Archive for Strategy

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  • 11.04.14

Mobile First Website Design

by Jay Littman

Mobile First

When it comes to responsive design, the concept of mobile first is not a new one. It was first coined by Luke Wroblewski (LukeW) in 2009.  However, as time goes on, it only becomes more apparent how important designing with mobile in mind will continue to be.

As of February of this year, Americans use tablets, phones, and other mobile devices 55 percent of the time they go online.  At IQ, we’re no strangers to responsive projects. We want to ensure that this huge portion of our clients’ traffic is able to access their sites without anything breaking. But we do have internal debates over which should come first: desktop design or mobile?

I tend to vote for mobile first. We know designing for mobile is important, but why design for mobile first? There’s several reasons to explore:

1. Forced Focus

Designing mobile first forces you to focus. Because when designing for mobile, you want the quickest loading time possible. That means cutting out anything unnecessary to the user experience, paring down a site hierarchy to the essentials, and keeping the core purpose of a site as the only content left standing.  Designing for mobile first requires designing the simplest, quickest method to get the user to what they want from your site. Then, in desktop versions, expanding upon that design while keeping those core functions top of mind.

2. Smaller Real Estate, Bigger Design Challenge

One of the key elements of designing for mobile, and also possibly the most intimidating, is that space is limited on a phone screen. Mobile design is the tiny NYC apartment where you end up using the oven for storage if you don’t plan for your small space. But if you do plan ahead, you can end up with a space that is streamlined and incredibly elegant. I will admit that this is not an easy endeavor, but your designs will be better for it.

3. Enhancements versus Degradation

Let’s get a bit technical. When you design for desktop first, it means loading all of the content that would be seen on the largest platform and then reducing it to the mobile version. The trouble is your user already had to wait for all that content to load on their smartphone before they can get to the mobile version of the site… if they indeed waited and didn’t just close the page out to find something else. Designing for mobile first means allows a minimal amount of content to load first, streamlining the experience. This is a lot faster and means your site gets enhancements as it moves up to desktop, instead of degradations of content when moving down to mobile.

These are some of the things we consider when beginning a website design project here at IQ. This method may help you find a few ways to improve your user experience all over, not just on mobile. So on your next site design project, try starting with mobile first and see where this aspect of creative intelligence takes you.

Want to know more about IQ? Contact Us

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  • 09.17.14

Budgeting 2015 – The Essentials

marketing budget done wisely

Since digital channels are where so many interactions happen, brands need to make sure they have the essential digital technology pieces in place.  These include:

website / mobile / blogs / social / email / search / content / ratings & reviews / marketing automation / analytics / commerce

While almost every brand probably needs a website, the exact recipe should be determined by the right strategy work, as we discussed in this recent post: 5 Steps to a Defensible 2015 Marketing Budget.

The idea is that modern marketing is circular not linear. You never come to a dead end and everything connects and supports everything else in the brand ecosystem.  In order to do that you need to have certain technology pieces of the puzzle in place before you jump to tactics.

You probably already have a website. It’s should be the core of your ecosystem. This is where you are free to cultivate and convert to the best of your ability. But all websites are not created equal. A modern marketing websites should:

  1. Have landing pages that are customized by where viewers come from.
  2. Tell a persuasive brand story customized to each viewer’s interests.
  3. Attract search with content designed for SEO.
  4. Enable advocacy with content and social media.
  5. Use Responsive design to enable viewing on any mobile device.
  6. Identify visitors and deliver relevant content.
  7. Produce comprehensive activity analytics.
  8. Enable speedy marketing updates with a flexible CMS.

These are the basics of a modern brand website. The key, however, is in how you execute them. You messaging, branding, content, design and user experience are all the product of your strategy work, without which your site may not resonate with consumers or produce the leads and conversions you hope for. Whatever the ingredients, the fundamental idea is that your digital marketing infrastructure should enable you to execute and adapt quickly and easily.

Advertising and acquisition tactics alone rarely close the deal anymore.  Consumers, B2C and B2B, need to do research, evaluate, talk with friends and peers, and be cultivated. It’s a complex soup of influences and interactions. The good news is that it can be mapped and understood, so that armed with that knowledge you can deliver the right message to the right person at exactly the right time. In order to do that, however, you need to have some essential mechanical pieces of the puzzle in place first.

Want to know more about IQ? Contact Us

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Dear Brands, You’ll Never Be Potato Salad

advice on viral for brands

 

The Internet is a strange thing; so strange, in fact, that a man asking for $10 to help him make potato salad for the first time has resulted in over $50,000 in a Kickstarter campaign that has gone viral. And why? His appeal wasn’t one based on need (he wasn’t starving). He didn’t promise to feed the hungry. He literally just wanted to try to make potato salad. And the Internet thought he should be able to make a lot of it.

Brands spend millions of dollars every year paying agencies for content aimed at going “viral” in a similar way, and it almost never does. The ask from these brands has become so normalized that social content is often just called “viral content.” The ask sounds something like this: “We want to create a viral video.” What they mean is that they want to create a video intended specifically for the Internet, usually YouTube. But when it gets uploaded, it gets a few hundred views and the agency that made it cashes a nice check. The brand gets very little in return.

I have a word of advice for you: stop. You aren’t a potato salad Kickstarter. Your brand is not a random phenomenon; it is carefully crafted. Your brand is also not human. Consumers know both of these things and so the content you publish, the campaigns you launch, are expected to be of the highest quality. The chances that you’ll create something that is so different from what is expected that gets shared millions of times is really really small. It happens, but rarely.

Instead of spending millions of dollars constantly creating content in hopes of something resonating, create content with utility. Unless you are a brand in an entertainment category, understanding the questions consumers have and providing solutions will do much more for your business.

Lowe’s does this really well. Its Vine account is a case study in strategic early adoption of an emerging channel, and its use of YouTube is really effective.

Alternatively, if you are set on reaching a million+ people with a single piece of content, partner with an influencer who already has a large audience to create content on your behalf. Ford has done this really well on YouTube.

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  • 05.28.14

Connecting, Cultivating, & Converting Modern Consumers

This deck presents a simple to consume and communicate vision for how to approach the complex new marketing environment. Of course many experienced marketers will know much of what is contained here, but they may not have a simple way to connect the pieces and think about it holistically, or more importantly to communicate to those less sophisticated than themselves. With that in mind our Connect, Cultivate and Convert method outlines a new model for marketing.

 

Want to know more about IQ? Contact Us

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  • 05.02.14

Quick-Step Style Launch

Quick-Step Style Launch

As part of a strategy to re-invigorate the Quick-Step brand, IQ re-imagined the Quick-Step Style blog from the ground up, starting with a fully responsive, mobile-ready design. You can see more details here.

IQ created a blog with greater design flexibility, a fresh look, social integration, and updated content. A more simple layout with pops of color in the images and videos for posts make the new blog easier to navigate for users. There are now five categories of posts to choose from for consumers to tailor their experience. The blog features Quick-Steps products designer, Erinn Valencich, and was relaunched in conjunction with the first episode of NBC’s “American Dream Builders,” a design reality competition show Erinn is a contestant on.

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How to Become a Knowledge Source and Win the SEO Game

Win the SEO Game

If you can’t figure out how your competitors manage to get to the top of the Google rankings while your brand lurks on page 3, or how to attract more visitors to your blog or website, or even what content to create, don’t worry you’re not alone.

The constant tweaks by search engines in the last 3 years have left many marketers wondering if their next SEO tactic will get them traffic or a penalty from Google. The search engines have always wrestled with how to present consumers with results that actually meet their needs.

But it’s been a game of cat and mouse as marketers create cleverly optimized sales pages and users never know if they are going to land on real, valuable content or a pitch. Over time the game got very complicated and Google’s algorithm evolved to the point where it evaluated over 200 factors about each webpage in order to decide whether that page actually met a searchers’ needs.

The Turning Point

In the last three years, however, there’s been a turning point. With Google’s Panda, Penguin and Hummingbird updates there has been a new focus on the quality of content versus the quantity. Instead of relying merely on the attributes of the content on the page, or using links from webpages to judge the quality of a webpage’s content, the search engines are now finally able to incorporate social media signals.

Using social media likes and shares, Google finally developed a way for people to in essence vote on which pages had the best quality information. Today search engine rankings are essentially being heavily influenced by the actual preferences of real people.

Unfortunately this makes your job as a marketer more difficult, because these search engine changes require you to really get into the customer’s head and create content that genuinely meets their needs. This has caused some old hands to throw their hands in the air and declare SEO to be dead. But the reality is that the game is just more demanding.

High-Quality Content

It would, therefore, appear that now the only reliable way to increase search rankings is with high-quality content that people will like and share with others. Creating a continuous stream of relevant and useful content that meets customer needs is the most effective way to dramatically grow your traffic from both social sharing and from search engines.

Value First

Looking back on my experience with online content building, I’ve seen many cases where this approach to quality content has paid off dramatically. For example a financial services client focused on creating articles, blog content and videos that answered actual user questions and met customer needs for financial education. This value first approach built trust and triggered social sharing. As a result search optimization started to increase web traffic dramatically within the first three months of the content building process.

The Right Content at the Right Time

Guiding this process is our understanding of the Consumer Decision Journey, which helps brands map what content they will need at various points on the path to purchase and beyond. This approach allows brands to prepare exactly the right content for each step along the way, and is equally important in search and social visibility when the consumer is searching for answers.

For example a company in the housing vertical combined social media sharing and search optimization to promote content on their website that was useful to apartment seekers. Research revealed that the two main target segments had different needs. The Young Singles were concerned with sports and activities near their potential apartment location. The Young Family group on the other hand, was more concerned with nearby schools and the neighborhood quality for their children.

Surprisingly, further research uncovered that the Young Singles group, frequently owned pets and that they would actually change their choice of apartments if offered nearby pet parks. With these insights in hand, the content team set about building hundreds of pages of neighborhood-specific content, covering schools, sports, activities and, yes, pet parks. The payoff for meeting consumer needs was dramatic. The peak search and social traffic grew from 1.1 million visits per month to 2.1 million visits per month.

Finding Out What Content to Make

It starts with listening to target consumers. Find the forums, social media networks and blogs where your potential customers are asking questions and talking about their problems. There are lots of ways to do this, but at IQ we find the fastest way is to use a social listening platform.

For many, just making a list of customer questions about problems and challenges that customers care about can be a powerful starting point. If you can generate a list of 50 to 100 questions that consumers routinely ask, you can start to hone in on a content strategy.

When consumers begin to look for a product that meets their needs or that solves a problem they usually start with very little information. So the opportunity is to intersect that process and become a knowledge source for their journey.

How do you create this type of content?

  1. Find the relevant forums, social networks and blogs where customers complain about their problems and ask each other for advice.
  2. Catalog all the consumer questions that your brand can solve.
  3. Identify solutions to common questions that you uncovered in your list of the most common 50 to 100 questions.
  4. Create useful content that answers questions in multiple ways, such as infographics, presentation slides, articles, blog posts, videos and images.
  5. Make sure the content is useful and actionable so that it helps users to understand the most important parts of solving their problem.
  6. Distribute your content to your owned media and get it shared using social media to expand your reach.
  7. Build links from social sites and forum sites that are authoritative sources on this topic.
  8. As you answer these questions, target long-tail phrases rather than single keywords in your SEO.
  9. Structure your website content to clearly and concisely answer all the key questions that you uncovered in the earlier steps.

Search engines reward content that answers customer questions and meets customer needs with a higher search engine rank. The key is content that is relevant to the searcher at that particular moment in their journey.

If a brand maps the journey correctly, makes engaging, valuable content for every key step on the way, and makes it easy to find, it will become the trusted knowledge source for the entire journey and for consumers throughout the category.

Want to know more about IQ? Contact Us

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The Benefits of the Agile Process

Clients love Agile agencies

In my last post I discussed what Agile and Scrum are, how they can work at an agency, and the 4 top reasons our clients tell us they value working in an Agile way.  Today I want to dive a little deeper into an example of how Agile is flexible, and saves clients time and money.

Many agencies that have moved to Agile claim productivity increases. I’ve seen everything from 25% to 600%!  Of course, a lot depends on how dysfunctional the delivery method was in the first place.

What we do know (and have good data for) is the consistent failure of the traditional waterfall or spiral methods to achieve success, especially with complex engagements.  Since this describes practically all projects that a modern agency is called on to deliver, you can see the problem. We believe the answer is Agile.

At IQ, we had the opportunity to compare the performance of traditional and Agile methods in creating a website for a client. The first version we built using traditional methods and then sometime later we redesigned it using Agile. The results were astonishing.

Agile saved the client over 25% in cost and launched the project 2 months quicker than the previous site. Compared side by side, there was an amazing 75% improvement in both the cost and time to implement.  Equally important the client enjoyed the process and felt they were actually a true partner instead of an adversary.

Let’s take a look at a few specific elements of what happened:

1. Can you get me something earlier for my conference?

There is always something around the corner like a big dealer conference, or a meeting with your CEO.  In both instances we got the question: “Can you get me something quickly to show our progress?”

With the traditional delivery method, all we had was a series of wireframes with arrows and descriptions, plus a static image of what the home page might look like.  That was because the project team wasn’t at the design phase yet. It wasn’t very inspiring and was tough for those with little imagination.

Contrast that with Agile’s iterative method where we get a working prototype every two weeks.  We didn’t have to make anything special, because we already had something ready to go.  The presentation of the working home page drew “oohs” and “ahhs,” our client was a hero and no one questioned our progress.

Strangely, with both methods we were actually at about the same percent complete, but by changing from the assembly line method to Agile, reality really shifted.

2. I just saw this new thing and we gotta have it.

Change is inevitable in any project. At some point you want to make a change because you see something that was hard to know at the beginning.

I used to consider this dreaded “scope creep,” which always resulted in requirements meetings, reviews of the SOW, days of arguing over the scope, more meetings, lost time, hard feelings, and often three steps back to rework previous phases.

What a waste of time and money, and aggravating for a client, who just wanted to make the final product better.

Now, as an Agile agency, we look at ideas as a blessing and even encourage them. In fact, often the most difficult thing is to get our client to understand that they can come up with ideas and get them realized whenever they want.

The client in this case, for example, had the good idea, late in the game, to add some localization.  With Agile it was easy. We moved it into the very next sprint and two weeks later — there it was.   No push back, no forms, no negotiation, just delivering what the client wanted, when they wanted it.

These are just two examples from one project, and there were many more on this project alone. They demonstrate that Agile is flexible, and saves time and money as a result.

Interestingly, however, I have found that it’s the removal of stress, and the shift from an adversarial client/agency relationship, to one of true partnership, that clients notice and value most.

For more insights into how Agile can work for your brand feel free to email with your questions at steve.bevilacqua@iqagency.com.

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4 Reasons Brands Need Agile Agencies

Is your agency Agile? IQ is.

Agile is the latest buzzword in the agency world. It was created as a software development method to solve huge failures in the way people were working.

For example, a study by McKinsey came to this staggering conclusion: “On average, large IT projects run 45 percent over budget and 7 percent over time, while delivering 56 percent less value than predicted”

Agile was designed to stop the bleeding in software creation, but quickly people began to see that it would work on more than just big IT projects. That’s why forward thinking agencies, especially those that do digital, began to replace their old waterfall methodologies with agile across the spectrum of their work.

The advantages for brands of working with agile agencies are many, but can be boiled down to the four benefits outlined below. They sum up how agile works and why it makes sense to have a partner which knows how to do it.

The 4 biggest benefits that agencies using Agile bring to brands:

1. Saves time

All agile projects finish on time.  No hype here, this is absolutely true.  At IQ for example, we use the popular agile methodology called Scrum, which uses time blocks called sprints.  Say each sprint is two weeks. Within each of these two-week sprints, you and your team decide what is going to be completed.  At the end of each sprint you have a working prototype.  It has only a subset of your requirements, but it is a true working model or draft of the end product — not just wires or comps.

This process reduces a lot of time-consuming processes that traditional methods require. Change orders are also completely eliminated, as change control becomes part of the overall process.

2. Saves money

The agile process gives a client a clear and accurate understanding of cost. The team knows how many “stories,” as agile Scrum requirements are called, can be completed in each sprint, and since each sprint is time boxed, you know what each sprint costs.   The team then puts all your stories into sprints, which results in a complete cost and timeline. Gone are cost over-runs and being nickel and dime’d to death with change orders.  Estimation is part of the agile process — not something extra and apart from it. Eliminating all that process and overhead also often allows the agile agency to cost less.

3. No more surprises

At the end of each sprint, you get to see a working model— called a Minimal Viable Product (MVP). The magic here is that you are no longer forced to imagine the final product from a treatment or wireframes. By being able to see a tangible deliverable at regular intervals, you can easily identify problems and enhancements you want to make early on. Gone are the days of waiting eight weeks to finally get your first look, and then having to fight with your agency about what was or wasn’t “in scope”.

4. Greater flexibility

How many times have you had a great idea, or come up with the perfect addition after your project was finished or far along? Try bringing ideas late in the process to a traditional non-agile agency, and get ready to be bombarded with change orders, fees, delays or the inevitable “Let’s do that in phase two” response.  With the agile method, however, your last-minute ideas are welcome. The team simply adds another story, gets you to prioritize it and includes it in the next sprint.

First, agile revolutionized the way software is created, now it’s revolutionizing the way work is delivered in the agency world. For both digital and traditional projects (from websites to print ads), the savings in time and dollars, the flexibility, and the continuous insight you get into a project’s progress have made Agile a game changer for how brands and their agencies work.

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  • 02.25.14

YouTube: The Next Big Thing Is Already Here

Originally presented at the social media conference SoCon14, this deck from IQ’s Assoc. Director of Strategy Noah Echols and Assoc. Director of UX Rachel Peters will show you how to prioritize YouTube in an effective way to leverage active communities to get serious results — something your competition probably isn’t doing.









Want to know more about IQ? Contact Us

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4 Reasons to Kiss Your Agency this Valentine’s Day

4 reasons to kiss your agency

If you don’t love your agency, you should. Life’s too short to have an agency that makes you miserable.

The fastest way to marketing bliss, however, is not just a likable agency, but also an agency that has the ability to help your brand win the digitally centric consumer.

It’s amazing to me that digital is still an after-thought for so many, even though it has clearly become the center of the marketing universe. I think it’s just because many agencies and their clients don’t know how to comprehensively go about planning for it, and instead seem to lurch from tactic to tactic.

For example, does your agency exhaust the possibilities of Owned media (websites/mobile/CRM/SEO) and Earned media (social media/content syndication) before they dive into the pricey waters of Paid media (broadcast/print/banners)? Of course, they should.  But before anyone starts worrying about tactics, you first need a strategy that will work.

Today digital is so central that any agency that isn’t developing a digitally centric strategy is living in the past. Whether it’s B2C or B2B, consumers discover, explore, evaluate and decide on brands in digital channels. So even though TV, print and outdoor ads are still important, their role in the orchestrated process of influencing a buying decision has changed.

The reality today for marketers is simple: creative and execution today are worthless unless led by the right strategy; almost invariably now a digitally centric strategy.

So as you consider your Valentine’s list make sure your agency has done the following:

1.     Develop segments and personas for your buyers

The consumer is king and needs to be super-served. So you need to identify your target segments and turn them into personas, which allow you to understand what makes them tick.

2.     Map the Consumer Decision Journey for each persona

The path to purchase and beyond is where brands are made or broken, and it’s packed with influences. The only way to know how to connect with consumers at every step along the way is to understand what is important to them at each juncture; and you have to do it for every major persona because they are all different.

3.     Develop a content strategy

Being in the right place at the right time is the first challenge. Then you have to know exactly what to say in order to be relevant and compelling at that particular moment. Content strategy is the bible for your agency, and tells them what to say and how to say it at every point in the consumer decision journey.

4.     Make a Roadmap and Playbook

When you have personas, a map of their decision journey and have a content strategy in hand, you then need to turn it into a plan. This lays out what you should do and when you should do it in detail. For each tactic it shows the rationale for its inclusion, how it ladders up to the strategy, what specific results and ROI are expected, what it will cost, how performance will be measured, what resources are needed and the dates for development and launch.

Most importantly it prioritizes tactics and initiatives over time recognizing that Rome wasn’t built in a day. It not only covers the campaigns and promotions you need to activate the audience, but also the infrastructure you need to make it all work, from websites to mobile apps and POS.

I couldn’t imagine any client moving forward except in the context of these four steps. I suppose every now and then a brand might bet everything on a spot on the Super Bowl and hit it out of the park, but usually the Hail Mary pass fails.

That’s why there is no substitute for a rigorous, digitally centric strategic process. Nothing delivers a reliable stream of prospects like smart strategy, so if you’ve got one, remember to give your agency a big kiss this Valentine’s Day.

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