The other day I received two emails, both with the same question, why didn’t we have a direct call to action on our website?
Sales people are taught, you always need ‘a call to action,’ a request to act or lose the opportunity of a lifetime. I’m sure you’ve seen the infomercials, website presentations, online direct marketing come-ons, and even high-pressure seminar and tradeshow presentations that will never be repeated, so you better act now. You’re familiar with the language used: “Act now and we’ll send you two pieces of junk you don’t need, but wait there’s more, call in the next ten minutes and we’ll add a third useless item.”
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Every Business Has A Story To Tell
Everybody likes a good story and why not? Stories are entertaining, instructive, engaging, and above all human; they connect people to people, and businesses to customers. Stories are about communication and communication is the essence of marketing.
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I don’t drink, although after a hard day it seems like it might be worth starting, but since I can’t stand the taste of the stuff, I generally just settle for drowning my troubles in a stiff diet soda. However if I were going to take up the evil spirits, I would start with Reyka Vodka, not because it’s better or worse than any other vodka, but because they have an extraordinary marketing campaign and an equally clever integrated website with an enchanting if somewhat bizarre Icelandic spokeswoman. The video commercials for the campaign drew 20,000 views in the first three weeks after being posted on YouTube.
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In The Beginning There Was Marketing
Anyone in business who has any interest in using the Web to further his or her business is well aware of “search engine optimization.” Not a day goes by that my email in-box isn’t loaded with information on how to get the best search engine results, and not a week goes by that a client or potential client doesn’t request that their website be not just search friendly but search engine fanatical.
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Like it or not, the Web is turning into an environment that will be dominated by audio and video presentations. And as we have already seen, the democratic nature of the Web has allowed the best and worst to stand side-by-side.
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If you’ve been looking high and low for the secret of Web success, today is your lucky day. We’ve put a little something together that we call ’18 Web-Marketing Concepts That Make A Difference.’
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The best website presentation tool you have available is professional Web Video; it delivers your marketing message using all the verbal, non-verbal, and performance communication techniques available to the Web, but when professional video is not an option, you can still deliver a memorable marketing message with the economic alternative: professionally produced Web Audio.
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According to eMarketer August 2008 video ad spending will increase a thousand percent over the next five years. This means Web video is on the way to becoming the must-have Web presentation tool.
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How many websites should your company have?
That’s a question that comes up often in discussions with clients, but perhaps the idea never crossed your mind. Why would any company need more than one website? Not to be glib but the answer is as many as you need, but how many is that?
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A Definition of Marketing
Marketing can be an extremely frustrating and expensive exercise if we mistakenly view it as merely an advertising function. Any discussion of marketing should be preceded by a definition of exactly what we mean by marketing: marketing is not just sales, or advertising, or promotion, but rather a combination of all these functions plus more.
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