How Visual Search is Changing SEO

They say a picture is worth a thousand words, but these days it’s worth a whole lot more when you consider the increasing value of visual search engines.

While it’s unlikely that visual searches will completely takeover standard text searches, the eCommerce industry is already benefiting from the new technology.

Think about it– have you ever been out and an item someone had caught your eye? Maybe it was a pair of shoes, a watch, or a handbag that had you thinking, “I just have to know where they got that!” Well, with the emergence of pixel-by-pixel visual search technology, you can simply snap a photo of those cute shoes and find them instantly online.

This is significant for eCommerce because, through visual search, buyers can find brands and products quickly and easily, without having to scour the web using hit-or-miss keywords.

The Emergence of Visual Search for SEO

Remember that infamous green Versace dress that Jennifer Lopez wore in 2001? If you do, then it might not come as a surprise to know that the desire to find images of her in that dress is what prompted the demand and concept for Google Images. 

Ten years later, Google introduced a Search by Image feature, which allowed for reverse image searches. This feature makes it possible for users to search for an image by either dragging and dropping a photo onto the search bar, uploading a saved photo, or copy and pasting a URL that points to an image into the search bar. 

So why is it just now changing how we approach SEO?

Well, another ten years of technological improvements have had a lot to do with it. Visual search has evolved to the point where technology can identify and compare every pixel of a picture. This enables the visual search engines to refine results according to color, size, shape, and other distinct details.

Currently, the major players in the visual search game are Google Lens and Pinterest Lens. But with the advancement of pixel-by-pixel technology, offering a visual search tool is becoming more accessible for others. Bing, TinEye, and ASOS are among those companies that now feature a visual search tool. And we can expect even more companies to follow suit. 

Visual Search Strategies

According to the Search Engine Journal, only 35% of marketers plan to optimize for visual search through 2020. And yet, the technology is rapidly improving. That means that the companies who do optimize for visual search will have a leg up on their competition. Plus, when optimizing for visual search, some of the most fundamental SEO practices still apply. 

Here are some strategies that can help your business capitalize on the increasing value of visual search tools.

  • Use descriptive alt-text for indexation
  • Submit images to an image sitemap
  • Focus on boosting organic image visibility
  • Use unique images, not stock photos
  • Add captions when appropriate
  • Optimize image titles and attributes with keywords
  • Optimize for ideal image size and file type
  • Optimize images to render on mobile and desktop displays.

A simple way to lean into visual SEO is to start by ensuring you have several images for every page. You’ll also want to host your images on trusted pages and ensure they are saved with file names that contain related keywords.

It’s also important to note that images should be displayed clearly and have a single focus so that visual applications have an easier time processing them.

The Future of Visual Search

The future of visual search involves a more sophisticated way of deciphering images. When we look at images, we see beyond a sea of pixels. Instead, our minds automatically identify patterns and shapes based on past experiences. 

So, while visual search technology has improved, it is still far from capable of organizing images in the same way we do. Thus, the advancement of visual search technology is primarily focused on recognizing different shapes, sizes, and colors in images in the same way the human brain does.

For example, companies such as Google are investing a large number of resources to understanding neural patterns that expose how our brains interpret visual information.  

In the near future, the retail industry is expected to gain a significant edge with the use of visual searches, as this makes finding products easier than ever. 

Though it’s hard to predict exactly where visual search will take us, we know for sure that it’s not slowing down. Considering Gen Z’s preference for images over text, we should anticipate a rise in both the development and use of visual search technology.

Peak Cares: Supporting the American Heart Association

In celebration of Valentine’s Day, PeakActivity is raising funds and awareness for The American Heart Association

Peak Cares

To ensure that philanthropy remains at the heart of PeakActivity’s culture and organizational structure, we established Peak Cares.

Through Peak Cares, we help local organizations with marketing and communication strategies, pro bono software development services, and company-wide Service Days that keep us engaged with our community in meaningful ways. 

The American Heart Association, Habitat for Humanity, and Kids in Distress are just a few organizations that PeakActivity frequently supports.

This month, Peak Cares is once again partnering with the American Heart Association in their mission to see a world free of cardiovascular diseases and stroke. 

Why? Because heart disease continues to rank as the leading cause of death worldwide. And yet, an estimated 80% of cardiovascular disease, including heart disease and stroke, are preventable. 

We know that the AHA is doing amazing work in advocacy, education, and research, and we want to help!

Our goal is to raise a minimum of $5,000 for the AHA while supporting their heart-healthy initiatives.

American Heart Association

The American Heart Association is the nation’s largest and oldest voluntary organization dedicated to fighting heart disease and stroke. 

Their overall mission is to be a relentless force that creates a world of longer, healthier lives. 

More specifically, the AHA’s 2020 Impact Goal is to improve the cardiovascular health of all Americans by 20% and reduce deaths from cardiovascular diseases and stroke by 20%, all by the year 2020.

So far (since February 2018), the AHA has reduced the number of deaths from cardiovascular disease by 15% and stroke by 14.3%. 

Donations to the American Heart Association help to fund innovative research, advocacy, and patient support. 

Additionally, donated funds contribute to more effective treatments, first-responder training, and educational programs that empower our families and communities to live heart-healthy.

Want to learn more about the AHA? Click here for the Life-Saving History of the American Heart Association (PDF).

Walk With Us

We’re getting together to raise funds, celebrate survivors and have fun along the way at the 2020 Broward Heart Walk on Sunday, March 15.

Want to support the AHA with us?

You can help the PeakActivity team reach our fundraising goal by walking with us or donating to the cause. 

Your contribution will help us save and improve the lives of others through research, education, and emergency care.

This is not just another finish line. It’s a movement for the health and well-being of us all. We hope you’ll join us!

The Power of a Positive Workplace

With a Look Inside the Culture at PeakActivity

What Does a Positive Culture Look Like?

Some people are surprised to find out that positive workplaces do exist. If you’re someone who’s unfamiliar with what they look like, let us paint a picture of that elusive positive workplace culture for you.

Trust / Support

Trust in leadership and trust in employees can be found in positive cultures, and should not be underestimated. When employees know that their managers and/or teammates have their back, it provides the support needed for creativity and risks. And when employees face challenges such as accidents, illnesses, or personal tragedies, an understanding and supportive work environment can help ease anxiety and reinforce commitment. 

Confidence / Pride

A positive workplace culture can sometimes be identified by the amount of confidence and pride that employees show for their job or company. In a positive environment, leaders have confidence in their team’s abilities and, likewise, employees have confidence in their leader’s direction.

Productivity / Engagement

It’s no secret that a positive workplace environment is a productive one. In a negative environment, employees don’t want to come to work; but in a positive environment, employees are excited about coming to work and are highly engaged.

Communication / Teamwork

In a positive workplace, you’ll find communication and teamwork. Leaders set clear expectations, and employees understand what is being asked of them. People talk about ideas and bring up issues before they become problems. Employees communicate to improve their teams and speak positively to one another. 

Onboarding / Training

Onboarding is a big indication of what to expect from a company’s culture. In a positive environment, new hires are guided through their responsibilities and necessary processes. Good employers invest in good hires, and that starts on day one. And, in a positive workplace culture, training is an ongoing commitment. If a company is proud to offer their employees opportunities for professional development, they likely have a positive workplace culture.

Benefits of a Positive Workplace Culture


If it’s not obvious by now, positive workplaces are productive. Employees understand their role and the importance of their work, and they know whom to ask for help. 


Not only are positive workplaces productive, but they also exceed expectations. When employees feel acknowledged as individuals, they are more likely to deliver work that exceeds expectations. They know their work is being looked at as an extension of themselves, not just as a nameless deliverable, thereby encouraging them to contribute in meaningful ways.


Employees who work within a positive culture are empowered to think independently and make smart decisions. Given their supportive environment and ongoing training, it’s easy to understand why employees would feel empowered in their roles.


Happy employees don’t leave. And, if they do, chances are they leave on good terms. A positive workplace that fosters a culture of employee satisfaction will help retain your best employees and keep your team moving forward. 


In a positive work environment, employees see opportunities instead of problems. When issues arise, there is a focus on collaboration and creativity that leads to finding a solution. In a negative environment, issues are more likely to prompt blame or frustration, turning opportunities into obstacles.

Culture at PeakActivity

As you can tell, creating and maintaining a positive workplace culture is super important. 

While it’s no easy task, here at PeakActivity we attribute much of our success to the culture we’ve created. So, to help you understand how a positive workplace culture can impact company success and employee fulfillment, we’ve asked our team to share their thoughts on the culture at PeakActivity. 

Here’s what some had to say:

“Collaborative. Teamwork. Family”

– Neil Gross

“Our culture is professional and trusting, where everyone is dedicated to making everyone succeed.”

– John Lambrechts

“Challenging and Friendly”

– Clayton Gravely


– Maria Mendoza 

The unifying theme of our team’s feedback has to do with a sense of togetherness. As the old saying goes, you’re only as strong as your weakest link. For each person to be successful, PeakActivity has cultivated a sense of trust among employees in which mutual respect and solution-oriented thinking sets a tone for progress. Like the military, a buddy-system ensures that no one gets left behind.

How to Make Positive Cultural Changes

A positive workplace culture doesn’t happen overnight. Often, it takes loads of work and commitment in order to turn a negative workplace into a positive one. Then again, nothing worth having comes easy. So here are some proven tips on how you and your team can cultivate a positive culture and start working in a place where you actually want to work.

Start with Why

“Customers will never love a company until the employees love it first.”

– Simon Sinek, author, Start with Why

Open Doors

“Make sure everybody in the company has great opportunities, has a meaningful impact and is contributing to the good of society.”

– Larry Page, CEO, Google

Be a Team Player

“One of our values is that you should be looking out for each other. Everyone should try to make the lives of everyone else who works here a little bit simpler.”

– Stewart Butterfield, Founder, Slack

Hire Intentionally

“I think as a company, if you can get those two things right — having a clear direction on what you are trying to do and bringing in great people who can execute on the stuff — then you can do pretty well.”

– Mark Zuckerberg, CEO, Facebook

Value Relationships

“The only thing we have is one another. The only competitive advantage we have is the culture and values of the company… All we have is the relationship around the values of the company and what we bring to the customer every day. And we all have to own it.”

– Howard Schultz, CEO, Starbucks

Building Brand Loyalty (Part 3)

The Secret Sauce

What brand loyalty comes down to is whether a brand can offer mutually beneficial interactions. 

Mutually beneficial interactions occur when both the business and customer share an experience that goes beyond the sale of a product or service. 

What does this look like? I’m glad you asked. 

We previously discussed how loyalty programs could offer mutually beneficial interactions, but it can also be applied in a broader sense of the business. 

This time, let’s consider a local wine distributor who is faced with the challenge of building brand loyalty. What are the incentives for a consumer to buy wine from this particular retailer, rather than the grocery store? The grocery store is convenient and offers comparable prices, so how do they win customer loyalty?

The answer, as you may have guessed, is through mutually beneficial interactions.

Employing a wine-pairing expert who can make personalized recommendations would be a great start for this wine retailer. They could even assist with menu planning. Taking it another step further, they may begin to host a series of wine tastings. 

With both of these suggestions, there is a mutually beneficial exchange between the customer and the company. Customers gain knowledge and practical advice about how to pair wine, and the retailer learns about customer preferences and information gaps that they can work to close.

When considering the interactions your business can offer, try to come up with original ideas that speak to the values of your brand. Distinctive interactions are more likely to stand out and create a stronger personal association between the experience and the brand.

Digital Experiences

Of course, since we are in a digital era, it’s also crucial to include a strategy for digital experiences.

A digital experience can be as simple as an expert-hosted live stream. Or, it could be as complex as a custom mobile application. In any case, convenience and quality should be a priority when designing any type of digital experience. 

Here are a few additional considerations that are important for digital experiences:

  • Personalization. How can you personalize the experience? By simply addressing a customer by their first name can help them feel more connected with the brand.
  • Customer Benefit. Don’t forget; the interaction needs to result in a mutually beneficial exchange. What is the customer getting and, more importantly, is it valuable?
  • Data Collection. A business will typically collect customer data as part of brand interactions. Consider the type of information that will help drive multiple business strategies for an even bigger impact.
  • Shareability. A digital experience can be much more fun when it’s shared with friends. Plus, it can promote engagement and result in more brand awareness. Now, with whom would you like to share your quiz results? 

Quality Content

If we’re talking about the secret sauce of brand loyalty (and we are), quality content is absolutely essential.

Generally speaking, customers don’t want to feel like they’re being sold something. Instead of approaching the customer like a hunter’s prey, lure them in like an expert fisherman. Customers want to know how a brand’s products or services can address a common problem they’re experiencing. Get them on the hook them by addressing their problem(s), then continue to reel them in with quality content.

For example, we can look at a brand campaign as a kind of hook; it’s appealing and draws people in. To continue reeling them in, consider writing blog posts, producing videos, or developing unique content that provides solutions in an altruistic way.

With this approach, consumers begin to trust that your business cares about their problems and wants to help (regardless of whether they buy anything from you or not). This may sound counter-intuitive, but it actually helps to draw people closer, where they can really see the value of your brand.

Customer Feedback

Do you know what customers are saying about your company? Because you can guarantee that online shoppers do.

Customer reviews are extremely important for eCommerce since shoppers aren’t able to hold the product in their hands or test it before they buy it. A good or bad review can mean the difference between someone buying your product or not.

The good news is that business owners can leverage positive customer reviews to boost confidence in online shoppers.

When potential customers see that others are satisfied with a product, a good review can serve as a measure of reassurance and confidence in the brand. If possible, engage with these customers by thanking them for their review or offering a discount on future purchases.

Additionally, if someone leaves a glowing review of your product or service, it’s worth reaching out to create a potential brand ambassador relationship. Consumers are keen on whether a review or sponsorship is merely transactional, so the more honest and authentic the review, the better it is for your brand.

As far as negative feedback, the best thing you can do is try to repair any lost trust by genuinely considering their feedback. For example, if a customer had a poor service experience, it’s often worth contacting the customer to smooth things over (and maybe get them to update their review). 

So, don’t be afraid of customer feedback, as it can offer valuable insight into what customers want from your brand. By addressing their feedback, whether positive or negative, it can help strengthen consumer trust and loyalty.

Building Brand Loyalty (Part 2)

Basic Ingredients for Brand Loyalty

In this second part of our ‘Building Brand Loyalty’ series, we are identifying some of the basic ingredients that a brand needs to start building a loyal customer base.

With the foundational elements below, a brand can leverage success with repeat business. We suggest monitoring the success of these elements and leaving room to make adjustments as-needed.

Brand Identity

Think about your brand’s identity. Is it meaningful? Relevant? Appropriate? Consumer preference for a brand is often viewed as either an emotional or logical decision. When customer relationships are built on logic (for example, slightly lower prices), they are less likely to inspire long-term loyalty. 

Consumer psychology tells us that people desire a deeper reason to connect with a brand or product. This means that businesses must emphasize the complete experience when marketing a product. The goal is to create a brand to which people attach strong, positive feelings because customers will shop more frequently and spend more money when their logic is reinforced emotionally.

Before you move forward with trying to build brand loyalty among customers, first make sure that your brand identity is one that they can emotionally and logically connect with. If it’s not, be open to customer feedback and spend time refining your value propositions.

Social Media

These days, social media is a space where businesses have a lot of power to convert a lead into a customer. 

Even those who still shop in stores have grown accustomed to the process of locating businesses on social media as a quick way to vet the brand. 

A good social media profile can offer valuable information and opportunities for engagement. But not having a social account, or having a poorly managed one, will only serve to scare off potential customers.

Loyalty Programs

It may seem obvious that a loyalty program will help build brand loyalty, but we can’t overlook their effectiveness. In fact, a Forrester Research report found that 72% of adults belong to at least one online loyalty program. Additionally, it showed that customers join loyalty programs to save money, which ultimately influences what they buy. 

A loyalty program can be as simple as sending coupons via email or setting up a system in which certain actions trigger special discounts. Think about what your business has to offer and the unique ways that customers could interact with your brand. You will often find restaurants and coffee shops that offer loyalty cards, where customers receive a free sandwich or beverage after a certain amount of purchases. Perhaps you want to drive more in-store traffic, so you could offer a free service or a ship-to-store option to bring more people to your physical location.

Whatever you choose as a loyalty program, be sure to make it simple and easy for your customers. The purpose is to gain customer trust through positive experiences, so avoid any complicated rules or fine print that might cause frustration.

Customer Service

Since most businesses offer a similar range of products, excellent customer service can serve as a defining part of a brand that encourages loyalty.

It’s common for people to look for assistance online, hoping to avoid hold times and automated directories. For this reason, a great way to provide customers with quick answers is a Frequently Asked Questions page on a company’s website. 

Taking it a step further, many online businesses will feature a customer service dialogue window or chat-bot that can take care of customers instantly. 


Simply put, customers are loyal to brands they can trust. And when it comes to earning their trust, transparency is key.

Business transparency means being forthright about various company operations that may be of public interest. Transparent companies share information relating to performance, revenue, internal processes, sourcing, business values, etc. 

Take, for instance, the beauty industry. When selling cosmetics, it’s extremely important for customers to have access to product ingredients. Making the ingredients easily available on labels or packaging can build trust with cosmetic consumers because it reassures them that the products are safe, cruelty-free, and don’t contain any harmful ingredients.

Of course, each industry will have its own consumer concerns. The sourcing of gemstones, the working conditions of clothing factories, and charitable contributions of non-profits have all been subjects of public scrutiny. 

So, what is it that raises eyebrows in your industry? And how can you make it more transparent to your customers?

By showing your customers you’re not hiding anything from them, you’ll build their trust in your company and earn their loyalty.

Building Brand Loyalty (Part 1)

There are brands we recognize, and then there are brands we live by. 

When we talk about brand loyalty, top names like Apple, Nike, and Disney come to mind. Undoubtedly, there are people who use Apple products exclusively, those who collect hundreds of Nike shoes, and those who can recite the lines from any Disney movie ever made. 

These brands all have loyal customers, and they didn’t get them by accident. 

And yes, they’ve spent decades building their brands, but there are basic branding principles that can still help younger or lesser-known brands become more recognizable and competitive within their industry.

To kick off this series about brand loyalty, let’s begin by understanding why it’s so essential to a brand in the first place.

Why Loyalty Matters

Some business analysts will argue that brand loyalty no longer exists. And yet, the success of the brands mentioned above tell us otherwise.

Not only does brand loyalty exist, but it’s also necessary for a business to achieve long-term success. 

A brand cannot sustain itself on new customers alone. If a business were built on one-and-done transactions, brand awareness strategies would be ends in themselves.

However, we know that it takes more than brand awareness to maintain sales. We know that converting a lead is good, but creating a loyalist is even better. 

The conversion to brand loyalist is the reason we, as marketers, map out customer journeys and work on nurturing relationships with current customers. 

So, while we may think of brand loyalists as returning customers, they are much more than that. Brand loyalists help build a brand’s reputation, provide valuable feedback, and encourage others to experience the brand with them.

Let’s now take a look at how to recognize a brand loyalist...

Recognizing Brand Loyalty

Loyal customers exhibit four buying behaviors: 

  • They spend more money per transaction
  • They buy more frequently
  • They invest their time willingly
  • They refer you to their family and friends

Given these four behaviors, do any of your customers come to mind? 

Think about why they might be loyal to your brand. Do you offer an exceptional product? Excellent customer service? A great location?

While one good reason may be enough to get someone through the door, it’s often a combination of positive experiences that keeps customers coming back.

If you’re uncertain whether these four buying behaviors are applicable to your customers, it may be a good idea to set up a system in which you can keep track. Many businesses collect customer data during transactions, such as phone numbers and email addresses. 

This data can provide insight into how much of your business comes from repeat customers and can help you establish parameters around what your business wishes to define as a loyal customer. 

Take this week to pay attention to the loyalty displayed by your customers. Which buying behaviors do they exhibit? What are some opportunities for building loyalty with them?

Want to learn more? 

Come back next week for Part 2 of Building Brand Loyalty, as we’ll examine the basic ingredients needed for building brand loyalty.

20 Apps for Peak Productivity in 2020

A new year offers a fresh start, with 365 opportunities that could change your life!

Whether you’re working on a New Year Resolution, or want to find ways to get more done, here is a list of apps that can help increase your productivity for 2020.

1. Slack (Communication)

Slack is a great way to stay connected with your team wherever you may be. Chat one-to-one or with your group, and create channels where you can have focused conversations.

2. Mindly (Mind Maps)

Track your creative ideas with Mindly, a tool for mind mapping. Formulate topics and subtopics effortlessly, then print or share from the app.

3. Trello (Team Management)

Trello visually organizes your projects, much like a whiteboard full of sticky notes does. You can create boards and add cards to help you keep track of what’s done, in progress, or to-do.

4. Spotify (Music)

Spotify makes the list because it’s no secret that listening to music can help increase productivity. Check out a pre-made playlist for productivity (or whatever mood you’re in), then get to work! 

5. Todoist (To-Do List)

Todoist helps you complete your to-do’s by synching tasks across platforms and devices. More than a to-do list, the Todoist app makes it easy to add tasks quickly, set reminders, and manage your days in a way that helps increase productivity.

6. Strides (Goal & Habit Tracker)

Strides allows you to track anything from habits to SMART goals, with helpful reminders to hold you accountable and charts to keep you motivated.

7. Pind (Task Manager)

With Pind, you can do much more than create to-do lists. You can set location-based task reminders, collaborate on shared tasks, and even get directions to help you plan and carry out your tasks more efficiently.

8. Otter (Voice to Text)

The Otter app allows you to record live audio, but it also lets you search, play, edit, organize, and share your conversations from any device. Use Otter for more efficient note-taking, whether it’s a lecture, business meeting, or organizing your thoughts.


9. Fabulous (Daily Motivation)

The Fabulous app aims to help users create a healthier, happier life by building on daily habits and routines. Create your own goals, stay motivated, and gain self-discipline with science-based sessions that can transform your life.

10. Flora (Team Focus)

The Flora app helps you (and your team) stay focused by planting ‘seeds’ that potentially flourish into healthy trees of progress. It’s simple. Plant a seed when it’s time to focus. Stay on task, and the seed will grow. But, should anyone use their phone, the tree dies.

11. Adobe Scan (Document Scanner)

The Adobe Scan app can turn anything — receipts, notes, documents, photos, business cards, whiteboards — into an Adobe PDF with the ability to reuse text that’s been scanned. Recycling content is easier than ever with Adobe Scan.

12. Fiverr (Freelance Work)

Need help with projects outside your wheelhouse? Use Fiverr to find someone to help! Fiverr is the largest marketplace for digital services, making it easy to commission the right person for the right job. Transparent pricing and helpful reviews are also a plus.

13. Toggl (Time Tracker)

Toggl is the time-tracking app that helps you see precisely how you’re spending your time and make improvements to boost productivity. It breaks down your hours by projects, clients, and tasks so that you can see what’s making you money and what’s holding you back. Plus, there are 100+ app integrations to help cut down on distractions. 

14. Acorns (Investments)

The Acorns app is a financial tool that invests small amounts of money, turning it into big savings. You can still control how much you contribute while acorns makes data-driven decisions that help you invest in a way that saves you time and makes you money.

15. Mindvalley (Personal Growth)

The Mindvalley app is for personal growth and development, helping you reach a better state of mind to accomplish everything you want to do. Mindvalley lets you access video-audio trainings and exercises led by world-class best-selling authors, experts & coaches who will coach you through your goals. 

16. Grammarly Keyboard (Writing)

Grammarly is the perfect app to help you eliminate writing errors and communicate effectively with others. Unlike spellcheck, Grammarly offers suggestions on style and tone, and works with Gmail, Twitter, LinkedIn, and nearly everywhere else you find yourself writing.

17. Robokiller (Call Blocker)

Is your phone constantly ringing with calls from robocalls and spammers? Then it’s time to get Robokiller, the app that will save you time and frustration by blocking these unwanted calls, even if they use different numbers. In fact, Robokiller claims a 90% reduction in spam calls within 30 days.

18. TimeTree (Shared Calendar)

Time Tree serves as your living room calendar, work calendar, and social calendar, all in the palm of your hand. Use the Time Tree app to maintain a productive schedule in a space where you can share and communicate with everyone in your life. 

19. Asana (Project Management)

Asana is a project management app that visually organizes your work. Simplify workflows, reduce errors, and see how busy team members are across projects—all in one view. If you have more to do this year, using Asana can help increase your team’s efficiency by 45%.

20. Evernote (Note Taker)

Evernote is a single place for your notes, ideas, lists, and reminders. You can scan webpage content, share information, and even search your notes by voice command. Bring your team’s ideas together and receive reminders about deadlines to stay on track.

Performing a Digital Business Audit

While looking ahead to a new year of marketing projects, it’s a good idea to include a digital business audit in your plans.

It is typically recommended that a business perform a marketing roadmap audit at least once per year. 

Depending on your business, you may even want to consider running them more frequently. The more often you perform an audit, the more you will learn about your company’s digital footprint. 

For example, Peak Activity takes a holistic approach to digital business audits by performing in-depth analyses that include marketing, technology, and operations to ensure the best possible experience for customers.

What is a Marketing Roadmap Audit?

A marketing roadmap audit is a comprehensive report detailing the strengths, weaknesses, and milestones of your marketing efforts. 

This often includes an assessment of your omni channel experience by breaking down the following:

  • A/B Testing Results
  • Brand Identity
  • Brand Messaging
  • Conversion Rate Optimization
  • Email Marketing
  • Google AdWord campaigns
  • Search Engine Optimization
  • Site speed
  • Social Media
  • UX/UI
  • Website Compliance
  • Website Conversion Paths

Why Do I Need a Marketing Roadmap Audit?

A marketing roadmap audit is all about insight. It can offer a fresh perspective on your business with data-driven reports that support industry best practices.  

Whether your business has grown, downsized, or stayed the same in the past year, it’s important to understand why. 

Suppose your key distribution center experienced a natural disaster in the past year. To get a realistic picture of how the company performed throughout the year, you will likely need to consider the conditions or effects of the disaster that may have had a lasting impact. If you discover that a halt in operations created an additional set of problems, your roadmap audit can shine a light on any adjustments needed for the next year.

To put it simply, in order to get where you’re going, you need to know where you’ve been. Therefore, a marketing roadmap audit is your starting point for a new year of plans.

How to Perform a Marketing Roadmap Audit

A marketing roadmap audit can be a huge undertaking. Depending on the size of your business and the industry, you may be able to perform your own audit, but many businesses tend to hire an outside agency for their expertise.

The nature of an audit is to examine previous records, which means that you’ll need to start by reviewing the business plans and goals from the previous year. 

Questions to consider may include: 

  • Were timelines adhered to?
  • Were goals met?
  • Were there any unforeseen circumstances that impacted sales?
  • Did you stay within the budget?
  • What were some of the pain points experienced?
  • What were the most successful topics for content?
  • What are customers saying/experiencing?
  • How do we rank among the competition?

Data and insights should be analyzed separately, as well as a broad overview. To understand how things should work, it’s important to have a firm grasp on how they currently (or previously) work. Planning for the future becomes much more manageable once past issues are addressed. 

If you’re interested in contracting PeakActivity to perform your marketing roadmap audit, contact us and we can help!

Creating an Effortless Experience for Clients on your Website

There is an increasing acceptance that the key to business success in a digital world is to provide an outstanding customer experience. Customers, often unwilling to put up with painful interactions, can and will abandon a site if the user experience causes even the smallest complication. 

What could be the solution to a website providing a poor user experience? Spend some time on your website or application, and while doing so, ask yourself what could be done better to decrease the frustration experienced by a common user. Put yourself into the shoes of your customer, so that your own familiarity with the site doesn’t get in the way of identifying common issues.

Are you looking to create an effortless website experience? Here are a few tips to a seamless website creation process: 

  1. Don’t just solve the current issue, head off to the next issue.

Great user experience will always put you one step ahead. It is best to know and understand your website so you can predict the next issue that your users may experience and offer solutions to that issue. Does your website have a page that offers classes? After viewing that page, people will likely be interested in signing up. So, you need to give them that opportunity to ensure their user experience is positive. 

The smart washing machine is an example of this issue. Samsung was already aware of the problem with their smart washing machine, therefore, consumers likely expected to receive an email with more information about the process of connecting the washing machine to the corresponding phone application. For ease of use, this information could have been included in the specs of the washing machine, better-allowing consumers to evaluate the pros and cons of the smart washing machine and make an informed purchasing decision.

  1. Do the thinking for them. 

Designers need to spend time when creating the website to decide the target market, what they are looking for, and what they will gain from spending time on the website. When a website has too much information, it detracts from the interactions taking place on the site. The more choices displayed on a page, the easier it becomes for site visitors to refrain from choosing anything and ultimately leaving the page altogether. Make sure you give clear calls to actions so that customers know exactly what action they are supposed to perform and when. 

Providing prospects with great user experience is critical to the success of your business. The goal of each website is to provide a positive user experience. You don’t need a complete website redesign to improve the user experience of your website. All you need to do is make changes that will result in easy and pleasant user experience. You’ll be surprised just how much of a difference these little changes can have on customer satisfaction and revenue.

What is an Omnichannel 

Originating in retail, but applicable to any industry, the term “omnichannel” has been a buzzword for the last several years. Omnichannel is an approach to sales that seeks to provide customers with a seamless shopping experience, whether they’re shopping online from a desktop or mobile device, by telephone, or in a brick-and-mortar store.

With each part operating on its own, customers may not recognize disparate channels as part of the same marketing effort, and this can be either confusing or instill a lack of customer confidence in your company. That being said, it is hard to create a true omnichannel with so many complex tools and systems that are unable to talk to each other. 

The future of shopping 

Whether customers visit a brick-and-mortar store or a website, whether they connect through a mobile app, a printed catalog, social media, or a phone call, marketers have to provide a seamless experience, regardless of channel or device.

Omnichannel is consistent, yet unique. It provides consumers with a means of purchasing through numerous different platforms, while also communicating and showing awareness in a way that is consistent with the platform the consumers are utilizing during their stage of the customer lifecycle. 

Nearly 75% of shoppers say they use multiple channels to compare prices, hunt for discounts, or use in-store tablets to shop online. Linking your online and in-store business is essential to stay competitive. By creating a fully connected eCommerce platform, shoppers can buy whenever they want, through any channel, on any device, and expect a variety of delivery options. 

Room for Growth 

Consumer demand for flexibility and choice is driving the pace of technology innovation in commerce, both online and off. Omnichannel retailing is a fully-integrated approach to commerce, providing shoppers with a unified experience across all channels or touchpoints.

Part of an omnichannel strategy is flexibility. New channels emerge and steal attention from incumbent channels. Brands with robust omnichannel strategies often rely on a headless commerce architecture, which allows brands to flexibly offer commerce anywhere there are customers. 

Unlock new channels for growth and future-proof your business with an omnichannel approach.