2.7.17

How to Match with Your Ideal Leads

BY REBECCA FERRELL

Whether you’re seeking new customers or looking for love, many of the same rules should apply to your digital marketing strategies! Swipe on to see how website planning can take a few cues from writing a dating profile.

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A while back, some of my social posts and comments alerted the Facebook algorithm that I am now a single lady. While I could write an ENTIRELY different blog about the stories that correctly led Facebook to that deduction, as a digital marketer, I was more interested in what type of targeting and related content the site decided to serve me. One thing was immediately clear – the targeting was close enough to promote dating sites, but not close enough to realize that my real, self-identified age didn’t yet qualify me for the sites meant for 50-year-olds. (We’re going to have to have a little talk, Zuckerberg!)

One thing that stood out during that time was an article about how to build a better dating profile. Being the marketing nerd that I am, it struck less of a chord about promoting myself as the catch of the day, but more about how often some clients and companies don’t think about these common-sense tips when building their websites.

If that feels like a tenuous connection to build a blog around, I’ll try to convince you that I’m not coming out of left field here. If you think about it, in both instances, you’re introducing yourself to a wide audience with a goal of connecting with those that are interested in what you have to offer. You want to use the limited space and time available to entice them to learn more, whether that’s filling out a form or swiping right. You want to stand out and be noticed in a sea of options, but you’re smart enough to know that you aren’t for everyone (nor is everyone for you) so you try and target the most valuable leads.

Maybe it’s time for more clients to think about these dating tips as they think about website updates in order to make the right impression and keep their targets coming back for more!

  1. Be comfortable with yourself
    It may seem odd to anyone that doesn’t work in an agency environment, but we speak with clients relatively often who are well-positioned in their space, offer a product or service that they are known for and have an interesting history of how they became an expert in their category that decide they want to switch gears and be known for something completely different. On the surface, this actually can make sense – advances in technology can make even the very recent past feel prehistoric. But if your bread is still buttered in your original business, or if it can still be the entry to the type of business you aspire to, don’t just throw it away! Knowing who you are can help put you on the path to who you want to be.
     
  2. Write a better self-description
    This seems pretty obvious, and goes hand in hand with the comfort factor above. When making philosophical decisions about content, the fallback is always to try and be broad and all-inclusive – be as many things as possible to as many people as possible. Who wants to turn away leads, after all? But if you aren’t comfortable with communicating your true mission, vision and values and how you want to portray them to the world at large, then you may want to reconsider those values. Falling into generic language that truly says nothing while it tries to say everything will only lead to more bounces - the dreaded left swipe of the digital marketing world.
     
  3. Choose the right photos
    We all know that looks are a huge part of a first impression. And when it comes to marketing of the personal OR professional kind, your photo choices can be the difference between drawing someone in or inspiring them to quickly move along. Overused and obvious stock photos on a website are akin to the dating world’s “Woman’s outstretched legs on a beach” or “Rugged man holding a fish.” But trying to go too far out on a limb with unrelated images and no context can be just as weird; if you choose an image of a trapeze artist to talk about your telecom business, you better have a story that shows it relates! Ideally, photos should be custom and speak to what makes a business (or person) unique. If the budget doesn’t allow for a professional shoot, at least ensure you aren’t using the same diagrams or cloud image that are being used by the competition.
     
  4. Explore a site’s special features
    Think about the things that make you more accessible and give you the best opportunity to stand out to your potential leads. While your audience probably won’t be answering detailed questionnaires about what makes them a quintessential Scorpio, they may just finalize a purchase based on a live chat interaction that quickly answers their questions. If you can save a lead time by providing comparison charts for features and pricing, you’ve given them a digital eyelash flutter that tells them they don’t need to visit any other sites. And while data shows people are drawn to video, auto-plays remain high on the list of pet peeves for website users. There are a lot of features you can build into your site – just be selective and strategic in using what you’ve got to get what you want!
     
  5. Check your spelling and grammar
    This should be a given in all things in life! A website is every bit as much of a digital introduction as a dating profile. It’s a hello, a description, a business card and a vote of confidence. Small things matter, and a misspelled word or incomplete sentence on your home page may lose the lead you’ve worked so hard to bring to your site. They say confidence is sexy, and you want people to feel confident in making a move on with you.

So there you have it. Building a website is really just the start to a beautiful business relationship. If you’re flirting with the idea of a new or updated site, we think we’re an ideal match. Give us a call, let’s start something!

Rebecca Ferrell
written by REBECCA FERRELL

Rebecca Ferrell is the Director of Marketing Strategy for Carbon8, bringing over 18 years of account, project and client service management to the team.

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