May 24, 2016
Gone are the days when a consumer would sit down at a desktop, indulge in a lengthy research session, and […]
Gone are the days when a consumer would sit down at a desktop, indulge in a lengthy research session, and then make a buying decision. Today, consumers are on their mobile devices throughout the day – as many as 177 times per day, in fact – researching, going, doing and buying in small chunks as the need arises. Google calls these “consumer micro-moments” and it’s vital that you’re in front of your customers in these precise moments.
Consider this, 87% of Millennials have their smartphone by their side day and night. It is the first place they turn to when they want to know something, want to do something, want to go somewhere, or want to buy something.
Is your brand showing up in mobile searches at all of these touch points throughout the sales cycle? If not, you have a tremendous opportunity to shake up your mobile marketing strategy to win consumer micro moments.
When a consumer performs a mobile search, they want the best information as quickly as possible. They’re usually not searching for a specific brand – in fact, 90% of users aren’t sure what brand they want to buy from, and 1 in 3 end up buying from a different brand than they originally intended.
To find out how much your brand is showing up in mobile search results, have your web design agency prepare a “share of intent” metric for you. This will tell you what percentage of times your brand shows up in search results for searches relevant to your product or service. Obviously, the higher the number, the better. If you discover gaps, increase your ad coverage for those searches and you will begin showing up in key consumer micro moments.
What exactly are those moments?
This is when a consumer is at the research stage. They are curious about something and want quick, useful information. “Useful” being the operative word here. This is not the time for a hard sell, nor is it the time to sneakily direct the user to an unrelated page. Provide helpful, relevant, timely information and the consumer will ultimately reward you with brand loyalty.
This is when a consumer wants to physically go somewhere. An example of this type of micro moment is “near me” mobile searches, which have doubled in just the past year. 61% of consumers say they’re more likely to buy from brands that use location services to customize a user’s search to their location – for example, listing nearby stores with a search for product in stock.
This is when a consumer wants to know how to do something. These are classic “how to” searches and can encompass everything from replacing a toilet to mastering the latest eyeliner trend. It should come as no surprise that video content reigns supreme in these micro moments – in fact, almost half of smartphone users say they are more likely to buy from brands that provide instructional video content on their mobile site or app.
The king of all micro moments, this is when a consumer is ready to make a purchase. Hopefully the consumer has already engaged favorably with your brand at some point in their sales journey. The only thing left to do is make the buying process fast and easy – whether the user wants to buy online, via your mobile site, app, or physical store.
The best mobile marketing strategy in the world will fall flat if your mobile site or app doesn’t perform well. While many factors play into speed and functionality, you basically have less than 3 seconds for your site to load before a user leaves. Likewise, once they get to your site, the information they need should be easily found with minimal clicks and data entry.
A successful brand is one who researches their consumers’ potential micro moments and optimizes their mobile marketing strategy to ensure they are showing up and providing the needed information at precisely the right time. If you want to win consumer micro moments, contact Design & Promote, a Chicago web design agency specializing in internet marketing strategies designed to get brands noticed.
All statistics: Being There in Micro-Moments, Especially on Mobile – Think with Google. (n.d.). Retrieved from https://www.thinkwithgoogle.com/articles/being-there-micromoments-especially-mobile.html
Most blog structures are flat or horizontal in nature. They lack organization (even if each new post is associated as a “category”), and the more you blog, the more cluttered it becomes, and the more disjointed it feels as readers are jolted from one topic to the next.
If this isn’t what you want your readers experiencing, creating a silo structure for blogs is the solution.
In the simplest terms, a silo blog structure allows you to categorize your content in a common-sense way for both readers and search engines. It makes internal linking easy and logical and allows readers to “drill down” to more in-depth information within a topic.
Take a look at the example below. There are two silo pages (Superfoods and Healthy Fats), and below each are some main category pages (types of superfoods and types of healthy fats). Below that we expanded just the healthy fats silo for the sake of space and to drill down to examples of foods that contain the different types of fats. Next we talk about the health benefits of the foods. Finally, we attempt to answer specific questions readers might have and provide useful tips and recipe collections.
Logically, the blog silo structure makes sense, but many companies seize up at the thought of implementing it. While it’s ideal to create a silo structure for blogs during the planning phase, which requires longtail keyword research to identify what type of content your readers are looking for, it is possible to reorganize your existing blog based on the topics you have already covered. The upside to reorganizing an existing blog is that by creating a hierarchy type chart like the one above, it will help you fill in the gaps and identify topics that would fit above, below or beside your existing content.
Once you have your silos, categories, topics and subtopics in place, internal linking becomes a breeze as you find yourself naturally linking to posts up and down within the silo. Just remember to go back to old content and link it to new posts where applicable.
For navigation, efficient silo structures use a sidebar navigation that expands as the reader drills down from a main category to more specific topics and subtopics. This provides laser-focused results for the user looking for “health benefits of coconut oil”, versus returning all of the posts you’ve ever written and categorized under “healthy fats.”
Search engines will see the same thing and reward you with higher rankings for having a topically relevant blog with comprehensive coverage on the queries within a topic. This means when someone searches for the “health benefits of coconut oil,” your post will be in the top results.
If you’re thinking about adding a blog to your site, or you want to reorganize your existing blog, Design & Promote can help. We create silo structures for blogs that get noticed – by readers and search engines! Contact us today to learn more about our web design and development services.
It’s no secret that a great website will turn website visitors into paying customers. It’s part art, part science and a whole lot of work. Your landing pages play an important role in conversions by first attracting, then drawing in your audience, and finally prompting them to take action.
In this post we’ll break down a landing page into its component parts so you can see where to focus your attention and create the perfect landing page.
The 10 Key Features Of A Landing Page
Great landing pages combine content with design to create an engaging user experience; everything from color and graphics placement to headlines and copy work together to deliver this experience. Here are 10 key features of effective landing pages:
Our SEO Services In Chicago Can Help Improve Your Conversions
Contact Design & Promote for help designing or improving your landing pages. Our SEO services in Chicago can improve the visibility and functionality of your website. We can redesign your site to be more attractive, rewrite it to be more compelling, or add backlinks to promote your landing pages.
Wouldn’t it be nice if you had a marketing task checklist? Mindlessly scrolling through marketing articles on Facebook about things you can’t really take action on is pretty stressful. And how do you even begin to sort through the good tips and bad tips? As a leading resource for Internet marketing in Chicago, our team at Design & Promote decided to put together a of the most relevant marketing tips that are easy for you to start implementing today. When we work with clients, we don’t like to just hand over finalized strategies and solutions to; instead, we like to educate our clients to help them understand the most effective and useful online marketing resources available.
So for you, our reader, we’d like to make your job a little easier by lining out things you can do to actually help your business standout online. These 50 effective marketing strategies are broken down into 5 key categories, which we feel will help businesses create a rock solid brand and marketing plan.
Remember: Knowledge is only good if you use it. We hope you’ll pick a few of these tips and put them into practice. Did you find this list helpful? Share it with a friend to help them create their own rock solid marketing strategy! Contact Design and Promote for help crafting and refining your online presence.
Mobile devices help us function. From a sales perspective, they are driving traffic to websites and businesses of all kinds. That means content marketing strategies need to be updated to include mobile devices. You need to make sure your marketing content is accessible to them.
The biggest thing to remember about mobile content marketing is that mobile users are visual users. They want to quickly find relevant information and see it. They do not have time to read through a site to find what they are seeking. Small screens and time constraints make it difficult to scroll to find information. With this in mind, mobile content should be highly visual. Use lots of images, videos, virtual tours and photos. Consider hyperlinking an image instead of hyperlinking text.
Along the same line as hyperlinking an image, you also need to make your site touch-friendly. You shouldn’t have tightly spaced links, because it’s harder to hit links with your finger, than with a cursor. This means links that are placed too close together can be difficult to select, which only frustrates users and drives them away. Follow the guidelines provided by mobile platforms to size your images and touch targets properly for mobile devices.
1. Keep It Local. Mobile devices are used everywhere; they’re used at home, work, school, and on the road. People use their mobile devises as a quick and easy way to find local information. Use this knowledge to your benefit and make sure local users can find your content. A good way to do this is to start using Google Trends. This will help you discover exactly what and how users are searching, right down to the wording used in the search. Once you are armed with the right terminology, you can include it in your content and attract a geo-specific audience.
2. Make It Available. Mobile content must be accessible and responsive 24/7. If it isn’t, the user will leave the site very quickly to find content that is accessible to them. Content should be available for every mobile platform and device. It should also be consistent across platforms. Your website should be just as accessible on mobile devices, as it is from a tablet and vice versa. And most importantly, all content should be available 24/7. Consider updating your website with a responsive design that scales itself to a viewer’s device.
3. Add Videos. More than any other activity, people watch videos on their mobile devices the most. So, it only makes sense to add videos to your content, if you want to capture a mobile audience. Mobile users have short attention spans, so keep the videos short and sweet. Venture beyond YouTube, use Vine and Instagram to provide short and sweet video content.
4. Make It Easy. Mobile users are on-the-go. Make it easy for them to share your content with friends, family and co-workers from anywhere. Add share buttons, embed links, and use plugins to encourage sharing. Sharing boosts your web traffic, which also boosts your online visibility.
5. Learn To Love Hashtags. You’ll need to learn how to use hashtags, if you want to dominate mobile content marketing. These tags help viewers find and share your content across platforms.
Mobile content marketing presents tremendous opportunity and, as a result, is becoming a critical part of SEO and online marketing strategies. The visual value of Google+, Yelp, Facebook, Instagram, and Pinterest is too large to ignore, particularly in light of how mobile users consume data.
Opportunity is knocking. If you want to tap into this ever-growing audience, contact Design & Promote for advice and ideas about improving your mobile content.
Lots of people are talking about all the new forms of marketing a company can pursue. It’s true, certain traditional marketing has been around for a long time and is still used today, but with the Internet now playing such a huge role in any company’s success, people are coming out with more and more ways to market their products or services. The more we thought about all the different varieties of marketing, the more we realized there are so many different ways to promote something. Here’s a list of marketing terms that we hope you find useful:
Internet marketing is any marketing strategy that takes place online. Also referred to as online marketing, it encompasses a variety of marketing forms like video advertisements, search engine marketing and e-mail marketing. It is the opposite of offline marketing, and can also fall under digital marketing. Internet marketing needs a good approach in areas of design, development and advertising. A company with a total web site marketing plan will have more success online than one that has just designed a web site without thinking of how to market their company through it.
Offline marketing, the opposite of online marketing, includes all forms of marketing that aren’t done on the Internet. Examples of offline marketing are local advertising in newspapers and on television. In today’s marketing world, companies are finding ways to leverage their offline marketing campaigns with their online ones, making them complement each other.
When you think of marketing, the different forms you come up with are mostly outbound marketing (also called traditional marketing). In fact, the majority of companies today are using different types of outbound marketing to reach their potential customers. Outbound marketing includes any marketing efforts that are taken to introduce a product or service to someone who isn’t looking for that product or service. Some examples are cold calling, sending newsletters, billboards, and banner ads on different web sites.
Inbound marketing focuses on having your company found by customers, as opposed to reaching out to them directly like in outbound marketing. The important thing to remember here is that a person starts out with the want/need to purchase a product or service, and they go out to find it. When they search for that product/service on a search engine, the search engine results page will show inbound marketing results. Instead of using paid advertisements, inbound marketing is the search engine optimization (SEO) part of web marketing.
Newsletter marketing and email marketing refer to ways of promoting your company through emails. Typically, a firm using newsletter marketing will have a group of contacts that they will send a newsletter containing some interesting information to. The success of newsletter marketing depends on grabbing attention, writing good content and reaching a large number of potential clients.
Businesses will often write articles related to the industry they are in and distribute them online and offline. These free articles will inform people about an important topic and give the company that wrote it more credibility within the market. The organization can also include their business contact information in the article, allowing them to get new clients.
Trade Show Marketing
Companies that want to reach a large number of potential customers can participate in public or private trade shows. Trade shows and other forms of event marketing are often a large investment to participate in, but trade shows allow companies to demonstrate new products and examine what is going on in the industry.
Search engine marketing (SEM) is the way in which companies promote their business through paid placement on search engines like Google. Instead of increasing the organic search results that a website has, companies will pay to have their advertisements in the sponsored section of search engines. This is also known as Pay Per Click Advertising or PPC
Direct marketing’s main goal is to send a message directly to consumers, without having to use any third party outlets. Examples of direct marketing include mail marketing, telemarketing and direct selling. Direct marketing is often preferable because the results can be easily measured, giving the marketer a better understanding of the success of that campaign.
When a product or service is not being readily supplied to a certain portion of a market, a company can focus their efforts on that niche to address a need that isn’t currently being addressed. This targeted marketing is successful because the marketer has identified a need that isn’t being resolved by mainstream providers. Sometimes it is beneficial for a company to focus on a niche instead of trying to compete in a larger market.
Drip marketing is the act of sending out scheduled targeted emails that are all coordinated to a specific goal of client conversion. The sender uses email marketing software that allows them to setup multiple emails at one time and let them “drip” over time. This sometimes includes phone calls to check in on the clients along the way.
Social Media Marketing
Social network marketing and social media campaigns provide a window to market a product or service on the Internet through different social networks. Companies can use these outlets for their marketing, customer service and sales. The most common and successful means of social media marketing are found on sites like Facebook, Twitter, LinkedIn, YouTube and even company blogs.
One of the less strategic types of marketing, referral marketing relies on a company’s customers to refer new customers to that company. Also called word of mouth marketing, this is a more spontaneous way of receiving new business, and can not be solely relied on because results aren’t very predictable. However, word of mouth is still a powerful part of a company’s efforts to bring in new business, especially in the social media community where communication travels freely.
With a smaller budget, guerrilla marketing makes a splash by relying on energy, timing and unusual approaches to get the consumer’s attention. The unconventional marketing involved tries to get the most out something small, and make a lasting brand image in the consumer’s mind.
Promotional marketing is a common form of marketing strategy that companies use to motivate a consumer to make a decision and purchase their product. There are a number of ways that businesses will promote a product or service, including holding contests to win a prize, offering coupons for purchasing a product at a discount, and having samples of the product so people can experience it before they purchase.
Affiliate marketing most likely involves four different groups that contribute to the marketing effort. The Merchant is the company that is producing and selling the product, the Network is the outlet that is used to promote the affiliate link, the Publisher or Affiliate is the person who has the website with the affiliate ad and of course the customer doing the purchasing. Affiliate links are found on all types of websites, and they are used to drive traffic to outside websites.
This type of marketing relies on the message of a marketer being spread quickly through various social networks in order to increase brand awareness. The name viral marketing stems from the rapid spread of viruses in general. Typically, a viral marketing campaign will not last as long as other marketing efforts, but if a company can come up with a good idea for viral marketing and reach the right people, it will become highly successful in a short amount of time.
Any type of business, whether an organization, individual, government or other institution that markets to other businesses is involved in business to business marketing. Since B2B marketing involves companies trying to sell mass quantities of product to one another, there is a more personal relationship that needs to be established between businesses. If your company sells to other businesses, your marketing efforts will most likely be more direct.
Business to consumer marketing campaigns try to reach a category of people that will be likely to purchase their product or service. The marketing efforts the company takes should be more broad than B2B, which focuses on specific companies. B2C marketing can involve different marketing techniques such as door to door marketing, promotion marketing, newspaper marketing, television marketing and radio marketing. In today’s marketing world, B2C Internet marketing is becoming more important to reach consumers.
Along with Internet marketing, mobile marketing is part of the newest groups of marketing activities. Companies have been experimenting with the certain ways to reach consumers through their phones, especially with the rise of Apple’s iphone. Some ways to marketing a product or service through a mobile phone include SMS marketing, in-game marketing, banner marketing on different web pages and location based marketing.
This form of marketing is similar to inbound marketing. The goal of reverse marketing is to market a product in a way that will cause the consumer to seek the firm doing the marketing. Reverse marketing can be conducted through such means as television, print and Internet marketing. If a company has a product that solves a problem in the market, they will have more success using reverse marketing because they will seek out that product.
A form of direct marketing, telemarketing’s focus is on reaching consumers by phone. Most of what we thing of as telemarketing is cold call marketing, which is unpopular and has lead to laws being created against it. However, telemarketing can be effective if the right person is reached on the phone at the right time.
Direct Mail Marketing
Most people receive large quantities of marketing material in the mail, which is considered direct mail marketing. Companies will send paper mail with promotions or other information to a list of addresses, usually in a common geographical area. This form of marketing is also called junk mail by some, because the customers receiving the mail aren’t expecting it and usually don’t want to open it.
Database marketing is similar to other types of direct marketing, but the focus is more directed towards analyzing data. Companies try to narrow their marketing efforts down to certain groups of people, and they use database marketing to analyze statistics like name, address, or sales history, in order to create the most accurate model possible.
The goal of personalized marketing is to create a unique offer for each individual customer. This form of marketing doesn’t work for every company, but certain ones can capitalize on their unique products and customer demographics to market to individuals. With the Internet becoming a more popular place for marketing, companies are finding that personalized marketing is affective in cases when they can track a customer’s specific interests and send them more information for future suggestions.
This list should give you a good idea of different ways companies can market themselves to consumers or other companies, but there are still more types of marketing out there. If you think of any, let us know and we’ll add it to the list.
Depending on your company and the industry you are in, you will definitely choose different kinds of marketing that will produce the best results for you. No matter which type of marketing you want to use for your company, Design & Promote can help you research and implement a marketing campaign that will allow your company to win the consumer’s attention and hold the search engine results. Contact us today to explore more ways Design & Promote can help market your company.
May 24, 2016
Gone are the days when a consumer would sit down at a desktop, indulge in a lengthy research session, and […]
May 24, 2016
Most blog structures are flat or horizontal in nature. They lack organization (even if each new post is associated as […]
Mar 28, 2016
It’s no secret that a great website will turn website visitors into paying customers. It’s part art, part science and […]
Oct 05, 2015
Wouldn’t it be nice if you had a marketing task checklist? Mindlessly scrolling through marketing articles on Facebook about things […]
May 27, 2015
Mobile devices help us function. From a sales perspective, they are driving traffic to websites and businesses of all kinds. […]