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12 Reasons Why Your Business Needs A Content Marketing Strategy

Research by the Content Marketing Institute has reported that B2B marketers who have a documented strategy and an individual to oversee the strategy, are the most effective group of content marketers out there. Whether you are just now starting your digital marketing process or you have made sure your brand has a recognizable presence on the web, you’re missing out if you aren’t using a content marketing strategy.

There is a lot more to it than running a few social media accounts and publishing a blog for your brand. Even with great, well-driven content, if you don’t have the SEO skills to drive organic traffic to your website, the landing pages to capture leads and the email marketing, white papers, dynamic offering of webinars, infographics, event marketing and more to convince your customers that your brand is an industry leader and has long-term value to offer, then your content lacks dimension.

You need a system for gathering and analyzing your customer metrics, and using this data to constantly update your strategy. Without this system, you’re failing to offer what customers expect today from marketers. Your content may slip through the cracks, going unnoticed as your competitors are appealing to your market with a direct approach at content that touches every point. Stringing everything together to create something that matters is the ultimate goal.

Richard Pattinson, CEO of Brafton, says “The intention behind content can be good, but the scaffolding is missing, weak or flawed.” Pattinson sees this as a major flaw for businesses.

With a documented strategy, there is a place and purpose for each piece of content. Everything flows into the next. A case study, vlog or email subject line sets up other aspects of your strategy and holds the entire plan together. A good flow will allow your entire strategy to be flexible enough to evolve along the way as your make an effort to continually work towards creating that simple, clear and yet remarkably complex brand environment that is the most effective way to attract your market and build long-term customer relationships at the same time.

A good content marketing strategy is:

  • - Well-defined KPIs and clear goals.
  • - Three-dimensional buyer personas that help you craft content for your market
  • - A content management system for tracking your customers’ experiences, automating some of your content publication, and for gathering data.
  • - A balance between creativity and pragmatism that yields an ongoing river of fresh content, with each part connected seamlessly, from the font styles on your website to format used in your webinars.
  • - An ongoing learning process, with the goal of utilizing multiple content tactics and identifying the ones that work the best for your target audience.

The better your strategy, the more potential you give each piece of content created.

WHY YOU NEED A CONTENT MARKETING STRATEGY

1. A better content marketing ROI – as you refine which tactics are the most appealing to high-quality leads and which are the most motivating, you’ll be able to invest in the content that works and either reduce or eliminate what isn’t working.

2. You’ll actually know what your content ROI is – only with a documented strategy are you going to have the metrics to give you an idea of how effective your content marketing is.

3. Repurposed content – with a dynamic strategy, you can plan ahead how you repurpose your in-person events into eBooks and podcasts, your video interviews into blog posts, and your white papers into infographics.

4. Better customer segmentation – with a content management system, you’ll be able to personalize your content for different segments, the key to boosting your conversion and retention rates.

5. More accurate buyer personas – you’ll also be able to create smarter campaigns with better buyer personas as you use your gathered customer data to continually evolve your ideal buyer personas.

6. Less churn – when you have a better idea of what your customers want because you’re using a strategy, you’ll be able to reduce your churn rates and boost your long-term revenue numbers.

7. Ability to leverage more marketing tactics – with a short and long-term plan, you’ll be able to see ten steps ahead, planning for that mega branding conference in five years and pulling off your brilliant influencer marketing campaign six months from now.

8. Optimized social media channels – when your social media posts are integrated with the rest of your content marketing strategy, your customers grow used to the value that comes out of following and engaging with your social platforms and are more likely to stay engaged. Rather than random posts, they’ll know there will be a consistent flow of value coming out of your Twitter feed and Facebook pages – industry news or tips, special deals, links to informative blog posts, early bird event registration they don’t want to miss.

9. Boosted brand reputation – with your comprehensive brand presence both online and off, you’ll do wonders for your brand reputation as you’ll have a larger social following, contact list, and more activity on your website such as blog comments, online reviews, and forum posts (depending on what channels are relevant for your business).

10. Improve lead generation – when you flow your social media posts and email marketing into your blog posts and to your landing pages and CTAs, you’ll attract more visitors to your website and invite more qualified leads down your sales funnel.

11.  Higher customer acquisition rates – as you get to know your market better, you’ll be able to turn more leads into customers.

12. You’ll become a better marketer. The more love you put into your strategy, the more you’ll learn about just how much content marketing is capable of. 

Getting the results you want from your content marketing all boils down to strategy. Even if your strategy is limited to a blog, a modest website and social media – make each piece work together and that strategy will do more than a disconnected collection of components ever could.

BIS Designs offer these services and more. As a business owner, having a team to handle the content marketing for you can be a better option than spending the time to do it yourself. We’re happy to discuss ideas with you. Give us a call!

 

Author: Stephanie May 

 

RELATED: 

Create a Winning Content Marketing Strategy in 5 Simple Steps 

 

Phillip Long - CISSP, CEO of BIS Technology Group, along with his team of marketing and information technology experts, will walk you through an overview of    what your business should be doing to protect your data and plan your digital marketing strategies.

About BIS Technology Group

BIS Technology Group is the technology leader on the Gulf Coast and is comprised of four divisions: Information Technology, Web Design & Digital Marketing,   Office Equipment and Business Consulting. Together these divisions help local businesses exceed expectations and allow them to group to their full potential while minimizing risks. To learn more about BIS Technology Group, visit bistechnologygroup.com.

You may reach out to us at:
Phone: 251-405-2527
Email: plong@askbis.com


Five Facebook Marketing Tips to Help Increase Engagement

Five Facebook Marketing Tips to Help Increase Engagement

Facebook is continually using updating their algorithm to help their users see more relative content and less of what they don’t like. If you have a Facebook business page, you have probably noticed that it is more difficult to get engagement than it does on your personal Facebook page.

 
Why? 
Facebook sees your business page as a business. Essentially, you’re a business so you should pay for exposure. Before you start running Facebook ads, try these 5 Facebook marketing tips: 

facebook marketing tips, marketing tips, digital marketing, social media marketing

1.Images

Share images of real people. As a social network, people want to see people, especially people they know, like, and trust.  Lose the sales pitch. People are turned off by continuous product images. 

2. Host Facebook Contests

People want to win free swag, free product, or free/discounted services. Contests with the right prize will organically boost your traffic. You’ll increase your fan base, page likes, and grow your email list. You’ll increase your chances of going viral with the right product and right response. 

3. Go LIVE!

Facebook is very proud of this feature. It took quite a long time for this to roll out to all of their users, so those that Go Live – get seen! Going Live allows you to interact with your audience, increase your overall reach, and increase your page likes. A lot of people are afraid to go live, but the ones that do are heavily rewarded. 

4. Respond to Messages

You’ve probably seen the response time to messages on your Facebook page or another page. The better your response time, the more Facebook will show your posts to your followers/fans. Engagement is key. When you have a private chat with one of your Facebook friends, you’ll start to see them more in your newsfeed, and vice versa. 
 

5. Be Consistent 

When you are consistent, your audience will expect it. They will look forward to your engaging posts and Facebook live videos. Make sure you are posting 3-5 high quality posts per week. Create a hashtag, not only for fun, but for tracking purposes. Eventually, your followers will start using your hashtag. Be consistent, but remember, to have fun!

Facebook is meant for socializing and having fun. Re-evaluate your social media plan and determine what it is your audience responds to the most. Use the tips we suggested and just remember to lose the sales pitch and stay consistent!
If you need assistance with creating a social media plan, contact BIS Designs at 251.405.2542. 

 

 

 

 

 

BIS Designs is an internet marketing company serving the Mobile, Alabama area. Our content, development, social media marketing and search engine optimization specialists have years of experience in targeting custom audiences for the B2B community and would welcome the opportunity to help your business grow.

 

Phillip Long, CEO

 


Top 4 Tips for Business to Business Social Media Marketing
social media marketing B2B

Facebook is a popular way for companies to market their products and services to consumers like ourselves. In the past, it hasn’t been as helpful for businesses looking to market to other businesses. However, that’s no longer the case. Facebook is now proving itself to be a successful marketing tool for business-to-business (B2B) marketing.

 

Largely because of social media, business owners are now basing their business purchase decisions off what their friends are recommending and what reviews they read online. 


LinkedIn has long been the most effective platform for businesses to market on social media to other companies. However, Facebook has over 1.4 billion monthly users allowing businesses to get their message in front of the right audience through paid advertising.

Businesses are five times more likely to engage with a sales rep who shares a mutual connection. This is one reason why it’s important not to ignore Facebook. We have seen success with this social media strategy with our clients in Mobile, AL.
 

How does all this magic happen? Here are the top four tips to make business to business (B2B) social media marketing work on Facebook:


1. Expand your audience.
Reach past your current audience through advertising on Facebook and targeting people that meet certain qualifications. 

2. Target work categories.
Facebook, LinkedIn, and Instagram advertising allows you to go past general demographics to drill down to specific interests, job titles and income levels.

3. Offer incentives for lead generation.
Using ads to target the audience you want, you can bring prospects to your website looking for access to the content you’re offering. By directing them to a landing page that asks them for their email address, you’re able to generate leads by giving them access to a free trial of your product or service, or access to an ebook or webinar.

4. Create custom audiences.

Custom audiences can be set up in Facebook by:

Importing a list of emails from your contact database.
Upselling to customers that purchased a particular item or service (making recommendations). 
Retargeting lost customers by putting a Facebook pixel on a certain web page to track if users completed your call to action. If they didn’t reach the ‘Thank you for signing up/purchasing’ page, then you can retarget your ads to those who missed out.
 

Even if your business or industry is what you would consider ‘boring’, a social media presence on Facebook can: 


Increase awareness, connections and leads.
Set you apart from your competitors.
Strengthen your company’s credibility.
Keep your business’ name at the top of potential customers’ minds.  
 

BIS Designs is an internet marketing company serving the Mobile, Alabama area. Our social media marketing and search engine optimization specialists have years of experience in targeting custom audiences for the B2B community and would welcome the opportunity to help your business grow.

 
Contact us for a complimentary marketing evaluation and let’s get your business back on track!

 

 


Intro to Video Marketing for Your Business
Video marketing

By now, you’ve probably heard that video marketing is all the rage. It’s evidently more impactful and can engage many more people on social media networks than a post with an image alone could. You may be saying, “Yeah, that sounds great, but I don’t have the time and the resources to make a video!” Well, don’t throw the idea away just yet.

 
What if we told you that within just a few hours, you could have enough video content for almost a whole year to dole out each month? There are many styles of videos for marketing and some will take much longer to make. However, a simple Q& A style video can be done relatively quickly and provides numerous beneficial results to your marketing. 

by addressing topics you believe are important to your audience, your business value is increased and deeper relationships are developed as you’re looked at as a trusted expert in your field.

 

Before you take your first stab at making a video, keep in mind the following pointers to get the most out of your work:

1. Grab attention early.

Ideally within 1st 10 seconds or less, appeal to the viewers’ emotions by addressing particular pain points, concerns, or other impassioned viewpoints.

2. Establish a clear Call to Action (CTA).

Determine what your ultimate goal is for the video, i.e. visiting your website, sharing the video, etc. and incorporate that into a straightforward CTA usually toward the end of the video, such as “Learn more at (insert url).” 

3. Don’t forget about the post text.

What you write about in the text for the video post is very important and should be used as the bait & hook to the video. Be sure to not spam it with hashtags.

4. Set it to autoplay with subtitles.

One study found that 85% of Facebook videos are watched without sound. The video needs to be able to attract attention without sound, meaning an aesthetically pleasing background and camera quality is important, but so is the need for subtitles. Facebook offers this as an option now. Contact us if you want more specifics! 

5. Know how to measure your success.

Depending on the platform the video is posted on, make sure you know how to read the metrics, i.e. the number of shares, the amount of engagement, and the number of clicks to your site.

6. Follow the golden rules.

Make sure you have a good audio (lavaliere wireless microphone), a clear and aesthetically pleasing, but not distracting background, and that you’re discussing something that you are passionate about.

7. Upload the video individually into the social networks rather than sharing a YouTube link.

While it would certainly be easier to share the same link across all channels, Facebook’s algorithm favors videos placed directly onto their platform more than links. Doing it this way will create greater organic reach, especially on Facebook. 

8. Optimize for search.

The text you include in your post about the video won’t be searchable, but the headline and descriptions you post with your video will. Try to include those keywords or phrases you think viewers would be searching for to help them find your content, and include a couple relevant hashtags on platforms like Twitter and Instagram to boost search results.

Now for the director & producer in you, here’s a list of ideas for topics:

 

1. Share a how-to video.

It’s important to keep the video short, so if it’s a visual “How-To”, use the speed-up feature in your video editing software to shorten the duration. 

2. Answer questions.

Give brief answers to a few of the main questions you know your audience is interested in. This is a great way to establish your business’s expert credibility.

3. Take viewers behind the scenes.

This is a powerful brand-building tool as users on social media follow companies typically because they have an affinity for the business and want to learn more about what the brand really is and what it stands for. Show viewers how something works or how something is made and this can lead to major increases in brand loyalty.

4. Tell a story.

By creating a story with a beginning, middle, and end that fits into a 30-second video, you’re bound to easily connect with viewers. Telling stories about real people is ideal, but even telling a story about your customers, your business, or a cause you want to raise awareness on are dynamic tools to build and sustain loyal relationships.

Are you ready yet?

If you’re pressed for time, but feel video marketing is an excellent strategy you want to give a try, start out with the Answering Questions format. 

  • Develop a list of 10 questions that your clients and prospects most frequently ask you about your business. 
  • Then brainstorm another list of 10 questions that you think your clients and prospects need to know, but rarely ask.
  • Rehearse the answers so you can keep the videos short and sweet, ideally within the 60 sec range. This way, you don’t even have to worry about editing except for the start and finish. Doing them all at once can be filmed in just a few hours. 

If you schedule a day on your calendar that you can sit down and record 20 videos back to back, you can have 10 months of videos ready to go that get posted online every two weeks. Pretty efficient, right?

Once you have a video created, cross promote it on your blog, post it on YouTube so the link can be embedded into an email newsletter campaign, and add it as a video post to your social media networks.

 

BIS Designs is more than happy to come to your location or schedule time in our studio to record video tutorials, testimonials, or any such video as described above. Our comprehensive marketing services can integrate your video marketing with your website, social media, and print marketing endeavors, all the while ensuring your videos are efficiently optimized to help your search engine rankings. Contact our Designs team to learn more about our video marketing services and how we can increase your brand’s recognition, reinforce your business’s credibility, and boost both your search rankings and social engagement


 


6 Marketing Trends to Watch in 2017
Digital Marketing Trends

 

At the end of each year, we like to pull together the marketing community’s top digital marketing trends to look out for in the upcoming year. By keeping our finger on the pulse, we hope to be able to provide our clients with valuable insights that will sustain their growth and keep them ahead of the curve.


So what’s the meter showing? There are many advances on the horizon that will impact marketing in a big way in years to come, such as virtual and augmented reality devices, applications and games, but we’re going to keep this article’s focus on practical strategies that can be implemented right away should our clients request it.

As you embrace the idea of a new marketing strategy for 2017, here are the top digital marketing trends to consider and hopefully capitalize on:

Cross-Device Marketing Optimization
Longer Sales Funnels/Increased Content Marketing
Live Video Streaming, e.g. Facebook Live
Big Data: Consumer Behavior Analytics
Artificial Intelligence (AI)
BLE Beacons


Cross-Device Marketing Optimization 

Most companies understand by now the value of having responsive website designs that are mobile friendly. The key term here is cross-device or multi-platform. The majority of web users are still using multiple devices for their web searches. When purchasing something online, often users will want to see the details on bigger screens such as their desktops or laptops. This means we need to adopt strategies that engage the “multichannel majority” and not just our smart phones.

Longer Sales Funnels

Understanding the sales funnel is crucial to developing successful marketing campaigns. A big trend that we’re seeing is that companies are investing in marketing pursuits that provide a high level of value upfront, long before asking for an email address or moving into the Calls to Action that prompt users along the sales process. By providing valuable content will ultimately establish a strong level of trust, which is needed for someone to choose you over a competitor. This may take longer than the traditional sales funnel, however, the rewards will come in easier sales when you do ask your visitors to purchase from you.  They will already have developed a sense of trust because you’ve established yourself as an authority on certain subjects.

Live Video Streaming, i.e. Facebook Live

Your fans and social media followers want an immersive experience that connects them with your particular brand. No longer can you rely on static blog posts or images alone to impact your audience.  Whether Facebook Live, the Twitter-owned Periscope, or Google’s YouTube, mobile live-streaming has a captivating power that can spread a company’s message into the far reaches of social networks.  Curious on how to get this started for your business? We’ll guide you through it!

Big Data: Consumer Behavior Analytics 

Website analytics is by no means new, but the full potential of this kind of reporting and analysis is continually emerging. As consumer decision behavior is growing in complexity, companies will soon start using web analytics for more than the 20% the majority of us access today. The Affinity and In-Segment reports in Google Analytics is just one hidden gem that can demystify the types of customer personas that makeup your intended audience. The more we know about what makes our target audience tick, the more successful we’ll be at marketing to them.

Google Analytics Affinity report 
Image: Kaushik, 2015

Artificial Intelligence (AI)

Compiling user behavior facts from a global population–and in a timely manner–is an enormous feat beyond human ability. This is why the biggest research companies in the world use AI to establish patterns for this kind of pre-emptive marketing. The type of automation we see in establishing the ideal audience for Facebook ads, for example, is one way this is already being used. In the coming years, we believe this process will heavily increase, and we are bound to see major advances in customer behavior, user experiences (UX), and profitable outcomes for businesses.

BLE Beacons

Beacons are another hot new trend that is expected in increase heavily in 2017.  BLE Beacons are used within brick-and-mortar stores to “hypertarget” customers through new levels of proximity awareness. They are low-cost transmitters that use Bluetooth Low Energy (BLE) to provide smart devices with valuable location-based information. Beacons can be installed throughout entire buildings and can be used in a variety of ways. These include: 

Sending coupons and notifications when someone is near a specific retail display.
Serving as a store guide by providing a virtual map of a store.
Educating visitors on specific exhibits as they tour a museum.
Alerting people of the arrival and departure times of specific bus routes or plane delays. 

Beacons are already being used by 85% of the top US retailers, and it’s estimated that 500 million beacons will be in use by 2021. 

With all of the fascinating advancements in technology and the pervasive infiltration of the IoT lifestyles, 2017 looks to be a year that will go down in history as marketing tactics take a giant leap forward and hit their stride.

If you’re ready to explore what makes your target audience tick, give us a call and let’s talk. Our web designers and analysts will work with you to create intriguing and conversion-inducing websites that will be consistently monitored and optimized for the best possible outcomes. Our goal at BIS Designs is your success. Let’s get you back on track! Schedule your free consultation & quote today. 


How to Boost Black Friday and Cyber Monday Sales with Digital Marketing
Holiday campaign marketing

 

For many businesses, it’s already starting to look a lot like Christmas—and with good reason.

Combined sales from last year’s Thanksgiving Day, Black Friday and Cyber Monday neared $20 billion, including both brick-and-mortar stores and online shopping.

Online sales showed significant gains in 2015, but brick-and-mortar sales fell during this peak shopping period. Why? This is possibly due to businesses extending the holiday sales from Thanksgiving Day to the Cyber Monday finale. Online retailers typically have strong digital marketing strategies in place to promote their seasonal sales. Brick-and-mortar stores should also be taking advantage of how digital marketing can increase their foot traffic. 

Last year for the first time, sales on mobile devices edged desktop sales, and now more than ever that means businesses need to leverage their social media marketing efforts to take advantage of these trends.


From national chains to small boutiques and shops, every business can tap into the power of digital marketing to capture the attention of deal-seekers looking for Black Friday and Cyber Monday specials.

Timing, of course, is everything, and it’s not too early to start developing a social media marketing strategy. Last year, the first Black Friday ads emerged even before Halloween, potentially putting those businesses at the front of the line for early shoppers’ dollars.

So how can you maximize your sales on Black Friday and Cyber Monday? To take advantage of the growing trend of online sales, particularly on mobile devices, these four areas of your digital marketing strategy should not be overlooked.

Mobile Website: 

Last year, purchases made on mobile devices (most often smartphones) peaked at 37 percent on Thanksgiving Day, followed by 36 percent on Black Friday and 26 percent on Cyber Monday. 

Optimize your website to provide a convenient browsing or buying experience across computers and mobile devices, ensuring your website is mobile friendly with a responsive design layout. 

Landing Pages: 

Nearly 40 percent of shoppers start turning their attention to Christmas purchases before Halloween, according to the National Retail Federation. To capture those early deal-seekers, create your holiday deal landing pages now to give search engines plenty of time to index them. Starting early will also allow for planning how best to track each holiday campaign through web analytics. 

You can also offer email subscriptions that provide exclusive deals to customers who share their email address on your landing page—plus you’ll get the benefit of another way to communicate with them digitally.

Social Media: 

Put Facebook, Twitter and any other social media platform your company is active on to good use - it’s free after all! Turn up the activity level with the goal of engaging your customers even more. 

Offer contests, social media exclusive deals, giveaways and product promotions.
Respond promptly to any requests and keep the conversation going. 
Pay attention to what major retailers are hashtagging and follow suit.

Email Marketing: 

Don’t count out email just yet. Email marketing was responsible for driving up to 25 percent of online sales on Black Friday and Cyber Monday last year. This is where capturing email subscribers on a special landing page can help. 

More than just pushing your holiday-related deals, create shopping-related content that provides great gift ideas or how to select gifts for specific people in your shoppers’ lists. 

Not only do these make great blog posts on your site that can be cross promoted on social media channels, but they can also be sent as email marketing messages to your subscribers.

Wondering how to get started or how to implement your social media marketing strategy? Our goal at BIS Designs is to build lasting relationships with customers and provide comprehensive and cohesive internet marketing solutions for companies of all sizes. Contact us today so we can help you develop your holiday marketing strategies and increase your sales.


Digital Marketing for Retail Infographic

Digital Marketing for Retail

A retail storefront or e-commerce website needs a digital
marketing plan to drive traffic and increase sales.


Be Real! The Importance of Personality Shining Through on Company Social Media Channels

As the name implies, “social media” is a platform for real time social exchange. This exchange takes place on a global scale, offering you unprecedented access to desirable demographics around the world. 

But in order to succeed in this highly competitive social media arena, it’s important to present yourself as more than a brand. You need to present yourself as a personality

You can infuse your brand with personality in a number of ways. Whether you write a blog or create a carefully crafted ‘about us’ page on your website, you’re putting your personality out there for the community to see. By posting informative, funny and inspirational posts, a human side to your business comes out, which naturally instills a greater sense of trust for your organization, ultimately enhancing your networking efforts. 

However you choose to do it, remember one thing: Be authentic. 

Use your own voice. 

Be professional, but don’t sound scripted, and avoid industry-specific terms and phrases. Try to strike a casual tone.

Share personal interests.

These can be tangentially related to your business offerings, or as unrelated as a hobby. The goal is to flesh out who you are beyond your brand.

Tell stories.

We communicate a lot of day-to-day information in story form. Relatable anecdotes are easy to follow and – if told well – hard to forget. The more entertaining, the better.

Use humor.

More specifically, use your sense of humor – so long as it’s appropriate. Laughter is the easiest way to tear down any barriers separating you from future clients. 

We often hear companies ask why social media is so important for their business. The answer is simple: businesses need a solid online presence if they expect to be successful. At the end of the day, you need to be actively posting on social media to expand that presence. 

According to the Small Business Technology Impact Study of 2016, 50% of 18-34 year olds, 42% of 35-54 year olds, and 24% of 55+ year olds prefer businesses who regularly post to their Facebook pages.

“If you're choosing between setting up a website and starting a Facebook page for your business, know that up to 30% might not buy from a company without a social media presence.” Source: TWC 2016.

BIS Designs is your local and reputable source for digital marketing. We can complement your company’s digital presence with customizable social media marketing packages that fit your business. Whether through LinkedIn, Facebook, or email marketing, our digital marketing specialists will help you communicate your brand voice and promote your company through social interaction. By staying top of mind within your community, you will retain both loyal customers and attract potential leads. Call us at 251-405-2535 for more information or visit our website to request an online quote.


 


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