News

By Senta Johnson

Out with the old and in with the new. July 1, 2023, will mark the transition between the standard, Universal Analytics to Google Analytics 4. What does this mean for analytics teams? We are here to answer your questions.

What is GA-4?

To keep up with the evolving online market and privacy standards, Google set an end date for Universal Analytics. For years, Universal Analytics helped businesses monitor their website engagement and marketing performance. The good news: GA-4 serves the same purpose.

To state it simply, the Google Analytics 4 platform measures traffic and engagement from both websites and apps. This will be extremely helpful to businesses that use both. There will be a range of metrics that show whether you are achieving your marketing goals.

Additionally, GA-4 collects event-based data, rather than session-based. Event-based analytics is primarily concerned with observing user behavior based on mouse clicks, scrolls, and other website interactions. It covers real-time analytics and the processing of historical event data. This is in contrast to Universal Analytics’ use of session-based data, which only measures a user’s actions performed on your site.

There is an array of privacy controls including cookieless measurement and behavioral and conversion modeling. A cookieless tracking solution enables marketers to track each user who visits their website by using scripts that only run when they visit a webpage. Then, the behavioral and conversion modeling allows for accurate conversion attribution without identifying users. So, when a user rejects cookie consent, we can still collect necessary audience insight.

What can I do with GA-4?

GA-4 enables you to measure traffic and engagement across your websites and apps.

Some report features will allow you to access:

• Overviews of how users landed on your website
• Other users’ actions after reaching your website
• Reviews of general demographic and device information

All of these, and more, are designed to help you better understand your audiences’ journeys. GA-4 acts as a general upgrade to stay relevant with our customers. There is more flexibility and a means to predict user behavior while upholding user privacy.

Should I be worried?

As of July 1, 2023, Universal Analytics will no longer process new data. So, we will all have to make the inevitable shift to GA-4. The transition is seamless, though, because GA-4 directly connects to Universal Analytics. You will be able to migrate configurations from your existing Universal Analytics property to GA-4 property.

A lot is changing, and that can be reason for concern. Not to fear, though, GA-4 provides major benefits to marketers such as cross-platform analysis and more accurate predictions of user behavior.

In short, better data collection means better informed marketing strategy.

If you want to get started with GA-4, you can set it up before July. That way, you have time to understand the system and take advantage of its new abilities.

The already constantly-in-motion world of marketing is about to see some new shifts in the coming year. Advertisers will need to adapt to the expectations of hybridized audiences in order to stay afloat.

Virtual Reality 

It has been two years of adapting to unprecedented circumstances. Moving anything and everything to a virtual space has been the biggest transition of them all. Now that mandates are relaxing, most businesses are able to get back into an office. That being said, while everyone is eager to get back to normal, the ease and comfort of remote work has grown in appeal. The digital experience has been relatively normalized, so audiences expect, at least, the option of virtual interaction – the spark of “hybrid.”

Audiences are not quite ready to give up the convenience of live streaming and video conferencing. Not to say there won’t be a demand for in-person events eventually, but it’s wise for marketers to stay accessible to their audience moving forward. So, keep the Zoom calls a ready option for customers who prefer the comfort of their own home.

The combination of the last two years with the younger generation normalizing smartphones has created a trend of mobile commerce. In 2020, Mobile commerce accounted for more than $314 billion (AdTaxi) and there are no signs of slowing. Now brands have to be aware of their image on both a computer and a cell phone. That means mobile-friendly websites as well as paid search and site retargeting ads. 80% of shoppers have found themselves shopping more on their handheld device (Forbes) – take note, advertisers!

Content Creation 

Online success is almost entirely dependent on the type of content being produced, and what an audience wants to see is changing! Our advice: ditch the hard-sell strategies and aim for content that is engaging and appealing to the youthful eye. That means consistency in promotion, involving the audience through sharing and commenting features, and information that prioritizes an audience’s needs over a sales message. It may require more effort and more creativity, but it keeps returning customers loyal and new ones intrigued. Customers nowadays can smell the inauthenticity in old-age monthly sales promotions, so try something more inviting!

Ethics is the New Salesman 

Since the initial outbreak in 2020, audiences have looked to brands for how they would respond. There are higher expectations for marketing teams and a newfound sense of social responsibility. The past two years, 85% of U.S. consumers have reported feeling the way brands behaved during the outbreak would “affect their desire to do business with those companies in the future” (Growth From Knowledge). In order to ensure customer loyalty, messages of empathy and sensitivity are recommended. Over one-third of global consumers have said that they have started using a new brand because of the innovative or compassionate way that it has responded (Edelman). So, audiences are not only looking at what products a brand is selling, but, of equal importance, what a brand stands for.

Sources:

https://www.adtaxi.com/blog-roll/2021/12/28/four-marketing-trends-that-will-shape-2022?creative=572977474285&keyword=&matchtype=&network=g&device=c&gclid=CjwKCAiA3L6PBhBvEiwAINlJ9LqCGEcB_-kV30LybCQlcaCgCTmwtZ4kIDgechjeTynbyrvYV0CiwxoCZXMQAvD_BwE

https://www.forbes.com/sites/shelleykohan/2020/09/22/purchasing-on-mobile-devices-will-drive-holiday-sales-and-hit-314-billion-this-year/?sh=6e880ee47d76

https://www.edelman.com/research/covid-19-brand-trust-report

https://www.gfk.com/en-us/podcast/episode-9-consumer-pulse-study

By: Sydney Richter

To be successful in today’s world, you must have an encrypted website.

To achieve security and trust, you need an SSL certificate. Having an appropriate SSL certificate and that it is 100% encrypted will make it safe for site visitors. If you have questions, reach out to us… we are here to help. Here, we are answering some FAQ on security and SSL.

What is an SSL certificate?

SSL stands for Secure Sockets Layer, which is a security measure in place that secures data exchange between two machines through encryption. SSL keeps your data safe by installing small data files on a web server which activates a padlock allowing a secure connection from a web server to a browser.

If a site has been protected with SSL, this is indicated with a padlock, HTTPS or secure site seal. This shows the user that the data given to the website is secure from hackers.

Why is SSL important?

It is crucial to get an SSL certification to make people feel safer visiting your site or making a purchase. There are a variety of different types of SSL with different capabilities, so be sure to contact us to find the best protocol for your business and ensure the highest trust level possible.

A website that has been SSL verified is viewed as a real business and real website which represents the business.

Do I need an SSL certificate?

Having an SSL certificate is the new industry standard, and all new websites should be launched with SSL certificates. Once you’ve been verified, you will receive an SSL certificate to install into your web server. The certificate will ensure you keep data secure between servers, increase your search rankings on Google, facilitate trust among consumers. And the best part? They’re free!

SEO solutions

SSL boosts your site rank on Google and shows visitors it is a safe place to make purchases to. Receiving an SSL certificate is often very cheap and easy. To find out which is the best for you, contact us.

Pages with HTTPS will receive a boost from Google, as HTTPS has been a longstanding ranking factor since 2014. Without SSL certification, your website loses its credibility. Google will mark your website as “not secure” in the URL bar if it is not encrypted with SSL certification.

Not only does HTTPS protect user data, but it also ensures the customer is connecting to an authentic site. Both factors are crucial for consumers to trust your business and your website.

At BWJ, we provide customized solutions to your marketing needs, which include SEO optimization and achieving SSL certification. Based on your needs, we put together a team of experts to solve your problem efficiently using insights and expertise. Click below for more information.

https://www.mooveagency.com/web-development/ssl-certificates-seo-rankings/

https://moz.com/search-ranking-factors/correlations

https://developers.google.com/search/blog/2014/08/https-as-ranking-signal

https://www.sangfroidwebdesign.com/search-engine-optimization-seo/google-https-ranking/

Are you a vendor, resource, or partner?

By: Sydney Richter

Take a moment to examine your business relationships. If you’re not satisfied, maybe you’re paying for a partner and receiving vendor services. Or maybe you are looking for a deeper, lasting relationship.

At BWJ, our philosophy is not to simply sell something, but to help solve problems.

Client relationships differ for a variety of reasons, depending on the client’s needs and resources. These relationships can be loosely categorized into three types: vendor, resource, and partner.

Vendor

A vendor-client relationship focuses on a specific resource, or service, rather than in-depth expertise or strategy. A vendor is simply based on selling something or achieving a goal within a certain amount of time. The main objective of a vendor is to sell a product, service, or technology, typically described in a contract.

As a client, you are often responsible for monitoring your own performance, and communication with a vendor is often very limited. A vendor constricts conversations to business exchanges and does not allow for exploration. Being a vendor often leaves talent and expertise unused.

Maybe a vendor relationship is all you want, but here is why this type of relationship might not be your path to growth.

Resource

If you’re looking to get the full value of expertise and knowledge, you need a resource or partner.

Hiring a resource allows for a deeper connection than hiring a vendor. When working with a resource, we offer our expertise and marketing skills and lay out a long-term plan of action.

When working with a resource, you gain access to their experience and industry insights. Resources help obtain long-term objectives by setting overarching goals. These types of relationships can be very valuable.

If you are looking to receive the full value of your marketing provider, look no further.

Like a resource, a partner brings all their knowledge and talent, and more. A partnership means that each company benefits from the others’ successes and is fully invested in their growth.

At BWJ, we don’t confine our relationships to a certain category; we are here to provide a solution for whatever your needs may be.

Our experience extends beyond creative and business services… we produce real, meaningful results. Deeply invested in our clients’ success, we’ll set your business up for growth. Reach out to us and we will compile a team of experts to create the perfect solution for you!

By: Sydney Richter

What’s the difference and what does your company need?

Let’s begin with the traditional definitions.

Public Relations has been defined as a strategic communication process that builds mutually beneficial relationships between organizations and their publics” by the Public Relations Society of America.

Marketing is the business of promoting and selling products and services, which includes research and advertising.

The goals for successful public relations include selling a product, brand, or person by establishing a favorable reputation with stakeholders and the public through two-way communications channels.

The goals for a marketing campaign include reaching target consumers and persuading them to make a purchase.

Longevity

PR is a long-term investment while marketing occurs over a relatively short period of time. Public Relations is most successful when given ample time to establish a brand voice and relationships between the media and your company.  On the other hand, both tactical and creative solutions to marketing problems can be solved at a faster pace. There is a common belief that PR is free, when in fact it is typically much more expensive; it involves a variety of communications channels over a long period of time.

Marketing can be labeled as a business investment; paid branded solutions which result in new customers and sales. Since PR is more related to the exposure around a brand, it is typically harder to measure ROI than it is for marketing. A change in beliefs or perception of a brand is more difficult to measure than an increase in sales or customers.

Who is your audience?

Public Relations is not limited to a specific audience, while marketing is most effective when targeting a certain segment of consumers. Marketing reaches both current and potential consumers, where PR focuses on maintaining relationships with stakeholders or anyone with an interest in the company, which is therefore a much broader audience.

How is your brand currently represented?

It is important to consider the digital presence of your brand and what areas need focus. Marketing and PR have varying capabilities in the digital space, and it is crucial to invest in what’s right for your business. For example, a Public Relations focus would involve press releases, strong two-way communications, or a social media presence, while a Marketing strategy could focus on SEO, advertising, or tactical solutions. Depending on your goals, we will help determine which path is right for you.

We are here to make sure your brand is properly represented, and your advertising strategy is unique to your goals.

At the end of the day, driving sales and improving people’s perception of a company go hand-in-hand. You cannot market your brand without PR, and you cannot do PR without marketing. A successful advertising strategy incorporates components of both Marketing and PR. Combining the two allows for greater reach across channels, consistent brand messaging, and optimized results.

At BWJ, we will recruit a team of experts specifically catered to your situation to drive real results and transform your impact.

By: Sydney Richter

Do you have a minute? Here, we are providing some quick tune-up tips that just might transform your company’s marketing strategy.

I have a website, what now?

One of the first things you should check is your website presence. Check out this resource by Hubspot:https://website.grader.com, it will grade your website on a variety of criteria and help lead you in the right direction of your personalized needs.

4 Things to Stay on Top Of

 Performance:

How is your website operating? If it is slow, customers will lose patience and quickly exit your site.

Mobile Responsive:

Nowadays, the majority of purchases are made on a mobile device. Make sure you are keeping up with the pace of the digital world and have a mobile-responsive site.

SEO:

There are so many opportunities to reach new audiences using SEO. We can help!

SSL/Security:

The most important aspect of your site its security. With our ever-changing world, you have to be prepared for the ups and downs and make sure your site is secure.

 T.O.M.A. (TOP OF MIND AWARENESS)

STAY TOP OF MIND

In the 70s, the magic frequency number was 3 (times)… today, we are constantly bombarded with input and messaging, and you must be able to stand out and be memorable.All businesses, especially local, need to stay at the top of your client/consumers’ mind.

How?

Create a database of your friends, associates, leads/prospects, and your clients. Stay in touch monthly with non-sales messaging. Everyone wants to buy, but no one wants to be sold. Be a resource, not a vendor.

Email Marketing

Content creation for your website and social media is a great way to attract new customers. Provide them with unique articles with substance, using true and updated industry information. Google loves this, which will keep your website and ranking relevant amongst competitors.

DO NOT SPAM THEM WITH SALES

Instead, present them with relevant content and a simple “brought to you by”. Customers are our friends, neighbors, associates, etc. Treat them accordingly, and they will be your billboard ambassadors. Contact us to set up your next email marketing campaign!

Conscious Consumers: Quick Stats

Now, more than ever, people are shopping with purpose. Make sure you are properly representing your values and sharing that with your consumers.

• 78% of consumers would tell others to buy from a purpose-driven company and 68% are more willing to share content with their social networks over that of traditional companies.¹
• Almost 60% of Americans said last year that they would “choose, switch, avoid or boycott” a brand based on its stand on societal issues, compared to 47% in 2017.²
• 2 in 3 consumers will pay more for products and services from brands that are committed to making a positive social impact.³

If you become involved in your community, large corporations cannot compete with you here. Reach out to local groups and organizations and become a familiar community voice.

Social Media

What are you waiting for? Just do it already! Then delegate it to someone who ENJOYS it. 2-3 posts a week will keep you relevant on all social platforms.

Quick Social Media Stats:

There are 3.78 billion social media users worldwide in 2021 –this number is only going to continue growing over the next few years.⁴

For many users, social media is part of their daily routine. Seven-in-ten Facebook users – and six-in-ten Instagram and Snapchat users – visit these sites at least once a day.⁵

NOW GET OUT THERE & MAKE A DIFFERENCE! 

Now that you know what to lookout for, contact us at 215.378.5928, or via email at Blair@bwjcreates.com for a customized solution.

Sources:

1. https://www.conecomm.com/research-blog/2018-purpose-study
2. https://www.wsj.com/articles/are-your-jeans-red-or-blue-shopping-americas-partisan-divide-11574185777
3. https://nielseniq.com/global/en/about-us/
4. https://www.oberlo.com/statistics/how-many-people-use-social-media
5. https://www.pewresearch.org/internet/fact-sheet/social-media/

By: Sydney Richter

Take a few moments to browse your website. Is your information outdated? If it’s been more than 3 years since you’ve touched it, it might need a refresh. Here are 5 things to consider as you’re looking to refresh your site.

What is your first impression?

Now, more than ever, your website appearance is crucial. A web presence has always been important, but in our post-pandemic world, it is imperative to have a secure, up-to-date website. You want to represent yourself properly and avoid losing customers or potential sales. Your website needs to generate leads. If you’ve noticed a decline in your website traffic, this is for you.

A unique user experience is important, and at BWJ, we provide customized user experiences for your website and beyond. In order to attract new visitors, a website upgrade may be what you need. Here are some clues your website needs a makeover.

Is your site updated + secure?

If your content is outdated, including recent images, you could use our professional team to help modernize your site. Keeping your information updated will ensure you don’t lose business.

In addition, your security is crucial. We will ensure your website is up-to-date with the best technology to keep your internet connection secure and safeguard any sensitive data.

Is it mobile-friendly?

 Check out your website on your phone to ensure it is as responsive as your desktop computer. Double-check menus, links, and images. Is everything up to speed?

This past year, mobile traffic has surpassed most devices. The majority of e-commerce sales now come from purchases made on mobile devices. If your mobile website is unresponsive and doesn’t scale properly to mobile devices, it will create frustrated visitors and cause you to lose potential customers. Clean up your mobile website so your customers can easily navigate your website, browse your product, and inquire about services.

Are you optimizing Google Algorithms/SEO?

Make sure you are taking full advantage of your website as a marketing channel. Improving the SEO, or Search Engine Optimization, of your website will increase your organic presence. BWJ can help establish your voice in the market…some new SEO technology might shock you. For example, Google algorithms like Panda and Penguin will evaluate and rank websites based on factors like their content and link profiles. Consult with us to optimize your website SEO strategy and attract new consumers.

How is your brand represented?

Have you heard of scrollytelling? We will introduce you to the latest storytelling trends, ensuring your business is keeping up with our fast-paced digital world. Using scrolling as a natural way to portray a story is one of the many capabilities of a website. Smart storytelling is important to establish your business and make a great impression.

These are a few questions to ask yourself if you are considering a website overhaul. BWJ has affordable, customizable solutions to meet your budget and more importantly set your business up for success! Email us to set up a free analysis and brainstorm!

By: Sydney Richter

Are you trying to grow your business but don’t have the time? Not getting results from your current marketing campaign? Do you have a team dedicated to your marketing? You might be wasting resources if you do not have an effective marketing strategy in place.

Outsourcing your marketing may be the efficient and affordable solution to any business problem you might be facing. At BWJ, we assemble a team of specialists to provide a customized solution to your situation.

Time for a new marketing strategy?

If you are looking to grow your business, effective marketing is built on a strategy, and many businesses lack the in-house expertise to execute a successful campaign.

When it comes to marketing, you are facing three options: keep efforts in-house, outsource in full, or utilize a combination of the two. When you’ve relied on the same methods of advertising for years, it can be difficult to start new. We bring a fresh perspective to your problem and combine our creative and strategic capabilities to provide the best solution. Our marketing expertise will spark a conversation about your brand and utilize innovative and engaging technology to connect to your target audience.

You can count on us to fulfill specialized needs, even if you plan to outsource one or two aspects of your marketing. If you need a designer or are looking to build a SEO campaign, we are here to fill any gaps in your marketing or branding.

Benefits of Outsourced Marketing

Save time (and money!)

If your staff is too busy to manage marketing, outsourcing is your affordable alternative. As your business grows, so does your list of tasks. We have the time to build your brand and relieve the extra stress on your business. Instead of worrying about time-off, health benefits, and 401ks of an in-house marketing team, choose a more efficient option without overhead expenses.

Gain a fresh perspective

Our creative solutions might become the voice of your business. Using our enhanced understanding of audiences and behaviors, we see the big picture and know what it takes to grow your business. With a variety of resources and expertise available, we can ensure a successful campaign completely customized to your goals.

Shift from tactical to strategic solutions

While you might be spending extra time writing a blog post or posting on social media, it might not be the right method to achieve your goals. Without a strategy in place, your current marketing efforts may be useless. Use your time wisely with our help.

Achieve measurable ROI

You have just gotten an influx of new business… yay! Where did it come from? Can you repeat it? Outsourcing marketing makes it easier to measure your ROI, allowing you to determine the costs and return of your marketing investment.

Choose BWJ

We will recruit a custom team to build a strategy catered towards your business goals and current marketing activity. Our services include:

• Custom strategic planning
• Website/Digital Development
• Design/ Graphics/ Print Production
• Media Planning/ Buying
• Public Relations
• Search Engine Optimization
• Social Media
• Email Marketing
• Content Creation

Let us alleviate the pressure on your business. Whether it is a one-off project or a complete brand overhaul, we are here to help.