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What digital could be doing for you…

It’s one the buzz words of recent years. Whether you love it or loathe it, ‘digital’ is in full swing and it’s hard ignore...

April 26, 2018

It’s one the buzz words of recent years. Whether you love it or loathe it, ‘digital’ is in full swing and it’s hard ignore. We’ve had a look at some of the stats behind digital and the amount of potential business that could be going begging everyday if your website or online presence isn’t up to the task…

How easy is it for customers to find out what you do?

Perhaps you might think that it’s quite easy – it’s all there on the homepage. However, is it the right content? Is the way that it’s laid out conducive to navigating it and finding out what you’re all about?

Adobe suggests that 38% of people will stop engaging with a website if the content or layout is unattractive. In the same study, it was also recorded that when given 15 minutes to consume content, two-thirds of people would rather read something beautifully designed than something plain. The answer? Design matters!

Is everything up to date?

Chances are that if your site is up to date and has a good turnover of rich content such as blogs or insights then you’re doing alright – it’s also great for SEO, i.e getting a good ranking in Google. In fact, 53% of marketers say blog content creation is their top inbound marketing priority. (HubSpot, 2017)

Sites that are left stagnant and unloved are easy to spot by potential customers and generally doesn’t fill them with confidence that things are ‘happening’. Research suggests that an untouched website can hamper brand perception and lead to loss of trust.

So, that point around rich content generation? 72% of marketers say relevant content creation is their most effective SEO tactic. (Ascend2, 2015)

Converting your customers

If you’re not converting enquiries from your website in to business then maybe it’s about time you did. But how can you even get them to make an enquiry in the first place? If you’ve got a product to sell, ideal – but if the right calls to action aren’t in place then you’ll have no luck in doing so.

According to business.com, a missing or confusing call-to-action can be harmful to conversion. You must let your visitor know what you want them to do next. Don’t assume they’ll know. Be direct and specific. Gently nudge them where you want them to go.

Unsurprisingly, only 22% of businesses are satisfied with their conversion rates. (HubSpot, 2017)

Do I need an app?

We’re not necessarily talking about something you download onto your smart phone – a web app or tool incorporated into your site can help your website to become more functional and drive conversions that are specific to your business goals.

For example, a project planning tool that enables your customers to see what products or services they’ll need from you, and how much it will cost, can throw down a big obstacle where they’d normally need to spend time dealing with a representative. Web apps and tools can give your website the ability to start generating some real value from your online presence.

Mobile

Clearly, if your site is not optimised for mobile then it’s probably not doing what you need it to. According to Google, 40% of users are put off by a bad browsing experience and have turned to a competitor’s site.

And who says everyone works at a desktop computer these days? 49% of B2B researchers who use their mobile devices for product research do so while at work. (Google, 2015)

Using your analytics effectively

Are you getting the best out of analytics? Does anyone even understand some of the metrics? Getting the best out of analytics really could be the difference between knowing how well your website is performing, even if it looks the business already. Believe us, it will become something of an obsession!

We’d be happy to demo some of our experience as well as show you how to get the best out of this incredible tool.

Social media

Getting business through social media? Even 5 years ago you’d have been laughed at. 3 years ago you might of warmed to the idea and nowadays if you’re not trying to then it’s probably about time that you did.

Research suggests potential customers react better to social media advertising than traditional media such as print nowadays with 74% of people say they use Facebook for professional purposes. (HubSpot, 2017)

Case study

We’ve put considerable effort into OMNIE’s digital marketing – starting with a complete redesign of the website in order to hone in on the right messages to target those all-important audience types. With a limited budget for the last quarter of 2017, we focused on a Google Adwords campaign and social media. The results were as follows:

3,000 new followers

OMNIE’s Facebook and Twitter audience grew from under 500 to over 3000 followers within 3 months. As a direct result of this, new users to the website increased by 54% – doubling their audience size and potential customers. Conversions from the website therefore also grew in tandem.

10,000 visitors per month

From 2,000 visitors per month when we started work on their digital marketing, OMNIE now boast nearly 10,000 visitors each month as a direct result of continued efforts to improve the website user experience, and digital marketing to direct people to the right place on the website.

100k per week

We measure a conversion as somebody sending in their underfloor heating plans via the website to their local sales representative. This is a warm lead that they should win. In the first two months of this year the site averaged 36 conversions a day. The value of these conversions for the business was £515,000. The website now generates just under £100,000 in leads every week, as well as satisfying the other customer support demands such as technical enquiries and a comprehensive technical resource library.

Next steps…

We’re always excited to hear about your challenges in business and experiences with digital. So if you’ve got a an upcoming project or would just simply like a chat then we’d love to hear from you.