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Leaning Tower of Pisa Online Marketing
If I were to build another floor on the leaning tower of Pisa, would you invest?
Many moons ago when studying to be a personal trainer , one analogy always stuck with me. it was relevant to ALL parts of life when tackling projects, NOT just the human body.
Do you plan carefully when building your online marketing structure, by knowing your audience and what they value? Here’s some questions you should ask to help you optimize the content you create for them:
How do your customers receive their information. Is it an RSS feed they subscribe to? Or do they not have the time to read your blog, but prefer a podcast? It’s not tough to figure it out – Just ask! Survey Monkey is a free online tool (premium options are available as well), to build an online questionnaire you can send to your audience – I encourage you to incentivize it – something free or the chance to be entered into a drawing for a premium offering. I did this recently for a beta test and people jumped on the opportunity to be a part of it.
Knowing how your customers want to receive the information you want to share is crucial to having a solid online marketing foundation.
WHAT information is most desired? Does your audience only want to receive discounts? Updates? You have to know what it is that they want before you can even dig into the earth!
If your online marketing campaign falls flat, it will reflect on your brand, whether you wanted it to or not. Sloppy, misspelled emails or blog posts or unprofessional content will NOT help to build your structure. THAT’S like building another floor on the leaning tower of Pisa! And your customers won’t want to invest. There’s no second chance for a first impression – get it right and plan your strategy carefully. It WILL pay off.
Use grassroots marketing and promotions as your mortar. Online marketing cannot be ignored in today’s fast paced, on the go world, but it’s just one channel – ONE FLOOR of your structure. Traditional marketing methods like direct mail, radio, tv, print – are all effective, because they are still touch points. But in those grassroots, traditional marketing methods, are you letting your audience know that you are ALSO on Facebook? ALSO have a blog? Or a mobile marketing campaign and iPhone app (yes, there’s different levels!)?
Any touchpoint that you have with your customer, you need to have a web connecting them all. It’s a valuable service to let people know that they can connect with you and/or find out more information from you in the most convenient way possible for them.
You can think of it as mortar (this is a brick structure we’re comparing to!), or maybe the electric connections or plumbing. Anything that links it all together. You can’t expect someone to come in the side entrance if they never knew it was there, right? You must connect all parts of your structure to make it a structure worth building upon and investing more in – whether that’s time OR money!
There are quite a few good analogies I’ve seen to building online marketing campaigns with a solid foundation (the most recently related to a post by AWeber’s email marketing channel. This is what inspired today’s post!
What are YOUR thoughts in building an online marketing strategy? Social Media? Email marketing? Paid Search? SEO?
btw – WOW stood for Women’s Outdoor Workout, in my past life as a personal trainer – but although I changed careers, I loved the work that first taught me about the need to build a strategy and a program – setting goals and knowing how to get there is SO relevant to online marketing!
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