One feature of WordPress that many small businesses love is that it is technically possible to put your own site together. Pick a theme; pick a web host; throw your site together, and enjoy an affordable new look for your business, right?
Unfortunately, this approach rarely works out the way you want it to. Not only does WordPress offer a rich landscape of options and possibilities if you take the time to hire a little bit of WordPress help, but a little professional support can keep you from making some pretty big mistakes. Here are just a few problems the right WordPress help can assist you in avoiding.
Mistake 1: Failing to Update Default Settings
You may not realize it, but WordPress has a number of default settings that they will incorporate into your website unless you specifically change them.
For example, WordPress will add the tag “Just another WordPress blog” to each of your blog posts. Unless you want customers to think you don’t value your content, you will need to change this tagline to something that is appropriate to your business.
Similarly, WordPress may include a sample page on your site, add standard URLs, and add other default settings that could reflect negatively on your site.
If you want to avoid looking like a rookie (even if you are), you may want to hire some WordPress help. Their expertise can ensure that all your default settings become customized additions to a great site.
Mistake 2: Failing to Make Regular Updates
Your basic WordPress site, as well as all plugins, will require regular updates. These updates provide critical security support and compatibility features that allow them to offer your site ongoing benefits. Failing to install these updates creates an environment on your site that can more easily be hacked.
Updates, however, can be hard to keep track of, especially when you have a lot of elements in your site that all need regular support. Plus, updates sometimes make people nervous because they are afraid that the update will change or break something about their site.
In these cases, some professional WordPress help can be the support you need to keep track of, and successfully implement, WordPress updates.
Mistake 3: Choosing a Bad Plugin
WordPress’ enormous number of plugins can feel dizzyingly exhilarating when you are setting up your site. Unfortunately, however, not all plugins are created equal. Some are no longer receiving updates. Others are susceptible to hacks. Others simply will not work the way you want them to.
If you want to enjoy the greatest possible benefit from your WordPress plugins, you will need to hire some WordPress help to give you the guidance you need. Professional insight into which plugins to use can help you avoid bad plugins and use the highest quality features available (as well as help you create new, customized features to meet your unique needs).
Mistake 4: Failing to Backup Your Site
Finally, many newbies to the WordPress world forget one very important step: Creating a reliable backup for their site. Just as you backup your content (you do backup your content, right?) so you need to backup the rest of your site.
Why is backup so important? Backups prevent what could be nothing more than annoying issues (such as a hack that erases your site) from turning into major hurdles that require you to rebuild all or part of your site.
Finding WordPress help in the form of an experienced and reliable WordPress developer can be the right choice if you want to create a beautiful, customized site without the problems that often accompany WordPress site creation.
Here at Distinct Web Design, we offer help in building WordPress sites that meet customer needs in beautiful and creative ways. If you feel that you need WordPress help, do not hesitate to reach out for the assistance and support you need to stand out on the Internet.
Part of building an effective digital marketing strategy is creating business advertising that captures the essence of your company. That means that good business advertising communicates clearly with your target audience. You can create campaigns that get your company in front of your target audience and that put ads right where your customers are exploring on the Internet, but unless your messaging works, those ads are unlikely to have the effect you want.
So what do you say in your business advertising? You know that your company is unique and has much to offer your customers. So how do you communicate that uniqueness and that potential to the people who can benefit from it the most? Here are some messages to consider including in your business advertising.
Use power words in your business advertising.
Even if you have been promoting your business for a long time, you may not be aware of power words. These are words that are particularly effective within business advertising because they have the power to capture the attention of your target audience and motivate them to take action.
Examples of power words are the following:
- How To
There are literally hundreds of power words from which you can choose. Selecting the right ones will depend largely upon your business and your target audience. The best strategy is to begin to incorporate the words you think will resonate best with your target audience, and then test your business advertising to see which ads do best. These ads will show you which words are most powerful for your particular company.
Emphasize what is unique in your business advertising.
Your company is one of a kind. And, you believe in the value it can offer to your target audiences. Otherwise, you would never be in business and, quite frankly, you probably wouldn’t have very many customers.
However, do you know exactly what makes your business different from everyone else in the industry? And do you know exactly what benefits your company offers to your customers? Perhaps even more importantly, do your customers know?
One of the keys to effective business advertising is being able to clearly communicate the unique value your company offers. Called the unique selling proposition, this value is the thing (or things) that are true about your business that mesh with your customers’ needs.
For example, if you sell toys, your unique selling proposition might be the free toy repair you offer customers, the affordable prices, or the fact that you sell vintage toys that are hard to find elsewhere.
Once you know what your unique selling proposition is, you need to incorporate it into all of your business advertising. When your business advertising clearly communicates this message, your customers will be more likely to seek you out as the solution to their needs or problems.
Embrace your brand values in your business advertising.
Hopefully, you have taken the time to establish a true brand for your business. This means that your company has a voice, and values, that are reflected in your logo, messaging, and yes, business advertising.
When you are creating business advertising, one of the messages to include in some of your ads are your brand values. For example, do you have a fun voice to go along with your bright toy store? Consider using words and phrases and imagery that reflect that fun personality. On the other hand, do you have a professional voice to go along with your law firm? Include that sense of competent expertise in your business advertising. The more your ads reflect the heart of your brand, the more memorable, and desirable, your brand will be to your target audiences.
Offer potential customers a deal in your business advertising.
Customers love deals. And while they are particularly on the hunt for bargains during the holiday season, you can successfully leverage deals to earn business all throughout the year. As a result, consider including bargains, deals, coupons, and discounts in your business advertising.
For example, is free shipping standard practice in your company? Make that known to your target audiences in your business advertising. Do you offer discounts for purchases over a certain amount? Create an ad about it so people feel free to buy just a little more from your store.
When you can offer irresistible deals and offers through your business advertising, you really hold the key to your target customers’ hearts. Not only will you be offering them things they want and need, but you will be doing so in a way that promises to save them money.
Reduce risk through your business advertising.
Finally, you may want to take steps to reduce risk through your business advertising. Customers are naturally risk averse, and in a digital age where personal information is often compromised, they want assurances that their information is safe with you and that you will deliver the products and services you promise them.
To that end, consider adding elements that reduce risk in your business advertising. For example, add in money-back guarantees, free returns, and third-party verification (such as customer testimonials). When people know that there are ways to mitigate their risks, they are less likely to shy away from your company and more likely to fully embrace it.
The right business advertising will have the right messaging. If you need help crafting compelling messages, do not hesitate to reach out to Distinct Web Design. We can not only help you craft a compelling digital marketing campaign, but help you write the messaging that will win you leads and customers over the long term.
The New Year is the perfect time to make changes in your life. As a business owner, you may want to focus less on losing weight and eating healthier and more on making changes that will help your business thrive in 2019. Here are a few business advertising strategies to make right now, and ideas for making sure you stick with them.
Trim the fat from your business advertising endeavors.
Every dollar counts when you are running a business, so stop wasting so many of them on business advertising strategies that don’t work. We’re looking at radio spots that may or may not reach your target audience, Google AdWords campaigns that are hit or miss, and overpriced banner advertising.
Instead, resolve this year to trim the fat from your business advertising by adopting digital marketing strategies that are both affordable and effective. Find a digital marketing professional (like Distinct Web Design) who can help you build buyer personas, create targeted AdWords campaigns, develop effective social media marketing, and more to achieve business advertising that works, and that actually fits within your budget.
Start thinking local with your business advertising.
If your ads for your Greencastle business are showing up in front of people from California you had better (1 Be able to ship out there or (2 start adopting a local business advertising strategy.
For most small businesses, option 2 is going to be the logical choice. After all, Bay Staters aren’t likely to want flowers from a Greencastle florist or dinner from a Greencastle restaurant, and showing your ads to such a far flung audience is just a waste of marketing dollars (see resolution 1 above).
Instead, start adopting targeted business advertising. For example, think about local search engine optimization (SEO). Geotarget your Google AdWords campaign to your preferred area. Adopt social media. And start enjoying local advertising that leads to more inquiries from people who actually live close enough to patronize your business.
Get the most out of your Google AdWords campaign.
If your business advertising needs some sprucing up after the holidays, you may want to start with your Google AdWords campaign. After all, unless you are already working with a certified Google Partner, you may be missing out on features that make it more effective.
As a result, get the to a Google Partner (like Distinct) and start getting more out of your Google AdWords campaign. What does that look like? More effective ad copy, better targeting, access to the best strategies and beta testing, and prompt customer support when you need it.
New Year’s is right around the corner. Resolve this year to make the most of your business advertising efforts with more efficient spend ding, local advertising, and a better Google AdWords campaign. And let Distinct help you reach your goals. We have a track record of improving the websites and advertising strategies of small businesses. Give us a try.
One of the most important metrics for any Google AdWords campaign is the click through rate (CTR). Defined as the number of clicks your ad receives, divided by the number of times it is seen (otherwise known as impressions), CTR tells you how much interest your ad is generating. A strong CTR of 1 percent or above is an indication that your ad is working as you want it to in order to reach your target audience.
However, if you find that your CTR is less than 1 percent, or is declining, or if you simply want to make even more progress with your Google AdWords campaign, there are a few strategies you can try. Here are four easy-to-use tips for improving the CTR of your AdWords ads.
Tip 1: Create compelling headlines.
The first thing people will see in your Google AdWords ads is the headline, so make it count. How? Start by including your main keyword right in the headline so people know what your ad (and your business) is about.
However, strategic keyword placement is not enough. You also need to pique their interest with copy that shows them you understand and can respond to their pain points. For example, ask a question (“Tired of mass-produced jewelry?”); offer a deal (“30 percent off engagement rings”), or incorporate symbols to make your headline stand out.
Tip 2: Use strong copy in your Google AdWords ads.
Despite the effectiveness of a strong headline, most of the impression you will make on your audience is going to be with your ad copy. Once people get past the headline, they will be looking for more evidence that your site offers what they need.
To that end, you must also create compelling ad copy. And yes, using keywords is part of writing Google AdWords copy that earns you click throughs. However, you should also use strong, clear language that encourages visitors to take action.
For example, include a strong call to action (“Buy now”) that tells the reader exactly what to do next. In addition, use power words. These are words that catch people’s attention, like “free,” “expert,” “proven,” etc. When you can offer, for example, “expert advice on diamond selection,” you stand out, and increase your chances of earning a click through.
Of course, you should always use power words, keywords, and calls to action within the context of well written copy that demonstrates an understanding of your target audience’s needs and your company’s ability to meet them. With great copy, readers will be happy to click through to your landing page and learn more about your business.
Tip 3: Use Google AdWords extensions.
Did you know that you can add a variety of text features to your Google AdWords ads? Called extensions, these features can have a positive impact on your CTR.
For example, extensions can allow you to add contact information, location information, text snippets, and more to your ad as a way to appeal to readers.
Not every extension may be possible or desirable for your Google AdWords ad. However, a Google Partner (like Distinct Web Design) can help you identify and implement the ones that will work best for your business and appeal to your target audiences so you can earn more click throughs for your ads.
Tip 4: Use your main keyword in your Google Adwords’ ad URL.
Every Google AdWords ad you have will include a URL that is visible to readers. This URL can be used to build trust (and therefore click throughs) with your target audience if you place your main keyword in the URL.
The presence of this keyword can be reassuring to your audiences because it tells them that your site is directly related to the information they are looking for. As a result, including it can make them more confident in, you guessed it, clicking through to your landing page.
Google AdWords ads can yield a higher CTR with the right approach. If you create strong headlines, write strong copy, use extensions, and place your main keyword in the URL, you can encourage people to click through to learn more. If you need help creating and launching an effective Google AdWords campaign, consider hiring Distinct Web Design. We are a Google Partner with certified expertise in Google AdWords, and we can maximize the effectiveness and profitability of your next campaign.
So you have started up a Google AdWords campaign. Congratulations! Your business is on the way to enjoying greater online visibility without spending exorbitant marketing dollars.
However, do you know how to track the success of your AdWords campaign? And, more importantly, do you know how to recognize when your campaign might need a little bit of help? Here is a look at some of the signs that all is not well with your AdWords campaign.
AdWords Campaign Warning Sign 1: Low Click Through Rate
Your click through rate (CTR) refers to the percentage of people who click on your ad to get to your landing page. The higher the CTR, the more successful your AdWords campaign is.
CTR, however, can also indicate a problem with your AdWords campaign. Since factors such as the keywords used in the copy, the language used in the ad, and more, can influence whether or not someone decides to click on your ad, a low CTR is a sign that something is wrong with your campaign.
So what is a low CTR? According to Google, for a search campaign, where you are trying to target people looking for information on certain search terms, the CTR should be anywhere from .75 to 1 percent.
As a result, if your AdWords campaign is yielding a CTR of less than .75 percent, you may need to tweak your approach, either by changing your ads, your keywords, your targeting, or something else. Identifying the exact problem and finding solutions may require the expertise of a Google Partner like Distinct Web Design. We know Google AdWords inside and out and can quickly help you locate and fix the source of the low CTR problem so you can begin making stronger profits from your campaign.
AdWords Campaign Warning Sign 2: Reduction in Metrics
Of course, you can also pick up on potential problems in your AdWords campaign by noticing how your particular metrics trend (you are tracking your metrics, right?).
For example, say an AdWords campaign, or a particular ad, has a CTR of 1.5 percent. Your campaign is doing great! However, say that over the course of three or four days, it starts to deliver a CTR of 1 percent. You are still within Google’s suggested metrics, but you are seeing a pretty sharp decline in the performance of this campaign.
Other metrics to watch include things like your conversion rate and how each ad is impacting your overall budget. If you start to notice problems, it might be time to evaluate your AdWords campaign and potentially make some changes. Maybe the best keywords to use are changing or maybe your copy needs a refresh. Whatever the issue, declining performance is a sign that some investigation is needed.
However, try not to panic at the first dip in your numbers. Small variations are normal. Instead, focus on issues that are persistent over the course of at least three days. And then seek out the help you need to identify and fix the underlying problem.
AdWords Campaign Warning Sign 3: Problems With Keywords
Finally, your AdWords campaign may be in trouble if you begin to have issues with your search terms. For example, you should be able to see which search terms are associated with your ads, that is, which searches yield your company’s advertisements. If you find that these search terms match the terms that are most relevant for your business and for your target audience, then you are doing well.
If, however, you find that your ads are appearing in searches that seem irrelevant to your business or target audience, you may need to revisit the keywords you are using in your AdWords campaign. It is possible that changing your keywords will help you show up in more relevant searches and, as a result, enjoy greater performance from your ads.
Problems with your budget might also indicate problems with your keywords. For example, you may find that you are spending lots of money without having a strong CTR, impressions, or conversion rate to justify the expenditure. In these cases, it is possible that your keywords are too competitive, not common enough to yield enough impressions, or otherwise a poor fit for your AdWords campaign.
Whenever you see signs of potential problems with your AdWords campaign, you would be wise to seek out professional support in identifying and correcting the problem. In fact, the right AdWords Partner, such as a Google AdWords expert like Distinct, can help you avoid problems by helping you put together a strong campaign to begin with. And that can mean more profits with less expenditure: Definitely a small business win.