Qualities that make web content good and how to improve yours!

YOUR WEBSITE'S FATAL FLAW and why you need an honest appraisal

Remember that “stuck-up” kid in school? You know, the one who thought she had the real “wow!” factor going on and considered herself to be the coolest thing in the universe (and therefore beloved (and envied by all).
 
There was just one little problem. Nobody really loved her and few wanted to be friends with her. It’s hard to love a snob, isn’t it?
 
Well, this is just the sort of problem many websites have. Too often they’re bloated monuments to the self-importance of their owners and creators. It’s as if they’re shouting “Hey, look at me, aren’t I cool? Aren’t I smart? Aren’t I clever and cute?”
 
To which most website visitors respond: “Um, no, you’re actually pretty lame. See you later.” And who can blame them? You’re saying you’re great when...you’re so obviously not.

WHATEVER YOU DO, DON'T DO THIS

It’s frequently obvious in the copy, the lifeblood of every website. Funny thing is, so much web writing is so very bad. Take, for example, this little gem pinched from a florist’s website describing a flower on offer: “Pinkly pulchritudinous and amazingly delightful, infinitely charming and sensationally fascinating. Ugh. Would that entice you to purchase that flower, or, more likely, induce a fit of eye rolling exasperation?
 
Words matter. If your web copy is oozing adjectives, clogged with shop talk (words and terms understood only by business/industry insiders) or heavily seasoned with $10 dollar words (that’s you lawyers!) that would require readers to consult a dictionary, then you’ve definitely crossed the line.

Even worse is to clumsily tout yourself, especially if you’re in a crowded and competitive e-marketplace. Consider this all too common variation of website self-appreciation: “Why choose us when you have a million choices? The answer is simple. Because we are the best! Best in quality, best in service...” etc.
 
Yeah, right! If that doesn’t sound like that stuck-up kid from school (“I’m the best!”) then nothing does! Websites that do this are essentially saying “We’re great because we say so!” (Can’t you just hear Dr. Phil asking, “How’s that line workin’ for ya?”)
 
Have you committed these website sins (among others)? Chances are you probably have and don’t even realize it. Don’t worry, though, the good news is that you can repent and change your ways!
 
It all begins with an honest appraisal, or audit, of your content. This can be personally and professionally painful, especially if you are the content creator, as is the case with many small businesses.

WHO IS THIS ABOUT ANYWAY?

The most important lesson in this process is: It’s not about you! It’s about your audience. Too many companies of all sizes inundate website customers with information about themselves and how wonderful they are. Who cares!
 
Every word and image must be geared toward meeting THEIR needs, not yours, and helping take an action or make a decision. Therefore, content rule number one is to know who your audience is, what interests them and how to meet their specific desires. Fail to heed this overriding rule and you might as well forgo a web strategy.
 
If, however, you do observe this rule, then a careful analysis of your existing or planned content is in order. The following will be helpful in guiding you through a content appraisal.
are you saying what you think you're saying?

Are the graphics, words, video and audio elements on your web pages conveying the information, the feel and the ability to take action that your audience desires? Carefully look at your content to make sure it is saying precisely what you intend it to. Better yet, have someone else (who didn’t create the content) take a look at it. Being removed from the creation process, they’re much more likely to be able to determine if your message is hitting the mark.

1. are you saying what you think you're saying?
   Are the graphics, words, video and audio elements on your web pages conveying the information, the feel and the ability to take action that your audience desires? Carefully look at your content to make sure it is saying precisely what you intend it to. Better yet, have someone else (who didn’t create the content) take a look at it. Being removed from the creation process, they’re much more likely to be able to determine if your message is hitting the mark.
   
   
2. up-to-date and accurate
   Seriously, you’ve got to keep things fresh. Info that is weeks, months or even years old is inexcusable if you expect to get anything out of your web marketing strategy (i.e. more business!). Are your links dead ends? Are your logos, copyrights and trademarks current? How about your stats? Inaccurate and old information undermines your credibility.
   
   
3. getting things done
   This is about your website visitor’s ability to get done what he or she wants to accomplish. Do you make it easy to do so? If you’re selling, is it easy to buy from you? If you’re receiving donations, do you make it easy and secure for people to give? If you’re offering information to help people make decisions, is that information accurate, concise and well presented? Again, is it actionable information or stale and useless? Remember, you must be ruthless when auditing your information!
   
   
4. go ahead and get help—IT'S WORTH IT!
   Finally, unless you are an adept copywriter or trained graphic artist and web designer, it’s best to farm out your web content to professionals. You’d be surprised how many small to medium business websites rely on unskilled, in-house content creators with results that range from the merely embarrassing to the legally suspect. Here again, however, be discriminating and don’t allow your writers and designers to make another cardinal error — that of making your website a showcase of them and their wonderful talents rather than your bottom line!

Remember, your credibility comes from helping your customers accomplish what they want when they visit your website. It doesn’t come from saying how great you are! Leave that to the stuck-up kids at school.
 

written by Scott Wigton

GOOD E-MARKETING CAN TRANSFORM YOUR BUSINESS

AND FIVE STRATEGIC REASONS YOU SHOULD BE DOING IT NOW

Four thousand years ago, the ancient Egyptians began hanging up papyrus scrolls that advertised everything from cornmeal to camels. Suddenly, a new marketing medium was born and business would never be the same. Shopkeepers and traders now had a cheaper, more efficient way to market their products (imagine the benefits of not having to chisel your sales pitch into stone!).

Obviously, the art and science of marketing has come a long way since that dramatic innovation of so long ago. In the last century, we’ve seen the addition of other marketing game changers in the forms of radio and television, with each demanding its own strategy. And, in the last 15 years, another revolutionary platform has emerged (you guessed it, the Internet) and with it has arisen yet another form of marketing — e-marketing.

WHAT IS IT? SIMPLY PUT, E-MARKETING IS THE PROCESS OF MARKETING A BRAND USING ELECTRONIC MEANS, PARTICULARLY THE INTERNET

This happens through websites, emails, banner ads, blogs, social media and search engine optimization among others. For most businesses today, e-marketing is, or should be, part of their overall marketing strategy.

E-marketing (also often called online or Internet marketing) aims to attract new business, retain current customers and strengthen brand identity and loyalty. 

however, unlike other more “traditional” forms of marketing, e-marketing enjoys the pronounced benefit of yielding a much higher return on investment (ROI)

Just as with other forms of marketing, the key to success with e-marketing is designing a clear strategy and then creating the means (website, email, online ads, etc.) to execute that strategy.

that’s why it’s always wise to consult with experts who can help you develop an e-marketing strategy from scratch or overhaul an existing one that needs refinement or replacement

SETTING YOUR E-MARKETING GOALS

When developing an e-marketing plan, it’s vital to keep the following objectives in mind (before having a website or other online tangibles created) to achieve the best results:

1. increase sales —This should be the primary purpose of your e-marketing strategy, even if you aren’t operating an e-commerce site that actually sells products online. The fact is you are always building your brand and reinforcing customer confidence, interest and loyalty. Today’s customers often go online for information before making a buying decision. So, while you may not receive direct online revenue, you could see significant increases in revenue because of buying decisions directly influenced by your e-marketing efforts.
   
   
2. decrease costs — As mentioned earlier, the costs associated with e-marketing are substantially less over the long run compared to other forms of marketing including print, radio and television. Money, time and resources are saved and costs per transaction are significantly less than over the phone or in person. Customers like online transactions because, if done right, they are quick, easy and cost them less time and effort.
   
   
3. build the brand — Careful thought must be given to how your e-marketing efforts will impact and build your brand. Brands are critical to increasing recognition, trust and strengthening relationships between you and your customers. Your website, online ads, email campaigns, e-newsletters, blogs and social media efforts all should integrate to make your brand stronger.
   
   
4. increase value to customers — When customers visit your website or encounter any of your electronic communications, they should have an exemplary experience that makes it easy and pleasant for them to get information or conduct transactions. They should be given reasons to visit again and a chance to offer feedback on your products, services and presentation. Importantly, online customer requests/feedback ought to be handled quickly to further enhance your reputation and validate your e-marketing efforts.
   
   
5. build relationships — It may seem counterintuitive since the Internet isn’t an interpersonal medium, at least in the traditional sense, but e-marketing can help you create and reinforce relationships with your customers.  Various tools can allow you to track your customers’ online behavior so you can respond better to their needs.  Also, it is an inexpensive way to collect data, query your customers and respond to their input and queries. This fosters a kind of dialogue that if handled promptly and carefully, will only serve to bolster your relationship with them. 

written by Scott Wigton

HOW TO BEAT THE DOWNTURN BLUES {PART II}

EVER WONDER WHY SOME BUSINESSES THRIVE IN A SLOW ECONOMY WHILE OTHERS STUMBLE? 
 
LEARN SIX RECESSION TESTED TIPS THAT CAN HELP YOU DO THE SAME Is the recession over or not? Well, technically speaking, it is. According to a September report by the National Bureau of Economic Research, The Great Recession (as it came to be called) actually ended in June of 2009. Since then, the economy has been growing.

Try telling that to the millions of people who can’t find jobs and to businesses that have seen their sales continue to slump.

Today, many economists predict slow growth in the months and years ahead. Others are warning about a dreaded “double dip” recession on the horizon. Fear and uncertainty abound, and, the truth is, no one knows what’s going to happen.

ATTENTION: COURAGE REQUIRED

That’s why whichever way the economic winds are blowing, you can— and should —position your business for growth by emphasizing courageous marketing strategies. In fact, many savvy operators already employ strategies that have enabled their businesses not only to survive, but even to thrive in difficult times.

In Part I of this series, we learned a key lesson of past recessions. Namely, those businesses that prospered were the ones that did not panic by scaling back drastically in their marketing efforts and personnel. In fact, study after study showed those businesses that held firm on their marketing efforts during a recession (or else made their efforts more refined, targeted and intense) far outstripped the sales of their panicky peers. And, when the recessions ended, these businesses, by virtue of improved market position, took off like rockets, leaving competitors far behind.

There is no reason to think these fundamentals have changed. If you approach marketing like they did, chances are when the economy takes off, you will be ready to reap some hefty rewards.

So what are the secrets of businesses that prosper during tough times and roar ahead during boom times?

1. Maintain a strong, even aggressive marketing posture — Becoming a shrinking violet during times of recession or very slow growth (as we’re experiencing now) is a temptation that’s easy to give in to. After all, we’re inundated with negative news on a daily basis. But most of that news has little to do with you or your business. Chances are, however, many of your competitors have caved in and are pulling back. What does this mean for you? It means that as they pull back, you can expand into new territory. Customers crave stability and confidence and if you project these qualities you will only enhance your market position. So, keep your visibility strong and market presence consistent.
   
   
2. Don’t eviscerate your marketing — Yet another “slow times” trap that’s easy to fall into. If you do cut your marketing, you are essentially guaranteeing slower business, not only now, but also when the economy turns around and consumers come back in force. Too often, business operators rationalize that they’ll cut today and ramp up when things get better. The problem with that is by the time they ramp up marketing, they will be at a disadvantage to competitors who maintained or increased their marketing efforts through tough times. Again, studies of business behaviors during previous recessions bear this out.
   
   
3. Dare to increase your marketing budget — even by adding staff. All right, this may seem like a radical idea, at least on the surface, but if you can do it, you should strongly consider it. The question you must ask yourself is, “How much opportunity am I willing to sacrifice by playing it safe?”
   
   
4. See marketing as a profit — Many business operators have to overcome the attitude of seeing their marketing, branding and advertising efforts as pure costs. While they certainly involve costs, they drive revenues, assuming you provide quality products and services. A simple change in attitude about marketing will not only help you avoid shrinking revenues today, but will open up huge opportunities in the future.
   
   
5. Build relationships, deliver quality — Remember, marketing is not just providing information; it’s about creating lasting bonds between customers and brands. This is even more important during slow times when customer loyalty can be tested by forces outside your control. Every relationship must, however be founded upon quality. Recessions and slowdowns are not the time to go cheap on your products and services — or taking the cheap route on your marketing and branding. In the end, you’ll only be compromising your reputation and losing hard won ground. Going cheap may feel good at first, but like a severe case of heartburn after that big cheeseburger, you’ll pay for it later.
   
   
6. Sharpen your focus — This is vital in your existing and well-established markets. This not only gives your current customers comfort and builds loyalty, it gives you a springboard to expand your presence and revenue growth as things turn around.

 written by Scott Wigton

HOW TO BEAT THE DOWNTURN BLUES {PART 1}

How To Beat the Downturn Blues

{Part I}history can help you avoid major marketing mistakes!

Times are hard, but does that mean businesses should slash their marketing and advertising budgets in an effort to cushion the bottom line?

If history is any indication, doing so could be a big mistake. In fact, savvy business leaders who understand economic cycles know that recessions can be prime opportunities to capture market share and set the stage for significant future growth.

While the latest recession (brought on by the subprime housing crisis) may be particularly painful, history shows that it is no anomaly. In fact, it is the 13th recession since the Great Depression (13 years of pain!) finally ended in 1942. Since 1797, the U.S. has experienced nearly 50 recessions and a handful of depressions (more painful downturns characterized by a steeper decline in Gross Domestic Product) thrown in.

Post World War II, many of these recessions have been mild, lasting 8-12 months with relatively modest declines in GDP followed by robust periods of economic expansion. A couple of recessions, 1973-1975 and 1981-1982, were more sustained and difficult.

But whatever their various causes or durations, recessions have tended to promote business contraction, even if contraction wasn’t called for in specific cases. The result was missed opportunities and loss of market share to competitors.

WHY? Because a few brave businesses refused to cave in to recessionary psychology. Instead of throttling back or simply keeping their business engines on idle, they continued to move forward on the marketing front, building their brand and bullying their way into their more timid competitors’ territories.

Let’s take a look at a few of the lessons learned from past recessions

1973-1975 — Brought on by the Arab Oil Embargo, this recession was particularly severe. Nevertheless, a 1979 study showed companies that maintained their marketing budgets through this period actually increased their sales and net income compared to companies which cut their marketing expenditures. Furthermore, these companies also beat their competitors for two years AFTER the recession ended. In fact, those which maintained or increased their marketing experienced growth in sales of more than 132% within 3 years of the end of this recession.

1981-1982 — Again, another deep recession fueled by high gas prices and a tight monetary policy to control inflation. A study by McGraw-Hill showed once again that businesses which maintained or increased their marketing efforts averaged higher sales growth and profits during the recession and especially in the expansion period which followed. For companies that maintained a robust marketing position during this recession, sales increased by 275 percent (post recession) compared to just 19 percent for their competitors!

1990-1991 — This was a milder recession rooted in the late 1980s savings and loan debacle and another oil price shock. Again, many firms responded to the downturn by simply cutting their marketing budgets. This proved to be a mistake as a later analysis by Cahners and Strategic Planning Institute indicated that businesses that increased their marketing budgets gained in market share and profits versus their competitors who pulled back. The report concluded that aggressive marketing during this recession captured these businesses an average of 1.5 points of additional market share.

So, what does history teach us about marketing in a recession? If anything, it suggests that taking a steadfast or even aggressive approach will best serve your business in the long run. While it might feel good to cut your marketing budget for short-term gain, you risk of losing hard earned market share to bolder competitors while simultaneously sacrificing robust growth potential when the economy rebounds.

So, when will the economy rebound? No one knows for sure, but it will. And when it does, you’ll want your business positioned for growth, not trying to play catch up and recover lost market share.

In next month’s edition, we’ll explore the secrets of successful marketing during a downturn.

Written by Scott Wigton

How To Turn Email into a River of Revenues

What would you say about a marketing device that returned over $43 for every dollar you spent on it?

Too good to be true, right?

Wrong.

That device is none other than the commercial (HTML-coded) email, a tool that far outstrips all others when it comes to pure return on investment (ROI). So, how on earth does an email garner such grand results?

To understand this, you must realize an effective commercial email is a well conceived, superbly timed, and, above all, expertly designed piece of marketing that is focused on accomplishing one thing: Getting a customer to take action.

Just how good can an email get? According to the Direct Marketing Association’s 2009 study, commercial email returned $43.62 for every dollar spent last year. Compare that to an ROI of $21.85 for Internet search advertising, $15.22 for direct mail and $7.32 for catalogs.

The Perils of Poor Design

“Fantastic!” you say. “Let’s crank out an email right now and blast it to our list. After all, emails are easy and anybody can do them.”

Not so fast. While it’s true that millions of emails are exchanged daily, only a tiny fraction are well enough designed to grab a customer’s attention and get them to make that all important click that results in a purchase.

To begin with, there are essentially two types of commercial emails, ones that mostly depend on text to get results and those that are more visually or image driven (much like a magazine ad). Many of the very best commercial emails contain a balance of both. Whatever the approach, it must be chosen because it has the best chance of making an impact with your audience.

It is important to know quality design is NOT just about a snazzy picture, cute turn of phrase or a colorful graphic (though these might be part of a well-designed email). Rather, good design depends just as much on advance planning and strategy and careful selection of elements to achieve the desired end.

Remember, the competition – and clutter – is fiercer than ever.

Take your own email inbox, for example. Most of what you receive is either deleted immediately or quickly scanned and disposed of. The level of email fatigue and cynicism is high, but that’s because most commercial email solicitations are inadequately thought out, poorly timed and lack quality design.

No wonder people (that’s us, folks!) are so quick to trash emails.

Don’t Waste Your Opportunity!

But there is good news. Most commercial emails arrive with the consent of the customer. At some point, he or she has asked to receive email updates or solicitations from you. This gives you a vital opportunity to impress them.

However, if your email is sloppily designed, annoyed customers will quickly unsubscribe from your list. Don’t waste your chance to enjoy an ROI of $43 to $1 or more simply because you decided to do it yourself.

Instead, hire a capable designer who understands that the following are essential to a successful commercial email: copy that is well formatted and brief (keeping in mind that email readers are in a hurry); a reminder that the customer granted permission to receive email from you; an easy-to-find unsubscribe link; focused content that focuses on one or two ideas rather than many; careful timing; a call to action (a compelling offer that screams: “take action now!”); solid HTML coding; strong copy and headlines; compelling images (but not too many); and, of course, a catchy subject line that demands the email be opened.

Again, remember the subject line is crucial to getting an email opened but after that it’s good design that will determine whether the end-user/customer decides to read on and take you up on your offer.

Good Design Turns Clicks into Profits

Finally, never forget that an effective email is a marketing tool that can deliver convenience and value to your customers while realizing significant dividends for you. If $43 to $1 sounds good to you, the key to success is a creative and expertly designed piece that cuts through the clutter, cements customer loyalty and burnishes your brand.

written by Scott Wigton