How Stale is Your Website?

1. Does your site demonstrate and motivate?  Or just sit there?

When you last updated, video might have been out of your budget.  With today’s technology, it’s not – and moving pictures sell more powerfully than laborious type.  Demo your product, explain your philosophy, give satisfied customers a voice.  Curious visitors will spend more time exploring you.

2. How current is your site?  (And how quickly can you update it?)

If your website is “historic”, it’s yesterday’s news.  Nothing says “out-of-date” as quickly as old press releases or product descriptions that never change.  Refresh the copy and design.  Build in a simple blog that’s easily uploaded.  You’ll look vibrant… and search engines will raise your ranking.

3. Does your site clearly and concisely brand?  Or simply data dump?

Big difference between showcasing what makes you special – and offloading  information potential customers have to sift through. (Most won’t.)  Revisit your main idea and re-think your navigation.  If you combine a clear brand with a persuasive call-to-action, you’ll increase responses.  Exponentially.

4. Is your site “Socially” relevant?  (And could it be more media-friendly?)

You don’t have to understand all the complexities of social media.  You just have to remember that your customers are spending more time on Facebook, Twitter, Linked-In and other messaging alternatives.  Don’t ignore them.  Talk to them where they are, starting with links from your website.

5. Does your site treat unique audiences uniquely?   Or is it one-size-fits-all?

The fact that you have one site shouldn’t mean that you can’t have different conversations with different interest groups.  Give each of them a section that deals with their issues, their challenges, their buying cues.  The more unique your solution, the more likely they are to start a relationship.

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By the end of January, you can pick up desk calendars (“The Far Side” is perfect) for next to nothing.  Before major holidays, insert a sticky note telling them to watch the mails for a little something special… then follow up with a theme-appropriate surprise.

Every executive can use a small calculator, and many upscale examples can be imprinted at minimal cost.  For larger clients, a black faux leather folio is welcome, especially if it has their logo on the front (and yours on the inside).

Multi-restaurant gift cards offer variety and can be loaded with different denominations.  Better yet, send one of your own – good for an immediate discount on future services.

Shirley/Hutchinson has developed and implemented all of these examples… sometimes resulting in “thank-you” card responses from current and potential clients.  In each case, the gift – and we made sure to call it that – included a personal note that conceptually tied our creative services to what we were sending.  Relationship marketing starts with unexpected personal attention – and you can’t start soon enough.

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For example, you could target recent movers with a welcome –to-the-neighborhood “packing box” that looks three-dimensional but mails flat. Inside, you offer promotional reasons to visit your store that will assist their re-location.

Or you can select specific targets based on life passages.  Teenagers who have recently acquired a driver’s license could be mailed postcard that is an actual-size “vanity license plate” (with their name on it)… featuring promotions that celebrate their new mobility.  (We developed this concept for a double drive-through.)

You can drive new traffic to slow dayparts by simply marketing your offerings differently.  For a restaurant chain, we created a late-night dessert menu that suggested couples drop by for the sweet end to a perfect evening.   As part of our multi-media campaign, we sent personal invitations to this targeted demographic inviting them to a “special late-night surprise”.

The new watchword in the New Year will be “relationship marketing”.  And you can initiate new (and profitable) customer friendships with highly-targeted, out-of-the-ordinary Shirley/Hutchinson direct mail programs.

The post Start a Personal Conversation with a Segmented Mailing appeared first on Ad Agency Tampa Florida | Faith-Based Marketing.

When you last updated, video might have been out of your budget.  With today’s technology, it’s not – and moving pictures sell more powerfully than laborious type.  Demo your product, explain your philosophy, give satisfied customers a voice.  Curious visitors will spend more time exploring you.

2. How current is your site?  (And how quickly can you update it?)

If your website is “historic”, it’s yesterday’s news.  Nothing says “out-of-date” as quickly as old press releases or product descriptions that never change.  Refresh the copy and design.  Build in a simple blog that’s easily uploaded.  You’ll look vibrant… and search engines will raise your ranking.

3. Does your site clearly and concisely brand?  Or simply data dump?

Big difference between showcasing what makes you special – and offloading  information potential customers have to sift through. (Most won’t.)  Revisit your main idea and re-think your navigation.  If you combine a clear brand with a persuasive call-to-action, you’ll increase responses.  Exponentially.

4. Is your site “Socially” relevant?  (And could it be more media-friendly?)

You don’t have to understand all the complexities of social media.  You just have to remember that your customers are spending more time on Facebook, Twitter, Linked-In and other messaging alternatives.  Don’t ignore them.  Talk to them where they are, starting with links from your website.

5. Does your site treat unique audiences uniquely?   Or is it one-size-fits-all?

The fact that you have one site shouldn’t mean that you can’t have different conversations with different interest groups.  Give each of them a section that deals with their issues, their challenges, their buying cues.  The more unique your solution, the more likely they are to start a relationship.

The post How Stale is Your Website? appeared first on Ad Agency Tampa Florida | Faith-Based Marketing.