It is remarkable and disappointing at the same time for organizations to struggle having a modern, responsive and useful web experience for their customers. Using SEO (search engine optimization), CRO (conversation rate optimization), content marketing and web analytics, you can chip away at raising the efficacy of a website.
Don't overpay for your website
A troubling issue Growth Visions has seen is companies overpaying for the site they have built, sometimes by millions of dollars. A smarter approach is spreading the cost through an experiential narrative building up website performance and proprietary knowledge around what works. The second biggest issue we have seen is the lack of love shown toward web analytics.
Love your metrics
How do we know what and how to improve if we don’t measure and talk about what we did? The ability to segment our visitors by a myriad of segments and time frames is a wonderful thing. Yet, many companies have not moved those metrics to the center of understanding their marketing and sales efforts.
Those metrics inform our digital marketing lab allowing us to compare a version of one page against another to create new page winners that improve CRO. As part of CRO, we need a CTA (call-to-action) that results into lead generation.
Content marketing is a marketing priority for the next few years. Companies often rush out to create, write or film without proper planning, quality-control and integration. Once again, we visit the Cx (customer experience) and anxiety relief. All of your content should be organized against the natural and anxious stages for the customer.
Imagine for a second you have no marketers, no salespeople and only content. Have you considered that when someone comes to your website, they’re not talking to anyone from your company? The content has to carry the load. Research shows that well over 50% of your web site visitors will never talk to your amazing sales team. They will visit your website and be gone with your content telling them so much about your ability to care about them, bring value and understand their world. Fail here and it’s a non-starter for growth.
Does your content take the customer through the stages of awareness, consideration, decision, and optimization? Can the content be found? When you analyze content vs. your competition, are you pleased or frustrated? Remember, your growth requires you to take content marketing seriously.
Great marketing inspires a potential buyer to continue through the buying process but it must first capture their fleeting attention. Video is the most capable form of media. 90% of all the information the human brain processes is visual and that information is processed 60,000 times faster than text. With the average attention span at 8 seconds, it makes sense to capture the attention as quickly as possible without making the potential buyer work too hard for it.
At Growth Visions, we use our knowledge of visuals to create inspiring video that resonates with the buyer. With a creative brief, we break down your brand to tap into the heart of your business and show it to the buyer. We want to communicate as much about your business as we can in as little time as possible. It's said that a picture is worth 1,000 words. Forrester researched this claim and found that a minute of video is worth 1.8 million words. Which type of content would you rather have speaking on your behalf?
Good business writers are hard to find, but they can and must be found. So many readers of the web want to scan first and then read. It doesn’t take too many visits to some very smart companies’ websites to know the quantity of the words seem more important than quality. What is really alarming are the number of companies that do not approach their content from the customer's point of view.
You want writers who understand how your customers retrieve knowledge on the web. Furthermore, for most business offerings, a more personal approach connects more quickly and helps the reader relax into the writing. Moreover, you want writers who will integrate the power of the visual experience.