Internet Marketing Podcast, Web Usability Blog - Intuitive Websites

  Once you have made the time to write Website Content, here are a few tips on writing content that will get conversions and provide a strong ROI. Content is critical to Web success and plays a big role in getting conversions. Content can be many things: Taglines Headers Blocks of text Captions Images/graphics/photo/videos/audio Anything on the site where there is a connection with the user. Where do you start? Answer the questions: What does your company do and who is your company? Homepage, create connection with the user so they want to dig deeper into your site. Effective tagline. Write for the target market and for the Web. include a contact us link on every single page and give users many options (forms, e-mail, face to face visit, phone call). Use links within content to drive the user from small to large content. Promotions and an invitation for spontaneous action on every page. How does Web content drive leads? Work even harder than in the past on your content. Branding and your services description have to be top notch. Services must make a connection with the branding statement. Well organized, resources content show you are a leader in the service you offer. How does Web content drive sales? eCommerce sites must connect a lot of pieces that start with your brand identity. This includes photos and captions and product descriptions written for the target market. What are the key action items for the listener? Communicate brand identity on your home page. Carry the brand identity throughout the Website. Know what the user is looking for and help them find it. Make use of captions on photos. Use deep content on the about us pages. Also, use deep content in your resources section. Place conversion points on every page. This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

An Intuitive Websites Webinar on how to get your Website found in Google.

  Getting content done for a Website is a big challenge.  Our clients either don't have time or do not know how to get it completed.   It is worth the investment to either learn the skills or hire someone to put good content on the Web.  Why is it such a challenge for small or large businesses to get content to their Website?  It takes time, it's hard to find the time, and it requires skill and practice.  Also, the best content resides with just one person or a  few people in any organization.   Don't use any of these reasons as an excuse for not getting the content on the site.  It can be a team effort.  The team will need to have the following skills, a) comfortable with English Language, b) understanding how people read Web copy and c) an understanding of the content and industry. One way to make all this happen is to hire an external web marketing team to help direct the process to ensure the content is completed.  Whether the content is created internally or externally it still requires a process and persistence.   If you choose to have content written by an external web copy writer  be sure to hire someone that will spend the time to interview the business team and really learn the industry so the final content is relevant and accurate. What types of content are we taking about? Home page copy and branding Key bullet points About Us content Captions and tag-lines Headers Product and Services Resources based content  (blog, information content) Where can Web marketers go to get resources or get started? Keyword research- content should be keyword rich to help draw search engine traffic.   However, write for your target market first and search engines second.  Start with the branding component – homepage messaging. Find a copy writer that knows how to write for the Web.  If decide to go internal, make sure they get training to do it well. Many good books on Web content Call Intuitive Websites to help direct the process and/or find you the right person to write your copy. Key action items: WRITE- and do it every day.  The more you do it the better you will get at it.  Take the time to think about and develop a strategy for Web Content. Make it a priority in your Web marketing strategy.  Share what you have learned, write what you have learned about your industry.  Find someone to help you or learn yourself Make the time, don’t make excuses. Next podcast will dig a little deeper on this topic.  We will talk about content that drives the conversions.   Once you have made the time to develop content, next make content that will drive conversions. 

Follow along with our Podcast at http://www.UCCS.edu   College and university Websites are unique in many ways and we have much to learn from these complex sites.   They have a diverse set of objectives, multiple stakeholders and many messages to relay. College/university Website design and management is challenging and time consuming. Start by identifying the target markets (students, parents, faculty etc.) and identifying their needs.  Then develop a plan and strategy for the Website based on those needs. The three key areas to focus on are 1) navigation, 2) conversion points and 3) contents/images.  The University of Colorado at Colorado Springs Website has complicated navigation.   They are using graphics for navigation, many users will not know that these are navigation points.  Below are some recommendations for this site: Simplify navigation and focus toward the target markets Keep the site design and menus consistent on all pages Financial aid and registration areas need to be easier to find. Buttons for "Apply Now" can be very effective.  These should be clear conversion points throughout the site.  Use real UCCS students and faculty in photos to better personalize the site.  Let's look at a few other colleges Websites: Stanford University: Using image and graphics that are true to the institution and their homepage navigation is easy to follow. Massachussettes Institute of Technology: Integrated the experience of being at MIT into their homepage Harvard School of Business: Clean homepage design, consistent design throughout. Colorado College: Strong photography with a focus on graduation, the first initial benefit from going to college. Social Networking will have a big impact on future college students.  Social media is central to this target market of college bound high school students.  This is an area of marketing for colleges and universities that is just waiting to be tapped.  Action Plan for UCCS: Do the research and homework to develop a new site map. Develop conversion points to meet the needs of the users and the college/university. Look at other sites, what are they doing well and not so well. Conduct user testing in key target markets.

In this podcast, we discuss Websites and the subconscious mind.   How does the subconscious mind play into Website marketing? Users do not know why they do what they do in user testing. Their subconscious mind does not know the difference between real and imagined. Not logical and is emotional. In this podcast, we examine the web and the subconscious mind.  How can Web marketers deal with this? Web marketers should integrate user benefits with the Website experience. They should keep design consistent to what works on the Web. Usability and your stats are key indicators of success. Ask Yourself What are the key action items for the listener? What is your Website’s impact on the user’s subconscious mind? Are benefits integrated into the user experience? Is the site consistent and trustworthy? Actions to Take Watch your stats and look for evidence. Conduct user testing. Read Buyology and other marketing books.

  What is marketing segmentation? It is the process of determining the various characteristics of your marketplace and preparing a Website that meets those needs.  Identify the customer and what they perceive as benefits and overall value.  In other words, it is the science of understanding your market place and dividing it into segments.  Segments might include demographics, pricing, quality, and service expectations.   Understand the ranges of expectations and what your target market perceives as "value". Successful marketing segmentation allows you to better meet the needs of your customer, and do it better than your competitors that may not have that focus. Two Great Books Blue Ocean Strategy (Kim and Mauborgne) The Discipline of Market Leaders (Treacy and Wiersema) There are three market focus disciplines: Operational, Product  and Customer. Some rules to consider a) Strive to excel in a specific dimension of value, b) Maintain threshold standards on the other dimensions of value, c) Dominate your market by improving value year after year, and d) Build a well-tuned operating model dedicated to delivering unmatched value Marketing Segmentation and Web Marketing Focus your homepage content and navigation to speak directly to the market segment you are targeting.  The content throughout your site should also support your marketing strategy.  Close attention to detail and finding a unique market place are key.   Use Web based segmentation strategies to drive traffic. Focus on bringing less traffic but focus on the quality of the traffic. Search engine research is a form of market segmentation. Email, content distribution, and strategies on social networking should be addressed to the niche market segment you have identified.  Action item plan Become a strategic Web marketing expert-do your homework. Utilize Google Analytics Deliver message and a Website that connects with your target market For more information visit IntuitiveWebsites.com.

Website marketing should have very strong ROI and Websites are investments. In this podcast we will explain how this process works.   Your Website is an Investment, how much should it cost? Build a Website: $5-20,000 Market and maintain a Website $500-$1000+ a month Every dollar should be tracked and return measured You should see significant return or ROI The key is in how you establish and define return? Conversion Strategy Defines Return Leads, sales, email subscribers and more Consider referrals, branding and competitors Small changes greatly impact Website ROI Must Have Web Stats – Google Analytics and Goals Unique visitors Bounce rate Pages visited Traffic sources Time on site Conversions Goals and funnels   Action Plan: Set strategic conversions and offers Set-up Google Analytics to measure those conversions Build accountability through staff, external consultants and in meetings Set conversion goals and run numbers Expect a return and make it happen

The economy continues to be weak, but the Web gets stronger.  Many companies are adapting to the economy in ways that will fundamentally change how they do business in the long term, especially financial, auto, real estate and construction firms to name a few. Click below to play.   What is causing the growth in Web marketing in the downturn? A strong need for ROI in marketing Cut backs in other areas of the company Inexperienced staff asked to manage the Website marketing efforts Layoffs leading to more small business start-ups, temps and freelancers The Web continues to grow in popularity and use Growth of social marketing on the Internet Demographic changes and their use of the Web Lower consumer spending driving people to the low-cost Internet Who are the people impacted by the recession and how can Web marketing help them? Graduates looking for work Experienced job seekers, freelancers and temp workers People starting or ramping up a new, small business Small and medium sized business in various markets Large corporations  Graduates and Experienced Job Seekers Stand out with a Website and your own, personal domain name Use the Website as a new type of resume Develop a Web page for the company you are pursuing Social networking and your content is very important New Business Start-Ups Follow the Intuitive Websites' four step process The Web will probably be your main marketing channel Established Business Staffing for Web marketing during layoffs When and how to outsource Web marketing and Website ROI (our next podcast) What are your competitors doing? Action Plan Maximize the Internet in your job search Seek outside help Learn the fundamentals of Web marketing Measure your return and monitor Don’t take your Website for granted, you need it now more than ever!  

One of the greatest challenges to Internet marketing success is Website content.  Content is the most important part of your Website as users ultimately come to your site to read content.     Who Will Write the Content? You need to have someone with the right web writing skills, time and direction to produce the most effective content. Make it a priority and look in-house our out-source.  Content creation is an on going project and you have to keep your content updated.  How does one learn how to write Web copy? Use clear headers, bullet points, small paragraphs and clear direct graphics.   Cut your content in half and still communicate the same message.  If your domain does not easily convey what your website is about your headline and tag lines become critical.  The Principle Law of Website Content 10 out of 10 Rule All 10 will be able to understand exactly what you do within 10 seconds of coming to the site.    The value your business provides should jump off the homepage.   Your taglines and bullet points should be clear and direct on the home page.   Example pages that are struggling with these concepts are Convene Now and ConsultatitiveHealthCare.  Avoid Market-Speak to Drive Conversions Brochure copy should be avoided and cut to the real benefits your provide customers.    Users want to read about what value your business offers not reading about your business.  User convert when the read the content so make sure it is the content they are looking for.  Develop a Content Theme Homepage content should be centered around three or four central themes that are key to your business.  User will be looking to answer these questions 1) who are you? 2) Are you professional/qualified? 3)  How can you help me?   If they think you can help, they will convert.  You can reinforce these messages in your navigation and your product and services descriptions   Your Social Networking tools  should be noted on your Website linked accordingly.  Much of the content on Facebook, Twitter etc. is utilizing the concise content we have been talking about.  Bad Content is Ignored Most users do not read poorly presented or written content.  Learn how to write effective content and increase your conversions. Recommended reading:  Killer Web Content by  Jerry McGover,  Letting Go of the Words  by Janice Reddish and Don't Make Me Think by Steve Krug. Action Plan Assign someone to direct content and train that person Get inside the head of users and ask the 10 out of 10 question Write content for conversions and strategy Write content for SEO Update your site weekly or more often This has been the Intuitive Websites Internet Marketing Podcast for more information and to see all the available podcasts and much more, visit IntuitiveWebsites.com.

Intuitive Websites LLC  provides free Website reviews. This podcast will review PlusMoreMedia.com that was brought our attention by one of our podcast listeners.  Plus More Media provides creative media solutions that make an impact for your business. For over five years they have been helping clients improve their business through customer focused Web design, graphic design, and video production services.   Let's take a look at www.PlusMoreMedia.com Website Audits Review Each of the Four Steps :  When looking at a site we review all four of the steps to a successful Website.  1. Strategy:   2. Design and Development3. Driving Traffic4. Website Performance Strategy and Design Message is not direct enough to tell us what the site is about in 5-10 seconds.      Perhaps choose a tag-line that follows the navigation.  Focus on  Web graphic design and video production and show differentiation -what makes your company different.  Professional design, clear navigation and layout.  Suggested a rotator image to get across your message : a "big" image to communicate quickly what your business is offering. Simplify the home page and tell the rest of the story within the site.    Scale back on homepage content. Focus on conversion point- they are using "Deal of the Month" , this is a good offer and shows a good impression.    The offer should be duplicated throughout the site.  Banners are often hidden to a users.   Many graphics are often not seen.  Driving Traffic: The site is using very competitive and generic keywords. They are missing 'where you live' in the title tag to narrow focus.   Use niche words.  Resource tab is missing – place for free stuff and more content. Blog link difficult to find, on the New navigation.    Did a good job putting the articles on separate pages.  Long scrolling page, it would be helpful to make all links blue and underline.     Brief description then lead to complete article.  There is a lot of good content on the site, work on the organization and accessibility of it.  Performance: How many leads are coming to the site and how many are converted to customers?  Difficult to find the Contact information.    Recommend phone and Email on every page with prominent placement.     Form on contact page is great but could add area to find out what the potential client really needs or present them an offer for completing the form.      Add information when customer what time frame they will be contact.  An About Us page with photos and information about the people that make up the company/service is what users want to see.  People also want to see the client list and what you have done for them.   Present credibility as well as the people/personal side of your business. Avoid blocks of text.  Use bullets or at least headlines over the blocks of text.   Action plan Simplify and make content more direct. Make conversion points more visible and easily found.  Focus the graphic images. More local focus and niche categories/keywords/strategy to drive traffic – use stats to help make these decisions Change conversion points  to an "offer of the month" and reinforce that you have  service to offer. If you'd like your site audited go to IntuitiveWebsites.com.  

  Why does a business need a podcast?  Huge audience available to hear your message.  People are multi-tasking to be more productive.   Audio can be running in the background while listeners can continue other work at same time. Blogs and podcasts are really one in the same.  Add your mp3 files to your blog and you have posted your podcast to your blog.   Some great resources are podcastalley.com and podcast.com. Many people say, "I don't have the technology to create a podcast".   It doesn't take a recording studio to make a podcast.  They can be produced in the comfort of your own living room with little expense. Macintosh computers come equipped with Garage Band, a free program that will create your mp3 files.   PC users can download a free program at audacity.com.  Use a good USB headset and microphone.  One microphone for each person speaking gives best results. Professional announcers/hosts are a nice touch.  Voices.com and Voices123.com are two sites to get you started.  Action plan: Make podcast strategy part of overal content distribution. Get the right equipment (basic usbmicrophone, software, host, music). Experiment Prepare outline of key points Summarize the key points on the blog posting 

Blogs are now a key element of any Internet marketing presence. This podcast outlines strategies and methods for creating dynamic content on the Web with a blog for your company.   Why is blogging important for your businesses? Blogging can be used for entertainment or news and can establish you as an authority on your industry. Writing content is one of the best things you can do for your business. Search Engines: Google loves content!  Blogs are search-engine magnets and serve to create cross links from your main site back to your blog and vice-versa. Better Results: Users convert based on content. Add value to your customers via great content. Action items Go set-up a blog with WordPress or Blogger or on your own site Commit to writing lots of content and/or pointing to interesting Web-based resources Develop a community Add content every week and assign someone (or multiple someone's) to creating new content on a regular basis

In this podcast, we examine 10 things that every Website should do, presented in two parts, concluding with items six through 10.   6. Have user testing done7. Work on and offline8. Get excellent ROI9. Be the best in your field10. Be content rich – use all media to add great content and detail to your site

Part two of our series on how to use social networking sites to promote your business.  

  What is marketing and sales via social networking or Web 2.0?. Website Examples:MySpaceYouTubeFacebook (150 million users)Second LifeTwitterLinkedIn (Business Networking)Plaxo What are the key action items for the listener? Task someone with the action plan of social marketing. Find your target market on these sites. Build and support your community or build one. Be appropriate, don’t let it backfire, don’t be rude. Doing what has been done offline well, online.