-facebook-ads.png\"><img class=\"alignnone size-medium wp-image-1093\" src=\"\/uploads\/images\/blog\/united-facebook-ads.png\" alt=\"United-Facebook-Ads\" width=\"246\" height=\"300\" \/><\/a>&nbsp;&nbsp;<a href=\"\/uploads\/images\/blog\/zipcar-choose-your-adventure.png\"><img class=\"alignnone wp-image-1094 size-medium\" src=\"\/uploads\/images\/blog\/zipcar-choose-your-adventure.png\" alt=\"Zipcar - Choose Your Adventure\" width=\"279\" height=\"300\" \/><\/a><\/p>\r\n<h3>Mobile Facebook News Feed Ads<\/h3>\r\n<p><a href=\"\/uploads\/images\/blog\/progressive-facebook-ad.png\"><img class=\"alignnone size-medium wp-image-1095\" src=\"\/uploads\/images\/blog\/progressive-facebook-ad.png\" alt=\"Progressive-Facebook-Ad\" width=\"169\" height=\"300\" \/><\/a>&nbsp;<a href=\"\/uploads\/images\/blog\/green-chef-facebook-ad.png\"><img class=\"alignnone size-medium wp-image-1096\" src=\"\/uploads\/images\/blog\/green-chef-facebook-ad.png\" alt=\"Green-Chef-Facebook-Ad\" width=\"169\" height=\"300\" \/><\/a>&nbsp;<a href=\"\/uploads\/images\/blog\/fundera-facebook-ad.png\"><img class=\"alignnone size-medium wp-image-1097\" src=\"\/uploads\/images\/blog\/fundera-facebook-ad.png\" alt=\"Fundera-Facebook-Ad\" width=\"169\" height=\"300\" \/><\/a> <a href=\"\/uploads\/images\/blog\/whole-foods-facebook-ad.png\"><img class=\"alignnone size-medium wp-image-1098\" src=\"\/uploads\/images\/blog\/whole-foods-facebook-ad.png\" alt=\"Whole-Foods-Facebook-Ad\" width=\"169\" height=\"300\" \/><\/a>&nbsp;<a href=\"\/uploads\/images\/blog\/facebook-facebook-ad.png\"><img class=\"alignnone size-medium wp-image-1099\" src=\"\/uploads\/images\/blog\/facebook-facebook-ad.png\" alt=\"Facebook-Facebook-Ad\" width=\"169\" height=\"300\" \/><\/a>&nbsp;<a href=\"\/uploads\/images\/blog\/fidelity-facebook-ad.png\"><img class=\"alignnone size-medium wp-image-1100\" src=\"\/uploads\/images\/blog\/fidelity-facebook-ad.png\" alt=\"Fidelity-Facebook-Ad\" width=\"169\" height=\"300\" \/><\/a><\/p>\r\n<h2>Need Help with Your Online Marketing?<\/h2>\r\n<p>Blue Sky Marketing manages the strategy and implementation for clients across a wide variety of industries, with a proven track record for insightful and ROI-driven marketing programs. <a href=\"\/online_marketing\" target=\"_blank\">Learn more about our online marketing services and contact us today.<\/a><\/p>","date_modified":"2016-02-21 14:30:39","createdby":"13","modifiedby":"13","newsdate":"2015-07-13 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"facebook-ads-how-to-craft-messaging-that-convert-to-leads","author":"Kate Nilsen","thumbnail":"\/uploads\/images\/blog\/united-facebook-ads.png","headingphoto":null,"meta_title":"Facebook Ads - Writing Ads that Convert to Leads | Blue Sky Marketing Blog","meta_desc":"We are in the business of social ads, so we're constantly on the look-out for what other brands are doing that stand out in the news feed.","is_hidden":"0","target":"","newslink":"\/blog\/facebook-ads-how-to-craft-messaging-that-convert-to-leads","thumbnail_display":"\/uploads\/images\/blog\/united-facebook-ads.png","taginfo":{"info":[{"newsid":"1090","tagid":"61","tag":"Facebook","slug":"facebook"},{"newsid":"1090","tagid":"62","tag":"facebook marketing","slug":"facebook-marketing"},{"newsid":"1090","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"1090","tagid":"136","tag":"online marketing implementation","slug":"online-marketing-implementation"},{"newsid":"1090","tagid":"137","tag":"online marketing strategy","slug":"online-marketing-strategy"},{"newsid":"1090","tagid":"163","tag":"social media marketing","slug":"social-media-marketing"}],"tags":["61","62","132","136","137","163"],"taglinks":"<a href=\"\/blog\/tag\/facebook\">Facebook<\/a>, <a href=\"\/blog\/tag\/facebook-marketing\">facebook marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing-implementation\">online marketing implementation<\/a>, <a href=\"\/blog\/tag\/online-marketing-strategy\">online marketing strategy<\/a>, <a href=\"\/blog\/tag\/social-media-marketing\">social media marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"1090","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1090","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["12","14"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/uploads\/images\/blog\/united-facebook-ads.png"},{"id":"1067","title":"Best Wishes to Calabash Island Eats + Rhum Bar","dateadded":"2015-07-08 17:35:25","article":"<p>Blue Sky is wishing every success for&nbsp;one of our clients that recently launched, Calabash Island Eats &amp; Rhum Bar. <a href=\"http:\/\/www.calabashislandeats.com\/\" target=\"_blank\">Calabash Island Eats<\/a>, the new restaurant and bar in Downtown Houston, opened&nbsp;July 3, 2015 for dinner. Founded by Grenadian native Gen Barclay, the restaurant offers traditional dishes from across the Caribbean along with an island-inspired Rhum Bar and performance stage set for live Calypso, Soca and Reggae music.<\/p>\r\n<!--more-->\r\n<p><a href=\"\/uploads\/images\/blog\/i-88v2b7j-x3.jpg\"><img class=\"alignright wp-image-1068 size-medium\" style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/i-88v2b7j-x3.jpg\" alt=\"Calabash Island Eats\" width=\"300\" height=\"205\" \/><\/a>Calabash Island Eats combines the diverse flavor profile of the Caribbean into all of its plates, including curry flavors, jerk seasoning and delicious sides like fried plantains. Restaurant goers can chow down on seasoned shark kebabs or enjoy a Calabash lamb burger served with traditional cou cou fries. And while a rich, new experience to some, all of the dishes are made to be just like the ones \"your Mummie used to make back home\" and reference the many isles from which they hail. For Calabash, our team dug deep into all facets of marketing. Menu design, website design and programming, invitations for friends &amp; family events, public relations, we did it all. <a href=\"\/uploads\/images\/blog\/i-crvlgd8-x3.jpg\"><img class=\" size-medium wp-image-1069 alignleft\" style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/i-crvlgd8-x3.jpg\" alt=\"Calabash Raised Deck\" width=\"300\" height=\"200\" \/><\/a>Taking full advantage of its location, one block away from the <a href=\"http:\/\/www.houstontoyotacenter.com\/\" target=\"_blank\">Toyota Center<\/a>, Calabash is equipped with a raised, outdoor dining deck, where they grow their own herbs, and open-air sidewalk seating, making it a perfect destination for concert goers&nbsp;and those headed out to enjoy a day in Discovery Green. A small stage is home to local artists entertaining guests with traditional Calypso, Soca and Reggae music, allowing them to soak in all of the Caribbean's defining rhythm and flavor. Whether catering to sports fans, Convention Center guests or those out for a B-cycle day in the area, businesses like Calabash Island Eats are a part of the ever-increasing development of the downtown area. And with offerings as unique as Caribbean dishes and dance, Houston may just have the vibrant downtown scene that it's been striving for.<\/p>","date_modified":"2015-08-28 11:33:33","createdby":"12","modifiedby":"14","newsdate":"2015-07-08 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"best-wishes-to-calabash-island-eats-rhum-bar","author":"Michelle LeBlanc","thumbnail":"\/uploads\/images\/blog\/i-88v2b7j-x3.jpg","headingphoto":null,"meta_title":"Best Wishes to Calabash Island Eats + Rhum Bar | Blue Sky Marketing Blog","meta_desc":"Calabash Island Eats combines the diverse flavor profile of the Caribbean into all of its plates, including curry flavors, jerk seasoning and delicious sides like fried plantains. ","is_hidden":"0","target":"","newslink":"\/blog\/best-wishes-to-calabash-island-eats-rhum-bar","thumbnail_display":"\/uploads\/images\/blog\/i-88v2b7j-x3.jpg","taginfo":{"info":[{"newsid":"1067","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1067","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/uploads\/images\/blog\/i-88v2b7j-x3.jpg"},{"id":"1054","title":"Websites: Smart Execution Brings Strong Results","dateadded":"2015-07-08 17:22:30","article":"<p>It's no secret that in our digital age a website is often the first impression a consumer receives when searching for a product or service. Websites must not only be visually appealing, but need to easily guide users and function across all mobile devices. We recently had the opportunity to work with a master-planned community in North Houston to bring them a refreshed website that yielded both results and emotion as a part of a rebranding campaign. Welcome to <a href=\"http:\/\/www.valley-ranch.com\/\" target=\"_blank\">Valley Ranch<\/a>.&nbsp;<\/p>\r\n<!--more-->\r\n<h2><span style=\"text-decoration: underline;\">A Piece of the Rebranding Campaign<\/span><\/h2>\r\n<p><a href=\"\/uploads\/images\/blog\/valley-ranch-website-before-and-after.jpg\"><img class=\"  wp-image-1059\" style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/valley-ranch-website-before-and-after.jpg\" alt=\"Valley-Ranch-Website-Before-and-After\" width=\"452\" height=\"226\" \/><\/a>Valley Ranch is a 1,400-acre master-planned community in North Houston with homes, shopping, dining, entertainment, offices, medical facilities and schools, all united by a series of public parks, lakes and trails. On the cusp of its newest developments including a number of new model homes and the 240-acre Valley Ranch Town Center, the community was re-branded in 2014, with a new logo and tagline, \"Full of Life\". This refreshed branding aimed to tell a story about experiencing life to the fullest and raising families in a place that would always be called home, but it was in need of a redesigned website to accompany its new look and goals.Take a look at the Before and After of Valley Ranch's We were honored to lead the development of this website which was re-launched in February 2015. The new site now has an improved, easy to navigate design that is adaptable to all mobile devices while seamlessly reflecting the creative objectives and branding.<\/p>\r\n<h2><span style=\"text-decoration: underline;\">Target Market and Usability Updates<\/span><\/h2>\r\n<p>For a better user experience the following features were added to the website:<\/p>\r\n<p style=\"padding-left: 30px;\"><strong>Home inventory search<\/strong> <strong> Quick Home finder<\/strong> <strong> Community amenity details<\/strong> <strong> Adaptable to all mobile devices<\/strong><\/p>\r\n<p>When designing the form and function of this website, we also kept in mind the community's target market: individuals and families who are actively searching for homes in Valley Ranch's price range of $180's - $400's. In conjunction with the branding, these prospective buyers are also focused on a lifestyle with an ideal location for work and play, surrounded by a wealth of community and area amenities.<\/p>\r\n<h2><span style=\"text-decoration: underline;\">The Results<\/span><\/h2>\r\n<p>Since its launch the Valley Ranch website experienced positive results in three key areas:<br style=\"padding-left: 30px;\" \/> <strong>Time on Site<\/strong> for Direct Traffic increased 45.72% indicating a better consumer experience. <strong>Bounce Rate<\/strong> decreased 66.62% indicating a better first impression. <strong>Returning Visitors<\/strong> increased 29.6% indicating the addition of new content and inventory provided value. Take a look at Valley Ranch's website <a href=\"http:\/\/www.valley-ranch.com\/\">here<\/a> and see the importance of a crisp website approach. If your company could use marketing counsel or a fresh brand perspective online, contact us at&nbsp;<a href=\"http:\/\/www.blueskymkt.com\/index.html\" target=\"_blank\">Blue Sky Marketing<\/a>.<\/p>","date_modified":"2015-08-28 11:33:20","createdby":"15","modifiedby":"14","newsdate":"2015-07-08 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"websites-smart-execution-brings-strong-results","author":null,"thumbnail":"\/uploads\/images\/blog\/valley-ranch-website-before-and-after.jpg","headingphoto":null,"meta_title":"Websites: Smart Execution Brings Strong Results | Blue Sky Marketing Blog","meta_desc":"We recently had the opportunity to work with a master-planned community in North Houston to bring them a refreshed website that yielded both results and emotion as a part of a rebranding campaign.","is_hidden":"0","target":"","newslink":"\/blog\/websites-smart-execution-brings-strong-results","thumbnail_display":"\/uploads\/images\/blog\/valley-ranch-website-before-and-after.jpg","taginfo":{"info":[{"newsid":"1054","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"1054","tagid":"37","tag":"branding","slug":"branding"},{"newsid":"1054","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"1054","tagid":"179","tag":"website development","slug":"website-development"},{"newsid":"1054","tagid":"180","tag":"website launch","slug":"website-launch"}],"tags":["34","37","138","179","180"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/branding\">branding<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/website-development\">website development<\/a>, <a href=\"\/blog\/tag\/website-launch\">website launch<\/a>"},"categoryinfo":{"info":[{"newsid":"1054","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1054","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1054","catid":"13","category":"Responsive Website","slug":"responsive-website"},{"newsid":"1054","catid":"17","category":"Website","slug":"website"}],"categories":["9","12","13","17"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/responsive-website\">Responsive Website<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/uploads\/images\/blog\/valley-ranch-website-before-and-after.jpg"},{"id":"1042","title":"Fit Couture - Award-Winning Email Marketing Campaign Case Study","dateadded":"2015-06-20 08:09:37","article":"<p><img class=\"aligncenter size-medium wp-image-1043\" style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/fitcouturespringemails.jpg\" alt=\"FitCoutureSpringEmails\" width=\"300\" height=\"227\" \/>Thinking of starting an email marketing campaign for your business? Here's&nbsp;the email marketing campaign that won this year's <a href=\"http:\/\/www.crystalawards.org\/\" target=\"_blank\">AMA Houston's Crystal Award<\/a> for <em>Email Communication Campaign<\/em> for a second year in a row. We're proud to have partnered with <a href=\"http:\/\/www.fitcouture.com\/\" target=\"_blank\">Fit Couture<\/a>, an online women's fitness clothing retailer, to create such a successful campaign. Here's the case study for the award-winning work done&nbsp;for the Spring Email Marketing Campaign for Fit Couture.&nbsp;<\/p>\r\n<!--more-->\r\n<h2>Situation\/Challenge:&nbsp;Drive Sales During Traditionally Slower Months<\/h2>\r\n<p class=\"p1\">Fit Couture is an online-only store of woman's fitness fashion, with designs to compliment the figure of&nbsp;any woman who wants to look their best when they exercise. Though competing against many large&nbsp;national brands, Fit Couture enjoys high customer satisfaction for long-lasting quality, flattering pants,&nbsp;tops and jackets. Key departments for the store are yoga, gym and running.<\/p>\r\n<p class=\"p1\">The challenge was to engage a database of previous customers during the Spring, a traditionally slow&nbsp;retail season, with key brand messages to continue sales objectives.<\/p>\r\n<h2 class=\"p1\">Objectives<\/h2>\r\n<p class=\"p1\">1. INCREASE WEBSITE VISITORS TO REPLACE COSTLY PPC TRAFFIC - Create a compelling&nbsp;email marketing campaign with key brand messages and captivating imagery to drive qualified traffic to&nbsp;various areas of the site and drive category page views, thus replacing less qualified traffic generated&nbsp;the previous year with costly pay per click advertising. The goal was to double the conversion rate&nbsp;of the previous Spring's PPC traffic.<\/p>\r\n<p class=\"p1\">2. INCREASE SALES - Through style recommendations, timely email themes and a strategic&nbsp;promotional plan, increase sales on FitCouture.com to meet a Spring revenue&nbsp;goal&nbsp;from these emails.<\/p>\r\n<h2 class=\"p1\">Strategy\/Tactics<\/h2>\r\n<p class=\"p1\">The email list of previous customers had laid dormant for almost a year prior, with no&nbsp;contact until the previous Holiday season, so Fit Couture wanted to continue to reengage these buyers&nbsp;with a series of eight emails during the Spring season. The emails served to recall the brand and&nbsp;deliver key brand messages coupled with limited-time promotional codes that would create a sense of&nbsp;urgency to click to shop.<\/p>\r\n<p class=\"p1\">&gt;&gt; INCREASE WEBSITE VISITORS<\/p>\r\n<p class=\"p1\">A secondary goal of the campaign was to replace the traffic generated by PPC ads through clear and&nbsp;direct calls to action and hitting on the various lifestyles -- yoga, workouts at the gym and running -- so&nbsp;that each segment would reengage with the brand and browse for pieces in those categories, even&nbsp;after an absence from the online store for some time.<\/p>\r\n<p class=\"p1\">&gt;&gt; INCREASE SALES<\/p>\r\n<p class=\"p1\">The primary objective of the campaign was that through increasing engagement with the email&nbsp;marketing messaging as well as a strong promotional plan, these previous customers would return to the online store and add&nbsp;more Fit Couture pieces to their fitness wardrobe as well. The promotions aimed to create a sense of&nbsp;urgency with sales only lasting a few days at a time.<\/p>\r\n<h2 class=\"p1\">Message Alignment<\/h2>\r\n<p class=\"p1\">As with any higher-end product, sales should be attached to an emotion evoked in the customer, so&nbsp;Fit Couture used lifestyle messaging and images to create strong customer affiliation with the brand.&nbsp;By varying the line of clothing but always calling out key brand messages about product quality,&nbsp;flattering fit and feeling good while being healthy, Fit Couture aligned itself with customer goals,&nbsp;speaking to their needs.<\/p>\r\n<h2 class=\"p1\">Results<\/h2>\r\n<p class=\"p1\">1. INCREASED WEBSITE VISITORS<\/p>\r\n<p class=\"p1\">As a result of the 8 emails, Fit Couture received over a healthy flow of&nbsp;visits&nbsp;to the online store, accounting for 19% of total&nbsp;website traffic.&nbsp;More importantly, email traffic replaced costly PPC traffic with more qualified traffic, with a 6.77% conversion rate, more than triple&nbsp;the previous year's PPC traffic's conversion rate.<\/p>\r\n<p class=\"p1\">2. INCREASED SALES<\/p>\r\n<p class=\"p1\">Fit Couture transactions&nbsp;attributed to email marketing in Spring 2014 almost tripled any other source.&nbsp;These emails were incredibly profitable, exceeding the revenue goal by&nbsp;51%.<\/p>\r\n<p class=\"p1\">If you'd like help creating an email marketing campaign for your business, <a href=\"http:\/\/www.blueskymkt.com\/index\" target=\"_blank\">contact Blue Sky Marketing<\/a> today. Our team is excited to help businesses discover successful online marketing programs to help grow their business.<\/p>","date_modified":"2015-08-28 11:33:45","createdby":"13","modifiedby":"14","newsdate":"2015-06-20 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"fit-couture-award-winning-email-marketing-campaign-case-study","author":"Kate Nilsen","thumbnail":"\/uploads\/images\/blog\/fitcouturespringemails.jpg","headingphoto":null,"meta_title":"Fit Couture - Award-Winning Email Marketing Campaign Case Study | Blue Sky Marketing Blog","meta_desc":"Fit Couture is an online-only store of woman's fitness fashion, with designs to compliment the figure of any woman who wants to look their best when they exercise.","is_hidden":"0","target":"","newslink":"\/blog\/fit-couture-award-winning-email-marketing-campaign-case-study","thumbnail_display":"\/uploads\/images\/blog\/fitcouturespringemails.jpg","taginfo":{"info":[{"newsid":"1042","tagid":"32","tag":"b2c marketing","slug":"b2c-marketing"},{"newsid":"1042","tagid":"51","tag":"crystal awards","slug":"crystal-awards"},{"newsid":"1042","tagid":"59","tag":"ecommerce marketing","slug":"ecommerce-marketing"},{"newsid":"1042","tagid":"60","tag":"email marketing","slug":"email-marketing"},{"newsid":"1042","tagid":"134","tag":"online marketing case study","slug":"online-marketing-case-study"}],"tags":["32","51","59","60","134"],"taglinks":"<a href=\"\/blog\/tag\/b2c-marketing\">b2c marketing<\/a>, <a href=\"\/blog\/tag\/crystal-awards\">crystal awards<\/a>, <a href=\"\/blog\/tag\/ecommerce-marketing\">ecommerce marketing<\/a>, <a href=\"\/blog\/tag\/email-marketing\">email marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing-case-study\">online marketing case study<\/a>"},"categoryinfo":{"info":[{"newsid":"1042","catid":"6","category":"Email Marketing","slug":"email-marketing"},{"newsid":"1042","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["6","12"],"categorylinks":"<a href=\"\/blog\/category\/email-marketing\">Email Marketing<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/uploads\/images\/blog\/fitcouturespringemails.jpg"},{"id":"985","title":"Facebook Ads - Not What They Used to Be","dateadded":"2015-06-18 08:12:28","article":"<p><img class=\"alignright size-medium wp-image-1029\" style=\"float: right;\" src=\"\/uploads\/images\/blog\/facebook-business-manager.jpg\" alt=\"Facebook-Business-Manager\" width=\"300\" height=\"209\" \/> Facebook soft-launched a new tool called \"Business Manager\" in late 2014 that intends to allow these high-octane brand\/business users to track those activities&nbsp;all in one place -- Business Manager. What's more, they've been rolling out many new changes to their Ad Accounts structure and tools to give advertisers more insights into audiences so we can be more strategic in our targeting. Here are a few different tools that I've come to rely on in creating and optimizing campaigns for our clients' Facebook advertising campaigns.<\/p>\r\n<!--more-->\r\n<h2>Create An Audience for Your Best ROI<\/h2>\r\n<h3>Custom &amp; Lookalike Audiences - Retargeting + Discovery<\/h3>\r\n<p>Many marketers that have dabbled with Facebook advertising know the basics about boosting posts to Page Fans, but there is a lot more to Facebook's targeting that I've really found success in using - specifically retargeting website visitors, in-house email or phone lists as well as creating lookalike audiences based on Page Fans and even website conversions. This can be done via the the \"Audiences\" area of the Ad Account and creating <strong>Custom Audiences<\/strong>. You can upload a CSV file of emails or phone numbers of your prospects and Facebook will connect that data with the profile associated with that email or phone number. Retargeting based on website visits requires a pixel to be installed on your site. These audiences are good for reaching out to prospects familiar with the brand with follow-up messaging. <strong>Lookalike Audiences<\/strong> can then be created based on website visitors, conversions or prospect lists to target new audiences with similar profiles to your lists. These audiences are sometimes a bit more of a long-shot, but are good for finding new customers with general brand messaging.<\/p>\r\n<h3>Strategic Retargeting with Facebook Ads<\/h3>\r\n<p><img class=\"alignnone size-full wp-image-1030\" style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/facebook-power-editor.jpg\" alt=\"Facebook-Power-Editor\" width=\"600\" height=\"298\" \/>Social ads have often been considered a discovery medium for brands, but I would also argue that they are an effective retargeting\/ remarketing tactic as well. With simply setting up a pixel on your website and creating a campaign of follow-up messages, you can maximize frequency of your message to your target audience. For example, you are running a Google AdWords search and display campaign or even an email to a third party list, which successfully converts to a website visit. With a simple website tracking pixel (and updated privacy policy) in place, you can retarget any of those interested consumers with a follow-up message to invite them back to the website -- turning a warm lead into an even warmer one. <strong>Tip:<\/strong> Create a funnel of messages with website retargeting. General branding messages to capture interest, then retarget with more specific messages to drive them back to key converting pages on your website.<\/p>\r\n<h2>Campaign Development - Test, Test &amp; Test Again<\/h2>\r\n<p>The key to any good online campaign is testing and the same can be said for Facebook campaigns. Here are a few recommendations for setting up the base for successful testing as well as optimizing your campaigns for the best CTR or CPM:<\/p>\r\n<ol>\r\n<li><strong>Don't Forget Website Analytics<\/strong> -&nbsp;be sure to set up Goals on your site if you don't have them already and use tracking code on your Facebook ads' URLs to track which are converting the best. This will help you in determining which audiences are performing the best and even which messages drive more leads, sales, etc.<\/li>\r\n<li><strong>Always Create Multiple Versions of an Ad<\/strong> - Facebook's platform is set up to optimize for your campaign objective, so creating multiple versions of the same ad will help test which resonates most with your target audience so that you can get the best CTR as well as increasing frequency of message with a fresh look later. <strong>Tip:<\/strong> Using their Power Editor is a great tool for quickly creating multiple versions.<\/li>\r\n<li><strong>Get Creative with Target Audiences<\/strong> - the beauty of the amount of self-reporting that happens on Facebook is that advertisers can target based on Interests as well as Demographics. Facebook has&nbsp;also partnered with three of the top data collection companies to incorporate additional Behavior targeting as well as many other Demographic targeting from data that isn't self-reported. Be aware though that using targeting methods tied to that third party data will come with a higher price tag per click\/impression.&nbsp;Makes sense, right? Facebook has to pay for that data, so costs get pushed through to advertisers.<\/li>\r\n<li><strong>Go Big or Go Home<\/strong> - Most marketers want to zero in on what they consider a highly probable group for conversions by selecting many criteria and limiting their audience size. This drives your CPC\/CPM up. Target a bit more loosely to see a lower cost per thousand served. Generally speaking, targeting an audience of less than 20,000 will be much more expensive per thousand. Over 100,000 is where you start to see economic pricing.<\/li>\r\n<li><strong>Monitor Frequency &amp; Cost<\/strong> - If you are using all four placements for your ads - newsfeed desktop and mobile, third party app placements and desktop right column, you'll want to stay below a frequency of 4. Facebook just recently added a column called \"Relevance Score\" stealing from the Google AdWords playbook to give you a quick read on how effective your ad is. They say that the score doesn't affect your CPM, but is more of an indicator of success or unsuccessful targeting.<\/li>\r\n<\/ol>\r\n<p>Read my more recent follow-up article about <a href=\"\/blog\/facebook-ads-how-to-craft-messaging-that-convert-to-leads\/\">ad writing for Facebook campaigns<\/a>. Both Twitter and LinkedIn are monetizing their newsfeeds as well as Pinterest and soon Instagram. Our team at Blue Sky Marketing&nbsp;are always early adopters and love to roll up our sleeves and test for the best ways to use these online marketing tools. Read our other blogs about our recent trips to the <a href=\"\/blog\/clickz-nyc-2015-day-1-wrap-up\/\">ClickZ Conference in NYC<\/a>,&nbsp;<a href=\"\/blog\/google-partners-all-stars-event\/\">Google All Stars Event<\/a>&nbsp;or the <a href=\"\/blog\/facebook-fit-making-business-stronger\/\">Facebook Fit Event<\/a>. If you are interested in improving your presence on Facebook or other social platforms, Blue Sky Marketing can help. See more of our <a href=\"\/online_marketing\" target=\"_blank\" rel=\"noopener\">online marketing services<\/a> and contact us today.<\/p>","date_modified":"2017-08-16 02:36:58","createdby":"13","modifiedby":"39","newsdate":"2015-06-18 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"facebook-ads-not-what-they-used-to-be","author":"Kate Nilsen","thumbnail":"\/uploads\/images\/blog\/facebook-business-manager.jpg","headingphoto":null,"meta_title":"Facebook Ads - Not What They Used to Be | Blue Sky Marketing Blog","meta_desc":"Social ads have often been considered a discovery medium for brands, but I would also argue that they are an effective retargeting\/ remarketing tactic as well.","is_hidden":"0","target":"","newslink":"\/blog\/facebook-ads-not-what-they-used-to-be","thumbnail_display":"\/uploads\/images\/blog\/facebook-business-manager.jpg","taginfo":{"info":[{"newsid":"985","tagid":"61","tag":"Facebook","slug":"facebook"},{"newsid":"985","tagid":"62","tag":"facebook marketing","slug":"facebook-marketing"},{"newsid":"985","tagid":"86","tag":"Houston social media","slug":"houston-social-media"},{"newsid":"985","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"985","tagid":"137","tag":"online marketing strategy","slug":"online-marketing-strategy"},{"newsid":"985","tagid":"139","tag":"online tools","slug":"online-tools"},{"newsid":"985","tagid":"162","tag":"social media","slug":"social-media"},{"newsid":"985","tagid":"163","tag":"social media marketing","slug":"social-media-marketing"}],"tags":["61","62","86","132","137","139","162","163"],"taglinks":"<a href=\"\/blog\/tag\/facebook\">Facebook<\/a>, <a href=\"\/blog\/tag\/facebook-marketing\">facebook marketing<\/a>, <a href=\"\/blog\/tag\/houston-social-media\">Houston social media<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing-strategy\">online marketing strategy<\/a>, <a href=\"\/blog\/tag\/online-tools\">online tools<\/a>, <a href=\"\/blog\/tag\/social-media\">social media<\/a>, <a href=\"\/blog\/tag\/social-media-marketing\">social media marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"985","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"985","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["12","14"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/uploads\/images\/blog\/facebook-business-manager.jpg"},{"id":"1024","title":"Micro-Moments from Google","dateadded":"2015-06-14 15:20:45","article":"<p><a href=\"\/uploads\/images\/blog\/google-think.jpg\"><img class=\"alignright size-medium wp-image-1038\" style=\"float: right;\" src=\"\/uploads\/images\/blog\/google-think.jpg\" alt=\"Micro-Moments with Google\" width=\"300\" height=\"180\" \/><\/a>As a recent attendee of <strong><a href=\"http:\/\/www.clickzlive.com\/newyork\/\" target=\"_blank\">ClickZ NYC<\/a>,<\/strong> I was intrigued when Google began talking about <em>micro-moments<\/em> in their presentations. These micro-moments, Google stated, were key&nbsp;behavior moments in a person's day. These moments Google broke down into 4 buckets:<\/p>\r\n<ol>\r\n<li>I want to Know.<\/li>\r\n<li>I want to Go.<\/li>\r\n<li>I want to Do.<\/li>\r\n<li>I want to Buy.<\/li>\r\n<\/ol>\r\n<!--more-->\r\n<p>Because of technology, consumer behavior has changed. The days of relying on word of mouth haven't disappeared, they've just taken a back seat in the decision-making timeline. Put it this way, how many times have you grabbed your phone to search for something on a whim? I know I've looked for goods and services plus travel deals. I've also looked for something a little more laser-focused like restaurants near me. I didn't know it then but I just fell into the 4 buckets mentioned above. I wanted to know, to go, to do and to buy. I wasn't able to tickle my fancy in such an immediate way prior to always having the internet in my pocket. Before&nbsp;that, I'd have to drive somewhere to inquire about whatever I was looking into. Sure, I could call but I'm a tactile person. '<strong><a href=\"https:\/\/www.thinkwithgoogle.com\/micromoments\" target=\"_blank\">Smartphones allow us to act on any impulse at any time<\/a><\/strong>.' This could be like I mentioned before, to end an argument, to look for a recipe, it doesn't matter. Whatever you want to know, almost all of it is a click away. Sometimes it's more than a click away and sometimes you have to look at more than a few websites to find what you're looking for. At that point, your micro-moment becomes macro and your passion to find what you're looking for turns into frustration. It's our job as marketers and designers to make sure our audience never hits that macro-moment. But what if you don't have a bevy of designers and marketers working for you and you have to do it alone? It will take some time, but you can do it and here's one way.<\/p>\r\n<h2>Develop Buyer Personas<\/h2>\r\n<p>Every buyer has a persona and the more niche your service or product, the more narrow your buyer's persona is. Put another way,&nbsp;if you're Coca-Cola, your buyer persona is varied. If you make men's raw denim jeans, you're going to have a better idea of who&nbsp;buys yours product. A lot of times, companies get so used to speaking their own way that they forget that their customers speak a different way. Figuring out your buyer's persona or personas will better equip you in making the right content choices for your website.<\/p>\r\n<h3>So how does this all add up?<\/h3>\r\n<p>I guarantee you that if you created 2 pages on your site that were identical in how they looked but one page was written in the way your company speaks and the other written for your buyer persona, the latter page would outperform the former&nbsp;by leaps and bounds. But buyer personas&nbsp;doesn't just stop with using the right language. It also helps if your design is visually engaging to your end user. Yahoo!, Google and others have run tests on various types of online ads and have realized that the ones that speak to the end user's emotions rather than the product has a greater conversion rate than the product. That's because the most important thing to the end user is themselves. People want to find something they relate to, i.e. they want to find themselves. If they can relate, they begin to trust, and that trust just might turn into a sale. Well, that is if you've figured out <em>their<\/em> micro-moments. For more on micro-moments check out <a href=\"https:\/\/www.thinkwithgoogle.com\/micromoments\" target=\"_blank\">Google's site<\/a>. <strong><a href=\"\/author\/jasonblueskymkt\/\">Jason McElweenie<\/a><\/strong> Digital Marketing Specialist jason [at] blueskymkt.com<\/p>","date_modified":"2015-08-28 11:32:03","createdby":"14","modifiedby":"14","newsdate":"2015-06-14 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"","author":null,"thumbnail":"\/uploads\/images\/blog\/google-think.jpg","headingphoto":null,"meta_title":"Micro-Moments from Google | Blue Sky Marketing Blog","meta_desc":"These micro-moments, Google stated, were key behavior moments in a person's day. These moments Google broke down into 4 buckets:","is_hidden":"0","target":"","newslink":"\/blog\/1024\/micro-moments-from-google","thumbnail_display":"\/uploads\/images\/blog\/google-think.jpg","taginfo":{"info":[{"newsid":"1024","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1024","catid":"8","category":"Marketing Conferences","slug":"marketing-conferences"},{"newsid":"1024","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1024","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["8","9","12"],"categorylinks":"<a href=\"\/blog\/category\/marketing-conferences\">Marketing Conferences<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/uploads\/images\/blog\/google-think.jpg"},{"id":"1008","title":"ClickZ NYC 2015 Day 2 Wrap Up","dateadded":"2015-06-03 13:05:48","article":"<p>Day 2&nbsp;of ClickZ NYC finds us back in Times Square for another day filled with great speakers and great content.<\/p>\r\n<h2>Digital Innovation at the White House<\/h2>\r\n<p><a href=\"\/uploads\/images\/blog\/img_9282.jpg\"><img class=\"alignright wp-image-1013 size-full\" style=\"float: right;\" src=\"\/uploads\/images\/blog\/img_9282.jpg\" alt=\"NYC Subway \" width=\"300\" height=\"200\" \/><\/a>Day 2 got off to an interesting start with Leigh Heyman, Director of New Media Technologies, Executive Office of the President. Leigh spoke about various things going on in the media world of the White House. First up was the run down on this year's State of the Union Address. Getting a behind the door look at how they pulled it off in the digital age was interesting for a nerd like myself.<\/p>\r\n<!--more-->\r\n<p>Once the speech was finalized, the&nbsp;team&nbsp;had an 8 week window in order to dissect all the information&nbsp;and prepare collateral. Not only did they need to build out a site, they had to create graphical elements like infographics, charts and graphs plus program interactive sections that can be shared via social channels. Included in this year's SOTU was a live video feed and what they called a 'river of content.' This river of content was a stream of constantly updated river of photos, tweets and Facebook posts that ran under the video. Using new methods, they were able to increase time on page by 45%. That might not sound impressive to some but that translates to 18,000 poll responses, 17,000 river of content shares and 40,000 email sign-ups. 52% of their traffic was on mobile and\/or tablet live streaming. Leigh also touched on White House sponsored hackathons hosted at 1600 Pennsylvania that&nbsp;sifted through all of the open White House data. Hackers were able to use this data to build sites or programs that the public can then use. For more on that check out&nbsp;<a href=\"http:\/\/api.whitehouse.gov\/\">http:\/\/api.whitehouse.gov\/<\/a>,&nbsp;<a href=\"http:\/\/github.com\/whitehouse\">http:\/\/github.com\/whitehouse<\/a> and <a href=\"http:\/\/whitehouse.gov\/developers\">http:\/\/whitehouse.gov\/developers<\/a>.<\/p>\r\n<h2>The Magic of Mobile: Effective Mobile Tactics<\/h2>\r\n<p><a href=\"\/uploads\/images\/blog\/img_9410.jpg\"><img class=\"alignright size-full wp-image-1015\" style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/img_9410.jpg\" alt=\"Statue of Liberty\" width=\"300\" height=\"200\" \/><\/a>This was worth the price of admission. John Shehata of ABC News brought the thunder and did&nbsp;so in an extremely passionate and animated way. Not only does John get it, he loves to share it. John shared a ton of information that touched on mobile, its affect on us now and to come. For instance, search, much like on desktop, is the #1 content discovery tool for mobile users. Google has made some drastic changes to accommodate this including creating a new mobile-only index. Sites that aren't mobile or responsive run the risk of not showing up in the Google mobile index. &nbsp;So, in essence, searchers on desktop and mobile can potentially see different results. For more on that, check out Google post on their Webmaster Blog&nbsp;<a href=\"http:\/\/googlewebmastercentral.blogspot.com\/2015\/02\/finding-more-mobile-friendly-search.html\">http:\/\/googlewebmastercentral.blogspot.com\/2015\/02\/finding-more-mobile-friendly-search.html<\/a>.<\/p>\r\n<h2>Master the Formula for Compelling Ad Copy<\/h2>\r\n<p>This was a one-two punch from Frank Palmieri and Hobson Powell of Yahoo! This was basic ad copy writing stuff, but it's always good to get a refresher on things. If you're unfamiliar, in popular search results, Google and other search engines like Yahoo! pepper their results with paid advertising. These may seem like lines of rambling copy, but a well written ad follows some pretty interesting guidelines. For instance, much like all marketing, you want to connect on an emotional level but you also want to speak the end users' language. You want to talk your audience and not over their heads. Other elements like 'igniters' elicit&nbsp;a response. Some could be questions or lists; 'Ten Greatest Cities' or 'Hurry, Limited Time Only' ignite a need to convert in the searcher. There are also 'enlighteners' like differentiators or headlines that include benefits, which help your copy immensely. Rhythm is also important. Many times each line of an ad is dissected so much that each line stands on its own and doesn't fit with other lines in the ad. It's important that you try to think how the person that searched for something and triggered your ad would think. What would make them click? What would turn them away? Emotion, language and credibility are&nbsp;very important.<\/p>\r\n<h2>Master the Science of Engaging Ad Images<\/h2>\r\n<p>It's no secret that images connect more with users that simple text. The right image can help someone figure out instantaneously if this is what they are looking for or not. This was another one-two punch from Yahoo! featuring Hobson Powell again with&nbsp;Patrick Salmon. The team at Yahoo! ran ad tests for a coffee company. Some ads showed just coffee, some a mug and others showed a dad feeding an infant with a bottle and a coffee maker in the background. Not surprisingly the image with the baby garnered more clicks. Testers stated that they were more than likely to click on the image with the father and baby out of curiosity and a sense of connectedness of being fathers of newborns themselves. The image itself promoted a positive and inspirational situation that resonated with people. Using images can be tricky and you do run the risk of having a larger Bounce Rate. Knowing your audience and what makes them tick will give you a leg up in image creation. As marketers or business owners, we need to take a step back and forget what we want to do and instead think of what we should do.<\/p>\r\n<h3>Final Thoughts<\/h3>\r\n<p>This was my first ClickZ conference in a few years and I was not disappointed. The content was great, the location was amazing and the food was top notch. My only complaint is that I don't live in NYC. For a recap of Day 1 check out my&nbsp;<a href=\"\/blog\/clickz-nyc-2015-day-1-wrap-up\/\">ClickZ NYC 2015 Day 1<\/a>&nbsp;post. Contact us at <a href=\"http:\/\/www.blueskymkt.com\/index.html\" target=\"_blank\">Blue Sky Marketing<\/a> if these posts get you thinking about <a href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">online marketing<\/a> and promoting your own business.<\/p>","date_modified":"2015-08-28 11:35:24","createdby":"14","modifiedby":"14","newsdate":"2015-06-03 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"clickz-nyc-2015-day-2-wrap-up","author":null,"thumbnail":"\/uploads\/images\/blog\/img_9282.jpg","headingphoto":null,"meta_title":"ClickZ NYC 2015 Day 2 Wrap Up | Blue Sky Marketing Blog","meta_desc":"This was worth the price of admission. John Shehata of ABC News brought the thunder and did so in an extremely passionate and animated way.","is_hidden":"0","target":"","newslink":"\/blog\/clickz-nyc-2015-day-2-wrap-up","thumbnail_display":"\/uploads\/images\/blog\/img_9282.jpg","taginfo":{"info":[{"newsid":"1008","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"1008","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"1008","catid":"8","category":"Marketing Conferences","slug":"marketing-conferences"},{"newsid":"1008","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"1008","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"1008","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"1008","catid":"15","category":"Technology","slug":"technology"}],"categories":["4","8","9","12","14","15"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/marketing-conferences\">Marketing Conferences<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/technology\">Technology<\/a>"},"src":"\/uploads\/images\/blog\/img_9282.jpg"},{"id":"990","title":"ClickZ NYC 2015 Day 1 Wrap Up","dateadded":"2015-05-20 10:03:09","article":"<p><a href=\"\/uploads\/images\/blog\/flatiron.jpg\"><img class=\"alignright size-medium wp-image-1000\" style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/flatiron.jpg\" alt=\"Flat Iron Building\" width=\"192\" height=\"300\" \/><\/a>Recently I had the pleasure of attending the <a href=\"http:\/\/www.clickzlive.com\/newyork\/\" target=\"_blank\">ClickZ conference<\/a> in New York City. For a marketing nerd like myself, it's always great to get out from behind the desk and rub elbows with your peers while listening to industry leaders. This was my first ClickZ conference but I had attended the previously branded name of Search Engine Strategies (SES) conference in San Jose a few years prior. Despite the name change the quality of speakers, accommodations and food remained the same: top-notch. The variety of speakers at this year's conference featured industry leaders like Google and Yahoo and those speaking about Google and Yahoo but it also featured interesting keynotes like a recap on the online marketing, social media marketing and web development that went into this year's State of the Union address. Political allegiances aside the current POTUS and his media team have done some pretty amazing things. Some that get noticed (2008 Hope campaign) and some that don't (White House Hackathons).<\/p>\r\n<p><a href=\"\/uploads\/images\/blog\/times-square.jpg\"><img class=\"alignleft size-full wp-image-993\" style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/times-square.jpg\" alt=\"Times Square - NYC\" width=\"300\" height=\"199\" \/><\/a>Hosted at the New York Marriott Marquis in Times Square, the conference got underway with a keynote from Tim Goudie, Director of Social Media, Sustainability, The Coca Cola Company. His presentation was about branding the Coca Cola product world wide and turning local women in poverty &nbsp;stricken areas as brand ambassadors. He then went on to talk about how Coke harnessed the power of paid social media to get their messages out. It was refreshing to hear such a large company not only embrace what we as marketers preach but to also monitor and see that digital marketing is an extremely viable form or marketing. I spent most of the first day in the Google room. Let's be honest, the majority of what I do on a day-to-day basis is send offerings to Google in hopes that they rain down praises on us. They make the rules and we live by them--not just us as marketers but other titans like Microsoft and Yahoo. The presentations were all very informative The room was a little too small for the audience they attracted, but they did have unlimited gummy bears! Topics covered by the team at Google ranged from basic take-aways to some higher level stuff. All of which can be found here&nbsp;<a href=\"http:\/\/g.co\/GoogleBP\">g.co\/GoogleBP<\/a>. Also, make sure to download all of the check lists they provide. Use them to make sure you're crossing the t's and dotting the i's. Here are some highlights from the Google room:<\/p>\r\n<h2><strong>Using Remarketing on Google Display to Re-engage Past Site Visitors<\/strong><\/h2>\r\n<p>If you're in charge of your company or agency's AdWords account, this presentation was ripe with great information on how to harness Display in Google AdWords. If you're not familiar with the term <em>remarketing<\/em> or <em>retargeting<\/em> it implies means what it says. You use your ads to remarket to past site visitors. If you aren't running any remarketing, you should look into it. It's a great way to get a second or third look from a site visitor. <a href=\"http:\/\/adwords.blogspot.com\/2015\/03\/best-practices-re-engage-past-site.html\">http:\/\/adwords.blogspot.com\/2015\/03\/best-practices-re-engage-past-site.html<\/a><\/p>\r\n<h2><strong>Better Together: AdWords and Google Analytics<\/strong><\/h2>\r\n<p>Let's face it, the basic rules of online marketing haven't changed all that much. Build great sites with informative information and be nice. What has changed is how we analyze things. If you're running AdWords and your Analytics account is not connected to AdWords, stop reading this right now and <a title=\"Google Analytics\" href=\"https:\/\/support.google.com\/adwords\/answer\/1704341?hl=en\" target=\"_blank\">connect them<\/a>!&nbsp;This is a really great presentation to help you analyze your AdWord traffic and make informative changes to your marketing.<\/p>\r\n<h2><strong>Keywords, Ads &amp; Quality Score: Rethinking the So-Called Basics of Paid Search<\/strong><\/h2>\r\n<p>This session was broken up into 3 sessions. <strong>First up was Keywords.<\/strong> This is a great refresher for those of in the business and a great foundation for those just starting out. Keywords are the most important thing in any online marketing. Making sure your keywords align with your business goals ensures you get the people you want to your site. <a href=\"https:\/\/support.google.com\/adwords\/answer\/6167110\">https:\/\/support.google.com\/adwords\/answer\/6167110<\/a> <strong>Next up was Ads.<\/strong> Once you've declared your keywords, you'll need to create engaging ads to get traffic to your site. Writing simple and compelling copy helps searchers realize before they click on ad if you are what they're looking for. Using Ad Extensions also further solidifies this. Ads are the doorway to your site, you want to make sure they&nbsp;tell the right story. <a href=\"https:\/\/support.google.com\/adwords\/answer\/6167122\">https:\/\/support.google.com\/adwords\/answer\/6167122<\/a> <strong>Quality Score is an extremely important part of the mix.<\/strong> A lot of factors tie into Quality Score: ad relevance to a search, click-through-rate, bounce rate, landing page copy to name a few. Staying on top of Quality Score helps you weed out terms that cause more harm to your account than success. Quality Score is ranked out of 10. Any term 5 out of 10 and above are preferred. Anything below that causes your account to be charged a premium every time that term triggers a click. I can't stress how important Quality Score is. Make sure you stay on top of it. <a href=\"https:\/\/support.google.com\/adwords\/answer\/6167123\">https:\/\/support.google.com\/adwords\/answer\/6167123<\/a><\/p>\r\n<h3><strong>Day 1 Recap<\/strong><\/h3>\r\n<p>For a nerd like myself, the Google room was like being on the Millennium Falcon. I ventured into some of the other rooms to take in what my peers had to say.<\/p>\r\n<h3><strong>ClickZ Day 1 Presentations<\/strong>:<\/h3>\r\n<p><a href=\"http:\/\/www.clickzlive.com\/newyork\/agenda-day1.php\">http:\/\/www.clickzlive.com\/newyork\/agenda-day1.php<\/a> If you would like a copy of any of the presentations I did not link above, shoot me an email here: jason @ blueskymkt dot com. Check out&nbsp;<a href=\"\/blog\/clickz-nyc-2015-day-2-wrap-up\/\">ClickZ NYC Day 2 Recap<\/a>.<\/p>","date_modified":"2015-08-28 11:37:50","createdby":"14","modifiedby":"14","newsdate":"2015-05-20 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"clickz-nyc-2015-day-1-wrap-up","author":null,"thumbnail":"\/uploads\/images\/blog\/flatiron.jpg","headingphoto":null,"meta_title":"ClickZ NYC 2015 Day 1 Wrap Up | Blue Sky Marketing Blog","meta_desc":"Let's face it, the basic rules of online marketing haven't changed all that much. Build great sites with informative information and be nice. What has changed is how we analyze things.","is_hidden":"0","target":"","newslink":"\/blog\/clickz-nyc-2015-day-1-wrap-up","thumbnail_display":"\/uploads\/images\/blog\/flatiron.jpg","taginfo":{"info":[{"newsid":"990","tagid":"22","tag":"AdWords","slug":"adwords"},{"newsid":"990","tagid":"73","tag":"Google Analytics","slug":"google-analytics"},{"newsid":"990","tagid":"132","tag":"online marketing","slug":"online-marketing"}],"tags":["22","73","132"],"taglinks":"<a href=\"\/blog\/tag\/adwords\">AdWords<\/a>, <a href=\"\/blog\/tag\/google-analytics\">Google Analytics<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"990","catid":"8","category":"Marketing Conferences","slug":"marketing-conferences"},{"newsid":"990","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["8","12"],"categorylinks":"<a href=\"\/blog\/category\/marketing-conferences\">Marketing Conferences<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/uploads\/images\/blog\/flatiron.jpg"},{"id":"981","title":"Tips For Good Blog Writing as Part of a Strong Content Strategy","dateadded":"2015-05-05 06:32:26","article":"<p>Are you starting a blog for your business? Well have no fear, writing a good blog article is easy once you know how. However, getting started can be the hardest part. These tips are designed to help you write your first blog article, create a template for <a title=\"Content Marketing Strategy\" href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">successful blog writing<\/a>, and get more readers.<\/p>\r\n<h2>Structure<\/h2>\r\n<p>The overall structure of your blog article is very important for readability. It is similar to the inverted pyramid of journalism, but here are some differences that will help your blog writing:<\/p>\r\n<!--more-->\r\n<ul>\r\n<li>The title needs to describe what the article is about and be concise.<\/li>\r\n<li>Keep the most important information first.<\/li>\r\n<li>Create an opening paragraph that is warm and inviting.<\/li>\r\n<li>Subheads help the content be more readable for web users.<\/li>\r\n<li>Write lists, they are easier to skim.<\/li>\r\n<li>Your lists don't have to contain every reason for doing something.<\/li>\r\n<li>Make sure to close with a call to action.<\/li>\r\n<\/ul>\r\n<h2>Writing Style<\/h2>\r\n<p>Writing a blog article is not the same as other writing. Your writing doesn't have to be incredibly formal. Here are some ways to help your blog writing style:<\/p>\r\n<ul>\r\n<li>Write in first person.<\/li>\r\n<li>Use more active writing.<\/li>\r\n<li>Make the writing feel personal for your reader.<\/li>\r\n<li>Write concisely.<\/li>\r\n<li>It's okay to ask your readers close-ended questions, it helps with flow.<\/li>\r\n<li>The last sentence before the list should flow into the list.<\/li>\r\n<\/ul>\r\n<h2>How Make Your Content Easier to Find<\/h2>\r\n<p>Are you wondering how to get the most views on your blog? This is a common concern. Here are some tips for getting the most out of your blog:<\/p>\r\n<ul>\r\n<li>Use keywords from your <a title=\"Blue Sky Marketing - SEO Strategy\" href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">SEO strategy<\/a> to generate topics.<\/li>\r\n<li>Add in keywords that are relevant to your SEO (search engine optimization) strategy.<\/li>\r\n<li>Include your company name and links to your website.<\/li>\r\n<li>Incorporate language that helps with internal linking of pages on your website. For added SEO benefit, link those keywords to the relevant landing page on your site.<\/li>\r\n<li>Make sure your blog article starts with a concise summary of what the article is about and why it matters.<\/li>\r\n<\/ul>\r\n<p>Writing a blog is a great way for you to reach more potential customers and develop your company as a resource in your field and thought leader. So try to get the most out of your blog by trying these tips. If you would like more help with your blog or other <a title=\"Online Marketing Strategy\" href=\"\/online_marketing\" target=\"_blank\">online marketing services<\/a>, contact Blue Sky Marketing at (713) 818-0070 or through our <a title=\"Blue Sky Marketing\" href=\"\/index\">website<\/a>.<\/p>","date_modified":"2015-08-28 11:38:21","createdby":"23","modifiedby":"14","newsdate":"2015-05-05 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"tips-for-good-blog-writing-as-part-of-a-strong-content-strategy","author":null,"thumbnail":null,"headingphoto":null,"meta_title":"Tips For Good Blog Writing as Part of a Strong Content Strategy | Blue Sky Marketing Blog","meta_desc":"Are you starting a blog for your business? Well have no fear, writing a good blog article is easy once you know how. However, getting started can be the hardest part. These tips are designed to help you write your first blog article, create a template for successful blog writing, and get more reader","is_hidden":"0","target":"","newslink":"\/blog\/tips-for-good-blog-writing-as-part-of-a-strong-content-strategy","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"981","tagid":"33","tag":"blogging","slug":"blogging"},{"newsid":"981","tagid":"49","tag":"content strategy","slug":"content-strategy"},{"newsid":"981","tagid":"135","tag":"online marketing for businesses","slug":"online-marketing-for-businesses"},{"newsid":"981","tagid":"136","tag":"online marketing implementation","slug":"online-marketing-implementation"},{"newsid":"981","tagid":"137","tag":"online marketing strategy","slug":"online-marketing-strategy"},{"newsid":"981","tagid":"160","tag":"SEO","slug":"seo"},{"newsid":"981","tagid":"161","tag":"SEO strategy","slug":"seo-strategy"}],"tags":["33","49","135","136","137","160","161"],"taglinks":"<a href=\"\/blog\/tag\/blogging\">blogging<\/a>, <a href=\"\/blog\/tag\/content-strategy\">content strategy<\/a>, <a href=\"\/blog\/tag\/online-marketing-for-businesses\">online marketing for businesses<\/a>, <a href=\"\/blog\/tag\/online-marketing-implementation\">online marketing implementation<\/a>, <a href=\"\/blog\/tag\/online-marketing-strategy\">online marketing strategy<\/a>, <a href=\"\/blog\/tag\/seo\">SEO<\/a>, <a href=\"\/blog\/tag\/seo-strategy\">SEO strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"981","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"981","catid":"17","category":"Website","slug":"website"}],"categories":["12","17"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"978","title":"Cat Stevens, Music and Its Many Effects","dateadded":"2014-12-08 17:51:30","article":"<p>This week I am venturing off the normal Blue Sky Marketing blog path to talk about music. This blog was prompted by a <a title=\"Cat Stevens\" href=\"http:\/\/en.wikipedia.org\/wiki\/Cat_Stevens\" target=\"_blank\">Cat Stevens\/Yusuf Islam<\/a> concert that I was privileged to attend on 12\/07\/14. &nbsp;I had a sister that listened to Cat Stevens' Greatest Hits album every day for about a year, I memorized every word by osmosis. It turns out that about the same time, my husband was attending middle school in Liverpool, England, they had done away with morning prayers and started each school day by singing \"Morning has Broken\" by Cat Stevens; the school used music to join the students together. We both jumped at the chance to see Cat Stevens in concert.<\/p>\r\n<!--more-->\r\n<p><strong>Stop and think for a minute about your favorite music, how does it make you feel? What moment in your life does that favorite song remind you of? Are their songs that make you tear up? Are their TV commercial jingles that make you smile? &nbsp;<\/strong> Whether holiday songs, Happy Birthday or your favorite band, music is emotionally powerful. As I spend most of my days marketing online digitally, I realize that many of us have forgotten \/ are forgetting the powerful effect of music. We choose from YouTube and Apple's pre-chosen music tracks as background for videos or randomly pick music beds, this needs to stop. Connecting your audience to you brand includes audible cues that we as marketers can provide. As I go humming &nbsp;the lyric \"if you want to sing out, sing out;&nbsp;And if you want to be free, be free\"&nbsp;into 2015, I will be mindful once again of the power of music. Thank you, Yusuf. &nbsp; &nbsp;<\/p>","date_modified":"2015-08-28 11:42:56","createdby":"12","modifiedby":"14","newsdate":"2014-12-08 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"cat-stevens-music-and-its-many-effects","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":"Cat Stevens, Music and Its Many Effects | Blue Sky Marketing Blog","meta_desc":"Stop and think for a minute about your favorite music, how does it make you feel? What moment in your life does that favorite song remind you of? Are their songs that make you tear up? Are their TV commercial jingles that make you smile?","is_hidden":"0","target":"","newslink":"\/blog\/cat-stevens-music-and-its-many-effects","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"978","tagid":"127","tag":"music in marketing","slug":"music-in-marketing"}],"tags":["127"],"taglinks":"<a href=\"\/blog\/tag\/music-in-marketing\">music in marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"978","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"962","title":"Google Partners All Stars Event","dateadded":"2014-10-03 14:16:40","article":"<p><a href=\"\/uploads\/images\/blog\/20140826_111811.jpg\"><img class=\"wp-image-964 size-medium\" style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/20140826_111811.jpg\" alt=\"Google \" width=\"300\" height=\"225\" \/><\/a>As a Google shareholder and a huge fan of the technologies they have developed and of technologies they acquire for future development, I recently had&nbsp;a dream come true by having the opportunity to spend a day at the GooglePlex in Mountain View. Sounds great, right? &nbsp;But I was worried about the <a title=\"Cinnabon\" href=\"http:\/\/www.cinnabon.com\/\">Cinnabon<\/a> phenomenon.<\/p>\r\n<!--more-->\r\n<p><strong>What's the Cinnabon phenomenon?<\/strong>&nbsp;It's a term that I created to help myself avoid eating Cinnabons. Do you know the smell of a Cinnabon as you walk through an airport -- that enticing blend of faux butter, sugar and cinnamon? As a frequent traveler I decided years ago that I could never actually eat a Cinnabon because it would not\/could not taste as good as it smelled. If I were to eat one, I would ruin forever the smell of Cinnabon and that is how the Cinnabon phenomenon was born. It is my phrase for things that seem better from a distance than they really are. &nbsp;Would Google fail the \"taste\" test? <strong>The Google Experience<\/strong> We arrived for an all day session focused on helping us learn more about the Google tools we already use. Class schedule was packed and I quickly became a fan of the kitchen rule . What I learned:<\/p>\r\n<ul>\r\n<li>Great speaker on Location based marketing reminded me that all Earned Media is local and not to overlook my local media and bloggers.<\/li>\r\n<li>Multi-channel attribution refresher was a good reminder how to track all of the things that you are doing and how they contribute to the final purchase\/action.<\/li>\r\n<li>AdWords - Adapt a growth mindset. Don't set a budget annually. If revenue is growing as a result of the marketing, let your budget grow with the revenue growth.<\/li>\r\n<li>YouTube targeting reminders also good -- looking forward to great things with <a title=\"Susan Wojcicki\" href=\"http:\/\/en.wikipedia.org\/wiki\/Susan_Wojcicki\" target=\"_blank\">Susan Wojcicki<\/a> taking the helm.<\/li>\r\n<\/ul>\r\n<p>To be completely honest the classes themselves were a bit too introductory to make it a true learning&nbsp;experience. I felt like the Google team forgot that the people attending were already users of their platforms and dumbed it down too far. The fun&nbsp;part was being told things&nbsp;\"not to share\" -- the marketer in me heard&nbsp;that as a marketing ploy to make us feel like the \"cool kids\" -- and I can respect that. Not much here but ultimately I tasted Google and I would go back. They passed the Cinnabon test.<\/p>\r\n<p><a href=\"\/uploads\/images\/blog\/20140826_173251.jpg\"><img class=\"wp-image-965 \" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2014\/10\/20140826_173251.jpg?w=225\" alt=\"20140826_173251\" width=\"172\" height=\"230\" \/><\/a> Forget what this was but it was cool at the time.<\/p>\r\n<p><a href=\"\/uploads\/images\/blog\/20140826_173357.jpg\"><img class=\"wp-image-967 size-medium\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2014\/10\/20140826_173357.jpg\" alt=\"20140826_173357\" width=\"300\" height=\"225\" \/><\/a> Google Earth Display<\/p>\r\n<p><a href=\"\/uploads\/images\/blog\/20140826_174331.jpg\"><img class=\"wp-image-970 size-medium\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2014\/10\/20140826_174331.jpg\" alt=\"20140826_174331\" width=\"300\" height=\"225\" \/><\/a> Android building -- a highlight for the Android user in me!<\/p>\r\n<p><a href=\"\/uploads\/images\/blog\/20140826_173633.jpg\"><img class=\"wp-image-969 \" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2014\/10\/20140826_173633.jpg?w=225\" alt=\"20140826_173633\" width=\"232\" height=\"310\" \/><\/a> Then there was this thing, anyone buying?<\/p>\r\n<p><a href=\"\/uploads\/images\/blog\/20140826_174341.jpg\"><img class=\"wp-image-971 \" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2014\/10\/20140826_174341.jpg\" alt=\"20140826_174341\" width=\"279\" height=\"209\" \/><\/a> Android statuary<\/p>\r\n<p><a href=\"\/uploads\/images\/blog\/20140826_174539.jpg\"><img class=\"wp-image-973 \" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2014\/10\/20140826_174539.jpg\" alt=\"20140826_174539\" width=\"268\" height=\"202\" \/><\/a> Big fan of Android statuary!<\/p>\r\n<p>]<a href=\"\/uploads\/images\/blog\/20140826_202256.jpg\"><img class=\"wp-image-974\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2014\/10\/20140826_202256.jpg\" alt=\"20140826_202256\" width=\"262\" height=\"197\" \/><\/a> You'll have to guess on who this is ... hanging out in the bar.<\/p>\r\n<p>&nbsp;<\/p>","date_modified":"2015-08-28 11:43:51","createdby":"12","modifiedby":"14","newsdate":"2014-10-03 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"google-partners-all-stars-event","author":"Michelle LeBlanc","thumbnail":"\/uploads\/images\/blog\/20140826_111811.jpg","headingphoto":null,"meta_title":"Google Partners All Stars Event | Blue Sky Marketing Blog","meta_desc":"What's the Cinnabon phenomenon? It's a term that I created to help myself avoid eating Cinnabons. Do you know the smell of a Cinnabon as you walk through an airport -- that enticing blend of faux butter, sugar and cinnamon?","is_hidden":"0","target":"","newslink":"\/blog\/google-partners-all-stars-event","thumbnail_display":"\/uploads\/images\/blog\/20140826_111811.jpg","taginfo":{"info":[{"newsid":"962","tagid":"72","tag":"Google","slug":"google"},{"newsid":"962","tagid":"188","tag":"Google Partners All-Starts 2014","slug":"google-partners-all-starts-2014"}],"tags":["72","188"],"taglinks":"<a href=\"\/blog\/tag\/google\">Google<\/a>, <a href=\"\/blog\/tag\/google-partners-all-starts-2014\">Google Partners All-Starts 2014<\/a>"},"categoryinfo":{"info":[{"newsid":"962","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"962","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"962","catid":"16","category":"Video","slug":"video"}],"categories":["3","12","16"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/video\">Video<\/a>"},"src":"\/uploads\/images\/blog\/20140826_111811.jpg"},{"id":"941","title":"Facebook Fit: Making Business Stronger","dateadded":"2014-08-01 05:53:56","article":"<p>The Facebook Fit tour swept the nation this summer with the slogan <strong>\"Making Your Business Stronger\"<\/strong> and aimed to equip small businesses across the country with the tools necessary to grow via Facebook. These sold out events were held in Miami, New York and Chicago before heading to Austin where two members of the Blue Sky Marketing team had a chance to spend the day with Facebook.<\/p>\r\n<h2>Industry Leaders<\/h2>\r\n<p>There was no shortage of energy as <a title=\"Mario Armstrong\" href=\"http:\/\/www.marioarmstrong.com\/\" target=\"_blank\"><strong>Mario Armstrong<\/strong><\/a> welcomed the crowd. As a digital lifestyle expert, TV host and commentator appearing on the Today Show, CNN and more, Armstrong shared valuable advice on how to be successful in the digital world--<em>embrace innovation.<\/em>&nbsp;<a href=\"\/uploads\/images\/blog\/image-1.jpeg\"><img class=\" wp-image-943\" style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/image1.jpg\" alt=\"Dan Levy Facebook Fit\" width=\"280\" height=\"210\" \/><\/a>Dan Levy shares knowledge on Facebook for Business.[\/caption] <a title=\"Dan Levy, Facebook\" href=\"http:\/\/www.inc.com\/author\/dan-levy\" target=\"_blank\"><strong>Director of Small Business for Facebook, Dan Levy<\/strong><\/a>&nbsp;also took the stage as the day's keynote speaker. He spoke to the audience about some surprising (or not so surprising) facts about the impact of Facebook in today's world. For instance, <strong>did you know over 30 million small business have active pages on Facebook?<\/strong> Yes, that's serious influence.<\/p>\r\n<!--more-->\r\n<p>Levy shared with the audience ways to enhance their Facebook experience through ad reports and conversions, the flexibility of mobile usage, look-alike audiences and success stories from multiple businesses across the county. He also gave a sneak peek into what's next for Facebook Business revealing enhanced custom audiences and much more.<\/p>\r\n<h2>Hearing of Local Success<\/h2>\r\n<p><a href=\"\/uploads\/images\/blog\/photo.jpg\"><img class=\"wp-image-944 \" style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/photo.jpg\" alt=\"Rhonda Abrams Facebook Fit\" width=\"300\" height=\"225\" \/><\/a> A panel of local businesses experiencing success with Facebook. Afterwards, local representatives from the small businesses<a title=\"Yeti Coolers Austin\" href=\"http:\/\/yeticoolers.com\/\" target=\"_blank\"> Yeti Coolers<\/a>, <a title=\"Kendra Scott Austin\" href=\"http:\/\/www.kendrascott.com\/\" target=\"_blank\">Kendra Scott<\/a>, <a title=\"Allens Boots Austin\" href=\"http:\/\/www.allensboots.com\/\" target=\"_blank\">Allens Boots<\/a> and <a title=\"Chi'Lantro Austin\" href=\"http:\/\/www.chilantrobbq.com\/\" target=\"_blank\">Chi L'antro<\/a> the hit the stage with business expert, <a title=\"Rhonda Abrams, Facebook\" href=\"https:\/\/www.facebook.com\/RhondaAbramsSmallBusiness\" target=\"_blank\"><strong>Rhonda Abrams<\/strong><\/a> for a panel to discuss their achievements with Facebook for business. These real life testimonials portrayed the power of Facebook for local business. They focused on the importance of remaining authentic and showing personality, specific ad targeting and staying in touch with user content. Because after all, <strong>did you know the average customer spends 2 to 3 hours a day on social media?<\/strong>&nbsp;<a href=\"\/uploads\/images\/blog\/photo-1.jpg\"><img class=\" wp-image-946\" style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/photo-1.jpg\" alt=\"Square at Facebook Fit Austin\" width=\"300\" height=\"285\" \/><\/a>Industry partners had booths around the event to provide consultation. The afternoon portion broke out and participants had the choice to choose one class from two back-to-back sessions. The first set of classes allowed businesses to learn the basics of online marketing through Facebook, learn to promote&nbsp;e-commerce sites sales&nbsp;on&nbsp;Facebook, or increase in-store visits and sales through targeted Facebook content. In the second session, industry partners <a title=\"LegalZoom\" href=\"http:\/\/www.legalzoom.com\/\" target=\"_blank\">LegalZoom<\/a>, <a title=\"QuickBooks\" href=\"http:\/\/quickbooks.intuit.com\/\" target=\"_blank\">Quickbooks<\/a> and <a title=\"Square\" href=\"https:\/\/squareup.com\/\" target=\"_blank\">Square<\/a> joined the conference with customized classes teaching businesses effective use of their tools. These partners also provided opportunities for one-on-one training in booths around the event throughout the day.<\/p>\r\n<h2>Top 5 Facebook for Business Tips We Received:<\/h2>\r\n<p><strong>1. The power of Custom Audiences:<\/strong> Utilize the resources you already have by uploading e-mail lists and even further customizing through demographic information. <strong>2. Facebook Brings In-Store Sales:<\/strong> Nearly 46% of consumers use Facebook pages before shopping in store to decide where they desire to shop. <strong>3. Focus on Impressions &amp; Clicks:<\/strong> Many businesses become centered on the idea of \"likes\" however we learned impressions and clicks are what build sales and repeat customers. Compared to businesses before the age of digital technology or even compared to businesses four years ago, today's small businesses hold an infinite amount of power in the palm of their hands thanks to innovative companies like Facebook. Blue Sky Marketing LIKES Facebook, do you? If you are looking for a partner in&nbsp;<a title=\"Online Marketing Strategy link\" href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">online marketing strategy<\/a>,&nbsp;<a title=\"Marketing Strategy link\" href=\"http:\/\/www.blueskymkt.com\/marketing_strategy\" target=\"_blank\">marketing strategy development<\/a>, email marketing or&nbsp;<a title=\"Houston Marketing Consultants - Website Development\" href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">website development<\/a>,&nbsp;<a title=\"Contact Us link\" href=\"http:\/\/www.blueskymkt.com\/index.html\" target=\"_blank\">contact us<\/a> to see how we can help.<\/p>","date_modified":"2015-08-28 11:48:46","createdby":"15","modifiedby":"14","newsdate":"2014-08-01 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"facebook-fit-making-business-stronger","author":null,"thumbnail":"\/uploads\/images\/blog\/photo-1.jpg","headingphoto":null,"meta_title":"Facebook Fit: Making Business Stronger | Blue Sky Marketing Blog","meta_desc":"The Facebook Fit tour swept the nation this summer with the slogan \"Making Your Business Stronger\" and aimed to equip small businesses across the country with the tools necessary to grow via Facebook.","is_hidden":"0","target":"","newslink":"\/blog\/facebook-fit-making-business-stronger","thumbnail_display":"\/uploads\/images\/blog\/photo-1.jpg","taginfo":{"info":[{"newsid":"941","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"941","tagid":"37","tag":"branding","slug":"branding"},{"newsid":"941","tagid":"62","tag":"facebook marketing","slug":"facebook-marketing"},{"newsid":"941","tagid":"135","tag":"online marketing for businesses","slug":"online-marketing-for-businesses"},{"newsid":"941","tagid":"139","tag":"online tools","slug":"online-tools"},{"newsid":"941","tagid":"162","tag":"social media","slug":"social-media"},{"newsid":"941","tagid":"163","tag":"social media marketing","slug":"social-media-marketing"}],"tags":["34","37","62","135","139","162","163"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/branding\">branding<\/a>, <a href=\"\/blog\/tag\/facebook-marketing\">facebook marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing-for-businesses\">online marketing for businesses<\/a>, <a href=\"\/blog\/tag\/online-tools\">online tools<\/a>, <a href=\"\/blog\/tag\/social-media\">social media<\/a>, <a href=\"\/blog\/tag\/social-media-marketing\">social media marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"941","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"941","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["3","14"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/uploads\/images\/blog\/photo-1.jpg"},{"id":"915","title":"Case Study: Building Excitement around A New Homes Sales Event","dateadded":"2014-07-18 08:50:02","article":"<p>Developing campaigns involving multimedia promotion is always a unique, but exciting challenge that the Blue Sky Marketing team loves to embrace. Below is a case study featuring the hard work of the <a title=\"Johnson Development Corp. - Houston Master-Planned Communities\" href=\"http:\/\/www.johnsondevelopment.com\/mpc_houston\" target=\"_blank\">Johnson Development Corporation<\/a> and the promotion for its inaugural event \"Houston's Largest Home Tour\" in 2013 which won a 2014 AMA Houston Crystal Award.<\/p>\r\n<h2>Situation &mdash;&nbsp;How To Drive Home Sales in a Recovering Housing Market<\/h2>\r\n<p>The Johnson Development Corp. is one of the nation's preeminent <strong>land developers<\/strong>, having cultivated a strong reputation for vibrant, responsible development and <strong>impeccably designed communities<\/strong> since 1975. The challenge was to <strong>increase new home sales<\/strong> in The Johnson Development Corp.'s seven Houston-area master-planned communities amidst new entries in the market and a reduced marketing budget due to the downturn in the housing market with a <strong>month- long citywide tour of homes event.<\/strong><\/p>\r\n<!--more-->\r\n<h2>Marketing Objectives<\/h2>\r\n<p>Three primary objectives were the focus of the home tour campaign:<\/p>\r\n<ul>\r\n<li><strong>Improve Awareness of Johnson Development Communities<\/strong> - Increase awareness of The Johnson Development Corp. as one of the Houston's&nbsp;premier real estate developers.<\/li>\r\n<li><strong>Increase Online Home Searches and Community Traffic<\/strong> - Increase the website traffic to a custom-developed microsite&nbsp;that gave details about specially planned activities, tour maps, citywide home search and virtual tours. Visits here would push to onsite community visits, whose goal was a <strong>50% increase<\/strong> in community traffic.<\/li>\r\n<li><strong>Increase Home Sales in the Busy Spring Buying Months<\/strong> - Many homeowners purchase in the late Spring or early Summer. A major objective of this campaign was to generate qualified leads that would in turn make their purchasing decision in April or May. The goal was to increase home sales by <strong>75%<\/strong> over the previous April.<\/li>\r\n<\/ul>\r\n<h2>Strategies and Tactics &mdash; A Unifying Campaign Across 7 Communities<\/h2>\r\n<p>Johnson Development consolidated marketing for the seven communities to create a <strong>consistent campaign<\/strong>, \"Houston's Largest Home Tour,\" presenting 7 master-planned communities, 84 model homes, 327 new homes ready for move-in and more than 20,000 decorating ideas: all from one developer. This single, focused event and supporting marketing campaign included logos for all 7 communities on tour and a call to action to visit JohnsonDev.com to <strong>download tour maps<\/strong> and list of free events on the <strong>weekends in April across the city.&nbsp;<\/strong>&nbsp;<\/p>\r\n<p><strong><img class=\"size-medium wp-image-922\" style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/jdc-home-tour-borad.jpg\" alt=\"Johnson Development Media for Home Tour Campaign\" width=\"225\" height=\"300\" \/>Multimedia Advertising Campaign in the Entire Market<\/strong> <em> Print, Digital, Out of Home, Television, Direct Mail<\/em> Johnson Development utilized multimedia advertising to spread the word including: a month-long sponsorship of Great Day Houston (morning show on KHOU-TV), 95,000, four-page direct mailers to targeted residences, 9 billboards, banner ads in email and websites, magazine ads, a pay-per-click search engine marketing campaign and more.<\/p>\r\n<p><strong>Online Marketing Campaign<\/strong> <em>Email Marketing &amp; Social Media Outreach<\/em><\/p>\r\n<p>Approximately 20,000 e-mail blasts were sent to all communities' <strong>prospects and Realtors<\/strong> to generate awareness about the Home Tour and driving traffic to the Home Tour microsite. In addition, there were regular posts on all communities' <strong>Facebook and Twitter<\/strong> profiles with events, photos and links back to the microsite. Finally, <strong>Social Share buttons<\/strong> were present on the Home Tour microsite, making it easy for viral sharing on social networks.<\/p>\r\n<h2>Message Alignment &mdash; Not Just Telling, But <em>Showing<\/em> the Story<\/h2>\r\n<p>Johnson Development used <strong>sophisticated<\/strong> yet <strong>approachable<\/strong> images highlighting the communities, available homes, the<strong> desirability<\/strong> of their locations, schools and amenities and the fun <strong>family environment<\/strong> that each master-planned community fosters. With online video content and television interviews with current residents, each community was able to tell their story.<\/p>\r\n<h2>Results &mdash; Even Better Than Expected<\/h2>\r\n<p>Johnson Development saw an overwhelming positive response from this campaign and goals exceeded all expectations. Here are the highlights we are proud to share: <strong>+ 1420%<\/strong> in Website Traffic <strong>42,092<\/strong> Website Visitors in 45 days <strong>+ 125%<\/strong> in Sales Center Traffic&nbsp;over previous April <strong>+ 95%<\/strong> Home Sales over previous April The Blue Sky Marketing team is honored to have taken part in the digital strategy in Johnson Development's event promotion that was a <a title=\"2014 AMA Crystal Awards\" href=\"http:\/\/crystalawards.org\/\" target=\"_blank\">2014 AMA Crystal Award<\/a> winning Special Event Marketing Campaign. If you are looking for a partner in&nbsp;<a title=\"Online Marketing Strategy link\" href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">online marketing strategy<\/a>,&nbsp;<a title=\"Marketing Strategy link\" href=\"http:\/\/www.blueskymkt.com\/marketing_strategy\" target=\"_blank\">marketing strategy development<\/a>, email marketing or&nbsp;<a title=\"Houston Marketing Consultants - Website Development\" href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">website development<\/a>,&nbsp;<a title=\"Contact Us link\" href=\"http:\/\/www.blueskymkt.com\/index.html\" target=\"_blank\">contact us<\/a> to see how we can help. &nbsp;<\/p>","date_modified":"2015-08-28 12:00:33","createdby":"15","modifiedby":"14","newsdate":"2014-07-18 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"online-marketing-new-home-sales-event","author":null,"thumbnail":"\/uploads\/images\/blog\/jdc-home-tour-borad.jpg","headingphoto":null,"meta_title":"Case Study: Building Excitement around A New Homes Sales Event | Blue Sky Marketing Blog","meta_desc":"Developing campaigns involving multimedia promotion is always a unique, but exciting challenge that the Blue Sky Marketing team loves to embrace","is_hidden":"0","target":"","newslink":"\/blog\/online-marketing-new-home-sales-event","thumbnail_display":"\/uploads\/images\/blog\/jdc-home-tour-borad.jpg","taginfo":{"info":[{"newsid":"915","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"915","tagid":"60","tag":"email marketing","slug":"email-marketing"},{"newsid":"915","tagid":"85","tag":"houston marketing","slug":"houston-marketing"},{"newsid":"915","tagid":"108","tag":"marketing campaign development","slug":"marketing-campaign-development"},{"newsid":"915","tagid":"110","tag":"marketing strategy","slug":"marketing-strategy"},{"newsid":"915","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"915","tagid":"163","tag":"social media marketing","slug":"social-media-marketing"}],"tags":["34","60","85","108","110","132","163"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/email-marketing\">email marketing<\/a>, <a href=\"\/blog\/tag\/houston-marketing\">houston marketing<\/a>, <a href=\"\/blog\/tag\/marketing-campaign-development\">marketing campaign development<\/a>, <a href=\"\/blog\/tag\/marketing-strategy\">marketing strategy<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/social-media-marketing\">social media marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"915","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"915","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"915","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["3","9","12"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/uploads\/images\/blog\/jdc-home-tour-borad.jpg"},{"id":"898","title":"Case Study: The Success of Driving Holiday Sales at FitCouture.com","dateadded":"2014-07-07 10:26:13","article":"<p>The Blue Sky Marketing team lives and breathes online marketing and one piece we are passionate about is the email-marketing campaign. These campaigns are effective tools that have continued to evolve and grow. Below is a recent case study involving one of Blue Sky's e-commerce clients, exhibiting the process of a successful email campaign.<\/p>\r\n<h2>The Situation &mdash; Where Did Fit Couture Stand?<\/h2>\r\n<p>Fit Couture is a family-owned and -operated&nbsp;online-only store of woman's fitness fashion, with designs to compliment the figure of any woman who wants to look their best when they exercise. The challenge was to engage a dormant database of previous customers during the busy holiday shopping season with key brand messages to meet year-end sales objectives.<\/p>\r\n<h2>Objectives &mdash; The Paths to Meeting the Goal<\/h2>\r\n<p>Three primary objectives were set to bring Fit Couture increased success during the holiday season: increase <strong>email engagement, increase website visitors<\/strong> and <strong>increase sales<\/strong>. Each objective was embedded with strategies and tactics in an email newsletter campaign active from <strong>Oct. 16 through Dec. 30<\/strong>.<\/p>\r\n<!--more-->\r\n<p>[caption id=\"attachment_901\" align=\"alignright\" width=\"340\"]<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2014\/07\/blueskymarketing-category74.jpg\" target=\"_blank\"><img class=\"wp-image-901\" style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/blueskymarketing-category74.jpg\" alt=\"BlueSkyMarketing Fit Couture\" width=\"340\" height=\"255\" \/><\/a> A few of Fit Couture's emails and their results.[\/caption] These objectives consisted of creating a series of emails that would rekindle the customer's affiliation with the brand through <strong>targeted content<\/strong> and <strong>appealing lifestyle imagery<\/strong>. The email marketing campaign would also contain <strong>key brand messages<\/strong> and captivating imagery to drive traffic to various areas of the site, including a Holiday Gift Guide landing page. Finally, through style recommendations, timely email themes and a strategic promotional plan, the objective was to increase sales on FitCouture.com to meet a holiday revenue goal of a $10,000 from these emails.<\/p>\r\n<h2>Strategies and Tactics &mdash; How were the Objectives Implemented?<\/h2>\r\n<ul>\r\n<li><strong>Increase Email Engagement<\/strong>:&nbsp;Roughly 13,000 previous customers had laid dormant for almost a year, Fit Couture wanted to reengage these buyers with a series of <strong>nine emails<\/strong> during the fall and holiday shopping season. The first emails served to <strong>recall the brand<\/strong> and <strong>deliver key messages<\/strong>. While later timely holiday shopping reminders, tied with limited time promo codes, elicited a more direct response and sense of urgency.<\/li>\r\n<li><strong>Increase Website Visitors:<\/strong>&nbsp;A secondary goal of the campaign was to increase visits to the website, through clear and <strong>direct calls to action <\/strong>and hitting on the various lifestyles &mdash; yoga, workouts at the gym and running &mdash; so that each segment would <strong>reengage<\/strong> with the brand even after an extended absence from the online store.<\/li>\r\n<li><strong>Increase Sales:&nbsp;<\/strong>The primary objective of the campaign was that through increasing engagement with the email marketing messaging as well as a <strong>strong promotional plan<\/strong>, including tiered savings, buy one get on 50% off, and a holiday shopping landing page, these previous customers would return to the online store and add more Fit Couture pieces of their fitness wardrobe as well as buying gifts for friends promotion aimed to create a sense of urgency with sales only lasting a few days at a time.<\/li>\r\n<\/ul>\r\n<h2>Message Alignment &mdash; Speaking to the Consumer<\/h2>\r\n<p>As with any higher-end product, sales should be attached to an emotion evoked in the customer, so Fit Couture used lifestyle messaging and images to create strong customer affiliation with the brand. By varying the line of clothing but always calling out key brand messages about product quality, flattering fit and feeling good while being healthy, Fit Couture aligned itself with customer goals, <strong>speaking to their needs.<\/strong><\/p>\r\n<h2>Results - We Could All Happily Say\u00ef\u00bf\u00bd Mission Accomplished<\/h2>\r\n<p>All of Fit Couture's objectives were met and some went above and beyond. At the conclusion of the email newsletter campaign Fit Couture saw <strong>3,663 visits<\/strong> to the online store, a <strong>5.58% conversion rate<\/strong> on the site, <strong>208 transactions<\/strong> (double any other source) and exceeded the revenue goal by <strong>35%<\/strong>!&nbsp;These results were measured from Oct. 16 through Jan 7. Blue Sky Marketing is proud to say Fit Couture's&nbsp;strategy&nbsp;was an <a href=\"http:\/\/crystalawards.org\/\" target=\"_blank\">AMA Houston Crystal Award<\/a> winning email marketing campaign for 2014. If you are looking for a partner in&nbsp;<a href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">online marketing strategy<\/a>,&nbsp;<a href=\"http:\/\/www.blueskymkt.com\/marketing_strategy\" target=\"_blank\">LinkedIn for business development<\/a>,&nbsp;<a href=\"http:\/\/www.blueskymkt.com\/marketing_strategy\" target=\"_blank\">marketing strategy development<\/a>, email marketing and website development,&nbsp;<a href=\"http:\/\/www.blueskymkt.com\/index.html\" target=\"_blank\">contact us<\/a> to see how we can help.<\/p>","date_modified":"2015-08-28 11:52:37","createdby":"15","modifiedby":"14","newsdate":"2014-07-07 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"case-study-email-marketing-at-fitcouture-com","author":null,"thumbnail":"\/uploads\/images\/blog\/blueskymarketing-category74.jpg","headingphoto":null,"meta_title":"Case Study: The Success of Driving Holiday Sales at FitCouture.com | Blue Sky Marketing Blog","meta_desc":"The Blue Sky Marketing team lives and breathes online marketing and one piece we are passionate about is the email-marketing campaign. These campaigns are effective tools that have continued to evolve and grow. ","is_hidden":"0","target":"","newslink":"\/blog\/case-study-email-marketing-at-fitcouture-com","thumbnail_display":"\/uploads\/images\/blog\/blueskymarketing-category74.jpg","taginfo":{"info":[{"newsid":"898","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"898","tagid":"47","tag":"consumer behavior","slug":"consumer-behavior"},{"newsid":"898","tagid":"60","tag":"email marketing","slug":"email-marketing"},{"newsid":"898","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"898","tagid":"134","tag":"online marketing case study","slug":"online-marketing-case-study"},{"newsid":"898","tagid":"138","tag":"online strategy","slug":"online-strategy"}],"tags":["34","47","60","132","134","138"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/consumer-behavior\">consumer behavior<\/a>, <a href=\"\/blog\/tag\/email-marketing\">email marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing-case-study\">online marketing case study<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"898","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"898","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"898","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["3","9","12"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/uploads\/images\/blog\/blueskymarketing-category74.jpg"},{"id":"890","title":"My Digital Detox Experience","dateadded":"2014-06-05 05:13:12","article":"<p>I recently returned from vacation. As a part&nbsp;of that vacation, I did a <strong>3-day digital detox<\/strong>. How was that&nbsp;for someone who is connected via email, laptop and smartphone 16 hours a day? &nbsp;In a word, \"excellent\". Here is the brief outline of my&nbsp;detox program. No connected media for three days. I turned off my phone and laptop as I boarded my flight Thursday at 3:00 p.m. and they stayed OFF until Monday morning. &nbsp;I was not allowed to look at other people's screens when they were on -- so no cheating and looking at someone else's phone or tablet.<\/p>\r\n<!--more-->\r\n<p><a href=\"\/uploads\/images\/blog\/20140517_162559.jpg\"><img class=\"size-medium wp-image-896\" style=\"float: right; margin: 5px;\" src=\"\/uploads\/images\/blog\/20140517_162559.jpg\" alt=\"Wandering map-less and review-less \" width=\"150\" height=\"267\" \/><\/a>I was in Paris for those three days so that definitely made it easier to forego but it also added interesting challenges -- no smartphone means no map to look at and no quick look-ups of restaurants nearby. &nbsp;<strong>I went into \"wander\" mode which was&nbsp;really quite lovely!<\/strong> On one of the episodes of Cosmos,&nbsp;<a href=\"http:\/\/en.wikipedia.org\/wiki\/Neil_deGrasse_Tyson\">Neil deGrasse Tyson<\/a> spoke about how moving to bipedal locomotion changed humanity's evolution because we suddenly looked up and could see that there was more to&nbsp;the world and ask questions; that is exactly what a digital detox does in the modern era. I was forced to look up and not be hunched over a screen. Time away from my screen forced me to ask strangers questions, it made me more reliant on gut instinct for directions, &nbsp;it allowed me to read a menu without looking up what 254 other people had ordered when they were there, and it changed the way I interacted with the people that I was traveling with in a positive way. As a marketer, I also had the chance to think about how the digital experience impacts our expectations and experiences. I wandered into an amazing Sunday&nbsp;market on the Rue Mouffetard -- not having seen pics online in advance enhanced my joy in the experience -- it all seemed fresh and new. One of my traveling companions whose comment on the Eiffel Tower was \"meh -- just like all the pictures online\". &nbsp;In some way, does our digital ability to see everything in advance limit&nbsp;our joy in those new experiences? &nbsp;<\/p>\r\n<p><a href=\"\/uploads\/images\/blog\/20140517_191155.jpg\"><img class=\"wp-image-895 size-medium\" style=\"float: left; margin: 5px;\" src=\"\/uploads\/images\/blog\/20140517_191155.jpg\" alt=\"watching technology\" width=\"300\" height=\"169\" \/><\/a>Back to interacting with my traveling companions, being non-digitally connected means you spend more time simply sitting still. Your hands don't swipe at your phone to see what you are missing elsewhere, you are IN THE MOMENT. &nbsp;My digital detox allowed me to connect differently, it allowed me to watch and learn more about my companions, and it allowed me to learn from them. Ironically I came home from Paris and saw the Mad Mean Season 7 episode called \"Waterloo\" in which the Peggy character refers to family dinner at a restaurant as a way \"<strong>we can have the connection we're hungry for<\/strong>\", this rang true to me in regards to modern Americans needing true connection despite our overwhelming digital connection capabilities. Maybe&nbsp;the next \"big thing\" will be simply creating time for connecting in real life.<\/p>","date_modified":"2015-08-28 12:03:46","createdby":"12","modifiedby":"14","newsdate":"2014-06-05 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"digital-detox","author":"Michelle LeBlanc","thumbnail":"\/uploads\/images\/blog\/20140517_191155.jpg","headingphoto":null,"meta_title":"My Digital Detox Experience | Blue Sky Marketing Blog","meta_desc":"I recently returned from vacation. As a part of that vacation, I did a 3-day digital detox. How was that for someone who is connected via email, laptop and smartphone 16 hours a day?  In a word, \"excellent\". ","is_hidden":"0","target":"","newslink":"\/blog\/digital-detox","thumbnail_display":"\/uploads\/images\/blog\/20140517_191155.jpg","taginfo":{"info":[{"newsid":"890","tagid":"187","tag":"","slug":""}],"tags":["187"],"taglinks":"<a href=\"\/blog\/tag\/\"><\/a>"},"categoryinfo":{"info":[{"newsid":"890","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"890","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"}],"categories":["3","5"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>"},"src":"\/uploads\/images\/blog\/20140517_191155.jpg"},{"id":"818","title":"How to Increase Your Presence on Twitter","dateadded":"2014-03-28 08:52:24","article":"<p><span style=\"color: #000000;\"><span style=\"line-height: 1.5;\">Twitter is continuing to grow and can be a great way for businesses to expand their social reach. Obtaining more followers and using key hashtags allow you to have a relationship with your customers and potential customers, boost awareness of your company, create product awareness, and promote new products. According to Twitter's recent survey,&nbsp;<a href=\"https:\/\/blog.twitter.com\/2013\/survey-how-small-and-medium-sized-businesses-benefit-from-their-twitter-presence\" target=\"_blank\">72 percent<\/a> of users are more likely to make a purchase from small and medium-sized businesses (SMBs)&nbsp;they follow on Twitter. See more of&nbsp;their findings in their infographic below or <a title=\"Twitter Statistics for Small Businesses\" href=\"https:\/\/blog.twitter.com\/2013\/survey-how-small-and-medium-sized-businesses-benefit-from-their-twitter-presence\" target=\"_blank\">here<\/a>.<\/span><\/span><\/p>\r\n<!--more-->\r\n<p><a title=\"Twitter for Small Businesses\" href=\"https:\/\/blog.twitter.com\/2013\/survey-how-small-and-medium-sized-businesses-benefit-from-their-twitter-presence\" target=\"_blank\"><img class=\"alignnone wp-image-868 size-none\" src=\"\/uploads\/images\/blog\/twitterblogpng.png\" alt=\"twitterblogpng\" width=\"600\" height=\"1065\" \/><\/a><\/p>\r\n<p><span style=\"color: #000000;\">With Twitter's growth as an engaging social media platform and especially into their new <a title=\"Twitter Ads\" href=\"https:\/\/ads.twitter.com\" target=\"_blank\">advertising opportunities for SMBs<\/a>, it's worth sharing some&nbsp;tips to increase followers and engagement on your Twitter profile, if you have one.&nbsp;<\/span><span style=\"color: #000000;\">Here are&nbsp;a few simple ways you can quickly attract and engage followers for your personal or professional Twitter account.&nbsp;<\/span> <span style=\"color: #000000; font-size: 1.4em; line-height: 1.5em;\">7 EASY WAYS TO GET MORE TWITTER FOLLOWERS:<\/span><\/p>\r\n<ul>\r\n<li>\r\n<h3><span style=\"color: #000000;\">Optimize Your Profile<\/span><\/h3>\r\n<\/li>\r\n<\/ul>\r\n<p><span style=\"color: #000000;\">You can identify what you should be tweeting by identifying what you want to accomplish with your tweets. Be sure that your profile includes important keywords that clearly show why people should follow you.<\/span><\/p>\r\n<ul>\r\n<li>\r\n<h3>Make Your Profile Easy to Follow<\/h3>\r\n<\/li>\r\n<\/ul>\r\n<p>Have all your social media platforms including your website, blog, and other social profiles linked to your Twitter account to create more opportunities for new followers.<\/p>\r\n<ul>\r\n<li>\r\n<h3><span style=\"color: #000000;\">Tweet&nbsp;Around the Clock<\/span><\/h3>\r\n<\/li>\r\n<\/ul>\r\n<p><span style=\"color: #000000;\">People are active on Twitter at different times so you need to tweet around the clock. <em><a title=\"HubSpot - Social Media Marketing\" href=\"http:\/\/www.hubspot.com\/\" target=\"_blank\">HubSpot<\/a>,<\/em><em>&nbsp;<a title=\"Hootsuite - Social Media Marketing\" href=\"https:\/\/hootsuite.com\" target=\"_blank\">Hootsuite<\/a>&nbsp;<\/em>and<em>&nbsp;<a title=\"Buffer - Social Media Marketing\" href=\"https:\/\/bufferapp.com\/\" target=\"_blank\">Buffer<\/a><\/em>&nbsp;are just a few of the many&nbsp;social tools that tweet for you on the schedule you set so you don't have to tweet posts one-by-one. Depending on your time commitment and budget, these could help you maintain an active social feed on your own schedule.<\/span><\/p>\r\n<ul>\r\n<li>\r\n<h3><span style=\"color: #000000;\">Curate Content Like a Pro<\/span><\/h3>\r\n<\/li>\r\n<\/ul>\r\n<p><span style=\"color: #000000;\">When it comes to Twitter, it matters more if it's enjoyable, educational, or otherwise valuable to your existing and future followers rather than where the content your tweet came from. Remember the 80\/20 rule: 80% of &nbsp;your posts should &nbsp;be engaging information from others (followers\/third party sites) and 20% about your brand to truly be a social powerhouse.<\/span><\/p>\r\n<ul>\r\n<li>\r\n<h3>Make Your Tweets Visual<\/h3>\r\n<\/li>\r\n<\/ul>\r\n<p><span style=\"color: #000000;\">Images are now automatically displaying in tweets so this means you can use creative visuals to make your tweets stand out.<\/span><\/p>\r\n<ul>\r\n<li>\r\n<h3><span style=\"color: #000000;\">Follow and List a Lot of People<\/span><\/h3>\r\n<\/li>\r\n<\/ul>\r\n<p><span style=\"color: #000000;\">Since people get notified via their email, they are more likely to notice you and follow you back. If you follow someone first, they'll feel more obligated to follow you in return. Be sure that the connection makes sense and that you make the relationship feel important to be reciprocated.<\/span><\/p>\r\n<ul>\r\n<li>\r\n<h3><span style=\"color: #000000;\">Attend a Hashtag-Friendly Event<\/span><\/h3>\r\n<\/li>\r\n<\/ul>\r\n<p><span style=\"color: #000000;\">Hashtag events bring in new followers because followers are more drawn to the conversation. Share good content that will attract attention of others following the hashtag.<\/span> &nbsp; <span style=\"color: #000000;\">If you want to attract more online social media followers, learn the types of content that will appeal to and engage them as well as what platforms will put you in front of them. Not sure where to start? Contact&nbsp;<a title=\"Blue Sky Marketing Houston\" href=\"http:\/\/www.blueskymkt.com\/index\" target=\"_blank\"><span style=\"color: #000000;\">Blue Sky Marketing<\/span><\/a>&nbsp;if you would like more information about how to manage your&nbsp;<a href=\"http:\/\/www.blueskymkt.com\/marketing_communications\" target=\"_blank\"><span style=\"color: #000000;\">marketing communications<\/span><\/a>.<\/span> To read&nbsp;further conversation on this topic, visit HubSpot's&nbsp;article <a title=\"Hubspot Twitter Article\" href=\"http:\/\/cdn2.hubspot.net\/hub\/53\/file-483882579-pdf\/How_to_Get_1000+_Followers_on_Twitter_v3.pdf\" target=\"_blank\">here<\/a>. Sources: <a href=\"http:\/\/cdn2.hubspot.net\/hub\/53\/file-483882579-pdf\/How_to_Get_1000+_Followers_on_Twitter_v3.pdf?t=1391027687000\" target=\"_blank\">HubSpot<\/a>, <a href=\"https:\/\/blog.twitter.com\/2013\/survey-how-small-and-medium-sized-businesses-benefit-from-their-twitter-presence\" target=\"_blank\">Twitter<\/a><\/p>","date_modified":"2015-08-28 12:05:59","createdby":"22","modifiedby":"14","newsdate":"2014-03-28 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"how-to-increase-your-presence-on-twitter","author":null,"thumbnail":"\/uploads\/images\/blog\/twitterblogpng.png","headingphoto":null,"meta_title":"How to Increase Your Presence on Twitter | Blue Sky Marketing Blog","meta_desc":"Twitter is continuing to grow and can be a great way for businesses to expand their social reach. Obtaining more followers and using key hashtags allow you to have a relationship with your customers and potential...","is_hidden":"0","target":"","newslink":"\/blog\/how-to-increase-your-presence-on-twitter","thumbnail_display":"\/uploads\/images\/blog\/twitterblogpng.png","taginfo":{"info":[{"newsid":"818","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"818","tagid":"86","tag":"Houston social media","slug":"houston-social-media"},{"newsid":"818","tagid":"111","tag":"marketing tactics","slug":"marketing-tactics"},{"newsid":"818","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"818","tagid":"139","tag":"online tools","slug":"online-tools"},{"newsid":"818","tagid":"162","tag":"social media","slug":"social-media"},{"newsid":"818","tagid":"163","tag":"social media marketing","slug":"social-media-marketing"},{"newsid":"818","tagid":"172","tag":"Twitter marketing","slug":"twitter-marketing"}],"tags":["34","86","111","132","139","162","163","172"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/houston-social-media\">Houston social media<\/a>, <a href=\"\/blog\/tag\/marketing-tactics\">marketing tactics<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-tools\">online tools<\/a>, <a href=\"\/blog\/tag\/social-media\">social media<\/a>, <a href=\"\/blog\/tag\/social-media-marketing\">social media marketing<\/a>, <a href=\"\/blog\/tag\/twitter-marketing\">Twitter marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"818","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"818","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["3","12"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/uploads\/images\/blog\/twitterblogpng.png"},{"id":"876","title":"AMA Event Recap: How to Create Winning Crystal Award Entries","dateadded":"2014-03-03 08:36:03","article":"<p>The Crystal Awards are just around the corner. This year, start with an insider's view into judging and how to prepare your entries for maximum points. Below is a PDF of the presentation from the AMA Houston event held by the Crystal Awards Judging Committee.<\/p>\r\n<p style=\"text-align: center;\"><a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2014\/03\/howtocreatewinningcrystalawardsentries.pdf\" target=\"_blank\"><img class=\"aligncenter  wp-image-878\" style=\"border: 1px solid black; border-width: 1px;\" src=\"\/uploads\/images\/blog\/crystalspresentation.jpg\" alt=\"Crystals Presentation\" width=\"300\" height=\"234\" \/><\/a><\/p>\r\n<p style=\"text-align: center;\"><a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2014\/03\/howtocreatewinningcrystalawardsentries.pdf\" target=\"_blank\">How To Create Winning Crystal Awards Entries<\/a><\/p>","date_modified":"2015-08-28 12:10:13","createdby":"13","modifiedby":"14","newsdate":"2014-03-03 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"ama-event-recap-how-to-create-winning-crystal-award-entries","author":"Kate Nilsen","thumbnail":"\/uploads\/images\/blog\/crystalspresentation.jpg","headingphoto":null,"meta_title":"AMA Event Recap: How to Create Winning Crystal Award Entries | Blue Sky Marketing Blog","meta_desc":"The Crystal Awards are just around the corner. This year, start with an insider's view into judging and how to prepare your entries for maximum points.","is_hidden":"0","target":"","newslink":"\/blog\/ama-event-recap-how-to-create-winning-crystal-award-entries","thumbnail_display":"\/uploads\/images\/blog\/crystalspresentation.jpg","taginfo":{"info":[{"newsid":"876","tagid":"24","tag":"ama houston","slug":"ama-houston"},{"newsid":"876","tagid":"25","tag":"AMA Houston events","slug":"ama-houston-events"},{"newsid":"876","tagid":"51","tag":"crystal awards","slug":"crystal-awards"}],"tags":["24","25","51"],"taglinks":"<a href=\"\/blog\/tag\/ama-houston\">ama houston<\/a>, <a href=\"\/blog\/tag\/ama-houston-events\">AMA Houston events<\/a>, <a href=\"\/blog\/tag\/crystal-awards\">crystal awards<\/a>"},"categoryinfo":{"info":[{"newsid":"876","catid":"7","category":"Houston","slug":"houston"}],"categories":["7"],"categorylinks":"<a href=\"\/blog\/category\/houston\">Houston<\/a>"},"src":"\/uploads\/images\/blog\/crystalspresentation.jpg"},{"id":"837","title":"Marketing 2014: A Call To Apps.","dateadded":"2014-02-19 01:36:33","article":"<h2>A few utilities that let you work smarter and faster<\/h2>\nThis new year is already flying by, Marketers! If your resolution for 2014 is excellence in execution and improving efficiency and effectiveness, this tools are something you want to gather into your&nbsp;<b>Marketer's Toolbox.&nbsp;<\/b><b>&nbsp;<\/b>\n<ul>\n\t<li><a href=\"http:\/\/derailer.org\/paparazzi\/\" target=\"_blank\"><b>Paparazzi!<\/b><\/a> &mdash; Anyone needing to take a screenshot of the entire webpage, possibly in high resolution? Paparazzi! can give you the ultimate screenshot. It's a handy little app (available on MAC only) that grabs screenshots of full webpages. You just need to add the URL and Paparazzi brings up the page in a mini-browser, saves the file in a preferred format (TIFF, JPEG, PDF, PNG), with a custom name and lets you even share it via email and social media. <a title=\"Website Screen Grab App\" href=\"http:\/\/derailer.org\/paparazzi\/\" target=\"_blank\">Download the app here.<\/a><\/li>\n<\/ul>\n<ul>\n\t<li><b>Google Chat &amp; Adium<\/b> &mdash; Google Chat is one of the most effective ways to share information quickly and keep track of tasks in your inbox without the email clutter. If you don't want to (or can't!) wait for the email to get to your inbox, Google Chat can help. And you don't need to keep your browser open if you <a href=\"https:\/\/adium.im\/\">download Adium<\/a> (for MAC). The green bird integrates with several messenger services and has been keeping people effective and efficient for some years now.<\/li>\n<\/ul>\n<ul>\n\t<li><b>Mozilla Firefox<\/b><strong>&nbsp;&amp; its add-ons<\/strong>&mdash; Mozilla is a great resource and has thousands of add-ons available; two real gems are the <a href=\"https:\/\/addons.mozilla.org\/it\/firefox\/addon\/video-downloadhelper\/\">Video DownloadHelper<\/a> (around since 2009), the easy way to download and convert web videos; and <a href=\"http:\/\/www.colorzilla.com\/firefox\/help.html\" target=\"_blank\">Webpage DOM Color Analyzer<\/a>, which is able analyze the colors on any page on the web. It will give you a color palette for the selected page, and list each color with values and CSS selectors it's associated with.<\/li>\n<\/ul>\n<ul>\n\t<li><b>Google Drive App <\/b>&mdash; If you want to be able to access your files from anywhere, put files in Google Drive and you can access them on your desktop, mobile phone, tablet, and drive.google.com. If you make a change, it automatically updates everywhere. <a href=\"https:\/\/tools.google.com\/dlpage\/drive\">You can download it here.<\/a><\/li>\n<\/ul>\n<ul>\n\t<li><b><a href=\"https:\/\/www.passpack.com\/plans\/\" target=\"_blank\">PassPack<\/a> &mdash; <\/b>Working on multiple client projects requires organization and collaboration. Setting up accounts and credentials for client projects transferring them during the course of a project is common and with PassPack it is secure and simple.<\/li>\n<\/ul>\n<ul>\n\t<li><b><a href=\"https:\/\/itunes.apple.com\/us\/app\/smart-recorder-lite-free-music\/id349259683?mt=8\">Smart Recorder Lite<\/a> - <\/b>Smart Recorder is a full-featured recorder that can help you with high quality recordings during meetings, interviews, to do lists and much more.<\/li>\n<\/ul>\nBlue Sky Marketing is all about technology and finding ways to get the most out of every minute of our work day, regardless of our schedule or time zone.\n\nIf you are looking for a partner in&nbsp;<a title=\"Online marketing strategy Houston, Texas\" href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">online marketing strategy<\/a>,&nbsp;<a title=\"Online Strategy for Business Development\" href=\"http:\/\/www.blueskymkt.com\/marketing_strategy\" target=\"_blank\">LinkedIn for business development<\/a>,&nbsp;<a href=\"http:\/\/www.blueskymkt.com\/marketing_strategy\" target=\"_blank\">marketing strategy development<\/a>, email marketing and website development,&nbsp;<a href=\"http:\/\/www.blueskymkt.com\/index.html\" target=\"_blank\">contact us to see how we can help<\/a>.","date_modified":"2014-02-19 01:36:33","createdby":"21","modifiedby":null,"newsdate":"2014-02-19 01:36:33","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"marketing-2014-a-call-to-apps","author":null,"thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/marketing-2014-a-call-to-apps","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"837","tagid":"45","tag":"color analyzing","slug":"color-analyzing"},{"newsid":"837","tagid":"74","tag":"google chat","slug":"google-chat"},{"newsid":"837","tagid":"104","tag":"Marketer's ToolBox","slug":"marketers-toolbox"},{"newsid":"837","tagid":"112","tag":"marketing utilities","slug":"marketing-utilities"},{"newsid":"837","tagid":"133","tag":"Online marketing apps","slug":"online-marketing-apps"},{"newsid":"837","tagid":"143","tag":"paparazzi screenshots","slug":"paparazzi-screenshots"},{"newsid":"837","tagid":"158","tag":"secure password storage","slug":"secure-password-storage"},{"newsid":"837","tagid":"176","tag":"video downloading","slug":"video-downloading"},{"newsid":"837","tagid":"181","tag":"work efficiency","slug":"work-efficiency"}],"tags":["45","74","104","112","133","143","158","176","181"],"taglinks":"<a href=\"\/blog\/tag\/color-analyzing\">color analyzing<\/a>, <a href=\"\/blog\/tag\/google-chat\">google chat<\/a>, <a href=\"\/blog\/tag\/marketers-toolbox\">Marketer's ToolBox<\/a>, <a href=\"\/blog\/tag\/marketing-utilities\">marketing utilities<\/a>, <a href=\"\/blog\/tag\/online-marketing-apps\">Online marketing apps<\/a>, <a href=\"\/blog\/tag\/paparazzi-screenshots\">paparazzi screenshots<\/a>, <a href=\"\/blog\/tag\/secure-password-storage\">secure password storage<\/a>, <a href=\"\/blog\/tag\/video-downloading\">video downloading<\/a>, <a href=\"\/blog\/tag\/work-efficiency\">work efficiency<\/a>"},"categoryinfo":{"info":[{"newsid":"837","catid":"2","category":"apps","slug":"apps"},{"newsid":"837","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"837","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"837","catid":"7","category":"Houston","slug":"houston"},{"newsid":"837","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"837","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"837","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"837","catid":"15","category":"Technology","slug":"technology"},{"newsid":"837","catid":"17","category":"Website","slug":"website"},{"newsid":"837","catid":"19","category":"work effectiveness","slug":"work-effectiveness"},{"newsid":"837","catid":"20","category":"Work ethic","slug":"work-ethic"}],"categories":["2","3","4","7","9","12","14","15","17","19","20"],"categorylinks":"<a href=\"\/blog\/category\/apps\">apps<\/a>, <a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/houston\">Houston<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/technology\">Technology<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>, <a href=\"\/blog\/category\/work-effectiveness\">work effectiveness<\/a>, <a href=\"\/blog\/category\/work-ethic\">Work ethic<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"826","title":"The Fort Bend Chamber of Commerce goes Responsive with Blue Sky Marketing!","dateadded":"2014-02-10 17:50:13","article":"<h2><em>A new website to navigate flawlessly across&nbsp;desktop, tablet and mobile<\/em><\/h2>\nWith mobile traffic catching up to desktop usage by 2014, savvy&nbsp;companies are seeking new ways to deliver a mobile-friendly experience for their users.&nbsp;<a href=\"http:\/\/www.fortbendchamber.com\/\" target=\"_blank\">The&nbsp;Fort Bend Chamber of Commerce<\/a>&nbsp;has launched their new responsive website, which was designed and developed by <a href=\"http:\/\/www.blueskymkt.com\/index.html\" target=\"_blank\">Blue Sky Marketing<\/a>.<!--more-->\n\n<a href=\"http:\/\/blueskymarketing.wordpress.com\/2013\/01\/29\/pros-and-cons-of-responsive-website-development-an-interesting-insight\/\" target=\"_blank\">As previously discussed<\/a>&nbsp;in this blog from 2013<strong><a href=\"http:\/\/blueskymarketing.wordpress.com\/2013\/01\/29\/pros-and-cons-of-responsive-website-development-an-interesting-insight\/\" target=\"_blank\">,<\/a> Responsive Web Development<\/strong>, as an alternative to developing a separate mobile website, enables your website to&nbsp;<strong>adapt to any screen and platform for optimal viewing<\/strong>. &nbsp;Responsive websites can dramatically improve user experiences and are recommended by Google&nbsp;as a great tool for search engine optimization.\n\n<strong>Homepage - Desktop &amp; Mobile<\/strong>\n\n<a style=\"color:#ff4b33;\" href=\"http:\/\/www.fortbendchamber.com\/\"><img class=\"alignnone  wp-image-828\" style=\"margin-top:10px;margin-bottom:10px;\" alt=\"The Fort Bend Chamber Of Commerce | New Responsive Website | Blue Sky Marketing\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2014\/02\/fortbendchamber_website.jpg\" width=\"640\" height=\"356\" \/><\/a>\n<h2>Recreating the Fort Bend Chamber of Commerce's online presence<\/h2>\n<strong>Objectives:<\/strong>\n<ol>\n\t<li>Make the Chamber and County <a href=\"http:\/\/www.fortbendchamber.com\" target=\"_blank\">news and events<\/a> more accessible to members.<\/li>\n\t<li>Create <a href=\"http:\/\/web.fortbendchamber.com\/directory\/\" target=\"_blank\">better exposure for members<\/a> to share their communications.<\/li>\n\t<li>Provide quality information on any device for those looking to <a title=\"Fort Bend County Visitors Information\" href=\"http:\/\/www.fortbendchamber.com\/\" target=\"_blank\">live, work and play<\/a> in Fort Bend County.<\/li>\n<\/ol>\n<strong>What we did:<\/strong>\n<ol>\n\t<li>Create <a href=\"http:\/\/www.fortbendchamber.com\" target=\"_blank\">a responsive website<\/a> to make the Fort Bend Chamber's website accessible via any device.<\/li>\n\t<li>Highlight key areas of their website and online presence on the home page with <strong>eye-catching design<\/strong>.<\/li>\n\t<li>Design &amp; implement <a title=\"Email Marketing\" href=\"http:\/\/us7.campaign-archive1.com\/?u=1427cb21c498c2c770fa35bc1&amp;id=1ccfad96c3\" target=\"_blank\">email templates<\/a> to announce Chamber events and the new Member Connections that connects members with partner organizations.<\/li>\n<\/ol>\n<a href=\"http:\/\/www.fortbendchamber.com\/\" target=\"_blank\">Experience the Fort Bend Chamber of Commerce's new website from your desktop, tablet and smartphone!<\/a>\n<h3><strong>Are you thinking to bring your website to the next level?&nbsp;<\/strong>\n<a href=\"mailto:michelle@blueskymkt.com?subject=Responsive%20Websites%20\" target=\"_self\">Contact Blue Sky Marketing<\/a>&nbsp;today to learn more about the opportunities that a responsive website can offer to your business and how we can help.<\/h3>","date_modified":"2014-02-10 17:50:13","createdby":"21","modifiedby":null,"newsdate":"2014-02-10 17:50:13","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"the-fort-bend-chamber-of-commerce-goes-responsive-with-blue-sky-marketing","author":null,"thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/the-fort-bend-chamber-of-commerce-goes-responsive-with-blue-sky-marketing","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"826","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"826","tagid":"55","tag":"desktop usage","slug":"desktop-usage"},{"newsid":"826","tagid":"87","tag":"improving user experience","slug":"improving-user-experience"},{"newsid":"826","tagid":"119","tag":"mobile marketing strategy","slug":"mobile-marketing-strategy"},{"newsid":"826","tagid":"122","tag":"multi-screen world","slug":"multi-screen-world"},{"newsid":"826","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"826","tagid":"137","tag":"online marketing strategy","slug":"online-marketing-strategy"},{"newsid":"826","tagid":"151","tag":"responsive website development","slug":"responsive-website-development"},{"newsid":"826","tagid":"152","tag":"responsive websites","slug":"responsive-websites"},{"newsid":"826","tagid":"160","tag":"SEO","slug":"seo"},{"newsid":"826","tagid":"161","tag":"SEO strategy","slug":"seo-strategy"},{"newsid":"826","tagid":"179","tag":"website development","slug":"website-development"}],"tags":["34","55","87","119","122","132","137","151","152","160","161","179"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/desktop-usage\">desktop usage<\/a>, <a href=\"\/blog\/tag\/improving-user-experience\">improving user experience<\/a>, <a href=\"\/blog\/tag\/mobile-marketing-strategy\">mobile marketing strategy<\/a>, <a href=\"\/blog\/tag\/multi-screen-world\">multi-screen world<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing-strategy\">online marketing strategy<\/a>, <a href=\"\/blog\/tag\/responsive-website-development\">responsive website development<\/a>, <a href=\"\/blog\/tag\/responsive-websites\">responsive websites<\/a>, <a href=\"\/blog\/tag\/seo\">SEO<\/a>, <a href=\"\/blog\/tag\/seo-strategy\">SEO strategy<\/a>, <a href=\"\/blog\/tag\/website-development\">website development<\/a>"},"categoryinfo":{"info":[{"newsid":"826","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"826","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"826","catid":"13","category":"Responsive Website","slug":"responsive-website"},{"newsid":"826","catid":"15","category":"Technology","slug":"technology"},{"newsid":"826","catid":"17","category":"Website","slug":"website"}],"categories":["3","12","13","15","17"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/responsive-website\">Responsive Website<\/a>, <a href=\"\/blog\/category\/technology\">Technology<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"803","title":"Life as a Virtual Intern","dateadded":"2014-02-05 06:22:06","article":"Internships are a great way to help young adults, like me, evaluate things we have learned in school and find out where we need to learn more. &nbsp;My name is Danielle Licarione and I am studying <a title=\"St. Edward's- Marketing\" href=\"http:\/\/www.stedwards.edu\/academics\/bachelors\/marketing\" target=\"_blank\">Marketing at St. Edward's University<\/a> in Austin, Texas. I have been an intern with <a title=\"Blue Sky Marketing\" href=\"http:\/\/www.blueskymkt.com\/\" target=\"_blank\">Blue Sky Marketing<\/a> for four weeks now and since this is my first internship, this is the first chance I get to see how my classroom learning applies to the real world. I am not just any intern, I am a virtual intern.<!--more-->\n<h2><b>Being a Virtual Intern <\/b><\/h2>\nBeing a virtual intern comes with big responsibility. You don't have someone looking over your shoulder to get things done. You HAVE to be dedicated and manage your time well. Since I was a collegiate athlete, I was forced to learn how to prioritize my time between work, school and a social life. There are many benefits of being a virtual intern, but right now let's focus on a few things I have learned and realized over the past few weeks:\n<ol>\n\t<li><strong><i>What&nbsp;I've&nbsp;Learned (so far)<\/i><\/strong><\/li>\n\t<li><strong><i>Be a Sponge<\/i><\/strong><\/li>\n\t<li><strong><i>Benefits of Working for a Small Business<\/i><\/strong><\/li>\n<\/ol>\n<h3><strong>What&nbsp;I've&nbsp;Learned<\/strong><\/h3>\n<b><\/b>Saying that I learn something new every day is an understatement!\n<ul>\n\t<li><strong><a title=\"Blue Sky Marketing- Marketing Services\" href=\"http:\/\/www.blueskymkt.com\/Services\" target=\"_blank\"><em>Online Marketing Tools<\/em><\/a>:<\/strong> I have been exposed to many online marketing tools and platforms that are essential to providing measurable results for our clients.<\/li>\n\t<li><strong><em>SEO<\/em>:<\/strong> A valuable skill that I am gradually learning is effective SEO. The key is learning how to write concise, attention-grabbing and valuable content that is easily shared online. I have learned the importance of this for online marketing.<\/li>\n\t<li><strong><em>Creative<\/em>:<\/strong> I have been helping Blue Sky Marketing with promotional planning, developing creative social media posts and coming up with online marketing strategies. All of these have exposed me to more of the creative process of marketing.<\/li>\n\t<li><strong><em>Editing<\/em>:<\/strong>&nbsp; Even though proofreading doesn't seem like it's that hard, it is very important in this line of work. Everything needs to be read and re-read multiple times to ensure as close to perfection as possible.<\/li>\n<\/ul>\n<h3><strong>Be a Sponge<\/strong><\/h3>\nCreate the habit of loving to learn. Being a sponge means you have to listen, ask questions and actively engage in every learning opportunity. I have only four more weeks &nbsp;to learn all I can about marketing from this internship. Since my time here is limited, being a sponge is all about being eager to learn. I have learned that there are no stupid questions and it is better to ask a question than to make a mistake that can easily be prevented. <b>&nbsp;<\/b>\n<h3><strong>Benefits of Working for a Small Business<\/strong><\/h3>\nThe best way to learn is to have the opportunity to fail. Michelle and Kate give me considerable responsibilities at work which helps me learn from my own mistakes. They've been excellent at teaching me how to do something and then letting me take over. Sometimes they offer a lot of direction, carefully teaching me how to do something before they let me loose. While other times, they give me a task and let me figure it out for myself.<span style=\"line-height:1.5;\">&nbsp;<\/span>\n\nIn addition to all the knowledge I've attained from this internship, I've benefited in ways of which I'm not yet aware. Being around Kate and Michelle for four weeks has given me the opportunity to learn from their work methods and habits. I've seen how they manage time, overcome obstacles, communicate with clients and much more. I am super excited to be part of the Blue Sky Marketing team and looking forward to everything else they have in store for me.\n\nWant to implement in your company some of what I am learning?&nbsp;<a title=\"Blue Sky Marketing\" href=\"http:\/\/www.blueskymkt.com\/\" target=\"_blank\">Blue Sky Marketing<\/a>&nbsp;can offer guidance for the best online marketing tools, effective SEO strategies, and marketing strategies to help you achieve your business goals.","date_modified":"2014-02-05 06:22:06","createdby":"22","modifiedby":null,"newsdate":"2014-02-05 06:22:06","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"life-as-a-virtual-intern","author":null,"thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/life-as-a-virtual-intern","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"803","tagid":"31","tag":"b2b marketing","slug":"b2b-marketing"},{"newsid":"803","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"803","tagid":"56","tag":"digital marketing","slug":"digital-marketing"},{"newsid":"803","tagid":"160","tag":"SEO","slug":"seo"}],"tags":["31","34","56","160"],"taglinks":"<a href=\"\/blog\/tag\/b2b-marketing\">b2b marketing<\/a>, <a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/digital-marketing\">digital marketing<\/a>, <a href=\"\/blog\/tag\/seo\">SEO<\/a>"},"categoryinfo":{"info":[{"newsid":"803","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"780","title":"Good Marketing Strategies Start with Questions","dateadded":"2013-11-13 08:07:09","article":"<span style=\"line-height:1.5;\">Most marketers are well into the planning of their 2014 marketing budgets and working towards approval. If you are not one of them, here are some questions to consider to make sure your 2014 marketing plan is up to the task of meeting your company's marketing goals for next year.<\/span>\n<h3><strong>1. What did you accomplish this year? How did your 2013 plan perform?<\/strong><\/h3>\nReview last year's plan critically. Assess what worked and what flopped; don't allow items to be grandfathered into this year's plan because they have \"always been done\".&nbsp; If a marketing program item did not move you forward, consider doing without it this year and seeing if the loss is noted.\n<h3><b>2.&nbsp;<\/b><b>What has changed about your target audiences in the past year?<\/b><\/h3>\nAre there new markets for your products or services? As you consider, please recognize the need for both anecdotal and data-driven insight.\n\nYour sales people and managers have customer insights to enhance your analytics and big data. Consider an internal survey or an input session over lunch to make sure that anecdotal can be a part of your input. Know all those dashboards you set up last year, take a scan of the insights you gathered from customer feedback all year. Use all available input resources to create the strongest plan.\n<h3><b>3.&nbsp;<\/b><b>How does your target audience engage with media today?<\/b><\/h3>\nNew technologies come out daily. More people adopt existing technologies. Events that were once popular are suddenly ghost towns. Does your plan reflect understanding of your target market and where they are seeking solutions?\n<h3><b>4.&nbsp;<\/b><b>Did you conduct an audit of your measurement tools?<\/b><\/h3>\nMarketers amass detailed metrics for everything we do but we sometimes get too busy to look at them with a critical eye.&nbsp; In order to really get the value of all this data, your marketing plan needs to incorporate clear and measurable goals.\n\nRelated to this: the end of the year is a great time to make sure that all your tracking tools have the latest bells and whistles loaded. A great example of this, Google rolled out Demographic Insights in September, it requires a new line of tracking code in your website tracking data. Does your website have it? Looking for these little improvements will make future data insights more powerful.\n<h3><b>5.&nbsp;<\/b><b>Are the right people participating in the planning process?<\/b><\/h3>\nGreat plans are not formed in a vacuum. &nbsp;An annual strategic planning session with all your thought leaders in the same room can be exceedingly powerful. Take the lead and let marketing be in the driver's seat. &nbsp;It's not too late to make this happen.\n\n<strong>~~~~~~<strong>~~~~~~<\/strong><strong>~~~~~~<\/strong><strong>~~~~~~<\/strong><strong>~~~~~~<\/strong><strong>~~~~~~<\/strong><strong>~~~~~~<\/strong><strong>~~~~~~<\/strong><strong>~~~~~~<\/strong><\/strong>\n\nGreat plans take time but they are worth it. If you want to move your company forward in 2014, a good marketing strategy is a strong foundation. Not sure where to start? Want a second set of eyes to review your <a title=\"Marketing Strategy Consultant Houston\" href=\"http:\/\/www.blueskymkt.com\/marketing_strategy\">marketing plan<\/a>? Let <a title=\"Blue Sky Marketing Houston\" href=\"http:\/\/www.blueskymkt.com\/index\">Blue Sky Marketing<\/a> know, we are happiest when digging deep into marketing strategy!","date_modified":"2013-11-13 08:07:09","createdby":"12","modifiedby":null,"newsdate":"2013-11-13 08:07:09","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"good-marketing-strategies-start-with-questions","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/good-marketing-strategies-start-with-questions","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"taglinks":false},"categoryinfo":{"info":[{"newsid":"780","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"780","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["3","9"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"777","title":"Keeping Up With The Changes in Website Analytics -- Google Analytics Academy","dateadded":"2013-11-07 08:07:27","article":"<h2>The Ins-and-Outs of Digital Analytics Monitoring<\/h2>\nGoogle is constantly offering to educate marketers in how to use their products -- with the business objective of selling you in the process. Once you learn how much opportunity there is, you use their tools more often thus making the internet more Google-optimized and eventually even use their paid products. With all of the changes going on in Google Analytics -- terms shifting and new tracking methods, among other updates, I thought it was a good time to have Google give me the tour.<!--more-->\n<h2>Google Analytics Academy<\/h2>\n<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/11\/google-analytics-academy.png\"><img class=\" wp-image-788 alignleft\" alt=\"Google Analytics Academy Certificate of Completion\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/11\/google-analytics-academy.png\" width=\"300\" height=\"225\" \/><\/a>Google and I must have been on the same wave-length because I logged into my account and was prompted to have a look at a course being offered in their&nbsp;<a title=\"Google Analytics Academy - Digital Analytics Training\" href=\"https:\/\/analyticsacademy.withgoogle.com\/\" target=\"_blank\">Analytics Academy<\/a>&nbsp;on the Fundamentals of Digital Analytics. With the promise of guided instruction, exercises and a especially certificate of completion, I was in (they know their game theory!) It was about 5 hours of my time and worth every minute. Here are a few things I took away to help produce actionable marketing insights from Analytics data:\n<ol>\n\t<li><strong>You Can Track Anything<\/strong> - Anything with internet connectivity can be tracked in Google Analytics. This goes beyond the website and mobile site you already think of tracking. You can track&nbsp;mobile&nbsp;applications,&nbsp;cloud\u00ad connected&nbsp;point-\u00adof-sale&nbsp;systems,&nbsp;CRM&nbsp;systems,&nbsp;video&nbsp;game&nbsp;consoles,&nbsp;and&nbsp;even&nbsp;home&nbsp;appliances. If it's connected, it can be tracked! In a time when consumers access information from so many different devices, this becomes increasingly useful in understanding your customers' and prospects' arrival at a purchase decision.<\/li>\n\t<li><strong>Developing a Measurement Plan Beforehand is Key<\/strong> - In order to set up meaningful reports to drive actionable change to not only your website, but your messaging and even marketing strategy, sitting down with your team to determine a Measurement Plan is key. From this, setting up your Goals in your Analytics Account and preparing reports highlighting these Key Performance Indicators (KPI) will be a breeze, since you already know what you are looking for. <a title=\"Digital Analytics Fundamentals - Creating a Measurement Plan\" href=\"https:\/\/www.youtube.com\/watch?v=EpDA3XaELqs\" target=\"_blank\">View this YouTube video from the course that explains how to set up a Measurement Plan.<\/a><\/li>\n\t<li><span style=\"color:#000000;\"><b>Each Report Has Several Data Views -<\/b>&nbsp;A report defaults to data view which allows you to see the raw data. You can also select Percentage, Performance, Comparison and Pivot views to break down and visualize the data in different ways, depending on what you want to know about a given data set. <a title=\"Web Analytics Reporting - Google Analytics Academy\" href=\"https:\/\/www.youtube.com\/watch?v=xyh8iG5mRIs\" target=\"_blank\">View this YouTube video for an overview of all of the ways that you can customize your report views to find the actionable message you are seeking from your data.<\/a><\/span><\/li>\n\t<li><strong>Events and Goals are Essential to Understanding Your Website Experience<\/strong> - Analytics has come a long way from simply measuring page views and website usage patterns. By setting up Events, you are able to see not only the flow from one page to another and site exits, you are able to see actions taken on the page within your reports, such as form completions, video views, PDF downloads and more. Goals can be linked to Events and give you a measurement of how much a desired action is taken on your site -- this can be reaching a certain page, downloading a very important PDF, or completing a contact request, among other things. <a title=\"Online Marketing - Measuring Conversions with Google Analytics\" href=\"https:\/\/www.youtube.com\/watch?v=xLJt5A-NeQI#t=34\" target=\"_blank\">View this YouTube video for details on measuring micro and macro conversions.<\/a><\/li>\n\t<li><strong>Setting Up Custom Reports Gets Your Important Data Front and Center<\/strong> - This is an important part of Google Analytics in that once you have a Measurement Plan, you can create custom reports that bring all of those metrics and dimensions into one report. This will save you a ton of time, pulling one report vs. finding each report piecemeal. <a title=\"Custom Digital Analytics Reports in Google Analytics\" href=\"https:\/\/www.youtube.com\/watch?v=I1b4GT-GuEs\" target=\"_blank\">Take a look at this YouTube video on how to set up and share custom Analytics reports.&nbsp;<\/a><\/li>\n<\/ol>\nThis article is only a glimpse of the things that were taught in this course. Find some time to take the course yourself. Check back at the Google&nbsp;<a title=\"Fundamentals of Digital Analytics\" href=\"https:\/\/analyticsacademy.withgoogle.com\/course\" target=\"_blank\">Analytics Academy<\/a> for the complete list of training videos from the course and information about other upcoming courses.\n\n<hr \/>\n\nWhat do you wish you could learn from your website?&nbsp;Blue Sky Marketing is happy to roll up our sleeves and dig into your Analytics data with you as you consider your 2014 marketing plan and its <a title=\"Digital Marketing - Online and Mobile Marketing\" href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">digital marketing<\/a> components.","date_modified":"2013-11-07 08:07:27","createdby":"13","modifiedby":null,"newsdate":"2013-11-07 08:07:27","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"keeping-up-with-the-changes-in-website-analytics-google-analytics-academy","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/keeping-up-with-the-changes-in-website-analytics-google-analytics-academy","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"777","tagid":"27","tag":"Analitycs","slug":"analitycs"},{"newsid":"777","tagid":"28","tag":"analytics","slug":"analytics"},{"newsid":"777","tagid":"72","tag":"Google","slug":"google"},{"newsid":"777","tagid":"73","tag":"Google Analytics","slug":"google-analytics"},{"newsid":"777","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"777","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"777","tagid":"139","tag":"online tools","slug":"online-tools"},{"newsid":"777","tagid":"177","tag":"website","slug":"website"}],"tags":["27","28","72","73","132","138","139","177"],"taglinks":"<a href=\"\/blog\/tag\/analitycs\">Analitycs<\/a>, <a href=\"\/blog\/tag\/analytics\">analytics<\/a>, <a href=\"\/blog\/tag\/google\">Google<\/a>, <a href=\"\/blog\/tag\/google-analytics\">Google Analytics<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/online-tools\">online tools<\/a>, <a href=\"\/blog\/tag\/website\">website<\/a>"},"categoryinfo":{"info":[{"newsid":"777","catid":"1","category":"Uncategorized","slug":"uncategorized"},{"newsid":"777","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"777","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"777","catid":"15","category":"Technology","slug":"technology"},{"newsid":"777","catid":"17","category":"Website","slug":"website"}],"categories":["1","3","12","15","17"],"categorylinks":"<a href=\"\/blog\/category\/uncategorized\">Uncategorized<\/a>, <a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/technology\">Technology<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"762","title":"Upcoming AMA Houston SIG Events","dateadded":"2013-09-12 13:33:20","article":"The <a title=\"American Marketing Association Houston Chapter\" href=\"http:\/\/amahouston.net\/\" target=\"_blank\">American Marketing Association Houston Chapter<\/a> is ramping up its new year with several great seminars, in which Blue Sky Marketing will be taking part. Coming up in the next month&nbsp;are the following topics:\n<a id=\"SEOSEM\"><\/a>\n<h2>SEO or SEM? That's the Wrong Question<\/h2>\n<strong>Interactive Marketing SIG<\/strong>\nFriday, September 20 | 7:30 a.m.\nBank of America,&nbsp;2302 Fannin, Suite 200, Houston, TX 77002\nPanelists will cover:\n<ol>\n\t<li>Content creation's impact on both SEO and SEM<\/li>\n\t<li>How keyword strategies overlap in SEO and SEM<\/li>\n\t<li>Balancing SEO\/SEM investment for short-term vs long-term click volumes<\/li>\n\t<li>How to get buy-in on either SEO or SEM spending from your boss.<\/li>\n<\/ol>\n<a title=\"SEO or SEM? That's the Wrong Question - Marketing Seminar\" href=\"http:\/\/amahouston.net\/events\/seo-or-sem-thats-the-wrong-question\/\" target=\"_blank\">Register online here.<\/a>\n<a id=\"b2b\"><\/a>\n<h2>The Savvy Marketer Achieving More with Tech Tools<\/h2>\n<strong>B2B Marketing SIG<\/strong>\nFriday, September 27 | 7:30 a.m.\nBank of America,&nbsp;2302 Fannin, Suite 200, Houston, TX 77002\nIn this presentation:\n<div>\n<ol>\n\t<li>Learn how to use technology to&nbsp;gain marketing efficiency and&nbsp;increase customer engagement<\/li>\n\t<li>Increase market visibility and reach through multi-channel campaigns<\/li>\n\t<li>Walk away with lead nurturing solutions and tactics<\/li>\n\t<li>Hear case studies about using technology to CLOSE the process between lead generation and actual customers<\/li>\n\t<li>Learn the importance of integrating your CRM with digital marketing strategies<\/li>\n<\/ol>\n<a title=\"B2B Marketing Event - Achieving More with Tech Tools \" href=\"http:\/\/amahouston.net\/events\/the-savvy-marketer-achieving-more-with-tech-tools\/\" target=\"_blank\">Register online here.<\/a>\n<h2><a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/09\/oct2_facebookbanner.jpg\"><img class=\"alignnone  wp-image-772\" style=\"border:1px solid black;\" alt=\"Oct 2 Multicultural SIG Event\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/09\/oct2_facebookbanner.jpg?w=640\" width=\"640\" height=\"235\" \/><\/a><\/h2>\n<h2>Expanding Your Brand Beyond U.S. Borders - Case Studies for Marketing in Latin America and Asia<\/h2>\n<strong>Multicultural Marketing SIG<\/strong>\nWednesday, October 2 | 7:30 a.m.\nUnited Way,&nbsp;50 Waugh Drive,&nbsp;Houston, TX 77007\nLearn from this panel of top executives:\n<div>\n<ol>\n\t<li>How to evaluate and identify the individual markets and segments to penetrate based on your products and services<\/li>\n\t<li>How to adapt your branding for consumers in Latin America and Asia<\/li>\n\t<li>How to develop a cost efficient and successful marketing strategy in these target markets<\/li>\n<\/ol>\n<a title=\"Multicultural Marketing Seminar - International Marketing in Latin America &amp; Asia\" href=\"http:\/\/amahouston.net\/events\/expanding-your-brand-beyond-u-s-borders\/\" target=\"_blank\">Register online here.<\/a>\n\n<\/div>\n<\/div>","date_modified":"2013-09-12 13:33:20","createdby":"13","modifiedby":null,"newsdate":"2013-09-12 13:33:20","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"upcoming-ama-houston-sig-events","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/upcoming-ama-houston-sig-events","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"762","tagid":"24","tag":"ama houston","slug":"ama-houston"},{"newsid":"762","tagid":"25","tag":"AMA Houston events","slug":"ama-houston-events"},{"newsid":"762","tagid":"31","tag":"b2b marketing","slug":"b2b-marketing"},{"newsid":"762","tagid":"91","tag":"international marketing","slug":"international-marketing"},{"newsid":"762","tagid":"123","tag":"multicultural marketing","slug":"multicultural-marketing"},{"newsid":"762","tagid":"124","tag":"Multicultural Marketing SIG","slug":"multicultural-marketing-sig"},{"newsid":"762","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"762","tagid":"135","tag":"online marketing for businesses","slug":"online-marketing-for-businesses"},{"newsid":"762","tagid":"138","tag":"online strategy","slug":"online-strategy"}],"tags":["24","25","31","91","123","124","132","135","138"],"taglinks":"<a href=\"\/blog\/tag\/ama-houston\">ama houston<\/a>, <a href=\"\/blog\/tag\/ama-houston-events\">AMA Houston events<\/a>, <a href=\"\/blog\/tag\/b2b-marketing\">b2b marketing<\/a>, <a href=\"\/blog\/tag\/international-marketing\">international marketing<\/a>, <a href=\"\/blog\/tag\/multicultural-marketing\">multicultural marketing<\/a>, <a href=\"\/blog\/tag\/multicultural-marketing-sig\">Multicultural Marketing SIG<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing-for-businesses\">online marketing for businesses<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"762","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"762","catid":"11","category":"Multicultural","slug":"multicultural"},{"newsid":"762","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["3","11","12"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/multicultural\">Multicultural<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"764","title":"Work on the Go - The New World of Workplace Productivity Outside the Office","dateadded":"2013-09-12 13:27:09","article":"<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/09\/mobile-devices.jpg\"><img class=\"size-medium wp-image-767 alignleft\" style=\"margin:3px 5px;\" alt=\"Mobile Devices for Work\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/09\/mobile-devices.jpg\" width=\"300\" height=\"150\" \/><\/a>The \"workplace\" has definitely evolved over the past decade from a central office to teams in various locations collaborating remotely. Many people have weighed in on the debate, from <a href=\"http:\/\/venturebeat.com\/2013\/04\/19\/marissa-mayer-wfh\/\" target=\"_blank\">Yahoo! CEO banning work-from-home to boost innovation<\/a>&nbsp;to recent studies showing that workers increasingly are looking for flexibility in their job. Three-quarters&nbsp;of the American adults surveyed said&nbsp;<a href=\"http:\/\/www.businessnewsdaily.com\/3072-workers-crave-flexibility.html\" target=\"_blank\">flexibility<\/a>&nbsp;is one of the most important factors they consider when looking for a new job. So with all of the debate, what could be the right answer? It depends on your team and business objectives, but one thing that we embrace at Blue Sky Marketing is technology to help our team collaborate, no matter where we are.\n<h2>Technology that Lets You Work Smarter, Any Time or Place<\/h2>\nHere are just a few (free or relatively inexpensive) tools that help you work on the go and collaborate with your team regardless of schedule or location:\n<ol>\n\t<li><a href=\"http:\/\/www.dropbox.com\" target=\"_blank\"><strong>Dropbox<\/strong><\/a> - Dropbox's easy interface allows your team to store and share files on a remote server as well as seamlessly on their computers and mobile devices, or even access them on public computers, all the while updating the shared file for the whole team. Even better, the platform quickly and easily creates links to send files to colleagues and clients. Free accounts have access to up to 2GB with reasonably priced plans for 100GB or more.<\/li>\n\t<li><a href=\"http:\/\/www.google.com\/intx\/en\/enterprise\/apps\/business\/\" target=\"_blank\"><strong>Google Apps for Business<\/strong><\/a> - Google also offers several web-based applications that allow teams to perform basic business tasks, from email to sharing files on the run. These are especially helpful for keeping track of project lists and file sharing.<\/li>\n\t<li><a title=\"Business Productivity Technology\" href=\"http:\/\/www.skype.com\/\" target=\"_blank\"><strong>Skype<\/strong><\/a> - Everyone knows about this application for making free calls over the internet, but have you taken a look at it recently? They offer group calling and screen sharing, which helps to keep everyone on the same page, no matter where your team is around the globe.<\/li>\n\t<li><a title=\"Business Productivity Applications\" href=\"http:\/\/join.me\/\" target=\"_blank\"><strong>Join.me<\/strong><\/a> - Speaking of screen sharing, Join.me allows you to easily share your screen with up to 10 participants on a free account, also allowing for participants to share control and chat or even set up VOIP calls. This is great for demos and troubleshooting with clients or team members.<\/li>\n\t<li><a href=\"http:\/\/site.cloudon.com\/\" target=\"_blank\"><strong>CloudOn<\/strong><\/a> - Review and edit Microsoft Office files on your mobile devices and easily share via email or store on Dropbox or Google Drive. This app lets you update files right on your mobile device and send it out into the world.<\/li>\n<\/ol>\nBlue Sky Marketing is all about technology and finding ways to get the most out of every minute of our work day, regardless of our schedule or time zone, which most of you know is often very early or very late when other less sleep-deprived people are still enjoying another few hours of sleep!\n\n<a title=\"Blue Sky Marketing - Houston Marketing Consultants\" href=\"http:\/\/www.blueskymkt.com\/index.html\" target=\"_blank\">Contact Blue Sky Marketing<\/a> if you would like more information about how to increase the ROI on your marketing strategy.","date_modified":"2013-09-12 13:27:09","createdby":"13","modifiedby":null,"newsdate":"2013-09-12 13:27:09","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"work-on-the-go-the-new-world-of-workplace-productivity-outside-the-office","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/work-on-the-go-the-new-world-of-workplace-productivity-outside-the-office","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"764","tagid":"145","tag":"productivity","slug":"productivity"},{"newsid":"764","tagid":"167","tag":"technology","slug":"technology"},{"newsid":"764","tagid":"182","tag":"work ethic","slug":"work-ethic"}],"tags":["145","167","182"],"taglinks":"<a href=\"\/blog\/tag\/productivity\">productivity<\/a>, <a href=\"\/blog\/tag\/technology\">technology<\/a>, <a href=\"\/blog\/tag\/work-ethic\">work ethic<\/a>"},"categoryinfo":{"info":[{"newsid":"764","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"764","catid":"15","category":"Technology","slug":"technology"},{"newsid":"764","catid":"20","category":"Work ethic","slug":"work-ethic"}],"categories":["3","15","20"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/technology\">Technology<\/a>, <a href=\"\/blog\/category\/work-ethic\">Work ethic<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"751","title":"SEO Presentation, Associated Builders & Contractors of Greater Houston","dateadded":"2013-09-10 05:30:40","article":"This session, presented by Michelle LeBlanc with Blue Sky Marketing, covered what you need to know to optimize your company's site for search engines. This lunch and learn touched on the basics of SEO and what you need to know to get started. In simple terms with a focus on next steps, the presentation included discussions on strategy, keyphrase selection, having realistic expectations, some technical aspects, the importance of content and social aspects, &nbsp;and includes some general do's and don'ts.\n\nPDF of the presentation can be downloaded here: &nbsp;<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/09\/09-10-13-abc-seo-ppt.pdf\">09.10.13 ABC SEO.ppt<\/a>","date_modified":"2013-09-10 05:30:40","createdby":"12","modifiedby":null,"newsdate":"2013-09-10 05:30:40","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"seo-presentation-associated-builders-contractors-of-greater-houston","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/seo-presentation-associated-builders-contractors-of-greater-houston","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"taglinks":false},"categoryinfo":{"info":[{"newsid":"751","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"751","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"751","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["3","9","12"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"756","title":"Perfecting Your Message in a Multi-screen World at HiMA IS Conference","dateadded":"2013-09-09 14:04:35","article":"The advent of web analytics gave us data, but only if you LEARN to use that data effectively does it help grow your online presence and your website's user experience. This presentation will explore how to effectively deliver your marketing message to your target audience regardless of the platform they choose, how to frame your message to match consumer decision-making process, and the art of online communication. It will include discussion of user experience in your company's web design and the analytics data that can give you insight into how consumers use your site.\n\nAttendees will learn:\n1. How to frame your marketing message for various screens that may view your site\n2. How to set up your monitoring Dashboards\n3. Measure consumer interest and conversions on each platform\n\n<strong>October 2, 2013<\/strong>\n<strong><\/strong><strong>3:00 p.m. | Track 3 | Michelle LeBlanc&nbsp;<\/strong>\n<strong>HiMA Interactive Strategies Conference<\/strong>\n<a title=\"Messaging for Online Marketing\" href=\"http:\/\/www.houstonima.org\/schedule-is-conf-2013\" target=\"_blank\"><strong>Perfecting Your Message in a Multi-screen World<\/strong><\/a>\n<strong><\/strong><strong>Jones Graduate School of Business<\/strong>\n<strong><\/strong><strong>McNair Hall, Rice University<\/strong>\n<strong><\/strong><strong>Houston, TX 77005<\/strong>\n\n<a href=\"http:\/\/www.houstonima.org\/is\"><img class=\"alignnone\" alt=\"HiMA Interactive Strategies Conference\" src=\"http:\/\/www.houstonima.org\/resources\/Pictures\/is-conf\/cta-isconference.jpg\" width=\"540\" height=\"335\" \/><\/a>\n<h3><a href=\"http:\/\/www.houstonima.org\/is\" target=\"_blank\">Register now <\/a>and&nbsp;get ready to learn ways to reach people with the&nbsp;right content, at the right time, and on the right device in a way that is engaging for the user and rewarding for companies that get it right.<\/h3>","date_modified":"2013-09-09 14:04:35","createdby":"13","modifiedby":null,"newsdate":"2013-09-09 14:04:35","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"perfecting-your-message-in-a-multi-screen-world-at-hima-is-conference","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/perfecting-your-message-in-a-multi-screen-world-at-hima-is-conference","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"756","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"756","tagid":"56","tag":"digital marketing","slug":"digital-marketing"},{"newsid":"756","tagid":"77","tag":"HiMA","slug":"hima"},{"newsid":"756","tagid":"84","tag":"Houston Interactive Marketing","slug":"houston-interactive-marketing"},{"newsid":"756","tagid":"118","tag":"Mobile marketing","slug":"mobile-marketing"},{"newsid":"756","tagid":"120","tag":"mobile navigation","slug":"mobile-navigation"},{"newsid":"756","tagid":"121","tag":"mobile websites","slug":"mobile-websites"},{"newsid":"756","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"756","tagid":"135","tag":"online marketing for businesses","slug":"online-marketing-for-businesses"},{"newsid":"756","tagid":"136","tag":"online marketing implementation","slug":"online-marketing-implementation"},{"newsid":"756","tagid":"164","tag":"speaking engagements","slug":"speaking-engagements"}],"tags":["34","56","77","84","118","120","121","132","135","136","164"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/digital-marketing\">digital marketing<\/a>, <a href=\"\/blog\/tag\/hima\">HiMA<\/a>, <a href=\"\/blog\/tag\/houston-interactive-marketing\">Houston Interactive Marketing<\/a>, <a href=\"\/blog\/tag\/mobile-marketing\">Mobile marketing<\/a>, <a href=\"\/blog\/tag\/mobile-navigation\">mobile navigation<\/a>, <a href=\"\/blog\/tag\/mobile-websites\">mobile websites<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing-for-businesses\">online marketing for businesses<\/a>, <a href=\"\/blog\/tag\/online-marketing-implementation\">online marketing implementation<\/a>, <a href=\"\/blog\/tag\/speaking-engagements\">speaking engagements<\/a>"},"categoryinfo":{"info":[{"newsid":"756","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"756","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"756","catid":"17","category":"Website","slug":"website"}],"categories":["3","12","17"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"706","title":"Summer Fun at Yelp Spring Break - Growing Your Business One Yelp Elite at a Time","dateadded":"2013-08-08 09:10:08","article":"<p>Any restaurant or retail establishment knows the power of Yelp. The review site lets diners discover great finds on a menu (or ones to stay away from), tips for when to get great deals on happy hour and more through a crowd-sourced rating system. A study last year shows that just a&nbsp;<strong>half-star&nbsp;<\/strong>rating increase leads to&nbsp;<strong>19% more business<\/strong>. <a title=\"Restaurant Marketing on Yelp\" href=\"http:\/\/techcrunch.com\/2012\/09\/02\/berkeley-study-half-star-change-in-yelp-rating-can-make-or-break-a-restaurant\/\" target=\"_blank\">Read more here.<\/a><\/p><h3>Yelp Growth Through Offline Experiences<\/h3><p>What most may not know is that Yelp has a clever way of entering markets and finding the savviest and hippest consumers to thoroughly engage in their platform, while at the same time attracting local businesses to grasp the potential of proper presence on the <!--more-->site. Through a Community Manager in their major or growing markets, Yelp creates offline experiences that entice reviews and company participation. One such activation is the annual Yelp Spring Break, a call out to Yelpers from all across the country to join in one city for a romping good time experiencing the hospitality of a host city's finest bars, restaurants, hotels and more.<\/p><h3>2013 Yelp Spring Break: New Orleans, LA<\/h3><p><a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/07\/ysb2013.jpg\"><img class=\"size-full wp-image-716 alignleft\" alt=\"Yelp Spring Break 2013\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/07\/ysb2013.jpg\" width=\"120\" height=\"120\" \/><\/a>The second annual Yelp Spring Break (YSB) was held in May in NOLA, so a quick flight over seemed like a no-brainer. It was 4 days of many different Yelp-sponsored events to attend -- starting with a Yelp Like a Pirate Welcoming Party (costumes strongly encouraged) where we met fellow Yelpers from around the country, like Seattle, Los Angeles, Atlanta, Portland, Austin, New Orleans, Washington D.C., Orlando, San Diego and more. Imagine getting a group of people together&nbsp;who love to experience and share the best in their prospective cities. There were lots of discussions about where to go and what to do all across the United States, a true offline experience of Yelp's platform online.&nbsp;<a title=\"Yelp Spring Break: New Orleans\" href=\"http:\/\/communityblog.yelp.com\/2013\/05\/yelp-spring-break-new-orleans-2013.html\" target=\"_blank\">Read Yelp's blog about Yelp Spring Break here.<\/a><\/p><h3>Why Yelp Spring Break Works<\/h3><ol><li><strong>Local businesses showcase what makes them unique.<\/strong> The event relied heavily on local businesses to buy in and defer costs while providing a great time to visiting Yelpers. For minor sampling costs or service discounts, these businesses had the chance to reach hundreds of admittedly active Yelpers that, if all went well, would favorably review them at the end of the weekend.<\/li><li><strong>Yelp builds their value proposition to community members.<\/strong> Yelp was able to engage consumers from across the U.S. by enticing them with the proverbial carrot of free samples of booze, food and entertainment at a cool destination. The site's target audience (hip young professionals) are thus encouraged to return home and keep Yelping to get next year's invite, creating more active communities.<\/li><li><strong>Yelp reinforces Yelping outside of your Hometown.<\/strong> Not that I think that Yelp's primary objective is to compete with TripAdvisor with these events, but it definitely left me thinking more and more about Yelping as a visitor in cities when I travel.<\/li><\/ol><p><span style=\"color:#000000;font-size:1.4em;line-height:1.5em;\">Here are some recommendations for ways to uncover Yelp's true marketing potential for your business.<\/span><\/p><p>As a business owner looking to harness the power of Yelp, I would recommend these four easy steps:<\/p><ol><li><strong>Complete your company profile<\/strong> -- include business hours, contact information, business details, website and &nbsp;photos.<\/li><li><strong>Ask your satisfied customers for reviews<\/strong> of their positive experiences. Remember, a half star can mean almost 20% more business!<\/li><li><strong>Post your special events to Yelp's <a title=\"Yelp Events - Free Online Marketing\" href=\"http:\/\/www.yelp.com\/events\/houston\" target=\"_blank\">event calendar<\/a><\/strong> -- These listings are free and give you an opportunity to reach active Yelpers with information about your special activations, from prix fixe dinners to gallery openings, races and more.<\/li><li><strong>Ask to participate in Yelp sponsored events<\/strong> --&nbsp;Find out if your city has a Community Manager. Houston's is the lovely&nbsp;<a href=\"http:\/\/www.yelp.com\/user_details?userid=3zxy3LVBV3ttxoYbY4rQ8A\" target=\"_blank\">Farrah A<\/a>. If there is a Community Manager, ask how your business can participate in an upcoming local event, either as a host venue or partner of some kind.<\/li><\/ol><p>For more ways to expand your company's exposure online and generate more leads, contact Blue Sky Marketing. <a title=\"Blue Sky Marketing - Houston Client Testimonials\" href=\"http:\/\/www.blueskymkt.com\/Testimonials\" target=\"_blank\">Take a look what some of our clients have to say about our work.<\/a><\/p>","date_modified":"2013-08-08 09:10:08","createdby":"13","modifiedby":null,"newsdate":"2013-08-08 09:10:08","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"summer-fun-at-yelp-spring-break-growing-your-business-one-yelp-elite-at-a-time","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/summer-fun-at-yelp-spring-break-growing-your-business-one-yelp-elite-at-a-time","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"706","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"706","tagid":"135","tag":"online marketing for businesses","slug":"online-marketing-for-businesses"},{"newsid":"706","tagid":"163","tag":"social media marketing","slug":"social-media-marketing"},{"newsid":"706","tagid":"183","tag":"Yelp","slug":"yelp"}],"tags":["132","135","163","183"],"taglinks":"<a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing-for-businesses\">online marketing for businesses<\/a>, <a href=\"\/blog\/tag\/social-media-marketing\">social media marketing<\/a>, <a href=\"\/blog\/tag\/yelp\">Yelp<\/a>"},"categoryinfo":{"info":[{"newsid":"706","catid":"1","category":"Uncategorized","slug":"uncategorized"},{"newsid":"706","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"706","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"706","catid":"18","category":"Word of Mouth Marketing","slug":"word-of-mouth-marketing"}],"categories":["1","12","14","18"],"categorylinks":"<a href=\"\/blog\/category\/uncategorized\">Uncategorized<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/word-of-mouth-marketing\">Word of Mouth Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"709","title":"Identifying potential homebuyers using online technology","dateadded":"2013-08-04 08:44:33","article":"At Blue Sky Marketing, we spend more than a fair share of our time focused on marketing to potential homebuyers. &nbsp;We have both home builder and developer clients and are fortunate to have three top 20 best-selling master planned communities in our client marketing <a title=\"Blue Sky Marketing\" href=\"http:\/\/www.blueskymkt.com\/Clients\" target=\"_blank\">portfolio<\/a>.\n\nWe recently attended the PCBC (Pacific Coast Builders Conference) in San Diego to see if we were missing any new trends in marketing to homebuyers. It reinforced what we already knew at Blue Sky Marketing, <a href=\"http:\/\/www.realtor.org\/sites\/default\/files\/Study-Digital-House-Hunt-2013-01.pdf\" target=\"_blank\">90% of people<\/a> start their&nbsp;home search online and good marketers help them sift through a lot of online information to find the right answer.\n\n<!--more-->According to the&nbsp;2012 Profile of Home Buyers and Sellers,&nbsp;TV, billboards, and print channels play minimal role in research and decision-making&nbsp;process for home shoppers so please get your online marketing plan in order.\n\n<img class=\"alignleft size-large wp-image-712\" alt=\"2012 Profile of Home Buyers and Sellers\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/07\/2012-profile-of-home-buyers-and-sellers1.png?w=640\" width=\"640\" height=\"292\" \/>\n<h1><strong>Top 10 Things You Need to Be Doing in Your Online Marketing<\/strong><\/h1>\n<ol>\n\t<li><span style=\"line-height:1.5;\"><strong>Pay Per Click (PPC<\/strong>) - Yes, you have to do PPC. Unless you are really phenomenal at #4 below, you won't unseat the big&nbsp;<\/span>aggregators from the top search positions<span style=\"line-height:1.5;\">. Expect to pay&nbsp;$60 to $100 per lead and up to $300 per lead in competitive markets. That was per lead, not per click. Only 1 to 3% of web visitors submit an online request form, make sure your contact forms are fully engaging.&nbsp;<\/span><\/li>\n\t<li><strong>Lead Nurturing Campaigns<\/strong> - Engage the buyers with your story. Plan an email campaign that delivers your brand messages and don't forget to include links to your videos and other rich content. Schedule it, automate it, don't let them forget you.<\/li>\n\t<li><strong>Public Relations<\/strong> &nbsp;&mdash; Write and distribute press releases about what's happening, about your new floor plans, about design trends. Write them in a direct to consumer press release in professional style for informative style. Drive traffic to the website to view community.<\/li>\n\t<li><strong>SEO<\/strong> &mdash; You may not get there but your goal is to be in the Top 10 for Organic search engine results for your critical keyword phrases. Competition is fierce and lots of other people are trying to do the same thing. All parts of your marketing program work together and they all lift your SEO rank.<\/li>\n\t<li><strong>YouTube Channel<\/strong> - Model home videos, community videos, and other content make for rich YouTube material.&nbsp;YouTube is the top video research destination&nbsp;for home shoppers. Cost per lead and cost per conversion are also running lower on YouTube than PPC ads in traditional search. We are seeing significant video watching rates coupled with click-throughs to client websites.<\/li>\n\t<li><strong>Social Media<\/strong> - Facebook remains king of the social media hill despite their shrinking U.S. page views. Pinterest and Twitter are still in the mix. Think of social as a way to get past happy buyers to share their story about their happiness with their home or community.<\/li>\n\t<li><strong>Online Banners on Third Party Referral Sites<\/strong> (examples include MoveNewHome.com, NewHomeSource.com, Trulia.com) work. They need to be monitored carefully. Start with test campaigns that are a few months in duration, do not sign annual agreements until you know they work. Your mileage may vary; we see differences in performance across metro areas. Testing your creative is a big part of the banner process.<\/li>\n\t<li><strong>Free listing services<\/strong> &mdash; Do you relegate posting your listings to the youngest person on the totem pole in your office? If you are not creating enhanced online realtor listings with at least 25 photos on sites like Realtor.com, you are missing the opportunity.<\/li>\n\t<li><strong>Emails to homebuyers past and present<\/strong> &mdash; Stay in touch with your past buyers and residents.&nbsp;Between 2011 and 2012, 12 percent of people in the country over age&nbsp;1 moved at least once. Many of them changed homes. A happy past customer has the potential to be a happy future customer.<\/li>\n<\/ol>\nAnd equally important, monitor all of these platforms. Results vary, campaigns may get set up incorrectly, if you don't monitor, you will miss opportunity. Google Analytics is free, comprehensive and easy to use to create <a href=\"https:\/\/support.google.com\/analytics\/answer\/1033867?hl=en\" target=\"_blank\">tracking URLs<\/a>.\n\nAnd despite Blue Sky Marketing's belief in the power of online in selling homes and communities, don't let the sales team forget the importance of calling the prospects who fill out forms online.&nbsp;Only 1 to 3% of web visitors submit a form, that makes them into online gold. Not picking up the phone quickly to strike up a relationship is the biggest mistake your team can make.\n\nNo matter how good your marketing, you still have to provide homebuyers with <a title=\"What homebuyers really want 2013\" href=\"http:\/\/www.nahb.org\/generic.aspx?genericContentID=206669\" target=\"_blank\">what they really want<\/a> but getting them to consider you is a matter of finding them where they are online. Blue Sky Marketing would be happy to assist you in strategizing or implementing your online marketing plan. <a href=\"mailto:michelle@blueskymkt.com\" target=\"_blank\">Reach out.<\/a>","date_modified":"2013-08-04 08:44:33","createdby":"12","modifiedby":null,"newsdate":"2013-08-04 08:44:33","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"identifying-potential-homebuyers-using-online-technology","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/identifying-potential-homebuyers-using-online-technology","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"709","tagid":"79","tag":"homebuilder marketing","slug":"homebuilder-marketing"},{"newsid":"709","tagid":"80","tag":"Homebuyer marketing","slug":"homebuyer-marketing"},{"newsid":"709","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"709","tagid":"148","tag":"Real Estate Marketing","slug":"real-estate-marketing"}],"tags":["79","80","132","148"],"taglinks":"<a href=\"\/blog\/tag\/homebuilder-marketing\">homebuilder marketing<\/a>, <a href=\"\/blog\/tag\/homebuyer-marketing\">Homebuyer marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/real-estate-marketing\">Real Estate Marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"709","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"709","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["4","12"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"704","title":"Speaking Engagement:  SEO Revisited, September 10","dateadded":"2013-07-20 13:25:54","article":"<h1>Upcoming Speaking Engagements<\/h1>\n<h2><strong>Topic: &nbsp;SEO Revisited<\/strong><\/h2>\n<strong>Host and Location: &nbsp;<\/strong><a href=\"http:\/\/www.abchouston.org\/\">Associated Builders &amp; Contractors of Greater Houston<\/a>,&nbsp;3910 Kirby Drive, Ste. 131\n\n<strong>Date:<\/strong>&nbsp;Tuesday, September 10, 2013\n\nSEO remains important an important part of online marketing. &nbsp;Attend this session to learn what you need to know to optimize your company's site for&nbsp;search engines. &nbsp;This lunch and learn will cover the basics of SEO and what you need to know to get started.&nbsp;We will cover discussions on strategy, keyphrase selection and having realistic expectations, touch on some technical&nbsp;aspects, the importance of content and social aspects and gave a few take-away actionable items and includes some general do's and&nbsp;don'ts.\n\nIn this class, we will :\n<ul>\n\t<li>Review what search engine optimization is and why it's important<\/li>\n\t<li>The differences between on- and off-page SEO and how to optimize each<\/li>\n\t<li>The fundamentals that your website needs to drive more leads<\/li>\n<\/ul>\nWith the audience focused on the Association of Builders and Contractors, Michelle will endeavor to bring many real world examples from our builder and developer clients.\n\n<a title=\"Online Marketing Lunch and Learn Event: SEO Revisited\" href=\"http:\/\/www.abchouston.org\/event_registration.aspx?eventid=102936\" target=\"_blank\">Register online here.<\/a>","date_modified":"2013-07-20 13:25:54","createdby":"12","modifiedby":null,"newsdate":"2013-07-20 13:25:54","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"speaking-engagement-seo-revisited-september-10","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/speaking-engagement-seo-revisited-september-10","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"taglinks":false},"categoryinfo":{"info":[{"newsid":"704","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"704","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["3","12"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"700","title":"Take LinkedIn to the next level on June 19th","dateadded":"2013-06-06 08:18:51","article":"LinkedIn is the world's largest professional and social network. And it's also a premier place for innovative business development teams to connect with their target customers. &nbsp;Are you using this hugely powerful tool to its fullest potential?\n\nJoin&nbsp;<a href=\"http:\/\/web.fortbendchamber.com\/events\/eventdetail.aspx?EventID=2063042&amp;utm_source=Blue+Sky+Newsletter&amp;utm_campaign=15368b4d14-LinkedinFortBend_June_2013&amp;utm_medium=email&amp;utm_term=0_a4f0fc2a98-15368b4d14-\" target=\"_blank\">Michelle Le Blanc at the Fort Bend Chamber of Commerce<\/a>&nbsp;to get clear directions on setup, the inside scoop on advertising and valuable insights into LinkedIn targeting capabilities.\n\n<strong>June 19, 2013<\/strong>\n<strong><\/strong><strong>From 11:00 a.m. to 1:00 p.m.&nbsp;<\/strong>\n<strong><\/strong><strong><a href=\"http:\/\/web.fortbendchamber.com\/events\/eventdetail.aspx?EventID=2063042&amp;utm_source=Blue+Sky+Newsletter&amp;utm_campaign=15368b4d14-LinkedinFortBend_June_2013&amp;utm_medium=email&amp;utm_term=0_a4f0fc2a98-15368b4d14-\" target=\"_blank\">Leveraging LinkedIn to Build Your Business Network<\/a><\/strong>\n<strong><\/strong><strong>Fort Bend Chamber of Commerce<\/strong>\n<strong><\/strong><strong>445 Commerce Green Blvd.<\/strong>\n<strong><\/strong><strong>Sugar Land, TX 77478<\/strong>\n<h3><a href=\"http:\/\/web.fortbendchamber.com\/events\/eventdetail.aspx?EventID=2063042&amp;utm_source=Blue+Sky+Newsletter&amp;utm_campaign=15368b4d14-LinkedinFortBend_June_2013&amp;utm_medium=email&amp;utm_term=0_a4f0fc2a98-15368b4d14-\" target=\"_blank\">Register now and let's boost your potential on LinkedIn!<\/a><\/h3>","date_modified":"2013-06-06 08:18:51","createdby":"21","modifiedby":null,"newsdate":"2013-06-06 08:18:51","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"take-linkedin-to-the-next-level-on-june-19th","author":null,"thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/take-linkedin-to-the-next-level-on-june-19th","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"700","tagid":"67","tag":"Fort Bend Chamber of Commerce","slug":"fort-bend-chamber-of-commerce"},{"newsid":"700","tagid":"98","tag":"LinkedIn","slug":"linkedin"},{"newsid":"700","tagid":"101","tag":"LinkedIn marketing","slug":"linkedin-marketing"},{"newsid":"700","tagid":"102","tag":"LinkedIn profile optimization","slug":"linkedin-profile-optimization"},{"newsid":"700","tagid":"103","tag":"LinkedIn tips","slug":"linkedin-tips"},{"newsid":"700","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"},{"newsid":"700","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"700","tagid":"163","tag":"social media marketing","slug":"social-media-marketing"}],"tags":["67","98","101","102","103","117","132","163"],"taglinks":"<a href=\"\/blog\/tag\/fort-bend-chamber-of-commerce\">Fort Bend Chamber of Commerce<\/a>, <a href=\"\/blog\/tag\/linkedin\">LinkedIn<\/a>, <a href=\"\/blog\/tag\/linkedin-marketing\">LinkedIn marketing<\/a>, <a href=\"\/blog\/tag\/linkedin-profile-optimization\">LinkedIn profile optimization<\/a>, <a href=\"\/blog\/tag\/linkedin-tips\">LinkedIn tips<\/a>, <a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/social-media-marketing\">social media marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"700","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"700","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"700","catid":"7","category":"Houston","slug":"houston"},{"newsid":"700","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"700","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"700","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["3","4","7","9","12","14"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/houston\">Houston<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"676","title":"Blue Sky Marketing Honored for Exceptional Marketing Results","dateadded":"2013-05-24 08:34:33","article":"The AMA Houston's <a title=\"Marketing Awards Show\" href=\"http:\/\/www.crystalawards.org\/\" target=\"_blank\">27th Annual Crystal Awards<\/a>&nbsp;was held last night at the Hyatt downtown. Hundreds of marketers from around Houston were in attendance as the best of the best marketing projects from last year were shared and awarded for their success.\n<h2>Blue Sky Marketing Wins Five Crystal Awards<\/h2>\n<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/05\/5-awards.jpg\"><img class=\"size-medium wp-image-691 alignleft\" alt=\"5 Crystal Awards - American Marketing Association\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/05\/5-awards.jpg\" width=\"300\" height=\"169\" \/><\/a>\n\nBlue Sky Marketing is pleased to have worked with our clients in coming up with exceptional marketing programs that have won highest honors among Houston marketers. Our 2013 Crystal Awards wins, across a variety of industries, are:\n\n&nbsp;\n<ul>\n\t<li>Branding\/Rebranding, Business to Consumer - <a title=\"Frank's Americana Revival - Houston Restaurant\" href=\"http:\/\/www.frankshouston.com\/\" target=\"_blank\">Frank's Americana Revival<\/a><\/li>\n\t<li>Website, Small Budget - <a title=\"Sugar Land Wine &amp; Food Affair - Sugar Land Wine Event\" href=\"http:\/\/www.sugarlandwineandfoodaffair.com\/\" target=\"_blank\">Sugar Land Wine &amp; Food Affair<\/a><\/li>\n\t<li>Online Newsletter - <a title=\"Pup Squad - Houston Dog Rescue\" href=\"http:\/\/www.pupsquad.org\/donate\/\" target=\"_blank\">Pup Squad Donation Newsletter<\/a><\/li>\n\t<li>Website, Most Improved Business to Consumer - <a title=\"Woodforest Development - Montgomery County New Home Community\" href=\"http:\/\/www.woodforesttx.com\/\" target=\"_blank\">Woodforest Development<\/a><\/li>\n\t<li>Online Marketing Campaign -&nbsp;<a title=\"Frank's Americana Revival - Houston Restaurant\" href=\"http:\/\/www.frankshouston.com\/\" target=\"_blank\">Frank's Americana Revival<\/a><\/li>\n<\/ul>\nOther projects that were finalists among tough competition are:\n<ul>\n\t<li>Website, Business to Business - <a title=\"SureTec - Surety Bonds\" href=\"http:\/\/www.suretec.com\/\" target=\"_blank\">SureTec<\/a><\/li>\n\t<li>Maverick Marketing (Outside-the-Box Marketing) - <a title=\"Riverstone Development - Fort Bend County Master Planned Community\" href=\"http:\/\/www.riverstone.com\/vote-success\" target=\"_blank\">Riverstone Favorite Celebrity Resident<\/a><\/li>\n<\/ul>\n<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/05\/michellewsusieallison.jpg\"><img class=\"alignnone size-thumbnail wp-image-693\" alt=\"Michelle_Susie_Allison\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/05\/michellewsusieallison.jpg?w=150\" width=\"150\" height=\"112\" \/><\/a>&nbsp;<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/05\/kerikrystal.jpg\"><img class=\"alignnone size-thumbnail wp-image-694\" alt=\"Keri_Krystal\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/05\/kerikrystal.jpg?w=150\" width=\"150\" height=\"112\" \/><\/a>\n<h3>About the Crystal Awards<\/h3>\nThe Crystal Awards is AMA Houston's premier event honoring Houston's best marketing work. What sets the Crystal Awards apart from other awards programs is that it is more than a beauty or popularity contest. To become a Crystal Awards finalist, you have produce&nbsp;<strong>exceptional marketing work<\/strong>&nbsp;that overcomes challenges and produces the desired results. And winning at the Crystal Awards is proof that your marketing stood above the rest in its&nbsp;<strong>effectiveness<\/strong>.\n\nIf you would like more information about how Blue Sky Marketing can help your company achieve higher ROI out of your marketing programs, please visit our <a title=\"Houston Marketing Consultants\" href=\"http:\/\/www.blueskymkt.com\/\" target=\"_blank\">website<\/a>, or view our <a title=\"Houston Marketing Client Testimonial Videos\" href=\"http:\/\/www.blueskymkt.com\/Testimonials\" target=\"_blank\">client testimonial videos<\/a>.","date_modified":"2013-05-24 08:34:33","createdby":"13","modifiedby":null,"newsdate":"2013-05-24 08:34:33","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"blue-sky-marketing-honored-for-exceptional-marketing-results","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/blue-sky-marketing-honored-for-exceptional-marketing-results","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"676","tagid":"24","tag":"ama houston","slug":"ama-houston"},{"newsid":"676","tagid":"25","tag":"AMA Houston events","slug":"ama-houston-events"},{"newsid":"676","tagid":"37","tag":"branding","slug":"branding"},{"newsid":"676","tagid":"135","tag":"online marketing for businesses","slug":"online-marketing-for-businesses"},{"newsid":"676","tagid":"136","tag":"online marketing implementation","slug":"online-marketing-implementation"},{"newsid":"676","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"676","tagid":"178","tag":"website design strategy","slug":"website-design-strategy"},{"newsid":"676","tagid":"179","tag":"website development","slug":"website-development"}],"tags":["24","25","37","135","136","138","178","179"],"taglinks":"<a href=\"\/blog\/tag\/ama-houston\">ama houston<\/a>, <a href=\"\/blog\/tag\/ama-houston-events\">AMA Houston events<\/a>, <a href=\"\/blog\/tag\/branding\">branding<\/a>, <a href=\"\/blog\/tag\/online-marketing-for-businesses\">online marketing for businesses<\/a>, <a href=\"\/blog\/tag\/online-marketing-implementation\">online marketing implementation<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/website-design-strategy\">website design strategy<\/a>, <a href=\"\/blog\/tag\/website-development\">website development<\/a>"},"categoryinfo":{"info":[{"newsid":"676","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"676","catid":"7","category":"Houston","slug":"houston"},{"newsid":"676","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"676","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"676","catid":"17","category":"Website","slug":"website"}],"categories":["3","7","9","12","17"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/houston\">Houston<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"682","title":"Event Recap: AMA Multicultural SIG on Mobile Marketing","dateadded":"2013-05-22 14:25:29","article":"<p><a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/04\/ama_mobilemarketing_may14_flyer.jpg\"><img class=\"alignleft  wp-image-665\" alt=\"AMA_Mobilemarketing_May14_flyer\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/04\/ama_mobilemarketing_may14_flyer.jpg?w=225\" width=\"203\" height=\"270\" \/><\/a>The American Marketing Association Houston Chapter's Multicultural group put together a panel of experts on Hispanic and mobile marketing to participate in an open discussion about what is working and what isn't in reaching Hispanics via mobile -- smartphones as well as tablets. We found that many takeaways from the event could also be applied to the general market as well.<\/p><p>The speakers participating were Isabel Rafferty of Adsmovil in Los Angeles, Alvaro Cabal of Ford Motor Company in Dallas and&nbsp;Shervin Kalinia of Hand Held Page in Houston. The discussion was moderated by&nbsp;Cynthia Cisneros, VP of Community Affairs at KTRK ABC-13. Here are a few statistics, trends and tips that the speakers shared with the audience.<\/p><h3>3 Statistics You Should Know About Mobile Marketing &amp; Hispanics<!--more--><\/h3><ul><li>For Hispanics, often times the mobile device takes the place of a desktop. Hispanics <strong>spend 8% more on their cell phone bills<\/strong> than the general population.<\/li><li>Hispanics watch <strong>62% more digital video<\/strong> than non-Hispanics<\/li><li>Device usage trends by time of day: smartphone usage peaks in the morning and at 5pm, <strong>tablet usage increases at 7pm<\/strong> through the evening.<\/li><\/ul><h3>Tips for How to Reach Hispanics with Mobile Marketing<\/h3><ul><li>If you're just starting a mobile marketing strategy, start out with a <strong>mobile version of your website&nbsp;in English and Spanish<\/strong>. Apps may be appropriate in certain instances, but anyone can access your mobile site at any time. It's a good first step.<\/li><li>Look at <strong>in-app advertising<\/strong>. It is a cost effective form of mobile advertising.<\/li><li>The <strong>level of acculturation<\/strong> of your target audience will affect your strategy as well. More acculturated Hispanics respond more similarly to general market than first generation Hispanics.<\/li><li>Hispanics overindex in mobile shopping (in-store), texting, video and researching. Use of <strong>in-store mobile incentives<\/strong> may be a way to engage these consumers.<\/li><li><strong>Online video advertising<\/strong> is a great medium, since you are catching a captive audience where they spend a lot of time on the Internet already.<\/li><li>Be sure to do a <strong>post-click analysis<\/strong> to be sure that your site is effectively getting prospects to the information they need. Are they filling out a form, looking at product details, clicking to call? Start with your marketing goals and work backwards to build your mobile strategy.<\/li><li>Take a look at Google's <a title=\"Google's Mobile Playbook\" href=\"http:\/\/www.themobileplaybook.com\/en-us\/\" target=\"_blank\">Mobile Playbook<\/a> for more insights into mobile marketing.<\/li><\/ul><p><a title=\"Mobile Marketing Twitter Feed\" href=\"http:\/\/storify.com\/SandraSays\/amahouston-marketing-to-mobile-hispanics?utm_medium=sfy.co-twitter&amp;awesm=sfy.co_q6PG&amp;utm_content=storify-pingback&amp;utm_campaign=&amp;utm_source=t.co\" target=\"_blank\">View the Twitter feed from the event here.<\/a><\/p><p>If you are interested in developing a <a title=\"Digital Marketing Consultation\" href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">mobile marketing strategy<\/a>, contact Blue Sky Marketing. We will ensure your program's success through strategic planning, analysis and ongoing testing.<\/p>","date_modified":"2013-05-22 14:25:29","createdby":"13","modifiedby":null,"newsdate":"2013-05-22 14:25:29","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"event-recap-ama-multicultural-sig-on-mobile-marketing","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/event-recap-ama-multicultural-sig-on-mobile-marketing","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"682","tagid":"56","tag":"digital marketing","slug":"digital-marketing"},{"newsid":"682","tagid":"78","tag":"Hispanic market","slug":"hispanic-market"},{"newsid":"682","tagid":"118","tag":"Mobile marketing","slug":"mobile-marketing"},{"newsid":"682","tagid":"121","tag":"mobile websites","slug":"mobile-websites"},{"newsid":"682","tagid":"124","tag":"Multicultural Marketing SIG","slug":"multicultural-marketing-sig"},{"newsid":"682","tagid":"141","tag":"online video marketing","slug":"online-video-marketing"}],"tags":["56","78","118","121","124","141"],"taglinks":"<a href=\"\/blog\/tag\/digital-marketing\">digital marketing<\/a>, <a href=\"\/blog\/tag\/hispanic-market\">Hispanic market<\/a>, <a href=\"\/blog\/tag\/mobile-marketing\">Mobile marketing<\/a>, <a href=\"\/blog\/tag\/mobile-websites\">mobile websites<\/a>, <a href=\"\/blog\/tag\/multicultural-marketing-sig\">Multicultural Marketing SIG<\/a>, <a href=\"\/blog\/tag\/online-video-marketing\">online video marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"682","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"},{"newsid":"682","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"682","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"682","catid":"17","category":"Website","slug":"website"}],"categories":["5","9","12","17"],"categorylinks":"<a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"663","title":"Two Great AMA Houston Events in May","dateadded":"2013-04-24 12:22:41","article":"May will be a great month for the <a title=\"Marketing Professional Organization\" href=\"http:\/\/amahouston.net\/\" target=\"_blank\">American Marketing Association Houston<\/a> chapter. A couple of VERY interesting events are coming up, thanks to Houston's AMA special interest groups (SIGs). On <strong>May 2<\/strong>, the Interactive Marketing SIG will host a seminar about using analytics to shape your marketing programs. <strong>Blue Sky Marketing Founder Michelle LeBlanc will be the moderator<\/strong>.&nbsp;A second event, staged by&nbsp;the Multicultural Marketing SIG on <strong>May 14<\/strong>,&nbsp;will be presenting the latest trends and techniques to reach the Hispanic users in their mobile world. <span style=\"text-decoration:underline;\">See details of both events below.<\/span><!--more-->\n<h2><strong>May 2 - Michelle LeBlanc to lead AMA Event:&nbsp;<a href=\"http:\/\/amahouston.net\/events\/turning-analytics-into-actionable-insights\/\" target=\"_blank\">Turning Analytics Into Actionable Insights<\/a>\n<\/strong><\/h2>\nWith marketing analytics, marketers can understand the effectiveness of their marketing, not just the effectiveness of their website. <strong>Using marketing analytics allows marketers to identify<\/strong> how each of their marketing initiatives (e.g. social media vs. blogging vs. email marketing, etc.) stack up against one another, <strong>determine<\/strong> the <strong>true ROI<\/strong> of their activities, and <strong>understand<\/strong> how well they're achieving their business goals.&nbsp; What's working? What's not working? Join us to learn more.&nbsp;<strong><a href=\"https:\/\/www.regonline.com\/analytics2insights\" target=\"_blank\">Register online<\/a>&nbsp;<\/strong>by Tuesday, April 30, 2013, at 5pm.\n\n<strong><span style=\"text-decoration:underline;\">When<\/span><\/strong>\n<strong>Thursday, May 2, 2013<\/strong> from<strong>&nbsp;7:30am <\/strong>to<strong> 10:30am<\/strong>\n\n<span style=\"text-decoration:underline;\"><strong>Where<\/strong><\/span>\n<strong><a title=\"United Way Community Resource Center\" href=\"http:\/\/cl.exct.net\/?ju=fe2c17767d670675761670&amp;ls=fdc51572776d03797015707c66&amp;m=ff3116747463&amp;l=fe4f157772660d757213&amp;s=fe2b107673640074711572&amp;jb=ffcf14&amp;t=\" target=\"_blank\">United Way Community Resource Center<\/a><\/strong>\n50 Waugh Drive\nHouston, Texas 77007\n\n<span style=\"text-decoration:underline;\"><strong>Panelists<\/strong><\/span>\n<strong>Justin Segal -&nbsp;<\/strong>Chief Operating Officer, Boxer Property Management\n<strong>Marina Matselinskaya -&nbsp;<\/strong>Sr. Manager, Digital Marketing, Halliburton\n<strong>Myles Rose<\/strong> -&nbsp;Manager, Interactive Strategy, Gulf States Toyota, Inc.\n\n<span style=\"text-decoration:underline;\"><strong>Moderator<\/strong><\/span>\n<strong>Michelle LeBlanc -&nbsp;<\/strong>Founder, Blue Sky Marketintg\n<h2><strong>May 14 -&nbsp;<\/strong><a href=\"http:\/\/amahouston.net\/events\/marketing-in-a-handheld-world-mobile-marketing-trends-and-techniques-for-the-hispanic-market\/\" target=\"_blank\"><strong>Marketing in a Handheld World: Mobile Marketing Trends and Techniques for the Hispanic Market<\/strong><\/a><\/h2>\n<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/04\/ama_mobilemarketing_may14_flyer.pdf\" target=\"_blank\"><img class=\"alignleft size-medium wp-image-665\" alt=\"AMA_Mobilemarketing_May14_flyer\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/04\/ama_mobilemarketing_may14_flyer.jpg?w=225\" width=\"225\" height=\"300\" \/><\/a>Hispanic users are less likely than other ethnicities to have a home connection to access the Internet; however, <strong>they are more likely to browse websites, check email or send and receive messages from their cell phones.<\/strong> In a world of apps, short messages, videos and gaming, what are the latest techniques to market your product or services to Latinos via mobile devices? Attend the workshop to learn more about strategy and best practices.&nbsp;<strong><a href=\"https:\/\/www.regonline.com\/mobilehispanic\" target=\"_blank\">Register online<\/a><\/strong> by Friday, May 10, 2013, at 5 pm.\n\n<span style=\"text-decoration:underline;\"><strong>When<\/strong><\/span>\n<strong>Tuesday, May 14, 2013<\/strong> from&nbsp;<strong>7:30am<\/strong> to<strong> 10:30am<\/strong>\n\n<span style=\"text-decoration:underline;\"><strong>Where<\/strong><\/span>\n<strong><a title=\"United Way Community Resource Center\" href=\"http:\/\/cl.exct.net\/?ju=fe2c17767d670675761670&amp;ls=fdc51572776d03797015707c66&amp;m=ff3116747463&amp;l=fe4f157772660d757213&amp;s=fe2b107673640074711572&amp;jb=ffcf14&amp;t=\" target=\"_blank\"><span style=\"color:#0079c9;\">United Way Community Resource Center<\/span><\/a><\/strong>\n50 Waugh Drive\nHouston, Texas 77007\n\n<span style=\"text-decoration:underline;\"><strong>Panelists<\/strong><\/span>\n<strong>Alvaro Cabal<\/strong> -&nbsp;Director of Multicultural Marketing, Ford Motor Company\n<strong>Shervin Kalinia<\/strong> -&nbsp;CEO, HHPage, Inc.\n<strong>Jorge Rinc\u00f3n<\/strong> -&nbsp;Chief Operations Officer, Adsmovil\n\n<span style=\"text-decoration:underline;\"><strong>Moderator<\/strong><\/span>\n<strong>Cynthia Cisneros<\/strong> -&nbsp;VP of Community Affairs, Channel 13 ABC\n\n<strong>&nbsp;<\/strong>","date_modified":"2013-04-24 12:22:41","createdby":"21","modifiedby":null,"newsdate":"2013-04-24 12:22:41","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"two-great-ama-houston-events-in-may","author":null,"thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/two-great-ama-houston-events-in-may","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"663","tagid":"24","tag":"ama houston","slug":"ama-houston"},{"newsid":"663","tagid":"25","tag":"AMA Houston events","slug":"ama-houston-events"},{"newsid":"663","tagid":"27","tag":"Analitycs","slug":"analitycs"},{"newsid":"663","tagid":"73","tag":"Google Analytics","slug":"google-analytics"},{"newsid":"663","tagid":"78","tag":"Hispanic market","slug":"hispanic-market"},{"newsid":"663","tagid":"88","tag":"Interactive Marketing SIG","slug":"interactive-marketing-sig"},{"newsid":"663","tagid":"93","tag":"Latinos","slug":"latinos"},{"newsid":"663","tagid":"110","tag":"marketing strategy","slug":"marketing-strategy"},{"newsid":"663","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"},{"newsid":"663","tagid":"118","tag":"Mobile marketing","slug":"mobile-marketing"},{"newsid":"663","tagid":"124","tag":"Multicultural Marketing SIG","slug":"multicultural-marketing-sig"},{"newsid":"663","tagid":"141","tag":"online video marketing","slug":"online-video-marketing"},{"newsid":"663","tagid":"173","tag":"United Way Community Resource Center","slug":"united-way-community-resource-center"}],"tags":["24","25","27","73","78","88","93","110","117","118","124","141","173"],"taglinks":"<a href=\"\/blog\/tag\/ama-houston\">ama houston<\/a>, <a href=\"\/blog\/tag\/ama-houston-events\">AMA Houston events<\/a>, <a href=\"\/blog\/tag\/analitycs\">Analitycs<\/a>, <a href=\"\/blog\/tag\/google-analytics\">Google Analytics<\/a>, <a href=\"\/blog\/tag\/hispanic-market\">Hispanic market<\/a>, <a href=\"\/blog\/tag\/interactive-marketing-sig\">Interactive Marketing SIG<\/a>, <a href=\"\/blog\/tag\/latinos\">Latinos<\/a>, <a href=\"\/blog\/tag\/marketing-strategy\">marketing strategy<\/a>, <a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>, <a href=\"\/blog\/tag\/mobile-marketing\">Mobile marketing<\/a>, <a href=\"\/blog\/tag\/multicultural-marketing-sig\">Multicultural Marketing SIG<\/a>, <a href=\"\/blog\/tag\/online-video-marketing\">online video marketing<\/a>, <a href=\"\/blog\/tag\/united-way-community-resource-center\">United Way Community Resource Center<\/a>"},"categoryinfo":{"info":[{"newsid":"663","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"663","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"},{"newsid":"663","catid":"7","category":"Houston","slug":"houston"},{"newsid":"663","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"663","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"663","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"663","catid":"16","category":"Video","slug":"video"},{"newsid":"663","catid":"17","category":"Website","slug":"website"}],"categories":["3","5","7","9","12","14","16","17"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>, <a href=\"\/blog\/category\/houston\">Houston<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/video\">Video<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"661","title":"Last Days to Submit for the AMA Crystal Awards - April 17th","dateadded":"2013-04-16 08:29:37","article":"The AMA Houston Chapter's annual <a title=\"AMA Houston Marketing Awards Show\" href=\"http:\/\/www.crystalawards.org\/\">Crystal Awards<\/a> gala will be May 23rd, which is the opportunity for Texas marketers to showcase not only their marketing strategies but also results from 2012.\n\nThe last day to submit your work is tomorrow, April 17th. Entries are <a title=\"AMA Houston Crystal Awards Marketing Categories\" href=\"http:\/\/www.crystalawards.org\/How%20to%20enter.shtml\" target=\"_blank\">submitted by category<\/a> and judges from around the country come together to vet these entries, with doubt weight going to each marketing campaign's results.\n\nBlue Sky Marketing is excited to participate and share some of the great work we've had the&nbsp;privilege&nbsp;to produce with our clients, in the categories of <a title=\"Blue Sky Marketing - Website Development\" href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">website development<\/a>, <a title=\"Blue Sky Marketing - Online Marketing Strategy\" href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">online marketing<\/a> and <a title=\"Blue Sky Marketing - Houston Marketing Strategy\" href=\"http:\/\/www.blueskymkt.com\/marketing_strategy\" target=\"_blank\">brand planning<\/a>. For more information about our company, <a title=\"Houston Marketing Strategy\" href=\"http:\/\/www.blueskymkt.com\/\" target=\"_blank\">visit our website.<\/a>","date_modified":"2013-04-16 08:29:37","createdby":"13","modifiedby":null,"newsdate":"2013-04-16 08:29:37","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"last-days-to-submit-for-the-ama-crystal-awards-april-17th","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/last-days-to-submit-for-the-ama-crystal-awards-april-17th","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"661","tagid":"24","tag":"ama houston","slug":"ama-houston"},{"newsid":"661","tagid":"85","tag":"houston marketing","slug":"houston-marketing"},{"newsid":"661","tagid":"105","tag":"marketing","slug":"marketing"},{"newsid":"661","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"661","tagid":"178","tag":"website design strategy","slug":"website-design-strategy"},{"newsid":"661","tagid":"179","tag":"website development","slug":"website-development"}],"tags":["24","85","105","138","178","179"],"taglinks":"<a href=\"\/blog\/tag\/ama-houston\">ama houston<\/a>, <a href=\"\/blog\/tag\/houston-marketing\">houston marketing<\/a>, <a href=\"\/blog\/tag\/marketing\">marketing<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/website-design-strategy\">website design strategy<\/a>, <a href=\"\/blog\/tag\/website-development\">website development<\/a>"},"categoryinfo":{"info":[{"newsid":"661","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"661","catid":"7","category":"Houston","slug":"houston"},{"newsid":"661","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"661","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"661","catid":"17","category":"Website","slug":"website"}],"categories":["3","7","9","12","17"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/houston\">Houston<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"645","title":"Building Your LinkedIn Presence - 4\/4\/13","dateadded":"2013-04-04 15:04:14","article":"Great showing today by SMPS Houston! We had about 50 people in the audience with lots of great questions. It was my pleasure to be your speaker. &nbsp;<a title=\"LinkedIn Presentation\" href=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/04\/04-04-13-linkedin-network-ppt.pdf\" target=\"_blank\">PPT is here<\/a>.\n\nLet Blue Sky Marketing know if you need marketing implementation support on your digital marketing initiatives.\n\n<address><a title=\"Michelle LeBlanc, Blue Sky Marketing, Houston\" href=\"mailto:michelle@blueskymkt.com\" target=\"_blank\"><strong>Michelle LeBlanc<\/strong><\/a><\/address><address>Blue Sky Marketing<\/address><address>? 713.818.0070<\/address><address>&nbsp;Watch Client Testimonials:&nbsp;&nbsp;<a title=\"Client Testimonial Videos\" href=\"http:\/\/www.blueskymkt.com\/testimonials\" target=\"_blank\">http:\/\/www.blueskymkt.com\/testimonials<\/a><\/address><address>Company Blog:&nbsp; &nbsp;<a title=\"Blue Sky Marketing blog\" href=\"http:\/\/blueskymarketing.wordpress.com\/\" target=\"_blank\">http:\/\/blueskymarketing.wordpress.com\/&nbsp;<\/a><\/address><address>Connect on LinkedIn: <a title=\"Blue Sky Marketing \" href=\"http:\/\/www.linkedin.com\/in\/MichelleLeBlanc\" target=\"_blank\">http:\/\/www.linkedin.com\/in\/MichelleLeBlanc<\/a><\/address><address>&nbsp;<\/address><address>&nbsp;<\/address>","date_modified":"2013-04-04 15:04:14","createdby":"12","modifiedby":null,"newsdate":"2013-04-04 15:04:14","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"building-your-linkedin-presence","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/building-your-linkedin-presence","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"645","tagid":"98","tag":"LinkedIn","slug":"linkedin"},{"newsid":"645","tagid":"163","tag":"social media marketing","slug":"social-media-marketing"}],"tags":["98","163"],"taglinks":"<a href=\"\/blog\/tag\/linkedin\">LinkedIn<\/a>, <a href=\"\/blog\/tag\/social-media-marketing\">social media marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"645","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["14"],"categorylinks":"<a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"639","title":"Congratulations, Dialyspa, Healthcare Products\/Services Marketer of the Year!","dateadded":"2013-03-19 07:37:17","article":"The American Marketing Association - Houston Chapter's <a title=\"AMA Houston MOTY\" href=\"http:\/\/amahouston.net\/event\/2012-marketer-of-the-year\/\" target=\"_blank\">Marketer of the Year<\/a> awards show was yesterday evening, where the best of the best in various industries vied to be named Marketer of the Year. Best of Category winners were selected by peers in the Houston marketing community as well as a panel of expert judges, based on their marketing challenges, programs and results.\n\n<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/03\/dialsypa-moty_web.jpg\"><img class=\"alignleft size-medium wp-image-640\" alt=\"Dialsypa Wins Marketer of the Year\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/03\/dialsypa-moty_web.jpg\" width=\"300\" height=\"239\" \/><\/a>We're proud to congratulate <a title=\"Dialyspa - Houston Dialysis Centers\" href=\"http:\/\/www.dialyspa.com\/\" target=\"_blank\">Dialyspa<\/a>,&nbsp;Best of Category winner&nbsp;in&nbsp;Healthcare Products\/Services, for their stellar marketing strategy and flawless&nbsp;implementation&nbsp;in 2012. We're proud to have been a part of their successful marketing program!&nbsp;<a title=\"Houston Marketer of the Year\" href=\"http:\/\/amahouston.net\/wp-content\/uploads\/2013\/02\/MOTY-Best-of-Category-Winners-List.pdf\" target=\"_blank\">See the list of top marketers in Houston here.<\/a>","date_modified":"2013-03-19 07:37:17","createdby":"13","modifiedby":null,"newsdate":"2013-03-19 07:37:17","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"congratulations-dialyspa-healthcare-productsservices-marketer-of-the-year","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/congratulations-dialyspa-healthcare-productsservices-marketer-of-the-year","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"639","tagid":"24","tag":"ama houston","slug":"ama-houston"},{"newsid":"639","tagid":"26","tag":"American Marketing Association","slug":"american-marketing-association"},{"newsid":"639","tagid":"35","tag":"Blue SKy Marketing Houston","slug":"blue-sky-marketing-houston"},{"newsid":"639","tagid":"39","tag":"business goals","slug":"business-goals"},{"newsid":"639","tagid":"85","tag":"houston marketing","slug":"houston-marketing"},{"newsid":"639","tagid":"106","tag":"Marketing and Advertising","slug":"marketing-and-advertising"},{"newsid":"639","tagid":"110","tag":"marketing strategy","slug":"marketing-strategy"}],"tags":["24","26","35","39","85","106","110"],"taglinks":"<a href=\"\/blog\/tag\/ama-houston\">ama houston<\/a>, <a href=\"\/blog\/tag\/american-marketing-association\">American Marketing Association<\/a>, <a href=\"\/blog\/tag\/blue-sky-marketing-houston\">Blue SKy Marketing Houston<\/a>, <a href=\"\/blog\/tag\/business-goals\">business goals<\/a>, <a href=\"\/blog\/tag\/houston-marketing\">houston marketing<\/a>, <a href=\"\/blog\/tag\/marketing-and-advertising\">Marketing and Advertising<\/a>, <a href=\"\/blog\/tag\/marketing-strategy\">marketing strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"639","catid":"7","category":"Houston","slug":"houston"},{"newsid":"639","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["7","9"],"categorylinks":"<a href=\"\/blog\/category\/houston\">Houston<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"569","title":"Ten Online Video Stats in 2012 That Will Amaze You","dateadded":"2013-03-12 07:31:31","article":"Online video ad viewing increased dramatically in 2012, with audiences choosing to watch video ads 4.6 billion times, or about <strong>13.2 million times every day<\/strong>.\n\nRecords were broken by the likes of <a href=\"http:\/\/www.youtube.com\/results?search_query=super+bowl+ms+brown&amp;oq=super+bowl+ms+brown&amp;gs_l=youtube.3...2364.2889.0.3440.2.2.0.0.0.0.90.167.2.2.0...0.0...1ac.1.Z0FdRwpHXhY&amp;utm_source=iFilm+Productions+List&amp;utm_campaign=c43634df25-iFilm_2012VideoTrends_2_10_2013&amp;utm_medium=email\">M&amp;M's Superbowl Ms Brown<\/a>&nbsp;or <a href=\"http:\/\/www.youtube.com\/watch?v=Y4MnpzG5Sqc&amp;utm_source=iFilm+Productions+List&amp;utm_campaign=c43634df25-iFilm_2012VideoTrends_2_10_2013&amp;utm_medium=email\">Kony 2012<\/a>, with the former getting 85% of online views driven the ad's virality (not by paid ads) and the latter counting 41 millions video views in just one day. Online videos are <strong>effective for branding and can deliver your message on any platform and any scale<\/strong>, from internal communications to global campaigns. <a href=\"http:\/\/adage.com\/article\/digitalnext\/ten-stats-change-video-2013\/238915\/?utm_source=iFilm+Productions+List&amp;utm_campaign=c43634df25-iFilm_2012VideoTrends_2_10_2013&amp;utm_medium=email\">Read about other outstanding videos trends in 2012 here.<\/a>\n\nAnd your company? What do your video communications look like for 2013? See how Blue Sky Marketing can help you build an <a href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">online video marketing strategy<\/a>.","date_modified":"2013-03-12 07:31:31","createdby":"21","modifiedby":null,"newsdate":"2013-03-12 07:31:31","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"ten-online-video-stats-in-2012-that-will-amaze-you","author":null,"thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/ten-online-video-stats-in-2012-that-will-amaze-you","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"569","tagid":"21","tag":"ad vitality","slug":"ad-vitality"},{"newsid":"569","tagid":"31","tag":"b2b marketing","slug":"b2b-marketing"},{"newsid":"569","tagid":"37","tag":"branding","slug":"branding"},{"newsid":"569","tagid":"47","tag":"consumer behavior","slug":"consumer-behavior"},{"newsid":"569","tagid":"111","tag":"marketing tactics","slug":"marketing-tactics"},{"newsid":"569","tagid":"135","tag":"online marketing for businesses","slug":"online-marketing-for-businesses"},{"newsid":"569","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"569","tagid":"140","tag":"online video","slug":"online-video"},{"newsid":"569","tagid":"175","tag":"video advertising","slug":"video-advertising"}],"tags":["21","31","37","47","111","135","138","140","175"],"taglinks":"<a href=\"\/blog\/tag\/ad-vitality\">ad vitality<\/a>, <a href=\"\/blog\/tag\/b2b-marketing\">b2b marketing<\/a>, <a href=\"\/blog\/tag\/branding\">branding<\/a>, <a href=\"\/blog\/tag\/consumer-behavior\">consumer behavior<\/a>, <a href=\"\/blog\/tag\/marketing-tactics\">marketing tactics<\/a>, <a href=\"\/blog\/tag\/online-marketing-for-businesses\">online marketing for businesses<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/online-video\">online video<\/a>, <a href=\"\/blog\/tag\/video-advertising\">video advertising<\/a>"},"categoryinfo":{"info":[{"newsid":"569","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"},{"newsid":"569","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"569","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"569","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"569","catid":"16","category":"Video","slug":"video"},{"newsid":"569","catid":"17","category":"Website","slug":"website"}],"categories":["5","9","12","14","16","17"],"categorylinks":"<a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/video\">Video<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"613","title":"Get a Grip on Your 2013 SEO Strategy","dateadded":"2013-03-01 07:29:25","article":"Oh SEO, the glory and fall of many. Over the last couple of years, you must have heard enough about on-page optimization to feel sick, and I am sure you're still a little sore about that string of keywords that you perfected but no longer gets your website tons of traffic.&nbsp;The good news is Google's algorithms is <strong>vastly changing<\/strong>. <a title=\"Google Search Engine Optimization: Panda Updates\" href=\"http:\/\/searchengineland.com\/library\/google\/google-panda-update\" target=\"_blank\">Just take a look here at the lengthy list of Panda updates since its release in 2011.<\/a>&nbsp;Note that in this post, we focus on Google's search engine algorithm, simply because Google accounts for almost <strong>70%&nbsp;percent of search engine usage (in the U.S.)<\/strong>, and most others follow similar guidelines.\n<h2><strong>What's New?<\/strong><\/h2>\n<!--more-->These changes mean no more old-school-keywords-pain and, surprise, your gained expertise turns out to be critical!<strong>&nbsp;The basics stay the same<\/strong>: character-limited meta descriptions and title tags, descriptive and structured URLs, proper encoding, and no spammy content. Still you'll need to adapt to Google's new rules about the <strong>backend<\/strong> (meta data), <strong>responsiveness<\/strong>, <strong>authority<\/strong>, <strong>accessibility<\/strong>, and <strong>content consistency<\/strong>, just to mention a few. In a nut shell: Google wants people to find what they're looking for - and to find it easily, quickly and directly. That's why the path the web giant is headed in 2013 (and beyond) will be starring <a title=\"Blue Sky Marketing: Responsive Web Design\" href=\"http:\/\/blueskymarketing.wordpress.com\/2013\/01\/29\/pros-and-cons-of-responsive-website-development-an-interesting-insight\/\" target=\"_blank\">responsive<\/a>, organic and clean websites.\n<h2><b>Meta Data <\/b><\/h2>\nAs a matter of fact, keyword-rich meta titles and meta descriptions still rule in the ranking. Google's new rules demand <b>unique<\/b> descriptions <b>under 150 characters<\/b>. More than ever, your keyword mastery combined with <a title=\"Search Engine Optimization: Keyword Research\" href=\"http:\/\/adwords.google.com\" target=\"_blank\">AdWords' Keyword Tool <\/a>and <a title=\"Search Engine Optimization: Keyword Research\" href=\"http:\/\/www.google.com\/trends\/\" target=\"_blank\">Trends<\/a> will be vital. However, use&nbsp;<strong>natural language<\/strong>: you're talking to humans and not (only) to robots.\n<h2><b>Responsiveness <\/b><\/h2>\nMobile traffic to websites is catching up to desktop usage, and Google&nbsp;aims to further improve the user experience. Responsiveness scores a touchdown: responsive websites are <b>available on every device<\/b> and abide by SEO criteria for unique URL, minimized loading time, and consistency. Read more about how to <a title=\"Website Development: Responsive Website Design\" href=\"http:\/\/blueskymarketing.wordpress.com\/2013\/01\/29\/pros-and-cons-of-responsive-website-development-an-interesting-insight\/\" target=\"_blank\">design and develop responsive websites<\/a> for an engaging user experience. Responsive web design still has a way to go in consistency in rendering so move cautiously in this direction asking a lot of questions.\n<h2><b>Authority <\/b><\/h2>\nThe&nbsp;<a title=\"Digital Marketing Book Review\" href=\"http:\/\/blogs.wsj.com\/corporate-intelligence\/2013\/02\/01\/the-future-according-to-eric-7-points\/\" target=\"_blank\">Wall Street Journal<\/a> recently got an enlightening sneak peek at Google Executive Chairman Eric Schmidt's new book, \"<a title=\"Digital Marketing Book\" href=\"http:\/\/www.amazon.com\/The-New-Digital-Age-Reshaping\/dp\/0307957136\" target=\"_blank\">The New Digital Age<\/a>\" to be released in April: \"Within search results, information tied to <b>verified online profiles will be ranked higher<\/b> than content without such verification, which will result in most users naturally clicking on the top (verified) results. <b>The true cost of remaining anonymous, then, might be irrelevance.<\/b>\" You may want to start creating your <a title=\"Google AuthorRank Community &amp; How Tos\" href=\"https:\/\/plus.google.com\/communities\/104474428845467390263\/stream\/f6a897a4-219f-46a8-ac7c-fa6b1189a343\" target=\"_blank\">AuthorRank<\/a> profile, making sure that rich snippets are enabled, ensure that your Google+ profile is filled up, and that they're linked up with your blog\/website. This will improve ranking and click-through rate.\n<h2><b>Accessibility <\/b><\/h2>\nBroken links, duplicates and long load times will trigger Google's alarm in no time. &nbsp;Think: what's your first reaction when you get a 404-page error or worse, when you're stuck in the traffic trying to load a page that won't show up? <a title=\"Bad Web Design\" href=\"http:\/\/www.ted.com\/talks\/renny_gleeson_404_the_story_of_a_page_not_found.html\" target=\"_blank\">\n<\/a>\n<h2><b>Content Consistency <\/b><\/h2>\n<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/03\/blueskymarketing_homepage.jpg\"><img class=\"alignleft size-medium wp-image-634\" alt=\"BlueSkyMarketing_Homepage\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/03\/blueskymarketing_homepage.jpg\" width=\"300\" height=\"184\" \/><\/a>Awesome content (and design!) is what searchers want, and it's what search engines prioritize in results. <a title=\"Google Webmaster Tools Blog\" href=\"http:\/\/googlewebmastercentral.blogspot.com\/2011\/05\/more-guidance-on-building-high-quality.html?utm_source=feedburner&amp;utm_medium=feed&amp;utm_campaign=Feed:+blogspot\/amDG+(Official+Google+Webmaster+Central+Blog)\" target=\"_blank\">Just ask Google<\/a>. Up-to-date content of the highest editorial quality and relevance drives traffic, improves organic SEO, increases&nbsp; levels of engagement as well as lead generation, and, finally, <strong>influences purchase decisions<\/strong>.\n\n<i>If you need support with your <a title=\"Website Development &amp; Online Marketing\" href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">website SEO strategy<\/a>, give Blue Sky Marketing a call<\/i><i>! <a title=\"Contact Blue Sky Marketing Houston\" href=\"http:\/\/www.blueskymkt.com\/\" target=\"_blank\">Contact Us here.<\/a><\/i>","date_modified":"2013-03-01 07:29:25","createdby":"21","modifiedby":null,"newsdate":"2013-03-01 07:29:25","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"get-a-grip-on-your-2013-seo-strategy","author":null,"thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/get-a-grip-on-your-2013-seo-strategy","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"613","tagid":"23","tag":"AdWords Keyword Tool","slug":"adwords-keyword-tool"},{"newsid":"613","tagid":"30","tag":"AuthorRank","slug":"authorrank"},{"newsid":"613","tagid":"72","tag":"Google","slug":"google"},{"newsid":"613","tagid":"73","tag":"Google Analytics","slug":"google-analytics"},{"newsid":"613","tagid":"75","tag":"Google Trends","slug":"google-trends"},{"newsid":"613","tagid":"96","tag":"lead generation","slug":"lead-generation"},{"newsid":"613","tagid":"114","tag":"meta descriptions","slug":"meta-descriptions"},{"newsid":"613","tagid":"115","tag":"meta titles","slug":"meta-titles"},{"newsid":"613","tagid":"116","tag":"metadata","slug":"metadata"},{"newsid":"613","tagid":"151","tag":"responsive website development","slug":"responsive-website-development"},{"newsid":"613","tagid":"152","tag":"responsive websites","slug":"responsive-websites"},{"newsid":"613","tagid":"157","tag":"search engine optimization","slug":"search-engine-optimization"},{"newsid":"613","tagid":"160","tag":"SEO","slug":"seo"},{"newsid":"613","tagid":"170","tag":"traffic","slug":"traffic"},{"newsid":"613","tagid":"178","tag":"website design strategy","slug":"website-design-strategy"}],"tags":["23","30","72","73","75","96","114","115","116","151","152","157","160","170","178"],"taglinks":"<a href=\"\/blog\/tag\/adwords-keyword-tool\">AdWords Keyword Tool<\/a>, <a href=\"\/blog\/tag\/authorrank\">AuthorRank<\/a>, <a href=\"\/blog\/tag\/google\">Google<\/a>, <a href=\"\/blog\/tag\/google-analytics\">Google Analytics<\/a>, <a href=\"\/blog\/tag\/google-trends\">Google Trends<\/a>, <a href=\"\/blog\/tag\/lead-generation\">lead generation<\/a>, <a href=\"\/blog\/tag\/meta-descriptions\">meta descriptions<\/a>, <a href=\"\/blog\/tag\/meta-titles\">meta titles<\/a>, <a href=\"\/blog\/tag\/metadata\">metadata<\/a>, <a href=\"\/blog\/tag\/responsive-website-development\">responsive website development<\/a>, <a href=\"\/blog\/tag\/responsive-websites\">responsive websites<\/a>, <a href=\"\/blog\/tag\/search-engine-optimization\">search engine optimization<\/a>, <a href=\"\/blog\/tag\/seo\">SEO<\/a>, <a href=\"\/blog\/tag\/traffic\">traffic<\/a>, <a href=\"\/blog\/tag\/website-design-strategy\">website design strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"613","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"613","catid":"17","category":"Website","slug":"website"}],"categories":["12","17"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"575","title":"Boost Your Potential On LinkedIn","dateadded":"2013-02-13 11:00:15","article":"You already know that <a href=\"http:\/\/www.linkedin.com\/\">LinkedIn<\/a> is the first place where your prospect, client, or future employer is going to find you and learn about you. With <a href=\"http:\/\/www.linkedin.com\/200million\"><strong>more than 200 million users<\/strong><\/a>, LinkedIn has grown to be the most popular social network for professionals and one of the top social networks overall. A recent research study by <a title=\"Internet and American Life Project\" href=\"http:\/\/www.pewinternet.org\/\">Pew Research Center's Internet &amp; American Life Project<\/a> stated that the&nbsp;<strong>35% of the professionals on LinkedIn represent the highest household income &nbsp;and best education levels<\/strong>.\n\nAre you using this hugely powerful tool to its fullest potential?\n<h2>Get your Personal Profile FIT for the Network<!--more--><\/h2>\n<b>#1 Get 100% complete - <\/b>You may start with your resume but write colloquially. Customize your URL, add your summary, work experience, specialties, and languages. Include up to 3 links to your website, blogs, or other social media pages using an appealing and relevant custom anchor text changing the standard \"My Website\" into something like \"XYZ Marketing Blog\" or \"XYZ Website\". Make it happen. Today.\n\n<b>#2 Get Found <\/b>- Optimize your profile to get found by people searching for keywords which you want to be associated with. Add these keywords to various sections of your profile such as your headline, your summary and your specialties. <a href=\"http:\/\/www.linkedin.com\/skills\/\" target=\"_blank\">Search LinkedIn's \"Skills\" trends for keywords to add to your profile.<\/a>\n\n<b>#3 Get endorsed <\/b>- Starting last September, LinkedIn allows and encourages users to recommend their connections for skills they've listed in the Skills &amp; Expertise section of their profile. It's \u2018just a click' on a plus sign, but it will give a credibility boost to your peers' profile. Endorsements are a powerful word-of-mouth marketing tool. Make sure you list everything you want people to endorse you for. Don't forget to write recommendations for people you appreciate.\n\n<a title=\"Marketing Strategy LinkedIn\" href=\"http:\/\/www.linkedin.com\/in\/michelleleblanc\" target=\"_blank\"><img class=\"alignnone size-large wp-image-598\" alt=\"MichelleLeBlanc_skills\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/02\/michelleleblanc_skills1.png?w=640\" width=\"640\" height=\"388\" \/><\/a>\n\n<b>#4 Grow your network - <\/b>Make a second resolution for 2013: every business card you collect will go in your contact list on LinkedIn. Upload every contact list you may have, be it coming from your computer, Gmail or Outlook. <a href=\"http:\/\/www.linkedin.com\/companies\">Follow companies of interest<\/a>&nbsp;and connect with people you meet to have a better idea of who they are and what they do.\n\n<b>#5 Be Savvy on Groups <\/b>- <a href=\"http:\/\/www.linkedin.com\/search-fe\/group_search\">Join groups<\/a> you're interested in (you have more than 1 million to choose from) and spend time reading, commenting and assisting. Start discussions, share articles, stay proactive.\n<h2>Make the Most of your LinkedIn Company Page<\/h2>\n<b>#1 Go with a great layout - <\/b><a href=\"http:\/\/www.slideshare.net\/linkedin\/linkedin-products-class-of-2012\">You've already realized that LinkedIn is much more visual with all the new updates.<\/a>&nbsp; The best LinkedIn company pages have cover images with a brand-inspired creative twist. Your company's \"About Us\" section has been moved down to the bottom, and you'll need to engage your user before scrolling down. The user will then see your employees on the right, your products and services and your recent updates. Be prepared.\n\n<b>#2 Products and Services - <\/b>Add all your Products &amp; Services and get interactive by adding a video to your company profile. You can even add a clip to any product or service you've already listed. With the last update, this section is now much more visible on your homepage (sidebar on the right).\n\n<a title=\"Marketing Strategy on LinkedIn\" href=\"http:\/\/www.linkedin.com\/company\/blue-sky-marketing_2\" target=\"_blank\"><img class=\"alignnone size-large wp-image-599\" alt=\"BlueSkyMarketing_LinkedInPage\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/02\/blueskymarketing_linkedinpage.png?w=640\" width=\"640\" height=\"397\" \/><\/a>\n\n<b>#3 SEO your Company Page - <\/b>The same goes as with your personal profile. Make extensive use of keywords in all sections and check back frequently for your ranking on your key products and services. If someone out there is looking for you, you want them to find you.\n\n<b>#4 Collect Recommendations - <\/b>Did you know that users can leave a recommendation for anything you feature in the Products &amp; Services tab? Make sure that all your products and services are looking good and start getting recommended! User-generated review are gold and you don't want to miss them.\n\n<b>#5 Target your audience and keep them entertained - <\/b>You can <a href=\"http:\/\/www.youtube.com\/watch?v=4NqapW7FE6I\">target your follower audience<\/a> by employee or non-employee, company size, industry, function, seniority, or geography. Use this tool to feature interesting and focused updates. This will give users more reasons to follow your Company page and grow its reach.\n\n<b><i>What other smart tricks do you use to boost your potential on LinkedIn?&nbsp;<\/i><\/b><b><i>Share them and stay tuned to get more!&nbsp;<\/i><\/b>\n\n<em>These notes come from the AMA Event <a href=\"http:\/\/blueskymarketing.wordpress.com\/2013\/01\/10\/blue-sky-marketing-to-lead-ama-houston-event-building-your-presence-on-linkedin\/#more-544\">\"Building Your Presence on LinkedIn\"<\/a>&nbsp;presented by Michelle LeBlanc of Blue Sky Marketing.&nbsp;<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2013\/02\/01-24-13-blue-sky-marketing-linkedin-network-ppt.pdf\">PDF is available here<\/a>. If you are looking for a partner in <a title=\"Online marketing strategy Houston, Texas\" href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">online marketing strategy<\/a> and <a title=\"Online Strategy for Business Development\" href=\"http:\/\/www.blueskymkt.com\/marketing_strategy\" target=\"_blank\">LinkedIn for business development<\/a>, contact us to see how we can help.<\/em>","date_modified":"2013-02-13 11:00:15","createdby":"21","modifiedby":null,"newsdate":"2013-02-13 11:00:15","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"boost-your-potential-on-linkedin","author":null,"thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/boost-your-potential-on-linkedin","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"575","tagid":"98","tag":"LinkedIn","slug":"linkedin"},{"newsid":"575","tagid":"99","tag":"LinkedIn Company Page","slug":"linkedin-company-page"},{"newsid":"575","tagid":"100","tag":"LinkedIn Endorsements","slug":"linkedin-endorsements"},{"newsid":"575","tagid":"101","tag":"LinkedIn marketing","slug":"linkedin-marketing"},{"newsid":"575","tagid":"102","tag":"LinkedIn profile optimization","slug":"linkedin-profile-optimization"},{"newsid":"575","tagid":"103","tag":"LinkedIn tips","slug":"linkedin-tips"},{"newsid":"575","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"},{"newsid":"575","tagid":"130","tag":"new LinkedIn features","slug":"new-linkedin-features"},{"newsid":"575","tagid":"161","tag":"SEO strategy","slug":"seo-strategy"},{"newsid":"575","tagid":"163","tag":"social media marketing","slug":"social-media-marketing"}],"tags":["98","99","100","101","102","103","117","130","161","163"],"taglinks":"<a href=\"\/blog\/tag\/linkedin\">LinkedIn<\/a>, <a href=\"\/blog\/tag\/linkedin-company-page\">LinkedIn Company Page<\/a>, <a href=\"\/blog\/tag\/linkedin-endorsements\">LinkedIn Endorsements<\/a>, <a href=\"\/blog\/tag\/linkedin-marketing\">LinkedIn marketing<\/a>, <a href=\"\/blog\/tag\/linkedin-profile-optimization\">LinkedIn profile optimization<\/a>, <a href=\"\/blog\/tag\/linkedin-tips\">LinkedIn tips<\/a>, <a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>, <a href=\"\/blog\/tag\/new-linkedin-features\">new LinkedIn features<\/a>, <a href=\"\/blog\/tag\/seo-strategy\">SEO strategy<\/a>, <a href=\"\/blog\/tag\/social-media-marketing\">social media marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"575","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"575","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"575","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"575","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["4","9","12","14"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"566","title":"B2B Video Marketing Strategy","dateadded":"2013-02-08 07:54:23","article":"Michelle LeBlanc of Blue Sky Marketing will be moderating the upcoming AMA Houston event titled \"<a title=\"AMA Houston Event on Online Video\" href=\"http:\/\/amahouston.net\/events\/b2b-marketing-sig-integrating-online-videos-what-are-you-waiting-for\/\">Integrating Online Videos: What are you Waiting For<\/a>?\" on February 22.\n\n<strong>Let's talk Video Marketing Strategy.&nbsp;<\/strong>\n\n<strong>Placing Video into Overall Strategy<\/strong>. The best place to start your video marketing strategy is to review your company's overall corporate strategy, core competencies, marketplace differentiators and competitive advantages. From this understanding, you can identify a video editorial calendar. Although your video(s) may not include all of your company's differentiators and advantages, it's important that the videos stay true to your brand and consistent with your other messaging.\n\n<strong>Be specific to your Target Market(s)<\/strong>. B2B videos centered around a single solution to a specific customer problem are more effective at driving conversions. So, if your company has multiple products or services, you will be creating multiple versions of a video. If your budget only allows for one video this quarter, &nbsp;select the one with the biggest impact to your&nbsp;business&nbsp; &nbsp;Keep in mind that video production has economies of scale in the physical shooting, you may want to shoot multiple while you have the crew together then proceed with actual edits on additional videos as your budget allows.\n\n<strong>Keep your message clear<\/strong>. &nbsp;Clear and concise messaging will always yield a superior marketing result than using a general message to all your potential customers. Don't muddy the waters with industry jargon. And, don't forget a clear call to action. How many times have you watched a video that dissolved to completion with NO call to action? Don't be that video online.\n\n<strong>Metrics<\/strong>. Before moving forward with the campaign planning process is to establish the overall goals and specific success metrics for the campaign. Knowing the ROI and conversion goals for the project will help you determine success and help set performance baselines for future A\/B testing.\n\nOnce you've gone through these steps, establishing your video marketing campaign becomes much easier. If you are looking for marketing support on video production or online video marketing, please contact <a title=\"Blue Sky Marketing, Houston, Texas\" href=\"http:\/\/www.blueskymkt.com\" target=\"_blank\">Blue Sky Marketing<\/a>, our Houston based marketing strategy and&nbsp;implementation&nbsp;team is always happy to work with new clients - big or small.\n\n<a title=\"Blue Sky Marketing on YouTube\" href=\"http:\/\/www.youtube.com\/blueskymkt\" target=\"_blank\">Blue Sky Marketing YouTube<\/a>&nbsp; &nbsp;&nbsp;<a title=\"Blue Sky Marketing, Houston, Texas\" href=\"http:\/\/www.blueskymkt.com\" target=\"_blank\">Blue Sky Marketing Website<\/a>&nbsp; &nbsp;&nbsp;<a title=\"Email Michelle LeBlanc at Blue Sky Marketing\" href=\"mailto:michelle@bleskymkt.com\" target=\"_blank\">Blue Sky Marketing Email<\/a>","date_modified":"2013-02-08 07:54:23","createdby":"12","modifiedby":null,"newsdate":"2013-02-08 07:54:23","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"b2b-video-marketing-strategy","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/b2b-video-marketing-strategy","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"566","tagid":"24","tag":"ama houston","slug":"ama-houston"},{"newsid":"566","tagid":"141","tag":"online video marketing","slug":"online-video-marketing"}],"tags":["24","141"],"taglinks":"<a href=\"\/blog\/tag\/ama-houston\">ama houston<\/a>, <a href=\"\/blog\/tag\/online-video-marketing\">online video marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"566","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"566","catid":"16","category":"Video","slug":"video"}],"categories":["12","16"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/video\">Video<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"562","title":"Online Video SEO ~ Best Practices for YouTube","dateadded":"2013-02-05 07:35:58","article":"Properly optimizing your videos on your YouTube channel can greatly increase the chances of them showing up in organic Google search results ~ which is the \"holy grail\" for &nbsp;most marketers. However, it's important to remember that Google is typically driving video based search results to YouTube.com instead of corporate websites or landing pages. This means that your channel needs to reflect your brand.\n\nBelow are some specific steps corporate marketers can take to optimize their videos on YouTube.com.\n<ol>\n\t<li><strong>Complete Your YouTube Profile<\/strong>. &nbsp;Include your company's URL in the YouTube profile section. Also add all of your social media links for your corporate blog, twitter handle, Facebook page, etc. in the \"About Me\" section.<\/li>\n\t<li><strong>Video Title<\/strong>.&nbsp;Include target SEO keywords in the title of your video. Be as descriptive as possible with the text in the title. Title the video, \"Virtual Tour of New Home in Houston, Texas\" not \"virtual tour #2\".<\/li>\n\t<li><strong>Description<\/strong>. &nbsp;Only the first 27 characters show up.&nbsp;Think carefully about those first 27 words and what you want to display. As you get past the 27 character mark, use very descriptive language of the video (using your keywords). The description area is another place to include links to your corporate website, blog, Twitter account.<\/li>\n\t<li><strong>Category<\/strong>. &nbsp;Choose a category that best fits your corporate video. The number and type of categories options is limited by YouTube. If you have trouble choosing a category that's a fit consider selecting categories that your competitors or partners are using for their videos on YouTube.<\/li>\n\t<li><strong>Video Thumbnail<\/strong>. &nbsp;Most YouTube users are limited to choosing one of three video thumbnail images. Choose the best-looking thumbnail available and preferably one that includes your corporate logo.<\/li>\n\t<li><strong>Tags<\/strong>. &nbsp;Tags are very important for YouTube in classifying your video which is what gets your video found in search results. Use at least 10 descriptive tags per video. Multi-word tags should be entered as one word tags (i.e. new home = newhome).&nbsp; Be sure to mirror the tags with the word order in the video title. Tags are also the driver for the related video suggestions on YouTube.<\/li>\n\t<li><strong>Tagging Locations<\/strong>. &nbsp;Once your corporate video is uploaded to YouTube tag its location. Remember YouTube is owned by Google and closely aligned, once you tag your location, your company's videos can then be included in Google Maps and Google Paces or on Google Earth searches.<\/li>\n\t<li><strong>Captions &amp; Subtitles<\/strong>.&nbsp;Upload closed caption text and subtitles to your corporate videos on YouTube since the text is crawled. The auto transcription provided by YouTube is fairly inaccurate (but can prove quite humorous on a boring day). Create your own transcript in a TXT file and upload. The text of the captions doesn't have to match the video word for word. When creating the transcript, remove pronouns and replace with your company or product name for SEO effect.<\/li>\n\t<li><strong>Subscribers \/ Community<\/strong>. &nbsp;YouTube is like a high school, the more popular you are, the easier it is to get attention.&nbsp;Ask for community comments and \"thumbs ups\" approval when posting to internal groups or on your corporate website, this will help your video's search rankings on YouTube.<\/li>\n<\/ol>\nIf most of this seemed confusing, please give us a <a href=\"tel:7138180070\">call<\/a>&nbsp;or send us an <a href=\"mailto:michelle@blueksymkt.com\">email<\/a>. The Blue Sky Marketing implementation team can help you configure and manage your YouTube channel. We will be happy to coach your internal team or execute it for you.\n\n<a title=\"Blue Sky Marketing, Houston on YouTube\" href=\"http:\/\/www.youtube.com\/blueskymkt\">Blue Sky Marketing on YouTube<\/a>\n\nBlue Sky Marketing Client Channels: &nbsp;<a title=\"Sienna Plantation on YouTube\" href=\"www.youtube.com\/siennaplantation\">Sienna Plantation<\/a>, <a title=\"Cross Creek Ranch on YouTube\" href=\"www.youtube.com\/crosscreekranchtexas\">Cross Creek Ranch<\/a>","date_modified":"2013-02-05 07:35:58","createdby":"12","modifiedby":null,"newsdate":"2013-02-05 07:35:58","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"online-video-seo-best-practices-for-youtube","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/online-video-seo-best-practices-for-youtube","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"562","tagid":"140","tag":"online video","slug":"online-video"},{"newsid":"562","tagid":"184","tag":"YouTube","slug":"youtube"}],"tags":["140","184"],"taglinks":"<a href=\"\/blog\/tag\/online-video\">online video<\/a>, <a href=\"\/blog\/tag\/youtube\">YouTube<\/a>"},"categoryinfo":{"info":[{"newsid":"562","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"562","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"562","catid":"16","category":"Video","slug":"video"}],"categories":["12","14","16"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/video\">Video<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"549","title":"Pros and Cons of Responsive Website Development: An Interesting Insight","dateadded":"2013-01-29 12:14:41","article":"Mobile traffic to websites will catch up to desktop usage by 2015 in the U.S. and&nbsp;savvy&nbsp;companies are seeking new ways to deliver a mobile-friendly experience for their users. <em>Responsive Web Development<\/em>, as an alternative to developing a separate mobile website, enables your website to adapt to any screen and platform and do so accordingly for optimal viewing.\n\nBenefits are self-evident. You build a website once, and it works seamlessly across thousands of different screens. Responsive Web Development is also <strong>an excellent online marketing tool<\/strong>: having only one URL benefits your SEO results and helps keep your image always consistent. Challenges, however, arise when you need extensive site customization, or if you have a lot of content to deliver. These cons are especially evident on smartphones.\n<h2>Here's a couple of pros and cons to keep in mind if you're considering a shift to responsive:<\/h2>\n<!--more-->\n<ol>\n\t<li>Better usability - With responsive websites adjusting to any device, <b>user experience improves<\/b> dramatically. Page loading is minimized, re-sizing and re-orienting is provided to avoid side-by-side scrolling, zooming and pinching.<\/li>\n\t<li>Good for SEO -&nbsp;Responsive design also means&nbsp;<b>one URL<\/b>; and it is recommended&nbsp; by Google as a great tool for search engine optimization. Not bad.<\/li>\n\t<li>Easy to Update - Obviously one website to build and maintain is less expensive than two. And it's <b>one database of content<\/b>, which makes site management and updates much easier and less time consuming.<\/li>\n\t<li>Accessibility&nbsp;- The mobile world works on the idea that the information you need is just <b>a finger tap away<\/b>. Your customer must find what he or she is looking for and find it quickly. Tip: If you need to deliver complex functions, you should go for an app or a mobile website. Java, PHP and complex languages are still slow on responsive mode.<\/li>\n\t<li>Content availability - All pages are available on every device and you stay <b>consistent and credible<\/b>. Fluid and flexible grids and images are working together so that your website looks great anywhere.<\/li>\n\t<li>Design complexity - Responsive website development needs big HTML work, extra care on running scripts, images, and CSS, i.e.&nbsp; <b>investment<\/b> on experienced programmers.<\/li>\n<\/ol>\n<h3><strong>Do you want to see this in action? <\/strong><\/h3>\nSee these inspiring examples implemented by <a href=\"http:\/\/bostonglobe.com\">The Boston Globe<\/a>, <a href=\"http:\/\/disney.com\">Disney<\/a>, <a href=\"http:\/\/www.starbucks.com\">Starbucks<\/a> and <a href=\"http:\/\/www.harvard.edu\">Harvard University<\/a>.\n\nRead more here: <a href=\"http:\/\/www.mobilecommercedaily.com\/the-pros-and-cons-of-responsive-web-design\">http:\/\/www.mobilecommercedaily.com\/the-pros-and-cons-of-responsive-web-design<\/a>","date_modified":"2013-01-29 12:14:41","createdby":"21","modifiedby":null,"newsdate":"2013-01-29 12:14:41","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"pros-and-cons-of-responsive-website-development-an-interesting-insight","author":null,"thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/pros-and-cons-of-responsive-website-development-an-interesting-insight","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"549","tagid":"52","tag":"CSS3","slug":"css3"},{"newsid":"549","tagid":"65","tag":"flexible images","slug":"flexible-images"},{"newsid":"549","tagid":"66","tag":"fluid grids","slug":"fluid-grids"},{"newsid":"549","tagid":"113","tag":"mdot","slug":"mdot"},{"newsid":"549","tagid":"120","tag":"mobile navigation","slug":"mobile-navigation"},{"newsid":"549","tagid":"121","tag":"mobile websites","slug":"mobile-websites"},{"newsid":"549","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"549","tagid":"151","tag":"responsive website development","slug":"responsive-website-development"},{"newsid":"549","tagid":"152","tag":"responsive websites","slug":"responsive-websites"},{"newsid":"549","tagid":"155","tag":"RWD","slug":"rwd"},{"newsid":"549","tagid":"160","tag":"SEO","slug":"seo"},{"newsid":"549","tagid":"161","tag":"SEO strategy","slug":"seo-strategy"},{"newsid":"549","tagid":"179","tag":"website development","slug":"website-development"}],"tags":["52","65","66","113","120","121","132","151","152","155","160","161","179"],"taglinks":"<a href=\"\/blog\/tag\/css3\">CSS3<\/a>, <a href=\"\/blog\/tag\/flexible-images\">flexible images<\/a>, <a href=\"\/blog\/tag\/fluid-grids\">fluid grids<\/a>, <a href=\"\/blog\/tag\/mdot\">mdot<\/a>, <a href=\"\/blog\/tag\/mobile-navigation\">mobile navigation<\/a>, <a href=\"\/blog\/tag\/mobile-websites\">mobile websites<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/responsive-website-development\">responsive website development<\/a>, <a href=\"\/blog\/tag\/responsive-websites\">responsive websites<\/a>, <a href=\"\/blog\/tag\/rwd\">RWD<\/a>, <a href=\"\/blog\/tag\/seo\">SEO<\/a>, <a href=\"\/blog\/tag\/seo-strategy\">SEO strategy<\/a>, <a href=\"\/blog\/tag\/website-development\">website development<\/a>"},"categoryinfo":{"info":[{"newsid":"549","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"549","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"549","catid":"17","category":"Website","slug":"website"}],"categories":["9","12","17"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"515","title":"What Clients Are Saying: Client Testimonial Video on Brand Strategy","dateadded":"2013-01-15 14:04:59","article":"<h2>Keith Wright, Partner, SABER Risk Solutions<\/h2>\n[youtube http:\/\/youtu.be\/U_nHiw80hsQ]\n\n\"Michelle's help started with evaluating where we were, and she really talked with us about what our intentions were. Both my partner, Roy Collins, and I were amazed at how quickly she got up to speed to our industry, to what we do and where we were in that industry. She impressed us immensely there. What she brought to us really was kind of the vision and really redid our entire color scheme, redid the graphics that we utilized to convey quickly what we do and so she tied the color scheme, the <a title=\"Marketing Strategy\" href=\"http:\/\/www.blueskymkt.com\/marketing_strategy\" target=\"_blank\">marketing plan<\/a>, the <a title=\"Online Marketing Houston\" href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">internet presence<\/a> and the website to a strategy. The other thing she did, very effectively, was manage those resources that were charged with building the website, making it do what it needs to do and also making sure that the text on the website and the graphics were just right, and that also was super-efficient with Michelle. She managed those resources and it just worked. Actually, it worked ahead of schedule. Talk to Blue Sky Marketing, Michelle LeBlanc!\" &mdash; Keith Wright","date_modified":"2013-01-15 14:04:59","createdby":"13","modifiedby":null,"newsdate":"2013-01-15 14:04:59","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"what-clients-are-saying-client-testimonial-vido-on-brand-strategy","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/what-clients-are-saying-client-testimonial-vido-on-brand-strategy","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"515","tagid":"36","tag":"Brand","slug":"brand"},{"newsid":"515","tagid":"37","tag":"branding","slug":"branding"},{"newsid":"515","tagid":"43","tag":"client testimonial video","slug":"client-testimonial-video"},{"newsid":"515","tagid":"110","tag":"marketing strategy","slug":"marketing-strategy"},{"newsid":"515","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"515","tagid":"135","tag":"online marketing for businesses","slug":"online-marketing-for-businesses"},{"newsid":"515","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"515","tagid":"168","tag":"testimonial videos","slug":"testimonial-videos"},{"newsid":"515","tagid":"177","tag":"website","slug":"website"},{"newsid":"515","tagid":"180","tag":"website launch","slug":"website-launch"}],"tags":["36","37","43","110","132","135","138","168","177","180"],"taglinks":"<a href=\"\/blog\/tag\/brand\">Brand<\/a>, <a href=\"\/blog\/tag\/branding\">branding<\/a>, <a href=\"\/blog\/tag\/client-testimonial-video\">client testimonial video<\/a>, <a href=\"\/blog\/tag\/marketing-strategy\">marketing strategy<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing-for-businesses\">online marketing for businesses<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/testimonial-videos\">testimonial videos<\/a>, <a href=\"\/blog\/tag\/website\">website<\/a>, <a href=\"\/blog\/tag\/website-launch\">website launch<\/a>"},"categoryinfo":{"info":[{"newsid":"515","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"515","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"515","catid":"17","category":"Website","slug":"website"}],"categories":["9","12","17"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"544","title":"Blue Sky Marketing to Lead AMA Houston Event: Building Your Presence on LinkedIn","dateadded":"2013-01-10 12:40:57","article":"<h2>New Year Networking Kick-Off<\/h2>\nStart off 2013 with a networking bang to kickstart your new business initiatives. In this short session (30 minutes), Michelle LeBlanc of <a title=\"Blue Sky Marketing Houston\" href=\"http:\/\/www.blueskymkt.com\/index.html\" target=\"_blank\">Blue Sky Marketing<\/a> will present best practices for using LinkedIn to grow your network and to make it work for you and your company.\n\nFollowing that 30-minute presentation, we will do a \"speed networking line-up\" where each person has 30 seconds to introduce themselves to a person. Every thirty seconds, the whistle will blow and you move down the line to the next person collecting business cards to grow your LinkedIn presence.\n<h3>Attendees can expect to:<!--more--><\/h3>\n<ol>\n\t<li>Make a personal connection with 30 other marketers during the \"speed networking\" portion<\/li>\n\t<li>Learn how to Optimize your LinkedIn Personal profile<\/li>\n\t<li>Learn how to make \"Endorsement\" easy<\/li>\n<\/ol>\n<strong>Members-Only Event - make sure your membership is active!<\/strong>\n\nThursday, January 24, 2013, 5:00p.m. to 7:30p.m.\n<ul>\n\t<li>5:00-5:30: Networking and hors d'voures and beer and wine<\/li>\n\t<li>5:30-6:45: Michelle LeBlanc Presentation, followed by Speed Networking<\/li>\n\t<li>6:45-7:30: Socializing and Dessert<\/li>\n<\/ul>\n<h3><a title=\"AMA Houston Members Only Event - Blue Sky Marketing on LinkedIn\" href=\"http:\/\/amahouston.net\/events\/members-only-event-building-your-presence-on-linkedin-for-your-and-your-company\/\" target=\"_blank\">For More Details and to Register, Click Here.<\/a><\/h3>\n<h3>Directions to Frank White Studio<\/h3>\nFrank White Studio is in the studio \/ warehouse row at the north end of downtown just off the I-10 feeder Road. <em><strong>You want these directions as online maps are unreliable for this locale.<\/strong><\/em>\n\n<strong>From I-10 West<\/strong>\nTake Nance St \/ McNee Street exit.\nGo to second stop sign (Hardy Street), turn left to cross over I-10.\nMake left at stop sign and stay on feeder road (do not re-enter I-10).\nDriveway for 1109 will be the third RIGHT (Chapman St, Walnut St, the studio drive).&nbsp;<a href=\"http:\/\/g.co\/maps\/nr4k2\" target=\"_blank\" rel=\"nofollow nofollow\">http:\/\/g.co\/maps\/nr4k2<\/a>\n\n<strong>From I-10 East<\/strong>\nTake San Jacinto \/ Main Street Exit.\nDriveway for 1099 will be your first RIGHT.\nIf you miss it, turn into Vine Street and make the large block to Jackson Street after passing the UofH Downtown Shea Building.","date_modified":"2013-01-10 12:40:57","createdby":"13","modifiedby":null,"newsdate":"2013-01-10 12:40:57","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"blue-sky-marketing-to-lead-ama-houston-event-building-your-presence-on-linkedin","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/blue-sky-marketing-to-lead-ama-houston-event-building-your-presence-on-linkedin","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"544","tagid":"24","tag":"ama houston","slug":"ama-houston"},{"newsid":"544","tagid":"26","tag":"American Marketing Association","slug":"american-marketing-association"},{"newsid":"544","tagid":"86","tag":"Houston social media","slug":"houston-social-media"},{"newsid":"544","tagid":"98","tag":"LinkedIn","slug":"linkedin"},{"newsid":"544","tagid":"101","tag":"LinkedIn marketing","slug":"linkedin-marketing"},{"newsid":"544","tagid":"102","tag":"LinkedIn profile optimization","slug":"linkedin-profile-optimization"},{"newsid":"544","tagid":"103","tag":"LinkedIn tips","slug":"linkedin-tips"},{"newsid":"544","tagid":"128","tag":"networking houston","slug":"networking-houston"},{"newsid":"544","tagid":"130","tag":"new LinkedIn features","slug":"new-linkedin-features"},{"newsid":"544","tagid":"162","tag":"social media","slug":"social-media"},{"newsid":"544","tagid":"163","tag":"social media marketing","slug":"social-media-marketing"}],"tags":["24","26","86","98","101","102","103","128","130","162","163"],"taglinks":"<a href=\"\/blog\/tag\/ama-houston\">ama houston<\/a>, <a href=\"\/blog\/tag\/american-marketing-association\">American Marketing Association<\/a>, <a href=\"\/blog\/tag\/houston-social-media\">Houston social media<\/a>, <a href=\"\/blog\/tag\/linkedin\">LinkedIn<\/a>, <a href=\"\/blog\/tag\/linkedin-marketing\">LinkedIn marketing<\/a>, <a href=\"\/blog\/tag\/linkedin-profile-optimization\">LinkedIn profile optimization<\/a>, <a href=\"\/blog\/tag\/linkedin-tips\">LinkedIn tips<\/a>, <a href=\"\/blog\/tag\/networking-houston\">networking houston<\/a>, <a href=\"\/blog\/tag\/new-linkedin-features\">new LinkedIn features<\/a>, <a href=\"\/blog\/tag\/social-media\">social media<\/a>, <a href=\"\/blog\/tag\/social-media-marketing\">social media marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"544","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"544","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["12","14"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"532","title":"Blue Sky Marketing Was Nominated for AMA Houston Marketer of the Year","dateadded":"2013-01-08 08:09:20","article":"Blue Sky Marketing is pleased to announce that we have been nominated in Marketing Services for the 2012 AMA Houston Marketer of the Year. If you are a member of the AMA Houston chapter, you can still vote here:&nbsp;<a title=\"AMA Houston 2012 Marketer of the Year\" href=\"http:\/\/www.surveymonkey.com\/s\/Z5YX7RV\">http:\/\/www.surveymonkey.com\/s\/Z5YX7RV<\/a>\n<h3>Take Our Poll on LinkedIn<\/h3>\nWe are polling Houston marketers on their participation in MOTY. <a title=\"AMA Houston Marketer of the Year LinkedIn Poll\" href=\"http:\/\/linkd.in\/VMuQrZ\" target=\"_blank\">Share if you have submitted your ballot!<\/a>","date_modified":"2013-01-08 08:09:20","createdby":"13","modifiedby":null,"newsdate":"2013-01-08 08:09:20","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"blue-sky-marketing-was-nominated-for-ama-houston-marketer-of-the-year","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/blue-sky-marketing-was-nominated-for-ama-houston-marketer-of-the-year","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"532","tagid":"24","tag":"ama houston","slug":"ama-houston"},{"newsid":"532","tagid":"26","tag":"American Marketing Association","slug":"american-marketing-association"},{"newsid":"532","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"532","tagid":"35","tag":"Blue SKy Marketing Houston","slug":"blue-sky-marketing-houston"},{"newsid":"532","tagid":"85","tag":"houston marketing","slug":"houston-marketing"},{"newsid":"532","tagid":"105","tag":"marketing","slug":"marketing"},{"newsid":"532","tagid":"106","tag":"Marketing and Advertising","slug":"marketing-and-advertising"}],"tags":["24","26","34","35","85","105","106"],"taglinks":"<a href=\"\/blog\/tag\/ama-houston\">ama houston<\/a>, <a href=\"\/blog\/tag\/american-marketing-association\">American Marketing Association<\/a>, <a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/blue-sky-marketing-houston\">Blue SKy Marketing Houston<\/a>, <a href=\"\/blog\/tag\/houston-marketing\">houston marketing<\/a>, <a href=\"\/blog\/tag\/marketing\">marketing<\/a>, <a href=\"\/blog\/tag\/marketing-and-advertising\">Marketing and Advertising<\/a>"},"categoryinfo":{"info":[{"newsid":"532","catid":"7","category":"Houston","slug":"houston"},{"newsid":"532","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["7","9"],"categorylinks":"<a href=\"\/blog\/category\/houston\">Houston<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"520","title":"2-9s for K9s Golf Tournament","dateadded":"2013-01-04 05:27:51","article":"Michelle LeBlanc of Blue Sky Marketing serves on the board for <a title=\"K9s4COPS\" href=\"http:\/\/k9s4cops.org\/\" target=\"_blank\">K9s4COPS<\/a>. <b>K9s4COPs&nbsp;places exceptionally trained K9s with law enforcement agencies<\/b>&nbsp;through a simple application process. &nbsp;The organization believes that a lack of funds should not be the obstacle to safer schools, streets and ports; K9s are the added protection the officers on the front lines need.\n\nK9s4COPS is hosting their inaugural golf tournament on May 13, 2013 at the Redstone Tournament Course -- this exclusive course is home to the Shell Houston Open -- play where the pros play just six weeks later!\n\nTo register, download the <a href=\"http:\/\/blueskymarketing.wordpress.com\/2013\/01\/04\/2-9s-for-k924copss-golf-tournament\/2-9s-for-k9s-golf-tournament-packet\/\" rel=\"attachment wp-att-521\">2-9s for K9s Golf Tournament Packet<\/a>.","date_modified":"2013-01-04 05:27:51","createdby":"12","modifiedby":null,"newsdate":"2013-01-04 05:27:51","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"2-9s-for-k9s-4-cops-golf-tournament","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/2-9s-for-k9s-4-cops-golf-tournament","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"520","tagid":"71","tag":"golf tournament","slug":"golf-tournament"},{"newsid":"520","tagid":"92","tag":"K9s4COPS","slug":"k9s4cops"}],"tags":["71","92"],"taglinks":"<a href=\"\/blog\/tag\/golf-tournament\">golf tournament<\/a>, <a href=\"\/blog\/tag\/k9s4cops\">K9s4COPS<\/a>"},"categoryinfo":{"info":[{"newsid":"520","catid":"7","category":"Houston","slug":"houston"}],"categories":["7"],"categorylinks":"<a href=\"\/blog\/category\/houston\">Houston<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"508","title":"Client Testimonial Video: Wendy Burke Talks About Blue Sky Marketing","dateadded":"2012-12-18 15:06:41","article":"<h2>Wendy Burke, Director of Business Development, Hoar Construction<\/h2>\n[youtube http:\/\/www.youtube.com\/watch?v=RMguYvJFsFg?rel=0]\n\n\"Blue Sky Marketing is knowledgeable, strategic, broad-based, intelligent, fun. Blue Sky Marketing is I think particularly adept at Social Media, <a title=\"Online Marketing Strategy Houston\" href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">online marketing<\/a>, understanding that whole digital world that's changing at the speed of light all the time. I think Michelle and Blue Sky are leaders in this space and understand it well enough to give their clients really good advice about it. It's astonishing to me when I walk into a room full of marketers, like an American Marketing Association meeting with Michelle how many people know her, how many people know Blue Sky, how well she is respected, how well she is regarded in the community. I think Michelle is one of the most talented brand strategists I've ever worked with, and I have been doing professional services marketing and sales for 17 years.\" &mdash; Wendy Burke","date_modified":"2012-12-18 15:06:41","createdby":"13","modifiedby":null,"newsdate":"2012-12-18 15:06:41","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"508","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/508","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"508","tagid":"35","tag":"Blue SKy Marketing Houston","slug":"blue-sky-marketing-houston"},{"newsid":"508","tagid":"110","tag":"marketing strategy","slug":"marketing-strategy"},{"newsid":"508","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"508","tagid":"136","tag":"online marketing implementation","slug":"online-marketing-implementation"},{"newsid":"508","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"508","tagid":"163","tag":"social media marketing","slug":"social-media-marketing"}],"tags":["35","110","132","136","138","163"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing-houston\">Blue SKy Marketing Houston<\/a>, <a href=\"\/blog\/tag\/marketing-strategy\">marketing strategy<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing-implementation\">online marketing implementation<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/social-media-marketing\">social media marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"508","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"508","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"508","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"508","catid":"16","category":"Video","slug":"video"}],"categories":["9","12","14","16"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/video\">Video<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"504","title":"What Our Clients Are Saying: Blue Sky Marketing Client Testimonial Video","dateadded":"2012-12-10 11:05:15","article":"<h2>Jessica Henry, Director of Sales &amp; Marketing, Hotel Derek<\/h2>\n[youtube http:\/\/www.youtube.com\/watch?v=RGz5oyPa_Pw?rel=0]\n\n\"That's where Blue Sky Marketing and Michelle LeBlanc excel. Michelle and Blue Sky always tend to be one step ahead of the rest of the marketing and advertising firms in the city. Michelle is an expert in <a title=\"Online Marketing\" href=\"http:\/\/www.blueskymkt.com\/online_marketing\" target=\"_blank\">online marketing<\/a>. As quickly as social media is always changing, Blue Sky is always way ahead of the curve. Michelle and Blue Sky are always able to establish your ROI, everything is measured very carefully so you know what you're spending and what you're getting back for it. If you're looking for a PR\/Marketing firm who can give you the time and attention that you need, deliverables on time, I highly recommend Blue Sky Marketing. I plan to take them with me wherever I go.\" &mdash; Jessica Henry","date_modified":"2012-12-10 11:05:15","createdby":"13","modifiedby":null,"newsdate":"2012-12-10 11:05:15","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"what-our-clients-are-saying-blue-sky-marketing-client-testimonial-video","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/what-our-clients-are-saying-blue-sky-marketing-client-testimonial-video","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"504","tagid":"35","tag":"Blue SKy Marketing Houston","slug":"blue-sky-marketing-houston"},{"newsid":"504","tagid":"43","tag":"client testimonial video","slug":"client-testimonial-video"},{"newsid":"504","tagid":"86","tag":"Houston social media","slug":"houston-social-media"},{"newsid":"504","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"504","tagid":"136","tag":"online marketing implementation","slug":"online-marketing-implementation"},{"newsid":"504","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"504","tagid":"140","tag":"online video","slug":"online-video"},{"newsid":"504","tagid":"163","tag":"social media marketing","slug":"social-media-marketing"},{"newsid":"504","tagid":"168","tag":"testimonial videos","slug":"testimonial-videos"}],"tags":["35","43","86","132","136","138","140","163","168"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing-houston\">Blue SKy Marketing Houston<\/a>, <a href=\"\/blog\/tag\/client-testimonial-video\">client testimonial video<\/a>, <a href=\"\/blog\/tag\/houston-social-media\">Houston social media<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing-implementation\">online marketing implementation<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/online-video\">online video<\/a>, <a href=\"\/blog\/tag\/social-media-marketing\">social media marketing<\/a>, <a href=\"\/blog\/tag\/testimonial-videos\">testimonial videos<\/a>"},"categoryinfo":{"info":[{"newsid":"504","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"504","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["12","14"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"473","title":"Houston Interactive Marketing Association (HiMA) Keynote","dateadded":"2012-12-06 14:37:18","article":"Many thanks to <a title=\"Houston Interactive Marketing Association\" href=\"http:\/\/houstonima.org\/\" target=\"_blank\">HiMA<\/a> for inviting me to&nbsp;participate&nbsp;in their December Workshop:&nbsp;Digital Marketing Key Indicator Trends &amp; Benchmarks.\n\n<a title=\"Blue Sky Marketing website | Houston\" href=\"http:\/\/www.blueskymkt.com\/index.html\" target=\"_blank\">Blue Sky Marketing<\/a>'s presentation from the event on December 6th is attached as a <a title=\"Digital Marketing Trends 2013\" href=\"http:\/\/blueskymarketing.wordpress.com\/?attachment_id=474\" target=\"_blank\">PDF<\/a>.\n\nThe format of this workshop was a 20-minute rapid-fire keynote followed by hands-on and interactive discussion of specific marketing issues that participants were facing.\n<h2>Blue Sky Marketing's Presentation on 2013 Online Marketing Trends<\/h2>\n[youtube http:\/\/www.youtube.com\/watch?v=C2dPR3jDCP8?rel=0]","date_modified":"2012-12-06 14:37:18","createdby":"12","modifiedby":null,"newsdate":"2012-12-06 14:37:18","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"houston-interactive-marketing-association-hima-keynote","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/houston-interactive-marketing-association-hima-keynote","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"473","tagid":"60","tag":"email marketing","slug":"email-marketing"},{"newsid":"473","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"473","tagid":"140","tag":"online video","slug":"online-video"}],"tags":["60","132","140"],"taglinks":"<a href=\"\/blog\/tag\/email-marketing\">email marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-video\">online video<\/a>"},"categoryinfo":{"info":[{"newsid":"473","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"473","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"473","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"473","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"473","catid":"16","category":"Video","slug":"video"},{"newsid":"473","catid":"17","category":"Website","slug":"website"}],"categories":["4","9","12","14","16","17"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/video\">Video<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"468","title":"CultureMap Connect : Houston","dateadded":"2012-12-04 10:33:17","article":"<table cellspacing=\"0\" cellpadding=\"0\">\n<tbody>\n<tr>\n<td valign=\"middle\"><b>Where Are My Views? Tips &amp; Tricks for Video Marketing&nbsp;<\/b>\n\nWhere are my Views? You have your video channel and your videos uploaded, now what?&nbsp; In this presentation, Michelle LeBlanc with Blue Sky Marketing covered how to use social media and other digital tools to drive views to your videos, have greater success in your business and bottom line, how to properly use hashtags, keyword tags, and other tips. The focus of the presentation is on practical daily execution. &nbsp;Presentation can be downloaded here.&nbsp;<a href=\"http:\/\/blueskymarketing.wordpress.com\/2012\/12\/04\/culturemap-connect-houston\/12-04-12-houston-voices-pptx\/\" rel=\"attachment wp-att-469\">12.04.12 Houston Voices.pptx<\/a>\n\nIt was presented at&nbsp;<a title=\"CultureMap Connect Houston\" href=\"http:\/\/houston.culturemap.com\/culturemap-connect\">CultureMap Houston's CultureMap Connect<\/a>&nbsp;on December 4, 2012 at the request of&nbsp;<a title=\"Houston's Voice\" href=\"http:\/\/houstonsvoice.com\/\">Houston's Voice<\/a>.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>","date_modified":"2012-12-04 10:33:17","createdby":"12","modifiedby":null,"newsdate":"2012-12-04 10:33:17","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"culturemap-connect-houston","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/culturemap-connect-houston","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"468","tagid":"140","tag":"online video","slug":"online-video"},{"newsid":"468","tagid":"168","tag":"testimonial videos","slug":"testimonial-videos"},{"newsid":"468","tagid":"184","tag":"YouTube","slug":"youtube"}],"tags":["140","168","184"],"taglinks":"<a href=\"\/blog\/tag\/online-video\">online video<\/a>, <a href=\"\/blog\/tag\/testimonial-videos\">testimonial videos<\/a>, <a href=\"\/blog\/tag\/youtube\">YouTube<\/a>"},"categoryinfo":{"info":[{"newsid":"468","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"468","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"468","catid":"16","category":"Video","slug":"video"}],"categories":["12","14","16"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/video\">Video<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"466","title":"AMA Luncheon Speaker:  Jason Sprawka of Ford Escape","dateadded":"2012-11-24 07:38:01","article":"One of the best speakers that the AMA Houston has had in our 2012 luncheon series came at the November 14<sup>th<\/sup>&nbsp;luncheon.&nbsp;<strong>Jason Sprawka, Ford Escape Marketing Manager,&nbsp;<\/strong>&nbsp;gave an engaging presentation and graciously spent additional time with AMA's blogger to provide more in-depth on his experiences with Ford Escape which was appreciated.\n\nSince its introduction, the Ford Escape, positioned as a vehicle that allows you to get out and be adventurous, has been one of America's best-selling small SUVs. If there was any question the new 2013 Ford Escape would be a success, those doubts have likely been safely laid to rest with the model's stellar sales results.\n\nAs the fourth generation of his family to be a Ford Motor employee, Jason joined Ford after a successful tenure in sports marketing. I knew that I would enjoy chatting with him and hearing his presentation when he revealed his marketing geek status with this sentence, \"A couple of coffee and an Excel spreadsheet to analyze is my favorite morning.\"\n\nRead the remainder of the article here: &nbsp;<a title=\"AMA Luncheon Speaker Jason Sprawka\" href=\"http:\/\/amahouston.net\/ford_escape_luncheon\/\" target=\"_blank\">http:\/\/amahouston.net\/ford_escape_luncheon\/<\/a>","date_modified":"2012-11-24 07:38:01","createdby":"12","modifiedby":null,"newsdate":"2012-11-24 07:38:01","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"ama-luncheon-speaker-jason-sprawka-of-ford-escape","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/ama-luncheon-speaker-jason-sprawka-of-ford-escape","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"466","tagid":"24","tag":"ama houston","slug":"ama-houston"},{"newsid":"466","tagid":"26","tag":"American Marketing Association","slug":"american-marketing-association"}],"tags":["24","26"],"taglinks":"<a href=\"\/blog\/tag\/ama-houston\">ama houston<\/a>, <a href=\"\/blog\/tag\/american-marketing-association\">American Marketing Association<\/a>"},"categoryinfo":{"info":[{"newsid":"466","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["9"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"460","title":"2012 Key Insights for Restaurant Marketing","dateadded":"2012-11-07 11:33:24","article":"At the <a title=\"Houston Restaurant Marketing\" href=\"http:\/\/ghra.com\/events-2\/education-summit\/\" target=\"_blank\">Greater Houston Restaurant Association's Education Summit<\/a>&nbsp;next week, restauranteurs will gather for a day of panel discussions and talks on a range of topics, one being restaurant marketing trends. Michelle LeBlanc of Blue Sky Marketing will be sharing key insights based on market data&nbsp;learned in 2012 to prepare for 2013 plans. Below is a preview of some of the tips Michelle will share. <a href=\"http:\/\/ghra.com\/events-2\/education-summit\/\" target=\"_blank\">To register for the GHRA event and hear more, click here.<\/a>\n<h2>Here are 5&nbsp;restaurant marketing&nbsp;tips to get you on the right track:<\/h2>\n<ol>\n\t<li>The U.S. Small Business Administration suggests that restaurants allot <strong>at least 3% to 5% of total revenue<\/strong>&nbsp;to marketing. Marketing is not only advertising, it includes promotions, internal marketing materials,your website and marketing resources.<\/li>\n\t<li><strong>Mobile friendly sites are necessary.<\/strong> As of May 2012, 46% of Americans &nbsp;are using smartphones. Check your site's Analytics to see how many mobile users are accessing your site.<\/li>\n\t<li><strong>Review sites matter.<\/strong>\"Study Shows than an <span style=\"text-decoration:underline;\">Extra Half-Star<\/span> nets Restaurants 19% More Reservations on Yelp.\" September 2012 Huffington Post. Encourage reviews on Yelp and Google+.<\/li>\n\t<li><strong>Free directory listings will boost SEO efforts.&nbsp;<\/strong>Go to <a title=\"Directory Listings for Restaurant Marketing\" href=\"http:\/\/www.yext.com\/\" target=\"_blank\">Yext.com<\/a>, type in your locale details then start claiming and completing your listings. Or pay one&nbsp;of the myriad service companies that will do it for under $50 per month.<\/li>\n\t<li><strong>Forget Daily Deals.<\/strong>&nbsp;15% of the American population is registered for a Daily Deal program. GroupOn's share price is down&nbsp;77% as daily deal fatigue sets in. Daily deals are bad for restaurant revenue and do not bring loyal&nbsp;customers. But, there are new options coming with different models, which may change things.<\/li>\n<\/ol>\nIf you are interested in learning more about how to incorporate social media and other online marketing tactics into your restaurant's marketing plan, we're happy to chat! <a title=\"Blue Sky Marketing Services\" href=\"http:\/\/www.blueskymkt.com\/Services.html\" target=\"_blank\">Have a look at the various ways Blue Sky Marketing can help put together a ROI based marketing plan.<\/a>","date_modified":"2012-11-07 11:33:24","createdby":"13","modifiedby":null,"newsdate":"2012-11-07 11:33:24","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"2012-key-insights-for-restaurant-marketing","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/2012-key-insights-for-restaurant-marketing","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"460","tagid":"68","tag":"GHRA","slug":"ghra"},{"newsid":"460","tagid":"153","tag":"restaurant marketing","slug":"restaurant-marketing"}],"tags":["68","153"],"taglinks":"<a href=\"\/blog\/tag\/ghra\">GHRA<\/a>, <a href=\"\/blog\/tag\/restaurant-marketing\">restaurant marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"460","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"460","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"460","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"460","catid":"17","category":"Website","slug":"website"}],"categories":["9","12","14","17"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"457","title":"Michelle LeBlanc Talks Online Marketing at the December CultureMap Connect","dateadded":"2012-10-31 18:44:09","article":"On December 4th, Blue Sky Marketing's Michelle LeBlanc will be discussing how to use social media&nbsp;and other digital tools to have greater success in your business and bottom-lines, with focus on practical daily execution.&nbsp;<a title=\"Social Media Marketing For Business\" href=\"http:\/\/us1.campaign-archive1.com\/?u=25d7ba03a9ebf0fcb92f2c01b&amp;id=651a6639b7&amp;e=\" target=\"_blank\">For event details or to sign up for December's CultureMap Connect here.<\/a>","date_modified":"2012-10-31 18:44:09","createdby":"13","modifiedby":null,"newsdate":"2012-10-31 18:44:09","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"michelle-leblanc-talks-online-marketing-at-the-december-culturemap-connect","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/michelle-leblanc-talks-online-marketing-at-the-december-culturemap-connect","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"457","tagid":"86","tag":"Houston social media","slug":"houston-social-media"},{"newsid":"457","tagid":"135","tag":"online marketing for businesses","slug":"online-marketing-for-businesses"},{"newsid":"457","tagid":"136","tag":"online marketing implementation","slug":"online-marketing-implementation"},{"newsid":"457","tagid":"163","tag":"social media marketing","slug":"social-media-marketing"}],"tags":["86","135","136","163"],"taglinks":"<a href=\"\/blog\/tag\/houston-social-media\">Houston social media<\/a>, <a href=\"\/blog\/tag\/online-marketing-for-businesses\">online marketing for businesses<\/a>, <a href=\"\/blog\/tag\/online-marketing-implementation\">online marketing implementation<\/a>, <a href=\"\/blog\/tag\/social-media-marketing\">social media marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"457","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"457","catid":"14","category":"Social Media","slug":"social-media"},{"newsid":"457","catid":"16","category":"Video","slug":"video"}],"categories":["12","14","16"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>, <a href=\"\/blog\/category\/video\">Video<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"451","title":"Case Study: Katy Triathlon Increases Preregistration by 60%","dateadded":"2012-10-26 13:48:43","article":"<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2012\/10\/katytrishirt.jpg\"><img class=\"alignleft size-medium wp-image-455\" title=\"Katy Triathlon Shirt\" alt=\"\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2012\/10\/katytrishirt.jpg\" height=\"225\" width=\"300\" \/><\/a>It's a thrill to have clients rave about your work in The Houston Chronicle. Blue Sky Marketing was engaged in August to guide the Rotary Club of Katy in using social media and online marketing tools to grow participation. Registration is up significantly, from 250 pre-registered athletes to 400 at the same date this year.&nbsp;<a title=\"Online Marketing Promotes the Katy Triathlon\" href=\"http:\/\/www.chron.com\/katy\/news\/article\/Rotarians-hold-20th-annual-Katy-Triathlon-on-Oct-3981644.php\" target=\"_blank\">Read more about the 20th Annual Katy Triathlon in The Houston Chronicle.<\/a>","date_modified":"2012-10-26 13:48:43","createdby":"13","modifiedby":null,"newsdate":"2012-10-26 13:48:43","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"case-study-katy-triathalon-increases-preregistration-by-60","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/case-study-katy-triathalon-increases-preregistration-by-60","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"451","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"451","tagid":"134","tag":"online marketing case study","slug":"online-marketing-case-study"},{"newsid":"451","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"451","tagid":"162","tag":"social media","slug":"social-media"}],"tags":["132","134","138","162"],"taglinks":"<a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing-case-study\">online marketing case study<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/social-media\">social media<\/a>"},"categoryinfo":{"info":[{"newsid":"451","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"451","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["12","14"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"442","title":"Social Media in Politics - Changing the Way Campaigns Spend Marketing Budgets","dateadded":"2012-10-08 14:25:20","article":"The 2012 elections have seen an especially agressive mix of marketing strategies.&nbsp;<a title=\"Marketing Budgets\" href=\"http:\/\/adage.com\/article\/campaign-trail\/total-2012-election-spending-hit-9-8b\/233155\/\" target=\"_blank\">AdAge has estimated totals marketing expenditures could reach $9.8 billion for all races (including statewide congressional and municipal races&nbsp;in addition to the national presidential election.)<\/a>&nbsp; With all of this money being put into play, it is interesting to see the ways that the candidates with less cash are maximizing their advertising and marketing dollars.\n<h2>Case Study: Ted Cruz&nbsp;Hit Online with Creative Strategies<\/h2>\nOne example of using social media and online strategies to make up for small marketing budgets and awareness is Ted Cruz, a relative unknown running for Texas' U.S. Senate seat. In the primary, his competition was a well-known David Dewhurst.\n\nFrom the beginning, Cruz' campaign engaged supportive bloggers with weekly calls to feed content creation. The campaign has two full-time staffers creating a bank of social media content to ensure quick responses on Twitter and Facebook. Furthermore, his team created a microsite, cruzcrew.org, to empower volunteers with literature and content. <a title=\"Online Strategies for Political Campaign\" href=\"http:\/\/www.politico.com\/news\/stories\/0712\/79213.html\" target=\"_blank\">Read more about the Cruz campaign's online strategies.<\/a>\n\nHis aggressive integration of online marketing strategy into his overall campaign &nbsp;gathered enough support to bring him from being the dark horse candidate for his party to the general election. &nbsp;With politics, ROI is ultimately determined on election day with an all-or-nothing measure, but we can definitely look at how far his campaign's online strategy has taken him with some basic metrics to understand his success in the primary run-off: as of October 8th (to be fair, post-primary run-off), Ted Cruz has 32,000 Twitter followers to the defeated Dewhurst's 4,400; 94,000 Facebook fans to Dewhurst's 42,000.\n<h3>Takeaway: Voters (Consumers) are increasingly looking online for information<\/h3>\nVoters are consumers looking to make a decision between two \"products.\" Politicians are beginning to understand the <a title=\"Online Marketing Handbook\" href=\"http:\/\/www.zeromomentoftruth.com\/\" target=\"_blank\">Zero Moment of Truth<\/a>, with the polling booth being the conventional store shelf. The successful politicians understand that a fundamental shift has occurred in the way consumers come to buying decisions&nbsp;and that shift applies to our voting decisions as well. Consumers no longer only rely on advertising but instead research online -- craving content (reviews, blogs, interaction on social media) to form decisions. Election season is a good case study for both B2B and B2C marketers in that we see a high speed response to marketing strategies that we implement every day for our own products and services.","date_modified":"2012-10-08 14:25:20","createdby":"13","modifiedby":null,"newsdate":"2012-10-08 14:25:20","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"social-media-in-politics-changing-the-way-campaigns-spend-marketing-budgets","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/social-media-in-politics-changing-the-way-campaigns-spend-marketing-budgets","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"442","tagid":"33","tag":"blogging","slug":"blogging"},{"newsid":"442","tagid":"109","tag":"marketing in elections","slug":"marketing-in-elections"},{"newsid":"442","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"442","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"442","tagid":"162","tag":"social media","slug":"social-media"}],"tags":["33","109","132","138","162"],"taglinks":"<a href=\"\/blog\/tag\/blogging\">blogging<\/a>, <a href=\"\/blog\/tag\/marketing-in-elections\">marketing in elections<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/social-media\">social media<\/a>"},"categoryinfo":{"info":[{"newsid":"442","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"},{"newsid":"442","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"442","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"442","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["5","9","12","14"],"categorylinks":"<a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"433","title":"Google Analytics & Creating Good Content for Your Website","dateadded":"2012-08-31 07:45:02","article":"No one denies the need for a company to have a website, but like every piece of marketing that a business undergoes, the website should be well planned for your business' marketing objectives and then held to those goals. That's where Google Analytics (or any of the other analytics tools, though Google is nice enough to offer it for free... for now.)\n<h2>A Tool for More than Just Measuring Web Traffic<\/h2>\nMost people with basic knowledge of Web Analytics tools know that you can track visits, page views, time on site and bounce rate all on your dashboard. These are very useful metrics for measuring the effectiveness of your website as well as any other inbound marketing efforts you may be doing. More advanced tracking can be done as well to measure conversions from your marketing, which then can be extrapolated to measure the return on investment.\n\nThis <a title=\"Search Engine Marketing\" href=\"http:\/\/www.socialmediaexplorer.com\/search-engine-marketing\/back-to-the-future-how-analytics-deep-dives-can-guide-content-strategy\/\" target=\"_blank\">article in Social Media Explorer<\/a> talks about another useful way to use your Google Analytics data. With enough historical data, you are able to produce more engaging content that will increase all of your key website measurements.\n<h3>Here are three ways that marketers can use Analytics to improve content and user experience on their websites:<\/h3>\n<ol>\n\t<li>Increase blog engagement by using <strong>Content Drilldown<\/strong>. Measure blog articles by pageviews or time on page and use the top performing blogs' topics as guidelines for creating fresh new articles.<\/li>\n\t<li>Improve your landing pages by viewing the <strong>Visitors Flow<\/strong> and determining the most common&nbsp;navigation&nbsp;paths and exit pages to improve content and calls to action on those pages. This will help direct users to content you want them to see.<\/li>\n\t<li>Better understand your potential customers' technology preferences in <strong>Audience<\/strong> sub categories, such as <strong>Demographics<\/strong>, <strong>Technology<\/strong> and <strong>Mobile<\/strong>, to determine ways to improve your site structure and building out a mobile site with key features for an increasingly mobile user.<\/li>\n<\/ol>\n<span style=\"font-size:medium;\"><span style=\"line-height:24px;\">Unsure how to look at your analytics data? Want a second opinion? Blue Sky Marketing is here to help.&nbsp;<\/span><\/span>","date_modified":"2012-08-31 07:45:02","createdby":"13","modifiedby":null,"newsdate":"2012-08-31 07:45:02","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"google-analytics-creating-good-content-for-your-website","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/google-analytics-creating-good-content-for-your-website","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"433","tagid":"28","tag":"analytics","slug":"analytics"},{"newsid":"433","tagid":"73","tag":"Google Analytics","slug":"google-analytics"},{"newsid":"433","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"433","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"433","tagid":"139","tag":"online tools","slug":"online-tools"},{"newsid":"433","tagid":"156","tag":"search engine marketing","slug":"search-engine-marketing"},{"newsid":"433","tagid":"177","tag":"website","slug":"website"}],"tags":["28","73","132","138","139","156","177"],"taglinks":"<a href=\"\/blog\/tag\/analytics\">analytics<\/a>, <a href=\"\/blog\/tag\/google-analytics\">Google Analytics<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/online-tools\">online tools<\/a>, <a href=\"\/blog\/tag\/search-engine-marketing\">search engine marketing<\/a>, <a href=\"\/blog\/tag\/website\">website<\/a>"},"categoryinfo":{"info":[{"newsid":"433","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"433","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"433","catid":"17","category":"Website","slug":"website"}],"categories":["3","12","17"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"414","title":"Capitalizing on Culture: Are the Olympics Of the People or Of the Sponsors?","dateadded":"2012-07-26 17:35:57","article":"With the 2012 Olympic Games mere days away, the lead up to them has been watched in the media and perhaps one of the most talked about story has been the debate over the business of Olympic Games trademark and sponsorship. Global sponsors like McDonald's, Visa and Coca-Cola pay $100 million each for the right to be official global sponsors of the Games, reports <a title=\"NPR - Marketing of Olympic Games\" href=\"http:\/\/www.npr.org\/templates\/story\/story.php?storyId=156891471\" target=\"_blank\">National Public Radio<\/a>. The International Olympic Committee (IOC) raises $1.1 billion in sponsorship, its second largest revenue source behind broadcast rights, reports <a title=\"Businessweek - Marketing of Olympic Games\" href=\"http:\/\/www.businessweek.com\/articles\/2012-06-14\/dont-mess-with-the-lord-of-the-olympic-rings?campaign_id=rss_null\" target=\"_blank\">Bloomberg Businessweek<\/a>.\n\nWith these sponsorship revenue opportunities obviously comes enforcement of copyright protection to maintain the sponsors' exclusivity in use. Stories of cited infringement have appeared in the news, with culprits ranging from a butcher shop to lingerie store to little old lady knitting for charity.\n<h2>It all raises the fundamental question: how far can we go as marketers to capitalize on a world-wide cultural event?<\/h2>\nWhere is or where should the line be drawn between citizens celebrating their cultural pride in a world event and copyright infringement?\n<ul>\n\t<li>Is an enthusiastic shop owner's creative window display with colorful hula hoops and sports bras the same as paid advertising including the Olympic Games logo and claims of being a sponsor? <strong>No<\/strong>.<\/li>\n\t<li>Should the IOC have the right to protect the use of their brand? <strong>Yes<\/strong>.<\/li>\n\t<li>Should the IOC appreciate the global appeal of the cultural event to which they own the rights and show&nbsp;discretion in their enforcement? <strong>Yes<\/strong>.<\/li>\n<\/ul>\nMarketing around these types of globally anticipated events (such as the World Cup,&nbsp;Superbowl, etc.) aim to capture people's enthusiasm for global cultural event. Prohibiting people's ability to participate in the games at a personal level detracts from our ability as marketers to capitalize on their enthusiasm.\n\nWhile obviously the International Olympic Committee has the right to protect their trademark, the extent in which they are currently inhibiting individual citizen's ability to embrace the Games is perhaps a bit overreaching and shows a lack of foresight.\n\n<a title=\"Marketing of Olympic Games\" href=\"http:\/\/www.npr.org\/templates\/story\/story.php?storyId=156891471\" target=\"_blank\">Read additional stories of reported copyright infringement as well as some Brits' satire of the trademark enforcement here.<\/a>","date_modified":"2012-07-26 17:35:57","createdby":"13","modifiedby":null,"newsdate":"2012-07-26 17:35:57","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"capitalizing-on-culture-are-the-olympics-of-the-people-or-of-the-sponsors","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/capitalizing-on-culture-are-the-olympics-of-the-people-or-of-the-sponsors","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"414","tagid":"37","tag":"branding","slug":"branding"},{"newsid":"414","tagid":"38","tag":"Business","slug":"business"},{"newsid":"414","tagid":"50","tag":"copyright infringement Olympics 2012","slug":"copyright-infringement-olympics-2012"},{"newsid":"414","tagid":"107","tag":"marketing around the Olympics","slug":"marketing-around-the-olympics"}],"tags":["37","38","50","107"],"taglinks":"<a href=\"\/blog\/tag\/branding\">branding<\/a>, <a href=\"\/blog\/tag\/business\">Business<\/a>, <a href=\"\/blog\/tag\/copyright-infringement-olympics-2012\">copyright infringement Olympics 2012<\/a>, <a href=\"\/blog\/tag\/marketing-around-the-olympics\">marketing around the Olympics<\/a>"},"categoryinfo":{"info":[{"newsid":"414","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["9"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"407","title":"Blue Sky Marketing's Michelle LeBlanc is teaching Facebook for CultureMap Connect","dateadded":"2012-07-14 13:43:53","article":"<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2012\/07\/culturemap-logo.png\"><img class=\"alignleft  wp-image-409\" title=\"CultureMap Houston logo\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2012\/07\/culturemap-logo.png\" alt=\"CultureMap Houston\" width=\"214\" height=\"41\" \/><\/a>\n\n<strong><strong>July CultureMap Connect:<\/strong><\/strong>\n\n<strong>Optimize your brand's Facebook presence&nbsp;<\/strong>\n\nIn 2011, Facebook sold almost $4Bn in advertising impressions, clicks, likes and more. It's not enough to just have a Fan page - you must learn to leverage ads, the Facebook search engine, and your Fan page to maximize your results. In this this month's workshop led my Michelle LeBlanc, we will discuss how to drive traffic, build community, and meet your business goals.\n\nMichelle LeBlanc is the Founder of Blue Sky Marketing and&nbsp;has over 20 years of experience in marketing, both in business-to-business and business-to-consumer marketing. Her breadth of industry experience includes real estate, industrial, technology, retail, and healthcare among many others.\n\nJoin us in learning from Michelle's expertise on<strong>&nbsp;Wednesday, July 25 at 8:00 a.m.<\/strong>&nbsp;<a title=\"RSVP \" href=\"mailto:rsvp@culturemap.com\" target=\"_blank\">RSVP now<\/a><a href=\"mailto:rsvp@culturemap.com?subject=RSVP%3A%20June%20CultureMap%20Connect&amp;body=I'll%20be%20attending%20June's%20CultureMap%20Connect!%0A%0AName%3A%0ACompany%3A%0AWho%20are%20you%20bringing%20with%20you%20(name%2Femail)%3F\">.<\/a>\n<ul>\n\t<li><strong>Date:<\/strong>&nbsp;Wednesday, July 25, 2012<\/li>\n\t<li><strong>Time:<\/strong>&nbsp;8 \u2014 9:00 am<\/li>\n\t<li><strong>Location:<\/strong>&nbsp;Wortham Theater Center, West Alcove (2nd floor), 500 Texas St.<\/li>\n\t<li><strong>RSVP:<\/strong>&nbsp;Due to limited capacity, RSVP is required.<\/li>\n\t<li><strong>Parking:<\/strong>&nbsp;Metered parking available on nearby streets<\/li>\n\t<li><strong>Essentials:<\/strong>&nbsp;Laptop suggested<\/li>\n\t<li><strong>Food:<\/strong>&nbsp;Light breakfast provided by CultureMap<\/li>\n\t<li><strong>Cost:<\/strong>&nbsp;Free to attend!<\/li>\n<\/ul>\n<strong><a href=\"http:\/\/culturemap.us1.list-manage2.com\/track\/click?u=25d7ba03a9ebf0fcb92f2c01b&amp;id=0ff5c4131a&amp;e=8156e63b58\">What is CultureMap Connect?<\/a><\/strong>\n\n<a href=\"http:\/\/culturemap.us1.list-manage.com\/track\/click?u=25d7ba03a9ebf0fcb92f2c01b&amp;id=cb4abc6901&amp;e=8156e63b58\"><strong>CultureMap Connect<\/strong><\/a> is <strong>a monthly breakfast series<\/strong> exploring digital, new and social media solutions for marketers, publicists and business professionals in the CultureMap community interested in learning more or honing their social marketing skills.&nbsp; Monthly topics include&nbsp;<em>Google Analytics, blogging, video sharing<\/em> and more and are led by<strong>&nbsp;an expert from the Houston social media community<\/strong> \u2014 together a power-packed duo to help you extend your brand into the social web!","date_modified":"2012-07-14 13:43:53","createdby":"12","modifiedby":null,"newsdate":"2012-07-14 13:43:53","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"blue-sky-marketings-michelle-leblanc-is-teaching-facebook-for-culturemap-connect","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/blue-sky-marketings-michelle-leblanc-is-teaching-facebook-for-culturemap-connect","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"407","tagid":"62","tag":"facebook marketing","slug":"facebook-marketing"}],"tags":["62"],"taglinks":"<a href=\"\/blog\/tag\/facebook-marketing\">facebook marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"407","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"407","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"407","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["3","12","14"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"395","title":"Streamlining Business to Business Marketing","dateadded":"2012-06-18 11:01:23","article":"Today if you were to ask who I am I would say I'm a native of New Orleans, a college student in Mobile and a current intern in Houston. It's clear to see that my life has experienced quite a number of changes in the past few months and I'm happy to say I find my mind constantly saturated with new information. I'm opening the doors to the world of marketing and stepping in to find great people, strong work ethics, diverse networks, and an infinite supply of experiences.\n\nThis week marks my fourth week as a member of the Blue Sky Marketing team and for me to put into words what I have learned thus far would be simply impossible.\n\n<strong>However, I would like to share...<\/strong>\n\nWhat I learned during an opportunity I received last week. I attended an <a href=\"http:\/\/amahouston.net\/\">AMA Houston<\/a> Sig event entitled: Tricks of the Trade, focusing on ways to optimize\/improve business-to-business marketing and CRM.\n\n<em>The event featured three speakers:<\/em>\n\n<span class=\"Apple-style-span\" style=\"color:#444444;font-family:Georgia, 'Bitstream Charter', serif;line-height:24px;font-size:16px;\"><strong>Todd Brown:<\/strong> Director at <a href=\"http:\/\/www.accesssciences.com\/\">Access Sciences<\/a>,<\/span>\n<span class=\"Apple-style-span\" style=\"color:#444444;font-family:Georgia, 'Bitstream Charter', serif;line-height:24px;font-size:16px;\"><strong>Pete Di Stefano:<\/strong> Director of Marketing at <a href=\"http:\/\/www.prospricing.com\/\">PROS<\/a>&nbsp;<\/span>\n<span class=\"Apple-style-span\" style=\"color:#444444;font-family:Georgia, 'Bitstream Charter', serif;line-height:24px;font-size:16px;\"><strong>David Zahn:<\/strong> VP of Marketing at <a href=\"http:\/\/www.fuelquest.com\/\">FuelQuest<\/a>.<\/span>\n\nEach offered a slice of their lives and experiences, helping to streamline our understanding of business-to-business marketing and everything else that comes along for the ride.\n\n<strong>Throughout the Presentation:<\/strong>\n\n<strong><\/strong>I quickly submitted terms such as automated marketing, governance, process, and marketing\/sales funnels to memory and then grew to fully understand and love them because (as I have discovered) they are essential for business. I learned everything from the details of a VITO campaign to what it takes to create an effective sales and marketing process integration.&nbsp; Instead of going in to detail about all that my mind now holds these are the top pieces of advice and ideas I took from the AMA event.\n\n<strong>The takeaways:<\/strong>\n<ul>\n\t<li><strong><span style=\"text-decoration:underline;\">Technology:<\/span><\/strong> Microsoft Silverlight, Marketo, or Eloqua may seem familiar names because they are the most advanced new technology in automated marketing. Each speaker stressed the importance of implementing these for more effective business because they offer endless services such as enhanced lead generation to sales insights. However, it is equally as important to research and find the program that fits your company the best.<\/li>\n<\/ul>\n<ul>\n\t<li><strong><span style=\"text-decoration:underline;\">Process:<\/span><\/strong>&nbsp; Technology often seems like the answer to all questions. Its easy to be overwhelmed with enthusiasm due to the capabilities today's software offers a company. However, each of the speakers strongly emphasized the need for process. Don't forget human beings are still involved in business and require planning and training to understand the thrilling new technology! Remember: process, process, process.\n\n[caption id=\"attachment_404\" align=\"alignright\" width=\"300\"]<a href=\"\/uploads\/images\/blog\/screen-shot-2012-06-18-at-10-49-54-am2.png\"><img class=\"size-medium wp-image-404\" title=\"Screen shot 2012-06-18 at 10.49.54 AM\" src=\"\/uploads\/images\/blog\/screen-shot-2012-06-18-at-10-49-54-am2.png\" alt=\"\" width=\"300\" height=\"224\" \/><\/a> Example Marketing Funnel[\/caption]<\/li>\n<\/ul>\n<ul>\n\t<li><strong><span style=\"text-decoration:underline;\">Streamline<\/span>:<\/strong> After process (planning) and technology, streamlining becomes essential yet easy. Use formats such as a marketing funnel to work through each stage of a client from inquiry to final sale. By using the correct software and involving employees, a streamlined plan to bring potential clients to actual clients can be achieved.<\/li>\n<\/ul>\n<ul>\n\t<li><strong><span style=\"text-decoration:underline;\">Hygiene:<\/span><\/strong> Keep the systems and files clean! Whether new software is being implemented or an old one is being revamped, make sure the information is clean. Coming from our speakers<em>, no information<\/em> is often easier then <em>bad information.<\/em><\/li>\n<\/ul>\n<ul>\n\t<li><strong><span style=\"text-decoration:underline;\">Questions to ask:<\/span><\/strong> Before any of the aforementioned tips are even considered, the most important action a business can take is to create a roadmap. Take the time to ask: What is my company's goal? Where are we now and where are we trying to go? What type of clients do we service? And what services do we offer those clients? Once these questions are answered and a roadmap is formed, the journey to efficient business-to-business marketing can begin.<\/li>\n<\/ul>\n<strong>And in the end:<\/strong>\n\nAs a student intern I will honestly admit, there were a few aspects of the presentations I was unclear on before hand. However, guided by the three speakers Todd Brown, Pete DiStefano, and David Zahn, I navigated my way through unfamiliar business terms and found myself on the other side with a new and concise understanding of business-to-business marketing.\n\n<strong>-Bridget Oswald, Blue Sky Markeing Intern<\/strong>","date_modified":"2012-06-18 11:01:23","createdby":"15","modifiedby":null,"newsdate":"2012-06-18 11:01:23","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"streamlining-business-to-business-marketing","author":null,"thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/streamlining-business-to-business-marketing","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"395","tagid":"39","tag":"business goals","slug":"business-goals"},{"newsid":"395","tagid":"41","tag":"business strategy","slug":"business-strategy"},{"newsid":"395","tagid":"105","tag":"marketing","slug":"marketing"},{"newsid":"395","tagid":"110","tag":"marketing strategy","slug":"marketing-strategy"},{"newsid":"395","tagid":"167","tag":"technology","slug":"technology"}],"tags":["39","41","105","110","167"],"taglinks":"<a href=\"\/blog\/tag\/business-goals\">business goals<\/a>, <a href=\"\/blog\/tag\/business-strategy\">business strategy<\/a>, <a href=\"\/blog\/tag\/marketing\">marketing<\/a>, <a href=\"\/blog\/tag\/marketing-strategy\">marketing strategy<\/a>, <a href=\"\/blog\/tag\/technology\">technology<\/a>"},"categoryinfo":{"info":[{"newsid":"395","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"395","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"395","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["3","4","9"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"387","title":"CMO Series:  Navigating Internal Politics","dateadded":"2012-05-25 09:28:31","article":"AMA Houston is hosting a quarterly series featuring CMOs that kicked off on Thursday May 24, 2012 with a great panel of speakers discussing \"Been There, Done That! Navigating Internal Politics\". This CMO series is open only to AMA members.\n\n<strong>Panelists:<\/strong>\n<ul>\n\t<li>Catherine Austin, Chief Marketing Officer, <a title=\"Baker Botts\" href=\"http:\/\/www.bakerbotts.com\/\">Baker Botts, L.L.P.<\/a><\/li>\n\t<li>Clinton Clark, Director of Segment Operations, <a title=\"Waste Management\" href=\"http:\/\/www.wm.com\/index.jsp\">Waste Management<\/a><\/li>\n\t<li>Diana Massaro, Vice President of Marketing, <a title=\"Idera\" href=\"http:\/\/www.idera.com\/Content\/Home.aspx\">Idera<\/a><\/li>\n\t<li>David Brady, Chief Marketing Office, <a title=\"Houston Zoo\" href=\"http:\/\/www.houstonzoo.org\/\">Houston Zoo<\/a><\/li>\n<\/ul>\n<strong>Summary:<\/strong>&nbsp; The panel was forthright, funny and in some cases, downright inspirational. They had very distinct personalities, almost archetypes of different leadership styles and personalities. <span style=\"color:#3366ff;\">Great tips or thoughts that made me think from these presentations are highlighted in blue.<\/span> All responses are paraphrased and shortened; this is not a transcript of the proceedings.\n\nThe moderator, Susan Farrell of <a title=\"Captavi\" href=\"http:\/\/captavi.com\/\" target=\"_blank\">Captavi<\/a>, kicked off the discussion with the interesting statistics (compliments of <a title=\"CMO Counsel\" href=\"http:\/\/www.cmocouncil.org\/\">CMO Counsel<\/a>)&nbsp; that in ongoing surveys, <span style=\"color:#3366ff;\">the average CMO tenure is two years<\/span>.\n\n<span style=\"text-decoration:underline;\"><strong>Q:&nbsp; With an average tenure of two years, How to defy the odds? Why are you still there?<\/strong><\/span>\n<strong><\/strong>\n\n<strong>Diana<\/strong>:&nbsp; Essentially, Diana sees this as natural evolution, Year 1 is clean up year. You come in, you are the hero because so many things need to be done. Year 2 is the year to reap rewards. Year 3 require re-innovation and constant assessment. If you have not gotten third party support or public affirmation, your year 1 successes are not enough to carry you through to Year 3. <strong><\/strong>\n\n<strong>Clinton<\/strong>: Constant self evaluation is required.&nbsp; You also have to develop internal messaging that makes the team want to be a part of the company.\n\n<strong>Catherine<\/strong>:&nbsp; Ever droll, Catherine pointed out that in an environment full of lawyer partners, she is evaluated all the time. She thinks that most marketers suffer from ADD and get easily bored; this drives a need to seek out the new challenges so we stay fresh.\n\n<strong>David<\/strong>:&nbsp; He believes that we too often work in a vacuum focused on our own business areas. <span style=\"color:#3366ff;\">To avoid this, he shadows other departments one day per month to learn what they are doing<\/span>. This&nbsp; keeps him immersed and shows his commitment to all components of the organization. Politics in nonprofit is very different. David initially struggled transitioning from the for-profit world.&nbsp; He noted that silo based behaviors are sometime indicative of the activities people participated in when they were young. If you were in sports or scouting where you worked collaboratively, you are more likely to still embrace team. If you were in solo activities, you will need to develop the team mentality of working together to achieve end goal. <span style=\"color:#3366ff;\">When he encounters resistance, he kills with kindness and he creates lots of one on one meetings with the people who have the most resistance to overcome. I have been places where people avoid those that disagree with them; this idea of focused attention to develop the relationship is so much more positive.&nbsp;<\/span>\n\n<span style=\"text-decoration:underline;\"><strong>Q:&nbsp; How did you achieve your position? Did you have Mentors along the way?<\/strong><\/span><strong><\/strong>\n\n<strong>Diana<\/strong>:&nbsp; No outside mentors. My advocate and partner on the inside is the CFO.\n\n<strong>Catherine<\/strong>:&nbsp; No mentor. She had variety of bosses and learned from them. Best advice she received from a former boss: Don't argue with partners and <span style=\"color:#3366ff;\">Don't make it personal<\/span>.\n\n<strong>Clinton<\/strong>: He is currently fortunate to have a boss who is a great political navigator and has the opportunity to learn from him. <span style=\"color:#3366ff;\">His boss' approach is to always take a&nbsp; multidimensional view by seeking to understand motivations and angles of others in advance<\/span>. A boss wants you to do great for your company; a mentor will hold you accountable for being great or the best possible version of you.\n\n<strong> David<\/strong>:&nbsp;&nbsp; David currently has a couple of people that he looks up to and relies on. He practices constant communication with colleagues outside of his workplace to avoid tunnel vision. He uses drive time to talk with them. He also regularly schedules lunch to talk with people outside of his business or industry.&nbsp; <span style=\"color:#3366ff;\">Some of his greatest lessons came from his worst bosses and managers<\/span>.\n\n<span style=\"text-decoration:underline;\"><strong><span style=\"color:#000000;text-decoration:underline;\">Q: What professional advice would you have given yourself if you could?<\/span><\/strong><\/span><strong><\/strong>\n\n<strong>Diana<\/strong>:&nbsp; I train young women on my staff to focus on how they present themselves. Don't answer the phone like a girl or speak in soft and questioning tones. Speak with confidence. Speak with tone and pitch appropriate to business.\n\n<strong>Catherine<\/strong>:&nbsp; Be prepared. Try to think of all the questions in advance.\n\n<strong>Clinton<\/strong>:&nbsp;&nbsp; <span style=\"color:#3366ff;\">Remember: even if you are one day ahead in knowledge or planning, don't shortchange your knowledge. You are the marketing expert in your organization.<\/span> Walk with confidence and deliver your message.\n\n<strong>David<\/strong>:&nbsp; 20 years ago, he was so focused on career and self promoting that he was losing sight of what was around him. He would tell himself to: think less about own self elevation and more about elevating the company and the team.\n\n<span style=\"text-decoration:underline;\"><strong>Q:&nbsp; Mean vs. Nice? What to do when you have Toxicity on your team?<\/strong><\/span><strong><\/strong>\n\n<strong>Catherine<\/strong>: Root out the negative people and kill the behavior. She also had to learn to that <span style=\"color:#3366ff;\">some people really have no innate political skills or empathy; if trainable, train; otherwise, they have to go<\/span>.<strong><\/strong>\n\n<strong>Diana<\/strong>:&nbsp; \"If they don't like me, they don't last.\" A team needs to be excited and happy to come to work and if they are not, they should look elsewhere.\n\n<strong>Clinton<\/strong>:&nbsp; If they torpedo in public, respond with same. If they are subversive, be direct in responding to them. Don't dance.\n\n<strong>David<\/strong>:&nbsp;&nbsp; Be honest. Be nice. Be positive. Create the culture you want. Lead by example to get your team to where you want.\n\n<span style=\"text-decoration:underline;\"><strong>Q: Absolute worst political situation you were in and how did it affect your career?<\/strong><\/span>\n\n<strong>Catherine<\/strong>:&nbsp; Early on in her career, she was in a staff meeting and boss said it has to be done this way which was simply not possible. Her boss' reaction to honest feedback was calling it insubordination.\n\n<strong>Clinton<\/strong>: He has very interesting long range ideas experience. He once managed a project where the oversight was his senior leadership team and Congress. The most viable option to achieve the goals was not politically popular or possible with Congress.&nbsp; The true and right answer was ignored.\n\n<strong>Diana<\/strong>:&nbsp; She joined a company thinking there was a lot of low hanging fruit that she could immediately fix. Two weeks in, she realized that her CEO hated marketing and she could accomplish nothing.&nbsp; The inability to navigate around the CEO made progress impossible.\n\n<span style=\"text-decoration:underline;\"><strong>Q:&nbsp; What are the best tools used in your company to reduce politics?<\/strong><\/span>\n\n<strong>Catherine<\/strong>:&nbsp;&nbsp; Lets marketing team express their frustrations or challenges with the strict policy is that it stays inside the group.\n\n<strong>Clinton<\/strong>:&nbsp; Uses the swag cabinet to send appreciation to employees. He drafts letters of appreciation to go with the gifts for his boss to sign.\n\n<strong>Diana<\/strong>:&nbsp; Uses two techniques to foster culture of respect: (1) thank you campaigns where everyone has to send one Thank You in writing per week and (2) meeting policy to pay a&nbsp; dollar for negative comments about people who are not in the room to defend themselves, their actions or ideas.\n\n<strong>David<\/strong>:&nbsp; Honest answer:&nbsp; We don't do a good job currently. He believes that there are too many meetings. He would like for his team to have more time to work on dreams and challenges.&nbsp; He has also assigned children's books as reading (Harold and Purple Crayon). David also sent Thank you notes to employee's homes.\n\n<span style=\"text-decoration:underline;\"><strong>Q: What characteristics do you look for in new hires?<\/strong><\/span>\n\n<strong>Catherine<\/strong>: <span style=\"color:#3366ff;\">Ability to laugh at yourself. Acknowledge mistakes<\/span>.\n\n<strong>Clinton<\/strong>:&nbsp; Integrity. Service before self. Personal motto is to be great. <span style=\"color:#3366ff;\">He also seeks intrinsically motivated people<\/span>.\n\n<strong>Diana<\/strong>:&nbsp; Scrappy, happy and motivated people\n\n<strong>David<\/strong>:&nbsp; He utilizes his second interview to identify the personal fit. This interview is offsite and focuses on personal. He never talks to the current boss as he thinks troubled employees often pawned off to others via references. Looks for scouting, team sports, or other opportunities to work collectively on resumes.\n\n<span style=\"text-decoration:underline;\"><strong>Q:&nbsp; At this time, we asked the question of three staffing agencies in the room, what are the top characteristics sought after in a CMO when firms are seeking?<\/strong><\/span>\n\nTrish Cunningham, <a title=\"Brookwoods Group\" href=\"http:\/\/brookwoods.com\/\" target=\"_blank\">Brookwoods Group<\/a>:&nbsp; Most are looking for eight to 10 specific qualities (ex: leadership, intuitive, volunteer)\n\nMichelle Acosta, <a title=\"Clearpoint Creative\" href=\"http:\/\/www.clearpointco.com\/creative\/\" target=\"_blank\">Clearpoint Creative<\/a>:&nbsp; Being able to navigate internal politics is key.\n\nSteven Leeper, <a title=\"Matchstick Staffing\" href=\"http:\/\/www.matchstick-staffing.com\/index.html\" target=\"_blank\">Matchstick<\/a>:&nbsp; Seeking candidates who thinking about the company culture.\n\n<span style=\"text-decoration:underline;\"><strong>Q:&nbsp; What about about the age-old debate about the division between sales and marketing?<\/strong><\/span>\n\n<strong>David<\/strong>: Celebrate successes as team.&nbsp; Don't over-think branding and allow slavish devotion to hinder you in reaching the goals. Our brand is our mission statement.\n\n<strong>Catherine<\/strong>:&nbsp;&nbsp; Critically important to remember in a law firm that the attorneys are the sales people AND it is their money that marketing spends. Create tools to assist the attorneys that support them where they may be weaker in knowledge -- i.e. competitive set in certain markets.\n\n<span style=\"text-decoration:underline;\"><strong>Wrap-Up:<\/strong><\/span>\n\nNot only did the panelists frankly share insights, all of them did so while showing respect to their current employers and teams.&nbsp; As good CMOs, most mentioned their programs and the capabilities of their firms. Looking forward to the next CMO series event; this was excellent content presented in an engaging way.","date_modified":"2012-05-25 09:28:31","createdby":"12","modifiedby":null,"newsdate":"2012-05-25 09:28:31","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"cmo-series-navigating-internal-politics","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/cmo-series-navigating-internal-politics","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"387","tagid":"44","tag":"CMO","slug":"cmo"},{"newsid":"387","tagid":"90","tag":"internal politics","slug":"internal-politics"},{"newsid":"387","tagid":"111","tag":"marketing tactics","slug":"marketing-tactics"},{"newsid":"387","tagid":"165","tag":"strategy","slug":"strategy"}],"tags":["44","90","111","165"],"taglinks":"<a href=\"\/blog\/tag\/cmo\">CMO<\/a>, <a href=\"\/blog\/tag\/internal-politics\">internal politics<\/a>, <a href=\"\/blog\/tag\/marketing-tactics\">marketing tactics<\/a>, <a href=\"\/blog\/tag\/strategy\">strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"387","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"387","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"387","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"387","catid":"20","category":"Work ethic","slug":"work-ethic"}],"categories":["3","4","9","20"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/work-ethic\">Work ethic<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"377","title":"Blue Sky Marketing is a 2012 AMA Crystal Awards Finalist","dateadded":"2012-05-16 09:06:18","article":"The 26th Annual <a href=\"http:\/\/www.crystalawards.org\/\">AMA Houston Crystal Awards<\/a> show's theme is \"More Than Meets The Eye\" and it is so appropriate for marketing, but specifically marketing as it has become in the past few years. Marketing has always been about creating strategies for customer acquisition and retention, but now marketers are being asked to find ways to do this in more creative (and thin) ways. The Crystal Awards is that opportunity to reward not just creative but strategic thought. Those selected are ones that have truly displayed smart ways to attack a problem and have the results to prove their success.\n<h3>Stiff Competition<\/h3>\n<a href=\"\/uploads\/images\/blog\/crystal_finalist_2012.png\"><img class=\"alignleft  wp-image-379\" title=\"crystal_finalist_2012\" src=\"\/uploads\/images\/blog\/crystal_finalist_2012.png\" alt=\"\" width=\"126\" height=\"251\" \/><\/a>This year there were over 300 submissions in across over 50 categories. All submissions had to include a case study that eight judges from across the country vetted and scored. Each case study had to clearly state the (clear) Situation, (measurable) Objectives, (precise) Strategy &amp; Tactics, (on point) Messaging and (strong) Results. Blue Sky Marketing is a finalist in three categories for work we have done for our clients: <strong>Maverick Marketing<\/strong>, <strong>Online Marketing Campaign<\/strong> and <strong>Marketing, Small Budget<\/strong>. We are proud to be among the finalists in such stiff competition. And, we know that having the time to execute smart marketing campaigns and then document the results is hard work.\n\nWith the Awards Show this Thursday, we are excited to see the great work that Houston produced this year and congratulate all of the finalists and deserving winners!&nbsp;&nbsp; <a href=\"http:\/\/www.crystalawards.org\/Event%20-2.shtml\">Click here for more information on tickets and schedule of events.<\/a>","date_modified":"2012-05-16 09:06:18","createdby":"13","modifiedby":null,"newsdate":"2012-05-16 09:06:18","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"blue-sky-marketing-is-a-2012-ama-crystal-awards-finalist","author":"Kate Nilsen","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/blue-sky-marketing-is-a-2012-ama-crystal-awards-finalist","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"377","tagid":"24","tag":"ama houston","slug":"ama-houston"},{"newsid":"377","tagid":"51","tag":"crystal awards","slug":"crystal-awards"},{"newsid":"377","tagid":"110","tag":"marketing strategy","slug":"marketing-strategy"}],"tags":["24","51","110"],"taglinks":"<a href=\"\/blog\/tag\/ama-houston\">ama houston<\/a>, <a href=\"\/blog\/tag\/crystal-awards\">crystal awards<\/a>, <a href=\"\/blog\/tag\/marketing-strategy\">marketing strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"377","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"377","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["3","9"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"373","title":"What makes a bar great? Driskill Hotel (Austin)","dateadded":"2012-05-08 09:09:20","article":"Being from New Orleans, growing up in a family hospitality enterprise, and then spending six years living in the French Quarter, I view myself as a bar aficionado. It seems small details make all the difference and are so often overlooked. I was in Austin over the weekend and made my mandatory stop at the bar inside the <a title=\"Driskill Hotel, Austin\" href=\"http:\/\/www.driskillhotel.com\/\" target=\"_blank\">Driskill Hotel<\/a>.\n\nEscaping the heat and bright sunlight into the soothing Driskill Bar had me contemplating why this place is so perfect. Here are my thoughts on what they do right.\n<ol>\n\t<li>Lighting: Even on the brightest Texas days, they effectively use their shutters to keep it dark but lit. You can see the warm glow outside but feel like you are in a protected zone.<\/li>\n\t<li>Staff and Service:&nbsp; The wait staff is always right there. They are not in the back doing some other task; they are customer focused at every minute. They do not stand around idly chatting to each other; they engage with customers, offer suggestions, and smile.<\/li>\n\t<li>Cocktail Menu: Not ridiculously long or complicated, a few well chosen cocktails that tie into the hotel's heritage and the local flavor.<\/li>\n\t<li>Decor: Low ceiling height with \"antique\" tin ceiling, Texas themed art, a mix of seating options; the decor makes you feel right at home no matter who you are.<\/li>\n\t<li>Dining looks inviting: The wood framed glass allows you to see (and envy) the dining area. If feels accessible and approachable like the logical next step in your evening.<\/li>\n<\/ol>\nYou can tell by the diversity of the crowd that the Driskill Hotel bar hits the right notes. On the afternoon I was there, there were twenty-something college kids at a large group table and 50-somethings drinking at the bar at 4:00 on a Sunday afternoon.&nbsp; There aren't many hotel bars that get it so right. Stop in and visit the next time you are in Austin.","date_modified":"2012-05-08 09:09:20","createdby":"12","modifiedby":null,"newsdate":"2012-05-08 09:09:20","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"what-makes-a-bar-great-driskill-hotel-austin","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/what-makes-a-bar-great-driskill-hotel-austin","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"373","tagid":"54","tag":"customer service","slug":"customer-service"},{"newsid":"373","tagid":"58","tag":"Driskill Hotel","slug":"driskill-hotel"},{"newsid":"373","tagid":"81","tag":"hositality","slug":"hositality"},{"newsid":"373","tagid":"82","tag":"hotel bars","slug":"hotel-bars"}],"tags":["54","58","81","82"],"taglinks":"<a href=\"\/blog\/tag\/customer-service\">customer service<\/a>, <a href=\"\/blog\/tag\/driskill-hotel\">Driskill Hotel<\/a>, <a href=\"\/blog\/tag\/hositality\">hositality<\/a>, <a href=\"\/blog\/tag\/hotel-bars\">hotel bars<\/a>"},"categoryinfo":{"info":[{"newsid":"373","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"373","catid":"18","category":"Word of Mouth Marketing","slug":"word-of-mouth-marketing"}],"categories":["4","18"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/word-of-mouth-marketing\">Word of Mouth Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"370","title":"Traveling Internationally Feeds the Marketing Brain","dateadded":"2012-04-12 09:51:46","article":"<p><strong><\/strong>I am just wrapping up a 10-day trip to Barcelona and Valencia, Spain. Travel for me is about people watching, business operations observing, and generally reminding myself how different things are in other places. &nbsp;There are things to learn in both directions. <\/p><p><strong>What I learned about Spanish people: <\/strong><\/p><ul><li>The people here move slowly. There are siestas and a glacial walking pace. &nbsp;And do not plan to move fast in lines (staffing for busy tourist areas that have no operational efficiencies planned in). &nbsp;They could absolutely use some guidance for HEB on this one.<\/li><li><span style=\"text-decoration:underline;\">Yet, they talk quickly.<\/span> The sheer number of words that come out when they are engaged in a dialog is unbelievable. And the passion astounds, the hand gestures are large and enthusiastic, almost violent.<\/li><li><span style=\"text-decoration:underline;\">And they eat ridiculously fast<\/span>. For a nation of people that move so slowly elsewhere, the restaurants in Spain get food to the table unbelievably quickly. Tapas must translate to \"fast\". (It actually derives from the Spanish verb tapar, \"to cover\".) Grab&mdash;n-go is rampant, eating while they walk to work, it all adds to a furious pace that I was not expecting in Europe.<\/li><\/ul><p><strong>And then I look at the marketing world \u2026&nbsp; <\/strong><\/p><ul><li><span style=\"text-decoration:underline;\">All hotels <strong><em>should<\/em><\/strong> offer free Wi-Fi.<\/span> In Spain, they implement this very wisely. You pay for Internet in your room. On the main floors where they have large lobby bars; it is free. It creates a great environment of social activity; and probably increases their food and beverage revenues.<\/li><li><span style=\"text-decoration:underline;\">Lagniappe<\/span>. They clearly believe in \"that little something extra\" to create loyal customers. I had hotels give me free upgrades, restaurants bringing amuse-bouches, storeowners giving little perks. It was a lovely feeling when those surprises entered my day. &nbsp;How could the brands I work with incorporate this into their worlds?<\/li><li><span style=\"text-decoration:underline;\">Bar Service.<\/span>&nbsp; They bring the bottle to your table and pour. This may be a novelty factor but it felt good to watch the liquor pour &mdash; sort of a decadent ritual. When I asked a bartender about it, he explained that it was so you knew you were getting what you ordered.<\/li><li><span style=\"text-decoration:underline;\">Closing mid-day astounds me<\/span>. Cultural norms, work-life balance and all that aside, their actual work days are longer with this long break built in. If you live in the suburbs, this is just extra time in the city.&nbsp; It seems it would be a tremendous drain on talent and resources. I will be looking for studies on this topic.<\/li><li><span style=\"text-decoration:underline;\">Weight Loss programs need to get over here.<\/span>&nbsp; The European system of eating is either in decline or they are walking less; the younger people I saw were starting to carry extra pounds. I contrasted that with my first trip to Europe in 1991 when Europeans were obviously thinner than their US counterparts.<\/li><\/ul>","date_modified":"2012-04-12 09:51:46","createdby":"12","modifiedby":null,"newsdate":"2012-04-12 09:51:46","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"traveling-internationally-feeds-the-marketing-brain","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/traveling-internationally-feeds-the-marketing-brain","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"370","tagid":"53","tag":"cultural awareness","slug":"cultural-awareness"},{"newsid":"370","tagid":"105","tag":"marketing","slug":"marketing"},{"newsid":"370","tagid":"129","tag":"new ideas","slug":"new-ideas"}],"tags":["53","105","129"],"taglinks":"<a href=\"\/blog\/tag\/cultural-awareness\">cultural awareness<\/a>, <a href=\"\/blog\/tag\/marketing\">marketing<\/a>, <a href=\"\/blog\/tag\/new-ideas\">new ideas<\/a>"},"categoryinfo":{"info":[{"newsid":"370","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["9"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"365","title":"How to use the \"new\" Facebook as a small company","dateadded":"2012-03-13 13:54:44","article":"February 29, 2012: Facebook announced a slew of changes. The ultimate goal for them is monetize-monetize-monetize before their IPO. Instead of ranting about Facebook and its variability, I am focusing on how to best utilize the changes to my clients' benefit.\n<p style=\"text-align:center;\"><strong>Knowing that only 17% of the Fans actually see the posts is LIBERATING. No longer are we&nbsp; posting thinking that we are reaching a broad audience. <\/strong><\/p>\n<p style=\"text-align:center;\"><strong>We now know emphatically that we have to do more.&nbsp;<\/strong><\/p>\nThe new changes that offer Premium accounts a lot of great things are not going to be available to the rank-and-file, mom and pop marketers; so the real question is how to use Facebook as a small company.\n\nDeveloping a good marketing strategy involves assessing the challenge and finding a way to surmount it. In this instance, the challenge we are facing is that users continue to spend more time on the Facebook platform and we as marketers have to figure out how to get our brands to them in that medium.\n\n1.&nbsp; <strong>Maximize your presence<\/strong>. 17% of a good fan base is still 17%. Give them content, your affinity score with Facebook will increase more your fans engage with your content.\n\n2.&nbsp; <strong>Timeline Cover<\/strong>.&nbsp; Make it pop and plan to update it weekly to keep it fresh. It is much more space than a Profile photo ever allowed for.\n\n3.&nbsp;<strong> Pinning and Featuring.<\/strong>&nbsp; Use those tools to keep important posts dominant on your timeline.\n\n4.&nbsp; <strong>Advertising<\/strong>. Learn the ad platform and use it to promote your brand and grow your fan base.\n\nWant to hear more about advertising on Facebook? Join me at the University of Houston's Small Business Development Center on March 22 where I will present \"<a title=\"Advertising on Facebook\" href=\"http:\/\/www.sbdc.uh.edu\/assnfe\/ev.asp?ID=1550\" target=\"_blank\">Advertising on Facebook<\/a>.\"","date_modified":"2012-03-13 13:54:44","createdby":"12","modifiedby":null,"newsdate":"2012-03-13 13:54:44","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"how-to-use-the-new-facebook-as-a-small-company","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/how-to-use-the-new-facebook-as-a-small-company","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"365","tagid":"62","tag":"facebook marketing","slug":"facebook-marketing"},{"newsid":"365","tagid":"85","tag":"houston marketing","slug":"houston-marketing"},{"newsid":"365","tagid":"110","tag":"marketing strategy","slug":"marketing-strategy"}],"tags":["62","85","110"],"taglinks":"<a href=\"\/blog\/tag\/facebook-marketing\">facebook marketing<\/a>, <a href=\"\/blog\/tag\/houston-marketing\">houston marketing<\/a>, <a href=\"\/blog\/tag\/marketing-strategy\">marketing strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"365","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"365","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"365","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["3","4","12"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"345","title":"\"Aggressively\" friendly -- otherwise known as \"New Orleanian\"","dateadded":"2012-03-06 09:55:26","article":"Random warning ... this post is exceedingly random.\n\nMarketing requires an understanding of cultures - social or business. I am sometimes struck by how dramatically cultures vary even over short distances. I currently live in Houston but was born and raise five hours away in New Orleans.\n\nI was recently described as \"aggressively friendly\" when I am out bike riding or walking in my neighborhood. I say \"good morning\" or \"good afternoon\" to everyone whether they are five years old or ninety-five years old; all walks of life; no matter their mood or facial expression.\n\nOnly when I went home to New Orleans to visit did I realize what a New Orleans local trait that is. When I am there, I am part of the norm. It is very humanizing to walk down the street and have people look you in the eye and greet you. I think New Orleans lack of transient population historically has kept that greeting culture intact.\n\nI pondered the choices: (A) adapt to the culture in Houston or (B) continue marketing \"good morning\" to all in my path. I have opted for B. It may sound ridiculous but I love seeing the smile that you get from people who were not expecting that greeting. I find myself hoping that they greet the next person and a positive energy is generated.\n\nAnd that all relates back to marketing ... isn't that what all marketing is trying to accomplish? Don't we strive get people to feel positive about a brand or experience and then share that experience with the next person they meet?\n\nIs there a difference in messaging on a social media platform than greeting 25 people on a bike ride?&nbsp; Yes, of course, but ultimately I am working to win people over to my \"aggressively friendly\" posture where a greeting becomes the norm not the oddity. Besides, my odds of reaching them are far better than the 17% that Facebook tells me I reach with my Fan posts.\n\n&nbsp;\n\n&nbsp;","date_modified":"2012-03-06 09:55:26","createdby":"12","modifiedby":null,"newsdate":"2012-03-06 09:55:26","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"aggressively-friendly-otherwise-known-as-new-orleanian","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/aggressively-friendly-otherwise-known-as-new-orleanian","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"taglinks":false},"categoryinfo":{"info":[{"newsid":"345","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"345","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"345","catid":"18","category":"Word of Mouth Marketing","slug":"word-of-mouth-marketing"}],"categories":["3","9","18"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/word-of-mouth-marketing\">Word of Mouth Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"341","title":"AMA Houston:  \"Marketing to Death |  Plan Now & Rest in Peace\"","dateadded":"2012-01-14 15:34:25","article":"<p style=\"text-align:center;\"><strong>\"Dying is like getting audited by the IRS. It is something that only happens to other people ... until it happens to you.\"<\/strong><\/p>\n<p style=\"text-align:center;\"><strong>That line summarizes the challenges of the death care industry:&nbsp; they need to convince people that pre-planning is key.<\/strong><\/p>\nPresented by Philip C. Jacobs, Senior Vice President, Chief Marketing Officer Service Corporation International (SCI). Summary written by Michelle LeBlanc of Blue Sky Marketing.\n\n<strong>2.4 Million Americans Die Each Year ...&nbsp; <\/strong>\n\nAccording to the Federal Trade Commission, \"Funerals rank among the most expensive purchases many consumers will ever make. Yet even if you're the kind of person who might haggle with a dozen dealers to get the best price on a new car, you're likely to feel uncomfortable comparing prices or negotiating over the details and cost of a funeral, pre-need or at need. Compounding this discomfort is the fact that some people \"overspend\" on a funeral or burial because they think of it as a reflection of their feelings for the deceased. \" Thank you, FTC, for bringing that to our attention and now back to our speaker \u2026\n\n<strong>And yet convincing people to plan is the challenge...<\/strong>\n\nOne of the more interesting things that Phil brought to the table is that that marketing death care has the same inherent challenges as any industry:&nbsp; lead generation for pre-planning for their 3,500 sales people in the field, gaining share of voice in an industry populated by mom and pop entities (think of the family from \"<a title=\"Six Feet Under\" href=\"http:\/\/www.hbo.com\/six-feet-under\/index.html\" target=\"_blank\">Six Feet Under<\/a>\"), and managing relationships with industry partners. As the only national brand (with a 13% market share), they have a unique marketing challenge.\n\n<strong>SCI's Marketing Vision:<\/strong> All Americans have a funeral plan through SCI's prearranged funeral planning.\n\n<strong>Messages that Seem to Resonate with Consumers:<\/strong>\n<ul>\n\t<li>Have the conversation.<\/li>\n\t<li>Protect your family by preplanning.<\/li>\n\t<li>Tell your story your way.<\/li>\n\t<li>This is not funeral planning: this is a celebration of life.<\/li>\n\t<li>The most memorable services are pre-planned by the departed.<\/li>\n<\/ul>\n<strong>All roads lead to digital data collection (even in death care marketing). <\/strong>\n\nPhil led the push to contemporize SCI's approach to marketing death care pre-planning. SCI has reframed their approach and provide easy access to pre-plan funerals online. They have recently launched an iPad App with a \"Tell Your Story\" focus that engages consumers with questions feeding an algorithm to identify their personal end-of-life&nbsp; style. This complements their existing website portals engaging consumers for planning. Even in death care marketing, a sound digital strategy is key to lead generation.\n\n<strong>Random Aside: <\/strong>\n\nThe <a title=\"National Museum of Funeral History\" href=\"http:\/\/www.nmfh.org\/\" target=\"_blank\">National Museum of Funeral History<\/a> is based here in Houston.&nbsp; Their tagline is brilliant:&nbsp; \"Any day above ground is a good one.\" \u2122","date_modified":"2012-01-14 15:34:25","createdby":"12","modifiedby":null,"newsdate":"2012-01-14 15:34:25","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"ama-houston-marketing-to-death-plan-now-rest-in-peace","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/ama-houston-marketing-to-death-plan-now-rest-in-peace","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"341","tagid":"24","tag":"ama houston","slug":"ama-houston"},{"newsid":"341","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"341","tagid":"47","tag":"consumer behavior","slug":"consumer-behavior"},{"newsid":"341","tagid":"110","tag":"marketing strategy","slug":"marketing-strategy"}],"tags":["24","34","47","110"],"taglinks":"<a href=\"\/blog\/tag\/ama-houston\">ama houston<\/a>, <a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/consumer-behavior\">consumer behavior<\/a>, <a href=\"\/blog\/tag\/marketing-strategy\">marketing strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"341","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"341","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"},{"newsid":"341","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["3","5","9"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"336","title":"The Lone Marketer:  How to Balance Strategy and Execution in a Department of One","dateadded":"2011-10-28 16:25:11","article":"<strong><\/strong>I was reminded today that when you attend any event: &nbsp;the marketing of the event greatly impacts your actual experience at the event. And just as importantly, each participant applies their own personal lens to the event topic and greatly affects how they experience the event. Each of us hears words differently and through the lens of our own life.\n\n<strong>\"The Lone Marketer:&nbsp; How to Balance Strategy and Execution in a Department of One\"<\/strong> event was marketed via e-mail as:\n<p style=\"padding-left:90px;\"><span style=\"color:#ff9900;\">\"From a panel of Sales and Marketing experts, attendees will learn:<\/span><\/p>\n\n<ul style=\"padding-left:90px;\">\n\t<li><span style=\"color:#ff9900;\">Expert advice on how to make the time to think strategically but focus on the daily execution details<\/span><\/li>\n\t<li><span style=\"color:#ff9900;\">Best practice examples of making the balance easier<\/span><\/li>\n\t<li><span style=\"color:#ff9900;\">How to avoid common mistakes that undermine your success and leadership buy-in.\"<\/span><\/li>\n<\/ul>\nWhat struck me was that I read the description above and what stood out to me personally was \"<strong>Best practice examples of making the balance easier<\/strong>\" and I showed up looking for that.&nbsp; Social scientists would tell you that we each pay attention most to what is relevant to us. In my stage of life, which would best be classified as insanely busy, this one component of the topic stood out as THE topic.&nbsp; I applied personal blinders to the rest of the topic and initially felt frustration with the speakers. As I looked at the list of takeaways marketed, I did realize that the speakers covered all of these topics.\n\n<strong>Speaker Takeaways<\/strong>\n\n<strong>Christine Spray, CEO, <a href=\"http:\/\/strategiccatalystinc.com\/\" target=\"_blank\">Strategic Catalyst<\/a><\/strong>\n\nChristine focuses on enhancing profitability and launching marketing initiatives. She shared her perspective on how to achieve success in growing your business.\n\nIf you ever need someone to help a rookie business development team learn business development marketing strategies; I can highly recommend Christine. Her business development and networking tactics were spot on.\n\nImportant note on goals from Christine:&nbsp; <em>Identify what is the one thing that you can do that would be the biggest impact in your success? Write it down. Dreams are in your head; goals are written down. <\/em>\n\n<strong>Craig Yoss, Director of Marketing and Business Development, <a href=\"http:\/\/www.rstahl.com\/\" target=\"_blank\">R. Stahl, Inc.<\/a> <\/strong>\n\nR Stahl makes switch products for oil and gas industry. Craig has the privilege of being the lone marketer there and immediately connected with the audience through a series of questions. His presentation focused on the key points for Lone Marketers:\n<ul>\n\t<li>How to not start overwhelmed<\/li>\n\t<li>Start with the end in Mind &mdash; start with a strategy<\/li>\n\t<li>Marketing is not an individual sport<\/li>\n\t<li>Prioritize. Recognize that you can't do everything.<\/li>\n\t<li>Challenge the norm. Do not follow everyone in your industry.<\/li>\n\t<li>Sales Wish List &mdash; create it and note it.<\/li>\n<\/ul>\n<strong>Trevor Eade, <a title=\"MATCOR\" href=\"http:\/\/matcor.com\/\" target=\"_blank\">MATCOR<\/a><\/strong>\n\nTiaras make great tools to represent that good marketers wear many hats &mdash; since we rule our own universe. Trevor did not say this but his speech brought to mind, \"sometimes that universe can be unruly so keeping your sense of humor is relevant.\"\n\nHerding cats is a responsibility of a lone marketer meaning you must do all the day-to-day marketing functions while ensuring that your plans fit within your corporate strategy. Trevor's statement for success:&nbsp; Understand and immerse yourself in the industry that you are marketing so that you can become a leading voice &mdash; that is the only way you can write the blogs, organize the AdWords, and complete all the tactics.\n\n<strong>Bill Courtney, Director of Marketing, Rice University<\/strong>\n\nAs the moderator for the event, Bill Courtney opened and closed with the reminder that integrated marketing planning requires addressing all points of touch which means lone marketers deserve an infinite amount of respect.","date_modified":"2011-10-28 16:25:11","createdby":"12","modifiedby":null,"newsdate":"2011-10-28 16:25:11","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"the-lone-marketer-how-to-balance-strategy-and-execution-in-a-department-of-one","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/the-lone-marketer-how-to-balance-strategy-and-execution-in-a-department-of-one","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"taglinks":false},"categoryinfo":{"info":[{"newsid":"336","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"336","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"336","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"336","catid":"20","category":"Work ethic","slug":"work-ethic"}],"categories":["3","4","9","20"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/work-ethic\">Work ethic<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"330","title":"Keeping Girl Scouts Relevant","dateadded":"2011-10-13 06:54:36","article":"Yesterday, I had the opportunity to see Mary Vitek, CEO for Girl Scouts of San Jacinto Council speak. The event title \"Girl Scouts: an iconic facelift\" with a focus on marketing changes to keep the Girl Scouts relevant in the modern world.\n\nAs a lifelong Girl Scout (coerced at times by my family and sometimes willingly) I was enthusiastic. Ironically, the relevance and need for Girl Scouts was <span style=\"text-decoration:underline;\">reinforced by the person introducing our speaker at this industry luncheon<\/span>. As he introduced our speaker, the man made jokes about women and hormones in the workplace; I thought to myself \"this is why we need Girl Scouts\".&nbsp; Girls still need a place where they can be treated with respect and without that type of silly yet harmful derision. They need that to grow up to be the leaders of tomorrow. That is just one thing that Girl Scouting supports.\n\nOur speaker presented on the new brand position or <a title=\"Hedgehog Principle\" href=\"http:\/\/www.wikisummaries.org\/Good_to_Great:_Why_Some_Companies_Make_the_Leap..._and_Others_Don%27t\" target=\"_blank\">hedgehog principle<\/a> for Girl Scouts: Leadership.&nbsp; What is important for some to hear is that Girl Scouts doesn't think every woman will be a corporate leader; the focus is to <strong>lead wherever you are<\/strong>:&nbsp; Community, Business, Home, Wherever.\n\nThe presentation began with their stated mission to \"Engage girls in discovering themselves, connecting with others, and taking action to make the world a better place.\"&nbsp; From a branding perspective, the Girl Scouts story she told was interesting and a testimony to good brand management. The Girl Scouts management team followed excellent governance&nbsp; by first focusing on realigning their operations and processes before updating the brand.\n\nAs a lifelong Girl Scout, I think the brand changes were positive. They allow this 100-year old organization to retain its history while maintaining its relevance to the modern girl or young woman.&nbsp; Leadership skill building in women is more important than ever.\n\nReminded of the value that Girl Scouts brought to my life; I went up to speak to Mary after the event to talk about volunteering. Imagine my surprise when I noted that her name tag read \"<strong>Boy<\/strong> Scouts of San Jacinto Council\" (photo attached).&nbsp; Just as the person introducing her interjected female stereotypes into the presentation; the person who set up Mary's name tag introduced their own bias. The luncheon overall (silly blunders included) reinforced to me why&nbsp; Girl Scouts need to be supported in their mission.\n\nHouston is hosting the <a title=\"Girl Scout Convention\" href=\"http:\/\/www.gssjc.org\/convention2011\/\" target=\"_blank\">Girl Scout Convention<\/a> November 8 - 13. It is a good chance to reengage with this wonderful organization. Or better yet, make a <a title=\"Donate to Girl Scouts of San Jacinto Council\" href=\"http:\/\/www.gssjc.org\/donate.cfm\" target=\"_blank\">donation<\/a> to the Girl Scouts of San Jacinto Council today.\n\n<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2011\/10\/mary-vitek.jpg\"><img class=\"alignleft size-full wp-image-333\" title=\"Mary Vitek\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2011\/10\/mary-vitek.jpg\" alt=\"\" width=\"640\" height=\"480\" \/><\/a>","date_modified":"2011-10-13 06:54:36","createdby":"12","modifiedby":null,"newsdate":"2011-10-13 06:54:36","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"keeping-girl-scouts-relevant","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/keeping-girl-scouts-relevant","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"330","tagid":"69","tag":"Girl Scouts","slug":"girl-scouts"},{"newsid":"330","tagid":"97","tag":"leadership","slug":"leadership"},{"newsid":"330","tagid":"105","tag":"marketing","slug":"marketing"}],"tags":["69","97","105"],"taglinks":"<a href=\"\/blog\/tag\/girl-scouts\">Girl Scouts<\/a>, <a href=\"\/blog\/tag\/leadership\">leadership<\/a>, <a href=\"\/blog\/tag\/marketing\">marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"330","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"330","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"},{"newsid":"330","catid":"20","category":"Work ethic","slug":"work-ethic"}],"categories":["3","5","20"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>, <a href=\"\/blog\/category\/work-ethic\">Work ethic<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"327","title":"In the week of tributes to Steve Jobs","dateadded":"2011-10-08 08:20:03","article":"Warning:&nbsp; This is a rambling sort of post.\n\nMy first job out of my MBA program in 1994 was with a company making Macintosh compatible RAID (redundant array of inexpensive storage devices) system and memory products. This was during Jobs' absence from Apple and you could sense a category in confusion at the annual Macworld conferences.\n\nMacworld 1995 actually gave me my one of my favorite success stories of all time. It involved meeting a fellow Louisianian in the Starbucks outside Moscone to find out 10 minutes later that he was the trade show floor foreman. Never before has a 12-station networked booth gone up so quickly in Moscone. What should have been a three-day set-up was accomplished in six hours freeing me up to wander around and see the technology options. 1995 was a long time ago in technology speak. The RAID systems that I was marketing were probably 500MB (megabytes) back when optical storage devices were still being used for backup and floppies still existed.\n\nApple and the technology he pushed for helped us move forward. Not everyone had e-mail in 1995; people still faxed; I had a marketing firm in Connecticut still doing \"boards\" for creative before putting in layouts electronically; Adobe Creative Suite was not quite what it is today.&nbsp; I am only 42 and I can remember life before e-mail.&nbsp; My music was on CD in 1995. My 1TB hard drive fits in the pocket of my briefcase. My book and music collection are stored on that drive. My life is better thanks to that technology. I can run a productive marketing consulting firm from anywhere in the world -- all while listening to iTunes.\n\nThat is my rambling way of saying: Steve Jobs impacted my life and yours too if you think carefully.","date_modified":"2011-10-08 08:20:03","createdby":"12","modifiedby":null,"newsdate":"2011-10-08 08:20:03","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"in-the-week-of-tributes-to-steve-jobs","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/in-the-week-of-tributes-to-steve-jobs","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"taglinks":false},"categoryinfo":{"info":[{"newsid":"327","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"319","title":"Tuam St in Houston, Texas","dateadded":"2011-07-05 09:42:07","article":"Summer continues and my bike rides continue to make my brain bounce around&nbsp;sociologically&nbsp;and economically.\n\nToday, I challenge any readers of this post to take a ride (bike or car) East on Tuam St.\n\nStart in Midtown on Brazos or Bagby. Note how you are in the heart of Midtown apartment lands full of upwardly mobile professionals. Cross 288 and note how quickly&nbsp;this highway divide (formerly a railroad divide) changes the environment.\n\nImmediately at intersection of 288 and Tuam is a burned out house. Within six blocks, you cross from one of the most gentrified neighborhoods in Houston into one of the poorest. Houses falling down, burned out shells of homes, people walking to work or to the corner store. How does that happen? How does abject poverty exist so closely to middle class prosperity?\n\nAs you cross back over 288, look to your right and see the thriving metropolis that is downtown Houston and one of the industrially wealthiest cities in the country. Look to the left at the world class Texas Medical Center and wonder to yourself as I did, how did this neighborhood get overlooked in our ascendency?\n\nComing from a person who is a fairly Libertarian and capitalistic in her views, this boggles my mind.\n\n<strong>3\/13\/2012 Update:&nbsp; The burned out house and many others have been torn down in the past months; development is coming.<\/strong>","date_modified":"2011-07-05 09:42:07","createdby":"12","modifiedby":null,"newsdate":"2011-07-05 09:42:07","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"tuam-st-in-houston-texas","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/tuam-st-in-houston-texas","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"319","tagid":"42","tag":"city development","slug":"city-development"},{"newsid":"319","tagid":"83","tag":"Houston","slug":"houston"},{"newsid":"319","tagid":"149","tag":"regentrification","slug":"regentrification"}],"tags":["42","83","149"],"taglinks":"<a href=\"\/blog\/tag\/city-development\">city development<\/a>, <a href=\"\/blog\/tag\/houston\">Houston<\/a>, <a href=\"\/blog\/tag\/regentrification\">regentrification<\/a>"},"categoryinfo":{"info":[{"newsid":"319","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"319","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"}],"categories":["4","5"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"317","title":"What a great success story","dateadded":"2011-07-05 08:24:26","article":"I really love the advice: &nbsp;follow a proven model with your authentic idea.\n\nhttp:\/\/www.inc.com\/articles\/201106\/how-amanda-steinberg-turned-her-idea-for-dailyworth-into-a-successful-business.html\n\n&nbsp;","date_modified":"2011-07-05 08:24:26","createdby":"12","modifiedby":null,"newsdate":"2011-07-05 08:24:26","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"what-a-great-success-story","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/what-a-great-success-story","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"317","tagid":"60","tag":"email marketing","slug":"email-marketing"}],"tags":["60"],"taglinks":"<a href=\"\/blog\/tag\/email-marketing\">email marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"317","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["9"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"312","title":"Meandering Summer Bike Rides in Houston","dateadded":"2011-07-03 16:36:04","article":"I have taken to long, meandering bike rides around Houston which I find amazingly good for my marketing brain.&nbsp;As you pass through neighborhoods, you get a true sense of how differently people live. My current favorite route takes me from Midtown through Alabama to Columbia Tap's Rails to Trails route.\n\nThis community never ceases to amaze me. Pass by at 7:00 a.m. and watch women gathering in \"our Park\" for a morning exercise class; continue by a side yard with 20 odd and assorted office chairs and wander what the heck that is about; and be greeted by \"old-timers\" who are working in the community garden. &nbsp;Do that same ride at 5:30 on a Friday and you learn that the 20 chairs is the local community gathering spot full of men playing cards and \"monitoring\" the community.\n\nContinuing on Columbia Tap north, you pass under I-45 and head into an industrial zone mingled with a quickly changing EaDo. As the new Houston Dynamo stadium is being built, you can feel the neighborhood changing. And wonder what it will be like in 10 years. Will the proliferation of condos and apartment building yield a neighborhood with a sense of community seen in the old \"Third Ward\" or will it yield disparate groups of transient young people passing each other in parking garages?\n\nThe last leg of this favorite ride is through Discovery Green and Downtown. In this unbelievably hot summer, the park is covered in families. And it is predominantly Hispanic families of late who seem to have en masse discovered the cool sprinkler fun that Discovery Green offers. And I wonder how does the word spread about those fountains? &nbsp;From a marketing perspective, if a client could so reliably reach a particular audience, they would be thrilled. &nbsp;And lastly, I pass by Toyota Center and am amazed at the flood of people that match to whatever event is happening that night. I find myself trying to guess the ye type of act based on the crowd merging towards Toyota Center -- is it country? R&amp;B? or 80's hair band?\n\nSo, I am reminded on my rambling bike rides that in a city as widely diverse as Houston, people self-select activities to be with people who look, dress, and share their same social heritage. And why is that? What evolutionary or cultural instinct or mechanism is at play? &nbsp;And as a marketer, do you really target them based on those criteria? Does that&nbsp;segmentation&nbsp;marketing instinct (Hispanic targeted marketing or African-American focused or whatever target) reinforce stereotypes and cultural divides? Will it push us further apart as a people?","date_modified":"2011-07-03 16:36:04","createdby":"12","modifiedby":null,"newsdate":"2011-07-03 16:36:04","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"meandering-summer-bike-rides-in-houston","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/meandering-summer-bike-rides-in-houston","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"312","tagid":"57","tag":"diversity","slug":"diversity"},{"newsid":"312","tagid":"105","tag":"marketing","slug":"marketing"},{"newsid":"312","tagid":"147","tag":"random","slug":"random"}],"tags":["57","105","147"],"taglinks":"<a href=\"\/blog\/tag\/diversity\">diversity<\/a>, <a href=\"\/blog\/tag\/marketing\">marketing<\/a>, <a href=\"\/blog\/tag\/random\">random<\/a>"},"categoryinfo":{"info":[{"newsid":"312","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"}],"categories":["5"],"categorylinks":"<a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"308","title":"What I learned from my Mom about marketing and management","dateadded":"2011-05-08 08:32:14","article":"I am the youngest of eight (8) children, my Mom was a superior marketer and manager in many ways and here are things I learned from her.\n<ol>\n\t<li><strong>Energy.<\/strong> There is always more time and a deeper reserve of energy for projects that need to get done today.<\/li>\n\t<li><strong>Give Back.<\/strong> When I was growing up, my mom was the board president for the SELA Girl Scout Council and tirelessly worked as a fundraiser for the organization.<\/li>\n\t<li><strong>Know your customers and give them what they want.<\/strong> My mom made breakfast every day. If you had a big day, she made sure your favorite breakfast hit the table without having to ask.<\/li>\n\t<li><strong>Keep it calm<\/strong>. Mom woke all of us up each morning, there were no jangling alarm clocks. We started off our days with calm and hopefully held that feeling all day. Alarmist mentality is not beneficial.<\/li>\n\t<li><strong>It takes a Team.<\/strong>&nbsp;There is NO raising eight children without sharing the load. Brothers babysat, aunts helped with car pools, outsourcing occurred when time was too tight.<\/li>\n\t<li><strong>Thank People.<\/strong> Always thank people for the contribution they bring to the table -- big or small.<\/li>\n<\/ol>\n<span style=\"font-size:small;\"><span class=\"Apple-style-span\" style=\"line-height:24px;\">Mom, Thank you for all your dedication and support over the course of my life.&nbsp;<\/span><\/span><span class=\"Apple-style-span\" style=\"font-size:small;\">Happy Mother's Day<\/span>","date_modified":"2011-05-08 08:32:14","createdby":"12","modifiedby":null,"newsdate":"2011-05-08 08:32:14","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"what-i-learned-from-my-mom-about-marketing-and-management","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/what-i-learned-from-my-mom-about-marketing-and-management","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"308","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"},{"newsid":"308","tagid":"182","tag":"work ethic","slug":"work-ethic"}],"tags":["117","182"],"taglinks":"<a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>, <a href=\"\/blog\/tag\/work-ethic\">work ethic<\/a>"},"categoryinfo":{"info":[{"newsid":"308","catid":"20","category":"Work ethic","slug":"work-ethic"}],"categories":["20"],"categorylinks":"<a href=\"\/blog\/category\/work-ethic\">Work ethic<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"306","title":"Mother's Day Marketing","dateadded":"2011-05-07 15:41:54","article":"On \"Mother's Day Eve\", which is what it should be called since Mother's Day is the fourth largest spending holiday*, I am wrapping up several retail based Mother's Day marketing campaigns. And once again, the marketing strategy was based on understanding the target consumers.\n\nI am likely to be accused of stereotyping but the marketing results I am about to report support this statement: &nbsp;Mother's Day is about men in a panic to book Mother's Day events for their wives. &nbsp;(Or grown children looking to shower Mom with gifts but that is another case study.)&nbsp;The panicked male audience lend itself incredibly well to online marketing and targeted small budgets.\n\nCase Study:\n\nAs Blue Sky Marketing, I work with a fine dining restaurant client that is offering a Mother's Day brunch this year&nbsp;for the first time. The marketing plan focused on last minute reservers; i.e. people who realized in the week immediately prior to Mother's Day that they had to book something and do it NOW.\n\nAlthough we had done some in-person marketing with collateral hand-outs, we entered the 10-day period prior to Mother's Day with a light reservation count which did not surprise me. &nbsp;We launched our PPC campaign on Google on the Friday one week prior to Mother's Day. We laser-focused our keywords on very specific search terms with very specific ads. Result: &nbsp;We had a huge spike in online reservations. We followed that success up with a scheduled \"Last Call\" e-mail to make your reservations now. Result: &nbsp;By Wednesday of this week, the Mother's Day Brunch had moved to SOLD OUT status with over 250 guests expected.\n\n<strong>Total Ad Spend<\/strong>: &nbsp;$173.85 (that is less than $1 per guest expected tomorrow)\n\nHow would you feel about a sell-out crowd with that level of investment?&nbsp;Focus, understand your target, and speak to them clearly ... marketing truisms that are more important than ever in the digital marketing era.\n\n*&nbsp;<a title=\"CNBC data on spending\" href=\"http:\/\/www.cnbc.com\/id\/42358073\/The_Biggest_Holidays_for_Spending?slide=5\" target=\"_blank\">Share of holiday spending<\/a>: 6.5 percent ,&nbsp;2010 spending: $14.88 billion,&nbsp;Change from 2009: +4.1 percent\n<div id=\"ssPhotoCaptionScroll\">\n<div id=\"ssPhotoCaption\">\n\n<\/div>\n<\/div>\n<div id=\"ssPhotoTools\"><\/div>","date_modified":"2011-05-07 15:41:54","createdby":"12","modifiedby":null,"newsdate":"2011-05-07 15:41:54","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"mothers-day-marketing","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/mothers-day-marketing","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"306","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"306","tagid":"47","tag":"consumer behavior","slug":"consumer-behavior"},{"newsid":"306","tagid":"60","tag":"email marketing","slug":"email-marketing"},{"newsid":"306","tagid":"95","tag":"lead genearation","slug":"lead-genearation"},{"newsid":"306","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"306","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"306","tagid":"144","tag":"PPC advertising","slug":"ppc-advertising"}],"tags":["34","47","60","95","132","138","144"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/consumer-behavior\">consumer behavior<\/a>, <a href=\"\/blog\/tag\/email-marketing\">email marketing<\/a>, <a href=\"\/blog\/tag\/lead-genearation\">lead genearation<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/ppc-advertising\">PPC advertising<\/a>"},"categoryinfo":{"info":[{"newsid":"306","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"306","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"},{"newsid":"306","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"306","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["3","5","9","12"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"301","title":"TV Ad Spending vs Internet Ad Spending, 2000 to the present","dateadded":"2011-04-19 10:54:51","article":"http:\/\/e.ccialerts.com\/a\/hBNraGTAHJQfmAexGg3NeSfPhJC\/clck57","date_modified":"2011-04-19 10:54:51","createdby":"12","modifiedby":null,"newsdate":"2011-04-19 10:54:51","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"tv-ad-spending-vs-internet-ad-spending-2000-to-the-present","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/tv-ad-spending-vs-internet-ad-spending-2000-to-the-present","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"taglinks":false},"categoryinfo":{"info":[{"newsid":"301","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["9"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"298","title":"Getting out of your head","dateadded":"2011-04-12 08:19:22","article":"Not, going out of your mind.\n\nThis morning began at 4:30 a.m., I hunkered down with my laptop and coffee and began my day. By 7:00, my brain was going fuzzy, I was struggling to find a solution and I knew that I needed a distraction.\n\nHit my bike for a short ride to the park, ran the golf course, and on the cool down ride home, IT happened. It? I got out of my head enough that the solution could develop.\n\nDistractions are an important part of our brain's process -- whether that is riding a bike or looking at Facebook for two minutes -- we have to give ourselves opportunities for creative thought to germinate.\n\nIt was a good reminder. And here I am ... back at my laptop at 8:20 a.m. full of fresh energy to tackle my day.","date_modified":"2011-04-12 08:19:22","createdby":"12","modifiedby":null,"newsdate":"2011-04-12 08:19:22","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"getting-out-of-your-head","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/getting-out-of-your-head","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"taglinks":false},"categoryinfo":{"info":[{"newsid":"298","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"},{"newsid":"298","catid":"20","category":"Work ethic","slug":"work-ethic"}],"categories":["5","20"],"categorylinks":"<a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>, <a href=\"\/blog\/category\/work-ethic\">Work ethic<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"295","title":"Blog writing","dateadded":"2011-03-18 21:07:48","article":"I owe Blue Sky Marketing a blog.\n\nI had a great meeting with a client this week talking about how once they started on a social media platform, they need to stick with it.\n\nSuch good advice, how is it that it is hard to live by the advice we give others? \"Cobbler's shoes\", \"follow my words, not what I do\" ... all those phrases from the \"real\" world apply to our online world.\n\nMy blog languishes because my business is active and busy. My blog languishes because being in the business takes over growing the business. And ultimately that is positive because my clients are keeping me busy but it also keeps me cognizant of why they can sometimes fall off the social media wagon -- or in other words -- it keeps me human.","date_modified":"2011-03-18 21:07:48","createdby":"12","modifiedby":null,"newsdate":"2011-03-18 21:07:48","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"blog-writing","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/blog-writing","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"taglinks":false},"categoryinfo":{"info":[{"newsid":"295","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["12"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"292","title":"SuperBowl ad fatigue","dateadded":"2011-02-09 09:28:39","article":"Enough. It is Wednesday, the game was three days ago. I do not want any more e-mails from AdAge, AdWeek, SmartBrief, or anyone else with SuperBowl in the Subject line.\n\nMove along, there is nothing to see here. &nbsp;Game over. What other cliche can I use to get the madness to stop?","date_modified":"2011-02-09 09:28:39","createdby":"12","modifiedby":null,"newsdate":"2011-02-09 09:28:39","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"superbowl-ad-fatigue","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/superbowl-ad-fatigue","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"taglinks":false},"categoryinfo":{"info":[{"newsid":"292","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"290","title":"How BBVA Compass uses employee feedback to fine-tune engagement","dateadded":"2011-01-14 06:56:23","article":"Great blog below from William Trout of BBVA. Based here in Houston, Will has an interesting challenge in managing internal communications for a widely dispersed team.\n\nBBVA Compass uses a quarterly survey of workers to track how well it's engaging workers with its communication efforts, says William Trout, director of internal communications for the bank. For example, the company monitors progress toward its engagement goals by looking at whether employees recall messages.\n\nhttp:\/\/smartblogs.com\/workforce\/2011\/01\/13\/how-bbva-compass-shares-its-employee-value-proposition\/\n\n&nbsp;","date_modified":"2011-01-14 06:56:23","createdby":"12","modifiedby":null,"newsdate":"2011-01-14 06:56:23","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"how-bbva-compass-uses-employee-feedback-to-fine-tune-engagement","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/how-bbva-compass-uses-employee-feedback-to-fine-tune-engagement","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"290","tagid":"46","tag":"communications","slug":"communications"}],"tags":["46"],"taglinks":"<a href=\"\/blog\/tag\/communications\">communications<\/a>"},"categoryinfo":{"info":[{"newsid":"290","catid":"4","category":"Business Strategy","slug":"business-strategy"}],"categories":["4"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"286","title":"Business Resolutions for the new year","dateadded":"2011-01-12 09:10:21","article":"2010 was an amazing year for me and my marketing strategy business so I am making resolutions this year to continue my business focus.\n\n1. &nbsp;Marketing Blog - I will post weekly. I read so many articles and I have marketing and industry ideas floating around in my head. I will share my random musings via my blog, maybe someone who is looking for a new idea will benefit.\n\n2. Client Appreciation - I will appreciate my clients and let them know that I appreciate them. Without them I would not exist. So many times when people think of marketing, they focus on new customer acquisition and forget their existing customers, I will not fall into that trap.\n\n3. Growth - 2011 is a great year for growth. The recession is over, time to create new companies and find new opportunities. Personal growth, business growth ... it's all good.\n\n4. &nbsp;Pro Bono Work - I had the opportunity in 2010 to work with <a title=\"Search Homeless Services\" href=\"http:\/\/searchhomeless.org\/\" target=\"_blank\">SEARCH Homeless Services<\/a>. They are an amazing organization doing tough work -- the recession put many more people on the streets and coupled that with fewer donations as people held onto their money. I am committed to continuing to support them in 2011.\n\nWhat do you plan for your Business resolutions for the new year?","date_modified":"2011-01-12 09:10:21","createdby":"12","modifiedby":null,"newsdate":"2011-01-12 09:10:21","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"business-resolutions-for-the-new-year","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/business-resolutions-for-the-new-year","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"286","tagid":"40","tag":"business resolutions","slug":"business-resolutions"}],"tags":["40"],"taglinks":"<a href=\"\/blog\/tag\/business-resolutions\">business resolutions<\/a>"},"categoryinfo":{"info":[{"newsid":"286","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"278","title":"New brand launches","dateadded":"2010-12-09 05:48:21","article":"The one thing that is always consistent in brand launches ... the inevitable rush at the end to do all the last minute things that your detailed plan does not include.\n\nI came to the opinion this week that what separates good marketers from the great is that great marketers have an ability to handle that last minute stress and all those details with aplomb. They stay calm, look for alternative solutions, and make a calm decision when there is conflict.\n\nWhich leads me to the question ... is that a learned or innate behavior? Can a company take a smart employee and help them learn to manage work stress more effectively? Should they?","date_modified":"2010-12-09 05:48:21","createdby":"12","modifiedby":null,"newsdate":"2010-12-09 05:48:21","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"new-brand-launches","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/new-brand-launches","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"278","tagid":"41","tag":"business strategy","slug":"business-strategy"},{"newsid":"278","tagid":"110","tag":"marketing strategy","slug":"marketing-strategy"},{"newsid":"278","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"}],"tags":["41","110","117"],"taglinks":"<a href=\"\/blog\/tag\/business-strategy\">business strategy<\/a>, <a href=\"\/blog\/tag\/marketing-strategy\">marketing strategy<\/a>, <a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>"},"categoryinfo":{"info":[{"newsid":"278","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"269","title":"Study measures brand lift through mere impressions","dateadded":"2010-11-27 04:21:08","article":"\"The key finding of this study is that online digital&nbsp;media assets have considerable branding&nbsp;influence, and that specific combinations can&nbsp;significantly impact a brand's success. In fact,&nbsp;Internet users exposed to mere impressions&nbsp;of organic search results, paid search&nbsp;results, and online display advertising -- and&nbsp;all combinations thereof -- experience both&nbsp;measurable&nbsp;improvements in their&nbsp;perceptions of those brands, as well as their&nbsp;anticipated interactions with them. In short,&nbsp;this study proves that digital media assets have&nbsp;the power to affect brand equity <span style=\"text-decoration:underline;\">whether Internet&nbsp;users click on them or not.<\/span>\"\n\nRead the entire study and about the methodology in PDF.&nbsp;<a rel=\"attachment wp-att-270\" href=\"http:\/\/blueskymarketing.wordpress.com\/2010\/11\/27\/great-digital-media-study\/digitalmedia_2010\/\">iProspect digitalmedia_2010<\/a>","date_modified":"2010-11-27 04:21:08","createdby":"12","modifiedby":null,"newsdate":"2010-11-27 04:21:08","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"great-digital-media-study","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/great-digital-media-study","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"269","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"269","tagid":"138","tag":"online strategy","slug":"online-strategy"}],"tags":["132","138"],"taglinks":"<a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"269","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"269","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["9","12"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"265","title":"Social media \"bust\" on the way?","dateadded":"2010-11-16 08:59:05","article":"When I see so many articles and&nbsp;predictions&nbsp;on size of growth of social media and advertising on the social media sites ... it starts to feel reminiscent of the 90's dot.com boom and subsequent bust. All those sites with insane market values that went POOF. &nbsp;<span style=\"font-size:15.6px;\">Mobile's hype is of equal preponderance.<\/span>\n\nAt what point are mobile and social media advertising plays just the next tulip bulb? &nbsp;What if people get tired of Facebook or decide that their phone is a phone and not a toy? Random.\n\n&nbsp;","date_modified":"2010-11-16 08:59:05","createdby":"12","modifiedby":null,"newsdate":"2010-11-16 08:59:05","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"social-media-bust-on-the-way","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/social-media-bust-on-the-way","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"265","tagid":"110","tag":"marketing strategy","slug":"marketing-strategy"}],"tags":["110"],"taglinks":"<a href=\"\/blog\/tag\/marketing-strategy\">marketing strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"265","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"265","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["12","14"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"260","title":"Happy Halloween","dateadded":"2010-10-31 10:56:17","article":"A marketing tale across three years of Halloween. This year I am celebrating Halloween in Atlanta, I am from New Orleans and&nbsp;love&nbsp;holidays that involve costumes. &nbsp;2009 was a Las Vegas Halloween and 2008 was Washington D.C.\n\nAs you travel between cities you notice the personality portrayed in costumes. In Atlanta, it was a fairly safe party of Halloween costumes from the local Party City with a few risque options coming out later in the night. Vegas as you have already guessed was decadence -&nbsp;unbelievable&nbsp;amounts of skin and costumes to make your head jerk. &nbsp;And the D.C. difference, lots of people with political commentary to their costumes.\n\nIt reminds me of my <a title=\"Portland musings on shoes\" href=\"http:\/\/wp.me\/p10RIf-1a\" target=\"_blank\">shoe thoughts<\/a> when I was in Portland. We so often think of ourselves as Americans when we are really fifty independent States and some of that translates to very different personalities.\n\nAs we head into election week it is not a bad marketing thought to remember that we are all different and what makes our country great is that it was founded on the idea of respect for those differences.\n\nNo matter how you celebrate it, costume or not, wild or mellow, Happy Halloween!","date_modified":"2010-10-31 10:56:17","createdby":"12","modifiedby":null,"newsdate":"2010-10-31 10:56:17","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"happy-halloween","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/happy-halloween","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"260","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"260","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"}],"tags":["34","117"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>"},"categoryinfo":{"info":[{"newsid":"260","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"254","title":"Blogging for small businesses","dateadded":"2010-10-21 07:25:20","article":"<p>I have figured out why blogging is so hard for small businesses. You get started and you feel enthusiastic then slowly your days are filled up with new client projects and blogging gets pushed to the side. A successful business to business blog generates prospects, those very prospects can take an independent away from blogging and future development of leads. Interesting paradigm to battle in a small business or sole proprietorship. I frequently tell clients to not start a social media platform (blog, Facebook, Twitter) unless they are going to stay engaged. It seems I should follow my own advice. With a newfound appreciation of the time challenges, &nbsp;I will.<\/p>","date_modified":"2015-08-28 18:44:47","createdby":"12","modifiedby":"1","newsdate":"2010-10-21 00:00:00","pdflink":"","externalurl":"","highlighted":"0","presstype":"1","displayorder":null,"permalink":"blogging-for-small-businesses","author":"Michelle LeBlanc","thumbnail":"","headingphoto":null,"meta_title":"","meta_desc":"","is_hidden":"0","target":"","newslink":"\/blog\/blogging-for-small-businesses","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"254","tagid":"31","tag":"b2b marketing","slug":"b2b-marketing"},{"newsid":"254","tagid":"95","tag":"lead genearation","slug":"lead-genearation"},{"newsid":"254","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"254","tagid":"138","tag":"online strategy","slug":"online-strategy"}],"tags":["31","95","132","138"],"taglinks":"<a href=\"\/blog\/tag\/b2b-marketing\">b2b marketing<\/a>, <a href=\"\/blog\/tag\/lead-genearation\">lead genearation<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"254","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"254","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["3","12"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"248","title":"Growing your catering business - Fast Casual Executive Summit","dateadded":"2010-10-12 06:45:01","article":"I am attending the Fast Casual Executive Summit this week and focused on learning&nbsp;the&nbsp;latest in best practices. On Monday, the CEO of Fresh City presented on how his company grew their catering business by 40% last year (that's right in 2009).&nbsp; It is now 18% of his business.\n\nThis is the summary format of what his team focused on to achieve those goals. Good input&nbsp; for any fast casual concept seeking to grow their catering business.\n\n<strong>Manage what you measure.<\/strong>\n\nFresh City created a s simple chart of what is driving sales. Because 80% of your catering business comes from just 20% of those customers, it is an important monitoring tool.&nbsp; The report was reviewed weekly which forced them to focus on best clients and take care of them.\n\n<strong>Focused team. <\/strong>\n\nThey have a&nbsp;Catering Sales Manager that serves up to five of their locations. &nbsp;This position is salary and commission basis.&nbsp; Their only role is to find new accounts and nurture big accounts. Nothing else. &nbsp;They are not in Operations. They develop and manage relationships.\n\n<strong>Operations Consistency.<\/strong>\n\nMake deliveries consistent; ensure that the way things are packed is always the same.&nbsp; Deliver 15 minutes early to allow room for errors and items that are forgotten.&nbsp; You will LOSE catering business if you are late or make mistakes in the order. Food has to be good but on time delivery is key for catering.\n\n<strong>Order Taking. <\/strong>\n\nMake it easy for the clients to order whether online or on the phone.&nbsp; Certify your team on the phones as part of your training program.&nbsp; Do NOT allow people to answer the phone unless you are trained and can make customers feel confident.\n\nInspire confidence; say Yes with confidence. \"Sure, we will take care of you.\"\n\n<strong>Follow Up. <\/strong>\n\nFollow up on client experiences with your catering unit.&nbsp; Someone needs to call, e-mail, visit and ask \"did we deliver on the experience?\"\n\n<strong>Know the Audience. <\/strong>\n\nThree customers in a catering scenario, each with different needs:\n\n1. &nbsp;Order placer -- they want the order delivered right and on time.\n\n2. &nbsp;Person paying -- value expectations by corporate managers.\n\n3. &nbsp;Those consuming -- they want to love product.\n\n<strong>Summary. <\/strong>\n\nWhy do you lose accounts?&nbsp; You are not paying attention. Focus for results.\n\n&nbsp;","date_modified":"2010-10-12 06:45:01","createdby":"12","modifiedby":null,"newsdate":"2010-10-12 06:45:01","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"growing-your-catering-business-fast-casual-executive-summit","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/growing-your-catering-business-fast-casual-executive-summit","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"248","tagid":"39","tag":"business goals","slug":"business-goals"},{"newsid":"248","tagid":"41","tag":"business strategy","slug":"business-strategy"},{"newsid":"248","tagid":"63","tag":"Fast Casual Executive Summit","slug":"fast-casual-executive-summit"}],"tags":["39","41","63"],"taglinks":"<a href=\"\/blog\/tag\/business-goals\">business goals<\/a>, <a href=\"\/blog\/tag\/business-strategy\">business strategy<\/a>, <a href=\"\/blog\/tag\/fast-casual-executive-summit\">Fast Casual Executive Summit<\/a>"},"categoryinfo":{"info":[{"newsid":"248","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"248","catid":"4","category":"Business Strategy","slug":"business-strategy"}],"categories":["3","4"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"241","title":"Successful online marketing for law firms","dateadded":"2010-10-09 07:11:39","article":"When it comes to marketing your legal practice online, do you understand exactly what you need to have a successful website? Most law firms fail to incorporate all the elements that are crucial to a successful website.&nbsp;So what are the elements that your law firm's website needs?\n\n<span style=\"font-family:Georgia, 'Bitstream Charter', serif;line-height:24px;font-size:16px;\"><strong>1. &nbsp;Website Visibility.<\/strong> Web visibility (or popularity or optimization) refers to the overall visibility of your website on the Internet. &nbsp;Typically there are two ways a potential client can find your site:<\/span>\n<ul>\n\t<li>Through a search engine (such as Google, Yahoo or MSN). When it comes to the search engines, if your website does not show up on the 1st or 2nd page of the most common search phrases used by consumers when their online looking for an attorney, your site is not going to be found. Typically consumers search by typing in a geographic qualifier, along with a practice area and then the word lawyer or attorney. For example, \"New Orleans personal injury attorney\" or \"Houston workers' comp lawyer\".<\/li>\n\t<li>The other path to your website is via directories online. These are all the aggregator pages like SuperPages.com or GooglePlaces that will direct to you. Ask yourself, does your website show up at the top of the search engines for those types of searches? Is your site listed in high traffic legal directories? If the answer is no, don't expect to generate consistent business through the Internet.<\/li>\n<\/ul>\nNow, I hear you saying, we advertise on TV and in print, they will type in our website address. No \u2026 &nbsp;they won't. They will type in a name or phrase they heard or read into the Google search bar and hit Enter. The search box has become the primary method of navigation for many users. &nbsp;If your competitors are savvy, they are buying search terms in PPC campaigns around your name so your Website Visibility and ranking is important. High web visibility is the single most important component in successfully marketing your firm online.\n\n<span style=\"font-family:Georgia, 'Bitstream Charter', serif;line-height:24px;font-size:16px;\"><strong>2.  Design of Your Site.<\/strong> One of the most often overlooked but incredibly important factors in successfully marketing your firm on the Internet is having a website design that is visually appealing. Just as you would not go into the office in old jeans or torn shirts, your web presence tells people a lot about you. A visitor will generally make a judgment about you and your website <span style=\"text-decoration:underline;\">within three seconds<\/span> of visiting your site.<\/span>\n<ul>\n\t<li>Is your site outdated?<\/li>\n\t<li>Is the text difficult to read?<\/li>\n\t<li>Does your navigation system that makes it difficult for a user to find what they're looking for?<\/li>\n\t<li>If you answered Yes to any of these questions, you can say goodbye to that visitor. They will leave and go to the next site and now you've lost a potential client.<\/li>\n<\/ul>\nIt's crucial to have a visually appealing website that is organized in a way that will make it easy for visitors to find what they are looking for.\n\n<span style=\"font-family:Georgia, 'Bitstream Charter', serif;line-height:24px;font-size:16px;\"><strong>3. Website Content.<\/strong> It's not enough to simply have a few lines of text describing your various practice areas. Consumers are looking for information and the more informative your site is to visitors, the more you look like the expert in your field. &nbsp;Your content must be compelling and essentially needs to convince a visitor that you are the right firm to handle their legal matter.<\/span>\n\n<strong>4. &nbsp;Conversion Strength<\/strong>.&nbsp; Once you have a plan for a website that get good traffic and provides good content, the question should be \"What can I do to increase conversion rates of those visitors?\" Conversion in this situation is when you get a visitor to call your office or send a case evaluation request via an email or web form on your site.\n\nCertain elements can help increase the conversion rate of your site. Ask yourself these questions:\n<ul>\n\t<li>Does my site clearly indicate why a visitor should choose my firm to represent them?<\/li>\n\t<li>What makes my site stand out from my competitors?<\/li>\n\t<li>Is my phone number prominently displayed throughout the site? Is it easy to find?<\/li>\n\t<li>Do I have a form when consumers can contact me via email on my site?<\/li>\n<\/ul>\nAnything that can help convince a visitor to contact you will help the conversion strength of your website.\n\n<span style=\"font-family:Georgia, 'Bitstream Charter', serif;line-height:24px;font-size:16px;\"><strong>5. Website Monitoring<\/strong>.&nbsp;&nbsp; Now that you have #1 through #4 handled, you need to continue monitoring. Web analytics is the process of monitoring the behavior of your website visitors. It's not enough to simply have a Hit counter.<\/span>\n<ul>\n\t<li>Analytics can tell you where visitors are coming from, how long they stay on your site, how many pages they are viewing on average, which websites are referring you traffic, which keywords someone typed in to find you and much more. More importantly, they can tell you when a page's content is NOT working. If you have a dead-end page that turns people off, Analytics will tell you that so you can adjust.<\/li>\n<\/ul>\n<strong>Summary: <\/strong> A well done website can be an incredible source of business for those firms that know how to market their practice online. Is your practice's website meeting all of these criteria? If not, maybe it is time to get a professional opinion and assistance.","date_modified":"2010-10-09 07:11:39","createdby":"12","modifiedby":null,"newsdate":"2010-10-09 07:11:39","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"successful-online-marketing-for-law-firms","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/successful-online-marketing-for-law-firms","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"241","tagid":"31","tag":"b2b marketing","slug":"b2b-marketing"},{"newsid":"241","tagid":"94","tag":"law firm marketing","slug":"law-firm-marketing"},{"newsid":"241","tagid":"132","tag":"online marketing","slug":"online-marketing"}],"tags":["31","94","132"],"taglinks":"<a href=\"\/blog\/tag\/b2b-marketing\">b2b marketing<\/a>, <a href=\"\/blog\/tag\/law-firm-marketing\">law firm marketing<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"241","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"241","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"241","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["3","4","12"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"238","title":"Headed to the Windy City pursuing a lifelong dream","dateadded":"2010-10-09 06:09:18","article":"This week in my ongoing effort to expand my knowledge of best practices in Fast Casual restaurant management and marketing, I am attending the <a title=\"Fast Casual Executive Summit\" href=\"http:\/\/www.fastcasualsummit.com\/agenda\" target=\"_blank\">Fast Casual Executive Summit<\/a>.\n\nWhy am I &nbsp;attending? Over the past few years, I have had&nbsp;the&nbsp;opportunity to work with restaurant clients and learned how competitive the category really is. Expanding my marketing knowledge for those clients is important.\n\nAnd I have a deep down interest in one day owning a restaurant or a chain of restaurants.\n\nFood was a central character in my life growing up in New Orleans. At the <a title=\"Jellystone, Robert, LA\" href=\"http:\/\/www.jellystonela.com\/\" target=\"_blank\">Jellystone<\/a> campground my family owned, we regularly prepared meals for 150+ people. &nbsp;Campground management also instilled in me a strong sense of hospitality and customer service at a young age. &nbsp;My father taught me from a young age how to handle people of all personalities and how to turn challenges into great business opportunities.\n\nNow, I find myself as a marketing consultant and seeking new clients in this vertical. I want to use and continue to grow my knowledge in this area so one day in the not so distant future, I will be ready to create a menu and hire my good friend Michael Taylor to design and project manage my restaurant into reality.\n\nGoals keep us on track in life. What is your dream? Do you have a new product in you? A family recipe that should be on retail shelves? A solution to the obesity wave in America? Moving forward towards&nbsp;achieving&nbsp;our dreams is important. Sometimes it is not easy to make the leap but remember, it is only brave if it is scary when you make the decision to do it.","date_modified":"2010-10-09 06:09:18","createdby":"12","modifiedby":null,"newsdate":"2010-10-09 06:09:18","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"headed-to-the-windy-city-pursuing-a-lifelong-dream","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/headed-to-the-windy-city-pursuing-a-lifelong-dream","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"238","tagid":"39","tag":"business goals","slug":"business-goals"},{"newsid":"238","tagid":"64","tag":"Fast casual restaurant","slug":"fast-casual-restaurant"},{"newsid":"238","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"}],"tags":["39","64","117"],"taglinks":"<a href=\"\/blog\/tag\/business-goals\">business goals<\/a>, <a href=\"\/blog\/tag\/fast-casual-restaurant\">Fast casual restaurant<\/a>, <a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>"},"categoryinfo":{"info":[{"newsid":"238","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"233","title":"What will replace Facebook?","dateadded":"2010-10-07 07:19:57","article":"<a href=\"http:\/\/adage.com\/digital\/article?article_id=146327\">Digital Marketing: Facebook Launches Groups - Advertising Age - Digital<\/a>.\n\nAs I read the article above this morning, I was reminded again that Facebook cannot continue the growth it has experienced, and the luster with long-time users is wearing off. (I base that on personal experience, my network on FB is much quieter now than it was a year ago.)\n\nIn fact I went to Google Trends to see what was happening with Facebook domestically. Their trend line has stopped its dramatic and exponential upward climb. It continues to grow but not explosively.\n\n<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/10\/screen-shot-2010-10-07-at-7-12-59-am.png\"><img class=\"alignleft size-full wp-image-235\" title=\"Facebook trendline from Google Trends\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/10\/screen-shot-2010-10-07-at-7-12-59-am.png\" alt=\"\" width=\"617\" height=\"372\" \/><\/a>\n\nWhat comes next? As marketers, we tend to get caught up in the tools of today and executing them, we sometimes forget to be casting our eyes forward on what is coming next?\n\nWhat will captivate our collective attention next? Will Facebook come out with some&nbsp;startling&nbsp;innovation or is there a 16-year old out there in suburbia developing the next great tool?\n\nInnovation. Change. Growth. All three are things of interest.","date_modified":"2010-10-07 07:19:57","createdby":"12","modifiedby":null,"newsdate":"2010-10-07 07:19:57","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"what-will-replace-facebook","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/what-will-replace-facebook","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"233","tagid":"61","tag":"Facebook","slug":"facebook"},{"newsid":"233","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"233","tagid":"139","tag":"online tools","slug":"online-tools"}],"tags":["61","138","139"],"taglinks":"<a href=\"\/blog\/tag\/facebook\">Facebook<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/online-tools\">online tools<\/a>"},"categoryinfo":{"info":[{"newsid":"233","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"233","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["12","14"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"231","title":"Business Taglines","dateadded":"2010-10-06 16:32:15","article":"<a href=\"http:\/\/www.chomchomadvertising.com\/360-most-famous-business-taglines\/\">360+ Most Famous Business Taglines Ever <\/a>\n\n<a title=\"Tagline Guru\" href=\"http:\/\/www.taglineguru.com\/functional.html\" target=\"_blank\">Tagline Guru's Lists<\/a>\n\nBeen thinking taglines this week as I work with a new customer in a&nbsp;completely&nbsp;new market. What makes a tagline work or not, the varieties are endless.&nbsp;You write up a strategic Campaign Brief, identify all the important messaging factors and turn it over to a copy-writer hoping for \"the\" answer.\n\nIn the end, you simply need to have defined your brand and the answer will come.","date_modified":"2010-10-06 16:32:15","createdby":"12","modifiedby":null,"newsdate":"2010-10-06 16:32:15","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"business-taglines","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/business-taglines","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"231","tagid":"37","tag":"branding","slug":"branding"}],"tags":["37"],"taglinks":"<a href=\"\/blog\/tag\/branding\">branding<\/a>"},"categoryinfo":{"info":[{"newsid":"231","catid":"4","category":"Business Strategy","slug":"business-strategy"}],"categories":["4"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"226","title":"B2B: Where would I focus my tactical attention in 2011?","dateadded":"2010-10-04 07:13:38","article":"<ol>\n\t<li>Clutter-busting. Look at your website with an outside eye. Have you slowly cluttered up the main landing pages such that they are no longer easy to understand and follow? Ongoing edits can slowly change the nature of your messaging and derail your original marketing strategy and calls to action. Take that hard look or ask someone from the outside to do it for you.<\/li>\n\t<li>Remarketing. \"Remarketing is activity intended to encourage renewed use of a product in which market interest has declined.\" Customers that have been dormant for the past 18 months because of budget restrictions will be coming back to life. &nbsp;Take a hard look at past customers and see what they were interested in, assess if you have new and related products to offer them. Take a look at \"cold\" prospects and do the same assessment. Market your new solutions to them.<\/li>\n\t<li>Transactional E-mails. Ask for business in your e-mails. Try some very direct calls to action and let them order via those e-mail links.<\/li>\n\t<li>Search Engine Optimize. Link building has come back in style but not the link farms of old; focus on link building from relevant sites and relevant registries, to interesting industry articles.<\/li>\n\t<li>Integrate. &nbsp;Pull it all together. If you are blogging, make sure it is integrated into your website. If you are using other social media tools (LinkedIn, Twitter, insert latest here), integrate into your website. Make sure the information you are generating is consistent in brand voice and message.<\/li>\n<\/ol>\n<span style=\"font-size:medium;\">Need help? Blue Sky Marketing can assist with planning and implementation. <\/span>","date_modified":"2010-10-04 07:13:38","createdby":"12","modifiedby":null,"newsdate":"2010-10-04 07:13:38","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"b2b-where-would-i-focus-my-tactical-attention-in-2011","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/b2b-where-would-i-focus-my-tactical-attention-in-2011","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"226","tagid":"106","tag":"Marketing and Advertising","slug":"marketing-and-advertising"},{"newsid":"226","tagid":"111","tag":"marketing tactics","slug":"marketing-tactics"}],"tags":["106","111"],"taglinks":"<a href=\"\/blog\/tag\/marketing-and-advertising\">Marketing and Advertising<\/a>, <a href=\"\/blog\/tag\/marketing-tactics\">marketing tactics<\/a>"},"categoryinfo":{"info":[{"newsid":"226","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"226","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"226","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["9","12","14"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"222","title":"When B2B Social Media Does Not Make Sense","dateadded":"2010-10-01 11:30:25","article":"The question arises frequently - do we need to be engaged in social media?\n\nAfter clarifying what the person defines as social (which is still subject to debate in the world lexicon), I stop to to think of when you should not have social media in your overall marketing plan.\n\n\u2022 Few Customers: &nbsp;If you have a tiny customer base (perhaps you have only 5 customers) that you are actively engaged with on a daily basis.\n\n\u2022\tIf the people you are trying to talk to can't access the Internet.  Perhaps the people you target are in regulated industries that can not access the outside Internet from work. (i.e., some military\/electric industry).\n\n\u2022\tIf you have a lack of resources to manage the channel of communication, you shouldn't engage in social media.  This seems like a big pain point for smaller organizations.","date_modified":"2010-10-01 11:30:25","createdby":"12","modifiedby":null,"newsdate":"2010-10-01 11:30:25","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"when-b2b-social-media-does-not-make-sense","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/when-b2b-social-media-does-not-make-sense","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"222","tagid":"41","tag":"business strategy","slug":"business-strategy"},{"newsid":"222","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"222","tagid":"162","tag":"social media","slug":"social-media"}],"tags":["41","138","162"],"taglinks":"<a href=\"\/blog\/tag\/business-strategy\">business strategy<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/social-media\">social media<\/a>"},"categoryinfo":{"info":[{"newsid":"222","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["14"],"categorylinks":"<a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"215","title":"Five Basic Rules for Growing Your Healthcare Practice","dateadded":"2010-09-27 02:33:11","article":"Last week in a meeting with a plastic surgeon, we discussed the \"basics\" and whether she was meeting those basics of a&nbsp;solid strategy for patient marketing. Here are the basic, fundamental steps to growing your practice:\n<ol>\n\t<li>Contact. You have to get your telephone to ring with cosmetic patients who are interested in your services. Looking at your website and online presence is a good first step in achieving this.<\/li>\n\t<li>Book. &nbsp;Your staff must be able to convert those callers into scheduled Patient consultations.<\/li>\n\t<li>Convert. You must be able to convert those patient consultations into&nbsp;revenue-producing procedures<\/li>\n\t<li>Return. And then you must keep those patients coming back for more.<\/li>\n\t<li>Refer. Last, but not least, you must encourage them to refer their family, friends and co-workers.<\/li>\n<\/ol>\n<span style=\"font-size:medium;\">Is your practice making these things happen? Putting a plan together to implement those steps is crucial to growth and long-term success. Need help assembling and implementing that plan? Blue Sky Marketing can provide that assistance. <\/span>","date_modified":"2010-09-27 02:33:11","createdby":"12","modifiedby":null,"newsdate":"2010-09-27 02:33:11","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"five-basic-rules-for-growing-your-healthcare-practice","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/five-basic-rules-for-growing-your-healthcare-practice","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"215","tagid":"41","tag":"business strategy","slug":"business-strategy"},{"newsid":"215","tagid":"76","tag":"health care marketing","slug":"health-care-marketing"}],"tags":["41","76"],"taglinks":"<a href=\"\/blog\/tag\/business-strategy\">business strategy<\/a>, <a href=\"\/blog\/tag\/health-care-marketing\">health care marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"215","catid":"4","category":"Business Strategy","slug":"business-strategy"}],"categories":["4"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"211","title":"Branding grows as online advertising objective | eMarketer","dateadded":"2010-09-22 09:43:21","article":"<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/09\/115206.gif\"><img class=\"alignleft size-full wp-image-212\" title=\"Branding budget spends\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/09\/115206.gif\" alt=\"\" width=\"325\" height=\"404\" \/><\/a>While online advertising has been primarily a direct-response-focused space, brand-focused spending is growing, according to a new report by eMarketer. By 2014, nearly 42% of online ad dollars in the U.S. will be spent on branding, compared with just 35.7% this year. \"Many of the largest advertisers have shown little interest in the Internet ads often most suited to branding,\" said David Hallerman, eMarketer senior analyst and author of the new report \"Brand Marketing Online: Paid, Owned, Earned.\" \"But that trend is changing -- and with it the spending focus of many brand marketers.\"\n\nTo read more about the eMarketer report, \"Brand Marketing Online: Paid, Owned, Earned,\" <a href=\"http:\/\/r.smartbrief.com\/resp\/ypkEkcyfhTdtAVBoambIvKpuEj\">click here<\/a>.","date_modified":"2010-09-22 09:43:21","createdby":"12","modifiedby":null,"newsdate":"2010-09-22 09:43:21","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"branding-grows-as-online-advertising-objective-emarketer","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/branding-grows-as-online-advertising-objective-emarketer","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"211","tagid":"36","tag":"Brand","slug":"brand"},{"newsid":"211","tagid":"105","tag":"marketing","slug":"marketing"},{"newsid":"211","tagid":"106","tag":"Marketing and Advertising","slug":"marketing-and-advertising"}],"tags":["36","105","106"],"taglinks":"<a href=\"\/blog\/tag\/brand\">Brand<\/a>, <a href=\"\/blog\/tag\/marketing\">marketing<\/a>, <a href=\"\/blog\/tag\/marketing-and-advertising\">Marketing and Advertising<\/a>"},"categoryinfo":{"info":[{"newsid":"211","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"211","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["9","12"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"206","title":"Why \"Blue&nbsp;Sky&nbsp;Marketing\"?","dateadded":"2010-09-22 09:35:42","article":"I have been asked several times lately \"why blue sky?\"\n\nBlue sky to me means all things positive, all the good things that can happen for my clients and their companies as a result of a well-created and implemented marketing plan.  All blue sky dreams are possible if you apply a plan and hard work.  I see blue sky as the positive value and goodwill created in companies that are providing a quality product or service to a loyal customer base. When I look up and see a blue sky, I see the future beckoning pregnant with opportunity.\n\nHow did the name get chosen? On Monday July 5, 2010 I spoke to the amazing woman that was accepting my position at Stan&amp;Lou. She was starting in two weeks which meant that I could depart on schedule. Suddenly I could see my whole future ahead of me.\n\nLater that date as I was sitting in my rooftop pool and looked up at the most vibrant Texas dark blue sky and said to myself \"only blue skies ahead\". &nbsp;I announced myself Blue Sky Marketing that very day and started forward on my blue sky future.","date_modified":"2010-09-22 09:35:42","createdby":"12","modifiedby":null,"newsdate":"2010-09-22 09:35:42","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"why-blue-sky-marketing","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/why-blue-sky-marketing","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"206","tagid":"35","tag":"Blue SKy Marketing Houston","slug":"blue-sky-marketing-houston"},{"newsid":"206","tagid":"110","tag":"marketing strategy","slug":"marketing-strategy"},{"newsid":"206","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"}],"tags":["35","110","117"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing-houston\">Blue SKy Marketing Houston<\/a>, <a href=\"\/blog\/tag\/marketing-strategy\">marketing strategy<\/a>, <a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>"},"categoryinfo":{"info":[{"newsid":"206","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"195","title":"Canino Produce's Segmentation Strategy","dateadded":"2010-09-20 06:25:13","article":"[caption id=\"attachment_200\" align=\"alignleft\" width=\"300\" caption=\"Famers Outlet sign\"]<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/09\/screen-shot-2010-09-20-at-6-01-35-am1.png\"><img class=\"size-medium wp-image-200\" title=\"Canino Produce Inc\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/09\/screen-shot-2010-09-20-at-6-01-35-am1.png\" alt=\"\" width=\"300\" height=\"120\" \/><\/a>[\/caption]\n\nI am ashamed to admit that it took me five years of living in Houston to finally get to <a title=\"Canino Produce Houston, TX\" href=\"http:\/\/www.caninoproduce.com\/\" target=\"_blank\">Canino Produce<\/a> on Airline Drive. I am a farmer's market person. When I travel I always want to see the local market so it was strange that I never went to north Houston to experience Canino Produce.\n\nAnd of course, the marketer in me absolutely loved it. Canino is over 20,000 square feet of farmers market. What intrigued me was their segmentation strategy in their use of the space. Honestly, I don't know if they considered it or if it just intuitively evolved but it is absolutely brilliant.\n\n<img class=\"alignleft size-medium wp-image-198\" title=\"Canina Produce interior to &quot;Farmers Outlet&quot;\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/09\/screen-shot-2010-09-20-at-6-01-19-am.png\" alt=\"\" width=\"300\" height=\"221\" \/>\n\nThe front of the market space is homogenized just enough to make U.S. bred shoppers feel comfortable, it&nbsp;is laid out in spacious rows in an orderly arrangement with shopping carts available. It is labeled as the Farmers Outlet which must mean Canino as third-party merchant. This is where I imagine the restauranteurs of Houston go to find their bulk, local produce and out of market fresh produce.\n\nThen there is the true farmers market component. You slip through an entryway into a maze of stalls. Local products blended with imported items but all produce. A stunning array of produce. Items that I could not identify but beckoned for me to learn their names and how to prepare. This area felt like a true community market, a community of sellers with real farm products without the need to apply wax to their products for packaging. A little bit gritty, a little bit noisy but all of your senses are engaged in a completely different way than the Canino market.\n\nAnd that is their market segmentation brilliance, they allow you to choose which experience you want but no matter which you choose, you get to go home with fresh, beautiful produce.\n\nIf you haven't been to Airline Drive (ever or lately), I suggest you get up there. You can tell by facades that it is changing quickly, lots of new places being built, perhaps the time has come for Houston to have a true market area in the way that Seattle has <a title=\"Pike's Place\" href=\"http:\/\/www.pikeplacemarket.org\/\" target=\"_blank\">Pike's Place<\/a> or St. Louis has <a title=\"Soulard Farmers Market\" href=\"http:\/\/www.soulardmarket.com\/\" target=\"_blank\">Soulard's<\/a>.\n\nBy the way, the line out the door at <a title=\"Houston Dairymaids\" href=\"http:\/\/www.houstondairymaids.com\/\" target=\"_blank\">Houston Dairymaids<\/a> convinced me that I need to get back there sometime for their cheese tastings. Maybe next week on my way to the market.","date_modified":"2010-09-20 06:25:13","createdby":"12","modifiedby":null,"newsdate":"2010-09-20 06:25:13","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"canino-produces-segmentation-strategy","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/canino-produces-segmentation-strategy","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"195","tagid":"35","tag":"Blue SKy Marketing Houston","slug":"blue-sky-marketing-houston"},{"newsid":"195","tagid":"83","tag":"Houston","slug":"houston"},{"newsid":"195","tagid":"110","tag":"marketing strategy","slug":"marketing-strategy"}],"tags":["35","83","110"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing-houston\">Blue SKy Marketing Houston<\/a>, <a href=\"\/blog\/tag\/houston\">Houston<\/a>, <a href=\"\/blog\/tag\/marketing-strategy\">marketing strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"195","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"195","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"},{"newsid":"195","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["3","5","9"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"188","title":"Starting a new Business or Persevering in an Existing One","dateadded":"2010-09-16 09:12:24","article":"As part of starting my company, I am encountering people who seem astounded that I would start a new business in the \"current economy\".&nbsp; In my reading, I know that no matter what the current economic conditions, starting business takes perseverance. Heck, running a long existing business takes perseverance. There are good days and bad in any company or economy.&nbsp;Here are my thoughts on ways to persevere in any business endeavor.\n\n<strong>Be Goal Oriented:<\/strong> I know my goals, I know why they are my goals, and I intend to reach my goals. Know yours. &nbsp;Ask yourself daily if you have moved forward on your goal(s).\n\n<strong>Develop a Support System:<\/strong> Make sure you have support &mdash; personal and professional.&nbsp; Avoid \"energy vampires\" who want to tell you that your goals are not attainable. Find encouraging, positive people who will support your goals AND be there to celebrate your achievements.\n\n<strong>Adopt Productive Attitudes and Behavior:<\/strong> Maintain an optimistic frame of mind. Expect good things. Document the good things when they happen to serve as a reminder when the not-so-good things happen. Do not compare yourself to others.\n\n<strong>Take Risks:<\/strong> Mistakes are a part of life; learn from them. Calculated risks are an important part of any business enterprise.\n\n<strong>Maintain (or develop) a Healthy Lifestyle:<\/strong> Sleep, exercise, eat healthy, and balance your work and life efforts. It is easy in an ownership role to work all the time. Don't.\n\nWhether me or someone else who owns their own business, please be one of those positive people that encourage and support.","date_modified":"2010-09-16 09:12:24","createdby":"12","modifiedby":null,"newsdate":"2010-09-16 09:12:24","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"starting-a-new-business-or-persevering-in-an-existing-one","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/starting-a-new-business-or-persevering-in-an-existing-one","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"188","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"188","tagid":"182","tag":"work ethic","slug":"work-ethic"}],"tags":["34","182"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/work-ethic\">work ethic<\/a>"},"categoryinfo":{"info":[{"newsid":"188","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"188","catid":"4","category":"Business Strategy","slug":"business-strategy"},{"newsid":"188","catid":"20","category":"Work ethic","slug":"work-ethic"}],"categories":["3","4","20"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>, <a href=\"\/blog\/category\/work-ethic\">Work ethic<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"184","title":"ROI versus ROO","dateadded":"2010-09-15 05:48:08","article":"Return on Investment versus Return on Objective\n\nTranslation: &nbsp;Your bosses don't care about the things you care about.\n\nMarketers have embraced ROI but the measures many choose are still comparing marketing option to marketing option, evaluating how those dollars performed compared to the alternative. \"Option\" in the sentence above could be replaced with the word \"expense\".\n\nIn order for marketers to win respect&nbsp;organization-wide, they need to be thinking in terms of business objectives they are meeting and the bottom-line impact of their marketing initiatives.\n\nRemember the CEO and CFO do not care about impressions, open rates or click thoughs, they care about revenues. &nbsp;Savvy marketers need to translate what they are doing in marketing to that language.\n\nMarketing planning should look like this:\n\nBusiness Objective &gt; Marketing Objective &gt; Marketing Strategy &gt; Tactics\n\nBy creating your marketing plan in terms of the business objectives (RO<strong>O<\/strong>), you already make the leap to having a framework to track your impact on those objectives. Once you know what you want to measure, there are many analytics and dashboard tracking programs that you can implement and begin to monitor your marketing programs's ROO.\n\nRelated Article: &nbsp;http:\/\/www.imediaconnection.com\/content\/27558.asp","date_modified":"2010-09-15 05:48:08","createdby":"12","modifiedby":null,"newsdate":"2010-09-15 05:48:08","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"roi-versus-roo","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/roi-versus-roo","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"184","tagid":"28","tag":"analytics","slug":"analytics"},{"newsid":"184","tagid":"110","tag":"marketing strategy","slug":"marketing-strategy"}],"tags":["28","110"],"taglinks":"<a href=\"\/blog\/tag\/analytics\">analytics<\/a>, <a href=\"\/blog\/tag\/marketing-strategy\">marketing strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"184","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"184","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["3","9"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"178","title":"Mother's Restaurant: One of the original Fast Casual concepts?","dateadded":"2010-09-14 06:05:42","article":"<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/09\/img00219-20100912-0938.jpg\"><img class=\"alignleft size-medium wp-image-179\" title=\"Mother's Restaurant New Orleans\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/09\/img00219-20100912-0938.jpg\" alt=\"\" width=\"300\" height=\"225\" \/><\/a>Sunday morning I had breakfast in Mother's Restaurant in New Orleans. Per photo attached, it was established in 1938.\n\nAs I prepare to attend the \"<a title=\"Fast Casual Restaurant Executive Summit\" href=\"http:\/\/www.fastcasualsummit.com\/agenda\" target=\"_blank\">Fast Casual Executive Summit<\/a>\" in October, I wondered if Mother's was one of the originators of the fast casual concept. For as long as I can remember, you ordered at the register, took a seat and waited for the service team to bring your food.\n\nIn New Orleans, this is still a relatively little used concept except in the national chains. When I moved to Houston, the prevalence of fast casual astounded me. One of the questions I need to ask at the summit is WHAT drove this service model? Was it less expensive, more efficient, consumers preferred? I understand why it works from a business perspective but why do consumers like the model?\n\nAs a consumer, why do you choose <a title=\"Wikipedia definition of Fast Casual restaurants\" href=\"http:\/\/en.wikipedia.org\/wiki\/Fast_casual_restaurant\" target=\"_blank\">fast casual restaurants<\/a>?","date_modified":"2010-09-14 06:05:42","createdby":"12","modifiedby":null,"newsdate":"2010-09-14 06:05:42","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"mothers-restaurant-one-of-the-original-fast-casual-concepts","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/mothers-restaurant-one-of-the-original-fast-casual-concepts","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"178","tagid":"41","tag":"business strategy","slug":"business-strategy"},{"newsid":"178","tagid":"64","tag":"Fast casual restaurant","slug":"fast-casual-restaurant"}],"tags":["41","64"],"taglinks":"<a href=\"\/blog\/tag\/business-strategy\">business strategy<\/a>, <a href=\"\/blog\/tag\/fast-casual-restaurant\">Fast casual restaurant<\/a>"},"categoryinfo":{"info":[{"newsid":"178","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"178","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"}],"categories":["3","5"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"175","title":"Is your branding and marketing team Swarming?","dateadded":"2010-09-13 07:42:17","article":"Have you ever heard of swarm theory? &nbsp;It explains the ways groups of individual agents move together.\n\nSwarm  theory has been used to model the behavior of schools of fish, ant  colonies, and flocks of birds. It has even been used to explain  intelligence in humans as a product of social interactions.\n\nWhenever  I read something about swarm theory, it always seems to me to be  analogous to the way successful companies move over the long-term. There  are lots of debates among strategy \"gurus\" about competitive advantage,  core competencies, focus, etc.\n\nSome say that a company must have a single-minded purpose tying it all together.&nbsp;Some will say in this day and age a company must always be moving and developing new core competencies.\n\nI think a company has to let its center drift, the way that the center of a swarm does.&nbsp;The  center (core competencies) drifts over time based on who is in the  company, where it has been, and other random factors and those factors should have a place in determining the strategy.\n\nA brand position can't be set in stone for all time, it has to migrate. &nbsp;Some companies  hold too tight to a strategy which means their strategic center isn't  drifting, it's standing still. They don't realize where the center is,  and does that mean they will eventually have their vulnerabilities  exposed?","date_modified":"2010-09-13 07:42:17","createdby":"12","modifiedby":null,"newsdate":"2010-09-13 07:42:17","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"is-your-branding-and-marketing-team-swarming","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/is-your-branding-and-marketing-team-swarming","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"175","tagid":"41","tag":"business strategy","slug":"business-strategy"},{"newsid":"175","tagid":"110","tag":"marketing strategy","slug":"marketing-strategy"},{"newsid":"175","tagid":"166","tag":"Swarm intelligence","slug":"swarm-intelligence"}],"tags":["41","110","166"],"taglinks":"<a href=\"\/blog\/tag\/business-strategy\">business strategy<\/a>, <a href=\"\/blog\/tag\/marketing-strategy\">marketing strategy<\/a>, <a href=\"\/blog\/tag\/swarm-intelligence\">Swarm intelligence<\/a>"},"categoryinfo":{"info":[{"newsid":"175","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["9"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"172","title":"Marketing rigor mortis","dateadded":"2010-09-08 07:08:22","article":"Marketing rigor mortis: &nbsp;\"the fear of making an unjustified leap even when it lands on a correct result\"\n\nROI, ROO, Analytics monitoring, A\/B split testing, monitoring real-time, focus groups, customer research ... all are wonderful tools and concepts when used to augment your marketing savvy. When utilized as the foundation of all decisions, they can lead to marketing rigor mortis as defined above.\n\nMarketing professionals need to take into account the information available to them but we also need to recognize that <span style=\"text-decoration:underline;\">intuitive leaps are possible<\/span> if we use the marketing <strong>arts<\/strong> in addition to the marketing <strong>sciences<\/strong>.","date_modified":"2010-09-08 07:08:22","createdby":"12","modifiedby":null,"newsdate":"2010-09-08 07:08:22","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"marketing-rigor-mortis","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/marketing-rigor-mortis","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"172","tagid":"41","tag":"business strategy","slug":"business-strategy"},{"newsid":"172","tagid":"105","tag":"marketing","slug":"marketing"}],"tags":["41","105"],"taglinks":"<a href=\"\/blog\/tag\/business-strategy\">business strategy<\/a>, <a href=\"\/blog\/tag\/marketing\">marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"172","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["9"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"170","title":"Houston Dog Blog | Blogs for Dogs | Pedigree","dateadded":"2010-09-07 16:31:33","article":"<a href=\"http:\/\/www.houstondogblog.com\/blog\/2010\/09\/pedigree-sponsors-the-houston-dog-blog-at-blog-paws-west.html\">Houston Dog Blog | Pedigree Sponsors the Houston Dog Blog at Blog Paws West<\/a>.\n\n<span style=\"color:#333333;font-family:'lucida grande', tahoma, verdana, arial, sans-serif;line-height:normal;font-size:13px;\">From Brett Chisholm: &nbsp;Write a post about the<a style=\"cursor:pointer;color:#3b5998;text-decoration:none;\" href=\"\/profile.php?id=19645788576\">Pedigree Adoption Drive<\/a> through September 19 and they'll donate a bag of food to a shelter in need. 1 post = 1 bag! Please share! <\/span>\n\n<span style=\"color:#333333;font-family:'lucida grande', tahoma, verdana, arial, sans-serif;line-height:normal;font-size:13px;\">\n<\/span>","date_modified":"2010-09-07 16:31:33","createdby":"12","modifiedby":null,"newsdate":"2010-09-07 16:31:33","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"houston-dog-blog-blogs-for-dogs-pedigree","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/houston-dog-blog-blogs-for-dogs-pedigree","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"taglinks":false},"categoryinfo":{"info":[{"newsid":"170","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"}],"categories":["5"],"categorylinks":"<a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"166","title":"Simple use of QR Codes","dateadded":"2010-09-06 08:38:43","article":"<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/09\/the-big-wild-qr-codes.jpeg\"><img class=\"alignleft size-medium wp-image-167\" title=\"The Big Wild QR codes\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/09\/the-big-wild-qr-codes.jpeg\" alt=\"\" width=\"300\" height=\"198\" \/><\/a>\n\nI even like that they used video to explain QR codes to people as part of the online campaign.\n\nBe sure to check out the mobile landing page by snapping the QR code, simplicity is beautiful.\n\nhttp:\/\/osocio.org\/message\/the_big_wild_qr_codes\/","date_modified":"2010-09-06 08:38:43","createdby":"12","modifiedby":null,"newsdate":"2010-09-06 08:38:43","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"simple-use-of-qr-codes","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/simple-use-of-qr-codes","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"166","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"166","tagid":"140","tag":"online video","slug":"online-video"},{"newsid":"166","tagid":"146","tag":"QR codes","slug":"qr-codes"},{"newsid":"166","tagid":"174","tag":"video","slug":"video"}],"tags":["138","140","146","174"],"taglinks":"<a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/online-video\">online video<\/a>, <a href=\"\/blog\/tag\/qr-codes\">QR codes<\/a>, <a href=\"\/blog\/tag\/video\">video<\/a>"},"categoryinfo":{"info":[{"newsid":"166","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"166","catid":"16","category":"Video","slug":"video"},{"newsid":"166","catid":"18","category":"Word of Mouth Marketing","slug":"word-of-mouth-marketing"}],"categories":["12","16","18"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/video\">Video<\/a>, <a href=\"\/blog\/category\/word-of-mouth-marketing\">Word of Mouth Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"162","title":"A week-end in New Orleans","dateadded":"2010-09-06 08:18:11","article":"On September 8, 2005 I arrived in Houston. Five years later, I find myself in my hometown visiting with an old friend discussing why it is we love New Orleans so much and why as native New Orleanians we always come home.\n\nCliff Johnson offered some wonderful input on New Orleans. During his 70+ years, he has lived all over the world and always come home to New Orleans. &nbsp;The answer we came up with &nbsp;... &nbsp;there is a pace and vibrancy to life in New Orleans that is a part of us. We can live anywhere in the world but the moment we set foot back in New Orleans, we feel home.\n\nI will move back to New Orleans one day, not today. Cliff offered wisdom in telling me that my time away from New Orleans enriches me personally and that I bring that back to New Orleans when I come home. In fact the act of being away makes me appreciate New Orleans all the more.\n\nAnd from a marketing perspective, I was reminded that I am an ambassador for New Orleans no matter where I am. Cliff and I had a wonderful discussion about the New Orleans Jazz and Heritage Festival Foundation; I was reminded again about the good work done by the Foundation. If you did not know, festival revenues fund music schools, cultural programs, and are an essential part of keeping the musical culture of New Orleans alive. Just as each of the New Orleans ex-pats are an essential part of keeping the New Orleans culture vibrant and alive upon our return.","date_modified":"2010-09-06 08:18:11","createdby":"12","modifiedby":null,"newsdate":"2010-09-06 08:18:11","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"a-week-end-in-new-orleans","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/a-week-end-in-new-orleans","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"162","tagid":"83","tag":"Houston","slug":"houston"},{"newsid":"162","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"},{"newsid":"162","tagid":"131","tag":"New Orleans Jazz &amp; Heritage Festival","slug":"new-orleans-jazz-heritage-festival"}],"tags":["83","117","131"],"taglinks":"<a href=\"\/blog\/tag\/houston\">Houston<\/a>, <a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>, <a href=\"\/blog\/tag\/new-orleans-jazz-heritage-festival\">New Orleans Jazz &amp; Heritage Festival<\/a>"},"categoryinfo":{"info":[{"newsid":"162","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"}],"categories":["5"],"categorylinks":"<a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"159","title":"Customer service?","dateadded":"2010-09-02 06:02:01","article":"\"As long as repeat business is important, and as long as customers have a chance to go somewhere else, employees must deliver high levels of satisfaction for a company to be successful.\" Claus Fornell, University of Michigan report out the results of the American Customer Satisfaction Index.\n\nIn marketing, we are sometimes so focused on, well, marketing that we forget how important it is that the&nbsp;organization&nbsp;we are marketing is delivering on our brand promise. &nbsp;Whether B2B or B2C, customers want to do business where they are treated well and with respect. How often do you look around at the rest of your organization and encourage improvement in customer service?","date_modified":"2010-09-02 06:02:01","createdby":"12","modifiedby":null,"newsdate":"2010-09-02 06:02:01","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"customer-service","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/customer-service","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"159","tagid":"41","tag":"business strategy","slug":"business-strategy"},{"newsid":"159","tagid":"105","tag":"marketing","slug":"marketing"},{"newsid":"159","tagid":"171","tag":"training","slug":"training"}],"tags":["41","105","171"],"taglinks":"<a href=\"\/blog\/tag\/business-strategy\">business strategy<\/a>, <a href=\"\/blog\/tag\/marketing\">marketing<\/a>, <a href=\"\/blog\/tag\/training\">training<\/a>"},"categoryinfo":{"info":[{"newsid":"159","catid":"4","category":"Business Strategy","slug":"business-strategy"}],"categories":["4"],"categorylinks":"<a href=\"\/blog\/category\/business-strategy\">Business Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"155","title":"Facebook advertising - get in the game!","dateadded":"2010-08-31 06:35:12","article":"Facebook started in February 2004 and has developed into one of the most heavily trafficked sites on the web.&nbsp;Recently, Facebook exceeded 500 million registered users.\n\nTo monetize the traffic it had on its site, Facebook built a relatively simple self-service ad-serving platform that helps even technically challenged advertisers set up ad campaigns on Facebook.\n\n<strong>So why isn't everybody jumping on the Facebook advertising bandwagon?<\/strong>\n\nThe first problem with advertising on Facebook is the click through rate is extremely low and that scares marketing people who have been trained to measure ROI religiously. The second problem with Facebook Advertising is trust. Because the barriers to advertise on Facebook are low, anybody can (and does) promote their product on Facebook whether an A-list or questionable brand.\n\n<strong>How to get beyond that? <\/strong>\n\nLow click through rates is a common problem throughout online advertising. I remind you that are not looking for clicks (unless your are Google or Facebook and you are selling the ad); you are looking for customers that are interested in purchasing your product.\n\nThe best way to solve the click through rate problem is the same way you would resolve it with any other form of marketing and advertising &mdash; test (headlines, images, ad copy). Equally important, test who your ad is targeted to. Facebook advertising makes targeting a group of people very simple, get in there and explore.\n\nThe second problem, how do advertisers gain the trust of Facebook users is a little more difficult to solve. Remember that Facebook is a social place, go for the soft sell. Let your ads guide consumers to become a fan of your brand or product's page on Facebook. According to Nielsen's research, people are more likely to buy from advertisers they're already fans of on Facebook. By getting them to become your fan, you build their trust. And over time, with the right offers, your fans will become your customers.\n\nNeed help determining an online strategy and whether Facebook ads fits in that strategy?Blue Sky Marketing's Michelle LeBlanc can help. Shoot her an e-mail and she will be happy you start a dialog.","date_modified":"2010-08-31 06:35:12","createdby":"12","modifiedby":null,"newsdate":"2010-08-31 06:35:12","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"facebook_get_in_the_game","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/facebook_get_in_the_game","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"155","tagid":"61","tag":"Facebook","slug":"facebook"},{"newsid":"155","tagid":"132","tag":"online marketing","slug":"online-marketing"}],"tags":["61","132"],"taglinks":"<a href=\"\/blog\/tag\/facebook\">Facebook<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"155","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["12"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"148","title":"Thank you, Houston","dateadded":"2010-08-29 09:13:39","article":"I define my life in two phases: pre-Katrina and post-Katrina.\n\nI was born and raised in New Orleans. My family history there stretches back centuries and I will always be a proud New Orleanian, but for the past five years, I have had the&nbsp;privilege&nbsp;to call Houston home.\n\nI am a fairly practical human being but there is simply no way to explain to people who have not experienced it what is like to be a part of a diaspora. You don't make a conscious decision but suddenly find yourself living in a new city, your friends scattered to the four corners of the world, and you are starting over.\n\nI never thought I would like Houston. I had visited before the storm and found it sterile, I guess I did not look deep enough on those visits. &nbsp;This city and its people opened their arms to me and so many others after Katrina that I gave it a closer and more thoughtful look.\n\nWhat people don't get when they visit Houston is the warmth of the people, they don't see the neighborhoods and the vibrancy of the clubs and the music scene, they don't get a chance to understand Houston's vibrant restaurant scene and they don't see that Houston is a quilt of neighborhoods and people that make up this sprawling city. &nbsp;Houston is America's largest small town. I am consistently amazed at how well connected the business community is an how everyone seems to know everyone. I was welcomed into that cadre and it has changed my life.\n\nSo, here is my thank you for the warm welcome and the friendship of all of Houston.\n\nI also want to thank a few people personally (and in chronological order) for their impact on my life and happiness here in Houston. &nbsp;A heartfelt thank you to John,&nbsp;Tami, Christine, Dionne, Lou, Kristi, Hector, Henry, Jo-Anne, Frank, Kate and Dave.","date_modified":"2010-08-29 09:13:39","createdby":"12","modifiedby":null,"newsdate":"2010-08-29 09:13:39","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"thank-you-houston","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/thank-you-houston","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"148","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"}],"tags":["117"],"taglinks":"<a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>"},"categoryinfo":{"info":[{"newsid":"148","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"142","title":"3 reasons your brand doesn't have more Facebook fans","dateadded":"2010-08-27 08:36:50","article":"<a href=\"http:\/\/www.imediaconnection.com\/content\/27466.asp\">3 reasons your brand doesn't have more Facebook fans <\/a>\n\nGood article and it made me want to praise one of my clients.&nbsp;<a title=\"Noel Facebook fan page\" href=\"http:\/\/www.facebook.com\/home.php?ref=home#!\/noelfurniture?ref=ts\" target=\"_blank\">Noel Furniture<\/a> recently began focusing on their Facebook presence (after much begging by me as their marketing strategist).\n\n1. &nbsp;They are putting up good content on designs, seasonal trends, and every now and then stories about interesting furniture manufacturers with unique items.\n\n2. New website design - We met to discuss their new design and they get Social need for the site. Share tools and links were much in discussion and will be present in the new site.\n\n3. Awareness - They are truly making a push for awareness that they have a Facebook presence and using it to talk with customers. All offline media will promote.\n\nOne store, family-owned can do it, your company can do it too.","date_modified":"2010-08-27 08:36:50","createdby":"12","modifiedby":null,"newsdate":"2010-08-27 08:36:50","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"3-reasons-your-brand-doesnt-have-more-facebook-fans-imediaconnection-com","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/3-reasons-your-brand-doesnt-have-more-facebook-fans-imediaconnection-com","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"142","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"142","tagid":"162","tag":"social media","slug":"social-media"}],"tags":["138","162"],"taglinks":"<a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/social-media\">social media<\/a>"},"categoryinfo":{"info":[{"newsid":"142","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"142","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"142","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["9","12","14"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"137","title":"08.24.10 AMA Nonprofit SIG Event PPT","dateadded":"2010-08-26 17:28:21","article":"Click to View, or Right Click to Save As and Download: &nbsp;<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/08\/08-24-10-ama-ppt.pdf\">08.24.10 AMA<\/a>\n\nEnjoy. Let me know if you have any problems downloading. Michelle","date_modified":"2010-08-26 17:28:21","createdby":"12","modifiedby":null,"newsdate":"2010-08-26 17:28:21","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"08-24-10-ama-nonprofit-sig-event-ppt","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/08-24-10-ama-nonprofit-sig-event-ppt","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"137","tagid":"24","tag":"ama houston","slug":"ama-houston"}],"tags":["24"],"taglinks":"<a href=\"\/blog\/tag\/ama-houston\">ama houston<\/a>"},"categoryinfo":{"info":[{"newsid":"137","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["9"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"123","title":"Heights Walmart - from a marketing point of view","dateadded":"2010-08-25 15:12:51","article":"First off, I&nbsp;am not pro-Walmart nor am I anti-Walmart.\n\nAs an observer of human behavior for marketing reasons, I am captivated by the contrasts that we display when it comes to deciding what is good and what is not. When we measure the size of our city, big is a good thing. When we count companies, Houston boasts of our number of Fortune 500 companies with a home base in Houston. We count theater seats and boast. And let's not forget big hair. Big is good in so many ways.\n\nThen I watch the battle over a Walmart being built in the Heights and suddenly small is the answer. Possible business being lost at mom&amp;pop stores is lamented (would they be mom&amp;pop if they had good marketing?). Traffic snarls are worried over. Small seems the answer.\n\nAnd that is what intrigues me.\n\nWe are debating about traffic in a neighborhood bounded on all four (4!) &nbsp;sides by major interstate highway systems. We are debating mom &amp; pop businesses in a city and state that celebrate our largeness. Heck, even Houston's population ranks very high in the nation on waist-line size.\n\nSo, what is it about a Walmart store that gets some people riled up? What part of our psyche says Walmart and its low cost goods are bad? What has the Walmart marketing and public relations department failed to do that they hit this problem every time? Is it simply the American pre-occupation with the underdog?\n\nBack to my opening, I am neither for or against, it simply intrigues me. Why all the ruckus?\n<h6 class=\"zemanta-related-title\" style=\"font-size:1em;\">Related Articles<\/h6>\n<ul class=\"zemanta-article-ul\">\n\t<li class=\"zemanta-article-ul-li\"><a href=\"http:\/\/www.chron.com\/disp\/story.mpl\/nb\/heights\/news\/7167666.html\">Chron.com: Groups go online for\/against Washington Ave. Walmart<\/a> (chron.com)<\/li>\n<\/ul>","date_modified":"2010-08-25 15:12:51","createdby":"12","modifiedby":null,"newsdate":"2010-08-25 15:12:51","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"heights-walmart","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/heights-walmart","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"123","tagid":"47","tag":"consumer behavior","slug":"consumer-behavior"},{"newsid":"123","tagid":"105","tag":"marketing","slug":"marketing"},{"newsid":"123","tagid":"154","tag":"Retail","slug":"retail"}],"tags":["47","105","154"],"taglinks":"<a href=\"\/blog\/tag\/consumer-behavior\">consumer behavior<\/a>, <a href=\"\/blog\/tag\/marketing\">marketing<\/a>, <a href=\"\/blog\/tag\/retail\">Retail<\/a>"},"categoryinfo":{"info":[{"newsid":"123","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"}],"categories":["5"],"categorylinks":"<a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"118","title":"You live, you learn","dateadded":"2010-08-25 05:49:56","article":"I co-hosted an American Marketing Association Special Interest Group event yesterday entitled \"Guide to marketing your nonprofit online.\" &nbsp;And here is what I learned (or was reminded of):\n\n1. Keep Teams Small and Focused:  Even with everyone on a team having excellent intentions, it takes more work to coordinate a larger group of people. Many thanks to my co-chairs.\n\n2.  Review speaker presentations in advance:  Speakers will surprise you by going off-topic, way off-topic. Pre-review and be ready to coach and counsel.\n\n3.  Share the Responsibility:  Let others manage their piece and they will frequently exceed your expectations. See #1 above for the caveat to that.\n\n4. Remember to Thank Everyone:  No matter what their contribution, they took time out of their busy day to participate and deserve your appreciation.\n\n5.  Post-Event Review:  Make notes on what went well and what didn't to make sure you continuously improve. In this instance, it was great discussions with <a title=\"Full Tilt Communications\" href=\"http:\/\/www.fulltiltcommunications.com\/\" target=\"_blank\">MaryJane Mudd<\/a> and <a title=\"Frank White Photography\" href=\"http:\/\/www.fswphotography.com\/\" target=\"_blank\">Jo-Anne White<\/a> after the event that helped to round out my perspective.\n\nOnward. Our next AMA Interactive SIG event will feature Jace Dicker of ExactTarget discussing current trends in B2B E-mail Marketing for lead generation and integrating that with Social Media. &nbsp;That event will be October 28.","date_modified":"2010-08-25 05:49:56","createdby":"12","modifiedby":null,"newsdate":"2010-08-25 05:49:56","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"you-live-you-learn","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/you-live-you-learn","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"118","tagid":"38","tag":"Business","slug":"business"},{"newsid":"118","tagid":"105","tag":"marketing","slug":"marketing"},{"newsid":"118","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"}],"tags":["38","105","117"],"taglinks":"<a href=\"\/blog\/tag\/business\">Business<\/a>, <a href=\"\/blog\/tag\/marketing\">marketing<\/a>, <a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>"},"categoryinfo":{"info":[{"newsid":"118","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"104","title":"Ubiquitous icons","dateadded":"2010-08-23 06:43:01","article":"<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/08\/youtube.png\"><img class=\"alignleft size-full wp-image-109\" title=\"youtube\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/08\/youtube.png\" alt=\"\" width=\"16\" height=\"16\" \/><\/a><a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/08\/twitter.png\"><img class=\"alignleft size-full wp-image-108\" title=\"twitter\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/08\/twitter.png\" alt=\"\" width=\"16\" height=\"16\" \/><\/a><a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/08\/facebook.png\"><img class=\"alignleft size-full wp-image-106\" title=\"facebook\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/08\/facebook.png\" alt=\"\" width=\"16\" height=\"16\" \/><\/a><a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/08\/delicious.png\"><img class=\"alignleft size-full wp-image-105\" title=\"delicious\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/08\/delicious.png\" alt=\"\" width=\"16\" height=\"16\" \/><\/a>\n\nQuick - what do each of these icons mean?\n\nHow does it happen so quickly? &nbsp;We see icons and we know exactly what they mean.&nbsp;It is really the ultimate in branding for companies to make these tiny groups of pixels into something meaningful for so many people. Little bitty pixels tell our brains so much.\n\nIn the bricks and mortar world, it took giant arches or monument signs to point us in the right direction, online it takes mere KBs of color in tiny pixel format to convey it.\n\nThe world is getting much smaller.","date_modified":"2010-08-23 06:43:01","createdby":"12","modifiedby":null,"newsdate":"2010-08-23 06:43:01","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"ubiquitous-icons","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/ubiquitous-icons","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"104","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"},{"newsid":"104","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"104","tagid":"162","tag":"social media","slug":"social-media"}],"tags":["117","132","162"],"taglinks":"<a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/social-media\">social media<\/a>"},"categoryinfo":{"info":[{"newsid":"104","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"104","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["12","14"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"101","title":"700,000 GroupOns in one day!","dateadded":"2010-08-20 11:38:56","article":"<a href=\"http:\/\/techcrunch.com\/2010\/08\/19\/groupon-gap-deals-discounts-andrew-mason\/\">Groupon Launches National Deal With Gap, Selling 10 Groupons A Second<\/a>.\n\n$17.5 Mn sold in ONE day online through this program.\n\nI advocate regularly for GroupOn, LivingSocial and their online e-mail brethren to clients in retail and this substantiates my view.\n\nPeople want a deal. If they sign up for an e-mail program and you consistently deliver what you promise, they will stay engaged and become loyal consumers.\n\nLove this!","date_modified":"2010-08-20 11:38:56","createdby":"12","modifiedby":null,"newsdate":"2010-08-20 11:38:56","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"700000-groupons-in-one-day","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/700000-groupons-in-one-day","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"101","tagid":"47","tag":"consumer behavior","slug":"consumer-behavior"},{"newsid":"101","tagid":"60","tag":"email marketing","slug":"email-marketing"},{"newsid":"101","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"}],"tags":["47","60","117"],"taglinks":"<a href=\"\/blog\/tag\/consumer-behavior\">consumer behavior<\/a>, <a href=\"\/blog\/tag\/email-marketing\">email marketing<\/a>, <a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>"},"categoryinfo":{"info":[{"newsid":"101","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"},{"newsid":"101","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["5","12"],"categorylinks":"<a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"95","title":"Good Question but here's a Better Question","dateadded":"2010-08-19 14:17:32","article":"I read a blog about PR firms this morning and it resonated with me for the overall message but I am not a PR firm and neither are my clients. With all due respect and credit to the original author and his <a title=\"Convince and Convert Social Media Strategy\" href=\"http:\/\/www.convinceandconvert.com\/\" target=\"_blank\">blog<\/a>, I am paraphrasing his questions (and deleted a few) for the purposes of \"Good Question but here's a Better Question\".\n\nGood question: What's the hot new trend in social media that we can use?\n<strong><span style=\"color:#3366ff;\"> Better question: How can we optimize and improve our existing social media programs? <\/span><\/strong>\n\nGood Question: What's the best way to get the most possible Facebook \"likes\" and Twitter followers?\n<strong><span style=\"color:#3366ff;\"> Better question: How can we encourage existing customers to truly engage with our clients on the social Web?<\/span><\/strong>\n\nGood Question: How can we make a viral video that gets thousands of views?\n<strong><span style=\"color:#3366ff;\"> Better question: How can we optimize a video so that prospective customers find it in search results? How do we make a video that makes prospects into customers?<\/span><\/strong>\n\nGood Question: How much money should we be pulling from the email budget, to support social media?\n<strong><span style=\"color:#3366ff;\"> Better question: How can we integrate email and social media to increase customization and relevancy? <\/span><\/strong>\n\nGood Question: How can we find a social media guru to add to our team?\n<strong><span style=\"color:#3366ff;\"> Better question: How can we distribute social media knowledge and responsibility across the entire company, including ongoing training and knowledge sharing?<\/span><\/strong>\n\nGood Question: How can we create a killer social media campaign that will get noticed?\n<strong><span style=\"color:#3366ff;\"> Better question: How can we develop a sustainable, ongoing social media strategy that will turn customers into advocates over the long haul?<\/span><\/strong>\n\nGood Question: How can we find the most influential bloggers and get them to write about our products or services?\n<strong><span style=\"color:#3366ff;\"> Better question: How can we find the existing customers that are already passionate about our product or service, and turn them into a volunteer marketing army?<\/span><\/strong>\n\nThe AMA Interactive Marketing SIG is co-hosting an event on Tuesday August 24th that is geared towards healing you to answer some of these questions. <a title=\"AMA Register link\" href=\"http:\/\/www.regonline.com\/register\/checkin.aspx?EventId=881097\" target=\"_blank\">Register here<\/a> if this topic interests you.\n\nIf there is enough interest, maybe we will get Jay Baer to join us in Houston for a future event so he and I can answer these questions together over tequila.","date_modified":"2010-08-19 14:17:32","createdby":"12","modifiedby":null,"newsdate":"2010-08-19 14:17:32","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"good-question-but-heres-a-better-question","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/good-question-but-heres-a-better-question","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"95","tagid":"41","tag":"business strategy","slug":"business-strategy"},{"newsid":"95","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"},{"newsid":"95","tagid":"138","tag":"online strategy","slug":"online-strategy"}],"tags":["41","117","138"],"taglinks":"<a href=\"\/blog\/tag\/business-strategy\">business strategy<\/a>, <a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"95","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"95","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["9","14"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"93","title":"I am anti-PowerPoint ... but pro-presentation","dateadded":"2010-08-19 10:38:47","article":"I frequently make the statement that \"I am anti-PowerPoint\", and this <a title=\"Presentation skills Forbes.com\" href=\"http:\/\/www.forbes.com\/2010\/08\/16\/public-speaking-speeches-communication-leadership-careers-advice.html\" target=\"_blank\">article<\/a> from Forbes.com is &nbsp;great support of that.\n\nThe best speakers connect with their audience. From the article, \"The best speeches include a clear, relevant message and a few great stories to illustrate it.\"\n\nI say the same thing about business presentations, people connect with people not PowerPoint slides. PPT should be a tool to support your story line - it should <strong>not be<\/strong> your story line.\n\nWhere this article talks about anecdotes, in a new business presentation, think of it as Case Studies, tell what you can do by talking about what you have done. &nbsp;You want a personal connection. People hire people, not a slick presentation , they need to know that you are someone they like and want to listen to.\n\nTake a look at your standard sales presentation, does it have a story line? A clear beginning, middle and end? If not, consider revamping it and Blue Sky Marketing would be happy to strategize with you.","date_modified":"2010-08-19 10:38:47","createdby":"12","modifiedby":null,"newsdate":"2010-08-19 10:38:47","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"i-am-anti-powerpoint-but-pro-presentation","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/i-am-anti-powerpoint-but-pro-presentation","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"93","tagid":"41","tag":"business strategy","slug":"business-strategy"},{"newsid":"93","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"}],"tags":["41","117"],"taglinks":"<a href=\"\/blog\/tag\/business-strategy\">business strategy<\/a>, <a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>"},"categoryinfo":{"info":[{"newsid":"93","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["9"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"91","title":"5-step Process for Business Transformation and Organizational Stability","dateadded":"2010-08-17 10:33:02","article":"<a href=\"http:\/\/www.business-strategy-innovation.com\/wordpress\/2010\/08\/5-step-process-for-business-transformation-and-organizational-stability\/\">Blogging Innovation \u00bb 5-step Process for Business Transformation and Organizational Stability<\/a>.\n\nJust great and simple advice.","date_modified":"2010-08-17 10:33:02","createdby":"12","modifiedby":null,"newsdate":"2010-08-17 10:33:02","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"5-step-process-for-business-transformation-and-organizational-stability","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/5-step-process-for-business-transformation-and-organizational-stability","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"taglinks":false},"categoryinfo":{"info":[{"newsid":"91","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"}],"categories":["9"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"87","title":"Professional growth through travel","dateadded":"2010-08-16 10:31:36","article":"I love to travel and tell stories about the places I visit. &nbsp;And I learn so much through the people I meet.\n\nToday's post is from Seattle. Upon arrival last evening, I eschewed Pike's Place Market which was crazily swarming with tourists for a local bar tour. As with any travel enterprise, <strong>what you plan and what happens can be different, not much different than marketing planning really.<\/strong>\n\nSo, I met a guy ... &nbsp;no, not like that. I met a great bartender at <a title=\"Alibi Room, Seattle\" href=\"http:\/\/www.seattlealibi.com\/\" target=\"_blank\">The Alibi<\/a> who is planning a trip to New Orleans with his wife and daughter. I traded coasters full of travel tips on New Orleans for cocktails; and also a plan of attack for the Seattle Sunday afternoon. <strong>Knowledge is currency<\/strong> - in this case - my bar tab.\n\nWith his direction, I travelled next to <a title=\"Zig Zag Cafe, Seattle\" href=\"http:\/\/zigzagseattle.com\/\" target=\"_blank\">Zig Zag Cafe<\/a> where the bartender recently won the \"<a title=\"Best Bartender in America\" href=\"http:\/\/seattletimes.nwsource.com\/html\/localnews\/2012448588_bestbartender25m.html\" target=\"_blank\">Best Bartender in America<\/a>\". &nbsp;The drink of choice &nbsp;should you make it there, the \"Moscow Mule\". And of course, small world syndrome took over. Our bartender (not Murray who was off on Sunday) was asking about <a title=\"Anvil Bar &amp; Refuge, Houston\" href=\"http:\/\/anvilhouston.com\/\" target=\"_blank\">Anvil Bar &amp; Refuge<\/a> in Houston. I know people in Houston who do not know about Anvil but their reputation on the cocktail circuit has Seattle abuzz. &nbsp;<strong>Word of mouth marketing in play.<\/strong>\n\nAnd my last lesson came in the form of a 20th anniversary block party for <a title=\"Cyclops, Seattle\" href=\"http:\/\/www.cyclopsseattle.com\/\" target=\"_blank\">The Cyclops<\/a>. &nbsp;The owner John Hawkley and I had a nice chat about the&nbsp;perseverance&nbsp;required to keep a small business going. He shared that in his 20 years in the business, he has had to work hard and some years are better than others but he remembers to <strong>always savor and celebrate successes. &nbsp;Those memories will keep you motivated when times are not so good. <\/strong><strong>Good reminder for someone in a new role as sole&nbsp;proprietor&nbsp;role in marketing. <\/strong>","date_modified":"2010-08-16 10:31:36","createdby":"12","modifiedby":null,"newsdate":"2010-08-16 10:31:36","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"professional_growth","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/professional_growth","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"87","tagid":"35","tag":"Blue SKy Marketing Houston","slug":"blue-sky-marketing-houston"},{"newsid":"87","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"},{"newsid":"87","tagid":"182","tag":"work ethic","slug":"work-ethic"}],"tags":["35","117","182"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing-houston\">Blue SKy Marketing Houston<\/a>, <a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>, <a href=\"\/blog\/tag\/work-ethic\">work ethic<\/a>"},"categoryinfo":{"info":[{"newsid":"87","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"87","catid":"18","category":"Word of Mouth Marketing","slug":"word-of-mouth-marketing"},{"newsid":"87","catid":"20","category":"Work ethic","slug":"work-ethic"}],"categories":["3","18","20"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/word-of-mouth-marketing\">Word of Mouth Marketing<\/a>, <a href=\"\/blog\/category\/work-ethic\">Work ethic<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"81","title":"Facebook Ad Sales to Hit $1.2 Billion This Year","dateadded":"2010-08-13 09:06:40","article":"<a href=\"http:\/\/adage.com\/digital\/article?article_id=145359\">EMarketer: Facebook Ad Sales to Hit $1.2 Billion This Year - Advertising Age - Digital<\/a>.\n\n[caption id=\"attachment_83\" align=\"alignleft\" width=\"300\" caption=\"Facebook Ad Spending 2010\"]<a href=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/08\/facebook-adspending-081110.jpeg\"><img class=\"size-medium wp-image-83\" title=\"facebook-ad-spending\" src=\"http:\/\/blueskymarketing.files.wordpress.com\/2010\/08\/facebook-adspending-081110.jpeg\" alt=\"Facebook Ad Spending 2010\" width=\"300\" height=\"130\" \/><\/a>[\/caption]\n\n\"Interestingly, Facebook's fastest growing area comes from its self-serve ad platform, which launched in August 2007.\"\n\nMichelle's two cents on this: &nbsp;Having used Facebook advertising for clients over the past few years, I can attest to the ease of use of the platform and to the efficacy.\n\nFacebook user targeting is phenomenal, allowing small retail marketers to focus in on local markets in a way that is unsurpassed. Couple Facebook ad spending with local targeted AdWords and you can achieve low-cost and effective.","date_modified":"2010-08-13 09:06:40","createdby":"12","modifiedby":null,"newsdate":"2010-08-13 09:06:40","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"facebook-ad-sales-to-hit-1-2-billion-this-year","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/facebook-ad-sales-to-hit-1-2-billion-this-year","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"81","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"},{"newsid":"81","tagid":"132","tag":"online marketing","slug":"online-marketing"},{"newsid":"81","tagid":"138","tag":"online strategy","slug":"online-strategy"}],"tags":["117","132","138"],"taglinks":"<a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>, <a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"81","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"81","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["12","14"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"72","title":"Portland, Oregon ... musings on consumer behavior","dateadded":"2010-08-12 13:13:27","article":"It is interesting to travel to another place and see how much variety there is within the United States. \n\nLiving in Houston, you would think that the majority of American women were walking around in fabulous heels. Portland is the land of sensible shoes for women. \n\nSo much talk in marketing circles about the need for targeting, travel when done with an open eye to the differences is good for your marketing brain. ","date_modified":"2010-08-12 13:13:27","createdby":"12","modifiedby":null,"newsdate":"2010-08-12 13:13:27","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"portland-oregon-musings-on-consumer-behavior","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/portland-oregon-musings-on-consumer-behavior","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"72","tagid":"35","tag":"Blue SKy Marketing Houston","slug":"blue-sky-marketing-houston"},{"newsid":"72","tagid":"47","tag":"consumer behavior","slug":"consumer-behavior"},{"newsid":"72","tagid":"117","tag":"Michelle LeBlanc","slug":"michelle-leblanc"}],"tags":["35","47","117"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing-houston\">Blue SKy Marketing Houston<\/a>, <a href=\"\/blog\/tag\/consumer-behavior\">consumer behavior<\/a>, <a href=\"\/blog\/tag\/michelle-leblanc\">Michelle LeBlanc<\/a>"},"categoryinfo":{"info":[{"newsid":"72","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"}],"categories":["5"],"categorylinks":"<a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"77","title":"Can't beat the heat in Houston ...","dateadded":"2010-08-11 06:08:07","article":"<div id=\"_mcePaste\"><span style=\"line-height:24px;font-size:16px;\">Greg Norman says today may be hottest of the month in Houston so what to do? &nbsp; Get out of town! &nbsp;My choice for the heat escape is Portland and Seattle.<\/span><\/div>\nIn Portland, I will tour <a title=\"Nonbox Portland website\" href=\"http:\/\/www.nonbox.com\/pdx\/\" target=\"_blank\">Nonbox Portland<\/a> and see old friend Steve Karakas. &nbsp;In Seattle, I will be visiting <a title=\"Green Rubino website\" href=\"http:\/\/www.greenrubino.com\/index.html\" target=\"_blank\">GreenRubino<\/a> and having cocktails with John Rubino. &nbsp;Why the agency tours? &nbsp;Both of these agencies have a great roster of clients and I think it is good to learn what they are doing well in their markets. &nbsp;Both agencies have stellar portfolios of work with an excellent digital background.\n\nIn between these cities, I am swinging through Astoria, Oregon for the <a title=\"Astoria Regatta\" href=\"http:\/\/www.astoriaregatta.org\/\" target=\"_blank\">Astoria Regattta<\/a>. Celebrating 100 years of the Port of Astoria this year, it promises to be a beautiful break from the Houston heat.\n\nAnd what else should someone from a company called Blue Sky Marketing do other than seek blue skies and&nbsp;beautiful&nbsp;days filled with smart people and fun?","date_modified":"2010-08-11 06:08:07","createdby":"12","modifiedby":null,"newsdate":"2010-08-11 06:08:07","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"cant-beat-the-heat-in-houston","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/cant-beat-the-heat-in-houston","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"77","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"77","tagid":"35","tag":"Blue SKy Marketing Houston","slug":"blue-sky-marketing-houston"}],"tags":["34","35"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/blue-sky-marketing-houston\">Blue SKy Marketing Houston<\/a>"},"categoryinfo":{"info":[{"newsid":"77","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"77","catid":"20","category":"Work ethic","slug":"work-ethic"}],"categories":["3","20"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/work-ethic\">Work ethic<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"73","title":"Video Production: \"How I Saved My Company\" Video Competition","dateadded":"2010-08-10 09:51:40","article":"<a href=\"http:\/\/ifilmprod.blogspot.com\/2010\/08\/how-i-saved-my-company-video.html\">\"How I Saved My Company\" Video Competition<\/a>\n\nWhat a great contest idea from NYTimes.","date_modified":"2010-08-10 09:51:40","createdby":"12","modifiedby":null,"newsdate":"2010-08-10 09:51:40","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"video-production-how-i-saved-my-company-video-competition","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/video-production-how-i-saved-my-company-video-competition","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"73","tagid":"174","tag":"video","slug":"video"}],"tags":["174"],"taglinks":"<a href=\"\/blog\/tag\/video\">video<\/a>"},"categoryinfo":{"info":[{"newsid":"73","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"73","catid":"20","category":"Work ethic","slug":"work-ethic"}],"categories":["9","20"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/work-ethic\">Work ethic<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"69","title":"7 Ways We Remember Anything","dateadded":"2010-08-10 08:00:51","article":"UH <a title=\"Small Business Development Center, Houston\" href=\"http:\/\/www.sbdc.uh.edu\/sbdc\/Default.asp\" target=\"_blank\">SBDC<\/a> recently hosted an event to thank its trainers and educators. &nbsp;Bob Pike of the <a title=\"The Bob Pike Group\" href=\"http:\/\/www.bobpikegroup.com\/\" target=\"_blank\">Bob Pike Group<\/a> spoke on \"Creative Training Techniques\".\n\nBob's presentation had a lot of good quality information in it and I learned some great techniques simply from observing Bob. (My favorite being \"clap if you can hear me\" versus asking the question \"can you hear me\" but that is another blog.)\n\nBob spoke about training and one section was titled \"7 Ways We Remember Anything\" which I summarize here. Why? Because I think every business communicator can benefit from keeping this in mind as they create their presentations.\n<ol>\n\t<li>Primacy - We remember best the things we learn first.<\/li>\n\t<li>Recency - And the&nbsp;corollary&nbsp;to #1, we remember what we hear last.<\/li>\n\t<li>Linking - Link new content to old information your audience already knows.<\/li>\n\t<li>Chunking - Put content into 20 minute chunks to keep it easy to follow.<\/li>\n\t<li>Record to Recall - Encourage listeners to take notes. If they see your message in their own handwriting, they will remember it better. (Another blog coming about whether this applies to upcoming generations. )<\/li>\n\t<li>Revisit - If you want people to remember, Revisit the topic at least six times. \"Revisit\" being the key word, he was adamant that repeating is not the same as revisiting information in a different format.<\/li>\n\t<li>Outstandingness - We remember silly and out of the ordinary. If you want people to store information, make it stand out.<\/li>\n<\/ol>\n<span style=\"font-size:medium;\"><span style=\"line-height:24px;\">My apologies to Bob if I got any of this wrong. If you ever need a great speaker for a Board retreat or training session, I can highly recommend Bob. <\/span><\/span>","date_modified":"2010-08-10 08:00:51","createdby":"12","modifiedby":null,"newsdate":"2010-08-10 08:00:51","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"7-ways-we-remember-anything","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/7-ways-we-remember-anything","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"69","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"69","tagid":"83","tag":"Houston","slug":"houston"},{"newsid":"69","tagid":"171","tag":"training","slug":"training"}],"tags":["34","83","171"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/houston\">Houston<\/a>, <a href=\"\/blog\/tag\/training\">training<\/a>"},"categoryinfo":{"info":[{"newsid":"69","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"}],"categories":["5"],"categorylinks":"<a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"66","title":"Top 10 Consumer Brands for Social Media?","dateadded":"2010-08-09 05:10:11","article":"Starbucks came in #1 among consumer brands by having 7.4 million Facebook fans, 901,925 Twitter followers and 6,509 YouTube subscribers. &nbsp;via <a href=\"http:\/\/www.brandchannel.com\/home\/post\/Starbucks-Tops-Social-Media.aspx\">Starbucks: Social Media Superstar<\/a>.\n\nIs monitoring the number of Fans or Twitter followers how they should judge success? I have recently been arguing that monitoring Clicks, Views, and Fans may not be relevant to your actual business objectives. The business objective and conversion to that objective is how to measure success.\n\nHow do you judge success in your campaigns?","date_modified":"2010-08-09 05:10:11","createdby":"12","modifiedby":null,"newsdate":"2010-08-09 05:10:11","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"top-10-consumer-brands-for-social-media","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/top-10-consumer-brands-for-social-media","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"66","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"66","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"66","tagid":"162","tag":"social media","slug":"social-media"}],"tags":["34","138","162"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/social-media\">social media<\/a>"},"categoryinfo":{"info":[{"newsid":"66","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"66","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["3","14"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"64","title":"How (and Why) to Stop Multitasking - Harvard Business Review","dateadded":"2010-08-07 07:49:17","article":"<a href=\"http:\/\/blogs.hbr.org\/bregman\/2010\/05\/how-and-why-to-stop-multitaski.html?utm_source=feedburner&amp;utm_medium=feed&amp;utm_campaign=Feed%3A+harvardbusiness+%28HBR.org%29&amp;loomia_ow=t0%3As0%3Aa38%3Ag4%3Ar4%3Ac0.000000%3Ab0%3Az6\">How (and Why) to Stop Multitasking - Peter Bregman - Harvard Business Review<\/a>.\n\nThis was an interesting read. I like to be reminded that you need focus when so many stimuli are coming at you at any particular time.","date_modified":"2010-08-07 07:49:17","createdby":"12","modifiedby":null,"newsdate":"2010-08-07 07:49:17","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"how-and-why-to-stop-multitasking-harvard-business-review","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/how-and-why-to-stop-multitasking-harvard-business-review","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"64","tagid":"182","tag":"work ethic","slug":"work-ethic"}],"tags":["182"],"taglinks":"<a href=\"\/blog\/tag\/work-ethic\">work ethic<\/a>"},"categoryinfo":{"info":[{"newsid":"64","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"},{"newsid":"64","catid":"20","category":"Work ethic","slug":"work-ethic"}],"categories":["5","20"],"categorylinks":"<a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>, <a href=\"\/blog\/category\/work-ethic\">Work ethic<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"56","title":"Your company website is your top priority.","dateadded":"2010-08-06 06:02:52","article":"You don't need a flashy web presence, practical is in, but you do need a web presence that is current and relevant to your customers' needs.\n\nIf you are a small business owner you should be prepared in 2010 to show personality in your business by using your website and multi media tools to tell your story to your customers and prospects. &nbsp;If you are a larger company and have not updated your site in more than three years, you need to put a review and redesign in your budget plans.\n<h2><span style=\"color:#444444;\">Some trends in web design for 2010.<\/span><\/h2>\n<ol>\n\t<li> Updating frequently. Realizing the power of a Blog as a business tool to interact with customers and get better search results.<\/li>\n\t<li>Flashy out; practical in.  So many pages, so little time. Get people to the information they want quickly.<\/li>\n\t<li>Show them you are Real.  Security is increasingly a concern and the importance to establish credibility will continue to be important. This is even more important if you are selling products online and collecting information.<\/li>\n\t<li>Widgets and Apps.  Widgets showing collaboration between your website and other properties will become expected for websites.<\/li>\n\t<li>Add Interactivity to your website.  Chat and calling buttons on your website will be back. If people find something interesting on the website, features like \"Click to Call\" and chat or send a message allow customers to satisfy their need for instant gratification.<\/li>\n\t<li>More Multi-media will be added to web sites.  Videos and photo galleries will form a critical part of websites. People don't read for leisure, why make them read your site? Video and images make your story more compelling.<\/li>\n<\/ol>\n<h2><span style=\"font-size:medium;\"><span style=\"line-height:24px;\"><span style=\"color:#3366ff;\">Ready? Go. <\/span><\/span><\/span><\/h2>","date_modified":"2010-08-06 06:02:52","createdby":"12","modifiedby":null,"newsdate":"2010-08-06 06:02:52","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"your-company-web-site-is-your-top-priority","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/your-company-web-site-is-your-top-priority","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"56","tagid":"138","tag":"online strategy","slug":"online-strategy"},{"newsid":"56","tagid":"140","tag":"online video","slug":"online-video"},{"newsid":"56","tagid":"180","tag":"website launch","slug":"website-launch"}],"tags":["138","140","180"],"taglinks":"<a href=\"\/blog\/tag\/online-strategy\">online strategy<\/a>, <a href=\"\/blog\/tag\/online-video\">online video<\/a>, <a href=\"\/blog\/tag\/website-launch\">website launch<\/a>"},"categoryinfo":{"info":[{"newsid":"56","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"56","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"56","catid":"17","category":"Website","slug":"website"}],"categories":["3","12","17"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/website\">Website<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"51","title":"The end is not quite here for traditional media, especially in B2B lead generation.","dateadded":"2010-08-05 09:28:08","article":"Yes, social media and mobile apps are here to stay, but other channels have not closed yet. Radio did not eliminate newspapers, radio was not replaced by the television. What should you be considering for lead generation?\n\n<strong>Email: <\/strong>Many B2B marketers are still seeing high returns on marketing efforts with effective email techniques. Customer lists provide a tremendous opportunity for selling additional solutions and services or upgrades.\n<ul>\n\t<li>\"House\" list contacts continue to represent the best opportunity to engage with prospects. &nbsp;Make sure that you are collecting e-mail addresses on your website, at company events, and at any events you sponsor or participate in.<\/li>\n\t<li>Nurture your email list with an invitation to visit a resource center that provides thought leadership from well-known experts, webcast and podcast replays, short videos and product demos, customer testimonials and case studies. It does not have to be your company's content, you can cooperate with others or direct them to non-competing resources for the information they need. You simply want to be seen as their guide and resource as they educate themselves.<\/li>\n<\/ul>\n<strong>Search Engine Optimization (SEO): <\/strong>SEO continues to provide one of the best sources of leads for both B2B companies. When prospects are ready to buy, they will use search to research products and solutions. You want to be found when they do. And when prospects land on your website, it is important that they find the information they are seeking. Intuitive navigation, deep content, and obvious contact information are keys to utilizing your website to drive leads.\n\n<strong>Paid Search: <\/strong>While email can have very little cost, an ongoing investment in SEO is a requirement for today's business websites. As a marketing technique, it requires effort to analyze keywords, test and offer the right content for your prospects at each stage of the buying cycle, and optimize your landing pages continuously. When prospects search for important keywords that relate to your products, some will select organic listings and some prospects will select paid listings. It is important to have some presence in both for the most important keywords related to your solutions.\n\n<strong>Third-party \"Traditional\" Media <\/strong>Online, print, radio, and TV media properties can still offer great opportunities to drive leads. If the objective of the ad buy is leads, then the media property should be able to assist you in driving the right message to their audience to identify relevant contacts for your sales teams.\n\nOne of the most important points is that nothing can beat an integrated customer-focused marketing approach that brings together all these elements, plus the latest emerging media like social and mobile.\n<pre><span style=\"color:#000000;\">*Culled, distilled, paraphrased, and edited for my own thoughts from a much longer blog by Michael Brennan&nbsp;<\/span><\/pre>","date_modified":"2010-08-05 09:28:08","createdby":"12","modifiedby":null,"newsdate":"2010-08-05 09:28:08","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"b2b_lead_generation","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/b2b_lead_generation","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"51","tagid":"60","tag":"email marketing","slug":"email-marketing"},{"newsid":"51","tagid":"95","tag":"lead genearation","slug":"lead-genearation"},{"newsid":"51","tagid":"142","tag":"paid search","slug":"paid-search"},{"newsid":"51","tagid":"160","tag":"SEO","slug":"seo"},{"newsid":"51","tagid":"169","tag":"traditional media strategy","slug":"traditional-media-strategy"}],"tags":["60","95","142","160","169"],"taglinks":"<a href=\"\/blog\/tag\/email-marketing\">email marketing<\/a>, <a href=\"\/blog\/tag\/lead-genearation\">lead genearation<\/a>, <a href=\"\/blog\/tag\/paid-search\">paid search<\/a>, <a href=\"\/blog\/tag\/seo\">SEO<\/a>, <a href=\"\/blog\/tag\/traditional-media-strategy\">traditional media strategy<\/a>"},"categoryinfo":{"info":[{"newsid":"51","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"51","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"51","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"51","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["3","9","12","14"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"53","title":"Consumer Spending: The Cost-Cutting Disconnect - AdAgeStat - Advertising Age","dateadded":"2010-08-05 08:32:06","article":"<a href=\"http:\/\/adage.com\/adagestat\/post?article_id=145242\">Consumer Spending: The Cost-Cutting Disconnect - AdAgeStat<\/a>. &nbsp; What an interesting thought.","date_modified":"2010-08-05 08:32:06","createdby":"12","modifiedby":null,"newsdate":"2010-08-05 08:32:06","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"consumer-spending-the-cost-cutting-disconnect-adagestat-advertising-age","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/consumer-spending-the-cost-cutting-disconnect-adagestat-advertising-age","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"taglinks":false},"categoryinfo":{"info":[{"newsid":"53","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"}],"categories":["5"],"categorylinks":"<a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"49","title":"Five Tools To Manage Social Media For The Franchise","dateadded":"2010-08-04 07:18:05","article":"<a href=\"http:\/\/www.socialmediaexplorer.com\/2010\/08\/02\/five-tools-to-manage-social-media-for-the-franchise\/?utm_source=feedburner&amp;utm_medium=feed&amp;utm_campaign=Feed%3A+SocialMediaExplorer+%28Social+Media+Explorer%29\">Five Tools To Manage Social Media For The Franchise<\/a>.\n\nI am consistently amazed at the number of new tools constantly coming out. &nbsp;You could have a full-time job simply testing the tools.","date_modified":"2010-08-04 07:18:05","createdby":"12","modifiedby":null,"newsdate":"2010-08-04 07:18:05","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"five-tools-to-manage-social-media-for-the-franchise","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/five-tools-to-manage-social-media-for-the-franchise","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"49","tagid":"139","tag":"online tools","slug":"online-tools"},{"newsid":"49","tagid":"162","tag":"social media","slug":"social-media"}],"tags":["139","162"],"taglinks":"<a href=\"\/blog\/tag\/online-tools\">online tools<\/a>, <a href=\"\/blog\/tag\/social-media\">social media<\/a>"},"categoryinfo":{"info":[{"newsid":"49","catid":"12","category":"Online Marketing","slug":"online-marketing"},{"newsid":"49","catid":"14","category":"Social Media","slug":"social-media"}],"categories":["12","14"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>, <a href=\"\/blog\/category\/social-media\">Social Media<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"38","title":"Targeting Customers Online &mdash; It's sort of like dating.","dateadded":"2010-08-03 14:15:47","article":"Guess what? Targeting customers online isn't completely scientific; it's a blend of science and art. You need databases, multi-layered data sources, and analytic tools.\n\nBut you also need the experience and insight to determine if your brand message has hit the target at the right place and the right time.&nbsp; Just like flirting, it's experiential and unmistakable.&nbsp; And when it's right, you just know.\n\nHere are some other ways online marketing is like dating:\n\n<strong>Target audiences, not sites.<\/strong> You can't choose one bar and go there night after night.&nbsp; You have to continually be looking for ways to meet people &mdash; your local bar, family and friends, the church group. Your possible mate is not just going to the bars.&nbsp; The same applies in the online world, you can't choose one site and advertise there and think you will find all your customers.\n\n<strong>Learn about your online audience first. <\/strong>How many dates have you been on where the boor on the other side of the table just talks and talks at you about his or her political views (which are in complete contrast to yours) without once asking a question? Do you want your marketing program to be that boor?&nbsp; You might just learn that there are customers out there in different demographic models than you expected.\n\n<strong>It's the \"who\"<em> and<\/em> the \"where\".&nbsp; Match the right person within the appropriate context.<\/strong> Ball game with buddies or wine bar after work?&nbsp; You would not dress the same or act the same in these contexts, why would your ad campaign work that way online. A customer at work reviewing their Facebook profile is different than the same person at work reading scientific white papers; your ads should reflect the context they're in.\n\n<strong>Monitor for return on your business objectives.&nbsp; Otherwise stated, do not chase clicks.<\/strong> Your goal in dating is NOT to get dates. Most people are typically looking to have a good time, a nice experience or good conversation, and possibly something longer term. They are not looking for a bunch of first dates. Clicks are your first dates. Do you want meaningful customer relationships or a constant flow of first dates?\n\n<strong>Don't over-target.<\/strong>\nDo you have a friend who will only date guys that are over 6' tall with blue eyes and brown hair that speak four languages? Does she get out much?&nbsp; Unless your product is extremely specific, you should cast a wider net and monitor results.\n\nNeed help defining your online marketing strategy? Shoot me an e-mail michelle at blueskymkt.com, consider it our first date.","date_modified":"2010-08-03 14:15:47","createdby":"12","modifiedby":null,"newsdate":"2010-08-03 14:15:47","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"targeting-customers-online-its-sort-of-like-dating","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/targeting-customers-online-its-sort-of-like-dating","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"38","tagid":"132","tag":"online marketing","slug":"online-marketing"}],"tags":["132"],"taglinks":"<a href=\"\/blog\/tag\/online-marketing\">online marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"38","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"38","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"38","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["3","9","12"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"25","title":"Blue Sky Marketing launched today","dateadded":"2010-08-03 09:12:51","article":"My new <a title=\"Blue Sky Marketing\" href=\"http:\/\/www.blueskymkt.com\/index.html\" target=\"_blank\">website<\/a> launched today and it made me feel \"real\".&nbsp; In today's digital age, your web presence defines you. If you don't exist digitally, it feels like you don't exist at all.\n\nIt is an interesting phenomenon to go from ephemeral to digital.","date_modified":"2010-08-03 09:12:51","createdby":"12","modifiedby":null,"newsdate":"2010-08-03 09:12:51","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"blue-sky-marketing-launched-today","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/blue-sky-marketing-launched-today","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"25","tagid":"34","tag":"Blue Sky Marketing","slug":"blue-sky-marketing"},{"newsid":"25","tagid":"180","tag":"website launch","slug":"website-launch"}],"tags":["34","180"],"taglinks":"<a href=\"\/blog\/tag\/blue-sky-marketing\">Blue Sky Marketing<\/a>, <a href=\"\/blog\/tag\/website-launch\">website launch<\/a>"},"categoryinfo":{"info":[{"newsid":"25","catid":"3","category":"Blue Sky Marketing","slug":"blue-sky-marketing"}],"categories":["3"],"categorylinks":"<a href=\"\/blog\/category\/blue-sky-marketing\">Blue Sky Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"28","title":"A primer for marketers who are scared of analytics ... by Jason Steele","dateadded":"2010-08-03 06:01:05","article":"I found this article to reinforce some concepts that I agree with quite strongly. Worth a read ....\n\nWeb analytics is the cornerstone of  any brand's digital presence. Without it, you can't possibly know  whether your online marketing activity is hitting the right people. Its  use dates back to the internet boom of the mid-1990s, and as more  companies established an online presence to reach customers and sell  product, the need for robust data to optimize the online channel grew.\n\nFast forward to 2010 -- and web analytics continues to be big  business. From my perspective, Adobe's purchase of Omniture and, more  recently, IBM's purchase of Coremetrics are good signs. When the  technology industry's bellwether, IBM, gets in on the action, you know  there's some serious growth potential afoot.\n\nBut let's back up for a minute. What exactly is web analytics? Ask  five different people, and you'll get five different explanations. No  matter how you define web analytics, it needs to speak to your business  objectives -- and ultimately, that needs to be the starting point.\n\nIf you're new to the analytics game -- or feel like you need a better  understanding of the field in order to better coordinate your overall  digital strategy -- read on for a discussion of the fundamental  principles and starting points for successfully harnessing your data.\n\nWeb  analytics tools enable companies to build a holistic view of their  customers, enabling better decision-making across all business  functions. The purpose of identifying the behavior of visitors to your  website is to uncover actionable marketing intelligence that can  contribute to the development (and success) of your digital marketing  campaigns.\n\nThe data provided by web analytics technology don't just represent  how many website visitors you have, on which keywords they come in to  your site, and so on. Rather, data represent marketing insight and  knowledge. Understanding website visitors' behaviors enables site owners  to make their pages more usable, ultimately helping users to achieve  their goals more efficiently.\n\n<strong>What are the benefits?<\/strong>\n<ul>\n\t<li>Web analytics tools help digital marketers improve their marketing  strategies by understanding issues such as the search behavior of a  visitor when looking at the keyword that brought that visitor to your  website.<\/li>\n\t<li>Web analytics show you which path visitors took through your  website. Is this the one you want them to take to achieve your goals?<\/li>\n\t<li>Web analytics show you which devices and technology visitors are  using to view your website.<\/li>\n\t<li>Web analytics show you what visitors are doing on your website. How  does it impact your design and broader digital strategy?<\/li>\n<\/ul>\nOnce you understand the mindset of your website visitors, you can  hone your digital marketing campaigns and ultimately optimize your  website. This will ensure that you are not only connecting with the  right people, but also boosting the likelihood that you can influence  them to behave in a way that matches your objectives.\n\n<strong>Where  to start?\n<\/strong>While most companies have an idea of what web  analytics is, levels of understanding vary. I work with companies all  over the world whose web analytics needs range from basic implementation  to anything from KPI setting to advanced data analysis. With some  clients, for example, it's more about educating them as to why they need  it and what value it can bring, whereas others are more sophisticated  in their use of web analytics tools.\n\n<strong>The power of seven<\/strong>\nSo, where do we start?  Regardless of a company's size, location, industry, or digital marketing  experience, there are seven key questions that need answers.\n\n<strong>1. What are your business objectives?<\/strong>\nYou need to  select a core list of business objectives that will enable you to focus  your strategy. Once defined, this list will enable you to determine  which metrics are relevant to these objectives. Once you are clear on  these measurements, you can choose your technology.\n\nAligning web analytics with overall business objectives will require  careful planning but will ultimately enable companies to derive more  actionable information from customer data. Of course, no two businesses  are the same -- therefore no two websites are the same. Which leads to  my next question...\n\n<strong>2. What other digital strategies are you following?<\/strong>\nYour  website is just one element of an overall online presence. Whichever  web analytics tool you choose, you need to be sure that you are  measuring the performance of these initiatives. It could be actively  tracking these campaigns or integrating data from all these other  strategies. This will give you a 360-degree view of visitor behavior and  a perfect platform to remarket to customers who perhaps didn't purchase  after visiting your site, left the site before downloading the  newsletter, or generally failed to demonstrate the desired behavior.\n\n<strong>3.  What do you want to measure?\n<\/strong>Challenge the norm and ask  hard questions. Why do you want to see hits? You need to be able to  report on the key objectives that have been highlighted and agreed upon  by the business.\n\nOne core piece of advice is this: Don't over-complicate the  measurement aspect. Rather, focus on how the data are helping your  digital campaigns to deliver on the company's business objectives. These  are the high-level numbers that your senior management team will want  to know and will reinforce the value of the website. Give them what they  want but also surprise them.\n\nTake social media, for example. Instead of measuring followers,  friends, and mentions, think about metrics such as volume and quality of  participation. These can be defined as interaction and strength of  interactions respectively.\n\n<strong>4. How do I choose the right technology?\n<\/strong>The key  factors to consider here are:\n<ul>\n\t<li>Budget<\/li>\n\t<li>Ease of implementation<\/li>\n\t<li>Resourcing<\/li>\n\t<li>Integration possibilities<\/li>\n\t<li>Scalability<\/li>\n\t<li>Reporting capabilities<\/li>\n<\/ul>\n<strong>5. Do you have a technical team?<\/strong>\nAs stated above,  if you are to get the maximum value from your web analytics tools, you  need to ensure they will work with your existing technologies.  Integrating disparate systems can require significant development work.  And when it's all up and running, who will you assign to make the  technical tweaks required to optimize your marketing campaigns? Can you  call on an internal technical team to handle this, or will you need  external help? My advice here would be to get that team involved from  the beginning to ensure buy-in.\n\n<strong>6. Do you know how to  interpret the data?\n<\/strong>In the recent 2010 Online Analytics  Benchmark Survey by Omniture, 68 percent of respondents stated that  analysis of data is too time consuming. Lack of talent was also  highlighted as an issue. So, in short, the answer to this question is  probably \"no.\" You need to find someone that you can partner with who  understands your data. Over time, that party can transfer this knowledge  to you if there is a knowledge gap -- or remain a partner if it's a  resourcing issue.\n\n<strong>7. Is your analytics team working hand in hand with your web  marketing team?\n<\/strong>This question might sound obvious. But more  often than not, the various teams that are actively involved in  developing the website from marketing to search seldom talk to the  analytics team. Often, they're not even in the same room. The teams  operate as individual silos, never stopping to consider that by sharing  information the company's return on digital marketing could be enhanced  10-fold. I know of at least one global brand facing the challenge of its  analytics and online marketing teams sitting on different continents.  The remedy is to communicate and take the time to discuss your online  strategy as a group. When the initiative starts, ensure you are all on  the same page and keep communicating on a regular basis.\n\nThe  online market place is a fluid and evolving environment. The type of  information tracked one day does not necessarily remain the same over  time. And as your campaigns change and the target audience shifts, the  information you track and the resulting data that you receive will also  change and need to be refined (see diagram below).\n\n<img src=\"http:\/\/www.imediaconnection.com\/images\/content\/Steele-Graphic-Cropped.jpg\" alt=\"\" \/>\n\n<strong>In summary\n<\/strong>There are many web analytics solutions  available today. Most, if not all, enable you to capture customer  online behavior with a degree of certainty. However, these solutions  vary considerably in how they collect the data, the type of information  they maintain, and their capabilities to analyze and take action on the  data.\n\nAs more marketing resources move from offline to online channels, web  analytics will continue to grow and grow in complexity -- but remember  keep it focused.\n\n<a href=\"http:\/\/www.imediaconnection.com\/profiles\/iMedia_PC_Overview.aspx?ID=32647\"><em>Jason  Steele<\/em><\/a><em> is web analytics director at <\/em><a href=\"http:\/\/www.acceleration.biz\/\" target=\"new\"><em>Acceleration<\/em><\/a><em>. <\/em>","date_modified":"2010-08-03 06:01:05","createdby":"12","modifiedby":null,"newsdate":"2010-08-03 06:01:05","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"a-primer-for-marketers-who-are-scared-of-analytics-by-jason-steele","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/a-primer-for-marketers-who-are-scared-of-analytics-by-jason-steele","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"28","tagid":"28","tag":"analytics","slug":"analytics"},{"newsid":"28","tagid":"105","tag":"marketing","slug":"marketing"}],"tags":["28","105"],"taglinks":"<a href=\"\/blog\/tag\/analytics\">analytics<\/a>, <a href=\"\/blog\/tag\/marketing\">marketing<\/a>"},"categoryinfo":{"info":[{"newsid":"28","catid":"9","category":"Marketing Strategy","slug":"marketing-strategy"},{"newsid":"28","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["9","12"],"categorylinks":"<a href=\"\/blog\/category\/marketing-strategy\">Marketing Strategy<\/a>, <a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"18","title":"The New Abnormal - BusinessWeek","dateadded":"2010-08-02 11:32:10","article":"<a href=\"http:\/\/www.businessweek.com\/magazine\/content\/10_32\/b4190050473272.htm\">The New Abnormal - BusinessWeek<\/a>.\n\nSimply not sure what this says about American consumers. Are we simply a bunch of narcissistic spoiled brats who can't delay gratification?&nbsp; I don't think so.\n\nOr is it simply the omnipresent messages that convince us that it is OK, we deserve all these things when we want them.\n\nNot really an opinion here so much as a question.","date_modified":"2010-08-02 11:32:10","createdby":"12","modifiedby":null,"newsdate":"2010-08-02 11:32:10","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"the-new-abnormal-businessweek","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/the-new-abnormal-businessweek","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"18","tagid":"47","tag":"consumer behavior","slug":"consumer-behavior"}],"tags":["47"],"taglinks":"<a href=\"\/blog\/tag\/consumer-behavior\">consumer behavior<\/a>"},"categoryinfo":{"info":[{"newsid":"18","catid":"5","category":"Consumer Behavior","slug":"consumer-behavior"}],"categories":["5"],"categorylinks":"<a href=\"\/blog\/category\/consumer-behavior\">Consumer Behavior<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"23","title":"I \"think\" these two stories are related ...","dateadded":"2010-08-02 09:53:19","article":"How will Google grow when search flattens? (CNNMoney.com\/Fortune)\n\nReport: Google plans social-networking push (The Wall Street Journal)","date_modified":"2010-08-02 09:53:19","createdby":"12","modifiedby":null,"newsdate":"2010-08-02 09:53:19","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"i-think-these-two-stories-are-related","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/i-think-these-two-stories-are-related","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"taglinks":false},"categoryinfo":{"info":[{"newsid":"23","catid":"12","category":"Online Marketing","slug":"online-marketing"}],"categories":["12"],"categorylinks":"<a href=\"\/blog\/category\/online-marketing\">Online Marketing<\/a>"},"src":"\/images\/blueskyblog.png"},{"id":"12","title":"I am glad my parents made me work when I was young.","dateadded":"2010-08-01 17:15:05","article":"<strong>Why former burger-flippers make great bosses:<\/strong> McDonald's USA chief Jan Fields started out in life as a burger-flipper earning $2.65 an hour -- and she says that helped make her the woman she is today. Just as Warren Buffett started out as a paper boy and Steve Jobs started out as an intern, Fields says that her first job helped teach her basic business lessons that have served her well as she climbed the ladder. \"What you enter as is probably not what you ultimately achieve, so learn the core of the business,\" she says. \"The more prepared you are, the more likely you will move up.\" <a title=\"Why your first job matters.\" href=\"http:\/\/www.cnn.com\/2010\/LIVING\/07\/29\/ceo.first.jobs.success\/?hpt=Sbin\" target=\"_blank\">Read full story here. <\/a>\n\nI read this article and was reminded once again that I should thank my parents for encouraging (demanding) that I work at a young age. My first job was collecting day fees for visitors to our family <a title=\"Jellystone, Robert, LA\" href=\"http:\/\/www.jellystonela.com\/\" target=\"_blank\">campground<\/a>, I was 6.&nbsp; I went on to lead hayrides, run volleyball tournaments, and clean bathhouses. All those positions locked in a work ethic that I am glad to have.","date_modified":"2010-08-01 17:15:05","createdby":"12","modifiedby":null,"newsdate":"2010-08-01 17:15:05","pdflink":null,"externalurl":null,"highlighted":"0","presstype":"1","displayorder":null,"permalink":"i-am-glad-my-parents-made-me-work-when-i-was-young","author":"Michelle LeBlanc","thumbnail":null,"headingphoto":null,"meta_title":null,"meta_desc":null,"is_hidden":"0","target":"","newslink":"\/blog\/i-am-glad-my-parents-made-me-work-when-i-was-young","thumbnail_display":"\/images\/blueskyblog.png","taginfo":{"info":[{"newsid":"12","tagid":"41","tag":"business strategy","slug":"business-strategy"},{"newsid":"12","tagid":"182","tag":"work ethic","slug":"work-ethic"}],"tags":["41","182"],"taglinks":"<a href=\"\/blog\/tag\/business-strategy\">business strategy<\/a>, <a href=\"\/blog\/tag\/work-ethic\">work ethic<\/a>"},"categoryinfo":{"info":[{"newsid":"12","catid":"20","category":"Work ethic","slug":"work-ethic"}],"categories":["20"],"categorylinks":"<a href=\"\/blog\/category\/work-ethic\">Work ethic<\/a>"},"src":"\/images\/blueskyblog.png"}]}