Business eCommerce Marketing

Marketing in the Covid-19 Age

To say that 2020 is a unique time for businesses around the world is an understatement. There is no playbook for a health crisis such as COVID-19. This global pandemic has significantly altered consumer behavior and attitudes, ultimately changing the way people interact with your brand, find your site, and access your products. The ever-changing cultural window of COVID-19 is requiring brands to create at significant speeds just to keep their content relevant to the consumer.

Challenging times like these require marketers to be extremely nimble and develop an actionable plan to optimize business performance. This is where smaller, more agile agencies such as Spectruss have the upper hand. At Spectruss, we have the ability to quickly pivot in our marketing strategies to help businesses adapt in changing circumstances. By closely monitoring data, our team can test, learn, and adjust in real time to ensure your brand messaging remains relevant and your advertising efforts are correctly allocated.

As a marketing agency who has worked closely with brands during this time, we have found that businesses who quickly adapt their messaging, digital, and e-commerce strategies set themselves up for success. During this time of social distancing, our team implemented new digital solutions for our clients, allowing them to continue to serve their targeted audience in a unique way.

Social Media Campaigns

With the stay at home order sweeping the nation, cosmetic surgeons and medical spas were drastically affected, as they rely on face-to-face consultations with patients. For one of our clients, Refine Aesthetic Studio, we launched a social media campaign that offered virtual consultations for their clients. Utilizing digital technology gave the studio the ability to continue to help their patients, even with their office doors temporarily closed.


As consumers stay home and shift their shopping habits towards online, it was imperative to quickly provide an e-commerce solution for our client, The Furniture Shoppe, a high-end furniture store in the Chattanooga area. Our team took immediate action towards building a beautiful, functional e-commerce website which significantly increased the store’s online presence. This not only gave our client a solution to continue sales during the lockdown, but also created a platform that would maximize their revenue intake for years to come.

During this constantly evolving time of consumer behavior, it is imperative for businesses to quickly adapt. While we all hope that things go back to “normal” soon, companies must be prepared for the lasting impact on the consumer landscape. Brand messaging, digital, and product strategy may need to significantly evolve in the post-COVID-19 age.

Business eCommerce Marketing

Why Web Analytics are Crucial for a Successful Business (Video)

A strong online presence is crucial for the growth and success of your business. So how do you ensure your website is performing at its best and you are getting the best possible ROI on your digital marketing efforts? It all starts with web analytics.

Tune in to the video below as CEO of Spectruss, Sam Silvey, discusses the importance of website analytics, the key data to focus on, and how you can use it to prove a return on investment for your business.

The Best Platforms to Use

Over 55% of the top 10,000 websites in the world use Google Analytics, making it the most highly recommended data measurement platform for businesses today. Not only is Google Analytics free to use, but it also gives your company the ability to analyze in-depth details about the visitors on your website.

In addition to Google Analytics, HubSpot is another extremely useful analytics tool that manages tracking codes to collect important website user data. By bringing all your Google Analytics and HubSpot data together, you can analyze and report across the entire customer journey, ultimately allowing you to devise a successful strategy for your business.

Know the goal for your website

As mentioned in the video, the goal for your company website is to direct traffic towards your call-to-action, whether that be filling out a contact form, buying a product, or clicking a phone number. Once you have a clear call-to-action for your website, your company can then move towards maximizing conversions.

After you have identified your call-to-action for your website, you must then discern how much that conversion is worth to your company. Known as a conversion value, assigning a numerical value to specific conversions is crucial for determining their impact on your business. This gives you the clarity to optimize and make decisions based on real ROI data.

Understand your website traffic

Monitoring the traffic to and on your website helps your business better understand your online visitors, potential customers, and interactions with your site. Google Analytics is a great platform for tracking this important data, giving your business the ability to pinpoint exactly how your website is performing, and in what areas it can be improved.

In order to make your website more successful, you must first analyze how traffic navigates on your website. Tracking data from product purchases, abandoned shopping carts, bounce rates, page clicks, and session duration gives your company a clear picture of where the drop off is on your site, what content your potential customers are looking for, and where you want to spend your ad budget to drive more traffic.

Collect data from mobile, tablet and desktop

With content consumption drastically increasing on mobile phones, it’s more important than ever to ensure that your website is optimized on all devices. In fact, we are now seeing up to a 60% conversion rate take place on mobile phones. Comparing conversion data from mobile, tablet, and desktop versions is extremely important for reviewing inbound traffic and identifying the success or failure of how your website is performing across all devices.

Manage advertising spend to identify what converts best

Now that you have been collecting and analyzing data, it’s time to start advertising to drive more traffic to your website. Return on ad spend (ROAS) is one of the most important metrics for digital advertising. Essentially, ROAS answers the fundamental marketing question, “If I put X amount of money in a marketing channel, what will I get back in return?” Using the website analytics collected from your digital ads helps you to know if your ad budget is actually providing a return on investment.

If you’d like to learn more about how to make your website perform the best it can and really prove a return on investment, give us shout! We’d love to talk with you.

Business eCommerce

What E-commerce Platform is Best for Your Business? (Video)

In this new digital age, many companies are shifting their focus towards selling products online. In order to maximize your online success, choosing the right e-commerce platform for your business is one of the most important decisions you will make.

Watch in the video below as Sam Silvey, founder and CEO of Spectruss, discusses the best solutions for building your e-commerce business.

As Sam described, there are many ways to move your business online. With so many e-commerce platforms available in today’s market, choosing the right one for your business can be challenging.

Our Experts at Spectruss Recommend:

As mentioned in the video, WooCommerce uniquely offers the capability to build on top of WordPress – which accounts for 60% of all content management systems. WooCommerce offers complete website control, source code ownership, and customization options that other platforms simply do not have. With over 3.8 million companies using the WooCommerce platform, it’s clear that this is the preferred choice.

For companies looking for a more affordable option with less barrier to entry, Shopify is the recommended platform. Shopify boasts over 500,000 active online stores, accounting for over 20% of all e-commerce websites. In addition, our experts at Spectruss can launch new websites using this platform in as little as 72 hrs (with rush delivery request). However, businesses using Shopify are limited to the platform’s themes, plugins, credit card processing system, and hosting fees. Despite the limitations, this platform remains a good option for budget-friendly businesses looking to launch a store quickly.

Platforms such as SquareSpace and Wix are advertised as cheaper options, but these platforms are limited in their functionality. For example, Wix promotes itself as a free, self-build website platform – but we advise caution. The fees to unlock “premium features” that come standard on professional platforms can be significant. In addition, lower visibility and website traffic due to subpar design may cost thousands in lost revenue. According to our CEO and founder of Spectruss, “I would personally not invest in Wix or SquareSpace”.

While some may choose to cut corners with self-build websites, smaller platforms, and less secure software, this approach can create problems in the long run. Building an online presence that maximizes your ability to reach customers, grow your business, and offer a seamless user experience is critical for a return on investment and long-term success .

In short, if you are looking to start a new e-commerce site, or looking to update an existing site, Spectruss suggests building with WooCommerce or Shopify. If you need help designing and developing your e-commerce site, our experts at Spectruss are ready to help. Give us a shout at 423-800-8633 or send us an email at [email protected] to schedule a free consultation.

Business Digital Marketing

Showcase Your Business Online

Yes, we are open and we are here for your business during this difficult and uncertain time. Our heart goes out to all of the doctors and nurses working tirelessly to fight this virus, the grocery store clerks and truck drivers working overtime to keep our shelves stocked, and the many businesses who have closed their doors in an effort to stop the spread of COVID-19.

We believe your company can continue to prosper and your mission advance amidst this virus pandemic. During this time of social distancing, it is imperative that businesses adapt to serving their valued customers with digital options.

Now is the time to showcase your business online.

And we are here to help you do it.

If you don’t currently sell online, it’s time to start now. We can promote your products online with our flexible e-commerce platforms, giving you the ability to sell 24/7. Whether your business would benefit from platforms such as Shopify, WooCommerce, or Facebook Marketplace, our experienced team can provide you with online selling options that will continue sales and serve your valued customers from the comfort of their home.

During this current situation, we have seen a significant rise in digital advertising to drive sales online. If your business already sells online, it is more important than ever to implement advertising strategies that will increase your online visibility and drive traffic to your e-commerce website.

Whether your business needs an e-commerce website, digital advertising management, or council on next steps to take, our dedicated team of experts is here for you. Schedule a free consultation with us today!

Click HERE to get started!

Business Marketing

5 Tips for a Successful Black Friday

The holiday season is here and businesses everywhere are gearing up for the busiest shopping day of the year- Black Friday. Over 74 million Americans shop on Black Friday (if they were to form a country, it would be the 20th most populous on Earth!) Is your business ready?!

With so many stores offering huge deals on Black Friday, it can be difficult to stand out against all the noise. However, incorporating a few simple strategies can help your business provide an excellent Black Friday experience and leave a lasting impression on your customers.

Staff well

The crowds….the lines. We all know what this national shopping day is like. Make sure you have plenty of staff to get your customers through the checkout lines quickly. If your store is understaffed, it will be a very long and frustrating day. Black Friday shoppers are expecting lines, but your store can offer a refreshing experience by being extra organized and efficient.

Make it fun

Black Friday is a long and busy day for your staff, so make it fun by bringing in lots of snacks and goodies for the break room. You can even offer contests and prizes for meeting goals at the end of the day. Making it fun for your employees will help to create a positive atmosphere which will translate to a great customer experience with your store.

Keep your store looking extra special

According to a recent study, foot traffic to big box stores is expected to increase by 34% this year. Many small and medium retailers located near these stores could expect a spike in traffic as well. It is important for your businesses to prepare for this additional traffic by making sure your store looks in tip-top shape. Bringing out your latest merchandise, sprucing up your window displays and keeping things in order throughout the big day will be sure to leave a great impression on your customers.

Don’t try to compete with the big box stores

Let’s face it, the retail giants will always be able to offer bigger and better deals on Black Friday. Trying to compete with the big stores will only hurt your business by eating up all your margins. Instead, your business needs to focus on what those box stores can’t offer- a personal experience. As a smaller business, putting community and family values first is essential for generating loyal customer relationships. So, don’t bother opening on Thanksgiving because your customers will appreciate your businesses more for staying closed on the holiday.

Offer coupons with future dates

With the influx of traffic to your store on Black Friday, it is important to implement a strategy to encourage those shoppers to keep coming back. A great way to do this is by handing out coupons to customers at checkout. Be sure that those coupons are dated for a week or two in the future. This will bring shoppers back to your store during a less rushed time and could lead to long-term customer relationships.

Business Digital Marketing

5 Quick Tips for Mobile-Friendly Email Campaigns

If your emails aren’t mobile-friendly, you could be missing out on a huge opportunity to engage your subscribers and drive conversions. A recent study shows that 67% of all emails are now opened on mobile devices. In order to grab the attention of the modern day consumer, it is imperative to tailor your emails for smaller screens and scrolling fingers. Check out these key tips to ensure your emails are optimized for mobile viewers.

1. Short Subject Lines

47% of email recipients decide whether to open an email based on the subject line alone. If the subject is too long, it can get cut off on a mobile screen and disrupt the opportunity to connect with your reader. A mobile device only shows 25-30 characters of an email subject line, so it is imperative to be concise with your wording.

2. Single Column Layout

On a mobile device, multiple columns in an email often look too busy and can be confusing for the reader. Using a single column template will simplify your design and highlight your important content. It also makes the email easily scrollable, keeping your call-to-action in direct line of sight.

3. One Clear Call to Action

Emails that contain a single call to action (CTA) can increase clicks 371% and conversions 1,617%. To receive the maximum amount of clicks on a mobile device, it is important to keep a CTA to 2-4 words, use a higher contrast button color, place CTA towards the top of the email, and size the button to at least 44 x 44 pixels.

4. Concise Copy

Too much copy in an email can be overwhelming and boring to look at, especially on a mobile device. Use bulleted lists and short paragraphs to create easily scannable content for the reader. It is also important to increase the size the text to avoid people needing to zoom in to read the information.

5. Space to Click

Mobile screens get crowded quickly. If you stack links and CTA’s too close together without leaving enough space around them, recipients can accidentally click the wrong link. To keep this from happening, make sure to leave plenty of room to click, keep links to a minimum, and avoid stacking them.

Business Digital Marketing

Boost Your Sales During the Holiday Season

The holiday season from November to the end of December is the most lucrative time of year for retailers. Is your business ready for the shopping frenzy? With the holidays quickly approaching, now is the time to formulate your marketing strategies to attract customers and generate those sales! Check out these marketing tips below to see how your business can maximize its sales during the holiday season.

Make Your Cyber 5 Strategy Part of a Bigger Game Plan

Those extremely important shopping days from Thanksgiving to Cyber Monday are referred to as the “Cyber 5”. A common misconception is to get your ad campaigns up and running just in time for Black Friday. While it is crucial to recognize the Cyber 5 as huge shopping days, implementing a more comprehensive advertising approach will result in a more consistent and effective campaign. In 2018, marketers devoted 19% of their search budgets to Cyber 5 spending, but those days make up for just 9% of holiday shopping. This year, more businesses are looking to adopt a strategy that encompasses the Cyber 5 as well as the whole extended holiday season. This results in catching the attention of both the October early-bird shoppers and the last minute shoppers.

Optimize for Mobile Use

A growing number of consumers are visiting websites from mobile devices.
Your business must be optimized for mobile use if you want customers to find your store and stay to shop. A responsive web design is crucial for grabbing the attention of consumers and will result in greater engagement and higher sales numbers. The National Retail Federation projects 105 billion in online sales this holiday season with an estimated 127 million shoppers predicted to shop on Cyber Monday. Of these Cyber Monday shoppers, 25 million said they would specifically use their mobile devices for purchases.

Take Advantage of In-Channel Buying

Consumers are more connected than ever before. A recent study found that 64% of customers are using multiple channels to complete a single transaction. This translates to many touchpoint across numerous different platforms. In 2018, holiday traffic to digital sites from social media channels grew by 22% year over year. This year, even more shoppers are expected to be buying in-channel. This means that retailers should be ready to push their brand where the consumers already are, such as social media platforms.

Royal Highnies’ Holiday Success

Royal Highnies is a growing luxury loungewear and undergarment retailer. From boxer shorts to lounge pants, to tee shirts and more, Royal Highnies provides ultimate comfort for the whole family.

During the 2017 holiday season, Royal Highnies wanted to boost its online advertising in order to attract more consumers to the brand. This is where Spectruss came in. Our team worked with Royal Highnies to implement digital marketing strategies that would result in a huge ROI.

First, we conducted detailed market research to identify a specific target market for Royal Hignies. Based off this audience, we did rigorous keyword research to ensure their brand would be seen by the right consumers.

Once we defined a specific customer base, we developed a digital marketing plan that included creative email campaigns, shopping ad campaigns, display ads, social media ad campaigns and fresh graphics.

This campaign utilized new approaches and creative materials designed specifically to reach Royal Highnies’ target market. The end result? Royal Highnies saw a 25% increase in online sales and a 10% increase in wholesale sales.

Business Marketing

What is UGC and Why are Brands Using it?

In a fast paced, digitally-run world, it is becoming increasingly harder to grab the attention of consumers. If brands want to stand out in this highly competitive market, they must get creative with their messaging and their marketing strategies. Customers are looking for authenticity in a brand and one of the best ways to establish this is with user-generated content (UGC).

UGC is content related to a certain brand that is voluntarily produced by individuals with the potential to drive conversation and build engagement. If a customer has a great experience with your brand, they are inclined to share that experience with their peers. Word-of-mouth referrals are extremely profitable for businesses because it provides authentic information from previous customers, boosting brand credibility and recognition.

The power of user-generated content has proved to be so beneficial that brands are integrating this into their marketing campaigns.

Share a Coke With…

When Coca Cola launched its “Share a Coke” campaign, people went crazy over the personalized bottles. Coca Cola changed its traditional label to “Share a Coke with” followed by a name. This multi-national campaign, which used 250 of the country’s most popular names, aimed to have people find a coke bottle with their name on it and then share it with friends.

To keep the hype going, Coca Cola asked customers to share pictures of themselves enjoying a coke with their personalized bottles on social media. This lead to massive amounts of user generated content, raising awareness and increasing user engagement with the brand. This massively successful campaign resulted in Coca Cola’s customers stepping into the role of advertiser.

The Royal Wedding

We all remember the highly anticipated royal wedding of American TV star Meghan Markle and Prince Harry of England in 2018. The lavish royal weddings of the past have always been real affairs, but this time, things were a little different.

Along with sending traditional reporters, the BBC news channel also sent 50 people from the general public to watch the wedding and share their experiences on social media. This built a connection with the public by providing them with a way to view the wedding through the eyes of every day people.

The individual stories shared from these 50 viewers were a form of user-generated content. The BBC news used this strategy as a way to attract more viewers and engagement from the public.

People trust the opinions of peers which is why it is so important for brands to incorporate UGC. The more trust and transparency a brand can establish with its customers, the stronger the brand will become.

Business Design Marketing

Spectruss Now Offers Month-to-Month vCMO

Month-to-month means no long term commitment. We all know the painstaking process of signing to a year long commitment. If things don’t go right, you still have to finish out the contract. We give the freedom and ability to go month-to-month with our vCMO service and give you the peace of mind to cancel at any time. But, we are sure that’s not going to happen, because you’re going to love our services!

We offer four different vCMO levels: entry level, silver, gold, and platinum. Each level provides more hours of service with a lower cost per hour. That’s the beauty of having no long term commitment. You can change the level of work you may need each month!

So what exactly is vCMO? Well, vCMO or virtual Chief Marketing Officer, is a service we provide that covers all strategic marketing for your business. Our team of professionals strategize the best ways to maximize your company’s growth and then implement those methods to provide the largest ROI for your business. Within our vCMO service, we provide all aspects of web programing, graphic design, videography, photography, content writing, advertising, digital marketing, and social media management. And if your company already has a Chief Marketing Officer? Great! We will work along side them to assist with any and all outsourcing needs. Since we do everything in-house, we provide strong brand consistency and high quality results.

We realize not everyone is ready to sign a contract, which is why we are excited to offer our month-to-month vCMO services to demonstrate the work we can do to grow your company. Ultimately, our goal is to establish a long lasting relationship with our clients. When you grow, we grow too! We are confident in what we do and we know that when you experience our work for your company, you’ll want to stay with us!



What does that mean exactly? Glad you asked. We are an advertising agency that has everything you need right here in the same office. In the office, we have a web programmer for all your website needs. Behind our programmer is our project manager who handles all lines of communication from the client to team in the office. Our creative director is on the other side of the room creating any and all design work. The social media and advertising manager work closely in creating the best strategic plan for each client. Our photo and video director handles on-location shoots, campaigns, commercials and more. Our full-service, in-house team works together to create a seamless work environment on every project.


When companies start to outsource their web design, videographer, etc. the brand starts getting confusing. Each outsourced service doesn’t understand the concept of your brand and many times the brand image gets lost. We pride ourselves in working together as a team to create a brand consistency that will leave a lasting impression on your audience.


We asked our social media manager what was her favorite part about having an all in-house agency. Her response was, “Whenever I need content to post, I simply ask one of our graphic designers to create a unique design. If I need video or photo content, I just ask our photographer/videographer for some new content. Being able to collaborate with everyone in the office makes each project go smoothly!”