Tag Archives: how do customers consume content

Keep Audience Glued To Your Website

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- Mansi Priya, Marketing, Trivone Digital

The primary aim of every website is to generate traffic, but business owners should ensure that their digital campaigns generate traffic for a specific target audience. The right audience stays at the website and will lead to conversion. It is important for a website to retain the traffic and the audience revisit the site. 
 

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To keep your audience stick your website and make them revisit is a primate. Lets talk about some tips which can help you make your audience stick to your website

#1 Right Audience
The first and foremost thing to be taken care of is the right audience. The website should appeal to the correct audience and do not misguide the audience using irrelevant data or inappropriate design. The positioning of the website should be done correctly keeping in mind the emotional and pyschological requirements of the audience. For example, a B2B company website should not be similar to a website of an FMCG product. So catering to the right audience is critical to make them stay on your website.

#2 Design
The first thing that leaves impact on the visitor is the design of the website. Good use of graphics and attractive designing should be done. The visitor should not feel bore about the website nor should it be that the design is over the top. It is important to make the website attractive, and interesting. The design should convey the right message and postion the website appropriately.

#3 Content
The website should display clear and understandable content. It should connect with the audience and live up to the landing page promise. Good headlines should be used to make the audience stick to the website and read the content. Depending on the audience a relevant style of writing should be used and make the visitor glued to your story.

#4 Navigation Structure
When a visitor gets to a website and have no idea how to find what he is looking for, then the structure is poorly executed. The structure of the website should be clear and easy for the audience to reach the right service or the right story in not more than 3 steps. The structure should not confuse the audience leading them to the wrong story or service. The content should be organised in a way that goals of the website are met by integrating user needs, business needs and content categorisation.

#5 Interactive & Engaging
When you attract traffic to your website you should be immediately able to engage them. There should be relevant content on website to keep them engaged. The website should have videos and testimonials to connect with them. The website should be interactive and have a two way communication such as maintaining a comments and feedback column. As you engage your visitors you  build trust, which leads to conversion. 

#6 Technically Sound
The website should be technically simple but not as simple as to hack. Every component of the website should work quickly and correctly. If the website has broken components, it leave the visitor frustrated. The plugins should work properly and shouuld be optimised appropriately with right keywords.

#7 Call to Action
A call to action is imperative that leads the reader to decide. This final step is absolutely crucial because once you have hooked your audience to your product/ brand/ service they should know the steps to take order to obtain it. This is the stage when you convert your lead into conversion through your website. See how various websites has done it well http://www.wordstream.com/blog/ws/2014/10/20/call-to-action-examples

So we analysed some quick tricks to keep the traffic stick to your website. Hope this helps you in maintaining your traffic as well as successfully increasing it.

We DO Need Some Education!

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How Do you ‘Educate’ Content customers?

Let me start with a confession. Last month I pontificated to my internal team that one should never use the term ‘educate’ customers and that it smacks of arrogance on our part. I stand corrected. Given the number of customers that I have seen in my short span of over four years in the Content business, I think there is a dire need to ‘educate’ customers. And then some.

I am constantly amazed at the amount of ignorance that prevails within the customer segments that want outside help to create content. For instance, there was this customer who was shouting at one of my content managers to “reduce the font size on Twitter”. There was this other customer who went live with a website two months back and gave a list of 40 (yeah, you read it right, Forty!) new features to be added to the website with a comment “they were expected in the design anyway”. I mean, on what basis did they go beta, alpha and then live? Didn't anybody check? Surely someone was asleep at the wheel and since the boss is now asking for explanations, the easiest thing is to palm it off as the vendor’s mistake. And there is this ubiquitous customer comment that I get “it is ok, but it can be better”! Agreed. But what exactly? The design, the content, the colors, the text, the font, the videos, the tweets, my hairstyle…

I concede that Content is not something that you can get your head around very fast. It is also a fairly nascent business, wherein you are using stuff that is lying within your own outfit to market. Having said that it is also fairly well established that it is probably one of the most powerful tools for marketing yourself. There are no clever one liners, no awesome creative to distract anyone. You are telling your story in the best possible manner to your audiences and using technology to take it to them in their own devices. It is that simple as a concept.

One of the easiest (and also the toughest) ways to do that is to inculcate a sense of discipline within the whole process. Here are five things to start out with:

1.     Why do you want content? Is it for your customers, prospects, to build a brand, for your shareholders, employees?

2.     Where do they consume their content? Is it on the mobile, tablets, radio, offline?

3.     Where is this content now and in what form? Normally most companies have around half the raw content lying inhouse and the other half to be created.

4.     Is content marketing a key deliverable of the marketing effort? If it is not, make it one today.

5.     Should I build or buy? Do you have the wherewithal to do all the content marketing activities yourself or do you need a partner?

The above questions may not be easy to answer in the first pass, but answer it one must, for they form the fundamental building block for any Content leveraging that an organization is planning to do. Most (Indian) companies go at it without any thought process. The visionary CEO believes that Content Marketing ought to be done and then everybody scrambles. I recall talking to one such person (who I hugely respect) who told me “we have the content, we know the market and we know the narrative . So why cant we do it ourselves?”. I said, “you got an office constructed, told the architect what you wanted and gave him the budget. Did you build the office?”.  The biggest fallacy that most organizations have is “Content is only smart written English”. If that were indeed so, ad agencies would not have needed copywriters and film makers wouldn't need scriptwriters.

By the way, we still partner the CEO in question.

Content is one of the most potent weapons in your marketing armory to make a difference in your business eco-system. To use, or not use the potency is the question you, as an organization, need to answer. And fast. There is no harm learning new stuff everyday.

I will be in touch.