At the dawn of the Internet age, […]
In this update to the Master Digital Marketing Plan, we discuss how small business has new opportunities on search results through Google’s FAQ feature and are at potential risk of a lawsuit for not having an ADA compliant website. In addition, we share the insights gained from a marketing concept that changes customer engagement through the use of storytelling.
When you search a topic, in addition to being presented with the articles and blogs that relate to it, you often see a box with common questions that reveal answers and source web page information. Sites that appear to answer common questions are likely to experience increased web views.
For sites that already feature FAQs, proper coding of the page allows Google to recognize and potentially feature them directly in a search. The process begins by assuring that your on-page content structure meets Google guidelines. Next, you need to create the necessary JSON-LD code, which allows Google to recognize your content as FAQ.
In 2019 several companies were sued because their websites and mobile apps were not compliant with the Americans with Disabilities Act (ADA). The ADA requires that reasonable accommodations to support people with disabilities living a full and normal life. With regard to websites, the Web Content Accessibility Guidelines (WCAG) presents how to create an ADA compliant website or how to modify your existing site to be compliant. Businesses both large and small are at risk of being sued, and the outcomes are still uncertain.
If you have questions about how to maximize the impact of your FAQs or about ADA compliant websites, we’re happy to help.
Donald Miller, the author of Building a Storybrand explains that the best way to cut through marketing noise and truly connect with your target audience is to tell them a story. An engaging marketing story casts the customer as the hero and your business as the guide who can help him or her achieve the goal.
As with all good stories, your marketing campaign should:
By telling a story rather than giving a pitch makes the customer a part of the process rather than something that is acted upon. And remember, everyone wants to be the hero in their own story and you can give your target audience a place to shine.
The new items to the master digital marketing plan consider: