Customer Testimonial Sources

We all know how important it is to showcase testimonials on a website. It’s certainly worth checking out what others have said about a business to reinforce the decision to try out their product or service. Here, we look at the sources which can be used to generate testimonials on a site, there may be an opportunity to showcase customer feedback which is currently overlooked or underutilized.

testimonial sources blog

Old fashioned ‘thank you’ notes

When you receive a ‘thank you’ by mail it’s not as easy as cutting and pasting to capture the text – or is it? Actually, this kind of customer feedback can come across as the most genuine as its unique handwriting and choice of note set it apart from the more common online text – we all rely on technology for just about everything. Take a picture of the card and share it to social media or copy the text to the website as a testimonial. It will stand out precisely because it is not ‘run of the mill’.
thank you

Feedback from colleagues

When you get great feedback from another professional who interfaces with your team or uses your product, that is just as valid and valuable. For instance, if your cake supplier is happy that you’re always flexible and easy to arrange logistics with, the implication is that your team will bring that professionalism to their interactions too.

Social media comments

If you post to social media and get a great reaction, those comments can be recorded and reused. Better still, everyone else who sees that post will also likely pick up on the positive feedback.

Emails

Similar to the ‘thank you’ notes above but perhaps more common nowadays, emails are a treasure trove of feedback – good and bad. The good ones can help build data for reviews and the feedback which is negative should be addressed as soon as possible.

Video testimonials

Don’t shy away from getting feedback which can be shown as a compilation or featured video. Especially if there is already videography at an event. An example would be a skydive which is being filmed. When back on the ground it would be easy to ask “how was your experience today with this company?” Clever editing would mean no compromise to the skydiver’s keepsake and some great footage promoting the firm.

Quotes

When a customer says something fantastic to you directly, ask if you can quote them. Hopefully, the answer will be “yes” but even if the answer is “no”, nothing ventured, nothing gained!
social media campaign blog
When the testimonials are used, it’s easy to state the source, so look around and make sure your customer feedback is being leveraged. If you are looking for creative internet marketing ideas, contact us today. We can help integrate your reviews into your online presence so that more people see them.

 

SEO – Making the most of Impressions data

Search Console offers a treasure trove of information when running an SEO campaign. In this blog, we’re exploring the role of ‘impressions’ and how they can help steer your keyword strategy.

Where to find the Impressions data

Within Google search console, log in then

  • click on Search Traffic
  • click on Search Analytics
  • check the box next to ‘clicks’ for ‘impressions’ (the other data available from the same line is CTR (Click Through Rate) and Position

By default, the clicks should already be graphed so after checking ‘impressions’, the timeline should have 2 lines. Ensure ‘Queries’ is selected in the box immediately below.

What are Impressions – Why should I look at them?

Impressions are a count of the number of times your site appeared in a search result. The site may or may not have been in direct view. On some devices, the site may have been presented lower on a search page and the viewer would have had to actively scroll down to see it. Whereas initial keyword research at the onset of an SEO campaign takes an educated ‘best guess’ at the keywords your site may want to focus on, the impressions will show which words and strings are flagging as relevant to your content. If they are the terms which are predictable then the site is matching its content to the relevant searches. If they are unexpected, then it may be that the site is missing the niche market being aimed for or perhaps you are missing an opportunity to tap into a new keyword which is not part of your current SEO strategy.

 

Check your Sample Size

Depending on the popularity of your site and the frequency of the keyword searches being entered that your site attracts clicks from, the sample size of data could be small or large. If the site being studied gets hundreds of clicks per day then the default date range of the last 28 days is enough to give a representative range of information. If the number of clicks and impressions is low then consider changing the default date range to extend the analysis. This will extend the sample size so that anomalies are evened out and valuable insights are less likely to be overlooked.

Changing the data sample timeline

  • Click on the drop down arrow next to ‘Last 28 days’
  • Click on Set Date Range
  • Either select ‘Last 90 days’ for approximately 3 months’ data or enter a custom date range (this works particularly well if you have a seasonal window where searches are not typical of the entire year)

Looking at the chart, there will probably be a correlation between impressions and clicks. The higher the number of impressions, the higher the number of clicks. In the chart below, the blue line is ‘clicks’ and the red line is ‘impressions’.

clicks vs impressions

To display the queries in order of popularity (ie the words or strings which were entered into a Google search in which this site made an impression), simply click on ‘impressions’ and ensure the arrow is pointing down. (Clicking it again so that the arrow is pointing up will list the queries in order from the least popular to the most)

What to look for

An increase in the number of impressions over time means that your site is ‘on the radar’ of more searchers which is a good thing. The first step to getting a click is to be presented on a search engine results page.

Look for popular queries or phrases which you are missing from your current campaign. Should you switch out some of your lower volume terms for some of the more popular ones? This is a trade-off as it may be a very competitive market. Is it better to rank #6 in a high volume term than #2 in a lower volume term? Only time and experimenting will show how the balance works in your niche market. If you make changes, do so deliberately and record them so that you can revert if a change does not produce the results you hoped for.

If you are looking for customized search engine optimization that is tailored to your small or medium sized business, contact us today for a fresh look at your SEO.

 

Website Content Expiry Dates

When your business website has been serving its purpose for a while, it’s easy to go into ‘autopilot mode’ and just let it be. If nothing seems to be going wrong and you aren’t hearing any complaints then it is natural to assume everything is OK.

In truth, there are very good reasons to periodically check your website because whereas those very familiar with the content may skip over blocks of text, a potential new client will be reading it from a different standpoint and will notice all the out of date material. This looks unprofessional or neglected and they are then less likely to continue exploring your site, products and services.

Let’s get specific, here are a few examples where maybe the content should be removed or swapped out.

Seasonal Promotions

If it’s the middle of winter, your site probably shouldn’t still have a link to that ‘summer cool down’ promo you ran over the summer holidays. It was a great promotion at the time but it is really easy to leave the link in there and forget to swap it out for your ‘winter warmer’!

The exception is if your business takes advance bookings and you are currently taking bookings for next summer, in which case make sure you’re happy with the same price being applied to next year (if the price is quoted) and make sure the text makes sense for advance bookings.

Broken Links

Managing internal links within your own site is easy and when the status quo remains, you can expect these all to remain in great shape. If your site has external links (linking outside your site to another), then  they should be checked from time to time to make sure they are still valid.

The flip side of the same coin is that when you have a website redesign or you switch up your page names (to improve your SEO for instance), think ahead to those websites pointing back to yours. It is courteous and professional to either let them know the changes or apply redirects. This is especially the case if they are sites which could refer traffic back to you to get new clients – each broken link is a missed opportunity.

‘Old Brand’ images

When you have re-branded your company profile with a new color scheme or a new logo, look out for images on your site which still feature the old scheme. Whilst they look nostalgic to you, they dilute your current brand to a new visitor.

Old Testimonials

website content testimonialTestimonials are fantastic – they are golden snippets on your site where real customers give you glowing feedback, truly influential in the eyes of a new business prospect. If you don’t have recent testimonials or if you are not able to frequently update them online then consider a testimonial without a date attached.

Dated Music

If you have audio clips or music on your site, it’s safest to stick to timeless tracks. Likewise, if you are referencing a track, stay away from terms like ‘newly released’.

Now the good news

A few tips to help you look ‘evergreen’

  • Plan ahead with expiry dates in mind. If you always run a contest in December, stay away from Thursday December 1st 2016 and instead write your start date as December 1st. That way, the material can be reused year on year.
  • Work out a page naming convention that works for your business and stick to it. That way, when products are retired or replaced, you can easily isolate the pages affected.
  • If you make revisions to a document or file, use version numbers instead of dates as they will carry you through without looking outdated.
  • When you get a new employee, it is likely that one of their first jobs will be to get to know your business by exploring your site. This is a valuable opportunity to get ‘fresh eyes’ to click around your site and report back if anything looks amiss. They will value your trust so it is a win-win situation.

If you’re ready for a new website or a website redesign, Trulium can help you with your project. Contact us today if you’re ready for a change: info@trulium.com

What is the purpose of your website?

Why do you have a website?

Nowadays it is so commonly taken for granted that everyone and everything has a website, it’s easy to forget the fundamentals of why you have one and what is its purpose.

The answer varies from business to business and the lessons we can learn by addressing this question can help us understand how much time and investment it is worth spending on the website and your online presence.

Broadly speaking there are several types  of sites and their goals differ.

Educational Websites

Sites which pass on information or knowledge. This could be directions, methodology, background information, instructions. The education can be provided without enticing visitors to take a deeper look at products or services offered. For these sites, it is more common for clients to seek out the site than for the site to promote them (hence lower investment).

Entertaining websites

The curse of every office manager – sites which you visit to play a ‘quick’ game or browse through some news items, check out the latest fashion trends or find out the showbiz gossip. The sheer volume of traffic makes it worthwhile for the game developers to keep finding new incarnations and for news sites to update throughout the day to keep drawing visitors in to their online world. These sites often rely on word of mouth to reach a greater audience and may be popular only until ‘the next big thing’ inevitably takes over (in the case of games).

Social Media

Hugely popular, these sites keep you in touch with your personal or professional circles of friends and colleagues. From private accounts which can be shared with a select few, to public marketing campaigns reaching millions, the influence and popularity of social media continues to increase. Social Media Marketing is a critical component of a modern business plan.

Business Websites

Business WebsiteThis broad swathe of sites are looking to promote and market their product or service to new clients as well as retain their existing client base. The website acts as a virtual storefront and a gateway to communicate 24/7. In some cases, the website is the only viable storefront. For instance, a small business on a low budget that doesn’t have a physical office. Likewise, if you’re a landscape gardener integrating waterfalls and rockery design, it’s hard to display in the middle of Colorado in the winter – your website offers the opportunity to not only showcase your offering without seasonal limitations – you can choose the very best images when the sky was a perfect blue to invite clients to imagine the same in their garden.

The site could initiate a connection between a client and the business or it could be a website where sales are processed directly.

Likewise, where customer service is of high importance (as it always should be), enabling your customers to contact you at least via email or through a form on the website makes up to some extent for only having a customer service agent or employee at the end of a ‘phone line 8 hours a day, 5 days a week.

These are the websites which are most likely to invest in SEO – search engine optimization and web site design as the site can generate business which translates into your profit . Customers expect

  • a credible business to have a website
  • consistent branding
  • ease of navigation
  • quick page load times
  • responsive design (being able to access the site from a mobile phone or tablet)
  • to find the information they need without too much digging around
  • clear information

Your site may also directly save you time and therefore money if you provide an interface for orders to be tracked, results to be checked, progress to be determined online, quotes to be started.

As a business, you are hoping to be found on a search engine results page and be given a chance to present your site when clicked on. It sounds easy, in practice there are usually competitors in every field and clients looking for professionalism and trust – it’s rarely only about price point.

If your website is not fulfilling the purpose you intend, let us help with a plan to get your online presence back on track, contact us today  info@trulium.com

Why Does My Company Need A Blog?

It should go without saying that in this day and age, a business needs to keep up with the marketing trends of the times to stay relevant. What worked for a company in 1915 isn’t necessarily going to work for a company in 2015. Still, it is hard to keep up with what actively works when it comes to marketing for your business.

Blogs do everything from updating clients on news and events to setting you apart from the competition. It is a glimpse into the unique world of your business (and the unique skills you possess). People want to know at the end of the day, why should they chose your business? A blog breaks it down for them, post by post, and makes the decision easy.

The benefits continue from there:

  • Exposure
    It is nearly impossible to tell how much a person knows, and how valuable a person’s information is, without examples. A blog is a huge light that shines on your knowledge, giving prospects a reason to consider you.
  • Becoming A Thought Leader
    The more information you prove is hiding in that wonderful brain of yours, the more visitors are likely to consider you a thought leader. Your blog post on ‘The Ramifications of Social Silence’ may just be what eases a great prospect into your corner. It is giving the right information that is important; the right time to receive such information is different for everyone. That is why consistency is key when it comes to posting relevant information.
  • Consistency
    A frequently updated blog keeps you at the forefront of minds so that when the time comes to choose a business, yours is the first considered. This is also a huge plus in a time where the customer usually makes the first move toward a sale.
  • Personalized Social Media
    Curation is only half the battle on social media. Without original content, there is no draw to your site. As great and essential as those curated posts are, it means nothing if it doesn’t bring your audience to your services (and pricing). Blogs create a funnel from your social media audience to your site and then to your business.
  • Site Traffic
    When it is all boiled down, the biggest plus of a blog is site traffic. Your website is the official online home for your business. It is what gets you leads from around the world, inquiries from prospects, and lasting clients. Getting people from point A (your well-run social media posts) to point B (your contact page) takes more information than social media affords. Be sure to keep your site up to date and make all your information easy to find.

A blog breaks down your worth, post by post, and makes the decision to work with you easier. It brings people to your site, informs them that you are knowledgeable, and keeps them coming back. These points make blogging for your business an essential part of your marketing plan for 2015.

Visual Content Creation – 4 Ways to Produce Visually Pleasing Content

Without a doubt, visually pleasing content is time consuming. But, with just a few minutes of extra effort, your content can bloom from ehh to awesome! Below are four ways that can get you on the road to success…

1. Keep it Simple
Less is more! Only a small percentage of visitors will actually read an entire article. We are programmed to quickly scan articles on the internet, picking and choosing the data that is most relevant to our needs. About 90% of information processed in the human brain is visual and messages using visuals are processed about 60,000 times faster in the brain than words. So, simple and easily digestible content is your best bet.

2. Design
Having an understanding of basic design is critical to visually pleasing content. You only have eight precious seconds to capture the attention of readers. Don’t waste your message on poorly laid out content as this could lead to high bounce rates and negatively affect ROI. Keep your message easy to digest and attractive to readers, and always make sure to keep your target audience in mind. Are they seeking long documented articles or quick bites of entertaining facts? These are all factors that should be taken into consideration. Sub headers, high quality images, and well-designed graphics will make your content pop and keep readers engaged!

3. WordPress Plugins
You can use simple plugins to make your content more shareable; this in turn can help with social media efforts. Twitter cards, Facebook’s Open Graph Protocol are just a couple easy and free ways to control how your content looks when it’s shared on social networks. Jetpack, a wonderful tool we utilize in house, offers great tools to harness the visual impact of your content. Be proud of your content and equip yourself with the tools necessary to feel confident about how your content looks.

4. APA & MLA
Regardless of where your loyalty resides, keeping the basic principles of APA & MLA formatting will help you in the long run. These styles of writing help to convey your message in a clear, concise way and help translate ideas successfully. The most helpful way to apply APA & MLA techniques to your content is through editing. Having carefully edited content will give your voice more authority, in addition to making the content more authoritative.

Aesthetically pleasing content can be achieved through well thought out ideas, organization, and loving execution.

7 Ways to Repurpose Content

It can be a hard feat to give up on amazing content. You’ve come up with the ideas, you’ve researched all you could to be able to bring that content to life with the potential to fulfill, and you’ve taken the time to find photos, fact check, and make sure it’s ready. Then you bring your content into the world with all the bells and whistles, giving it love and attention and (hopefully) showing it to all the right people. Now that your content has been created and published, what do you do to make sure it lives a fulfilling life?

Here are seven ways to repurpose (and, in the same breath, nourish) content:

1. Use your content in emails, newsletters, etc
If you have subscribers to a newsletter, it never hurts to use parts of your old blog as a ‘Daily Tip’ or a ‘Reminder’. This way you can stretch the life of your content by splitting it up and serving it to your readers over the course of a few emails.

2. Get creative with quotes
Utilizing photo-editing software can turn posts into art. Instead of posting about your baby once and then letting it go, you can attach quotes from your blogs to relevant stock photos and use them as filler.

3. Use each number of your list blog as a single piece of content
This one is similar to the first tip, except you’re using a single tip and expanding on it. For list blogs, make a blog per tip until exhausted. If you have a blog listing 10 Brilliant Ways to Turn a Craft into Cash, that’s ten extra blogs that you can expand on. Be sure to let some time pass between each blog to assure the topic doesn’t go stale from overuse.

4. Everyone’s favorite: INFOGRAPHICS
Infographics are perfect for repurposing content. Break your points up and make a fun (and unique) infographic to lure the more visual in your audience.

5. Do a ‘Blog of the Month’
On the homepage of your site, save some space to have a blog of the month feature. Set older blogs to automatically cycle through this section to continue to give your blogs a huge spotlight.

6. Post your blog on LinkedIn
Now that LinkedIn allows users to create content, you can take a blog that may not be doing well on your site and upload it there. LinkedIn posts see a lot more traffic than your site may see, and you’ll get the added bonus of people sharing and discussing your blog (you can also link back to the original to boost visibility to your site).

7. Hey, guys, it’s the anniversary of my amazing content!
Your content is having a birthday. Be a doting parent and be sure to remind people that, a year ago, your content was born and exposed to the world, and that most (if not all) of it still applies.

Of course, it’s important to know when it’s time to lay a good piece of content to rest. Just remember that, with the right tactics, your content is immortal. If you spread it out enough, you can come back to the same content again and again and reach a newer audience each time!

 

3 Quick Ways to Add Content Your Website

If you’re looking for ways to rank consistently, don’t forget to keep adding new content. It’s important for Search Engine Optimization and we, at Trulium, a Denver-based SEO and design firm, truly believe that Content Creation and Optimization pays off in the long term. Google and the search engines will rank you better for your diligence. Here are three quick ways to keep adding fresh, new content to your pages.


 

1. Create new or more product and services pages. Instead of having a single page to describe your products and services you offer, give your clients a chance to learn more about what you do by creating specific product and service pages. Start with a main page and have them click through for more details. From there you can show customers how great your product or service is and educate them. It’s a great opportunity for you to build trust with your customers, establish yourself as an authority on a subject and use more keywords throughout your site.

2. Create news and press release pages. Create a page that announces important news and events happening in your company. This can include new partnerships, awards, new staff members, upcoming events or anything else you can think of that your audience may want to learn more about you and your business. You also can archive these items on your site.

3. Customer testimonial and resource pages. In today’s environment of viral marketing the idea of a customer testimonial page really can help to sell business and products, and creating a resources page can also boost your business and rankings, connect you to other organizations, and help you build trust with your audience.

Is Blogging Right for My Business Website?

Here’s a question we get asked a lot here at Trulium Website Design & SEO: Is blogging right for my business website?

In our opinion, it can be a great way to build your voice on the web. It also can help you develop your e-commerce and internet marketing goals, but it takes some thought, planning, and commitment, too.

Before you launch one here are questions and answers to consider:

1. Who is your audience? Who would you be writing for — a B2B or B2C audience?

2. What would be your topics and list of keywords to emphasize?

3. Can you commitment to the writing and upkeep?

We have our own blog and help others with them, and we read a lot of them out there. One of the biggest advantages we see to having one is the ability to create a unique voice within your community. It helps people get to know you.

You can use a business blog to generate fresh content for your social media and website regularly. That’s also great for your Search Engine Optimization.

Those are all helpful, but here’s a big downside to consider. Do you have the time to commit to it? A content gap is not a good thing and oftentimes small firms fall into this trap. In that case it’s better to hire someone to help you.

Our biggest recommendation is that you consider all these elements before you launch one, and be ready to keep it up or hire some help to make it successful.

5 Tips to Generate Leads from Your Business Blog

Blogging for your business website can be a very useful tool for generating leads. According to one recent Benchmark Email report, for example, companies that blog 6 to 8 times per month can double their lead volume. When you consider it that’s a lot of potential new business. It makes the effort worth it.

Trulium strongly suggests you blog regularly. at least once a week, as part of your overall business marketing strategy. However, if you are like many companies out there, especially a small business, you might not know where to begin or have the time set aside or resources to do it. That’s why we’ve compiled this handy list of “5 Tips to Generate Leads from Your Blog” to help you get started and cut to the chase.

Tip #1: Make your blog an extension of your website and business.

Begin by selecting where you’ll host your blog (there are a number of options out there) but whatever you choose, make sure your design has a consistent feel, look, content and voice that matches your business website and style. If you look at our Trulium webpages and Trulium blog side by side, for example, you’ll notice the same logo, color schemes, and a similar voice and motif working throughout both of them.

This is important because it establishes a sense of marketing branding for your business and it will help to establish your credibility with your current and potential customers.

Tip #2: Blog regularly. Create a schedule and stick to it.

Consistency, consistency, consistency: We can’t stress this component enough. Human beings are creatures of habit, and here’s the big upside to that point. Usually the more we do something and practice it, the better we get at doing it. Just like getting more fit with a regular exercise routine, if you blog consistently you’ll get stronger and stronger at doing it. Plus, there’s another big pay-off. You will be creating great new content for your website and are likely to attract more followers, customers, and potential business.

Tip #3: Create links to content, services, and social media pages.

OK, you’ve got blog posts written and posted, and you have regular readers and subscribers to your blog. Now what?

Don’t forget to include links within your blog posts. Just like your regular website pages, your blog posts are great real estate to tell customers about what you do, and not just about the main topic you’re discussing within your post but secondary topics, too. This includes links to your services and products, upcoming promotions, links to your social media pages, and links to other website references and articles. Also remember this: It’s a balancing act. You want to share information but not in a way that’s heavy handed or hard sales. Readers today get hit with a lot of information from everywhere. Be sure to include those links in a way that’s helpful and makes sense.

Tip #4: Build great landing pages and clear calls-to-action.

After someone reads your blog post, what should come next? The answer is a strong landing page and a clear call-to-action. This gives your reader or potential customer somewhere to go if he or she wants to learn more about you and your business. From a business owner’s perspective, it gives you a signal or way to help that person, by giving them more information about what you do or products you can provide.

Tip #5: Focus on your customers and build trust.

Think about this step from your customer’s perspective. What would help him understand your business, products, and services better? What helpful information can you share with him that also demonstrates how unique and valuable your business offerings are? The answer is providing your readers with solid content and explanations that support all those objectives.

Remember that phrase, “Rome wasn’t built in a day”? The same is true for building customer trust and nurturing leads. Sure, it takes some thought, planning, and patience, but ultimately it’s worth it.

Don’t be afraid to offer advice, incentives, and answers to build your credibility as an expert. Word of mouth and viral marketing (about well you treat your current and potential customers) goes a long way. Your blog can be a great showcase for this information.