Best Practices Archives | Page 5 of 6

Don’t cross-post on social media platforms

April 27, 2020

If you are maintaining multiple social media profiles, it can be enticing to cross-post the exact same message on all at once. And certain social media management tools even explicitly allow/encourage this. But cross-posting can hurt the effectiveness of your social campaigns for a number of reasons.

That doesn’t mean that you can’t post the same message or content, it just needs to be tweaked to perform optimally on each network and avoid errors or follower confusion.

Things to make unique for each platform

Post times. The optimal time to post on each network varies based on the network and your audience. You can use some statistical averages, or use your own analytics and insights to determine the optimal time of day to reach your audience, but chances are it will vary by platform.
@ Mentions. Depending on which other profiles you are tagging or mentioning, the syntax may vary per network. That organization’s usernames may also vary. Or they may not participate in all the same social networks you do. Make sure to customize your @ mentions of other profiles for the network you’re on.
#Hashtags. Hashtag best practices vary by network as well. Whereas Twitter and Instagram rely on them heavily, Facebook was late to the game and they were not intrinsic to the platform. Overuse of hashtags can actually hurt your organic reach on Facebook.
Message length. Twitter is definitely the limiting factor on this one. You don’t necessarily want to cut your captions or messages to Twitter-length on all platforms, so customizing for the allowable length makes sense.
Photo/video aspect ratio. The best sizes and aspect ratios to get the optimal cropping on preview varies by platform. Understand the best size for images and you’ll get better engagement as users scroll past your content. In general, Instagram is the only 1×1 square content.

With minimal extra effort you can take a single message or post and tweak it slightly. That way you can take advantage of the features of each social media platform. And your content can perform optimally on each.

Choose the right #hashtag for your social media post

April 9, 2020

Hashtags in social media posts serve a few different purposes. They can be funny. They can categorize your content. Or they can extend your reach to a new, larger audience. Knowing your goals can help you select the right mix of hashtags for your social media posts.

Sorry to break it to you, but expert use of hashtags requires some research up front. I like to use a free tool called Ritetag. It will give you some stats on the frequency of use as well as some related tags to consider. Once you find some relevant tags with high volume, take the time to search them on your favorite social media platforms. The last thing you want to do is unwittingly contribute to something unsavory! You never know when a hashtag has a hidden meaning.

Four Categories of Hashtags

I generally divide hashtags into four categories with different objectives.

Branding – It’s great to use your brand name, product name, or something unique to your organization. You may not get a lot of new traffic from it, but it’s a nice addition to posts and can be a fun categorization to review for your users.
Example: #DijonMarketing
Engagement – Keywords that speak to your message, vision, or calls to action may not drive a LOT of traffic, but the traffic they do drive will be highly engaged and interested in your message.
Example: #ConnectGoodPeople
Reach – These are the keywords that have tons of posts. With the right message, imagery, and timing, you could gain yourself a much larger audience than without.
Example: #DigitalMarketing
Event – If you are attending an event, check first to see if they’ve proposed a hashtag for attendees to use. Similarly if you are the host, let your guests know there’s a hashtag to use.
Example: #MeetAndGreet2020

Choose a couple keywords from each category to get the best mix of eyeballs on your social post. Don’t go overboard though. Nobody likes to see a list of hashtags longer than the post content. Strategic alignment on hashtag strategy will elevate your social media presence to the next level.

Dijon Marketing’s Registered Trademark

March 6, 2020

Dijon Marketing’s logo is now federally registered with the US Patent and Trademark Office. It is protected against anyone else using it. While this might seem like overkill for a small brand, it was an interesting challenge that I wanted to work through in case future clients had need of such protection.

The first step is to fill out the paperwork and pay the fees associated. You can register under multiple different uses for free, but each category of use will cost you an additional fee. Dijon Marketing is registered for graphic design, web design, web hosting, and digital marketing. That spanned two different categories and raised the price a bit.

Be aware that as soon as you file, that is public information. Your inbox and mailbox will soon be flooded with offers from law offices to help you navigate the registration process. Chances are you won’t need any help, but if you do, try to find someone who did not solicit your business from your public listing.

There’s a good chance your original request will be rejected. You will have to provide further clarification on your submission. I had to explicitly state that I was not attempting to trademark the word “Marketing” by itself, and also that the color of the logo was not part of the trademark.

Then all it really takes is time. Start to finish, I spent about 8 months total waiting for the certificate to come in the mail. It may not make sense, or be in any way necessary for your organization to trademark your logo, but if it ever does, having been through it once, I feel confident I could give some good advice to help you on your way.

9 reasons you should be using a password manager

December 7, 2019

Password managers like LastPass or 1Password can help you keep your online life organized, updated, and most of all secure. Here are 9 reasons to start using a password manager today.

Keep all of your website logins in one convenient list. When you store all of your passwords in a single location, you also get a list of all the websites where you have an account. Need to update your address? With a categorized list of all sites, you can quickly run through and ensure you’ve updated your info everywhere.
Have a unique password for every website. We all know we shouldn’t reuse passwords. A lot of us aspire to maintain a set of low, medium, and high security passwords. But when you start to catalog every site from personal and work life, that list easily reaches several hundred. Even if you could think up a unique password for each, good luck remembering that many.
Auto-generated passwords take the stress out of new registrations. No longer do you have to agonize, or even think really, about what your next password should be. Just generate it. It’ll be way more secure than anything you came up with, and you don’t ever need to remember it.
No more forgotten passwords. Even if you haven’t logged into some obscure site for a few years, you’ll never hit “Forgot password” ever again. Avoid any embarrassment contacting IT for the fourth time this week because you don’t remember some login at work.
Sync everything between desktop and mobile. Even on the go, you have all the data at your fingertips. These password managers also work with most apps. No more typing in passwords on a mobile keyboard.
Auto-save passwords. When you do create a new account, you either generate or come up with your own new password. The integrated browser plugin or mobile app will automatically prompt you to save your new password.
Share passwords. If you have a shared bank account or Netflix login, no longer sacrifice security for convenience. Shared passwords can be just as long and complex as any other. Because password managers allow for shared data, everyone stays up to date and synchronized.
Run security audits on your passwords. You can get a security score letting you know of any old, weak, reused, or compromised passwords. You can even run the usernames/emails through a known list of hacked accounts. That alerts if your accounts could have been included in any of the latest public hacking scandals.
Store more than just website passwords. Your friends WiFi network. Your personal credit card number. The gym locker combination. When you get in the habit of storing passwords, you can also start to store secure notes for yourself. That can be a life saver in the real world.

Vector vs. Raster Images

May 21, 2019

There are two main types of images when working in graphic design – vector and raster. Knowing the difference between the two can save you some headaches when working with a graphic designer and switching between web and print assets.

Vector images use paths to describe the shapes they represent. In the example of the Dijon Marketing logo, there are a few circles, a few lines, and a solid color where they intersect. It doesn’t matter if this logo is tiny (like the favicon in the address bar of your browser) or printed on a billboard the size of a building. The image can scale and redraw the circles, lines, and fill colors crisply at any size.

Some examples of vector image file types are PDF, AI, EPS, or SVG.

On the other hand, raster images use grids of colors, or bitmaps, to describe an image. You can generally get away with sizing a raster image down, but things get tricky when trying to size up. The pixels that describe the image are fixed, and sizing them up will end up with a “pixelated” result. That is not to say that there aren’t perfect applications for raster images. Most web applications or certainly any photography will be presented by raster images.

Some examples of raster image file types are JPG, PNG, GIF, BMP.

The best thing to do when working with a graphic designer is to discuss which kinds of files you expect to receive. You can always create raster images from a vector file, but it’s much more difficult to go the other way. So ask for vector source files and you will always have the best of both worlds.

Choosing a new domain name

February 3, 2019

First things first. When entering the realm of digital marketing, you need a website so people can learn about you and your mission, and that website needs an address. When selecting a domain, there are a few loose rules to abide by, and a couple of things to consider that are specific to charities and nonprofits trying to spread their messages.

Be unique

The first rule may be totally obvious, but your domain name must be unique. That means you need to make sure nobody else has already registered this domain. If it’s already taken, even if there is no website at that address, brainstorm another domain name. Procuring a taken name can be time consuming, and usually very expensive. There are a number of domain look-ups available on the internet. Just enter your desired domain name and find out if it is available.

Avoid approximating your desired URL through tricky or clever means. For instance, instead of charity.org, don’t register charlty.org (with a lowercase ‘L’). That can be confusing to your audience, and may be seen as spammy or untrustworthy.

Stay focused

Second, make sure your domain name accurately describes your organization or mission. It should do so easily without lots of explanation needed. If you have to add “but with two S’s instead of one, and a dash between the first and second word” then it’s not a great domain name. In general, domain names should be all one word, without dashes, and be as short as possible. For example, a charity named Project Inspire should register projectinspire.org. That is easy for others to link to, or share over the phone without a lot of explanation.

Get creative

Last, consider the top level domain (TLD) name. This might be .com, .org … or even .ninja. In general, reserve .com for commercial businesses. For nonprofits, the better designation is .org, as originally intended. Other TLDs like .edu, .gov, or .mil carry firm restrictions. But there are a whole host of new TLDs to choose from, so if it makes perfect sense for your organization you can explore these, or use them to get around the preferred .org being taken. Take an organization called Kids Camp. They could snag kids.camp as their domain. Just prepare to add to the end of every conversation, “Nope, just kids DOT camp, that’s the whole address, no .com on the end.”

In the end, don’t agonize too long over the perfect domain name. It is just one piece of a larger tapestry of digital marketing strategies and even a poor domain name can make it to page 1 of organic results with the right mix of tactics. Need help choosing or registering a new domain? Contact us today!

When to use subdomains

January 20, 2019

There are two main ways to subdivide content – subdomains or subdirectories. I will henceforth refer to “subdirectories” as “folders” to avoid confusion between two similar “sub” terms. Folders are easily understood. They appear as slashed organizational groupings on your domain, just like folders on your PC. If you have several events to share, you might group them all under an events folder.

Content organized by folders

www.mycharity.org/events/food-drive
www.mycharity.org/events/car-wash
www.mycharity.org/events/fund-raiser

Is there ever a time when you wouldn’t want to use folders, but instead a subdomain?

Content organized by subdomains

events.mycharity.org/food-drive
events.mycharity.org/car-wash
events.mycharity.org/fund-raiser

The short answer is: No. I never advocate for the use of subdomains. Subdomains divide your domain in the eyes of Google. You must monitor and maintain the authority for each subdomain separately. Your ranking can suffer as a result. Most small non-profits already struggle to gain authority with limited content and backlinks. Dividing it even further makes no sense.

There are times, however, that require a subdomain. Subdomains are configured easily across different platforms or technologies. That is typically the #1 reason they are used. It usually stems from someone wanting to create a new or different web experience for a particular program or event. They might go out and purchase a dedicated (different) domain. Instead of having a different domain, subdomains can bridge the gap between them while maintain your branding and identity. If WordPress hosts your site, but Squarespace hosts a new event page, placing them side by side on your domain only requires a single DNS setting.

The best thing you can do is anticipate these needs, get in front of rogue web activities, and concentrate all of your content and users onto a single platform and domain. Your audience easily finding your content more than makes up for the small sacrifice in autonomy!

The Importance of Domain Registration Auto-Renew

August 7, 2018

Do you own a branded web domain to represent your organization or small business?

Are you sure?

It happens more often than expected, but domain registrations do expire. There are lots of reasons why your domain wouldn’t automatically renew. First, you might have no set it up to do so. In fact, you may not have set it up at all. If you’ve used a third party service to set up your web presence, and then severed ties, your domain could be at risk of expiring.

Risks of an expired domain

The main problem with an expired domain is that poachers exist that will scoop it up. They monitor and watch for expired domains and grab them as soon as they become available. They figure (rightly so), if anyone has ever used that domain, it is inherently more valuable than any other. Maybe you let it expire by accident and it will be critical to your business to get it back. They can charge exorbitant prices to return your domain to you. Once you’ve let your registration slip and someone else has paid for it, there is little you can do besides paying the “ransom” … or choosing a new domain.

What can you do about it?

The best thing you can do is to set your domain up with an auto-renewal setting. Most domains cost somewhere in the ballpark of $12/year. So, it’s not usually the cost that is a factor, just the set up. If you’ve severed ties with a design agency, ask them to transfer your domain to your own ownership. There are numerous domain registration companies that have step by step instructions on how to transfer domain ownership between entities. Once you own your domain, verify the configuration is set for auto-renewal. Then, rest easy knowing auto-pilot will take care of the $12 annual charge. Ensure any contracts explicitly state your domain ownership. Do this even if an agency bought it on your behalf and maintains your web presence.

Adding GSuite Gmail to your domain

July 28, 2018

Once you’ve purchased a domain to represent your brand, organization, or small business, you’re going to want to associate an email service with it. One of the big benefits of owning your own domain is that you appear more professional by not emailing customers from an address “@gmail.com.” There are many ways to accomplish this, most hosting services or domain providers will try to sell you theirs, but for simplicity, ease of use, and familiarity, nothing beats Gmail.

But how do you get a Gmail address without it being @gmail.com?

Good news: it’s easy! It’s called GSuite from Google and creating your first email address takes only minutes. Check out the pricing and plans available at https://gsuite.google.com/. Pricing is basically $5 per month per user. However, you typically don’t need to start with too many users. You can create a single user with multiple aliases for things like “info,” “sales,” or “support.”

Once you’ve signed up for the service, you need to verify ownership of your domain. This will be done by uploading a text record (TXT) to your DNS server. Whichever domain registration service you used will have an option to add records to your DNS. Google will give you the exact text to paste in, and then will be able to verify your ownership. After that, they’ll give you another record to upload called a mail exchanger record (MX). Again, it’s a cut and paste from Google and within minutes your email is up and working.

You can associate multiple Google accounts on a single mobile device, switching seamlessly between them on your Gmail mobile app. GSuite also comes with a host of other benefits like file storage/sharing, contacts, and calendars that can be shared across users. As your business or organization grows, you can add new users ad hoc.

Even though the process is simple, it can be intimidating if you’ve never worked with DNS before. Contact us to help you get your email up and running so you can connect with new contacts in a professional and polished manner, through your very own branded email account!