Welcome Traveller

We've put our knowledge to good use, by sharing insights gained and knowldge earned to help business owners and entrepreneurs make the most out of Marketing and the Web.

Target Consumers Better With Data

Digital Marketing is Overwhelming

Learning how to target consumers who want what you offer can be a be tricky business. With so many of us being bombarded with the latest digital trends, it can be hard to work out which way to turn. We’ve all been exposed to self-styled Gurus and Marketing Agencies promising you results on the Social Media platform of their choice. Unfortunately, there is no quick solution to building an effective Digital Marketing Campaign, instead, we have to do our homework.

Many Marketers make the mistake of promoting their products or services on social media with little to no effect.  Quite often they end up connecting with similar businesses who are after the same piece of the pie. So what are they doing wrong?

This article will help you to understand how to build a detailed customer acquisition strategy which will help you to target your ideal consumers, increase brand interaction and help establish your business as an industry leader.

How To Target Your Ideal Consumer

Welcome to the world of Target Marketing; Where we use data to seek out hidden insights that will massively change the way that you do business. Like all good marketing campaigns, we first start with an industry-specific data harvest.

Luckily there is a mountain of Research Findings, Case Studies and Statistics that allow us to identify what type of audience you need to focus your efforts on, what their habits are and where they hang out. We can also use data to reveal what type of marketing methods will yield the best results. Define the type of content that has the most appeal and what type of person is more likely to spend the most money.

Here are just a few statistic-rich sites we find useful when identifying your target market.

Ask The Right Questions

There are many questions you should be asking yourself when putting together a strategy, with many variables to consider. So make sure you talk to co-workers to find out if you’re asking all the right questions.

Here are some of the questions you should be asking:

  • Who spends the most?
  • What type of Social Media do they use?
  • How do they form a purchasing decision?
  • What time of day do they go online?
  • Who are the biggest spenders?
  • What type of content gets more interaction?
  • Does anything prevent people from buying?
  • What emotions help influence a purchase?
  • What type of device are they using?

Cross-reference Your Findings

It goes without saying that data varies geographically with some dated statistics having the potential to skew your results, so make sure you cross reference your findings, it might be time-consuming but it’s better to be safe than sorry.

Use Your Findings To Craft User Personas

Once you have identified your target audience it’s now time to start creating some User Personas. User Personas are a great way of visualising the way potential customers might discover and interact with your business. This helps you to learn about what biases a certain group of consumers might have, what obstacles they might face,  and what they find appealing.

When putting together Personas it is important to flesh them out with information gathered from your research, like age, their job role,  and what motivates them to be interested in your product or service.

target consumer

It’s also important to craft extreme versions of your potential customers when creating your User Personas. This helps you to more easily identify with the different types of consumers, whilst aiding you to understand what influences a purchase (e.g product reviews,  next day delivery, contact details), and what might prevent them from buying from you.

If you need help putting together your first User Personas then there are many Persona Generators online. We tend to get on with Hubspot’s version the most www.makemypersona.com.

What’s the Hook?

Understanding what content appeals to your consumers is key when building a successful digital marketing campaign. To some, it might be demonstrating how experienced or knowledgeable you are on a certain topic (Like I’m trying to do here), or maybe you want to promote images of the latest technology products to men at lunchtimes. The point is; you can use your data to find out when to advertise, where you need to advertise and most importantly, what appeals to your target market the most.

Create a User Flow for Testing

A user flow is a visual representation of the journey you want your customers to take, starting from the traffic source of your choice, all the way to where you want to guide your users, like a contact page or checkout. A good user flow is easy to navigate, making sure that information a customer might want is no further than two clicks away.

You don’t need to design perfect looking User Flows like below as some people find it easy to sketch theirs with a pencil and paper others like myself tend to Use Sketch App as it’s quick and easy to use.

 

Use Personas To Test Your User Flow

The great thing about using personas when testing your User Flow is because it allows you to put yourself in the person’s shoes, helping you to understand what people will be looking for and what creates friction.

It is important that you try to address as many concerns consumers have on their way to making a purchase with your business, like making sure your website is mobile ready, displaying a returns policy high on the page or maybe offering a money back guarantee. The point I’m trying to make is that it should be clear to you what different users will be looking for, and addressing those concerns right there on the page.

Execution

Once you have fully tested your user flow across a multitude of different scenarios, its time to start making the changes to your website. It helps to design each page and prototype your project first for user testing. This helps to identify usability issues and cut down on the need for re-coding your website when problems (which they often do) come about.

prototype

Use Analytics To Find Out What Worked

Once you have made the improvements to your website based on your findings it is important to use your Website Analytics to understand what worked and what didn’t. Try looking at your User flow information or maybe your in-page analytics.

Alternatively, you can use Heat Mapping to working out areas for improvement like www.hotjar.com.

Summary

Thanks for reading, I hope this article isn’t too cryptic and there are many areas I have just skimmed over when putting together this article.  But I hope I’ve helped you to understand how you can target your key demographic and increase your online sales.

If you would like to learn more about how we create our detailed customer acquisition strategies then contact us or leave a comment below.

Bespoke Websites vs Templates

The Growth of Web Design

Website design has changed drastically over the last 10 years thanks to an explosion of easy to use drag and drop Content Management Systems (CMS), meaning anyone these days can build a website, as a result of this the Web Design industry has seen an explosion of new digital agencies offering website design as a service.

The Big  Web Design Lie

Web Design is a vague way to describe an industry that requires a wide volume of skills which consist of User Interface Design, Graphic Design, SEO and being able to code in a wide variety of different languages, such as HTML, CSS, PHP, JS (to name a few). But because the industry is not regulated it now means anyone with a Content Management System can claim to be a website designer, even without being able to code, which has had a drastic knock-on effect.

Businesses are losing out

Many business/company owners hire a website designer believing they are hiring an experienced designer/developer who will hand code their project from scratch, but nothing could be further from the truth, with many agencies pretending to hand code their own websites but are secretly buying templates from places such as Theme Forest for £50 and are pocketing the rest as profit. Business is business, I get that but the problem is that many of these websites fail to make enough money and because they lack the knowledge and experience required to design and build a website that stands a chance of competing in a digital world.

Here’s an Example

I spoke to businessman last year who was frustrated by his websites lack in ability to do create sales or appear in the search engine result. After analysing his website I told him the first thing he needed to do is add a simple Call to Action (CTA), containing keywords he wanted to be found for. Unfortunately his “web designer”  didn’t know how to code, and was unwilling to let a developer make the improvements for him. As a result, the businessman was unable to make improvements to his website and still doesn’t get any sales to this day. Furthermore, the businessman was instructed to advertise his website online dues to his belief that lack of traffic was the main issue as to why he wasn’t getting any sales, further leading to more money being wasted on a website that still doesn’t to this day make any sales.

The Industry Is Losing Out

I spoke to Matteo Duò at Codeable about problems in the web design industry, with him expressing his sadness and frustration at the growth of cowboy web designers worldwide with many website developers struggling to find work or having to drive down their prices to keep competitive, even when they hand code the project. It seems the only way to compete is for many designers to start re-selling templates instead of hand coding their own projects, further hurting the industry.

Bespoke vs Templates

As a website developer, you get to see many types of websites come and go, so I’ve set out a list of pros and cons that callout many of the issues businesses and companies face when choosing to opt for a Templated Design vs a Bespoke Website.

Website Templates

Template Pros


  • Look great (Initially)
  • Low bar to entry
  • Cost-effective
  • Easy for clients to update

 

Template Cons


  • Poor SEO performance
  • Stunt digital growth
  • May not be built for your industry
  • Not very flexible
  • Poor Brand Consistency
  • Badly Coded (inline CSS)
  • Might Use Out of Date Code
  • Become un-stable over time
  • Hard for Developers to update or improve
  • Will need replacing in a few years

 

 

Bespoke Websites

Bespoke Website Pros


  • 100% designed around your needs
  • Have better search engine performance
  • Designed to compliment your brand
  • Use the latest development techniques
  • Freedom grow as you please
  • Bespoke content management
  • Agile friendly
  • Better conversion rates
  • A more experienced service
  • Any developer can take over
  • Version control

 

Bespoke Website Cons


  • More expensive
  • Take longer to build
  • Developers are harder to find

 

Summary

It goes without saying, you are at the mercy of the developer/designers experience but as you can see; Having a bespoke website far outweighs the benefits of opting for a templated website. Unfortunately, there are still many Cowboy Website Designers out there who will tell you that they can code, so I have included a quick great page that will help you to find out if your web designer has got what it takes: http://www.cinqpartners.com/is-your-website-using-template-5-easy-steps-find-out/

I hope you enjoyed this article and if you have something to add to this conversation then add your comment below.

7 Tips To Increase Website Leads

Introduction

As a website designer, many business owners have asked me what they can do to increase website leads. Unfortunately, this is a common issue many business owners face in the 21st century. The frustrating thing is that many websites drum up little to no business, using up time and valuable money that would have been put to better use elsewhere. Sadly, many try to tackle a poor performing website by paying for Google Adwords and Facebook Ads with little to no impact, which further leads more money being wasted and the business owner feeling disillusioned.
But don’t worry, help is at hand as I show you 7 Tips to increase your websites conversion rate.

Before I go on, it is important to note that these tips are aimed at helping small to medium-sized businesses, even though many enterprise-level companies would find the information contained in this post helpful, it does lack the necessary details that would help a fully fledge eCommerce website or Large Service Provider.

 

7 Tips to Increase Websites Leads, ROI

 

1. Add a Call to Action (CTA)

You would be surprised to know that 70% of people don’t have a simple Call To Action (CTA) above the fold on their website, with statistics showing that 90% of website visitors who read your main headline will also read your CTA in its entirety, so it goes without saying:- having a clear and concise CTA to greet your website visitors is worth its weight in gold.
So whether you want people to fill in a contact form, give you a call or signup to your newsletter, having a short and sweet call to action should increase your chances of gaining more leads and reduce the chances of losing that potential customer forever.

Another Great thing about having a CTA is that it leads to better Search Engine performance, that’s because increasing the chance of people interacting with your website reduces your websites bounce rate, which works as a signal to search engines that your website is relevant, and up to date.

2. Make Your Website Easy to Read

I’ve lost count of how many website home pages I have visited, only to be greeted by text blocks so large that even the most enthusiastic reader would feel dismayed. So it’s no surprise to many that most people aren’t going to read large volumes of text about how awesome your business is because:
– They don’t have the time
– Its Hard Work

As a business owner, I know it can be difficult to show restraint when telling people how unique and brilliant your business is, so instead try these simple formatting tips:
– Write shorter paragraphs
– Don’t allow text to fill 100% width of the screen
– Use Headers, to sum up, and gain attention
– Use Lists, Tables and Bold text cleverly
– Increase Paragraph Line Height
If you follow these steps, not only will your user read your content more, but the Search Engines will reward you also.

 

3. Optimize for Mobile

Over 60% of internet traffic is now on Smartphone with many people researching for products and services on their mobile. In 2017, 80% of smartphones still browse online using a 3G connection, so it’s important to have a fast loading website, especially if your business is based in a rural area. Luckily there are many open source Frameworks available to developers like Zurb’s Foundation or Twitters Bootstrap.

Why not test your website at Google’s Test My Site to see how your website measures up?

 

4. Reviews: Get Them & Show Them Off

During a customers decision-making process, many potential customers apply a bit of independent research before deciding, where to go, what to buy or who to call and your business is no exception. Luckily there are many places business owners can gather reviews, but we find that Google Business Reviews offer the best service due to its ability to increase exposure and is often the first thing people see when searching for a local business which leads me onto my next tip…

 

5. Open a Google Business Account

If you have ever searched for a local business using Google, then you have probably noticed local businesses featured in the top of the search results. Google Business is a free, easy to use tool that helps put your business on the map. If you used correctly, Google Business is a great way to cheat organic search results as long as you use it to provide accurate, relevant information such as opening hours, and details of your products and services.

 

6. Be Easy To Contact

Something as simple as making your contact details easily available for people enquiring about your business helps massively, remember; people are lazy and they do not want to search your site for something as simple as a phone number. So it’s also important to provide options for your potential customers because not everyone wants to call or fill in a contact form, so help people out and give them options. I myself have asked clients why they chose to contact my business and not my competitors with some stating “it was because I could find your contact details easily”. It is also important to note that giving your potential customers different ways to contact your business further increases the volume of enquires.

 

7. Backlinking (inbound traffic)

Many business owners expect their website to gain traffic automatically just by being listed on Google. Unfortunately, many business owners don’t realise they are missing out on gaining traffic to their website because they haven’t added any quality backlinks that generate traffic to their business online.
Backlinks in lamens terms is a link to your website from another external website, such as adding your website URL to a social media post.
Backlinks are an important way of driving people to your website, and the more links you have posted throughout the internet, the easier it is for people to find you.

Search Engine Algorithms take backlinks into account when ranking your website in the search listings, so the more quality backlinks from pages relevant to your business the better, but be careful before you plaster your domain name all over the internet, as a poor quality backlink such as; linking from an untrusted site or adding your website to irrelevant sources will do more harm than good.

Here are a few places you might want to start linking from:
– Social Media (Facebook, Twitter, Instagram)
– Online Directories (Yell, Trade Finder, Yelp, Linkedin)
– Blogs (WordPress, Medium, Blogger)

Backlinking has changed over the years and has slowly morphed into what is called Content Marketing today.

Content Marketing is a great way of gaining new website visits from people who are already interested in your product or service, for example; a Florist might find it helpful to write an article about the Top Ten Valentines Gifts for Her with a link to a website where the products are sold.

Content-led SEO is one of the best ways to promote your business, as it helps to establish your business as a market leader,  gain trust in your brand and increase referrals from people who interested in your product or service.

Summary

These 7 tips lightly skim over the subjects at hand, so I do recommend that you spend some time researching each and every one of these topics if you want to make the most out of your website, but if you spend 10 to 30 minutes a day focusing on your website, you’ll start to see a return on that investment in no time.

We offer a wide range of Marketing Services that you might find helpful, we also offer free marketing tips and impartial advice for people looking to get more out of the web.