Eighteen Web-Marketing Concepts That Make A Difference
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If you've been looking high and low for the secret of Web success, today is
your lucky day. We've put a little something together that we call '18
Web-Marketing Concepts That Make A Difference.'
Eighteen concepts to think about that may just give you an edge on your
competition; in fact these ideas may give you an edge, period. So if the same
old left-brain thinking that everybody else is using just doesn't get you where
you want to be, try these creative concepts on for size.
1. Think Audiences Not Markets
What's your market? Hire a consultant to help you with your Web-business
problems and one of the first questions he or she will ask is, what's your
market? How about eighteen to thirty-four year old, single male college
graduates with a dog named Spot; or maybe forty-five to fifty-nine year old
married women, who hate their husbands and can't get their adult children to
move out of the house. Maybe, just maybe, they're asking the wrong question.
The Web isn't about markets it's about audiences. Audiences need to be
entertained, enlightened, and engaged, and if your website doesn't, you're never
going to achieve what you want.
Time to rethink how you're delivering your marketing message. Start treating
Web-visitors like an audience not a market, and you might just find what it
takes to be successful on the Web.
2. Think People Not Customers
You know all those visitors you attract to your website with your brilliant
search engine optimization schemes, how many actually purchase anything? Stop
treating visitors as if they are already customers and start treating them like
what they are - people. That's right, people. You know the two-legged funny
creatures with wants, needs, desires, and maybe even a few bucks to spend.
Customers are always looking for a deal and they're leery of websites that
only want to take their hard earned cash. Treat your Web-visitors like people
who can satisfy their wants, needs, and desires with your assistance and guess
what? Maybe it will make a difference: one small step for Web-credibility, one
giant leap for Web-success.
3.Think Experiences Not Features
Bought any good features lately? Didn't think so. You would think the way
business pushes the whole feature-frenzy thing that features are exactly what
people are looking for, but nobody buys features, they don't even buy solutions
- boy doesn't that whole solution provider nonsense really get to you after a
What people really buy are experiences, hopefully positives ones. Whether
it's soft ice cream or a new accounting program, what people are paying for is
the experience your product or service provides.
Does your website offer an experience? Does it explain the experience your
product or service delivers? If it doesn't, then you really haven't got anything
4. Think Emotion Not Logic
Think you're a logical person, always making rational decisions based on
practical criteria, and bottom line results. So tell me what was the functional
thinking that went into the purchase of those leather pants you bought last
year, or that sixty inch plasma television you bought just to watch the big
Let's get real. You make purchasing decisions based on what you want, and
then justify them with seemingly sensible rationalizations, just like everybody
else. So stop trying to appeal only to the practical, logical, aspects of
bean-counter sales, and start pushing the feel good aspects of emotional
If you're trying to appeal to an audience that gets its only satisfaction out
of acquiring the most features for the least cost, then your marketing to the
5. Think Memories Not Promotions
Most animals live in the moment, whereas human beings live in the past. Our
here and now and our plans for the future are based on our experiences, our
histories, and our memories.
We take pictures of our kids, holidays, and special events; we commemorate
birthdays, anniversaries, promotions, and milestones of all kinds. Even the
significance of our prized possessions is centered on the fact that those mere
objects represent memories of the people, places, and events that shaped our
Real marketing, the kind that creates long-term clients and customer
relationships, is not about coupons, sale promotions, or deep discounts; it's
about delivering memories.
6. Think Marketing Not S.E.O.
Okay, here's one you've heard from us before: think marketing not search
engine optimization. Sure you've got to drive as many people to your website as
possible, but if your marketing message is so confused, unfocused, and hard to
comprehend because of all the keyword density and S.E.O. tricks, then what have
you really accomplished other than wasting people's time? And people really get
upset when you waste their time.
7. Think Stickiness Not Hits
It's not about how many hits you get on your website, it's about how long
people stay. If visitors remain on your site long enough to get your marketing
message then you must have said something worth listening to, and if visitors
get the message, your site has done its job.
If your website delivers the message, then you can expect the email inquiries
and phone calls to start flowing, but it's still up to you and your sales staff
to close the sale: people close sales not websites.
8. Think Stories Not Pitches
Did you hear the one about the farmer's daughter and the search engine
optimizer ... Stories, everyone loves stories. In fact before the invention of
the Gutenberg press, oral story telling was the way knowledge got passed down
from one generation to the next, and how news was sent from one region to
Now that we have this multimedia Web-environment, we can continue the
tradition of real people delivering creative audio and video presentations that
capture the imagination and drive home the marketing message so your audience
won't forget who you are. Nothing informs, engages, and entertains, like a good
story: sounds to me like one heck of a way to sell to an audience desperate for
9. Think Focus Not Confusion
There you go again, telling everyone who will listen all the wonderful things
you and your company can do. Trouble is, telling them all those things just
What is the product or service that is most important to your company, the
one you are determined to sell to your audience? That's the one you want to talk
about. That's the one you want to devote your marketing effort to promoting.
That's the one you want people to think about when they hear your name or see
your logo. Focus your communication or your message will just be a forgettable,
10. Think Campaigns Not Ads
Isolated one-time advertisements are like one-night-stands: exciting for a
while but ultimately unfulfilling and devoid of meaning. Your audience is
looking to get married, not a short-term fling. Your marketing has to woo your
visitors with long-term campaigns that tell your story and deliver your focused
message; audiences expect to be courted and counseled with meaningful
communication. And that takes time and commitment.
If you're spending money on just ads, you might as well be throwing that
money down the drain. There is a better way. So if you're looking for a
long-term relationship with your audience, think campaigns not ads.
11. Think Message Not Hype
What message are you delivering to your online visitors? Are you telling them
you've got the best product, at the best price, with the best staff, and
world-class customer service? Is that what you saying? Guess what? Nobody cares,
because nobody believes you.
There is only one way to show people you're the best and that is to prove it,
but here's the catch, you can't prove it until they become customers. Whoops.
Okay, so what's the solution? How about a real marketing message that speaks to
what your audience really wants. It's not about you it's about them.
12. Think Personality Not Banality
Does your website just lie there like a lox; you know that cold, dead fish
that often comes with a bagel? No personality, just more of the same tedious,
dull, dreary, mind-numbing, tiresome, lackluster, monotonous, stuff everybody
else has. Boring! This is the new Web, so if you can't get with it, you'd better
get out because you're wasting your time and everybody else's.
You're so worried about downloading times that you forgot to put anything on
your site worth seeing or hearing. Check your logs. If people are jumping ship
faster than rats on a burning ship, it's time to try something new; like, maybe
some compelling content.
13. Think Branding Not Copyrights
Hay, I love the Beatles. I grew-up with them, and I have all their records -
ya records, like vinyl dude, not CDs. And guess what, I've also got a Mac, in
fact I've got a bunch of them, not to mention iPods and other assorted Apple
gizmos and gadgets. And you know something, I've never once got John, Paul,
George, or Ringo confused with Steve Jobs. Amazing!
Worry just a little less about all that small print stuff and more on
building a memorable brand that people will remember, and that nobody will
mistake for some johnny-come-lately imposter.
14. Think Positioning Not Slogan
It's funny how people have a position on almost everything: you name the
issue and people will have a definite opinion on what they think, except when it
comes to their businesses. Just because you have a cute slogan that you print
under your logo, doesn't mean you own a position in your audience's minds.
It seems businesses can't stand to make a definitive statement about who they
are and what they do. Why is that? Afraid they'll lose a customer I guess, but
if people don't understand exactly what you do, and why they should be doing
business with you, then they're never going to be customers anyway.
No company can be all things to all people and companies that try, never go
anywhere. Tell people who you are and what you do and forget about all the other
stuff, it just gets in the way.
15, Think Sensory Appeal Not Cents Appeal
Do you want people to sit-up and take notice of what you have to say? Do you
want people to actually remember what you're telling them? While if that's the
case, you better appeal to their senses, and we're talking about sights and
Deliver all your juicy, got-to-have content in an audio and video
presentation that will stick in people's heads.
If all you're doing is appealing to their desire to spend less, then maybe
they aren't the customers you're looking for anyway. Nobody can afford to sell
for less all the time, every time.
16. Think Identity Not Logos
Is your company the equivalent of the invisible man? You're on the Web, but
nobody cares because you're not saying anything worth listening to, and if they
do see you, you are instantly forgettable.
You've got to have an identity, a personality, an image, and there is no
better way to create that identity than with a video of a real person delivering
your marketing message in an entertaining, memorable manner.
17. Think Entertainment Not Biz-speak
Speaking of entertaining, you cannot engage, enlighten, or entertain if
everything you present sounds and looks like it came from some b-school text book,
or from one of those self-help courses on direct marketing guaranteed to make
you a millionaire in only three weeks.
Every business has a story to tell and they can all be presented in a
compelling way with a little imagination and creativity. And yes, even b-to-b
businesses can rise above the mundane and deadly boring, if only they take the
time and make the effort.
18. Think Communication Not Copy
Last but not least, let's all remember, that websites are about
communication. If you've got nothing to say, nothing to offer, or are afraid to
say what you can do for your audience, then how do you expect to be successful.
Filling your Web pages with keyword density prose and instantly forgettable
sale's copy is not going to win the day.
Whether you are presenting your case in text, audio, or video, it better be
interesting and enlightening - even text can be entertaining if written with
style and attitude.
When websites fail, they fail because they do not communicate a realistic,
believable, convincing marketing message.
About the Author
Jerry Bader is Senior Partner at MRPwebmedia, a website design firm that
specializes in Web-audio and Web-video. Visit
Contact at firstname.lastname@example.org or telephone (905) 764-1246.
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Article Published/Sorted/Amended on Scopulus 2007-10-14 22:51:03 in Computer Articles