Ready, Aim, Fire

Zephyr uses a toolchest of proven digital tools, hand-selected for the business opportunity at hand.

Not all tools are correct for all situations, that’s why Zephyr uses an objectives-oriented approach to set targets, plan digital strategies and then choose the right tactical tool to activate the business opportunity.

Some of the go-to tools that have worked for other clients include:

Mobile Responsive Websites

According to Google:
  • 74% of visitors are more likely to return to mobile friendly sites
  • 61% were likely to leave if a site isn’t mobile friendly
  • 67% were more likely to buy at a mobile-friendly website

If your site isn’t mobile-friendly, you’re losing business. Three reasons you need mobile:

1.Customers want and expect it

The solution is to change your standard website to a responsive website. A responsive website recognizes the device being used (laptop, PC, tablet, smartphone, etc.) and will resize itself accordingly for optimal viewing. You’ll be able to accommodate mobile and PC/laptop users alike.

2. Google penalizes you if you don’t have a mobile-friendly website

Google recognizes that you don’t need a computer to surf the Internet. Many sites, however, still use content, images, and navigation structures that just don’t work well on mobile devices. Users can only see those websites properly using a desktop or laptop monitor, and smartphone browsers end up with an unsatisfying user experience.

Why does that matter to Google? Because if a website isn’t mobile friendly, Google will recognize this and be less likely to display it as a search result.

 

Do I need a mobile friendly website? The answer is “yes.” It will help your organic search results.

3. You’ll Lose Business (If You Haven’t Already)

 

You’ve probably already seen a decline in business if you still use only a standard website. If not, go mobile frie

 

ndly before you do. Most aren’t yet completely ditching their desktops or laptops for their mobile devices, but an increasing number are.

Mobile Applications

Consumers are app-happy. But they only use 5-6 apps out of the hundreds of thousands available. Is a custom app right for your business? Maybe. And maybe not. We build apps that are objective-driven. If an app will help meet your business objectives we’ll walk you through the strategy and the tactics – and build the right app for the task at hand.

Database Analysis

Data is nothing without analysis. We turn your big data into knowledge – and with knowledge you make better decisions, and spend limited marketing funds more productively. From loyalty and win-back to profiling attributes of your best customers, Zephyr can help. Turn your data into knowledge and your knowledge into action.

Email Marketing

After your mobile-optimized website, email marketing is the most important tool in the marketing communications toolbox today. But like direct mail campaigns of yesterday, three things matter most: the list, the message, and the offer.

Zephyr can manage and grow your list platform and segmentation, A/B test your messages and offers, and optimize your email marketing day by day, month by month. After all, if you’re not improving your results, you’re going backwards.

 

Winback Targeting

Customers come and customers go. Are you keeping the best customers? Do you know why good customers leave? Do you have a profile of your most valuable customers? The least valuable? One thing is certain, it costs more to gain a new customer than to keep an existing customer.

What do you need to do to “winback” your lapsed customers? And which lapsed customers are the most important to target? What offer is likely to bring a customer back? Will discounts help? A points program? Customer value is part art and part science. Zephyr excels at both. We help customers find their way back to you.

Social Media Engagement and Management

Social media is the number 1 activity on the internet. Facebook, Twitter, Instagram, Snapchat – so many choices. Millennials and Generation Y are close to outnumbering Baby Boomers – and they spend more than 16 hours each week online. 96% of them belong to online social networks. Oh, and they have $350 billion a year in spending power.

Serious social media marketing is not the domain of interns, friends and relatives. Too much rides on each engagement. It’s a conversation. A dialogue. A listening post. A complaint tool. An early warning system. A relationship with those that buy from you, or might buy from you, or may never buy from you again. It’s a conversation with key influencers. And it’s a real time medium. Prescheduled posts and a broadcast mentality is disingenuous and users reject it. And an ear for feedback. Your brand is at stake with every post. Social media needs strategy first. And creates tactics that align with company objectives. Social media is an amplifier for the voice of your company. At Zephyr professionals get the message right before it’s put on worldwide blast.

Content Generation – the heartbeat of SEO

Content = Writing. Without professional writers, content is hit or miss. From website copy, to blogs, to social media, to email newsletters and offers, content is the soul of the machine that is the Internet. Your readers are customers, prospects, influencers, competitors, partners, suppliers – and web crawlers that search the digital atmosphere for fresh, compelling, keyword-rich content – writing – 24 hours a day, 7 days a week.

Want to do well in search results? Be “on page 1”? There are no magic tricks. Content is king and writers create content. At Zephyr we learn the vernacular of your business, and we write in a language that reflects your business – and how your customers search for your business. Keyword heavy copy that tells your story. Some call this SEO or Search Engine Optimization. At Zephyr it’s just good copy.

Online Review Management

It’s never been harder to be a business or easier to be a customer. Online reviews have changed the way customers spread the word about your business – good reviews, bad reviews, fair reviews, not-so-fair reviews. Is the customer always right? No. But the customer is always the customer. And their opinions are always only a few keystrokes away from worldwide visibility.

Before there was Yelp, and Google+, and Trip Advisor and all the rest, there was just word-of-mouth. Marketing textbook legend had it that a bad merchant experience was shared at a rate 7x as great a positive experience. Online review sites have upped the stakes considerably. What do you do with a bad review? Can it be protested? Removed? Should you respond? Ignore it? How can you get more positive reviews? Are your reviews getting better? Worse? And how can you best utilize reviews to train staff and build a better customer experience?

At Zephyr, we tackle online review issues and opportunities every day. Calm, cool, collected. It’s not a hobby, it’s what we do. We turn lemons into lemonade and lemonade into sales.

Google AdWords

Google AdWords is a PPC (pay per click) marketing tactic that efficiently targets your audience by keywords and location. Zephyr Digital Design has significant expertise in choosing profitable keywords, creating attention-getting ads, and designing effective landing pages that get results.

Why spend more than is needed? AdWords works best when the results constantly monitored and interpreted & iteration and refinement are used to optimize results.

Zephyr dedicates an Account Manager to your business constantly monitors the performance of your AdWords campaigns and asks:

1. How are the keywords performing and what do we need to adjust?
2. How can we maximize your budget?
3. How are the landing pages performing?
4. How are your offers performing?
5. How are your competitors competing?
6. And ultimately: How can we best help grow your business?

Zephyr Account Managers are trained and certified to maintain and develop high-performing and cost-effective campaigns. They take the time to get to know your business and your customers – to best determine how to structure ads, Keywords and offers to further invest in. Your dedicated Account Manager provides you specific campaign by campaign reports and reviews them with you with as little or as much depth as you’d like – so you know how your investment is performing and how Zephyr makes one of the most complex tools on the web work best for you.

Google AdWords is a PPC (pay per click) marketing tactic that efficiently targets your audience by keywords and location. Zephyr Digital Design has significant expertise in choosing profitable keywords, creating attention-getting ads, and designing effective landing pages that get results.

Why spend more than is needed? AdWords works best when the results constantly monitored and interpreted & iteration and refinement are used to optimize results.

Zephyr dedicates an Account Manager to your business constantly monitors the performance of your AdWords campaigns and asks:

1. How are the keywords performing and what do we need to adjust?
2. How can we maximize your budget?
3. How are the landing pages performing?
4. How are your offers performing?
5. How are your competitors competing?
6. And ultimately: How can we best help grow your business?

Zephyr Account Managers are trained and certified to maintain and develop high-performing and cost-effective campaigns. They take the time to get to know your business and your customers – to best determine how to structure ads, Keywords and offers to further invest in. Your dedicated Account Manager provides you specific campaign by campaign reports and reviews them with you with as little or as much depth as you’d like – so you know how your investment is performing and how Zephyr makes one of the most complex tools on the web work best for you.

WiFi Marketing

  • Collects customers email address when they connect to your wifi
  • Helps you to automate/schedule promotions

Online Ordering

Customers want fast, easy, convenience when they shop. And the Internet provides all of this in an instant. How do you get your share of the multi-billion-dollar e-commerce pie? There are only three ways to win:

  • Be local with a product with instant demand – online pizza delivery is a familiar example
  • Be custom with a product that is unique – personalized medical bracelets perhaps
  • Be cheap and fast – and have deep pockets. The titans of the Internet (from Amazon to department stores to high volume mom and pops) fight for this dollar everyday

If you’re in the third category, we wish you well and hope your pocket are deep. If you are in the first two categories, Zephyr has helped relatively small clients generate over $15 million in revenue in the past three years. And we may be able to help you.

Text Programs

Texting platforms have changed dramatically over the last several years. If you’re not using a text platform with rich analytics with A/B testing and if you think your rate might be too high, Zephyr can likely help. Is your texting program optimal? Are you leaving money on the table? Missing sales? Paying too much? How are your unsubs and delivery rates? If you’re not certain, we’ll review your program and tell you if we can do better.

And if your messages are stale, your text-driven sales are “not what they used to be”, or you’ve never used text messaging as a marketing tool before, talk to Zephyr. Just call – or text us!

Search Retargeting

“Search retargeting” is a specialized form of online advertising targeting that allows businesses to show online banner ads and Facebook ads to online prospects who have recently searched for keywords that are relevant to your business.

It works like this: The potential new customer search for keywords related to your business. Third party data companies drop a cookie in the user’s browser after they perform the search. This creates real-time audience segments. When your retargeting campaign settings match the audience segments, users are identified and they see your ads on Facebook or on websites they’re browsing.

Search targeting is highly efficient – as more than 80% of customers do online research before buying – and search is a powerful intent indicator. But the available inventory is limited and the competition for top positions is expensive. It’s highly efficient and great for reaching new customers. This tool is generally for high volume, high margin businesses. If you’r thinking about search retargeting, Zephyr can help you better understand the medium and help decide if search retargeting is right for you.

Online Relationship Management

From social media, to online reviews, to email marketing, your website, blogs, newsletters, to a dozen other communication touchpoints, you are creating and maintaining a relationship. Hundreds, or maybe thousands of relationships. Each a little different, each with one thing in common: your brand is defined in the mind of the consumer by those relationships. Every touchpoint enhances or detracts from the “positioning” of your brand in the mind of the consumer.

What is “positioning”? It is the place your product or service occupies in the selection set of the consumer. The customer deselects brands first – this makes selection easier. Then they narrow their choices based on a litany of other criteria – specific to the product or service. At one point or another, after initial brand awareness, comes attention, desire and, if you’re relationship with the customer is right, action.

At Zephyr, we help you better understand those relationships and manage them in a way that leads to more buying.

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