by fmadmin | May 14, 2020 | Digital
Being heavily involved in marketing and social media, there is one sentence I hear more than any other – “how do I build my following?”
Now, while I encourage people NOT to focus on the numbers, we do need to acknowledge the truth. The higher your following, the more attention you’ll receive.
There are many ways you can build your following (or as I prefer to call it – community) and ultimately gain traction, leading to an enhanced database and possible client generation. And the best part? You do not have to give out free cars like Oprah, or lure people with your magic pipe, as per the Pied Piper. It is actually incredibly simple when you break it down into 3 easy steps.
1: Know your platforms. There is nothing worse than seeing someone post the identical image and content across all forms of social media. It not only is visually displeasing; it shows your lack of knowledge. Know your audience on each platform, cater your content and imagery to that audience, and post at the relevant times. Yes, it may mean more work for you in the long run, but if an additional 15 minutes gains you an additional 15 followers (and potentially clients), then isn’t it worth it?
2: Have a strategy. Once you feel you are comfortable with your ‘social media knowledge’ you need to put that knowledge into place and form a strategy. Plan your content, source your imagery and have it all pre-scheduled and ready to go. This allows you to not only create an appealing aesthetic (particularly important on Instagram), but to ensure you are not posting in a hurry – which can leave posts seeming rushed and unprofessional.
3: Be active. This is probably the most important. Just like you need to exercise to increase fitness, you need to be an active member of your own community in order for it to grow. If you schedule 3 posts to Instagram for a week, but don’t actively comment, like and ENGAGE on the platform, then don’t expect your numbers to grow. The same goes for Facebook and LinkedIn.
Like posts from other businesses you admire.
Share blogs that you have found interesting.
Comment on a post if it has resonated with you.
They are all small, easy steps to take and I can guarantee you that if you come across as engaged with your online community, they will engage with you right back.
by fmadmin | May 12, 2020 | Digital, Training
It only takes 50 milliseconds for website visitors to form an opinion about your website (1). That’s 0.05 seconds for you to make an impression, and even if you do end up holding their attention, will they actually contact you?
While there are many website design mistakes that could be the cause of your website scaring off potential clients, in this article I’ve listed the top four that I see affecting service-based businesses every day.
Mistake #1: Bad Layout
If your website was designed over five years ago, then it’s time to refresh. Just like your business services must stay up-to-date and relevant, so should your website. Don’t let your Google listing lure you into false comfort – while your site may rank on the first page of Google, if you’re unable to keep visitors on your page and therefore contact your business – then it’s all for nothing.
You see, when visitors come to an outdated website or one that is difficult to navigate, most of them will click away as quickly as possible, and guess what? They will head straight to your competitors pages instead. A modern design is essential to standing out in the crowded web and for converting those visitors into actual clients.
How to fix it:
- Visitors tend to scan websites, so ensure you’re grabbing their attention with some clear headings, subheadings, images or videos.
- Do not bombard them with text. Limit it to 250 words max per message/section, but less is always best.
- Simplify your menus and check links. Your visitors should smoothly find their way towards the action you want them to take.
- Get a website refresh done by professional website designers and marketers – design and coding is not something you want to attempt yourself.
TIP: Mobile website viewing took over desktops back in 2016 – it’s now 2020, so time to make sure your website is mobile responsive!
Mistake #2: Missing in Action
Your website has a purpose. Whether you want your visitors to sign-up, buy something, request a quote, or simply contact you – there has to be a clear and prominent call to action.
So, if yours is non-existent or lost in a busy design then you won’t be converting your visitors into clients. Low conversion rates can simply be a result of the call to action getting lost on the page. You need to ensure your call to action button stands out and makes it easy for the visitors to take the desired action.
How to fix it:
Your call to action button is what you want your potential client or customer to do, for example, do you want them to:
- Call you
- Email you
- Fill in a contact form
- Sign up
- Come into the office
- Add to cart and purchase
Defining the call to action is the key, then take the customer on the journey to this action, through your website design and credibility.
Mistake # 3: Poor User Experience
‘Slow to load’ is the worst user experience one can have and the slower your website, the faster your potential client will click elsewhere.
According to surveys nearly half of web users expect a site to load in two seconds or less, and a delay of even one second can reduce your conversions by up to seven per cent (2).
How to fix it:
There are many reasons that can contribute to a slow loading time. Among the common reasons are:
- Images are too big
- Too many images and videos in the media library (even if they’re not in use)
- Too many plugins
- Outdated plugins
- Broken links
Mistake #4: No Trust
Your website is asking for your visitor’s time and money, so you need to show you’re credible with what information you are providing and taking from them.
How to fix it:
Your website should provide the visitor with the following:
- A clear understanding of what you actually do and for who – I’ve seen a lot of beautifully designed websites that have told the customer absolutely nothing about what the business actually does, what problems they can solve and the benefits of contacting them over your competitors. Website copy is vastly different to writing for other mediums, it should be short, clear, impactful, portray your branding through tone, and of course, be SEO friendly.
- Prove you are trustworthy– Showcase recent blog content, proving you know what you’re talking about. Ensuring ABNs, addresses, licence numbers, memberships and qualifications are clearly visible on the website. If you have an online store or member login, ensure that you have a current SSL certificate (this is the little padlock in the browser showing it is a secure site).
- Represent your brand– Images can be a great way to improve a website, portray a brand and keep visitors on your page, however, if used incorrectly they can slow your website down, make your website appear fake/in-genuine or bring in the wrong target market. Every image you use should be relevant, meaningful, high quality and authentic – yes, even your stock images.
While refreshing your website can make your brand stand out, it’s always best to get the right advice first to avoid costly mistakes. Focused Marketing has the website design, writing and marketing expertise you need to produce a website that brings the clients to you.
There are solutions for every website, regardless of industry and services – we can help your website stand out on the web without taking a toll on your budget this year.
Sources:
(1) https://www.tandfonline.com/doi/abs/10.1080/01449290500330448
(2) https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/
by fmadmin | May 12, 2020 | Digital
Most of the world, now confined to their homes, are leaning on the internet more than ever. Be it online shopping, media consumption, webinars, eLearning or business services, one thing is for certain; we are spending more time online now than ever before – where else do we have to go!?
For many businesses, their website is now their shopfront/reception desk/entire business. With all your eggs now firmly in one basket – exactly how secure is that basket? Is it woven tightly enough to ensure your customers travel the whole way through your sales funnel without slipping through the gaps?
Not sure where to start? That is where Focused Marketing comes in. We’ve identified key ‘gaps’ where websites could potentially be losing customers. With our website review, you will receive a customised report on your website’s performance along with a checklist of tasks to complete to bring your website back up to scratch.
Our review includes a comprehensive analysis of the following six criteria
- USER EXPERIENCE– Those visiting your website should have a positive experience with no difficulty navigating around the site.
- BRANDING– Can they recognise your brand throughout the site?
- SEO– Is your website ranking well on Google?
- CREDIBILITY– Is your content professional, believable and trustworthy compared to your competitors?
- CONVERSION– Is your website targeting the right customers or clients, and are they following through to purchase?
- MOBILE RESPONSIVENESS– It is important to ensure your website performs well across all platforms. It is important that the layout of your site adjusts to fit the size of any screen your site is displayed on.
Discover how to improve your website today with an affordable and personalised website assessment from Focused Marketing.
Simply complete our online form and you’ll receive your detailed report within 48 hours of us receiving payment, which includes a recommended action plan and checklist so you can focus on the key areas of website improvement, ensuring your business is putting its best foot forward online.
Click here to get started today!
by fmadmin | May 12, 2020 | Digital
There are plenty of terms ‘bouncing’ around that may not make sense or resonate with you, but bounce rate is one you should pay attention to.
What does it mean?
Bounce rate is a measure of how many people visit your website and don’t interact with any aspect of the page they land on – they haven’t clicked any links, navigated to other pages on your site or even hit ‘read more’ on a blog post. They have landed on your site, and seemingly left immediately without engaging with your content.
A high bounce rate can mean any number of things, some more serious than others. It may simply mean that the visitor was able to glean all the information they required on the page they landed on, or it may mean they ended up on your site by accident and were actually looking for something else. More seriously, it may mean that there is no relevant or engaging content worth interacting with, or your website is either too slow to load or simply does not work.
Where does it come from?
You can locate your bounce rate in Google Analytics, and it is calculated by dividing the number of zero interaction sessions with the total number of sessions (or individual visits to your site).
How can I fix it?
That is where Focused Marketing comes in! We will conduct a comprehensive website review on your behalf, analysing six key areas which will result in a detailed report and a checklist of items requiring attention. Our website review covers the following areas:
- USER EXPERIENCE– Those visiting your website should have a positive experience with no difficulty navigating around the site.
- BRANDING– Can they recognise your brand throughout the site?
- SEO– Is your website ranking well on Google?
- CREDIBILITY– Is your content professional, believable and trustworthy compared to your competitors?
- CONVERSION– Is your website targeting the right customers or clients, and are they following through to purchase?
- MOBILE RESPONSIVENESS– It is important to ensure your website performs well across all platforms. It is important that the layout of your site adjusts to fit the size of any screen your site is displayed on.
Ready to get started? Simply complete our online form and you’ll receive your detailed report within 48 hours of us receiving payment, which includes a recommended action plan and checklist so you can focus on the key areas of website improvement, ensuring your business is putting its best foot forward online.
by fmadmin | May 12, 2020 | Content, Digital, Strategy
By Kerri Eckart, CEO
We’ve all experienced it. Being in the position of needing to engage a service provider but when browsing around, business offerings get a little confusing.
For example, moving apartments is on the horizon for me so I’ve started doing my research on bond cleaning. However, most businesses I’ve found say they offer the usual things – exceptional cleaning, top quality cleaners and we can get your bond back!
But what does that mean for me? Will the blinds be cleaned? Does that include carpet? Will the oven and dishwasher be cleaned out?
Marketing your business is about selling your business to potential customers. Confused service offerings lead to confused customers. That’s not ideal if, like any business owner, you want long-term success.
These days, usually the first point of contact is through business websites.
But customers will only contact a business if the communicated service offerings answer what they need (or at the very least, what they think they need).
If it leaves them scratching their heads they will move on to look at the competition instead.
That’s why it’s important to clearly define and communicate service offerings across all marketing collateral.
Because if the offer makes sense, more customers will walk through your door and you’ll get the chance to meet their needs.
Simple, right?
