Why a Mobile-Friendly Website is Essential to a Successful SEO Strategy in 2019

Surprisingly, many organizations still don’t have mobile-friendly websites despite there being over 5 billion unique mobile subscribers worldwide. Usually, they are reluctant to invest because they lack resources or don’t see the value. If your organization falls into this category, and you would like your brand to remain relevant on the most widely used search engines in 2019—which, let’s face it, is quickly approaching—you need to invest in a mobile-friendly website.

Here are three reasons your organization must have a mobile-friendly website as you gear up for 2019.

Reason 1: Increased Mobile Visits

Now that Google labels websites that are optimized for mobile as “mobile-friendly” within its mobile search results, failing to have a mobile-friendly website can have a negative impact on your website’s click-through rate (CTR).

Think about it this way. If a user performs a search with their mobile device, and four of the top five results have a mobile-friendly designation, if all other parameters are equal, the mobile user will give preference to the four results that Google identifies as “mobile-friendly.” This results in a greatly reduced number of click-throughs for websites that haven’t been optimized for mobile while simultaneously stimulating the volume of click-throughs for websites that are.

Fortunately, Google provides a tool that allows website owners to test if their website is mobile-friendly. If a website passes this test, it will receive the mobile-friendly designation.

Reason 2: Higher Mobile Rankings

Google already penalizes websites in mobile search that are not mobile-friendly to ensure that websites that have been optimized for mobile devices rank higher. The world’s most widely used search engine is dedicated to improving the experience of surfing the internet, which is why mobile optimization is so highly coveted. Since 2014, mobile-friendly sites have been steadily increasing in ranking while others have been demoted to search engine results pages (SERPs) that rarely see human eyes.

Consider this quote from the Google blog post that announced the new “mobile-friendly” labels:

“We see these labels as a first step in helping mobile users to have a better mobile web experience. We are also experimenting with using the mobile-friendly criteria as a ranking signal.” This announcement was made in 2014. Four years later, Google’s dedication to mobile-friendly websites has been unwavering, and mobile optimization has become the foundation of a successful online presence.

Reason 3: Increased Revenue From Mobile

If increasing rankings and click-throughs to your website don’t provide enough incentive to invest in a  mobile-friendly website, hopefully, lost revenue is. Lacking a mobile-friendly website at a time when so many users are turning to mobile devices to find the products and services they need is essentially forfeiting customers over to your competition.

The bottom line is this: without a mobile-friendly website, your organization is already losing revenue. Consumers are becoming less and less willing to put up with poor user-experiences on their mobile devices. If your organization fails to adapt to changing expectations, you will fall by the wayside as your prospective customers seek out the path of least resistance to an improved user experience. Typically, this path will lead them straight to your competitors who have invested in a mobile-friendly website. If you want to continue growing your business in 2019, a mobile-friendly website is crucial to your ongoing success.

Conclusion

Ensure that your organization has a successful SEO strategy in 2019 with a mobile-friendly website. Your organization will benefit from more click-throughs, higher rankings, and most importantly, increased revenue.

Mobile phones possess nearly all of the functionalities of a desktop computer, so it comes as little surprise that more and more interactions are taking place on mobile devices. If your website isn’t optimized for mobile, you risk missing out the important micro-moments that drive potential customers into your marketing funnel. At Leverage Digital, our creatives work side-by-side with our web development team to craft award-winning websites that feature superior performance on displays of all sizes.

Ready to partner with an award-winning agency that delivers results? Let’s get started.

 

How To Leverage Email Marketing To Increase Customer Retention

Whether yours is a product or service oriented brand, customer retention is essential. When executed properly, email marketing can be a very effective tool for making customers want more of what you’re selling. Here are a few ways this can be accomplished.

Promotions & Incentives

Promotions and incentives through email marketing are a great way to get customers back in the door. The hard part is often getting your customers to subscribe to your emails in the first place, so offer an incentive to encourage customers to sign up. Then, send out promotions at a reasonable frequency to reward your customers for subscribing, but avoid offering the same promotion too often. This will lessen the promotion’s perceived value, and customers will be less inclined to take advantage of it.

Announce New Products or Services

Does your company release new products or services occasionally? Make sure to incorporate new product and service announcements into your emails, and consider including an incentive to encourage customers to try out your new offerings.

Loyalty Program

Consider incorporating a loyalty program into your email marketing strategy, or leverage your email marketing to promote an existing loyalty program. You can offer exclusive email promotions to loyalty program members, and award points for purchases associated with these promotions.

Provide Value & Expertise

Share your expertise and provide your email subscribers with not only promotions and incentives, but valuable information. For example, a chiropractor’s office might send out tips to their patients on how to maintain better posture while at work. This is information that is free and helpful to chiropractic patients. Receiving expert advice is just as rewarding as getting a promotion or discount. It shows that you understand and care about your customers’ needs, which in turn makes them appreciative and loyal.

Segment Your Email Subscriber Lists

Not everyone is going to be in the same phase of the sales cycle, and sending out a promotion to entice a customer to save 25% on something they bought last week isn’t going to settle well with them.

There are three main categories to divide your subscriber lists into: prospective customers, existing customers, and loyal customers.

1. Prospective customers should receive emails that encourage them to take the first step to buying your product or service.

2. Existing customers have already experienced your product or service, so emails appropriate for this segment should entice them to buy again, and join your loyalty program if you have one.

3. Loyal customers should be rewarded for being loyal. Send emails thanking them for being such great customers, and provide this group with special incentives tailored to their specific interests that no one else receives.

To learn more about executing a successful email marketing strategy, please call us today at (866) 611-6267 or request a consultation.

The Three C’s of Successful Email Marketing

As a company that specializes in digital marketing and custom web design in Tampa, we can say with 100% certainty, email marketing works. According to a study conducted by the Direct Marketing Association, email was shown to have the highest success rate over any other outbound strategy, with 66% of consumers stating they have made a purchase after receiving a marketing email.

To create a successful campaign, implement our recommended three C’s of email marketing.

Compelling Content

The essence of email marketing is creating a connection with your target audience. This relationship is built and strengthened by the quality of the content you provide. Once an email is opened, you have mere seconds to grab the attention of the recipient, so from the headline to the conclusion, make it compelling.

Before publishing an email, ask yourself the following questions.

1. Is this content relevant to my audience?

2. Is my message clear and concise?

3. Does my content provide value?

4. Is my industry knowledge being expressed?

5. Does my content go beyond the surface of the topic?

If you can answer yes to all of these questions, you are on the right track. Also, make sure you are taking the time to properly edit your work. Grammatical errors and the use of incorrect or false information can be detrimental to your credibility.

Customize Formatting

Once the message is perfected, the next step to designing an effective email is to ensure that the email is properly formatted. If the layout of your email is not stylized, the content may seem overwhelming and difficult to read. The use of headings and subheadings can help bring attention to important points, and also make large quantities of information easier for readers to digest. If a certain point in your message relates to a service your company provides, a previously published article, or an industry study, provide links to extend reader engagement. Finally, keep in mind that some readers may use a mobile device to access their email, so font sizes, style, and color should be legible across all devices.

Calls to Action

No message is complete without a call to action. It is important to provide interesting information that does not explicitly try to sell your product or service, but that doesn’t mean you shouldn’t have an objective. If there is not a definitive action to take, the user experience ends at the email. Whether you want the reader to schedule a call or visit your website, at the close of every written communication, provide a clear call to action. The call to action should epitomize the objective of the email and guide readers to the next step.

Summary

A successful email marketing campaign can be achieved through a well thought out strategy. Take the time to write compelling content that connects with and engages your audience. Then, design your layout in a way that is not only visually appealing, but compatible across different devices. Finally, always keep the end goal in mind, and close every email with a clear call to action.

If you would like to learn about our Tampa web design or email marketing services, please call us today at (866) 611-6267, or request a free consultation.

5 Tips for a Successful Email Marketing Strategy

Email marketing can be an extremely effective tool for businesses to stay top of mind with their customers, but without a focused plan, your email marketing efforts are not reaching their full potential.

Before sending out your next round of emails, read these 5 actionable tips for creating a successful email marketing campaign.

Tip 1: Set Specific & Measurable Goals

Strategic planning is the key to any successful marketing campaign, so before you send out your first email, determine your goals and objectives. Goals should be specific and measurable. For example, if you want to increase unique website visits, plan your strategy and content around this goal. Next, determine how you will measure the success of your campaign with a specific targeted number of visits.

Tip 2: Know Who You’re Trying to Reach

In order to send information that is relevant to your target audience, know who you’re trying to reach. Before drafting your message, determine who the intended audience is and what information they find valuable. If your message is not relevant to the receiving audience, you are losing out on valuable opportunities to connect and engage with that person. For varied audiences, provide unique content that addresses the specific needs of each segment.

Tip 3: Determine Optimal Send Frequency

The next question to ask before beginning your email marketing campaign is the frequency between messages. You can send emails out daily, weekly, or monthly, but make sure to be consistent. Have a set time each month to plan, write and send out your emails. Test to see which frequency is optimal. Sending emails too often can be annoying and may result in a high unsubscribe rate. Send emails too seldom, and your customers may forget about you.

Tip 4: Communicate Value in The Subject Line

As a Tampa web design company, we understand the importance of communicating value through email subject lines. Nearly one third of email recipients open an email based on subject lines alone. Find a way to communicate the value of your message through a subject line that speaks to your target audience’s needs. The best way to write great subject lines is through writing interesting content. Interesting content usually generates interesting subject lines.

Tip 5: Present a Clear and Concise Message

Rather than overwhelming the reader with lots of information, provide them with a clear and concise message that’s easy to digest. Most recipients will scan your email to pull out bits of information they find of value, rather than read it word for word. Inundating them with too much information will likely result in them ignoring the email. A good rule of thumb is to provide them with a little information they can absorb, rather than a lot of information they ignore.

Conclusion

Email marketing can be a great tool to connect with your audience, but only if it is executed correctly. Set specific and measurable goals, determine who your audience is, how often you will speak to them, grab their attention by providing value in the subject line, and present a clear and concise message. By keeping these tips in mind, you are on your way to integrating a successful email marketing campaign.

Leverage Digital is a Tampa web design and digital marketing agency. For more information, please call us today at (866) 611-6267 or request a free consultation.

How to Increase Your Email Open Rates

You spend a lot of time working on your email marketing campaign, but is anyone reading your emails? Your open rate can tell you a lot about your campaign and how successful it may or may not be. Email open rates can depend on factors which are out of your control, such as your industry, but there are other factors within your control that can have a significant impact as well.

Here are three quick ways to increase your email campaign open rates:

1. Have a Compelling Subject Line

A compelling subject line is made up of two key components. The first component lets the reader know what they can expect to find inside the email and the second makes the reader want to open it. A compelling subject line can be thought of as a promise that’s designed to capture your reader’s attention and should leave them with a desire to open the email and read more. Great subject lines are also short and to the point. A good rule of thumb is to keep subject lines within 50 characters or less.

2. Create Content That Provides Value to Your Reader

It’s essential that your content provide value to your readers. If a reader finds that the emails you send them are not relevant to their interests, it is unlikely that they’ll want to open your future emails. What works is an exchange of value. Your readers must find value in what you are sending them in order for them to give up their time to read it. To ensure that your content provides value to your readers, make sure that your subject line is relevant and provides a promise for some sort of value and that the content of your emails delivers on that promise. It is also helpful to consider using the services of an experienced digital marketing and web design firm in Tampa that specializes in email marketing.

3. Know When to Send Your Email

Another factor that can impact your email open rates is the time of day and day of the week that your emails are sent out. It will require some testing to figure out what your optimal send time is, but knowing the best time to send your emails can have a significant impact on open rates. A popular method used by many Tampa web design companies to find the best send time for emails is through A/B split testing. This is where the same email is sent to two separate email lists at different times. You can then compare the results to determine which email had the highest open rate. Another effective method is to look at historical data to see if there are any discernible patterns between send times and open rates.

If you would like to learn about our email marketing services, please call us today at (866) 611-6267, or submit our free consultation request form.