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All Posts tagged Trivera Interactive

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.

 

5 Reasons Why Sliders Suck (and 4 Things To Do Instead)

by Serene Mireles, Web Design/Front-end Development Specialist

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There’s been a lot of debate in the world of web design about using a slider/carousel (see the study by usability expert, Jakob Nielsen).  They look nice, but as a lover of modern design and architecture, I’m a firm believer in form following function. Sliders aren’t functional. (We're in the process of redesigning Trivera's website, and we're not including one!)

Here are five reasons why sliders don’t convert (and can hurt your SEO):

  1. They slow down your site
  2. They look like ads, so users scroll right past them (banner blindness)
  3. They dilute your marketing message—there’s no focal point
  4. Sliders that automatically advance take control away from the user
  5. Research shows that only about 1% of users click on sliders


Slider Alternatives


So what should you use instead? We recommend creating simple content that clearly communicates your company's message. You can achieve that with one of the approaches below.

Use a hero image. A static hero image (a large full-width image) with a strong marketing message and a call to action can achieve a similar look to a slider. It provides visual interest to grab a user’s attention, and creates hierarchy on the page. This approach has been proven to convert. Here are some examples of sites that use a hero image with a call to action: Moz , Starbucks, Netflix and  Hello Fresh.

Use a video. Videos engage users. They tell a story, create human interest, and can quickly deliver your message. Here are some examples of successful sites that use a video: IBM , Blue Apron, Airbnb and HP.

Use a lead generation form or a search form with a hero image. This approach is similar to the hero image approach, but adds a conversion point to a prime area of your site (above the fold.) Here are some examples: Hilton Hotels & Resorts, Uber, Evernote and Epicurious.

Use a grid approach. Using a grid approach allows you to feature more than once message without overwhelming a user or slowing down your site. This layout also works really well on mobile devices. Here are some examples: Apartment Therapy, Lifehacker and Twitter.

Even though visitors are used to scrolling past the fold to view engaging, compelling content, the spot typically occupied by sliders is too valuable to waste with anything that doesn't provide measurable value. By using your Google Analytics or heat mapping, you can find the element that best facilitates a user journey that leads to conversion. 

 

About Serene Mireles

serene01.jpgSerene Mireles is one of Team Trivera's Web design/Front End Development specialists. In her role, Serene uses her 18 years of digital design experience to build websites focused on user journeys to create ROI for our clients. Serene was the first developer in the world to be certified for Concrete5 version 7. 

Photo Credit: Adobe Stock 

3 Not So Stupid Questions for #AskAStupidQuestionDay

By Christina Steder, VP of Client Strategy

questions_square.jpgAt Trivera, we love it when clients ask questions about the technology we use to support their business goals. Digital marketing changes all the time. Here are three questions we are often asked. And no, we don't think these are stupid questions at all!

1. What's the difference between SEO and PPC? SEO stands for Search Engine Optimization. This is the process we use to help your site rank higher on search engine results pages (SERPs). If you want to be on page 1 of Google, and aren't planning to advertise, our experts will use SEO to help make that happen. PPC stands for Pay Per Click. Pay per click ads are the ads that appear at the top of the results page when you conduct a Google, Bing, or Yahoo search. There are many reasons to combine SEO and PPC. We can help you decide the best balance between SEO and PPC to help support your business goals.

2. What's a wireframe? Wireframes are like the blueprint of your website. Just like a blueprint shows where the rooms are in your house but not what color the walls will be painted, a wireframe is a black and white sketch-style mockup of your website. At Trivera, we build interactive wireframes so you can see what happens when you click on different elements of your future website, and how your site will look on different screen sizes. Wireframes help you see what information will go on each page, and how the information will be organized. Wireframes do not have any photos or logos and use placeholder text only. This helps you as a client focus on where items such as images, videos, or buttons will be placed on a page without also having to evaluate design elements, such as colors, at the same time.

3. Why do we need to do a discovery? Can't we just start working right away? When you become a Trivera client or bring us a new project, we want to ensure we understand EXACTLY what you need. We apply best practices and research to your work so that we can bring you our best ideas and avoid any pitfalls during your project. Of course, if you need something immediately, we're happy to jump in and help, but our 20 years in business have shown us that taking time up front to fully map out your digital marketing strategy or website development project saves time and money in the long run. Our process identifies every aspect of your brand and your target audience so we can create a tactical plan to attract, engage and convert that target audience, then create the ROI to make your digital marketing plan an investment to be leveraged, rather than an expense to minimized.

4. What does Trivera mean? Trivera is Latin for "Three Truths." Those three truths are:

      • Deliver a Product we can stand behind. Our product is "Digital Marketing that Converts." We know how all the pieces need to fit together to provide a website and digital marketing plan that achieve your brand and business goals, creating measurable success and significant ROI. We only recommend something if we believe it can help you achieve your business goals.
      • Follow a proven process, but be agile. Our process begins with a proprietary discovery that identifies your needs and develops a long term strategic plan with defined, achievable goals. Then it continues with an agile approach to accommodate constantly and rapidly changing tactics, tools, customer preferences and market conditions while keeping the goals and budget as our guiding force.
      • Commit to an ongoing relationship. Our Annual Service Agreement isn't just a document or a contract - it's our commitment and promise to be your long-term partner, delivering the highest quality work possible and helping you and your company achieve your goals.

Any other questions? Just let us know!

About Christina Steder

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With 15+ years of experience in consumer product, professional service, and nonprofit marketing as well as brand strategy and client service, Christina provides strategic direction for our clients - linking their ongoing online and content marketing needs to business goals and ROI. 

Photo Credit: Adobe Stock 

Two Web Design Trends That Are Here To Stay

responsstrat.jpgBy Craig Schneider, Designer/Front End Deeveloper

Web design trends come and go faster than political posts in Facebook, so it's important to weigh their potential against their impact on your site. Sometimes these elements benefit the user experience and become common user interface patterns. But often these experiences fail to deliver any tangible results.

These two "trends" have proven their worth and become mainstays in today's web design.

Hero images (not the Marvel or DC kind)

We've all seen multi-image sliders or carousels at the top of website home pages. Although they're very common, studies have shown that the use of multiple images can lead to mixed messaging and confusion from a marketing standpoint. In addition, image sliders increase load time because multiple images and scripts need to load in order to run these elements. Instead, we recommend pairing a hero image with elements that move a user down the page (users do scroll, and the lingering myth to the contrary has been debunked). This eliminates the need for confusing carousels and reduces load time.

By reducing the clutter on a page and presenting a singular image tied to your marketing message, you reduce the potential for information overload and allow a user to focus and settle into your site. If you want something more visually exciting, using subtle animation or video elements can enhance the visibility of the area, furthering the potential of discovery.

Responsive design

Responsive design is no longer just a trend, it is best practice. With ever-rising mobile traffic and the cross-pollination of site traffic from social media, it is imperative to deliver a site tailored to the user's specific device. Responsive sites use percentage-based widths and responsive images to adjust layouts as they scale down to mobile devices. This fluidity, along with the ability to turn off elements to reduce clutter, leads to increased site performance.

Not only is the visual user interface important from a branding standpoint, but it also impacts SEO. Google released a search algorithm update in the Spring of 2015 which penalizes sites that aren't mobile friendly. As our main man Tom Snyder has pointed out, "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."

The bottom line is that if your site isn't responsive, it will hurt your bottom line!

Of course we're always looking for design inspiration and working to understand how current technology is impacting your website visitors' expectations. By integrating these two best practices into the creative ideas for improving user experience on your site, your website can support your other marketing channels and help you achieve your business goals.
 

About Craig Schneider

Criag Schneider.jpgCraig Schneider is one of Team Trivera's Web design/Front End Development specialists. In his role, Craig uses his 10 years of digital design experience to build websites focused on user journeys to create ROI for our clients. Craig also assisted Concrete5 in development of their certification program. 

Back To School! What Our Clients Learned About Digital Marketing Last Year!

by Jamie Rinehart,  Digital Marketing Strategist

backtoschool.jpgEvery morning I walk my Boxer, Bella, before work. Any season, any weather. I particularly relish the Summer walks for the obvious reasons, it's light and warm outside. Thus the past several months have been amazing! Yesterday, as I set out on my morning jaunt, I noticed a slight change in the air, a little fall bite. As I continued, my senses now keen to seasonal changes, I observed some other signs of fall; a stray orange leaf or two on the ground and the sun was taking its sweet time to peek it's face over Lake Michigan in the east. Then, I was smacked in the face with reality, as I saw a big yellow school bus rolling down the road.

FALL IS COMING! BACK TO SCHOOL!

Overcome with the nostalgia of back-to-school, I started thinking about how Digital Marketing and Web Development is a constant cycle of learning. Team Trivera and our clients are always striving to stay cutting edge. Whether we are getting a Digital Marketing Certificate from UWM, completing a Master's Degree or gaining the latest Google certifications, we are always learning and sharing that knowledge with clients.
Now, completely in the Back-to-school spirit, I asked some of our clients what THEY have learned about Digital marketing in the past year! Here is what they shared!

Bill McCormick - Natural Look Salon and Wigs

"As a sales and marketing professional with 25 years' experience, I've used traditional marketing venues such as brochures, trade publications, trade shows and newsletters to communicate to our customers or potential customers. Prior to our meeting with the Trivera team I viewed the idea of having a website about the same as having to have a sign outside our building. In other words I felt it was a necessary part of doing business, however I did not put much thought into how the website can be used to bring in new customers.
The Trivera team has opened our eyes to the digital marketing world. They have shown us how important it is to set up and structure our website to optimize our marketing efforts through the search engines of Google, Bing and others. We are excited about the aspects of SEO and what it can do for our business in attracting new customers to our store front and e-commerce business."


Erik Bergstrom - Dental Associates

"This photo was in a case study I presented at the Mayo Clinic Social Media Network member meeting this summer. It shows a parking spot in the deck Dental Associates uses in downtown Milwaukee. I walked by this parking space one day and laughed at how many times they have altered the parking configuration. Then I thought to myself, "that reminds me of the typical social media strategy over the past decade!" Start in one direction, completely pivot to another direction, move back toward the original direction, then settle for something in the middle.

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While I was speaking about social strategy at the time, it really applies to any aspect of digital marketing. Change is constant, and you must be willing to adapt and innovate if you want to continue to succeed."


Haley Kloss - Rogers Behavioral Health

"In the past year as de facto database admin, I've been working on using data to really segment our email campaigns. When we can determine the nature of a client's relationship with our brand, we can make sure they are getting content they want. We've seen success when we make our messages more and more tailored.

I think the next step in this is going to be working on what kind of content we're putting out in our email campaigns. We certainly know what we want to tell people: new programs opening, this great thing one of our docs did, etc. But that's not necessarily what people care about. Relevant content is important. I feel like a lot of people forget that, especially in digital channels. It's easy to feel like we did our work because we sent an email, put it on social, posted it on the web. But, there are still times where the metrics say our message is falling flat. So, something for us to work on for the next year!"
 

This Fall as the weather changes, leaves fall and school busses fill the roads, get "back-to-school" and learn something new about Digital Marketing!

About Jamie Rinehart

Jamie Rinehart

Jamie leverages his 10+ years of Digital Marketing and Advertising account management experience to help new Trivera clients develop strategic digital marketing plans that will help them acheive their business and brand goals.

Photo Credit: Adobe Stock 

3 Reasons Email Marketing Is Not Dead.

by Christina Steder, Trivera VP of Client Strategy

AdobeStock_25774384.jpgIn the ever-changing world of digital marketing, the list of tactics that are available to reach your target audience is continuously growing. With so many new, interesting, and buzz-worthy options, it can be tempting to declare "older" techniques, such as email marketing, dead. Don't. Email marketing is very much alive and well, and it's something you should probably be using. Here's why:

  • Email marketing is mobile marketing. According to the Pew Research Center, 88 percent of smartphone users read email on their phones. In fact, email is a more widely-used smartphone feature than social networking, watching video, or using maps and navigation. Make sure your email marketing is optimized for mobile and think of it as a mobile marketing strategy. It sounds a lot more cutting-edge now, doesn't it?
     
  • Email marketing can be highly targeted. Today's consumers expect a personalized online experience. Email can deliver this, if you have a quality database and the ability to segment your audience.
     
  • Email marketing can increase online sales. Using email remarketing, online retailers can send personalized messages to website visitors with abandoned shopping carts. Retailers can also use email to nurture potential customers who are still in the information gathering stage or follow up on purchases.

Although we all get A LOT of email, we do notice the ones that matter. Email allows marketers to easily test messages and segment your audiences to deliver the information your customers need, when they need it. And that makes email marketing very much alive.

 

About Christina Steder

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With 15+ years of experience in consumer product, professional service, and nonprofit marketing as well as brand strategy and client service, Christina provides strategic direction for our clients - linking their ongoing online and content marketing needs to business goals and ROI. 

A Shout-out to Trivera Client MMSD During Water Quality Month

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August is water quality month. Here at Trivera, we're observing the month by kicking off a new project for one of our newest clients, the Milwaukee Metropolitan Sewerage District. We've actually been working with MMSD since earlier this year, migrating all their web properties from an expensive proprietary Content Management System to Concrete5. We're well into the migration of milorganite.com, and are just now beginning to migrate the remaining MMSD brands: mmsd.com, Huntgreen, Basement Connection and Fresh Coast 740.

At Trivera, we start every client engagement with a brand discovery process. During MMSD's brand discovery, we learned some really interesting things about them and their commitment to the environment.
Did you know that MMSD:

  • Is responsible for water reclamation and flood management for about 1.1 million people
  • Serves 28 communities in the Greater Milwaukee area
  • Allows licensed hunters to use MMSD land during hunting season
  • Has been recycling nutrient-rich microbes from the city's water reclamation process into Milorganite, a natural fertilizer, since 1926
  • Is committed to meeting a goal of having a net 100 percent of its energy supplied from renewable resources 

Trivera's efforts are focused on making MMSD's digital marketing efforts both more successful and more efficient. Greater results for less money means MMSD can continue to be great stewards of our natural resources while also making them more efficient with their financial resources.

Trivera is honored to be partners with this high profile agency, working to support their efforts to improve the quality of our water. You can learn more about MMSD and milorganite in this video: 

Trivera Has an Opening for a Web Designer/Front End Developer

Trivera is looking for a passionate, experienced Web Designer/Front End Developer that can design compelling websites and user interfaces based on the right composite of client direction and current best practices for navigation, design and UX. Concrete5 and Magento are our preferred platforms, but Joomla!, Drupal and/or Wordpress experience will suffice. 

See the rest of the details here.


3 Reasons Your Social Media Efforts are Failing

Social MediaThere are no guarantees that Social Media will succeed for your business or organization. However if it’s not delivering the results you had hoped for, here are 3 possible reasons why:

1.) You don’t have a strategy – Chinese general Sun Tzu is credited with the axiom “Tactics without strategy is the noise before defeat.”  Twitter, Facebook, Pinterest and the others are all just tactics. Without a solid strategy that defines your brand, target, goals and voice, it’s impossible to determine the platforms and communities where your audience is, and ones in which they would expect you to be, or what to do once you begin. Unless you have a strategy to help you evaluate whether the next rising social network is a real opportunity, or just the next shiny object, you are almost certain to fail.

2.) You aren’t committed to do what it takes – Unless one of your posts becomes the next viral sensation on Mashable, your path to measurable impact will be a long one. Building fans, followers and reputation requires a presence that keeps you top of mind with your target audience. Without frequency, rotation, valuable content, timely interaction, and immediate response over an extended period of time your efforts will likely fail.

3.) You rely on Social Media as a silver bullet – Even a “successful” return from Social Media efforts can be a failure if you’re cutting other, more profitable marketing efforts in hopes of Twitter or Facebook becoming your panacea. Strategic consideration of new vehicles and measuring their success of each against all your efforts will enable you to do what works and discard what doesn’t.  If your website, email marketing, search engine optimization, pay per click, and traditional marketing efforts are producing more return on your investment than Social Media, continuing to use it at their expense could result in the biggest Social Media failure of all. 

This article originally appeared in the BizTimes.com Social Media Strategies Column, in August, 2015

Scott Zsori Becomes Team Trivera's Newest Member

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Scott Zsori has joined Team Trivera as our newest back end developer.    

Scott first talked to us about coming here in 2002, but the stars weren't correctly aligned at the time. 12 years later, things finally worked out for him to come aboard as our newest back-end developer.

Scott has been working in the web as long as Trivera has, doing all of the same things, in the same languages and platforms as we do it. If it is needed for web development, he knows it, and knows it very well. But he also knows how to communicate highly technical concepts to non-technical people, making him perfect for his position at Trivera.
 
An example of just how smart Scott is: In his spare time, he created and is currently the president of TheTVDB.com, a site that contains an open database of television metadata used by thousands of websites and apps, including Plex, Kodi and some of the world's largest search engines.  While you might not be familiar with the site, you're probably actually a user of the data housed in it. The site's API is used by hundreds of thousands of people, gets 6 billion hits (yes, that billion with a B) and consumes 120TB of bandwidth monthly.
 
Even with all that he has free time! He enjoys spending time with his son and wife, playing video games like Dota 2 and Minecraft, cooking, debating politics, camping, swimming, and playing volleyball.  He loves the Green Bay Packers, his Kindle, his two dogs, a multitude of pond and aquarium fish, and dad jokes.  In high school he placed first in Wisconsin in his division in Academic Decathlon and was ranked in the top 50 Quake players in the world.  He's considered the best dad in the world by at least one first grader.

 

Trivera's Tom Snyder to Speak at 2014 BizExpo

tom-snyder1.jpgOn May 21, 2104, hundreds of Milwaukee area business owners and professionals will descend upon Potawatomi Bingo Casino to learn about the latest trends and best practices at the BizExpo, presented by BizTimes Media.  The event consists of dozens of booths, several award events and an impressive list of  seminars led by some of the area's most knowledgeable business leaders and experts.

Among them are Trivera President and CEO Tom Snyder who will be presenting  "The 5 Digital Marketing Mistakes You're Probably Making." at 2:45 in seminar Room C.  

In the 18 years he's been in the digital marketing field, Tom has watched thousands of owners, agencies and marketers struggle to figure out how to use web technology to help their businesses. As the parade of almost universally misunderstood shiny objects...websites, email marketing, search engine optimization, Social Media and mobile...marched on, he has seen a lot of those businesses succeed, but he's seen even more fail. Ultimately, the challenge is effectively integrating proven marketing tactics with the newest technologies. Tom will identify five of the most common digital marketing mistakes most businesses and organizations make, why those mistakes are preventing them from acheving the results they’re looking for, and what they should be doing instead. 

The session will also help them avoid a sixth digital marketing mistake they're also probably making by encouraging them to attend Trivera's upcoming Social Media University - Milwaukee on June 11th, also being held at Potawatomi Bingo Casino.

Admission to the event and all sessions is free, but requires pre-registration.

Trivera Turns 18!

happy18thbirthday.jpgRegardless of our age, we all celebrate our birthdays every year. But, there are a few birthdays that mark milestones.  Sweet 16 marks a passage to the age where one can drive a car. 21 is when one is legally allowed to consume alcohol. 30, 40 and 50 are often marked with black balloons and taunts of being over the hill. I'm facing...gasp...my big 6-0 in February (or as I've chosen to call it, my second 30th birthday), but I digress.

One of the most special birthdays is the 18th. It marks the passage from youth to adulthood. You're reckoned by society as wise and mature enough to vote, get married without parental consent, and serve your country in the military. 

Today, Trivera celebrates our 18th birthday.  Back on January 16th, 1996, we became one of the very first...and one of only a handful of...web design and development agencies in Wisconsin.

At the time, Internet Explorer, Chrome, and Safari didn't exist, just Mosaic and Firefox's predecessor Netscape. There was neither a Google nor a Bing  - the top search engines were Alta Vista, Excite, Lycos, Webcrawler and Infoseek. There was no eBay, Netflix or Wikipedia.  Joomla!, Drupal, Wordpress and Concrete5 were all years from being born. Email marketing and Social Media didn't exist. Nor did Digg, Tumblr or even RSS. Smartphones, mobile devices, tablets, iPhones and iPads hadn't been invented. Pinterest, Foursquare, Twitter, Facebook, YouTube or even MySpace? Not even on the drawing board! There was no broadband or wifi - internet connections came via a slow dial-up modem.  And 87% of all businesses polled in a survey said that the web was a fad, and they would never have a need for it. Ever. 

Our name back then was Websight Solutions, and our tagline was "web sites with vision." Fitting because back then, anyone who was doing anything on the web had to be visionary. Jeff Bezos had just started Amazon.com. Jerry Yang and David Filo had just incorporated Yahoo!. Craig Newmark had just launched Craig's List.

And there was us.

But we convinced Usinger's, Mitchell Airport, and FrankMayer and Associates to take their first leap onto the web. In those early years, our other early adopters inlcuded Aurora and Ministry Health Care, Holy Hill, the Marcus Center, Milwaukee Harley-Davidson and Mustela. Since then, we've been proud to have also helped other noteworthy locally-based brands like Potawatomi Bingo Casino, Strattec Security Corporation, Simplicity, Perlick and Dental Associates, as well as national brands like Motorola, Lotus, Frabill, and Panasonic.  We just started working on Frank Mayer and Associates' 43rd project, and are just wrapping up Mitchell Airport's 30th. In a few weeks, InvestorsBank becomes the most recent member of the Trivera story with the launch of their new site

Despite the fact that over 18 years we've seen the web go from infancy to youthful exuberance and on to a mature and necessary component of every business' marketing arsenal, for most marketers, how to make it work is still is a mystery. So we've been honored to have hundreds of other clients ask us to help them figure it out. Some big,  some small, some household names, others obscure to all but their niche customers.  But the one thing they all have in common is that they needed someone to help them navigate through the rapidly evolving, and quite confusing world of digital marketing, web design, e-commerce, email marketing, search engine marketing, Social Media and mobile, and they chose to trust us, originally as Websight Solutions, then as wirestone, and now for the last dozen years as Trivera.  

2014 will be a year of bold new plans: new customers, new partners, continued expansion, and the 5 year reunion edition of 2009's Social Media University. So Happy Birthday to us! Thanks to our awesome clients for their years of support, and our awesome team members who helped us earn that support. As we blow out the candles on our birthday cake, our wish is for another 18 years of success for us, but more importantly for all our clients because they've given us the opportunity to help them succeed.

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5 Visitor Groups Your Website Needs To Be Ready For

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Your presence on the web has never been more important to the success of your brand.  It's also never been subject to more circumstances, elements and efforts that can damage it. And the only thing necessary for every bad thing imaginable to happen to it, is for you to do nothing and think your site is doing fine. So it just boggles my mind that so many marketers and business owners choose to sit back and let failure happen.

Website success has always been about who will be coming to your site, how they will access the site, what they're hoping to accomplish, and what will..or won't...happen when they get there.  While everyone hopes that it will simply be customers who will come and engage in a business transaction, it's a lot more complicated than that.  There are actually 5 easily identifiable groups of visitors who require strategic efforts that you'd better be prepared for.

Because, ready or not, here they come:

1.) Hackers, Crackers and Internet Miscreants  

Unless it's more than a few years old, your website is likely built on a Content Management System (CMS). Just like any other software product,  that system has likely had improvements made to it over time. In addition to feature improvements, every upgrade since it was first built also contains critical security enhancements. Legions of hackers are scouring the web every minute of every day trying to find old and vulnerable installations of Joomla!, Drupal, Wordpress and Concrete5 and using them to execute mass identity theft. I don't know if it's a fear of change or just a reluctance to spend the money on repairs should a CMS upgrade "break" the site. Regardless, the thousands of out of date websites are a jackpot for hackers.  Unless you have an upgrade plan in place, there's a good chance that someday thousands of people will be getting a fake email that looks like it came from their bank, but actually came from your site. Not only that, but then they'll click a link to log into a fake bank login page on your site and give identity theives the info they need to drain their real bank account. Because this activity leads to blacklisting, site shutdowns, and even potnetial legal consequences it's not the kind of traffic you want. But if you're not regulalry upgrading your CMS, it's the easiest and mosty likely traffic you'll get.

2.) People With Browsers Newer Than Your Site 

Every time a new version of a web browser is released, design and functional elements on your website that may have worked before  potentially malfunction or totally fail on the new one. If your website was built in 2009, it was tested to work on Firefox version 3. The current release is version 24.  Internet Explorer was on version 8. They've just released version 11. Safari 4 was the current version, but has now been replaced by version 7. Unless you've upgraded your site, or conducted ongoing browser compatibility testing, you have had people coming to your website to do business with you, but either can not or choose not to because the site doesn't work for them. And while that number has grown every month, that's a growth metric you don't want. 

3.) Mobile Device Users

Smartphones and tablets are no longer just for "people on the go." For millions of people, they are the preferred method of acessing the web. If your website isn't formatted to provide a visitor an optimal visual and navigational experience regardless of the device they'e using, you've essentially told half your potential customers that you're really not interested in their business.  And they are happily taking that business to sites that are. 

4.) Social Media Enthusiasts

Word of mouth has always been one of the most effective forms of marketing. Social Media takes that power to a new level.   Does your site have a blog? A pressroom? Videos? Do your pages have Facebook "Like," Twitter "Tweet This," Pinterest "Pin it," and Google "Plus 1" icons?  The jury may still be out on the extent that your execution of a Social Media plan will create meaningful inbound traffic. However, your site still needs to be updated to include the kinds of content that is easily shared in Social Media channels, and the tools that make it easy to do so. If it doesn't, you are missing the opportunity to take advantage of the viral referral power of your visitors' social savvy and their inclination to share your brand with their professional and social networks.

5.) Search Engine Traffic

The sad fact is that, unless you've been keeping up with the major changes in the way Google produces results to search queries and making sure your site has been adapting to accommodate those changes, the number of qualified customers coming to your site as a result is steadily declining. If you think that Penguin, Panda and Hummingbird are zoo animals, and an algorithm is a catchy tune about a former vice-president, your share of the 125 billion searches per month is pretty close to zero, and getting closer every day. Those are the people who aren't coming. But if your site isn't set up to show up on page one with meaningful and accurate search results and instead send unqualified visitors to your site, the ones who do come will leave your site as quickly as they came. Those are called bounces, and the more of those you get, the lower Google will rank you in their searches.  A strategic Search Engine Optimization plan is the only way to get meaningful numbers of qualified visitors to come to your site. 

 

While there are other elements that will contribute to a successful web strategy (email, direct and traditional marketing), this list represents the minimum effort necessary to just avoid failure.  With a new year beginning in just a few months, now is the time to plan your budget for setting up and executing a strategic plan that systematically optimizes your site to create the right outcome for every one of these groups and help your web presence reinforce, and not erode your brand, and more importantly, contribute to your bottom line.

 

About Trivera:

Your growing business is faced with more challenges than ever before. Managing your online presence in the face of tightening budgets and steadily increasing customer expectations can be a difficult and complex task.

Trivera’s proven approach to web design and development builds your online brand with smart design and creative technology. We’ve been helping companies like yours since 1996, growing our capabilities along with the web to serve the needs of our diverse mix of clients.

For most compnaies, the web is a cloud of confusion. Our experienced team excels in managing your projects for the greatest return on your investment using a proven, collaborative process that delivers results on time, on budget and on target. Our mission is to provide you with the knowledge, service, products and ROI that will make you a hero.

Trivera Tackles the Elephant in the Room

team-giftsLike most companies, Trivera Interactive has embraced the holiday spirit – adorning our office with festive decorations, twinkling lights and even a handcrafted Mountain Dew tree. For our gift exchange this year, we decided to tackle the White Elephant in the room. Many of our employees had not previously participated in a White Elephant gift exchange which made this event even more entertaining.

rock-emWe followed the conventional rules of drawing numbers and allowing people to choose whether to open a new gift or steal one from a co-worker. The first gift stolen was an antique-looking key which doubled as a bottle opener and tripled as a wine corkscrew. Fantastic! Another popular gift was a singing, dancing, pudgy man holding a beer mug.

Hilarity ensued as we opened gifts such as a programmer’s “survival kit" complete with the oldest software possible, a Joomla shirt and a 6-pack of beer. I’m sensing a theme here …

my-hankeyEveryone ended up with gifts to cherish. You cannot put a value on used firefighter boots and a book about surviving the Zombie Apocalypse. You just can’t. And, one co-worker got the last laugh as I opened the final, unwanted gift, after all of my gifts were stolen. Yes, Kenny G.’s “Duotones" CD is the gift which keeps on giving. I was pleasantly surprised to discover the Best Buy gift card Tom had cleverly tucked inside the CD, however. So, all’s well that ends well.

fondueOur team had a lot of fun, countless laughs and we’ll be inviting the White Elephant back to our room next year.

Happy Holidays from Trivera!

Laurie Vogt
Search Goddess and Chief Fun Officer

Trivera's Tom Snyder Speaks at ISACA Event

Everyone is buzzing about Social Media. Twitter, Facebook, LinkedIn, Foursquare, YouTube, blogs and other Web 2.0 sites and applications are the new face of the Internet.  Because Social Media is having a game-changing impact on how people make their buying decisions, businesses are rightly concerned. While Marketers view it as an amazing opportunity, others within most companies aren’t as enthusiastic.  Legal departments view it as a source of potential liability. For HR, it’s a ball of confusion. Accounting can’t figure out the return on the investment. Employees are unaware of its true impact on their career. And for IT, it’s just one huge pain in the rear.

Initiated as a consumer-oriented technology, social media is increasingly being leveraged as a powerful, low-cost tool for enterprises to drive business objectives such as enhanced customer interaction, greater brand recognition and more effective employee recruitment. While social media affords enterprises many potential benefits, information risk professionals are concerned about its inherent risks such as data leakage, malware propagation and privacy infringement. Enterprises seeking to integrate social media into their business strategy must adopt a cross-functional, strategic approach that addresses risks, impacts and mitigation steps, along with appropriate governance and assurance measures.

To educate professionals on the topic, Trivera president Tom Snyder presented The Risky Business of Social Media for the Kettle Moraine chapter of the The Information Systems Audit and Control Association (ISACA) on Wednesday November 16, 2011.

Event was presented LIVE  in BROOKFIELD, broadcast remotely to MADISON and the FOX VALLEY and available virtually via WEBEX.

Tom is available to speak for your event. Contact us for details