Creative Side of Business

Search Marketing Expo Advanced and Sunny Seattle

Recently, I attended the Search Marketing Expo (SMX) Advanced conference in Seattle, Washington. The three-day conference was jammed packed with new information marketers needed to know in the ever changing world of search marketing. Search Engine Optimization (SEO) and paid search were the primary focus so here are some highlights from the conference:

Enhanced Campaigns are Changing Everything about PPC

Everything you may have known about paid search is changing. Pay per Click (PPC) search marketing will move from bidding on separate paid search campaigns for desktops, tablets and mobile devices to bidding on one campaign for all devices. While you’ll no longer be able to bid on a mobile, tablet or desktop only campaign, here are a few recommendations from the search marketing conference:

To bid on a mobile device campaign: set the mobile bid modifier at 300% and set low keyword bids for desktop/tablet.
To bid on a desktop/tablet campaign: set the mobile bid adjustments at -100%. The ads will display approximately 80% on desktop and 20% on tablet.

For more insights into bidding strategies, download the Google Enhanced Campaigns Whitepaper which provides formulas on how to determine bid modifiers for mobile, location and day-parting.

To run paid search campaigns more efficiently, you may want to consider running a remarketing campaign. By placing remarketing tags on your website, your ideal target audience can be shown specific PPC ads specific when they search your terms using Google. By optimizing bids for targeted audiences, many marketers have seen better campaign performance and lower CPAs. Learn more by referencing the Google Adwords Remarketing Lists Ultimate Guide.

Latest SEO Factors to Stay on Top of Organic Search Rankings

With so many elements that you can focus on when optimizing your website or blog, the search marketing conference introduced the latest SEO elements that matter most to the search engine algorithms. The SEO Success Factors Periodic Table not only displays the On-Page and Off-Page factors to optimize, but each element has a rating so you can prioritize what is most important. Download the full-version of the updated Periodic Table of SEO Success Factors from Search Engine Land for future reference.

Google’s Matt Cutts talked during the Q&A session at the conference about the increasing importance of mobile. Desktop web pages that redirect to mobile may not rank well as mobile optimized pages. Consider using responsive design that adjusts the web page to the various device types.

Sunny in Seattle

Thinking about traveling to Seattle? Summertime is by far the best time to visit. During my recent trip, it was sunny every day. Daylight lasted until 10pm so there’s plenty of time to explore this city. Some must see places include the Space Needle where you get 360-degree views of the downtown and surrounding areas. The Chihuly Garden and Glass museum was also a nice surprise to view hundreds of individual glass pieces that create artistic outdoor landscapes, chandlers and sculptural towers.

You can’t visit Seattle without visiting Pike Place Market. To avoid the crowds, go during a weekday especially if you want to go into the very first Starbucks coffeehouse and see flying fish. To try something different, take a break from the city and board the state ferry to Bainbridge Island. The island feels like a world away and you’ll get the best photos of the Seattle skyline.

There are so many great seafood restaurants in the Seattle area. I dined at Anthony’s Pier 66 where you can get a four-course meal for under $20 during the weekdays. If you have time to drive outside the downtown area, explore Queen Anne, Ballard and Green Lake Park which offers unique restaurants, shopping and outdoor activities. Whether you have two days or an entire week, there’s plenty to do and see in Seattle.

What other Search Marketing or Seattle travel tips would you recommend?

SEO Success Factors image source: searchengineland.com

Cynthia Gedemer is a Digital Marketing Strategist and Business Coach with over 15 years of experience in growing revenue with innovative marketing programs for Financial Services, Insurance, Retail, Telecommunications, and Healthcare industries. Cynthia is also a contemporary artist and enjoys Stand Up Paddle Surfing. Connect with Cynthia on Google+, Facebook and Twitter.

The Art of Gift Giving and Regifting

Over the years, I’ve been asked how do I select the perfect gift for friends and family and how can they do the same? There are several things to take into consideration when selecting a gift before purchasing a present online or in a store. Whether you’re looking for birthday, holiday, wedding or any other important occasion gift, here’s the Art of Gift Giving and Regifting:

Listen for Ideas – Whenever you have a conversation with someone take mental notes of things they talk about. That’s the best place to get gift ideas. For example, a friend had mentioned she had lost her son’s toy that had special meaning. So when I gave her a present for her new baby I found a website that had the toy and included it as part of the gift package. She was so overjoyed to see the toy again and that I remembered the conversation we had months prior.

Make it Personal – While wedding and baby shower registries make selecting a gift easier, consider adding something personal as well, such as beauty/personal care products they can use for themselves. The gift recipient will remember you more than if you just bought them a blender off their registry. In addition, gift cards make a great option to bundle with a personal item.

Keep Within Your Budget – Set a budget for what you can afford and stick to it. A great gift doesn’t have to cost a lot. I’ve been able to find gifts that were half off while keeping within my budget. The result was getting friends and family more quality items than I could otherwise afford. Amazon.com is a good place to shop for any type of gift as well as Premium Outlet Stores that offer special sales throughout the year for even more savings.

Regifting, a Green Way to Recycle – But what about gifts you receive that you don’t want to keep? You can donate it, throw away or regift it. If you do decide to regift, keep track of who gave you the gift first so you don’t accidently give it back. Also it’s a good idea not to regift to someone who may know the person who originally gave you the gift to prevent an awkward situation. Otherwise, regifting may be an additional option to consider.

Remember when you give a gift regardless if it’s an original or regift, it’s a reflection of who you are as a person – generous, thoughtful or a good listener.

What other gift giving or regifting ideas do you have to share?

Image source (left side of image): stylemepretty.com

Business Leadership Lessons from Peanuts Creator

The Museum of Science + Industry in Chicago had recently featured Charlie Brown & the Great Exhibit. The exhibit celebrated the legacy and genius of Peanuts creator, Charles Schulz. While many may think that the exhibit would be geared for children, it offered something for everyone. Just as his comic strip was drawn for adults, there are many business leadership lessons that were learned from the Great Exhibit.

Innovate and Evolve – Charles Schulz had changed how he drew the Peanuts characters numerous times during the nearly fifty years of drawing the comic strip. Every decade he reevaluated and refined until the final evolution of what Charlie Brown, Snoopy and the rest of the Peanuts gang look today. Each of the Peanuts characters were highlighted in the Great Exhibit from when they were first introduced to the world along with interesting facts of their origin.

Businesses need to innovate and evolve in order to meet consumers’ needs. As leaders, it’s up to us to motivate others to improve processes, create solutions to problems and stay relevant in the ever changing world we live in.

Always be Learning – When Schulz created the A Charlie Brown Christmas TV special there were many things he had to learn about the animated process including drawing the Peanuts characters in 3D. With the Christmas show’s success nearly every holiday was later captured as an animated special. The Great Exhibit displayed Peanuts impact to all the major holidays in life-size Sunday edition comic strips and featured animated cels from the It’s The Great Pumpkin, Charlie Brown!, among other classics.

As leaders, growing and challenging yourself is the key to lifelong learning. Invest in self growth by learning new skills on the job, taking continuing education courses and reading new business topics.

Dream Big – Confucius said “Choose a job you love, and you will never have to work a day in your life.” All Charles Schulz every wanted to do was to be a cartoonist. He continued to work towards that dream by being passionate and focused on what he wanted to do with his life. Schulz had said that he would have still drawn the comic strips even if he didn’t get paid, that’s living the dream.

Develop career goals with milestones of how you’re going to make your dream job a reality. If you hit any roadblocks along the way, take the time to reassess, re-plan and keep moving forward. You can accomplish anything with the right attitude, positivity, passion and determination.

To experience the creative genius for yourself, visit the Charlie Brown and the Great Exhibit at MSI in Chicago through February 18 or anytime at the Charles M. Schulz Museum in Santa Rosa, CA.

What other business leadership lessons have you learned from Peanuts Creator, Charles Schulz?

Stand Up Paddle Lessons for Social Media Marketers

Stand Up Paddle Surfing or SUP is a water-sport where a person stands on an oversized surfboard and while balancing on it, uses one paddle to propel themselves forward. The more you paddle the more you can control the board and the steadier you will become. Stand Up Paddle originated in Hawaii as a way for surfers to paddle long distances but more recently surfing legend, Laird Hamilton reintroduced it as a sport. SUP has grown in popularity because it’s emerged as a gentle yet physical form of exercise for all skills levels and has expanded from coastal areas to inland rivers and lakes. But how does this relate to social media?

After a recent trip to Hawaii, I have found several correlations between SUP and social media. Here are three social media lessons that can be learned from Stand Up Paddle:

Engage with your audience – Stand Up Paddling is a social sport. Many paddlers go with others when spending time on the open water. I’ve had many “board meeting” discussions while paddling along a river or shoreline. In social media, make connections by asking your audience questions, providing status updates and engage others by being interesting, insightful and personable.
Hang out with your customers – Many SUP events have sprung up more than ever. There are full moon paddle events where a group of paddlers travel along a bay or river and spend time experiencing a fun event during the evening hours while meeting others who also enjoy the sport. In social media, start a community on Facebook, hangout on Google+, group on LinkedIn or develop a specific hashtag feed on Twitter for your business. By having a dedicated place for your customers to hang out with you and others with a shared interest then the conversations you have with them will become more meaningful.
Build your audience – The SUP community enjoys sharing information about the sport by encouraging others to try SUP which in turn grows the number of people who love to Stand Up Paddle. In social media, you need to constantly add new connections. Share and write interesting content to give others a purpose to connect with you. Follow others that are similar to you on Twitter and circle them on Google+. Replicate your offline network by adding your colleagues to your social networks as well.

If you’re planning to visit Hawaii and would like to try Stand Up Paddling, there are two locations in Oahu that I recommend for SUP lessons. In the North Shore area visit Surf N Sea in Haleiwa and in the Honolulu area visit Hawaiian Surf Adventures at Maunalua Bay.

What other ways can you apply these SUP lessons in your social media marketing?

Image source (lower part of image): catchsomeair.us

Cynthia Gedemer is a Digital Marketing Strategist and Business Coach with over 15 years of experience in growing revenue with innovative marketing programs for Financial Services, Insurance, Retail, Telecommunications, and Healthcare industries. Cynthia is also a contemporary artist and enjoys hiking and of course Stand Up Paddle Surfing. Connect with Cynthia on Google+, Facebook and Twitter.

Seven New Uses for a Star Art Sculpture

If you think about what you can do with an art sculpture, most people may say it’s primarily for display purposes, a focal point of a room or to enhance interior design. That would be the case for most sculptures. Here are seven new functional ways to use a star art sculpture:

1. Mobile Charging Station – The two flat surfaces make a great place to charge your mobile phone, tablet or other portable devices.

2. Door Greeter – Surprise and delight guests when they visit with the star sculpture waiting to greet them at your front entrance. It also could be used to hold small packages and mail deliveries.

3. End Table/Night Stand – Make a statement in your living room or bedroom with this unique piece. Place your favorite lamp and other accessories to complete the look.

4. Entry Table– Everyone needs a place to drop off their keys, wallet, and other miscellaneous items when they get home. The star art serves as a functional “catch all” table.

5. Still Life Subject – The original design for the star sculpture started out as a sketched drawing. Now you can sketch your own drawings of the sculpture too.

6. Bench – Need to take a break then rest on one of the two flat surfaces. I’ve sat on the star sculpture as a bench when it was on public display.

7. Garden Gnome – Enhance your garden and landscaping with more creativity. Each sculpture is made of fiberglass and a clear varnish coat was applied to protect it from the weather.

What other ways could you use the star sculpture?

Over 50 originally designed star sculptures were featured in the Centennial Star Art public exhibit in Chicago’s North Shore area (Winnetka, IL). As part of the Centennial Anniversary closing celebration, the star sculptures will be auctioned on November 2, 2012. To participate in the Star Art Auction, visit the Winnetka Community House. The auction proceeds will go to a local non-profit organization.

Cynthia Gedemer is a Chicago based contemporary artist who creates abstract and nature artworks from the inspirational travels to Australia, Hawaii and the Caribbean. Her most recent artwork is the Star Sculpture entitled “On the Shore” as seen in the above photos. When she’s not painting, Cynthia works as a Digital Marketing Strategist and Business Coach. Connect with Cynthia on Google+ and Twitter.

Five Simple Ways to Cut Clutter and Keep Organized

What’s missing from this picture? A framed photo, a smartphone charging station or trash bin. It’s clutter. As a business professional and contemporary artist, I have twice as many ways for clutter to pile up. Paperwork, art supplies, sketches and more paper. There are many ways to cut clutter but it really depends on what you need to organize. Here are five simple tips to keep your business and home organized:

Less is More – When it comes to paper: magazines, paperwork, bills and mail, there are three options to focus on – Recycle, Shred and Archive. Declutter any paper that is no longer needed by recycling. If there is personal identifiable information then cross shred the paper first before recycling. Archive any important documents such as legal forms, receipts, portfolios and contracts and have copies stored in another location.
Keep your Best Dressed – As the seasons change is also becomes a good time to look at what clothes, shoes and accessories can either be donated, tossed or organized. If you have the space, separate the fall/winter items from spring/summer. This will provide more room to keep things in order and for items unused during that season can then be placed in a designated area to be later donated or sold.
Paperless Documents – Although it’s a paperless effort to create electronic documents and photos to decrease paper consumption, files need to be organized in folders in order to locate them as needed. Store extra copies of your files by creating an archival on either an external hard drive or cloud service to prevent losing files on your local computer.
Memorable Items – If you have unused items that have value but are on the fence of parting with them, consider taking a photo to remember the sentimental item. This will not only keep the memory but help you move forward to sell on an auction site or donate.
Clutter Free Zones – With all the other organization tips, having empty space in your office and home is a good thing. Start the habit of not allowing new clutter to consume these clutter free areas by having a specific place for everything you are keeping.

Benefits of Cutting Clutter

Feng Shui Effect – When paper and other items have been removed or organized, you’ll notice your work and living space will appear and feel more open. This will also create positive energy to help you stay organized.
Helps your Finances – One study had found that individuals who organize their finances through budgeting and planning were 39% wealthier. Being able to access bills in an organized office will help to not miss payments. Even better, use online banking to pay your bills.
Decreases Stress – With less clutter you’ll save the mental energy of having to keep track of everything you own. Not to mention less likely to trip over any excess items.
Go Green – Use online documents whenever possible instead of printing. By going paperless, you’ll save on print cartridge and paper costs. It’s also better for the environment instead of recycling later.

For more information about keeping organization in your business or home check out the National Association of Professional Organizers. What other ways have you been able to cut clutter and keep organized?

Image source: Stylizimo.com

Social Media and Mobile Marketing Lessons from the Olympics

What your business can leverage from the Olympics?

It’s been a few days since the 30th Olympiad had a fantastic closing ceremony in London. It was exciting to see the Fierce Five, Gabby Douglas, Michael Phelps, Misty May Treanor, Kerri Lee Walsh and many others win gold medals and accomplish new records. While many of the athletes are starting new chapters, there are many lessons and takeaways that made these Olympics games different from any other. One of the biggest differences at these games was the engagement of fans using social media. When the last Olympics were held, Facebook and Twitter were fairly new. Today there are over 900 million Facebook and 500 million Twitter active users. Over fifty percent of those on Facebook are global users.

Social Media and Mobile Marketing gets a Gold Medal for Engagement

There were many social media and mobile marketing lessons that I’ve seen during the Olympics, here are a few standouts:

Leverage Hashtags– I sent several tweets during the games to congratulate the winners using the hashtag #olympics. Twitter had more than 150 million tweets sent during the 2 weeks of the games. They featured several commercials highlighting key events that were very effective to drive engagement online. Businesses can use hashtags during conferences, webinars and other events to bring more awareness and encourage engagement among attendees and their followers.
Status Updates – If you were sharing updates on Twitter and Facebook, consider integrating both applications. Since posting manually on Facebook and including a photo gives you more credibility in the rankings on your fans news feed this can save you time by posting on Facebook and the status will also appear in Twitter. To integrate, go to your Facebook page and click the Edit Page button. Then select the Resources options from the left hand menu and choose Link your Page to Twitter. Follow the rest of the prompts and you’ll be all set.
Mobile Apps and Usage –The BBC had reported 12 million viewers watched the Olympics via mobile phones and tablets. Also the Gartner Group predicts that in 2013 the number one way people will access the Internet is through a mobile device. With the large audience activity, it’s no surprise that companies were utilizing mobile marketing, including Coca-Cola which introduced the Move to the Beat app that let users remix the Olympics song ‘Anywhere in the World’ and used rhythms from athletes. If you’re looking to create an app for your business two plug and play options include Mobile Roadie which you can create apps for smartphones and tablets or for no coding required and to build your app for free AppMakr is another good choice.

While we have to wait until 2014 for the next Olympics, many of the social media and mobile marketing lessons from the London Olympics can be leveraged today. What other social media and mobile marketing lessons have you’ve seen from the Olympics?

How to Use QR Codes in your Mobile Marketing Strategy?

Have you noticed recently an increase in the number of QR codes appearing all over the place? It’s no surprise as a recent comScore report showed that there are more than 100 million smartphone owners in the U.S. with 30 million added in the past 12 months. A QR or quick response code is the new way for businesses to drive consumer engagement in their mobile marketing efforts.

I remember when I first started scanning QR codes, there was no call to action except the curiosity of what they were. As with any marketing campaign, QR codes are another part of your integrated marketing strategy. They can be beneficial if it brings value to the customer.

Where to place QR Codes?

While there is almost any place to print a QR code, there are very few good locations to get the best response. I’ve seen codes on business cards, cups, billboards and clothing. Magazines are one of the best locations because people like to browse through the pages of a magazine as a leisure activity so consumers have the time to explore and scan the codes. Other good places are on packaging, direct mail, in-store displays, train station signs and online. As long as the code can be scan within arm’s reach then customers can easily scan with their smartphones.

If you plan to add QR codes to your mobile marketing there are a few things to keep in mind:

Have a clear call to action – tell the customer what they can expect when they scan the code and what they need to do after they scan. There has to be an incentive for someone to take the time to use their smartphone, open the app and scan the code.
Provide instructions – Many smartphones and tablets in the U.S. do not come with the scanning app already installed. Let them know where they can download the app, especially if you have a preferred scanning app.
Optimize your website for mobile – When using a landing page make sure its mobile optimized. Many small business owners use WordPress which offers a responsive design that provides an optimized version of their website for mobile users.
Test before going to print – Once a QR code is created the destination link needs to work. Test the link with the scanning app before the code is printed on any of your final marketing materials. The user experience doesn’t stop there, when you decide to use QR codes the video, landing page or other online experience will need to be maintained going forward.
Content is key – The destination of where customers are taken is just as important as where you place the codes. The content needs to be informative and relevant to the customer. Think about the best experience you want to provide the customer and deliver it to them.

Ways to Use QR Codes in Your Mobile Marketing Campaigns

Sweepstakes or Membership renewal – Online forms are a great way to have customers renew their magazine subscription or enter a sweepstakes contest quickly. It’s also a way to build your CRM database.
Engagement through Print – Newspaper articles, product advertisements and books have QR codes that take readers to videos, photos and content. This keeps a printed publication up to date with current information.
Enhance Offline with Online – A few years ago New York City created an interactive game through Central park where visitors can scan codes to learn pop culture, arts, music and other interesting facts and videos about the historic park. More recently art exhibits have also been including codes so patrons can view additional artwork photos and get more information about the artists.
App Downloads and Social Media – More businesses are creating their own custom apps and participating in the conversation on Facebook, Twitter and other social media outlets. Having a QR code can take customers directly to the App download or social media page.

How to Create a QR Code?

There are many websites that offer QR code creation services. If you’re just starting out you can create your own free QR codes at Kaywa. There are also several QR reader apps to chose from. RedLaser is a free app that I’ve been using and is available in the iPhone App store. The reader can scan most QR code types and saves past scanned links.

As more smartphone users engage with QR codes, businesses will create more uses for today’s new hyperlink. How do you plan to use QR codes in your mobile marketing strategy?

Cynthia Gedemer is a Digital Marketing Strategist and Business Coach with over 15 years of business experience in marketing, leadership, project and general management for Financial Services, Insurance, Retail, Telecommunications, and Healthcare industries.

The Star Art Project – The Finishing Details

It’s been a few weeks since I’ve been painting the “On the Shore” Star Sculpture, only a few details remain. With the majority of cool colors in place, I finished the two-tone water by painting the darker blue shade that surrounded the turquoise base. To add some additional texture to the sculpture, I applied a natural sand acrylic medium with the same sand color found on one of my favorite beaches in Aruba.

After signing the front side of the Star, I added two hidden items that only could be viewed in person. The first is a slogan that celebrates the Centennial event and the second is the number that determined where the artwork will be installed during the outdoor public exhibit. After I dropped off the sculpture, a clear varnish coat was applied to protect it from the weather.

After working 62 hours over a 6 week period, preparing and painting a 40lb 12-sided star shaped fiberglass canvas – The Star Art Project was completed. If you’re traveling to Chicago this summer, don’t miss this outdoor art exhibit featuring over 50 original artist designs.

This is the third of a three blog post series providing a behind the scenes look at the making of the Star Art Project. The Centennial Star Sculpture outdoor public exhibit runs from late May to end of August 2012 in Chicago’s North Shore area (Winnetka, IL). This is a no cost event open to the public.

Thanks for reading this art post series. Comments? Let me know your thoughts about the finished sculpture design.

Part 1: The Star Art Project – It All Starts with the Title
Part 2: The Star Art Project – A Work in Progress

The Star Art Project – A Work in Progress

With the title, design and color palette in place, I was all set to create “On the Shore”. When I received the fiberglass star sculpture it came with a coat of gesso acrylic medium already applied. As with any canvas the surface needed to be prepped in order to have the best surface for acrylic paint to adhere properly. The surface was a little rough so I lightly sanded the fiberglass and then applied a coat of outdoor primer to all 12 sides – it was now smooth enough to paint.

Depending on the subject I’m painting, I would either paint directly on the canvas or sketch out the design first. Since my sketch was to be used as a guide, I drew the entire design in pencil in order to make sure everything was to scale. As many of the design elements overlapped on multiple sides of the star, adjustments needed to be made. Now comes the fun part. With the drawing completed, I proceeded to paint the entire outline in black acrylic paint to give the piece more definition.

Then with the paint swatches previously selected, the cool colors were applied in phases. The two-tone water occupied the top section of the sculpture so I painted the turquoise portion first and then added a variation of violet colors throughout sculpture to keep the drying time to a minimum.

While rotating the sculpture 360 degrees to cover all the star angles, I then painted the green color combinations. And finally the remaining two blue tones for the sea shells were painted. But the sculpture was still not complete, up next the finishing details.

This is the second of a three blog post series providing a behind the scenes look at the making of the Star Art Project. The Centennial Star Sculpture outdoor public exhibit runs from late May to end of August 2012 in Chicago’s North Shore area (Winnetka, IL). This is a no cost event open to the public.

Part 1: The Star Art Project – It All Starts with the Title