Facebook is a powerful force in the online marketing world, easily second only to Google.

You won’t find a member of Gen Y who isn’t using it and, over the past five years, Facebook’s “mature” user base has grown considerably.

This growth is continuing with the increasing use of the platform by businesses around the world. The general attitude towards FB is becoming “if you are in business, you must be on Facebook.”

But why? If your business is only doing Facebook because “that’s what the others are doing,” then you might just be wasting your time.

And a small business owner doesn’t have any time to waste!

You should only get into Facebook if you have established a real goal for doing so. Your business’ goal for entering the world of Facebook could be to:

Humanise your business and brand in the eyes of your customer.

Genuine interactions and their associated connections are integral to any form of social media and Facebook is no different. It allows a business to put a human face to a brand that people can relate to. Through Facebook, your business can engage in one-on-one conversation with customers, share tricks and tips about your industry or display your latest wares after a customer has bought them, encouraging others to do the same. These types of “relationships” with your customers, draws them closer to you and much more likely to use your services or purchase your products.

Get people talking about your business.

The average user has, on average, 130 Facebook friends to share with. Imagine what could happen if you could get in front of those 130. If your brand is compatible with these people and engages with them, they might just LIKE you as well!

If only ten from that number decide to LIKE you, pure mathematics shows that the growth of your exposure would be exponential (10 x 10 x 10 x 10….). There is no other (free) marketing method that can match this. Facebook also has paid options that can expose your brand to even more around the globe.

Directly target your ideal demographic.

Facebook knows everything about you. In your profile, you have entered your location, age, hobbies, even your favourite brands in some cases. A user would be naive to think that Mark Zuckerberg only wanted this information to help you share with your friends. Zuckerberg wants this information so that his company can sell targeted advertising.

As a business with a little advertising cash to spend, this is a golden opportunity. With such detailed information on hand and using Facebook’s paid advertising, a business can market more directly than ever before. For example, if you wanted to target expectants mothers, aged between 20 and 25 who live on the Sunshine Coast, you can. Your business information, once you set up an advertising account with Facebook, will appear on the pages of your exact target audience.

Put your business in front of your customers every day.

Even if you don’t opt to pay for advertising on Facebook, once a (potential) customer has liked you, any posts that you make on your Facebook business page will automatically appear on their feed. Don’t abuse this by posting multiple items a day (which will lose your following) and you have a “friend” for life.

Continue to offer conversation and social interaction, build that relationship up and you have a client who won’t look elsewhere for your goods and services.  A branded Facebook page is a very powerful way to expand your audience and increase the overall awareness of your business online.

All business owners would (or should be) be aware of brand consistency – the practice by which the logos, colours and style of a company are shown in the same manner anywhere the business is seen.

McDonalds restaurants are the kings of this consistency – wherever a McDonalds in located throughout the world, there is absolutely no doubting which brand is in operation. This is done through a stringent company manifesto that steadfastly lays out the strict guidelines that must be adhered to. Even companies such as Facebook, LinkedIn, and Instagram – who allow others to use their logos in various applications – have these guidelines to protect their public image.

The process of consistent branding is so important to building a recognisable business.

A sense of consistency is important in many facets of business – processes, system, employment, discipline and even the layout of offices. So why do many businesses neglect consistency within their websites?

Browsing the web in the past week for inspiration, I came across sites that clearly had been updated with absolutely no thought to maintaining a consistent look throughout the pages. One business was so glaringly bad at this, its website inspired me to write this post.

It wasn’t the design of the site that was bad – it actually was quite attractive. The site was ruined by the fact that it had been handed over to the client and they had no idea about how to keep “the look” of the design flowing throughout the pages. On the front page itself, it was very clear to see where the professional designer had finished, and the website owner/administrator had taken over. It made the company look unprofessional.

The sad part is that this problem is so easy to avoid. Here’s five tips to keep your site consistent with your original “vision”:

Tip #1: Fonts

Use the same fonts throughout your site. Resist the urge to try out every new font that you discover on your website’s Content Management System. Novels and magazines don’t generally change fonts halfway through and neither should your website. This applies to both main text segments and the titling through the site.

Tip #2: Alignment

Centre Alignment has its place however it isn’t in a large portion of text. By centring text on a web page, you are forcing your viewers to re-adjust their eyes for every new line beginning. Think of other texts that you may read during your day, such as newspapers, and you will realise why left alignment is used on all of them.

Tip #3: Colour and Font Weight

As in tip #1, don’t experiment with colours and font weights throughout your pages. Sure, colour can grab attention when required however try not to make your website look like a technicolour rainbow. Font weighting should be consistent too – use BOLD text in the same place each time, for example, on the subtitles within your content.

Tip #4: Image Presentation

If you insist on using borders and shadows around your images, make sure they are used consistently. Don’t apply styles to some and neglect it on others.

Tip #5: Use a Format tool

Luckily, for those of us who use WordPress as a CMS framework for our pages, we have some great plugins that will make the above tips easy to implement.

The plugin Kadence Blocks includes many formatting options. The side panel and options bars included with this plugin can be quickly coded by your web developer to include all the styles that you need for your site. All you have to do is highlight or select the text/image for the style to be applied to and then select the style. You don’t need to search for font types, colours, weights or anything.

A word of warning to potential customers of Tropical Coast Web Design – it’s my role as your web developer to ensure that your website looks good and works well so I will ring you up and let you know if your styles are out of whack – nicely of course. I will also offer our full support to help you present your information in a consistent style. After all, it’s my job to help you look your best – a cohesive and constant appearance is vitally important to the overall success of your website.

In the ever-changing online world, one thing seems to be staying consistent and that is the ongoing development of social media.

Rather than being a fad that will go away, social media is a major growth industry and the main players have evolved to suit the changing nature of their users.

As a business, you need to be crazy not to incorporate some form of social media into your marketing strategy. But which ones are suitable for your business? You could take an all-bases attitude and have each one covered however if you are “flying solo” like me, this can take a considerable chunk of your time away from the key roles in your business.

Let’s have a look at the top four, how they are used and whether they are suitable for business use:

#1 – Facebook

The “Godfather” of social media. Great for engaging with your customers and can be used in effective ways to market your business and study your clientele. For example, Black Milk Clothing uses their Facebook page as an integral part of their strategy to gather information from their clients, what they are choosing to wear and what they want to purchase next. If your client is strictly B2B (business to business), Facebook probably won’t be of much use to you because you need social information about (or interaction with) your customers.

Suitable for: Businesses that provide personal services and required social interaction.

#2 – Instagram

Instagram allows the business owner to collate instantaneous image content for their business through the simple use of imagery and hashtags. It also can be used to great effect in establishing oneself as an expert in a field and a key person of influence. Some influencers, through the sharing of consistent, high quality images, have managed to create following of millions.

Suitable for:  Solo Operators and Businesses.

#3 – Linked In

Linked-In is generally known as the professional’s network and it allows businesses to link individuals who can come from a wide variety of fields. For example, on my Linked-In profile, I have links to a number of my clients. However, the real value comes from links to mutually beneficial professionals that support my field of business such as copywriters, printers, and business coaches. Linked-In’s usage can be a little slow to start but builds great momentum once you gain a few professionals in your network.

Suitable for: All types of businesses once the initial network has been established. It is just the thing for B2B networking.

#4 – What else is out there?

YouTube is also a type of social media. If you are unsure of its capabilities, take a read of Gary Vaynerchuk’s “Crush it!” – and you will discover a whole new power to YouTube.

In conclusion, there is just one question that you need to ask yourself before signing on for any social media for your business: What is your ideal client using? Hopefully, after you have read the above and evaluated each of the platforms, you should be able to determine the answer to this if you know your clients well.

If not, a very simple step could be to ask your clients the next time you interact with them, or alternatively, make the enquiry part of your initial research into any new customers. Social Media must not be ignored; it has too many benefits and can help you drive your business up to the next level in its marketing effectiveness.

As you may be aware, Search Engine Optimisation (SEO) is crucial to the success of your website.

Even if you have the most effective, well-designed, and comprehensive website in the business, it won’t amount to anything if it can’t be found on major search engines. The statistics below support that if your site isn’t on that all important first page of results, your website could be practically invisible to most internet users. 

In monopoly terms, the first page of Google is Mayfair and Park Lane, anything else is Old Kent Road.

• #1 in a Google search gets 32% of all the clicks.
• #2 in a Google search gets 17% of all the clicks.
• #3 in a Google search gets 11% of all the clicks.
• 92 out of every 100 people who search on the internet do not go past the first page of their Google search.

Statistics courtesy of Chitika – Online Advertising Network

Small business proprietors often hand over the reins of their SEO to outside agencies, some of which are expensive and over-rated. What these business owners don’t realise is that there is a lot that can be done without any outside help at all. In this post, we will look the essential items that must be attended to for successful Search Engine Optimisation.

Note #1: For the tips below, it is assumed that you have access to your site with a Content Management System. If you don’t, then you are already behind the times. Upgrade that site today!

Note#2: For WordPress owners, make sure you have Yoast SEO, or All-In-One SEO installed in your plug-in. For other CMS’, do a Google search and find out the equivalent for your system. There are dozens of options.

#1 Page Content

As has been discussed in previous blogs, you must fill your pages with useful, appropriate, and high-quality content. The whole purpose of your site is to provide a service to your clients and prospects. Don’t lose sight of that goal! To boost your SEO, you need to use a mix of inbound and outbound links and this won’t happen without content that is helpful and valuable to your visitors.

#2 – Page URL

This is the name of the page that is used in the address bar of the web browser. If possible, use a couple of keywords in the URL that globally describe the content of the page. Don’t use spaces or underscores as these can confuse the Google bots, instead use hyphens to separate words.

If you are a WordPress CMS user, check your permalinks in the Settings section of your dashboard for this item.

#3 – Title Tags

A title tag is the small snippet of information that gets displayed at the top of a web browser. For your site, use your SEO plug-in (see above) and ensure that each page (and post) that you create has a relevant title tag that includes keywords from the text on the page.

#4 – Image ALT Tags

In the “old” days, ALT tags (the text that pops up when floating a cursor over an image) were used primarily to help visually impaired users of the web. These days, in additions to this important role they still play; ALT tags can be used to boost SEO by including keywords in them once again.

Are you starting to see a theme here? KEYWORDS are everything to SEO!!

#5 Keyword Overuse!

Despite what I have “pushed” throughout this post, Google will apply penalties if the keywords you use override your content. This is to prevent the brazen old practice of loading a page to the brim with visible and non-visible keywords. Nowadays, the content relevancy has been added into the Google page ranking algorithm and keywords must only make up between 5-7% of the overall page information.

Once you take care of the above, you’ll need to wait patiently for Google to re-index your site so that you can see the benefits of your efforts. If you don’t get the results that you want, look over the list again, check your site statistics and ensure that you are using the terminology of your potential clients. The question to ask is – What are they typing into Google to find you?

The New Year is fast approaching and, as usual, will be ushered in with a flash of fireworks and cheers of excitement.

On the 1^st of January 2023, people around the world will be opening their bleary eyes with the hazy promises of New Year’s resolutions swimming in their heads. Most of these will be along the lines of losing weight, getting fit or maybe saving more money; all personally focused ideals.

So how about a couple of New Year’s resolutions for your business website?

Maybe the site hasn’t performed up to your expectations in 2022. Perhaps you didn’t get the bottom line via your site that you hoped for. Or is it sitting dormant and not doing a thing for the customers that it is supposed to attract?

There’s no time like the lead up to New Years to take a good look at your site and resolve to make it into a site that your clients really need. Here’s three tips to make it their #1 choice when searching for anything in your industry.

Tip #1: Create helpful and informative content

Look at your site content and make sure that your site offers more to its visitors than just items or services for sale. Statistics have shown that a site that provides helpful and informative content has a lower bounce rate (people who bounce in and out) and a higher conversion of visits to sales.

Your content could include a blog (just like this one), how-to videos (embedded from your YouTube account) or downloadable fact sheets. There are a multitude of ways that you can help your clients – choose something that is suitable to your industry.

Tip #2: Make it easy to find your site in Google

Search Engine Optimisation (SEO) is no longer the realm of the experts. Sure, they may be able to squeeze out those last couple of places but with easy-to-use plugins such as Yoast SEO and All-in-One SEO, page optimisation can be done quickly and easily. In most cases, it can be done when the new content is being created.

Just by adding a simple description of the content and a few carefully chosen keywords to every page, you increase the chances of the content being found on Google. And by improving your chances of your information being found, you are making it easier for people to find it.

And that, ultimately, is the whole purpose of SEO.

Tip #3: Get your social media happening

Here I go again – harping on about social media. I still firmly believe that the secret to success behind most websites is an integrated Social Media approach. If you can make people like your business through your Facebook posts or Twitter tweets (or whatever your poison), then the chances of them visiting your site increase tenfold.

You can use social media to help your clients find what they want with the implementation of a carefully planned approach. Whilst building a new ecommerce store recently, I came across a number of ways to use a social presence to make any site an essential visit to prospective customers.

• Integrate a Wish List system into your ecommerce store. Customers visit the site and create a wish list which they then post to their Facebook page for others to purchase for them. Very helpful for prospective mothers and brides-to-be (as a couple of examples).
• Use a Social Media login for regular customers (i.e., people can use their username and password from Facebook, Google+, etc. to login). Saves the needs to invent a new login for every site a person visits – no-one likes to do this!
• Integrate Instagram tags into with product pages so that whenever a customer displays your product on their Instagram account (using the tag), it automatically appears on that product’s page. Great for clothing sites – your clothes can be seen on everyday people just like you and me as opposed to the models that may be used on the site. Check out Black Milk Clothing for a notable example of this.

If you can get those three strategies under your belt leading into 2023, you have put yourself in good stead for the remainder of the year. As any seasoned website owner or manager will know from experience, running and maintaining a successful website is not a “cake walk,” you must constantly monitor a multitude of site components to ensure that your site is working as you want it to. Running a website is hard work.

With a New Year’s Resolution using the above tips, your website is on its way to becoming the site that your clients really need.

Despite all the protection in the world, Spam still appears in our email inboxes every day of the year.

It’s annoying, intrusive, and pointless. I cannot remember a single instance where I have seen an item of Spam and said “Wow! I really must buy something from this business.” In my mind, any business that resorts to “advertising” via Spam deserves no customers at all.

All lot of spam can be traced directly from your website to your email because these two items are often interlinked for obvious reasons. The Catch-22 is – we need our websites AND we need people to be able to contact us via our website. Luckily, with a few simple precautions, your website can be made (almost) spam-free.

Here is five tips that work for us at Tropical Coast Web Design:

1.       Keep all your frameworks and plug-ins “up to date”

If your website runs on the WordPress framework or something similar, there are regular updates that you must be installing. These updates fix known issues in the system and often address any identified security problems.

To install these updates, simply find the UPDATES button on the main Dashboard (in WordPress, at the very top of the screen – other systems have something similar) and update any components that are listed on the page. Note:  It is always wise to back up your site before applying any updates to your system.

2.       Disguise your email if you must display it on a page.

Spambots, the automated “robots” used by spammers to trawl the internet, have been designed to seek out email addresses from business websites to add to their databases. To avoid your email address being used, you can disguise your email address inside the code of the website (you may need your designer to do this).

Simply substitute the @ symbol for its code equivalent (@) in your code. Your email address will look the same on the site however the Spambots will see something totally different and ignore it completely!

3.       Use a high-quality Spam filter in your CMS

Most savvy computer users have a spam filter attached to their email program to snag any of the nasties trying to slip by. These filters can also be installed on your Content Management System to prevent Spam comments and emails being sent to/from your site.

Two of the best I have found for WordPress are Spam-Free WordPress and the generically installed Askimet. Be warned that Askimet is only free to personal bloggers – for a business site, you will need to subscribe with a monthly payment. Spam-Free WordPress is completely free and currently the install of my choice – it does an excellent job.

4.       Include a “honeypot” on your contact form

A honeypot is an invisible field inside your contact forms. Cleverly written, Spambots are designed to fill any fields that you have on your forms and submit them. With a honeypot, the Spambot will complete an invisible field by default (a human can’t see it on screen and therefore can’t fill it out) and your CMS will recognise this as an act of Spam. Bang! Stopped at the first gate! Simple but effective.

5.       Alter your .htaccess file to block continued spammers

This is a system file that is loaded from your server when anyone visits your site and controls some of the site configuration. Certain codes can be included in the .htaccess file to help prevent spam and malicious attacks but as it is a V.I.P. file, you would best leave the coding of it to your web developer.

In the worst-case scenario, rather than just receiving Spam, it can be coming OUT of your website, addressed to others from you! In this situation, people around the world will receive spam emails FROM your email address – not a good image for any business.

This nasty attack is called “Spamvertising” and is caused by an actual security breach (hack) into your web server.

The number one way to prevent this sort of hack is to keep whatever framework your site is built on up to date with the latest updates and patches. The programmers who create these frameworks are generally at the top of their game and will be acutely aware of anything (or anyone) attacking their systems.

Do you have a spam problem? A client approached me recently with a significant spam problem – over fifty emails a day from their website’s contact forms. Using the five simple tips above, I have reduced their spam back to a much more manageable level (less than one or two a day), for which they are very thankful.

Of course, no system will be foolproof but with a few simple precautions, a major Spam problem can be reduced to no problem at all.

Let’s face the facts, everyone knows a good-looking website will grab your attention straight away.

If it is striking to look at with engaging colours and flair, then we most likely will drop in for a closer inspection. But if that site (and its associated business) has no apparent brand character and it does not try to engage with us, that visit to the site may be quite short. We quickly remember that we are visiting for a particular reason and any site that fails to recognise this, going for appearances alone, will lose out on many potential customers.

There are a number of items that need to be taken into consideration whilst building and maintaining a successful business website. Read on and determine whether your site has character and purpose or just shallow “good looks” …

Do not overwhelm your visitors with information

Some websites are far too wordy for their own good. “Short and sweet” should be the general rule of thumb with text content, and sometimes imagery, on a site. Your site visitors are not there to read the entirety of “War and Peace” about your business. Just give them the information that they need in short concise paragraphs, being sure not to leave out any vital details in the process.
Try to use a language that is engaging (not robotic). As I write this marketing blog post, I am speaking it as I type, trying to keep a professional tone balanced with a friendly style (I like to think of myself as a friendly kind of person). Try to be helpful in the information that you share so that potential customers, even if they do not buy, come away with positive vibes about your business. You never know who they might send your way.

The Hook and Call to Action

We have all seen the cheap and nasty commercials on TV – SALE, SALE, SALE, BUY, BUY, BUY – like those for Super Amart or cheesy rug warehouses. Please do not try and replicate this on your site! The main difference between the two mediums is we do not choose what advertisements appear while we watch “My Kitchen Rules” (or whatever your TV poison might be). We do choose what websites we visit.

Try to avoid the hard sell, instead, lead your potential customers towards a sale through the form of some type of engaging story (quality TV ads use this methodology too). An online pool sales website might tell the story of a young family looking for an escape from the summer heat. A business in computer sales to young people may discuss the latest games and the hardware needed to play them. My new portfolio (coming soon…) will display my latest sites and the motivation behind their construction.

Once you have told the story and (hopefully) hooked the customer on what you have to offer, make sure it is blatantly easy to purchase from you. This will involve a distinct “Call to Action” somewhere on the page. They are vital to making the transition from potential customer into actual customer.

Use a consistent brand message

Make sure the tone of your site fits in with the image that you are trying to project to your prospects. Some web designers love to show off their skills, producing out-of-this-world proposals that might not exactly fit the desired brand message. For example, a website for a business that sells baby furniture would not suit a “grunge” style design, even though it might look fantastic.

Along these lines, be sure that whatever website design you create ties in with the current branding you have used in the past. I am a firm believer that a site should work with the layout designs of your business cards, stationery, emails, signage, etc. When building a new site, you may opt to completely re-do all the above but ensure that that the message and style from each is consistent with the business’ brand.

While you are creating or adjusting your site, always keep in the front of your mind why people are seeking out and coming to your business. A potential customer is there to find out what you are all about, what you can offer them and how they can get it from you. They are most definitely not there to say “Wow, pretty website!” so make your site worthy of their visit.

The reason WordPress is so perfect for a wide range of web development purposes is the vast range of add-ons (known as plug-ins) that are readily available for it.

Mostly these plug-ins are free for commercial use (the occasional pro-version purchase is required) and they can be installed in no time – almost instantly enhancing the capabilities of a website.

Here is some of the plug-ins that Tropical Coast Web Design has integrated into customer sites – along with the addresses of those sites so you can check them out for yourself.

WooCommerce

If you have been looking into building an online store using your WordPress framework, there is an extremely high chance that you have come across WooCommerce.

Currently the most popular e-commerce plug-in in the world, WooCommerce is open-source (this means the code is available for free) and runs online shops for all types of business – from the exceedingly small right through to the large corporate-sized stores. It has numerous add-ons that further enhance the shopping experience (shipping, shopping cart, etc) and has PayPal integration built-in saving the store owner the worry of collecting credit card information.

Setup time: Lengthy (depending on size of store)

Our Work: Hinchinbrook Honey, Jane Bari Design, Heat n Eat and Engine Guard are just a few sites in which we have used the WooCommerce plugin to create successful, automated online stores.

Booking Calendar

The Booking Calendar plug-in enables online booking services for accommodation sites such as Bed and Breakfasts, Motels, and Hotels. Website visitors can check the availability of various accommodation types using an intuitive calendar style interface. Bookings are then registered through the site’s dashboard with the website administrator for approval. Once the approval is given, emails are automatically sent back to the customer confirming the booking.

Setup time: Two hours (approx.)

Our Work: See the Booking Calendar in action on the site for Vista Hinchininbrook, integrated with AirBnB and Bookings.com

Appointment Booking Calendar

This plug-in is fantastic for accepting online bookings from available times shown through an on-screen calendar. Once a time has been set, the customer can then pay in advance through built-in PayPal integration, once again meaning no credit card information has to be stored on site.

You can use it to accept bookings for consultations, interviews, transportation, and a multitude of other activities. The plug-in also allows the site administrator the ability to define the number of bookings that can be accepted.

Setup time: Two hours (approx.)

Our Work: We have integrated this plug-in on the site for Co-Habitat (Townsville)

Calculated Fields Form

The Calculated Fields Form allows the website administrator the ability to create forms that will dynamically calculate various fields of information and then display the calculated values. The setup includes a form builder with pre-set calculations, or you can create your own from scratch.

The plug-in can be used for creating calculations for a variety of purposes including general calculators, weight monitoring and quotes for rentals of all types.

Setup time: Two hours (approx.)

Our Work: Tropical Coast Web Design uses the Calculated Fields Form plug-in on the website for The Lock-up, Bowen. Site visitors can choose a self-storage size and select the period required. The plug-in then calculates the overall cost for the storage period.

If you feel that any of these plug-ins would add to the experience of visiting your website (or maybe some different ones), please contact Tropical Coast Web Design. We will look at what we can do for you and provide a free detailed quote on the installation and setup of the plug-in for your particular website.

A small amount of research into promoting your site with the search engines will always uncover the same simple fact: fresh content on a website = more chance of success with those search engines. Even with Google frequent updates of their search algorithm (the “secret sauce” they use to rank web pages), site content has always a vital factor in determining the way that a site appears in search rankings.

But in addition to this search ranking, the actual content of a website determines its success in the long run for a number of factors. Without the content being of some value to those visiting the site, a web page will quickly lose potential customers and fade into obscurity.

Fresh site content encourages your visitors to return

If the first impressions of your website are positive and the visitor immediately feels that there is benefit in doing so, they may “bookmark” your site for future reference. But what happens when they return in a couple of months and find that the content of the site has not changed and has not been updated? There goes that bookmark!

Adding a Blog to your site allows you to sit down (once a week or once a month) and add fresh information for your site visitors. Adding a social media (or two) such as Facebook or Twitter can also be of benefit as whenever you post a status update or a tweet, these will be “beamed” straight to your website. Viola – instant content!

But you cannot just post any old information, and this leads us to the next point…

Fresh content provides value to your Site Visitors (for free!)

Your fresh content could be in the form of a Blog (originally known as web-log). In a blog, businesses could easily discuss industry relevant news such as the latest technologies being implemented. Alternatively, the Blog could the form of problem-solving advice and tips (just like this one!). Or it could simply outline the movers and shakers in the company that month. Whatever the Blog’s theme, the most important factor is to provide the site visitor with information that they will value and return for more in the future.

Browsing through business websites, it is clear that many have chosen this option however it is also apparent that most blogs are drastically out of date.

Valued Content = More Site Visitors = More Chance of Conversion

Fresh Content helps builds your personal brand as a KPI in your industry

Although the acronym KPI stands for “Key Performance Indicator,” it has also evolved to represent “Key Person of Influence” in business circles, both here and abroad. To become a “real” KPI, a businessperson must position their personal brand as a leader in their industry, a person for others to look to when they need advice or services.

To do this, a KPI must project their knowledge on the masses. What better place to do that than on your own website? With an adequate Social Media plan, any aspiring KPI’s could Blog, tweet, and Facebook their way into the minds of their peers and prospective customers. Once again, the content of the site must be relevant, professional and project authority in the information that it presents.

This is a long-term strategy, not something that can be done overnight. But the entire process, whether KPI or not, will lead to higher quality content on the website and this can only be good for the online marketing of your business.

Conclusion

When a business fails to keep their website content current, they are diminishing the entire point of having a site in the first place. It is paramount that content be kept fresh and relevant to those potential clients of a business who seek their services or products. Not only does fresh content make a business easier to find in the search engines but it increases the chances of a sales conversion.

It has long been recognised that certain colours can invoke certain emotions in people.

Some colours automatically convey an instant importance such as the colour red which grabs attention or can warn you to stop performing a particular action (traffic signs, no smoking, and danger). Other colours can be associated with an emotion: orange conveys a feeling of warmth whilst blue can exude a feeling of tranquillity. These feelings and emotions have been ingrained into human psyche and we can feel them without even acknowledging that we do.

What most people may not be aware of is that colour can be and is used in brand marketing and design to incite the same type of reactions. Can you imagine an all-action brand like Red Bull using any other colours than red and yellow? Would you feel the same emotion if they used a combination of blue and grey? Not a chance.

The possibilities of how colour psychology can be used in everyday marketing are endless. A couple of suggestions could be:

• Paint your office
• Using images in your materials that include plenty of the colour you are trying to convey.
• Vary your text to include colours.
• Weave your colour throughout all your branding materials.

What about in your website design and content layout?

Colour can be used to significant effect to drive customers into making decisions whilst visiting and interacting with your site. Your Call to Action must be in colours that incite some form of reaction from the site visitor. Your branding needs to be created to invoke the same feelings as done so successfully by the brands in the infographic above. Your content presentation needs the same level of attention too – too often a site is “let down” by poorly implemented content layout.

To avoid mismatching of colours and the wrong colours being used, make sure your designers have been fully and clearly briefed on:

• your business’ mission statement.
• why you do what do.
• what your business wants to be known for.
• who is your target audience.

While you are in discussions with your designer, ensure that they are acutely aware of the appropriate colour choices for your brand and business.