3 Ways to Connect Customers During Digital Discovery

Now, more than ever, consumers are looking to have authentic interactions with business. In fact, we live in a digital-first world and 90% of consumers consider authenticity to be one of the most important factors in determining which brands or companies they support. Although the global pandemic of 2020 accelerated a digital shift for businesses all over the world, many businesses have lost sight of their voice and identity; getting so swept up in digital platforms and best practices that they forgot who all their efforts were for – people.

How Do We Build Human Connections in a Digital World?

Use Real People

Human beings have been using images to share information with each other since ancient times (think: cave paintings). Featuring people-focused imagery on your website, socials, and other digital platforms promotes trustworthiness with consumers and creates a stronger emotional connection between themselves and your business. Stock photos are an option but to make it truly real and build connections, use your people. Your team, friends and family can be a great way to crowdsource real models. If you’re selling a product, be sure to take photos on people that shows fit and scale. It also makes it feel more personal.

When you think about what to photograph and where to shoot; plan out scenes that allow visitors to picture themselves benefitting from your product or service. If you’re a local business, try to work in a local feel to your photos. If you’re not a great photographer, try to take outdoor shots or look for a local intern who’s studying photography.

Build Stronger Bonds with Video

It doesn’t get any more “real” than video. Moving pictures (i.e., video) has always done a wonderful job of telling a business’s story and engaging a targeted audience. Compared to images, videos tend to be more immersive, more informative, and more attention-grabbing. According to a recent study just including video on a landing page can improve conversion rates by 85%. Videos allow us to connect in a way that pictures do not. You can use videos to tell your story, share customer reviews and demonstrate products or services.

Videos allow your audience a chance to get to know the human side of your business. Lean into your company’s personality, Be Yourself

Create a Brand Voice 

The words and imagery you use to express your business’s messaging make up your brand’s voice. Because familiarity builds trust, consistently communicating in a specific voice is essential because it delivers information to customers in a style that they are acquainted with. This is about building on being yourself. This will allow you to connect with the types of clients that will connect best with you.

It does not matter if your businesses is relying on keyword-heavy blog articles to attract a new customer or ongoing social media efforts. No matter the digital discovery efforts your business is using, remember to focus on being authentic and creating human-centered experiences for your online clients.

How to Use Google to Grow Your Business

Key Takeaways

How someone uses Google will vary based on their current need and position in the buying journey.

Focus on optimizing content for the need of your audience based on the position they are in in their buying journey and not on keywords or phrases only.

Do you really understand how people actually use a search engine? This question is important in planning out your digital marketing strategy and writing content for your website. Let’s look at how we use search engines today.

We use search engines to:

  • Ask questions – Should I go on a trip? What is the value of this item I want to buy? Is there a local business nearby that can I can buy something from?
  • Get ideas – we type in what we want and then watch for the other options Google offers up. Or we look at the results and what others searched for. This gives us more ideas and sometimes new direction.

Understanding how we use this tool is important to help us better understand our clients and customers and how they use search. 

Search Engines or Recommendation Engines?

Google has grown in how it works. It has adapted to our needs – this is what AI (artificial intelligence) is all about. The adjustments and changes Google makes to help their customers (i.e., our customers) means we have to change too. Businesses can no longer just create content to appease an algorithm, adding just keywords and phrases. We need to be thinking about the needs of our clients and what they are using Google for at each stage of their buying journey. 

Understanding the Funnel 

The marketing funnel is an important visual and provides context to discussing the needs of your potential customers and clients. Plan out your content strategy around the questions that often arise at each stage. These are often what clients are Googling and will connect with when they come up in search results.

The marketing funnel is an important visual and provides context to discussing the needs of your potential clients

sweor.com

How Do You Know?

Not sure how to find out what your clients or customers are searching for? Listen to them. Observational data is one of the best ways to create a content plan. Outline the questions you hear most when you’re chatting with your audience. Then create stories and content around these important areas. You have an unlimited list as long as you listen to what your customers have to say.

Technology Therapy Is Here to Help

6 Tips to Move Customers from Consideration to Purchase

How do we get a customer from “I know you exist” to “I want to buy from you?” This important question is a query many small businesses struggle to answer every day. 

This waiting game, known as the consideration phase, plays an important part in every buyer’s journey and knowing how to play is vital to the success of every business. Here are 5 things you can do to help nudge your customers from consideration to purchase.

#1 – Answer Their Questions

Clients or customers all have similar questions when purchasing a product or service. Bring them up and answer them early. These apprehensions, while common, are easily remedied when addressed quickly and clearly. Building rapport and establishing a relationship built on trust with your customer is key to helping them feel comfortable in taking the next step.

Whether your business sells products or services, these common concerns are important to address in the early stages. 

When You Sell a Product When You Sell a Service
What is the return policy?What if I’m unhappy with your services?
What is if breaks? Fades? Or No Longer Performs as expected?How long is the contract? Is there an exit clause?
What is it made from?Who will I work with?

#2- Be Clear and Succinct

Words have power and many times we use too many words in our messaging. Step back and look at your communication style. Are you being crystal clear about the problem you can solve for your clients and customers? Or are you being clever? Does your client have to read between the lines?

A clear message will help move your customers through the funnel. Clarity builds trust in the mind of the customer. We feel more comfortable with people who can break things down quickly and simply.

#3 Design Makes a Difference

Clarity is not limited to only your words. The concept applies to your visual design as well. How you plan the layout of your physical business location, website, and even your social posts, can help your customer feel better about working with you. Make it easy for your potential client to consider your business through clean and simple designs.

This is not always an easy task. Many business owners try to put everything out there, but clutter leads to confusion. Keep your digital design simple and if you have a lot of information that absolutely must be included, trying using bullets or shorter paragraphs. This will give the visual illusion that things are bite sized. 

#4-Timing

They say timing is everything when it comes to relationships, and this applies to your budding relationship with a new customer, too. Timing, in this scenario, involves being easily found when someone is seeking out your service or product. Optimizing your search channels is the easiest, most effective way to accomplish this.

Staying top of mind is another way to connect with your audiences. How many times have you heard, “I was just thinking about you when I saw your social post or email?” This is no happy accident. They saw you because you’re staying steady and remarketing to them. This makes it seem like kismet when it’s actually just consistency.

#5-Incentivising

Everyone likes a special offer, and when you’re trying to gently nudge a client from consideration to purchase, an incentive can be the push they need to go even further down the funnel. For some buyers, it can be something as simple as “free shipping” or “gift with purchase.” Others may prefer a “try before you buy” offer or a small discount. Enticements can motivate someone to take that next step and help them feel better about the decision they made.

#6 Credibility

Your buyer wants to know you’re the best at what you do or what you make. Your client wants to know you are passionate and reliable. Sharing your personal story and passions is one of the best ways to build credibility and move someone from consideration to purchase. Credibility can also be displayed through industry certifications, customer endorsements, or product reviews.

Your buyer wants to know they can trust you and that feeling needs to come from you. When you share your passion and ask others to share their reviews, you build your business credibility.

Social Selling and Generating More Leads for Jewelry Retailers

In-person and ready to get back to business, the Atlanta Jewelry Show welcomed the jewelry industry back to a live event on March 5-6, 2022. The AJS has always prided itself on bringing industry experts together to celebrate and advance the jewelry industry. And this year was no exception as they partnered with Technology Therapy Group for a 1-Day Digital Marketing Intensive featuring TTG President and Lead Trainer Jennifer Shaheen. For over 20 years, her supportive and growth-oriented approach has encouraged and inspired audiences to make meaningful, profitable changes for their small businesses in the evolving world of digital marketing. 

Virtual Selling

An experienced instructor and engaging speaker, Jennifer lent her expertise to the importance of virtual selling in the jewelry industry. “Virtual selling is online shopping.” There is a need in the jewelry industry to bridge the gap between online and in-store purchases and bring that personal connection to eCommerce. As Jennifer explains, “Virtual selling has gone mainstream,” and retailers need to give their customers an authentic personalized experience. Every cloud has a silver lining. Due to the pandemic, shopping online is becoming easier by the day, and luxury items like jewelry that have typically been difficult to access, have discovered a novel way to reach a wider public. 

Social Selling

We all know where people are spending most of their time. The answer is social media platforms. Jennifer discusses harnessing the power of social media platforms to generate more leads. She explainsthat social selling is the process of using tools like Facebook, Instagram, and Google My Business to create relationships and deliver value to shoppers. “Social media selling establishes two-way conversations and private chats where jewelry retailers can engage shoppers by posting a picture of a piece and then selling it directly to them.” This process shortens the sales cycles, increases brand visibility, and improves customer rapport.

Improving Sales with Videos

When it comes to jewelry purchases, shoppers not only want to see the piece, but they also want to know its scale, and posting video content can be highly effective. Amping up your video marketing strategy can set your jewelry business apart from the competition. As Jennifer explains, video content means using videos for promoting and telling people about your product. It helps increase engagement on your digital and social channels, educates your audience, and allows you to reach them with a new medium. “It doesn’t have to be a professional videographer either; jewelry stores have the best lighting.” Having a sales associate try on the piece and explain what it is can resonate with the customer and provide a call-to-action to encourage viewers to purchase. 

Start Me Up! What to Do When You’re a New Small Business

Key Takeaways

Conducting Market research will empower you to make the best decisions for your business.

Learn who your customers are, their buying habits, and what drives them to your business.

Capturing data will help you determine how much business you could possibly do and how you’ll adapt to the marketplace.

Having a well-organized website with appealing visuals and quality content is your best marketing tool.

 

One thing is for certain: the ongoing global pandemic has brought on a tidal wave of entrepreneurialism in the United States. According to data from the U.S. Census Bureau, entrepreneurship grew at a record pace in 2021, with more than 4.6 million applications for new businesses filed through October 2021. That’s a 24 percent increase from 2020, and applications are showing to increase more in 2022. Whether your new business has been a planned lifelong dream, or the pandemic nudged you in that direction, congrats on taking that huge first step!

As you probably already know, starting your own business is no easy task, and it requires a lot of time and effort. Let’s look at some ideas to help you grow your small business in size and reputation.

How to do Market Research: Finding the WHY

You may be asking yourself – Why do I need to do market research? Small businesses already have a lot of day-to-day operations to handle, which doesn’t leave a lot of time to do research, especially if you need to learn how to conduct market research in the first place. But if you don’t periodically check in with your audience, you could be missing out on valuable business and revenue.

According to Salesforce, market research empowers you and helps you make the best decisions for your business. But before you dig into full research mode, you’ve got to do your homework first.

To understand the reasons why consumers will buy your product, you may want to use these questions to guide your research:

  • Who are your customers? Create a buyer persona: describe them in terms of age, occupation, income, lifestyle, educational attainment, etc.
  • What do they buy now? Describe their buying habits relating to your product or service.

Also, don’t forget about your competitors! Before you kick off your startup marketing campaign, look at comparable businesses in your area. If your business has two partners, look for businesses run by partners rather than a large advisory board. With all this data, you will be able to determine how much business you could possibly do and how you’ll adapt to the marketplace – and beat the competition.

“When you conduct market research, you understand your customers, competition, and industry better, and can make data-based decisions that will help you succeed.”

– Salesforce

Small Business, Big Data

Now that you understand the “why” behind market research, capturing data is pretty straightforward. Here are a few:

  • Personal Data – age, gender, geographic location, etc.
  • Engagement Data – how customers interact with your business’ website, mobile ads, social media pages, etc.
  • Behavioral Data – purchase histories and product usage information.
  • Attitudinal Data – metrics on consumer satisfaction, purchase criteria, product desirability. 

If You Build It – They Will Come

Once you know who your audience is, the next priority is to build a well-organized website where customers can learn about and buy your product or services. Your website is your best startup marketing tool, and a website with appealing visuals and quality content can set you apart from your competitors. While 35% of small businesses without a website believe they are too small to have one, we think that all businesses should have a functional, easy-to-use website, no matter big or small your business may be. Here are some suggestions:

  • Build an SEO friendly website
  • Do extensive keyword research before creating your website content.
  • Incorporate your primary keywords into all your website landing pages, titles, meta descriptions, etc.
  • Take care of technical aspects like page-load speed and website design.

We know startup marketing can be a tough game, but the good news is that you don’t have to do it alone. We can help perfect your message with one-on-one sessions and web support packages to help you navigate every aspect of digital marketing.

And if DIY digital marketing is your thing, check out these training sessions to help you nail the basics to start off strong!

Spring Updates to Spring Forward Your Digital Marketing

Key Takeaways:
Updates to Google ads editor and Facebook will help you automate more of your ads.

Connect with your customers on Instagram this spring by scheduling your lives and utilizing Partnership Inbox.

Have your voice heard with LinkedIn’s new Podcast feature.

TikTok is rolling out all the stops to ensure marketers can be successful this year.

The only constant about the internet is that it’s always changing and social media is certainly no exception. With constant platform updates, new features, and new rules, no one can be expected to always be up-to-date on every platform change. That’s where we come in. Social media is an integral part of your digital marketing, so it’s important to understand how you can best make use of what it offers to improve your brand reach and customer acquisition.

What’s New with Google Ads?

In 2021, Google generated 209.49 billion dollars from ad revenue alone. There’s no shortage of businesses advertising with Google Ads, so staying up-to-date is key for successful marketing. Introduced just last month is Google Ads Editor v2.0. The new version will allow for marketers to create and edit performance campaigns directly in the Google Ads Editor as well as automate common tasks and much more! The popular search engine is also releasing a new visual search layout for mobile devices, presenting photos of the searched item at the top of the results to help consumers find exactly what they are looking for. The change is still in the works, but you can try it out on your own mobile device by searching up trial searches like “hand tattoos” or “game room design” on your smartphone. These changes may be able to improve click rates and site traffic. If you’re unfamiliar with Google Ads, get to know the basics before diving in so you can get the most out of your marketing efforts.

Moving Forward with Meta: Facebook and Instagram Updates 

Facebook is making things a little bit easier for marketers this spring. The rollout of Meta Advantage will allow for the automation for parts of your manual campaigns and Advantage+ for the automation of your entire campaign! Additionally, Automated Shopping Ads will roll out shopping campaigns later this year. Marketers can expect to be able to automate the optimization of ad creation, targeting, placement, and budgeting. While most of this is just simple rebranding, these changes can help increase return on ad spending and reduce costs to businesses. Get the most out of your Facebook Ads by getting them to work for you!

Changes are also being made on the Instagram side of Meta. For example, while you may already be seeing this change, product tags will become available for all US users over the next few months, which will change the game for small businesses looking to be discovered organically. Businesses can also schedule their Lives right on their profile as of January, giving customers a better chance to interact directly with businesses as live times can be clearly displayed on a business’s page. Finally, say goodbye to missed opportunities caused by a full inbox! In case you missed it, late last year the Partnership Inbox rolled out, displaying partnership messages under “primary” rather than “requests.”

“Is This Thing On??”: LinkedIn Introduced Podcasts

As of February, LinkedIn now has a podcast network where business can host shows about their business, helping brands get closer to their target professional audiences. Along with facilitating connections, LinkedIn also introduced Event ads and Boosted posts back in May of 2021. If you missed the update, no worries! Now, your posts can be directly promoted from your brand’s page. The posts can only be “boosted” one time, but nevertheless, the update will allow for brand owners to broadcast messages to a larger audience without any new marketing tools.

TikTok But Make It Business

Everyone’s favorite short-form video app is coming out with several new updates that can be useful for marketers, so throw on your favorite swim cap and let’s dive right in! First, search ads are rolling out right now! While keyword targeting is not yet available to advertisers, TikTok search ads give advertisers a great opportunity to get their product in front of potential customer who specifically are searching for products of that genre. Second, videos with 10-minute maximums are also rolling out (very slowly, as is TIkTok’s specialty) to users. While longer videos might not be necessary or even desired at times, the longer option presents businesses with an opportunity to keep viewers engaged longer and eliminates the need for multiple-part series. Finally, TikTok will become shoppable in 2022 with a one-click checkout feature. This update will likely cause a huge increase of purchases from influencer videos and make the shopping experience easier for customers.

Overwhelmed with all these changes and not sure where to start?

Work with a Marketing Mentor to explore the opportunities the latest platform changes can provide to your business.

Your Customers Want Personalized Experiences

KEY TAKEAWAYS:

Consumers have come to expect brands to know them well and offer solutions that fit their needs.

You can create marketing campaigns that resonate with your target audience by collecting, analyzing, and effectively using information about consumer demographics, interests, and behaviors.

If your personalized marketing strategy isn’t appropriately tailored to each individual, they won’t feel engaged and are less likely to purchase from you. 

With customers constantly getting bombarded with advertisements, it’s more important than ever before to incorporate personalization into your marketing strategy. Today’s consumers have come to expect brands to know them well, offer solutions that fit their needs and provide them with excellent customer service both before and after the purchase.

According to recent research, 80% of customers are more likely to do business with a company that personalizes the customer experience. So, investing in resources and efforts to create a more personalized customer experience can significantly impact your ability to attract and engage with them. 

But what do customers want when it comes to personalized marketing? Let’s take a closer look at why personalization marketing is the way to go.

Meeting Customer’s Expectations for Personalized Experience

The importance of personalization is easiest to grasp when you think of your own experience as a consumer. When you’re on a brand’s website, do you appreciate receiving personalized recommendations and offers? You probably do. A survey of 1,000 US adults by Epsilon and GBH Insights found that most respondents (80 percent) want personalization from retailers. Like most consumers, maybe you’ve even come to expect it as an integral part of your online experience.

Once limited mainly to targeted offers, personalization now extends to the entire customer experience. This means that customers want personalization throughout their interactions with a retailer with multiple, personalized touchpoints that enable them to allocate their time and money according to what they want.

Personalized marketing can transform your business and make it stand out as a value-providing, popular brand

– Constant Contact

In the best personalized experiences, retailers make the customer part of the dialogue and leverage their data to create one-to-one personalization. Customers receive offers with brands targeting them specifically with broad-based offers, but simultaneously, targeting them as individuals, with products, offers, and communications that are uniquely relevant to them. 

Think of it as an evolution from marketing communications to digital conversations, with data as your starting point.

How Can Personalization Help Your Business

Whether your online retail company is just starting up or has reached the point of maintaining a well-established customer base, personalization is basic etiquette. 

There are numerous advantages of personalized marketing for both businesses and consumers. By collecting, analyzing, and effectively using information about consumer demographics, interests, and behaviors, you can create campaigns, content, and experiences that resonate with your target audience.

According to a recent survey, 90% of marketers say personalization significantly contributes to business profitability.

– Think With Google

When strategies are implemented successfully, the following benefits come into play:

  • Improved Customer Experience
  • Drive Revenue
  • Increase Brand Loyalty
  •  Create Consistency Across Channels

Marketing personalization aims to truly engage customers or prospective customers by communicating with each as an individual.

It’s More Than Crunching Numbers:
How TTG Can Help

From entertainment brands like Spotify, Netflix, and Amazon to tech brands like Google and healthcare providers too, all industries and companies are betting big on personalization. Mere first-name inclusion has become a bare minimum. Remember, flattery lies in personalization.

Start Getting Personal

Consumers demand more personalization throughout the buying journey now more than ever. If your personalized marketing strategy isn’t appropriately tailored to each and every individual, they won’t feel engaged and therefore are less likely to purchase from you. 

Looking for ways to market your small business? We can help you perfect your online presence and serve your customers better. Whether you work 1-on-1 with a mentor to map out your personalized marketing strategy, or you hand the reigns to our experts via digital ad packages. No matter what, we’ve got you covered.

And if DIY marketing is more your style, check out these training sessions to help you personalize your marketing:

It’s SEO Biz, Baby: Shifting to Google’s Newest Analytics Software

Key Takeaways:
Google’s Universal Analytics has become obsolete

Upgrading to Google Analytics 4 will allow businesses to get greater value from the data they collect

The new software is easier for beginners, has higher ROI potential, and increases privacy for consumers

Google Analytics 4 shows the full story of the path through your funnel with cross-platform reporting

Data-driven marketing has become an indispensable resource for small business owners, regardless of their industry. A flower shop owner wants to see what their demographic actually looks like. A fine-dining restaurant needs to understand if their website stacks up to competitors. A jeweler must have an idea of what their conversion rates say about their sales. No matter your business or brand, utilizing analytics is an essential (and unavoidable) part of your marketing strategy. This is more of a recap than any sort of breaking news, but it’s important to understand where big data began before we get to where it’s going.

If you’ve tracked your analytics from early on, you might have gotten the vibe that things are changing. Consumer behavior has outgrown the outdated models of data; to put it simply, what you’re collecting from your customers may not be helping your marketing efforts as much as it used to. One element of this is due to multi-platform engagement and the majority of clientele moving to mobile. Another aspect is we are getting more data than we know what to do with.

You don’t have to be a data geek to grasp the fact that SEO powerhouses will respond to customer needs and try to get one step ahead of a trend. The first one to do so might be fairly predictable: our good friends at Google. Last month, Google announced that they will bid adieu to Universal Analytics beginning in July of 2023 with final processing of hits ending in October of the same year.

It Was Fun While It Lasted:
Why Universal Analytics Has Got to Go

Google’s Director of Product Management elaborated on the company’s reasoning for sunsetting on UA when they first shared the news: “Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies. This measurement methodology is quickly becoming obsolete.”

That statement perfectly explains things to analytics fanatics (like us), but might not say much to the average Joe (you know the guy, staring blankly at his website traffic, wondering what it all means). Don’t worry, this is the stuff we live for helping our customers with. The switch to Google Analytics 4 marks a monumental shift in the world of data and SEO. Forbes article dove into the current state of business intelligence without naming Google; the article broached the subject of needing more from our data. The desktop-minded Universal Analytics gave us the Who and What with demographics and timed sessions; Google Analytics gives us insight into the “why” behind your consumer’s moves.

Google Analytics 4 is an entirely new product, not an iteration of the Universal Analytics system which was launched back in November of 2005. Think of what the world wide web looked like at that time, just five years after Y2K; we were using dial-up to hop on AOL Instant Messenger and scrolling through MySpace. Though Universal Analytics was phenomenal at changing with the waves of technological developments (that never seem to stop crashing down), the software couldn’t keep up with consumers. Google knew that it had to develop something as intelligent as users in a way that would benefit businesses; Google Analytics 4 will honor the legend that was Universal Analytics while offering the data dilemma we’ve been waiting to solve.

“Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies,” Russell Ketchum, director, product management at Google, said in the announcement. “This measurement methodology is quickly becoming obsolete.”

Forbes

Gearing Up for Google Analytics 4:
The Newest Normal in Data

We first heard about Google Analytics 4 over two years ago; it was brought onto the scene to better assist businesses in understanding their data to make informed decisions. In March of 2022, Google decided that the software will be a standard rather than a choice and they’re confident businesses will be happy with saying farewell to Universal Analytics. There are tons of improvements that will come with the software, and that goes for your customers as well as your company. You will be able to offer your consumers more privacy while delivering a better overall product. Google Analytics 4 takes a lot of the mystery out of digital marketing and ultimately creates a more meaningful experience for everyone involved.

Google says privacy is a pivotal part of the new product. Universal Analytics had privacy controls, but Google Analytics 4 has completely changed the game. Users are used to their information being used to target them in sometimes alarming ways. Consumers have become increasingly aware of how different platforms capture their details and turn around to market at them, not to them. Google Analytics 4 will squash this uncomfortable part of analytics by opting not to store IP addresses. In addition, businesses will be better equipped to use the information they receive from their customers and really get to the nitty gritty of their processes.

“The benefit of these event-based recordings is that it allows for cross-device reporting. Universal Analytics had limited support for cross-device reporting and usually required roll-up reporting to support it.”

-Phil Strazzulla for DataBox.com

Instilling a sense of trust and transparency is key in building deeper relationships with your consumers. You want their data to assist you in understanding the stories of who these people are, rather than looking at your market on a mass-level. Upgrading to GA4 will give your business the opportunity to revolve your marketing around your reporting instead of scrambling to make sense of it all. Google Analytics operates in an event-based manner rather than session-based. Google’s Ketchum said businesses will, “get a complete view of the customer lifecycle with an event-based measurement model that isn’t fragmented by platform or organized into independent sessions.”

The new model records any user engagement (page views, transactions, and social interactions) as an “event”; UA’s system records session-based interactions (grouping user engagements within a certain time frame). The most important difference between the two lies in functionality: GA4 allows for cross-device reporting while UA does not. Databox.com spoke with Phil Strazzulla from Select Software Reviews who went into further detail about what this data will do for digital marketing. It will essentially solve a major disconnect that existed when businesses looked at their data. The numbers didn’t bring in the bigger picture, but rather broke up traffic and interactions in a way that didn’t tell the full story. Having access cross-platform insights will show companies how their consumers operate across sites (and more importantly, through their funnels).

It’s More Than Crunching Numbers:
How TTG Can Help

We know it can be hard keeping your head above water on the web. Technology Therapy’s team works to provide a hub of easily digestible information for your business with solutions to help you get started. We thrive off of developing new tools that work with technology trends and then showing you what that means for the future of your business. Whether you have questions about digital journey or want to make sure that you’re up-to-date with your digital strategies, Technology Therapy is here to lend an ear or a helping hand. As Ferris Bueller once said, “The internet moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” We may have updated the quote, but you get it.

Have You Actually Explored Your Digital Landscape?

A graphic of a person holding a magnifying glass and social media icons next to them.

Key Takeaways:
Consumers make their first impressions by browsing your website (and it takes about 60 seconds).

Your website needs to do more than just exist; pay attention to the pages you have and the user experience.

All social channels are not created equal. Where should your brand exist and what should you be saying?

Don’t play catch-up with your customers. Businesses need to stay savvy as consumer behaviors change.

The digital landscape can seem like intimidating territory when you’re not used to navigating its endless, expansive reach. We’ve all had to become explorers of sorts, claiming our place on the world wide web and working to make purposeful footprints along the way. Your own landscape consists of each moving piece of your digital marketing strategy; from your website to social channels to your SEO efforts and advertising campaigns, every single move you make is part of your online empire. Even if your business doesn’t rely on online sales, its reputation will always be digital-first. Customers and clients click to find you and form a decision on their next move. If you’re not taking the time to audit your technological terrain, you might be making mistakes you aren’t even aware of. Let’s take a walk around your online world and make sure you’re putting your best foot forward for your customers.

Where to Start:
Websites 101

We’re all familiar with the saying, “don’t judge a book by its cover”, but in the digital world the rule is almost the opposite. Consumers have become increasingly savvy in connecting with brands and their first impression is made by browsing your website. Businesses should think of their website as a healthy mix of selling services and forming trust with their customers. You want to aim for an online hub that offers relevant industry information while seamlessly presenting your brand image in a way that best represents you. Pay attention to your pages and create meaningful content that is worth your users’ time.

Putting yourself in a user’s shoes is an innovative way to have an objective look at your website. Is the navigation intuitive? Can customers find what they’re looking for right away? Are your hours and services clearly stated or is the information muddled? Simply having a website is not enough, and it is key to give your site an audit from time to time. In order to be able to make urgent edits and have complete control over your CRM, you’ll want to know internally who has access to administrative functions. Ensuring your domain is up-to-date seems like a no-brainer, but many businesses fall short on keeping track of their renewals. There is nothing more embarrassing than a customer receiving the dreaded, “domain has expired” message when visiting your site.

In the website world, time truly is money and you won’t get a second shot at drawing in a potential customer. Hubspot experts say, “the home page is the first impression of your business to potential customers. And although your time limit on making an amazing impression is several times longer online than it is in real life (62 seconds on average is spent by people viewing a website) you’ll want to make every second count.”

-Hubspot

Socially Acceptable:
Paying Attention to Your Social Media Platforms

Consumers look at your social media presence (or lack thereof) as a direct extension of your brand. What you’re saying (or not saying) matters as much as what you’re selling, and it’s imperative to pay attention to the channels you’re using to communicate. It’s likely that some of your customers will find your first through social and will browse your content to see the conversations you’re having with your audience. Your content should offer information that is relevant to the industry, include engaging participatory pieces, and establish a clear brand voice that is consistent on every platform.

Don’t fall into the rookie trap of thinking every channel is right for your business. Some social media platforms might not make sense for your brand; you’ll need to do an analysis of your intended demographic and see where they’re hanging out most online. It’s also essential that your social media content creators understand how to utilize different platforms. Messaging on Twitter should not be the same as on Instagram. Your Facebook profile should have its own identity separate from your LinkedIn. Take the time to create purposeful content for each channel and then schedule it out ahead of time. Customers will notice gaps in your postings and are also aware of when they’re being “sold to” more than informed.

Fluidity across each channel helps build on your established brand trust and lets your consumers know that you are consistent. Part of establishing this continuity is double checking that you have access to all of your current accounts, that old accounts have been deleted, and that your channels and handles are cross-promoted. As your customers become more well-versed on the web, you’ll have to do the work to keep up.

 Marketing has made a meaningful move as we all exist online. Conversations have to be more transparent and gimmicks have more or less fallen to the wayside. This shift to mainly digital marketing has made the industry more authentic in nature, and professionals have been forced to recognize that their consumers are just as savvy as they are. Forbes wrote, “Amid the shifting environment, brands will have to rethink their omni-channel ecommerce strategies, and develop new solutions to keep pace with changing consumer behavior.”

-Forbes

Here’s the Hard Truth:
You Might Need Support

Unless you’re an online Christopher Columbus of sorts, you might need some hand-holding while conquering your own digital landscape. It’s impossible to stay objective when viewing your own website or social channels and it’s even harder to be on top of trends in the digital marketing sphere. Our team of professionals understands everyone’s experience is different, every business has their own goals and objectives, and content will never be “one-size-fits-all”. TTG wants to be your co-pilot on your digital journey and help you better understand the digital direction you’re headed in.