12 Jun 2021

Best Practices for Social Media Marketing in 2021

Facebook was the most visited social media website in Trinidad and Tobago for the year 2020, accounting for over 50% market share. In second place was Pinterest (27%), followed by Facebook-owned Instagram (9%) [1].  Social media and digital marketing are powerful channels for businesses to generate sales, increase online visibility, and find new audiences.

However, the digital marketing landscape is constantly evolving. Users today are more concerned with privacy. Apple introduced its app tracking transparency framework for iOS earlier this year. Google has announced that it will be transitioning away from the use of third-party cookies for its ads and will not replace cookies with any other form of tracking. Attorney General Faris Al-Rawi said in December last year that the government of Trinidad and Tobago plans on strengthening data protection legislation in 2021.

Marketers need to adjust their social media strategies and content development plans to suit the new online marketing landscape. Below are some best practices to follow for social media marketing in 2021:

1. Think about when and how much you are posting

The Covid-19 pandemic made all of us take a breath and re-assess. With more time on their hands, people were not only looking for more content online but also paying closer attention to the content they were seeing. Brands had to take a step back and think about their online perception. Many companies started asking themselves, does my audience want to hear from me right now? Instead of churning out large volumes of content to please social media algorithms, there was a shift to creating value-adding content for audiences. This trend of quality over quantity will continue into 2021 and 2022. Businesses need to be more thoughtful about their social media content development. How often are you posting, what platforms are you posting on, and what ads have you purchased?

For social media marketing content choose quality over quantity

2. Short videos for the win

Tik Tok and Instagram reels saw massive growth in 2020. Short video content is here to stay. Even YouTube has joined the fray with the introduction of YouTube Shorts in March 2018. You can work with a social media content creation company that can create fun short video content on a consistent basis. Once the videos have been created, make sure you share them on all platforms.

3. Be present on more than one platform

It’s important for brands to diversify their presence on social media. Ensure that you are active on at least two or more platforms. This will provide security for your brand’s online presence as you are not completely dependent on a single platform. A multi-platform approach will also increase your chances of engaging with new audiences. Read more on top 4 reasons to choose social media for online advertising.

4. You don’t need high production value

As people worked from home this past year, marketing teams had to get creative with how they create content, particularly videos. Without access to studio equipment and fancy lighting, many marketers were creating content from their homes. Surprisingly, these low production value videos still connected with audiences. People identified with these types of videos more because they could see themselves in them. This more relatable, human approach to content creation is a recommended practice for 2021. Remember, content that adds value will be engaging even if it isn’t highly produced.

Social media content videos don’t need high production value

5. Leverage Instagram’s search friendliness

Instagram has announced that the platform will become more search-friendly. This means that people will be able to find relevant posts, videos, and accounts by typing a keyword in Instagram’s search bar. Earlier it was only possible to find content on Instagram with the use of hashtags. Businesses should take advantage of Instagram’s planned search friendliness. Include relevant keywords in post captions and your profile description. If possible, add the keyword to your Instagram account name. Ensure you follow other accounts from your niche so that Instagram’s algorithm will know what the content being posted from your account is about.

Contact WebFX if you are looking for a digital content provider in Trinidad. WebFX is a digital marketing and social media content creation company based in Trinidad and Tobago. The team has relevant experience and a deep local understanding that helps create successful social media strategies and digital content for businesses in Trinidad.

Source:

1. Feb 2021, S. Chevalier, “Jamaica: social media visit share 2020”, Statista, [available online] available from: https://www.statista.com/statistics/1034579/jamaica-share-visits-social-media-websites/ [accessed May 2021]

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13 May 2021

21 points to check before launching your business website

The launch of a website comes after months of hard work which includes meticulous planning, creative designing, and efficient development. This can be exciting but can also cause some anxiety. Before a website is launched, it should go through multiple testing phases and prechecks to ensure there are no technical snags and compatibility errors that may disrupt the launch, make the site difficult to use, or interfere with the functionality of the website.

Below are 21 points you should check for a hassle-free website launch:

1. Browser compatibility

Before going live, check your website on multiple browsers like Google Chrome, Microsoft Edge, Mozilla Firefox, and Safari. The look and layout of your website should stay consistent across web browsers. Look for any extreme disparities or layout discrepancies that need to be corrected.

2. URLs

All the URLs of the website must be checked thoroughly immediately after launch to ensure they are functioning properly. Keep the URLs short, clean and SEO-friendly.

3. Images

All the images on your website must load properly without delays. Optimizing image size will ensure better website speed and performance. Additionally, all website images must have descriptive alt tags that explain to search engine crawlers what the image is about.

4. CTA buttons

Check if all the CTA buttons on the website are linked correctly. Learn more about five types of CTAs your business’s website must-have for higher conversions.

5. Forms

A website can have one or multiple forms such as a contact form, an opt-in form, or a sign-up form. Before the launch, fill out the forms and check to see if they are functional. Check if the details submitted via different forms reach their respective destinations. Check if the sender receives an acknowledgment message or email once they are done submitting a form. Keep the forms short and simple to fill out.

6. 404 pages

If a user requests a webpage that does not exist, is your website ready with a custom 404 page to display? A 404 Not Found error page shows up whenever visitors request a page on your website that does not exist. However, instead of showing them a scary 404 page that could potentially drive them away from the website, a cleverly designed custom 404 page will let the visitors know what went wrong and guide them about where to go next. Here is an excellent example of a creative custom 404 page.

website development checklist Custom 404 page example
Photo credit – https://optinmonster.com/best-404-page-examples

7. Site speed

Your website’s load speed should not exceed 3 seconds. A website that loads slowly will hurt your website rankings and can cost you valuable leads. Run your website on a speed test tool to check its current speed. There are many optimization steps such as browser caching and CSS and JavaScript minification to improve website performance.

8. Mobile device check

Run your website on multiple mobile devices and screen sizes to make sure it is 100% responsive. A responsive mobile-friendly website will auto-adjust to seamlessly fit all screen resolutions and deliver a quality user experience irrespective of the device.

9. Security

SSL certificates are a must for all websites. Even if your website does not conduct any monetary transactions, you should get a certificate so that you have an HTTPS site URL. Additionally, make sure to take all security measures to protect your website from hackers and virus attacks. Install and frequently run anti-virus software and make sure the computer used to access the website files is free of malware. Always use a strong password to protect your data and files.

10. Content

Proofread the website content multiple times to check for grammatical errors, typos, and discrepancies in font size and type.

11. Remove Test content

Carefully go through the website to make sure there is no test content and test pages that may go live with the launch.

12. Social media icons

Make sure all social media icons are correctly linked to your business’s social media profiles.

13. Favicon

Favicon helps website visitors locate your website when they have multiple tabs open. It also serves as a branding element for your business. If you forgot to add one before, make sure to add it during the pre-launch check process.

14. Sitemap

A sitemap is the map of the website that helps search engine spiders navigate through it. It outlines the website’s structure displaying various sections of the website and how they are interlinked. A well-structured sitemap allows better indexing and supports search engine optimization.

15. Robots.txt

Don’t forget to add a robots.txt file to your website’s root directory. A robots.txt file tells search engine crawlers which sections of the website they can and cannot request, and is required to avoid page request overload.

16. Google Analytics

Creating a Google Analytics account and setting up the tracking code before launching your website will allow you to track your website’s traffic from the start without losing any valuable data.

17. Google Search console

Create a Google Search Console account for your website and submit your sitemap to ensure website indexing. Google Search Console will also point out any technical errors you may have overlooked.

18. Title and Meta tags

Work with your SEO team to have your website optimized for higher search engine rankings by adding keyword-focused Title and Meta tags in an SEO-friendly format.

19. Schema Markup

Schema markup is a microdata language that makes your website’s search result listing more attractive by pulling out and displaying relevant data from your website. Additional information such as related images, reviews, ratings, event time, etc can be communicated to search engines via the schema markup. This allows them to show this information to visitors through their search results. Here is an example:

schema markup search result example

20. Website code and CSS validation

Run the website code and CSS validation tests to make sure your website’s coding is clean and error-free. Using tools such as W3C Markup Validator is a good way to spot and fix errors and clean up your code.

21. Backup

Always keep your website’s latest backup for emergency scenarios to avoid losing your website data.

Oftentimes, the excitement of the launch and the stress of meeting deadlines take our attention away from small but important details that could, later on, turn into bigger problems. Website testing and prelaunch checks are critical to a successful website launch and must be included in your prelaunch schedule to avoid last-minute chaos and stress.

For professional website design and development services in the Caribbean region, contact the expert team of designers, developers, and content creators at WebFX. Headquartered in Port of Spain, Trinidad, WebFX provides website and digital media solutions across the Caribbean and South American Countries, with clients in Antigua and St. Vincent and the Grenadines, Barbados, St. Lucia, Grenada, Trinidad, and Guyana. Learn more about WebFX website development and digital marketing services.

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06 May 2021

Checklist for hiring a website design and development company if you are not tech-savvy

When hiring a website design and development company, many businesses do not know how to assess their options. Hiring a team that does not have the right skill set and experience can be devastating for your business website and digital marketing efforts. Businesses may find the hiring process challenging due to a lack of technical knowledge in website design and development. Even if you are not tech-savvy, with the help of some fundamental hiring questions you can properly assess website design companies and make an informed choice.

We have put together 9 questions you should ask potential website design and development teams for assessment during the hiring process:

1. Years of experience?

Ask the team about their years of experience in their field of expertise. Companies that have a greater number of years of experience with design and development websites typically have more knowledge and development skillsets. This does not mean that a company with less experience will not be able to do a good job. However, more experience is usually a reliable indicator of a team’s capability. Look for work experience spread across multiple niches when assessing teams.

2. Work portfolio?

By going through a company’s past work, one can discern whether or not the prospective website design and development company is skilled at creating professional websites. The websites should be able to support and enhance a business’s online marketing and sales structure. Ask the potential design partner for proof of work and the types of websites they have designed and developed to appraise their expertise and range. Keep in mind you need to look at the functionalities of the websites created and not necessarily the business itself. For instance, if you are looking to create a website that allows your clients to book appointments online, check to see if the team has created this type of functionality for a website. The website need not be in the same niche as you. As long as the function you want it to perform is the same.

Go through work portfolio of potential website design and development companies to assess your options

3. Client testimonials and reviews?

Another strong indicator of a website development company’s competence is what their previous and existing clients have to say about their work. Client testimonials are a sneak peek into what you can expect. Go through as many client testimonials and reviews as possible. You can take it a step further by contacting those clients to verify the reviews and testimonials and get more information on the website agency’s capabilities, culture, and work ethics.

4. Where are they located?

Although this has nothing to do with a website agency’s technical prowess, choosing a design partner located in the same region as you can help with faster communication, especially during the initial stages of the design and development process. A big difference in the time zones between your locations can cause a delay in communication and inconvenience. Sometimes, cultural factors and language can cause hindrance in smooth communication and execution of the design and development process.

If you are a business in the Caribbean, you can contact WebFX. We are a Caribbean website design and development company located in Port of Spain, Trinidad, with almost 10 years of experience in web development. Working with clients across the Caribbean and South American countries, we have a clear understanding of the culture and the people in our region.

5. What is the process for ongoing maintenance and updates?

Your website will be your business’s online representation. As your business evolves and expands, your website will need to reflect these changes. Websites also require regular updates to comply with the latest technology and search engine requirements. Businesses should have a technology partner that they can engage to incorporate such changes, and for quick resolution of technical emergencies. Ensure the website development team you choose to work with has a clear and transparent process in place for ongoing maintenance tasks as well as website updates.

6. Basic training?

You or someone you trust on your team should have a basic understanding of how to use the website. This will allow you to make minor updates such as adding blog posts, changing contact details, and event images on your own. Ask your potential website development company if they will give you basic training on the website’s backend functionalities and usage.

Make sure your website design and development company will give you basic training of how to use your website

7. How will the website hosting work?

A website is a collection of files such as codes and images that are hosted on a server. Website hosting refers to allocating space on a webserver to store your website files. Internet users access your website stored in such webservers using the world wide web. Ask your website development company where will your website be hosted. If they are going to host your website, then what would be the procedure to move hosting in case you choose to work with a different company in the future. This point is slightly technical but very important.

8. Will the website be built using a content management system?

A content management system (CMS) is a platform that makes editing websites quick and simple even for non-technical persons. A website built using a good CMS will not require you to know HTML or CSS coding to be able to make changes.

Currently, WordPress is the most popular CMS for website development. The website design and development team at WebFX is well-trained and skilled in using WordPress with a focus on creating clean, responsive, and professional websites.

9. Do they follow SEO best practices?

SEO or search engine optimization is essential for your website to rank high on search engines like Google and Bing. Higher rankings bring increased visibility and organic traffic to the websites. Ask your potential website design partner if they have experience in creating SEO-friendly websites? Will they include on-page SEO elements on your websites such as Meta tags, sitemaps, and robots.txt files?

A website is an important part of your business’s digital marketing and online promotion. Therefore, finding the right web partner is an important task. Read more on 3 Crucial ways your website design company supports your business.

Partnering with a website team that understands the importance of your business’s online goals, is necessary to create a website that works in harmony with your digital marketing plans. Take your time to evaluate your options. Use the points mentioned here and research well before you finalize a team. Good luck!

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28 Apr 2021

Top 5 reasons to include a blog on your business website

Google loves fresh content. The best way to keep your website’s content fresh is by adding a blog. You can regularly share quality posts and articles for your target audience that are informative and attractive. This also indicates to Google that your business website aims to deliver quality material for your visitors and offers true value.

Blogging started as a personal diary that people used to share their opinions online but has turned into a powerful digital marketing tool for businesses seeking online success. Here we have listed 5 ways blogs help businesses achieve their online marketing goals.

Five reasons to include a blog on your business website

1. Establish your business website as an authority in your niche industry:

Sharing helpful and value-adding information on topics related to your niche industry allows website visitors, as well as search engines like Google, know that your website is a trusted and credible source in your business’s niche.

Sharing value adding content with your audience will make them perceive you as an expert in your field and allow you to showcase your knowledge. You can set your business brand up as an industry leader. Building an online reputation as an industry authority and creating a trusted reputation are key objectives of digital marketing solutions. If done successfully this can significantly boost a website’s conversion rates.

2. Improve the website’s search engine rankings:

A search engine connects your website to audiences that are actively looking for your products and services online. Securing high search engine rankings for keywords that increase your visibility to a targeted online audience is necessary to generate a consistent flow of relevant organic traffic.

Regular blog post submissions help improve website search engine rankings

Fresh and relevant content is the easiest way of helping search engines understand what industry your website belongs to and which search queries it should rank high for on SERPs (Search Engine Ranking Pages). By consistently adding new content, your website provides search engines with fresh and niche-related information to crawl and index. This makes blog posts an impactful tool to help your business establish a connection between your website and its niche industry. The more relevance you can generate the higher your rankings will be for targeted keywords.

3. Increase your followers and become an influencer:

A blog has the potential to turn your business website into an information hub that offers expert advice, counsel, facts, and details on various subjects in and around your business’s niche. Becoming a continuous source of reliable and helpful information can bring benefits to your business and brand in the form of loyal followers, turning your business website into a trusted industry influencer. Fostering a strong influence over the target market will offer your business many advantages such as:

  • Reach new customers
  • Connect with existing customers
  • Better quality leads
  • Higher conversion rates
  • Strengthen and scale brand awareness

Get in touch with WebFX, a website design and development company in Trinidad, and find out how you can incorporate a blog section into your business website.

4. Attract buyers in the research phase of the buying process:

A blog is a very effective medium for attracting potential customers who are still in the ‘information research’ and ‘evaluation’ stages of the buying process. These are the stages where the customers will research information and evaluate their options to help them find the best possible solution. Businesses can invite online consumers to their websites via blog posts that offer information that supports their research. For example, a business that sells sports shoes can provide information on which shoe type is best for running and why.

Choose blog post topics that attract buyers in the research phase of the buying process

By sharing such information, not only is a business helping buyers make the right decision, but they are also creating trust and authority by offering genuine value. The authority and influence created by a well-maintained blog can significantly impact how potential customers feel about your products and services. Brainstorm to come up with post ideas that will provide the information and data your potential customers seek.

5. Generate social media engagement:

Regular blog post submissions keep your website content fresh and your business’s social media accounts active. Each blog post published on your website can also be shared on various social media channels. Work with your social media management team and sync the website’s blog content strategy with social media content strategy. When planned well, both blog and social media can support each other to maximize engagement and impact.

If your business website does not have a blog, contact the website development professionals at WebFX. WebFX is a website design, development, and digital marketing company that works with clients across multiple Caribbean and South American nations like Guyana, Trinidad, Antigua, Grenada, St. Vincent, and the Grenadines, Barbados, and St. Lucia.

Due to its straightforward and easy-to-implement structure, blogging can be integrated into any form of digital marketing solution be it organic or paid. It is a cost-effective and versatile marketing strategy that has many benefits including overall development of business reputation and brand credibility online.

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16 Apr 2021

Digital marketing methods to build and nurture customer relationships

Digital marketing methodologies can provide high ROI for businesses of all sizes. One of the benefits of digital marketing is the extraordinary way in which businesses can now directly connect and communicate with their customers. This enables them to lay down a foundation for a strong customer relationship.

Paying close and careful attention to customer relationship management is necessary for a company’s customer retention plan. The process of building and nurturing a personalized relationship with customers will have many rewards; such as:

  • Boost in customer loyalty
  • Increased customer lifetime value
  • Increase in loyal brand advocates
  • Word-of-mouth marketing
  • Faster cross-selling and up-selling

Here are four methods supported via digital marketing that will help you build and foster high-value customer relationships for long-term profitability:

Personalized emails:

Emails are simple, direct, and efficient. When combined with digital marketing, emails become a potent tool for personalizing your brand’s relationship with your customers. Data about customers can be collected through various digital marketing mediums and tools. This data allows for precise segmentation of the customer base, enabling businesses to tailor-make emails for each customer.

Email marketing is a powerful tool for personalizing your brand's relationship with your customers

From a simple note wishing them on their birthday to a follow-up email with information on cross-selling products based on their recent purchases, a personalized email shows that a brand is invested in the customer’s specific needs and requirements. Personalizing your email communication is a cost-effective means of proactively keeping your brand on your customer’s radar.

Live chats and quick responses:

Incorporating live chat into a business’s website is an excellent way to increase first contact resolution rates. This means that customers’ problems are resolved during their first contact with your business. This makes a very positive contribution towards customer experience.

Live chats indicate that a business values its customers’ time and is dedicated to resolving their problems as quickly as possible. Use live chats to reduce response time and invest in training your support team to conduct positive interactions with each customer. Every interaction with a customer is an opportunity to build and strengthen your rapport with them and to create and grow a loyal customer base.

Social media listening and responding:

Social media platforms help with brand visibility and expanding business reach. They are also a powerful digital channel for consumers to talk about or talk to their favourite brands online. Whether it’s customer queries, concerns, or feedback regarding your products or services, social media channels connect your business to customers, giving your business an opportunity to convert a dissatisfied customer into a happy one.

Treat every comment, post, and feedback, both positive and negative, as an opening to initiate an interaction with your customers. Treat every interaction with care, attention, and empathy. By adding genuine care and value to every communication, your brand is not only strengthening the customer relationship but is also gaining a massive competitive edge over other businesses in your niche.

At WebFX, the social media listening and responding process utilizes agorapulse and other social media tools to listen to conversations around customers’ brands and organizations. Our dedicated team of customer service representatives respond to any relevant queries or concerns. Businesses can get in touch with the team at WebFX to learn more about social media and digital marketing solutions in the Caribbean.

Build and nurture your online community:

Investing time and resources in building and expanding an online community for your brand is a long-term strategy that leads to benefits like loyal followers, community-driven engagement, increased website traffic and conversions, and high customer retention.

Building and expanding an online community for your brand has long term benefits

An online community can be built on public domains such as Facebook groups, or on your website if you want to have a more selective group of people driving engagement for your brand. What domain you choose will depend upon the type of community your customer base would be interested in participating in.

The success of the community will also depend on the quality of your content as well as innovative ideas of engagement, that can convert simple visitors to active contributors. Interviews with influencers from your niche, request for product innovation ideas and feedback, Q&As, contests, and virtual meeting are good examples of engaging content. An active online community has the potential to become a potent marketing channel for your business.

Customer relationship boils down to 2 main activities; the first is providing an outstanding customer experience, and the second is proactively reminding your customers of your brand and business in a way that feels personalized and makes them feel special.

In the current digital era, consumers use online information like reviews, testimonials, and posts by existing customers to choose one brand over another. Therefore, investing resources to create a loyal customer base that supports your online reputation has become a critical aspect of marketing your brand. For more information on how your business can plan effective social media and digital marketing strategies that maximize ROMI, get in touch with the professionals at WebFX.

WebFX is a website services and digital marketing company located in Port of Spain, Trinidad with the experience of working with companies across multiple Caribbean and South American nations like Guyana, St. Lucia, Grenada, Barbados, Antigua and St. Vincent and the Grenadines.

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02 Mar 2021

Four ways to boost your business branding with digital marketing

A strong brand gives a business an ethical and trustworthy reputation in its niche industry. A significant portion of digital marketing focuses on establishing trust with the target market. Strong branding cements a company’s reputation and encourages consumers to interact with the business. A strong brand presence has a crucial role to play in helping a business achieve its ultimate goal; to maximize profits.

In this post, we will go through four digital marketing techniques to boost your brand development and create a strong brand presence online.

Content Marketing

Content is integral to marketing, be it digital or traditional. When it comes to branding, content supports many different aspects of brand creation, awareness and perception. Below are certain things to consider when creating branded content:

  • Your content should tell your customers who you are, what are you offering, and what sets your company apart from your competitors.
  • Content is not just text. It’s also created in the form of media such as images, videos, infographics and gifs. Through the appropriate choice of content type and tone, businesses get to clearly display their brand’s personality.
  • One of the biggest tasks of content marketing is to set up a brand’s reputation as an industry authority. When a brand is perceived as an authority in its niche, it is able to generate business and sustain even in a highly competitive environment
  • Content should offer information, solutions, or entertainment related to your business’s niche. It should benefit the target audience. This will help a business to gain online authority and trust.

Implementing content marketing to build brand image

As one of the most versatile forms of digital marketing, content marketing not only helps create a strong brand presence, but also supports other forms of brand building strategies mentioned below.

Social Media Marketing

The impact of the social media revolution is visible in the way consumers communicate with brands online. Social media sites like Facebook and Twitter have become the go-to platforms for users to share and connect with their favourite brands in the online space. Good or bad, consumers experience with your business will find their way on to social media websites, and impact your brand’s reputation.

Learning how to use this massive social media influence to your advantage can bring your business tremendous branding opportunities.

Below are 5 simple social media strategies any business can implement right away.

1. Visuals – Use the right visuals and colour palette that best match your brand persona.

2. Hashtags – Use correct hashtags for each post to increase engagement and brand visibility.

3. Communication – Use social media tools to get notified on any conversation taking place around your brand. Use the platforms to:

  • Interact with existing and potential customers
  • Promptly respond to negative comments
  • Address customer complaints and queries
  • Understand how the online community perceives your brand

4. Competitors – Research your competitor’s social media activities to come up with new ideas for your own branding strategies.

5. Results – Go through your social media activities and measure your results using statistics like reach and engagement. Tweak your strategies to aim for higher engagement.

Through social media posts and social media advertisements, businesses get the opportunity to strengthen their bond with their customers as well as their target market. Read more on top 4 reasons to choose social media for online advertising.

Social media is one of the most effective ways for businesses to introduce their brand to the online community and build an impressive online reputation.

Influencer Marketing

Influencer marketing involves partnering with well-established bloggers and social media users. This form of digital marketing strategy allows businesses to benefit from an influencer’s established social and online authority. By identifying and collaborating with the right influencers in your niche market, you can quickly expand your reach and gain new audiences.

To maximize the results of this borrowed authority, it is important to choose an influencer whose content is in alignment with your brand’s message and personality. When picking an influencer for your brand go through the following key points to find the right match.

  • The influencer’s audience type must fall under your target market
  • The influencer must be active and dedicated to his/her online property
  • The influencer must be able to generate high engagement rate in terms of likes, shares and comments
  • The influencer’s work ethics must align with yours for a smooth collaboration

Using influencer marketing to expand business reach and gain new audiences

Head to Google and search for top influencers in your niche. Once you have found the right match for your business brand, start by setting up a low-budget test campaign. When trying out a new marketing channel, the testing phase is crucial in ironing out any kinks that may occur.

Video Marketing

Video marketing is no longer limited to just YouTube. With the arrival of Instagram stories, IGTV and Tik-Tok, businesses now have many different options to choose from. These platforms have different audience types and businesses can choose the one that best matches their brand persona and message.

Videos are an excellent digital content choice to tell your brand story in a way that is relatable to your target audience. Rather than creating a sales pitch, successful video marketing strategies focus on storytelling and building a connection with the viewers.

Video marketing is also a very effective tool when it comes to building a personal brand. Read more on why videos are the best digital content for personal branding.

Here are 4 video content ideas for your business that are simple to execute:

  • A product demonstration
  • A useful tip in ‘How To’ format
  • An interview your audience will enjoy
  • A ‘Thank you’ video after a sign up or purchase

If your business in the Caribbean needs professional assistance building and managing its brand image, get in touch with the experts at WebFX, one of the top digital marketing companies in the Caribbean. The marketing team at WebFX understands how important it is for a business to create a unique identity for its brand through online activities that does not compromise its core message and values.

Brand building takes place through a series of mindfully performed marketing actions over a period of time and spread on a wide range of digital platforms. It’s an ongoing process that requires consistency and creative ideas to fuel branding strategies. Overtime these efforts will bring valuable results.

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24 Feb 2021

Top 4 reasons to choose social media for online advertising

Social media has become a digital marketing staple. Whether its organic or paid marketing promotions, digital marketers depend on various social media platforms to design and execute campaigns online.

Businesses that are getting started with paid digital marketing will have a lot of options to choose from. Increasing digitization and internet penetration has led to the rise of many types of online adverting platforms. Apart from familiar social media sites, other forms of paid online advertising include:

  • Google Ads
  • LinkedIn ads
  • YouTube ads
  • Content distribution networks
  • Dedicated email drops

Why choose social media for online advertising?

Social media has emerged as one of the most preferred online advertising options for businesses across multiple industries. It offers potential for unprecedented expansion and growth. It’s always a good idea to explore different online channels to generate business, however, social media serves as the perfect starting point due to its many clear advantages.

Social media has become the most preferred online advertising choice

If you are starting from scratch, here are four simple steps to begin Social Media for your Business.

Let’s find out what makes advertising on social media so attractive to marketers.

1. Low budget campaigns

Social media platforms allow businesses to launch campaigns even with a limited budget.  This reduces the risk businesses have to take when testing a campaign’s probability of success. Low budget ads allow businesses to freely conduct test campaigns and use data to identify the strategies that will become the backbone of future campaigns.

Additionally, low budget campaigns enable small and medium businesses to place their products and services in front of their online consumers and compete with larger organizations. Therefore, despite budget constraints businesses are able to strategically expand their marketing efforts and generate revenue via social media advertising.

2. Specificity in targeting

Perhaps one of the greatest advantages of advertising on social media platforms like Facebook is how specific and laser focused targeting can get. Digital marketers have a myriad of targeting options to work with. A combination of basic parameters like age and gender, geographic parameters like city, state and country, and highly specific parameters like interest, behaviour and education allow marketers to create a potent target set designed for high performance.

It is recommended to set up multiple low budget test campaigns to try out different targeting combinations and to add maximum specificity into your targeting. Such a practice helps create efficient campaigns by connecting a specific product/service with its best target match.

3. Metrics for performance & analysis

Performance and analysis metrics eliminate the need to guess whether an ad is performing. Performance data provides a clear indication of whether or not an ad campaign is worth investing in. Social media ad platforms like Facebook and Twitter come with extremely insightful analytics data, detailing the performance of every ad campaign.

Using social media ad performance data to improve future paid campaign results

By carefully studying the performance of each ad, a digital marketing strategist can make informed decisions on which campaigns need to stop and which ones can scale. An in-depth understanding of every campaign allows businesses to structure their online marketing efforts in a manner that results in minimal misapplication of available resources.

4. Goal oriented approach

When you are setting up a Facebook ad, the first thing you will be asked to do is to choose a ‘Campaign Objective’. Such a goal-oriented approach right from the get-go allows the campaign to stay focused on its main objective. A goal-focused approach guides an advertiser to correctly shape the tone and message in the ad creative and ad copy as well as the choice of ad format.

An objective can be anything from a website visit to a product purchase. In digital marketing, the event in which an ad meets its objective is termed as a ‘conversion’. A Goal oriented approach compels an advertiser to have a clear idea of what he/she wants to accomplish with a particular ad. Aligning the ad’s objective with all essential ad elements is crucial to achieve a high conversion rate. Paid marketing campaigns on social media allow you to achieve a wide range of objectives which overtime build a business’s overall online performance. These objectives can be:

  • Brand identity creation & awareness
  • Social media engagement
  • Increase website traffic
  • Increase video views
  • Promote products and services
  • Launch new products and services
  • Sell products on ecommerce store
  • Local business promotion
  • Collect high quality leads
  • Generate low-dollar purchases

Speak to the experts at WebFX, a digital marketing company in Trinidad to plan and manage your business’s social media marketing. The creative team of social media managers and digital content producers at WebFX have worked with many businesses in the Caribbean and are constantly advancing their skills to ensure maximum reach and engagement for their clients.

The increasing popularity of social media platforms in the digital marketing landscape has created exciting and new ways of promoting and marketing businesses online. The introduction of these new marketing channels not only increases the probability of a campaign’s success, but also provides marketers with data to refine and fine-tune marketing strategies with every

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12 Feb 2021

Five types of CTAs your business’s website must have for higher conversions

A CTA or ‘Call to Action’ is a website element that prompts visitors to take a certain action. The most common forms of CTAs are ‘Read More’, ‘Contact Us’ and ‘Buy Now’. Here are some more examples.

Popular CTAs on website

A CTA is an effective technique of ushering website visitors towards the next step you want them to take. Its literally ‘Calling’ website users to take an ‘Action’, that will bring them a step closer to becoming paying customers. An experienced website design company is skilled at strategically placing appropriate CTAs on a business’s website, in order to guide users toward a desired action necessary to meet a business’s online objectives. Let’s go through five CTA types a business website must include in its digital marketing plan.

5 business website CTAs for higher conversions

1. CTAs that encourage visitors to stay longer on the website:

The purpose of such a CTA is to effortlessly move visitors from one webpage of the website to another, so the average time spent by visitors is higher. Not only does this help reduce the website’s bounce rate, but it also indicates to search engines that users find it easy to access information on your website, and that your website is user-friendly.

Increasing the average time spent by users on your site helps them become more familiar with your brand and develop trust. This is necessary to support their buying decision. Such CTAs usually offer additional information related to their search queries and details they are likely to be interested in. Examples include ‘Read more’, ‘Learn more’, ‘Product details’ and ‘Related Blog Posts’.

2. CTAs for lead generation:

In online marketing, lead generation CTAs are a necessary part of a business’s sales funnel. They are designed to match the consumers’ buying journey and are strategically placed to positively impact their buying decision. Digital marketers heavily rely on CTAs to move a cold prospect into their sales funnel and slowly push them towards a profitable conversion. With the help of lead generation CTAs, a business can create many opportunities to continue communication with a prospect. This usually involves offering free consultations, webinars and eBooks. Some of the common CTAs for lead generation are ‘Schedule a call’, ‘Download eBook’, ‘Register for Webinar’ and ‘Book a free consultation’.

3. CTAs to encourage social sharing and engagement:

One of the simplest ways to improve social sharing, engagement and brand interaction is by introducing social sharing CTAs on your website. These can be added to the footer, and also with any piece of information which you think your target audience would be interested in. These CTAs generally encourage social sharing of blogposts, images, gifs, videos and infographics. Here is an example.

Website CTAs to encourage social sharing and engagement

4. CTAs that help build customer relationship:

This type of CTA is designed to prompt website visitors to interact with your business. It’s a technique used to initiate the process of building and nurturing customer relationships. This is done by asking website users to share their feedback and suggestions on how to improve the quality of services and products provided. The users are also encouraged to ask questions and submit their queries and concerns. A simple yet effective strategy, these CTAs create an opening for interaction, which businesses can take advantage of for effective customer relationship management. Website designers add CTAs such as ‘Share your feedback’ and ‘Submit your query’ at appropriate locations on the website to encourage customer interactions.

5. CTAs for low dollar purchase:

Conversions are easier to achieve if the risks are reduced for potential customers. The idea behind low-dollar purchase CTAs is to make website visitors feel comfortable making online transactions on your website by removing risks associated with them. For example, a potential customer will be way more comfortable buying a $5 product on your website rather than a product that costs $500. By reducing financial risks, you are encouraging website visitors to become paying customers.

Learn more about what other website design features help increase conversion rate

The objective here is to let them get used to making online purchases from your website by minimizing their initial hesitance and then building trust and credibility. These CTAs can come in the form of ‘Discount coupons’, ‘Special Offers’ and special discounts for 1st time buyers. A well-designed website that creates a sense of trust and follows strict safety protocols also plays a big part in the success of low-dollar purchase CTAs.

An experienced website design and development team along with a skilled digital marketing team will work together to identify the best CTA placements and types to generate optimum results for their clients.

If you are a business in the Caribbean in need of professional assistance to improve your website performance, contact the website design team at WebFX. With the experience of working with several clients in various Caribbean countries like Trinidad, Antigua, Barbados, St. Lucia and Grenada, WebFX website team is not only outstanding at what they do, but they also understand the specific needs of businesses in the Caribbean.

The best CTA strategy is to combine appropriate CTA placements with enticing offers which provide true value to your website visitors. It must meet its objective and aim at presenting a win-win situation for your business as well as the consumers.

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29 Jan 2021

How a ‘Google My Business’ listing equips your website for new search result trends?

Google’s search results have seen many changes and upgrades since its inception. Every update is focused on making it easier for users to find the most relevant information they are seeking as quickly as possible. This has led to new search result trends that local businesses can leverage through platforms like Google My Business listings.

Search result trends to take advantage of using Google My Business:

1. First-page clicks:

A good user experience on Google’s search engine means locating the right information on the first page without the need to browse through multiple pages of the search result. Google has undergone many algorithmic updates to ensure the most relevant results are shown on its first page. The goal is to encourage first-page click behaviour among its users.

Local businesses can rank faster on SERPs using Google my business listing

Some search queries are related to a specific location or they indicate that the user is looking for a business close to their current location. For example, queries like ‘restaurants near me’ or ‘book dentist appointment’ indicate that the user wants to find a service provider close by. Google has reserved a separate section to cater to such local searches. This section only includes local results and appears on the first page before both organic and paid lists, giving local search results a much higher visibility.

By creating a listing on Google My Business, your business can find a spot on this prime location on Google SERPs. A place in Google’s local result section assures:

  • Top spot on SERPs
  • Business info (such as contact details) displayed on SERPs
  • Physical location pinned on Google Maps

With the days of keyword stuffing to rank on the first page of SERPS long gone, and SEO techniques taking months of continuous effort before a website can claim top organic placements on Google’s first page, Google My Business listing acts as a potent digital marketing strategy to lock your spot on Google’s top results faster with better visibility and higher probability of relevant visits.

2. Visually distinct search results:

Have you noticed that Google’s search result page is no longer a simple list of 10 websites? To facilitate quick access to the right information, Google’s search results have gradually developed into a visually distinct display with local business maps, lists, videos, and answer box. Google My Business listing enables a local business to become a part of this visual display through Google Maps.

Additionally, the listing also allows local businesses to add business images, reviews and ratings, business hours and phone number. These trust elements aid local businesses prove their credibility to online users and help them with their decision to choose your business over your competition.

local search results in Google

Optimizing Google My Business Listing

An optimized business listing helps foster trust for an organization among users and can help the business get higher local rankings than its competitors. Optimizing your business listing on Google My Business will help you gain authority and stay ahead of the competition in your location.  Follow the checklist below to optimize your business profile on Google for best results-

  1. Claim your listing
  2. Complete you profile by adding all the requested details for all the sections
  3. Be very thorough when adding contact details
  4. Add business products and services
  5. Regularly add business images
  6. Collect business reviews and ratings from existing customers
  7. Respond to queries/feedback
  8. Add correct primary and secondary categories
  9. Add text messaging

A combination of Google My Business optimization and local SEO can help businesses achieve sustainable rankings for multiple keywords. Learn more about the Benefits of implementing Local SEO to leverage Digital Marketing

Local businesses in the Caribbean nations of Trinidad, Antigua, Barbados, St. Lucia, Grenada, and St. Vincent and the Grenadines can easily get assistance in implementing local business methodologies by contacting the experts at WebFX. With years of experience working with clients in the Caribbean and in-depth industry insights, WebFX is equipped with the right skillset to help Caribbean businesses successfully create local authority online.

Google’s ultimate goal is to enhance users’ experience by helping them find the best information from their search results that serves their needs and requirements. Through Google My Business, businesses find a means to provide trusted information and details that will ultimately connect them with thousands of consumers online who are actively searching for their products and services on Google’s search engine.

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