Marketing

Five Things to Consider When Changing Your Corona Virus Cancelled Conference to a Virtual Event

Tips for your corona virus cancelled conference.

Are you an event manager, promoter or event planner? Has your event been canceled due to concerns raised by the Carona virus? Have you moved (or are you planning to move) to a virtual event?

There are a few things you should do now to prepare for the transition.

  1. Get in contact with a virtual tradeshow service. Virtual Tradeshow Hosting is one vendor. Other options might include video conference calls, video chats, Facebook and or YouTube live streaming.
  2. After your date is locked in and service is set, send an email to your registration list (with any special instructions to register again). If at all possible reduce/eliminate as much friction to re-register. This might involve setting up a username and password for guests and inviting them to register via an invitation link. Look to do whatever you can to pre-populate their account/invitation.
  3. Do a little pre-work and check your Google Analytics to see what kind of impact your work is making. If you don't have this or, another website analytics package it's time to seriously consider implementing.
  4. Once registration is setup and your registered guests have started to onboard, announce the change on your blog, share on social media and send out via press release services. Don't forget to overlook your registered guests and employees to share the virtual event across social as well.
  5. If you aren't seeing a large number of previously registered attendees sign up for the virtual event. There are many ways of leveraging ads to reach out to previously registered guests and similar audiences. Get in touch with us.
  6. Bonus Tip: Give your internal staff a heads up on the latest information and what they can do to minimize the spread of the virus. Hand washing is key!

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Why People Click Joins 16th Annual Extreme Nonprofit Makeover, 2020 Recipient Announced

Greensboro, N.C. – The 16th Annual Extreme Nonprofit Makeover has selected Gate City Legal Services as
the 2020 Makeover recipient. The project is supported by a grant from the foundations that support the
Guilford Nonprofit Consortium. Now in the program’s 16th year, the Makeover provides a 501(c)(3) nonprofit that serves people in Guilford County with a complete technology makeover– all for free to the nonprofit. The program helps a local
nonprofit do more community-focused work to help residents live better lives.

Gate City Legal Services was founded on the idea that every person deserves the right to an attorney. They strive to close the Justice Gap by providing quality legal services at reduced rates to those with low-to-modest income.

“Gate City Legal Services, Inc. is very grateful to be the recipient of the 2020 Extreme Nonprofit
Makeover. With this tremendous amount of support, GCLS will be able to better serve our targeted
demographic of individuals and families requiring legal services with low to modest income by
expanding the knowledge of our services as well as improving our efficiency capabilities for every case,”
said Sharon E. Dunmore, Esq., CEO.

Ten businesses team up with TechTriad to implement the Makeover: Solace IT Solutions (Chris Oakman,
CEO), Digital Phone (Nicky Smith, CEO), Magnetic Ideas (Jeff San George), Why People Click (Rob Ainbinder),
Computer Repair of Greensboro (Phillip Bishop), A Great Idea (Shane Lukas), Gefen Productions (Ellen Gefen),
Haystack CRM (Jennifer Davis), Sam Moore and Altina Layman (fundraising specialist).

They enable the Makeover with their generous donations of talented people and powerful solutions.
“I’ve not only built a successful business in Greensboro, I’ve raised my kids and planted my roots here,” said
Dr. Sue Polinsky, President of TechTriad. “The Makeover is our community give-back to help nonprofits that
do selfless work under trying technological conditions and help people who live in the place I call home.
Working with businesses who want to do something good for the people in Greensboro – is the best reward.”
Previous Makeover recipients:
2019-A Simple Gesture
2018-Interactive Resource Center
2017-Guilford Green Foundation
2016-Triad Junior Achievement
2015-Preservation Greensboro
2014-Sanctuary House
2013-Community Housing
2012-Tristan’s Quest
2011-Win-Win Resolutions
2010-After Gateway
2009-NCCJ
2008-Triad Health Project
2007-Community Theatre
2006-Triad Idol
2005-African American Genealogical Society

About Why People Click

Connecting customers with your business is all we do, through web site design, Google Ads, search engine optimization.

Why People Click Adds 360 Virtual Tours to Arsenal of Local Marketing Solutions for Asheboro Business

Why People Click Adds 360 Virtual Tours to Arsenal of Local Marketing Solutions for Triad Business

ASHEBORO — The same technology that made Google Street View possible has rolled out locally with a company that can create 3D virtual tours of building interiors.

Rob Ainbinder runs his marketing business, Why People Click but, a few months ago he decided to launch a virtual tour division, 360 Tour Pros. “A large number of local businesses already have websites and Facebook pages and are managing them well. We want to help these businesses stand out to customers in other creative ways,” says Ainbinder

“We photograph virtual tours of local businesses, and commercial properties,” Ainbinder said. “After we upload the tour to Google Maps, anyone can go online and see exactly what the building interior looks like. It takes the visitor inside the business before they ever get there. For Real Estate agents and property developers we use the same technology for tours of homes and commerical buildings but, privately host it for them to share exclusively on their preferred websites and within real estate listings.”

“The same technology that powers Google Street View outdoors is used inside,” Ainbinder said. “The technology is a just a few years old, so many local businesses are still looking at how they can utilize it. The 3-D virtual tour, once completed, is extremely detailed. The process begins with a specialized camera that takes the 360-degree photos.”

The camera is moved every five to 10 feet to include every space in the building. Once complete, the 3-D tour can be viewed from any angle.

“This technology is pretty new, but I see demand increasing as more people realize its benefits,” Ainbinder said. “We’d like to see every business in Asheboro and across the Triad region have a 3-D virtual tour of their buildings and be visible on Google Maps, that’s our goal.”

To learn more about the service visit the Google Streeview Tour page, call Why People Click at 336-303-1834 or, visit the service's Facebook page at: https://www.facebook.com/360tourpros

 

Measuring Without Good Marketing Data is Like Driving Without Directions

What is Marketing Data?

In the context of this post, marketing data is any measurement of a marketing channel’s effectiveness. Marketing data could include email open and clickthrough rates paired with the campaign data logged in Google Analytics to help you understand what visitors from your email newsletter did after clicking through to your website. Other marketing data might be the people who registered at your tradeshow booth. Still more data can be gleaned from Social Media. Ultimately you want to understand the effectiveness of your marketing activities toward some action by a prospect that engages with you.

Where to Find Good Marketing Data to Measure?

Good marketing data can be found in many places. Some of the more common places to find good marketing data are:

  • Email Marketing Platform
  • Marketing Automation System
  • Website Analytics like Google Analytics
  • Social Media Tools/Platforms like Facebook Insights.
  • Search Engine Optimization Tools like Google Search Console

Should I Compare Our Company’s Marketing Data to Another Company for Measurement?

In general, we recommend you compare your marketing data to itself. Why is this? We have found that even within the same market verticals audiences tend to exhibit different characteristics between two companies. In addition, technical design factors can inhibit or, enhance a prospect’s path to purchase/lead. Put another way, your website or, your competitor’s could be faster, slower, look better or, worse on a smartphone. These and other factors would skew the comparison of your data to their data. Another example can be seen in comparing social media data to a competitor. Many factors influence the engagement of a post. From creative to the time of day, day of the week, to social channel posted, all of these factors can impact the data collected.

Can There Be Too Much Marketing Data?

Absolutely. If the data doesn’t contribute to some aspect of your marketing, be it the contribution of a programmatic ad campaign to awareness, effectiveness of your welcome/new subscriber email, defined goals in Google Analytics or, funnel steps in your marketing automation it might be data that you don’t need to track or, otherwise include.

Need Help with Your Marketing Data?
We’ve helped companies big and small with their marketing data questions. From Google Analytics to email, SEM, social media data and more.  Sifting through it all can be a big deal and it’s mission critical. If you don’t have a measurement framework in place and know what you are measuring, contact us

Second Harvest Food Bank of Northwest NC Launches #feedingcommunity Blog with Digital Partner Why People Click

Nonprofit expands its digital footprint with a mobile friendly storytelling platform

WINSTON-SALEM, NC & ASHEBORO, NC - Second Harvest Food Bank of Northwest NC and Why People Click announces the launch of the food bank’s blog #feedingcommunity.

Jenny Moore, Development Manager Public Relations & Marketing for Second Harvest Food Bank of Northwest NC said that, “with the launch of this blog, we have the opportunity to tell the human side of the story of food insecurity in our local communities and also to lift up the many ways people and organizations are coming together to provide food for today and hope for tomorrow for struggling families.”

“Non profit or for profit, it’s essential for organizations of all sizes to be able to tell their story in ways that move people to action, be that through blogposts, photos, videos or podcasts.” said Rob Ainbinder, principal at Why People Click. “This blog gives Second Harvest the flexibility to tell their stories how they wish and in a meaningful and compelling way.”

The blog was built on the WordPress platform leveraging Second Harvest’s existing relationship with Why People Click for strategy and design and Second Harvest’s webhost partner Host Rocket.

Visit the blog at: http://hungernwnc.org/blog/

About Second Harvest Foodbank NWNC

Second Harvest Food Bank of Northwest NC is a proud resource and partner for more than 450 on-the-ground food assistance programs across an 18-county service region. Together, we address immediate needs for food assistance in our communities and work to end hunger through education, outreach, advocacy and collaborative partnerships working to support long-term, positive change for families.

About Why People Click

Why People Click is a digital marketing agency that helps small to medium size businesses and nonprofits increase their effectiveness in reaching the right person at the right moment. We develop and implement marketing strategies that deliver results. On the web at www.whypeopleclick.com

Why People Click Present at Lewisville – Clemmons Chamber of Commerce 7/12/2016

Rob Ainbinder, founder of Why People Click, presented “Why Blogging is Important for Your Brand & Your Business” at the Lewisville – Clemmons Chamber of Commerce July meeting on 7/12/2016 at the Historic Broyhill in Clemmons. The Summer theme of the meeting was great idea with attendees getting to play with sand. The half hour presentation covered Rob’s evolution as a lifestyle blogger as well as a lively exercise generating blog post titles and ideas.

Picture of attendees at Lewisville-Clemmons Chamber of Commerce, July meeting.
Picture courtesy of Angela Levine – Connect Marketing.

Blogging Presentation

About Why People Click
Why People Click works with small to medium size business and nonprofits to help them find their voice, grow their reputation and connect with the right audience through strategy and carefully executed digital tactics.

About the Lewisville – Clemmons Chamber of Commerce
The Lewisville-Clemmons Chamber of Commerce is a great place for you and your business. Chamber members have the opportunity to make new business contacts, take advantage of training and educational opportunities, and find low-cost opportunities for promoting your business in the local community. Visit the Lewisville – Clemmons Chamber of Commerce website here

SEO is the Student Not the Master in Content Marketing

In the early years of Search Engine Optimization and Content Marketing you could get away with stuffing keywords on a page to “game” the search engines (Google, BING, Yahoo) and it worked. However, there were two downsides to this practice. One, it’s a technique that was eventually discouraged and finally, penalized by the search engines. Second, this technique flat out sucked for the visitor/reader. Anyone actually reading a “wall of repeating text” stuffed with keywords wasn’t going to hang around long and probably wouldn’t want to do business with you. These were the Dark Ages of Content Marketing when SEO was the master. Eventually, search engines got wise to what was going on and adjusted their algorithms.

Not everyone made changes and some flat out refused to adjust their tactics. This was certainly to the detriment of their lead generating activities. If you’ve read online for any amount of time or, you are trying to attract and engage with prospective customers online you’ve (hopefully) adjusted your strategy over the years.

In a recent post by Mark Schafer he says, “I made a decision at the beginning of my blogging career to write for readers and NOT write for SEO.” And this got us thinking.. is their some seismic shift in content marketing? Or, some new standard for writing for the web?

We aren’t in complete agreement that we should NOT write for SEO. Rather, we’ve thought that SEO should be moved from the role of a strict master to that of a student. In other words, when we write, write with SEO in mind… not strictly for SEO (like the old days) AND write for your visitor/customer.

If we take the approach of SEO as student in content marketing there are several benefits:

  1. We are mindful of changes that need to be made to content marketing and strategy due to changes by search engines
  2. We keep the needs of our prospective customers in mind as well.

Was SEO ever the master? Or, always the student? Let us know what you think in the comments.

Why People Click CEO to Speak at XY Media Group’s “Dad 2.0 Summit” in Washington D.C.

Rob Ainbinder CEO & Founder of Why People Click, will speak at XY Media Group’s DAD 2.0 SUMMIT, February 18 – 20 at the Mandarin Oriental Hotel, Washington D.C.

Ainbinder will speak as part of a panel “The Signal and the Noise: Standing Out From The Crowd” aimed at helping blogging dads in attendance more effectively serve their audience and enable them to reach their goals amid a crowded universe of individual publishing platforms.

The conference attracts dads and brands from all over the country and internationally. This year the conference has registered over 400 attendees.

DAD 2.0 SUMMIT, started in 2012, is a conference where marketers, social media leaders, and blogging parents connect to discuss the changing voice and perception of modern fatherhood.

More men are defying stereotypes by taking active roles in their children’s lives, making day-to-day household purchasing decisions regarding products and services, and chronicling these experiences online. The Dad 2.0 Summit is an open conversation about the commercial power of dads online, as well as an opportunity to learn the tools and tactics used by influential bloggers to create high-quality content, build personal brands, and develop viable business models. To learn more about the summit please visit www.dad2summit.com

About Why People Click

Why People Click is a digital marketing agency that helps small to medium size businesses and nonprofits increase their effectiveness in reaching the right person at the right moment. We develop and implement marketing strategies that deliver results and increase customer satisfaction. On the web at www.whypeopleclick.com

About XY Media Group, LLC

XY Media is the leading interactive agency that specializes in connecting brands with today’s men and fathers.  It’s our mission to promote positive and authentic images of modern fatherhood, while helping brands connect with dads via authentic messages, memorable engagements and thoughtful relationships. We care about fatherhood because we are dads ourselves. And we believe that any story about marketing to adult men is a story of today’s dads. On the web at www.xymediagroup.com

Understanding Google Analytics: Website Goals

Understanding Google Analytics Website Goals

“We have so much data on the web, almost all of it available for free, that we dive into the data ocean hoping that magically awesome things will follow. They never do.”

― Avinash Kaushik, Digital Marketing Evangelist - Google

If you're a business owner, marketing manager or, agency owner this blog post is for you. Do you "not quite" understand Google Analytics reports? Maybe your eyes just glaze over at the sight of any of those dashboard reports that mysteriously show up in your email every month? Or,  you find yourself  scratching your head as something like this stares back at you when you log-in?

Google Analytics Report

The challenge is that your business is going 100 mph forward and this is a look in the rearview!
In fact, every single report IS a look back. So, what's the point? Collectively, some of this can help make decisions going forward.

Do You Have Website Goals Defined?

In Google Analytics go to Conversions > Goal Report. Are there signs of life or, do you get this?

Google Analytics Website Goals Not Defined
Aww, website goals aren't enabled. 🙁

If you are seeing this screen, stop here. Go back to your web designer and ask for at least one goal to be set up. In many cases, it's just a matter of tracking a meaningful action that is already happening on your site. This goal could be something like:

  • a contact form submission
  • e-mail submission
  • whitepaper download
  • newsletter subscription
  • donation
  • e-commerce order confirmation

Once your web designer has setup the goal on your site and in your Google Analytics, you'll begin to see a report like this. In Google Analytics go to: Conversions > Goal Report

Google Analytics Report defined

Now we are on to something! And if you see a screen like this, congratulations! You are on your way to some meaningful information.

All Website Goals Aren't Equal

It would be helpful at this point to mention that all of your web site goals aren't equally important. But, how do you know? By taking steps to define them and integrate them into a measurement frame model you can tie this into different types of priorities. The steps to developing website goals include:

    1. Identify the business objectives upfront and set the broadest parameters for the work we are doing.
    2. Identify goals for each business objective.
    3. Write down the key performance indicators.
    4. Set parameters for success upfront by identifying targets for each KPI.
    5. Identify the segments of people / behavior / outcomes that we’ll analyze to understand why we succeed or failed.

In our next post we'll break down these steps into some meaningful ways to measure.

Maybe you'd like some help implementing a measurement framework model, or goals?
Take a look at our Google Analytics service page.

Finish line image: Flickr user jayneandd
Measurement model: Avinash Kaushik




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Should You Trust Your Domain Registration to Your Marketing Agency?

As a business owner you have plenty of responsibilities: taxes, payroll, sales, marketing… the list goes on. So, when someone from your marketing agency is working on website for you they may register a domain name for your company.  Should you let them do it? What are the issues that may arise if they do? Can you register the domain yourself?

Let’s take a look at each of these questions:

  1. Should you let your marketing agency register your domain name? It depends. If they are registering it on your behalf and will list you in the registration as a contact you probably should let them do it. A better idea is that they register it for you and  then transfer it to you immediately.
  2. What are the issues that may arise if your marketing agency registers your domain name? We’ve seen a variety of issues arise. Sometimes the agency has some kind of wacky agreement that you have to buy the domain name from them at some hyper-inflated price. Sometimes the agency won’t release the domain ever. And other times the agency will transfer/release the domain name to you.
  3. Can you register the domain yourself? Absolutely, there are lots of options. Our favorite is Namecheap

The important thing is that you get real clear information about the domain name and what happens if you part ways with your agency. There are very few reasons why an agency should hold your domain name hostage.