Are you creating a positive experience for your customers? Your audience is the most important aspect of your digital marketing campaign. A trend you’ll see continue to rise in 2016 and beyond is designing a user experience. As you’re designing a website or mobile app for your brand, ask yourself if your users will have a memorable experience and whether your message will leave an impact. User experience testing and practicing is no longer optional. As quickly as a user finds your website, they will just as quickly bounce and move on if they don’t have the experience they hoped. It starts with usability, cleanliness, and the value it brings to your audience. But it’s so much more than that. All aspects of your website contribute to the overall experience. Every business and every website you interact with has their own way of expressing themselves. How are you going to make sure your voice is heard and your customers find what they need on your website? User … [Read more...] about What You Need to Know About User Experience Design
Engaged user definition
Several years ago I was having lunch in a restaurant in New York with a couple of Yahoo executives, discussing the challenge of motivating people to rate local businesses. Yahoo was way ahead of the online curve back then, although now ratings and reviews of local businesses are seemingly everywhere online. Indeed, that conversation seems somewhat quaint in retrospect given all that has transpired in the realm of “social media” since that lunch. While those creating content and interacting with social media sites still represent a vocal minority of the online population, social media in its many and varied forms is clearly one of the most important trends to emerge in the last couple of years. Although one might argue that the general antecedents of today’s social media have been around since the very beginning of the Internet, a number of factors have made community and user-generated content very widespread, to the point of near ubiquity, today. Social media has … [Read more...] about Local Is Social By Definition
When visitors arrive on your website, what are they doing? Is it what you want or expect them to do; or are they aimlessly wandering around and not finding what they came in looking? Are your potential customers abandoning your site just seconds after their arrival? If you are puzzled because you don't know what visitors are doing, or why, then how can you ever create a decent strategy to offer your visitors a better experience on your website? The means of engaging users is unique to each website. The Sports Illustrated website does it by displaying only the latest sports headlines and providing the actual content a click thru away; content like writer's opinions, the NBA Draft and, of course, their own swimsuit issue � giving the user navigation control and also increasing valuable inventory through page views. A site like Yarn Market , on the other hand, offers crisp, high resolution images of every single product which makes it simple for their visitors to view the … [Read more...] about Measuring Visitor Engagement and Behavior
We won’t dwell on Google’s Penguin and Panda updates as the nails in the coffin for over-optimized content and link profiles, but just know both of these algorithmic animals contributed to considerable change in SEO tactics and strategies over the past 18 months, including how SEO practitioners should be looking at keywords. Keywords Are Dead! Back when search engines were young and users less savvy, Google introduced keywords as the search methodology. With the maturing of search algorithms and the growing sophistication of Internet users’ behavior most searchers: Know how to “Google” (a verb since 2006). Understand where to click in the results. Expect relevance after the click. Know how to refine a non-relevant search. The old interpretation of keywords is no longer true; users are not typing simple keywords that yield simple Google results. Users are entering “queries” – phrases that match specific search intent – and Google … [Read more...] about Keywords Are Dead! Long Live User Intent!
There’s so much content out there these days that it can be difficult to cut through the noise. You really need to go the extra mile to make an impression. Even some of the best content can wither on the vine. I’ve committed all manner of schoolboy errors over the years, from publishing at the wrong time, to failing to make the most of an opportunity, to taking my eye off the ball completely. Nowadays it is more important than ever to work on amplification tactics, to help spread word about your content – and boost engagement – over the long term. If the word ‘engagement’ sounds as passé to you as it does to me, just pause to remember why you are creating content in the first place. It matters a great deal, otherwise what’s the point? Here are a bunch of things to consider when publishing your next piece of content, to do a better job of getting your existing and prospective audience on the hook. 1) “Leave a comment!” I … [Read more...] about 26 content amplification triggers to help increase engagement