Professional Services Marketing Automation 2

How a Website Redesign Can Keep You Competitive in 2021

Having a successful website is becoming increasingly important over the years. You could say it’s taken on even greater importance during COVID-19 when people have more time to spend online than ever before. As such, more and more companies are investing in their web design. If you don’t keep your website competitive, you could end up losing potential leads and customers as a result. With that in mind, a website redesign may be in order. An effective website redesign can help strengthen your brand, increase brand awareness, and help generate more leads and sales. The following are a few website redesign tips to keep in mind for this year:

1. Re-evaluate Your Buyer Personas

Understanding your target audience is key to running a successful website. If you don’t know your audience, it will become increasingly difficult to attract and convert leads, not to mention close sales. After all, how can you create relevant content if you don’t know who you’re creating it for? With that in mind, developing buyer personas is crucial; however, if you haven’t revisited your buyer personas for a while, it may be time to do so. Target audiences can change over time, especially if your brand has undergone changes as well. As such, before embarking on a website redesign, be sure to re-evaluate your buyer personas.

Buyer Persona Guide

2. Keep Producing High-Quality Content

The success of your website will always depend on the quality of your content. This will never change. We recommend analyzing the content on your existing site to determine how effective it has been. Use performance metrics to identify content that has performed well and content that has performed poorly. Using this information, you can improve your website’s content strategy moving forwards. Additionally, consider scrapping old content that’s no longer relevant and repurposing older content into newer content (for instance, converting a listicle into a Slideshare). Finally, check out the competition to see what types of content are performing well for them and to learn from their mistakes so you don’t have to make them.

3. Make navigation simpleWebsite Redesign

Although the majority of your audience will likely be quite internet-literate at this point in time, they are also much less patient. As such, while they may be able to find what they are looking for even if your website navigation isn’t great, it’s going to annoy them. You need to make navigation as simple as possible so that they have no issues exploring your website. If they become frustrated due to poor navigation (due to a lack of internal links, a lack of a search feature, or a cluttered navigation menu), they’ll be more likely to leave.

4. Use a visual design that eliminates eye strain

A more minimalist approach will help make your website easy on the eyes. However, those aren’t the only visual elements that affect your visitors’ eyes. Choose colors that are calming and comfortable. Bright, bold colors may pop, but they can cause users to strain in an attempt to view your content (for example, bright yellow backgrounds with red text font is an obvious no-no). Additionally, choose typography that is easy to scan. Anything too fancy and it can become more difficult to read than it should be.

5. Ensure high-end performance

One of the biggest problems an outdated web design tends to have is with its technical performance. If pages are taking too long to load, if links aren’t working properly, or if forms are refusing to submit, you have an issue. Technical problems can not only affect your search rankings in the long run, they can also hurt the user experience of your website. Not to mention that you’d lose valuable leads as a result. It’s one of the main reasons why a routine redesign is required. Additionally, if you’re not using a responsive design yet, be sure to implement one so that your site is mobile-friendly.

6. Optimize your website for SEO

Finally, optimizing for SEO continues to be important, even in 2021. The days when you could simply throw a few select keywords into your content are long gone — SEO is a full-blown strategy that requires both on-site and off-site coordination. Not only will you need a technically sound website, but you’ll also need to make sure you have a comprehensive site map, internal and external links on each page, backlinks to authoritative webpages, social media links, comment pages, properly optimized landing pages, and much more.

 

If it’s been a while since you redesigned your website, then the odds are it’s time for an update. An outdated design may result in technical issues, an outdated aesthetic, and a lack of user-friendly features, all of which diminish your company’s credibility and authority among new visitors. By using these tips to plan a website redesign in 2021, you will boost your chances of increasing leads and sales.

  25 Website Must Haves For Driving Traffic, Leads & Sales
types of marketing videos

Types Of Marketing Videos You Should Use

Year after year, video marketing grows in importance. Video has never been easier to consume for Americans, especially when considering the increasing quality of smartphones and tablets. Video is also the easiest way for people to absorb information. Additionally, according to a prediction by Zenith Media, the average person will spend around 100 minutes a day watching videos in 2021. The pandemic certainly had an impact on these numbers as well. People have more time on their hands to watch video content, especially those who have switched to a work-at-home environment. Because of this increase in video consumption, a video marketing strategy is an absolute must. The following are some of the different types of marketing videos that you should consider producing this year.

1. Educational videos

Educational videos should be used to help inform your audience about a particular subject. No video marketing strategy will be successful without them. This is because the more informed your audience is, the more confident they will be in making a purchasing decision down the road. Educational videos provide them with the knowledge they need to understand your business and the solutions you offer. There are several types of educational videos, including:

  • Demo videos – Videos that demonstrate how your product or service is used.
  • Explainer videos – Videos that showcase why your product or service is needed.
  • How-to videos – Videos that provide step-by-step instructions on how to do a specific task.
  • Animated videos – Animated videos are a fantastic way to deliver information in an entertaining way, whether they’re explainer videos or how-to videos.

2. Interview videostype of marketing video

Interviews are an excellent way to provide detailed information about certain subjects to your audience while also providing a personality to engage with. You can film interviews with both employees and upper management as well as experts that are relevant to your industry. What’s great about interview videos is that they are incredibly easy to produce.

3. Event videos

Certain events, like industry tradeshows, conferences, fundraisers, and round table discussions, can reveal a wealth of information. Film these events and edit them into event videos for your audience to enjoy.

Leveraging Video Marketing During COVID-19

 

4. Case study and testimonial videos

These types of videos focus on customers and their experiences using your product or service. Not only can you use them as social proof that your products or services work, but they make it easier to build trust with your audience. Potential customers are much more likely to relate to and believe what previous customers have said, after all. Using case studies and testimonial videos, you give customers the chance to explain what their challenges were and how your product or service solved those challenges.

5. Behind-the-scenes videos

A big part of creating a successful brand identity is presenting your company as being relatable. You don’t want your audience to think of you as a big faceless corporation, after all. Creating videos that depict your company behind the scenes is a great way to do this. It shows that there’s a human element behind the business. There are tons of ways to go about creating behind-the-scenes videos. A video of the day-in-the-life of the typical employee or a video of the manufacturing process of a product are great examples.

These are five different types of marketing videos you should consider creating in 2021. As you develop your video marketing strategy, remember that the quality of your content matters — and so does the audience that you’re creating it for. Always keep viewers in mind to ensure that your video marketing efforts are relevant.

17 SEO Myths
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b2b marketing trends 2020

Difference Between B2B and B2C Marketing Automation

Marketing automation offers a company the chance to centralize most of its marketing activities into a single software platform and to automate it to an extent. This centralization appeals to both B2B (business to business) and B2C (business to consumer) companies. However, the way B2B and B2C marketing automation works is different due to fundamental differences between the two groups.

Why Is Marketing Automation Between B2B and B2C Different?

Effective marketing addresses each customer’s individual goals and needs. This remains true whether the customer is B2B or B2C. Because these groups have differing goals and needs, the way you market to them has to be different. As a result, the following differences remain when you use marketing automation:

  • The marketing focus differs:
    • With B2B, the focus is on generating leads and keeping their subscribers engaged throughout the longer sales cycle.
    • With B2C the focus is on building the brand.
  • The tactics used are different:
    • B2B marketing delivers content that positions the company as an industry leader, while nurturing the lead in the sales process.
    • B2C marketing is about the customer journey and making data-driven recommendations for products or services.
  • The tone of the messages is different:
    • B2B messages are to targeted groups at different stages of the sales cycle.
    • B2C messages are more personal and highly relevant to the individual.

Here Are 5 Benefits Of Marketing Automation

How B2C Marketing Automation Differs From That of B2B

With all the differences between marketing to the B2B and B2C groups, it’s easy to see why their marketing automation needs differ as well.

  • Communication channels. While both B2B and B2C businesses rely on email for marketing, the B2C use other channels as well. Text messaging, push notifications and retargeting are just a few examples. The B2C marketing automation solution needs to handle these additional channels.
  • Data used. B2B consumers are businesses that have specific needs. Marketing data for this group would include approximate company size, industry, point of contact and specific needs. B2C consumers are individuals with specific tastes. Marketing data for this group includes age, gender, purchase history and frequently visited product categories.
  • Features needed. B2B companies need help with nurturing their leads through the sales cycle. They want features like lead scoring and integration with their CRM system. B2C companies want to retain the customers they get, so they want features like reputation management, retargeting and retention marketing.
  • Marketing focus. B2B marketing focuses building the one-on-one relationship. B2C is more about building the brand and building mass appeal.
  • Pricing. B2B automation is priced based on the number of contacts managed within the system. B2C automation is priced based on the volume of data. It is not uncommon for B2B automation to have only 100 contacts in the system while B2C has thousands.

The differing approaches of B2B and B2C marketing lead to their different marketing automation solutions. Trying to substitute one strategy for the other is difficult, due to different features and pricing structures. If you need help finding the right solution for your business, contact us at Stevens-Tate.

  25 Website Must Haves For Driving Traffic, Leads & Sales

brand storytelling examples

Brand Storytelling Examples to Learn From

Your brand identity goes beyond your name, logo, and the products or services you provide. A brand identity is all-encompassing: it also includes your goals, your beliefs, and the feelings you elicit from your audience. To create a strong brand identity, you need to create a narrative that’s consistent across all channels. This is where brand storytelling comes in. Brand storytelling involves using storytelling techniques that bring together both facts and emotions to create your brand identity. The following are five brand storytelling examples that you should use as inspiration to help create and drive your own brand story:

1. Apple

Apple is arguably one of the greatest examples of successful marketing in the history of marketing. They were able to capture a small corner of a market dominated by Microsoft and, through the use of incredibly effective brand storytelling, turn themselves into a behemoth. Knowing that they were up against Microsoft, Apple decided that their message would be to go against the grain. They would position themselves as a revolutionary innovator. Their “think different” tagline showcases this, as does all of their other advertising. Their most famous ad is the most obvious example: the 1984 ad in which a woman defiantly smashes the screen with a sledgehammer.

brand storytelling example

2. Ikea

Ikea has built its brand on the functionality and simplicity of its products, which they showcase using lighthearted humor. Their most famous commercial “Lamp” highlights this. It’s a commercial showing an old lamp being replaced and being thrown away. It’s a sob story until a narrator shows up to exclaim that the viewer is crazy to feel bad about the old lamp since it doesn’t have feelings, and the new one is much better. It gets a great laugh and emphasizes the need to update old products with newer, higher-quality versions.

3. Old Spice

Old Spice used to be a brand associated with older men. The word “old” certainly didn’t help. They altered their brand storytelling to emphasize that the scent of old spice was how men should smell. They used humor and great writing to convey this, but what made the storytelling particularly effective was that they didn’t target men — they targeted women. Old Spice essentially focused on delivering a message to women about how their men should smell, so that they could influence men on Old Spice’s behalf.

How to build your own brand story

4. SoulCycle

What’s interesting about SoulCycle is that it basically consists of a class full of people riding exercise bikes. That’s it. There’s nothing more to it. But their brand storytelling has lifted this simple service into something much greater. They have positioned themselves as a high-end fitness service that’s not just a service, but a lifestyle. This lifestyle includes the use of teachers who are essentially fitness influencers and classes that are almost club-like in their atmosphere. Members feel like they belong to a community, not a gym. Without their incredibly effective brand storytelling, you could argue that they would be a glorified gym with limited equipment.

5. Warby Parker

Warby Parker is a glasses frame manufacturer that has positioned itself as a company that sells fashionable frames at reasonable prices. Their storytelling focuses on how they build their frames and on the customers that buy them. In fact, much of their content is user-generated, which helps emphasize that they are frames built for everyone. Their message gets across because they keep their brand storytelling simple and focused.

These are a few brand storytelling examples to keep in mind when crafting your brand story strategy. Successful brand storytelling will strengthen your company’s identity, thereby making it easier to evoke an emotional response from your audience and to build long-lasting connections with them. By implementing an effective brand storytelling strategy, you’ll be more likely to increase your company’s visibility, impact, and — eventually — profit.

Learn The StoryBranding Process
website redesign process

Do You Need to Redesign Your Website?

If your website has sat untouched for more than a few years, then there’s a good chance that it might be in need of an overhaul. Your website should be continually bringing in new leads, increasing your brand awareness and establishing your brand authority. If your website isn’t currently doing these things, then you’re not only limiting your ability to grow; you’re also helping your competitors as a direct result.

Signs you need a website redesign

If you’re wondering if you need a website redesign, then you’ll want to look for specific signs that show your website is in need of improvements. The following are some major signs that your website could benefit from being redesigned:

Your brand has undergone change

It’s not uncommon for a company to undergo a change in branding. This can happen if the company changes ownership or has changed direction; for example, to concentrate on a more niche market or to target a different audience. If your brand has changed, your website needs to reflect this. Keep in mind that your brand identity consists of much more than just your offerings or your logo. It’s your company’s narrative. Brand storytelling is how you get your audience to connect with you and to relate to you. Because of this, it needs to be prevalent throughout your site.

Your website ranks poorly

Every website receives rankings from Google. These rankings determine your site’s exposure on Google’s search engine results pages (SERP). Google uses its rankings to ensure that its users are provided with search results that are relevant and of high quality. The higher your ranking is, the more exposure you’ll have to people searching for topics relevant to your site. If your site ranks poorly, it means that you’re getting little exposure. This will also limit how much traffic your website will receive. Your redesign needs to implement the best practices of search engine optimization (SEO) to ensure a strong ranking.

Here are ten ways to use Google Trends to increase your SEO

Your website user-experience needs improvement 

Some of the factors that influence your website’s user-experience include how long it takes your webpages to load and how easy your site is to navigate. If your pages take too long to load or your visitors don’t know how to find what they are looking for, they’re likely to leave. Additionally, if your website isn’t mobile-friendly, it’s going to affect the way that your site is displayed on mobile devices. A lack of mobile optimization makes it difficult for mobile users to browse through your site.

Your website could improve its conversion rate 

If the ratio of purchases and opt-ins to your number of visitors is lower than you would like it to be, then there’s likely an issue with how your site is addressing each stage of the sales funnel. Your website should nurture visitors at every stage, whether they are looking for information about your company or product or whether they are ready to make a purchase. You should also have calls-to-action that are relevant to each page and that help drive your leads to convert.

Your website could use an updated look 

Aesthetics matter. The look of your website is going to leave a big first impression on your visitors. Consider the look of some of the websites you use on a regular basis. Today’s websites have generally moved to a cleaner and more elegant look.

You don’t regularly update your website

Your website generates all kinds of useful data you can leverage to improve your website’s design and adjust your marketing strategies. By implementing a growth-driven design model, you can continually update your website based on your website data, which you can gather using analytics. This will also allow you to focus your resources on areas where it will benefit your brand the most and to adjust strategies that aren’t working.

Want more resources on how to redesign your website? Click here!

  25 Website Must Haves For Driving Traffic, Leads & Sales

healthcare marketing agency

Five Tips for Effective Inbound Marketing for Healthcare

Quality healthcare has always been important, but it’s even more important during the pandemic. More people are searching for health-related information than ever before. As such, it’s critical that your healthcare business is in a position to be found. To achieve this, you need to implement a strong, long-term inbound marketing strategy. A good inbound marketing strategy can help drive awareness of your business and help generate more leads. It’s why you should work with a reputable healthcare marketing agency. With that in mind, the following are five essential inbound marketing tips for healthcare businesses:

1. Add Educational Content To Your Website

One of the most important goals you should have is to build trust with your audience. Trust is essential to any healthcare business; after all, your customers are often putting their lives in your hands. With that in mind, you should add educational content to your website. This content shouldn’t promote your services or products. Instead, it should educate your audience. The more informed they are, the more confident they will be in making a purchasing decision. Not to mention that it helps build your brand authority, which directly increases trust.

COVID-19 Content

An example of educational content might be a page dedicated to COVID-19. This page could explain what the symptoms are, what patients should do if they exhibit symptoms, and how they should seek help if needed. Not only are you providing valuable information that can save lives, but you’re also providing relevant information that can build trust.

2. Build A Compelling Website

Your website is the foundation of your inbound marketing efforts. It doesn’t matter how good your content is if your website is poor. The following are just a few important elements of a compelling website:

  • No technical issues – Broken links and slow loading pages can hinder the user experience. Few visitors will stay on your site for more than a few seconds if they’re encountering technical problems.
  • Visually pleasing layout – Your website should be visually pleasing. A poorly designed website that looks outdated will give visitors reservations about your healthcare company’s quality.
  • Easy navigation – Your site should be easy to navigate. Make it easy for your visitors to jump from one section to another and to find what they’re looking for.  Besides a solid navigation menu, you should also use internal links to help guide your visitors to related content and pages.
  • Ability to contact you – Whether visitors have questions or want to schedule appointments, it’s vital that you make it easy for them to contact you. Your contact information should be on every page. However, you should also have a page dedicated to your contact information where visitors can fill out a form. You should also think about incorporating a live chat or chatbot feature to provide basic information and guidance.

3. Maximize Your Email Marketing Strategy

Email marketing has been an incredibly cost-effective marketing strategy since the beginning of online marketing. Healthcare companies, in particular, can benefit from email marketing. For example, you can create an email newsletter that leads and customers alike can sign up for. You can use this newsletter to educate your audience and to build trust in your brand. You can achieve this by using your newsletter to provide new health information,  healthcare tips, and office updates. A good email marketing strategy can allow you to nurture more leads and encourage more appointments.

4. Use Social Media

Social media is one of the best ways to engage directly with your target audience. Many people turn to social media in order to seek healthcare-related advice. In fact, it’s estimated that 40 percent of people say that they use information they found on social media to make health-related decisions. If you establish a regular presence on your social media channels, you’ll be able to offer professional advice to potential patients. As a result of such engagement, you can build trust. Not to mention that any interactions you have will be public, which will help to generate more brand awareness.

5. Create A Blog

While you should have educational content throughout your website, a blog can be particularly helpful. A blog allows you to publish new content on a regular basis. It also allows you to publish content that may be relevant to a specific time. For instance, a post on health-care-related laws passed during the pandemic would be a great blog post. However, you can use your blog to post about all kinds of general disease information.

An effective healthcare inbound marketing strategy is essential to your company’s success, especially at this point in time. Although these marketing tips are incredibly effective, they do require time, experience, and expertise to implement successfully. As such, you should strongly consider working with a professional healthcare marketing agency.

professional web design1

The Importance Of Having A Professional Web Design For Your Business

It doesn’t matter how big or small your company is, you need a website. If you don’t have a website, you’re without a doubt going to lose out on a lot of potential customers. This is because simply having a website is one of the most effective ways to generate awareness of your business. However, just having a website isn’t enough. You will want to have a professionally designed website to ensure that it’s technically sound, visually appealing, and user-friendly. While you might consider building your website yourself in order to save money, the following are a few reasons why it’s worth investing in a professional web design:

1. Build A Unique Website

Building a website from the ground up is something few companies have the resources to do, which means that they end up using basic website templates. A professional web design service will be able to customize your website by tailoring it to your specific needs. As a result, you will be able to provide a unique website experience to your visitors that will help your business stand out. Additionally, they will be able to create a consistent aesthetic that accurately reflects your brand, thereby helping to strengthen your branding efforts.

Website Redesign Checklist
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2. Prevent Technical Issues

Professional web design services know what they are doing. They have massive amounts of experience and technical expertise. As such, when they develop websites, they ensure that there are no technical issues that will cause your website to crash or to function poorly. Even minor technical issues, such as slow loading times, can hurt your marketing efforts significantly. A technically sound website reflects positively on your brand as well. Additionally, a professional service can monitor your website for potential issues and address them before they have a big effect on your visitors.

3. Ensure Site Securityprofessional web design 2

Website security is incredibly important. If you’re taking personal information from your visitors, such as their names and email addresses, then you have a responsibility to ensure that this data is secure. If you have an e-commerce page through which customers are providing their credit card information, then this is even more critical. A professional web design service will keep your website secure using all of the latest website security tools and practices, including HTTPS protocol.

4. Optimize Website For SEO

Optimizing your website for SEO (search engine optimization) involves a lot more than just throwing a few keywords in your content. A good website developer understands this and will build a site architecture that supports strong SEO. For example, they will build a site map that makes it easy for Google to crawl through your pages and to index them. Without an effective site map, search engines may miss pages when crawling through your website, which means that they won’t be ranked on their SERP (search engine results page). Additionally, proper keyword use in URLs, effective internal linking, and a lack of technical issues all contribute to good SEO.

Similar Article: 6 Web Design Principals to Increase Conversions

5. Update Your Website

New technology is continually emerging, especially when it comes to websites. A brand new website can become outdated within just a year. A professional web design service can keep your website updated and implement new features that can improve the website experience over time. For example, it wasn’t that long ago that chatbots were first developed and now it’s not uncommon for a website to have one. Trying to add new features to your website on your own can be quite difficult and can cause issues with other parts of your site, which is why it’s best to let a professional do it for you.

6. Save Time

The amount of time that it takes to create a website cannot be overstated. Whether you’re building a website to completion or implementing a growth-driven design, it’s going to require a significant amount of time to do. Not to mention that the website will need to be regularly monitored and updated as well. By letting a professional web design service take care of your website, you will be able to focus your time on growing your core business.

7. Save Money

Many companies attempt to build their websites on their own because they think that they can save money this way; however, they’re more likely to lose money in the long run. Web design requires a lot of different skillsets, which means that you would have to take on more employees. Since running a website is a long-term strategy, these employees would have to be permanent. It’s more affordable to outsource to a professional web design service.

Ultimately, your website is a reflection of your business. If it’s of poor quality or appears unprofessional, potential customers will second guess the quality of your products or services. With that in mind, it’s worth investing in a professional web design.

5 mobile marketing techniques to build your ecommerce brand

5 Mobile Marketing Techniques To Build Your Ecommerce Brand

It should come as no surprise that a strong mobile presence is indispensable in today’s market. After all, the average user spends most of their Internet time on their smartphone as opposed to their desktop.

Whether your company is just starting up or has reached the point of maintaining a well-established customer base, it’s important to stay up to date with the most current marketing trends and techniques for your ecommerce business. Structuring and launching an ecommerce website is a milestone achievement for your brand. Therefore, it’s crucial to invest in effective mobile marketing techniques, and here are five tips on how to do so:

1. Website Design

A website is your most important marketing and communication tool, as it connects you with your user. In a world so dominated by mobile devices, most brands cannot afford to miss the mark with a website that is NOT optimized for users on smartphones, tablets, or whatever their device of choice may be. If you’re an ecommerce brand, you want to make sure that your website is ready for their devices.

Some brands quickly jump to a mobile app when it’s time to make “mobile decisions”. However, it’s not always the most efficient choice for each and every brand. Ultimately, they should be developed once you already have a mobile-friendly website as well. 9 times out of 10, an app should not be created in place of a mobile-friendly site, but instead in addition to it. Apps can be costly endeavors, and to be successful they must offer some sort of value that the mobile site doesn’t, otherwise there is no real incentive for the user to download the app and use it on a regular basis.

Particularly with ecommerce brands, a responsive design is incredibly important. The size of a mobile screen is significantly smaller than that of a desktop. As a result, the website should appear a bit differently. However, you want to ensure that your customers do not face any issues. This can range from viewing product images, scrolling through pages, clicking on buttons, finding a certain product, or typing in billing information into form fields. Websites that aren’t responsive in their design typically contain flaws with these key elements. These can act as a major deterrence in the mobile user completing the purchase. If you’re implementing mobile marketing techniques to drive mobile traffic, you want to make sure your website is ready to perform. Preferably before you begin marketing to your mobile users and driving traffic to your website.

2. Referral Marketing

We are all social creatures, and we love sharing our experiences with our families and friends. If we have a good experience, we’ll want everyone to know about it. It is for that reason that referral marketing (also known as word-of-mouth marketing) is one of the most powerful, yet underrated ecommerce mobile marketing techniques available. Referral marketing  is when you deliberately influence the process of word-of-mouth. Whether it is encouraging more sharing, or positioning the sharing to be positive. Referral marketing is a secret weapon that many ecommerce companies embrace. It benefits advertisers too-we help each other avoid bad experiences, and encourage each other to support places that provide an excellent experience.

The fastest and easiest way to kick-start  referral marketing is to set up a referral program. If you have the resources, you can hire a developer to custom design a referral program for your store. This allows you to have full control over your referral program, but the work may be tedious and resource-intensive. An alternative is to install a referral program app. A referral app allows you to get started quickly, as everything is (almost) done-for-you. However, if you do not promote your referral program, nobody will know of it. So do all you can to promote it, and let people know about it.  Share it on your social media and send it on your email list. Invite all of your past customers to join your referral program. You will be sure to notice results.

3. Mobile Friendly Email MarketingMobile Marketing Techniques 3

Most ecommerce customers check their inbox from their smartphone, not from a desktop. Emails that get opened on mobile devices yet aren’t optimized for those devices typically get sent to trash. It’s a waste of time and budget to produce emails that are too difficult to read on mobile, or do not render correctly on mobile devices.

To ensure that your efforts are not wasted, it is worth checking to make sure your email marketing is mobile-friendly. Use a responsive design for all of your emails so that the content renders well regardless of device. This is one of many options that can help create an optimal experience for your email recipients. As a result they can actually see your perceived value and subsequently visit your mobile-friendly site after receiving the message.

Some visual tips to include are fonts that are easy-to-read, stick to one column of text, use compelling imagery, and always include clickable icons and calls-to-action (CTAs). Think about subject line, and how character count is more limited on mobile inboxes than desktop. Best of all, these guidelines help offer a greater experience on mobile devices, and are beneficial to those on desktop.

Similar Article: How To Outshine Your Competition With Effective Ecommrce Marketing

4. Proper Mobile Friendly Content Marketing

Mobile optimization refers to the elements found on your site infrastructure. As such, consuming content on mobile devices is different than on desktop. Proper content marketing can attract more positive attention, interaction, and sustainable conversions in a way no other marketing method can. That’s because the Internet is content. By creating and promoting original content you are ensuring that your audience is receiving new information that matters to them on a continual basis.

Brainstorm with your team to imagine a list of the different types of content you wish to create. This can be blog posts, videos, and newsletters. Also, make sure you are utilizing your marketing budget by consulting with experts, outsourcing work when necessary. Invest in high-quality software, subscriptions, employees, and training for your team.

You will also find that if you work with the right people, many of the things you’ve paid for in the past can be done internally. Create diversity within your team and listen to everyone’s ideas. It is also a good idea to create content based on Pareto’s 80/20 rule, which means that your promotions should comprise of 80% informational content, and 20% promotional content. All of the content you publish should be relevant, interesting, and unique.

5. Social Media Marketing

Social media marketing is one of the most powerful mobile marketing techniques available. It allows you to communicate with your industry, customers, and market in a personal way. You can utilize social media to generate engagement and interaction, boost traffic to your website, and develop a larger base of customers.

Utilizing different social media platforms for different purposes also creates a rich presence for your company that diversifies your abilities and efforts. This will ultimately help you cater to your customers’ needs in a way that grows your business over time.

Maintaining a solid tone and personality of your company through social media is very important because consistency is what will create trust within your audience. In order to develop and maintain brand recognition and authority, make sure your outreach efforts are unified; by ensuring your team is on the same page with your company’s communication style.

 A GUIDE TO EFFECTIVE MOBILE MARKETING TECHNIQUES

Internet Marketing 1

Evaluating Your Internet Marketing Strategy

It’s not only the beginning of a new year, it’s the beginning of a new decade. So what better time to update your internet marketing strategy than now? If it’s been a while since you’ve evaluated your marketing strategy, then it’s time to do so. Even if your marketing efforts have been effective, there’s no reason why they can’t be improved on. The following are five ways that you can update your internet marketing strategy in 2020:

1. Update Your Web Design

Your website design will always be one of the most important aspects of your internet marketing strategy. It’s the foundation from which all of your marketing efforts depend on, after all. If visitors come to your website and it’s difficult to navigate or not aesthetically pleasing, it will leave a poor first impression of your company. Consider the last time that you updated your web design. If it’s been longer than a year, then you may want to consider re-evaluating your website in the event that it could use an update.

Pay attention to how easy it is to navigate. You should make sure that there are clearly marked links to the most important pages of your site on your homepage. Add a search feature to make it easier for visitors to find what they are looking for. Check to see if all of your links are working. Make sure every page loads quickly. These are all important to a successful web design. You should look at competing websites as well to get an idea of what’s working and what isn’t. When it comes to the aesthetic of your site, remember that what may have been popular a few years ago may be significantly outdated tomorrow. These days, clean, elegant, and minimal web designs are preferred.

2. Expand Your Content Strategy

A successful content strategy is one that produces a variety of different types of content. You may be running a successful blog on which you post new articles several times a week, but there are other content creation tactics that you should consider employing in order to improve results. For example, writing guest blogs for companies within your industry that you’re not competing with directly can help to build your audience as well as increase brand authority. If you’re not creating video content yet, then you should begin doing so. Video content is more easily consumed by people, especially those on mobile devices, making it an important component of any modern content marketing strategy.

Learn More: 5 Ways to Update Your Internet Market Strategy in 2020

3. Improve The Effectiveness Of Your Email Marketing StrategyInternet Marketing 2

Because of how old email marketing is, some people may think that it’s an outdated strategy in itself. This is a mistake — email marketing can still be very effective if you do it right. You just need to make sure that your email content can’t be mistaken for spam. The best way to ensure that your email marketing efforts are effective is to use the data you have on your subscribers to segment your email list. This will allow you to send out more relevant content, thereby allowing you to nurture both leads and customers more effectively. You should also begin performing A/B tests on your emails. This will help you pinpoint certain elements (for example, the types of CTAs or titles that you’re using) that result in the best open and conversion rates.

4. Find More Ways To Improve Your Conversion Rate

Be sure to monitor your conversion rates over time. You can identify ways to improve your conversion rate as well by testing different elements. For example, use conversion rate optimization to test images, webpage layouts, CTA buttons, and more to identify what visitors prefer. For example, you might find that a blue CTA button converts more visitors than a red CTA button despite the page layout and content being the same.

5. Continue Leveraging Social Media

Social media is an incredibly cost-effective way to engage directly with your audience. As such, it’s the perfect tool for building relationships, promoting content, and even managing PR. If you’re only using social media to promote content, consider leveraging social media to engage your audience in other ways. For example, begin contributing to discussions that your followers are having. Hold contests on social media to encourage followers to engage with each other. Use social media to collect valuable feedback from your customers. You may also want to re-evaluate your social media strategy to determine if your audience is using any other channels other than the ones you’re on. You want to have a presence wherever your audience is, after all.

As effective as your internet marketing strategy may currently be, you should always be on the lookout for ways that you can improve it. These are five areas that you should focus on when evaluating and improving your internet marketing strategy for the new year.

25 Website Must Haves
mobile optimized website

The Importance of Having a Mobile Optimized Website

More and more people are using mobile devices, such as smartphones and tablets, to surf the web. At this point in time, more people are using their mobile devices to perform searches than they’re using computers. Roughly 60 percent of organic search engine visits occur on mobile devices in the U.S., according to Statista. This means that if you have a website, then you should consider optimizing it for mobile use. In fact, not having a mobile optimized site could actually be detrimental to your marketing efforts.

What is a Mobile Optimized Website?

You need to understand the differences between a mobile friendly site and a mobile optimized site. A mobile friendly website accurately displays on smaller screens. It usually appears as a smaller version, although it may not always work perfectly on touchscreen tablets. It should, however, still be functional. Mobile friendly websites also have features such as text-based phone numbers or email addresses that can trigger direct calls or email messages via mobile devices or slideshows and image rotators that function without Flash support.

While a mobile friendly site helps ensure your site functions on mobile devices, mobile optimization goes a step further. A mobile optimized site reformats itself for mobile devices. It not only makes sure to properly display on smaller screens, but also makes the site much easier to navigate. It reformats content, displays larger navigation buttons and optimizes images according to screen size.

The Benefits of a Mobile Optimized Website

Responsive design helps ensure the mobile optimization of your website. This tends to cost more to develop, but it ensures the mobile optimization of every aspect of your website. This will provide significant benefits over the long run. The following benefits result from a mobile optimized website:

Improve your user experience

User experience is essential. If you don’t provide a good user experience, visitors will leave and they won’t return. The mobile experience is much different from the computer experience. Visitors need to be able to read your web pages with ease, click links without zooming in, and navigate your site on a smaller screen. Without mobile optimization, users often struggle to read or navigate websites on mobile devices.

Improve website speed

When you optimize your website to meet mobile standards, then your website should load quickly. Websites that aren’t properly optimized for mobile often take a while to load, especially when they use Flash elements. Mobile users simply aren’t going to spend time on your site if they can’t get your pages to load. By improving the speed of your site, you’re more likely to keep visitors on your site for longer periods.

Increase user engagement

A mobile optimized website increases the likelihood of engaging your visitors. This is because visitors will spend more time on your site navigating through content. They will also be able to interact with your site, whether it be by liking content, clicking on CTAs, or even contributing to your comment sections.

Learn more about mobile with these 6 Mobile Marketing Tips

Increase average time on site

When you provide a good user experience to mobile users, they will end up spending more time on your website. The longer they spend on your site, the more likely they are to convert or return again later.

Improve your mobile SEO

A few years ago, your mobile SEO wouldn’t affect your regular SEO. However, due to how many mobile users there are now, Google has begun factoring a website’s mobile SEO into their regular SEO. This means that if you don’t have a website that’s optimized for mobile use, it will actually hurt your SEO.

Attract more local customers

Mobile SEO is extremely important to local SEO. Many people will perform search queries on the go when they are looking for a specific business. These people want to buy. If they are near your physical location and they find your website while doing a mobile search, they’re more likely to drop in and make a purchase. Poor mobile SEO will translate to poor local SEO, thereby potentially hurting your ability to attract local customers.

Grow Your Business With Mobile Optimization

Considering how many people use mobile devices to perform search queries and explore the web, the importance of a mobile optimized website can’t be overstated. If you do not optimize your website design for mobile use, you risk losing a significant part of your target audience.

25 Website Must Haves

Planning a Website? Consider Growth-Driven Design

A business without a website is practically unheard of in this day and age. Not having a website severely limits your ability to market your brand. However, designing and building a website can be more difficult than you might think. The traditional way of building a website requires that you figure out exactly what you want your website to have and then launching the completed version. The problem with this method is that you’ll end up having to redesign it after a few years. This is especially true if it turns out that your website isn’t very user-friendly or needs additional features. It’s one of the main reasons that many companies are opting to use Growth-Driven Design instead.

What Is Growth-Driven Design?

Growth-Driven Design (GDD) is a website design methodology that uses an incremental approach. Instead of designing and developing a website and launching it after completion, GDD allows you to launch an incomplete site. The idea is to launch a site with basic functionality and to add to it over time. With GDD, you can continuously test the usability of your site and collect feedback. You can use this data to make changes or add features to your website over time. GDD consists of two phases:

Phase One

During phase one, you need to determine what your users want and need. With that in mind, plan a wishlist of features and functionalities you want for your website. Once a wishlist has been created, you’ll need to prioritize the list by features that will have an immediate impact. You will develop and launch your website to have those core features. Although not complete, your site should have the basic functionality to make it useable.

Phase Two

During phase two, you will analyze the performance of your website. Take into account things like user experience and goal achievement. You will then improve your website using what you’ve learned during specific increments throughout the future (such as every month or every two months). This allows you to continue to build your website even while it’s live.

See how Stevens & Tate implemented a Growth-Driven Design Strategy to help a client: DSI Spaceframes Case Study

The Benefits Of Implementing A Growth-Driven Design

At first glance, it might make more sense to wait until you completely finish the website to launch it. However, there are actually a number of advantages to using GDD instead. The following are some of the main benefits of implementing GDD:

  • Launch your site quickly

    Because the launchpad site only needs to have 20 percent of your wishlist’s features implemented, you’ll be able to launch it much faster. The quicker your site is up and running, the better (as long as it’s functional, of course).

  • Continuously improve your website

    With a traditional website design, what you see is what you get. Once it’s been launched, you’re done. You won’t be able to improve it unless you decide to do a major redesign or update. With

    GDD, you have the opportunity to improve your website continually based on the data you collect.

  • Minimize your risk

    You won’t spend as much money upfront with GDD since you’re launching an incomplete version. With a traditional website design, you’re taking a bigger risk because you’re using your entire design budget in one go. Your website could end up being a failure upon its launch, resulting in the loss of a significant amount of money. By building your website in increments, you’re taking less of a financial risk — especially since your budget can be spread across a longer period of time.

  • Avoid massive redesign projects

    With a traditional website design, you’re going to have to invest in a significant update or website redesign at some point in the future. This will be an expensive undertaking and it will be a necessary one. That’s just the nature of technology. With GDD, this will never be required since you’re constantly updating and improving your site.

  • Gain valuable insight into users

    GDD allows you to use what you learn about your users to continuously improve your site. At the same time, you’ll be gaining valuable insight into users that can be used in your marketing and sales strategies.

  • Evolve your site with your business

    Your business may change over time. With GDD, your website will be able to evolve naturally to keep up with all the changes your business experiences.

You simply can’t go without a company website, no matter how small your business might be. When planning your website design, consider implementing a Growth-Driven Design. Doing so will provide your company with a number of advantages over a more traditional design methodology. With a Growth-Driven Design, you’ll be able to adapt more successfully to the needs of your users, as well as your business.

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landing page vs. homepage

The Difference Between Landing page vs. Homepage

Once upon a time, when the web was still in its infancy, the homepage was considered the most important page on your website. While the homepage is an essential component of your website, it shouldn’t necessarily be the first page that visitors see. The webpage functions more as a way to draw visitors into the marketing funnel than anything else. Unfortunately, many businesses focus heavily on sending new leads to their homepage, which can actually be a mistake. Doing so can confuse new visitors because they won’t know where to go from there. Instead, you should be sending new visitors to a landing page. The following is a breakdown of the main differences between landing page vs. homepage.

What Is The Function Of A Homepage?

The homepage is the page that should occupy your root domain. For example, if someone types in www.yourwebsitename.com, it should take them to your homepage. When you add a link to your main social media profiles, you want it to direct users to your homepage. This is because the main function of your homepage is to provide an overview of your company. Visitors should get an idea of who your business is and what services you provide. It should also act as the main hub of your website from which visitors can explore at their own pace — meaning, you should have links to all other important pages on your homepage. Last, but not least, your homepage should inform visitors as to how they can get in touch with you. landing page vs. homepage

What Is The Function Of A Landing Page?

Landing pages are pages that are specifically designed to receive traffic from specific sources. For example, if you run a PPC ad, users who click on that ad should be taken to a landing page. That landing page should be specifically designed for that particular ad. For example, if the ad is for a special discount on a specific product, your landing page should reflect that. If you send the user who clicked on that ad to your homepage instead, they would simply be confused. You’re basically forcing them to go on a search for the ad’s offer without any clear directions as to where to go.

Landing pages are created to stay focused on a single topic or offer and encourage visitors to take specific actions, such as filling out a form or downloading an offer, to name a couple of examples. A landing page shouldn’t have links to other pages unless they’re relevant to the action you want them to take. Adding irrelevant links to your landing page can distract visitors from what you want them to do.

Landing pages can be created for all kinds of marketing efforts, including not just PPC ads but also for different CTAs that you include in your blog posts. These landing pages may not be a permanent part of your website either.

Similar Article: 5 Types of Landing Pages To Increase Your Lead Conversion Rate

The Main Difference Between Landing Page Vs. Homepage

When it comes down to it, the homepage is an overview of your business that introduces visitors to your marketing funnel, whereas a landing page helps to convert visitors immediately by prompting specific actions. Although your homepage isn’t the end all be all of your website like it was during the early days of the Internet, it still plays an important part in your marketing efforts. However, it’s important to understand when it’s more appropriate to send visitors to a landing page instead of your homepage.

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers
Web Design

6 Web Design Principles to Increase Conversions

Putting thought into your web design is a must if you have any ambitions to grow your business. While the content that you host on your site and the strength of your SEO strategy will help you attract leads, your web design will play a big part in your ability to convert leads. Keeping that in mind, the following are seven web design principles for conversions:

1. Use A Responsive Design

If you’re not using a responsive design, it means that although your website may load properly on desktops, it may not be displayed correctly on smaller screens, such as those on smartphones and tablets. If your website doesn’t load properly on a smartphone, it will require the user to not only scroll up and down but also left to right — and to zoom in and out. Few mobile users will have the patience to deal with a site like this, which will lead to a significant bounce rate. Use a responsive design so that you don’t lose your mobile leads.

2. Ensure That Your Pages Load Quickly

Even if your site does load properly, few visitors will have the patience for pages that load slowly. It should take no more than one to two seconds for your site to load. If it takes three or more seconds, you’re in trouble. Leads will get frustrated and will likely abandon your site. Test your page speeds to ensure that they load quickly.

3. Don’t Include Too Many Choices

Too many choices can make it difficult for visitors to figure out what they want or to find what they’re looking for. For example, a navigation menu is a great addition. It lets visitors find your blog, contact page, product page, etc. However, if you fill up that navigation menu with dozens upon dozens of links, it becomes overwhelming. Not only will it actually be more difficult for visitors to find what they’re looking for, but too many choices requires them to commit more of their time to make a decision. To capture leads, you need to help guide their decision making–offering too many choices does the opposite. Keep it simple.

Why are call-to-action phrases so important? Learn more by clicking here!

4. Use Negative Space

The visual design of a page should be kept relatively simple to prevent visitors from becoming overwhelmed. The last thing you want is a page covered in text, links, images, videos, and more. This makes it hard to find anything amidst the clutter. To avoid this, make sure that there’s plenty of negative space throughout each page. Negative space helps reduce clutter, gives your site a clean and elegant look, and makes your page easier to scan.

5. Choose Colors Carefully

The way you use color is psychologically important. Colors evoke different emotions and reactions from your visitors. For example, blue indicates trust, which is why it’s a color often used for CTA buttons. However, the colors you choose should reflect the content on your page as well as your brand in general. Just make sure you keep your colors consistent and that you don’t go overboard using colors. You should stick to a few main colors and their variations. Typically, it’s best if you choose one color along with a second that offers some contrast.

6. Use An F-Layout

Studies have shown that the attention of users is focused in an F-pattern. This means that when they first come to a page, they will be most focused on the top left and top right parts of your page. This slowly diminishes as they work their way down, which means the bottom right of a page gets the least amount of attention. Designing your pages so that they display information in an F-layout is therefore a good way to ensure that the information you want to convey is consumed by your visitors. For example, having the bulk of your content on the left side, positioning important links on the top right side, and then adding your CTA to the bottom left will create an effective F-layout.

The design of your website is essential to not only keeping your visitors engaged, but to keep them on your website for as long as possible. The longer you’re able to keep your visitors on your site, the better of a chance you have of converting them. These are six web design principles for conversions that you should consider implementing.

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