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10 Easy Ways to Give Your Website a Boost

10 Easy Ways to Give Your Website a Boost

Ready to give your website a boost and bring in more sales?  Start by checking off these 10 easy makeover tips. 1. Review brand positioning Don’t be put off by the all-encompassing phrase ‘brand positioning’. It generally describes what makes your business unique – what sets it apart from the competition. You need to know this inside-out so you can position yourself in the marketplace. Ask yourself a few questions to ensure you’re on the right track: Who are my direct competitors? How do those competitors position their brands? How does my brand position compare to theirs – and what makes mine unique? From there you can develop a value-based positioning statement, and adjust your website to convey exactly that. 2. Pop-up strategy No, we’re not talking about the ugly, seizure-inducing pop-up ads from the early days of the internet. Pop-ups these days are used by even the most reputable news agencies – especially as a means to capture ad revenue when print media is dying. When used intelligently, pop-ups can generate thousands of additional leads every month. But be care not to fall into common traps like displaying pop-ups too many times to the same visitor, or bombarding them the moment they click on your site. Take your time and define a pop-up strategy for the rest of 2019. 3. Freebies Who doesn’t love free stuff? It’s an easy way to get people ‘in the door’ and from there it’s up to you how you turn that freebie lover into a customer. But make sure even your freebies offer something of worth. That could be a free online seminar from...
Blogging Without Results? 4 Ways to Improve Your Blog

Blogging Without Results? 4 Ways to Improve Your Blog

You needn’t be a professional copywriter or experienced marketer to write business blogs. To improve your blog posts, you just need to know how to use them to your advantage. Whether you can knock out a quick article in under 30 minutes, or spend hours agonising over the right opening line to snag your audience, the most important thing to remember is that you know your business better than anyone else. Couple that with these four essential steps, and you can improve your blog posts and increase your chances of converting readers. 1. Choose the right topics Content marketing agency professionals spend years honing the craft of topic ideation and delivery – it’s why they’re so good at taking businesses large and small to the next level. But you don’t have to be a content marketing expert to recognise the importance of choosing the right topics. After all, without an interesting topic, no one is going to read your blogs. And if no one reads your blogs, your online presence will suffer greatly. So just how do you choose the right topics? Start by asking yourself the following: What are you passionate about? If you’re not interested in the topic, or it’s not relevant to your business, that will seep into your writing and turn off the reader. Who’s the audience? As a business owner, you likely cater to multiple demographics and have more than one target audience. Do your blogs appeal to everyone, or are they niche topics where you can drive readers towards a particular product or service? Is it evergreen? An ‘evergreen’ blog is one that has long-term appeal. It’s...
No Content Strategy? 3 Ways it Could be Costing You

No Content Strategy? 3 Ways it Could be Costing You

If your content doesn’t resonate with the right audience, or if your ideal clients aren’t enticed by your offering, it’s time to develop a content marketing strategy or review your existing content strategy. There’s truth in the saying that without strategy, execution is useless. Even though 91% of Australian marketers employ content as a marketing tool, only 46% of them say their organisation has a documented content strategy in place to manage it as a business asset. To get the most out of your content investment, a solid content strategy could be exactly what you need to turn things around. What is a content strategy? A content or ‘content marketing’ strategy focuses on four key steps: strategising, planning, implementing and reviewing. This type of strategy encapsulates the entire content cycle – the who, what, when, how and why – in order to identify the right audiences, perfect your brand messaging and ultimately create high-quality content that will generate quantifiable results. A strategy can be developed in-house if you have the expertise, but it’s a task often outsourced to a content marketing agency, where an experienced content strategist can manage the project. If your current approach isn’t based on a sound strategy, here are 3 ways it could be costing you a fortune. 1. You’re throwing money at PPC  PPC (pay-per-click) marketing is essentially a way to ‘buy’ visits to your site rather than generating visits organically. It’s one form of search engine advertising, where you bid for ad placements in a search engine like Google’s sponsored links. Thanks to its simplicity, it’s highly popular. However, this simplicity can be a...
5 Reasons Your Website Isn’t Converting Visitors Into Customers

5 Reasons Your Website Isn’t Converting Visitors Into Customers

Business owners can no longer ignore the need to have a user-friendly, optimised website, and quality content – at least, not if they want to convert website visitors into customers and remain competitive. Yet every year we hear about startups failing to gain traction despite an innovative product and strong financial backing. And major corporations aren’t immune either. After failing to leverage the power of e-commerce in its early days, it was only last year that stuttering Toys ‘R’ Us announced a plan to revamp its website – part of a $100 million e-commerce strategy. But you might remember how that panned out. For many businesses, the website is often the first interaction a prospective client has with the brand. And it doesn’t matter what you sell – B2B or B2C, products or services – your ultimate goal is to convert the ‘potentials’ visiting your website into customers. If you aren’t converting visitors into customers, or views to sales, asking why should be a priority. Could it be something as simple as… You’re attracting (or targeting) the wrong audience This could be for any number of reasons. Does your website address issues more likely to interest small business, when your ideal clients are medium and large businesses? Are you building a young Instagram and Snapchat audience when your offering is more attractive to baby boomers? Setting up Google Analytics properly can provide valuable insights on your website visitors – their age, location, how they found your site, how long they stayed, the number of pages they visited. From there you can tweak your content or reconsider publishing platforms to...
The best internal communications strategy? Storytelling

The best internal communications strategy? Storytelling

Does your internal communications strategy incorporate storytelling as a tool? Prose that leads people to action can appear in the most unexpected places. A rare moment of poignancy from a tormented author. A whimsical sonnet scribed by a long-dead anonymous poet. Even a bare inner-city building can become a blank canvas for the literary-inclined – the legality of graffiti notwithstanding. Many of us hold a narrow view on where we should find moving phrases and flashes of verbal brilliance – in novels and memoirs, poetry and song. But what those people often forget is that we live in a hyper-digital world. Our pencil gave way to the keyboard years ago. Why, then, can’t we tell stories without pen and paper – why should it be reserved for fiction? Let’s go even further – beyond the explosion of online journalism, blogs, editorials and interactive novels. Why can’t we bring storytelling into the workplace? No one has ownership of business storytelling. And content marketing isn’t the only outlet to drive people to action. If you have a story to tell and you know how to tell it, why shouldn’t you drive that message home through your internal communications? After all, if a story about hobbits can lead universities the world over to create Lord of the Rings-specific courses, think what your business could achieve once you embrace storytelling. Storytelling in internal communications drives engagement The biggest corporate buzzword in recent years has been ‘engagement’. The C-suite wants every employee to be fully engaged while on the clock. Supervisors want to engage their teams on a personal level. But when you look...