Category Archives: Digital Marketing Strategy

ARE YOU MAXIMIZING YOUR WEBSITE FOR LEAD GENERATION?

Lead-GenerationBusinesses are focused on using their websites as a source of new customers. In fact, nearly 50% of B2B buyers indicate that the most likely way they find sales information is to go directly to a supplier website. As a result, companies are investing in site optimization to ensure they have user-focused content designed specifically to convert visitors into inbound sales leads.

Powerful content may include benefits of what you offer, case studies of your products and services, customer testimonials and lots of answers to the key question of ‘Why you?’

So, how well is your site performing in lead generation? Assume that a potential customer has explored the entirety of your website content. You have them excited about starting a sales dialogue with you. How do you translate that excitement into action? Below are several simple guidelines to maximize your inbound lead opportunities on your website.

  • Effective lead capturing requires a proactive mindset – Provide focused attention on the conversion goal right on your home page. Don’t force your visitors to initiate contact.
  • Provide more than your ‘Contact Us’ page – Many websites don’t have effective paths for customer prospects to start the dialogue. By default, it’s often the ‘Contact Us’ page. In many instances, the ‘Contact Us’ page is largely reactive and inadequate as a customer acquisition path. To increase more inbound leads, consider adding more navigation links to your ‘Contact Us’ page as well as strategically place ‘call-to-action’ options on sales-focused content pages.
  • Give visitors a reason to contact you –If the only inbound leads you are getting from your website are from the ‘Contact Us’ page, you might want to consider offering more call-to-action paths. Examples of lead generation call-to-actions include scheduling a sales demo, joining a webinar, getting a quote and signing up for a special offer.
  • Don’t rely solely on form submissions – Adding call-to-action (CTA) options such as call tracking or live chat can be very effective in generating incremental leads. In fact, many consider it a competitive advantage for visitors to have multiple contact options to consider when converting interest into lead generation.
  • Respond promptly – Once customer interest has been sparked, it’s up to you to respond and satisfy the initial itch. If you don’t, then a competitor eventually will.

Your inbound website leads are like gold, and there are simple measures to consider assuring you’re maximizing lead engagement on your website. First of all, make sure you’re utilizing every possible CTA option in maximizing lead generation opportunities on your website. Secondly, make sure you’re enabling your sales team to capitalize on the inbound leads you’re generating. Be proactive with your website so it delivers the results you’re looking for.  Maximize your lead opportunities!

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Understanding Paid Search

One of the appealing aspects of online marketing, particularly paid channels, is the wealth of data that is available. The promise of all of this data is the ability to know exactly what is and is not working. At first glance, this should be pretty straightforward: do the additional sales exceed to cost of the advertising. But for anyone that has managed an online marketing campaign there is a lot more going on and in the immense tables of numbers is the promise of improved results.

header-dartboard-sm-288Take a sporting event as an example: the number that matters is the final score. It measures success or failure and is very easy to understand. But it leaves out the details that are essential to a coach or manager to help the team improve for the next game. It doesn’t credit which players or strategies performed well and which ones did not.

The same is true of online advertising: the return on investment is the number that matters. But understanding how to improve this comes down to understanding all of the elements that lead up to that and knowing which adjustments can emphasize strengths. It takes ongoing commitment to understand what works, try new things and get to a point of having a team that consistently wins.

This is where a solid paid search partner like TKG comes in: of course we do all the research, scouting and planning to make your campaign a success. But we also excel at evaluating your performance and figuring out where to make adjustments to continue to improve your returns.

Does our PPC expertise sound like something that you could benefit from? Learn more at TKG.com or get in touch.

5 Times More Reasons To Use Video for Your Business

In case you missed it, the Super Bowl was, ahem, pretty big this year. Arguably bigger? The fbcommercials. Love or hate football, this prime-time TV real estate often boasts some of the best and funniest ads of the year.

And if you’d like, you can easily catch all the ads on YouTube, taking the time to re-watch your favorites, or see the ones you missed while grabbing extra chip dip in the kitchen.

But here’s the exciting part (and the part your business may want to pay attention to): while YouTube absolutely smashed Facebook on overall commercial views, Facebook cleaned YouTube’s clock on overall shares.

FIVE TIMES as many shares, in fact.

As of the Monday after the Super Bowl, YouTube amassed a total of 234 million views on Super Bowl ads. Facebook couldn’t keep up with that number, mostly because not all the videos were uploaded directly to Facebook, and also because Facebook’s search still isn’t nearly as robust as YouTube’s (and people rarely go to Facebook to specifically search for video…at least, not yet).

When it came to overall shares of videos, however, Facebook accounted for nearly 70% of all shares for Super Bowl ads this year, even without many of the commercials being “native” (or uploaded directly) to the platform.

So what does this mean for your business?

  1. Video content is still king, and we know from our own client analytics that video always performs well with audiences, usually far outpacing photos.
  2. Facebook is placing higher and higher importance on native video on the platform. It’s great to host a video on YouTube (and you should continue to do so, since this plays well with SEO), but we already know the Facebook algorithm doesn’t play as nicely with outside links as well as it does to content posted directly to the platform.
  3. Views are nice, shares are great, and the further your video content spreads, the better.
  4. Video doesn’t have to be crazy high production to resonate with your audience. Most newer cell phones have fantastic cameras, so if you have 90 seconds and an iPhone, you can start connecting with your audience regularly with video.

The biggest lesson? Having a diverse distribution plan for your content is key to taking full advantage to how your audience finds you and interacts with you. Facebook is great, but it’s not the sole answer to an overall content strategy. Having multiple channels, and knowing how to leverage each one will contribute to your brand message and business goals.

“Oh I Forgot I Had a Website”

Oh I Forgot I Had a Website ImageWhile it’s not likely that you actually would ever forget that your business has an online presence, but that might be what the content and look of your site tell your visitors.

We all get busy running our businesses and making sure we are selling products. Fortunately, we at TKG are thinking about your website and we care a lot!

We took a look and, trust us, we were equally excited about the big news you announced proudly on your homepage in 2009! Unfortunately, it’s now 2015 so it is not quite as exciting.

That brings us to the photos you have of your team proudly displayed in your About Us or Meet the Group section. Everyone looks great, but unfortunately half of them are now gone as that photo is circa 2005. Or even worse (better?), you now have 30 employees, rather than the 10 shown in the photo.

So all joking aside, what kind of message does this outdated kind of info and look convey to visitors?

  • Do these guys update anything?
  • Are they almost out of business?
  • Is this really a company I want to do business with?

Other recent TKGenius blog posts have talked about the importance of things such as technology, keeping up with browser compatibility and responsive design. What your site says (or doesn’t) can be as important as the technologies used. It’s why we don’t take a one size fits all approach with our clients at TKG. We evaluate what you have, take the time to understand your goals and strategize to make the right recommendations to move your business forward.

So remember that website you have? Go take a look. Are you proud of what it says about your company? Would you want to do business with your company? Is it time for a few updates, a facelift or maybe even a complete overhaul?

We’re here for you. Get connected!

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Real Time Responsive Design Test

Responsive Design – it’s not just a buzzword. We’ve written quite a few blog posts on the subject here at TKG. We’ve stressed the importance of providing a powerful, functional web experience whether the user is sitting in front of their PC or in the back of a taxi cab miles away from home.

Chances are if you are already working with an online marketing firm, you know whether or not your website is, in fact, responsive. But for the small business owner who doesn’t have a bevy of web experts at their disposal, this can be a tricky question.

Enter the Mobile Web Transmogrification Portal! The what? Transmog is a simple tool that generates a real-time working preview of your website as it would appear on various mobile devices. Preview options include the iPhone 4S, iPhone 5, iPad 2 and Samsung Galaxy S3.  Simply plug your URL into the tool and choose the display choice. You can toggle through the different display types and click through to any page on your website. The display updates real time so you can see whether your entire site is responsive or if your homepage is the only piece that is user-friendly.

TransMogScreenCap

We’ve captured a few examples of what a nice, responsive website looks like on the iPad and Galaxy using this tool. Give it a try! If you aren’t pleased with what you see on the display, you know where to find us!

TransMog Responsive Test - iPad TransMog Responsive Test - Galaxy

Do What Works but Don’t Stop Wanting More

As an account manager of several web marketing clients, my goal is for them (and us) to be successful in growing their businesses. And we do that by aligning our strategy with their company goals, becoming partners who work together in this mutual aim.

Most of my customers want to sell more widgets or get more sales leads, and so we get them more website traffic so they can do just that. Who doesn’t like more customers, right?

If your company website leads or sales are growing, especially by having a content and search engine optimization (SEO) strategy, then continue to work your plan. That’s good business sense.

But let’s not stop at just continuing to do what works. There’s always more. It’s time to try new things.

stock-footage-new-ideas-hand-drawn-lettering-with-a-simple-stylized-bulb-symbol-whiteboard-animation-on-whiteWhen it comes to making money, one of my favorite things to do is to try new ideas. It’s fun to test them out and see if you can get a return on investment. Online marketing is no different: Find something that works and expand it. Then, find something else that works and expand it, too. Repeat the process.

Let’s assume you have an SEO and content strategy working for your business. Have you tested some paid digital advertising, yet? What about social media marketing; is that right for your business? And by social media marketing, I mean true strategy that drives results – not just playing on Facebook. How about email marketing to current customers – might you get them to spend more with your company with repeat orders?

There are so many avenues to explore when it comes to growing your business. If you haven’t gone down very far down those roads, there are likely goldmines to uncover.

5 Online Marketing Tips for 2015

It’s never a bad idea to revisit your online marketing strategies and SEO efforts. Here are five quick tips to help with your online marketing initiatives in 2015.

  1. Building Stronger Content
    Need ideas for new web content? Review the submissions coming in from the comments field on your website’s Contact Us page. Additionally, review search terms users enter into your site search box. There is a report for this in Google Analytics and many content management systems also capture this data. Outside of the website, you can also ask your sales team for call transcripts from valid prospects. These are all great sources of information to better understand what is important to your customers.
  1. Find the Answers You Need
    Are you stumped on a technical or SEO-related question about your website? Visit the Google Search Help Forum to get answers directly from a community of knowledgeable Google users.
  1. Structured Data Checkup
    Does structured data make sense for your website? Probably. Rich snippets can be added to specific elements on a website to help search engines further understand information. There are snippets available for almost all types of websites so more than likely there are several that are applicable for your business. For example, there are snippets available to identify items such as navigation breadcrumbs, recipe images, product reviews, job posting locations, and the physical address of a business. Learn more at www.schema.org.
  1. Long Tail Search Term Content
    google-autocompletegoogle-searches-related Need even more landing page copy ideas? Pay attention to the auto-suggest results that show up when typing a popular industry search query into Google then write content to address the long tail results. At the bottom of Google search results pages, there are also helpful ideas in a section called Searches related to. Bing displays related searches in the right column of the results page.
  1. Keep Similar Keywords
    Stumped on which similarly popular keyword to incorporate into a page? Use both. Embrace synonyms, related phrases, and long tail phrases across title tags, meta descriptions, image alt tags, URLs, page copy, etc to define an overall theme for a page rather than fixating on a single keyword. The days of finding that one magical keyword then plugging it into every single meta field are over. If it feels like you’re stuffing keywords; you probably are.

Have any other helpful digital marketing tips? Feel free to share in the comments.

Responsive Design

Over the years, the ways in which we view the internet have changed dramatically. I still remember the days when my family dialed up the internet on our old Compaq, and now users have the option to access the internet virtually on their TVs, PCs, tablets, smartphones, netbooks or even their refrigerators. The point is, users are accessing your site on a range of different devices, and you want to be seen everywhere you can.

If your company is willing to invest the time, money and resources it takes to create a digital playground where customers can go to discover your products and services, it’s worth adapting that investment to display correctly on all relevant devices.

According to a recent study by the research firm IDC, there were over 1 billion smartphones sold worldwide in 2013, and according to Gartner, over 195 million tablets were sold the same year. With that many mobile internet users in world, it is important that your website is equipped to adapt to those users’ mobile screens.

So what’s the takeaway? To stay current and relevant in the digital space, it is important to consider responsively designed websites. Responsive sites are quickly becoming the industry’s standard because of their ability to adapt to changing technologies, and bonus: they have all sorts of residual business benefits.

Have additional thoughts about responsive design? We’d love to hear them!

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Getting More Leads and Sales from Your Company Website

As I have shared previously, having a business website that caters to desktop, tablet and smartphone users (responsive design) is crucial as Google is giving more weight to sites that offer a great experience to all of its visitors. So, let’s say you’ve invested in your company website to do just that – what’s the next step?

More Traffic

Obviously, you want people to find your website and pay it a visit. You do this by having a good SEO/content strategy in place; and you can also bring more traffic to the website through paid advertising, social media posting and email marketing.

So let’s say you have good traffic coming to your site. What are you doing with it? Is your website generating leads? Is it creating sales for your company? If not, then you need to look at what’s called “conversion optimization.” ‘Conversions,’ for the purpose of this article, is a fancy word meaning leads and sales – how someone makes contact with your business. If you have traffic, but you are not receiving leads or sales, then there is a disconnect somewhere – and you need to find it.

Leads and Sales

There are three primary ways to generate leads from your website: phone calls, form submissions, and live chat. Phone numbers should be prominently placed and easy to find by site visitors. Forms should be simple and quick to fill out so users can send you contact you. And chat is icing on the cake – a simple way to get instant gratification if you are a website visitor with questions. We have found that people like to reach out to our clients in different ways, meaning each person has their preference. Why not cater to all three?

Let’s say you have an e-commerce website; you don’t want leads, you want sales. Make the experience smart, easy and intuitive. Does your current e-commerce website offer features such as the ability to order from the product listing page? Can I set-up an account and save my past orders? Is the checkout process simple and painless? Can I get free shipping or a discount on larger orders? Are you offering as many products as possible to potentially expand order size? Does your e-commerce website convey the feeling of trust by offering a way to contact your company, a return policy, testimonials, product reviews, etc.? And do you offer live chat to help buyers overcome any ordering challenges or questions?

Conclusion

Challenge yourself to objectively review your website. Determine whether or not you need help with traffic or conversions; then, take the necessary steps to improve its performance. You may be able to make some changes on your own or you may need some help from a web development/web marketing company. Whatever the case, DO something. The internet is not going away, and I can almost guarantee your competitors will be looking at this, too. Why not beat them to the punch?

What is the SSL Effect on SEO?

In August, Google announced that having a HTTPS site will help your site’s SEO. Further information revealed that this new SSL ranking signal would be slightly less significant compared to quality content. In response to this announcement, Raven Tools co-founder Jon Henshaw has encouraged internet marketers to test this switch before jumping into a fully HTTPS site.

Making the transition from HTTP to HTTPS is not as simple as adding an extra letter to the URL. It requires adding a SSL (Secure Sockets Layer), which is generally found on e-commerce sites or others that offer secure transaction pages. Switching a site to HTTPS has some heavy SEO obstacles.

Henshaw gives nine steps to follow in transitioning a WordPress site to HTTPS. Outside of the difficulty of obtaining private keys and certificates, there are a number of other obstacles to hurdle over in maintaining SEO. It’s important to first understand that HTTP sites and an HTTPS sites are considered to be different sites, not extensions of one another. Next is the need to redirect traffic from the old HTTP site to the new HTTPS site. Enter the wonderful process of de-indexing. The old HTTP pages will need to be removed, which luckily, Google will do once your new redirects are set up. This will take care of the regular HTTP, or non-secure, pages.

One last tip from Henshaw is that he doesn’t recommend switching to an HTTPS site if your site is performing well and bringing in a large volume of conversions. This secure site SEO factor is another best practice to be added to a lengthy list that online marketers need to address, or at the very least be aware of.

What does this mean for your site?

Don’t panic if your site is not entirely HTTPS. As with many other changes to SEO best practices, which change constantly, you won’t want to jump straight on the wagon. Take some time to evaluate the process involved in switching from a site in HTTP to HTTPS. Make sure any kinks are worked out of the process if you decide to switch. Have a plan of action (see above steps from Jon Henshaw). How intensive will it be for your site? If your website is new, you may want to go ahead and start the transition as this change would be easier to make, and you won’t have to make the change once your site is established in organic Google searches.

I agree with Henshaw when he makes a point about successful sites with high traffic and goal completions not needing to make an immediate switch. Though being proactive is not a bad thing:

  • Are you creating a new signup feature? Make sure it is secure.
  • Are all of your e-commerce transaction pages already HTTPS? If not, that’s a change you need to make.

How does SSL effect SEO?Security needs for your site are directly related to how much information you are collecting. If the main goal of your site is only to push content, you have much less of a need for security additions; however, if you are collecting a range of personal information or credit card info, you absolutely need secure pages.

Be sure to watch your website’s statistics in the coming months. Is there suddenly a sustained loss in organic traffic? Have you noticed a dip in overall site performance? If you are having these issues, it would be worth evaluating the switch to HTTPS.

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