10 reasons why you need a new website

Having a website is putting a face to your brand and you want to make sure your website perfectly reflects your business. Your website does not need to have millions of pages and content, but keeping it up to date and showcasing what your business offers are the priority. Take a look at your website and ask yourself when was the last time you updated it? Your website is the star of your business and for many customers, your website will be the first interaction they will have with you. 

Here are our top 10 reasons why you need a new website: 

  1. A website provides a professional presence and focal point for your business. 

The initiation of any business relationship with the customer begins when the customer searches for a product or service. While you do not need a website to get discovered on a search engine, what consumers want to find is your website. 

Directory listings provide very little information about your business other than a brief overview, hours of operation, and contact details. Internet users want more detailed information about your products and services that only a website can provide. Only if you have a website, can you truly attract the 95% of consumers who search online. 

  1. It works 24/7/ 365 days as many prospective clients will research out of hours. 

Even when the office closes at the end of the day, the company website is here to stay 24/7. You can access all the information you need through a website without having to contact a member of the team! Many clients conduct due diligence before making contact, not having a website may mean you miss out on opportunities as a website makes customers more confident of your abilities. 

  1. A website is an opportunity for you to demonstrate your knowledge & expertise and showcase your products and services in more detail than you can on social media only. 

Utilising social media to help promote your business is a great way to get your name out there and share new products/services. When using social media, it only allows you to dive into detail about a product/service to a certain extent whereas a website gives you endless opportunities to showcase your business.

  1. A website can be used to build long terms relationships. 

Websites are used to help build relationships with customers right from the start of their customer journey. In fact, many websites also provide useful tools for their customers like cost calculators, product finders, etc. These are all powerful techniques used on websites to let customers know that a business understands their needs and can deliver the right solutions. This helps build relationships that not only increase the likelihood of a sale but that the customer will stay loyal to in the long run. 

  1. A website helps a business stay relevant. 

Customer experience is now the main area of competition between companies. Consumers are willing to pay more for a great customer experience and appreciate it more than the product or the price. A website is a key part of delivering an exceptional customer experience by enabling customers to find, discover and purchase products and services quickly, easily and conveniently. Having a website helps a business stay relevant to the needs of modern consumers and stay competitive with competing businesses. 

  1. A website makes your business look professional. 

When scouting a company to assist you in achieving your goals, a website is the best way to get a feel for what they do. Having a website that is attractive and has good functionality is the first step in setting your business apart from the competition. Without a website, potential customers may question the legitimacy of your business and opt to use a competitor. 

  1. SEO and content. 

Search engines like updated content. When an update is made to your site, Google and other search engines index your pages, resulting in a change in your ranking. Ensuring you be consistent with updating good quality content will help you increase your chances of being noticed on search engines. 

  1. Your website does not integrate with social media.

Your website and social media go hand in hand to promote your business, having easy access to your social media profiles is a great way to get customers engaged. Your social media profiles should be linked on your website, either in the header, footer or using a sticky tab. 

  1. Mobile-Friendly 

Have you ever entered a website on your phone/tablet and could not read the content? Ensuring your website is optimized for more than the desktop experience is progressively important. According to Google, nearly 75% of users prefer a mobile-friendly site, so this is a huge market your business does not want to miss. 

  1. Website design affects the impression that customers get from your business. 

Building a website is creating an identity for your business. Your website will determine whether or not the customer will want to use your business or go elsewhere. Selecting the right design, colour scheme and content will allow your business to develop a personality and be the reason why customers choose your business.

A Website is Supposed to Perform, Isn’t It?

A Website is Supposed to Perform Isn’t It?

Building websites is a real passion for us, so much so that it does not feel like work but a website on its own is not going to find you visitors and ultimately customers. Once established it’s going to need some consistent help and support to achieve that. Why consistent, well we feel that marketing is a journey, and you need to continue that journey every day.

So, going back to your website, you have spent good money on it, and you think it looks great and the journey the customer has on the site seems to you to be flawless, but nothing is happening, little or no visitors are coming, no enquiries and orders?

What do you do?

Firstly, don’t panic, think of your website on these terms:

“You have bought a sportscar, it looks great, it sounds great, it drives great but if you keep it in the garage who is going to see it unless you tell people where it is, or you park it somewhere where everyone can view and admire it”

OK, I get it so where do I need to park my website to get it seen for starters?

Well, let’s start with SEO = Search Engine Optimisation

SEO stands for “search engine optimisation.” In simple terms, it means the process of improving your site to increase its visibility for relevant searches. The better visibility your pages have in search results, the more likely you are to gain attention and attract prospective and existing customers to your business.

How does SEO work?

Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index. Next, algorithms analyse pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query.

The search algorithms are designed to surface relevant, authoritative pages and provide users with an efficient search experience. Optimizing your site and content with these factors in mind can help your pages rank higher in the search results.

Put simply, when someone is searching for a product or service that you offer, the higher you are in the rankings the better your chance of being found. So of course, everyone wants to be on the first page. This can be achieved over time but requires consistency of either your time or investing in experts to maintain it for you after all how much free parking is around these days?

Why is SEO important for marketing?

SEO is a fundamental part of digital marketing because people conduct trillions of searches every year, often with the intent to find information about products and services with a view to making a purchase and this has increased dramatically during the pandemic. Search is often the primary source of digital traffic for businesses and complements other marketing channels. Greater visibility and ranking higher in search results than your competition can have a real impact on your bottom line.

Is there a cost?

Well, if you have the time to learn the skills and the monitoring tools then you can do this yourself, but it does require discipline and consistency. If not, then we can take care of this for you.

Next time…Lets talking about other things you can do to help your website deliver what you are looking for.

In the meantime, want to learn more about SEO, reach out to us at [email protected]


Digital Marketing in the Year of Covid-19

During this year, businesses have become more reliant than ever on their digital strategy. Without wanting to sound too alarmist, in many cases, it has been the deciding factor in whether they make it through the tough times now and the months ahead.

The unprecedented, almost-total disappearance of all channels related to live events and conferences, and the increasing barriers to face-to-face business, pose an enormous challenge. The key to resilience is the development of ongoing contingencies to mitigate this loss.

B2B companies have relied on the annual circuit of trade shows and exhibitions to network and build customer relations. In industries that are not digital-native, they may also be less sophisticated in their digital growth and customer relations strategies.

For smaller businesses, especially, those used to getting new customers through word-of-mouth referrals or on the strength of a hard-won reputation, their loss is coming as a shock.

Larger companies are also now finding themselves in the position of having potentially lost millions through cancelled activities and events and cannot claw back the hours of time and expense spent on preparations for this year, but insurance and flexible cancellation policies will leave them with a marketing budget to reassign.

Digital is the clear winner here, and companies including ones that may not so much as had a Facebook page before will need to move into social marketing, content marketing, SEO and influencer-led campaigns.

Of course, this means there are opportunities out there for the taking if you are a B2B supplier in an industry that has been slow to adapt to digital marketing. A key factor in resilience is adaptability. If it’s standard in your industry to go out and meet new customers face-to-face before you do business, adapting may mean opening new channels over the web or social media platforms where introductions are made and relationships are fostered.

In the coming months, your prospective clients are going to be less open to the idea of letting you walk through the door and shake their hand – and no one really has any idea how long this will last and whether this will lead to longer-term change.

Being confined to the office or even the home rather than on the road on sales visits or at events, means marketers have more time to develop digital strategies. This means researching where your customers can be found online and how different approaches and tactics might impact your success. If your organisation previously put token efforts into digital channels because like a lot of other businesses, you had built your networks offline and that had always seemed to work now is the time to revisit them.

That could be as simple as giving your website and social pages a refresh, or a more innovative approach. It’s undoubtedly true that the coming weeks, or months or however long this situation lasts will be a challenging time for any company that isn’t ready to think about how they will replace the opportunities that have been lost.

As long as businesses approach the shift to digital marketing strategically, there’s no reason why it should just serve as an emergency strategy but could carry on providing long-term value when the world eventually gets back to normal. And of course, it would make companies more resilient to deal with any future pandemics.

Retargeting and Remarketing

Retargeting in today’s social climate is absolutely critical. If you’re already doing it, you’ll know so. If you’re not, this is something quick and easy to implement, that can have a colossal impact on your business. Generally, retargeting can increase your inflow by 15%+.

Retargeting is a separate form of marketing that’s exclusive to people that have already seen an offer of yours, been to your website, subscribed to a list, engaged with your page, anyone that’s taken any form of action whatsoever. Retargeting can be used across the internet but for now, we’re going to stick with an example for Facebook retargeting.

Let’s say you’re selling an amazing new shampoo. You have 1,000 website visits last month. Putting sales aside, let’s say 250 out of those 1,000-people added your shampoo to their cart, but they didn’t complete their purchase. With retargeting, you could then show ads specifically to those people on Facebook, reminding them about their cart, and even offering them a discount code AND/OR with the people that visited but didn’t add to cart, you can have a separate campaign “hey thanks for visiting our site! We’d love to have you back, use code OFFER20 at checkout for a 20% discount on your order, shipping is free too! Look forward to the best smelling hair in town”.

You can do this with people on your email list, people that liked a particular post on your page, watched a particular video on your website, it’s the most accurate form of marketing around, and because you’re targeting such a small set of people, it’s cheap too!

When you have your FB pixel installed, it tracks all your website visitors, meaning you can set up specific campaigns targeting certain people. FB Pixel Aside from the data gathering is the super intelligent beast behind Facebook ads. The pixel is both tracking code you install on your website/sales funnels/pages, and it is also the hub where Facebook stores your advertising data.

Your pixel is unique to your ad account, and it has a number of different triggers that can be fired, like “visit” “purchase” or “sign up”. When someone visits a website with a pixel installed, it will fire as a “visit” from that person, and a “purchase” should they buy anything.

Facebook ads (or Instagram/LinkedIn/Youtube), is interruption marketing. You’re appearing in a news feed, in between video content, or wherever else, and trying to grab their attention, build their interest, and encourage them to take an action. It’s more common for impulse purchases, viral content, or broader offerings. Google Adwords is very different, it’s search traffic, so people are specifically looking for what you’re offering. Although you can also appear in other places if you’re smart.

With certain products/services, you’ll find you can have a higher ROI with Adwords. It’s typically the case with higher-ticket products/services, niche offerings, or anything B2B. For example, let’s say you’re a company that builds exhibition stands for businesses. In this instance, Adwords will be more effective because you’re going to be appearing when people search for terms like “exhibition stand builders or “bespoke exhibitions stands”. Whereas on Facebook, it would be difficult to narrow down your audience.

A combination of Adwords and Facebook retargeting is often a highly effective approach for B2B and higher ticket products/services. The skill in Adwords is knowing what terms to bid for, whether to be broad or exact and optimising the campaign with the data you get, ensuring your ROI is as strong as possible.

Youtube ads run from within the Google Adwords platform and is arguably the hottest platform right now. With Youtube ads a) most of the time watchers will have the volume switched on, and b) it’s compulsory to watch the initial part of the ad before they can skip it. So, you have a pretty sizeable window to get their attention and capture their interest. Youtube is also highly targeted, not only can you show up on specific videos and channels, but you can target people based on the specific websites they have visited…

Finally, LinkedIn functions VERY similar to Facebook ads, but it’s more suited to professionals and the B2B market. Another aspect of LinkedIn that isn’t available on FB is “Inmail” marketing. This is guaranteed delivered and read emails, so it can be really effective when used well.

Are Facebook ads applicable to my Business

We’ve lost count of the number of times we’ve seen certain products or services smashing it on Facebook, whilst we’ve been watching thinking “I can’t believe anyone is buying this, let alone from seeing a Facebook ad!”. You can test any idea on Facebook, and can usually tell within the first spend whether the campaign will be successful of not.

Speaking broadly, B2C generally does far better on Facebook than B2B. That doesn’t mean to say B2B isn’t effective; you can target pretty much anyone on Facebook.

Is your target audience active on Facebook? Chances are, the answer is yes, as most of the population is active on Facebook. It all comes down to your approach and how you speak to them. Physical items do extremely well on Facebook, as do events, and anything else people can share and tag friends/family in. Some things are harder to market than others on FB, and some things are more suitable for Google Adwords, rather than Facebook marketing. Generating leads on Facebook is something we swear blind by, as well as retargeting.

Facebook gathers a lot of data on its users, from location and gender to more specific things like interests and certain behaviours E.G. Interested in horses or buys luxury brands.

This information can be used to your advantage when running a marketing campaign from the Facebook ads manager, which you can find on your Facebook business account. You create this by going to business.facebook.com. Free, quick and easy to set up.

When you’re running you can choose who exactly it goes in front of, and you can optimise your campaign for the result you want. Once you know who you want your ad to go in front of (we’ll get into the when and where later), you then need to determine what you want them to do. You can optimise your Facebook campaign for a variety of different objectives:

  • Website visits
  • Purchases
  • Messages to your Facebook page
  • Video views
  • Downloads
  • Opt-ins
  • Appointments
  • Phone Calls

Facebook will then show your ad to the people in the audience you’ve specified. It will spend your money wisely when doing this and will aim to complete your objective for as little cash as possible. The more pixel data you have, the more accurate your ads will be (more on that later too).

So where do your ads show up?

  • In the news feed on mobile and/or desktop (you’ve likely seen these before, they look like any other post but have “sponsored” in little grey text in the top left corner)
  • In the sidebar (those little-classified ads style ones you see)
  • Between video content (a bit like a TV advert)
  • Instagram, in the form of posts in the feed, or between Instagram stories.
  • Facebook audience network (a variety of banners and other things across the web, most people switch this one off, always)

So there you have it, the main components of how a Facebook ad works. There are tonnes of other things we could mention but we hope this simple explanation will suffice for now! Furthermore, the Instagram platform is synonymous with Facebook, so you can run ads on Instagram as well as Facebook.

Marketing Myth Busters!

Myths are common surrounding marketing and SMEs so this blog is going to be all about getting facts straight and improving your marketing strategy! When you are running small to medium-sized businesses, you’ll often feel like you are juggling countless concerns and responsibilities. As a result, it can be easy to let tasks slide down your list of priorities and usually the buck stops at marketing. There are a few common misconceptions that are leading business owners to think that marketing isn’t as vital as it really is.

1- Social media is easy to attract customers…

Social media has been hailed as a great leveller for SMEs as it offers a very affordable way forthem to boost their brand visibility and compete with competitors. But having simple pagesonline isn’t really enough. As with any other marketing platform you have to have a clear andeffective way of utilising them. Be selective with your posts, don’t just post for the sake of it or‘spam’ post which will irritate your followers and potentially even lead to unfollowing. Makesure you analyse the metrics and establish which posts are getting the most likes and views.Reply to people’s comments, this boosts your online visibility and allows you to learn first-handmore about your client base!

2- Marketing is working… I don’t need to change it!

Marketing is forever adapting and changing to fit modern technologies and trends. You can’t afford to stand still and stay the same when your competitors will be changing. You may haveprocesses in place that have worked very well, but will they always continue to pay off? Probablynot. Customer tastes and preferences are changing all the time and you need to be open-mindedwhen it comes to learning what is on trend in your industry otherwise you may risk becomingirrelevant or outdated.

3- The larger audience reached the better.

If you focus on reaching a large audience rather than specialising toward a specific target market you could really miss out on making a real impression on certain customers. A mass marketing campaign will not reach the specific kind of person you are looking for and is therefore a waste of time and money. Brands should understand what makes the customers tick and engage with them in a more personal way for the most effective results!

Make sure you are not swayed by misconceptions when it comes to marketing because it could lead to a detrimental effect on your success. If you have any questions about your own marketing strategy, please get in touch today!

Why KFC’s Marketing Is Admirable…

KFC’s UK CMO believes that its response to the ‘chicken crisis’ is a testament to the strength of its relationship with its digital marketing agency and shows a brand that is confident in its identity and place in a modernising fast food market.

In response to the crisis that saw stores across the UK run out of chicken – probably the worst thing that could happen to a fried chicken restaurant – Meghan Farren (CMO of KFC UK) chose wit and humanity instead of the usual apologetic response. In a PR campaign, KFC chose to reverse their logo and rearrange the letters to instead say ‘FCK’.

Farren said “You want me to write FCK on our bucket? You want me to turn our brand into a swear word?!” and was incredulous at the start, but after a humorous response from lawyers and other company managers, she realised the good humour and human error behind the PR stunt.

She also said “We had nothing to hide or spin. We just wanted to get answers to everyone’s questions as fast as possible and match the tone to the tone of public sentiment. That’s one of my biggest lessons; it’s very easy when you are a business that is internally under immense pressure to forget that that context is not the context of the public.” Their marketing company really did wonders here to restore public faith and a public apology from one of the UKs biggest fast food brands.

The response really highlights the importance of employing a marketing agency that really understands their clients. Seeing agencies as ‘real business partners’ has been key to the success of the relationships between businesses and marketing companies. Their agency also brought back The Colonel into their UK advertising for the first time in 40 years.

Agencies are responsible for creative, almost none of which KFC does in-house. “We rely on agencies a lot because we have a super lean team. We own the direction, vision and strategy, with input and challenge from the agencies because it’s collaborative.”

KFC has obviously made a smart decision when it comes to their marketing. If a PR disaster comes about, it is essential to have a marketing team on side to help restore your brand rapport! If you would like to learn more about what PIXAFUSION Digital can do for you, then get in contact today.

Why Instagram Will Escalate Customer Satisfaction

Attracting new customers is always the goal but satisfying the needs of your current customers is
even more important! But how do you make sure you are keeping your customers happy? The best
way to know is to receive feedback from them…

Asking for their opinion offers valuable insights into their expectations, needs and wants. But getting
them to share this information with you can be the difficult part. This is where social media platform
Instagram can come in handy. Instagram Storie’s polls allow followers to vote on key questions asked
by your company and will allow a quick and uncomplicated way to make positive changes.

Most of your customers are likely to have an Instagram account and the more they interact with
your stories, the more likely your posts are to show up in their feed! Instagram Stories feature has
more than 400 million accounts. Users are ready to interact with brands and engagement rate is
much higher than on Facebook or Twitter and at least 30% of users have bought a product they first
discovered on Instagram.

Using Instagram Storie’s polls is easy. You will need to create a new story post, and it should be
related in some way to the poll topic. Think of a suitable question and all your followers need to do
is to respond ‘yes’ or ‘no.’ It’s a very simple way to get followers to engage with your brand. It will
help them to feel like part of your community.

If you don’t have the resources for focus groups and extensive surveys, polling votes will give you
more idea about what products your buyers love, and that may even influence your inventory
volumes. It’s an effective way to let customers know that their opinions are important to you and to
create publicity for your brand.

Your followers will be impressed if their votes are used to influence the actions you take. If you want
to hold an event, you could ask them to choose between two different venues. When you talk about
what they voted for, they’ll feel invested. Show your customers that you care about their opinions
by using polls and at the same time receive useful insights that can further improve their satisfaction
and contribute to the success of your business.

Stats To Kick Off Your Monday!

We arm you this week with all the numbers you need to know to make sure you Monday starts with
a bang!

1. Three in five marketers are not confident in budget allocation…

Three in five (60%) of marketers are not very confident in their team’s ability to effectively allocate
marketing budget, with 68% confessing to using the previous year’s budget and either increasing,
decreasing or level-funding it. Another 20% set budget once a year and don’t change it, with 63%
saying it’s difficult to determine marketing spend allocation across tactics that will drive maximum
ROI. More than half (57%) rely on internal spreadsheet-based analysis to estimate the impact of
possible marketing budget allocations, rather than software or external analysis. And 5% don’t
estimate the impact of marketing budget allocations.

2. 42% of all the UK display ads were not seen in Q2…

Just 58% of banner ads in the UK in the second quarter met minimum viewability guidelines, down
one percentage point from the first quarter. Compared to other markets, the UK ranks in the lower
half of the table with the best viewability rates seen in Austria (73%) followed by Sweden (64%). The
international average is 61%. However, UK consumers view display ads for five seconds more than
the international average, typically watching for 26.2 seconds in Britain.

3. Brands to increase spend on influencer marketing despite concerns over fraud…

Two-thirds (65%) of brands plan to increase spend on influencer marketing during the next 12
months despite concerns over lack of transparency and fake followers. The main aim of the
investment is to boost brand awareness (86%), reach new audiences (74%), and improve brand
advocacy (69%). When asked what ranks at the top of brands’ selection lists when deciding who to
work with, 96% of respondents regard the quality of followers as “absolutely essential” or “very
important”. Concerns were mainly focused around four areas with consumer trust and blurred lines
cited as “very concerning” and “concerning” by 64%. The other three were legal and financial risks
(60%), reputational risks (64%), and brand safety risks (59%).