That Marketing Blog Archive


This page and the connected pages are the archives of
That Blog for all posts before September 8 of 2015.


Not Marketing on Facebook? Here’s What You’re Missing

Tuesday, 01 September 2015 13:43

NOT MARKETING ON FACEBOOK? HERE’S WHAT YOU’RE MISSING

Facebook is one of the premier social media platforms of our time. At its inception, Facebook was primarily used as a forum for communicating with friends and family. However, recent developments in technology have brought attention to the e-commerce potential of this website.

According to ebizmba.com, Facebook ranks as the No.1 most popular social networking site in the world, with an estimate of 900,000,000 unique visitors per month. The sheer volume of monthly global web traffic makes this social media platform a wonderful opportunity to evaluate and retain potential customers.

This social networking website can be used to interact with customers and observe consumer interests and needs in addition to product display and advertising. The global web traffic generated by Facebook makes it a virtual ocean teeming with potential fish (consumers) that are searching for products and services. As social media networking websites have evolved, various companies have recognized the marketing potential of such sites.

On the side of Facebook timelines, various advertisements can be found. These are usually based on the “likes” or Google searches of a particular user. Google and Facebook collaborate in tracking computer usage to present information that is of interest to a specific demographic. After preforming searches for the weather in Hawaii, for example, you may notice that the side panel of your Facebook profile has offers from Groupon for hotels, or airfare discounts from Travelocity.

The presence of advertisements and the amount of information gathered from consumers makes this an ideal platform for sales and marketing. Facebook has turned into a very popular and useful search engine that can be used to evaluate a company’s potential for providing a particular good or service.

An addition to the Facebook profiles of businesses and professional organizations are “Calls to Action” buttons. These are for consumer-business interaction, to emphasize the primary objective of the social media presence, conversions. The seven calls to action are as follows: Book Now, Contact Us, Use App, Play Game, Shop Now, Sign Up, and Watch Video. Each of these buttons provides businesses an opportunity to engage customers.

Online stores or their links can be accessed on several corporate Facebook pages. Retail content management systems such as Store Ya, Storefront Social, Shopify, Ecwid, Big Commerce, Vendevor and Beetailer can be used to manage this online presence. Some of the services and products on Facebook currently utilizing the “Call to Action” buttons include clothing and accessories, entertainment, food and beverage deliveries, travel agencies, and transportation systems.

The “Call to Action”buttons close the gap between the social networking website of a business and their traditional website. These action buttons can be used to provide information regarding the goods and services offered by a company directly on the Facebook page, rather than requiring a potential customer to leave the Facebook page and go to another site. The lack of a redirect can mean an increase in customer conversion, which in turn can generate greater revenue. The centralization of information can serve to attract more individuals who have an interest in the goods and service being offered, and makes the transition from marketing to an actual sale less about guess work and more about providing a means of complete a transaction before leaving the Facebook page.

The seven buttons provide sufficient variety so that there is potential usefulness for a variety of types of businesses and organizations. The “Book Now” option could be used by a consulting firm to provide and opportunity to set up an appointment. The “Contact Us Now” button can give consumers an opportunity to instantly be connected with a live representative. Applications for business have become a popular way of making consumers aware of sales, special offers, and store locations in one compact device; these can be accessed with the option to “Use App.” The “Shop Now” button can call customers to view merchandise and complete a transaction before leaving the page. The “Watch Video” button is a wonderful option for a company that values a YouTube or Vimeo presence.

With the development of technology, many consumers appreciate the opportunity to have information regarding the goods and services they use on a daily basis at their fingertips, quite literally. New methods of analyzing and applying data generated by internet usage has made this possible. A decade ago, no one would have dreamed of having a conversation with their banks, telephone company or grocery store on Facebook, but technology has made this possible. On Facebook you can interact with your family and friends, access the goods and services that fit your lifestyle, and purchase a variety of personal and household items.

This is the wave of the future, shopping on Facebook with the click of a mouse.

— Gabrielle Brown-Samuels, SEO Coordinator


How To Build A Shortcut To Your Reports In Google Analytics

Tuesday, 25 August 2015 15:19
One of the tools that I find most helpful in providing GA (Google Analytics) reports to clients is the shortcut menu option.

This option allows you to build standard reports, then create a shortcut to the report. Using this tool permits quick and easy access to standard reports and any custom report that you may need based upon your client’s requirements. Specific aspects of an internet marketing campaign can be singled out for special attention and tracking.

For this example, we are going to build a “shortcut” to a report for a client that wants to know how their / root page is performing in organic search.

To begin with, go to your GA (Google Analytics) Reports Tab.
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Next, expand the Behavior Tab and select Landing Pages. Then select Organic Traffic Segment.
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Next, select Sessions Metric
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This will provide you with your organic traffic data for all organic search landing pages.

Scroll down to your root page and click on it. This will display organic search data only for the / root page.
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Go to the report’s top menu and select shortcut.
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You will be presented with an “Add Shortcut” dialog box. Enter an appropriate title and click okay.
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This will generate a new menu item directly to your standard custom report under the shortcut menu.
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From here on out, to gain access to the necessary data, just go to your shortcut menu and click on your report, change the dates as needed, and download.

You can build a variety of different types of reports that can be accessed from the shortcut menu so as to fit your client’s needs.

The use of the shortcut option does require downloading individual reports, but the information presented is much more in-depth than the data presented in a standard Google Analytics dashboard report.
— Mark Gray, Director/Senior SEO Consultant


That Company Spaghetti Challenge

Tuesday, 11 August 2015 13:39

FREE LUNCH SPAGHETTI CHALLENGE – WE ALL WIN!

sghetti 3
At That Company, we try to mix business with pleasure by working hard and playing hard. When we’re not busy performing search engine optimization on our clients or increasing client revenue through pay per click advertising, we have Nerf wars and weekly games. In addition to all of this, That! Company provides its employees with a free lunch on Wednesdays. Everyone gets a chance to pick lunch as we rotate through a list of employees each week.

I was chosen to pick lunch, and I chose spaghetti since it is usually pretty inexpensive and you get a lot of food for what we pay. I also happen to really, really like spaghetti, both fresh and re-heated. Our illustrious (not to be confused with Illuminati) boss, Ken Knorr, suggested that we make it a competition between a few different companies to see who has the best spaghetti, according to the company. We’ve done this before with pizza companies and fried chicken companies, with great success.

We called up three different companies in the local area – Takis, Stavros, and Naples – and told them about our challenge. We wanted them to make their best spaghetti, with meat balls, and provide their best garlic bread. Each company provided different styles of spaghetti and garlic bread, which was great and made for some interesting competition. To make sure that the judging was fair and unbiased, only the person who picked it up and set it up knew who made what. Each company was assigned a number for the spaghetti, and a separate and different number for the garlic bread.

Employees were given ballots to mark down their favorite spaghetti and then their favorite garlic bread. While there would be only one winner for both categories, we all won that day as we enjoyed a variety of tasty pasta and bread. Once we tallied up the numbers on the ballot, we had a clear winner emerge from both categories, though the same company did not win both challenges. Stavros came in as the number one pick for the spaghetti and Naples came in as the number one pick for the garlic bread.

The next time spaghetti is chosen, which will likely be when I pick again, we will have Stavros supply the deliciousness that is spaghetti for all to enjoy. They may not have won the garlic bread challenge, but it is the pasta that matters most.
— Doyle Clemence, SEO Manager


Google Algorithm Shifts: Why You Need an SEO Company

Friday, 07 August 2015 18:01

GOOGLE ALGORITHM SHIFTS: WHY YOU NEED A KNOWLEDGEABLE SEO COMPANY

Google Algorithm Shifts
Two pretty significant Google algorithm updates in late April and early May illustrated just how important it can be to have lots of information to compare when doing SEO, and may have implications for how openly SEOs communicate with each other in the future. While “Mobilegeddon” received the most attention, for most of our clients, this actually was the less significant of the two algorithmic shifts. Beginning May 1-2, we noticed a large shift for many of our clients. There was very little buzz on the usual industry sites that we check initially, and no official word from Google, in accordance with their new policy. Google had recently informed outlets that except for larger updates they want webmasters to focus on, such as “Mobilegeddon,” they were going to be much more tight lipped about algorithmic shifts.

Eventually, however, enough SEOs compared notes to determine that, yes, some sort of algorithmic shift had taken place, and it seemed to have centered on content. Many in the industry are referring to it as the “Phantom Update.” (Perhaps this is because its existence not been officially acknowledged by Google.) Although Google has not officially given us much of an indication what, if anything, happened on May 1, our analysis, and that of others in the industry that we trust, give us a great deal of confidence that there was a significant update, and a reasonably high level of confidence that it hurt sites that were “content thin.”

What to Learn From the Algorithm Shift

This update was important for a couple of reasons. Once again, it reinforced the industry mantra that good “Content is King.” Second, this may show a new trend in the industry – algorithmic updates that are not disclosed by Google, but which are discovered, diagnosed and disseminated by SEOs for SEOs. What’s more, this under-the-radar shift was potentially as significant as the highly publicized one.

This certainly puts do-it-yourself SEOs at a disadvantage. With a sample size of one, it is very difficult to detect and analyze a trend, as opposed to an SEO company with data from multiple clients to compare. It may lead to industry leaders becoming more collaborative about their findings, since they have only one another, and not Google, to confirm their suspicions.

On the other hand, it may lead to SEOs playing it closer to the vest. If they figure out the substance of an algorithmic shift, which is likely to take a little time and effort, they may regard this nugget of truth as a valuable commodity to be guarded jealously and not shared with potential competitors. It may even lead to new partnerships between industry leaders to share SEO data and insights.

Should Google persist in being non-communicative with their algorithmic shifts, it will be interesting to see what effect, if any, this has in how open SEOs are with one another. With the “Mobilegeddon Update,” Google deliberately tried to change the digital skyline by making things more mobile-friendly. With the “Phantom Update” algorithm shift, Google may unintentionally be changing the friendliness and collaboration between SEOs.
— Derrick DeYarman, Director of National Account Strategies


FREE Google Adwords 201: Going Beyond the Basics Seminar

Tuesday, 04 August 2015 12:54
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Interested in learning more about PPC? That! Company will be sharing some of our Google AdWords marketing knowledge via a co-hosted seminar with our Google Agency Team.

Day/Time: October 9th, 2015 10:30am – 12pm EST.

Location: Aloft Orlando Downtown – 500 South Orange Avenue Orlando, FL 32801 & Webinar.

Price: Free.

Seats Available: 50 in person / 100 online.

Gain in-depth knowledge about:

-Remarketing for Search – RLSA
-In Market/Affinity Market Audiences
-YouTube Marketing
-Google Shopping
-Dynamic Remarketing
-Regular Remarketing

If you’re interested in learning about these topics or have friends who are interested then please let us know if you’ll be joining us! RSVP with Michael Knorr – mknorr (at) thatcompany (dot) com.

Ready to RSVP? Send us this info:

1. Number of attendees
2. Full name of all attendees
3. Email addresses of all attendees
4. If you will be joining in person, online via webinar, or simply want a recorded version afterward.

This free 90-minute seminar will answer all those questions about PPC marketing you didn’t know who to ask, so what are you waiting for? Sign up today!

— Mike Knorr, Director of Sales and Marketing


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