Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

Posts Tagged ‘content

I’ve got a website. Now what?

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Who needs a website anyway?

Ask any marketing person today and they will say if you’re in business, you need a website. Why? First, all of your competitors have one. If for no other reason than to be on the same level as them, you need one.

So, all you need to is plant your virtual flag into the cyberground, toss up a page with your name on it, and you’re done…right?

Sure! Do the bare minimum. Expect the bare minimum. Want more? Do more!

Today, busy professionals use every tool at their disposal to find out which companies are worth doing business with. Who are the cream of the crop? Who is worth their time? One of the most accessible tools today is the Internet. Look up their website. How’s it look. In a brief period of time, can you get an excellent sense of who they are, what they do, and exactly what they can do for you? If not, try Googling someone else.

Let’s say you’ve put together a nice website. The content is clear to understand. You’ve got pretty pictures. Now what?

Have you asked your website what else it can do for you?

Let’s say your website has a well written paragraph on your front page. Do your visitors want to read it? Or would it be better to have a video where your CEO can invite people into the site to explore and interact? Is your navigation consistent and intuitive? What else can your website do for you?

Time to visit your website and look at it critically. Maybe it’s time to visit your competitor’s websites as well. What are they doing that’s different and memorable? Are they gaining a leg up on your company through superior web branding? Do the websites have returnability because there’s frequently updated worthwhile information?

What do you perceive as goals for your website? What have you accomplished through a web presence that perhaps your office/store location haven’t been able to do on its own?

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Written by Jeff York

July 12, 2008 at 6:10 pm

Advertising Media – Part 4a: Original content delivered by web

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As I mentioned in my last entry, “advertising on the Internet” is just too broad of a statement to make. There are too many ways in which to get your message out via the Internet as a delivery platform. That’s way I decided this week to create a sub-topic which is a new and creative way to soft-sell yourself and your company.

I have been working with companies to develop original content delivered to viewer’s desktops, laptops, TiVo’s, iPods, and so on. These days, people want their content when they want it and how they want it. But simply tacking on a :15 or :30 pre or post roll commercial onto a video podcast, for example, is only slightly better than advertising on TV. It’s an excellent way to reach a highly targeted audience with your message, but that audience is increasingly adversarial toward traditional advertising methods. A :15 preroll might be marginally acceptable. A full :30 spot is just too long to endure in a podcast environment. Other traditional modes within podcasts include product placement, sponsored segments, and lower thirds. I have a more effective solution.

What I wanted to talk about today is something even more creative and acceptable. I also believe that it’s far more effective. Imagine creating a 5 minute video podcast in which you teach your audience about something they didn’t know about, but something that your business does well. It should be something connected to your company’s core business. As you teach your audience, it will become clear that you are an expert in this topic. At no point do you try to overtly sell your business, but it’s clear that you know what you’re doing. Plus, you have the benefit of teaching your audience something new. Ultimately, if your audience finds they need someone with your talents, they will contact someone they know to be an expert. They will call someone they’ve had interaction with, even if that interaction is just through the podcast. They will contact you.

And after all, isn’t that the whole goal of marketing?

Written by Jeff York

May 10, 2008 at 12:50 pm