A recent McKinsey & Company study found that B2B digital leaders drive five times more revenue than their peers. And although companies have implemented digital workflows to improve efficiencies and reduce costs, they haven’t innovated around sales and the customer experience—and that’s where the real growth is. And, for many organizations, including Great Lakes Graphic Association members, that experience starts with their website.

We decided to find out by analyzing each member website using a seven step process which you can review in depth below.

In the most basic terms, your website is like the sign in front of your building. It directs customers to the entrance and welcomes them to learn more about you. And, just like a deteriorating sidewalk that connects to a dilapidated building with broken down equipment would give pause to any prospect, so does a poorly designed out of date website.

Website Assessment Analysis

But, just like a company is more than a beautifully landscaped building, an effective online presence is more than an effective web design. Consequently, we evaluated each website using a number of factors including:

Therefore, here’s the key takeaway from this analysis. You should honestly assess how your website fits with your business goals. Then, based on those goals, recognize your need areas and develop an improvement plan that elevates your position and revenue opportunities online.

So, let’s get started!

How Does Your Website Design Rate?

An updated website design increases the possibility that a prospect will explore your capabilities. And nearly 50% of Great Lakes Graphic Association members have recently updated their site providing a compelling first impression. 30% employ an older design but incorporate effective navigation making it easy for their audience to explore their site. Unfortunately, 20% still use an old outdated design, one that creates an unnecessary and potentially inaccurate impression.

If you’re not investing in an updated design, allocate the budget dollars to start that conversion.

Unique Selling Proposition (USP)

For prospects that don’t know your business, a USP quickly tells them what you do, how you are different and why it matters. In a world with hundreds of different printing and marketing options, a USP is especially important. Yet, only 15% of Great Lakes Graphic Association members have one.

Fortunately, this is an easy fix. Take the time to develop a USP that effectively represents your company and services. Then, add it to your website.

Site Optimization

Some organizations spend thousands of dollars optimizing their website to elevate their page rank. And, it can be well worth the investment. However, hefty investments aren’t necessary to execute basic optimization correctly. Yet, only 19% optimize their sites effectively and 44% are below average.

Basic site optimization means that a search for your company name results in multiple search listings for your company. If that search query doesn’t return obvious listings, it’s a virtual guarantee that a prospect will stop looking.

But implementing basic site optimization delivers significant value. Want proof? Here are the before and after results for one company.

Before Site Optimization

Before site optimization the company had no first page search results listings. And, their average search position was 21. This equates to the bottom of page three, a page only 1.1% of users even visit.

After Site Optimization

Six months later, improvements were significant.

Get A Free Website Assessment To Determine How Your Site Rates

User Experience

There are dozens of user experience definitions. But essentially, a good user experience is one that simply meets your user’s needs. And when your audience visits your website, two common needs are:

Samples Sell

Nearly 100% of Great Lakes Graphic Association members provide paper or printed samples upon request. And although 100% of the web sites have a contact us form, why not integrate a simple, highly visible sample ordering process on your website that attracts prospects and generate additional business opportunities?

Sample requests indicate interest. A prospect that requests samples is a qualified lead. And like any qualified lead, they often translate into sales. In fact, one company tracked prospect sample requests and found that 18% actually turned into a sale.

But don’t stop with samples. A gallery or portfolio page show prospects successful projects that can spur interest. And, testimonials are another valuable information source that enhance the user experience.

Testimonials

Plus, these resources, and testimonials in particular, influence the purchasing decision making process. Nearly 75% of prospects correlate testimonials with greater business trust. And when in the purchase consideration phase, higher trust often tips the scale on a sale.

Content

Studies suggest that a purchase decision is more than two thirds complete before a customer even calls a supplier. It’s one reason why website content is so essential. Today, prospects look online to self educate, build understanding and determine if you are a company they should work with. But, it’s not just your audience. Search engines value content as well. In fact, fresh content, such as new web pages, regular blog posts and resources like white papers and case studies can elevate your search ranking.

But when it comes to content, only 8% of Great Lakes Graphic Association members appear to update their site content regularly. And 12% have clearly outdated content.

Why not do this instead?

Blog Posts

A company started regular weekly blog posts. Each one covered information targeting the key industries they served. The posts were optimized with keywords that related to their brand and key service areas.

Search engines indexed this content and served it to prospects and customers as they queried similar information. In six months, impressions (the amount of times their listing was viewed on a search page) increased by five times and click throughs to their website grew by 350%. Lead contact form submissions increased by a factor of seven - often turning into qualified leads.

Today, only 12% of Great Lakes Graphic Association members publish a blog. A number of those don’t contain current information. Although it’s difficult to maintain a consistent content schedule, as you can see, it’s well worth the effort.

Newsletters

With over 2,000 subscribers, a label printer distributes a monthly newsletter highlighting common customer pain points and the solutions the company provides. Email open rates average 30% with approximately 50 contacts clicking through to their website each time. And typically, around 10 of those contacts request more information often turning into a qualified lead.

The fact is, newsletters are a great way to showcase new products, successes and remind customers of your broad product offering. However, only 18% of members promote a newsletter on their website. This is another effective communications vehicle you should implement.

White Papers

According to HubSpot, a white paper is a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution.

A company with digital printing assets developed an extensive white paper that detailed the technology, design implications, material considerations, best fit jobs and more. They promoted the white paper on their website and in their newsletter. In addition, they required an email address in exchange for downloading the document which gave them the ability to stay in touch.

In three months, 60 people downloaded the white paper and 22 of those became qualified leads.

White papers are ideal for prospects as they look to self educate and narrow down purchasing options. 16% of members provide white papers on their website.

Lastly, case studies, with brief narratives and/or data showing specifically how you helped customers increase response rates, impact revenue or save money makes your products and services more valuable. Plus, like testimonials, they help increase trust and can tip the scale on purchasing decisions. 12% of member websites contain case studies.

Lead Generation

As detailed above, website content serves prospects through their spectrum of needs. It connects as they learn about the industry, your capabilities and as they narrow down their list of potential suppliers, when nearing a purchasing decision. And in addition to serving your target audience, effective content generates viable leads for your sales force.

But, viable leads are nothing without a defined follow up program. Equally important, there are a few common elements that increase the probability that a lead will turn into a sale.

1 - Collaborate with your sales force to define a Marketing Qualified Lead (MQL)

What’s the quickest way to discourage your sales force to follow up on leads? Provide them with poor quality opportunities. Although an MQL is not a guaranteed sale, defining leads based on an agreed upon criteria will ensure that your team follows up on viable opportunities.

Common MQL attributes include:

2 - Define MQL follow up KPIs

Even in a B2B setting, studies show that fast follow up generates more discussions and sales. If your sales team doesn’t engage a prospect quickly, the opportunity for further conversations, let alone sales, drop significantly. So, set the follow up time expectations and hold the sales team accountable.

3 - Collaborate with your sales force to define a Sales Qualified Lead (SQL)

Common SQL attributes include:

Although it seems intuitive that viable leads would get regular follow up, they often don’t get the attention they deserve. In fact, a HubSpot study found 44% of salespeople gave up after one try. Conversely, 80% of sales require five or more follow-ups. In addition, 63% of people requesting information on your company today will not purchase for at least three months – and 20% will take more than 12 months to buy.

Unfortunately, we don’t have data on the amount of manual lead generation processes employed today. However, less than 1% of Great Lakes Graphic Association members use automated lead generation programs, such as marketing automation.

Do you have a detailed process for following up on leads generated from your website?

In The Final Analysis

Great Lakes Graphic Association members website ratings are similar to other manufacturing sectors but rank below segments like technology, retail, financial services and healthcare.

As cited above, there are dozens of attributes that contribute to an effective digital strategy. If your website needs improvement, chart the course and start making those enhancements. Websites aren’t a new phenomena. In fact, they are about to turn age 30. So recognize the impact they can have on your business and take the necessary steps to generate the leads and capture the revenue you deserve.

Whether it's recommending digital strategy improvements or executing the right tactics for Great Lakes Graphic Association members or any printing company, InterEdge Marketing provides numerous services that elevate your position online including  website marketing strategies, content marketing and lead generation programs that help organizations drive revenue.

Subscribe to our newsletter to get bi-monthly tips on how to elevate your marketing programs.

The post Effective Customer Facing Digital Strategies  appeared first on InterEdge Marketing.

Does yours?

An easy to find, well designed, simple to use and optimized website is a great start. But if you are investing in your website, why not use it to its fullest potential?

Maximize your return on investment. Here’s how.

Prospects Start Business Relationships Online

Today, the majority of buyers prefer to start a business relationship online. Although direct sales remains an essential part of the selling process, an effective website can assist with relationship development.

Review Your Website

Does your website contain useful information that educates and allows a prospect to learn more about the value your capabilities deliver? Every website should contain at least three pieces of helpful content. Topics such as:

Attract your target audience, allow a prospect to learn more about you and develop and enhance relationships.

Prospects Opt-In To Valuable Content

When you deliver valuable content, your audience will come back to learn more. Plus, they will opt in to certain pieces of information if there is a compelling reason to do so.

We’ve all exchanged our email address for documents that include facts, trends, figures, or industry insights. So, for a few of your high quality content pieces, ask for an email address in exchange for downloading the information.

Although interest in your content does not always translate into a need to buy, it is an indication of interest and a viable lead for your sales team.

Review Your Website

High quality content is educational, informative, entertaining and based on customer wants and needs. Does your site contain this material today? And, do you offer a few of these documents in exchange for an email address?

If not, develop the information internally or commission an outside source. Valuable content connects with your target audience and serves as an excellent lead generation tool. Much like a referral, speaking with a prospect that downloads content is significantly more likely than typical prospecting calls.

To Learn More:
Download the Lead Nurturing Whitepaper

Effective Websites Enhance Current Customer Relationships

Effective websites enhance relationships with current customers. Although they are more likely than prospects to connect with a sales rep, a significant percentage of customers self serve. They look first online. Plus, when it’s after hours or a sales rep is unavailable, a website serves as an effective customer service source.

Review Your Website

Does your website contain easily accessible answers to contact information and common customer questions? Ask your sales and customer service teams to provide a list of topics that customers typically ask about. Compile those questions and answers on a webpage or FAQ document.

In addition, assist customers through infrequently asked questions. These are important questions but are outside the common inquiry categories. They address the needs of some customers and also speak to your expert knowledge. You can link to the page from your main FAQ page. Plus, visitors who want to know more about your product, service, company or industry will appreciate the additional information.

Use Valuable Content In Other Channels

As your sales team goes through their prospecting process, they can use the valuable content you’ve developed for your website directly with their customers and prospects.

Review Your Website

Identify multipurpose content. For example, a white paper that details the value of a key capability attracts prospects to your website. But, it also works effectively for current customers that don’t purchase that service today. And, answers to the infrequently asked questions may provide the detail and peace of mind a prospect may need before initiating a purchase.

A robust website elevates the value of your company, impacting revenue and increasing the productivity of your sales team.

The post How Effective Websites Impact Sales Productivity appeared first on InterEdge Marketing.

Every day we make purchases. And for businesses, price is an important consideration. But, it’s not just price that influence our selections. Impressions and experiences play a big role, especially when narrowing the field of potential suppliers. But these days, with phone discussions and meetings the exception, until purchase decisions are closer to conclusion, do online channels really help you stand out? Will an effective website add value to your business?

In a world of tight budgets and scarce resources, will investing in your website pay dividends?

Does An Effective Website Add Value To Your Business?

Our last post detailed how website first impressions dictate the next step for users. In fact, your design and navigation have only a few seconds to convince your audience to dig further. Unclear or hard to find information turns a new opportunity into a lost lead.

But, does a well designed and optimized website that provides an effective user experience really impact your business? If you aren’t in the e-commerce business or sell products or services online does it really matter? And, with tight budgets and scarce resources, will investing in an effective website add value and provide a return on investment?

When developed properly, your website can generate a tangible return. Here’s what you can expect.

No Website Means Losing Business

Clutch & Company reports that nearly 30% of small- and medium-sized businesses don’t have a website. By now it's clear that if you don't have a website, you're missing out on opportunities. When a good customer refers you to an associate, they are likely to check you out online. And, one of the first steps a prospective buyer takes when considering your company is to review your website.

In addition, a website improves the experience for current customers. From finding basic information such as your phone number, address and location to discovering other services you offer, a website makes it easier for customers to conduct current business. Plus, it may very well help you expand your relationship.

Meanwhile, ranking a close second to no website is a bad website. While no website equals missed opportunities, a bad website can make your business look bad. And, they are both bad for business.

The Revenue Impact Of No Website Or A Bad Website

What is a new customer worth?

It’s impossible to quantify the exact dollars a website will generate for a company that doesn’t have one today. In reality, the value of a new customer varies. And, your product offering, target audience and geographic reach all factor into the amount of new customers that need what you sell.

However, if you don’t have a website, it severely inhibits a referral or any other prospect from learning more about you. And for some, that ends their inquiry and your chance of gaining a new customer.

As for a bad website, it creates unnecessary concerns. Some referrals will correlate a bad website with poor company quality and decide to take a pass on you. And, even when contact with a prospect is made through direct selling efforts, a bad website will cause some prospective clients, who are otherwise interested in you and your business, to drop you from their consideration list.

So what is one, five, ten or dozens of new customers worth to your business this year and into the future?

The Revenue Impact Of An Optimized Website

Ask Siri. Or type a search term into your browser. Today, when we have questions about services we need, it’s our de facto step.

And, it’s also how your end customer searches for you and the products you produce.

A well designed and optimized website will provide your information for the search queries that relate to your business. For example, the query or the question ‘does <your company name> produce <product name>’ should return your website 99% of the time.

Products and other non-branded terms are competitive and more difficult to achieve top rank search results. But, using smart optimization strategies and a consistent effort makes it realistic at a cost that doesn’t break the bank.

So, what’s the downside? What happens when your company isn’t there? The fact is, attention spans are short. Even people familiar with your company won’t spend much time seeking you out. And for those that don’t know you, they look elsewhere.

Before the internet, it took big budgets to promote your capabilities. In fact, small- and medium-sized companies typically used their direct sales team and perhaps trade shows, trade magazine ads and direct mail to boost their business.

But, the internet provides access to your own micro mass market. It allows you to target your marketing efforts for a fraction of the costs.

Optimizing Your Website

Despite these benefits, will making the additional investments in an effective website add value to your business and provide a return on investment?

The answer is yes. First-page search results are high impact. What do they mean to you? It means that over 70% of the time, people will look no further than the first page and click through to view your website.

Think about it. What other channel delivers a customer or prospect to your company 70% of the time with an interest in and potential need for what you produce? Obviously, it doesn’t guarantee a sale. But when you apply typical benchmarks, here’s the potential outcome.

100 leads will provide you with >
30 marketing qualified leads which means the prospect fits the profile of your typical customer which then results in >
15 sales qualified leads which means the prospect has the budget and decision making authority to make the purchase within a reasonable time frame which translates into >
5 sales

It Takes Ongoing Attention

Just like living a healthy life or making your goals reality, it all takes work. But, the answer to “does an effective website add value to your business” is an emphatic yes.

The post Does An Effective Website Add Value To Your Business? appeared first on InterEdge Marketing.

Information. It's the reason customers and prospects visit you online. From trivia to specific business details, we get answers to questions from our desktop and smartphone. But whether a user knows you well or just discovered you for the first time, website first impressions dictate their next step.

In fact, your design and navigation have only a few seconds to convince your audience to dig further. Unclear or hard to find information turns a new opportunity into a lost lead.

Numerous factors influence website first impressions. But, ultimately, user experience rules:

1. Design
2. Unique Value Proposition
3. Navigation Headings
4. Capabilities
5. Contact Us Information
6. Loading Speed
7. Links

Improving each component increases user engagement. And, as that connection increases, your audience learns more about your company and your services. Further, when users have a positive experience after visiting your site, they depart with a favorable opinion of your brand.

So, don't underestimate the impact of user experience. Instead, evaluate your site. How does your website first impressions rate? Click here for a detailed website evaluation to help you get started.

1Design

Online perceptions shape audience attitudes about your business. A well-designed site means that people stick around and explore further. Conversely, a poor website design and user experience stimulate rapid rejection. And, for the majority of your audience, it's the number one factor in deciding the credibility of your business.

Rate Yourself

Old outdated images, flash splash pages and comic sans type equate to a 70s leisure suit. Implement regular design updates to create positive website first impressions.

2Unique Value Proposition

What sets your company apart from competitors? Not all website visitors know. But, a unique value proposition provides that definition. Without it, your audience can only guess. And, this recent web usability report found that the majority of visitors don't bother. Instead, they move to other sites.

Rate Yourself

Do you include a statement that details how you solve customers' problems, improve their situation and define the specific benefits you deliver?

3Navigation Headings

Delivering positive website first impressions increases the time a prospect will spend learning about you. And, 47% of the time the navigation menu informs and guides their next step. Too many headings or confusing headings will terminate their stay.

Rate Yourself

Keep navigation headings at seven or fewer. Plus, descriptive names, such as Direct Mail Products, instead of just the generic "Products" term, help a user quickly understand what you do and where to click to learn more.

4Capabilities

As user engagement increases so do their interest in your capabilities. Your audience wants easily accessible and clear details on what you offer.

Rate Yourself

Is your current product and service information up to date and accurate? Does it truly represent your current product offering? Or, do you use industry or company acronyms? Moreover, does it describe your capabilities in a way the average user can understand?

Using detailed technical information peppered with industry acronyms will derail most users. Determine the type of information your audience values and include those details.

5Contact Us Information

After products and services, next on the user priority list is contact us information. Essential elements include phone number, location address and an email or form that makes obtaining additional information easy.

Rate Yourself

Is your contact information highly visible and placed in multiple spots allowing a user easy access? And, does it contain the key information your audience needs including the phone number, address, contact method, map and maybe even directions for out of town visitors? Add bonus points if you provide an FAQ document!

6Loading Speed

You'll lose 40% of your traffic if your website takes too long to load. What's too long? It depends on your audience and industry. However, strive for less than two seconds.

Rate Yourself

Test your site with Google Page Speed tools to determine your website loading speed and improvement opportunities.

7Links

Internal and external links provide driveways to other valuable information that can add clarity and understanding to your content. This improves engagement and builds the user's understanding of your capabilities.

However, websites with broken links change that helpful driveway into a highway to hell - for you. Broken links disrupt interactions.

Rate Yourself

Use the Google Webmaster Tools to identify any broken links and FIX them. A custom 404  page creates a boomerang affect taking users back to your site instead of bouncing off of it. Plus, you guide the user to another page that satisfies their need.

Perform A Self Audit

In reality, these findings aren't surprising. When searching for information we expect a friction-free intuitive user experience. But, we often don't apply this same lens to our own website. So, schedule a time to evaluate your site. Rate it in each of the above categories. Define and make changes that elevate your website first impressions.

If you lack the internal skill set to make the necessary changes, hire an outside company to perform an audit. InterEdge Marketing and other organizations provide this service.

When you take these steps it will improve the user experience and your audience understanding. And, when that happens, you generate additional leads and sales.

The post Website First Impressions Matter – 7 Steps To Better UX appeared first on InterEdge Marketing.

Your customers want more. Whether it's services that save them time and make their job easier or increase their efficiency, customer expectations keep increasing. And today, from finding useful information to ordering products, customers look online to make those tasks easier. It's no surprise that your website impacts those interactions. And, it's why website development is so important to your business.

Five years ago it was ok if your site was nothing more than an online calling card.

And no mobile optimization?

No problem.

Not today.

Whether you like it or not, as consumers use online tools to simplify their life, they expect that same ease of operation from all companies. And you can blame Amazon.

In fact, consumer's love affair with Amazon and the evolution of the "Everything Store" influences what your audience expects from you. Here's how.

Website Development - The Impact Of Amazon

We've all enjoyed the experience. Easily finding a product online - the one we need in a hurry - and then simply clicking on the one step order button. Magically, in a day or two, the item is on our doorstep. This process, AKA the Amazon effect, spoiled millions of consumers and continues to do so. Over 90 million Amazon Prime members and countless others access Amazon's online properties each year. In fact, 30 million Prime members order each week!

The frequent usage conditions Amazon customers to expect more on every site they use, including yours.

And although the expectations they have for your business aren't the same as Amazon, it influences their behavior.

Whether you like it or not, it's inevitable that your website gets compared to effective ecommerce sites. And that makes an under performing website detrimental to your business. It impacts it today and will become worse in the future.

Although your audience doesn't expect you to carry thousands of products or deliver hundreds of them on the same day, they do expect your website to deliver:

Although these qualities aren't surprising, many organizations still fail to execute them effectively. Your website design, content, capabilities and more don't get better with age. They become outdated, reflect poorly on your company and reduce the odds you'll generate a positive brand experience, let alone selling opportunities, online.

If you haven't performed a website audit recently, schedule the time today.

The End Of Traditional Brick & Mortar Stores?

Good brick and mortar stores will always have their place.

A least that was the common opinion among retail experts until recently. Unfortunately, without a complementary ecommerce offering providing an omni channel experience, strong brick and mortar stores turned into dinosaurs. Now they are nearing extinction.

But since you aren't a retailer, who cares about an omni channel experience? It's because similar to the ease of shopping experience Amazon created, the desire to order in the way that is most convenient to the consumer, including online when possible, manifests into all businesses.

Do you sell stock products? Or, custom products built from standard formats or templates? If so, provide an online ordering tool.

Your customers and prospects value the convenience. And with numerous plug-ins available, you can add an online ordering capability to your website cost effectively.

But it's not just the ordering process. Are their other common functions your audience values that you can offer online? According to a study by Forrester, 72% of customers prefer to use self-service support to find answers to their questions.

For example, tools such as a shipping cost or material comparison calculator help a prospect easily obtain helpful information. And if you use samples to promote your capabilities, consider an online tool that allows a prospect to see specific samples or unique paper grades and then order a kit. These capabilities increase your connection with both customers and prospects.

Omni channel isn't exclusive to retail. Regardless of the business, consumers want a seamless experience to execute their business the way they want to. It's another reason why your website development process should include providing valuable services online.

Make It Personal

In business, there's nothing more magical than seeing a significant account opportunity close. But, the opportunity didn't materialize because you got lucky on an RFP. It was the:

When you personalize the experience, you strengthen your connection and improve the outcome. Effective organizations provide this experience in person and online.

Amazon elevated the personalized online experience. A powerful product recommendation engine evaluates past interactions to provide highly useful information to consumers using their site. But you don't need to spend millions on algorithms to personalize your experience.

Instead, consider the user experience in your website development process. For example, you target different markets and users. Develop a navigation that makes it simple for your audience to self select the information that fits their needs. And then deliver content that's relevant to those segments.

Use case studies that target a similar audience.  Develop technical guides that address the varying needs of your unique end users. Provide web pages that speak to your prospects specific needs.

In addition, consider marketing automation. It allows you to collect data points and deliver communications that are personalized, relevant and timely.

Bottom line, when your customer experiences a solution that works for them on a different website, it won't be long before they expect that same solution from you.

The Next Step

So embrace the opportunity. Develop and execute a plan. Your website development should incorporate your business goals and elevate your customer experience. And when you execute it effectively, it will strengthen your relationship with customers and open doors to new prospects.

InterEdge Marketing provides web strategy, content marketing and lead generation services. Subscribe to the InterEdge Newsletter to get useful information to help you connect with your ideal customer and turn more prospects into buyers.

The post 3 Reasons Customers Want Your Website To Be Like Amazon’s appeared first on InterEdge Marketing.

How should you formulate a website development budget? Let's take a page from home improvement.

But, you also know that a significant portion of the costs hinge on numerous variables including:

In fact, some contractors may skimp on certain sensible construction practices to offer a lower project cost or even pad their profit. You might not notice these short cuts for a few years until various things don’t work right (usually after the warranty expires).

Formulating A Website Development Budget

Experiences like these help you prepare for website development budget conversations.

And, like well executed home improvement, a website that starts with a solid foundation and includes options that meet your business goals and budget guidelines, creates the best outcome. Plus, this approach assures that you can expand if needed, without starting over.

Create A Strong Foundation

A website foundation includes basic necessities such as web hosting, back up, security, content and images. They are the concrete, 2x4's, nails and dry wall of your website. Uninformed buyers might compare foundation costs and choose the cheapest option. Certain sellers may promote a weaker foundation to lower costs and make them look more competitive   But, just like construction, you need to choose your materials wisely. It will impact your website uptime, security and ultimately the customer experience. And, making the right choices will  save you money in the long run.

Website Hosting

Hosting your website in the right environment and on the right server is the difference between long term success and pending disaster. Choosing the right host can produce faster page load speeds, improved search engine performance, and even support in critical situations.

SSL Or Security Certificate

An SSL (secured socket layer) certificate ensures the sensitive data of your website's visitors will be transferred over a secure network. So, it encrypts the connection between you and your users, protecting email addresses, personal data, payment information and more. But, even if your data collection is minimal, an SSL Certificate increases your credibility and trust. Further, Google gives sites with SSL certificates a slight boost in search rankings.

Automated Backup And Security

Site hacks are indiscriminate. Although popular websites like Amazon are more common targets, yours is still at risk. That's why investing in automated backup and security is important. This typically includes:

Building The Website

From developing and programing the site from scratch to using a Content Management System (CMS), there are numerous options available to build your website.

CMS

A CMS enables you to publish and manage a website. Common CMS platforms include:

Core Programming

You can build complete websites using programming languages such as PHP or ASP.NET. Because you start from a blank canvas, a site is typically more expensive and time consuming to build. However, the flexibility is significant. You can add dynamic components, integrate databases of any size and incorporate great features that satisfy almost any website need.

Website Builder

A website builder allows you to create websites without the programming knowledge. These simplified applications provide a drag-and-drop editor allowing you to design the site. However, they are limiting, offering few customization options and little control over the way your site is set up.

Content

A well designed website that makes a positive first impression is essential. But, to get customers and prospects to learn more about you requires effective content. It's essential to convey your unique selling proposition and the value you provide.

Images

Images convey understanding in a way that written content can’t. Companies use visual images of their products, customers, staff, facilities, events and more to grab the consumer’s attention and increase their understanding of your capabilities. Plus, images enhance the user experience making your site more welcoming and easier to consume.

Optimization

A great design and user experience makes it more likely that website visitors will engage with you. But, they won't engage if they can't find you. Site optimization makes it more likely the people who look for your capabilities will find you online. And, it's a foundational piece of an effective website.

Website Development Budget Foundation Costs

Although the website development budget considerations for these foundational pieces don't vary like the options that follow below, there are differences to consider.

Add The Options That Fit Your Needs And Budget

If you are Bobby Flay or an aspiring iron chef, your home improvement project included a gourmet kitchen. And, as a result, a gas range, convection oven and practical and posh cabinetry were high on the list of options. Taking that same approach with your website will help you arrive at the options you need for the goals you want to accomplish. So, start by listing the functions you need your site to perform. For example,

Content Options

Attracting and building relationships with prospects requires a content investment. Both prospects and search engines value fresh content. A B2B organization should consider these options.

Blog

A content publication strategy starts with a company blog. It increases your search visibility, leads, and sales. It gives your business a way to touch on issues and concerns of interest to your prospects, while also sharing company insights. There are numerous other benefits that you can read in more detail here.

Educational Content

70 - 90% of the time, your prospects self educate and learn about your capabilities online before speaking with a company representative. Case studies, white papers, articles. E-books and more are types of educational content you can use to connect with your audience.

Videos

Videos can get information across to searchers with less effort and in a more engaging way. B2B organizations use company overviews, products or services overviews, how-to or explainer videos and testimonials to communicate useful information.

Infographics

The best types of content go beyond the written word. Information graphics, or infographics, are graphic visual representations of information, data or knowledge intended to present complex information quickly and clearly.

Lead Generation Options

Effective lead generation is more than a lonely form on a contact us page. So, if utilizing your website to connect with prospects and generate new revenue opportunities is attractive, there are steps you should take to enhance the process.

Landing Pages

Effective landing pages encourage prospects to exchange their information for the valuable data. They are topic specific and include an offer to download a white paper, ebook or other useful information. With buyers self educating and researching options in advance of conversations with sellers, landing pages allow you to develop qualified leads and relationships that are more likely to turn into sales.

Contact Forms

A landing page includes a contact form. And, a form designed to download a white paper is very basic. But, one that encourages an estimate request is more complex and costs more to develop.

Marketing Automation Or Email Service Provider

Although neither marketing automation nor an email service provider are not part of website development, both can elevate your ability to connect with new prospects. To supercharge the lead generation process, you should consider each application. You can learn more about each one here.

Ecommerce

Do you have products that you can sell online? If so, adding an ecommerce functionality may allow you to expand your reach and increase revenue. There are numerous applications available that allow you to execute sales online. A simple option with limited functionality, such as adding a Shopify button to your website, is inexpensive. In addition, you can utilize an ecommerce plug-in for the CMS system you select. Or, consider a CMS system built for robust ecommerce needs like Magento. Both are more complex and costly.

Costs For Options

The website development budget for the options above vary widely. And, they essentially fall into two categories, content and automation.

Content

There are numerous types of content but, here are a few of the most effective.

Maintenance And Updates

Similar to your home improvement project, the finished product looks great upon completion. But, in a few years a fresh coat of paint, refinished floors and other design upgrades keep it looking fresh and new.

A website requires similar but more immediate attention. Whether it's updating and adding content, changing out images or upgrading website and plugin software, maintenance is essential to getting the most out of your investment.

A website isn't a set it and forget it proposition. Instead it's an ongoing work in process.

Costs For Maintenance And Updates

Maintenance And Updates - For a small to medium size B2B website, maintenance costs run from $100 - $250 a month.

Take The Next Step

In fact, the most important first step for a website development budget is to define your business goals. From there, you can add the options that will help you achieve them. When you start with a strong foundation and then add options that increase it's functionality you will maximize your return on investment.

InterEdge Marketing provides website marketing strategy, content marketing and lead generation programs that help organizations drive revenue. Subscribe to our newsletter to get bi-monthly tips on how to elevate your marketing programs.

The post B2B Website Development Budget appeared first on InterEdge Marketing.

Arguably, in the last 10 years there's been no better growth driver than leveraging internet trend opportunities. And over the last 20 years, there's no better person to analyze those trends than Mary Meeker. As Wired Magazine points out, "she has nailed the most important dynamics of the tech and investment climate, from the spread of mobile computing to the rise of China."

Her annual internet trends report is eye opening. You can view the entire 355 page slide deck here or explore the internet trend opportunities summary in the post that follows.

The second of three installments, this summary highlights her presentation covering topics including internet advertising, internet search using images and voice and augmented reality. It details the key trends and outlines specific steps you can leverage to impact your business.

Read the Internet Trends installment one here. It analyzes how mobile device usage and digital media consumption impacts your business.

The Impact Of Online Advertising

Online Advertising will surpass TV advertising in late 2017. Furthermore, in 2016, mobile advertising exceeded desktop. However, there's a gap in the amount of mobile adds served on mobile devices which creates an opportunity. Here's why.

For baby boomers, generation X and even older millennial's, it's hard to fathom an advertising medium more powerful than TV. But it's time to pass the torch because later this year, Internet advertising will exceed TV. In reality, Internet advertising isn't just more powerful because it has a higher share of expenditures. It's more powerful because businesses small and large can economically leverage the medium to generate leads and revenue.

And the ecosystems keep growing. Facebook exceeded 2 billion users worldwide. Nearly 68% of all searches take place on Google. Therefore, it's not surprising that Facebook and Google represent 85% of the online advertising dollars spend. With Facebook's demographic information and Google's on-going geo targeting improvements, each network provides even more effective ways to target your end consumer.

But that's not all. With dollars from mobile advertising exceeded those from desktop to over $73 billion, businesses haven't adjusted their expenditures accordingly. And with the continuing growth in digital media consumption through mobile devices, advertising on those devices creates an opportunity. If you use Adwords, Facebook Ads or other online advertising tools today, or benefit from lead generation, online ads represent untapped potential you can leverage.

Ads are becoming storefronts. With the precise targeting capabilities exhibited by Google, Facebook, Instagram and more, delivering ads is like delivering a personalized storefront to prospects. And even with a small budget, targeted ads are worth exploring.

The Future Of Search

Search is evolving. As a matter of fact, 20% of mobile internet queries use voice search. And, future search will be about pictures.

How will prospects find you in the future? With mobile devices and virtual assistants like Siri, Cortana, Alexa and Google Assistant, consumers will use voice search to find your products and services, requiring an adjustment to site optimization practices. For example, consumers simply ask their device a question using a conversational voice. Instead of typing in "best content marketing company" the voice search might be "where can I find a content marketing company that works with the commercial printing industry?"

But, how do you determine the type of questions a consumer might ask about your company when using voice search? Detailing the questions they ask your sales and customer service team is a great start. Once you've identified this information you can start to include the long form questions as search phrases in your website content.

In addition, these natural language questions are perfect to highlight on a Frequently Asked Questions page.

But the future of search isn't just reserved for voice. In fact, images will provide consumers access to both business and consumer products. Using and optimizing images on your website and engaging with platforms such as Instagram and Pinterest will impact how prospects find you in the future.

Augmented Reality

It's important to maximize the opportunity for prospects to find you through the use of effective site optimization. However, when a prospect is engaged, providing an effective user experience, will further bolster your relationship. Used effectively, augmented reality (AR) improves the user experience. AR assists consumers in many ways and represents an internet trends opportunity you can leverage.

For example, Lowe's uses AR to help shoppers find products within their stores.

A university in China used augmented reality when sending applicants their acceptance letters.

Here's how it worked. Upon opening the app, the applicant saw a virtual model of the university. In addition, history and information on subjects the school is famous for, including aeronautical, astronautical and marine engineering fields, were also featured.

Furthermore, AR applications may accelerate. Although the information isn't confirmed, it's believed that augmented reality could prove to be the biggest addition to the upcoming iPhone 8. Apple has been bullish on augmented reality for quite some time. In fact, Apple CEO Tim Cook stated he believes AR has more appeal than virtual reality. VR places you inside a virtual environment instead of placing virtual elements over the real world like with augmented reality.

Finally, Graphic Arts Magazine believes one of the biggest opportunities for integrating AR into print is in packaging and POP signage. But printed materials of all kinds including training manuals, print advertising, direct mail and catalogs, sales collateral and more are viable options for augmented reality.

Internet Trend Opportunities

Mobile ads, image and voice search and augmented reality are three internet trend opportunities that businesses can leverage. Stay tuned for the next installment covering additional topics including:

The post Internet Trend Opportunities appeared first on InterEdge Marketing.

If you are in the prediction business it's likely that you'll be wrong more than you are right. It's true if you are predicting the stock market, economics or internet trends.

For example, Irving Fisher, one of America's greatest economists, said in October 1929 that he believed equities had reached a "permanently high plateau." Less than two weeks later, stocks plunged and didn't reach the highs they fell from for 25 years.

In 2010, billionaire entrepreneur Richard Branson issued a warning that "the next five years will see us face another crunch – the oil crunch," predicting a severe supply shortage. Today, the price of oil is actually lower than it was then.

And then there is Robert Metcalfe (the inventor of Ethernet). He wrote an article for Infoworld in December 1995 in which he predicted, "I predict the Internet will soon go spectacularly supernova and in 1996 catastrophically collapse."

But one person stands apart when it comes to internet trends. There's arguably been no person more accurate in their predictions than Mary Meeker.

Her annual internet trends report details how behavior changes in everything from mobile device usage, digital media consumption, augmented reality and even video games will impact your business. You can review her 355 page slide deck here. Read on for the abridged version, part one.

Internet Trends

Coupled with continued computing power increases and apps for any purpose, it's not surprising that Internet engagement is increasing. And it's not just checking email. In fact, adult user digital media consumption continues an upward trend.

Mobile Usage

And with the average at over five hours a day, it's not the desktop where internet consumption is most significant. Mobile now accounts for three of those five hours.

What It Means To Your Business

Regardless of your business, customers access information online and through their mobile device.

Is your website mobile optimized providing a good user experience? By effectively delivering content on mobile and smaller screened devices first, you ensure a good user experience even working up to larger-screened devices.

Most companies don't need a unique mobile designed site. However, your website does need to be a responsive design. This ensures it will conform to the screen size of whatever device is used, making it user friendly.

If you aren't incorporating mobile in your website design, you need to start today.

The Waiting Dynamic

the waiting dynamic
/THə wādiNG dīˈnamik/

the process of staying where one is until a particular time or until something else happens.

Look around the next time you're in line. How many people pull out their mobile device while they wait? I'll bet it's close to 100%.

Waiting has changed. The proliferation of smart phones and internet access causes consumers to operate differently when waiting for anything. Whether it's in a grocery store line, in between courses at a restaurant or stopped in a traffic jam (despite laws against it), the fact is, people make those waits more palatable by spending time on their mobile device.

But, it's not just family photos on Facebook. Consumers use digital media for both personal and business purposes. It's a primary outlet for everything from entertainment to education and research. If you aren't providing valuable content targeting your ideal customer, you won't engage with consumers who increasing look online for that information. They will engage with your content when working and also while waiting. But hopefully not when you are near them in a traffic jam.

Perfect Practice Makes Perfect - Compelling Content Impacts Consumers

Vince Lombardi, one of the most successful football coaches ever, is also known for his many famous quotes. When questioned about the impact of practice he stated, "Practice does not make perfect. Only perfect practice makes perfect."

That's how prospects assess content. A half hearted blog post or web page turns them away. Increasingly, consumers opt out of stuff they don't want. Ad blocking growth continues. You need website content that educates, builds understanding and ultimately positions your services to compete in today's online environment.

Meanwhile, content such as emails and even online ads have become virtual storefronts complementary to online and direct selling organizations. With email returning $38 for every dollar spent, expanding your content through effective email programs will impact your business.

Mobile First Indexing Update

But that's not all. Soon, Google will release it's mobile first indexing update as explained by SEO expert Jayson Demers. Which means that mobile sites will get prioritized ahead of desktop. Both Google and Facebook refocused on mobile five years ago. You aren't Google or Facebook but if you think that mobile doesn't/won't impact your business, you're wrong.

The point is, as the internet and user behavior evolve, it creates more opportunities for you to engage with prospects and sell new customers in ways few of us could envision just 10 years ago. If you are behind today, there's still time to catch up, impact your business and leapfrog the competition. Conversely, if you are on track today don't convert to the set it and forget it mode or you'll quickly fall behind.

Lastly, the Internet Trends report contains other actionable information. Next time we'll focus on augmented reality, the impact of voice search, using social media and chat boxes to enhance customer service and more.

The post 2017 Internet Trends That Impact Your Business appeared first on InterEdge Marketing.

Perceptions aren't always reality. But regardless of the potential reality, people will continue to judge based on what they see. It's true in life and it's true in business.

The unlikely millionaire prefers to live under the radar. But, not an effective business. Above all, customers and prospects expect you to make it easy for them to find what they want. And the easiest way for them to access information is online. What your website says about your business can have a profound impact on your business.

What Your Website Says About Your Business

Is what your website says about your business what you really want it to say? Have your design, structure and content decisions engaged your audience or caused inaccurate perceptions that lead prospects astray?

Take a closer look and make sure you don't suffer from these misperceptions.

You Play Hard To Get

Or at least hard to find.

If you don't have a website. Or if it isn't configured effectively, then the customers and prospects that look for you or have a need for your capabilities won't find you. And, with a high percentage of interactions taking place online, that's the equivalent of an unlisted phone number.

Do This Instead

Don't play hard to get. Optimize your website instead. With a few basic steps your site will immediately become more visible. When prospects query your company name (or a close facsimile), your site should show up very high and often first in search results. It's more difficult to rank high for specific product and services or non-branded topics but, with long tail words and local search, it's still possible.

These steps will allow more prospects to become aware of the good things you do.

Oh, and if you don't have a website, it's time to take the plunge.

You Only Care About Yourself

Or in business terms, you are focused on your solutions not your customer's problems.

Capabilities information without a corresponding customer benefit creates negative outcomes. For example, prospects that don't know your industry may have difficulty relating your capabilities to their needs. Customers that know your company may not recognize the added value. If your website is highly self-centered, you'll turn off your audience. Regardless, you'll miss out.

Do This Instead

Build website content with customer needs in mind. Don't force your audience to extrapolate how your capabilities impact their operation. Interview customers and customer facing employees to identify key customer pain points. Develop content that addresses these issues and how your solutions help solve problems.

You Sell Yourself Short

If your website hasn't been updated recently it likely misses capabilities that your customer values and may want to buy from you.

Do This Instead

A website is a living document. Regular updates benefit you, your audience and search engines. But to ensure improvements, develop a plan. One that details ongoing site updates including:

You Are Aloof

Not friendly or forthcoming, distant and detached are traits we connect to people. But that's the exact experience your website will create when it's difficult to navigate.

A website that's hard to navigate reflects poorly on your business. And when this occurs, the first step a user takes is navigating away from your site, potentially to a competitor.

Do This Instead

User Experience is key. Make information that customers look for easy to find and provide:

You Don't Care About Your Business

You may run an impeccable operation. Your product quality may be Six Sigma. But to a prospect who doesn't know your company, a poorly designed or dated website tells them you don't care about your business. In fact, they may envision a dark, dingy, dirty facility that produces poor quality products.

Do This Instead

Website form and function technologies advance rapidly making regular updates imperative. Plan regular design improvements. Integrate useful technologies. Hundreds of templates and plug-in tools are available which lowers the programming complexity and cost. If you don't have the in-house skills, work with a digital company to assist.

If you don't like what your website says about your company then it takes:

Effective online connections result in offline connections that translate into revenue!

The post What Your Website Says About Your Business appeared first on InterEdge Marketing.

The customer journey. It’s how potential prospects and current customers interact with you and your company. When you deliver continuous value throughout that journey, you'll connect with more prospects and add more customers. But when the customer journey gets derailed or hits a dead end, you miss out.

Connect with more prospects as they progress through the buying stages.  Here's how.

The Customer Journey Progresses Through Stages

A B2B sale is rarely an impulse purchase. Instead, the customer journey progresses through stages and often takes months or longer to lead to a purchase decision.

Discover → Compare → Consider → Commit → Retain

However, an effective web strategy can impact these stages, increasing the number of prospects that discover and compare your capabilities.

How Discovery And Compare Occurred Before The Internet

Customer journey steps haven't changed throughout the years. But, how prospects access information today make the process very different.

Discovery

Although prospects accessed trade magazines, association information, attended trade shows and more, B2B companies used their sale force to foster discovery.

It started with “prospecting.” Before LinkedIn or other data sources, reps went from account to account to get names of prospects and attempt to schedule a meeting. If the rep was lucky, the buyer met right then and there. But if not, the sales rep dropped off a brochure and attempted to schedule a time to discuss his or her capabilities. For B2B companies, the customer journey discovery step started with these interactions. Prospecting was a key element to discovery before the internet.

Compare

If you were able to schedule a meeting you could gain a better understanding of how the customer operated, the vendors they were using and any problems the prospect was experiencing. Perhaps these discussions took place over lunch. This helped you to build a relationship all while positioning your capabilities as a viable alternative to their current process. If your products were new or unique, it allowed a prospect to compare their current system with the one you were proposing.

How Discovery And Compare Take Place Today

Not surprisingly, things are different today. The web changed how we buy and sell. And from a customer journey perspective, how a prospect progresses through the discovery and compare steps changed most significantly. Although it’s still possible to connect with a prospect and personally guide them through each step of the journey, it’s far more likely that at least the discovery and compare steps occur online.

To maximize your success, you must identify and optimize the online resources that connect with the customer journey. Here’s why:

Connecting With Your Customer’s Journey

Without the basics - an effective website with useful content - you will disconnect from the customer journey. So how do you reconnect?

The best way to understand how a prospect interacts with you is to develop a customer journey map. A diagram that illustrates the steps your customers go through in engaging with your company.

Start by identifying your ideal customers and determine.

Understanding the touch points and developing strategies that link with prospects as they advance through the decision making process make it more likely they'll progress to the next stage. And when you connect at each stage of the customer journey, you increase the odds that more prospects turn into paying customers!

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