Online marketing can be very daunting for business owners. They understand they almost always have to engage in it, but they also appreciate that there are lots of technical aspects to it that they simply don’t know. Entrepreneurs often balk at the need to be an effective WordPress webmaster or that they need to put in place practical, on-page optimization processes.
Fortunately, there are a few low-hanging fruits with long-lasting benefits that business owners and entrepreneurs can take care of right away. Here are just a few things they can look into:
A Prominent USP
Is their business or brand unique? The notion of uniqueness is so significant that often entrepreneurs are at a loss on how to make their unique selling proposition (USP) stand out. A tenet for fiction writers can help: show, don’t tell.
Though it’s more like “show, not just tell.” In a website’s design, make sure the USP tagline or pitch is prominent and present on almost every site. Many websites put the USP under the website banner name, but often they’ll forget to place it in the site’s metadata for search engine results pages (SERPs) to pick it up.
Don’t stop there – entrepreneurs need to make their uniqueness show in their checkout cart or on their product category pages. They need to keep reminding their audience what their USP is and what their website or brand is about and make it stick. It’s all about brand recognition and recall. Remember, making a USP prominent is different from making it cloying and nagging.
Simple, Effective Call to Action
All the math teachers back in school said the straightest way from point A to B is a straight line. This simplicity is easily lost in the midst of technological and web-based marketing innovations; when websites try to call audiences to action, they don’t make it simple and effective.
For instance, call to action footers in blog posts should be as simple as possible by keeping it short and straightforward. Businesses can make these footers useful by tailoring what they say to the blog post they appear in.
To put this in perspective, say the blog publishes a post about how mosquito repellents work. In the blog footer-slash-call to action, place links to related articles or recommended product reviews, and readers are more likely to take action and click on these links. WordPress makes this easy with lots of plugin options for “related content.”
The “add to cart” and “buy now” buttons in the front-end, point-of-sale websites is another example. Keep them simple, with no overly flamboyant circles or colors. But make them effective – make use of color schemes that match but stand out from the scheme of your website so the buttons call attention and aren’t difficult to find.
Better yet, put them where they can easily be accessed in case a visitor is interested in a particular product. When it comes to colors, businesses should also know what works for what regarding appeal and effect on consumers.
For instance, blue is generally unappetizing so it might not be the best color to use on a recipe website or blog about cuisine, and choosing the positive green over the alarming red gives off a better feel for websites about finance or financial advice. One caveat to this is cultural perspective – in China, red is considered lucky, so even banks that are located in or originate from China use red, like HSBC.
Site Structure in a Marketing Perspective
These days, search engine optimization (SEO) is a must for any website serious about gaining an audience. Search engines give more authority to sites that are structured well. If a website’s page structure – and keyword structure – is a mess, that site’s authority and SERP ranking will decrease. This is not just an arbitrary technicality- it also has to do with how much easier it is for search engine spiders to crawl a website’s structure and find relevant keywords.
A website’s structure is also pertinent in a marketing perspective. Structuring a website’s pages to reflect marketing strategy properly, or at the very least product and service breakdowns, give an organizational boost in terms of logistics, and as mentioned before, appeals well to search engines.
Another area of site structure business owners can probably improve right away is the breakdown of product or service offerings.
Does the plethora of product choices prevent customers from purchasing any single one? It’s called choice paralysis, a phenomenon where an abundance of choices of one particular product causes confusion in potential customers and leads to them not making a choice at all.
Evidently, there are various site structure considerations – from backend SEO meta data to front end, client-facing design. It doesn’t take long to assess how well a site is structured and come up with quick ways to improve it.
These are just some examples of the low-hanging fruits that can be picked rather conveniently. They don’t take long to assess and consider, and it also doesn’t take too long to take affirmative action to make them better. These are ideal proactive changes business owners can make while they try and figure out the bigger picture and come up with a more holistic internet marketing strategy to bolster their online presence.