In digital marketing, we run campaigns with geotargeting for specific areas. It’s easy-as-pie to target places like New York City or a five-mile radius around Dodger Stadium. What becomes more difficult, though, is geotargeting vaguer “places.” Food truck service areas, land formations, and neighborhoods are pretty common requests. How can you make sure that you’re as accurate as possible when your location is variable? Research, of course!
Google’s New Data Retention Controls GDPR goes into effect on May 25, 2018. As of this writing, companies only have 44 days left to bring their marketing, data retention, data storage, and emergency response plans into compliance. At, Chow-Bryant, we’ve been working tirelessly to make sure all of our services are in compliance with GDPR. […]
What is Event Tracking?
Event tracking is a form of conversion tracking that tracks user interactions with a website or app. You can think of an event as any user action that can be tracked and recorded independently of a simple page load. Some common events that marketers track include downloads, video plays, and button clicks. Most event tracking systems can be divided into three parts: event listeners, tags, and collection tools. There are a lot of event tracking, tag management, and analytics tools to choose from. I personally recommend Google Tag Manager because it’s the most cost-effective and accessible option for most brands. In this guide I’ll show you how to use GTM to start tracking events on your website.
Over the past decade, digital marketing pushed brands towards increasingly aggressive tactics. One such tactic was automatic opt-in. I used to just see these opt-ins for newsletters, but, more recently, I’m seeing this used for sales and add-ons. I assume these marketers want to get more active users, a more engaged audience, and more sales. But in my experience the ends don’t justify the means–in fact, this method isn’t even that effective. In 2017, marketers need to ask, “Is an automatic opt-in the best tactic for my clients?”
We just completed our hurricane prep checklist. Our equipment is secured, and we did our quarterly backup early so needed resources are saved to the cloud.
Just so you know, over the next 6 days, it is very likely Houston will flood. Hopefully, it won’t be anything too serious, but we have to prepare for the worst. During this time, Chow-Bryant recommends reaching us by email or social media. We will respond as quickly as the situation allows.
When people write web copy, they often take an “If You Build It, They Will Come” approach to their website. There are two major problems to thinking like that:
- That phrase references Field of Dreams, and the “they” in that statement are ghosts. Ghosts don’t buy anything. In fact, we’ve written about the problems ghosts cause on websites.
- If people do come to your website, but the content isn’t interesting, people leave. In digital marketing, we call this “bounce.”
Design Attracts New Visitors–Content Converts Them to Returning Visitors
A lot of people will tell you that a snazzy design or some kind of catchy name will fix these issues. While they do help, in my experience, a bigger factor is written content—you know, what many website owners think they should get from an unpaid, unproven intern.
Your written content is your customers’ first chance to find out what you do and what you’re all about. More importantly, perhaps, it’s also your best line of attack and defense in the never-ending War to Control Search Algorithms via SEO (another service you should vet and take seriously, but that’s another blog for another time.)
No lie, there are millions of websites that purport to teach people how to write effective, SEO-friendly copy. Of those, Heather Lloyd-Martin’s emails are the best I’ve found for effective advice on real-world websites. If she hasn’t run into it, it’s unlikely to be a real problem.
But for those of us who are pressed for time, I use the following rule:
Answers Two Questions on Every Page You Write
1.) Who Are You?
Have you ever been to a website that purports to be the best at something, but you have no idea who the company is or why they’re so great at that thing that they do? This means that the webpage(s) you saw failed to establish who it is that’s doing the talking. We accomplish it on the Chow-Bryant blog by associating an article with an author. Pretty easy, huh? If you don’t have the picture option, there are others. Pictures help. Stating experience helps. Doing both, though, is priceless. Even simple in-text links to your about page is a step in the right direction.
Speaking of, on a website, your about page needs to drive home who you are and why you—as a person or a company—are relevant to what you’re selling. If you can, use the rule of thumb for screen writing: State it three times. Be abundantly clear on who you are, why you’re interested in what you’re doing, and why you’re relevant to your field. If we don’t know who a website is about and why we should trust them by reading the about page, the copy has failed completely.
2.) Why Should I Care?
It’s not enough to tell people you sell things. You must also tell them what those things are and why they’re so needed. In digital marketing, we usually call this a USP, or unique selling proposition. Honestly, the name doesn’t matter. What matters is the substance. On average, people have an 8-second attention span, so the lengthy, wordy text of ads of yore just doesn’t work anymore. We read, but we read in blurbs and snippets. It’s best to get to the point—why people want what you’re selling—fast. Foot in the door tactics? Sweet Brown is right: https://media.giphy.com/media/10PcMWwtZSYk2k/giphy.gif
Recently, Chow-Bryant received an email from Expertise.com, informing us that we were named to their list of the Best Digital Marketing Agencies in Houston 2017. Of about 538 reviewed agencies in the Houston area, despite our company’s relative newness, we made the list of 18 recommended digital marketing agencies.
Expertise.com’s Top Digital Marketing Agencies in Houston
Expertise.com’s list is based on five criteria:
While we don’t know what our final score is, Chow-Bryant is honored to be included in the Best Digital Marketing Agencies in Houston 2017.
New Live Stream Calculator
In November we wrote a technical beginner’s guide to streaming on Twitch. At the time we were linking to live stream calculator on OBS’s site. Unfortunately, that calculator is no longer up despite being a handy tool for finding a good starting point for stream settings. As a result, we decided to build our own. You can find the new live stream calculator here.
Future Marketing Tools in The Works
There are also plans for some new tools in the near future. Check our Chow-Bryant Tools section for the latest. Additionally, you can browse our GitHub repositories here. This is where we provide templates and code snippets for website optimization, analytics filters, and structured data markup.
Internet security has been a hot news topic over the past few months. A cascade of software vulnerabilities, account breaches, and security flaws produced a steady stream disclosures, apologies, and a few PR disasters. As a result, most of us are more aware than ever of the need to keep every piece of our online presence secure.
What is Schema Markup?
Schema markup is a form of structured data that helps search engines understand what’s on a webpage. This markup is a community effort to create a universal vocabulary of tags and categories for the internet. An example of Schema markup in action is the Google Knowledge Graph. These are the cards on the right-hand side of some Google searches. These cards provide more information about your search, and are a collection of structured data snippets from all over the internet.
Here you can see a snippet of Chow-Bryant’s card in Google’s Knowledge Graph. Some of this information is fed into Google’s Knowledge Graph using Schema markup on our website. For instance, the footer on our site features Schema for a local business.
Other Forms of Structured Data
In a nutshell, Schema markup is very similar to the Open Graph Protocol and Twitter Card Data. The main difference is that Schema markup isn’t unique to a specific social media platform. Instead, Schema is primarily used by webmasters, app developers and search engines. In fact, Schema markup is supported by Google, Bing, Yahoo and Yandex.