18 Web-Marketing Concepts That Make A Difference - Continued...
10. Think Campaigns Not Ads
Isolated one-time advertisements are like those one-nighters: exciting for a while but ultimately unfulfilling and devoid of meaning. Your audience is looking forwardto a relationship, not a short-term fling. Your marketing has to woo your visitors with a that tells your story and delivers your focused message; audiences expect to be courted and counseled with meaningful communication. And that takes time and commitment.
If you're spending money on just ads, you might as well be throwing that money down the drain. There is a better way. So if you're looking for a long-term relationship with your audience, think campaigns not ads.
11. Think Message Not Hype
What message are you delivering to your online visitors? Are you telling them you've got the best product, at the best price, with the best staff, and world-class customer service? Is that what you're saying? Guess what? Nobody cares, because nobody believes you.
There is only one way to show people you're the best and that is to prove it, but here's the catch, you can't prove it until they become customers. Whoops. Okay, so what's the solution? How about a real marketing message that speaks to what your audience really wants. It's not about you, it'sabout them.
12. Think Personality Not Banality
Does your website just lie there like a lox; You know that cold, dead fish that often comes with a bagel? No personality, just more of the same tedious, dull, dreary, mind-numbing, tiresome, lackluster, monotonous, stuff everybody else has.
Boring! This is the new Web, so if you can't get with it, you'd better get out because you're wasting your time and everybody else's.
You're so worried about downloading times that you forgot to put anything on your site worth seeing or hearing. Check your logs. If people are jumping ship faster than rats on a burning ship, it's time to try something new; like, maybe some compelling content.
13. Think Branding Not Copyrights
Hey, I love the Beatles. I grew-up with them, and I have all their records - yes records, like vinyl records, not CDs. And guess what, I've also had a Mac, in fact, had a bunch of them, not to mention iPods and other assorted Apple gizmos and gadgets. And you know something, I've never once got John, Paul, George, or Ringo confused with Steve Jobs. Amazing!
Worry just a little less about all that small print stuff and more on building a memorable brand that people will remember, and that nobody will mistake for some johnny-come-lately imposter.
14. Think Positioning Not Slogans
It's funny how people have a position on almost everything: you name the issue and people will have a definite opinion on what they think, except when it comes to their businesses. Just because you have a cute slogan that you print under your logo, doesn't mean you own a position in your audience's minds.
It seems businesses can't stand making a definitive statement about who they are, and what they do. Why is that? Afraid they'll lose a customer I guess, but if people don't understand exactly what you do, and why they should be doing business with you, then they're never going to be customers anyway.
No company can be all things to all people and companies that try, never go anywhere. Tell people who you are, and what you do and forget about all the other stuff, it just gets in the way.
15, Think Sensory Appeal Not Cents Appeal.
Do you want people to sit-up and take notice of what you have to say? Do you want people to actually remember what you're telling them? While if that's the case, you better appeal to their senses, and we're talking about sights and sounds.
Deliver all your juicy, got-to-have content in an audio and video presentation that will stick in people's heads.
If all you're doing is appealing to their desire to spend less, then maybe they aren't the customers you're looking for anyway. No business can afford to sell for less all the time, every time.
16. Think Identity Not Logos
Is your company the equivalent of the invisible man? You're on the Web, but nobody cares because you're not saying anything worth listening to, and if they do see you, you are instantly forgettable.
You've got to have an identity, a personality, an image, and there is no better way to create that identity than with a video of a real person delivering your marketing message in an entertaining, memorable manner.
17. Think Entertainment Not Biz-speak
Speaking of entertaining, you cannot engage, enlighten, or entertain if everything you present sounds and looks like it came from some b-school text book. Or from one of those self-help courses on direct marketing guaranteed to make you a millionaire in only three weeks.
Every business has a story to tell, and they can all be presented in a compelling way with a little imagination and creativity. And yes, even b-to-b businesses can rise above the mundane and deadly boring, if only they take the time and make the effort.
18. Think Communication Not Marketing Copy.
Last but not least, let's all remember, that websites are about communication. If you've got nothing to say, nothing to offer, or are afraid to say what you can do for your audience, then how do you expect to be successful.
Filling your Web pages with keyword dense prose and instantly forgettable sale's copy is not going to win the day.
Whether you are presenting your case in text, audio, or video, it better be interesting and enlightening - even text can be entertaining if written with style and attitude.
When websites fail, they fail because they do not communicate a realistic, believable, convincing marketing message.
Here's to Your Success,
Donald Trosper
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