The start of a new year may be the perfect time to take a look at your company’s website and digital marketing strategy — and schedule a makeover if the current plan is not delivering the desired results. 3 Media Web’s top five blog posts from 2017 can help you do just that, with essential advice on planning a web design, boosting traffic and rankings, working with analytics, and more.
1. Easy Ways to Convince Your Boss You Need a Web Redesign
Persuading your boss to give the green light to a website redesign isn’t always easy. But this post by 3 Media Web founder Marc Avila offers six ways to get them on board. Suggestions include getting feedback on the state of the site from actual visitors and the company’s followers on social media and tracking the site’s metrics for changes in traffic volume.
Other ideas include asking for feedback on the current design from Reddit users and asking for comments on the look of the site from professional design groups on sites like Slack. Simple split testing can also reveal clues about whether the site needs updating. Then, all you need to do is to collect up the evidence from all these sources and use it to make the case for the web redesign your company needs.
2. Why Metrics and Analytics Are the Keys to Success for any Digital Marketing Strategy
A successful digital marketing strategy has many components. But the most important tool for any marketer and brand is the ability to track what’s working and what isn’t. In this post, 3 Media Web’s CEO and metrics guru, Marc Avila explains why metrics and analytics are so important: Analytics information provides the hard data that reveals how effective a campaign is — or isn’t.
Google Analytics can answer four key questions that reveal the effectiveness of a brand’s digital marketing campaign: Is the SEO strategy working? Are the right keywords used? Are people reading the site’s content? And does the website need a redesign? Unlike the earlier days of print and television advertising, the tools of today’s digital world make it possible to track a marketing campaign’s performance with unprecedented precision and make adjustments at any point along the way.
3. Traffic Declining? Here’s How to Fix That
Website traffic typically ebbs and flows — but if your analytics show a steady decline, that’s cause for concern. This post by SEO expert Lysa Miller head of 3 Media Web’s marketing team explains how to troubleshoot a traffic problem and what to do to fix it.
Solving the problem begins with a look at the site’s analytics — and those statistics can be misleading. The source code on the website might not match the tracking code in Google Analytics so that the wrong data is being tracked. The data provided by Google Analytics may not include the most recent information, which might indicate higher actual traffic numbers. Comparing traffic over a short period of time can be misleading, too — and new websites may not have enough data to provide an accurate picture of what’s actually happening on the site. If the traffic profile seems accurate, though, Miller suggests ways to pick it back up, including creating and promoting good content and making sure the site is optimized for SEO.
4. What Is Retargeting and How Is It Used?
Retargeting is a digital marketing strategy designed to win back visitors who browse a site but abandon it without making a purchase. In this post, CEO and in-house digital advertising advisor Marc Avila explains what retargeting is and how it can make customers out of casual visitors.
Retargeting does this through cookies placed into a visitor’s browser history. Cookies can provide very detailed demographic information about a consumer, including what web pages they recently visited, and that information can be used to place a company’s advertising on web pages frequented by that consumer.
This enhances brand recognition and keeps the company fresh in the viewer’s memory, giving them more opportunities to revisit the site and make a purchase. But the key to successful retargeting is to carefully calculate where, and how often, an ad appears. Too many ads will turn away potential customers, while too few will limit the potential for brand recognition — but the right amount can draw in new customers who are ready to buy.
5. Can Social Media Really Help With My Company Website’s SEO Rankings?
There was a time when a successful SEO strategy relied on just two things: keyword placement and backlinks. But today the landscape has changed — and social media now plays a key role in building authority and boosting rankings on Google and other search engines.
In this post, Lysa Miller explains how Google’s Panda update changed the ranking game permanently by shifting emphasis to quality, long-form content, long-tail keywords and authentic search queries. When that kind of content is widely shared on social media, it helps to build a brand’s authority and creates organic backlinks that can boost rankings.
In this new world of search, social media sites act as search engines in their own right, serving as a way to learn about a company and interact with it. For that reason, creating and maintaining an active, optimized social media presence on sites that are relevant to a company’s target audience needs to be a core component of a successful digital marketing strategy.
3 Media Web knows web design. We partner with companies and agencies to build unique, responsive websites. And whether you know what you’re looking for, or you’re just starting a new web project, we know how to build it. Contact us to learn more.
ABOUT 3 MEDIA WEB
3 Media Web is a Boston area website development company. We partner with companies and agencies to build beautiful, responsive websites. Our web skills run deep. HTML5, CSS3, jQuery, Bootstrap, responsive, WordPress: We speak all those languages. Whatever you’ve got, we can build it. Whether you already know exactly what you want out of your website or you’re just starting a new web project, we’re the web development team you’ve been looking for. Contact us to learn more.