The April 21st Change that May Effect Your Website’s Visibility

If you haven’t heard about Google’s April 21 deadline, it’s time to read about it now. Here, here and here. Basically, your website better be mobile ready. Your website’s visibility is at stake.

“But hardly anyone reads my website from their mobile phone!”

If most of your traffic is still coming from desktops, and your website is not mobile friendly but does have good SEO, you may be okay for the short term.

However it’s estimated that about half the searches are made on mobile now.

Now is the time to revise your website.  Google is about to change their search engine formula for mobile results. While I’m not sure how they will give priority to websites that are mobile ready, I think that is the main point of this algorithm update.

“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”

It’s called responsive.  The website actually will change and show up differently if it’s viewed from a phone, a desktop or a tablet.  Even Android and iPhone phones don’t show necessarily show a website the same way.

Even if you’re on a WordPress platform, you may not have a responsive theme installed.

You can use this website to plug in your URL to check the responsiveness.

Don’t let your SEO tank, now’s the time to get responsive! Especially since mobile search is growing so quickly.

Building Community with Your Marketing

Chris-Brown Building Community Blogging TipsBlogging and Marketing Tips by Experts is a great example of building community. Marco Mijatovic from First Site Guide asked a variety of marketing experts to provide their three Top Online Marketing Tips for New Bloggers.

He complied them, with the author’s bios and made avatars of their photos (see mine to the right) to create chapter 7 in his book and a wonderful resource for those who are starting out with their first blog site.

His article is a great example of content pulled together from a community.

I haven’t seen this type of work in a while, in fact it is reminiscent of 2006 and 2007 when blogging was first exploding.

Building Community in the Viral Garden

I remember getting a big boost from the “D List”, a group of marketing bloggers banded together by Mack Collier to help promote each others’ content. He was one of the many who helped shape the path for building community.

Grab Them in the First Five Seconds

First five seconds rule in YouTube AdvertisingThe first five seconds rule has become the name of the game in advertising. Especially when people are watching videos and can skip the ad after 5 seconds.

Too often I turn off the sound if it’s annoying or wait impatiently for the five seconds to tick by… can’t click “Skip This Ad” quickly enough!

But this one had me laughing out loud and watching the whole thing. There’s something about a train wreck. And seeing if anyone moves or blinks.

Does anyone remember when the world switched from the 120 second and 60 second commercials to the 30 second? (I think it was back in the 80’s and coincided with the growth of cable.) Or when it was new to see a 15 second commercial, which started out as a 30 second, cut it two like an installment / to be continued / type of approach? (the 90’s!) Who knew it would come to only have a few short seconds!

First Five Seconds for Impact

The bigger question is does it work!?Will it help with name brand recognition? Top of mind awareness? Will Geiko sell more insurance? My guess is yes.

Packaging your product has to do it in less than a second.

Sales are made every day in a second walking down the aisle in a grocery store or scrolling through a website?

It’s true on the business-to-business side of the equation too. How quickly does a Trade Show Booth Display have to make an impact? Haven’t you ever walked a show with your head swiveling from side to side deciding which booth you’ll approach to learn more?

Cleveland Browns Rebrand their Football Team with a Minor Refresh

Recently the Cleveland Browns announced their of rebranding the team.  While many expected a major redo, it ended up being a minor refresh.

The changes:

  • Color change from dull orange to bright orange
  • Typeface font is bolder
  • New look for their secondary logo the Dawg Pound with a snarling dog
  • Their helmet’s face mask went from grey to brown
  • Secondary logo’s font matches the primary logo’s font

They are keeping the plain helmet without an icon, the third tier logo of the Brownie.

There have been some suggestions that the uniforms will have bigger changes.

I don’t think they made a mistake in the choice they ended up with, but to announce that this took two years was a bit of overkill. It must have been a painful 2 years of looking at designs, reviewing changes, tweaking colors, interviewing fans and negotiating revisions.

It kind of feels to me like they were over thinking their branding when many of the fans were thinking that they should have been concentrating on the product.

 

Hunting for the Silver Bullet

Find the one tool needed to market a consumer product is like looking for a needle in a haystack.All I need is a logo and a website.

I heard that the other day from a business owner who wants to market a consumer product.

It’s really not one single thing.

Maybe it seems like that. But if you want to find the silver bullet to market a consumer product, you’ll be looking for a needle in a haystack.  And you won’t find that ONE THING.  Because it’s not one thing.

There’s channels of distribution and each stop along the way needs something else, other marketing tools, to help keep the product moving along to the next stop.

Yes, a website helps. And a logo. But that’s just a small part. Only a beginning.

The “yellow brick road” has to have some bricks in it to help them lead the way. It’s not a matter of “build it and they will come.” Most of us are overwhelmed with offers of products, information and services. Trying to find what we really need to solve our problems and improve our lives, well, it’s like looking for the needle in a haystack.

Just throwing your product out there with a logo and a website won’t do it. And you can’t blame the website and or logo from not bringing in the orders.

Market a Consumer Product

There is no one thing that is the answer when it comes to marketing. It’s many things. Over time. Many tools in marketing work together to keep the pipeline full. Repetition. Consistency. And following a step-by-step progression.

What do you really need to launch a new product or a new brand? Businesses with new products often only have a very limited amount of money to spend on marketing. You’ve got to make the right choices, but don’t get hung up on a couple of tools and tactics. Marketing is a process.

And there is no silver bullet.  It’s all your marketing tools pulling together, over time, to help lead and direct your product through the channel of distribution.