Tag Archive: digital marketing

  1. How Long Should Your Website Last?

    website redesign

     

    Change – it’s often referred to as the only constant in life. While I don’t claim to be a philosopher, I can speak to the validity of this concept when it comes to the longevity of websites. Many businesses are under the unfortunate misconception that once a website is complete, they can toss up their hands in victory, pop the champagne and never concern themselves with their website again. That is, until it becomes abundantly clear that a website redesign and/or redevelopment is not only recommended but a requirement to maintain a proper digital connection with customers and prospects.

    How do you know when the time is right? Especially if you are not a designer or a programmer. For many, it is difficult to know what looks desperately outdated and what appears to be fresh and new on the web. It is even more difficult for the layman to understand the complexities of back-end code that acts as the wizard to your website’s Oz, pulling the levers behind the curtain.

    That said, reasons to update may vary, but a few key warning signs let you know when the time is right for a fresh take on your brand’s digital home.

    Top Signs It May Be Time for a Website Redesign

    Time:  The simplest metric when deciding on the right time to redesign is, well, time. How long ago was your site built? Much like anything in the digital realm, the technology running your site is constantly being updated to be more secure and more efficient. Add to that the ever-changing design trends and your site can begin to demonstrate warning signs for a redesign in as few as three years.

    Engagement:  The proof is in the pudding, and if your site is no longer getting the results you intended, it may be time to look to a website redesign. After some in-depth analytics research, you can approach a redesign understanding exactly why your current site has fallen flat with your audience and what must change.

    To understand engagement, you must also have a clear definition of your brand’s goals and mission. If these have changed over time, your website must change as well to realign with the new focus and engage from a new angle.

    Usability: Tied very closely to engagement, usability and user experience are extremely important in order to achieve desired results. Your website should prioritize ease-of-use above nearly all else. After all, how frustrated would you be if it seemed like a website was actively fighting against you? If your visitors can’t get to what they want (and fast) they leave and find the information, service, or product elsewhere.

    An incredibly important aspect of a site’s usability is its responsiveness. Do you own a smartphone? How about a tablet? And a laptop? All of these devices vary in display size and interaction methods (touchscreen vs mouse and keyboard). If your site is only designed to be used on a laptop or desktop but your audience prefers to visit it on their iPhones, you could be in trouble. Plus, in order to provide the best search results, Google has cracked down on how non-mobile-friendly websites are treated in search results. If you have to pinch and zoom to view your site on your phone, Google is penalizing your site in favor of mobile-friendly sites.

    One method of determining your site’s usability is through what’s known as user experience testing (or UX testing). This is an extremely helpful method of testing just how intuitive your site’s layout and functionality are, which could help you decide the extent of redesign needed on your site.

    Tech: Without getting into code talk (you’re welcome), what’s running your website is just as important as it’s user-friendly facade. Over time, your site’s code can become outdated, leading to crashing pages, link issues and general bugs that can hinder user experience and page loading speed. Additionally, your site may have duplicate content, missing or inadequate meta descriptions, broken internal or external links, and missing ALT titles and title text on images. All of this adds up to a site that runs more poorly with every passing technological update.

    Though not technically a “tech” issue, per se, search engine optimization (SEO) can play a substantial role in the success or failure of your site. If your site and its content were not crafted with SEO in mind, you may struggle to be found.

    Branding: Has your company completed a brand refresh? Even if your target audience remains largely the same, a website redesign is necessary to maintain the brand consistency we always strive for as marketers. You may think an old logo on your site after a brand refresh is a minor detail, but the devil is in those details and every single change matters.

    We understand the trepidation that comes with considering a website redesign. You worked hard, invested the time and money and maybe even grew attached to your site’s look and feel. But as I stated earlier, the only constant in life, and in websites, is change. You can either plan accordingly or see your brand’s online presence suffer for it.

    That’s not to say that a website redesign is always the solution. There may be smaller, iterative changes that can be done, such as refactoring the code, homepage redesigns, content, SEO updates and more. Be sure you review all of your options and compare the pros and cons before you engage in a website redesign.

    You can be sure your website isn’t collecting digital dust cobwebs that can stifle your online presence by reviewing the age of your site, investigating visitor engagement, ensuring usability is at the forefront of your design, confirming the code is up to date, and maintaining brand updates for consistency.

  2. The Good News | Sept.-Nov. 2018

    {Agency News with Lift!}


    Client Corner

     

    New Brand Launch for Amusement Fabrication Group, The Companies of Nassal

    Creating truly immersive experiences for theme parks and exhibits around the globe, this multi-armed company now has branding that unifies each of its group with an ultra-clean design and new, user-friendly website. See our new multi-company brand strategy and identity at work, which has also been utilized in all collateral and marketing materials.

    Explore the New Look and Feel for The Companies of Nassal


    A Hole-in-One Campaign for the Arnold Palmer Invitational

    To kick-off ticket sales for the 2019 Arnold Palmer Invitational, our team designed the warm and inviting “Get Closer” campaign. Campaign elements included an email announcement, ticket designs, hospitality badges and holiday graphics–and we’re just getting started. Creative will ramp up even more in the upcoming year.

    Keep Up-To-Date on the Invitational


     

    Hi-Tide’s New Catalog a Print Piece Worthy of Praise

    The nationally respected boat lift manufacturer now has a new product guide that features up-to-date information and visuals of their most popular products. Working alongside Hi-Tide’s website, this print piece helps inform consumers who are thinking about new, safer options for storing their vessels. We were proud to have designed and copy edited this piece, which is set to act as an educational and sales tool for years to come.

    Digitally Thumb Through the Product Guide


    AmeriFactors Acquires Game-Winning Endorsement Campaign with College Football Legend, Steve Spurrier

    The beloved “Old Ball Coach” provided quite the endorsement via a radio, TV and digital campaign for trusted accounts receivable financing company, AmeriFactors. Just in time for football season, as well as preceding Coach Spurrier’s run as head coach for the new Alliance of American Football team, the Orlando Apollos, this endorsement was expertly timed by our creative team.

    See the Commercial Our Team was Proud to Write and Produce


    What’s New at Findsome & Winmore?

    Party Planning in Full Effect for New Office Launch

    We’ve taken flight and touched down in a new, Winter Park office that provides room to grow and inspiration around every corner. But it isn’t official until we have a party. To appropriately mark the milestone of moving into our own office space, we are hosting friends and family to raise a glass to new adventures and a new home for our lofty ideas. Cheers!


    New Faces Join the Findsome Fold

    A whopping four new talents joined our ranks with the welcome addition of Jessica Hale, digital marketing manager, Jazmyn Reed, associate PR manager, Chris “Mac” McEntee, director of client services, and Ashley Willsey, art director. Jessica brings with her keen knowledge of digital marketing, while Jazmyn joins us with years of real-world experience in communications strategies. Mac, a knowledgeable digital marketing master with 15+ years of experience, and Ashley, an award-winning creative talent with deep roots in the theatre industry, round out the newest faces of our dream team. Welcome to the Findsome family!


     

    Showing Our True Colors

    To brighten up our spiffy new office even more, we wanted the Findsome & Winmore team to be able to add a creative and personal touch to our workspace. Meet the clipboard collage wall. With a new theme every month (this one was “favorite color”), we will each clip a personalized pic that showcases our unique, diverse and creative team.


    A Ruff Day in the Office

    As a decidedly dog-friendly office, we love inviting some of our favorite four-legged friends to help us with important tasks such as dedicated tail wagging and treat eating. Rest assured, these fur babies are definitely all good boys and girls.


    Clients We Welcomed

    Mibo USA

    Kid-sized, flimsy aluminum scooters, these are decidedly not. This company is poised to revolutionize the way we get around, bringing high-quality footbikes crafted in the Czech Republic and designed as a bicycle alternative sturdy enough for kids and adults of all sizes.

    Read More

     


    Watson Sloane Johnson PLLC

    With a specialty in helping entrepreneurs via a number of top-tier business, corporate, real estate, international and tax-related legal services, Watson Sloane Johnson PLLC is a well-respected, boutique business law firm with big firm experience and small firm values.

    Read More


     

    Harvest Bible Chapel Winter Garden

    A contemporary church plant with a focused and devoted mission of faith and worship, the Harvest Bible Chapel Winter Garden provides a like-minded community of faithful and provides focused ministries, including small groups, men, women, students, kids, worship and soul care.

    Read More

     


    IV Lounge

    As a “the next generation spa,” IV Lounge provides a full suite of wellness services, including IV drips, IM shots, vaginal rejuvenation and the new, revolutionary stress-relieving technology, the ORRB.

    Read More


     

    Something We Love

    Dani, the Yes-Woman

    “I received an exciting and life-changing surprise during my recent trip to Punta Cana. On October 12, my boyfriend got down on one knee on the beach and asked me to marry him–I said yes!”

    Daniella Monteiro, digital marketing manager, on her recent surprise engagement while on vacation in the Dominican Republic’s picturesque Punta Cana.

     

  3. Facebook Best Practices for Businesses

    Marketing on Facebook continues to evolve before our eyes. With the most recent and seemingly ongoing algorithm changes, agencies and marketers are being forced to roll with the proverbial punches as they navigate the uncertain waters of drafting paid and organic content strategy plans and tactics for each new quarter. Businesses are constantly being challenged to increase followers, foster engagement, (ultimately) generate leads, and stay competitive and relevant amongst the changes that Facebook continues to throw our way. All this in an attempt to justify ROI and ensure that the platform is benefiting the business.

    So, what does it take to succeed on Facebook and see results from tireless efforts and the countless (billable) hours of content development and paid ad spends? Starting with a solid foundation and getting back to basics can help answer this question. Throughout the year we’ll be identifying best practices on each platform to assist in your marketing approach to help put (or keep) your strategy on the right track.

    But first, let’s dive into the top five practices your business needs to master in order to get the most out of Facebook marketing.

    Facebook Best Practices

    • Know Your Target Audience: Utilize Facebook insights or a third-party social media management app to get to know your audience demographic inside and out. Doing so will help you focus on developing content and advertising for those who are most likely to engage with and benefit from your brand.
    • Keep It Short and Sweet: Keeping your audience’s attention is critical. When developing content for Facebook, you want to keep in mind that your sole purpose is to educate, inform and entertain your audience about your brand with the objective of increased brand engagement or conversions. While the Facebook character limit caps out at 500, sources suggest maintaining characters at 100 or less. Let the visuals do the talking through dynamic images and videos. Also, remember to keep the hashtags at bay.
    • Be Engaging: This holds true for both the type of content that you post and when responding to your customers. Asking open-ended questions, posting interesting and fun live videos related to trending topics–these are the cornerstones of content tactics on the platform as they exist today. Being social on social media and communicating with your audience is what develops trust and loyalty, inviting referrals and new customers to buy into who you are as a brand and what you can do for them.
    • Get Out of Your Comfort Zone: Taking chances on social is an approach countless brands are making to differentiate themselves from the competition and garner interest and intrigue. Utilizing the tools that boost organic engagement (Facebook Live, anyone?) will put your brand and spokespeople on center stage to reach your audience in the moment with live chats and behind-the-scenes moments exclusive to your brand. Giving users a sneak peek into what you’re all about humanzies their experience and interaction with your brand.
    • Pay to Play: Even with the recent changes to the algorithm, paid advertising on Facebook continues to be one of, if not the most, beneficial and measurable forms of digital advertising. With over two billion users, the opportunity to develop brand loyalty and awareness and eventually acquire new customers and conversions is staggering.

    Knowing your audience, keeping your messaging concise, engaging your fans, experimenting with live streaming, and dabbling in the Facebook Ads platform are all perfect ways to leverage the power of this social media behemoth. Even through the recent controversies over suspicious data collection practices, Facebook will continue to be a valuable resource well worth leveraging for years to come. With these best practices in mind, your business can craft content that breaks through the marketing filter and reaches fans on a more personal level than ever before.

  4. Findsome & Winmore Announces Plans to Occupy and Remodel 8,000 Square-Foot Building in Winter Park

    Orlando digital marketing firm enlists help of local clients to relocate headquarters ahead of anticipated agency growth

     

    Findsome & Winmore, the classic digital marketing agency that helps clients find and win new customers, announces today plans to relocate its headquarters to an 8,000 square-foot, full building located at 1550 South Lakemont Avenue in Winter Park. This announcement comes as the company prepares for continued strategic growth in 2018 and beyond.

    In searching for and finalizing the purchase of its new space, Findsome & Winmore enlisted the help of clients Foundry Commercial, Fountainhead Commercial Capital, and Sloane & Johnson. Additionally, Baker Barrios Architects, another Findsome & Winmore client, will oversee the remodeling of the building.

    “We have always considered ourselves to be an extension of our clients’ teams, so involving them in the process of finding our new home was very special for us, ” said Matt Certo, CEO and principal at Findsome & Winmore. “With their assistance, we have found a space that will not only allow us to grow our agency significantly over the next 18 months, but will also provide our team members with a creative, interactive environment they can thrive in. We thank Foundry Commercial, Fountainhead Commercial Capital and Baker Barrios Architects for their continued, invaluable insight as we embark on this journey.”

    Findsome & Winmore’s decision to relocate its headquarters comes just two years after the company expanded its current office space, increasing office capacity from approximately 15 people to 25 people. Now, the company is moving to a building that will sustain its steady growth trajectory while permitting extra room for a kitchen, coffee bar, multiple meeting spaces and more.

    In 2017 alone, Findsome & Winmore’s growth involved the onboarding of multiple new clients, including Virgin Produced, Tijuana Flats, Children’s Home Society, onePULSE Foundation, Park Square Homes, and more.

    Following a five-month construction period, the Findsome & Winmore team will relocate to its new office in May 2018.

  5. Findsome & Winmore Continues Momentum In Third Quarter of 2017

    Findsome & Winmore, the classic digital marketing agency that helps clients “find and win” new customers, completed a successful third quarter with the addition of new employees and new projects for clients. The company, which is currently in its fourth quarter, announced today the addition of a new client within the real estate industry and the completion of two client rebrands.

    Park Square Homes, a residential real estate company, enlisted Findsome & Winmore for various services including public relations, website maintenance, and digital marketing. Additionally, the agency completed rebrands for Bourne Financial Group, a real estate private equity company, Spectrum Global, a telecommunications firm, and Tews, an employment agency. Both Tews and Bourne Financial Group also hired Findsome & Winmore to create their respective company websites.

    “We are pleased to know that our clients continue to put their trust in Findsome & Winmore in their digital marketing endeavors,” said Matt Certo, chief executive officer of Findsome & Winmore. “We had a very solid third quarter and are looking forward to ending 2017 on a high note, with additional clients and new projects. As we move through our fourth quarter, we anticipate helping even more clients find and win new customers.”

    Findsome & Winmore also added three new employees to its growing team with backgrounds in creativity, marketing and public relations. Moreover, the company continued to expand its content presence through its email marketing series, entitled “Marketing Tip Monday,” providing subscribers with tips on an array of business growth topics, http://www.marketingtipmonday.com

  6. The Roll Out of Twitter’s Increased Character Limit

     

    Soon, we could all be saying goodbye to the days of reading and re-reading our would-be tweet to find out what words are actually necessary to convey our important thought. In a surprise update, Twitter has announced it will begin to roll out a 280 character limit to some users, doubling the original 140 character limit.

    The micro-blogging platform provided some pretty sound reasoning for the update, namely, equality across languages. Users who tweet in Japanese, Korean and Chinese are able to convey more information using fewer characters. In other words, they can say twice as much while using half the characters as users who tweet in most other languages. According to Twitter, Japanese users hit the character limit only about .4% of the time while 9% of tweets in English use all 140 characters.

    How does this change the way we use the platform?

    Twitter will always be about brevity, but the 140-character limit was conceived at a time when flip phones and SMS messaging reigned. As society has moved on to smartphones and data plans, the platform has been hesitant to adapt, slowing user growth, and scaring away some investors.

    This shift to an increased character limit will hopefully invigorate user growth on the platform, leading to more meaningful and engaging conversations between users.

    The formula is simple:

    This increase is especially helpful for brands that routinely feel the pain of links depleting their already scarce character count within tweets. While links will still count toward the character limit, an increase from 140 to 280 characters leaves more room for brands to tweet without skimping on their message or leaving out an important link.

    So this sample tweet about our client:

    We are loving all of our new apparel options. Are you? Shop the collection and show the world that #WeWillNotLetHateWin http://bit.ly/2r9qft0

    No longer has to be this:

    We are ❤️ all of our new ?? options. Are you? Shop the collection & show the ?  that #WeWillNotLetHateWin http://bit.ly/2r9qft0

    Social media is a constantly updating medium, so, only time will tell if this change becomes the official standard, and for how long. For my money, the promise of major benefits and ease of use for countless users around the world just might make Twitter’s increased character limit a big winner by allowing people and brands more “real estate” to get their messages across. In the meantime, we’ll be keeping a close eye on whether this change is worth a “like.”

  7. Email Design 101: Tips for Better Email Marketing

    email design

     

    We’ve all been there. You go to check your email and BAM, that eyesore of an email newsletter comes through and you immediately want to unsubscribe from ever receiving it again.  

    No one likes to read a lousy, long email, so how can you prevent yours from being categorized as one? We’ll walk through the steps to ensure that you are on top of your email design game so that you can send something to your audience that is worthwhile and engaging.

    Why is Email Design Important and How Can It Play a Factor in My Overall Results?

    If your email design isn’t easy to follow, chances are, your audience will quickly “x” out and possibly unsubscribe from your emails completely. Your email design should help navigate users to main call-to-action (CTA) areas of your email. Ask yourself, “What are the most important parts of my email and how do I attract users to these specific buttons or articles?” When you address these questions in your email design, you’re promoting areas of clickability, which help your overall click-through ratings. Another item that is often forgotten is linking your imagery and headers. You wouldn’t believe the number of areas where your users will click. It’s important to capitalize on this in order to make your email as engaging as possible. This practice also prevents users from being able to download your imagery.

    Check out this feature example showing the number of clicks (green bubbles) our newsletter, HOT AIR, received on its June 2017 issue. Users clicked on every available link, especially imagery.

    email design

    Design for Your Audience, Not (Necessarily) You

    Understanding your audience and clientele will help determine what works and what doesn’t work. Not everyone wants to read pages of your company updates and read about Suzy Q’s birthday (sorry Suzy). Think about what they’re looking for and design for that. Keep your content quick, easy, and on point. Information that is highly visual, easy to read, and of interest to the user are emails that tend to perform very well.  

    Beyond design, emails that produce positive results are ones in which the user knows what they’re signing up for and can expect the type of information they receive.

    What We Can Learn from Recent Email Design Trends

    • The use of GIFs

    With our current HOT AIR newsletter, we’ve incorporated a moving hot air balloon to provide playfulness and visual appeal to our newsletter logo:

    email design

    We’ve even changed it to incorporate the holidays:

    email design

    Nike does a great job of employing this tactic into their emails by taking snippets of their video content and turning them into GIFs. The one shown below was created to inspire Crossfitters to buy their equipment:

    • Clean design:

    Mineral Emporium: 

    email design

    • Using color & large imagery

    Handy:

    email design

    Elements of Creating a Clean Email Design

    Have clear CTAs. Buttons that are descriptive and visually clear:

    email design

     

    Keep your content brief and to the point. If you provide all of your answers in your email, then why would anyone click for more information? Keep in mind, your objective is to have users engage. Give them just enough to interest them in hearing more about what you’re discussing:

    email design

     

    Providing imagery will keep users intrigued.  Full-width imagery is a trend for 2017 and 2018:

    email design

     

    The result? It could look something like this clean and intriguing design:

    email design

    Email Design Done Better

    If an email is not aesthetically pleasing or not easy to read, the likelihood of having a good open rate or click through rate will be slim. In addition, you may have users opt-out of your audience list. Email, after 30 years, continues to be the king within your marketing deck of cards as it allows you to interface directly with your audience and not be hidden amongst an ever-scrolling social media news feed. Make sure you put the time and thought into designing not just for your brand’s needs, but, for your users interests too. The end result may surprise you.

     

  8. How to Go Viral: The Science and Social Media Behind Creating Online Epidemics

    How to Go Viral

     

    It hits you when you least expect it. There you were, picking up your annual report from the printer when you notice a few of your coworkers crowded around Bob-from-accounting’s smartphone. Intrigued, you peer over their shoulders.

    “What are you all watching?”

    “Wait, you haven’t seen this yet?”, a coworker jeeringly asks, “It’s SodaStream’s new ad campaign with Paris Hilton.”

    Oh yes, you had seen it. How could you not? In a matter of days, every one of your social feeds was inundated that ridiculous video, featuring a reality star trying to vaguely sell you that odd contraption you pass by at the superstore. Despite the video’s vague, soft sell of the actual product, it worked–they gained your curiosity and your attention.

    The video in question is quite perplexing. One drop of a miracle liquid is said to have the hydrating effect of one full glass of water, putting an end to the disastrous environmental effects of plastic bottles. The claim is preposterous, but you are thirsty for more information and follow the link to purchase a SodaStream, the in-home soda and sparkling water maker.

    The question is, how did a campaign that was intentionally misleading and only tangentially related to the actual product become so pervasive on social media? Why do some campaigns go viral and others never seem to reach the ever-important untapped target audience? There really is no one-size-fits-all solution that will tell you how to go viral. However, successful viral marketing campaigns have a few commonalities that can be replicated and turn ripples into waves. Viral marketing campaigns act very similarly to their etymological counterparts, viruses.

    • Attachment: Viruses are useless without their host and must identify, then attach themselves to a living cell in order to reproduce. If you want your social media campaign to spread, you must identify, and “attach,” to the target audience who is most likely to engage and spread your message.  

      In the case of Soda Stream’s campaign, their target audience was the environmentally conscious and social-media-obsessed millennial. SodaStream not only ensured that the subject matter, messaging, and aesthetics of their campaign appealed to their target audience but also understood the economics of that audience. SodaStream understood that a larger portion of the millennial audience is beginning to acquire more disposable income to spend on products they want, instead of just need. To put it bluntly, SodaStream’s Nano Drop is essentially how to go viral 101.
    • Entry (Into the Market): In order to spread, viruses must enter an unsuspecting host cell by penetrating the protective membrane and then releasing the nucleic acid that will facilitate further growth and development.

      In order for a social campaign to penetrate the market and begin proliferating the brand’s message, one must take the information gathered in the stage above and ensure that it is released at the most optimal time. Start too soon and the message will fizzle, too late and you’re simply riding in the wake of someone else’s success.

      Timing is vital. If you want your campaign to go viral, you have to be willing and able to follow and seize the opportunity that comes with popular trends at a moment’s notice. SodaStream understood that millennials LOVE their reality stars, past and present. SodaStream also understood that millennials value brands that are environmentally conscious. By taking a non-essential product, packaging it with a socially conscious mission, and using a pop culture icon to spread the word in a tongue in cheek way, SodaStream capitalized on phenomena particular to the times we are living in.
    • Replication and Assembly: Once a virus penetrates the host cell it must replicate to ensure it spreads. In order for social media content to go viral, just like the virus, it must be replicable. In other words, it must not only attract the attention of the audience but also be engaging enough for it to be shareable.

      All viral content on social media has one thing in common: It’s enjoyable enough that users want to share it with the rest of their peers. This piece is vital. Unlike most traditional marketing tactics, the success of viral content is not rigidly tied to the amount of money behind the campaign but rather the intrinsic likability of the subject matter. It’s not about how much money you spend, it’s about creating the right content that moved the company’s target audience to like and share the content for FREE.

    The bottom line is, the question should NOT be how to go viral, but how to produce beneficial and relevant content that appeals to your target audience.  If you do it right, the audience will do the work for you!

  9. Web Content Done “Write”: How to Craft Web Copy

    How to Craft Web Copy

    Whether you realize it or not, you’re a writer. From a catty comment on a Facebook post to the embarrassing email you almost (tragically) forwarded to your boss, in one form or another, you’re committing words to page or screen.

    Fortunately, many considerations taken when writing even the most trivial of texts can directly help you better understand how to craft web copy for your next website. Stay with me here: When texting a friend, responding with, “lol, omg,” may be acceptable. However, when writing an email to a colleague, the same message may be better suited as, “Oh my goodness. That’s hilarious.” You are crafting your message not just for the audience (formal vs. informal), but also the delivery vehicle (email vs. text). At its core, these are also the salient considerations when crafting effective web copy.

    Understanding the above point, it should come as no surprise that writing web copy like you might write a blog post or company newsletter will not fly. Crafting web copy is its own unique beast. Before trying to conquer your website’s content, consider the following factors:

    • Who are You?: What is your company’s persona? Is it clearly defined? If your company were a person, do you know what’s on their Spotify playlist, what car they drive and who their favorite Beatle is? Though it may sound (and feel) a bit silly to get this granular with your brand’s persona, it helps to clearly paint a picture of how to craft web copy in a voice that’s pitch perfect. Whether it’s playful, formal, whimsical or a mish-mash of all of the above, defining your brand’s persona is key. For example, Findsome & Winmore is generally characterized as professional, yet with a touch of whimsy and approachability.

    • Who are They?: Second only to knowing your own brand’s persona is knowing your audience’s. In all forms of writing, you must know your audience. If you don’t know who you’re writing for, chances are you’re writing for no one. Especially when writing web copy, there is a natural tendency to write towards one’s own interests instead of serving the target audience. Do not fall into this trap. Your audience should be top of mind at all times and take precedence over personal preferences. I may love early 1990s hip hop, describing Findsome & Winmore’s services as “phat” just won’t play for our target audiences. 

    • What’s the Point?: Though this is partially to do with the larger discussion of website design, you must ensure that every page of your site has a purpose. Moreover, ensure that this purpose is served by the content provided therein. Make your intentions known early and with gusto, especially if the page’s primary objective is to get them to click a link, “buy now,” or otherwise jump through a fiery hoop. Call to actions should never be subtle. Our site opens with a simple, direct question in all caps and red font that nearly glows off of the page: “LOOKING FOR A DIGITAL MARKETING AGENCY TO HELP YOU FIND AND WIN NEW CUSTOMERS?” If so, you know to read on.

    • Keep it Short: Brevity is the soul of wit. Though most creative writers are guilty of getting a bit overly verbose for the fun of it, a website is not the place. Your audience is rarely looking to read a novel. Instead, it’s your job as a content writer to walk the tightrope between conciseness and creativity. If you proofread your web copy and think the same message can be conveyed in fewer words, chop chop chop. In promotion for our newsletter, we wrote, “Our monthly e-newsletter, HOT AIR, is chock full of advice on how to FIND and WIN more customers.” Balancing our defined voice with conciseness, this single sentence conveys that 1) we have a newsletter 2) it’s called HOT AIR 3) it’s full of marketing advice 4) you should subscribe (pushed by the subscribe button just adjacent to the copy).

      But hold on – there is one notable exception to this rule. Though conciseness is often golden, there are some notable SEO benefits to long-form content as well. Such content has been shown to sometimes rank higher in search engines, produce more backlinks and increase conversion rates, according to one article from 2015. The solution? Consider including a bit of both shorter and longer content to your site, monitor your performance and decide the best length for your audience moving forward.

    • Work with Web Design: Design and content face the same quandary presented with the chicken and the egg: what comes first? In best-case scenarios, both are developed in tandem, allowing both the form and function of the site to fit the content within it (and vice versa). However, if the design is already built, ensure that you are writing with this context in mind. Copy should fit the page like a glove.

    Even for well-practiced writers, writing for the web can be a real challenge. Take a deep breath–we promise, it will all be OK just as long as you keep a firm grasp on who you are as a brand, who your website content is targeting, and what the purpose is of each page. Then, you can edit for length and ensure the copy matches the design.

    Last, but not least, always, and I repeat, always, have someone proof your website copy. The internet is as big as its memory is good. From one writer to another (even if your specialty is texting), you have it in you to craft copy that works for the web. However, if you need help along the way we may be able to {Findsome} one up for the job.

  10. Findsome & Winmore Maintains Growth During First Half of 2017

    Findsome & Winmore, the classic digital marketing agency that helps clients “find and win” new customers, had a successful first half of 2017, adding eight new clients across numerous industries during the first two quarters of the year.

    Clients enlisting the services of Findsome & Winmore during the first two quarters of 2017 include Orlando Health, a network of community and specialty hospitals, Tijuana Flats, a national Tex-Mex restaurant chain, onePULSE Foundation, an organization dedicated to honoring those that lost their lives in the Pulse Nightclub tragedy, Westgate Resorts, one of the largest privately-owned timeshare resorts in the world, Kore Alliance, an investment group, National Christian Foundation, a Christian-based non-profit organization, Centurion Business Finance, a financial lender, and D+H, a global payments and lending technology provider. D+H was later acquired by Finastra, the third largest Fintech company in the world.

    In addition to the successful onboarding of each of its new clients, Findsome & Winmore also launched two websites, including Children’s Home Society and Lake Nona. Findsome & Winmore also added four new employees with backgrounds in event planning, social media, and website maintenance to its growing team.

    “We definitely got off to a great start in 2017 and are excited to have new clients from such diverse backgrounds,” said Matt Certo, CEO of Findsome & Winmore. “Having such prominent businesses turn to us for assistance in accomplishing their goals gives us a great feeling. As the year progresses, we look forward to continued growth and expansion of our portfolio.”

    In addition to Findsome & Winmore having a successful first half of 2017, Certo also published a book, Formulaic: How Thriving Companies Market From The Core, in January. Formulaic reveals the ordinary things that even one-person firms can implement to achieve the extraordinary over time and brings to light several key elements that drive brand marketing momentum.