All posts by Steven Roberts

Digital Branding

Healthcare Marketing: Five Google Analytics Features You Should Use

If you are marketing a medical or a healthcare website, the web analytics should be an essential component of your online strategy. And Google Analytics is known to be the most effective tool helping to understand your online audience and to find out what content they enjoy and which platforms they use. It’s also quite handy when it comes to determining their conversion rate. Regardless of the size of your medical practice, introducing Google Analytics to your digital marketing can help you to utilize the use of your budget.

 

More than a half of medical marketing professionals are already using Google Analytics. However, most of them are missing out on the features which may help to transform the online presence, as well as bring even more consumers and profit.

 

Here are five ‘hidden’ features of Google Analytics that only a few people actively use:

  1. Website Search

These days almost every website has a search bar for visitors to find the information they are looking for. The availability of this feature is not only crucial for your website usability but also can help you to understand what information you need to include on your website. And the Site Search feature of Google analytics can help you to retrieve this data. By using this tool, you will be able to find out which products and services are valuable to your visitors, as well as measure your website’s usability.

 

You can enable the Site Search feature in the Admin section of your Google Analytics account. Just follow these steps:

 

  • Go to Admin section
  • Click on “View Settings” under the website you would like to track
  • Scroll down to the bottom of the page
  • Turn the switch on and fill in two fields with the website’s search parameters. Search parameters are the words and phrases that precede a query in your URL.
  • Enter search parameters into the Query Parameter section and everything except specific search terms will be filtered out from your report.

 

If you did this correctly, you would be able to view the search data under the Site Search segment of the Behavior section under your Google Analytics’ account reports.

  1. Weighted Sort

When examining the performance of your website pages, you can quickly sort the Google Analytics table by the number of ‘page views’ and ‘bounce rate.’ You can do it by clicking on the particular heading. Yet, just sorting the table by one attribute of your choice may not give you the full view, since arranging by bounce rate won’t put your pages in order by traffic volume and vice versa.

 

The Weighted Sort feature may help you with that. It allows Google Analytics users to see which pages have both high traffic volume and bounce rate. This information is useful to spot the conversion opportunities you missed. Moreover, it is easy to activate and use Weighted Sort feature. Just click the “Bounce Rate” column header to sort all your rows, and then click on the drop-down menu next to “Sort Type” and select “Weighted” from the list. The first page in the list will have the highest bounce rate as well as page views.

  1. Trackbacks

It is easy to get lost in Google Analytics with its numerous valuable features. Yet, there is a section which is dedicated to social media and can help you to measure its impact on your healthcare website SEO. This function is called ‘Trackbacks’. It helps you to see who engaged with your website content, including blog articles, downloadable content or even with any product page. You can check how many times the same URL linked to your site, as well as separate passive visitors from active (engaged) ones.

 

It is essential to note that whenever you have an opportunity to share your content or to co-sponsor an event, you should also approach it as an excellent opportunity for the link building. Link building is a crucial part of successful healthcare SEO strategy.

  1. Funnel Visualization

The Funnel Visualization feature under Google Analytics helps to analyze the journey of your website visitors. It shows the path of your visitor through the site until they abandoned their original way, visited pages and left the website.

 

The principal focus of the Funnel Visualization feature is measuring the website’s conversion rate. And if you have ‘Goals’ set up, you can monitor what prevents users from reaching your goals, i.e., making a decision, booking an appointment, contacting you or purchasing something. The Funnel Visualization is the way to track which marketing campaigns perform well and which are not. At the same time, it provides a deep understanding of visitors’ drop-offs from the web pages and ways to optimize them for more conversions.

  1. Remarketing Lists

Remarketing is known to be one of the most powerful tactics healthcare marketers should use. And Google Analytics’ Remarketing feature can help you to capture the potential clients who didn’t convert the first time they visited your website. It is used to optimize the message which didn’t work the first time around. Thus, it gives you a second chance to convert website visitors into customers. Moreover, it allows you to spend less on your advertisement.

 

It is essential to note that the Remarketing feature works with Google AdWords accounts. It helps you to create lists of potential customers and target them during your future marketing campaigns. Unfortunately, it is not possible to use this feature without an active Google AdWords account.

 

To turn on this feature, please follow these simple steps:

  • Under Admin section of your Google Analytics find Property column and click on “Remarketing” under it
  • Click on “Audiences” drop down to create custom audiences
  • Let Google create it with the help of a Smart list or create your list based on new and returning visitors of the website. You can also create such a list using the particular website page visitors who reached a predefined milestone or purchased something.

Once the audience created, you can add it to your future advertising campaigns at Google Adwords.  Google Analytics limits you to 2000 remarketing audience lists per account.

Keep abreast of Google Analytics improvements and updates

Google Analytics often updates its interface and adds new features, so even the most frequent users can miss out something. So it is very crucial to repeatedly look through your analytics account to find out which new features are added.

 

For your comfort, Google has released numerous training sessions and study materials to watch and read to get acquired with this powerful tool. Moreover, it is possible to get certificates by passing free exams available online.

 

Google Analytics is highly critical for search engine optimization (SEO); it allows measuring the return of your link building, content marketing, and social media efforts. And the mindful use of Google Analytics, which is easy to install and setup, may do wonders. It can help you not only to measure your rankings, but also to check whether your website provides your visitor with the information they had been looking for.

 

Spend some time on the research of features, and no doubts you will understand how your website is converting (or not converting) your visitors.

Real estate marketing
Local Branding

7 Ways To Build Your Personal Real Estate Brand

Real estate marketingBranding is actually about creating something different for your customer just as per their needs. Your company should provide such an authentic data about the content that whenever a related problem is encountered by your customer, they immediately think of your company. Almost 90% of the people fail in the business of real estate, whether they’re leasing apartments in Bloomington, Indiana or selling apartments in Springfield, Missouri, only because of lack of management and poor business strategy. It is actually a surprising figure, but if you don’t want to be in those of 90%, then you have probably come to the right place. If we first talk about branding yourself as number one property holder in this real estate business, then we have to go through some of the following major ways.  

Explain your brand:

The first and foremost thing you have to do is to let people know that what is your brand about? This mainly includes the quality you are providing, your work type, and most importantly describing your customer needs. As an owner of a real estate business, make sure that you are proving the exact content which your clients are looking for.  

Diverse real estate marketing

Market your brand:

Market your brand as an interesting platform for your clients. Always posting or sharing the same kind of content makes it boring for the people. You also have to be entertaining and informal sometimes which intrigues other people towards your brand. You can use different mediums for marketing your brand and your company such as:

  • Social media
  • Blogs
  • Infographics
  • YouTube channels
  • Going to different events related to your brand

Be Authentic:

You have to be authentic regarding your brand. Provide exact and authentic data to your clients. For example, being a real estate worker, keep in mind the needs of the client so that you may not have to face rejection often.

Make a Database:

Collect all the required data related to your work of your area. Be aware of all the market trends so that you would be able to satisfy your customer easily. Start your work in a limited area of few kilometers so that you would be able to do a better management. Keeping an exact database of all the information about the prices, market trends, features of your properties and minor info about your real estate would be much helpful for you in making a beneficial strategy for future.  

List expensive real estate

Deal with Expensive Property:

Try to start with buying an expensive property because it has higher chances of providing you with profit. Look for a property in an area which is going through business development programs. Always keep in mind that people will pay more for an average house in a great location then they will for a good house in a not so good location. So basically, you should know how to get in the business.

Maintain a Professional Team:

Real estate is not only just a numbers game. Its people game too. You have to own a number of professionalists to reduce the chances of loss in the future. An experienced contractor, property dealer, and a number of hardworking and honest people can raise your real estate to the heights of success.

Fundraising Sponsorship:

Now, because of fundraising sponsorship, you can even invest as little as $500 in a number one property. Then you will be given your profit, loss, and appreciation, etc. according to your investment.

Being successful in real estate

 

Conclusion :

These are a few ways that get actually help you secure a good position in the real estate business. So, don’t wait for any further and start following the above-mentioned tips, we assure you that within a short time period you will be able to build a good real estate brand of your own.

Well designed offices are part of your brand
Local Branding

Why Your Office Design Is Extremely Important for Branding

Well designed offices are part of your brand

If you want your business to become recognizable, engaging, and unique, then know that you need branding for that. You see, the number one, most critical way to promote every business is branding. You cannot just sit there in an office and work on your laptop, in fact, you’ve got to take measures to reach out to people yourself or use tactics to attract the customers, and for this, you need to do some extraordinary branding for your business.

Everything in your business can be used for branding, your employees, their behavior, and even your the design of your office. Yes, you read it right, your office design is, in fact, extremely crucial for branding. In fact, the design of your office and the overall environment can make or break your business and brand.

Now, if you are someone who yet has some doubts about the fact that your office matters a lot when it comes to branding, then you’ve got to stick to this article a little longer because today we are going to present a few reasons why you need to improve the interior and the environment of your workplace.

High tech office equipment

The market and the modern business, both are changing

Previously there was no concept of good looking office design, and the offices weren’t that modern too because the work wasn’t that modern as less technology was in play. Right now, everything has changed, the work has changed, the market has changed, and more technology is being used in the workplaces than it ever was. Now all of this obviously calls for a new and modern workplace.

Google, Facebook, and many other such companies have some outstanding offices with play areas and even farms inside because they believe that these things matter a lot when it comes to the improvement of the employees work performance. These companies took their office designs to a whole another level because these believe that socializing and working together can make a business more successful and productive.

Productive workplace

Your Office Speaks For Your Business

Just as mentioned in the JasonL ergonomic guide, an ergonomic workplace can add a lot to your business, and it is one of the major factors that can attract more and more customers towards you. As a whole structured organization, the interior of your office says a lot about who you are, how to do your work and what do you stand for.

Great offices make great first impressions

It’s just like a first impression, a client comes to meet you, and the first thing that he will notice is the design of your office which will put an impression on him about you now we all know the fact that one cannot risk his first impression as it is known to be the last. In a nutshell, the design of your office defines who you are, and you cannot mess up with that definition of yours which means you’ve got to invest a bit in the design and structure of your workplace.

Your team sells your brand

Your chairs, your teacups, your desks, and even your wallpaper is going to add a lot to your brand impression, but know that you need to create a productive and creative environment not just for the sake of branding, A welcoming office environment, this can help improve the performance of your team members.

By maintaining a proper office image, online image, and offline image you will be able to convey your message in a more efficient way, and you will end up earning the trust of more clients, customers, and partners.

Office team socializes together

Infuse Life Into Your Workplace

Almost all the adults spend a third of their life in their workplaces, and this means that their workplace should be comfortable and vibrant for them so that they can bring productivity in their work. Building a modern and a good office interior is just like an investment that won’t go to waste for sure.

This investment will not only help you in branding your business in fact, it will bring positivity in your workplace, your team will work more efficiently, and you will start feeling a sense of happiness all around. You see a tensed and a strict office environment or a poor office interior will not give your productive and creative results so it’s better to invest in the design of your office and we assure you that your business will start growing on a whole another level.

Protect your brand
Digital Branding

How To Use Digital Asset Management To Protect Your Brand

Protect your brand

Before getting started with the details of what digital asset management is and how it works, let’s first talk about the protection of a brand name and how important brands and trademarks are. Consumers just love brands, as a brand means something in a busy world when customers have limited time to make their purchase decisions. Finding – and sticking – with brands takes away the frustration of searching and the risk of buying an inferior product or service.

This behaviour is something we all need to pay attention to. As business owners, we have to make sure that we are doing all we can to protect our brand names because sooner or later we all realize that the backbone of our company is our trademark and our brand name.

Digital brand assess

What Can I Do To Protect My Brand?

As a business owner, we are pretty sure that you know how you have to take care of your company, the importance of delivering quality products and services to your customers, and how you have to protect your brand from any legal and copyright issues. Today’s technology makes it possible for you to share your brand assets and protect your brand by storing all your digital assets (images, videos, documents and metadata) in one central digital library. This technology is called Digital Asset Management (DAM) and this is how it helps in the protection of your brand.

What Is DAM?

DAM or Digital Asset Management is more of a business process that helps companies manage their workflows, digital rights, and permissions. This process also helps in storing, organizing, and controlling the rich media that includes multimedia content, videos, animations, pictures, and music, etc. It basically is an infrastructure that allows you to manage and control all of your digital assets. Moreover, DAM makes it easy for you to identify, analyze, locate, and then retrieve your assets.

Protect your assets

How DAM Helps In Supporting Brand Identity

How exactly does the digital asset management system help in the protection of the brand?

DAM helps marketers and business owners manage multiple assets all at the same time. Even a small business has thousands of assets to be managed for different social media platforms, partner and agency use, e-commerce and that can be a huge hassle if it’s done without any software or any process like the DAM. For example, DAM helps when your communications team needs approved images to put on social media, with files optimized so they are in the right format. Your PR agency needs to find archive video of a 10-year-old product for an upcoming article, they can search the metadata and quickly find the video they need.

With DAM, all of the distribution, archiving, and rights management is done with complete ease because you get better and improved visibility and control of your assets. DAM increases speed to market and makes sure that the right people will get the right image at the right time.

The information about your assets and their transfers are always safe, and they cannot be misused since you can schedule assets to expire on a specific date. If you need to update a file in the DAM platform, every link to that file will automatically be updated. This ensures brand control that all the values and visual integrity of a brand are retained.

Easy asset access

Why Use DAM

These are a few fundamental advantages of using DAM for your brand. The best part about digital asset management is that it is easy to use and you will understand it quickly. DAM systems can integrate with the other systems that you use today, like your CMS and CRM so they all work seamlessly.

If you genuinely want to take your business to the heights of success, then you have to invest in a DAM system and protect and grow your brand.

Establish your personal brand
Digital Branding

5 Steps To Building Your Personal Brand

Establish your personal brand

Developing your personal brand means establishing a good reputation, and influencing those around you. It takes years to build a reputation and it’s a lot of work to manage one, but it’s important if you want to build trust in your audience. This is why personal branding is crucial – your personal brand is your identity. A strong personal brand can provide you with greater credibility, higher perceived value and a way to differentiate yourself from your competition. Here are five steps to help you start building your personal brand:

Core values distinguish you

Establish Your Values

Your values are the cornerstone of your character. You might value loyalty, status or compassion – think about who you are and what’s important to you. Your values should always dictate your actions; this is how you build trust and grow your brand.

Connect with a mentor

Connect With A Mentor

Mentors can help you understand which direction it’s best to go in, especially if you haven’t had much experience. They can guide you and provide advice, but they can also show you what not to do. If you’re serious about building your personal brand, you need to get a mentor and establish a plan.

Provide value

Provide Value

Your personal brand is about your audience as much as it is about you. Think about what you can bring to the table, consider your values and how they can be used to shape people’s perceptions about you. Are you reliable? Friendly? Approachable? Make sure you communicate this through your writing and the way you speak. Think about the words you use and the image you portray.

Have a website

Have A Platform

Create a website and stay active on social media – but don’t use these to “sell” yourself or your services. Instead, use then to help people, to provide them with information they are looking for. Your website could be a blog, or you could create a YouTube channel where you speak on camera. Whatever you’re comfortable with is what’s going to work for you. If you enjoy public speaking, this is one of the best ways to promote yourself and build your brand. Start looking for opportunities to speak or be a guest speaker and get your name out there.

Differentiate your personal brand

Differentiate Yourself

The thing about brands is that they are unique – and it’s the same with your personal brand. You are an individual with your own strengths and weaknesses, and that’s what your brand should be. You can have idols and people to look up to, but it’s important to stay true to who you are, and align with the best version of yourself. With the skills you offer, you might want to figure out some ways that you are different from the competition, maybe you have more experience, or are the most efficient? Make sure you show people how you are different from the rest.

Building a personal brand takes time, so it’s always good to keep an eye out for opportunities where you can help people and put yourself out there. After a while, people will begin to associate you with the qualities you are striving for, and your personal brand will start to take form.

Combine the best research techniques
Digital Branding

One Excel Sheet You’d Like To Put On Autopilot

What do all the entrepreneurs in the world, all the startup founders and each one of the big corporation CEOs have in common? An excel sheet. And what more? An excel sheet they’d love to put on autopilot. We’ve asked the business owners what’s their excel sheet they would love to have an autopilot. Here’s what they’ve told us:

 

“The one excel sheet we’d love to put on autopilot is a project tracker. We thrive on innovation at Wonolo and are constantly brainstorming new and forward-thinking ideas to improve our work platform. Many of the unique functions on our platform spawned from so-called “throwaway” ideas that we nurtured to fruition. Once we decide to transform an idea into a real project, it’s important that we have a reliable means of tracking progress from start to finish. It would be great to test out an autopilot version of a project tracker excel sheet that organized all aspects of project tracking into relevant categories. Ideally, the project tracker would track each project’s: status, level of urgency, and rate of completion, as well as a comparison between when the project is envisioned to be completed and when it actually gets completed. This would no doubt help strengthen project management in a number of substantial ways. It would not only create greater accountability for all those involved, as the project’s progress would be consistently recorded and readily available for relevant parties to interpret. It would also lead to greater efficiency when the tracked data helps identify where resources would be better pooled, and which projects need more or less assigned time.”  Kristy Wen, Sr. Growth Marketing Manager at Wonolo.

“For me, this would be prioritizing work for my team. It’s difficult keeping everyone working on top priority tasks. I wish there was an easier way to keep my team organized.

An automated way of determining who should be assigned what task and how important it would be is what I need.” Patrick, TaskReports.com

Aaron Elder CEO and Founder of Crelate says that “…It is not uncommon for businesses to track their talent pipelines, hiring and interviewing in Excel. Moving these processes to a recruiting solution like Crelate Talent is a great way to keep the entire team on the same page, improve the experience for potential employees, standardize processes, save a ton of time and achieve better outcomes for everyone.”.

 

“Working several years with entrepreneurs, I’ve noticed that all kinds of business use spreadsheets. Many of them are designed by their own employees and don’t have optimized UI/UX. This is the reason why we started to sell ready-to-use spreadsheet templates at LUZ. If these entrepreneurs decided to buy templates and put some of them on auto-pilot, they would experience huge gains of team productivity.”, Filippo Ghermandi, Marketing Director of LUZ Spreadsheets.

Have an idea of the excel sheet you’d like to put on autopilot?

 

Shoot us an email or a comment and we’d be happy to get in touch with you and discuss that.

SaaS Branding

Better Business Tips: 6 Habits You Need to Ditch Today

Money—it is what makes it possible for you to live with a roof over your head and food in your stomach.

However, if spent unwisely, it can cause serious problems. In fact, half of American households don’t have a penny saved up for retirement.

Combine this with a culture that herolds material goods, and it isn’t surprising that many of us have picked up several money habits that are detrimental to our livelihoods. That said, learn 10 money habits you need to ditch today in order to save more and reduce stress.

1. Using Credit Instead of Cash

Credit cards are easy to use. They are that IOU that you can put off paying for months, if not years on end.

Still, racking up credit card debt leads to a poor credit score, more interest, and could hurt your chances in securing a traditional home loan, not to mention renting an apartment or purchasing a new car.

Yes, it is wise to use your credit card in some cases—to earn rewards and points and maintain a good credit score—however only use it on items you know you can pay off later in the month.

2. Not Putting Any Money in Your Savings Account

Take advantage of your savings account. As mentioned by The Balance, a traditional savings account is a quick way to gain access to liquidated assets, not to mention you can accrue interest on what you put in.

While the interest has gone down, that is not to say it still isn’t a good finance avenue to take. Not putting money in your savings account on a regular basis means you don’t get to leverage these benefits and don’t have one more diversified financial route to take.

3. Not Having an Emergency Fund Set Up

While technically banks don’t offer an actual emergency funds account, you can still create one on your own. Simply, having liquidated assets that are easy to access is enough. This could be several hundred in your house or in a separate checking account. No matter what means you choose to store the funds, you need to have one set up.

Not doing so increases stress and may put you in a financial bind should an emergency come up. Needless to say, you won’t be financially prepared for that emergency, especially when you think of all the obligations, debts we all are in and the everyday grind and stress we all feel. And, in times of stress, it is important to already have a plan in place so that you can go through the motions in securing the cash.

Get rid of this habit by starting small and setting achievable goals. For instance, set your goal at $500, saving $100 per month. Once you reach that goal, stretch it to $1,000. Consistently raise it step by step. Ideally, you should have at least 3 months of pay saved up to pay for living expenses.

That way, should you or your significant other get laid off, you have some financial legroom and time to look for another job—reducing some of the stress.  

4. Not Having a Retirement Plan

As mentioned, 50% of American households don’t have a dime saved up for retirement. This can add stress and can decrease your quality of life. Instead of relying on Social Security and a pension plan to help you out during your post-retirement years, set up a retirement plan that aligns with your financial situation and goals.

Ideally, you may want to speak with a reliable financial professional on this so that you are aware of all of your options.

5. Not Having a Diversified Portfolio

So, you have been depositing funds in a traditional savings account, but that’s it. While something is better than nothing, you can take your positive money habits up a notch by diversifying your portfolio.

This means not only do you continue depositing funds in your savings account but also potentially investing in the stock market, setting up a Roth IRA, traditional Roth, or 401(k). The more financial options you have, the less you have to depend on one savings route to get you past the retirement mark. This is necessary since, for instance, if you put your savings in stock that crash, you will still have available funds.

6. Not Having a Budget

Spending on the go, while exciting, can lead to financial stress in the future—especially when it is time to pay those bills. You need to have a monthly budget outlining all of the bills you have to pay as well as giving you wiggle room for entertainment and have some debt relief.

Final Thoughts

If you can identify with at least one of these money habits, know that you can take the necessary steps to change it. What other money habits do you have? Have you gotten in debt? How have you gotten out of it? Leave a comment.

Growth hacking for Instagram
Digital Branding

5 Easy Instagram Growth Hacks for Beginners

A new concept has been introduced in the digital world known as growth hacking. According to Wikipedia, growth hacking is “A process of rapid experimentation across marketing channels and product development to identify the most effective, efficient ways to grow a business.”

Growth hackers are the persons who have mastered the art of marketing. They analyze the issues and present their solutions with the help of software. People consider them according to their perception still their primary function is to promote a brand digitally in a way to make it hot and everyone’s first choice.

If you are in search of an Instagram growth hacker and desire to have one of your own, some guidelines are here for you in this reference.

Automate the Process

A multi-purpose software is available these days that help you to deal with your followers, your comments, and likes. Some programs are present that organize your interactions with your Instagram fellows within the boundaries determined by yourself like Buzzoid. It will help you to gain followers on Instagram fast, which works out for your business in fractions of seconds.

The main thing to be kept in mind is here that you must not use these programs excessively by involving a high number of users in a short time. If you are not capable enough to manage these programs, then you will suffer a loss and will not get your desired follower rate in estimated time.

Publish engaging content

Valuable Content Works Like a Charm

The content that you are posting plays the critical role in follower attraction.

If you are skilled at providing good content, you are going to win the game.

In the digital world, the thing that matters are originality. Copycats are just knocked out so your content should be relevant and original. The content that you want to post need not be merely business-oriented, but it should be according to your audience’s demand. Uploading thought-provoking and attractive pictures related to your content will help you to get maximum likes by your viewers and will never get bored of your stuff.

Nike, Taco Bell, Intel, Bonobos, Virgin America, and American Express are some companies who are successful Instagram users. They use a mixture of contents while posting.

Location Tagging

It is highly recommended to identify your post by location. This is another way to that can increase the success rate by more than three quarters.

It is not necessary to use your current location. If you are posting some previous pictures say of 30 days before, then you should post the exact location where that image was captured rather than your present situation.

Encourage viewers to share content

Provide a Strong Call to Action

For the promotion of your business your, every Instagram post must have spellbinding content that propels the viewers to action.

Usually, on Instagram posts, you might by encourage these calls to action:

  • Tag a friend in the comments
  • Sign up for free
  • Double tap if you like the post

In case of encouraging viewers to tag a friend, you hope that their friends will also follow the recommended post, while during double tapping on the post indicates appreciation for the post. In the case of signing up, you are gaining to get more opportunities to connect with viewers. The ultimate goal of these three actions is for the promotion of a specific brand.

For regular bloggers “Click the link” is an excellent option for the promotion of their blog post.

Don't forget the hashtags

Let Hashtags Work Their Magic

Certain people underrate the value of hashtags even though they contribute ongoing content to Instagram. If you post your image on Instagram with hashtags, it will become viral in a couple of seconds.

Instagram uses hashtags for your connection with your friends and viewers while in case of Facebook and Twitter you need to post links. To have full knowledge about hashtags you just need to work on popular Instagram hashtags. Carefully observe the rules for using them. Instagram restricts you to use thirty hashtags per post. Twitter, Facebook, and Instagram are using tweets, links, and hashtags to promote your brand name, so take full advantage of these.

Digital Branding

3 Mainstays of Brand Strategy for Small Business

The only thing you need to know about branding: it’s a slow journey.

 

Once you start a business, you need to understand there will be no immediate results. It’s like watching a series season by season: years may go by before your business turns into a brand. And the moment will come when you feel exhausted and want to give up, but the question is:

 

Will you?

 

You look at Coca-Cola, Nike, McDonald’s… Okay, not to put too fine a point on it, even PornHub has become a brand already! (Did you see their marketing campaigns? Traditional ads can’t hold a candle to them.) And you think, “Well, they are giants. And I am a small business owner. How can I compete with those big dogs and make my little one a brand? Do I need to do it, after all?”

 

But first things first:

 

What’s a brand?

According to Wikipedia, it’s “a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer.” And, speaking about branding, it’s “a set of marketing and communication methods that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers.”

 

Ouch! Sounds too general, doesn’t it?

 

Equity is what makes your business a brand, and it bases on three keystones:

 

  • Knowledge: “What do consumers know about my product/service?”
  • Experience: “What do they say after using my product/service?”
  • Differentiation: “What makes my product/service different from competitors’? Isn’t it copied or plagiarized?”

 

Branding is not about products but missions, big ideas, and values. It’s about long-term relationship with your customers.

 

Let’s take Starbucks by way of example: when they started, they didn’t put a coffee at the top of their priorities; they wanted to become the third place – between home and office – for every person to visit. It’s about values, not products or sales. And today we all know that Starbucks is not about coffee but emotions, engagement, and experience it gives to consumers.

 

So what?” you ask.

 

To develop an efficient brand strategy for your small business, you need to consider a big idea behind what you do as well as three mainstays that will differentiate you from competitors:

  1. Visual system
  2. Verbal system
  3. PUEX (product usage experience)

 

1) Visual System

People are 90% visual beings, so they need images to associate with your brand. Just look at the picture: you don’t need words to recognize brands in it, do you?

 

 

 

Takeaway: Think of a cool logo and visual attributes (fonts, colors, illustrations, image compositions) for your brand.

 

How to choose a great logo for your brand?

 

First, decide on the type. Will your logo be a graphical sign (like Shell), graphical block (like Total), or lettering (like Coca-Cola)? Then, consider colors and size. Looking great in billboard advertising, your logo might fail in zoom; and looking great when multicolor, it might fail in black. Make sure it looks terrific and figurable, no matter what.

 

As for attributes of your brand, there’s one thing to remember: NEVER use your logo as a visual code. Think of details to influence consumers’ engagement and experience at three stages of their communication with your brand: before, during, and after. The visual code of your brand may be illustrations or the combination of particular fonts and compositions.

 

Where to use visual system for people to remember your brand?

 

2) Verbal System

To communicate a message and influence decision-making, you need to develop a verbal differentiation of your brand. Naming, slogans, roles your small business undertakes, tone it uses, and promises it makes to translate this information to consumers – these all are a big part of a brand strategy for you to take into consideration.

 

Choosing your brand name:

 

Make sure it has an ideological element, meaning, and flow of sound. It should be easy for people to pronounce and remember, it needs to be phonetically pleasing, and it should be one-of-a-kind.

 

Also, there should be a story behind your brand name. What’s the role of your brand? Is it a creator, a master, or an evangelist? You need to think about a core message to communicate with your business, choose a corresponding tone to send this message, and decide on promises your brand could give to solve a problem.

 

Choosing your slogan:

 

According to Entrepreneur’s  small business encyclopedia, slogans are a “small group of words that are combined in a special way to identify a product or company.” In other words, it’s a mini-statement of your brand’s mission, and they work great for advertising and verbal representation of your business.

 

Here go some slogans by way of example:

 

 

What do they all have in common?

 

They all impact positive feelings about a brand, they are short and memorable, they include a benefit, and they differentiate a brand from others. Keep these peculiarities in mind when coming up with the slogan ideas for your small business. A strategically thought-out verbal representation is crucial for engagement and emotions people experience when communicating with your brand.

 

3) PUEX

In plain English, it’s a creative performance of your brand aka tiny pleasant details that make it memorable, encouraging people to talk about it. It’s about giving more than a product or service itself; and it’s about what happens with a person while using your product or service.

 

What can it be?

 

  • Creative content users with generate themselves. (As far as the world is one big instabox these days, photos and shares are guaranteed. A palmary example is Starbucks’ “Give good” campaign for this holiday season.)

  • Appealing stories. (For instance, in SPLAT’s every package there’s a personal letter from CEO, written for every customer.)

 

Think of what may be PUEX for your small business to differentiate it from competitors. Think of what your brand may give consumers besides high-quality services.

 

Remember about the psychology of marketing, learn how a human brain works and makes decisions, consider insights, and speak the same language to your audience. Solve their problem as no one else does, and they will thank you with loyalty and love.

 

The last but not least…

Create stories, appeal to emotions, make every moment worth remembering, and think of your brand equity rather than monetary profits. Be patient, learn to wait, and polish every step you take to a better brand strategy. Do it well, because mediocre is what many marketers do. But you don’t want to be one of those many, do you?

 

 

 

Lesley Vos is a seasoned web writer and content strategist, specializing in text building, distribution, and promotion. Blogging for PlagiarismCheck.org, she also contributes expert articles to publications on business, branding, and self-development. Feel free to get in touch on LinkedIn.

Digital Branding

Easiest Ways to Boost Conversion Rates

Whilst there is a lot of focus on getting sites to the top of Google search results pages and gaining traffic to the site, conversions are the most important part. A lot of website traffic is good but it is worthless if it isn’t contributing to conversions. Conversions are what get people moving in the sales pipeline and help to generate business for the organisation.

The conversion rate is the number of times a use completes a site goal (determined by the organisation and their SEO services in Australia) divided by the amount of traffic through the site. The higher this rate is the better because that equates to an increase in goal completion. There are a few simple ways to help boost the conversion rates of a site, mostly through increasing the user experience of the site.

Improve Page Load Times

The loading time of a page can have a big impact on the conversion rate. People are more likely to spend more time on a website that loads quickly and reacts to user actions than one that doesn’t. There are statistics to show that 53% of users will abandon a site that takes more than 3 seconds to load and 79% said that they will not return to a site that takes too long to load.

This indicates that the loading speed of a page is crucial to the conversion rate as people are more likely to stay on a site and continue to use it if it loads quickly. Optimising images is a great way to help this. Resizing them through software such as Photoshop or Online Image Optimiser will aid in increasing the pages load speed.

Removing bulky code, avoiding external embedded media and minimising round trip times will all help to improve page load speed. It is easy to check this using a website speed test tool which can be found on Google.

Additional reading: 19 Best Tips To Speed Up WordPress (increase site speed by 200%)

Ensure that the Correct Keywords are Being Used

Even though keywords are a core part of improving the sites ranking on the search engine results pages, they are also critical to conversion rates. Having the correct keywords ensure that the site appears in the correct search results and therefore when people land on the page, there are getting what they wanted.

Hiring an SEO service in Australia will help to get the right keywords for the company and improve conversion rates. The assigned SEO consultant is able to research what keywords are most suited to the product or service offered and can include them. Ensuring that the site is appearing in the correct searches by using keywords that reflect the business offering will help to boost conversion rates.

Use Testimonials

Testimonials add credit to the site and the product or service that is being offered. It helps to convince people that they are using a trusted site and do not need to have another think about purchasing or at least getting in contact with the organisation.

Testimonials help to reduce the risk associated with any consumer action and as a result, encourage them to act. Increased action on the site by a user leads to a better conversion rate.

Create Dedicated Landing Pages

Dedicated landing pages are designed to make it easier for the user to see what they are looking for. It reduces the number of steps required from the search or link to the actual source of information that the user is after.

Reducing the steps required to achieve a goals, intuitively increases the chances of the user reaching the goal. Additionally, dedicated landing pages are designed to be easier to use for the given purpose further increasing the likelihood of a conversion.

This step is linked in with the use of correct keywords as ads will appear in areas of relevance. Therefore, should the correct keywords not be used it will be more difficult for the ad to appear to the desired users. Again, hiring an SEO consultant will likely be beneficial in this instance to improve conversion rates.

Accessible Call-to-Action

Providing an accessible call to action is the most direct way to improve the conversion rates of the site. As has been alluded to before, users don’t want to have to make a lot of effort to reach their goal. That means that they want everything to be put right in front of them to click.

Having the organisations contact details at the footer of the page is a good start however there are certainly more direct ways. Having a pop-up suggest that the user signs up to their emails or contacts them now is a great way to encourage the user to complete a conversion goal. The important part here is to not go over the top with the pop-ups and force it upon people.

An SEO service in Australia and the assigned SEO consultant will be able to efficiently establish a call-to-action on any landing page or even just the home page to aid in conversion rate improvement.