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Tips to Create the Right CTA for Different Types of Content

4 Tips to Create the Right CTA for Different Types of Content

Even though online users are notorious for skimming content instead of reading it in full, research has found that 90% of people who take the time to read a headline will also read the call-to-action copy on that page. Since that’s a significant amount of people who are reading the section on a page that may be most valuable to business owners, it’s important to take full advantage of this opportunity.

In terms of what it takes to write a great CTA, relevance is a huge factor. A common mistake businesses make is writing a single call to action and then including it in their website template so that it shows up on every page. Although that approach is better than not having any CTA, it’s unlikely to give people the motivation they need to take action.

Part of that has to do with banner blindness. This term refers to people being less likely to notice advertising online because they’re so used to seeing the same size of ad units across the Internet. So unless a generic CTA is compelling enough to get people to take action the first time they see it, the chances of the same call to action accomplishing anything on subsequent pages are slim.

The good news is you can overcome that obstacle by tailoring CTAs to the type of page and content where they’re listed. If you’re wondering exactly how to do that, the following four tips will help you get started:

1. Be Clear

If you’re creating or refining your conversion optimization strategy, clarity is often an area that can help move the needle. The reason that being clear can play such an important role in optimizing CTAs is it helps remove any barriers or hesitations people may have about taking action.

2. Use 5 Words or Less

While there may be exceptions to this rule, CTAs generally work best when they’re 5 words or less. This provides enough flexibility to create relevancy for a specific type of content but not so much that it distracts visitors.

3. Include An Action

This may sound obvious, but many people forget the A part of CTA. Download, call, register or read are all good examples of action words that can work really well.

4. Utilize Scarcity or Exclusivity

These techniques won’t work for every call to action. However, if you’re writing a CTA related to something that is only available for a limited time or in a limited number, make sure to communicate that. Doing so may be the extra nudge someone who’s on the fence needs to actually take action.

If you’re looking for a Cincinnati, OH content marketing provider, be sure to look at the content marketing services Web Strategy Plus offers.

Social Media Marketing

Social media is something that businesses of all sizes should be using. Social channels make it possible to reach people who are interested in the products and services you offer. In addition to reaching them, the ongoing nature of social media means you can build the necessary level of trust that’s needed for someone to buy from your business.

As a social media consultant, We help businesses with all kinds of issues related to social media. Since this gives me an opportunity to see how different businesses are approaching their social efforts, I’m able to notice trends across multiple industries and organization sizes. One issue I commonly see is businesses struggle to measure how well their social media efforts are performing.

Although it wasn’t that long ago when getting concrete data from social media platforms was quite hard to do, the good news is that’s no longer the case. These platforms understand the value that data can give businesses and are happy to provide it. However, just because data is available doesn’t mean that measuring social media marketing performance is a breeze.

Not only is there the issue of needing to measure results across multiple platforms, but there’s also the problem of trying to figure out which metrics are even meaningful. Without having a clear way to measure results, most businesses will struggle to find traction with their social media management. That’s why we want to cover the why and how of three social metrics worth measuring:

Likes and/or Shares

While social media can bring customers to your business, it’s important to remember that this channel generally sits at the top of the marketing funnel. That means most people will want to engage with your brand for awhile before actually purchasing. You can measure that engagement through likes and/or shares. When these metrics are used as internal benchmarks, they go beyond vanity metrics and provide insight into what types of content best resonate with your audience.

Clicks

Once someone is familiar with your business, you want to get them on social media and on to your website. Clicks are an ideal metric to measure for this purpose. You can see general trends about how many people are clicking to your site on a daily basis, along with which specific efforts are best at driving clicks.

Average Time on Site

It’s important to remember that not all clicks are equal. That’s why you should also measure how much time people spend on your site after clicking. If you suddenly notice that a bunch of social media visitors stayed on your site much less than normal, it probably means you pitched something on social that didn’t actually line up with the experience those visitors had when they arrived on your site.

If you want to create a strong social media strategy that includes a clear strategy for measuring performance, contact us how we  can help.

Social Media Marketing Tactics Businesses Need

The holiday season is the busiest time of the year for many businesses. Given that this rush is just right around the corner, it won’t be long until the holidays wrap up and 2017 arrives. If you want to make next year the best one yet for your business, you need to be on top of your social media marketing.

Over the last few years, social media marketing has gone from a practice that many people questioned the effectiveness of to something that businesses of all sizes view as essential. But just like other online strategies such as SEO, knowing that social media marketing is important doesn’t make it easy. Given that large platforms like Facebook and Instagram continue to change their algorithms, many businesses struggle to use their social reach to connect with the types of prospects they care about.

If you’re committed to finding success with social media marketing but aren’t sure where to focus your attention, we’ve put together the top four tactics that will help you thrive throughout 2017:

Redistribute Content

Redistribute content marketing

Social media has become a very busy place. This means that when a business shares a piece of content, not all of their audience on that platform is going to see it. Although this can be frustrating, the good news is there’s a simple way to solve it. Instead of viewing sharing as something you do once and then move on to the next thing, you should make content redistribution a standard practice. Whether it’s three or seven weeks later, you should find the interval that works for your audience and standardize redistribution into your content efforts.

Work with Influencers

influencers marketing

From business that sell clothing to those that operate in a B2B space, every industry has influencers that target customers keep up with on social media. Instead of competing with influencers for attention, you should find ways to work with them. By exploring options that can range from sponsored giveaways to co-publishing a white paper together, collaborating directly with influencers who have a large social audience of the people you want to reach is a proven way to fast track your social efforts.

Get Comfortable with Video

Videos for business

Not only did the amount of time spent on YouTube explode in 2016, but other platforms like Facebook emphasized video throughout the year. Since this a trend that’s here to stay, your business will benefit from getting comfortable with creating and sharing videos, including live ones.

Focus on Engagement

social-media-engagement

While social media can definitely drive sales, many businesses forget that these platforms are generally at the top of the funnel. That’s why the businesses that do best with social media, make engagement their top priority. Once you find the best ways to interact with your audience, you’ll create a loyal following that will convert into sales.

By redistributing content, working with influencers, getting comfortable with video and focusing on engagement, you can put all the pieces in place for your social media marketing efforts to thrive during 2017.

How Google's Possum Update May Affect Your Local SEO Strategy

One of the reasons that search engine optimization and especially local SEO can be so challenging for business owners is Google’s always making changes to how they rank websites. On top of changes to their ranking algorithm, Google regularly experiments with different design elements that affect the visibility of how many unpaid listings actually show up on results pages.

Google’s latest update that will directly affect the local SEO strategy of many businesses has been nicknamed Possum. Before we dive into the details of this update, if you’re wondering where its nickname came from, it’s the result of “many business owners thinking their Google My Business listings are gone, when in fact they are not. They have just been filtered – they’re playing possum.”

The Basics of the Possum Update

Based on our analysis and that of the SEO community as a whole, the Possum update took place on September 1st. The focus of this update was the 3-pack and Local Finder results. You may be familiar with Local Finder as Google Maps results. While organic results for local businesses also saw some shakeups, it appears those were the result of a separate update that occurred shortly after Possum. While Google generally doesn’t provide official in-depth commentary on these types of changes, it seems like their goal with Possum was to diversify local results, as well as ensure fake spam listings are unable to rank. It’s also worth mentioning that based on all of the data surrounding this update; it’s likely the biggest local update Google has made since they rolled out Pigeon back in 2014.

5 Things You Need to Know About This Google Update

Now that we’ve covered the basic details of this update, we want to get into a few specifics. The first is that businesses which fall outside physical city limits have seen a significant uptick in their rankings.

Second, one of the implications of Possum is Google is now filtering based on address and affiliation.

Third, Google is putting a lot of emphasis on the physical location of people searching.

The fourth change is search results vary more based on slight variations of the keyword searched. This makes sense given the ever increasing amount of data and computing power that Google has at its disposal.

Finally, the local filter refined by Possum seems to be running more independently from the organic filter. That means it’s more important than ever for small to medium businesses with a local presence to have well-defined strategies for both general and local SEO.

If you want to work with an expert partner that can help guide your business through Google’s Possum update and any other updates that come along in the future, learn more about the local SEO services offered by Web Strategy Plus.

Make SEO and UX Design a Winning Combination

The goal of search engine optimization is to bring targeted visitors to your website. When SEO is done correctly, your website will rank at the top of Google for a variety of highly relevant searches. However, it’s important to understand that SEO is just part of the equation for online business success. Once those targeted visitors arrive, they need to have a great experience on your website. If your SEO is strong but your focus on user experience is weak, the traffic you work so hard to attract is going to leave your site and never return.

Another reason that UX design is something that should be thought about under the same umbrella as SEO is Google continues to place more emphasis on user actions when calculating its search engine rankings. That means regardless of how many quality links you build, if your site has serious problems like the majority of visitors clicking the back button shortly after arriving, it’s going to be very difficult for your site to achieve the best possible rankings.

3 Ways to Succeed with SEO and User Experience Design

The first step to creating a successful strategy around SEO and UX design is using a responsive website design. This approach to design ensures your site looks and functions just as well on phones as it does on large screens. Since this is the design method Google recommends for mobile compatibility, it’s an absolute must.

Second, you need to think of the individual pages on your site. We recommend doing an audit of the top pages that bring search traffic to your site. As you go through this process, you’ll want to see if each page has a clear layout, content that’s relevant to its core search term and a clear call to action. Figuring out the single most important call to action will help guide visitors to where they need to go.

Another important part of this strategy is taking steps to make your site load as fast as possible. While an optimized responsive design is a good starting point, you’ll want to dig into individual elements like images. Although compressing and re-uploading images is something that can be done in a matter of minutes, this single improvement can drastically speed up how fast your site loads for visitors.

Although pulling all of these pieces together in a cohesive way can take a lot of work, the good news is it’s not something you need to deal with on your own. As leaders in the online marketing space, Web Strategy Plus offers a comprehensive approach to SEO and design. To speak directly with us about crafting and implementing this type of strategy for your business, please call us at 1-877-224-0478.

Having a Mobile Friendly Website is No Longer Optional

The original iPhone was released on June 29th, 2007. Although the iPhone was far from being the first mobile device, it did change the mobile landscape forever. Prior to the iPhone, using the Internet away from a desktop or laptop was limited to watered-down webpages that rendered as text. But because the iPhone included a full online browsing experience through Safari, it kicked off an explosion in the mobile web.

Mobile’s Evolution Over the Last 9 Years

While the mobile web as we know it today is less than a decade old, it’s already gone through several evolutions. The first was the app gold rush. In addition to the Safari browser, Apple also launched the idea of apps with their device. This led to developers and businesses rushing to create apps. However, it became clear that most people don’t want to use a dedicated app for every business they’re interested in. This is supported by recent research which shows that most people use less than a half dozen apps on a regular basis.

Since it doesn’t make sense for most small to medium businesses to have a dedicated app, there was also a time during the last nine years when the focus was on having a separate mobile website. The reason that trend has come and gone is there were several major problems. Not only did it create an often frustrating experience for website visitors, but it also required businesses to manage two different websites.

Why Responsive Design is The Best Solution to Mobile

Multiple studies have confirmed that mobile is now the most common way that people of all ages search online and visit websites. So even though it doesn’t make sense for most businesses to have an app or separate mobile version of their website, having an optimized mobile presence is a MUST!

The option that has emerged as the best mobile solution for businesses is responsive website design. With this approach, a website will automatically resize to a screen of any size. That means a site will load quickly, look great and offer full functionality on any mobile device, tablet or standard computer. And unlike the previous approach of having two versions of a website, responsive design is done through one set of code, which makes it very easy to manage.

How do you know if your current website has an optimized responsive design and is fully mobile friendly? The best way is to use Google’s free mobile friendly test tool.

What If You Don’t Pass the Mobile Friendly Test?

If you don’t pass Google’s test, it almost guarantees that your site isn’t ranking as well as it should for mobile searches. It also means that visitors who do come to your site via a mobile device are more likely to abandon it due to a less than optimal experience.

Since those issues mean your business is missing out on potential revenue every day, you need to fix them as soon as possible. That’s where Web Strategy Plus can help. With our responsive web design services, we can fully update to your site to ensure it’s completely mobile friendly.

To get your site’s mobile problem solved as soon as possible, contact us now for a free consultation and quote!

mobile marketing

When people go online, there’s a good chance they’re doing it from a mobile device. Whether it’s on their phone while they’re out or using a tablet from the comfort of their couch, these devices are changing the way people of all ages interact with online content. What’s interesting about this behavior is it may not always be mirrored by the people creating the content that’s so often consumed on mobile devices.

Many content creators prefer to use laptops or even dual monitors as they create content that will be published online. While there’s nothing wrong with that type of workflow, it is important for creators and businesses to remember that the content they publish may be accessed on small screens with slower mobile connections.

To ensure that the hard work put into producing content doesn’t go to waste because someone wants to look at it on a smaller screen, here are the top content marketing strategies I’ve found for engaging mobile readers:

Hone Headlines

Direct mail copywriters use to spend a significant percentage of their time honing the headlines of their letters. This is just as important with mobile devices. Given that people are always a single tap away from games and other entertainment, taking time to perfect the headlines of your content is crucial for anyone to notice and care about it.

Start with a Bang

Once someone is drawn to a piece of content by the headline, you want to keep the momentum going. The best way to do that is by diving right into at least some of the meat of what you’re writing about. Even if it’s just a teaser, this will keep people moving deeper into your content.

Keep Paragraphs Short

No one wants to deal with reading a wall of text on a phone or tablet screen. You can make the reading experience a pleasant one by keeping paragraphs short and using subheadings throughout the body of your content.

Wrap It Up

Even if people are interested in a piece of content, they may still quickly scan through to the bottom. The good news is you can still connect with those types of readers by wrapping up what you’ve talked about at the end and including a relevant call to action.

Use Media Strategically

Images can be a great way to augment content and even make it more likely that people will share. The same can be true for embedding a video. Just be sure that these things are done in a way that will keep the content mobile friendly. With images, use a program to compress the size prior to embedding. And check a video once it’s embedded to ensure it’s not dramatically slowing down how long a post takes to load on a mobile connection or causing a weird sizing issue.


If you would like professional guidance for your content marketing, I’m here to help. Learn more about Web Strategy Plus and the content marketing services we offer.

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Michelle Hummel, CEO and founder of Web Strategy Plus LLC, feels her business is an excellent place to work because she offers the best tools and training to the Social Media Community Management team. The company also created Social Apps Match, a directory of social media tools and applications to keep employees up to date, she wrote in her application.

The company is a leader because it offers a one-stop shop for a multitude of services, in addition to investing in social media tools, training and community development. Also, Hummel founded Cincinnati Social Media Enthusiasts to offer training classes and a social media lunch. The group now has chapters in 11 cities across the country.

Hummel has ensured the company’s future success through options such as Web Media University, Social Apps Match, Franchise Success Team and more.

“Web Strategy Plus has built many tools, proprietary strategies and relationships nationwide that will ensure its continued success,” Hummel wrote.

She expects major growth this year, which she has already seen. Web Strategy Plus has been bringing on as many as five new accounts each month per franchisee.

As Web Strategy Plus is a leader in digital marketing, it has presented to 23 organizations, including the Clermont Chamber of Commerce Business Technology Summit, Northern Kentucky University and the Home Builders Association.” Read More

Facebook Changes

Facebook is currently in the process of rolling out design changes to business pages. If you’re wondering what this means for your page, we’re going to start by comparing the current and new designs, then share a few helpful tips for making the most of your page’s new look.

[Tweet theme=”basic-white”]3 Notable Facebook Design Changes[/Tweet]

The first change is Facebook is reducing the width of the header image. Instead of stretching across the entire top, the new design reduces the width of this element to 3/4 of the page. The second change has to do with Facebook shops and services sections. If you have either enabled, they will now be prominently displayed on your page above all the status updates.

 

Services 1

 

The third change applies to when you’re logged into Facebook and viewing your own page. When you’re looking for the promote button, it will now be in the left sidebar at the bottom instead of its previous position at top right of the cover photo. Related to this is statistics have been moved from that top right spot to below the status update box.

 

Promote

What You Can Do to Optimize Your Updated Business Page

Even though it always take a little time to adjust to a new design change like this, the good news is Facebook didn’t make any massive changes. In fact, most people agree that the new design changes look quite nice. Additionally, moving the shops and services sections higher up on the page should encourage more visitors to check out what businesses have to offer.

With that being said, this is still a change, which is why we want to cover a few ways to make the most of it. Previously, header images had multiple elements overlapping and covering them. The new design gives this image a dedicated space, which is why you should consider making it even more detailed than before. The recommended size for this image is 828 pixels wide and 360 pixels tall, which Facebook will then resize based on device and screen size.

Since the new design has a dedicated space for a call to action button, make sure you add one if you haven’t already. Otherwise, there will be a blank space in the upper portion of your page and you’ll miss out on the opportunity to drive targeted clicks. The same goes for filling out the information on the various tabs. These links are now more visible, so you don’t want someone to click and then not see anything interesting. You can go a step further by adding custom tabs as well.

 

CTA button in cover

If you want to make your Facebook page and other social media profiles look their absolute best, be sure to take a look at our social media design services.

 

 

Mobile Friendly Web design Tips

Mobile Friendly Web Design Tips

Whether you’re launching a new website or want to redesign your existing business website, the decisions you make will determine whether the design is great or a flop. Since you want a design that’s going to look excellent and help your business achieve its goals online, I’ve put together a list of the top tips to ensure your new design is a winner:

 Prioritize Mobile

Many websites now get more than half of their traffic from mobile devices. Because so many people are using devices with smaller screens as their primary way to get online, it’s important to have a website that’s going to be easy for them to access. The best method for handling mobile screens of all sizes is to use a responsive design. Going with this type of design will make your site work properly on any screen size in 2016 and beyond.

Have a Clear Goal for Each Page

Not only do you want your business website to look great, but it should also provide an excellent experience for visitors. One obstacle that can prevent a visitor from having a great experience is a website that’s difficult to navigate. You can avoid that type of issue by ensuring that every page added to your site has a clear goal. Additionally, pages should include a relevant call to action based on what you want visitors to do.

When in Doubt, Go with Less

There are a lot of decisions that will need to be made during the design process. Having to make so many decisions is why plenty of websites end up with far more design elements than they need. That’s why the best rule of thumb to follow is whenever you’re on the fence about whether or not an addition is necessary, your best bet is to leave it out. The result will be a cleaner design that visitors can navigate with ease.

Design with SEO in Mind

While building links and other off-page strategies are an important part of SEO, getting on-page right provides a foundation for success. You can ensure that all essential SEO elements are included by keeping this practice in mind throughout the design process.

Optimize Images

Images and pictures are a great way to make a website more engaging. While it’s worth investing resources in getting quality images, it’s equally important to optimize them before adding them to a design. Optimizing an image means giving it an SEO friendly filename, as well as compressing its size. Compressing an image file will ensure it doesn’t slow down the amount of time it takes for your site to load.

 

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