Intention is one of the most important concepts to master. There are two types in digital marketing. One type of intention is what you expect a customer to do. The second type is your customers own intent. There must be a common balance between both intentions.
Intention of forms, apps and brochures
Purpose must be clearly defined within websites. If not, part of the overall web strategy will not be successful. Brochures, forms and applications must all have a purpose.
Brochures are created to list important information. Provide value quickly by allowing brochures to be simple, easy to read and download.
Apps provide interaction to customers, also entertainment. Entertainment keeps the focus of a customer. Focus allows for an opportunity to influence a decision.
LaFerrari is one slot car that I’ve waited for quite sometime to get. These cars tend to go for around $50, but I was able to get one for $25. Carrera did a really good job on these cars. The detail with the mirrors and vents is amazing.
The size of the car is 1/32 but it feels a little bigger. It seems like it’s a little heavier than a Scalextric car. This is truly the first new Carrera 1/32 car I’ve purchased and I’m very proud of it.
The smoothness of this car is amazing as it goes around the track. I’m assuming this has a lot to do with the placement of the magnet in the chassis. It seems to stick to the track very well even as the car gets up to top speed.
It’s a quiet car, unlike the rough sound from older slot cars. The engine sound is kind of a unique winding noise that matches the cool look of the car. There’s no lights on either the front or the back but there is a driver.
A slot car is a great way to collect cars without spending on the real thing. I’m getting near 30 slot cars in my collection and made some extreme purchases. These types of purchases taught me some lessons.
A used slot car is just as good as new
Used can be a great way to get cars at half the price of new. There may be some scratches but in most cases they are unnoticeable. If you are okay with an occasional mirror missing but everything else looks fine you will find a treasure in the used market.
Slot car collectors seldom are harsh on their cars so in many cases the car will look new. These types of cars are harder to find, they will be owned by someone who has decided to no longer be in the hobby.
A good place to start with looking for used cars is www.ebay.com. If you don’t know much about cars it’s a good idea to start at scalextric.com or carrera-toys.com. This will help you get an idea of how much a car costs new so you don’t over bid on cars.
A digital customer is in complete control of their buying. The internet has created a way to buy without ever talking to a real person. While many people enjoy browsing stores there are others who like to shop within the comfort of their home.
Digital Customer Wants Easy Purchasing
The digital customer looks for simplicity, they want to purchase quickly. This customer also is okay with browsing multiple sites to find the best price. Once they find a website which they are comfortable with they tend to continue to purchase there.
Purchasing online is a normal way of life. There’s no fear of making purchases but they are aware of possible dangers. Due to dangers they tend to purchase from only well known sites.
They will also make visits to a physical store. While in the store they will note the price of the product they are interested in and choose to wait on the purchase. Once out of the store they will research on the business website to find a special online price.
Marketing to an audience is one of the hardest concepts to master. To get good at it takes a lot of practice. It takes a lot of failures to understand what works. There’s no set standard that will work for everyone. To find success it depends on the product, target audience, and the price.
Marketing to an audience
If you are new to marketing learning to talk to a specific individual is one of the hardest things to grasp. Believing that you are marketing to everyone in the world is a bad approach. There are only certain people at a specific time that are looking for your product or service.
Gather as much information about your audience before writing messages. What do they respond to? Where do they spend most of their time? Do they tend to shop at certain times of the day? This will help you to build a strategy to target them.
Web tools are the first thing that marketing organizations focus on. A sales person calls and instantly it’s a new tool the company must have. The marketing team ends up with multiple tools none of them being used correctly.
Problem with having too many web tools
Too many tools can hurt your budget and cause you to have unnecessary technical issues. The more things you need to try and connect to one another makes it complicated consequently making marketers technical support people. You need to make your web solutions as simple as possible. Be a marketer first and then become a technical person if needed. Often times, marketers want to be technical first and forget their job is to entice individuals to purchase products.
Eliminating the need for web tools
Focusing on the goals of the marketing team helps to decide which tools are needed. Only take sales calls from people who have a tool to match your current needs. This will help to not waste your teams time and keep you from being pressured into something you don’t need.
It’s easy to receive many emails with the latest promises of how to increase ROI. It’s up to you to weed through the noise and determine if it can truly help you. Don’t let a sales person make decisions for you therefore causing regret later.
SEO (Search Engine Optimization) has become something difficult for people to understand. It’s actually pretty simple. Use words in your web pages that people actually use when performing a search.
You make motorcycles and you want to be found for “Rad Motorcycle”. You must have the term “rad motorcycle” listed in the web page. It’s pretty common to to hear people complain they aren’t being listed but they don’t use any terms.
Setup your directory structure to be specific as well. Use structures like www.radmotorcycles.com/for-sale/Nitro-Rad70. The for-sale in the directory tries to capture someone who types in “motorcycles for sale“. Your main domain radmotorcycles.com tries to capture the “motorcycles for sale”.
Meta titles play a huge part so make sure to have them on all pages. Include meta descriptions on pages as well.
Test your SEO and adjust it until you get it to a place you like. Don’t be afraid to manually submit index requests to Google for indexing.
Review sites that show up in search rankings. Look at their directory structures and how often they use certain words in their web pages.
Best practices are somewhat misleading. How can you take another companies’ practice and use it as your own? Just because it worked for their company why would it work for yours? Are you selling your product to their exact same customer base?
My Teams Best Practices
I like to challenge my team to create our own best practices. While finding things that aren’t working it tends to lead to items that become best practices. Eliminating things that don’t work quickly allows us to direct our focus.
Resisting technology doesn’t stop it from happening. Companies fall short when things need to change; but as a marketing professional you must assist/drive change.
Change is part of understanding how customers are growing. Customers look for different things at different times in life. The message used a year ago may not pertain to a customer now thus causing poor responses to ads.
Resisting Is Accepting Defeat
Technology makes it easy to talk to customers quickly. Email and instant messaging allow for faster customer interaction. If you don’t choose to accept technology your competitors will.
Whether it’s the latest buzz word or social media platform quit following the crowd. It’s not about the number of platforms but how you use them. If you only use one platform and are getting a return it’s success. The return doesn’t have to be a sale but could be brand recognition.
What’s the plan for the buzz?
If you are following the latest buzz craze what’s your plan? List out specifics of what you tend to get out the platform. Usually this will be very difficult to do because most of the time it’s an irrational decision.