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Interactive Content is the New Content

What is interactive content? It’s content that engages your users beyond clickable links and calls to action. The 21st century website user demands content that he or she can digest, use and interact with. He or she is selective about which websites he or she engages with, and which websites ultimately get his or her business. While having those important written components on your website are absolutely crucial to pick up Google’s feelers, in order to add that extra “oomph” to your website, you should add some interactive content.

Let’s look at five ways you can add interactive content to your site:

  1. Photos/videos: They may seem so simple, but a good photo gallery of your projects (before, during and after completion) can go a long way. Add calls to action or invite users to submit their own photos of the work you’ve completed for them and you’ll have even more photos to add to your gallery.Videos also play a crucial role in developing interactive content. Use videos to introduce your company to website users, hold a contest (see below), demonstrate case studies, show your business in action or to empower your audience to take action.
  1. Social media: Your company should be have some sort of social media presence. Period. Whether you’re active among all social channels or just dipping your toes into LinkedIn or Google+, make sure you take the time to nurture your accounts and community management. Don’t take the power of social media for granted. On a smaller scale, social media allows you to easily handle issues with customers on a public forum. But you can also use social media to create interactive content. Invite your users to share their experiences with your brand. Ask users for recipes using your product or to submit photos/videos of them interacting with your product. If you’re a service-based industry, ask them to who their favorite person to work with in your office is. No matter what industry, there’s always a way to create interactive content for your users.
  1. Contests: Who doesn’t love to win something free? If your users see you giving away a gift card or product on your site or through social media, they will flock to your contests. This method has been very successful with some of our clients, especially those who give away branded or consumable products. Hold a contest online or through your social media channels asking users to “like” or “comment” or “retweet” your posts and just watch your engagement and brand trust grow.
  1. Challenges: Similar to contests, challenges pose another way to engage your users and to get them involved in your product. One of our clients, Clearwater Systems Ohio, a water softener company, recently held a “Drink More Water Challenge” that was met with great success. Users even took the challenge in a completely unplanned direction by boasting how much water they drank each day—something that wasn’t even written into the contest!
  1. Quizzes: If you’re appealing to the younger generation, a quiz is a perfect way to build brand trust and to interact with users. You can write your quiz to lead users to answers to questions like “Which product am I?” or you can write quizzes that are relevant to your industry, such as the quizzes we wrote for one of our jewelry clients.

Interactive content empowers your users through social media channels or through your website and helps them understand and interact with your brand. It doesn’t matter if you’re a “fun” brand like food or candy or an industrial brand, you can absolutely benefit from interactive content.

Why You Shouldn’t Have Too Many Websites

When marketing your business on the Internet, sometimes it may be sensible to offer visitors more than one website. But in most cases, having too many websites can be a detriment to your company.

Over the past two years, we have been asked our opinion concerning having more than one website. Should your company have more than one website? Maybe, but owning numerous websites, we found, can cause lots of challenges.

4-8 years ago: the multiple website mentality 
There was a trend—especially with larger corporations—to create websites for each brand or for every whim that came out of the marketing department. For example, if a company wanted to market a new product or service, the quick plan was to build a website around it.

“It’s new. It needs its own website.” 

The concept seemed solid: let’s create one site that is all about this product or service, and Google will reward us for it. Oh, how times have changed. Today, that just isn’t the case.

Today’s web and business
Google has gotten smarter. The world’s biggest search engine can tell what type of device you are using, not to mention your location, your behaviors, likes and interests as well as the websites that stand the best chance of meeting your needs.

The Internet has changed; so websites need to adapt quickly. Today, your business or organization must have a web presence for everyone. Your audience is on all devices: desktop, tablet and smartphone computers.

Knowing all of this, how are you going to manage a website for each product or service well and manage the information each type of computer user is seeking (e.g. a smartphone user tends to want brief, bullet-point style answers to questions; a desktop user may want to dig deeper into the information, research, etc.)?

In other words, how can you give visitors to your website a great experience so they want to buy from your business?

Answers to the challenges of multiple websites

The following are some reasons why businesses should want fewer websites – perhaps even condense down to one site.

  • Mobile-friendliness – It’s important to create a great web experience for all users, especially smartphone and tablet users. This most likely means redeveloping your website in what’s known as ‘responsive design.’ This is costly and time consuming. Imagine doing this for every site you own!
  • Lower costs – You can save development costs and management time when multiple websites are trimmed down into one good site. Development is less time and money. Hosting is less. SSLs are less. Costs of labor to make changes, additions and updates are less when resources are conserved. Less is less.
  • Easier to manage – I would say one of the greatest expenses of owning a website is the time it takes to add and update pages. And to do it right, you have to dedicate time to manage your website. Otherwise, the site is likely not doing your company much good. Having fewer websites means less time employees will spend logging in, writing and managing text, photos and videos in multiple website admins. It’s much easier to manage all of your company’s content in one location. (Shameless plug alert: You can also save employee time by having us help with writing content, and managing your website – FYI.)
  • Search engine credibility – If more content is on one domain, and Google is getting really good at understanding what a business has to offer (not to mention if visitors to a website are finding what they are seeking), doesn’t it make sense that you might be able to leverage the strength of having more content on one domain to your advantage? If that content is consistently being updated in one place (instead of having many websites with some stagnant content – who can manage all that and do it well?), wouldn’t it appear to Google that your company’s website is well-maintained with fresh, relevant content for visitors? If so, we bet Google would reward that.

There IS a solution!
The web is challenging. Our clients are busy, and most have a website (or more) and multiple social media platforms to manage. The challenge is to let go of what you don’t need. Don’t be afraid to ask yourself the hard questions:

  • Do we need more than one website?
  • Can we have just one good website?
  • Where is my audience on social media? (e.g. Are my customers on Facebook and Twitter or are they on LinkedIn?

If you have multiple websites and are loaded down with doing a lot but not doing a lot well, it may be time to find a better way to market your company.

Let’s get together and talk about your customers and your business goals for growth. Let’s put a strategy together for your website and web marketing.

Is Your Business Using Periscope Yet? (Should It?)

You can’t sneeze twice in a row these days without a new Social platform or app being introduced and claiming to be the best, latest and greatest thing that combines all of the things you love while adding better features and the ability to use it all while operating a Tilt-a-Whirl. Oh, and you MUST have it for your business or you’re a failure at pretty much everything, but mostly life. And your business.

Pardon me, I get a lot of sales emails. Ahem.

ANYWAY, Periscope is one of the newer apps that has been quietly and steadily proving that it really may be the latest and greatest and can be quite the cool little tool for your business. Here are a few fun facts: periscope app

  • It’s a live streaming app owned by Twitter that’s super easy to download and use right on your smartphone. You can also access and watch online (but what fun is that?).
  • It allows you to tune in to anyone’s live stream and interact in real time by asking questions or tapping the screen to “favorite” (which are in the form of little floating hearts that are surprisingly addictive and fun).
  • If you miss a live stream, not to worry, the streams are saved as videos on your profile which you can either save to your phone or send to your other favorite platforms, providing the user with multiple options for distribution and editing.
  • Want to connect with other users? Click and tap around on the map that shows you a worldwide (!) view of current livestreams.

Future Implications?
While, of course, many of the streams are random individuals sitting in their living rooms and watching TV (no joke), some streams are being put to great use. Here are a few of the cool/interesting/savvy things I’ve seen on the platform that I think have big implications for the future:

  • Breaking news. Get there before the news crews and you have access to events long before the pros. This kind of thing has happened a couple of times on the platform already, with individuals capturing fires or other events as they’re happening and documenting the process live.
  • How tos. I watched a bakery owner show just how she adds decorations to her beautiful and yummy cookies, all while taking questions in real-time from her audience. It was every Food Channel network show, but faster, “more real” and with less corny editing.
  • Celebrity and public figure live Q&As and talks. I accidentally stumbled on a Periscope of THE Sherri Shepherd as she and a friend sat in a dark theatre waiting for a projectionist to fix a glitch in the movie they were trying to watch. While she had a little unexpected downtime, Shepherd entertained an on-the-spot audience of hundreds while answering questions and making silly comments on her situation. It was hilarious and cool.

What It Means For Your Business
So what can Periscope mean for your business? Well, maybe nothing. If you’re like a lot of small to medium-sized businesses who are already scrambling to find and connect with your customers on Social media, you understand that as easy and as fun as it is to be a part of Social media as a user, it’s an entirely different story to use it well as a marketer. You may want to stick with your tried and true methods on Facebook or Pinterest, because it’s working for you already, and if it ain’t broke…

But! If you see a need in your business to connect quickly and in real-time with your customers, Periscope can be a great solution. How about:

…instead of waiting for studio space and a production team help to do the perfect, glossy how to on your latest product, why not give a quick live demo?

…you introduce new employees live and allow your customers to ask them questions and welcome them in real time.

…the head of your company–a well-known public figure who would never have time to write a full blog post for you–jumps on a five minute Periscope to say what he or she has learned lately in the business.

Explore Your Options to Connect
The options for marketing through Periscope are as varied as your imagination allows, and cuts out a lot of the legwork of recording video and uploading to YouTube, or taking hours to edit to perfection.

While this other type of video still certain has a heavy and important place in marketing strategy, Periscope is just like its Twitter parent, and allows for quick connection in real time to customers. I personally don’t believe Periscope is a flash-in-the-pan app and is here to stay for the foreseeable future, so it’s worth a look to see if it could fit seamlessly into your marketing strategy.

Of course, with any new thing that clamors for your attention in the landscape of marketing your business, the question isn’t “if” you should use it, but “why.” If it seems to fit with your “why” after a little research, Periscope could take you to the next level in your Social Media presence and give your customers a more intimate, connected look at the way you do business.

The Rise and Fall of BlackBerry

blackberry_logo-brokenWe all remember the “CrackBerry” craze during the early 2000’s. Everywhere you went you saw both business professionals and everyday people typing away on a small device, the BlackBerry. The company had all of America in the palm of their hand, so what happened that we don’t all have Blackberries in the palm of ours? The fall of BlackBerry is still a wonder to most people. How can a company with almost 50% of the smartphone market in 2010 fall all the way to a measly 5% in just a matter of 5 years?

Blackberry was formed in 1984. Originally named Research In Motion (RIM), they worked in the market of wireless point-of–sale equipment as well as modems and pagers. RIM was the first to make the transition from pager to handheld computer and eventually to the smartphone we came to love.

In 1998 the first “BlackBerry” was launched. The name Blackberry came from the appearance of patented keyboard design which was easy for typing with thumbs. This first BlackBerry caught the attention of not only consumers but other companies such as IBM and BellSouth (which eventually became AT&T).

The craze continued to build as they launched devices slowly resembling more and more the Blackberry that commonly comes to mind when thinking of the company. With the launch of Apple’s iPhone in 2007, BlackBerry made their first mistake that lead to their fall. Co-CEOs Mike Lazaridis and Douglas Fregin viewed the iPhone as a toy and not as a serious competitor, saying that consumers don’t want to type on glass when they can type on real keys. They felt as though they had secured a loyal fan base of both business professionals and everyday consumers.

BlackBerry peaked in 2010 with an estimated worth of $77 Billion and a 50% share of the smartphone market. In this year they launched their first touchscreen phone as well as their most popular phone, BlackBerry Bold.

In 2011 Apple launched the original iPad which tested the potential of the tablet market. Trying to get a piece of that market, BlackBerry made their second mistake. By assigning more engineers to work on developing a tablet of their own, the development of phones slowed. Unfortunately, their tablet, the PlayBook, was launched and instantly flopped. This started the never ending game of catch up which ultimately caused their downfall.

In addition, BlackBerry delayed the launch of their new operating system, BlackBerry 10. Originally planned to be released in 2011, it was pushed back to 2012 which didn’t actually launch until 2013. Although BlackBerry had more experience over their iOS and Android competitors in the smartphone market, with this delay they had lost their lead. By this point, Android devices were into their fourth major generation and Apple iOS was on its sixth generation of operating system.

It is currently unknown what BlackBerry plans to do. It is rumored that they are on the search for a buyer, which raises more questions. Who would buy a company that has fallen so far behind? Will the company be sold as parts or as a whole? What will the buyer plan to do with the company? All these are likely to be answered soon.

As for now, we can sit back and learn from the rise and fall of Blackberry. There are clearly more than a few things that lead to their demise but we’ll focus on a few of the big mistakes and see how they can apply to any business.

  • They ignored the competition Keeping an eye on your competitors is very important. When you don’t pay attention to what they are doing you lose track of the direction the industry is heading.
  • They didn’t focus on their bread and butter – Every business specializes in some area. In the case of BlackBerry it was their smartphones. By taking away resources from their specialty and trying to focus on another aspect (the tablet market) they fell behind and lost what made them a successful business in the first place.
  • They didn’t stay up to date – The biggest and most obvious mistake BlackBerry made was not staying up to date. They felt that they had a large and loyal fan base and didn’t have to worry about having the newest, flashiest technology and products. Meanwhile, their competitors were making large advancements. By the time BlackBerry realized this it was too late to catch up and they had lost many of their “loyal” customers. A business can never assume that they have loyal customers. By constantly striving for improvements the chance of losing client base is greatly reduced.

In all honesty, it’s sad to see a company lead an industry and rise to the top only to be taken down by a series of poor decisions. But there are lessons to learn from the misfortune of BlackBerry. Keeping an eye on the competition, focusing on what makes your business special and keeping up to date with the industry we’ve all learned to be crucial.

Is it time to update your site? Contact us with any questions and we will be happy to help you.

6 Signs It’s Time For a New Site

The speed that technology advances is getting faster and faster. Once you actually get the hang of the phone you have the next model is already out. The internet is no different. From social media to SEO, it is changing daily. Website designs change to comply with the increase in mobile traffic and incorporate social media, content needs to be changed as visitors expect more and more visual content. If you’re wondering if it’s time for a new site here are some key points to take a look at.6 signs

  1. It doesn’t work well on mobile- Many older sites don’t load correctly on mobile devices. It is often hard to read the content or difficult to navigate the site. With around 50% of site visits being on mobile devices this means if a site is not mobile friendly, users get frustrated and a site may lose about half of it’s potential visits/conversions.
  1. It’s slow- Let’s be honest, we love instant gratification. Studies show that a page with a load time of 4 seconds resulted in a 25% drop in traffic. That may seem a little crazy but when it comes to the internet we want and expect it in the blink of an eye.
  1. It’s hard to update content- Content management systems have come a long way over the years. They now make it easy for anyone to go in and change content and keep the information current without needing a whole team to edit code to update.
  1. You’ve outgrown the site you have now- This point is by no means a bad one. If your business has outgrown your site congratulations you’re running a successful company! There are different reasons you may have outgrown it. Maybe you made the original site shortly after startup and have since added more services or products. It may be more difficult to navigate the site with these added items. Or perhaps you’ve changed the image of the company or shifted the primary focus. A revamp of the site to more accurately represent the business is a great plan to continue to grow.
  1. Users aren’t converting- The whole point of having a site for your business is to generate leads or make sales. If your site isn’t getting either of these but is getting decent traffic it may be time to consider a redesign. High bounce rates, short time on site, and low page views are pretty good indicators that the time has come.  There are different reasons why users may not be converting. Poor landing pages with content that doesn’t give users the information they were looking for, a lack of calls to action, or it could simply be because there haven’t been and conversions set up.
  1. No social media- Social media has become a huge part of business. It not only helps generate leads but keeps current customers up to date on what the business is doing. If your site doesn’t have links to the company’s Facebook, Twitter, LinkedIn, etc. you’re missing out on a great opportunity to interact with users.

If you’re having any of these issues, or if your site was made in Windows 95, it may be time to ditch it and consider a redesign. If you need some help or have any questions we are more than willing to assist you.

What I’ve Learned at TKG

I have been interning here at TKG for a little over two months. Sometimes it feels like time has flown. With just a few short weeks left I thought now would be a good time to reflect on my time here and what I’ve learned.

what ive learned_edited

With this internship brought many firsts. My first internship, I couldn’t have asked for a better company to intern with. As anyone would be, I was a little nervous to start the job. From day one each and every employee was kind and helpful. It also brought my first look into the industry. We learn all about business in school, but learning isn’t doing. The Karcher Group set a good program for a first time intern to lead me into the world of marketing and web design. Being that all my previous jobs were outdoor labor intensive jobs (such as grounds crew on a golf course) this is my first office job. For those who have worked both types of jobs you know how different they are. There was a period of adjustments and a learning curve.

Since being here I have worked on various projects ranging from social media libraries for clients to assisting in the development of a new site. With these I learned programs to complete the project including content management systems and Google Analytics and have become Google Analytic certified. With each project I find it becomes easier to know exactly what we want the end result to be and how to get there. I’ve also been able to see which parts on the industry I love and which parts maybe not so much.

They say that happy employees are hardworking employees. At The Karcher Group I’ve been able to see how true that really is. There seems to be something going on almost every day. With employees riding scooters through the office, playing foosball, darts, and pool it’s clearly a fun work environment. At a glance it may look like it is all fun and games but employees here play hard and work harder. In fact, each month an employee is elected by fellow employees and awarded the brain award for outstanding work and get to spin for various prizes from gift cards to extra vacation days. This is just one of the ways they show appreciation for the hard work put in by their employees.

As a first time intern I really had no idea what to expect. Going based off the stereotypical intern I thought I would be getting coffee and doing all the stuff around the office no one else wanted to. Within the first week I knew it was anything but a typical internship. I was already being taught programs and tools on the first day and was given projects shortly after. Although I only have a few short weeks left I have really enjoyed my time at TKG and am excited to see what I can learn in my remaining time.

Google Tag Manager

TagManagerRecently I have been putting quite a bit of effort into rolling out Google Tag Manager for many of our client sites. It has been a rewarding process and I wanted to share some of the things I’ve learned along the way.

First, what is Google Tag Manager?

One of the foundational building blocks of a website is the tag. It is a way that functionality can be added to the site in a fairly simple manner. The functionality can range from tracking activity and usage to adding features like chat to a site. Each one of these tags is generally pretty simple and easy to understand, but as the number and complexity of the tags increases the challenge of keeping track of them and making sure they are on the correct pages also grows. This is where Google Tag Manager comes in. It allows us to place a single tag called a container on the site and then add and remove tags to that container based on a variety of rules.

Once the container is in place tags can be added to the site without needing to touch the templates or source code, which greatly reduces the risk that something can go wrong when adding a tag. It also makes it much more simple to change or update a tag when needs change.

There is another benefit that I really appreciate: the ability to test tags before they are rolled out. This allows a set of tags to be tested on the site before they are rolled out to all users. This has been especially helpful when trying to troubleshoot complex tags.

This is just scratching the surface of what can be done with Tag Manager, but hopefully it is enough to give a glimpse into why I’m so excited about using it. If managing tags is something that you could use help with, get in touch with us, we would love to help you out.

It’s Not You, It’s Facebook…

If you manage a Facebook business page, you may start seeing a decrease in likes over the next few weeks (or maybe you have already seen it). But don’t worry, you didn’t do anything wrong!


Facebook recently made an announcement that it will be removing page likes for any memorialized or voluntarily deactivated accounts. So if you saw a significant dip in your numbers, it was because this action was done all at once and not slowly over time. This isn’t a bad thing; Facebook is just making it so that your message is reaching people who are actually USING Facebook. So what does this mean?

A Deactivated Account

A user can choose to temporarily deactivate a Facebook account at any time. This does not delete the account; it just sets it in a state of suspended animation if you will. All of the information is preserved so if the user chooses to reactivate the account, all of the information previously listed on their profile will still be there when they get back (including liked pages).

What this means for you?

When a user deactivates their account, it will appear in your Facebook insights report as a page “unlike.” Once the page is reactivated, it will show up as a new like. No harm, no foul.

A Memorialized Account

Another new feature rolled out by Facebook is the Memorialized account. Memorialized accounts are a way for people on Facebook to remember and celebrate those who have passed. A living user can actually identify a legacy contact that can access a person’s Facebook account in the event of their death.

A legacy contact will have the option to share a final message to old friends and respond to new friend requests. Legacy contacts cannot log into your account, remove or change existing posts or read your direct messages.

What this means for you?

When a Facebook account is confirmed as memorialized, it will appear in your Facebook insights report as a page “unlike.”

In short – Facebook wants to make sure that you are speaking to your real audience. By eliminating deactivated and memorialized accounts, you now have a more accurate representation of your actual audience.

Are you interested in expanding your Facebook reach a little further but don’t think you have the time? Send us a message – the brains here at TKG can put together an entire social management strategy to help support and grow your business.



Lead-GenerationBusinesses are focused on using their websites as a source of new customers. In fact, nearly 50% of B2B buyers indicate that the most likely way they find sales information is to go directly to a supplier website. As a result, companies are investing in site optimization to ensure they have user-focused content designed specifically to convert visitors into inbound sales leads.

Powerful content may include benefits of what you offer, case studies of your products and services, customer testimonials and lots of answers to the key question of ‘Why you?’

So, how well is your site performing in lead generation? Assume that a potential customer has explored the entirety of your website content. You have them excited about starting a sales dialogue with you. How do you translate that excitement into action? Below are several simple guidelines to maximize your inbound lead opportunities on your website.

  • Effective lead capturing requires a proactive mindset – Provide focused attention on the conversion goal right on your home page. Don’t force your visitors to initiate contact.
  • Provide more than your ‘Contact Us’ page – Many websites don’t have effective paths for customer prospects to start the dialogue. By default, it’s often the ‘Contact Us’ page. In many instances, the ‘Contact Us’ page is largely reactive and inadequate as a customer acquisition path. To increase more inbound leads, consider adding more navigation links to your ‘Contact Us’ page as well as strategically place ‘call-to-action’ options on sales-focused content pages.
  • Give visitors a reason to contact you –If the only inbound leads you are getting from your website are from the ‘Contact Us’ page, you might want to consider offering more call-to-action paths. Examples of lead generation call-to-actions include scheduling a sales demo, joining a webinar, getting a quote and signing up for a special offer.
  • Don’t rely solely on form submissions – Adding call-to-action (CTA) options such as call tracking or live chat can be very effective in generating incremental leads. In fact, many consider it a competitive advantage for visitors to have multiple contact options to consider when converting interest into lead generation.
  • Respond promptly – Once customer interest has been sparked, it’s up to you to respond and satisfy the initial itch. If you don’t, then a competitor eventually will.

Your inbound website leads are like gold, and there are simple measures to consider assuring you’re maximizing lead engagement on your website. First of all, make sure you’re utilizing every possible CTA option in maximizing lead generation opportunities on your website. Secondly, make sure you’re enabling your sales team to capitalize on the inbound leads you’re generating. Be proactive with your website so it delivers the results you’re looking for.  Maximize your lead opportunities!

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