The importance of content for the success of a website or a marketing campaign is undoubted. The design of content blocks, however, tends to remain underestimated.
Content design is the focus of an article by Aaliyah Madadi on the Content Marketing Institute website. Layout and the hierarchy of information will affect the manner in which people read, thus increasing or decreasing the attractiveness of the text.
The single most important element of your website is the “most wanted response”.
The term “most wanted response” or MWR was coined by e-commerce guru Ken Evoy. It refers to the one action you most want website visitors to do.
Examples of MWRs include order a product, subscribe to an e-newsletter, call you to arrange a consultation, fill out a form, or send you an email.
What do you want visitors to do?
Determining your MWR should be the very first task when you plan your website. Just ask yourself, “What is the ONE thing I want my website visitors to do?” You need to be very clear on this.
Once you’ve set your MWR you should design your entire site around encouraging visitors to take that one action.
Leads or sales?
For some companies making a direct sale from their website is their MWR. Especially if they’re selling products that are commonly bought online such as computer hardware and software, travel and accommodation, clothing and accessories or information products.
However, most businesses don’t want to make sales online.
The goal of most business websites is to generate customer enquiries and/or qualified leads that the sales team can follow up. If this is the case a sensible MWR is to get visitors to register their email addresses.
Getting customers to put their hands up
Ideally you’d love people to pick up the phone after they’re viewed your website. But most buyers use the web when they’re in research mode. Usually they’re not ready to pick up the phone yet. But they’re often willing to exchange their email address for some useful information.
So you should encourage visitors to register their contact details in exchange for a valuable freebie such as a report, newsletter or trial. Once you have prospects’ email addresses, you can follow them up to maximise sales conversions.
A well thought out MWR is the NUMBER ONE tactic for creating a profitable website.
Want to know whether your content is crap or gold? This article includes a simple set of criteria – the “seven hallmarks of compelling content” – that you can use to evaluate the quality of your website content, white papers, articles and other marketing materials.
Here’s David Meerman Scott’s take on how to write an “about us” page for your blog. Your about page is a vital piece of content for building credibility. You should always include your contact details too, because you never know when a journalist or prospective client may want to get in touch.
What can a movie about a male stripper teach you about engaging your audience? Plenty according to this article on Copyblogger. Like Magic Mike your content must demand attention, give your audience what they’re looking for, and reward loyal fans.
Have you ever wondered why companies use certain images in their Facebook ads? Some pictures may seem completely irrelevant to the company being advertised; but when you think about it, that “weird” image sure caught your eye, didn’t it?
“I hate marketing,” a friend of mine told me recently.
Despite owning two successful businesses my friend has a vehement distaste for marketing. I’ve found this attitude is quite common amongst small business owners. Many of them think marketing is either sleazy and dishonest, or ineffective and a waste of money.
I think these attitudes arise because there’s a misunderstanding of what marketing is. Hopefully this article will help set the record straight.
Here are six inspirational definitions of marketing from some of the world’s foremost experts on the topic:
1. Authenticity + Value
“Marketing is sharing with authenticity about the value that you offer to the world”.
By Robert Middleton, the creator of InfoGuru marketing.
2. Making the Best Case for Your Product
“My definition of ‘marketing’ is putting your product or service in its best light so that it persuades others to investigate and hopefully buy it.
“I think that marketing is basically a replacement for door-to-door selling. If we could all afford to knock on everyone’s door and put forward the best case for our product then we would, because one-on-one conversation is pretty hard to beat.
“But because that’s not possible, we come up with marketing that will, at the end of the day, be a replacement for what we would have said if we were having a chat.”
“Marketing is everything you do to promote your business, from the moment you conceive of it to the point at which customers buy your product or service and begin to patronize your business on a regular basis.
“The key words to remember are everything and regular basis.”
Brochures are a very popular marketing weapon for SMEs and corporates alike – even in this internet age.
The trouble with brochures is they’re expensive to produce and distribute, go out of date quickly, and are easy to ignore.
Worst of all, they often fail to make an impact on the bottom line. The reasons for this are many and varied, but include:
They’re used for selling rather than supporting the sale.
They’re used as a standalone tactic rather than as part of a complete sales strategy.
The marketing messages are vague and the copy is weak.
There’s no offer or call to action.
The end result is often a carton of dud brochures gathering dust in your storeroom.
To help you avoid this fate I have compiled a list of my favourite brochure copywriting resources from the best brochure copywriters in the business. These tips and tactics will help you create a brochure that not only will your customer will want to read, but will increase sales too: