Best website structure for business groups

What is the best website structure for business groups?

Main Website with subsites vs. individual websites: Choosing the optimal website setup for business groups

Deciding whether to use one main website with subsites or create individual websites for each business unit in a group depends on several factors, including branding, target audience, SEO strategy, and the level of operational independence. So, what is the best website structure for business groups? Here’s a comparison of both approaches:

1. One Main Website with Subsites

This approach involves having a main website for the business group, with distinct sections or subdomains for each subsidiary or unit under the primary domain.

Pros:

• Unified Brand Identity: All companies in the group are represented under a single, cohesive brand. This can strengthen the corporate identity and build customer trust.
• SEO Advantages: A strong central website can boost domain authority, meaning all subsites benefit from shared traffic and backlink value.
• Shared Resources: Easier management of shared content, technical resources, and backend operations such as hosting, security, and analytics.
• Cross-Promotion: Products or services across different units can be promoted more easily, increasing visibility throughout the group.

Cons:

• Complex Navigation: If the business group operates in very distinct and unrelated areas, the site could become difficult to navigate, potentially confusing customers.
• Diluted Messaging: It may be challenging to provide clear, focused messages when each unit has a different market or audience, leading to less specialised content.
• Harder to Scale: As new businesses are added, or existing subsidiaries grow, managing everything under one site may become cumbersome.

 2. Individual Websites for Each Business

This strategy entails creating separate websites for each business or unit within the group, each with its own domain and web presence.

Pros:

• Focused Branding: Each business can have its own identity, messaging, and design tailored directly to its target audience, ensuring clarity
• Targeted SEO: Each website can be optimised for its specific keywords and audience, which may improve search visibility in niche markets.
• Operational Flexibility: Each unit can make independent changes, add features, or manage content without affecting other businesses, which is especially useful if the companies are very different.
• Market Differentiation: If the businesses cater to different customer bases or operate in distinct sectors, individual sites allow for clearer differentiation.

Cons:

• Higher Maintenance: Managing multiple websites increases complexity in terms of technical upkeep, marketing, SEO, content creation, and analytics.
• More Expensive: Multiple websites mean higher costs for hosting, domains, and design.
• Lost Synergy: There’s less opportunity for cross-promotion or leveraging the group’s collective strength in terms of brand recognition and SEO.

When to Use a Main Website with Subsites:

• If the businesses are closely related or target similar customer bases.
• If the goal is to reinforce a unified corporate identity.
• If centralised management and branding are important.

When to Use Individual Websites:

• If the businesses offer very different products or services or target distinct audiences.
• If each business requires a highly customised approach to SEO and content.
• If the group might sell or rebrand individual businesses, making it easier to separate them.

The decision ultimately depends on how closely related the businesses are in terms of target markets and operational requirements. Would you like to explore this further with a specific business group in mind?

 

Ready to unlock the full potential of your website for your business?

Contact Excell Design & Marketing today to discover how our expert team can help you harness the power of your website to elevate your marketing strategy. Whether you’re looking to boost engagement, track campaign success, or create unforgettable customer experiences, we’re here to help you succeed. Reach out to us and start your website journey now!

Excell Design & Marketing: Elevate your brand, engage your audience, excel with innovation.

by RichXL

Unlocking the Power of the Humble QR Code in marketing

Unlocking the power of the humble QR code in marketing

In an era where technology is continuously evolving, the humble QR code in marketing has emerged as a small yet mighty tool in the marketing arsenal of businesses and organisations worldwide. But where did this unassuming black-and-white square come from, and why has it become such a staple in modern marketing strategies? Let’s dive into the origins, continued use, and ingenious applications of QR codes, and explore how they can revolutionise your marketing efforts.

The origins of the QR code

The QR code, short for Quick Response code, was invented in 1994 by Denso Wave, a subsidiary of the Japanese company Denso. Initially developed to track automotive parts during manufacturing, the QR code quickly transcended its original purpose. Its ability to store a large amount of data in a small space and its speedy readability made it a versatile tool for various industries.

QR codes in marketing: A modern-day essential

Fast forward to today, QR codes are ubiquitous in the marketing world. From product packaging and business cards to billboards and restaurant menus, QR codes offer a seamless bridge between the physical and digital realms. Businesses use them to provide instant access to websites, promotional offers, contact information, and much more.

Practical ideas for QR code use

The versatility of QR codes means the possibilities for their use are virtually endless. Here are some practical ideas to get you started:

• Product Information: Link to detailed product descriptions, user manuals, or how-to videos directly from the product packaging.
• Event Promotions: Use QR codes on event posters and flyers to direct people to event registration pages or informational websites.
• Restaurant Menus: Replace physical menus with QR codes that direct customers to an online menu, reducing contact and enhancing hygiene.
• Feedback and Surveys: Place QR codes on receipts or packaging to direct customers to feedback forms or surveys, making it easy to gather valuable insights.
• Contact Information: Include QR codes on business cards to allow recipients to quickly save your contact details to their phones.
• Social Media Links: Direct customers to your social media profiles to boost engagement and followers.

How QR codes can enhance your marketing

Integrating QR codes into your marketing strategy can yield numerous benefits:

• Increased Engagement: QR codes make it easy for customers to interact with your brand. A simple scan can lead them to exciting content, enhancing their overall experience.
• Cost-Effective: Creating and implementing QR codes is relatively inexpensive, making them a cost-effective marketing tool.
• Trackable Metrics: Many QR code generators offer tracking capabilities, allowing you to measure the effectiveness of your campaigns by monitoring scan rates and user behaviour.
• Versatility: QR codes can be used across a variety of mediums and platforms, making them a flexible tool that can adapt to different marketing needs.

Clever ideas for QR Code use

Thinking outside the box with QR codes can set your brand apart. Here are some creative ideas:

1. Interactive Packaging: Create a scavenger hunt or a series of puzzles that customers can solve by scanning QR codes found on your packaging.
2. Virtual Tours: If you have a physical location, such as a museum or store, use QR codes to offer virtual tours or additional information about exhibits or products.
3. Video Testimonials: Link to video testimonials from satisfied customers to build trust and credibility.
4. Personalised Experiences: Use QR codes to deliver personalised content based on customer preferences or purchase history.
5. Augmented Reality (AR): Combine QR codes with AR technology to create immersive experiences that engage and delight your audience.

10 examples of brands that nailed QR code marketing campaigns

Ready to unlock the full potential of QR codes for your business?

Contact Excell Design & Marketing today to discover how our expert team can help you harness the power of QR codes to elevate your marketing strategy. Whether you’re looking to boost engagement, track campaign success, or create unforgettable customer experiences, we’re here to help you succeed. Reach out to us and start your QR code journey now!

Excell Design & Marketing: Elevate your brand, engage your audience, excel with innovation.

by RichXL

Make a difference with marketing for small businesses

Unlocking success: Essential marketing for small businesses

So, what would make a difference in marketing for my small business?

As a small business owner, you’re no stranger to the challenges of marketing for small businesses. With limited resources and fierce competition, finding effective strategies  can be daunting. Fear not! In this article, we’ll explore actionable tips to boost your marketing game and drive growth.

20 essential strategies for marketing for small businesses.

TOP TIPS: We have highlighted some of the tips that you can do yourself, for free to help with marketing for small businesses.

1. Know Your Audience

Understanding your audience is the foundation of successful marketing. Here’s how to do it:

Buyer Personas: Create detailed buyer personas. These are fictional representations of your ideal customers. Consider demographics, pain points, motivations, and behaviour patterns. Tailor your messaging to resonate with these personas.

Market Research: Conduct thorough market research. Analyse industry trends, competitors, and customer preferences. Use tools like surveys, interviews, and social media analytics.

2. Emphasise Your Value Proposition

Your value proposition is the unique value you offer to customers. Clarify it by:

Identifying Benefits: What specific benefits do your products or services provide? Is it cost savings, convenience, quality, or something else?

Solving Pain Points: Highlight how your solution addresses common pain points. Show how you make your customers’ lives better.

3. Set Clear Goals

Define specific marketing goals:

SMART Goals: Make them Specific, Measurable, Achievable, Relevant, and Time-bound. For example, “Increase website traffic by 20% in the next quarter.”

Focus on Priorities: Don’t spread yourself thin. Prioritise goals that align with your business objectives.

4. Capitalise on Short-Term Plays

Short-term tactics can yield quick wins:

Flash Sales: Create urgency with limited-time discounts or promotions.

Seasonal Campaigns: Tie your marketing efforts to holidays or special occasions.

5. Analyse What Works

Data-driven decisions lead to success:

Marketing Analytics: Use tools like Google Analytics, social media insights, and email campaign reports. Identify which channels and campaigns drive results.

A/B Testing: Experiment with different approaches (e.g., email subject lines, ad copy) and measure their impact.

6. Leverage Existing Customers

Your loyal customers are your best advocates:

Referral Programs: Encourage existing customers to refer others. Offer incentives for successful referrals.

Customer Reviews and Testimonials: Showcase positive feedback on your website and social media.

7. Use Free Promotional Tools

Maximise your reach without breaking the bank:

Social Media: Regularly post engaging content. Interact with followers and build a community.

Content Marketing: Write blog posts, create videos, or host webinars. Share valuable information related to your industry.

8. Build a Professional Website

Your website is your online storefront:

User Experience (UX): Ensure easy navigation, fast loading times, and mobile responsiveness.

Clear Call-to-Action (CTA): Guide visitors toward desired actions (e.g., signing up, making a purchase).

9. Blogging for Organic Traffic

Blogging establishes authority and attracts organic visitors:

SEO Optimisation: Research relevant keywords and incorporate them naturally into your blog posts.

Consistent Publishing: Regularly update your blog with valuable content.

10. Promote on Social Media

Choose platforms where your audience hangs out:

Content Variety: Share a mix of posts—educational, entertaining, and promotional.

Engage with Followers: Respond to comments and messages promptly.

11. Collaborate with Influencers

Influencers can amplify your brand:

Relevance: Partner with influencers whose audience aligns with yours.

Authenticity: Ensure the collaboration feels genuine and not forced.

12. Create Short-Form Video Content

Video is king:

Platform-Specific Content: Tailor videos for platforms like TikTok, Instagram Reels, or YouTube Shorts.

Storytelling: Use videos to tell your brand story or showcase behind-the-scenes moments.

13. Stick to a Social Media Posting Schedule

Consistency matters:

Content Calendar: Plan ahead. Decide when and what to post.

Quality Over Quantity: Focus on delivering value rather than posting excessively.

14. Invest in Ads

Paid advertising can yield targeted results:

Facebook Ads: Target specific demographics based on interests and behaviours.

Google Ads: Appear in search results for relevant keywords.

15. Capture Web Prospects’ Information

Build your email list:

Lead Magnets: Offer free resources (e.g., e-books, templates) in exchange for email sign-ups.

Segmentation: Group subscribers based on interests or behaviour.

16. Email Marketing

Nurture leads through personalised emails:

Automated Campaigns: Send welcome emails, abandoned cart reminders, and follow-ups.

Valuable Content: Share helpful tips, product updates, and exclusive offers.

17. Manage Relationships with a CRM

A Customer Relationship Management (CRM) system helps you stay organised:

Track Interactions: Log every interaction with leads and customers. This includes emails, phone calls, meetings, and purchases. A CRM ensures you never miss an opportunity.
Segmentation: Group your contacts based on criteria like behaviour, demographics, or interests. This allows for targeted marketing campaigns.

18. Word of Mouth Promotion

Harness the power of satisfied customers:

Referral Programs: Encourage existing customers to refer friends and family. Offer incentives like discounts or freebies.
Customer Reviews and Testimonials: Display positive feedback prominently on your website and social media. Authentic reviews build trust.

19. Connect with Other Local Businesses

Collaboration can amplify your reach:

Cross-Promotions: Partner with neighbouring businesses. For example, a coffee shop could collaborate with a bookstore for joint events or promotions.
Local Events: Participate in community events, fairs, or markets. Network with other entrepreneurs and potential customers.
Remember, marketing is an ongoing process. Continuously monitor your efforts, adapt to changes, and stay open to new ideas. As a small business owner, your agility and creativity are your superpowers. Best of luck on your marketing journey! 🚀🌟

20. Leverage User-Generated Content (UGC)

User-generated content is a powerful asset for small businesses. Here’s how to make the most of it:

Encourage Customer Participation: Invite your customers to share their experiences with your product or service. Whether it’s through reviews, social media posts, or testimonials, UGC adds authenticity to your brand.
Run Contests and Challenges: Organise photo contests, video challenges, or creative campaigns. Encourage participants to use your product and share their content. Offer prizes or recognition for the best entries.
Showcase UGC on Your Platforms: Share user-generated content on your website, social media profiles, and marketing materials. It not only provides social proof but also engages your community.
Create Hashtags: Develop branded hashtags related to your business. Encourage customers to use these hashtags when posting about your products. This helps you discover and curate UGC.
Collaborate with Influential Users: Identify influencers or micro-influencers who align with your brand. Partner with them to create UGC. Their endorsement can significantly impact your reach.

Remember, UGC humanises your brand and builds trust. Embrace it as a valuable resource in your marketing toolkit! 📸👍

For more ideas about marketing for small businesses checkout this FSB article: Seven most popular ways to promote your business.

Feel free to customise and expand upon these strategies based on your business’s unique needs and industry. Share this article with fellow entrepreneurs—it might just spark their next brilliant marketing idea! 💡👩‍💼👨‍💼

If you are struggling with your marketing but not sure where to start, how to implement and manage it, we'd be delighted to have a chat and offer some good, sound advice. Get in touch, let's chat 😃

by RichXL