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Trivera turns 21!

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Having been in business 21 years has allowed us to celebrate several birthdays with a look back at how far we've come. But 21 is symbolic of the entry into of adulthood and typically marks the beginning of a new level of maturity and accountability. And so, we're using this milestone to look forward.

The year ahead will be marked by the successful transformation of the ideal Trivera client relationships, as they evolve from exclusively website-based project work to deeper, more strategic ongoing digital marketing partnerships. That change began last year with the addition of new team members with skill sets in branding, integrated digital and inbound marketing strategies. It has continued with the development of a new, transformational 12 month process, one that begins with brand discovery and strategy development, and continues with tactical plans to strengthen every aspect of our clients' digital marketing efforts with constant monitoring, analysis and improvement. That new process is appropriately named "Evolve."

In addition to the new process, we've also deepened the strengths we've been known for for the past 21 years. Trivera's team now has greater depth in the areas of organic SEO, PPC and Social Media. We've also added Magento and Concrete5 certification to our credentials to back up our significant experience developing websites in both platforms.

While we're growing by addition, we are also maturing by subtraction. Over the next year, we'll be continuing our efforts to transition much of our hosting operation from our own data center to fully managed third party operations that specialize in Magento and Concrete5 hosting and 24/7 support. That effort will allow us to focus our own internal resources on the quality and management of the sites and applications we've developed, and less on the equipment, environment and security necessary for their operation.

Our client list will also continue its shift from smaller limited "website-only" engagements to one of fewer, but larger, deeper, long term ones that take advantage of all Trivera has to offer.

Watch for our own new trivera.com website to launch in February. The site will communicate our new direction and highlight more of our new client success stories while still preserving the archival information resources we've developed over decades of digital marketing leadership.

Over the past 21 years, how we've used the internet to support our businesses and organizations has evolved. What was once referred to as "Cyberspace," "the world wide web," the "CB radio of the 90's," the "information superhighway," the "dotcom boom"...and crash...the "new economy," have all evolved to become simply an integral part of every person's...and every business'...daily life. We're proud that we've been able to evolve with it and help hundreds of businesses leverage the power of digital marketing we knew existed when we opened for business on January 16, 1996.

About Tom Snyder

Tom Snyder - TriveraTom Snyder, founder, president and CEO of Trivera, a 20 year old strategic digital marketing firm, with offices in suburban Milwaukee.  Tom has been blogging since 1998, sharing the insight gained from helping businesses and organizations re-inforce their brands by taking full advantage of digital and Web technology as powerful tactics in their marketing and communications strategy.

 

Three Things You Absolutely Need to Know About Mobile

by Tom Snyder, Founder and CEO

Every day, I read articles about the trends and tricks other marketers are using to achieve success with their digital efforts, and post links to the best half dozen blogs and articles on Twitter. By now, smart marketers know enough to take a strategic approach to their efforts, focus on creating user journeys that result in conversion, and make sure their website is optimized for the right keywords. However, because it’s only become important recently, there are a lot of misconceptions about mobile marketing. Here are three you absolutely need to know:

1.) Your lack of mobile traffic to your website is BECAUSE of your non-mobile-friendly website, not proof that you don’t need to have one.

I’m constantly amazed by how many marketers tell me they have no need for a mobile friendly website because they don’t get many mobile visitors! There’s a reason for this. Did you know that Google removes non-responsive sites out of its results when people search on a mobile device? I recently showed a client an identical search on both a desktop and mobile device. Their site was on page one for the desktop search and totally disappeared from the same search done on a mobile device. Companies that have responsive, search optimized sites are now getting 60 - 70% of their traffic from mobile devices, achieving lower bounce rates, garnering higher mobile conversion rates, and getting even better rank for non-mobile searches. A mobile/responsive website should be your highest priority right now.
 
2.) B2B marketers need mobile too. 

A common misconception among many B2B marketers is that there aren't enough members of their target audience using mobile devices as part of their job to demonstrate meaningful ROI. However, research shows 49 percent of B2B researchers who use their mobile devices for research do so while at workWith mobile use for B2B purchase research jumping 91% in the past two years, I can’t believe you’re flushing leads and sales by not providing a solid UX for the purchasers who choose to do business with you on mobile devices.

3.) While you DO need mobile UX, you probably DON’T need an app. 

Building an app is an expensive mistake if a fully responsive website will accomplish your goals. Research shows that a majority of mobile users only use a tiny handful of apps. Unless you are Facebook, chances are your app won’t be one of them. Most of the content and functionality people require (plus SEO ranking authority) can be accomplished with a robust mobile-optimized website. Unless all the functionality you're considering for your mobile users requires an app, please, don’t even consider spending money on one.

Bob Dylan said, "You don’t need a weatherman to know which way the wind blows." And you shouldn’t need me to tell you that the winds of success are strongly blowing in a mobile direction.  There’s still time in 2016 to get your mobile marketing on the right track.  Don’t make me have to tell you again next year.

New Clients and Projects Mean Trivera is Hiring!

A recent influx of new projects from existing clients, inlcuding MTMI, Dental Associates, Extrusion Control Systems and Perlick, combined with a huge number of new clients, including Badger Meter, Herzing University, Berghammer Construction, Krete Industries, Accunet Mortgage, K&S Tool, Phoenix Products, Paramount Prosthetics, Skylands Capital and TixSwitch, Trivera has openings for a Back End PHP Developer and a Designer/Front End Developer.

The descriptions of the opportunities can be found on the employment page of our website

Future Web: Skating to Where the Puck is Going

Hockey great Wayne Gretzky attributed his success to a simple philosophy: "Skate to where the puck is going, not to where it is. It ain't where the puck is, it's where the puck will be."

What your company is doing with the web is a lot like a hockey game. If your only focus is a web site based on an assumption that all your visitors are sitting at their desks viewing your site on a 1024 x 768 resolution desktop monitor, you're skating to where the puck was. Even if you've begun to toy around with making your website more mobile friendly, you're still skating to where the puck is.

As an early adopter of the Internet as a powerful marketing tool, and founder of one of the Midwest's first Web development firms, I remember the days when 87% of all businesses polled said they would never have a need for a website. My challenge for over 16 years has been to be chasing after the future and dragging clients kicking and screaming behind me, hoping they'll keep up.

And it's about to get even harder.

Over the past few days, I've been spending time with the presentation Stephanie Rieger gave to the Breaking Development conference in Orlando, Florida. It's an eye opening look at how the web is evolving. Where it used to be something you'd go to the computer or your mobile device to "do," it's rapidly becoming something that's always on, connected to everything we use to provide us with any knowledge we need just as we need it. As Brad Frost aptly put it:, you need to get your content ready to go anywhere because it's going to go everywhere. Skating to where the puck is going means moving to a world where internet touch points go beyond browsers, smart phones and tablets to now include treadmills, refrigerators, cars, and a million other "smart things" that we haven't even begun to imagine. A world where search engine queries are replaced by contextual information fed to us based on our interests, needs, and location, the keyboard having been replaced by GPS's, our voice or even our retinas. The journey to where the web is headed has shifted into hyper drive, and in the process is shattering the paradigms. And it's about to leave many businesses, and even some self-professed "web development firms" in the dust.

That's why I'm so fortunate to have the team here at Trivera. While still understanding the need to provide superior, best practice web experiences for our clients (delivered on time, scope and budget), we take regular time out of the office every Friday to talk about, and plan for, the technologies, platforms, tools, ideas and directions that will help us embrace the future web.

As a result we've continued to push the envelope and come up with some pretty amazing stuff:

  • You have an e-commerce-enabled B2B website but still achieve your highest sales with your independent distributors? How about a fully integrated tablet-based tool for them to use in the field to coach them real-time to up-sell, cross-sell, check inventory, lead times and create and submit an order.
  • Your customers are voicing a common complaint that's not your fault, but due to their forgetfulness? How about a reminder with the appropriate information sent to their mobile device when it detects exactly when and WHERE they need it?
  • You have a brand with a huge community that needs Facebook, Foursquare, Twitter and Flickr functionality, but has huge archival resources you don't want to trust to those Social Media sites? How about an online community with full desktop, mobile and tablet compatibility with check-ins, photo uploads, topic threads, member chat and any other features the members say they need?
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I've always been totally flabbergasted by traditional ad agencies who say "Oh, yeah, we do web too." Many are still trying… and still failing…to embrace even 10 year old best practices, and thus skating to where the puck was. A few conceptually get it but don't have the breadth, depth and length of experience to hire, manage or direct a team with the necessary skillsets, and so also are still skating to where the puck is. In the minority are the brave, visionary few who not only are embracing concepts like responsive web, but even seeing that as an experience we'll one day look back on with the same quaint nostalgia that we have for stuff like Cue Cat, Flash, 56k dial up and AOL.

I guess there are parts of the marketing world where a business just needs a small desktop-sized brochure-ware website, and the agency that does their direct mail, yellow page ads, and print handouts can create a cute little site for them. And there are other parts where an agency is able to convince a business to pay megabucks for a pay-per-click-supported big honking Flash landing page.

You won't find Trivera or our customers there. We're all too busy skating to where the puck is going.