Internet Marketers Did Not Invent Content Marketing

Did you know content marketing is not a new concept?

michelin guide

 

In 1900 Michelin created the Michelin Guide. This is an actual book of content that was used to inform and educate customers. They created a value to customers and potential customers, which in turn created trust. The books included ways to maintain your car as well as travel tips and help.

Jell-O Book of recipesJell-O had an earlier start with their book of recipes in 1906. This may have been recipes they created or recipes from their customers. The effort helped Jell-O push their sales to over $1 million, which was quite an accomplishment at that time.

 

So, what’s different about today’s “Content Marketing?”
  1. The scale of how many people you can reach and how fast.  The internet has made it easy to reach millions of people with out ever leaving your office. In the early 1900’s marketers were limited by distribution, how to get their books to the general public.
  2. The cost of producing content is much lower.  With the internet, there’s no printing cost, no shipping cost and no inventory to try to move. You can produce content yourself and the only cost is your time. Of course time is money, so if you don’t have the time you can pay someone like us to create great content at a fraction of the cost of a producing a book.
  3. Search brings your customers to you. With the invention of the search engine, it is now possible to get your product in front of people exactly when they are looking for it. The original guides and recipe books may have sat on shelves for months until someone found them or the right person walked past the shelf where they were.

The big question: Why should YOU use Content Marketing?

  • Content marketing is a great way to build trust with your customers and potential customers. Just thing about the Michelin Guides. If I’m an avid user of the guide books. I’ve seen that the tips they’ve given me about lodging, or the best tourist sites in Vancouver. Plus, I found great tips for taking care of my car during the long drive to get there. What company do you think will be top of mind when I need tires?
  • Plus, when you start creating great content around your products and services, the search engines will start showing your content to searchers when they are looking for services and products like yours. This gives you exposure and because you created useful interesting content people are more likely to read your content as well as share it. This will keep them coming back and build the trust that makes them think of your company when they are ready to buy.

Online Marketing – What’s The Point?

Or better said what’s your goal? What are you trying to achieve with online marketing. Unfortunately too many online marketing campaigns are started with out a clear goal or set of goals in mind. If there are goals in place often they are too vague to be meaningful.

Let’s look at an old favorite.

Our GOAL is to sell more stuff.

That’s great! You and everyone else, but we need to dig deeper to get any meaning out of this.

  • What exactly do you want to sell?
  • Who do you want to sell to?
  • How much is each sale worth?
  • How many sets of eyeballs do you need viewing your products online to get a lead?
  • How many leads do you need before you make a sale?
  • What’s your conversion rate?

These are only a few of the question you need to ask before you start a campaign. Once you start answering these questions, you’ll be able to move through the simple diagram below.

calculating your ROI diagramIf you start from the bottom and move up; What do you need to do to land 10 new clients?:

  1. Determine or define the average value of a new client or sale. (Let’s use $1,000)
  2. Next if you know your typical close rate (We’ll use 50%)
  3. Then you can figure out how many leads you need to get 10 sales. (In this case you need 20 leads)
  4. If you know that 1% of visitors become leads, then you need 2,000 visitors.
  5. So finally, how much do you need to spend to get 2,000 visitors?

As you can see it is quite easy to create a budget and see the return on investment, once you define your goals and you understand the steps you need to take to reach them.

Need help defining your goals or working through the diagram? Let us know and we’ll set up a free first consultation: Contact Us

Close The Loop on Marketing and Sales With Marketing Automation

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” –John Wanamaker

Nearly half a century ago John Wanamaker made this comment. Sadly many businesses still feel this way. However with today’s technology including Marketing Automation and visitor tracking, online marketers have the tools to “close the loop” so they can effectively tie every lead and sale back to the dollar amount to the marketing initiative that produced them.

closed loop marketingAs I often say, “Your website should be the central hub of your online universe.” All your online marketing efforts should be driving traffic to your website: social media, search engine traffic, paid advertising, even your offline campaigns should send visitors to your site. You can see this in an our Online Marketing Flowchart. Once someone has come to your website you can give them a cookie which will track their activity on your site.

As each visitor browses your website you’ll be able to see from which avenue they came. You can see where they entered the site, what pages they viewed as well as where they exited the site. With this knowledge you can begin to shape visitor’s experience on your website, including taking actions to keep visitors engaged with your site.

The next step is to turn visitors into leads and start to close the loop. This is where you begin to monetize website traffic and send qualified leads to your sales team. One way to do this is to drive traffic to landing pages where you make an exchange. An exchange that can be in the form of a piece of your knowledge (a whitepaper, a case study or some other form of information) for more insights about the visitor (name, contact information, company, etc.).

So, not only will you know where your visitors are coming from and what they are doing on your site, but you’ll be able to tie this to actual people. Plus, you’ll be able to contact them!

The last step of the process is to track these leads to see who becomes a customer and how much they purchase. This will give you the ability to tie your sales all the way back to the individual marketing efforts. So now you’ll be able to determine which marketing channels contributed the most sales, which brought in the least and then make informed decisions for where to put your marketing dollars.

Do You Know What Keywords Your Target Audience REALLY Uses for Search?

I often have this conversation with clients and potential clients.

The client will usually say something like, ” We don’t want to target (insert keyword here), because that’s not what people in our industry use when they search.”

There are many reason’s why this person might say this. Sometimes it’s because they’re too close to their work. Maybe they are only thinking of how people “in the business” talk and not how people search for products like theirs.

A great example is a recent project we were working on for a staffing firm. The company was strongly against using the word “temp” or “staffing.” as keywords. They said we could get away with using “temporary”, but definitely not “temp”.  His reason was something along the lines of people aren’t looking for staffing anymore, they are looking for employment and employees. Not temp workers because “temp” has a bad connotation.

When this discussion came up, I went to my tool set to find out the truth about search. Here’s what I found.

temp vs agency vs staffing

This graph shows you the amount of times people have searched on the five terms on the left comparatively over time. Looking at the data, you can see they were definitely right about  “employment agency.” People are definitely searching for this, but look a the trend and the two surprises: “staffing services” and “temp agency.” As “employment agency” has dropped off in the last few years “temp agency” has dropped then grown again from 2011 until now. “Staffing services” has held steady for almost the last 10 years. And look at “temporary agency.” It goes from bad to worse, well actually to the worst.

In the end we settled on using “employment agency” and “staffing services.” I wasn’t able to convince them to use “temp agency” on their home page, but we did use it on some lesser pages.

The lesson here is don’t let your preconceived idea of what you think people search for take away opportunities for keywords you can use to bring in traffic.

 

 

How To Find Your Target Audience Online

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Online persona example

One of the things you need to understand early on in your online marketing plan is where your target audience hangs out online. This can vary from industry to industry. Maybe you’re selling to teens, retirees, businesses in the manufacturing industry or maybe businesses that are just starting out.

Whoever your potential customers are, if you are putting your money and efforts into the wrong place you won’t see the results you want from your online marketing.

We’ve created a list of tips and tools to get you started finding your audience.

Competitors

Probably the number one source that most companies miss is their competitors. First thing you should do is check where your biggest competitor is setting up shop. Are they using Facebook, LinkedIn, Paid Search or something else? Next you should look at how they are doing in this space. If they are on Facebook and have tons of engaged followers, you should probably be there too.

Search and Social Monitoring

Use search and social monitoring tools to monitor your brand, industry and competitors.  By monitoring what’s happening on social media and throughout the internet you can see who the most active/affluent people are in your industry and see who’s talking about your products and other products like yours, as well as where they are talking.

Then you can tune your marketing to take advantage of the various networks and hone in people that are already interested in products like yours.

There are plenty of tools out there are a few of your favorites.

  1. Google Alerts – With Google Alerts you can have Google search for your brand and report via email anywhere it finds your brand online. You can set where Google looks, the frequency and the number of results you would like to receive.
  2. Social Mention is a social search engine that searches for social media platforms including blogs. You can choose specific types of content (blogs, Twitter, comments, events and more) or all content and set up notifications for the results.
  3. Use Twitter Search to monitor what’s trending on Twitter.
  4. There are also other pay tools such as, Percolate & Raven

Surveys and Questionnaire’s

Surveys on social networks and blogs can be a great source to attract and engage potential buyers as well as to gain insight into the market.  Use tools like SurveyMonkey to help you set up your surveys.

Industry News and Trends

This one is definitely not a new concept, but keeping up with news and trends in your industry and competitors will help you understand what products your target audience is interested in and where they are spending their time.

Try news aggregators like Netvibes, the FlipBoard App or Currents App. There’s also a flock of others out there.

Create Personas

As you start to get an understanding of where your target audience spends their time online, you should be able to create “personas” of your ideal customers from the data. Create personas for each segment and give them names photos and attributes such as age, gender, social networks, how do they search, etc. If you need some help download our “Personas Template” to get started.

Create Your Online Marketing Campaigns with Your Target Audience in Mind

Now that you have some idea where your audience is you can start creating a marketing strategy that focuses on the right online platforms and speaks to the right people.

This will make your decisions easier for where to advertise. It will help answer questions like: Do we need more likes or followers? You’ll know the answer because you know where “your people hangout.”

Knowing the personas of your potential clients will help you be more in tune with their needs, helping you be more exciting, engaging and hey, maybe even sexy.

So download the Personas Template and get started today!!!

Onsite SEO – Best practices. What You Don’t Know Could Hurt You

In our post Ready, Assess, Fire, Aim – Laying the Groundwork for Online Marketing we looked at your current online presence: Your Home Base. We asked you to answer the following questions.

  • Do you have a website?
  • Do you or your organization have full control this site?
  • Do you have access or do you have someone (this could be you, a team, department, consultant or consulting firm, etc.) that can quickly update your website?
  • Do you currently track what happens on your site? (i.e. Google Analytics, Omniture, etc.)

In this post we are assuming that you have a website where you are able to make changes.

Onsite SEO Diagram

Many times we see websites that are beautifully designed, but the designers either neglected SEO completely or they may even be doing things that go against simple best practices. We’re going to look at some basics.

Here are some general things that you need to look at for SEO best practices.

Meta tags: These are snippets that are in your website’s code that tell browsers what to display where and search engines take notice of them. It is surprising how many companies, even marketing agencies, misuse these tags.  The following is a list of the most important tags.

  • Title Tag: This is what you see along the top of your browser. Many of the new browsers cut this off because of the way they use tabs, but if you hover of the tab you can see the full title. It also shows up as the first line in the search results page.
    • You should create an informative title that includes keywords.
    • Avoid duplicate page titles, so each page should have a unique title.
    • The character limit for title tag is 70 characters as this is the number of characters shown on the search results page.
    • Example: Primary Keyword – Secondary Keyword |Brand Name
      SEO Services – Search Engine Optimization | Blackbird e-Solutions
    • Example: Brand Name | Primary Keyword – Secondary Keyword
      Blackbird e-Solutions | SEO Services – Search Engine Optimization
  • Meta Description Tag: This is the description of the page that shows up in SERPS and should entice people to click on your link.
    • It should be between 150 and 160 characters. Search engines will truncate anything longer and if it is too long you could be docked by the search engines as well.
    • Concentrate on one to three keywords in this tag. Many people try to dump as many keywords in as possible, but Google and company look at this as keyword stuffing.
    • Let me stress again it should entice people to click on your link in search results.
    • Avoid duplicate descriptions:  I.e. each page should have a unique relevant description.

meta-description and meta-title

  • H1 Tag. This is the main header that you see on the page. It should include your keyword and main subject of the site. There is no limit on this, but dumping in a bunch of keywords will get you in trouble.

You might notice that I did not mention the Keyword Meta Tag, that’s because it is essentially irrelevant now. Historically people have used this tag to try to game the search engines, so the major engines ignore it. Below is a video from Matt Cutts, Google’s authority on web spam, talking about meta tags.

Now that you know that basic meta tags you should look at, next time we’ll look at some tools to evaluate this and many other parts of your website.

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Clarifying Facebook Graph Search

facebook graph searchWith all the talk this week about Facebook Graph Search I decided to break from the Killer Marketing for 2013 series to talk a bit about this new search tool. Although understanding Graph Search will certainly play a part of your success in 2013, so maybe it is not that big of a break after all.

Over the past couple of years we’ve heard a lot about the Social Search. This is the idea of using information from your social media to help you find what you are looking for online. Google has tried to tackle this with Google+, where Facebook is trying to break into the world of search with their new service Graph Search.

Ok, let’s get down to the nitty gritty.

What is Graph Search?

Think 6 degrees of separation.

Graph Search is Facebook’s attempt to really use their platform to find information. So, you can search for things like:

  • Restaurants in Philadelphia my friends like
  • Music my friends like
  • Photos of my friends that live in Lancaster
  • Cities my family has visited
  • Friends who like soccer
  • Etc.

Facebook is using what is called the Social Graph to accomplish this. Social graph is the graph that represents the personal relationships of internet users. Think 6 degrees of separation.  So it is feeding off what you and your friends have done on Facebook, as well as friends of friends.  Which creates one of the main differences between Social Graph and regular search; each person sees unique results.

ask questions about social media

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Great, what does this have to do with online marketing?

As with search engine optimization, understanding Graph Search is going to be important to your business for the same reason your company is online in the first place… To get in front of more sets of eyes!

I love the expression “social media is like word of mouth on steroids.” Well this has the potential to make it possible to organize that word of mouth and easily find out what the best restaurant in town according to your friends without even having to ask them the question.

One area that Graph Search will be helpful for online marketing is finding out if your target market is on Facebook. As Mashable discovered Engineers like “Big Bang Theory”, “Friends” and “Games of Thrones”. This might save you money if you’re target market is not actually using Facebook.

OK, what should I do now?

Mastering Graph Search will take mix of engagement, outreach and old fashioned sharing. Actually this doesn’t change what businesses should do to promote their brands on Facebook. Here are a few tips:

  • Engage: Keep writing thoughtful relevant posts. Make it a point to personally engage with every fan who comments on your page and don’t just go through the motions. Really talk with them.
  • Build your community: Let people know that you’re on Facebook. Add it to your literature, emails, website, etc.
  • Develop your page: What is on your company page will help people find you and Graph Search builds from this. Make sure everything is up to date and accurate. Use, the About section to really talk about your company. Try sub-categories here too.
  • Share: Photos of your business, products, people and services.  This gives people something to interact with and “like.”

social graph searchGimme Some Graph!

Ok, we know. You want it now. Yes, right now! Well, Facebook is in the process of rolling out the beta version to the USA. This may take some time so be patient.

You can join waiting list for the Graph Search Beta right now.

While you wait for your invite to come make sure your ducks are in a row by continuing to follow the tips above.

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How to Set Up Google Analytics on Your Website

Last time we looked at your Current Online Presence and discussed some basic questions.

  • Do you have a website?
  • Do you or your organization have full control this site?
  • Do you have access or do you have someone that can quickly update your website?
  • Do you currently track what happens on your site? (i.e. Google Analytics, Omniture, etc.)

Now let’s assume that you answered yes to the first three points, but you’re not currently tracking what happens on your site. There are many different website analytics programs out there, but we recommend Google Analytics to most of our clients. It is cost effective (Who doesn’t like free?!?) and very powerful. In this post I’ll walk you through how to set it up on your website.

Let’s get started!

First thing you need to do is head over to the Google Analytics site: http://www.google.com/analytics/

If you already have a Google Account go ahead and sign in, if not, create an account.

google anaylitics homepage

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Once you’ve created an account or clicked sign in, you’ll be greeted with the following screen.

login to GA

Click on the sign up button.

Next you’ll have to choose what you want to track: “Web site” or “App.”  Choose “Web Site” and fill out the form. *Make sure you choose the correct time zone or your timing will be off. This could affect your reporting later.

Since this is also a new account make sure you set up the account name. This can be the name of the web site, the name of your company or anything else you would like to use. Don’t use your name though this might cause confusion, unless of course this is the name of your company too.

Lastly choose your Data Sharing Settings. We recommend keeping these checked. This way you can link/share data with other services from Google such as Adwords as well as receive benchmark data from other websites in your industry.

Then click “Get Tracking ID” and agree to the terms and conditions.

  GA set up form

Next you’ll be put into the “Tracking Info” section of the Admin Panel. This is where you set up what type of website tracking you would like to use.

  • Subdomains
  • Multiple top-level domains
  • Display Advertiser Support
  • Custom campaign tags (we’ll discuss custom campaigns in a later post)

You can see the full descriptions in the image below.  I you are only using one top level domain (i.e blackbirdesolutions.com) you can leave this section the way it is and go on to the next step. If not chose the appropriate options. Our site uses Subdomains so I clicked on the “Subdomains of blackbirdesolutions” toggle and switched it to “On.” As you do this you’ll notice the code changes in the box under your selection. It adds the line of code:  _gaq.push([‘_setDomainName’, ‘blackbirdesolutions.com’]);

GA website tracking setup page

Once you have your code. Copy and paste it into your site. You can do this manually by adding it to the <head> section of every page right before the closing head tag: </head>

Example:

<head>
<meta http-equiv=”Content-Type” content=”text/html; charset=utf-8″ />
<title>Untitled Document</title>
<script type=”text/javascript”>

var _gaq = _gaq || [];
_gaq.push([‘_setAccount’, ‘UA-xxxxxxxx-1’]);
_gaq.push([‘_setDomainName’, ‘blackbirdesolutions.com’]);
_gaq.push([‘_trackPageview’]);

(function() {
var ga = document.createElement(‘script’); ga.type = ‘text/javascript’; ga.async = true;
ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-
analytics.com/ga.js’;
var s = document.getElementsByTagName(‘script’)[0]; s.parentNode.insertBefore(ga, s);
})();

</script>

</head>

In our last post I recommended using a content management system or CMS. Most of them will have a plugin or section in their setup to add Google Analytics code. Our recommendation, WordPress, uses plugins. We use a plugin called Google Analyticator, which allows you to authenticate with your Google login. So there’s no copying and pasting needed.

Once you’ve copy and pasted or linked your account to your CMS, you’re all set!

You can now track what visitors are doing on your site. Later we’ll help you with reporting and understanding the data in Google Analytics.

google analytics report overview

 

Happy tracking!

Ready, Assess, Fire, Aim – Laying the Groundwork for Online Marketing

This is the second post in our series “Killer Online Marketing for 2013

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Many of you have probably heard the popular mantra, “Ready, Fire, Aim.” This is often adopted to keep people or organizations from getting bogged down in the analysis face of making decisions and to promote action. So it can be interpreted as; Take Action, Learn from these actions and then make corrections.

Great! We all need to take action. However, we have a slightly different mantra when it comes to online marketing campaigns.

Ready, Assess, Fire, Aim

Nobody (especially your client or boss) wants to waste money. So the first part of our series is about seeing if you’re ready, by assessing your current situation and ready, assess, fire, aim laying the groundwork for online success. We see too many people that just start firing away without any idea about where they currently are or a plan for what they want to accomplish. Usually they get frustrated quickly and give up with the complaint, “online marketing just doesn’t work for me.”
We don’t want that to happen to you!

Let’s get started.

Current Online Presence

The center of your online universe is your website. Don’t let anyone convince you that you no longer need a website. Facebook, Google+ or whatever other platform may be hot at the time you read this, is not a replacement for your website. Besides a host of other problems, what’s hot now may not be in the future. Remember that thing called MySpace?

Now, we need to figure out if you have the basics to get started. The following is a checklist to help you judge this:

  • Do you have a website?
  • Do you or your organization have full control this site?
  • Do you have access or do you have someone (this could be you, a team, department, consultant or consulting firm, etc.) that can quickly update your website?
  • Do you currently track what happens on your site? (i.e. Google Analytics, Omniture, etc.)

If you answered yes to all of the above, Awesome! You’re ready for the next step. If not don’t fret. We have some recommendations.

Do you have a website?

There are many ways to tackle this one. Of course it wouldn’t be fair if I didn’t tell you we can help you with this. We’d be happy to build a custom site for you. If you would like to find out more info about this, website constructionjump over to our Web Development page.

Don’t have the money yet or you’re a do it yourselfer? There are options for this too.

For do it yourselfers that aren’t so technically minded, we love Squarespace. They offer many templates that you can customize without have to know any kind of coding, although they do also offer packages for developers as well. They’ll even help you register a domain. But I’ll let them tell you more about it. Watch the Squarespace Demo.

For do it yourselfers with more technical ability we recommend WordPress. This is a popular blogging platform that has grown into a full website content management system.  It is open source software that is free to download. You can host it yourself or you can sign up for an account at WordPress.com.  For just a blog using their domain (yourname.wordpress.com) it is free, but for a site and domain etc., there is a fee.

Do you or does your organization have full control of your site?

This eliminates Facebook and similar platforms as an option because they can make drastic changes to your presence without warning. Think back to all the changes Facebook has made in the last couple of years. Do you remember what company pages used to look like with tabs along the top? I can’t stress enough your website is the center of your online universe and you need to be in control of it. Below is an example flowchart for how things should be structured online.

oline marketing flowchart

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Do you have access or do you have someone (this could be you, a team, department, consultant or consulting firm, etc.) that can quickly update your website?

This is also very important. To successfully capture leads and prospect you need to have the ability to create/remove landing pages, lead capture forms as well as other pages. (We’ll talk more about this when we get lead generation.) This also includes some form of blogging.

We hear many complaints from people where they had a developer create a site for them, but then it becomes a huge hassle and is costly to make edits or add and remove pages. The best way to alleviate this is to make sure when you build a new site, or if you already have a site, set it up on a content management system or CMS.

A content management system (CMS) is a computer program that allows publishing, editing and modifying content as well as maintenance from a central interface. Definition from Wikepedia

I already mentioned a couple of options: Squarespace and WordPress. Our first choice for web development is WordPress, but there are a few others that are worth mentioning.

  • Joomla Open source and free to download.
  • Drupal Open source and free to download.
  • Expression Engine Core version is free. There is also a pay version that offers more functionality.

Any one of these would be a good and would give you the ability to add and remove pages as well as blog.

Do you currently track what happens on your site? (i.e. Google Analytics, Omniture, etc.)

Website analytics are a key component of any campaign. Without some sort of measurement you have no idea if your campaigns are successful. Plus, how can you improve if you don’t know how you’re doing?

With website analytics you can track simple metrics such as; Visitors, Bounce Rate, Referring Sites, etc. Where it really gets exciting though is when you start looking at more complex reports like Page Efficiency Analysis, Visitor Acquisition Efficiency and Conversion Rates vs. Medium. (We’ll help you create reports like this in the “AIM” portion of our series)

Here are two of the leading website analytics tools that we recommend:

Adobe’s Omniture

This is a pay tool that is very powerful and used by many large well known organizations. It is a very complex tool that can track just about anything you want. The downside is, it can be pricey for many smaller organizations and the complexity can be a bit overwhelming.

Google Analytics

Google offers a free version as well as a pay version. The pay version, like Omniture, is costly and mainly for large organizations. However, the free version is a great tool. This is what we use for our site, and what we recommend to most of our clients. It is very intuitive and easy to configure, as well as very powerful.

Google analytics example

With this simple list you can make sure your foundation is ready.  If you didn’t answer yes to all the questions, then the next step in your action plan is to make sure you turn your “noes” into “yeses.”

Have questions or comments? Let us know in the comments.

In our next posts we’ll talk about how to put some of these tools to work as well as onsite SEO.

Killer Online Marketing for 2013

So your New Year’s Resolution was to have a killer online marketing plan for 2013… Now what?

Great online marketing doesn’t happen by accident. You need to have a plan. There also isn’t a one size fits all solution that can be copied.

Over the next few months we will help you achieve your goal with a series of blog posts, whitepapers and other materials. We’ll look deep into topics such as onsite SEO, website analytics, blogging and social media.

So, whether you’re a single entrepreneur or the marketing director for a corporation we’ll help you lay the groundwork for your strategy, including choosing the platforms that are best for you brand and help you find where your audience hangs out.

After that we’ll assist you with developing your plan and share tips and tricks for great sustainable execution. Plus, once you’re implementing your plan like a pro we’ll give you the tools to track your success.

Then to wrap everything up, you’ll also learn how to report your results. This way you can share your success with the rest of your team.

So, stay tuned and we can make 2013 a stellar year for online marketing.

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