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22Mar, 2019

Why Data Analysis is Important for Your Business

From proving ROI to developing a growth strategy, data analysis will continue to be critical for driving the future of businesses.

For some, the challenge of data analysis is easy to overcome with just a few clicks in Excel. To others, it is an overwhelming task that takes hours of mental energy to complete. Recent market research done by Forrester showed that insight-driven firms were 69% more likely to report year-over-year revenue growth by 15% or more.

This suggests that the days of number crunching are far from over. But don’t let this worry you! We’re going to take the pain out of data analysis by showing you three process-oriented steps.

What is data analysis?

The data analysis process works to transform raw data into information that is foundational for future business growth. Before performing data analysis, ask yourself, “What question does our data need to answer?” Starting with this question is the first step before you gather any data or work on building a report.

More times than not, questions present themselves in the form of a problem that your business is currently facing. It could also spark thoughts of an opportunity that may lie ahead. A problem, for example, could be that last month your marketing team did not generate enough qualified leads for your sales team.

To solve this problem, ask the question, “Did our campaign strategy negatively impact our marketing funnel?” Once you have identified a question for the data, you’re ready to move on to the next step:

Planning

Planning your data analysis is just as important as actually conducting it. Create a plan to how you will actually conduct your data analysis.

You’ll need to answer these questions while creating your plan:

  1. What data do you need in order to answer your overall question?
  2. Does this data already exist somewhere?
  3. What metrics should you analyze or report on?

An example of some key metrics might include: The number of visits to your blog, visits-to-customer conversion rate, market qualified leads to sales qualified leads and revenue.

The final step is to actually collect your data to analyze.

Collecting data

Often times, businesses begin their data analysis by collecting data without having a plan or questions in mind. As a result, they find that they need more recent information or maybe even a new type of data they hadn’t considered before.

When collecting your data, it’s important to have a plan and consider the source of where it’s coming from.

There are two types of data: Internal and External.

Internal is the most common type of data that is used for analysis, and refers to data that comes from within your business. This type of data allows companies to best understand their results and identity insights that could lead to future growth. Examples of Internal data include: customer data, revenue data and conversion metrics.

On the other hand, collecting external data can also be beneficial for your overall analysis. This refers to data that is gathered from sources outside of the company, such as industry publications or census data.

Once you have collected and compiled your data, you’re ready to move on to the final step of the data analysis process: analyze and communicate.

Analyze and Communicate

As you analyze the data you have found, it’s likely you will need to revise your original question or collect even more data. After analyzing and collecting more data if needed, interpret your results.

As you are looking at your results, ask yourself these questions:

  • Does the data answer your original question?
  • Does the data help you defend against any objections?
  • Are there any limitations on your conclusions or any angles you haven’t considered?

Once you have successfully found a way to answer these questions, sit down with your team and communicate the best course of action. By following these data analysis steps, you are making better decisions for your business because your choices and plan of action are backed by data you have collected and analyzed.

This may seem tedious, but with practice, your analysis process will get faster and more accurate, meaning that you will be making better, more informed decisions to effectively run your business.

Follow VDG online for more helpful tips. And for more insight on your company’s social media strategy, schedule a consultation with our team.

15Oct, 2018

Why CTAs are Important for Your Website

Calls to Action are important tools that point visitors to an item of value on your website.

CTAs are used to guide potential customers through the buyer’s journey, taking them from “prospect” to “lead” to “customer.”

Why are calls to action (CTAs) so important for your business’s marketing efforts? The first step of lead generation is typically triggered by a Call to Action, encouraging website visitors to fill out a form, subscribe to an email list, or even buy your product. A successful CTA can then lead to conversions, which ultimately increases your Return on Investment! And that’s what every business is working toward, right?

What is a CTA?
A CTA is an image or line of text that prompts visitors to your website to take action. It is, quite literally, a “call” to take an “action.” Think of all those buttons, text links or images that have enticed you to do something in order to receive something in return: download, buy, learn, request, click, sign up, subscribe, join, get started, contact, claim. These are all CTAs.

Most CTAs will send you to a landing page with a form that the visitor fill out to receive the offer. Depending on the value of the offer, the form can be as simple as asking for an email address, or it can require more information such as a phone number or company info. Businesses can then use this information to follow up with them in the future.

Why are CTAs important?
CTAs are an important tool for guiding your website visitors through the buying journey. Just think: Maybe some of your website traffic is composed of people who want to do business with you, but simply don’t know how because there are no clear next-step markers on your site. CTAs provide a clear sign to take that next step. By clicking on the CTA and filling out the provided form, the user has now transitioned from a prospective customer to a lead.

Without CTAs, visitors are more likely to leave your website without engaging with any of the content you’ve worked so hard to create — and they’ll take their valuable contact info with them.

CTA best practices
First, you need to make sure your CTA is action-oriented. Be descriptive about the action you want the user to take. Let them know immediately what they’ll receive by clicking the CTA. For example, instead of using the CTA “Download Now,” use a more descriptive CTA such as “Download My E-Book.” This lets visitors know that by clicking the CTA they will be downloading an e-book. In fact, we would suggest being even more specific. For example, “Download My E-Book about CTA Best Practices.”

Next, make sure they stand out from your content. Visually, CTAs need to draw your attention. They shouldn’t be wallflowers who blend into the background and are easily overlooked but should stand out from the other content on your website and demand visitors’ attention. It’s important to consider the size and color of your CTA.

And last but not least, remember location is key. The placement of your CTA is incredibly important. Take into account the buyer persona you’re trying to reach. Consider placing CTAs at the end of relevant blog posts or any pages with content consistent with your offer. And don’t be afraid to try multiple locations until you find the one that works best.

CTAs are an important tool used to guide potential customers through the buyer’s journey, taking them from “prospect” to “lead” to “customer.” They are imperative to helping push visitors deeper into your website, encouraging them to engage with all of the valuable content you’ve produced that will help them make those crucial buying decisions. So, don’t sleep on CTAs, they are the critical first step to generating leads for your business.

05Sep, 2018

4 Common Web Mistakes to Avoid

Avoiding common website mistakes and how to solve for them.

When launching or redesigning a business website be aware of these common web mistakes.

Do you have a new business and are looking to create a new website? Maybe you have an existing website but it could use a face-lift.

There are many things to keep in mind when designing your business’ website. Some are crucial to ensuring your website enhances your customer’s experience and increases your appearance in organic search results.

But others consist of the basic building blocks that are often unintentionally overlooked, such as optimizing your site for SEO and making sure your site is secure.

So let’s go over how you can be sure to avoid common mistakes when creating your website.

1. Hiding Important Information 

We live in a world of instant gratification. When someone is looking for something, they need to be able to find it now. Most users do not have the patience to take the time to dig through your website to find the information they’re looking for.

Make sure important information is prominently displayed on your site, including contact and location information, information about your company, and pricing info (if available), as well as links to places to connect outside of your site — social media, distribution channels, etc.

2. Forgetting to Link to Social Media 

Outside of your website, it’s important to connect with potential (or current) customers on social platforms that they are spending their time on.

If a person is interested in a business, he or she is going to “like” it on Facebook, or follow it on other channels such as Twitter, Instagram and LinkedIn, to keep up to date on the latest information about the company. And in today’s social world, it’s important to be present and active on the different social platforms.

92% of marketers say that social media is important to their business.

It is a rookie mistake to exclude links to your social accounts on your website. Make sure they’re prominently displayed not only on the homepage, but also on your contact page, if you have one.

3. Not Optimizing for SEO 

Search Engine Optimization is important because it helps potential customers find your website organically, meaning people are using topical keywords in the search engine to find your site, not through direct links from other websites, social media or paid ads.

Why does organic search matter? Organic searches are better at driving relevant traffic to your website. These are the people who have a question or need related to your business.

There are a lot of components that make up SEO: long-tail keywords, meta descriptions, image alt text, tags, internal and external links and relevant content, among others. When building your site, make sure you’re implementing basic SEO practices.

4. Not Securing Your Website 

Cybersecurity should be top of mind when creating a website, especially if your website deals with sensitive information.

Make sure your site has an SSL certificate or confirm the current one is up to date. SSL certificates are only valid for a specific time period and will expire.

So, what’s the big deal about taking time to think about SEO, navigation, social buttons and security? Will a website really make that much impact on your business? The answer is a resounding yes.

Your website is your virtual front door and in many ways is replacing the traditional business card. It’s how people find you and find out more about your business. The four components we went over are only some of the essential building blocks to a successful website.

If you’d like more information about how to ensure your website will work for your business, visit the link below.

08Mar, 2018

10 Elements All Successful Websites Should Have

We’ve talked a lot about web design over the past few weeks, from revisiting 2018’s web design trends and reviewing questions to expect when building a website to explaining the difference between a web designer and a web developer. The reasons for focusing on website design are plenty, but the key takeaway for businesses should be that your website is your virtual front door. In many cases, it’s the first impression many potential customers will have with your business. And you know what they say about first impressions … they’re important.

There are many tactics one can use to help people find your site — implementing SEO best practices and incorporating inbound marketing strategies such as creating great content, using CTAs and email marketing, and paying attention to your social media traffic. But to maintain a competitive edge in today’s marketplace, business websites must have a modern, responsive design that keeps customers on your site once they find it. Is your website unintentionally driving people away? Maybe it’s time to revisit your website’s design. Here, we offer 10 elements that all successful websites should have — components that will ensure your website rises above the others.

1. Headline

Visitors should immediately know what your website is about and what your business has to offer. Make sure your headline clearly communicates this.

2. Calls to Action

Calls to action (CTA) enable visitors to dig deeper into your site and should direct them further along in the buying journey. Effective calls to action include “sign up to learn more,” “contact us for more information,” “click here to download,” and more. Most CTAs will send you to a landing page with a form that the visitor must fill out in order to receive the offer. Businesses can then use this information to follow up with them in the future, such as by subscribing them to an email list. In short, CTAs encourage visitors to take an action on your site and engage with the content that you offer.

3. Beautiful Images

A website’s design should enhance the user experience. Be sure to include imagery that not only relates to your business, but is also visually appealing.

4. Centralized Navigation

Navigation should be prominent on the homepage. It should be easy for visitors to find what they need to on your site.

Want the full list of 10 elements that all successful websites should have?
Download our free infographic.

There’s no doubt that a business’s website is instrumental to its overall success: 48% of people say a website’s design is the most important factor in deciding the credibility of a business. And on top of that, HubSpot reports that 38% of people will stop engaging with a website if the content/layout is unattractive. When was the last time you updated your company’s website? An outdated or inefficient website could be a contributing factor to why you’re not converting as many leads as you’d like. Take a look at your site. Try to navigate it. Is it attractive? Easy to use? Does it encourage you to dig deeper into the available content? And, ultimately, what kind of first impression do you think it leaves on potential customers?

24Jan, 2018

Web Designer vs. Web Developer: What’s the Difference?

You know one thing: Your website could use a little TLC (and no we don’t mean the waterfalls kind). But, the next step is deciding who to now hire. Do you search for a web developer, a web designer or a two-for-one … if those exist? Web designers and web developers each have unique skillsets and both are equally important in the creation, management and functionality of your website. Here we break down what each of them bring to the table and how they work together to ensure that your website looks great, represents your brand, and is optimized for converting visitors into customers.

Web Designer:

A web designer knows what graphic design elements will make your site stand out from the crowd and how to visually tell your brand’s story. A potential customer’s entire first impression of your business can be altered by one website visit. We have heard countless clients tell us, “My website makes my company look too small, like we can’t compete.” Did you know that 75% of consumers admit that they judge a company’s credibility based on their website design?

Web designers focus on the overall look-and-feel of the website and how it comes across to the end-user. A web designer is typically responsible for creating the wire-frame or a visual “blueprint” of the site’s layout and architectural framework. Designers work with programs in the Adobe Creative Cloud, creating designs in Photoshop, InDesign or Illustrator.

In short, a web designer makes your site look beautiful and professional. They handle the artistic and creative elements of a website.

Web Developer:

Web developers are responsible for the functionality of a website and the tangible experience of the end-user. Developers collaborate closely with designers to bring the design of the site to life and to understand the process of how a site visitor will navigate the website. Web developers are well-versed in computer programming languages and coding in HTML, CSS and JavaScript.

Web developers also ensure that the design of the site is responsive and works across all platforms and mobile devices. It really is important for web developers and web designers to work together in order to achieve the client’s goals for their site.

In short, a web developer makes your site run smoothly with a seamless user experience. They handle the technical and analytical aspects of the site, as well as the ongoing hosting and management of the site.

Two-for-one?

It is rare that you will find someone who excels in web development and web design, since college and technical degrees are geared to one or the other. Most marketing and graphic design firms will have a team of both and those teams work together on the creation and development of a website, as well as its ongoing management and maintenance.

Web developers and web designers should not create websites autonomously, as each component builds on the other resulting in a beautiful, functional site. And while you may find individuals that market themselves as “two-for-one” you will be hard-pressed to find somebody who is equally adept in both. While a designer can visually tell your brand’s story, a developer will make sure that the story is then heard (and found) — through a traffic and conversion strategy that includes search engine optimization and form creation. If the goal of your website is to look professional, tell your brand’s story, increase web traffic, convert site visitors and delight customers, then it is important to work with a team of both web developers and designers.

If you are in need of a new website or considering a redesign of your current site, download a list of these 10 elements that all successful websites should have.

30Nov, 2017

3 Reasons to Incorporate Video on Your Website

In terms of keeping up with trends, there’s no better place to look than social media. And currently, video is the name of the game. From Instagram Stories and Snapchat to Periscope and YouTube, sharing via video streams is dominating the social sphere. And to demonstrate the sheer power and influence that social videos have in today’s world, look no further than the state of pop culture. YouTubers and former Vine users have evolved into actual celebrities, whose millions of followerscatapulted them onto red carpets, movie screens and stages across the world. But the rise of online celebrities and “influencers” shouldn’t be too surprising given the fact that one-third of online activity is spent watching videos.

But how does the current state of internet celebrity relate to your business? It comes down to one word: exposure. While well-written content is extremely effective and an important piece of the digital marketing puzzle, visual marketing is an increasingly desirable and game-changing marketing tool. It’s been reported that marketers who use video grow revenue 49% faster than non-video users. And let’s not forget that videos qualify as content, so they can help with your SEO and Google rankings in the same way a blog post can. Still not convinced video is right for your business? Here are three reasons to consider incorporating video on your website.

1. Videos Allow You to Showcase Your Personality

Video is a great way to introduce your brand to potential customers and offer a behind-the-scenes peek into your business. One of the best uses of video for business is through customer testimonials. Social Fresh reports that testimonials have the highest effectiveness rating for content marketing at 89%. Videos can also humanize the buying experience, enabling you to connect to your audience by showcasing your company’s personality through its employees and culture, aspects that can help you stand out from the competition. According to Video Brewery, 64% of people who visit a business’s website are likely to buy their product after watching a video.

2. Videos Boost Your Google Ranking

The ultimate goal of digital marketing — in any form — is to increase the likelihood that customers are able to find your business and turn into leads. We use content and social media to help boost SEO, which directly affects where you show up in search engine results. So while videos may entice a visitor once they’ve found you, it’s important to know how to use video to get them to your site in the first place. If you’re struggling to increase your Google ranking, let this statistic sink in: Businesses are 53 times more likely to show up first on Google if they have a video embedded on their website. But simply uploading a video isn’t enough to land you at the top of the results, you must also incorporate SEO best practices to get there. Be sure to write interesting and effective titles and descriptions, and give customers a way to take the next step by including calls to action.

3. Videos Increase ROI

What’s the point of dedicating time and money to digital marketing strategies if you don’t receive a good return on investment (ROI)? There’s reason to be optimistic about how video can positively affect your ROI: 51% of marketing professionals worldwide name video as the type of content with the best ROI, and marketers who use video have reported growing revenue 49% faster than non-video users. If your business produces products, you have an even greater chance to improve ROI by incorporating video. Studies showthat 74% of users who watched an explainer video to learn more about a product or service subsequently bought it.

Even though small businesses aren’t using video as a stepping stone to the bright lights of Hollywood, the rewards can be just as sweet. Video opens the door to increased exposure in the form of boosted Google rankings, more effective SEO and, ultimately, the ability to convert more leads and grow your business

20Nov, 2017

6 Ways Your Website is Driving Customers Away

Attracting potential customers to your website requires knowledge and time devoted to SEO, marketing, content and social media. And while getting customers’ attention can be hard, keeping their interest once they’ve found your website is crucial. If you’ve spent time and money on your company’s website, but aren’t seeing the return on investment you had hoped for, it could be because you’re unwittingly driving potential customers away. If so, we’ve compiled eight signs your website could be the reason why your leads are falling flat.

The Layout Isn’t Responsive

It’s important to note that a responsive website isn’t the same thing as a mobile-friendly website. A mobile-friendly website will look good on mobile, but may be harder to navigate when viewed on other devices with a higher resolution, such as a desktop or tablet. A responsive website is designed to adapt to any screen size, so someone will be able to view it on any device and still have a good user experience (UX). One of the most important features of a successful website is that it facilitates a good experience, whether it’s on a phone or any other device. So if someone visits your site on a device that isn’t compatible with your website, they’re more likely to leave and not come back.

Complicated navigation

When someone visits your website, they should be able to quickly and easily find what they’re looking for. Visitors need to be able to intuitively navigate your site, meaning the navigation links should be prominently displayed and grouped in a central area — they shouldn’t be hidden in blocks of text. Larger websites should also have a sitemap to help customers find what they’re looking for.

It’s Suffering from Slow Load Times

As we noted in our blog post “5 Signs You Need to Update Your Website,” it’s been reported that 40% of people abandon websites that take longer than 3 seconds to load. So, you can fill your website with all of the graphics and music and ads you like, but if those disruptive designs contribute to slow load times, potential customers aren’t going to stick around. If you’re not sure if your website is loading too slowly, test it with Google Page Speed Insights, a free tool from Google that will allow you to check your site’s performance.

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There are No CTAs

What if your website design is good enough to not only draw people in, but also keep them on the site searching for more information? They’ve read your content and are interested in the services you offer, but there’s no way for them to dig deeper into the site. Because of this, they leave your site and you’ve missed an opportunity to convert the lead. Without clear and effective calls to action (CTA), a potential customer has no way to gather more information before making the decision whether or not to do business with you. It could be as simple as a “Click For More Information” button, which takes them to a contact form. Or it could be a CTA to download an offer such as a guide, whitepaper, or something else of value to the customer. By submitting their name and contact, they can receive a content offer that shows them that you’re a leader in your industry. Obtaining their contact info will allow you to follow up with them in the future.

No Social Media Links

We’re living in a social world, and if people are interested in what your business can offer, they’ll want to follow you for updates. The best way to do that is through social media. All businesses need to invest time into building their online presence through not only their website, but also their social media accounts. If you have a robust and active social media presence, you should link to it on your website. Now here’s the catch: Don’t hide those social media buttons on a “contact us” page on your site. Make sure they’re displayed prominantly on your homepage and easy to find. This will help build your social following, and in turn boost your SEO and Google ranking. We’d say that’s a win-win.

Features Poor Content

One imporant piece of the SEO puzzle is content. Good content can draw potential customers to your site. It can make you a trusted industry leader. It can up your SEO game to the top level. Bad content can do just the opposite. But how do you know if your content is bad content? There are some clear signs: Do you have a high bounce rate? Are people commenting on and sharing your posts? Are you casting too wide a net with your topics? And, most importantly, do you have the knowledge to back up what you’re writing about? Good writing is more than sentence structure and grammar, it’s about engaging with your readers and offering them information they can use. If you’re struggling to produce quality content, it may be time to adjust your strategy.

We’ve said it before, and it’s worth repeating: Your website is the first impression many potential customers will have with your business. If it’s driving those customers away, it’s not doing its job. If your website is falling short on any of the topics listed above, it’s probably time to reevaluate your website.

10Nov, 2017

5 Signs You Need to Update Your Website

When was the last time you updated your company’s website? Three years ago? Five? Possibly more? If this is the case, chances are your website is outdated and a contributing factor to why you’re not converting as many leads as you’d like. It’s no secret that having a mobile-responsive, modern website is a must for all businesses. After all, your website is your virtual front door and in many cases the first impression a potential customer will have with your business. And you know what they say about first impressions…

In order to maintain a competitive edge in today’s marketplace, it’s imperative that businesses have optimized websites that enhance the user experience. If you’re still on the fence about whether or not your site needs a makeover, we’ve pulled together five signs that it’s time to invest in an upgrade.

1. The Design is Outdated

Your website is a visual representation of your business. If that visual is using dated images, contrasting colors or — gasp! — Flash, it’s time for a virtual face-lift. Are your social media links prominently displayed on the homepage? Are you employing clear CTAs that offer something of value to visitors? The average person visiting your website is surprisingly technically savvy, and if you don’t provide a streamlined online experience with easy navigation, chances are they’ll leave your site before even getting into the meat of what you can offer.

2. It isn’t Responsive or Mobile-Friendly

This is a big one. The majority of Internet browsing now takes place on smartphones. Plus, Google displays mobile-friendly results first, so if your site isn’t mobile-friendly, you’re not going to show up in searches. And not only is it important to be mobile-friendly, but your site needs to be responsive to all devices (smartphones, tablets, desktops) and screen sizes, as customers are likely to switch between different devices throughout their buying cycle. If your site isn’t responsive to all of the devices, you’re more likely to lose potential customers because you’re not offering a good user experience — a big no-no in Google’s eyes.

3. Slow Load Times

Just like toddlers, online users have short attention spans and are not willing to wait for slow-loading websites. According to Kissmetrics, 40% of people abandon websites that take longer than 3 seconds to load. Three seconds — let that sink in. Website load times are also a determining factor in SEO, so if you have a website loading at a snail’s pace, Google isn’t going to look favorably on it. Factors such as background images, custom fonts, etc., can contribute to slow load times. If your website takes longer than five seconds to load, it’s probably time to consider contacting a professional who can help to optimize your site.

4. High Bounce Rate

A bounce rate is the amount of time a person stays on your site after viewing one page. A high bounce rate (anything over 50%) is a sign visitors are leaving your site too quickly. It’s important to keep tabs on your site’s analytics to see if people are leaving your site without exploring it further  — a sign they’re not finding what they need quickly and easily. There are many things that can contribute to a high bounce rate, including issues we’ve already discussed, such as slow load times and an outdated design, in addition to difficult navigation, the misuse of call to actions (CTA) and more.

5. Stagnant Content

Do you have content that hasn’t been updated in months? If so, your site can be seen as irrelevant not only in visitors’ eyes, but also to search engines. Consistently publishing relevant content to your site — whether through blog posts, infographics, videos, guides, e-books, case studies and more — will strengthen your SEO and bump up your search engine rankings. In order to drive traffic to your website, people need to be able to find you through organic searches. And once they find you, it’s important to keep them on your site through content that offers something of value to them. So while it does take time to consistently produce content, it’s time well spent.

If you’ve marked a check next to any of these issues, it’s time to invest in a website upgrade. According to HubSpot, 38% of people will stop engaging with a website if the content/layout is unattractive. So if you’re having trouble gaining leads, take a look at your virtual front door and gauge what kind of first impression you’re leaving with potential customers.

13Oct, 2017

3 Ways to Generate Qualified Leads for your Website

You’ve published your website and created business pages across all the social media platforms. You’re waiting for the leads to roll in, but they’re stalled. Now what? Current trends are pointing to inbound marketing, which moves away from traditional disruptive sales tactics (cold calls) and instead seeks to empower potential customers by providing content that encourages them to seek out more information about your business. They key word here is “content,” and in order to generate qualified leads, you’ll need a searchable website with content targeted to your ideal customers and a plan to distribute that content. Easy, right? Let’s break it down and get started on your journey to generating more qualified leads for your website.

1. Utilize Strong SEO on Your Website

The first step to generating more qualified leads is to make sure potential customers can actually find your website. Just because you’ve clicked publish and sent your website off into the World Wide Web doesn’t mean that people are finding their way to it. To remedy this, you’ll want to optimize your site using SEO best practices. So what is SEO? Search Engine Optimization is the practice of increasing traffic to your website through organic search engine results. It can get a little technical, but the basics include:

Keywords: Your website should be filled with relevant keywords that speak to what your business or industry offers. Include them in titles, descriptions, headings, content, alt-text in images, URLs and your site’s meta data.

Ease of navigation: Make sure your website isn’t clunky. Attention spans are short and no one wants to wade through tons of pages, wait on slow load times, scroll through mountains of text or deal with annoying pop-ups.

Content: We’ll expound on this later, but generating relevant content about what your potential customers are searching for will increase your chance of landing in their search results. But relevancy isn’t the only thing that’s important, you also need to consistently publish content to make an impact.

Links to internal and external sources: Link to outside sources throughout your posts, as well as to internal pages on your site. And once you create content, promote it as much as you can so other industry authorities can find it and link back to you.

2. Create Valuable Content Through Blogging

Blogging is one of the best tools businesses have at their disposal to attract new customers. Not only does creating valuable content on topics related to your industry help you stand out as an authoritative voice, it also increases your visibility. Each blog post creates a new indexed page that search engines are able to crawl, which increases the likelihood people will find your website. Once they’re there, the goal is to offer them a wealth of information that will encourage them to seek out more information about what your business offers. So how do you capture those leads?

Does your business offer premium content such as an e-book, free assessment, guides or other “gated content”? If so, place a call to action on your blog posts that links to a form customers can fill out to obtain that gated content. For example, if you own a travel agency and just published a blog about traveling with children and you have an offer that is related to this topic, add a button to your blog post that links to the offer using language such as “Download a Free E-Book for the Best Family Travel Destinations.” The content should entice readers to want to fill out the form to receive more content, and by getting them to fill out that form, you’ve just generated a lead.

3. Promote Yourself Through Social Media

Once you’ve optimized your website through SEO and created valuable content, the next step is to promote your business and content through social media. It’s an important step in the overall goal of visibility. After you’ve published a blog post, share it on Facebook, Twitter, LinkedIn, Instagram and Google Plus. This will get that content out to your network with the goal that others will “like” or share it, which will make it visible to their network, increasing your reach and ultimately attracting new leads. But it’s important to understand each of the networks in order to use them effectively. While LinkedIn is used more to reach out to professionals in your field, Facebook and Instagram are more casual and very visual-focused. So you’d want to be sure to create visually appealing posts using graphics and images.

And don’t forget to share often. Posting every once in awhile won’t be enough to increase your reach and generate new leads. Create a social media content plan that outlines the type and frequency of posts specific to each platform. If you don’t feel you have the time or tools to create and implement this type of plan, maybe it’s time to consider hiring a Social Media Manager. After all, Social Media Examiner’s 2017 report, 88% of marketers indicated their social media efforts increased exposure for their businesses.

These days, creating a website for your business isn’t enough to generate qualified leads. You need an SEO-friendly website that utilizes both blog content and social media promotion. Once people are able to find your website and read through the great content you’ve created, they’re more likely to opt-in to one of your offers, which will generate a new lead for your business.

To find out if you need to update your site’s social media strategy, schedule a free 30 minute, no-strings-attached marketing consultation with our team.

21Sep, 2017

5 Ways To Improve Your Website’s User Experience

Building a website with the user’s experience (UX) in mind is key. You can have the best content in the world, but if your site is hard to navigate, hard to find, slow to load and not mobile-friendly then you’re doing an incredible disservice to your business. Thankfully, there are just a few things that can be done to drastically improve website performance and user experience.

1. Speed Up Your Site

It is seriously crazy to think that we used to sit there and patiently (or not so patiently) wait for minutes on end for our dial-up internet connection so we could get online and get to an AOL chatroom. Today, we expect to be instantly connected to any page on any website, anywhere, at any time.  Just how impatient are your customers? Well, according to Hubspot, a mere 2-second delay in load time results in abandonment rates of up to 87%.

You can use this free tool from Google to analyze your page speed and get some suggestions for improvement. Optimizing images, enabling browser caching, optimizing your CSS and enabling compression on your site can all dramatically help increase speed.

2. Use Professional Images and Graphics

First impressions are everything. It’s important to grab your potential customer’s attention immediately, and there is no better way than with a powerful image that accurately conveys your brand. If possible, always use actual photography of your business, team and products over stock photography. Either way, high-resolution, professional, quality images and graphics are a must.

Visitors are over 90% more likely to read and engage with your site when there are images to draw them in.

3. Keep Your Website Consistent

If you don’t already have a brand guidelines document, we definitely recommend having one created. It is important for your branding to be consistent across everything you do, and that includes on every page of your website.

Make sure that you are using the same fonts, logo, colors, style of images and tone of voice throughout your site, as well as consistent design and navigation on each page.

4. Check your 404’s

While Google might not punish you for 404 error messages (page not found) a visitor to your site won’t be very happy. Running across a 404 is discouraging and typically causes someone to just leave your site then continue searching for what they need. To check if you have any 404’s set up Google Webmaster tools and check for crawl errors. This tool also checks for broken links for free.

If your visitor does land on a 404 page, at least make sure it is easy for them to navigate back to where they came from or search for something else. You can also turn the 404 page into something witty, funny, fun, engaging and related to your brand. Check out these awesome examples of well-designed 404 pages.

5. Be Mobile-Friendly and Responsive

This one should go without saying, given that more than half of all web traffic comes from mobile devices: your website MUST be optimized for mobile and be responsive. In fact, Google recently even started penalizing sites that are not optimized for mobile. Use this free tool to see what your site looks across different mobile platforms and tablets.

We hope these tips have helped you assess your website’s user experience. For a more in-depth look at your site’s performance, schedule a free 30 minute, no-strings-attached marketing consultation with our team. 

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Veugeler Design Group is an award-winning, digital marketing and design agency focused on delivering compelling work that gets you noticed, tells your story, and attracts and converts the customers you want.
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