A few weeks ago one of our clients discussed a proposed marketing plan with us. One of his major concerns was how his sales department would handle an increase of prospects during their busiest season. Companies across the U.S. echo this company’s concern. How much new business can they handle before they need to hire new staff and can they generate enough new business to justify the increase in staff long term?
If you’re talking about the cup holders in your car, stickiness isn’t a good thing. If you’re talking about your website, you’ve probably heard the term used in a more positive manner. Stickiness, when it comes to your website, measures how likely someone is to spend more time on your site. Google Analytics doesn’t have a sticky website metric, but it does measure your bounce rate, which is the opposite of a stickiness factor.
Storytelling is the catchphrase of the day (or maybe year? decade?). It’s easy to get caught up in the features and benefits of your widget or service, but you can only write about those so many times before your audience is bored or no longer interested. Once may even be too many times for some of the most technical of features of your products. But if you aren’t talking about your products, what are you talking about and how does that even benefit your business?
Before we ever reach this launching off point, we’re already going to have had a lot of conversations about your business, your goals, your dreams and even, on occasion, the weather. All this information will influence the strategy we work together to create to make sure you reach those goals so you can take advantage of a sunny day at the beach or a weekend skiing without worrying so much about work.
Let’s say you’ve taken the time to write a blog post for your B2B website. You’ve created a rich and compelling story as full of reliable statistics and practical information as it is emotion. You considered your audience when writing your piece and you’re sure it’s going to be a hit. You press the publish button and voilà! It’s out there for everyone to see and you eagerly await the response you get. You come back a week later and find “gasp” no one read it! What went wrong?
Have you ever been in a meeting where everyone gets all excited about doing something? Maybe it’s about making a change in software or holding a big event. Whatever the “something” is, everyone is excited. Then you leave and a month later you get back together, get excited again but nothing ever gets done. Pretty soon you’re just phoning it in for those pep rallies because you know you’ll never actually see anything happen.
Last year, our agency was contacted by a medical clinic with some concerns about their online presence, specifically how they appeared on Google. If we’re truly honest with ourselves, we’re all a little obsessed about how we appear on this major search engine. We cannot control some of the ways we appear due to the mysterious algorithm that changes every so often. While we can’t control the algorithms, there are other pieces we can control.