How to Know When it’s Time for a Website Overhaul

How To Know When It’s Time for a Website Overhaul

Technology has been advancing at a rapid pace over the past several years, and there’s every reason to believe that it’s not going to slow down anytime soon. What’s more, social media has evolved into a digital marketing hub, which has escalated the competition for businesses to remain relevant. In order to contend in today’s market, your organization’s website may need a redesign, as there are hallmarks that consumers expect in terms of accessibility, new content, and an engaging experience. If your website hasn’t been updated recently, it may be hurting your business both in leads and credibility.

Consider these critical indicators in determining whether it’s time for a website overhaul:

1) Your Website Is Not Mobile-Friendly

More than ever, people are using their smartphones and other mobile devices to connect to the internet. Accordingly, you need to make certain that your website is compatible with a variety of screen sizes without undermining the quality and layout of your site.

The overall appearance of your website on mobile should be congruent with the desktop version to guarantee that customers are capable of accessing links and navigating the page from their tablets or smartphones. 

Having a website that isn’t optimized for different screens can adversely affect your search engine rankings, since Google prioritizes responsive websites in their search results. 

If you haven’t already configured your website to function the same on mobile and tablet device screens, you should modernize the design of your website without delay.

2) Antiquated Content & Lackluster Visuals

No matter what type of business you’re operating, your website needs to have an inviting visual design. Mismatched fonts and out-of-date imagery and content can make your website seem unappealing to customers. Revamping your website aesthetic can give you an edge over your competitors.

When assessing the present design of your website, ask yourself these key questions:

  • Are the images displayed on your site an accurate visual representation of your brand? Poor-quality, stretched, or run-of-the-mill stock photos are a dead giveaway that you’re ready for a redesign.
  • Is your website content easy to read and comprehend? It’s critical for your viewers’ overall experience to achieve the proper balance of text, background, and visuals. 
  • Is your website too cluttered and disorderly? Having incongruous fonts, lengthy paragraphs, or compressed photos can make it hard for viewers to navigate your site.

3) Invalid, Inaccurate, or Irrelevant Content

Do you really want to occupy “prime real estate” on your website with content of little worth to your brand or the message you’re trying to convey? Your content should clearly communicate what your business is about: its core principles, the products and services you offer, and how to get in touch with you. Here are a few clues that your content might need to be refreshed:

  • There are products/services listed on your site that are no longer offered.
  • Your most recent blog or news article was posted over a year ago.
  • Your website contains immaterial content that doesn’t correspond with your brand.

4) You’re Not Putting Social Media to Good Use

As previously discussed, a majority of people use their smartphones and tablets to access the web. They also spend a LOT of time on social media!

Two reasons why you should be taking advantage of this popular resource:

Social Media Can Help Grow Your Brand

Facebook and Instagram are excellent avenues for sharing more innovative content, advertising your wares, and engaging with customers directly. By linking your social media profiles on your webpage, you can create more traffic to each platform, which is likely to grab customers’ attention more effectively.

Consumers Prefer Brands That Are Active on Social Media  

Making personal connections with customers online helps create loyal customers and generate better feedback. Plus, it’s a surefire way to identify what your customers are looking for – this, in turn, can help you answer their questions and make informative content that they want to interact with.

Your Professional Website Redesign Is Only A Phone Call Away!

At HighClick Media, our professional web designers are experts in website redesign! We love solving hard problems with creative solutions! Our website redesign process integrates marketing, design, technology, and digital strategy, to give you the best product possible. We believe that great design inspires website visitors to take action and to take notice of your company. Partnering with us as your web design agency ensures you that you are receiving the most comprehensive web design strategy possible. Give us a call today at 252.814.2150 to schedule a consultation with our web design team!

Related Posts

know someone that needs to hear this? share it!

How to Expand Your Brand for the Ecommerce Explosion

How to Expand Your Brand for the Ecommerce Explosion

Prior to 2020, the retail industry was projected to continue its gradual shift toward digital and mobile-first purchasing within the next decade. Nearing year’s end, the future has already arrived…a bit earlier than anticipated.

Thanks to social distancing and stay-at-home measures, ecommerce expansion has escalated from 16% of all U.S. retail sales in February of this year to 27% by April, based on data from the Bank of America and the U.S. Department of Commerce. The way that consumers shop progressed ten years in just a couple of months. And it happened before our very eyes!

Some organizations were better prepared than others. Presently, every business – regardless of its scope or size – has the chance to revamp its ecommerce approach.

In this article, we’ll explore four ways that you can transform your brand in order to better connect people with products online:

Redefine Loyalty

While ecommerce brands are notorious for their pricing wars, customers these days are seeking more than simply a good deal – it’s the total value that they want. In a recent global survey carried out by Ipsos, two out of three respondents stated that the way businesses act in response to COVID-19 will influence their spending. Half of all participants asserted that they are inclined to pay more for a product if they can be assured of its quality and safety, according to research by Nielsen.

Having the proper approach to customers can help you further deliver that value. Nearly two-thirds of consumers surveyed assert that exceptional customer service is critical when deciding where to shop online, according to a Kantar study commissioned by Facebook. By being transparent in updating order details and shipping timelines, you can greatly enhance the customer’s experience.

Problem-solving is another great way to build loyalty with customers. Platforms that allow real-time messaging can help make transactions smoother and more personalized. In addition, your willingness to issue refunds, process reshipments, and engage one-on-one with customers can help contribute value to your brand.

Advancing the common good, through nonprofit donations and partnerships, can also help. By demonstrating to customers how their purchases give back to the community, you can foster a sense of community and positivity.

Build for Boomers

Baby Boomers aren’t generally regarded as the savviest ecommerce users. Regardless, their mobile and online purchases have increased 85% year-over-year, based on research from Facebook IQ. Given the magnitude and median income of this demographic, Boomers could very well signify your next big opportunity.

Nevertheless, 78% of respondents in that same study said that they encountered challenges while holiday shopping on mobile devices – which means you’ll have to come up with the proper user experience (UX) strategy in order to engage Boomers.

Major points of conflict include too-small fonts, slow-loading sites or apps, hard-to-understand product info, and too many screens or steps to complete transactions. UX personalization can help improve shopping experiences for these customers.

Consistently poll different groups of people who use your site or app, so you can pinpoint the main barriers to purchasing and make adjustments if necessary.

Promote Agility

In a recent survey from GlobalWebIndex, 80% of respondents report having delayed a major purchase due to the coronavirus outbreak.

You simply can’t afford to wait for the market to bounce back – you have to expedite it. But how? By capitalizing on the opportunity to embrace an agile organizational structure.

Agility allows you to bring your senior leadership team into alignment and make informed marketing decisions in real-time.

Adapt to “FOGO”

That’s “fear of going out,” for the uninitiated. Only half of the people surveyed worldwide are ready to return to stores right now, according to GlobalWebIndex data.

Ready for another marketing acronym? Okay, here we go. Compared to 2019, there has been a 208% increase in BOPIS (that’s “Buy Online, Pickup In-Store”) purchases, with over a third of them coming from first-time BOPIS shoppers, based on data from Adobe Analytics. Consumers are also more receptive to contactless shopping than ever before.

FOGO is a particularly relevant topic if your business involves a sizable brick-and-mortar presence. A number of retailers have effectively fashioned solutions that keep in-person interaction to a minimum, such as mobile payments, self-service checkouts, contactless returns, and improved browsing experiences.

Even if brands known for their large retail presence don’t run their own stores, they are beginning to take the concept of FOGO as a sign to create offerings that can be ordered exclusively on the internet

Conclusion

Don’t settle for “business as usual.” The best brands are established in times of crisis. Pursuing the questions that appear unanswerable today might lead to solutions that could essentially create new opportunities to propel your business for years to come.

If you’re looking to expand your brand by integrating ecommerce capabilities into your website and social media pages, the digital marketing experts at HighClick Media are more than happy to help you along on your journey. Give us a call at 252.814.2150 today or drop us a line here.

Related Posts

know someone that needs to hear this? share it!

By the Numbers: Data Application in Business Operations

By the Numbers: Data Application in Business Operations

By the Numbers: Data Application in Business Operations

 

If you’re operating in the digital space, it’s important to incorporate data and process analytics into your work process. Analyzing data and forming insights are crucial to acquiring and retaining customers, mitigating risk, and navigating a path forward that’s profitable and risk-averse. In this article, we’ll outline a few examples of data application from an operational standpoint.

Customer Acquisition & Retention

Customer Management

Customer retention refers to the strategies you use to keep existing customers coming back. Analytics is critical in this regard, as it provides predictive metrics of how your customers might react to company changes, price fluctuations, etc. A data-driven approach using mathematics, statistics, and probability will allow you to safely test strategies and develop prescriptive insights without risking the real-life loyalty of your existing customers.

The same logic applies to new customer acquisition. The first and clearest advantage of an analytical approach to data involves taking a look at the costs associated with actually acquiring a new customer. With the right implementation, you can weigh the combined costs of advertising, offers, delivery, salary, and communications against the value of the customer themselves ahead of time. 

By contrast, conversion rate optimization (CRO) is a user-centric strategy designed to increase the rate of desired behavior amongst users on a website. If you’re collecting data correctly, you’ll be able to more closely scrutinize the user journey across your website pages, forms, customer service, and ecommerce site and adapt your sales and customer journey accordingly.

Internal Process ManagementInternal Process Management Using an iBPM

Many businesses underestimate the importance of internal data capture. Depending on the size of your business, deploying analytics within the context of your own office can be cost-efficient for improving productivity and operational efficiency. Data can be used to improve hiring methods, give insights into effective management, and optimize training methods. It can also be used in conjunction with key performance indicators (KPIs) to more accurately measure team attainment and scrutinize work efficacy.

Another strategy is to use business process management (BPM) to analyze how the people, systems, and data within your business interact. You can also use this tool to automate and optimize processes and workflows, leaving menial tasks to the AI and giving your employees more time to focus on more pressing issues. Automation tools and intelligent business process management (iBPM) combine to make for a more efficient operation. When creating a BPM framework, just be sure that you’re always monitoring its effectiveness and making adjustments to improve output.

Risk ManagementRisk Management

Without data analytics, it’s almost impossible to develop an effective, long-term risk management process. If you have the available technology, you can embed data to identify risks and react in real time to market shifts, faulty internal processes, etc., thereby reducing the likelihood of bad investments and wasted time. With risk profiles, it’s possible to create a framework that weighs financial and strategic threats and prescribes a course of action that would mitigate and manage them. If your data models are precise enough, it’s even possible to predict future outcomes and build workflows that respond automatically, without intervention.

A risk assessment matrix goes a step further and ranks the likelihood, impact, and severity of potential risks. These can then be manifested as key risk indicators (KRIs), which may grow and evolve over time depending on your application of machine learning. Ultimately, you want to create an approach to risk management that changes with the data, ensuring your company is adaptable to hazards as they emerge.

Through data analysis and efficient process management and automation like iBPM, your business will be able to make decisions based on behavior prediction that will improve customer acquisition and retention and company efficiency and reduce the chance of a major setback.

Data Analysis***************

Guest blogger Cody McBride’s love for computers stems from high school when he built his own computer. Today, he is a trained IT technician and knows how the inner workings of computers can be confusing to most. He is the creator of TechDeck.info where he offers easy-to-understand, tech-related advice, and troubleshooting tips.

Related Posts

know someone that needs to hear this? share it!

Attracting Busy & Tired Customers: The Complete Guide for Small Businesses

Attracting Busy & Tired Consumers: The Complete Guide for Small Businesses

Finding new customers can be a challenge when you’re a new startup or a small business. Nobody knows your name, your budget is tight, and you’re competing with gigantic corporations that have well and truly sunk their claws into consumers and won’t be letting go any time soon. Not to mention that your ideal customers are likely busy, tired, and generally suffering from choice overload.

Essentially, you have a mountain to climb – and while it will be tough, it’s by no means impossible. Countless businesses make it – despite the odds – and so can you! You just need to work hard and make sure you’re on point with your marketing efforts and you’re driving engagement.

In this mini-guide, High Click Media offers tried-and-tested insight on how new businesses can reliably find, draw in, and engage with modern-day consumers on a limited budget.

Understanding the Modern-Day Consumer

Before you craft a new marketing strategy, you need to ask yourself how well you understand your ideal customers – or any customers, for that matter. In order for your marketing endeavors to gain any traction, you have to play to the audience – understand your customers’ mindset and then communicate your message to match.

As the Visual Capitalist notes, modern consumers – Millennials and Generation Z, in particular – are significantly different from their predecessors. Here’s how:

  • Less Discretionary Income:  Thanks to increasing education, food, healthcare, and housing prices, modern-day consumers have less money to spend. Extra work – and consequently, tiredness and burnout – is common.
  • Delayed Life Goals:  More and more, these younger generations  are delaying major life goals like marriage, purchasing a house, and having children. This tendency makes them less likely to take risks or indulge in whimsical purchases.  
  • Greater Diversity:  The racial makeup of consumers is changing considerably. You should expect to be doing business with a seriously diverse crowd.
  • Reeling from the Latest Disaster: Last but not least, everyone – small businesses, in particular – is still struggling with the impact of the pandemic.
  • More Choices: If Walmart doesn’t have it, Amazon will. Consumers need you less than you need them – and they know it. 

In short, modern consumers are, for the most part, a busy, harried lot. They have less money than they’d like, so convincing them to part with what they have will be tough. They also have fewer needs and higher expectations overall.

How to Attract and Engage with Customers

The picture isn’t pretty. But, like Benjamin Franklin said, out of adversity, comes opportunity. Business owners can turn these circumstances to their advantage by utilizing more targeted, savvier marketing.

Respect Their Time

When you’re busy – like, working two jobs – and stressed out, you don’t have time to listen to a marketing monologue. In fact, even being subjected to such a monologue can leave a bad taste in your mouth and likely turn you off to the brand. Keep this in mind when communicating with customers. Come up with a clear, to-the-point message and then try to refine it to 15 words or less – just like an elevator pitch. Practice it until you can get your message across meaningfully, clearly, and impactfully. 

Treat Them with Kindness

Kindness is a new business trend, and for good reason. Life can be challenging for modern-day consumers, and kindness is a soothing balm for the soul. Consumers remember businesses that treat them with genuine kindness, speak well of them, and keep coming back. Show kindness to your customers by offering meaningful advice, prioritizing customer service, resolving their problems, and keeping things simple.

Prioritize Convenience 

Customers’ time is at a premium. If you make it easy for customers to do business with you, they’re going to appreciate it. Some ways to make doing business with you more convenient for customers include posting regular updates on social media, offering digital services, accepting multiple payment options, and providing greater flexibility with your products and services.

Institute a Loyalty Program  

Loyalty programs are an effective way to both attract new customers and retain existing ones. If customers receive discounts and deals that few others are receiving, they’re going to feel recognized, special, and privileged – and this will make them want to keep coming back!

Speak Their Language 

The modern-day consumer has solid values and cares about authenticity, transparency, sustainability, and other ethical concerns. When you include these values in your marketing message, it’s more meaningful and attractive to customers.

Be Authentic  

It’s not enough to talk the talk – your brand will have to walk the talk, too. Ethics is incredibly important in modern-day marketing, according to Hubspot, and customers can tell when brands are faking it. If you manage to be authentic, however, you’ll have an easier time winning customers’ trust.

Remember to Personalize 

It’s flattering when someone remembers you, including your choices and preferences. When it’s a business doing the remembering, that’s even better! Build up a profile for each of your customers – it’s easy with technology – and personalize your products and services through recommendations, suggestions, and generally being welcoming.  

Ask for Feedback  

Gathering feedback collected from customers and using it to make improvements is what separates great businesses from good ones. Sometimes we don’t see our shortcomings – or our greatest potential, for that matter – until other people point them out. Feedback can not only take your business to new heights, but also has the added benefit of making your customers feel valued.

Get People to Vouch for You

Customers are more likely to trust their friends and family over the words they read in an advertisement. Get your customers to vouch for you, in any number of ways, to build on your brand in the market. Some ways to do this include starting a referral program, featuring customer testimonials on your site, and offering incentives for customers to review your business.

Be Memorable

Having solid branding is essential. It creates a bigger impression on customers and makes it easier for them to remember you. Getting a DBA (doing business as) name is an effective marketing strategy. DBAs allow you to sell your products under a different, more memorable moniker – or even branch out into a new niche. Furthermore, it’s handy when you want to market your services under a new domain but your desired domain isn’t available. 

Emphasize the Human Touch

Last but not least is the human touch. Names and branding are obviously important – but people remember other people and how they make them feel better than anything else. Some ways to emphasize the human touch are offering face-to-face meetings, training your sales team well, and making it easy for your customers to get in touch with a human being on the phone. 

Final Thoughts

Being successful in business, like everything else in life, revolves around your ability to build and maintain relationships with people. Prove yourself a worthwhile business partner and your customers will be happy, remain loyal, and keep coming back. 

If you’re in the early phases of your new startup or small business and you’d like some help getting started with digital marketing, give us a call today at 252.814.2150 or drop us a line at marketing@highclickmedia.com to see how we can help elevate your brand!

 

**********

About The Author:

Alyssa Strickland created millennial-parents.com for all the new parents on the block. She believes the old adage that it takes a village to raise a child, but also thinks it takes a village to raise a parent! Millennial-Parents is that village. Today’s parents can be more connected than ever, and Alyssa hopes her site will enrich those connections. On Millennial-Parents, she shares tips and advice she’s learned through experience and from other young parents in three key areas: Education, Relationships, and Community.

Related Posts

know someone that needs to hear this? share it!

8 Generation Lead Tips for Small Businesses

8 Lead Generation Tips for Small Businesses

Small businesses have to overcome numerous hurdles before making a name for themselves and ensuring an ever-increasing revenue stream. Naturally, some of the biggest obstacles are generating leads and inspiring loyalty.

At first glance, it seems simple enough – find a market gap and have your business fill it. Customers will flock to you without much effort on your part. In practice, it’s not nearly as effortless.

If you don’t want to be in the 70% of businesses that fail within a decade, you need to ensure that your lead generation tactics are flawless.

Let’s take a look at a few tips and tricks that will help set you up for success:

Start with an Impeccable Website

Most members of your target audience will have one thing in common – when they need products or services (that happen to be in your offer), they’ll first look them up online.

Over 97% of users search online to find local businesses and make purchases. So, only having a website will immediately up the ante on your lead generation.

Still, it’s not enough to simply have a website. You need to make it a great one if you’re going to generate and convert your leads.

Create a clean design that makes it easy for your website visitors to scan your pages and find the information they need. Be clear about who you are, what your business does, how it can help your audiences, and how interested prospects can contact you.

It’s also always a good idea to take a look at what your competitors are doing with their websites and gather some inspiration from that.

Perfect Your Landing Pages

With your website done, it’s time to start developing landing pages. One of the worst mistakes you can make in this regard is to use your homepage as the go-to landing page for all your ad campaigns.

Your homepage is already the most frequently visited page on your website, so there’s no reason to keep directing your audiences to it during your campaigns. Instead, create dedicated landing pages focused on converting visitors.

You’ll need to make your landing pages enticing, relevant to your ad content, concise, and direct. Present your offer, highlight your brand’s value, and include a clear call to action.

The better your landing page, the higher your conversions will be. Do some A/B testing to find out which landing pages perform the best, find out what your audiences want, and keep tweaking your pages until you get the desired results.

Improve Your SEO 

Search engine optimization (SEO) is one of the biggest prerequisites for successful lead generation. By enhancing your SEO, you will:

There are a number of factors that impact your SEO ranking, including:

  • Page loading speed
  • Internal and external links
  • Quality of your content
  • Security
  • Mobile-friendliness
  • Keyword usage

If you want to rank on search engines and attract audiences, you’ll need to develop a comprehensive SEO approach. You can’t just improve your page speed, neglect all the other aspects of SEO, and expect to rank first.

SEO is a slow and steady approach, so take your time perfecting it.

Provide Relevant Content 

One thing that will help you improve SEO and boost lead generation is content. In the online environment, content is king.

Content marketing allows you to improve keyword usage, take your external and internal linking to a new level, engage audiences, enhance your visibility, and display your expertise.

 Whether you’re creating blog posts, e-books, video guides, infographics, Facebook Stories, or any type of content in between, your focus should be on quality. Keyword stuffing and improper backlinking are a no-go. Here’s what you should do instead:

  • Provide valuable information that will help your audiences
  • Offer solutions to your target customers’ most common problems
  • Provide relevant insights
  • Entertain your audiences

Before long, you’ll notice just how helpful content marketing can be for your lead generation.

Make Use of Social Media

We can’t talk about lead generation for small businesses without mentioning social media. It’s a gold mine for attracting customers and inspiring loyalty.

Whether you like it or not, you need to have a social media presence as a small business owner – it doesn’t matter if you’re running a small antique shop, a dropshipping business, or a family-owned pizzeria.

However, before you join all the most popular networks and get in over your head, analyze your target audience. See which platforms most of them use and examine how they interact with other businesses on them.

Then, only join those platforms that you can easily manage. After all, you’ll need to stay active on these platforms by regularly posting fresh content and responding to comments and messages. If you’re on more than a couple of platforms, you’ll likely find it difficult to keep track of them and use them to your advantage.

Take Advantage of Lead Generation Quiz Makers

A reliable lead generation quiz maker is ideal for engaging your audiences. It makes quiz creation a breeze, allowing you to know your target customers better and offering you a chance to stand out from the crowd.

You can create any type of quiz you want:

  • A fun personality quiz that grabs the viewers’ attention
  • An assessment quiz that tells you how much your audience knows about you and your products
  • A market research quiz, which allows you to assess your target audience’s most common pain points 

Share your quizzes on social media to reach a wider audience, add them to your lead generation emails, and embed them on your website to convert visitors.

With a lead generation quiz maker, it will take you no more than a few minutes to create engaging quizzes that boost your visibility and help you attract customers. You can also integrate it with email marketing tools or customer relationship management tools to nurture leads efficiently.

Monitor Your Online Reputation

To generate leads as a small business owner, you need to keep a very close eye on your online reputation.

You could have the perfect brand persona, excellent products and services, top-notch support, and a bulletproof content marketing strategy – and yet your reputation could still suffer. You need to be careful to pay attention to what people are saying about you and your brand.

Your customers and even competitors will talk about your brand on forums, social media groups, review sites, personal accounts, and more. Keep a close eye on all brand mentions.

If someone is harming your reputation online, you’ll need to be ready to clear things up, highlight your brand value, and present your business in the best possible light.

Respectfully respond to negative reviews, engage in discussions on public forums, offer solutions to public complaints, and ensure that your online reputation is excellent.

Spread the Word About Your Business Through Different Channels

Even with the best strategies at your disposal, it can sometimes be challenging to significantly increase lead generation on your own. Sometimes, you’ll need a little bit of help. Don’t be afraid to ask for it!

Spread the word about your business through different channels. For instance, you could try guest blogging, wherein you create content for other websites in your niche. Doing so will help you expand your reach, showcase your expertise, and attract a wider clientele.

Alternatively, you can reach out to influencers who make sense for your industry and who can connect you with their followers. Influencers inspire trust among their followers, enjoy an excellent reputation, and can easily impact their fans’ purchasing decisions.

Final Thoughts

Lead generation for small businesses can seem like an insurmountable challenge. But it’s easier than you may think when you have a few tricks up your sleeve and know what you’re doing.

So remember, if you want to boost your lead generation and conversion, you’ll need to: 

  • Create a great website 
  • Perfect your landing pages
  • Work on your SEO
  • Create relevant, engaging content 
  • Make use of social media 
  • Use a reliable lead generation quiz maker 
  • Monitor your online reputation
  • Spread the word through channels, such as guest blogging and influencer marketing

Follow these tips to ensure the success of your small business and start generating leads like a pro. Your business could also benefit from some creative experimentation on your part to complement the ideas discussed above.

If you need further help developing a lead generation strategy for your business, reach out to the small business experts at HighClick Media. We’ll take the time to get to know your business, identify its particular needs, and come up with solutions that will help your business grow. Reach out to us today at 252.814.2150 or drop us a line here.

**********

Guest blogger Angela White is an ed-tech enthusiast with a passion for writing. Specifically, she writes in the areas of product research and marketing using quizzes and surveys. She is a researcher at a brand that’s known for creating delightfully smart tools called ProProfs Quiz Maker.

Related Posts

know someone that needs to hear this? share it!

How To Deal With Negative Customer Reviews

How To Deal With Negative Customer Reviews

Negative customer reviews can happen even to businesses with top-notch customer service. Mistakes will happen from time to time; and unfortunately, social media makes it possible for a disgruntled customer to quickly tell lots of people when something goes wrong.

However, a negative customer review doesn’t necessarily signal disaster. It may seem counterintuitive, but getting a couple of negative reviews every once in a while can actually create trust with customers. Too many stellar reviews can make your business appear fake. Shoppers understand that no business is perfect – and your response to a negative review offers an opportunity to demonstrate that you truly care about your customers.

By following these steps, you can transform a negative review into a positive experience.

Step 1: Respond Right Away

To keep a negative review on social media or another public site from adversely impacting your business, respond promptly. You may not yet comprehend what went wrong – or whether you’re just dealing with a demanding customer. At this point, it doesn’t matter either way. Publicly acknowledge their feedback and advise them that you’re looking into the matter. It’s essential to address the situation with urgency in order to stifle the complaint before it goes viral.

The proper response can even turn a negative review into a positive one! Data confirms that 33% of negative reviews on Yelp take a positive turn when a business makes the effort to respond to a dissatisfied customer.

Step 2: Follow Up Discreetly

Issuing a public apology helps safeguard your company’s reputation. Once you’ve posted a heartfelt apology for others to see, attempt to get to the heart of the matter in private. Contact the individual via phone or by using a free app like Clover Feedback.

If you choose to communicate by email or direct message, bear in mind that anything you say in response can readily be saved as a screenshot and re-shared. If the customer is still unhappy, it’s important to let them voice their concerns in private where you can address them directly.

Step 3: Support Your Staff

Mistakes happen. As a small business, your employees are in the trenches every day, representing your brand to your customers. When a complaint is lodged, your staff needs to know that you are going to back them up. This could involve providing additional training on how to handle dissatisfied customers, establishing a complaint policy, or immediately handing off negative reviews to managers (or to yourself, as the business owner) to lighten the load for your team members.

Keep an eye out for “constant complainers” or “barnacles,” two particularly prickly types of customers who can turn a situation toxic quickly. These customers enjoy airing their grievances, regardless of whether they’re valid or not, in order to try to get a discount or a freebie. When you confront one of these customers, take the high road. Do what you can to rectify the situation, and then move on.

Step 4: Make It Right

Customers take satisfaction in supporting small businesses, due to the fact that they routinely establish personal relationships with you and your staff members. Because you’re most likely acquainted with many of your regulars, you’re ideally positioned to personally and genuinely resolve a negative review.

Determine the quickest, best way to remedy the immediate problem. This typically involves either returning an item, replacing it, or providing a discount. Acknowledge that you value this individual’s loyalty; empathize and engage with them in a way that sets your business apart from the dispassionate customer service centers at most big-box retailers.

“Apologize for and explain the situation, issue a refund (if applicable), and offer an additional benefit for sticking with you. Have a set strategy for specific problems, but personalize each response. Great customer service can turn unhappy customers into brand advocates. Poor service does exactly the opposite,” says Carlo Cisco, owner of FoodFan.

Step 5: Prevent Future Negative Reviews

Lastly, take advantage of this bad review as an opportunity to improve. How can your business function better, assist customers more efficiently, or enhance communication? Establish formalized procedures, such as a refund policy or return policy, and review them often. Role-play with your team members and coach them on how to respond to an irate customer face-to-face. Implement a system or tool where customers can provide feedback directly, as opposed to on a review site such as Google or Yelp.

In essence, a negative review should be seen as a gift. It demonstrates that your customers are fond enough of your brand to go to the trouble of leaving you feedback. Even the worst reviews can end up being positive experiences, if managed properly.

Final Thoughts

Do you need help engaging more effectively with your customers? HighClick Media can help! Our brand development specialists are ready, willing, and able to help create a comprehensive brand strategy which connects your business to your audience. Our social media marketing strategies can help elevate your business by increasing its website traffic, brand awareness, and customer relationships.

Reach out to us today at 252.814.2150 or drop us a line here!

******************************************************************************

An earlier version of this article appeared here.

Related Posts

Why Shop Local?

Why Shop Local? It’s become something of a fad for folks to hop on social media and encourage their friends and neighbors to “Shop Local.”

Read More »

know someone that needs to hear this? share it!

Marketing to Millennials: Here’s What You Need to Know

Marketing To Millennials: Here’s What You Need To Know

Marketing professionals for small-to-medium-sized businesses should be aware that when creating messaging and content for the Millennial generation and younger, different rules apply. Marketing approaches that might have been effective in attracting the positive notice of older generations might miss the mark for Millennials – or even send the wrong message entirely. This means you may be failing to earn the interest and loyalty of the largest living generation, even if it’s not the generation that has the most buying power – yet.

Why Are Millennials Important as a Target Audience?

The short answer to this is that everyone is important. Good marketing is accessible marketing,  taking diverse needs into consideration and leaving no one out. Neglecting Millennials simply because they hold less wealth than Boomers or Gen X is problematic from several standpoints. However, from a purely pragmatic perspective, marketing that ignores Millennials is sabotaging itself.

This is partially because Millennials will come into greater buying power in the near future. It’s also because Millennials are more likely than other generations to be the primary consumers of marketing messaging since they are the most plugged in.

Here are some key considerations if you’re developing a marketing campaign with Millennials in mind:

1) Quality of Design Is Important

Older consumers may not notice if a website is poorly laid out or looks outdated. They may notice if a site is difficult to use, but they won’t necessarily be able to pinpoint why. Millennials, on the other hand – having grown up alongside a variety of developments in the digital world – are extremely savvy about what constitutes good design versus what looks cheap, tacky, or cheesy. If you’re not confident about your capacity to design for Millennials, consider enlisting the services of a professional website designer.

2) Craft Content That’s Social-Media-Worthy

Millennials and other younger consumers are probably going to come across your marketing on social media. So, you’ll want to craft content that works well across different platforms. Social-friendly content types to consider include videos (both video Stories and live streaming), testimonials, contests, and holiday-themed content. Also, make sure that your marketing content translates well to mobile devices.

3) Short-Form Content Is the Way to Go

Optimize your social media content to cater to the shorter attention spans of this generation. In many cases, Millennials simply don’t want to waste a lot of time trying to absorb marketing material, and they probably aren’t going to sit down and gaze at a lengthy video, either. Shorter snippets and brief stories are better than earnest but lengthy infomercials. Avoid using clickbait techniques in an attempt to lure Millennial consumers to go deeper into the content. These techniques are glaringly visible for what they are and are a major turn-off for this generation.

4) Make It About the Experience

Millennial consumers tend to value experiences over ownership. They’re more likely to splurge on an adventure or an excursion than on expensive material belongings. And, of course, they’re also likely to want to translate those experiences into Instagram shares. So, instead of focusing on what Millennial buyers might want to possess or purchase, emphasize how your products or services can enhance their life experiences.

5) Deliver Prompt Customer Service

Digital tools make it possible to communicate far more rapidly and effectively than we did even a decade ago, and Millennials are well-accustomed to using these tools. Consequently, they expect others to have mastered these so-called “instant gratification” tools as well. Delayed response times, particularly when it comes to customer requests or service, are likely to provoke a certain level of impatience.

6) Don’t Try to Fake Authenticity

This is a big one. A lot of the pitches that were popular in marketing campaigns directed at Gen X or Boomers come off, in the eyes of Millennials, as just that: sales pitches. This is a generation that has learned to distrust too much smoothness or fakeness and will view rehearsed sales scripts as smarmy rather than smart. In fact, Millennials are more likely than preceding generations to distrust the motives of the business itself. This is why it’s important that your marketing campaign is backed by real evidence with regard to company ethics and influence.

7) Appeal to Their Values

Millennials tend to take values and ethics seriously. Shopping, for them, is not just about satisfying individual needs or desires or getting the best deal. It’s also about making informed choices that can contribute to a better future. Unlike the “me generation,” these younger consumers are likely to think more about sustainability and the future and ask questions about the values and mission of a company.

8) Make Affordability a Selling Point

Here again, Millennials are probably going to look past the pitch and determine whether this product or service is actually a frugal choice. The generation that made thrift store shopping hip cares less about showcasing expensive brands and more about making their spending money go further. When Millennials do splurge, they’re often motivated less by the need to have what everyone else has, and more by the desire to have something unique that reflects their personal style and brand.

9) Where Millennial Audiences Hang Out

In order to reach Millennials on social media, you’ll want to make use of the major platforms such as Facebook, Twitter, and Instagram, as well as some of the newer ones like Snapchat and TikTok, where younger Millennials may be more active. Email marketing also is an effective way to reach your Millennial audience. Compared to Gen Z, Millennials tend to use a variety of platforms and don’t focus simply on those which are primarily video-oriented. Since you will need to diversify your digital marketing in order to capture broad Millennial interests, consider working with a local digital marketing agency like HighClick Media.

A good marketing strategist understands that while human nature remains relatively unchanged from one generation to the next, human trends, tastes, activities, and self-definition are very culturally relative. So, it’s important to understand the different tastes of diverse demographics, including Millennial consumers.

At HighClick Media, we’re ready, willing, and able to help with all of your digital marketing needs. Give us a call today at 252.814.2150 or drop us a line here.

About The Author:

Alyssa Strickland created millennial-parents.com for all the new parents on the block. She believes the old adage that it takes a village to raise a child, but also thinks it takes a village to raise a parent! Millennial-Parents is that village. Today’s parents can be more connected than ever, and Alyssa hopes her site will enrich those connections. On Millennial-Parents, she shares tips and advice she’s learned through experience and from other young parents in three key areas: Education, Relationships, and Community.

Related Posts

know someone that needs to hear this? share it!

What Do You REALLY Know About Your Customers?

What Do You REALLY Know About Your Customers?

 

If you want to be truly effective with your marketing, you have to understand your customer so well that you know the “conversation going on in their mind” that’s so personal they won’t utter it to anyone. How do you gain that level of intelligence from your customers? The answer isn’t a simple or easy one.

You can’t just survey people. All consumer polls, surveys, and research are deeply flawed for several reasons. The first is that many people don’t understand the questions asked because they’re barely paying attention and give abrupt, short answers. They also won’t get into the real emotional drivers upon which they base their decisions because that’s not how they consciously communicate.

One of the real ways women choose medical doctors for certain conditions is based on the age of the doctor. They don’t want to go to a younger male doctor because they feel intimidated, ashamed, and deeply embarrassed about their bodies. They want an older female doctor who’s closer to their age.

Most men won’t go to a young female doctor (or a really young male doc) for impotence for the same reasons. They want to go to a doctor who’s a peer in their age group.

But if you poll these patients to see why they chose the doctor they did, they’ll give more logical justifications, such as “they came referred” or “they had great reviews.” While that might be true and may have contributed to their decision, it’s not the exclusive reason they chose that doctor – and it’s not the MOST important factor.

Another problem with consumer research and surveys is that most people don’t consciously know they’re making these decisions. They feel pulled to buy, but they don’t analyze their choices.

Steve Jobs’ principle rings true here: it’s not your customer’s job to articulate what they want, that’s up to you to figure out. That’s where the big money is made – not chasing customers’ whims and surface requests, but knowing them so well that you already know what they’ll buy, what they want, what will get them excited – without them having to spell it out.

Here’s a somewhat crude example, but hear me out. Most people don’t want to ask for what they want when making love, because it kills the magic of the moment. No one wants to be barking instructions at a lover in the heat of passion, mapping out a play-by-play of what turns them on or telling their partner to stop doing what they’re doing.

The best lovers seem to anticipate what their partner wants. Women often get unfairly criticized for not directly telling their spouses what they want. Many women feel that if you’re so dense that you can’t figure out the most obvious things, you’re not paying attention (most of the time, that’s probably true). They also feel embarrassed to ask.

The same goes with your customers.

Some feel embarrassed to ask for what they want because they don’t want to appear to be a nitpicky complainer.

Others won’t articulate what they want because they feel the inadequacies of your service are so obvious that if you can’t see how dysfunctional it is, there’s no point in wasting their breath to tell you.

Others just don’t know what they want, but they’re experts on what they DON’T want.

Some are just too busy to think about it – that’s why they hired you. They want you to anticipate their needs.

So, the only way you can truly understand your customers is by first studying emotional intelligence, persuasion, and human behavior in order to gain a baseline understanding of human motivations.

Next, you have to spend time with your customers – listen to them, understand them, and go deep into the whys of what they do, how they run their business, how they make decisions, their hierarchy of value, and their unspoken desires.

That last one is the hardest, because you have to really pay attention and set aside your values, your thoughts, your beliefs, and be fully focused on them – no matter how irrational their decisions are. This takes practice and a willingness to master influence and persuasion.

While marketing professionals know that the ultimate benchmark of any idea, promotion, price point, product, or service is testing, they aren’t just blindly speculating. They’ve done the work to understand their clients on a deep level and can trust their guts to be right more than wrong. That’s a huge advantage in the marketplace, where most business owners are stuck on the “stuff” they sell and surface-level benefits.

Conclusion

f you’re a small business owner who’s struggling to connect with and truly understand your customers, the good news is that you don’t have to go it alone. HighClick Media is here to help! We’re a full-service digital marketing agency with collective decades of experience in helping small businesses just like yours succeed by optimizing your online presence.

Want to know more? Let’s start a conversation! Reach out to us today at 252.814.2150 or drop us a line here. Working together, we can help elevate your brand beyond your wildest dreams!

Related Posts

know someone that needs to hear this? share it!

How to Use Your Website as a Marketing Tool

How to Use Your Website As a Marketing Tool

At the center of your digital marketing efforts, your website has the potential to become a powerful sales machine capable of branching out to all other online marketing venues.

Learning how to use your website as a marketing tool is an important first step for any business owner who’s beginning to realize the importance and potential of search engine optimization (SEO). Here are some basic tips on where to begin:

Perpetuate Your BrandPerpetuate Your Branding

Your branding must become synonymous with the industry you’re in. Whenever people see a meme, infographic, or video you’ve created, they should be able to instantly recognize this content as coming from your brand.

Creating a memorable brand logo has the potential to skyrocket your visibility and steer people directly to your business’s website. You might choose to use a DIY free logo creator tool for this purpose or enlist the services of a graphic designer if you’ve got the budget. Once you have your logo nailed down, you should be adding it to literally every piece of content you put out.

If your logo and branding are unique and cleverly designed, your target audience (the people actively consuming your content on Facebook, Instagram, YouTube, etc.) will flock to your website.

Compose a Long-Form FAQ Article

Given that 8% of all Google queries are questions from users, it’s time that you capitalized on this by answering all the questions pertinent to your industry.

A FAQ article is a type of blog consisting predominantly of questions and answers. Google takes notice of question-and-answer dialogues and is much more likely to rank content that appears to answer those questions best. As you continue answering questions, your site will quickly gain momentum by becoming a go-to knowledge hub for people who are already interested in the products and services you have to offer.

Create Pillar Posts for Your Blog

Pillar posts are more potent than normal blog posts because they’re designed to appeal to Google’s algorithms as well as people.

Here’s a step-by-step guide on how to create a pillar post that will boost your website’s ranking and add value to your audience.

  1. Come up with a great concept that engages your audience but is also relevant to your industry.
  2. Craft a title that’s list-oriented. The longer the list of potential “hacks” or “tips” you can provide, the better!
  3. Begin by writing about three of those concepts.
  4. Publish your blog post under a catchy title, such as “3 Failproof Ways to…” or “3 Neglected Methods for…” (Note: Make sure the body of your post lives up to the hype of its title, or you might be guilty of clickbait.)
  5. Add an image or video for each of the concepts.
  6. Add another tip each month, making sure that you also change the number in your title as you add those tips.
  7. Update the existing content in the blog as well wherever relevant.

This continual adding and updating will get Google’s attention – within 6 months, you can expect your ranking to improve significantly.

Sell Directly from Your Site

You don’t have to transform your website into a full-fledged ecommerce site to sell your products or services online. You already have the ability to present products and sell them directly from your existing website.

You can add products, along with prices, and offer delivery as much as you are able to. Before long, you’ll have a much more convenient way of selling your products in a world where people are prone to shop at home and have items brought to their front door.

Reviews and Testimonials

Become the type of business owner who thrives on good reviews – then show off those reviews by displaying them on the most prominent areas of your website.

Google uses a 5-star system to rate businesses. If your rating is higher than 4 stars, showcase it on your homepage to instill trust in future users who might be looking for your services. It’s a surefire way to develop credibility with your audience in a market where competition is so strong.

Conduct Interviews

A great way to set yourself up as an industry leader and a trustworthy source for your products and services is by interviewing experts within your industry.

Conduct interviews and post them directly on your website, or post them on YouTube, then create a video feed on your site that allows users to watch your content without having to navigate away from your page.

Who would you interview? Here are a few ideas:

  • Suppliers
  • Affiliates
  • International Experts
  • Local Experts

Basically, anyone who might add interest and value to a topic related to your industry.

Develop TutorialsDevelop Tutorials

Educating your audience is one of the most powerful marketing tools you can utilize – and you can do this directly from your current website!

You can embed videos on your site or simply create a step-by-step written tutorial about how to solve a common problem your target audience might regularly deal with.

This solution-based content will attract visitors to your site, compel them to trust you, eventually buy from you, and ultimately refer you to others who have the same needs.

Final Thoughts

In an ever-changing digital landscape, your company’s website is the most important marketing tool in your arsenal. None of the various aspects of marketing – social media, content creation, email campaigns, paid search ads, SEO, print media, or other traditional methods – have the potential to create more leads or present a more professional image of your business than your website.

Not only does your website serve as a virtual salesperson and brand ambassador for your business, but you can also use it to genuinely connect with prospective customers.

In essence, your website is the nexus at which all your marketing efforts begin and end. Whether you’re sending a tweet, publishing a blog post, running a newspaper ad, or adding a link at the bottom of your business card – the ultimate goal of marketing is to drive traffic to your website.

The success (or failure) of your overall marketing strategy boils down to the design, prowess, and intuitiveness of the website it draws people towards. If you aren’t using your website as the marketing tool it is, then you’re missing out on a lot of potential business. If you’re not making a concentrated effort to be where your customers are, you can bet that your competition is going to reach them before you can.

By implementing the suggestions listed above and incorporating them into your marketing strategy, you’ll be well on your way to seeing positive results for your business.

If you need help developing a marketing strategy, if your branding is all over the place, or if your website is perhaps too old and dilapidated to do what you need it to do, give us a call at 252.814.2150 or drop us a line here!

We’ll be happy to sit down with you (in person, or virtually) and discuss possible changes we can make together to help your business succeed in the digital age. At HighClick Media, our primary mission is to elevate your brand, no matter what it takes. Let’s start a conversation today!

GUEST BLOGGER BIO:

As a digital content expert, Anna Knowles likes to spread her knowledge and love for digital media. Her aim is to partner with small businesses and startups, helping them grow their enterprise with dynamite content.

Related Posts

know someone that needs to hear this? share it!