Web Design & Internet Marketing News


Stay abreast of the constantly-changing state of web design and Internet marketing solutions and stats. We worry about this stuff so you don't have to. Our solutions are constantly evolving to take advantage of the latest developments.

Happy Thanksgiving from Denver Website Designs!


November 23, 2017

 The team at Denver Website Designs would like to wish everyone a very Happy Thanksgiving!
 
As we approach the Thanksgiving Day festivities we would like to make note that our office will be closed Thursday 11/23 and Friday 11/24. If you are a current client, or interested in one of our many amazing services, please reach out when we resume regular business hours next Monday 11/27.
 
We hope that everyone enjoys their time with friends and family and we wish you only the very best Turkey/Ham/Vegan dinner!

Social vs. Search Advertising: Which Digital Marketing Strategy is Right For Your Company?


November 10,

There are many different digital marketing tactics, as far as advertising goes, you have two primary options: social or search advertising.

Social advertisements are placed on social media websites such as Facebook, Twitter, Instagram, and Linkedin, while search advertisements, also known as pay-per-click (PPC) ads, show up on the first or subsequent pages of search results.

Which one of these strategies is right for your business?

Here’s what you need to consider before you decide:

Visuals

Social media networks allow you to use an image alongside the ad copy, while search advertisements solely use text (except for display ads). Before you decide which type of advertisement to run, think about the nature of the product or service you’re trying to sell and ask yourself these questions: 
  1. Do people need something visual in order to understand what you’re selling?
  2. Will you be able to explain your value proposition with just text?
If you need an image to get your point across, stick with social advertisements to start.

Learn more about Facebook Advertising Tips.

Intent to Buy

Both search and social advertising allows brands to control who sees their advertisements. But...the manner in which you can target consumers is slightly different. See below: 

On social media, brands can target people based on their age, location, gender, tastes, and much more. You can narrow down your audience as much as you’d like, but you won’t be able to target based on someone’s intent.

Fortunately, search advertising gives you the power to do this.  

For example, let’s say you want to advertise your personal training services to people in Denver. On social media, you would be able to target people in Denver who enjoy going to the gym and working out. But, this means anyone who exercises would see your ad, not necessarily people who want a personal trainer. Using search ads, you could target keywords such as “personal trainer Denver” or “Denver personal training”. People who search for these keywords are clearly interested in working with a personal trainer, so they are more likely to convert to customers.

If you only want to target people who are further down the sales funnel, search advertising may be right for you.

Local Customers

Do you have a small business that needs to build awareness in the local community?...If you answered yes, search advertising may be the answer.

Consumers that are looking for a local restaurant, dry cleaner, or any other type of business tend to turn to search engines instead of social media networks. If you rely solely on social media advertising, you may not be able to reach these valuable customers who are trying to find a business like yours.

Interactive Ads

Brands love social ads because it gives them the opportunity to engage with their customers.

If an ad shows up in a consumer’s Facebook feed, for example, the consumer can like it, share it, or even comment on it.

The brand will then have the opportunity to respond to the comment in order to answer questions or provide more information. As long as you have the resources to monitor the ads and respond to customer comments and questions, this is a great opportunity to connect with customers and push them further and further down the sales funnel.

Brands don’t have the ability to engage with consumers in this way through search advertising. If you have a product or service that is brand new or complex, it may help to use social advertising so you have the opportunity to provide more information to consumers when it is requested.

Long-Term Value

Consumers that are exposed to an ad on a search results page have the option of either ignoring the ad or clicking on it to visit the brand’s page.

Consumers who are exposed to an ad on social media have these options as well, but they can also choose to share the ad with their friends or followers.

If a consumer chooses to share it, the ad will be amplified across the consumer’s network and exposed to a larger audience, where it may be shared time and time again.

Amplification is the process by which an ad reaches a much larger audience than you originally intended. Because social media ads have the potential to be amplified, they have a higher long-term value than search ads.

A social media ad can continue to live on and reach new consumers through shares long after the campaign is over, but this is not possible with a search ad.

Learn more about content amplification.

Calculating ROI

Marketers rely on return on investment (ROI) calculations to determine if a marketing tactic was successful.

It is fairly simple to calculate ROI for search advertising because of the amount of information search engines give you on click-through rates (CTR) and customer conversions.

Although this information is also available for social media ads, calculating ROI for this type of advertisement is much more difficult.

Social media ads do not generate nearly as many conversions as search advertising.

However, this does not mean the ad was not successful, but rather that it served another purpose such as raising brand awareness or providing customer engagement.

This often leaves marketers scratching their heads as they try to figure out how to quantify the value of brand awareness in order calculate ROI.

If your management team relies heavily on seeing numbers, explaining how successful your social media ad was may be quite difficult.

Both social and search advertising have their pros and cons. If you feel that your business could greatly benefit from using both, don’t be afraid to incorporate both tactics into your marketing strategy.

Be sure that your ads are cohesive, meaning they don’t send mixed messages to consumers. After you run your first social and search campaign, take a look at your results to determine if you should continue using both tactics or if one was more successful than the other.

Ready to find a strategy that’s right for your business? The team at Denver Website Designs can assist you with everything from topic generation to crafting content. We assist businesses of all kinds and will approach the website and strategy holistically to boost your business. Learn more about our process and how we can help your business grow!
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Denver Website Designs Ranked as Top Web Designer in Denver

DWD Delivers on Clutch

September 8, 2017

Denver Website Designs has created over 400 unique websites and helped enable online success for our clients. Together the DWD team has decades of combined knowledge of SaaS, web design & development, digital marketing, SEO and customer support. Our experience with clients, both large and small and across a wide variety of industries, enables us to understand what businesses need and how to put together a digital marketing strategy tailored for individual success.
 
As recognition of our record of success on behalf of our clients, we were delighted to be ranked as a top Denver Web Designer by the independent ratings and review platform, Clutch. Clutch has ranked and reviewed over 10,000 different companies! Clutch maps digital service solution providers in a ‘Leaders’ Matrix’ which rates companies based on their ability to deliver scores. Scores are assessed from three primary factors: market presence, experience, and Clutch analyst-led reviews. Reviews are the heaviest factor used in determining the ratings score and in order to provide a metric for this Clutch analysts interviewed some our clients and asked them specific questions about their experience to help understand and rate our technical expertise, our customer satisfaction, and overall results. We did not direct Clutch to any specific clients for interview. After this independent review process we are thrilled to have been awarded a perfect review featured on our profile! As part of this recognitiion and honor Denver Website Designs was also featured in a press release highlighting our superior performance in web design and web development.

In addition to quality design and development work, DWD also offers a wide variety of sigital marketing and SEO services to help your business succeed online. Look out as we continue to establish our name as a leading web design and internet solution provider.  
 
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How to Measure the Success of Your Content Marketing Strategy


August 31, 2017

Over the last few years, businesses have been infiltrated with blogs, articles and podcasts about the importance of content marketing as part of a comprehensive digital marketing strategy. Content is King – we get it - but now that you’ve been engaging in content marketing for some time, how do you know if it’s had a benefit to your business? Or how much benefit it’s made relative to the time and resources spent to create and distribute the content? It’s time to learn how you can measure the success of your content marketing strategy so you can adjust and improve as needed! As with any marketing effort, ROI can be difficult to measure, but we’ve compiled a list of things to keep an eye on to help see how your business’s content marketing strategy is performing:

Website Metrics
The first thing to review when determining how well your Denver content marketing strategy is doing is your business’s website. You can look in your Google Analytics account for metrics including page views, bounce rate, audience engagement, mobile traffic behavior, traffic sources and more. When sorting through this data, it is important to set the data date range to include time from before you started your content marketing efforts. This will help you to see shifts or trends that may differ from before and after implementation. 

A few of the most common metrics to help measure effective content are overall page views, audience engagement and bounce rate.

Page Views:
Did one of your blog posts or pieces of content receive more views than another? That means people are particularly interested in that type of content or subject matter and you would do well to focus on that again in another article.

Audience Engagement:
Similar to page views, you also want to take a look at how long users are staying on your website – the longer the better!

Bounce Rate:
Another crucial metric is the bounce rate, which tells you what percentage of visitors are leaving your website after looking at just one page. This will inform you whether or not the content your customers are reading is intriguing enough to get them to click through to other pages on your website. Bounce rates can be improved with better calls to action or with content that is more relevant to the searchers query.

With all of these metrics, it is important to keep in mind your website’s experience on mobile devices. Things like page views, audience engagement and bounce rate can be effected by a page not looking good on mobile or content that is too lengthy and feels cumbersome on a mobile device. If you know a lot of your site traffic is coming in via mobile devices rather than desktop devices (something you can find out in your Google Analytics account) make sure that your content marketing efforts are mobile-first! Easy ways to do this are to include more images and infographics and to produce smaller pieces of content to make the mobile user experience more enjoyable and easy to navigate.

Social Media Metrics
One of the greatest places to post your content and drive traffic back to your website is on social media platforms. Take time at the end of each month to review how your content marketing strategy has played out on social media. See how many people were reached when you posted links to your content, the engagement on each post and most importantly, the click through rate. Because the success of content marketing depends heavily on its shareability, be sure to pay extra attention to how many shares you have on Facebook, retweets on Twitter, re-pins on Pinterest and reposts on Instagram. This metric will give you an idea of how engaging and relevant your content is, since social media users will not share something unless they feel passionate about introducing it to their friends.

Be sure to pull the metrics from each of the different social media platforms that you use. Compare your content’s performance on every platform to determine whether you should focus your time on one or two that are performing well over the others, which don’t seem to be reaching your target audience.

Comments

Some forms of data cannot be measured with numbers and percentages, but that doesn’t mean they’re not important. When analyzing the success of your content marketing strategy, always look at the qualitative data that can be found in comments on your blogs and social media pages. What are your customers saying about the content that you post? Are they tagging other people in the comments as a way of sharing what you’re writing? If customers are asking questions, this is a sign that they’re highly engaged with your work, so keep it up. But, if there’s not much in terms of conversation in the comments section, you may need to rethink your strategy to make it more appealing to your audience.

E-Newsletter Subscribers & Email Metrics
One goal of any good content marketing strategy is to increase e-newsletter subscribers, so another important metric to look at is your number of subscribers. People who take the time to sign up for your e-newsletter are probably either customers or close to converting on your website, so it’s essential that you grow this list and keep in touch with everyone on it. If your subscriber growth has died down or even decreased, this is a sign that customers are bored—or even annoyed—with the content that you’re writing and blasting out to them. 

After you’ve analyzed your subscribers, dive deeper into your email marketing metrics for a better understanding of how successful your marketing strategy is. It doesn’t matter how many people have subscribed to your newsletters if no one is opening the email or clicking through to read the rest of your content. Be sure to keep an eye on email opens, click-through rates and conversions, which will give you a better idea of how well your content is working and if it is engaging.

Inbound Links
Every content marketing strategy should attempt to increase the number of backlinks, also called inbound links. An inbound link is a hyperlink posted on a third-party website that links back to the content on one of your website’s pages. Search engines view websites with a lot of inbound links as relevant and meaningful, so they factor this into the ranking algorithm and use it to determine who will show up first on the search result page. When you have a strong content marketing strategy, chances are other brands will find your content and link to it as a reference when they put together their own content.

There are dozens of tools out there to help marketers track the number of backlinks that show up on the web. A great choice is Moz, which allows you to copy and paste a URL into a search bar to pull up a list of pages that have linked back to it. Learn more by reading these inbound link FAQs.

Leads
In business it’s all about the bottom line, so measuring the number of leads you are generating with your content marketing strategy is imperative. Do you make visitors to your website fill out a contact form before gaining access to your content? Or perhaps you give visitors a sneak peek at your content, but make them sign up to get access to the exclusive pieces. Regardless of your strategy, make sure you are tracking the number of leads that are coming in solely because of your content. 

Looking for a team of experts to help you craft the perfect content marketing approach? The team at Denver Website Designs can assist you with everything from crafting content to SEO strategies. We assist businesses of all kinds and will approach the website holistically to maximize traffic and boost your business. Learn more about our process and how we can help your business grow!
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