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Archive for 12:42 am

Social Strategy: Exploring the Top Social Media Sites You Need to Manage

March, 2015 · By Deborah Fiorentino

With over half of the adult population now connected to a social media network, it’s impossible to overstate the importance of the social web for digital marketing purposes. Many entrepreneurs and small business owners struggle to juggle the responsibilities on their plate, however, and social marketing often falls to the very bottom of a long to-do list. If you can’t commit to spending endless hours working on your social marketing campaign, don’t despair. Instead, learn to maximize your efforts by identifying the networks that will best serve your business.

Tackling the Large Networks: Facebook and Twitter

Much of the attention surrounding social media focuses on Facebook and Twitter, and with good reason. According to the Pew Research Center, 71% of all online adults have an active Facebook profile. Twitter has a smaller user base, but its attracts a more diverse crowd of social influencers. Both platforms can generate real results for a grassroots marketing campaign, and with so many users already connected to these networks, it makes logical sense to join the crowd. As the old adage goes, meet your customers where they’re at—in the digital age, they’re on Twitter and Facebook!


Joining Niche Social Networks: Demographics are Key

Defining your target audience falls under the auspices of Marketing 101, but many business owners forget to consider the demographics of social media users. For example, 90% of Instagram’s 150 million users are under the age of 35. Technology groups, apparel designers, and entertainment brands achieve great results on this network, but you’ll have lackluster results if trying to connect with a middle-aged consumer.

The demographics of the average social user can reveal a great deal about a particular platform’s potential for your marketing strategy. Spend some time getting familiar with networks like Google+, Pinterest, and YouTube before you commit to maintaining a new profile. If your target audience isn’t already using these platforms, it doesn’t make sense to expend your energy here.

Identifying Important Industry Leaders

Social proof can make or break your business, which is why it’s essential to develop a proactive strategy for dealing with online customer feedback. 85% of consumers report using online reviews for local businesses to make purchasing decisions. The power of Yelp, Travelocity, and other sites that feature user-generated reviews is undeniable, particularly for businesses in the service industry. An active presence on these networks simply isn’t negotiable. Don’t just join these networks, but respond to feedback publicly. This approach helps build your credibility and increase your brand’s clout.

Once you have established where to direct your energy, develop a consistent management strategy to reap the rewards of your social media marketing efforts. Continually updating your profiles, sharing valuable content, and engaging your followers in meaningful conversations all help propel your business forward. Choose to make contributions to social media a regular part of your day-to-day business operations, and you’re bound to see impressive results.

Is it Time for a Website Redesign?

March, 2015 · By Deborah Fiorentino

Establishing a presence on the Internet serves a number of important purposes, but the simple existence of a web destination won’t sufficiently benefit a business’ bottom line. Many companies neglect the ongoing maintenance of their websites, in turn alienating would-be customers. According to statistics from the Stanford Persuasive Tech Lab, nearly half of all surveyed consumers find a website’s design to be the biggest indicator of a company’s credibility. If your website hasn’t been redesigned in some time, use the following keys to evaluate how a visual overhaul could benefit your business.

Examining User Experience

Web users are notoriously fickle, with countless distractions working to divert their attention when browsing the web. From pop-up advertisements to social media notifications, today’s webmasters have to cut through the noise with clean, modern sites that reflect the identify of their brand. Unfortunately, many older websites struggle to respond to user requests, with outdated navigation bars and poorly-optimized graphics making it difficult for visitors to browse through the site’s pages. These factors contribute to an undesirable overall experience, in turn negatively impacting the consumer’s perception of the company.

Catering to a Mobile Customer

It’s difficult to overstate the importance of mobile web design, with a whopping 80% of all web users turning to their smartphone to browse the web. The digital landscape has changed enormously in a short time, as just five years ago most websites weren’t optimized for the mobile consumer. Today, visitors simply expect responsive design, where sites change to fit the size of the reader’s screen. In fact, 48% of consumers reportedly believe a poor mobile experience indicates a business “does not care.”

Further complicating matters, Google recently changed its search algorithm to prioritize responsive sites over websites that aren’t optimized for mobile devices. This massive change has a huge impact on site ranking. A site designed just a few short years ago is already out of date, as far as the search behemoth is concerned. Google also reports that 50% of visitors who land on a small business site visit the company’s physical location that very day, further underlining the importance of a great site for restaurateurs and other local service providers.

Turning Visitors into Customers

The Internet once represented a niche sector of the marketing industry, but today it serves as one of the most important tools available to small business owners. As the industry has shifted, marketers have developed savvy strategies for better reaching web consumers. A well-designed site uses a thoughtful layout, catchy copy, and effective calls-to-action to capture a reader’s interest—sites that haven’t been updated in some time simply can’t compete.

Investing in a web design overhaul makes financial sense for companies in every sector, thanks to the undeniable benefits a great website provides. When optimized for modern browsers and devices, a company site can generate more sales, build clout, and contribute to customer loyalty. Best of all, an effective website acts as a company’s best salesperson, working around the clock without stopping.