25 May 2018
No matter where your business is physically located, an online presence—a blog, an e-mail newsletter and list, a podcast, social media, a video channel, a website, and other published content—makes you part of a global network. This international access through the Internet means you and your business need to be aware of the European Union’s (EU) General Data Protection Regulation (GDPR).
What the GDPR is
The GDPR goes into effect on May 25, 2018. It is a series of regulations that govern how personal information must be handled. Lead generation, newsletter opt-ins, sales records—it doesn’t matter if the product or service is free or paid—are all to be treated with the utmost care. Client data must be protected and customers must be given multiple ways to check and delete the information a company has on them if they so desire. Personal data is any identifying information including but not limited to
• E-mail address
• IP address
• Personal preferences stored in cookies
• Phone number
• Street address or other location
According to MarTech Today’s Guide to GDPR—The General Data Protection Regulation, “the EU is aggressive about protecting consumer privacy…[and] recognizing that data can travel well beyond the borders of the EU, GDPR provides protection to EU citizens no matter where their data travels. This means that any company, anywhere, that has a database that includes EU citizens is bound by its rules. Businesses of all sizes are affected—from micro to multinational. No one is exempt.”
You can sidestep the problem by choosing to either block users from the European Union from accessing your online presence or stop doing business altogether. Klout, which routinely accessed social media data, will cease doing business on May 25, 2018. You can choose to protect privacy and adhere to the GDPR by
• Creating an easy-to-understand consent form that allows you to get written permission from anyone whose data you will have access to
• Providing a simple way for those who have previously granted permission for you to access their data to revoke their consent
• Encrypting data you collect
• Pseudonymizing individual portions of data—assigning anonymous name and location information, for instance—that can only be pieced back together with the correct key, like a closely-guarded birth date
• Setting up safeguards to alert you and your customers to a data breach within 72 hours
• Requiring parental consent for children up to age 16
How the GDPR will affect your use of Google
If you are using any Google products—analytics, AdWords, cookies, DoubleClickCampaign Manager, Tag Manager—to track the behavior of visitors to your site, especially if that data will be used to personalize ads, you must get your visitor’s permission. This is the updated Google policy:
“If your agreement with Google incorporates this policy, or you otherwise use a Google product that incorporates this policy, you must ensure that certain disclosures are given to, and consents obtained from, end users in the European Economic Area. If you fail to comply with this policy, we may limit or suspend your use of the Google product and/or terminate your agreement.
Properties under your control
For Google products used on any site, app or other property that is under your control, or that of your affiliate or your client, the following duties apply for end users in the European Economic Area.
You must obtain end users’ legally valid consent to:
• the collection, sharing, and use of personal data for personalization of ads or other services.
When seeking consent, you must:
• retain records of consent given by end users; and
• provide end users with clear instructions for revocation of consent.
You must clearly identify each party that may collect, receive, or use end users’ personal data as a consequence of your use of a Google product. You must also provide end users with prominent and easily accessible information about that party’s use of end users’ personal data.
Properties under a third party’s control
If personal data of end users of a third-party property is shared with Google due to your use of, or integration with, a Google product, then you must use commercially reasonable efforts to ensure the operator of the third-party property complies with the above duties. A third-party property is a site, app or other property that is not under your, your affiliate’s or your client’s control and whose operator is not already using a Google product that incorporates this policy.”
How the GDPR will affect your e-mail marketing list
If you have an e-mail newsletter, you should have already received permission to add people to your list. Under GDPR rules, you need to promote your newsletter to get explicit permission to add someone to your list. Signing up for a freebie no longer equals consent for additional mailings. You also need new consent forms from your European readers before May 25, 2018.
How to acquire permissions
Google provides concise how-to information for advertisers and publishers—those with blogs, websites, etc.—regarding gaining consent to meet GDPR requirements at http://www.cookiechoices.org/.
What to do now
Let Tate Design handle your copy development as you incorporate the necessary changes into your
• E-mail marketing
• Website copy writing
• WordPress blog
For more information on the new data privacy rules and their impact on online marketers and consumers, check out some links we found helpful below.
Google consent how-tos for advertisers and publishers http://www.cookiechoices.org/
Google EU user consent policy https://www.google.com/about/company/consentstaging.html
MarTech Today’s Guide To GDPR https://martechtoday.com/guide/gdpr-the-general-data-protection-regulation
At Tate Design, we are here to help you build a strong brand and a vibrant online presence. This means we keep informed about changes in the social media landscape and know how to take appropriate action. Here is what you need to do.
Forget what you know about big numbers
Clicks, likes, shares, social proof, and traffic to your blog or website are not as important as building an amazing audience. Instead of looking at numbers of people, look at their engagement with you and your content. As Jeff Bullas shared in an interview on unpacking social media trends with Jeff Steen on March 14, 2018, “The real connection with an audience, whatever your goal, happens when you share your honest thoughts and feelings. That’s incredibly powerful and can incite change more quickly than a well-rehearsed presentation on sales or industry trends.”
Make your content mobile-friendly
Social media users aren’t all at their desktops. From 60% of LinkedIn users to 100% of Snapchat users, the majority of users on these major social networks (Facebook, Instagram, LinkedIn, Pinterest, Snapchat, and Twitter) use their mobile devices to access content.
Choose more than one platform
When asked, “What is your single most important social platform?” for this year’s Social Media Marketing Industry Report, 67% of 5,700 respondents said Facebook, 12% LinkedIn, 10% Instagram, 5% Twitter, 4% YouTube, 2% Pinterest, and 0% Snapchat. While Facebook obviously has a loyal following now, their January 2018 algorithm change may encourage you and/or your audience to look elsewhere. Also, who knows what social media platforms will best serve your audience and your business in the future?
Basically, Facebook has changed its news feed. Instead of helping you/your audience find relevant content, the goal is now to help you have more meaningful interactions. Facebook wants you—the content creator—to post content that will accomplish this for them. They want to see your followers get others to Comment and Like, respond in long (not one-word) answers, carry on conversations with others in response to what you post, and share your content on Messenger so they can talk about it with friends.
Take a look at messaging
Messaging is gaining in popularity. As of January 2018, Facebook Messenger and Facebook-owned WhatsApp both had 1.3 billion active users. Another 217 million people use LINE, the messaging system that replaced Japan’s telecommunications after their massive earthquake. An additional 2.1+ billion people actively use QQ, Skype, and WeChat. This is almost equal to the total of active Facebook (2,167 million), Instagram (800 million), Twitter (330 million), and YouTube (1,500 million) users.
Realize organic content won’t be as effective
Michael Stelzner, speaking at Social Media Marketing World in March 2018, shared that your organic content will no longer have the reach that you have enjoyed in the past. Links to your external pages—blog posts, website, landing pages—will get less visibility with the new Facebook algorithm and this applies to personal posts, your groups, and your event postings.
Even videos will get less space in the Facebook news feed. According to a statement by Mark Zuckerberg during Facebook’s January 2018 quarterly update “We made changes to show fewer viral videos to make sure your time is well spent. In total, we made changes that reduced time spent on Facebook by roughly 50 million hours every day.”
Stelzner observed “…you are about to hit the end of the organic road if you are part of the 89% using Facebook to generate exposure or the 81% to generate traffic to your website.”
Invest in advertising on social media
Obviously, increasing organic posts on Facebook—and possibly other platforms, too—will not produce the results that investing in high quality, relevant, targeted ads will. Ads will become more important. Tate Design can help you with this process.
Try different kinds of videos
Video will remain popular but there is no one clear winner. Facebook likes quick on-the-go videos, which is why they have Instagram Stories. They also love video because it gets people talking. Unfortunately, only 35% of those in this year’s Social Media Marketing Industry Report are using it (but 77% say they plan to increase their use of all kinds of video in the next 12 months). Facebook’s algorithm also adores videos that are crafted as episodes of a story, which encourage viewers to keep coming back for more.
Bullas, in the previously mentioned interview, noted, “There’s a push now to create longer-form, more meaningful content. And sure…there are different kinds of content and there’s tension between quick-hit content “bites” and content of consequence. But I think there will be a lot of focus on quality, long-form content this year because there’s so much crap online. People want content that is real, that has value.”
If you are new to video, here are some easy ways to do live video that has value:
• Ask in-depth questions that get people talking about meaningful things
• Give a tour of your place of business or walk a customer through the production of their purchase
• Report breaking news in your industry and comment on what it means to you personally
• Review books or tools as they hit the market, just when your friends are considering a purchase
• Share tips your followers can use immediately
• Show your audience around a live event and tell them what you are learning, what they shouldn’t miss if they attend, what you wish you had packed, or your favorite giveaways
Once you have created your videos, make good use of them. Post them on multiple social media sites.
Explore automation and artificial intelligence
It’s great to show how human you are in all those videos but there is also a time and place for human-like technology. That time is now. Chatbot use is on the rise. David Marcus, head of Messenger for Facebook, reported that more than 200,000 bots were live in January of this year. They will continue to be an important part of quickly responding to customer queries for many businesses. AI and automation will play a greater role in marketing and publishing, too.
However, Twitter has come back hard in an effort to prevent spam and bot activity. They will no longer allow posting of identical or nearly identical material on multiple accounts at the same time. If you do not comply, your Twitter account may be suspended. This rule does not apply to emergency and public safety announcements or weather bulletins.
Look for more storytelling
Storytelling isn’t limited to Facebook and Instagram. More storytelling is happening on LinkedIn, which continues to grow as the best social network for business. Even Twitter has enabled better stories with its increased character limit.
Don’t be intimidated by this list or the rapid changes that occur in the world of social media. We at Tate Design are on your side every step of the way with your social media marketing and graphic design for your ad campaigns and other online content. Stay ahead of the game. Start with a call to Tate Design at 610.725.0702 or an e-mail to firstname.lastname@example.org.
07 Dec 2017
Tate Design continues to faithfully report on Pantone’s Color of the Year so you can incorporate these trending colors into your marketing materials. For instance, you may have added
• 2017’s Greenery in photos with a potted plant or a woodland location
• 2016’s dual winners of Rose Quartz and Serenity in team shirts for a company event
• 2015’s Marsala as an accent color in an advertising campaign
• 2014’s Radiant Orchid in background displays of your products
• 2013’s Emerald as part of a new product or its packaging
Pantone’s Color Of The Year for 2018 is Ultra Violet. This vivid purple combines the two rather plain and opposing colors of red and blue (and too reminiscent of politics) to create something new and brilliant. In the words of Pantone Color Institute’s Leatrice Eiseman, Ultra Violet “communicates originality, ingenuity and visionary thinking.”
At Tate Design, we want to help you fit this latest color trend into your brand and business strategy. Adding just a touch of the Color of the Year to your brand colors will keep your brand recognizable yet fresh. Consider refreshing your
• Marketing materials
• Social media profiles
• Trade show giveaways
with hints of Ultra Violet, the Color Of The Year, instead of redoing them completely.
If you are looking for graphic design updates or if you are uncertain about how best to use Ultra Violet with your brand, give Tate Design a call at 610.725.0702 or e-mail email@example.com. We’ll work with you to use Ultra Violet to give your marketing materials a fresh new look.
02 Oct 2017
Google wants to see HTTPS everywhere. Websites beginning with https:// already rank higher in Google search results than their http:// counterparts. Starting in October 2017, the stakes are even higher. Google has cautioned that Chrome will display a “Not Secure” warning “when users enter data on an HTTP page, and on all HTTP pages visited in Incognito mode.” (Incognito Mode is a form of anonymous web browsing, where user searches are not recorded in Browsing History.) This means that all HTTP sites containing
• Login fields
will be marked “Not secure” when a website visitor begins to type. An entire site will be marked as unsecure if the viewer is in Incognito mode.
Like mobile phone use, the use of HyperText Transfer Protocol Secure (HTTPS) and Secure Sockets Layer (SSL) certificates are expected to skyrocket in the coming years. Like Google, users will demand secure connections. They will look for the padlock or green browser bar—both signs of encryption—before entering personal information, making a purchase, or even browsing websites.
Without the HTTPS designation, you and your website may lose trust, business, and Google ranking. Take action now to prevent this.
You get the HTTPS label when you apply encryption. To begin, you need to decide which SSL certificate you want your website to have. An online store with hundreds of products may prompt you to select a different option than a simple blog. Choose a DV or domain-validated SSL certificate and you get the basic green padlock symbol. Select the EV or extended-validation certificate and your company name appears beside the padlock. We explained the possibilities for preparing for heightened security needs in our earlier post “What Is SSL And Why Do I Need A Certificate Now?” so use this as a guide.
Unfortunately, switching from HTTP to HTTPS is not a one-step process. Selecting your SSL certificate and desired level of obvious security are just the first step. Fortunately, Tate Design can assist you every step of the way with securing your website with HTTPS.
Don’t wait! Get started with a call to Tate Design at 610.725.0702 or an e-mail to firstname.lastname@example.org.
07 Sep 2017
We addressed the issue of how often to redesign your website in our post “Signs Your Website Is Outdated.” Now we’ll show you what was important as we refreshed the Tate Design website.
We positioned our brand at the top
Current clients will recognize our logo and new customers will see “Strategic Marketing ● Web Development ● Graphic Design” and know exactly what we can do for them.
We kept the website mobile-friendly and responsive
When redesigning your own website, choose a website template that displays well on mobile devices and adjusts to varying screen sizes—smartphones, tablets, and PCs all manufactured by multiple companies—without looking contrived or ugly.
We immediately addressed the needs of prospective clients
We accomplished this with a carousel of 5 images and their corresponding “I need…” statements and call-to-action buttons.
• I need my website to stand out. Learn more
• I need mobile-optimization assistance. Get help
• I need to show well in search results. Begin here
• I need consistent compelling branding. Get started
• I need a marketing strategy that pays for itself. Here’s how
We included multiple ways to contact us and engage with our brand
We know some people dislike talking on the telephone so we included an e-mail address, a mailing address, and ways to communicate on social media, too.
We painted a big picture of what we do
How we can propel your business forward is our focus. Our blog provides marketing insights—and we make it easy for you to get it delivered right to your inbox. Graphics and keywords concisely depict our services.
We built for trust
We included awards, our firm’s signature of commitment since its founding in 1994, a photograph of our office, professional memberships, testimonials, and verification that our website is secure.
Now it’s your turn. If your website needs refreshing or major redesigning or you are looking for one of these services
• Internet Marketing
• Social Media Marketing
• Graphic Design
• Brand Development & Corporate Identity
• Strategic Marketing Campaigns
• Trade Shows & Events
• Copy Development
call Tate Design at 610.725.0702 or e-mail email@example.com for marketing communications that get results.
19 Dec 2016
Once again, Pantone—the global color authority—has named a Color of the Year. Greenery is their 2017 choice.
This vibrant green reminds one of a dappled forest floor coming to life in the spring with may apples and skunk cabbages, two welcomed sights after a long winter. It speaks of life, health, vitality, and a connectedness with nature. It is meant to be rejuvenating and invigorating.
Like other Colors of the Year—2016’s Rose Quartz and Serenity, 2015’s Marsala, 2014’s Radiant Orchid, and 2013’s Emerald—Greenery should be used to your advantage, not just because it is the Color of the Year.
Once again, we at Tate Design encourage you to look at how the latest color trend fits into your brand and business strategy. For instance, we suggested using Marsala as an accent color in an advertising campaign or as the background color for your product images. We proposed that you use Rose Quartz and Serenity in outfitting your team before photo shoots and corporate events and as the colors for products and/or their background displays.
The bright freshness of Greenery can add a pop of color to your photos and other graphic design images. When used for company attire, it conveys a respect for the environment, a commitment to health, financial responsibility, and work/life balance. As mentioned before, it can be used for product backgrounds or as an accent piece—a green plant next to your product—in your shoot.
You have a story to tell your audience. Use your brand colors and Greenery to help tell your tale. Greenery will appeal to people’s desire to
• Connect with nature
• Be environmentally friendly
• Feel alive
• Accent the positive
• Look forward to new life
• Experience rejuvenation
Adding a splash of the Color of the Year to your brand colors keeps your brand recognizable AND fresh. If you are unsure how to incorporate Greenery into your business strategy, give Tate Design a call at 610.725.0702 or e-mail firstname.lastname@example.org. We can work with you to refresh the colors of your marketing materials, templates, website, social media profiles, and trade show giveaways instead of redoing them completely.
22 Aug 2016
Tate Design now offers a pay-per-click online advertising starter package. With PPC advertising, you
• Reach the people who are actually searching for your products or services right now
• Attract more attention from the target market you choose with your keywords
• Get qualified leads and visitors to your Web site
• Only pay when someone actually clicks on your ad
The Tate Design PPC “Starter Package” includes the following (in alphabetical order):
Account Creation – Using an existing company Gmail account, we will create your AdWords account. All clicks are charged directly to you by Google with no middle man. If your company does not have a Gmail account, we can create one for you.
Ad Creation – For the Ad Group, we will create three text ads and one mobile ad for you. We will provide the ad variant selection, creation of ads, bidding strategy development for the Ad Group, and competitive analysis.
Ad Group Creation – This is where we create ads, set up bids, and select keywords and landing targets.
Campaign Creation – You may have multiple campaigns under a single account. We will create the first campaign for you as part of the “Starter Package.”
Contextual Targeting – For the “Starter Package,” we focus on text-based ads that are triggered by specific search activity. These appear on Google search result pages and across a network of other Google-related search providers.
Initial Management and Strategy – There will be a fairly significant amount of tweaking, keyword modifications, and bidding strategy changes that will occur in the first few weeks of the campaign to get it running. Changes and additions after the initial 14-day period are not included with the “Starter Package” and will be billed separately.
Keyword Research – We will work with you to gain a general idea of the terms that will be valuable to your business and then Google helps us identify highly searched variants. We go through variants and find specific terms that have value for you.
Reports – You will receive reports from your AdWords account letting you know how your campaign is performing.
Companies have a wide disparity in their monthly PPC spend. Your budget should be based on your marketing objectives, your current cost per lead, and your pricing tolerances. Think of PPC advertising like a faucet. You can turn the flow up or down according to your business needs. By doing so, you stay in control of your budget and exactly how much you spend on clicks.
At Tate Design, we will make suggestions on a monthly budget but you always have the final say. In addition, your monthly budget is the amount you pay directly to Google. We do not charge a mark-up on your clicks.
Depending on your business needs and your PPC advertising budget, you also have these Ad Group options available (in alphabetical order):
Google Maps – If you are a local “bricks and mortar” business, franchise, or multi-location business, you may want to extend your PPC into Google Maps. Maps is a constantly evolving platform and may represent a significant value for your business.
Landing Page Optimization – Depending on the nature of your business, your marketing goals, and your level of marketing effort, you may want to drive site visitors who click on an ad to a “landing page.” Each landing page is copy specifically related to the search they have made and the ad they have clicked on. Although not all ad groups will require unique landing pages, clicks sent to a landing page will normally convert at a higher rate than sending them to your Web site’s home page.
Ongoing Support – Unlike other online marketing companies, we do not have mandatory monthly fees. Ongoing support is optional for all clients except those using placement targeting and re-marketing strategies. Many clients find it helpful to have additional monthly support for the first 2 or 3 months of their campaign. Purchase support only when you need it!
Placement Targeting – Display ads can be included in your campaign. Display ads are similar to traditional print advertising and appear on a network of sites based on the content of those sites. Individual sites can be selected based on demographics, market reach, voice-of-authority status, or to meet other marketing goals.
Re-marketing Strategy – Re-marketing relates to the persistence of an ad, meaning that ads can follow the user, even to sites where the content is not relevant.
Your prospective customers are using their mobile devices and online search—using keywords and “near”—to find what they need right now. Make sure they find you with a state-of-the-art PPC campaign! Contact Tate Design at 610.725.0702 or e-mail email@example.com to learn about the very latest changes to AdWords and sign up for our pay-per-click advertising starter package or other PPC services.
Want to develop your brand before you go any farther? We can help you build your corporate identity and brand.
Worried about creating an ad? Graphic design is our specialty and we know the power of words, too.
Need a Web site before you begin Pay-Per-Click advertising? We do Web design and development.
Get started with a call to Tate Design at 610.725.0702.
Modern technology is the heartbeat of business. One giant among the online web design companies is WordPress, which currently powers over 25% of all the websites in the world. This weekend, Philadelphia hosted the 2015 WordCamp US at the Pennsylvania Convention Center. Matt Mullenweg, Co-Founder and CEO of WordPress delivered his 10th annual State of the Word address to the largest audience, to date, of over 1,800 worldwide WordPress enthusiasts and more watching by live stream video.
WordPress, which is build with open source software, has played a major part in making publishing available to everyone in the digital age. As Matt Mullenweg showed, this approach has established WordPress as a leader with influence that continues to grow more than a decade later. The Tate Design team, who develops WordPress sites for clients and has over ten years of experience working with WordPress, attended the conference to gather the latest information on web design for their clients.
Karen Tate, President of Tate Design, remarked “Our goal is to keep current with the dynamic trends that influence web design and bring this knowledge back to our clients. We have been using WordPress as a platform for most of our clients, so knowing what’s next is critical to a successful partnership. We were excited to hear about all the new enhancements coming with WordPress 4.4 and beyond.”
We learned that WordPress.org contributors will continue working on getting the top plugins and themes available in every language, and that WordPress needs to work on customization to move this feature forward in 2016. One main attraction of WordPress updates is that move to making the design compatible on multiple devices with a variety of screen sizes. WordPress announced work that would make not just text but images also adapt to screen size. Tate Design sees these advances as keeping clients’ information online attractive to the end user, their customers.
“We suspected ten years ago that WordPress had a great idea for web design. We now see that we made the right choice for our clients and look forward to next year’s WordCamp US, again returning to Philadelphia. We’ll be there to take it all in,” stated Karen Tate.
Money and Politics in Delaware radio show host, Rusty Giles interviews Karen Tate on technology and marketing.
Hear the discussion on technology and how it has changed the role of marketing.
Topics covered include:
- Interactive Online Marketing
- Social Media
- Search Engine Optimization (SEO)
- Mobile Digital Technologies
- Inbound Marketing/Outbound Marketing
To listen to the radio interview, click the links below.
Money and Politics in Delaware, is a show that covers finance, investments and things that affect business.
It can be heard on WILM 1450 AM and WDOV 1410 AM throughout Delaware, as well as WILM.COM and WDOV.COM on the internet and on your iphone or ipad with the app iheartradio. These radio stations are owned and operated by Clear Channel Communications, Inc.
26 Apr 2013
Tate Design was selected as a winner of the 2013 American Web Design Awards! Tate Design was presented with two Awards of Excellence in honor of websites designed for an environmental solutions firm and a financial firm.
For five decades, Graphic Design USA has sponsored national design competitions that spotlight areas of excellence and opportunity for creative professionals. The American Web Design Awards is a celebration of the power of well-designed websites and online communications to attract audiences, disseminate ideas and information, generate response, and promote products, services and ideas. Demonstrating the explosive importance of online design, entries have doubled and then nearly doubled again, and the categories have broadened to recognize not only effective web design but also design for social media, apps, blogs, e-newsletters and more.
This year’s entries grew by nearly 50% over last year; a highly selective one-in-five have been recognized with an Award of Excellence.