e-commerce brand consistency

How to Maintain Brand Consistency Across Social Media

 

If you take a close look at all the big companies that have made the leap to social media marketing, you will notice the “consistency” in their ads or posts relative to the company’s theme or image.  This is what is called brand consistency.

The idea is to create an image or persona that remains the same regardless of the social media platform being used. Do you have to be a big company to adapt to this strategy? The answer is a big no.

Small businesses will see benefits from this same strategy just as the big companies do. Creating a consistent image separates you from other small businesses seeking recognition from the same clientele as yours.

By doing so, you create a memorable image that sticks in the minds of potential buyers who will remember you when they shop for products related to your industry. Creating a unique image can inspire followers who are loyal to a product or brand that they feel they can relate to.

So how do you achieve brand consistency for your e-commerce business? Well, there are a few things you can maintain to make sure you are brand-consistent on all social media platforms.

Consistency in social media profiles

First, the look of your profiles should be consistent. Certain companies have distinct profiles that make them unique and easily identifiable. Maintain this uniqueness in your profiles so that you are easily recognised regardless of social media platform. Just using your company logo as your profile picture is one example of achieving this.

Have a consistent “feel” to your posts

Have your presence felt by potential buyers when they read or see your posts so that at once, they know it’s you. Set a tone of discussion that potential buyers can see, hear, and recognize as you.  Users from different social media platforms react to different styles of discussion. Maintain a constant tone to these discussions and you are sure to have a consistent stream of followers.

Keep the terminology familiar

One thing that really enhances the possibility of brand recall is terminology. If your e-commerce company has a unique set of terminology that helps customers to identify it right away, don’t be afraid to use it. For example, McDonald’s is fond of using “Mc” to name their products like McChicken, McBurger, etc.  One look and you know it’s McDonald’s.

Social media platforms offer immense opportunities for e-commerce branding. Although the campaign on social media isn’t easy, it will still be fun and you’ll be able to reach and capture wider network and increase brand awareness.
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web design London effective landing page

7 Tips to Make Your Landing Page Effective

 

Does your landing page successfully convert visitors into loyal customers or leads? If not, then you might want to re-evaluate its effectivity. But if your landing pages are converting quite well, then implementing a few tips could help you squeeze more benefits.

If you are unfamiliar with the term or recently heard it from the online community, it is any webpage appearing whenever a visitor clicks on an online ad. The landing page is usually designed to guide site visitors toward an intended conversion goal through an online offer.

It is basically the cornerstone of any successful online marketing strategy. It should be persuasive to grab the visitor’s attention, compelling them to convert. Regardless if you have a stellar web design and mouth-watering offer or if your PPC ads are more than optimised to perfection, without an effective landing page, then expect that your business is bound to suffer.

Here are 7 tips to help you make a winning landing page.

Align your offers with your target consumers

Alignment is the most important element in conversion rate optimisation. Your prospective audience searches for products that they need, so your offers or products must match those as closely as possible.

If your products or offers don’t match what they need or that it doesn’t solve their problems, then your target audience will not likely convert and will move on to another site.

Tailor your landing page to your target audience

Now that you have aligned your offers or products to that of your target consumers, it’s time to customise your landing page for varying audiences. Visitors clicking your ads from social media sites such as Facebook or Twitter are different from those arriving from a PPC ad or from those clinking links in your brand’s newsletter.

web design london responsive design

Utilise a responsive design

A growing number of consumers are no longer using their PCs to view e-commerce sites online. The trend is going mobile, accessing via a smartphone or a tablet. You need to appeal to your target audience by utilising a responsive web design for your brand.

If they can’t view your landing page using their tablet or phone, chances are they won’t convert or immediately abandon your site. Invest in a good responsive design that looks appealing on just about any device so it won’t cost you sales and leads.

Avoid a lengthy registration

Only ask for your visitor’s email address, if that’s the only information you need, at the moment. The longer the registration process, the lower the number of conversions. So keep your conversions high by only asking information that you really need. If they will become repeat customers, then you can ask for more useful information.

Persuasive CTA

An effective landing page always has a powerful call to action (CTA), which is considered as the second biggest opportunity for you to improve your conversion rates.

Just keep it short, around 5 to 7 words. Use verbs indicating value, such as “Create my account” or “Get my free ___” instead of using “Submit” or other verbs that tell what the visitor has to do.

Visible trust signals

Visitors need to trust your page before they finalise their purchase. One powerful tool you need to use is trust signals or badges or other social proof elements.

These range from third-party certifications, security badges, consumer testimonials and reviews, customer success stories, client logos, number of subscribers and many more. These serve as endorsements of your brand’s quality, skill and trustworthiness.

web design london trust badges

 

Match landing page headline with ad copy

Avoid confusing your visitors with a different headline for your landing page. They might think it was either click bait or a false ad. The landing page’s headline and ad copy must be exactly the same or almost similar. Not only will this create a smooth transition for your visitor, but also this lowers bounce rates and improves your site’s AdWords Quality Score.

Final thoughts

Don’t forget to test! To come up with an effective landing page, conduct a thorough test and track your results to check whether your landing page is effective and if not find out what you can do to improve it.

Remember that your landing page needs to be flawless if you want to maintain and grow your leads and sales. So all elements from the headline to the web design must work together toward a common goal.
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Content marketing

How Important Content Marketing Is to Your Business

 

As you struggle to effectively deliver your message to your target consumers and compete with other modern-day businesses, surely you’ve stumbled upon something called “content marketing”. This is today’s buzzword and has become the core of building brand awareness and your business’ online presence.

In fact, its importance has not gone unnoticed, and its focus has gone from mainly content production to content promotion, the combination of which determines the success of content efforts.

So what is content marketing? Does it mean anything? Could it help your business achieve its goals? Why is it important? Does your business need it?

This article will first provide its definition and then show you why it should be part of your business’s strategy.

Content marketing defined

In a nutshell, it is a strategic marketing approach that is focused on the creation and distribution of relevant, valuable and consistent content in order to draw attention and retain a business’ clearly defined target audience, ultimately enhancing brand awareness, encouraging brand loyalty and increasing profitability.

Basically, it is a long-term business strategy that is based on building strong relationships with the target audience. Globally, major brands use this to humanise their name and tell the story of their name through providing high-quality and relevant content on a regular basis.

Why it matters

The importance of content marketing is what every brand or business must understand and include in their marketing strategy. So why is it important?

When a customer purchases a product or avails of a service, they generally opt for a more credible brand rather than for a name they haven’t heard before. This means trust is one of the major players that influence a consumer’s purchasing decision.

This is where content marketing plays a significant role in brand recognition and conveying the brand’s message and personality.

To search engines

Where else would consumers turn to when they need answers to their queries? Well, of course, in search engines. This is the perfect opportunity to win them by being present in Google.

You also know that Google’s algorithm is constantly updated. This means low-quality content is punished, while higher-quality content gets rewarded. So what exactly is quality?

One is updated content or fresh content. To maintain a good image in Google’s eyes, make sure to regularly publish fresh content and update existing ones. This will keep you on top of search engine results and easily be spotted by target consumers who could potentially be coming back for more purchases.

To consumers

Today’s consumers seek for more good information before making a purchase. They often conduct online research, compare prices and even compare the quality of products from one manufacturer to the next.

Thus, you need to provide good quality content to help them make smart purchase decisions. Gone are the days when consumers are easily sold to traditional ads or old-school sales devices. According to a survey, 70% of consumers note that content makes them feel closer to the brand, while 60% says it helps them make good purchase decisions.

content marketing and its importance to consumers and search engines

Benefits

Digital marketers have realised the importance of content marketing and the benefits that come with it. Among its benefits are:

  1. Building brand credibility and recognition
  2. Enhancing consumer loyalty
  3. Incorporating brand trust and authority
  4. Increasing brand visibility and awareness
  5. Generating traffic to website
  6. Generating new communication channels for potential consumers
  7. Helping consumers with purchase decisions
  8. Developing long-term relationships with consumers
  9. Improving lead generation and conversion

 

content marketing

Final thoughts

From brand awareness to lead generation, content is definitely king when it comes to online marketing strategies with your target audience. So if you want to stay ahead of the competition and continually grow your consumer base, then include content marketing in your plans for the upcoming year.
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