Many companies try to find ways to improve their digital marketing strategies, especially in the every-day changing marketing environment. More and more businesses are asking us questions on whether there are best practices for content structure that would enable higher email conversion, form layout for landing pages, and best performing calls-to-action. In this blog post we feature the 11 major take-away’s of the Meclabs research conducted in Q1 2014 to provide you with a fresh and at the same time constructive studies on important factors in relation to your website, social channels, email and content strategy.
1. Use the right number of columns
The right number of columns on your website depends on your customers’ prior knowledge about the brand. Customers with limited knowledge have to be exposed in multicolumn structure to learn more about the company and products, whereas people with inadequate research brand knowledge should be exposed in a single-column layout to simply guide them through the offer to your CTA.
2. Remove the distractions
Conversion is increased by 10% when website distractions and friction-causing elements are deleted while in case of websites, less is more. The focus has to be on the website objectives excluding elements that prevent visitors from taking action on your website.
3. Value above the cost
Content of your marketing emails should provide value without mentioning the direct cost involved from the customer side, since the major purpose of the email is to get clicks and not to purchase. In case the cost is more apparent than the offered value, then customers will be less likely to take an action. For example, the phrase “Shop now” involves purchase decision, whereas “View details” involves additional value.
4. ROI of email marketing
60% of marketers support that email marketing produces ROI since it is easier to measure and test in comparison to other marketing channels.
5. Use of responsive design
Using responsive design to fit the content for tablets and mobiles enables less friction in the conversion process and allows customers navigate your website much easier. On desktop, responsive design improves conversion by 105%, whereas in tablets and mobiles there is no significant impact since it optimizes the design, but not the though sequence which is the main goal. Responsive design is effective when it affects consumers’ perception through reducing their friction and anxiety.
6. Use empathetic marketing
Empathy in marketing constitutes an imperative need since companies should feel and put themselves in their “customers’ shoes” through ongoing listening and providing content that would interest them and eventually pursuit to share.
7. Effective Calls-To-Action
Call to action practises are effective in case of focusing on the value of taking this action. Therefore, for optimizing the click-through, CTA buttons should be part of the entire conversation that customers have in mind, while it should not be viewed as a button, but as an aspect that leads consumers to take certain action.
8. Value through social media
Each social media channel should be used appropriately to offer unique value, as they are crucial in creating customer relationships. Facebook is the best channel for conversations and interaction, Twitter is the most appropriate for brand personalisation and customer connections and Blogs are important in informing people on the major events and topics.
9. Content marketing practises
Best marketing content expresses consumers’ needs, where companies listen and segment customer feedback on social media. Engaging with the community and conducting relevant research within the target groups provide information about the best content to engage customers and reach onto for prospective business opportunities.
10. Avoid content marketing mistakes
The content has to be based on consumers’ interests delivering value while it has to be part of an overall structure, and not independent. Avoid telling how great the company is and do not forget that the content is not “free”, since customers spend their time reading it.
11. Being transparent
Leverage the customers’ feedback, share content with employees, be honest and transparent. Having an open dialogue with customers will build up on loyalty and trust for your company.
To summarize, engaging quality content will persuade consumers to proceed to action, whether it is to open your newsletter or to share your posts on social media. Undeniably, following best practises could have a positive impact on your brand identity enhancing your customer base.
Tell as your opinion! Was this article helpful? What worked for you best this year that evolved your digital marketing 2014 activities? Share your experience with us in comments below and don’t forget to share the post to spread the work with your network of followers.