Case study: Digital readiness strategy & web user experience review

Alchemise Consulting was engaged by a leading Australian independent cyber security consulting business to run a specific marketing campaign. Our objective was to generate new leads within the Enterprise and Government market and position the client’s IT security consulting services for more sales opportunities.

Business challenge

In preparation for the marketing campaign, the messaging and collateral required review and updating to ensure there was follow-up capability, and a quality digital strategy and content. The client’s static website hadn’t been updated for some time and wasn’t presenting their brand and offerings clearly to prospective customers.

The client had limited sales and marketing resources and expertise to grow the business with a structured go to market approach. Typically, existing business had stemmed from referrals and the vendor, however little new business development had been undertaken or invested in beyond this.

A strong part of this digital world and presence is a strongly presented website that resonates to the targeted audience of a professional and credible level. Brand awareness and user experience is key with establishing new contacts and first impressions counted – both existing and prospective customers needed to have their needs met as far as the website content goes in addressing their problems and challenges.

In order to run a successful marketing campaign and “go live”, we needed to ensure that the preparation material was complete.

Our solution

Alchemise understood what was missing from the marketing campaign preparation. The brand awareness and customer focus starts with online presence and messaging, and the best practices of the current digital design for website and content design and inbound marketing.

Our recommendations

Our digital customer experience consultant spent time reviewing the web presence around the formatting and editing of the current online content to reflect the desired purpose of the business services on offer and awareness to attract the right audience. The online web resources needed to be updated with current material and relevance to the market and vendor partnerships in place, in order to best demonstrate to customers how the client could address their challenges and provide solutions to their problems.

Although this comprehensive review pushed the lead generation campaign back, it was essential to demonstrate from a customer or user audience perspective how the client’s website content, presentation and formatting and branding drove customers to engage, or to not engage, with the website and ultimately the company itself.

For further reading of relevance and if you are ready for digital and what to consider for a digital assessment includes please read our previous blog article:  3 key elements of a digital readiness assessment

Outcome

After the comprehensive website and user experience review, we made a number of recommendations in order to ensure the website and digital resources were fit for purpose prior to campaign kickoff.

The primary focus, on the user experience front, was on text content and style in order to optimize readability for website visitors. We submitted revised text copy utilizing a more consistent use of language and style and an increased focus on the customers’ challenges to better project the client’s capabilities to prospects.

Navigation and page layouts were restructured for a clearer presentation of the client’s capabilities and expertise, and images and visuals were used strategically, not just for the sake of adding graphics to the page.

To further improve user experience we ensured that hyperlinks and click-through features were created and used purposefully for a more seamless site exploration by users. We also ensured that all of the client’s downloadable resources had their correct contact details, after the review highlighted that nearly three-quarters of resources listed outdated information.

Each aspect of this review and recommendation process was essential to create a web and digital presence that accurately reflected the client’s brand, offerings and value-adds to clients, and their positioning in the market.

Digital presence and marketing is becoming increasingly important and in a crowded marketplace where there is little allowance made for a poor and/or misguiding first impression when a prospect visits a website. The recommendations and changes that Alchemise Consulting offered were key to improving the impact and success of our client’s direct marketing campaign, and were the gateway to our client becoming fully digitally optimised.

For further information on how you can increase your client engagement from your digital presence and website, we can review this for you and share our recommendations as part of our complementary digital readiness assessment.

Contact us at Twitter@alchemise_cons,  email info@alchemiseconsulting.com or phone us +61(3) 9225 5022

Facebook News Feed Has Changed – What Does This Mean For Your Content Marketing?

In January, Facebook announced big changes to the way their News Feed operates. CEO Mark Zuckerberg wants to enable users to have “more meaningful social interactions”, by creating significant changes to their algorithms affecting which content Facebook users are presented with. The impact is already being felt, almost a month in, with users spending less time – on average two minutes less per person – on Facebook. Before exploring the affects this may have on your business page and content marketing, I’ll recap the changes for you…

So, what actually changes?

The gist of the story is that Facebook News Feeds will show more posts from family and friends and updates which spark conversation, and less public content posts (including videos) from publishers and businesses. Posts that are deemed to be engagement-bait, or click-bait, are continuing to be demoted in an attempt to stop pages ‘playing’ the algorithm in order to get their pages in front of users more often.

Facebook anticipates that pages will see their organic reach, video watches and referral traffic to decrease, especially for those pages whose posts don’t generally elicit many reactions or comments.

It’s 2018 – where does video content fit in? 

content-marketingLive video will become prioritized content as a result of these changes because,according to Facebook, they encourage engagement – live videos can attract six times as many interactions as standard videos. These changes are designed to bring back users back to connecting with each other in more meaningful interactions, so it’s only natural that a real-time interaction and discussion will suddenly be pushed to the top of the News Feed.

Do I need to change how I use my business page now?

In short, yes.

While the impact of these changes will vary from page to page, reach, engagement and traffic is likely to decrease. You’ll still be there, but you’ll have to work harder and smarter in order to get your page’s posts in front of your users.

Consider making live videos a regular part of your Facebook presence. Think about the users that follow your page – how do they typically use social media (time of the day, mobile or desktop), what sorts of content will engage them, and experiment around that. This content can all become a part of your broader digital marketing strategy, so don’t just think of it as a ‘Facebook job’.

Users can change their News Feed back to ‘the way it was’ but the new system has already become the default, so you’ll need to encourage your followers to add your page to their ‘See First’ list in their preferences.

With even more emphasis than before, aim to produce and publish content that your users will engage with – and please the Facebook algorithm – reactions and comments will contribute to your content being deemed ‘meaningful’ and increasing or maintaining your organic reach under the new system.

Does this impact paid advertising? 

Of course, paid advertising will still be an option as more of a guarantee of getting your content seen. Facebook’s revenue from paid ads has grown again by almost 50% year-on-year, so it will be interesting to see whether this grows further in the coming quarters, or if businesses choose to redirect their ad spend across other social media platforms. The anticipated drop in user-usage time does mean there will be less opportunity for your advertisements and paid content to be seen, so keep an eye on your metrics in the coming months.

Early signs – how has Facebook changed?

Almost a month into this changed News Feed algorithm, Zuckerberg’s predictions are proving accurate. Daily Facebook usage has dropped by an average of two minutes per user, but across 1.4 billion daily users, this equates to 50 million fewer hours of eyes on News Feeds and therefore page posts and paid content. How this trend continues is a valuable metric to follow, as we wait to see the long-term impacts of the changes.

For most businesses, Facebook marketing is just one component of an overall digital marketing strategy. If you’d like a deeper insight into how well set your business is for the digital component of 2018 and beyond, please click below to register for a free Digital Readiness Assessment.

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