A successful website attracts your ideal customers, provides content they value, and encourages them to get in touch with your business. Previously, we discussed the value of developing buyer personas to help you create content that speaks to all of the various segments of your audience. Today, we’ll look at meeting the evolving needs of your audience members as they move through the buying process.
An important step in planning your marketing is analyzing how potential customers are finding your business website. A common way many businesses are found online is through search engines like Google, Yahoo, and Bing. Have you ever wondered what kinds of words your potential customers are using to find you? You can find those key words with Google Analytics.
You may already know that creating a steady stream of content that your audience will value is an important part of search engine optimization (SEO). It’s one of the most important ways to increase your website’s visibility to potential customers and attract them to your website. A question you may ask well is, “How do I know what my audience will value?” Rather than thinking of your audience as a single entity, however, it’s more useful to develop buyer personas to guide your content choices.
As online marketers, we often confront this common misconception among business owners. “SEO” is a term that’s thrown around a lot and often used imprecisely. As a result, many mistake it as shorthand for “search engine rank.” To be sure, the goal of SEO (literally “search engine optimization”) is to increase your site’s visibility to search engines, and by extension, the site’s ranking in user searches; however, SEO, in itself, is a collection of tactics that signal search engines what a site contains. Strategically integrating these tactics into your online marketing efforts can result in significant increases in search engine rank for specific keyword searches. However, nothing guarantees that a particular site will attain a particular search engine ranking for any particular keyword. The effectiveness of SEO tactics depends heavily on the expertise of the person or agency implementing them as well as the activities of others on the web.
Is your website up to date? Maybe you’re not sure, but that’s okay! Our job is to make sure business websites (ours and our clients’) stay on the cutting edge so they continue to function efficiently and effectively year after year. More websites exist today than ever before, so if you’re not keeping up with the latest trends, you’re falling behind your competition. Now is the time to think about next year, so we’ve compiled a list of predicted web design trends for 2017!
Topics: Web Design
A good content marketing strategy should incorporate a variety of formats, including social media, blogging, and downloadable content offers, to enhance awareness of your brand, attract new and returning website visitors, and give them reason to become customers and even brand ambassadors. Including infographics in your selection of downloadable content gives your audience a simple, time-saving alternative to reading the valuable insight you have to offer them in text form.
If you’re blogging for your business as part of your inbound marketing and social media strategy, you may wonder what you should be blogging about. Incorporating keywords for which you hope to rank higher in Google searches is an important factor, but don’t forget to make your blog entries interesting! One way to encourage your contacts to actually read your blog is to write about things that are already trending in the news. But how do you do this while keeping focused on improving your SEO?
A multifaceted content marketing strategy that incorporates social media, blogging, and downloadable content offers empowers you to enhance awareness of your brand, attract potential customers to your website, engage their interest, and encourage them to become customers and even brand ambassaors. Taken together, this coordinted strategy is also known as “inbound marketing”—enticing potential customers to come to you rather than reaching out to broad audiences with traditional advertising.
Content is one of the most important aspects of any website. The inbound marketing methodology, which revolves around attracting customers to your site rather than using traditional advertising, places content front and center for your ideal customers. Valuable content is what search engines and the people who use them are looking for. It’s what drives visitors to your site and turns prospects into leads. Take a look at these five must-haves for creating stellar website content.