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An informative website is key to the success of your online presence. Customers are researching your business online before they even interact with you. You want to be helpful, informative, and encourage people to do business with you. Your website functions as your virtual salesperson. The website should avoid confusing visitors by having a clean, modern design that informs and is easy-to-use. If not, you will lose business.

Website Questions to Consider: 

• What does your website say about your business?
• Is your website user friendly?
• Is your website optimized for different devices and screen sizes?
• Is your design modern or does it look dated?
• Is your company and contact information up to date?
• Are you providing answers to your customers' questions?

You may already have a website that needs minor adjustments. Or your website needs a refresh to help you build your online presence. No matter where you’re at in your online journey, you don't have to do it alone. Work with professionals to make your website work for you and be the best it can be.

 

Search Engine Optimization is ever-changing. A good SEO strategy is vital if you want to show up organically in search engines. People go to search  engines to find answers. They are typing words, phrases, and questions related to your business or industry. The goal of SEO is to show up, on the first page, when people are searching. Increasing your search engine rankings takes time, effort, and expertise.

SEO Questions to Consider:

• What are your most important keywords?
• What is the search volume for keywords you want to target?
• How is your website currently ranking?
• Where are your competitors ranking?
• How are your customers finding your business online?

The goal of SEO is to know the answer to the questions above. Armed with information, you can build a SEO strategy to improve your rankings. Higher rankings will gain your business more leads and growth. Search engine algorithms are ever-changing. Whether you're tackling SEO on your own or you're looking for a partner, SEO must be part of your strategy.

Recommended Reading: Tips for Improving Your Website’s SEO Ranking

Search engines, like Google, display different ads when people are using their search engine. Is your business using paid ads to show up in search? With increased online activity, a Pay-Per-Click (PPC) strategy can pay big dividends if done right. With PPC ads, you can show up when people are searching and in need of products and services you provide. Take advantage of search by funneling these users to your website. A Google Partner, like us, and can help you create and manage your Pay-Per-Click Google Ads campaigns. Pay-Per-Click ads can increase your traffic and online business. We will ensure your ads are being as effective as possible. You set the budget; we deliver the results.

The Social Media industry continues to grow, and it is a great place to promote your business. You'll want to do some research to see which social platform is right for your business. The audience and messaging preferences will differ depending on the channel(s) you choose.

Top Social Media Channels to Consider:    

• Facebook
• LinkedIn
• YouTube
• Twitter
• Pinterest
• Instagram

Have your target audience, or buyer persona, in mind when creating your strategy. Social media is for sharing updates and information about your company with your community. You can also keep up with other businesses and stay in touch with your followers. It’s important to have a social media strategy in place and take advantage of these free platforms.

If you don’t have the time to manage your social media, or don’t know where to start, work with a professional! We can help you come up with a social media strategy. We're here to help you grow your business and keep in touch with your customers.

Email Marketing is another marketing tactic that is popular. This strategy involves creating a contact list of existing and new customers. Your business has, or should have, a list of customer emails that is growing continually. Stay top-of-mind and keep engaging your customers by having an email marketing strategy.

Email Marketing Content to Consider:

• Company newsletters
• How-to guides
• FAQ
• Recipes
• Industry specific information & more

There are many different tools and programs out there for email marketing. The program you choose will depend on your audience size and frequency of emails you want to send. You may have to experiment with platforms to find one that suits your business needs.

Recommended Reading: Email Marketing Made Fast, Easy and Affordable

Keywords (or most often, key phrases) on your website help your business show up when customers are searching for related terms and phrases. With an active blog, you can share content related to these keywords that will help your business show up in search. Where you show up when people are searching for your keywords is your search ranking. You want to know your ideal keywords and create content about these keywords. You should regularly track your rankings.

Keep the customer in mind when creating content and choosing platforms to use. Create a buyer persona and make sure the content you are creating matches up with that persona. Create a plan and stick to it. Set measurable goals and track your success.

Content Creation Questions to Consider:

• How often are you going to blog, post to social, and send marketing emails?
• What content are you going to create for these platforms?
• What buyer persona is this content for?
• What is an indicator of success for your efforts?

Analytics and Reporting tools help you track your digital marketing efforts. Does your business have Google Analytics set up for your website? Are you using analytics reporting available on Facebook, YouTube, and other social media platforms? Analytics tools offer valuable insights for your business and your buyer personas. There are many apps and tools available for analytics. You will have the option of free and paid analytics tools. Do your research and find the right tools that will work best for you and your business.

Dashboards that combine analytics information are the most useful. Pen Publishing Interactive can give you comprehensive reporting from many platforms in one place. However, we don’t just show you charts and graphs, we also evaluate our findings. We help you understand what your analytics mean and use our findings to grow your business. If your website is design and developed by Pen Publishing Interactive on our custom CMS, FlipperSD™, you will have added value with built in analytics. FlipperSD™ CMS features a dashboard with Google Analytics insights. Having analytics right on your website is always a plus.

If you need help analyzing your online efforts, we can help! Marketing takes time, strategy, and some trial and error. Make sure to analyze your results, make changes, and keep going!