Digital Marketing

5 Signs You Need a New Website

· Content Development, Digital Marketing, Website

If you’re wondering whether or not it’s time to redesign your current brand website, ask yourself these five questions:

1. Was your website built 10 or more years ago?
2. Is it best serving the needs of your audience, brand, and business?
3. Are you missing the boat on mobile without responsive design?
4. Are you launching a new product, service line, or brand positioning?
5. Do you need to revamp your marketing efforts?

If you answered yes to one or more of these questions, it could very well be time to take the leap and plan for redesign. Remember the longer you put off a redesign, the longer you will be missing out on opportunities to increase conversion and revenue.

There are numbers to back this claim up. For instance, conversion jumped up 60.3% after Purl Soho redesigned their website. This premium knitting and craft brand had outgrown their existing website and found that the redesign was well worth the investment.

Are you showing up in Google search?

Another advantage of redesigning your website is that it can improve your search ranking so your audience to find you more easily. A redesign gives you a chance to think through and plan content with search optimization in mind. This includes targeting keyword phrases and offering valuable content that encourages people to link to you, which ups your ranking.

A redesign also allows you to create a more search-friendly platform by implementing best practices. For instance, you can ensure that important content is in text or HTML. This way it can be indexed by search engine crawlers, which won’t find other content types, such as images without alt tags or Flash files.

Making the decision to redesign

Even if you’re sure it’s time the redesign, it can still be difficult to make that final decision. It is a large undertaking that requires time, resources, and money. You’ll also probably need to hire a website design agency. Most companies don’t have an internal team of digital user experience, design, content, and development experts available for this kind of project.

If you hire an outside agency, you will still need to dedicate some internal resources to the project. For instance, you’ll need a point person to manage the project on your end. This involves making sure the agency has access to the information they need about your business, brand, etc., and helping them gather input from stakeholders.

How should you choose an agency?

You should look for an agency with strong experience and a proven website development process. Of course, you’ll also want an agency that can deliver results in a reasonable timeframe at a price within your budget range.

Keep in mind that it is important to be realistic about timing and cost. For instance, you can find agencies that promise fast, cheap website design. However, they might not be able to stick to their promises leading to deadline extensions and unexpected costs. Additionally, you could end up with a subpar website that doesn’t meet your expectations.

Also be careful if you’re considering big name agencies. You might end up paying more simply because of their brand name. In addition, these agencies sometimes have clients meet with their senior staff, but then hand of the actual work to less experienced employees. If you go with a larger agency, make sure you know who will be doing the work.

Ultimately, you should go with an agency that fits your needs and feels right to you. It’s important that you’re able to communicate comfortably with one another, since communication is a big key to a successful website redesign. And don’t be shy about asking questions. A good agency should be open to helping you understand the process so you know exactly what to expect from your partnership.

The Truth on… Digital Marketing for Luxury Brands

· Brand, Consumer Insights, Digital Marketing ·

Burberry broke ground with its Art of the Trench campaign in 2009 proving that there was a place for luxury brands in the digital landscape. But most luxury brands have been slow to take up the call and get in on all that digital has to offer them.

Why so slow?

Part of the reason stems from the same business and technical issues many companies face. Existing websites may not be flexible enough to create new brand experiences. And it’s often expensive and time consuming to redesign an entire website or develop a rich mobile presence.

Another reason comes from the belief that luxury brands rely on an air of exclusivity, which puts them in conflict with the open freedom of the Internet. But as the Art of the Trench demonstrated, luxury brands can engage and collaborate with consumers, while still communicating the dream.

Digital can drive desire.

When it’s done right, digital can drive consumer desire, which is at the heart of marketing luxury goods. It can allow consumers to engage with brands when and how they want, tell a story that enhances the luster of the brand and add key touch points to the consumer journey.

Consumer behavior is shifting.

That special in-store experience will always be important, but busy luxury consumers often want it on their own terms. They may not have the time or desire to go to a store. Even consumers who prefer personal attention will look to their laptops, phones and tablets before they make the trip.

And while baby boomers are still the largest group of luxury consumers, generation X and Y are growing strong—and changing the rules of the game. Younger consumers demand digital innovation. By giving them experiences that meet their expectations, luxury brands can build valuable relationships that last a lifetime.

Brand story is everything.

All luxury companies have gorgeous models and fabulous images that convey the aspirational nature of their brands. But this also makes them blend together in the eyes of consumers. Luxury brands need to look to their unique brand story and shout it from the rooftops to stand out.

However, many brands lack a clear understanding of who they are and what makes them different. And that’s a shame, because luxury brands typically have beautiful stories that can be spun from, for instance, their heritage, values, artistry or position as a tastemaker. It’s all about how you pull it together.

By first clarifying their brand and story, luxury companies can then develop strategies to connect with consumers on an emotional level. And as the Art of the Trench demonstrates, these campaigns can be rooted in a brand’s tradition, but still be riveting to a young audience.

Understand the journey.

Not every consumer follows the same journey. Some build gradually to purchase by visiting stores, browsing online, speaking to friends, etc. Others make quick decisions. They see it, they like it and they buy it. And some fluctuate back and forth between these modes.

Whatever the journey, luxury brands need to be there at every point. And they need to be there with a seamless brand message and experience fitting for the medium. For example, tablets are built to feature rich content, like videos and 360-degree product angles, and consumers expect it.

To understand the journey, luxury brands should take a step back and ask themselves:

Burberry seems to have asked and answered these questions successfully. And they continue to push the bounds of digital with live-streamed catwalk shows and creative campaigns, like Burberry Kisses.

Is your luxury brand ready to step up?