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armageddonGoogle changed their search engine algorithm to favor mobile friendly websites. But don’t let a web developer or SEO vendor sell you a bill of goods as a solution. Here’s what you need to know.

Bill of goodsGoogle announced this algorithm change early – a few months ago – letting website owners know that they would begin to favor mobile friendly websites in the search results starting on April 21. Apparently the pre-announcement was unusual. There are usually speculations about algorithm changes, but rarely a firm statement form Google. I think this was fair warning that site owners needed to take action.

If you haven’t made your website mobile friendly, don’t panic. There are a few options, and the solution doesn’t have to be a huge project.

Mobile-friendly means that your website program recognizes what device a site visitor is using when they land on your page and adapts the page to fit the device. Some of the qualities Google is looking for are larger fonts, enough space between action buttons or links (such as submit or menu options) so you can easily navigate the site and take certain actions as you go.

There are several solutions for handling mobilegeddon.

1. Get a responsive web site design.

Your web developer can change your site to recognize the device a visitor is using and adjust the display accordingly. This is Google’s recommended solution.

If you use a technology platform like WordPress, you are in luck. Your developer can just change to a responsive template. Of course, if you have customizations that have to be re-applied, the update can be a little more involved. But, for the most part, a template update on WordPress is a matter of changing the template and checking all pages and features to make sure that everything works and displays properly.

2. Use a utility that builds a mobile version of your site.

Some reviews of these utilities exist online, and I almost provide a link to one. But, it was unclear to me if the “review” was a paid advertisement served up under the guise of a third-party review, so I did not include the link. I have used one of these products, but I have to caution you – it was not that intuitive for a non-programmer and is not the best solution. Mobile site builder utilities may be a faster, cost-effective fix, but buyer beware – do your research.

3. Program a custom version of the site.

This solution is probably best for consumer companies with huge budgets. This solution means that for every change to your website, you need to update the mobile version as well. It’s not a solution for everyone, but if done right it can probably yield the best results because every feature can be customized for the web.

Do you need help updating your website to be mobile-friendly? More effective? Contact New Incite today. We’ve created, updated or analyzed hundreds of website since 1998 to help our clients get better marketing results.

Photo on Flickr by Ben Salter. Some Rights Reserved.

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How to Market to Chief Information Officers (CIOs)

by Jennifer Beever on April 21, 2015

CEBIT AttendeesEveryone wants to sell their technology services and products to CIOs, but many CIOs are expert at avoiding solicitations. Here’s what you need to know to market successfully to CIOs.

I read with interest a Wall Street Journal blog post by Rachael King that references the research of Joe Peppard, a professor at the European School of Management and Technology. Peppard’s research found that 70% of CIOs are a particular Myers-Briggs type, ISTJ. In her post, King describes the ISTJ CIOs as:

“…introverts rather than extraverts, who perceive the world through their senses rather than intuition and those who base decisions on thoughts rather than feelings. [He or she] prefers to use judgment rather than perception, meaning that he or she focuses on predictability, planning and control rather than perception, which is the ability to be adaptable, spontaneous and flexible.”

Whereas CMOs and CEOs are more likely to focus on intuition, patterns or hunches, CIOs want current and credible facts, numbers and data. They want proof.

It’s no wonder! The CIO job is to reduce risk and improve productivity while at the same time staying within budget. Oh, and by the way, most CIOs have kids to send to college and a mortgage to pay. They want to keep their job.

Therefore, a CIO’s decision to purchase your product or service is not made lightly. It is often a lengthy process, requiring a lot of information. Because they are technologists, CIOs and other techs often research online. Because the risk is high, CIOs review what their peers say about technology.

1. Make sure your online image is credible and business-like.

A lot of technology inventors get a little goofy with their marketing. What is it with techies and Star Trek, super heroes, and cartoons?A little marketing fun is OK, but make sure that you have a business-like website with credible content about you, your products and services, and your users’ testimonials.

2. Get customers and industry experts to recommend your product.

As long ago as 1991, author Geoffery Moore pointed out that the number one reason buyers choose a technology is peer reviews in his book Crossing the Chasm. No one wants to be first! (If you have a new product, this is a challenge! You need to find some beta customers and run some controlled usage tests. For more information, read my previous post about this.)

3. Make sure your online product content is easy to access.

Make your content mobile-friendly and easy to access.  Provide different formats, such as whitepapers, blog posts and videos. Ask for a minimum of contact information when CIOs download your materials. Post links to your content on social media and get others to share it too.

4. Build a relationship with the CIO.

Remember that only 70% of CIOs are ISTJs. But all CIOs are human. They have a tough job. Get to know them by showing up at events, speaking at conferences, and connecting on LinkedIn. Follow up your first contact with a LinkedIn invitation to connect and/or a snail mail letter (gasp!) that references meeting them and highlights your conversation. Keep the communications open and make sure your solution is clear. They’ll appreciate your professional approach and your industry knowledge.

Do you have a plan for marketing to CIOs? Contact Jennifer Beever at New Incite today. She has sold and marketed to CIOs her entire career. As a marketing consultant, she creates marketing plans and executes marketing programs that get results.

Photo on Flickr by CEBIT Australia. Some Rights Reserved.

 

 

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Why LinkedIn is a No-Brainer for your B2B Social Media Marketing

Still haven’t dipped your toe into business-to-business social media marketing waters? Here is the easiest and most foolproof way to get started. A professional services company found me online last week and inquired about my outsource marketing services. I provided some information, but they decided to hire a sales person instead of investing in marketing. […]

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2015 B2B Content Marketing Survey – 3 Takeaways You Need to Know

There’s a big difference between what B2B marketers are using in their marketing programs and what is effective. Here are three things you need to act on to increase your marketing results. A survey conducted in 2014 called the 2015 B2B Marketing Benchmarks, Budgets and Trends in North America by the Content Marketing Institute and […]

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What Marketing Content Works Best for B2B eNewletters?

Deciding what kind of content to include in your B2B eNewsletter isn’t easy. It’s a challenge to stand out when your prospects’ email inboxes are overflowing with hundreds – maybe thousands – of emails begging for their attention. I have found that the eNewsletters I like include a combination of interesting and valuable content. They […]

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3 Questions to Answer before You Click Send on Your B2B Marketing Email

Email marketing is easy, right? You decide on a message, create the email using one of many email programs, send a test for review and, when it looks good, hit send! Right? Wrong. A few days ago I got an email from a company announcing their name change. I didn’t recognize the company, and I […]

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Should You Have Multiple Top Level Domains for a B2B Web Presence?

Once upon a time it was thought that businesses could get better search engine performance if they owned multiple keyword-rich URLs that open separate, optimized websites and link to their main business website. Now, there is more information about this approach. Here’s what you need to know to make an informed decision. Yesterday I presented […]

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Don’t Put B2B Marketing Tactics before Strategic Analysis

Too many business people jump right into tactics when it comes to marketing. They think that all they need to do is  get the word out about a product or service and people will buy. Build it and they will come! But this is why a lot of marketing – and a lot of businesses […]

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5 Skills Your Marketing Consultant Must Have

Marketing is changing fast, and the changes require new skills on the part of marketing consultants and other providers. Here are the skills that today’s marketing providers need to be successful. I’ve heard about and observed many marketing “fails” in my years as a marketing professional in the software industry and as a marketing consultant […]

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Why The Most Effective B2B Marketing Tactic May Surprise You

With all the news and hype about content marketing these days, you would think it’s one of the most effective marketing tactics for B2B marketing, if not the most effective. But, it’s not. I spent quite a bit of time going through the results of a recent survey of B2B Marketers by the Content Marketing […]

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