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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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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08 Dec 2020

Is your website ready for Google’s Page Experience update?

Google periodically launches updates to its search algorithms. Every update aims at improving the quality of search results so users can find the most relevant and useful information on Google’s search platform. What does their latest update mean for your business’s website? Any changes to the algorithm will affect how well your website will rank on Google’s search results as compared to the thousands of other competing websites.

Whether your website rankings will climb or crash will depend on how well its design and content align with Google’s new updates and search result goals.

What is Google’s Page Experience Update?

Google has announced that starting May 2021, it will include page experience signals when generating search results. In other words, if your website pages do not meet the expected user experience standards, your rankings could suffer major damage.

Signals that will indicate a site’s user experience will include some of the parameters that are already in use as search ranking factors; such as:

  • Website page load speed
  • Website’s responsiveness to mobile devices
  • Website security protocols like HTTPS/SSL
  • Safe browsing factors
  • Intrusive interstitial factors

As per the update, these performance metrics will be further fine-tuned with focus on speed, usefulness, and operability, and will fall under what Google is referring to as Core Web Vitals.

Preparing your website for Google's Page Experience Update

How can your business website prepare for the update?

Step 1 – Evaluation

When preparing your website for Google’s Page Experience update, the first order of business is to evaluate its current state. Google recently added the ‘Core Web Vitals report’ feature in Google Search Console for this purpose.

While there are many elements that will decide the state of your website’s Core Web Vitals, the new Search Console feature will evaluate website’s health under the following main UX categories:

1. Loading speed – How quickly a website loads the entire requested page including its largest image and text? Core Web Vitals report will grade website speed health using the ‘Largest Contentful Paint’ metric.

2. Interactivity – How quickly a website responds to user interactions like page clicks and scrolls? This is measured using the ‘First Input Delay’ metric.

3. Visual stability – Does the web page display content jumps and layout shifts? The ‘Cumulative Layout Shift’ metric will quantify this data.

Step 2 – Analysis & Updates

The Core Web Vitals report will grade your website under each vital section as ‘Good’, ‘Needs Improvement’ or ‘Fail’, indicating areas of website design and development that need technical assistance to match Google’s page experience standards.

Google's Core Web Vitals report will grade your website as Good, Needs Improvement or Fail

To be completely ready for the upcoming updates, and to safeguard your existing rankings and possibly improve them, your business’s website will need the skill set and technical knowledge of a website design and development company. The website design team will analyse the evaluation report and create a list of technical changes that must be incorporated to improve your website’s Core Web Vital score.

For example – Making necessary changes on the website to protect it from intrusive interstitials penalty. This means changing anything on the website that is not allowing for easy access of the website content; such as a pop-up on a landing page that conceals the main content.

Even if your business website was recently developed, with the forthcoming updates it is quite likely that your website may still need improvements so it can not only avoid Google penalties, but also benefit from these updates.

Contact WebFX website design and development company in the Caribbean for professional assistance and technical web expertise, to help your business website get ready for the upcoming changes.

WebFX offers website solutions to businesses in various Caribbean countries including Trinidad and Tobago, Antigua, Barbados, St. Lucia, Grenada, and St. Vincent and the Grenadines.

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26 Nov 2020

3 Crucial ways your website design company supports your business

A mammoth leap in digital marketing adoption and changes in online user behaviour have led to a business’s website becoming more than just an elaborate business card; it’s an online property which represents your business in the digital landscape. Seeing that a website is a business’s first branding and marketing tool online, the role of a website design and development company becomes crucial, particularly when it comes to development and support. In this article, we provide more information on exactly what this role entails and why it matters for your business.

The primary responsibility of a website design company is to create a professional website for your business which is not only aesthetically pleasing, but also has features to improve its effectiveness, giving your business a competitive advantage. Learn more about the five characteristics of an effective website design.

The secondary responsibility of a website design company is to provide your business with ongoing support. As experts in the field, website design and development companies are familiar with current trends and technological updates in web development. Knowledge of fresh development techniques allows to recommend technical changes that can boost your site’s online performance, while keeping it functionally robust.

website design company provides businesses with ongoing support

By suggesting and implementing the latest updates, a website design company:

– Enhances website performance

– Gives your business’s website a competitive advantage

– Creates opportunities for implementing new digital marketing strategies

The three main aspects of a business’s website where it requires continuous support from its web development team include:

1. User experience – UX design or User Experience design delves deep into understanding human behaviour when interacting with a website. Keeping the focus human-centric, a website design company makes periodic improvements that amplify user experience. User experience design involves making changes to the website that are based on an understanding of user motivations, emotions, and habits, allowing the website to effectively communicate with its visitors.

2. Digital marketing compatibility – Digital marketing uses different strategies to find and attract potential customers and add them to a sales funnel. In order to use and benefit from these strategies, a business’s website must have the correct components required for their implementation.

Example 1 – A business cannot design an email marketing campaign without an email opt-in pop up on the website.

Example 2 – A business won’t be able to include tripwire technique in its marketing strategy without a landing page dedicated to tripwire marketing implementation.

A website design company supports digital marketing campaigns for businesses by adding components needed for digital marketing compatibility.

Website design company supports Digital marketing compatibility

3. Website maintenance – The goal of every business is to evolve, scale, and expand. Whether it’s introducing new products or services, launching new operation sites, sharing company events and updates, or enhancing brand message and identity.  As a business grows, these changes must reflect on its website. A website design company takes care of any periodic changes and content updates a business website needs to align itself with business expansion.

A website design company’s contribution to a business’s online performance is significant. It does not end with website creation but is a continuous partnership that consists of a series of thoughtful changes and enhancements aimed for achieving better results.

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