Riverside California’s Yardney Water Filtration Systems operates a state of the art 60,000 square foot research, design, and manufacturing facility. They are a pioneer in the development of clean water solutions and since 1965 they have provided high-quality, cost effective products becoming one of the world’s leading manufacturers of water filtration equipment for industrial and agricultural applications.

Chris Phillips, Yardney Vice President and General Manger, approached Blytheco with a feeling that they were not getting the full use out of their Sage 100 ERP business system. In fact, he feared they may be doing things backwards, since some of their processes had not changed in many years. With a planned manufacturing facility expansion on the horizon, Chris did not want the new facility coming on line with the same flawed processes of the current one. So, armed with a hunch, Chris arranged for a Blytheco process optimization (bly:Optimize) headed up by veteran Blytheco consultant Debbie Long.

The Blytheco consultant (Debbie) interviewed no less than 13 key personnel within the organization from executives to shop floor employees. She observed the interactions of the different teams and how they used their business system. Debbie confirmed some of Chris’s suspicions. Yardney was only using 15% of their business system, if that. They were driving in the slow lane with a high-performance sports car. There were severe lags in getting useful data, they could not trust their inventory levels due to the way they were pulling stock and tracking labor costs was nearly impossible during the manufacturing process.

Based on her interviews and assessment of Yardney’s processes and needs, Debbie produced a bly:Optimize “Summary of Findings” report and presented it to

Chris and his team. The report highlighted the interviews with the team members separated by job function for ease of reading and comprehension. At the end of the report were ‘Recommended Next Steps’ categorized into short term, mid-term and long term goals and the concrete steps needed to achieve them.

After just a few short months, Yardney was already seeing a return on their investment on not only the bly:Optimize they had performed, but also on their Sage 100 ERP system. “It is refreshing to be able to see live data.” Chris later told us. “Prior to the bly:Optimize, the data we were working with was potentially 2 months old!” Chris feels they have gained in the use of their Sage 100 system and are up to 40% system utilization and climbing as they work with Debbie to implement her recommended next steps.

Not only has system utilization been increased, but their inventory is now 75% more accurate with the implementation of bar code scanning software and equipment. Manufacturing labor costs have now been standardized and are being tracked accurately and efficiently. New custom reports are helping Chris and his teams see in ‘real-time’ Key Performance Indicators on a daily basis and the company financials are being produced in a timely manner. Overall, the responsiveness of the system due to the change in processes has increased substantially.

“You don’t know what you don’t know,” Chris explains, “It is great to have someone like Debbie from Blytheco come out, look at how you are doing things, help you see what you are not seeing and recommend ways to leverage your current system to help make your teams and organization run smoother.”

“Blytheco is unique in that their experts know so much about the business end as well as the system. When they applied this knowledge in the bly:Optimize, it really helped uncover some road blocks in our system and processes, and I would highly recommend bly:Optimize to any business that wants to run more efficiently and more profitably.”

The post Yardney Water Filtration – A bly:Optimize Success Story appeared first on Think, The Blytheco Blog.

By Mark Badran @JuiceMarketing

It seems that each year brings a flurry of predictions (like ‘the death of email’) and cutting-edge marketing tactics (you know, anything associated with social media) that are going to drive customers to your door by the thousands.  And while new marketing tools seem to crop up daily, the most important thing to keep in mind is this …

The basics of good marketing haven’t changed – timeless best practices like defining your target market, identifying your competitive differentiators, nurturing leads, and staying top of mind …

But the way people EVALUATE and BUY products and services has DEFINITELY changed.

Here are four things you should know about marketing in 2012 that can help you find new customers in this brave new socially-aware, Google-dominated world we do business in.

A Healthy Dose of Keywords

Keywords are paramount to everything you do.  Why?  Because search – and specifically, Google search visibility – is still top dog in marketing.  But if the content on your website isn’t optimized around important keyword phrases, Google is going to have a tough time finding you.  So, too, will the people searching for solutions to the problems that your products and services can solve.

Keywords should be strategically included on your website, blog entries, press releases, and everywhere else you’re posting content online.  The Google Keyword Estimator (www.GoogleKeywordTool.com) is a free tool that can be helpful in determining the relevance and search volume of keywords in your industry.

Social Media is More Than a Fad

In the past, the ability to build your brand, generate awareness, and stay top of mind was limited to costly tactics like direct mail and dreaded cold calls.  But social media changed all that.  No longer just a fun way to kill time, social media has become a legitimate way of building your business. It’s time to make 2012 the year you suit up and jump in to the deep end of the social pool.

Not sure where to start?  Facebook, Twitter, and LinkedIn are the largest and most widely used social networks out there.  If you aren’t already active on one or all three of them, it’s a good place to start.

It’s worth noting that Google and other search engines are now heavily influenced by activity on social networks. The more people that like, share, tweet, and link to your website, the better your search results are going to be.

Download our Social Media 101 Guide Today!

Email is Still Highly Effective

While social media is the shiny new object attracting a huge audience, email hasn’t lost its luster.  Despite predictions of the death of email marketing, it’s still one of the most effective tools for converting prospects into customers.

“Conversion” is the operative term here.  Sure, social media is great for generating awareness and building an audience that recognizes your brand.  But when it comes to motivating that audience to reach into their wallets and become paying customers, nothing beats timely and targeted email communication.

Go Blog Wild

For many companies, blogging is the hub of their marketing communication … and for good reason.  First, Google loves the frequently-updated, fresh content of a blog so your search engine results will probably improve.  Plus, blogging is a great way to express your unique voice, personality, and thought leadership as a business … in a way that stodgy old, brochure-style corporate websites can’t.  Last, a blog can be dynamic and engaging because your readers can leave comments and contribute to the conversation.  Something a traditional newsletter and other one-way marketing communication can’t support.

(Recommended: 13 Business Blogging No-No’s)

A blog is also a cohesive way to implement the 3 marketing tips discussed above.  For instance, your blog entries can incorporate keywords to improve search visibility, you can share new blog entries with your social network and drive traffic to your website, and you can link to your blog from email communication which can improve readership.

WordPress (www.wordpress.org) is one of the most popular blogging platforms because it’s easy to use and offers a huge variety of free design templates.

Don’t Forget About the Basics

As you look out into 2012 and decide which social media platform, marketing automation technology, or collection of marketing techniques is right for you, don’t forget about the timeless best practices that are critical in making any of those fancy new marketing tools work effectively.

About the Author

Mark Badran is Managing Partner at Juice Marketing, LLC. With an extensive background in technology, Mark and his firm help Sage, Microsoft, and SAP business partners squeeze the most out of their marketing dollar.

Learn more about their turnkey marketing programs and creative writing services at www.Juice-Marketing.com

The post 4 Things Every Business Should Know About Marketing appeared first on Think, The Blytheco Blog.

The post Announcing Hubspot 3: The Future of Marketing appeared first on Think, The Blytheco Blog.

I just read an article about how there are four billion e-mail addresses in the U.S. today. With that being said, there are only 313 million people living in the U.S. – 20% of which are under the age of 20 and don’t use e-mail as their primary form of communication.

That would suggest that every person had more the ten e-mail addresses. Sure, some of us have two, one for work and one for personal, but ten? So which one of these are the right ones for you to communicate your marketing message to? Do you have a way to track whose e-mail addresses are the correct ones, which emails your audience is responding to, and to know who you should be communicating with in the future?

CRM systems are designed to keep track of this, and with the help of tools like Hubspot you can also not only communicate but refine your list as you get more and more data.

E-mail is a dying form of communication. As new generations enter the workplace and more of us are converted to tools like Twitter, social platforms will become the new way (at least for now) to communicate your marketing message. Is your business geared to handle this shift? When we went from the fax machine as a marketing tool to e-mail, where you an early adopter or a lagger? Where do you think your business should be? We are already past the early adopter stage for social media and the time is now to think about a strategy if you aren’t already there.

If you would like more information on how you can refine this area of your business, take a look at the information and tools on our Blytheco Advanced Marketing page. We have social media guides that can help you get started, or if you are already started in social media, we have a white paper on how you can Crush you Competition with Inbound Marketing.

Happy Marketing!

The post Are You Proud of Your E-mail Database? appeared first on Think, The Blytheco Blog.

Companies spend thousands of dollars a year trying to create effective marketing campaigns to reach the largest possible audience. The effectiveness of a QR campaign is highly dependent on driving awareness, and crafting a compelling offer that is simple enough for consumers to engage and understand. It’s all about creating the right and provocative CTA or call-to-action.

If a marketer is looking to use QR codes to his/her advantage, there are a few rules-of-thumb they should follow: Firstly, there should be a premeditated strategic plan.  Just wanting to have a QR code and placing it anywhere is not enough.  A lot needs to be considered including the  need to be clear that scanning the code actually leads to something.  In other words, the call-to-action needs to be clear and concise.  Not everyone yet knows what QR codes are and might require some direction.

Secondly, the landing page that links to the code needs to be properly optimized.  In saying that, the code should properly link to an actual mobile version of a website.  If it is not, people will more than likely vacate the site immediately as its not compatible, thus lowering your page’s rank on Google and other social media platforms.

Lastly, there needs to be clear consideration of the code’s location.  I’ve seen many products (particularly toiletries) that have tiny QR codes next to the barcode.  What – do tell is the purpose of this? What am I supposed to gain by straining my eyes to scan a code I can barely see?  I thought that was as bad as it got, but alas, I was wrong! Check out some of these examples below of businesses who paid marketers thousands to advertise QR codes in some pretty bizarre places.

Where Mobile Phones Cannot Scan…

In-flight magazines

It’s a tad bit tricky to scan and load up the intended landing page when you’re 30,000 feet up in the air. Unless you take the magazine with you and who does that? FAIL!

To compound the frustration of this QR code placement, when it was initially scanned, it didn’t even lead to a mobile site!

On the side of buses

Unless the bus is stuck in traffic, waiting for ages at the stop, or broken down, firing up a code reader and scanning it isn’t going to be easy…

“Wait, I got it!  No wait now, I got it!  Darn, it’s moving again…”

On the Roof of a Building

I mean really?!  What were they thinking?  That I might scan this while flying a plane?

Perhaps if I was hot-air ballooning or skydiving….  Something tells me though that scanning a QR code might be the last thing on my mind then however.  Maybe the purpose of this is to create more publicity than to actually have people scan it.

In emails

QR codes used in email signatures… Why would you scan a QR code with your mobile device when you’re already online? Maybe a better question is how could you?

Codes that lead to non-mobile sites

This is possibly the worst mistake of all as it shows a lack of concern and diligence from your team. You’ve persuaded the viewer of the ad to get their phone and scan the code, then you send them to a page that hasn’t been optimized for mobile. MAJOR FAIL!

There is nothing wrong with the MI-5 ad per-say, but it links to an atrociously suspicious non-optimized website.

On the Subway

Maybe the marketers were living in the future?  Not many subway systems have underground cellular service.  I live in New York City and only one carrier offers underground service and only on a few train lines. Does the cost of this ad and QR code placement really justify the number of potential views?

Tired of wasting money on marketing efforts like this one?  Try our free Summer Marketing Webinar Series and get the marketing help you need without spending any dough.

Got images of some bizarre QR code placements?  Upload them to our Facebook page and you could win a prize!

The post Wasting Marketing Budgets Part 1: The Wacky Usage of QR Codes appeared first on Think, The Blytheco Blog.

Pinterest is an online space where users can post images, “pinning” pictures to their virtual bulletin boards. Others can view the boards and repin images to their own boards. If a business has anything it can put into visual form, Pinterest can act as a marketing agent to expand the brand. For businesses, and especially consumer-based businesses, Pinterest offers an opportunity for promotion in a visually stimulating environment. If your business or products can be creatively displayed and can convey the personality of your brand, then Pinterest could be a good outlet for you. Here are eight ways to attract attention to your business using Pinterest:

1. Invest the time

Pinterest.com requires an investment in time. The key is to build relationships with those who are known for quality “pins” at the site. When these popular sites get to know you and your business, they will be more likely to post about your product. Focus on the users who get the most likes and repins.

2. Keep it simple

The main appeal of Pinterest is that the site is exceptionally easy to use. Everyone has a “board” where they pin images that are all the same size. It is best to use Pinterest’s uncluttered aesthetic. Each pinned photo should includes one link back your businesses site. Pinterest can dramatically boost page views on your site.

3. Connect your physical presence with your online presence

It’s important to connect the dots between a physical location and your Pinterest page. Your physical store can feature online ads and Pinterest promotions. This wiill  increase page views directly from Pinterest and direct sales.

4. Make sure your business is a match

Pinterest caters to those looking for recipes, room décor, and do-it-yourself crafts although many small businesses have found great value in the product

5. Use other social nets to feed Pinterest

Connect your account with your Facebook and Twitter accounts. Not only will it help you gain followers, but making this connection adds social media icons under your profile picture that link to your Facebook and Twitter profiles.

6. Launch a daily pin theme

Create a daily pin to promote your brand. The idea is to come up with a catchy slogan that is tied to your business and is memorable enough so that the images get re-pinned. The daily themed pins usually lead to repeat visitors.

7. Promote more than products

The temptation for any business is to post pins only for products you sell. One key is to post interesting news tidbits, tips, and products from other companies. Pinterest users are savvy in spotting a board that is too self-serving and only posts product photos.

8. Follow the big hitters

One of the best ways to raise awareness about your company is to start following the big names on Pinterest. This is the proven method on Twitter: When you follow popular figures, and they follow you back, other Twitter users get the message and follow the leader. It’s important to find out who is “pinning” your products and to follow them to see if they follow you back.

For more info on how Pinterest can work for you and your business, click here for a free whitepaper.

The post How Pinterest Can Help Your Small Business Succeed appeared first on Think, The Blytheco Blog.

Is your business on Pinterest yet?

Marketers are scrambling to figure out how best to use Pinterest, a niche social media phenomenon that has grown exponentially in 2012 – according to Chad White in his Email Insider article “Retail Email Marketers Rapidly Adopting Pinterest”, Pinterest was the Number 3 social network behind Facebook and Twitter.

Because it is so strongly visual, Pinterest may not ever achieve the wide use of the two social media giants Facebook and Twitter, but that’s not to say it can’t be a valuable part of your online marketing mix. Retailers, particularly those oriented to design and fashion, such as Williams-Sonoma, Anthropologie, and Garnet Hill have been making great use of Pinterest, especially in email campaigns and contests in which they urge customers to “pin” their products on “pinboards” or visit the pinboards of celebrities or recognizable industry experts who are “guest-pinning” on behalf of the company. Whew! The possibilities are endless!

If you have a highly visual retail business, consider promoting it by integrating Pinterest into your campaigns. Think about Pinterest like a dynamic magazine – people are looking for tips and ideas, not necessarily products, so position yourself as a hip, savvy “insider” with new ideas and you’ll attract a following.

And like any social media platform, spend some time getting to know the influential pinners in your market. Who has the most followers and is most active in your space? Follow them and get a sense of what attracts them, then do more of that.

And check out how companies are positioning themselves on the platform. Who is doing it well – who are you drawn to, and why?

Need more help? Read “How to Use Pinterest for Business” - a white paper full of good tips and tricks for using Pinterest.

Happy pinning!

The post Retail and Pinterest – A Perfect Match appeared first on Think, The Blytheco Blog.

Inbound marketing is some-what of a buzz word these days and can be over-used to mean everything that isn’t “outbound” marketing. The true definition of inbound marketing is the focus around content creation and then exploiting that content to its fullest.

Traditional or outbound marketing would be considered, untargeted e-mails, cold calls, blanket advertising. This traditional form of advertising was great for the “mad-men” phase of the 1950′s-1960′s when we were more gullible to believe everything in print. But now we are more savvy and with information at our fingertips (thank you world-wide web) we are more informed.

Inbound marketing, by contrast focuses heavily on understanding who your customer is, how they would search for you, and how they will find you. If you are a tea manufacturer, you have to understand what kind of person will purchase tea (someone like me), and what that person would use as search words to find tea on the internet. Things like… loose leaf tea, different tea, authentic tea, healthy tea etc.

I also might be interested in topics like, how to naturally decaffeinate tea, what is the appropriate time to steep tea, tea recipes, how to throw a tea party, etc.

If I do this kind of search on the internet, who’s company will come up? 80% of what people search for, and then click on is NOT an AD. This means that 80% of the time content is winning – and we call that “organic” search content. The more organic search content you create on your site around key words or phrases, like the example above, the more relevant you will be to search engines and prospects searching for your content.

So once you’ve created content and know to whom you are targeting, you can exploit that content by putting it behind a form-fill on your website. Some information may be considered free, some may be richer content and you will want it behind a form. Depending on the depth of the information you may want to have different form requirements for your information, the richer the content the heavier the form (more requirements).

You will also want to write blog articles, and share your content on Twitter, facebook or LinkedIn. Maybe you have a PowerPoint presentation you can create and put on Slideshare too.

This entire process is called inbound marketing. This way, people find you by the way you have indexed and shared your content. You draw them in.

For more information on how to crush your competition with inbound marketing you can read our 2012 Report on white paper OR view our webinar on the subject.

The post Inbound Marketing…Finally Explained! appeared first on Think, The Blytheco Blog.

If you are in sales and/or marketing, a CTA, or a Call-to-Action, is your friend. You may not know it yet, but after you learn about them, your world will be forever changed.

Why is a CTA your friend? Well firstly, it can be anywhere from a little button, to a form or simply a request that calls people’s attention on a web-page and says “hey, look at me, I’ve got something hot for you to look at over here”. It is just like seeing a glorious pair of shoes stand out from the crowd in a department store shoe display. You’ve got to have them, you’ve got to try them on. (ok, maybe not for everyone, but this example works for me- because well…I adore shoes).

CTAs will easily become your new friend as they will help you grab a viewer’s attention and direct them to richer content that they want to get their hands on.

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These are just a few examples of things that may grab people’s attention. Yes, first you must have rich content – that is a given. We have some articles on that as well. This content must be behind forms and tie into your overall marketing strategy. But you have to have that all encompassing, mind blowing, button or graphic that attracts users and makes it nearly impossible for them not to click.

Get our eHow whitepaper on Creating Compelling CTA’s for your company.

The post What the Heck is a CTA? appeared first on Think, The Blytheco Blog.

Not all form requirements are created equal. In fact, you should really vary forms by the type of content that is behind it – this will dramatically change the way your leads respond.

All CTA’s (Calls to Action) or Forms on your website should be organized or grouped by their ability to produce good quality leads. If you have had forms out there for a while, take a look at the last 3-6 months of activity and rank which forms are producing higher quality leads vs. those that really aren’t cutting the mustard. If you haven’t had forms out there for a while, you might want to brainstorm around what content would be appropriate.

You may also want to look at where your last several customers came from and which forms they filled out on your site before purchasing.  By the way, if you don’t have tools to do this, you may be missing out on information that can help you accelerate your sales. You may need a marketing evaluation to determine how you can put strategies and tools like this in place.

Once you’ve done this review, you should group your winners together, your mediocre responses together and also those that are underwhelming. Your winners are forms in which you can require more information from the viewer. Company, name, phone number, web-site, and any relevant questions that would apply to help you identify the quality of this prospect are what you want to include on these forms.

On the more mediocre performing forms you may want to back off a little on requirements, but do this with a plan in mind. Here, you will back off but put them into an automatic lead nurturing campaign that will pull them over time into deeper content with a heavier form fill.

Same goes for the underwhelming response forms. Some of these you may want to just give away, and others you might want to still put behind a form but only require a name and e-mail address to get to the content. Again, you will want to add a nurture marketing campaign tied to this form fill that automatically helps you move the prospect (or lead) to higher-end content before you engage with them.

This method will save you time and money as you will only engage with those prospects that are engaging with you at a higher level. For those that never latch on to the higher end content, you keep them in nurturing campaigns until they are ready for something more.

Start saving time and money today and let us help you define this strategy and more. Get your free marketing evaluation from our Advanced Marketing Team.

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