Website Priorities For The Serious Marketer

Consumers Prioritize Detailed Information Before They Will Ever BuyWith Websites What Is Important For Marketers

While there are several powerful marketing & advertising channels (i.e. search engines, social networks, search & listing directories, email marketing platforms, etc.) online, consumers will always prioritize seeing information about your business. Everything else should be seen as a means for driving consumers inbound to that presentation! For those with a healthy ‘long term view’ for their marketing, here are the most important things to consider with websites.


The Priorities For Modern Business Websites: 

  1. Ownership & Control: Own your website and its URL outright! You should always be able to move from host to host, at will. If not, accept the risk of losing an accumulated investment of time and money. Many free, and even some yellow page company providers, sell traps that prioritize their own business interests over yours. No one likes being trapped and no one should accept the possibility of having to start all over again. Amongst many advantages WordPress serves, why accept anything less than ownership? (See: Why A Business Should Use WordPress?) 
  2. Content: We can’t emphasize investment in content enough! Don’t ‘throw up’ all over a homepage like so many business owners do. Rather use it to define a websites’ purpose. Then dedicate pages with a depth of information for every subject relevant to your business. Sooner or later buyers will need useful information on all of your strengths, products & services. And above all other signals, search engines wish to rank pages based upon their subject- specific usefulness to people! (See: https://www.kineticknowledge.com/content-options/
  3. Mobile Friendly: Over 50% of your visitors arrive on mobile devices and that percentage will only increase! Use software that is mobile- responsive / friendly to visitors on phones, tablets and on PCS alike. Not only is it best for YOU with consumers, but it is also a highly weighted competitive signal for search engines. If you are not mobile friendly, assume that Google does NOT want to recommend you in its search results. (See:  https://www.kineticknowledge.com/mobile-sites/ )
  4.  Host & Manage: Chose a host platform that serves fast loading pages or expect to disappoint people and search engines! The Internet, browsers, devices, apps’ and, unfortunately even, hacks advance. So should your website software! Most website solutions lag this reality, but to be out front of the curve and hardened against attack website software (and its host platform) should be managed! (See: https://www.kineticknowledge.com/hostmanage/ )
  5. SEO: It’s common for a business owner to say, “the website is just a reference for existing clients.” In this day and age we’d argue this thinking is narrow-minded. Even when referred by a trusted party, consumers will all still search. Use website software that, at least, offers search engine friendly support for on- website page SEO mechanics. Pages are ranked on up to 200 different signals, many on and many off page; however, be assured that visibility in searches starts with the on page mechanics of content itself!
    • Web Footprint: A website should forever grow a gigantic far reaching web footprint (See: https://www.kineticknowledge.com/digital-footprint/ ) of direct subscribers, back links, likes, shares, reviews and bookmarks … from all over the web. All of these off page signals are prepared to send someone somewhere at any time inbound to our pages! And, by the way, they serve as the off page signals that search engines use to rank your pages competitively! 
  6. Design: Always keep in mind that for visitors it matters what your brand looks like. Your website is an immediate replacement for window shopping. “Drag and drop” gets thrown around loosely by the bottom- dwellers of website software and its rarely ever good enough. Design can’t be one dimensional; it must accept SEO, security, lead capture and various other functions. There’s got to be cooperation so that aesthetic never undermines other required layers. Choose solutions that allow you to carry page URLs from design to redesign, so that a web footprint can remain in tact! (See: https://www.kineticknowledge.com/web-design-portfolio/
  7. Security: Like it or not, no one can guarantee your website security. What you must do, at minimum, is make sure that website code is updated in order to harden it against vulnerability to hack. Management matters as does personal computer use, but a serious marketer should also invest in highly regarded defense. Like, for instance, solutions that offer a firewall, daily malware scanning, two factor authentication and much more! Some may even guarantee they can clean a site that has been hacked, no matter the time involved. (See: https://www.kineticknowledge.com/wordpress-website-security-plan/ )

 

ONLY WordPress Meets All Of These Challenges

See: Why Use WordPress https://www.kineticknowledge.com/resources/wordpress/

Manage Reviews As Business Reputation Development!

Improve Your Marketing Via Reputation Management In 2017

The term reputation management refers to a business effort to try and control what a potential customer will see when researching. And understand this: it can no longer be controlled! The days of control or just managing have passed because there are literally Getting Reviews How To Improve Online Reputation | Kinetic Knowledge Monmouth County NJhundreds of search & directory listings for your business, offering anyone an ability to review it. In this day and age we should see it as reputation development opportunity! In order to thrive in an environment no business can control, it is essential to become proactive in the development of reviews that ultimately define a reputation.

So, in lieu of any control, how exactly does a business improve its’ online reputation?

The practice ultimately consists of a well executed plan to pursue reviews; to pursue each & every happy customer who might otherwise NOT think to give a review. Believe it or not, 99% of those potential positive reviews don’t happen BECAUSE they are not in the habit AND no one ever thought to ask.

Fast forward to a ‘ Reputation Development Plan ‘ in place: with management & employee buy- in, a disciplined approach to following- up with those happy customers for their review … and the odds of a GREAT reputation are dramatically increased. 

Getting Reviews = Quality Over Quantity = SEO

At first, it seemed like the more reviews you had the better as far as Google SERPS were concerned. And while more good reviews matter, Google’s goal when ranking a business in local search is to model the real world. In other words, the businesses that people talk about, hold in high regard and also patronize locally are the ones that Google wants to rank & feature in its’ results. And sure positive social media chatter matters, in fact it counts, but for purposes of this post we’re talking about reputation stemming from reviews. 

There is no longer any question, every business needs to pursue online reviews; however, the business should not only seek just good, but broad acknowledgement of specific products, services, personal care and/or even the environment that make it unique! The current online environment makes it nearly impossible for a business with poor products and/or services to hide for very long. While getting as many reviews as possible helps with search rankings, the competition is catching on. Quality is taking a front seat when it comes to both search rankings and also how people decide to patronize a business.

In other words, it’s no longer enough to be high on a search results page one. A business will also need to have high quality consumer chatter. And beware – the reviews must be genuine, both people and Google’s algorithms have their ways for identifying when a review is disingenuous.

People Are Changing The Way They Search For Your Business Service = SEO!

As people begin to change their search habits and seek out the best comments about a business, as opposed to simply the nearest business to fit their needs, the more quality reviews must be prioritized as a marketing practice. If a competitive business in the next town over has several 4- 5 star reviews, they are much more likely to see consumers not only choose, but even drive the extra miles! And many review sites, Google obviously leading for the sheer weight of their traffic, are beginning to prioritize the quality of reviews more and more.

So businesses must begin to not only think about getting those good reviews, but to even ask consumers to mention why they were happy or what they liked most. The quality will speak for itself to a degree, that even if the unwarranted negative review arrives, consumers will be able to make an objective decision understanding some reviewers may be unfair. 

Steps For Improving Reputation Online – For Getting Reviews 

  • Make it easy for the reviewers pursued to give that review!
  • Welcome honest feedback, preferably about the particulars!
  • When soliciting reviews, don’t do it blindly > qualify the source!
  • Summarized, make a disciplined plan for Reputation Development!
  • Opinion: Google obviously leads for the sheer weight of their traffic, so logic would have gathering reviews on a Google listing is good practice!

How Do You Manage Digital Marketing?

Digital Marketing Services | Kinetic Knowledge Monmouth County NJ

Outsourcing Digital Marketing | Kinetic Knowledge Monmouth County NJThese days nearly every single business relies, at least in part, on the Internet to both garner and measure their success. With that being the case, it is essential to develop an internet marketing strategy in order to outrank the competition!

So how exactly does a busy business handle its’ marketing? What gets any consumer to the website? Is there a plan in place? Is there dedicated staff to carry out a plan? If not, it’s likely more cost- effective to hire a professional internet marketing company.

What Are The Advantages Of An In House Marketing Team

There are times when in house marketing can be advantageous. You may not have the time to research a company to outsource to, the resources available and in this case your own in house team may be the answer.

  • You Are The Boss
    • When your marketing team is in house, you have full control and full access all of the time. You can be as involved as you would like to be in your digital marketing process and be there to see progress in real time. 
  • You May Save Money
    • If you do have an employee with the rare skills needed and the time available then you may be able to save money keeping your digital marketing team, in house. There are still going to be added costs for tools, areas where your employee may not have expertise will require time for learning, but when in house there is a unique vested interest that can actually reduce overall cost. 

When Does In House Marketing Become Disadvantageous

In house marketing has its advantages, but it can be time and/ or cost- prohibitive for some businesses and there are other risks or potential problems. Here are some of those in house marketing disadvantages.

  • You Are Not A Marketing Expert
    • You know the ins and outs of your business better than anyone. However, you likely lack expertise for what it takes to successfully market your business online. With experienced pros in Internet marketing , any learning curve is passed along. These are folks that excel with the tools & strategies needed to succeed in each aspect of digital marketing. They are there, doing the work each and every day.
  • You Don’t Have Time To Be A Marketer
    • With a business to run, you simply do not have the time. Internet marketing is incredibly time consuming. To effectively research & write compelling blog posts, strategic social media posts, copy for new website pages, that leverages all the correct keywords, headers, tags, etc. requires time. And its’ not a job a business should simply dump on an employees’ plate. Not if it’s going to matter. It will certainly distract them from the work they were already responsible for. All mistakes that will lessen any quality for a day to day deliverable.
  • You Need The Right Tools
    • It’s unlikely the correct tools needed are present, those needed to effectively market a business online. These are tools that help with keyword research, social media, SEO and everything a marketer needs to reach a target audience. Not to mention knowledge of what are the right tools! Tools already being used by marketing firms, all covered in their cost of hire.
  • In House Is Expensive
    • Most business owners assume that in house is less expensive. However, NOT outsourcing these tasks can actually be a financial cost for your company. It is estimated that in the next 5 years 15% of a business’s budget per year, will be going towards digital marketing. It may seem like a lot and lead you to believe you don’t have the room in your budget for that. But, consider the alternative. Hiring an employee to take over internet marketing in house can cost in ways you may have not even considered. The hiring process alone can be very costly and time consuming. Then of course there is training, health insurance, and payroll hassles to name a few. You also have to plan for vacations, sick days, the list goes on. Outsourcing digital marketing allows you to focus on the needs of your clients and complete the tasks needed to get done to protect your bottom line.

The Best Of Both Worlds: Why Collaboration Via Hire Can Work

  • Your third option is of course to do both in house and outsource your marketing team. If you have in house talent, use it! But, in those areas they lack expertise, find a marketing firm that can offer you help in those areas. This way, you will have the right people in the right positions. The key to this method, and the biggest challenge is communication. A few things that can be done to ensure smooth communication are:
    • Schedule regular meetings for each team to update each other on milestones and discuss upcoming campaigns.
    • Assign final creative approval to only one of these teams to ensure that your process is streamlined and your brand is properly and consistently represented.

Whichever method you choose, in house or outsourcing digital marketing, take the time to periodically reevaluate your strategies and be flexible. ANd remember that success in marketing is often a moving target.

 

Does Your Content Support Your Target Consumers’ Intent Online?

Content Research Copy Writing For SEO Kinetic KnowledgeWhat Is Your Target Consumers’ Intent!?

Simply put, building content that meets the consumers’ intent when she is researching produces MUCH BETTER business results! But what is the consumers’ intent and how can we attempt to be there with the right answers when they have that intent?

Nobody wakes up in the morning with a credit card and says, “just let me buy something.” That’s not the way that it works today. Especially not for more serious purchases, where consumers want to develop confidence pre- purchase. Nowadays they use their phones, in short bursts ( = micro- moments), to explore and research what they want to buy. Many brands still make the mistake of waiting until the I-want-to-buy moment to make their pitch. And slugging it out with everyone solely at the I-want-to-buy part of the purchase funnel is the hardest place to compete!

A better strategy is to reach them before the competitor does, such as during the I-want-to-know moments, to establish confidence & brand affinity! Start at the top of the funnel, where the largest addressable audience is available and a pipeline of leads can be built! Establish position as the authority and consumers will have this in mind as they progress on their purchase path.

Consumer Search

Consumer searches are generally one of three things: they are navigational, informational or transactional in nature. Based on this, we marketers must strive to meet the intent of our target consumer with the right types of response in our content. And yes sure the content needs to get indexed in search engines, but this works for marketers because it works for the consumer! In a time where consumers believe they can research anything they want, we need to consider earning their trust with the answers they seek! Why? Because consumers are more loyal to an immediate need than they ever will be to a particular brand.

Brands Beware- It’s NOT About You, It Is About Them!

According to Google, when conducting a search on their smartphones, 65% of those surveyed say they look for the most relevant information regardless of the company providing it. 51% of those same smartphone users purchased from a company/ brand other than the one they know because the information it provided was useful. For the marketer, it means that investigating intent will help to focus in on more specific consumer information needs. Look into things like the top category searches, searches that are trending and all the search questions relevant to the product or service category.

Ask yourself if you are truly serving the questions you would ask personally when YOU search for your own product or service purchase!? Identifying what’s most important to them and prioritizing the creation of answers for those intent-rich moments, where decisions are being made and preferences are established, is the key! When you provide the helpful content in these moments, customers are more likely to keep you in mind as they progress on their purchase path.

What are the key ‘Intent’ questions we should anticipate and then work to answer?

  • What do they want to learn about your products or services?
  • Why or under what circumstances do they want to learn it?
  • What are they doing with your products or services (e.g., baking cookies, buying a home, recovering from an injury)?
  • Would education and/ or instruction, maybe even ‘how-to’ video content’ support them?

In terms of content, are the answers to their questions available on your website yet?

Understanding Google’s Definition of Micro- Moments

Google introduced the concept of micro-moments broken down into I-want-to-know, I-want-to-go, I-want-to-do and I-want-to-buy moments to help marketers think about consumer intent. Again, 51% of smartphone users surveyed purchased from a company/ brand other than the one they know because the information it provided was useful. Each of the different moments reflects different flavors of intent and calls for a specific content response, so the next step is to map out what keywords & questions (Keyword + Where, Which, Who, Why, What, How and Are) consumers will use in their path to conversion.

  • Example I-want-to-go question searches could ( in the moment ) be “What to Do in San Francisco” or “Where to Stay in Miami.” Or maybe people are looking local and are considering buying a product at a local store. Serving this moment means getting your physical business address in their consideration in that moment. ‘Near me’ searches have grown to the degree 82% of smartphone users say they use them to find a local business.
  • Example I-want-to-know moments are likely more exploring or researching than they are purchase moments. Useful information, maybe even inspiration is the answer; whereas this is not a moment for the hard sell. Google says 66% of smartphone users search on their smartphone to learn more about something they saw in a TV commercial.
  • Example I-want-to-buy moments are huge, of course. Someone is ready to make the buy and need help deciding what or which one. Don’t ever assume they will seek you out so much as they will the right information. Interesting, 82% of smartphone users have consulted their phone while in a store?! What do they want to know about your product? A poor example might be the fashion retailer who concentrates solely on I-want-to-buy moments — “I want to buy a blue dress” for example. With such a narrow focus on JUST checkout, they missed the chance to position their clothing for what-to-wear-in-an-interview or maybe what-to-wear-to-a-business-dinner moments, a potentially big segment for business wear and blue dresses.
  • Example I-want-to-do moments can come before or after the purchase. In either case, these are ‘how to’ moments for getting things done or trying something new. Serving the right content is, again, the key. In fact, ‘how to’ searches continue to grow 70% year-over-year on YouTube. These are the I-need-to-fix-my-lawn-mower moments … the need is for immediate help with getting something done or learning how in these I-want-to-do moments. Because YouTube is so heavily trafficked video content can play a big role because it allows someone to learn at their own pace. Google says that 48% of smartphone users are more likely to buy from companies whose sites provide instructional video content!

Identify and prioritize the moments where questions can be answered, preferences can be established and then where decisions are being made! Do it before they get to a checkout.

Your messaging and content choices should stem from consumer intent and MICRO MOMENTS!