Do you often feel like your competitors are always one step ahead of you and you are being left behind? Or have you tried marketing your business online and are getting results that are less than what you hoped for or expected? You are not alone.
Over the years I have worked with many different businesses and helped them to their online marketing in line and working for them. I understand how confusing and complex online marketing messaging can be, and the daunting and overwhelming task it can be for some business owners. Online technology and ranking systems are constantly changing and everywhere you turn online there is conflicting advice and opinions.
It can be quite difficult to get common-sense advice on how to get started and where to go from where you are.
Whenever I meet and work with a new client, I put together a detailed marketing plan to develop their business message. I call these plans a Messology Plan.
So, what exactly is a Messology plan?
I’m glad you asked! Messology is the art of creating a clear, concise, compelling and above all else GREAT marketing and business message, and then getting it out to the masses and your target audience using today’s technology and systems. It’s important that you get your messaging right before you go spending any money online. Otherwise you are gambling with your marketing budget. Trying this technique and that technique and hoping something works. Throwing stuff at the wall and hoping something sticks.
In this FREE GUIDE, I would like to share with you 3 very simple points about how to get your digital marketing out to engaged customers, your target audience and generating your business. There are a few steps to this process.
Writing a Good Business Message
The reason we need to look at our messaging first is simply because of the “10 Second Rule”. Put simply, when people come to your website they decide within 10 seconds whether to stay or hit the back button to move onto the next site. Customers are scanning to see if they have found what they need or not. In today’s technology based age, we are so bombarded by information that we filter out most of it. So, we make a decision within 10 seconds about whether or not we will stay. This means your site needs to convey in that short window what’s in it for them, and why they should engage your page any longer than that.
Now think about a Facebook Ad on your timeline. How long do you give that? Less than a second? An email in your inbox or a Google Ad will also only get a fraction of a second of your time. The goal with your Messaging is CLARITY! You need to say something clear and compelling very quickly or you will get passed by.
When we consult with businesses we use our unique THINK – FEEL – DO diagnostic to help them clarify their business message. Let me give you some FREE tips to help you get started…
When you look at your website, what are you telling people to THINK? Is it very clear what you do? I worked with a Chiropractor recently who had the tagline “Maximise your life” on his site. It wasn’t clear that he was a Chiropractor, visitors would have to guess how he could help. He was losing people in the 10 seconds they gave him.
Your business message can’t just be a general feel. The goal with your messaging is CLARITY! How would you write your business message? What would be the actual words?
Next question is how do you want people to FEEL when they look at your website? What are the emotions you want them to attach to your business message?
You want a positive business message. You want it to inspire action. But most of all you want it to accurately represent what you do.
This is usually conveyed by the images you use. Do you want people to feel cared for or healthy or financially in control? We process images 60,000 faster than words so you can convey a lot of information very quickly with a great image, well placed. (Images are better above the fold for this reason. If a visitor cannot see the image when they land on the site, they may never see it in the few seconds you have to grab their attention)
This is an important reason to take great care with the images you use.
What actions do you want people to DO when they come to your website?
There are often two types of actions we want people to take – A Primary Action and a Secondary Action.
The primary action is usually to contact via phone or email or to buy something right on site. If you don’t have your phone number in the top right-hand corner of every page of your website you need to get it there NOW! This is a no-brainer! It amazes me how often web developers ignore this simple step. Your potential customers should NEVER find it hard to call you.
This is also important in any advertising you do. Save yourself money, make sure your phone number is visible in all ads on Google, without them having to click the link. This saves you potential advertising costs!
A secondary action is something we want people to do who aren’t quite ready to buy from us yet. Often people want more information before they engage with us. A secondary action
could be to watch a video or download a Free Guide or Checklist or maybe to trial a free version of your product or service.
Want to test your business message? Show your website to someone who doesn’t know what you do for 10 seconds only….. this is your THINK test. If they cannot get it within 10 seconds, you need to address your message. Or show your website to a 10-year-old. This time, give them as long as they like and ask them “What does this business do?”
Another tip to get you started:
Business Analysis Test: Write a list of all the product and service categories you offer. Then work out what percentage of your business comes from which categories. Then ask yourself “Which of these do I want to promote the most?” Does your marketing Messaging reflect this?
Don’t forget the FEEL Test.
Think about your favourite customer. How did they feel after they bought from you? They may have felt relieved, excited, relaxed, healthy or something else. Type into Google Images “feeling excited” or whatever you want your customers to feel. This is a good starting point for getting ideas about what image you can use to get people to FEEL good about you. (Don’t just use these images though, it could cause you copyright issues.)
Next up is the DO Test.
What secondary action would you like people to take when engaging with you? They could watch a video that explains how you work and gives some customer stories of how good you are to work with. You could also give something away for free such as a FREE GUIDE or CHECKLIST. You could also ask them to follow you on social media. Quick Tip: No one wants to sign up for a Free Newsletter any more so don’t bother using this as a secondary action. Is your phone number in the top right-hand corner of your website? Can people email you easily?
Is your phone number in the top right-hand corner of your website? Can people email you easily?
Another starting point is the COMPETITOR Test.
Choose three of your competitors. Go to their websites and run them through the Think Feel Do Diagnostic. Which ideas do you want to use and which ideas do you want to avoid? Which things are they doing that conveys the message you want to convey? Are there things on their site that give you the opposite reaction of what you are wanting, how can you avoid the same feelings from your customers?
Next, try the UNIQUE SALES POINT Test. After looking at your competitors you should reflect on what is unique or different about your business compared theirs. How can you include this in your Message? What is it about your business that makes you stand out? What unique factor do you bring to the table?
Lastly, what are your Sales Goals? This will lead to a series of questions that you will need to know to achieve these goals. What is your budget to achieve these sales goals? How many leads or web visits do you need to achieve these goals? How many visitors to your page does it take to create that level of income?
With these things in mind, you will be well on your way to creating your ideal message on your site. Let us help you further in creating a Messology plan that works for you and your business.
Author: James Parnwell
James Parnwell is the Managing Director at TheOnlineCo. James is an Online Marketing Consultant, Google Adword Expert, On Page SEO Expert and Facebook Marketing Specialist. James also is highly skilled at Marketing Messaging where he will assist your business get your Marketing Messaging correct, then implement the technology to transport that message around the world.