CANOODLING BETWEEN DESIGN, CONTENT, AND STRATEGY
There's love in the air. We're talking about the relationship that's occurring at fulcrum of your online marketing: your website. How the trinity of your Web resources—design, content, and strategy—play off of each other will spell the difference between site conversions and online sales, and a stagnant yet flashy page you can show off to your relatives. Like any good relationship, if one partner gives up, the whole thing can go to pot in a hurry.
To keep love in the air, make sure every element backs the other two up. Your design should reflect your site content, and carry your attitude across every page. Are you bright, colorful, young? Keep that style in your graphics, by all means, but reflect it in every sentence you put on the Web. Back up your high-energy brand with high-energy SEO, including blogs with regular updates, Facebook and Twitter presences, and offline advertising that drives visitors to your website.
Don't let anything falter. Some of the most amazing websites in the world will never be seen because their owners lack the strategy element—an essential piece in obtaining visitors and earning more business. Inject some gusto into your blooming relationship and before long you'll be seeing hearts (and dollar signs) in the air.
Until next time,
TOM CRUISE INVENTED THE HOVEROUND (OR DID HE?)
Old Tommy C is a busy fellow. In between dancing around in his underoos, delivering scary, pro-Scientology sound bites, and making creepy appearances on the Oprah Winfrey Show, Tom Cruise has apparently found time to invent a motorized wheelchair for old folks. Or has he? Turns out, it's another, lesser-known Tom who's masterminded the product: Tom Kruse.
http://www.youtube.com/watch?v=_0upM2TX5Fc
In between jokes of the commercial showing how poor Tom Cruise has let himself go, there's a (slight) lesson to take from this: there's power in a name. Poor Tom Kruse will never get the name recognition that Eli Whitney feasted upon with his clever cotton gin (thanks, 5th grade social studies). See, unfortunately for Tom Kruse, there's a Tom Cruise. People don't have control over their name—outside of court—but what we do have control over is the name of our product and our business identity. Spend the time getting your brand right. Be original. And then double check. And for Pete's sake, don't name your product “The Hoveround.”
Until next time,
MAKE MONEY WITH NEW MEDIA
Says the Mike Mitchell, the man who created the “I'm with CoCo” Facebook group and who has, to date, 982,106 fans: “What now?” As companies, we know the drill. Collect as many fans using social media as we can with informative updates. Tease with upcoming events. Provide value to our patrons. But here's an here's an equation that all too often businesses forget: fans and followers do not = customers.
Why?
The reason is this: it's a lot easier to push a “Become a Fan” button than to dish out some of our hard-earned scratch. And whether we like it or not (and whether we let our Facebook fans in on the secret or not), companies are in the business of making money. It's the true measure of a company's success, and the route of a rise to Rockefeller-esque stature. But that doesn't mean social media isn't an incredibly valuable tool to organizations. On the contrary, the ability to tap into your fan base is a source of business, revenue, and sales. Successful businesses exist today using social media as 100% of their marketing.
How can you tap into your growing, albeit slightly stagnant fan base? Link your fans to real-world events. Offer discounts available only through social media outlets. Ask for new business. Make business contacts and explore new sources of revenue. Once you begin looking at your online presence as a possible source of treasure and not simply an end unto itself, you're going to want to grab that pickaxe and go exploring.
BOOSTING YOUR BROWSER: PART 2
Listen kid: you have choices. As much as Microsoft would have you believe otherwise, there are plenty of browser options besides good ol' Internet Explorer to help you load everything from your email to live streaming of Wolf Blitzer's goofy expressions straight from CNN.com. Here's a quick run-down of the ins and outs, followed by links where you can download you fave pick.
Internet Explorer: it's idiot proof. Microsoft's browser comes standard with all operating systems, and it's already pre-configured to work with your system. Here's the rub: it takes an overly safe—and some say, intrusive—interpretation of Web code that sometimes results in validation errors. That means that sloppily-coded sites come out looking legible, but often leads to display errors for some nicely-coded ones. It also has its fair share of stability issues. Download Internet Explorer: www.microsoft.com/windows/internet-explorer/default.aspx
Speaking of stability, you can't got wrong with Firefox. With a sleeker interface, overall faster operation, and a “true view” into the way things are. However, you will need to download and install Firefox separately, another step between you and www.lolcats.com. Download Firefox: http://www.mozilla.com/en-US/firefox/ie.html
Opera is more than something you get dragged to by your significant other. It's a browser that boasts a simplified interface over the others, and widgets that enhance your Web-viewing pleasure, but sports less customization than its Foxy cousin. Someone users swear by Opera's blazing speeds when viewing and loading websites you've never visited before. Better than Firefox? That's up to you. Download Opera: http://www.opera.com/download
So which is your favorite? Let us know by commenting below.
Until next time,
www.36design.com
LIFE, LIBERTY, AND THE PURSUIT OF PAGE HITS
Attention patriots: put down your mouse, log out from your analytics website, and pick up your fireworks (if your city and/or county regulation allows.) Today, in celebration of this 4th of July, we're going to be uncovering the zen of building a customer base from the Web in an unusual way: by having fun.
Yes, once upon a time, people logged into the Internet to have fun—not to pay bills, nor check weather, and certainly not to organize a Facebook boycott against applesauce because of farmers' inhumane treatment of Grannie Smiths. Back in the ancient times (the mid 90's), people used the Internet for entertainment and for sharing badly-animated gifs. This 4th, tap into the spirit of yesteryear by having some fun of your own.
When customers load your website into their computers, it's a very personal act. They're inviting you into their home. Be polite. Don't drone on about your product offerings and hit them with garish images that prompt them to ACT NOW or DON'T MISS OUT! Offer entertainment. Have a little fun. Let your personality show through in your final work. Blog, Facebook, Twitter—not to gain more business—but to offer a richer, realer experience . When you're in it for the right reasons, the business will come. Now if you'll excuse us, we're off to fetch some sparklers and uncle Sam hats.
Happy 4th, everyone!
DUNGEONS AND DRAGONS AND BUSINESS (OH MY)
Attention nerds: put down your +3 Hammer of Invincibility and your +10 Amulet to Washington Ethics Committee Probe and listen up: your game is a lot like our businesses. In fact, if you've spent any amount of time in the fantasy dungeon that was your neighbor's parent's basement—pretending to be an elf or minotaur or echidna or whatever—then you, my friend, are uniquely positioned for owning your own business.
Why? Above all else, successful businesses require planning. If you've ever done the D&D, you know a round means quality time clutching the stub of a pencil and rolling dice until your knuckles bleed. And THEN you get to actually begin the game. It's a lesson all companies could benefit from: plan BEFORE you play. Take the time to write out a business plan. Explore your options and weigh the pros and cons (or your strength vs intelligence).
The second lesson we can take away comes from groups of skinny D&D players everywhere huddling together at lunchtime and clustered at the front of the bus: hang out with your peers. It may be a survival mechanism to the players—curse those jocks—but to business owners, it's sound advice. Like it or not, you're in an exclusive group: you're responsible for a company. By building partnerships with companies that provide mutual benefit, you're employing practices that help the big dogs succeed. Nobody is an expert in everything; pull in your friends when you need a helping hand.
And with that, we're signing off for a little game. Who wants to be the DM?
www.36design.com
RECIPE FOR GREATNESS
1 cup brilliant concept
1/ 2 cup marketing efforts
2 tbsp. hard work
4 oz. freshly squeezed design (must be of the innovative variety)
1 cup freshly chopped attention to detail
Plan out business well in advance. Combine ingredients and let sit 1 to 2 years. Garnish with consulting or comfy office chairs as required.
DEALING WITH SUCCESS
Hey there, superstar. You're great, and you know why? Your small business endeavour is paying off. Where you once planted the seeds of your enterprise, now they have sprouted into the jalapeno peppers of success, and of course, the big P—profit. But as you experience growth, new challenges present themselves: increased orders, higher demand, longer hours, and expansion. How should you handle it? The average Joes bask in their success. The brilliant ones use it as a platform for pushing your dream even further.
To start off, craft a plan. Don't underestimate the value of consulting. Smaller enterprises than yours have risen to greatness, and the secret to their success could help your own growth along. Don't be afraid to ask for help when you need it. Talking to people versed in the ins and outs of businesses like yours can save you months of pursuing the wrong strategy.
Speaking of strategies, if you haven't already, invest in advertising. Dollars spent in advertising translate into many dollars earned as a direct result. Consider a refined website, direct mailings, press releases, and advertising online, in newspapers, and on the radio.
Above all, make friends. Find business partners who can scratch your back when you scratch theirs. Take the time to sit down and plan out your future. And have yourself a drink while you're doing it. After all, you've earned it.
Signing off,
BREAKING UP IS HARD TO DO
Even if she enjoys painting her toenails at the dinner table, or if he belches the national anthem in front of your grandparents, saying goodbye to your significant other (and we do mean “other,” here) is a tricky proposition. Breaking up with bad habits is worse. But what's worse than worse? Continuing the practices that result in missed business potential. Today we'll take a look at 3 bad practices in business, and how you can motivate yourself to do the deed.
Sticking with Your Brand. If your brand is blah and people aren't remembering your name, it might be wise to attack the problem at its source: the brand. A brand is the image of your company, and includes such components as logo, business name, and marketing media. Talk with a branding expert and discovering how to ditch the brand for something better is definitely worth your time.
Hanging onto Your Website. “It works for us! It's simple and gets the point across! It's only 8 years old!” Face it: you have customers who are more Web-savvy than you. If your site is years old, there will be a dated quality to your online media—and by proxy, your company—that will send customers scurrying away. Talk to design professionals to redo your look.
Marketing the Same Way. Don't keep marketing your business using the exact same means and expect things to change. Go high tech—Facebook, blog, advertise online—and consider low-tech means such as sales letters, calls, and networking. The bottom line: try something different!
Until next time,
Plugging the Leak
It's death by a thousand papercuts. It's one hundred tiny inefficiencies in your business that are adding up to missed potential. It's a slow leak, and like BP, you can't stop it even with billions of dollars and futuristic submarines. But sometimes common sense can make a difference. Put down that report, take a breather, and join us as we tackle some easy ways to make your business hum like a well-oiled machine.
To start, you'll need to take a top-down approach to your company. Many Fortune 500's hire consultants; for you, it may be a matter of taking a deep breath and looking at your procedures from a fresh perspective. The danger here, is getting too comfortable with “the way things are done”—even if they're done in ways they shouldn't. Once you've identified the issues, make a list and tackle them one at a a time.
Pay particular attention to your marketing strategy. You're going to want a plan that provides you maximum exposure while costing minimal dinero. Your brand is key, here. Don't fall into the habit of assuming your company's identity is your business name—a worthwhile brand appeal can be very affordable with the right design work, and provide the muscle for sales today and into the future.
Thanks for reading and remember to visit us at www.36design.com!
SITE CONVERSIONS: “TAKE ME TO YOUR LEADER!â€
You've done it. Crafted a glorious website with all the bells and whistles that you'd be proud to show your mother. When a business completes an effective, professional, fantastic-looking website, it's a time for celebration. Unfortunately, that celebration looses steam when 8 months after launch, your shiny new website still hasn't pulled in a customer. Forget about actually driving people to your site for the moment—let's talk about site conversions. Specifically: for the people who DO surf your website, hooking them into purchasing what you're offering. Here are a few tips.
State your services up front. Too often, sites get in the habit of using flowery language and swooping, grand promises of change that SOUND great—but minutes into the content, users are still confused as to what this company actually accomplishes! State your services or products up front, early in the process, in an easy to digest manner (think bullet points).
Provide a clear call to action. Even if you hook a potential customer, if your site copy just trickles off, your visits will be left thinking, “now what?” Provide a call to action. It can be something as simple as “Call 555-5555 to place your order!” at the end of a paragraph. The advantage, of course, is that people won't have to hunt up the means to contact you or figure out what to do next.
FRIDAY'S QUICK TIPS FOR SALES LETTERS
It's back to basics on this holiest of all holy workdays: the day before the weekend. Forget all the razzle-dazzle of social media and augmented reality advertising and those guys who dress up as ice cream cones and dance for our twisted amusement, we're looking at the cornerstone of many a successful marketing strategy. That's right, the sales letter.
The sales letter is cheap. The sales letter is effective. It's a short, insanely well-written set of words on plain paper that makes the case for your business and the value it provides. To start off, you'll want a list of local businesses or customers who could possibly be interested in buying your fabulous products or partake of your wonderful services.
When you're putting together the letter, remember this tip: talk about your CUSTOMER, not yourself. Address their specific pain points, why they would find actual benefit it going with you over the other guy. Break your business down in human-speak; talk about what makes you different. Provide a bulleted list of your unique benefits. Don't forget to add in a “call to action”—a short sentence that tells your customer what to do after reading your letter; ie. give you a call or send you an email!
Alternatively, you could hire us to write your letter. We're brilliant every day. Now go outside and enjoy your weekend!
9 WAYS TO TACKLE SOCIAL MEDIA
On this bright and sunny Monday (at least, it is where we're living!), we thought we'd present this quick list of easy-to-digest tips for powering up your marketing efforts with social media. See if you're staying competitive in the growing realm of social media advertising. Here we go:
1. Facebook. Start a Facebook account for your business and update regularly.
2. Twitter. Post news and special happenings. Offer discounts and prizes.
3. Blog. Add value to your consumer base by posting up the latest information in your industry.
4. Mobile Market. Link up with a provider and advertise to loyal customers with SMS messages.
5. LinkedIn. Populate your business account with relevant information and network with like-minded individuals or potential customers.
6. Network. Sites like hi5 encourage active networking as a means to find a more active base of customers.
7. Start a wiki. If your business model is distinct enough to allow it, create a wiki of questions and answers, topics and responses, and encourage your community to interact.
8. Go virtual. Games like Second Life and similar entries offer unique advertising opportunities within a virtualized environment. Create a presence inside the game itself.
9. Podcast. Nothing gets a consumer base's blood pumping like some interaction with real people in your company. Start an audio podcast and get the word out there.
SUPER MARIO CUSTOMERS
Floating question mark blocks. A damsel in perpetual distress. Flashing flowers that made you spit fireballs out your nostrils. Super Mario Bros. has made it into pop culture, and who'd a thunk that its colorful, 8-bit roster of characters would make such great metaphors for your potential customers? We would! For the gamer geeks among us, here's a list of friends and foes of the Mushroom Kingdom and how they relate to potential client archetypes.
Goombas: The everyvillian. One-stomp kills. These guys are soft, squishy, and easily impressionable. Stick to brand influence to sway their opinion. The feel of your company, the unique logos, website, and style of your operations can tip the balance in your favor and win these guys over to your side.
Koopa Troopas: Turtles on steroids. The utility of these shelled-evil do'ers can not be overstated. One you put these baddies back into their shell, give 'em a kick and they'll increase your score. In business, these are the referrals, the word-of-mouth movers and shakers who provide utility long after partaking of your services. Excel at what you do to put them to work.
Princess Toadstool: Always in distress. Always needing saving. These customers require your services—often in a life or death-sounding situation. Save them with your heroic product, and you'll enjoy reaping the benefits (ie. a pixelated kiss and “Game Over” music).
Cheap Cheaps: These flying fish are just that: cheap! Competitive prices and special promotions will win the day. If you're offering a great rate, get the message out to attract these scaled scrooges.
YOU HAVE TO FAIL TO SUCCEED
Accept it. If you're starting a new enterprise—or even if you're been in business for a few months, even a year—there's something you need to know. You're going to make mistakes. You're going to loose money. Miss out on opportunities. Say the wrong things to the wrong people. Drop your spoon into your soup. Dodge when you should have weaved. And you know what? It's going to be okay.
The key (and it's a pretty big key, here) is to not let the fear of failure hold you back. Take risks, explore, and live outside your comfort zones. It's how you learn. It's how you grow. It also makes you human, an in a sea of industries with large players and corporate machines, a little humanism goes a long way. Be brave, fail often, and grow.
MID-WEEK CRISIS
There's no escape! You're caught in the middle of the week, like a baseball player between first and second. Here's a few survival tips to get you to Friday in one piece.
Market! Put down the workload and concentrate on bettering your business. For the company owner, putting together strategies and reflecting on past successes is tantamount to having a little 'me' time. Plus, marketing earns you more customers. Not too shabby.
Get up out of your chair. Nobody says you need to stay seated for the entire day. And if they did, time to find a new job! Stretching increases bloodflow to the old noggin', helping you focus and making you happier.
Drink some tea. Not only is it a source of energy (if it's caffeinated), green and some herbal teas are loaded with anti-oxidants that cleanse the system and can produce a mild, temporary high.
Talk to colleagues. Nobody likes to feel alone. If you're feeling a down, chat up some of your co-workers. Face time can sooth away the blues. Plus, a little collaboration might help work initiatives and give you fresh brain fodder for future plans.
BACK TO THE OFFICE: HOLIDAY RECOVERY EDITION
If you spent last night gripping your bedsheets, desperately trying to re-plant dancing sugarplums back into your noggin', and dreading your morning commute, you may BTW (Back to Work) syndrome. It's a doozy. Coming off the holidays means letting go of a week-ish long break from the office, escaping the safe bubble of family and friends, and recovering from a sugar overload—all at once. Here's a few thoughts to help you back into the saddle with minimal pain and crying.
Don't wait to get back into old routines. The brain is amazing at inventing excuses. Maybe you'll slack a few days until you start on the client log. Perhaps you'll wait until you've finished the leftovers to crack open the books. DON'T DO IT! Here's a hint. The quickest way to pick up the habits that have made your business successful is simple: pick them back up. Don't wait. You'll save yourself stress and avoid prolonging the agony.
But it's equally important remember: cut yourself some slack! You're not going to come out of your corner swinging with half a turkey around your middle and a recommitment to Peace on Earth and Goodwill Towards Men (and please remember to save the polar bears). By all means, give it your all—just don't expect to perform at peak.
However it goes down, remember that customers and co-workers alike are in the same boat. And happy 2010!
