Discussions about web design and marketing.
Responsive design rocks! It allows you to layout websites on a grid system or framework which cuts down development time considerably. My favorite frameworks are Bootsrap and Skeleton because of there simplicity and baked in css classes that again speed things up. But my favorite part of these responsive grids is that they "respond" to different screen sizes by resizing and adjusting content to fit the current screen i.e. mobile, tablet or desktop.
Generating leads to fill the top of a sales funnel by attending trade shows or seminar series or by sending out email blasts to purchased lists, internal cold calling, outsourced telemarketing, and advertising can be referre to as "outbound marketing" where a marketer pushes his message out far and wide hoping that it resonates with that needle in the haystack.
Outbound marketing techniques are getting less and less effective over time for two reasons. First, most people today are inundated with over 2000 outbound marketing interruptions per day and are figuring out more and more creative ways to block them out, including caller ID, spam filtering, Tivo, and Sirius satellite radio. Second, the cost of coordination around learning about something new or shopping for something new using the internet (search engines, blogs, and social media) is now much lower than going to a seminar at the or flying to a trade show in Las Vegas.
Rather than doing outbound marketing to the masses of people who are trying to block you out try doing "inbound marketing" where you help yourself "get found" by people already learning about and shopping in your industry. In order to do this, you need to set your website up like a "hub" for your industry that attracts visitors naturally through search engines, the blogosphere, and social media. Most marketers today spend 90% of their efforts on outbound marketing and 10% on inbound marketing, and those ratios need to flip.
1) The topic addresses your target's needs and questions.
One of the first questions a content creator should ask is, "Who's this for?"
2) It's aligned with the reader's understanding of the subject matter.
You might find that there are certain pockets of your audience that are more advanced with industry concepts than others.
3) It's aligned with the reader's stage in sales cycle.
Before you ship a piece of marketing content, consider whether it's the right type of content -- or even the right channel to publish that content -- considering your readers' stage in the sales cycle.
4) The tone is clear and accessible.
It's always healthy to do a business babble check on your content. Business babble is how people who want to sound wicked smart talk and write.
5) It's written with specificity.
Part of writing with a clear tone means writing with specificity -- in other words, writing exactly what you mean, and avoiding broad, general statements.
6) You use examples to clarify your theories and instructions, and those examples are relatable.
Make sure your examples help demonstrate how the concept you're writing about would work in your readers' daily lives.
7) You use benchmarking data.
A simple way to make your content incredibly valuable is by adding benchmarking data when it's available. It's a way to let your readers know whether they're on the right track.
An excellent video on why you must go beyond just building a website
Building a website is a good beginning but if you don't market it correctly it's like building a gas station 100 miles from the nearest road. A website should be one part of a complete web strategy including blogging and social media. Start with creating compelling content. If your not feeling prolific then hire someone to write for you. It's a simple equation really, the more content you create and put out there via blogs and social media the more traffic you'll get to your site. But it doesn't end there. Once the visitor's arrive you'll need to have a call-to-action that convinces them to start a relationship whether it be filling out a form or downloading content. This is the beginning of lead generation.
If the goal of a messaging strategy is to keep you on track, then you need to shape that ‘track’ by defining your principles. There are dozens of principles you can choose to follow with your copywriting, such as the following biggies:
• Let copy guide design; good writing is good design
• Recognize that some visitors want to read a lot… and some don’t… and both are your customers
• Support messages with social proof, such as testimonials or media reviews
• Support key concepts with video demonstrations
• Just because you say it, doesn’t make it true – prove it!
• Always strive for clarity above cleverness
• Rather than focusing on ‘consistency’ or ‘matching messages’, let the message match the medium at an exact point of need
• All visitors can be persuaded to join or upgrade
• Engage visitors with exciting or interesting online content, web experiences or options for mobile/app experiences
With your most important principles in mind, you can craft a simple messaging strategy.