As you may or may not be aware, Vimeo just recently launched a redesign to their home page, with some new emphases on Vimeo up-sells like Vimeo Plus. This new look and site strategy makes great business-sense for Vimeo; but it begs the question (and always has): Does Vimeo make sense for your business? Default Answer: No. [...]]]>

As you may or may not be aware, Vimeo just recently launched a redesign to their home page, with some new emphases on Vimeo up-sells like Vimeo Plus. This new look and site strategy makes great business-sense for Vimeo; but it begs the question (and always has): Does Vimeo make sense for your business?

Default Answer: No.

One thing to understand about Vimeo is that it’s not made for you, business person(s). Vimeo is different from YouTube in that it’s focus is on video quality, both in terms of content and in cinematography. Vimeo is not for commercial use. It’s purpose is to show causes, education and art.

Vimeo started out as an HD alternative to YouTube. It introduced online HD streaming before YouTube was able to handle it. That got a whole crowd of people on board. Also — its player, when embedded on someone’s site, looked a lot cleaner and better. YouTube’s caught up now on both counts, but Vimeo established a culture of: “Our videos are better.”

Because of this, Vimeo’s videos tend to focus more as a “Flickr for video-lovers.” When people want to watch music videos or laugh at kittens, they go to YouTube. With Vimeo, people come to learn or be inspired.

But, I Thought Vimeo Could Help My Business!

Ahhhh! Well, there is good news. Vimeo could be an invaluable resource for your business. The trick is to put out video content that isn’t among the status quo. Here are few things you can do to make Vimeo a valuable marketing arm for your business:

1. Make the topics of the videos something educational.
• GOOD IDEA: A summary video of a session from one of your webinars or conferences.
• BAD IDEA: An advertisement for one of your upcoming webinars or conferences.
2. The Vimeo community likes more refined video experiences, so it helps to have multi-camera videos when possible, with some work in the editing room.
• For most small-mid-sized businesses, simple video editing tools are fine (like iMovie). Though it’s important to gain some footwork in the field. Low-cost editors, like Final Cut Express, are preferred if you have the chops to put in the time to learn how to use them well.
• Create some bumper music and a banner for the beginning and end of your videos. Here’s an example of a video  of me at a Pecha Kucha night in Greenville a while back: http://vimeo.com/13921846
3. Make sure you tag all videos carefully so that they’ll be considered related too each other, and people who view your videos can more easily find other videos that you have.
4. Most Vimeo videos are made available for download (since they’re for non-commercial use). This is a great way to get your Vimeo channel some exposure to those who otherwise might not visit. You can give url’s to the video directly where they can download it on that page. This is especially valuable for any educational/seminar-type content you release onto it.

Remember, Vimeo’s got a fantastic player and phenomenal and dedicated community. You’re welcome to engage them; but you must do so on their terms. Vimeo’s community doesn’t want commercials. They want inspiration and education. Deliver that, and you’ll become a valuable resource in a thriving niche community.

I’m not one to interact much with advertising on social media. Social media marketing is difficult to pull off–most people are annoyed or simply uninterested in being pitched a product or service on Facebook or Twitter. But the other day I came across an example of a company that seemed to get it right in [...]]]>

I’m not one to interact much with advertising on social media. Social media marketing is difficult to pull off–most people are annoyed or simply uninterested in being pitched a product or service on Facebook or Twitter. But the other day I came across an example of a company that seemed to get it right in a way that I haven’t seen before.

Enter FAGE.

I had no idea what FAGE was, but I clicked on a link that a friend had posted titled “Greek Getaway”. I thought they were going there on vacation and was interested to learn more because Greece is on my list of desired destinations. Interestingly enough, what I found when I arrived at their website was a chance to enter to win a trip to Greece, all expenses paid. Still not knowing what FAGE was, I clicked to enter.

This is where it got good.

A video of a stunning walk through a marble-white village on the island of Santorini overlooking a sky-blue sea with mountains billowing in the background immediately began playing. I was intrigued and wanted to view the other scenes, but here was the catch — I couldn’t proceed to the next scene without answering a question posted about their product. Eager to get to the next scene and find out more, I selected an answer, and the process repeated itself until I had watched 5 scenes and answered 5 questions. At this point I was entered to win the getaway.

So, what’s so special about a giveaway, you might be asking? Hasn’t that been done before a million times? Yes, but execution is everything. There are a few reasons why FAGE provides a particularly great example of social media marketing strategy:

1. Compelling — I wanted to click the link from Facebook because the picture and destination were beautiful, creating an enticing getaway that I actually wanted to win.
2. Pleasant — I voluntarily chose to continue entering the drawing and knew exactly what I was doing in the process. (It helped that the questions portrayed an enjoyable sense of humor)
3. No Tricks — The questions were straightforward and honest; they weren’t trying to trick me into anything.
4. Educational — By the end of the process I felt like FAGE was a quality product that I wanted to go buy. I learned a bit about Santorini too!
5. Viral — Friends were encouraged to share with friends.
6. Flawless Execution — If it had been a tacky video that didn’t load quickly, or if the navigation didn’t flow intuitively, I would have left and never come back

Last I looked, FAGE had almost 300,000 likes on Facebook alone. Not bad exposure for a yogurt company, huh? You can see it here yourself: http://www.fageusa.com/community/fage-greek-getaway/.

Oh, and the friend who’s link I clicked just bought me my first FAGE yogurt. It was delicious.

Are you an inventor or innovator with the next big thing on the web? Do you live in fear that someone will steal that idea? Idea theft is a major problem that has taken on a new twist in the information age.   As a web development company, people come to us all the time with [...]]]>

Are you an inventor or innovator with the next big thing on the web? Do you live in fear that someone will steal that idea? Idea theft is a major problem that has taken on a new twist in the information age.  

As a web development company, people come to us all the time with great ideas. We’re privileged to participate in early conversations that shape product launches. Some ideas are great — others not so great (remind me to tell you about a few hilarious ones the next time I see you at a party). One thing is certain, creators often fear someone stealing their idea.

Move Quickly
If you believe in your idea and know people will use it, get started! If your idea is something web-based, it’s critical that you launch and start building a user base. Competitors can steal your idea, but it is harder to steal your users.

Keep Moving
Idea theft is real and fear is warranted. However, don’t let that fear paralyze you. Protect your idea, but keep innovating and inventing. The best defense against idea theft is innovation.

“Should I patent my idea?” people often ask. Patents don’t keep people from stealing your idea. They are just a tool you can use to prosecute people who steal your idea–prosecute them at your own expense. Patents are only worthwhile if have the resources to enforce them.

You’ve heard it said, “If you aim at nothing, you’re sure to hit it every time.” Some people struggle in life because they don’t set goals. They’re aiming at nothing. However, you’d be hard pressed to find business owners who don’t set goals, and I talk with business owners every week who have goals for [...]]]>

You’ve heard it said, “If you aim at nothing, you’re sure to hit it every time.“

Having the right target doesn’t ensure hitting it.

Some people struggle in life because they don’t set goals. They’re aiming at nothing.

However, you’d be hard pressed to find business owners who don’t set goals, and I talk with business owners every week who have goals for their website. But they aren’t reaching those goals.

Why not?

Well, in summary, the problem isn’t the business owner, it’s the goal.

Room for Improvement

Were you to listen in on my conversations with business owners when they tell me their goals, they usually sound like this:

“I want our site to be a resource for our customers.”

“Our website exists solely to generate revenue.”

“We want to drive more traffic to our website.”

Chances are, you’ve probably either heard or said one of the above. They’re pretty common, right? What if I told you that the above goals are good goals, but not good enough? They aren’t great goals. They need improvement.

Transforming your Web Goals — Making them Great

These goals have direction, but they are lacking three essential ingredients. Great goals must be (1) specific and (2) measurable and (3) reasonable.

Were we to reverse two of the above goals that are generic, they might sound like this:

“For website traffic, we want to have a bounce rate under 30% and increase lead generation by 300% over the next 12 months.”

“For revenue, we want to see our website sales rise to $1.5 million in 2011.”

Rationale

• If goals aren’t specific, there is no mark for success, only a subjective feeling.
• If goals aren’t measurable, you can’t track your success and adjust when things don’t work out.
• If goals aren’t reasonable, you may get frustrated with your team or Web partner for not seeing the success you expected.

Setting great goals is the first step to having a successful Web presence.

——

To read more about Goals and your Web presence, see Chris Rackley’s article “Determining Goals, Objectives for your Web Site.”

A singular, focused call to action is the most influential component of any given web page. At its core, the call to action is what drives a page or site from informative to engaging. There’s so much that goes into creating a good call to action. From clarity of language to design of the button/link [...]]]>

A singular, focused call to action is the most influential component of any given web page. At its core, the call to action is what drives a page or site from informative to engaging. There’s so much that goes into creating a good call to action. From clarity of language to design of the button/link and the content around it, there are a number of elements that need to be given consideration for a call to action to be successful.

When trying to decide on a call to action (hereafter known as CTA) on your site, the first good rule to live by is:

Focus on a Primary Action

There are a variety of reasons a user comes to a particular site. A common mistake is to offer a number of CTAs: at least one for each of these reasons. Unfortunately, that’s like throwing spaghetti at a wall and  seeing what sticks. You might cover a number of reasons through a variety of CTAs, but if there’s too much on the page competing for the users’ attention, you’ve lost the effectiveness you were looking for.

With so many calls to action on the page (including the menu items), there’s no clear course of action for the user.

With a single, primary call to action, this site immediately communicates to the user what his goal for the site should be.

The problem is not audience goals, but site goals. There’s a reason your site exists — what is it? Is it so users will buy something from you? Is it so they’ll contact you? Is it so they’ll be inspired? Make your goal the basis for what you tell users to do on your site. Your content should be user-centric, not self-centric, but the CTA should almost always come back to what you want them to do. Once you’ve got that settled, make that the primary CTA on the page. Don’t bury it. If you lay out your content and think the main CTA makes better sense at the bottom of the page then odds are you need to rethink your content.

This site makes the mistake of waiting until the very bottom to communicate the CTAs. There’s way too much content for the user to sift through before getting there.

This page is a great example of a site that needs to put its CTA button below some content, so it introduces the CTA in the header of the content, making clear to the user what they’re supposed to do on the page.

Finally, there’s nothing wrong with giving people more than one CTA on a page. It’s vital, though, that each CTA has its own space to stand out and that there’s a logical prioritization of them.

Though this site has multiple CTAs, each is spaced out and the primary CTA is clear.

The only time CTAs should be seen in close proximity with each other is when they’re interrelated, such as varying reasons or methods to contact the site owner (with the CTA still as contact).

Though two CTAs exist side by side on this site, they share the same basic action, making it logical to sit parallel to one another on the page.

So when sketching out ideas for what the CTAs should be on your site, remember the first simple rule: Keep the focus on a single, primary action that you want your users to do when visiting your site.

The results will speak for themselves.

The Worthwhile Company has added Wes Carr, CPA to their team as Accounting Director. Wes brings substantial experience in both public and non-profit accounting to his new role. His expertise will support the entire team as he standardizes office practices and integrates all of the company’s financial reporting. “I am excited to join a winning [...]]]>

The Worthwhile Company has added Wes Carr, CPA to their team as Accounting Director.

Wes brings substantial experience in both public and non-profit accounting to his new role. His expertise will support the entire team as he standardizes office practices and integrates all of the company’s financial reporting.

“I am excited to join a winning team that influences both regional and national markets.” says Wes. “It’s a pleasure to be a part of the Worthwhile difference.”

Quiz: What ties these things together? A hall of mirrors. A “wave” of stoked fans at a football game. The blessings and headaches of social media. It is called recursion or virality, and it is a two-faced beast. Face #1: the lapdog To understand recursion, try a simple experiment. Set two mirrors facing one another. [...]]]>

Recursion: didn’t I see that somewhere before?

Quiz: What ties these things together?

1. A hall of mirrors.
2. A “wave” of stoked fans at a football game.
3. The blessings and headaches of social media.

It is called recursion or virality, and it is a two-faced beast.

Face #1: the lapdog

To understand recursion, try a simple experiment. Set two mirrors facing one another. BOOM! Infinity in two square feet. Mirrors within mirrors within mirrors. You gaze down an infinite corridor.

This kind of repetition makes the internet tick. When you view a web page, you peer through a pinhole into a gigantic funhouse of mirrors where data is mirrored, colored, and shaped into ten thousand forms before lasering through your pinhole. It happens quickly, like our mirror experiment.

The internet is a wonderful thing. An unfathomable library of human knowledge lies at your fingertips. And you can contribute to it! You can vote with your words on an even playing field.

So this thing called recursion seems a helpful beast, like a lapdog that fetches your slippers and your favorite book every morning.

Don’t let the internet’s recursion turn into Donkey Kong.

Face #2: Donkey Kong

But sometimes this beast shows its other face.

Try another experiment. Carelessly enter a stupid twitter message you never care to repeat. The fact is, you won’t have to repeat it. In a matter of seconds, thousands of computers repeat it over and over again, blanketing the planet with your message.

Or try this: write an innocent blog about the sign-in mechanism for Facebook. Suddenly hordes of confused people looking for Facebook flood your blog, leaving fifty-one pages of baffled or deranged comments. Seem unlikely?

So, our lapdog has metamorphosed into a huge gorilla. Instead of fetching your slippers, this gorilla heaves projectiles at your head. Pretty soon, reality feels like Donkey Kong, and that’s you on the screen dodging barrels. As they roll faster and faster, you want a way out.

Okay, this is the line where I totally flip out and scream that Facebook is run by psychopaths and I need my privacy back and I didn’t realize anyone could see my fluctuating relationship status. Sorry to disappoint you here, but I’m not following that script. I have a better solution than lobotomizing the internet. Simple, but not necessarily easy.

Just think.

Did you miss it? Let me try again. Just think! Just think before you post. Ask yourself, “How will people react to my message? How might they get confused? Do I really need to mouth off about my mother-in-law? Should I spread such-and-such rumor without checking first?”

Will that fix all communication problems in a modern society? Of course not. Will you ever get burned? Of course. Hate to break it to you, but that happens sometimes.

Using your brain when posting online, however, is simply the right thing to do. Live and learn from mistakes, even those Donkey Kong barrel-dodging mistakes. Get connected. Leverage your network identity and accomplish some good.

Major retail players are striking out these days when it comes to user experience. No doubt, the online shopping growth phenomenon of the last 3–5 years has contributed toward the declining user experience batting average. What’s causing them to swing and miss? Coupon Inconsistency It’s a common occurrence to ask if a coupon code can [...]]]>

Major retail players are striking out these days when it comes to user experience.

No doubt, the online shopping growth phenomenon of the last 3–5 years has contributed toward the declining user experience batting average.

What’s causing them to swing and miss?

Coupon Inconsistency

It’s a common occurrence to ask if a coupon code can be used at a local retail store, only to be told, “I’m really sorry. We have to have the actual piece of paper.” My eyes gloss over each time. Really? You need a piece of paper to give me 20% off my order from a coupon that your company issued?

Difficult coupon policies are hurting the retail user experience, since there are different policies per company for online and in-store shopping. Not knowing what to expect always leads to a poor user experience.

No Online to Store Return and Refund Provision

So, you just received an item that was sized incorrectly and it doesn’t fit. Your options? Return ship and wait another 4–6 days for the company to receive the item, replace it, and re-ship it back to you.

There has to be a better way.

I’m not a Lands End-Sears fan by any means, but they have it down pat. Probably the best of any company when it comes to this.

Order a product from the Lands End catalog or website. Doesn’t fit? You don’t like it? EASY. Return it to Sears for a full refund. No questions asked.

Don’t want to pay for shipping? NO PROBLEM. Order the Lands End item from Sears and have it shipped to the store for free in-store pickup in 2–3 days.

This is the second pitch that companies are swinging and missing on in the user shopping experience in 2010.

No Free Shipping for Purchases and Returns

It’s December 18th. You just received the hoody you ordered, but they run small, and it’s not going to fit your brother. Most times, your only option is to return ship the item (usually costs at least $5–7 and 2–3 days), and now hope the company can return ship it by December 24th, which will usually cost you another $5–7 in shipping.

I now refer you to the user experience manual. Look up “The Zappos Rule.” Free shipping both ways. Shoe doesn’t fit? Send it back. They’ll have it back to you in less than a week. That was easy.

While this doesn’t solve the time issue, it significantly improves the user experience. Online shoppers will change their behavior and order earlier, in order to account for this possibility, but they won’t accept having to pay $10–15 in extra shipping, not to mention extra $$$ for overnight shipping.

Conclusion

If the Big Retail Players (ie: Target, Dicks Sporting Goods, Gap) want to improve their batting average at the plate of User Experience, they would do well to heed the 3 items above. Otherwise, they’ll be riding the pine due to striking out.

Good user experience almost always leads to growth in sales and referrals. Stop swinging and missing!

It’s a popular question these days in the corporate world. Many times the reasoning behind starting a blog is “my competitors have a blog.” While this is well-intentioned, and while it’s good to keep an eye on the competition, this motivation is often short-sighted. Another line of thinking behind starting a company blog is the [...]]]>

It’s a popular question these days in the corporate world. Many times the reasoning behind starting a blog is “my competitors have a blog.” While this is well-intentioned, and while it’s good to keep an eye on the competition, this motivation is often short-sighted.

Another line of thinking behind starting a company blog is the Field of Dreams mantra, “If you build it they will come.” Great movie. Great line. Bad blogging strategy (at least by itself).

To sum it up, if you don’t know why you’re starting a blog, don’t. At least, not yet.

For some of you, this information may have curbed your enthusiasm, a little bit like throwing a wet blanket over a fire. For others, it may have been the confirmation you needed to avoid another time commitment.

Still curious? Here are two questions that can help you know if a blog is right for you.

1. Are you passionate about something?

It’s a general principle that if you’re passionate about something, others probably are too. So, why not share it? Do you find yourself at networking events or parties talking about the great things going on at your company?

A company blog is a great place to share industry insights, ideas, and fresh analysis.

2. Do you have a loyal following?

You may or may not consider yourself to be a thought leader in your industry space, but if you have an audience that finds what you have to say to be consistently helpful, you should consider starting a company blog.

If you have a growing company, you have something to contribute that others would find valuable.

You may not have answered “Yes” to both of these questions, but even if you answered “Yes” to one of them, you should seriously consider starting a company blog.

Every time you open your mouth to talk, they’re right there. Whenever you accept a call, they’re on the other end. When you hit Send, they’re about to get an inbox alert. Your audience—easily forgotten, often neglected—shows up every time you communicate, no matter if you’re on the Web or off. Sure, not everyone’s listening, [...]]]>

Who’s your audience?

Every time you open your mouth to talk, they’re right there. Whenever you accept a call, they’re on the other end. When you hit Send, they’re about to get an inbox alert.

Your audience—easily forgotten, often neglected—shows up every time you communicate, no matter if you’re on the Web or off.

Sure, not everyone’s listening, and not everyone who reads is a client. In fact, it’s precisely because our audience tends to be vague and faceless that we often find the whole concept of a blog or website to be intimidating.

That’s the status quo. What if your audience was a little more, well, status oh-yeah-that’s-who-you-are?

Tom’s Shoes thinks any customer could potentially become a poster child. It’s a sign of just how flexible they want their brand to be.

What you need is a poster child.
You know, a stereotype, an archetype, an individual who stands for the entire group. If you could imagine one person in your head (instead of that nameless, faceless blob), writing for a blog or a website would be so much easier.

The concept started out on milk cartons, with an actual missing person reminding us of all such people. Since then, it’s rapidly spread to include poster children for Verizon, for Nationwide, Progressive and so on. Now those are stereotypes of companies. What you want to know is how to create a poster child for your audience (clients, prospects and so on). Right?

3 Steps to Creating Your Poster Child
1. Start with three individuals:

• Your biggest fan
• A prospect you’d love to land
• A casual reader or acquaintance

2. Describe each of them, briefly. Focus on qualities.

3. Combine the most distinctive qualities into one new person—just make sure they don’t contradict! You can even give your poster child a name & picture, if you like.

It’s easier to talk to one person than a nameless, faceless blob.

Then What?
Once you have your poster child, writing for a website, blog, mass email or advertisement becomes a simpler thing: it becomes a conversation intended for one person. It just so happens to be a person who, more or less, gives a face to your audience and who helps your communication to be more human, more relaxed, more successful.

What do you think about poster children? Am I on-target or smoking something? Maybe you even have a favorite poster child that you love (or love to hate). Speak.