You would think that everyone in business would be able to tell you
what they do and why you should be doing business with them;
unfortunately the sad truth is many business executives can't. In fact
one of the biggest problems in designing websites has always been
getting appropriate raw material that can be turned into meaningful
presentations: a handful of badly written brochures and a few
out-of-date photographs are not going to make much of an impression.
And now that the Web has involved into a sophisticated communication
platform, able to deliver audio and video content, the problem has
become even worse; not only do websites need to deliver appropriate
copy and image content, they need to present audio dialog and video
performances that demonstrate how products and services improve the
business or personal lives of website visitors.
As a company we are good at what we do, we can turn the mundane
into the memorable but we can't do it if clients don't know or can't
express their own marketing story, or are unwilling to allow their
multimedia advisor to develop that story for them.
At the heart of the problem is fear, fear of making a definitive
statement, declaring loud and clear what you do, and why anyone should
care. It's no longer good enough to apply technical solutions to
marketing problems: you are not going to engage your audience with SEO,
XML, CSS, or PHP. You must have a story to tell and you can't be afraid
to tell it as boldly as you can.
Do You Know Who You Are and What You Really Do?
We know who we are and what we do: we deliver our message knowing
that some people are just not going to buy into what we have to say,
but those that do get it, really get it, and they are our potential
clients. As far as the others are concerned, well, there's lots of
business for everybody, and nobody is going to get it all.
You can't be afraid to loose a customer you never had in the first
place. In our case our job is clear: we deliver marketing stories using
Web-video and audio in memorable Web-presentations. We are not afraid
to tell clients that they need multimedia, and that an over dependence
on search engine optimization or any other technical answer is a
mistake - a big mistake.
Are You Doing All You Can To Attract Business?
There are many methods that can be employed to drive appropriate
traffic to your site: search engine optimization is only one. Have you
written and published articles and advice on what you do, have you
created a blog or a MySpace page to create a community of interest, or
have you issued press releases on new developments and product
releases? If you're relying solely on search engine optimization as a
substitute for marketing, you are not doing everything you can to
attract new business.
Even if your search engine tactics are attracting large numbers of
visitors to your site, what is your conversion rate, how long are
people staying on your site, and do you have enough compelling content
to get them to come back?
If you're in the business of selling banner and text ads on your site,
if that is how you make your living, then lots of random traffic may
serve your purpose; but if you are in the business of providing
something useful to people, then you better pay more attention to what
your visitors see once they arrive on your site. After all, all the
traffic in the world is useless if those visitors don't get your
message. It all starts with the message, so what's your message?
What's Your Story?
Crafting your marketing story is not as easy as it sounds, and you
may have to let go of some outdated thinking in order to bring your
story to life.
Web-videos are not feature films or even viral videos intended to
show how clever you are. You are making a commercial: special effects
may be cool but they are not a substitute for a finely crafted script
delivered by a professional performer.
Websites Don't Close Sales, People Close Sales
Web-videos are designed to make a statement: "this is who we are,
and this is what we do, so contact us to find out how we can change
your life." Websites create leads, not sales; so don't expect your
Web-video to make the sale, that's your job.
Now you know the purpose of your website presentation, it is time to
figure out what you want to say. Below are a series of questions that
will help you develop your marketing story.
1. How will your product or service change your customer?
All stories or marketing messages have to do with change: a
cosmetic company provides change from plain to beautiful, from
self-doubt to self-confidence. A vitamin supplement supplier provides
change from poor health to good health, from sluggish to vitality. A
self-help motivational program provides change from defeat to victory,
from depression to wellbeing, and so on.
All good marketing stories highlight the change that your audience
wants to make in their business or personal lives. Go deeper than the
obvious look for the psychological, emotional, cognitive or spiritual
change your company delivers.
All successful campaigns are about change. People who are satisfied
with their work and life aren't motivated to be customers; you want to
target people who are motivated, people who want to be better,
stronger, smarter, prettier, healthier, and richer; people who want
more out of work and more out of life.
If your audience isn't motivated to change and if your product or
service can't deliver that change, then you're wasting your time and
your money.
2. Is what you have to say different?
If you are saying the same thing, the same way as your competition,
you're in trouble. You must differentiate yourself somehow; you must
standout. Your product or service must provide something different. The
world is full of 'me-to' companies, businesses that do the same thing
as dozens of other businesses. You must find that unique something in
what you offer that makes you different; that says you are not a
follower but a leader.
If your product or service is substantially the same as your
competitors, perhaps you should market it differently, or maybe you
should concentrate on the 'High Concept' need it delivers, rather than
the standard 'same-old-same-old' that everyone else is touting.
Which one of 'Maslow's Hierarchy of Needs' does your product or service
fulfill: physical, safety, social, self-esteem, aesthetic, cognitive,
or self-actualization? Chances are your competition has completely
ignored the psychological and emotional marketing angle and is focusing
on specifications and features that have little to do with why people
really choose one product over another.
3. Do you know how to tell your story?
You must have more than a story to tell or a message to deliver;
you must know how to tell it. Your marketing should create a
recognizable corporate image that establishes a unique identity in the
mind of your audience. If your audience sees no difference between you
and the competition then you become interchangeable.
Apple didn't capture the lion's share of the MP3 market just
because their product is arguable better than everyone else's, they did
because iPods are more than MP3 players, they are a life-style choice,
clearly delineated in commercials and advertising.
4. Can you say it boldly?
The meek may inherit the earth, but if they're in business, they'll
probably go broke. If you got something to say, SAY IT, and say loud
and clear. There are just too many companies, too many websites, too
many advertisements, and too much everything to expect people to pay
any attention to you if you are afraid to stand up and be noticed. Go
boldly or don't go at all.
5. Who is your target audience?
Decide who you want to target and what motivates them; then design
your website, videos, and advertising campaigns to trigger every hot
button motivating message you can. Develop your message so it speaks
directly to that audience.
Your message must have purpose, be focused and concise, and deliver a
clear impression of identity. This means you can't be all things to all
people. By focusing on a clear audience with a precise message you may
even have a better chance of capturing non targeted audiences: the fact
that Apple iPod commercials are aimed at a hip young audience has not
stopped Apple from capturing MP3 market share across all demographic
profiles.
6. Can you take the heat?
Last but not least, do you have what it takes to tell your story in
a way that people will remember? Are you prepared to deliver your
message in the boldest, most audacious manner you can? Are you ready to
give up on none productive audiences and concentrate on those motivated
to say yes to your message? Are you able to ignore the odd complaint or
nasty email objecting to your cutting-edge approach? Are you ready for
the Web-video revolution?
About The Author
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Distributed by Hasan Shrek, independence blogger. Also run
online business ,matrix,internet marketing solution ,online store script .
Beside he is writing some others blogs for notebook computer ,computer training ,computer software andpersonal computer,Cyber Forest,internet weapon,talk about business ,business is my blood ,hasan's blog ,cyber business
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