personas

To Create Effective Website Content … Know Your Audience

To create effective website content … know your audience. Content marketing is an effective way to stay in touch with your audience, provide them helpful information, and in so doing, position your firm as a company they would want to do business with. But it’s not just touting your features and benefits. It’s all about understanding your audience, knowing the problems and challenges they face, and giving them helpful information and insights they can use. But what do you do with all the fascinating blog posts, news items and infographics you add to your website over the years?Knowing what your readers want will help you organize your content to ensure that your website’s navigation remains simple for your audience as the number of your website content pages and posts expand. So how do you know what your readers want? Well, one effective way is to create a customer Persona. These…
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7 Keys To Managing Your Online Presence

Clients often ask how they can optimize their websites. We give them the wheel once we’ve built the car so to speak. This gives them more control of their online marketing efforts. Below we have comprised a list of seven key tools for clients who want to manage their online presence. Of course, we wrap all of this up in a bow by using our favorite Content Management System (CMS), WordPress! Content is still King! Fresh, relevant content is necessary to move the needle in terms of both Search Engine Optimization and effective communication. Take advantage of the blogging function on your website and share information about your products, services or upcoming projects with your consumers and clients. The last thing you want to do is squander your investment in a great new website by having it go stale. Engage your consumers and clients with Social Media. Devoting time to 2…
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Google Analytics – 4 Key Metrics to Watch

Google Analytics provides a lot of greatly detailed charts, graphs, and tables that show how well your website is helping your company establish credibility, enhance brand awareness and increase sales. But for some, the sheer amount of data can be overwhelming. Fear not. We have winnowed it down to four key metrics to focus on to help you get a clear picture of what’s happening on your website. 1. Learning about your Website Visitors via Google Analytics Google Analytics tells you how many total visits you’ve had over a set time period, how many were Unique Visitors, the average time spent viewing your site, and the average number of pages viewed per visit. What this data tells you: Traffic spikes could be the result of a website redesign, an event you spoke at, or links from other sources. A steady increase shows that what you’re doing something right. Traffic that…
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Creating Compelling Content

Last month, we talked about why your business needs a multi-channel content strategy to increase your company’s awareness among clients and prospects, capture their interest and prompt them to take action. We also spoke about targeting your content to the needs of your target audience (not your peers) with text that is informative and interesting and will resonate emotionally with your customers. Sounds great. So, what exactly should you write about? And how do you create compelling content?Well, technically, the sky’s the limit… and if that frightens you, you’re not alone. If it’s any consolation, almost everyone runs out of ideas at one time or another, including famous writers such as Leo Tolstoy, Virginia Woolf, Stephen King and J.K. Rowling. So what happens when that copy deadline is looming and you just don’t know what to say? Well, here is a great infographic that provides 22 wonderful suggestions to create content that is…
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Strategic Planning

Content Strategy: Why Your Business Needs One

The latest trends say that content is an effective way to build brand awareness, increase sales, and retain your customers. And you think, so I’ll start a blog, add a video to my Facebook page, and post a topic of interest on my LinkedIn profile. That should do it. Ah, if only it was that easy. The truth is, good content can help you achieve all these goals BUT only if it is based on a well-planned and executed content strategy. Basically, this means creating compelling and valuable content (and by content, we’re talking anything that’s visual, audio, or written—online and in print) to a target audience and distributing that content through a variety of channels on a regular basis to capture the readers’ interest and prompt them to action. And a good content strategy isn’t a one-time solution but an ongoing process. 6 Steps to Developing a Successful Content…
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Writing Web Content With Personas In Mind

When you sit down to write something for your website do you struggle to find just the right, compelling language? You want to show your readers that your team knows what their talking about. You want to establish your credibility. But what happens too often in this desire to appear a “subject matter expert” – in marketing parlance – is the copy becomes jargon-heavy; it becomes more about the writer than the reader. So how do you write web content for your business that is compelling and written for the reader? Create personas. What Are Personas? A persona is a fictional character, if you will, representing a segment of your target audience. The persona is written around a particular behavior or goal. For every goal, there will be a persona. For example, say you own a wine store. You will have some customers that are wine connoisseurs and already knowledgable about wines. They…
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Wireframe

Website Design Matters

Well, what else would you expect us to say? But that doesn’t make it any less true; website design matters to the success of your site, the plethora of exceptions to the rule notwithstanding. When visitors land on your site their first impression will greatly effect the amount of time they spend on that page and on your site. And if you look like you slapped the site together overnight, expect that visitors will see you as a fly-by-night operation – and keep their credit card or contact information to themselves. So what goes into designing a website that invites people to stick around? Here are some simple guidelines you can use even if you are using a “website in a box” template.

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