Posts

Here’s Why Your SEO Strategy Isn’t Working

/in /by

StrategyDriven Online Marketing and Website Development Article, Here’s Why Your SEO Strategy Isn’t Working

In modern business, there is one thing that can either make or break your business: marketing. More specifically, digital marketing.

If you don’t get it right – and a lot of businesses simply don’t – it can mean the loss of profit, poor brand exposure and ultimately stilted business growth. As simply put, people are more and more interested in what a business is doing online in the modern age. So failing to put forward an effective digital footprint can be a real hindrance to your business efforts.

At the top of these failures tends to be a business’s approach to SEO. They understand that good SEO can push their business website forward, but don’t particularly have the right approach to make it work and actually gain the benefit that SEO presents. It’s a big issue and one you want to prevent from Day One of your digital marketing exploits – or at least very early in your campaigns.

So, if you are frustrated with the SEO aspect of your digital marketing then here are some sure-fire ways you’re going wrong. And, more importantly, how to fix them!

Outdated Tactics

The best practice when it comes to SEO changes every day. Largely because Google will cotton on to a new technique, view it as ‘spammy’, and update their algorithms accordingly. Some of these tactics may even be considered to be Black Hat SEO. Take the recent August update, for example. It saw a big problem that many people were exploiting – long, advice based, content that may or may not has been actually helpful – and made it more sustainable. Ostensibly, to better both user experience and help legitimate advice sites prosper.

For this reason, it is very important to keep on track of Google’s and other search engines guidelines. Be aware of the different tactics and what may be considered ‘spammy’. Otherwise, you may find that your site faces punishment as a result of not actually following the right rules.

On the whole, SEO tactics vary from person to person. Some people swear by link building, others value content and even more think the technical side is where the future of SEO is heading. Test out what you think might work, but then don’t be afraid to change tactics if something isn’t working for you.

Technically Incompetent Website

Yes, the quality and ‘technical’ backdrop of your website actually have a big impact on your SEO and subsequent rankings. If you have a website that isn’t particularly good, has thin or weak, or poor user engagement then it simply won’t help to convert for your business. In fact, you could even find it more of a money drain and hindrance than anything else.

If your website is poor, then you’re going to struggle both in terms of ranking and conversions when users actually do go on site. Also, bad sites simply turn off users; so, having the right level of ‘polish’ to a site is simply necessary. Otherwise, you will find your site filtered out by the masses who simply expect better from their online experience.

Misunderstanding Data

A lot of SEO is incredibly data-driven. You have to understand the traffic your site is gaining, what this means about your acquisitions channels and ultimately how to generate more. All from a few numbers and line graphs that Google Analytics presents.

It’s easy to see all of the data presented by Google Analytics or other sites, then feel disheartened or as if your efforts aren’t quite there. However, it’s not necessarily about the data. It’s much more about your interpretation thereof. Interpret right and you could end up generating thousands of more users, better conversions and overall have a better website. Whereas interpret it wrong and it will simply sit there with very little views and traffic.

If you’re confused about analytics, there are plenty of resources to help you become a Google Analytics expert.

Terrible Keyword Targeting

You understand keywords. Which means that you know how to research them, implement them on your site and the supposed results that this should bring. However, it simply doesn’t. Your rankings remain a flop, even with the ‘right’ implementation of keywords. Chances are you have really miscalculated your keyword targeting.

This miscalculation can come from a number of different issues. Targeting keywords with too much search volume, targeting those with too little and sometimes you may target the wrong keyword altogether. It really is a mixed bag of reasons on a good day.

Try changing your tactics. Pick two targets; one long-term and one short-term. From there, you can decide whether your strategy is working in the short term, then make adjustments to ensure it continues or begins to do so in the long term. Thus, hopefully, removing the issue of wasted time potentially.

Impatience

One of the worst things, in terms of your SEO campaigns, can be a level of impatience on your part. By no means is SEO a get rich fast tactic. In fact, when done right SEO is a slowly building organic process and gradually improves over a long period of time (though this differs from business to business, good SEO can take up to a year or more). It’s all about sustainability and not appearing ‘unnatural’.

This level of impatience is why many clients and marketing agencies fall out, as the client is often impatient for quick results. Some of these situations even lead to the involvement of mediation solicitors. However, this is unfair in many cases as SEO is a slow method for achieving great results.

For that reason, even when your SEO strategy doesn’t seem to be working the best thing to do is to not panic. Simply look at what you’re actually doing and look to adjust. Make beneficial, smart, changes and you can easily find a strategy that does actually work for your website and business.

Designing Your First Office: A Guide

/in /by

StrategyDriven Entrepreneurship ArticleBecoming an established business with its own premises is a great leap forward in your company’s journey. No longer are you a one-person band; now you can hire talented employees and invite clients and suppliers to your office for meetings. Creating the perfect office space can be a challenge, however. After all, there are numerous aspects to consider, and each one will impact on the atmosphere, efficiency, and first impression you give. With that in mind, you will find two areas to focus on when designing your first office below.

1. Electricity, Heat & Water

Regardless of what industry you are in, you will need a reliable energy supply, which is both cost-effective and eco-friendly. You will no doubt be running a number of computers, providing internet access, telephone lines, along with lighting and more. One highly popular option, especially in newer builds, is to use solar panels to power the building. These convert sunlight to electricity, but the good news is that they work even in cloudy weather. What’s more, sunlight is free, which means your electricity bill will be reduced by opting for this energy source.

When designing your office, you will also need to keep in mind the comfort for everyone who is in occupying the space, whether that’s employees, clients, or just yourself. To keep the office warm and cozy in the depths of winter, PBE Fuels are your go-to for biomass boilers, which use sustainably sourced wood pellets to provide adequate heating for the whole building. By picking biomass, you will be choosing a self-sustainable heat supply and one which will also work to lower your heating bills.

Comfort also applies to your water supply. Without clean, running water, you will not be offering the legal requirements to your workforce. As a business owner, it is your responsibility to provide a healthy, safe environment, and this includes drinking water. Of course, most offices opt for office water coolers, but you still must ensure the water running from your taps is drinkable.

2. Décor Scheme

The next step in designing your first office is choosing how to decorate it, including the color scheme you want and the furniture. It is a lesser known fact when planning your first office, how impactful color can be in regards to productivity and overall atmosphere. The color possibly depends on your business’s logo, but take the time to consider what feel you want to evoke in the room. Purple, for instance, can work to represent magic and mystery, or it can appear somewhat fake and artificial. White, on the other hand, evokes feelings of purity and cleanliness, or it can feel stark and sterile. When deciding on the color scheme, think carefully about how you want people to feel the first time they walk into the room. Do you want to impress clients and show your authority? Use black to create elegance – but use it sparingly, as it can absorb all the natural light.

The furniture will usually depend on the industry you are in; an office-based company will require a series of desks, chairs, and computers, whereas a manufacturing warehouse will need heavy machinery. However, both buildings will require a reception area, and this is where you can make your best first impression. By creating a welcoming, friendly reception area, where clients and potential employees can wait in comfort, you will be subtly showing your professionalism. Opt to place a relaxing couch in the waiting area, along with refreshment facilities, as these are proven to wow clients and make them feel at home.

How to Create an Impressive Office

/in , /by

StrategyDriven Entrepreneurship Article
 
A potential client or employee will make their mind up within a few seconds of laying eyes on your office. If you want to prove you are a professional business with a great company culture, you should find out how to create an impressive office.

Eye-Catching Wall Wraps

Give your office the wow factor by adding striking wall wraps, which will add a little color and personality into the space, and will exude professionalism and a great company culture. Pick a design that complements both your branding and office layout, so your guests will remember a visit long after a meeting or interview is over.

Branded Sweets

Clients want to work with companies that have exceptional attention to detail – and branded sweets can prove just that. It’s a fun, welcoming and professional treat for guests to enjoy when they visit, so they’re bound to be impressed by the effort you have made to create a warm welcome, while reinforcing your brand recognition.

A Friendly Welcome

A receptionist will provide a first impression of your staff and company culture. Only hire friendly, warm and welcoming receptionists, who are willing to go above and beyond to make guests feel welcome. For instance, they should smile at every guest, offer them a seat and a drink, and keep them updated on their meeting to avoid frustration. You should also ensure the phone is not left ringing, as a client will believe your company will ignore their call, too.

Welcome Natural Lighting

Exposure to natural lighting will not only make your staff feel both happier and healthier, but it can also make a space appear more open. As a result, it can increase your employees’ morale and productivity levels, which can help your business to both flourish and grow.

24-Hour News on TV

24-hour news on TV will not only allow your team to stay up-to-date on the latest happenings from across the world, but it will also prove to your guests that you’re keeping updated with the latest trends. As a result, they’ll view your brand as a forward-thinking business that is worthy of their time and money.

Display Artwork

Artwork can add a burst of color to your office space, and it can also convey intelligence and professionalism. Choose a work of art that not only adds a pop of color into a room, but complements your company’s image.

Big & Bold Potted Plants

There are many reasons to incorporate big and bold potted plants into your office. Not only are they a beautiful addition to an interior design, but they can also reportedly increase employee happiness and reduce stress levels. It will also provide a natural contrast to your décor and can prove you can take care of multiple things across the business with ease.

Offer Branded Pens

Branded pens are an ideal stationery item for your business, as you can hand them to guests during a meeting. You should then encourage them to take the pen with them, so they’ll have a subtle reminder of your brand once they leave your office. As a result, you’ll remain firmly in their minds, and a client might be more likely to hire your services.

How to Avoid a Business Bankruptcy

/in , /by

StrategyDriven Entrepreneurship ArticleThe number of small businesses filing for bankruptcy increases every year, and while bankruptcies don’t always lead to the full closure of the company, in a lot of cases they do. If your dream business is currently on the verge of bankruptcy, don’t panic. There are some steps you can take that may help you to turn things around. Try to think as positively as you can and put the following steps into action.

1. Look at the Figures

The first thing you need to do is work out how much you need to make each month to survive. This includes both the money you need to actually live, and the money you need to repay your creditors. Add 20% to this figure to give yourself a cushion. Finally, add in the costs of running your business. This includes everything from your bills to your payroll to the cost of inventory. With this information at hand, you need to work out how much your business is earning each month. If you are facing bankruptcy, it’s likely you have a deficit between the two numbers. The next steps are going to focus on decreasing costs and increasing profit to give you enough to cover everything you need to pay.

2. Cut Costs

Okay this sounds simple, but there is sure to be some ways that you can lower your expenses to meet your spending goals. Consider getting rid of your traditional phone plan and switching to VoIP, look into cheaper packaging options, and look into obtaining new quotes for any services you receive that aren’t under contract. The aim here is to look for redundant costs that your business can do without and either eliminate them entirely or reduce the amount you are spending.

3. Renegotiate with Your Creditors

Phone your creditors and let them know you are considering bankruptcy. The majority will be happy to come up with a payment plan that works for you so long as it means they will still receive what they are owed (with bankruptcy there is no guarantee they will be paid). Some may be willing to waive the interest, while others will extend the terms of your debt so that you have longer to repay it. You could also file a consumer proposal with your creditors if you don’t want to speak to them directly.

4. Look at Short Term Cashflow Options

We’re not necessarily suggesting that you take out loans to cover your cash flow. Instead, speak to your vendors and ask them for more lenient payment terms. If they can extend their terms, you will free up more cash in the short term. Another option is to ask your clients to pay you quicker. You could offer them a small percentage off their invoice if they are willing to pay faster. Both of these options will provide a boost in the short term.

Sometimes filing for bankruptcy is the only option. However, it is worth giving the above a try first if it could mean saving your business.

How to Improve the Customer Experience Throughout Their Journey

/in , /by

StrategyDriven Customer Relationship Management Article

There’s no getting around it; the customer is king. Without them, your business will be going nowhere fast. They have the power to make or break your business, and your aim should be to do everything in your power to make their experience a good one. Once upon a time, it would have been the quality of your product or service that made you stand out from the competition. Nowadays, however, the focus has shifted to the experience a brand is able to offer the customer throughout their journey. Improving the customer experience is not the easiest thing to deal with. There are certain things your customers will expect. These include being able to interact with your company, however they decide to do it. It’s also important that their experience is a personalized, rewarding and effortless one. Above all, they want this to be provided in an efficient amount of time. Here are some things you can do today.

The Customer Experience vs. Customer Service

You might think that they’re one and the same, but they’re actually quite different. Customer service focuses more on the way a service is delivered, before, during, and after a purchase. Customer experience, on the other hand, is the sum of all the experiences and interactions the customers have from your business relationship. The two work closely together, and you can’t have one without the other.

10 Steps to Improving Your Customer Experience

The first contact your customers will have with your business will be via the phone, email or one-to-one interaction, and this is where you can start making improvements.

Create a Customer-Focused Culture

There is little point in trying to make improvements if the whole of your workforce are not behind the changes. From the bottom to the top, everyone has to be focused on customer satisfaction. A good way to do this is to create a list of statements that can be used to guide company principles and focus your staff. Principles can include delivering an excellent service, to show humility and welcome change. Take steps to introduce a staff training program and focus on etiquette, how best to address customer complaints, and the standard responses to use.

Know Your Customers

If you don’t know who your customers are, how can you address their needs to improve your customer experience. The beauty of humans is that we are all so different. We don’t have the same needs, desires or expectations. As well as understanding demographics such as age, race, and residence you need to consider several other things. For example, how will they use your products and services, what are their expectations, and how will they prefer to interact with you.

Understanding who your customers are will result in a deeper understanding. Your employees will be able to empathize with them and look at the service they’re providing from their point of view.

Live Chat

Providing your customers with a live chat option is crucial to improving the customer experience. If your audience is within the 18-34 age bracket, you might do well to appreciate that more than half of them prefer this option over phone interactions. It is particularly popular among online retailers. However, there’s more to providing live chat than just having a person to answer customer questions. It can include co-browsing, which is where an agent takes control of a user’s browser to provide technical support or to direct them to pages where they will find what they want. Audio/video chat services, integrated knowledge bases, and Chatbot services are also being added to the list.

Mobile Customer Support

More than 91% of adults in the US own a mobile phone, and more than 63% of them use their phones several times a month to search for products and customer support. Providing a mobile interface for your customers is vital. Unfortunately, many are poorly designed and cumbersome to use, even if there is an optimized website. The result of these poor designs is that customers are forced to contact a business directly for simple queries. Contact centers are then flooded with queries. Allowing customers to solve their problems using their mobile phone will improve the customer experience.

Social Media Support

It’s possible to use social media to communicate with customers in a customer-centric way. Many large companies use it very effectively. Using a variety of social media platforms, companies can share content and answer questions from customers. The marketing department can also ask interesting questions and gain a better understanding of the customer base.

Self-Service Portals

There are two ways self-service portals can help a company. Firstly, they improve the customer experience. Secondly, they reduce workload and thereby increase company capacity. A self-service portal provides customers with instant access to information. A series of self-help functions are open to the customer and accessible through a company’s website. Features include:

  • Self-resolution of issues through the use of a knowledge base
  • Password reset
  • Self-logging of incidents
  • Service request
  • Collaborative spaces
  • Chat services

Empowering customers to find information, request services, and resolve their own issues is a great way of improving the customer experience.

If you think outside of the box a little, you can probably work out some pretty ingenious ways that you can help people to improve their own experience with these kinds of portals. You might have a visitor sign-in app, for instance, so that you know who is in the building. However you approach it, the fact is that these kinds of portals are growing in popularity with good reason, and they are some of the best ways to make sure that the customer’s experience is so much better throughout the journey.

Provide a Range of Communication Channels

Not so very long ago, customers would have been more than happy to call customer care to get assistance. Those days are long gone, and today’s customers want to have access to more options. These should include text, email, and social media, depending on which your customer is most comfortable with.

Younger age groups may prefer to use social media while those over 40 might prefer to call customer care. The industry you’re working in can also influence the channels you choose to use. In a more professional industry, phone calls or post might be more appropriate. There is no one size fits all, and some experimentation will be required to find which fits best.

Customer Experience Manager

This is a relatively new role and has come about because customer experience requires effort from across a company, which means someone needs to be managing it. A customer experience manager will look across a range of departments such as customer service, sales, market, production and more. They will act as the link between customer and company, coordinating work across all the different departments.

Researching and Gathering Data

A crucial part of the customer experience is conducting research and gathering data. Customers expect a certain quality of service when calling your company. The service you deliver has to be above average. If the service received is excellent, it is more likely they will pay more for your products or services and return time and time again. To provide exemplary customer service, you first have to do some research and gather feedback from your customers. Asking customer testimonial questions will help you to establish their needs, wants, and expectation. It will also help you to grow your company with the help of customer reviews.

Benchmarking and Evaluating

There is no point in implementing any changes if you aren’t going to spend time evaluating whether the processes, teamwork, and technology are paying off. It’s important to measure the return on investment of customer experience. Finding the best strategy will be much easier if you’re able to try different things. Collecting data to ensure you know what works and what doesn’t. A good question to ask customers that will gauge the effectiveness of a strategy is “Would you recommend this service to a friend or relative?”. Provide a point-scale to measure how happy or unhappy they were.

The Benefits of Optimizing the Customer Experience

Companies who invest time and effort in improving the customer experience will reap the rewards, both in terms of revenue and financial health. There are many benefits of providing an excellent customer experience including increased customer loyalty and higher customer retention. It’s also interesting to learn that a high percentage of customers will pay more for a better customer experience.

There’s no way you can anticipate every customer issue, but you can anticipate there being an issue and making it easy for customers to contact you. Being reactive and proactive will pay off. Customers want to be treated well, respected, understood, and get what they want. They want a good experience when dealing with your company and an assurance that every time they get in touch, the experience will be equally good. The modern consumer has an immense amount of power, and they can choose to wield it as they see fit. Providing an excellent customer experience will instill trust and boost revenue.

Providing the best customer experience can help you to build meaningful relationships with your customers. The experience you provide is a reflection of your business. Your brand image depends on more than just a single moment when a purchase is made. It is a culmination of every interaction they have with your company. Provide a superior customer experience, and you will have a competitive advantage, build customer loyalty, encourage positive word-of-mouth, personalize relationships, and provide customer satisfaction.