How to Write Great Content That Your Audience Will Love

Landing pages vs home pages

If you’re a business owner, you will know how important it is to write great content when it comes to growing your business. 

Content covers everything from the blog to write on your website, your social media copy, and your social media posts that include photos and videos. 

Mistakes to Avoid with Your Business Blog
Great content can attract and retain more customers.

How to Write Great Content 

The first step before writing any content should always be to identify your target audience. Who are you trying to speak to? Who is going to be interested in your products or services? The content you create should be inspiring to your ideal customers. It should answer their questions and solve their problems.

Using Keywords

In order for your target audience to see your content, you need to use keywords. These are specific words and phrases that your customers will be searching for. If you use these regularly throughout your content, your website and social media posts will rank highly in Google. This means customers are more likely to come across your brand when they are searching for a specific product or service. Once you understand how your customers are searching on google for your products and services, you will know exactly what topics to cover in your online content. 

If you want to write great content, authenticity goes a long way. Your content should reflect your brand values. It’s no good just writing and producing content that you think your audience will like. It has to be content that you enjoy creating yourself. You are an expert within your industry and you need to display this to your potential customers. 

The final factor to consider is how you come across to your customers. Make sure to be humble in your content and don’t brag about how amazing your business is. Yes, it’s great to be confident, but people do not want to hear bragging! 

If you need help writing content, contact Impressions Agency to see what services our team offers and get started today. 

Creating a Website That Reaches Your Target Audience

Holiday Email Marketing Campaigns

The appearance of your website makes all the difference when it comes to customer satisfaction. As a business owner, creating a website is a high-priority task. 

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Your web design makes all the difference when you’re trying to reach your ideal customers.

Giving Customers What They Want 

The majority of your customers will use your online site to view your products or services and to get in touch with you. For this reason, it’s important to create a professional and well-thought-out website for your customers to navigate. 

The Key Steps

  1. The first step for creating a website is to determine who your ideal customers and clients are. 
  2. Next, you need to consider what your ideal buyers are searching for online. Reaching your target audience is much easier when your website can be easily found. Use important keywords and key phrases across your website to ensure your business comes up in the search results pages.
  3. Include the answers to your client’s questions and problems on your website. This can be done using an FAQ page, or by producing content that answers their common questions. You want your business to be the go-to for customers when they have specific problems that they need solving. Your content can include written blogs and social media copy, or video and photo production. 
  4. The next thing to take into account when creating a website is to add an ‘About Us’ page. This informs your target audience of who you are and what you do. Your audience should have an easy way to get in touch with you and connect with your team members. 
  5. Always remember to personalize your content. Tell your story and engage with your ideal customers to get that important human-to-human connection.

If you need help with web design & development, contact the team at Impressions Agency to get started today.

Web Design Tips to Emulate Your Physical Store and Enhance User Experience

Home office

There’s nothing like walking into your favorite store to view their products in person. Whether it’s trying on some clothes in a stylish fitting room, or testing out a new games console. 

That’s why it’s great for any brand to try and emulate their in-store experiences throughout their online content. This includes everything across their website and in their social media posts. 

man sitting on chair using silver laptop
Emulating your physical store can enhance user experience on your website.

How to Recreate the Experience Online 

One of the best web design tips is to recreate the same experiences that a customer gets in a physical store on your website. This provides consistency across your business and helps customers to recognize that it’s your brand. You want customers to come away from your website feeling like they’ve had a great experience. And they will associate this great feeling with your brand in the future. 

Customize Your Content

To enhance user experience, it’s always great to customize your content. Give it that unique touch that shows your brand’s personality. Show customers how you’re different in the same way you do in your physical stores. 

Organize your website in a similar fashion to your store. Your homepage should mirror the front of your store. The departments should be labeled with the same names. This not only keeps your website consistent with your business but also makes it easier for visitors to navigate to the right areas of the site. 

One of the best web design tips to enhance brand visibility is to include your logo somewhere near the top of every page. This should be clickable and it should take customers back to your home page. And be sure to include a search button so users can easily find exactly what they’re looking for. Using a search bar is a bit like asking a staff member where something is in the store! Contact Impressions Agency for the top web design & development services in the area and get started today.

User-Generated Content Inspires Brand Trust and Credibility

User Generated Content

Customers and audience members who share and promote your content should, in turn, be promoted by your company. These people are self-identified brand ambassadors and can be a valuable resource in your digital marketing efforts. User-generated content is viewed by other customers as being more authentic and trustworthy. Customers are more likely to trust a message coming from a fellow consumer than one that comes from the brand itself. 

User-Generated Content

User-Generated Content
If your customers are talking about you, keep the conversation going and use their reviews to add credibility to your brand.

Customers positively mentioning your brand are already fans of your brand. Reaching out to them and engaging with them—even if it’s only an emoji comment on their post—can help strengthen the bond they feel with your brand. 

Reaching out to these brand ambassadors can even become part of your content strategy. Done well, you will be able to build a pool of users creating user-generated content for you to amplify through sharing and reposting.

A content strategy that incorporates user-generated content will promote trust and give credibility to your brand. Not only does this give you free content that you didn’t have to source or create, but it’s also actually more effective than anything you could do in-house. 

User-generated content is more than twice as likely to drive purchase decisions. Consumers are also twice as likely to engage with user-generated content than with brand messaging. The highly effective nature of user-generated content can boost engagement as other users seek out your branded content. 

By becoming an active part of this loop, you’ll be able to build a stronger brand community that has active audience participation.

Ready to get started? Give us a call to talk content and digital marketing. 

Simple Digital Marketing Tools to Reach a Local Audience

Simple Digital Marketing Tools

A digital presence is essential to success in today’s marketplace. For businesses transitioning to digital marketing, the adjustment can be daunting. It can be difficult to figure out which digital marketing tools you need. As with anything new, the trick is to start slowly. We’ve got a few simple digital marketing tools that anyone can handle and will instantly help you connect with your local audience.

You don’t need to have skilled technical abilities to access the world of digital marketing. You just need some simple tools. 

Simple Digital Marketing Tools

Digital marketing tools
Put your business on the map with Google My Business! Simple and effective.

Google is one of the biggest companies on the internet. They offer many useful tools for small businesses, including a tool called “Google my Business.” It literally puts your business on the map—Google Maps, that is. It also increases your chances of people finding your business when they do a related Google search. 

Google has made this feature incredibly user-friendly. All you have to do is fill out some information, like the name and address of your business, hours, and contact information, and Google takes care of the rest. When it comes to digital marketing to reach a local audience, Google My Business is a must. 

Facebook is another internet giant that makes it easy for businesses to get started on their platform. Facebook is a great way to engage directly with your customers while also showing them what your business is all about. Your customers are on Facebook, so your business should be, too. 

If you already have a Facebook account and are familiar with the platform, you’ll find it relatively easy to set up a business page. 

If you’re unfamiliar with Google and Facebook, or computers in general, don’t worry. Your business can still have a presence on the internet. Give us a call; we’d be happy to help you develop a digital presence, including building you a home on the internet in the form of a website. 

Authentic Content Builds Brand Trust

Authentic Content

Being authentic—showing the real you—is the best way to create the most engaging content. The easiest way to do this is to talk to your audience the same way you talk to your best friend. But there’s a bit more to it than just the way you talk. Good authentic content is relevant to your audience’s needs and speaks to them in a way they can relate and connect. 

Finding the Right Tone for Authentic Content

Take the time to figure out the right tone when talking to your audience or community. Your voice should be authentically you, and it also needs to reflect your brand while being appropriate for the subject matter. If you’re talking about something serious, be respectful of the situation. 

Authentic Content
Find your authentic voice to connect with your audience.

Build Brand Trust

The goal is to develop trust with your audience, which in turn will build loyalty. Part of this is taking the time to respond to customer questions and concerns promptly. This is the other side to delivering content. By pushing out content, you’re asking your audience to engage with you. When they make an effort to initiate a  conversation, you should be quick to respond. 

Be Available

In the same way that you’re available when a person enters your business, you should make yourself available online. This means answering questions through direct message, responding to comments on social posts, and engaging with your audience. 

When responding, it’s ok to show your human side. Even though you’re replying on behalf of your business, you can still be relatable and personal. By personalizing your interactions, you’re showing your authentic self, which will help to make customers feel secure while also building brand trust. 

Ready to take your digital content to the next level? Give us a call to get started

The Leading Digital Marketing Trends in 2021?

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Life during the pandemic has changed drastically from what we were used to, and so has digital marketing. If you want to keep up, here are some of the most important digital marketing trends of 2021. 

Digital Marketing Trends

Digital marketing is constantly evolving, but it’s important to keep up so your brand continues to thrive and grow. At the core of every changing trend is one constant and that’s knowing your audience. Digital marketing trends are aimed at making it easier for you to reach and engage your customers. So, let’s take a look at the latest ways that digital solutions can help you grow you business.

Everyone Is Going Digital

Digital Marketing Trends

The pandemic has caused businesses to rethink their tactics, and adapt their business models to the digital world. Brick and mortar stores are reinventing themselves online, allowing customers to access their products despite social distancing. Ecommerce is booming. This means digital marketing is pretty much taking over any other type of marketing. 

Communication Is Going Virtual

Because of social distancing, the ways in which we communicate with each other have changed hugely. Now more than ever, customers value feeling connected in the most human way possible, which means businesses need to concentrate on having meaningful virtual interactions with their audience. Video and live streams are seeing huge success. 

Mobile-Friendly Is Key

More than half of internet users do their shopping on their mobile phones. That’s too much of a trend to ignore. People spend more time on their phones than they spend watching TV. That means that businesses need to make sure that their websites and online stores are properly optimized for mobile and tablets. 

Focus Is On Core Values

Want to build more trust and stronger relationships with your customers? Your core values are the way to do that. Successful companies in 2021 will be those that have smart messaging about their core values. What does your business stand for? Customers want to know they’re doing business with an ethical company. 

Community Outreach Is Vital

There have been so many social and environmental issues that have come to a boil recently, such as racial and gender inequality. Successful brands will react to those issues and become part of the solution in their customers’ eyes. How is your business making a difference? The ultimate way to connect with your customers is to join together in a common interest through purpose-driven content. 

Contact us to hear more about how we can help you implement the latest digital solutions to take advantage of the latest digital marketing trends.

Achieve Your Business Goals With These Essential Website Ingredients

Essential Website Ingredients

Creating a website is often the first place that businesses start to build their online presence. A web site an invaluable marketing tool, but you do need to design strategically. We understand the world wide web and its infinite opportunities can seem daunting, so let’s keep it simple. Here are the essential website ingredients that can help you achieve your business goals. 

Figuring out essential website ingredients

The perfect website will marry your business goals with the needs of your customers. It should be a bit of tit for tat; you scratch their backs, they’ll scratch yours. Before we can start to design and organize your website, we’ll need to: 

  • Understand your ideal clients 
  • Understand your business goals

Understanding your ideal clients

If you’re going to design a website that speaks to your ideal clients and provides them with the resources and information they are looking for, we need to know who they are, how they think, and what they are searching for. 

Understanding your clients will help you find the right tone and communication style for your site. Knowing why your clients might need your services can help you figure out what type of content to include. Think like your clients. If you were a client looking for your products and services, what would you be searching for online? What terminology would you use? 

Achieving Business Goals
Before we understand which essential website ingredients are needed to achieve your goals, we need to understand your business goals.

Knowing the language and terminology your clients use is crucial. One of the biggest mistakes business owners make online is to talk in industry jargon. Remember that most of your clients aren’t experts, so take a minute to familiarize yourself with how your clients refer to your business so that you can speak to them in their language, not your industry insider language. 

Now, let’s look at how your website can help you achieve your business goals. As we said, this is not a one-sided relationship. 

Classic business goals

Let’s go through a few classic business goals and what types of essential website ingredients to include to help you achieve those goals. You’ll be amazed at how simple they are, yet, oh, so effective. 

Reaching a larger audience is a classic business goal that most businesses will have on their list. Simply having a website will automatically open the door to many more clients. With a website, all of a sudden, you become much more accessible.

Getting more clients to walk through your door is another common goal. When customers find you online and like what you’re selling, the next obvious question is how to find you. Be sure to include an address, map, and driving directions. 

If you’re waiting for that phone to ring? You guessed it. Put your phone number on every webpage!

Connecting with customers and building a larger client base is something many clients want. Building connections with customers leads to loyalty, trust, and referrals. Include a way for customers to ask questions or leave reviews. Be sure to advertise other reviews and testimonials. Finally, your about page is a wonderful tool to connect with clients and tell them your story. 

See, it’s that simple. Of course, there are many other elements and ingredients to a dynamic website, but it doesn’t have to be complicated. We can walk you through it, organize your site, simplify the user experience, and helping you achieve your business goals by including the essential website ingredients that are right for your site. 

Let’s get started!

Three Reasons to Outsource Digital Marketing

Outsource Digital Marketing

Sometimes the smartest thing you can do as a business owner is to recognize that you can’t do everything yourself. As the boss, you need to acknowledge everyone’s skill set and apply it the best way possible. In short, you want to work smarter, not harder, to improve efficiency, productivity and cut operational costs. Anytime you can lower the cost of doing business, you raise your profit margins. An area where many companies falter is digital marketing, begging the question: should you outsource digital marketing?

Why you should outsource digital marketing

We believe there are three undeniable reasons for a company to outsource digital marketing:

Outsource Digital Marketing
Time is money. Outsource digital marketing to free up your time.
  1. Time
  2. Money
  3. Resources & Expertise

Time

There’s never enough time in the day to get things done; every boss will tell you that. Time management is one of the pillars of a successful business. Outsourcing your digital marketing allows you to free up time for your employees to focus on more important things. Putting together a successful digital marketing strategy and then implementing that strategy takes time. Unless you can afford to have someone on staff who can execute your digital marketing in-house, the best thing you can do from a time management perspective is to get this off your schedule and over to a third party. 

Money

Handing over your digital marketing to a digital marketing company will cost you some money, but the time you save will allow you to make up the cost by selling more products or signing new clients. Think of how much more you could be earning if you didn’t have to waste time on Facebook and writing a blog?! As you start to see success from your digital marketing, you’ll need all the time you can get to deal with clients and sales. 

Resources & Expertise

Finding the best person for every job is good for business. If you don’t have an expert in digital marketing on your staff, outsource to a third party with the resources and the expertise to create and execute your digital marketing strategy. Why waste your time learning the importance of SEO, building an online profile, or setting up a Pay-Per-Click campaign on Facebook when three are cost-effective and result-driven companies who can handle all that for you? When you outsource your digital marketing, you are getting a full team of experts and access to their entire knowledge base and resources. 

Your time is best spent elsewhere; leave the digital marketing solutions to us. Let’s get started!

Engaging Authentically With Consumers on Social and Environmental Issues

Engaging Authentically With Consumers

Consumers want to support companies that share their core values. It’s no longer enough to have a great product or service. An increasingly effective way to engage and attract your target audience and to connect with consumers is by highlighting your social and environmental initiatives and efforts. Younger generations, in particular, are looking to companies and corporations to lead the charge for change. When it comes to engaging authentically with consumers, don’t be afraid to take a stand and share your social and environmental issues. 

Why engaging authentically with consumers will help to grow your brand

While almost all consumers care about a company’s core values, they are just as skeptical about companies flaunting their efforts publicly. If your company takes a stand on social and environmental issues or makes donations to charities, it has to be authentic. Consumers can smell inauthenticity a mile away. Your participation shouldn’t be performative; it should come from the heart. Never support an issue because you believe that it will give you access to a certain demographic; supporting issues because you believe in those issues will lead to engaging authentically with consumers who share your values. Your priority should be to do good, not to increase business. Increasing business is simply a bonus. 

Connect with consumers
When you engage authentically with consumers and share your core values you’ll build stronger bonds based on trust, confidence, respect, and integrity.

Community involvement engages local customers

National and global corporations have big platforms to share their efforts and promote their corporate social responsibility globally. For small local companies, taking the initiative and being involved in community efforts will make a strong impression on local consumers. Companies driven to make a positive impact locally or globally are more attractive to consumers and inspire confidence and loyalty. A purpose-driven company will have an easier time engaging authentically with consumers who are increasingly looking to companies to lead the charge for social and environmental change.

Sharing social impact initiatives

Consumers won’t know about your social and environmental initiatives unless you tell them. Don’t be shy about your efforts to do good and to initiate change. If you support social causes or take the initiative to help feed your local community and families in need due to a natural disaster or, say, a global pandemic makes sure that you share those efforts on your blogs and social media platforms. It may feel like your touting your own horn or humble bragging, but sharing your initiatives can be a call to action, encouraging your community, employees, and customers to join in your efforts. Lead the charge, and people will follow, creating a bond with consumers that is hard to break.  

As long as you are engaging authentically with consumers they will respond positively. Impressions can help you create content that highlights your social and environmental issues, engaging authentically with consumers, and growing your brand awareness.