Our clients understand the power of good marketing. However, there are many businesses that either don’t see the value in good marketing, don’t know how to market themselves, or they think they do, and fail.
Understanding the basic idea that people are looking for a personal connection, and that appealing to a specific target market is key to success – and will lead to high returns.
Don’t just take it from me. We think this story is a perfect example of what targeted marketing can do.
In 1998 Burger King announced the Left-Handed Whopper as an April Fools Day prank.
A full-page ad was taken out in USA Today announcing the Left-Handed Whopper (LHW) for the 32 million Americans who predominantly use their left hand. The ad assured people that it used the exact same ingredients as a traditional whopper, but they were all rotated 180 degrees.
Amazingly enough, this marketing stunt worked – and thousands of gullible customers walked into Burger King requesting a LHW. Later on, BK released a press release a statement having to clear up the confusion. They even reported that many people were aksing at the counter, in all seriousness, if they indeed had the “right handed version”, and not the new “left handed” one.
That is right. A clear April Fools Day prank, marketed towards people with Left Handedness, drove huge sales to the point where BK needed to clear up the confusion so they could relieve the congestion of so many customers.
Something else to take away from this story: People can be really, really stupid.
You have a website. Great. Oh wait – it’s not generating you any good leads? You can’t track whether or not it’s working? Don’t worry, you are not alone. There is a never ending list of businesses with websites that are poorly designed, adding little to no value to their business. We can help you overcome this suck of a website – through the first step to recovery: Acceptance.
A good website will help to reinforce your brand, drive customer loyalty, and generate leads that can be tracked and converted into sales. It’s known that most visitors will make a decision about your website in less than 20 seconds. They will either leave your site or continue to gather more information about your product/service. To drive leads and sales through your site you need to know what is wrong with your site, and then know how to fix it (which is where we come in).
Here is a list of 5 things that affect your site’s inability to perform:
Your Site Lacks Brand Identity
Your brand is more than just a logo, but a good logo is a great place to start. Failing to diversify yourself from the competition is small business suicide. If your website isn’t clearly established with your identity, personality, and targeting your audience – you’ve already failed.
Things like a good color scheme and writing personality will go long ways. People want something they can connect with on different levels. Clearly establish your brand and make sure its communicated through your website in every way.
Your Site Has Bad Visuals
Generally speaking, most web developers don’t understand design, and how it impacts consumer purchasing. A well-designed site can drastically increase the performance of your communications. Nearly 50% of consumers find a good design to have a positive impact on overall impressions, while nearly 95% find a bad design to have a negative impact.
This is why RyCOM focuses so much on the user interface and visual quality of our websites. Small things like contrasting colors, good typography, and custom photography make a big difference.
Your Site is Hard to find
A website needs visitors to perform. It doesn’t matter how well you design your site if it’s not getting seen, it doesn’t matter. You wouldn’t put a billboard in the desert, and you shouldn’t build a website without proper SEO and digital marketing strategy.
People shouldn’t have to work to find your website. It should be as simple as searching for your business, industry, or products. If you make it simple for them to find you, they will. This is called SEO, another topic altogether, but one that plays a huge role in your website’s effectiveness.
Your Site Has No Call-To-Action
“You have not because you ask not”. In sales, the best sales person will be the one that knows when to shut up and ask for the sale. This is the same concept in a call-to-action. Give your customers a reason to buy from you, and then tell them how to do it.
This could be as simple as, “buy now” or “subscribe by clicking here”, but either way – it must be clear and easy to do.
Your Site is Cumbersome
So, you have the visitor, and your site looks great, but they don’t seem to be doing anything. This is usually due to a bad user interface that is too cumbersome to interact with. A general rule of thumb: Visitors should be able to find what they are looking for in 2 clicks or less. Anything more and they jump ship at astonishing rates. Approximately 45% of users complain of bad website design and navigation, and there is a bounce rate of nearly 100% when sites take more than 4 seconds to load.
In today’s market, consumers are looking for ease of use. This includes simple navigation, clean forms, and limited advertising links.
Do you need help with your website? Don’t have a website? Contact us for your FREE consultation.Get My FREE Consultation
So – I’m sitting here preparing the Ballots for the Rockton Chamber of Commerce 2014 Board of Directors Election. Allow me a moment to go on a rant.
There is an interestingly low amount of names on this ballot. Out of the 9 seats up for election this year, there are only 4 people seeking election. I am not sure why there is such a shortage of engaged interest in the Chamber Board of Director seats. However, I do know there seems to be a misunderstanding of what it means to be on the Chamber Board. Let me clear that up for you, at least as I see it.
The Chamber of Commerce is a collection of area businesses and individuals that strive to foster an integrated business and community network that enhances the quality of economic and residential life in Rockton and our neighboring community partners.
To make this happen there are many operation duties, and legal responsibilities that must be met. The Board of Directors is charged with these duties. The Board makes decisions, on behalf of its members, which it feels is in the best interest of achieving its mission. As a member of the Board, I am simply a representative for my fellow members, as it relates to these issues.
Although I am on the Board, and will be running for Vice President in 2014, knowing full well that expectations exist, I would imagine the same expectations would apply to all members of the chamber. My place on the board means little more than I represent the other members regarding operational matters. The Board is not a collection of volunteers, it is a collection of people who represent a larger pool of business members. We have no more responsibility to volunteer for Chamber events than any other Chamber Member. We are all in this together, we cannot do it without each other.
Let me make it more clear for you:
- I am not on the Board to further my own agenda
- I am not on the Board to add to my resume
- I am not on the Board to become a guinea pig for volunteer hours
- I am not on the Board because I have nothing better to do
- I am not on the Board to take time away from my family
- I am not on the Board because it brings me new clients for RyCOM
- I am on the Board because I want a hands on effect on the achievement of our collective mission.
If you like the direction of your Chamber; If you do not believe that the Chamber is doing what it can/should; If you think the Chamber could do better; If you want to play a larger part in the future of your community…I challenge you to place yourself on the Ballot, allow the members to decide if they want you to represent them at the table.