Technological Advances in Design and Marketing

September 20, 2011

I recently went to an NKBA Chapter meeting where one of the most technologically advanced ovens was featured.  Although I have been dubbed by many a “technology guru”, I was agog – it never dawned on me that I would ever be required to download software updates in order to cook a casserole.  But, apparently the future is now – calling Jane Jetson! (chuckle now if you’re old enough to get the reference)

The designers surrounding me (young and old alike) were not surprised.  Perhaps they had read about it, gotten the head’s up from their rep, seen it before or even anticipated this advancement.

And that’s what surprised me!  because many of these same designers seem to fear technology in their marketing efforts.  Effective marketing means anticipating and keeping up with the latest technological trends and turning them into sales opportunities.  It was true of radio in the 1920s and 30s; TV in the 1940s and 50s; Internet advertising in the 1990s and 2000s; and the emerging mobile opportunities of today.

Your website is no longer enough of an edge.  SEO is confusing, difficult and expensive to corral and everyday new technology gives birth to new marketing opportunities… and all you want to do is design and build kitchens, bathroom and other living spaces.  The Kitchen & Bath Channel is your conduit to bridge the “marketing with technology” gap.  Our mission is to provide you, the kitchen and bath professional, with easy, cost effective marketing tools, utilizing the latest technology, marketing trends and industry knowledge to drive today’s customers to you.

If you will keep up with design technologies and trends, we will keep up with marketing technologies and trends!


Google and the Kitchen & Bath Channel

September 13, 2011

I will begin this blog posting with a suggestion… download and read the FREE book “Winning the Zero Moment of Truth” – It will change the way you look at your customers and therefore your marketing efforts.  If you need a preview, read some of my past postings.

To quote the book – “ZMOT is that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product or service (or potential boyfriend) you’re thinking about trying or buying. I’m sure you know what I mean — you probably do web searches like this every day.”

It goes on to say that “…it’s even more critical that you be available at ZMOT. It’s where people are going to find you today. You might be surprised to hear that 20% of searches across all Google properties are local. That’s not all: that number doubles to an amazing 40% for mobile searches.”

One of the most often asked questions of The Kitchen & Bath Channel is “why should I be on the app, shouldn’t I be more concerned about being found on Google?”  The short answer is both is better, but examine the facts.

To be found on Google:

  • You need to keep up with Google’s Algorithm changes; reportedly over 500 in 2010 – each affecting your SEO strategy
  • Outside SEO  firms understand the changes, but can cost from hundreds to thousands of dollars per month
  • Finding a legitimate SEO company can be challenging
  • If you can be found on among the top of the SERP (Search Engine Results Page), you are among the big boxes and large retailers
  • If you opt to take the Google AdWords approach, you are continually tweaking your ads, adjusting your keywords and watching your budget

With your subscription, the Kitchen & Bath Channel offers

  • an industry-specific mobile and online search tool
  • additional links and content to support your SEO efforts
  • ability to categorize your business by specific search criteria, helping to eliminate wasting time with customers that are not a good fit
  • zip code searches and instant geo-location from your mobile device
  • ability to showcase your work with video and images without leaving the app or website
  • affordable rates
  • industry-specific marketing knowledge, employing the latest technologies and trends, as they emerge
  • direct contact with consumers on the upcoming new consumer-oriented website (scheduled by 10/1/10)
  • marketing support via Facebook, Twitter, YouTube and Blogs
  • multi-level, multi-platform connections to today’s consumers
  • …and more advances in the works including couponing, instant interface with your social media accounts, enhanced profile listings, enhanced photo and video upload capabilities!  Do you have an idea?  The Kitchen & Bath Channel is ever-evolving, and as a tool to the kitchen & bath professional, you input is vital our collective successes!
If you are ready to join the mobile revolution and secure your place at the Zero Moment of Truth, follow the link.

SEO: Seemingly Endless Opinions?

November 27, 2010

SEO… Search Engine Optimization or Seemingly Endless Opinions.  I am looking for feedback, so please post liberally – not spam, but legitimate posts, with real insight!

This past week I was fortunate to have a conversation with a “best-selling author”, as he described himself, in the field of Search Engine Optimization. One of my clients retained his company to optimize the code within the website, as well as provide consulting services regarding the use of third party sites, inbound links, social networking, etc. to improve his SERP (Search Engine Results Page) ranking.

I fully understand there are different search engines, each utilizing proprietary algorithms to determine SERP rankings. I further understand that they are businesses – dependent upon ad sales for revenue, therefore “adjustments and changes” in the algorithms [almost] guarantee a company needs to pay per click to make it “to the top” of the SERP. And while I am in an understanding mood, we cannot ALL be listed first – regardless of how well optimize. Someone needs to be second, third or pushed to page two.

Based on my conversation this past week, along with past conversations with other “experts”, and a library of books, articles and websites… as a consumer (website owner), who do you believe? Many SEO experts contradict one another.

Two elements on which the experts are clearly in agreement:

  1. A website owner needs to determine by what keywords they want to be found, and prepare web pages that reflect those keywords, through optimized keyword density.
  2.  Inbound links from quality sites are very important to legitimize your own site.

But that’s where agreement tends to end. I have heard a number of theories about page length, number of words, landing pages, coding specifications, meta tags, alt tags, title tags, url expiration dates, geo tagging and the list goes on and on and on…

Who knows the “real” steps to high rankings? And, how long will those steps remain applicable in an ever-changing landscape of Search Engine Optimization?

I would love to hear from you!

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