More and more website owners are infusing their site with live chat tools. This is an especially smart choice for websites with service and product offerings. The potential ROI is just too enticing to pass up.
A web chat pop-up feature might seem like a minor annoyance at first – to both you and your visitors – but studies are showing that this feature helps more than it harms.
Among the many benefits of adding a chat feature to a website, consider:
It helps build a more memorable brand experience.
It gives visitors a place to turn if they get stuck and need any questions answered quickly. In other words, it improves your customer service.
You can offer visitors special deals and deliver price quotes in real time through the chat module.
It gives you a sense of which pages and products that users are visiting most when they reach out with questions.
It allows you to consolidate your resources: You can have one person manage multiple chats at once, and you can develop canned responses to common questions.
You can use it as a lead-nurturing tool. HubSpot says 99% of first-time website visitors aren’t ready to buy. You can nudge them closer to purchase by chatting with them directly.
At Eminent SEO, web chat is just one component of a comprehensive marketing campaign we can develop for your business.
[clickToTweet tweet=”The beauty in adding live web chat to your website is that it provides a vehicle for consumer engagement, bringing a true and unique user experience at the precise moment you have their attention.” quote=”The beauty in adding live web chat to your website is that it provides a vehicle for consumer engagement, bringing a true and unique user experience at the precise moment you have their attention.”]
Why Adding a Web Chat Feature to Your Website Gives You a Market Advantage
Business & Marketing Tips: The Best Live Chat Software for YOUR Website
If you answer yes to any of these three questions, then your website is a good candidate for a new chat feature:
Do you sell goods/services on your site?
Does your website attract a community that would benefit from more engagement?
Are you (or somebody at your company) available to respond to chat inquires regularly?
The best web chat software for your site will depend on your website goals and your budget. For some small businesses, it makes sense to focus more on simplicity and ease of use, while other, more technical companies might want a more robust offering that can serve as more than just a live web chat platform. In our chart below, our criteria heavily favors software whose primary purpose is providing live customer support, rather than helpdesk/tech support or serving as a team chat or CMS platform. The chart features of 11 of the top web chat products to consider for your website.
Click on the image below to see a larger version. Please note that we have no affiliation with any of the following products; we just want to help you make an informed decision.
Keep in mind that all of these recommended products offer a free trial, which will allow you to see how well they fit your company’s needs before committing.
Web chat is just one piece of the larger marketing puzzle. You need to take a multi-channel marketing approach. This means leveraging your website, social media, email, Google My Business, PPC and several other direct and indirect “channels” in order to interact with prospects and encourage them to take a specific action.
Not auditing a website before determining the scope of work for a large SEO project is like going fishing with no bait. You’ll only get bites from the small fish that don’t really know SEO. An experienced SEO agency will not take on a large SEO project without auditing it first.
Oh, your website isn’t working? Can’t afford a website SEO and brand audit? There’s your problem right there. You don’t have a budget to do real marketing. Might as well not even finish reading this post then if you’re “one of those.”
What’s Does a Website SEO and Brand Audit Include?
I think it’s hilarious when business owners call and tell me their website traffic is tanking and when I offer a paid website audit, they tell me they don’t need it. Huh?!
Every website needs an audit, even if there is SEO actively being done. A full website SEO audit would include reviewing the following:
Your brand and how those keywords appear on Google search
How well search engines can access the website
Which keywords the website is currently ranking for
The design and user experience quality
How fast the website loads on all devices
How the website scales content to fit on all devices
The online brand reputation
Social media exposure and messaging
Website content quality
Quality and quantity of backlinks
How many internal links are broken
Duplicate content issues
Link penalty issues
Competition and their organic exposure
A comprehensive website SEO and brand audit should be performed by an SEO expert – someone who knows what to look for. Tools can help identify issues, but it still requires a professional to dissect the data and tell you what’s really wrong with your website. It also requires an expert to develop an effective SEO strategy that will fix all the issues found in the audit.
Seems like common sense right? That’s because IT IS.
You should perform an audit on your website on a quarterly or semi-annual basis. This doesn’t mean tracking the website in a tool and waiting for the tool to tell you what’s wrong. I mean a real website SEO audit where someone manually reviews all of the action items mentioned above.
Why You Need an Audit Right Now
Businesses often come to us with broken websites. The business owner doesn’t really know why their website is broken because they’ve been paying for “SEO” for several years. The truth is, their business probably wasn’t really investing into a real SEO campaign. There are a lot of companies out there that do spammy SEO techniques and get away with it because business owners aren’t aware of the shadiness.
Businesses that are caught up in the old SEO techniques, or that haven’t had their website analyzed in a while, need an audit right now to get out of the slump they’re in. Ninety-nine percent of the time, we will need to do a major cleanup of the past SEO to make the site compliant with Google’s quality guidelines.
Another reason you need an audit right now is because your website probably sucks. I’m not saying that in a bad way; it’s just true. There aren’t a lot of website developers that understand the complexities of SEO. Therefore, they won’t have the ability to build you a fully optimized website. It will just be a skeleton.
The real website experience comes from high-quality user experience designs, silo architecture, dynamic development and great content. If you’re missing any of those, your website sucks.
A rock-solid website requires a team of professionals to develop the site, because designers, content developers, website developers and SEOs should strategically work together to develop the most KICK ASS website for its industry. [clickToTweet tweet=”When your website isn’t producing leads, your business is losing money and opportunities for growth.” quote=”When your website isn’t producing leads, your business is losing money and opportunities for growth.”]
That should be enough reason to purchase an audit.
Keeping Your Website Healthy Means More Money for Your Business
When you maintain a healthy website, the organic rankings will climb. The rewards? More money for your business because you’re constantly attracting qualified leads.
Keeping your website optimized with fresh content and digital assets creates a real advantage for your business. Websites can see thousands of organic rankings and easily 20,000 unique visitors by just keeping it clean with fresh, high-quality, optimized content the audience wants to see. We know because we’ve done it.
Don’t Cheap Out on Your Website SEO
Looking for qualified inbound leads? You need an audit.
Looking to grow your website traffic? You need an audit.
Trying to dominate your competition online? You need an audit.
Have an outdated website? You need an audit (and a new website).
To be real, every website should have a professional website brand and SEO audit done right now. We’re on a mission to clean up all the spammy websites that provide zero value to users. More specifically, we’re looking to build businesses valuable websites that have beautiful designs, messaging and SEO. [clickToTweet tweet=”If your website SEO isn’t bringing in qualified leads or your website isn’t converting them, an audit is considered PRICELESS.” quote=”If your website SEO isn’t bringing in qualified leads or your website isn’t converting them, an audit is considered PRICELESS.”]
If you’re ready to dominate your competition and grow your brand organically online, you have to invest in SEO. Well, what are you waiting for? Let’s get started!
When discussing website construction, the terms web designer and web developer are very often used interchangeably. To the laity, both of these titles simply describe a person whose career is building websites for businesses, and to an extent they are right. However, web designers and web developers work in two separate, but often closely related, spheres of website production.
While the roles of web developers and web designers are different, both work hand in hand in order to create a visually stunning and structurally sound website. In this article, we’ll discuss the differences and similarities between these two types of professionals to help you decide which one you need for your business.
What Is a Web Designer?
A web designer’s job is all about capturing the essence of a client’s vision and transforming it into a model of a potential website that is both aesthetically pleasing and user-friendly. Similar to the way an engineer is responsible for designing the blueprints and models for a bridge before construction begins, a web designer’s task is to create the look and feel of a website before the web developer can bring it to life.
A good web designer will be equal parts artist and craftsman, possessing both a solid understanding of design theory, as well as the technological limitations faced by the development team in charge of building the website.
A web designer’s job description includes skills such as:
Knowledge and proficiency in both logo and graphic design
An understanding of design theory, including flow, color, spacing, balance and proportion.
An intuitive feel for creating the best user experience for a website’s visitors
In-depth knowledge of software tools such as Sketch, Photoshop, Illustrator, and Canva
Maintaining up-to-date knowledge of the latest trends in the design world
What Is a Web Developer?
A web developer’s job is to take the models and sketches for a website created by the web designer and turn them into fully functional webpages. If the web designer’s role can be likened to that of an engineer or architect, consider the web developer as a sort of construction worker responsible for building the website from the ground up.
Web development can be broken down into two main categories: front-end development and back-end development.
The Front-End Web Developer
The front end of a website is what visitors will see and interact with on their browser. Also known as the “client side,” the front end consists of all of the text, images, colors, buttons, internal links and menus that the user experiences directly.
In short, the front-end developer is responsible for making sure that the visitor experiences an error-free website that looks exactly how the web designer envisioned it.
There are three primary coding languages used by front-end developers. These languages are:
Hypertext Markup Language (HTML)
Cascading Style Sheets (CSS)
The Back-End Web Developer
A website’s back end refers to the portion of a website that a visitor will never directly experience, and is made up of three parts: an application, a server and a database. The back end serves as the link between the server and the website’s visitors.
The majority of the code for the web application can be found on the back end. It’s important to keep in mind that poor coding on the back end will translate to a sluggish, glitchy performance on the front end.
Back-end coding languages differ from front-end coding languages, and include:
Ruby on Rails
A backend developer is responsible for making sure that all of the right data gets sent from the server to the browser. If the front end is the 10 percent of the iceberg that floats above the water’s surface, the back end is the other 90 percent that remains submerged.
Which of These Professionals Should Your Business Use?
Web designers and web developers are both crucial players in creating an awesome website for your business, so it only makes sense to recruit the help of both.
There’s a reason why the saying “two heads are better than one” has been around for so long: because it’s the truth! When a proficient designer and developer collaborate, they can make magic happen. These two groups of professionals each bring a unique set of skills to the table, both of which are vital to the success of a website project.
The Importance of Working Together
Having the design and development teams work side by side ensures that everyone is able to plan and execute the project efficiently and effectively. Allowing the design team to run their sketches and mockups for the website past the development team on an ongoing basis guarantees that the initial design approved by the client is both practical and achievable.
After all, as a client, you never want to hear that the design team bit off more than they could chew halfway through a project.
Not only is working together from day one a surefire way to avoid many costly and time-consuming setbacks, it allows two different types of creative minds to work in synergy, creating a website that not only meets but exceeds the client’s expectations.
Additional benefits of hiring a close-knit team of web designers and developers include:
Having multiple sets of eyes on every stage of website construction, identifying and correcting flaws and mistakes as they arise
The opportunity for creative brainstorming between both right-brain thinkers (designers) and left-brain thinkers (developers)
Mutual accountability between the two teams
A finished product where the aesthetic elements complement the interactive elements, and vice versa
Despite the Difference Between Web Designer and Web Developer, Should I Hire a Hybrid Specialist?
If you are looking to build a website for your business but have only a limited budget for the project, it might be tempting to hire a single person playing the role of a hybrid designer-developer. This approach may work for some businesses owners, especially those looking for a fairly basic website and are not overly concerned with visitor engagement and conversion. However, like most things in life, you are likely to get what you pay for.
A so-called “jack of all trades” is unlikely to possess a deep understanding of both web design and web development, which means that projects tend to take longer to complete, and the final product is unlikely to live up to your, and even their, expectations.
Hopefully, you now have a better understanding of the dynamic relationship between the web designer and the web developer, and just how important each role is in creating the perfect website for your business.
If you still have questions about the various considerations that go into building a website, come check out our website design and development page and learn more about how the expert team of designers and developers at Eminent SEO can help you grow your business and your web presence.
As a business owner, you take pride in the products or services you provide to others. If you are a strategic marketer representing a business, part of your action plan includes positioning your client in a manner that maximizes their visibility and entices a specific audience to ultimately convert a sale. It isn’t as easy as it used to be. Here’s why.
Over the last decade, the sales cycle got so…much…longer. Conversely, though, human behavior dictates instant gratification. How could one possibly merge the two effectively? By adding a chat feature to your website, you’ll get in front of interested parties faster, increasing conversion rates by 30 percent or more.
Patience Has Lost Its Virtue
The adage “good things come to those who wait” was created long before internet technology came about. True, many savvy would-be buyers take their time before making a purchase decision, but the process has drastically changed from when Baby Boomers were young. (Ugh!)
Now, Gen X and Y dominate the eCommerce playing field, with Generation Z moving up quickly. To these three consumer targets, patience was never looked at as a virtue, but a complete waste of time.
The sales cycle has become lengthy; just ask any salesperson in the tech, automotive, real estate or retail fields – to name a few. Before people could pull up Google and search for answers, they would have to rely on physically entering a brick-and-mortar store and trusting the knowledge of the on-site sales staff.
Today, consumers intermittently search online for months, gathering information, comparing products, pricing and associated reviews. While some will continue online through the end of the sales cycle and purchase via a shopping cart, others take the time to go to the physical business to get a feel for the product or service, its people and culture before buying. And even then, they often go back to the virtual store to make the purchase.
How to Turn Today’s Searchers into Immediate Buyers
Let’s turn the focus on you for a moment. After all, you’re a part of the same buying pool as everyone else. You’re reading this blog online; we all live in the virtual space, more than many of us are aware of or would like to admit. As such, we put an incredible amount of emphasis on not only what we find online, but also on what others say about their life experiences offline.
Simply open Facebook or Twitter and there’s a variety of rant available to read. There are also the ever-popular puppy or foodie posts all magnified through the ability to reply, comment or chat. So why not capture customers in the manner they’ve already grown accustomed to?
Chat It Up
Introducing web chat for business. Think of it as a robust layer to online presence that gets you in front of customers and prospects faster than anything else. You already know the benefits of individualized customer service when a customer comes to meet you face to face: It gives you the opportunity to be of service and to sell with the advantage of ongoing engagement.
Web chat provides the same opportunity – by allowing you to meet consumers where they are the moment they are on your website. Any business without web chat defines “you snooze, you lose.”
Strike When the Iron Is Hot
The advantages of having web chat mirror the same principles as the three-second rule in advertising: As a business owner, you have about three seconds (if you’re lucky) to get the attention of your audience – whether it be through an old school print ad, radio or television commercial, pay-per-click channel, etc. Why? Because people have zero attention span. And the attraction of the next great swipe and scroll makes it easy to lose your audience to your competition.
The beauty in adding live web chat to your website is that it provides a vehicle for consumer engagement, bringing a true and unique user experience at the precise moment you have their attention. Moreover, people tend to make purchases when there is an emotional connection between themselves and a product or service.
Sample Sites that Use Web Chat to Increase Sales
Food & Beverage
An unexpected web chat pop-up might not be well received in every instance, but the conversion rates it brings are well worth the annoyance it sometimes invites. But, as you can see in the three examples above, there are various levels of discretion when it comes to offering a chat option on a website.
It’s up to your business (and the tool you choose) if you want the chat to pop up automatically or if you want the user to make the first contact. It will probably take some tinkering (A/B testing, perhaps) to figure out what speaks to your visitors the most.
Brand Recognition Lasts Longer with a Personal Experience
Imagine you’re looking for a pair of jeans. Yes, the search can be a conundrum, and more so when attempting to find the right fit from a website. What are the chances of having to return whatever you purchased? Pretty good, I’d say.
But if you have a web chat available at the time a shopper is looking at a specific item, before they click on a size, the user could ask how the sizes typically run or how much “give” there is to the fabric, for example. Now that buyer has been given accurate information, there is more comfort and trust in the product, and potentially an increase in product purchases and return visits to the site.
One more thing: Every good online experience will be shared with friends or family and followers. It’s amazing what a single, positive consumer transaction can do to build brand awareness, market reach and sales volume. And it can start with a chat.
Consider the Right Time and Space When Adding a Web Chat Feature
Most smart device users don’t need to wait to search for information until they are in front of their desktop or laptop. They seek and find what they need to online the moment the idea strikes them – via cellphone or tablet.
When considering a web chat platform, make sure to include design elements to maximize the user experience for smart devices. This means don’t let the chat pop-up take up too much valuable real estate on the screen. If the pop-up overwhelms the rest of your website content, then you’ve blown any goodwill with the user.
People Think They Know What They Want Until You Tell Them
Not all shopping involves purchasing. There is an art to shopping; some people thrive on it while others avoid it like the plague. Shopping is almost like a romance.
There’s an element of mystery, and when you finally make the decision in wanting to have it (product not people), you pay for it. The frustration is in the decision-making phase.
The Power of Indirect Persuasion
What might be appealing to the eye often differs to its reality, especially in product presentations that exist on the web. Deceptive? Perhaps. But it’s also about how humans perceive them.
We have expectations irrespective of what is real and how we want it to be. Marketers know this phenomenon well, as they’ve witnessed it during focus groups – in rooms filled with people who give their opinions and responses about a product based on what they’ve seen or experienced during the testing session.
What researchers have discovered about human behavior is that what we intellectually say to describe how we feel about something may differ from how our brain and bodies react. It’s called neuromarketing.
People are comfortable with what they already know. But what they don’t know is a web chat manager’s dream and a gateway to nurturing new customers and upselling more product.
Web Chat Is Just One Piece of the Larger Lead-Nurturing Puzzle
Looking at the world through word-colored glasses, I am continuously in awe of how we evolve as people in business. We strive to communicate in a direct approach and, when we see fit, through subliminal channels. As a content strategist, I look forward to sharing all perspectives to help entertain, enlighten and engage more in others.
First announced to the public in late 2015, Google’s Accelerated Mobile Pages (AMP) Project, has reshaped the way we surf the internet and consume content via our mobile devices. Because webpages running on the AMP format load directly from Google’s servers and are built with a stripped-down version of HTML, they consume up to 10 times less data than non-AMP pages. This means that AMPs load incredibly fast compared to traditional mobile pages.
In today’s tech-based culture, users value speed and efficiency above all else. Google knows this and hopes that with its open-source AMP platform, it can provide users with information at record-breaking speeds.
We’ve written on this topic before, but it’s time for an update. In recent months, Google has announced some major changes to the AMP platform – changes that have left many publishers wondering, “Is adding AMPs a smart move for my website?”
Recent Changes to the AMP Platform
AMP is an ever-evolving project that aims to reshape consumer behavior. Here are some recent changes to the platform that publishers should be aware of:
AMP Is Rolling Out More Customization Options
From day one, the AMP project has prioritized speed over style. AMPs may load with lightning speed, but the lack of design capabilities and interactive features often discourage visitors from actively engaging with the content.
Recently, however, there have been some much-needed improvements in functionality and customization options. Today, AMP pages are beginning to look much more like their non-AMP counterparts. Now we’re seeing webpages that load quickly and still look stylish; what more could you ask for?
New URL Displays Are on the Horizon
As it stands, AMP pages display a Google-based URL instead of the actual website’s URL. Obviously, this can be rather frustrating for publishers hoping to build brand recognition.
Fortunately, Google has announced that by late 2018 they plan to display the publisher’s domain in search results sourced from their AMP cache. This is encouraging news for brand marketers, but we’re going to wait until the full plan is unveiled before we get too excited.
AMPs for All Devices
Once exclusive to mobile search results, AMPs have made their way to desktop search results as well. If you want your site to remain competitive, you’ll need to make sure that any AMPs you build are functional across all web-browsing devices. If they’re not, you risk subjecting much of your audience to a clunky, frustrating experience.
Crackdown on Teaser Pages
Some publishers have found a way to work around the AMP project’s disadvantages. So-called “teaser pages” are stored in the AMP cache and benefit from increased speed and priority placement on Google’s carousel.
These teaser pages then link to the publisher’s native non-AMP page through a call to action, such as a “Continue Reading Here” button. Publishers had effectively found a way to have their cake and eat it too.
Google is putting a stop to this workaround by requiring that both the AMP and non-AMP versions of a webpage contain the same content. If Google believes a publisher is using their AMP page as a teaser, it will simply stop directing traffic there.
The Benefits of AMPs
Here are the pros of using AMPs in your digital marketing strategy:
AMPs have a major speed advantage over traditional mobile pages. The increased loading speed of AMP content comes with a host of benefits, including:
Visitors are more likely to engage with content and make purchases on pages when they know the process will be quick and hassle free.
Shorter load times also mean that visitors are less likely to lose patience and navigate away from your content.
At the moment, using AMPs won’t automatically increase your page or domain authority. However, AMPs are eligible to be displayed in Google’s “Top Stories” carousel, which sits at or near the top of search results pages, depending on what you search. While Google’s carousel mostly features news articles, if you create an AMP on a frequently searched or hot topic, your content can potentially “skip the line” and jump all the way to page one of a Google search.
Also, Google’s carousel is no longer the only spot while you will find AMP content. Since 2016, Google has featured AMP pages in the organic search results as well. The AMP logo (a white or gray lightning bolt in a blue circle) can be seen just beneath the meta title of all AMP entries. For certain searches, you may see AMP-only results throughout page one.
Increased Visitor Engagement
The evidence is beginning to show that visitors are more likely to engage with the content on AMPs compared to traditional mobile pages. The minimalist design of AMPs makes it easier for visitors to navigate through the content on your page.
Visitors will be more likely to leave comments, watch embedded videos and follow links when they aren’t distracted by the clutter typically found on non-AMP pages.
The Drawbacks of AMPs
Unfortunately, there are a few cons of AMPs that we must mention:
AMPs May Not Increase Site Traffic
Because AMP content has a Google URL and resides in Google’s servers, AMPs won’t directly increase traffic to your website. While Google has announced plans to remedy this problem in the future, clever publishers have already developed effective workarounds.
For example, AMP publishers can add a comment button to the end of an article, but when the visitor clicks it, they arrive on an equivalent page on the publisher’s own site, which is where they’ll actually leave the comment.
Keep in mind that it’s not the end of the world if users don’t click through an AMP page to the publisher’s website. After all, just having your content reach the front page of a Google search result will go a long way in building brand recognition, especially if users keep seeing your content again and again.
While the AMPs themselves may load quickly, any external content on the page is likely to lag behind. This is a big problem when it comes to hosting advertisements. Visitors are likely to scroll past an ad before it has loaded, killing any chance at conversion.
Google claims to be in the process of addressing this problem, but until it does, publishers need to take this variable into account.
Analytics Leave Much to Be Desired
Google usually sets the standard for quality analytics, but the analytics available for AMPs are pretty unsatisfying at the moment. While you can keep track of basic metrics like visitors and engagement, you won’t have much data to work with to improve your visitor’s experience.
For an easy reminder of the pros and cons of accelerated mobile pages, feel free to download or share this image:
The Pros and Cons of Accelerated Mobile Pages for YOUR Website
Even though AMPs are most beneficial for news publishers, any business that maintains a blog and publishes timely content on popular topics can potentially benefit from this technology. This is especially true if there is a techie on staff who can learn to build webpages using the AMP code.
On the other hand, businesses that publish evergreen content (or don’t have a blog at all) may find that the time and money it takes to duplicate parts of their website in the AMP format is just not worth it.
Still unsure whether your business should try it out? Contact us today, and our team of expert designers and SEO analysts will help you determine if AMPs are a wise choice for your website.
You may rely on phone calls to generate leads and sales for your business, but do you know exactly where these calls are coming from? Was it your website that inspired the caller to reach out to you? If so, which page sparked their interest?
What about your traditional ads, like magazine or billboard spots? Do you know exactly how much business each of these advertising assets is bringing in for your company?
You’ll need to know the answer to these questions if you want to unlock the full value of your advertising dollars. Thankfully, this process is more automated today than ever before. No more asking callers where they heard of your business before calling. Instead, you can leverage versatile call tracking software that can be integrated directly into your website.
Why Use Call Tracking Software?
Call tracking can be used to analyze, optimize and grow an organization’s return on marketing investments. An established call tracking platform will make it easy to see what’s working and what’s not.
It should be clear which ad sources are worth the investment – the ones that are generating leads – and which strategies to pull your money out of – the ones that are generating crickets. This analysis ensures that you have the opportunity to direct all of your funds toward the most promising campaigns.
Who Could Use Call Tracking?
Call tracking can be very helpful for businesses of all sizes, from food trucks and mom-and-pop shops to SMBs (small and medium-sized businesses) and multinational corporations. Any company that relies on phone communication to provide a major source of revenue can streamline its operations by taking advantage of call tracking.
Your Business Needs Call Tracking Software: 6 Reasons Why
Call tracking provides a long list of benefits to any business that uses it, but we’ve narrowed it down to six of the top reasons, in no particular order, you should consider using this type of software:
Discover Customer and Business Information
Call tracking helps identify peak hours when users interact with your business, as well as how: through organic search, paid ads, local search, social media, etc. The ability to track each consumer’s personal engagement with your brand is an immensely powerful tool for your marketing team.
Additionally, most modern call tracking software programs are designed with the understanding that marketers are interested in collecting detailed demographic information about their callers. It is then up to your company to leverage this data effectively to optimize and improve your marketing strategy.
Monitor Marketing Channel and Campaign Performance
Many call tracking software programs allow you to track calls on multiple levels:
Using call tracking software, marketers are able see the keywords that drive the most phone calls and conversions. By being able to identify the keywords that are driving calls, marketers will have more insight for developing content strategies as well as improving engagement for pay-per-click campaigns that are already underway.
Campaign tracking allows you to monitor any type of marketing channel, both online and offline. By using unique phone numbers for each channel, you’re able to see the performance of each channel in real time. This data helps you analyze which lines of communication are reaching your audience most directly.
Since most customers these days interact with a business in multiple ways, multi-channel attribution enables marketers to track the path of a lead through every step of engagement. With information beyond the first and last touch points, this feature paints a clear picture of which specific channels result in conversions – and which ones are bottlenecks in the buyer’s journey.
Review Landing Page and Keyword Data
As online marketers, we recognize the relationship between upward-trending page visits and conversions via mobile search. Since this is a significant source of high-quality traffic, it is vital that we know which keywords result in conversions on mobile. Call tracking software is the perfect tool for answering these questions.
Additionally, the keyword data helps your company to identify trends between search terms and the quality scores of dedicated landing pages.
Assess Call Quality, Customer Service and Sales
Many call tracking software programs provide the ability to record calls. Analyzing this data along with call volumes can help your business make necessary adjustments to boost call and customer-service quality internally.
If you start “scoring” your calls and incorporating personnel development into the call tracking process, then you’re really taking your marketing to the next level. Scoring calls means ranking an employee’s performance, based on their ability to fulfill a designated criteria, such as:
Engaging with potential leads
Guiding a caller to a purchase
Providing information to unqualified leads
Responding to callers asking for general info
Recording and scoring calls provides a gold mine of otherwise-missed opportunities to grow your business. Comparing your call volumes, conversation lengths and call-quality trends will help you plan and implement successful marketing campaigns.
Additional examples of data that can be collected through a call-tracking platform includes:
Total calls answered
Number of calls converted
Number and type of outgoing calls made
Measure Marketing ROI and Effectiveness of Your Advertising Campaigns
In all likelihood, you’re already using several tools to manage various aspects of your business – such as email and inbound marketing, contacts through CRM, and team chat. The best call tracking programs will integrate efficiently with the tools you already use. This will help you understand which combinations are performing well and which tools are in need of more support.
Through this integration, you can also learn more about how visitors are interacting with your brand and where they are in the buyer’s journey. In addition, analytics and ROI stats help you measure and attribute engagement and conversion points to specific sources, campaigns or posts.
Comply with Industry Standards
If your business is in the health care field, then you already know the importance of complying with the Health Insurance Portability and Accountability Act (HIPAA). Certain call tracking programs are designed to comply with HIPAA, and they will keep your callers’ information secure while protecting your business as well.
Maintaining compliance with HIPAA does not apply to every business, but some organizations will be subject to violations if they start using call tracking software that isn’t HIPAA friendly. Make sure you find the software solution that best suits all of your organization’s specific needs.
Help with Setting Up and Understanding Call Tracking
Call tracking can get pretty complicated, so don’t be shy in asking for help from experienced digital marketers to set up this software and understand how to use it. At Eminent SEO, we rely heavily on call tracking software to understand our clients’ callers and evaluate which ad sources are and are not making an impact on the campaigns. Our team is data driven, so we use call tracking stats to develop custom marketing ROI reports for our clients.
If you’d like to learn more about integrating call tracking software into your website and your other digital tools, we’d be happy to provide direction. Just reach out to us anytime.
It may be one of the older digital marketing channels, but it remains one of the most fruitful for businesses. You’ve got to do it right, though. Check out this email marketing tip from our CEO, Jenny Stradling:
Highlights from the Eminent SEO Blog
A recent survey revealed just how many businesses are currently trying their hand at content marketing. The number is only going to grow, so here are 3 tips on fine-tuning your strategy and setting it apart from the competition in 2018.
As for one last SEO development, our very own Zach Ankeny wrote about a recent change he noticed in Google’s search engine results pages, specifically pertaining to rich snippets and knowledge graphs. Will these changes affect your website?
At Eminent SEO, we are already feeling the effects of having modernized and refreshed our website, and man do they feel good.
Our new-look website is already drawing in a number of new business leads, and it has us wondering, “When are you going to do the same?”
Even if you launched or redid your website a couple of years ago, it may have already fallen behind the curve. Yes, the internet moves that fast. Trust us, we redesigned ours not even four years ago, and it was already feeling long in the tooth prior to relaunching it last month.
If you’ve been looking for website redesign help or you just want a second pair of eyes on how your site can look or function better, reach out to us anytime!
Google search results pages are now featuring more knowledge graphs and fewer rich snippets, but are rich snippets going away? A Google executive suggests they won’t.
Our Holiday Message
May your holiday season be merry and bright! Happy Holidays from us here at Eminent SEO.
Highlights from the Eminent SEO Blog
Take a look at last year’s holiday season sales stats as well as this year’s projected numbers, and then review these 19 tips on how your company can cash in during the eCommerce craze this month and into the new year.
What does rudeness look like in the workplace? What could be causing these uncomfortable interactions? Take a lot at the consequences of workplace incivility, and then try out these 7 tips on cultivating a more civil work environment.
B2B (business to business) website conversions have become a common marketing tool for many companies. This has been propelled by rising access to the internet globally and the need to increase market penetration for businesses.
A conversion in the context of digital marketing is the rate at which those visiting your website provide you with an opportunity to market to them by filling out your digital forms. Through the forms, visitors share their contact info with you and confirm that they understand you may use the information to market your product(s) and services to them in the future.
What Is the Importance of Having a B2B Website For Your Business?
Businesses are endlessly trying to build their presence online as more and more people are able to access the internet globally. If you aim to develop and grow a successful business online, you can find some of the resources provided for free online.
The Benefits of a B2B Website Include:
You are able to increase your customer base: A B2B website makes it possible for your business to analyze customer trends and incorporate strategies to convert new visitors into customers. More conversions will translate to more sales and eventually an increase in overall sales.
It helps improve your marketing strategies and overall brand: This becomes possible when you develop pages and products that meet the individual needs of each potential customer. This strategy is critical in increasing the conversion rate for your business.
It makes your business scalable: B2B websites will make it possible for your business to improve its marketing strategies and align them with market demands. This can be achieved through creation of new sales channels for emerging market segments.
What Steps Can You Take to Optimize Your B2B Website Conversions?
The adoption of internet marketing has been booming as its efficiency, cost and effectiveness have proven to be worthwhile, and seemingly every business is investing in this new trend. Digital marketing can be effective if you are able to direct traffic to your website to convert those visitors into customers.
What Are the Strategies You Should Use to Optimize Your B2B Website Conversions?
You should rework your product or service offers: Every person enjoys getting a product or service at a reasonable or discounted rate. You should look at the offers you are providing to your potential customers and evaluate whether they are the best deals you can provide. You could also come up with other ways to make the offer more tempting. Under the offers you are providing, determine whether you have positioned them well on your website; offers should highlight the best deal for you to attract more customers. If the offer price does not seem captivating to customers, consider revising it.
You should focus more on your product’s benefits and not features: The common mistake that you are likely to make is putting an emphasis on the product’s features without focusing on the benefits of these features. To avoid the mistake, you have to design your business based on the solutions or insights that you intend to bring your customers. Your product’s features will have little meaning to a potential customer compared to highlighting the benefits of those features or the customers’ problems that the product could solve. You should use the product’s features as an attention grabber that attracts more people to your website, and the benefits of your product should play the role of converting website visitors into customers.
You should target high-quality leads: Focusing on a wide range of leads may not necessarily lead to more conversions. Instead, it may even increase the cost of marketing. You should always ensure that the methods that you employ currently to generate leads should be able to attract the right people. You can have a higher conversion rate if you are able to funnel more high-quality leads without making any changes to the marketing strategies. You should always analyze your previous target market, see its achievements and then determine if there is a need for improvement to make it more efficient.
You should consider retargeting your audience: Many businesses always want to increase financial spending to increase the number of leads, although this strategy is not always effective. You should consider directing more finances to those who have already traveled partially into your sales funnel, as this increases the chances of achieving more conversions. Focusing on retargeting marketing strategies is likely to be persuasive to those already in the sales funnel and increase their conversion into customers over time.
Always watch what competitors are doing: Changing your strategies can be determined by what your competitors are doing, and this can help you know the new trend in your industry. If you think your competitors are getting it right, you should consider monitoring how they walk their leads down the sales funnel, their pricing strategies, their webpage designs, and other marketing strategies. To know more about your competitors’ strategies, you can always follow them on social media, sign up for their newsletters and frequently visit their websites.
Ensure that your customers can trust you: Online marketing is based on trust and how you earn it from your potential and current customers. Getting a stranger to trust you can be a cumbersome affair. Building trust requires you to work on your credibility over time. You can increase your credibility through providing customer testimonials on your website, listing your previous customers and providing satisfactory guarantees as a way of earning your potential customer’s trust. This is likely to lead to more conversions over time, as more people will start having trust in your business.
What Are the Limitations of B2B Website Conversions?
Always remember that high B2B website conversion rates do not translate to high performance: Rates and actual numbers can differ greatly. As such, you should focus on the raw numbers more than the rates. For instance, if you have low visits and conversions are high, the conversion rate can be high while the sales numbers are relatively low. Meanwhile, someone with high visits can have low conversion rates, but the sales will still be substantial.
This method assumes that all visits to your website have the potential to convert, and this can be misleading: You are likely to get new visits to your website from people who do not intend to purchase a certain product but are interested in the product’s features.
Chances are that when you grow your site, the conversion rates will decrease: When your site grows, the number of visits will increase and the number of sales will increase, but the conversion rate is likely to go down.
Many firms have come to appreciate the role of technology in product and service marketing, since a majority of traditional strategies are no longer reliable. You can take the steps listed above to optimize your B2B website and ensure that you achieve high conversions.
Is your website doing more than hosting images and sharing information? A properly designed and managed website can be a powerful tool for converting visitors into customers.
Don’t know where to start in terms of designing a lead-generating website? Here’s a few important questions to ask during a site redesign:
Is the design of my website conducive to a positive user experience?
What types of data-capture strategies are being deployed across the site?
Will the website’s design feel intuitive to a diverse group of users?
Does the website include an easy-to-follow path that leads visitors toward a purchase or inquiry?
Digital advertising offers considerable ROI that can’t be beat by other forms of marketing. That being said, your company will have to execute these strategies effectively to get the best results. Eminent SEO offers complete website design, development and hosting services, should you need them.
Clear marketing communication is key when you’re trying to expand your business or update your brand. That’s why it’s so important for professionals across every industry to watch their words and communicate precisely.
The following industry resources highlight the importance of communication techniques within the context of website messaging:
Using the right words makes a big impression on your customers and can increase conversions. Kissmetrics explains the concept behind and application of “power words” in this in-depth blog post.
This Search Engine Journal article focuses on strategies for driving sales through phone conversations. The technology might be dated, but the right communication strategy can turn a phone line into the company’s most cost-effective lead generator.
No list of business communication tips would be complete without a nod to smartphones and their users. SEO Pressor outlines strategies to improve marketing communications over mobile devices.
Eminent SEO News
This month, we’re celebrating our 8th anniversary! Eminent SEO was formed in October 2009 in Mesa, Arizona, and we’ve grown into a larger team with a newer, larger office space to call home.
And along the lines of this month’s newsletter, we’re also on the verge of refreshing the look and content of our website.
Check back in on our site soon to see its new look in action and to explore all that we have to offer!
Highlights from the Eminent SEO Blog
Many pieces of content walk the fine line between keyword-stuffed SEO copy and interesting, relevant information. This article outlines a few strategies that can help make this chore a little easier.
Reviewing the web presences of several major news websites is a great way analyze digital communication strategies. Here are the common mistakes made by some of the nation’s news leaders, along with some suggestions.