5 Ways to Gain More Users on Your Website

Looking for ways to drive more organic traffic to your website? Growing your audience is crucial for the success of your business online, for building a strong brand, and for engaging your target groups of clients, partners, and other stakeholders. Unlike driving visitors to your physical location, getting more traffic on your website is much easier and affordable, but also time-consuming. Here are some good ideas how to do it:

Focus on content creation

Your content strategy must aim at engaging users, educating them about your business and products, building and promoting your brand, and increasing your value proposition. Currently, the best performing formats include:

  • Video content86% of businesses with online presence have relied on video content formats across the web as part of their digital marketing strategy. For IT businesses, telecoms, and software companies, for example, explanation videos turn out to be a great way to describe their products and services and to demonstrate their advantages. Another good reason to use video, especially on social media, is to present your company culture or entertain your audience. In fact, the number of people watching webinars, Instagram and Facebook stories and Tik-Tok videos has been growing dramatically in the past years. On top of this, YouTube has turned into the second biggest search engine after Google. Do you need any more facts and figures to start working on your next video right away? 
  • Blog posts – Articles on your blog will keep being one of your most powerful tools for user engagement and a booster for your SEO. Write about topics that relate to your brand and concern your target audience. Remember that the purpose of your blog posts is not to sell your service, but to engage readers and establish yourself as a trusted partner and a source of useful information in a given field. 
  • E-books and whitepapers – How many times have you downloaded a PDF file with exclusive content on a certain topic? Did you manage to engage deeper with the business that produced it? For sure, your audience will value additional content that you create for your most engaged followers that shares more insights and knowledge in your field of expertise. 

Do your job with on-page SEO

You will never have 100% of the SEO factors under your control. On-page SEO, however, includes all these that you can influence to improve your ranking on search engines. 

  • Content – it must be optimized for user searches which means it needs to bring useful and quality information, natural keywords usage, and a combination between texts and visuals.
  • Structure – make sure your website could be easily scanned by search engine robots and that it has logical structure of URL addresses. Add a robots.txt file and an XML sitemap to ease the indexing process.
  • Code – you need to help search engines read and visualize your content better. Make sure you put the right titles, headings, meta descriptions, and alt tags to all the elements on your pages to guide search engines and help them better understand your website. 

Make sure you get covered with technical SEO

The effort put so far would be pointless unless your website performs well enough. In 2021 your search engine ranking depends a lot on the following factors:

  • Website speed – loading time is crucial for the quality and ranking of your website. Users tend to wait less and less which means that they will leave a web page in just a few seconds if it does not load. Speeding up your website goes through many stages and depends on factors such as the quality of your code, size of your content, web hosting solution, server locations, and many more. Thank to PageSpeed Insights by Google you can check whether the speed of your pages is good and what corrective measures you could take to improve it. 
  • Website security – search engines make sure that they deliver content to users that is safe and reliable. A must-do in this field for you is to offer secure connection and browsing on your website via SSL certificate, as minimum. For years now, the https protocol enabled by this certificate is a ranking factor for Google and other search engines indicating that a website is safe for users. 
  • Responsive design – does your website load perfectly on any device? Currently, mobile traffic exceeds desktop traffic which means your pages must appear on mobile phones and tablets and look fine. Apart from being crucial for attracting and engaging users on your website, this is also an important ranking factor for search engines.

Optimize for voice searches

Very soon, users searching with voice will be much more than those typing on search engines. Even now, over 40% of people do at least one voice search per day, according to WordStream.

Will voice searches change the rules of the game? For sure. Just think about the long questions we ask Alexa or Siri in comparison with the short phrases that we type on search engines and that are key for traditional SEO. If you want to retain and grow the user base on your website you will need to take into account the organic traffic coming from voice searches. 

Keep an eye on analyses and reports

The key to consistent growth of the number of users on your website is to identify all your best-performing channels and traffic sources. If you know that you are getting most of your website visitors from social media, then you may decide to leverage your social media strategy instead of investing in SEO. Or just the opposite. Google Analytics is one of the free tools that are fundamental for analyzing your website’s performance, the behaviour of users, traffic sources and user flows. It will help you better understand whether your digital marketing strategy is driving results and whether you need to put more effort in a certain field.

Having in mind the most essential ways to increase organic traffic to your website it is now time to focus on improving your website’s performance, engage users with content that is also optimized for search engines, and to keep measuring your results. At Brandanizer we can help you build the right marketing strategy to get the most out of your marketing and branding efforts. Get in touch with us right away! 

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Antonia Shehova November 8, 2021 0 Comments

What is Brand Image and How to Build It?

Do you think you have a great idea, a product, or a service that you offer to the market? Even if this is true, nowadays it is not enough to gain and retain your buyers. What turns out to be even more important is the image that your brand builds and the way it works for your business’ growth in the long run. In contrast to your great ideas, products, and services, that can be easily outperformed, your brand is what stays and pulls you up or down, depending on the way you use it. In this article, we are diving deeper into brand image’s meaning and the right way to build and maintain it. 

What is brand image?

The Branding Journal tells us that brand image is about all the associations and reflections that your consumers have in their mind for your products and their attributes such as price, quality, etc. 

To make it simpler, think about a famous brand you know. When you hear Apple, do you think about great design, premium quality, or overpriced products? Does the name of Coca-Cola ring the bell about certain taste in your mind? All these are associations that build the image of the brand and helps both companies position their products and services in a certain way. 

In contrast to your brand identity derived internally from your mission, vision, brand attributes, etc., the brand image is a reflection of the external view by the public on your business and offerings. Here is why it is essential to understand and be able to build an image of your brand that supports the sustainable growth of your business.

Can you really build your brand’s image?

Both Yes and No. The image of your brand in society is not under your direct control and is often influenced by external media and word of mouth. However, the key aspects of positive brand’s image are still part of your job, and you must have them in your brand strategy.

  • Establish your brand identity – your brand strategy probably begins with your mission and vision statements and your brand values. In addition to being communicated with your team members, these should also be revealed to the external audience, since they can seriously impact your brand image. In fact, a brand’s mission or vision is often the first touchpoint that a person has with a brand, which sets the basis for their later perceptions and brand experience. 
  • Deliver flawless customer experience – no matter if a person is on your website or at your physical location you must offer a flawless experience, impression, and service. All these are essential elements of your brand that can give or take out from your core products’ value. 
  • Take care of your brand positioning – why should one buy from you and what value could you bring them? The clear and concise answer to these questions will define your brand’s positioning and will help people understand your competitive advantage. This will also support your positive brand image. 
  • Communicate – all the elements above will have meaning only if you communicate them to the public by means of advertising and content marketing on the right channels. 

Can you measure brand image?

Although customers’ perceptions and attitudes towards your brand might be subjective, there are still ways to measure them and understand your brand’s image. If you want to directly involve your customers in the process you can go for surveys and focus groups to study and measure your brand image among a desired audience group. Another, better approach, might be relying on social listening and monitor what people speak about your brand naturally on social media and across the Web. 

How to improve your brand image?

Now, after you have been monitoring your brand’s image, you might have discovered certain weaknesses or areas to improve in the perceptions about your brand. Or maybe you have established an image that is different from the desired and intended one. In any case, the following steps will help you change it in a positive direction:

  • Track word of mouth – this is the best and most accurate feedback that you can get for the image of your brand. If you discover some negative associations, criticism or ideas, do not hesitate to take actions and work on your customer experience, positioning or communication. It is never a bad idea to turn to a professional marketing services to strengthen and improve your brand image
  • Focus on your marketing strategy – make sure your brand is communicating its core values and is transmitting the right message to the audience.
  • Deliver expected quality and value – what customers get from your service and products must be equal in value to the ones that your promise through your branding and positioning activities. 

3 reasons why brand image really matters

Now that we have covered all the aspects of creating and strengthening a brand’s image you have an idea that it is a complex and ongoing process. You also need to know why and how it can make the difference for your business:

  1. It is a competitive advantage – even if you pioneer a certain industry, you will soon face severe competition based on product qualities, pricing, or market share. In such cases when we see successful products or ideas easily copied, brand image is the one thing that no competitor can take out from you and that can help you stand out. 
  2. It is about reputation – maintaining a positive brand image opens the door for new business, new partnerships, and, most of all, helps you get closer and faster to the buyers that share these positive associations without even knowing details about your product qualities and pricing. 
  3. It pays off progressively – so far, we never mentioned brand image in terms of employer branding. Remember that maintaining good brand image also works for the inspiration and motivation of people inside your business to bring even more value and to recognize themselves in the value and image of your brand in society. 

What is your brand’s image? Being a marketing studio for IT and tech companies, we know best how to measure and improve the state of brands and their reflection among desired groups of target clients. Get in touch with Brandanizer and learn how we could boost your brand and make it work for your IT business. 

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Antonia Shehova October 18, 2021 0 Comments

7 Useful Ideas for Conversion Rate Optimization

In digital marketing, your key most important indicator is called “conversion rate”. Even if you do massive marketing campaigns and achieve impressive results such as traffic to your website, awareness for your brand and products, or minimal cost-per-click, this will have little meaning for the business. Unless you drive enough conversions. In this article, we are diving deeper into the meaning of conversion rate and giving you some proven strategies to optimize it.

What is conversion rate?

Conversion rate is the result of your marketing efforts with the greatest meaning for you as a marketer, salesperson, or business owner. Simply said, the conversion rate is the percentage of users who complete the final step desired by you in your marketing campaign. This could be finalizing a purchase, completing a registration form, signing up for an event, etc. You can calculate the conversion rate by dividing the total number of visitors who land on your website by the ones who convert. 

Is your conversion rate good enough?

Good conversion rate depends on numerous factors – from your website design and performance, through the planning and execution of your campaigns, to the copy and the value of your offerings. And you should bear in mind that conversion rates vary significantly across industries. Recent data by Statista tells us the average conversion rates in the biggest industries worldwide for 2021. If you just discovered that yours is not good enough, then you might keep on reading to learn about some best practices for CRO. 

How to optimize conversion rate (CRO)

Marketers may give an endless list of possible actions you can take to optimize the conversion rate for your web pages. We are giving you the top 7 of them that are tested by HubSpot and give proven results.

1. Run A/B testing on your landing pages

Landing pages play an essential role in your digital strategy since they help you move users to the next step in their customer journey and engage strongly with your brand. A good approach for optimizing landing pages is to run A/B tests with variations of your copy, designs, layout, images, etc. Then, monitor which variant performs better and gives you a higher conversion rate. 

Read more: Top 5 Landing Page Builders that Will Help You Convert More Leads

2. Identify best-performing blog posts and optimize them

You can turn blog posts into one of your most powerful weapons for driving conversions. Just pay attention to any of your posts that drive significant traffic but do not lead to purchases, registrations or subscriptions by the user. Identify ways to optimize CTAs, add content and link to additional materials (whitepapers, case studies, etc.). 

On the other side, as a best-case scenario, you might have some blog posts that generate both high traffic and good conversion rates. Use them as part of your SEO strategy and update them regularly to keep them on top of the search engine results. 

3. Include messages on your web pages with the most conversions

It is very likely that the pages from your website with the highest conversion rate are those with your product descriptions or your pricing plans. Being at this step before the acquisition, customers might have questions or uncertainties about some features, benefits or pricing that may stop them from converting. What you can do to prevent it is to add live chat and messaging options on certain pages to enable the opportunity for direct communication between users and your team. Thus, you can make sure that you will minimize the number of leaving users and abandoned carts and optimize your conversion rates. 

4. Back to blog posts: Add text CTAs 

A great idea to increase conversion rates of blog posts is to try adding text-based call-to-actions as part of the post. Despite being a popular strategy for content marketers, adding CTAs to articles often gives poor or no results. Have in mind that today users avoid clicking on banners or rarely reach the end of a blog post where usually call-to-actions are placed. HubSpot’s test shows that users respond better to text CTAs formatted as H3 and H4 headlines within the main blog post’s text. 

5. Try adding lead flows 

Those are the high-converting pop-ups that appear on different web pages and blog posts with special discounts, limited offerings, or something else. They are designed to attract users’ attention and can significantly increase your CTR bringing more conversions.

6. Identify the most common lead flow of your own users

Users will come to your website from different traffic sources and will go through various steps before converting. Monitor their behavior and interaction with your website and identify the most common flows that turn them from leads to marketing-qualified leads. For example, leads coming from your newsletter might be converting more than those from your PPC campaigns. In such a case, what you need to do is to ease and optimize the process for the first ones to drive conversions faster with fewer interactions. 

7. Focus on remarketing

Those, who know your brand and services, are a few steps closer to a conversion. This means you must include remarketing in your digital strategy and retarget users who have been on your website on Facebook and on the Google Search and Display networks. Have in mind that today users may need much more time and many more interactions before making a purchasing decision than you think. Your retargeting campaigns will make them recall your product and come back to read more, compare, and, finally, to convert. 

CRO for your brand

As a takeaway, remember that marketing strategies for conversion rate optimization may vary across industries and depend on the position of your brand on the market. Being a full-service marketing agency, we at Brandanizer help IT businesses within the process of planning and executing their marketing strategy and driving more conversion for the business. Learn more about our expertise and get in touch with us

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Antonia Shehova October 12, 2021 0 Comments

6 Essential Digital Marketing Elements for Your Business

Do you doubt that in 2021 a major part of your marketing and branding strategy must be focused on online channels? Trends in the world of marketing and advertising show decreasing interest in traditional advertising in comparison with the positive growth in budgets for digital campaigns. If you are a tech startup, IT service provider or an e-commerce business, for you this is a clear signal: Prioritize digital marketing to position your brand and drive conversions for your business

If you are new in the field or you are just planning your strategy here are the main 6 digital marketing aspects that you need to consider:

SEO of your website

When users search for products and services like yours, you want to be on top of the results on Google, don’t you? 

In reality, optimizing for search engines is a complex process which is not entirely under your control. However, as a digital marketer, you must take care of:

  • Planning and optimization of the content – knowing your industry, products and target buyers, you should be aware of their online behavior, preferences, and way of browsing on your website. Adding content that best fits their searches and drives meaningful results for your business will be a good signal for search engines. Make sure you put on your pages the right keywords, product names and descriptions, and meta tags, according to what people type in search engines to find your business. 

Tip: Take advantage of tools like Serpstat to help you find the right keywords for your business and industry

  • Planning the website structure – by making it easy to navigate for users you are also making it easy for search engines to scan and index the content and to understand better what your website is about. Think about internal linking, user paths, URL addresses, etc.
  • Keeping an eye on the technical aspect – crucial part of search engine optimization is the performance of your website – loading speed, adaptive design for various devices, security, light code, etc. Although it is rarely a marketer’s responsibility to enable these, you need to make sure that they cannot ruin your efforts put in preparation of SEO content. 

Blog for engaging and educating the audience

A great way to keep users returning on your website and engaging with your brand is to develop your own blog. You already know how to research topics and keywords that people are interested in and look for on search engines. Having this in mind, writing optimized and attractive blog posts seems a lot easier. Just stick to writing for people and not for search engines. Although keywords stuffing may have worked in the past, search engines are a lot smarter today and can understand when a post or a page is really useful for the user. 

Blog posts will ultimately increase traffic to your website and will bring a higher number of returning visitors. A useful idea to push them down the marketing funnel with your blog posts is to ask them to subscribe for your newsletter or to visit a specific product or service page after reading an article. 

Tip: Not every blog post should be sales oriented. Instead, try to inform users on a certain topic or help them deal with a specific problem related to your expertise and industry. This may develop their relationship with your brand and bring even higher business value in the long run.

Leveraging social media for awareness and interaction with your brand

To get out the maximum from your digital marketing activities you should not limit your presence to owned channels only. Instead, you need to make sure that users can easily reach and talk to you on most popular social media. With billions of users on Facebook, Twitter, LinkedIn, and Instagram, you are facing a great opportunity to extend your presence and get even closer to your target audience. 

Promoting your service on the right platforms

Gaining revenue and market share will go through promotion, sponsored content and advertising your business on suitable digital platforms. Whether these are going to be Google Ads, LinkedIn Ads, niche websites or paid media, you will always need careful planning of the right promotion strategy to achieve efficient use of your digital marketing budget. 

Tip: Start with determining the goal of your promotion activities. Before you choose a media think of what you want to achieve – increase brand awareness, drive traffic to your website, push a product to the market or attract conversions. Having this cleared out, choosing a suitable channel is a lot easier.

CTAs to drive conversions

CTAs or call-to-actions are those tiny pieces of content that you need to trigger action by the user. You will be surprised how you can increase conversions just by adding CTAs on your product pages, blog posts, external publications, and so on. At the end of the day, you want a user to continue their journey on your website, to read another post, to learn more about your brand, to place an order or to get in touch with you. 

Tools to monitor and measure performance

All the steps above will require a lot of time, and probably, a significant budget. However, most important is to make sure that the effort put brings meaningful results. 

Do users find your content attractive? Do your potential buyers click on your ads and visit your website? If so, what stops them from making a purchase?

Fortunately, with digital marketing, you will have all these answers just by a few clicks. Make sure you rely on tools like Google Analytics, Hotjar, SEMrush and others to track the most meaningful indicators for your business.

Tip: What to monitor – bounce rate, traffic sources, user sessions duration and returning visitors are just part of the valuable indicators that can help you understand your audience and their experience on your website, and to take further actions. 

To Sum Up

Digital marketing can be turned into the most powerful tool for positioning your brand and boosting your business performance. However, neglecting any of the elements above may result in high inefficiency level, waste of budget, and less loyal buyers. Therefore, you should plan your marketing strategy carefully and find the best marketing professionals or a top agency offering marketing as a service

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Antonia Shehova September 30, 2021 0 Comments

What is a Value Proposition and How To Write One? (Free Template Included)

What if you can craft a single paragraph that will push your prospects towards choosing your product?  

That’s what your value proposition does! 

It’s a short, concise message that articulates why a customer should choose your product/service instead of a competitor’s.

Although it looks pretty simple to create one, considering that every owner must know their company’s biggest strengths, it turns out it’s not.

So how do you actually write an effective value proposition which will make you stand out?

The following lines will answer this question and give you more insights on topics like:

Let’s begin!

What is a Value Proposition?

А value proposition is a short, clear, and concise statement that summarizes:

  • What benefits does your product or service delivers 
  • Why customers should purchase it;
  • How the value of your offering is better than your competitors’.

And when we talk about customers, we don’t refer to “all customers” out there. You want to address your value proposition to the specific target audience that will benefit the most from your product/service. 

Because when you talk to the right prospects, your value proposition (if well-created) will quickly transmit the values of your product without the need for further explanation.

According to MECLABS research, the effective value proposition has four main components:

  • Appeal – How much do I desire this offer?
  • Exclusivity – Where else can I get this offer?
  • Credibility – Can I trust your claims?
  • Clarity – What are you actually offering?

Often marketers and business owners focus on one or two of the components but leave the rest of them out. And although they’re moving in the right direction, attempting to communicate appeal and clarity, their value props are lacking exclusivity and credibility, which are crucial elements. 

That’s why “great technical support” is not an effective value proposition. Do you think this would appeal to your customers? Absolutely. Who doesn’t want to rely on high-quality tech support?! And is it clear what your company’s offering? There are no two ways about it.  

But what about the other two questions:

Is it very credible just to state that you offer “great support”? The truth is very few customers who haven’t experienced it firsthand will believe you right away. You might want to add the number of happy customers you have successfully supported already. Or your TrustPilot rating. You need proof of your statement!

And if we say that you are an IT company, do you think you are the only one offering great/excellent/amazing tech support? It’s hard to believe it.

In short:

You need all four components to build an effective value proposition that will turn your visitors into customers.

That’s what makes the creation of a powerful value proposition a complex task. And missing some components will result in something that’s “not a value proposition”.

What is not a Value Proposition?

By missing out on combining all four components (appeal, exclusivity, credibility, clarity) you end up with something that does not clearly convey the benefits of the company and its products.

The value proposition must not be confused with:

  • An incentive – It is designed to persuade a visitor to act right away. An example of an incentive would be: “Subscribe to our newsletter and we’ll send you our e-book”. Obviously not the same thing as the value proposition.
  • A slogan or tagline – Which is “a catchy phrase or series of words used to help consumers remember a company, brand or product.” Brands often confuse slogans with value propositions. But the truth is that the only thing they have in common is they both are “a series of words”.
  • A positioning statement – Its definition is “An expression of how a given product, service or brand fills a particular consumer need in a way that its competitors don’t.” Although a positioning statement is a subset of a value proposition, it’s not the same thing and should not be confused as one. 

Is Value Proposition important?

To better understand the importance of the value proposition for your business, we will examine three areas it has a huge impact on:

1. Converting Your Visitors into Customers

In a market-based economy, a strong value proposition is crucial for a company’s success and survival.

Your value proposition will be the first thing that visitors on your website direct their attention towards.

To put it another way, If your target audience isn’t convinced right away of the value that you can provide for them, there’s no reason for them to stay on your site.

And that’s exactly why HubSpot said the following:

“Your value proposition is the core of your competitive advantage. It clearly articulates why someone would want to buy from your company instead of your competitor. It’s also one of the most important conversion factors. A great value proposition could be the difference between losing a sale — and closing it.”

Think of the value proposition as a method to influence the decision-making of customers. 

If you don’t put enough effort into it or decide to skip it, you’re missing out on convincing visitors that your offering is second to none. Respectively, your conversion rate will definitely take a hit. 

And that’s something you don’t want to experience in today’s high competition market!

Want to increase your conversion rate? Check these Top 5 Landing Page Builders that Will Help You Convert More Leads.

2. Powering Investing Decisions

Your value proposition will definitely have an impact when it comes to powering investing decisions:

“I can say this with certainty: as an investor, a startup’s value proposition is the first place I look. It’s important that a new company spends a lot of time developing their value proposition. That first value proposition will determine their positioning with their investors and help us understand their ultimate aim. As a word of advice to new founders coming to market: you can’t spend too much time on your value proposition, and you don’t have much time to waste.” –  said Zain Jaffer, Founder, and CEO, Zain Ventures

That’s how powerful your value proposition truly is. It may allow you to scale your business by attracting huge investments and position your brand as the market leader.

3. Keeping Your Entire Business Ecosystem on the Same Page

While the previous two points were focused on how your value proposition affects the financial side of your business, we shouldn’t forget that behind your messaging stays a lot of work. 

And for that reason, a clearly defined value proposition is essential for enabling your entire business ecosystem to understand what value it should deliver and what value it should communicate.

When you own an SMB (small and medium-sized business) it’s easier to keep everyone on track of your values.

However, as time goes by and your business keeps on growing, you will end up with hundreds of employees that need to be on the same page when it comes to delivering the right product and communicating the right messaging.

Questions You Need to Ask before Start Writing your Value Proposition

Answering some fundamental questions before starting working on your value proposition will ensure that you won’t miss anything important later on.

Here are three things you need to clarify in order to write the best possible value proposition:

1. What is your offering

The explanation of your product or service is at the core of your value proposition. 

Although it might sound like the easiest thing to do, you need to make sure that you’re using the right wording.

And more specifically – your customers’ wording

You need to take into account your target audience’s point of view and explain your services in a way that will push the right buttons for them. 

This means that you need to conduct thorough research on:

  • What keywords/phrases do they use when they are looking for your product?
  • What are their needs?
  • What problems do they want to resolve with your product/service?

You can join Facebook groups or Sub-reddits where your prospects discuss related issues:

Or you can use a tool like AnswerThePublic which will show you what questions your prospects are asking based on a keyword of yours:


Or you can use Google’s suggestions:

Google’s suggestions

2. Who is your ideal customer

You cannot do any of the things mentioned in #1 if you don’t know who you are going to serve.

That’s why building your buyer persona (ideal customer) is fundamental for writing a powerful value proposition. 

To accomplish this, research your audience to understand who they are and what they look for in products or services like yours.

You’ll want to have answers to the following questions:

  • Who are they (demographic data) and what do they do (interests, careers)?
  • What are their values?
  • What are their pain points?
  • What challenges did they experience before looking for your product?
  • What motivated them to search for what you offer?

And any other question that you think would be important for getting to know them better.

Some of the information you will get by doing keyword/phrase research. Focus on what and how people are asking their questions, how they structure their problems, etc.

Bonus: HubSpot’s “Make my Persona” tool will help you build and visualize your ideal customers so that you know who you are talking to.  

3. What makes your offering unique

Unless you are offering a Tesla, you will need to include unique selling points in your value proposition.

Think of what differentiate you from your competitors that will convenience customers to choose you instead of them. 

Even if you have some ideas, it won’t harm to conduct competitor research. Then you ask yourself the following questions:

  • What are my competitors lacking?
  • What do I do better?
  • Do these differences matter to my customers?

How to Write an Effective Value Proposition

You know which four components need to be presented in your VP, you’ve built your buyer persona, came up with unique selling points, you got a list with specific words your prospects are using.


Now it’s time to combine all of this knowledge into a concise paragraph that will convey your brand’s value in the best way possible.

Here’s what you need to strive for:

1. Simplicity 

Avoid using vague language or industry jargon. Terms like “result-oriented” or “customer-driven” drive zero to no value to the customer. The only thing that you’ll achieve by adding them to your value proposition is to look exactly the same as the majority of your competitors.

Instead, use straightforward language that is clear, understandable, and will allow prospects to grasp the idea behind your offering. 

Tell them what your product is and how it’s going to help them solve their biggest issue. 

Get straight to the point and you most definitely will like the results

2. Value

It’s a “Value” proposition.

So it would be strange if it doesn’t convey the value of your offering. 

Make sure that your proposition highlights the value that customers will get, once they start using your product

3. Memorability

In the best-case scenario, a visitor lands on your site and buys your product.

However, it’s very unlikely. Today’s customers want to make an informed decision before purchasing a product or service. They research the market, all the competitors, compare their offerings, and then decide which one is the best option.

This means that they will read several value propositions in the process. 

And you need to stand out. To last longer in your visitors’ minds. To position yourself as the best option out there.

That’s why your proposition should be unique. 

Once you have all three things combined in your proposition paragraph, it’s time for the most important stage:


Crafting the perfect value proposition doesn’t end with you writing it. You need to run some tests to acquire real-user data on what is working and what is not. 

You can run some A/B tests to see which iteration works best. 

Only then you can consider your task done! 


A well-written value proposition can have a lot of benefits for your business.

This is far easier said than done, considering what amount of information you need to gather and then transform into a single paragraph. 

However, we believe that following the steps and techniques presented in this article will make the process easier. 

Plus, we did not forget about our promise! 

To help you craft the best possible value proposition for your company, you can download Brandanizer’s free template:

[ Download Free Template ] 

It will allow you to better structure all of your information before sitting down to craft your value proposition! 

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Antonia Shehova August 6, 2021 0 Comments

Top 5 Marketing KPIs You Should be Tracking

Being able to measure the effect from your marketing campaign or knowing when you should change its direction is critical. Nowadays, a lot of businesses don’t know what they should be tracking or how to estimate if certain approaches drive meaningful results and contribute to higher customer lifetime value. Here is why we are listing the 5 most important marketing key performance indicators that you must be tracking in 2021.

1. Website Performance

Your website is probably the most important digital asset for your business. If you are looking to improve it, it is important to understand the different factors that can have an impact on performance and bring conversions. When auditing your website, pay the most attention to:

  • Website speed – your website load time has a direct impact on your search engine ranking, conversion rates and social media activity. If your page takes to load more than a few seconds, you are very likely to lose significant number of users before they get to know you and convert. Not sure if your speed is good enough? Check your website performance on the web.dev platform and find out recommendations for improvement. Examples could be reducing the size of images on your pages, code optimization or applying caching tools by your web hosting provider.  
  • User experience – it is not always about numbers. Make sure that the design and interface of your website attract and retain users who can easily get what they are looking for. Usually, the bounce rate of your pages or live video recordings of user sessions, such as those made by Hotjar, can help you identify potential UX issues that you can work on. 

2. Google Search Console Statistics

The platform helps you monitor your website performance in SEO and provides a lot of information such as backlink analysis, mobile usability, page speed insights etc. What makes it valuable for marketers is the fact that it monitors data from multiple sources and allows to:

  • Analyze traffic on your website – see which queries bring users and track impressions, clicks and ranking on Google search engine results
  • Get your content indexed on the search engine – you can always make sure Google has indexed the newest content on your website
  • Get alerts in case of issues with your website – Google will notify you in case certain issues with your website are being detected
  • Understand how Google reads and ranks your content – you can always check how Google understands and serves information about your business within the Google network

3. Leads and Conversions per Period

Your clicks, website visits and great designs mean nothing if they do not attract leads and end with a conversion – a purchase, a signup, a subscription or something else of value for your business. Of course, you will be able to measure the conversion rate of your performance marketing campaigns on Google Ads, Google Analytics or Facebook ads but the results will be poor if you do not plan your sales & marketing funnel in advance. In other words, this means to prepare content for users from all of the following levels:

  • Top of the funnel – these are the users you usually get from social media, paid advertising, organic searches, whitepapers and more. What you want to do is turn them into leads and nurture them and the next stage. It is essential to outline which channels work best for you and attract the highest number of leads.
  • Middle of the funnel – here you need to bridge the gap between awareness for a product and a purchase decision by a user. The best content formats for this purpose might be blog posts, case studies, webinars, or product pages. Remember that quantity doesn’t matter much if users are not engaged, and this is why you need to track and measure performance. Make sure that you get positive return on investment from every event organized or piece of content that you prepare.
  • Bottom of the funnel – here are the users you need to care most about. Now it is the time to display use cases, testimonials, videos, pricing and to demonstrate your superiority over competitors. At this stage you need to measure your conversion rate to understand whether you really satisfy users’ demand.

4. Social Media Performance

All your target buyers are active social media users. It is not enough just to have your own profiles on Facebook, Instagram, Twitter or LinkedIn. In addition, you must be interacting with people, publishing engaging content for them, and trying to turn them into brand followers. Insights from interactions by users on social media with your profiles can help you evaluate the quality of your marketing efforts. Pay attention to interactions with your posts, change in number of followers (especially if it is negative), stories and posts previews, and most of all, to comments on your publications or about your brand across networks. A good idea might be to use a social listening tool to help you learn what people talk about you on the Web. 

5. YouTube Performance

It is not a secret that people would rather watch videos than read texts or engage with other visuals about your brand and offerings. Moreover, video formats are the best way to showcase your capabilities, expertise, and solutions. This makes YouTube performance one of the key marketing KPIs you should consider using to measure and improve your digital presence. 

On YouTube you will have the option to see how your latest video performs in comparison with your channel’s average performance or which of your videos are most popular across viewers. YouTube Analytics comes with many more useful reports that will tell you whether you are doing enough to attract and engage users with your video content. 

In Conclusion: 

In case you are keeping an eye on all these marketing KPIs, you are probably getting the most out of your digital and offline marketing efforts and resources. Currently, these metrics can best represent the impact that your marketing campaign has on society and the attitude of the audience towards your brand.  

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Antonia Shehova July 13, 2021 0 Comments

The Process of Building a New Website

Phase 1: Planning

Is your website up to date? When was the last time you made a significant change in the design, structure, navigation, content, or its functionalities? Do you know that on average, you should completely redesign your website every 2 or 3 years to keep its modern look and good performance? If this time has passed for your website, it might be high time you started planning for a new one.

Renewing a website is a complex process, that needs to be divided into several phases. The first one is the preparation of a thorough Website Brief and Overall Planning which includes the following steps:

Step 1: Design your Value Proposition

Why should someone do business with you? The answer to this question is the exact definition of your value proposition. You should be clear about your promises and the benefits a client would get when working with you. Here is what you need to include within your company value proposition:

  • 3 to 5 sentences that best describe what your business do – no matter if you offer software development, web hosting or IT outsourcing solutions, here is the place to make it clear for your audience
  • 3 main problems or issues that you solve – within every industry certain difficulties will always exist. Think about which they are for your target clients and list them starting from the most painful one. This could be the lack of software development capabilities for tech companies, the poor web hosting support that online businesses receive or anything else. 
  • 3 major benefits that customers derive from your service – will they take advantage from cost optimization, better and more stable IT infrastructure or a faster website? Tell them what the expected outcome from your partnership will be. 

Step 2: Identify Your Buyer Persona – to Whom Will You Sell?

A common mistake for many businesses is trying to sell to everyone. They skip working on their target buyer persona(s) and end up with obscure profile of ideal buyers and poor ideas how to reach and engage them. However, if you do make the effort to go in details about your ideal clients, this could later lead to a doubling of the number of page views per visit of your website, according to SEMrush. In addition, using buyer personas can help all your teams design and deliver better products and services.

Here is what you need to know as minimum about your desired customers:

  • their demographics – try come out with age, gender, level of income and location of your target buyers. Being aware of their family status and level of education would be also helpful. 
  • their professional status – in many cases people’s job occupation influences or determines their buying habits and behavior
  • pain points – try to really understand their problems, fears, and obstacles
  • psychographics – examine their beliefs, values, and goals
  • influences and information sources – research more about their favorite media, blogs, events, and influencing powers
  • purchasing behavior and their role in the decision-making process

A great and helpful addition to SEMrush buyer persona guide is HubSpot’s buyer persona creation tool

Step 3: Identify Market Trends

When planning your new website you are not supposed to invent a new approach towards the structure, content, or functionalities. You simply need to observe market trends and adapt those elements to what is currently attractive for your target users. Here are some reliable sources of inspiration:

  • listen to your customers – in the end of the day, all you do is intended to support them. Pay attention to their industry, business, interests, current issues, and feedback to come out with ideas for your new website. 
  • examine industry landscape – currently, almost every industry is going through or is heading towards transformation. Get a real picture of the process and trends and try to predict what will be important for yours and your clients’ industries in the next months and years and use it as a basis for your website content.
  • empower analytics and digital tools – tracking users’ behavior and signals is the most reliable source of feedback for the quality of your website. Take advantage of tools such as Google Analytics, Hotjar, or SEMrush to see how people interact with it and how you can optimize its performance. 

Step 4: Analyze Competitors

Competitors are also part of the market environment, but they deserve exclusive attention. It is a great opportunity to check how they have organized their website, what works for them and which their flaws are. Thanks to SEMrush, you can even check how their websites rank and what you can do to outperform them. Beware that blindly following and copying competitors would hardly bring you the results you want, but it is always a good idea to have an eye on their:

  • user reviews 
  • social media channels
  • website
  • overall positioning and message to the market
  • reaction to emerging trends

Step 5: Write a Detailed Brief

This is a crucial step towards developing a good website. No matter whether you are developing your new site in-house or you are outsourcing the job to an agency, you should state clearly the overall objectives, the deliverables, and the expected outcome from the development project. Here is the place to state the outcome from the previous points and define your:

  • key value proposition
  • the user journey
  • your conversion points

Elementor’s blog contains useful resources that will guide you through the whole briefing process and will also provide you with a good website brief template

Step 6: Prepare a Content Development Plan 

Redesigning your website does not mean creating everything from scratch. Of course, you will be using your most popular content again as long as it fits your business needs. At this step you should be aware of users’ interaction with your current website, the way the use existing content and the “feedback” they give by clicking more on some pages and abandoning others. Now is the time to decide which of the following will be your main goal:

  • Driving traffic to your website
  • Generating and converting leads
  • Creating brand awareness
  • Improving SEO

Depending on the chosen goal you might be putting focus on one or more of the following content formats on the website:

  • Blog posts
  • Podcasts
  • Case Studies
  • Whitepapers
  • Infographics

If you consider emphasizing on any of these, the best time to decide it is during the website planning process. 

What’s next?

The process doesn’t stop with planning, developing or releasing the renewed website. It simply goes to phase 2.

What is phase 2? Expect more soon!

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Antonia Shehova June 30, 2021 0 Comments

6 Must-Use Tools to Track and Improve Your Performance Marketing

In the digital era, we are not even questioning the need of tracking and analyzing marketing activities to determine their value for the business. It is nearly pointless to spend even a small budget on a campaign without setting up expectations, KPIs and without measuring the performance. Any positive outcome from such campaigns sounds more like a chance rather than an expected result. 

In this article, we are listing some of the most popular and useful tools that can help you plan and lead your marketing campaigns to have a real measurable impact on your revenue, brand awareness or customer lifetime value. They will not only help you improve and optimize your efforts but will also make planning for business development and positioning a little easier.


One of the most popular marketing SaaS platforms is now being used by over 7 million marketing professionals around the World. It started back in 2008 with only 2 separate tools but in 2021 it has 48 tools grouped in several toolkits: 

  • SEO Toolkit consisting of a useful SEO dashboard, keyword research tools, competitive research tools, link building, rank tracking, on-page and technical optimization tools, and more. 
  • Advertising Toolkit designed to help you analyze competitors’ performance and better plan your keywords selection, PPC and display campaigns. 
  • Social Media Toolkit that will help you prepare your posting plan, track, and analyze your performance across social media channels.
  • Content Marketing Toolkit to help you find popular content ideas and prepare SEO friendly content on popular topics.
  • Competitive Research Toolkit containing tools to analyze the performance of your competitors, the traffic they get and the result from their marketing efforts.
  • Management Toolkit created to help you manage all your campaigns from one place and get reporting on your performance.


Ahrefs promises to marketers better search engine ranking without being SEO experts. The platform is notable for its large database of resources among which are the help center, the blog and its own learning academy. The main modules of the platform include:

  • Site Explorer to research your competitors’ backlinks and SEO rankings
  • Keywords Explorer to help you find the right keywords for your content
  • Site Audit to scan your website for SEO issues
  • Rank Tracker to monitor your performance across various devices 
  • Content Explorer that will provide some fresh ideas for trendy topics and content 


Ubersuggest is Neil Patels’ online tool designed to help you get more traffic and improve your SEO. Here is what you can take advantage from by using it:

  • Domain Overview – you can get insight into the strategies that are working for others in your market so you can adopt them, improve them, and get an advantage.
  • Top SEO Pages Report – discover which of your competitor’s pages are ranking for popular organic keyword phrases and which ones are loved by sites like Facebook. Thus, you will no longer spend time in writing content that no one reads.
  • Keywords Suggestions – Ubersuggest provides a free keyword tool to help you think of head terms and long-tail phrases that you can use as keywords.
  • Content Ideas – are you aware of the hot topics within your niche? This module will help you identify and work on content pieces that are really appealing to people.
  • Backlink Data – with this tool you can see the exact content in your space that people are linking to and which links have the highest impact for you.


Briefly said, Mention is the tool that will help you monitor the web, listen to your audience, and manage your social media channels. Here are some good ideas how to use it:

  • Listen to Your Audience – track and monitor what your audience is talking about across social media.
  • Manage Your Brand – it can be very helpful for large brands to identify potential crises and monitor user feedback.
  • Competition Analysis – what do they say about your competitors? You will be able to easily track users’ opinion, feedback and their share of voice. 


This is the platform offering one of the highest varieties of tools, not only for marketing activities, but for growing businesses online as a whole. If we dive into HubSpot’s Marketing Hub we will discover a rich set of tools that include all you need to successfully attract and retain your customers on the Web. A brief overview of HubSpot’s marketing features will tell you that the platform can help you:

  • Attract Attention Online – just like any of the above mentioned tools, HubSpot will help you prepare the best content pieces by analyzing SEO metrics, competitors’ performance and most popular topics on the Web. You will also find support for managing your social media channels,  engaging your visitors with live chat or hosting and managing files right inside the platform to share them with your visitors. 
  • Convert More Leads – HubSpot is going a step further with tools to help you turn more leads into actual buyers. You can try its user-friendly landing page builder, the form builder, the email marketing tool and the lead tracking tool to achieve higher impact of the marketing efforts on your business. 
  • Get the Most out of Data – the Marketing Analytics tool gathers sufficient amount of data that will be helpful in planning for strategic marketing activities and campaigns. Another useful feature is the opportunity for integration with Salesforce – one of the most popular CRM tools used across wide range of businesses and industries. 


BuzzSumo is a good alternative to all the tools intended to help you plan and prepare your content. By discovering good ideas, trending topics, and popular keywords the platform provides full insights to support the research process and creation of comprehensive content. A notable feature of BuzzSumo is the option to discover influencers – authors and creators with engaged audience and genuine authority on the Web whom you can cooperate with to increase your brand’s engagement level. Indeed, the tool is able to scan millions of profiles before choosing the right influencers for you. 

Bonus tool: Zapier

Zapier is more than just a marketing tool. In fact, this is an all-in-one automation platform that can save you hours of work per week. It offers integration with over 3,000 applications to optimize the process of customer management, communication and collaboration within teams, online advertising and monitoring of your performance online. 

So, which ones do you choose for your business? No matter how big it is, tracking and improving your results is a must.

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Antonia Shehova June 30, 2021 0 Comments

Top 5 Landing Page Builders that Will Help You Convert More Leads

Successful online marketing campaigns usually go through several key stages and issues among which are clear goals setting, effective performance tracking and analysis, media planning, proper budgeting and scheduling, and campaign asset production. 

No matter how good your Google Аds, Facebook campaigns, email copies and banners are, there is another step following that is of greater importance for your campaign. Having attracted a lead through your branding and promotion, the place to “close the deal” is actually on your campaign landing page. This is why it needs to be well-created and optimized to bring a pleasant user experience. Fortunately, creating attractive landing pages has recently become much easier, faster and more affordable thanks to some of the most popular landing page builders:


This is one of the most (if not the most) feature-rich tools you can find on the market. With focus on small businesses the platform enables opportunities for easy creation of whole websites, landing pages, popups and many more. What characterizes Leadpages in terms of landing page creation opportunities is the option to use a wide variety of ready-to-go templates but also to rely on more customizable ones. Among the other most prominent features are:

  • Built-in conversion guidance that helps you predict the page performance even before publishing allowing for timely adjustments 
  • There is no limit on web visitors or leads collected
  • Unlimited page publishing which allows you to create dedicated landing pages for different campaigns or traffic sources 
  • Incomparable page speed – the creators promise 2.4 seconds faster loading time and 30% better performance score than other leading page builders
  • Built-in payment systems to efficiently run your store
  • Lead-capture popups and exit intent
  • SMS marketing capabilities

The team offers a good resource base to help you get to know the platform and inspire you for the creation of your own web project.

Not sure where to start from? See all landing page templates and choose the best one for your business.


The platform is among the most preferred ones for landing pages and can help you get the maximum out of your PPC efforts. It targets growing industries such as SaaS, E-commerce and Professional Services. What makes it popular is the combination of tools that not only help you design attractive landing pages, but also to measure their performance, increase engagement with popups and stickers, and integrate with other digital marketing tools. Here are some of the most helpful features and options:

  • Easy-to-use drag & drop builder
  • Accelerated Mobile Pages (AMPs) that load up to 85% faster than regular mobile pages
  • Free images database by Unsplash
  • A/B testing options
  • Dynamic text replacement – a time-saving feature that allows you to replace landing-page keywords depending on the user’s search query
  • Wide range of targeting options – by location, URLs, with cookies, etc. 
  • Possible integrations with Constant Contact, MailChimp, Active Campaigns, Zoho and many more. If you choose an email provider or a CRM that is not integrated with Unbounce, you can also have Zapier which will help you connect any other app that works with it.
  • Free 14-day trial

Of course, the landing page builder comes together with other common features such as customizable templates, publishing on your own domain, analytics tools and others. A good way to check if Unbounce works for your business might be taking it for an interactive test drive


However, Unbounce may turn out to be a bit pricy option for startups and small companies. In such cases, a good alternative at better cost might be Landingi that offers almost the same tools and features, A/B/X testing of everything, and integration with almost every SaaS platform you can think of. The large gallery of templates and icons allows you to customize your landing page for nearly any business or niche. Within the website you can also find good examples of pages created with the tool in various industries such as Software & Technology, Advertising & Marketing, Education and many more. 

Landingi also provides a demo of the functionalities and features of the platform with the opportunity to even book a live 1:1 session with a consultant. 

HubSpot Landing Page Builder

Its greatest advantage is the fact that the tool is actually part of something larger, an entire marketing software solution for businesses and marketers and also one of the most popular CRM solutions on the market. For marketing efforts this means not only ability to create attractive landing pages but also to rely on great marketing insights, automation tools and smart approaches towards audience engagement, lead generation and conversion. 

Due to its background the HubSpot landing page tool allows for collecting useful information about users’ demographics and interests to create more effective content and campaigns. In addition to the most common landing page creation features, HubSpot’s one is notable for its good visual editing experience and the options to personalize content for individual users. 


If affordability is your main concern, Lander might be the landing-page creation tool for you. The platform still offers all the basic features that you need to create a contemporary landing page for your marketing campaigns. They have an efficient drag-and-drop builder that’s perfect for the inexperienced user. On top of that, they have a variety of elements like dynamic text replacement, A/B testing, analytics, CRM or email integration, and more. You can also edit advanced options like timers, countdowns, and direct PayPal integration.

To Conclude:

Which one did you choose for your marketing campaigns? The overview of the most popular landing page creation tools tells us that all of them come with the main functionalities needed to be attractive and engaging for your leads. You will always be able to create a great design, structure, and content for your page even without having technical, coding or UX/UI design skills. But how to make your choice among so many players on the market then? 

Take into account the following factors that are essential for your success:

  • Page Speed – compare the performance of pages created with different tools. Even one-second delay in loading might result in people leaving your website and loss of revenue for your business.
  • Security – prices can go as low as $0 for a page builder tool if you care for the costs only. However, it is much more important to find a trusted partner and solution since it will be handling your customers and their sensitive data such as personal information, payment details, etc.
  • Support – all tools seem to be user-friendly even for inexperienced marketers. However, it is very likely that at some point you will need assistance before or after publishing your page. Here is why you need to make sure that any platform comes with reliable and trusted technical support before getting involved with it. 

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Antonia Shehova June 30, 2021 0 Comments

Service as a Service – The new strategy to ensure your business success

For the last 20+ years, we are living in a world that is digitizing and dramatically changing due to the technology revolution. Similar to the Industrial Revolution started in 1760, the technology revolution is changing generations, services, business, and the way we live. 

Now, we are more than used to the on-demand business models, which allow companies to access technology, resources, service at any time they needed. We hear everyday words as Infrastructure as a Service, Platform as a Service, Content as a Service… Anything as a Service. But isn’t it the right time to talk for Service as a Service? 

It is going to be a way to much to say that this is a revolutionary concept. As we already stated that the “…. as a service” model is working quite well. But it is going to be true that the Service as a Service model is creating an entirely new market niche. 

So, what is Service as a Service?

It is the opportunity to get any time of service done from an external person/team/organization for your business at the right time when you needed and in the way in which you needed. In other words, to satisfy real business needs with resources, which you do not have within the company at the moment, but in a way, much better than if you have an internal people or team for it. 

What can be delivered as “Service as a Service”?

There are a few very prosperous areas, in which we see the concept of Service as a Service to evolve – marketing, sales, web design, consultancy, HR management, system administration, DevOps, and many more. The concept is straightforward. You are an existing business, a startup, scale-up, or a big enterprise. It really does not matter. Then you came up with a situation in which you want to achieve a specific business target – expand on a new market, grow your sales, improve the sales process, reposition your brand, launch a lead generation campaign. The next factor is that you want to achieve a goal, but you either do not have enough resources internally (mainly human power and knowledge) or just the team/company has no knowledge or expertise in the area. And now you need somebody to help you to achieve your goal. 

That us how the on-demand model of Service as a Service works. In the right moment, with no vast efforts or spending, you find a way to meet your goals. By using the Service as a Service model. 

Marketing as a Service

The growing popularity of the Marketing as a Service model can be explained partially with the ever increasing amount of startups and the technology evolution on the other hand. Remember how many new startups were created every year ten years ago. And check the statistics of how many new-born companies are created now.

On the other hand, marketing as a strategic aspect of each company is changing every day. Ten years ago, there was no advertising on Facebook, Instagram did not exist, video content online was popular only on YouTube. The fast pace of change in the marketing area requires new approaches, better strategies, and skills, which were not existing last year … or last month.

So hiring an external expert or Marketing agency, which will deliver exactly the service you need, will save you costs and will guarantee a decent result. You can get an inbound campaign market research, marketing strategy, market audit as a service, etc.

The market, which needs the most Marketing as a Service is the IT market and technology companies. But this is a topic for other article.

Sales as a Service

The growth of the number of companies, and the growth of the services existing companies offer, require more sales power than ever. Customers are well-educated, they have excellent access to information. And for this reason, you need to be really good in sales and know the service or product you sell very good. 

It is of growing popularity for tech companies to hire salespeople on the as a service model. 

Advantages of the Service as a Service model for companies

They are numerous, but we will mention just a few of them:

  • Getting the service in the moment you need it
  • Better quality of the external service provider and service delivered
  • No need to make long-term planning of the resources
  • Cutting costs
  • Business agility

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Antonia Shehova June 30, 2021 0 Comments