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Denver Digital Marketing Strategy: What is Drip Marketing?

March 9, 2018

Businesses of all sizes need to incorporate various marketing tactics into their Denver digital marketing strategy to see the best results. One marketing tactic that every business should consider including is drip marketing. This tactic may not be as well known as pay-per-click ads or social media advertising, but it can be just as, if not more, effective. Here’s everything that you need to know about drip marketing campaigns:

What is Drip Marketing?

A drip marketing campaign involves sending out a series of pre-written messages, usually through automated email, to leads that are at various points in the sales cycle. It is called a drip campaign because information “drips” slowly to the lead via multiple emails. The type of email that the lead receives will depend on either what action the lead has taken or the amount of time that has passed since the last email.
For example, let’s say the first email in a drip campaign is sent out to all of a business’s leads with a link to a white paper that provides a general overview of the business’s products. Anyone who opens this email may trigger the next email in the drip campaign, which advertises the business’s downloadable e-book. Anyone who does not open the first email within five days will receive a follow-up email inviting them to watch a video instead of reading a white paper. This pattern of sending emails based on prior actions or time intervals can go on for as long as the business would like.

Benefits of Drip Campaigns

There are a number of reasons why drip campaigns are so popular among marketers. First, a drip campaign allows a business to nurture leads without using their sales staff. As long as the campaign is set up correctly, the leads will automatically be gently nudged through the sales funnel until they are ready to make a purchase, which is when the sales team can step in. Since they don’t need to get involved until the later stages of the sales funnel, using a drip campaign will not waste a business’s valuable resources. What is drip marketing and is it effective?
A drip campaign also saves marketing resources because everything is automated. Marketers will not have to remember when to send the emails out and who to send them to—everything will be set-up in the system in advance. Marketers can create all of the emails that will be used in the campaign at once, enter them into the system, and set their triggers. Then, their job is done and they can move onto the next marketing initiative.
A drip campaign also provides a lead with timely information. Every email that is sent to a lead is triggered by the lead’s action or inaction. Therefore, each email can be tailored to fit the needs of leads that are at various points in the sales cycle. For example, a lead who has not opened any of the emails will need to see something in the headline that convinces him to take action. A lead that has opened an email and downloaded an e-book about your products may now be interested in seeing a demo of the products. Therefore, the message to these leads can be tailored to offer them a free product demo. By providing this information right when the leads need it, businesses can continue to nurture their leads until they convert to customers.
Even if you aren’t able to convert every lead into a customer, a drip marketing campaign can still increase brand recall. You will be touching base with each lead multiple times throughout the campaign, which means they will see your business’s name pop up in their inbox several times. As a result, these leads may think of your business the next time they are in need of your products or services.    

Types of Drip Campaigns

Now that you know what a drip campaign is and the benefits of launching one, it’s time to take a look at some of the most common types of drip campaigns. The most basic kind of drip campaign is a top-of-the-mind drip campaign, which is designed to keep reminding leads about your business as they move through the sales funnel. The emails in these campaigns do not dive into as much detail about products or services as those in an educational drip campaign, which is designed to inform prospects about products as they prepare to make a purchase decision.
Another type is the re-engagement campaign, which targets leads that have started to lose interest in your business. Many businesses try to win these cold leads back with a re-engagement campaign that offers discounts, free trials, or other perks.
Most drip campaigns are targeted at people who have shown some level of interest in the company or its products. But, a competitive drip campaign is one that is targeted at the competitor’s customers. The goal of this type of drip campaign is to convince some of the competitor’s customers to do business with your company instead. The campaign can either attempt to inform leads of the benefits of working with your company or offer them a deal they can’t refuse.
Finally, there are promotional drip campaigns. These campaigns are launched whenever a business is running some type of special discount or deal that they think will attract new customers. For example, a business could offer new customers a 20% discount on services if they convert within two days of receiving the email. The follow-up emails could urge the lead to take action before time runs out so they don’t miss out on this special discount.
For more tips on how to improve your digital marketing strategy using drip marketing campaigns, get in touch with our team of experts. At Denver Website Designs, our team has helped companies of all sizes grow their business by tweaking their digital marketing tactics. Learn more about our process and how we can help your business grow with a comprehensive digital marketing plan!

2018 Website Goals: Responsive Design & Why You Need It

January 8, 2018

Consumers use any number of different devices to surf the web, including laptops, desktop computers, tablets, and smartphones. In order to provide a seamless experience to potential customers no matter what device they are using, your business website needs to be built with responsive web design in mind.
What is responsive web design? And why is it such an important part of your overall digital marketing strategy? Here’s everything that you need to know.
An Introduction to Responsive Web Design
A website that utilizes responsive web design will automatically resize depending on the type of device being used to access the site.
Because responsive websites intuitively respond to the type of device being used and adjust the layout of a website accordingly, information is more easily accessible and the the user experience is much more enjoyable. No more scroll bars, no more pinching and squeezing to be able to read content and no more separate mobile sites. Think beautiful, clean websites that are easy to read and navigate on any device.
The Importance of Responsive Web Design
Thinking of updating or building a new website for your business? Here are some of the many reasons you should consider going with a web designer that knows how to create responsive website design:
Consumers Steer Clear From Websites That Aren’t Mobile Friendly
57% of mobile users say they won’t recommend a business that has a poor user experience on their smartphones.
Today, mobile users account for nearly half the internet traffic. Consumers will leave your website if it is difficult to navigate, to find information or if it takes too long to load on their smartphone or tablet.
If a user finds your site too hard to navigate or read, they will leave without engaging--and you will have lost a potential lead.
Be Accessible, No Matter the Device Being Used
We live in an age where consumers are updating and upgrading their smartphones or tablets constantly.
Responsive websites will automatically adjust when accessed by new devices that hit the market. This means you won’t need to update the code or the design every time a new smartphone or tablet is introduced.
You’ve Got a Limited Amount of Time to Catch a Consumer's Attention
In today’s fast-paced environment, websites that don’t load within 9 seconds are considered to have a poor loading time by industry standards, across the board.
Using a responsive web design can improve the load time on your website--an important feature given the tendency by consumers to lose patience easily.
Your Search Ranking Will Go Up with Improved SEO
Your visitors won’t be the only ones impressed with your website—Google will be, too. Google knows that a responsive design creates a better user experience, so they will reward you by placing your page higher than other sites that don’t have this type of design, particularly for searches being conducted on mobile devices.
Surprisingly, It Costs Less to Create & Maintain, So You Can Focus on What Matters
If you don’t know much about web design, it may seem as if this type of website would be harder to build since it needs to be designed with all types of devices in mind. But fortunately, that’s not the case.
A responsive web design only requires one set of code, whereas a non-responsive web design will require a set of code for every different device, orientation, and screen resolution. And while all websites will require maintenance once they have been launched a non-responsive design is much more high maintenance than a responsive design. This is due to double the amount of work being placed on separate version of a website (mobile and desktop).
One Analytics Report as Opposed to Many
Trying to make sense of analytics can be difficult when you have two separate websites. Fortunately, businesses with responsive websites don’t have to worry about this since the data is combined in one report.
The Denver Website Designs Difference
We’ve made it our business to provide seamless responsive web design for our clients, no matter their industry. From e-commerce to brick-and-mortar businesses: Denver Website Designs has created hundreds of responsive web designs that have improved our clients online presence.
We Save You Time
Because we’ve streamlined the process, Denver Website Designs can have a website created for you within six to seven weeks from you signing a contract.
We Save You Money
We’ve got creating a responsive website down to a science and have an effective system for creating a unique online presence for clients. Because of our effectiveness we’ve been able to pass on the savings to clients!
We Provide More than Just a Website
Part of what makes our model so much more appealing is the inclusion of other marketing functions built into the back end of every DWD website. Clients have access to Email Marketing, a CRM System (Customer Relationship Management), Reputation Management and a Blogging tool to name a just few features. Our software, along with our local in-house team, makes Denver Website Designs a no-brainer for those looking to improve their web presence and digital marketing reach.
For more tips on how to improve your digital marketing strategy, get in touch with the experts. At Denver Website Designs, our team has helped companies of all sizes grow their business by improving their websites. Learn more about our process and how we can help your business grow with a comprehensive digital marketing plan!

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, 2017

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:


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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