Small Goals
When looking at any business, knowing goals are important. For many businesses, their primary goal is to make sales. While this is the primary goal of most businesses, these goals are made up of smaller goals. For the online world, these goals often flow around engagement.
The online world works in conjunction with most businesses. Normally, a business falls within one of two categories, proactive and reactive. The proactive online world has customers finding you online before any real contact is made while the reactive model has customers researching after making contact with the business.
Being able to identify the process and the goal of each step is important. At Operation Crusader, we call these the three C’s.
Community to Contact:
Engaging the community who may be interested in your product or service is critical to building a business. While there are multiple ways to engage the community, what works depends on the audience you are trying to attract. The one overarching key though is engagement. There has to be things that not only get your audience’s attention but also keep it.
You go through a lot to get attention. However attention gained can quickly fade away if you don’t engage that person to keep their attention. In other words, why should they stay connected to you? What is the perceived value to your audience to do so?
Contact to Customer:
Why each sales cycle is different, after contact is made, keeping that person engaged with you until the sale is reached can be challenging. While some businesses have a real short sales cycle, others are much longer.
Either way, keeping that client engaged can be the difference between a sale or no sale. It can also be the difference between a small sale and a larger one. For instance, if a client looks at a new chair for their home, engagement may get them to consider new tables or a couch to go with it.
Customer to Cheerleader:
This is the area where most people lose engagement. Many businesses tend to think that once the person buys, they are their customer. This can not be further from the truth. Just because they purchased once, doesn’t mean they will do so again or refer anyone else your direction. Keeping you current client engaged, making them feel good about their purchase, and building perceived value are all critical into getting referrals.
The sale doesn’t end when the purchase is made. The goal of every purchase is to build a relationship with the client so they will refer more business your direction. After all, people know people just like themselves. This is an area where the majority of engagement needs to be taking place.
By knowing your overall goals but also breaking them down into communication goals, you can have the internet actually begin working for you. At Operation Crusader, we can help you strategies your goals within each subset, helping you lay out some plans for you to hit your goals.
The Flow
Your website is often time the first interaction with your company or organization. While there are many components to a quality website that range from the content to the graphics, there is one overarching component that is rarely talked about, the website flow.
A website is similar to the game Plinko. You may remember the game where you place a disk towards the top of a board and as it slides down, it hits different pegs until it falls into one of options at the bottom. Each time the disk comes in contact with a peg, it may fall either left or right thus varying the final output.
A quality website works in much the same way as the game Plinko. When people travers through your website, they make options and choices on what they click. Eventually, you want them to take some action. This may be a way for them to contact you, purchase an item, or sign up for a newsletter. It can be almost anything. The secret of a quality website is the control of the options and choices that are presented.
Thinking through the flow of a website is a combination of both art and science. The options need to be a bit intuitive to take people further into the engagement cycle. However, the flow also has to take into consideration the varied perspectives of the people entering the site.
Many companies make serious mistakes when it comes to the flow of their websites. They range from simple to more complex issues. These mistakes slow engagement and cause people to leave a site quickly. While there are many, let’s talk about a few of the big ones.
Everything is equal:
We have all been on websites were everything seems to be on the front page and of equal importance. Because there is no flow, the visitor is bombarded with all of the options and choices at once. This often just causes them to not try to find the information they are actually looking to discover. There is just no real path to follow.
From the companies perspective, everything is easy to find. It is because they are used to being on the site and know where things are found. However to the visitor, the paths are not so easy to spot.
The disjointed website:
Some websites just seem all over the place when it comes to the options presented. They often times just don’t make any sense from a visitor’s perspective. Some things may be found from a drop down menu while others from clicking on a graphic. While neither of those is bad in and of itself, when the website feels disjointed it creates issues.
Many times, when you are on one of these websites, it feels like it was designed by committee each with a different idea on how visitors should flow through the site. Because it lacks consistency, people often give up trying to find the information they are looking for.
The pretty website:
While a pleasant aesthetic website is important, some websites spend so much energy on the look without much thought into the function or purpose. They are filled with beautiful images and videos that are pleasant to look at. However, because they have no flow, the visitor is never taken to a deeper level or towards an action.
Of course it is important to have an aesthetically pleasing site. However, if that detracts from the websites purpose, you may need to spend some more energy on considering the flow and how people traverse through the site.
While there are many other areas that can be discussed, at Operation Crusader, we recommend taking some time to go onto your website as a visitor who knows little about what you do. Does the navigation drive your towards an action? Can you find what you are looking for within a click or two? Does your site pull you in deeper providing more information as a person clicks? If the answer is no, you should consider the websites flow.
That’s Not What I Meant
We use the same language, hear the same words, and yet come to different understandings of what those words mean. As a marketer, this can be a big issue. After all, we know what we intended to say and the last thing most of us want is for someone to take offense and hurt our brand. If your purpose is to offend or use shock, then this blog post may not be for you. But if your goal is to understand and be understood, let me shed some light on things.
Before I begin, it has to be discussed that we are living in a hyper sensitive world. There are many people looking for offense. Many times, these groups can be very vocal. Even when no offense is warranted, there will probably be something that someone will be offended by. The USA has made an industry out of taking offense.
Assuming your goal is to be clear in your communication, let’s talk about some of the issues that have a major impact. Not all may apply to your situation, but we should at least be aware of things.
Language:
Words have meaning and those meanings may change over time or by different groups of people. This is why we need to be very careful when utilizing any slang words. What you intend to say may easily be misunderstood. So use simple, common language.
Social Economic Groups:
We are all a product of our life experiences. Our life experiences provide specific perspectives of how we see the world around us. This impacts both how we speak, but more importantly how we listen. Be careful using analogies that may have a different meaning to different social economic groups.
Ethnic Groups:
If your goal is to be understood, we must be very careful about how our communication can be interpreted by different ethnic groups. The goal of this blog is not to argue the right and wrong of those debates, but focus more into the what needs to be considered to communication the strongest. Be very careful of words and phrases that can have a different meaning to different groups of people. While your intentions may be pure, that will be of little consequence if there is a misunderstanding. If your goal is to be heard, don’t add language that can deter from that
Age Groups:
Each age group tends to focus on words that have specific meaning to that group. They hold that language to have more of a meaning because of their life experience. For instance, a senior that has lived through the Korean and Vietnam war, may be more sensitive to words such as honor, duty, and pride than some one that may have been born in the 1990’s. It doesn’t make one right or wrong, better or worse, just different. Know your audience so you can communicate with words that resonate with that group.
Gender:
Men and women in today’s society have unique challenges they face. While many are shared, how each tends to approach those issues can be different. These can range from how each approaches societal issues such as relationships, or health issues that are more prevalent within each gender. Again, it doesn’t make one group better or worse, but we must be sensitive in how those topics are approached. Approach it wrong and we risk alienating half of our potential customers.
Educational Level:
The words we use all have meaning. However, any words used must fall within the parameters of the reader or listener. If you use language that is perceived as either below or above the average educational level of the reader, you are going to be perceived incorrectly. Use too high of language, you will be seen as snooty and arrogant. Use too low of language and you will be seen as uneducated and have less credibility. Find the common ground and speak clearly.
While there are others areas that we need to be aware, these are some of the basics. The goal is to be heard and understood. So speak (or write) simply and straight forward. The more creative means or analogies used, the more chance that things will be misunderstood. One thing to try is to have someone else, outside of your circle to read your post and tell you what they understood from what you have written. If something was not clear to them, take the time to rewrite it. Take the time to be understood.
The internet is not working!!!!!
If you are like many of our clients, you face a bit of frustration with the online world. After all, you were told that you need a great website to attract clients only to find that your site visits are not what they should be. You were told to have engaging social media only to find that you are not getting the traction due to the social media company’s algorithms. You sent out electronic newsletters only to find a dismal open rate. All of this has brought you to the point of just frustration. You know how important it is to have a solid online presence but it just feels overwhelming and frustrating.
Now, we are not saying that any of those tools are not important. Actually, they all are, if used correctly. The biggest problem that we see, it seems on a daily basis, is the tools are not being used together, they are not congruent in their messaging, and there is no plan behind them.
For most businesses, when they began, they developed a Business Plan. This Business Plan focused in on what the company does. One section of that Business Plan focuses in on sales predictions. However, most never really dive into the who and hows of that marketing. Numbers are produced on assumptions of sales without really saying how those sales will take place.
Developing a Marketing Plan focuses specifically within the area of sales and marketing. Audience scopes are narrowed and messaging is created. Once the audience scope is narrowed, the specific tools or platforms that will connect with those audience will be discussed. A plan is put forward to reach those audiences with a message that will drive engagement.
All of the tools need to work together to build congruency. Basically, your social media must have the same “feel” as your website. Your eNewsletters must have the same feel as your blogs. When a client feels your communication is incongruent, it creates an issues. Something just doesn’t feel right even if we can not put our finger on why we feel the way we do.
Each tool has a purpose. While some work well for specific issues, they may not work as well for others. Knowing the purpose of each tool and how it can be used allows us to incorporate that tool into an overall plan. This allows us to use each tool purposely and intentionally for specific reasons.
New internet tools are coming out all of the time. While some may be a great fit for your business, what we find is that most people get caught up in chasing the next greatest thing. Begin with your core plan utilizing the tools that make sense. When a new service is presented, if you would like, take some time to evaluate how that tool will fit within your plan. If it adds an element or connection that you don’t currently have, let’s add it. If it doesn’t, no matter how good it looks, leave it alone. Keep your energy focused on the tools that are driving traffic.
Finally, all of the tools must point to your website. Let’s be honest, we all have been frustrated by algorithms on platforms that just seem to restrict engagement. Because those platforms are “shared space” you don’t control who will see anything you post. There is nothing wrong with those platforms, but your ultimate goal is driving traffic to your website. Your website is the only real estate that you actually own online. The more people pushed through your website, the higher you are going to rank in the search engines.
There is a lot more to search engine optimization, but we will deal with that on another post. If you need some help developing a clear Marketing and Communication Plan, reach out to us. We would love to have a conversation with you.
Crafting a Message
One of the most overlooked area of business is developing a clear message. It seems that most businesses just state what they do in all of their marketing and advertising allowing the potential client to hopefully make the connection that they need that product or service.
We are emotional beings that make decisions on those emotions. Once we make that decision, we look for analytical ways to justify those decisions. Because of that, any messaging must begin with an emotion.
What do you want your customer to feel when they engage with your brand? This may be on social media, your website, or even through your print marketing. Deciding what feeling you want your potential client to feel is your first step.
Deciding the emotion doesn’t have to be a challenge. An attorney may want the emotion to be confidence or trust. A cup cake retail shop may want their customers to feel a sense of nostalgia. That emotion should then drift through all of your marketing efforts using color, graphics and the words you use.
We are no longer within the service age, but in the experience and transformation age. While, of course, service is important, that aspect of business has been made a commodity. People will engage more with a specific experience or transformation.
This is never more clear than a gym. All of their marketing focuses on the transformation of the person who uses their gym. They never say, this is a place to come in and sweat and have your muscles hurt for days. Their focus is the end result.
That is how your messaging needs to focus. Once you have the emotion, what is either the transformation or experience you want your customer to have? If you run a service type of business, it may be something along the lines of how your customer will feel when you are providing them your service.
Finally, once you have the emotion and transformation or experience, you want to focus in on what problem you are solving. It always amazes me how many websites I read and still don’t really know what the company does. Don’t make it hard for your potential client to know what you do and how you can help them.
Since you know your audience, you can specifically speak to specific issues they are facing. You understand the stress this puts them under or maybe by using your product or service, it will provide a more streamlined approach for your client. It really doesn’t matter. Talk directly to the value of what you do, in your client’s terms.
Focus on the value, from your client’s perspective. It is easy for you to look at your business and see all of the value you provide. But looking at your business from the outside often times doesn’t speak to that value at all. Why should a client use your product or service? What does it do for them? What problem does it solve? Why YOU?
At Operation Crusader, we know these conversations are not easy. If you need some help walking through the conversation, please just reach out and let’s talk. We would love to have a conversation with you.
Know Your Audience
One of the first topics discussed with every client is, “who is your audience?” Typically, I get the response, “everyone.” This is where many of the challenges begin. What the business owner is hoping for is to cast such a wide net so they don’t miss anyone who may have an interest in their product or service. However, casting such a wide net leaves huge gaps in their marketing so they miss the people who they are really looking to attract.
Before we jump into identifying your audience, we should define what an audience is. An audience is a group of people with specific characteristics. Sounds simple enough, but the real challenge is narrowing your audience scope.
To identify your audience you can either begin wide and work narrow, or work narrow and expand. For instance, a general audience may be “women.” However, for a marketing approach to be effective, the scope needs to be narrowed. Do you cater towards all women or women from a certain social economic level? Is it regionality an issue or are you exclusively only? Are you looking for women that hold a professional career? Retired women? Single women? Married women? The questions could go on forever.
Why is this so important?
The narrower your audience scope, the more effect communication becomes. The reason for this is that you can speak more specifically about struggles and situations that person experiences. It allows you to engage and connect with your potential client specifically.
One of the core purposes in business is to find a need and fill it. For your potential client to feel you empathize with their situation so that you can help them, you must gave a narrow enough scope to engage on more specific terms. This allows you to use words and phrases that have a specific impact on their situation.
Don’t go too far.
One of the dangers of narrowing the scope is taking things a bit too far. For instance, an audience scope of left handed women who like to wear red and has peanut butter for breakfast every morning creates such a small market that it will make your marketing effort difficult. Now, certainly, there are some businesses that have to have such a narrow scope. However, for the most of us, we need to engage a bit larger of an audience.
Can you have more than one audience?
Certainly. Most companies have a primary audience, a secondary audience, as well as a tertiary audience. For instance, a college admission office may have high school seniors as their primary audience. But there is another audience they need to be aware of, the student’s parents. So the parents become the secondary audience. Finally, one of the biggest resources is the alumni. They become the tertiary audience. So when the college communicates, they need to be aware of the impact on each of those audiences.
On top of the primary, secondary, and tertiary audiences, you may have a completely separate audience for another aspect of your business. For instance, a company may be broken into categories such as sales and repairs. Each specific category may have specific audiences that engage with that category. Most companies have two or three distinct audiences depending on their make up.