Three Questions To Ask Yourself Before Hiring a Marketing Firm

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If you’ve just made the decision to hire a marketing firm to help you grow your business, you’re probably wondering what the next steps are. There are a lot of choices out there for companies looking to hire a good marketing firm, so it’s important to ask yourself a few questions before you start your search:

1. What kind of marketing would I prefer my agency do for me? 

There are almost as many types of marketing agencies as there are businesses. In your search for firms, you’ll come across ones that work with more traditional mediums — TV, print ads, billboards, etc. You’ll also find firms that work mainly on the Internet, specializing in SEO, PPC and Web design. Think about where you’d like to get your customers from, and tailor your search to that goal.

2. Do I want a marketing agency that is targeted to my niche, or would an agency with a broader scope be better for my needs?

Some agencies provide services to only one or two niches, such as agencies that only work with dentists, or agencies that only work with lawyers. Other agencies accept clients from all backgrounds. Firms that only provide services to one industry often boast knowing more about that industry than firms that serve many different types of clients, but they also may attract less experienced candidates.

3. How much can I afford to spend?

This will help narrow your choices, as well. Some agencies require huge retainers, while others will be willing to work with you on a per-project basis or be satisfied with a much smaller retainer. When making this decision, be sure to factor in how much a new customer is worth to your company.

Once you’ve answered these questions, you can start your search for the perfect marketing agency. If you have more questions about what a marketing firm can do for your business, contact Fahrenheit Marketing today.

Who Should Blog for Your Company?

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You’ve probably heard, but we’re now in the content marketing age. Most people are convinced that creating good content on a regular basis is key to a successful Internet marketing strategy. But if you’re a business owner trying to add content marketing to your current strategy, you may be wondering who will create all of that content for you.

To help you with this decision, we’ve broken down a few of the options available for who might blog for your company:

  • You. Especially if you’ve got a way with words, you’re the ideal choice for your company’s main blogger. You know almost everything there is to know about your company, you know what your customers care about and you’ll be able to control the quality of every post. But… there’s a downside: Blogging takes time and energy. Do you have enough spare time to write your company’s blog?
  • One of your employees. Okay, so if you’re too busy to blog, maybe one of your employees is the next best thing. Your employee probably knows a lot about your company and customers. But, is your employee a good writer? Does he/she have the spare time available to blog for you?
  • A freelance writer. Hiring a professional blogger can be a great idea, especially if you’re in an industry that’s easy to research or you’re willing to answer a few questions for the writer from time to time. You’ll probably have less control over the content and it will feel less personal with this option, but the blogs may be better written and better at selling if written by a professional writer. If you decide to go this route, make sure the writer you work with speaks English as his or her first language and that you like his or her writing style.
  • A full-service marketing agency. A full-service marketing agency can have its writers immerse themselves in the day-to-day operations of your business in order to learn what your customers want to know. While the writers from a full-service agency may not know as much about your company as you do, they’ll get close, and you’ll have a professional writer attracting readers to your blog.

At Fahrenheit Marketing, we write blog posts that drive traffic to our clients’ websites and turn those visitors into customers. If you’re interested in growing your business with online marketing, contact Fahrenheit Marketing today for a free consultation.

Site Factors that Increase Conversions for Doctors

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Many doctors have websites that get loads of traffic, but their phones just aren’t ringing. Most of the time, this isn’t because they’re not good enough doctors or they’re getting the wrong kind of traffic to their site. Their phones aren’t ringing because their sites aren’t converting visitors into patients.

Here are the three most important changes you can make to your site to boost conversions:

  1. Having photos of people on your website. Ever visited a website that doesn’t have any people in the pictures? It’s off putting and a little eerie. Have photos of people who look like your target patient, and have a picture of yourself in at least one place on your website. Your patients would feel more comfortable if they know what you look like before they meet you.
  2. Prove your credentials. Choosing a doctor can be a nerve wracking process for many patients. Patients want to know if you really have the necessary skills to be their doctor, so provide them with that information. Make sure your website tells users where you went to medical school, what certifications you have, any additional training you’ve pursued, what associations you’re a member of and any other accomplishment that makes you proud.
  3. Include a call to action in your website’s content. Sometimes visitors don’t convert into patients because they just don’t know what the next step is. Make it obvious what you want them to do next, and your conversions will increase. On that note, make your phone number easy to find — this means including a contact page and having your phone number at the top of every page.

At Fahrenheit Marketing, we know that all of the traffic in the world doesn’t mean anything if your website can’t convert those visitors into patients, so we provide conversion-oriented online marketing services to our clients. To learn how Fahrenheit Marketing can help you turn the visitors to your website into clients, contact us today.

Three Off-the-Wall Things to A/B Test on Your Web Site

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Most webmasters want their websites to convert better. Those conversions can come through form submissions, phone calls, white paper downloads or likes on Facebook. To achieve better conversion rates, some webmasters have turned to A/B testing, or running randomized experiments where visitors are shown two different versions of a website. The version with the higher conversion rate is deemed the winner and any changes made in the winning version are applied to the canonical version of the site.

However, you might not realize which details of your website you should test. Here are a few off-the-wall conversion experiments to implement.

“Where’s that Phone Number, Again?”

Try increasing (or decreasing) your telephone number’s font size. Some sites make their phone numbers downright illegible. Others take up the entire header with their digits. Run a few tests to make sure your phone number is optimized for your users’ expectations.

Test Your 404 Page

404 pages happen. Don’t be ashamed by them. If a visitor has clicked to a page that doesn’t really exist, use the opportunity to experiment with the location of a search box or offering your social media profiles as a resource. Your new 404 page could be just the shot in the arm your twitter profile needed.

“What do my Highest Bouncing Pages have in Common?”

Use your Web analytics package to identify the 5 pages on your site with the highest bounce rates. Then, make some hypotheses about why the pages are similar. Perhaps the content on the pages wasn’t written with the correct reader in mind. Perhaps you have a broken widget that only appears on a few pages. Use A/B testing to check your guesses and make a better user experience for your visitors.

These are just a few off-the-beaten-path A/B tests to run. Let us know of any other unique conversion experiments you like in the comments. We’d love to hear them.

Need help optimizing your website for conversions, contact Fahrenheit Marketing today to schedule a consultation with one of our talented team members.

Four Books to Read if You Want To Know More about Writing for the Web

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If you’ve decided you want to take the leap and write the content for your website or start a blog, you may be wondering where to start. You’ve probably figured out already that writing for the Web is different from writing for print, and now you want to know the basics. Reading a good book on the subject is the perfect place to start learning how to develop the best content on the Internet.

Here are the top four books we recommend:

Writing for the Web: Creating Compelling Web Content Using Words, Pictures and Sound by Lynda Felder

As any content creator will tell you, you’ll need more than just words to make a big impact on the Web. Lynda Felder devotes 192 pages to discussing how words, images and sounds can work together to make a website great and earn traffic. The book even comes with writing exercises to sharpen readers’ writing skills.

Letting Go of the Words, Second Edition: Writing Web Content that Works by Janice Redish

The second edition of Letting Go of the Words does an excellent job of discussing content strategy, writing to bolster SEO campaigns and boosting a social media audience. It’s thorough and gives excellent tips for writers of all skill levels.

Content Strategy for the Web, 2nd Edition by Kristina Halvorson and Melissa Rach

This book helps readers turn so-so content into terrific content that will convert visitors into customers. It makes an excellent argument for the business value of content marketing and lays out a process for a successful content marketing campaign.

Hot Text: Web Writing that Works by Lisa Price and Jonathan Price

Wish your writing could get the attention of more readers? Check out this book. It shows how to make writing scannable and teaches you how to grab your visitors’ attention so they’ll act on your advice. And, with its array of case studies, you’ll be able to see these principles play out in the business world.

At Fahrenheit Marketing, our content writers stay up-to-date on current Web trends to help clients turn clicks into customers. Contact us today to schedule a free consultation with a talented member of our staff.