In our redesign blog so far, you’ve seen how design, build, optimization, and link building are all important parts of a website redesign. The last two parts that tie it all together and complete the project are content and social media.
Content not only explains who the company is and what they offer, but can ultimately lead to a sale. For example: Would you buy a bicycle that “gives you the ultimate riding experience” or a bicycle that “is fun”?
As a marketing company, we needed to make sure that our content was interesting, readable and informative for our website’s visitors.
Condensing… and Condensing Again
Since we began our business, our digital marketing agency has gone through many rounds of revisions. When I began working for Prager, the content on our website was very informative, but very long. One of the first things I did as a content strategist was rewrite all of our pages so that they were shorter and easier to read.
When it came time for our complete redesign, however, we as a team decided that we really didn’t need much content to explain what we do and how we do it, so we set out to deliver our message in fewer words.
Our next step was to decide what kind of voice to give our company. After looking through the web pages of some of our main marketing competitors, we decided we wanted to come across as honest, personable, and to-the-point.We narrowed down our list of marketing solutions to the most important nine and decided that each page should simply state what the solution is and how it can help your business (because, seriously – who wants to read through 500 words just to get to a point that could been made in the first 20?).
Redoing the Results
Our results pages (formerly “case studies”) also got a great makeover. While shorter content was great for our solutions, we wanted to go in-depth on our results pages and actually explain how we helped other businesses. That’s exactly what we did. We explained our solution strategy for each business and how each one helped them grow. (Check them out here.) When we finally finished the content, our website not only had some great information, but our voice made us feel more like the marketing agency we really are.
When it comes to redesigning a website, you may not think about social media, but in these crazy technological times, social media is a must. As a business, it helps you build your reputation, spread your name, create relationships, and gain potential customers.
In order to create a successful social media campaign for our Internet marketing agency, we had to figure out which platforms we wanted to be present on. While some platforms are better for certain industries than others, (like Pinterest is better for a handmade purse business than LinkedIn), we decided that we wanted to try our hand at the major ones – Twitter, Facebook, Pinterest, and Google+.
We created customized profiles for each one that included company info, interesting backgrounds, photos, history, and anything else we could include. Then the big question was what to post, when to post it, and how often to post it.
Numbers, Numbers, Numbers
Each social media platform has its own set of unspoken “rules” regarding how often you should post things and what time of day you should post them at. When you read the various social media blog articles throughout the web, you’ll find that different people say different things. One blog will say “don’t post on Facebook more than once per week” while another will say “post on Facebook every day.” So who’s to believe?
I decided that a trial-and-error approach might be the best way to figure it out, so over the course of a few months, I decided to vary the number, time, and even content of our social media posts. When it came to Twitter, I tried posting a tweet every hour, then tried every two hours. On Pinterest, I pinned both interesting visuals like food and architecture and marketing-related things like website designs. On Google+, I left both informative comments and witty comments on interesting article posts. For Facebook, I posted on the weekends to see if I received any interaction.
…and the list goes on.
After monitoring clicks, likes, re-tweets, and the overall interactions of our followers, I came to some conclusions:
1) The best time to post on Pinterest is between 2 p.m. and 5 p.m.
2) People aren’t interested in marketing-related Facebook posts on the weekend.
3) Tweeting to others in your industry is a must.
4) People love photos of architecture.
5) The best time to post on Google+ is from 9 a.m. to noon.
Once we had a presence on each platform, we linked them to our website so that visitors could easily find us. We even changed our link icons to make the platforms more colorful and visible.
Now, we have a strong social media presence that continues to grow.
Next week, stay tuned for “A Prager Redesign, Part 6: The Overall Project.“