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Tag Archive: marketing strategy

  1. 5 Ways to Improve Your Digital Presence in the Time of COVID-19

    With many businesses operating at less than full capacity due to the coronavirus, it’s more important than ever to have a virtual presence that makes it clear that you’re open for business. In addition, due to an increase in people working from home and the stay at home orders, businesses may find that their audience is spending more time online. With that in mind, it’s not too late to do a quick check over a few areas of your site to make sure you’re ready for an influx in visitors.

    1. Site Performance

    With more people staying connected from their home internet or cell phone data, site speed remains an important factor to keep visitors on your site longer. If site visitors have to wait too long for a page to load, they may leave and try to find the information they were looking for somewhere else. Site speed problems frequently start with the hosting service you purchase, which often means “you get what you pay for.” Providers that boast payment plans of just a few dollars a month are often where site speed and downtime can be an issue. Within the site content itself, excessive CSS loads, Javascript, and large photos and videos can cause load times to increase dramatically compared to lighter page content. Using a service like Google’s PageSpeed Insights can help you see what might be bogging down your site, and provide tips on how to improve it.

    2. Content Review

    Hopefully content marketing has been a long time strategy of your business. If it hasn’t, or if it’s been a while since you last gave your content a refresh, now is the time to do so. A good place to start is simply to make sure that your content speaks to your message at a basic level, and on a level that web crawlers will be able to connect the two. On each page, you’ll typically want around 300 words minimum, touching upon relevant keywords where possible. However, don’t sacrifice quality just to fill up space–ultimately your audience is customers, not just the search algorithm. Beyond this, check SEO-specific settings like your title tags, meta description, image alt-tags, and make sure your links are still working. While it’s difficult to have “perfect” SEO, chipping away at each of these factors can make a huge difference in the visibility of each of your pages.

    3. Shopping Experience

    Whether you’ve had to recently switch your business model to online sales, or you’ve been using ecommerce for a while, it’s important to make sure each customer’s experience is quick and painless. Go through the checkout process yourself on desktop and mobile to make sure there is little effort required to make a purchase. Also, look to your analytics and see where people are dropping off in the checkout process. If your shoppers are leaving items in their cart without buying, consider using a remarketing campaign to re-engage them as they browse the web and hopefully bring them back to complete their purchase.

    4. Business Listings

    Keeping your website up to date with any changes to your business’ hours, product availability, and other operational changes is essential, but that is not the only place this information should be updated. Many users find information about a business on other sites, such as Facebook, Google My Business, and Yellow Pages. If your information is outdated there, you may be losing potential business. Most listing sites allow you to claim your business in order to login and make updates to your page, however sometimes this can be a time consuming process — especially with the number of listing sites that are out there! A good strategy is to focus on some of the top sites where you regularly receive reviews, or where your customers are most active. However, if you want to make sure you cover your bases, Pulse offers a listing service that allows you to claim dozens of listing sites (and potential customers!).

    5. Social Media Integration

    For some businesses, it may be more natural to keep your social media presence active while your website stays relatively the same. However, it’s important not to let some of that great information go unnoticed for users who only visit your website. Some social media posts and updates may be more difficult to share on your site unless you’re keeping a blog. To make sure site visitors can see and engage with this information, make sure your site links to your social media profiles, or — better yet — utilize a social media feed plugin to bring your social posts and website together. There are several free and paid versions out there to help you show the content you want from your favorite social platform.

    Although it might take a little time to go through this list, the good news is that all of these suggestions will be helpful now and in the future when business operations return to normal. If you need additional help or insights into your site performance, take advantage of the free website audit we are offering to show potential areas for improvement including some of those listed above. As always, if you’re in need of additional marketing assistance, please don’t hesitate to contact the Pulse team!

  2. Is Your B2B Marketing Strategy Evolving with the Market?

    With ever-increasing use of online and mobile business methods, decision makers’ purchasing habits have changed drastically over the past few years. Prospective clients now face a nearly endless array of options. What’s more, they can switch from one vendor to another with the touch of a button. Inbound marketing has never played such a crucial role in B2B business strategy as it has in recent years.

  3. 4 Types of Marketing Data to Analyze

    What do your business’ email newsletter, social media, and website have in common? Other than being part of your online marketing, they are valuable sources of data. Collecting and analyzing this data can help to inform your business’ marketing strategies and overall performance. To be most effective, you must track only the data that is relevant to your business’ goals.

  4. 7 Steps to Write a Successful Marketing Plan

    A new year is the time for a new start. For your business, this means planning for the year ahead and implementing new strategies. One way to do this is by creating a marketing plan that will outline your marketing activities for the next year and beyond. Here are 7 steps to follow to create a successful marketing plan:

  5. The Wisdom of Planning Ahead in A Customer-Driven Market

    Whenever I watch a movie featuring a traveling salesman (usually an older film), I’m struck by how drastically B2C marketing approaches have changed in recent years. Consumers today (myself included) don’t like being sold to. With a digital world at our fingertips, we seek our own solutions to problems when we need them, wherever and however it’s convenient for us. B2C businesses need to plan ahead to make an impact in this challenging, customer-driven market – taking the time to build strong, flexible marketing strategies.

  6. Should You Follow Your Competitors’ Footsteps?

    I often hear people tell me about something their competitors are doing that they’d like to do as well. Interestingly enough, though, many times they don’t have a clue whether or not this new thing is actually helping their competitors grow, or make money.

  7. Business Inertia: What to Do When Your Company Gets Stuck in a Rut

    Every small business owner knows that the key to continued success is their ability to change and adapt to the needs of their market. Business failures can serve as great learning opportunities, and past victories can set the stage for new ones. But sometimes, you get stuck in a rut. You push and pull, but nothing moves. When this happens, many business owners instinctively keep doing what they’ve done in the past, in hopes that what used to work will continue to work. However, this practice can often lead to a plateau—or worse—a decline in revenue.

  8. If You’re an Entrepreneur, You Should Learn How to Play Chess.

    I love to play chess. I play it often with my daughter, and thoroughly enjoy seeing her strategizing against me. Studies have proved that playing chess enhances kids’ learning skills in math, science, and technology. There is also a huge correlation between chess tactics and entrepreneurial skills. For me, it’s no surprise to learn that so many young chess masters go on to become successful entrepreneurs later in life.

  9. Why Apple’s Colorful iPhone 5C is a Crazy Hit

    It’s almost mind-boggling to watch people go nuts over the new iPhone 5C. Apple’s newest device can be pre-ordered now, with an estimated delivery date of October 4th – but aside from a minor OS upgrade and better camera, Apple’s new marketing model simply revolves around a set of vibrant colors and a plastic case. Now, you may ask, who really needs a new colorful phone badly enough to go as far as pre-ordering one?

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