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Trust, Website Security, and SEO

by Randall Craig on March 10, 2017

Filed in: Blog, Make It Happen Tipsheet,

Tagged as: , , , ,

Whether real world or on the web, trust is a powerful factor. For users of the popular Chrome browser, Google recently made a change that is sure to give many people pause.  Consider the image below: for the first time, the word “secure” appears within the URL bar.
Secure site

Contrast this, with this next screen shot, that does not say secure:

Nestle website - not secure?

The key difference between these two sites is that the first site (mine) is encrypted (look at the URL that starts with “https”), while the second example (Nestle) is not encrypted at all.  Yikes!

Even worse is when a website is not encrypted, and asks the user for their password.  The URL bar explicitly says Not Secure:

While there are a few technical challenges – and additional costs – to serving the entire site in a secure, encrypted fashion, we strongly recommend that this be done immediately.  Chrome – and likely all browsers in the future – will more explicitly show the page’s security status: not secure is a brand-weakening, trust-losing epithet.

This week’s action plan:  Open the Chrome browser, go to a few random pages of your website, and then to your site’s log-in or subscribe page.  Does the word Secure appear in the URL bar of the browser?  If not, then insist that this change be made as a priority.  If it is there, congratulations – you get a bonus. Google will reward your site with an SEO boost, just because it is secure.

Note: The Make It Happen Tipsheet is also available by email. Go to www.RandallCraig.com to register.

Randall Craig

@RandallCraig (follow me)
www.RandallCraig.com
:  Professional credentials site
www.108ideaspace
.com: Web strategy, technology, and development
www.ProfessionallySpeakingTV.com
:  Interviews with the nation’s thought-leaders

 

 

 

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How much does your organization invest in marketing?  Beyond thought leadership and inbound marketing strategies, there is advertising, promotional items, trade shows, CRM, marketing automation, the web and social media.  Any way you look at it, the investment is substantial.

Yet despite this focus, and despite all of this strategy, why is marketing so often ineffective?  Is there a factor that silently gnaws away at this investment, often hidden from obvious view?  The answer, unfortunately, is yes.

Marketing has but one goal:  to build the organization’s brand.  All else, from generating awareness to generating leads, flows from this.

Building the brand means building a trust experience.  It happens at every touchpoint: in person, over the phone, via email, advertising, traditional media, and on the web.  So while the marketing investment might be building the brand up, a particular person’s experience at a touchpoint might be tugging the brand down.

Here is a list of some of the key trust-killers:

  • Disappointing product or technical capabilities
  • Not keeping your promises
  • Poor service experiences
  • Focus on what is best for your organization, vs what is best for the client
  • Personal greediness and ego
  • Social Media narcissism
  • Forgetting key details – such as their name and their priorities
  • Lying, Cheating, Stealing

This week’s action plan:   Trust-killers are the boat anchors keeping your marketing ship from reaching full speed. This week, look at your marketing plan through the trust lens: how much of the plan is focused on reducing or removing trust killers?  And then look in the mirror: is there one thing that you personally are doing that reduces others’ trust in you?

Note: The Make It Happen Tipsheet is also available by email. Go to www.RandallCraig.com to register.

Randall Craig

@RandallCraig (follow me)
www.RandallCraig.com
:  Professional credentials site
www.108ideaspace
.com: Web strategy, technology, and development
www.ProfessionallySpeakingTV.com
:  Interviews with the nation’s thought-leaders

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Earning the Right

by Randall Craig October 18, 2012

Have you ever felt that something was missing with your social media communications? That your Tweets, Posts, and Status Updates were being disregarded – almost as if you are speaking to an empty auditorium? That you may have lots of “friends”, but it seems that they are more absent than friendly. Sadly, this is too […]

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Is Social Networking supposed to sell?

by Randall Craig May 16, 2012

Consider these Tipsheets: there are over 350 of them, and they certainly don’t “sell” anything.  Each week, I give away a small nugget of information, and tie it to an immediate action.  These non-salesy Tipsheets, like the vast majority of blogs, are designed to credentialize expertise and build trust, slowly over time. Interestingly, I recently […]

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