Paul Hogden

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It’'s fair to say as business owners we love to talk about our businesses. The thing is, with our enthusiasm to tell potential customers about our business, we fail to tell people why would pick your business - should they be in the market for our product or service. So take the time to work out what the benefit is to the customer and tell them. Spend less time “we’ing” and more time “you’ing”. If you can make it clearer how you stand out, you’ll attract more people to your business. So the next time, before you wax lyrical about your business, tell people how many staff you have and how much you’ve invested - equate it to how that benefits to the customer - or leave it out.

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Imagine going out to visit your customer. Its the first day of the new year. You have your brand new wardrobe at your disposal. You don your brand new shirt and suit. Put on a smashing pair black shoes and head out the door. Now lets say that you never returned home for a year. Sounds ridiculous. But keep with me. Your clothes would look great for a week or two. But would be walking off you after a month. Those brand new shoes would have seen better days. All in all you would look tired and unloved.

And the same goes for marketing messages - especially on a website. Keeping the same message, images and informaiton on a website for longer than a few weeks, could mean that your message becomes lost - or never looked at - or somewhat bedraggled! Keep content fresh, keep your ideas flowing and above all - keep people coming back to your website.

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We were commissioned by Cocksedge Building Contractors to handle the Rebranding of their long standing business. The business, which specialises in large commercial builds for clients wanted a brand that was both contemporary, but nodded to their heritage. The outcome was very pleasing to all parties.

 

We have since been commissioned to re-design their website at www.cocksedge.com - as well as their stationery and other printed material. We look forward to a long and prosperous relationship with Cocksedge over the coming years.

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We have long been the advocate of making sure that your website is "mobile-friendly", however some businesses don't see the need. It is however becoming clearer that search engines - such as Google are driving the wedge even further into the divide of mobile-friendly/unfriendly websites. They have started a pilot on their search engine that displays an icon to show whether a site is friendly or not. The icon is a small mobile device with a slash through it to portray non-mobile-friendly.

 

You can bet your bottom dollar that once this has been tested and rolled out - it will have an impact on SEO. Those which comply to more of the areas Google wishes to promote will be higher in the rankings than those who are not. Our advice - if you haven't already done so - ensure your website complies!

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Having received a mixed bag response from many businesses, it seems that in the UK, Googles Pigeon update has matured into a positive experience for many. Those who found little or no difference have, more recently found Pigeon to have put them back into the position they were in before May's shake up of ranking algorithm. Which goes to show, if your business relies on internet marketing as source of business - you need to ensure that you are watching out for curve balls. One client noticed a drop off of over 50% in enquiries - through nothing they had changed - but have now having had their site restored onto page one - enquiries have picked up. This was bad for them in the interim - but important for them to understand how important their website was for their business.

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Googles recent update dubbed Pigeon by Search Engine Land had SEO boffs flapping this week. Many local found businesses suffered as directory listings made significant ground in search engine rankings. In some respects however other local businesses are showing signs of improvement. The key thing - as ever is relevance - but what it is that makes one site more relevant than another is at the moment anyones guess.

 

Some directory listings have jumped up - temporarily, but are not showing relevant copy - and so we would conclude that Pigeon is a working progress for Google and that it will take a while for the dust to settle. We'll keep you updated!

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LDS. The longest established leaflet distributors inCambridge and the surrounding area have had a site designed by It Genetics. LDS wanted to have a simple, no nonsense approach to a new site - that gets noticed and has clear messages for those visiting. The site has some striking photography and some really interesting tips and trixks on how to get your elaflet noticed above the others that come through your letterbox. check out LDS website.

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That's right. We had run out of space in our small office. We now have office in the the centre of Newmarket. Our new address is:

 

Number One

Rookery House

The Guineas Shopping Centre

Newmarket

CB8 0QE

 

We have a fabulous meeting area for clients and would welcome a meeting with you in the future. Our furniture gets delivered today and so we will be fully operational by the end of the week. We look forward to welcoming you soon.

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At It Genetics we always strive to bridge the gap between online and offline examples of marketing. We came across iBeacons, a small computer that sends signals to passing Bluetooth devices to tell them proximity and a unique ID. This in turn - via an app can tell the passing mobile device to:

 

show a message

show a page of information

make a noise

give a voucher

 

Imagine walking through a shop and being able to check the size of an item of clothing on your phone, or check out the offers without scouring the shop for the offer board. Well now you can. We are currently developing a prototype solution for a retailer right now and will report back when we have it complete and ready to demonstrate. The future is iBeacons!

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Who is your most valued sales person? Is it you? A sales professional? It's more likely to be your website. The unsung hero of any business. The asset that doesn't ask for a pay rise or time off at the most inconvenient times. Your website is on call all day everyday to promote your business at the touch of a button. Your website backs up what you say to clients - or even talks to clients to warm them up a bit. Isn't it fair to say that we can all be a bit guilty of neglecting our best sales asset?

 

When was the last time you added a blog? Or changed a page or even added a picture? If it is over a month ago - shame on you. You are already losing out on traffic coming to your website. Why I hear you ask? Well, look at it in a shop perspective. If a shop you frequent never changes its offers or shop window for that matter - would you keep visiting?

 

Unlikely - why? because you already "know" what they sell. Doesn't matter if you have changed your offer - if you don't show that to your prospective clients they don't know.

 

So take some time today to promote your website, give it a little tender loving care and help customers see why you are the best in your field.

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When asked how a clients website is performing - more often than not the client is too sure. "We get a lot of phone calls - but I don't think that is to do with the website" said one client. When asked what other marketing they are undertaking "none" came the reply. that means that somehow - clients are magically contacting my client for no apparent reason. Curious.

 

Of course this is not the case at all. As was proven when we utilised a little know way to close the loop between online and offline marketing. It has been long regarded that many visitors contact a company by different means - i.e a phone call. This has been difficult to track - but with some clever wizardry we can link a telephone number - specifically for the website to place data straight into Google Analytics.

 

Imagine being able to see how many calls and how long they were, when they were made and from where. Well that just became possible!

 

If you would like to bridge the gap between analogue and digital marketing - you know where to call. It Genetics - 01223 650009

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It's fair to say that your website is you best salesman. It never sleeps, never asks for a payrise, is always on message and doesn't have costly expenses bills! That being said if we were faced with a salesman coming around every two weeks with exactly the same sales pitch - never changing - always constant, in all likelihood we would give them short change after a few visits. But isn't that the same with your website? If you never change anything you never give yourself the opportunity to pique someones interest or inspire them to try something different.

Keep your website changing - add new content, write a blog, offer suggestions and success stories, people love to hear how your product or services have benefitted clients. Visit your site with fresh eyes and think "have I read this before?" and most importantly MAKE THE CHANGE. Have a goal of changing one page per month - you'll have new, fresh content in no time.

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Dr Steven Aronson, a world famous chiropractor - who has clients flying in from across the globe to use his services - requested us to produce a new website for him. We produced a new logo and website that showcased his unique skills and also offered some tips and tricks as to how McTimmoney chiropractors work. The site went live at the end of last week and we are pleased that we have Doctor Steven as one of our clients. He also works with animals that have spines that are out of line - with some remarkable results.

 

Check out stevenaronson.me for more information.

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It's funny what greed can do to some people. To frame that statement let me tell you a short story about a company we have been working with. They are a trusting company - who had some years ago employed a web developer to create their second website. This designer was friends with the family who owned the business and therefore was deemed to be "trustworthy". It had transpired that the previous web company had registered the domain name of the company into their own company name - therefore taking legal title to the domain but "charging the client" yearly to "use" the domain. This had been news to the client as they thought all along that they had title to the domain.

Enter the apparent knight in shining armour - who managed to broker a deal to get the title of the domain for the client. You have probably already guessed that the "knight" had in fact changed the details into his own name - again scuppering the client when - fast forward 3 years we came on the scene, he pulled the same stunt. This time however the demands were so ridiculous that they have had to buy new domain names and start again.

The moral of the story is to ensure that you have checked who owns YOUR DOMAIN - do it today. Go onto any website that checks domains: for exmaple http://www.whois-search.com and look to see if YOU own the domain. If not - find out who does and have a sensible conversation about getting the title changed to your name.

Having spoken to Nominet - it is very difficult to successfully claim a domain is yours without the courts and a LOT of money. There are some things that can be done and can sometimes work out OK - but normally - getting it right the first time is key to success.

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A1 Cab Co - Cambridge - who run almost 100 taxis in Cambridge alone commisioned, It Genetics to produce a new website that makes booking easier - along with a whole new look and feel to the site.

Check out the new website here. It has easy to use booking and a quotation service - so that you know how much you're going to pay BEFORE you book the cab.

We're really pleased with the result - it has really lifted their online image and will give A1 a boost into the online era. If you know a company who can benefit form a marketing make-over why not contact us for a chat.

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Have you heard about Panda 4.0? Well its the latest significant update in Google's SEO algorithm changes. This is where authority is put to the test. What does that mean? Well rather than just writing for the sake of writing things - it needs to mean something to "real" people - rather than only meaning something to the search engines. Interesting huh? So when you're thinking of writing a page on your website - or a blog that just has a load of keywords stuffed into it - think - "is this written to help, my clients or my rankings?" If the answer is the former - do it! If the answer is the latter - think long and hard about how you could make it help your clients more.

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We are proud to announce that we have been awarded the tender for The Guineas Shopping Centre in Newmarket for marketing, events and promotions over the next twelve months. We are really thrilled to be working on a project that we anticipate will engage with the people of of the town and that shows Newmarket in an excellent light.

 

We are already busy making plans for the next few months - to ensure that this next year will be a year to remember for the people of Newmarket. Please stay tuned to The Guineas website for more details over the coming weeks.

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Long established firm Dellar Cleaning have just has their new website published by IT Genetics. They were loking for a site that could be easily updated - whilst embracing modern technologies. We took their brief and created their new website. Our clients were thrilled with the results and we are pretty pleased too.

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A company that has been well established in Cambridge and well-known for it's in car services has had a new website from IT Genetics. CBS Centres specialises in car installtion and services - from stereos to towbars in Cambridge - CBS has been the choice of local customers for years. Last year the company was purchased by Naeem Khokhar and is destined for great things. The new website also includes a dealer only area for offers for garages and vehicle sales. We were given a free reign as to the design and layout. The client was very happy with the results and within the timescale he requested.

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Have you noticed that your site has dropped a little (or a lot) over the yule period? Yes? You are not alone. An algorithm which targeted (amongst other things) PageRank - something that was considered unloved by Google. There were good and bad points that resulted in a shuffle in rankings for website owners. You may have already felt the results with your website dropping down the rankings for apparently no good reason. There is always a reason. It is really important to understand why a website is not performing as one would expect. Sometimes it is obvious - with design being a key aspect - other times - not so. Your website should be an important part of your marketing mix and having it fail to perform and not planning to change that is a flaw in business growth.

 

If you need help in getting your website seen by potential clients more often - and for the right reasons - contact us today!

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seo
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