How does your business deal with change occurring online? We have written several articles about adaptation and change. There has been tremendous change online since the advent of the internet, yes? And the amount of change in this arena and in consumer response, while still in its infancy, continues to accelerate. So it is essential to adapt the online presence of your business to these changes with some sustainable development goals for your website design.
Have you ever wondered what makes a website truly great? So great that traffic is high, people are engaging with demand are off the charts, and many new customer relationships being built. The simple objective … turn marketing into content, not content into marketing.
How often do you find a new website that makes you stop and stare? It screams to you that it is a modern-day masterpiece. The aesthetic and user experience are off the charts. It’s new, innovative, and, frankly makes you wish you could design a web site for your business with all the great features of the one you are looking at.
Related post: Social Media Platforms … The Magic Every Content Marketer Needs
Think about what makes it stand out to you? Is it a beautiful, award-winning graphic design? A killer SEO strategy? Its interactive, cutting-edge user experience? Or is it simply tied to the amount of monetary investment? The bigger the budget, the better the website, right?
The heart of most marketing campaigns has been the website. The biggest problem with most websites however is that they are instantly forgettable. They say the same thing as your competitors. You see two possible results from this problem. The first is that most customers will quickly lose interest and click away from the site. The second is that, if they stay, they’ll find no reason to select you, because there’s no discriminating message. They click away with no reason to return.
So what is the magic of creating a potentially eye catching web site? Consider these 9 website design goals to build your marketing strategies around:
Make content a priority
Build your entire website design around your content. No exception. Make it efficient, accessible, and searchable. Make the interface easily adaptable for multiple platforms.
When starting a web project, many think about whom we are, what’s special about us, and how we should communicate our unique selling points.
But our readers aren’t interested in us, our business, and our products
They just want to know what’s in it for them.
Take the time to grab insights of all types from your customers. What keeps them up at night, both professionally and personally? What will they be worrying about at the time of your talk? Maybe they’re more concerned about what to have for lunch?
The center piece of your design should be the element of simplicity. This design goal interacts with most other of the design goals, so a change here will make improvements in other goals.
Sustainable development … clear description
Many websites fail to clearly and easily answer “Who I am,” “What I do,” and/or “What can you (the visitor) do here.”
If you’re a well-known brand or company (i.e. Apple for example) you can probably get away with not having to describe who you are and what you do; but the reality is, many enterprise businesses still need to answer these questions so that each visitor knows they are in the “right place.” If visitors can’t identify what it is you do or where to go to find what they need within seconds, they won’t stick around long.
Sustainable development goals … user centered design
With your design you should always take a user centered point of view. Employ good storytelling. Make the design scalable for easy additions later. And of course the navigation design should be intuitive … little thinking required.
All elements of your design should focus on mobile users, it is where all users are moving. Find a mobile app style and interface to imitate. It will simplify user experience for now and into the future.
Sustainable development … unification
Use consistency in both desktop and mobile design elements. This will reinforce your design simplicity and help make apps the center piece of your design.
Website design goals … responsiveness
User centered web fonts, typography, and icons are becoming widespread. Stick close to these pseudo standards and make your site as responsive as you can.
Embrace lots of new platforms
Experiment with new and different platforms as they are introduced. Make sure your interface design permits compatibility.
Remember … don’t talk about how great you are … tell your customers a story about how what you do well will make them look awesome.
It’s up to you to keep improving your customer engagement and relationship building performance and creativity.
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new lessons.
When things go wrong, what’s most important is your next step.
Test. Learn. Improve. Repeat.
Are you devoting enough energy continually improving your customer service?
Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Find them on G+, Twitter, and LinkedIn.
Digital Spark Marketing will stretch your thinking and your ability to adapt to change. We also provide some fun and inspiration along the way. Call us for a free quote today. You will be amazed how reasonable we will be.
More reading on social media design from Digital Spark Marketing’s Library:
It is common sense to take a method and try it. If it fails, admit it frankly and try another. But above all, try something. A worthy statement from Franklin Roosevelt. Try something to employ public relations and put PR marketing to work. Many companies still believe public media relations begin and end with a business event and receiving a nod from the local newspaper.
There are many public relations tools that also have significant SEO benefits that you can use for your business.
Business success stories should not be written to the media press. In today’s environment stuffed with events, happenings, and successes, ordinary happenings are not enough for a media story.
The ordinary success story is a relic of the past and it’s time for a new and novel take. What was successful last year needs a refreshing approach to capture attention today. And capturing attention is the name of the game.
So what is the new secret ingredient? Well, maybe not so much a secret. A key ingredient is a social approach to public relations.
What is the secret sauce to getting free publicity? It is not having the best spokesperson or hiring the best PR firm. Actually, the ultimate insider secret is quite simple … just think like a reporter. It is as simple as that.
Most of us are too close to our own little world to look at the business objectively and be able to spot a newsworthy story angle that people would be interested again. View the world as a reporter or a reader.
Where to begin
The question of where to begin is simple enough. Pick 5 journalists and start to get to know them. Begin with these questions on each one:
What do they write about and which industries do they cover?
Where do they socialize online?
Do they share any friends with you?
Based on the research findings, narrow your list to the best 3 journalists for your objectives.
Think about your press release objective. Do you desire a niche outlet or a broad outlet?
Choose a niche outlet if you are seeking high-quality business leads.
Choose a broad outlet if you are seeking time in the spotlight and brand recognition.
Employ public relations by building your press kit and press page
A press kit is like a resume for your company. In it is a collection of company information and articles put together to address questions from the media, investors, potential clients, and others. The goal of the press kit is the same as all other marketing that a company does.
It should grab the reader’s attention, make a lasting impression and create enough interest that they will contact you for more information.
The press kit is the killer resource you need to provide to your journalist friends. It is everything they will need to write the article on your company. The press page is your brag-worthy showcase examples of specific hard work.
Don’t be modest … share the story about the journey you took to get to your current objective or accomplishment.
Do all the work to help the process, including a press release, founder bios, headshot pictures, team photos, and everything in a digital form that are easily accessible.
Busy editors sort through piles of press kits each day. Getting your press kit noticed is the key to publication and action.
Remember, getting attention is important not only with audiences but also with editors. Package your materials in a unique way and make sure the materials are presented professionally.
Create a positioning statement
A positioning statement is the elevator speech that explains your business in short and sweet one or two sentences. Brevity is essential.
So is the necessity to avoid buzzwords at all costs. Done well, it will look and feel like your unique selling point/value proposition.
PR marketing … simple and personal
Make sure your story will stand out and be unique. Keep it simple and human with a casual subject.
Can you find related news to your story that you can piggyback on? If so, you will want to newsjack your story with the other news story. For example, if your business is supporting a local charity and they are having a fundraiser, combine the two stories in a unique way that benefits both.
Strike while the news is current and score a better story with news that everyone is already talking about.
Key takeaways
In conclusion, remember that the media are a busy bunch. The goal of a media press kit should be to save them time. Probably the worst thing you can do with an online media kit is to offer no information about advertising opportunities, and instead, to provide a lengthy form to fill out and then wait several days for a response.
The media simply don’t have time to wait; the information should be right there at their fingertips. Make your media kit a TOOL for planners to quickly gather the information they need, and they’ll thank you for it in media dollars.
So what’s the conclusion? The conclusion is there is no conclusion. There is only the next step. And that next step is completely up to you. But believe in the effectiveness of word of mouth public relations marketing. And put it to good use.
It’s up to you to keep improving your creative public relations efforts. Lessons are all around you. In this case, your competitor may be providing the ideas and or inspiration. But the key is in knowing that it is within you already.
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new lessons.
When things go wrong, what’s most important is your next step.
Test. Learn. Improve. Repeat.
Are you devoting enough energy to improving your marketing, branding, and advertising?
Do you have a lesson about making your marketing strategy better you can share with this community? Have any questions or comments to add in the section below?
Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Find them on G+, Twitter, and LinkedIn.
Digital Spark Marketing will stretch your thinking and your ability to adapt to change. We also provide some fun and inspiration along the way. Call us for a free quote today. You will be amazed at how reasonable we will be.
More reading on marketing strategy from Digital Spark Marketing’s Library:
But above all, you should try something to get small business press coverage for marketing and public relations purposes. Many companies still believe public relations and media begins and ends with a business event and with receiving a nod from the local newspaper. Stay around and we’ll tell you how Apple press coverage is much more than that. Many great lessons for small business.
It is common sense to make a method and try it. If it fails, admit it frankly and try another. But above all, try something.
–Franklin Roosevelt
Business success stories should not be written to the media press. In today’s environment stuffed with events, happenings, and successes, ordinary happenings are not enough for a media story.
The ordinary success story is a relic of the past and it’s time for a new and novel take. What was successful last year needs a refreshing approach to capture attention today. And capturing attention is the name of the game, isn’t it? It certainly is for Apple.
So what is the new secret ingredient for Apple press coverage? Well, maybe not so much a secret. A key ingredient is Apple’s social approach to the media and public relations.
What is the secret sauce to getting free media publicity? It is not having the best spokesperson or hiring the best PR firm. Actually, the ultimate insider secret is quite simple … just think like a reporter. It is as simple as that.
Most of us are too close to our own little world to look at the business objectively and be able to spot a newsworthy story angle that people would be interested again. Small businesses need to view the world as a reporter or a reader.
Where to begin
The question of where to begin is simple enough. Pick 5 journalists and start to build relationships with them. That is how to Begin with these questions on each one:
What do they write about and which industries to they cover?
Where do they socialize online?
Do they share any friends with you?
Based on the research findings, narrow your list to the best 3 journalists that match up best with your objectives.
Your next step in the due diligence process includes:
Engaging them on social media sites
Meaning positive comments on their engagement
Introduce yourself via e-mail
Absolutely avoid all promotional material in your note.
Just like the Apple press coverage.
Press coverage technique.
Apple press coverage … identify target community outlets
Think about your press release objective. Do you desire a niche outlet or a broad outlet?
Choose a niche outlet if you are seeking high-quality business leads.
Choose a broad outlet if you are seeking time in the spotlight and brand recognition.
Building your press kit and press page
A press kit is like a resume for your company. In it is a collection of company information and articles put together to address questions from the media, investors, potential clients and others.
The goal of the Apple press coverage and the press kit is the same as all other marketing that a company does.
It should grab the reader’s attention, make a lasting impression and create enough interest that they will contact you for more information.
The press kit is the killer resource you need to provide to your journalist friends. It is everything they will need to write an article on your company. The press page is your brag-worthy showcase examples of specific hard work.
Don’t be modest … share the story about the journey you took to get to your current objective or accomplishment.
Do all the work to help the process, including a press release, founder bios, headshot pictures, team photos, and everything in the digital form that are easily accessible.
Apple press coverage … the key to getting noticed
Busy editors sort through piles of press kits each day. Getting your press kit noticed is the key to publication and action. You have noticed the Apple press coverage many times, haven’t you?
Remember, getting attention is important not only with audiences but also with editors. Package your materials in a unique way and make sure the materials are presented professionally.
Small business press coverage … create a positioning statement
A positioning statement is the elevator speech that explains your business in short and sweet one or two sentences. Brevity is essential. So is the necessity to avoid buzzwords at all costs.
Done well, it will look and feel like your unique selling point/value proposition. Just like Apple.
For example, if your business is supporting a local charity and they are having a fundraiser, combine the two stories in a unique way that benefits both. Strike while the news is current and score a better story with news that everyone is already talking about.
The bottom line
In conclusion, remember that the media are a busy bunch. The goal of a media press kit should be to save them time. Probably the worst thing you can do with an online media kit is to offer no information about advertising opportunities, and instead, to provide a lengthy form to fill out and then wait several days for a response.
The media simply don’t have time to wait; the information should be right there at their fingertips. Make your media kit a TOOL for planners to quickly gather the information they need, and they’ll thank you for it in media dollars.
If you are looking for additional resources in marketing strategy, one of my favorite experts is John Jantsch and Duct Tape Marketing. You’ll find lots of good stories and examples to learn from his blog.
So what’s the conclusion? The conclusion is there is no conclusion. There is only the next step. And that next step is completely up to you. But believe in the effectiveness of word of mouth public relations marketing. And put it to good use.
It’s up to you to keep improving your creative public relations efforts. Lessons are all around you. In this case, your competitor may be providing the ideas and or inspiration. But the key is in knowing that it is within you already.
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new lessons.
When things go wrong, what’s most important is your next step.
Need some help in capturing more customers from your marketing strategies? Creative ideas to help the differentiation with potential customers?
Call today for a FREE consultation or a FREE quote. Learn about some options to scope your job.
Call Mike at 607-725-8240.
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new ideas.
When things are not what you want them to be, what’s most important is your next step. Call today.
Test. Learn. Improve. Repeat.
Are you devoting enough energy to improving your marketing, branding, and advertising?
Do you have a lesson about making your marketing strategy better you can share with this community? Have any questions or comments to add in the section below?
Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Find them on G+, Twitter, and LinkedIn.
Digital Spark Marketing will stretch your thinking and your ability to adapt to change. We also provide some fun and inspiration along the way. Call us for a free quote today. You will be amazed at how reasonable we will be.
More reading on marketing strategy from Digital Spark Marketing’s Library:
Twitter has rapidly become the ‘go-to’ platform for sharing and exchanging information, including link content. For both bloggers and brands, Twitter, now in its eighth year, is rivaled by only Facebook as the most effective way to build website traffic for your marketing campaign. Is your business goal to get followers to twitter without following? If so, this blog post is for you.
Consider these tips for customer engagement and marketing using Twitter (note I am currently doing some twitter work for a Finger Lakes Tourism client … so I will use some examples from this work):
Twitter followers check …. think like your target community.
Make your tweets relevant and interesting to this specific community. You should do minimal to no selling. For the Finger Lakes client, he is sharing facts on the history of the Finger Lakes, the most popular State Parks, and the regional wineries and wines.
Start conversations by asking insightful questions.
Participate in relevant conversations. In the case of the Finger Lakes client, he has prepared many questions on wine production, types of Finger Lakes grapes, and details on the Finger Lakes themselves.
Followers twitter … add value with every tweet.
Remember there is a very fine line between tweeting frequently and spamming. We recommend 1-2 new tweets (not counting responses) every other hour in non-peak times and 2-3 tweets every couple of hours in peak hours. Note that tweets and tweet subject material should be semi-prepared ahead of time.
Craft a distinct voice and personality for your brand.
Use it consistently. Show your emotion, enthusiasm, and passion.
Be a member of the community you are building.
Be an active listener and dialog participant. Don’t become a one-way broadcaster.
There are many aspects to your company
Use ideas from all of them. For example, use some of the social charities and issues that your business supports and highlight your efforts.
Need some help in capturing more customers from your social media marketing or advertising? Creative ideas to help the differentiation with your customers?
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new ideas.
When things are not what you want them to be, what’s most important is your next step.
Test. Learn. Improve. Repeat.
Are you devoting enough energy to innovating your social media strategy?
Do you have a lesson about making your advertising better you can share with this community? Have any questions or comments to add in the section below?
Digital Spark Marketing will stretch your thinking and your ability to adapt to change. We also provide some fun and inspiration along the way.
More reading on social media platforms from Digital Spark Marketing’s Library:
Mike Schoultz is a digital marketing and customer service expert. With 48 years of business experience, he consults on and writes about topics to help improve the performance of small business. Find him on G+, Facebook, Twitter, Digital Spark Marketing, and LinkedIn.
