Fundamental #2:
How and where do your audiences choose? What has the most impact on a final decision?
We call it the point of choice. Once a prospect has found you, what helps them choose to look further, to call, to visit, to click, to buy?
For some companies a demo works best.
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For some companies a demo works best. |
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For colleges a campus visit is a game changer. |
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Package design drives an in-store purchase. |
Where do you see the biggest response from your audiences? At what point in the process of interest, engagement, and decision? Use that. Build your brand there first.
Essential Tip #5: Focus your marketing on your points of choice. That’s where you’ll stimulate more response. And where you’ll see the best return on your marketing dollars.
Essential Tip #6: Leverage your points of choice to impact your marketing results. Create “at a glance” information supported by the brand message and persona.
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Ask for action, don’t leave it up to the viewer. Give them next steps. |
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Make it easy for someone to respond: simplify the process; use visual cues; clearly outline what the next steps are. |
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Use a video on your website for a virtual tour or product demo (some people like to read, lots of people like to watch, especially on mobile). |
Often small things can make a big difference. Simplify a web page or create a button for a call to action. Bigger type and a shorter message. A graphic instead of text. Add a testimonial to validate what you offer or trust symbols to create confidence. Use color and visuals to lead a reader/viewer to the step you want them to take.
Essential Tip #7: Build your mobile-friendly website to answer questions, to help your audiences choose. Just listing what you offer doesn’t cut it any more.
There’s so much change happening in marketing—it can be confusing and overwhelming. Talk to us. Use our experience and ideas to formulate and guide your strategy for 2014. We can consult, audit where you are now and provide direction. Or work with you to create an updated program to generate ginormous response.
Meanwhile, download our updated point of choice worksheet. It will help you identify where to focus your marketing message and dollars to transform your marketing this year.
P.S. Wondering where to start your transformation? We’ve posted “Five essential marketing questions” on our blog. Check out No. 1 of 5.
