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Blog - Attracting

 

How to Break Free of Search Marketing and Get to Search Results

Posted Wed, October 1, 2014 by Julie Short

Search engine optimization and search marketing are so ubiquitous these days they almost feel like our national sport. Visit a conference of business owners or marketers, for example, and you’ll hear every bit as much talk about Google, algorithms, and search engine rankings as you would football at a bar.

That fascination can actually be a mixed bag. That’s because, for as much as the details of SEO matter, what matters more is being able to attract customers and help them when they find your website. After all, buyers are the ones who buy; search engines can only refer them.

For that reason, there is some value in breaking free of the cycle of search marketing and concentrating on search results instead. Here are a few ways to make that happen:

Go Back to Psych 101

Search engine optimization is all about how potential customers can find you. One thing that often gets overlooked throughout that process, though, is thinking about why they would buy from you.

For all the attention being paid to analytics and demographics, many marketers overlook basic motivations. What do you have to offer your target audience, and why should they want it? The more of these answers you have, the easier it is to build offers and campaigns that appeal to the customers you really need.

Concentrate on UX

UX (or user experience) is all about making it easy for your customers to find whatever it is they want on your website – whether it’s answers, products, or something else.

Often, someone searching for a solution or vendor will look through several – and maybe even dozens – of different search engine results trying to find the right fit. For that reason, having a user-friendly site with lots of searchable content, easy-to-scan text blocks, and straightforward navigation structure can be more valuable than simply adding keywords because it keeps the visitors you do get on your pages.

Gear Everything Toward Action

Content is great, but the text on your website needs to lead somewhere beyond a simple search result. You have to have a goal, something you want new visitors to do.

This isn’t just about calls to action, although these are important. You also want to add a persuasive element to the copywriting on your website, along with social proof (usually in the form of testimonials and reviews) that show people your business is worth working with. Otherwise, you can’t generate any action, and all the search traffic in the world is useless without results.

If you’re looking for the very best in search marketing and web design in Dallas or Oklahoma City, call WebRevelation at 405-607-0349 or 817-283-3324 today and ask for a free consultation. You might be amazed at what we can do for your company!

Posted in : Websites , Website Content , SEO/SMO/SMM | 
Tags : attracting customers


How to Attract the Best New Talent to Your Company this Hiring Season

Posted Thu, July 3, 2014 by Julie Short

To attract the best employees, you need to capture the attention of this year's most talented college graduates. Job boards and campus recruiting are two great ways to spread information. But to reach the widest pool of job seekers, you also need to maximize the one resource that every company has at its disposal: your company website. A website that is coherently branded, contains solid information, and is easy to navigate gives young job seekers a good first impression and can even predispose them to want to work for you.

Use your website to promote your brand

If producers decided to make a film about your company, what Hollywood actor would play your CEO? What genre would the film be? Would it be a romantic comedy or a period drama? What’s the soundtrack like?

You get the idea. According to talent maximization expert Roberta Matuson, "attraction trumps recruitment time and time again". HBR's poll of 15,000 millennials supports this idea: the number one thing young people look for in a company is "people and culture fit" – much more so than salary.

Related post: Does Your Website Effectively Reflect Your Brand?

Think of your website as projecting your company's identity and telling its story. Images, color, layout and font need to be consistent so that your brand is both recognizable and stays with your viewer. Create personable, engaging profiles of your employees – or, if you’re a larger organization, your leaders – so that the culture and work environment are part of the primary focus.


Make sure the site is easy to navigate

A few years ago, it was popular to construct websites that held their viewers hostage with disabled back buttons and large popup windows. Now these features are understood to be cardinal sins of web design. All features like this do is irritate the viewer, who will simply close the browser and start all over again, making a mental note not to return to your site. Ouch.

Keep distractions to a minimum. You want to construct an appealing website that prospective job seekers not only want to explore but also immediately know how to explore. You can accomplish this goal in the following ways:

  • Make your company information easy to access by adding a professional-looking "contact us" form or button on every page.
  • Streamline the content on your site so that viewers can load it in under four seconds.
  • Include a clear navigation map on your header or footer. Visitors should never have to click at random to find their way around the site.

Don't forget the bells and whistles

We said to streamline, we know – but there are a couple extras that aren’t actually extras at this point. If you’re going to attract young talent to your company, you must have these two things:

  • Mobile-ready design
  • Strong social media presence

Related post: 4 common pitfalls of mobile web design


A report by beyond.com states that 77 percent of job seekers are using mobile apps to locate jobs. Not having a mobile-ready site is almost as big a mistake as not utilizing social media to advertise and promote your company brand. The number one way that millennials learn about great companies to work for is recommendations from friends; and social media is one of the main ways that friends stay in touch. A mobile-optimized site and a solid social media presence will drive the traffic you want straight to your website.

When you’re trying to attract new grads to your company, remember that making yourself visible is half the battle – so use your website wisely, and you’ll be receiving applications in no time.  

 

Posted in : Websites , Business Strategy | 
Tags : attracting , hiring , college , graduates


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