Feed from Overland Agency | Interactive Advertising Agency - Award Winning Web Development & Mobile Applications - Business Journal Columns

Business Journal Columns

Mon, 28 Dec 2009 12:12:51 GMT

The Overland Agency CEO and Executive Creative Director, Arve Overland, and VP of Strategic Planning, Greg Tozian are co-writing a monthly column for the Portland Business Journal (www.bizjournals.com/portland). The column, which debuted in the July 11th issue of the regional business newspaper, features strategies and “how-to’s” for developing and maintaining a successful online business presence.

Our goal for the monthly column is to help companies take an objective look at in-depth topics such as search engine optimization and search marketing, user conversion to leads and sales, navigation, analytics, brand effectiveness online, and more to help businesses build a better understanding of what defines success in the digital world, and to get real, actionable ideas to start strategizing and implementing better online business models.

Note: You may read the full column published in the business journal a few weeks after its publication, provided in the links below. Before then, a paid subscription is required to view the entire article on the Portland Business Journal's website.

Column 1: July 11, 2008, Checklist can help evaluate your company's website

Column 2: August 8, 2008, Search engine optimization, while complex, brings big benefits

Column 3: October 3, 2008, For small companies, pay-per-click levels the playing field

Column 4: October 24, 2008, Start planning 2009's online strategy today

Column 5: December 5, 2008, Drive Sales on your Web site with these five simple steps

Column 6: February 6, 2009, Keep Websites relevant with a content management system

Column 7: February 27, 2009, Web videos now one of the most proven marketing tools

Column 8: April 3, 2009, Don't turn your website into a weapon of mass confusion

Column 9: June 26, 2009, Say 'yes' to Twitter, Facebook, and YouTube and build sales

Column 10: November 20, 2009, Not Every Company Needs an iPhone App

Start planning 2009's online strategy today

Mon, 27 Oct 2008 11:46:56 GMT

Given the slow economy, getting your message out is more important than ever. So take a moment to consider your Web strategy for 2009.

Whether you work in a small- or medium-sized businesses, we know you need to generate leads for ’09.

With the economic squeeze, the lower relative cost of online marketing makes it a great option. With the Web you can increase opportunities without greatly expanding your budget. But to do that you must plan.

Before you start, we recommend you read our column in the July Business Journal: the “checklist” for a sound Web site. Our second column on search engine optimization gives additional tips.

Note: You may read the full column published in the business journal a few weeks after its publication, provided in the link below. Before then, a paid subscription is required to view the entire article on the Portland Business Journal's website.

Read the full column at Portland Business Journal

For small companies, pay-per-click levels the playing field

Thu, 27 Aug 2009 09:58:35 GMT

Last month, we examined search engine optimization. This month, we raise the hood on pay-per-click advertising on the Internet.

Pay-per-click has been touted as an affordable way for smaller companies with modest budgets to level the marketing playing field with large companies. In fact, any business that wants to conduct e-commerce, or generate leads for products and services online, may find profit in paid search. Whether you want to reach a national or global audience, or just expand your business locally, it can be highly effective in attracting critical traffic to your Web site.

Remember that pay-per-click advertising is not “push” media, like radio and TV spots delivered to people who may or may not be interested in your offerings. It serves highly focused ads to people who are actively looking to buy what you have to sell, and you only pay for visitors to your Web site, not viewers of your ad. With pay-per-click, your ad dollars can show a higher rate of return than other advertising media.

And in Oregon, there’s opportunity for a wide variety of companies to leverage paid-search.

Note: You may read the full column published in the business journal a few weeks after its publication, provided in the link below. Before then, a paid subscription is required to view the entire article on the Portland Business Journal's website.

Read the full column at Portland Business Journal

Checklist can help evaluate your company's website

Mon, 27 Oct 2008 11:45:20 GMT

If you don't understand the needs of customers, your online presence will suffer

Starting a column on digital marketing begs the question,"Where to begin?" Most businesses have a poor understanding of how to maintain and execute a sound online business model. We feel the best way to begin is with an objectively critical look at your company's Web site.

Getting a grip on what's wrong (and right) with your site is daunting, whether you are a two-person shop, a 50-employee business, or a giant such as Nike or Intel.There are many factors to consider when creating a Web site that will effectively serve all stakeholders: customers and clients (potential and current), vendor partners, employees, job seekers and the media.

First, you must step back, look at the bigger picture, and see how each element of the Web site works with the others to form a business-worthy whole. Enter our simple checklist. When you know what to look for, you can better plan (and budget money and resources) to make improvements.

Read the full column at Portland Business Journal

Search engine optimization, while complex, brings big benefits

Thu, 27 Aug 2009 09:59:41 GMT

How to make green by going organic

Statistics show that up to 80 percent of all Internet traffic starts on a search engine such as Google, Yahoo!, or MSN. And many studies in recent years also show that search delivers lower costs per lead than direct mail and other traditional media. It is therefore no wonder that search visibility on the Internet is vital for any business, particularly smaller ones with limited marketing budgets.

When potential customers search for products and services you provide, having a high rating in SEO can generate increased business opportunities. If your website is set up to convert visitors (a column on conversion is coming in two months) it can spur leads or direct sales.

Search marketing is often divided into two areas: organic search engine optimization (SEO) and paid search (to be covered in our next column).

Note: You may read the full column published in the business journal a few weeks after its publication, provided in the link below. Before then, a paid subscription is required to view the entire article on the Portland Business Journal's website.

Read the full column at Portland Business Journal

Keep Websites relevant with a content management system

Thu, 27 Aug 2009 09:53:32 GMT

The business world’s rapid pace requires a Web site that can change ‘on a dime’

You wouldn’t keep a sales person who isn’t flexible enough to change her pitch to reflect market changes and your company’s fluctuating needs. There’s no reason to have a Web site that isn’t agile enough to do the same.

With customer needs shifting, new markets opening, the economy swinging, and introductions of new products and services — you need to be able to change the content of your Web site on a dime. People who are clueless about computer programming should be able to implement changes quickly.

A content management system (CMS) makes that possible. Every company should have one.

The preferred scenario allows employees with no HTML or other Web-coding experience to add, edit and delete text, images, video and sound quickly and easily.

Read the full column at Portland Business Journal

Web videos now one of the most proven marketing tools

Mon, 02 Mar 2009 10:12:25 GMT

Budget a few thousand dollars per minute of screen time

When BtoB magazine did its annual “marketer priorities and plans” survey late last year, the findings were predictable. Most companies chose to trim “traditional” marketing budgets for 2009, but are dramatically boosting Web-related spending (66 percent on average). Online video was one strategy identified as a leverage point for attracting new customers this year.

Another survey (Knowledge Storm/Universal McCann) of 5,300 business-to-business professionals showed 63 percent access online videos at least weekly for vital information. We’re not talking goldbricking employees laughing over sports bloopers, but millions watching videos regularly to make better business decisions and purchases.

Web video convinces

Ounce-for-ounce there isn’t a more compelling or convincing marketing form — besides face-to-face presentations — than video. Video is where you can see and hear people demonstrate products and services, and where you can hear satisfied customers endorse companies. With video you can tell a story about what you believe and can educate target audiences on benefits. You can make a pitch in a truly convincing manner, and create drama and emotional involvement.

Web video is flexible

Until fairly recently, selling with video meant producing and distributing tapes or DVDs, or buying expensive TV spots, with costs quickly escalating out reach. Today, thanks to the Internet, a company with a million dollars in annual sales has as much opportunity to tell a story online as a company with billion-dollar revenues. You may not have a big budget, but the opportunity exists to create something memorable.

Read the full column at Portland Business Journal

Drive sales on your Web site with these five simple steps

Fri, 20 Mar 2009 14:06:55 GMT

Keep it short, use simple language, and focus on action

Everyone’s heard the adage, “A man who represents himself in court has a fool for a client.” To a large degree the same wisdom describes companies that write copy for their own Web sites.

If it isn’t exactly foolish, it’s at least ill-advised. Copy drives consumer action and improves your search rankings. Writing it takes a particular set of skills.

Yet, somehow, business people who wouldn’t dream of taking the photos for their company’s magazine ads will calmly state, “We write our own Web content.”

Web sites, when written well, are deceptively simple. Web copy has to be brief, direct, and created to motivate visitor behavior. That takes a deep understanding of a brand and knowing the best way to drive action and get return on investment.

The copy must also be compelling — in other words, it’s a job for a professional.

However, that’s different than a hands-off approach. You know your business. Here are some pointers to help you work with a professional to improve your site.

Note: You may read the full column published in the business journal a few weeks after its publication, provided in the link below. Before then, a paid subscription is required to view the entire article on the Portland Business Journal's website.

Read the full column at Portland Business Journal

Don't turn your website into a weapon of mass confusion

Mon, 06 Apr 2009 16:26:05 GMT

If we made a list of mistakes companies make with their corporate Web site, near the top would be creating a site for their company instead of their customers. For instance, here’s an all-too-common scenario:

1. Company C-level dictates a Web site update to keep pace with the competition.

2. Marketing contacts a designer to bring the site look and feel up-to-date.

3. The company tells the designer who they are and what they do.

Say ‘yes’ to Twitter, Facebook and YouTube and build sales

Thu, 27 Aug 2009 09:49:46 GMT

A recent study shows that 85 percent of Americans believe companies should use social media sites such as Facebook, Twitter and YouTube. The phenomenon has inevitably created countless social media “experts” who claim to have the secret sauce that will build brand awareness and profits by Twittering.

To all this hubbub we say, “Not so fast.”

Even though social media and the “conversations” they spark can benefit a range of businesses, you should be wary of claims that a consultant can supercharge your business using social media.

It’s a new communication channel, and we’re all learning as we go. But one thing’s certain: It presents fantastic opportunities, and ignoring it can be a grave mistake.

Not Every Company Needs an iPhone App

Mon, 28 Dec 2009 12:15:05 GMT

The latest gold rush in marketing, hands down, concerns mobile applications (apps, for short).

Whether you carry an iPhone, BlackBerry, Pre, Droid, or a Windows Mobile device, mobile apps can help you do business more quickly and efficiently. The latest wrinkle, of course, is that marketers and Web developers are telling companies of all sizes they need to create a mobile app to promote their business.

While it’s true most business people can benefit from having apps on their handheld device, whether a company needs an app is a more complicated question.

Read the full column at Portland Business Journal