How Nativa Became #1 In Hispanic Marketing

Hispanic Marketing Agency

The other day I read that if you’re not number #1 in your niche, it’s time to pick something that you can be number one in.

Then, I came across Eric Diaz, the Co Owner of Nativa, a multicultural communications agency that focuses on the Hispanic market through digital communications, online advertising and culturally relevant content creation.

Talk about a niche. I had to learn more and connected with Eric for a Q&A. Here’s the exchange:

What’s the story of how you carved out the Hispanic marketing niche with Nativa?

In 2008 my business partner and I started a web design company, but we quickly found out there were about a million other web design companies. As we wrapped our heads around that, we saw an opportunity that was in Hispanic Digital marketing, there was a great demand for it specifically in social media. At that time there were a lot of good marketing agencies; however, they didn’t do Hispanic marketing. There were also a lot of good Hispanic agencies, but they were traditional (radio and TV) and did not focus on digital. This is where my business partner and I found our niche in doing digital Hispanic.

When you first planted the flag with your niche, was it something people immediately gravitated to? Or did it take a bit of explaining?

It definitely took explaining, over time we really simplified it. The easiest way to explain what we do is that we help brands and the government reach the Hispanic consumer online.

What’s the biggest pain point that you’re solving for clients?

Doing research on the Hispanic consumer is perhaps the biggest pain point as it requires hours upon hours, sometimes taking months to fully complete for our clients. We focus on research because we really want to get our eyes and ears out there for our clients to set a solid strategy. We dig deep into their industry to fully find out what their Hispanic consumers are thinking, doing, or saying about their category, their competitors, and their own brand and campaigns. That research provides our clients with detailed information that helps set up and create a successful campaign.

You’ve got a great client list with some big names. What has been the key to attracting new business?

It’s been about leveraging our networks, traveling to conferences and just being thoughtleaders. Presenting, putting out solid content and research, and trail blazing with our cutting edge Hispanic online listening research tools. We also shoot high, we don’t really go for the mom and pop’s type of business, we look more towards brands and government. Companies and brands that people have heard of. Having our focus there and being where high level executives from these companies are, networking, traveling, speaking, LinkedIn, and being relevant, has helped us attract new business.

What’s one piece of advice that you would give yourself if you were just starting out Nativa today?

If I was starting from the beginning, I would say to focus and put more emphasis on sales people.

Eric Diaz Nativa PhoenixIn addition to Nativa, Eric Diaz also founded Coworking on 15th Ave in central Phoenix (named one of the top shared office spaces in Phoenix). Tired of renting from lackluster office buildings, Eric decided to create the type of environment he would want to work in which allows an entrepreneur to work hard, collaborate with others, and enjoy a healthy lifestyle.

Eric has worn many hats throughout his professional career. He spent parts of 2007 and 2008 in Shanghai, China’s economic capital, serving an important supply chain development role for Staples, Inc., a Fortune 500 retailer constructing a modern and efficient warehouse to help support the exponential company growth in the region. Additionally, as part of his Masters program Eric designed and executed a research study on the cultural influences and business activities within the Shanghai region contributing to its hyper-economic growth.

Eric completed his Masters Degree in Finance at Northeastern University in Boston while founding and becoming president of the Latin American MBA Association (LAMBAA). He completed his undergraduate degree at The Ohio State University and has a passion for helping people. Several of his interests include boxing, marathon running, basketball, world travel, and meeting new people. His dream is to run his own successful coworking environment.

5 Reasons Why WordPress Website Design Is Great

wordpress website designWe designed our first WordPress website back in 2006 without any knowledge of how a website worked.

We found a website developer in Portland through an online forum. We designed the website on paper and scanned it to the developer. And for $1500, we had a designer and developer launch our first site.

Since then, we’ve designed and developed several WordPress websites for small business owners, professional service firms, actors, photographers and people from all different walks of life. We’re hooked on WordPress, and thought we’d share a few of the reasons why WordPress website is so great.

5 Reasons Why We Love WordPress Website Design:

1. WordPress websites and blogs rank higher in the search engines. Seeing our sites rank in the search engines was originally why we fell in love with WordPress. Having a WordPress site paves the way for you to be effective with SEO tasks like page titles, meta descriptions and internal link building.

2. WordPress themes are responsive. That means when a customer stumbled across your site from their iPhone, your website will automatically adapt to their mobile device. With just one website, you’ll put your best foot forward on desktop computers, laptops, tablets, and mobile phones. This saves you the development hassle of having to build two websites – one for the desktop, and one for the phone.

3. WordPress allows you to customize your site easily. Once we build the site, you’ll able to take the wheel and make minor changes yourself. Say goodbye to paying a web developer $150/hour to change a sentence on your website.

4. WordPress offers state of the art security. By automatically updating plugins, your website will consistently update itself with the best security to combat hackers. We’ll install a couple plugins on your website to make sure you’re secure – you won’t have to do anything for the ongoing maintenance.

5. WordPress is affordable. Unlike some website management systems, you won’t have to pay a monthly cost for your website. Once we develop your WordPress website, it’s yours.

Ready to have a responsive, secure, functional and SEO friendly WordPress website? We’ll develop your website in Scottsdale, Arizona and have it ready to go within a week. Learn more about our WordPress website development services. Or, you can request a quote by contacting us.

How To Optimize A Photo On Flickr

I’ve had a lot of success with posting photos on Flickr and getting them to appear in a Google Image search. Here are the basic steps I take for optimizing a photo on Flickr.

1. Replace the photo file name with your optimized keyword title.
Example Keyword Title: Vintage V-Neck T-Shirts
File name should be: vintage-v-neck-t-shirts.jpg
Instead of: CM1030.jpg

Always replace the file name of the shirt with “your-keyword-title” before uploading. This is super important.

2. In Flickr, click Upload.

3. Click “Choose photos and videos.”

4. Upload all the renamed files.

5. Edit the Photo Title to match the product’s Page Title. (Ex: Vintage V Neck T-Shirts)

6. Paste the link to the product in the Photo Description (Ex:

7. Include a keyword rich description of the photo in Flickr.

8. Add tags to your photo. To save time, develop a tag list to copy and paste into every photo. Then, include a few descriptive tags for each photo.

Examples for t-shirts:

vintage, graphic, apparel, shirt, t shirt, tee

Here are additional tags to customize for each photo:

color of the shirt, name of the style, name of the collection, gender, city name, and anything else descriptive about the shirt

9. Add the photo to any Sets you have created.

10. Click Publish.

11. Embed the photo on your blog post.

That’s it! Now, instead of posting your photo to Facebook, Instagram, and Twitter, you’ve extended the shelf life of your photo by optimize a photo on Flickr and increasing your chances of making search impressions through a Google Image Search.

Top 8 Social Media Fails by Big Brands and Ways to Avoid Their Mistakes

Everyone makes mistakes. Some are bigger than others – and some are certainly more visible.

On social media, ideas, products, and thoughts are more visible than ever – especially those from popular companies and organizations. And some companies just haven’t quite mastered the art of sending the perfect 140-character tweet. That can lead to some pretty epic social media fails by big, worldwide brands.

Here are some of the most head-shaking social media mistakes made by big companies.

1. NRA

What happened? The NRA posted a pro-gun tweet, which isn’t out of character for the group. But, timing is everything. It just so happened that the NRA posted that tweet the same day as the Aurora shootings in Colorado.

Twitter Fail: American Rifleman

What we learned: You really cannot underestimate timing. While the tweet was clearly a coincidence (it was sent a few hours before the shooting) the NRA should have kept a better eye on its posts – especially if they are scheduled out.

2. Celeb Boutique

What happened? Unlike the NRA, which sent their tweet prior to the tragedy, CelebBoutique sent this tweet after the fact:

Twitter Fail: Celeb Boutique

What we learned: Check. The. Hashtags. Celeb Boutique didn’t click on the actual hashtag to see why it was trending in the first place – a very public and embarrassing mistake.

3. Kitchen Aid

What happened: Just about everyone has an opinion on President Obama’s healthcare reform – but some people should stay out of it. Like Kitchen Aid. A member of its team sent this tweet (likely intended for a personal Twitter account) back in September:

Twitter Fail: Kitchen Aid

What we learned: Be sensitive. Not everyone agrees with the President’s ideas, but you can bet that most people care about showing sensitivity in matters like a death in the family. And, just to be safe, avoid politics.

4. Kenneth Cole

What happened? Retailer Kenneth Cole thought that the uprisings taking place in Cairo would
be a good time to send this tweet:

Twitter Fail: Kenneth Cole

What we learned: Don’t use political unrest to plug your spring collection.

5. American Airlines

What happened: A lot of big companies schedule out tweets and posts to make their social media presence easier to manage. But, that can make you look pretty foolish, as American Airlines found out when they automatically replied positively to negative tweets:

Twitter Fail: American Airlines

What we learned: Just because scheduling out posts is time-efficient, doesn’t mean it’s always efficient in bulking up your reputation. American Airlines made itself look incompetent and uncaring.

6. British Airways

What happened: One of the biggest adjustments that huge companies had to make on social media? Being accessible at all hours of the day. British Airways apparently doesn’t stick to 24/7 customer service, even though its customers are online 24/7. When a passenger unsuccessfully asked for help in tracking down a lost bag, he voiced his displeasure with a paid promoted tweet that was seen by 76,000 people.

Twitter Fail: Bristish Airways

What we learned: Your Twitter feed has to be monitored 24/7 – especially if you’re in a business (like an airline) where people are constantly impacted by your company.

7. McDonald’s

What happened: Using hashtags to promote a product = good idea. Using a vague hashtag that then gets spun negatively = what happened to McDonald’s. Last year, McDonald’s promoted the hashtag #McDStories in the hopes that customers would share positive, happy stories about their Mickey D’s experience. What they got was a bunch of tweets like this:

Twitter Fail: McDonalds

What we learned: If you’re going to use a promotional hashtag, make sure it’s one specific enough to get the desired result.

8. Home Depot

What happened: Home Depot, a sponsor of ESPN’s College GameDay, ended up firing the employee who sent posted this tweet:

Twitter Fail: Home Depot

What we learned: Racism, even when used in humor, is never going to with followers. What do most of these blunders have in common? Twitter. It’s a type first, think later medium, and that can lead to problems. You can always delete a tweet – but once it’s posted, retweeted or shared, it’s out there forever.

Here are a few closing tips to keep in mind:

1. Think before you tweet. Don’t use a natural disaster or a controversial news story to promote your company. Epicurious used the Boston Bombings as a platform to promote its scones. It had to spend a lot of time apologizing afterward, understandably so.

2. Respond in a timely way. This is especially important for companies that need to operate 24/7, like telcos Comcast and Verizon and airlines. Replying to customers when they have an immediate problem goes a long way in showing you care.

3. Keep it light if you want to keep it timely. Brands like Tide, Volkswagen and Jim Beam used the Super Bowl blackout to cleverly and light-heartedly promote their products. Nothing controversial – just clever, timely and fun tweets.
What social media fails have you seen on Twitter?

Michelle Smith is a freelance writer with a focus on social media and marketing. She can be found typing away on her laptop in sunny Boca Raton, Florida. Michelle welcomes your feedback at

How To Use Social Media To Help Fund Your Non-Profit

Have you ever asked yourself how you can use social media to help fund your non-profit? This post is for you.

Social Media Fundraising Non ProfitAny type of non-profit can employ these three social networking tips to gain followers and increase donations. The good thing about a non-profit is that it exists solely to benefit others. Your organization has a purpose – your job is to tell the world what you’re doing and make them care.

Nowadays, most companies have their own Facebook pages or Twitter accounts. So how do you get your page to stand out above all the competition, and ultimately use social networking to help fund your non-profit?

Here are three ways you can use social media to help fund your non-profit.

1) Establish a personal connection. People are more willing to give to a non-profit if they feel a personal connection to its work. Social media is a great way to connect with people. Reply to followers who send you tweets or direct messages, and be sure to provide an answer when a follower or a fan asks you a question.

But no relationship works if only one side initiates the conversation. This goes for social media, as well. You have to start conversations, too. Ask your followers questions about your organization or related issues, and encourage responses.

2) Reach out to others. Generating conversation is good, but in order to engage your followers, you have to have followers. To help your organization gain followers, reach out to organizations similar to your own. They are not necessarily your “competition” – they are organizations made up of people who want to help others, just like you. They could share your cause with their followers, which could expose you to more potential fans and donors.

Don’t forget to reach out to people who establish a connection with your cause on their profiles. For example: if your non-profit raises money for schools in impoverished countries, reach out to educators who express an interest in global issues. If they like the work you do, maybe they’ll like your page or donate. If they don’t? Well, they’ll probably just ignore you. No harm done.

3) Share how your organization is changing the world. No one likes to be begged. If all you do on social media is ask your followers for money, you start to look desperate pretty quickly. Instead of looking at social media as just a way to increase donations, look at it as a way to further your cause. Take pictures or post articles that show off what your organization has done – with your donors’ help – to make the world better. Thank donors for helping you do x, y, and z.

The people who follow you already like your work, so you don’t have to sell them on your goal. Instead, show off your accomplishments. If you stress the impact donations have, then donations will come.

Coming soon, we’ll tell you about some organizations that do a great job using some of these social networking techniques.

Help Us Inspire Online Movements

Markitors is looking to add a creative, witty and clever intern to inspire online movements as a part of our Social Media team. Candidates should have experience with Twitter, Facebook, Instagram, YouTube, Pinterest, and some WordPress. This is a part-time internship offering up to 20 hours per week. You’ll mostly work out of coffee shops, co-working spaces, and client offices since we’re a startup in search of the right office space.

Below are some scenarios that you’ll find yourself in at Markitors. Please respond with an example tweet you’d post for each scenario.

1. Photos of Carmen Electra licking an ice cream cone in her underwear, high heels, and our client’s t-shirt.

2. We need to fill a venue in NYC that seats 500 people for a movie premiere.

3. We’re releasing an iPhone app for the Phoenix Light Rail.

4. Celebrity fitness chef wants to market new healthy recipes.

5. Executive search firm wants local job seekers to apply for jobs.

6. Chemical free cleaning supply company wants to market to prego mommies.

65. The number 65.

5 Social Media Mistakes Executives Make (And How To Avoid Them)

Executives are prone to making social media mistakes because of a lack of understanding.

Social Media Mistakes Executives MakeThis post lists out 5 social media mistakes executives commonly and make, with action items on how to avoid making these mistakes.

Lack of A Strategy

Too many executives have created a Twitter account without a social media strategy. Social media is not a website. You can’t set it and forget it. Instead, when executives create their social media profiles, there should be a plan in place that will produce a variety of content to engage followers.

Action item: Develop a social media strategy before you create a Twitter profile, Pinterest account, or Facebook page. The social media strategy should include:

  • Tone and Voice of the executive
  • Digital outreach plan of attack
  • Content schedule
  • Concepts for connecting with customers
  • Tracking your digital success: Key Metrics | Competitors


Executives have a natural tendency to broadcast sales messages on social media. While pitching products can be expected of an executive who promotes their business or themselves online, there has to be a healthy variety of messages to keep your following engaged.

Action item: Make sure that only about 10% of all your outgoing messages are “sales focused.” This will keep your following more engaged, because no one likes to be sold to all the time.

One Way Communication

Social media offers an incredible opportunity to get close to your customers. But, a lot of executives continue to use social media as a one way street. The executives that do use social media as a two way street have more loyal customers and enjoy innovative ideas from their community.

Action itemCheck out Arizona Diamondback President Derrick Hall’s monthly chat that he holds with fans. Then, take a look at how Boyd Tinsley of Dave Matthews Band uses Twitter. These are two excellent examples of executives who use social media well.

Consistent Personal Branding

People research executives online before they decide to do business with them. The social media mistakes executives make is not having a consistent brand across their social media channels. If business owners filled out their Linkedin profile completely and developed a consistent bio for Facebook, Twitter and Linkedin, they’d improve their personal and company brand.

Action item: Develop a consistent bio that fits into 160 characters. Use the bio for every social media account. Fill out each profile completely with links back to your website, or whatever you’d like to promote. Use the same headshot across all platforms. Make sure things are consistent.

Overestimating The ROI

Another social media mistake executives commonly make is thinking that social media will bring immediate results. In fact, the impact social media has on sales is pretty minimal in most cases. The better reason for being on social media is for branding purposes. Social media has the ability to shape the perception people have about the organization.

Action item: Do a gut check as to why you want to use social media. The fact is, people are curious about the people who make up the company they support. If your motivation to be on social media is to increase the transparency of your company by being visible, then we’d say that’s a good reason to get started.

Markitors is spelled with an “i/o” for input output. We’re an analytical digital marketing agency in Phoenix that blends marketing and auditing to help executives improve their online presence. Contact us to see how Markitors can help create an executive branding strategy for your organization.

iPhone App Directories

List of iPhone App Directories

iPhone App DirectoriesA good way to market your iPhone app is to employ a SEO strategy. That way, when people Google terms like “Phoenix Light Rail app,” they’ll discover your iPhone app and go download it. With that said, a big component to any SEO strategy is building links to your website. Here is a list of iPhone app directories that you can submit your website to.

CrunchBase is the free directory of technology companies, people, and investors that anyone can edit.

StumbleUpon helps you explore new and interesting things from every corner of the Web.

Killer Startups
KillerStartups is dedicated to sharing more than just the hottest new startups. They want to share the stories of the PEOPLE behind the successful companies and their advice for other internet entrepreneurs.

Rate My Startup
Founders can share their ideas and get helpful feedback on your startup or website.

Digg delivers the most interesting and talked about stories on the Internet right now.

You’ll have to verify your claim token afterwards with a code like this: RQARSS6N9X3U

Discover the best web and mobile apps for you!

Have you uncovered a web 2.0 gem that is not yet listed on Listio for Web 2.0? Please submit your find emailing submissions (at)

Startup Booster
Just fill out the form below with necessary information about your new venture.

Feed My App
web & mobile apps reviewed

online tools and applications

weblog dedicated to profiling the best web apps & services and tracking new emerging trends in this space.

submit a site or an app

New Startups
requirements for a successful submission include: a) a visually appealing website or product image (as judged by our senior staff) b) an idea that we believe, is suitable for sharing with our readers.

Startup Wizz
Startup evaluation

Get free exposure by submitting your startup for review to Submitting your startup is free of charge.

Hacker News
Technical startup crowd.

If your app is going to be around for awhile…

Tech Bliss Online
Details of any technology product or web start up can be submitted here.

Beta List
Get free exposure to thousands of early adopters by submitting your startup for review.

Make Use Of
features cool websites, computer tips, and downloads that make you more productive.

Americans at Work
Please try to support American Worker’s Jobs by submitting additional products to add to the directory.

Pages Inventory
Webmasters can add own sites to the directory

App Advice
AppAdvice’s mission is to help deserving apps be noticed and downloaded by their readers.

App Store Apps
Gain some exposure for your application.

Get in touch with TUAW for their App Review process.

I Use This App
Submit your app for the opportunity of a review.

The iPhone App Review
Select about 1% of the thousands of requests we get each month for a free review.

Slap App
All reviews at are free. They will review your request, and respond back via email with an update on your status.

App Chatter
Submit your application for review and possibly have it featured on

148 Apps
Send information about your apps and games.

Read more:

Movie Trailer Marketing

How do you create a movie trailer marketing strategy to organically market an indie film?

Movie Trailer Marketing

Markitors movie trailer marketing approach:

Faces In The Mirror is an indie film that looked to Markitors to do some movie trailer marketing. With less than a month until the movie premiered, Markitors identified the following objectives to best leverage the trailer:

  • Establish the movie trailer as the “anchor” so other videos from the film could be more easily marketed
  • Optimize the movie trailer for Youtube and Google search terms so fans could immediately engage with the film
  • Strategically distribute and embed the movie trailer on movie and music blogs to reach a larger audience

With these marketing objectives in mind, Markitors gathered more than 25,000 Youtube views for the trailer and got the video to the #1 search spot on Youtube. The film also was one of the most popular Indie films on iTunes for the first two weekends after it’s online release.

Here is the trailer:

From Our Client:

Our goal was to get people to experience this film. The trailer was a crucial element to beginning that experience, which is why it was so important to market the trailer before the premiere. In a month we went from 0 to 20,000 views to quickly get the word out about the film.

Markitors is spelled with an “i/o” for input output. We’re an analytical digital marketing agency in Phoenix that blends marketing and auditing to help B2C companies improve their online presence. Contact us to see how Markitors can help create a movie trailer marketing strategy for your organization.

Get A Free Quote

If you’re interested in our online marketing services, you can contact us to check our availability and get a free quote. However, because all services are customized per client, availability is limited.