social media marketing
corporate online branding

There is Only One Web

by Steve Heideman on March 25, 2014

responsive_webMany potential clients who come to us at Mint Social talk about wanting to launch a new “mobile website” and create a strategy for the “mobile web”.  According to a 2012 study by google smartphones have the highest number of daily user interactions compared to tablets  ,desktops and laptops.   With the increased reliance of smartphones and tablets to accomplish tasks,  smart businesses know that they must deliver their content in a mobile and tablet friendly user experience to stay competitive.

The error that many businesses make is that they silo their content delivery by creating one mobile website, one desktop  website and even a tablet website to communicate the value of their products, services and brands to consumers.  This creates 3 times the maintenance cost, 3 times the publishing effort and 3 times the headaches when things go wrong.  The truth is that there is not a mobile web and a tablet web and a PC web, there is only one web. Savvy companies are increasingly tapping into this truth and deploying a fresh web content delivery strategy known as responsive design.

According to smashing magazine, responsive Web design is the approach that suggests that design and development should respond to the user’s behavior and environment based on screen size, platform and orientation. The practice consists of a mix of flexible grids and layouts, images and an intelligent use of CSS media queries. As the user switches from their laptop to iPad, the website should automatically switch to accommodate for resolution, image size and scripting abilities. In other words, the website should have the technology to automatically respond to the user’s preferences. This would eliminate the need for a different design and development phase for each new gadget on the market.

While there are a myriad of reasons to consider updating your web presence with a responsive framework, here are a few of the most compelling:

  1. Google says so. In 2012, Google recommended that websites employ a responsive framework because their bots only have one url to crawl making it much easier for them to find and index your content.
  2. One website—One search strategy.  Rather than taking the risk of search engines thinking your mobile site is “duplicate content” you have one page and one set of meta data to build your SEO strategy around.  This boosts the weight of your links.
  3. Increase eyeballs by reducing bounce rate. Here are some stats for you to consider.
    1. 28% of all internet traffic was on mobile devices in 2013 and it expected to eclipse desktop searches by the end of 2015.
    2. 61% of users come back to google to search a site that is easy to read.
    3. 90% of people are switching to multiple screens to browse the internet.
  4. Long term Resource savings. While it can be a little more resource intensive up front, designing your web strategy around a responsive framework can save you boat loads of time and money over the life of the website. 
  5. Easier to integrate the Social web.  Since the majority of people access their social media apps such as  facebook , twitter and Instagram via their smartphones, making your content easy to share on these devices can boost your social marketing ROI.

Adding this all up it leads to a compelling case to consider a responsive redesign in your web strategy for 2014.


Get Disruptive with Your Sales Force Using Linkedin

by Matthew O'Brien on January 21, 2014

lead generation with Linkedin

All right, my first video blog hangout on a solo basis for 2014 and the new features in Google Hangouts make it easy to hangout and record solo!

Today’s topic is about personal branding, and specifically, enabling your sales team and sales force, whether it’s a force of 1, 5, 10 or 100+, into lead generation beacons of your brand, and most importantly, a way to deliver qualified leads through social media. Also, think of it as building a database for your business.

Social media is really an indirect way to build a database. When you get into tools like LinkedIn, it’s actually a direct way to build your prospect database. LinkedIn contacts can be added into a follow up sequence and a nurture campaign. But most importantly, the point of enabling your sales force is to do the things for them that they typically get in the way of doing for themselves. If we can create a process of turning your sales force into automation sales tool, leveraging their LinkedIn network, however big and small it is, for distributing educational, informative content that indirectly promotes your brand. But most importantly, identifying prospects for your company.

Sounds easy? Well, it really is. It’s nothing more than getting back to having a messaging strategy for your business.

At Mint Social we feel that the rule of five is the best way to get started. Think of it in terms of this, there are ideally five pages on your website that prospects are most interested in. Those five pages are your top products and/or services that your company offers.

Next, we’re going to develop a marketing campaign, with multiple headlines to capture prospective clients attention. These headlines are either:

  1. Evergreen topics- meaning that these topics are non-seasonal and are relevant throughout the 365 days of a year
  2. Seasonal topics – think of it in terms of quarters. and how should our messaging change as we go from spring, summer, winter, fall?
  3. Maybe it’s seasonal but event/date specific.

Between these two things, the next thing we want to do is look at your sales force. Is your sales team positioned as  jacks of all trades and masters of none, or are they specific in a niche area? Are these niches aligned with those top five call-to-action landing pages on your site that are talking about your specific products or services?

In an ideal world, we would look at taking your sales force and dividing them up, possibly through those five products or more, and making them experts in certain areas of your business. Then we develop a messaging strategy which updates their LinkedIn profiles while indirectly updating each sales person’s network with educational, informative, and non-pitchy content that ties in your brand with the headlines your prospects say;

“Hmm, I need to learn more about this?”

By simply being a LinkedIn connection with your sales force, you are growing the reach of your marketing message to a targeted audience.

A good rule for your sales team is, whenever they meet someone new, whether it’s virtually online or face-to-face, pressing the flesh, make sure that they add these contacts into their LinkedIn database, and through that we can develop marketing strategies which will nurture their prospect lists in LinkedIn while implementing a good plan for bringing in new business through your sales force.

Hope this was helpful. If you have any questions, you can go to, or you can reach out to me on Google Plus /+MatthewOBrien.


Maximizing Productivity with The Can’t Do List

October 2, 2013

The word “can’t” can be a motivator. Have you ever told a child they can’t do something? Relentless pursuit of what they can’t have or do typically follows. Remember when we were told not to stare into the sun or it will burn our eyes? Did you end up doing it anyways? I had to […]

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Is Your Personal Brand Making a Good First Impression in Social Media?

September 24, 2013

One would think that by now we are well versed in social media, from activating new profiles and building our network. What you may not be aware of is that your first impression on a social network or mobile app happens sooner than you may think. Bad First Impressions in Seconds (No Click Required) How […]

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New Facebook ‘Bumping’ Opens Opportunities in Social Media SEO

August 21, 2013

Ever wonder why you see what you see in your Facebook feed? Why you see status updates from certain brands and certain friends, and newer stories compared to updates from the previous night? It’s all part of Facebook’s use of its algorithms to ‘deliver the right content to the right people at the right time’. […]

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Get Hyper-local to Grow Your Business Online (Locally, Nationally and Globally)

August 4, 2013

Where the physical location of your business is has never been more important in the eyes of search engines. Have you noticed that Google Maps and Google Places have now been integrated into Google Plus. We are patiently waiting for the release of the new dashboard which will combine Google Places with Google Plus. Currently […]

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The Content Marketing Wheel for Social, Mobile and Search Marketing ROI

June 17, 2013

What are the most effective ways to do content marketing? Mint Social has found that leveraging multi-media content marketing campaigns, we call it The Content Wheel, is the most effective way for deploying ongoing content marketing strategies. Content creation continues to be a challenge for most businesses and The Content Wheel helps to increase your […]

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Stretch and Work Your Core to Business Marketing Success

June 4, 2013

It seems as I get older, I find that there is more requirement in not only working my core, but also, stretching (as painful as it is). When this is applied to businesses, there is that core set of services (the foundation of what a business does), or how it’s being run, that you need […]

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Content Marketing – Content Ideas from Your Internal Team with Google Hangouts

May 7, 2013

Matt O’Brien: All right. We are live. Here we are with some of the Mint Social team having a Google Hangout. Today’s topic, we’re going to talk about content ideas using your internal team. We all know that content can be challenging and sometimes we need a little creativity. We’re going to add some creativity […]

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