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.
How to Create a Successful Influencer Marketing Campaign
When you’re planning how to create a successful influencer marketing campaign, there are many factors that come into play. From what influencer marketing is in 2020 to what to include in an influencer marketing contract to whether you need an influencer marketing platform, it can be overwhelming to plan a strategy that is right for your brand.
The buzz around influencer marketing is echoing loud and clear – it’s THE it trend of the year. From bloggers sharing their “must-haves” on Instagram to subject matter experts endorsing their favorite reads on LinkedIn, you’ve most likely experienced influencer marketing as a consumer.
In fact, according to HubSpot, 71% of consumers are more likely to make a purchase based on a social media reference. Influencer marketing can give brands a more engaging and authentic voice with consumers, so what do marketers need to know when it comes to the continuing rise of influencer marketing?
3 Ways to Improve Your Influencer Marketing Campaigns
Whether your brand is dipping its toe into the influencer marketing pool or you’re looking to ride the wave into even higher sales this year, there are a few key elements to consider: savvy marketers need to have authentic relationships with their influencers, create efficiencies with campaign management, and realize the growing acceptance of micro-influencers.
Let’s dive in further. Here are 3 tips to running successful influencer marketing campaigns.
Tip #1: Focus on Relationships
Now is the time that quality over quantity really matters. The shift towards this more personal marketing approach delivered by influencer marketing has been driven by the increased demand of consumers who want to know that the brands they support not only offer quality products or services, but also, come recommended.
As influencer marketing becomes ubiquitous, one primary realization has crystallized: it’s not enough to identify and pay influencers for single-post campaigns on just one platform. Not all influencers are created equal, and the best way to ensure a successful campaign is to develop relationships with both paid and organic partners who can employ a multi-platform approach, all while using influencer strategies to augment your brand’s internal multi-channel campaigns.
Tip #2: Leverage Data-driven Influencer Marketing Platforms
Over the past several years, influencer marketing has expanded exponentially. In fact, it is now a $5-10 billion dollar industry. So it makes sense that this channel is driving more interest and investment than ever before.
Just like any other marketing initiative, reporting and optimizing is key in understanding the success of your program. Especially now as influencer marketing is gaining traction and understanding in the C-suite, engagement metrics just won’t cut it.
Brands need to partner with a data-driven influencer marketing platform that can provide influencers with the tools they need, track activity and conversions, manage payouts, as well as analyze trends and measure ROI. The ones that are able to automate emails, customize share links, and white-label their programs are the brands that will see the most success this year.
Tip #3: Partner With Micro-Influencers and Customers
The exact definition of micro-influencer is still being decided as brands select personas with as little as 1,000 followers all the way up to 200,000 followers to champion their brand’s products or services. But one thing is clear: brands are slowing down in the race for social status and one-time traffic boosts that come from celebrity endorsements and focusing more diligently on relationships that provide conversions.
Higher demand for micro-influencers will also mean an increase in the value of their services. Brands will need to be more thoughtful and genuine in creating partnerships with influencers. Most importantly, brands must show micro-influencers how they can benefit from a relationship and/or improve their career.
How to Create a Successful Influencer Marketing Campaign With Technology
The rising need for influencer marketing software that can keep up with digitally savvy marketers can no longer be ignored. With 92% of 18-to-34 year-olds saying they seek recommendations from friends and family when considering a product purchase, it’s no shock that leading-edge marketing teams across industries are leveraging an influencer marketing platform to automate and optimize this referral-generating channel.
Spending increases are great, but let’s talk about results. What can marketers do to make sure they are on the path to profit when it comes to influencer marketing strategies?
Here are 11 secrets proven to deliver influencer marketing success:
1. Utilize the Portal Registration Page
The portal registration page allows you to collect additional information from your influencers such as their blog URL or social media handles. Once they enroll via the registration form, influencers will automatically be logged into the portal for easy sharing.
2. Auto-Enroll Influencers
For relationships you’ve established with existing influencers, auto-enroll them into your program to make participation turnkey.
3. Kickoff the Program
Don’t just hope that influencers will find your program. Announce your program launch through dedicated emails to start seeing results quickly.
4. Build a Program Overview Landing Page
Provide influencers with a comprehensive overview of the program by having a dedicated page to point them to.
5. Enable Share Codes
Allow influencers to create multiple links that they can customize and redirect to point to specific products or services. Share codes, accessed through the portal, provide influencers with an easy, memorable way to share while gaining additional insight into which sources and mediums convert best.
6. Provide Promotional Assets
Within the portal, you can provide influencers with assets that they can embed on their blog or website. Once embedded, these assets are clickable and trackable.
7. Create an Educational Guide or Video
Send a toolkit with all of the details to new influencers in the welcome email and include a link on your program overview landing page. Include information on what and where to share, how to utilize the portal, recommendations for seeing success and more.
8. Send Dedicated Emails
Encourage engagement by providing useful program information in dedicated emails. These emails can offer suggestions for seeing success or even recommended content to share.
9. Build a Community
Create a place where you provide influencers with exclusive content and recommendations. A private Facebook group is a great way for influencers to communicate with each other and your brand.
10. Utilize a Revenue Share
Most influencer programs offer a commission that is a percentage of the total purchase. Monetary commissions, such as PayPal, are most successful.
11. Offer a Dual Incentive
Rewarding both the influencer and the referee can provide a substantial lift. Coupon codes, which can be presented within a customizable welcome message upon landing on your site, are a great option for incentivizing the referee to convert.
How to Launch and Manage an Influencer Marketing Campaign
From beauty and fashion to software and services, successful companies are using influencer marketing software, like Ambassador, to optimize their word-of-mouth marketing programs.
The best practices shared above can help your brand focus on increasing the quality and quantity of your influencers, while ensuring you are offering the right incentive, at the right time.
Top 15 Facebook Advertising & Marketing Podcasts in 2020
- Facebook Advertising & Marketing Podcasts
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Facebook Advertising & Marketing Podcasts
Seattle, Washington, United States About Podcast In Next Level Facebook Ads Podcast, Phil Graham and Sam Carlson help you master Facebook ads and give you an edge over your competition. If you want to be part of a movement that is taking digital marketers to new heights, this is for you. Frequency 1 episode / week Since May 2017 Podcast fbadspodcast.com
Facebook fans 26.5K ⋅ Twitter followers 660 ⋅ Domain Authority 5ⓘ ⋅
Saint Petersburg, Florida, United States About Podcast ‘I know Facebook Ads have been effective for others, but they are too hard and too confusing. I’m running ads now, but I think they could convert for a better cost.’ says host Jenn. The Ads Maven, Jenn Possick is here to help by sharing the secrets behind making Facebook and Instagram ads work for you – to get thousands of new subscribers onto your email list and to sell your products and services to your existing audience online. Frequency 1 episode / day Since Sep 2019 Podcast inspiredchoicesnetwork.com/p..
Facebook fans 6.2K ⋅ Twitter followers 7.7K ⋅ Instagram Followers 1.2K ⋅ Domain Authority 35ⓘ ⋅ Alexa Rank 3.2Mⓘ
Portland, Oregon, United States About Podcast Learn Paid Media is a podcast that focuses on teaching you all aspects of online paid media. Nick Banik is a digital marketer with experience managing Google Ads, Bing Ads, Facebook, and Instagram Ads, Pinterest Ads, YouTube advertising, programmatic display advertising, and much more. The podcast focuses on how to learn paid media and how to manage online advertising campaigns for both large and small budgets. Frequency 2 episodes / month Since May 2019 Podcast learnpaidmedia.com/podcast
Twitter followers 43 ⋅ Domain Authority 5ⓘ ⋅
Knoxville, Tennessee, United States About Podcast Facebook ads with a Twang is dedicated to taking the often over complicated process of creating successful Facebook ads and breaking them down step by step in less than 10 minutes at a time. Frequency 5 episodes / quarter Since Jul 2017 Podcast onefocusmarketing.com/blog-page
Facebook fans 11.7K ⋅ Twitter followers 613 ⋅ Domain Authority 23ⓘ ⋅
Utah, United States About Podcast Host Taylor Timothy is an online marketer, paid ad expert, and a lead generator. The Marketing Lyfe podcast is to help small businesses , and entrepreneurs get more leads and sales for their business so that they can grow. The key to success is using paid ad platforms such as Facebook, Instagram, youtube, and google. Running Paid traffic is essential for your success. You must be running Facebook ads, Instagram ads, Google paid ads, Youtube ads if you are wanting to take your business to the next level! Frequency 2 episodes / week Since Sep 2018 Podcast buzzsprout.com/696946
Facebook fans 105 ⋅ Domain Authority 68ⓘ ⋅ Alexa Rank 10.9Kⓘ
6. Pin To Top
Philippines About Podcast Pin To Top is a podcast for Entrepreneurs and Experts who would like to get help doing Facebook Marketing and gain excellent business ideas. Let ‘Pin To Top’ provide you with Facebook Marketing basics, strategies, and tactics – plus excellent business ideas every now and then – to help you maximize your Facebook presence less the overwhelm. Frequency 1 episode / week Since Feb 2019 Podcast anchor.fm/pin-to-top
Facebook fans 871 ⋅ Domain Authority 74ⓘ ⋅ Alexa Rank 5.5Kⓘ
Woodland Park, New Jersey, United States About Podcast Fast Forward, Inc is a digital marketing agency in New Jersey. eCommerce Uncensored by Fast Forward, Inc is a podcast dedicated to bringing eCommerce entrepreneurs actionable tips and techniques to grow their sales, email list, and traffic. They’ll talk about Email Marketing, Facebook Ads, Social Media Marketing, Shopify, Woocommerce, Sales Funnels, and much more. Frequency 2 episodes / week Since May 2017 Podcast ecommerceuncensored.com/cate..
Facebook fans 219 ⋅ Twitter followers 174 ⋅ Instagram Followers 1.4K ⋅ Domain Authority 19 ⋅ Alexa Rank 1.4M
Parker, Colorado, United States About Podcast The Social Media Marketing Happy Hour Podcast hosted by Dawn Marrs & Traci Reuter is designed for the entrepreneur, solopreneur, small business owner and marketing leader who is ready to learn to leverage organic social media marketing, sales funnels, Facebook advertising, and Instagram ads. Grow your email list, generate more leads and sales and just be more effective with your marketing. Each episode is jam-packed with success tips & nuggets to help you succeed in your entrepreneurial journey. Frequency 2 episodes / quarter Since Jul 2014 Podcast happyhourhangouts.com/catego..
Facebook fans 7.3K ⋅ Instagram Followers 1.9K ⋅ Domain Authority 33 ⋅ Alexa Rank 1.5M
Clearwater, Florida, United States About Podcast ‘After delivering seminars all over the world, I realized how unique the knowledge I have really is. So I decided to share my ability, to help people become successful in what I view to be the greatest marketing era in humanity’s history.’ is what host Manuel says. Tune in to this podcast to get Facebook marketing insights, tips, and ideas from Manuel Suarez. Frequency 3 episodes / month Since Mar 2018 Podcast anchor.fm/facebookninja
Facebook fans 3.9K ⋅ Twitter followers 237 ⋅ Instagram Followers 11K ⋅ Social Engagement 1 ⋅ Domain Authority 74 ⋅ Alexa Rank 5.6K
10. The Content Fix
Richmond, Victoria, Australia About Podcast Do you want to know how to use content, social media and digital marketing to make people aware of your business, build engagement and convert that audience into customers? The Content Fix podcast provides you with mini masterclasses and interviews to transform your content and social media from a time drain to a winning business strategy. Tune in to learn the techniques for expanding your business. Frequency 1 episode / week Since Jun 2019 Podcast jillianbowen.com/podcast
Twitter followers 6.7K ⋅ Social Engagement 33 ⋅ Domain Authority 6 ⋅ Alexa Rank 2.8M
11. Casual Fridays
San Diego, California, United States About Podcast This is a podcast for marketers and entrepreneurs looking to get on the social media fast track. Tyler also shares tools and processes he personally uses to help him with social media management, marketing, productivity and more. Frequency 1 episode / week Since Aug 2013 Podcast casualfridays.com/category/p..
Facebook fans 4.7K ⋅ Twitter followers 4K ⋅ Instagram Followers 1.1K ⋅ Domain Authority 40 ⋅ Alexa Rank 1.2M
12. Exposure Ninja
Nottingham, England, United Kingdom About Podcast Looking for ways to increase your website’s visibility and significantly grow the sales it generates? Join bestselling digital marketing author and Head Ninja at Exposure Ninja Tim Cameron-Kitchen as he, the Ninjas and special guests share ‘real-life’ actionable tips straight from the digital marketing front line. Frequency 5 episodes / quarter Since Oct 2016 Podcast exposureninja.com/podcast
Facebook fans 4.6K ⋅ Twitter followers 2.1K ⋅ Instagram Followers 839 ⋅ Domain Authority 42 ⋅ Alexa Rank 140.2K
13. You Unplugged
Berkeley, California, United States About Podcast Tips, interviews, and shortcuts for marketers who realize they MUST stand out to be noticed. Kim Klaver helps marketers who want to get regular customers engaging others like a normal person, and automatically on Facebook and email. Frequency 15 episodes / year Since Jun 2015 Podcast youunplugged.com
Twitter followers 2.3K ⋅ Social Engagement 1 ⋅ Domain Authority 13 ⋅
The post Top 15 Facebook Advertising & Marketing Podcasts in 2020 appeared first on Feedspot Blog.
Your Demand-Gen Strategies Have A “Last Mile” Problem (Here’s How to Fix It)
/As a demand gen leader, you and your team are working hard to capture the attention of your target audience and nurture them through the buyer’s journey. You’re constantly strategizing, launching new campaigns and optimizing your performance. And each month, you hand off a healthy number of leads to your sales team.
But only a small fraction of those leads become customers. And as the pressure mounts to achieve ever-increasing revenue goals, your organization’s sales and marketing teams become embroiled in a vicious blame game.
Sales leaders complain the leads marketing sends aren’t any good, marketing leaders argue the sales team isn’t working hard enough to close the leads they send and no one can agree on how to make things better. Because, while marketing tech improves your ability to turn content into leads, it stops short of helping you transform leads into sales.
It’s a frustrating problem that’s neither squarely in the realm of sales or marketing, but an organizational fumble in the last mile: The critical window between earning a lead and landing the first meeting.
Why does this happen? And what can you do to fix it? At Kronologic, we’ve spent the last year investigating these questions. And here’s what I’ve discovered:
Why Do So Many Organizations Fail In The Last-Mile?
For more than a year, my company has been working with sales and marketing executives at many of the world’s fastest-growing organizations, and we uncovered something unsettling: Companies are losing, on average, between 30% and 80% of their leads before they ever become opportunities. That translates into literal millions of dollars left on the table every quarter (and, in some cases, every month).
We also discovered three main reasons organizations lose those leads:
- Competition is rising: The marketplace is more crowded than ever. Time is a precious commodity and even if you manage to capture a prospect’s attention and keep it through the initial phases of the buyer’s journey, there are zillions of other vendors/projects/problems vying for their attention.
- Customers are growing more informed: Thanks to big data and the proliferation of content, your prospects have access to most of the same information you do. Much of the buyer’s journey happens before someone reaches a salesperson.
- Everyone is busy: You’re busy. Your sales team is busy. Your audience is busy. All our calendars are brimming with meetings, phone calls and appointments, and the further you have to push out a conversation, the less likely it is to happen. It’s essential you nail down a time when your solution is still top-of-mind for your prospect because your sales team’s window of opportunity for landing a meeting shrinks exponentially every hour.
What Can You Do To Fix It?
We’ve identified the problem and why’s it’s happening, but what can we do about it?
Here’s where I give you some good news: You have the power to significantly reduce your last-mile problem. In fact, as an industry-leading marketer, there’s a good chance you’ve already identified lead deficit as a top KPI and begun building strategies to reduce it.
Early attempts to address this issue have emerged in the form of Calendly and other link-based schedulers that your sales team may be relying upon today. (And before link-based schedulers, you could summarize the industry strategy as “death by a thousand emails.”)
But those solutions are still too passive, requiring too much time and activity from a busy salesperson and their equally busy prospects. Plus, there’s no way to prioritize higher-value meetings.
Instead, you need technology that monitors leads’ actions and behaviors and automatically connects both parties at the moment you’re most likely to earn a meeting. (At Kronologic, we call this an Active Scheduling Platform.) By leveraging behavioral data and automating the appointment-setting process, you can capture a larger chunk of your leads and take back the millions (or tens of millions) you’re likely leaving on the table.
Plus, when salespeople aren’t spending vast portions of their workweeks playing email tag with leads, they can focus on other revenue-generating efforts. Like identifying which prospects’ pain points match to your company’s value propositions, for example, and having meaningful conversations that lead to highly profitable, long-term relationships.
The last-mile problem can feel insurmountable in our world of hyper-busy days, jam-packed schedules and shrinking attention spans. But, by relying on the right tech, you can seize opportunities to schedule those critical conversations and heal the discord between sales and marketing for good.
Aaron Bollinger is the Co-founder and CRO of Kronologic. Aaron is a winemaker, sales leader and former TV producer who’s not satisfied unless he’s taking on a new challenge. He’s spent most of the past two decades selling technology solutions to the world’s largest brands at all stages — from pre-seed to IPO and everything in between.
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