3 Steps to DIY a Web Page

Photo courtesy of Word Press.

You have mastered a craft, have an amazing product and are ready to start taking orders, packing shipments and collecting payments. Part of promoting your product is hitting the digital ground running. That means you need a quality website or at minimum, a solid web page.

Start ups are often expensive and funds stretched. A full scale website should be professionally designed when your business is financially ready. During this exciting organic growth period, a DIY web page can be an effective and simple way to get your message broadcast and your product visible. Here are 3 questions to answer while building your web page.

3 Questions to Answer while Building your Web Page.

1. What are you offering?
There are millions of website users so imagine the possibilities! All those people could be really interested in what you are offering… but, what are you offering?

– Be transparent. Selling hand drawn maps? Show us maps! You offer mobile neck and should massages? Great! Tell us the geographic location you are willing to travel.

– Avoid using regional catch phrases (unless your targeting a very specific region.) ‘Sand Shoes‘ in the United States might translate to sandal or footwear for the beach, but in Australia, your potential customers would expect running shoes. Erasers. Pink erasers kids love getting at the start of every school year is NOT what UK visitors to your site will expect. Just a heads up.

“A value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you.”

– Peep Laja, Conversion XL

2. Why Choose Your Product?
Value Proposition. Just making noise on a web page won’t create conversion. No one knows better than you what sets your product apart from you competition. It’s your passion. Tell us about it.

Peep Laja of Conversion XL explains value proposition components in this manner:
– Relevancy. How does your product solve our problem?
– Quantify Value. Deliver its specific benefits.
– Differentiate. Why buy from you versus anyone else?

Write your value proposition is for real people to read and understand what you are offering. It should create a conversation, a paragraph with meaning. Avoid blandvertising.

Value Proposition: How to Write a Good One | The Pe:p Show, June 15, 2019

3. What Do You Want Me to do Next?
You have written interesting copy – it is compelling. The product is exactly what I need. Now what? I am searching your page for a buy now, sign up, request a demo or view a video.

A call to action, a CTA, sets a clear path for visitors to know what action to take next. It relieves user frustration while traveling down the sales funnel, transitioning from browsing to conversion.

Here is an example. Amy Hanten is “The Cooking Mom” and host of Green Bay Fox 11’s Living with Amy. Her August 8, 2019 blog titled Culinary Vacations with the Cooking Mom invites followers to vacation with Amy in Jamaica, describes the hotel and dates of the getaway.

What’s missing? A prominent Call to Action! The Call to Action does not exist. To sign up for the trip or get information from the travel agent, you select a link within the text. Do not make your readers work for it.

A Call to Action has good visibility and is prominent. Keep it short and create a sense of urgency. It’s about good design. To help the Green Bay host fill her trip, she might consider adding one of the following:

Whatever your product, a quality face in the digital marketplace is essential. An online presence is a necessity for your business to build trust within whatever community you deliver your goods. You can market anything from apples, baskets and live crickets to xylophones, yellow socks or zoology classes. In any arena, quality content on your website must include these 3 essential question answered.

1. What are you offering? (Product/Service)
2. Why should it be purchased through you? (Value Proposition)
3. What to do next? (Call to Action)

Need more assistance? Check with your local college campus for classes or chamber of commerce for professional social media networks to help get you on track. There are also loads of social media professionals if your budget allows. Good luck!

Image by GDJ via Needpix.com
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3 Steps to DIY a Web Page

The ZMOT & the consumer

As humans we tend to evolve in our way of thinking and analyzing what we react with, we always look for a rhyme to our daily life activities, as part of what we do, we also do shopping.

In the past, shopping was simpler, you get what’s in front of you based on what you see or what others recommend, but now it’s way more different. Nowadays, you have technology, which allows you to do your research, pick the brand, pick an offer, and get reviews from other people who you never and will never meet. It’s the internet that gave us this power, and now we are using it everyday and each day in our daily life, and it has affected our shopping more than we imagined.

After reading about the “zero moment of truth” or the ZMOT it crossed my mind how I never actually thought about my shopping experience from a marketer view.

I believe that I make a great deal of research before buying something, it’s important to me to find the highest quality product with best price available.

I usually do this kind of research when buying some gadgets, I go through some steps before selecting the product that I will buy. I usually start by looking for what I need, and then search for a brand that has what I want in the selected product, then I look for reviews about the hole thing, because I know that customers reviews are more realistic than just the description of the product, and if I need to go a step further I look for online video about the product, where the reviewer will test the product and show me all the important details that I need to know.

After I’m sure about the product that I will buy I will usually start looking for offers and compare prices on different marketplaces on the internet.

I tend to buy stuff online because I know it’s always cheaper than buying it from a store, this mostly will be the case because the seller will only need a warehouse to keep the product so he won’t need to charge more for it, it’s a logical point that I always follow it.

When I find where to buy the product from, I always look for shipping details and how long it will take till it ships, then I simply place my order and wait for it to come.

I can recall a few purchases that I recently did, one it was a smart TV. For me it was about making sure that the TV I’m buying is worth the price, I started looking for a brand that has all the best features and with the friendliest price, when I finally found what I was looking for I went to Walmart which will help me visualize the product that I’m buying as they were selling it.

After I made my decision, I started looking for the cheapest price online and I found very good offers which were better than Walmart which brings us to the pint I mentioned before about shopping online.

As you can see, the internet has made the consumers smarter about their shopping, take me for an example, if I didn’t lookup for the product on the internet I might end up buying a TV that I will regret getting it later, or I would’ve bought it for a higher price. But since I’m a daily user of the internet I had the knowledge about that and I started making wiser decisions about my shopping.

I can also recall another purchase that I made it was a laptop, I need a new and better one, and I started asking friends and people that I trust about the brand that they recommend, and I started making a decision about which brand to go for, I took my time as I always believe that you have to be patient when shopping stuff like this, and one I came across an offer, it was an ad on Facebook a bout a laptop that had all I wanted and the brand was already recommended by many people I know, and after checking some online reviews and videos I made my decision and bought the laptop.

I believe that the ad helped me make my decision but without others recommendation I would never have bought, I usually don’t trust the ads and I trust people I know more.

As a conclusion, I believe that ZMOT has changed and forced marketers to think of more creative ways to attract customers, and as we evolve our way of deciding while shopping change with us, thus the consumer is becoming smarter every day. I would like to share with you a quote from a website where I found more information about ZMOT and I will include the links at the end of this post.

“The consumer is not a moron; she is your wife.”

–David Ogilvy

Links:

http://www.bigdropinc.com

http://www.ironpaper.com

The ZMOT & the consumer

How to Gain the Most Popularity for Your Website

In order to gain popularity and awareness for your website, you have to decide who your intended audience is going to be. Who will have interest in locating your website? Will they be able to find your website? What are these individuals looking for and are they going to find it on your site? For example, if I take a look at myself as the consumer, just the other day I was debating whether or not to buy a pair of AirBuds (very similar to AirPods which are sold by Apple). An individual was promoting them on Snapchat for a company while providing users with a limited-time deal. When I “swiped up”, it took me directly to the web page where I could immediately make that promoted purchase without even typing in the special code provided earlier. I ultimately converted by buying myself a new pair of AirBuds.

The success of a page should be measured by one criteria: Does the visitor do what you want them to do?

Aaron Wall

As society improves itself by the day, we adjust to new ways of using technology and continue to be involved in conversions of all types while using the internet. I’ve learned and adapted several useful techniques throughout the course of my Digital Marketing class. In reading the book “Digital Marketing Essentials” by Larson and Draper, it seems the purpose of a website is to generate traffic and turn visitors into prospects (meaning potential customers if they choose to convert). Thus, here’s a start to our list of goals to accomplish. But is there more to each step?

Search Engine Optimization (SEO)

One of our main goals is to apply good Search Engine Optimization (SEO), which allows our website to show up on many individual search results. This is very important in generating traffic, because without good SEO, you might not reach the growing amount of desired consumers in which you intended for. The people who might really take an interest in your website may not be able to locate it. The better we can manage forming a higher ranking, the closer we are to attracting more potential customers. Search Engine Optimization (SEO) can be divided into two groups: On-Site SEO and Off-Site SEO. On-Site SEO deals with the formatting of content on the website to maximize its chances for ranking in all desired searches. Off-Site SEO deals with the creation and dissemination of content on a website to build quality backlinks to the site. Since I only briefly described On-Site and Off-Site SEO, if you would like more information regarding these two terms feel free to visit this website: https://blog.thomasnet.com/onsite-seo-vs-offsite-seo-whats-the-difference

Before we get too ahead of ourselves, we also need to gain a bit of insight on what impacts analytics can have for your desired benefits.

How Analytics Contribute to Your Success

Tracking website behavior doesn’t happen on its own. The web developer needs to install an analytics program into every website they wish to track. Each analytics package provides several metrics that provide data such as page views, sessions, users, or time spent on a specific page. An easily accessible and understandable analytics package is even provided on the search engine we all know and love: Google. This package is called Google Analytics, and it’s absolutely FREE! Here’s a link if you want to dive into the experience and see what it’s all about: https://marketingplatform.google.com/about/analytics/

Once you have access to those metrics and packages, you can track your success and make room for improvements. Then, you can choose to target certain areas that need adjustments. So how do we know what metrics search engines use to measure popularity?

Measuring Popularity Through Metrics

Currently the most important thing in measuring popularity, according to SEO experts, is the total number of backlinks (or links from external sources pointing towards that main link). The more webpages that cite a webpage, the more popular the search engines consider that page to be. Second most important, backlinks from related/relevant websites can be considered expert endorsements leading to a higher ranking. Anchor text is third leading in its importance for measuring popularity. Many backlinks use anchor text that indicates the topic of a link. Other leading metrics include link neighborhood (by linking to reputable websites), link freshness (by continuing to receive new backlinks), link diversity (by having backlinks from a variety of different domains with different IP addresses), and social sharing (by posting links to a website on their social network profile).

In conclusion, if you take the extra time to dive deeper into the metrics and use the right tools, you will truly benefit from it. Being able generate conversions can be a tricky issue but nothing close to impossible.

How to Gain the Most Popularity for Your Website

The Zero Moment of Truth

Technology has changed the game in how it effects consumers to make a purchase decision. Imagine you are on your way out the door of work or school and notice you forgot to bring your lunch from home. From here you can do one of two things, pick a restaurant you are already familiar with or open up your smartphone and google search “‘Restaurant’s near me”. After clicking enter, many places to eat will pop up on your screen, you will also see ratings on which restaurants are most popular among consumers. This is a prime example of how a consumers use one of many sources before making a purchase decision. In using a source, like google, to find a restaurant you are activating the Zero Moment Of Truth, the part of the buying process when a consumer researches a product before purchasing.

Image result for zmot

There are many instances in my life where I need to do research before making a purchase decision. The example above is when I use a quick google search to find a restaurant, however my most recent purchase required a more in depth research of the product. Choosing a computer to jump start my college experience was one of the most difficult purchase decisions I had to make. The battle between Windows and Mac is what made this so difficult. I took it upon myself to gather research on the pros and cons of both computers, Mac book air and the Windows Surface Pro 6. What I found was the computers were very similar to the processors used, and the battery life. The two companies were both very prepared in having information readily available for me, the consumer. According to an article I read, “https://www.pardot.com/blog/moment-truth-care/,” this is one of the many ways a marketers can be prepared for the ‘Zero Moment of Truth’.

“Here are a few ways that you can make sure your B2B product or service passes the ZMOT test:Make sure information about your product is readily available. Consumers will be looking for the following types of content to help them make a decision: customer testimonials, buyers guides, and case studies. They want reviews that are coming from your customers and clients, not directly from you.”

How Rating’s Fit into ZMOT

To make this purchase decision on a computer, I not only looked up information on the speeds and graphics of each individual computer, I also looked at reviews and ratings other consumers had on them. Ratings, in my opinion, are the most influential part when a consumer is in ZMOT. After reading all of the specs on each of the computers and noticing they were very similar, I decided that I need opinions of other people who have used the products and created reviews on them. This helped me make my decision and narrow down what I was looking for in the computer. Youtube was my main source of finding ratings and reviews. I decided my basic needs I needed fulfilled were finding a computer for school work and mobility. I found that the only real advantage the windows computer had over the Mac book was the touch screen, which I did not need. I went with the MacBook because their were more positive reviews and a lot more information readily available. Below is a link to a video, similar to one of many I watched before making this purchase decision.

http:// https://www.youtube.com/watch?v=T8wAscKFEY4

Image result for ratings
This is an example of what ratings look like on websites that help consumers make a purchase decision.

Conclusion

All in all from small purchase decisions to larger more complex decisions, ZMOT, the point in the buying cycle where the consumer researches a product, is one of the most influencial parts in converting a consumer. Whether it’s making a quick google search on finding a good place to eat for lunch or a more in depth process in comparing two different computer brands, the research and gathering of information that is done is what finalizes the consumers decision.

The Zero Moment of Truth

Marketing continues to win

Yes, it’s true and I fall for it EVERY TIME. My last two purchases where I can see that the internet and technology 100% influenced my buying decision:

  • Apple Watch
  • Gym Shark Leggings

It took me forever to pull the plug on both of these because they are both high ticket items and I wanted to do my research before hand. I found myself constantly researching both the Apple Watch and Gym Shark, checking out reviews, best pricing, watching youtube videos, asking people I knew, etc, etc. You know what that leads to – more ads on my Facebook and Instagram. **Facepalm emoji here**

“53% of of shoppers say they always do research before they buy to ensure they are making the best possible choice”53% of

https://www.thinkwithgoogle.com/data/shopping-research-before-purchase-statistics/

Technology played a pivotal roll in all of this. I bought both items off of the internet and without having the option to do that, and apply ‘online only’ coupons I wouldn’t have saved as much. Additionally, I always fall for the ad trap. As stated above, because I was doing my research these brands just flooded my online platforms with advertisements. Which is a significant factor in the selling process. Did you know that it typically takes about 7 touch points before the consumer purchases the product?

Granted, we (for the most part) grew up in a world where technology was at our fingertips. BUT. I do remember a time when I had to carry around my knockoff blackberry (it was blue and black – full keyboard and all) and guess what – it didn’t have internet. Which means that at one point online shopping was not as popular as it is now. In the video it states that the buyers journey has changed. Which totally makes sense! Even from when I had my little crappy phone in middle school.

Related image

It just goes to prove just how significant technology is in the buyers journey now in comparison to even 5-6 years ago. It’s encouraging to see and makes me eager for what is to come.

Image result for how significant is technology in the buyers journey
Marketing continues to win

The Moment of Truth

After watching the short video on The Zero Moment of Truth, I thought immediately how helpful the internet reviews have helped me with recent purchases, figuring out where to eat, how good a movie is, etc. In one way or another the beginning of The Zero Moment of Truth has helped almost everybody, whether that be searching your favorite clothes line, new devices or something as tiny as a type of nail polish. In todays world the internet has changed how we decide what to buy. In the business world it is particularly important to have your brand visible online, especially with The Zero Moment of Truth playing a huge roll of a consumer’s decision-making process.

“Star Rating remains the most important part of a Review”

Like many other things in the digital age, the internet has changed this model of the way consumers shop with coming out with the “Zero Moment of Truth”. With the ZMOT, consumers now have unlimited resources at their fingertips for research, price comparisons and more.

ZMOT - What Is the Zero Moment of Truth

One recent purchase decision Ive made is medicine for my brand new kitten I found! With the help of technology I researched Vets near me and google came up with the most star rated Vets near me. With the help of this, I found the reviews and everything about this vet clinic. Without knowing the reviews or how people rate this place I wouldn’t know if it was a good or bad vet clinic to bring my cat to, to get the best care it needed to survive. The medicine I purchased was from one of the best vet clinics in my area and now my kitty is healthy and ready to live a long life!

My second recent purchase was on amazon, I was trying to find a 10 foot long iPhone charger. With the help of amazons 5 star ratings and reviews from other customers I found the perfect charger that actually works!

The Zero Moment of Truth is an important part of digital marketing, without this we wouldn’t know if we should purchase some things. This ZMOT is more important than now in this generation we live in.

The Moment of Truth

Embrasing ZMOT

ZMOT, Zero Moment of Truth refers to the point in the buying cycle when the consumer researches a product, often before the seller even knows that they exist.

It is a way for consumers to search for information online and then make a decision on purchasing a product or service. Zero Moment of Truth not only has changed how we as the consumers go about purchasing it has also made businesses change the way they market and compete to win over consumers and then keep the customers. For businesses looking to get the edge over the competition the internet and social media has blown the doors off of marketing. Businesses have had to addapt and create buzz on networks like FaceBook, Twiter, Instagram, and Linkedin to target audiences. One would think with all of the technological advances it would have made it easier to reach the targeted customers, but infact it has made it so much harder with that vast amount compitition.

“Engagement with the customer today isn’t just pouring a message down on their head and hoping they get wet. It really is understanding that you must be present in a conversation when they want to have it, not when you want to. Pre-shopping before buying has become a huge, huge part of customer behavior. In the past, it was pretty much confined to big-ticket items like cars, or expensive electronics or homes. Now people engage in discovery before shopping on very small things. It’s crossed all categories of shopping behavior. It’s just the way people buy today.”

— Bob Thacker Gravitytank Strategic Advisor and former CMO of OfficeMax

Over time I never realized how much that my life of buying has changed so drastically. Since reading about Zero Moment of Truth really makes you think just how different everyday life has become with the growth of mobile technology. I now search and look at products everyday before I purchase them. In the past if I wanted or needed something I just went to the store looked at the options on the shelf and picked which one fit what i needed the best and then purchased. I will still go to the store when I need or want something, but now I find my self constantly searching the interent while I am at the store looking to see if there is a better deal on Amazon or somewhere else. If i can find a little bit better deal at that moment is it worth the wait to order the item or the drive to go somewhere else or just pick the item up where I am at on the spot.

The main purchases that I have made recently and that I have used Zero Moment of Truth would have to be a TV, furniture and electronics. With all of the items I will spend a small amount of time researching pricing and reviews of the products. There are so many different places that you can go now to price match and see just where and who has the best price and availability. I like to use Youtube for reviews and product demo to see just how it works and to learn about little things that I would have never of thought to look for in a product when researching to see if the product will be a perfect fit for what I am trying to accomplish.

When I am in the market for a big ticket item like a new vehicle I tend to spend a fare amount of time looking. When I purhased my recent vehicle I talked to different dealers to see who had the best prices and packages. When buying a vehicle I like to go back to good old word of mouth though. I trust someones opinion in person way more than someone hitting some keys on a keyboard god knows where on earth. You have a large amount of websites to research cars and if there have been problems or not and to see what style color you really want before you have to go to the dreaded dealership. There is nothing worse that going to dealerships and being called for weeks by different sales people trying to sell you on their car.

Conclusion

At the end of the day I think that the growth of ZMOT has had more of a possitive impact than a negative impact on the growth of sales. The ease of having the technology at your finger tips to search and learn everything that you need to know about a products or services is amazing. A main negative impact that I have realized is for the small business. The level of competition that has been brought to the small businesses because of the technology can be unfare.

Resources/ References

thinkwithgoogle.com/marketing-resources/micro-moments/winning-zmot-zmot-in-practice

jcsocialmedia.com

http://www.inc.com/entrepreneurs-organizations/5-steps-to-winning-zero-moment-of-truth.html

Embrasing ZMOT