Can you imagine 80% of your sales leads originating from just 2 minutes of effort per day? That is the level of success that our friend Kapil Kapur is currently enjoying on social media, focussing specifically on LinkedIn and Facebook.
Websites are all about trust. Users are (almost unconsciously) looking for signals that will build their trust in a company when they visit the website. Websites can build or destroy trust through the presence or lack of trust signals.
We see many websites which lack these simple trust signals. They are so easy to implement and yet so many websites lack them. It’s no wonder these sites fail to engage users and fail to convert users to buyers!
So let’s go – how many of these simple trust signals does your website currently have?
- Clear language and 100% correct spelling
Nothing puts users off more than bad spelling and grammar.
- Links to active social media channels
Users are looking for evidence that they are not alone in trusting this new company they’ve just stumbled on. Links to active, responsive social media channels will be checked by users.
- Terms and conditions
Nobody wants to be bound by a spurious set of terms and conditions, just for browsing a website. Or do they? Actually terms and conditions signal trust because they show the company is professional, cares about their relationship with the user and wants it to be clear and legal.
- Copyright with current year displayed
It’s so simple to implement an automatically updating copyright year notice. Yet we so often see copyright notices that show a date or 5 or even 10 years old. This indicates the business behind the website is defunct – or seriously behind the times.
- Snappy logo
A well-designed, unique logo shows you have invested time and effort into your brand.
- About Us page
This page is usually one of the most-visited pages on any website, especially B2B and B2C service websites. Quite simply users want to know about the people they will be dealing with. If it’s a trade website, they want to know who will be turning up on their doorstep.
- Team photos
And we don’t mean fake photos of young women wearing headsets. We mean real, professionally shot photos of the actual team members at their place of work. Smiling!
- Non-stock photography
Use your own, professionally shot photography. Because the presence of generic, stock photography makes a website look fake and destroys trust.
- SSL certificate/encryption
Google is already flagging insecure websites. SSL certificates cost as little as £50 per year and are an absolute must in today’s online environment.
Have I missed out any obvious trust signals? Let us know.
Business owners – you know that there are a million-and-one things that need doing that are unconnected with what the business actually does. From accounting, to recruiting, to legal compliance, to managing staff and marketing … it goes on and on. It all conspires to eat up your time and drive you slowly crazy. But most of these non-core activities are best left in the hands of specialist professionals. This includes growing and managing your online presence.
Often the online side of business is delegated to employees who have to take time out from their official roles to send out a mailshot or tweet a few things from the company account. This achieves little and could be using up valuable employee time.
What do Daniel Radcliffe, Daniel Craig and Keira Knightley have in common? Answer: none of them are on Twitter. Can we learn anything from these stars of the silver screen?
Do we really need to be on Twitter?
It’s a question that we are asked by nearly all of our new customers. Very often they feel they don’t really “get” Twitter, but they are constantly being told they need to be on it regardless of whether they see what all the fuss is about or not! Read more
They’re ambitious, mature and ready to change the world with the confidence of their own convictions and creativity. They are generation Z.
It’s no surprise if you’ve grown a little tired of the word “millennials”– it’s everywhere at the moment. And rightly so – as one of the most fascinating generations, we as marketers should pay them close attention.
But what about the next generation? UKcentric recently had our very own generation Z in our midst for work experience, so we took this opportunity to get their take on everything digital. Making up about a quarter of the UK’s population, it’s definitely worth dedicating time to reach out to this group.
Nathan, a 15-year-old pupil, chatted to us about his regular digital routines and his views on each of them.
“I hardly ever go on Facebook”, he admits. As a bright and energetic teen, Nathan said that Facebook definitely seems like a network for older people.
“There’s nothing people would need to contact me on Facebook about,” he said. “If my friends really wanted to tell me something they’d do it in person.” Not to mention the lack of relevant news that Facebook seems to produce for our generation Z.
“I don’t want to see everyone’s selfies. It’s boring. I’d rather spend my time finding interesting stuff on Twitter…”
Surprisingly perhaps, most of Nathan’s friends have Twitter accounts.
“I don’t tweet though – I don’t have anything I want to say, I use it to find things.” Unlike the #hungry and #selfie cults of Twitter, Nathan does not use his own account for what some critics describe as ‘digital shouting’, but to find articles, videos, comics – anything he has an interest in.
But this is a generation of do-ers. Should they not be actively joining in with the conversation specific hashtags like #GBBO or #xfactor? No doubt some do; but Nathan prefers to engage in one thing at a time, leaving the tablet browsing whilst watching telly down to the millenials and upwards (sorry to anyone who spent a long time learning how to multi-task in order to do this).
Nathan’s younger sibling is a young generation Z and does not have a Twitter or Facebook account, and this isn’t unusual.
“They all use Instagram. It’s the fastest way to get a message across – that and Snapchat.”
As the younger generations find their digital voice, the content becomes more and more image focused.
General online use
As a very pro-active generation, there are no surprises that the Zs like the most up-to-date websites to browse. This extends further than preferred aesthetics – they also place more trust in the newest looking sites.
“I wouldn’t buy anything from a website that looked like it was designed a few years ago. It might work fine, but there’s something untrustworthy about it looking old …”
As a more visually driven age than the millennials and beyond, Nathan told us how memes were also a large part of not just his social media interaction, but meetings in person with friends and classmates.
“There are certain memes that are very funny and really relevant to you in your everyday life at school.”
As well as being good comedy material, memes also play a large role in community spirit for this young generation. If a classmate makes reference to a particularly well-shared meme, most people will understand the joke. This is a fascinating new approach to bringing what is online into the classroom.
“There was a boy who come late into a maths class and entered with, ‘Sorry I’m late. I’ve just picked up a Mayo Chicken for 99p’. So if everyone knows a particular phrase or something from TV, it’ll often become a sort of meme in real life.”
Being able to embrace the online world and immediately use it in social situations gives us a key insight to the Z-style:
- Things must be immediate
- Things must hold factual or interesting content yet other ads can still triumph with a catchy, gimmick approach (but it doesn’t last long)
- Illustrating concepts, products and philosophies through imagery is absolutely key
Something that Nathan has really taught us, is the rapid ability that generation Z’s has in adapting to new technology. So whatever marketing strategy you choose next – it had better be cutting edge, to the point and happen quickly, or this generation will have moved on.
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