Monthly Archives: January 2020

Should you build your own website?

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Build your own website

So you've started your own business. Or your current website needs a bit of a makeover. Or you work for an organisation and have been tasked with refreshing their site. But you haven't got a multi-million budget to spend*. What to do?

*Although it would be nice if you had.

It's tempting to go down the DIY route, especially if you've already done a bit of web stuff before. Of course you could sit down and teach yourself how to build a very basic website. But for a professional organisation, this isn't the best idea. Here we look at a few reasons why.

  1. Looks cheap
    It will look like it's been built by a beginner – because it has – and this will damage your brand. If you look like a cheap enterprise, your customers will go elsewhere.
  2. Looks like every other site
    Use a cheap off-the-shelf template and it will look like every other website out there, and will offer no customisation or advanced functionality such as a CMS. You'll probably want to update your website regularly, and a CMS (Content Management System) is by far the best way of doing this. Plus it will save you time and money in the long run.
  3. Costs more
    It will take you a long time to build, so ultimately cost you more than using an expert. How did we work this out? Say you pay yourself £25 per hour. Your web developer charges £35 per hour. You're saving money by doing it yourself, right? Probably not. It might take you 200 hours to learn how to set everything up and try to get it just right. Factor in all of that time and you've spent £5,000 of worth of time building an average website. Instead, you could have a website beautifully designed by an expert for a cheaper price and in a shorter timeframe.
  4. Takes time
    Your time and therefore money is better spent on other things – such as running your business, or doing the job you're actually being paid for.
  5. Nobody will find it
    It won't be search engine optimised, so nobody will find it. Here at Public we can create comprehensive campaigns that include SEO, social media, online advertising and much more that will bring traffic to your website and attention to your brand.

By hiring a professional you'll realise a return on your investment. At Public we're experts at creating stunning and engaging websites. It's what we do every day. Contact us to find out how we can help your business.

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New year, new marketing plan: 10 ways to revamp your marketing for the new decade

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New year new marketing plan

It’s a new year and a new decade, so now's the time to reflect on the successes or challenges you faced in 2019, and think about what you want your business to accomplish in 2020.

Like many areas of your business, it's a good time to take a look at your marketing. To help you revamp your marketing strategy in 2020, we've put together 10 helpful tips to get you started:

1. Establish a budget
When creating your marketing budget, you need to be focused on your customers. Where are they, and how do you find them? Start by looking back on last year’s marketing costs and create a realistic budget. Methods of marketing are rapidly evolving, so your budget should have some room for changes you might need to make in the new year.

2. Consider your target market
You may have plenty of customers coming through your door or visiting your website every day, but are these the customers you really want to reach? Do you know who your target market really is? You can’t focus on revamping your marketing plan until you know who you really want to target. Have a look at the value of your current customers – should you be sticking with them or looking elsewhere?

3. Consider your strengths
Say you run a restaurant. Do you serve the best pasta in town? Offer the friendliest service? Run a great mid-week offer? These are the things you should to focus on in your advertising. When you know your strengths, you can use them in your marketing materials.

4. Create a realistic schedule
One of the key parts of staying on track with marketing is establishing a realistic schedule that works. Just like any new year's resolution, it's better to make it achievable. Planning your upcoming year will help you stay focused on your goals.

5. Update your logo
Your logo is one of the first things potential customers see. Does it communicate your brand well? If you think your logo still fits, there’s no need to change it – but if the font or graphics seem at odds with the personality of your business, consider getting a new one. And do it properly: hire a professional designer!

6. Review your website
Is your current site easy to navigate? Has it been updated in the past few years? Does it feature an accurate menu and easy-to-find contact info? Has it been optimised for mobile devices? If the answer to any of these questions is no, consider revamping your site.

7. Create valuable website content
People assign more credibility to sites that show they have been recently updated or reviewed – and it's also great for SEO. When a website is updated regularly, Google sees it as an active site and therefore ranks it more highly in search results pages. Have a look at what you say on your website, and make sure it's regularly updated and reflects your brand well.

8. Be mobile-friendly
Mobile internet use is growing and growing (something we first wrote about way back in July 2013). This year, it’s important to make sure you're producing content that’s web-friendly, and ensure your website is optimised for mobile (if you haven’t already). This will help you reach more of your audience and let customers know that you take your digital marketing seriously.

9. Review your advertising tactics
Look at the channels you use for your advertising. Do you use Google AdWords, email marketing, press adverts, social media advertising, or something else? Are these methods bringing in the customers you want? Think about where your ideal customer is and what channels they'll actually see - and be most receptive to.

10. Have a fresh look at your social media presence
Social media is no longer an option…it’s a necessity. It's also one of the most direct and effective ways you can promote your business. Even if you’re already actively using social media, evaluate your activity and see if you’re doing all that you can. Are you using your Facebook page effectively? Are you responding quickly to customers on Twitter? This is also a good time to think about whether you need to be active on so many platforms. For example, if your customers don't use Twitter, stick to Facebook. Your time will be better spent and you'll have more time to engage. A content calendar is a fantastic way of scheduling in your activity.

So in summary...
Marketing is basically about listening to your audience, and telling them why they would benefit from using your product or service. Making a few tweaks to your plan can help refine and target your marketing, and put you on the right track for a successful 2020.

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