Are You Tracking Conversions On Your Website?

Every business that has a website or undertakes any kind of digital marketing strategy should be focused on conversions. They can come in a variety of forms depending on your business, whether it be an enquiry via email, a phone call, a ticket sale or a product purchase. Why are conversions so important? Ultimately tracking, monitoring and analysing conversions will allow you to assess whether a particular marketing activity is working and most importantly if it is delivering value and a positive return on investment. Analysing the performance of a particular campaign, social media post or optimised keyword via SEO will give you so much more confidence about your digital marketing and it will also allow you to dedicate resources that are generating income for the business and dollars to your bottom line.

It sounds simple right? For the majority of businesses it is actually a lot more difficult than you would think. If I told you that we are going to allocate $10,000 of your marketing budget to a billboard on a busy highway for two months but you weren't going to know if it delivered increased sales or more customers would you do it? Potentially given the sheer exposure of the billboard people would assume that their sales are going to increase. There is no guarantee and there is no possible way for you to track if it's going to work. Sure you will hear statistics about how many people drive past the billboard, the demographic and how they are right in your target market. How do you know that this billboard will deliver results? Is it a blind leap of faith? Is it a traditional marketing avenue and it makes you feel more comfortable? We see this everyday, where a business will allocate a marketing spend to an activity that can't be measured and may in the end deliver zero value.

Your website is the equivalent of a billboard on a busy highway with the exception that you can understand who visits it, how long they stay, how they got there and most importantly if that visitor attempts to become a customer. If I said to you can either invest $10,000 and directly analyse the return on that spend and the value delivered to your business as opposed to spending $10,000 and having no understanding of what the outcomes of that spend were, which one would you choose. Clearly we would all choose the first option. If this is the case why do more and more businesses fail to engage in the appropriate management and analysis of where their enquiries come from online and what the overall return of that customer generated online means to their business. The reasons are simple:

Lack of information

Many businesses aren't being supported with the right information. Many companies will promise you first page rankings, amazing website traffic and significant exposure. What does this mean to you at the end of the day? It doesn't mean much. You're simply placing your billboard in a more prominent position. You need to understand what the outcomes you are getting from that traffic. It's not just limited to a search engine optimisation campaign. It may be an Adwords campaign, social media marketing or a content marketing plan. Take the time to not just fall for the easy and quick guarantee about getting your website on the first page of Google or in a prominent ad position. To really become a digital superstar you need to understand what those people are doing once they visit your website. It's not enough these days to just have your billboard on the side of the road. Become better than your competitors, gain more insight and use it to your advantage.

Can't somebody else do it?

It's too hard. This is something that I would tend to agree with. Understanding Google Analytics & understanding what a conversion means to your business can be difficult. The information is overwhelming and the ability to use that information to develop a plan of attack isn't easy. There are some simple techniques that we are going to unlock over the coming months that can make your life a whole lot easier and hopefully allow you to easily monitor & track your website traffic & conversions and use the information to make actionable decisions for your marketing plan. Always make sure when undertaking any kind of digital marketing campaign that you ask questions about not only when will I be on the first page or where my ads will sit but also about what kind of information do you provide around traffic, how do I analyse my return on investment and how do I improve conversions every month.

I've got no time

I don't have the time. It's common for small business owners to be time poor. If you are planning on running your own analysis on your website traffic and understanding conversions take the time to do it properly. 30 minutes to 1 hour per week may save you a lot of money and effort when deciding where to invest resources when marketing online. If you don't have the time make sure the professionals you engage deliver timely and relevant information that is directly relate-able to your profit, customers and sales.

Like traditional marketing promoting your business online requires an investment of money and time to deliver good results. The major benefit you get when advertising online is that everything is measurable and can be analysed in terms of the return you obtain in relation to effort & dollars. Avoid companies that only want to show you rankings because the real value comes in understanding your traffic and how it delivers results to the bottom line of your business.

Related Tags: Web Developer Newcastle | Website Design Newcastle


What Social Media Channels Should I Be Using?

Everyone typically knows that they should be using social media to some extent to promote their business or service. Even if it is just as a way to communicate to people who are interested in your brand social media is an important part of any digital plan. Here is how the story usually goes! You're excited at first to start your Facebook page and you set it up all nice and pretty with a profile photo, cover photo and you get your first post done. You share your page around with your friends and you may even get to 100 likes! How exciting! Then the fun starts to wear off! Rather than being something enjoyable the task of updating your Facebook page becomes more of a chore then anything. Your posts don't seem to be cutting through, your likes don't seem to be going up and you finally decide that it's a big waste of time.

 

You also forgot one thing! What about the other social media channels you could be using? That's right, you opened a Twitter account & linked it your facebook page (by the way this is totally useless for a couple of reasons). If this sounds familiar then you are probably one of the many business owners that attempt to run a social media campaign and struggle to find something that works. Here are some tips on how you can perform better on social media and it all starts with finding the right channels and using them appropriately. Setting yourself up for success on social media starts with creating a plan and tailoring it to specific platforms. You ready? Let's get started

What Channels Should You Be Using & Why?

It's a question that people typically don't ask when they first start using social media. You should have some goals to start with whether it be how many likes or followers you want to gain, sales you want to generate or leads you want to create. You have some goals and then you have a variety of social media channels to use. I'm going to exclude Google+ and while it is still of some value it's not a channel you would go after on it's own. The main channels you would go after are Facebook, Twitter, Linkedin, Instagram, Pinterest & YouTube.

What you will notice is that all these social media channels while similar on some levels all operate differently and as such different types of content, business and services work better on different platforms. Let's use a quick example. Jo runs a premium online baby store. Visually her products are engaging and she is able to promote them easily with photos & images. The platforms that will work for Jo are Instagram, Pinterest & Facebook. Now we can go a step further and incorporate other channels if Jo incorporates a few things into here website. Let's assume Jo runs an informative blog for mothers. This type of content is perfect for Twitter. The content is informative, useful and it still has the ability to generate sales by bringing visitors to the website. Jo, may also run product videos and reviews. This type of unique content is perfect for a YouTube channel. Jo may use Linkedin as a way to connect to suppliers, however it will likely not be one of her main channels to communicate with customers and generate sales. Everything you do on social media should tie back into your overall goals.

Let's use another example to show the type of business you operate should dictate the channels you use. John is an accountant and has just launched his own business. He is confused about what social media channels he should be using. Let's assume he operates in the business 2 business space as that is where all his clients come from. We can straight away say that this type of business won't get any value out of using Instagram or Pinterest. YouTube is a possibility if they have videos that are useful & interesting, however it's likely not a strategy you would invest a huge amount of time in. Remember to think back to your goals and align the channels to your goals. The two definite channels that will work for this type of business are Twitter and Linkedin. Facebook is always going to be useful, however if you were going to advertise or promote you would likely invest resources into Twitter or Linkedin as the potential return is going to be greater. Just because everyone thinks you should have a Facebook page it doesn't mean that you have to have one. If you don't feel your target audience will find any value from you on Facebook don't use it.

From these two examples you can see that social media isn't a one size fits all. You should not only tailor the channels you use to suit your business but also the content you send out through each channel. Here are the different types of social media and what content is suited to each

Facebook

When posting to Facebook make sure you use visual support for each post whether it be an image or a video. Statistics show that people are more likely to engage with posts that have visuals attached to them rather than just a text post. The type of content you post to Facebook could include inspirational quotes, special offers or promotions, links back to your blog, videos and other peoples content that your audience will find interesting. Some examples of great Facebook pages include Redbull and Coca Cola

Twitter

Twitter only allows you to write 140 characters so as a brand you should be quick and to the point. Twitter is a great tool for interacting with your customers and audience if you are a brand or service. You can respond to peoples queries instantly and solve problems on the spot. It is also a great channel to link to useful content - both your own and others. Visuals once again make a difference for cutting through the crowd.

Instagram & Pinterest

This is pretty self explanatory. Photos are key on these two platforms, however you need to make sure that they are engaging and aligned to your brand. Using hashtags on Instagram is a good strategy to promote your content to a wider audience. If you run an e-commerce store Instagram can be a useful tool, however don't post boring photos of your products. Use photos of them in action and engage your audience.

Linkedin

Content is king on Linkedin. If you operate in a business to business space you should be using Linkedin both for your company and personally. You can even use the publishing system built into Linkedin to create content and become an influencer in your industry.

Before you start using social media take some time before you open your Facebook page to think about your business, products and services & what channels are going to be most effective for you to reach your goals.

Related Tags: Social Media Marketing Newcastle | Digital Marketing Newcastle


How To Create Content For Your Website

Creating, crafting and publishing content online can be time consuming and difficult. It also has many benefits for your website but also your business in general. Content or inbound marketing has become a hot trend in the digital world with many businesses now spending large amounts of time and money creating amazing content to attract and entice visitors & customers and ultimately drive conversions. We know it's important to create content for your website but in reality who has the time especially as a small business owner to create content for your website on a consistent basis. 9 out of 10 people would typically say they don't have the time or worry if the investment of time will deliver results.

When creating a content strategy you should be thinking hard about addressing a need or solving a problem. Think about your customer base and your audience & how your content will engage them, drive social sharing and be a useful piece of information that people want to read. Just like every other marketing plan you implement you should have a specified goal and how you are going to achieve it. Creating amazing content that is specialised to your industry or niche can allow you to gain a competitive advantage and become the expert or leader in your field. One of the best examples of content marketing boosting a product to success is the story of Mint. They grew to 1.5 million users in just over 2 years thanks in large part to their easy to use product but also the content marketing strategy they implemented based around finance and managing your money.

So the question ultimately comes down to how do you create that stand out content that will set you apart from your competitors, help you rank highly on Google and generate leads. Here are some simple tips that can help you become a better content marketer.

Build a foundation of good topics that form a content plan

Make sure you research topics and ideas to see what people are searching for. Use the Google Keyword Planner Tool to identify longtail keywords and potentially high traffic, low competition search terms that can form an article topic. Make sure every article you create is part of your overall plan and is contributing to your message.

Structure is important

Make sure you structure all of your content in a similar way. One of the best ways to create great content for your website is by coming up with a catchy headline. This has two fold effect in that in can entice people to read your article and it can also stand out amongst the crowd of search terms on Google. Some examples may be "Seven Cars You Must Drive Before You Die", "The Secrets To Success With Four Simple Tips". Make sure the headline is relevant and on topic and incorporates some of the keywords you are targeting as part of your overall plan. Don't stop with the headline. Make sure you include an image, structured information on your topic, ask for feedback and include an option for social sharing

Check out your competitors

It is essential to know what are your competitors doing? Are they running a blog and if so what kind of content are they creating? Are they missing vital information that you could be sharing? Make sure you review your competitors and ask yourself these questions. Think about how you can do things better then them and start to create your content plan.

Online tools to help you with ideas

There are some tools available online that can help you come up with interesting blog titles and topics if you are stuck for ideas. HubSpot have a blog topic generator that can help you overcome that writers block when thinking of content you want to create. Remember to stick to your plan and utilise keywords that are part of your overall plan.

Use a copywriter

Stuck for time and don't have the energy, resources or skills to create your own content. This is the case for a lot of people who run a website so don't despair. There are thousands of great content writers, copywriters and blog specialists online that you can outsource your work to. A small investment in terms of dollars can help your blog on the way to being full of well written content that is on topic and delivering value to your readers.

Related Tags: Web Developer Newcastle | Website Design Newcastle


Seven Ways Your Business Can Improve It's Online Presence

Running your own business can be hard work. Juggling multiple hats, managing employees and dealing with the day to day operational issues that come up on a daily basis can leave you with a lack of time to promote, manage and grow your business. As consumers and people who may use the services your business provides there is an increasing need for information being readily available and the channels to access what you do being easy and simple. The growth of the internet and advances in technology has made it easier to connect with your customers whether it be through your website, social media or other digital channels. The best thing about having a good online presence is that you are easily reachable by your customers and it provides you an opportunity to differentiate what you do from your competitors. So how you do you achieve a great online presence and how do you use it to generate sales, leads and more customers for your business. Here are 7 tips that will help your business become better online.

Start selling online if you can

Enabling e-commerce functionality can open up a new sales channel for your business if you operate a traditional brick and mortar structure. Instead of employing another sales person spend some time and invest some resources into e-commerce and let those customers come to you. Like anything online you need to put the work into promoting and building awareness of your e-commerce store. It's not enough to just build it and expect the customers to come flowing through the doors. If you already have an existing website incorporate an e-commerce component and improve your online reach

Start a blog

You've probably got to the position you have by being fairly good at what you do and sometimes an expert in your industry. Sharing that knowledge and information is a form of inbound marketing that may be able to generate leads and customers for your business. If you have information that others might not be able to access easily that means it's valuable and people will be looking for it to either solve their problem or help them make a purchasing decision. Create unique, interesting and shareable information and you can generate interest in your website and business.

Pay attention to social media

This doesn't mean just doing a facebook post every 2 weeks. Create a strategy and change it slightly depending on the platform you are posting on. Consistency is the key and most importantly, what your saying must be fun, informative and interesting. The goal with social media is to build a community of followers that may eventually turn into actual customers over and over again. Don't sell what you do.Just share content that you would like to see when you visit  social media.

Update your website

Your website is a vital component of your business and it may be the place where people get their first impression of you and what you do. Make sure it's an accurate representation and always keep your website refreshed and up to date as your business changes and grows. You wouldn't let a TV ad you ran 10 years ago show up now so why would you have the same website.

Email marketing is your friend

One of the best ways to communicate with customers and potential customers is to create an email marketing list and to generate important & useful information for your subscribers. This may include special offers, discounts and once off promotions for your subscribers only so they feel special and rewarded. It can be a great strategy to convert visitors & customers who may have used you before, but have now forgotten about what you do.

Promote and advertise online

No matter what you use your website for you should always be promoting and advertising it in some way. Whether this be through SEO, Adwords, social media advertising, re-targeting, video advertising or content marketing you should be doing something all the time to promote your website and business. A well rounded digital marketing plan can do wonders for your business because it's measurable and you develop action plans based on the results to increase sales and the bottom line for your business

Review, evaluate and improve

You should always looking for ways to do things better. Being online is no exception and you should be finding things that are working and accelerating their growth. Conversely you should be dropping those things that aren't working or sending additional resources or going at it from another angle. The best thing about marketing your business online is that there is always room for improvement.

We hope these 7 simple tips can help your business become more successful online. We'd love to hear what works for you so feel free to comment below.

Related Tags: Social Media Marketing NewcastleDigital Marketing Newcastle


Why Is Digital Marketing Important?

You may hear the words "Digital Marketing" floating around if you run a small business and you have been looking for ways to promote yourself. Is it a buzz word or is it something that can deliver value to your business? Digital marketing encompasses a lot of things and it should be a part of every businesses advertising plan. Why? We are going to learn what digital marketing is, why it's important and why you should be using it for a few simple reasons.

What is Digital Marketing?

In it's simplest form digital marketing is advertising & promotion through online channels. The number of channels & the relevant strategy are dependent on a few factors including:

- the type of business
- the industry
- the business goals e.g. enquiries, online sales, signups
- budget

Digital marketing is now a broad terms that covers advertising using the following channels:

- Search engine optimisation
- Search engine marketing
- Content (inbound) marketing
- Social media marketing
- Display & re-targeting advertising

Utilising all of the above channels gives you a full toolbox to attract, retain and convert customers who are visiting your website. All the efforts that go into your digital marketing plan should be focused around customers performing some kind of action usually on your website. Having a high performing website becomes of utmost importance when you are pursuing any kind of online marketing activity.

Why Is It Important?

So why is it so important for your business? Most people are already aware of the shift in the landscape of doing business with more traditional methods of providing services & products being phased out and brought online. Even industries where an online presence wasn't important five years ago are finding that being online is an important factor and is becoming increasingly important. The cyclical nature of business means that you need to constantly reinvent the way you do things, how you interact with customers and how you acquire new business. Digital marketing gives you an opportunity to target a new segment of customers that you previously may not have reached. It also allows you to directly target specific niches and measure your results down to the finest detail.

Measurable results and detailed action plans are key for your business understanding whether the money you are spending on advertising is delivering a real return on investment. Let's use the example of a local business that puts an ad on the tv screen at their local gym. Note, this is a good form of advertising to gain exposure and build brand awareness, however do you have the opportunity to measure how many customers are a direct result of this advertising. The answer would most likely be no. The gym may give you stats on their demographics & how many people are going to see it, but the only thing you should care about is acquiring new customers. If you can't measure it, that can make it quite difficult to ascertain if the advertising is of value and if you are generating a return on investment.

With any kind of online marketing you should be able to measure the result of your spend. If you run an e-commerce store and you are managing a pay per click campaign through Adwords you should know exactly how much it is costing you to acquire a customer. If every click through costs you $1 and for every 10 clicks you sell on average a $65 item you should be able to assess the cost to acquire those sales and determine if the return on investment is good enough. If you find a strategy and niche that works you should continue to invest more and more money into it. If I'm selling $100 worth of items for every $10 I spend in advertising and I'm making a net margin of $50 why wouldn't I invest more money in it? You can grow ten fold by investing in a strategy that is working. If you don't continue to build and grow, your business won't grow. Digital marketing provides measurable results that lead to detailed action plans designed to grow your business.

There are components of digital marketing that deliver intangible benefits including:

- A social media profile that has an engaging community and growing base of followers
- A loyal following of readers in your industry following & reading your content
- First page rankings on Google that deliver not only customers (measurable), but also the impression of being the leader in your field

Digital marketing isn't something that is a nice to have. It's a must have for any business that is aggressively promoting and advertising their business to new & existing customers.

Why Should You Be Using It

There are some pretty simple reasons why you should be using digital marketing:

1) There is a whole segment of customers you are missing out on
2) Your competitors will be doing some form of digital marketing
3) You can measure results and develop plans to optimise your plan depending on those results
4) You can measure your return on investment
5) You can diversify your traditional advertising methods.

Related Tags: Social Media Marketing Newcastle | Digital Marketing Newcastle


How Do You Know When It's Time To Redesign Your Website?

If you are like most business owners you are struggling with spreading your time between generating new sales, managing employees, looking after existing customers and being the master of many hats. Your website usually falls to the back of the pile of things on your to do list. Many businesses usually know that their website needs a makeover or new functionality but they don't know when the right time to do it is. Your website is one of your best marketing tools and the rapid pace at which things change online means that your website can become outdated very quickly. Here are some sure fire things that are an indication that it is time to build and design that new website.

Your Customers Keep Telling You?

How many times do you have a customer come in or call you on the phone and say I couldn't find anything on your website. Do you do this or sell this? Imagine how many customers aren't calling you and just go to a competitor that has the information on their website. A redesign isn't just about the way your website looks. It's also about functionality & content. These two things are just as important to potential visitors as how your website looks. You may even have customers telling you that they don't like your website or they find it difficult to use. If your customers are telling you this then you should listen and start researching how you can make your website better.

Your Website Isn't Mobile Friendly

We always stress the importance of having a mobile friendly website. Why? Because more and more customers are now using mobile to search for products and services. This means that if your website isn't optimised for mobile and easy for customers to use they will simply close your website and move onto one of your competitors. Google is also making responsive/mobile friendly design a factor for mobile rankings. If you're website isn't mobile friendly your Google rankings will suffer on mobile devices. Not only can you improve or sustain your mobile rankings but your customers will also thank you for providing a functional website that is easy to use. Your opportunity to convert visitors into sales and enquiries will increase.

Your Brand Doesn't Match Your Website

Many businesses continually evolve their brand over time which includes updating their logo, merchandise, print and media advertising. They often forget that their website is an important cog in their overall marketing plan. If your website doesn't match your branding you may confuse potential customers and create a disconnect between your physical and online marketing. Make sure that if you are advertising anywhere that your website is aligned with your brand because the first thing people will do when they see an advertisement is Google your business name and check out your website. Don't lose potential business because your website isn't up to scratch.

Opportunity

Depending on the type of business you run there are multiple opportunities to take advantage of being online and using your website as the vehicle to drive new business. You may be a retail outlet that can easily expand into the world of e-commerce by upgrading your website. You may be the top source of information in your industry and by creating a blog you can drive new traffic and customers. You may want to automate access to downloadable forms & content for existing customers. The list goes on for the potential reasons you can take advantage of a new website.

Remember, redesigning your website doesn't only have to be about upgrading the way your website looks. There are multiple reasons why you should upgrade your website regularly to stay up to date with current trends and maintain a strong impression on your existing and potential customers.

Related Tags: Web Developer Newcastle | Website Design Newcastle


3 Ways To Be Better On Social Media

Social media is easy right? Throw up some posts on Facebook, send out some tweets on Twitter and put up some photos on instagram. How hard can it be? As a small or medium sized business owner I'm sure you've been there before. Your posts aren't engaging with your followers, your follower base isn't increasing and you are struggling to figure out why. Like everything online, social media is continuing to evolve and the way people consume information is continually changing. The things that might of worked a year ago may not work today. Rapid change occurs all the time and as a business it's your job to continue to refine and change the way you use social media. Here are three ways you can be better on social media and improve your engagement and number of followers.

Know your platform, content and audience

A one size fits all approach doesn't really work on social media anymore. With so many platforms and different ways to engage your audience you need a strategy that slightly changes depending on what social media channel you are using. This comes down to knowing the type of content that works and what the audience you are communicating with likes to see when they are browsing that social media channel. For example when people are browsing on Facebook research suggest that images provide more engagement then plain text posts. Videos are now the fastest growing post on Facebook. Think of simple ways you can use images & videos whenever you post something to Facebook. Twitter has become a lot more visual with research suggesting that people prefer to see images on tweets now as they tend to have a higher rate of engagement.

Adjust the type of content you produce in line with you audience and social media channel and your engagement and results will improve.

Create a tone, message and voice

You should create a consistent message through all your communication on social media. Just like verbal communication people will interpret who you are, what you represent and what your message is by the way your posts are written, structured and delivered. Develop a tone for your business which is aligned to your branding and how your traditional advertising is delivered. For example you may want to be fun & interesting, informative, professional or excited and happy. Keep your message consistent so you don't confuse your followers. Creating a consistent message will mean that your followers will know what to expect from your posts and they will be more engaged when they come through.

Be smart and use some useful tools

There are a few ways you can be smart with social media and here are some useful tools and tips which should follow:

Stop promoting yourself - People don't want to continually hear about you and how good you are. They are on social media to read interesting information, engage with people, relax and have fun. Promotion is essential part of social media, however it will have more impact if you do it subtly.

Leverage hashtags - Hashtags are there for a reason so use them. They help people find your posts and it is simple way to increase engagement and boost your followers.

Be engaged on social media - Share other peoples content, like posts, retweet interesting tweets, comment and become a part of the social media community. People will become more engaged with you as a result and you will find that people will follow you and interact with your posts.

Schedule your posts - Use Hootsuite or Buffer to schedule your social media posts, get in depth analytics and work on ways to improve your performance on social media

Have you got any tips? Comment below with your thoughts.

Related Tags: Social Media Marketing Newcastle | Digital Marketing Newcastle


4 Reasons Your Business Should Invest in SEO

As a business owner you are always on the lookout for ways to leverage your marketing dollar spends to increase the return for your business. Typically this return is in the form of more customers and increased sales. The world we live in today allows everyone to search for what they are looking for at the swipe of a finger and a click of a button. You've probably heard it a 1000 times about how SEO is important and you should be doing it. You know it's important but there is a difference between realising it's importance and making a serious investment to attempt to grow your traffic and potential customer base online. No matter what stage your business is in there are usually 4 reasons why you should invest in SEO.

Traditional marketing isn't cutting through like it used to

Traditional marketing is a must have for every business and it becomes especially important depending on the market and industry you operate in. The trick is being able to blend your traditional & digital marketing into one seamless approach. Technology is changing, markets are moving faster then before and this means that your marketing approach should continually evolve. Many businesses have had to completely change their business model to remain relevant. The yellow pages is an example of a business that relied on traditional marketing as it's service and has made a complete switch to the digital market.

What many businesses find is that they feel comfortable using traditional marketing even if there is no way to measure if it's working. Sure you can run a billboard at a local gym or other establishment and you will get some brand visibility, but how do you measure your return on investment? It's near impossible and it is a good reason to look at investing in something that allows you to measure your return on investment.

You want to reduce costs

It's sounds silly right. How can spending more money actually help you reduce your costs. Search engine optimisation is a long term investment and as such you should view the return as long term as well. As your business starts to rank for more and more of the words that relate to your products and services the cost for you to acquire each customer will actually reduce over time. The reason being is that you are specifically targeting customers that are already motivated to potentially buy or use your service as they have done half the work and searched on Google for what they want. You can view it as snowball effect where depending on the type of business you are you could potentially cover the cost of your marketing spend via SEO by acquiring one customer. It will obviously be different for each industry but there is reason to be confident that if you have a digital marketing plan utilising SEO that you will see a greater return on investment over the long term than any other marketing activity you can undertake.

You want more customers

It's simple. More and more people are searching for your business everyday online. If they can't find you then it's more than likely they will find one of your competitors. SEO like any other type of marketing activity is about volume, generating enquiries and squeezing the enquiries through the funnel to customers and sales. You should also know the lifetime value of your customer. How much repeat business do you get from that one customer and what is their value to you over the course of 12 months. The traditional ways of acquiring customers doesn't allow you to adequately measure your cost vs return. With SEO you can get more customers and measure if the return outweighs the cost. You will find that as your visibility increases online you will begin generating organic enquiries and sales. This is where the design of your website and how you convert visitors comes into play.

You don't want to spend time on it

SEO is time consuming for the business you employ to do it. For you as the business owner there is not much you really need to do. An effective SEO strategy like should always form part of your overall content marketing plan which includes regular blog updates on your own website, however most of the content you send to customers or use to advertise can be adapted to a blog that is useful to people who are searching for your products and services. It might take you 30 minutes a week to start running a blog that not only supports your SEO strategy, but delivers value to your customer base.

Related Tags: SEO Company Newcastle | Digital Marketing Newcastle


Why Your Website Should Be Mobile Friendly

The more you learn about your website and your business online the more you will hear people say things like you need a responsive website and your website needs to be mobile friendly. These suggestions are great, however should you really worry about your website being friendly to mobile visitors? The simple answer is yes you should. There are a variety of reasons why you should create a website that is functional, easy to navigate and aesthetically pleasing on mobile. The upwards trend of mobile growth in website traffic and e-commerce is not slowing down anytime soon and the capabilities of people to search for and visit anything online at anytime means that you should be creating a website to take advantage of it. We are going to run through some simple reasons why you should optimise your website for mobile, tablet and desktop.

Usability

People today have less time and they are in a rush to find the things they are searching for. The harder you make it for them the more likely they are to leave your website without them doing what you wanted them to do when they visited. There is nothing more frustrating for a potential visitor then having to zoom, modify and squint to read the text on your website while browsing on their phone. Presenting your website and the critical information you are providing to people to get them to engage in an action on your website becomes even more important as the screen size reduces. You need to make it clear, simple and easy to browse. Creating a website that is responsive to the changing screen size will allow you to easily optimise the view no matter the device.

Search engine optimisation

During 2014 mobile internet browsing exceeded PC for the first time ever and this represents an ever growing trend. More and more people search for products and services online now more than ever before. Google, the most popular search engine in the world is always trying to deliver the best content to visitors using their algorithms. They are now taking into account how mobile friendly your website is and guess what? If you want to rank highly for mobile search results on Google you need to have a website that is optimised and responsive to view on smaller devices. It makes sense for Google to deliver content that is not only valuable for people searching for particular information but also in a way that is easy to read. If you're lacking mobile traffic which is likely to be close to 50% of your overall site visits you should definitely review how optimised your website is for mobile.

Conversions

Whenever visitors hit your website you should always be asking them to do something, whether it be giving you their details, contacting you or buying something. Given what we have discussed regarding the growing trend of mobile traffic and searches you have a ten fold better chance to convert potential visitors on mobile and tablet if your website is optimised for smaller screens. Your information will present better and your calls to action will have a far greater impact and chance to convert a visitor into a customer.

Don't Do's

Like anything there is a couple of things you should avoid when optimising your website for mobile:

1) Don't create a separate mobile website - Google doesn't like this and it isn't necessary with fluid designs that can now adapt to the screen size. You are also missing out on optimising for tablet which is a growing market as well.

2) Don't tear your website down. There may be some simple ways you can implement responsive design into your existing framework depending on how your website is built

The benefits of having a responsive website far outweigh the potential negatives. The cost to build your new website or to adapt your existing one should pay itself off over the long term because you have a far better chance to rank higher in mobile search results and convert potential visitors into customers.

Related Tags: Web Developer Newcastle | Website Design Newcastle


How To Increase Conversions With 3 Simple Techniques

Sometimes the hardest part of any kind of online presence or growth strategy for your website is not only getting traffic but also how you convert that traffic to do something once they visit. People have short attention spans these days with the rise of social media so if you instantly don't have what they need they will be gone before you can get your best sales pitch out of the bag. First impressions count and your website should be a reflection of your business profile and brand. Ultimately your website should be an extension of your broad marketing plan and the centre of your digital strategy. With these three simple techniques you will learn how you can increase conversions on your website.

Create Goals & Measure Results

Typically businesses and small business owners don't have much of a plan after they've launched their website. Time can also play a huge part as the owner of the business you are usually juggling multiple hats at once to keep your business operating smoothly. One of the simplest things you can do is develop some goals for your website & track your results. Not only will this give you an understanding of how your website is performing but it will enable you to look at ways to improve your content, images, design and flow of your website. Some simple ways you could achieve this:

  • Every time you or a sales persons receives a direct call ask where they heard about you from e.g. was it your website? Dig deeper and find out how they got to your website. Keep track of each phone call as you may start to see a pattern as to how people are finding you. If something is working invest money into it and track the return on investment. It may be that people are finding you through social media, Google search results or paid advertising. If you can find a cost vs return that is profitable for your business on a strategy that is working it makes sense to invest time and money into it.
  • Use Google Analytics. It's free and is a useful tool to find out where your website traffic is coming from, how long they are staying and what pages on your website they are visiting. This will arm you with information around what potential customers are doing and why they are or aren't converting

First Impressions Count

How people perceive your business and can have a lasting impact in the mind of a person making a purchasing decision. Some simple things you can do to ensure you won't miss out on those potential customers:

  • Make your website mobile friendly. Over 50% of people today use their phone to browse services and buy products. If you aren't mobile friendly you are missing out on a huge chunk of potential customers
  • Make your website fast. Speed is one of the most critical factors in converting visitors and it also helps your search engine rankings
  • Analyse your competitors and always try to improve upon what they are doing

What's In It For Me?

There is so much information online today you need to be telling your potential customers what's in it for them. You need to translate your sales pitch and marketing onto your website to translate what you do and to engage visitors. Some simple ways you can do this include:

  • Create consistent calls to action throughout your website that asks/tells customers what to do - e.g. call you, email you, buy this
  • Develop landing pages that create a funnel from your calls to action. Simple landing pages that deliver a concise message and offer the customer something in return are a perfect example. You can then easily track who visits and when they convert.

Some of our favourite landing pages include:

Unbounce - It's pretty obvious they should have a good landing page as that's what they do, however this is the prime example of what you should show on a landing page and how you should structure it. Tell them what you do, sell the benefits and back it up with evidence. If you can offer something that is also a bonus as well.

WebDAM - Straight to the point and asks for your information above the fold

BasecampThe simplicity is what makes it so good and goes to show you don't need to go overboard to capture peoples attention

Useful Tools

Increasing conversions is a continual process that requires effort and a clear cut strategy to track results and improve. Here are some useful tools that may help:

Optimizepress

Google Analytics

Hootsuite

 

Related Tags: Social Media Marketing Newcastle | Website Design Newcastle