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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.

Web Marketing As Psychological Programming

People love to learn secrets

I think that everyone has come across one of those web pages written up in the style of long sales copy. The page scrolls down for a long way and every few paragraphs it tantalizes you by saying that you will be told the secret to success, but first it needs to tease you some more and so the long sales copy continues without ever revealing the promised secret.

All the way to the bottom of the page and after much scrolling you get to the final big button to sign up. This big button is no different from the smaller ones closer to the top of the sales copy, but it acts like the grand finale now that you are properly programmed and ready to buy.

Programmed to act accordingly

In the long sales copy the only thing being offered is information that is for sale and the reason for the long sales copy is so that it can write a little program in your head. To do the programming the sales copy need to repeat itself at least 3 times on every major point being made. If you are aware of this then you can see what is happening as you read the long sales copy.

Short sales copy doesn’t work the same way because the short version relies on a certain amount of programming already being in place. We all have a certain amount of programing in place because we live in a marketing environment where we are bombarded with advertising.

Programming comes in threes

In the same way that if we use a new word 3 times it helps us to retain the use of the new word. Programming works in the same way. Television ads repeat the message and the musical jingle to penetrate both our consciousness and our sub-consciousness. The objective is to lodge the product name deep in our thought processes. We may get up when a commercial comes on and go make a cup of tea, but we are still being programmed if we are in earshot of the TV.

We program our young children not to run out onto the road. We repeat the message over and over with emotional emphasis. It’s for their own safety. We hope the programming takes a firm hold and will stop them at the edge of the sidewalk. Then it has done its job.

When a young adult joins the military they will undergo a period of deprogramming to strip away their old habits of thinking and then receive new instructions. Learning something new is not so difficult as getting rid of the old thought patterns. This is what marketing professionals are up against and they use whatever tools that are on hand.

Psychological programming or re-programming

If we want to change our old habits then new programming needs to be repeated often over a period of time. In sales and marketing it is the advertising that attempts to program us, and it is the long sales copy that has the best chance of doing this if people will read the whole page.

The programming is only partially in the repeated message. Some messages are crafted with skill and are more successful. There is a whole rack of positive and negative buttons to push for creating a sale. So we can say that programming is not just repetition but also emotional stimulation.

It is the thought that counts the most but it is the emotional emphasis that captures our attention. Just bringing up logical reasons for switching brands doesn’t always get the attention it deserves. Nor does instilling a little fear sway us to buy a new brand. It is when emotional buttons are pushed and strong logic is presented together that we see a persuasive advertisement.

What happens when you are aware of the programming?

Seldom do we see the programming coming at us because of our own preoccupation with life. This is the same preoccupation that advertising is designed to break through and grab our attention. And when the ad does get our attention we are not looking at the ad itself because we are focused on the message.

However, when we look at what the ad is doing this is when our thinking shifts dramatically. Now that we are aware of the advertising itself we start to see the repeated points and the emotional emphasis. In this way we are able to see the value, if any, being offered and be conscious of the manipulation taking place.

The rule is “Buyer beware”, but a better rule is “Buyer be aware.”

Is programming the only way to market a product?

We are not children about to run out into the street and in the market place we may feel insulted to be treated with the invalidation that advertising carries. Anytime an advertisement does our thinking for us it is nothing short of invalidation. The ad is telling us that we cannot make a good decision on our own.

We can feel the invalidation even if we don’t understand it and we can safely assume that our own market is as sensitive as we are.

In a competitive market place we may be inclined to push with programming and get the job done, and there is always an argument in favor of doing just this. However, the web provides a different option and instead of pushing our market to make a purchase there is the more powerful method of pulling. Call it attraction or magnetic marketing but it works over greater distances and for longer durations of time.

Marketing by attraction was not usually a preferred choice in the brick & mortar world because there was no practical means of marketing a small or medium business over great distance. The cost was too high and the logistics of business growth was a big risk to take.

The web has turned this around

Our web page can scroll down for miles, although this is not a recommended strategy for providing the best and most complete information for our market. There are better ways for navigation to provide the desired information. But what it means is that our web site can attract a market by offering a complete service to our market beginning with information and education.

When is the last time you’ve been in a big box store and had to look for service? What about not finding the information you need on a web site? It’s the same poor service, except there is no excuse for a web site to not be a full service 24/7 outlet. You can put everything you’ve got at the moment into the site just once and never have to repeat the effort. You just add more info as it comes along.

Eliminate the cost of time & space

Space on our web site is not costly. Distance is not a problem. Time has no meaning. The real challenge for us is to be in the top 10 for our preferred search terms. And it turns out that this is not much of a problem either if we provide the quantity and quality of content that our market wants from us because it is the same thing the search engines look for.

With quality information and education we do not need to program our market. We have plenty of time and space to attract our market without pushing them into a purchase. Such a web site has depth and will attract those portions of a market early in the buying cycle. They want and need our assistance as we build a mutual relationship.

The web and its ability to pull, or attract, a market was never possible in the brick and mortar world where every word had a cost and every mile ate up resources. When we look at web marketing as information then we have to wonder why there are so many small business web sites pushing with the high cost of advertising and consumption of resources when pulling reaches further t a lower cost.

Have we been programmed to market our web site a certain way?