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.
