Selecting The Right Company To Help You Put Together A Successful PPC Campaign

Digital marketing changes almost continuously. Every day, it seems like there are new marketing methods and advertising techniques that emerge. Trying to decide which options are best for your business can be challenging. Sometimes, the best choice is simply to cut through all of the clutter and opt for a proven marketing method instead. Pay-per-click (PPC) advertising has been around for a lot of years. Even though the technique is old, it is definitely not outdated. It is precisely because it works so well that it has been able to last so long in the digital marketing arena.

The vast majority of digital marketing agencies offer assistance with PPC marketing. That doesn’t mean, however, that you should just pick an agency at random. Instead, it is important to carefully evaluate advertising agencies before deciding which one you want to use.

Try taking the following six factors into consideration when deciding which digital marketing company to hire:

1. Helping you identify actionable goals.

One of the responsibilities of a PPC marketing agency is to help you identify exactly what you hope to accomplish with your marketing campaign. Your primary goal should be clearly defined, measurable, and actionable. For instance, setting a goal for the number of leads or sales that you want to generate with your marketing campaign is a good option since it is something that can be measured. Don’t get hung up on the number of clicks that you are getting. Instead, focus on leads or conversions since they are the actions that will actually generate revenue for your business.

2. Providing detailed analytics.

The only way to know what is and isn’t working with your advertising efforts is to track your results. The digital marketing agency that you hire should provide you with detailed analytics and regular reports showing exactly what is happening with your PPC campaign at any given time. If you use Google Adwords, the agency can even link your Adwords account directly to your Google Analytics account, making it easy to track your goals and progress. This will also allow you to keep tabs on the work that the marketing agency is doing on your behalf so that you can make sure that they are staying on task.

3. Targeting specific regions.

If your company serves customers in your local area, there is no need to advertise to people in other parts of the world. A good PPC marketing agency such as Kapok Marketing, will help you target your advertisements by location. There is no point wasting money advertising to people who are outside of your service area. Instead, you need to look for a marketing company that understands exactly which areas you serve so that they can help create a tightly focused marketing campaign. This can allow you to spend less money on advertising while getting better results.

4. Tracking offline results.

Most marketing agencies focus primarily on tracking conversions that happen online. However, your paid advertising may also lead to other types of conversions. For instance, some customers may choose to send you an email or to pick up their phone and call you rather than contacting you directly through your website. These types of conversions are usually much more difficult to track since they can’t be monitored with traditional analytic tools. Some advertising agencies, however, do have methods in place that can be used to track phone calls and other types of leads that are generated by your pay-per-click advertising campaigns. This can help you get a complete picture of how well your marketing efforts are working.

5. Avoiding automation.

There are a variety of tools out there that are designed to automate the process of managing a PPC campaign. Although these tools can help save time, they aren’t necessarily the best option. In most cases, your best bet is to have a real person review your campaigns on a daily basis to make sure that they are performing as expected. When you hire a marketing agency, you should check with them to make sure that they don’t just rely on automated tools. Instead, someone should be actively helping to manage your account to make sure that you aren’t missing out on any opportunities.

6. Regular reporting.

As a business owner, it is important to know that your advertising money is being well spent. Receiving regular reports from your marketing agency is one way to do just that. Most marketing companies provide monthly reports that show details statistics about any active marketing campaigns. Ideally, someone from the company will go over these reports with you so that you can be sure that you understand all of the data that they contain. If there are any areas where your marketing campaigns are lacking, the person from the agency should also provide input on what they plan on doing differently to help you get better results in the future. Keep in mind, marketing is often a matter of testing and tweaking. The key is to find a company that will regularly evaluate the data and make changes to improve your results.

Choosing the right PPC marketing company is absolutely essential if you are planning on using this type of advertising for your business. Unless they are managed correctly, the cost for PPC marketing campaigns can quickly get out of hand. You need to be sure that your money is being spent wisely and that you are getting a good return on your investment. The right digital marketing agency will be able to help you do just that.

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How To Make Your Side Hustle Money Work For You

by David Lester, managing director of Brightworks Interactive Marketing and author of “From Middle Class To Millionaire: The Money Handbook For The Other 99%“

Side Hustle: another form of income apart from your day job. Whether it’s a passion project, travel fuel, or to pay off debt, side hustles are a popular second form of income amongst millennials. In fact, one third of millennials have a second job. While they may dominate the market for number of side hustles, millennials aren’t always the best at reinvesting their extra cash.

With all that being said, here are a few tips to help make your side hustle money work for you:

1. Deposit more money into your 401k.

While it may seem counterintuitive to put your hard-earned side hustle money into an account you can’t access for years, it actually makes a lot of cents (hah!). Although you can’t deposit your own after tax money from sources other than your employer into your 401k, you can increase the amount you contribute for a brief period of time.

The money you earn from your side hustle will make up for the portion of your income going into your 401k. You won’t notice the gap in your wages, but you will notice the faster increase in your retirement savings.

Bonus – you’ll save more money during tax season by lowering your adjusted gross income.

2. Pay off credit card debt before student loan debt.

The second you get your hands on that shiny diploma, the student loan repayment countdown begins. But before you start throwing side hustle money at the bank, make sure you’re paying off your debt with the highest interest rates first. More often than not, credit cards and department store debt will cost you more in the long run.

Credit cards apply 50 percent of your payment to new purchases and 50 percent to old purchases, so in order for you to get the interest to stop you must bring your balance to $0.

3. Save for your big business idea, home or rainy day in a high interest savings account.

Most banks offer high interest savings accounts, but you should compare the interest rates of other third party banks as well. You can easily set up a savings account at a third party bank, link it to your checking account and initiate an automatic transfer to reap the rewards. Just make sure you keep more than the minimum balance in your account to avoid monthly fees.  And use that money to achieve your ultimate life.

Long story short, side hustle money waterfalls in five easy steps:

• Make extra money from a side hustle
• Contribute to your 401k to take advantage of employer matching and interest
• Reduce the amount of money you pay in taxes
• Use the extra income to pay off high interest debt
• Make more money from your side hustle –and repeat!

Making your side hustle money work for you does not have to be as tough as it seems. With these tips, you can maximize your income and make your side hustle work for you.  Spending your extra time doing what you love for extra income has it perks. Having your side hustle as supplement your regular paycheck is not only smart, but can be fun if you’re doing something you love. All in all, being smart about where you put your money make side hustles a win-win.

 

David Lester, Managing Director, leads Brightworks’ digital financial services out of New York. Lester is a professional financial coach with over thirteen years of experience in finance, advertising and communications. He is the author of two finance books, “I (Heart) Money” and “From Middle Class To Millionaire: The Money Handbook For The Other 99%” and writes the blog iheartmoney.com.

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Danger From Above: Be Aware Of Cloud Security Threats

Cloud computing has many advantages, so it’s no wonder that uptake and growth continue to increase at a formidable pace. Many companies, not just the major players, are moving their data and applications over to the cloud.

As with all technologies, new and old, there are strengths and weaknesses. One of the major concerns about cloud computing is security. The reality is, no matter how or where you run applications, store your data or transfer information, security will always be a significant problem. A contributing factor is the fear of the unknown. As technology becomes more sophisticated, so do cyber-attacks.

The benefits of cloud computing far outweigh potential compromise. The key is to remain vigilant and make sure your company and cloud vendor are taking the vital measures to protect your business’s data and operations as you go.

Data Breaches.

This threat is no different to what happens on a traditional network with the exception that your company might work with significantly more data, making it a more attractive target for hackers. There are internal, reputational and legal ramifications to breaches in data, and you should take every step to ensure high security standards. Working on the cloud means starting with multifactor authentication and encryption.

Compromised Credentials and Broken Authentication.

Multifactor authentication systems such as phone-based authentication or one-time passwords will minimize the threat of compromised passwords. Streamlining business operations with cloud ERP software allows businesses to integrate many different processes into a centralized hub, and this means more users and devices will connect to the cloud. Security protocols need to be in place to make sure the system is not vulnerable in any way.

Hacked Interfaces and APIs.

Most cloud solutions utilize application program interfaces (APIs). Giving third parties access to APIs will increase risk without adequate protections. The benefits derived from this functionality outweigh the risk, provided your company effectively manages its APIs. There must be adequate first-line defense and detection. You can employ threat modeling applications, ongoing security-focused code reviews, and hardcore penetration testing.

System Vulnerabilities.

This threat is not unique to the cloud but has become a more complex concern. It is important to be aware of it and know that it can be easily managed with the correct security protocols. Ongoing control processes will mitigate potential threats.

Account Hijacking.

Cloud applications add new areas for potential threats of fraud, phishing and software exploitation. Correct protocols, monitoring, and multifactor authentication will minimize risks. Account credential protection is critical. Ensure that all interactions are traceable to their source and monitor any exceptions or discrepancies immediately.

Malicious Insiders.

This is not a new threat, but the cloud gives a malicious insider a greater ability to cause harm. You must minimize access and log, oversee and control all administrator activities. Your company should also maintain rigorous control over the encryption process and keys. 

The APT Parasite.

Advanced persistent threats (APTs) can worm their way into the system undetected if correct safeguards are not in place. They are not easily detected and can lead to a slow and steady exposure of sensitive data. The main way to prevent such attacks is to educate all relevant users of potential threats and phishing by maintaining strict protocols on external devices or networks connected to the enterprise network.

Permanent Data Loss.

While this is a rare occurrence with modern cloud computing, there is a risk of permanent data loss. There are numerous ways to prevent it, and your company must pull out all the stops to make sure it does not happen to you. 

While the cloud may pose new or additional challenges regarding security, it also holds the potential to revolutionize how your company does business. Stay up to date and make sure you have the right tools and people managing your data. This way, you can minimize any potential risks and reap all the rewards of cloud-based operations.

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Seven Leadership Tips That Make People Feel Great And Achieve Incredible Results

by Jon Gordon, author of “The Power of Positive Leadership: How and Why Positive Leaders Transform Teams and Organizations and Change the World“

Any business leader will tell you that running a world-class organization is no easy feat. It’s challenging to work toward a vision and create a positive future for you and your team, especially since you are guaranteed to face all kinds of challenges, adversity, negativity, and tests along the way. But in the face of these obstacles, your attitude makes all the difference in the culture and success of your organization. I’d advise you to choose very carefully.

Pessimists don’t change the world. Throughout history, we see that it’s the optimists, the believers, the dreamers, the doers, and the positive leaders who change the world. The good news is, even if you’re the biggest pessimist you know, you can learn to change your outlook and that will change your life and make you a much stronger leader.

Research clearly supports the connection between a positive attitude and success in terms of individuals and organizations. For example, Daniel Goleman’s research demonstrates that positive teams perform at higher levels than negative teams.

Also, according to Wayne Baker, research he and Robert Cross conducted shows that “the more you energize people in your workplace, the higher your work performance.” Baker says that this occurs because people want to be around you. You attract talent, and people are more likely to devote their discretionary time to your projects. They’ll offer new ideas, information, and opportunities to you before others. The opposite is also true. If you de-energize others, people won’t go out of their way to work with or help you.¹

Finally, a Gallup study estimates that negativity costs the economy $250-300 billion a year and affects the morale, performance, and productivity of teams.

Optimism in your company starts with you. If you don’t have it, you can’t share it. I am not a naturally positive person, but I am proof that you can learn to be positive. I think of myself as a pessimistic optimist. I will always gravitate, naturally, toward the negative. The good news is that pessimism is just a state of mind. It’s not permanent. You can change it, and you definitely should. I’ve worked really hard over the years, and it’s changed my marriage, my relationship with my children, my life, and my career for the better.

Here are seven tips to make the life- and business-changing transformation from a negative leader to a positive leader.

1. Stop complaining and blaming.

If you’re complaining, you’re not leading, says Gordon. Leaders don’t complain. They focus on solutions. They identify problems and look to solve them in order to create a better future for all. Positive leaders don’t attack people. They attack problems.

2. Don’t focus on where you are; focus on where you’re going.

Lead your team with optimism and vision. Regardless of the circumstances, keep pointing others toward a positive future.

Even when Clemson football lost the national championship in 2015, head coach Dabo Swinney believed they would return the following year and kept pointing his team toward a positive future. He didn’t see the loss as a challenge. He saw an opportunity to come back and win it the following year — and that’s what they did.

3. Lead with love instead of fear.

Fear is draining; love is sustaining. Fear divides; love unites. The key to leading without fear is to provide both love and accountability.

Negative leaders provide a lot of fear and accountability, but no love. If your team knows you love them, they will allow you to challenge them. But love must come first. Former CEO Alan Mulally turned around Ford with both love and accountability. He said you have to ‘love ’em up,’ and you have to hold them accountable to the process, principles, and plan. He was able to save Ford and help the economy with a lot of love and a lot of accountability.

4. Be demanding without being demeaning.

Many people think positive leaders are Pollyanna positive who just smile all the time and don’t care about results. This couldn’t be further from the truth. Positive leaders pursue excellence. They believe in a brighter future so they take the necessary actions with excellence to create it.

Positive leaders are demanding but aren’t demeaning. They lift others up in order to accomplish their goals, rather than tear them down. They don’t talk at you — they walk and run with you.

5. Connect one-on-one.

The greatest leaders connect with those they lead. Dave Roberts, manager for the Los Angeles Dodgers, is a great example. One day I witnessed a player walk in and say hello. Dave got up and gave the player a big bear hug for about five seconds — the kind of hug that a dad would give to his son. I told Dave how great it was that he would give his player a hug like that. He said, ‘I do it each day and he often stops by to talk about life and challenges and whatever is on his mind.’

A few weeks later, while watching the Dodgers play the Nationals in the postseason, I watched in amazement as this player hit homeruns in Games 4 and 5 to help the Dodgers advance. It was as if I had a front-row seat to see the impact of what happens when a coach makes the time to pour love and support into one of his players.

6. Create positive change inside-out.

Don’t let your circumstances and outside events define you. You define your circumstances with your vision, beliefs, and action. Many leaders believe they are victims of circumstance. They have an external locus of control. But positive leaders believe they can influence events and outcomes by the way they think and act.

Coach Donna Orender is a great example. When she served as commissioner of the WNBA, she saw a lot of negativity amongst those in the corporate offices. There was a feeling that no one cared about women’s basketball and a lack of belief that the organization could be successful. But Orender saw the passion and optimism in the coaches and players, and she believed in them and in the future of the WNBA. She began building an optimistic belief system and inspired her colleagues to believe in the WNBA’s future as well. By focusing on one success at a time, she helped create a new reality for herself and changed the organization from the inside-out.

I saw the same optimistic attitude and leadership in Silicon Valley during the Great Recession. While the rest of the country was going through the downturn, the people who lead and work for the companies in Silicon Valley refused to participate in the recession. They were too busy trying to change the world. They were surrounded by a bubble of optimism.

7. Encourage instead of discourage.

Positive leaders are also positive communicators in such a way that they make people around them better and feel encouraged instead of hopeless or discouraged. They also spread positive gossip, listen to and welcome new ideas, and give genuine smiles when they speak. Finally, they are great encouragers who uplift the people around them and instill the belief that success is possible.

One of my favorite phrases comes from the original Olympic ‘Dream Team’ and Detroit Pistons coaches Chuck Daly and Brendan Suhr. It is ‘shout praise, whisper criticism.’ Shout praise means recognizing someone in front of their peers, and whisper criticism means coaching them to get better. Both build better people and teams.

There is a power associated with positive leadership. Even if you naturally lean toward a negative outlook, making a few changes can inspire momentous change in your own career success as well as in the success of your team. When you lead with optimism and share positive energy with others, you will transform the negativity that too often sabotages teams and organizations. Your new positive attitude will at last allow you to take on the battle, overcome the negativity, face the adversity, and keep moving forward. The best really is yet to come.

1. Baker, W., Cross, R., & Wooten, M. (2003). Positive organizational network analysis and energizing relationship. In K. Cameron, J.E. Dutton, & R. Quinn, (Eds.), Positive Organizational Scholarship: Foundations of a New Discipline (pp. 328-342). San Francisco, CA: Berrett-Koehler Publishers Inc.

 

Jon Gordon’s newest book is “The Power of Positive Leadership: How and Why Positive Leaders Transform Teams and Organizations and Change the World“. He is also the author of the Wall Street Journal bestseller “The Energy Bus“, “Soup“, “The No Complaining Rule“, “Training Camp“, and “The Shark and the Goldfish“, “The Seed“, and “The Positive Dog”. His best-selling books and talks have inspired readers and audiences around the world. His principles have been put to the test by numerous NFL, NBA, and MLB coaches and teams, Fortune 500 companies, school districts, hospitals, and non-profits.

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4 Ways Start-Ups Can Make Their Virtual Meetings More Productive

by Brian Zeng, owner of Ponbee.com

“We spend as much as half our days in meetings.” – ‘State of Modern Meeting’ by Blue Jeans Network

It is therefore essential for business owners to think of ways to make meetings more productive and reduce the time spent in the conference rooms. This will not only ensure higher productivity and better efficiency within the organization, but the employees will be better engaged.

Moreover, the business landscape has evolved rapidly. Today more and more employees are willing to work from the comfort of their home so that they can balance their work and life better. In fact, a survey by Lifesize reveals, 89 percent remote employees agree that video helps them feel more connected to their peers.

The same survey also found that 87 percent employees not present for a meeting feel better engaged with their colleagues through video.

Virtual meetings, therefore, have become a reality today. It is no more limited to large enterprises that can invest in fancy technologies; even small businesses and startups with limited budgets are embracing virtual meetings, thanks to its global approach. If you too dream to become a successful business leader one day, having such a global approach and willingness to encourage such dynamic innovations are a few qualities you need to adapt right away. And in order to ensure that your virtual meetings are more productive here are a few tips:

1. Have a Clear Agenda before the Meeting Starts.

No one wants to get stuck in never-ending meetings. The more the meetings get stretched, the more the employees will tend to lose interest and focus. According to a report by the Irish Times, ‘Focus and attention drop off rapidly after half an hour. From its start to 30 minutes into a meeting, roughly 84 per cent of people will still be engaged. By minute 45 this is down to 64 per cent.’ So in order to make a meeting fruitful, it should not last more than 45 minutes.

Therefore deciding on the agenda is necessary before the meeting starts. Decide what level of interaction is needed to meet the objectives. This will also help you determine what kind of tools and technology will be required to conduct the meeting.

By planning a meeting beforehand, you can make sure each participant walks away with an idea of ‘what needs to be done next’ to take the business to the next level. However, it is best to limit the agenda to a maximum of three objectives that matter the most at the given point of time. If you try to address too many issues at a time, you tend to lose focus.

2. Choose Video over Audio-Only.

According to a report by Polycom, 96 percent business decision-makers prefer video conferencing as it improves productivity and 76 percent of them are already using video conferencing at work.

Video makes employees feel more engaged and the team leaders can gauge the participants’ body language, reactions and emotions. It is similar to conducting face-to-face meetings. By choosing video conference over audio-only calls, you encourage participants to actively partake in the discussion and resist replying to emails, check their messages, or otherwise multitask. The leading organizations are already leveraging on video conferencing, so you must also start considering it if you want to stay ahead of the curve.

Moreover, since most participants are separated by distance, you can make them feel like they’re all in the same place by leveraging the various video conferencing tools such as Google Hangouts, GoToMeeting, ScreenHero, Skype and so on.

3. Add a Touch of Personalization.

Virtual meeting often lacks the personal feel of face-to-face meetings. By adding a touch of personalization, you can make virtual meetings even more productive. Employees perform better when they are made comfortable. It is the job of the leaders to introduce employees to each other, since they may not know each other due to the geographical boundaries. A report by Gallup indicates that more American employees are working remotely and they are doing so for extended periods of time. So there are high chances the employees have never met and do not know each other that well. However, knowing each other can make them feel connected and help them communicate better.

4. Maintaining Meeting Etiquette is a Must.

Following etiquettes is very important to ensure the success of virtual meetings. Just as you are not allowed to leave the meeting room and walk around during a face-to-face meeting, you should never go on a mute and leave the room when you are participating in a virtual meeting. Muting the line is only applicable if you are joining the meeting from a local cafe or any other venue with ambient noise.

The only difference – the pace of virtual meetings should be slower than traditional meetings since there is a two to three second delay in signal transmission for most systems. Therefore, there should be sufficient pauses after asking a question or participants must raise their hands before asking questions or contributing to a specific point.

Looking at the camera is also necessary since it ensures eye contact and makes the conversations more natural. A few more things to keep in mind when participating in a virtual meeting are minimal body movement, speaking clearly and loudly, being courteous and making gestures slowly and naturally.

Conclusion.

The times have changed and virtual meetings have become a norm. Organizations, both big and small have benefited immensely by leveraging the various virtual meeting technologies. Small businesses and start-ups with a limited budget can especially benefit a lot. However, since it is comparatively a new concept, you must prepare well. Keep the above points in mind and make the virtual meetings are successful and more productive.

 

Brian Zeng, owner of Ponbee.com, is an entrepreneur at heart. He is driven by the enormous potential of the Internet, which he utilizes optimally to market clients’ websites to the audience. He believes in creating and employing robust marketing strategies that deliver visible and concrete results. When it comes to providing marketing solutions, his unique ideas and strategies are instrumental in increasing clients’ profits and enhancing their reputation in the industry.

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Is Outsourcing The Key to Better Productivity?

Mention the word “outsourcing” and some people immediately curl up into a defensive posture. Doesn’t that mean laying off half the workforce and sending all your core activities to manufacturing sweat shops in Vietnam and telephone call centres in New Delhi?

There is a cynical proverb, apocryphally credited to the media, which is “never let the truth get in the way of a good story,” of which the above is a perfect example. Strategic outsourcing is not only beneficial to an organisation’s productivity and financial performance, it is also a great way of promoting and engaging with other local businesses and bringing benefit to the broader economy and employment landscape as a whole.

Better, Faster, Cheaper.

The 21^st century business environment is more crowded and competitive than anything we have ever seen before, and businesses in every industry have to strive to find ways to stay ahead of the competition. This has traditionally come down to the project management triangle of speed, cost and quality, and deciding which parameters to focus on.

This remains as true today as it ever was, it is just that the tools and mechanisms for doing it have changed and evolved. Outsourcing is a tool that ticks all the boxes. Whatever your business, you have certain areas of skill and expertise that you depend on for a competitive edge. You also have a number of functions and processes that have nothing to do with these core skills.

The trick is to stick to what you do best and outsource those areas that are outside your core skills. Whether it is IT, payroll or facilities management – if you are not an expert, outsource it to someone who is. They will do it better and faster, because it is their area of expertise. Nine times out of ten they will also do it cheaper, through economies of scale and superior efficiency.

At the same time, you will have time freed up to focus on honing and developing your core revenue generating skills and capabilities, without the distraction of dealing with an in-house IT team, catering department and so on.

Choosing your partners.

The digital age has made it easier than ever to find the right people for the right job. There are specialist resources such as probrand.co.uk that take all the risk and guesswork out of finding the right partners by providing a transparent online marketplace that brings buyers and suppliers together.

You will probably come up with a shortlist of potential partners, and you need to have a clear vision of what you are looking to achieve in order to make the right final decision. Have specific goals in mind about what are you looking to outsource and why.

Good communication is key, so do not overlook the personal side. Choose someone you feel you can work with and who is a good fit for your business culture.

Finally, take care and time over the contract and make sure both parties are 100 percent happy before it is signed, to ensure a smooth relationship that will bring long term benefits to everyone.

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8 Tips For Online Startups To Improve Customer Experience

In a physical environment like a cafe or a restaurant, people recognise that there are external factors that affect their experiences and that these factors are out of a business control. Hence they naturally have a lower standard for what is deemed a satisfactory experience. They don’t mind queuing a few minutes to get into a restaurant or to make a payment. However, things are not quite the same online. People are far less patient as they expect everything to be at the click of their mouse.

How can you, as an online business, ensure a great experience for your customers? Check out our tips below:

1. Ensure fast website loading time.

According to Kissmetrics, 40% of consumers will leave a website if it takes more than 3 seconds to load. A research by Microsoft also showed that being 250 milliseconds faster or slower makes a significant difference. At Villa-Bali.com, as the website speed is increased by 30%, we see a 3% increase in average page per session. Loading speed is one of the first interaction you have with customers; it determines whether they will stay to explore or move on to another website. Hence, ensure that your website loads fast.

2. Guarantee consistency across various digital touch points.

A brand’s impression is a mosaic of various touch points, even in the digital world. Social media, website, email, live chat, everything adds up to the overall impression customers have with your business. People will expect the have the same level of service and consistent experience regardless of which channel they are using. For example, if they have already shared some information via email, they will expect to be able to continue the conversation through telephone without having to repeat the information. Inconsistencies breed confusion, frustration and overtime erode loyalty.

3. Provide sufficient information.

Lack of information creates a poor experience. If people can’t find the answers to their needs on your website, they will not trust your product or service. Put yourself in their shoes and think if it were you, what kind of information you will be looking for, what your next step will be. However, you also need to avoid overwhelming customers with too many data. A website with too much information will look intimidating and discourage people from staying longer. Conduct a few experiments, talk to your customers to find out how they interact with your website and provide them with what they need when they need it.

4. Keep website navigation simple.

A website’s navigation has a big impact on its performance. Not only does it affect SEO ranking, it also affects the site’s user-friendliness and visitors retention. Make it easy for your customers to find what they want. Categories need to be accurately labelled and well-linked. Keeping navigation consistent throughout the site promotes ease of use and increases customers’ ability to find relevant information. While customers don’t necessarily realise the benefits of a great navigation structure, they will be quick to be disappointed with it’s not well done.

5. Design your website well.

Visuals rule the digital world. Whether you like it or not, a book is judged by its cover. While styles and personal tastes vary, your website needs to neat, updated and well-maintained. If your website is filled with texts and has an outdated look, it also affects the overall customer journey. Hence, having a well-designed interface is as important as ensuring that the website is functional and user-friendly. Check out The Webby Awards for some inspirations of good user interface and user experience designs.

6. Add human touch through live chat.

Live chat is one of the ways engage with customers online. If you are an online business, chances are you won’t get to see customers throughout the entire time they interact with your brand. Thus, having a live chat support system is valuable as customers can look for help when necessary. It also increases the number of touchpoints as well as giving you an opportunity to humanise your brand. When we introduced the live chat support in 2014, we immediately saw a 7% decrease in bounce rate. Speaking to someone in the team helps customers understand more about your brand and creates a long-lasting impression.

7. Listen to your customers’ feedback.

Providing feedback is also an essential part of a customer’s journey. Show that you value others opinions by having a feedback channel. Customers are a wealth of information. They will give you information on what’s good and where improvements are needed. Additionally, listening to them also fosters the relationship, increases satisfaction and retention rate. However, make sure that you respond to those queries in a timely manner. Feedback backfires when your reply is slow and unhelpful.

8. Personalise the experience.

A personalised interaction whereby everything is catered to personal preference makes a favourable experience. People are more likely to respond to marketing messages that are customised for them. Develop customer profiles, keep track of the interaction history and train your team to cater to each person’s requirements. Ultimately, this will help to increase their loyalty to your brand.

 

David Chambat is Chief Executive Officer of Villa-Finder.com, the leading villa booking and distribution platform in Asia, with 1,000+ villas in Bali, Sri Lanka, Phuket, Samui and Mauritius. Villa Finder is a technology company developing innovative tools for owners to maximize their villa distribution. Prior to founding Villa Finder, David managed the development of TVtrip.com, an online video platform for hotel marketing, throughout Asia and Pacific. 

 

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