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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Content Conundrum: The Vanity vs. Performance Dilemma

Content Conundrum: The Vanity vs. Performance Dilemma | Integrated Brand Communications | Scoop.it

The rise of vanity metrics often detracts content authors from the true meaning and value of publishing great content. These objectives actually matter.

 

Not every piece of content you produce is great. Content can be a very subjective form of marketing. Some people like it, some don't, some care, and some don't.

 

Every day millions of pieces on content are produced on the Web. Does every piece of content have value; does it serve a reader, author, and business purpose? No.

 

The rise of vanity metrics often distracts content authors from the true meaning and value of publishing great content. It's the modern-day content marketing dilemma – subjective vanity versus objective performance.

Russ Merz, Ph.D.'s insight:

This article neatly summarizes the importance of defining quality #marketingcontent and its relationship with #brand website performance metrics. A must read!

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Branding Revolution: Earn Readership On Owned Media - Business 2 Community

Branding Revolution: Earn Readership On Owned Media - Business 2 Community | Integrated Brand Communications | Scoop.it

There is much debate today as to whether or not the end of the corporate website is near, or perhaps has already come.

 

Global brand leaders like Coca Cola, IBM, American Express and so many more have turned their attention to building communities based upon providing useful information, engagement and building a sense of community for visitors that has never been felt on a traditional corporate website.

 

Nowadays readers have so many options and their first destination is rarely a branded site, unless of course we are talking Google or to a lesser extent Bing. According to one study more than 74% of people turn to Google to start their information gathering. By the time you add in a few lesser-used search engines it is hard to believe that 80+ percent of people don’t hit search first. Meaning that less than 1 in 5 people immediately go to a defined URL.

 

Ultimately where the user ends up going will be the first few search results. According to a Search Engine Watch study 84% of people will wind up clicking on the first five links meaning that you are pretty much dead in the water if your formula for site traffic depends on being in the top 5 of any competitive keyword search (or any search for that matter)

 

Russ Merz, Ph.D.'s insight:

A very interesting article that highlights the importance of paid content and social communities combined in driving traffic to branded websites. This relates quite well to the recent PBS Frontline report on "Generation Like".

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17 Things You Should Stop Doing to Your Websites - Search Engine Journal

17 Things You Should Stop Doing to Your Websites - Search Engine Journal | Integrated Brand Communications | Scoop.it

We see dozens of guides and tutorials on how we should make our websites better to rank, convert, and perform. On the other hand, there’s so much wrong-doing, it can be easier for you to STOP doing some things to get better results with your online presence. Below I’ve outlined the 17 most popular “sins” I’ve identified on my customers’ websites within the last 2 years.


 
Russ Merz, Ph.D.'s insight:

Some good advice in this article for making brand websites more customer friendly.

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Six Reasons Your Website Will Fail

Six Reasons Your Website Will Fail | Integrated Brand Communications | Scoop.it

Although the dawn of the Web was nearly two decades ago, many small and midsize businesses (SMBs) still have a limited, ineffective online presence. That wouldn't be much of an issue if the Internet hadn't long ago replaced hardcopy Yellow Pages as the go-to source for business information.

 

vSplash's SMB DigitalScape data, based on an analysis of 1 million SMB websites worldwide last year, provides a clear demonstration of how poorly equipped SMB websites are for the digital age.

 

Let's go through the most alarming findings and examine the top reasons SMBs are failing online.

 



Read more: http://www.marketingprofs.com/articles/2013/10531/six-reasons-your-website-will-fail#ixzz2QGbmqGHF

Russ Merz, Ph.D.'s insight:

Things all SMBs need to remember about website design and content.

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How Adding Personality and Trust to Your Landing Pages can Maximize Conversion Rates

How Adding Personality and Trust to Your Landing Pages can Maximize Conversion Rates | Integrated Brand Communications | Scoop.it

This article will discuss the rising importance of personality and trust in brand communication, particularly in landing page optimization.

 

We’re constantly testing and tweaking our landing pages to maximize our conversion rates.

 

We know a page that converts at 15% instead of 10% can mean hundreds of thousands of dollars in increased revenue for our business.

 

This article will discuss the rising importance of personality and trust in brand communication, particularly in landing page optimization. I’ll give you five strategies for presenting a user-friendly landing page and a personable business that you can apply to improve your conversion rates. We’ll go through techniques that can give your website that certain “something” which gets a visitor to convert.

 

Before we push on, I’ll quickly preface these recommendations with this: As with any landing page variable, the ones I’ve included in this article are simply tests I’ve seen work in the past, and they may work for your business.

 

Landing page optimization is a continuous exercise of testing. It is pitting control against variation until you’re satisfied (which you never should be).

 

I do give case studies for each of the variables I recommend, so you know I’m not just stabbing blindly in the dark. Just remember, these are unproven hypotheses until you test them yourself.

 
Russ Merz, Ph.D.'s insight:

A detailed explanation, filled with examples, explaining how to build a website that communicates #personality and #trust to #branded website visitors in a way that drives increased conversion rates.

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9 Tips for Professional Service Firms to Maximize their Website Content | Business 2 Community

9 Tips for Professional Service Firms to Maximize their Website Content | Business 2 Community | Integrated Brand Communications | Scoop.it

Many professional service firms forget to leverage one of their greatest marketing assets: their intellectual property. Your ideas, stories and even methodologies are the single best way to differentiate your firm.

 

Many firms are willing to invest in thought leadership campaigns. But, in order to maximize that investment, you need to design the right “home base” to show those assets off.

 

Your website content should be a compelling invitation to clients, alumni and targets. Take a look at your current site with this “thought leadership management” checklist in mind:


Read more at http://www.business2community.com/content-marketing/9-tips-for-professional-service-firms-to-maximize-their-website-content-0489445#sBoHFqCmh6rkSd2a.99

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7 Key Design Tips for High-Converting Landing Pages [+ Free Templates]

7 Key Design Tips for High-Converting Landing Pages [+ Free Templates] | Integrated Brand Communications | Scoop.it

7 design-related best practices for creating landing pages that convert.


Via massimo facchinetti
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