OUR BLOG - Page 140

Before You Tweet, Know Your Goals

You wouldn’t go through all the trouble of creating a new multi-channel ad campaign without figuring out your demographics first, so why would you put your company’s name on a Twitter account without a marketing strategy behind it? Social media networks like Twitter can be a great addition to your marketing efforts (anchor for link to Twitter Marketing Objective Article), but just like any other strategy, you need to map out your goals first. After all, just because the concept of companies entering into the social media sphere is relatively new doesn’t mean you can just dive in without any direction. On the one hand it is exciting because there are so many new possibilities, new ways to reach people, and new uses joining Twitter on a daily basis. On the other hand all that wide openness can make it difficult to focus your efforts or cause you to bite off more than you can chew. Twitter or any other social media marketing only works when you put in the time and energy to develop your company and brand with specific goals in mind – If you want to use Twitter to address customer service concerns you need to be Read more…

What Marketers are Tweeting About

JetBlue, Comcast, Starbucks, and others jump on the Twitter bandwagon Major brands including JetBlue, Starbucks, and even the NBA are all reaping the benefits of social networking through the phenomenon of Twitter. Individual users have been happily tweeting exponentially over the past few months, and marketers haven’t lagged too far behind in exploring the possibilities of Twitter for small and large companies alike. Through Twitter’s real-time, easy to follow structure (Twitter messages, or “tweets” only support up to 140 characters), and booming fan base, businesses can address customer questions instantly, provide news and product updates, or communicate sales promotions. And it seems like those are just the beginning of Twitter’s marketing potential. Customer Service and Brand Loyalty Communicating with customers is a major factor in brand loyalty, and companies are using Twitter to connect in exciting new ways. Brands like Odwalla, The Travel Channel, and Whole Foods use Twitter to instantly address customer service issues including questions about store locations, service complaints, and address comments or concerns. The personalized touch that results from a large company tweeting back to a customer quickly and addressing them by name fosters the type of closeness that creates brand loyalty. Twitter also creates an Read more…

Is Your Site’s Bounce Rate Through the Roof?

Paying attention to your bounce rates is a great way to discover just how effective your web pages are. If any given web page on your site is experiencing a high bounce rate (over 36%), then you need to take a serious look at both the content contained on that page as well as who going there and then quickly navigating away. Google Analytics has amazing support tools for websites that let you review exactly who is visiting your website, who is bouncing, what sites they are visiting from (through links, etc.), and which of those sources is leading to the most bounce results. It may be that a page linking to yours is promising people information they won’t find on your actual web page. Then it will be up to you to either change the content of that page or not. If a lot of people are using the link, it’s far better for you to tweak your content than to tell the other site to stop linking to you unless there has been a huge misunderstanding in the type of website that you are running. Studying your bounce rates can also clue you into user problems, such as Read more…

Content Plus SEO Equals Customer Satisfaction

Content and SEO Are Equally Important for High Ranking Search Results When it comes to maintaining a successful website there are basically two major rules: get customers to your website and get those customers to make a purchase. A recently published article on Mediapost.com discussed a Webinar on SEO (searach engine optimization) and conversion rates that spoke to the importance of balancing SEO strategies with quality web content to not only drive traffic, but complete the sale. With all the press in recent years about the importance of optimizing websites, Google rankings, and keywords, many companies began investing in search engine optimization, but neglected to boost their web content along with it. The Result Lots of increased traffic but lower sales figures. The Reason  Online consumers are looking for clear, easy to read content and a user-friendly website that’s easy to navigate. You can have all the traffic on the internet on your website but if the page is lacking quality content, your sales will reflect it. “A site that ranks well in search engines but can’t convert customers from browsers to buyers is just as bad as a site that provides a great user experience but search engines cannot Read more…

SEO Copywriting: Key Components that Boost Rankings

Goal of Search Engine Optimization The primary goal of SEO copywriting is to boost page rankings (and increase visitors to your site) while providing interesting content for your readers. The balance of these two goals is more difficult that some might imagine. One can not be done exclusive to the other – you may write boring content filled with keywords and experience an increase in page rankings. However, the ultimate purpose of a website may well be defeated if your reader visits your site due to its high placement in the rankings and finds nothing of interest once they are there. The objective of SEO copywriting for a business will be to convert visitors to customers or clients. It is critical that users not only find a site quickly due to its high page ranking on the search engines, but are motivated to take action and (eventually) purchase an advertised product or service. In addition to writing engaging content that appeals to readers and motivates them to take action, SEO copywriters focus on several key components to optimize content for their clients. Title Tag Meta Tag Keyword Density and Positioning Links The title tag appears at the top of the browser Read more…

“About Us” Web Page Tips

The About Us section of a Web site The importance of the About Us section is to build credibility with your visitors. It should provide readers with information about your organization and the people in the company. The following is a list of tips on Web site usability, specifying how to maximize the benefits you can reap from a well-designed About Us page. Jakob Nielsen explains: Include 4 levels of detail, including: tagline summaries; detail goals & accomplishments; and include fact sheets Link to your homepage in a clearly visible location

“About Us” on Web sites: Research Shows its Importance

The Study The importance of the About Us section of a website was the subject of a recent study by Jakob Nielsen, a Danish web usability consultant. The study compiled 48 websites from large, medium and small companies to determine how users find and interpret profile information. Websites from companies and organizations studied included: Bristol-Myers Squibb Pier 1 Imports ImmunoGen U.S. Housing and Urban Development (HUD) St. Jude’s Children’s Research Hospital Subjects in the study were asked to evaluate the organization and accomplish three tasks when they visited a site: Determine who runs the organization Find out what community or social programs the organization contributes Identify when the organization was founded Results Results from the study indicate an increase in the success rate of accomplishing the three tasks referenced above and also found: A 29% increase in the ability to find contact information A 9% decrease in finding out what the company or organization does A decrease from 5.2 to 4.6 for user satisfaction with About Us sections A successful About Us section of a site can be built around the foundational questions used in Nielsen’s study. WeDOwebContent can assist you in further developing this section and ensuring that visitors are Read more…