FAQ: Isn't traditional media dead? Hasn't the world gone totally digital?
Answer: Not quite. Online digital, or offline print, broadcast, direct mail or outdoor are just various mediums. The best ROI dollars spent start with optimizing your search engine results. Those are the bread crumbs that lead your prospects to your eventual point-of-sale. Search engine optimization is the most potent part of digital, followed by content quality, consistent repetition and graphic continuity that together deliver successful selling messages, no matter the medium. You've heard of occasionally de-cluttering your house? A business requires the same de-cluttering, especially one with lots of brands, departments or division participants. Communicating with a single voice, a consistent look and feel has its benefits, often subliminal, but definitely benefits. "Digital" allows marketers a much more refined method of making those impressions.
FAQ: With all the social media choices, does paying for media exposure ever make sense?
Answer: As usual, nothing is ever free. Unless your own time or someone on your staff's time has no value. Well strategized, effective social media takes time to plan, execute and keep current. Chronic timely and accurate updating is the price you pay for necessary ongoing social media maintenance.
FAQ: Other than print and digital content, what exactly does Jim Sweas Creative Services offer a client?
Answer: Ultimately, I give direction and guidance of how to stay on a path. I establish content with a single voice. Words with consistent messaging. And of course, a visual presentation consistent with the order and simplicity you should be promising and delivering to your customers and prospects at every glance. It may start with a business card or a showroom brochure. But consistent messaging should be the ultimate goal for any business.
FAQ: What’s the biggest challenge of maintaining one’s online presence?
Answer: Limiting staff contributions only to one’s assigned areas of responsibility is important. Social Media is a good example. For most businesses, social has become what we used to call an ad budget. But this time the exposure doesn't always have a huge media invoice attached to it. But the content still needs to satisfy human interest. It allows prospects to comment on your products and services, then the opportunity for you the marketer to further improve your buyer benefits. Social is also a great place to monitor your competitors and see what they're up to at the same time.
FAQ: How many portals (URLs) or microsites are too many?
Answer: Customers/shoppers want to find exactly what they're looking for, quickly. Your company's amount of cross sell is permissible, but needs to be well organized. The more departments or products/services you have to sell, the more diligently organized you have to be. There's a reason most websites have a HOME page. Because when even the patient viewer gets lost on a busy website, finding HOME — your home is a reassuring place to be.
FAQ. What’s one of the bigger mistakes made by online marketers?
Answer: In my opinion, implanting links to other departments, products or services — or heaven forbid, links to youtube or instagram or pinterest can all be dangerous. Once they leave your site, you run the risk of never seeing some prospects again because they were distracted by shinier objects than yours. Think of this as the online version of channel surfing.
FAQ: Using video to enhance your selling is effective, right?
Answer: Video is very effective. But my advice is to embed all video on your company website or nest your videos on a professional video system like vimeo or wistia where only your content is available to the viewer. A weak alternative like establishing your own youtube channel is not necessarily a good idea. My strong advice: keep your shoppers away from any link to another destination! You're likely not interested in the vast majority of youtube's or instagram's or pinterest's billions of visitors anyway. Don't be distracted by the theory of big numbers. The size of your targeted grasp is way more important than the size of your potential reach.
FAQ. Why is a "landing page" so important?
Answer: Especially on an e-commerce site, a landing page has one important purpose: It invites a shopper to give you their contact information to use for future outbound messaging. This provides you the best way to target that visitor's preferences. That information inside professional automation marketing system software like marketo or hubspot or salesforce allows you to pinpoint and follow up with your prospects.
FAQ: Your best advice to a novice or a seasoned pro?
Answer: As often as possible, try to rely on this acronym: K.I.S.S. (Keep it simple, stupid!)
FAQ. What’s among the best online executions?
Answer: It would be a perfect world if all sites were commerce sites (Look here, Buy here, Pay here). Truth is, many shoppers or browers are looking for more detailed information to help make their buying decisions easier. Many details are best downloaded as PDF or e-book or infographic files by the shopper. It gives them more time to reflect offline at their own pace, and it gives you the marketer more space to elaborate on your benefits to the buyer, especially where a considerable purchase is involved.
Now, How can Jim Sweas help you? Let's start that discussion here…
Jim Sweas Creative Services