Many purchasers begin the purchase process online. Whether they end up making the final purchase online or in a store, the fact-finding and decision-making is often done on the Internet.

Most often the purchase process begins with a search engine, specifically Google.

For your Kelowna business, the importance of your business and products appearing in search engine listings cannot be overstated.  It is critical that your site is optimized for search engines so that relevant pages are listed in the search results.  This is known as organic search engine optimization.

It is important to realize that you can’t buy your way to the top of these organic listings.  Instead, relevant results naturally “float” to the top based on the content on the web page. Many businesses around the world and here in Kelowna aren’t prepared to put in the time and effort to optimize their web sites and instead choose to spend more money on a quick fix, purchasing paid listings on the search engine results page.

These listings always end up costing more in the medium-long term and simply aren’t as effective as organic listings drawing only 30% of clicks between them and an average of only 2% per ad!  However, when our advertising agency works with our Kelowna clients, we recommend this as a short term strategy if the site doesn’t rank organically for important keywords.

In Part 2, we'll look at what this means to Kelowna businesses.

George Clooney

EOnline.com, Sept. 13, 2009

"I'd rather have a rectal examination on live TV by a fellow with cold hands than have a Facebook page."

Having just read a book (Robopocalypse) about computers and machines ganging up on humanity and wreaking havoc, I have to say I can relate to the growing chasm between technology lovers and technology haters.  I'm not sure if the anger/hatred is really about what Facebook, Twitter, iPhones, Google Maps, etc. stand for.  I mean, people still talked, liked what other people said, stuck pins on a map 100 years ago, right?

Basically, I think some people simply prefer old tools to new ones.  Fair enough.  Being an integrated marketing agency, our job is to effectively communicate using many different methods. The communications channels keep changing, as do the people who fall in love with this channel or that channel.  While the essence of the message remains very much the same, each channel (and their fanboys/girls) likes it customized.  Also, each channel has inherent strengths and weaknesses.

Example

Ballistic Beach Balls Inc. wants to promote their balls.

On your website, you'd create a banner on the homepage which links to your product page(s).  You'd also write a blog post that talks about the Beach Ball Sales Event - what it's all about, what makes Ballistic balls so great, and what's up for grabs with your contests, etc.  Think of your website as your digital homebase.  Your other marketing channels should somehow point back home.

In the Newspaper, you'd run a Ballistic Ball Sales Event (including a "signup at www.ballistic.com" or something)

On the Radio, you'd announce your Ballistic Balls Sales Event (including a "learn more at www.ballistic.com" or something)

On Facebook, you'd run a contest for fans to submit there funniest "beach ball" photos.  Winner gets a new Ballistic Beach Ball. (Easy/fun contests get talked about can really take off on Facebook.)

On Twitter, you'd post a link to a crazy YouTube video showing Ernie the sealion playing with 3 beach balls.  Your little button or promo appears at the end. (Funny videos get passed or "Retweeted" pretty often, which is great word of mouth)

In an email, you'd briefly mention all of the above, and provide links so people can follow-up with their preferred communications channels.

In person, you'd tell people about the crazy sealion video and have a laugh, or "Hey, you (or your kids) should enter our Facebook contest!" People don't need a strategy with their friends, they simply share stuff they like.  It's that simple.

On the phone with a reseller, you'd share the awesome stuff you're doing to promote Ballistic Beach Balls which should drive demand - aka, better order a 1000 cuz they'll be popular this summer.

At an event, you'd get your friend George Clooney (or an Okanagan Sun player) to endorse your beach balls, while announcing that your company is donating 100 to Kelowna General Hospital children's ward.

In the local press, you'd submit a story using content from all of the above.  Maybe you'd get free newspaper, radio, or TV coverage... who knows?

On the internet, you'd share your knowledge on other sites, and online communities, promoting your product while being genuine and not a selfish spammer.

Okay, okay... enough!  This is way oversimplified, but you get the idea.  Each channel is treated differently, but they all integrate with each other.

Moral of the Story: Do your customers hate Facebook (or whatever channel) as much as you do?  Lucky! Stick with what works, but it could change pretty fast so keep your eyes peeled. Do your customers love a communications channel that you hate?  Your business is going to suffer, unless you adapt.  Find someone that "gets it" and let them run that part of your business.

Other Famous Technophobes & Haters

President Barack Obama
_{Hampton University commencement speech, May 10, 2010}

"With iPods and iPads and Xboxes and Playstations - none of which I know how to work - information becomes a distraction, a diversion, a form of entertainment, rather than a tool of empowerment, rather than the means of emancipation."

Keira Knightley
_{Daily Telegraph, Apr 13, 2009}

"I hate the Internet. I find it dehumanizing to constantly check e-mails or social sites which have become so fashionable."

Prince
_{Daily Mirror, May 7, 2010}

"All these computers and digital gadgets are no good. They just fill your head with numbers, and that can't be good for you."

Ray Bradbury
_{Los Angeles Times, Aug. 16, 2010}

"We have too many cell phones. We've got to get rid of those machines. We have too many machines now.

Edward Albee
_{Vice, Dec. 2010}

"I walk along the streets of New York and I find people bumping into each other, bumping into things, and they have these things in their ears or in their face. They're not seeing anything of the real world."

Jack White
_{NME.com, Apr. 6, 2010}

"In my head, I'm still living and working as if there is no Internet and treat it as a nuisance."

Drew Barrymore
_{Nylon, Aug. 2010}

"Ironically, with all this 'We're now more connected than ever with technology,' I don't think we've ever been farther apart."

It's been a very busy Q2 and Q3 at Twin Creek Media.

As a Kelowna marketing agency with a special focus on internet marketing and web design, we never seem to be able to breathe long enough to update our portfolio with new launches and interesting case studies.  In this project update, we'll give a taste of what the team at Twin Creek Media has been doing over the last 6 months.  (We can't tell you all the goodies though... our clients don't want us to spill the beans about their new competitive advantages and we have trade secrets to keep!)  You'll just have to hire us to reap the rewards of an integrated marketing campaign.

We have been creating new brand identities, database-driven websites, corporate brochures, direct mail pieces, running radio campaigns, shooting videos, building blogs, and driving web traffic through email marketing, search engine optimization and pay per click tactics like Google Adwords and Facebook Ads.  Just one item in that list is powerful, but done together, business goals are targeted with a type of marketing synergy that is amazing to watch.

A Sample of Completed Projects

Okanagan Regional Library

Completely redesigned website, photography, animation, print materials, and Facebook and Twitter efforts lead to many people to rediscover the library's relevance in the 21st century | Name the Marmot Contest big hit with 3000+ kids (and their parents!)

Canadian Association of Home and Property Inspectors

Promotional videos and unique email marketing campaigns draw people to national conference at the Delta Grand Okanagan

Case Furniture Gallery

Online contests builds brand awareness & drives retail store walk ins | Local media get VIP treatment at private event

Quantech Software

Online industry survey reveals what customers really want | Targeted email marketing campaign generates many new leads

SJF Sports

Internet marketing strategy leads to blog and intense social media campaign using Facebook and Twitter | Web traffic increased by 109.4% in 2 months

Our Okanagan

New Okanagan business networking website attracts 800+ new business/association sign ups | Employment, investment, and collaboration opportunities excite valley residents Watch the recent by Global/CHBC here.

The Greenery Garden Centre

Massive online photo contest creates a fun customer experience | web traffic soars with 600+ submissions & 3000+ votes

A Sample of Current Projects

Best Western Inn Kelowna

Search Engine Marketing Analysis reveals what Google thinks |Internet marketing campaign begins to take a leading brand higher than ever

Quantech Software

SEO and Website Usability Score Cards uncover the missing ingredients that will turn "tire kickers" into buyers | Web development focuses on amazing user friendly site which supports Sales & Marketing Dept's goals

Impact Radio Accessories

Continued magazine ad design, catalogue, and eCommerce website improvements assist in great sales performance for 2010 | Work done over the last 4 years spur on international expansion

Clement Turf Farms

Strategic research and industry surveys get to the heart of exactly how where the new revenue opportunities lie | Integrated marketing campaign underway involving both digital and traditional marketing tactics

Okanagan College - Green Business Awards

Easy to use Wordpress blog-style website will help students organize and promote the local Green Business Awards competition

We're pulling back the curtains today to show how our Kelowna SEO company gets results. SEO stands for Search Engine Optimization and is part of a larger topic called Search Engine Marketing (SEM) which the art and science of promoting a website on the internet through organic (unpaid) efforts, which is SEO, and paid efforts, like Pay Per Click (PPC) campaigns.  But we're getting ahead of ourselves.  Let's rewind.

The world wide web is a big place. In fact there are around 110 Million websites in the big ol' WWW. It's pretty easy for your website to get lost in the mix.  A website is more or less pointless if no one is finding it. Web traffic is the life blood of many businesses (yes, even bricks and mortar!)  About 80% of people search for what they want on the web using Google, Yahoo or Bing.  As a business owner or marketing director, your job is to make sure that people searching for your products and services find your website.  Sounds simple, right?

Do a quick Google search for "kelowna marketing firm" and you'll see us near the top. We're actually No.1 right now, but things swap around a bit at the top of the pile. Also understand that we are in the organic (free) listings - these get clicked on about 77% of the time vs. the paid ads like the ones on the lilac background.

Business people are getting more familiar with internet marketing now, so you've probably heard of the term SEO which stands for Search Engine Optimization.  SEO encompasses a variety of different techniques, unique to the individual client, that will help them rank higher on Google and other Search Engines.  Then when people are searching for things like "kelowna bike store" or "best coffee shop" or "RV dealership software" your website will appear in the search engine results pages, called SERP's.  Page one is where you'll want to be - only 1 in 5 people ever look past page one.

At Twin Creek Media we work hard to make sure that our clients' websites are ranking high for the words that potential customers are searching for. The tricky thing about SEO is that Google and other search engines like to keep their ranking algorithms secret, so while we generally know how to kick butt out there, the rules are constantly changing.  Plus, you can't fix something unless you know what's broken.  This is why we measure a website's current performance first before jumping into making changes.  Twin Creek Media's SEO Score Card and Website Usability Score Cards will cost a business about $900 each.  About 90% of our clients choose to do our Score Cards first. It's surprising how many so called "experts" don't care to do this!  If you're talking with an Kelowna SEO firm, make sure you ask about baseline measurement and SEO analysis. 

Think about it like this: if your car is making "squeaking" sounds and you bring it in to the shop, would you rather the mechanic inspect it first and fix the source of the problem, or just randomly put on new tires, brakes, muffler, and fan belts "cuz it's gotta be one of those things..."?

Check out the image below and you'll see the numbers from Google Analytics for a month over month comparison.  We pulled the data today for a few of our websites that we manage... you'll see most are receiving more visitors this month compared to last month.  Not all of the news is good.  Those of you that understand web analytics will see that some the Bounce Rates are high and Time On Site is less than ideal.  Hey, we're not perfect, but we're not trying to hide anything either.  Note: The site names are blurred out for privacy reasons.  You'll also notice two of the sites are receiving very low monthly traffic... those are actually single pages, not full websites, that we're tracking but not currently promoting right now.We make continuous improvements based on the data.  SEO is an ongoing challenge.  It doesn't ever end. Translation: when you're budgeting, internet marketing & SEO should be planned as a monthly investment.

Bottom line?  Twin Creek Media will measure, improve, and grow your website's traffic. Tip: Traffic is great but the work isn't over.  Are the visitors high quality?  Do they match your customer profile?  Once all those people land on your site do they find what they're looking for?  Do they buy?  Do they sign up?  Do they fill out your form?  Do they phone?  What we're talking about now is page conversion - a topic for another time!

Contact us to find out more about our Kelowna SEO services: 250-762-4001

Check out this cool infographic about the inside workings of how Google works. This infographic came from PPC blog, visit their website by clicking here.

Have you ever been interested in how big Google's data centers are? Or how about what happens when you tweet or write a new blog post? Or just how much Google can accomplish in a second? All of those questions will be answered below!

Infographic by PPC Blog

Social Media Marketing is complex, ever-changing beastly nightmare. Right?

It's time to push fear aside and meet the beauty underneath the beast. Social Media doesn't have to be scary. With a little learning, the right partners to help along the way, and a genuine desire to connect with others, you'll be one of the "elite" in no time.

Our Social Media 101 Reference Card covers many common questions such as...

• What is social media all about?
• How can social media tools be used for business?
• Where do I start?
• What is a social media footprint, and why is it important?
• What should I say on Facebook, Twitter, etc.? I'm stuck!
• What tools are the best to get my brand out there?
• What tools are the best to drive traffic to my website?
• How can social media help rank our site higher on Google?
• Includes software/application comparison chart from CMO.com!

by James Shaw, Creative Director / Owner, Twin Creek Media

There is no shortage of terrible websites clogging up the filter of the world wide web these days.  I really don't mind bad websites if they have no real serious intentions - say, someone's collection of out of focus photos, or a personal blog about insects.  But a company's website is serious business.  And it's a crime to waste a great opportunity to gain more customers and earn more revenue on poor execution and poor follow through.

Let's address the TOP 12 reasons why your company's or association's website is useless:

1. Not listed or not on page 1 in Google (or other search engines or web directories).  80+% of EVERYTHING begins as a search, and not many people bother clicking past the first page of Google.  SEO/SEM is critical.
2. Out of date information (last updated in 2003?)
3. Hard to use navigation (people are dazed and confused)
4. Primitive & ugly design (inconsistent colours, fonts, styles)
5. No engaging content (if your site is nothing more than a copy/pasted brochure, you're in trouble!)
6. No calls to action (what specifically do you want your visitors to do?  If you don't tell them, don't expect any action. Eg. getting tons of hits but no conversion?  Hmm...)
7. Your internet marketing is not INTEGRATED with your overall marketing of your business/association.  (Hint: your web "guy" and your print "girl" are probably working in a vacuum.  Twin Creek Media is one of the only truly integrated marketing firms in the Okanagan.)
8. There is no regular promotion of the website.  Eg. email marketing campaign connecting with your target audience and driving web traffic back to your website, or direct mail piece with a web offer.
9. The copy writing is boring, too long or too short, duplicated, irrelevant and not optimized for Search Engines.
10. You don't view your website as a powerful member of your Sales and Marketing Team. (websites don't get sick or take vacation days and can generate a steady stream of qualified leads or even sell your products for your business or assocation... in other words your website is a worker, not just another marketing channel)
11. Your site is not utilizing the latest technology: blogs, online PR, social networking, viral video, etc. (you don't need to know all the latest technology, just get to know someone that does, and ask him/her if one of the latest online fads is a good fit for you.)
12. Nobody is visiting!  Nothing matters more than traffic, and even a $100,000 site is going to crash and burn without a launch strategy and ongoing promotion.

Okay, so useless may be a strong word.  But your site definitely won't be as effective as it could be if you're not paying attention to the points above.  We've witnessed sites go from ZERO to HERO in a matter of months by focusing on the missing ingredients - we're talking web traffic gains of 400%.

Who would you hire to redesign your company's site?

a) an artist
b) a programmer
c) a strategic marketer

Trick question actually.  If you thought, "all", you got it right.

The reason is the proper web development is both an art and science, and surprisingly a lot of each.