The notion of ‘digital’ and ‘traditional’ marketing being separate is outdated, since all marketing includes digital components.
The European Union’s GDPR legislation provides perhaps the single biggest opportunity for businesses of all sizes (and locations) to improve their marketing performance.
With the continuing changes that Facebook makes to its algorithm, Facebook Business Pages have essentially become less effective – unless Page owners are prepared to spend significant amounts of money to promote their content. It’s time to evolve your company’s social media tactics.
People buy from companies and individuals that they feel have similar positions, thoughts and ideals to their own. Don’t be afraid to tell your story. Say it in places where your audience congregates, and your customers, fans (and evangelists) will come.
Today’s communication is less about shouting your message AT your customers, and more about telling your story TO them. Creativity is the new currency.
Customers today are more demanding than ever before. They’re smarter than ever before. Because they have more knowledge – and therefore more POWER, than they have ever had. So why should they buy from you, as opposed to the company down the street, or the next town – or half way across the world?
A quick question for you: For most businesses, where would you say is the first contact point between the company and a prospective customer? Before they see your ad, read your postcard mailer or receive the sales cold call, the first engagement point with your company is most probably your website. So why don’t more companies take their website seriously? I don’t (just) mean the design and having up-to-date information on your business value offering – i.e. your product or service: whatever it is that you’re selling. I mean having content on there that existing and prospective customers want to read. I mean having a ongoing and regular program of delivering new content designed and researched in such as way for your audience to find interesting. So interesting that they’ll come back again, to consume even more of it. So interesting that they’ll talk about it with their friends. Today, before a customer ever buys your product or service, they “buy” into your company. They listen to your story, the narrative of why you do what you do. Why you sell, as much as what you sell. I’ll bet you, just as with our company, that if you checked your website …
I like to think that I’ve watched enough video presentations given by self-proclaimed tech gurus predicting the “Next Big Thing” to be able to smell the bovine excrement from 100 paces. It’s usually the same people that crop-up over and over again, prophesising that “..the way that we do (whatever) is dead! This new thing that’s coming along is going to sweep everything else away in a blink of an eye!” You know the sort. However, I really can’t argue with the points made in a presentation that I recently found from Roger McNamee, MD and one of the founders of venture capital company Elevation Partners (who clearly need to get someone to redesign and update their website. Not only is the footer out of date, but the site uses Flash. Flash? Really ?). McNamee’s been investing in tech companies for nearly 30 years, including names such as Facebook, Forbes and Yelp, so in my book here’s a guy who probably knows what he’s talking about in terms of the trends taking over the tech world. I would love you to watch the whole video of his presentation. However the video’s been taken down, and a brief Google search (yes, …
So, you blog regularly. Maybe you tweet as well. Perhaps you have a company Facebook fan page too. Good for you. Well done. By now you may have seen tangible results from your efforts. More and more people are reading your content. Maybe you’ve converted interest into leads, and into sales. Hopefully you’ve taken my advice and have a content strategy in place that helps you and your colleagues keep that social media ship on course. You’ve got followers, fans and evangelists and they like what you do. They’re on your side. But there’s a problem. Your most devout followers have been reading your stuff all of these months and, by now, they pretty much have a handle on what you’re saying. The problem is, that you’re saying the same thing again and again. Your most loyal of followers are being done a disservice since they feel that they’re reading the same message – even if it is being regurgitated and rewritten 101 different ways. They’re not being pushed, challenged, educated or informed any more. You’ve made your point to them – and they’ve got it. The only question now is how long they’ll continue to hang around reading your stuff …
We often get inquiries from business owners or marketing people looking for help with a very specific issue. Perhaps they’re looking for someone to set-up and manage their PPC campaigns. Maybe they need a brochure redesigned, the writing and distribution of a press release, or help with their social media efforts. But let’s back up a touch. Each one of the above a very separate disciplines. Broadly-speaking, someone who’s an expert in pay-per-click advertising isn’t going to be able to design a brochure. At least, they won’t be able to do it as well as a someone who specializes in design. This is where things get a little foggy. All of the above job titles could come under the umbrella of ‘marketing’, but they don’t have to. All advertising, for example, is marketing. However all marketing isn’t advertising. Advertising, design, PR, and marketing are very different disciplines. However, far too often the job descriptions are exchanged and intermixed. Someone who’s great at web design, may not be so hot on allied competences such as SEO, CRO, or copywriting. Yes, they can design a kick-ass website for you. But when it comes to how well the site is seen on search …
Study after study shows that people prefer simplicity. Less really is more.
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