By Emily Shaughnessy | Sep 30, 2021
If you run a product-based business or e-commerce store, every piece of information on your website is critical—including your product descriptions. Many companies overlook their product descriptions, believing the product photos will speak for themselves. However, product descriptions can be invaluable for both SEO (bringing users to your site) and engagement (getting users to interact with or buy your products).
Here are 7 ways to create better product descriptions so that your audience is informed, engaged, and persuaded to purchase.
- Make it accurate. It may seem obvious, but making sure your product description preciscely matches the product itself will help improve sales and brand image. About 50% of consumers have returned a product because it didn’t match the description.
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Make it easy. Users want to gather as much information about your product in as little time as possible. Use short sentences, bullet points, and clearly delineated sections to help website visitors quickly scan the text while simultaneously being fully informed.
- Get creative. Generic, boring product descriptions inform the user, but don’t necessarily create more engagement. Try infusing your write-ups with a pop of personality, humor, or a conversational tone tailored to your specific target demographic.
- Benefits over features. Consumers are more persuaded by the benefits of a product than they are by the specifics of a product’s features. In your product descriptions, make sure you mention how this particular item will benefit someone’s life and solve their pain points.
- Describe an experience. Help your audience imagine what it would be like to hold, wear, or use your product with descriptive language that sparks their imagination. If you can picture yourself using a product, you are more likely to purchase it.
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Give examples or suggestions for use. By suggesting ways to incorporate your product into everyday life, you will provide your audience with clear examples of how useful and valuable your product is.
- Collect data. The best way to know if your product descriptions are working is to track your website traffic and conversions to determine how well your e-commerce page or product page is converting. If something isn’t performing well, it’s time to make some adjustments.
Questions about how content marketing and web design strategies could elevate your brand and improve your bottom line? Schedule a consultation with one of our digital strategists by clicking here.
By Emily Shaughnessy | Sep 29, 2021
Millennials may be criticized for being entitled, self-focused, and spending $7 a day on expensive coffee, but they are also invaluable to your business—no matter what the industry. For all the flack they receive from older and more experienced generations, they have the power to make or break many brands.
Whether you offer a product or a service, are a large corporation or a small startup, here are three reasons your company should be focused on marketing to millennials:
- They represent the largest demographic
Millennials are projected to overtake Baby Boomers as the largest living generation this year, according to The Pew Research Center. Although there is some variation in the definition of the millennial generation, it is generally understood to be adults in their early twenties to late thirties. As young immigrants join this demographic, the population is expected to rise to a peak of 76.2 million by 2036.
- They have enormous spending potential
The average millennial earns about $56,000 before taxes each year and will likely spend upwards of $10 trillion within his or her lifetime. Collectively, this generation has upwards of $1.4 trillion in spending potential, making it the most powerful consumer demographic.
- They can market your product and help build credibility
If your company appeals to millennials in the right way, you can not only win their business but can also take advantage of word-of-mouth marketing and referrals. Social media channels are a common platform for millennials to share reviews and advocate for their favorite brands. A Boston Consulting Group Study found that 39 percent of millennials post product reviews, 35 percent share product links on LinkedIn, and 32 percent follow brands on Twitter. Winning over a single millennial customer could also mean winning over a group of their peers.
Questions about how content marketing and web design strategies could elevate your brand and improve your bottom line? Schedule a consultation with one of our digital strategists by clicking here.
By Emily Shaughnessy | Sep 24, 2021
Nearly 75% of individuals looking for an attorney begin their search online, 98% use a search engine and more than 70% visit a law firm’s website before making a decision, according to the National Law Review. That means it is critical for legal practices to have an effective digital strategy that will meet the demands of audiences in 2021.
In August, ATX Web Designs Founder Daniel Griggs was featured in an Forbes article titled The Best Website Strategies for Law Firms in 2021. The article discusses ways attorneys and law firms can optimize their online presence, reach more potential clients and grow their practices.
Some of the strategies recommended in the article included:
1. Make sure you own your website. If you don’t have 100% ownership of your law firm website, you could be losing business. It may seem tempting to hire a template-based web design company that can plug your law firm’s information into an existing website design, but this approach can prevent you from customizing your website and tailoring it to your target demographic.
2. Invest in SEO. Consumers in 2021 like to do their own research when determining the best products and services for them. An individual who is going to invest in legal services will likely use a search engine such as Google and scan through multiple websites before deciding on one they like. It is important that your website is search-engine-optimized so it appears on the first page of search engine results.
3. Employ mobile-first design. Consumers today are much more likely to use a mobile phone to search online and access websites than they are to use a desktop computer. The mobile experience should be the first priority in establishing a credible and engaging online presence for your law firm.
To read the full article, click here.
Questions about how content marketing and web design strategies could elevate your brand and improve your bottom line? Schedule a consultation with one of our digital strategists by clicking here.
By Emily Shaughnessy | Sep 23, 2021
Video is a powerful tool for increasing brand awareness and engagement. In fact, more than 50 percent of marketers say video helps them build trust with their audience. Right now, video-based apps like TikTok are skyrocketing in popularity as are the video functions of social media platforms, such as Instagram’s reels. Studies have shown that more than 45 percent of consumers will react or convert after watching a video.
There is a right way and a wrong way to use video in your digital marketing efforts. If done correctly, video marketing can lead to incredible growth for your company. However, the propensity for videos to “go viral” can be a blessing and a curse. Earlier this year, the CIA released a recruitment video that spread like wildfire on the internet and not in a good way. The piece received ridicule and backlash for being “overly woke” and trying too hard to reach the Millennial and Generation Z demographics.
Here are 5 tips for using video content to connect with your online audience effectively:
- Be real. One of the issues with the CIA video was its keyword stuffing and forced trendiness, which came across as inauthentic and gimmicky. It’s important that your videos feel real and personal to your audience so they feel they are connecting to the ethos of your brand.
- Provide value. Your videos shouldn’t just be about pitching your business to your audience. Make sure you are offering real value as well. If you decide to produce video ads, mix it up with video content that is informative, helpful or humorous.
- Vary your approach. It is important to use a number of different approaches to video content to see what really resonates with your audience. You can try short form videos, long form videos, interactive videos, and more to reach peak engagement.
- Use high quality tech. Video quality standards have gone up in recent years. Even small social media influencers use professional lighting, tripods, and high-quality lenses to capture their footage. A low quality video might turn off a viewer before they even see what your content is about.
- Add subtitles. Many people browse social media sites and websites on their phone with the volume turned down. In addition, some audience members may be hearing impaired. Adding subtitles to your videos will ensure you are having the maximum possible reach.
Questions about how content marketing and web design strategies could elevate your brand and improve your bottom line? Schedule a consultation with one of our digital strategists by clicking here.
By Emily Shaughnessy | Sep 22, 2021
The average consumer sees between 6,000 and 10,000 ads in a day. Being constantly inundated with paid content means that it has become easier and easier for people to tune out online advertisements. Studies have found that most individuals see an ad seven times before they engage with it.
Social media ads can be a great way to generate leads, convert new customers, and raise brand awareness. However, creating effective social media ad campaigns is both an art and a science, and it takes a lot of time and energy to craft something that will actually have an impact.
There are many strategies and techniques that can help your social ads reach more people and generate more engagement. But the biggest secret to creating an effective social media ad is understanding your audience and their values.
At the end of the day, people don’t purchase a product or service for the product or service itself. Instead, they are hoping that their purchase will meet some sort of internal value or need. These values can include things like health, safety, self expression, adventure and peace. Understanding these motivators and learning how to talk about them to your audience is the key to generating good social media ads. Anything less runs the risk of being irrelevant to your audience at best and losing their business at worse.
Here are three steps to understanding and targeting your audience’s values:
1. Create a customer persona. If you haven’t already, create a customer persona for your ideal audience. Break down their lifestyle, their habits, their background, and most importantly the problem they are trying to solve. This will help you better identify their core values.
2. Identify your motivating keywords. Different keywords and calls-to-action will appeal to different audiences. Make sure you are using the right words for your target customer. For example, an individual who is seeking adventure or self-expression might be motivated by keywords such as “discover,” “create” or “experience.” However, someone who is seeking relaxation or ease might be more motivated by terms like “enjoy,” “deserve,” “get.”
3. Experiment. Social media ads are all about experimentation. What your audience wants might change over time, so it is important to collect as much data as possible on how they’re interacting with your current post and ads. Double down on what seems to be working and don’t get too attached to your pet campaigns. Remember that these ads are about your audience, not your own personal taste and style.
Questions about how content marketing and web design strategies could elevate your brand and improve your bottom line? Schedule a consultation with one of our digital strategists by clicking here.
