Business Social Media

Maintaining Your Company’s Social Media

Business Social Media

Being active on social media is almost required to run a successful business these days. We also know that it can be difficult to gain and maintain an active following. This is why it is extremely important to make sure you create and approach your social media accounts in a professional manner.

Creating Business Social Media Accounts

One of the most important things to do when creating profiles for your business is to use a business email address (for example: Do not allow an employee to use their own email when setting up social media accounts. We’ve seen companies let go of employees and lose access to accounts because they hadn’t been set up using a business-owned email address.

Employee retaliation can even result in the account being deleted with no option for recovery. This means you would lose access to the audience you worked so hard to build up. You’ll have to start all over which can be a large waste of time and money. Make sure to use a company email and keep track of your passwords!

Posting to Your Business Social Media

Nowadays, there are too many social media platforms to keep up with. It is time-consuming to jump from platform to platform and make individual posts. Thankfully, there are tools available which make this process much faster and easier. Using a program like Hootsuite helps by enabling you to schedule posts to almost any social media platform from one location, all at the same time. It will also allow you to schedule posts out for days when you aren’t going to be at the office. Scheduling ahead like this also gives you time to proof each post before it goes live. You can even send the draft around internally to get another set of eyes on it before any embarrassing mistakes go out to your audience. If Hootsuite isn’t your cup of tea, there are many other alternatives for you to choose from.

Having Social Media Guidelines

Making sure you have a company social media policy in place is important. Your social media policy should outline that an employee’s online activity reflects on the company and employee. It should remind employees of your company’s privacy and confidentiality rules. Setting rules in a policy ensure that nothing gets posted that shouldn’t. Your policy should educate and train your employees about using social media on behalf of the company while presenting a consistent corporate image. Keeping your posts on-brand and relevant will help them stand out from the crowd.


To maintain the security and longevity of your social media accounts, make sure they are created with company credentials. Use a scheduling program like Hootsuite to plan and proof posts before they go live. Lastly, have a clear social media policy in place to ensure the appropriateness of the content being posted. You can always call in a professional to handle your company’s social media. Appletree MediaWorks has an on-staff Social Media Specialist that is experienced in managing social media accounts for businesses like yours.

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Help Alexa and Siri Find Your Business During Voice Search

You Can’t Just Tell Voice Search About Your Business

Voice search is when a human tells Alexa or Siri or another voice activated device to go on the internet and look for an item or information rather than typing their query into a search engine browser themselves.

“As far back as 2014, Google’s official blog reported that 55 percent of teens and 41 percent of adults in the U.S. were already surfing the Web with voice search. Now, Google predicts that half of all search traffic will use voice search by 2020.” – Website Magazine.

This is great for Google, Apple and Amazon, but it also means websites need to be sure their search engine optimization is prepared for voice search.

Long Tail Search Keywords

People tend to talk naturally to their devices, generally they are asking a question, contrary to just typing in a few keywords and a city to find results traditionally.  This is known as “long tail search terms” versus “keyword terms”.


Voice Search: “Okay Google, find a union printer near me”

Google Web Browser: “Union Printer Pittsburgh”

Local Search Optimization

Mobile device searches frequently are for services or products “Near Me” so it’s vital that your local listings are up to date and fully optimized. The big directory sites are also starting to be sources for the voice search engines, so make sure your listings are accurate and up to date on the credible directory sites.

Online Reviews

Siri wants to send users to the best rated organizations near their users. This means online reviews are vital to help your site be the answer Siri gives, rather than your competitor.

Mobile Optimized

Google started penalizing website that were not search engine optimized a few years ago. We still have unions and organizations coming to us to get their old websites up to 2018 standards so their website loads quickly and is responsive on devices. If someone is on the move doing a mobile search they are not going to wait for heavy images or files to load on your website.

Alexa, Where’s My Business?

When we launch a new website for a client or perform SEO services our packages include submitting the websites to the biggest search engines our list, that list includes making sure Alexa and Siri have the information and tracking codes they need to find the website.

Apps for Labor

There’s an App for Labor Organization

app for labor organizationBusinesses large and small have been told they need an app to take their marketing to the next level. It makes sense that labor unions are investing in apps to help promote their events and also help with organizing.

Yep There’s an App for That

I have so many apps on my phone I have to use the search feature to find one. But that’s ok; it’s still a nice central place from which I can access all of my favorite services and businesses. No searching the internet or flipping through saved emails for information. Of course we do need to caution you, before downloading any app learn where to download from and do your research.

Here are the big reasons why apps are so popular and necessary!

  1. The average person spends more than 2 hours a day on their mobile device. Your app is literally in their face two hours a day – your logo is sticking in their mind.
  2. There’s a lot of noise out there: newspaper ads, Facebook ads, websites, coupons and emails. But an app is one central location for a user to check in with your business or organization. You can also feed your website news automatically into an app.
  3. Apps put the information you want to share right at the user’s fingertips, no fumbling through website or old promotions.
  4. Push notifications – yes those short popups that get sent out and appears on phone screens get noticed and read, contrary to the trend that emails are following.
  5. Easy engagement – how many people prefer to communicate via a text message rather than a phone call? Your app gives them that option without searching for the correct phone number to use.

Using Apps for Your Union

Labor groups can win with an app for their union. We’ve worked with a large national union that first developed their national’s app and then offered pages of their app to each local. That was a solidarity win all the way around: no chasing faxes on bulletin boards or wondering whether the newest information was on the Facebook page or posted on a local’s website. The national’s website news was automatically fed into the app. Easy to use contact information, event information and petitions were all at their membership’s fingertips too. They also used push notifications to send out reminders about approaching deadlines and voting.

Apps to Help Organize and Inform

Apps have evolved from just delivering coupons and specials to going so far as to fight wage theft and help organize a union in the workplace. The online environment gives workers privacy and anonymity, both necessary elements in avoiding harassment, threats, retaliatory firings and increased scrutiny.

Here are some emerging apps uses that are helping labor:

Helping Fight Wage Theft

The Jornalero app for day laborers is an easy way to track payments, record details about unsafe work sites and share pictures to identify employers. Most of all, information is posted anonymously. Think Yelp or Uber for single event contractors. Input for the app came from artists, organizers, lawyers, workers and unions from across the nation.

Organizing Walmart

The WorkIt app is being used to help Walmart workers communicate with one another so they can learn about their rights as employees, as well as to develop strategies for improving workplace policies. While there are already a lot of online forums where Walmart employees gather to talk about issues at work, OUR Walmart wants to give employees a centralized hub to help them with all of their complaints and questions.

It’s obvious Walmart executives are worried about the app strengthening workers. They have gone out of their way to tell employees not to download the app. This could be the tool workers need to get the cards in and unionize this time.

Where to Get An App

There are several union app makers out there. As with any vendor, make sure their staff is union too so you’re all playing for the same team. Our staff here at Appletree MediaWorks, LLC does not build apps, but we have collaborated with several app builders and our clients to offer both technical insight and end user insight from our years of working with labor organizations. We excel at helping unions choose appropriate content for their apps and providing technical support to your maintenance staff.

Web Presence

How Do I Increase Web Traffic

We get this question the time: How do I increase traffic to my website?

Our staff here at Appletree MediaWorks studies Google’s newest algorithms all the time, because it is our job to increase web traffic for our clients. We have a developer on staff who spends most of her day doing SEO – search engine optimization for our clients. Whether it’s for a union, an organization, or a business, it takes the same steps to get a website in front of a user. No matter how many times Google has changed its formula for showing websites, overall web presence has always been the key.

Web Presence

What is web presence? Is it paying for ads? Is it paying to be listed on a link site? No, your web presence is something you build over time and continue to build every month. A few hours a month grows your web presence exponentially. We see the results with our clients that invest in their online presence and put their time into the 3 areas we’ll talk about. Your website presence is essentially a scorecard for search engines to rank you: the more places your show up as active and useful, the more points you earn.


Build a Useful Website

It starts with a solid website that accurately portrays your organization or business. Your website should be updated every 2 weeks at a minimum. Those updates can include calendar entries, a news webpage post about your organization, or pictures from a recent outing.  Website updates don’t have to be complicated or extremely time consuming, but they need to happen to tell search engines “Hey I’m an active website and I’m a good place to send people“.

Google also gives preference to Mobile friendly websites, so if your website is not mobile friendly, now is the time to fix that.


Be Active on Social Media

Next is your social media. At a minimum, get on Facebook, Twitter and Google Plus and make sure your organization’s contact information is complete and accurate. Google has started showing your organization’s Google+ posts along with your contact information when someone is using Google. Take advantage of that!! Facebook is now allowing for tabs to let visitors contact you right from Facebook. Again, take advantage of this free feature.

Also get on the newer social media sites like Alignable and Ello.


Drive Traffic through Directory Sites

Finally, get your organization into free directory sites. These directory sites are different from the ones who send out emails about link listing websites. Search engines know about “link farm” sites and penalizes you for taking part. Legitimate directory sites include: Merchant Circle, Super Pages, and Yellow Pages. Appletree maintains a top 10 directory sites list and make sure our clients are on these.

Yes, these sites will try to sell you “for-pay” premium services and it’s your call whether to invest in the premium services. Be sure to ask them what kind of results you should expect and monitor the traffic you receive from their premium services. But at the very least take advantage of the free listings.

Want bonus points? Update your directory site entries periodically too, many allow for photos, news and offers.

We know this is overwhelming and trying to keep up with all of these online sites seems impossible. Don’t be afraid to contact an expert. For less than a cell phone bill, many of our clients invest in our maintenance package of 3 hours a month where our staff spends 3 hours a month to keep up with website posts, social media management, and directory entries to create a strong web presence. This puts our clients at the top of the search engine results and leads to more clients for them.

digital newsletter

Email Newsletters in the Digital Age

In a digital age, sending out email newsletters instead of paper newsletters has become much more popular. And why not? The marketing potential of cheap, nearly instant communication with interested customers is difficult to overstate.

The content within your newsletter can greatly affect your readership and business. Read on to learn what to include in your newsletter and how to organize it to more effectively generate leads.

Digital Versus Paper Newsletters

Digital Newsletter Pros:

Cheaper – Everyone is looking for a way to save money and sending out an electronic newsletter can cost much less than running a traditional mail equivalent.

Easy Distribution – Email is much easier to manage than paper mail. Email address lists are usually easier to keep up to date than mailing addresses. And with near instant delivery, you can send out newsletters much more frequently than by paper mail.

Better Targeted Audience – Since a user must opt in, you are marketing to a more targeted, engaged audience.

email newslettersGain More Audience – A digital newsletter has a better chance of being shared than its paper equivalent. An online share opens your marketing up to a much wider audience, which drives more traffic to your website.

Use of Statistics – Most email marketing services provide statistics including open, click, bounce, and unsubscribe rates. These statistics can help you better tailor your content to your audience. If your open rate is low maybe you need a more interesting and eye-catching subject line, for example.

Digital Newsletter Cons:

Easily Ignored or Lost – Amongst the barrage of emails people receive on a daily basis, your newsletter can easily be overlooked.

email newslettersViewed as Spam – Your subscribers’ email provider might tag your newsletter as spam. It’s a good idea to encourage your subscribers to add your newsletter’s FROM address to their address book. This prevents email programs from flagging your newsletters as spam.

What should be in your Newsletter

90% Educational and 10% Promotional email newsletters– Promoting yourself too much can be a major turn off. If your newsletter constantly makes a subscriber feel pressured to buy, they will likely unsubscribe.
email newsletters

Instead, include content that educates the subscriber or has relevant information that ties in with the items/services you are promoting.

Creative Subject Lines – A good subject is the first thing people see. Interesting subject lines entice users to click. Read some tips for creating a good subject line.

Another option is to use the same subject line each time you send out your newsletter. This may seem boring but can build a sense of familiarity with your subscriber base so they do not accidentally delete your messages.

One Main Call to Action – Most of the time you will have many call-to-actions within your newsletter, but make sure to highlight only one of them so as no to overwhelm your readers.

Straight Forward Design – Stay away from long paragraphs and bullet your information. This makes it easier to read and keeps your audience interested.

email newslettersShares, Links, and Unsubscribe – Include an easy share button. Many times if your audience likes your content they will want to share it.

Have links to your website and any other websites you may have a partnership with.

Always give your readers the option to unsubscribe. If your unsubscribe feature does not work, it will frustrate your subscribers and probably get you blacklisted for violating the CAN-SPAM Act.

email newslettersContact Information – Have your business contact information prominently displayed in your newsletter.

Photos – Have a balance between photos and text. Having too many of either can make your email look like spam. Try to spread your photos out and link them back to a relevant web page.

Let Appletree Mediaworks Help you

Need help designing, managing, and sending your newsletter?

Let Appletree Mediaworks take care of your newsletter. We will work with you as often as needed to gather content, design the template, manage your email list, and schedule your newsletter. We stay up with all the latest technology trends and laws so you can focus on running your business.

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Advertising Online for your Business

Advertising your business online can boost your sales and website traffic if done the correct way. There are many different ways and places to advertise online. Already have online ads? You may need to do some updates for today’s mobile world.  Creating online ads has a good portion of planning before you place an advertisement. Learn all the types and best way to design your advertisement that works for your business.

Types of Advertising Online

Now that you know what types are out there how do you design an advertisement that works. 

Target Your Audience – Just as you do with just about everything else with your business you need to know who your audience are.

  • funky-map-search-icon_z1mRg6Iu_LGeotargeting – Target your audience by country, state, city or zip-code. The closer to home your business is to a customer the more likely they will find your advertisement useful. Find out where your current customers are located using your websites analytics and tailor ads to that location.
  • Contextual – Place you advertisement next to content that involves the same keywords and concepts your audience is browsing. Use your websites analytics to see the best keywords for your site and/or products or services. key-with-keywords_MJrGuFYu_L
    • If a customer is reading a blog site about ‘running’ having your ad with your running shoes would get more traffic than putting it on a blog site about movie reviews.
  • Behavioral – This uses analytics and data collecting to target specific users. It tailors to someone by a combination of their searches, website views, and products researched. Although this is highly controversial type but seems to be effective.

Design – After finding your target audience you can decide what you want your advertisement should look like. Make sure you experiment with these a bit. Use different colors, fonts, sizes, and types until you find what appeals to your customers.

  • image-placeholder-stroke-icon_MyL9N8L__LImages – Like you have always heard a picture is worth a million words which is very helpful when using such a small space to get your point across. Make sure they are eye-catching and keep it simple to draw your audience in.
  • Videos – This seems to be a growing idea. Have a video of the commercial of your product or service, customer testimonials, or demonstrations. This has been commonly called annoying especially for those listening to music or at work.
    A User Tip: Best technique I have seen is the rollover effect. It only plays when the mouse is rolled over it and it pauses when the mouse is not on it.
  • Text – Never use only text on an ad. It looks cheap and crude and almost looks more like a scam. Instead balance it well with your image.
  • Urgency – Create a sense of urgency with your ad to get more immediate acts. Examples being time limited coupons, text of “Lowest Price”, or express the stock quantity (even though you may be restocking).
  • SMS – With mobile being so big, using SMS texting with business has become very big. A Taco Bell example is “Text ‘TBICE’ to 30364 for a free Frutista Freeze with any food purchase.” Taco Bell sent out in excess of 29,500 SMS coupons, and was so well liked that at the end of the 5 week campaign, 93% of those SMS subscribers were still subscribed to the campaign. This keeps customers interested in your company as long as they are subscribed.

Make it Responsive – Users expect some sort of interactivity with the advertisement.

    • appletreeAlways have your ad clickable, leading to a page, video, or website
      • Try it now. Click the image.
    • Have ad expand upon mouse rollover
    • Use a Text box to enter sweepstakes or subscribe to emails
    • Have a button leading to product or webpage
      • Try it now. Click the button. 
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Use Day Parting – Often you can pick the time your advertisement is displayed for optimal your audience. Depending on what type of product or service you are making an ad for will depend on the time you may want it displayed.


  • A restaurant would advertise during afternoon hours when users may be looking for a place to eat.
  • A company running weekend sales would run their ad all day Friday.

Now that you have your advertisement created, where should you place it?

Other Websites – You can find and partner with relevant blog sites and news sites when using native advertisements. You can also partner with a mobile display advertising partner (such as Mojiva or Google DoubleClick) that does the work of finding sites for you.

Apps – Depending on your product or service reaching a range of people who use applications on their phone can create a lot of traffic. These are usually the screen filled ads that only show up every 10 screens or so.

  • Some mobile ad platforms

Search Engines – This is one of the most popular probably because of how popular search engines have become. Placing Ads at MSN, Yahoo, and Google can be very efficient.




Why Your Website Should Keep Up With The Joneses

Imagine that your company has worked through all of the items on your SEO checklist, but you still aren’t making it to the top of the Search Engine Results? What’s a dot com to do?

Your website needs to keep up with the Joneses for SEO and SEM

Keeping up with the Joneses refers to the comparison to one’s neighbor as a benchmark for social class, your website needs to do the same, it needs to keep up with your neighbors search engine optimization (SEO) and search engine marketing (SEM) efforts. By spending time researching your competitors you can learn a lot about what works and what doesn’t drive traffic.

According to Website Magazine, you should “learn from your competitors, identify your strengths and their weaknesses, and improve upon what they are doing. If you beat them in the majority of small battles, you are bound to win the war.” Conducting competitive research is neither unethical or illegal.

Be a nosy neighbor

There are a few different ways to check out your competitor’s online efforts.  Among the easiest, of course, is to look them up and check out their website. Take a look at what pages and types of information they have on their website. Do they have a blog or case studies? If they have a blog, what are they writing about? If you have a different take on things or have the experience to write helpful articles for your clients too, then it may be time to add a blog section to your website. There are great tools out there to take a look at your competitors SEO rankings, such as Moz.

You can also google some of your industry keywords and see if your competitors come up with ad listings or in the organize search results. Your competitors ranking for keywords will help you build a link building roadmap. Don’t forget to study your competitor’s landing page, what key points are they making to complete the sales conversion? Tools like SEMrush provide insights to how your competitors are using search engine marketing, aka pay-per-click ads.

Maintained grass is always greener

Backlinks are a low hanging fruit that is a key aspect of gaining search engine ranking.  The term “backlinks” refers to links back to your website from other websites, such as press releases or blog mentions. Analyzing your competitors’ backlinks can reveal easy opportunities for  backlinks you can quickly recreate to point to your own site. Anchor links may not have a huge impact on search engines at this time. However, they can easily be viewed allowing you to see what keywords your competitors are putting their time and effort into.

Knowing your competition

Charting and knowing what works for your competitors will allow you to be more focused when making marketing decisions. If a competitor is dumping a lot of money into a keyword, don’t try to outbid them. Instead, choose another area of the market to focus on. The same thing applies to SEO – instead of chasing your competition, focus on an area of the market that they are not currently leveraging.

Website Magazine:

 Website Magazine:


Web Host-age Negotiations 101

Website Hostage Negotiations

“Help! My web host won’t give me access to my files! They won’t relinquish my domains! They’ve taken my website hostage!” Though it seems like a crazy scenario, these cries are heard far more often than you might expect. Like a rogue valet driving off with your shiny new car never to return, as soon as you hand a web host your keys, you’ve entrusted them with more than many people realize; and not all of them are willing to simply return your property once the time has come to part ways.

How do I know if my host has gone rogue?

Often, a business owner won’t even realize there is a problem until they attempt to switch hosts. Only after requesting their web assets do they realize that their host isn’t cooperative. How do you know if your host is holding you hostage? Here are a few tell-tale indicators that we have identified over the years:

  • The host in control of your assets is unresponsive or dodgy, often taking weeks to respond to simple requests. When responses are finally received, they ignore any part of the request which involves them giving you more access to your property.
  • The host may become entirely unresponsive by phone.
  • The host becomes unwilling to bend server settings to suit your needs, but equally unwilling to assist in helping you switch hosts to one that will.
  • Your host does not give you access to any sort of control panel so that you can manage the website yourself; or, the control panel is limited in such a way that you cannot manage hosted domains or backup databases and files.
  • Generally, if you find yourself second-guessing good business decisions based on your web host’s temperament that day, your host has gone rogue. It’s time to get out.

How do I regain control of my website?

Okay, so you’ve decided to break up with your web host. It turns out that breaking up isn’t always easy to do. There are several aspects which you must consider:

  • Domain Names
  • Website Files
  • Databases
  • Email

The most important part is your Domain Name. This is your company identity – guard it as well as you can. We always recommend having your domain names hosted in a separate location from your website. That way, if your host goes rogue, you still hold the keys and can always simply point the DNS at a more reputable target while you work behind the scenes to regain control of your files. If your bad host is also in control of your domain name, the process can be more involved, but is still doable. Here are the steps we recommend for regaining control:

  1. Make certain that you are paid up on your hosting and domain registry fees. Sometimes, hosts will hold you hostage until you pay your bill. Domain registry fees are even more important, as failing to pay them can cause you to lose ownership of your domain name entirely.
  2. Do a Whois lookup on your domain and look for the Administrative Contact’s email address. If this is set to an email address you can check, transferring the domain will be simple. If not, see if you can change it in your host’s control panel.
  3. Set up an account at GoDaddy or another Registrar of your choice. Make sure it is not the same place where you wish to host your website. From here, begin a domain transfer. An authorization code will be sent to the Administrative Contact on the domain. If that is an address that your host controls, they will receive the email.
  4. If your host received the authorization code, you should submit a formal request to the host that they forward the code to you. If email or phone requests are ineffective, send a USPS Certified Letter. If the host is still unresponsive, send one from your lawyer. If your host/registrar is approved by ICANN, they are bound by certain legal requirements.

Website Files are usually easier to obtain. Very few hosts – even if they’ve gone sour – fail to provide at least FTP access to your site. If not, you can use a website downloader tool such as HTTrack to download an offline copy of the website. Keep in mind that this will not download any server-side code such as PHP.  Depending on the complexity of your site, this may or may not be the final word, but, it is better to at least have a working offline copy in case you need to hire a developer to restore the site to operable status and need a frame of reference.

In order to backup your databases, you will either need access to a hosting control panel or a clever developer. If you are unable to backup your database through your host’s control panel, sometimes it can be done with code. One trick I’ve used in the past is to install a copy of phpMyAdmin in a folder within the live website, examining the website files to find the database login information. This, of course, requires that you have at least FTP access to your server. If phpMyAdmin will not work, a good developer can sometimes write custom scripts to export essential database tables.

Email addresses will most likely need to be recreated on the new host regardless of your situation. Make sure that you have a list of your active email addresses before making the move. Additionally, for any accounts that have a lot of important emails stored, use a program such as Outlook to download existing email from your host before pulling the plug. It is a good idea to do the final transfer on a weekend or late at night when you are unlikely to miss important emails during the switch.

So as you can see, though bad web hosts can be a nightmare to deal with, they aren’t the end of the world. Here at Appletree MediaWorks, we have navigated some of the worst and come out on top. Feel free to drop us a line if you find yourself unable to navigate these troubled waters. We’ll be more than happy to help. And we won’t go rogue on you – we promise! (it’s super bad for business) 🙂

Using Business Postcards in a Digital World

Are Business Postcards still relevant?

Among all the hubbub of a digital world it’s easy to forget that traditional methods are still a great way of getting your message across to customers. As another option, business postcards are a unique means by which to maximize the reach of your business message. They can reconnect you with old customers while attracting new customers who would prefer not to turn the computer on unless they have to.

Print-at-home company Business Card Star gives a few pointers to get the most out of your postcards1:

  • Keep your message simple, with an eye-catching design and a clear call to action. This could include an in-store demonstration or even your website url where they can learn more.
  • Postcards have a very personal appeal and this can be used as a means of reaching out to your customers for thank-you notes or follow-up contact. A simple, appealing design on a postcard can be a fun, casual, means of stationary.
  • Postcards can be useful as a guide or a reference card, with a chart or a usable list of information related to your business.  It keeps your postcard at hand, and within reach and sight of your customer.
  • If you want to keep track of how people are using your postcards, you can create trackable coupons which both ensure your card’s call for action, and give you the information you need to decide how to continue your marketing campaign.

At Appletree MediaWorks, graphic designers must be experienced in both digital and print graphic design because not everyone has a smartphone at hand to hop online for everything. Your business message could be lost in a digital world, while postcards still grab the attention of customers you would otherwise miss.  This personal touch and a physical object that a person can hold creates a memorable impression to both those who appreciate the high tech, and the customers who are a little more traditional.

With so many options for reaching your customers it can be overwhelming to decide which way to market your business. Give Appletree MediaWorks a call and let their experienced team do an analysis of your marketing efforts and help guide you through the solutions for your business.


1. Business Card Star: 5 Ways to Boost Your Business with Postcards