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K4’S APPROACH TO WEBSITE DESIGN FOR SUCCESSFUL INTERNET MARKETING
Search engine optimization (SEO) is the process of affecting the visibility of a website in a search engine’s “natural” or unpaid (organic) search results. To understand the basics of SEO, watch this short video.
There are many SEO best practices that can be done on-site, meaning on your own website, including the following.
Onsite SEO (on your own website)
- Keywords – make sure the keywords that people would type into Google (or any other search engine) to find you actually appear in your website. Keywords should be in page titles, website copy, photo captions, etc. That being said – don’t overdo it. It’s obvious to search engines what you are doing and frowned upon, plus it makes your copy really repetitive and a little weird for your other audience, your readers. Offer well-written content that paints a clear picture of your services and you satisfy both the search engines and people looking to do business with you.
- Sitemap – make sure to include a sitemap, WordPress has a good plugin. It makes the job for the search engines a bit easier because you’re telling them exactly what your website includes, where it is at, and how the items relate to each other.
- Include links where you can to businesses that you partner with, organizations you belong to, events you attend. It makes it easier to approach them for a reciprocal link when you’ve already linked to them. “Please scratch our back, we’ve already scratched yours!”
- Got rid of flash! It’s not compatible with Apple products & won’t show up on the iPad or iPhone. Post your videos on Youtube & link to them. Instead of rotating photos with flash, use jQuery rotators.
- Blog! Search engines like regularly updated websites and a blog allows you to do just that. Plus it positions you (and any other writers in your organization) as experts in your field. Also, it’s searchable content. It allows you to show for keywords in the search engines that aren’t strictly services you offer, but on topics pertaining to your industry. Blogging gives an avenue for outreach efforts to gain links back to our website. You can pitch a blog post, or a guest posting opportunity to any company or organization that would find what you are writing about useful. Their website might have a lot more traffic than yours; exposing your company to a larger audience you may not have had the chance to reach otherwise. We used a WordPress blog and incorporated it into its own page on our website, installing the wordpress files on our server.
Offsite SEO (not on your own website)
- Backlinks – Backlinks are the single most important ranking factor. Think about links as “votes” for your website. When the search engines find a bunch of “votes” for your website from other websites, they assume your website must be relevant and deserves to rank higher than the rest. So instead of relying on the content of the website itself to determine where that site should rank, the search engines would rely on other websites to determine where it should rank, basically creating a referral system for determining rankings. The sites with the most quality links rank the highest. Think about other companies that you have relationships with (clients, organizations, etc.) and form a strategy on those that you will ask to link to you. Be specific on where you want the link; don’t contact them without first looking at their website and determining where a link to you would make sense and why.
- Social Media – Marketing has shifted from a one-way broadcast to a multi-point conversation and the new “word of mouth” is online social media like Facebook, LinkedIn, Pinterest and Twitter. People are using social media as search engines and asking others for recommendations. If your competition, current clients and prospects are on social media, it is time to take the plunge. Integrate your social media and form a strategy for each. K4 uses Facebook to communicate what we’re up to. The LinkedIn goal is the same as Facebook but for the strictly business arena. Pinterest is what we like. We combine these social media channels with our blog, which communicates what we think. I personally find it very difficult to manage more than three social media channels, so be selective in what you will participate in; being honest about how much time you can devote to effectively managing and updating your channels. A final plus, social media links back to your website & drives traffic!
What does it all mean?
The alignment of your website, social media and SEO strategy boosts the impact of your Internet Marketing campaign & allows you to control your online presence. Managing how you appear online is like managing your reputation. Putting more content out there that you control equals free advertising that drives traffic to your website. A website redesign is the perfect opportunity to put the pieces in place to set your company up for successful Internet marketing.
In the dynamic world of corporate office interiors, staying ahead of design trends is crucial to creating spaces that not only inspire productivity but also reflect the latest aesthetic sensibilities. As a firm specializing in corporate office design, K4 embraces Pantone's Color of the Year for 2024 - Peach Fuzz. This warm and inviting hue offers a fresh perspective on creating contemporary workspaces that balance sophistication and comfort and an opportunity to infuse sophistication, and a touch of modernity into the corporate design landscape. Peach Fuzz, a delicate and nuanced shade blending peach and blush, brings a sense of tranquility and optimism to any space. When incorporated into corporate office interiors, this color has the power to redefine the atmosphere, promoting a positive and collaborative environment. K4 is committed to enhancing the workplace experience, and we recognize the significance of color in influencing mood and productivity.
In the dynamic landscape of community banking, where the strength of relationships is paramount, the role of design extends beyond aesthetics—it becomes a strategic catalyst for talent acquisition and retention. In an era where attracting and retaining top talent is pivotal for organizational success, the significance of an intentionally designed workspace cannot be overstated. In this article, we delve into how strategic design decisions can not only enhance the physical environment but also foster a culture of engagement, innovation, and long-term commitment among employees, contributing to relationship building and the overall prosperity of community banks. Join K4 on this journey through the intersection of design and community banking, where the blueprint for success lies in the spaces we create for those who make our banks the heart of the community.
In the previously published Journey to Brand Consistency: Part I, K4 addressed Facilities, Marketing & People as the three pieces that comprise the Financial Success Puzzle for community banks. This article examines one level deeper in unifying physical and digital marketing assets within the Financial Success Puzzle, and the importance of creating a harmonious and powerful brand identity across all platforms. In the fast-paced and ever-evolving community banking industry, maintaining a strong and recognizable brand presence is vital for success. As a full-service design and branding firm working closely with community banks, we have witnessed the transformative power of consistent marketing assets in bridging the gap between the physical and digital realms. By solidifying the customer experience across all touchpoints, banking institutions can establish a stronger emotional connection with their customers and create a lasting impact on their success. Investing in brand consistency is not only a strategic move but also a reflection of a bank's commitment to their own stability and future growth.
Now more than ever, brand consistency is of utmost importance to financial institutions. Creating brand consistency goes a long way in building brand trust, increasing customer/employee/community loyalty, and impacting your bottom line. Why is there so much brand inconsistency in the community banking landscape? Because being brand consistent requires change and commitment, and it can be tedious and expensive. Taking the first step is often overwhelming. Where do you start? What do you update first? These are excellent questions, but there are other important questions to consider. What is the cost of NOT getting brand consistent or what is the cost or potential loss of creating brand confusion? Inconsistencies are costing your bank time and money. Not practicing brand consistency will cost you significant consequences to customer experience, brand reputation, and overall loss of trust – all of which can impact your bottom line. Conflicting brand usage accounts for a damage to brand credibility, making it harder to compete in the market. As K4 gets ready to hit the road in 2023, presenting at various community banking conferences on this topic, we thought it was important to preamble this timely subject of the Financial Success Puzzle. At K4, we define the Financial Success Puzzle as a 3-piece formula to creating and maintaining brand consistency for community banks. This formula is simply the act of connecting people to place and connecting brand identity to place. Many retailers have capitalized on this concept for years. Your branch facilities, marketing & people MUST work together to create stability and not only that…they must be triplets, not just siblings. They can’t just resemble one another; they need to be nearly identical in their delivery.
For decades, small town business districts across America have featured a strong physical presence from a local bank perspective. Near the courthouse or city hall, these buildings are often identified by their traditional columns and prominent facades of brick or stone. Not only do these structures help establish the fabric of the streetscape; they often contribute to defining the social framework of the residing individuals and neighborhoods, supporting the hopes and dreams of generations. Community banks need to continue to reinforce their presence and values to those individuals and businesses in the geographic areas they serve. Making your bank’s physical appearance memorable, builds brand awareness and offers an opportunity to reinforce the benefits of banking locally which includes working with trusted friends and neighbors. Many community banks are exploring ways to create community space by revitalizing main offices and branch experiences while positioning themselves as a valuable and integral local resource.
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