As we see significant investment by brands in digital events and experiences, amid a period of seismic change for the meetings and events industry, a new affiliation of event marketing companies is launched. Two years in the making, the Experiential Marketing Measurement Coalition (EMMC) will dedicate itself to promoting better measurement practices across the industry.
“There were two factors impacting this public launch of the EMMC,” says founder and chairman Dax Callner (pictured), strategy director at UK-headquartered Smyle. “With the industry pause comes a moment to rethink everything: how can we return to live events with new ways of working to make them better for everyone involved? And also, what we are experiencing with virtual events is the flood of data that comes from digital. That’s requiring some event people to get a lot more data-savvy.”
In addition to Smyle, agencies involved in the EMMC include Freeman, GPJ, GES, InVision, ImpactXM, RedPeg Marketing and DRP (visithttps://www.eventmeasurement.org/members for a complete list of participating companies).
The EMMC will be welcoming individual members and corporate brands. It says benefits to membership include access to global benchmark data against key shared metrics, a certification process in conjunction with the UK Centre for Events Management at Leeds Beckett University and a public platform to promote better measurement of experiential marketing efforts.
The EMMC says its association of normally competing companies has coalesced because members believe that better measurement practices will enable the experiential marketing industry to come back stronger and smarter than ever before.
Many businesses have to squeeze out expenses to break-even and start making a profit. Unfortunately, some important processes, such as marketing, go underfunded.
However, that doesn’t have to be the case. There are several ingenious low-cost strategies to promote your business while you’re on a tight budget. You just need to start small and you’ll be able to scale up as you go.
Here are seven cost-effective strategies that will attract customers to your business. Your main goal should be to scale up the process so that you get more revenue by applying all these techniques consistently. The cycle will spiral upwards, later on, bringing you more clients each time.
1. Create engaging online content
Time; that’s the only thing you’ll need to start producing excellent content. Running a blog is quite easy nowadays. There are many templates available and you don’t have to worry about hosting. Many blog hosts offer free hosting without premium features. Zero capital for starters, that only requires effort. If you decide to improve things down the line, you can hire remote employees.
You need one or two outstanding writers. Plus, an editor and a graphic designer would also be useful additions. The good news is that most of them work as freelancers, meaning, you get to pay for services only when you need them.
Always make sure the content aligns with your product or service. Research extensively and give customers what you’d consider reading yourself. Some ways to keep content engaging is through:
Sharing useful tips across articles
Adding an FAQ section with detailed answers
Incorporating lists, graphic assets, and multimedia
Listing best practices in your industry
Highlighting key points and crucial ideas
Now, regarding your potential earnings, the following chart shows the average revenue possible for ~60% of the population who is willing to publish 3 pieces of valuable content a week, as you can see the profits are considerable:
There are many agencies and marketplaces that offer professional cold calling services. You brief them on what you are offering, pay a fee, and they’ll do the magic. If you cannot afford such services, you can do this in-house.
All you need is to research the best cold calling practices. Then, prepare scripts to ensure consistency in your message. Stay courteous on the phone, explain things patiently, and you will start seeing your first leads. Just keep in mind that cold-calling is a number’s game.
You can also consider incorporating cold emailing. It works the same way as cold calling only that you do not get instant feedback. Send out emails to prospects, then wait a few days to send follow-ups when there’s no reply. There are many options to automate this process, which will save you a good amount of time.
3. Leverage referrals
One of the oldest ways of promotion is through word of mouth. Encourage your satisfied customers to spread the word. After all, any product is best understood by those that use it.
Referral programs are quite flexible so you can be very creative with them. Giving rewards is the best way to do it. Here are some ways of using rewards in your customer referral programs:
Have giveaways for customers with the most number of referrals.
Give customers and those whom they refer, a percentage discount.
Give some free products/services to customers with a certain number of referrals.
Make a scoring system with hierarchies to make customers gain points and upgrade their status, unlocking additional benefits.
4. Apply for awards
There are many companies that offer online awards to businesses of different niches. Find one related to your industry. Showing that you have awards boosts trust ratings among your potential customers.
Some awards are easier to get, whereas some have very rigorous criteria. Getting those harder awards will definitely grant you trustworthiness, and customers recognize that. This increases your business reputation.
If awarded, the organizations share your business information on their site and social media platforms. That drives more traffic to your business. Thus, bringing prospects your way.
If you are granted an award, here are some things worth doing to take full advantage:
Share the announcement on your website and social media
Prepare a well-written press release
Write a blog post expressing your gratitude for the award by outlining what it means to your business
If the award comes with a badge, place it strategically on your site
5. Strengthen your business through partnerships
When people come together costs are easier to bear. Team up with other local businesses and do joint campaigns. It applies to businesses relevant to your industry.
Don’t go about it blindly though, you need businesses that complement yours. For example a wedding photographer can team up with a wedding planner and a wedding dress designer.
Such partnerships will widen your customer database. Your partners’ customers trust them, so your information shared on their platforms gets easily trusted too.
6. Stay active on social media
Let’s take a look at some amazing stats shared by Oberlo to give you an idea of how massively important social media (SM) is for businesses:
As you can see, social media is probably the biggest marketplace in the world right now, and it is no longer just about replying to messages and posting content. People want to establish meaningful relationships. Therefore, you need to take the time to know your customers, get them to know your business and cultivate a loyal customer base. This requires you to stay constantly active.
Understand your followers and people who interact with your content. Engage with them often and listen to the feedback given. Act on such feedback and show that you care about your customers and value their opinions.
In order to improve engagement consider introducing fun activities. Social media contests are an outstanding example. They keep your customers engaged, they’re fun, and some customers get to take cool prizes back home.
This is an easy low-cost strategy that will help you build your online reputation, which is more important. With time, word will spread, and soon you’ll have your website visits exploding. The conversion rate also skyrockets as long as you take the time to cultivate relationships.
7. Get involved in your local community
While staying active online brings customers from all corners of the globe, your local community is equally important. They probably formed your initial customer base and might be your most loyal customers.
It’s important that you keep them engaged as well. Take part in local fairs and events. It keeps your business fresh in their memory and provides you a platform to introduce fresh developments.
Carry some business cards and posters when you attend local events. Also, don’t simply dish them out. Make meaningful conversations with prospects as you would with online followers. Only this time you are doing it in person, so facial expressions and other non-verbal cues matter.
Conclusion
Most of what is listed above requires exclusively effort or very low investment. Experiment with each strategy and you will soon realize that you don’t need a super large budget to promote your business.
It’s often through simple interactions that you create long-lasting impressions. Add a little creativity into the process and you will never run short of a constant customer flow. By the time you decide to scale up, you will have gained not only some stability but also a great deal of experience.
Guest author: Bryan Osorio is a Blogger, SEO enthusiast, Content Marketer, and Digital Marketer with 3 years of experience within the Tech and Digital Marketing Industry. He likes to read, write and talk about Science, Technology, AI, Video Games, World News, and more. He studied Psychology at the National University of Colombia and enjoys writing about leadership, remote work, team motivation and others.
Building a business is hard work. It takes passion and perseverance, and business challenges pop up that you never anticipated. But solving those thorny problems is often one of the most fun and satisfying parts of running a business, mostly when you work with a team you love.
When Brandon Kruse and Amanda Halpin-Kruse first met, Amanda worked as a nurse and ran a small online fashion boutique called Discount Divas on the side. She had launched her online business, and she had adequate inventory. Still, her online boutique didn’t gain much traction until she had the idea to start selling directly to her friends and followers on Facebook using a social media sales tactic called comment selling.
Shoppers would tune into live streams where Amanda demonstrated the products and then type “Sold” in the comments thread to purchase. The shift to live selling on social media was vital for Amanda, and her business quickly took off.
Amanda’s business was rooted in the idea of women serving women. She knew her customers and needed to find a place to connect with them. That place proved to be Facebook, and Amanda quickly realized she needed to hire staff to support her business.
Brandon, then Amanda’s boyfriend, was a software engineer with an entrepreneurial spirit. After seeing Amanda’s issues as she grew Discount Divas, he wanted to help her solve those challenges and began building technology to address specific problems.
That process eventually led Brandon to build a live-selling platform—CommentSold—that would make shopping for clothing from Discount Divas and other small and medium-sized businesses like it much easier and more enjoyable. Based in Alabama, the company has now grown into a billion-dollar business serving more than 6,000 retailers.
Amanda and Brandon also got married along the way, proving an excellent team in both business and life.
A significant proportion of CommentSold’s retail partners are women who have a large and loyal customer base who tune into live stream selling sessions weekly or even more often. Part of the appeal for customers is being able to interact online in real-time with their favorite hosts—it’s entertaining and engaging in a way that traditional live selling channels like QVC and HSN just can’t replicate.
One exciting thing that the CommentSold team has noticed is that many of the most successful women retailers on the platform have spouses who have left their own jobs to help support their wives’ lucrative retail businesses.
Brandon’s top tips for making this type of business relationship work include:
1. Be open to new ways of thinking
Amanda hadn’t considered live selling on social media at first, and Brandon hadn’t been working on technology for retail when Amanda’s business started growing rapidly. Both of them were willing to shift gears, innovate and work together for the good of the business—and their open-mindedness paid off.
2. Your spouse is your trusted partner
When business gets hairy, and you find and yourself overloaded, it makes sense to turn to your spouse for help. Spouses are typically already great teammates who are used to working together when they need to solve problems. This dynamic explains why so many men are leaving their jobs to support their partners’ CommentSold-powered retail businesses.
3. Barriers to enter the market are low
With the internet and the increase in online sales, entry barriers for a new retail business have never been lower. Technology tools and platforms make it simpler to successfully grow an e-commerce-centric business today, so if you dream of launching your venture, do your research and then follow that dream.
4. Listen to what your customers want
Amanda was successful because she listened to her customers and knew what they wanted and how they wanted to shop. Her knowledge and experience as an entrepreneur spurred the idea for CommentSold, and now thousands of other women are using the platform to grow their own businesses.
The bottom line is when you work as a team and think beyond traditional business models, the results can be excellent. Don’t let old ways of thinking hold you back, and have the courage to follow through on your best, most innovative ideas.
Feature Image Credit: Amanda & Brandon Kruse. Leslie Brown – Weave A Dream Photography
Black-hat tactics won’t further your SEO goals. These six steps promote sustained success the proper way.
The ABCs of SEO have changed a bit over the years. Usability and mobile experience have become more important elements in the past five years by an order of magnitude. Beforehand, they weren’t really part of the ranking algorithm much at Google or other search engines. However, as a builder of websites, I find too many clients and counterparts in the SEO and Web development space treating these metrics as if they are the only ones that matter.
More than anything, content absolutely remains king — and always will. Google has stated that even if a website has a horrid design and janky user experience, it can still rank first if it has vastly superior content.
In my experience, a good SEO strategy involves 30 to 40 percent creation of high-quality, original content, including well-researched, in-depth articles; 30 to 40 percent link-building in a manner that’s as organic as possible; and the remaining 20 to 30 percent is UX, Core Web Vitals (such as CLS), bounce rate and session duration (for sites that use Google Analytics), and all these other remaining trends.
Just because these other trends represent only 20 to 30 percent of the ranking factor does not mean you should ignore them. When you are competing for highly competitive search terms, these may make the difference that can push you onto page one. This is especially true if your competitors already match your quality with content and links and if you’ve maxed out your edge on those leading factors.
Remember, when it comes to SEO, you don’t have to be number one. You just have to be in front of everyone else.
The men in black
Many small businesses still trust or default to more “black hat” SEO tactics for two primary reasons: speed and cost. Black-hat SEO techniques can be appealing to small and mid-size businesses because they can provide quicker boosts than playing by the rules does. But as rapidly as the boost came, it will go away.
Back in 2004, when WordPress was only a year old, I was one of the first to figure out comment spam. I created a bot that scoured the website for blogs and left comments on them, linking back to the company I worked for. Within three days, we were number one on Google for every search term we wanted to rank for. Of course, this didn’t last long, and Google caught on. I don’t employ black-hat techniques like this anymore, but the process taught me a lot about page rank, authority and hub sites.
Six steps for proper SEO
Proper SEO can seem expensive at first, but it typically yields a much lower cost per acquisition than pay-per-click, print, TV, etc. A host of viable SEO strategies are available to employ in 2021. Here are six steps for proper SEO that are both highly effective and are personal favourites of mine.
1. Perform competitive analysis
Remember with SEO that your placement is relative; there is no absolute placement in the search engine results pages. You simply must analyse what your competitors are doing: Where are they getting links? What kinds of sites? How long have they had those links? You need to do as well or better.
What about their content: How deep is their research on various subjects, and how large is their semantic net? Your site’s vocabulary on these subjects needs to be slightly broader. This applies to all SEO metrics. In Montana, we have a saying: You don’t have to outrun a grizzly bear; you just have to outrun your friend.
2. Start small
Go for the less competitive key phrases, then work your way up. Many tools, including SEMrush and Wordtracker, can help with long-tail keyword research (and normal keyword research). It may seem counterintuitive, but with SEO, it’s better to lock-in placement and traffic for less competitive search terms (usually the longer multiword phrases, also known as “long tail”) before trying for the more competitive ones. The idea is to get users onto your site in the short term and get the ball rolling.
3. Make use of structured data
When you search for cookie recipes in Google and see a carousel of recipes appear before the actual search results, those rich snippets are from websites that provide Google a special markup, in the Schema.org format, called structured data. This is how Google knows it’s a recipe and not just a blurb about cooking.
Ten years ago, Google was just a list of Web results without these carousels and accordion elements. Now, most of the first page of a search query on Google are snippets, carousels and accordions (expandable elements) provided using structured data. It’s important to describe everything on your website — products, videos, reviews, etc. — using JavaScript Object Notation, or JSON. This is how you can get more visibility when Google knows the searcher’s intent. Just make sure to not abuse this, like by using structured data to tell Google that your products, say, have five-star reviews when they actually don’t just to have five stars appear on Google next to your website.
4. Get creative
If you have developers, try creating widgets or badges that link back to your site and that customers, vendors or affiliates can put on their websites. This is an excellent, legitimate link-building technique that can result in exponential growth in the right situations. TripAdvisor is one of many such companies that offer badges to users for interacting with its site and submitting reviews, thereby boosting SEO efforts.
5. Start blogging
Unleash your inner writer and create your own blog with well-researched, in-depth blog posts — 2,000-plus words. Having blog content on your site is especially handy if you run an e-commerce website. When you are trying to get other sites to link to you, it’s easier to get them to link to a blog post than an e-commerce store; it appears less “spammy” to them and their users. And please, do not use content spinning — using software to tweak your article just enough to trick Google into thinking it’s a separate article — or similar hacks to generate content. These tricks are not good for real users and, therefore, not good for SEO in the long run.
6. Consider guest posting
Another valid way to gain new visitors is guest posting on other blogs. Then you can publish content that links back to your website or blog. Just make sure the content you write is rich, original and authentic and that the site where you post is reputable. Keep in mind that you are creating the content, which should do the following:
Provide information that real humans would find useful. (Would complete strangers link to it from their sites because they found it informative?)
Be original. (Can it all be found on another single web page?)
Be authentic. (Are you giving both the pros and cons and being as neutral as possible on the subject matter?)
Just remember that none of this matters if you don’t track all your key SEO metrics over time and in relation to your competitors. Tracking is key.
By employing the white-hat techniques above, my clients have enjoyed years of steady SEO growth without suffering the major drops in the search results that many complain of when Google makes a major update — and they’ve never suffered a manual penalty either. Writing expert-level, researched, in-depth articles has yielded considerable returns, with top websites linking back to the material. The formula may change a bit, but the path to successful SEO is still paved in solid content.
The social media platform will soon start disabling accounts that send abusive and hateful messages via DMs
The popular photo-sharing app Instagram is looking for stricter ways to tackle hate speech, abuse and bullying that users receive in their direct messages (DMs).
The social media platform will soon start disabling accounts that send abusive and hateful messages via DMs.
“Our rules against hate speech don’t tolerate attacks on people based on their protected characteristics, including race or religion,” said Instagram in its official statement.
These measures are introduced in the backdrop of a racist attack on footballers in the UK, including Marcus Rashford, Anthony Martial, Lauren James, and Axel Tuanzebe from Manchester United.
“We’ve seen it most recently with racist online abuse targeted at footballers in the UK. We don’t want this behaviour on Instagram, “said Instagram.
Stricter penalties
From now on, anyone who breaks the Instagram DMs rule will have their account disabled. As of now, an user found guilty of sending abusive messages is restricted from sending more messages for a set period of time.
“When someone sends DMs that break our rules, we prohibit that person from sending any more messages for a set period of time”, says Instagram.
Also, if someone continues to send hateful messages, Instagram will disable their account.
“If someone continues to send violating messages, we’ll disable their account. We’ll also disable new accounts created to get around our messaging restrictions and will continue to disable accounts we find that are created purely to send abusive messages,” added Instagram.
Business and creator accounts can switch off DMs anytime
Instagram currently allows its business/ creator accounts to switch off DMs from people they don’t follow. This helps avoid abusive/ unwanted messages as these accounts receive the most, Instagram said.
Now Instagram is planning to expand this feature to personal accounts too and it will soon be available to all the users.
‘DMs is more challenging’
Instagram users have so far used the ‘comment filter’ feature to prevent themselves from offensive comments that use words, phrases, or emojis they don’t want to see.
“Last year we announced a new feature to manage multiple unwanted comments in one go – whether that’s bulk deleting them, or bulk blocking the accounts that posted them,” Instagram said.
It helped in a meaningful decrease in offensive comments, after Instagram started using AI to warn people when they’re about to post something that might be hurtful.
“Because DMs are for private conversations, we don’t use technology to proactively detect content like hate speech or bullying the same way we do in other places,” added Instagram.
Instagram is currently working on this feature and hoping to launch it in the coming months.
Miracle Inameti-Archibong, head of SEO at search agency Erudite, is chair of the jury at The Drum Awards for Search this year. Here she explains how brands can help customers find what they’re looking for, and the importance of long-term thinking in the pandemic.
The Drum: SEO marketing has faced its own set of unique challenges this year. How have you helped Erudite overcome the biggest hurdles?
Miracle Inameti-Archibong: It has been an interesting year because we’re all in the same river, but every client is on a different boat. It has helped that we’re a boutique agency. We’re a small team, we’re really agile, and we can respond quickly – adapting to our clients’ needs, being able to shift budgets to different channels where the need arises.
We’ve had to step in for some clients because they couldn’t get online in time, some had to pause entirely due to government guidelines. We’ve been understanding with them, not thinking about profit right now but rather about how we can build relationships for the future and our long-term goals.
TD: And for your staff?
MI-A: We’ve always had flexible working hours, but we can’t always operate a nine to five anymore. We’re focusing on delivering our work – it doesn’t matter what time of day we are delivering.
We provide mental health support that everyone can access privately, and we find ways to socialise when everyone’s so cut off. We’ve tried working with cameras on, lunch chats, things to make sure that we are still in contact with each other.
TD: What do you think the biggest challenge has been for the industry as a whole?
MI-A: Client flexibility – some clients wanted to pause their services – and education. There are clients that have benefited from lockdown, because everyone’s ordering online now, so demand has skyrocketed. One of the questions that we were asked constantly is, how do we sustain this growth?
We had to take our clients through an educational process, explaining that SEO can’t happen in a silo. You have to engage your email marketing, your reward system. Understanding how to convert customers into returning customers and building loyalty. That’s what we’ve been trying to teach our clients.
TD: A lot of people have fallen into that trap of short-termism. Have you seen a change in the way clients think about their long-term investments versus short term returns?
MI-A: Yes, especially clients that have both online stores and brick-and-mortars. They used to prioritise the latter, because it was easy – people went out to shops every day. When those companies were established, traditional marketing was at its peak. So you have top stakeholders who don’t understand SEO. I guess we are in part to blame because traditionally we haven’t reported on metrics that chief executives and stakeholders find interesting. But with the current trend of people shopping online, they have seen the value of that digital asset, not just as a traffic value, but as a brand value.
TD: There’s been a focus on two things for search marketers. One is content, updating things in real time for customers. But another has been a focus on the local. People aren’t permitted to travel very far so they’ve turned to local businesses. Do you think this will continue, and how does that affect search?
MI-A: It’s difficult to predict user behaviour. With local search, it’s all about making sure your GMB is set up and your customers have that information so they don’t drive or walk a long way on their one trip out to find they can’t get what they want. Google has made it easy with so many labels, just set up your GMB and make sure that you’re setting up all of those things.
TD: It’s hard for smaller, local businesses to manage this sort of thing.
MI-A: It is, but there are many free resources on Google. I would say to local businesses, there are so many snake oil SEO agencies out there. If you start with Google My Business, they’ve made it easy to integrate analytics. So you can monitor things on your site – find out when it’s busiest, what’s converting better – so you can offer deals.
Because if you want people to keep shopping local, you need to incentivise them. It’s the same tactics as big business. You’ve seen a surge in local. Now you have to keep them committed. You find out what they buy often, then you give them discounts. It’s so easy to set up a website. You continue to provide an excellent service and keep them informed.
TD: I personally find I’m speaking to Alexa a lot more these days. How do you think voice and AI will evolve this year, will Covid-19 hold back progress there, and how will technology affect marketers?
MI-A: I don’t think it’s going to hold back progress, because the search industry just responds to what Google is doing. It’s not slowing down in this aspect, so neither will marketers.
On voice search, I think we still have maybe two or three years before it’s the thing that everyone’s doing. I see it integrated to a lot of systems now, and it’s the way my children search, so I know it is the future. When it hits, everyone will be optimizing for it with featured snippets because that’s what gets pulled into voice search.
If you’re offering instant value, then you’re futureproof. Nobody wants to read a long blog post to find out if your shop is open. Think about your user, how they use your site. People want to reduce the time to task completion.
TD: So is that trade-off then between driving traffic to your own site and ease of use?
MI-A: Whether you drive the traffic to your site or not, it’s a brand exercise. Customers see your brand and know it’s there.
It’s about getting as much of that digital landscape as you can, because the search landscape is so crowded: there’s paid search, then there’s Google shopping. Whichever way you can make a name for your website, take the opportunity.
TD: Coming on to the awards, what are you looking for in the submissions this year?
I’m looking for a team or a submission that has considered the overall goal of the client. Often we see people going after tactics like they’re using a checklist. We did this, implemented this, and we got this result. I want to see a compelling story of the client’s objective and how SEO was used to aid that, and this is the impact it had.
SEO can no longer afford to work in a silo. We want to see how it’s integrating, and how people are using data insight. With the growth of AI and machine learning, we have so much data at our fingertips. I want to see it used to inform strategy. I’m interested in the innovative things people are using and how they are tying them into the overall company goals.
TD: If there were one piece of SEO or search advice you could give our readers, what would it be?
MI-A: Focus on your user. It’s not rocket science. Sometimes we veer towards what Google wants and forget about the user. If you look at recent algorithm updates they’re all about relevancy and authority. Google is trying to combat misinformation, so they are trying to rank the most authoritative site for every query. And if you focus on your user, focus on your USP, then you’re naturally going to be an authority on the thing that you’re selling.
So focus on providing them the best service and answering questions about your product before you start venturing out into things like broad keyword searches. How do they use your product? How can they benefit from your product? If you focus on optimizing all of these things, making sure you have a clear journey, you can’t go wrong.
Use these 15 website SEO tips to rank higher in search results and get more traffic to your page.
For many creative professionals, managing website SEO – search engine optimisation – feels foreign. However, SEO is incredibly important if you want people to actually see your work. It’s not enough just to choose the best web hosting service and build a beautiful portfolio website. People also need to be able to find your website when they search for work like yours.
In this guide, we’ll highlight 15 website SEO tips that you can use to get more eyes on your creative website.
01. Optimise your images
Most creative professionals’ websites are filled with images. But if your images aren’t optimised for web presentation, they could be slowing down your page when loading, and that can hurt your site’s ranking in Google searches.
Instead of uploading photos and design files that are megabytes in size, your goal should be to upload files that are no larger than 2,500 pixels on the long edge. That’s more than enough to appear in high resolution on any computer screen.
02. Add alt text
Add alt text to your photos to help search engines catalog them (Image credit: WordPress)
Another thing you can do to help your website rank in search engines is to add alternative text (alt text) or captions to your images. Alt text tells Google what the contents of your photo are, which enables it to catalogue your visual content in search results.
Describe the contents of your image in around 125 characters or less, and make sure to hit some keywords related to your website. Just avoid using the same keywords repeatedly for every image, since search engines may ding you for keyword stuffing.
03. Use titles and descriptions
Your page title and description is what Google and other search engines present to viewers. So, those lines not only need to showcase the keywords that are relevant to your creative niche; they also need to draw in visitors to click on your site when scrolling through search results.
Keep your page titles between 30 and 60 characters. Descriptions should be between 70 and 140 characters.
04. Write some copy on your homepage
Including text that describes what you do on your homepage can help boost your search engine rankings (Image credit: Scott Kranz)
If your homepage is filled with images and no text, search engines will have a hard time reading it. That’s why it’s essential to include at least some written copy on your homepage. A brief description of what you do or a preview of your about page can go a long way in boosting your website in search results.
05. Focus on your About page
A high-quality about page keeps visitors on your site and boosts your SEO (Image credit: Rook)
On most creative websites, the About page is the second-most-visited page, behind only the homepage. Optimising it can help keep visitors on your site longer, which search engines take as a sign that your site is of high quality.
Make sure to include a picture of yourself and a brief but detailed explanation of who you are and what type of work you do. This is also a great opportunity to hit keywords related to your niche.
06. Fix broken links
Pages on the internet move around over time. When that happens, it can leave you with broken links, particularly in older blog posts. Every time your site contains a broken link, your page ranking drops just a little bit.
Thankfully, updating or removing broken links is straightforward. Just use an online tool like Dead Link Checker to spot links that no longer work across your entire website.
07. Add an SSL certificate
An SSL certificate ensures that visitors are secure when they connect to your website. If your website doesn’t have an SSL certificate, it is likely to be downgraded by search engines.
Most of the top web hosts include a free SSL certificate when you sign up for a hosting plan. If you don’t have one, you can get a free certificate from Let’s Encrypt. Your web host should have detailed instructions to guide you through the installation process.
08. Connect to a CDN
A CDN like Cloudflare speeds up page loading when visitors connect to your site (Image credit: CloudFlare)
A content delivery network (CDN) creates copies of your website on servers around the world. That’s a good thing for your website SEO because it speeds up page loading for visitors, something that search engines weight heavily when ranking. Cloudflare offers a free CDN, and there are plenty of other free providers as well.
09. Launch a blog
Starting a blog is one of the best things you can do for your website’s SEO. This gives you the opportunity to add more content and photos of your work, plus, you can write copy that hits a ton of keywords. Better yet, high-quality blog content can help you retain visitors on your website, which boosts your site’s ranking in search engine algorithms.
10. Do keyword research
Use Google Search Console to find out what keywords are relevant to your website (Image credit: Google)
Keywords are the words and phrases that visitors search when looking for websites like yours. While some keywords relevant to your website might be obvious, doing your research can help you find ones that aren’t. You can use Google Search Console to see what keywords people are typically searching when they find your website.
11. Add testimonials and reviews
Testimonials and customer reviews give your site more credibility in the eyes of both visitors and search engines. You can get the most benefit from customer reviews by creating a Google My Business account, then asking clients to write reviews for your business through Google.
12. Build backlinks
Backlinks are links from other websites to your own. If backlinks come from reputable websites with a lot of traffic, they add legitimacy to your website in the eyes of search engines. You can build backlinks by guest blogging or sharing your work. Monitor Backlinks is a service that can help you track backlinks to your website.
13. Create a sitemap
A sitemap is a digital map of your website that helps Google and other search engines index it. That ensures that all of your pages and content will appear in search results. You can easily create and submit a sitemap for your site using Google Search Console.
14. Put your 404 page to work
Use your 404 page to redirect visitors or hit keywords related to your site (Image credit: Delaware Sea Grant)
It’s easy to forget about your 404 page, which is where visitors end up when they try to visit a page that no longer exists on your website. But the 404 page can be a chance to redirect visitors to the rest of your site and even hit a few keywords. See some of our favourite 404 pages for some fun examples.
15. Connect to Google Analytics
Google Analytics enables you to see what SEO changes are working (Image credit: Google)
Google Analytics enables you to see how visitors are finding your website and what pages they’re visiting most. Connecting to Google Analytics won’t improve your SEO all on its own. But it will help you see what SEO changes are working and what pages on your website need improvement.
Video communications are central to the modern workplace as creative teams continue to work together remotely, and Zoom has made it quick and easy for anyone to set up and conduct virtual meetings. Zoom’s mission — to make video communications frictionless and secure — aligns perfectly with one of our goals for Adobe Creative Cloud — making it as easy as possible to do your best creative work in a frictionless environment. That is why, today, we are thrilled to announce Zoom and Adobe are coming together. The new Zoom plugin for Adobe XD is making working together on creative work easier than ever.
We know remote work poses unique challenges for design teams that rely on close collaboration to bring their creations to life. Creativity is best when teams work and design together, feeding off each other’s ideas and building on them. Adobe XD powers collaboration at every step of the design process, from editing together in real-time with other designers to getting feedback from product managers, developers, and other stakeholders. And with the plugin, you can quickly join or start Zoom meetings directly from XD.
View and join a scheduled meeting or by meeting ID right from XD.
The Zoom plugin for XD brings visibility to upcoming Zoom meetings right inside XD so you will never be late for design reviews, user testing, and other sessions where you need to get feedback. This plugin lets you connect and sync your Zoom meetings in Google or Outlook calendar, so you will see them right within the XD Plugins Panel, front and center. When it is meeting time, it takes just one click to join and launch Zoom. You can even join with screen share enabled if you are the one presenting.
And you are connected to your team with screen sharing in an instant.
Coediting in Adobe XD: More interactive than ever with Zoom
Coediting in Adobe XD lets you and your team work together in real-time. You can invite other designers, copywriters, developers, and anyone else to view and edit documents with you.
In a virtual work environment, Zoom helps teams recreate some of the ways of working together, like discussing design options or reviewing changes. With the Zoom plugin for XD, you can start ad hoc meetings to review XD designs with other editors on the document. Click start to generate invites pre-filled with co-editors on the document, add or delete who you want in your meeting, then click send to email invites to your Zoom meeting — all without ever leaving XD.
Start design reviews with co-editors on XD documents in a few clicks.
If you and your team use Zoom for virtual meetings, you can install the Zoom plugin for XD here in the XD Plugin Manager to start working with Zoom in Adobe XD now.
he first anniversary of the coronavirus quarantine is fast approaching, and for many of us, it’s felt like a lost year. “It’s OK to Feel Overwhelmed and Be Unproductive,” Psychology Today assured its readers. “You’re not lazy: Why it’s hard to be productive right now,” read a recent CNET headline. When the Washington Post asked readers to describe 2020 in a word, among their top suggestions were “fallow,” “limbo” and “lost.” The New York Times suggested “Blursday,” for its repetitive “Groundhog Day-esque quality.” My daughter calls it a collective “gap year.”
Yet this year may not have been as lost as we fear. While researching a book on reinvention, I’ve interviewed dozens of experts on transformation in all its forms. I’ve spoken to neuroscientists who study creativity, psychologists who work with trauma survivors, cognitive scientists who study “aha” moments and business-school professors focused on innovation and career reinvention. The types of transformations they study vary. Yet I’ve been struck by the one step that every type of reinvention has in common: it’s preceded by an in-between time, a seemingly fallow period much like the one we find ourselves in now.
To be sure, these scientists aren’t suggesting there’s a silver lining to a year that’s brought an unimaginable death toll and raging unemployment. What they offer, instead, is a glimpse of how this “lost year” fits in on the journey we are attempting to navigate toward a post-pandemic world and the hope that, whether we experienced devastating loss or an uneasy feeling of stagnation, we will find better days ahead.
The prolonged shutdown, by throwing us off-kilter, may help us reimagine our futures, says psychologist Richard Tedeschi, professor emeritus at University of North Carolina at Charlotte. He would know. When he and colleague Lawrence Calhoun studied survivors of trauma – hurricanes, war, domestic violence, the death of loved ones – they found that after a time, a significant portion of them report feeling renewed. They have a sense of fresh possibilities in life, an openness to following new pathways.
In the mid-1990s, the two men coined a phrase for the phenomenon: posttraumatic growth. Almost half of all trauma survivors ultimately experience it, a 2019 meta-analysis of 26 studies concluded. It can affect societies as a whole after a communal trauma like wartime or pandemic. But to achieve it, you first must go through a period of struggle, when you throw out assumptions about how life was supposed to play out. “It takes time,” Tedeschi told me. “It takes a while to right yourself and figure out which direction you’re going to go.”
Consider the case of a 1987 ferry accident, when the Herald of Free Enterprise capsized on its way from Belgium to England, killing 193 passengers and crew. In the immediate aftermath, psychologist Stephen Joseph and his colleagues were able to interview survivors, who not surprisingly reported suffering nightmares and anxiety. Yet when Joseph interviewed them again three years later, 43% reported that their lives and attitudes had changed for the better.
Survivors of a New Zealand earthquake, state terrorism in Chile, and the 9/11 terror attacks have also reported growth. Tedeschi has found that the positive outcomes generally fall into five categories: appreciation for life, relationships with others, spiritual changes, personal strength and, notably, “new possibilities in life.” A 2013 University of Pennsylvania study of 373 people found the majority also reported increased creativity after trauma.
“It takes a while to right yourself and figure out which direction you’re going to go.”
It’s too soon to know the long-term impact of COVID-19’s “lost year.” But there’s some evidence it is already prompting people to re-evaluate their lives and careers. Millions have lost their jobs, and entire job categories, like those in hospitality and live entertainment, have been wiped out, at least for now. Millions of others who are still employed are rethinking their futures. In a November survey, 64% of Americans said they were either looking for a new job or would consider a new one.
Intriguingly, London Business School professor Herminia Ibarra found that an in-between time when you feel unproductive is critical for people who want to switch careers. She calls it a “liminal period,” when you’re “existing betwixt and between a past that is clearly gone and a future that is still uncertain.” In a Harvard Business Review article published toward the beginning of the pandemic, she wrote that it’s essential to “embrace the liminal” period, even though people going through it “feel unmoored, lose their bearings,” because it “prevents you from shutting down prematurely and missing better options that still lie ahead.”
Scientists who study creativity have similarly pinpointed that fallow period as the key to breakthroughs. In their labs, it’s known as the “incubation period.” It’s what happens when you’re stumped by a problem and give up in frustration, then wake up in the middle of the night knowing the solution. Drexel University psychologist John Kounios explains that breakthroughs often come about after you’re blocked and then are distracted by exercise, or sleep, or taking a shower. That’s when your subconscious brain can weave together disparate thoughts that then may pop up into your consciousness as an “aha” moment. The “wandering mind can stumble on to insights. If you always have those blinders on like a horse, you are only looking straight ahead,” Kounios says. “It’s those peripheral thoughts that trigger insights.” There’s a reason screenwriter Aaron Sorkin has said that when he has writer’s block, he takes a shower – up to eight a day!
This latest research sheds light on why some singular achievements have taken place during previous pandemics. Isaac Newton was a Cambridge student, quarantined because of the bubonic plague at his family’s apple orchard, when he made some of his key discoveries about gravity. William Shakespeare wrote some of his most monumental works during plague outbreaks, including King Lear. Clearly, the plague didn’t make either of them geniuses, nor, sadly, will quarantine make any of us any smarter. But what it did do was create the space for thinking and dreaming, which allowed new ideas to flourish.
The science of these fallow periods may be recent, but the “in-between” period has long played a starring role in history and literature. Consider these examples from recent years: In Katherine May’s Wintering, she defines the title as “a fallow period in life when you’re cut off from the world, feeling rejected, sidelined, blocked from progress, or cast into the role of an outsider.” In Life Is in the Transitions, Bruce Feiler refers to this period as the “messy middle” that leads to a “new beginning.” Brene Brown, in Rising Strong, calls it a “middle space of struggle” when you’re “in the dark.”
In a sense, we’re all in that “middle space of struggle” right now and it’s important to recognize that we won’t be in this limbo forever. But if you do want to give yourself a nudge, the experts have a few suggestions. Among them:
Take a break. A shower, a run, a nap. Drexel’s Kounios has found that distracting yourself when you’re stuck is often the best way to solve a problem or come up with a new idea. In a 2015 survey of 1,114 people, Linda Ovington, a researcher at Charles Sturt University in Australia, found that 80% reported having “aha” moments, and among the most frequent places they had them were in the shower, while exercising, in transport or in nature.
Daydream. We spend 25% to 50% of our time daydreaming, a figure that mental health experts believe has increased for some people during the pandemic. The good news is, in a study of physicists and writers, psychologists at the University of California, Santa Barbara, found that 20% of their most original ideas arose while daydreaming. What’s more, the ideas they had while daydreaming were more likely to solve “an impasse on a problem and to be experienced as ‘aha’ moments” than when they were consciously focused on their work. In a 2013 analysis, meanwhile, University of Minnesota psychologist Eric Klinger found that mind-wandering helps people explore possible new goals “such as job possibilities or personal relationships.”
Talk to an “expert companion.” Tedeschi and his colleagues have found that to achieve post-traumatic growth, it helps to talk to a person who knows you well. The person doesn’t need to be a professional; it’s often a friend or relative. These conversations can be revelatory even without trauma. As a young man, Danny Meyer was considering law school when his uncle told him, “Since you were a child, all you’ve ever talked or thought about is food…Why don’t you just open a restaurant?” That comment set Meyer, now CEO of Union Square Hospitality Group, on a path to become one of the most successful restaurateurs in the world. “I knew I loved restaurants, but it just never occurred to me that that was a viable career choice” until then, Meyer told me.
-Try on “possible selves.” Psychologists believe we can imagine different variations of who we might become. As Ibarra, the business professor who specializes in career reinvention, has written, “the path to your next career will be circuitous. To cover all of the ground you’ll need to cover, it’s vital to let yourself imagine a divergent set of possible selves and futures. Embrace that process and explore as many of them as you can.”
–And finally, don’t be too hard on yourself. I’ve certainly had my days and weeks of feeling like I’m spinning my wheels. It’s easy to get caught up in a doomscrolling cycle of despair, even as we feel that we should do something. Yet the experts I’ve spoken with believe this period of fallow, of discomfort, does serve a purpose. “When society gets too comfortable, it gets too rigid,” Kounios says. “It’s when you are forced to think and act differently that it liberates the mind to be creative.”
Feature Image Credit: A commuter walks through a nearly empty Fulton Street subway station complex New York City, on July 7, 2020. Angela Weiss—AFP/Getty Images
2020 was an interesting year, to say the least, and many of us are relieved to see it gone. Cannabis business leaders faced a plethora of new challenges, such as the loss of new business from in-person events, trade shows and conferences, a struggle to build community, and the inability to travel freely or shake new hands like before.
Still, there’s a lot that we can learn to set ourselves up for success in 2021, including a strategic approach to public relations. Most of us aren’t betting on the return of in-person events anytime soon. We understand that taking a digital approach to staying top-of-mind, relevant, and expanding is not only the safest bet also a requirement.
Here are three boxes you need to check in your PR strategy.
1. Amplify brand awareness
You can have the best product and the best service, but if nobody knows, then it’s not serving anyone any good. To drive awareness, focus on collaborating and cross-promoting with others who have robust networks, audiences, and followings that could benefit from what you have to say. For example, participate in more podcasts. When you join a show as a guest and share your brand narrative, showcase your expertise, and cultivate an insightful conversation with the host, listeners will remember you and your brand. You’ve tapped into a brand new pool of business partners and collaborators. Guest blogs, press interviews, and writing thought-leader stories for media publications are also useful.
2. Create quality content
Have you ever heard of thought leadership but been confused by what it actually is? Here’s a little primer that my team and I use: Break down the phrase into two segments: thoughtfulness and leadership.
Thoughtfulness is when you’re genuine, authentic, and thoughtful in your response to a particular subject matter. So ask yourself, Are you just siding with the masses, or are you adding an original, new, innovative idea and perspective to a conversation that’s already taking place?
Leadership represents you being a pioneer and someone who is leading the conversation. By bringing a new perspective to an existing discussion with information and data to back up your thoughts and ideas, you’re leading the way for a new way of thinking, planning, and taking action. Each time you communicate, make an effort to bring something new and game-changing to the conversation so that if this is someone’s first time coming across you and your name, they won’t forget it, and they’ll want to learn more.
Content (whether it’s owned, earned, or paid media) needs to be thoughtful, relevant, and valuable to whoever is consuming it. You want them to respect you and your brand. Otherwise, it’s not thought leadership. It’s just mindless rambling.
3. Focus on community building
Content wrapped in community will drive attention to your brand, build an audience, and develop your business. But with the lack of in-person events, it’s up to the innovators and change-makers to figure out how to establish a sense of community virtually and at a distance. We already see this with virtual conferences implementing virtual booths and networking events using Zoom and virtual communication tools.
I believe one of the best vehicles for creating content wrapped in community is a podcast. When you have a podcast, a lot of great things start to happen. You’ll notice your network and your reach begin to expand. Why? Well, the cross-promotion that takes place when your guest shares the interview on their network results in reaching a brand new audience, which might have taken months or even years for you to get on your own. Multiply this effect by 50 if you’re able to publish fifty episodes in one year. You’ve just expanded your network exponentially over 12 months.
On top of the network expansion, you’ll start to feel more creative and innovative with each new person you talk to. This will naturally lead to greater business development and increasing your chances of boosting business.
It’s exciting that 2021 is finally here, but don’t forget that we need to hit the ground running in ways that embrace distant, digital connections and help us rethink and rebuild how we do business moving forward. Starting with making sure you have the right PR strategy in place is a sure-fire way to kick off the new year in the right direction.