A website redesign is an exciting undertaking, but also a costly one.
You want to know that the investment you’re making in time and strategy will be worth it; that it will last for years to come.
But is this realistic? How long can a website really last?
IMPACT senior front-end developer Tim Ostheimer explained to me the thought process behind a website redesign, from both the developer’s and the client’s perspective, and what businesses need to know to extend a website’s shelf life.
How businesses know it’s time for a redesign
Me: How do companies know when they need to redesign or rebuild their website, as opposed to just updating it?
Tim: There is no single definitive cause or reason for website redesign, since the decision comes down to whether your existing website does everything you need it to.
Most companies determine it’s time for a redesign while trying to update their website to do something new and realizing it’s not possible.
Maybe they’re attempting to improve a conversion path by updating a page but they’re unable to control the template the way they need.
If the overall structure upon which your website is built is no longer effectively enabling your marketing goals or of course, your design and branding are dated, then it’s probably time to start thinking about a new one.
Me: Do you find that a website redesign is usually tied to a rebranding effort?
Tim: Not always, but sometimes. A website is an important part of a company’s branding and appearance, so a rebranding would usually mean the company is looking to significantly change the function of their website as well.
Branding changes frequently happen at the same time as a website rebuild because implementing those changes on the existing site would limit what they’re able to do with it — and they may be forced to keep remnants of the old design or structure.
At that time, most companies would want to take the opportunity to fix any of the problems or complaints they had with their old site so it’s much more efficient to do all of that at the same time.
However, rebranding is definitely not necessary in order to build a new website — sometimes we build entirely new websites that aren’t even a new design.
Maybe a client’s website was built on WordPress but they now want it on HubSpot. This is an example of building an entirely new website without changing much of the visual design.
Me: So it is just a migration? The same design — just a new host?
Tim: Yes, but we don’t always suggest that.
Usually this is just a cheaper alternative or temporary solution as part of a bigger project or eventual website redesign. This way they’re still working with designs that they’re used to but on a better structure or a different content management system (CMS).
The goal is to improve the editing experience and capabilities of the marketer without spending much effort creating an entirely new design.
What happens after launch?
Me: When you finish a website and hand it over to a company, do you stay in contact as a troubleshooting option, or do you just hand over the keys to the site?
Tim: Usually we stay in contact with a client for at least a few months after the site is launched, but many of our clients choose to stay with us for years.
Many of our agreements with clients are scoped beyond the website and focus on marketing and implementation as well. So, although the website team may be finished building or designing, that may just be the start of the relationship.
Some of our relationships are with clients who have an internal developer and the plan is for us to build the initial website and then hand it off to them to maintain. However, the majority of our clients do not have or need an internal developer.
IMPACT is an ideal fit for companies that do not have an internal website designer or developer because our websites are specifically built for flexibility and ease of use.
Once a website is built and launched, the goal is for everything to be easily edited within the controls of the CMS so a dedicated developer isn’t needed.
For clients that still want to have access to our website team for routine updates or support, we offer a support retainer which gives us a reserved capacity to address problems, issues, or bugs that come up after launch.
Should a business have an IT staff to run its website?
Me: So, we build sites mostly for clients that do not have an internal developer, and should not need one — is that correct?
Tim: Yes, that’s correct. Our clients should have at least one employee dedicated to marketing, but they do not need a designer or developer.
Our websites are built with maximum flexibility, and we plan ahead to determine all of the template combinations you may eventually need. This way, we empower the marketer to implement the strategies they need without requiring they know or use code.
We do this by building websites with page sections that are easy to drag, drop, add, remove, and rearrange.
Rather than designing a static template with a very specific design, we are instead designing modular sections that can be combined and used in any way the client may ever need.
Me: Does that sort of development would cost more up front?
Tim: Yes, because it takes more time. But, due to many of the efficiencies we have in place, we have made this as cost-effective as possible.
We’ve prepared a library of choices and layouts that enables our strategists to work with clients and determine what options are most appropriate for them. This allows us to create powerful templates with lots of flexibility and control but in an affordable way and with a shorter timeline than usual.
We are also able to build entirely custom sections or templates with this kind of website structure.
Clients who need a particular design, template, or section, can work with our team to create something that is entirely custom — or they can mix and match with what we already have.
This allows us to spend the majority of our efforts, and budget, on the most important needs of our client while still providing a website which is incredibly powerful and scales to the extent of their marketing activities.
Me: Can you think of a situation when a company that we work with would need a developer on staff?
Tim: Sometimes we work with clients that need to handle their data or website content in a specific way.
For example, they may have a large product database which is used as the source for the information which is displayed on their website.
Or, sometimes there is an internal designer or developer and the expectation is that we will build the foundation for the website and then train them on how to use it (and how to build on it) without the need to remain on a retainer relationship with IMPACT.
Me: In that case, if they had an internal developer, would our process of building a site be significantly quicker and less expensive?
Tim: Actually, it’s usually more expensive. This is because it requires more people to be involved in ongoing communication and discussions of the website. We also need to train this person (or team) to efficiently do everything that we normally would and, depending on their skillset and availability, that can take time.
Even though this doesn’t usually affect the amount of work going into the website itself, there is more communication needed in order to ensure everyone is aligned.
Usually our developers are not needed on routine meetings with clients unless something very technical is being discussed. But, when there is an internal IT team involved, they are going to be working very closely with the lead developer for that project.
This requires the additional capacity of our team to train them and show them everything that’s being worked on, which we normally would not have to consider.
How long do companies go between total redesigns?
Tim: This depends on many factors but, on average, a website should last you at least five years. The internet, and technology in general, is changing rapidly.
The capabilities of websites, marketing, and analytics are constantly advancing so companies will want to keep up with it.
A good website is built with the future in mind, in a way that enables marketers to keep up with best practices, and on a structure which allows developers to efficiently maintain it.
If you are considering redesigning or rebuilding your site just a year or two after it was initially built out, then something probably went wrong during the design process — maybe something was forgotten, or not everyone was aligned on the same goals.
Some things are unavoidable, such as a reliance on a plugin or version of code that is no longer supported by a server or CMS. But, most features of a website need to be planned and implemented as part of the core foundation of a website.
This first happens by aligning sales and marketing and determining how each of them use the website as a tool.
What a business should know going into a website redesign
Me: So, if you were a company looking to redesign your website, how do you know that you’re getting something that’s going to last?
Tim: For the most part, this really comes down to just ensuring that you talk about it.
For IMPACT, this has become the normal design process for websites. It’s something that gets brought up very early and determines how the project is scoped and implemented from start to finish.
If a drag-and-drop template structure with lots of flexibility and controls is something you want, or don’t want, it’s very important to bring that up early in any conversation so that everyone knows the goal of the project.
This is the case whether you are working with IMPACT or any other marketing and website agency.
Me: There is a belief that things become outdated faster and faster these days. But it seems like you’re saying because of the processes IMPACT uses, we can make things last longer than we’ve made them last in the past.
Tim: This is most commonly seen with websites that are hosted on a CMS.
Most of our clients are, of course, looking for a marketing website. Building a website in this way takes more time, but it’s necessary for enabling a marketing team to use the website for its core purpose.
We plan a website redesign based on our client’s current needs as well as their future needs to ensure they will have everything they need to accomplish their goals.
Me: Those conversations should happen early and often, right? What’s the best way to start that discussion?
Tim: Start making a list of the current troubles you have with your existing website. From that list, we can prioritize the most important features and where the majority of everyone’s efforts should go.
We’ve prepared several options for website packages so we can easily estimate costs and what might be involved in a new website. This allows us to be honest and upfront with our clients so everyone gets exactly what they need.
Why and How to Bring Empathy Into Your Content
Posted by DaisyQ
Creating content can feel incredibly difficult right now. If you’re like me, you’ve spent the last few weeks oscillating between a can-do approach and hours of staring into space. Here’s how to tap into those very real emotions and channel them into more impactful content.
What empathy is and isn’t
We commonly confuse sympathy with empathy. Sympathy is understanding and perhaps feeling bad for the struggles that someone may be experiencing. Empathy means understanding the person’s feelings and thoughts from their point of view. Sympathy is when you feel compassion, sorrow, or pity for what the other person is going through. Empathy is about putting yourself in their shoes.
In this post, I focus on cognitive empathy, which is the ability to understand how another person may be thinking or feeling. Cognitive empathy helps communication by helping us convey information in a way that resonates with the other person.
Feelings, who needs ’em?
I’ve always struggled with how to deal with my emotions. For much of my life, I thought that I needed to keep how I felt under wraps, especially at work. I recall tough days when I Googled reasons to get out of bed, and when I reached my desk, I would try to leave my emotions at home and just focus on working. Sometimes, the office felt like an escape. But usually, pretending to be unfeeling was a difficult if not impossible task. When this strategy backfires, our feelings overrule us. I’ve come to embrace the fact that emotions are what make me whole and human.
There’s a lot going on, and we’re all grappling with it
Creating marketing content can be incredibly hard right now because there is just so much going on — not only in your mind but in your readers’ minds, too. Rather than shy away from the current emotional challenge, embrace it to transform your work and get more joy out of the content creation process.
People are looking for information, and depending on your industry, there may be several content opportunities for you to dig into. Or maybe you are in an industry where it’s business as (un)usual, and you have to create email newsletters or blog content like you always have.
Whether you sell industrial components to obscure parts of machines or homemade broths, there’s room in your content for empathy. For example, are you creating a blog post on how to work from home? Think about the parent who’s never had to juggle homeschooling their kids while holding conference calls. Are you writing about cyber threats and the need to protect firmware? Think about how the risk of a cyberattack is the last thing a dispersed IT team wants to deal with right now.
Your readers are all grappling with different issues. The ability to convey empathy in your writing will make your work much more captivating, impactful, shareable, and just plain better — whether we’re dealing with a pandemic or not.
Do I have to pretend to be a mom now?
No, you don’t. In fact, pretending can come off as disingenuous. You are not required to have the same lived-in experiences or circumstances that your reader does. Instead, just try to understand their perspective.
See if you can tell the difference between these messages:
“Chin up! It’s hard, but I’m sure it will get better.”
“I know everything looks bleak right now, but you will get through this.”
While there is nothing wrong with the first sentence in the above example, the second sentence comes across as more caring and compassionate.
Done well, empathizing can make it easier to understand the challenges, frustrations, fears, anxieties, or worries your readers might be experiencing.
How to infuse content marketing with empathy
Empathy is a skill. Those who master it gain the ability to create content that not only addresses a surface problem or issue, but also hits a deeper level by accessing the perspectives and emotions involved.
Picture the person reading
Want your readers to take action? Try to understand them.
Take your health, for example. Pretty much any advice given by your doctor would be critical, right? Yet we often struggle to implement it. Why is that? One reason could be empathy. Studies show that better health outcomes result when a physician shows empathy towards their patient.
Are you trying to incite action with your post? Maybe you want your readers to do more than just read your blog and carry on with their lives, then seek to understand where they are coming from first. Whether you’re creating a blog post or a video, picture the person who will read or watch what you are sharing, and speak directly to them. Better yet, find an image of someone that represents your intended audience online and pull it up while creating. Make your audience real. In turn, your content will become more productive because a reader who feels understood is more likely to apply what they read.
This tactic works for me when I have to create a how-to video or break something down. I pick an image from the web and ask, “Would they get it?”
Set a goal for your content
Creating content can be a slog. Setting an intention is one of my favorite ways to give purpose to my process. It helps me push through the mornings when I don’t care about finishing that first draft. I like to think about where I want to take the audience, then revisit that goal again and again until the project is complete.
For example, the goal of this blog post is:
To help business owners and marketers who need to send out emails or write blog posts while we’re dealing with a pandemic. It’s not business as usual, and empathy is what we need now more than ever. I will share why empathy works, and give practical tips on how writing in a more relatable, humane, and approachable way can help get the point across.
When I start a new post, I print a paragraph like this right at the top of my word doc. I revisit it multiple times while I’m writing and reviewing the draft. Then, I delete it right before I submit the post. Moment of truth: Does the post stand on its own? Does it express what I need to say? If so, I know it’s ready.
Share personal stories or anecdotes
I read a story by Leo Tolstoy recently that really stuck with me— in fact, the ending haunted me for a while. It was a story about greed titled, “How Much Land Does a Man Need?”
Tolstoy could have written an essay on how greed is wrong, but I probably wouldn’t have remembered it. Instead, I can vividly recall the farmer who dies during the struggle to get one more foot of land even though he has more than enough already.
Personal stories give meaning to your work, and you don’t need to travel to a Russian prairie to find examples. There is material in your everyday life that you can put onto paper. Think of childhood memories, past events, relationships — heck, your favorite passage from a book. How can you weave these into your narrative in a way that will connect with the reader? How can you share a tidbit from your personal life that will pull your readers in?
The ultimate question is: Who’s your audience? Once you know that, you’ll know what to share.
If you have to write about budgeting tips, put yourself in your reader’s shoes. Think back to a time when you had to watch where every dollar went. How did you cope? What resources did you use? Relate that to what your reader’s budget struggles may be today. How can your experiences help you empathize with a mom in a single-income household who now has to file for unemployment? Or the business owner who needs to re-shuffle a budget and maybe cut ancillary services? You don’t have to be in their position to appreciate what they are going through.
Think less self-promotional and more educational
Have you ever gotten to the end of a blog post and wondered why you bothered reading at all? That writer probably made an impression on you, and it wasn’t great.
Reward the reader by giving them something actionable. Help them achieve a goal they have, or include something worth retelling that’ll impress their boss, friends, or spouse. Look beyond what you’re immediately selling and appreciate how it relates to the bigger picture. Even an external hard drive or a peppercorn grinder can take on new meaning when you look at it from this perspective.
Perhaps that external hard drive is not just gigabytes but a way to digitize a family album to share with distant relatives. Or for the budding YouTuber, it may be a way to store all their outtakes without slowing down their computer. Show them how they can get more storage space or pick the best product for their needs. How can they use your advice to live their best life?
Learn from the masters
Put down the business book and try fiction.
As marketers, we can get stuck in a cycle of reading marketing content. I have at least 12 books that I could (and should) be reading instead of a Hemingway classic. But reading non-marketing materials will improve your empathetic skills by demonstrating how storytelling works.
I’m halfway through “A Farewell to Arms”, and I think the point of the story is that wars are long and pointless. I could be wrong, but I haven’t stopped reading it yet. That’s the key — the narrative is carrying me along. I’m invested in the characters and their endings. I want to find out what happens to Catherine Barkley because I empathize with her.
If you want to kick it up a notch, learn from works like Stephen King’s “On Writing” or Joseph Campbell’s “The Hero with a Thousand Faces”. These classics pinpoint principles of narrative that work consistently across time and space. They’re as relevant and essential as ever, and they can inform, strengthen, and enliven your content. Bonus: maybe they’ll inspire you to write that novel someday.
Creating content with empathy helps you and your readers
Really good content makes us feel something. It’s a feeling that sticks with us long, long after the words have escaped our minds. That’s the kind of impression you can leave in your readers’ minds, but not without getting to know where they are coming from. Simply stating numbers and stats and figures won’t cut it. We don’t operate in a vacuum. Our relationships with people, our shared experiences, and our connections are what drive us, and in times like this, that doesn’t change. Let it be the glue that helps you bond with your audience.
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5 Startup Marketing Ideas That Actually Work
Are you new to the startup game, and even newer to the content marketing game? With all the work that goes into starting a business, there’s little time to think about marketing strategies that prove successful and are feasible for a startup’s teams to execute.
If you find yourself in this boat, don’t panic. You probably know the tools that are helpful for startup marketers to use when strategizing — a CMS, social media accounts, and graphic design software, for instance.
Now, what you need to know is how to use these tools, and similar methods, to create campaigns that align with your business goals. You may have seen other startups’ glowing marketing techniques and found yourself wondering how to create a winning strategy.
For that, we’ve got you covered. To get a sense of how a marketing strategy can produce success for your startup, we’re going to lay out some ideas. These ideas are from startups, and will help you visualize how a successful strategy can be helpful for your own marketing goals.
So, in the next section, let’s go over some startup marketing ideas.
Startup Marketing Ideas
Other than starting an email list, using online software, and taking high-quality images, what else can you do to market your startup? Below are some examples:
If you’re struggling to come up with new marketing strategies, maybe you can put a new spin on one that works for your campaign goals. Like some of the companies mentioned, you can use tools you already have at your disposal to execute a winning campaign.
1. Use paid ads to build a community.
Starburst Data is a B2B that helps companies understand their website analytics. They use a search query engine that organizes data, so customers can interpret large amounts of data quickly. This startup uses ads on LinkedIn to connect with its audience, like this one promoting their software:
A content marketer for a company like Starburst has a good chance of finding its target audience on LinkedIn, since it’s a platform for professional networking. Part of this marketing campaign involves using LinkedIn Ads to build community and provide helpful information.
A similar B2B startup strategy could involve making use of a social media platform’s paid ads offerings to cater to your audience. Alternatively, you can upload offers for free and use hashtags to get them seen by more prospective customers, like #B2BMarketing, or #MarTech.
2. Try social media to connect with customers.
Social media marketing doesn’t have to include spending money — it can be used to grow your audience and connect with existing members. Take Paperless Parts, for example, a manufacturing company with a stellar Facebook page:
It’s free to create a Facebook Business page and optimize it so leads and customers can find it. The Paperless Parts feed begins with recommendations and reviews from happy customers, showing that the business has a dedicated customer userbase. After that, the business posts videos that go behind-the-scenes of the manufacturing process, and also post reminders for webinars and other website content.
A social media page for a startup that showcases customers provides helpful content and encourages audience participation is a free strategy to expand reach, bring clicks to your website, and show credibility in the industry.
3. Crowdfunding marketing, which can generate press.
Are you thinking about starting a crowdfunding campaign? If you do, you could earn great press from publications, expanding your campaign’s reach. Take NeighborSchools, for example, which is a child care startup. NeighborSchools offers unique daycares from licensed and experienced professionals.
When the minds behind NeighborSchools began to seek funding to scale up their service, they turned to crowdfunding to seek out people who believed in the service and were able to invest. This tactic earned the company $3.5 million in seed funding, and the success caught the eye of major publications.
Even if you have just a few customers, you can use your crowdfunding campaign as a marketing tactic to get more people interested in your business.
4. Host a virtual meetup instead of a conference.
Mabl is a Boston-based SaaS provider for machine learning test automation. It makes the lives of developers who have to test their solutions way easier. To build a larger community, Mabl hosted a virtual meetup with industry experts.
The meetup’s speakers educated its attendees about software testing. This idea is a cool, low-cost way to expand your professional network and provide valuable content for customers without hosting a conference.
5. Use user-generated content to tell your story.
Startups don’t usually have the revenue to produce big-budget social media campaigns. For travel agency Hopjump, their marketing team found that the best way to tell their story is on Instagram. The business page is filled with clients enjoying their destination vacations, booked using the service:
Customers who post their amazing travel pictures on Instagram can tag Hopjump for a chance to be featured on the page, and this also increases exposure for the startup. Satisfied customers can share their experiences with more of Hopjump’s target audience.
A marketing campaign that includes user-generated content is an easy, free way to work in testimonials. You can use your social media channels to execute the campaign and include hashtags for the chance to appear in more feeds.
When thinking about campaign ideas, you might not have to look that far. You might be able to turn some of the tools you already have at your disposal to boost your campaign messages. Is there a webinar you can host about a topic, or a content offer you think will resonate particularly well with your LinkedIn audience?
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