Archive for 'web'
Using visual search technology for your business is a great way to increase customer engagement. When presented with a paragraph of black and white text, it is unlikely that customers will remember much of it. However, studies have shown that the average person can recall 65% of the visual content they see up to three days later, meaning that using visual elements in your marketing increase customer retention.
Visual search technology uses images to conduct an internet search rather than keywords. This is particularly useful for businesses dealing with tangible products such as fashion items, decor, food, artworks and furniture. Visual search is expected to significantly impact the eCommerce world, with the rise of the image-based culture evident through social media platforms such as Instagram and Pinterest. One study found that 69% of young consumers preferred to shop based on visual-oriented searches. This is mainly because visual search allows customers to find what they’re looking for five times faster than text-based searches.
Implementing visual search also makes SEO easier on your part. Visual search technology has an image-to-text feature that tags image automatically, without you having to put individual tags for each post. This way, your images are SEO ready with tags you might not have thought about yourself to be discovered by customers.
Having a digital presence nowadays is crucial to getting the most out of marketing your business. However, being online puts you at risk of being a target for cybercrime, which means that you and your customers are at risk of being scammed or hacked. Business owners have legal responsibilities to ensure that their business and customer information is safe.
While social media platforms such as Facebook and Instagram have policies in place to prevent people being victim to cybercrime, it is still possible for hackers to dodge these measures and attack your business. It is therefore important that you implement your own safety measures to reduce the risk of being targeted.
Many cybercriminals target business’ social media accounts to get access to a large following of people they can trick or manipulate. It is crucial that your business account has a strong password consisting of at least 8 characters, with a mix of upper and lower case letters, numbers and symbols. Ensure that only authorised users have access to the business’ social media accounts.
When planning a social media campaign, think about ways you can prevent your campaign from being hijacked by hackers to keep you and your followers safe. For example, if your campaign is a competition that involves participation from your followers such as them uploading a photo, think about ways to keep them safe from hackers, such as discouraging them from geotagging their location and ensuring they don’t have their house or any other personal details evident in the picture.
Having a well-planned and engaging social media presence is nowadays a core aspect of marketing. With 77% of consumers more likely to buy from brands they follow on social media, it is important to plan your content ahead of posting to maintain a successful social media campaign, avoid any mistakes and ensure posts will help you achieve your business goals. Creating an effective social media calendar will often involve four key areas that can help you make the most out of your social media presence.
This is normally presented in a table format that provides details of what is being posted, such as the date and time for posting, content type, hashtags, the image and text to be posted and what platforms it is being shared on. It is also useful to integrate an evaluation section you can fill in after each post has been made that provides information such as reach, engagement, shares, comments, reaction, follower increase/decrease.
Plan content strategy:
It is a good idea to have a strategic content plan rather than just sharing whatever you feel like. This can involve determining which topics your content can cover and when, investigating the needs and wants of your audience and catering to them, and what order posts should be shared in.
When planning future content, remember that posts that may be relevant now may not be so appropriate by the time you actually post them. Check if any of the content is out of date and whether it can be updated or should be deleted. For more variety, try planning posts around a special event or holiday that is coming up to make content more interesting.
The evaluation part of a social media campaign is often just as important as the campaign itself as it provides insights of consumer behaviours, sales data, and the failures and successes of the strategies and tactics implemented. This is crucial to your company’s future as it will help determine how the next campaign should run based on an analysis of previous campaigns.
People typically associate evaluations with the end of a project, however, it is important to have regular, ongoing evaluations of your social media campaign to see if any changes should be made earlier. Ongoing analytic tools can be already integrated into the social media platform such as Facebook insights, Youtube and Twitter analytics, or can be third-party apps such as Buffer Analyse, Sprout Social, and Zoho Social.
It is also useful to gather qualitative data by reading comments and replies to understand the overall customer sentiment towards your business and releasing customer feedback surveys. Survey questions could ask customers what they thought about the company, products, or services before and after the campaign, what they think could be improved, and how likely they are to recommend the company to a friend.
After gathering data, it is a good idea to create a social media campaign report, as well as graphs and charts to analyse the information and determine what parts of the campaign were successful, and what aspects could be improved.
Spring cleaning your business isn’t limited to its physical space, you should be cleaning your online presence too. Whilst it is best to be constantly monitoring your online activity, a regular assessment and clean up can be beneficial. Here are a few areas of your online presence you can renovate.
Social media accounts and websites work best when constantly updated, however, this can create a backlog of content that could be hindering your SEO efforts. Content pruning is the process of running an audit of your website or social media account and removing or updating the low-value content. This can help you identify outdated pages, gaps in content and areas you have overworked.
Review security settings:
Online threats not only affect your business but can be passed onto website visitors too. You will need to check both the software you are using and the server operating systems are up-to-date to ensure all areas are covered. Consider also using a commercial service that will scan your website on a regular basis to check for malware and vulnerabilities. Once you’ve performed a security health check, update employees on any changes that may affect them. Employees need to be alert to the warning signs of an attack and the consequences that can result. Introducing cyber-security policies and procedures assist in educating and better preparing your staff.
When there is a significant change in a business, the last thing you would think about is updating your social media status. Some contact details or staffing information presented online may have become inaccurate and in need of an update. Remember to check internal links to social media if you change usernames or handles. This can also be a chance to change profile picture or cover photos that have been used for too long.
Following the best email marketing tips and practices can help create successful email campaigns that keep readers engaged and eager for more, but it won’t matter how optimised your emails are if you aren’t tracking the results.
When sending an email, businesses should review the purpose of their email marketing and figure out which metrics they will need to track to determine how they’re progressing toward their overall goal.
The open rate is the percentage of recipients who opened your email. By tracking this, you get an insight into how engaged your subscribers are. Your subject line is the most important factor affecting your open rate so if your open rate is particularly low you might want to re-examine your subject line strategy. Using a compelling or creative subject line will make readers want to read the content. Don’t settle for overused lines like ‘February newsletter’; use language that will engage readers to read further. Decent open rates range between 15% and 25%.
Click-through rate (CTR):
An email’s click-through rate is the percentage of email recipients who clicked on one or more links contained in an email. To calculate an email’s CTR, businesses need to divide an email’s total clicks by the number of emails delivered. CTR lets businesses quickly calculate the performance of every individual email they send. CTR is an important metric for all businesses engaging in email marketing to track, as it provides a direct insight into how many people on their email list are engaging with the email’s content and are interested in learning more.
The unsubscribe rate is the percentage of recipients who have unsubscribed from your emails. Tracking this will allow you to see how relevant your email marketing is and if it is keeping audiences engaged. A good way to discover the reasoning behind a subscriber leaving is to add a question or short survey for when people unsubscribe. This may help to improve your email marketing and reduce further people unsubscribing.
Including a Frequently Asked Questions (FAQ) page on a website can be a great time saver for businesses who deal with repeatedly asked questions from customers and clients. The best approach to optimise these pages correctly is to pay closer attention to the customer’s experience with the business and ensure the page is prominent on the website.
Talk to customers about their questions:
Before you write your page, you first need to find out what your customers actually want to know. For a business to understand and include the questions and answers customers want to see on a FAQ page, the business needs to ask its customers. To receive this information directly, a business can ask customers in-store, indirectly via an online survey or talk to those who work in the customer service side or business’s sales team.
Identify keywords and patterns:
The keywords on a business’s FAQ page need to support the questions customers want to be answered, just as customer questions should support the page’s keywords. When determining what keywords to include, more information is always best. Grouping similar questions together, with large headlines for each category, can help in presenting the information in an easily understood, systematic matter.
Don’t forget to update your FAQ:
Customer trends can change so it is important that a business updates its content to ensure it continues to answer customers questions correctly. If the information is outdated or not relevant, it can’t help customers so remembering to remove the questions that aren’t relevant will help customers to receive answers to any concerns they have without having to look through things that are irrelevant.
Social media bios are a small window into your company for potential clients. They can show your style, what you do, the promotions you are running or just be a fun read. A well written and thought out bio stands out from those that are lazy, audiences can tell if you treat your bio as an afterthought. The purpose is to get people to want to know more.
Know your voice:
Cohesion in a business is vital, there needs to be a clear message on what you are offering clients and how you are approaching them. It is very evident on social media when a business doesn’t know their voice, as content becomes disjointed and doesn’t show prospective clients who the business. Ensure the tone of your bio, post types and captions all lineup, whether that is professional, casual, humorous, etc. is up to you.
Link your accounts:
Most social media platforms have the option to link to a website in your bio, but it is also a good idea to link to your other social media accounts. As long as you are not overfilling your bio section, adding your other social media handles can help audiences to cross platforms, experiencing the different content you provide. This is also a good idea if you have separate social accounts for different elements of the business or support channels.
Content from your bio is searchable, giving you an opportunity to use keywords or phrases to direct traffic to your profile. Strong keywords relating to your industry or product/service offerings are good to strategically place in bios provided they make sense. Filling the space with words purely for searchable purposes may get you clicks but that doesn’t necessarily translate to new clients.
Although approximately 52% of the Australian population use social media, not everyone understands how online presence, both individual and work-related, reflects on a business. Your staff are representatives of your business meaning their online profiles can unintentionally affect your brand’s image and influence potential customers. While this isn’t always a bad thing, enforcing a social media policy and educating your staff on the importance of your business’ online presence can help to avoid mistakes and better prepare for issues that may arise.
For best results, don’t give full access to social media accounts to everyone, too many employees logging on and changing things can lead to misuse. Instead, define team member roles and accessibility when you first employ a social media strategy to help create workable boundaries. By delegating regular tasks to particular employees, like content posting or customer service, helps to create a routine that everyone can follow and accountability if there is an issue. This also establishes who is allowed to speak on behalf of the company.
Your employees’ online network can be a blessing and a curse to your business. To avoid reputational damage make sure your staff is aware that any inappropriate or harmful mentions of your business will be met with professional consequences. You should educate your staff on what constitutes unprofessional online conduct.
Instead, try encouraging your staff to highlight the positive aspects of work such as your office environment, special offers or workplace achievements. Make sure they tag your business whether it be on LinkedIn or Facebook.
Protecting your business from any kind of threat is a priority. When it comes to online security, however, many owners are not practising secure measures to properly protect their business. Small businesses are unfortunately too often the target of online scamming and should practice a number of strategies to ensure their online security.
Keep personal details secure:
Be mindful of how much personal information is accessible on your website and social media profiles. Back up your content and avoid using public computers or hotspots where possible. Ensure you are using password protection and that you choose your passwords carefully. An organisation-wide password policy can also go a long way in protecting businesses from online fraud.
It is common for small businesses to receive fake invoices which can easily be paid if not enough attention is being paid. Keep records of everything and check the credibility of people who are contacting you online expecting some kind of financial transaction. Take the time to educate your employees about the importance of not clicking on links in emails or messages, or opening attachments from people or organisations they don’t know.
Install appropriate anti-virus software:
Ensuring all technologies used for your business are protected from vicious spyware or malware is a necessary step when preventing online scamming from occurring. Do your research to find the best software for your business and your business needs. Be sure to read reviews before deciding on the software you will install.