Are you spending real money on virtual social games?

November 30, 2010

I just heard of a new partnership between American Express and Zynga, the company who builds and runs such Social Games like FarmVille.  What do these two have to do with one another you may ask?  Well, American Express is now offering member rewards points to let users pay for virtual currency and goods. (Read the article on Mashable) So, all those years we have been saving up credit card rewards to spend on tangible goods such as airline miles and other retail products, we are now going to spend, spend, spend to receive points towards intangible goods like virtual food for your virtual pig on your virtual farm.   

Working in Social Media, I have a good grasp on the benefits of Facebook, Twitter and the like, for businesses of all shapes and sizes.  I even understand the enjoyment one may get out of playing games like FarmVille (even though I do not play them myself).  However, what really blows my mind is that people will spend their actual hard-earned money to feed Betsy, their virtual cow, or to build a bigger and better farm for their virtual horses and chickens to run around.   In an August 2010 article by Mashable, they reported in 2009, an estimated $2.2 billion in virtual goods were sold to consumers globally, and that number is expected to rocket to over $6 billion by 2013. That’s a LOT of zeros.

Ok, so I know that Social Media sites like Facebook need to make money, and from what they say, advertisements just aren’t cutting it.  But what really makes me concerned, is we (individuals, America, the World) have WAY over $2.2 billion in debt, over and over and over again; we are engaged in war; we are fighting poverty in every town and city in all corners of the world, including our own here in the States; we are unemployed; and we are sitting at home, spending what’s left of our money on virtual games.

Don’t get me wrong, I understand the value of entertainment and I know gaming systems have been around for years, but somehow this just takes it to the next level for me!  You aren’t just buying a game once and playing it over and over again.  You are spending money daily to support your virtual gaming habits.  It almost ranks up there with spending money daily on a bad gambling habit doesn’t it?

I’d love to hear your opinion.  Do you play FarmVille or other similar games?  Do you spend money on them?  What do you feel you get out of it?  Do you ever feel guilty for spending money or do you find it’s just another form of entertainment?

Written by Ashley Loftin, Marketing Specialist at AdLinea, LLC


Not all marketing is GOOD marketing

September 3, 2010

You walk out to your car. You find you have a parking ticket. You KNOW you didn’t park in a ticketing zone, but there it is: a bright green PARKING TICKET. What’s your reaction?

If you answered “I’d be mad”, then you’re just like the dozen other people we interviewed. How mad would you be if you opened the ticket and discovered it isn’t really a parking ticket, but instead it is an advertisement for a local vendor? Would you still be mad?

This is the “clever” ad that one Richmond business has sprinkled on windshields in downtown recently. The outside of the ad is a familar, bright green wrapper, clearly labeled “PARKING TICKET” and stamped with a return address form so you think it’s real.

Inside you find a standard parking ticket system printed ticket. The only difference is the wording. While the format looks official and nearly identical to the real McCoy, the actual words tell you “you have a nice car” and “you probably have a nice house” and “you probably would like some of our nice product in your nice house.”

We surveyed a number of people here in the building and every single one of them was angered by the ticket (we told them it was on their car) and then even angrier when then discovered it wasn’t a ticket afterall, but an ad.

The salespeople we talked to said “I’d never want to talk to a customer that was brought in by that ad,” because, they said “they’d be pissed.”

I couldn’t agree more.

It’s a clever marketing gimmick, but it isn’t a very good one. Sometimes any marketing is better than no marketing, but this is one of those rare exceptions. You want new customers, not angry people looking to sue you.

Whoever decided this was a good idea did not have a marketing company helping them. If they did, the idea would never have fit into a strategy since, although it does increase awareness, it does so with a negative impact. That same creativity should have been channeled by a real marketing firm or internal effort towards an equally-impactful but positive effort.

Don’t forget your customers and they’ll buy more from you

July 7, 2010

The next time you ask “how can I bring in more business?” don’t forget your existing customers. It’s faster and cheaper to sell more to existing and prior customers than it is to convince new prospects they should buy from you. You should be marketing to those who already like your products or services, so what’s the best way unlock this significant source of revenue? Read more…

They already love you, so stay on their mind

Every day clients ask us to figure out how to reach new prospects with their amazing, incredible, valuable product. Bringing in new customer leads is a huge part of what any marketing company can do for you, but we have to remind our clients not to forget their already-sold-to market of existing customers. These are the people who already love your amazing product, the outstanding service, and incredible value, but that aren’t necessarily thinking about you every day. They should be, though. They’d buy more if you were on their minds more often.

Remind them often

Customers decide to purchase products and services over a long period of time. That vendor selection process can be quite harrowing for your sales people, but once the customer has decided to buy it is very likely they will buy again. You just have to remind them what you do for them and what you can do for them on a regular basis.

Why do they love you? Let them count the ways….

If your product has reduced their costs or effort and made them more profitable, even this awesome savings will become rote and commonplace after a few months. You’ll have to remind them how you delivered that efficiency or savings so they open up and look to you, a trustworthy vendor, for more.

When you deliver outstanding service in one area and the customer gets used to things being that easy or that great, they tend to forget what it was like without you or take for granted what you do for them. It’s important for them to recognize, often, the great job you’re doing or the extra capability you give them.

I never knew you could do that

It’s not just about reminding them what you already do, either.  Most customers don’t know all of what you can do or they forget half the things you product can do after they finish training. No one expect a customer to read all the directions or all the chapters in the manual, so it should come as no surprise to you when you discover the customer isn’t using your product to its full potential. You have to keep your company and what you deliver in their minds to stay in place and to increase revenue from existing customers.

Keep your competitors away from the hen house

Finally, regular communication about what you do for them and for others prevents attrition.  If your customer doesn’t know your product also does X, Y and Z, they might just switch vendors when your competitor pitches their equivalent product. The customer might switch to an inferior product just because they don’t know or don’t remember you do that, too.

How to keep customers buying and increase their spending

You have to communicate your value to customers regularly, often, across several channels and up and down the influence ladder. That means you need a campaign, even if it’s a simple one, to reach your customers. Here’s how:

  • Keep your mailing list, even when a prospect becomes a customer
  • Separate the mailing list into “prospects” and “customers”
  • Query the new customers on who all will use your product or be influenced by it. Add all of these names to your mailing list.

The receptionist or the office manager is the one who selects a coffee service vendor and signs the contract, but all the workers in the office and the warehouse drink the coffee and would love to know there is a new Trolley Coffee flavor to try. And the boss and the salespeople will want to know you can now deliver cup-at-a-time coffee for better image and special visitors. Keep all these influencers on the mailing list so they can convince your point of contact to stay with you and to buy new products.

  • Every week gather the news about new products, the latest customer service home runs and how the just-signed new customers will use your product and put all this news in one spot. Like a Word document on the file server under “on-going marketing”.  Make sure you include any promotions or sales in this “marketing news” document.
  • Pick the slowest day of the week and post one or two of these news bits on your Twitter account and your Facebook page. Post the customer-centric and new product announcements on the local business blog or magazine’s Facebook page.
  • Pick a day of the month to dedicate to getting new sales from existing customers and set aside an hour that day to gather the best of tidbits in your marketing news document into a Constant Contact template. Select your “existing customers” mailing list and press the “Send” button.

Read More About Newsletter Best Practices

Keep your customers engaged and the register ringing

It’s as easy as that. If you’ve done a good job, your customers will start to comment on the newsletter. If you use a marketing company like us, the customers will start visiting your website more often due to all the links we’ve embedded in these posts and the newsletter articles. Comments mean the customer is reading your news. They’ll think it’s interesting, even if you see it as “typical, boring business stuff.” Include a contest or a quiz or something fun and your customers will start lo0oking forward those Facebook posts and monthly newsletter.

You’ll be on their mind more. They’ll know more about what you do now for them and what more you can do for them. All from a trustworthy, known vendor. That’s what will unlock more business from your existing customers.

Doug Lucy is the president of AdLinea, an Internet marketing strategy company in Richmond, VA.

Increasing your prices without losing customers

May 7, 2010

At the 2010 Virginia Council of CEOs annual Retreat, we heard how coming inflation and an improving economy makes this the right time to increase prices. But how do businesses in Richmond do so without losing customers?

Costs are going up, so plan your pricing

Inflation will come into play over the next few years and that means your costs will be going up. Assuming the CPI will hit 3% in 2011 and 6% the following year, what will your prices need to be to keep up? Your staff will need some kind of additional compensation at the same time your buying power is impacted, so you need to plan what your prices should be. Once you know where they need to be, you can plan how to get there and how to convey the change to existing clients.

Is there something more you add? Or subtract?

Vendors are often reluctant to increase prices and many of us have held off pricing increases so any change will be new or unexpected. Is there something you can add to what you are delivering, something that helps relieve a customer problem or meets another customer desire? Adding value to your current product or service can help ease the price increase.

If you are currently selling bundles or packages, you could break those bundles out so customers could choose which they want and those they don’t really need. Beer lovers with a beer budget don’t need or want champagne. Unbundling is one way to keep the total cost to the customer acceptable, lower your costs, and charge a premium for what they really want or need.

Will your customers stay with you?

The ultimate fear with a price increase is that you may lose too many customers or lose the most profitable ones. It’s nearly impossible to ask a customer “how much more can I charge you?”, but it is important to know that your customers will stick with you after a price change.

You may be in a dangerous position and be counting on Fred Reichheld calls “bad profits”. In his book, The Ultimate Question: Driving Good Profits and True Growth he makes the case for “good profits” versus “bad profits”. Good profits are those that come from customers who genuinely love your company, brand or services. They will continue to buy from you and recommend you to others even when you increase your prices.

However, Reichheld warns that you should be wary of bad profits. These are profits from customers that, given a better deal or better terms or even just a whim, would jump ship and buy elsewhere. It is these customers you need to know about before making a pricing change.

You can use Reichheld’s Net promoter Score to determine how much of your current customer base is likely to leave if you increase prices. Read his book and have your marketing department survey your customers. If you can’t spare the time but still need to know which are good profits, have AdLinea create an online web survey and email campaign to your customers to determine the Net promoter Score NPS.

When is the right time?

Look at what new products you plan to release in the next 12 months, what changes to your services or your bundles you are planning, or what time of year would be best for changing product bundles or service prices. Plan to have the changes in place well before any critical seasonal times.

How do you tell the customers?

One way or another you’ll need to announce the price change to your customers. Some industries and transaction volumes are such that simply including a notice in a bill is sufficient. For businesses where the relationship with customers is high touch or long term, more notice and more direct, personal contact may be the right way to go.

Alan Beaulieu and Jay Goltz both had recommendations for dealing with telling the customers. The one I found especially useful was when you have a great long-term customer and you don’t think the sudden price change will go well. The suggestion was to talk to them directly, explain the need for the price change, reference the long relationship and ask to increase the price slowly for that one client to minimize its impact.

For the normal customers, a phone call or letter should be enough. Here are some examples across several industries and situations:

Phone call #1

The reason I’m calling is to discuss our services for you over the upcoming season. We do our best to keep our prices reasonable and we have held off any kind of increase due to the economy over the last two years. Even though we’ve kept your prices the same, our costs have increased and now we have to raise our prices 15%. I wanted to call you personally and let you know you have been a great client over the years and we are making an exception for you and only increasing your price 7%. Your price has been $450 for the past three years, our new price will be $520, but we are keeping your price down to $480.

Letter #1

Due to the increase in our costs, we must raise the cost to you so we can continue to provide the quality and service you’ve come to expect. We have avoided raising our prices for as long as possible, but we can no longer prolong the inevitable.

The new price list is attached for your review and goes into effect on [date]. We will honor the current prices for any orders placed between now and [date of increase] so you can take advantage of them before the price increase.

We thank you for your business and appreciate your understanding the necessity for this price increase.

Announcement #1

Good news! We’re continuing to hold down costs for you!

Price changes since 2007:

40% increase on price of housing

110% increase on cost of medical insurance

35% increase on [other products they buy]

Just 15% on [your product]

Letter #2

My new rates go into effect as of January 2011 (I wanted to give you some time to adjust). I will be offering a discount to customers who sign up for regularly-scheduled cleaning. The new prices will be:

Weekly cleaning (year-round – 42 week minimum commitment): $80 per visit

Single “start of season” full house clean: $125

End of season “close the house down special”: $125

Monthly cleaning:

3 month commitment: (1 visit per month): $90/visit

6 month commitment: (1 visit per month): $85/visit

Please mark your calendars so you’re not surprised by the new rate! I look forward to continuing to work with you.

Letter #3

We regret that rising costs for raw materials necessitate our raising the price of all footwear 10%, effective September 1. We have made every attempt to avoid the increase, but we refuse to compromise on quality. This is our only recourse. We think you will agree that the quality of Shell shoes should not be sacrificed. We look forward to another year of association with you.

Letter #4

The price of diesel fuel for our delivery trucks will rise approximately $3 a gallon this fall. That and the higher cost of corn syrup in our soda drinks has forced this increase. Our competition will have to make similar increases, but we’ll still deliver better service. We appreciate your past patronage and look forward to serving your future refreshment needs.

Phone call #2

We are notifying our best customers of an upcoming price change. It is just a slight rate adjustment, due to the Consumer Price Index changes and increased transportation costs over the last twelve months, and it will go into effect on March 1.

We have been investing in efficient equipment and improved technology and that helps us keep rate increases at a minimum, today and in the future. We anticipate no additional rate adjustments for the next full year.

What if we cannot increase prices?

There are other ways to endure your costs increasing if you find price increases are impossible.

  • Get paid sooner as anything that accelerates cash flow has the same net effect as a price increase. Send out invoices earlier, set terms to net 15, or offer early bird discounts.
  • Reduce or eliminate discounts. Count the number of transactions at various price levels and make adjustments if 50% or more of your deals are discounted.
  • Improve customer loyalty and develop a relationship or annuity model. Sell upgrades and add-ons to loyal customers and they will buy more annually.
  • Sell a complete, packaged deal. Include everything that the customer could possibly need, add value and service and you can command a higher price.
  • Remove high-cost components. For customers with limited budgets, remove the labor-intensive highest cost items from your regular product and offer them separately.

So, we know pricing increases are coming and we are headed into a recovery and growth phase. The best path forward is understanding what to increase, planning the changes and announcing it to customers. Make sure you are surveying the competition and the customers and using marketing advice and communications to implement the increase without jeopardizing your business.

Facebook fan page confusion

April 22, 2010

Yet more changes from Facebook… now it’s Community Pages versus Fan Pages. What should a small business choose when employing social media? No worries; we’re here to help understand the difference between  Fan pages on Facebook and the new Community pages.

Right after Facebook changed the way you connect with a page from “Become a Fan” to just “Like this page”, they announced a new kind of page. This new Community page is designed to serve a very specific purpose. Facebook is telling users “the owners of an entity should create Fan pages for that entity” and “people who are interested in a topic or an entity but do not own it should create a Community page.”

That boils down to businesses creating Fan pages for their company, product or brand and individuals creating Community pages to talk about certain topics or interests. It seems Facebook is pulling back from the general public being able to create a “Richmond Flying Squirrels” fan page and leaving that up to the actual owner of that entity. Consumers and the public can still create a page to discuss “Richmond Flying Squirrels”, but it can’t be a Fan page; it has to be a Community page since the it wasn’t created by the owner.

Facebook is certainly aiming to reduce the number of Fan pages that aren’t actually representing the companies behind those products and services. As Facebook connects to more brands on more websites via the extended Like plan they unveiled at the F8 conference, it will be more and more important for them to restrict who can create a Like-able page that isn’t the real owner.

So, if you are a small business and you want to create a Facebook page to assist in branding, to be your cornerstone in reaching your audience via social media, and to provide a place for your customers to talk to you, you should still be creating a Fan page for your company. We have guides for creating Facebook Fan pages for business on the AdLinea website. For individuals, you’re limited to Community pages and Group pages.

Best Newsletter Content

March 1, 2010

The main focus of your content should be newsworthy information. If your email is just one big ad, customers will recognize it as such and avoid it like the plague!  By providing good content, you will keep the customers coming back and begin building those all-important ongoing relationships. Here are some suggestions for determining content:

• What are the top five questions that customers or members ask you?

• Who are some interesting customers, members, volunteers or employees?

• What problems are your customers facing?

• What information do you have that would help your customers and members see you as an expert?

• Have you been to any trade shows or conferences lately?

• Have any customers said nice things about you lately?

• What is something new or important that your current customers would benefit from hearing?

For more a more detailed explanation of this list, download a complete Newsletter Best Practices Guide Here.

Getting the most out of your Newsletters

March 1, 2010

Newsletters are a great way to reach out to your clients and prospects. They help you stay in touch and build relationships while providing useful information that will encourage recipients to look around your website and, better yet, give you a call. However, most inboxes today are flooded with “newsletters” and many people overlook them without even reading or they are caught by a Spam filter. So you’re wondering how to get past these obstacles? We’ve put together a checklist for Newsletter Best Practices so you see results from your email marketing campaigns.

• Call it something other than newsletter

• Reference everyone in your target audience

• Link to the best landing page on your website to address their interests or concerns

• Distribute emails in the middle of the week and late morning to early afternoon

• Include Your Privacy Policy

• Be Sure To Include An “Unsubscribe” Link

• Stay Away From Words That Set Off Spam Filters

• Include case studies, “how-to” article or tips, or a column by a guest writer

• Keep it to three to five concise articles

• Provide archived copies on your web site

• Provide contact information on the newsletter

• Call special attention to your current promotion or theme

For more a more detailed explanation of this list, download a complete Newsletter Best Practices Guide Here.

What does Apple’s iPad mean for Richmond businesses?

February 1, 2010

You’ve heard plenty of hype about Apple’s iPad and dismissed its direct impact on your Richmond-based business. You shouldn’t., not if you want to stay competitive.

Many people are viewing this new “giant iTouch” or “bigger iPhone” as a consumer device they’ll leave on their coffee table. Business people are looking at the iPad and wondering “how would one of my employees actually benefit from it?” That’s one way of seeing the value and where this is going, but you’d be missing the Big Picture if you stopped there.

All the new phones, iPhone and Droid and Google phone, are important because they are always connected to the Internet and they run “apps”. Consumers and business people are adopting and embracing and relying on these new platforms as tiny little web browsers and pocket-sized devices that run very easy, tiny applications. The new iPad and the “slate” or “tablet” computer that Google releases in response are the second wave of these new “app” platforms and they can be critical to bringing in new business for you.

For very little money and nearly no time at all, you can create an “app” that runs on these platforms, is available in Apple’s iTunes or Google’s app store, and promoted on your website, YouTube and Facebook. If you make a fun, interesting or useful “app”, you can dramatically increase awareness of your business and bring more prospects to your website.

Here are a few examples of local Richmond businesses and what is possible with the iPad, iPhone and Google-powered Droid. Imagine how you would reach your audience with something similar.

Home Media makes home theater as beautiful as your home

Home theater, music and security

Home Media works with architects, interior designers and home owners to embed the latest music and home theater equipment seamlessly into the very walls of your house. Ray Lepper’s design team knows how to make the mass-produced 50-inch LED TV and 20 individual boxy speakers blend right into your walls and wall switches and become part of your environment rather than stick out from it.

A simple “app” Home Media could create would be one that lets home owners snap a digital photo of their living room with the iPad and then choose from Ray’s catalog of the latest giant flat-screen TVs to swap out over the fireplace until they found the right one. Then they could pick the rooms of the house where the all-home music system would pipe CDs, downloaded iTunes and MP3s, HD and satellite radio to. With an iPad, these pictures would be large enough to help home owners to add some visuals to their dreams, all with the help of Richmond’s Home Media.

For the architects who are designing new dreams and the interior designers who are fitting technology into those dreams, an app Home Media could provide would list the available solutions and specs. Armed with a picture of each style of in-ceiling projector and projection screen, an architect or interior designer could show their clients what was possible, flip instantly to a page of specs to help the architect, and know Ray Lepper’s install and programming team can make every one of those solutions integrate into the home and provide ease of use to the occupants.

Buckingham Greenery makes your workplace a better place with live green plants

Making your office building more Green

Connie Hom has been making commercial interiors and building more green and giving their employees and tenants a more healthy environment for decades. Her Buckingham Greenery provides beautiful live plants to apartment buildings, office buildings, and commercial campuses like malls and executive headquarters. Adding the right kind of plants in the right places not only improves employee morale and customer perception, it makes the air healthier and cleaner.

For the employees of a building smart enough to use Buckingham Greenery’s services, an app that would help employees and occupants understand the benefits could be as simple as a “how healthy can you make it” game. You’d download the Be Green game to your Droid, walk through each halls and office, and pick out which plants are where. The game would give you a score on how healthy the air has become from the plants as well as a score as to how happy the employees are based on the visual appeal and greenness. Doing better than the average for Richmond businesses gives you a high score and many smiling employee faces. A low score means your office isn’t doing as much as it should compared to other businesses and competitors in Tidewater, Charlottesville or Roanoke. The game would make suggestions and allow you to try out new combinations of plants, selected by what improvements they make, and then tell you the new score.

Beyond just making a fun app designed to increase awareness of the benefits of live plants in the office place, Buckingham Greenery could deliver real value to building managers and facilities managers with an app that created service requests right on their phone. Instead of taking a lot of precious time, writing down a the location of a problem with a plant, walking back to their office and placing a call or sending an email to an unresponsive vendor, a busy property manager could snap a photo with their phone and start up Connie Hom’s service request app. Submitting a picture of the problem, clicking on what kind of attention is needed, and sending that new service request instantly would be the purpose of this new iPhone app. Tell a facilities manager you can save them twenty minutes and know for certain the issue was logged in and tracked and a response was on it’s way and you’ll have one happy customer.

Keeping Richmond employees happy with good coffee and vending

How many times have you heard an employee joke “can’t work any more today, we’re out of coffee”? Or someone complaining forever about “the vending machine stole my money”? Customers who have vending machines stocked by Halloran’s Refreshment Services or coffee brewers and services by Scott Halloran’s local Richmond business don’t suffer from this problem because they deliver the best service. But think of how much more their business itself would be known if they employed simple apps on iPhones, Google Android phones or the Apple iPad?

Instead of complaining to the over-worked office manager or filling out a tiny post card with “the Coke machine is out of Diet again” or “the cheese crackers are stuck in the snack machine”, Halloran’s customers could just pull out their Droid cell phone, start up the Halloran’s quick response app, scan the vending machine’s front ID label, and select “out of product” or “snack slot stuck” and tap “submit”. Seconds later Halloran’s customer service department would know there was a problem, know what to do about it, schedule a visit, and notify both the employee and the office manager that action was being taken.

Keeping customers happy with excellent coffee and service is Halloran's goal

For those offices where they know premium coffee keeps employees happy and have asked Halloran’s to install a Keurig K-cup cup-at-a-time coffee brewer, the employees can look up each of the Green Mountain coffees and decide which appeals to them the most. Scott Halloran’s coffee service team sets up a rack of up to eight different flavors or blends of coffee so every employee can select their own favorite. The app would tell which blends are dark, which are light, how the tastes vary which beans are used in each. Armed with this extra information, the employee can sample and choose to meet their immediate desires. Or press the “we’ve run out of espresso roast… help!” button. Pressing the Comment button and telling Halloran’s why they picked the Newman’s Special Roast and why they liked it so much would post that “vote” directly on the Halloran’s fan page on Facebook, recognizing the employee and employer and entering them in Halloran’s monthly coffee contest.

Don’t ignore the iPad and its kin

The “platform” of the Internet-connected portable app-playing device is here already. Apple and Google will be competing mightily and we all will benefit from lower prices and greater functionality. Business owners who recognize this new direction, this new way of being seen and attracting attention, and take advantage of it early will gain much more than their slower moving counterparts.

Got a great idea? We want to hear it!

Got an idea how your business could use the iPad or deploy a tool for customers on the Droid? Let us know and we’ll include it in our next blog on the new Internet platform.

So, you should take some time to understand the platform a bit more, brainstorm with your marketing team on what kind of value you could deliver on an iPad or a Droid phone, and use these ideas during your next marketing strategy session. A could of “what ifs” might well give you an inexpensive, new way to be seen as the exciting, capable and “right” vendor for customers and new prospects. If you need help figuring out how to leverage technology like this and your website and Facebook and everything else, just send us an email or give AdLinea a call.

Is My Website Working?

January 27, 2010

Does your receptionist answer “Gee, I don’t really know” when a caller asks “what does your company do” or when they ask “is your product right for me”? Of course not! You’d retrain or fire them if they did. Can you say the same about your website, though?

Many businesses are realizing the Internet is quickly becoming the de facto way prospects locate their products and services. Your website should be the core of your Internet marketing strategy, but often it is poorly designed or money has been wasted making it look pretty rather than being effective.

At a recent business conference here in Richmond, I heard five different CEOs and business owners state they needed to redesign their websites because they were missing out on Google searches or social media or they needed it to bring in sales. However many of these business owners were talking about how to make the website look better rather than bring in leads better.

AdLinea is a marketing strategy company, not a web design firm, so we’re very focused on making the website into the cornerstone of a marketing plan. While it is important to look professional and to match the image of your company with the visual appeal of the website, we are more interested in how the website identifies with your target market, delivers your message while speaking in audience-specific terms, and providing the support your social media and email campaigns need to bring more leads to your sales team.

We have developed a simple tool for helping you understand if your website is working for you, if it is bringing in leads and supporting your marketing. AdLinea’s Website Effectiveness Tool gives you a number of questions to answer like:

  • Does your website have valuable tools, like a checklist or whitepaper or guide that visitors can read or download?
  • Do important keywords appear in the URL of your landing pages?
  • Do traditional marketing materials point to the website?

You can answer these questions on your own and see how well your website is doing the job it should be doing. If you find it isn’t doing a great job yet, don’t jump right to redesigning your website. Instead, come back next week and learn the things you should expect a website to do. Know what the goals are before committing to a redesign that still doesn’t become your best lead generator.

Website Effectiveness Test

Get the Website Effectiveness Tool here

Take a look at our Website Effectiveness Tool, rate your site using the instructions provided, and check back with us in next week’s blog to take the first steps towards making your website work for you, not just be a pretty advertisement no one ever sees.