Case Study: New England Life Care


The Client

Screen Shot 2015-11-11 at 4.52.34 PMNew England Life Care provides experienced, efficient and effective home infusion therapy, home infusion nursing and specialty pharmacy services including nutritional, anti-infective, chemotherapy, pain management, and more to communities across Massachusetts, Maine, New Hampshire and Vermont. 

NELC’s responsive network of home infusion therapy clinicians, pharmacists, logistic support staff, billing and insurance experts allow their patients to start their home infusion therapy treatments fast—often within hours of notification. They also partner with other nonprofit providers to support and empower patients regardless of their ability to pay, reduce the costs of advanced home care and improve the health of their communities.

NELC is proudly affiliated with 39 of New England’s most prestigious medical centers, and honored that several representatives from these fine institutions serve on their Board of Trustees and help to shape their mission, vision and values.

The Objective

In approaching flyte with the design and development of their new website, New England Life Care’s primary goal was to delight their customers. They envisioned rolling out new features in stages and slowly integrating new interactive features and portals.
 
NELC needed a website designed to grow with their expanding organization. A website that also could serve  the presentation of career opportunities that resonate with ideal job candidates.
 
It was also very important for New England Life Care to build a strong connection to their member hospitals. 

The Tools

Screen Shot 2015-11-30 at 2.31.58 PMWe used WordPress to develop a fully custom, responsive website designed to attract and convert the desired target demographic.

We built this website on a responsive design, which makes this website more than mobile friendly. Responsive design ensures this website will function smoothly across any screen size, giving users a seamless experience whether they’re accessing the site from a desktop computer, tablet, or smartphone.

It also helps boost search visibility, by providing the mobile friendly experience that has become a critical piece of search engine optimization.

The Outcome

New England Life Care now has a modern, engaging, professional website with custom features that serve their customers & community partners.

In addition to an attractive, customer focused website, the new NELC site also includes:

Integrated Member Hospital Search   A custom tool that allows users to determine if their hospital is a NELC member, and also access directions and contact information quickly.

Customized Site Experience – Users can select their experience with NELC based on their personal hospital. A custom tool allows patients to  select their hospital via the Map at the top right of the page. Choosing a partner hospital adds the logo to the site, creating a unique customer experience.

Site Visitors Can…

Screen Shot 2015-11-11 at 4.52.27 PMFind and access critical information quickly, and with ease. The integrated member hospital search tool makes it easy to find out if one’s hospital is a member of NELC. Further, the search tool provides directions and contact information as well, making the customer’s life easier during what could be a stressful time in their lives.

Visitors can also find important information related to their care, such as answers to common questions about home infusion therapy, phone numbers for immediate help, and links to relevant health organizations.

Users can also customize their website experience, and browse the NELC website under the trusted label of their preferred (member) hospital.

Career candidates can quickly find information on company culture, benefits, and current job openings.

Be sure to contact us when you’re ready to take your business to the next level with a professional, engaging, responsive website.

Back to Basics: Email Marketing for Small Business


Email Marketing 101 for Small Business

Email marketing is often overlooked when a small business tries to generate more online leads and sales. However, building your email list is the linchpin of any digital marketing campaign. 

In this article you’ll learn why it’s so important, how to set up an opt-in email list, and how to get your emails delivered, opened, and read.

 
I speak at a number of national social media conferences, and that means I often get to hang out with the “big dogs” in the speakers’ room.
 
These are people with tremendous followings on social media. Many of them are also highly competitive, and often a bragging contest breaks out. However, none of these social media experts boast about how many people follow them on Twitter or Facebook. Instead, talk turns to the size of their “list.”
 
 
 

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Looking to Improve Search Visibility? Avoid These 5 Mistakes


Screen Shot 2015-10-19 at 3.16.41 PM“How can I improve my search visibility?” is a question we hear often here at flyte.

And for good reason: Recent studies show that over 85% of consumers use the internet to find local businesses.

That means, if you’re a small local business, appearing prominently in search results is critical for you.

Though it can appear daunting, there are definitely some solid tried & true tactics out there that can improve your search visibility. And on the other side of that coin, there are definitely some ways that you can be sabotaging your own search engine visibility.

In this post, you’ll discover the top 5 most common search engine optimization mistakes and how you can avoid them.

5. Ignoring Title Tags & Meta-Descriptions

If you aren’t strategically writing your title tags, meta-descriptions, and

Screen Shot 2015-10-19 at 2.57.44 PMheaders, than the search engines will pull the content from your website to fill these areas for you.

Failing to manually create your SEO tags can leave a ton of search visibility opportunity on the table. By planning out and writing unique title tags and meta-description for each page of your website, you’ll give yourself a chance to appear for the keywords and phrases that are most important to your audience (and by default…you).

While meta-descriptions alone can have little to no SEO benefits, using persuasive meta-descriptions (as shown in the Papa John’s example above) offers you an opportunity to increase your click through rate.

Screen Shot 2015-10-19 at 2.56.36 PM4. Slacking on optimizing your local SEO

If you’re a local and/or brick & mortar business, appearing in the top three listings of local search results (also known as the local search “snack pack”) is absolutely critical for you.

If the concept of local search engine optimization is completely foreign to you, then chances are – you’re not optimized for local search.

I could write an entire blog post (or 50) on what good local SEO is and how to achieve it, but here’s the brief explanation: Local SEO is optimizing your website to appear higher in the local search results.

As the Google algorithm has shifted to show more relevant results to users, people are now served geographically local websites that match their search queries at the very top of the search engine results page.

Good Local SEO ensures that your company listing gets a spot into the “snack pack” of top local listings.

And to make a quite a long story short: The lion’s share of great local seo is having consistent, accurate address/phone number citations on your website & across the web, along with having positive reviews, and being listed in relevant local directories.

If you haven’t given your local search optimization any attention, now’s the time to get on it. 

3. Skimping on Keyword Research

It’s certainly not breaking news that providing fresh, relevant, high quality content goes a long way in improving your search visibility.

And the very first step in creating that awesome content is having an understanding of the kind of content you should be generating. “What kind is that?” you may be asking. The kind of content your customers are looking for. The way to uncover that critical insight is through solid keyword research.

Doing all of this results in a content strategy that comes from a place of knowledge, rather than the “throwing spaghetti on the wall” approach. Developing content takes a lot of time. Making sure not to skip your keyword research helps assure you’re spending your content creation time wisely. And of course, providing great keyword rich content on a regular basis will put you on the fast track to improving search visibility.

2. Forgetting About Link Building

Although much about this process has evolved over the years, link building is still relevant! Back links still show the search engines that your content is interesting to others (so, quality) and that other sources trust you.

Gone are the days when site masters could simply “trade” links with each other. The cheese has been moved. A good link building strategy starts off with a good content strategy (see keyword research above).

So begin your link building strategy by creating solid content, and then spend a good amount of time promoting that content through social media, email, and reaching out to bloggers in your niche who might link to your content.

While link building looks different than it did ten years ago – having high quality sources linking to your website is still one of the basic tenants of achieving high search visibility

Screen Shot 2015-10-16 at 2.31.49 PM1. Not Optimizing Your Website for Mobile

We’re emerging on the other side of the “mobilegeddon” and a new world rules are in place.

If your website is not responsive or mobile friendly, not only will increasingly mobile visitors be annoyed with you, but search giant Google will now count this fact against you when it comes to your search rankings.

At flyte, we recommend upgrading your website to mobile through Responsive Web Design. A responsive website fits to scale–with the same high level of usability–no matter the screen size.

This will make your customers happy, because they won’t have to pinch & squeeze their screens just to view your website on their smartphones…this will make the search engines happy, because you’re providing a pleasurable experience for your customers…and this will (or should) make you happy, because less mobile customers will hit the back button and exit your website (“Hello, more conversions!”) and your search visibility will improve.

These are just a few common search engine optimization mistakes that can hinder your quest to improve search visibility for your business. If you have any further questions on search engine optimization, be sure to hit us up in the comments.

Katrina Crowell

SEO Fan Girl

Case Study: The Pacific Lumber Inspection Bureau


The Client

Pacific Lumber Inspection BureauThe Pacific Lumber Inspection Bureau (PLIB) is a private, non-profit 503 c(6) member- based quality control inspection agency.

They offer lumber grading and grade stamping services, as well as certification for heat treated (HT) lumber, ISPM 15 wood packaging, CE Marking, California WUI registration services, and wood pellet certification, to over 100 softwood lumber manufacturers and re-manufacturers, drying facilities, wood packaging facilities, and pellet fuel manufacturers in Western North America.

In 2014, PLIB member mills produced about 4 billion board feet of softwood lumber. In addition, PLIB’s wood packaging subscribers produced millions of IPPC marked wood packaging items.

These lumber and wood packaging items were shipped to markets around the world, a testament the fact that since 1903, the PLIB logo has been recognized worldwide as a mark of quality and conformity.

The Objective

Mill PageThe client was looking to not only provide information on who they are and what they do, but to also be a resource of technical and practical information in lumber grades, lumber manufacturing, and wood packaging topics.

Additionally, they wanted to convey a message reinforcing that they’re the experts in their field, and to provide a valuable, enjoyable experience for their members. It was important for their website to serve both end users, and their membership base.

Member usability was a critical component of the functionality of this website.  Delighting members was a main objective for the new PLIB website.

As such, the client was looking to offer several unique and important features to members such as a portal for members to access their company quality inspection data; links to other resources, upcoming events, and new information; and marketing information on their members and subscribers to drive business to them.

PLIB also needed a website that would attract new subscribers and that incorporated an online method for purchasing grading materials such as books and other relevant resources.

The Tools

We used WordPress to develop a fully custom, responsive website designed to attract and convert the desired target demographic.

Our developers added custom website search functionality, which gave users the ability to find producers & products with individual profile pages.
 
Members & Subscribers AreaWe also created an “Ask The Inspector” tool, which gives users the ability to ask a seasoned lumber inspector their most pressing lumber, wood manufacturing, and wood packaging questions. Customers can also browse previously asked and answered questions through this tool as well.
 
Additionally, we developed a member area that delivers on providing an enjoyable, seamless experience for the client’s valued member base by building in custom detailed search functionality, detailed member directory and a clear navigation design throughout the website.
 
We built this website on a responsive design, which makes this website more than mobile friendly. Responsive design ensures this website will function smoothly across any screen size, giving users a seamless experience whether they’re accessing the site from a desktop computer, tablet, or smartphone.

The Outcome

The client has an attractive, engaging, and easy to use website that serves end users and members alike. With unique features such as the “Ask The Inspector” tool, clearly laid out resources,  and a detailed searchable member directory, The Pacific Lumber Inspection Bureau not only has a website that they can be proud of – but a website that delights their customers as well.

Site Visitors Can…

Customers are now able to search through the member directory to find potential business partners, or other professional resources by facility name, ID, state, species or products offered.

They can also search and purchase publications, industry news & guidelines, and access other relevant and timely resources.

Users now also have the ability to “Ask The Inspector” their most pressing industry related questions, and browse through previously asked/answered threads as well.

Be sure to contact us when you’re ready to take your business to the next level with a professional, engaging, responsive website.

 

Blab: A Group Video Chat Platform for Your Business


Blab Interview on 207Have you checked out Blab yet? It’s a new video chat platform that’s incredibly powerful and easy to use. “Blabs,” as the shows on Blab are called, are publicly viewable.

Up to four people can be on video at one time (as you can see from the image here or in the video replay below), but hundreds more can watch and leave comments in the side column.

If you’re just watching (and logged in), you can pose questions to the moderator and his or her guests, and the moderator can even pull you into the Blab if you both are interested in that! (Imagine watching Oprah from home and being able to ask the guest your own question, and then having Oprah put you on the air!)

You can watch Blabs without logging in, but if you want to participate, you’ll need a Twitter account to log in. 

Blab for Business

Video is obviously huge these days…besides YouTube, Vine, Instagram, and SnapChat, you have new streaming video platforms like Periscope and Meerkat. However, I think Blab has a real shot of earning a place at the table, and your social media marketing.

Blabs can be recorded, and then downloaded as audio or video files. Some people have already started using Blab as their platform of choice for recording podcasts or YouTube videos because of it’s ease of use. I think it’s a great way of creating real community engagement, and I can’t wait to see how businesses start using this intriguing platform.

I plan on writing another post soon about ways you can use Blab to grow your business, but I wanted to share a recent Blab I put on, because we actually used it on an episode of 207, the evening news program on the NBC affiliates in Maine!

I got a chance to talk about our Agents of Change Digital Marketing Conference, and even bring on two of my presenters, Sue B. Zimmerman, the Instagram expert, and Steve Dotto, a YouTube marketing guru. 

At the time, Steve was in Vancouver and Sue was in Boston at the Inbound conference…but Blab allowed us to all be on the same interview with no additional software or hardware. We just opened up our computers (Blab is also available as an app on iOS and Android coming soon) and began the interview. It was truly a Jetsons moment. 

You can watch the craziness below!

What do you think? Is there an opportunity for your business to grow it’s audience using Blab? 

Let me know, and share your Blab handle in the comments below. You can follow me on Blab here.

Rich Brooks
Blabbing On

12 Reasons You Should Attend Conferences


There are so many great ways to learn and sharpen your skills these days: you can read blogs, listen to podcasts,  watch how-to videos on YouTube, and attend webinars, just to name a few. Why bother with the time and expense of an in-person conference or workshop? 
 
12 Reasons You Should Attend ConferencesIf that’s your attitude, then you may be missing out on one of the best opportunities to take your game to the next level. Live events—conferences, workshops, lunch & learns–provide unique learning and career building opportunities that you just can’t find anywhere else. 
 
Below you’ll find 12 reasons why you should attend live events and consider sending your employees to conferences as well. 

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Take the “Geddon” Out of Mobilegeddon


mobilegeddon-phone-bombYes, Mobilegeddon has arrived, it’s been here a few months now. Google now favors mobile-friendly sites versus non-mobile formatted sites. Your search engine rank has already been changed behind the scenes. It’s a wake up call, but it’s not too late.

If you have a mobile website design, then you’ve made your digital bomb shelter and have brushed off the ash of the aftermath. If not, then you need to read this NOW. Make your site mobile-friendly with a redesign or plugin option. There’s no reason left to not update it. It’s time to file the teeth of this Mobilegeddon monster for good.

Take a look at your site on a mobile device.

Navigate to www.yoursite.com on your phone, tablet, phablet, laptop, newton, Palm Pilot, 3DS, whatever. If your home page is truncated, cut off on the right, won’t load your fancy flash animation, has huge fonts, or fits the entire page into a 3 inch thumbnail, then your site isn’t mobile-friendly.

One easy way to clarify your site is or isn’t mobile-friendly is to use Google Developers’ Mobile-Friendly Test page. Go here and give it a try.  (more…)

Back to Basics: Your Business Website


Website BasicsSometimes we get too carried away about using the newest tool or distracted by some shiny new app. Sometimes we need to walk before we can run.
 
Hell, sometimes we just have to crawl.
 
To that end, I wanted to put together a series of blog posts about what you really need to succeed online. What are the basics that you need to cover to increase your online visibility, drive more qualified traffic, and generate more leads and business?
 
With this post, we’ll focus on the hub of you digital marketing: your website.
 

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What Are YouTube Cards and Why Are They The Future?


YouTube Cards

YouTube has recently released YouTube Cards, which allow viewers to interact with our videos, even on mobile devices.

This is actually pretty cool. I’ve been a fan of YouTube annotations, but the big Achilles heel has been that they don’t work on mobile, where a huge percentage of views happen. Now, YouTube is offering Cards, which do work on mobile.

While mobile web design is critically important to your small business, mobile doesn’t being and end with your website. You can also leverage online video and social media to engage your audience on mobile. 

I have plans to make my own video after I’ve got some experience to draw from, but for right now I’d like to share three videos about Cards from YouTube creators who I absolutely love: Caleb Wojcik (DIY Video Guy), Amy Schmittauer of Savvy Sexy Social, and Steve Dotto of Dotto Tech.

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Online Reputation Management with Andy Beal


Online Reputation Management

Have you ever Googled yourself and found people talking smack about you or your company? Or discovered an undeserved negative review of your business on Yelp? Discover to how to take control of your online reputation from industry expert Andy Beal in this interview.

Managing your company or brand’s online reputation isn’t just a good idea, it’s a necessity. In a world where social media platforms are endless, even just one negative thread in a forum can snowball into a PR nightmare.

Knowing where and how to monitor what’s being said about you – as well as when to get involved and when to hang back – is the key to building and maintaining your online reputation. With the right tools, you can even build your own ‘army of evangelists’ that will boost your credibility and even go to bat for you if your reputation is questioned.

Andy Beal is considered one of the world’s most respected online reputation management consultants. Highly respected, he has worked with many top companies seeking his internet marketing advice.

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