Published by Chris Hlubb , February 20th, 2017
For many of our clients, their web server doubles as their mail server. Regardless of if you are using a shared, private or dedicated server, most hosting companies do not place limitations on the amount of email any one account can have. While this sounds very inviting - especially if you tend to do a lot of work with email and need to keep your historic emails - the harsh reality is that, like any other file saved to your computer, server space is always finite.
POP vs. IMAP
When it comes to email setup for your programs such as Outlook, Mac Mail, etc., there are two types of setups: a POP account and an IMAP account. The major difference between the two setups is: a POP account is usually set up to download email off of the server to your computer and remove it from the mail server completely. That way, you have the email downloaded to your machine and it doesn't clog up your server. An IMAP account is like a mirror - it's a "reflection" of what emails you currently have on your mail server. One type isn't necessarily better than the other; it depends on how you want to manage your email.
Are you only using a computer at the office to access this account? A POP account may be the best solution for you. Or are you always on the go, checking your email on your office computer, your IPad, and your phone? You may need an IMAP account.
Mobile devices are just one reason why IMAP accounts have become a big deal over the last several years. IMAP is very helpful as you can view email on one device and then pick it back up on another. Plus, you only have to delete the email one time from any of these devices and it's gone everywhere. However, this is where many people get lulled into a false sense of security that they can continue to pile up email and not think anything more about it. You have to be diligent about managing the amount of email you have in your account if you choose to go with IMAP.
On more than one occasion, we have had to look into server issues for our clients that had to do with space problems. Your server needs "breathing room" to function at optimum performance. Between all of the functions that are going on behind the scenes, to the people who are accessing your website, to the space that is taken up by your web/email/etc. files, your server needs resources to carry out all of these actions.
The less space available on your server, the less space it has to carry out the necessary functions of keeping everything working in harmony. One time a client's website and email went down because they were basically at full server capacity. The main culprit? Of a 10 GB server, one email account had roughly 7.5 GB worth of email stored. Three quarters of their server was taken up by a single account - and it could have easily been prevented.
Stories likes these aren't every day occurrences, but they do happen. The whole point of this blog is to help keep your server from becoming one of these instances. I'm not trying to dissuade anyone from using an IMAP account. You just have to be smart about managing it.
If you do choose to use an IMAP account, either make sure you are regularly cleaning out email (and remember, junk email and trash email adds up to server space as well, so make sure you completely purge them out of your account), or download and backup your email every so often to a cloud based solution, computer, etc. You may also want to consider using an alternative for your email accounts by setting them up with a third-party vendor that works specifically with email, such as a company like Rackspace. You can also always go the route of adding more server space, if necessary.
If you choose to use a POP account, there are settings that will assist you in email server clean-up. While there are many different mail clients out there, one of the most commonly used is Outlook, and for purposes of this blog, I will be using it to explain how to avoid some of the pitfalls I outlined above with IMAP accounts. If you are using a different email client, it's very easy to Google your mail client and look up how and where to change your settings.
To begin with, when editing or setting up your email account, you want to click “File” in the top navigation. This will bring you to the Info section by default, with "Account Information" appearing in the right hand side of your page, as seen in the image below. Select your account from the drop down menu and click on the Account Settings button.
From here, you should now see the Account Settings popup, as the example below shows. Find your account in the list and double click on it.
This will bring up another popup box, which will have your setup information for your email account. This is where you have either your IMAP or POP settings. Since this is a POP account, click the button in the lower right that says "More Settings," as seen in the image below.
This will bring up the final poup box, Internet Email Settings. As seen in the image below, when this popup appears, you want to click on the tab that is labeled "Advanced." At the end of this box, there is a section labeled "Delivery." To make sure you are removing emails from the server with your POP account, you have two choices. First, you can uncheck the box next to "Leave a copy of messages on the server." This will automatically remove emails immediately when you download them to your computer or mobile device.
The alternative is to leave this box checked and make sure the box that says "Remove from server after 30 days" is also checked. You can change this number to any number of days, but 30 is usually the default. By setting your email up this way, you can still see your messages on the server with your other devices, but only for the amount of days that you select. Also, make sure the second item is checked as well, so that you delete any messages from the server that are purged from your trash folder.
Keeping these tips in mind will help your server run a bit smoother. And one more tip - as I've mentioned in past posts about changing your password, it's always a good idea to change your email password every so often to help thwart things like someone spamming your email. Happy emailing!
Published by Jane Cirigliano , January 31st, 2017
Growing your website's organic traffic is one of the best ways to increase your leads and sales over time. However, Googling your business and your target keywords, even if you only want to know if your website is ranking, can hurt your overall search engine rankings.
Read on to learn what happens if you do not Google responsibly (and what you can do to avoid inadvertently penalizing your website).
- Local Search Skews Your Results. Often, especially on mobile devices, businesses that are physically close to you will pop up higher in your search results. Googling your business from a mobile device can skew your understanding of where you truly rank in comparison to your competitors. Make sure that your business and all locations are listed with Google so your profile is present on local search results.
- Your Page Rank Suffers. If you Google your business and either don't click on anything, or even worse, click on your competitors' links, you are signaling to Google that your own page is not relevant. If your page has a low quality score, it moves lower in the rankings.
- Ad Scores Decrease, and You Pay More for AdWords. If your page rank decreases, any advertising you do with Google is affected. Bid rates on Google AdWords are dependent on several factors, including how relevant Google deems the landing page you direct your ad traffic to. The less relevant Google thinks your website is, the more you pay for your ads.
- Google Learns Context. As search engine algorithms grow smarter, they work to give searchers the most valuable answers to their search queries. Similar to Page Rank, if you Google a keyword that is important to your business, but you don't click on your company's page in the search results, you are communicating to Google that your website is not a good match for that keyword: that showing your page at the top of the search results is not valuable to searchers.
- Your Search Terms Don't Align with Your Customer's Language. When you focus on general product or service terms (i.e. hood instead of biological safety hood), or internal company jargon (i.e. BSC instead of biosafety cabinet), you run the risk of targeting keywords and phrases that your customers don't understand and therefore do not search. This is when you should consult Google. Use Google's tools to find out what actual visitors to your website searched and adjust the way you speak to your customers accordingly.
So how can you get an unbiased view of search engine results? Use this safe tool to find out where you rank without damaging your search reputation.
Google's safe search link allows you to test searches from desktop and mobile views, showing how the search results change for different devices. If you choose to click on a competitor's website to see what information Google values, it does not affect your page rank or your ad scores.
Published by Jane Cirigliano , December 30th, 2016
As we enter 2017, I find myself reflecting on the changes I have seen in the digital marketing sphere over the past 15 years. When I started at OffWhite, digital marketing was dominated by websites and what we would now consider very rudimentary SEO. That was pretty much it.
With the advent of social media, analytics, marketing automation and too many other digital spokes to list, we now have so many options that we often lose track of the ultimate goal of all digital marketing: connecting with a customer at the right moment to create a lasting relationship that translates into sales—and in a perfect world—brand advocacy.
Despite all of the changes in digital marketing, in the life sciences B2B world, your website is still the center of it all. Every email marketing campaign, social post, content marketing tool, lead generation effort and advertising activity draws customers and prospects to your website, where you can capture their information and provide personalized content that delivers value and creates customer loyalty.
So how do you know if your website is doing a good job? Here are 10 key performance indicators of a strong website presence. Read on and see how your website stacks up.
- Easy to Find. Before your customers can engage with your brand, they must be able to find you. SEO is ever evolving, and we expect 2017 to see even more changes, especially in mobile. It's not all about SEO though. Paid traffic can also generate new business, if monitored correctly so you don't overspend. In addition, third-party traffic sources such as social media, directories, forums and even paid product listings provide quality traffic and leads. The trick is to monitor incoming traffic and leverage the sources that generate the most (and best) leads.
Inform Customers. Once your customers (and prospects) have found you, your website needs to deliver the right information at the right time, speaking to where your customer is within the buyer journey. If a customer is searching for application-specific information that fulfills a specific need, your website's content must be categorized in ways that are simple for customers to locate, even if there are multiple pathways to reach the end goal. Which leads us to...
Lead Customers on a Journey. Not only should your website inform customers, but it should also take them on a brand journey that tells a story. Whether you incorporate customer success stories or simply tell your own corporate story in an engaging way, customers should always be able to see the next step, or call to action. Based on their location in the sales cycle, your website should lead customers to download resources, request quotes, place orders or connect with your company in other meaningful ways. All of these calls to action, by the way, provide your sales team with leads, which we will review further in #6.
Personalize Experiences. Once you have acquired customers, it is your website's job to recognize them when they return. Customers, and even prospects, who have shown an interest in particular products and topics in the past should be targeted for personalized content that should be of interest based on previous visits. Cross selling similar products and services can also be achieved when personalized content pathways are created and used to their fullest potential on your website.
Engage Customers. In addition to providing on-site personalized engagement, your website should easily tie into other engagement platforms, such as social media and email marketing. By connecting with customers across multiple platforms, with consistent messaging that ties into your overall brand story, you solidify your position and grow relationships. A simple way to re-engage customers who have already visited your website is with remarketing campaigns.
Generate Leads and Sales. Engaged customers not only result in repeat sales, but they become brand advocates that in turn help you generate more leads. Your website needs to be prepared to nurture leads with multiple sales pathways depending on the customer's areas of interest and place in the buyer journey. Existing customers need nurturing too. Value-added content marketing tools such as ebooks, white papers and other resources help you attain leads and stay in front of existing customers with helpful information.
Be Agile. The speed of business does not allow you to wait for a programmer to add new products, resources and other valuable information to your website. Often, blogs and responses to industry news are entry points for new customers. Your website needs to be built on a platform that lets you respond to the market in a timely manner. Anything less puts you behind the competition.
Support Your Team. While your external website is designed to inform, engage and incite action from your customers, your website should have a separate, often hidden or password-protected, area for your internal team. File sharing, sales training, calendars and other internal resources such as webinar recordings, product presentations and sample proposals are easily accessible via Digital Asset Management, all connected to your website.
Tie All of Your Marketing Together. If everything you do—from paid ads and media placements to social media and email marketing—drives customers back to your website, your website must set the tone for your overall brand. Many website platforms can be integrated with CRM, email marketing, accounting systems and more to provide information on multiple data points, all in one cohesive system.
Track Success. Having all of these tools in one place is great, but it means little if you cannot track the results. Your website should either contain server-side tracking tools; integrate with Google Analytics, HubSpot or other third-party software; or offer a combination of both. With a robust tracking system, you can determine the ROI on each of your marketing efforts, making budget planning and campaign management much simpler. Having the ability to track leads generated and customers gained across multiple channels removes guesswork and allows you to focus on conversion rate optimization.
Published by Bill White , November 24th, 2016
This time of year, everyone at OffWhite likes to consider and appreciate the things that make us thankful in our profession. The ability to work with such an amazing array of clients and provide unique solutions to their content, creative and marketing needs brings us great joy. We are so thankful to have been in business for more than 30 years now and look forward to many more years to come.
Thank you to all of our clients, partners and friends for choosing OffWhite. May your Thanksgiving weekends be full of food, family and all that makes you thankful.
Published by Abby Spung , October 13th, 2016
Investing in an outside agency to grow your business through integrated marketing often means a rather large investment. Yet more than money and a few weeks or months of work go into this investment. Like a marriage, the continued success depends on more than the wedding—more than a one-time expense.
Making a commitment to redesign your brand, website or launch a new company is exciting. You get to shop around to find the best people to support your vision and make your special day (the launch day, of course) the most memorable and rewarding.
While the launch day does represent the culmination of your hard work, it also represents the first day of your new bright and promising future. As long as you have a continuing plan.
For OffWhite, and many similar agencies, the goal in working with a client is to eventually step out of the picture and let them take over management of their brand. While planning for eventualities like retirement are a given in a partnership like marriage, this level of forward thinking is not always the norm when businesses partner with a marketing agency.
Many companies don’t want to invest in a corporate standards manual, brand book or curriculum development because they fail to see the value. However, if they experience any turnover, something that is almost always a certainty, they have nothing that explains to new hires how to do the work.
What You Can Do
With the intention of saving money or minimizing expense, many companies hire a marketing coordinator who has exposure to many facets of what we do, like graphic design, video production and marketing. This usually creates minimal overhead for the company as just one person oversees a variety of marketing areas. Yet these cost savings are not without issue.
It is often difficult to find someone who can do this and do it well. Because of the variety of mediums we manage it is hard to find someone who can handle all of that well, particularly at an entry level position. If a company does hire the right person, it is much easier to work with them and have everything set up properly to ensure the continued management of the brand. Yet because of the nature of this position, there’s typically a fair amount of turnover. How do companies then prevent the coordinator’s departure from degrading the business’ identity; does it leave with them?
If you develop a plan for the endgame and do so as early in your agency partnership as possible, you can prepare for turnover as well as what happens when you do finally part ways with an agency, which is really the nature of such relationships today. To know where you are going, you need to know where you have been. Investing in the a corporate standards manual or brand book also helps you track where you have been for the continued growth of your company. The exit strategy and your continued planning for success are just as, if not more, important than the initial project work completed by an agency – otherwise your investment gets lost.
What We Can Do
The model of just staying with an agency is not always feasible, particularly for smaller companies. When we work with clients we try to find a middle ground to develop templates that are sophisticated enough to represent the image they want to present but distilled to a level that someone of limited or varied expertise can do what they need to do in the files once we are out of the picture.
To do that successfully, however, we need to write a corporate standards manual or brand book that explains, without information overload, the step-by-step instructions of the process. This manual is the solution to the inevitable parting of ways between agency and business as well as any staff changes a company might see.
Take the time to understand your investment and what its continuing value can be. As an agency, it becomes frustrating for us when we see shortsightedness and know we can’t do anything about it. Having an end plan is just as much an investment for us as it is for the client. It protects their investment and it protects our time because we can show through our portfolio that this is something we are still proud to have contributed to. If you do anything for your next marketing overhaul, come up with a road map. Just like you plan in life with a career, savings and retirement, you must consider the endgame.
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Offenberger & White, Inc. (OffWhite) is an integrated marketing solutions company based in Marietta, Ohio, USA.
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