Hiring an SEO Toronto digital marketing agency to help grow your business can take a lot of research and legwork on your part. But here are some tips you should consider when looking for a good, reputable marketing firm.
The best way to get an immediate feel for whether or not an SEO Toronto digital marketing agency can benefit you is to be upfront and candid about what your business is and what its goals and objectives are. You don’t want to just be generic about this information, you want to let the marketing agency know exactly what it is you’re expecting from them.
You should discuss with them what marketing platforms they use and whether or not they can work for your business. In hiring a good digital marketing agency, you may need to adapt to some changes in how your marketing is done, but you should never hire an SEO Toronto agency who doesn’t understand your company’s direction.
Find Out About Their Communication Structure
The best way to work with an SEO Toronto digital marketing company is to have constant open lines of communication. You’ll want to know if they have a contact person or department that you can reach 24/7 in case you have concerns about how your marketing campaigns are going. You may also want a digital marketing company that does online reviews or conference meetings on a monthly or yearly basis to see if everything is performing up to standard. Never hire a company that doesn’t keep you in the loop.
Let Them Know If You Have Any Third Parties That Might Be Involved In This
If you work with a technical team whose tasks may overlap with those of a marketing team, you should discuss this with the marketing agency you plan to hire. It’s important that you don’t run into a potential conflict of interest, or conflicting jobs when working with your marketing agency. You may even want to see if the marketing agency offers any evaluation services just to make sure you have all your t’s crossed and i’s dotted.
A company’s website is an incredible avenue for it to attract traffic. However, no amount of traffic matters if it does not lead to sales. However, a company’s website should not mainly focus on getting attention but how to turn site visitors into customers. Better yet, to repeat customers. Turning as many visitors to the site to customers is the ultimate aim of a website and should be its measure of success. Various practices and techniques can be utilized to optimize a site’s conversion rate.
Conversion rate optimization (CRO) has become the first item on the SEO guide list and rightly so. One way to improve CRO is to reduce the number of distractions on the site’s landing page. Many firms often think that by stocking their landing options with numerous options, the visitor will have more to choose from which will increase the chances of him/her turning into a customer. However, it is not the case. We often see pages with tens of menu options each with its submenu options and also links to social media platforms. Many of such options on landing pages often serve the function of being distractions.
By simplifying your landing page, you give a visitor a much more focused avenue. Moreover, each marketing tool on the site will then serve a clear and precise purpose leading to more decisive action on the visitor’s part. Reduce distractions on, and simplify the landing page for better conversion rates.
According to Convince and Convert, 4 out of 5 consumers use smartphones to shop. Also, 70 percent of mobile searches lead to online action within an hour. Given the above statistics, it is safe to say that mobile conversion optimization is a vital part of CRO. A company that improves its mobile application and website and usage will undoubtedly increase its chances of turning visitors into customers. Various practices can be used to better the mobile experience.
First, a company should ensure that their content is very visible on a mobile screen since they are smaller than PC screens. Better visibility with inviting images and easy to read material will lead to more customers.
They should also ensure faster load times. Cell network access times are slower and being a second or two faster makes a big difference in whether a site visitor will become a customer or not. Here’s an illustration showing why your site SHOULD have a faster load time:
Personalizing a website’s content would be a great way of ensuring increased conversion rates. A company should make sure that its content is relatable to the target market. The audience should feel as if as if they are the ones being spoken to through the website. Personalisation of content is, of course, easier said than done. If a visitor has a personal connection to the content on your site, the chances are that they will pay a lot more attention to the website. Personalized emails alone can increase conversion rates by ten percent according to Aberdeen.
Contrary to popular opinion, email marketing is very effective, more effective than social media in some cases. By sending personalized emails, using recipient’s real names, the site’s visitors will have a more personal experience. A company can also make use of location and demographic information to offer material tailor-made for a particular area. Providing information on deals that are within the recipient’s location, the site becomes a lot more relatable and in a sense, trustworthy giving it the feeling of a neighbourhood store.
According to CodeFuel, when videos are included in a personal email, click through rates doubled or tripled. That is, by all means, a very large improvement. Audio-visual marketing is by far, the most effective marketing techniques there is. Using videos on a company’s website grabs a user’s attention for longer than any other medium can.
One technique a company can utilize is making the video interactive. A creative interactive video especially one that can make a site visitor laugh can increase conversion rates multiple times. Every company has its target market and can create videos that will specifically target this group. This strategy ensures that a visitor who is on the cusp of making a purchase decision will automatically turn into a customer after watching the video. With the increase of smartphone usage in the globe, making video content that can easily be accessed through a mobile phone will go a long way.
Here’s an illustration showing why it’s important to make use of videos on your online marketing campaign:
Being data oriented is an optimal practice in conversion rate optimization. By being critical in data usage a company can be able to keep track of and have evidence of a variety of things. First and foremost, using various analytical tools such as Google Analytics, a firm can tell at what points visitors leave the site without making a purchase. Processes can then be streamlined from that point forward to have a higher conversion rate. Also, data can assist a firm single out and test various variables so that they can find out when and if they are useful in a visitor to customer conversion.
Useless aspects of the site can be discarded and important ones improved to improve conversion rates. Excellent data collection and usage can also be used to measure a website against the competition. The company can see how its website is regarding clicks to purchase and page load speed among other qualities. Data can be collected via surveys, analytics and tests. When everything’s well utilized it can turn into a gold mine and can undoubtedly lead to higher conversion rates.
So you’ve spent countless hours, days, maybe even years building your businesses brand. Meticulously wording your website, creating brochures, and networking within your market in order to make your business known. You’ve created credible, professional content, but how do you really get this information seen?
According to the Content Marketing Forum hosted by Curata, 80% of marketers are sharing their content on social media. Why is this? It turns out that Internet users are spending 25% of their web time using social media platforms.
The most important guideline to follow is not just to promote but also to engage your audience. Finding a balance between these two actions can be challenging if you are new to using social media as a marketing tool. Consider social media platforms as a networking ground. Through applications like Twitter, Facebook, and Instagram there is an opportunity to interact with your followers and potential partners.
If the interaction were taking place in real life you wouldn’t simply try to sell a service or product, you would engage in conversation. Look at social media from the same perspective. Write and post interesting videos, relevant articles, fun facts, and photos while leaving room for conversation. Don’t just sell, but build relationships first. In an article posted to LinkedIn by Shafaat Ayub, a marketing professional, he suggests that every 1 out of 7 posts should be solely about business promotion while the other 6 should be valuable content.
Allow for variations in your posts.
It is great to utilize multiple social media platforms for successful Internet marketing, but if you put out too similar of posts to multiple platforms then you may send out a phony or generic demeanor. If there is a message you want to share through more than one platform then make each post about the topic unique. Do not simply copy and paste the same post multiple times.
Responsiveness is key.
Social scientists have defined “responsiveness” as one of the biggest factors in whether or not someone is likeable. This theory can and should be applied to your business as well. Adcetera, a 33-year old advertising company, advises that interacting with consumers will create a loyal following. If other companies are mentioning you online then do the same for them. You could make a thank you post, a post highlighting collaborations that may be under way between the two of you, or even a post promoting them. Building allies will advance your promotional success. Interacting with clients or fans will also boost your businesses popularity. In addition, make sure you are responding in a timely manner. Same day responses are ideal.
Creating thought-provoking engaging content is time consuming.
If your posts are successful then you’ll receive a lot of feedback and before you realize you’ll be spending a lot more time than you may have planned keeping up with it all. Use your time efficiently by organizing a social media calendar at the beginning of each month. Creating an outline for what you hope to release on the web will ensure you don’t lose valuable ideas and also cut down on posting time. Social media platforms like Facebook even give you the option of scheduling posts. This means you can write a post in advance and schedule its posting time.
Finally, simplicity is more in the world of social media.
Be brief with the content in your posts. Social media users consume information that is generated through a news feed. Consumers are skimming information as they scroll along and too long of posts may be off-putting. Be realistic with the length and depth of the information you share.
Releasing balanced and well-rounded information consistently will create a positive reputation for your business’s online reputation. People will look forward to your posts. They may even repost your posts themselves! Furthermore, if you are incorporating calls-to-action in your content then facilitate each CTA organically. Avoid cheesy language like “Flash Sale: 50% Off, Buy Now!” Instead make each CTA fun and interactive. Involve consumers in their experience by incorporating contests and photo sharing. CTAs allow supportive consumers to participate in the advertising process and let you reward their loyalty!
Having a successful website is more than having great graphics and design. One can have a very attractive website, but if it’s not beneficial for the user, then it could be a waste of time and money. And the user will most likely do business elsewhere.
With this in mind, the following things must be done to ensure the site will be equipped with what the users want on the sites:
1. Easy Access– They don’t want to have to go through several pages or deep down in a page to find what they need.
2. Convenience– The ability to use a mobile device quickly and easily as well as on desktops/laptops. Also, when it comes to mobile devices, they want to be able to use it via portrait or landscape, and they want to be able to rotate the picture and adjust the picture to where it can have a larger or smaller view. And furthermore, users are normally using mobile devices when they are on the go. Thus, just wanting the areas for browsing and checking out if shopping. Other than that, they may want it for the account screen to pay a bill quickly and easily. They usually don’t want a whole portrait, unless they request to switch to the whole desktop/laptop viewing which is normally provided upon clicking on the appropriate link.
3. Confirmation/Receipt– Even though payment history from credit/debit cards, PayPal, and banks show receipt of payments, it’s important to get a confirmation or receipt number/page for one’s records, just in case. It can also be sent to the user’s email and text messaging for one’s records.
4. Updates sent to email/text and easily visible on site– Updates on important policy changes or upcoming promotions are always great, and this shows that the company value their customers.
5. Promotions that are easily acceptable to apply– It’s one thing to get notice of promotions, but it’s pretty frustrating when there is technical difficulty in applying the promotion code.
6. Visible guarantee/warranty not written in fine print– Fine print is a big bother for users in this busy society. It shows how companies really care about their customers when applying clear visibility about guaranties/warranties. Customers really appreciate that. They would be encouraged to continue business with the company, and they will be encouraged to tell family and friends about the company’s great business and customer service.
7. Quick start and important info not bogged down in fine print– With customers’ busy schedules, it’s important to make it more convenient for customers to easily display quick start and important information. It shows the customer that the company values them which in turn, encourages them to remain their customer.
8. Easy Tracking Status of Orders– Customers should always be able to track orders easily and quickly. And, for even more convenience of tracking, the tracking number should be sent via email or text upon the first creation of the tracking number.
9. Easy and direct account summary and transaction history– As previously stated, convenience and easy accessibility are crucial to maintain happy customers.
10. Reward/Loyalty Points (if applicable) – Financial institutions, flyer miles and lodging, and some shopping outlets use this type of program which do encourage more business with customers.
11. Speed and No Crashing– Nothing is more frustrating to users when dealing with a slow and crashing site. They want to shop online without hassle. A site can have all the pretty web design and graphics in the world, but if it has a slow connection, or keeps crashing, the really attractive site is worthless.
12. Easy access to great customer service – This goes back to convenience and easy accessibility especially when there’s a problem. It’s bad enough that customers have enough to deal with, than to add even more frustration when dealing with hard to reach and/or substandard customer service.
13. A safe and secure site– With all of the cyber hacking and identity theft going on, customers need to feel secure in knowing that the site has great encryption and other safety devices, such as secure socket layer (SSL). SSL is a well-known and reputable encryption service.
When creating your site, there are other key things to realize. For one, when customers look at sites, they normally look left to right on the screen. Having said this, they tend to look at the upper left to upper right, and then the lower left to the lower right on the screen.
This aspect alone is very important, so the site’s information can be positioned accordingly- the most important information in the top left to top right of the screen. And the least important is posted in the lower left to lower right part of the screen.
Other things to note include the usage of larger, high quality print, and better imaging. It’s important to use a larger font with highly visible prints for linking to areas or pages that the customer desire, such as the checkout page, payment page, account summary/overview, and the desired department page for shopping. Also, it’s important to have high quality and relevant photos, instead of cheesy, stock ones.
Other than that, the following are also important to keep in mind when creating a site:
• Users spend approximately 6.48 seconds focusing on the company’s logo before moving on.
• Users spend approximately 6.44 seconds viewing the main navigation menu before moving on.
• Users focus on the search box for just over 6 seconds.
• Users spend approximately 5.95 seconds viewing the sites’ social media networks, such as Twitter and Facebook.
Take note of the things discussed in this article whenever you are going to create or modify your website.