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(Y)Our calls to action

Blog post written by Dave Henson | 19 October 2015 | Category: Marketing

We’ve made a bit of a change to our own website recently, practising what we preach. We realised that our own calls to action were not as prominent as they might be especially on the home page.

So we add in our three main calls to action at the top of the home page:

  • A link through to my e-book ‘23½ ways to transform your website into a success generator’
  • A link through to my second e-book ‘An e-commerce primer’
  • A link through to our website appraisal service

It may be argued that there should be just ONE clear call to action on a page but in our case each of the three pages linked to above is a landing page with a call to action in its own right. So if we’re dealing with a client who wants an e-commerce site built then we’ll send them directly to www.novamedia.co.uk/ecommercebook.

But when people come across our home page they will hopefully find something of interest at the top of the page and click through.

Does your website have a call to action or landing pages? It’s something that’s worth thinking about.

A Green & Pleasant testimonial

Blog post written by Dave Henson | 18 October 2015 | Category: Marketing

I’m often banging on about the power of testimonials.

The reason that a good and credible testimonial works so well is that people who are thinking of buying from you can get honest and believable feedback from someone else who has already bought from you.

And we’ve just received a lovely testimonial from one of our newest clients, Carol Cooling at Coolings Green & Pleasant which reads:

“What a joy to work with someone who can explain the mysteries of the internet and social media to a complete technophobe in a clear, concise and meaningful way! Throughout the whole design and build process Dave, Rob and Michael were wonderfully patient and understanding, explaining everything with great clarity to ensure we were comfortable with each step. The end result is a fabulous new website that we’re really proud of, and confident we can use to its best effect going forward. I cannot recommend Novamedia highly enough for their consummate professionalism coupled with a friendly and approachable manner. Absolutely first-class!”

The key word that I used in my introduction is ‘credible’ Publishing the name and company of the person giving the testimonial ensures that people reading it believe it, and we do that with all of our testimonials which you can see here.

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Don’t listen to your customers

Blog post written by Dave Henson | 30 July 2014 | Category: Marketing

The customer is always right. That’s what we are told and of course a lot of the time it’s true.

But not always.

We just ran an online survey for one of our long-standing clients to get feedback on their website and it was a very useful exercise. We had over 200 responses and were able to glean from these what the website users liked and didn’t like and what new stuff they wanted to see on the website. It will form the basis of a major overhaul of the site.

Occasionally though we get a call from a client to say that they would like something changed on the site because one customer has contacted them and thinks it’s a good idea. When we point out that the other 500,000 visitors over the last year have had no problem using that particular piece of functionality, the new idea suddenly loses its appeal.

There are always exceptions to every rule and we did recently implement a change to the saved orders functionality on the Provender Nurseries website because one of their customers came up with what both we and the client thought was a good idea.

But more often than not it’s better to listen to the opinions of 200 people rather than just one!

It’s also easier to get that kind of feedback now by setting up online surveys which can be disseminated via email. If you want to know more about that service, just drop me a line.

You are not your customer

Blog post written by Dave Henson | 08 November 2013 | Category: Marketing

I don't want to know what people had for dinner!This is one of the most important marketing messages that anyone in business should take on board and it’s an issue that I come across on so many occasions.

So I’ll repeat it here: You are not your customer!

I hear you saying, “Well that’s pretty obvious isn’t it? Of course I’m not my customer, how can I be?”

The problem is that often when it comes to marketing, people make decisions based on the way they think rather than the way their customers think.

They fail to put themselves in their customer’s shoes and fail to see the way their customer sees their service or product. And that means the message never gets through.

How does it manifest itself in my experience?

The most obvious manifestation is when you are talking about an area of marketing and the customer starts the sentence with “I don’t like...”. For example, I might be recommending that a customer looks at Google Adwords as a good way of bringing in new business.

“Oh no, I don’t like those advert thingies at the top of the page. I never click on them.” And then I have to explain politely that it doesn’t matter a damn what they do, it’s what their customers do that matters.

The other area that irks me is false modesty. It is really a good idea to have your picture plus a short biog or better still a video of you talking about your business and what it can do for the customer on your website. Remember, people buy from people and that’s especially true in smaller companies. Get over the fact that you don’t like it and do it.

Facebook is another area that often gets overlooked because of customer preconceptions. The catchphrase for those people who won’t even countenance Facebook as a potential marketing method is “I don’t want to know what people had for dinner”, which shows a complete misunderstanding of the way that Facebook can work as a marketing medium.

So how do you get round this issue?

The first thing to do is to create an avatar of your customer. Who is he he/she. How old are they? Where do they live? What are their interests? How much money do they earn? The more detail you can put on your avatar, the better. It means that your marketing can be more accurately targeted.

Then use the three Ms: Market. Message. Media.

  1. Work out who your market is – this is where the avatar comes in handy.
  2. Then work out what message you want to get to that market.
  3. Then and only then, decide what the best marketing method is to use to deliver that message to your target market.

That way, you shouldn’t fall into the trap of believing your customers are all like you.

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