Well, a lot of companies think just that. They set up a nice looking website, print the site URL on all their marketing materials, and move on.
Getting your website set up, well-designed and saying what you want it to say in a compelling way is really the first step in your on-line marketing strategy. Your next step is to make sure your website is working for you now, as well as in the months and years to come.
If you want your website to stay meaningful, you’ve got to keep it relevant.
Monitoring and tracking visits to determine if visitors do more than arrive, look at your first page and leave. If so, something’s wrong.
Make sure your prospects get to the information they are seeking with as few clicks as possible.
Make sure there is new material added to the site on a regular basis. That could be blogs, product updates, special offers, videos, or testimonials.
Stay on top of crucial software updates.
Execute website backups on a regular basis.
It all comes back to strategic planning, designing your website is just the beginning. It’s the hard work, the know-how and the strategic thinking that keeps your website working for you when it’s brand spanking new, and in the months and years to come.
If you have questions or would like to learn more feel free to reach out to me via email.
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:
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.
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.
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.
It doesn’t matter how new you and your product are, you have to find ways to command attention to break through the noise and get noticed.
The holiday season is a great time to see this in action. Businesses of every sort are finding it increasingly difficult to rise above the noise and seize the attention (and buying power) of new customers. Some just succeed in making a lot of noise. Others break through the noise in brilliant ways.
So how can you build the kind of focused attention that allows you to market effectively? Some ideas:
Focus on inquiry. People like being asked for their opinion. They like to feel like they are connecting the dots to the right (buying) solution.
Like most guys shopping is not my thing and shopping for clothes proofs to be even more of a burden but the Trunk Club has the solution. The Trunk Club grabbed my attention from a marketing perspective first and then from a consumer perspective. This company is a perfect example of using marketing to inquire and engage their customer — leading them right down the path to a buying decision.
Shake things up. Challenge and surprise prospective customers with your marketing. Stimulate their imaginations.
Be authentic. Be genuinely and powerfully engaged in your business. Customers love to know that you love what you do – and that you do your best for your customers. Let your customers know they can depend on your word.
It’s not enough to get your message ‘out there.’ To get noticed and win business in today’s incredibly crowded marketing landscape, you have to command attention in unexpected, memorable and moving ways.
That happens to be our sweet spot at FocalPoint. We can help get you where you want to be.
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.
Just about everyone is on the social media bandwagon. But chances are good that most folks using social media are misusing it and overlooking its real purpose.
At FocalPoint, we know that social media is about connecting with the people in your sweet spot. In other words, your customers, potential customers, those who are interested in what you do, or people with similar interests. Social media is about building relationships, establishing rapport and networking.
We also know that what social media is not about, is sales. In fact, using social media to sell is a real turnoff to those tuning in to your posts. Social media used correctly, is a gradual, organic development toward building trust in what you have to say. If your blogs and tweets are about sales and laden with calls to action, your followers will soon lose interest.
That said, effective social media will gradually generate more interest in your products and may build business as a result. But there is no direct link. It’s a gradual thing.
Remaining active on social media sites is another big plus which is often overlooked. Multiple quality postings will not only increase awareness of your brand (name recognition as well us increasing understanding of who you are and what you do), it will also boost your company’s rank on search engines. But only if you produce regular quality posts. The more you post, the faster your brand will inch up Google’s search engine ladder. (We know because we track this information for our clients.)
Effective social media use will also show that you and your company are viable, contemporary entities that know what’s going on, know your business, and know how to communicate the knowledge to its best advantage.
Got a question about something with social media we didn’t answer? Ask us! Heck, we might even write a post about your question.
A hot topic lately in the digital marketing/social media space has been some major updates in the way of live mobile streaming. First we had Meerkat, an app which allows you to stream live video from your phone to all of your Twitter followers at once. And then along came Twitter owned Periscope, which many are predicting will make Meerkat quickly obsolete. While they both essentially allow you to do the same thing, the fact that Periscope is Twitter owned has propelled its success and peaked the interest of marketers everywhere. But when it comes to online marketing strategy, the big questions with new technology is always – what happens next and does it make sense to jump in? I’m not sure I have definitive answers to either of those questions at the moment, but here are some things to consider.
Periscope Has Big Potential
Social media, along with the continuing worldwide adoption of smartphones, has essentially given all of us the ability to broadcast news in real time. It’s no longer uncommon for the traditional morning or nightly news on TV to simply be repeating stories we’ve already seen and heard throughout the day via social media. Now, with the introduction of Periscope and Meerkat the news game has definitely changed again.
To be able to broadcast live video of events even before or at the same time as traditional media means huge potential to capture an audience…especially if that broadcaster is able to cover that same event better. Think about it for a minute. Well known sites like TechCrunch that traditionally live blog Apple events via photos, and text will now be fighting with others for the best position for a live broadcast of the event. While it means more competition, it also means way more potential to interact with viewers live and add some on-air personality to the event.
News Is Important To Every Marketer
Being in the know about news and the first to break big stories isn’t just important for big sites like TechCrunch. It’s important to the every day marketer as well. Let’s say you work for an auto dealership and part of your job is attending trade shows where new product announcements are made. With Periscope, you can essentially become a news reporter broadcasting live to your followers from the event as the announcements are being made. Now you’re the go-to source, not the other big names/traditional outlets out there.
The biggest advantage Periscope and other live video streaming apps bring to the table for marketers is the ability to get feedback in real time and interact with an audience instantly. As I was looking through some Periscope feeds, I saw Ellen DeGeneres live streaming on Periscope as she was filming her show. Using her phone, she was able to go into the audience and interact LIVE while also being recorded. She was also able to read feedback she was getting in the chat and respond to viewers.
Who Owns The Content?
A huge question has to do with the ownership of the content being broadcasted…specifically in sporting events. Here’s what was found in this Huffington Post article
“Copyright protection subsists, in accordance with this title, in original works of authorship fixed in any tangible medium of expression, now known or later developed, from which they can be perceived, reproduced, or otherwise communicated, either directly or with the aid of a machine or device. — Richard A. Denmon ”
As the author of the Huntington Post article, Kevin Siskar, indicates this would suggest that capturing video from your own viewpoint during a sporting event via your iPhone would mean that you own the content. Fair enough…
But what happens when someone attempts to live stream via Periscope the Mayweather vs. Pacquiao fight in May when it’s a pay per view ticket going for $90? Then do the lines get a little blurry?
Also, what happens the first time someone attempts to Periscope a movie live from the theater? I’m sure that’s already happening as I write this, but what are the consequences these people will face once the need to police it becomes real?
Will The Quality Be Good Enough?
Another huge question/concern when it comes to streaming video is always: will the quality be good enough? Yes, the app is very new, but there are a lot of things left to be desired when it comes to the quality of some of the video I have seen. Granted Internet connection and device will always play into this, but the service must prove that it’s reliable if mainstream adoption is going to happen.
What Should You Do Next?
If you are in the online marketing world, you should be keeping an eye on Periscope and Meerkat. But should you jump in and start using if for yourself? I’d say unless you have already built a sizeable audience elsewhere and just want to connect on a new level, the answer is no. Focus on growing your audience other places first before you ask them to adopt someone so new. Now, if you’ve already got 41 million followers on Twitter like Ellen, then by all means go ahead. But either way, keep an eye on this trend and keep notes. The continued live broadcasting breakthroughs aren’t just a fad.