We recently launched a new service called AMP specifically for small to mid-size organizations that have yet to fully utilize the latest Internet marketing programs. This multi-channel program includes:

• Search Engine Optimization (SEO)
• Social Media Integration
• Google Places Optimization
• Free Google Adwords
• Google Analytics

Inbound marketing continues to provide a higher ROI than outbound marketing, however purchasing these new services from credible vendors can be complicated and elusive. As Harry Bartlett (principal at BI) explained, “Small businesses are often confronted with offerings that can be difficult to understand as well as run the risk of damaging a company’s online reputation. AMP was created to provide a transparent, easy way to buy multi-channel Internet marketing services.”  AMP is based on fixed pricing and comes in 3 sizes from $850 to $2,950. Monthly programs as well as customized programs are also available. Each service lists exactly what is included and what the services do. SEO ‘black hat’ techniques are not used, so clients are assured their online reputation is not damaged. Check out AMP and other BI Internet Marketing services.  

We are excited to welcome our new designer Lauren Wallimann. She's actually been working here since the fall but never to late to welcome a new employee!

Lauren specializes in branding, web design and print design for B to B, B to C and non-profit clients. She is skilled in creating clean and compelling user interfaces for websites and well crafted logo illustrations. Lauren has extensive experience with the Adobe Creative Suite (Photoshop, Illustrator, InDesign, Flash and Dreamweaver), content management systems (Drupal and Wordpress) and other online tools such as Campaign Monitor and Google Analytics.

Lauren won a scholarship and graduated Magna Cum Laude from Marist College, majoring in Digital Media as well as minoring in French and Global Studies. 

BI principal, Harry Bartlett is looking forward to working with Lauren. “Lauren strengthens our web design and branding capabilities. She has an intuitive knack for web design, creating exceptional user experiences that fit in well with our focus on delivering high end sites.” 

Learn more about Lauren and the Bartlett Interactive team.

Qualified leads are arguably the most important KPI (Key Performance Indicator) for B2B companies. A recent DemandBase study confirms corporate websites provide more leads than other online sources. According to the report respondents claimed that leads came most from:

• Corporate websites - 64%
• Email marketing - 14%
• Pay-per-click - 7%
• Social media - 3%

Conversion isn’t about slight of hand tactics, tricking people into filling out forms. It’s about getting to the point - communicating clearly why people need your product or service as well as creating compelling content that people find valuable. Here are a few ways to generate leads for B2B sites:

• Include a strong call to action on every page i.e. a form, the shorter the better
• Include sharing widgets to increase reach and viral marketing effectiveness (see a viral marketing example we did for Better Homes and Gardens)
• Create content that is compelling enough to increase conversions

OK that last one touches on the hard part again. What types of content are compelling enough to convert people?

• Calculators: People love the instant gratification and relevant information from calculators. Many B2B companies have products/services that lend themselves to calculations.
• Demos: Ask visitors to provide an input that you can then show results. This works well with technical, medical and science based companies where things are measured. For example, see an interactive periodic table of elements we created for a testing company.
• Content: explain in non-marketing language what exactly your product or service does and why it is better than competitors and then provide a simple form for people to get in touch with you (preferably asking them to provide the specific problem they are trying to solve)
• Interact: Allow visitors to interact with your site in a meaningful way. This is similar to the calculator/interactive demo idea. See an example on our site called a website Evaluator.

In summary, compelling content and interactivity are the basis for conversion. In this age of social media and SEO, don’t forget the importance of conversion and all the valuable leads it provides.

Today, where life seemingly revolves around the web and social media, it appears as though content is the key to success.  After all, what would a blog be without posts, a twitter without tweets, and a Facebook without silly status updates? Content provides the user with something to connect and interact with; it starts a discussion, sells a product, answers a question. However, with all the emphasis on creating valuable content, where does web design fit into the mix? If you think about it, you'll find that content needs design more than you might think. 

Design is not meant to overtake content, rather it is meant to compliment it; it sets the mood and gives direction to the user. Within a subconscious instant (one twentieth of a second!), a user makes a judgement based on the aesthetics (color, layout, presentation, etc) of a site. This judgement determines how the user feels upon first viewing the site - simply put- either good, or bad. Getting that good feeling is important, as it will encourage the user to explore further, getting a better taste of that all important content. A good design will guide the user; bring him through a hierarchy of most important content to least, tell him to "READ THIS" or "BUY THIS"(e-commerce), and hopefully, he does. Nevertheless, don't underestimate the value of a great first impression! (And say no to comic sans!) 

Here are a few sites worth a quick look (especially if you like yachts... and wine) - 

  
  
 
   
What do YOU think? 

We were proud to sponsor the Metro West Legal Services (MWLS) ‘35 Stars’ event earlier this week at the Wellesley College Club. We created the MWLS website about a year ago. MWLS provides free legal services to low income people who otherwise would be denied justice. The keynote speaker, Prof. Kathleen Engel, gave a powerful speech about everything from predatory lending to the larger U.S. financial quagmire. Her keynote was followed by several awards to those who have aided low income people including the homeless, elderly, disabled, immigrant and otherwise disenfranchised. The evening was capped off by proclamations by the Massachusett’s Senate and Congressional representatives recognizing the critical service MWLS has provided over the past 25 years.
 
Sally and I both left the event feeling inspired by the good work that one of our clients has done and happy to have sponsored such a well deserving organization. 

Concord Conserves, a non profit started by Bartlett Interactive, launched a website application that allows individuals to calculate their footprint, make reductions and compare themselves to others, both locally and globally. The website application was created as part of a 2011 Conservation Challenge for residents of Concord and Carlisle, MA.

Web Application Dashboard

The web app includes a ‘dashboard’ showing an individuals total carbon footprint, comparison to others around the world and how many earths needed if everyone lived like that person as well as the amount of reductions that person has made. There is also a ‘groups’ section which shows how individuals compare to other people in their town and how many reductions each person has made.

“People in Concord are very conservation oriented but many don’t realize how large their footprints are” says Concord Conserves and Bartlett Interactive founder Harry Bartlett. “The web app shows how people compare to others both in terms of consumption and reduction. This type of peer-to-peer information has proven to be a powerful driver for people to change their behavior.” 

Bartlett Interactive developed the web application as well as a promotional strategy that included creating a 40’ sign and sidewalk messages that ask the question “What’s Your Footprint?”. The signage was created by local high school students Wyatt Burns and David Yanofsky and created using re-claimed plywood and paint.

40’ “What’s Your Footprint” sign at Emerson Field in Concord MA

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The Challenge kick off event was held at the Harvey Wheeler Community Center in West Concord Sept. 27, 2011 and showcased companies and organizations that help reduce people’s footprint. The event included 14 exhibitors and music and art work by CCHS high school students. See a video and photos of the event on Facebook.

Harry Bartlett (Bartlett Interactive), Morwen Two Feathers (Concord Conserves) and Wyatt Burns (artist)

A poster campaign with large photos depicting the different aspects of sustainability such as oil production, local food, conservation land and drought were also put up around town.
To date about 140 people have made 300 reductions, reducing 106 tons or carbon. Many of the participants are high school students who used the web app as part of their Earth Science class.

See more at www.ConcordConserves.org/Challenge and the Facebook page.

Web design tools, content management systems and Internet marketing processes (SEO, email) continue to evolve, providing more extensive capabilities, easier to use software and reduced cost. BITS (Bartlett Interactive Tool Suite) is a collection of the best tools providing clients higher value websites and Internet marketing programs at a lower cost.

BITS is based on Bartlett’s 14 years of experience delivering web solutions for over 150 clients in a variety of industries.

The tool suite focuses on the 3 key areas of a healthy online presence:

1. Design: tools that enhance the branding and design of websites as well as user interactions such as innovative ways of displaying and interacting with content
2. Marketing:tools and best practices for easily managing online conversion, email programs, Search Engine Optimization and Social Media that generate leads and brand awareness
3. Technology: a feature rich and well tested open source content management system (CMS) for easy website editing, publishing and deployment of advanced capabilities such as e-commerce

See more details about BITS and web design, web development and Internet marketing at Bartlett Interactive

EXAMPLES

The following projects were recently completed using BITS system. 

Better Homes and Gardens
www.bhglivebetter.com

Better Homes and Gardens needed a web presence and Internet marketing platform for introducing their Kitchen Collection line sold through Walmart. The site included many features such as a blog, recipe swap, extensive product photography, blogger contest, video and social media integration. Post launch services include SEO, email marketing and social media integration. 

The site has over 400 pages and uses Drupal core functionality plus about 30 add-on modules for managing content, blog, social media and community functionality. BITS allowed for easy development of the site and online community as well as post launch Internet marketing activities, saving time, increasing effectiveness and providing a healthy ROI.

EBSCO Publishing (EP)
www.bizsum.com

EP needed a web application that could be easily replicated and customized for multiple product offerings. Some of these offerings include subscription based e-commerce for the general public, private corporate communities, free trials, forums, user authentication, on-site search, blogs, RSS and socal media feeds.Each product website utilizes extensive Drupal core functional and numerous off the shelf and customized modules.The benefits of the BITS system included: reduced time required to develop the web application, easy management of websites and the ability to launch complex product offerings easily in the future.

UTEC
www.utec-lowell.org

 
The site we built for the United Teen Equality Center (UTEC) included extensive website design and development, an online community and advocacy tools for a nationally renowned non-profit serving the youth community in Lowell, MA. Website features include an online store, social action petition micro-site, forums, job resources, videos, Flickr fed photo galleries, online donations, audio gallery, SalesForce.com integration, on-site search and private user area.

The BITS system saved development time allowing for more time to be spent on design, messaging, social action (online petitions and advocacy), user interactions and site features such as the photo, video and audio galleries.

GET STARTED
Getting started is easy, just contact us at (978) 369-2472 or online (links to form). We’ll analyze your needs and recommend the easiest, most cost-effective way to obtain value from your website and online marketing programs.

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Here are some of my favorite Internet marketing statistics.

Cost Per Lead

Outbound vs. Inbound marketing cost per lead

• Outbound (trade shows, direct mail, print ads, TV/radio ads): $255 cost per lead

• Inbound (Search Engine Optimization, blogging, social media, RSS, public relations): $45 per lead

Source: HubSpot

Who Finds Who

80% of tech buyers say they found the vendor/product/service. 20% say the vendor found them. The most popular online venues are:

• Google 83%
• Vendor website: 26%
• Online Publication: 21%
• Online Directories: 20%
• Online Communities: 19%
• Analyst website: 13%
• Yahoo search: 14%

Source: MarketingSherpa/KnowledgeStorm Connecting Through Content 2007

Highest ROI
E-mail provides the highest return on investment of all of the following marketing programs:

• House e-mail marketing: 25%
• Search Engine Optimization: 18%
• Paid Search: 16%
• Public Relations: 12%
• Direct Mail: 12%
• Print Advertising: 4%
• Online Ads (banners etc.): 3%

Source: MarketingSherpa Search Benchmark Guide 2008

Lowest Cost Per Meeting

• Paid Search: $250
• E-mail: $700
• White Paper: $900
• Trade shows: $2,500

Source: Marketing Sherpa B to B Demand Generation Summit '07

E-Mail Statistics

• E-mail has the highest ROI of marketing vehicles producing $57 for every dollar spent. (OgliveyOne Worlwide, Jeanniey Mullen)
• 64% of key decision makers view e-mail on Blackberries and other mobile devices. (MarketingSherpa)
• 59% of e-mails are viewed with images turned off. (MarketingSherpa)

CRM ROI
Through 2010 enterprises that deploy CRM strategies (such as SalesForce.com and Eloqua) will return at least 25 percent better financial metrics than those that don't (0.8 probability).

Source: Gartner, Inc. Ten Secrets for Creating a Customer-Centric Enterprise, by Scott Nelson, December 2005

PR ROI

According to a Proctor & Gamble survey:

• PR delivers significant ROI overall, much greater than advertising, and provides a halo effect over other marketing tactics
• PR showed an overall 275% ROI
• PR delivers high ROI with relatively low spend in comparison to other marketing vehicles.
• SEO is a part of any PR program

Source: Proctor & Gamble, as reported by Web Marketing Today

Learn more about Internet marketing services at Bartlett Interactive.

Here at Bartlett we recently launched an online dashboard for GreenRay Solar, that helps consumers see the amount of energy their system generates in real time, as well as the environmental benefits.     A stream of live data is visualized through an animated and interactive display of statistics, charts, graphs, and icons. The dashboard helps the homeowner to measure solar power by the day, week, month, and lifetime of the panels. Taking into account the amount of sunlight available, it shows the amount of energy produced including an animation of the days and week’s solar activity and environmental benefits e.g. how many cars taken off the road.

  According to Suparna Kadam, Chief Strategy and Marketing Officer at GreenRay Solar, the dashboard becomes the "face of the product… The Dashboard is a key part of the sales strategy since it conveys the most important benefits quickly".

  As renewable energy becomes more viable and popular, being able to see actual data becomes a critical part of selling the product. According to Harry Bartlett, principal at Bartlett Interactive and founder of ConcordConserves.org, “There’s a great demand by consumers to see how much energy they are producing as well as any information that quantifies an environmental impact or benefit. The GreenRay dashboard is a rich source of data that consumers can easily understand and appreciate”.

  The dashboard is also useful as a diagnostic tool for GreenRay engineers and installers. Installers can access information for all of their installations and monitor the panels to make sure they are working properly. GreenRay's engineers also benefit from access to large amounts of actual data, which helps inform product development decisions as well as understanding how best to site solar panel arrays.

New addition to the Bartlett Interactive team expands company’s web development capabilities

 

Concord, MA February 14, 2011 – Bartlett Interactive, an interactive design agency, is excited to welcome newcomer Ben Davis to a versatile team of developers and creatives. Ben Davis, a native of New Hampshire, has recently joined the Bartlett Interactive Team as the in-house web developer and PHP guru.

A graduate of Lyndon College, with a BA in Digital Media and an AS in Computer Science, Ben has a focus on web development. He brings his knowledge of XHTML, CSS PHP, MySQL, jQuery and multiple CMS applications including Drupal and Wordpress to enhance BI’s current projects.

Founder Harry Bartlett is looking forward to working with Ben. “Ben’s addition to our team expands our web development capabilities. We will be able to provide a much more in depth experience for our clients while continuing to provide Drupal as a platform. Ben is a perfect fit for our focus on building websites that increase brand awareness, lead generation, and online advocacy for non-profits.”