By Bob Speyer and Kristin Tomlinson, Web Success Team
Unlike most conferences that operate around numerous distractions such as an exhibit floor or vendors ready to make there next sales pitch, the Online Marketing Summit in Long Beach on June 21st allowed attendees to collaborate and network with one another to learn the best practices in Online Marketing.
The conference focused on providing educational content on various subjects such as: Social Media Strategies, Website Usability, Email Marketing, Behavioral Targeting & Testing, and Content Management. Throughout the day, the Web Success Team had the opportunity to attend events that included hands-on training workshops, one-on-one personalized labs with experts, as well as thought-leadership presentations and peer-to-peer collaboration.
Through our experience we were able to learn some impressive and important take-a-ways that can be implemented in the day-to-day operations of running your business online:
Redefine Your Elevator Pitch — The 118 Rule
Jeff Hayzlett, CMO of Kodak offered these pearls of marketing wisdom: You have 8 seconds to hook a customer and 110 seconds to sell. Any longer, they begin to lose focus. Example: You are on the phone and you ask a prospective customer a few quick questions: Are you an early morning or afternoon person? — Morning. Do you like coffee or tea, water or juice? — Coffee. Milk or cream? Light or dark? Milk, Light. Bagels, donuts, muffins or cottage cheese? — Bagels; then you respond, “Great I’ll see you Tuesday at 8:30 am and I’ll bring bagels, coffee and give you a 15-minute presentation of my product!” Done deal!
The same holds true on a website. Practice or refine your pitch. The 118, like the elevator pitch, sells more than a business’s products or services and USP. It conveys who you are, what your business offers, and the promises you will deliver on. That is the essence of your brand. Deliver on a promise made to a customer.
Storytelling: New in Branded Content Strategy
Everybody loves a good story. It’s been around before the written word. What all good stories have in common is that they make a emotional connection with the viewer or reader. Whether you’re the underdog, like Avis and the famous “We try harder” campaign to bump off #1 Hertz or the knight in shining armor saving the damsel in distress, stories fulfill a primordial need in our collective unconscious. They resonate and touch our hearts before our mind.
Good web content that connects with the reader on an emotional level will fare better than “just the facts, madam, and only the facts.” People buy or are interested based upon the relevance it has to improve their lives or fulfill an immediate need. If you can connect a central plot to a brand promise or USP and tap into your customer’s emotions, then you have the hook that will motivate them to take action. Persuasion through emotion is powerful. Don’t you buy with your gut and with the emotions of like and dislike? So when crafting your content, make sure you answer the question of what do you want them to thing / feel / do. And keep your content simple idea or a concept to a single word. Examples: “Lotus knows” — Lotus knows a quicker route to your destination. Or “Kodak Moment.”
7 Ways to Make Your Blog Drive Leads
While social media creates online buzz, your blog should remain at the center of your content marketing strategies. 7 key strategies designed to drive leads are:
• Listen to the conversation of your target markets
• Then create engaging and informative subject matter they want to read
• Be provocative, interesting and interactive
• Utilize video blogging to create interesting content
• Place call to action buttons on your blog with different colors, sizes and shapes
• Have a conversion form on your blog
Stay tuned for more Online Marketing take-a-ways. And of course, we welcome your comments. It makes for a more interactive and interesting blog. We want to hear from you!
Grow Your Business Online: These tips are meant to be used as a guideline to improve traffic to your site, increase your conversion rates, help turn visitors into buyers, and keep you ahead of the competition. Turning to a web marketer can ultimately save you time and money and increase your success online. The Web Success Team has many proven marketing strategies and techniques. The Team would be happy to discuss your web marketing needs with a complimentary consultation and web marketing assessment of your current site. Simply mention this article when contacting firstname.lastname@example.org or call 818-222-5643 for an appointment. Please visit our Facebook page or follow us on Twitter for more information. To your web success!