No doubt you’ve got questions about using content marketing to generate income for your business – as efficiently as possible. That’s what it’s all about, especially right now when marketing budgets are tight. READ MORE
Even the name is a little intimidating. I mean, “analytics,” really? Just because you never really got any math that was more involved than Algebra 101, doesn’t mean you can’t appreciate or won’t be able to use Google Analytics.
Why are we still talking about writing killer headlines in today’s cluttered multi-channel communication climate?
Because breaking through the cluttered media landscape is crucial for your brand and your business. Whether we are talking about an email, text, Tweet, Pinterest posting, billboard, or pop up Facebook video, you have a few seconds to make your audience care enough to click to read more.
Why?
Your own habits prove this to be true on Facebook as well as Twitter. You don’t intend to look at those videos that pop up, but very often you do. And even when you don’t watch the entire video, you remember something about the product. Right?
At FocalPoint, the answer is, “Sure, we’d love to be your go-to company on your website project. But let’s talk about this before we get started.”
If this is our first work with a new client, we initiate a lot of conversations before we touch the cursor. We like to think of this as “Website Design and Development 101.” It really is a prerequisite before we begin work.
Why? Because the best place to begin is to really consider why you want a website in the first place.
We want to be sure that your website is more than a place to talk about who you are and what you do. If that’s all your website does, it won’t drive traffic. It will probably just sit there as a line on your business card.
For a website to do what it’s supposed to do, it has to:
Once we begin communication with new clients around the strategic design of their website, we often uncover previously undiscussed topics, for instance:
Even after the site work is begun, we’re really just getting started. Because once that website is up, you’ll need to manage it to keep if working for your business, adding fresh content from time to time.
So yes, we can help you build and design that new website. But with us, the site will be much more than new.
It will provide the right information to your audience at the right time. It will drive the right kind of traffic to your business.
It will also provide your potential client with a reason to contact you to learn more.
This is how we think at FocalPoint.
We position our clients strategically to succeed.
Attention to detail is big for us at FocalPoint.
We believe in getting things right. The first time.
And – what we seek to get right that first time matters more than just about anything else. Like what’s really important.
FocalPoint creates marketing strategy with an end point in mind. The tag line won’t simply be ‘catchy.’ It will support that business plan you lost sleep over.
We understand that there will be endless details to get right before you launch your web site and your social media plan. That’s the ground point where we work best together. Before you have something that you’re truly proud of. That’s an ideal place for us to be. So together we can create, double check, test, and launch with more than just a hunch.
We want to get things launched right— right alongside you and your team. Greeting success together after hard work ironing out what’s most important.
If you’re anything like me, you enjoy analyzing what the big brands are doing when it comes to marketing campaigns. A recent online video marketing campaign that caught my attention for the Starbucks global branding campaign – Meet Me At Starbucks. This is essentially a high quality, HD video production that was shot in 28 countries in a single day. While it’s one continuous video that’s about 6 minutes in length, it’s broken down into several mini vignettes each telling it’s own story. There are 2 important reminders in this video First, take a look at this 1 min video recap (you can watch the full video here) before I share my thoughts…
“It’s never been just about the coffee.” This line really encapsulates the entire Meet Me At Starbucks online marketing strategy of putting the customer first. One thing you will notice when watching the video is that while most of the scenes take place at a Starbucks, the product placement of Starbucks’ drinks is actually very subtle. And while it’s very subtle at the same time it’s incredibly effective.
You see, this online video marketing campaign demonstrates to me that Starbucks “gets it.” Sure, the coffee is good, but even more important is the customer experience. For the most part, people don’t meet people at Starbucks to drink coffee. People meet people at Starbucks to do business, share stories, and build relationships. Drinking Starbucks coffee is just something that happens as a part of that experience, but it’s never been just about that.
By creating an extraordinary customer experience, Starbucks has been able to position itself in a way to where they don’t always have to “sell” their coffee. The customers and their experiences have become a big part of the Starbucks brand. So much so that this entire campaign focuses primarily on the customers, yet will likely still help them sell more coffee than if it were the other way around (focusing on the coffee).
“Good things happen when we get together.” This line really hits the nail on the head if you ask me. I have been a marketer for a long time. I have seen a lot of changes in technology over the years. These changes include things that have made what I do easier and things that have, quite frankly, made things more difficult. I must say, I couldn’t agree more with this particular statement used in the Starbucks video marketing campaign.
The reason why I love this particular point is that I think as a society we hide behind technology too much. It’s easier to send a text than to call. It’s far easier to just FaceTime or Skype instead of driving or flying to meet in person. Or at least we perceive it that way. The list goes on and on. Yet with all of the great advances in technology, most will admit there’s still something about meeting face to face that adds to the whole BLT factor (believability, likeability, trust). Think about it…no matter how comfortable you become with technology, there are probably still a few things that you’d much rather do in person. That’s because there’s just something about getting together that no technology can replace.
As good as Starbucks is with their online marketing strategy and social media marketing campaigns, they still understand that at the end of the day it’s about people coming together. This is what made their business grow into what it is today and what will ultimately continue to drive their sales. No technology will ever be able to change that.
How Can You Apply This to Your Business?
Think about the customer experience you have created with your business/brand. It might have been awhile since you’ve taken the time to do something like this, but I assure you it will pay off. Consider the whole process of doing business with your company/working with you. Is it a smooth, enjoyable experience? Is it something people are likely to tell others about? If it isn’t, why not?
Going off the second point, I would just urge you to take the time to see your customers in person whenever possible. I take great pride in the friendships and partnerships I’ve built over the years through networking. I love meeting with my clients face-to-face and feel that’s truly when we do our best work. As Starbucks reminds us, “great things happen when we get together.”
So, now I guess there’s only 1 thing left to do: Let’s get together at Starbucks some time soon.