Why is it so hard to change your web content? Here are some top reasons that we have observed:
-There are many people involved- on the technical back end side. These could be an in-house tech team or a vendor agency.
-Technical folks don’t seem to have clear instructions from their bosses. If you are the person doing the changes, your boss seems to give more priority to some managers than others.
-Organizational politics play a big role. A less powerful department manager asks for a “contact us” form on a particular page. “The contact form is already there on another page”, the tech person reasons. He/she now needs to discuss with the technical boss. And this could take weeks unless the requesting manager keeps reminding. In case the requesting manager forgets and the tech folks forget- it never gets done. Meanwhile, the advertising agency keeps spending money driving traffic to the department page. The results are lackluster.
The backstory starts in the pre-internet age when sales folks were very reluctant to adopt technology because they wanted to keep their leads to themselves. After all, commissions were earned depending on who “closed” the sale. Similarly in direct mail and catalogs, the coupon code and a mailed in order identified which mailing worked. As digital and internet marketing developed, the legacy metrics were adopted and “last click attribution” became important. If you think about it “last click” or the ad that you clicked mirrored the “sales closing” and fitted neatly with the old direct mail coupon code model. All you had to do was to put a code on the ad, email and upon checkout just match the ad to the transaction and “Eureka” you had attributed the ad spend, specific email or ad to the purchase.
Social Media has galvanized us to share our best face with the world. Go to any event (e.g. weddings) and you will find everyone taking pictures on their cell phones. This despite the professional photographers trying to do their best and stay relevant in the age of the smart phone. You have a public personaContinue reading “You can’t lie to Google but try to look great on Social Media: Search vs. Display Ads”
The days of information asymmetry are over. Information is no longer power. And Google and other search engines are just getting started. The notion of the used car salesman trying to sell a “lemon” is a relic of the pre-internet era. Today, the entire history of a used car is available to consumers through servicesContinue reading “Educating the customer is a central task for marketers”
A landing page is a specific page on a website where a web visitor “lands”. Your web visitor could be a prospective customer looking for your solution or an existing customer looking for customer service. Your customer can get to your web-page or landing page in two ways a) through your content based SEO or b)Continue reading “Landing Pages for SEO vs Landing Pages for Advertising”
You are making sales calls and some customers are unresponsive even after initial conversations. It is quite possible that these people do not have the problem that your business solves. They haven’t yet Googled about the problem you solve! For people are looking for solutions to their problems and all businesses exist to solve customerContinue reading “If they haven’t Googled about the problem you solve …”
What if you could know what exactly your customer typed on the Google Search bar that led her/him to your website? The “search terms” report in Google AdWords is an amazing way to do just that. The search terms report tell you exactly what your customer typed on the Google search bar. The search termsContinue reading “What are your customers searching for? – The Search Terms report in Google AdWords”
The Trump (@realDonaldTrump) effect in Marketing and Supply Chain is that CEO’s worldwide will take more interest in the operational decisions in marketing and supply chain. While Chief Marketing Officers (CMO’s) being rainmakers have more visibility in organizations, the supply chain folks tend to be sidelined. The CSO (Chief Supply Officer/Head of Procurement/Purchasing) typically reportsContinue reading “Trump Effect: Five reasons why CEO’s will become more involved in Marketing and Supply Chain”
It’s useful to think about paid web advertising (eg.Google AdWords, Facebook advertising) as Brand Building vs. e-Commerce: Brand Building: Brand building is more at the upper end of the sales funnel. The purpose of the advertising is to build awareness and inform the potential customer in the target market. A great way to understand howContinue reading “Why web advertising for e-Commerce is different from Brand Building”
The iPhone 7 launched yesterday. The biggest buzz is about the wireless headphones and the removal of the headphone jack.One more urgent reason to make your website mobile friendly. (plug your website URL to the Google Mobile Friendly Test tool to see if you are already mobile friendly). But first more about the iPhone 7Continue reading “Don’t have a mobile website? Why the new iPhone7 should make you worry”