Categories
Marketing

Voice Search is the New Organic Search

How to optimize voice search SEO

In the fast-changing world of search marketing, technology search engines have drastically improved its interpretation and serve results activated via voice and it’s becoming an important piece of a search marketing strategy. According to SEO Tribunal, it’s predicted by 2020 50% of all searched will be voice searches. So as it continues to grow, brands need to know how to implement a strategy that focuses on optimizing voice search.

 

What is voice search?

Voice search uses speech recognition technology to enable human speech into text. It analyzes the text to detect questions comments while connecting to external data sources such as search engines to find the relevant information. As a result, it translates that information into a list of results and fulfills the user’s intent.

 

What does this mean for marketers?

 

Use natural language.

When determining target keywords and content, keep in mind the conversational nature of voice searches. Voice-activated searches can be longer than 10 words so it matches with consumer searches more, and increases your rank. You need to be aware of how your audience speaks about your business, products, and services.

Incorporate Q&A.

Voice searches are more often in the form of a question, so it’s important to look at keywords in questions form as a part of your content strategy. Develop questions that searches may ask and make sure you have content that answers those questions.

Consider local.

Twenty-two percent of voice queries are for local content. Since users have local intent when searching on their mobile phones, you need to incorporate effective keywords. Research the phrases people use to describe the community around your location, landmarks around your business location, and titles of local institutions that are relevant to your business.

Use “near me” queries.

Eighty-eight percent of all “near me” searches are done on mobile. Incorporate “near me” in your title tags, meta descriptions, internal links, and anchor text to optimize local sources as mobile voice searches.

 

Categories
Business

Spectruss Accommodates Continued Growth with New Office Location

Watch Spectruss New Office Tour

 

CHATTANOOGA, TN – July 18th, 2018– Spectruss, a creative agency based out to Chattanooga, TN, is pleased to announce its new office location to a larger, more convenient space to accommodate continued business growth.

View the new office tour below.

The 3800 Saint Elmo Ave location, will continue to provide dedicated marketing services for its continually growing client-base and flourishing team of employees.

“We have distinguished ourselves by remaining committed to better serve our clients needs and producing a guaranteed return for their marketing investments. This is an exciting time for Spectruss and we are eager to utilize this easily-accessible location,” said Sam Silvey, President of Spectruss.

Spectruss has spent many years working with complex B2B markets, collecting, analyzing and executing based on real-time data. Its experience in the B2B realm has put their clients as #1 subscription box featured on the Today Show, #1 in Wired Magazine, and on some of the top brand influencers in the world.

Check out https://spectruss.com to see what the agency has done, what they are currently doing, and where they are heading.

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About Spectruss

Spectruss is a creative agency based out of Chattanooga, TN that specializes in Marketing Solutions utilizing custom website development, graphic design, photography, online and print advertising, social media management, review management and data analysis. Its mission is to exert passion through every project, design, or website development they touch.

 

Categories
Marketing

Why Experience-Driven Commerce Matters: 2018 Study

Using the 5 W’s to provide memorable experiences for shoppers

Global e-commerce sales are expected to eclipse $2.8 trillion. While this statistic confirms online shopping is on the rise worldwide, this growth is dependent upon a new finding from a recent Episerver report: Reimaging Commerce: Global Findings. Only 17% of people say shopping is their primary purpose when they visit a brand’s website for the first time. So, online shoppers log on to do more than purchase. The finding reveals a new modern definition of “commerce”, which no longer means making a purchase, but rather encompasses the entire journey from research to final sale. This suggests business should look beyond transactions and focus their efforts on other powerful engagement opportunities that are present throughout the entire online customer journey. Investing in all aspects of the online shopping experience and providing memorable experiences sets businesses up for long-term success.

 

Brands that focus on optimizing for experience over conversions win sales by knowing:

When a brand personalized experiences, a quarter of shoppers are more likely to purchase from the brand again, 20% are more loyal and 20% trust the brand more.

Fifty percent look at the product they came for first when visiting a brand’s website or mobile app. Consumers mirror in-store behaviors online and are loggings on to find information regarding deals, shipping information, payment options, returns, and more.

Businesses can identify future investments opportunities within their e-commerce experiences by determining where online shopping has disappointed consumers in the past.

 

The top 10 reasons for site abandonment:

1. Shipping was too expensive

2. Couldn’t find what they were looking for

3. Price concerns

4. Just browsing

5. Not enough info

6. Found a better product

7. Looking for store or brand info only

8. Shown irrelevant products/services

9. Checkout too long

10. Digital content wasn’t personalized

 

Most important content:

Product descriptions

Customer Reviews

Images of Products in Use

Company Information

Images of Products Not in Use

The increasing popularity of smartphone browsing indicates that brands must offer mobile-responsive websites and should start exploring location-based marketing strategies. Brands that can best satisfy shoppers’ diverse device desires position themselves to earn sales when shoppers are ready to purchase.

Adding new tech functions to activities like browsing and research can help shoppers see new technology as helpful partners along the path to purchase.

 

Categories
Business

Spectruss Launches Video Production Services with Recent Hire, Nick Friend

A Chattanooga-based marketing agency expands in-house services for clients

 

Chattanooga, TN – July 9th, 2018– Spectruss, a marketing agency based in the Chattanooga, TN area, is thrilled to introduce Nick Friend as the Director of Photo and Video Production for the agency’s growing client list. This new addition will expand Spectruss’s wide variety of offered marketing services. 

Nick Friend joins Spectruss with an extensive background in filmmaking from major sets like Terminator: Genisys and Planet of the Apes, and Jack Reacher, as well as TV shows like True Detective, VICE, and Togetherness. From pre-production all the way to final delivery, Friend is in charge of making sure that Spectruss’s vision, along with their clients, is realized through photography film, and videos.

“I’m most excited to be a part of a close-knit tribe of ambitious professionals. Having worked freelance for most of my career, I’ve found absolute value in the people with whom I work. I think that the people that we meet and the places we go inspire the stories that we tell. I truly believe that progress can be dangerous but comfort is always lethal, so I’m really excited to join a new team and contribute to new and challenging projects, ” said Friend.

The Tennessee-based filmmaker takes an organic, collaborative approach to content creation. Above all, he believes that story is king and with a good story, comes great content. Here is the link to his film reel, https://www.youtube.com/watch?v=fptkqqoekrM.

Prior to Spectruss, he specialized in original, thought-provoking films and videos for brand and companies across the country. Friend has a Bachelor’s degree focused in documentary film from the University of Tennessee at Chattanooga, with a minor in creative writing.

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ABOUT SPECTRUSS

Spectruss is a Marketing agency based out of Chattanooga, TN that specializes in Marketing Solutions utilizing custom website development, graphic design, photography, online and print advertising, social media management, review management and data analysis. Its mission is to exert passion through every project, design, or website development they touch.

For more information about Spectruss, its clients, and services, visit https://spectruss.com.

 

Categories
Marketing

What Converts Landing Pages?

Findings based on an analysis of 18,639 landing pages

 

Landing pages are an essential tool in helping inbound marketers generate more leads and convert them into prospects and customers. A landing page is a web page that allows you to capture a visitor’s information through a lead-capture form (ads, social media, email link, etc.). It’s an effective way to target your audience, offer them something of value and convert a higher percentage of your visitors into leads. While also capturing analytics on demographic information and what they’ve converted on. The value and relevance of this offer has a major impact on the conversion rate, so it’s important to know what makes up a high performing landing page. Recently, Unbounce conducted a study of 18,639 lead gen and click-through landing pages to discover proprietary findings of specific attributes related to conversions.

 

What makes up a high performing landing page?

 

1. One Call-to-Action (CTA)

Pages with one call-to-action, meaning there’s only one place to click on your landing page, has an average conversion rate of 13.50%. While landing pages with 5+ links have an average conversion rate of 10.50%. This confirms landing pages that focus a visitor’s attention on one main call-to-action(or link) are more likely to earn conversions.  CTAs are the most important element of a landing page, as it’s the best way to get users to take the action. They can use all different types of messaging to attract attention such as “Start a free trial”, “Contact us to learn more”, or “Get a free quote”.

2. Fast Page Speed

It’s mandatory for your landing page to load within a few seconds. Efficient and speedy landing pages are more likely to earn conversions. While landing pages with an image are more visually appealing, oversized images can cause the page to load slowly. This can lead to visitors bouncing and fewer conversions. In fact, 82% of landing pages have at least one image that needs compressing. Landing pages that have no images that require compressing have an average conversion rate of 11.40%.  Pages with over 1MB of potential image compression have an average conversion rate of 9.80%. For more suggestions on how to reduce your page loading time, visit Google PageSpeed Insights.

3. Social Proof

Social proof (like photos of customers, testimonials, social media posts) establishes trust and ultimately persuade visitors to convert.  Pages that have indications of social proof in the form of copy have an average conversion rate of 12.50%. In comparison to pages without that only convert at 11.40% on average.

4. Email Traffic

Marketers can drive traffic to a landing page from a variety of sources like social media, paid media, direct, etc. However, specifically, emails produced the highest average conversion rate at 13.0%. One survey shows that email marketing is 40 times more successful at acquiring new clients than Facebook or Twitter.

5. Mobile Responsiveness

As of the first quarter of 2018, 51.77% of global web traffic originated from mobile devices, meaning a mobile responsive landing page is guaranteed to boost conversions. Mobile responsive landing pages are pages that are designed to display on mobile devices with minimal resizing, panning and scrolling. It’s re-arranging the elements of the page to comfortably fit within the confines of a smaller screen. Landing pages with a mobile page have an average conversion rate of 11.70%, in comparison to those that don’t have a mobile page which converts on average at 10.70%.

6. Lower Word Count

It’s reported that 29.5% of landing pages have too much copy, with an average conversion rate of 11.10%. Landing pages that are word-count-conscious convert on average at 14.30%. The content on a landing page should briefly explain the value of offer clearly, simply, and in a compelling way.

 

Categories
Design

Here’s What You Need to Know about Typography

Top 10 Typography Trends You Don’t Want to Miss in 2018

 

Font vs. Typeface:

 

The choice you make for your brand’s font is an important one because the right one conveys so much about your brand. So, when choosing your font it’s a good idea to know what you’re actually looking for, which is typefaces. You may see the terms “font” and “typeface” used interchangeably, but they refer to separate facets of text display.

 

“A typeface is a set of one or more fonts each composed of glyphs that share common design features.”Like people, typefaces have personalities and moods. It’s the design we often call today “font” such as Arial, New York Times, or Courier. But the font incorporates the typeface plus the attributes, such as the style (bold, Italic, etc). No typeface is equally created, they come in all shapes and sizes, and each one has its own style and characteristic, just like your brand.

 

2017 top favorite fonts:

 

  1. Helvetica
  2. Arial
  3. Georgia
  4. Gotham
  5. Myriad Pro
  6. Corbel

2018 trends from Marketprofs:

 

  • Serifs will dominate
  • Retro Makes a comeback
  • Bigger is better
  • Cutouts and Overlays
  • Highlights and underline
  • Hand drawn letters
  • Gradients will take over
  • Custom fonts will emerge
  • Colorful fonts will be the new black
  • Transparency in typography

 

How to select the right font for your brand

 

1. Match font with your brand’s tone.

First,  select a font that matches your brand’s identity.

2. Use Hierarchy.

After selecting the fonts placement, rank each font by importance. It’s suggested to never use more than three fonts because it’s messy and inconsistent. 

3. Know the basics of primary font types.

Serif

A “serif” is a small line (sometimes called feet) at the end of each stroke in a letter or symbol. It’s often present in print (books, newspapers, etc.). Sans Serif fonts create a classical and elegant appeal and talks to older audiences.

Popular serif fonts: Times New Roman, Georgia.

Sans serif

Sans serif fonts don’t include lines or embellishments at the end of a stroke. It commonly appears on computer screens and smartphones. Therefore it’s appealing to the younger generation.

Popular sans serif fonts: Helvetica, Arial, Futura.

Script

A highly decorative and elegant font is known as script fonts, with plenty of embellishment and stroke flourishes, and the letters connect. It’s popular in the feminine market.

Popular script fonts: Lobster, Reklame Script.

Handwriting

A casual and personal approach is transpired from handwritten fonts. It’s preferred by businesses who want their brand image to be relatable and approachable.

Examples: Bradley hand, Kristen, and MV Boli.

4. Master mixing fonts.

Try to select versatile typefaces which change smoothly yet noticeably to differentiate between functions within your design.

5. Preview overall design.

See how the font looks within the overall design. The goal is to remain consistent with the template. 

 

Comment your favorite fonts!

 

Categories
Marketing

Why Use Video Marketing?

Video marketing is here, and it’s here to stay

Today, video marketing usage is rising rapidly among brands and marketers. Having a strong video marketing strategy plays a crucial role in the success of your outreach and branding efforts. It’s one of the most effective ways to thrive in your industry and attract more clients. This is mainly because it’s the fastest and easiest way to learn and retain information. Hubspot recently reported that 99% of those who already do use video, say they’ll continue to do so in 2018 and 65% of those who don’t currently use video, say they plan to start in 2018. What does this mean? That video is here to stay.  Think about this: A Facebook executive predicted that the platform will be ALL video in less than five years, and we already see that coming true. 

Other reasons why marketers rely on video:

  • 97% of marketers say video has helped increase user understanding of their product or service.
  • 95% of people have watched an explainer video to learn more about a product or service.
  • 76% of businesses say it helped them increase traffic.
  • 83% of consumers would consider sharing it with their friends.
  • 80% of marketers say video has increased dwell time on their website.
  • 85% of people say they’d like to see more video from brands in 2018.

How to use it to your advantage:

Live Video/ Live Streaming

  • 82% of consumers prefer live video from a brand instead of social posts.

Live videos give a unique perspective on the behind-the-scenes of our company. Here you can live stream interviews, internal and external events, Q&As, presentations, and encourage engagement with viewers by commenting with questions.

Video Tutorials/ Demo

  • 91% of customers have watched a tutorial video to learn about a product or service.
  • 79% of customers would rather watch an explainer video to learn about a product than read text.

Showcase how your product or service works. Here you can take someone who is unfamiliar with your products and walk them through how it works to allow prospects to fully grasp its value and potential.

Brand Video

  • 81% of people have been convinced to buy a product or service by watching a brand’s video.

A solid brand video is the best way to increase relatability and trust by showcasing your company’s vision, mission, value, or products and services. You can even display your employee’s individual passions to allow viewers to connect. The ultimate goal is to build awareness around your company and attract your target audience.  Check out the Spectruss video.

Case Study and Customer Testimonial Videos

  • The top three most effective video types are product demo videos (49%), tutorial videos (50%), and customer testimonial videos (51%). (Forbes)

One of the most effective ways to build trust is by showcasing your happy and loyal customers. Describe the challenges and how your company helped them meet their goals.

Expert Interviews

  • 94% of marketers who use influencer marketing find it an effective practice, and can generate up to 11x the ROI of traditional advertising.

Find the influencers or thought leaders in your industry and conduct short interviews on camera. This is a great way to build credibility and establish authority with your target audience.

360-Degree/ VR Video

  • 90% of Americans believe that content will be better in 360-degree video than in a traditional one.
  • 59% of businesses that used VR video for marketing purposes said that is was an effective marketing tool.

Virtual reality allows viewers to navigate and control their experience. Brands should consider leveraging virtual reality at conferences and industry tradeshows.

When creating your video, think about these questions:

  1. Who’s your target audience?
  2. What’s the goal?
  3. When and where to share your videos?
  4. What’s the budget?
  5. Are there additional creative requirements?
  6. Who will be featured?
  7. How long should it be?
  8. Is it a series of videos?
Categories
Design

Q & A: Justin Aragon, Creative Director at Spectruss

Ten questions with Justin Aragon, Creative Director here at Spectruss

 

Tell us how your background in architecture has shaped your career?

“Architecture is built for permanence. My architectural training and knowledge of the classics have helped me identify and incorporate the qualities of timeless design to every project. Staying relevant over time is very important to me.”

How does working at Spectruss excite you?

“Working with an enthusiastic team, great clients, unique projects and leading the creative side of the business excites me every morning!”

In your opinion, what differentiates Spectruss?

“People usually come up to me and say… “I can tell when you guys did it.” We’ve built a more modern identity that separates us from others.”  

Describe your creative process.

“Developing a strong concept and letting that blossom effortlessly.”

During the creative process, what should others keep in mind?

“Step 1: Question everything. Step 2: Have an answer. Step 3: Slay.”

What does strategic design mean to you?

“Flawlessness. In reference to the previous question: If you have an answer or a reason for every design decision then you’ve developed a superb strategy!”

Can you give us a tip for success?

“Show… Don’t Tell.”

Do you have any inspirations?

“Less is More – Mies Van Der Rohe”

Are you seeing any trends?

“I only like trends that have an ability to become a classic. But I always feel like the trendy thing to do is to not be trendy.”

Any advice?

“Give white space a chance!”

 

 

Categories
Marketing

Content Marketing: 10 Editing Tips

A few tips to better your editing skills

 

As the content manager, editing is an integral part of my job and is expected to meet high standards. At first, this role was intimidating because I know everyone makes mistakes. After editing hundreds of pieces and learning from past mistakes, my fear turned into confidence. Within this process, I discovered ten editing tips below from hard-learned lessons that can improve your editing skills.

1. Start with technical errors

Here is where you extensively check for spelling and grammar. I recommend using grammar-checking apps like Grammarly.

2. Pick up some of the proofreading tricks below:

 

Switch up the time and setting you’re reading in

Isolate each sentence

Have someone else read it

Read out loud

Change up font type, size, or color

Point at the screen as you read

3. Check consistency

Overall, your content messaging should be consistent throughout your piece. Read through your content and eliminate any unnecessary words that don’t make sense. Sometimes these words are used to express a thought or used repeatedly.

4. Have style manual handy

Having your preferred style manual by your side is extremely helpful during uncertainty.  I personally use the Associated Press Stylebook as a reference guide.

5. Double check EVERY name, link, fact, stat, etc.

You never want to misspell someone’s name, especially a client’s name. Incorrect information can be misleading and audiences will question your credibility. The only way to uncover these preventable mistakes is to question and check everything.  

6. Look for passive voice

This is commonly known as a bad writing habit. You always want to try writing in active voice. Eliminate passive voice by making the subject do the action. For example, “Tickets may be purchased at the gate.” is passive. To be active, say, “Purchase tickets at the door.”

7. Cut down the number of words, but not ideas

Check to see if you’re using words exactly the way you intended. Start cutting down words with adjectives, adverbs, and prepositions.

8. Keep a list of past mistakes

A list of your editing mistakes isn’t there to remind you of failure. It’s there to remind you not to make those same mistakes again.  A successful writer can identify their editing weaknesses, and having this list in front of you can help reinforce them.

9. Use Command + F (Mac) or Control + F (PC)

This simple feature can save you from making a mistake at the hit of a button. All you do is press Command or Control + F, type in your problem word or phrase,  let your browser take you to the word in your piece, and swap it out with the correct one.

10. Finish where you started

Check spelling, grammar, and confirm names one last time before publishing. And again. And again.

What are your favorite editing tips? Share them in the comments section below.

 

Categories
Business

Spectruss Welcomes New Team Member and Promotes Social Media Coordinator

Spectruss, a creative agency, continues to grow 

 

Chattanooga, TN – May 22nd, 2018– Spectruss, a creative agency based out to Chattanooga, TN, is excited to announce its recent hiring of Erin Taylor as the Client Relations and Content Manager while promoting Annie Tarver to Marketing Strategist.  

 

Erin Taylor comes to Spectruss with more than four years of creative writing and client relationship-building experience. After graduating from The University of South Carolina in 2017 with a Bachelor’s degree in Public Relations, Taylor transitioned into the agency environment to enhance her client’s brand image and reputation through her communication skills. Taylor will provide content for Spectruss and its clients, including articles, social media posts, press releases, and any other copy associated with the agency. Other tasks include in-depth market research, review analytical data, collaboration with the creative team, and building and maintaining positive relationships with Spectruss clients.

 

Annie Tarver, who was recently the social media coordinator, attained Hubspot certifications for Spectruss, as well as a Google Partnership. Tarver researches data and trends within the marketplace to coordinate a precise marketing plan while specializing in Google Adwords and Analytics for Spectruss Clients. Tarver is an experienced social media coordinator with a demonstrated history of working in the internet industry. She is skilled in Google Adwords, SEO, Online Advertising, Microsoft Excel, and Customer Service. Tarver has a strong media and communications professional presence with a Bachelor’s degree focused in Business Marketing from The University of Tennessee at Chattanooga.

 

For more information about Spectruss, its clients, and services, visit https://spectruss.com.

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About Spectruss

Spectruss is a creative agency based out of Chattanooga, TN that specializes in Marketing Solutions utilizing custom website development, graphic design, photography, online and print advertising, social media management, review management and data analysis. Its mission is to exert passion through every project, design, or website development they touch.

 

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