You probably already know the importance of having a website that effectively represents your business or organization. You may have even redone your website recently with a new look-and-feel to better connect with your customers or clients. However, unlike brochures and print ads, your website is a living, breathing organism that needs to be maintained on a regular basis. In order to make the most of your website investment, it is important to follow these website management tips after the launch of your website.
Website Management: Content
Most businesses and organizations are too busy to update their website content on a regular basis. For these companies, outsourcing content management to a single department or agency ensures consistency, and that your content is relevant and new. This is important for (1) your customers and (2) the search engines. If you want your customers to be able to find your website when they search the internet, you need to make sure your content is new and relevant – this is how search engines know to serve your website up in search results.
You may be thinking, how can I update my website that often? My services don’t change weekly or even monthly, and my phone number has been the same for 20 years. This is where your news and events, specials and promotions, and your blog become critical aspects of your website management strategy.
News and events: Publishing press releases, or adding event listings, to your website is a great way to keep your content current and give your customers a reason to come back to your website.
Specials and promotions: If you are offering a new and exciting service, or a discount on an existing service, say it loud and proud on your website. Change up these promotions frequently, and get the word out to current and prospective customers through email or other marketing tools.
Blog: Last by definitely not least is your blog. The content on your blog is website management gold – use it to show your expertise and provide valuable information to your customers. The blog should have keyword-focused content that will help you rank higher in search results. Add some flavor to your blog with videos and custom images.
You should update these prime content areas as often as possible, ideally one new piece of content each week. If you consistently post a blog this week, a news release next week, and a promotion the following week and repeat, you can give yourself a pat on the back for good website management.
Website Management: Platform and Security
Security Scan: At least once a month, you or your web management firm should do a complete scan of your website to check for security breaches or suspicious behavior. Has your website been targeted by hackers or bots? Are you receiving spam submissions through your contact form? Evaluating your security on a regular basis will help you track concerns and address them before they become a more pressing issue. Note, if your website contains proprietary or secure customer information, security checks should be done more often.
Platform & Plugin Updates: Also on a monthly basis, your web development platform and plugins should be reviewed for updates. If platform and/or plugin updates are identified, you or your development team should install those updates to ensure optimal performance of your website. Use caution when implementing these updates, because some updates can break elements of your website functionality without your knowledge. It’s a good idea to leave this task to a web developer or firm that can test the update on a development server before the changes are pushed to your live website.
Website Management: Design and Structure
Once a year, should give your website a good hard look. Has new technology been released that needs to be integrated? Have the search engines updated their algorithms, and now you need to improve your SEO (search engine optimization) strategy? Is your website design starting to look old and outdated? Have you hired new staff, added new services/divisions, or opened new locations in the last year? While all of these updates can be made as-they-happen, it’s important to schedule some time each year to do a comprehensive review of your website to ensure that it is up-to-date. There are numerous opportunities to create a new website, whether you need a quick and easy website design, or something more complicated, there are many options available.
Better Website Management helps Customers Find You
Following these tips for website maintenance can significantly improve the usability and findability of your website. When customers – and search engines – have an easier time finding you, you increase your opportunities for sales and growth exponentially.
About Millennium Agency
Millennium Agency is a nationally recognized, top woman led B2B branding, positioning, and digital marketing firm who knows how to create value that emotionally influences your customer’s buying decision, giving you the competitive advantage. As your trusted partner in B2B software technology and manufacturing, we provide the branding and positioning framework that make an impact – so you can focus on what you do best – run your business successfully. With offices in Boston and New Hampshire, and a worldwide presence, the professionals at Millennium Agency would like to learn more about your business. Visit www.mill.agency or book time here.
Why Mobile, Why Now?
Have you ever found yourself asking: “Does my business need a mobile-friendly website?” If so, the answer is yes, and the time to upgrade your current website is now.
Take a look around and you’ll see the majority of those who surround you are fixated on their mobile devices. People of all ages are connected at all times of the day – having a responsive web design has proven to be an invaluable advantage for businesses.
Responsive web design alters and rearranges website layouts depending on the screen size of varying web browsers and devices (laptops, tablets, smartphones, etc.). Optimized web design ensures that your website adapts to any device, offers your consumers an ideal viewing experience and improves your site’s overall functionality.
Your Customers Want and Expect It
It’s no secret; your customers are no longer solely obtaining their information from desktops or laptops. With 90 percent of people switching between devices to accomplish tasks, your website needs to be multi-functional.
A mobile-friendly website offer your customers easier navigation and enhanced visibility. Today, consumers expect this level of functionality. However, adopting a responsive website isn’t as simple as some may think. Mobile phones have smaller display screens than a desktop computer, which makes traditional websites appear distorted and sometimes hard to read.
Traditional websites, not optimized for mobile devices, often feature long loading times and unfriendly interfaces. As a result, consumers tend to abandon these websites due to frustration and impatience. Embracing mobile-friendly strategies will help you retain valuable customers.
Google Favors Responsive Design
Google recognizes the importance of having navigation structures that work well across all devices and recommends responsive web design. In April 2015, the Google algorithm update transformed the way that Google displays mobile search results. Now, an poor user experience may be enough to tarnish a website’s SEO status.
Alternatively, responsive web design can boost businesses higher in search results and deliver organic traffic. More simply, websites that are responsive rank better than those that aren’t.
Give Yourself a Competitive Advantage
As a business, it is important to stay on top of technological advances and listen to the needs and desires of your consumers. Designing mobile-friendly websites that are optimized for functionality and consistency gains trust with users and builds your credibility. Only 56 percent of small businesses have websites that utilize responsive design. This is your chance to differentiate your brand from competitors.
It’s a Long-Term Solution
Embracing responsive web design can cut down on future design, development and maintenance costs. You will no longer have to manage two separate websites for mobile and desktop. Learning how to convert a website to mobile-friendly with responsive web design will ensure that your website remains optimized and functions as intended.
Are you ready to give yourself a competitive edge while increasing your website traffic? Whether you’re looking to revamp your website or start from scratch, Millennium can help. Call or email to connect with us at 877-873-7445 ext. 201 or [email protected].
About Millennium Agency
Millennium Agency is a nationally recognized, top woman led B2B branding, positioning, and digital marketing firm who knows how to create value that emotionally influences your customer’s buying decision, giving you the competitive advantage. As your trusted partner in B2B software technology and manufacturing, we provide the branding and positioning framework that make an impact – so you can focus on what you do best – run your business successfully. With offices in Boston and New Hampshire, and a worldwide presence, the professionals at Millennium Agency would like to learn more about your business. Visit www.mill.agency or book time here.
So, you think your company has a good-looking website? That’s great. The problem is appearance is only half the battle. The real question is: do your customers trust it? As digital marketing continues to become a large part of everyday life it is important to gain and maintain customers’ trust. One simple way to do this is through a website design that will increase conversion rates. Building trust through the web has the potential to increase website conversion rates. By following these seven simple steps you can help your company create an authentic web design and build trust with your customers for years to come.
Add a Contact Us Page
Always be sure to incorporate a “Contact Us” page within your website. Contact pages show your company is inviting feedback and listening to customer concerns. Being open to a dialogue with your customers is a great way to build positive relations and a 2015 B2B Web Usability report found 98% of respondents would leave a website without a contact page, diminishing the credibility you’re trying to build online. In addition, be sure to include a phone number and email address, but also a physical address for the company. A physical address gives the customer the appearance the company is tangible and tangible items increase trust as they usually appear more realistic.
Add an About Us Page
Try to include pictures and bios for the employees within your “About Us” section to add a personal connection with the customer and help build trust and loyalty. Also be sure to add each employee’s social media links in the “About Us” section. Customers can use these to build interactions with both employees and the company. It is important to be responsive with your social media accounts and interact with customers as often as possible. This gives customers the impression that you care and are listening.
Publish Papers/Reports
Increasing trust and validity can also come from publishing educational material. Companies who only use social media were found less trustworthy than those with recognized work. If your company is able to, add a link to these publications through a website and allow customers to view them for free. This helps to build trust by eliminating the privacy concerns customers face if they are required to share their personal information.
Keep Your Web Design up to Date
Your web design and content should be kept current and consistent. Keeping up with current design trends is advisable, but avoid changing the design too often as this can decrease brand recognition and negatively impact SEO. Design trends change almost every year, but when your website goes from a calm layout with a menu bar at the top to a scrolling screen with no menu bar customers may get confused. Confusion turns customers away as they do not want to spend the time to navigate your website trying to find what they are looking for.
Incorporate UX and UI
When designing a website, think about the five elements customers want to avoid: busy layouts, pop-up advertisements, small print, lack of color and slow load times. A well-designed UI circumvents common distractions and deterrents, guiding the customer through an ideal UX, which keeps them on your website and leads them to a desired end product.
Implement an Easy Navigation System
Ensure your webpage has an easy navigation system. Customers will spend very little time looking for something on a website. If you are able to guide customers through your website with ease, it will help increase your conversion rates. Utilizing both UX and UI are great ways to ensure your company’s website is easy to navigate.
Provide Social Proofs
Take advantage of social proofs such as press/customer logos, case studies, and number of subscribers, etc. to add credibility to your site. Adding success stories can build trust with customers because it invites them to become part of the story. Additionally, this is a great way to add transparency within your website, allowing the customer to see who you are and what your company is about.
By using these seven elements your website can go from a good-looking website to a user-friendly and trustworthy site all while increasing customer satisfaction. Increased customer satisfaction will lead to longer time spent on your site, leading to a better conversion rate and improved customer relations.
Do you think your website has what it takes to maintain a trustworthy relationship with your customers? Contact us to learn more about website development or for a free website evaluation.
About Millennium Agency
Millennium Agency is a nationally recognized, top woman led B2B branding, positioning, and digital marketing firm who knows how to create value that emotionally influences your customer’s buying decision, giving you the competitive advantage. As your trusted partner in B2B software technology and manufacturing, we provide the branding and positioning framework that make an impact – so you can focus on what you do best – run your business successfully. With offices in Boston and New Hampshire, and a worldwide presence, the professionals at Millennium Agency would like to learn more about your business. Visit www.mill.agency or book time here.
Websites are more than digital brochures for your business. In fact, they can be built to drive lead generation through simplistic yet creative design, well-placed contact forms, and a positive user experience.
Website development best practices are constantly changing, however, and unless you have a designated team to devote to ongoing updates and maintenance, your website may fall flat.
If you are noticing your new and returning user analytics are becoming stagnant, you may need to adjust your website. Online audiences have high expectations when browsing the internet. Ensure your website is meeting their needs by integrating these five optimization tips into your website strategy.
Utilize a Consistent Theme and Style
There are seemingly infinite options for website page templates, themes, color combinations, widgets, multimedia integrations, fonts, and more. It is easy to get distracted by flashy designs and exciting plugins, but more is not always better when it comes to website development. During the beginning stages of website design, your team should determine the number of templates that will be required, a color scheme of three primary colors (usually your logo’s colors), and a consistent style that will be utilized throughout your website. A well-executed website can have many different templates that seamlessly work together to achieve your objectives.
Make it Responsive
The amount of time consumers spend on mobile devices has significantly increased over the past several years. 65% of digital time is now spent on mobile devices, with only 35% of time spent on desktop. With mobile becoming faster and more available, there is no longer a question of whether or not websites should be responsive. Websites that still utilize the fixed image method of display are quickly becoming obsolete due to both user aversion and modern trends. In the spring of 2015, Google announced an update to its search ranking algorithm that penalizes websites that are not responsive. Ensure your audience can access your website no matter what platform they are utilizing.
Integrate an Intuitive Navigation
Once users access your website and are intrigued by a unique design, they need to know where to go next. Creating an intuitive navigation structure requires taking on the perspective of your audience. What topics are they searching for on your website? What paths might they take to get to designated landing pages where they can convert to leads? Some best practices include standard navigation location, simplistic design, informative titles, and secondary navigations for supporting resources. Users should not be responsible for finding their way around your website; they should be naturally led from page to page through an exceptional navigation flow.
Engage Users Through Forms and Comments
User engagement drives contacts to convert into leads. The content on your website should give enough information to allow a user to learn about your business and how you can be of value to theirs, but leaves just enough unsaid to naturally guide the prospect to a contact form. Depending on the industry, a forum or comments section may be useful to grow conversation and build a contact list. Providing links to download eBooks, whitepapers, and case studies is another way to provide your audience with initial information when they are still considering potential partners and vendors. An efficient, clear way for users to communicate with your team members is an essential function for an optimized website.
Increase Retrieval Speed for User Devices
The internet age has brought about an expectation for instantaneous access to information. There is even psychological information behind response times for websites and the affect they have on the user experience. For example, a website that loads in less than a second imbues the user with a sense of power over the content. On the other hand, if the website takes around 10 seconds to appear, the user has most likely lost interest and is in the process of navigating away. Several website issues can affect the speed of your website, including the quality of your hosting service, out-of-date plugins, and unspecified caching metrics. Rarely is there a slowdown in website speed that cannot be fixed, as long as you have access to an experienced development team.
With each passing year, websites become more advanced, and users become more demanding. Your business should have a process in place that involves the review of website content, functionality, and analytics to provide insight into where optimization will add value.
If you are interested in enhancing your website with Millennium Integrated Marketing, contact Linda Fanaras, or call 1-877-873-7445.
About Millennium Agency
Millennium Agency is a nationally recognized, top woman led B2B branding, positioning, and digital marketing firm who knows how to create value that emotionally influences your customer’s buying decision, giving you the competitive advantage. As your trusted partner in B2B software technology and manufacturing, we provide the branding and positioning framework that make an impact – so you can focus on what you do best – run your business successfully. With offices in Boston and New Hampshire, and a worldwide presence, the professionals at Millennium Agency would like to learn more about your business. Visit www.mill.agency or book time here.
Lead generation is the main goal of most business-to-business companies, and a large number of business-to-consumer organizations as well. When it comes to lead generation on websites, the tools have been in place for years now. Contact forms, subscription fields, request a demo buttons; these are excellent for users who are prepared to convert. But how do you generate leads when they are still determining what they need, or learning about your business in general?
These users are known as top-of-the-funnel leads, or website visitors. They are in the first stages of becoming a qualified, valuable lead. Nurturing leads through the process from visitor to customer starts with interesting content that motivates them to take the next step toward a conversion. Your website can be an excellent tool for casting out a net of targeted messaging and reeling in potential leads.
Looking for ideas beyond the basics of contact forms and email subscriptions? Check out these three new tips:
1. Live-Stream Content
The question of how to generate leads has a simple answer: engage your audience. Once they are interested, they will take steps to subscribe to offers or contact you directly when a need arises. Luckily, through the use of social media and modern video production, audience participation is a given. One way to begin the process of lead generation is live-streaming content directly to users.
Facebook Live and Periscope are the current leaders in live-streaming. Viewers can comment and react to content that you are sharing in-the-moment, creating the perception of a discussion board. Rather than leaving the content on the platform you posted it on, embed a recording in a video library on your website. At the end of the live-stream, alert your users that the video will be posted on your website and they can find more information on your products and services there as well. Sharing a link will also help drive traffic back to your website. An additional benefit of this lead generation method is consistently updated video content that search engines are serving up more and more often.
2. GPS-Based Advertising
Advertising on the Google Search and Display Networks, as well as other digital platforms like mobile applications, has become a necessity for increasing website traffic and subsequent conversions. Relevance is the primary focus of the search algorithms; keywords should be in titles, in descriptions, on landing pages, and always organically integrated. Relevance has now expanded to another dimension as well: location.
It’s the future we have been anticipating for years: you walk by a store and suddenly your phone vibrates with an advertisement for a sale that you might be interested in. The increase in wearable technology and vehicle GPS systems will lead to marketing space that is not yet overrun with competition. Businesses are already considering how to generate leads with GPS-based advertising as mobile recently trumped search in online advertising. Start strategizing ways to serve your advertisements within a specified radius during times that users are most likely to take interest. Lead them to landing pages with the exact information they are looking for, like a coupon to the sale you just advertised. Your audience-base will grow with local, valuable leads.
3. Influencer Marketing
If you are on social media for any reason, whether it be networking or leisure, you know there are certain accounts that have millions of followers. These individual users are known as influencers, and their audiences are generally larger than your own. So what do you do when you are a mid-sized automotive company and you find an influencer engaging in the same conversation as you? Enlist them in influencer marketing.
This 2016 trend is only gaining momentum this year, and there is a lot of data to prove it. The keyword alone has grown in search results by 5000%, and 70% of internet users would rather learn about a product or service through a third-party. Influencer marketing primarily works because it is the modern form of word-of-mouth; someone else is advocating on behalf of your brand. In fact, leads generated through word-of-mouth have a 37% higher retention rate.
Recruit an influencer by reaching out to them personally and sharing information about your business. Form a partnership by offering them space on your website in the form of guest blogs or sponsorships, and ask if they can do the same for you. They will send their audience to your website and add credibility to your brand with their endorsements.
Like any form of digital marketing, lead generation is always changing. While the foundation may stay the same, the strategy needs to change regularly in order to consistently attract a new audience. If you are wondering how to generate leads using your website, reach out to Millennium Integrated Marketing at [email protected] or call 1-877-873-7445.
About Millennium Agency
Millennium Agency is a national, award-winning, digital, creative, content/PR, and video marketing firm. With offices in Boston and New Hampshire, our team unites creative branding and data analytics to accelerate our clients’ growth, while combining our clients’ vision with our marketing expertise to increase sales opportunities and drive brand success. From video advertising and web design to social media and PR, Millennium can guide your marketing efforts every step of the way. Contact the professionals at Millennium Agency to learn more!
Linda Fanaras is the President and Founder of Millennium Agency (www.mill.agency) located in Manchester, NH, and Boston. She can be reached at 877-873-7445 or [email protected].
The development and launch of a new website is an exciting time for a business or organization; it refreshes the brand, improves functionality, and invites a greater audience. Once the website is live, however, it must be monitored to ensure quality and performance are maintained. This is where dedicated website management comes in: appointing an internal resource or website management firm to strategize and make edits can save time and resources and increase efficiency. Some of the benefits of exceptional website management include:
Accurate Recording of Current Strategies and Goals
It is easy to put aside the goals of a website following launch. Business and lead generation return to the main focus of the workday, and marketing teams move on to the next project. When it comes to websites, goals and strategies cannot be tabled after the project is complete. Goals drive everything on your website from design and content to functionality and user experience. Strategies are the methods to achieving those goals, often through implementing landing pages, contact forms, and blog posts. Dedicated website management ensures your goals and strategies will be optimized based on analytics and industry trends.
Plugins, Hosting, and Security are Regularly Updated
Websites are highly complex with layers of coded information connected together to create a seamless storefront. Unless you have a team member with expertise in the technical details that are the foundation of your website, you could risk losing money on your investment. A development team will need to maintain your website on a daily, weekly, and monthly basis to guarantee performance. They will also be in charge of backing up web files to a secure repository in the case that a major incident occurs where files must be restored. These tasks take time, and require dedicated website management.
Design and Content Edits Are Made Quickly and Efficiently
One of the greatest benefits of a website is the ease with which it can be updated in regard to design and content. Small changes, however, can sometimes cause big problems when they are made by someone without website management experience. Shifting a menu, adjusting page layout, and altering the size of a banner can all drastically change your website, leading to additional editing time. A skilled development team can easily make these changes and ensure no resources are wasted, especially if they originally coded the website.
Time is Spent on Business, Not Web Maintenance
When a website is commissioned, it is usually because the business or organization does not have an employee with the training or time to devote to such a large project. After a website is launched, the same state of mind should still apply. Enlist a website management team whose primary responsibility is keeping your website optimized for high performance. Your employees will be able to focus on their work, rather than worrying about the release of the latest version of WordPress.
Dedicated website management is not always easy, because it often starts with a website design or refresh and carries into ongoing maintenance. Whether you need an experienced team to maintain your website, or you are looking for a full redesign, Millennium Integrated Marketing can help. Get in touch today with President and Strategist Linda Fanaras, or call 1-877-873-7445
Whether you are updating your own website content, or you are working with a marketing firm that is, it’s important to know how to create compelling content that achieves what it is intended to achieve. To start, you should avoid some of the common mistakes that even the most experienced professionals make when writing content for the web:
Mistake #1: You don’t consider your audience
Have you ever landed on a website and thought, this just isn’t for me? If so, one of two things has happened: (1) you landed on a website that really isn’t for you, or (2) you landed on a website that is for you, but the content writers didn’t consider their audience. You’ll be able to spot a website like this based on the following:
– Uses a lot of jargon that no one outside of the industry understands
– Has long, complex sentences and paragraphs that no one has time to read
– Reflects the opinions, likes, and desires of the business, not its audience
HubSpot challenges writers to do as much research as possible before putting their first word on a page. By researching your audience, and keeping them in mind in everything you write, you will have a much better chance of making a meaningful connection and motivating them to take a desired action.
Mistake #2: You overuse various font styles
While we agree that your website content should be a work of art, that doesn’t mean it should be overly stylized. As a content writer, you should avoid:
– Hard to read fonts (like those with curly-cues and squiggles)
– Excessive use of bold and italics
– Largeblocksofdensetext
– Hard to read colors (like red on a green background)
– ALL CAPS
– Tiny text
Use this test: if you squint your eyes and can no longer read your content at arms-length, you need to reevaluate your style choices.
Mistake #3: You don’t chunk your content
On average, users read less than 28% of the website content on a page. This means you have a limited opportunity to make an impact with your message. Chunking content is critical in effective writing for websites. The best way to organize your content is to create an outline before you begin, so your content has a logical flow while being organized and compelling. Leave space in your outline for keywords, content type (call-to-actions, forms, transitions, etc.), and visual content including videos, photos, and graphics.
Mistake #4: You don’t use hierarchy
Once you have created an outline, write your content in short concise statements. The deliberate use of white space around your text will also draw the reader’s eye to the text you want them to read. Make sure there is effective hierarchy in your content; there should be content elements that draw attention first, second, third, and so on. Using headlines, sub-headlines, and paragraph text is a great way to establish hierarchy. Utilizing a consistent theme can also help make content easy to digest.
Mistake #5: You try to make too many points
Finally, don’t try to make too many points in each sentence/paragraph. Your sentences should have a clear beginning, middle, and end, and your paragraphs should only be 1-3 sentences long. Get in the habit of self-editing: write your content as a “stream of consciousness” first to get your ideas onto paper, and then work on eliminating unnecessary words. Your end result will be clear, concise, and impactful website content that your audience will actually read and enjoy.
Better content keeps users happy, so they convert
Avoiding these mistakes in your website content can significantly improve the user experience (UX) for your current and potential customers. When users have an easier time digesting your content, and you make them feel like you are speaking their language, they are more likely to trust you and eventually become a lead.
If you’re ready to give yourself a competitive edge while increasing traffic to your website and converting more leads, Millennium can help. Call or email to connect with us at 877-873-7445 ext. 201 or [email protected].
For higher education, meeting enrollment goals in quantity and quality of prospects is a high priority. Students, parents, and counselors are researching and making decisions online, and your web presence is influencing their choices. Digital marketing in higher education has proven to be beneficial and successful. If you want to target your ideal prospects and differentiate yourself from competitors, then a digital strategy is a must. To maximize the potential of your institution’s digital strategy, make use of these three ways digital marketing is influencing higher education recruitment:
1. Build a strong institutional brand
The power of a website is not to be underestimated. 78% of high school students reported that websites shape their perception of an institution. First impressions are extremely important, and they are nearly impossible to reverse. Most of your target market (students, parents, and influencers) will begin their research on your institution’s website. An effective and intuitive website will create trust and demonstrate an authoritative resource throughout the research process, creating a strong brand statement and allowing you to transform your school’s image.
2. Your target market is constantly connected
Your targeted prospects already spend the majority of their time online, so you need to make sure they’re able to find you. Getting found requires providing valuable content in the places where they prefer to conduct research – online. However, don’t be fooled into thinking that a traditional website is enough. This website needs to be responsive to all devices (mobile, tablets, desktop, etc.) Entice ideal prospects with relevant content and rank higher on search results by promoting the right keywords and answering prospects’ questions.
3. Engagement across all phases the student life-cycle
Prospective students are using college websites during all phases of the admissions cycle. Websites and social media have proven to be vital tools in distributing content and influencing students to apply to universities. Students desire information about areas of study, scholarships, and campus life. They crave personalized communication and are open to speaking to advisers online, through text message, or via social media. With mobile devices providing the most effective way to reach and communicate with this group, valuable and concise content is crucial for encouraging these students to apply.
An effective digital marketing strategy is an important step to attracting and engaging prospective students. Are you interested in determining the right digital recruitment strategies for your institution? If so, Millennium can help. Call or email to connect with us at 877-873-7445 ext. 201 or [email protected].
Which Social Media Platforms Are Best for Your Business?
The growth of social media has been steady over the past decade, culminating in what can be considered the golden age of social platforms. Almost every aspect of the daily routine has some form of social media connected to it, whether that is tracking your physical activity or discussing the latest trends in your industry.
Currently, the most popular social media platforms for businesses are Facebook, Twitter, and LinkedIn. That is not to say, however, that your company should be on every social media in existence; choosing the best social media platforms for businesses is a key component in devising an effective social strategy.
The following social media platforms each have their primary function when it comes to social media for business. Understanding if one or all are ideal for your business requires aligning your objectives with your social strategy. Where should your company be seen, heard, and engaged with on the social stage?
Facebook is the Reputation Management System
Facebook is the platform that launched social media into the internet powerhouse it is today. With approximately 1.4 billion users not including subsidiaries WhatsApp and Instagram, Facebook remains one of the best ways to promote a brand to the masses. Over 30 million businesses have a Facebook company page, and of those around 1.5 million utilize targeted advertising to promote their products and services to followers and friends of followers. Even business-to-business (B2B) companies are finding that having a Facebook page is similar to having a website; it builds credibility and opens a line of contact between the organization and clients It is also an excellent platform to keep track of the public opinion on your brand, allowing you to optimize and adapt as necessary.
LinkedIn is the Business Network
If you are a B2B company, you have (hopefully) heard of LinkedIn. As the premiere professional networking website, LinkedIn includes personal, company, group, and showcase pages that you can optimize and streamline to effectively build brand awareness and generate valuable leads. LinkedIn attracts decision makers from companies in every industry, making it an invaluable tool. However, unsolicited sales messages are often met with disdain; nurture your contacts along the buyer journey before converting them into leads in order to maintain a positive LinkedIn reputation.
Twitter is the Industry Forum
Twitter was once the platform for energetic early adopters who wanted to update followers on every aspect of their life using only 140 characters. It has greatly evolved since then, now allowing for links, images, video, advertising, chat, and follower lists. Twitter provides businesses with the ability to interact with other thought leaders in their industry and share condensed ideas with their audience. The inclusion of 30 second video has nearly doubled follower engagement, increasing the odds of your clients and contemporaries not only hearing your message, but interacting with it as well. Twitter polls, another recent addition to the platform, is an effective way to gain audience insight regarding recent brand news and overall positioning in the industry. The reach and benefit of this platform is not to be underestimated, and should be leveraged to ensure your business is always in the public eye.
Bottom Line
Attempting to build, maintain, and analyze a presence across every social media platform is a waste of time, money, and marketing resources. Instead, identify your audience and research what the best social media platforms for your business are, then execute a campaign tailored to each one. Your company type serves as an excellent starting point; the next steps are determined by both your marketing goals and your sales objectives.
Want to learn more about social media best practices? Check out our blog, 5 B2B Social Media Advertising Best Practices, or contact Linda Fanaras at Millennium Agency.
Mobile Apps For Your Business
Is a mobile app right for your business? That is the question.
It was predicted back in 2008 that mobile browsing would overtake desktop by 2014. This reality then led to the push for optimization of websites for mobile to enhance the browsing experience as an industry best practice. This was based on Google’s decision to rank mobile-friendliness as a search protocol. Today, an optimized mobile site is key, but the next question is: “Does your business need a mobile app?” The answer is: it depends.
Apps Rank High Among Mobile Users
According to Digital Marketing Magazine, 86 percent of time spent on mobile devices is in apps, versus 14 percent mobile web browsing. Based on visibility, it would seem having a mobile app for your business isn’t even a question. However, apps are an investment, and a deeper dive into how they are used reveals other things to consider.
- Gaming and Facebook, 32 and 17 percent respectively, account for the largest percentage of app usage.
- Apps tend to be more showrooms for products and services, while websites are preferred for making actual purchases. According to Digital Marketing Magazine, 67 percent of mobile users purchase from a website instead of an app.
- Apps may be sales drivers and can accompany your optimized mobile site, but they don’t replace it. Not having a mobile app can be a lost opportunity to connect along the customer journey.
Why App?
Okay, so your business doesn’t have to have a mobile app, but not having one could leave you floundering in a very crowded digital marketplace. So where does that leave you? To better answer that, reflect on the underlying reasons and benefits of having a mobile app.
- Building Brand. It goes without saying that the number one reason for having an app is to expand your brand in the marketplace and increase visibility to current and prospective consumers.
- Consumer Engagement. Consumers who download your app give you a direct line of communication with them and the opportunity to build and foster loyalty. Greater visibility increases the potential frequency for engagement.
- Bridging Gaps. An app may be just what your business needs to close gaps along the customer journey. An app could provide the missing link to content you offer, but consumers aren’t interacting with, through your other marketing channels.
- Add Value. At the end of the day the most important question is: Will your mobile app add value? All kinds of data that can be cultivated from app users to help your business with its marketing strategy and promotional rollouts. That’s good for you. But you need to make sure you have an app plan to keep your consumers engaged and offer app-only benefits.
Keep in Mind the Big Picture
The question still remains: “Is a mobile app right for your business right now?” Above all mobile apps need to be a part of, and fit in with, your overall integrated marketing strategy online and off. Like anything else you can’t put all your eggs in one basket. Now that you have a better sense of how apps are used and the benefits of having them, here are a couple of more big picture takeaways to keep in mind according to B2C:
- Your mobile app has to be dynamic and engaging. 38 percent of users will install an app they perceive will streamline a process, but once they’ve gotten the initial deal, half of them will uninstall it.
- Social media apps will become the biggest promoter of other apps with Instagram expected to lead the way according to Leeyen Rogers, vice president of marketing for Why? Because Instagram is used almost exclusively as a mobile app, will enable easy download of promotable apps and target marketing can be optimized based on user profiles.
- Geo-targeting will become more prolific in connecting and personalizing offerings regionally. Based on the location information embedded in smartphones, apps and options can be better targeted to consumers.
How Do You Mobile?
Still not sure if a mobile app is right for you, or where to start if it is? Millennium can help. By zeroing in on your overall business strategy and goals, we can help you leverage data that will not only enhance and optimize your website, but develop a value-added app if deemed appropriate. Call or email to speak with one of our digital marketing experts at 877-873-7445 or [email protected].