A Good Website Is the First Step of Your Online Campaign

Although this sounds painfully obvious, many people still make grave website mistakes that can hinder the success of even the most aggressive online marketing strategy. We often talk about the importance of social media, email marketing, and SEO, but none of these techniques can help you if you haven’t taken the effort to build a top-quality website.

I recently read an article on MemeBurn about how the state of your website impacts your online marketing efforts. The article states that “your home page is the glue that holds your e-marketing strategies together.” This is precisely true. No matter how visitors get to your website, the first thing they see is your home page. You might argue about the creation of specific landing pages for your marketing channels. But a real customer would always take the time and effort to pay a visit to your home page before they make a purchase. A skillfully designed home page, with all the right information, can be a powerful form of marketing on its own.

Imagine creating a winning social media campaign that brings thousands of new visitors to your website. This should mean big sales, right? Not always: Many websites with great social media campaigns have a very low click-to-sales ratio. The reasons are many and widely varied. For instance, pop-up windows, welcome screens, lurid or dated designs, and auto play video can drive your hard-earned visitors away in seconds. Sure, quality web designers are expensive, and it’s tempting to try and create your own website to keep costs at a minimum. However, unless you are a designer or developer, it’s best to leave the task to the professionals as they are aware of the subtle art of presenting your information in a creative and concise manner.

According to an article on Clickz, you also need to make sure that your customers are able to make fast and easy purchases on your website. Easy navigation is something that is very important to making sales. The last thing the average internet user wants to do is to spend precious minutes clicking on a dozen different links just to access the “buy now” button. A user wouldn’t think twice about clicking away in search of someone else because competition is high. The same article states the importance of having a mobile, or responsive, website. I agree wholeheartedly. With mobile users making up a significant portion of online searches, your website needs to be visible to them. A user is highly unlikely to linger around a website that’s not visible on their device.

Online marketing starts with your website. If you’re guilty of not offering easy navigation, fast loading pages, and browser-crashing graphics, it’s high time you consider a revamp f you want to stay ahead of the competition.

Need more help? Check out these resources:

  1. Important Ways Your Website Impacts Your Online Marketing Efforts
  2. Strategies to Keep Your Website Relevant to Google
  3. 6 Best Practices for a Great B2B Website

 

 

5 Great Resources for Content Marketing

In today’s world, it’s all too easy for consumers to fast forward the commercials on TV, ignore print ads, and tune out online banners. That's why it's so important to have a good content marketing strategy.  Through content marketing, the consumer gets reliable, interesting information and the business has the ability to promote their brand as a win-win for everyone. Here's some things to keep in mind as you create your content marketing strategy.

Analytics

When you create a content marketing campaign, you create specific links and sites that you can monitor with analytics tools. These tools will allow you to monitor your traffic, comments, and hits for your content. This will show you detailed information about your audience—where they are located, how they are reaching your content, what links they click on, and how long they stay on your page. This kind of information is invaluable to businesses. It will help you figure out what kind of content is a hit with your audience and what content is being largely ignored. With this information, you can tweak your marketing campaign so it will be more successful; you can cut out the junk and focus on what really draws visitors. Check out this website for more on using analytics tools in your content marketing campaign.

Personalization

Content marketing doesn't just allow you to advertise your brand; it enables you to tell your brand’s personal story. It’s important to consider what that story is before starting your content marketing campaign. The story should be consistent with your business’s history and mission statement. Sharing your brand's personal story with readers should attract individuals with the same ideals and outlooks. While you shouldn't push your beliefs on your audience, it is important to make them known and reference them in your site’s content. Your personal story will make you stand out from all the other brands and companies in your field, and it is what will make you memorable. 

Cross-Channel Reach

Content marketing isn’t just limited to one website, one television channel, or one magazine page. With this type of marketing, you can dip your toe in many different marketing pools. When you create content for your brand, you can use and share this content in a variety of different areas, including on your own website, social media sites, and more. This vast reach will lead to more traffic and better recognition. You can also reach more people and gain the attention of a wider audience. Your company should consider promoting content on a variety of different sites, including:

  • Your own personal website
  • Facebook
  • Twitter
  • Pinterest
  •  LinkedIn
  •  Google+

This infographic shows even more ways you can share your brand’s content across the Internet to garner more traffic and gain brand recognition.

Influencer Content

With content marketing, you can gain more attention when a celebrity or other icon endorses your brand. Today, social media makes it easier to reach these individuals online, such as through Twitter. By using a highly recognized figure in your content marketing, you can guarantee your content will get more shares and, therefore, more traffic. The best way to use influencer content is to stay up-to-date on current trends. For example, if there is a major sporting event happening, include this in your content. Try to get the most popular current celebrities to endorse your brand. This site goes into more detail about influencer content and how it can boost your content marketing campaign.

Search Engine Results

Great content can lead to better search engine ranking through Google, Yahoo!, Bing and more. Being highly ranked in search engines is an important way to drive traffic to your site, and it will ensure more people become aware of your brand when searching for related topics. The key to being ranked highly is through quality, informative content, rather than through spam or pushy advertisements. Since great content marketing campaigns naturally include great content, this is an easy way to kill two birds with one stone. Creating content that promotes your business while also engaging the reader will, in turn, boost your search engine ranking without any extra effort on the part of your marketing team. Check out this article for more information on the correlation between search results and content marketing.

So the lesson is: Content marketing is the most effective way to engage your audience. In a sea of flashy banners and confusing commercials, quality content is the best way to hold potential consumers’ attention. If you need more proof of how effective content marketing can be, check out my Twitter feed, where you can find many more resources to help you create an excellent content marketing campaign.