Opportunity Awaits

With current Web based targeting methods being primarily driven by the objective of direct response, a huge untapped opportunity exists for demanding the attention of lucrative and engaged audiences – inspiring them to learn more.

Although immediate action is never a bad thing in most cases, especially given sales as the ultimate goal, in the Web world equal consideration should be given to a currently far less obvious potential benefit - the opportunity for good old fashioned trust and relationship building amongst people who care.

A smart and simple way to otpimize.

If you use social media (or don’t but perhaps are considering it) and haven’t taken advantage of utilizing the “Company Profile” (or something of the like) feature you should. Aside from being a great positioning opportunity in general, it is an easy way for you to enhance/optimize your search presence.

Just as with your website, using and incorporating meaningful, relevant keywords will increase your visibility online – specifically within search engines, online directories and social media (Google, Yahoo, Facebook, LinkedIn, and/or others). Blogging is another great way to optimize, alongside sharing valuable content if you have it.

Email Marketing Can Really Work

I came across an Adweek article today stating that “a recent international study yielded 58% of respondents saying an email-marketing message has prompted them to make a purchase at an offline store or via a call-center order desk.”

The article continues citing “57% said they’d be more likely to buy a product in a store after receiving a marketing email about it, with 54% of U.S. respondents answering likewise.”

The survey also yielded some interesting information relative to where the surveyed parties were most likely to submit their email addresses. “47% said via the company’s web site, 46% when placing an order, and, 45% during a consumer survey.”

We do quite a bit of email marketing at GCGage and what we’ve seen echoes the aforementioned. Two thoughts come to mind.

First, if you haven’t already strongly considered email marketing perhaps you should. In this day and age of extreme target ability - with the right message(s) and audience(s) (using an “in-house” and/or “opt-in” list) I firmly believe you’ll get meaningful results. I know many of you are already already are using this (communication) tool and reaping the benefits, but for those who aren't, there’s an opportunity at hand.

Second, if you aren’t already proactively collecting names, addresses, and permission to capitalize on and engage in conversation with your most important audiences – by all means start now.

When it comes to email quality over quantity is most important (in almost all cases), so, no worries if you don’t have a ton of information right away. If you feel strongly about growing your database quickly, supplementing with a purchased “opt-in” list can provide a “turbo boost” and is always an option.

Visible callouts (and “calls-to-action”) on your home page, basic data entry fields and capability, and simply asking and encouraging prospects and clients in person, via email or over the phone to sign up if they’re interested in meaningful correspondence are great places to begin.

"What Do I Get?" New Insight on an "Age-Old" Question.

In answer to the "age-old" question "What do I get for my Advertising?" (One of many answers I may add), a specific key benefit has recently and frequently been emerging in our client work that I would like to share. My hope is in your consideration of successfully deploying some of the more "traditional" driven messaging and communication tools (a la print and "E" advertising, Print Collateral, Direct and Email, etc.) in a "Positioning" driven manner the following will be a positive outcome you realize as well.

The benefit stems from the many positive applications for and uses of traditional media and positioning driven messaging relative to a variety of objectives. The positive effect of note is driving meaningful, enthusiastic, and ready to learn more people to your website, Facebook, Email and other "next step" communication mechanisms.

In today's world with an astounding number of tactical choices and alternatives to choose from (and/or impactfully mix and match), where positive outcomes are frequently overlooked, hard to recognize, or taken for granted - please consider this insight and hopefully feel a little bit better about "What you get" next time you choose to position, be more visible, and Advertise.

Establishing a Leading Brand

“Leadership is not about doing what is easy. It’s about doing what is right.” I recently came across this quote I think provides a wonderful opportunity for us all. Each day in our work, family and wide-variety of other roles we come across real opportunities and always have choices. We frequently face decisions where the easiest route is unfortunately not the best. Please keep this in mind as you proceed throughout your day – choosing to do what is right each time and being the best at it. When all is said and done this type of authenticity creates a truly "leading brand".

Truly Interactive

Prior to getting into more meaningful and interesting “Food-for-Thought”, I feel compelled to make a brief apology – and, clarify expectations moving forward. I realize this posting has been a long time coming, completely shooting the “real time” opportunity and aspect of this exciting new medium in the foot. I sincerely apologize for the delay.

That said, my goal with this “Blog” is delivering quality over quantity every time – completely out of respect for your time. I know your time is extremely valuable, don’t take it for granted, and, greatly appreciate your willingness to visit. It is my goal to make each moment you spend and every visit worth your while, and, I plan on doing just that moving ahead.

While on the subject, each time we update as hopefully you’ve realized, please count on email notification if you’ve provided your email address. At that time you’ll be assured your visit will pay off in new insight and information. That said, “on with the show ”, and, some hopefully new, relevant and/or interesting insight…

What is the first thing that comes to mind when you hear “Interactive”? Your website? You’re not alone, and, certainly the answer isn’t wrong. In fact, those understanding and utilizing their web site to the fullest brand/relationship building potential are benefitting from an extremely unique and powerful medium that enables visitors to learn, build trust, and build substantial and enduring relationships completely on their own terms and as they will.

Think about it a little more though, and/or read on. Hopefully I can provide a broader and more valuable perspective.

“Interactive”, the word, is an adjective assuming pro-activity and involvement. When defined fully, the word “Compelling” can also be included. As human beings living in a busy, cluttered world, life frequently has us staring at the tree instead of the forest.

As “Consumers” though, in light of this fact, we tend to walk around a bit, liking to learn and explore – building trust and gaining confidence along the way. This is perfectly natural, and a huge brand building opportunity, albeit extremely frustrating for those desiring to build relationships by “flicking a switch”.

I started off this “Blog” entry with an apology, yet trade-off, relative to “Substance”. I sincerely hope in your business, lives and relationships when it comes to “Substance” you do the same. A great place to start, in fact some great places, are in the messages you’re sending, engagement you’re facilitating, and ultimately actions you’re desiring and expecting across all communications mediums – as opposed to just one or two.

Daunting? Maybe. Overwhelming? Perhaps. Doesn’t have to be though. Impossible? Nothing is impossible – unless you convince yourself it is. Just pick the biggest tree, look closely, address it and move on. In doing so, and making a commitment instead of hollow or empty promises, you’ll enable your most important audiences to build substantial trust and truly interact.