Article | March 11, 2021
When you’re an expert in something, you forget that not everyone else is. Because website content, user experience and design best practices are like second nature to me, I now realize I was wrong about DIY websites. They are not a good idea.
Unless you are in marketing, don’t do it. You’ll make a mess.
This year, I’ve worked with a few companies who insisted on updating their websites with the new copy I created for them. These are brilliant companies lead by brilliant people who are leaders in their field. They are phenomenal clients, and I respect them tremendously.
But their websites are just … wow. And not in a good way.
Why DIY websites are a bad idea
Would you do your own dental work? Install and landscape a pool? Replace your home’s wiring and bring it up to code?
Now, some smart asses out there would say yes. Dentists, professional pool installers and electricians would say yes. But you get the idea.
The crux of my argument is:
Leave it to the experts.
And yes, I do realize that there are some amazing DIY website platforms out there. They were specifically created to help non-experts build a web presence.
But these platforms don’t let you color outside the lines, so to speak. Once you start changing the design of the theme or template, you are headed into wow-not-in-a-good-way territory.
The most common mistakes DIYers make
The biggest mistakes fall into three categories: content, user experience and design.
The number one content mistake I see is what I refer to as “inward-facing” copy. It’s about the company, not the client. Instead of speaking directly to the clients’ needs and saying, “We do this for you,” it’s more like, “We do this.”
It’s very me, me, me and we, we, we. Which is a big no, no, no. Your clients don’t care what you do. They care what you can do for them.
A lot of companies also write way too much, bunching words in dense paragraphs that no one is going to slog through. And because it’s so hard to write about yourself, messaging tends to be fuzzy. Essential elements, like calls-to-action, are often missing as well.
The list goes on, but if you add up just the above, you are left with a website that doesn’t make a good impression. And that leads me to user experience.
User experience mistakes
User experience, also known as UX, is an important niche within web design. Without a good UX, your bounce rate (how quickly people leave your website) will be very high.
(And yes, I know I’m a copywriter, but I have to understand UX to write good web copy.)
Most UX mistakes that DIYers make have to do with navigation.
For example, I see content broken out into too many pages. Instead of grouping a company’s history, approach, mission and values on one page, each of these topics get their own page. I don’t know of anyone who will patiently click through four pages of a website to learn this essential company information.
Good UX also ensures each page is a “closed loop,” aka, web visitors never hit a dead end. They can always navigate to another page from the page they’re on, whether it’s a contact form, a case study or a blog post. This ensures they always have more to do (and it keeps them on your website, which is a good thing).
Web design mistakes
Even though I was super into art when I was young, I never in a million years would attempt to design a website. It’s an art and a science.
Good web design uses different (but corresponding) fonts, colors and sizes to vary the texture of the copy. It also sizes and aligns images just right, adds contrasting blocks to signal you’re in a new section of content and keeps your eyes engaged and the brand visually coherent.
This is a tough balancing act that requires excellent graphic design skills.
As I alluded to above, I don’t mess around with it. If I did, my website would look like a first grader designed it. And that’s not exactly the vibe I want to give off.
So now what?
If you’re now thinking, “Oh crap, I wonder if my website is a POS,” I suggest hiring a marketing agency to do a website audit of your front end (what web visitors see) and back end (the configuration and apps that are running your site).
You might find out that your website only needs a few tweaks to. Or, you might find out it needs a full overhaul.
Either way, you’ll end up with a more functional website that better serves your clients. At the end of the day, it’s all about them anyway.
Article | June 2, 2021
Before the pandemic, the business sector of near about all industries were heightening rapidly and planning for new opportunities. Whether it was private or government, small businesses or large enterprises, each sector was trying to enhance in every aspect. The Covid-19 outbreak changed the way businesses approach towards potential customers as well as marketing strategies. Indeed, even as the world starts to re-open all the more forever, it is evident that the pandemic will have a lasting impact on consumer behavior and brand-to-consumer engagement.
SURVEY REPORTS FOR ADVERTISING AGENCIES DURING PANDEMIC
The global advertising agencies market confronted at decline from $346.9 billion in 2019 to $346.5 billion in 2020 at a compound annual growth rate (CAGR) of-0.12%. The decay is chiefly because of the COVID-19 flare-up that has led to prohibitive regulation measures including social distancing, remote working, and the discontinuance of businesses and other commercial exercises bringing about operational difficulties.
The whole production network has been disturbed, affecting the market contrarily. The market is then expected to recuperate and reach $418.3 billion in 2023 at a CAGR of 6.48%.
In March 2020 the review of U.S. advertisers and advertisement offices tracked down that 89% of respondents had put forth changes to their promotional efforts because of the COVID-19 upsurge. Among the most intense changes made was, dropping a campaign totally as per 34% of reacting industry experts. At the point when the inquiry was rehashed in April, the percentages had increased to 44.
Near about all regions worldwide experienced a reduction in media financial plans in 2020, for instance by 46% in the LATAM region. However, the pandemic particularly showed its impact in 2020, with the average allocated money being cut radically.
As per study information, in the first half of the year 2020, 29% said they investigated new channels for new organizations and another 29% offered new administrations to customers, while 17% even wandered into new enterprises.
Decrease in ad spends worldwide in 2022 compared to previous predictions due to coronavirus will be 17.72 billion USD.
According to a survey of 400 media buyers and brands, 74% believe the COVID-19 pandemic has a greater impact on their advertising spends than the 2008 financial crisis.
ADVERTISING CHALLENGES DURING COVID
Cyber security issues
Consumer behavior changes
Lack of team support
Adoption of new technology
Unable to maintain client relationship
Decreased creativity & productivity
HOW COVID-19 HAS CHANGED THE PLANNING AND THE STRATEGIES OF ADVERTISING AGENCIES
The advertising industry experts have changed their approach in terms of strategies, investments, and campaigns to reach potential consumers. They initiated very influential steps to attract their target audience.
Artificial intelligence in advertising during COVID
The expansion of Artificial Intelligence (AI) in advertising during COVID is acquiring fame in the advertising organizations market. Significant players working in the business are constantly centered on introducing innovations and technologies to better fulfill the requirements of customers. For example, as of May 2019, as per a review, 47% of publicists are right now utilizing Artificial intelligence for audience targeting.
Before the pandemic, the Experts noticed that more than 8000 advertisements are presented to the Americans in a day. Presently, with everybody constrained inside, customers can just see ads in their homes. This is a unique opportunity for the advertisement industry to expand its presence on social media during COVID-19 like; Facebook, Instagram, Twitter, Pinterest as well as television. 58.11% of the total population is dynamic via web-based media when taking a look at qualified crowds matured 13+ years, ascending to 82% in North America.
Safety is utmost important
We all are aware that the pandemic has shocked everyone and made people skeptical towards everything. In this particular situation, it is essentially important to keep safety on priority and serve the customers on precautionary measures. Make them feel that your big concern is to make their life easier by providing quality products or services following safety.
E-commerce is ubiquitous
The COVID-19 pandemic has sped up e-commerce growth worldwide. Reacting to this pattern is the main concern for 2021 with brands presenting plans to reevaluate conveyance and exploring different avenues regarding new models. Some are analyzing direct-to-consumer option, searching for approaches to make it simpler for customers to repurchase. This adaption will have a very optimistic impact on brand strategy and media investment.
QUICK ADVERTISING TIPS DURING COVID
Being relevant to consumers’ needs assure them that they are not being ignored in the time of pandemic and feel that they come in your priority.
Turn your business online to remain associated with your consumers. This will definitely help you to reach potential customers and valuable opportunities.
Strengthen your relationship with your customers by communicating, exchanging life stories of caution and triumph. This shows that the company thinks beyond business and care about their customers.
Design & execute a low budget strategic model using minimal tools, and people in advertising during COVID.
Undoubtedly, safety is an important issue but when it comes to low prices, offers, people get attracted. Therefore, make sure to wow them always with your new offering plans.
The realm you have constructed is a direct result of your team efforts. In this way, get associated with your team and give them compassion, and plan for future advances.
We are living in uncertainty thus don’t put all your efforts and investments into the present campaign of advertising during COVID. There is no guarantee of the end of the worst. Be optimistic but don’t ignore the negative.
At this point, it is difficult to predict what long haul impacts the pandemic will have on the marketing and advertising industry, or for sure practically every industry. So far estimates for worldwide advertisement spending in 2020 had to be revised from initially 712 billion U.S. dollars to approximately 691 billion U.S. dollars. Nevertheless, primary predictions assert that the advertising spending will come out with flying colors in 2021, once the COVID has lost its impact and the businesses become normal.
FREQUENTLY ASKED QUESTIONS
Q. What are the types of advertising?
There are many types of advertising but mainly 7 are prominent. Broadcast advertising, outdoor advertising, native advertising, display advertising, print advertising paid search advertising, and social media advertising.
Q. Is the advertising industry dying in pandemic?
Unquestionably, advertising agencies faced adverse effects of covid-19 in respect of investments, productivity, creativity, lead generation, consumer behavior changes, etc. But, positively the industry will get rid of the situation soon and become normal.
Q. What is the most effective online advertising?
Online advertising is one of the most prevailing and effective method to escalate your business and reach alluring results in every aspect. Having websites, blogging on daily basis, search engine optimization, social media marketing, and pay per click advertising are the result-oriented approach for effective online advertising during COVID.
Q. Are ads really effective in COVID-19 pandemic?
Yes, indeed, it is effective. People are compelled to be indoors therefore, it is easy to approach the customers with creative, strategical campaigns digitally. The amount of time being spent online has increased during the pandemic as a result of shifting consumer behavior while adjusting to the new normal. Online retail & social media grew massively during the pandemic where online ads reaped huge profits along with e-commerce giants such as Amazon, Facebook & Snapchat. This is why the online advertising market was valued at USD 304.0 billion in 2019 and is expected to touch USD 982.82 billion by 2025.
"name": "What are the types of advertising?",
"text": "There are many types of advertising but mainly 7 are prominent. Broadcast advertising, outdoor advertising, native advertising, display advertising, print advertising paid search advertising, and social media advertising."
"name": "Is the advertising industry dying in pandemic?",
"text": "Unquestionably, advertising agencies faced adverse effects of covid-19 in respect of investments, productivity, creativity, lead generation, consumer behavior changes, etc. But, positively the industry will get rid of the situation soon and become normal."
"name": "What is the most effective online advertising?",
"text": "Online advertising is one of the most prevailing and effective method to escalate your business and reach alluring results in every aspect. Having websites, blogging on daily basis, search engine optimization, social media marketing, and pay per click advertising are the result-oriented approach for effective online advertising during COVID."
"name": "Are ads really effective in COVID-19 pandemic?",
"text": "Yes, indeed, it is effective. People are compelled to be indoors therefore, it is easy to approach the customers with creative, strategical campaigns digitally. The amount of time being spent online has increased during the pandemic as a result of shifting consumer behavior while adjusting to the new normal. Online retail & social media grew massively during the pandemic where online ads reaped huge profits along with e-commerce giants such as Amazon, Facebook & Snapchat. This is why the online advertising market was valued at USD 304.0 billion in 2019 and is expected to touch USD 982.82 billion by 2025."
Article | August 11, 2020
Search Engine Optimization (SEO) has proven to be one of the fundamental building blocks of the digital marketing niche. Almost every online business implements SEO strategies to boost their online visibility and improve search engine rankings.Take into account that approximately half of the web traffic worldwide comes via mobile searches, and your heed automatically shifts towards the all-important domain of mobile optimization.Google has been pressing the point of mobile-first indexing for the past few years. It rolled out the mobile-first index in 2018, but more recently, it has announced mobile-first indexing for the whole web.
Article | August 13, 2020
Marketing is a complex mechanism aimed at developing a business. It can solve a variety of problems. However, one thing remains unchanged–quality Marketing takes into account the needs of customers and solves their problems. With increasing competition and market oversaturation, B2B Customer Marketing is as important as ever, perhaps more. And no wonder, because attracting new customers is five times more expensive than retaining them. In this post, we’ll talk more about why and how modern B2B companies grow their clients.