9 things your website needs to succeed

When it comes to your website, less is more. However, many business owners often cannot resist the temptation to throw every little scrap of information about their company on their webpage, as if success was measured in syllables and word count.

Not only is it a bad idea to bog down your website with too much information, you may find yourself dead in the water without these 9 crucial elements.



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Web development lingo 101: terms every marketer should know

Just about every business has a website these days—it’s become almost as essential as business cards. And chances are your company will be looking to develop a website or redesign your existing one in the near future.

Though you’ll probably commission out the work to a web design and development firm, you, like every marketer, will need to know certain basic terms so you can speak intelligently and get the end product you’re looking for.

To help you, here are some “must know” terms we’ve defined in easy-to-understand language. (Some of these may be new to you. Some you probably already know.)  But all are essential when you’re talking web design.



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3 reasons to avoid corporate speak in marketing

Corporate speak is the plague of business communications. Even the most skilled writers sometimes catch themselves peppering their prose with buzzwords like “robust,” “leverage” and “empower.” (Then they cry bitter tears into their keyboards. Ask us how we know.)

While it’s mildly annoying in a press release or a PowerPoint presentation, corporate speak can cause real problems when it creeps into a company’s marketing and advertising. Here are three good reasons to keep it out.



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Make events part of your sales strategy

Sure, digital content can be an effective way to get your company’s sales message across. But it only goes so far in solidifying customer relationships. For that, you need to support it with brand experiences—the opportunity for your customers to personally engage with your company.

Brand experience is a hot topic in marketing today. Consumers are looking for more than just a product or service to purchase. They’re looking for meaningful experiences that validate and make them feel good about their brand preferences. Even more than that, they want to feel part of a community of brand loyalists.



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The Rise of Emoji Marketing

Millennials…have you heard that term being thrown around daily?

How do we communicate with millennials? They don’t talk like us, they use pictures (emojis) and shortened, 140 character communications to converse.

Their communications look something like this:

 

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I even overheard a conversation the other day where someone mentioned that the “period” as punctuation, is dead.



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What Is Content Marketing? (And Why Should You Care?)

 

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Essentially, content marketing is about providing relevant content to your potential customers and leading them through the sales process.

You can use content marketing to develop strategic resources that your customers will find valuable and then show where to find them. It’s also about what happens once they download or access those resources.

Typically, a standard marketing message is very simple and direct: “Watch this video and then buy our product” for example. Or perhaps, “Read this ad and call us today.”

Content marketing takes that simple formula and expands it outward into a larger network of interconnected pieces that are all designed to engage the customer on multiple levels and for a longer time time.



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Little Moments: A Day in the Life of a Microcopy Writer

For microcopy writers, every day is filled with editorial adventures and creative satisfaction. They never know what digital writing assignments may cross their desks.

Svetlana, an internationally known microcopy copywriter, starts her morning with a mini tablet and espresso in hand. Her first assignment is to tackle call-to-action button copy. Writing short but influential content is no easy task. She must get users to click those buttons so the sales cycle can continue.

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If Digital Marketing Had a Superpower, What Would It Be?

What’s small but mighty? No, it’s not Ant-Man, Mighty Mouse or a dwarf from The Hobbit. I’m talking about something so powerful that it can make or break a website, email or app.

It’s microcopy—the small pieces of text on your website that guide a visitor’s experience. It’s more than just mouse type. This copy encourages customers to take action.

We’ve all read it but maybe didn’t realize the power that it had over us. It’s the copy that asks us to sign up for contests, rewards programs and travel deals. But it’s also the tiny copy that helps us unsubscribe from email lists, create passwords and brand 404 error pages.

I like to call it the secret weapon for digital marketers. If you use it right, customers can be putty in your hands.



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A Four-Step Rebranding Process for Channel Partners

The fast-moving IT market could leave your channel partner brand out of date. Here are four tips to update your image.

In a market where nothing stays the same, it might be time to consider the rebranding process.

If you are like most IT solutions providers, your business looks a lot different than it did just five years ago. You may be offering new services or delivering them differently as managed or cloud offerings. You may be targeting a different set of customers or specializing in a new vertical market. You may have acquired another company or your overall value proposition may have changed.

But what about your brand identity? Has your brand changed to reflect your business as it is today?

 

 



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What Sets You Apart?

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In marketing we always look for something unique that sets the client apart from the crowd. Once we know what that is, we can craft a UVP, or a Unique Value Proposition, which is simply a statement about what makes your business different from the guy down the street.

The purpose is to communicate your distinctive strengths and give your customers a reason to choose your company over competitors with similar offerings.

Essentially, your UVP should answer the question, “Why would customers choose us instead of our competition?”



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