Online Marketing - WebSubstance - Web Design and Search Engine Marketing

What Do You Do?

It's a question that individual people ask each other at dinner parties, on the street or in any kind of informal meeting. But it's also something that web visitors ask companies every time they go online and eventually end up on a landing page.

People want to know what your business is about. From the very first mouse click they want to get a rough idea of products and services, as well as the philosophy of the business. They don't want to see a cryptic business name and some vague images -- they want real information so they can get about the business of making shopping choices.

Companies that understand this principle are well-positioned to do business on the Internet – which is the primary channel of business today. They invest in storytelling and narrative that makes a difference and set their websites up for success.

Don't Wait for "About Us"

One big trend that you'll see in web design today is that most landing pages have a concise and transparent summary of what a business is all about. It's essentially an elevator pitch, boiled down to its essentials and placed in a prominent spot where web-surfing eyes can see it.

The old strategy of doing a more elaborate presentation on an 'about us' page is pretty much dead. Companies have woken up to the idea that people aren't going to do a series of page navigations just to get to a basic description of a business. They're going to expect that upfront, so that they can choose how to navigate the site based on that information.

Smart Menus

Smart web design also extends to menu options. Instead of just tabs that say 'services' or 'products,' many companies are putting much more detailed labels on menu tabs in order to guide customers in a better way. Another related strategy is to actually put product images and specs in small, accessible boxes on the landing page -- that way there is another single-click strategy in place where companies can direct visitors straight to product information, or even to a shopping cart.

You'll see a lot of these trends in website content and design from the smart businesses on the internet. Some of these stuff might cost money, but other similar methods can be done on a shoestring budget.

At WebSubstance, we help our clients put together comprehensive web strategies that work. We understand how to get your message out to people quickly, and how to make your web footprint a more effective ambassador for your business. Ask us about everything related to your company website to get a new and improved outreach strategy in place and drive leads and profit. Let an established, professional agency of Northern Virginia help you touch up your website, and you'll see the positive differences soon!

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Three Useful Types of Audience Targeting

Is your business doing a good job of reaching out to specific customers, or just putting out a generic message on the web, hoping that people show up?

The idea of tailoring a message to a customer is extremely important today, as businesses do a lot more with valuable business intelligence that they get through cloud services with other vendor options. Businesses of all sizes will want to be profiling and targeting their customers, because it can save a lot of time and effort, and generally improve conversion and profit.

Here are some ways to take advantage of your valuable data to get better results on the web.

Target by Customer Status

One of the most fundamental kinds of audience targeting is targeting a customer according to their relationship with the business. Bigger companies have big, fancy customer relationship management (CRM) platforms that help them to do this -- but that's not specifically necessary. Even a very simple database can easily keep track of whether a particular customer has bought from the business before -- and that makes a big difference. You're going to want to send a different message to a returning customer than you would to a new one, making this one of the most common ways to define customer audience.

Target by Role

Both B2B and B2C companies also tend to target by role. If it's a retailer, they may target customers by their age and demographics, or whether they are the head of the household or not. Just this simple key factor can make a lot of difference in efficient messaging in how you reach your customers.

For a B2B company, businesses will often target customers by their job roles. There is a lot of talk about gatekeepers, and how to get to the right decision makers involved with business messaging. Again, a CRM platform can help with this, but you can also ‘go DIY’ and keep track of people's job roles by hand, or with other electronic tools. In fact, LinkedIn provides options for such role targeting for B2B marketing.

Target by Positive Interest

Another type of audience targeting is as old as business itself -- companies want to identify customers according to their hobbies and what they like, to try to sell them the right products. What’s brand-new, though, is the flood of data that businesses now have about customers, due to the big data revolution and the digital age. Your in-house business data can be a treasure trove of information that can help you to sell better and sell more -- but somebody has to do the research and make that happen.

At WebSubstance, we understand the importance of audience targeting. We know that the research that goes on behind the scenes helps to make web sites and marketing campaigns even better. Let us work with your company to perfect the art of audience targeting, bringing in higher ROI for your marketing.

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Multi-Format Content Marketing for Local Business

Most local businesses now understand that they need a web site to reach out to customers. But when it comes to what to publish on the website, some companies are still confused.

There is a sort of generic setup that you could refer to as “Web 1.0” -- it's a landing page with a menu that includes a blog and some other critical links for core information about the business. Set up one of these, post pictures, and you're done.

However, increasingly, in the Web 2.0 era, this approach is not enough. Companies compete over the Internet for business -- so they know that customers want to see specific types of resources on the web. Welcome to the era of multi-format content.

Content in Many Forms

First, there are a number of types of information and digital assets that are important to customers.

Businesses can include case studies and testimonials, or other fact sheets or visualized data solutions to show their track record in an industry, how they approach a product or service, and what they can do to help someone who's researching a company online. All of this helps make that very important “elevator pitch” to each web visitor, and in many cases, keeps them on the site, helping out reducing bounce rate.

In leveraging these types of resources, the company has to think about format, as well as the grammar and presentation of the different pieces of text. Copy editing and graphic design are a big part of this process. Quality matters in web presentation, and everything has to be just so to get the best result.

Multimedia Strategy

Businesses are also realizing that their customers appreciate the company going beyond digital text into the realm of visual resources.

You might embed a YouTube video showing a virtual tour of a local business. You might set up infographics that show key information about a field or industry at a glance. Mobile apps and user friendly web forms are other parts of a “Web 2.0” approach -- a more diverse set of resources that lets people do much more through the Internet to interact with the business, rather than just reading long blocks of text.

However you slice it, by leveraging the power of multi-format content to drive traffic to its website, a company can generate interest and leads for its business.

WebSubstance can help. Our battery of digital strategists, designers and creative copy writers work as a team to deliver nothing but the best. Let us help your business with designing infographics, embedded videos, and other items to dress up your web site so that you go to Virginia market with confidence. We can consult on how to do this, and help you figure out what formats of content make the most sense for your company. Contact us now for your next project!

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Contact Us

WebSubstance
21800 Town Center Plaza, #266A-281
Sterling, VA 20164
(703) 470-0808
Jenny Le - President
contact.info@WebSubstance.com