Blue Archer Blog

The first phase in Blue Archer's strategic marketing approach: ECCO.   Logically, before your website can become effective, your market must be exposed to it. Every website strategy must include exposure strategies. How will you drive traffic to your website?

At Blue Archer, we leverage a strategic marketing concept we created called "ECCO." It's something that we try to impress upon all of our clients as well. It's a simple, straightforward concept that we utilize as a high-level litmus test to ensure that everything we do is strategically conceived.  ECCO stands for Exposure, Credibility, Conversion, and Ongoing Care.

Not too long ago, I had a conversation with a prospective client. He was the marketing director of a relatively well-known supply company. One of his employees had asked me to speak with him about SEO. Here's how the conversation went (names have been changed...).

One of the most important aspects of gauging the success of your web presence is tracking how many viewers actually visit your site, and how those viewers experience it. Everything from where your viewers are coming from, how long they stay on the site, and the path they take when browsing your website are vitally important to improving your web presence.

Understatement of the year: we generate lots of ideas at Blue Archer.  Every day here consists of brainstorming in some manner - in private, out loud, on paper, and sometimes in the form of dance. The goal isn't to evolve each and every idea into a fully-realized goal. We take a "baseball" approach, where batting at or near .300 is considered pretty good. Think up 10 innovative ideas, implement 2 or 3, and your company will always provide clients with something fresh and applicable.