Category Archives: Marketing
A while back KISSMetrics in their infographic set that time period as the benchmark average amount of time a website visitor spends on a site. In short a business needs to develop site elements tailored to short visit online. Doing so can improve conversions and crate your website as a working asset for your business.
Here are a few simple tips that can be incorporated into any site with a minimal cost impact to a digital budget.
- Label pages so that closely match the content on page. This optimizes the page for search engines, becoming a natural draw for some search queries, and positions the page as a quick answer to that query.
- Try to maintain a short page with most information above the fold – anything that requires a lengthy scroll beyond two pages is too long (Note: although some businesses like iHOP and Chevrolet have a long scrolling site page, they’ve used large images and have product details that lend naturally for this arrangement).
- Consider image carousels of true services that reflect your business instead of a grid of stock pictures. A rotating set of images may better attract attention. If you can’t decide which pictures are great for the site, consider a simple A-B test comparing two set of images.
- Organize images to be shared on Facebook and Pinterest or in a blog like WordPress. Select ones which are small in file size for easy in sharing. For example, WordPress.org blogs can not upload files larger than 2MB. You can use a site like Pixlr or Photoshop to resize photos accordingly.
- Gather customers accolades at least every quarter. If your design allows for a recommendation or two on a page, do so. Make sure the recommendations describe what was accomplished, not just a general atta’boy when possible.
One last tip: Avoid feeding your web design or design staff singular changes at a time. One changes which requires modification to a code can easily escalate. Changes can require many coding changes, so making singular request can complicate implementation, lead to error, and add unnecessary cost for a website development. Instead group tasks together, to make implementation easier.
Mobile marketing has grown in significance, as the number of mobile devices sold in the US has increased. This is only the tip of the iceberg for global mobile device sales and the consumer culture that has developed. Research mobile marketing in other countries, such as in South Africa, Kenya, South Korea, and the UK, and you’ll see deeper penetration rates than that in the US, and unique marketing campaigns that have sprung up as a result. For an example, see this repost of my Digital Canvas Retail article on Coke and South Korea.
For a few tips for your small business, consider the following:
- Develop a persona of a mobile /tablet user based on motivations. Imagine what actions with a mobile phone are associated with that persona. Such brainstorming can reveal what kind of content should appear on the mobile site.
- Refine the mobile persona based on motivations related to geography, keyword, or technographic trends.
- The result of the brainstorming is creating mobile content tailored to your audience. Analytics tags and reporting can be set to filter according to these segments.
- If choosing to develop an app, develop a mobile website first. The website will help acclimate customers to your mobile presence and pave a way for the acceptance of an app. Also, keep in mind - Apps are discovered within an app “store” or where it is sold, so apps rely on a different search strategy than that of the internet. Thus research how an app is deployed and marketed within a store for app -specific keywords, and incorporates link strategies centered on the app stores rather than your site.
- For a mobile site, use a subdirectory domain.com/mobile. Buy an permanently redirect .mobi to that subfolder. Doing so will indicate a strong association when visitors are searching for your firm. Consider using canonical tags to make sure a mobile page is associated with a main url. An example of a canonical link: <link rel=”canonical” href=”http://www.domain.com/canonicalurl.html” >
- Use enhanced campaigns with Google Adwords or Bing to increase ad exposure to mobile devices. Enhanced campaigns permit users to adjust the percentage of appearances on mobile, tablet, and desktop devices. Use Keyword Tools in the paid search managers to review mobile search patterns and plan campaigns/ad groups accordingly.
Starting a paid search campaign can introduce a number of steps to get a marketing message in front of an audience. One important aspect is understanding the bidding process – maintaining a reasonable cost per click means appreciating the bid being set. This infographic from Wordstream explains the bidding process for Google Adwords. See how this enhances your strategy for a winning paid search campaign.