It feels appropriate to kick off this new column with that cold, hard truth because it’s how I start just about every presentation I give these days. The ideas captured in that assertion are the foundation for just about everything we’ll cover in this column: websites, content marketing and digital marketing.
The key notion here is that your marketing can’t be about you. This, of course, is no revelation. It’s been a basic tenet of marketing since marketing’s existence. Think of all the times you’ve been advised to talk about “benefits, not features” or to focus on your prospects’ pain points.
With the persistent encouragement to apply these techniques, it’s shocking how many corporate websites take exactly the opposite approach — it’s all about them and their products and why they are better than the rest. Remarkable, isn’t it, how every company is above average?
If you’re feeling brave, take a look at your own website right now. Does the me/we/our count outnumber the use of you/your? Is the first item on your main menu “About Us?” Does your home page copy talk about your decades of experience? If you said yes to any of these questions, you may have a problem.
You’re in luck, though. Solving these kinds of problems is exactly what we’ll devote this column to, along with:
- Big picture strategy discussions
- Tool recommendations
- Implementation ideas for the Web, email marketing and social media
- Integration recommendations for specific departments, including sales, customer service and product teams
Let’s get back to that home page of yours. In addition to checking whether the focus is on you or your customers, check if you’re committing any of the following deadly sins — we’ll lay them out here and dive into addressing them over the next few months.
Saying Too Much
One of the most common situations we find ourselves in when developing a new site is mediating between stakeholders in different parts of the company. They all believe their work is too important not to be featured on the home page. Of course, emphasizing everything means nothing stands out. You’ll be better served by editing ruthlessly and testing content to see what really performs best and deserves to be on your home page.
Saying Too Little
Currently there is a website trend of heavy imagery use paired with sparse copy. I’m sure the argument in favor of this practice centers on the emotional value of a powerful image packing the punch of a thousand words. But aside from looking like every other website out there, don’t you want to convey at least some basic sense of what you do and whom you can help? Don’t get me wrong — emotions matter in buying decisions. But it’s not all that matters.
Speaking to Everyone
Considering the topic of whom you can help, “everyone” is not a good answer. Even if your offerings really can help everyone, it would be foolish to believe you can stake out that territory successfully on a website home page. You need to pick your most important audience segments and speak to them. Yes, someone is likely to feel left out. The increased effectiveness you’ll have in your best segments, however, will more than compensate for losing out on a small number of less-than-ideal clients.
Making no Requests
Your website visitors will be more likely to take action if you suggest they do so. Having well-crafted offers and prominently featured calls to action are key to your website’s success. Now, that doesn’t mean asking for a credit card number after offering a prospect a small blurb of basic information. It might simply mean suggesting that they click through to another page that helps them get to know you better.
I look forward to getting to know you better over the coming months. Please reach out to let me know what digital marketing questions you’d like to see answered and I’ll include them in an upcoming column.