Archive for June, 2017
  • Do small businesses need to scale back their social media automation?

    66917067 - feedback concept on screenAs a small business marketer, you have a full plate every day. Your to-do list keeps getting longer. Thankfully, automating your social media takes a bit of weight off your shoulders. It ensures that you’re sharing content consistently, staying active on the right platforms and ideally connecting with your audience.

    But can too much of a good thing become a bad thing? Only if you aren’t using it wisely.

    Be careful about what you automate. Canned replies that come across robotically or auto-resharing of inappropriate posts can lead to PR disasters. When a blunder happens, any efficiency gained from the automation is lost to the time and money spent trying to recover from the setback.

    What’s a small business to do?

    Use automation for the core content but make sure your engagement is handled by humans. Your audience craves real, human interaction. Interact genuinely with fans and followers by giving individual responses. Limit your promotional messaging and focus more on listening to what people are saying on your social channels. Then respond appropriately, as a real person. Be mindful of your messaging around current events. Newsjack and hashtag very carefully, if at all. Remember that you’re building relationships – and measure every interaction against that goal.

    Automation still has an important role to play in social media management. But businesses need to remain personally involved with their fans and followers.

  • Four key design elements of highly converting landing pages

    32357683 - vector people programing develop web site and applicationDo you want to increase the number of leads and conversions on your website? Landing pages can help, but they won’t necessarily generate solid leads or conversions unless they have the right design elements.

    Be sure to abide by the following design principles to ensure success.

    1. Encapsulation
    No one likes to be sold to, at least directly. You have to build interest in the product or service you are selling as well as establish trust with the customer. Rather than just promoting what you are selling at first, provide your audience with something that is valuable to them. This could include an ebook, whitepaper, tip sheet, freebie or even a contest to win a prize. Each of these things will pique the interests of your potential customers and will lead them to your landing page, where you can promote the product or service you are selling.

    2. Directional cues
    Once your visitors come to your landing page, they may not see your CTA (call-to-action) or know where to go to find it. If used properly, directional cues can help guide your audience to your CTA and drive a lot more leads and conversions. For your directional cues, use arrows or geometrical patterns that point in the direction of your CTA. You can also use eye-direction cues, white-space cues and even encapsulation cues.

    3. Contrast
    Colors can make a difference in getting people to see and click on your CTAs. Sometimes, however, the contrast between colors could be the main driver in turning visitors away. Make sure the colors of the backgrounds and the text you use contrast well with each other. Your content should be easy to read. Also, make sure the color of your CTA is easy to see.

    4. Use of white space
    If you’re trying to stuff your landing page with text and images and there’s barely any room for anything else, you’re not providing enough white space. White space allows your CTAs and other important elements of your landing page to stand out.

    Understanding and implementing each of the design elements of highly converting landing pages will help increase the number of leads and conversions you receive. If you have any questions about landing page design or need help, feel free to contact us.