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The Power of Messaging: How can your website and digital marketing attract new business?

By Ash Patel 6 days ago
Home  /  Marketing Strategy  /  The Power of Messaging: How can your website and digital marketing attract new business?
The Power of Messaging: How can your website and digital marketing attract new business?

In September, we held a series of webinars focused on ‘The Power of Messaging’. We continued our series by asking “How can your website and digital marketing attract new business?”. We discussed core messaging on your website, creating a user journey, having the right calls-to-action to get results, SEO and more! 

This blog will touch on the questions that were asked during the webinar. If you want to download and watch the full episode that goes into much more detail, you can do so here

How can I do A/B testing and for how long?

A/B testing can be done really simply. Using a tool called the Google Optimizer, you use it to give two versions of the same landing page through two different URLs. 

You can choose from there where to send the users to which page based on different interests, demographics, age groups and sources. For example, a different landing page from Google, a different landing page from Facebook, or it can be a different landing page from a mobile or desktop device.

The direction of that really depends on the visit. So, for example, if you get lots of visits every day, you can complete A/B testing with 1,000 users in up to five days, or if you’re a smaller business, you can have that running for 30 days to reach the milestone of 1,000 users. So, it depends on your business and on your website visits of how many users you want to have on your website to make a conclusion.

How can you make sure that your website sends a clear message? And what’s a simple test to find out?

Have a family member or a friend go onto your website and ask them what your business is about. If they’re not able to find this out, then there’s something wrong and you will need to start thinking about changing key aspects of your website. 

What’s a good size for a CTA?

This depends on the devices used to view your website, but we would say between 30 and 60 characters. Examples include: , “get a free trial”, “start today” or “get in touch” as these are small and captivating. Strong verbs such as ‘learn’, ‘get’ or claim’ also work well. 

I understand A/B testing involves setting up two ads. How do I differentiate the two campaigns?

This is based on pay per click (PPC) and having two different ad sets into one ad group. 

Below we break this down into two sections; first on Google search and the second on social media. 

  • On Google search, the campaign settings allow ads rotation, and you have Google serving the best performing one with the ability to rotate ads evenly or to not rotate them at all. When you have set that up and have it running evenly for a certain amount of time it allows you to see which ad performs better. This is only for the search engine as with better copy on the ad, the cost per click is lower and the quality score is higher. On that you can see the user behavior, and decipher which one is more clickable. That one, is your winner.
  • On social media, this is different. For example, Facebook has A/B testing during the creation process so you can start with two different ad groups. Set it on the campaign level to do A/B testing for up to ten days and it will notify you which ad group is better or which creative is better.

Is there an official guideline on how many words you put on a page?

There is not an official guideline. However, based on the advice from a software engineer from Google who worked on the algorithm of Google for the last 25 years, it is good to have at least 150 words of copy on your web page. For blogs, this guideline changes and can be anything between 800 words to 1,000 if it is of value. 

How many blogs are too many blogs to upload to a website a week?

There isn’t a limit to the number of blogs to post each week, however, it’s key to keep in mind the audience you are writing for and ensure that the topic is relevant to them. For example, we do one blog per week, other businesses like two to three or one a month. 

It’s always good to have personalisation in your blogs such as, expressing your opinion, or showcasing what you are producing, through comments and analysis in your blog or article. 

Let’s take Digital Glue, for example, we can write a blog about how to create an SEO strategy, and as a bonus, that’s a really good search term for us to use. If you want to have something produced weekly you can write “how to” guides which we have seen perform well in searches on Google and Bing about how to complete tasks that your business specialises in.

 

Got a question that wasn’t answered or want to know more about how your website or digital marketing can attract new business? Get in touch with us here to learn more about how we can help you achieve your goals. 

For access to the full webinar, download it for free here

Categories:
  Marketing Strategy, Search Engine Optimisation, Website Design
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