Ken Eldridge

By: Ken Eldridge – Bayshore Solutions’ Senior Programmer

As a web developer, I visit a lot of websites for work; like, a metric ton of websites.  And, they all have something in common: they contain a lot of “Business speak” generalities and jargon extoling the virtues of their product or service.  So much so that the website content and words become “noise” and render the company indistinguishable from the sea of competition they are floating in.  Take the terms “Quality, “Integrity,” “Innovation,” for example.  One could literally design a beverage-game out of encountering these words on most any company websites’ “About us” or description of services pages.  Emails that firms send to market to me usually fall into this same mode.

As a frequent website visitor, I have never understood the concept of writing about something, especially a company’s life blood product or service in a way that makes my user experience, well, boring.  If anything, they should try ten times harder to make things actually interesting.  Even though my specialty is programming and web development, I get the “Marketing 101” concept that job #1 to know who your customer is when you’re speaking to them.  I’ll admit there are products and services where “Stoic professionalism” is the appropriate choice, but in today’s digital interaction arena of words and images, distinguishing yourself with humor or interest-provoking website content is a really good move.

There are a couple companies that actually make we want to be sold to, two companies that do it so right that I actually browse around their website and look forward to their emails are  Woot.com and AppSumo.

Here how Woot.com nails the interest provoking challenge with their creative product copyrighting when selling something as unsexy as a vacuum cleaner:

Do you want to live in a hut made of mud? NO! You want to live in a fine home with carpets and televisions and a complete lack of tiger traps and wild boar! Get something now, clear your home later, and live like a human, instead of some kind of cave ape.

Already in the first few lines, I want to read more. I’m captivated.  I already have a vacuum cleaner that I like.  But, I am now looking forward to spending the next few minutes reading about how fabulously epic THIS vacuum cleaner is.  And you know what?  I may buy it. With their presentation, they could sell a hamster ball and I would be totally riveted.

This retail products company understands that the people who come to their site are people, with emotions and a sense of humor.  We don’t want to be sold to through jargon and generalities, as much as we want to be entertained, maybe even “edu-tained.”  The more our interest is piqued, the more we will poke around the site.  The more we will poke around, the more likely we will find something that we will buy.

Another B-to-B example of web and email campaigning done right is AppSumo, a company that specializes in products supporting entrepreneurs (probably younger, tech savvy entrepreneurs in the psychographic profile that I am a member of).  Their content presentation strategy is describing their products in such a way that their target is totally entertained, all the while being marketed to.  I would argue that an apt measure of their marketing success is that not only do I subscribe to their emails, I look forward to getting them.

I believe that this is the holy grail of email marketing: messages that people want to read.  Even if people aren’t interested in the product featured in this week’s email, they are intrigued as to what the next email will contain and won’t unsubscribe.  Even richer is sending emails that get opened more than once, get forwarded and even get printed and posted on cubical walls.

My point is this, specific to your audience, don’t be afraid to show some personality in your website and marketing materials.  You can sell something as seemingly bland as insurance and still do it in such a manner that people will be glad they bought YOUR insurance.  Your visitors aren’t a number, they are human beings with many of the same feelings you have.  Feel free to embrace that.

Here at Bayshore Solutions, we want to make sure that you are accurately represented in your website, that your site design, functionality of user experience, as well as your marketing content are not only professional, but consistent with who you are as a company.  Every company and company culture is unique.  We can help you project that with your online presence, in a way that not just speaks to your target customer but captivates their attention and interest.

Now I’ve got to get back to discovering how that hamster ball can right all that is awry in my life…

Ken Eldridge is a Senior Programmerat Bayshore Solutions- An Internet Marketing, Social Media Marketing, and Website Optimization company.

Derek Sgandurra

By: Derek Sgandurra- Bayshore Solutions’ Senior Web Designer

“Design” has an incredibly broad definition. Almost anything created by man demonstrates a design. Design has such a broad definition that many industries have their own version on it – graphic design, interior design, exterior design, culinary design, etc. The concept of design is so engrained  in each respective industry that the prefixes are implied and unnecessary when speaking within the group. All design is subject to trends. Early ad designs were heavy on words. Early car designs were just heavy. These trends evolved with our collective and cultural tastes.

Web design is a relatively new branch, and its pace has been quick. It has been defined not just by our evolving tastes, but by the rapid evolution of its supporting technology. Computers, devices, screens and connections have all dictated many of the possibilities and limitations of web design. It has only been in very recent years, however, that the possibilities have begun steadily winning.

Beyond a few years ago, video and large, high-resolution photos were generally prohibited by bandwidth speeds and smaller displays. Visually speaking, the “wow factor” (so often requested) was not easily attainable. Web designers would try, though, exhausting every bell, whistle and trick to make people forget how small all the photos were. These days, technology has matured enough to allow web designers the same tools as traditional graphic designers, and much more.

Photography and videos are the greatest of these tools. No longer is it enough to have great colors, great fonts, great bevels and shadows and boxes and textures. Now more than ever, website clients and visitors expect to be “wowed” the way humans have always been – with great big pictures like this:

Today, our culture is one of less words, less reading. You can see this reflected in the many recent high-profile abbreviations (Gatorade is now “G”; Dairy Queen is now “DQ”). More and more, and across all branches of design, wordless imagery is used to create universal, cross-language and cross-culture appeal.  For example, our website for Crystal Logistics uses imagery to showcase the high quality of the brand.

At Bayshore Solutions, our talented designers can create high-resolution imagery for your website.  ‘Wow’ websites can give your company an edge and make your website stand out from industry competition.  To view more of our websites, visit http://www.bayshoresolutions.com/portfolio-home/case-studies-launches.aspx.

 
Derek Sgandurra is a Senior Web Designer at Bayshore Solutions—a Tampa Web Design, Web Development, and Internet Marketing Company.

Kimberly McCormick

By: Kimberly McCormick – Bayshore Solutions’ Director of Corporate Marketing

In my role at  Bayshore Solutions, I am very familiar with the inquiries we receive about our web services.  The golden question at the core of every person’s inquiry is, “How much?”

From my own experience in sourcing solutions for the company’s corporate marketing needs, I am extremely empathetic to an inquiring businessperson’s frustrated desire to just get a straight answer to cost, and the instinctual approach to line up vendors A, B & C on a spreadsheet, compare packages and costs, then present the best, most cost-effective option to the C-Levels for approval.  Unfortunately (and I have learned this the hard way) “cost-effective” and “low cost” are two very different things in the market for technology services.

A pennywise digital marketing decision based on a spreadsheet vendor analysis often shortchanges business results. There is so much more to the question than most are aware, and these complexities absolutely determine the right answer to, “How much does Internet Marketing cost?” for your business.

When I address questions on our pricing for Internet marketing services, I find that I am often explaining “Why”: why our pricing is not $X99. per month or less, and why I can’t give them an exact price without a deeper discovery conversation with one of our internet experts. The recurring points that I find myself educating people about are:

• The breadth and depth of “Internet marketing” services
• Custom vs. Package
• The “Team” of experts and (not “or”) a dedicated digital marketer
• The nature and efficiencies of an integrated web agency
• A “Partner” versus “Vendor” methodology
• The “Unspoken Deliverables” – what you might not think to ask for

What’s Involved in “Internet Marketing” Services

The first thing everyone needs to get crystal clear on is what exactly is meant by “Internet marketing.”  Some of the distinct types of services contained in this umbrella term include:

• SEO (Search Engine Optimization);
• Search marketing;
• Paid Search (Pay-Per-Click and online advertising);
• Local search visibility marketing;
• Mobile optimization and marketing
• Social Media strategy marketing, optimization, engagement and even advertising;
• Content development and marketing;
• Conversion optimization;
• Email, SMS, and other digital marketing channel strategies and campaigns;
• Integrated campaigns and marketing across both online and offline channels

Distinct expertise and tactical skills apply to each marketing tool in this toolbox — and that technology tool set is constantly changing and evolving.  I have often heard our executives acknowledge that in the services industry, “Inventory” is brain-power and time. Competence and proven effectiveness in wielding these tools has value, and an investment cost.

Why Custom vs. Package

Which internet marketing tactics work best with your specific business strategy, model and market?  How might they combine to drive even better results?  Are these answers the same six – 12 – 24 months from now?

Prospective customers won’t find a “package” for any of our web services because we scope and quote custom to the specific business’s needs.  The goal is to apply the correct combination of online marketing tools to drive more results and return on a client’s marketing investment – and this strategic blend is unique to every business.  So services are tailored to each customer.

While this does make discovery conversations longer, the business outcomes are dramatically better.

Both A Dedicated Digital Marketer & A Team of Experts

Digital marketing is a technical and ever-changing skill.  Who is actually doing the work matters to achieving your best Internet marketing results.  Each e-marketer at Bayshore Solutions is required to exceed rigorous benchmarks for technical capability at continuing points along their career path and to contribute as subject matter experts in the evolving aspects of internet marketing.  Team members are sent to every major industry conference and training program in order to bring the most current and best performing practices to our client’s online marketing.

Each internet marketer is a full-time employee at our Tampa or Denver office (as opposed to anywhere offshore or on a tenuous freelance arrangement). Further, each is dedicated to and accountable to the success of their specific clients.  Formal reporting on tactical progress and strategic recommendations occurs every 30 days.  Also, a main component of performance evaluations and promotion criteria is positive reviews by their customers.

I have the privilege of sitting in a weekly best-practices and cross-learning session with the team of internet marketers at Bayshore Solutions.  When I encounter a digital marketing challenge I am consistently impressed and appreciative of the tribal knowledge that this team develops, applies to their customers and helps me with.  It is literally having 60 combined years of web marketing experience across 75 plus industries at your fingertips.  I doubt that a siloed, in-house marketer could effectively access and apply this breadth and depth of expertise to a business’s ongoing marketing challenges for a similar investment cost.

Integrated Digital Agency = Everyone’s on the Same Web Page

A customer’s “Team” also extends to the web expertise of designers, developers and project managers.  The entire team is assigned to a customer and their success is dependent on the client’s success.

When building websites for customers, the internet marketers consult with the design and development experts to ensure they are aware of and plan for the next step of marketing the site and driving business with it after it is launched.  So it is built with the end in mind.

I have seen many “beautiful” web designs that are effectively impossible to market in today’s digital world, due to myopic design and build decisions.  Clients often come to us to rebuild such websites and fix these problems.

Digital marketing is very technical in nature, and often involves code-level tasks and live site updates.  With technical, marketing and website hosting teams that are integrated both physically (located together) and philosophically (everyone focused on the customers best outcome), efficiencies and throughput for building as well as the ongoing marketing of a business’s website are streamlined and cost-effective.

A “Partner” (vs. “Vendor”) Focused on Your Growth Results

The main reason I am unable to cite generic prices for our internet marketing services is the core approach we take to every potential customer.   The discovery process we use creates a “partner” perspective on goals, desired outcomes, and the specific business situation at hand.   This also enables the best recommendations for solutions — and accurate price quotes for those solutions.

We develop relationships with customers where we can help grow their business with ongoing, integrated technology and marketing expertise. This just isn’t accomplished with a “Package A at $X99.” mindset.

What You Might Not Even Think to Ask About – The “Unspoken” Deliverables

I have learned that many of the things Bayshore Solutions delivers to our customers as an “of course” from our perspective, are neither mentioned nor a “given” by many web services businesses.

One of these is the source code and intellectual property surrounding your website and its online marketing campaigns.  Who owns this when the services are delivered?  Our answer is, “You do.”  It is frustrating and upsetting for a business to find that such campaign assets aren’t owned and controlled by the brand marketing them.  We don’t do business like that, and unfortunately this is not the norm among agencies.

An item you might not think to ask about when shopping for online marketing services is if the web services company you buy from carries insurance that protects its customers, thus lowering their investment risk. We do.

Another “intangible” is the investment made in creating a workplace worthy of receiving our recent listing in Tampa Bay Times’ “Best Places to Work” roster that evaluates identity-protected employee survey responses to qualify a company for inclusion.  This speaks to providing the infrastructure, education, culture and communication that attracts and keeps quality team members. This focus gives peace of mind that your Internet partners will remain not only at the top of their craft, but familiar with your projects and  business as your future Internet marketing needs evolve.

One thing I have learned in corporate and digital marketing: the right internet marketing and web strategy is a pivotal business investment decision – one that requires a true partner who is focused on your specific business success.  So the answer to, “How much does Internet marketing cost?“ is literally, “It depends” — on your specific business goals & needs, what strategies are most appropriate to achieve them, and what level of expertise you want to engage in reaching them.

Bayshore Solutions’ Web Methodology was developed to guide our client-partnerships to create consistent web success – and our 17 year award-winning track record of delivering customer growth is the proof in the pudding.

If you’re looking for such a power partnership with your web marketing, contact us and I’ll connect you with the right expert on our team to uncover the right internet marketing solutions to grow your business.
 

Kimberly McCormick is the Director of Corporate Marketing at Bayshore Solutions Web Design, Web Development, and Internet Marketing Company.

Jody Roberts

By: Jody Roberts – Bayshore Solutions’ Senior Programmer

In October 2012, due to the closure of my previous company, I was faced for the first time in six years with the hurdle of having to find a new IT development position.  Being thrust into the current job market, finding the right fit for my skill set, personality, and career growth goals, was my highest priority.  Bayshore Solutions seemed to be that fit.

After six months as Senior Developer for Bayshore, it’s clear that I made the right choice. Let’s take a look at a few reasons why this company has exceeded my expectations:
 
1)      Development Makes an Impact:

Having worked in organizations where software development teams are under pressure to produce measurements to prove that they are adding value instead of being intrinsically valued as the “inventory” of expertise, it’s refreshing to work in a firm where development is perceived as an asset – not another “cost center.” Our skills are engaged directly with the goals of the business, providing value and positively impacting the bottom line.
 
2)      Everyone’s Input Matters:

During new web development, I discuss my solution approach with my team members and project managers.    Frequently, I am asked to provide insight on the best approach in the development of a solution.  As an employee, this conveys that my expertise is highly valued and respected. This encourages me to continually strive for efficiency and creativity in my solutions.
 
3)      Utilization of New Technologies:

In my 19 years as developer, the one thing that has remained constant is the need to keep abreast of new technologies and methods. In the past six months, tools like Kendo UI and Sitefinity CMS have been introduced along with training in topics such as MVC and Jquery.  Every Thursday, the development team comes together to either train or share new development practices.  Learning is an important part of our development path.
 
4)      Success is Shared:

Bayshore Solutions provides opportunities in monthly Town Hall meetings to discuss all aspects of the company’s inner workings.  Discussions can range from the projected financial goals and tracking of actual results to the items that the employees would like to see included in the vending machines.  It seems my idea of adding Pork Rinds didn’t make the cut. There’s always next month…
 
5)      Fun

I chose my profession because it challenges me and gives me a sense of accomplishment when I implement a creative solution.  I enjoy what I do.   Bayshore provides a professional, yet fun-loving atmosphere that creates the perfect balance of work and play. All work and no plush-cat-bowling would make for a very dull day. Feel free to stop by my desk anytime – the plush-cats are set up and ready.
 
Interested in working with us?  Bayshore Solutions is growing and seeking Programmers in their Tampa and Denver locations, as well as team members in a variety of positions.  Contact us for more information.

 
Jody Roberts is a Senior Programmer at Bayshore Solutions—a Tampa Web Design, Web Development, and Internet Marketing Company.

Gwyn Drake

By: Gwyn Drake – Bayshore Solutions’ eMarketing Team
 

It wasn’t long ago that we were scouring the web for the best tools for Pinterest Analytics. Sure you can see how Pinterest, as a referrer, leads conversions or generates revenue in Google Analytics, but what about the nitty gritty of how your pins, repins, likes, and links are performing on Pinterest.
 

Let’s break it down:

Set Up is a fairly simple process.  You have the ability to verify your site with Pinterest by either uploading a verification file, or adding a meta tag to your header. I think the easiest step by step guide is ShopIgniter’s “Turn on your Pinterest analytics. Seriously. Go do it now” found here.

 
What You Will See:

Site Metrics: Site Metrics allows you to monitor your Pinterest trends. The data is a daily average. You can control the date range and will also see a % change.  The Site Metrics includes: Pins (from your site to Pinterest), Pinners, Repins, Repinners, Impressions, Reach, Clicks and Visitors.

“Most” Trends: from Pinterest Analytics summarizes your pins within the categories of your Most Recent pins, Most Repinned, and Most Clicked.

 
Great, More Analytics. Now What?

Like all analytics, the power is in the interpretation. For Pinterest, this should be supported by a social strategy.  While it may be important for one company to have the highest impressions, for others, repining of “buzz” may be more important.

At Bayshore Solutions, we can set up and provide social media strategies that focus on a ROI.  Pinterest Analytics are a piece of this strategy, which when used correctly can improve your business.

Gwyn Drake is an eMarketer at Bayshore Solutions—a Tampa Web Design, Web Development, and Internet Marketing Company.