Digital Pathway Solutions

As we have discussed in previous posts, digital content can be one of the most effective ways of gaining new customers. However, not all content is created equal. Visitors must find your content eye catching and engaging if you want them to become customers. While there are many best practices in achieving these goals, what works for one company might not necessarily work for yours. So how do you know what content is best for you? A/B testing!   A/B testing is a systematic way of determining the most effective variation of your content. The process involves creating two different versions of content (A and B). Versions A and B should be nearly identical with only slight variations. These variations can include different headlines, different calls to action, or different copy. When A/B testing, you only have one variation in the A and B version with the rest being identical. After creating the different versions, you send them each to subsets of your audience. Whi...

Today, the expectation is that all companies have a website. It is the easiest and fastest way to share information with your customers. However, not all websites are created equal. Businesses with sleek and clean websites see customers greatly engaged and spending longer amounts of time on them. Outdated, unorganized sites, on the other hand, reflect poorly on the business and are often ignored. It’s clear that investing in an impressive website design is critical for your business. But what makes a good website design? Here are some factors   that can improve your website design. Navigation Nothing ruins a website faster than a confusing layout. Visitors should know how to get exactly where they want to go. Having a clear menu bar or a search feature will help navigate your site with ease. Visual Elements Visuals often stay with people longer than words. Therefore, you want your website to be visually memorable and engaging. Your visuals, however, s...

There’s no denying it. Your business needs to be on social media. It’s a key part of so many people’s day. There are currently 3.997 billion people on social media . The average person has 5.54 social media accounts and spends 116 minutes on social media a day . And it’s not just individuals on social media. Eighty-one percent  of small businesses are on at least one social platform. Your customers and competition are on social media, and you need to be too if you want to stay competitive. But what other benefits are there to social media marketing? Here are 5 reasons why your business should be on social media . 1. Build Awareness Social media allows customers to learn about your company organically. As already discussed, social media is an integral part of many people’s day. Because of this, they are going to feel much more comfortable learning about your business on social media compared to other platforms. 2. Demonstrate expertise As mentioned ...

As the saying goes, content is king. But why is content marketing so important to businesses today? Today’s customers do not want to be sold something. They are looking for businesses that have added value outside of their products. So how can companies effectively meet this need? Content marketing. Content marketing is the strategy of offering valuable and relevant content to attract customers. So what exactly is content?   It is any kind of information a company is putting out for consumers. This could mean photographs, blogs, magazines, videos, social media posts, and much more. For this content to be successful in drawing customers, it must add value in some way. Valuable content must solve a customer’s problem. Perhaps you write a blog that explains complex ideas within your industry. Or you create funny videos that entertain your audience. The possibilities are endless. They just can’t be an attempt to sell your products. The content must be a genuine a...