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We leverage the internet, social media and mobile to accelerate business growth.
We leverage the internet, social media and mobile to accelerate business growth.


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Different devices, different circumstances, different content

 TUESDAY, JUNE 12, 2012 AT 2:57PM

comScore recently released new insights on consumer video consumption usage on tablets. The main insight tht they gather is that the majority of tablet users watch video on their device. The report finds: 

"Tablets have quickly reached a critical mass in the U.S. with 1 in every 4 smartphone owners using tablets during the three-month average period ending April 2012. The study also found that tablet users were nearly three times more likely to watch video on their device compared to smartphone users, with 1 in every 10 tablet users viewing video content almost daily on their device."

When looking at the content consumption more than half of tablet users watched video and/or TV content on versus just 20% of smartphone users. It's not a shocker that a device with a bigger screen gives a better experience and therefore gets more video usage.

What this means for marketers

When a brand is creating great content it has to think of how it's distributing that content. When coming up with a distribution strategy (whether that's via a QR code on package, via social media, :30 TV spot, etc.) there are a few things to keep in consideration and questions to answer:

- Different devices What device will they be using (smartphone, computer, tablet)?
- Different content Where will this person be watching this video (in aisle, on the couch, on the bus, at work)?
- Different circumstance What do we want the person to do after they consumer the video (share, comment, enter a sweepstakes)?
- Are people on the go or are they at home?
- Will this be a planned interaction or a spontaneous interaction?
- Will sound be necessary to get the message across or is it mainly visual?
- How long is the video?
Watching video is one of the dominant activities people do when they're connected. Depending on the device and circumstance will dictate Their engagement and interest level. Plan accordingly.

PS - You might want to follow us on Twitter, we tweet really cool stuff. (
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Google+ has been getting a lot of negative press lately. People are saying that there's nobody on there while Google itself is saying that there's over 100 million active users. Is it even close to Facebook's 900 million users? No. Should brands be on it matter to brands how many people are actually using it. Absolutely.

Focusing in on Google+'s user base (let's put it at a conservative 20 million users) sounds to us like a vanity metric. It's a meaningless number - especially when compared to Facebook.

We think that Google+ can help marketers answer two important questions: 

What areas of my digital marketing is Google+ helping with? 
What insights can I gather from Google+ and apply to other parts of my business. 
Let's dig deeper.

Google+ helps round out your digital marketing
There are some really great things baked into Google+ that can help impact your online presence.

Improved SEO
Since you're already making great content that people love, you should share it on Google+ as well. Though there's not any official documentation from Google, sharing your content and being active on G+ will help you rank higher in search results. 

Customer Service and Customer Relationship Management (CRM)
The Google hangouts feature is a key differentiator and helps G+ stand out from the other social networks. Imagine you just launched a product or there were some user expectations that weren't met. The only thing better than a personal outreach to some customers? Personal outreach to some customers and highlighting the event to the ENTIRE WORLD. Have a customer service person (aka the CEO) take questions from customers on what went wrong and how those are going to be prevented in the future.

On the CRM front, invite select VIP customers for a special product announcement, record the whole thing, and then share it.

Integration with other Google services
KISSmetrics has a great blog post called "25 awesome free Google tools for marketers".

They have not only created a thriving social network, but they have incorporated it into almost every aspect of the Google experience, including Google search results themselves

Incorporating all of the other Google services not only makes sense, but it was inevitable. Linking Google services (Adwords, Analytics, Places, Chrome, etc.) together will help strengthen your iniatives and give you better data and insights. Which leads to...  

How G+ helps other areas of your business
A great feature of Google+ (that nobody knows about) is Ripples. Ripples gives you a visual representation of how your content is being shared and, more importantly, who is sharing it.

This is a key feature because it allows you to gather insights about who is interested in your content and your business. If you think that, for example, your target audience is all DIY crafters but the people sharing your content are sewers then you might want to not only change up the content you create, but perhaps make a new product that is sewing specific.

Just because Google+ doesn't have the amount of people that Twitter or Facebook does, doesn't mean that the people who are on there aren't doing anything. It's more likely than not that the G+ users are also on Facebook, Twitter, Instagram, etc. Therefore they are heavy social media users, influencers and the people wh you need to talk to.

How are you using Google+ and what kind of insights have you been gathering from it? Let us know in the comments! 
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3 takeaways from Mary Meeker's annual internet trends report

Every year Mary Meeker releases her report on Internet Trends. The 2012 edition was released yesterday and there is a lot of good info in there. When we read reports (this one is 112 slides, btw) we ask the question "so what does really mean?" There are a lot of really good takeaways, but wanted to focus on the ones that the most important for marketers.

Mobile is crucial: be there or your competition will be
As we've stated before mobile is valid and growing marketing channel. Some key stats that from her presentation:

Global mobile traffic accounts for 10% of all internet traffic
Mobile accounts for 8% of the US eCommerce and it's helping accelerate growth
29% of US adults own a tablet or eReader (up from 2% less than 3 years ago) 
Here is even more evidence that you need to start thinking of a mobile strategy for your business and set aside some budget for a mobile website. A simple way to convince the decision maker is to look in your Google Analytics and see what percentage of visits is coming from mobile devices.

What this means for marketers: People are getting info from their mobile devices more than ever and this trend will keep going up. You need to be sure that your brand and product information people are looking for is searchable and provides an optimal user experience on a smaller screen. People want information on demand and if you're not giving them what they're looking for (or they have a bad experience if they do find you), they'll go to your competitor.

Mobile media is cheap: Test and learn
According to the report, the effective CPMs (eCPMs) are 5 times lower on mobile devices ($0.75( than on desktops ($3.50). Translated, this means that it costs 5 times less to place mobile media.

Source: Mary Meeker, Internet Trends, May 2012

What this means for marketers: This is a perfect time to do some testing and learning with mobile media. If you're investing time and budget for a mobile site (see above) you should maximize that money by sending people to the site and seeing what they're interested in. The more data that you have allows you to provide more relevant content and lets you uncover new insights.

Reimagine and refocus your business
It's important you take a step and plan not only for the upcoming year, but ask yourself of how are consumers going to interact with you in 5 to 10 years? Businesses with historic runs have ended recently, including: 

After 125 years landlines were surpassed by mobile subscriptions in 2002
After 244 years, Encyclopedia Britannica is going out of print in 2012
After 305 (yes, THREE HUNDRED AND FIVE) years newspaper revenue was surpassed by internet spending in 2010 

What this means for marketers: Take a look at the upcoming trends today and see what impact they're having not only on your marketing, but on your company's bottom line. What does the next 3 years look like? Is tech driving the future for you? 

How are the technology trends affecting your business and marketing? Let us know in the comments.
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3 things you can implement today to increase your email effectiveness.

Email continues to be one of the most important communication channels you can use to keep in touch, and upsell, your customers. But are you using it to it's full potential? Below are some steps you can implement immediately to increase its effectiveness.

List Segmentation
If you have a list, for example, with 100,000 subscribers chances are that they did not all signup at the same time. This is even more true if signups come through the product registration. A simple way to deliver the most interesting and engaging content to these subscribers is by segmenting the list. You can put subscribers into different buckets such as:

Registered product type
Interests (offers vs. news vs. industry thought leadership)
Sign-up date
Content is not one-size-fits-all and the more targeted the content you can deliver you will better results such as: open rate, click-through-rate (CTR) and ROI.

Subject line testing
Taking the same approach that not all content is appropriate for all people, this goes for subject lines. ASubject lines are one of the most important things in doing email marketing, but are also one of the easiest things to test. Some factors you can test in the subject lines are:

Personalization (i.e. first name)
Subject line type
General (example: Your June 2012 newsletter)
Offer specific (example: Save $XXX through Friday!)
Headline specific (example: Learn why [xxxxx] is important to your business)

Every industry and every list is different so the only way to find out which subject line is the best for you is to test. Most email service providers (ESPs) have this functionality built into their platform so you can, and should, start subject line testing today.

Connect with social media
Email and social media are first cousins if not siblings. If people are interested in your email communications (because we've been subject line testing, segmenting our lists and creating engaging content) we can help promote other channels that help drive sales.

Do you have an awesome blog? Great then the click-through on the article should go to the blog. Have a cool promotion starting on Facebook? Have the user click through to Facebook. Also including the icons of other social networks you're on are great so people can go to where they want.

With email you can direct people to where helps you get conversions from either new or existing customers. If your open rate and CTR aren't 100%, then there's always room to test, learn and then test some more.

What are some techniques that help you improve your email effectiveness?
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Read our guest post on The Founding Moms!

Guest Post by Intrist’s Joe Garbarczyk :: The majority of your website traffic will see your homepage at some point. It’s important that your homepage is working hard for you. This is usually the first step in the conversion funnel (and one of the most important!) If this is the first time a potential customer or client is hearing about your company, you’ll want to make a great first impression.

Here are five elements that should be on your homepage to make it effective:


Simplicity should be used to minimize distraction. Think of your homepage and the user experience similar to making a cold call. It should be short (“We do X”), sweet and clutter-free. Take it easy on the images and animations. One trick that we like is going to Starbucks and asking people who could be in your target audience what they think.
Ask questions like, “Is this clear enough?” or “What do you think about that?” or “What didn’t you notice?” What should be crystal clear is your…(see next point)…

Value proposition.

Why should someone give you their money rather than giving it to one of your competitors? The value proposition should solve a problem or give a benefit. It should not give details on a process or a technical specification. People want to know what that process is going to do for them. Describing your value proposition in one sentence keeps it clear and makes it easy to understand. (“We do X for Y”).

A great recent example comes from Jack Dorsey and his company Square. A new value proposition (i.e. benefit) they announced was that the money from a sale someone made would be in that person’s account the next day. The don’t go into detail about how that happens, they only focus on the simple value proposition. Money the next day.

Call-To-Action (CTA).

One of the benefits of a well-thought out, strategic site is that you can (and should) efficiently guide the user to what you want them to do. Goals and objectives are set beforehand so everything that you do should lead them to your goals.

If you know from your website’s analytics that people, on average, read 3 articles before clicking “submit” on the contact form, you might want to think about putting a CTA on the homepage to read your articles.
The homepage should be a user’s tour guide to your site. It should direct them to what you know they want, and to what will lead them to a conversion. Provide them a CTA they can’t miss.


Let the prospect know other people like your product! If you sell the world’s best facial lotion and it’s been featured in a top beauty magazine and on authoritative blogs, let them know.

If you sell services and want to show people that you know what you’re talking about without saying “Trust me I know what I’m doing,” link to awesome content that you wrote. It shows you’re smart, it keeps them engaged on your site, and it helps you out in search.
Social Integration.

People take their friends’ word over a brand’s word. Every time. That’s why it’s important to show the approval of others. Social buzz and social credibility are more important than ever in today’s marketing, so having it is a must. Try including a Twitter testimonial or link to your Facebook brand page where a user can read posts on your wall.

These elements are also great when creating landing pages and should be taken in consideration when creating any webpage.

Joe Garbarczyk is the founder of Intrist. Intrist specializes in helping startups and small to mid-sized businesses with their web marketing. They leverage the internet, social media and mobile to accelerate business growth online. They are really good and can help you with marketing plan creation, social media management, pay-per-click (PPC) campaigns, website design and development, SEO, mobile websites, apps and analytics. Follow them on Twitter | Read their blog | Find a special offer for Founding Mom members at**
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Do you know what this image means to your bottom line?
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