Every successful business owner knows that marketing is the key to expanding a business and gaining new customers, but not all types of marketing are equally effective. Multiple marketing techniques exist; each of which are helpful for reaching different age demographics. Knowing which type of approach to use to target various generations is essential for a successful marketing campaign.
Youth
Children are easily targeted through television. Commercial advertising to young people during popular television shows can bring in sizeable revenues. The key is advertising during after school hours and on the weekends when children are most likely to be watching television. Another way of marketing to children is through strategic store displays and product placement. Noise and Bright Colors are always great ideas to catch their attention. Mobile apps are also a great way to reach children and generate familarity with a brand, Rovio’s Angry Birds is a great example of how mobile apps are reaching the youthful market.
Teenagers
When they are not in school, teenagers spend a lot of time on social networks. That means hours perusing Facebook and reading Twitter updates from friends. Every business — regardless of whether it is marketing to a teenage demographic — should have Facebook and Twitter accounts. This is an easy way to keep potential customers updated on special deals, sales and information pertaining to a particular business. Retailers, for example, can post pictures of the season’s new inventories, and Twitter is a viable way to respond directly to followers. One of the important aspects to consider is the right mix of organic marketing on the social networks with advertising models. Facebook is particularly useful remarketing specific ads to those teenagers that have already connected to your brand, product or service.
Young and Middle-Age Adults
Young and middle-age adults are one of the most profitable demographics for business owners. Marketing trends for this generation are directly connected to digital media. Online banner ads and pay per click marketing, for example, are profitable ways of reaching the millions of people who use the Internet to get their news, socialize with friends and conduct business. The introduction of remarking tools have made these even more effective as you can target audiences that already are familiar with the brand, product or service. One of the top things to consider is if remarketing is a part of the banner campaign and what that looks like compared to your standard banner campaigns.
Another increasingly popular way of marketing to young and middle-age adults is by using mobile marketing. Mobile marketing companies help business owners take advantage of the rising number of cell phone users who access the Internet using their Smartphone devices. Mobile marketing companies help serve business owners by teaching them which customers to target and how to gain the most financial return on their marketing investments. While mobile apps are great for youth, mobile SMS campaigns have also become very successful, with success rates in the high 90’s SMS is a must for targeting this generation.
Seniors and Baby Boomers
Senior citizens and baby boomers are less likely to take advantage of digital media. Traditional marketing methods are still the primary way of reaching senior citizens and baby boomers. For example, according to StateOfTheMedia.org, individuals over the age of 55 are significantly more likely to subscribe to newspapers than individuals under age 35. As of 2011, approximately half of Americans over age 55 and six in every ten Americans over age 65 read a newspaper on a daily basis. With this age range being the fastest growing user base on social sites it shouldn’t take long before they become a viable audience for other digital campaigns but for now you might find a higher rate of success with email marketing. While email is prone to low open rates, developing loyalty programs with email marketing can be extremely successful with the generational group.
Alex Nieland provides editorial on the mobile marketing industry. Mr. Nieland has written several publications relating to the latest tips, trends, and statistics within the mobile advertising sector.
Guest Bloggers
Five Tips to Engage Your Clients In Your Presentation
Presentations are the key to securing clients and funding. The art of public speaker has been discussed for thousands of years, and new books are still being published today. In some cases, however, people can over-think their presentations. In reality, presentations do not have to be too complicated. Here are five tips for engaging clients in a presentation.
1. Eye Contact
The psychology of business presentations has been discussed endlessly, and much of this advice deals with engaging those who attend and building connections with them. One of the best ways to start to build this connection is to maintain eye contact throughout the meeting. Staring should be avoided, but eye contact can help make one’s message clear and encourage those in attendance to pay close attention. Eye contact also shows confidence and a willing to engage on an individual basis.
2. Charts, Graphs and Projections
Presenters are often focused on the present, but potential clients think about the future. While it is important to relay why choosing one’s business would be helpful in the short term, long-term projections are useful to encourage clients to make a commitment. Chart and graphs can help provide great material to capture the attention of the audience, and future projections are necessary to captivate them. Presenters may wish to take some time to make these graphical elements as attractive as possible.
3. Modern Ideas
When giving a presentation, it helps to show clients that the business is engaged in modern trends in a productive manner. These days, social media, smart devices and the cloud are all useful topics to capture the attention of prospective clients. Incorporating these ideals into a presentation alleviates clients’ fears that the business will become obsolete or outdated in the future. It is important, however, to ensure that these elements do not come across as contrived; they should seem to be natural parts of what the business provides.
4. Personal Stories
Many books on presentations emphasise addressing numbers, the potential for profit and other hard data as quickly as possible. However, it is also important to connect on a personal level with clients. While telling long stories can come across as pandering, it helps to share inspirational stories when seeking to engage potential clients. In particular, how the business started and what its guiding principles are can help relay what makes the business the best choice for those watching the presentation.
5. Ask Questions
Adaptability is a crucial component that prospective clients look for in businesses. One of the best ways to demonstrate adaptability is to ask clients questions and have answers prepared. These questions give clients a chance to test the presenter, so the presentation team must be equipped to deal with any questions that might arise. By carefully preparing beforehand and thinking of as many potential questions as possible, presenters can be prepared to impress potential clients with their ability to think of effective solutions. If members of the audience do not have questions, it can help to have some demonstration questions prepared.
Brett Kelly is an inspirational figure after attending one of his business presentations. Follow Brett Kelly on twitter @brett_kelly1
6 Tips for Aspiring Entrepreneurs
Starting a business can be a hugely challenging and rewarding at the same time. You’ll be your own boss and the effort you put in will be the determining factor in the success or (hopefully not) failure of your business. That’s really what it comes down to – Are you willing to put the time and effort in that it takes to run a business? Running a business becomes more than just a 9 – 5 job and will require plenty of work after hours.
On the plus side, you’ll be able to enjoy the flexibility that running your own business carries. While the work you put into getting things rolling initially may outweigh the benefits, it’s important to remember that the extra effort will pay off later on a personal level (sense of accomplishment) as well as financially.
If you’ve decided that entrepreneurship is for you, here a few tips to turn help turn the dream of owning your own business into a reality:
1.) Choose the right business. You’re going to be devoting a sizeable chunk of your time to running this business, so it’s a good idea to choose an area that you find interesting. It’s important that you also choose an area that you’re skilled in. For example, if you’re interested in the world of finance but useless at maths, starting a business in this area is probably not a good idea. The added advantage is that if you choose an area of business that you’re both skilled and interested in, it will be that much easier to put extra effort in because you enjoy it.
2.) Decide on a business entity. There are a few to choose from including: sole proprietorships, partnerships and companies (Public or private). It’s definitely worth taking some time making this decision as each option has its own set of rules and regulations including, registration fees and annual tax. In some countries the business entity known as a “close corporation” has been discontinued. The main advantages of forming a CC were cheaper start-up costs and a lower company tax bracket. It is possible to change your business entity (from say private to public) at a later stage but it’s a fairly complicated process, with plenty of paperwork. Best choose wisely then….
3.) Draw up a business plan. Not only will a business plan make it easier to obtain funding, the information gathered while compiling the report will help you establish any potential problem areas. Conversely, you may decide to enter a different industry altogether based on your findings.
A full business plan usually includes eight sections and will outline to investors what your idea is and how you plan to get there. Areas covered include competitor analysis, company description, market analysis, financial analysis and more.
More information on business plans can be found here.
4.) Don’t quit your day job first. Start your business while you’re still employed. It can sometimes be a while before a new business starts to turn any profits. You may have to burn the candle at both ends but the advantage is that you’ll still have money coming in if things move more slowly than you expect.
5.) Start small in the beginning. One of the best things about starting your own business is that you’re able to control how fast it grows. Taking risks is fine, just try and make sure that they’re controlled risks. Try any new ideas you get on a smaller scale first and if they show promise, expand on them.
6.) No matter how small your business is, always be professional. Business cards, phone numbers and email address are a must and will make your business look more credible. When you can, try to go the extra mile for clients and always respond as promptly as possible if an issue arises. Your clients will appreciate it and it will help with referring business.
When it comes to deciding on which industry to enter, many prospective entrepreneurs opt to start their own business in the same field. For example a legal consultant who has built up years of experience working for a cost consulting firm, may decide to leave and start his own company because he has the expertise to do so.
License: Creative Commons image source
This article was written by Stephanie Zecca who is an avid social envagalist and loves the outdoors. She writes on a range of topics but has preference for business and finance related matters. Follow her at @StephanieZecca
4 Top Internet Business Ventures to Keep an Eye On
By now, almost everyone knows about a little thing called the Internet. While it’s not necessarily healthy to surf the Web all day long (ahem, Facebook and Twitter addicts), the Internet can provide a little respite from that less than enjoyable task called work. New applications and websites are popping up every day; there’s literally something for everyone. Well, Internet junkies, make room on your Favorites bar as we take a look at 5 of the top Internet ventures to keep an eye on.
1. Pinterest
An online pinboard, Pinterest users may collect their interests and “pin” them to a designated area, virtually of course. Browse through categories like Apparel, DIY and Crafts, Gardening, Home Décor, Travel and Places, and Wedding- which isn’t even half of them. Once you see a picture you like, you may either “Like” it, “Pin” it, or “Comment” on it. Choosing the “Pin” it option will then pin that picture to whatever board you created for such a category. Clicking on the picture will take you to the website where you may purchase or read more about that item. Bottom line: Pinterest organizes your wants, needs, desires via a virtual pinboard and it makes shopping a heck of a lot easier. Check it out for yourself and be prepared to be amazed.
2. Pingram
Who ever thought to mash two of the biggest Internet crazes into one is a complete genius. Pingram, which is a combination of Pinterest and Instagram, allows users to browse through Instagram feeds, popular photos, and comments- all using Pinterest’s layout. Mind-blowing, right? The site may peeve off some Instagram users however, as people may pin other users’ Instagram photos directly to their own Pinterest site. There are some developments on how that can be prevented though, but they’re still in the works. If you can get past that, Pingram sounds like a pretty cool concept.
3. Life With Siri
Okay, so this website is targeted towards iPhone users, but others can view it as well and get a chuckle. For those of you who aren’t familiar with Miss Siri, she is the saucy iPhone personal assistant who assists with anything from directions to advice on love. LifeWithSiri.com is a site where people can view all of the hilarious and cute things Siri has to say as well as gain some helpful tips on how to improve your relationship with her- professionally speaking. The site is updated daily so you won’t miss a beat when it comes to keeping up with Apple’s gal pal.
4. Klout
Ever wonder how many people truly are interested in your social media life? Klout is a numeric representation of your social media influence, or reach, based off of your activity on Twitter, Facebook, Pinterest, Instagram, and any other social media sites you’re involved in. How many followers you have, how much interaction you have from them, and how much interaction, or klout, your followers have from other people is all taken into account. This site proves to be quite a valuable marketing tool as companies use it to gauge how many people are interested in their products. The higher the Klout scores, the more perks (or giveaways) for consumers. Companies like Schick and Neutrogena have been known to give followers such giveaways. You don’t need an online business degree to know that this site can totally benefit any company. It also would be interesting to see how many people are actually attentive to what you’re doing in your life- and hey, who doesn’t love free stuff?
Kristy Greene, a freelance writer from California, writes about anything related to the Internet and business. Recently, Kristy has covered online business degree programs and other online college certificate programs.
Why Apps are So Useful for Business
Business owners rely on every resource they can get to help manage and monitor the endless aspects of their work. From good employees to effective office supplies and efficient infrastructure, the success or failure of a business depends upon many factors, all of which need to work together harmoniously. This is why apps are such powerful instruments for business. They connect, streamline, and organize. Good apps make all the pieces of a business fit together better.
Office Documents
Probably the most straightforward way in which apps benefit business is by making office files easier to share, more accessible, and interactive like never before. Tablet and smartphone apps facilitate a level of physical interaction with digital files that was impossible just a few years ago. And now we can work from home with much greater ease and flexibility. No more forgetting important files at home or work. Apps put the office in our pocket––everything is now instantly accessible and easily shared.
Data Crunching
There are many excellent apps that facilitate record keeping, data logging, survey taking, and time tracking. Instead of wading through dense data lists and relying on clipboards while out of the office, apps now allow us to instantly record, organize, share, and visualize data.
Forecasts and Analytics
For evaluating everything from market trends to internal financial activity, there are countless brilliant apps available today for visualizing the information businesses depend on. Charts and graphs have never looked so good, nor have they ever been so accessible and transferable.
Creativity and Innovation
Apps have digitized the traditional sketchbooks and notepads we use to plan, create, and innovate. Now we have greater flexibility and adaptability in the way we mockup important ideas and experiment with business possibilities.
Bridging the Gap
Arguably the most significant improvement apps enable is the ability to link employees to the office even when they are out of it. We can hold online meetings, assign tasks, monitor activity, share files, and be more mobile in our work than ever before. Distance is no longer an obstacle.
As important as apps are, they are also inseparable from their platforms. Mobile technology is ultimately the real champion of these modern business solutions. It allows us to stay connected like never before with both the information and the personnel that make business possible. At the same time, tablets and smartphones are making us more efficient and environmentally sustainable by eliminating the clutter and waste of physical files.
About the author: Kirsten works for WhoIsHostingThis.com working to help small and large businesses get online by providing customers with a place to read hosting company ratings and reviews. This allows businesses to choose suitable hosting for their business they they can guarantee their business is in safe hands. Follow them on Twitter.
Top 5 Tips to Hire a Virtual Assistant
As a business owner, it is important to understand that you certainly cannot do everything by yourself. Your time is valuable and it requires planning carefully so that you can focus on things that are your priority. These are the essential events which need to be considered so that it generates revenue for your business. Outsourcing virtual assistant makes it easier for businesses to attain the necessary support without having to hire employees. Hiring such an assistant essentially means that you can always rely on someone to work for you, but only during the times you require.
Are your paperwork and other stuffs preventing you from developing your business?It can get tiring to set up your business with so much to do in the first place. It is the facility of hiring a virtual assistant that provides you with more time to concentrate on other aspects of your business. Here are the essential tips that you need to understand so you can find the right virtual assistant for your requirements:
Determine your needs
Prior to seeking for a virtual assistant, always consider your requirements. What are your needs and how much would you be willing to pay? For how much time can you afford the virtual assistant?Decide whether you want to seek services from a local, national or even international assistant. These are just some of the intricate and most important attributes to consider. Also, the zonal time differences and communication preferences are essential aspects that play a pivotal role when working with a virtual assistant.
Realize what to expect
It is important to understand that the skills and experience of a virtual assistant can differ. These are the major factors that vary significantly. Some of these assistant have expertise in finance, others can have experience in marketing. Certain others may be skilled in medical transcription as well. Understand the kind of work that you require and then search for such virtual assistants. This also saves your effort from having to look into several people before finding the most appropriate service provider or your needs.
Locate websites
There are several places on the web where you can find virtual assistants offering their services for various business needs. These people are already equipped with the adequate skills with expertise in the latest technologies that are ready to provide assistance. Check for the most appropriate website that offers such benefits. If you find that the website comprises of misspelled words or even the management is improper, you will be able to judge the kind of service that can be expected from people on the site. So, move on and find other platforms that excel in the kind of work you require.
Seek consultation
When you find a virtual assistant, you may as well want to set up a consultation sessionand acquire an insight into the skills of the person. Schedule a time suitable for both of you and then wait for the person to respond. This is quite essential and a mitigating factor to decide the rest of the attributes that you can expect.
Check to see whether the virtual assistant was responded in a timely manner. It is essential to understand that the medium is not the traditional mode of having employees working in an office literally. Almost all of the work is done virtually that requires more discipline.
Evaluate the virtual assistant
Similar to hiring a permanent employee, the process of selecting a virtual assistant should also involve the process of evaluation. When you locate a virtual assistant, hire the person for about two to three weeks. Discuss the task with the person and ask a strategy for the same. The person so hired needs to then send the task within the stipulated time period along with the work report so that you can understand the expertise of the assistant in the field. Make sure that the person understands the task before starting to work on it.
Pritam Nagrale is an internet marketer & blogegr who writes about make money topics like blogging, affiliate marketing, virtual assistant jobs. Visit this link to find more about virtual assistant services. You will get the complete idea on how to start earning as a virtual assistance.
Why Social Media Is Worth It For Most Doctors
Unless you’ve been living under a rock, you’ve probably been told many times over that you need to be on social networking and content sharing sites like Facebook, Twitter, LinkedIn, Youtube, Quora, and Pinterest. With nearly a billion users on Facebook, hundreds of millions on Twitter, and over 8 years worth of video being uploaded to Youtube every single day, there’s no question that the world is connecting through these channels.
But as a professional, is blogging, tweeting, uploading videos to youtube, answering questions on Quora, or posting pictures on Pinterest a good use of your time? Can social media be used to grow your brand and your practice, or is it just a way to socialize, procrastinate, and enjoy a few laughs?
While there are certainly those who view social media as a novelty or passing fad, the reality is that social media is no longer just about connecting with friends or uploading pictures of your recent trip to Italy. Social media is becoming a place where people go to get real information. It can allow you to build a relationship with existing patients, connect with other professionals, and build your brand. A strong social media presence can make you a go-to source of information, which can translate into new patients and more revenue.
While Not Immediately Measurable, Social Media Can Offer A Significant ROI
Some critics have criticized social media marketing for not having a return on investment. While the ROI of social media may not always be immediately measurable, physicians who dedicate themselves to providing interesting, useful, and timely information through social media will almost certainly see a tangible benefit down the line.
While it’s certainly possible for doctors to make tweets or blog posts that have no immediate impact on their bottom line, it’s been proven over and over again that offering interesting, valuable, and helpful insight through social media and building an audience will result in new patients. While this ROI may not be measurable over a day, a week, or even months, it can certainly result in significant growth and revenue over time.
While some short-sighted pundits may ask “why should I get involved in social media if I can’t measure the ROI?” – to quote Gary Vaynerchuck – “what’s the ROI of your mother”? Gary Vaynerchuck is one of the leading experts on social media and deservedly so – he grew his family’s $3 million dollar discount liquor business into a $60 million dollar juggernaut largely through social media involvement.
The point Gary Vaynerchuck makes through this famous quote is that – just as a mother’s love and attention may not have an immediate impact on a child’s success over a day, a week, or even months, sending out a few tweets or throwing up a Facebook page won’t have an immediate benefit to your bottom line. Yet, there’s no question that unconditional attention, dedication, and care will have a massive impact down the road. Even if the ROI of social media can’t be measured directly, plenty of doctors have experienced significant growth in their practices by slowly but consistently building their audience through consistent involvement in social media.
Even if the effects of Social Media outreach may not always offer a direct, measurable ROI, the long term results of engaging people with thoughtful, helpful dialogue is immeasurable towards the long term growth of your practice and your reputation in the community.
ROI Is Not The Only Benefit Of Social Media For Physicians
While social media marketing can be a great way to grow a practice, for physicians, being involved in social media goes beyond ROI and marketing. It’s a way to get news quicker than any news outlet, it’s a way to get new perspectives and opinions, it’s a place to open up new dialogue, and it’s a place to share your own knowledge.
For physicians especially, social media goes beyond marketing and attracting new patients. What is the value of being accessible to your patients? What’s the value in connecting with colleagues, experts, and sharing your knowledge with the community?
If the reasons above aren’t sufficient to convince you that it’s worth your time as a doctor to get involved in at least one social media channel, here is a quick summary of some of the ways social media can benefit physicians:
- More visibility on search engines
- Visibility through social networks
- Communicate with and build up relationships with existing patients and potential patients
- Doctors can address common questions online and save actual clinic time for more specific concerns.
- Build an audience and authority which you can leverage to grow your practice and personal brand
- Keep up to date in your field by following leading experts and exchanging knowledge through social channels
Social Media Is Not A Fad
As with any new technology, there will always be those who dismiss social media as a passing fad or a bubble. Critics made the same assertions about the internet, e-mail, e-commerce, and blogging. While you certainly don’t have to be active on every new social media or content sharing website that comes around, at the end of the day, social media is here to stay. Ignore it at your own peril.
By author Richard Orban. Richard is mostly interested in writing about medical related topics, home improvement and various topics relating to these niches involving business. In this article he’s writing on behalf of Lenses Online, the number one source for lenses online in New Zealand. Follow his occasional rants on twitter @richardorban.
5 Ways Windows 8 Will Benefit Businesses
The brand new Windows 8 is finally here after being released back in October 2012, and it will soon be the default operating system on all new laptops and PCs, as well as on Microsoft tablets such as the upcoming Surface tablet.
The changes to this new Windows OS and the differences compared to the most recent Windows operating systems have already been commented upon. However, it is the benefits that Windows 8 will bring to business users that has become one of the software’s biggest talking points.
So, what will Windows 8 bring to businesses? The following are 5 of the biggest advantages for companies of all sizes:
1.Better, faster booting.
New PCs installed with Windows 8 will be using Unified Extensible Firmware Interface (UEFI), a brand new boot solution. UEFI, used instead of BIOS, promises to improve booting up and make it far faster, as well as requiring fewer restarts. This can save time for the IT department and significantly increase office productivity.
2.Support for tablets and desktops.
As well as having a classic desktop interface, Winsows 8 will also have an interface that has been optimised for touch screen tablets. Users can choose their preferred interface depending on their needs.
3.Windows To Go.
The new Windows to Go feature in Windows 8 allows you to install the software on a portable drive, so that you can take it away with you and boot it up on another PC. As well as being convenient and versatile, this new Windows to Go feature can also act as a good backup for corrupt or infected PCs.
4.Compatibility with existing hardware.
Windows 8 will apparently run on existing hardware, so that businesses don’t have to shell out to replace all their Windows 7-era hardware to use the new software. Microsoft has even suggested that the software may even run on some pre-Windows 7 machines.
5.New Windows 8 app store.
Microsoft is reportedly planning to make an app store available for Windows 8 when it is launched on general release, so that downloading and installing new applications is easier, especially for smaller businesses.
Whenever a new operating system is released by Windows, there is always a sense of excitement on what updates and new features have been introduced so many businesses will be taking an interest in this new operating system and if you’re not, you should be!
Christine Elderidge works for Cartridge Monkey Ltd, the UK’s leading supplier of cheap ink cartridges. Follow them on twitter @CartridgeMonkey
2012 Trends In Modern Illustrative Web Design
Illustrations breathe life into an otherwise standard web page that simply comprises interactive elements and textual content. Be it stock illustrations, freehand doodles or sketches, or even picturesque images – illustrations serve to break the monotony of content, highlighting some of the most important aspects by means of visuals. Web design today widely uses graphic and stock illustrations, given the time and monetary constraints associated with keeping the page contents of the website updated at regular intervals. However, there are quite a few aesthetic enthusiasts that go the extra mile to create or commission illustrations and hand-drawn sketches to adorn their websites. Here are a few illustration techniques that serve to enhance the visual appeal of websites.
Character Illustrations
Character illustrations serve to add a fun or humour perspective to the message that is being conveyed. A serious message is rendered in a lighter vein, while still emphasising the importance of the content. Mascots that are representative of specific brands, products or business offerings often add a personal touch to the message, irrespective of their usage. In addition to being prominently displayed on the homepage of the website, mascots essentially form a part of the advertisement banners instantly connecting the viewers to the corresponding brand. Along with this, the mascots will have to be unique, custom illustrations, pretty much on the same lines as a brand logo.
Thematic Illustrations
Thematic illustrations impact the entire presentation aspect of the web page – the layout, page elements, content all go hand in hand to focus on a given theme. Often presented in the form of a backdrop to a web page, these illustrations actually highlight the purpose of the website by means of their visual appeal and look. They either standalone or blend with other web page elements to communicate the intended message to the visitor.
Pattern Illustrations
Contrary to thematic illustrations, random ones simply add to the aesthetic appeal of the website, comprising almost any design that gels well with the purpose of the site and its contents. Geometric or floral designs, textured background, a transparent collage of colours, any interesting figment that adds value to the site qualify as random illustrations.
Infographics
Infographics effectively combines images with the corresponding information presented alongside, making it easier for the reader to correlate the messages with the pictures to understand the full picture. Info Graphics today are increasingly adopted to convey elaborate messages in a simple but effective format. It is certainly a great alternative to reading blocks of running text. Extending the same concept, an apt mix of illustrations and information on the home page of a website is a neat way to communicate with the user.
Irrespective of the technique adopted, it is important to delineate illustrations from interactive elements on screen such as links, command buttons and other elements that prompt user action, in order to present a clear picture. The visual medium has a greater reach when compared to other communication media. Illustrations not only enhance the aesthetic appeal of a web page but it also serves to make a lasting impression on the visitors.
This post was written by Simon Heard on behalf of SinageDesign.co.uk who offer professional graphic design in Brighton. Follow them on Twitter @sinagedesign
Is Your Website Deliciously Sticky?
What is the point of having a website?
It’s to let people know all about your business, your products, your services; it’s to give them the information they need to contact you; and it’s to give them the information they need to choose you over your competitors. It’s also supposed to convince people to browse your site and keep them coming back for more. Essentially, you want people to stick to you like glue and that is why you need a ‘sticky site’.
A sticky site is one that gives visitors want they want immediately and entices them to click internal links so that they can find out more. It also makes them want to share the stickiness with their friends, like delicious fudge.
What makes a site sticky?
There are two main factors that contribute to the stickiness of your site.
1) Website design
2) Content
Web design
A lot of businesses, especially small businesses, skimp on site design. One reason is that they think it’s too expensive. But the cost of losing customers through a slap-dash site far outweighs the cost of a decent looking website.
Some businesses mistake flashy for professional. They try to jam-pack their sites with too many features, to many colours and too much information from the get-go. One of the key factors of sticky site design is simplicity. Simple doesn’t have to be bland or stark; it can still be striking and bold.
In addition to being overwhelming, flashy sites can take a long time to load. Sites with a long loading time are likely to die far quicker death.
Think of your site as a map; it should direct people to where they want to go via the most direct route. In web jargon, you want a site that is intuitively navigable and usable.
Content
Content doesn’t consist only of words. Images, polls, competitions, videos – they’re all content. Search engines like words and well-tagged images and videos, so you need to choose your words (keywords) carefully. But searchers like to be engaged, which basically means that you still need to choose your words carefully.
Your content is what sets you apart from your competitors, it’s what attracts and keeps attention. It needs to be especially sticky. Once again, you don’t want to overwhelm your visitors with information. Once again you want to keep it simple. Bear in mind that you want to be clear and succinct and not curt and laconic.
Every page should have a goal and the content must support that goal. Steven Bradley says that you should follow the inverted pyramid style of writing. That’s all the most important information right at the top and the lesser details trailing down.
Search and social
Jordan Kasteler (Search Engine Land) says that you need to consider the different needs of search and social users.
Search users are likely to be looking for something specific – they want certain information and they want it now so they can convert. Social users are likely to be browsers – they’re curious; the kind of people who tell salespeople that they’re ‘just looking’ in a store.
Balancing these needs needn’t be too tricky because there is a fair bit of overlap. They both want information in as simple a format as possible, but search visitors are more likely to want your services/products and purchases pages, while social users are more likely to want your blog and about us pages – but they also want to see your services and products.
Basically, if your website and your content are designed with users in mind, you have a good chance of achieving stickiness.
Sources:
http://searchengineland.com/making-your-site-sticky-for-both-search-and-social-users-134233
http://www.vanseodesign.com/web-design/inverted-pyramid-design/
This guest post was written by Sandy Cosser on behalf of Elemental, a specialist web development company that balances your needs with those of your online visitors. Follow Sandy on twitter @SandyCosser