Pin ItLink building is a practical way to increase the reach and effectiveness of your website in an abstract way. What I mean by that it is simply this, anyone can see you doing link building, but it is very hard to see and understand how link building benefits your business.
The main value and utility from link building comes from increasing your SEO ranking in search algorithms and boosting your ranking higher on search engine lists. Obviously, you want to appear higher, but how important is this? This study from leaked AOL data shows how valuable being at the top is. If you are at the top, you are almost four times more likely to be clicked than the number two result and more than five times more likely than the number three result. No matter where you are currently in the ranking Effective link building can make you number one and bring in significantly more traffic to your site.
Unfortunately, the value of link building is abstract and not exactly quantifiable. Outside of the people designing search algorithms, no one really knows what goes into the calculation and ranking of pages. Outsiders have an understanding of how they work, but there is no simple way to just jump to the top. Even still, with a few proven tricks, you can inch your way up.
Link building can happen in a variety of ways. The best and most organic way for this to happen is to have outside media link back to your content and website. This way you are getting link representation without paying or having to do work in any special way. This does require interesting and unique content that people want to read. A great way to do this is to run a company blog where you can write about important things related to whatever field you are in (such as social media marketing, if you were so inclined...) and try to get your stories to go viral or referenced. This will attract people to link to you, while also attracting and educating customers.
Another semi-organic way to build links on the web is through your customers. By giving backlinks that they can display on their site or social media accounts, you can drive traffic to your site while still making a profit. If you have a good product, your customers will want to tell their friends, and this gives you a good opportunity to have them spread the word. Both this and content creation allow you to do more than boost your ranking, they allow you to improve your brand image and company reputation. If people are interested by what you are writing or their friends are telling them how awesome your products are, they will be more interested in you.
Finally, you can go the inorganic route and go out and place your links in certain locations. You can submit your links to directories and listings, some of which are paid. These simply cause you to be viewed and recognized among other companies on the website you submitted your link to. Also, you can post links on guestbooks or in forum signatures on websites around the internet. The problem with the inorganic method is that there is very little value in most of these links. You are getting a small ranking bump from these links, but nothing to improve your reputation or image. These methods are a last resort that should be avoided if possible.
So link building is simply raising your ranking and improving your spot on search engines. Though it is confusing and a little mysterious, this process can be achieved several ways, and it will help attract more clients that are already interested and want something you are offering.
Posted by
Anne Craft on Fri, Feb 17, 2012 @ 02:29 PM
Do you care what other people think of you? I mean, REALLY care? What about your business?
On a personal level, many people don’t really care about what others think of them. That could lead to quite a philosophical discussion. But if you own a business, you better. It’s called brand management, and it’s imperative to the success of your business.
Would you leave sales signs up in your storefront two weeks after the sale had ended? Would you leave a broken display in the front window for all to see? Would you hang up on a potential customer that called your store for information? Of course you wouldn’t.
But this is exactly what many business owners are doing—with their online storefront. How many times have you been to a website with outdated information blinking on the home page? How about broken images or links? Or even just a website design that is obviously old and difficult to navigate? If your website is not up to date and easy to use, you are losing business!
Just like a billboard, you have 3 seconds to impress your audience. The beauty of a website is that if you impress your visitor and give them a reason to stay, your site can actually convert your visitors into leads and your leads into customers. This is the holy grail of online marketing. In order to do this, keep it simple, but make sure you include the following:
- Contact information is easy to find and easy to use. A contact form that goes directly into an email that is seen and responded to quickly is the best practice.
- Your location is evident. If you have an actual storefront, include a map, or even better, a “get directions” widget.
- All information on your site should be easy to find with only 3 clicks. Yes, 3 clicks. People are impatient. You won’t get a second chance.
- If you are selling something directly from your site, it should be on the home page, and the buying process should be effortless. Give as much information as possible in the least amount of space.
- Use some up to date graphics with people in them. Most people don’t care about your company, they care about what your company, products, or services can do for them. Use images that elicit positive emotions surrounding your brand.
You only have one chance to make a first impression. Make sure it’s not wasted with poor web design.
Check out some of these beautiful first impressions, brought to you by UZoom Media!
Pin ItBrands across the globe make headlines for their successes and failures everyday. The difference is some have blatantly disregarded their customers, while others have gone above and beyond to make customers feel appreciated and their reputations reflect it. Companies can quickly gain a poor reputation as a result of negative customer reactions online through social media platforms and review sites. Customers are paying attention, and they are talking – are you listening? If not, you might be in for a wake-up call.
If companies have not yet learned to listen to their customers online, they will once a big mistake is made. Verizon has recently learned this lesson. A few weeks ago, Verizon announced that it would be charging customers a $2 convenience fee for online or mobile bill paying. As you can imagine, customers were not too happy about this – it even became a trending topic on Twitter. It took less than a week for the outpouring of customer frustrations online to convince the giant mobile provider to withdraw the fee. Talk about power of the masses!
Verizon is not the only company responding to customers. Domino's Pizza has completely turned around its reputation by “facing customer criticisms head on.” A few short years ago it was no secret that customers did not have a high opinion of Domino's Pizza. Rather than hiding these negative reviews, Domino's decided it was going to listen, and faced its critics head on. Their head chefs did a complete makeover of the Domino's Pizza recipes with new, fresh ingredients. It used the makeover to create a new advertising and awareness campaign called “The Pizza Turnaround”. Customers definitely have noticed and appreciated the improvements. As a result of their reputation turnaround the first three quarters of 2011 has provided Domino's a net income of $10.8 million more than the first three quarters of 2010. It definitely pays to listen!
We touched on this story in a recent blog. Check out the video below for the complete story – it's pretty impressive.
The bottom line is listen to your customers, especially online where they are most honest. If they are talking negatively about your brand, rather than taking it personally, do something about it! Prove to them that you value their opinion and are using it to improve their experience. Once customers feel valued they will become your biggest advocates.
Pin ItEmail Marketing has a negative connotation with people, due to years of spam and junk mail filling people’s inbox. But it doesn’t have to be that way. You can use email marketing to reach out to old customers or potential customers. Effective email marketing can take your company to the next level.
There is more than one type of email marketing campaign a company can undertake. One is for sending a marketing message to a list purchased from a company. This has some advantages for companies in certain positions, but not necessarily all of them. A more effective, targeted strategy for email marketing is to send information to potential customers that have already shown an interest in your product. Through lead capture forms on your website or Facebook page, you have a list of people who already willing and excited to hear your message.
Using a list requires a company to have a very specific position. With advances in spam detection and prevention, it is much harder to reach customers through in this way. And even if you do reach them, you don’t know if they are going to even open and read it. A 2010 study shows that, at best, only get 34% of recipients will open your email if you send it using a list. Unless your message is very strong, it is very difficult to get much return on what you are sending out.
That said, using a list is a great way to send out a message to a large masses of people. You can create a greater amount of brand knowledge and just let people know that your company exists. It always helps people learn who you are and what you do. Not all of these people are potential customers, but hopefully you can get referrals to someone that is.
The other option for your email marketing campaign is to use a campaign using emails gathered from lead capture forms on your website. This method allows you to target your campaign to customers that are already interested and have knowledge of your product. Instead of trying to blindly target people who have no interest/knowledge in what you do; you can target people who are already engaged with what you are selling. Would you rather get the guy who uses your product once a year to use it three times, or the person who uses it 200 times to use it 50 more times. Or the person who is interested in switching from a rival who just wants that one piece of persuasion to leave their current provider. Unlike the mass blanket marketing that a list provides, this is targeted to people who are already interested and willing to receive your message. Therefore, it is more effective and reliable than just mass emailing.
So if you want to reach people through email, these are some great ways to do it. Do not rely on email as your only outreach method as spam filters and open rates do not leave it as the best way to communicate. Even still, you can target people who are in a better position to receive your message and can drive traffic to your website.
Pin ItEveryone knows that the Super Bowl is the Mecca for advertising and commercials. In recent years, even these ads have began to take advantage of social media and web media. Driving traffic and buzz to the web is an extremely effective method to get customers talking about your product.
The company that first effectively used the Super Bowl to drive web traffic and create a buzz online was GoDaddy.com. By using racy ads on the TV and saying the “unrated” version of the ad was available online, they were getting viewers to go check out their website and tell others about what they saw. Their most clever ad didn’t even include anything racy, they simply said that online there was a racy ad and showed a group of people ignoring a football game to watch the ad on the computer.
From GoDaddy, Super Bowl ads have grown out and almost universally incorporate social media. Now ads will refer to their Twitter account or their related Facebook page. Even Twitter hashtags show up to create a conversation for viewers. With the rise in smartphones fans have access to the web wherever they are watching the game.
Youtube has been a boon for Super Bowl commercials. What is better for these companies than having their 1 minutes spots online as soon as the game is over. This season, Honda has taken the Youtube strategy and flipped it on its ear. Instead of creating buzz with their ads during the Super Bowl, Honda started early releasing a 10 second clip of their ad for the CR-V featuring Mathew Broderick as Ferris Bueller.
Only giving the date of the Super Bowl, the internet was abuzz trying to figure out if it was an ad or if it was a sequel to the beloved 80’s movie. The full length version was later posted; it is an excellent homage to the original film.
Interestingly, they used Youtube to preempt the Super Bowl with their ads in an attempt to stand out in the crowd. With all of the ads that will play, it is easy for one ad to get lost in the crowd. Several other companies are doing similar things, with Volkswagen already releasing their sequel to their popular Darth Vader commercial from last year.
It is easy to see how some of the most popular ad campaigns from the past would function in the age of social media. Budweiser would certainly be promoting #wazzzzzzup after the legendary commercial from 2000. The 1984 Apple commercial seems perfectly positioned in the age of Anonymous, social media and revolution and would certainly get plenty of debate.
Social media is no longer a background concern for companies when planning advertisements. They have to consider how to drive customers to their social media platforms and how to create buzz on the internet. The best ads are designed with social media at the core of the campaign so the products can be integrated across multiple platforms and viewers can drive discussion online and off. Social media is the future of advertising and the Super Bowl is where the biggest ads show up.
Pin ItWith the Republican primary season in full throttle, we thought it would be a good time to look at the ever–expanding role social media is playing in our election process.
You only need to look at the incredible success the Obama campaign had in 2008 in energizing large masses of committed individuals, particularly young voters, utilizing Facebook and Twitter to realize the power of social media in politics. Social media was used with great success to distribute Obama’s message, engage with voters, attract and coordinate an army of volunteers, and solicit and collect donations.
Political candidates and their handlers have certainly noticed. They learned that unless they are involved and active in social media, they are missing out on a large demographic of voters. The power of social media is great, and all serious political operatives recognize that.
Many campaign managers are not well versed in how to manage the online aspects of an election. That is where a Digital Marketing Agency comes in. Digital Marketing firms know how to captivate and interact with an online audience, so getting one involved could make all the difference.
While most campaigns now have a great website and some kind of social media presence, what they are lacking is the strategy behind it. Looking back at Obama’s campaign, his opponent McCain also had an online presence. But only Obama leveraged it to its full potential.
Once a political website is set up, all of the campaign’s social media channels should be focused on directing users back to the site. Facebook, Twitter, YouTube, Google+, and other social channels should all work in concert. All traffic data should be analyzed to assess which channels are working and which are not. This analysis forms the basis for plotting the campaign’s next strategies. In addition, these social sites can be a main point of contact for voters. Participating in live conversations, confronting negative comments, and spreading positive words will help voters to feel heard and appreciated, which is what they really want from their elected officials.
2011 proved the political prowess of social media; think about the recent uprisings largely led with an online force in Egypt, Syria, and the US. In Egypt posts on Facebook and Twitter lead to huge demonstrations protesting the government. In Syria viral videos are fueling frustrations of the public. And in the US, after the government announced possible legislation (SOPA) restricting internet access, social media was the dominating channel of communication regarding the bill. The public, along with many websites, were so outraged that it produced over 2.4 million negative tweets, 7 million online petition signatures, and over 200,000 phone calls. Though the discussion is still not dead, social media was instrumental in killing the original SOPA bill.
The modern political campaign must utilize a combination of both traditional and new media and continually assess the effectiveness of each in order to reach and influence the greatest number of voters. Most 70 year olds are not on Twitter, and most 18 year olds do not watch debates. Your Digital Marketing strategy will help reach all of these audiences in the medium they choose and at the time they choose.
Pin ItIn doing creative work for over fifteen years, you run into all sorts of different types of people. You will have to apply your creativity to a wide variety of mediums and purposes over your life as a creative professional. So, it helps to know what types of clients will have you spending most of your time and money trying to please…at the expense of real growth in your firm. When you have to spend three times the amount of energy on a client who is not playing nice (for whatever reasons); it takes three times as much productivity out of your operations. That means…money.
That’s not to say that 99% of the clients I have worked for weren’t great. If you have any success, you know the type: Reasonable, professional human beings with an understanding that this is a team-process and they are members of that team. That’s how I would describe almost all my encounters with the scores of clients I have worked for. Most people understand that they are part of the team, but they hired you for your skills and will let you put them to the best use.
There are, however, the 1%. Let me introduce you to them and give you a way to combat each of them:
The enigma client: “I don’t know what I want but I know it when I see it”
The enigma client is a pain in the butt because they aren’t easy to please and can’t give you a good direction to go in. “It’s all up to you Sparky, make your best guess! Read my mind!” Clairvoyance is a common trait that you will have to develop if you want to work with this client.
Remedy: Most people aren’t trained in visual arts, communications, or in the field of expressing creative works. Their experience comes from consuming and responding to the works, not in creating them. So lighten up a little bit and guide them through the process. Get them to understand the proper terminology and concepts without being preachy-teachy and you won’t have this problem. Drop the jargon. No one knows what a “bleed” is but everyone knows you should leave a little on the edge so that the printer/cutter doesn’t hack off too much and make it look like crap. It’s hard to avoid industry language, but challenge yourself. And put yourself in the client’s shoes: They are scared shitless. This isn’t their bag, this is where they need help so don’t horrify your patient while they are on the table.
The duplicitous client: “I want what I don’t want”
The duplicitous client is always talking out of both sides of their mouth. They will tell you one thing, then take it back. Somewhere in their childhood they were hurt by a designer, and now they are going to take it out on you by getting you to start and stop while running around in circles.
Remedy: Step-by-step process that requires signed acknowledgement to proceed. A duplicitous client can’t claim that it wasn’t them who signed off on it. But, they have tried. It just never works. Once caught, they also tend to stop the games.
The meddler: “Forget what I just said and all the work you did getting me what I wanted. Now, I want it to change it yet again.”
The meddler is a poor unsatisfied and unconfident person. They let their fear dictate their fate and can’t make a decision…or worse don’t value your time and effort and feel righteousness in making a lot of changes. They will nickel and dime your operation to death and are horrible for moral. These seem the most benign but end up killing the host. They usually make a small request and you respond with “no problem I can fix it” and the next thing you know six months have passed and YOU are paying the balance in man-hours.
Remedy: Spelling out everything in detail BEFORE the contract is signed. Make sure it is reiterated often enough politely during the entire process. You should set a cap on the number of changes made in each stage. For instance, the beginning stages should expect a lot more change than the final one. You haven’t come up with anything when you start and you are refining at the end. Endless revisions will kill you…and your shop. Do NOT let the perfect become the enemy of the great. Repeat that line to the client, almost as a mantra.
The silent but deadly client: “I don’t like anything you are doing but I am not going to say anything about it when there is still time to change it.”
The SBD seemingly comes out of nowhere. They smile, nod…laugh at jokes. Seem to be a part of the process. Don’t have any questions, don’t have any suggestions to make changes. They appear hunky-dory. Until of course, they tell you how much they hate the work and feel that you aren’t professional because it isn’t what they wanted. And that they are done with you. At which point you can literally hear a record needle tear a hole in some vinyl.
Remedy: This is tough. There aren’t too many signals so it’s hard to know. You should be getting plenty of feedback both positive and negative from your client as you go through the creation process. But, if you aren’t getting anything…it’s kind of like that serial killer. You know, the one who was so normal and quiet but ended up having 27 hikers buried in the side yard? Yeah…so you need to make sure they are interacting. An open environment where they can voice displeasure is needed. And it sucks, but it’s up to you to get them to tear you a new one.
The copy-cat: “Just do it exactly like someone else did. You can do that, right?”
The copy cat has probably stole every idea they ever had from someone else. They are the guys that wear the Rilex watches and use clip art for logos. The demeanor reminds you of used-car-salesman and their lack of respect for thoughtful communication processes will test you.
Remedy: Make an analogy that they will understand, about how you could just copy one of their competitors. They just need to understand that creative work for the most part takes work and that it is worth something. They know that they already have something that they like…so it should not be hard to steer them in the right direction. All you have to do with the copy-cat is to WOW them. Once they see how much better it is, then they will get it.
The black hole: “Nothing you can do will satisfy my dark, empty soul”
The black hole is an asshole. There is nothing you can do to help save them.
Remedy: There are only a few times in life where you really have to step up in a way that defies convention: Fire the client. Some people are so rude, ridiculously arrogant, demanding and insufferable that you just have to stand on your principles and tell them to get the @#$% out. Attitude is what drives success, and they will spread cancer and discontent throughout the organization. If they are your biggest client, go find a new one. The Titanic was big once too, but it dragged everyone down with it. Now it’s the world’s largest metaphor for EPIC FAIL.
The glutton: “What more can you give me? It can’t be that hard to be creative…”
The glutton is that fat guy with the food on his chin who wheezes when he talks and is always there to insult you that you aren’t bringing him enough food. The glutton is never happy.
Remedy: There needs to be instilled in the process some list of expectations and parameters. NEVER let your client pressure your creative guy to do a little more. The expectation that work=money has to be set so that anything outside of what is agreed to may have an additional cost. That’s a conversation between management and the representative…but it must leave the creative professional out of the mix and not making the decision to “add value.” The glutton can “subtract value” from your bottom line, exhaust your employees, and put them into unnecessary conflict.
Bottom Line
Bottom line is, you have to do right by the client. They are paying you. Until you have your own stuff paying your own bills, well, that’s the way the cookie crumbles. Clients pay you for your skills and services, and you should do everything in your power to get that done. But you don’t have to accept abuse and you should know the warning signs. Because a bad client isn’t just bad for the bottom line, it’s a creativity killer.
Pin ItMaintaining a consistent brand across all online platforms is critical when trying to grow a business. Between YouTube, Facebook pages, Twitter, Websites and promotional materials it is important to have a consistent brand for consumers to see every time they see you.
Branding is your company’s image and identity and is created through your logos, color schemes, name and actions. Excellent branding is just as effective as advertising when it comes to maintaining recognition.
Brand consistency is taking that concept and applying it across multiple media platforms. It is making your web presence match your live presence so customers can find you at all times. It is maintaining your brand over several years through changes in the marketplace or in consumers. It is making your brand the same in all forms of media, and maintaining that consistency as new forms of media open up. It is your Twitter avatar, logo, website header, and business cards all maintaining the same look and feel so consumers think about your company the same way every time.
By keeping a consistent and memorable brand, you will be able to build recognition for consumers which will keep customers coming back for more. When you think of a pair of shoes you think of the Nike Swoosh or the Adidas Stripes thanks to years of branding themselves as a leader in stylistic shoes. They began their branding years ago, but even now they maintain their brand through consistent naming in all social media platforms.
A consistent brand also builds trust with customers in your product. If you are constantly changing your name and image, customers will see a lack of trust and faith in your own product and will be less likely to purchase from you. With all of the different mediums that consumers can see your brand now, it is important to present a uniform image to consumers of all types.
Proper branding consistency is especially valuable for small companies without a lot of money. Instead of spending money on complex advertising campaigns in TV, radio and print media, a company can maintain an image through social media and web. With a consistent brand, customers and viewers will see your image and remember you. Additionally, you will be recognizable on a variety of platforms, ensuring that people will find you. If you can maintain your brand across multiple platforms, it will make it easier for people to connect and engage in whatever medium they choose.
Once you have a positive brand image, it needs to be cultivated and maintained. Your brand can easily be impacted by a negative experience or event, and a negative brand image can be very difficult to shake. It’s hard to come back from being the tire manufacture that has tires explode, even with excellent brand recognition. With work an image can be changed or restored, but that takes years of work and money to rebrand and redesign your image. Consistency can help break that issue by presenting a unified message to people everywhere. Domino’s Pizza just underwent one of the most extensive rebranding processes by having a consistent brand message across multiple mediums. Using TV and Youtube they explained the process that they went through to try and make their pizza better. On their Twitter they respond to complaints about their food or service aggressively. They are now the pizza company that listens to it consumers and is willing to reach out and change things when issues arise.
Branding and brand consistency are important issues for companies to consider at all times. Monitoring their image and brand allows companies to maximize their space in the market place and address issues as they arise. Maintaining a consistent brand across multiple platforms lets companies see how people in different markets respond to their brand and can address those concerns in similar ways.
Posted by
Anne Craft on Fri, Jan 20, 2012 @ 02:33 PM
If you’re starting a business and don’t have a lot of cash on hand, or need a website but need something quickly, Facebook can be a cost effective way to get your business online. The biggest advantage, of course, is the cost.
Facebook business profiles can, in fact, mirror the functionality of a website. Here’s a short list of how.
- You can load logos, and/or profile banner graphics that brand your business professionally.
- You can create custom tabs that mimic different web pages that would otherwise occur on your site.
- You can embed contact capture forms to gather names, emails, and other user information for further marketing efforts.
- You can connect your blog, Twitter feed, and YouTube channel.
Some other advantages are that people spend a lot of time on Facebook, and have a higher chance of seeing the information that you post by chance or because one of their friends shared it. In addition, because people are trained to share that kind of information by the nature of Facebook, they are more likely to do so within the platform. And since Facebook has released its advanced search features, you might even show up in a Google Search, depending on the competitiveness of your product or service, and how well the copy on your business profile has been optimized.
But using Facebook as your website is not optimal. You cannot optimize a Facebook page to show up in the organic listings the same way that you can optimize a traditional website. Other SEO activities such as directory listings and creating backlinks don’t help your SEO efforts. And let’s face it. When we go to a Facebook page, we want the quick and dirty information. What you need to say in the copy of a web page may be too long to accomplish in the space you have allowed in Facebook. The navigation is also limited.
So while you can get away with using Facebook as your web page for a while, it should definitely not be your end goal. Make it a stepping stone, not the destination in your internet marketing strategy.
Take advantage of our ½ price custom tab for your Facebook page by clicking here!
Pin It“Why would someone put a guarantee on a box? Because they know they sold you a guaranteed piece of S***! That’s all it is, isn’t it? Listen, if you want me to take a dump in a box and mark it guaranteed, I will. I got the spare time.”
-Chris Farley, Tommy Boy
The point, although not eloquently put, is increasingly relevant to today’s small business. Guarantees, even lifetime, have legal limitations. Guarantees that aren’t possible to attain in all cases but claimed in advertising is not only misleading—it’s fraudulent. What we are talking about are the rise of “quick buck” B2B firms, and how they can all claim to get you to that #1 ranking in Google.
I sense you are belly laughing, because you know the score. For those that don’t, claiming you can get anyone to #1 in the search rankings is like getting approached by a creeper in the bar who claims he is a CIA agent and in his pants is the microchip that they are after. It’s up to you, to save the world…
Okay just a bit of poetic license I suppose but it’s not what it seems and isn’t what works. The reasons are plentiful, but we’re going to look at a few for this blog:
- Search Engines’ formulas are a trade secret
- Search Engines’ formulas constantly change
- Search Engines’ primary focus is delivering relevance to the search user only. Just like Honey Badger, Google don’t care. Google don’t give a shit. It’s just bad-ass.
The formula for each of the search engines is like Coke’s. Exclusivity is in the intellectual property and in its core competency. Simply put, you don’t go violating the “#1 rule of Search Club, and talk about Search Club.” It would be enterprise suicide to let everyone who could make a buck off of gaming the rankings and skewing the results for users.
So, to combat those who label their feces and try to apply a puff of perfume and a bit of polish…the search engine companies change their formula.
Inside the head of the engineer at Google who spots someone trying to game the search rankings:
“Oh, so you think that by dumping miles of ‘invisible’ keywords throughout your site will get you ranked higher? I don’t think so! So you want to make a few thousand pages with a small tid bit on a popular search terms and then linking to your ecommerce site? Aw, hell no!”
You get the point. It’s warfare between
SEO/SEM riverboat gamblers and the search engine companies, and it’s kind of like the warfare between medicine and germs. Every time someone comes up with a way to “guarantee” a first search ranking (independent of the value to the end user-the searcher); Bing flings a ping and hits them in the ding-ding. Yahoo make the yahoos yell “yahoo!” Google…well the Search God banishes you to Elba. No more high horse for you, and get your hand out of your vest. Weirdo.
The search companies want what you want…to find what YOU want. Not what a marketer wants you to find. So how the hell do you combat that?
Be relevant. And
call us. We’ll help you be more relevant.