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Sep 23
Person holding a mobile phone with the TIkTok app loaded

The Turmoil Over TikTok

By Blog

One of the strangest results of the pandemic, is the meteoric rise of the social media platform, TikTok. As millions of people were quarantined at home they began downloading TikTok in droves just to see what it was all about. In February, the app had 113 million downloads alone. According to TechCrunch, by March, when quarantine was in full-swing in most states, TikTok had been downloaded 315 million times. And much to the chagrin of many in Gen Z, the app was attracting many Millennials, Gen Xrs and even Baby Boomers.

What is it?

So, what does TikTok do? It’s a video sharing app. Users can create and upload 15-60 second videos to the platform. Many users perform dances to popular songs, lip sync to those same songs, or perform comedy sketches. The algorithm analyzes what users like and share and based on that, will serve up similar content. Since the pandemic, content has changed to include more educational content, political content, and DIY videos. In fact, you can find pretty much anything on TikTok, which is part of the appeal to users and serves as an opportunity for marketers.

Marketing with TikTok

How can you market on TikTok? Advertisers can create ads that show up on the welcome screen, and many large brands have taken advantage of this space. Brands from Guess to Taco Bell and Apple have purchased space on the welcome screen. These are big brands with large budgets to spend.

However, other brands including the Washington Post, have used TikTok accounts to promote their businesses organically. For example, the Washington Post has created a TikTok account and it’s impressive. The newspaper posts everything from skits about the news, to behind the scenes journalism, and many “trend” videos that incorporate the latest viral trends into Washington Post content. Their content has earned them 649,000 followers and 25.8 million likes. A print newspaper that relevant in a space like TikTok, is a marketing win.

Brands can also connect with influencers to promote their products. Influencers on TikTok have up to 61 million followers, like influencer and former LSU student Addison Rae Easterling. According to Forbes, this has earned Easterling the title of the top TikToker, and her following online has led to brand deals with American Eagle, Reebok, Fashion Nova and other brands. She is now a full-time creator and influencer and earns over $5 million dollars a year. Influencers are growing on TikTok and partnering with the right one can lead to billions in sales.

Does it Have a Future?

But what about TikTok’s future? Over the past several months, the Trump administration has threatened to ban the app in the U.S. leading many users and creators to be concerned for its future.

The administration cited national security risks for the proposed ban. They maintained that as a Chinese-based company, the app supplied too much data information on Americans to a foreign government. The government maintained that if TikTok wanted to do business in the U.S. they needed to be owned by a U.S. company.

Microsoft was poised to purchase TikTok, but that deal fell through and it looked like the ban was going to happen in September. However, Oracle and Walmart stepped in and a deal was brokered for them to purchase a minority stake in TikTok, and move American data to the Oracle cloud, with more protections for American data. The ban was off.

Considering TikTok?

As marketers, the team at Baseline is always looking for the newest platforms and trends for our clients. While TikTok may not be the right advertising platform for every business, it does provide unique opportunities for brands to market themselves. Interested in learning more about TikTok or other marketing opportunities? Contact us!

Sep 06
GDPR, General data protection regulation compliance. Server room background.

Understanding GDPR: Safeguarding Data and Ensuring Legal Compliance 

By Blog

In today’s digital age, where personal data is increasingly vulnerable to breaches and misuse, regulations have become necessary to protect individuals’ privacy and secure sensitive information. The General Data Protection Regulation (GDPR) is a comprehensive data protection law enacted by the European Union (EU) to address these concerns. In this blog post, we will explore the key aspects of GDPR, including who it applies to, what it entails, when it was implemented, how it influences website development, and why compliance is crucial. 

Who Does GDPR Apply to? 

GDPR applies to two primary categories of entities including those that process personal data whether they have a physical presence in the EU as well as companies outside the EU. 

  • Companies or entities that process personal data as part of their activities, regardless of whether they are established within the EU. This includes organizations with branches or subsidiaries in the EU, regardless of where the data processing takes place. 
  • The other category of companies includes those established outside the EU that offer goods or services (paid or free) to individuals within the EU or monitor the behavior of EU residents. These companies must comply with GDPR to ensure the protection of personal data of EU citizens. 

The scope of GDPR is extensive and encompasses various industries, including technology, healthcare, finance, and e-commerce. While not all websites built by Baseline Creative may fall under the direct jurisdiction of GDPR, adhering to its principles can enhance website security, protect data, and minimize legal liabilities. 

What Does GDPR Entail? 

GDPR introduces several key principles and requirements that organizations must comply with including lawful basis, data minimization, individual rights, data security, and data breach notification.  

  • Personal data must be processed lawfully, transparently, and for specific purposes. Consent must be obtained from individuals, and they should have the right to withdraw their consent at any time. 
  • Organizations should only collect and retain personal data that is necessary for the intended purpose. Excessive or irrelevant data collection is discouraged. 
  • Organizations are required to implement appropriate technical and organizational measures to safeguard personal data and prevent unauthorized access, loss, or disclosure. 
  • In the event of a data breach that poses a risk to individuals’ rights and freedoms, organizations must notify the appropriate supervisory authorities and affected individuals within specific timeframes. 

How Does Baseline Build Sites in Compliance? 

GDPR was implemented on May 25, 2018, replacing the Data Protection Directive 95/46/EC. Since then, organizations have been required to align their data processing practices with GDPR’s provisions. Baseline Creative understands the significance of GDPR compliance and incorporates privacy-by-design principles into website development. 

When building sites in compliance with GDPR, Baseline Creative emphasizes the following practices, obtaining consent, establishing a privacy policy, measures for data storage and security and subject rights. 

  • Implementing cookie consent banners and ensuring clear and specific consent for data processing activities. 
  • Including a comprehensive privacy policy that outlines the types of data collected, the purpose of processing, and individuals’ rights regarding their data. 
  • Implementing robust security measures, such as encryption and access controls, to protect personal data from unauthorized access or breaches. 
  • Providing mechanisms for individuals to exercise their rights, such as easy-to-use forms for data access requests, rectification, erasure, and objection to processing. 

Why Is GDPR Compliance Crucial? 

GDPR compliance is essential for enhanced site security, data protection and legal compliance. 

By following GDPR guidelines, organizations can enhance their security measures, protecting personal data from breaches, cyberattacks, and unauthorized access. GDPR ensures that individuals have control over their personal data, allowing them to exercise their rights and protect their privacy. Failure to comply with GDPR can result in severe financial penalties and reputational damage for organizations. Compliance demonstrates ethical and responsible data handling practices. 

GDPR represents a significant step towards safeguarding personal data and protecting individuals’ privacy rights. Understanding its principles and complying with its requirements are crucial for organizations operating within the EU or dealing with EU citizens’ data. While not all websites may fall directly under GDPR’s scope, adhering to its standards can contribute to better website security, data protection, and reduced legal liabilities. By prioritizing GDPR compliance, companies like Baseline Creative can demonstrate their commitment to privacy and gain the trust of their customers in an increasingly data-driven world. If you need assistance ensuring your website complies with GDPR and other privacy and data protection regulations, contact Baseline Creative. 

Aug 31

Reviews: The Backbone of a Trusted Business

By Blog

When trying something new, do you research the business ahead of time? Whether you’re on the hunt for a new hairdresser, vet clinic, or doctor’s office, it’s beneficial to read reviews first, and then make an informed decision.

Testimonials can make—or break—a company’s credibility, trustworthiness, and authority. The power of a customer testimonial cannot be underestimated. When a potential customer reads an honest and unbiased review of your product, service, or business, it can influence them to choose you over your competitors.

Testimonials can generate new customers and lead to higher conversion rates. Think about the influence Amazon reviews can have on a potential buyer. As a customer, you may opt to purchase from a seller with raving 5-star reviews as opposed to selecting the default ‘Amazon’s Choice.’

Tips to Get the Most Out of Reviews

Baseline Creative has some ideas to help you leverage testimonials from your customers.

  1. Ask for reviews! Most people won’t provide a review (unless it’s a negative experience) unless they are asked. There are a number of strategies that can be used to get the reviews you need.
  2. When a customer posts about their positive experience with your business on their social media account, share it on your brand’s social media pages! Not only is this a great opportunity to toot your horn, but it allows for more visibility and exposure of your brand. Word-of-mouth marketing and customer testimonials are like referrals. All around, it’s a win-win!
  3. Learn from the good, bad, and the ugly. Negative reviews can be seen as learning opportunities. Figure out what you can do to improve the customer experience, ultimately leading to higher customer satisfaction.
  4. Use these reviews for to fuel a blog post, case study, or a customer success story on your website. Social media and blog posts help with your website’s visibility and Search Engine Optimization, ultimately helping customers find your brand.

Baseline Can Help

Soliciting and managing customer reviews can be time consuming. If you’re in need of someone to help manage this process and implement strategy to leverage your online reviews, Baseline Creative can help! Contact us to learn how we can help your business succeed!

Aug 31

Digital Marketing Case Study: WellSpring School of Allied Health

By Blog

Being on your social media a-game requires involvement from A to Z. For instance, this includes campaigns, content creation, monitoring, reporting metrics, analytics, and more. Whether your business identifies as big or small, there are many moving pieces that come together to form a successful digital marketing plan and presence.

WellSpring School of Allied Health – A Case Study

WellSpring School of Allied Health reached out to Baseline Creative in 2018 for help with social media management. WellSpring is a health and wellness-centered educational institution with locations in Kansas City, Lawrence, Springfield, and Wichita. With a variety of wellness programs and opportunities in four locations, WellSpring wanted to grow their brand specifically in Wichita.

Baseline Creative helped WellSpring’s Wichita campus establish, maintain, and grow their online presence through various digital marketing strategies. Most importantly, our team helped generate leads for enrollments in WellSpring’s massage therapy program in Wichita. In just the first few weeks of working with Baseline, WellSpring’s leads doubled for less money than they had previously been spending.

After a few months, Baseline was hired to work on social media for all four campuses. Overall, the goal was to develop a consistent brand voice and be cohesive across all campus locations and social media platforms.

Consistency, quality content, and customer service, are key to Baseline’s partnership with WellSpring and all our clients.

Why Baseline Creative?

There are many benefits of hiring an agency to manage your brand’s social media, especially if your team lacks the capacity to handle any or all digital marketing needs.

As digital marketing strategists, they bring fresh ideas to the table and think outside of the box, specific to your industry and goals.

In addition, Baseline has access to a variety of tools to help manage social media, maximize reach and conversions, and improve overall brand awareness.

Are you in a funk with your digital marketing efforts, social media presence, or brand identity? Baseline Creative can help! We offer a variety of full-service marketing packages, tailored to your needs. Drop us a line to get started on your next project.

Aug 31
Google Privacy Changes

Navigating New Privacy Protections

By Blog

Privacy protections and protecting consumer data is an increasing concern for tech companies such as Google. According to the search engine giant, searched for “online privacy” has increased by more than 50 percent each year. Google, like Facebook, has come under increased scrutiny for ad targeting and the use of cookies which track where consumers have been on the web. As a result, Google is planning a major shift in how they protect and track data.

Why this Google Ad?

Recently Google updated it’s “Why this Ad” feature as part of its privacy protections and transparency policies. When a user clicks on the downward arrow next to the ad that displays after a search, Google lists the reasons the ad was served to that consumer. For example, if you search for “sneakers” you might see an ad for Adidas. If you click the arrow it will tell you the reason you are seeing the Adidas ad is because of the search term you used. Google is taking this transparency a step further by adding in an “About the Advertiser,” which will give consumers the ability to see who is placing the ads.

Phasing Out Third-Party Cookies

For marketers, one of the most interesting elements of Google’s new privacy solutions is the phasing out support for third-party cookies. Cookies are important in digital marketing because they track where a consumer has been on the internet including which websites they’ve visited, and information provided to those websites including their name.

Sometimes, however, cookies can be accessed from third-parties which are different than the original websites a consumer has browsed. In these cases, ads for similar products or services may be served up to the consumer despite them never having visited that particular website. Google is concerned with third-party cookies because the consumer hasn’t specifically granted permission to track their information with the third-party.

First-party cookies are different in that the consumer can allow or not allow them when they are on a website. In this case, the consumer is in control of their privacy and their data and that is what is important to Google.

What Does this Mean for Marketers and Businesses?

As with any change, marketers have to look for new opportunities to connect with their audiences. Google is encouraging businesses and marketers to take a couple of different approaches to learning the same kinds of data about their customers that cookies provide.

First, Google is encouraging companies to use first-party cookies and their Google Tag Manager product offers measurement across all Google platforms including Ads and Analytics. Utilizing a customer relationship management (CRM) program is also helpful for tracking data on your customers with their permission.

Second, marketers are encouraged to deepen their relationships with consumers through opt-in tactics such as creating accounts or loyalty programs, or providing a convenience or special offer in exchange for contact information.

Finally, Google recommends working with partners who also prioritize privacy. When you are working with vendors who can track information, it’s important to make sure they value privacy and take steps to limit liability. For instance, California’s newly enacted California Privacy Rights Act has penalties for businesses who aren’t compliant with data protection. In addition, the General Data Protection Regulation (GDPR) in Europe also has strict policies about data collection and protection. It’s important that whoever you partner with for marketing, is familiar with these laws and has a plan in place to protect your business from liability.

Where Do I Start?

Navigating the privacy protections and digital marketing landscape can be daunting but Baseline Creative can help! Our digital marketing team can help your business become compliant with current regulations and help manage your digital advertising needs. Contact us to talk more about how we can help.

Jul 31
Content Creation with social media reaction icons

Creating Content in the Time of Covid-19

By Blog

Covid-19 has changed the world, including content creation and the marketing industry. How we market, where we market and the kinds of messages we create have had to evolve since the onset of the global pandemic.

As countries went into lockdown, media consumption increased worldwide by 44% according to an article by Search Engine Watch. Content creation started to change and brands struggled at the time because regular marketing messages were either no longer relevant or were tone-deaf. Community-focused content helped brands thank their customers and their employees. It also provided an opportunity for them to show compassion and empathy for all those affected by Covid-19.

Educational content has grown as well. As people used their quarantine time to learn new things content that provided lessons, or how-to, or even promoted formal curriculums became, and remain popular.

Content with Positive Messaging vs Covid-19

Uplifting and entertaining content increased as well. An article in Forbes.com states that TikTok became the most downloaded app in the world as over 315 million people downloaded it in the first quarter of 2020. If you aren’t familiar with TikTok, the content ranges from trendy dances and comedy sketches, to DIY videos and even educational videos. TikTok creators have a maximum of 60 seconds for each video and some creators have millions of followers.

This past week, Pinterest released insights about key search trends on their platform. The results included a focus on wellness, positivity and even starting a new business. From February to May, searches around mental health wellness increased 44%, gratitude increased 60% and positivity grew by 44%. Other search terms that saw an increase included stress relief activities, home exercise routines, starting a new business, and bucket lists. These shifts in searches show the kinds of content that social media users are eager to access to escape the current landscape and look toward a brighter future. 

According to Neilsen, from March 2019 to March 2020, the number of people who accessed information on their mobile devices increased 215% in the United States alone. As part of this growth, there was a tremendous upswing in e-commerce, which isn’t surprising given the number of brick-and-mortar stores that closed due to the virus. Additionally, as customers yearn for the tangible experience of going into a store to shop, more Virtual Reality and Augmented Reality technology is being used to entice customers online.

Don’t Forget About Imagery During Covid

Visually, content is changing as some advertisements switch up imagery to include people in masks, and social distancing. As we consider content and messaging during the pandemic, and perhaps into the future, the imagery we associate with our content has to be intentional. Handshakes, close group photos, and other kinds of images previously used in stock photos are being replaced with images that reflect the “new normal”. Even previously used phrases like “hand-in-hand” may need to be revised in your marketing content so as not to raise eyebrows.

As Covid continues to change marketing, Baseline Creative will continue to create content strategies that work, while being responsible and respectful of the state of the world. If you need assistance with your social media content creation, contact us—we’d love to help.

Jul 31
Google Analytics illustration

Google Analytics—An Oldie But a Goodie

By Blog

Utilizing Google Analytics might seem like a no-brainer, but it can be overlooked if you aren’t intentional about reviewing it regularly. While it is standard practice to install Analytics on websites, not every business continues to check in with the wealth of information the free Google tool provides. Why is Google Analytics important, and why is it a good tool? We’re glad you asked!

Why is Google Analytics Important?

In short, the answer is metrics! Once installed on your website Analytics analyzes all kinds of information from who visits your website to how long they stay on each page. All of these web metrics are important because they should help drive the strategy for your marketing. Everything from search engine ads and social media marketing can be measured in addition to data that can shape User-Experience and User Interface (UX/UI) on the website itself. Knowledge is power and the right knowledge can be used to help your business grow.

Why is Google Analytics a Good Tool?

First, GA is a free tool. It doesn’t cost a business anything to set up GA on their websites and yet the information it provides is invaluable. Second, since it is built by the world’s largest, and arguably most important search engine, you are getting keen insight into what actually works on your website. These are the factors that Google considers when ranking your site and you’re hearing from the horse’s mouth how well the site is performing.

Finally, the kinds of metrics that are measured in Analytics include your website’s top pages, as well as the keywords and search phrases that people are using to find your website. You can also see how long people stay on your pages and where those users are located. The amount of data that you have access to is vast.

An Investment in Time

Even though it’s a free tool, Google Analytics is an investment in time. It takes time to learn the platform—how it works, where you can find the data you need, etc. Then, it takes time to review the metrics themselves and make comparisons to measure performance. Some business owners have the time to invest in this, and some don’t.

For those who don’t, Baseline Creative is happy to help. We work with clients on monthly SEO, Google Ads, and social media marketing and utilize Analytics to help us develop and tweak strategies for those clients. These strategies help us provide guidance for businesses to better reach their target audiences—and ultimately, grow and thrive.

If you’re interested in SEO, social media, or other digital marketing, contact us! We would love to talk to you to see your needs and help you understand how Analytics can best work for your business.

Jul 31

Website Maintenance—Why is it important?

By Blog

Website maintenance is important! You can’t just build a website and then forget about it. Well, you can, but you’ll regret it. Websites are a major investment for most companies and as such, they should be properly maintained. What does this maintenance look like?

Security Updates and Version Updates

One important aspect of maintenance includes updates for the various plugins, and versions of themes, and content management systems used to build your website. If these plugins aren’t updated they can stop working properly—which affects the functionality of your site.

As your website evolves, there may be plugins you no longer utilize on your site. In those cases, those plugins should be deactivated to ensure they aren’t creating a security risk. Hackers have been known to access websites through deactivated plugins. Removing unused plugins helps decrease that risk.

The developers who build plugins and content management systems (for example, WordPress) are constantly updating their products. Sometimes this is to debug an issue that has arisen, and sometimes it is to increase the functionality of the plugin. Either way, keeping your plugins and CMS versions updated ensure that your website is always performing in the way it is intended.

Search Engine Optimization (SEO)

In addition to updates for plugins, search engine optimization (SEO) updates are important. A beautifully built website might as well not exist if it can’t be seen by search engines.

Search engines look for up-to-date and relevant content when they crawl websites for the answer to a search inquiry. Your website should have updated SEO to give search engines new information to crawl and present to a user. Search engines also update their algorithms regularly to ensure they are capturing the latest information.

In addition, keywords and metadata can change for your business and should be updated as needed as well to stay relevant for your target audience. SEO is constantly evolving and should be a major part of your ongoing marketing efforts.

Need some help with web maintenance? Baseline offers monthly maintenance and SEO packages for nearly every budget. Contact us to get your site up to date or get more information.

Jul 31
M-Care Healthcare website

Launching a Business in a Pandemic

By Blog

You can successfully launch a new business in a pandemic. Baseline Creative worked with Amanda Mogoi at M-Care Healthcare to help her launch the business from a side-gig to a full-time job. As a health care company with a mission to serve the underserved, including members of the LGBTQIA+ community, immigrants, homebound individuals, and those who are economically disenfranchised, Amanda and her team enlisted Baseline Creative to upgrade their brand, website, and to get the word out about their new location.

“M-Care’s mission and the passion the Mogoi’s have for helping others spoke to us and we knew we wanted to be a part of the good they are doing in our community,” said Bridgette West-Williams, Executive Director at Baseline Creative. “We have a wonderful relationship with M-Care and we appreciate the trust they’ve put in us to grow their business.”

Updating the Brand

Baseline Creative helped M-Care Healthcare with rebranding the company, including changes to the logo, creating brand standards, and creating a consistent look for the business’ marketing materials.

In addition, Baseline built a new website for M-Care with complete search engine optimization (SEO) and document downloads for new patients.

Baseline also crafted content calendars for M-Care’s social media and created social media ads aimed at growing the M-Care audience online specifically targeting the people M-Care serves.

The Results

The result? In just two months, M-Care is busy scheduling more patients than originally projected. “We couldn’t be happier that we chose Baseline Creative for all of our marketing needs. The team has been absolutely phenomenal! Baseline staff has been attentive to our needs, always listening and taking our vision to the next level creating great results for our business,” Mogoi said.

As for Baseline, we were happy to help M-Care reach their initial goals and we are excited to help them continue to grow. “It’s exciting to see their business growing so rapidly and being a part of the amazing work M-Care is doing,” Wes-Williams said.  

If your business is looking to grow, contact Baseline Creative to see how we can assist!

Jun 29
inaccuracy in social media

The Importance of Accuracy Online

By Blog

Misinformation, and disinformation, on the internet, specifically with social media, has been a growing topic of concern since the last national election. Since that time, some social media platforms have been working to identify or remove posts and memes that are inaccurate.

Brands Fight Against Inaccuracy

Sometimes misinformation can take a toll on brands who take a public stand on issues or get caught in the middle of a hoax. Think to brands such as Pepsi who frequently has to debunk the online rumor that they removed the words, “Under God” from a can design featuring the Statue of Liberty and the Pledge of Allegiance.

Recently, Ben & Jerry’s ice cream brand has come under fire for their support of the Black Lives Matter movement and are being targeted with false memes about their support, including a photoshopped image of the founders holding a “We hate cops” sign. In cases such as this, brands have to address the controversary because the spread of misinformation and disinformation can be detrimental to brand trust.

A study by HubSpot revealed that 78% of consumers say that disinformation does damage brand reputation. Along with the loss of trust, brands will lose profits. Survey respondents indicated they would shop or do business with another brand (23 percent), nine percent would pull money from the company’s stock, another 17 percent would stop doing business with them or actively boycott the brand. Only none percent would assume the damaging event is fake and 18 percent would defend the brand they trust.

Social Platforms and Misinformation

Facebook has been a particularly ripe vessel for “fake news”. In fact, according to a study by Human Nature Behaviour, Facebook spreads the most fake news than any other platform. Researchers noted that people spend an average of 64 seconds reading fake news while only 42 seconds on legitimate news stories. More than 1.73 billion people use Facebook each day, according to their first-quarter report in 2020, making it the most used social platform in the world.

In recent years, Facebook has taken steps to reduce the ability of targeted ads to be used for political campaigns. While Facebook won’t remove inaccurate posts, it will create a warning if a post contains false information. Most recently this step was used to help curb the spread of inaccurate information about coronavirus. Facebook is still cashing in on political ads and has been resistant to fact-check or remove inaccurate ads placed by politicians. This week, however, Facebook announced that while it won’t remove content from politicians that violate platform rules, it will add a label explaining why it has left the content up. In addition, Facebook is widening the category for hateful content in ads. This is in response to a massive boycott of Facebook ads from major advertisers including Verizon and Unilever.

In the past year, Twitter has taken to placing a warning on tweets that contain inaccurate information and hiding tweets that glorify violence, hate, or harassment or violate their policy against abusive behavior. In some cases, these tweets are removed. Unlike Facebook, Twitter shocked the world by recently banning political ads.

Baseline Creative’s Commitment to Accuracy

Baseline Creative works with dozens of clients each year with social media management and search engine marketing. We create content, share content and create ads for Google as well as social media platforms—and we take this seriously. Accuracy in information is crucial. Our clients’ reputations, as well as our own, depend on the quality of information we source and produce.

We employ public relations professionals who abide by the Public Relations Society of America (PRSA) Code of Ethics which includes the value of honesty. This value states, “We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.” As PR professionals, we are as bound to this code as physicians are to the Hippocratic oath.

Disseminating or being a target of misinformation or disinformation are sure-fire ways to lose brand trust, customers, and profits. If you need help with a public relations ordeal or crisis communication plan, Baseline Creative can help get your brand back on track. Contact us for more information.