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Baseline Creative

Ranking in Google—Do you have to pay to play?

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Search engine optimization is important for a websiteRanking in Google is top of mind for anyone who has ever built a website. Google is the industry standard, and according to 48 states now suing the search engine giant, it’s also has unfair control of “online advertising markets which may have led to anticompetitive behavior that harms consumers,” (New York Times). Basically, the government is claiming that those who spend the most money on Google advertising products, such as AdWords, get better ranking which is unfair to websites with good content, but few ad dollars. For those of us in marketing and web development, this comes as no surprise. However, there is more to search engine optimization (SEO) than AdWords can buy and it’s important for businesses to know the value SEO has for their business.

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Yelp Reviews—The Good, the Bad and the Ugly

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Yelp business practices have come under fire recentlyEvery month, we get calls at Baseline Creative asking for assistance with Yelp reviews and accounts. And every time, we share in the frustration with our clients at the business practices we see Yelp using. Oftentimes, it seems that Yelp is holding the businesses on their platform hostage. More advertising on the platform seems to be the cure for most of those ails, but it doesn’t seem, well, ethical. Read More

What is Google Guarantee?

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Google Guarantee shows your customers you are prescreenedWhy Google Guarantee?

Google Guarantee is one of the latest tools from Google designed to let potential customers know your home service business has been vetted by Google.

People like a guarantee

Also, it gives customers a safety net—in the form of a possible refund—if they aren’t satisfied with the work quality. The vetting process makes it unlikely a customer would need a refund as Google only accepts businesses that are licensed, bonded and screened.

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Los Angeles Web Design: Arielle Antoine

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Los Angeles Web Design Happens in the Heartland.

In brief, Los Angeles Web Design is competitive. Celebrated brands are many. In fact, standing out from the crowd takes some effort.

We love our clients. We are selective with our work. Although at first glance you might wonder what Baseline Creative is all about. While many creative agencies focus on verticals. we prefer to be nimble. When they work in a specific industry and replicate creative content, the goal is to increase profit. However, this often means less creative and more selling. To this, we say “nah.”

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Re-Thinking Big (and Little) Data

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data visualization graphDuring a recent event we attended the Public Relations Society of America (PRSA) Kansas Chapter’s Professional Development Day, we gained valuable insight about data. Despite more than twenty years of experience, we discovered new techniques and tools for helping our clients achieve their goals. Additionally, it reinforced our confidence that metrics are essential to our work.

As an agency, Baseline Creative knows it is vital to stay on top of these advancements in measurement and analysis. When our work achieves the goals and objectives our clients need—and when there are measurable results we can effectively communicate—we demonstrate the ability of marketing to make a difference for a business owner and are able to establish a long-term relationship with a client. And that’s a winning formula for any agency.

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Strategy in Search—What Your Business Needs to Know

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How to keep up with your online business presence in search results

 

Need SEO Kansas City? Baseline Creative provides Search Engine Optimization as an ongoing service for our clients. We’re a creative agency based in Wichita.

Technology is constantly updating, refreshing, and changing. If it’s not an update to a currently existing product, it’s a new technology altogether. If you’re a marketer or business leader, you realize that you either need to adapt, or be left behind.

Baseline Creative has the expertise on this subject. We would love to sit down with you to define your goals and offer solutions to reach them. As technology changes, Baseline Creative is laser focused on best practices to adapt your brand accordingly. Specifically, part of best practices is improve your search engine optimization. Also, to focus on your reach, and the money brought in to your business through new methods.

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Capturing Micro Moments

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While waiting in the pick-up lane for your kids you grab your smartphone and search for recipes for sloppy joe’s for dinner, and look, there’s a coupon for ground beef! You’re at the electronic store looking at two different brands of surround sound systems and you stop to search the internet for reviews of each brand. One has 50 five-star reviews and the other has 100 two-star reviews. Which one would you pick? These examples are micro-moments — small increments of time in which a consumer uses a mobile device to find information fast — and it’s changing the way we live, shop and search for information. As marketers, we must take these advantage of these micro-moments and give consumers the information they want and need as quickly and efficiently as possible.How do we do this? According to an article by Google, it’s imperative to predict what these micro-moments might be for your customer and increase your presence in search results in all those moments. Google suggests performing searches in mobile and on desktop for all the top searches relevant to your business and do the same for your competitor. Whatever gaps you find, you can start to close. How? Start by focusing on four key moments for consumers — not just the moment they are ready to purchase a product, but along the way to that moment they click “buy”.

160920_baselinecreative_blog_micromoments“I-Want-to-Know Moments”
These are the moments in which a consumer is researching products. They have searched for a product type and are clicking on the pages they feel have the most relevant information. You need your product and your company to be in those search results to capture this micro-moment.

“I-Want-to-Go Moments”
In this moment, the consumer is searching for the closest physical location. Make sure your company, if applicable, has a store-locator function, allowing the potential customer options to come directly to you.

“I-Want-to-Buy Moments”
This is that moment when a consumer is standing in the store, deciding between products. They will read online reviews, consumer reports and any other relevant information. Make sure you’re on their radar.

“I-Want-to-Do Moments”
I’m not sure about you, but I’ve searched on YouTube for how to fix my dishwasher and my daughter is addicted to tutorials on hair and makeup. These moments capture the consumer by giving them the educational content, in an interesting way, that they need and want. YouTube reports that searches related to “how to” are growing 70 percent year over year.

What do all these have in common? Content and intent. Look for top searches, trending searches and question-phrased searches that apply to your business. Make sure you know where to be and create the content you need to be present in that space. It’s not just enough, however to simply be present. Your information must also be useful or users will leave, fast. In fact, Google reports only 9 percent of people will stay on a site if they can’t find the information they want or need or navigate quickly. Consumers are looking for quick, relevant content, not a “hard sell” when they are online.

Time is of the essence for most online activity, but especially in micro-moments. Your business should take steps to be as fast as possible. You can do this through several methods.

1. Eliminate Steps
How many steps does it take for the consumer to accomplish his or her goal? How can you eliminate those steps, until you have just what is needed? Google suggests one-click functionality, drop downs and other form-filling time-savers. Also, give the consumer alternative ways to finish the transaction — maybe it’s not the click to buy, but giving a customer a map to get to the store or a click to call button.

2. Anticipate your consumer needs before they want it.
Prominently display your calls to action on your website and in mobile apps. Once you have converted a sale, you know what kind of messaging they will be interested in for future sales.

3. Fast load speed is vital.
If your site takes more than three seconds to load, chances are, you’ve lost a potential customer. Most consumers will not wait for site loading. Work closely with your development team to make sure you have the optimal page loading time.

Progress can be measured by looking at the full-spectrum of where your customers find and engage with your brand and products. Mobile sales aren’t just measured by the device on which the sale is completed, but rather, what role did mobile play in getting the consumer to your product. Online reviews, videos, social media, all play a role in mobile’s path to a sale.

The times are a-changing and we, as marketers, have to change with them or risk being left behind like a shuttered Blockbuster Video store.

While waiting in the pick-up lane for your kids you grab your smartphone and search for recipes for sloppy joe’s for dinner, and look, there’s a coupon for ground beef! You’re at the electronic store looking at two different brands of surround sound systems and you stop to search the internet for reviews of each brand. One has 50 five-star reviews and the other has 100 two-star reviews. Which one would you pick? These examples are micro-moments — small increments of time in which a consumer uses a mobile device to find information fast — and it’s changing the way we live, shop and search for information. As marketers, we must take these advantage of these micro-moments and give consumers the information they want and need as quickly and efficiently as possible.
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