Many digital marketers and customer experience professionals are responsible for the look, feel and design of a website all year round. It can be tough trying to stay ahead of the curve, keeping abreast of all upcoming digital trends. Global consultancy firm, EY found that almost 80% of companies say their customers are changing how they access goods and services. It matters more now than ever to understand how your customer wants to interact with your brand, and how they want to use your services. So what are some of the ways digital pros can drive website traffic? Here are our top tips:
- Adopt a multi-analytical approach
Wading through Big Data can seem like a daunting task for any digital marketer. According to HubSpot’s 2016 State of Inbound report, 46% of marketers said that proving the ROI of their marketing activities is a major challenge they face in their day-to-day. Make use of the many free analytical tools out there to help you get a strong grasp on how people are interacting with your brand online. Establishing a multi-analytical approach allows digital marketers to identify the true ROI of their activities across many platforms. Tailoring your content to those who actually visit your site will have them coming back time and time again.
- Ensure your web pages are secure and up to date
Keeping a close eye on your web pages and the potential threats coming your way can save you a lot of time in the long run. Make sure you always have the newest versions of your platform and scripts installed and, for larger sites, consider using a content delivery network. This minimises the risk of technical issues, ensures you are storing data correctly, and minimises the chance of a security breach.
- Choose a responsive design format
Responsive design is where the content of your website adapts to fit the device on which it’s viewed. According to Deloitte, 76 percent of shoppers state that they look at a retailer’s website or app to become aware of a product or category on their own, and many of these will be mobile users. We are crunching through data on planes, trains, at work and on top of mountains. Opting for a responsive design can keep your customers engaged no matter what device they are using.
- Ask yourself…is the content relevant
Brands have a story to tell. They want to appeal to their audiences, building a connection through content whether it’s written or visual. The urge to list all the weird and wonderful attributes that make them unique and all the amazing things they have lined up right on the homepage is irresistible. But your audience will not want to hover on a site that is plagued with irrelevant content.
- Check in with your social channels
Harness the power of your social networks. These are portals for sharing content. One thing though. Before you decide to spam all of your news feeds with blogs, event invites and landing pages, make sure you’ve run through whether the platform is right for the brand. LinkedIn is a great environment for companies in the B2B sphere looking to build awareness and forge relationships with other industry players. Facebook and Twitter on the other hand can give you a voice to a wider audience pool. Strategy first, post later.