If your company doesn’t have a professional website design, you’re definitely missing out. These days, even brick-and-mortar stores need an attractive website to appeal to customers. Your website makes the shopping experience of your clients better and helps them find the products or services they need. In a way, a well-designed website is like having a salesperson online 24/7, delivering a great first impression for visitors.
What if you already have a website that you’ve used for many years? In that case, it may be time to think about a professional redesign. Why is keeping your web pages up to date important?
Why Would Businesses Need to Redesign a Website?
If your current website is performing well and meeting your expectations, then you have nothing to worry about. Refreshing your content should be sufficient. When page visits start to slow down, that’s a sign that it’s time to put a new coat of paint on your web pages.
Sometimes, redesigning a website is necessary because you’re just not getting the traffic you need. Perhaps your customer base has changed or your business focus has shifted. Any type of significantly change in your brand identity or the people you’re marketing to, a new website design is smart. Put simply, every aspect of your website needs to be built with your customers in mind.
Another reason to update the design of your website is when customers find the current site confusing. Perhaps you’ve noticed that people struggle to find the right products or pages. New innovations can improve the client experience and help your web pages flow better.
What Are the Benefits of Designing Your Website Again?
Keeping your online presence fresh provides many advantages for your company. The better the website is customized to your specific customers, the more attention it gets. Adding SEO features and attractive content goes a long way toward getting more page visits and potential clients.
A great website increases your online and local reputation. It shows people what your company stands for and why you’re the right choice. You obtain more leads from people that are interested in buying your products. Website design professionals can also help you determine the best ways to nudge visitors to take the next step, such as purchasing your products.
How Can You Decide What Type of Website Design You Need?
Redesigning a website means doing research on your customers and their purchasing habits. Make sure you’re appealing to their specific lifestyles and interests. There are options that provide a great return on investment according to your budget.
Every business owner knows that investing in advertising is vital for building a large customer base. That said, moving into today’s digital marketing isn’t always easy for longtime businesses. How can you reach your goals no matter the size of your advertising budget? Follow these tips for success with digital advertising.
Focus on the Avenues That Work
If you’re a small business owner, you don’t have an unlimited amount of money to spend on marketing. Even huge national brands have to carefully consider marketing strategies to make sure they’re getting the most bang for their buck. This concept is known as return-on-investment. Put simply, you want to get the best results possible with the advertising package your company can afford.
An excellent way to maximize your ROI is to narrow down your advertising focus. Instead of having 15 different types of online marketing for your business at the same time, spend your money on two or three avenues but do them right.
How can you pick the right methods? That depends on your customers. If the majority of your customers are active on social media, make social media marketing a priority. If you sell primarily to business owners, invest in email marketing or search engine optimization, two methods that bring in the most leads.
Get Help Instead of Doing It on Your Own
When it comes to content such as social media and blog posts, you have to be careful not to overextend yourself. It’s better to work with content marketing professionals to manage these advertising types. Blogs and social media can give your business a huge advantage because modern customers love them. To reap the benefits, though, you need to be posting at least once a week, if not several times a week.
What can happen is you start off wanting to write this content yourself, but slowly you leave off because you’re busy running your business. When social media feeds and blog content stops flowing, people stop paying attention. Avoid this problem completely by having digital marketing pros take care of this content for you.
Market to the Customers You Already Have — Not Just New Clients
A common mistake in digital advertising is spending so much money attracting customers only to forget about them once they make a purchase. That’s like catching a fish and cutting your line before you finish hauling it in. Email marketing is an effective way to keep in touch with loyal customers and show them why your business is still the best choice.
If you own a business that sells goods or provides services, you know the importance of attracting customers to your business. There are many ways to do this, including buying print and online advertisements, making social media posts, and using website and blog keywords to drive internet traffic to your online presence. Here are some ways that keywords can help your business.
By Enticing Customers
Before you do anything else, you need to be able to catch the attention of potential customers. If you use a keyword in a way that causes it to appear in searches for a certain product or service, you are more likely to be noticed by those who would purchase your products and services. Familiarize yourself with your customer base, and adjust the ways that you use your keywords accordingly. For example, if you sell books, and your customer base skews older, you might want to avoid promoting children’s books or young adult novels in your primary keywords.
By Answering Questions
Once you have the attention of potential customers, you can attempt to answer any questions that they might have about your products and services. In fact, the customer may have found your website because they had a question related to something that you sell, rather than wanting to purchase a product. However, the customer will remember your website as being helpful and informative and may consult your company again when they are ready to make a purchase.
By Allowing You To Compare Metrics
It is helpful for a company to know what products and services are getting the most attention. If you focus on driving traffic to your web page by using a different keyword every month, for example, you can look at which keywords get the most traffic and adjust your overall advertising methods accordingly. If you want to learn even more, you can look at metrics such as which keywords are most likely to result in an online customer purchase.
By Reaching a Local Audience
Although you can reach websites anywhere in the world, many people consult the internet to find places of business near them. If you include the name of your city and other local terms in your keyword, you increase the chances that someone close to you will patronize your business in person.
Being smart about the use of keywords on your website and blog can increase customer traffic and boost your sales.
Content marketing is far more than just a trend in the advertising world. It’s a powerful tool that can help companies in nearly every industry build brand awareness, customer loyalty, and even sales. Content marketing can provide a viewer benefits like a how-to video featuring your business’ product. It can also highlight positive behind-the-scenes or community service efforts your organization is making. Of course, video is the most logical and powerful method to distribute this message. Here are a few key principles to use when planning a video content market campaign.
Identify Your Audience and Competition
Video marketing follows all the basic tenets of any advertising effort. Before you shoot or edit a single frame, you need to answer some key strategic questions and plan according to their answers. First, identify as specific of a target audience for your video marketing as you possibly can. Really take the time to determine the age, gender, income level, and geographic location of the person or people you hope to reach. Discuss how that impacts the scripting and presentation of the piece.
At the same time, it’s crucial to be cognizant of what your competitors are doing. As with all marketing campaigns, you must either present something drastically different or demonstrably better than what your competition is putting forth. Nowhere in advertising is this more apparent than in a video.
State Your Unique Value Proposition
Content video marketing should be crafted to elicit an emotional response and goodwill from viewers. That doesn’t mean you should ignore the essentials of branding. You need to demonstrate your unique value presentation in any public-facing marketing element you produce. In content marketing videos, the trick is to show value as opposed to simply talking about it.
The two major types of content marketing require different approaches to presenting value. How-to videos give marketers amply opportunities to highlight product features. Video marketing pieces that promote community involvement can demonstrate value simply by showing what the brand is giving back.
Include a Strong Call to Action
Whichever shape your content marketing video takes, be sure it incorporates this often-overlooked bedrock of digital advertising: provide a call to action to help close the loop. This can be an endplate with a link to your website or social accounts, or an interactive banner with a “learn more” button. Your options are numerous, but never forget to ask for the sale!
Video is the most powerful digital advertising tool available to marketers. These tips should help you approach your video thoughtfully and give you a better chance for success.
In the 2020s, most marketers have integrated digital and social ads into their media mixes. It’s generally accepted that the most effective ad strategies incorporate traditional and new media in concert. Unfortunately, many advertisers have not taken time to learn about the different platforms and channels available. They may feel like having a social budget and presence is enough to stay competitive in their categories. This is a missed opportunity, especially when it’s so easy to learn the basic info needed to launch a successful social campaign. Let’s look at the three main types of social ads, and where they may, or may not be, effective.
In the earliest days of social media advertising, a business would simply post on its page. This was before platforms had established their revenue models and set up mechanisms to sell and deploy ads. Despite that evolution, many businesses still think of organic posts as an effective means of social media advertising. Do organic posts have value? Sure, they help keep you connected to loyal followers and are great ways to relay timely information. Unfortunately, there are certain circumstances where they may do more harm than good.
Social platforms (understandably) want businesses to pay for advertising. If their algorithms detect an organic post that appears to be nothing more than a free ad, they may bury it in followers’ feeds, effectively punishing a business for posting it. Make your organic posts more about things your business is doing than actual calls to action.
Boosted posts are a bit of a double-edged sword. On one hand, they will help you avoid getting buried by free self-promotion. On the other hand, they strip out some of the most compelling aspects of social media advertising. Boosted posts mostly just amplify your reach, making sure that your followers (and their followers, in turn) will see more of your posts. That’s helpful, but it doesn’t take full advantage of the targeted nature of true paid social.
Paid Social Media Advertising
If you invest in a paid social media advertising schedule on any of the major platforms, you will have access to incredibly detailed targeting tools. You can select to serve ads to specific audiences based on very precise demographic information. Unlike boosted or organic posts, you can control and pinpoint who sees your messaging.
Advertising needs vary from industry to industry. That said, most companies can derive significant benefits from a marketing strategy that includes traditional media, digital ads, organic social posts, and paid social.
It’s critical for marketers and advertisers to determine and define their audiences. Knowing who you are presenting information to is crucial to writing copy, designing graphics, and buying media. Generally, audiences are identified by demographic details like age, gender, income level, and physical location. However, this approach relies on broad generalizations. An emerging marketing trend is the use of personality types over demos to deliver marketing messages.
The “Big Five” Personalities
“The Big Five” is a very widely used and excepted profile of personality types. It’s a helpful way to break down the characteristics of five potential target audience members. First, you have “Conscientiousness,” a profile marked by thoughtfulness, empathy, and strong attention to detail. On the opposite side of the dial, you’ll find “Neuroticism,” which is characterized by moodiness, insecurity, and anxiety. The third is “Agreeableness,” and as the name would suggest, people in this profile are very kind and take pleasure in helping others. Individuals who fall into the “Openness” category seek adventure and are highly creative. Finally, people who exhibit “Extroversion” are very social and energetic.
How to Craft a Personality Type-Based Audience
Once you’re familiar with “The Big Five,” you can assign some very specific values and needs to them. Yes, these are generalizations as well, but they line up more closely with personality types than they do with demographics. If your target audience is based on personality profiles, you can match up the value proposition of your product or service to the one that is most likely to want or need it. For example, if you are selling eco-friendly notebooks, you may find “Conscientiousness” to be the most logical customer profile to pursue. If you are marketing a meditation app, you might focus on “Neuroticism.”
Creating Messaging to Reach Your Target Personality Type
Once you’ve identified your personality type target audience, the next step is crafting your messaging. As you write copy and design graphics, be sure to appeal to the attributes of the profile to whom you are speaking. If you’re pursuing “Openness,” you will want to use up-tempo music, language that invokes excitement and adventure, and designs based around experiences like mountain climbing or dining in exotic locales. If you are going after “Agreeableness,” emphasize “service,” and “help.” Support your copy with images that reflect these attributes.
Moving away from demos to personality types is a big shift and may take some getting used to. Once you’ve made a habit of it, however, you may find it to be a game-changer in the effectiveness of your marketing!