Why You Need Maintenance on a WordPress Website?

When you first create your website, everything is working and it’s all shiny and new. But then, it starts to get older, it’s not as exciting anymore, and you likely stop giving it the TLC it deserves.

Much like a car that needs regular servicing and oil changes – your website needs that too! (Well, not the oil change, but the maintenance.)

If you don’t keep up with your website maintenance, your website is going to stop working and no one wants that! Regular maintenance on your website keeps your website working and in good condition. 

Here are some things I recommend when it comes to keeping your website healthy that we do for our clients:

1. Backup your website daily and in full.
   
   Many hosting companies will tell you that they back up your website in full but in truth, they only partially back it up.
   
   If your website goes down, you want to be able to restore it quickly and restore all of it. You don’t want to lose your blogs, images, or content – that would be such a pain to start over.
   
   Full backups on a daily basis are important. 
2. Plugin Update Compatibility.
   
   Make sure any security updates for WordPress or any plugins for your website are playing well together. Your website is made up of different parts and functions and sometimes they work against each other when they are updated. Even though you may start out with everything being compatible, that doesn’t mean everything stays compatible.
   
   One example is Chrome and Explorer. When the browser is updated, it can affect your plugin’s ability to work the same as it did before the update.
   
   If you have a website maintenance service company like Fingerprint Marketing, one of the things they’ll do for you is test each plugin every time there is an update and make sure that your website is still functioning properly.
   
   It’s not uncommon to update a plugin and have it affect your website’s ability to load quickly or show all the features. Testing it beforehand and then checking that everything works well after the update – it’s going to give your website longevity. 
3. Monitor 24/7 that your website is up and it’s working.
   
   You never want to be the one who discovers your website is down. Leaving it to chance can mean it’s down for a considerable amount of time unless you are clicking on it frequently (and even then ANY downtime is bad!).
   
   If someone goes to your website and they get an error message, that’s lost sales opportunities. People rarely return to a website that was down, they think it’s a broken link and move on. It’s beneficial to have someone keeping an eye on it 24/7 and be able to restore it quickly should anything happen (see: The High Cost of First Impressions).
   We know that many of you rely on sales from your website. Don’t neglect to make sure it’s always up and running! 
4. Site updates.
   
   Make sure you add new content consistently. Google indexes websites that are active, but stops going to websites that don’t add new content. If you are not active on your website, it ultimately affects your SEO negatively.
   
   Think about how you can add new content in the form of blogs, podcast summaries, announcements, etc. so that you maintain your traffic.
   
   Many of our customers hire copywriters or appoint content creators to make sure they are consistent about adding quality, SEO-friendly content to their websites. Google rewards this!

Maintaining your website is going to pay off. 

If your site gets hacked, think of how much money it’s going to take to reproduce that content and rebuild your site if there’s no backup. It’s going to be a lot more time and money than it would be for a monthly fee to a website maintenance service company.

User experience is equally as important, keeping customer’s top of mind. You want to make sure to stay on track with what is trending. For example, when Google made the decision to push mobile-friendly websites up in the search rankings, people who weren’t staying current didn’t make any changes to their mobile experience and lost traffic. Paying attention to the trends keeps you from missing out.

Website maintenance is truly as important as the oil changes and routine service on your car. If your website is not functioning properly, if you have a broken link, or if something is missing, the person who’s looking at your website and deciding if they’re going to choose your business, is going to bounce. 

You never want a potential customer to close your website and not return. 

Make sure you have a web care process in place or hire someone who knows how to do it for you.

Book a free strategy call for a live audit of your website and how regular WordPress maintenance can help you land more customers. 

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What Your Website Home Page MUST Have to be a Valuable Asset to Your Business

If you’ve ever visited a website that was so visually overstimulating that you instantly felt the need to escape it, you’re not alone… and if you’re a business owner with a website, it’s time to take a hard look at your own piece of virtual real estate and make sure you’re not serving up a dish of hot mess to your site visitors.

Welcome to the first in a series of posts where we’re going to share some of our biggest secrets to getting your website found, keeping your visitors interested, and turning looky-loos into loyal customers.

 

 

The Good Ol’ Days

We all know that the internet has changed the way we do business. We can no longer expect that our customers are so loyal to us that they would never even think of doing business anywhere else.

Also gone is the decade where a one-page website with a little info meant you were solid in cyberspace.

Times have changed — have you changed with the times?

 

What We Want

It’s common knowledge that IF a potential customer can find your website, that you only have a few seconds to “wow” them or they’re outta there.

We want so badly to make a good impression and to let our website viewers know everything we do, how we do it, why we do it, how much we want to do it for them, why they need to hire us to do it, and how to contact us so we can start doing it, that we might just be giving them too much information. Worse yet — giving them the WRONG information.

And that’s just the homepage!

 

What Our Customers Want

Neat, tidy, attractive, informative, secure, easy to read, simple to navigate.

That’s a pretty short list — sounds manageable, doesn’t it?

True – the list is pretty short. And yes, very manageable — IF you know what your homepage needs to keep your site visitors interested and interactive.

 

Fashion Faux-Pas

There are fads in website design just like there are in fashion, furniture, and facial hair. If your website is stuck in the 2000s, your competitors are going to eat you alive.

And in this day and age, it’s about so much more than just design — you must consider the content. What is on each page of your website and is it serving its intended purpose?

Let’s take a look at what should be on your homepage so that you can attract your ideal customers who want to come back to do business with you again and again — all while ignoring your competition.

 

Homepage Essentials

Just like the importance of curbside appeal when selling a house, your homepage is where your visitors are going to decide to stop and look inside or just keep driving by.

 

Who You Are, What You Do, and Who You Do it For

The best way to capture the undivided attention of a website visitor is to quickly speak directly to them about what is already on their mind.

Your company name, logo, what you do, and who you serve should be the first thing they see so they instantly connect your business to what they are looking for. Let them know they are in the right place to get their problem solved, their needs met, or their desires satisfied.

 

 

 

The top of your homepage should be a LITTLE about you and a LOT about them.

Design matters here: Make sure your colors, style, branding elements, and info is clear and what will be used consistently throughout the site. They see it here, they’ll see it there, they will see it everywhere… so make it good.

Words are important, too. Remember, this is critical curb appeal so keep the word count low, the value high, and the read easy. PRO TIP: Even your most educated, affluent, or sophisticated site visitors appreciate a quick and easy read.

 

Let Them Get More Info

Invite your viewers to opt in (sign up) for something that is very valuable to them in exchange for sharing their e-mail address. Then, keep your promise — send them good stuff: reports, videos, e-mails… whatever. Capturing these leads gives you the opportunity to continue to communicate with them so they will come to know, like, and trust you.

 

 

Video and Images

Some like it, some don’t. There are people who prefer to watch and listen while others would much rather read it for themselves.

Video is a powerful way to deliver information and compel people to take action. If you use it (and we encourage you to!), be sure to include good copy (words) to describe what the video is about and then some highlights from the video (not a full transcript). Adding the copy will keep the attention of someone even if they choose not to watch the video.

Select your images very carefully. Avoid stock photos — you never know where else your site visitors have seen them (and what they were representing). Even a couple of high-quality images will go much further for your business that dull, boring stock images.

Remember that people process information differently so include a little of everything so you can appeal to a wider audience.

 

Your Story

Consumers aren’t just looking for the lowest price on a product or service. They might think they are at first, but what will really get them to connect is to form a relationship with YOU and your business. They will buy into WHY you do what you do, not just the “thing” that you sell.

It’s this simple: Details tell, stories sell.

Even if you have an “About” page on your site, tell a bit of your story on the homepage to let your site visitors get to know you. It’s important to them… and it’s important to your business.

No, you don’t have to tell everything about you and your life — this is about how and why you do what you do. What got you into this business. What is your own story of transformation?

This part of your story can be mixed with your credibility builders.

 

Make It Easy For Them

Make it so easy for this person to do business with you, that they’ll take immediate action. Be clear about what your site viewer needs to do to call you, come in, order, find out more, get questions answered, etc. Answer the questions before they even pop into the viewer’s mind. This will keep things simple for them and also hold their objections down. Don’t depend on a Frequently Asked Questions (FAQ) page to answer all of their questions — the most pressing info and questions should be provided or pre-answered on your homepage.

 

Content and Copywriting

There’s a difference between content and copywriting (check out this blog post on the subject) but for now, we’ll just say this about that… Content serves to inform, educate, entertain, and build relationships. The purpose of genuine copy (copywriting) is to compel someone to take action. That action might be to sign up to get your free newsletter or it could be for them to press a button and spend thousands of dollars.

On your homepage, be sure to use some of both. Provide value and build relationships with good content (something that will really help the site visitor) and also use great copywriting that will compel them to do the next thing, whatever that is, so that they are taking a step in the right direction to get their problem or pain point solved.

If you have a blog page (and you should!), you can have starter content for a new blog on your homepage and then link to the blog page to access the rest of the article and see other blog posts. Post blogs regularly — don’t let your readers see that the latest post is from 2013, this makes you very out-of-style! PRO TIP: Don’t add dates to your blogs.

 

Build Your Credibility and Social Proof

Tell your visitors why you are the expert. What is your education, training, and experience? Why should they listen to you? How have you helped other people? Remember, this is the homepage, though, and you want to keep it brief and relevant. You can add these credibility points in with the homepage portion of your story and put more details on your “About” page.

People are inherently skeptical and will believe what other people say about you before they will believe what you say about yourself (you are trying to sell them something!)

Having a couple of testimonials on your homepage is a great way to have satisfied customers speak on your behalf. If you don’t have testimonials yet, start gathering them and use them throughout your site. Even if you have a dedicated testimonials page, it’s good to have them sprinkled around so your visitors see them even without visiting that specific page.

 

 

Navigation

We can’t say it enough. Your website should be clean and simple, even if you go with high design and even if you run a very complex business. Clutter is just that… clutter.

Be sure to include a menu on your homepage where your website viewers can easily click to get to other pages and information. Make it easy for them to get back to another page.

Include your social media links and invite them to meet you there. Don’t worry if you don’t have 10 social media networks going — whatever you do, do it well and post on it frequently.

 

You May Only Have One Chance

Overall, keep in mind that your homepage may be the ONLY chance you have to connect with a website visitor. It’s always good to gather feedback on your website from your customers so don’t be afraid to ask them to fill out a quick survey or provide comments. You may have looked at your own site so many times that you’re no longer seeing the clutter so you MUST look at it through the eyes of your ideal customers.

Need a little help with your homepage? Contact us — we would love to meet you and show you how we can help you do better business with a better website!

 

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What your website needs NOW to Attract & Convert Business?

What your website needs NOW to Attract & Convert Business?

Here are some tips I have for you. Check them and I’m sure you’ll attract more clients!

• Make sure all the directory listing are up to date
• Claim your business.google.com directory listing
• Content – Follow the answer formula by Marcus Sheridan
• Mobile Ready Website (making sure you have that you have a secure https on your website)
• Adding photos and videos on your website
• Put a phone number or live chat for easy communication
• Google yourself and google your competitors so you can stay ahead of the game
• Making sure you have someone outside of your business that can give you honest feedback, this is really helpful!

 

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Social Media for Manufacturing Businesses

Social Media for your Manufacturing Business

Social media should be included in every marketing budget. Social media channels are the places where your company can attract attention, share technical content, and engage with customers who are looking for guidance, updates, and solutions to their technical problems. Considering the importance and the variety of all the marketing channels of social media: Twitter, YouTube, Instagram, Pinterest, LinkedIn, and Blogs, it’s no wonder marketing through social media is so critical to growing your manufacturing business.

Let’s take a look at how manufacturers can use some of these social media channels:

YouTube: Creating videos is not only a fantastic way to spread the word about your product line but also a great way to up your rankings on Google. Everyone is familiar with the ongoing marketing campaign of GoPro; They are pros at encouraging their fans to create videos using their product. The result is a memorable campaign that spreads the word about their product line and gets customers involved and excited about the product.

Instagram: with over 700 million users, Instagram is one of the biggest social media networks. Businesses around the world use Instagram to raise brand awareness, generate leads, and increase sales. Sven Alwerud, the founder and CEO of Jelly Skateboards, said, “it’s a powerful tool to display what we’re all about and how customers live that lifestyle. Instagram is invaluable—if you want to get more customers, you want more engagement, or you want more conversions”.

Blog: Using this channel allows manufacturers to provide relevant and dynamic content that their buyers want. Providing information like updates on industry trends, technical specifications, applications, and solutions, will appeal to the types of buyers in the manufacturing business and help form a solid vendor partnership. Because a manufacturer’s blog is an opportunity for technical keyword-rich content, it can also improve your search engine rankings.

LinkedIn: This is another well-known and respected channel that companies are using to advertise to professional audiences. LinkedIn has a wide variety of advertising products to promote your Company, including; ads that send direct messages to your target audience, advertisements that appear in the LinkedIn news feed, text ads, and more. Businesses are successfully using LinkedIn to increase their lead-generation campaigns and conversion efforts.

Pinterest: According to Marketing Week, there are 100 billion pinned images and 2 billion boards on the site. As an advertising platform, Pinterest can be used to share information, pictures, and customer testimonials. Manufacturers would be wise to make quote boards and videos on their Pinterest accounts to increase customer engagement.

Twitter: Using Twitter effectively can provide customers with quick bits of information about your company, industry news, and events. Twitter is excellent for communicating with your customers, make sure you respond to their comments and questions to build trust, and lasting professional relationships.

Digital marketing through social media channels can increase sales from existing customers, bring new customers to your website, and help build lasting professional relationships with your customers.

Keep navigating through our next series posts:

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Website Maintenance for Manufacturers

Welcome to part five in our series:

 

Website Maintenance for Manufacturers

 

The business-to-business marketplace is changing.  Your manufacturer’s website has become an instrumental tool you can use to market and sell products online, attract new clients, and use it as a place for both to research and find solutions to their needs.

 

Why is regular maintenance to manufacturing websites so important?

 

Because your website is an important part of your company, it needs to be maintained, just like your factory, to keep it running smoothly. Keeping your website running smoothly is required if you expect to attract visitors, and convert them into leads who will ultimately become loyal customers.

 

Here are some things to consider when performing regular maintenance on your website:

 

1. SEO Research and Optimization: This is critical for manufacturing websites; with 89% of B2B researchers using the internet during their research process, understanding the technical terms that your buyers are likely to use when doing an online search helps you target and update specific keywords, so your company continues to have greater visibility online. Data from Google Analytics, as well as Google Search Console, gives valuable information you can use in deciding what additional actions are necessary to improve your SEO.

2. Security Update: Contact and quote forms are a must-have on manufacturing websites and the information they collect is valuable. Google understands how important it is for websites to secure that information, and they will indicate that a page is not secure if it contains a form, but an SSL is not enabled. You should never lose a customer due to an alert that your site is not secure! By testing and reviewing your site for any security issues, you can make sure that your manufacturing site is safe. There is also an SEO benefit since SSL is now part of Google’s search ranking algorithm.

 

3. Website Back-up: Back-up is essential and must be done regularly. You do not want to lose valuable data. Perform secure off-site backups of your database and file system so your website can continue to function while you work on it. If something goes wrong with the technology, your site can be restored to the most recent back-up, and you will never lose your valuable work to server or database crashes again!

 

4. Fix Broken Links: These need to be fixed right away! Getting a 404, page not found message, is frustrating for a user; they may bounce and find another site to look at. It can also cause Google to downgrade your website. Make sure all internal and external links are working correctly.

 

5. Load Speed: Your website needs to load in less than 3 seconds for the best user experience. Since manufacturing websites should have numerous photos, optimizing the size of photos is one of the ways you can increase your load speed and keep visitors to your site happy.

 

6. Responsiveness: A responsive website adapts to any size device and will be deemed mobile-friendly and moved up in search rankings by Google. In contrast, non-mobile optimized websites will start to see a ranking decline in the Google search results. Review, test, and optimize your manufacturing site to keep it mobile- friendly as part of your website maintenance services.

 

7. Updates: The large amounts of information manufacturing websites have can be technical and can change rapidly. Google will only place your company among its top searches if your content is updated frequently. Additionally, make sure your CMS is updated to the latest version and make sure all extensions are compatible with it.

 

We know that as manufacturers, you are continuously looking for ways to improve your operations; keeping your website maintained is critical for your manufacturing business and its overall sales.

 

We hope you found our series useful and informative.

 

1.Social Media for your Manufacturing Business

2.Local Search Engine Optimization for your Manufacturing Business

3.Email Marketing for your Manufacturing Business

4.Video Marketing for your Manufacturing Business

5.Website Maintenance for your Manufacturing Business

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Video Marketing for Manufacturers

Welcome to part four in our series:

Video Marketing for Manufacturers

 

Video marketing offers a significant opportunity for manufacturers. All the products, components, and mechanisms can be highlighted much better in a video than strictly in text. Video marketing is the perfect way to introduce exciting, informative, and interactive content to potential customers.

 

Why Videos are essential to your Marketing Campaign:

 

• Yes, Videos boost your rating on Google and are a must for your website, but they are also the number one type of media used in marketing campaigns. The top social platforms for businesses to market through video are Facebook, YouTube, and Instagram. (Animoto, 2018) (Source: https://www.hubspot.com/marketing-statistics).
• Video on these platforms pack a powerful punch, but watchers here don’t want to watch anything for very long. We recommend the video length for YouTube be 2-5 minutes, and Facebook and Instagram 15-30 seconds.

• The addition of video helps break up the massive amounts of information manufacturers have available.
• Your competitors are already using video in their campaigns. 87% of industry professionals say they use video as a marketing tool. (Wyzowl, 2019) (Source: https://www.hubspot.com/marketing-statistics). Incorporating video into your marketing strategy will keep you competitive in your field.
•  Your buyers are watching videos. In today’s mobile world, consumers want to be able to quickly and easily get information. Watching a quick video is more appealing to a growing number of consumers than reading through content. 64% of consumers say watching a marketing video on Facebook has influenced a purchase decision of theirs in the last month. (Animoto, 2017) (Source: https://www.hubspot.com/marketing-statistics). Besides being the preferred way buyers learn about your product, videos also offer a more personalized understanding of your company and products, which is why they are so successful at influencing buyers to make a purchase.

 

 

 What Kinds of Videos Should You Use in a Marketing Campaign?

 

A complete video marketing campaign will not only have great content, but it will also guide a potential buyer through the steps that will ultimately lead to a purchase ­­­­­­––– from first awareness of your brand to consideration and on to a final decision. A video sequence for a product your company manufacturers might look like this:

 

1. Your first video is about introducing your brand. A promotional video highlighting the things that set your brand apart from others. You make these videos to capture your target audience. They are usually fun or exciting and makes your audience want to find out more about your product.
2. Next, you can give a bit more information to your interested target audience. By providing and educational video now, you will be able to answer simple, first questions a buyer might have about your product. And your video will come up in their inquiry on YouTube and Google.
3. Your potential customers are now aware of your brand and trust that your company is knowledgeable since you have also answered some of their questions in an online search they did. Your third video is about giving them more; more information about your product AND your company. This video is a mini-documentary about your company and shows a more personal side of who you are while still providing information about a product. A story about how a particular product has helped someone or provided a service to the community; this video can be a sequence of multiple videos, each highlighting different products. This type of video has a high rate of being shared among people you are trying to attract.
4. This next video in your marketing campaign will give customers detailed technical information they need to compare their options. Your potential customers now want to know all the features and benefits your products offer. Integrating graphs and animation into these videos will help your customers make a decision. Product videos can increase purchases by 144%. (Neil Patel, 2017) (Source: https://www.hubspot.com/marketing-statistics)
5. Testimonials are not only important to incorporate into a Website Design for Manufacturers, but also essential to incorporate into your video campaign. This type of video has the same function as they do on your website; they help build trust with customers and help in their decision making. A testimonial in the form of a case study video reassures customers that your product was able to solve a similar problem effectively for someone else.
6. Finally, the last video in your sequence of videos for your marketing campaign will give an interested buyer a final reason to go ahead and make a purchase. This video should answer commonly asked questions, but in a more detailed way than in your earlier video (#2 above).

 

A well planned and executed video marketing campaign will be a valuable tool and reward you with increased sales. 64% of businesses who use video believe that it has directly led to increased sales.  Using video not only enhances your website but also delivers brand awareness, and information across all social media platforms, allowing customers easy access to information about your company and what it has to offer. Videos allow customers to see your products in action, and they answer customer’s questions about products without them ever having to drive to a store or pick up a phone. Stay tuned for our last post in the series, Website Maintenance for Manufacturers.

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Email Marketing for Manufacturing Businesses

Welcome to part three in our series: Marketing Your Manufacturing Business Online Effectively.

An email marketing campaign is essential to a manufacturer’s overall marketing strategy.
After all, email is the number one digital marketing channel. Email has the highest ROI of any marketing channel available, a median
ROI of 122%!

With 3.7 billion email users in the world today, using email is an excellent way for manufacturers to introduce their products and services to customers, potential customers, and distributors. With an effective marketing strategy in place, manufacturers will be able to create and maintain a lifelong loyal customer list.

How Can Manufacturing Companies Improve ROI with Email Marketing?

Most people today will research a product or service online before buying. A successful Email strategy will guide prospective clients from first being introduced to your products to buying your products and then to rely on your valuable and informative content, and finally, to trust your company to be their first choice for products over and over again. The long-term effects of your Email strategy are a loyal customer base and increased revenue for your company. Here are some things to consider when planning your email strategy:

1. The look of emails can now be customized and personalized. Take advantage of this by customizing your layout, modifying colors and images to match your brand and adding call-to-action buttons. Also, according to Experian, emails with personalized subject lines are 26% more likely to be opened.
2. Build your email list by allowing customers to opt-in to receive your emails. You can add sign-up forms to any part of your website. Building your email list this way will give you a high-quality list of customers who are already interested in your business.
3. Educate your email recipients about the products you manufacture, your services, and your industry. Send recipients content that will encourage them to not only open your email, but also help them to make a purchase, and keep them interested in your products.

   Buyers welcome emails that contain useful items and information, things like how-to videos for products, technical specifications for products along with product pictures, or brochures and e-booklets, discount coupons for a future purchase, updates about safety standards, and significant trends in your industry. You can also send links to your blog posts and other content you have created online; this has the added benefit of sending traffic to your website!

4. Send your email at an appropriate time for individual subscribers, especially if they are global. An email has a higher chance of being opened if it is at a reasonable time of day for that individual. Make sure you know the time zones of your subscribers.
5. Automate your email marketing. Automation allows your customers to consistently get the information they may want and at the right time. Perhaps a customer asks about a particular product; the message that should be automatically generated would include information about that product. A follow-up message might consist of a video on how to use the product; another follow-up message might have information on similar products, and so on, until a purchase is made. Future emails to this particular customer might be a loyalty discount coupon for their next purchase. Once you have the groundwork done, automating your emails makes email marketing one of the most affordable marketing strategies there is.
6. Don’t forget to ask repeat customers for a positive review. Reviews go a long way to help other customers to buy. Reviews also boost your SEO.
7. Use the email marketing tools available to you. Analytics can give you valuable information about customer behavior, the performance of your subscriber forms, the effectiveness of different kinds of content, and the ability to compare various campaigns.
8. Finally, make sure your email campaigns are mobile-friendly. Traffic from mobile users is vital to your business. The way people receive and read emails has changed along with the increasing use of mobile devices.

Email marketing has proven results for manufacturers. With the highest return on investment, low cost to implement, and the ability to create and maintain a loyal customer list, manufacturers should make sure to include the above elements in their marketing strategy for a successful email campaign.

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