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 Mismatched fonts and out-of-date imagery and content can make your website seem unappealing to customers.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!

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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.

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Is Social Commerce the Future of Ecommerce?

Is Social Commerce the Future of Ecommerce?

Over the past few years, the way we use social media has evolved.

Originally, social media was designed as a way to connect with people near and far. But as platforms have progressed, they’ve begun connecting us with brands as well. Nowadays, consumers can complete a purchase on their favorite social media site – from start to finish – without ever having to exit the platform.

Social media has finally advanced enough to play a significant role in the thriving world of ecommerce.

We’ve arrived at the era of social commerce where social media platforms are quite literally becoming search engines for shoppers.

What Is Social Commerce?

Simply put, social commerce is the buying and selling of items and services through a specific social media platform. The entire shopping experience – from product promotion to after-service sales – is incorporated into interactive features available within the social networking site.

Thanks to social commerce, users can shop directly from their social media feeds.

How Is Social Commerce Different From Social Media Marketing?

Social media marketing is a technique geared towards steering qualified traffic to an external website or online store.

Social commerce, on the other hand, provides the convenience of one-stop shopping within a social media site or app – an exciting alternative for today’s on-the-go shoppers.

The Emergence of Social Commerce

Shoppers these days are impatient – maybe even a little spoiled. Our attention spans are just 10 seconds long, if that.

Our social media obsession has hardwired us to expect instant gratification in all of our digital interactions. Social commerce is the solution, by virtue of the fact that it understands and accommodates this fundamental change in our preferences.

If we were to pinpoint the primary cause for the emergence of social commerce, it would undoubtedly be the Millennial generation. Indeed, Millennials were the catalyst for the shift toward social commerce in the first place.

Due to the enormous spending power of this generation – estimated at a whopping $1.4 trillion already and projected to be $4 trillion by 2030 – businesses understand that they are duty-bound to cater their efforts towards Millennials.

Essentially, there are just two factors that significantly impact the success of a business:

  • A product or service that fulfills a genuine need in the market
  • A streamlined buying process that makes it simple for customers to make a purchase

The potentiality of social commerce lies in the latter requirement – the whole purchasing process is simplified, thanks to features such as chatbots and auto-fill payments.

Understanding this critical component of online shopping, Facebook rolled out its Shops feature with the sole intention of giving people “a place to experience the joy of shopping versus the chore of buying.”

Let’s be clear: social commerce isn’t some passing fancy that’s going to fizzle out in a matter of months – it characterizes the way online business will be conducted from now on.

For organizations that don’t wish to be caught off-guard, it’s critical that they pivot towards social commerce.

that was easy

 

What Are the Advantages of Social Commerce?

One of the key characteristics of social commerce is its seamlessness. Seamless, in this context, refers to delivering an individualized experience for each customer whenever and wherever they want.

Social commerce meets these criteria in that brands can now have an entire conversation with a customer, instead of shifting from phone to desktop and eventually to a brick-and-mortar store. 

To wit, a shopping experience targeted towards the wants and needs of each individual shopper will become the favored solution. While price and quality still matter, being regarded as a cherished customer is an enormous part of the total experience for today’s shopper.

A staggering 75% of consumers are apt to purchase from a brand if its marketing content addresses them by name and offers suggestions based on their buying history.

Brick-and-mortar retailers recognized this long ago and began installing greeters at the entrances to welcome customers. The attention showered on customers went a long way toward building brand loyalty.

Social Commerce vs. Traditional Ecommerce

Traditional ecommerce models require shoppers to go through an excessive number of steps, increasing the risk that they will abandon the entire purchasing process.

Social commerce, on the other hand, centralizes the whole customer journey in one location. Shoppers can locate the products they need, read customer reviews, make any inquiries they might have, and check out – all without leaving the platform.

With fewer steps required to complete a purchase, customers are much less likely to get confused, frustrated, abandon their carts, and leave the site.

It’s important to note that, with social commerce, you still manage your products and market the way you normally do. However, you must take the added step of linking your inventory with the platform and streamlining the journey for customers engaged via social media.

Which Social Media Platforms Have Enabled Social Commerce So Far?

With an overwhelming number of physical stores having to shut down due to government lockdown measures earlier this year, many businesses resorted to ecommerce in order to survive.

Fortunately, many of the top social media sites had already integrated social commerce capabilities into their platforms or were actively working on doing so.

Facebook Shops

The world’s largest social media platform’s response to the COVID-19 pandemic came in the form of Facebook Shops. This new feature gives businesses the ability to advertise and sell products directly from the Facebook platform.

Brands already utilizing an ecommerce platform on their website, such as Shopify, can integrate it seamlessly with Facebook to sell to their social media followers.

Facebook Messenger

While email boasts the highest return on investment of all traditional digital marketing strategies, social media messaging app sales have now greatly outpaced email.

Open rates and click-through rates of ecommerce emails are, for the most part, relatively low: 15%-25% and 2.5%, respectively. By comparison, Facebook Messenger chatbots generate an astounding 80% open rate and 20% click-through rates on average.

Facebook Messenger’s chatbots come equipped with a number of potent features, including:

  • Greeting capabilities and assisting customers to “Get Started”
  • Allowing brands to send and receive text/images with customized calls-to-action
  • Templates letting customers interact with chatbots with the help of interactive visuals

Facebook “Buy” Buttons

Until recently, brands used call-to-action buttons on social media posts to divert users to a third-party site in order to complete their purchase.

Now, when brands include “Buy” buttons on their social media channel, customers can buy their products easily and then continue on Facebook right where they left off.

Instagram

Thus far, Instagram has primarily been used for brand discovery – the most recent data indicates that 70% of consumers use the platform to find out about new products. However, Instagram has laid the groundwork towards becoming an ecommerce hub – a smart move considering that more than 200 million users frequent at least one business profile each day.

The Instagram Checkout feature enables shoppers to browse through images and videos of products in their feed. Once they find an item they’re interested in buying, they can click on the post, select the dimensions or colors as applicable, and then pay for their purchase – all without leaving Instagram!

With Instagram’s shoppable posts and Stories features, brands can tag images or videos with the name, price, and description of catalog items that users can then click on to learn more about the product.

Pinterest

With more than 416 million active monthly users worldwide, Pinterest is another powerhouse channel for social commerce.

Brands can use Rich Pins to sell their products within the platform. Rich Pins are an organic format providing additional up-to-date information about the Pin itself, including the product’s price and availability.

Buyable Pins allow customers to purchase products directly on Pinterest without the platform redirecting them elsewhere. These Pins are distinctive thanks to the big blue “Buy It” button positioned next to the iconic “Pin It” button.

Buyable Pins allow users to see the product’s price, its seller, and read the descriptions. Once shoppers click on the “Buy It” button, they’re automatically directed to the Checkout page within the platform.

Snapchat

It might be surprising to find Snapchat in this list – but after a number of updates, this Gen-Z-favorite platform is making a pass at social commerce as well.

The most interesting – but not necessarily astonishing – thing about Snapchat’s attempt at competing with larger social platforms is the fact that it’s using augmented reality.

Snapchat’s 238 million users will soon be able to use the app’s lens-altering selfies to digitally try on shoes – whimsically dubbed as “shoefies.”

This is a crucial step in the platform’s ultimate goal of enabling users to virtually “try on” a complete wardrobe.

Given that reality-altering lenses are integral to the app and the fact that its users are predominantly Millennials and Gen Zers – the principal drivers of social commerce – Snapchat figures to become one of the leading social commerce channels in the coming years.

Augmented reality (AR) is a powerful tool that ecommerce companies can’t afford to shrug off. Consider that:

  • 61% of consumers prefer to shop sites that offer augmented reality
  • 49% of online shoppers are willing to pay more for an item if they can preview it in AR
  • 45% of consumers state that AR reduces the amount of time spent on making a purchasing decision

TikTok

The fastest-growing social media site around, especially among younger users, TikTok is also integrating social commerce capabilities into its platform. TikTok recently partnered with ecommerce giant Shopify to integrate in-app shopping features. Thanks to this partnership, brands can create and manage their TikTok marketing campaigns from the Shopify dashboard after installing the TikTok channel app through the Shopify app store.

Brands can create a TikTok Pixel to track actions – such as users visiting their site, adding an item to their cart, and completing their order. Using ad templates designed specifically for ecommerce, brands can also create in-feed shoppable video ads.

YouTube

Even YouTube, the stalwart video-based platform, is elevating their ecommerce game by implementing a more shoppable ad format. By expanding the call-to-action buttons on video ads, brands are able to drive more traffic to specific product pages. Businesses can sync their Google Merchant Center feed to the video ads to create a browsable display of featured products.

Final Thoughts

Social media platforms are perpetually coming up with innovative ways to simplify the purchasing process. Social commerce is but the latest in these continuing efforts.

If your brand is willing to invest the time and resources now to get up to speed on the fundamentals of social commerce while the trend is still in its infancy, you’ll be able to provide superior service to your customers for years to come.

Need help getting started with social commerce on one or more social media platforms? HighClick Media is here to help! Give us a call at 252.814.2150 today to find out how we can help elevate your brand!

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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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