Tag: Website - Page 7

It's that time of year again where marketing managers are frantically working out how to best spend their marketing budget for 2015/16. There is a lot of fine tuning to be done given the changes in marketing technologies, applications and an ever changing consumer behavioural pattern.

Just 2 years ago, who would have thought Instagram would take over the world of social media? That LinkedIn would become the most power recruitment platform taking significant marketshare from Seek, Monster and Indeed? 

Website design requires certain considerations. These include aesthetic, functionality, audience engagement, content interactivity and responsiveness. Then of course there must be a clear call to action.

With these factors in mind, Marketing Eye undertook the challenge to create three very unique website rebuilds.

When Michael Reed first came to me with his idea, it was before its time. He enthusiastically shared his desire to build an online platform where consumers and businesses can get all of their logistics needs at a click of the button, and for the most competitive price.

Not too indifferent to when Expedia launched onto the marketplace, Michael wanted a transparent platform - where people could move everything from their dog, through to their house, a container of furniture, through to bulk handling products. A place where it all can be done, with full visibility of the competitive landscape.

When a business starts a new calendar year with have a business strategy in place, supported by a sales and marketing plan - CEO's expect results.

But what if the results are not forthcoming? What if key people have read the strategy yet are not "making it happen"? As we near the end of January, many companies are realizing that targets are not being met, and while some may scratch their heads, the real leaders are taking action.

It's Christmas time and without realising it, I have almost run out of time to buy gifts for my loved ones. 

One of my team members in Sydney said that they had bought some things from Little Sale Birdy, a website designed to find all the sales for brand items online and provide one single marketplace where you get the best deal possible.  After visiting the site, I was mesmerized by the quality options that the website has and quickly purchased a pair of shoes. 

I then went off and started searching for different brand items for my nieces and nephews and was surprised that other sites had the same items at a much higher price. I like Little Sale Birdy because it stops me from wasting time looking up different websites to find the same thing, just at different prices. Instead, they give me access to all the sales online at once - saving time and money.

The name Little Sale Birdy is kind of cute. It's less corporate and feels a bit cheeky and more personal than the other brands online. 

With many shoppers experiencing "checkout anxiety" with more than $1.79 trillion dollars worth of goods abandoned by shoppers online this year, its reassuring to know that if you go to Little Sale Birdy you will always get the best price because they actually bring together all the sale sites, providing the customer with full access to all sales in one market place without the worry that you may be ripped off or you have to fill in your details more than once.

Your bounce rate may come second in your book to other metrics such as number of visits or page views on your website, but it is something that many small businesses can leverage if they put it to the forefront.

After checking the Marketing Eye google analytics account yesterday, as I do every day, I paid special attention to how the website bounce rate was going. I had just been to a number of my client's google analytics accounts and noticed that theirs ranged from 35 percent to 80 percent - depending on whether they allow Marketing Eye to do their SEO and invest in creating content to drive connections.

For those who are uncertain what a bounce rate is, it simply is a record of the "bounce" that occurs when a visitor goes to your website, reads a page or looks at a page, then leaves your website. A "bounce rate" is the percentage of total visitors that come to your website that then bounce off of it.

Theoretically, the lower your website's bounce rate, the better your conversion rate, or at least the higher the potential conversions, because more of the people who visit your website like what they see, and click around on your content. 

According to Weidert Group, 'a good bounce rate would be anything under 50-60 percent. A large factor influencing bounce rate is what kind of page you're looking at and what the content is on that page. If a page links to other pages, say, products you make or services , then a bounce rate of above 60 percent wouldn't be out of the norm.'

I met a guy at the bar at Treetops Restaurant on Peachtree Road in Atlanta a few months ago. He had a hint of an Australian accent and in no time at all was talking to me about how we both derived from Australia and were embarking on business expansion.

Quite a smart man, he was fascinating in so many ways; his knowledge of the world, people, psychology, business and his story on how he had grown up and started doing what he does today. I would imagine him to be a highly successful businessman who commands the attention of everyone in the room.

Pinterest is going ahead leaps and bounds in the business space. Not only has it achieved to provide one of the easiest platforms to understand and their instructions for setting up a business on Pinterest are so easy - even I can do it - but they also have cleverly launched a free analytics tool that will allow you to track engagement. 

We all know that your brand in short is what people think of your company. These days, it's becoming increasingly what they think of your website, because most people will get to know you online before they meet you offline.

Traditional marketing still rocks - but we all know that online marketing and social networks now have more power to engage customers and prospects than any other marketing medium in history. Something no-one can ignore.

If you are still getting over your new year hangover and your head is a little muffled with too much going on and a new desire to lose weight, give up smoking, improve your health and spend more time with your family - there might be a competitor or two out there that has already started their BIG 2013 MARKETING CAMPAIGN and they are already punching above their weight online and offline. So, here's what you need to start thinking about:

1. Take a good long hard look at your website. Is it really a great representation of your brand? Does it tell your story? Does it give people reason to not only spend time on your site but to also come back time and time again?

2. Is your website looking good? Do people compliment you on how easy your website is to navigate around and find information pertinent to their needs? Is your website professional?

3. Do you update your website regularly? 

4. Have you set up google analytics and are you using this information to improve content and site navigation?

5. Have you checked out your competitors and what keywords they are using online? Are you up-to-date with "most searched keywords" - easily attainable through adwords?

6. Is your website designed and created for tablets and mobile use? 

7. At a glance, is it apparent that you have engaged in using the KISS principal when designing your website? Take a look at www.apple.com and see how easy it is to identify exactly what they sell and how you can buy their products or use their services.

8.  Have you focused on content? Is your content easy to read? Is your content relevant to your target audience? Have you utilized keywords in your content repetitive?

9.  Have you made your website personal? Every day, I receive emails from people saying how much they appreciate the fact that while my blogs talk about business, they also share my personal experiences and give them an insight into the business and culture they will be dealing with.

10. Is your company really on social media or do you just have an account set up that is not active and regularly updated? Are social media platforms linking back potential customers to your website?

What is your website really saying about your brand? Are you proud of your website? Do you regularly receive and seek feedback on your website? How are you capturing prospect data?


There are alot of questions that you need to ask yourself and now is the time - not tomorrow. Good luck!

Successfully revitalising a brand is every marketer’s dream but is no easy task, requiring persistence and hard work. Changing customer perceptions and providing clarity of the brand’s values is difficult, especially when it comes to transforming the target public’s entrenched mindset.

Marketing Eye wanted to change the way consumers perceived American Property Partners (APP). Was the APP brand clearly projecting the message it wanted to put forward to the general public? It is essential for portfolio managers to present themselves as reliable. After all, customers must trust them with their investments.