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Naked Web Marketing – Part 1

Less means more

It’s possible to do too much and it happens with SEO where sites get penalized by search engines for stuffing keywords. It happens with web design where the graphics compete too much by complicating the navigation and minimizing the marketing content. It happens in web marketing when the sales hype or the boastful language gets too repetitive and turns customers away.

The thing to remember about bragging is that when you really are that good other people do the bragging for you.

Is naked web marketing a frightening thought?

Marketing without pretense should be a welcome idea. You cannot get close to your market when you are not yourself. When you look and sound like something you are not how can your web market relate? And why is it so important to relate to your web market?

If you can’t relate to the person you are talking to then how can you create a customer relationship? But even before we build relationships we have to understand how different the web is from all other marketing mediums.

The web is not like anything we have known before, so we can toss out the idea that we can market like newspapers. We can toss out the idea that our web site can market like television with a bit of video. Nor is our web confined to marketing like print advertising. All of the above are too limiting.

There is no time or space on the web

The reality is that the web swallowed all those marketing mediums and then altered how they would be used on the web. It was not the web that adapted to earlier media, but rather the other way around.

In a medium that has eliminated time and distance the rules for marketing are going to change. The only limitations about time or distance for the web is that of hardware issues and the speed of light. For all intent when a web site gets published it is available to all people everywhere in the world – at once.

And then consider the volume of space that any web site can make use of. For small business web sites we can say the space is limitless because the hosted space is megabytes more than we need.

Our small business web site can pack enormous amounts of info and be accessible everywhere at once. We can work toward turning the accessibility into more visibility as we shuck off those pretentious robes and get real.

We can’t run out of time

Suppose your web site just went live today. In a year it will still be there. In 4 years it will still be there. Just keep paying your hosting fee and the site will always be there.

Newspapers come and go, TV channels come and go, Best sellers come and go, but your web is isn’t going anywhere. This is important to know.

Your web site is not going anywhere because it is actually a destination – not a vehicle. We are conditioned to think that our business web site is going somewhere, like up the ranks with search engines or maybe Oprah will feature our site and it will really get going.

The truth is that our web site is stationary and the only thing that moves is our market if, and when, we attract them.

The web has a huge marketing potential

So why is our business web site not reaching anywhere near its potential? The main reason, in my mind, is because we are not letting our web sites live up to the web’s potential. Our marketing is too limiting as it is based on old offline marketing concepts. The world has changed and we are still using 20th century marketing concepts.

The 20th century marketing methods were always based on our business, our products, our location and our services. This focus is no longer appropriate for web marketing.

Small business web sites will need to look away from their own self interests and use their web site to cater to the needs of their market. No business web sites are doing this, other than just paying lip service. Do you see your market as the boss and do you take the time to know them and to give them what they want?

Imagine your market as millions of tiny kings and queens which require your attention, and your web site as the servant giving them that attention. How would you like to serve a million kings and queens and take their gold?

What does the web do better than any other marketing medium?

I keep asking this question because the answer is going to put wind beneath your wings. The answer is simple and in hindsight it stands out as a no-brainer, and yet it seemed like a revelation at the time.

Do you want to try and answer that question on your own?

Naked web marketing (part 2) will start off answering this question and tie it into other naked marketing methods. The goal is to see how a shift in awareness can be an experience where you have both a change of mind – and a change of heart.

Integrated Marketing Communications: Why Is It Important?

Managing and coordinating the entire communications process calls for integrated marketing communications (IMC). But what is IMC and why is it important?

By definition, integrated marketing communications is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. Such plan evaluates the strategic roles of a variety of communications disciplines and combines these disciplines to provide clarity, consistency, and maximum impact through the seamless integration of individual discrete messages.

Considering that (a) the mass market can be fragmented into a multitude of mini-markets (with each mini-market requiring its own approach), (b) there is continuous proliferation of new types of media, and (c) there is growing sophistication of consumers, it is clear that there is definitely a need for marketers to utilize a wide range of communication tools to efficiently deliver messages to specific audiences. Marketers should therefore combine personal and non-personal communication channels to achieve maximum impact (i.e., employing multiple-vehicle, multiple-stage campaigns). Hence, it is clearly imperative for companies to move toward integrated marketing communications, and the absence of which results in uncoordinated communications and image diffusion.

A comprehensive integrated marketing communications plan can produce stronger message consistency. It can also help to build brand equity as well as create greater sales impact. Furthermore, it can unify the company’s brand images and messages as they come through multiple company activities. In simpler terms, IMC improves the company’s ability to reach the right customers with the right messages at the right time in the right place.

Farming Your Web Market

You’re going to get your hands dirty
A good farmer scoops up the soil in their hand and smells the earth, perhaps even taste the earth. The thing is that as a farmer you will be getting intimate with your market.

If the crop you plan to raise is made up of web users then your web page is the soil that they will grow strong on. The nutrients you add to your web page have a fragrance, maybe even a certain taste. And the richest addition you can add to your web page is your own personality.

Now, don’t get fearful
Perhaps professional marketers have told you not to get personal with your marketing, but that type of aggressive marketing is not what we are talking about here. To cultivate your market you need to talk to them in ways that nurture, and this means that you care enough to be yourself.

If you wanted to get to know someone based on a feeling of attraction would you analyze how to do this? If you overheard a conversation and the opinions expressed attracted you would you choose to get demographics and contact information before you introduce yourself?

The whole purpose of cultivating a market lends itself to casual and intimate conversations. And ‘intimate’ does not mean private and secretive, it means:

  1. Marked by close acquaintance, association, or familiarity
  2. Relating to or indicative of one’s deepest nature

Most web marketing is done at arm’s length because the marketing people are not clear on the market being targeted. And the word ‘targeted’ is rather cold and disconnected emotionally. Targeting is an odd way to build relationships, but building relationships is exactly what we want to do.

Cultivating the market
The bigger portion of our market that we wish to cultivate is at earlier stages of the buying cycle and we are able to help them and build a relationship in the process. In this way we cultivate a much bigger market than trying to capture the smaller numbers that are ready to purchase.

Those members of our market that are ready to purchase have already been influenced. We cannot reach many of them now. On the other hand, the greater numbers that are early in their search can be cultivated, influenced and helped to make a smart choice and buy from us.

We need to design a web site that will allow us to be helpful and generous in sharing our information. Far too many small business web owners do not know what to share with their market. We are going to be different.

What do we feed our market?
We want our undecided market to choose our solution as their purchase. To do that we need to help them along, and this is where our web design comes into play.

Our page is jammed full of really good information but it doesn’t show everything at once. And then there are other pages doing the same thing. We are using HTML which stands for Hyper Text Markup Language. It is the hyper text that allows us to provide a selection and then deliver a choice.

We are no longer using limited space on paper, nor are we using limited time on TV. Web marketing needs to use HTML in its marketing to get the most out of the medium and yet the HTML in contemporary business designs is relegated to basic navigation and placeholders for content. Instead, we need to put HTML into our marketing methods and provide choices for all members of our market.

Talking all the way through
We will spend time talking to that portion of our market that doesn’t even recognize yet that they have a problem. We are going to help educate them so that they do recognize that their life could be better with our solutions.

We will spend time talking with those that are researching possible solutions and we will help them see all of their possibilities from all sides. We’ll look at the upside and the downside of various features. We’ll bring these people along our path of understanding so that they are ready to look at comparisons.

We will not be afraid to compare our solution with others available on the market. We want to nurture this stage of the buying cycle fearlessly and give them all of the choices available while building a relationship they can trust. We want to keep this stage engaged or they will leave our site looking for comparable products and solutions.

If we don’t feed them right now and right here their next stage of development is to make a decision to purchase and we could lose them at a crucial moment in the cycle.

Farmer or hunter
A hunter fears that the prey will get away. They target and shoot early when they can and short term goals are everything to a hunter. On the other hand a farmer has long term goals and works with the seasons. Six months can go by from planting to harvesting and a farmer knows that nurturing cannot be superficial or provided with impatience.

Our harvest will arrive and it will be our own if we provide the helpful nutrients. Spending time to create the best content is essential and the easiest way for our market to find the right content on our site is also essential. But it can all be for naught if we choke up at the end and impatiently push for the sale.

We need to honor our market and validate their choice even when the choice goes to our competitor. Most choices will come our way because we nurtured that market along and we have build up a relationship. All the rest will take care of itself. It does so because everything about the marketing process is as natural as sunlight and rain.

Pull Marketing
And when we market naturally we are attracting the best interest from search engines. We are providing volumes of our unique and original information that search engines and our market are attracted to. We are sharing information that creates growth while building relationships with our market. We are cultivating our market by solving problems and providing insight for our market. And the bulk of our information is work that does not have to be repeated over and over.

Our web pages may need some tweaking from time to time but our main effort is going to last for a long time to come. And perhaps one of the most valuable assets we develop with pull marketing is that nothing we ever do is lost. All of our marketing stays in place for years and as we build we grow stronger and stronger.

Unlike push marketing that requires constant feeding of cash for advertising, our pull marketing is more like putting money in the bank and building our reserves instead of spending them.

Farming our web market is a very different concept from that of an opportunist feeding off of the market. By farming we control our own market and build a richer relationship rather than rely on just the good seasons or good years to get us through.