Marketing Blog | Addison Clark | Richmond, VA

marketing details

The big picture is important, but the details are what can make or break your marketing efforts. As self-proclaimed data nerds, our team is always digging into the details to understand the why, what, and how of a campaign and its results. Keeping an eye on the big picture helps us to determine our objectives and goals, but it's the details that get us there. Without paying close attention to the details, little things get overlooked that could potentially sabotage our efforts. 

Here are three examples of small details that can have an immeasurable effect on marketing efforts:

Website speed. Sometimes all it takes is one extra second to lose a potential customer. What seems like such a minor detail in the grand scheme of things can significantly harm your conversions. Google reports that a one-second delay in mobile load times can impact conversion rates by up to 20%. Fifty-four percent of people say that as the load time for a website increases, so does their frustration. While a small lag in your website's load time may seem minuscule to you, it is paramount for consumers who have come to expect a speedy online experience. Because Google knows that customers prefer a fast online experience, they give preference in search engine results to websites that meet their threshold for site load times. So, not only could a few seconds delay be driving customers away from your site, but it could also be burying it deeper online. Ultimately, the details of your website (especially your load time) can make or break your online marketing efforts.

Call to action (CTA). This is arguably the most important component of your content marketing, whether it's an email, blog post, whitepaper, or service page on your website. Even the most riveting content won't produce many results without a call to action.

tracking conversions

Marketing is great, but if you can't measure your goals it's hard to tell what is working. Tracking conversions is a great way to analyze your marketing efforts. 

First, let's define what a conversion is.

According to Google, a conversion is "a completed activity, online or offline, that is important to the success of your business. Examples include a completed sign-up for your email newsletter (a Goal conversion) and a purchase (a transaction, sometimes called an Ecommerce conversion)."

Conversions can mean different things based on your business goals. If you are a service provider, your goal may be to get more calls. In that case, a mobile click-to-call would be a good conversion to track. Do you want users to download a recent white paper? A download would be a good conversion to track. Whatever you decide to track, Google Analytics can help you gather conversion data. 

web design

Are you in need of a new website? Whether you are starting a new business or need to give your current website a facelift, it is important to have a solid plan in place before starting the website design process. Here are a few important aspects to think about when it comes to website design and development.

social media stories

The concept of "My Story" started a few years ago when Snapchat started the story concept. Ever since then, other platforms like Facebook, Instagram, and even YouTube, have done the same. While stories started off as a feature mainly used by individuals, that has changed. Companies have found a purpose for stories, including keeping their customers engaged and connected outside of their normal organic postings. 

Some of the benefits of using stories for business include:

  • Increased brand awareness
  • Constant engagement with followers
  • Cost-effectiveness
  • Increased traffic to your web  page
  • Opportunity to reach younger audiences

lessons from 2020

We are about halfway through 2020 and no one could have predicted the events of this year. From a nationwide pandemic to important political and social movements, 2020 for better and worse has not been what we expected.

What we know:

  • Customers appreciate honesty and facts. Your consumer wants to be able to go into your store or onto your website and know what you stand for, your values, and company mission. Be open about your brand and the customers you value will reward you by shopping your products or using your services. 
  • Communication remains incredibly important. Along with honesty, communication has never been more important. Being silent is not the answer during a crisis. Customers want to hear from you. This is a good time to update your customer database so you have an up-to-date email list to use to talk to your customers on a regular basis.
  • Loyalty is more important than ever — especially to brands. Even when money is a little tighter, customers vote with their dollars. Being a brand that your customers can be proud of will encourage loyalty. Consider rewarding your customers who have stuck with you these past few months with specials, coupons, or some sort of token of gratitude.

business processes

At Addison Clark, we believe in the importance of continually refining our processes to optimize our efficiency and quality of work. As we, along with other businesses, begin the process of returning to our “old normal” in the coming weeks and months, we have been reflecting as a team on the changes we have made as a result of the coronavirus pandemic and which of those changes we want to bring with us as we return to our “old normal.” For us, returning to our “old normal” looks largely like transitioning from remote working to working in the office and resuming in-person client meetings. For our clients, this transition can mean a number of things. Whether your business experienced minor or major disruptions to business over the past several months, consider what aspects of ‘business as usual’ work well and what processes can be further improved upon. Optimize your business for success by continuing to evaluate and improve upon your processes on an ongoing basis, even after you have returned to ‘business as usual.’

Here are some of the areas that benefit from continual process improvement:

take 5 with whitney

We asked Whitney, one of our senior account managers, some marketing questions. Here's what she had to say....

1. What’s the best piece of marketing advice you’ve ever heard?
Offer value to people. Consumers are selfish creatures and they want what is useful to them. Sometimes that comes in the form of free content, education, inspiration, tips, etc. The more value you offer, the more people will buy what you have to give.

2. Where do most people go wrong with their marketing?
When they try to tackle too much. More is not always better in marketing. Businesses should focus on the marketing avenues that are most likely to reach their target audience and produce the best results for their specific goals. This may mean saying no to what’s popular or trendy at the moment.

WordPress vs. Joomla

A web platform is a system that you use to create and manage your website. In the past, building websites was a lengthy process that required separate creation of each page using HTML, CSS, and JavaScript. With the addition of more dynamic tools, skilled web developers created systems that made it possible to create pages with less input and more functionality. Joomla and WordPress are two of these advanced systems that are frequently used for web development. Below, we discuss the pros and cons of both over a variety of important categories. 

customer communication

The current pandemic has taught us many things, but one of the most important things we have learned is how quickly things can change. While things can be uncertain, you can offer your customers stability and clarity by keeping the channels of communication open. Whether your business is having to close, adjust hours, re-open in phases, or anything in between, being able to quickly and easily communicate with your customers is key. 

Here are a few platforms we recommend using to do that:

user experience

“No product is an island. A product is more than the product. It is a cohesive, integrated set of experiences. – Don Norman

One of the most effective ways companies can differentiate themselves from competitors is not through pricing strategies or product innovation, but through a unique and seamless user experience. The user experience begins from the moment a customer first encounters a product or service and continues through the journey of acquiring, using, and maintaining a product. Whether through online banking, scheduling an appointment, or searching for local services, user experience is an essential component in the creation and execution of digital marketing strategies.

User Experience (UX) Design is the process designers use to create this seamless experience. It is user-centric and relies on a deep understanding of a customer - what motivates them, what their values are, their limitations, and more. By thinking like the customer, companies can deliver an experience that builds and maintains a loyal customer base and sets them apart from competitors.

There are several reasons to incorporate UX design as part of your digital marketing strategy.

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