Naked Web Marketing Part 2

The web shares

This should be a major consideration for web marketing, but instead it is ignored. A web marketer will suggest that we use Facebook, Twitter or Linked-in, among other social media because they all share. And that means that we forget about sharing through our own web site and we end up giving our best content away. And for what?

The time focus for Facebook is short. Even shorter for Twitter. Our best content should be shared from our own site first because it makes our web site stronger. Then we can feed bits to social media to attract attention. Attention from social media sites is very short lived and has to be constantly repeated, but on our own site the same information builds and attracts, and then builds and attracts even more.

If that doesn’t hit you between the eyes then you are not getting the significance of sharing. It is not just social media that can use this powerful aspect of web marketing and we would be wise not to put control of our most attractive content in the hands of social media. They can use or misuse it all however they please.

Web marketers don’t seem to get it

Web designers and web marketers are pretty much sold on letting trendy social media control your web marketing. They can make money by running your social media campaign, which may be quite alright if they also helped you share directly from your own web site.

Sharing is important for long term growth and it can be accomplished over time. Don’t rush or panic. The truth is that all your, so-called, competitors are not sharing and are not growing. Time is something you have a lot of, but there’s no time like the present for getting started. And you are probably wondering just what your business has to share with its market.

A brief list of the more important web attributes:

• No time or space limitations on web marketing

• The Internet swallowed all other media and makes them adapt to the web

• The web is a virtual reality – having many more nodes plugged in

• You don’t find your market – they find you

No time or space:

As soon as you start talking about your market’s biggest problem – You know, the one you solve – then you have all the time and space you could ever want. Your market likes that, it attracts them and it interests them. Keep going, talk about other problems they have so as to include an ever wider market.

Swallowed all other media:

The web is not like any other media. It can be your telephone, but it works differently. It can be your newspaper, but it works differently. It can even advertise and use push marketing, but most of the benefits come from using pull marketing. In fact, pull marketing is second nature to the web and has a much greater reach than trying to push.

The web is a virtual reality:

A virtual reality is no less real than a physical (material) reality, it’s just that a virtual reality has many more social, business and institutional connections all plugged in and ready to connect.

Your market finds you:

Your web market is anonymous. It is your web site that has to have attractive content in order to stand out from other sites. Web designers like to think their awesome designs attract but search engines don’t pay attention to graphics. Web marketers like to think their advertising attracts but web users (you and me included) try to ignore ads.

The biggest attraction for our market is when we share information about solving their problem. They didn’t come to our web site to see pretty web designs or to see and read our ads – they came thinking we could help them.

Attracting your market

Helping your market by sharing your information does not mean giving away the recipe to your secret sauce. Your competitors may want the secret but your market could care less. They are not going to mix up a batch of your secret sauce, instead they are going to want you to implement your secrets and pay you for doing that.

You will have many ways your secret sauce can be used and your web site can list them and hold them all. All of the problems your secret sauce has solved can be written up and go on the web. As you share all the problems and solutions you can remember you will be building a destination web site while other business owners are chasing after a market they can’t see or touch.

Web Marketing Channels Work As A Team, Not Individuals

If you read the excellent Hubspot blog, you readily come across the statement that “email marketing converts higher than any other form of web marketing.” One of the reasons I believe this to be true, is down to the fact that an email is very much like a one on one conversation, we’re focused on it’s contents. This is in contrast to social media, or generic web pages where there are all kinds of distractions to take us away from a specific message. Now this doesn’t mean that we should focus all of our assets and attention on email marketing exclusively. I never really see web channels as been better or worse than each other, instead I find it’s more a case of looking at where they fit in to the overall goal of discovering and converting new people to your tribe. How do your web marketing channels play as part of your web marketing team?

If we see an email in our inbox from someone whom we trust, or want to connect with, we read it with a more focused intention then we would do a quick, fun post on someone’s Facebook page. Email and social media are very different kinds of web marketing channel. As briefly discussed above, email is more like a one-on-one conversation. Provided we feel a certain trust with the person who originally sent the email, we are happy to give its contents the same kind of attention as if they were speaking to us via the phone.

On the other hand, social media pages are bit like being in a bar – often a very crowded bar! We don’t have a lot of airspace to say too much or to be too sophisticated. If it wasn’t enough to have many others messaging around us, social media also often limits the number of characters we can actually type. To entice people to listen to us on social media, we have to deliver a message quickly and with lots of strong energy. We can use images, or video, to capture people’s eyes, but whether we use words or more, our overall aim should be to entice them enough to click through and join us somewhere less crowded, i.e. our own web pages.

Even when people are on our own web pages we still can’t quite get all deep and meaningful with them like we can on email! Right now, we need to impress them. We have their attention, now we need to fuel it further. What better way than giving them something really useful, interesting and above all, free? In other words, we are treating them – because we want to get to know them better. This also sounds very much like we’re bringing in another web marketing channel commonly known as content marketing too.If our treat is enticing enough, we should get our visitors email address and permission to contact them again soon. It’s from here that we can really start to bring email marketing to the fore, we’ve moved from the noisy web marketing channel of social media, through the enticing temptations of content marketing to the more personal and thoughtful channel of email.

How long should we leave before we contact our new connections? We probably need to give them enough time to digests whatever it is we gave them as our treat. Things move quickly in the online world, the noisy bars of Facebook, Twitter and LinkedIn all have lots of beautiful and enticing messages to click on instead. So, a good guide is to leave your people alone for a couple of days and then email. We’re within our email channel now and we can be more thoughtful and insightful, provided we don’t become boring. Ask how they got on with our treat? Do they have any questions? Then cover off a common question that we are often asked that we want to share the answer to with them. Include information on who we are and what we believe in, what makes us different to everybody else they can find out there within our world. Always invite responses, questions and feedback – after all, you’re getting to know your new connection a lot better now. Managed well, by combining the different merits of social media and email marketing together within one overall web marketing strategy, you’ll start to turn complete strangers into leads who open your emails and seek to do business with you, when their need arises.

For the purpose of this article, we have focused on social media and email marketing as two web marketing channels working together, albeit with a little help from content marketing too. Instead of being viewed as individual lead generation channels, they actually all need each other in order to entice and develop new relationships online. On its own, email marketing will struggle to entice the connections that social media can bring, whilst social media will struggle to convey the deeper conversations that email can. Both of them would achieve little without the content “treat” on offer. Your web marketing channels are a team, each with their own strengths and weaknesses that in turn, help them play an important part within your overall web marketing goals. It’s really less about what working and what isn’t, and more about how everything is working together and how that can be maximised that leads to successful web marketing overall.

Naked Web Marketing – Part 1

Less means more

It’s possible to do too much and it happens with SEO where sites get penalized by search engines for stuffing keywords. It happens with web design where the graphics compete too much by complicating the navigation and minimizing the marketing content. It happens in web marketing when the sales hype or the boastful language gets too repetitive and turns customers away.

The thing to remember about bragging is that when you really are that good other people do the bragging for you.

Is naked web marketing a frightening thought?

Marketing without pretense should be a welcome idea. You cannot get close to your market when you are not yourself. When you look and sound like something you are not how can your web market relate? And why is it so important to relate to your web market?

If you can’t relate to the person you are talking to then how can you create a customer relationship? But even before we build relationships we have to understand how different the web is from all other marketing mediums.

The web is not like anything we have known before, so we can toss out the idea that we can market like newspapers. We can toss out the idea that our web site can market like television with a bit of video. Nor is our web confined to marketing like print advertising. All of the above are too limiting.

There is no time or space on the web

The reality is that the web swallowed all those marketing mediums and then altered how they would be used on the web. It was not the web that adapted to earlier media, but rather the other way around.

In a medium that has eliminated time and distance the rules for marketing are going to change. The only limitations about time or distance for the web is that of hardware issues and the speed of light. For all intent when a web site gets published it is available to all people everywhere in the world – at once.

And then consider the volume of space that any web site can make use of. For small business web sites we can say the space is limitless because the hosted space is megabytes more than we need.

Our small business web site can pack enormous amounts of info and be accessible everywhere at once. We can work toward turning the accessibility into more visibility as we shuck off those pretentious robes and get real.

We can’t run out of time

Suppose your web site just went live today. In a year it will still be there. In 4 years it will still be there. Just keep paying your hosting fee and the site will always be there.

Newspapers come and go, TV channels come and go, Best sellers come and go, but your web is isn’t going anywhere. This is important to know.

Your web site is not going anywhere because it is actually a destination – not a vehicle. We are conditioned to think that our business web site is going somewhere, like up the ranks with search engines or maybe Oprah will feature our site and it will really get going.

The truth is that our web site is stationary and the only thing that moves is our market if, and when, we attract them.

The web has a huge marketing potential

So why is our business web site not reaching anywhere near its potential? The main reason, in my mind, is because we are not letting our web sites live up to the web’s potential. Our marketing is too limiting as it is based on old offline marketing concepts. The world has changed and we are still using 20th century marketing concepts.

The 20th century marketing methods were always based on our business, our products, our location and our services. This focus is no longer appropriate for web marketing.

Small business web sites will need to look away from their own self interests and use their web site to cater to the needs of their market. No business web sites are doing this, other than just paying lip service. Do you see your market as the boss and do you take the time to know them and to give them what they want?

Imagine your market as millions of tiny kings and queens which require your attention, and your web site as the servant giving them that attention. How would you like to serve a million kings and queens and take their gold?

What does the web do better than any other marketing medium?

I keep asking this question because the answer is going to put wind beneath your wings. The answer is simple and in hindsight it stands out as a no-brainer, and yet it seemed like a revelation at the time.

Do you want to try and answer that question on your own?

Naked web marketing (part 2) will start off answering this question and tie it into other naked marketing methods. The goal is to see how a shift in awareness can be an experience where you have both a change of mind – and a change of heart.

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