Google on Tablet

SEMrush Ranking Factors Study – What You Need To Know

Direct Traffic is a large contributor to your ranking position Direct traffic is most often the result of a user entering a URL into their browser or using a bookmark to directly access the site. Essentially, direct sessions occur any time Google Analytics cannot determine another referring source or channel. As such, direct traffic is often seen as an indicator of brand awareness as it suggests the more that visitors are directly entering the URL for your website, the stronger your brand awareness. As well as a sign of a strong brand, Google can attribute it as an indicator that your website has high authority and value for users, and thus should be placed higher in SERP’s. How do you increase Direct Traffic? Social Media: whilst at first you would believe that using platforms such as Twitter and Facebook would only boost your Social sessions, Social Media is a fantastic channel for increasing visibility for your product or service. Facebook itself has over one billion active monthly users, meaning that your business has a unique opportunity to increase awareness amongst a worldwide audience. As the saying goes… “content is king”, create great shareable content that would in turn enable you to reach more people. Go Offline: the strongest marketing strategies take a multi-channel approach. Have you recently created a great piece of content? Or, have you recently launched a new offer? Share this with your audience through an offline channel such as a direct mailing campaign or print advert to encourage users to actively search for your website’s URL. Advertise: this may not be feasible for everybody, but advertising can be as expensive as you want it to be. Print small paper ads and put them in local shops, get an advertisement on the radio or you could consider AdWords to have a larger level of control over your budgets. Focus on the User Experience User behaviour signals such as Average Session Duration, Pages per Session and Bounce Rate have also been found to be a big influence on website rankings, as they can indicate a quality website user experience and relevant content for users. 49% – the average Bounce Rate for websites ranking in the top three. 3 – 3.5 – pages are visited per one session when a user lands on the website from search. x3.5 – users spent 3.5 times more time on the first-ranking pages. These results indicate that if you can influence users to spend more time on your website, you could rank higher in SERPs. Whilst this could also be explained by the fact that users trust top-ranking pages more than lower-ranking ones, it’s important to ensure that your website is well optimised to provide a quality user experience. How do you Improve User Behaviour? Increase the number of internal links within each page – make it as easy as possible for your visitors to navigate your website, this will also help search engines to crawl your website. Create clear user journeys across the website – help visitors navigate the website easily. This will encourage them to view more pages related to what they’re searching for. Add more video content to the website – video provides an excellent (and varied) format to engage your audience. Ensure your pages are relevant to your ranking keywords – it’s important that your page isn’t gaining traffic from keywords that are not relevant to your content, as this can lead to a poor user experience. Take time to review your keyword rankings, and navigate away from less relevant keywords. If you need assistance in increasing Direct Traffic to your website or improving your site’s user experience , get in touch with us and we’ll be happy to support you in your SEO activities. Get in touch today or contact us at info@generateuk.co.uk or call 01635 88711.

Should your Business Employ a Chatbot?

But first… What is a Chatbot? Ok, let’s get this out the way up front. Yes, they are that little annoying window that pops up when you visit many websites – which you likely just close (unless you are actually looking to talk to someone there and then). But a bit more specifically, a chatbot is a program which attempts to simulate conversations with a human – often through text, but also voice (Siri, Alexa etc). They are powered by artificial intelligence with the main aim of helping you find what you need quicker than navigating around a website. What can they really do? There are varying levels of chatbots, some are more intelligent than others – some learn as they go and improve interactions and responses – some require more programmed rules by a human. There are four main things a chatbot can do: Engage – in a conversation tone, at any time of the day! Understand – using questions and tagging, understand the person’s needs. Deliver – some form of answer or solution without the person needing to go elsewhere. Refine – their engagement based on more and more interactions and data collection. At the end of the day, we want the chatbot to be useful for the end user, but also for us. You up? One such chat bot to be delivering the above is Casper’s brilliantly named Insomnobot 3000, which provides relief for those suffering from the loneliness of insomnia. As the company describe; the Insomnobot 3000 is a “friendly, easily distracted bot designed to keep you company when you just can’t fall asleep”, replying to your text messages, providing a friend when everyone else is asleep. What are the opportunities? Basically, the opportunity is to nail the messaging and communications with a potential customer much quicker and simpler. Chatbots could answer those small questions that people have on a regular basis which they would normally just Google – we could help answer and give them exactly what they are looking for. Imagine if a Chatbot had access to every single blog, whitepaper, video and guide you had ever produced? Yes, we can also sprinkle in some fun – add sarcastic responses to sarcastic questions for example or an upset reaction to the use of banned words. This will all help engagement, but much like a search function on a website, we can also analyse the questions and discussions people are having with your chatbots. This helps the bot, but also helps us learn about our consumers’ needs and wants. And the costs/risks? At the end of the day, the chatbot still heavily relies on us. Chatbots are no longer a technical challenge (some extremely smart people have solved that one) it’s a communications challenge. A detailed conversation flow will need to be developed – but also ongoing improvement over months and years is what will make a great bot! A chatbot is like a baby, it requires input and teaching for it to learn and develop into an adult. We need to understand what questions and needs are currently niggling away at the back of a person’s mind when interacting with our brand online. The chatbot can then be set up to answer those questions in a clever and efficient way. How do I start? There are many things to consider when developing your chatbot. There are a number of tools out there, and each one will have their pros and cons. A good digital marketing agency will be able to support you in putting one in place. Here’s a few tips to get started in understanding your customer’s needs and what questions they may ask a chatbot: Speak to customer facing staff – these are the people that interact with customers on a daily basis, they hear an array of questions throughout their interactions and should be a first point of call to identify FAQs. Utilise the internet – a fantastic tool to find out what questions your chatbot will need to answer is Answer The Public. Answer The Public is a free tool that crawls search engines to analyse what are the most frequently searched queries related to a keyword. This could be used to search for the products and services that your business offers and discover what questions your audience are asking. Questionnaires – there’s no better source for information than directly from your consumers. Ask them what made them purchase your product or service, understand their pain points that led to them to your business, and ensure that your chatbot can help those that could be in a similar position. Conclusion Chatbots are likely to be increasingly used across the web. If they can be set up and managed correctly, perhaps even use some machine learning… they could be potent customer service tools and improve the overall user experience of your website/app. If you are looking to explore the use of chatbots in your marketing, get in touch with us and we’ll be happy to support you in finding the best solution for your website. Get in touch with your account manager or contact us at info@generateuk.co.uk or call 01635 88711.
GUK VR

5 Marketing Trends to Watch Out For in 2018

Here at Generate UK, we’ve been pondering what we think will be the biggest marketing trends to watch out for in 2018: Navigating GDPR One of the hottest topics of 2017, GDPR will come into force on 25th May 2018. As well as impacting business in general, GDPR signals significant changes in the world of digital marketing. The new data protection regulations will hugely affect the way in which marketers collect, process and utilise data. As a result, organisations that advertise online are quickly learning how to navigate the new regulations while still executing well-thought out campaigns that resonate with their target audience. There is no doubt that GDPR will bring new challenges for marketers, but that is not to say that savvy digital marketers cannot capitalise on these changes. Though they may seem restrictive, the new data protection regulations will give marketers a far better understanding of how prospects want their data to be used, meaning that, although audiences may shrink, they will become more targeted, consisting of data subjects that have a keener interest in the collateral and content that marketers want to put in front of them. Integrated AR on Social Media Both Augmented Reality and Virtual Reality were hot topics in the digital marketing world in 2017; unsurprisingly, these new technologies are set to evolve over the next 12 months. It’s no secret that our mobiles are becoming more and more integral to everyday life and with the vast majority of users accessing social media via their mobile or tablet – it makes perfect sense for social apps to integrate with AR. This opens multiple (virtual!) doors for brands to better engage with their prospects at the perfect time; using their location to show them relevant, sponsored, AR content. A Boost in Brand Purpose There was a growth and somewhat pivotal change in brand purpose in 2017, with the likes Tesco, Procter & Gamble and Audi among those who took a stand – and arguably a risk – by putting social issues at the heart of their advertising. In our now highly politicised world, people expect more from the brands they engage with. Turning up a brand’s political voice can advance brand awareness, popularity and purpose, but it must not be approached clumsily (we’re looking at you, Pepsi). Native Advertising Though native advertising is nothing new – with companies spending billions on native ads every year – 2018 will see more advertisements nestled into content that your target audience is already consuming. Companies aiming to increase their reach, boost brand awareness and obtain more promising engagement stats can benefit from new forms of native advertising; using social media, mobile and video to embed branded content and capture engaged and relevant prospects.  Marketing to Generation Z 2017 was peppered with various articles discussing the love/hate relationship between marketers and millennials, but with the New Year comes a new challenge: Generation Z. The UK’s youngest generation (born after 1996) consists of tech-savvy consumers who have been raised in an age of digital transformation. By 2020, 40% of all consumers are expected to be Gen Zers; in order to capture this new and challenging audience, marketers will need to fully understand and utilise Generation Z’s reception of ads. Having seen approximately 200,000 marketing messages before their 15th birthday, the average Gen Z prospect has a strong filter for promotional content and marketing collateral. While we can expect mobile marketing and video content to remain strong, marketers need to think carefully when creating unique campaigns to be heard above the noise.
LGBT Flag

Marketing and Social Change

From Jigsaw’s ‘Love Immigration’ campaign to Heineken’s ‘Worlds Apart’ experiment, brands are seeing the opportunity to capitalise on the partisan nature of today’s society and the changes that have taken place with campaigns that can generate high levels of public engagement. However, whilst some brands have used social issues as the key to their marketing activities, some companies have been slowly changing the tide on social thinking through small changes that are helping to create more representation and equality within society. ‘Everyone is welcome’ at Tesco An advert which may have slipped under the radar this Christmas season, Tesco’s ‘Everyone is welcome’ campaign not only highlights the diverse ways people celebrate Christmas, but champions it. Not every family in the UK is made up of a mum, dad and two kids; Tesco’s one minute advert goes a long way to show this and celebrate the diversity which makes up the United Kingdom leading towards a more inclusive Christmas. Another excellent campaign in 2017 was McCain’s fight back against popular culture’s failure to reflect with real families. Research carried out by OnePoll, found that 49% of Brits thought popular culture did not reflect the reality of modern families, while a huge 84% of families said they hadn’t seen anything in the last six months that related to them. This highlights the importance of presenting diversity, not only for the organisation, but for society too. #WeSeeEqual In honour of International Women’s Day, Procter & Gamble (P&G) launched a corporate #WeSeeEqual campaign aimed at uncovering gender bias. The video shows men, women, boys and girls defying gender stereotypes, using clips from a number of its brands – including Always and Secret – with messages such as “equations don’t care who solve them”. While P&G brands have previously released ads with gender equality themes, this marked a concerted corporate effort from the world’s second largest FMCG Company to highlight the issues of gender stereotypes and bias, and has led a number of companies to follow suit in changing attitudes towards the roles of both men and women. Another small action which made a big impact in 2017 was Audi’s ’Daughter’ Super Bowl commercial. Highlighting that, shockingly, it’s not only men that drive cars, Audi have extended their reach to the other 50% of the world’s population, simply by including them in the conversation. Small changes to a company’s marketing can create a large impact, with Audi reporting growing sales throughout 2017. Purpose for purpose’s sake It’s important to note that organisations should not just focus on purpose for purpose’s sake. “Couldn’t any other brand pull this off with equal legitimacy?” notes Mark Ritson, award winning columnist and marketing professor, about Heineken’s ‘World’s Apart’ campaign. Purpose needs to make sense for the organisation. Whilst those from across the political spectrum drink beer, you could easily replace Heineken with any other beverage and this ad would work. When looking to drive social change, Companies need to look at themselves alongside the issues that are prominent in their industry – it can’t be forced, as Pepsi found out the hard way – but needs to be sincere and relevant. How can your brand contribute to social change through marketing? Brands do not need to run campaigns nationwide or spend millions of pounds to show that they’re an organisation with a purpose or committed to corporate social responsibility. As noted with Audi, small changes can make a big difference. 50.8% of the UK population is female, and 13% of the UK is non-white, take a look at your marketing communications and see how it can be improved to make it more inclusive of these groups. Asking yourself questions such as “Are men and women equally represented in this brochure?” or “Is everyone included in this advert?” will go a long way to show that you are an inclusive organisation driven towards social change.   Explore the Campaigns: Jigsaw: Love Immigration Heineken: Worlds Apart McCain: We Are Family Advert Audi: Daughter Pepsi: Live for Now
General Data Protection Regulation

Marketers, Are You Ready For GDPR?

What is GDPR? The first recognition that there was a need for standardised data protection arrived in 1998, in the form of the Data Protection Act (DPA) – a set of UK laws ensuring that businesses take the necessary steps to protect the personal data collected from their customers and prospects. However, given the rapid and ongoing advances in technology affecting the way in which we store data, the DPA is no longer fit for purpose. While its principles are not dissimilar to the DPA, the General Data Protection Regulation aims to make data protection laws more current in our ever- evolving digital world. Nowadays, people are more aware of data protection; more questions are raised with regards to how information is processed and stored, GDPR will provide customers and prospects with more visibility on how their data is being utilised. Furthermore, GDPR will make it compulsory for businesses to obtain clear and unambiguous consent from their customers and prospects before using their data for marketing purposes. This will give data subjects peace of mind that their details will not be used for any purpose beyond what they have already agreed. GDPR will also work to standardise Europe’s inconsistent data protection landscape and ensure organisations are held more accountable for data protection and security. Furthermore, the GDPR considers the exponential rate at which technology is advancing and expanding, rendering it a far more future-proof solution than the Data Protection Act. The GDPR applies to every organisation working within the EU in order to facilitate the secure flow of data across Europe. Therefore, even though the United Kingdom is in the process of leaving the EU, it is paramount that UK companies to start preparing for the GDPR as soon as possible. What will GDPR mean for both large and small businesses? How do businesses take the necessary steps to become compliant? Businesses may think of GDPR as a more comprehensive Data Protection Act (DPA). No organisation, however large or small can afford to ignore the updated data privacy demands, companies that don’t take action to comply risk being hit with large fines and reputational damage. Let’s face it, most companies have built their data over years of activity and will be a mix of consensual and non-consensual data. Whether your data has been purchased or acquired through marketing activities; such as events, email campaigns or through past custom, post May 25th next year, unless you have gained consent, your data and the years of time and investment will potentially be wasted. Until now, data security has all too often been overlooked in the design process. GDPR will mean that organisations need to practice privacy by design to eradicate the lack of security and privacy input during the design phase, ensuring that all European companies implement adequate systems and processes. If businesses embrace the chances that GDPR will bring, the transition to compliance should be smooth. 2016 saw Talk Talk pay the price for a huge security failure when a cyber-attack resulted in the personal data theft of over 156,000 customers – including many customer’s bank details. In addition to a record fine, Talk Talk’s pre-tax profit fell by more than 50% and the company are still facing the challenge of regaining customer trust. But it’s not just household names that are under pressure to prepare for GDPR; smaller business should not assume that they are safe behind the shield of bigger businesses, but instead, need to ensure that their data security measures are watertight. DOWNLOAD OUR FREE GUK GDPR DATA HANDBOOK TODAY What does GDPR Mean for Marketing? Despite initial challenges that the General Data Protection Regulation will inevitably bring, it is important for all European companies to recognise GDPR as a huge positive – it’ll mean tighter security, with companies taking all the necessary steps to comply; striving to protect their customers as well as their reputation. Nevertheless, marketers needs to tread carefully, as only ads that approach GDPR correctly will survive. Remarketing and in-audience will become more challenging; a perfect balance needs to be struck between respecting and abiding by the privacy protection that GDPR brings and reaching your target audience at the right time. The General Data Protection Regulation will affect how is data collected, transferred, stored and processed. As well as clearing the hurdles that this will put in place, marketers need to review all these processes critically, thorough the lens of GPDR. The new regulations will mean that marketers have a far better understanding of how consumers want their data to be used, meaning that, while the need for unambiguous consent may mean audiences are smaller, with more people choosing to ‘opt-out’, prospects will of higher value, with a larger interest in the material that marketers want to get in front of them. As part of your new GDPR-compliant privacy policy, it is vital that you honour your data subjects’ right to access and right to erasure. Your customers and prospects should be allowed to access the data that your business holds on them, should they wish to have this data removed, under the right to erasure (or right to be forgotten), your business must cleanse your data pool, removing all information relating to the subject. An exception to this, of course, would be if the data subject had previously purchased your goods or services, in which case you are legally obligated to keep a hold of their data for a further 6 years after purchase – though you may not legally contact them with marketing collateral. It is important to note that useful, marketing tools like Google Analytics will not be affected by the General Data Protection Regulation. Neither Google Analytics nor Google Tag manager collect personal data – they only track user behaviour – therefore, they fall outside the umbrella of processes affected by GDPR. There is no doubt that GDPR will bring new challenges for marketers, but, as digital marketers, we are an ever-evolving, ever-growing field and are, without a doubt, more than ready for the challenge. What steps are GUK taking to be ready/compliant? Generate UK have already taken the necessary steps to become complaint with GDPR. In order to fully prepare ourselves and our clients for the new regulations, Generate UK have worked to become GDPR Practitioners. We have strived to know the ins and outs so you don’t have to; Generate UK are ready and waiting to offer our expertise so that your business is secure, compliant and not left vulnerable to substantial penalties. How will GUK help our clients become compliant? Generate UK are committed to supporting our clients in their preparation for GDPR; we are ready to help you cleanse and nurture your data to make sure that it is complaint. We’re currently working with our partners to create two new solutions to help our clients comply with GDPR. These are due to launch at the start of 2018. We have designed a GDPR communications programme to help your business obtain and demonstrate consent from your existing data pool. Helping you outline the legitimate reasons why you would like to continue communicating with your prospective customers and providing your prospects with options of how they would like to receive communications from you. The programme includes: • 7 x Campaign (spread out between now and May 2018) • Fully designed professional email templates customised to your brand and CTAs • Tailored GDPR and industry based messaging • Analytics and reporting • Data base cleansing for GDPR readiness Looking ahead to GDPR With GDPR now just over seven months away, if you’re business has not already started taking steps towards compliance, there really is no time like the present. However, it is important not to feel overwhelmed by the imminent changes in data protection regulations – though it may appear challenging, GDPR is set to unlock a wealth of opportunities for marketers. If you would like to speak to us with regards to the GDPR Services Programme please contact your relevant Account Manager or phone us on 01635 887711 or info@generateuk.co.uk

Generate UK Shortlisted for National Digital Awards Thanks To Innovative Feedback Ferret Animation

  Feedback Ferret use text analytics to transform customer feedback comments into actionable insights. Due to the unique nature of their business, they were finding it challenging to communicate their core services in a succinct way, without using thick paragraphs of text that both website visitors and prospects can be hesitant to read. Feedback Ferret recognised the need to create an asset that succinctly summarised their work and turned to Generate UK for a solution.   We stepped up to the challenge and delivered a project we are incredibly proud of. Keeping the objective to educate and inform in mind, Generate UK produced a 60 second animation explainer to give a thorough, concise and engaging overview of the services that Feedback Ferret provide. Who better to explain feedback analysis than ferret scientists!? The characters we created for the animation fit Feedback Ferret’s branding perfectly that they have now been implemented throughout their website and other branded assets.   Alongside the animation itself, we provided two scripts and two voice overs, in order to cater to both Feedback Ferret’s UK and US markets. Take a look: Lawrence Jones, CEO of headline sponsor UKFast, said: “The DEAs are an incredible opportunity to celebrate the best in digital talent from up and down the UK. This year’s finalists have all shown a clear appreciation of challenges faced in business and how to solve them using digital innovation, meeting the everyday needs of their customers by evolving new solutions and approaches. That’s what the DEAs are all about.” Generate UK are extremely pleased and proud to have shaken off strong competition from the hundreds of businesses that entered. Here’s to hoping that the thirteenth Digital Entrepreneur Awards Ceremony won’t be unlucky for us! Visit https://www.digital-entrepreneur.co.uk/ for a full list of finalists or for details or take a look at our Feedback Ferret case study.  
View of Brighton shoreline

Three Takeaways From BrightonSEO 2017

1) Voice search provides a big opportunity With 2017 seeing the rise of devices such as Google Home and Amazon Echo, voice search is becoming more and more used as a method of searching for information. 40% of adults now use voice search once per day, this provides a big opportunity for businesses. When using voice search, only one answer will be provided, unlike when searching via a search engine. Top tips for ranking for voice searches: Focus on long tail keywords that are similar to how you would naturally ask someone a question. Mark up your website content to make it easier for search engines to find the answer to the searcher’s question. Build detailed answers for your content, search engines value quality. Ensure your website is mobile friendly and HTTPS secure.   2) Context is key The rise of voice search, also means an increase in the prominence of Google Hummingbird. We are beginning to see a big shift in Google’s priorities, with context now overtaking content. Google is getting smarter, and now has the capacity to have a conversation with searchers. This means that Google now takes in to account elements such as the searchers location when providing results. An errant search for “noodle restaurant” will no longer favour those in the top 10 ranking positions but instead prioritise first results for noodle restaurants in your local area. How to prepare for Google Hummingbird Think of follow up questions – what might users ask search engines next? Review your content to ensure that you’ve provided a comprehensive answer which adds value for your visitors. Mark up your content – there are Schema mark ups for almost everything now. Help make your content easier to find. Make your website mobile friendly!   3) Don’t just default to content Whilst it’s easy for us marketers to just default to written content, try to think of other creative ways to engage your users. Could your latest news piece make a great video? Would your recent survey findings make an interesting infographic? How else could your content be presented? Creating engaging, high quality content should help to increase the likelihood of your marketing communications being shared on social media and linked back to by websites. Guide to finding new content: Look at the calendar – see what events are coming up and assess what would be suitable for your business. Borrow from others – websites such as Wikipedia, ONS and GOV.UK provide a wealth of statistics that could be re-purposed in to a new infographic. Use survey data – when using survey data you could potentially create 10 different pieces of content based on yes/no answers to 5 questions.   Did you go to BrightonSEO? We’d love to hear how you found the event. Join the conversation on Twitter and Facebook.

5 Tips to Stop SEO Mistakes Limiting Your Content Marketing

1. Make Sure Your Content Isn’t Too Short If your blog, for example, is only four sentences long, it is highly unlikely to be able to provide the reader with all of the information that they need. More detailed content is more likely to be able to answer the user’s question, so appear higher up on search results pages. 2. Or Too Long The average reader’s attention span is really quite short, so aim to capture and recapture the reader’s attention throughout the article. Though it is important to provide your readers with informative, useful content, it is equally as important to avoid ‘content fatigue’ by boring your readers with long paragraphs of text with no content breaks. Try using lists, subheadings and images to make the content appear more inviting and less taxing to read. 3. Make It Visual While long pages of content will cause search engines to rank your content unfavourably, incorporating images, videos and design elements can help search engines favour you content over that of your competitors. 4. Spelling & Grammatical Errors Though not strictly SEO factors, simple spelling and grammar errors harm your readability and credibility, greatly reducing your chance of gaining referrals from other sites – one of the best ways to get your content to the top of the search pages. 5. Make Sure You Have Optimised Meta Data Even a well-thought out article that has struck the keyword balance perfectly can be kept back from the top search results. Though these aspects of SEO seem more technical, they are easy to get right – the correct use of titles, meta titles, meta descriptions, etc. can be the solid foundation to successful content marketing. Though content marketing should not be restricted by your SEO goals, it is very easy to use the apparent overlap to your advantage. Strong SEO paired with relevant and engaging content can prove a great way to generate new users and potential new customers. So what are you waiting for?

Top 4 Benefits of Mobile Marketing

1. Reach 93% of adults in the UK personally own/use a mobile phone, and with the majority of these users within arm’s length of their devices at all times there’s a lot of potential to reach customers at any time of the day. SMS marketing boasts an impressive average open rate of 98%, meaning mobile marketing could become an essential tool in ensuring your company’s message is delivered to, and read by, a large proportion of your customer base. 2. Mobile Searches Outweigh Desktop Searches According to research conducted in 2016, up to 60% of global search queries on Google come from a mobile device, meaning if your website is not optimised for mobile users, you are limiting your companies reach with potential customers. Google has begun putting more weight on mobile friendly websites in SEO, making mobile marketing a possible channel to gain a competitive edge on your competitors if their websites are not mobile responsive. 3. Affordability Compared to other forms of marketing, mobile marketing is a generally affordable way to communicate with your customers. Without the need to pay postage, printing or air time, you can expect to pay a lot less per person with each campaign. Thanks to automation, there’s also the benefit of less set up and management time ensuring that your staff will have more time to manage all marketing channels efficiently. 4. Powerful Targeting Whilst mobile marketing offers you the possibility of reaching a large amount of users, it also allows you to run extremely specific ads and campaigns to target different audiences. With improvements in the level of information available to marketers, you can target and segment potential customers by age, location, job title, even their favourite TV show! With such specific targeting options available you have the ability to craft personalised and effective marketing campaigns to engage your target audience. To find out how your business can benefit from mobile marketing contact our expert consultants, or call on 01635 887711.

Marketing Manager, Charlie Fox, on Triangle’s Website Refresh

Why was the new structure so important to Triangle? The way a website looks and works is the cornerstone in the marketing machine for any business and it’s likely to be a customer’s main reference point. It was key that the way we present our services online is an accurate representation of what we offer our customers. The Business Intelligence landscape has changed – and is constantly changing. There is a lot of jargon and buzzwords being thrown about, for example ‘IoT’, ‘Big Data’ etc. However, the core message regarding our projects and services remains the same, we just needed our site to better reflect who Triangle are. How has the site changed? After a heat map from Generate UK showed that our ‘what we do’ section was the most popular, with many users clicking on this part of the site, we wanted to take the opportunity to ensure visitors got a clear and broad picture of the services we offer and it catered for their needs. As a result of the changes we’ve made, our user journey has improved significantly. Have your services changed at all? Or had the site just evolved to better reflect what you offer? At Triangle, we are constantly developing our products and services as they have to move forward to keep up with the industry. In many ways, our business had outgrown our website; Triangle keep abreast of the latest technology and industry changes, though the old website did not necessarily highlight that. The site needed to more accurately project what we are offering in a more holistic way. We wanted it to present all the information and services needed to execute a great BI project, inspiring success from start to finish. Something new we’ve noticed on the website is Triangle’s 6 Pillars for Success, can you tell us a bit more about this?  Though the 6 Pillars of Success is new to the website, this methodology has been part of Triangle for a long time, so we wanted to make our potential customers aware of exactly how and why we ensure success. We’re advocates of the 6 pillars of success and apply these elements to all of our ventures. These are namely vision, team, action, communication, technology and data. Triangle have assisted hundreds of successful BI projects and in our experience, projects won’t truly fly without incorporating all of these principles. What challenges were there with the old site? There were very few real challenges, the issue was simple – making sure the site portrayed who we are and how we deliver successful BI projects. The ‘What We Do’ section is incredibly important for any company website to get right. Though we always keep on top of developing the site, for what we wanted to achieve this time around, we needed the site refresh to really focus on our services so it is up to date. How does Triangle keep on top of the ever-changing BI industry? Triangle’s BI consultants are not only experienced but certified, we actively encourage continued learning and extensively invest in our Research and Development Department in software, on premise and in the cloud to help stay ahead of the curve. This is what makes us stand out, and now we can say our website more effectively showcases us as a go-to Business Intelligence partner for successful BI and business analytics projects. As well as the constant evolution, have there been any major industry changes that prompted the refreshed site? Selling a software license is easy, but not every company can deliver analytics solutions like Triangle can. Triangle Information Management is not just a software vendor; we are planners, problem solvers and trouble-shooters and are always looking for new ways to grow – both for our individual employees, clients and for Triangle as a whole. Triangle is about quality rather than instant access, we take the time to understand your business needs and the industries you work with in order to construct a well-suited, successful BI project. We wanted our site to reflect this commitment to quality and the commitment to fully understanding all of our customers’ needs. What’s your favourite feature of the new website? Having been a labour of love for quite some time, I would have to say that the overall user experience is something we are proud of. We give a far better account of ourselves and the way the user can get the information they want is far more simplistic. Tell us more about the new user journey. We have identified three key user groups who visit our site. Those who are kick-starting a new analytics project, those who are re-energising an analytics project and those looking to take the next leap with analytics. We have tailored content to suit each one of those group’s needs. We have given users a far more nutritious journey throughout the site- Complementary content is offered as the user delves into the site. To discover Triangle’s range of innovative business intelligence services and to view the website refresh, check out the Triangle website.