Risingline Marketing strategy / design / development / management
(208) 475.3192

Contact Form

design & marketing blog

Marketing, design, and technical resources for making your digital and print communications more effective.

Serve Your Customer

October 7th, 2007

I recently read a good piece on CNN that demonstrated how a few select entrepreneurial companies understand their customer is the lifeblood of their organization. This subject is important to me as I witness more often than not companies not taking customer orientation seriously. From one particular semiconductor company here in Boise, I hear it stated quite often that its goals are “market orientated,” yet the strategic goals and the advertising campaigns are constantly focused on its products and production procedures. Listen up, it’s not about what you do, who you are, or what you sell, but rather about who you sell to and what they need. Successful companies know how to empathize with the market by understanding the wants and needs of existing and potential customers.

Furthermore, employees are typically patronized by their top management on how they are the engine that makes the company go, but in reality, no company exists without customers and organizations should be structured and focused on addressing that principal. Yeah, happy and excited employees make for a better productivity; but I’ve worked for several companies that lose money and customers and the end result is always the same: low moral despite catchy internal motivational slogans or non-customer related group incentive programs. Getting straight to the point, quit wasting time on slogans and pep talks and goals that have nothing to do with serving the customer.

To conclude my mantra, organizations exist for one purpose and one purpose only … and it’s not in business to build widgets, to be innovators, to motivate employees, or to attain the most marketshare … but to serve those customers who keep your company afloat.

Growing your business with blogs

October 3rd, 2007

Here’s a good article on the potential relationship between blogging and increased sales. A lot of basic information provided here and some interesting references like the South African wine producer Stormhoeks’s who doubled sales in less than twelve months through a blogging campaign. >>Read the full article

Beware of Bogus SEO Firms

September 12th, 2007

Have you ever received an unsolicited email like this:

Dear Website Owner,

If I could get you five times the RELEVANT traffic at a substantially reduced cost would you be interested? <company name> can place your website on top of the Natural Listings on Google, Yahoo and MSN. … We do not use “link farms” or “black hat” methods that Google and the other search engines frown upon and can use to de-list or ban your site. The techniques are proprietary, involving some valuable closely held trade secrets. Our prices are less than half of what other companies charge.

If you’re an owner of a business web site, chances are you’ve received quite a few. We get questions from clients about the validity of such companies on a pretty regular basis.

There are a lot of, maybe even most, SEO companies out there that are basically trying to work the system to create online spam. It might benefit you in the short run, but it breaks the whole legitimate ranking system and ultimately it can hurt a site more than it help. Just like how spam email marketing can produce some positive short-term results
but in the end runs the name of the offending individual/business to the ground (or even to criminal court in some cases).

SEO is simply creating value and relevance for your target clients and making it easy for them to find you. This does include some legitimate professional service roles like getting your site listed in as many relevant directories, esp. local

directories, as possible. However, what should make us leery of SEO firms is terminology like “proprietary closely held trade secrets”…big red flag, there is no secret to SEO, it’s actually quite simple as described by Google.  The real problem, like with so many other things, is that real SEO (aka building value) takes a lot of time and hard work. The temptation is great to want to believe that there is a “get search optimized quick” solution out there thus the proliferation of the SEO scam artists. I’ve blogged on this topic a number of times, the related posts are all on this SEO page.

Outside of the SEO involved in coding and developing a site (which actually is quite involved) we don’t provide ongoing SEO services of the type this company is advertising…we do provide some services to build long term value like blog writing services though. If you need help, we refer out to a few real SEO (value building) and Pay Per Click services companies
on a case-by-case basis…just let me know.

Unlike China, Westerners Have the Freedom to Blog

August 26th, 2007

Looking through the headlines today, I ran across an article that reminded me how blessed those of us who live in Western democracies are to have systems of government that allow citizens to share information. Whether it be instructional, humorous, entertaining, critical, or complimentary, the right to create and disseminate thought and opinion is a blessing we, or at least I, take for granted.

Conversely, citizens of China would not be able to have blog sites like Michelle Malkin’s or Michael Moore’s. Even for blogs of a non-political nature, China has tight restrictions on the content and distribution of blogs within its borders. Among other things, it is unlawful for Chinese bloggers to maintain anonymity, which has created international backlash from some of the world’s most prominent technology firms and media watchdogs.

Regardless of the various opinions on the effectiveness of blogging, most of us can agree that we’ve been blessed with systems of government that allow businesses, organizations, and individuals to collaborate and communicate without the fear of authoritative reprisal. To that end, I’m more thankful upon reflection as I exercise my freedom by publishing this message. You should be too.

Top

↑ Top