if the content works.
Advertising legend Stan Rapp was recently featured in a YouTube video that captured his speech about the death of advertising.
Take a moment to watch it. Stan makes a terrific point.
He says that smart, thriving companies are shifting from advertising to “i-Vertising” — which means that all marketing efforts must include a web address; they must drive customers to a website (whether you’re marketing to pet owners, pet businesses, or veterinarians).
In his view, companies that aren’t doing this are missing the point and probably wasting their money. Shockingly, many of the biggest advertisers are not i-Vertising!
The one thing Stan doesn’t talk about in his speech is the quality of the website itself.
Perhaps he assumes that all companies have clear, customer-focused websites where the messages and information structure drive sales and happiness.
I’m not so sure about that.
Yes, we all know that it’s critical to have a website… and it’s certainly true that every type of marketing material should include a web address — from packaging and business cards to print ads and TV commercials.
But what happens when all those efforts bring throngs of potential buyers to your website?
One of two things usually happens.
People arrive and are thoroughly delighted. They find what they need and they buy something or become a great business lead. Woo-hoo!
Wouldn’t it be great if this always happened? Sometimes it actually does.
However, here’s the more common scenario.
People arrive at the website, become confused or bored, and leave.
This often happens because:
a) The website doesn’t reflect the main promise or key point of the marketing piece. Instead, it’s a busy, distracting website with too many options, pop-ups, invitations, or disconnected messages…
b) The website is just plain boring, stuffy and “us”-centric. It’s all about the company and “how great we are.” It doesn’t offer an exciting benefit or call-to-action to the visitor. It makes you snore with your eyes open.
Before spending another dime on driving people to your website, make sure your website really rocks when it comes to pleasing visitors. If you’re not sure that it does, you can conduct a site content audit to see what works, what doesn’t and how to capitalize on every opportunity for improvement.
Until next time,
Here’s to a clear and prosperous site!