Archive for the ‘Online Marketing’ Category
How Online Marketing is Like a Bad Breakup
Thursday, January 19th, 2012
Bestselling books and blockbuster movies are continually filled with the theme of heartache. That’s because most of us have, at one point or another, known the terrible, sinking feeling that comes with losing someone we love.
Of course, online marketers can feel the same way when they see their best customers slipping away.
While you might not feel the same kind of depression over a missing account or decreased orders that you do when you lose a lover, either one can keep you up at night wondering what went wrong. And, believe it or not, there are some similarities, both in the way you are left and what you can do about it.
Here are some bad breakup tips you can use to fix your online marketing plan:
Don’t expect your departed customer to tell you what went wrong. You can ask all you want, but once a customer is gone, they aren’t likely to give you the real reasons they left, so it’s going to be up to you to figure it out on your own.
The exception to this rule, of course, is when your company messed up badly enough that it’s obvious to everyone why they took their business elsewhere. In those cases, learn from the experience, improve your customer service, and move on.
You can learn a lot from your customer’s next partner. If you really want to know why someone isn’t buying from you anymore, figure out who they are buying from now. What does that vendor offer that you don’t?
Often, if you lose out on a big account, it isn’t that difficult to find out where it went. Or, if you’re noticing a trend of smaller orders dropping off, see if you can find out which of your competitors is benefiting the most. Either way, you’ll learn something about what they are offering that you can’t match.
Sometimes it really is about the simple things. Differences in price, a more competitive product, a cleaner online reputation, or even better site layouts and navigation structures can all be obvious reasons that a customer might stop responding to your online marketing efforts. The answers are usually simpler than we think, so look for the big explanations first.
Losing customers is tough, but the pain doesn’t last forever. Follow these tips, find out why your online business isn’t stacking up, and then use the knowledge to either win your buyers back or find new ones. And if you want even more powerful tools to bring in those new clients, or find the lost ones, Give us a call at Design Extensions. We’d love to hlep.
The Biggest Online Marketing Mistake Most Business Owners Make
Thursday, January 12th, 2012If you were pressed for an answer, what would you suppose the most common online marketing mistake is? If you’re like most of the business owners we work with, you might think of spending too much or too little, writing ads that don’t speak to your unique selling proposition, or maybe even pricing your products and services the wrong way.
These are all decent guesses, and maybe half-correct. That’s because the biggest mistake in online marketing is making any mistake over and over again.
How do you stop yourself from repeating costly errors? By evaluating the effectiveness of what you’re doing in a subjective way. In other words, by studying the numbers behind your business website. A lot of business owners can talk about the number of visitors their website is receiving, or how many sales they’ve been making, but getting a good understanding of your online business requires a deeper look than that.
Here are three easy to use and understand metrics you definitely want to keep an eye on:
The numbers of visitors coming from certain sources or advertising campaigns. Often, it isn’t possible to tell that a certain message is or isn’t responding to a segment of your market until you take a closer look at your traffic sources. Viewing these with a critical eye could show you where you need to tweak your offers or benefit statements.
Your most popular pages. In many cases, business owners see this kind of data as simply “the products and prices that customers respond to most.” That’s a starting point, but high numbers of views in your frequently asked questions or shipping policies, for example, could indicate that buyers have concerns about how quickly they’ll receive their order. This is only a simple example, but it’s representative of the kind of trend you should be looking for.
Parts of your site where visitors exit. This is even more important, since they can help you to identify parts of your site that aren’t fully optimized for conversions, or that buyers are responding to. If potential customers are leaving you at any point other than the one that brings them closer to buying from you, then it’s costing you money.
There is any number of mistakes with your content or marketing message that you can inadvertently make on your business website. The real mistake, however, is to keep reproducing errors by failing to study the numbers closely enough. Need help studying those numbers? Let Design Extensions help, and we’ll do what we do best so that you can do what you do best.
Three Reasons Your Business Website Hosting Could Affect Your Search Engine Rankings
Thursday, January 5th, 2012As search engine optimization concerns go, business website hosting is usually pretty far down the list. After all, Google, Yahoo, and Bing care what’s on your site and who they can see linking to it rather than the server it lives on… don’t they?
While it’s true that your on-page SEO and inbound linking strategy is likely to have the biggest direct effect on your search engine position, your choice for web hosting may factor into the mix more than you think. Here are three reasons finding the right post could affect your search engine rankings:
A good hosting plan will load your site quickly and keep it online. All other things being equal, the major search engines seem to prefer websites that load quickly for users. They also place a preference on sites that don’t experience a lot of downtime. In other words, Google and the other engines don’t want to send searchers to a destination that’s likely to frustrate them, or not be there when they need it – both good reasons to choose a quality business website hosting plan.
Your business website could share server space with a blacklisted site. If another webmaster or business owner has been using the same server as you, and using it to spam people or run a shady online company, then there’s a small chance that you could be penalized for their indiscretions. Keeping good company, and staying in the right neighborhoods, is important to your SEO campaign.
Having the right hosting company makes it easy to add new content. The easier it is for you to go into your site’s file manager or CMS, the fewer reasons you’ll have to put it off. You want it to be a simple process to update and optimize the content on your pages, which is an area where a good business website hosting plan can be worth its weight in gold. Fresh content is the cornerstone of any sustainable SEO plan, so choose a hosting plan with that in mind.
Finding a business website hosting provider might not be your first SEO consideration, but it’s one that matters more than you might think. Given that the top spots on Google are more competitive than ever, doesn’t it make sense to have every possible advantage on your side?
With all of the different ways Design Extensions can help your business be seen, isn’t it about time to give us a call?
The Case Against QR Codes
Thursday, November 10th, 2011Fact: It seems like everywhere you look there is a QR code popping up.
What’s a QR code? It’s those strange, square, barcode looking things that marketing agencies and “pr gurus” everywhere are telling their clients they must include on everything. I even saw a company with a GIANT QR code on a billboard this week, who’s idea was that?
There is no question QR codes are being used more and more by advertisers, but the big question is, are they being used by users?
There are all kinds of statistics out there, but here are some facts that drive me to believe QR codes are not actually being used by most mobile users currently.
- iOS Devices (iPhone, iPod Touch, iPad, etc.) take up over 60% of mobile web traffic. (Net Applications Mobile/Tablet Top Operating System Share Trend Nov ’09 – Oct ’11)
- No iOS device comes pre-installed with a QR code reader, meaning users need to download an app to scan and use QR codes.
- The highest ranked, free, QR code reader in the app store is #35. There are only 2 QR code readers currently in the top 200 apps!
Based on this data, it seems pretty clear that the majority of mobile users are NOT using QR codes on a regular basis.
Maybe that will change in the future, but in most of the current examples I have seen, QR codes are not a huge time saver and seem like a clumsy solution to quick input of data and sharing information.
With that said, QR codes are very easy to setup. There are tons of web sites and tools that will let you create free QR codes and put them on anything you want. Don’t let anyone fool you into believing they are expensive or complex to create.
That’s just our opinion, what’s yours?
What do your website’s photos say about your business?
Monday, October 10th, 2011We rely on pictures to convey meaning and emotion, to tell stories where words fail, and the internet is no exception to this. Product images, biography photos, interesting photographic headers are all used on websites to help “sell”. It does not matter what your website is selling there is hardly a product or service out there that cannot benefit from great photos.
Customer Supplied Photographs
Perhaps you, or a relative is a hobbyist photographer. This is one of the lowest cost options for images on your website, but results do vary. With the availability and popularity of consumer digital cameras, this is a path many choose. While it is a lower cost option than hiring a professional photographer, but more personalized than stock photography it is also of the least “quality” options. Some of the industries best suited for using customer supplied photographs, are landscaping, construction, and other outdoor companies, where the ruld of photography are more forgiving and there is more available light.
Stock Photography
Stock photography is purchased for use on a website from a stock photography company. These companies; check, and sometimes rank images on quality and categorize them on many factors. It makes finding the “right” photo much easier. Prices for stock photography can range from a couple of dollars per image to upwards of $100 for very high quality work, or work that is by a master photographer. . . There is stock photography for almost any business out there, and this is a great option if you are not selling a highly personalized product or service, and is great for when you just need a couple of images to finish out a website design.
Hiring a Professional Photographer
This is genrerally the most expensive option, but by all accounts one of the best. If you are selling a highly personalized product or service, then this is the only option. If you have a storefront, or physical business that you will be enticing people to visit from your website this is also one of the best options. It is also great for bio photos of yourself, and your employees. Professional photographers combine the quality of stock photography with the personalization of taking your own photos. Professional photographers know how to “sell” ideas, not just take pictures.
If a picture speaks a thousand words, what are the photos on your website saying? Design Extensions has solutions when it comes to the images that you use on your website. We have professional relationships with photographers in many disciplines, (even one on our staff) and would love to help you make the web a more beautiful place.
You’re Great. . . Make Sure Everyone Knows it.
Tuesday, September 20th, 2011You know your business is great. Clients have told you your business is great. Whether it be the great prices, customer service, or unique products you offer, people love you. But how do you let new clients know just how great you are. For many businesses word of mouth is a large driving factor for revenue. The best way to drive that same stream on your website, is by including testimonials.
Testimonials are a great way to include endorsements from previous clients on your website. Sometimes a whole page can be devoted to them, if your business is geared toward a service provided. Sometimes maybe just a sidebar graphic with a couple of choice reviews will suffice. Whatever is right for your business you usually can’t go wrong including praise from previous customers, for future ones to see.
The best way to get the testimonials you want on your site, is first of all be great at what you do. If for example you sell shoes for a living, instead of focusing on selling the most shoes that you can, focus on helping the most number of people get the shoe that is right for them. Then instead of getting a testimonial based on how well you sold a product or service, you’ll get on on well you helped.
Don’t be afraid to ask clients for testimonials. We love receiving unasked for praise, but sometimes it is okay to ask a client how your performance was. If it was stellar, then great that would be a good testimonial, if it was less than fantastic, now you know what you need to work on. It is also quite all right to feature testimonials that you know matter the most, first. It is great to get feedback that you can use on your website from specialists in the area that you cater to.
There are also other options to get testimonials on your site. Perhaps its a google places rating, that you’d like put on your site. We can get a feed from google to show reviews of your business that will update as people add new ones. There are numerous other sources that we can pull a “feed” from that will keep the testimonials and reviews on your site up to date and current.
Don’t be afraid to tell the world how great your business is. Maybe you need a brand new website, or maybe your old one just needs some testimonials added to it. . .Whatever the case, Design Extensions would like to help with that. ***And just to note, any blog comments made below, may be used to tell the world how great we are.
Brand Identity
Monday, August 15th, 2011Brand identity should not be rocket science. You want your customer to recognize “you” as quickly as they would recognize Coca Cola, Apple, or any other successfully branded product. This is true whether you are selling a product, service, or a combination of the two. If your logo, or tag line is too complicated to understand at a glance, then it is too complicated. Colors, shapes, and fonts are an important part of many successfully brand logos.
In the design world many fads come and go, but brands that have staying power rely on something more important. They stay relevant. What is popular today, may be old news tomorrow and so while some elements of popular design are great to include is small doses, the best brands stay true to the businesses’ core values, customer base, and roots. Design Extensions will use your feedback and our experience to craft a website as well as logos, business cards, and other print collateral as needed to convey the image you want for your business.
Many businesses fail to realize their potential, simply by not maintaining uniform branding across all sectors of their business. Design Extensions can help, from business cards, letter head and other print collateral, to websites and online advertisements that keep your business’ image consistent. One of the benefits of utilizing all of the features Design Extensions has to offer is that our design team is all in house, and all files/logos/and content is accessible for use across all platforms to reach new customers. For the few aspects of your business that we may not have an in house solution for, (clothing, and novelties) we can recommend a service provider, and will be happy to design, or provide design elements to them.
Your Website: The Friendly Receptionist
Thursday, July 28th, 2011As the first point of contact for your customers, your business’ website should be like a friendly receptionist. Potential clients and customers visiting your site; see your site, as indicative of the type, quality, and style of work you do. Presenting a sloppy unfriendly website, with poorly thought out navigation, and missing or confusing information, is like having a receptionist that client’s are afraid to approach, and who wouldn’t know the answer anyway. You wouldn’t hire an employee like that so stop letting your website turn customers away from your business instead of inviting them in.
Knowledge
The Friendly Receptionist would not be very good at her job if all she did was act super friendly, but not actually know anything. Similarly the best designed website is no good if the information isn’t easily accessible, concise, and above all pertinent. Many businesses, new to the internet, tend to want to include every tiny detail of their business online so as to reach every possible customer. It’s great if your Salon sells hair products, but if 90% of your business is made through selling hair cuts, then the information for your hair products does not need to be as featured as the information about hair cuts. A better approach is to think like a customer and assume your website is your Friendly Receptionist. What information should she have readily available?
Warmth
We all have experience with the other type of receptionist as well. The one who knows everything about everything, but is so cold, and unfriendly that you really try not to bother her and find out what you need on your own. That’s how some websites are. The information they have is great unfortunately it is just too “ugly” to access. The wonderful information that you need is hidden in such a cold unfriendly way, that you’d almost rather just find it elsewhere. This problem is just as serious as the lack of information on an otherwise “friendly” site. How can she help anyone if they don’t want to spend anytime with her, or are afraid to approach her?
You Care
The best websites have the information you need, in a “wrapper” that is friendly and easy to use. Why are these two things so important? It tells your customer’s, that you care about them. We want to feel like the people and businesses we interact with care about us and our satisfaction. We want those businesses to make us feel like they are working with us towards a common goal. Design Extensions is here to make sure that you feel cared about, by making sure that we adhere to the principles of the Friendly Receptionist when designing, and building your website. Simple, beautiful websites, with easy to navigate menus, easy to access information, presented in a friendly inviting way will keep clients coming back, and recommending you to their friends.
