How Website Redesigning Can Boost Your Digital Marketing Campaign?
In the ruins of Pompeii, archaeological evidence from more than two thousand years ago shows the existence of an individual named Umbricius Scaurus, a manufacturer of a particular type of fish sauce in circa 35 CE.
Excavations in his residence/place of business reveal walls decorated with mosaic patterns that have images of his “brand” and slogans touting its qualities.
Scaurus’ fish sauce is known to have been highly prized across the Mediterranean and was known as far away as France. Apart from fish sauce, the excavations revealed branded wine jars and carbonized bread loaves stamped with their makers’ names and symbols.
What has all this to do with marketing in the digital age, you wonder. Plenty – because the endgame of marketing, right from the early days of Ancient Pompeii has been the same – to promote businesses that sell products or services. It is involved in creating, communicating, delivering and exchanging offerings that hold value for customers/clients.
The Dawn of Digital Marketing
The phrase “digital marketing” was coined in the 1990s, with the advent and widespread use of the internet. 1993 will go down in marketing history as the year that the first clickable banner was launched and banner ads soon gained popularity.
1994 witnessed the debut of Jerry Wang’s Guide To The World Wide Web (better known today as Yahoo!) and it received more than a million hits that year. This marked the move by many organizations and companies optimizing their websites to get ranked higher on search engines.
1996 was the year when several other search engines such as HotBot, Look Smart and Alexa saw the light of day.
Google was created in 1998 and the rest, to use a well-worn cliché, is history.
The rise of social media and the creation of the cookie were other important milestones in the journey to the present era.
The digital marketplace is today a 24x7x365 phenomenon that continues to be in a flux. With posting on social media being judged as the top online activity among Americans in 2014, it has resulted in the emergence of Twitter, Instagram, Pintrest and Facebook as prominent digital marketing spaces.
Your Website’s Role In Your Digital Marketing Campaign
Studies conducted by the eCommerce Foundation show that today more than 80% of customers tend to research a product before they buy a product both in-store and online.
An attractive, highly-ranked website, carrying fresh, unique and engaging content that gives a great UX, is easy to find and navigate, personalized to your individual needs, preferences and budget is an integral element in a successful digital marketing campaign. Every component in the website matters and must be installed with care, be it colors, fonts, style, layout, design features, buttons, links etc.
It is your Always-On neon sign that gives visitors and customers a message about your brand, personality, offerings, benefits, and tells them about what distinguishes your business/product/services from the millions that are available around the world.
It also serves as a launching platform from where consumers can get more information on related subjects, your own products and services, and your organization. For instance, social media links on your website help customers to back-and-forth easily between your website and their preferred social media platform.
Websites also enable other forms of Digital marketing such as email marketing and PPC (pay per click). They play a vital role in boosting sales revenue, building brand loyalty and credibility, attract the best talent, and offer round-the-clock store accessibility.
Boost Your Digital Marketing Campaign With a Website Redesign
If you already own a website, it’s important to frequently check its health and functionality, good looks and attractiveness and whether it’s in sync with the latest tech trends. And if you feel it’s falling short on any of these parameters, it’s probably time for a Website redesign project.
Website redesigning can transform a kittenish website into a roaring tiger! When you make the right changes, discard the parts that don’t work, protect the assets that have always come up with the goods, optimize for the latest search engine parameters, ensure world-class content, your website can become everything that an entire marketing department did in the old days.
The chief reasons for a redesign project are:
1. To create a buzz on social media: With the world getting accustomed to check social media first thing in the morning and last thing at night, if your website hasn’t kept pace with this trend, you’re in trouble. Social media is an affordable, accessible, engaging route to your customer. It boosts brand loyalty and traffic, and most importantly, hikes SEO rankings.
2. To support your content marketing plan: Content is king today and your website redesign project must necessarily focus on this. Older website architecture wasn’t capable of supporting this kind of content, building lead databases, marketing automation, etc.
3. To phase out outdated tech: If your website hasn’t been through a makeover for more than two or three years, there’s every possibility that it has features that make it slow to load, poor navigation, annoying 401 errors, etc. Many older websites were built in Flash that’s not compatible with mobile devices and difficult for search engines to locate. A redesign project will take care of these elements.
4. To improve security: One of the top reasons that people give bad reviews on social media to websites is poor security. Whether your business is small or big and whatever its products/services, your customer needs to feel confident that their privacy and financial data is protected. Redesign your website keeping this as a top priority.
5. Omnichannel marketing: Websites that aren’t optimized for browsing on different devices such as laptops, smartphones, tablets, etc. will most definitely lag behind in the race to grab business. A huge majority of customers/visitors today come via mobile phones. They continue to switch between devices as they search for products, compare prices, read reviews and finally purchase. One study shows that 26% of website visits are via tablets, 42% on a mobile phone and the rest may be on desktops or they switch to either of these two devices as they move out of fixed locations. Ensure that your redesign addresses this aspect.
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