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Branding Box /a-z of Marketing

ALT Text

What is ALT TEXT? You might have heard or seen it referred to on your website. Alt text is simply a description of an image that is stored in your website. It tells search engines what the image is. It also aids accessibility, as people who navigate the internet with a screen reader will have the alt text read out to them, helping them understand what is on the page.


This makes it really important for your website SEO. Top tip - spend a little time going through your website checking you have alt text on your images and that it is relevant to your images.


Blog

B is for Blog, and it's at this point you're probably thinking oh no this is going to be a lot of work!


Blogs don't have to be hard work. In fact, some of the most noticed blogs we have written are one minute reads about something we have spotted, or an idea we have seen. Have a look at this one about a post box - www.brandingbox.io/post/the-humble-post-box.


Blogs can also be created by repurposing your social media or email marketing content. A few tweaks here and there and you have the perfect blog to sit on your website.


All of this leads to your website having a flow of new content, repeat users spending more time on your website and an improvement to your SEO.


So if you have a blog that hasn't been updated for months, why not write a 1-2 minute read today using one of your recent social media posts?


CTA

A call to action (CTA) is really what is says in the name - you are telling your audience what you would like them to do. If you look down your favourite shopping website you will see lots of CTAs - add to basket, buy now, read reviews to name a few.


Our question to you is: do you use a Call to Action in your social media posts? Using them in social media can help drive traffic to your website, it can get your brand out there for people to see and it can help boost your business.


A good place to use a Call to Action is at the end of a social media post. Always ask yourself when you create a post “what do I want my audience to do after reading?” Then use this as your Call to Action. You might be launching a new product so you would put a CTA directing people to your website where your new product is listed. You might also want to boost your social media following, so a simple Share this Post CTA will encourage people to share.


CTAs come in so many different guises these days so try to think outside the box. QR codes with a CTA are a really powerful tool. Don’t just put a QR code on something without telling people what they need to do. Add a simple “Scan Me” or "Visit my Website” and you have much more chance of driving website traffic.


So whatever you do, just remember the Call to Action and tell your audience what you would like them to do.


Domain Name

Your website domain name is the address of your website that an internet browser such as Chrome or Safari would navigate to so it can load your website. If your website was a physical shop on the high street think of it as the name above the door so people can see who you are.


Domain names can be bought through a number of different providers and they usually charge on a yearly basis to register your domain with them. As a guide you can probably expect to pay around £10 a year for a domain name with a .com, .co.uk or .net ending if the name is not a popular one.


When you are thinking of setting up a website it is well worth going on to somewhere like Google Domains to see what is available and for how much. Imagine how you'd feel if you are setting up a business, you've worked out your name, your brand, even your bank account is set up and then you find the name you wanted is held by someone else.


You can read more about domain names, website hosting and SSL certificates on our blog - just go to our website using the link in our bio and click on blog.


Email Signature

Have you thought about how your emails look when you send them? Do you see other emails and think they look professional?


If you've not thought about your email signature then you're missing a huge marketing opportunity. It is easy to add a spot of branding with a branded email signature image. You could include some services you offer, your business strapline or even a call to action.


So if your email signature just contains your name, and you want to keep your customers updated with new products or services, think about adding it to your email signature.


It's marketing and it's free!


Fresh Content

We are at F in the Branding Box /a-z and F stands for Fresh Content.


When was the last time you looked at your website and updated the content? If you can't remember, why not put some time aside to give you content an update. Make sure everything is up to date and correct. Get rid of old information - are your COVID-19 updates still relevant?


Search engines will give a better ranking to a website that is regularly updated with fresh content as they know the best user experience comes from the most up to date websites.


You could add a new blog. Every update helps keep your website looking fresh and gives your users something new to read if they are regular visitors.


Google Business Profile

Imagine your clients are searching for a business or service near them - how do you make sure you achieve one of the coveted top spots in local search results?


There's one BIG factor that can really help you achieve this desired position - using your Google Business Profile (also known as Google My Business) effectively.


We like to think of Google Business as another social media network. Post on it regularly, encourage reviews and your customers will start to notice you - especially in those local searches.


Hashtags

Hashtags are everywhere and we see them so often, but do we know what a hashtag actually does?


Simply put a hashtag is a big filing system. It lets us group data together with other similar data so that users can find a specific group of data. Think about Instagram - you can pick any hashtag you like and view any number of images with the same hashtag.


It is therefore really important to use relevant hashtags. Don't hashtag stuff - it is not good for the end user. Keep your hashtags on the same theme as your content and it will lead to much better user experience.


Internal Linking

I is for Internal Linking - and that sounds quite a complex term.


But what does it mean?


It is really simple - make sure your website has links from one piece of information to another. Don't just rely on you menu bar, add links that take the user from a short introduction about a service on your home page to that specific service page. Make it as easy as possible for your users to find what they want on your website. This will improve the user experience and they'll stay on your website longer - benefiting your SEO.


Java

We’ve probably all heard the term “Java” or “JavaScript”, but do we know what it is and why it is important?


Java is a coding language that makes things on our website work. It helps our internet browser know it needs to open the mobile menu when we tap on the hamburger icon. Without Java we’d have pretty boring websites!


Keywords

K is for Keywords. In the world of SEO we hear keywords mentioned time and again, but do we know what they are?


Put simply they are words that describe what your business or website is about. The idea is you match your keywords with the keywords that people who are searching for your products/services are using and then the wonders of Google (other search engines are available) will pair you up!


It really is that simple. Picking the right keywords is a little more complicated and this is where quality keyword research is imperative so that you know what your customers are likely to be searching for.


Landing Page

You've probably heard someone mention a landing page and that you might need one, but what is a landing page and why is it different to your website?


A landing page is designed to be focused on a single product, service or event. You might be running a marketing campaign and you want your audience to sign up for a service. In this case, you won't want to direct people to your full website as they could easily get distracted and not sign up. You may also want to track conversions and sign ups to evaluate the effectiveness of your campaign.


This is where a dedicated landing page comes in - it will include a clear description of your product or service and a call to action, such as a sign up for or a click through to purchase your particular product.


Mobile Friendly

Why is mobile friendly so important?


Put simply, because the vast majority of people viewing your website are going to be doing it on a smartphone. That means you need a website that displays well and is easy for users to navigate. You can't just take a desktop website and make it mobile. You need to think about the user experience, how will they navigate the website, what are the most important things you want them to see, how will the menu work?


Planning your mobile website is a critical part of the website design process. Equal time should be taken to plan the mobile and the desktop websites. You also need to think about imagery. Wide landscape shots work perfectly on a desktop, but that won't work on a mobile. You'll typically need a portrait shot.


Just think how often you have bounced off a poorly designed mobile website and gone somewhere else. You don't want your users to bounce off your website - you want to keep them there. From a Google perspective the higher the bounce rate the poorer your search engine ranking will be.


Newsletter

We are up to N in the Branding Box /a-z and N stands for Newsletter.


You might be thinking - that is going to be an awful lot of work? But trust us it is not. If you already use your social media to promote your business, all you need to do is repurpose your social media content into a newsletter. You could also use the newsletter to link to relevant blogs on your website. They don't even need to be new blogs, just ones that are relevant to what is going on presently in your business.


What are the advantages of a newsletter?

• They keep your brand visible

• They allow you to re-engage with past, present and potential clients who may want to use your services

• They drive people to your website


So, if you are sitting there with a Mailchimp account that you haven't logged into for a while why not put an hour aside and use it to engage with your past, current and potential clients?


Organic Traffic

We are at O in our /a-z and O stands for Organic Traffic


How do you get organic traffic?


If you imagine people logging on to Google and looking for the services your business offers - what are they going to search for? For Branding Box it might be "logo design", "digital marketing" or "social media management".


We then take these search terms, or "keywords", and weave them into our website text, meta data and blogs. This means that when people are looking for the services we offer our website has a much better chance of appearing in search results, which in turn encourages organic traffic to our website. We've not had to pay for the traffic - it has all happened because someone has searched for the keywords that we include in our website.


Paid Directories

I'll have a P please Bob - in our case P stands for Paid Directories.


Why would you use a paid directory? Simply put it increases your business exposure, which in turn leads to more business.


If you select the right directory for your audience it can drive traffic to your website, increase your leads and help you increase revenue. You'll also find having paid and free directory listings helps increase your digital footprint which has a positive impact on your search engine ranking.


Directory listings add credibility to your business. Imagine you are searching for a service on Google. You see a business that is listed in a few different places and another with just one lone listing. Which business would you choose? Probably the one that is listed on a number of sites and looks credible.


Why not take a look at your directory listings and put a little time aside to make sure they are working for your business.


Q&A

Do your customers frequently ask you the same question?


If so, then it might be time to add a Questions and Answers section to your website. There are some big advantages in doing this.


Firstly, it saves you time having to answer the same question over and over.


Secondly, it helps you build a relationship with your customers. They are engaged with your business for longer as they are reading your Questions and Answers section, and thirdly this helps to keep people on your website longer so improves your SEO performance.


So why not put your top ten frequently asked questions into a list and upload them onto your website. They even make perfect social media posts!


Ranking (SEO)

We are at R and in the Branding Box /a-z and R stands for ranking. Also known as SEO or Search Engine Optimisation. Yes we could have put this as S, but we've got something equally important to tell you about when we get to S.


Why is your search engine ranking important?


If you are searching on Google for a product or service, how far down the results do you go? We're betting it is not too far. Do you ever go to the second, third or fourth page? Probably not. That is why it is important you do everything possible to optimise your website to ensure you are ranked near the top of the first page.


What can you do to help this happen


• 𝗢𝗽𝘁𝗶𝗺𝗶𝘀𝗲 𝘆𝗼𝘂𝗿 𝘄𝗲𝗯𝘀𝗶𝘁𝗲 - Make sure your keywords are included in your website copy, your page title and your meta description.

• 𝗔𝗱𝗱 𝗔𝗟𝗧 𝘁𝗲𝘅𝘁 𝘁𝗼 𝘆𝗼𝘂𝗿 𝗶𝗺𝗮𝗴𝗲𝘀 - If you're not sure what this is go right back to A.

• 𝗕𝘂𝗶𝗹𝗱 𝗱𝗶𝗿𝗲𝗰𝘁𝗼𝗿𝘆 𝗹𝗶𝘀𝘁𝗶𝗻𝗴𝘀 - Have a look at P for Paid Directories for more on this.

• 𝗖𝗿𝗲𝗮𝘁𝗲 𝗯𝗮𝗰𝗸𝗹𝗶𝗻𝗸𝘀 - These can be on other businesses websites, your directory listings or from people who link to an article or a blog that you have written.

• 𝗠𝗮𝗸𝗲 𝘆𝗼𝘂𝗿 𝘄𝗲𝗯𝘀𝗶𝘁𝗲 𝘂𝘀𝗲𝗿 𝗳𝗿𝗶𝗲𝗻𝗱𝗹𝘆 to reduce your bounce rate - How do you do this? Think about the user. Look at your website with a fresh pair of eyes. Is all the information they need there? Can the website be navigated easily? How does your website work on a mobile device? Remove extra clicks in the customer journey the user may need to make.

• 𝗚𝗲𝘁 𝘆𝗼𝘂𝗿 𝘄𝗲𝗯𝘀𝗶𝘁𝗲 𝗼𝘂𝘁 𝘁𝗵𝗲𝗿𝗲 - Having people using your website will improve your SEO dramatically.


Search Engine Submission

It is time for S in the Branding Box /a-z and S stands for Search Engine Submission.


Have you submitted your website to Google Search Console? If you haven't there's a high chance Google has never trawled your website, indexed it and isn't showing it in search results.


Just search for "Google Search Console" and then have a look to see if all your pages have been indexed. If not, you can submit them to be indexed.


Testimonials

Testimonials can be a powerful tool to use on your website or in copy. Collecting testimonials from satisfied customers is a great way to illustrate your credibility as an authority, and helps prospective customers understand the value of your services. This can also help separate you from competitors and make sure they know they’re getting the best experience possible at your business.


User Experience

U is for User Experience - Possibly one of the most important points.


We're sure you have all been there - You land on a website, but you can't figure out where to go, the pages don't flow, the links don't work or the checkout process is long and complex. How long before you give up and go somewhere else? That is why considering User Experience is extremely important.


You know your business, so a website layout may work for you, but is it intuitive to the customer? One way you can measure your User Experience is by looking at your bounce rate - not sure where to find it? Have a look at your Google Analytics report and track it each month.


A high bounce rate indicates your user experience is poor so take some time to make improvements and then measure your bounce rate again. In fact, constant tracking of metrics, such as bounce rates, will allow you to identify where changes you have made have positively or negatively impacted your users.



Video Marketing

Video marketing improves SEO and boosts conversions and sales. 31% of marketers add video to improve SEO.


Websites see a search engine boost when they add video because it increases page quality and the time visitors spend on the page.


What about putting video on your 2023 list to create? Just think of the places you can use it - your website, your social media channels to name just two.


Website

𝗛𝗮𝘃𝗲 𝘆𝗼𝘂 𝘁𝗵𝗼𝘂𝗴𝗵𝘁 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 𝘂𝘀𝗲𝗿 𝗮𝗻𝗱 𝘁𝗵𝗲𝗶𝗿 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗼𝗻 𝘆𝗼𝘂𝗿 𝘄𝗲𝗯𝘀𝗶𝘁𝗲?


User experience, or UX, is critical to website design as it determines how easily and effectively users can interact with a website. A positive UX can lead to increased engagement, conversion rates, and customer satisfaction. While a negative UX can cause users to leave the site and potentially harm the reputation of the business.


Here are some reasons why UX is critical to website design:

🖥️ It determines how easy the site is to use: A website with a good UX is easy to navigate, with clear and intuitive design elements that guide users to the information or actions they need.

🖥️ It affects conversion rates: A website with a good UX is more likely to convert visitors into customers, as it makes it easier for them to find what they are looking for and take the desired action.

🖥️ It impacts customer satisfaction: A website with a good UX can improve customer satisfaction by providing a seamless and enjoyable experience. This can lead to increased loyalty and repeat business.

🖥️ It reflects the brand image: A website with a good UX can help to establish the credibility and professionalism of a business, as it demonstrates the company's commitment to providing a positive experience for its users.


Overall, UX is a key factor in the success of a website, as it plays a crucial role in how users perceive and interact with the site.


XML

We are at X in the Branding Box /a-z of marketing. X stands for XML (Extensible Markup Language) which is a markup language that is commonly used for storing and organising data. It is a flexible and extensible language, which means that it can be used to store a wide variety of data and can be customised to meet the specific needs of a given application.


One common use of XML is in the creation of site maps, which are used to outline the structure and content of a website. Site maps can be used by search engines to better understand the content of a website and by users to navigate the site more easily. XML is often used to create site maps because it allows for the creation of nested elements, which can be used to represent the hierarchical structure of a website.


YouTube

YouTube is a powerful tool that businesses can use to reach their target audiences and promote their products or services. One way that businesses can use YouTube is to create and share video content that is relevant to their audience. For example, a clothing company could create videos showcasing their latest fashion collections, or a software company could create tutorial videos that teach users how to use their products. By creating videos that are informative, entertaining, or both, businesses can attract viewers to their channel and encourage them to engage with their brand.


Is it time to think about creating some video content? Get in touch as Branding Box work with a number of videographers to help you create YouTube content.


Zero Cost Strategy

The final instalment in the Branding Box /a-z is Z and it stands for Zero Cost Strategy.


This sort of marketing strategy is one that doesn't cost you anything to execute.


Some ideas for Zero Cost Strategies are:

• Team up for cross promotions with other complimentary businesses

• Hold competitions online and ask people to share them

• Celebrate how your business benefits the local community by reaching out to local newspapers and magazines. They are always looking for newsworthy stories!

• Attend networking events

• Host a webinar


The sky really is the limit so get your thinking caps on!


We hope that you've enjoyed our A-Z of marketing!


If you'd like to chat about Branding Box can help your business, book a call with us - www.brandingbox.io/1-2-1.










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