For many years marketers built websites, put them online and hoped that the content was relevant to potential customers. Then analytics tools evolved and we could begin to see what content was getting the most traffic, enabling us to make some intelligent assumptions and content improvements.
Today, sophisticated yet affordable marketing automation tools enable us to see who is visiting our websites and what specifically they are looking at—even if they don’t fill out a form. By understanding who visits your site and what they look at you can begin to gain insight into how to improve your website so that visitors see you as an authority in your field.
Even more importantly, knowing what a visitor is looking at also enables the sales staff to reach out and answer questions before your competitors are even aware there is an opportunity. Advanced automation tools like notifications and email follow ups can also be employed to insure that visitors remain engaged with your company and that you are providing a customer-focused response.
You’ve spent a lot of time building a website with great content. Now, begin to systematically leverage that content to build business leads and see solid ROI.
To really understand how to leverage your website to get leads and business, contact Chief Internet Marketer for a demo of marketing automation.
SSL stands for “Secure Socket Layer” and is the standard security technology for encrypting data as it is being transferred between a web server and a user’s browser. At the beginning of 2016 many technology companies—including Google and Apple—have taken a position in favor of all internet communication being encrypted.
What Does Encryption Look Like?
When you land on a secured website, your browser bar shows https:// instead of http://. Additionally, most browsers also show a small lock icon to the left or right of the URL, indicating that data is encrypted.
So, What’s the Big Deal?
Google has said that it has begun using SSL as a ranking signal when serving up search results. This means that SSL will become a consideration in search engine optimization (SEO). At this point, Google has stated that it is a “very lightweight” ranking signal. However, it will become more important as SSL becomes more ubiquitous. In addition, Google will soon display a (potentially alarming to some people) red “X” over the padlock icon in its Chrome browser for sites that are unencrypted.
Now may be a good time to consider adding encryption to your website in order to be compliant with these new standards that are coming into play. For more information, contact Chief Internet Marketer.
In the past few years we’ve experienced a lot of new legal regulations surrounding Web sites and internet marketing. To ensure that your company and Web site stays up to date the ever-changing compliance requirements, we recommend consulting with an expert that can review your site or internet marketing initiatives. In the meantime, the 5 following items should be reviewed—they may give you an idea of where your company stands with compliance—Beware, sometimes the cost of failing to comply is veryyyy high!
- Check your Blog: The Communications Decency Act (CDA) protects the host of a blog in the event of defamatory posts by its users/readers. Regardless, you should always attempt to continually monitor posts, require a post approval before anything goes live, and erase anything inappropriate from your company’s site, as it reflects badly upon your organization for hosting such content. If your company and/or blogger is responsible for the defamatory content though, you are NOT protected by CDA Section 230.
- Privacy Policies: In 2010, the Federal Trade Commission (FTC) expressed its disapproval of long, illegible, privacy policies. Policies must now be to the point, clear, and readable—no fine print!
- Uses of Personal Information: If you collect a site visitor’s personal information for one promotion and/or purpose and then use that person’s information for another campaign, or even worse, another company, you’re going to get in trouble! As of 2011, FTC established several new details surrounding the use of personal information.
Chief Internet Marketer is NOT a legal consultant, but we want to provide our readers with this brief information as a start in ensuring your Web site is compliant. Please rely on a legal expert, or contact the FTC, for all items in question.