Copyright (c) 2013 Ronald Dod
So, I had a thought last night. Why do we marketers call our marketing vehicles or specialties solutions? Are they solving problems? I guess so, but isn’t a problem something that needs to be solved? And businesses don’t absolutely (life or death) need internet marketing; they can “technically” get by without it.
I think we’ve always called it solutions because that’s what we’re trained to do. We all try to be cookie cutter and copy each other. We focus on so much what we do, how we do it, but we don’t think what makes us different. Then I realized my clients have always been doing this. When we’re building a website we look at their competitors and say, “Okay, what can we do better”. But we never say, “Okay, how can we do everything differently”.
First Lesson: Be Different with your Marketing Techniques
If you search law firms and you see three websites, two are very similar with a ton of information, but the third is a website landing page that says, “Call us today at XXX-XXX-XXXX, we’ll take care of you because we’ve been doing personal injury since the dinosaurs have been around”. You will be much more motivated to click on it. Of course it might be difficult to get a law firm to do this (ha-ha). But in reality what do you have to lose? Are those customers going to post negative things and report you to the BBB. No! If anyone actually is turned off they’ll just click off your website. But that small majority is worth the large masses you gain and the more conversions you gain.
Second Lesson: Think Outside the Box!
I was talking to my search guy and we discussed going after keywords other than marketing and internet. It makes sense, it’s very competitive and we don’t get anything out of it. So thinking outside the box we go after keywords that our customers might have interest in. ‘How to market your restaurant’, ‘How to market your law firm’, and ‘How to market your XXX’ is a good start. We always try to experiment to maximize our results. And sometimes we fail but that’s life. If you’re not trying you’re not succeeding.
Third Lesson: Optimize your Marketing Techniques with Customers in Mind
When you’re deciding what to say in this sales brochure or website think about your customers. What are they going to be searching for and what do they need. I made this golden rule of in less than 10 seconds or less say what you are, who you are, and your contact number in less than 10 seconds. This of course needs to be thought out. You don’t need it all together in one page. But you want someone to find this all out as soon as possible. For instance: I have a pricing sheet on my website with my contact info below. The generally use of my website it to read about then go to pricing then to solutions. This is normal, people don’t care about you. They want to know who you are, what you do, and how much if you’re a marketing company.