So, when you hear the word “blogging,” what comes to mind?
Anyone? Bueller…Bueller (80’s movie reference you can look at in a blog)
Chances are, you’ve read a blog. Heck, you’re reading one now! The two most popular types of blogs that come to mind are food and travel related. That awesome recipe to make chicken buffalo dip; a blog. A trip exploring the hidden treasures of Paris; yep, you guessed it, a blog.
Trailex had an ecommerce website that was causing two big issues for the company: Customers were having difficulty finding and ordering small parts, and Trailex was losing money by manually calculating shipping on small part orders.
The latter of the two issues just took too much time. The website didn’t automatically calculate shipping on orders of small parts. So, Trailex sales staff would have to communicate back and forth with the customer to determine exactly which part he/she needed, then would manually calculate and process the shipping quote.
PALO solved the problem with a completely integrated ecommerce shopping cart solution that gets live quotes from FedEx. This helps process all transactions in one click rather than several. Credit card information is collected and confirmed when the customer orders a part, and the transaction is processed at the time the order is placed.
The solution also alleviated the headaches with part searchability for the customer. Customers can access an exploded diagram of their model trailer, identify the part they need, and scroll down the page to select the part from a list. Clicking the part automatically adds it to the customer’s shopping cart.
Keeping with the mobile-first approach, PALO designed the website for mobile-friendliness and aesthetics. Trailex primarily serves owners and collectors of exotic cars, so PALO kept those customers in mind when designing a more high profile, high-end website.
While Trumbull Industries’ market and customers are very traditional, a trend toward tablet usage by engineers prompted the company to work with PALO to develop a more mobile-friendly website.
The company’s existing site was loaded with catalog and product information that needed to be reorganized. Because the site wasn’t responsive to different sized screens, it made product spec tables very difficult to read. Spec tables include detailed technical information, including product SKU variations.
Products only had a few photos, if any at all, and images weren’t presented in an organized fashion. Downloadable product materials, including owners manuals, installation instructions, and maintenance information, were usually buried at the bottom of each product page.
PALO worked closely with Trumbull Industries to reformat the entire website and make it mobile-friendly. Product information and spec tables were neatly organized and arranged so they are easier to display on a tablet or mobile phone.
Downloadable information documents are positioned higher on the product page so visitors don’t have to search for them. Each product also has multiple images and drawings organized in a gallery.
PALO employed Trumbull Industries’ comic book branding elements and incorporated them into a complete website theme, including graphics and fonts. Designers ensured to maintain a professional look while keeping the design fun and interesting.
TACOS = Targeting. Analytics. Cost-efficiency. Optimization. Satisfied customers
Every Thanksgiving, we sit back, eat delicious food, watch some football, and reflect on what we’re most thankful for. Family, good health, and Cleveland finally winning a championship all come to mind. But this year, the PALO team is thankful for something a little less conventional.
TACOS…and by that, we mean digital marketing.
To us, TACOS stands for Targeting, Analytics, Cost-Efficiency, Optimization, and Satisfied Customers. All layers are required to make a complete product, just like a delicious taco. And understanding how all those layers work together helps us put together some killer strategies for our clients, who are all pushing hard for more digital tactics in their marketing plans.
So, you’ve had a search engine optimization plan in place for about a year now and it’s working out well. Your search rankings have improved, you’re getting more website traffic, and you’ve increased your lead generation – the trifecta of a successful search engine optimization plan.
At the end of the year, you now are faced with a choice: renew your search engine optimization plan for another year, or repurpose that money elsewhere. It can be tempting to pull the plug and put that money toward something else. After all, one and done, right?
Think again! You can lose that hard-earned search rank in the blink of an eye.
Meet PALO’s Newest Hire – Nicole Haefke!
As more businesses recognize the value in a strong, digital presence, PALO Creative continues to build upon its foundation of digital expertise with its latest hire.
PALO’s new Digital Media Coordinator, Nicole Haefke, has gone from crunching the numbers for one company (her previous employer, Coastal Pet Products Inc.) to running analytics reports for several of PALO’s clients. The challenge, she says, has been applying her “big picture” approach on a much larger scale, but it’s a challenge she readily accepts.
“I’m very passionate about exploring the big picture to get a better understanding of the small things, like which search terms are most effective and which audience to target,” Haefke says. “I’m a numbers person. I like facts. And when you look at data and analytics, whether it’s SEO or social media, there’s truth behind it.”
Haefke sharpened her digital marketing skills while working with PALO’s Digital Media Director, Jim Komara, whom she met in 2006. At the time, Komara developed custom real estate websites for real estate agents, and Haefke got first-hand experience in optimizing a website’s content to improve its search rankings. She continued her practice for other local small-business websites while she attended Youngstown State University, where she was president of the university’s Economics Club and an active member of the American Marketing Association. She graduated YSU in 2008 with a bachelor’s degree in business with concentrations in marketing, advertising/public relations and economics.
In addition to SEO and metadata, Haefke has a well-rounded knowledge base in digital marketing, including specialties in evaluating Google Analytics and DoubleClick, online ad campaign management, social media marketing (SMM) and online reputation management. By leveraging her 10 years of experience, she engineers online marketing strategies that are geared toward driving quality traffic, leads and sales opportunities to a customer’s website.
“I love analyzing graphs, numbers and trends, because it helps me to target specific audiences so they see the content that’s most relevant to them,” Haefke says. “It’s smart marketing for any business.”
When she isn’t crunching the numbers, Haefke enjoys writing, hiking, traveling (she’s been to all but 11 states) and dancing – she started when she was four and studied ballet, tap, jazz, lyrical and hip-hop. She’s also a life-long bowling aficionado with a few 300 games under her belt. Nicole and her fiancé, Brian, currently reside in Poland where she stays involved in the community and is an active Rotarian.