Your site or web content is akin to the copy you might have in a print brochure. What’s on your website will be an important tool for building interest in your business, your products, yourself.  The right content can put visitors on the path you want to achieve your end goal.  With this in mind – it is important that you don’t just put anything on your website, but take the time to plan, strategize and create your content.

The main goal of most websites is to attract readers and customers. When you write your website content, you want to be creating information that will specifically show them how they will benefit from the product you sell or the service that you provide.  So it is important to take time to consider who your potential audience/customers are and how you can address their needs and questions in a way they will clearly understand.

Next consider your goal.  Is it to sell a particular product or be the ultimate resource for an industry or expertise?  For example, if you’re trying to become a resource then you’ll need to produce lots of beginner and tutorial-type content to help people learn about your subject area. If you’re trying to sell a service or product then you want to populate your Website with loads of information about what you the service/products and how you’re different from your competitors. Be sure to define a clear information structure and group related content. Keep copy simple and relevant.

When deciding on content – you will also want to keep search engines in mind. Most of your customers will use a search engine to find you. They’ll type in the keywords they’re interested in and will rely on Google to tell them who is relevant to their query. For them to get the right picture, you have to be feeding them with lots of hints by using your keywords in smart ways. Search words should be used in your Title Tag, Meta Description, Navigation, Internal Links and anywhere else that makes sense on your site.

Lastly, consider the medium you are using.  Web reading habits differ from print reading habits and this should be reflected in how you put the content on your site. Some guidelines for writing web copy include using bullets or lists, use links, use bold and italic formats.  Lastly, write as you speak and keep it short and easy to read.

Keeping the ideas above in mind will not only help you develop a successful website but a good user experience.

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Facebook has announced another new feature.  It will now let users pay to promote ‘friends’ posts.  The new feature comes on the heels of a service the social media giant introduced last year that lets users pay to promote their own posts.

Facebook thinks people will want to use this feature to promote charity fundraisers and events, or help friends rent out their space. The feature will be rolling out gradually to all users and won’t be available to those of us with more than 5,000 friends and followers.  To promote a post, just click on the menu button on the top right corner of a post, according to images of the feature provided by Facebook.

The new service will cost about $7 in the U.S., though prices may vary, the company said.

You won’t be able to change the privacy settings on the post you’re promoting, so if it was set to just that person’s friends, then only your mutual friends will see it if you promote it.  To safeguard privacy, promoted posts will be visible only to users permitted to see the original messages.  One potential issue, though, is that you don’t need a friend’s permission to promote their posts. And depending on what they said, the added viewers might not always be appreciated.

Facebook is trying to find new ways to generate more revenue from its 1.1 billion members. In the past year, the company has announced mobile advertising, tools for marketers on and a feature for users to send friends gifts via the site.

The tool for promoting friends’ posts will be gradually introduced globally, Facebook said.

The social network already operates a service that lets companies pay to promote posts.

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More and more people are accessing the web these days through mobile devices.  Increasingly shopping and purchasing are being conducted on line through smart phone and tablets.   The opportunity to conduct e-commerce and sell products through mobile shopping has increased significantly.  With this mobile trend firmly intact, it is important that your business optimize its site to make sure buying online through mobile devices is a positive experience for these consumers.

Make sure your site and the items on it are easily found and viewable on a mobile device. If a consumer has to pan around, pinch and expand things in order to make a purchase, they’re likely not going to do it. A good mobile shopping experience is one that is fully optimized for the smaller screen, takes advantage of touch screen technology and also offers a fast checkout in as few steps as possible.

Mobile devices have limited bandwidth.  All e-commerce businesses should make sure the payment process can be done in a single, efficient manner.  The more steps between the buyer and the final transaction, the greater the risk of them abandoning the shopping cart and completing the transaction. If a retailer’s process is not optimized for mobile, they are likely losing sales to a slow and painful experience consumers just don’t have patience for. You don’t want the customer to get frustrated and never return.  If possible e-commerce providers should try and use a card vault solution for credit card data that enables the possibility for both online and mobile transactions.

Lastly, make sure site is as secure for mobile shopping as you would for online shopping using a desktop computer.  Costumers are more likely to lose a mobile phone than a laptop or desktop and they are less likely to have password protected the phone than the laptop or desktop. Consumers need to know that if they lose their phone or it gets stolen, their credit card information is secure. Taking steps like encrypting credit card data directly on the device as soon as the user enters it or implementing a one-click checkout so that the user never has to enter credit card data on the device help to ensure that if a mobile device is lost or stolen, others can’t gain access to their credit card data.

It is important that e-commerce companies and payment providers take all of these factors into account to improve mobile purchasing and capture the mobile commerce opportunity.  The more comfortable consumers are using mobile to make transactions the more money e-retailers stand to make.

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