A recent article in Forbes magazine discussed why marketing executives performance is substandard and why they are seldom trusted by their bosses. The key issue raised in the article being that most senior marketing executives appear to work on their ‘gut instinct’ instead of utilsing data or reasoning, common with other executive roles. The problem with intuition, as powerful as it sometimes is, rarely produces the best result. Hence cynical CEOs just see marketing as a nasty expense, not having an ROI. Everything is done for ‘branding’.
For most of us it starts with subscribe forms, tied into a good email marketing system like mailchimp, aweber or similar. This is where we must all start, by building a mailing list. There are loads of new tools like optinmonster that helps boost subscribe signup rates too. With additional effort, you can start segmenting lists and personalising campaigns.
This is a long rant, so if you’re a designer or marketer, have patience, don’t be offended, because there is a point.
To most businesses, their website is just an online version of their printed sales brochure. And when the site isn’t performing in terms of traffic or inquiries, the fix is inevitably a re-design project – Update the appearance, re-word various pages, company message or offer. The modern pitch being “Let’s refresh the site branding and copy, include the latest mobile-responsive technologies, a CMS upgrade, plus social media work for additional exposure and to raise your online profile” or similar…
Did you know that the odds of successfully selling to a prospect increases a 100x if responded to within 5 minutes vs 30 minutes? Yet most take over an hour to respond to online inquires.
With the market flooded with smartphones and tablets these day, you’d think more businesses would be catering to the mobile users. They’re not. As my US colleague has reminded me more than once… “If you want to know what the internet and online marketing was like ten years back, go to New Zealand”
An article in todays Auzzie Marketing Magazine lamented the problems around the issues of utilising ‘Big Data’ in marketing. i.e. Getting Chief Marketing Officers (CMO) on board with the idea. Apparently in the Auzzie market at least, it’s become a catch-cry this year.
This has become a popular term recently, the idea that writing a lot of posts and dissemination information can get you traffic and sales. Essentially that’s what this blog does, but I’ve never been convinced that it’s a strategy with a high priority. Surely other marketing tools would do a better job… However we stumbled across this article in the New York Times that put a business perspective on content [educational] marketing.
I love watching Top Gear on TV. A recent episode showed Richard Hamond attempting to drive an Formula 1 racecar. Although Hammond is certainly no ‘Stig,’ one has to admit that he’s driven some very fast cars over the years and has to be classified as a very competent amateur, putting aside perhaps from that minor crash at 200mph last year. Checkout the Youtube clip below of his F1 attempts.
It’s a spin on the fast food industry phrase, but I think it also applies to the selling of websites. Problem is, almost no web developers or designers ever ask the question. Do you want traffic with your new website? Clients just assume traffic is part of the deal and don’t realise it’s not. I can think of a dozen good reasons why designers keep quiet about it, not the least of which is the prospect of losing the deal if SEO work is brought into the project cost…
This comment from a frustrated website owner. He’s right of course.
Companies know the Yellow Pages is dead, with Google the modern day replacement. They then think about having a website, to ‘be found’ when someone searches for their products. But in the vast majority of cases, their website provides few leads or sales. Stories of small business websites getting under 100 visitors per month are common. Even some that have good traffic often get few sales leads.