Navigation Vs Content on your website

There has been a lot of talk in the marketing world recently about content marketing and how it helps to attract more customers to your website, increasing the chances of your website getting to number 1 on Google, but I’d argue that a company website is more important than content, especially when it is a website that holds the content together.

I’ve seen some brands focusing on their content marketing and tweeting links to their website and/or blog through social media, yet when you click through and find a website that doesn’t welcome nor engage with you, the likelihood of you leaving the website is pretty high.

It’s the same as a shop for example, you walk past and see an advert on the door stating ‘new summer collection’ brochure available in store, so you enter the shop but when you enter it’s a dark, dull and gloomy store and you realise that actually it isn’t somewhere you want to shop and your instinct rejects taking a brochure and then you leave the shop. Well it’s the same as a website, why do you want to read content on a dull and gloomy website? You don’t and neither will your target audience. Your website is your shop front and the purpose is to invite interest and educate your audience on what your company does.

So how do you design your website in a way your customers won’t leave?

Easy. Think of it like a book, you open the book and you have a list of contents navigating you to the topic you want on a specific page number. Well, it’s the same on your website, but instead of having page numbers, you have different links for users to click enabling them on a simple journey through your website. 

The different links can be anything from menus, text link, buttons and/or drop down navigation, all of which enables the user to navigate your website in the way they want too, clicking link after link, without realising they have read multiple pages of content and engaged with everything you have had to say. Does that sound good? Of course it does- wouldn’t it be great if every user that come to your website viewed every single page?

Here are 3 tips to remember when designing the navigation of your website:

Provide a variety of options.

Every user navigates differently on a website and good navigation is not about ‘go here’, ‘go there’, but it is about giving them a variety of option to choose from. Most websites have a primary and secondary menu to give users a selection of pages which they most likely want to view and then content that is of secondary interest, for example FAQ’s etc which can often be found in the footer of a website.

Let readers know where they are.

With the variety of links available, users can become ‘click-happy’ and find it difficult to return to the page they were on, which is why it is equally important to let the user know what page they are on. (This can be done through breadcrumbs which provide keyword links on your page).

Consider road signs for example, they are not forceful in suggesting what way you should go, instead they help prompt your direction and let you know where you are, in the same way a website should tell you what page you are on and let you know there are other pages to see if you wish also.

Consistency is Key.

When visitors come to your site you want them to figure out how to navigate quickly. Usually this is done by a bar at the top of every page that stays the same. The visitors will soon learn through repetition, how to get around your website and the consistency will improve their overall experience on your website.

An aspect of consistency differs and does not solely include the navigation. It also includes the tone and language, look and feel. 

Take a look at  Dior’s & Carlsberg’s website which won awards for navigation in 2014: http://www.dior.com/beauty/en_int/minisite/dior_addict.html

http://www.draughtmaster.com/

Agree? Disagree? share your thoughts on Navigation Vs Content...

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5 ways to kick start your marketing in 2015

The new year is inevitability a time to reflect on last years marketing strategy and think of new ideas and resolutions to get your brand noticed. Here are 5 ways you can kick start your marketing and get ahead in the new year:

1. Understand Mobile is your priority.

Mobile is no longer a secondary channel, it has fast become first choice for consumers. The number of daily active users on Facebook has grown by 15% in 2014. These stats are enough to suggest all businesses should consider how their digital presence can cater to the mobile user.

The way to do this is by integrating social and mobile media. Your mobile strategy has to evolve to the new digital world and the consistent content experience, engagement and interaction with users.

Mobile revenue is predicted to jump more than 300% over the next 4 years so get ahead and ensure your mobile commerce is effective. Don't let sales slip away, ensure your website is fully mobile optimized. Encourage social media followers & fans to download your mobile app. Why not offer users an incentive to do so?

2. Amplify social media paid posts.

In 2014 we noticed Facebook pushing it's promoted posts as a way to monetize the platform and businesses began to use this feature as a way to increase their outreach.

In the new year, brands need to ditch the whole 'social media is a free place to market' attitude and instead think about audience segmentation to target the right people with the right message.

Once we're aware of the segment, the money we invest into sponsored Facebook ads or promoted tweets can help increase likes & follows and engagement.

Facebook looked at 60 campaigns and 70% that used paid ads had 3x better ROI.

3. Commit to blogging on a weekly basis.

Content marketing was the way forward in 2014 to help increase SEO and build momentum. Whilst blog posts, e-newsletters and social media are all valuable channels to build relationships, create trust and ultimately increase sales, , a recent study proved marketers struggled to find out if content marketing was working for them.

Start by blogging with a post that answers questions about your field, how-to-articles and tips. Show off your knowledge and sell yourself. By doing so you will build a following which will increase the conversion to your website, giving you the chance to sell your products/services.


4. Create local content.

We have mentioned blogging is a valuable channel for content marketing, but how do businesses create content on their blog that is tailored for local search?

A wide array of competition in local areas means it is increasingly important to tailor content so that when users are searching on their mobile device your business will be the first to appear. To generate viable search traffic, local businesses should focus on building an online community.

An online community can be developed by attending local events and making effort to socialise with businesses on Facebook and Twitter. It is also a good idea to use a blog to post relevant content and also seasonal topics within the local community are a good way of generating awareness.

TIP: You can't do it alone. It is all about nurturing your audience!


5. Influence your audience through Vlogging.

Videos are easily the most preferred types of content online due to our short attention span, but also due to the devices we view them on. In 2014 we noticed Facebook's algorithm is playing a part in this pushing video higher in our newsfeed.

The graph below shows the best placement for video, with 81% found that the primary place was a companies website and 73% found that the secondary place was YouTube.

 

A trend that we will really see increase in 2015 is Vlogging with the power of video marketing and mobile media, more brands will adopt blogging through video to meet the demands of their audience.

5 of the best World Cup 2014 Marketing Campaigns

1.       Tresor Paris

Fashion and Jewellery brand Tresor Paris created a new campaign to mark the launch of their new watches. The campaign demonstrated the watches through a football freestyle video to link in with the World cup. The background music was The Games ‘Gentleman’s affair’ featuring Ne-Yo.

This video has been emailed to the database and shared via Facebook, Twitter and YouTube to essentially target new customers who wish to purchase the watches.

2.       Volkswagen

Automotive retailer Volkswagen created a new campaign to promote its Golf GTI.  The campaign demonstrated the car on a football pitch having just scored a goal with ‘goooooooooooooooooolf’ GTI as the audio and on screen text.

The video was shown on ESPN.com and Univision.com when a goal is scored throughout the World cup.  To coincide with the teams that are playing, the golf colours will change depending on what country has scored a goal.

Watch advert here

3.       Budweiser

The long-standing beer sponsor of the World Cup, Budweiser revealed the ‘Rise as one’ global creative campaign, designed to inspire football fans worldwide to celebrate.

The limited edition packaging will be introduced in 40 countries simultaneously as well as tailor-made exclusives sold in retailers.

The packaging also includes on pack consumer promotion giving consumers the chance to go to Brazil’s world cup game in 2014 and other methods such as scan to win.

4.       Gillette

‘The best a man can get’ brand created a special Yellow and green coloured razor to associate with Brazil for the world cup.

5.       Havainas

Brazilian flip flop brand have designed limited edition flip flops in the colour of participating flip flops with a bag and key ring.

So, what can we learn from these marketing campaigns?

It’s about creating moments that touch your customers and being emotive in your approach to punch through the noise and disrupt your customers. Get their attention.

During this specific worldwide event, it is about holding onto your customer base and giving them what they want.

• Use psychology.
•  Make relationships.
• Maintain focus.
• Grow geometrically. 

10 rules for effective email marketing

Most of us get junk mail every day, but what exactly do we mean by 'junk' mail? Is it really "junk" when you have subscribed to get those emails? (Well...most of the time!)

We often subscribe to emails to receive offers and promotions, but if you are anything like me you find yourself with a full inbox and no time to sieve through, which is why it is important to make your email stand out from the rest!

Here are 10 rules how to improve your email marketing and engage your readers:

Rule No1: Define your readers

Before you start designing and sending campaigns you need to define your audience and understand who it is you want to talk too. Once you have done so, it will be easier to know how to speak to them. 

The way you can do this is by creating 'Lists' within your email software. 

If the email addresses have been exported from your website, then include them in a separate list, as opposed to the email addresses that have been captured at trade shows, events, enquiries etc. By doing so it differentiates the type of reader they are and makes it easier for you to send more targeted e-campaigns. 

For example, if they have purchased an item from your website they are a 'customer' and will most likely want to hear about new products, whereas if they have 'opted-in' to your database to win your competition at a local event, they can be categorized as 'general public' who can be sent news about your brand and information to your next event.

Learn to understand what they want to read!

Rule No 2: Provide new and exclusive content

Now you understand your audience, you need to consider what to say to them. Emails are not just a sales technique, therefore content is KING!

Content like upcoming events, recaps from the past, photos, Facebook, Twitter, blog info and news are always good to engage with your reader. 

Use short sentences and prevent yourself from writing an essay that is difficult to scan. 

Remember if they like what they see they will share it with others!


Rule No 3: Have Email etiquette

Although social media and mobile are arguably the most popular form of communication, email is still the most direct form. 

People who subscribe to your emails trust in your company and have given you permission to their inbox's. For this reason you need to be consistent with your branding so they can identify who the email is from and feel valued that they have heard about your exciting news first. 

You should also allow readers to easily identify the unsubscribe link. Let the customer know they can unsubscribe and opt out- but reassure them more offers coming soon. The best place to state this is in the footer. 

Don't let them believe your a self promoted robot, give your brand a human personality!


Rule No 4: Always have a call to action

Every email should have a call to action. Something which makes your reader act upon after reading the email. 

 
Incentives like discounts, competitions or freebies work well. Display them with active language such as: Donate, Buy, Register and create a sense of urgency with 'offer expires', 'do it now and receive a free...'. etc.

If your call to action is done right, you can generate real measurable return.  


Rule No 5: Include links


The links within your email are what drives action to your website- your shop window where you have the opportunity to impress the visitor and attract them to read more information on your product/service, which is why you should think carefully where links go on your email...

The main links to include are: Primary call to action,Social media sharing links, Social media follow links, Logo link, Link in the footer and a link in the plain-text version.

To measure the results of the links, you will need Integration between email service provider and web analytics to track landing pages and the consumer journey.

 Social media sharing is more popular than social media follow and extends your user base.

Rule No 6: Send emails at the right time

So far you're targeting lists more accordingly with exclusive content and offering a call to action. Now, you just need to ensure you are sending emails at the right time, in the right frequency.

The best times vary depending on the industry and the audience.

According to Survey Monkey, the best day is Tuesday and Thursday and the best time is after 12pm and between 2pm-5pm.

Email marketing is about quality, not quantity. 
 

Rule No 7: Include visuals

Brands are focusing on the concept of creating a story with their brand, that now is the time to use email campaigns as a way to be the narrator. Make your readers genuinely excited to receive your email with associated imagery that they cannot forget. 

As humans we process images faster than text and we are more likely to absorb visual information.

Rule No 8: Happy Birthday emails

Treat your readers as VIP's. When you capture their data, also get their D.O.B and set up automated happy birthday emails. Give a great personal touch and make the reader want to claim their free surprise/discount. They will never forget you again and they are more likely to tell their friends and then they tell their friends.


Word of Mouth is the best use of marketing.
 

Rule No 9: Measure Success

To understand the performance of your e-marketing you must conduct analysis on the statistics your email service provides.

The ultimate measure of your emails effectiveness is the conversion rate. The higher the conversion rate, the better your email.

 If your delivery rate is getting lower, it may be due to invalid email addresses, bad content or poor subject lines.

Aim for a higher conversion rate and improve your landing page for the user experience. 

Rule No 10: Cleanse Data

The data you have collated is not always correct or relevant and therefore you should find out what emails have not been delivered and remove them from your mailing list.

On the other hand you can see who has opted out of your mailing list, to ensure you are refreshing your data with new names to continue a successful growth rate.

Many of the emails on your list will naturally go 'bad' over time- refresh your data.

Are you getting the most out of Snapchat?

I recently blogged about the benefits of using Instagram for Marketing, well not far behind is the quickly growing mobile marketing tool- Snapchat. Just when we thought Social media was the newest form of marketing, along comes this form of temporary social media, and I'm about to familiarise you with the strengths and weaknesses of using Snapchat for your business.

There are many well known brands that have already adopted the concept of Snapchat. Particularly brands looking to target the younger audience.


'70% Snapchat users are mostly girls and women younger than 25', report suggests from Business Insider.

The 10 second photo sharing app is an ideal platform for Women younger than 25 and with the growing number of photos snapped per day it is no wonder brands are jumping on board to engage with their young audience.

For example, Mcdonalds used Snapchat photography app to engage with their audience about the launch of their new restaurant.

So where does that leave you business in terms of using Snapchat as a way to communicate with your market?

If your company doesn't fit the niche Snapchat demographic then there would be no point to put Snapchat in your marketing strategy. Especially as there are no metrics to identify the opening rate from your recipients, or online traffic.

Although if your brand DOES fit the younger audience and you are prepared to carry out heavy promotion beforehand to increase your user base, then there is no reason why your brand should not venture to this newer platform.

When joining Snapchat your content needs to be carefully considered as there are limitations to the visuals you send out. The camera app and the doodle function are the only tools your brand has to be creative with and there is no editing functionality, so ensure you are creating a mischievous, attention grabbing and fun image.

For example, Lingerie brand 'Miss Crofton' used Snapchat to build their user base on Facebook with a mischievous image, which goes well with their branding and belief that lingerie is only seen for a few seconds.

Whether you are trying to target a new audience or just add some variety to your social strategy, snapchat is a viable option for a two way conversation.

Some ideas for your snapchat marketing could be new product sneak peaks, discounts, behind the scenes and targeted videos.

The younger generation care on what's now and this is a great way of sharing present moments.Be fun in your approach and be more like a person, rather than a logo.


Although Snapchat is typically the younger audience and has a lot of features missing in comparison to other mobile apps, this could change and enhance to become a more popular and user friendly channel for businesses.

Facebook are already gunning for a similar concept and will be launching their version of slingshot coming soon...

5 things to consider before using Snapchat marketing:
- Promote your existence on other channels, especially Facebook & Twitter.
- Grab the recipients attention with fun images.
- Be creative in your approach as you only have 10 seconds to impress.
- Advertise discounts.
- Take customers behind the scenes for an insight on your business.

Why Google plus is better for business than Facebook...

Selfridge's have partnered with big brands to launch a six week campaign, 'The #BeautyProject' to explore the modern definition of beauty.  

  

The launch of new products, live music and beauty treats are all part of the campaign and are showcased through their Google plus network, for those unable to attend the in store event.

But what really caught my attention was why Selfridge’s choose Google plus as opposed to Facebook? 

Facebook has been the core channel for retailers and has been voted the 1^st largest social network, generating millions of like pages from small, medium and large businesses across the world, including high end retailers, that it is surprising Selfridge’s chose Google plus for their latest #BeautyProject.

Here are 4 reasons how Selfridges’s campaign proved Google plus is better than Facebook…

1.    Digital Media 

Selfridge’s #BeautyProject is a 6 week program that features talks, interactive debates and beauty experiences. The debates are hosted by a video blogger and aired via Google + hangouts.

Unlike standalone platform Facebook, Google plus has been developed to be visual and integrates all Google services together such as Gmail, Hangouts on air and YouTube. 

 A hangout in your Google + page can be with an unlimited amount of users, in real time and has the ability to be automatically uploaded and saved to your You Tube channel. 

Whereas, Facebook video calling can only be one-on-one and is not compatible with mobile devices, nor cannot it be instantly updated to your YouTube channel.

2.    Website Conversion

 

As part of the campaign, Selfridge's have a psychical photo booth in store where consumers can have their photos taken. The photos are then featured on the Selfridge's website.

This clever tactic enables in store consumers to interact with the project whilst directing them to  the website. 

When consumers visit the web page, they can also click through to the Google plus page. 

The incentive for users to visit the Google plus page is the competition whereby the most liked photo will win a £500.00 beauty experience.

The difference in posting this competition on Google plus, rather than Facebook is that a wider audience can see content Selfridge's post.

3.    New audience

On Facebook we accept requests from people we know, or we attract likes on our business page from people who have experienced our product or service, yet on Google plus anyone can add you to one of their circles, without you having to approve or adding them back. 

   

Facebook is a mutual agreement and you agree to be friends with someone from accepting their request. 

Whereas Google plus is a more tech savvy platform and opens the door to engaging with individuals outside your social circle. This explains why Selfridge's launched the event on Google plus.

 For example, if you have 200 friends on Facebook and post an event, it is likely only 20 friends would see. 

Google plus helps build your business, whereas Facebook networks with your existing client base.

4.    Social Annotations 

      The content that Selfridge's are posting have far more of a reach than Facebook, as they are instantly included in Google Search results.  

      Google plus is more than a social network, it is more like an identity and a channel to increase SEO.

      There are also more serious business capabilities on Google plus. The Google + page endorsement being one. The G+ button makes it easier for online users to share your content.

In comparison, the Like button on Facebook would only be shared to the network of friends and accrued to Bing Search results, whereas G+ works as a different social connotation allowing people who are not your friends to also see this content.

      The interface of Google plus is far more clean and uncluttered than Facebook, especially as there is no paid advertising or promoted posts, only Adwords which are featured in the search results of what you are looking for.
   
      
Why Google plus is better?

•        Better for digital media and integrated with Youtube.
•        Easier Web conversion from G+ button and SEO.
•        Anyone can see Google plus content.
•        G+ makes it easier for users to share your content.
•        Cleaner platform with no advertising or promoted posts, only content you have chosen to follow.

Why the #nomakeup selfie craze has worked...

In the past 24 hours social media has been flooded with hundreds posting no make-up selfies, including the young, the old and the male!

So grab a make-up wipe, join the craze and nominate your friends because the #Breastcancerawareness campaign is working and here is why...

The purpose of any campaign is to achieve a goal and raise brand awareness. Without awareness on a topic how can we react to the cause?

If the selfies had not gone viral would you have thought about breast cancer today? The answer is probably not. 

So the debate that the #nomakeupselfie has caused from being 'pointless' is beyond me, when just a couple of months ago the nation was participating in Dry-anuary. Another campaign that generates awareness on the organization 'Alcohol concern', which encourages us to stay off the booze throughout January in aid of the #Dryathon. We could debate that this campaign is also 'pointless' as it is not necessarily a fundraising exercise, it can just be for health whilst promoting 'Alcohol concern'.

Lets look at another campaign, #Movember. How many guys participate in this trend and grow a moustache? Do all of them donate to Prostate Cancer?

In an ideal world every brand, charity or organization that raised awareness would like a sale, a donation or end result but promoting the name comes first in any instance. Without awareness on who they are, how are they going to benefit?

It's easy for us to think a campaign targeted to women, to check their breasts would be more compelling, but the question is would it be trending and would it make BBC news? Now that #BreastCancer has our attention, it will be easier for them to get any message out. Especially as their social media following has increased since the selfie craze.

I think the campaign is a great idea and it's nice to see so many women participating (even if some have utilised Instagram for a 'natural' tint!).

Although, Cancer Research UK states they have no idea where the campaign from, few charities have jumped on board and you can text 'Beat it' to 70099 to donate.

One charity claims they have received unprecedented levels of donations since the trend, helping them raise over £15,000! Read more here 

5 reasons why brand awareness is crucial:

- Brand awareness is the process of building the brand and informs customers about the business
- Allows customers to recognize and remember the brand & logo
- Ad strategies result in increased sales and repeat business
- People like to give money to brands they trust
- Creates a long term position in the marketplace