In today’s world, having a great website is non-negotiable for business. It’s your top piece of marketing collateral that functions as your calling card, brochure, catalogue, and even point of sale. While there are many aspects to designing a website that’s both beautiful and functional, in this article we’re going to focus on one of the most basic: color. 

Choosing the right color palette for your website is one of the first choices you’ll make when it comes to design. In fact, it’s so foundational that it’s easy to overlook. But do so at your peril. Color is a powerful communication tool that speaks volumes to your potential customers and choosing the wrong one can be bad for business. Applying color psychology to your design choices can help you avoid this pitfall and build a website that converts.

What Is Color Psychology and Why Is It Important for Websites?

Color psychology is the practice of selecting colors to convey ideas, values, and characteristics or to evoke an emotional response in the viewer. People across time and culture have long understood that color is powerful. While different cultures can attach different meanings to color, in web design and branding, colors generally have an agreed upon meaning.  

Your website should make a good first impression, which research shows takes only seven seconds to create. Our brains move at lightning speed to determine if a business is likable, trustworthy, and competent. Choosing colors that are misaligned with your brand personality, product, or service can break trust with your target customers and cost you. Luckily, the solution is within reach. By applying color psychology to your website design, you’ll communicate the right message at a glance.

How To Use Color Psychology

The simplest way to use color psychology is to identify on one or two main features of your business and brand. For example, if you sell financial services then you might want to project a sense of stability and trustworthiness to your potential customers. By contrast, if you run an ice cream shop, you might want to convey a sense of fun and play. 

Once you’ve identified the characteristics you want to communicate about your business, use the following list to find which colors suit your business best. 

  1. Red represents passion, energy, love, danger, power, excitement. It’s commonly used for warning signs, romance, or urgency and promoting limited time deals.
  1. Blue is the color of the sky and the ocean and represents calmness, trust, stability, tranquility, intelligence, and loyalty. It’s a color that’s all around us and as such is often favored in corporate branding, healthcare, and financial institutions.
  1. Green is another plentiful color in the natural world and as such represents nature, growth, harmony, freshness, safety, fertility, and money. You might see green in environmental campaigns, health and wellness, and financial services.
  1. Yellow is a high energy color that calls to mind the warmth of the sun. As such, it represents happiness, optimism, creativity, warmth, caution, and energy. You’ll find it used for warning signs, children’s products, and food and beverage industry as it’s said to stimulate hunger!
  1. Orange is perfect for conveying enthusiasm, creativity, success, encouragement, energy, and sociability. It’s great for food and beverage, sports, and travel companies.
  1. Purple is complex and deep. It’s often associated with royalty, luxury, spirituality, creativity, wisdom and mystery. Purple is a great choice for beauty products, high-end brands, or spirituality and wellness. 
  1. Pink is all about love, compassion, nurturing, femininity, playfulness, romance. Pink could be a great option for fashion and apparel, sweets and desserts, or children’s products.
  1. Black is a without a doubt a power move. It conveys power, elegance, sophistication, timelessness, and formality. This bold color is often the choice of luxury goods, formal events, fashion, or technology.
  1. White is all about purity, cleanliness, simplicity, innocence, and peace. It’s frequently chosen by healthcare, the wedding industry, and household products.
  1. Brown is another color commonly found in nature and as such conveys a sense of stability, reliability, wholesomeness, comfort, and earthiness. Reach for this color if you sell natural and organic products, logistics, or food and beverages.

Be Consistent in Your Branding

Within each of these broad color categories is a vast range of tints and hues. You can play with the saturation of each color until you find the perfect version for you. Just remember that consistency is key. Using the exact same shade across your website and brand is a critical part of driving home your messaging, building trust with your user, and developing brand recall that will help you make the sales you’ve worked so hard for.

Get Expert Website Development with LeadPoint Digital

Choosing the right colors for your website is foundational, but it’s just the beginning when it comes to having a website that bolsters your business. At LeadPoint Digital, we’re masters at melding gorgeous design with high usability, and an optimized construction so your customers can do what they came to do—business with you!

LeadPoint Digital specializes in search engine optimization and advertising, content marketing, and website design. If you’re ready to get a website that effortlessly tells the story of your brand while delivering outstanding usability for your customers, contact us! 

The technology community in Roanoke and Blacksburg is a dynamic ecosystem bursting with world-changing innovation. And no one knows that better than the Roanoke-Blacksburg Technology Council (RBTC). As a member-driven association, the RBTC is working to build a community that is a catalyst for innovation, inspiration, success, and leadership within the Roanoke-Blacksburg region.

In 2022, the RBTC came under new leadership. To reflect this change, they wanted an updated website and a digital strategy to communicate their vision and reengage with their membership. They turned to LeadPoint Digital for help in leveraging digital communication to add value to the tech community through high-quality information and meaningful opportunities for collaboration.

Phase One: Research

LeadPoint Digital did a deep-dive into website content and analytics to better understand RBTC and develop a digital strategy to help them rebuild membership, event attendance, and connection to talent under new leadership. LeadPoint Digital conducted a discovery meeting with RBTC to identify goals and objectives for the technology-based organization moving forward and dove into past website analytics to see what was and was not working on the current website. 

As a member-based nonprofit, RBTC engages with the entire technology community from CEOs, to entrepreneurs to up-and-coming talent. A critical component of the website and overall strategy was identifying key audiences so RBTC could communicate clearly and directly. LeadPoint identified established members, prospective members, and anyone with a connection to the tech community as major audience segments. 

Finally, LeadPoint established an approachable visual feel and tone for the website that was inclusive of all segments of the technology community, industry news, and key members/sponsors. 

Phase Two: Implementation

The website redesign was a 6-month process that started with development of a sitemap and navigation structure. LeadPoint collected assets and wrote new content in keeping with the accessible branding and created a new visual design to better showcase the RBTC. 

A major strategy was to include calls-to-action and registration as primary design elements in the website. This created a highly usable website that guided the user to important information and action. Other important planning and implementation milestones included:

  •  Creating audience/user paths to direct action and website conversions
  • Connectivity with analytics tools to keep track of user paths
  • Create a design that would appeal to a technology audience 
  • Development of a robust calendar system for event registrations
  • Link to membership login portal/CRM and tools

Finally, LeadPoint helped develop new content that would add value to the technology community. Content was branded consistently with the new RBTC design and was easily shareable across channels for maximum impact.

Phase Three: Results

The new website launched in February 2022 and the results were cause for celebration! RBTC’s new website created a direct line of communication with its core audience which resulted in a significant increase in traffic. 

  • In the first two months following launch, the website averaged more than 3,000 unique visitors (the prior year average was 500 unique visitors per month)
  • Year over year (ending Sept. 30, 2022), website unique visitors increased 69%, total visitors increased 58%, and direct traffic (typing in leapt 300%
  • Traffic data shows high user flows on key pages: Events, News, and Membership
  • A year after the website launch in February 2023, website visits were up 400% year-over-year while search engine traffic jumped 700%

Contact LeadPoint for a Digital Strategy that Works

What sets LeadPoint Digital apart is our commitment to understanding our clients so we can create strategy that drives results. We have decades of experience running digital marketing departments and creating agile strategies for companies of all sizes and in almost any industry. 

We work to ensure you get the most out of your relationships and digital efforts. If you’re ready to optimize your strategy, get in touch! We’d love to hear from you.

Imagine your ideal customer: they’re a person looking to solve a problem and your business has the solution. If they’re like most people, your potential customer will open Google to find what they need. Now imagine that your product or service is one of the top results of their search. What would that do for your business?

When you have a digital marketing strategy with solid SEO keywords, you don’t have to imagine! Selecting effective keywords is a powerful way to be discovered by your ideal customer and provide them the solutions they’re looking for. 

At LeadPoint Digital, we’re experts at search engine optimization, or SEO, and pride ourselves on our practical strategies that get results for our clients. Keep reading for our top tips and to learn how we used them to rocket a US cycling sock manufacturer to the top of the search results.

1. Understand Your Audience

Getting to know your ideal customer is the first critical step in finding effective keywords. It’s important to define your ideal customer by answering some key questions. Who is looking for your product or service? How old are they? Where do they live and work? How are they searching for products? When you answer these questions as the start, you might find that the keywords you currently rank for and the keywords your audience is using are two different things. That’s good to know!

In the case of our sock manufacturer, we focused on passionate cyclists who cared about quality and performance. Understanding their needs helped us with the next step.

2. Generate a List of Potential SEO Keywords

Google processes 5.9 million searches per minute and a good SEO strategy is designed to help you make your mark. Once you have a good idea of your audience needs and behaviors, it’s time to generate a list of potential keywords that people are searching for. Try to get inside the mind of your ideal customer. How much knowledge do they have about your industry? Do they use keywords related to your product or related to their problem? For example, if you run a cycling sock business do people search “best cycling sock,” or “most comfortable sock for cycling?”

You can complete this step by running a Google search and checking out the “People also ask…” feature, bouncing ideas off a colleague, or utilizing your favorite keyword research tool like Google Keyword Planner and SEMrush Keyword magic tool.

3. Complete a Competitor Analysis

No search engine optimization strategy would be complete without a competitor analysis. Knowledge is power and knowing what keywords your competitors are using defends you from falling through gaps in the market. A traditional competitor analysis identifies what keywords your competitors are using and how effective they are. 

Your favorite keyword research tool should have features that help you find and aggregate this information. You can then take that information and do a SWOT analysis for your company. What are the strengths, weaknesses, opportunities, and threats that you’ve found? 

4. Conduct Keyword Research

You’ve generated a list of possible keywords and filled in the gaps with competitor analysis. It’s time to use your keyword research tool and take a deep dive into metrics so you can move forward with confidence. There are several components to keyword research and analysis you’ll want to keep in mind:

A. Search volume: this number tells you how frequently a keyword is searched. A high number means a high number of searches while a low number means the word isn’t searched often.

B. Keyword competition: this tells you how much competition there is for a keyword. Or, put differently, how difficult it is to rank high with a specific keyword. 

You’ve probably noticed that keywords with high search volume tend to have high competition too. High search volume may be appealing, but remember that your competitors are also using this word. Using a lower search volume word means less competition and a high chance you’ll have a top ranking in search results. An effective strategy balances volume with competition. 

5. Consider Keyword Intent

Intent brings us back around to empathizing with your ideal customer. In digital marketing, it’s important to analyze the customer’s intent so you’re on the same page. Common categories of intent include:

A. Know: a person wants to know something

B. Go: a person wants to go somewhere 

C. Do: a person wants to do something, like use a web tool or purchase an item.

D. Entertain: a person wants to watch, play, or listen.

Intent lets you know where your customer is in the buying cycle. Are they in the awareness stage, the consideration stage, or the decision stage? When you have this information, you can speak more precisely to your potential customer. 

One of the simplest ways to check intent is to use the search engine results page (or SERP) for your keyword. For example, say you’re checking “custom cycling socks,” and it brings up primarily sock companies. Your customer has a do intent and is in the purchasing stage of the buying cycle. But if it brings up “benefits of custom cycling socks” then your customer has know intent and is in the consideration stage of the buying cycle. 

6. Short-Tail vs. Long-Tail SEO Keywords

Short-tail keywords are short, 1-2 search terms like “bike socks” or “custom socks.” Where long-tail keywords are entire phrases like, “what are the best bike socks.” Contrary to popular SEO advice, we recommend focusing on short-tail keywords. Selecting about 20 short-tail keywords can speed you to the top three spots in the search rankings. 

When you focus on short-powerful keywords that are aligned with your ideal customer’s needs, you’ll likely find that your business starts ranking for additional, non-branded keywords too. That’s what happened in the case of our sock manufacturer. When we focused on a select group of 20 powerful keywords, not only did they rank in the top 3 for those keywords, they also began to rank in the top 3 for 202? other keywords that weren’t part of the targeted strategy. The success of targeting created a positive ripple effect!

7. Weave Your SEO Keywords into Content Seamlessly

Once you have selected and vetted your keywords, it’s time to put them to use! The question is how. Savvy buyers can spot awkward keyword stuffing a mile away and it damages your rapport and trustworthiness. If your SEO strategy sacrifices user experience, then it’s not a realistic strategy. 

Instead, opt for natural language in all your content that utilizes your keywords the same way a human would. Weave them into your content in a way that aligns with your brand voice. Focusing on 1-2 high-impact keywords per page will not only keep your content user-friendly, it will also drive results. Remember, selecting the RIGHT short-tail keywords can boost your rankings for non-targeting keywords as well.

8. Monitor and Adjust Your SEO Keywords Regularly

Keywords are not a set-it-and-forget-it part of your marketing strategy. Digital marketing and SEO is a dynamic and constantly evolving landscape that requires frequent assessment. The best keyword strategists set aside time at regular intervals to review their keyword performance and make necessary adjustments based on their findings. 

This is where your keyword research tool comes in handy. You can review your analytics and make data-informed decisions about which keywords to emphasize, retire, or add to your strategy.

Work with LeadPoint and Get SEO Keywords that Convert

Developing a robust keyword strategy takes time, patience, and experience. If you run a business, you know that those are premium resources! That’s why we recommend working with digital marketing experts that can keep your SEO at the top of its game, freeing you up to run your business. 

LeadPoint Digital specializes in search engine optimization and advertising, content marketing, and website design. We leverage our deep understanding of online behavior to create effective strategies that drive results for our clients. In fact, LeadPoint helped the sock manufacturer achieve a 175% increase in rankings for targeted keywords in just six months! If you’d like an SEO strategy that converts, let’s talk! Contact us to learn more about how we can help. 

Posted in SEO

LeadPoint Digital netted three awards Saturday, March 2 at the Western Virginia American Advertising Awards Gala in Roanoke for their outstanding work on behalf of clients. The annual awards competition had 134 professional entries from agencies, firms, in-house creatives, and individuals, as well as 67 student entries from colleges and universities around the state.

The LeadPoint Digital team took home two silver ADDYs for excellence in RAMP Branding and Brand Collateral and a gold ADDY for their work on the Virginia Tech Corporate Research Center website.

“Our team works hard every day to drive results for our clients and it’s an honor to be recognized for that passion and excellence we bring to our projects,” said LeadPoint Managing Partner Brad Timofeev

Entry in the local competition is the first of three steps toward winning a National ADDY.  LeadPoint Digital will go on to compete against winners from other local clubs in the second-tier district competitions. District ADDY winners are then forwarded to the third tier, the national stage of the American Advertising Awards. 

You can see all of the award winners from AAF Roanoke

LeadPoint Digital is a Roanoke, VA, digital marketing agency specializing in search engine optimization and advertising, content marketing, and website design. LeadPoint leverages a deep understanding of online behavior to develop and execute practical inbound strategies that drive results. Want to know more? Contact us.  

As of January 2024, there were an estimated 5.04 billion active user identities on social media. Roughly 66% of all people are online and over half the world is on social media, which means that businesses large and small are there too. Connecting directly with customers has never been more accessible and yet at the same time complex!

Content marketing represents both a huge opportunity and challenge for businesses to elevate their brand and connect with potential customers. At LeadPoint Digital, we’re here to help you cut through the noise and get results with our top 5 content marketing best practices.

5 Content Marketing Best Practices to Implement This Year

Social media changes at a breakneck speed and it’s tempting to take a scattershot approach to your content strategy. Rather than haphazardly chasing the next viral trend, the best way to create sustainable, results-oriented content marketing is through planning, user experience, and a healthy dose of data.

1. Create a Strategy 

The first step in any marketing, regardless of the channels, is a solid strategy. To make a content strategy that works for you, get very clear about the goals. How often will you post and where will you publish? What sort of content makes sense for your business? 

Next, clarify how your strategy will support your business goals. Maybe you want your efforts to drive traffic to your website, or generate more leads. Putting these needs down on paper will shape your approach in a way that makes sense for your business.

2. Understand Your Audience

Now that you understand how your content makes sense for you, it’s time to figure out how to connect with your customers. Take some time to put yourself in your customers shoes. Who are they and where do they hang out? What kind of media do they consume, and most importantly what pain points do they have that you’re positioned to address?

Next, it’s time to create a consistent voice for your company that connects. Choose a tone of voice that addresses their needs and reflects your brand personality and then stick with it.

3. Assess Your Existing Content

It’s likely that you’ve been at the content marketing game for a while and it’s important not to throw the baby out with the bathwater. If something’s working, incorporate into your strategy! One way to assess this is with a simple audit.

List all the channels you’re using like Facebook, YouTube, or email and then take stock of what’s successful and what’s not. The best barometer of success is analytics (more on that later) but you can also get a sense of what connects with your community through engagement. Be sure to note where people are people clicking and commenting the most and what posts did better than others.

4. Create Content that Adds Value

Creating content takes time, energy, and resources so the last thing you want to do is add to the noise. Instead, give your users valuable content. People tend to use the internet to do one of four things: know, go, do, or be entertained. Use insights you developed about your customers to determine why they show up on your channels. 

This information can also be helpful in determining what format will be most effective. For example, if you’re talking to a primarily “know” crowd, then whitepapers, email newsletters, and informational posts might be valuable to your strategy. By contrast, a “go” crowd might want fast information about events, promotions, and locations.

5. Use Analytics to Measure Performance

When it comes to determining the success of your content marketing, data is key. Nearly all content platforms offer analytics that will give you critical information about how your content is performing. Analytics allow you to measure everything from post views to email open rates and more. 

Now it’s time to circle back to your goals. Having hard numbers on hand will make it easy to see if your investment in content marketing is paying off. You can use this information to adjust and optimize your strategy so it only gets stronger over time. 

Get An Expert Content Marketing Strategy with LeadPoint Digital

One of the fastest ways to get a return on your content marketing strategy is to work with a team of experts. At LeadPoint Digital, we’ve honed our approach to digital marketing so it stands the test of time and drives results for our clients. If you’d like to learn more about how we can help you make the most of your content marketing, get in touch! We’d love to hear from you.

LeadPoint Digital won nine awards in eight categories, including Best of Show, in the 2023 Public Relations Society of America (PRSA) Blue Ridge Summit Awards. The honors were handed out on Feb. 8, 2024, at a luncheon and were for work done between October 2022 and September 2023.  

The PRSA Blue Ridge chapter is a professional association serving Central and Southwest Virginia public relations practitioners. With awards for eight different client projects, LeadPoint Digital stood out at this year’s Summit Awards for excellence and outstanding contributions to the communications field.

“At the end of the day, we’re a relationship company,” said Brad Timofeev, LeadPoint Digital Managing Partner. “We’re proud to be recognized for the results we drive for our clients because when they succeed, we succeed.”  

LeadPoint Digital, a Roanoke-based marketing agency, submitted client projects in eight categories: earned media, public service announcement, shared media, public relations campaign, internal communications, website, paid media, and special events. Each sample is an example of a results-driven strategy. Here’s a look at each winning campaign.

Franklin County Economic Development, Gold and Best in Show
Franklin County Economic Development wanted a new website with a modern design that would showcase the vibrancy of the county for both business prospects looking to relocate and people who already live in the region. They also desired an interface that allowed them to continue to add content and resources. The new website includes robust imagery, interactive features, and fully rewritten content with calls to action that has seen increased user activity since its launch in August 2023. LeadPoint Digital did a deep-dive into website content and analytics to better understand Franklin County Economic Development and develop a digital strategy to help them provide information about living and working here. Within the first month of launch, the website saw a 30% increase in traffic.

The website received a perfect score, earning it PRSA’s Best in Show, a premier award from the PRSA Blue Ridge chapter. It is awarded to the entry receiving the highest point total in each category (Campaigns and Tactics). All categories are eligible for Best-in-Show with the exception of the student portfolio category.

Roanoke Biotechnology Project, Silver Award
The Roanoke Biotechnology Project was the kickstart of a campaign to launch and promote building a biotechnology incubator in downtown Roanoke, a major economic development project involving multiple partners. The campaign included a press release followed by a series of op-eds, search engine optimization and content creation, and social media designed to generate support for biotech development, often through media mentions. Measurable goals were to create media attention while increasing awareness of the project. Our strategy helped generate significant awareness and buzz. Within 24 hours of the press conference, the project garnered 15 local media mentions, with at least one mention a month afterward. The story was also picked up by the national wire and appeared in more than 50 other publications.

Buzz4Good, Silver Award
The City of Roanoke highlighted plenty of reasons to move a business here but didn’t offer opportunities to showcase the arts. LeadPoint partnered with Buzz4Good and the arts community to create a song and music video about the city’s vibrant art scene. LeadPoint created a landing page to help showcase information about the thriving Roanoke arts industry with a primary goal of generating awareness, helping people understand “It’s Here” when referring to the arts. The music video has been viewed 37,000 times on YouTube, the Buzz episode was aired on PBS, and the effort was featured in the Roanoke Times. The landing page got a lot of buzz and has helped provide usable collateral for Roanoke Economic Development.

Byrider Roanoke, Gold Award
The local Byrider franchise in Roanoke is a buy-here, pay-here car dealership in operation for almost 30 years. Once a year they do a weeklong customer appreciation event to thank existing customers and attract new customers. In years past, the customer appreciation event was held in-person at the dealership. This year the week-long customer appreciation event was done completely on Facebook running June 5-10, as a way to help grow their social media presence. The Facebook-only customer appreciation event was a huge success as the likes and follows grew not only during the event, but increased growth for several months post event.

Cardinal Bicycle, Silver Award
Cardinal Bicycle wanted a renewed presence online to help drive shoppers to their two retail locations in Roanoke, Virginia. The public relations campaign consisted of organic social media, email marketing, content creation, and Google Ads to help drive cyclists – from the beginner to the pro rider – to interact and visit. In seven months, Cardinal saw website visitors increase 60% over the previous year (with 86% increase in visits from SEO).

Carter Machinery, Silver Award
Carter Machinery wanted to communicate to employees about the importance of the Employee Opinion Survey (EOS). The communications campaign consisted of weekly emails sent over a seven-week period starting on August 9, 2023. Each email would touch on different topic such as communication, training, teamwork, collaboration, accountability, and safety. The goal was to maintain the baseline of survey responses from the previous year. Research was done to determine the best day and time for employee engagement and resulted in above-average click-through and survey completion rates. 

Flotrace, Gold Award
FloTrace, a new, up-and-coming provider of heat trace solutions competes with well-established brands in the industry. They partnered with LeadPoint Digital to revolutionize their online presence and drive sales through a meticulously crafted Google Ads campaign. Leveraging in-depth research, creative innovation, and strategic planning, LeadPoint Digital developed a comprehensive marketing strategy, including a new website to optimize the online checkout process. The results of the campaign far exceeded FloTrace’s expectations. As a result of LeadPoint’s efforts, Flotrace more than quadrupled their sales and made over 2,273% return on advertising spend.

RBTC’s TechNite, Silver Award
TechNite is the annual celebration of the Roanoke-Blacksburg region’s technology community, hosted by the Roanoke-Blacksburg Technology Council (RBTC). The evening includes a keynote speaker and awards presentation to celebrate leaders, innovators, and companies in the regional tech community. LeadPoint Digital worked with RBTC to manage the event promotion and ticket sales, including social media marketing, email marketing, the website landing page, and registration platform.  Overall, TechNite was a huge success. Registration was closed a week prior to the event because it was sold out. Much of the success of this event was in part to planning and a consistent drip of information to potential attendees.

“We spend time getting to know our clients so we can tailor our strategies to meet their needs,” said Carrie Cousins, Director of Digital Marketing. “It’s an honor to be recognized for the passion we pour into this work.”

LeadPoint Digital is a marketing agency specializing in digital marketing and website design, located in Downtown Roanoke. A deep understanding of online behavior allows LeadPoint Digital to develop and execute practical strategies that drive results. If you are looking for a marketing partnership that is rooted in strategic and operational values, contact us.

You lock eyes from across the room and the connection is immediate. You’re intrigued and want to know more. It’s a tale as old as time and it might surprise you to learn that the plot applies marketing as much as it does to romance. 

Dating and marketing have a lot in common. They’re both aimed at building trust and establishing positive relationships. Whether someone is swiping right to find a soulmate or Googling the perfect smartphone case, the process from introduction to commitment is pretty similar.  

Parallels Between Marketing and Dating

As a business owner, you want to woo your ideal customer. Just like it’s uncommon to get married after a single date, it’s rare that customers make a purchase after their initial exposure to your product or service. Instead, they tend to follow a 5-step decision making process that parallels a great love story. 

1. Awareness: The Meet Cute 

Every great relationship starts with the introductions. Think of your favorite Romcom: the plucky protagonist crashes into a handsome stranger and the rest is history. The same is true of your business and potential customers. Making an introduction is the crucial first step. 

One of the best ways to meet customers is by getting found on Google. With a strong SEO strategy, your business can rocket to the top of the search results making it easy to introduce yourself to customers. 

2. Consideration: The Coffee Date

The next stage in dating and marketing is consideration. Here’s where you want to put your best foot forward but don’t come on too strong. It’s like the classic coffee date. One great way to make a strong first impression is with a beautiful and functional website that’s crafted with your customer in mind. Tell a clear story about your business and you’ll attract compatible customers who are interested in what you offer. 

3. Intent: Define the Relationship

Sometimes a relationship can be full of possibility but it flounders because the two halves want different things. Avoid that problem in your marketing by understanding intent. Intent lets you know what your customer wants, which can typically be broken down into four categories: know, go, do, or entertain. If your customer is seeking information, but you provide entertainment, then your relationship will break down. A strong digital marketing strategy will take the time to research intent and deliver messaging that aligns with the customer’s needs.

4. Purchase: Put a Ring on It

As a business owner, you know your product or service solves a problem for people. After you’ve built awareness, cultivated consideration, understood intent, the last step is promoting a purchase. It’s a lot like getting down on one knee and popping the question.

At this stage, you’ll understand what your customer needs, and provide timely information and incentives. This can look like well-crafted Google ads, elegant email marketing, or compelling social media strategy. When done well, your digital marketing strategy has built trust with your customer so they feel confident in committing to you.

5. Re-Purchase: 1st Anniversary Dinner

It’s hard to resist a love story that ends happily ever after. But unlike fairytales, the marketing story doesn’t stop there. Healthy long-term relationships take careful tending. In the loyalty stage of the buying cycle, customers not only re-purchase your product, but they advocate for you, sending others your way. Developing a thoughtful engagement plan as part of your digital marketing strategy will help you celebrate many happy anniversaries with your customers.

Call LeadPoint for the Beginning of a Beautiful Relationship

LeadPoint Digital is a digital marketing agency that treasures our relationships with marketing departments, businesses, and organizations large and small. We specialize in search engine optimization and advertising, content marketing, and website design. 

We leverage our deep understanding of online behavior to drive results for our clients. Contact us if you want help building relationship-oriented marketing strategy that converts.

Have you gotten a recent Facebook message or notification claiming that your Facebook page is scheduled for permanent deletion due to a post that has infringed upon trademark rights?


Many of these notifications will use a variation of the Facebook or Meta logo but are scams and can jeopardize your account. 

Note the red flags:

  • From a named sender (not Facebook/Meta Support)
  • Links to a non-Facebook/Meta domain
  • Unusual copyright (@ Noreply Facebook)
  • Improper business name (Meta Platforms Inc.)
  • Nonstandard phrasing (“Should you have an inquiries or apprehensions…”)

Facebook/Meta will only communicate with you via Messenger if you initiate the support chat.

If you get one of these messages and are unsure, let us know and we can look into it for you.

Additionally, everyone on your team who has access to Facebook/Instagram/What’s App/Threads or any other Meta product should do the following to help secure your company page.

  • Require all page users/admins to enable two-factor authentication to add an extra security layer to your accounts across the internet. Two-factor authentication is one of the most effective tools for combating account compromise attempts here.
  • Do not click any links that come through Messenger.
  • Do not download software or files unless you are certain of the sender. 
  • Turn on login alerts so you’ll be notified if someone is trying to access your account. Be sure to review your previous sessions to make sure you recognize which devices have access to your account.
  • Enable Business notifications so you’ll be alerted of any changes happening within your Meta Business Manager Account. More here.

A website is a staple of modern business. In some sectors, an app is almost equally as important. 

Customers and clients expect websites, apps and other technology connected to your business to be easy to understand, quick to use and error free. If it’s glitchy or comes with too many instructions, they’ll leave frustrated with the process — and, worse, with your business.

This is the world of UX.

What is UX? 

UX stands for user experience, or what it’s like for a person to use your website, app or other technology.

UX design is the process used to think through how a customer can easily navigate your product as well as the design of all the visual and interactive elements. The goal is to make the user experience as easy, intuitive, and seamless as possible. 

Why Does UX Matter?

Simply put, a good user experience for business leads to happy customers who will return again and again and recommend you to others. 

Good UX solves problems in the design state, before customers encounter them. UX designers consider questions such as:

  • Do customers want or need the product?
  • Is the product easy to use? 
  • Can the product be used easily by different types of customers? 
  • Is it accessible to people with disabilities? 
  • Does the customer leave the product feeling happy or satisfied?

These questions matter because good UX also can set your business apart from others, create strong engagement and even foster an emotional connection between a business and its customers — all things that affect your reputation and your profits.

We’re Here to Help

Don’t be intimidated by UX design. LeadPoint Digital, Roanoke’s digital marketing company, has a team of certified design experts ready to help you create unforgettable user experiences for your customers. Drop us a line for a free consultation! 

Posted in SEO

A great social media marketing plan isn’t so great if you don’t measure its success.

Social media analytics are a critical piece of social media strategy, allowing you to see how well your posts and ads are performing as well as understand the people who interact with your posts and ads and how they feel about your business.

With all that intel, you can create social media content that gets your audience excited and grows your bottom line.

About Social Media Analytics

Social media analytics are the data and metrics that help you measure the performance of your social media accounts, both in the short term and over the long haul. 

This data is collected and curated by the individual social media platforms as well as various paid services, such as Hootsuite, Sprout Social and others.

Types of Social Media Analytics

A lot of data is available, and it’s up to you to prioritize which are most important to helping you meet your marketing goals. 

Types of analytics include:

  • Performance measures of content, including impressions, reach, like, comments, shares, views and clicks.
  • Audience information, including age ranges, gender, location and the types of devices they use.
  • Paid ad performance, including clicks, cost per click, cost per engagement and conversion rate.

With paid tools, you can also get data on influencers, sentiment analysis and see how your analytics stack up against your competitors. 

What To Do with Social Media Analytics

Analytics can provide detailed insights into more than just the performance of a social media post. Through them, you can:

  • Learn which types of content has the most impact, engagement and conversions to sales.
  • Hear what people really say about your product or service.
  • Understand who your social media audience is and tailor your content to meet their needs or grow your audience beyond your base.
  • Learn about any customer service issues quickly.
  • Know which of your social media accounts are growing and which aren’t and spot sudden changes or anomalies in followers as soon as they happen.
  • See larger trends in content and conversations related to your business.
  • Justify the need for social media and employees to support the effort.

Most importantly, it’s important to look at your social media analytics regularly. This will give you a feel of what’s “normal” for your accounts, so you can see the highs of good posts and the lows of posts that just aren’t working. Then adjust your strategy, doing more of the good and jettisoning the bad.

Don’t Be Intimidated

Figuring out which social media analytics to focus on can be overwhelming at first. The digital marketing team at Roanoke’s LeadPoint Digital can help you make sense of all the numbers. Our expertise, specialization, and access to advanced tools to help you get the most out of your social media strategy. Schedule a free consultation with us today to see how we can help you become a social media analytics rockstar!