Twitter has enabled us to share news in real time and this is never so apparent as when a crisis hit, however yesterdays Boston Marathon explosion updates were interrupted by brand promotions that had been scheduled.

Last night tragedy struck the Boston Marathon, 2 explosions went off at the finish of the Boston Marathon killing 3 people and injuring over a hundred and forty (as of 08.00 am 16th April). We saw the best and worst of humanity through social media, with people raising money for red cross and gathering people to donate blood, but also pseudo accounts and negativity which will no doubt continue. Amidst the updates of stories from Boston many brands had auto tweets that were interrupting the news and updates making brands appear insensitive.

Scheduled Tweets

Scheduled Tweets are a useful tool for brands to schedule automated tweets out of hours but you have to be careful what you tweet as if they are obviously automated it can decrease engagement and people are less likely to follow.

For example scheduling questions that followers may respond to but not being on hand to reply to responses can affect brand loyalty.

We sometimes use scheduled tweets for management but they must be mixed in with real tweets and real engagement. Some brands only use scheduled and automated tweets but these twitter accounts do not do as well as they could.

Twitter Crisis Management

Any Social media management team should have some sort of Twitter Crisis Management (or equivalent).

Brand Crisis Management

Brand Crisis Management is when the brand receives negative mentions on social media, it is how the brand responds to this, it could be first lone defences, finding ways to nip the situation in the bud and official responses.

The way a brand responds to negativity on social media can highlight the company, turn the negativity around or if dealt with badly make a lot worse.

Crisis Management – current affairs

General Crisis Management is how a brand behaves in light of breaking news, this may be industry news or it could be a crisis situation such as the Boston Marathon explosions.

In this situation brand managers should have clear instructions on how to respond, do you offer support or condolences? Have you a budget to donate to helping? Do you use the crisis for publicity?

Many brands have different responses, not all are good and appropriate, but last night highlighted how insensitive brands can appear when scheduled tweets are not put on hold in these situations.

At first a few scheduled tweets went out but as the night went on my own timeline was littered with tweets from brands who really needed to turn off the scheduled tweets and post a more sensitive response or just keep quiet.

Many of the brands were probably oblivious to the fact their tweets were receiving negative feedback and looked heartless in such tragedy. So a note to all you brand managers if you hear of a national or international crisis get on to your social media account (whether via a third party platform or direct) and put those scheduled tweets on hold.

The good role Social Media played in the Boston Marathon Explosions

Last night social media was lit up with stories, images and condolences about the Boston Marathon, we live in an age where this information is brought to us seconds after the event and apart from a few bad profiles taking advantage of the tragedy it also highlighted how much good there is.

There is no justification for these explosions that warrants taking innocent lives, including an eight year old boy, and injuring many people. The winners and professional runners had crossed the finish line and the victims were amateur runners, many running for charity, who had trained for months and months for the huge achievement of completing a marathon. The explosions were a cruel act but amidst this act we saw the very best humanity has to offer.

Social media brought us pictures minutes after the explosions of the first responders rushing in to help the victims, we saw messages shared on Twitter rallying donations for the red cross, organising blood donors, and informing meet up points for people to reunite with family and friends amidst the chaos.

Last night the world was watching Boston, they cared for Boston, they prayed for Boston and most importantly they were united for Boston.

First of all, creating the template file. In your theme root create a new PHP file, call this what you want, but I like to use a prefix so all my templates are together. Open up your new PHP file, and copy the below PHP code into it. If you are planning on using a lot of templates, I would recommend placing them in a folder. WordPress will search your theme folder for any Template files, no matter where they are located, or how deep they are in a file structure!

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<?php /* Template Name: Super Duper Template */ ?>

You can replace ‘Super Duper Template’ with whatever you want to call your template. Now, login to your website dashboard, and navigate to your pages. Select, or create a new page that you wish to assign the template to. If this is your first template in the theme, you’ll now notice there is a Template drop down in the Page Attributes.

As you can see, I already have a couple of other templates set up. Assign the Super Duper Template to the page you have chosen, update and go to that page. You’ll notice there is nothing there, that’s because it’s working. We need to call in some WordPress functions to get this back to how it was before. You can do this two ways;

First, You can copy the entire contents of your page.php file into the template file. This way you will get exactly, what you had before. However you’ll now have the freedom to move, delete, create and customise your elements.

Based on the twentytwelve WordPress theme this is what should look like now:

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<?php /* Template Name: Super Duper Template */
get_header(); ?>

	<div id="primary" class="site-content">
		<div id="content" role="main">

			<?php while ( have_posts() ) : the_post(); ?>
				<?php get_template_part( 'content', 'page' ); ?>
				<?php comments_template( '', true ); ?>
			<?php endwhile; // end of the loop. ?>

		</div><!-- #content -->
	</div><!-- #primary -->

<?php get_sidebar(); ?>
<?php get_footer(); ?>

You can make this much simpler if you would like to start from nothing. All that is needed is actually the get_header(); additional code. However Its best to use the get_footer(); as well, as some plugins use elements in the footer.

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<?php /* Template Name: Super Duper Template */
get_header(); ?>

<?php get_footer(); ?>

That’s it! Just remember to assign your template to the pages you wish to use. You can also use templates in a different ways depending on what you would like to modify. If you view the WordPress Template Hierarchy you’ll see there are many different templates that can be created.

Most Digital Agencies have been working on various Christmas campaigns for some time, however a lot of companies still leave their Christmas eCard campaigns till the last minute.

If you have been too busy this year to make a start on your Christmas marketing but want to get a Christmas eCard out to your valued customers to let them know of any seasonal offers or just wish them a Merry Christmas and a Happy New Year, then take a look at our last minute Christmas ecards.

Christmas eCards

We create hundreds of bespoke ecards but bespoke ecards take time to design and create, so for anyone looking for last minute solutions for ecards then our competitively priced Xmas ecards are for you.

You can pick from a number of already created eCards, some of which have the option to customise with your logo or just personalised with your company name and message, the eCards are animated and have music to look professional and be memorable to your customers. Our corporate animated ecards start from £250.00 including a HTML template email of your choice and sending to 500 of your customers. You can choose more options and more recipients for an added cost but starting from only £250 you can get a professional personalised eCard made up quickly and sent off in time for Christmas.

If you are interested in this or our bespoke eCards, please don’t hesitate to get in touch and discuss what we can do for you to impress your customers this Christmas.

Today I was procrastinating on Facebook when i saw an ad for a local Christmas tree advert, I don’t normally click on Facebook ads but as it is coming up to Christmas and I am interested in local events I can take the family I thought this would be interesting.

Now given that the event in question had the foresight to use Facebook advertising and had targeted the correct demographic I was not expecting to see a very dated website with little imagery or informative content. The ad in question took me to the home page of the website and it took me a good minute or so to find the correct link for this particular event and navigate to the correct page with the information I needed.

After eventually finding the correct page the content displayed looked like a word document with no style or images and was not up to date, it told me about the event in principal (which is on next week) and encouraged the user to keep coming back as the page was updated nearer the time.

This was very disappointing and I decided not to go to the event based on this experience, I then thought about the psychological journey this ad had taken me on to try to pin point the reasons why this ad had wasted this company money- in my case.

Conversion Analysis

Now this is just a crude interpretation of my journey but if this website had just done some simple changes they would have converted me as I was almost sold at the Facebook ad.

• Advert – The advert in question had a good image and targeted content that appealed to me so much that I clicked through (when I am normally very dubious about clicking on Facebook adverts) The ad was targeted correctly as for a family event local to me at Christmas I am the perfect person to convert.
• Website  - Once clicking through to the website from the ad I had certain expectations, I expected images and some sort of branding and professionalism, I was met with a website that was an obvious free template with no branding or images and using comic sans as the font of choice.
• Landing Page – the landing page was the home page which had no obvious call to action relevant to the ad, I was wondering if there was a mistake. After scrolling down I found some recent articles and the last one on the list referred to the Christmas event I was interested in originally.
• Event Page the ad was promoting – When I had clicked through to the advert the page had no images, I was expecting lovely pictures of Christmas trees (as displayed on the advert) or the venue at least, but there was no images, I couldn’t see a date the article had been published but I was given the impression it was written some time ago and had not been up dated to reflect the event on in 10 days time. The content was written in Comic Sans and there were no maps or clickable calls to actions that would make enquiry easy.

I understand as I work in online marketing I probably have higher expectations than many people but the numerous click, and difficulties to find the information resulted in me being put off the event by the time I had found the right page. The website really let the ad down. If the advert had just sent me to the correct page straight away and they had put an image in there I probably would not have been frustrated and enquired, a better call to action such as a clickable email link (not hard to implement) or a contact form would have also improved the chance of a conversion.

Improving your website to help your marketing

It doesn’t matter if you are doing SEO, PPC, Facebook ads or Xmas ecards make sure your marketing gives people a good expectation of your business and site before they click through.

Here are a few tips to use in your online (and offline marketing) to stop you from wasting money on marketing that will not convert.

• Make sure your marketing ads and material is a good representation of your brand – Try to include your own brand, your own USP’s images that people will find familiar when they click through to your website.
• Use the correct landing pages – If you are promoting a service or product that is not well represented on the home page do not use the home page, send them to an existing page that is relevant or set up a new landing page specifically for the marketing campaign that will mirror the information in the advert and feel familiar to the user. Although people are used to clicking through websites if a person struggles to find the link they are looking for it will affect their potential to convert and increase frustration.
• Calls to Action – It can be inexpensive to add certain links and calls to action but the more design and the easier you make it for the user to enquire or buy the better. People are used to certain buttons and calls to action so use them.
• Content – Your content should be full and up to date, it should reflect the advert but give more information where required.
• Design – This is not always going to be in everyone’s budget but some simple design tweaks or considerations can make a big difference to your conversion rates.

Marketing is only one side of a campaign it is a waste of marketing budget if your website will not convert and you will not get a good enough ROI.

Digital Agencies and companies need to start investing in their writers as author reputation and authorrank becomes and important factor in search marketing and SEO.

No matter what SEO practices you use, trust has always been at the heart of SEO – or at least imitating trust. Google spiders can only do so much in determining ranking factors that emulate trust. It used to be links (recommendations or votes from other websites to your website), unique content (because no one trusts a cheater or copier) at the end of the day Google is just looking for trustworthy ways to rank sites that people will like.

Of course long term improving your website and business, providing great linkable content for your customers will eventually get you results but SEO quick fixes means Google has cracked down on some of the factors they used to rank sites, not completely but the more SEO’s have manipulated these methods then the bigger the adjustment to the algorithms. You can see examples of this from the recent Penguin updates and crack downs on poor quality exact match domains.

AuthorRank

A great way for Google to measure trust is through real people, therefore AuthorRank looks set to have a big impact on SEO in the coming months. Author Rank identifies the authors of certain blog posts and articles and their engagement through shares, links and other social endorsements. There has been some controversy over the impact social media and social engagement has on search but AuthorRank seems to have some weight in the search engines and the impact it has seems to be connected to social media shares, bookmarks and engagements to some extent.

AuthorRank means that Google can attribute content to a real person who has gained trust, to create a fake social account and author that regularly engages with people would be costly so from Google’s point of view there is a lot of trust in individual authors. This trust can be attributed to guest posts and posts on company websites helping to build up the trust of the website through the authors own reputation.

Time to invest in your writers

It is no longer enough to just spin content, but you need to engage with your audience, you write a piece that grabs people’s attention and is shared building your own reputation, personal brand or that of your writers.

It is now very important to support your writers posts and encourage them to write good content, invest in good posts and research that will be shared and build their reputation as well as your website.

AuthorRank is identified by using rich snippets and markup you will also link your website to Google plus accounts (yes that means if you haven’t got one or been making use of it you really should). Google has been sending messages out to Google accounts letting them know they have been recognised as an author and more and more authors are being pulled into the search engines. This trust of a Google plus profile, good content and correct coding is turning into a significant ranking factor in search engines.

You can see here my own authors profile picture is being pulled into the search engines;

Who Owns the Content if your Authors leave?

So you have invested time in your writers, your authors have fantastic profiles, can write great content are trained up to write engaging SEO friendly content and their posts are helping you do well in the search engines, but what happens if they leave?

All companies take on and lose employees, in an ideal world the investment you put into these individuals should mean they are loyal to you, but in reality building their reputation will probably make them more appealing to other companies and more likely to be scouted, so what happens to that content if they leave?

I am of the opinion that if an employee works on the company blog in company time then that content belongs to the company, it would not do anyone any favours to start removing content. However, the company should not then remove the author tag or replace with another employees name or author profile as this content will be contributing to the individuals online footprint and reputation.

I can see a future where AuthorRank is important many legal and HR issues coming up as staff join and leave companies, I personally believe once content is published it should stay where it is and if the author leaves then it will just become part of a breadcrumb trail of the individuals career. I am unsure how this will affect rankings as a prolific author with a good reputation leaves a company and may see battles over recruitment and retention.

I am interested to see how this pans out, but also if anyone else has any experience or opinions already please comment.

As a digital agency we find it very important to not just work on campaigns that will help your SEO but will help you build a brand, connect with customers, and convert into shares and sales.

I keep finding websites that are just using spun content, this is obviously only done for SEO purposes and is very frustrating for users. If you value your business and online marketing then, please, stop spinning content.

Content Marketing and SEO

SEO and online marketing has been content centric for a few years now and as Google improves its algorithms it is more and more important to write engaging content. When SEO’s first realised unique updated content played a part in Google’s ranking factors we saw hundreds and thousands of website owners re writing content or ‘spinning’ content so it was unique.

This ‘spun’ content was unique but not really very good and definitely not engaging enough to convert website users. Today online marketing needs to incorporate good search engine results with conversions, shareable content and if possible, virality.

This content used to work, and in some verticals it still does work but are you sacrificing your website and letting your site down when the resources spent ‘spinning’ 2 or 3 articles a day could be spent doing a really good quality piece every other day?

Google favours sites that are up to date and if you can add unique content regularly then they will keep coming back, but times they are a changing! Google is finding ways to understand content and when you used to have to call a spade a spade and mention your SEO keywords a number of times to be relevant now they understand synonyms so you don’t have to patronise your readers but can spend more time on good relevant content that will convert and will be shared.

Engage your audience with a good content strategy

A good content marketing strategy will include relevant topics that your target audience are interested in, it will be up to date where possible, or it may be timeless tips or how to’s. With social media more people are reading content and sharing, they will not share obvious spun content in fact will probably stop reading quickly and leave your website.

Spun content often follows a format such as being between 250 – 350 words, it often isn’t split into headings and is rarely laid out with any images or thought. You will see some internal linking as these are good for SEO and spun content is only about SEO. I do feel that spun content is coming to the end of its reign and already sites using this as a content strategy are being left behind.

Spun content has its place but if you value your business and the longevity of your website then it is much better to write engaging content than just regurgitating someone else’s article that you found in Google news.

In light of Lord McAlpine’s threats to sue 10,000 Twitter users and reports that 1 in 3 adults have been subjected to online bullying isn’t it time we put our brains in front of our keyboards and think before we tweet?

I remember being told ‘if you have nothing nice to say don’t say anything at all’ then we invented the internet and it seems that rule went out of the window as people become keyboard warriors. Opinions that may have been spoken in private hurting no one are now public and can be subjected to legal action if it is deemed to be bullying or liable.

Social Media

Social Media is a fantastic tool and if used effectively is one of the best ways of commuication, promotion, learning and development as well as being way ahead of print media in terms of current affairs and news.

The problem is everyone has an opinion and voice and it is easy to forget that when you tweet or publish a comment on social media that you could be upsetting or damaging the reputation of the subject. If such and such from I’m a celebrity was sitting in front of you, I doubt you would tell them they are useless or say something offensive and even threatening, yet thousands of people tweet and comment on a regular basis posts that could be interpreted as abusive, bullying or liable yet is spoken in private may just be a bit of a laugh or joke.

Online Bullying

Stats show that 1 in 3 adults online have been subjected to online bullying, an increase since last year which was 1 in 4. I would once have found this hard to believe but recently have seen for myself online bullying to others and myself. Most online bullying towards adults is people in the media and teachers who are being bullied online by parents and students. These stats are horrible and the more I am made aware of this the more I can see how  ‘funny’ comments can go too far or be interpreted in the wrong way.

The viral nature of social media means that many comments that are funny, but also derogatory or abusive can be shared and spread far and wide which can be particularly upsetting and damaging.

Twitter and Liable

An example of how a tweet or comment can spread further than rumour is Lord McAlpines highlighted case where he is reportedly suing 10,000 tweeters for deformation of character (£5 per tweeter to go to charity) after he was wrongly accused on Twitter of child abuse; the allegation was spread and re tweeted causing great personal damage to his character.

Many people are criticising the way that Lord McAlpine is handling this but it has highlighted the need for people to think before they tweet or pass on comments without fact or substance especially about a persons character or integrity. £5 is not a huge amount but not only does it hold Tweeters accountable for their actions but it highlights his innocence which may have otherwise been swept under the carpet leaving his reputation damaged permanently.

Have you been subected to online bullying? Do you agree with Lord McAlpines methods? Feel free to comment- although no abusive comments please lets start thinking before we type

With Christmas only 70 days away it is time to start thinking about your Christmas promotions and if you want to reward all your ‘nice’ clients with a Christmas eCard?

Christmas is a time for giving and every year we get inundated with requests for professional Christmas eCards to send to corporate clients or give a professional perception to eCommerce clients. This year we have decided to get ahead of the game and do our own offers for animated Christmas eCards.

Animated Christmas eCards

If you want to take the stress out of getting a professional Christmas ecard to send to your existing data base then have a look at our pre existing ecards, these are already made and all you need to do is pick from one of eight designed Christmas eCards then choose one of two HTML ecards, put in your messages and logo (if appropriate) and order, you can get all this plus we will check and send them to your database of up to 500 addresses for only £250!

This is a bargain to get a well designed animated ecard to wish your clients a Merry Christmas, share offers or just stay front of mind before January budgets are set.

With just the click of a button you can choose and eCard, HTML email, number of recipients, and any reporting preferences quickly and easily.

Bespoke Christmas eCards and animated games

If you want something a bit different we can create a great new eCard specifically for your company and brand, our in house designers can work with you to create the ideal animated ecard to get the message across that you want to promote.

Interactive games are a big favourite in the wind down before Christmas, don’t tell the boss, but before Christmas we found the uptake of quirky interactive games is very high and these games are much more popular at Christmas than in any other season. Interactive games can be a simple puzzle to a more complicated game that is addictive and gets people excited to play, you may want to make this game more interesting with prizes or a leader board.

If you want a bespoke ecard or interactive game then feel free to get in touch.

Marketing strategies should tie in with your SEO

SEO is changing and as part of this we feel that SEO strategies are going to be less about the creation of regular links on a month by month basis but big campaign boosts using links and good content to promote offers and promotions etc. These campaigns won’t give you those lovely link graphs showing natural growth but you will get genuine links supported with strategic link building and these spikes in links will be more genuine as the content on your site or the promotion will tie up with the increase of links.

A good marketing strategy takes time to plan and implement and as with all things SEO things don’t happen overnight so we always recommend giving yourself plenty of time when starting a campaign.

Christmas is one of the most popular times of year for anyone selling a product so you should really be thinking about any offers you are doing for Christmas, how you are going to market your products, which online marketing methods you are going to use and if these are going to be supported with any offline marketing.

Communication between client and SEO is key to creating a good online marketing campaign.

SEO Keywords and compelling content

Keyword selection

Choosing your keywords for your Christmas campaign is very important at this stage in planning your marketing. You nee
d to look at keywords that will appeal to your target audience or drive converting traffic to your website and products.

Try to ignore industry jargon and look at the keywords that your customers use, try to choose keywords that are not unachievable or too generic to convert, such as ‘Christmas’, Christmas is far too generic for most sites to use as it will encompass searches from people wanting to know about the Christmas story, Christmas decorations, Christmas presents, Christmas traditions and much more. If you are selling Christmas decorations, look at variations of this, such as red christmas decorations, cheap christmas decorations. More generic keywords will get the traffic but the results are competitive and may not be worth the investment unless your website can convert. Specific keywords will have a much higher conversion rate and be easier to get better results for, remember 3 months is not long in terms of getting SEO results (unless you have been putting the ground work in every year).

Not every business will be promoting Christmas items at Christmas, but your products may be sought after at Christmas, do you sell gifts, or toys? Home improvements usually see a boost as people get there house ready for increased visitors, electrical appliances usually see a surge in sales around Christmas. If this is what you need to promote then you need to look at ways to set yourself apart, using keywords such as cheap, exclusive, designer, can create more specific long tail variations and qualify the traffic as you get it to land on specific pages increasing conversions.

Content Creation

At Christmas your content needs to be more focused around what your visitors are looking for, what is there frame of mind like at this time? Looking at the psychology of your target audiences can help you make the buying process easier for them. Are they looking for something cheap (i.e did they land on your page using the qualifying keyword ‘cheap) if so they may want to see the price first and perhaps a discount you may want examples of how you have the cheapest price for this product, if you offer free delivery this may be an important factor. If the qualifying keyword was bespoke, or designer, you may want to add reviews and make details more obvious, make it exclusive all these are ways in which you can use what you already have to appeal to the visitor and encourage them to buy.

The time of year people are buying can also make a difference to how they will receive your content and Christmas is a prime occasion to get your content working for you. People are often in a rush to buy things around Christmas time so make sure all the important information they need to make a sales decision is evident. Display it nicely and include your USP’s and any testimonials so people know their budget is in safe hands and you will actually deliver.

Landing Pages

Landing pages are often a key element in your SEO campaign, once you have the right keywords make sure you optimise the landing pages to be relevant for this, your content should be optimised for search engines as well as conversions and to compliment this you can do some link building to help reinforce the relevance.

Designing your landing pages is also an important part of a SEO campaign, the design should incorporate your best selling features and you should have good clear, appealing images selling the product. If you are selling a service then compliment the page and break it up with headings and images. For Christmas campaigns you can use temporary design templates that may promote special offers, or just give you pages and website that chrismassy feel.

Don’t rely on SEO

Recent algorithm changes have seen companies go bust because their entire business model was based on SEO, this means that if for any reason your SEO falls short then your business crumbles. You never know what changes Google will throw into the mix and quite often well deserving websites are not getting the positions they deserve. Although if you stick by Google guidelines and focus on good content you should be safe it is never a good idea to just have one source of new business.

Online Marketing supports SEO

The way that SEO is changing means that building your online presence through other forms of online marketing will contribute to your SEO, look at other ways you can market yourself on the search engines, like Google shopping, Google images etc. Have you tried social media? Using social media can send valuable traffic to your website this additional exposure and loyalty can increase your number of links and bookmarks as well as converting directly to sales. Get a double placement in the search engines with a more targeted PPC ad, this gives you more control over the ads to sell your usp’s and get higher click through rates.

Reward Loyal Customers

It takes a lot more time and resources marketing yourself to a new customer, but your exisiting customers or loyal social media followers already trust you, they know you can deliver and therefore are a much easier sell. They can also recommend you to a friend, use your database of customers and fans to sell discounts codes, refer a friend offers, freebies and competitions. At Christmas everyone wants a discount so why not wish your customers a Merry Christmas with Christmas eCard or a email newsletter with a special offer or dicsount code.

Don’t forget Offline Marketing

As an online marketing company you may be surprised to know we love offline marketing! If you have a small budget then you can get excellent return on investment from online marketing, however if you have the budget for print ads, radio ads, or even TV; then this can by coupled with an online marketing campaign to get excellent results and result in a lot of inbound links and brand exposure.

A few months ago we wrote a post asking if Social Media was killing email marketing , the answer in summary was no, email marketing is a long way from being phased out of a marketing strategy.

Using Email to support your Social Media

Last year email services grew by 15.5% in the UK (according to Econsultancy report released earlier this year), this growth has been consistent over the past decade. Statistics have shown that if a company responds and shares on social sites this will give out a positive impression on their customers or potential customers. This will also give them a positive effect using email as it reinforces the message. If someone has previously interacted with your company or brand using social media then they are more likely to interact with your email newsletter or eshot.

If you are unsure on how to use your social media and email marketing together then start slowly, add your social media pages to your eshots or ecards, and post your emails using social media so new followers can see your emails as well as the email recipients. This way of sharing the content in your eshots means you can gain the attention of new people who are not in your database.

If people like your social media presence the additional information about you in your email newsletter will be well received. If you are a bit more confident with social media you can encourage newsletter sign ups with your social media. Using social media to get people to sign up to your email newsletters you can offer loyalty rewards such as discount codes or giveaways this will encourage them to stay subscribed and sign up in the fist place, all good ways of encouraging sign ups.

Facebook does not permit you to notify winners of competitions publicly on Facebook so social media veterans can create a Facebook app to run a competition where you need to add your email address to be entered into a competition. This is a great way of getting new email addresses on your database.

The companies that do best with both social media and email marketing use a combination of them both and think of new and innovative ways to share content, build the brand and increase sales.

Being more innovative with both your social media and email marketing will get you better results, it takes a lot more resources to get new clients and market to new business but rewarding loyalty to existing followers and customers will give you a much better response rate.