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The 7 Pillars of Digital Marketing Blog

Best practices, training and innovations in Digital Strategy.

Think Big in the Startup Universe

August 10, 2015 – 8:26 am
Allison Turza Bajger

Darian Shirazi, the first intern hired at Facebook, was recently interviewed on CNBC (and yes, he picked up some equity in Facebook before moving on to start his own businesses).  Shirazi spoke about his time and experience during the early days of the social media behemoth’s existence and shared an interesting insight with the cast of Squawk Box. He explained that the one difference between Facebook and most other startups was the fact that Mark Zuckerberg was always “thinking big.”

From the outset, Zuckerberg was focused on building a massive, life-changing social media ecosystem.  Unfortunately, this notion of “thinking big” is often lost upon early stage entrepreneurs as they get too bogged down in the muddy morass of small day-to-day problems or challenges.

One of Google’s guiding principles, “think big, act small,” echoes Shirazi’s observations. The Google principle encourages the company to formulate abiding large scale goals while recognizing that results can only be achieved via small steps. As Google clearly recognized, the successful entrepreneur must demonstrate a commitment to continual growth.

Facebook, for instance, was able to surpass all of its competitors (think Myspace) because it had the best growth model.  The model could be quickly and efficiently repeated; this repeatability was the vessel carrying the “big thoughts” and “big ideas.”  Zuckerberg’s consistent, grand vision enabled him to effectively handle large scale growth. As a result, Facebook pages now light up computer screens around the globe.

In the end, a successful entrepreneur has to strike the appropriate balance of building for the longer term or “big” future while still taking small steps, setting small goals that can be readily met, and making things happen every day.


Masses of Millennials Bitten by the Entrepreneurship Bug

June 15, 2015 – 3:03 pm
Allison Turza Bajger

Recently released statistics based on data from more than 70 economies and 200,000 participants revealed that 18 percent of all young people from the ages of 25 to 34 are starting businesses in America (source: The Global Entrepreneurship Monitor). Even more surprisingly, throngs of millennials are building their startups while maintaining other jobs.

With so many new gladiators entering the startup arena, a sound business strategy is paramount. In order to successfully navigate the dense thicket of competition in the marketplace, a few important principles should always be top of mind. Most importantly, young entrepreneurs must practice proactive time management. This notion is even more important for those young people trying to build a business and a brand while working a separate 9-5 job.  Effective time management forms the foundation of any successful startup.

The steel backbone of a winning time management strategy is forged by a consistent return on investment  (“ROI”) mentality.  The budding entrepreneur should view his or her time as money; it is not to be wasted. Accordingly, key performance indicators can be utilized to determine whether time is being spent wisely. Every undertaking starts and ends with evaluating goals. As PayPal co-founder and early Facebook investor Peter Thiel stated, every startup should continuously be asking itself “what is valuable?”

Data indicates that now is as good a time as ever to be an entrepreneur, as banks are more willing to lend post recession and it’s cheaper and easier to build products thanks to innovative technology. An entrepreneur must therefore strive to create an organic and agile workflow. Flexibility is key and high performers are focused but not fixated.

Innovators and economic disruptors ultimately win in the startup space. Accordingly, all young entrepreneurs must be open to inventing, re-inventing, and pushing traditional boundaries. The next big thing is always around the corner, so, to all you young entrepreneurs out there, as CIA agents say before embarking on a new spy mission, “good hunting.”


The Secret Recipe For Becoming a Successful Entrepreneur: Q&A with Jason Stile

June 5, 2015 – 8:25 am
Allison Turza Bajger

Blueliner LLC is the entrepreneur’s company. We are comprised of many talented and eager marketing and tech-focused entrepreneurs and we always love reaching out to other like-minded entrepreneurs to see how they turned their dream into a reality.  It was a pleasure to have the opportunity to interview Jason Stile, Founder and CEO of Ajustco.

Jason is a serial entrepreneur who has been coming up with ideas since childhood. He currently has two innovations in the market, one of which is the award-winning barrel bolt lock AjustLock.

AB: What’s been the most difficult aspect of running your startup?

JS: It is a tie between raising the initial capital in the first round and getting production to a level that is ready for the market.  I spent the first year going to investor pitches and receiving a lot of similar responses such as, “I like your product but I know nothing about consumer product companies, I only know about tech start-ups.”  It also took about a year and many trips to China to get production right.

AB: In one word, how would you summarize your experience as a CEO?

JS: Adventure

AB: What advice would you give to budding entrepreneurs in any industry?

JS: When you have written your business plan and produced your financial projections for the first 3 years, whatever amount of money you think you need to get through those 3 years, TRIPLE IT!!!  That is how much you will need to survive.  A wise man once gave me that advice and I didn’t believe him until I have now lived it.

AB: How do you motivate yourself to keep growing your company?

JS: I have a responsibility to my investors to give them back a return that is multiplied enough times to justify the initial risk that they took in me and our company.  They all believe in me and are counting on me to hustle hard every day until we make it work.  They are a big part of my motivation.

AB: What’s your favorite activity to partake in outside of the office and why (ie., to stay “normal”)?

JS: I practice an Internal Art called Hermetic Philosophy.  It is the study of how everything in Nature functions including how our internal world functions, especially our instincts, emotions, and our mind.  What is great is that I can practice it at work and out of the office as well.  It has become integrated into my entire way of living so there really is no separation.  It is my favorite activity because it helps me to connect with my Inner Being, something I have been seeking my whole life.  These teachings help me create inner harmony and order which in turn brings me a happiness that is lasting unlike a temporary pleasure which only lasts a short while.



Homepage Slider (Virtual All Stars)

May 8, 2015 – 11:13 am
Allison Turza Bajger


#StartupColumbia Festival Leads to Future Collaborations!

April 29, 2015 – 2:29 pm
Allison Turza Bajger

Columbia University’s Second Annual #StartupColumbia Festival brought together rising entrepreneurs and established experts in the field to celebrate “NYC Innovation.” The event featured four panels, two mini keynote speeches, and Columbia Venture Competition award announcements, leading to the distribution of $250,000 in grants to budding student innovators.

Global Tech, Viral Media and Fashion Innovation were among several topics discussed. Sponsors included Goldman Sachs, AlleyWatch, SoFi and many more. The event led to several opportunities for future collaboration between Blueliner LLC and other NYC-based Startup companies.  Stay tuned!


Blueliner CEO to Speak at NYC Startup Socials Event (April 16, 2015 from 4:30 – 8pm EDT)

April 14, 2015 – 4:32 pm
Allison Turza Bajger
Growth Hacking Fundamentals: Hands-On Workshop (NY)

Be sure to mark your calendars! On Thursday, April 16 from 4:30-8pm EDT, Arman Rousta will join other Marketing Industry leaders and discuss the fundamentals of running a successful marketing plan. Other topics will include Search Engine Optimization (SEO), Content Management (CM), Viral Marketing and many more!  Don’t miss the opportunity to  personally engage with the speakers in a 1-hour interactive workshop and Q&A session.

Network, ask questions, work through new concepts, and get real solutions to your existing marketing needs! Registration is limited!



[Marketing Analogies] Call for Triathletes, not Marathon Runners

February 16, 2015 – 7:05 pm
Arman Rousta

Are you a runner or an athlete? Yes, runners are athletes too…but a triathlete is a well-rounded, multi-talented individual, who cross-trains and is able to shift gears – literally – when the terrain changes.

This is an analogy for the kinds of people I look to hire and enjoy working with. People who have an array of complimentary skills, and who work hard to hone several crafts, not just one very specialized skill. I’m not saying that there isn’t a place for specialization. It’s just not always practical or useful in a dynamic field like Digital Marketing or a multi-faceted era like the one we now live in.

Another good analogy – perhaps more controversial – is to compare a boxer to a mixed martial artist, and ask the question – “Who would likely win in a street fight?” I think the answer is obvious. The mixed martial artist trains for various situations and must be well-prepared for different types of attacks; whereas a boxer knows that he’s likely not going to get kicked, and thereby can focus on one type of engagement. As a digital marketer or technician, who would you rather be when the gloves come off?

How does this apply back to what we do as digital marketers and web developers? Let’s think about SEO for a minute, and consider what type of SEO expert you would want to hire in your company. Of course, a lot of it depends on the overall budget and what other team members he or she has to work with. Let’s assume that there already exists a 4-person team (one Web Designer, one Web Developer, one Online Advertising Manager and one Social Media Strategist). In the current team, they may have tried to do SEO, but always got too busy with their own tasks, and faced some knowledge limitations; hence the need to bring in an SEO Specialist, to complement the team’s current skills.

If the new SEO comes in, and knows absolutely nothing about the other four disciplines and what those team members do, how effective do you think he or she will be? For example, the SEO knows how to view Search volume estimates from Google Adwords, but not how SEM bidding works, or ad geo-targeting. Or the SEO doesn’t understand how Social Media mentions, follows and engagement can impact Google’s search algorithm; maybe he’s heard about it anecdotally through SEO best practices reading, but since he hasn’t practiced Social Media, he’s not quite sure how to follow-through with these tasks. Even in this nice case of having four other team members, all of which have a primary focus in one area, the SEO needs some training to talk the same language as each of them, and collaborate effectively on marketing projects.

In the 7 Pillars of Digital Marketing methodology, we look at individuals and project teams through the lens of a tool called the 49er Matrix. There, we break down each person’s skills across each of the 7 Pillars – establishing 1 or 2 “Majors” (as in College, when we choose our primary study area) and 2-3 “Minors”. Digital Marketing is an interdisciplinary field, and those who follow the rigid bent of specialization will have trouble here, and are better suited for ultra-specialization jobs in large corporations. To succeed in this field and this era, teams overall and individuals must take a holistic approach to training and knowledge sharing.

Think of yourself as a triathlete, not a marathon runner, and you’ll go a long way, by land or sea!


Blueliner CEO To Keynote At CIMPA 2014

November 10, 2014 – 3:00 am

CIMPA 2014 – The Open Universe To Digital Marketing


Mark your calendars!

The much-anticipated 2nd edition of The Cayman Islands Marketing Professionals Association (CIMPA) Conference is set for November 12th at The Westin Grand Cayman Seven Mile Beach Resort and Spa.

Industry leaders will share their insight and expertise regarding hot topics and trends in marketing.

Blueliner’s CEO, Arman Rousta, who is one of them, will present an innovative concept: The 7 Pillars Of Digital Marketing. , a complex framework and methodology for learning, planning, executing, and analyzing all aspects of Digital and Integrated Marketing.

This is a unique chance for all participants to experience a presentation on best practices, emerging trends, a revolutionary marketing concept and an insightful case study that will all be presented exclusively within CIMPA 2014, by our own Arman Rousta.


Stay tuned for the LIVE coverage of the event via our social media channels!

You can also ask us questions via Twitter, using the #7pillars hashtag.


To find out more information about The 7 Pillars Of Digital Marketing, visit:


To find out more information about CIMPA 2014 and to register, visit:




Blueliner CEO to Keynote WebCongress New York

June 23, 2014 – 10:12 pm
Arman Rousta

Come join the industry leaders at WebCongress New York!  Blueliner CEO, Arman Rousta, is one of the featured Keynote Speakers, and will be discussing his digital marketing solution strategy “The 7 Pillars of Digital Marketing”.  Get inspired and learn digital insights from the experts!  The list of speakers reads like a who’s who of digital marketing world, including Facebook, Microsoft, Facebook, Bing, YouTube, AOL and Blueliner just to name a few.

Split into three experiences, WebCongress NYC offers a unique and engaging learning and networking environment like no other.  The event agenda includes:

Conference & Roundtables:  Let the industry leaders inspire you!

Workshops:  Master advanced marketing strategies in small groups led by the experts. “Discover ASPEC” with the creator, Theo Sky, Creative Director and Co-founder of Medialets, or sit down with Jason Daily, Director of Bing Evangelism to explore “The Future of Search”.

Networking Party:  Mingle, network and enjoy cocktails with WebCongress New York attendees and speakers at the after party, hosted by our friends at Startup Socials.


To register, please visit:

To learn more about WebCongress New York visit:



Recovering from Panda 4.0

May 27, 2014 – 12:21 pm

Many businesses rely on organic search marketing efforts to provide high quality, targeted, high-ROI web leads and/or sales every month. A hit to website rankings or visibility can be detrimental to your short term business model. For many websites, Panda 4.0 makes this nightmare a reality and many businesses struggle with correcting past mistakes and re-asserting their business in a space online that encourages interest and ultimately, conversions.

Recovery is not easy. It never is. It can be a lengthy process and one must be able to quickly recognize this in order to move forward and reduce the impact on your business’ bottom line. In times like this, we turn to the 7 Pillars of Digital Marketing for recovery.

Each of the 7 Pillars of Digital Marketing is accompanied by 7 Stages, in order to best help you plan ahead for the implementation of each pillar. From budgeting to resources and technology, the 7 Pillar’s 49er Matrix can be used as a guide in recovering from Panda 4.0. For more on the 7 Pillars, take a look at the presentation at this location.

Step I: Panda 4.0 Recoup

Pillar 4. Digital Media

Recovering from a loss of organic search rankings is not going to happen overnight. The same way it took your site a prolonged period of time to rank for your target keyword(s), it can to take to rebuild. In the interim, you should have a sense of which of your target keywords have been converting. While you may no longer have Analytics access to those converting keywords via Google anymore, you are still able to note the fluctuations in entrances to top landing pages and inference entrance keywords on:

  • The manner in which those pages are optimized
  • The change in those landing page entrances (Analytics) versus the change in search impressions and clicks (via Webmaster)

These combined with the nature of the conversion may be enough to lend insight as to the lost keyword(s) that have impacted your bottom line. If you’ve never worked with Google Adwords before, now is a great time to start. While this will incur costs you may not have normally expected, running a quick and efficient Adwords campaign to target the specific keywords lost is a great way to put your business back in front of the eyes of potential consumers and regain the voice lost when your site was hit by Panda 4.0.

Tip: Did your previous organic meta description and page title encourage a high click through rate? This provides a great starting point for your ad copy. Reverse this tactic as well – A/B testing ad copy for the purposes of changing your meta description is a great way to influence your organic click through rate when you’ve began to work on Pillar 3 again (SEO.)

Pillar 5. CRM

Some webmasters just don’t dive into their analytics nearly enough. Now is definitely the time. Your site is most likely seeing a reduction in unique and/or new visitors. For the visitors that are still coming to your site, either from branded searches or keywords that are still successful – how is your website interacting with them? Each visitor should mean that much more to you now because you understand how volatile the SERPs can be and how organic traffic and its ROI cannot be taken for granted. Are your web pages converting visitors? Where are they dropping off? The use of Google Analytics in conjunction with tools like Clicktale can lend great insight as to how users are interacting with your web properties. Test alternative landing pages (colors, language, formatting, etc) and work to improve on-site conversion rates from existing users to compensate the reduced ROI from the site being hit by Panda 4.0.

Tip: Alternatively – Look to your database. How many leads have you captured in the past? How many email addresses are on file and have authorized emails to be sent to them? Consider how you’ve interacted with them in the past and how you can re-engage past web visitors in order to recoup the loss of organic traffic with an audience that you know is likely to convert, as they have in the past.

Step II: Panda 4.0 Recovery

Pillar 1. Content

For many that have been hit by Panda, this may have been where the problem originated from. Content. What are you delivering to your web users? Are you providing content of value? How often is this content being updated? Google loves to see new and fresh content updated on a site. It lets them know that it’s still active and assumes its relevancy to users. Whether it is new static pages or active blogging, it is recommended that your website evolve as your market evolves. Being ahead of the curve and an influencer in this sphere is even better, and this is what your website should be at its highest aspirations. If you were a consumer or a general web user and wanted information on or wanted to purchase X – Would your site be the place to do it? Why or why not? How can you turn those honest ‘no’s’ into a resounding ‘yes’? It all starts with the content. While we’ll never claim that this is where the buck stops, it’s certainly a good place to start.

Note: Integration with Pillar 3 (SEO) is crucial. Content should be targeted in the same manner in which your meta-tags are targeted. It is important that content like your meta-tags are unique to individual pages, as duplicate content can be trouble-some.

Tip: Oft overlooked, but formatting of on-page copy is vital. It ensures readability, encourages users to scroll further down the site to both read and click through to other sections. Google also uses this as a ranking indicator.

On top of Google’s recent Panda updates, algorithm updates have been made to lessen the visibility of websites that don’t offer users enough content above the fold. If a user has to scroll down too far on your website, or has to pass through an abundance of ads to view your content, you’re probably providing a negative user experience. If this sounds like your website, now is the time to correct it. It will both benefit your SEO and your users will thank you.

Outside of this visual change, examine the structure of URLs on site. Ensure that pages are not just tied to the root domain and that each section is built out in a manner that which Google can literally track each subsequent sub-folder of a page and denote the exact topic/industry/niche the page is a part of, going all the way back to your root domain.

Pillar 3. SEO

Integrating Pillar 2 and 3 (like all the pillars) is essential. Ensure that pages (folders, sub-folders) are targeted for a specific set of keywords. When building in-links into your site, the linking site and the link target should accurately reflect the keywords in this section. This will work to further re-enforce the subject matter of those particular sub-folders and of the website.

There is also the matter of taking care of the existing in-link issue on your site. Check your account with Google Webmaster Tools which will indicate whether your site has been hit with a manual penalty or not. It is suggested that you tackle both manual penalties and algorithm shifts in the same manner – by “tidying up” your link portfolio.

Cleaning your in-link portfolio doesn’t necessarily meaning to remove any link that doesn’t come from a high page rank website. No natural link portfolio is void of less than stellar links, and you shouldn’t attempt to make yours as such. It will only make your portfolio seem unnatural, which is not a lot better than having a portfolio full of SPAM.

There are several tools out there, like Link Detox that can help you sort through your site’s links and identify which are questionable. The goal is to remove SPAMMED links – and we all know those when we see them, no need to go into the details. Email webmasters individually and kindly ask them to remove the links on those sites. Those that you cannot get in contact with should be placed in a Disavow file and submitted to Google Webmaster. If you have a manual penalty noted against your site, now would be the time to also fill out a Reconsideration Request.

Pillar 6. Social Media, PR

Going forward, it’s important to make sure that you have a healthy inlink acquisition strategy for your website – one that centers around the Content (Pillar 1) that you’ve created within your niche. The integration of this content with your social media and PR strategy is key.  Social media shares, likes, pins, tweets, etc are all positive indicators to Google that your content is of real value to those that interact with it; thus its impact on your site’s organic search rankings.

Like social, PR will play a vital role. Think of your PR and link building strategy as a single concept – Where would you want to attain links from? Where do you want referral visits from? Where does your target audience live and what are the best forums and mediums to reach out to those individuals? At its highest level, your marketing and PR strategy should directly reflect your newer (Panda-proof) link acquisition strategy.

Pillar 7. Mobile

Mobile issues often present themselves in the face of duplicate content and low user engagement (Pillar 2 and 3, respectively). When using the 49er matrix, you’ll see the correlation between UX and mobile. A mobile friendly UX can come in the form of a responsive web design or a separate mobile website. Allowing the user to view the content in a format appropriate for their device will help to increase engagement, pages per visit, time on site, and ultimately, conversions. Not only is this better for your business’ bottom line, but will indicate to Google that your site provides quality material for users.

The other way mobile websites tend to conflict with Panda 4.0 updates is in the form of duplicate content. Users that have separate mobile and desktop websites often repeat the content from one site to another. This is not unusual and may be practical in most senses. To Google, this still appears to be duplicate content across sub-domains. In order to fix this, you’re going to have to let Google know that this content is duplicated on purpose, supposed to be there, and then indicate which one of these pages you would rather rank. This acknowledgement of the issue and indication of your URL ranking preference for this content comes in the form of a rel=canonical tag, placed on the header of both the original and duplicate content. This will fix the issue of duplicate content within your site – something Panda penalizes heavily.

And this is just the start of it! We’ve barely begun to scratch the surface of optimization and cross optimization between Pillars. Using the 49er Matrix, follow each pillar and mode and ensure that you deliver an integrated, holistic marketing plan from the ground up; that incorporates all aspects of your digital strategy. This will not only aid in your recovery of Panda 4.0, but will reduce the chances of your web properties being affected by future Google updates. Good Luck!


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