Marketing Moxie Blog

We need to talk more about price.

Posted by Melanie Tajaard on Tue, Mar 01, 2016 @ 10:03 AM

 Take a look at your website. How many pages do your potential customers need to click through before they find 

price-tag.jpgout how much you charge for what you do?

There's no right answer to this question - there's a valid argument for putting pricing information in various places on a website. However, if the answer is that the customer cannot find any pricing information at all, there may be a problem.

There's nothing more frustrating than searching for a price. Everyone's found themselves clicking through FAQs and 'About Us' pages hunting for some mention of cost. Everyone remembers giving up when the information remains elusive after a few clicks too!

The unfortunate truth is that customers probably won't bother searching through a website if it's difficult for them to find out this crucial information. Why would they when there's always countless other sites that provide the same products or services alongside specific details?

People want answers when they're surfing the web. Even if they're just browsing or following an enticing social media ad, they'll never consider using your services if they don't have at least a ballpark figure attached to you in their heads.

Here are some strategies for presenting your pricing information. Every business and every site is different, so these might not be right for you, but they represent a few simple and effective options.

  1. Price on the Home Page

This might seem a bit upfront, but for some businesses this is ideal. How many websites that you use regularly have their prices in huge type and garish colours on their homepage? It's not the right technique for everyone, but if low price is a part of your USP then you'd be missing a trick not to advertise this on your primary landing page.

If you know that you're on the lower end of the price spectrum for your product or service then this is a great strategy, but it also works if you're promoting honesty as part of your core values. Putting a price, even if it's a starting price, out there before the customer knows your company intimately makes you seem upfront and open.

  1. Price on a Dedicated Page

For more complex services or multiple options it can be good to have a dedicated pricing page. PDFs of full price lists should be available, but there's nothing wrong with listing a handful of your most popular options to give a sense of your cost-range.

This can act as a menu of what you offer, which gives you an excellent opportunity to upsell by offering packages.

  1. Price Behind a Form

This can be polarising, so it depends on your service. If everything you do is highly bespoke, then it's OK to require potential customers to fill in a simple form to get personalised pricing estimates or an analysis of what you can do for them. Also: an email list is a mighty advertising weapon, so this option can have multiple upsides.

Having said this, some casual browsers would rather not have direct contact with a human representative before they know if they're able to afford services or not, so it's still a good idea to give some sense of scale with a 'starting from' price list.

There are as many web marketing solutions as there are businesses, so the right answer for your site may be a combination of these or something completely different.  The important thing is that you think about what your customers want from you and you deliever on that.  If you are ready to take your marketing to the next level, connect with me.

 Connect with Me!


Tags: marketing roi, Marketing planning

Recycling Content is more than ok

Posted by Melanie Tajaard on Mon, Aug 03, 2015 @ 12:08 PM

When it comes to blogging, there should be no shame in recycling content. As experts in the online marketing recycle_contentknow, content is king. This means that a good blog should focus on churning out fresh and high quality content on a regular basis. If you have strong content recycling it can be a great option. Recycled content can even be more successful at the second time of posting.

While the content may require some updates – more up to date statistics, updating the existing post helps to continue to leverage existing SEO position where a new blog posts on the same topic has to start from zero in terms of achieving a search position. 

If the content is much older doing an entirely new blog post might be the best option.   

Not all content needs constant updating, but often a great blog post is buried under many new posts. In such instances, the recycling would be an excellent way to promote the content without changing anything, except perhaps the calls to action. Linking such content with others on the blog post could also be an appealing opportunity. If newer readers didn’t see the previous content, recycle it for their benefit.

How to Recycle Content for Blog Posts to different formats

Blog posts should not only be current, but also shareable, engaging and readable. Consider updating content with a new visual, an infographic or new insights.

Although the reader will need current content, recycling has its place too. Experimenting with a few post updates and see which gets the uptake.  Looking for more marketing inspiration, download your copy of Tips to Creating Remarkable Marketing Campaigns.  

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Tags: Marketing planning

Tips to Create an Effective Website

Posted by Melanie Taljaard on Thu, Jul 31, 2014 @ 09:07 AM

halifax web design 

Regardless of the type of business, a website is an invaluable asset. It is often the first point of contact that potential customers have. It is how that potential customer determines whether or not a business, product or service can meet their needs, answer their questions or solve their problems.

Effective websites should provide information about the business, and should be informative and engaging. When a visitor lands on a site, he or she should get an immediate feel for what the business has to offer, and should feel compelled to stay on the site because it provides value.

What Are The Elements Of Effective Websites?

There are numerous elements that make a successful site, some more obvious than others. The following is a basic list of qualities that a business site should have:

Ease Of Navigation

A good-looking site with catchy graphics is great, but how easy is it to navigate? Visitors to a site should be able to find what they are looking for quickly and easily, without having to hit the back button every couple of minutes. Pertinent information should be clear and easy to find. To find out if a site has this quality, it is important to view the site as though it is your first time visiting it, or hire someone to evaluate the site for you.

Accurate, Up-To-Date Contact Information

It is surprising how many sites fail to do this. There should be contact information on every page of a site. It should be easy to find and current.

A Solid, Compelling Call-To-Action

A good call-to-action (CTA) makes site visitors want to take action. That action may include signing up to an email list, downloading content or clicking a link to get more information. Different types of CTA work better for some pages than others. This is an area where split-testing can be helpful. Test out a couple of CTA's to find out which one works best.

Fast Loading Time

A flashy page may capture attention, but that attention is quickly lost if the page takes too long to load.  Effective websites don't lose visitors because of slow site speed. There are numerous ways to speed loading times. There are tools that can help determine if a page has a good loading time. If it doesn't, some work on the site needs to be done.

Informative Content Using A Variety Of Media

The saying "content is king" has become popular for a reason. Websites that provide a steady flow of good content get more visitors, capture more leads and generate more sales. The best sites incorporate a variety of content on their site. Good graphic images, video, slideshows, infographics and articles appeal to a wide audience and add value to a site.

Social Media Integration

Effective websites harness the power of social media to help boost traffic and engagement. There are a number of ways to do this, but one must is social sharing buttons. This makes it easy for visitors to share content with their networks.

Continuous Evaluation

Businesses should constantly monitor the progress of their site, and should periodically "clean house" to ensure that the site is staying current, relevant and that there are no problems. The marketing world changes rapidly, and that means that websites should be consistently evolving as well.

Following these guidelines will help businesses get the most out of their site, and ultimately increase leads and sales, as well as brand trust and recognition. It takes some work, but the return on investment makes it worthwhile.

Looking for more inspiration, download our free guide, The Ultimate Guide to a Killer Website.

Download Now!

Tags: Marketing planning, website marketing, content optimization system

Is your website leaking?

Posted by Melanie Taljaard on Wed, May 28, 2014 @ 07:05 AM

stop loosing leads

Lead generation is one of the factors that matters the most in internet marketing, but is often overlooked. It could often be said that sites end up leaking visitors who would otherwise become customers. What is a savvy marketer to do if they want to make sure they retain all possible leads?

There are several elements that do make a difference. Effective sites need to have:

  • Calls to action that motivate visitors
  • Lead capture forms that enable easier data collection
  • Overall closed loop strategies

A Good Call to Action Makes the Difference

Anyone who has ever purchased a product or service because of a good sales page probably followed a call to action. Though calls to action are used on webpages, blog posts and other online media, many underestimate their importance. One thing to keep in mind is the fact that many visitors are attracted to a site because of the information provided, but it is crucial for them to know how to follow up on it. This is how visitors are converted into leads.

Capture Forms

Many website owners have yet to realize just how vital the lead capture form itself is. This is the one part of a site that effectively pulls together visitors, email contacts and current customers. One way in which the most successful business owners make an impact is by offering free content and other incentives, such as webinars or product trials. It is important to keep things as simple as possible, while instilling confidence in any prospects who might decide to sign up.  

The Closed Loop Difference

Lead capture forms are part of an overall strategy known as a closed loop marketing.  Closed loop marketing ensure your campaign addresses the needs of the prospect from their first site interaction to post purchase.  With closed loop marketing you’ll be  able to see a customer’s steps through the sales process and design the marketing pieces that facilitate the movement from prospect t customer to referring customer. 

Putting It Together

Lead generation is easily attainable when a good overall strategy is used. Internet-based business owners will always benefit the most from gaining a better understanding of exactly what their typical prospect is looking for. 

Are you ready to stop the lead in your website – and begin capturing every lead and put them in your marketing funnel. 

Contact us today to talk about how Inbound Marketing can help you turn all site visitors into prospects and paying customers. 

Connect with Me!

Tags: Marketing planning, evaluating marketing, inbound marketing, website marketing

Spring Cleaning for your Marketing

Posted by Melanie Taljaard on Fri, May 09, 2014 @ 07:05 AM

hubspot provider halifax

 

Spring has been terribly late coming to Nova Scotia.  That’s if it’s here at all.  So perhaps you’re justified if you haven’t started your spring-cleaning yet. Spring cleaning isn’t just for the home – your marketing could likely use a little spring cleaning too!

Just like spring cleaning around the house – the list of things you could do to tidy up your marketing is … well, endless.  But I am not going to suggest you wash down every wall and baseboard, rather here are my top 7 tasks to freshen up your marketing this spring.

1.             Review your goals and results. 

We are ¼ of the way through 2014—you still have lots of time to achieve your goals (if you wrote some).  If you didn't write any – it is not too late.  Create goals that can be achieved in the next 8 months or review your goals and evaluate your efforts to date.  

2.             Clean up your lists

When was the last time you cleaned up your list (from your lead management tool or your email marketing tool?)  Hard and soft bounces are costing you (hard dollars if you pay per contact) and they may also be causing you deliverability issues as bounces are held against you by many email providers.  Did you know the age of a lead is a significant factor in the likelihood of conversion?  More leads aren’t always better—old inactive leads should be cleaned out.  Just like you take the garbage out now and again, it’s time to review contacts—clean out bounces, segment your lists and tidy them up.

3.            Dust off and Repurpose the Good Stuff

Content is king-–well-crafted content is valuable stuff.  Google loves it (which helps you come up higher in search and your prospects love it too).  Of course the well-crafted part of that is essential.  If you have an ebook, guide, webinar, newsletter or blog that your clients appreciated at one point – there is a good chance you could repurpose it by freshening it up and putting it to work for you.

4.             Throw out the unused tools and programsmarketing spring cleaning

Sometimes spring cleaning can be profitable if you have a garage sale with the finds.  Marketing spring-cleaning can also result in savings.  Review the programs and tools you’ve signed up for and cancel or unsubscribe from what you are no longer using. 

5.             Have a quick walk through your entire website

When was the last time you had a quick walk through your website – checking on each and every page for broken links, missing alt tags, page titles that could use a little cleaning up?  Use a tool to make this tedious but important task beneficial.  I use Hubspot Page Performance tool to see all my webpages in one snapshot.  It highlights and prioritizes what needs my attention.

6.             See who is supporting you and say thanks

Nothing speeds up spring cleaning more than team work – whether it’s the neighbor that helped rake up last year’s leaves or shared a load of garden mulch. In the world of online marketing help from other organizations often comes in the form of inbound links.  Have you had a look lately to see who is sending traffic to your site? You may be surprised to see who supports you.  Review your incoming links and take the time to say thanks to those who support you with a link.

7.             Set priorities and focus for the coming months

Are the lazy hazy days of summer right around the corner?  I am not so sure, and in my business (and likely yours too) there will still be lots to do).  It’s time to set priorities and refocus to make the most of the next 8 months of 2014.

Do you think your marketing could be more effective?  If so contact me today for a free inbound marketing assessment.

Connect with Me!

Tags: evaluating media efforts, Marketing planning, evaluating marketing, inbound marketing, website marketing, online marketing, internet marketing, lead generation

Realizing Marketing Goals with a Marketing Retainer

Posted by Melanie Taljaard on Tue, Apr 29, 2014 @ 18:04 PM

The goal of every business is to make money. Increase sales, and or increasing the customer base of the business, but that isn't always as simple as it sounds. Reaching a larger audience is something that every business should strive to do, not just to survive but to expand. Successful companies are successful because they manage to do this through the use of a focused marketing strategy.

marketing strategy halifax

When it comes to planning out one’s marketing strategy, companies have three basic choices: do it themselves, hire a marketing agency on a per project basis or hire a marketing retainer. The following are a few of the advantages that hiring a marketing agency on a retainer will provide:

  • A clear marketing budget – Businesses that hire a marketing agency will have the same agency working for them on multiple projects throughout the year. The fee will be decided upon upfront. This is a huge advantage, because it allows companies to know exactly what their advertising budget will be for the entire year as opposed to hiring an agency for one project at a time. Agencies working on one project at a time often charge an hourly rate, making figuring out a yearly budget almost impossible.
     
  • A strong relationship – Companies that use a marketing retainer will develop a strong relationship with that specific agency, making it easy to work together on project after project. After a short while, the agency will be familiar with the wants and needs of the company and it will be easier to create and produce marketing campaigns that fit those wants and needs. This is in stark contrast to having to hire a new agency for every new marketing project. Not to mention that companies that hire marketing agencies on retainer will find that they become a priority for that company, meaning that the best employees will be assigned to the company’s ad campaigns throughout the year.
     
  • The company can focus less on their marketing campaign – With a marketing retainer in place, the company does not have to focus as much of its resources on their marketing strategy. Not only will the agency on retainer complete the marketing campaign that the company desires, they will see it through to the complete end – making sure that it is operating successfully. Any lessons learned from that campaign will then be used on the next project. This means that the company does not have to worry about having to focus any of its resources on keeping up with their advertising campaign.
     
  • A clear marketing strategy – Hiring an agency for one project at a time can be problematic in terms of the big picture. While most ad agencies will do a good job within the parameters of the project, they have no say in the big picture. By hiring a marketing agency on an ongoing retainer, a clear marketing strategy for the entire year can be discussed and implemented, which means that all the different marketing campaigns created throughout the year by the retainer will fit into the overall marketing strategy of the company. A clear overall strategy will lead to much better results than a number of different marketing campaigns that don’t have the same goals or purposes and that have no obvious connection other than the product or service.

These are just a few of the advantages that hiring a marketing retainer to oversee a company’s marketing strategy over hiring an agency on a project-by-project basis. For more information about a marketing retainer, contact More in Store today.

Connect with Me!

Tags: marketing roi, evaluating media efforts, outsource marketing, Marketing planning

More Marketing Pitfalls

Posted by Melanie Taljaard on Wed, Apr 02, 2014 @ 09:04 AM

Effective marketing is an art and a science.  With so many different venues to get your message out, it is crucial that you spend your marketing dollars wisely.  This blog post follows Marketing Pitfalls, and highlights more marketing pitfalls and just like those spring potholes... steer clear of these pitfalls...pot hole two

1.    Using a website developer that uses aggregate content

Your company website is one of your most important assets.  Done right, it will be found by a wide spectrum of prospective and current customer alike, and, it will make your business shine, giving prospects and customers the information they need to do business with you, and also tell others about you.

Creating and maintaining an amazing site requires unique content written specifically for YOU.  Many companies offer to simplify your website creation process by providing turn key templates, including pre-written text.  I see this very commonly in the health sector – websites designed for dentists, physiotherapists, vets etc.  These providers tell you they know your industry and have realized success in your industry in other markets.  While their offer to serve you up pre written content may help you to turn on a live site pronto, you can and should do much better than this.  Your business deserves better than generic content and worse yet, Google doesn’t like duplicate content and your site will not rank as well in Google if you use this approach for a website development. 

Investing in unique content is always worth the time and money.  Take the time to understand who your target audience is and speak to them in your own words, they’ll appreciate it and you’ll appreciate the higher search rankings by staying away from duplicate content.

3. Focusing on the wrong social media matrix

Social media success isn’t defined by the number of LIKEs you have on Facebook, or the number of followers on Twitter. Effective social media marketing is about using social media to grow your business.  You need to get beyond LIKEs and start creating LEADs.  It’s easy to create BUZZ with social media, but the magic happens in the next step – moving prospects down the funnel and converting them to leads and then customers.  Getting from LIKEs to LEADs requires a strategy that helps move people through the sales cycle with effective call to actions, landing pages, conversion forms and more. 

Consider downloading, Download The Social Media Tune-UP: 3 Step Process to Effective Social Media Accounts.  Enhancing your social media presence will be as easy as 1-2-3 with this free guide. 

3.    Not setting benchmarks or reviewing your results

John Wannamaker, a rather famous businessperson from the 1800s used to say, “Half the money I spend on advertising is wasted; the trouble is, I don't know which half.

Are your marketing efforts still back in the 1800s?  Technology has made tracking marketing efforts so much easier.  If you don’t have Google Analytics or another web site tracking tool, get it on your website right away.  Google Analytics is a free tool and it can provide you with tremendous marketing insights.  Make sure you are gathering marketing data at every possible point and take the time to analyze the results.  After all, you can’t improve what you don't measure.

4.    Not defining or poorly defined target audience

Do you know who your target audience is?  Do you know him or her so well that you have a clear picture of her, do you know demographic and physiographic details?  This great blog article by Hubspot provides details on how to incorporate physiographic into your marketing http://blog.hubspot.com/insiders/marketing-psychographics  Getting clear on your customer will greatly increase the effectiveness of your marketing efforts. 

5.    Caught in old marketing practices that are eating up your resources?

Marketing is changing and evolving.  Some tactics like networking and the value of positive customer feedback have stood the test of time and will always be a part of effective marketing in one form or another.  But some practices should be retired.  Maybe it’s a social network that you jumped on sometime ago, but now with your well defined target audience you know your customers aren’t even on that platform. Perhaps you’re churning out meaningless reports just because somebody is used to getting a certain report the old fashion way every Tuesday.  Take the time to review your marketing efforts and ask yourself if each of them are making a difference or are some just being done because that’s the way you’re used to doing it?

Why not download a copy of our free ebook, 10 Useless Things to Cut From Your Marketing and see what time you could free up for marketing tactics that could positively affect the bottom line.

Click here to download the eBook! 

Have you been caught by a marketing pitfall?  Share your experience below in the comments section.  

Tags: social media marketing, social media tips, marketing roi, Marketing planning, evaluating marketing, website marketing, internet marketing

Creating an Editorial Calendar

Posted by Melanie Taljaard on Mon, Mar 17, 2014 @ 08:03 AM

An editorial calendar is an inbound marketer’s best friend. Essentially, it’s a content calendarcreating an editorial calendar 290x300  that tells you what and when to publish. It’s a very effective tool that lets you create relevant content and distribute it to the right readers at the right time. And if you’re good at sticking to your editorial calendar, you can even grow your conversion rates, keeping your business running smoothly and realizing anticipated growth.

Why Create an Editorial Calendar?

For one, it relieves you from the stress of wondering what to write next. It’s no secret that many publishers of heavy-traffic blogs and websites don’t seem to run out of ideas. Where do their ideas come from? And why do they get to publish them on time? Ideas are everywhere. You pick some of the best, polish them and turn them into titles. Then you choose when to publish them by including them in your content calendar. That’s how the pros do it.

Publishing based on users’ expectations is another reason to use an editorial calendar for your content strategy. While your not likely to forget Christmas or Thanksgiving, Dental Hygenist Week or Take Your Pet to Work Day may creep up on you.  Having an editorial calendar will let you plan in advance and publish based on what visitors will likely expect from your website. They’ll definitely need a great blog post or a compelling infographic that reflects the season. They’ll appreciate your timely content and may even share it with others. This alone will help you attract inbound links and turn more visitors into customers.

How to Plan an Editorial Calendar That Works

Because your business is different from the rest, you need to tailor your content calendar to the size of your organization, business goals and target audience. Here’s a quick view of the process.

1. Create an exhaustive list of events and make sure to include a date. Follow the link at the bottom of the blog post to download my Promotional Calendar Thought Starter. Don’t forget annual seminars and workshops, bi-monthly sales, company anniversary, etc.

2. Pay attention to at least three biggest events in the whole year. Make sure to pick those that are most relevant or appropriate to your business. If you own a flower shop, for instance, Valentine’s Day and Mother’s Day are definitely two of your busiest days in a year. Highlight them in your calendar.

3. Plan a content marketing campaign for major events. Decide what content to produce for every channel. Besides creating content for your blog, you may want to consider specialized content for social channels such as Pinterest, YouTube and Facebook. Or you may also want to prepare downloadable content such as a whitepaper or short eBooks for these events.

4. Assign who’s responsible for the content. Identify writers and editors who are ideal for producing the content. This will let you handle the editorial process much more efficiently. Ensuring all relevant content will be delivered on time. 

5. Integrate your content calendar with your editorial style guide. Your calendar can hold other important details other than dates. Your editors and content creators can use it as guide for keeping the overall tone and voice of your content marketing strategy consistent.

By planning what content gets created when, you'll also be focusing on what your audience needs in the long term: relevant and shareable content. It’s the same ingredient found in marketing success recipes. Create one now and take your marketing to the next level.

Make getting started with your editorial calendar easy by downloading this free Promotional Calendar Thought Starter.

Click here to download

Tags: Marketing planning