B2B Customers want something they can takeaway from a purchase, website, e-mail blast, etc; something of value to them. A takeaway is the lasting impression left on your audience after engaging with your brand, reading an email message or interacting with a customer service representative. A takeaway affects what steps they take next should be tied to your call-to-action.
According to Ardath Albee of the Marketing Interactions Blog, a good takeaway is:
- Conceptual – generates an idea your content helped spark
- Conversational – inspires sharing of that idea in the their own words
- Recommendable – promotes people to pass the content along to others
- Transferable – applicable to their own specific situations
- Visual – something they can “see” happening—not pie-in-the-sky thinking
Remember, a good takeaway should focus on your customer, not on your business. Make sure you consider your audience’s needs, desires and perspectives in your messaging. What lasting impression do you want to leave on your targets?
I was reading this post over on Marketing Pilgrim and I thought it was worth sharing.
From a talk given at SMX West (Search Marketing Expo 2009) ’15 Stupid Things You Can do to Your Website’ is a quick sketch of some key things to keep in mind when launching a new website or revamping an existing one.
Here are a couple of points I liked:
2. Using bad keywords—ones that are too competitive or no one is searching for. Michael suggested picking mid-range keywords and work your way up.
13. Mass email using BCC and not using email services. Using an email service provider is highly recommended for sending to large lists of recipients.
14. Below the fold calls to action. Ensure calls to action are above the fold and in order to check how the page appears on different screen sizes undertake browser testing.
The point on keywords is well-taken. It’s important to review your keywords frequently and track their results with an analytics program such as Google Analytics. What words emerge from your initial research as achieveable may not drive traffic to your site through organic search.
Almost every business has a website. It’s practically a prerequisite to even starting a business! Forrester Research and Razorfish found that over 90% of purchasing decisions begin online. It’s clear that a website is an important part of corporate identity, but it also should be part of your marketing plan. Be sure you are using your website strategically.
Some businesses see their website as a digital brochure, highlighting their products and services – the old features/benefits approach. It’s one way communication, with little chance for the target to interact with the business or brand. Thus, it’s crucial that your website draw your targets in and act as a lead generation system. Here are a few tips to create a website that engages with targets rather than simply talking at them:
•Make sure you are leading your visitors down a clear cut path. Point them down a road that ends in an opportunity to convert to a warm lead.
•Give your visitors multiple chances to continue the conversation – sign them up for permission-based newsletters, invite them to follow you on Twitter, or connect with you in the social media world at Facebook or MySpace. In other words, make it easy for your visitors to continue the relationship.
•Refresh your website content periodically. Not only does Google reward you for this, but it encourages your visitors to come to your site on a regular basis.
•Add a blog to your site. This is an easy way to refresh content and let your prospects talk back to you.
•Be sure you understand how to make Google find and rank your site. This means making sure your site is search-engine friendly by using keywords and meta-text.
Although this list is not exhaustive, it’s a great place to begin if you are starting from scratch or re-vamping your site. Remember, your site can be one of the best lead generation tools your business has.
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In tough economic times, many companies move to cut costs and some of the first expenditures on the chopping block are marketing communications. Instead of cutting marketing communications budgets, it’s time to think strategically and reassess your plan – studies have shown that companies who increase advertising and marketing efforts enjoy a higher return on investment (ROI) than companies who decrease these efforts during difficult times.*
So what do you do?
Make sure your efforts are targeted. Don’t waste time or money producing messages that are not reaching your targets.
1 to 1 communications are a great way to produce targeted, personalized customer messages. 1 to 1 communications use information from your databases to create compelling and coordinated messages across print, email, and web pages. Of course, you want to be able to track effectiveness. 1 to 1 communications programs allows you to see exactly with whom your campaign is resonating.
So what is 1 to 1 communication? A customized direct mail or email is sent personalized with the recipient’s information from your database. It directs the target to visit a personal web landing page – i.e. janesmith.yourwebsite.com. Once the target visits their web landing page, they receive an email response – another opportunity to create a personal connection. Behind the scenes, a dashboard provides live, accurate campaign data and statistics for ROI analysis.
1 to 1 communications help you connect on a personal level with your targets and create warm leads to pass to your sales force.
*”Advertising during a recession,” Direct Marketing. September 9, 1991