There have been about 36 million+ pieces of content written about Pokemon Go and the potential marketing opportunities for businesses (just Google Pokemon Go). I am not going to take the time to explain what Pokemon Go is, how to leverage the app as a business strategy, or even potential Pokemon Go marketing strategies for your business.
I want to focus on one simple question:
Should you leverage the Pokemon Go frenzy to grow your business?
Do you know much about the Pokemon game and culture? I will be the first to admit that I don’t get it, but I know a bunch of people who do and love it. If we were to embark on a Pokemon Go marketing strategy at The Squad, there would have to be another person leading the campaign. I do not know enough about it to do it well. If you find yourself in a similar situation, I'd seek out someone who does and leverage their know-how to better understand how you may be able to leverage this trend in your digital marketing strategy.
This is the key question to the whole equation. Does your target audience play Pokemon Go or are they potentially intrigued by the game? If not, stop right here and don’t spend another thought on figuring out how to add Pokemon Go to your digital marketing strategy. If the answer is resounding yes or more “yes” than “no,” move on to question three.
What is your business model? Are you a brick and mortar location or are you a digital business? Your business type, local, and service model will largely determine how and if you leverage Pokemon Go.
Every business has limited resources. In order to pursue Pokemon Go as a marketing initiative, you will more than likely have to give up something else (time and resources to pursue this initiative. Is it worth it to abandon a proven marketing strategy to pursue this one? Maybe. Only you can answer that question. You will have to base your decision on current marketing performance, available resources, and evaluation of the potential return on investment.
Is a Pokemon Go marketing strategy right for you and your business?
Maybe. Maybe not. Take some time to reflect on the above questions to help you make a decision to further pursue investigating Pokemon Go marketing strategies for your business.
My two cents on Pokemon Go and the future of Augmented Reality.
Similar to Angry Birds and other fad games, I believe that Pokemon Go will eventually fade as something new captures the fascination of fickle consumers. While the game may eventually fade, I believe that Pokemon Go has opened the floodgate for augmented reality games and additional digital marketing strategies for businesses. It is impossible to say exactly where this will lead, but I can promise you two things:
I would love to hear your comments on the topic of Pokemon Go marketing. Are you planning on using it as a part of your digital marketing strategy? What do you think is next for augmented reality games and marketing?
All too often, people tend to underestimate the power that words can have when trying to increase their marketing success. Simple, catchy phrases can be enough to garner interest, and something as easy as changing one word in a sentence can have a huge impact on how well a product sells. People like words that flow, words that make them feel good, and words that spark their curiosity. When businesses focus more on sculpting their product language to form a clear image in their customers' minds, they find that their customers are more receptive to buying the product. This is because people like to believe in what they are buying. If they have an exact vision of what they're going to get, they are more willing to trust in the product and commit to buying it.
Repetition is a tool that doesn't get utilized as much as it should. People are more likely to remember details if they are exposed to them over and over again. That's why companies like Nike, with their slogan "Just Do It", stand out from the crowd --- you see this slogan on most of their merchandise and in every commercial they have. It's a simple, three-word phrase that is now associated with their brand. Find a way to sneak in a repetitive phrase or description in your marketing and you will create an association, which will exceed the general reach of your marketing by finding its way into other parts of your customers' lives. For instance, if you are selling cars and use the slogan "Faster than a Bullet," then people will be reminded of your cars every time they encounter a bullet. They aren't watching your commercial or reading your blog, but the association is there.
You use a bolded headline with a vague, yet intriguing title? The customers keep reading, because they want to learn more. You have mastered the invaluable art of keeping them interested. We all know that modern technology has fostered a generation of desensitized consumers that quickly lose interest, and this especially concerns reading extended amounts of text (because who likes doing that, right?). Keep your customers on their toes with elusive phrases that drag them in and make them want to find the answer to your mysterious wording. It's a magic performed by few, but those who use it know it holds great power with the natural curiosity people have. Use this human instinct to your advantage.
Synonyms are cool, rad, hip, and groovy. #SeeWhatIDidThere
Finding the right word can be a chore sometimes, but the right word can change the entire flow and impact of a sentence. Consider this example: "Our windows will make it through any type of weather." vs. "Our windows will survive the toughest of storms." Which windows would you buy? These sentences create two very different pictures. The second one appeals to the more visual side of the mind, leaving a more lasting impression on the customer. Not to mention that it flows better and is easier to read; such is the power of discovering the right synonym.
As a marketer, it is your job to appeal to the customers' impulsive nature. Words are the bait and the product is the hook that seals the deal. Using these tools, it will be hard for them to ignore.
Choosing the right web design company to partner with is a very important decision for your business. I’ve had two companies in my time at The Squad who have chosen to go with another website designer and neither of their websites have launched yet. Both of these companies started the website design process 5-7 months ago. That’s half a year. Half a year has gone by where they are not benefiting from the time and money that they invested in the most important marketing tool that lays the foundation for lead generation. It should only take 2-3 months, maybe 4 if the website is extremely robust and has high-level features. I’m not saying I told them so, but I totally am. They should probably have taken my advice. So, now I’m giving you my advice in hopes that you’ll know the signs of a headache waiting to happen.
3 things you should keep in mind when choosing a web design company:
If a company offers to create a website mockup for you before you’ve paid them a dime, it means they aren’t getting enough work, and they’re desperate to get clients in the door. If they’re desperate, there’s a reason. 90% of web design companies will not commit to anything before they know you are committed too, because they could lose valuable time and money. I know it can be nerve-wracking to place your trust in a company when you don’t know if you’ll like their designs, but a good company will allow you to make changes, tweaks, and even scrap the whole thing if you truly hate it. You still get to approve the mockup before the designers start coding, so don’t be afraid to take a leap of faith when you can’t see what your website will look like.
I’ve heard from so many people about how they were promised that they would get A and instead they got G. If a salesman is telling you about how they know the psychology of the human brain and that they can guarantee that they’ll build you the perfect website to generate thousands of leads... run. Lead generation comes from ongoing marketing. Your website is the foundation, but true lead generation comes from marketing strategies put into practice. No one can guarantee that you’ll get on the first page of Google; flee from anyone who tries to tell you that they can. Use your gut. If what they’re telling you sounds too good to be true, it probably is.
Talk to people who have used web design companies and ask about their experiences. Keep in mind that not everyone is going to have the perfect experience with a company, and odds are, at least one person will have something to complain about. If you find that multiple people have had a terrible experience, however, you should probably listen and save yourself from a major disappointment and waste of time.
In my time as a Solutions Consultant at The Squad, these three red flags have been major indicators of an inevitable bad experience. Save yourself some trouble and beware of these markers so you don’t end up with nothing 6 months from now.
There are two ways to design a website. You could trudge through the storm of attempting to build your own website, trying to figure out what goes where and how to create the look you are going for. Or, you could hire someone to do it for you, through having consultations and working with someone to build your baby. Whether you decide to DIY or have it done, big budget or small, you need to pay attention to these 4 website design considerations.
It's easy to get caught up in what needs to be shown and done on the website. You want to have this list of products featured, all your services placed prominently, and other information for all to see. But is all of that info necessary? Is the website really about you? Or is it about your target audience?
Don't fall into the trap of designing your website for you and not the people that really matter---the client.
Fondly called UX by many, user experience is about what type of experience your customers and perspective clients have on your site. Your website is your online brand ambassador, so you need to make sure it represents you in a good light.
You've been to plenty of sites where you just can't find a thing and left, right? This could be because of clutter, confusing verbage and labeling, or even lack of or too much information. Those websites were thinking about themselves more than their target audience.
When designing a website, it's all too easy to get caught up in what you want to see on the site and forget about the people actually using your site.
How do you create a better user experience?
Why are you building this website? To get phone calls or leads? To get brand recognition or to promote your services? Ultimately, the point of a business or organization is to sell a product, service, or idea. To move the needle. The whole point of a website is to communicate who you are and what you can do for clients and prospects. So, why shouldn't you be building your website for that audience? You change your product for your buyers' needs, why shouldn't you do the same for your website?
So, when building a website, know who your personas are. Who are your current customer segments and who do you want to target? Understand how they think and what makes them want to buy. Are they more visual people or are they influenced by statistics? Who are the purchasers? Why do they want your product/service? Are they millennials, which are more tech savvy, or an older generation that wants more personal contact? Basically, when you're designing your website, keep in mind what will matter to the target audience. Think about how they will find you. How they want to stay connected. What information they want.
Don't get overwhelmed and start hyperventilating. However, getting to know your target audience is not just imperative for your website, but also your company, so it's never a waste of time to develop personas on your own or through a marketing company. Just knowing all this will help you get into the mind of your target audience to get higher conversions, as well as often leads to greater customer relationships and business practice.
Once you know your personas, you can apply what you know to your website. This can dictate what type of content and info are on there that your users are looking for, what syntax to use (Example: a more formal or casual tone/wording), and even the type of engagement. This can tell you what to focus on. Do you need more forms and content on your site? Need a high social media presence? Or just the "typical info" like phone number, email, and address? It'll even say what needs to go in which areas and frequency of use for the site.
If you get nothing else for this blog, knowing your target audience is the main nugget of info.
Never make it difficult for a prospect to contact you. If they can't get ahold of you, why should they even bother? The point is to sell your idea, product, or service, so sell it. You always make sure your phone number, email, and address are all there; those are the basics.
However, what about the others? What about your social media? You put all that effort and time into those posts and building up an audience, have those linked as well (which even helps SEO a bit).
Other ways for people to contact you are CTAs (Call to Actions). They are a great way to get leads. You can have CTAs be a downloadable checklist or white-paper, a quiz, a free assessment, or even a free product demo. All of these are ways to showcase you and your product while seeming like you are helping the client... because you are. You are offering something that interests and helps them, while still showing that you are a leader in the field or demonstrating what you offer. Which is a main goal, right? Getting a prospect to seek out your info or to have a one-on-one meeting with them that they invited you to - that's what this is all about. So, don't waste huge paragraphs of text on something that could just be a CTA and could lead further down the funnel.
If a friend you've been expecting comes over with your favorite food, then you're surprised, but thrilled; making them even more endearing to you, right? Why can't a company? Make your website have a fun or helpful "wow factor." This could be interactive product screen shots, a video, or even quirky copy. Let your personality shine. If you have a funky flair or above and beyond customer service, show it with unique ways to tell the audience who you are. A client is more likely to work with someone that makes them happy and comfortable.
Just remember, when you're designing a website, that it's not about you and what you want, but what the customer wants and needs. So, keep these considerations in mind when you start the perilous journey of website building, or come talk to us and we can help get you started.
If you haven't figured it out by my nickname, I'm a BIG Alabama fan. Correction: The ultimate Bama fan. I never wear orange - not in my color wheel - but I have a disgusting amount of Alabama paraphernalia: t-shirts, jewelry, hats, you name it! AND I am always up for converting someone to our religion-like tradition that is Alabama Football, y'all. #rolltideroll
Anyway, there is a long line of legacies stemming from BamaNation: Paul "Bear" Bryant, Gene Stallings, Nick Saban - only to name a few. Many of these great men have said some inspiring words while gearing up the players for their next victory or a special phrase as they relish another win. #smacktalk
The one phrase that has stuck with me are the words spoken by none other than the mighty Nick Saban: "Do Your Job." In a May 2014 interview, Nick Saban was reminiscing his days as the Browns' defensive coordinator alongside Bill Belichick and mentioned a single sign he encountered during his time there, "Do Your Job." Saban has taken that mantra and repeated it time and time again. Do your job and execute as a team.
Just before you think I couldn't tie in a Nick Saban quote to real life, here ya go: Everyone has a job. You have a job. I have a job. And THAT's how the teamwork happens.
As things shift and move through the revolving door of a (small) organization, you can find yourself placed in different roles. Maybe even some outside of your comfort zone. As a (mostly) content manager and writer, that's my safe place. I know I can write up a little something on any topic. But what happens when you are thrown into a totally different (end)zone? #seewhatididthere
Lean on Your Team
Recently, I managed my very first web development and migration project. A little overwhelmed, I asked a ton of questions, Google'd often and leaned on my team. If I'm being honest, I was way outside of my comfort zone. I have no previous experience in web development projects, but that didn't stop my team from rooting for me on the sidelines and providing me with the tools needed to execute the project. Now, that's some crucial teamwork.
That's what we've got here at The Squad. As we continue to grow, our team continues to evolve and push each other. We move through our projects as a team.
In one more shameless Saban quote, he says, "You have to be able to stay focused on executing on the field and not get involved in all the hype outside the game. Win your individual battle, win the one-on-one battles, execute and do your job together, as a group gives you the best shot to be successful in games like this."
Business owners may see a need to build their own websites for many different reasons, but the number one reason I find is the financial reason. However, the true cost of building your own website is all of the missed sales opportunities. With a website built by a talented marketing company, your business will generate twice as many leads and be well worth the investment.
How much is the lifetime value of one client or customer? If you lose five potential sales because your website isn’t performing like it should, are you willing to make that sacrifice? What about 20 or 50 leads? Now, what if you spent a little extra up front, and generated 50 more leads? Would you be happy with this ROI?
"Depending on whether you build your own site or hire a professional developer, a brochure site can cost anywhere from 50 dollars a year to more than $5,000. Most professional developers will charge at least $5,000 to build a nicely designed, mobile-friendly website." - Leo Welder
I get it – financially, it’s much more cost effective to build your website yourself, or to higher a low-cost freelancer. Although, while you may save money up front, you will likely lose money in missed online opportunities if your website is not built by professionals with your target audience lead generation in mind. A web design/marketing company is able to go above and beyond in the following areas:
First Impression/Design: These days, your website is often the first impression a potential customer has of your business. Graphic designers have a gift for bringing life to a website and giving people an experience rather than a page of information. If the people who come to your website aren’t impressed with your brand, they’ll find another company.
Search Engine Optimization: Let’s be brutally honest for a moment: SEO is a mystical unicorn that is extremely difficult to catch and understand. As marketers, we study how to improve SEO every day. And, not to be rude to the business owners who are reading this, but I’m guessing you don’t know how to integrate keywords, meta description, and backlinks into your site.
Lead Generation: Along with SEO is lead generation. It’s important that your website is integrated with your social accounts and a blog. Do you have valuable blog content? This is so important to consider when building or redesigning your company’s website. Your site should work for you, not just be there for information. With the right ingredients, your website can become your best salesman.
These three key components of a website help you to establish authority in your market, rise above the competition, and generate more leads for your sales team. If you want your company to succeed long-term, you have to think about long-term investments. If you’d like to chat with me about how we can help you generate more leads with a strong website, click here. You’ll be glad you made the investment.
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