The Ultimate Guide to the Best Website Marketing Strategies

website marketing strategies

Running a business has always required a solid marketing strategy, but this is the Information Age – and now, marketing takes place on more levels than ever before. If you want your business to succeed, you need a strong online presence that follows the most cutting-edge website marketing strategies.

The Ultimate Guide to the Best Website Marketing Strategies

Your digital marketing strategy starts with a highly engaging and functional website. You need to:

  • Get to know your ideal buyer persona
  • Develop your brand presentation
  • Provide a high-quality user experience online
  • Optimize your website
  • Strategically position your company on social media channels
  • Gather and maintain online reviews
  • Create and commit to an email marketing strategy
  • Track performance with powerful analytics

The following sections delves into each of these website marketing strategies, how you can implement them, and how they’ll help you.

Get to Know Your Ideal Buyer Persona

Before you start any website marketing strategy, get to know your ideal buyer persona. Identify the perfect customer for your product or service, and write down who he or she is – this information will inform every marketing decision you make, from content development to social media engagement.

Website Marketing Strategies - Develop Your BrandSample Buyer Persona #1

She’s between 25 and 40, and she knows exactly what she wants. She doesn’t spend a lot of time window-shopping – she goes directly to the department she needs and zeroes in on her favorite brands. Her salary as an emerging professional in her field ranges between $65,000 and $85,000 per year. She’s in command of her finances, her emotions and her decisions, but she always appreciates tongue-in-cheek humor and prides herself on her ability to choose quality home furnishings and décor.

Website Marketing Strategies - Developing a Buyer PersonaSample Buyer Persona #2

He’s a hard-working adventurer who’s always looking for an opportunity to escape to the lake, the woods or the mountains. Because he works so hard, he appreciates a great deal – but when he’s not working, you’ll catch him stepping into a canoe at 4 a.m. on a Saturday morning, packing his Jeep with gear for a weekend getaway or strapping on snowshoes and heading north. This all-around good guy earns between $45,000 and $75,000, and he’s always on the lookout for the latest outdoors gadgets.

Send out surveys and questionnaires to help zero in on your ideal buyer personas. You can use your existing opt-in email list or pose questions on social media. Don’t be afraid to ask your customers to inform your future marketing decisions.

Develop Your Brand Presentation

Website Marketing Strategies - Develop Your Brand

Once you identify your target market by creating buyer personas, figure out how to present your brand in the most effective ways.

Define your company’s values and mission, and translate them into language your ideal customer can understand and appreciate. How does your company meet your customers’ needs? How does your brand fit into and complement your customers’ lives?

Create a story around your brand. Follow it from its inception through today, focusing primarily on how you want your ideal customer to feel when he or she sees your logo, your company name or your products.

Pro tip: Use color psychology to match your brand to your buyer personas, and always keep your branding consistent across every channel.

Provide a High-Quality User Experience Online

Zero in on optimal website design so your users have the best possible experience when they find you online. You have to stand out with:

  • Fast, responsive design that renders exceptionally well on any device
  • Easy navigation between information and products or services
  • Great content that informs, inspires and encourages visitors to act

Good user experience, or UX, focuses on what users want – not on hard sales and self-promotion. For most business owners, consulting with a professional marketing agency to create a positive UX is absolutely essential.

Optimize Your Website

SEO as a Website Marketing StrategyYour website is the connection between your company and its potential customers – and the best way to attract them is through search engine optimization, or SEO.  

Sure, you can put up a dozen blog posts or promotional videos each day, but that’s not going to cut it. Your competitors are doing better, and you need to, too.

You need data-driven ideas that bring in search engine traffic and turn prospects into loyal customers.

Search engines crawl websites to rank and sort pages according to how useful they are to searchers. Search engine optimization allows your site to meet users’ needs so Google and other, less popular search engines can deliver it on the first page of results. For that reason, 61% of all marketers make SEO a top priority.

Strategically Position Your Company on Social Media Channels

Social media is your key to connecting with buyers where they’re most comfortable. Facebook dominates the U.S. market – 68 percent of adults in the U.S. actively use it. Here’s a quick run-down of other platforms:

  • 35% of American adults use Instagram
  • 29% are on Pinterest
  • 27% are on Snapchat
  • 25% are on LinkedIn
  • 24% are on Twitter

Drilling down more, Americans aged 18 to 24 are primarily on Snapchat – 78 percent of them, in fact. Further, 71 percent use Instagram and 45 percent use Twitter.

Pro tip: Take note of your buyer personas and zero in on the sites that dominate those age groups to inform your social media strategies.

Social media marketing is about more than creating a few posts. It’s about engaging your customers and sharing content they really find useful – and that they know their friends and colleagues will also find useful.

You can’t afford to drop the ball when all your potential customers are watching from the sidelines, so it may be worth outsourcing social media development and maintenance to the pros.

Gather and Maintain Online Reviews

Your website is the foundation of your digital marketing campaign, but social proof is the glue that holds everything together. Your reputation is on the line with every order, every purchase and every delivery – and because 84 percent of people trust online reviews as much as they trust a friend’s recommendation, it’s important that you’re proactive in managing yours.

Seek out favorable reviews, and when you get them, acknowledge and thank the people who leave them.

Pro tip: Promote favorable ratings by asking your webmaster to create code that incorporates Google’s star ratings in your search results. (Websites that feature Google’s aggregated star ratings get higher click-through rates than those without them.)

Create and Commit to an Email Marketing Strategy

Give your visitors an incentive to receive marketing emails from you. Maybe you’ll create an e-book packed with great tips, or perhaps you can send people exclusive access to members-only deals. You can use that valuable asset to encourage your customers to share their email address with you – and the best part is that they’re already interested in what you have to offer.

Creating an email marketing strategy helps you stay a step ahead of your competitors. Your customers are hearing from you, and you’re giving them something your competitors aren’t – your brand earns loyalty that way. Use your email campaigns to continue building that relationship with people who already trusted you enough to give you an email address.

Track Performance With Powerful Analytics

Google Analytics in a Website Marketing StrategyA professional gymnast watches his routine dozens of times to evaluate exactly where he slipped. An expert archer shoots thousands of arrows and scrutinizes each draw. A successful marketer does the same thing: carefully executes an informed, data-driven plan and watches its journey all the way back to the website.

Use powerful tools like Google Analytics, Moz, KISSmetrics or CrazyEgg – or another tool you’re comfortable with – to evaluate the life cycle of every piece of marketing material you use. You’ll be able to make more informed decisions and enjoy better results after every cycle.

Let’s Talk About Your Marketing Strategy

The internet isn’t going to stop evolving, and neither should your marketing strategy. Because you have other things to do – like run your business – it pays to learn from and work with the industry’s most trusted experts.

We invite you to read through our marketing blog for tips and tricks that help you stay on top.

When you’re ready, call us at 469-661-1040 or fill out the form below for a free, one-hour consultation with a marketing expert who can propel your company to the next level.

Tell Us About Your Company

 

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How to Get Started with Digital Marketing

How to Get Started with Digital Marketing 

What is Digital Marketing?

Digital marketing encompasses a broad range of marketing strategies associated with the internet that are designed to target and engage specific consumers. Attention-grabbing websites uncovered during Google searches, customized email programs, and social media are becoming universal elements designed to engage existing customers and attract new ones. Unlike traditional mass marketing strategies like TV, radio, and newspapers, digital marketing attempts to focus messages to a population that is most likely to require the company’s goods or services in the near future.

As the population continues to spend more time online, creating a presence to connect with them is critical.

Effective digital or online marketing is essential in today’s business environment. According to an Adweek.com, 81% of shoppers conduct an online search before making any important purchasing decision.

Digital marketing, much of which is also termed Inbound Marketing, is designed to attract viewers’ attention with an exciting and pertinent website or other marketing devices that may include such tools as:

  • infographics
  • interest-catching blogs
  • online brochures
  • ebooks
  • details such as newly imagined logos and other branding assets.

Also, useful interactive tools are designed to engage consumers to linger and take notice as they speed through their internet searches.

As another important element, online consumer feedback and commentary are driving many of today’s purchases. Consumers seeking products to provide pleasure or to solve a problem usually rely on experiential input from online posts to guide their decisions. Effective digital marketers capitalize on positive feedback while minimizing negative feedback in timely ways.

Important disciplines to enhance your presence are:

Experienced professionals like MarketCrest in McKinney TX provide creative support to companies throughout the United States and key international markets.

Establishing Your Starting Pointdigital marketing

MarketCrest offers a free one-hour consultation and discovery call for potential clients to discuss their current situation and identify strategies that may begin to build profitable new revenue and sustainable growth through digital marketing. Each professional at MarketCrest brings a unique set of skills and experience that will provide a holistic view of your brand and market building.

During the discovery phase of the free introductory consultation, the MarketCrest experts will address your current circumstances including:

  • How does your company work?
  • What are the ways you generate revenue?
  • What are your ongoing marketing initiatives?
  • What are your online marketing goals?

From the analysis of your current situation, the digital marketers can develop a customized strategy designed to drive the appropriate traffic that generates qualified leads and profitable revenue.

Once initial objectives are established, the process of further evaluation and strategy development begins. The three core categories for consideration are:

  • Website Design and Development: Evaluate the current design and adjust to meet the new objectives. Such issues as visual appeal, user experience, mobile readiness, and page load speed will be analyzed for acceptability. If tweaks or significant changes are needed, this will be the time to do so.
  • Content Optimization: Evaluation of success rate of your landing pages is essential. With ongoing, real-time analysis of your content, MarketCrest professionals can determine if you are developing trust, establishing credibility, and enhancing the image of your company.  Content should be engaging and include relevant keywords that increase search engine optimization. Other data tools can be added to track demographic and geographic interest.
  • Conversion Optimization: How many visits you successfully convert may depend on a variety of elements in your content. Continual monitoring and adjustment where needed can improve conversion rates.

MarketCrest’s Digital Marketing Process

The MarketCrest Process consists of four steps from the initial discussion to the goal of sustained revenue development.

  • Strategy Development is a result of website analysis, traffic analysis, keyword research, competitive analysis, campaign planning.
  • Traffic Creation will stem from initiatives that include organic and paid searches, display advertising, online directories, social media, public relations, and blogs.
  • Lead Generation is output resulting from improved landing pages, enhanced content, online calls to action, conversion forms, and email marketing, for example.
  • Sales Conversion strategies utilize ongoing analytics, A/B testing (comparing two web pages or other variables), CRM (customer relationship management) integration, lead scoring, and customer nurturing strategies.

 Managing the Strategic Campaign

Once the newly designed digital marketing campaign is in place, MarketCrest will monitor traffic and impact generated by strategies that include SEO activities, content, Pay-per-Click (PPC), web optimization, automation, social network interaction, and more. By monitoring and analyzing real-time data, the firm will actively manage your campaigns, deliver daily, monthly, quarterly, and annual summaries depending on your plan preference. From continuous data, the strategies can be reinforced and refined to ensure optimal results.

Sign Up for a Free Consultation with the MarketCrest Professionals

Situated in downtown McKinney, Texas, MarketCrest, LLC, is an award-winning digital marketing agency committed to helping companies generate more revenue through new business. The firm offers a team of experienced, talented people and proven technologies to attack your market, transform your business, and build market share.

MarketCrest believes that for each dollar spent on online or digital marketing, you should reap at least 2-3 times your investment in meaningful revenue. Contact the experts in driving online leads and successful conversions through well-designed digital marketing campaigns. The firm offers four different levels of ongoing digital marketing support or a specially customized program that meets your objectives.

Visit the MarketCrest website to learn more about our capability and sign up for a free one-hour discovery consultation to learn more about digital marketing strategies that can move your business to the next level.

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The Ultimate Guide to Online Reputation Management

The Ultimate Guide to Online Reputation Management

Welcome to the world of online reputation management, where one ill-timed tweet or potentially offense comment back to a reviewer can easily cost you your entire business.

In today’s world especially, it can be tough to know the best way to manage your brand’s reputation online. How can you ensure that you defend yourself and your business practices, while also making sure consumers know you value their opinion?

That’s what online reputation management is all about.

Read on to access our ultimate guide to getting it right.

Step One: Find Out What They’re Saying

We get it: it can be incredibly stressful to think about Googling yourself or your business to know what people really think of you.

However, if you don’t face the music, you have no chance of improving — and you’re telling your customers that their opinion doesn’t really matter to you.

The first step of good reputation management is to do a quick search on yourself and your brand.

Read your reviews, make sure you’re aware of any online complaints, and even search your business’s name on social media marketing platforms like Instagram and Twitter. We also suggest setting up a Google Alert for your brand’s name.

This way, anytime someone posts something online related to your company, you know about it as soon as it happens. This allows you to respond to the comment, and control the situation before it gets away from you.

Don’t like what you see?

If unflattering or inappropriate pictures of you or your employees pop up, do what you can about getting them deleted. Also wipe your old Twitter page if needed, and close any college-era social media personal platforms.

Step Two: Control Your Narrative

So, you did a little bit of searching about yourself and your brand.

Unfortunately, you didn’t like what you learned. Before you start panicking that it’s too late, focus on what you can do to salvage the situation.

The first thing?

Build or completely revamp your personal website. This way, when people Google your name, that will be the first thing that comes up about you — and you can present yourself as a professional.

Next, start doing what you can to push those negative reviews, old photos, and social media missteps off the first page of search engine results.

Submit articles to industry journals. Start a blog. Create new social media accounts for both yourself and your business.

Step Three: Respond To The Negative

How you respond to a crisis or a mistake says a lot about your personal character — and your ability to maintain a level head.

Of course, we know that usually, keeping your cool when someone has insulted you or your business is easier said than done.

The number-one rule of responding to negative comments and reviews? Give yourself a few minutes — or hours — to calm down first. Don’t respond or act on defensiveness or raw emotion.

Instead, step away and get control over yourself. Then, really think about what the person was saying. Chances are that, even if they didn’t say it in the best way, they still provided some constructive thought or criticism about your business.

Even better?

Their review gives you the chance to prove to both current and potential customers that you want to listen to feedback and keep your customers satisfied.

Start by thanking the person for their review. Then, assure them that you’re going to follow up on the situation, both with the reviewer and the responsible staff/team member.

Next, ask them what you could do to make their experience better. Finally, offer them either a free or discounted service/product if they’re willing to give you another chance to make it right.

Step Four: Consider A Professional

Let’s face it — whether because of your age, your nationality, or even the amount of time you spend online, you won’t always know what’s appropriate and what’s not.

Further, you may not have the time or even the writing ability to craft an apology in the right way or to correctly respond to a review.

Sometimes, hiring professional marketers or an online reputation management expert is the best course of action.

First of all, they have the time to do the research into what’s being said about you online. Additionally, they have the marketing experience needed to prevent you from making major mistakes in the first place.

And finally, they have the resources to actually address and fix the situation — instead of just ignoring it.

Need More Help With Online Reputation Management?

Remember — managing your reputation online isn’t always about avoiding mistakes. Instead, it’s about knowing the proper way to own up to them.

Looking for a reputation management professional with the skill set you need?

We can make it happen. In addition to managing your brand’s online reputation, we also offer Search Engine Optimization (SEO), PPC, website design, and several other online digital marketing services to take your brand to the next level.

Don’t wait until it’s too late to start thinking about your online reputation management strategy.

Instead, spend some time on our website to learn more about how we can help you avoid making costly mistakes that severely damage — or even outright destroy — your brand’s reputation.

When you’re ready to take control of your narrative, reach out to us to get started with a free marketing quote.

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How to Reduce Your Bounce Rate and Improve Your Lead Conversion

Lead Conversion

Do you want to reduce your website’s bounce rate and improve your lead conversion?

If so, you aren’t alone.

Bounce rates measure the number of users leaving your website after viewing only one page.

According to ConversionVoodoo, the average bounce rate in the e-commerce industry is 33.9 percent. Even if you are on par with your competition, you will still lose nearly 3 out of every 10 visitors that land on one of your web pages.

But we can help.

Read on to learn more about how you can lower your bounce rate and produce a higher lead conversion on your website.

Improve Your Written Content

You can improve your lead conversion by improving the quality of your written content.

How?

Enhance the readability of what you write. Consider who your target audience is and what they want to read.

Are your products and services geared toward a more sophisticated consumer? If that’s the case, you can write at a higher level. If your audience is new to the industry, you may want to consider a simpler approach.

Your web content should be easy for visitors to read and understand.

Create a Smooth Browsing Experience

To maximize the value of your website to your business, you must create a smooth browsing experience for visitors.

If you don’t, you risk losing potential clients, often in the blink of an eye.

According to Amazon, a delay of just one second would cost them $1.6 billion of sales revenue each year.

Although Amazon is a reputable leader in e-commerce, this statistic shows the tremendous impact slow load times can have on any business.

You can create a positive user experience for website visitors by spending time on web design and testing the front end. This way, by the time your website reaches the public, it has few glitches.

Users will want to browse other web pages if you make it easy for them to do it. Cut down your load times and watch your bounce rate go down with it.

Add Blog Content to Your Website

Blogs allow you to increase lead conversion while also improving search engine optimization (SEO).

By writing regular blog content, you generate interest in your website while also showing your reader you are an authority in your field.

To do this, spend time researching hot topics and other trends in your industry. What are some emerging areas in your field? Are there any unique issues posed by changes in the technology your clients use each day?

Your blog content should be relevant to your audience and provide them value. If you create well-written blog content that continually interests your readers, you can create a following over time.

Blog content also has a positive impact on your website’s SEO.

According to Axonn Media, a company with blog content has 434 percent more indexed pages–pages included in search engine results–than one that doesn’t.

Open External Links in New Windows

The external links on your website should be set to open in a new window.

If they open in the existing web browser window, your visitor is immediately taken to a new website. In short, they have “bounced” from your site and may not return.

However, when external links are set to open in a new window, you eliminate that risk. Your website remains open in its existing window and you avoid a user having to use the back button to return to your content.

Multiple back button clicks for a user can result in “back button fatigue”, according to UX Movement.

For example, if your user opens an external link that doesn’t open in a new window, they’re taken directly to the external website. Then, they may click one or more links on the external site.

If they decide they want to go back to your website, they may not be able to find it easily. Clicking the back button multiple times is tedious and load times on the external site may be slower than yours.

Mobile Optimization Matters

Your website should operate seamlessly across desktop and mobile platforms. From a user’s standpoint, it matters now more than ever before.

According to StatCounter, mobile web browsing surpassed the desktop for the first time in October 2016 when 51.3 percent of users accessed the internet through a mobile device, like a smartphone or tablet.

Mobile web browsing has been trending upward since 2009 when the study began. And with the continued advances in mobile web technology, it’s showing no sign of slowing down in the future.

As a business, focus on ensuring that users have the same experience on your website, whether they access it from their smartphone or laptop computer. Website optimization for mobile has never been more timely.

Wrapping Up: Improve Lead Conversion on Your Website

In today’s digital age, your website can be a potential client’s first (and only) impression of your business.

You need to make the most of this opportunity and send a positive message to that would-be client.

How can you do that?

Have a professional web design and fast load times.

But drawing a visitor to your website is only part of the process.

You need to decrease bounce rates and improve lead conversion to generate more interest in your business. More interest then creates higher revenues.

At MarketCrest, we have an award-winning team built to support your revenue goals. We’ll help your company grow and stand out from the competition. We’ll work with you to identify marketing opportunities and increase revenue.

Contact us today to learn how we can help your business develop a stronger web presence.

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What to Check for When Performing Website Optimization

What to Check for When Performing Website Optimization

Website optimization is a necessity for businesses, organizations and every other entity with a web presence. Proper optimization and maintenance will guarantee your website functions as a meaningful marketing tool. Below, we delve into the basics of website optimization that will keep your website in tip-top shape. A website provides a positive impression that your business needs to make connections with visitors of all types.

Website optimization makes sure your site is current and found online. The presentation and functionality of your website really is an important competitive advantage across all industries.

Website Optimization: Where to Start

Set the stage for your website checks by taking some preliminary steps that will make the entire process that much more efficient. Start by installing Google Analytics and sign up for Google’s Webmaster Tools. Confirm your website, establish a backup service and coordinate daily database backups along with full site backups on a weekly basis. These should be stored on a distinct server. Several high-quality backup services can be found online, just search for them on Google.
Amazon S3, Google Drive and Dropbox are typical for remote servers.

Website Optimization: Regular Website Checks

The website should be checked at least once every week. Each page on the site’s front end should load without errors. Plugins and the Content Management System should be updated. It is not enough to perform daily backups. Take the next step by storing these backups at an off-site location. Go through the pages to find if there are any broken links. If you find spam comments on certain pages during website maintenance, remove them.

Take a close look at all forms to guarantee they are functioning as designed. If there are any 404 errors, resolve them by re-directing or remedying links. If there are any problems with emails transmitted from the web server, note and resolve them as quickly as possible.

In terms of marketing, ally with a content marketing team to help you create weekly blog posts to share with colleagues and followers.

Website Optimization at Extended Frequencies

Conduct Website Maintenance Checks Monthly, Quarterly & YearlyMonthly website optimization can commence with gauging the loading speed. If it is in excess of three seconds, discuss the matter with your web developer to enhance speed. From a marketing perspective, it makes sense to transmit a monthly update to those on your email list.

The monthly check is also the time to review security scans, Google Analytics website statistics and local searches.

Consider what your most and least popular content is and repurpose the best of it. Pinpoint the best source of conversion and specific pages visitors come from and consider optimizing them with frequently searched keywords and phrases. Analyze all of this information in-depth and alter your content as necessary.

The quarterly website maintenance check should be a thorough review. Consider what aspects of the site can be improved. Take a close look at the website content, graphics, photographs and so on. Is everything up-to-date? Consider if it is possible to enhance this content so it is more current. The quarterly website optimization is also the time to review and modify meta titles and meta description tags.

Check the uptime logs to boot. If uptime is below 99.9 percent, meet with the web host to find out how it can be improved. If the web host can’t help bring this figure up, consider the merits of other web hosts. This is also the time to check backup health by restoring the latest backup to a distinct web server.

Review the tasks performed on a regular basis and determine if they can be automated to save time and effort. Validate the site for use on mobile devices, accessibility and CSS/HTML. If you run online advertising campaigns, review and adjust them each quarter to meet goals.

The quarterly check is also an opportunity to perform some testing. Test the automated messages, forms and the website itself. Make sure the site looks good on all different types of computers, laptops and mobile devices. Alter the forms and automated messages in an effort to boost your conversions. It should automatically integrate with the CRM as well as the email marketing system.

Conduct Annual Website Checks

The annual website check is a time to consider improving the website’s user experience design as well as its aesthetic design. Implement changes as necessary to keep visitors stimulated and intrigued by the site’s presentation. Update the website footer copyright date. Renew the website domain name if necessary. Review all of the site’s pages to ensure the content is accurate and still relevant. This is also the time to review the website strategy to ensure it is fully aligned with your idiosyncratic business goals.

 

About MarketCrest, LLC:

MarketCrest, LLC is an award winning, full-service marketing firm focused exclusively on Marketing Consulting & Services that drive revenue growth. Simply, we exist to help our clients compete and grow… and we expect to be held accountable for their improved performance.

MarketCrest, LLC
105 S. Tennessee St. Suite 103
McKinney, TX 75069

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