Marketing: When The Noise Is Louder Than Your Voice

Noise in Marketing

On a public market the vendors shout at the passing crowd with potential customers in order to draw attention. However almost all vendors will be shouting their messages. The noise becomes louder than each voice.

Noise in Marketing is anything that gets in the way of the audience receiving the entire message which a company is trying to communicate.
This can be anything from bad message distribution, to regional differences, to wrong timing, to poor message execution.
However in many cases it can also be lack of understanding of the receiver.

Marketing noise can refer to similar, conflicting, or misleading advertising or the sheer volume of advertising of the same or similar products or services.

The barriers creating noise

Noise can be created by the barriers who obstruct sending clear messages to the target market.
– Language barriers
– Perceptual barriers
– Technical barriers
– Attention span barriers
– Overload of barriers
These are the important barriers marketers have to over come when it comes to communication.

Eliminating the noise

A company has several possibilities to eliminate as much noise as possible in their advertising campaigns or content marketing:
– Making the message clear and concise
– Applying best suiting marketing strategy
– Hiring focus groups to give feedback on their interpretation
– Test on a small target group
– Using multiple channels in the hope at least one channel will be received without noise

Overcoming noise

There is noise from all the advertising and content marketing messages which requires any company to shout louder or standing out in order to be heard. This requires the advertising or content messages to rise above this noise.
One solution is to have entertaining advertising or content marketing messages. Make sure your audience is listening.

The main goal is to become at the first place of mind awareness for the of potential customers.

How do you overcome this Marketing noise ?

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Top 16 To Keep Your Visitors Longer On Your Website

We all dislike high bounce rates. We want to keep our visitors as long as possible on our website and keep their interest. The longer – the more likely they will remember the company or brand or product or solution.

In order to make people stay longer consider some of these solutions and tricks:

1. Few fonts

Two or three fonts is considered as OK. More fonts will file your website as outdated. Too many fonts will clutter your webpages.

2. Large fonts

Too small font and a large population won’t be able to read it: visually impaired, elderly people (over 40 even), tired people.
At least 16 pixels or more for body copy as then the size compares to the size in a book or printed magazine taking into account the 23 to 28 inches distance from the display.

3. Remove clutter

When a visitor lands on a web page he will decide in less than 15 seconds to continue or to leave. If there is too much or too many things going on on a web page he will be confused and leave.

4. Small content blocks

If a block of content is to large, people will just read the first line and then start skipping lines. People on the Internet are impatient. You need to have consumable blocks of content.

5. Visual breaks

In order to break-up long content blocks, the use of:
– Headings
– Sub-headings
– Bulleted lists
– Numbered lists
will help and will also allow for people to quickly assume the content

6. Images of people

Adding images with people – especially faces will increase the stay on a web page or even increase the conversion rate. It makes your website more human and creates some kind of trustworthiness.

7. Avoid typical photographs

Be aware that the typical stock photographs are known and most people have seen them already. Hence you need original photos or “Photoshop” images in order to make them more unique or attractive.

8. Data and stats for brand recognition

Stories can be retold but is not often feasible as an audience is required.
Data and stats will be remembered and can easily be used in any related conversation in order to make the person interesting. Numbers or figures can be used quickly in order to grab the attention in a meeting or conversation. This person will have visited more than once and will remember your brand or company or product.

9. Data and stats for trust

Data and statistics will add trust to your website as it requires effort, time and money to generate or to collect data or stats.
People will find your website more interesting and it will add to the trustworthiness of your website and company.

10. Internal links

On each page or in each content part at least one link towards another page should be present. Preferably two or three links. These links can be anywhere on the page, but from the middle to the lower are more suitable as you have given them the time to grasp the main message of the first page.

11. Engage

If possible ask open questions and aim for people to answer or comment on your webpage. if the take time to create and type a reply they surely have given your question a thought which results in a longer stay and a higher likelihood of brand and company recognition.

12. External links to new pages

If you need to have external links on your website then they each should open on a new page. Opening on the same page over your website makes them leaving your website. Hence the visitor is lost.

13. Limited messages per page

Apparently people are capable of remembering only two or three messages. Hence you need to limit the number of messages on a webpage too as anything more will cause to forget all additional messages.

14. The Back button stopper

When people click on the back button they have decided to leave the page and website. The best solution is to have a pop-up window that asks a relevant question or refers a link to a possible interesting page that they haven’t visited previously. Chances are visitors will stay on your website by replying to the question or visiting the referred page.

15. Relevant content

Once landed on your website and with the knowledge of their search terms used or the referring website page, you could suggest in a pop-up relevant additional information or a link to a page containing such information.

16. Entertainment marketing

People like to be entertained. Your website could not only provide useful information and data but also some kind of entertainment in the form of textual, visual or video content. Chances are high that visitors will take the time for the entertainment resulting a longer stay on your website and more brand recognition.

How did you decrease your bonce rate ?

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The Death Of Cold Calling Is Now

Once upon a time the daily work of salesmen and sales reps was to cold call a number of people on a list in order to present them a product or service and aiming to get an appointment.
Those days are gone.

As technology evolved a similar technique with faxes and emails has existed but these methods are also doomed.
The main reason lies in the fact that the cold calls are made without or with little information about the potential customer. Whether the customer really has a need or not the call was being made.

Nowadays there are a number of tools or services available that inform the salesman or sales rep about the interest, need or level of interest of a potential customer before any call or contact has been made:

Search Engines

Search engines are probably the main source for your website traffic. Most of these visitors having used a search engine are looking for a solution. The challenge is to get into contact with the visitor. One of the solutions is to install an online chat on your website which will allow the visitor to contact you without the need of leaving any (apparent) contact detail information which gives a level of freedom. The challenge is to turn the chat from an informative conversation into a conversation where the visitor exposes more information than he was intending to do. This will allow to stay in contact with the potential customer afterwards.

Website Contacts

It is rare but some people actually contact your company through the contact page on your website. Nothing easier than to start a conversation with them by email or telephone call.

Inbound Marketing

As all your Marketing communications and campaigns or Content Marketing should generate interest, these marketign efforts will persuade people contacting your company. Once a contact made then no cold is required anymore.

Social Media

Social media – especially LinkedIn – allows to post content which can trigger interest from potential customers. This can be by replies to the post or even direct contact by themselves.
The same can happen by just replying to posts of other people or companies which again triggers the interest of a potential customer resulting in a public conversation on the social media.
No cold calling involved as the salesman or sales rep is already in a conversation with the potential customer.

Website Visitors

In all your marketing communications your website is referred, which is likely to generate traffic on your website.
Companies that visit your website in search of a solution are likely to be potential customers. So if you have installed a web service that reveal the companies visiting with their interest and level of interest, then contacting these visiting companies is no longer real cold calling.

Cold Calling is death (or hardly existent)

Do you still Cold Call ?

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Six Ways To Increase Website Interest: Stay Return Convert

Your website traffic will flourish or die with its’ content. The content is required for generating interest which will result in more traffic.

Keep it simple

If you explain your solutions in a complicate way only nerds or experts will understand. You need to tell people in a simple and easy to understand manner your solutions or products even in case they are high tech. If you can’t then the interest will be minimal and there will be no forwarding of your website to peers.

Observations, info or stats

Analysis, key numbers or stats that can be mentioned to other people will help generate interest. People will remember this info or info-graphics. This can be social or generic observations, data or statistics that are worth telling to peers.

Interactive website

A website that looks like or is just a catalog will not engage much people. For a start is visual content a must have: pictures, photo’s, video, charts, graphics – this is because people will take time to look into the visuals instead of the written content. Moreover visuals will be remembered much better. You can drive people to engage by adding a test, polls or downloads. tease them with more free info if they leave their email address.

Surprise

The unexpected helps to create interest and will be remembered. Moreover the surprise will be told to others or forwarded to peers. Emotion works very effectively with consumers but works almost as well in Business-To-Business. Creating the unexpected is very challenging as the visitors (audience) need to understand and feel related. Moreover it has to be renewed over time as the unexpected wears out.

Product and solution information

You can be losing 50% of potential sales due to inadequate online information about your products, solutions or even your company / management information. Hence make sure your product and solutions information is complete and understandable)

Educate

Nobody is too old to learn. And nobody knows everything. Hence your website must seize the opportunity to educate its’ visitors. Once you have learned someone something he is not likely to forget your website or company.

How strong is your website in attracting and converting visitors ?

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Comparing Email vs Social Media vs Content Marketing

Email Marketing

Using Email Marketing is aiming at a herd (selected population) hoping the hit someone interested and having a demand for your solution at that very moment.
Almost shooting in the wild as there are too many coincidences needed to be successful.

Social Media Marketing

Using Social Media Marketing allows you to aim solely at people who know your company or people that are part of an interest group in your business.
Hence limited but focused with higher chances to success than email marketing.

Content Marketing

In Content Marketing you aim to attract interested parties.
Hence you directly address to possible interested parties which should result in a relatively high success rate.

If none of the above work then there is always Cold Calling or you could aim for the synergy between Social Media Marketing and Content Marketing.

What do you prefer or what allows you to score best ?

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How To Create A Website That Sells

The competition on the Internet is high as all websites are screaming for the attention of the potential customers.
You need to stand out and capture their interest.

Providing useful information

Not self-promotional content but valuable and useful information about your industry as the potential customers will research the Internet for information and answers.
Hence invest your time to create white papers, case studies, informative tutorials, blog posts, how-to guides, presentations, videos and eBooks in order to share them on your website.

Demonstrate expertise

Besides the useful information on your website and published documents, a blog about the business or industry is needed to show your expertise. When customers are deciding to buy they are likely to remember the source of the information that is being used to make the decision. This will lead to your company and solutions.
Additionally the blog will improve your search engine results.

Calls to action

Wherever possible you must include calls to action for obtaining additional that has to be ‘paid’ by offering up their contact information: at least their email address.
Once this contact data collected marketing needs to remind about your business or solutions and encourage to engage further. On their turn sales needs to follow-up and try to nurture.

Drive traffic

You will need to add new and original content on a regular basis in order to keep your search ranking on Google and to keep visitors coming.

Make noise

All new published content should be shared or at least mentioned with a link on all possible social media. This noise could spark more interest as people forward or re-share the content.

Enhancing inbound marketing

Your content marketing of your website will generate inbound marketing. In order to enhance this you should use a web service that reveals the companies visiting and their interest in your products or solutions. This allows sales to focus solely on really interested companies as (several) employee(s) have been visiting the website and sales knows what they are interested in by the search terms used and the pages visited.

How well scores your website for selling ? Place for improvement ?

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The Method To Create Valuable Content

Some people (not many) are able to write and create great content. It is their given.
All other people need to do their best to achieve writing valuable content.

In order to help you in the process of writing great or valuable content you can use this checklist:

Understandable

Will the reader understand what you are writing about ?
– Adjust to the reading level of the audience
– State your subject, idea or concept clearly
– Define the context in order not to be misunderstood
– Address to the reader
– Make the reader recognize the situation or circumstances

Question to ask yourself: can the visitors understand my content ?

Fast content

People are impatient and don’t want to waste their time:
– Front-loading (inverted pyramid style): put the most important or newsworthy information at the top. Important details in the middle. And general data or background info at the bottom.
– Quickly and easily assessable content: with a fast scan your visitors should be convinced to start reading the content.

Question to ask yourself: can the visitors assess my content fast ?

Digestive

– Split your content into short chunks that can be scanned easily
– One idea, concept or information per paragraph: avoid all complexity

Question to ask yourself: one thing per paragraph ?

Readable

Make it easy for people to read or just scan your text:
– Stick to the same style guide or pattern
– Use headings for each paragraph
– Use numbered lists and bullets
– Highlight what’s important

Question to ask yourself: how does my page look ?

Findable

Even the best content can be not findable:
– Use tags:
– Use metadata
– Catchy title
– Add descriptors if possible
– Add keywords
– Insert links to related content: the more the better
– In case there are images add the Alt tags

Question to ask yourself: did I add all the things to optimize findability ?

How is your content created ?

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Top Free Social Media Analysis Tools

We all like free tools as budgets are tight and demand for information on social media marketing is high.
Hence this Social Media Analysis list:

The most versatile:
Buzzsumo for Tweets, Facebook shares, LinkedIn shares, Pinterest shares and Google+ shares
GoogleAlerts whatever on the Internet
SharedCount tracks URL shares, likes, tweets, and more
ShareTally Facebook, Twitter, LinkedIn, Google+, Pinterest, StumbleUpon, Reddit, Buffer, Delicious, Inbound.org, Pocket, TheWebBlend, ScoopIt, BlogEngage, HackerNews, BizSugar, Xing, DesignFloat, VKontakte, Fancy
SocialCrawlytics Crawls the Internet
Topsy analyzes Tweets and more

The rest are mostly about Twitter:
Commun.it Twitter analysis
Klout Social Media Analytics Tool
LikeAlyzer Facebook likes
Manage Flitter very limited free plan to analyze Twitter
SimplyMeasured some free rather limited tools
SocialRank Twitter analysis
TagBoard Twitter tags
Twazzup Twitter analysis
TweetReach Tweets reach
Tweriod Twitter analysis
Twtrland Twitter analysis

Just try in order to find what suits you best.

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Content Marketing Tricks

Content promotion timing

Start promoting earlier than you would originally plan to do. Don’t wait until the new product or service is actually available. You have to build momentum which takes time. The more noise you create early the higher the likelihood to be heard.

Marketing momentum

Trying to achieve the marketing momentum solely is a huge task and challenge. Moreover as all the content is from the same source the search engines will put less value to it.
if you could convince other people or sources to create content about your new product or service the amount of content will be more important and more importantly from different sources which is better appraised by the search engines.

Redistribution of content

Whereas you have the issue to distribute content and get interest for your content, others are in need of new content. Websites, publications, journalists are in need of content. If you can make your content usable and available for them,chances are your content will be reused and distributed through different channels.
Of course you need to persuade the people involved and have your content interesting enough for them.

Multiple content streams

If you have only one content stream chances are lower that your content gets redistributed or gains momentum. The more content streams and channels you use the more likely to get picked up or redistributed.
So instead of having just a blog, use additional channels (Twitter, Facebook, Pinterest, LinkedIn,…) with the same or similar content

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Intelligent Content Is The Future Of Content

Intelligent content comes with many advantages:

Automatically adaptable to different channels

Adapting content to different channels (Smartphones, tablets, laptops, desktops, Smart TVs,..) is pain and a burden as the same content need to be reformatted and adapted to each channel.
Intelligent Content will be automatically adapted to different devices without human intervention. This will reduce content costs and increase delivery.
Adding a new device it only requires a set of rules for defining how to adapt all of your content to the new device. No more reworking all of your content for every new device or channel.

Automatic reconfiguration

Intelligent Content is modular which allows for rapid reconfiguration of the content. parts of content can easily be added or removed or appended for adjusting the change in requirement for customers, markets or products.

Re-usability of content

Reduced creation costs
Once content is created it is always beneficial if it can be reused. By using existing components of content in different ways much more content can be created in a short amount of time.

Less new content required
The amount of new content an author has to create is reduced and thus it saves time an costs. Moreover the review costs are reduced too as already reviewed parts are being used in the new content.

Content manageability
Manage benefit and reduced cost: If the original content is changed then the reused content too as it is updated automatically everywhere that piece of content appears.

Reduced translation costs
As the content consists of modules then only the new modules need to be translated. And also the review of the translation costs is reduced significantly.
Again the delivery of the content in different languages is speeded up too.

Content consistency and quality increase
As the original content is reused many times, consistency is guaranteed. There is no copying and pasting of content in aleatory manners which allows for inconsistency to creep in as when the original content gets updated all the reused content gets updated too, which is not the case for copy/pasted content.

Automatic discovery

Tagging content with semantic metadata (text, images, video, audio, …), the content is discovered automatically by the bots of search engines.

When will you introduce Intelligent Content in your company ?

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