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Online Marketing

How To Create A Headline Nobody Will Read

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.

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“Can you help us pull together a website?”

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.

  • Is this to replace or update an existing site? Why replace it? What was right and what wasn’t about the existing site?
  • What is your single most important message and why?
  • What does the site need to do?
  • Answer questions about what you do or be a resource to provide info or tools to existing customers?

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:

  • Is your website responsive?
  • Draw you in
  • Provide you with needed information right off the bat. In three minutes, a potential customer should know who you are, what you do, and why your company matters
  • Be strategically engineered to drive readership
  • Built around intuitive navigation (i.e., making your key points easily understood and getting eyes further into the site to provide more information)
  • Set a strategically considered tone with color, visuals and copy.

Once we begin communication with new clients around the strategic design of their website, we often uncover previously undiscussed topics, for instance:

  • What really sets you apart from your competition?
  • How does what you do matter?
  • Does your logo accurately reflect a sense of what you are/what you do?
  • Does your tag line provide memorable new information about your company, or just sit there because you’ve used it for ten years and never thought much about it?

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.

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Getting it right

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.

Really important like…

  • Creating a product or a service you are truly proud of
  • Addressing a workable business plan that meets a real need
  • Hiring a team that cares about the dream and the details
  • Building shrewd creative marketing around your business model that will speak to your mission and your audience

About that last bullet point…

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.

Er, what should I say about my business on social media?

Here at Focal Point, we frequently talk to business owners and managers tasked with using social media as a part of their overall marketing plan. Often these folks can pull up their latest Twitter feed, link to YouTube, post on their Facebook page, and download their LinkedIN updates, but just aren’t very sure what to say when it comes to business use.

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3 Simple, But Overlooked Ingredients for Marketing Campaign Success

Marketing-IngredientsThere’s less than 2 months left in the year and all of us want to close out 2014 strong.  It’s times like these when marketers and business owners tend to just go, go, go.   But, when it comes to marketing strategies these busy times can cause us to lose focus and over complicate things as a result.  With so many websites, so many ways to communicate, and so many things you want to do, now is the time to think about how to simplify your marketing success.  Let me tell you how.

I believe all successful marketing campaigns have 3 simple ingredients.  While these ingredients are very simple, they are often overlooked.  I see it happen time and time again.  Missing one of these ingredients is like trying to make a loaf of bread without flour.  It just doesn’t turn out well.

Let’s think about it for a minute – every time a customer or prospect takes the action you want it’s because 3 things happened.  3 very simple ingredients came together just right.

Ingredient #1 – Right Message.  You sent your customer or prospect exactly the right message to capture their attention.

Ingredient #2 – Right Time.  They received your message at the perfect time.

Ingredient #3 – Right Device/Medium.  You reached them using the right method of communication.

Take a look at this short video to see these 3 ingredients come together perfectly…

Example #1: Meat Pack Shoe Store – Hijack

Watch this video from the Meat Pack shoe store in Guatemala to see these 3 things come together perfectly…

Think about this video for just a minute.  Why was this “Hijack” campaign effective?  The answer is easy.  The potential customer was offered a significant discount (right message) while they were in a competitor’s store, likely close to a purchase decision (right time) on their smartphone (right device).  At that point, converting on this campaign for anyone who was targeted was super easy (and even fun) to do.

Example #2: WestJet – Christmas Miracle

Another example of an incredible marketing campaign coming together is shown in this WestJet Christmas Miracle video, take a look…

Sure, this WestJet example involved plenty of planning, but when you think about it the concept was simple.  We’re going to give awesome personalized gifts/go above and beyond (right message) while people are traveling for the holidays (right time) and do so in person (right device).

What Do These 2 Examples Have In Common?

Not only do Meat Pack and WestJet nail all of the 3 must-have marketing ingredients, but they create a truly unforgettable customer experience.  The type of experience that captures attention and the type of experience that customers WILL tell others about.

So, now it’s your turn…

Before you move on with any type of strategic planning on your next online marketing campaign, be sure you’ve got the 3 must-have ingredients right.

1. Right Message – What is the message you want to send to your customers or potential customers?  Maybe it’s an educational message to help them better understand how a product or service works.  Maybe it’s a special discount on Black Friday to help drive some immediate sales.  Whatever your message ends up being, make sure it’s incredibly clear.  Too often we get caught up in all of the other things that come along with an online marketing campaign and lose sight of what our actual message should be.  Don’t be the person sitting there asking yourself again, “what was it we actually wanted our visitors to do?”

2. Right Time – Timing is everything when it comes to planning an effective marketing strategy  Does it make sense to send your message immediately before or after some type of business transaction?  After that, how long is too long?  Getting your timing right can be the difference between a 5% response rate and a 15% response rate.  Look at data, ask your audience ahead of time and test it until you get it right.

3. Right Device – In the marketing industry, especially in today’s world we say “device,” but really it’s any method of communication.  In one instance, sending a text to someone’s smartphone immediately after a purchase offering $10 off the next purchase in exchange for feedback about their experience might be just the right device.  In another instance, sending a hand written follow-up note at the end of the year to your customer along with some holiday goodies might be exactly the right “device.”  I guess what I am saying is that just because we have all of these technological advances and new “devices’ available, doesn’t mean we should lose sight of some of the “old school” ways to communicate.  A hand written note or even a face-to-face transaction can be just the right “device.”

Need Help?

At Focal Point, we make sure our customers get the 3 ingredients to marketing success right, every time.  If you’d like some help with your next online marketing campaign or need some assistance when it comes to strategic planning, please get in touch with us today.  We can help you create that customer experience you’ve been wanting to deliver.

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2 Key Things Starbucks Absolutely Nails In This Video Marketing Campaign

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…

1. It’s not about you, it’s about your customers.

“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).

2. No technology can ever replace face to face communication.

“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. 

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