Layout Image

Here’s another example of the design process … Web site design, this time. We’ve just rolled out a new Web site home page design for Sprue Brothers Model LLC. Sprue Brothers is an online hobby retailer for scale model builders. The “sprue” in the business name is significant. All plastic scale modelling parts arrive on a frame called a sprue. The store’s logo reflects this and now so does the Web site.

Before and after screenshots are below:

Before Website Redesign

Before Website Redesign

New Website Screenshot

New Home Page Design

My husband (and team member), Gerald, came up with the idea of sprue borders. Our graphic artist, Scott, took the concept and ran with it. I put it together as a working Web site. Despite a few technical glitches, this was a fun project that came together quickly. It’s also one that will continue to improve over time. Gordon, we hope your new landing page serves you well.

Have you looked at your Web site lately?

Is your Web site in need of a face lift? Believe it or not, most Web sites would benefit from a makeover every couple of years. It’s not only the look of a site that can become quickly dated, but also the technology running the site. If you’re doing your own Web site coding in Dreamweaver or FrontPage, and you’re not a code geek, your site is also likely accumulating excess bits of code … stuff that doesn’t really seem to cause any problems now, but give it time … it will.

So take a few minutes this week to review your Web site from the eyes of a first time visitor. Does it portray your business the way you’d like it to? If you’re using a blog rather than a static Web site, is your blog installation up-to-date? Do your links all work? And if you know what you’re doing, take a look under the hood and check your HTML coding. If you don’t know what I’m talking about, ask me.

Another Reason to Subscribe by Email to Inside Line

We’ll have a free gift for email subscribers to Inside Line this week. Mum’s the word … can’t tell you what it is until it’s ready to go, but I will say that it’s NOT some bonus offer for buying some guru’s Internet marketing course. In fact, it’s not even educational … just something to use and enjoy, and the only string attached is that you must be a current email subscriber to Inside Line. Are you an email subscriber yet?

Jan
25

Making Their Mark

By Scott Alberts · Comments (1)

When I was first contracted to create a logo design for Via-Cell, their idea was a genie, possibly emerging from a lamp, holding coffee, food, and other goodies that can be ordered “via” their “cell-” phone and web-based system. I went to work sketching what I hoped would become the next Chester Cheetah, Tony Tiger or Michelin Man.

Via-Cell LogoUnfortunately, a lot of the logo design process consists of sketching out what DOESN’T work. In this case, the primary use of the Via-Cell mark would be tiny, used on app button-sized and even smaller icons, including bookmark icons and buttons within their own application.  We had to whittle away the details and – despite my Illustration-loving ways – to arrive at a simple, recognizable Icon that would still embody their brand: a Magic Lamp that brings your wishes with a touch. (Their marketing tag-line at the start was even, “Your Mobile Bazaar.”)

Their web site went online recently, and they hope to expand rapidly beyond their Woodside, CA neighborhood. The system utilizes no special software or dedicated equipment and works entirely through the internet.

A recent article in Website Magazine cautions e-commerce entrepreneurs: “Keep Your Graphic Designer on a Short Leash.” Ouch! It wasn’t a case of reigning in their renegade Artist, it was an experience we shared as we zeroed in on the brand and its end-use. Note that the Via-Cell Site is also designed to communicate the process at a glance, without reliance on text or even English-language proficiency). Point-of-sales pieces for merchant use are being developed with the same quick, visual message.

Stages Of Logo Development

Stages Of Logo Development

Well, at least Via-Cell has plenty of  ideas ready at hand should they decide to develop a Mascot or “The Animated Series.”  K.I.S.S.: Keep It Simple, Scott!

If you’re interested in more articles like the one referenced above, consider signing up for your own copy at Website Magazine, and see what industry professionals are talking about.

Most of the things we do for our businesses, we do out of habit. We have some people that we call, we have direct mail sent out, we post coupons on Merchant Circle, or we post to Google Local online for decent SERP placement and reviews. Those things aren’t enough, and you probably know it, yet when asked what you’re doing for your business, you probably mention those things with an air of ‘I’m doing what I ought to be doing.’

You probably don’t need a marketing coach or a ‘guru’ to help you market your small business, but there are a few things those guys are doing right that you shouldn’t ignore entirely. They seem to know just how to center attention around themselves, and while that never denotes authenticity, having others in your field recognizing your efforts certainly can appear that way. Just how do they do that?

basketball coach in huddleHere’s where the ‘guru’s’ have it, and even though I’m not a ‘guru’ or a marketing coach, I’m going to share it with you free of charge:

They know how to muster up credibility.
Marketers usually blog. They post something about what they do, and they comment on other marketer’s blogs, start conversations, and drop links. How is this practice good for you? By the time their would-be clients get to their site, they have plenty of others in their field endorsing their endeavors. That’s not actual credibility, but it is perceived credibility, a good start. Take some time every day to build relationship with others in your field by leaving a conversational comment on a competitor’s blog designed for response.

They know what promotions, offers, and Web site traffic is working for them.
It’s not enough to just throw information on a page and hope it does well. It doesn’t take complicated algorithms to figure it out, either. If you’re not tracking your efforts and traffic with (at least) Google Analytics, you have no real idea if you’re reaching who you want to reach.

They engage in social media.
Yeah, it’s a time-suck. But even so, limited engagement on social media sites is actually a smart way to engage local traffic, if your local city and state are part of your profile or username. Getting used to it is half the battle. Once in, you’ll enjoy short conversations with others and your list will naturally build over time. If you do more than just post your specials, that is. Respond to ridiculous situations that makes you laugh, or drop your own personal thoughts about a thing here and there. (Advice: Stay optimistic. Why follow a grump?)

Photo Credit: NeeDeeAh’s! Photostream on Flickr

Related Post: Why The Social Media Experts Are Smarter Than You

It Could Happen To You: Vacation Twit-stakes
It was early fall, 2009. Our family was enjoying an incredibly beautiful view of the mountains in northern New Mexico. Antelope, elk, buffalo, trout of every kind; magical cloud shadows intermittently cooling the frugal warmth of the altitude, and then…
all of a sudden…
DID I LEAVE MY AUTO TWEETS ROTATING WITHOUT ANY CONTROL??
YES. Yes I did. I had a brilliant plan to test a group’s response to my various tweets for a 12 hour spell. Two and a half days later, I realized I had forgotten to turn it off before I left town. Something that rolls off my tongue when explaining how easy and effective auto-tweets can be for businesses everywhere desiring to reach audiences that vary their attention spans between hours of the day, immediately became an opportunity for me to lose my entire reputation due to the risk that I had become–Twitterspam.
AW, CRAP.
No wireless in the cabins we were occupying. Since my husband, the Greatest Fisherman Of The Mountain, was quite a ways down stream (yet with the car, go figure) when I came to my realization, I had to bum a ride from a local to the civic center several miles away and work out my wireless muscle to see if I could remedy this mess.
Guess What I Learned About Tweet Automation?
NOT easy to remedy!! I use Social Oomph Professional for keyword research on the businesses I’m interested in following, and also for their somewhat simple method of rotating tweets. They allow several tweets to be posted in a certain format that causes random, rotated tweets that only need to be drafted in once, and from there you can schedule the frequency and pauses as necessary. Sounds groovy, right?
Trying to get a wireless connection in the back seat of a Ford Taurus with the excruciatingly bright, early morning sunlight–defying your ability to even see the screen let alone follow instructions, made for an irritation much like I imagine the chaffing of the buttocks after an eight-day, showerless excursion into the Arctic. But I digress…
Once in, having never been in this situation before and assuming an ‘off button’ would exist, I realized with trepidation that alas, it did not. EVERY SINGLE SCHEDULED TWEET, even though they were in the same family of tweets, had to be deleted from the text box where they originated, and from the published posts that had already gone out.
After an hour and a half, I was able to go through each and every one of the 22 published tweets and get rid of the origin, and then the published tweet. My logic being there would be nothing

It was early fall, 2009. Our family was enjoying an incredibly beautiful view of the mountains in northern New Mexico. Antelope, elk, buffalo, trout of every kind; magical cloud shadows intermittently cooling the frugal warmth of the altitude, and then…

all of a sudden…

DID I LEAVE MY AUTO TWEETS ROTATING WITHOUT ANY CONTROL??

YES. Yes I did. I had a brilliant plan to test a group’s response to my various tweets for a 12 hour spell. Two and a half days later, I realized I had forgotten to turn it off before I left town. Something that rolls off my tongue when explaining how easy and effective auto-tweets can be for businesses everywhere desiring to reach audiences that vary their attention spans between hours of the day, immediately became an opportunity for me to lose my entire reputation due to the risk that I had become–Twitterspam.

AW, CRAP.

No wireless in the cabins we were occupying. Since my husband, the Greatest Fisherman Of The Mountain, was quite a ways down stream (yet with the car, go figure) when I came to my realization, I had to bum a ride from a local to the civic center several miles away and work out my wireless muscle to see if I could remedy this mess.

Guess What I Learned About Tweet Automation?

NOT easy to remedy!! I use Social Oomph Professional for keyword research on the businesses I’m interested in following, and also for their somewhat simple method of rotating tweets. They allow several tweets to be posted in a certain format that causes random, rotated tweets that only need to be drafted in once, and from there you can schedule the frequency and pauses as necessary. Sounds groovy, right?

Trying to get a wireless connection in the back seat of a Ford Taurus with the excruciatingly bright, early morning sunlight–defying your ability to even see the screen let alone follow instructions, made for an irritation much like I imagine the chaffing of the buttocks after an eight-day, showerless excursion into the Arctic. But I digress…

Once in, having never been in this situation before and assuming an ‘off button’ would exist, I realized with trepidation that alas, it did not. EVERY SINGLE SCHEDULED TWEET, even though they were in the same family of tweets, had to be deleted from the text box where they originated, and from the published posts that had already gone out.

After an hour and a half, I was able to go through each and every one of the 22 published tweets and get rid of the origin, and then the published tweet. My logic being there would be nothing to recur if the tweet was deleted–right?

Even so, when I returned home to check the results of this mess, many of those tweets still existed in cyberland. What a booger.

I’m just telling it like it is. It’s one thing to schedule and monitor your activity on Twitter, but a brand new pain to leave your words un-escorted through a cyber-realm that possesses the right to tell you that you talk too much about the same thing.

I never meant to annoy, but where the heck was that ‘off button?’

If you’ve found one, will you please share with the rest of us?

FOLLOW-UP

Evidently there’s a pause button…


So many new online marketers and small businesses new to the online aspect of their business ask us, “Just what is content marketing?” As my mentor and co-worker, Shari Voigt,  pointed out so well in her post to Express Marketing Memo, it’s the many ways you present yourself interactively online. In order for you to be useful, you need to offer a constant stream of information, and quite frankly, it’s hard for most businesses to  offer content effectively and still do the day-to-day activities involved in running a business. Many companies choose to outsource that function, and in an effort to meet that need, we offer content marketing packages.

Shari and I were talking about the difficulties beginners face when it comes to content marketing. As we mulled it over, we started talking about what doesn’t work. Basically, there are businesses we would never respond to because of their annoyance factor or the poor presentation. I’m sure you wouldn’t want that to be you. Let’s hit on those issues so you’re better prepared when you hit the online world.

Blogging:

Let’s keep it relevant. Your title should reflect the material being covered in the blog. Links should be helpful and serve to support statements made by you.

Newsletters:

Is your newsletter just a sales page invitation for an expensive program that I have to purchase to know whatever the heck you’re talking about in the first place? An opening bait title question should be answered without having to read an entire, meaningless newsletter that when finished, still has not answered the question. Hint: If your title asks a question, answer it and please do it quickly.

Social Marketing:

This is an important component to your content marketing strategy. Its effective, fun, and time-consuming. When I’m interacting with other businesses and potential clients, getting constant machine-gun style rapid fire updates on your next teleseminar, countdown to it, or repetitive quotes that are obviously automated, I don’t see who on earth would respond to that. Those type of updates don’t make me say to myself, “OOH! OOH! I’m dying to talk to YOU, obviously you have what I’m looking for!”

Also, if you catch yourself talking about food constantly, and you’re not a chef selling food or marketing your restaurant, think about how that looks to everyone in the free world.

ALLRIGHTEE then. Enough about that from me, any of you agree with me? Love to hear it, comment below!

Photo Credit: Chris Friese on Flickr

Related Posts: What Is Content Marketing?

Observation - magnifying glass and chart.As a small business owner, it is very important for me to know how my business is doing – not just by watching the financial ledger, but also by watching the environment around me. What are our neighboring businesses doing? More importantly, what are our competitors doing? Has their business grown at the same rate as ours or has it accelerated past ours, without my noticing?

Keeping up with the Joneses does have a relevant place in business. Some of what the Joneses are doing are simply gimmicks that yield no returns. But if you ignore everything they do, you’ll soon learn that you’ve been left in their dust, wondering why and how it happened.

How Does Your Brand Image Stack Up?

Observation of your competitors might reveal the need for an image makeover – possibly the redesign of a very dated logo, sign, storefront or advertising campaign. Mundane becomes boring; boring becomes unappealing; unappealing leads to slack sales. You have to constantly work to attract customers.

It’s also important to observe noncompeting businesses. Many businesses experience similar or parallel situations to yours when environmental and economic changes occur. Business owners/managers who take notice of and learn from the experience of others are better poised to quickly take action as needed. The more knowledgeable you are about your business and those things affecting your local business climate, the better your chances for success.

New Strategies for the New Marketplace?

Image courtesy of mil8 on flickr.

Image courtesy of mil8 on flickr.

We see a paradigm shift in the marketing strategies being employed to lure current and future generations. Are you “hip” to these strategies or relying only on “old school” methods to carry you through? What about Facebook, Twitter, blogging – all forms of “new media” that allow you to reach out to and interact with a local or global customer base?

There are many resources available to help you get up to speed or stay current: Local schools offer classes/programs. Manufacturers’ associations and local business organizations (such as the Chamber of Commerce) offer seminars. Trade publications provide articles to help you understand and cope with the changes and challenges in business. Be sure to take advantage of these resources!