How to Determine Which Social Networks Your Organization Should Be Using

Written By Claiborne Linvill on September 11th, 2019

You may have heard it from your boss, your board members, or your friends: your brand needs to be on a certain social media platform, or you’ll “miss out” on a major audience. Social media platforms can cause FOMO of the worst kind: fear of missing out on key customers if you don’t join. But before you rush out and join the next big platform, you need to consider your audience, strategy and goals, and your available resources.
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Website ADA Compliance: What You Need To Know

Written By Drew Refshauge on August 15th, 2019

Just a few years ago, fewer than 900 lawsuits were brought against organizations and businesses alleging that their websites were not in compliance with the Americans With Disabilities Act (ADA). That number will approach 3,000 this year and is expected to continue to rise. Does your business have legal exposure?
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Looking Back Over Two Decades In Digital

Written By Will Rothschild on July 8th, 2019

ALINE co-founder Drew Refshauge has more than 20 years experience building websites and developing digital solutions for businesses and organizations.
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Avoid the Summer Marketing Slide

Written By Charles Refshauge on May 23rd, 2019

Business owners are sometimes tempted to stop their marketing efforts during the summer. Here are a few things to think about before you hit the pause button.
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Do You Know Your Target Audience?

Written By Sterling Draper on May 13th, 2019

Every business and organization has a target audience. Identifying and gaining a deep, thorough understanding of your target audience is the first step in creating a winning strategy to market to them.
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The Demise of Google+: What Does it Mean for You?

Written By Will Rothschild on April 18th, 2019

Now that Google+ has officially disappeared (did you notice?), you might be wondering how it will impact your company's SEO and digital marketing. In our latest blog, we explain where you should be focusing your efforts.
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Track That Data!

Written By Claiborne Linvill on September 19th, 2018

Analyzing website and digital marketing data is essential for reaching your goals
If visitors come to your website from an email, but no one is there to gather or review their actions, did it ever really happen? In other words (to be less existential), what’s the point of all your marketing if you’re not tracking how it works?
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Crisis Communication Planning

Written By Will Rothschild on August 27th, 2018

If you don't have a crisis communication plan, you're putting all your hard work at risk

I once had a basketball coach who would begin every season by teaching the team how to handle being pressed and trapped by the other team. In basketball, an effective full-court press defense can really make things difficult for the team being pressed. Turnovers pile up, the other team scores a lot of quick, easy baskets, and indecisiveness and frustration mounts, leading to more turnovers and more easy scores for the other team. Before you know it, you look up at the scoreboard and find yourself so far behind that it’s nearly impossible to come back.
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Using Video to Build Your Brand

August 21st, 2018

It's time for your business to embrace video
Using video in your marketing strategy can help promote your business in powerful ways. Videos can connect with potential and existing customers, convey your core values and share educational content with viewers. Think about it: as you scroll through someone’s website, aren’t you more likely to click on a video than scroll through a world of text? Plus, let’s face it, we humans are drawn to moving images, especially those that share a story!
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Branding Done Right: Research, Strategy, Consistency

Written By Charles Refshauge on August 2nd, 2018

When we talk to people and organizations about marketing, pretty much every one of them understands they need a professional, strong, attractive logo and visual identity. Ditto an overall message. All of this (and more) falls under the broad category of branding.

What isn’t always as clear is whether and why their current brand is either on point or missing the mark, what goes into developing a brand that works, and why it’s so important, once you begin to develop it, to remain consistent.
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