Digital Marketing

Mobile-Friendly Websites Will Now Rank Better In Mobile Search

It’s official, Google announced last week that they will be updating their mobile search algorithm to include “mobile friendliness” as a ranking signal.
From Google:
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. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.
If any business has been hesitant about “going mobile” this should be major influence in motivating the build of a mobile-friendly site as mobile traffic will now be impacted by this algorithm update.

3 other reasons why you need a mobile friendly website coupled with SEO

01. User Experience and Brand Reputation
Not having a mobile friendly site will hurt the user experience as well as brand reputation. Google did a study on what users want from a mobile site and here are a few key points: 50% of people said that even if they like a business, they…

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5 Lessons Learned About Internal Brand Building

Any and every organization can learn and benefit from a proactive internal brand-building program. By learning more about internal brand building, any organization can uncover and energize the hidden brand power that resides inside its culture.  In this cramped blog space I will restrain from providing a comprehensive how-to guide of internal brand building. Instead I will take a more compact, practical approach and pass along a few key lessons learned after 10 years of developing and implementing internal brand building programs. Here you go.

  • If I can name it I can know it. Define the organization’s brand platform in a way that is understandable, relevant and believable to all employees. Most organizations have defined their brand to support marketing and communications professional’s tactics (external brand building). As a result the language is tuned to resonate with external audiences. Tag lines and positioning statements are the exclusive language of marketers and can easily turn-off rank and file employees. Before any organization can expect employees to embrace the intentions of the brand, the language must be practical, less marketing-ese and easily translate the brand’s intentions and character into action. A brand must be defined so an employee can name it,…
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    5 tips for building a newsworthy opinion poll (a glass of Scotch might help)

    keep calm homeworkMarketing and communications professionals love, LOVE having proprietary data to use.  For us, data is transformed into brand positioning, front page headlines, lead generation, thought leadership, engaging content and more.  A research project chocker-box full of cross-tab data and qualitative insights is a pot of gold at the end of magical rainbow for a creative communications team.  It is!

    Before you write a research project, here are five tips to help ensure you get meaningful and useful insight. Your mom said it best, “do your homework!”

    1. Determine what organizations are already doing research. It’s hard to find a research topic that no one has explored.  Conduct an environmental scan to determine who is engaging and sharing research: your competitor, an academic institution, a consulting group, a non-profit or a foundation.  Understanding what organizations are producing research will help you understand what voice is missing and how your organization fits into that landscape.

    I love research

    2. What are they researching? Simply put: avoid over saturated topics. In the case of healthcare, we have produced a library full of good research on…

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    The Booze Bin

    Musings from a PR Booze Mom

    I love what I do. I count myself lucky to have found my calling in an industry I adore. I began my experience in booze PR as a singleton, going out, friending mixologists and sommeliers, living it up. Even when I got married, I hit the nightlife, got major media hits for clients, traveled the world and threw some amazing events. Then I had a baby.

    Whatever industry you’re in, women who choose to have a career and children are forced to live a double life – they can’t have it all.  We know this; we’ve read this; some, I’m sure, are sick of hearing this. I, for one, am not. Women who split their lives 50/50 soon find themselves dedicating more time to one world over the other, and something has to suffer. I’ve experienced it first-hand.

    women have it all

    Honestly, I can go off about maternity leave in the U.S., equal pay (thank you Patricia Arquette) or just overall how the country treats mothers (and single parents of any gender). But this is specifically about the booze world.

    In booze PR, keeping up with the constant…

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    Media Relations

    You, Too, Can be a Media Relations Jedi

    Flickr User JD HancockHow would Luke Skywalker handle a media relations challenge, I found myself wondering. (With confidence and exquisite skill, I’m sure.)

    Once a Star Wars fanatic, always one.

    As a media relations counselor who eagerly awaits the next Star Wars installment – “Star Wars: The Force Awakens– I’ve found an empire of inspiration in the lessons of Jedi masters and realize that there is much in common between a media relations counselor and an aspiring Jedi knight.

    Fear and Aggression – the Dark Side of the Force Are They.” - Yoda

    When I teach those inexperienced in media relations, I often encounter fear: What if they reject my story pitch?

    We need to cast away our fears and be confident in our story packaging. Be sure your story centers on the things that readers and viewers care most about. Present that side of your story to reporters and deliver it with passion, to take away the fear.

    As for aggression, it can work against your media relations efforts – especially in a crisis. That’s the time to put aside your personal feelings and maintain a calm presence in your conversations with…

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