These days, whether they are using it or not, companies are collecting vast amounts of data with their digital tools (like Google Analytics, keyword campaigns, site forms) – sometimes simply because they can and sometimes due to market challenges related to their industries (like the highly regulated pharmaceutical industry who needs to track and report deeper spend). So much is out there and yet not every company requires up-to-the-minute data to orchestrate their marketing programs. They will say things like ”I just need a prettier site” or “I need better…

Is your website attracting the right visitors? Once on your website, are folks engaging with your brand and interested in what you have to say? Where is your best traffic coming from? What’s working for your business and what is a waste of marketing dollars? How do you know? The answers are waiting for you, in Google Analytics. While business owners and marketing managers may be tempted to leave analytics to the “geeks” in the office, in reality, your website’s data is crucial to measuring — and growing — your…

We need your help. Okay, I need your help. One of my big goals this year has been to help Overit design better customer experiences. Experiences that will allow us to provide you with greater “stuff,” most often through content initiatives. After spending my first quarter elbow deep in sales and other excitingness, I finally feel ready (worthy?) to get to know everything that I can about you — those who read this blog, those who are interested in smarter marketing, those who have a passion for digital, and those…

Brand. I think about brand often. I think about it in terms of our clients – what is their unique story, how does it connect with their customers, how do we empower those customers to live that story – but I also think about it in terms of Overit. What is Overit’s brand? Is it aligned with Dan’s original vision? Does our brand alter based on where you are sitting – if you are a client, team member, marketing professional, etc.? If I ran into Overit in a dark alley,…

Creating a website tailored to the needs of your association’s audience? It can be tricky. There are dueling priorities, laundry lists of competing Needs and Wants, and limited resources to contend with. But even with all that – you still must get it done. You still need a website that stands out, conveys your message, and successfully engages and retains your audience. As you are thinking of, or even building out, your new site, you may have questions like: Where should you focus your resources? What site elements are critical…

Yesterday, Facebook announced a new update that includes features like a new in-app camera, a new feed of ephemeral stories at the top of users’ News Feeds and a private messaging feature called “Direct.” Since I previously lambasted Facebook’s Instagram for copying Snapchat with Stories, the feature has grown to reach 150 million daily users (source). By comparison, Snapchat has 100 million daily users (source). The quick popularity of Instagram Stories can be tied to the fact that it had an existing user base before launching ephemeral messaging, the ease-of-use…

For a platform that we interact with daily in print, through TV, radio and online, a majority of people don’t know the process of how news is produced and what’s truly ailing newsrooms. With a better understanding of the current state of media, though, publicists can better work with press, and clients can better work with their publicists. Here are some things that you should know about the media today, from the perspective of a publicist. 1. How people consume news is changing This probably won’t come as a surprise,…

“Personas, is that Spanish?” The short answer – yes, “persona” is Spanish for “person.” In marketing terminology, personas mean people identification – to put it simply. You’ve probably heard the term by now, but what exactly is a persona and how does it fit into your marketing strategy? Marketing definition: A persona is an aggregated collection of data, segmented into a target audience group – represented by a single individual profile. Confused? That’s okay, keep reading… Personas are all about client identification. As marketers, we think we have a pretty…

You work for an association. You have members, followers or, at minimum, people who look to you to provide them with the information, tools, resources and likeminded connections they need to make them better, faster and/or stronger. The more engaged this audience is kept, the more successful your association will become. You know this. That’s why 68% of associations say engaging members is one of their top priorities. One way many associations look to do this is via email marketing. Our question is, how’s it working? For those looking to…

Last summer, Overit founder and principal Dan Dinsmore asked me into his office looking to talk. Freshly back from a generous maternity leave, I knew the context – we needed to catch up on The State Of Things. During this meeting, Dan updated me on what I had missed over the last four months, including company successes, struggles we had overcome, the status of key accounts, new opportunities, and, planned organizational changes to move the agency forward. Most notably, I learned of his plans to bring on a Chief Operating…