Published by Jane Cirigliano , December 30th, 2016
As we enter 2017, I find myself reflecting on the changes I have seen in the digital marketing sphere over the past 15 years. When I started at OffWhite, digital marketing was dominated by websites and what we would now consider very rudimentary SEO. That was pretty much it.
With the advent of social media, analytics, marketing automation and too many other digital spokes to list, we now have so many options that we often lose track of the ultimate goal of all digital marketing: connecting with a customer at the right moment to create a lasting relationship that translates into sales—and in a perfect world—brand advocacy.
Despite all of the changes in digital marketing, in the life sciences B2B world, your website is still the center of it all. Every email marketing campaign, social post, content marketing tool, lead generation effort and advertising activity draws customers and prospects to your website, where you can capture their information and provide personalized content that delivers value and creates customer loyalty.
So how do you know if your website is doing a good job? Here are 10 key performance indicators of a strong website presence. Read on and see how your website stacks up.
- Easy to Find. Before your customers can engage with your brand, they must be able to find you. SEO is ever evolving, and we expect 2017 to see even more changes, especially in mobile. It's not all about SEO though. Paid traffic can also generate new business, if monitored correctly so you don't overspend. In addition, third-party traffic sources such as social media, directories, forums and even paid product listings provide quality traffic and leads. The trick is to monitor incoming traffic and leverage the sources that generate the most (and best) leads.
Inform Customers. Once your customers (and prospects) have found you, your website needs to deliver the right information at the right time, speaking to where your customer is within the buyer journey. If a customer is searching for application-specific information that fulfills a specific need, your website's content must be categorized in ways that are simple for customers to locate, even if there are multiple pathways to reach the end goal. Which leads us to...
Lead Customers on a Journey. Not only should your website inform customers, but it should also take them on a brand journey that tells a story. Whether you incorporate customer success stories or simply tell your own corporate story in an engaging way, customers should always be able to see the next step, or call to action. Based on their location in the sales cycle, your website should lead customers to download resources, request quotes, place orders or connect with your company in other meaningful ways. All of these calls to action, by the way, provide your sales team with leads, which we will review further in #6.
Personalize Experiences. Once you have acquired customers, it is your website's job to recognize them when they return. Customers, and even prospects, who have shown an interest in particular products and topics in the past should be targeted for personalized content that should be of interest based on previous visits. Cross selling similar products and services can also be achieved when personalized content pathways are created and used to their fullest potential on your website.
Engage Customers. In addition to providing on-site personalized engagement, your website should easily tie into other engagement platforms, such as social media and email marketing. By connecting with customers across multiple platforms, with consistent messaging that ties into your overall brand story, you solidify your position and grow relationships. A simple way to re-engage customers who have already visited your website is with remarketing campaigns.
Generate Leads and Sales. Engaged customers not only result in repeat sales, but they become brand advocates that in turn help you generate more leads. Your website needs to be prepared to nurture leads with multiple sales pathways depending on the customer's areas of interest and place in the buyer journey. Existing customers need nurturing too. Value-added content marketing tools such as ebooks, white papers and other resources help you attain leads and stay in front of existing customers with helpful information.
Be Agile. The speed of business does not allow you to wait for a programmer to add new products, resources and other valuable information to your website. Often, blogs and responses to industry news are entry points for new customers. Your website needs to be built on a platform that lets you respond to the market in a timely manner. Anything less puts you behind the competition.
Support Your Team. While your external website is designed to inform, engage and incite action from your customers, your website should have a separate, often hidden or password-protected, area for your internal team. File sharing, sales training, calendars and other internal resources such as webinar recordings, product presentations and sample proposals are easily accessible via Digital Asset Management, all connected to your website.
Tie All of Your Marketing Together. If everything you do—from paid ads and media placements to social media and email marketing—drives customers back to your website, your website must set the tone for your overall brand. Many website platforms can be integrated with CRM, email marketing, accounting systems and more to provide information on multiple data points, all in one cohesive system.
Track Success. Having all of these tools in one place is great, but it means little if you cannot track the results. Your website should either contain server-side tracking tools; integrate with Google Analytics, HubSpot or other third-party software; or offer a combination of both. With a robust tracking system, you can determine the ROI on each of your marketing efforts, making budget planning and campaign management much simpler. Having the ability to track leads generated and customers gained across multiple channels removes guesswork and allows you to focus on conversion rate optimization.
Published by Bill White , November 24th, 2016
This time of year, everyone at OffWhite likes to consider and appreciate the things that make us thankful in our profession. The ability to work with such an amazing array of clients and provide unique solutions to their content, creative and marketing needs brings us great joy. We are so thankful to have been in business for more than 30 years now and look forward to many more years to come.
Thank you to all of our clients, partners and friends for choosing OffWhite. May your Thanksgiving weekends be full of food, family and all that makes you thankful.
Published by Abby Spung , October 13th, 2016
Investing in an outside agency to grow your business through integrated marketing often means a rather large investment. Yet more than money and a few weeks or months of work go into this investment. Like a marriage, the continued success depends on more than the wedding—more than a one-time expense.
Making a commitment to redesign your brand, website or launch a new company is exciting. You get to shop around to find the best people to support your vision and make your special day (the launch day, of course) the most memorable and rewarding.
While the launch day does represent the culmination of your hard work, it also represents the first day of your new bright and promising future. As long as you have a continuing plan.
For OffWhite, and many similar agencies, the goal in working with a client is to eventually step out of the picture and let them take over management of their brand. While planning for eventualities like retirement are a given in a partnership like marriage, this level of forward thinking is not always the norm when businesses partner with a marketing agency.
Many companies don’t want to invest in a corporate standards manual, brand book or curriculum development because they fail to see the value. However, if they experience any turnover, something that is almost always a certainty, they have nothing that explains to new hires how to do the work.
What You Can Do
With the intention of saving money or minimizing expense, many companies hire a marketing coordinator who has exposure to many facets of what we do, like graphic design, video production and marketing. This usually creates minimal overhead for the company as just one person oversees a variety of marketing areas. Yet these cost savings are not without issue.
It is often difficult to find someone who can do this and do it well. Because of the variety of mediums we manage it is hard to find someone who can handle all of that well, particularly at an entry level position. If a company does hire the right person, it is much easier to work with them and have everything set up properly to ensure the continued management of the brand. Yet because of the nature of this position, there’s typically a fair amount of turnover. How do companies then prevent the coordinator’s departure from degrading the business’ identity; does it leave with them?
If you develop a plan for the endgame and do so as early in your agency partnership as possible, you can prepare for turnover as well as what happens when you do finally part ways with an agency, which is really the nature of such relationships today. To know where you are going, you need to know where you have been. Investing in the a corporate standards manual or brand book also helps you track where you have been for the continued growth of your company. The exit strategy and your continued planning for success are just as, if not more, important than the initial project work completed by an agency – otherwise your investment gets lost.
What We Can Do
The model of just staying with an agency is not always feasible, particularly for smaller companies. When we work with clients we try to find a middle ground to develop templates that are sophisticated enough to represent the image they want to present but distilled to a level that someone of limited or varied expertise can do what they need to do in the files once we are out of the picture.
To do that successfully, however, we need to write a corporate standards manual or brand book that explains, without information overload, the step-by-step instructions of the process. This manual is the solution to the inevitable parting of ways between agency and business as well as any staff changes a company might see.
Take the time to understand your investment and what its continuing value can be. As an agency, it becomes frustrating for us when we see shortsightedness and know we can’t do anything about it. Having an end plan is just as much an investment for us as it is for the client. It protects their investment and it protects our time because we can show through our portfolio that this is something we are still proud to have contributed to. If you do anything for your next marketing overhaul, come up with a road map. Just like you plan in life with a career, savings and retirement, you must consider the endgame.
Published by Elizabeth Godfrey , August 25th, 2016
Google continues to make updates and improvements to its cross-device conversions metric which was first introduced three years ago. Starting this September, Google will begin including cross-device conversions under the main conversions column automatically. This change moves the information from the “Cross-Device Conversion” column where it has previously existed and removes the option to manually include the metric under “Conversions.”
What it is
Cross-device conversions track the full search to purchase process of online customers, regardless of multiple devices. Online shoppers who are signed into their Google account across devices, like mobile phones, tablets and desktops, can be tracked to show device usage throughout the conversion process. This means clicks on a Google AdWords pay-per-click ad that originate on one internet enabled device are tracked throughout the search and purchase process on any other device.
Cross-device conversions is still relatively new to Google AdWords. Yet a growing reliance on a variety of internet enabled devices makes it more beneficial than ever to track these conversions. Google’s push to increase visibility of cross-device metrics demonstrates the increased need for companies to invest in responsive website design if they have not already done so. According to Google, “61% of internet users and over 80% of online millennials start shopping on one device but continue or finish on a different one.”
Why it matters
Marketers know the importance of mobile readiness and tracking. Moving cross-device conversion to the main tab makes it easier to find this information and continue, or start, tracking these conversions. Setting up attribution allows you to actually give credit to mobile users for conversions that previously defaulted as desktop users. This provides a more accurate picture of mobile conversions and, ultimately, the ROI for responsive website designs.
Published by Bill White , July 28th, 2016
Bill White, Dan Rose and Russell Cooper share a moment at the July, 2016 BioOhio Conference, Exposition and Showcase in Westerville, Ohio.
The event is sponsored several times each year as a service to BioOhio members and sponsoring companies who are working to accelerate bioscience discovery, innovation, education, research and commercialization in Ohio.
OffWhite is a member of and frequent contributor to BioOhio programs, including integrated marketing presentations on Brand Science and Social Science associated with existing and start-up life science, biotech, pharma and technology innovation companies.
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Offenberger & White, Inc. (OffWhite) is an integrated marketing solutions company based in Marietta, Ohio, USA.
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