enCOMPASS News & Blog
The mission of the enCOMPASS team is pretty straightforward: We strive for Great Work That Makes a Difference, and look to employ our art and our craft in ways that help our clients educate consumers and ultimately build their brands. We do what we do because we believe it is important to the many business owners we have the pleasure of working with, and attaining client satisfaction is really the only reward we seek. Nevertheless, the enCOMPASS team is flattered to have our work recognized by others, and honored to announce our receipt of 13 Communicator Awards for 2016.
Keywords will probably always play an integral role in online marketing. While keyword use can be both haphazard and counterproductive—as in the practice of “keyword stuffing”—smart keyword use is essential to good SEO & effective SEM. It provides relevant information to the search engine algorithms as well as to search engine users; it provides focus and direction for content creation. As such, targeting the right keywords is a critically important step in an integrated marketing approach.
Many business owners have a complicated relationship with customer feedback—especially that which is offered through anonymous online review sites. Receiving praise from a customer is always a good feeling; receiving critical feedback, while painful, can at least point toward opportunities for growth. Sometimes online reviews can simply be mean-spirited, highly negative in their tone but lacking any substantive tips for improvement. These tend to be the most frustrating of all.
You don’t have to be a search engine optimization expert to understand that SEO is important; after all, without optimizing your posts to show up in search engine results, your visibility will be diminished, the chances of a reader discovering your content through a search next to nothing. In writing, formatting, and publishing your company blog posts, then, it is important to think not just about the end reader, but the search engine algorithm as well.
Something we emphasize at enCOMPASS is taking an integrative approach to marketing. There is an abundance of marketing tools and resources to choose from today, ranging from pay-per-click ads to social media channels to YouTube—but wielding these tools in isolation from one another won’t help you reach your branding and outreach goals. To be effective, these different tactics must all be employed harmoniously, all pointed toward the same goal and working in a complementary fashion.
To the layman, all websites may seem like they’re constructed in roughly the same way—different in content and design, to be sure, but erected with the same basic building blocks. Actually, not all websites are created equal. There are different ways to categorize and classify websites, and one of the most significant is the responsive website designation.
The headline is arguably the most important part of any blog entry or Web page you write. The headline is the first thing your reader will see—and what’s the old saying about first impressions? If your headline doesn’t strike the reader’s interest, it’s simply not very likely that the rest of the content will get read—and as such, the best content in the world can be rendered all but useless by a weak or unengaging headline.
It’s not uncommon for hashtags to be used as punchlines or gags—Jimmy Fallon has a recurring Hashtags segment on The Tonight Show, for example—but for those who wish to use social media to boost their business, hashtags are no laughing matter. A hashtag is a kind of online shorthand that transcends social networks—only LinkedIn doesn’t allow for them—and provides an easy way for users to search for and discover your content.
Backlinks have been the subject of quite a bit of back-and-forth in the SEO community—enough that you may wonder whether they still matter, whether they’re worth the effort, or whether they might actually do more harm than good to your website.
In a recent post, we explained a significant strategy change that the enCOMPASS team has been advocating for all our TV clients. This year, we’re recommending that those who’ve been investing their marketing dollars in TV commercials shift some of that money (as much as 50 percent) to pre-roll advertising—essentially, the little clips that run before a video begins online.