Trends in Marketing | January 2016 | 1

TRENDS in

MARKETING

Issue 1 | January 2016

Technology Design Marketing Keeping Small and Medium Business Owners Informed on Trends in

Website Viruses.. Know the Risks

Does a Service Business Need a Website?

Marketing Your Business... Are You Wasting Your Resources?

2 | Trends in Marketing | January 2016

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Trends in Marketing | January 2016 | 3

PublishersCharles H. Castano | Web and Cloud Services, LLC

Jillian Stone | Stone Mountain Solutions, LLC

Editorial Jillian Stone

Advertising DirectorCharles H. Castano

Design Stone Mountain Solutions, LLC

Image ReferencesCover Image | © Drogatnev | Dreamstime.com - Businessman Stand On Top Of Mountain Photo

www.canva.com

www.creativecommons.org

Copyright 2016 by Trends in Marketing Magazine. All rights reserved. Materials may not be reproduced in part or in whole without written permission of the publilshers.

For a printed edition, please contact the editorial department at 484-464-3332.

4 | Trends in Marketing | January 2016

Publishers’ Message

The world we live in, has become so complex and we, as business owners, struggle continually trying to keep up with the technology tools that promise to maintain our

business operations running efficiently. The fact is that technology has grown explosively since the 1980’s and our minds simply can’t keep up with it. This is the reason we devel-oped this magazine; the purpose for which has four components.

First, to help business owners conserve their precious financial resources by not wasting money on technology tools that don't deliver what they promise.  Second, to help busi-ness owners understand the latest trends in technology, design and marketing with ter-

minlogy that is non-technical, enabling them to make informed decisions on what type of marketing will be best for their particular business and goals. Third, to provide small and medium business owners with affordable advertising and finally, to be a one stop source for tools that are trending in the areas of technology, design and marketing by providing reviews.

Charles and I have great plans for this magazine. It is our goal to develop Trends in Marketing into a trusted resource for small and medium-sized business owners. His expertise and guidance will be invaluable in devel-oping the best content in the area of technology and marketing. We hope you'll find this magazine living up to these goals and that it will be your go-to guide for choosing the best marketing strategies for your small to medium-sized business. -- Jillian Stone | Stone Mountain Solutions, LLC

Marketing has been revolutionized with the advent of the internet, search engines and social media. How companies reach their target market today is through a

multi-faceted campaign utilizing 21st Century tools.

Our objective is to analyze current trends, and evaluate the available tools that make it possible to reach your audiences.

In this process, we’ll also assess and highlight both good and bad technology to help our readers navigate safely in this new business environment. We’ll feature articles that will identify threats to your systems and web sites, as well as review software to keep you out of trouble.

I want to acknowledge the work and dedication my partner Jillian Stone has put forth to make this publication a reality. Without her ideas, vision and work, TiM would not have been possible.

We both look forward to your input and feedback. -- Charles H. Castano | Web and Cloud Services, LLC

Trends in Marketing | January 2016 | 5

MARKETINGBusiness trends shaping your future success.

Contents

Publisher’s Message 4

Trends in Technology 6

Trends in Design 8

Trends in Marketing 10

Coming Attractions 13

Marketing Tips 14

TRENDS in

6 | Trends in Marketing | January 2016

by Charles H. Castano | Web and Cloud Services, LLC

Website Viruses Know the Risks

Everyone knows viruses can infect a computer’s hard drive with a variety of nefarious intentions;

well, the same thing can happen to a web server that hosts your website! As a responsible web site owner, you should un-derstand web site viruses and how they can infect your site. Ignoring this real threat will cause your site to be vulnerable, and adverse-ly impact your business’ on-line reputation.

As a web surfer, you should know the signs of an infected site, and take proactive actions to protect your computer as well as securing your identity.

How are web sites infected?

The easiest way for a web site hacker to get to a web site is by first infecting the web site owner’s or administrator’s computer. A virus is designed to infect a computer, hide and track keystrokes. When the user logs into their web hosting account to make updates to their web site, the username and password are recorded and transmitted to the hacker, who now has access to the web site.

Another popular method used to infect web sites is via shared hosting plans. These are econom-ical, and many web owners utilize them. In this case, a single web server is used by hundreds of webmasters to host and manage their web sites. Once a hacker gains access to one of those log-on accounts, he/she places malware on one web

site and that malware spreads from site to site with-in the web server itself, thus infecting multiple sites.

How are web site viruses spread?

A hacker accessing a hosting account can install a variety of malicious scripts on a web server. This can be used to:

• Install malware on visitor’s computers

• Redirect a visitor’s browser to another site (this is called hijacking)

• Edit the content of the web site that’s hacked

• Track visitor’s locations

Can my infected web site affect my business?

A website infected by a virus will damage the on-line business’ reputation, resulting in a significant loss of visitors. Computer users with an anti-virus program may not be warned the web site they are visiting is infected. In most cases anti-malware protection is necessary to detect web site. Some search en-gines such as Google may warn visitors not to enter a site. Search engines, keep track of infected sites.

What can web site owners do to protect their web site and on-line reputation?

1. Work with a company committed to provide securi-ty and protection for your web site. You will pay a few more dollars for hosting which should include some or all of the following recommendations. Believe me, it will be worth saving your business’ on-line reputation.

2. Request a dedicated IP address for your site. Even in a shared environment, a dedicated IP will isolate

Trends in Technology

Trends in Marketing | January 2016 | 7

Ensure you are using up to date protection. If you only have Anti-Virus software, you are partially protected. You need Anti-Malware protection that will detect malware, Trojan viruses, adware and hijackers. The software should run “in the background” and should automatically update and scan your computer. For mal-ware, the updates should take place more than once a day. If you suspect your computer has been infected, run a full manual scan. It is often necessary to run mul-tiple scans in order to remove all malware.

Remember, malware no longer ONLY attacks PCs.

Apple OS and Android devices are also being target-ed by criminals. There is now malware protection for those operating systems, just as there is for a Windows PC.

Don’t ignore warnings. If your browser alerts you the site you are visiting is not safe, don’t ignore the warn-ing!!!Get out of there fast! Not all browsers provide warnings, but those that do are not doing so to get you to not visit the site, they are telling you the site is not safe.

Notify Webmasters. If you run into a site that is in-fected, It’s possible the owner of that site may not be aware that it is. You could send an email to them di-rectly or to webmaster@domain name, and let them know you think their site has been compromised. It’s just a nice thing to do. Safe Surfing!

your web site from others on the same server cluster.

3. Install malware protection on your web site. These products work like your anti-virus/anti-malware software on your computer, running in the background and monitoring your site for attempts to hack or infect files.

4. Install web site updates. Web site templates and plug-ins are constantly updated. As a Webmaster, you should be checking your web site for updates and installing them regularly. Many of these updates are created to protect your site and prevent attacks.

5. Install caching software for your web site. Caching software is used to speed up your web site load time, which is important for search engine ranking. At the same time, this software often will re-direct your site to the software caching server, thus changing the IP address of your site for further protection.

6. Install direct anti-hacking software. This software (available for WordPress web sites), monitors logon activity and warn the Webmaster when someone attempts to access the web portal. Many “robots” now find WordPress sites and use a series of algorithms in an attempt to uncover the logon password.

7. Install a Security Certificate. A Security Certificate can be used on specific pages of a web site, such as a contact page, or on entire web site for ecommerce sites. You know you are in a secure web site when the URL starts with HTTPS. The “S” implies it is secure. In addition, browsers will show a lock or some icon alerting the visitor the site is secure

8. Ensure your web site is backed up. If your web site is infected, it’s much easier and cost effective to delete it and restore a copy from an earlier backup, than having to rebuild the site from scratch.

9. Change passwords and make them complex. The more complex and confusing, the better. Remember, you are protecting yourself against sophisticated crim-inals!

What can web surfers do to protect themselves?

8 | Trends in Marketing | January 2016

How Important is a Website to a Service

Business?

by Jillian Stone | Stone Mountain Solutions, LLC

IF you have a service business without a physical location it’s crucial to make sure your website reflects exactly what you want your prospects

to know about your brand. You don’t have a store for your prospects to walk around in to experience the atmosphere or browse through merchandise. They aren’t able to ask you questions, try on clothes or taste samples. So how do you as a service business owner offer an experience to your prospects? I’m sure you’ve heard the saying “buyers do business with who they know, like and trust” but how do they get to know you? How will they get to like you? How will they learn to trust you? In other words, how do you let them know how awesome you and your services are?

It takes creative marketing strategies, consistency, understanding buyer personas, communication techniques, letting them see the person behind the service, great customer service and a continual adherence to your brand. One way for prospects to get to know how awesome you are is to take a lesson from retailers and treat your website as you would your store front or display windows. Think of the possibilities! What if you created an experience for your visitors on your website?

TRENDSIf you could dream and had nothing holding you back from creating an awesome experience for your web-site visitors what would it look like? What visitors ex-perience when they visit your website is one way they will get to know who you are?

Home Page Design

Let take the home page first. Putting the speed of your website aside for a moment (though that is important) what will your visitors see, feel, or experience when they load your home page? What will it say about you? Do an experiment…think of a few service businesses and visit their websites? Don’t choose a competitor because you will be biased. (That will be reserved for another challenge). Write down what you see, feel or experience when you go to their home page?

For example:

• What emotions do you feel when you look at the color scheme?

• Is it flashy?

• Is their website simple and elegant?

• Is it fun?

• Is it boring?

• Is their home page informative enough?

• Is it intriguing enough to make you want to scroll through and see more?

• What can you gather about the business owner from looking at their website?

Organization of Site

Next, take a look at how the website is organized.

• Can you easily find what you’re looking for?

• Is it user friendly or does it seem like clicking on links takes you around in circles?

• Do the pages follow a logical progression?

• If you were looking for something specific would it be easy to find it? For example, if a website offers B2B and B2C products, is that clearly delineated?

• Is the website cluttered?

• Does it make you feel like you are walking through a maze to find what you’re looking for?

IN Design

Trends in Marketing | January 2016 | 9

If a website isn’t offering a simple user experience, then chances are the visitors will give up and go to another site.

Calls to ActionVisitors need a little guidance to know how to reach you or how to take advantage of a special promotion. Clear, visible call to action forms or buttons will guide the visitors to your contact form. In a call to action, you need to make it clear to the visitors what they need to do next. It can be in the form of written instructions, a box or a button. Here is an example of each style:

Act right now! Go to our contact form and let us know you want to take advantage of

this great offer today!

For more examples, search on Google for “Call to Action Images”

There is a psychology in writing a Call to Action and it must be considered carefully from the visitor’s point of view. Remember, it’s not about you but about the visitor. You must try to envision the needs of the buyer to understand what will move them to buy.

Content

Content is a crucial part of creating a great website. First of all, good content is a great tool for search engine visibility. But beyond the benefits of SEO, good content will:

• Enable your prospects to get to know you• Educate them• Excite them• Help them• Ultimately be more like to purchase your services

What makes good content?

There is no end to the type of content you can pro-duce for your visitors to take advantage of. Here are some examples:

• e-Books• Slideshows• Videos• Downloads• White papers• Podcasts• Members only areas• Articles• Workbooks• Assessments• Special offers• Infographics• Lists of resources• Directories

Anything you can create than would educate your prospects about you or your services; anything that would give them joy; anything that would help them; anything that would entertain them; anything that would make them feel special are all examples of great content.

The importance of good content can’t be understated. It’s crucial to keeping visitors on your website and interesting them in getting more about you and you services. Don’t underestimate the power of visual, audible or written content.

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ACT TODAY!

10 | Trends in Marketing | January 2016

Are You Spending Your Financial Resources on the

Right Marketing Tools? Choosing the Marketing Tools that

are Right For Your Business

Image Source: canva.com

Trends in Marketing | January 2016 | 11

IN the history of marketing there are 4 distincteras that began the evolution of marketing

bringing it where it is today.

• The Production Era

• The Sales Era

• The Marketing Era

• The Customer Relationship Era

In the Production Era, the focus was on mass pro-duction. Companies believed that if they made it, people will want it; an “if you build it, they will come” philosophy. However, with the economic col-lapse of the 1920’s and 1930”s, production plants were left with a surplus of items and very small bank accounts. Now these companies had to find a way to push the sale of their over-produced stock and so the Sales Era was born.

The Sales Era was one of persuasion and develop-ing sales teams and promotions to entice customers into purchasing items they sometimes didn’t even want. Aggressive tactics were taken to push the products out the door which was more important than understanding the needs of the customer.

From there the Marketing Era saw marketers devel-op different methods of appealing to the custom-er by orienting themselves to what the customer wants/needs thereby eliminating manufacturing products that no one wants or can afford.

Marketing in 2016Now in 2016, we are doing business in the Custom-er Relationship Era in which businesses seek to es-tablish long-term relationships with customers and hopefully keep them happy enough to encourage loyalty.

That brings us up to date on marketing. In today's information age, there are so many tools and ideas available to us that it becomes very challenging to understand what is the right form of marketing for each business.

Marketing (or lack of it) in the Production Era was easy. You created your product, told everyone about it and waited for customers to buy it. Because of the growth of technology, competition is now mas-sive for most industries because most businesses have the opportunity to be on fairly level marketing ground. Of course, small businesses can’t compete with corporations in terms of marketing budgets or human resources; but in the SMB (Small to Medi-um-sized Business) world, we all have access to the same tools and resources.

But as with any advances or improvements, come challenges and as technology continues to grow, the challenge to keep up can wear on our last nerve.

MARKETINGTRENDS in

By Jillian Stone | Stone Mountain Solutions, LLC

12 | Trends in Marketing | January 2016

The ChallengeSo technology and the growth of the information age, has leveled the playing ground for SMB owners. But the challenge now is, which tool or strategy will work best for your business? And that is a huge challenge! How many times have you put money into the latest strategy or marketing tool and got no return for your investment?

In this chaotic age where technology grows faster than our brains are able to process it, we need a way to be able to sort out what is best for our businesses. What works well for one business may not work at all for an-other. It’s important to understand the resources avail-able to us and determine which one will work best for our particular business and industry. Jumping on every online marketing bandwagon that comes along only, takes up our time, our financial resources and our ener-gy. Slow down and take the time to understand where you are putting your resources. Our challenge for this year is to take these resources in groups and evaluate the pros and cons of each of them so we can report back to you, our readers on how they worked and did they do what they promised.

Moving ForwardThis is the first of many articles that will not only re-port the marketing trends but will share our experience with them. This is not to say that someone else won’t have a good experience with them, but we can only judge from our own experience…not hearsay. We know this is a huge challenge, but if we want to be a trusted resource for our readers and our clients, it’s worth the effort. This is the industry we chose to be in, so we consider it our research work. Next month, we will be discussing tools for social media and helping you answer the question “has social media really benefited my business?

ADMIT

ONE

ADMIT

ONE

Image Source: Canva.com

Trends in Marketing | January 2016 | 13

ADMIT

ONE

ADMIT

ONE We will be going DEEPER and will provide more examples and

simplifying the process of designing, optimizing and maintaining a

great website. I emphasize great because it must be great to get the

attention of your prospects… remember your competitor…if their

website is great, your website must be awesome! Our vision for the

next issue is to help you with that.

FEBRUARY Coming Attractions

Trends in TechnologyAll E-mail Systems are NOT Equal

Is Your Website Your Showcase? Marketing Your Service Business Like a Retailer

Trends in MarketingSocial Media...Is it Hype?

Examining Social Media and it's Value for Your Business

14 | Trends in Marketing | January 2016

Technology Technology changes at the speed of light (or so it seems). Turn to us to keep up with:

1. Information on new hardware/software that may help you in your business (unbiased succinct reviews)

2. Updates on current threats to your systems by way of viruses/malware, etc. (how to be pro-active)

3. Available tools to protect your systems, keep you safe and help you focus on your business and your cli-ents (to help you increase your bottom line)

Design• The trend in design for 2016 is minimalistic design - lots of white space and simplicity.

• Think seriously about your color scheme and carry it through all your marketing materials. Here is a great start for finding just the right color scheme for your awesome website: https://color.adobe.com/create/color-wheel/

• Sliders or carousels have become passé because few people actually read them so your messages are getting lost.

• Illustrations are flat this year, meaning depth and shadows are non-existent. Our cover page is a good example of this style.

MarketingDon’t run around in circles trying to figure out what marketing strategies you should use…strategize first with a marketing plan and think it through. You’ll save money and time by doing this step first.

Here’s what you need to know about your business:

• Mission Statement | What you do, how you do it, who you do it for, why you do it all in one sentence

• Target Market | Specific group of consumers or businesses you want to sell to

• Competitive Analysis | SWOT analysis

Your strengths (for example, your awesome skills, your human resources)

Your weaknesses (for example, your lack of financial resources, lack of skills in certin areas)

Opportunities (for example, seeing a need and filling it)

Threats (for example, economy, competition)

• Unique Selling Proposition | What makes you different than your competitors?

• Pricing Strategy | Levels of prices, bundles, total value packages

• Promotional Plan | What media will you use to as promotional strategies?

• Marketing Budget | How much you have to allocate toward marketing

• Metrics (Measure) | Statistical analysis on results of your marketing strategies

Trends n MarketingTIPS

Trends in Marketing | January 2016 | 15

To Discuss AdvertisingContact: Charles H. Castano

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