How to Grow Your Business by Optimizing Your Website

How to Grow Your Business By Optimizing Your Website

Prioritize Creating a Data Recovery Plan

Unfortunately, business owners too often minimize the importance of cybersecurity until after their company has been targeted and compromised by cyberattackers. Rather than waiting until disaster strikes, it’s imperative to educate yourself about cybersecurity data protection and be proactive about protecting your company’s website.

Coming up with a cyber-recovery plan to safeguard your company’s digital assets – including your website – should be your number one priority. This will allow you to get your website back up and running quickly in the event of a cyberattack. You’ll want to establish a proposed timeline with your preferred “deadlines” for system recovery, as well as details about which programs and applications will have to be addressed in order to execute recovery. Finally, make note of who will be responsible for conducting each task included in your recovery plan.

Develop Educational Content

Sure, your website is a sales and marketing platform – but it can also serve as a vehicle for customer education. Whether your typical customer is another small business, a nonprofit organization, or an individual consumer in your area, you can establish your website as a place that visitors can turn to for up-to-date resources on everything from product use cases to new developments in your industry.

So, how can you ensure that your marketing content is also educational? Business 2 Community recommends publishing blog posts that address your audience’s most common “pain points,” hosting live video lessons with product demonstrations on your website, or even establishing a special membership section of your site with bonus content for paying subscribers.

Integrate Your CRM & ERP

Your customer relationship management (CRM) system and enterprise resource planning (ERP) software are both indispensable to your business. From tracking and capturing leads to managing your overall operations, these software programs can be leveraged to carry out a plethora of key business functions. You can use these programs to their fullest potential by integrating them and then connecting the internal, integrated system to your website. In doing so, not only will you boost your team’s productivity and efficiency but you’ll also be able to seamlessly transfer information from your website to these interconnected programs.

User-Friendly Design

Have you ever had an unpleasant experience while browsing a particular website? Maybe you found it difficult to find the particular page you were looking for. Perhaps you tried to use the search function to find an important piece of content, but it didn’t deliver accurate results. Or, maybe you were seeking contact information so that you could get in touch with a customer support specialist – but no matter how hard you looked, you didn’t see any contact forms, email addresses, or phone numbers.

Crafting an enjoyable user experience should be at the heart of your website design and management approach. But, how can you go the extra mile to make sure that your customers can easily navigate your website and make the best use of all its features? Rock Content recommends designing a clear menu that allows your customers to visit key sections of your website with one click, including an easy-to-find contact form.

In addition, it’s also essential to make sure that your overall site layout looks attractive – after all, visually appealing content might prompt visitors to stay on your website longer (and the longer visitors stay on your site, the more likely they are to take action, such as making a purchase or booking an appointment). If you can’t find a theme that you like with your current content management system, you might consider enlisting the services of a professional web design and development firm that can create a custom layout for your site.

Local SEO: How to Get Found Online by Customers in Your Area

You might be acquainted with the basic principles of search engine optimization (SEO), and perhaps you’ve even been incorporating some useful keywords into your website content already. But have you taken the time to focus on local SEO? By emphasizing local SEO in your website strategy, you can specifically target customers in your area who are seeking products and services like those that you offer.

What can you do to reach customers nearby using SEO tactics? BrainChild Studios recommends putting your city and state on your homepage, adding your city to your page title tags (including the local schema code in your website pages), claiming your Google Business Profile listing, and including your business in local online directories.

Boost Your Conversion Rate

The ultimate goal of your business’s website is to convert visitors into paying customers. Therefore, you need to find ways to boost conversion rates with your website. While implementing user-friendly website design principles can help in this area, there are also some other steps you can take.

A/B testing is key to increasing conversions – you can run tests to analyze your conversion rates with your current site features. Then, as you implement new features like headlines, calls to action, or contact forms, you can run additional tests to compare their effectiveness. By conducting multiple A/B tests at once, you won’t have to wait until a new feature has been thoroughly tested to analyze the impact of another.

Speed Up Your Website

The ultimate goal of your business’s website is to convert visitors into paying customers. Therefore, you need to find ways to boost conversion rates with your website. While implementing user-friendly website design principles can help in this area, there are also some other steps you can take.

A/B testing is key to increasing conversions – you can run tests to analyze your conversion rates with your current site features. Then, as you implement new features like headlines, calls to action, or contact forms, you can run additional tests to compare their effectiveness. By conducting multiple A/B tests at once, you won’t have to wait until a new feature has been thoroughly tested to analyze the impact of another.

Final Thoughts

Your website doesn’t exist just so your company will show up in search engines. In reality, your website might be an unrealized tool for your business’s growth. If you haven’t prioritized growing your business by maximizing your website’s potential, you can get started by integrating some of these recommendations.

If you need help with optimizing your existing website, creating a new website from scratch, boosting your SEO for greater discoverability in Google searches, or any other aspect of your digital marketing, you don’t have to go it alone! HighClick Media is here to help! Contact us today at 252.814.2150 or drop us a line here to see how we can help #elevateyourbrand!

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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.

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An Approachable Guide to Starting Your Own Business

An Approachable Guide To Starting Your Own Business

Ready to get the ball rolling on your entrepreneurship dreams? It’s common for prospective entrepreneurs to feel overwhelmed by the steps involved in launching a business. Between coming up with a viable business idea and introducing your product to market, there’s a lot to do! Don’t let the steps ahead paralyze you. Take it day by day, chip away at each part of the process whenever you have the time, and try not to overcomplicate things.

Professional service providers can offer a lot of value while you work to build your startup. For example, if you’re looking for branding, digital marketing, or web development assistance, partnering with an agency can help. Having the right professionals on your side will make your entrepreneurial dreams much more attainable.

To make business ownership seem a little more approachable and guide you through the startup phase, we’ve put together this guide packed with tips and resources!

Develop Your Business Idea

Before you do anything, you will need to pick a business idea. Try to keep it simple! Some businesses are easier to start than others. Inexpensive, service-based businesses are great for first-time entrepreneurs on a limited budget, especially those going at it alone. You won’t need to hire a team of employees, lease retail space, or purchase large quantities of inventory. Plus, you can always scale your business later when you have the funds to hire help!

Some great examples of easy businesses include pet sitting, residential cleaning, landscaping, hauling, exterior home maintenance, painting, and event planning. If you’re looking for something more remote, consider services you can offer virtually, like tutoring or personal training. Offering services to other businesses is where you’ll make the most money. Think freelance copywriting, web design, web development, marketing, consulting, and social media management.

Launching a service business will serve as a great introduction to business ownership while minimizing the risks involved. Service businesses generate cash quickly, enjoy good profit margins, and can get off the ground in a matter of days!

Register Your Business

Once you have your business idea, your next step is to decide whether or not to register your business. In some cases, you might not have to register at all! As long as you do business under your legal name, you are not required to register anywhere. However, you might still want to register your business with the federal government for trademark protection and with your state agencies for legal benefits and liability protection. You may also want to file a Doing Business As (DBA) so that you can legally conduct business under a name other than your own.

Streamline Your Business Finances

Financial organization is another important part of starting a business. When your finances are managed properly, you’ll have a much clearer picture of the financial health of your business. Keeping track of the cash flowing in and out of your business is essential for ensuring you have the money to pay the bills before they come due. Carefully tracking your expenses, staying on top of your accounts receivable, and managing payroll effectively will help you keep your finances on track.

Online accounting tools make it easy for business owners to manage these financial tasks without hiring an accountant. For example, if you’re short on time, you can automate repetitive tasks with invoicing software. A reliable invoicing system will help you send detailed estimates, create invoices quickly, send invoices to multiple clients, track client payments, duplicate invoices for different customers, and more. Tools like these will make quick work of all your time-consuming administrative tasks, giving you more time to focus on what you do best.

Access Startup Capital

Most entrepreneurs need some level of funding to get a business off the ground. Fortunately, you have several different options when it comes to funding your new venture. Startup Nation explains that crowdfunding is one such method that has become incredibly popular in recent years. Using crowdfunding platforms like Kickstarter and Indiegogo, you can raise money directly from people who support your business idea.

You can also try soliciting startup capital from angel investors and venture capitalists. Just make sure you’re willing to give up some share of equity in your company if you go this route! Small business loans, grants, and contests can also help you access the funds you need.

Market Your New Business

Marketing is one of the most challenging parts of launching a startup. What’s more, lack of budgeting resources is a common marketing problem among small business owners. Focus on low-cost, high-value marketing strategies to attract your first clients and continue growing your business from there.

For example, social media marketing can offer some incredible value to local businesses. Use social media to build a following of engaged locals around your brand and give your audience a reason to care about what you’re doing. Content marketing goes hand in hand with social media and is a great way to position your business as a trusted leader in your industry. Produce blog content and YouTube videos sharing valuable content with your audience. Aim to deliver a high level of value to your followers with the content you produce so they have a reason to keep coming back!

Build a Solid Online Presence

Make sure your customers can also find you on Google. Listing your business on Google My Business will allow customers to find your business when searching for local services in your region. Beyond this, Google My Business provides tools that you can use to engage with your customers, evaluate data insights, and share updates about your business. Google My Business further provides tools to streamline appointment booking, showcase menus, and advertise promotions.

Starting your own business is a great way to carve your own path and take full control over your earning potential. If you’re feeling hesitant about getting started, you’re not alone! Thankfully, there are plenty of great tools and resources out there that will make business ownership more approachable.

Need help with website design, digital marketing, or branding? HighClick Media can help! Contact us at 252-814-2150 today and see how we can help elevate your brand!

While you’re at it, check out this article from our friends at FirstSite Guide to discover more than 50 online business ideas that you can start right now!

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Guest blogger Alyssa Strickland created millennial-parents.com for all the new parents on the block. Alyssa believes the old adage that it takes a village to raise a child, but she 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 she hopes her site will enrich those connections. On Millennial-Parents, she shares tips and advice she learns through experience and from other young parents in three key areas – Education, Relationships, and Community.

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5 Ways to Get Your Small Business Ready for the Metaverse

5 Ways to Get Your Small Business Ready for the Metaverse

Is your business ready for the transition to the metaverse? Yeah, we get it – that’s a loaded question! After all, there’s still a fair bit of speculation and rumors about exactly what’s involved with the metaverse and what it will mean for us and our businesses.

Over the past couple of years, we’ve witnessed businesses placing a greater emphasis on ecommerce and digital transformation – thanks in large part to the global pandemic. But we’re also seeing businesses begin to shift their attention even further toward digital as the virtual world becomes less of a fantastical idea and closer to reality.

With internet users spending more time online than ever before, and many small businesses falling on hard times, it’s time for us to rethink how we will connect with our audiences going forward.

In this article, we’ll explore five ways to help your small business weather the world-changing transition to the metaverse – and thrive in its aftermath.

Know Your Niche

The concept of the metaverse – connecting people to technology (and vice versa) using virtual and augmented reality – isn’t a new one. In fact, the idea has actually been kicked around for decades, to varying degrees of execution.

No one seems to agree, or know for sure when the metaverse concept was originally conceived; it’s equally difficult to find an agreed-upon definition of what the reality of the metaverse means for us now.

What’s certain is that the first (and perhaps best) way to make sure your small business is ready for this new era of digital transformation is to have a clear idea of what you want for your brand and how you can make the most of technology to achieve your goals.

For one company, that might mean developing better AI in order to be able to better address customer questions through your website. For another, it might entail creating an entire virtual reality world that allows potential buyers to examine products before buying them as though they were actually there with the items.

Let’s face it: you know your business better than anyone else. Accordingly, only you can determine what the metaverse can (or can’t) do for your business.

Consider Updating Your Branding

With new tech initiatives and the emergence of newer, more diverse social platforms come new branding opportunities. This is a great time to take a long, hard look at your visual brand.

One of the great things about the metaverse is its focus on connectivity. Startups and small businesses alike must ensure that the visual aspects of their messaging make clear how important communication is to the business. As one of the founding values behind the metaverse, paying special attention to your visual branding must always be a top priority.

Claim and Update Your Business on Search Engines

More than half of business owners haven’t claimed their company’s listings on tools like Google Business Profile (formerly known as Google My Business). This is a huge mistake!

Claiming and maintaining your online presence is absolutely crucial for a small business in today’s digital world. Without it, you’ll miss out on countless opportunities to drive traffic to your site, or to the business itself, as well as risk frustrating customers who can’t find the information they need when they need it.

Keeping this information up to date is just as important, particularly for things like holidays or hours of operation, as incorrect information could easily turn off potential customers.

I am not ready for that.

Don’t Abandon the Old Ways Too Quickly

Try to avoid the temptation to go “all virtual, all the time” too soon. Yes, the idea of the metaverse is exciting, and it’s likely that at least some of your customer base will be ready for it.

But good business dictates that you should always give the customer what they want – and the majority of consumers aren’t quite ready for this new way of doing business. At least not yet.

Even as you’re positioning your business to be ready for “the next big thing,” don’t be too hasty to cast aside the old ways completely. Many of your customers are going to want to stick with what they’re used to, for as long as possible. You should continue to give your audience the option to engage with your brand through more traditional methods.

Remain Adaptable

Last but certainly not least, be ready for anything! One thing that many entrepreneurs and small business owners know well is that right about the time you get comfortable, that’s when change comes fast and furious!

Sure, we have an exciting future ahead of us, thanks to an increasing tech-minded push, and it’s going to change the way we view and interact with our world. But if you get too hung up on tomorrow’s virtual reality project, you might not see what’s coming up next week.

 
 

Final Thoughts

Transformation is coming – that’s a given. How will your small business ride out these changes over the next decade? Well, that’s up to you. At the very least, you should be prepared for what comes next.

If you need help transforming your business for the digital age, HighClick Media can help! Whether you’re looking to update your website, get started with social media marketing, or optimize your website for search engines so it’s easier to be found online, we have a solution that’s right for you! Call us today at 252.814.2150 or drop us a line here to see how we can help elevate your brand!

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An earlier version of this article appeared on Entrepreneur’s website and can be found here.

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How to Advance Your Small Business Objectives

How To Advance Your Small Business Objectives

While small business owners and entrepreneurs are typically savvy business professionals, there are several tried-and-tested best practices that can help you stay organized and productive, allowing you to advance your business with speed and at scale. Let’s take a look at a few of these.

Organizational Skills

Organization and time management skills are both crucial to the success of your small business operations. This means utilizing project management planning and tracking tools; having a living, breathing business and marketing plan that you consult regularly; and establishing measurable objectives to help ensure that you’re hitting your goals.

Clearly defining operational functions for yourself, employees, and contractors can also go a long way toward ensuring overall productivity. You can achieve this by creating an employee training manual, drafting detailed job descriptions, and developing a defined organizational chart with a reporting structure.

You can keep your projects on track by using a process map to organize your project. A process map helps define the tasks needed to achieve your goals and breaks down deliverables at each stage of your project.

Developing Protocols

As there are several different ways a business can choose to operate, it’s imperative to clarify expectations with your staff in order to maintain smooth operations. According to Business News Daily, establishing best practices, chains of command, and an organizational hierarchy can help keep everyone on track.

It’s important to state, in writing, how projects are determined, defined, and implemented. Who signs off on purchases, training, or software implementations? Who is responsible for reviewing and approving marketing messages or social media strategies?  Who interviews, hires, and trains new staff members? Having these outlined in writing and used for employee onboarding is a must.

Communication Channels

According to Forbes, having open channels of communication – both internally and externally – can help your business run smoothly. Consider using a company intranet in which coworkers can stay connected. Have an email distribution platform in place for keeping in regular contact with your customers. Being on the same wavelength with vendors and contractors is also critical, whether that’s through regular email correspondence, routine telephone check-ins, or even in-person connections. If you haven’t already, create an employee manual including best practices – with examples and templates – around all communication protocols to ensure that everyone is on the same page.

Innovative Practices

For a company to remain competitive and keep advancing, innovation is essential. This means continually looking for new ways to improve your products and services and deliver top-notch customer care. Conduct brainstorming sessions with employees to gain their unique insights. Attend conferences on a regular basis and join industry associations – this gives you numerous opportunities to ask questions and learn about policies and practices that work well for other organizations. Be open to new ideas and take calculated risks. This can include continually updating training protocols, conducting in-depth market research, and discovering new ways to outpace the competition.

Enhanced Productivity

When everyone has a well-defined job description and is able to focus on their particular area of work, productivity is sure to improve and employees will experience a sense of accomplishment.

Consider outsourcing key services when necessary. For example, you might enlist the services of a digital marketing agency to handle your social media and manage your marketing strategy, or hire an accountant to do your books and your taxes.

If your business’s invoicing process is cumbersome and time-consuming, making use of a bank account balance API can help you verify whether customers and clients have the funds available to pay for products on the spot. This helps ensure a steady cash flow for your business and helps customers avoid overdraft fees.

 

Final Thoughts

There are a lot of moving parts involved when it comes to operating a small business. Effective communication, time management, and regular collaboration meetings can all help your team stay focused and on track. Don’t be afraid to frequently revisit your planning documents and adjust accordingly. It’s all part of embracing an innovative mindset!

If you’re looking to scale your business through digital marketing or give your marketing strategy an overhaul, HighClick Media can help! Give us a call today at 252.814.2150 or drop us a line here to see how we can help #elevateyourbrand!

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Guest blogger 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.

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How to Keep Your Business Competitive in the Marketplace

How To Keep Your Small Business Competitive In The Marketplace

Small business owners can take advantage of the latest technologies to help elevate their companies to the next level. While there are a variety of different marketing and advertising mediums to pursue, digital options can help narrow the playing field when it comes to competing with larger counterparts.

Website Design

If you’re a small business, entrepreneur, or independent contractor with some basic tech skills, you might be able to create your own simple website using an online builder which allows you to add your own text, photos, and contact information. While this is not an ideal solution, it’s still better than not having an online presence at all – and having a website can go a long way towards helping your customers find you.

However, if you’re really looking to make an impact, it is well worth the investment to hire a top-notch website designer. A professionally designed business website not only looks great but also has the capability to track data and provide an analytical breakdown of customer traffic – and this, in turn, can help you refine your messaging and strategy.

Social Media Presence

Social media is a “must-have” in today’s business world. Select the platforms best suited to reach your target demographic and come up with a strategy for regularly adding content and updates to ensure that you’re getting repeat traffic.

You’ll likely want to gather relevant images and/or documents to help develop your online presence. Converting file sizes so that they’re easier to send and use is beneficial in various ways. For example, when you convert a JPEG to a PDF you can retain the quality of the image while sending a smaller file. You can also merge multiple PDFs into one, limiting the number of attachments you have to provide.

Email Marketing

According to Rewind, an email marketing campaign is a cost-effective way to get in front of and stay in front of your target market. It’s also a great way to engage customers and to share news and information with collaborators and business associates – all while linking back to your website, product pages, or social media sites.

When it comes to creating compelling content for your email marketing campaigns, you’ll want copy that’s short and easy to read, contains lots of great images, and includes a call to action. This might involve encouraging recipients to take advantage of an upcoming sale, driving foot traffic through your doors, or getting people to subscribe to your blog. While you can set up a distribution list for email marketing, certain software products come equipped with features that make this process easier.

Other Web-Based Tools

Having a web-based or digitally focused strategy can go beyond advertising and marketing purposes. You may find that it’s beneficial to engage freelancers who work remotely or to utilize online software programs or platforms for things like accounting, bookkeeping, customer relationship management, streamlining the payment collection process, and even collaborating with vendors in terms of ordering and scheduling deliveries. In fact, Tech Radar says you can find apps that will help you keep pace with your competition – whether it’s via a scheduling calendar, a project management tool, or even a quick bill-pay app that saves you time and hassle.

The more digital, web-based, and online tools you can use for your small business, the better positioned you are to maximize every opportunity to get in front of your target audience. Take the time to carefully evaluate what you can do on your own and what it’s wise to hire out for – IT, web design and development, and even a social media consultation can all be worthwhile investments towards your enduring success.

Final Thoughts

As a full-service digital marketing agency, HighClick Media is eminently able to help your business compete in even the most crowded markets. Our team has extensive expertise in a wide range of areas, including brand development, logo design, website design, email marketing, search engine optimization (SEO), pay-per-click advertising (PPC), social media marketing, and more!

Call us today at 252.814.2150 or drop us a line here to see how we can help you #elevateyourbrand!

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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.

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Essential SEO Strategies for Small Business Owners

Essential SEO Strategies for Small Business Owners

Essential SEO Strategies for Small Business Owners

 

Search engine optimization, or SEO, can be massively beneficial for businesses of all sizes when it comes to marketing. Whether you’re looking to expand your customer base or gain an edge over your competition, there are several simple, cost-effective ways to utilize SEO. When partnered with creative brand design and social media usage, SEO can help your business gain credibility and get a foothold in your field.

In this article, we’ll take a look at a few key strategies to help boost your company’s search rankings online in order to get new customers to come to you.

 

Get Help with Your SEO

Get Help from SEO Professionals

In this age of technology, it’s essential for even the smallest businesses to have solid search rankings on Google. As more and more consumers rely on their phones for everything from driving directions to shopping, you’ll want to ensure they can easily find your business, get in touch with you, and buy products with the push of a button.

Enlisting the services of SEO professionals to help optimize your rankings in Google searches as well as on Google Maps can go a long way. The more mobile-friendly your business is, the better chance you’ll have of finding – and keeping – a larger customer base.

 

Website Accessibility

Make Sure Your Website Is Accessible

Not only is it important to give your customers lots of options when it comes to your business, but it’s also equally crucial to make your website as accessible as possible and to load it up with high-quality content. You can utilize several types of media on your site to make your business more visible in searches, from multiple links to videos. Just don’t forget to make sure all of your customers can benefit from them. Using captions, alt text (a written description of an image), and font options will help differently-abled customers easily interact with your products and marketing, among other tactics.

 

Keep Your Content Fresh with Frequent Updates

Keep Web Content Fresh with Frequent Updates

Whether you have videos, written blog posts, or photos on your site, you’ll want to ensure that your content is updated frequently. The more you refresh your content, the more traffic you’ll drive to the site – and increased traffic has a direct effect on your search engine rankings.

Every time you post something new, keep possible keywords in mind that are relevant to your customers. What would they type into Google when looking for your specific products or services? Try to keep these keywords as unique as possible on your website pages to prevent disruptions to Google’s algorithm. You can use online resources to figure out the best keywords and placement on your site, as well as tools that demonstrate how to write good content.

One important way to keep existing customers engaged with your content – and potentially convert leads into customers – is to make use of email marketing. An effective email campaign will help boost sales, keep your business in regular contact with its target audience, and directly promote your products and services. Connecting with your audience via email on a weekly basis helps balance your need to keep them engaged against the desire not to be overbearing.

 

Take Advantage of Google's SEO Tools

Take Advantage of Google’s SEO Tools

One essential online resource for small businesses is Google Analytics, which helps you track the performance of your website pages and provides lots of information about your customers, such as which social media platforms they used to find your business. Not only that, it can give you valuable insights about your competitors that could prove advantageous throughout the year. You can use these metrics as a guideline for taking your business to the next level or to learn where you could benefit from changing things up.

Becoming proficient with Google Analytics can be a daunting task for new users. Fortunately, there are many guides available online to introduce its tools to new users in order to facilitate a productive learning experience. A good guide will walk you through setting up your account, analyzing your SEO performance, and evaluating reports.

 

Final Thoughts About Essential SEO Strategies for Small Business Owners

Final Thoughts

SEO is an invaluable tool for businesses of any size, and there are many ways to utilize these tactics. Do some research on the best ways to integrate search engine optimization into your standard practices, and get help from professionals like the folks at HighClick Media who can assist you in making the most of your website, social media accounts, and overall marketing strategy.

If you need help with any of these aspects of your digital marketing, we’re happy to help you out! Drop us a line here or call us at 252.814.2150 to see how we can help #elevateyourbrand!

 

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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.

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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.

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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!

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