Marketing – Figment Agency https://www.figmentagency.com Award winning web design agency based in Kingston Wed, 22 Sep 2021 09:22:24 +0000 en-GB hourly 1 https://wordpress.org/?v=5.8.2 Top 3 Small Business Internet Marketing Tips You Can’t Ignore https://www.figmentagency.com/digital-marketing/top-3-small-business-marketing-tips-you-cant-ignore/ Thu, 28 Jan 2021 00:25:09 +0000 https://www.figmentagency.com/?p=10018 Join us as we explore a few of the best small business internet marketing tips that could mean the difference between good results, and amazing results.

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Are you getting the most out of your internet marketing budget? Maybe you are missing a trick? Perhaps with a little insider knowledge, you could be netting yourself a better return on investment, or getting faster results? Whatever online strategies you are pursuing, there could well be things you are missing. So, with this in mind, let’s explore a few of the best small business internet marketing tips that could mean the difference between good results, and amazing results.

Small business internet marketing tips

1.     Set an objective

Not putting an objective in place for your internet marketing campaign is like setting out on a journey without having a destination in mind. It’s vital to set goals so you can steer towards them.

Whether you’re looking to enhance brand awareness, to create more leads, to convert more leads into sales or to inspire brand ambassadors, you need to be clear on your aims. Generally you will start with one goal, and then when you reach it, work up to the next. Each stage will of course call for a change in strategy.

The important thing when setting goals is to put measurement processes in place, otherwise how can you ever tell if the goals are being met? This might involve the use of analytics programmes to keep track of conversions, or simply counting the number of new followers on a social media platform.

2.     Use email marketing to nurture and build relationships

One of the best online marketing tips for small business entrepreneurs has to be email marketing. An effective way to engage with your audience, nurture leads and reach new customers, email marketing is a breeze to measure and lets you target specific sectors. It’s pretty cost effective too.

Email marketing is known to convert four times better than the likes of direct mail, PPC and social media. Email lists are valuable things, so it makes good sense to focus your internet marketing efforts on attracting sign-ups.

Whether you run a social media campaign solely for the purpose of email list building, or you introduce a pop-up on your website designed to capture email addresses, it really is worth factoring email in to your online marketing strategy.

3.     Bring offline, online

A bit like bringing the outside in, bringing your offline marketing online is one of the most effective small business internet marketing tips. This means developing a local SEO strategy.

Google local SEO will work for you if you have a physical location or a local audience. It will support your marketing efforts by enhancing your local presence, boosting enquiries and upping footfall to your physical location.

The great thing about local SEO is that you can do it with a modest investment. We’ve got some excellent tips here on how to do local SEO on a shoestring budget.

Google My Business for example is free to claim and set up, and really can be very effective when it comes to luring people to your local business. Online reviews and local citations are also free yet highly valuable initiatives.

Looking for small business internet marketing tips that are tailored to your individual goals? Look to Figment.

It’s important to remember that there is no quick fix when it comes to promoting your business online. Yes, there are free strategies out there ripe for the taking, and there are plenty that will consume your budget too. The key is to focus on the initiatives that work towards achieving your goals, and that suit your specific audience.

If you are looking for an SEO and online marketing partner that will take time to understand your business, an SEO agency with a proven track record in achieving exceptional results, talk to Figment. We are here to make a considerable difference to your digital marketing efforts, and to help you achieve your business goals.

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6 Reasons Why You Shouldn’t Ignore the Power of Email Marketing https://www.figmentagency.com/email-marketing/why-you-shouldnt-ignore-the-power-of-email-marketing/ Thu, 14 Jan 2021 19:35:08 +0000 https://www.figmentagency.com/?p=9918 Email marketing can be an effective way to engage with clients and customers. Here we look at why email marketing is important, with a few bonus tips on how to get the most out of it.

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Is email marketing still important? Does it have a future? Well, put it this way. There are around 4 billion email users worldwide. That means over 50 per cent of the global population is using email. And, in 2020, 75 per cent of all UK internet users said they sent and received emails. Quite an audience! So, is email marketing still worth doing? Absolutely yes! Creating a targeted email marketing strategy can be a powerful way to increase sales, without breaking the bank. Let’s take a closer look then at why email marketing is important, with a few bonus tips on how to get the most out of it.

Why email marketing is important

Email marketing can be one of the most effective ways to engage with clients and customers. To nurture leads. To reach new audiences. It’s also easy to measure, makes it possible to target specific sectors, and doesn’t cost a fortune.

The importance of email marketing really is worth stressing. Here are six good reasons why you can’t afford to ignore its potential as a highly effective element of your digital marketing toolkit.

1.     Email marketing is a vital relationship building tool

Whether you’re targeting leads, prospects, or clients past or present, email is a fantastic way to build relationships. It’s also a great way to widen your audience too.

Email has been around for some time now, which means it’s been widely adopted as a means of day to day communication. Pretty much as soon as you hear that ping on your phone, you’re checking your mail to see what’s appeared in your inbox. And if you like what you see, it’s highly probable you’ll click through a link, take up an offer or forward the email on to someone you think might like it too. It’s all become a natural reflex.

Whatever way you look at it, people engage with emails. For this reason, it’s the ideal way to build relationships.

Whether you want to reassure your customers that you’re still around and ready to serve no matter what the current situation may be, you want to introduce them to your latest product or service, or introduce a new member of staff, email is a failsafe channel through which to ‘talk’ to your audience, and to strengthen the bond you have.

2.     Email marketing is affordable

Because email marketing is one of the lowest cost strategies, it delivers one of the highest returns on investment (ROI). Even the smallest budget is usually able to stretch to an e-marketing campaign.

Whilst you may need to engage the help of a digital marketing agency to get you set up with an email marketing platform, design you a template for your mailings and possibly produce content for your campaigns, the costs involved are likely to be relatively low in comparison to other forms of marketing.

There are some email marketing platforms, such as Mailchimp, that allow you to send a limited number of emails every month without charge. Even the paid-for plans aren’t overly expensive. Campaign Monitor for example starts at just $9 per month, and Zoho Campaigns is even cheaper, at just $5 per month.

If you’re a WordPress user, take a look at MailPoet. This is an email marketing plugin specifically designed for WordPress websites. It lets you quickly add content and images directly from your media library, and automatically send email updates to let subscribers to your blog know about your latest posts. And the best bit? It’s forever free up to 1,000 subscribers.

Just a note to make sure you do your homework when choosing email marketing software, because features and send limits can vary quite substantially. Here’s a useful email software comparison resource we’ve found that’s a good place to start.

Why email marketing is important

MailPoet from WordPress, forever free up to 1,000 subscribers.

3.     Email marketing can be automated

The whole email marketing process can be automated, which is great news when it comes to freeing up your valuable time. It’s also great news for targeted, timely email marketing too.

By using triggers and workflows, you can automatically send messages to your subscribers once they’ve taken a specific action. This might be, for example, abandoning a shopping cart, downloading a free guide or signing up for a webinar. It’s all about seizing opportunities, without making the whole process labour-intensive. You literally just let the email marketing software do all the work for you.

You can also set up an automated email series designed to nurture leads within a sales funnel, with set events such as making a purchase or arranging an appointment automatically bringing the emails to a close, or directing subscribers to a new email series.

4.     Email marketing is a breeze to measure

There is little point to any marketing campaign unless you are measuring its success. And it couldn’t be easier to measure how your email campaigns are performing.

Email marketing software is very good at delivering useful analytics. Who opened your mail? Did they click any of your links? Did they meet your conversion goal? You can also see who unsubscribed from your list. All this is highly valuable information that allows you to analyse how effective your campaigns are, so you can make any necessary changes if needs be.

Some email software also allows you to perform split testing, so you can see which parts of your campaigns are delivering the best results. Testing subject lines, different offers or calls to action are some of the favourites here.

5.     Email marketing boosts brand awareness

Staying in touch with your audience allows you to reinforce your brand, and email is one of the best ways to do just that.

Regular (but not too regular) emails will keep you in the mind of your customers. And the emails don’t always have to be sales related. In fact, the whole sell-sell-sell thing isn’t a great approach, especially for brand building. So strike a balance. Mix in some human stuff. A run-down of your latest fundraising efforts perhaps. Something fun or interesting related to what you do.

If you’re in finance for example, perhaps some helpful hints on completing a tax return. Jewellers could share tips on cleaning up a tarnished treasure. Home insurers on taking care of a property in winter. Spring decorating ideas from a homewares retailer. Just remember, it’s not only about the sales, but more about making and maintaining a connection.

6.     Email marketing lets you send targeted messaging

Email is one of the best ways to nurture leads. Within your sales pipeline, you’ll have prospects at different stages of the purchase cycle. Segmenting these leads will allow you to target the right people with the right messaging, gently ushering them along to the next stage of the cycle, and ultimately, to your end goal.

It’s also possible to segment audiences according to buying patterns. So for example, you may have customers who purchase certain lines, so when you introduce a new product associated with what they’ve bought in the past, you can target them specifically.

Email targeting also helps you avoid dicey situations. What could be worse than receiving an email encouraging you to sign up for something you already signed up for last week? This kind of mis-targeting can do a great deal of damage, potentially losing that customer who now feels unappreciated.

Why email marketing is important

Targeted messaging gets optimal results. And avoids dicey situations.

Bonus: Top tips for email marketing success

Hopefully we’ve done a good job of explaining why email marketing is important, and you’ve picked up a few e-marketing tips reading through so far. But just before you go, here’s a handful of e-marketing take-aways to think about:

  • Pay attention to your email subject line – it’s just as important, if not more important, than the main content in your email. You’re going to need something compelling to get people to open and read the mail. A cliff-hanger is always a good strategy, holding something back so your readers are desperate to learn more. Be sure to keep it short though, so it doesn’t cut off on mobile. And don’t forget to split test different versions to see which works best.
  • Make use of pre-header text – an enticing pre-header text boosts open rates. Most email marketing software allows you to include a short intro that will appear just under the subject line, as a preview on mobile. This is your best shot at grabbing attention so your email gets read, so be sure to optimise it as best you can.
  • Define your goals – we’ve talked about measuring the success of your email marketing campaigns, but if you don’t know what you’re measuring against, you won’t see whether you’re doing great, or not so great. So, set yourself some goals. Whether you’re looking to boost engagement and build your brand, encourage people to read a new blog post, or you want to get enquiries flowing in or nail a sale, it’s important to know what you’re aiming for.
  • Optimise for mobile – always remember there’s a strong likelihood that your emails are being read on a mobile device. So be sure to check how they look on a device other than desktop. Remember that too much scrolling can become tiresome, so keep things to the point, and nice and easy to navigate too.

Tailored expertise from the digital marketing agency London businesses trust to boost sales

Looking to boost engagement with your audience, increase online visibility and grow your sales? At Figment, we’ve been working with London and Surrey businesses for many years, formulating winning digital marketing strategies that are proven to get results.

To learn how working together could make a difference to your business, you are welcome to get in touch.

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5 Web Design Mistakes Small Businesses Make https://www.figmentagency.com/web-design/5-web-design-mistakes-small-businesses-make/ Wed, 28 Oct 2020 02:41:17 +0000 https://www.figmentagency.com/?p=9621 The top five most common web design mistakes revealed, with expert advice on how to avoid them so that your business has the best possible chance of online success.

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When you’re investing in a website for your small business, you will usually have a clear vision in mind of what you’re going to get in return. Boosted visibility. Enhanced brand reputation. More leads. Increased sales. But in reality, you’re only going to achieve all of this if you invest wisely, and importantly, avoid the common mistakes that small businesses make with web design. What these mistakes are, and how to avoid them, is precisely what we’re looking at in this post.

Bespoke web design will help you avoid mistakes

Mistake 1: Not factoring in SEO

If you are expecting your website to perform well in the search engines, it will need to be built for search engine optimisation from the ground up. A well-designed website will incorporate a number of elements that support search success. It will also strike the right balance between good design and SEO.

A website optimised for SEO will incorporate all the necessary keyword-optimised meta tags and descriptions. It will have fast loading pages, with images and media files nicely condensed. Rich, relevant and well-written semantically enriched content will feature, as opposed to thin, poorly compiled content that lacks detail and substance and is full of errors. And the site will be secure and backed by an SSL certificate. All these critical SEO factors must be kept in mind when it comes to small business web design.

Bespoke web design for SEO

Web design should include in-built SEO strategies

Mistake 2: Failing to go mobile friendly

Google is now ordering its search results using a mobile-first approach. This means it uses the mobile version of a website as the starting point for indexing, rather than the desktop version.

If a website’s mobile experience is poor, it will suffer in the search engines. With 60 per cent of Google searches done via mobile devices, it is vital to ensure your website is designed around a positive mobile experience, otherwise you could lose out on visibility, and sales.

Mistake 3: Not focusing on user experience

The user experience on a website is of exceptional importance, because it directly affects dwell time and ultimately, conversions into sales.

A positive user experience will incorporate a nice, simple navigation that avoids confusion. Easy to use, frustration-free features. Straightforward contact signposts. Fast page loading speed. Good levels of interactivity, and visual stability, and a swift route to purchase. Google’s new ‘page experience’ ranking signal pivots on a positive user experience, which doubles its importance because now, not only is it vital to keep visitors happy, it’s also a crucial contribution to search engine positions.

Mistake 4: Not investing in website maintenance

A lot of small businesses make the mistake of thinking web design is a one and done thing. But the fact is, with so much happening in the background of your website, it really is so important to invest in a maintenance plan to ensure it stays ticking over smoothly. Because you don’t want to find out from your customers that your site is down, or find that you are losing sales or enquiries because something isn’t functioning properly.

Website maintenance ensures your site is up and running 24/7. That pages are loading error-free, that all those vital things we talked about that affect SEO are working properly, and that the website remains secure and up to date at all times. Think of it as an insurance policy that protects your reputation, brand and sales.

Bespoke web design and maintenance

It is important to invest in a maintenance plan to ensure your business website stays ticking over smoothly.

Mistake 5: Not using a professional bespoke web design agency

Whilst for some companies, a simple template website may be adequate and offer a quick and low cost way to get an online presence, if you are looking for something that’s more than just two or three pages, is bespoke to your business, built to scale as you grow, and representative of your brand, then it is going to be a worthwhile investment to use a bespoke web design agency.

There are numerous benefits to bespoke web design compared to template websites. From future-proof scalability to a personalised user experience, built-in SEO features and an overall professional appearance, the bespoke option tends to provide the most favourable return on investment.

Avoid web design mistakes with help from Figment, the bespoke web design agency London businesses know they can trust

If you are looking for a London web design agency with a proven track record of achieving exceptional results for small businesses in terms of online visibility and boosted sales, talk to Figment. Our friendly, family-run team is ready to help support you to success, with a five-star client experience you’ll be happy to recommend.

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How to Use Digital Marketing Data to Your Advantage https://www.figmentagency.com/data/how-to-use-digital-marketing-data-to-your-advantage/ Wed, 14 Oct 2020 18:20:42 +0000 https://www.figmentagency.com/?p=9593 These days there is an abundance of digital marketing data available at our fingertips. But the question, is, how to turn it into actionable steps, so that business goals are achieved?

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These days there is an abundance of digital marketing data available at our fingertips. But the question, is, how to use it to your advantage? How to turn data into actionable steps, so that business goals are achieved?

Digital agency surrey advice on using digital data

I’ve talked before about how to effectively measure a digital marketing campaign. It’s so important that, when engaging a digital agency, Surrey, London and UK businesses in general understand how their campaigns will be measured so they can see whether they are getting a return on their investment and value for money. But now it’s time to delve a bit deeper, and look at how to take all those valuable metrics and use them to improve the success of your campaigns.

How to achieve a better return on investment using digital marketing data

Data has the power to drive business success. To increase profits, reduce costs and add value. By analysing data, it is possible to achieve an improved return on investment (ROI), and gather insights capable of formulating highly effective business strategies and influencing key decisions. And we’re not just talking in a digital marketing or even general marketing sense. We’re talking organisation-wide.

The vital thing when it comes to using digital marketing data to your advantage is to make certain you have the right data in the first place. And that includes whittling it down so that you’re not blinded by too much of it. Believe it or not, too much data isn’t necessarily a good thing.

Digital agency surrey - digital data

Too much data isn’t necessarily a good thing. Pick out the bits that mean the most.

The place to start is with those key performance indicators (KPIs) we spoke about before. If you need a reminder on how to choose and set KPIs, here’s the post. Whether it’s boosted web traffic, more customers, increased sales, enhanced brand awareness or business growth, these are the goals against which campaign performance will be measured.

Working alongside a digital marketing agency, London companies will see that KPIs make it a lot easier to set targets, and then measure performance based on those values. The data that shows how you’re doing on your KPIs is the very data that’s going to make all the difference to your business.

Digital marketing data in action: key examples

So let’s look at some examples of digital marketing data and what to do with it.

Audience profiles and behaviour

By studying data around the type of visitors that interact with your website or app, you can build profiles around the ones that engage the most, and then use these profiles in your targeting.

Data will also show you how a web visitor interacts and what the intent of their visit was. Everything from seasonal trends to customer habits and preferences can be gleaned, helping to shape future campaigns and promotions that are wholly relevant and will therefore deliver the best value.

Traffic sources

The device type your audience uses to interact with your business online is another important data set.

Digital agency surrey digital data

Knowing where your web traffic comes from allows you to optimise your campaigns for the right channels.

Say you can see that most of your web visitors that fall into the millennials category are accessing your site on mobile, whilst your older visitors tend to use a PC. This will allow you to focus your efforts for the different audience sectors on the most appropriate channels, and optimise your content accordingly.

 

Keywords

For any digital agency, one of the most powerful forms of digital marketing data is that which shows the search terms used by your audience when looking for the products or services offered by your business. Why is it so powerful? Because it allows you to target those exact search terms, and in doing so drive traffic to your site, and your social platforms too with the use of hashtags.

Keyword data will also reveal the types of searches people are making, in other words, their search intent. From the data, you’ll be able to see whether searches are informational, navigational, transactional, or investigative.

This is gold-dust level information, because it helps you optimise your content for search intent. For example, if keywords are informational, you’ll write a blog post. If it’s is transactional, you’ll create a product page. If it’s investigative, you could put a comparison table together. When working with an online marketing agency, London businesses will soon learn that data has the power to hone campaigns so they are more targeted, way more effective and therefore more likely to deliver the best possible return on investment.

Ready to use digital marketing and all its data to your advantage, with help from a digital agency Surrey businesses highly recommend?

If you’ve been looking for a digital marketing agency London and Surrey businesses rate highly, look to Figment.

Our results-driven approach has led to extensive success for a vast number of businesses. Taking digital marketing campaign data and using it to perfect and optimise campaigns has always been a key part of what we do.

To learn more about how our London online marketing agency can help transform your campaigns into value-added success stories that deliver maximum ROI, we welcome you to get in touch.

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6 Elements Your Healthcare Website Design Needs to Have https://www.figmentagency.com/web-design/6-elements-your-healthcare-website-design-needs/ Wed, 07 Oct 2020 15:39:51 +0000 https://www.figmentagency.com/?p=9580 When it comes to healthcare website design, there has never been a more important time to make sure visitors have the right experience. Here's how to do just that.

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Healthcare website design

At a time when all eyes are on the healthcare industry, and demand for medical information is at an all-time high, it has never been more important for organisations operating in this sector to give some serious thought to the usefulness and effectiveness of their websites, and online presence overall. Here at Figment, we have a proven track record in healthcare website design. Our expertise lies in developing medical websites that are fully user-centric. It’s important to be aware of what users need, want and expect. Confidentiality, anonymity, ease of finding the information and resources they’re seeking, and a straightforward booking system being some of the key features, and there are more besides. So, let’s take a closer look at more of the essential elements that are involved specifically in healthcare website design.

1.     An intuitive navigation

A clear navigation that is naturally ordered and therefore intuitive for the user will tick the box when it comes to ease of finding the information desired. No one wants to get lost trying to locate the vital details they need, and in a sensitive industry, it is less likely for users to hold up their hands and ask for directions.

Bespoke web design involves studying user journeys that are relevant to the industry, as well as the specific organisation and the services it offers. Without this step, there is every likelihood that your medical website navigation will not make a bit of sense to anyone other than the people who built it.

2.     A simple yet effective search function

Healthcare websites are considered vital information hubs. Many visitors will be looking for advice and guidance, ahead of engaging with your organisation. If you can provide the information they need, in a clear, jargon-free format, then there is a greater likelihood that once their thirst for basic knowledge is satisfied, they will move on to contacting you to enquire about your services.

One key feature that will make it nice and straightforward to users to find the information they need, without a frustrating pursuit, is a simple yet effective search function. Simple to use, but advanced in its delivery of highly relevant results. There is nothing worse than searching a website for something you need to know right now, only to be met with an overly long list of results that bear little resemblance to your query.

Here are some search features that users of healthcare websites tend to find useful:

  • A search filter – helps to refine results more closely to what the user wants to see
  • Artificial intelligence (AI) – auto-populates suggestions as the user starts typing
  • Search categories – group results so it’s easier to locate the specific information required
  • Breadcrumbs – a trail that shows the user precisely where they are on their search journey
  • Introductory content – as well as the title of the result, a short introduction to show the user what the result is about
  • Highlighted search terms – the keywords used in the search query, highlighted to show relevancy

3.     Mobile-friendly design

Google announced it would be switching to mobile-first indexing from September 2020. Websites designed primarily around the mobile version then adapted to larger desktop screens, rather than the other way around, will ensure the right user experience is delivered to the right screen. Why is this important? Because with  mobile-first indexing, the mobile version of a website will be the starting point for what the search engine includes in its index, and the benchmark for how rankings will be determined.

According to Hitwise, almost 60 per cent of online searches in general are carried out on a mobile device. For the healthcare industry, this rises to 68 per cent. In the search results, Google prioritises websites that are mobile friendly over those that are not. So for medical website design, UK healthcare providers really do need to be thinking mobile-friendly if they are going to be competitive and enjoy the best possible online visibility.

Healthcare website design

68% of healthcare searches are carried out on a mobile device.

4.     Prominent reviews & testimonials

Research shows that over 90 per cent of people regularly read online reviews, and 84 per cent trust online reviews as much as personal recommendations. Reviews and testimonials really do matter, and they can prove a significant asset when it comes to influencing a purchase.

The big message here is to make your reviews and testimonials stand out. Don’t hide them on a sub-page. Patients want to know what others are saying. So showcase your reviews upfront. Include them on every page of your website. Include video testimonials on your home page. Feed your Trust Pilot reviews into your key landing pages. Highlight your Google Reviews score. Never hold back when highlighting how much you’re appreciated.

5.     A long-form content strategy

The healthcare industry isn’t formed on sound bites. There is an abundance of information that needs to be shared, and you as a healthcare specialist have the expertise to feed it to those who need it.

Healthcare website design should always include a place for long-form content. It is highly valuable both for visitors, and for the search engines. Visitors are more likely to engage with an organisation that can demonstrate expertise, and search engines, quite simply, recognise that long-form content is the stuff of value. The important thing is how it’s presented and ordered.

When we re-designed the website for the Hull IVF Unit, it quickly became apparent that there was a huge amount of information and data to communicate. We were asked to find a solution to make everything digestible and easy to find. We came up with a way of logically categorising all the key information pages, so users found it an effortless task to navigate to where they needed to be. The client was pleased that the new site was informative, with coming across as overwhelming. Precisely what we were looking to achieve.

Structuring long-form content in a palatable way is crucial. If you’re writing a lengthy piece, here’s what not to do:

  • Use industry jargon. Users will quickly disappear if they can’t understand what they’re reading.
  • Use long sentences, and even longer paragraphs. They don’t do the eye, or the brain, any good at all.
  • Run paragraph after paragraph without breaking up content with sub-headings and pull-quotes. Mass blocks of text can turn people off before they even start reading.
  • Fail to spark interest with well-placed, relevant images throughout the content.

Well-structured content doesn’t just please readers. It’s also a major selling point for the search engines too, with dwell time increased, and bounce rate reduced, these are key ranking signals.

Healthcare website design

Well-structured long-form content is a pleasure to read, like this material on the British Fertility Society website, designed by Figment.

6.     An easy- to-update backend management system

A fantastic looking, well-planned, user-centric medical website will work wonders for your healthcare brand. But it’s so important to think about what it can do for your workloads too.

For the Hull IVF Unit website, the WordPress backend we created with easily edible pages had the positive effect of easing workloads. In a statistics-heavy industry, it’s vital to be able to easily update a website, so always think outside of the front end.

When we designed the website for the British Fertility Society, as well as reinventing the members’ area to enhance member satisfaction, we also ensured the site was simple to update, with staff being able to easily post news, information and social updates, as well as create a regular e-newsletter.

Professional healthcare website design from Figment

Whether it’s a healthcare membership website, a health and fitness portal or an online home for a medical practice, here at Figment, when it comes to bespoke web design, our focus remains on the individual goals of our clients.

We fully understand that healthcare sector marketing demands regulatory knowledge, discretion, sensitivity and confidentiality. We have found our data protection protocols and compliance measures are robust enough to satisfy every healthcare provider we’ve had the pleasure to work with.

So, if you’re looking for professional, highly specialist healthcare website design, then why look any further than Figment? Please do get in touch to discuss your project. We look forward to learning how we can help you.

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How to Effectively Measure a Digital Marketing Campaign https://www.figmentagency.com/digital-marketing/effectively-measure-a-digital-marketing-campaign/ Mon, 17 Aug 2020 23:24:22 +0000 https://www.figmentagency.com/?p=9412 Is your digital marketing delivering a return? Read on for everything a business should know about digital marketing reporting, including how to set goals and key performance indicators.

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When engaging a digital marketing agency, UK businesses really do need to understand how their campaigns will be measured. Because without metrics to measure against, how will you know if you are getting a return on your investment? How will you know whether your budget is being used wisely, and whether you are getting true value for money?

Here we are taking a look at the things every business should know about digital marketing reporting, including how to set and understand goals and key performance indicators (KPIs), what metrics you should be tracking (or your online marketing agency should be tracking!) as well as the most common methods used to measure results.

digital marketing agency measuring results

How to measure the effectiveness of a digital marketing campaign?

What is digital marketing measurement?

First things first, let’s look at what digital marketing measurement actually entails.

So, you’ve invested in a digital marketing campaign. It’s been running a while. How have things improved for your business? How many leads have been generated? How many new customers have you acquired? How has your brand loyalty improved? Have you achieved any of your business goals? What’s your return on investment?

The only way to answer these vital questions is through digital marketing measurement. Now, you can either do this yourself. Or you can engage an online marketing agency that will include reporting as part of its service. Either way, you need to understand how the measurement techniques work.

There is ample data produced from any digital marketing or SEO campaign. Enough to make it clear what is working, what is not working, and what is delivering the best results. There are various ways of gathering this data, which we’ll look at later. For now though, the first step has to be goal setting. It’s time to set those KPIs.

What are KPIs, and how to set them?

KPIs (key performance indicators) are values used to measure and track the performance of a marketing campaign. Working with an online marketing agency, London businesses will see that a variety of strategies are put in place to promote their services and products. KPIs, providing they are specific to the campaign, make it more straightforward to determine targets and goals, and then in turn measure performance based on those set values.

KPIs are usually connected with a conversion. As a general rule, they should be easy to define and measure. They should also be of considerable benefit to your company, and align with its goals.

Increased leads or sales are typical KPIs. Some organisations also use business growth to measure the success of a campaign, and do this in terms of new account acquisition, as well as increase in revenue and profit. Volume of repeat business is also a good one, as are overheads, cost of acquisition, and time to purchase.

What are metrics?

Metrics are more specific than KPIs. These are the actual parameters digital marketers use to measure the facts of what’s happening as part of your campaign.

For example, someone completes your online enquiry form, responds to an email campaign by clicking on a link, or lands on your site having clicked a link from an externally posted piece of content, such as a social media post or a blog.

It is very important that you avoid ‘vanity metrics’. These may look good, but in reality they are not going to guarantee a return on your investment. What you want to focus on are ‘value metrics’. Take a look:

Examples of vanity metrics:

  • Overall web traffic (this is like measuring business success on turnover rather than profit)
  • Time spent on a website as a whole
  • Social media followers
  • Keyword rankings
  • Page impressions

Examples of value metrics:

  • Conversion rates
  • Sales-qualified leads
  • Cost per acquisition
  • Customer lifetime value
  • Subscriptions to mailing lists (newsletter sign-ups or eBook downloads)
  • Content shares
  • Email click-throughs and forwards
  • Social mentions and engagement

Vanity metrics aren’t entirely useless, because they do show that digital marketing efforts are having an effect. It’s just they shouldn’t be used as an end goal.

Digital marketing agency London

Metrics are more specific than KPIs.

What metrics should my digital marketing agency be tracking?

Here are some examples digital of the most common digital marketing and search engine optimisation (SEO) metrics:

Site traffic

  • Referral – visitors finding your website by clicking a link elsewhere rather than finding it via a search engine
  • Social – visitors who land on your site from social networks
  • Email –visitors landing on your site having clicked a link in an email
  • Organic – people landing on your website from organic search traffic rather than paid ads

Bounce rate

  • This is the number of visitors who land on your website, take no action, then leave. It usually indicates that the page quality is low, or that it didn’t match search intent. It’s important to track this as a metric as if the bounce rate is high, it will indicate that action needs to be taken.

Click through rate

  • The frequency at which your search listings generate clicks through to your website

Conversions

  • For non-paid digital marketing campaigns, goals for conversions could be the likes of subscribing to a newsletter, submitting an enquiry form, or downloading an eBook.
  • Other goals may include booking a consultation, signing up for a demo or trial, or creating a new account.
  • Per-channel conversion rates show you which channels are attracting the majority of your website traffic. The more accurate this metric, the better you can allocate your resources to the channels that are best serving your goals.

There are many, many, many other metrics that digital marketing agencies use to measure the effectiveness of campaigns. Some strategies will have their own specific metrics, such as those used for organic SEO, YouTube marketing, etc.

Top tip: Don’t be bamboozled by data, or blinded by science!

What you DON’T want is to be bamboozled by reams of data so that you can’t see the wood for the trees. A good digital marketing agency should be one that UK businesses feel comfortable approaching for a jargon-free, plain English breakdown of how their campaign is performing.

At the end of the day, if your KPIs are not being met over the agreed time period, then individual metrics quite simply won’t matter at all. But what should that time period be?

Top tip 2: Give it time

In reality, you can’t expect to start seeing a return on investment for digital marketing for a few months. A digital marketing agency that knows its stuff will advise you to measure your investment in terms of annual return, because typically, many campaigns won’t start to pay off for a year. You may wish to set short term and long term goals therefore, so that you don’t abandon ship too early.

Monthly reports will show you the incremental improvements that are being made, so you can see things have started moving in the right direction. Success factors will be shown in terms of metrics, whilst ROI comes in the shape of KPIs.

There may be some early wins, and the best online agencies will know how best to maximise the budget and optimise the campaigns so that you start to see results faster.

digital marketing agency Surrey

In reality, you can’t expect to start seeing a return on investment for digital marketing for a few months.

Time for help from a digital marketing agency London businesses rely on for sales-boosting results?

If you are seeking a digital marketing agency Surrey and London businesses recommend, look to Figment. When it comes to achieving results that fall in line with our clients’ KPIs and business goals, our track record is well proven.

As a results-driven team, we remain focused on the outcomes that really matter. The ones that increase sales, grow businesses and enhance reputation.

To discover more about how our London online marketing agency can help make a difference to the growth of your business through measured digital marketing campaigns, you are welcome to get in touch.

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How Search and SEO are Set to Change as Lockdown Eases https://www.figmentagency.com/blog/how-search-and-seo-are-set-to-change/ Sat, 30 May 2020 18:50:57 +0000 https://www.figmentagency.com/?p=8748 How should our SEO strategies adapt now that lockdown measures are starting to ease? What should we be doing to make sure we maximise visibility post-lockdown?

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If the pandemic situation that’s taken hold over the past few months of lockdown has taught us anything, it’s the importance of adapting to change.

We’ve already looked at how a whole host of businesses did just that and took their services digital during lockdown, making the best they possibly could of what could have been potentially precarious times. And at how it’s been possible to use SEO and digital marketing to mitigate the impact of the coronavirus situation.

The past few months have, from a commercial point of view, been all about refocusing priorities, and finding innovative ways to serve customers who still need what we all have to offer. Interesting changes have also taken place in the world of search, where a huge shift in habits has been widely apparent.

Post lockdown SEO strategies

The past few months have, from a commercial point of view, been all about refocusing priorities, especially now as lockdown starts to ease.

How have brands adapted to changes in search trends?

According to BBC News, YouTube says that videos with titles like “how to” and “step-by-step” are being viewed for 65% longer than this time last year, and questions starting “how to…” have increasingly appeared in search trends. Brands have therefore been adapting their search strategies to meet the changing needs of internet users.

Nalina Eggert, an SEO expert at the BBC, said that searches for the likes of “how to make bread” and “how to cut your hair” have been some of the most popular during lockdown.

What happened when the first retail outlets started to re-open?

Up until the recent re-opening of the nation’s garden centres, horticultural aficionados had been widely searching for information on growing plants from seed and propagating vegetables from scraps.

However, as the restrictions were lifted and the outlets started to unlock their gates once again, internet users turned their attention to finding out stock levels; opening hours, wait times and queuing protocol, and enquiring about safety and social distancing measures in place to protect them during their visits.

Searches for “where to buy” certain plants would also become more popular. The best garden centres would be on the ball, adapting their search strategies and web and social media content to service demand and attract customers through their doors.

Garden centre lockdown

As restrictions were lifted and garden centres started to unlock their gates once again, internet users turned their attention to finding out all sorts of different information.

Which businesses can re-open, and when?

It’s clear then that a search strategy change needs to happen as lockdown measures are eased. Let’s take a look at the latest official line on how that’s going to work in England, all subject to change of course depending on the latest infection rate figures.

  • 1st June – all outdoor markets and car showrooms, providing they are ‘COVID-Secure’
  • 15th June – all non-essential retailers, including independent shops and department stores
  • 4th July (earliest) – pubs, restaurants, hairdressers, hotels, cinemas and places of worship, providing they meet social distancing measures

For all these sectors, now is the time to start re-thinking SEO strategies. Get ahead. Be ready for the swathe of new search queries. Failure to do so could leave you lagging behind the competition. Here’s a helpful checklist for you to follow.

Re-opening SEO checklist

The first thing to do is make a list of the typical questions you’re going to be asked. Here are some examples to get you started.

Questions to ask

  • When will you be opening?
  • What are your opening hours?
  • What are your social distancing measures?
  • What is your policy on hygiene, sanitisation and hand washing?
  • Do you supply hand sanitiser?
  • Will I need to queue? How long will I need to wait?
  • Do I need to book? How do I book? How far can I book ahead?
  • Do I need to wear a mask or gloves when I visit?
SEO checklist for lockdown opening

Now is the time to start re-thinking SEO strategies so you are ready for post-lockdown opening.

Other questions may be specific to your particular business, such as whether you have certain items in stock and whether certain services are in operation such as toilets and restaurants.

Now take these questions and put together some informative content for your website and social media channels.

Coronavirus lockdown easing task list

Here are some ideas:

  • Create a dedicated coronavirus FAQs page on your website and link to it from your social platforms
  • Add coronavirus lockdown signposting banners to your home page directing visitors to the information they need
  • Add live chat or a chatbot to your website to help manage and streamline enquiries
  • Run a live Q&A on your social media channels to address queries in real time
  • Add a booking system to your website so you can accept online appointment bookings, saving you time and money on call fielding
  • If you run a pub or restaurant, introduce app ordering from the table to reduce footfall at the bar
  • Update your Google My Business (GMB) listing with your revised opening hours
  • Post latest updates to your GMB listing marked #Coronavirus

Need help getting ready for re-opening?

There’s a lot to do. Search strategies need tweaking. Websites need updating. If you could use some help, talk to Figment. We’re ready to assist with a range of tactics that will help you quickly adapt to the changing search landscape.

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4 Sales-Driving SEO Principles Every Small Business Owner Should Know https://www.figmentagency.com/seo/seo-principles-every-small-business-owner-should-know/ Wed, 29 Apr 2020 22:01:08 +0000 https://www.figmentagency.com/?p=8544 It’s so important to be visible in the search engines, it’s such a massive driver of sales. But how to work out the most important SEO principles to focus on first and foremost?

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When you started your business, you were no doubt acutely aware that there was going to be an element of marketing involved amongst your many tasks. But what you might not have realised was what was to lie ahead when it came to online marketing and search engine optimisation.

There is so much to do when you run a small business. And when it comes to SEO, the sheer scope of the task can appear quite daunting. So much to learn, so many different facets to get your head around.

SEO principles to drive sales

Search engine visibility is such a massive driver of enquiries and sales.

What are the most important SEO principles for the best in search engine visibility?

You know it’s so important to be visible in the search engines, as it’s such a massive driver of enquiries and sales. But where do you start? How do you work out what the most important SEO principles are so that you can focus on those first and foremost? Or, if you’re using an SEO agency, so that you can be certain they’re concentrating on the strategies that are proven to get the best results fastest, and so you can understand what they’re doing and why?

It’s precisely what we’re going to explore here in this post: the top sales-driving SEO principles, how they work and why they are so important.

1. On-page factors

A good SEO starting point is your website itself, and on-page SEO factors really do form the foundation of a solid online optimisation strategy. It’s also a good place to kick-off, because it’s one of the easiest to master, and usually delivers the best value results for the time you need to put in.

What on-page means as an SEO principle…

It means you need to make the most of what’s already on your website. It’s all about optimising…

  • Optimise your keywords, including making use of related keywords.
  • Optimise your title tags, using the right keywords in the right places.
  • Optimise your meta descriptions, again with the right keywords, but also by making sure they’re powerful enough to compel a click.
  • Optimise your headings with all the right tags.
  • Optimise your images by including ALT tags and descriptive captions, using keyword rich file names and keeping image sizes reduced.
  • And finally, publish high quality content that’s optimised for your core keywords.

On page factors are all about optimising. For meta data, for keywords, and more.

2. User intent

Continuing on the subject of high quality content and following on from last year’s Brighton SEO event, our search executive Genesis was prompted to ask the question, is content still king? His answer? Content is certainly important, but what really matters is answering the questions that users are asking.

One of the biggest takeaways from Brighton SEO 2019 for Genesis was that content must answer what people are asking, which means it’s crucial to write material that does just this. In other words, content is important, but user intent is king.

What user intent means as an SEO principle…

It means you need to create quality content, on a regular basis and that engages the reader. This content needs to be based on, for example, what people are asking, the information they are seeking, and the products they are comparing. As Genesis recommends, we have to do our homework on this.

Our core aim here is to think about what content will fulfil the intent of the search engine user. Are they likely to be asking how, can I, when, why or where?

Identifying the queries that drive users to any given site is our strategy here, and that’s something you’ll find amongst your analytics under search queries. Find out the queries, then craft great content that answers them.

3. Link building

Link signals are important for organic SEO as well as ranking as an important local SEO factor. It’s a huge subject though, but there are some essentials to help guide you in the right direction.

When a website gets a link coming into it, it’s like a vote of confidence. The higher ranking and more authoritative the page giving the link, the more that vote counts. And the more quality links a website has coming into it, the more Google will consider it important, duly rewarding it with a rankings boost.

What link building means as an SEO principle…

It means link building is important, but that it’s vital to pursue only links that are relevant, that serve a purpose to the visitor and that are visible. A link to your content from a site that has nothing in common with what you do is highly unlikely to be clicked. A link that doesn’t look compelling is pointless. And links that are buried in untapped corners of a website simply won’t get found.

Research, again, is so important here. Research the sites where your audiences hang out. Research the sites that link to your high-ranking competitors. And finally, put your user intent research into action.

Link building is a key SEO principle

It’s vital to pursue only links that are relevant, that serve a purpose to the visitor and that are visible.

4. Technical factors

Whilst this one is by no means for the faint-hearted, it is nevertheless one of the most important SEO principles. So, if you’re not well-versed in code-related tactics, it’s best you hand this one over to the seasoned experts. We’re including it here because you need to know it matters. A lot.

What technical means as an SEO principle…

It means looking at the infrastructure and hosting of your website to make sure it’s fully geared up to load pages quickly and to perform optimally; to interlink its pages in a well-structured format; to avoid identical content appearing on different URLs; to make sure redirects are properly set up and to ensure mobile-friendliness. Amongst many, many other things.

For the non-tech online marketer, Search Engine Journal summarises technical SEO really well.

Core SEO principles for sales-driving success

By increasing online visibility through core SEO principles, your small business will start to enjoy a boost in enquiries. And with a solid conversion strategy, those enquiries will have the best chance possible of turning into sales.

As we discussed, there is a lot to get your head around when it comes to SEO, but as a known driver of sales, it’s so important to make certain you keep those core principles at the top of your task list.

No time for SEO? Not sure how to get the most out of a search engine optimisation campaign? Talk to Figment. Our experts have been achieving exceptional results for a host of small businesses for a number of years. Why not get in touch and discover today how we could help make a difference for yours?

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How to Engage with your Online Audience: 5 Practical Tips https://www.figmentagency.com/online-marketing-2/how-to-engage-with-your-online-audience-5-practical-tips-for-audience-engagement/ Thu, 09 Jan 2020 15:53:02 +0000 https://www.figmentagency.com/?p=7793 How exactly should brands go about building and engaging an audience? Check out these five practical how-to tips to help get your audience eating out of your hand.

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The way a business engages with its audience can have a significant effect on its success. An effective engagement strategy draws people in for the first time, then keeps them coming back in the future, not to mention inviting others to join them.

But how exactly do brands go about building and engaging an audience? It’s precisely what we’re looking at here, with five practical how-to tips that will help get your audience eating out of your hand.

Audience engagement

An effective engagement strategy draws people in for the first time, then keeps them coming back in the future, not to mention inviting others to join them.

Tip #1: Understand your target audience

Before you even begin the whole engagement process, you’re going to need to thoroughly understand your audience. Ask these questions:

What platforms are your audience using?

Not everyone uses the same platforms, but look closely and you’ll usually see trends amongst certain audiences. The professional business community for example will often frequent LinkedIn, advisory forums, professional groups, trusted websites and news feeds, sometimes Twitter. Consumers in general tend to be bigger fans of the likes of Facebook, YouTube and Instagram, but break this down into age group and you’re going to find younger targets will be on sites like Tik Tok, Live.me and Snapchat.

This is all very generalised though. It’s vital to spend some time and get to know where your audience is, and then take a look at the type of content they are already engaging with, and not engaging with.

What you can do:

  • Use Google Trends – enter the keywords that matter in your industry to discover what people want to know and how they are engaging online
  • Get on social media – see what your audience is searching for, who they are interacting with and what’s getting all the shares and mentions

Tip #2: Create a brand story for audience engagement

Brand storytelling is one of the most successful ways to engage with an audience. It creates a sense of familiarity, something the audience can relate to.

A brand story should start by addressing the issues that your service or product is designed to resolve. Next, demonstrate how you help resolve those issues. Show how what you do actually works. Get loyal fans involved with reviews, video testimonials, demonstrations, before and after photos: whatever it takes to get the message across in a compelling and believable way.

Your brand story will help you develop brand identity, which is a crucial part of audience engagement. People will engage with those they trust.

Your brand identity will need to resonate with your audience personas. For example, if you target a more mature audience, you’ll want to become known for your caring approach; for your trustworthiness and the way you make people feel comfortable in dealing with you. If you’re targeting a professional audience, then you’ll want to be known for your thought leadership and knowledge.

Your tone of voice will need to be an exact match for your audience. Otherwise the whole engagement thing just won’t work.

Tip #3: Publish amazing content

If you’re going to engage with your audience online, then you’ll need to show them that you understand their needs and interests. What better way to do this than through quality content that addresses everything they want to know?

Be sure to make your content in-depth so that it demonstrates your expertise and compels trust. Take time over researching. Cross reference all your facts and make whatever you are crafting the ‘ultimate guide’. And make sure it’s nice and readable.

And it doesn’t just have to be articles and guides. Depending on your audience, here are some alternative content ideas to consider that can help with engagement:

  • Limited-time offers
  • Exclusive insights
  • Competitions
  • Polls
  • Votes
  • Infographics

Finally, don’t limit your content to your website. Get it out there. Share it on social media. Offer it to relevant online publishers and media channels (although you’ll need to make sure you meet all their editorial criteria first). Collaborate with a well-known industry blogger and exchange content. The wider your reach, the more likely you are to become trusted, and the better job you’ll do of engaging with your audience.

Audience engagement content

Be sure to make your content in-depth so that it demonstrates your expertise and compels trust.

Tip #4: Make a video

Video is known to generate more conversions than any other medium. It engages an audience instantly, especially those who prefer to see something visual than written.

Over 500 million users watch videos on Facebook every day, so it’s clear to see its popularity. But what type of videos should you be creating? Again, this will depend on your audience profile, but here are some ideas:

  • Customer testimonials
  • Marketing case studies
  • How-to videos
  • Brand stories
  • Live feeds
  • Webinars
  • Video podcasts
  • Expert interviews
  • Company explainers
  • Amusing anecdotes

Tip #5: Favour quality over quantity for the best audience engagement

Just as churning out reams of meaningless content was outlawed in favour of producing fewer but more in-depth articles and guides, so you should be adopting the same approach with all your audience engagement tactics. Whatever you do, think quality. Think targeting. Think what does my audience really want? Just don’t think about over-doing it to the point where your audience thinks, so what?

Instead, take your time to craft meaningful posts, content and videos that actually strike a chord with your audience. Posts, content and videos that truly engage, show your personality and how you care about your customers, and compels them to come back for more.

Audience engagement

Take your time to craft meaningful posts, content and videos that actually strike a chord with your audience

Need help with online audience engagement?

From user-friendly website design to digital campaigns with meaning, we’ve got it all covered here at Figment. Why not get in touch to discover how we can help you better engage with your online audience? We look forward to hearing from you!

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