Post originally published on This Good World's blog

As you probably know if you're here reading this blog, one of our biggest goals at This Good World is helping brands, businesses and organizations tell the stories of the good they're doing. We're certainly not alone in this effort... not by a long shot. There are a ton of businesses out there using their skills, expertise and influence to not only spread the good, but ultimately help others do even more good. One of these organizations is Visceral - a digital design and development agency based in San Diego, CA focused on supporting the creative needs of non-profits and socially conscious businesses. We've recently had the good fortune to get to know them a bit over the past few weeks and couldn't wait any longer to share their story. The interview highlights below from our discussion with Co-Founder and CTO Jason Buys details Visceral's efforts in selecting impactful clients, treating their employees right, gaining inspiration from others and so much more.

TGW: Your client list and their initiatives/efforts are pretty incredible. Was there something that impacted your decision or focus on only working with clients that are doing amazing things for the greater good?

Jay Buys: Yes and no. Initially, we didn't set out to build a business dedicated to working with nonprofits and cause-driven organizations. We knew that we wanted Visceral to stand apart from our competitors, and we felt that the way to do that was to have a greater purpose than to simply build websites for large corporations and turn a quick buck. But as a small partnership just starting out, we weren't quite sure how we'd accomplish that.

Shortly after Visceral's inception, we lucked into working with a couple of nonprofits and immediately felt a level of enthusiasm for our careers that we hadn't experienced before. Helping to empower these organizations to thrive in the digital world was tremendously satisfying. In the 9 years Visceral has been in business, we've worked with a wide array of clients in different industries, which has given us the ability and confidence to essentially work on anything. However, helping nonprofits and mission-driven organizations tell their stories to the world is far more rewarding and fulfilling. We're very proud to be one of the leading digital agencies with a vested interest in doing good.

TGW: Similarly, do you find yourselves gaining inspiration from the good things your clients are doing? Have there been instances where you've shifted the collective thinking within the Visceral walls to reflect this inspiration?

Jay: Absolutely. This is one of the best aspects of working with mission-centered organizations because with each new project, we learn about another way in which a positive impact is being made on the world. For example, we just launched a site called 'A Closer Look at Stem Cells' for the International Society for Stem Cell Research, which provides a wealth of information on the numerous advances we're seeing in the life sciences.

We're also proud to have developed the website for the Marine Corps Scholarship Foundation, an organization that awards need-based scholarships to military children. I had the honor of giving a presentation on entrepreneurship to MCSF's 2014 scholarship recipients and interacting firsthand with these bright young men and women.

As such, this kind of work is incredibly inspiring for both Visceral as a company as well as for our employees on a personal level. I think it's virtually impossible to feel grim or jaded about your life and your work when you're directly involved with, and witnessing firsthand the impact of, doing good.

TGW: Your This Good World profile mentions your emphasis on creating a fun and flexible work environment for your employees. Can you give some examples for our readers of some of the things you do for/with your staff?

Jay:  It was very important for Matthew (Visceral's co-founder) and I to make Visceral a relaxed, fun working environment. We both have a strong work ethic, but we're also laid back and approachable people. We believe that you can still accomplish your business goals without inflicting rigid corporate parameters on your employees, and that productivity actually increases as a result of being flexible.

Some of the things we do to make Visceral fun is having craft beer on tap; an office pool table that gets used 2-3 times a week; offering flexible work hours; and company outings, like baseball games and happy hours. A couple years ago, we did a staff retreat in Tahoe, which was awesome. We also encourage and pay for our employees to attend conferences that they're interested in--fostering professional development is really important to us.

TGW: We've talked in our exchanges about the importance good design and user experience plays in the digital world. We love your stance on this, as this is probably especially true for your nonprofit and socially conscious clients. Can you elaborate on this a bit?

Jay: Any organization whose purpose is to mobilize their base to act, or to donate money to their cause, has to first establish a sense of credibility. These days, that is done almost solely via an organization's website. There are certain interactions from a website that people simply expect now: smooth and fast load times; straightforward content that clearly states the call to action; and a site that works on tablets and phones without frustration.

We believe stunning design paired with a thoughtful user experience has the power to inspire authentic engagement. The organizations we work with are trying to solve complex, real-world challenges. We use design to break down those complexities into an at-a-glance narrative that is essential for engaging supporters online.

By illustrating an organization's social impact--and weaving in engagement opportunities throughout the narrative--we have not only inspired support, but offered patrons a clear, accessible way to get involved. A well-produced experience is a facilitator of action. Moreover, it's proof that an organization is modern, savvy and ready to tackle challenges in fresh and innovative ways.

TGW: Are you currently looking for clients within a specific vertical in the nonprofit/social enterprise space? If so, what's the best way for someone to get in touch to chat with your team about their design, web & tech needs?

Jay: The best way to get in touch with us is by shooting us an email at info@thisisvisceral.com, or by visiting our website at thisisvisceral.com/contact.

As far as specific industry verticals are concerned, we're very interested in emerging technologies that offer solutions to the crucial environmental issues we face, such as clean energy and water. We're also huge supporters of the life sciences and its many advances that will continue to improve our global quality of life. Wildlife conservation is paramount to us; all of us at Visceral are animal lovers, and working on the Wildlife Conservation Network's website a few years ago educated us on many different conservation efforts. Finally, we would love to continue working with humanitarian / philanthropic foundations; from supporting education, to the arts, to poverty alleviation, the work these organizations do preserves our humanity as a whole.

By Angelo Ponzi, Co-Founder and Chief Marketing & Strategy Officer of Strategic Market Intelligence

Developing messaging for your new campaign is simple, right?  Identify the markets or categories you want to target, get to know the customer—his or her decision journey, motivations, pain points – then develop your brand message, slogan, creative and communications channels. Then market to them with a one-size-fits-all approach. Easy right?

Wrong!

Every year companies launch campaigns only to have them fail. Sometimes it’s the messaging that doesn’t speak to the needs of the buyer. Other times, it’s the behavior the campaign is trying to influence. Or, the channels are just not resonating with the way the customer consumes information. Or, worse, it’s a combination of all of these factors.

That’s why understanding the dynamics of the market in which your company or brand is competing is extremely important. So many times we tend to focus on the campaign development that we forget to think about market dynamics.

Besides the customer themselves—IT Managers, C-Suite, etc.—the competition (single product or multi-product competitors) and your overall image as a brand, you have to also consider the current political environment, the economy, technological changes and other external factors that can have an impact marketing success.

And, while you’re looking in the rearview mirror at your primary competitors, don’t forget to look out the front window at the smaller brands that have a foothold in the market or markets you serve. Maybe there are already five other brands in the market and you’re the last one to enter it. Maybe you’re the market leader and you’re trying to fend off the competition, or new and better products? Or, you’re the leader in one product category, but a challenger in another. Knowing where your brand and or your various product/service offerings stand in the market is essential before developing your campaign strategy and messaging platform.

Take all of these influences into consideration when you’re structuring and defining your positioning, your values, your overall strategy and, ultimately your messaging. The way you speak to the market is very different if you’re a leader rather than a challenger. A one-size-fits-all strategy is not a strategic solution.

One piece of advice I give my clients is to think globally, not locally. By locally I mean the US, for example. Why? Because the image, position or reputation that your brand communicates is only one tweet, blog, post, link or share away from being talked about on a global basis.

What, you don’t sell internationally? Well maybe not today, but someday when you do, everything known about your brand will already be out there!

Keep in mind that while your messaging or the way you communicate may change based on the dynamics of the market, it is of utmost importance that your brand’s personality doesn’t change as you’re doing it. You need to establish your brand’s core personality, including the tone in which you speak to your audiences, and keep it consistent. You need to consider identifying a common motivation or need across markets that speak to their aspirations or values, not just your product features and benefits. This way the overall image and culture of your brand remains consistent and familiar to your various audiences.

In thinking about the markets you serve and the dynamics of each of those markets, keep several things in mind.

1. Does your audience think about your brand across all of the markets/product categories you serve? Does it have the same associations with your brand? If customer attitudes vary by market and there is inconsistency, then there is a strong possibility communications that work in one market will not work in the other.

2. Know your market position and market share. Messaging that speaks to customers/prospects from a leadership position is different than that of a challenger. One of the mistakes companies make is to assume that the communications they create for a well-established brand in a mature market will also work in a new or emerging market. Familiarity with the category often determines how much you need to explain to your target audience versus what you can assume they already know.

3. Be mindful of your competitors. Take the time to analyze their communications, not just their product features, sales and market share. How are they speaking to your customers and prospects? Are there gaps in their messaging strategy that you can take advantage of? Is it a crowded category? What’s their spending level and which channels of communication are they using? Remember, just because your message may be distinctively in one market or product category doesn’t mean it will resonate in another.

So, when putting together your new campaign and developing your communications strategy, don’t assume a one-size-fits-all messaging strategy.

Take the time to understand the dynamics of the market you’re competing in as they will shape your strategies, your messaging and your brand.

Angelo brings over 25+ years of business experience in sales, marketing, branding, strategic planning and research to Strategic Market Intelligence. His senior level expertise includes developing and directing comprehensive market/product research, branding and communications plans for a variety of business-to-business, consumer, medical, package goods, general retail, fast food, financial and high-tech clients.  He has led both small and large teams at global, national, regional and start-up companies, as well as worked with products in all stages of their lifecycle, from inception to implementation. Previous positions have been on both the client and advertising agency sides of the business giving him a unique understanding of his client’s marketing and communications needs. Prior to founding Strategic Market Intelligence, he was a senior level business/marketing consultant, Director of Sales & Marketing at PhaseOne, EVP/Director of Marketing Services and principal at Open Minds/RPA for over eight years, as well as founded and ran his own marketing agency for fourteen years. To learn more about Angelo and Strategic Market Intelligence, visit www.strategicmarketintelligence.com.

By Lauren Hong

Post originally published in Advisor Perspectives

Millennials are bucking trends day-in and day-out. As of 2013, they’re officially the largest, most diverse generation in the U.S. As a financial advisor, you cannot ignore them. Here’s how to include millennials in your marketing plan.

First, take the time to understand the generation better so that you can tailor your marketing message in a way that speaks directly to them.

Who are the millennials?

Millennials were born between 1982 and 2004, making them anywhere from 11 to 33 years old today.

Millennials have a few notable traits that significantly set them apart from the generations that came before them:

• They’ve broken from tradition when it comes to families. Millennials aren’t in any rush; they’re marrying and starting families later. Of the 18-33-year old population, 26% are married. According to research from Pew shared on Huffington Post, 36% of Generation X and 48% of Baby Boomers were married during that same age range.
• They’re burdened with massive education debt. Easily qualified as the most educated generation – in part due to extreme costs, but also largely due to the Great Recession that killed the job market and encouraged graduate school – millennials are finding themselves with lingering debt.
• They’re less likely to be homeowners at a “young” age. Not forgoing homeownership altogether, millennials are waiting longer to make the move. The White House reports three factors at play here: the job market, continued education and delayed marriage.
• They’ve fundamentally shifted the way we communicate. Not only are millennials majorly influenced by technology, but they’re also the ones influencing the way technology develops – both as users and creators. Millennials were pioneers in social media and digital communication, turning the advertising and marketing world up on its head. They’ve given an entirely new importance to the terms “networking” and “communities.”

Millennials are a fascinating generation. Often assumed to be narcissistic, millennials simply grew up in a time of abundant choices, and they’re making the most of them. Why does this matter to you as a financial advisor? This passion-seeking, selfie-taking generation is, quite literally, the future of your company.

Adapting to the social media generation.

Now that you have a better understanding of who millennials are, it’s time to start a conversation with them.

Not quite sure how to begin? Try these tips:

1. Engage them. Don’t tell them what to do, but engage them and ask for their opinion. Social media is the best place to start a conversation. Go on Twitter or Facebook and pose questions such as “Do you find it hard to save for retirement and pay off student loans at the same time?”
2. Talk about their values. Millennials are typically not homeowners, so they usually don’t care about estate planning. Instead, try talking with them about a new app for managing their finances. Then they will be more likely to listen because they highly value technology and efficiency.
3. Add value to their life. Millennials typically push away from tradition. They like to pave their own way. However, they are always keen to hear helpful tips to make their journey a bit smoother. Give them tips that can help them to pursue their passions. You might suggest tax write-offs when starting their new business or funding options for startups.

Once you understand millennials, you’ll realize it’s time to get a little uncomfortable in your marketing.

Marketing that matches millennials.

Direct mail and billboards aren’t the way to a millennial’s heart. Your digital strategy is more important than ever before.

Start with your website. Is it modern, easy to navigate and responsive to mobile devices? These three points are non-negotiable.

Switch up your channels. Millennials might not be receiving a daily newspaper on their doorstep, but you better believe they’re checking in on their favorite blogs daily and refreshing their Twitter feed every chance they get. Speak to them in their language. Be realistic. Choose 1-3 social media platforms, create a sustainable plan and do it well.

Support a cause. Social causes rank among the top priorities of millennials. In fact, Crain’s Chicago Business lists corporate social responsibility as the millennials’ “new religion.” Give millennials a cause to get behind, and their loyalty to your brand will skyrocket.

Marketing to millennials takes a mindset shift. Once you embrace that, you can have a lot of fun. The best time to get started? Now. After all, millennials are growing up, and who better to serve their financial futures than you and your business?

Congratulations to Callan Capital on the launch of their newly redesigned site and refreshed marketing collateral! Callan Capital, an independent wealth management firm in La Jolla, approached Out & About Communications to refresh their look. They wanted their website and marketing collateral to be modern, to have a uniformed look, and to better tell their story. We worked them to do just that. Their newly launched site has received rave reviews and their marketing pieces have gone to print! See the Callan Capital website in action.

Blog by Lauren Hong

Financial advisors: you need more female clients.

We said it. When your ideal client characteristics include educated, decisive, and dedicated to investing in the future, you just cannot forgo the women of the world. Especially when it’s women driving the decision-making in their families and embarking in entrepreneurship themselves.

Not only that, but studies are showing that women are, in general, more likely to “see risk as more important in creating wealth,” according to Financial Advisor Magazine. Oh -- and they just happen to be the gender that, on average, lives longer.

So why doesn’t your client roster include more women? The secret’s in your marketing.

Take the time to understand.

Catering to the female market is becoming ever more important in the financial industry. Women are a dominant force in businesses, in families, and in social circles.

There’s one thing women need for you to win them over, though: you need to understand them. When 69 percent of financial advisors are men, this becomes quite the task.

It starts by getting to know them -- and dropping all stereotypes and former assumptions. Consider it the courting process. Do your research and pay attention. Here’s what to consider:

Pain points. Women are known to be better communicators. Take the time to actively listen. Are they concerned about their children’s future education costs? Their aging parents’ estate? Their current spending and how that sets them up for the future? Talk to your current female clients, spouses of current male clients, or prospective female clients. Identify what’s really at the core of what she needs.

Risk-aware vs. risk-averse. Typically billed as risk-averse, Financial Advisor Magazine debunked that myth to better describe a woman’s mindset with investment as risk-aware. Understand that women are willing to take the risks so long as they’re aware of the potential benefits and downsides, and the game changes.

One size does not fit all. We’re talking very generally about marketing to women right now -- but let’s remember that not all women are the same. As CNBC points out, “women” are no longer a niche within the financial services industry. Simply saying you cater to female clients doesn’t give your services the exclusivity needed to appeal to any certain sort of person. Consider the qualities of the women you want to work with -- demographics and psychographics -- then start by marketing within those parameters. You can’t please everyone, but you can do a heck of a job of pleasing a targeted market.

Just ask. Keep in mind the old adage, “ask and you shall receive.” The best way to avoid stereotyping and assumptions is to simply ask. Survey your current female clients or those within your network who may not be using your services just yet. Ask questions that give you a good feel for what your ideal client will respond to.

Once you’ve let the assumptions go, asked the questions, and actively listened to your ideal female clients, it’s time to translate that into effective marketing.

Build a financial services marketing plan that works for women.

A common mistake in marketing to women in the financial industry is to try to reach women through their significant other -- be weary of this tactic, as 70 percent of widows leave their financial advisor after their partner passes. Remember -- they are at least 50 percent of the relationship. Treat them as such, and make sure marketing is tailored to them as individuals.

Messaging drives marketing, so start there. Evaluate your messaging. Who is it speaking to? Once a solid message is delivered (one that caters to that niche within the female market that you’ve already identified), use that message to develop an ongoing content strategy that shines through all of your channels:

• Website. Aside from the obvious evaluation of the main marketing messages on your website, consider how else you can use your online home to help your new market. Add comprehensive resources to address the pain points you’ve identified during your research.
• Newsletter content. Designate a section or start a separate list to cater to the new market you’re courting. Evaluate all other content to make sure it doesn’t discount the role of women.
• Blog. Is your blog content set up to serve more than just your current client base? Consider branching out into some new long-tail keywords that speak to your new market.
• Live events. Branch out from the golf course. Collect key research about what your prospective female clients enjoy -- whether it’s wine, cycling, sports, good books, or skydiving -- and consider switching up your event venues.

The list doesn’t end there. Your revamped messaging needs to expand throughout all of your content and communications -- your emails; your physical collateral; your social media outlets. Consider all the ways you interact with your audience -- and make your message prominent.

Win over the women

According to WealthManagement.com, women currently control $8 trillion in assets in the US. By 2020? That number is expected to be at $22 trillion. It’s an opportunity you literally cannot afford to miss out on.

Will they be particular? Will they be demanding? Will they question you? Absolutely. But it’s a good thing -- and here’s why: women know what they want, they know what they need, and they’re counting on you to make it happen.

A warm welcome to our new Marketing Coordinator, Sherin! We've asked her to introduce herself. Sherin, the floor is all yours...

Hello! I’m Sherin, the newest addition to Out & About Communications. I am so thrilled to work alongside this great team and help implement marketing strategies for businesses. A little about me, I earned my degree in Psychology from California State University, Long Beach and remained in Orange County after graduation to work for a private marketing team. I have gained a versatile amount of experience and am eager to continue to grow in the marketing field. As a San Diego native, I’m excited to share that I am (finally) back as a resident of America’s Finest City!

Here are 5 fun facts about me:

• I have been bitten by the travel bug so I am constantly exploring and finding new places to see/try. I love a good adventure!
• I’m a self-proclaimed ice cream connoisseur and am always looking for new places to try.
• I can speak Farsi fluently.
• I’m very detail-oriented and love organizing things.
• I’m a huge sports fan. Go Chargers!

By:  Marshele Scherrer

If you are anything like me, writing subject lines can be one of the hardest and most frustrating parts of crafting an email. When you only have 50 characters to get a point across, that is when things get tricky. Here are some things I like to consider when coming up with “must-read” email subject lines.

1. Be funny. If it is within your brand guidelines to add a sense of humor to your subject line, go for it! Everyone enjoys a good chuckle.

2. Make it personalized. Including customers names in the subject line of an email is a nice way to grab attention and give a personal touch to your marketing.

3. Self-Identifiers. An example of this would be, “Broke girl’s guide to travel” or “Cooking tips for the lazy chef.” Anything that helps people to identify and relate will ultimately build trust and intrigue to open your emails.

4. Create a challenge. Many people love competition--asking questions in the subject of your email is a great way to create engagement. Try something along the lines of, “What can you afford?” or “What is your real return on your investment?”

5. Pop culture. Using pop culture works for a few reasons. The first is that it creates a bond, a connectedness that we are both interested in the same things and can finish each other's sentences. The second reason it works is because people like nostalgia. Who doesn’t get a smile on their face when they hear the line, "I feel the need—the need...for speed!"

6. Create a sense of exclusion. Most people do not like feeling left out. One TV show coined the acronym, “FOMO,” the Fear Of Missing Out. It’s a great acronym for the feeling you get when you’re on the outside looking in. Creating a sense of exclusion can be as easy and simple as asking, “Are you missing out?”

7. Timing. You may have the right message but if you don’t reach your audience at the right time, your message is falling on deaf ears (or resulting in unopened emails). Be strategic about what time of day, week, or the month you will send your email out. If your business sells a commodity that needs to be refilled or replenish, send out an automatic email  5-7 days before you expect them to run out.

We hope that these few tips and pointers help you in creating engaging subject lines for future email campaigns. Do you have any email subject line tips? If so, please leave a comment below.

Post by Lauren Hong, President of Out & About Communications

Creating a new website for your brand is an incredibly exciting -- yet overwhelming -- task for any small business. In a matter of weeks, you’ll pour your heart and soul into making sure your branding, messaging, and design are all on point so that your new website can show your audience exactly how you can solve its problems.

It’s stressful, that’s for certain. And it’s equally as thrilling.

We’re going to add something to the mix that you likely don’t want to hear right now -- but bear with us. Here’s the thing: just when you have all the building blocks in place, the last thing you want to do is kick back and relax. The weeks leading up to your website launch are the perfect time to take a few extra steps to get your website working for you well before it’s launched -- and to make sure its reveal is absolutely epic.

Your website pre-launch to-do list

Not only are the weeks leading up to launch a prime time for preparing some logistics, they’re also a spectacular time for building up some buzz. How, you ask? Let us count the ways:

1. Coming soon page. Your website might not be ready yet, but have your designer lay out a simple splash page with “coming soon” messaging on it that your developer can use as the front door for your website while they build it behind-the-scenes. Key elements of a coming soon page: your logo, a brief bit about what your company does, your contact info, links to your social media channels, and an email capture to form an interest list. Don’t be afraid to have a little fun with it in order to build the hype now so you can capitalize on it when your site launches.

2. Jumpstart your SEO. The coming soon page isn’t just for good looks. Getting content up there -- namely, content that includes your brand and info -- kickstarts the SEO building process. After all, search engine rankings don’t improve overnight. It can take months of optimization before your brand earns its keep in search -- meaning it’s never too early to get started.

3. Give a peek behind the curtain. Offer your social networks -- or the email list you’ve already built -- a behind-the-scenes tour of the website building process as it progresses. Drop some breadcrumbs as you go: screenshot small pieces and share via your blog, Facebook, Instagram, and other networks to keep the anticipation brewing amongst your community. Want to really connect with your audience? Don’t be afraid of transparency and vulnerability.

4. Build your media kit. When you’re writing a compelling story, others will want to help you tell it. Have your media kit at the ready. Consider it your “show-and-tell” up until launch day. Things you may want to include:

• your contact info
• a company overview/company story
• biographies of key team members
• frequently-asked questions
• any media coverage you’ve already received

Remember: storytelling is key. Your media kit provides the foundation.

5. Start blogging...now. Whether or not you have a live blog during the time the site is being built, you should be generating posts. If they can go up during the process, it becomes a fantastic outlet for sharing progress and building SEO. If not, you’ll have a library of posts to go live with the site so that visitors can sift through a selection. (This is a great time to draft that post about the new launch that you want up there on day one, too!)

6. Activate your advocates. Take to the social media streets and the avenues where your loyal customers live to build your team of brand ambassadors who will help you rally as the site is built and upon release. Hype doesn’t happen in a silo. Incentivize when appropriate, and always, always find ways to show your gratitude.

7. Prep your post-launch communications. The day your site goes live is for celebrating. And when you have the following things in place ahead of time, you can do just that:

• Email signature: update links if applicable, and add a quick note about your newly launched site.
• Social networks: prep a few posts for LinkedIn, Facebook, Twitter, etc., and be ready to schedule them out.
• Email blast: engage the list you’ve already built, including the contacts you added from your coming soon page. Announce the new site and direct them to your tell-all blog post that’s already live.
• Direct outreach: don’t underestimate the power of personal contact. Reach out individually to contacts who helped or showed interest along the way.

8. And, finally… party. The moment you’ve been waiting for: pop the bubbly and open the dance floor. Your website is live! But wait… what’s a party without some guests? Host a digital launch party where you offer prizes or discounts for people who visit, share, or engage with your site in some manner. (Hint: e-commerce companies: this is a great time for that grand re-opening sale!)

Upfront investment; long-term gain

A new website is a lot of work. (That’s an understatement.) And here we are, telling you to do a little bit more. Take our word for it: we wouldn’t tell you to do it if it didn’t pay off in the long run. The upfront investment you make in your website will reward you with ongoing returns if you add the extra few steps to set yourself up for an epic launch.

Originally published in Advisor Perspectives

by Lauren Hong

Every three to five years. That’s how often you should be refreshing and revamping your website based on how quickly technology and design develop. Not what you want to hear? Fear not: I promise the return is worth the investment on this one.

Your website is the new billboard. It’s the new full-page advertisement in that glossy magazine. And, most importantly, it’s your round-the-clock sales team, building your company when you’re at dinner, making friends on the golf course or getting some well-deserved shuteye.

Put your website to work

Your website isn’t just a splash page meant to look pretty. When done right, it’ll work as hard as you do – and become a game-changer for your business. Here’s how:

1- Your website can streamline processes. Start treating your website as the virtual assistant it is. Enable it with contact details, fact sheets and intake forms. With just one quick visit, a prospective client should be able to a.) get in touch with you, b.) learn more about what you do and c.) get started with a service. Let your website do the hard work so that when they get to you, they’re knowledgeable about your company and already satisfied with the process.

2- Your website can educate clients. In a world with so many choices, clients like to know they’re making the right one. Make your website an online hub that nourishes your clients’ need for information. Don’t just offer insight into your company; post educational resources that can help answer questions you frequently get, and offer continuously refreshed, valuable content via your blog. Help your clients before they even ask for it.

3- Your website can inspire action to generate leads. Whether your goal is to have a potential client call you, sign up for your email list, download a whitepaper or schedule a consultation, your website should act as a lead-generation machine. Empower each page with one clear, concise call to action that inspires immediate action on the part of the visitor.

Ready to turn your website into the workhorse it’s meant to be? The time to get started is now.
Audit your website

Take a look at your current website. Ask yourself the following questions:

1- Can prospects quickly and easily navigate to the information they need? If it takes more than 2-3 clicks, the answer is ‘no’. Keep it simple. Be sure that you’re not overwhelming customers with too many choices.

2- Does it stand out amongst my competitors? It’s a crowded market out there and looks do matter. Pay attention to design as it relates to the audience you want to capture. Use your competitors’ sites to benchmark your own. Know your point of differentiation, and capitalize on it with the branding, functionality, and copy on your site.

3- Is it generating leads? Consider the way you generate and collect leads. How easy is it, at this moment, for a potential client to find your phone number, fill out a contact form, sign up for an email list, download a whitepaper or schedule a call? Essential elements like contact forms, email capture, and contact details cannot be overlooked. Put them front-and-center.

4- Is it mobile-friendly? Pop on over to your website from your phone or tablet. How does it look? Responsive websites are made to adjust to the screen they’re viewed on. With Google’s most recent update, mobile-friendliness isn’t just nice; it’s a necessity.

Once your mini-audit is done, you’ll have a better idea of where your website could stand to improve.

Here’s the good news: A refreshed or revamped website does not have to cost you a cool $40K. On the other end, I highly advise against using a template or plug-in-play website that doesn’t allow for the dynamic changes needed to keep your site fresh with content and updates. I recommend finding the middle ground with a responsive, clean WordPress site that’s user-friendly for both you and your visitors.

Use your website as your 24/7 sales support: welcoming customers to your business, offering them the opportunity to learn more and get their questions answered and encouraging them to take action.

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Lauren Hong is the founder & president of Out & About Communications, a full-service marketing firm that works with financial advisors and a handful of professional services industries to help grow their business and get their brand “out & about” in their communities.

Great news! We are hosting a fantastic webinar. Details are below. Make sure to sign up asap.

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On April 21 Google launched a new algorithm that ranks mobile friendly websites higher than those sites not optimized. With all the hype, I am sure some of you are aware of this but are you aware of how to utilize this new algorithm to knock out your competition? On May 28 at 1pm Pacific, Out & About Communications President, Lauren Hong, will be hosting a webinar with digital expert, Allison Mellon. They will cover how the new algorithm, commonly referred as “mobilegedon”, effects you and your company’s website, tips to enhance your online presence and ultimately how to knock out your online competition. At the end of the webinar, attendees will be offered a chance to submit their website for review so stick around to get some expert advice.

Follow along.... #CompetitorKnockOut #Rankhigher #mobilegedon

Webinar Schedule
1-1:05          Host: Lauren Hong, President of Out & About Communications (5 min intro)
1:05-1:20     Competitor Knock Out Discussion with Allison Mellon, allisonmellon.com
1:20-1:30     Q&A

Bio
Allison Mellon is an agency-grown digital strategist and professional maker of things. Over her career, she has been a part of SapientNitro, Digitaria, Vitro, Mirum and Cozy working with clients big and small. She helps her clients by defining digital content and execution strategies, building functional and technical specs, facilitating site development, and optimizing sites to build better brand experiences. Allison has started her own consulting business, partnering with agencies and businesses to push digital boundaries and make ideas real. Check her out at allisonmellon.com

This is a complimentary webinar. It is designed for Marketing Managers, COOs, or CEOs who are involved in the overall marketing strategy and want to learn more about the new Google algorithm and SEO enhancement.

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