Archive for May, 2010

When you build your next Web site, or write your next blog post, or craft your next email campaign to customers or prospects, answer three questions:

1) Who is the primary intended audience
2) What is my primary message to them
3) What is my expected outcome

Most marketers do the first two, but don’t always think through the third. And although the first two are required to make the third work, the outcome of your activity is by far the most important.

In fact, many successful marketers work backwards. If your expected outcome is to generate qualified leads for your sales team, for example, that will help decide who you choose as an audience and what you might say to them.

But the outcome is rarely just about generating leads, or traffic, or visits. When you think outcome, think revenue. What is the revenue-based outcome of what you’re trying to accomplish, and how does every facet of your execution gear towards that outcome?

(source: Matt Heinz,

A wise comment on my WebSight Viewpoint regarding keeping the look and feel of your Internet presence consistent was received from John Blair of Executive Strategies:

“The single most important factor when launching promotional/advertising campaigns is to have your Search Engine Optimization (SEO), website landing pages, social platforms like Twitter and Facebook, all speaking the same message, and keep a crisp delineation regarding which platform provides information, which one is selling, and which one is fulfilling in a clear strategy.”

Along with the look and feel, having a specific plan for presenting your key message will ensure the best chance of your campaign being successful.  Who is your audience for each venue?  What is your purpose for using that particular venue?  Each venue will present itself to prospective clients a little differently, but know that everything you communicate to your customers should convey the same message about your company.

Many small businesses end up with a muddled message because they have no plan.  Whether you are marketing to the masses or a specific niche/industry, those that are interested in your product will see your message if you are consistent.  By keeping all aspects of your marketing plan consistent you’ll have a better chance of establishing your brand.