Tuesday, December 17, 2019

Is there a new website in your New Year marketing plans? Here are the latest web trends for 2020 that you’ll want to be incorporating into your web design.

  • Oversized lettering/bold typography. Huge typography is gaining in popularity, as website owners strive to simplify web design. 
  • Big solid color blocks. Think of familiar Facebook posts with solid color backgrounds. Use these on your homepage in conjunction with photos. Each block can contain a key message, a testimonial or a call to action.
  • Split screen content. Do you have several key messages? Easy. Line these up side by side. Think about adding a call to action in the center to tie the two together.
  • Asymmetric layouts. Most websites are based on grids, generally (invisible) columns and rows. Web designs that stand out will display broken grid techniques, with design elements placed chaotically. 
  • Background video. Animation instead of static background brings your platform to life. Video contributes to your Google authority, or SEO value.
  • Hidden navigation. By tucking your navigation away, you can save a lot of real estate for other components. I struggle with this one. We put a serious amount of thought into the navigation so that it has the maximum SEO value and makes it as easy as possible for users to get where they’re going. Now we’re hiding it?
  • Flat design. Flat design lacks shadows and gradients. It’s streamlined, efficient and easy to read, but it may be falling from fashion. Another trend that doesn’t make sense.

An overarching design theme: Large elements surrounded by lots of whitespace

White space remains a key design element to showcase a key image or content. Now that white space is making its way into the online form! Think about it–how many times/week do we fill out online forms—to order something, to generate feedback or to get more information. Forms are important components of web interactions; expanding a form so that it takes up more room on the page, making it more inviting, accessible, easier with which to interact improves the user experience. 

Global web trends

Altered reality. Stores and brands are implementing altered reality (AR) into their websites by allowing customers to virtually “try on” clothes, jewelry, makeup, etc. They’re allowing users to rearrange furniture to see how it would look in their homes or offices.
Microinteractions. Look for more microinteractions that are meant to delight us. They’re tiny automated signposts that you’ll see when you: 
  • Upload a file, hit the submit button, and see an upload status bar go from 0% to 100%. That’s a microinteraction. 
  • Hover over a Call to Action and the color saturates and the button gets bigger–that’s another microinteraction! 
Data. No matter what industry you’re in, it’s increasingly valuable to be collecting our user information, and more web designs will be based on that data.

If you’re thinking about a new website in 2020, contact Top of Mind Marketing.

We can help organize information, develop content, build the site, manage images and help it show up in search engines. We’re writers and content marketing experts.

Wednesday, December 4, 2019

Holiday Ads That You’ll Want to See Again


It’s the holidays, and we’re ramping up for another season of excess. I always hate the way the media sets us up for failure this time of year. Remember that not all of us are rushing from gala to gala, our arms loaded with expensive gifts. We’re not all getting cars for Christmas, as the ads suggest. I’m not sitting down to my holiday dinner surrounded by my loving family. My family is dysfunctional, and we haven’t seen each other in years. My holiday, as I expect it is for many, will be rather modest, yet I’ve learned to take pleasure in small things that make this time of year special—I love holiday music and lights and time with those I care about. Here are some holiday ads you’ll want to watch again

And those ads? Here are two companies that are totally nailing this

REI: #OptOutside

Last year, REI did something pretty astonishing—they had the temerity to close the doors at all of their stores on Black Friday, perhaps the biggest shopping day of the year. They invited their community to join their employees, taking Black Friday off to do what they love most: being outside! This year, they’re back big time with their #OptOutside campaign in full force. This is so smart—it’s getting attention from big names, including the National Parks Foundation, which is doing its own spin on this campaign. Let’s not forget that millennials are one demographic that love to support cause-driven brands. 

An ad from a German supermarket, Edeka, that’s restrained and endearing

This ad is a tear-jerker. It reminds us that what really matters around the holidays is spending time with those we love.

In the ad, an elderly man prepares to spend yet another Christmas alone

His kids cancel their planned visits at the last minute. We see his chopping carrots, preparing his solitary meal. The video then cuts to his various grown children—all busy with their careers. Then they receive a letter telling them their father has died. When they arrive home, however, they’re greeted by their very healthy father. He says, “How else could I have brought you all together?” The final scene shows the family laughing and talking around the table, sharing a holiday meal with their father.
Other than the delicious meal they share at the very end, there’s no hint that Edeka is a supermarket or that this is ultimately about food. This video generated 33.5 million views on YouTube within a week of posting. 

Good marketing tells a story, reaching people on an emotional level

It takes a commitment to make this kind of an ad. It doesn’t beat people over the head with special offers, free promos or phone numbers to call. The message is more subtle and needs time to develop. 

But stick with this, and you’ll be rewarded 

This is a powerful holiday message—slow down and be grateful for the things worth celebrating in your own life. Wishing everyone a happy holiday and a wonderful New Year.

Thursday, November 21, 2019

Politics and Social Media: Who’s Accountable?


A “disinformation-for-profit machine” is Elizabeth Warren’s description of Facebook. Salesforce’s Marc Benioff said the social network “needs to be held accountable for propaganda on its platform.” Privacy regulators around the world don’t know whether to break Facebook up or clip its power. Politics and social media are inevitably intertwined. Who’s accountable? Apparently no one.
Germany has outlawed Facebook’s ad business. In Europe, the region’s top court ruled that individual countries could order the company to take down posts–not only in their own countries, but elsewhere. Several of Facebook’s partners on a cryptocurrency initiative dropped out after regulators complained. The age discrimination lawsuits, Congressional appearances and data breaches keep piling up. 

Zuckerberg remains unfazed by the responsibilities of his role 

Mark Zuckerberg insists that Facebook was founded on the premise of creating community, of giving people a voice. If this was his mission, he has more than fulfilled it. Social media has given us a platform for sharing every miniscule aspect of our lives. Zuckerberg made this a free speech issue, calling up civil rights leaders such as Martin Luther King. “I’m here today because I believe we must continue to stand for free expression.” He assured us that this was not about economics: Political ads are a negligible line item in Facebook’s $55.8 billion annual revenue.
In case you missed it, Facebook’s sweeping new policy states that they will not moderate politicians’ speech or fact-check their political ads because comments by political leaders, even if false, were newsworthy. 

Remember that Facebook played a role in the 2016 election

Let’s not forget that Facebook played an important role in the outcome of the 2016 election. Cambridge Analytica, driven by Russian hackers and God only knows who else used Facebook to deploy an aggressive campaign to derail the Clinton campaign. Given the toxic outcome of the effort, you’d think Facebook would be falling all over itself to make sure they remained clear of political associations in 2020. 

Twitter has apparently taken the high road

Twitter’s position is that they will not be posting any political ads. 
  • Foreign nationals are prohibited from targeting political advertisements to the U.S.
  • Political campaigning advertisers are prohibited from using foreign payment methods.

Not so fast . . . 

The policy may sound simple, but it involves judgments that expose the company’s politics. Twitter has apparently decided that climate change is a political issue, so get this–they will be banning ads about science. Apparently they will be remaining open to taking money from big oil to promote their climate-polluting brands. 
And it’s pretty hard to get past the fact that our country’s President uses Twitter as his primary communication channel. He uses it to hire and fire people and set policy. He’s now averaging 36 tweets/day and that number likely will escalate as the campaign season heats up. We have every reason to expect that he will continue to use Twitter. All of this leaves me a little skeptical of Twitter’s apolitical policy. While they may not be posting ads, their platform, like Facebook’s, will be influenced by politics.

As the year draws to an end, it’s time to think about new marketing efforts

New websites, new initiatives, new campaigns to reach new audiences. Contact Top of Mind Marketing. We’re writers and internet marketing specialists

Thursday, November 7, 2019

A Lot to Love in BERT, Google’s New Algorithm Change


Say hello to BERT, Google’s new algorithm change. It’s based on context, and this time, it’s something we may like. I Google everything, so I’m looking forward to this. 

Here’s how Google’s algorithm change is going to work

Currently, Google’s algorithm treats a search string as a bag of words. Google picks out what it considers to be the important words from that string and delivers the results to you on a search engine results page (SERP). In this question, “Who is a great keynote speaker?” “keynote” and “speaker” are more important than “is” and “a.” But eliminating “is” eliminates context. In this sentence, it’s irrelevant. 

Examples of how the algorithm change affects search results 

  • “Parking on a hill with no curb.” The old algorithm discarded “no,” in its search and delivered results that referenced how to park on a hill with curbs. The new algorithm recognizes that  “no” plays a critical role in the meaning of this search and delivers results showing how to park uphill or downhill with no curb.
  • “2019 Brazil traveler to USA need a visa.” In the past, Google ignored “to” and returned results on U.S. citizens traveling to Brazil. But “to” clearly matters, and Google picks up the difference, returning results for Brazilian travelers to the U.S.
BERT is short for “bidirectional encoder representations from transformers.” It uses artificial intelligence and a motherload of a dataset to deliver better contextual results. More simply, it better understands what you’re actually looking for when you enter a search query.

BERT: The most positive change in five years

Google cautions us to keep in mind that only some search queries will be affected by the algorithm changes. Determining how the algorithm works is still something of a mystery, even to rockstar SEO pros. According to Pandu Nayak, Google VP of research, “This is the single biggest … most positive change we’ve had in the last five years and perhaps one of the biggest since the beginning.”
You should be watching your website closely for any changes to your search rankings and spend some time analyzing keyword context, especially if you try to rank well for longer-tail keyword strings. If your search traffic remains stable but conversion rates dip, that’s a sign at least portion of the traffic isn’t interested in what you provide.

Keep creating good content and providing value

Finally, if you give up and decide that it’s impossible to truly optimize for BERT, keep creating content for people, not search engines. Keep it crisp and clear. Use short sentences that a fifth-grader can understand. Be smart. Be funny. Provide information that helps people do their jobs.

Kudos to Google

BERT is a step in their effort to understand what people want when they search. The more you deliver what people want, the more likely you are to rank high in search results. And really, isn’t that what we all want? 

Planning a new website or marketing efforts for 2020? 

Thursday, October 17, 2019

A New Website—or Maybe Just a Makeover

Are you tired of your dated website but not up to creating a new one? 

There may be a workaround

If your site was built in WordPress, in many cases we can apply a new design theme to achieve a complete transformation. I’m working on one of these projects now, and it’s a remarkably easy solution that dramatically extends a website’s shelf life. Rather than a new website, maybe just a makeover would be the right solution for you. 

My client is a small CPA firm with some specialties—that are not getting promoted

Their site is nearly eight years old. While the new theme is a significant improvement, there remains the matter of new content, images and improved navigation. In the last few years, new partners with unique specialties have joined the firm and it’s time to promote their expertise.
  • Besides being a CPA, “John” has a real estate background, does appraisals and works with industry clients to put financial systems into place. Having been a real estate agent, he knows that financials can be somewhat chaotic for real estate industry professionals. 
  • “Sarah” is doing some work as an outsourced CFO. She’s working with several of her clients to take a more strategic role. She works closely with the firms’ bookkeepers for day-to-day accounting, which frees her up to take on a more strategic role. Sarah is doing forecasting, putting financial systems in place, analyzing cash flow and taxes. It’s a win-win for clients and Sarah—tax season is relatively stress-free.
  • One of the partners has a Ph.D. in taxation and years of experience. He also teaches a class at UCBerkeley. Time to promote this guy! 

Their old site was not showcasing their skills or expertise

My clients launched their site without a thought to SEO or attracting new clients. Like many of us, they were delighted to have it finished! But they know they’ve been missing opportunities. We: 
  • Identified lively new images that are representative of their typical clients, and we updated the homepage slider, adding visual appeal and energy to their site.
  • Rewrote their bios to showcase their wide range of experience. One partner works with international clients to keep them in compliance with US tax laws. 
  • Developed case studies that showcase how they work with their clients. Working with a CPA can be intimidating. People want to know about timing, the process, what they need to bring to their first meeting. They want to know about confidentiality. 
  • Updated the testimonial page so endorsements are fully fleshed out.
  • Turned the business name into a logo and tagline with use of a more stylish font. It has more marketing presence now.
  • Fleshed out the Yoast plugin on the backend to improve SEO.
  • Added calls to action, making it easy for a user to contact them for more information.

A series of incremental changes contributed to an important website makeover

If your site is dated and not generating leads, rather than starting from scratch with a whole new site, think of a makeover. This might be a solution for you. 
Contact us at Top of Mind Marketing. We’re writers and internet marketing experts. 

Tuesday, September 17, 2019

Cornerstone Content As Part Of Your SEO Strategy

The term “cornerstone content” has been popping up in SEO discussions. WordPress users have likely seen this as they fill in their Yoast fields. Cornerstone content is the best articles on your site, the pages or posts you want to rank highest in search engines. Cornerstone content is part of your SEO strategy. These articles should:
  • Be fairly long and informative.
  • Provide insights from different blog posts covering everything that’s important about a certain topic. 
  • Inform—not necessarily sell products. 
  • Communicate your mission and describe your business.
  • Be well written, updated often and rank for your most competitive keywords.

Cornerstone articles help target key search terms

A cornerstone approach can help you tackle your key search terms. If you write a lot of articles on similar subjects, you need to tell Google which of them is the most important. Otherwise, you’ll be eating into your own market share insearch. Providing an internal linking structure among your posts tells Google which article is the most important.

Cornerstone articles should be easily accessible on your website

Users should be able to click straight from your homepage to your cornerstone articles. All your other posts about similar topics should link back to their corresponding cornerstone article. This internal linking structure will increase the chance of your cornerstone content articles ranking in Google searches.

An example of how to implement a cornerstone strategy

I’m in the process of updating my own website to implement a cornerstone content strategy. I write a lot of posts about content marketing that touch on a range of topics, including SEO, branding, social media, industry information and content delivery. I’m a fairly disciplined writer, and I have more than 300 blogs on my website. 
I’m writing one cornerstone article with an overarching title: SEO and Your Website: Writing Content that Search Engines Love. Whenever I write a new post on SEO and content, I will link this to the cornerstone article. I’m putting this article on my homepage to tell Google that this is the most important article about SEO copywriting on my site. This will increase its chances to rank.

Choosing articles to become part of your cornerstone strategy

If you’ve got a bunch of articles from which to choose for your cornerstone article, look for those that are the most current and informative. Do these target the keywords you most want to rank for? Check for readability—something on which Yoast scores us. Think short sentences and short words. Creating internal links is important, and Yoast also scores us on these. Make your copy easy to read and understand. Break it up with plenty of subheads to make it visually appealing. When you look back at what you’ve written, those subheads should tell your story. 

WordPress’ Yoast is a plugin

For full use of Yoast’s cornerstone functionality, WordPress wants you to upgrade to premium level. If, however, you’re tired of getting nickel and dimed for apps, just follow the guidelines I’ve outlined here. 

Find this confusing? 

Give me a call and let’s create an overarching SEO strategy for your content. Contact Top of Mind Marketing. Writers and content marketers

Monday, September 16, 2019

Easy Tips for Optimizing Your Linkedin Company Page


A few weeks ago I wrote about creating a LinkedIn company page—the page that’s about your company rather than you, as an individual. Let’s talk about optimizing that page so that it’s consistent with your brand and overall online presence and that it’s optimized so it contributes to your Google authority. Here are some easy tips for optimizing your LinkedIn company page

1. Provide comprehensive information in your profile fields 

LinkedIn’s profile and page content is searchable by users from both within and outside the LinkedIn platform. That means that users don’t have to be logged into LinkedIn to find you. This dramatically ups the game. You want to make sure you’re not missing opportunities to promote your business. 

Contact information changes and our business focuses evolves

Make sure your website URL and other information are correct. I try to check my company description every six months or so to make sure this is how I want to be positioning myself. In this section, you can identify up to 20 specialties and three hashtags. These specialties are your keywords, so be thoughtful and thorough. These will help direct the right traffic to your page. 

2. Personalize your LinkedIn Page URL 

All company pages and profiles are given a standard-issue LinkedIn URL, but you can create a vanity URL. In the upper righthand corner you’ll see an “Admin Tools” dropdown. Click on this, then “Public URL”. You’ll be presented with a field to fill in your proposed URL. If someone else already has your URL, you’ll have to get a little creative.  

3. Add or update your background image

If you don’t have a background image, it’s time to add one. It provides polish and visual texture. Choose an image that’s reflective of what your company does. Make this a distinctive banner, perhaps including a call to action. Image specs: jpg or png file, 1536 x 768 pixels. 

4. Make every character in your headline count 

Appearing immediately under your company’s name, your page headline is prime real estate when it comes to communicating your brand message. For both personal and company profile pages, your headline needs to grab readers’ attention and make them want to read more. LinkedIn profile headlines have a 120-character limit. Do test this on mobile to see how it looks.

5. Optimize your page content for both humans and search engines

LinkedIn wants you to think of your company page as a central location where people can find out more about your organization. Create both an overview and accompanying page content which tells your business’s story in a compelling way. Frontload your company’s overview, as this is the content that will be visible to users across devices.

6. Be on the lookout for new features

LinkedIn’s on the move, and they’re providing a lot of value. You may want to sign up for their newsletters to leverage some of their tools—many of them completely free. Next up: Showcase pages.
Do you have questions about using social media for your business? Talk to us at Top of Mind Marketing. We’re writers and internet marketing experts.   

Thursday, September 5, 2019

Blog Topics for When the Well Runs Dry


I’m a pretty creative person, so I’m always mulling over new topics for blog posts and other content for my website. But let’s face it. Sometime the well just runs dry. This is the time of year when you’re trying to get the most out of Labor Day weekend, get your kids off to school or take a long-overdue fall vacation. 
One more thing: If you’re not subscribing to newsletters and publications that provide industry updates, start now. This is not only a critical part of your job, it’s the inspiration for endless blog topics. 

Here are some ideas for fun, inventive blog topics when the well runs dry

  1. Trends. Look for trending topics on social and comment on these trends. Analyze, agree, disagree and share a relevant experience. 
  2. Time travel. Drill down through your post archive. I have something like 300+ blogs. Which posts can you revisit and repurpose, update and/or refresh? Add a new introduction and conclusion to give it a facelift. Evergreen content endures.
  3. Share a presentation. Have you given a presentation lately? Turn it into a blog post. Identify the major bullet points, the biggest takeaway and audience reaction. Think about also adding this to SlideShare for additional SEO value. 
  4. Presentation/workshop/seminar/event. What have you attended that would make a great post? Profile the speaker and that person’s expertise. Who was the audience and why was this important? Provide a testimonial or quote from the presenter. Link to the presenter’s website. 
  5. Showcase a member of your team. Or a colleague, leader, someone in your family or community who’s making a big difference.
  6. New applications. Have you discovered a great application that’s ridiculously easy to use, free and saves you time? Share this with everyone you know! I’m delighted with my latest discovery. I’m currently working on newsletters using five different email applications. Besides the old standbys—Constant Comment, MailChimp and Vertical Response–I’m using Square. My client’s using Square for his payment system, so their proprietary newsletter app integrates with this data. It is by far the easiest to use of these five applications. I’m also using MailChimp’s MailerLite, a drag-and-drop-based application that’s very easy to use. 
  7. Discuss an issue. How about this? Will Congress regulate big tech? This may happen, but not with this generation of legislators. From The Washington Monthly: “Chuck Schumer, one of the most powerful people in Washington,usesa flip phone. The kind of phone with a tiny screen and real buttons, designed for making actual phone calls, not writing emails. But then, the Senate minority leader rarely emails, he sends about one every four months. In case manufacturers stop making his favorite flip phone, Schumer has stockpiled ten of them.” 
  8. Knowledge sharing. Love free stock photo sites. These images are edgy, arty, stunning. Look for Pexels, Unsplash, Nappy.com. A drawback: If you’re looking for photos that are business-specific or with people over the age of 30, keep looking!  
It’s a new season. Does your content marketing program need a boost? Contact Top of Mind Marketing. We’re writers and content marketing experts.

Wednesday, August 28, 2019

Unhitched: Getting Divorced, Yet Staying Connected


Most of us know couples who drift into marriage, buy a home, start a family and find themselves looking at each other ten years later and wondering what they were thinking. You may be one of those couples. It’s easy to understand how it happens. When couples reach their 30s, the pressure to marry has begun to build. Everyone seems to be coupling up. Their friends are getting engaged, married and having babies. Getting married is the inevitable next step.
But time passes and these same couples realize that being married and raising a family is so much more work than they ever imagined. Perhaps the important things such as values, goals, the way they spend money just don’t align after all. Maybe they married too young or weren’t mature enough to make this kind of a commitment.

A spotlight on one couple’s marriage and divorce lifecycle

Let’s take a look at a New York Times series called Unhitched, as they examine couples who divorced for a range of reasons. What’s particularly interesting in this case study is the relationship’s evolution. While this couple ultimately divorced, the process was illuminating, an important learning experience for both. They now share parenting responsibilities and have a close relationship.
Peter and Olga met in 2002 in graduate school at Georgetown, where they both received degrees in communications, culture and technology. They seemed well matched in a number of important ways. With the addition of their one child, however, their ideals changed; their connection frayed and finally broke.

Let’s take a look back

Olga’s family were Russia Jews who emigrated when she was three and settled in Northern California. Her parents are still married and now retired. Her father was a physicist, her mother a cartographer for a startup. Peter grew up in rural southern New Jersey in a Roman Catholic working-class family. His parents, both social workers, have been married for 44 years.

It began at Georgetown, when they both wanted to make a difference in the world

They met at Georgetown. “Peter was sharp, funny, a nice human being with a good heart,” she said. “Olga was attractive, thoughtful, compassionate and patient.” They got married because Peter put pressure on himself to be married by 30; Olga felt like the right fit. They shared values; both wanted to make a difference in the world.

The early years went according to schedule 

They moved to Colorado, bought a townhouse, got jobs, and their life started to fall into place. She practiced yoga; he was an avid runner. On weekends they explored the city and nature. He never felt acceptance from her parents and that was problematic. She agrees.

The first signs of trouble came with their daughter and parenting 

Parenting put pressure on the relationship. They forgot how to talk with each other and she felt on her own. They felt differently about what their roles would be. Olga worked part-time and took care of their daughter. They argued about money and time. “I thought we were not going to give up who we were to become parents,” he said. He assumed they would share household responsibilities and child rearing equally.

Their relationship morphed into that of roomies

They stopped being intimate and their relationship morphed into that of roommates. Co-parenting went well, but they started pursing activities separately. “I felt like I was leaning across the table and she wasn’t,” he said. “I didn’t want to compromise my values of fidelity and started to think about separating.” Olga felt she was giving up too much to try and make it work.

They tried to make it work: Three years of counseling

Three years of counseling helped their communication. Peter sought change on four issues: money, intimacy, religion and the role of their extended families. He wanted to blend religious traditions, but she disliked all organized religion. She thought this issue reflected a lack of connection between them.

The inevitable split

Peter decided to call it off in September 2016 after three years of counseling stalled. They talked for four days and mutually agreed it was the right course. They assured their 6-year old daughter that she was their top priority. Both share parenting fully. “Even in the worst of the divorce, the slicing of assets, we understood there was a life ahead of us with our daughter,” he said.

Moving on

The first year was brutal for Peter; paying alimony was stressful. He was lonely and worked on making new friends. He found casual dating unfulfilling. She had mourned the relationship during the marriage, but the day she saw his side of the closet empty she had a huge cry.

The economics of Divorce

They split everything 50-50. He kept his company, but lost the house and much of his retirement savings. “I have the same alimony gripes as anyone else,” he said. “Our earning capacity is relatively equal — we even have the same degree — but I will be paying her expenses for quite a while,” he said.
Olga felt like her role as primary caregiver was always undervalued. “In taking time to be a mom, my career took a hit and my earning power isn’t the same as someone who continued in the workforce,” she said.

Should they have divorced sooner?

No. But they would have liked to suffer less. “I stayed as long as possible to get this to work and I am proud of that.” Olga thinks that’s an impossible question: “It takes what it takes to end something.”

Starting over

  • She returned to activities she had liked. She began hiking, connecting with friends and taking art classes. She also reestablished a close relationship with her family, which had been difficult to do during the marriage.
  • He focused on his company and on being a good father. They now live in the foothills outside Boulder, about 200 yards from each other. If there were no mountain lions in their neighborhood, their child could walk from house to house.

Is their new life better?

Peter sees a brighter future. He is now in a yearlong relationship with a woman who accepts his close relationship with his former wife. He feels like he’s grown from the experience. Olga feels like more of a three-dimensional human now. He and Olga talk more honestly now.

Their advice to other couples contemplating divorce

“Identify and stay true to your values. Get past troubleshooting, blame or assigning fault. Being good parents to our child was a priority for both of us. ‘Keep asking yourself: What will it take to go forward?’”
California Document Preparers has assisted hundreds of Bay Area couples with Uncontested Divorce. Make an appointment today at one of our three Bay Area officesOur dedicated team is helpful, compassionate and affordable.