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digital marketing Tag

“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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In 3… 2… 1…

You’ve got less than 5 seconds to pique someone’s interest enough to click on your link.

The first few sentences of any presentation determine whether your idea gets heard.

Studies show that each of us has to connect on some level with any new idea or product at least three times before we are willing to give it a chance with our pocketbook.

How does the information above square with your marketing campaign?

Here are basic questions to ask before you launch any new marketing campaign:

  • What need does this fulfill?
  • Are there typos?
  • Is the idea sexy?
  • Is the design compelling?
  • Is it this offer too good to be true?

You can’t blame your prospects for ignoring you. You’ve got to know the game and cut to the chase differently, faster, and most importantly, memorably.

Stand apart from the crowd in a way that is memorable. And timely. Then you will be heard above the fray.

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shake-things-up

Shaking it up

Do you want your marketing to fit in with everyone else’s? You want to stand out. Get noticed.

We thought so.

At FocalPoint, we know it takes real work to become a stand out. It takes questioning basic assumptions and trying a few crazy new ideas to create something different. Something of value.

If you have a vision that’s different from the norm and a passion that pushes you to move forward with it, here at FocalPoint, we consider that a gift.

We like to work with the movers and the shakers in the business and tech world. We enjoy working with folks that aren’t looking for different just to be different. Like us, they are looking for different to be better.

If that sounds like you, let’s shake a few things up together.

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See the Fork First

More than a few famous poets, authors and songwriters have waxed poetic about the point along the road where one has to decide which direction to take.

At FocalPoint, we think the key to making the best decision about the road less travelled, the road not taken, or the fork in the road is NOT the crucial part of your journey. We think that first you have to SEE the fork, and recognize it for what it is.

That’s a huge thing in marketing and communications strategy. Many, many organizations misstep by failing to see that there is a critical decision to be made at a particular juncture — and do not understand the importance of the fork in the road.

How does one develop the insight to take the right path? At FocalPoint we set out these reminders for ourselves:

  • Stay focused on shifting currents
  • Be open to change and stay nimble
  • Be accessible and approachable
  • Consult with others and listen
  • Understand the way it always was is not the way it is

Recognizing the significant, life-altering twists in your company’s path is difficult. It helps having a company by your side to help you anticipate change.

Together, we can decide which new direction to take to forge ahead.

 

 

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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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