In short, we may be witnessing the beginning of the end of the printed phone book. At the very least phone books are moving from the realm of the simply unnecessary to being perceived as actually wasteful and damaging. The demise of phone books may not be big news to anyone, but it’s an interesting time to think about your business and how well you have been adapting to the times:
Recently, we had a meeting with an organization seeking a new website.The prospect related with some angst, the multiple conflicting goals of the organization and the difficulty they’re having assuming a leadership position in their market.
One of the biggest changes in the past five years has been the shift from websites being virtual brochures to being much, much more. In the early days of the internet, say 5 to 10 years ago, a company’s website was typically a place to list information and show some attractive images. Today, smart companies have completely integrated their sites with their broader sales and marketing initiatives. Here are some ways that you can ensure that your site is a fully-functioning marketing machine rather than a static brochure:
Recently a client of ours for whom we do everything from web site work to direct marketing asked us to place a QR code on their next print ad. A QR code, for those unfamiliar, is a digital fingerprint — that looks like a square made up of a seemingly random organization of pixels — that when scanned with a smart phone, sends the user to a web page where the user can take advantage of an offer, buy an item, learn more etc.. In order to do this, the smart phone user must first download a “QR Reader, ” which will enable their smart phone to capture the data.
A colleague, Michelle Jones of NeWebMarketing just shared a great human interest article about Twitter, which highlights its dangers, but also demonstrates a marvelous handling of a mishap. In addition, it provides insight into how two very different organizations (Red Cross and Dogfish Head Brewery) use social media for marketing. It’s a quick read; take a look!
I’m finding it common that companies focus on getting their messaging right while being murky on their positioning.When I point this out, sometimes I get a blank stare or a comment that suggests to me that they view positioning and messaging as the same thing. Not understanding the difference can have big sales and marketing implications, but for now, let’s discuss how this impacts your web site.
What does the recession have in common with the average B2B website? In both cases, customers are conspicuously absent.
We received an RFP for a B2B website the other day. It was worded in a way as to constrain response to clearly specified tasks. When the firm called and asked us what made us different from the half dozen other firms that received the RFP, I said, “possibly nothing.” I wasn’t being flippant, just acknowledging that most anybody can create a basic website, the cost is dropping and the tools are improving.
Professional services businesses include, but are not limited to lawyers, accountants, management consultants, financial services, marketing, PR, design, architecture, engineering and construction.