Business Web Sites are Tools
What do web visitors want, anyway?
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
Recently, I was visiting with a friend who is a principal at a large construction firm and we got onto the subject of web sites. “We have a beautiful site,” he said. “It’s very cool.” In addition to its beauty, he extolled its various gizmos and gadgets. “What does it tell visitors,” I asked. “How effective is it at generating leads?” He was stumped.
I hated throwing cold water on his enthusiasm, but in my business we believe that web sites are tools, not toys. At Brand Acceleration, we work with architects, engineers, construction companies, economic developers, and real estate professionals who use web sites for the purpose of communicating key messages to highly targeted audiences. For those audiences, web sites are tools used for the purpose of evaluating potential service providers or business locations. They’re not looking to be entertained. They want solutions.
The world of web sites is enormously competitive. According to a 2008 report by Google, they had, at that time, indexed more than one trillion unique URLs. How in the world can one company or community stand out? Here are just a few key points to consider when you set out to build a business web site:
You are not the audience
It’s very important to remember who the audience is. Are they business people? Do they work in a specific industry? What do they want to find when they visit your site? The biggest mistake you can make is to ask yourself, “What do we want to say or show?” It’s not about you. If you make it nothing more than a talk and tell site, visitors will leave and seek out one of your competitors.
Message is everything
The purpose of any business web site, ad, or brochure is to convey a message. Once you have the visitor’s attention, you’d better tell them something they want to hear or they’ll move on. In most cases, they are searching for solutions and if they can’t easily find them, they will leave your site and seek them elsewhere. This is business, not a leisurely stroll through the park. Effective sites provide credible content which is of value to the visitor. They want you to tell them what’s in it for them.
Be careful not to try to tell them everything, though. Web sites are not electronic brochures and visitors just won’t read long blocks of copy or wade through countless pages. The idea is to tell them just enough to entice them to dig deeper and to eventually make contact. That’s kind of what we’re trying to accomplish, right?
Avoid templates and packages
Your web site is probably your most important promotional tool and should not be done on the cheap. There are numerous software companies and a very large number or web developers who will gladly offer you a “package deal” allowing you to have a web site in a few days or weeks and for a “very low price.” Look out! I’ve seen many of these sites and they are often nothing more than templates or knockoffs of work they’ve done for other companies. I recently met a company owner who had paid $50,000 for a web site, just to find out that it looked almost identical to the web developer’s own site. He was shocked and more than a bit ticked off. At Brand Acceleration, every web site, brochure, ad, or other tool we create is custom developed just for that client. The look, writing, and structure are unique. You can’t stand out by looking or sounding like another company. Besides that, it’s shameful for an agency of design firm to sell a knockoff of other work. Shameful!
Great design is about more than beauty
“It’s beautiful!” These are words that we love to hear. We always want clients to be pleased with the appearance of their site. However……
What good is a beautiful web site if no one reads it or digs deeper into its pages? There are many “web designers” out there who have no experience or education in the art of design. It’s about much more than beauty. Whether a web site or brochure, great designers know how to move the viewers attention from one place to another and encourage them to move further into its pages. If the visitor stops at page one, your investment is wasted.
Beware of gizmos, gadgets, and the latest clever apps
In the world of business-to-business communication, web site visitors are looking for answers, not entertainment. While having a product ad crawl across the screen may seem like a unique way of getting in front of the visitor, it also has the potential of irritating them and causing them to leave. Such devices add no value and may slow down the visitors search for information. Cool and clever may seem entertaining to some but I once had a site selection consultant tell me that if a web gadget gets in his way, he’ll take the city or county off his list and move on. “I just don’t have time for that stuff,” he said.
With all of the options available to web site owners, it’s very easy to become distracted. Low price offers, templates, and clever apps can lead them to an ineffective waste of money. We feel it is crucial to remember how visitors use a site. We always remember that our job is to develop powerful web sites, brochures and other tools that generating results for our clients.
A few sites that we’re especially proud of are: Freitag-Weinhart, Stanly County Economic Development, I-74 Business Corridor, and Poynter Sheet Metal.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
Monday, January 31, 2011
Sunday, January 16, 2011
Don’t Be Fuzzy about Your Why
What motivates you, your team, and your customers?
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
Have you ever had one of those days when ask yourself, “Why am I doing this?” We all have. I was out with a few buddies recently for one of those Cocktail and Cigar nights, and one of them asked that question. He was feeling especially unappreciated and was questioning just about everything about his business.
Our discussion really got me wondering how business owners and managers maintain their enthusiasm after they’ve been at it for several years. How do they motivate their team when they’ve lost their own passion?
A longtime believer in goal-setting, I decided to do some personal evaluation to consider what motivates me and the Brand Acceleration team. The approach was to take a hard look at everything and everyone and ask “Why?”
Why are we in business?
Businesses are started for a number of reasons. Some people just want to be their own boss, some dislike their present situation, and some think they’re going to get rich. Some start a company to create their own job; a very dumb move. Successful entrepreneurs start a business because they have a passion and talent for their chosen profession, and because they want to be the best at what they do. Then there are those businesses which are started by people who have a passion for providing outstanding customer service.
At Brand Acceleration, our approach was to go to an offsite location where we could do some serious self evaluation and long-term corporate visioning. We asked ourselves questions such as, “What is our purpose?”, “What do we want the company to look like in three, five, or ten years?”, and “What excites us?”
Why do you do what you do?
Several years ago, in a previous career, I owned a company that owned and managed conferences, trade shows, and promotional events. We also designed and produced very high-end trade show exhibits and provided effectiveness training for booth workers. When I first started the company, I was on the front line, managing every detail and doing much of the work. I negotiated venue contracts, handle all event promotions, and even designed exhibits. I loved every minute of it. We specialized in events for the agricultural industry and enjoyed huge success and rapid growth. We worked with clients such as John Deere, Monsanto, Dow AgroSciences, and numerous other well known ag companies.
As the company grew, so did my duties as the company owner. Rather than personally managing the events, I was now dealing with mundane tasks such as employee issues, insurance, taxes, and other motivation killers. Any business owner or manager will tell you that you need to have a plan in place to make the transition from startup to an established, functioning organization. You’ll need to surround yourself with talented people who will handle the work you just don’t want to do. Doing so will free you up to do what you love and to focus on growing your business. As selfish as it sounds, one of your very important responsibilities is to maintain your personal satisfaction and happiness. The alternative is unthinkable. An unhappy boss leads to a miserable workplace and a company headed for trouble.
Why do employees and vendors stay or leave?
Isn’t it interesting how many people are working in a job or industry that is completely different than they had envisioned for themselves while in college? How about you? Are you doing what you had planned? Are you doing what you want to do? Many are working in jobs not because they love them but out of necessity. Unfortunately, it’s very difficult for them to be happy and motivated in jobs they’d really rather not be in. We look for employees and vendors who are living their dream, doing what they love, and motivated to do great work. Bad attitudes and overinflated egos just don’t fit into our structure.
One of our clients recently asked each of their employees to write a job description and personal evaluation. They were also asked to make a list of their duties and whether they like or dislike each, and why. The exercise helped to identify satisfaction or dissatisfaction points and to reassign some tasks to people who were better suited. The result is a happier, more cohesive, and motivated team. What an outstanding idea!
Why do customers stay or go?
Customers stay or go for many reasons. Of course, if you provide outstanding delivery of products or services, customers are much more likely to love you and refer you to others. What sometimes happens is that companies become complacent and take their clients for granted. The result is that customers begin feeling unloved and leave.
Working in the economic development industry, we know that most communities place a major emphasis on keeping existing employers happily in place. Recently, I chatted with a company manager who told me that he hadn’t spoken to his county economic developer in years, but when the company announced plans to cut staff, the guy showed up to ask what could be done to save the jobs. Too little – too late.
At Brand Acceleration, we work to be much more than just a vendor to our clients. We serve as part of their organization, providing genuine and knowledgeable counsel. Our attitude is that their business is our business. The relationship deepens and they become more than just clients. They’re like family. Without such connections, clients are much more likely to see you as replaceable. Not a good thing.
A serious evaluation may be in order for you, your team, and your overall organization. It may be time for owners, managers, employees, or even community elected officials to ask the question, Why? It may be the most important thing you can do for your future.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
What motivates you, your team, and your customers?
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
Have you ever had one of those days when ask yourself, “Why am I doing this?” We all have. I was out with a few buddies recently for one of those Cocktail and Cigar nights, and one of them asked that question. He was feeling especially unappreciated and was questioning just about everything about his business.
Our discussion really got me wondering how business owners and managers maintain their enthusiasm after they’ve been at it for several years. How do they motivate their team when they’ve lost their own passion?
A longtime believer in goal-setting, I decided to do some personal evaluation to consider what motivates me and the Brand Acceleration team. The approach was to take a hard look at everything and everyone and ask “Why?”
Why are we in business?
Businesses are started for a number of reasons. Some people just want to be their own boss, some dislike their present situation, and some think they’re going to get rich. Some start a company to create their own job; a very dumb move. Successful entrepreneurs start a business because they have a passion and talent for their chosen profession, and because they want to be the best at what they do. Then there are those businesses which are started by people who have a passion for providing outstanding customer service.
At Brand Acceleration, our approach was to go to an offsite location where we could do some serious self evaluation and long-term corporate visioning. We asked ourselves questions such as, “What is our purpose?”, “What do we want the company to look like in three, five, or ten years?”, and “What excites us?”
Why do you do what you do?
Several years ago, in a previous career, I owned a company that owned and managed conferences, trade shows, and promotional events. We also designed and produced very high-end trade show exhibits and provided effectiveness training for booth workers. When I first started the company, I was on the front line, managing every detail and doing much of the work. I negotiated venue contracts, handle all event promotions, and even designed exhibits. I loved every minute of it. We specialized in events for the agricultural industry and enjoyed huge success and rapid growth. We worked with clients such as John Deere, Monsanto, Dow AgroSciences, and numerous other well known ag companies.
As the company grew, so did my duties as the company owner. Rather than personally managing the events, I was now dealing with mundane tasks such as employee issues, insurance, taxes, and other motivation killers. Any business owner or manager will tell you that you need to have a plan in place to make the transition from startup to an established, functioning organization. You’ll need to surround yourself with talented people who will handle the work you just don’t want to do. Doing so will free you up to do what you love and to focus on growing your business. As selfish as it sounds, one of your very important responsibilities is to maintain your personal satisfaction and happiness. The alternative is unthinkable. An unhappy boss leads to a miserable workplace and a company headed for trouble.
Why do employees and vendors stay or leave?
Isn’t it interesting how many people are working in a job or industry that is completely different than they had envisioned for themselves while in college? How about you? Are you doing what you had planned? Are you doing what you want to do? Many are working in jobs not because they love them but out of necessity. Unfortunately, it’s very difficult for them to be happy and motivated in jobs they’d really rather not be in. We look for employees and vendors who are living their dream, doing what they love, and motivated to do great work. Bad attitudes and overinflated egos just don’t fit into our structure.
One of our clients recently asked each of their employees to write a job description and personal evaluation. They were also asked to make a list of their duties and whether they like or dislike each, and why. The exercise helped to identify satisfaction or dissatisfaction points and to reassign some tasks to people who were better suited. The result is a happier, more cohesive, and motivated team. What an outstanding idea!
Why do customers stay or go?
Customers stay or go for many reasons. Of course, if you provide outstanding delivery of products or services, customers are much more likely to love you and refer you to others. What sometimes happens is that companies become complacent and take their clients for granted. The result is that customers begin feeling unloved and leave.
Working in the economic development industry, we know that most communities place a major emphasis on keeping existing employers happily in place. Recently, I chatted with a company manager who told me that he hadn’t spoken to his county economic developer in years, but when the company announced plans to cut staff, the guy showed up to ask what could be done to save the jobs. Too little – too late.
At Brand Acceleration, we work to be much more than just a vendor to our clients. We serve as part of their organization, providing genuine and knowledgeable counsel. Our attitude is that their business is our business. The relationship deepens and they become more than just clients. They’re like family. Without such connections, clients are much more likely to see you as replaceable. Not a good thing.
A serious evaluation may be in order for you, your team, and your overall organization. It may be time for owners, managers, employees, or even community elected officials to ask the question, Why? It may be the most important thing you can do for your future.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
Saturday, January 1, 2011
Jump Start Your Resolutions
The first thirty days are crucial to your success
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
With the holidays behind us and all the gifts opened, it’s time to drag out that list of New Year’s resolutions for a quick review. Right at the top of the list are the usual items such as weight loss, financial management, etc. Many companies and communities also write a list of resolutions. It’s often more of a wish list. At Brand Acceleration, we’re often part of the list development process, helping to develop strategic plans and tools required to carry them out. Such a list might look something like this:
Develop a Strategic Plan
With the economy showing signs of recovery, now is the time to take a big-picture look at your future. Are you content with your brand position or is it time to examine who you are in comparison with your long-range vision?
Now is the time to develop long-range brand strategies that are focused on a BHAG. A Big Hairy Audacious Goal, according to the 1996 article entitled Building Your Company's Vision (James Collins and Jerry Porras) is "an audacious 10-30 year goal to progress toward an envisioned future." Shorter term, what are your plans for 2011?
Is your Web Site more than Two Years Old?
It's hard to believe that web sites outdate that quickly, isn't it? But, when you consider the many changes that have likely taken place at your company or community, coupled with the massive technological changes, your site may be outdated. All those new apps and remote devices like iPhones and iPads also play an important role in the functionality of your web site.
Brochures: Sometimes They Just Get Outdated
Take a look in your supply closet. What do you see? Are your brochures fresh, contemporary and consistent in their appearance or are they fragmented and dated? Sometimes it just makes sense to throw out the old materials that still show the young lady with the 80's hair style and replace them with pieces that will position your organization as one that is poised for the future. Often, these tools are responsible for making the all-too-important "first impression."
Pride Campaign – Internal Branding
Among your best advocates are those people who live in your community or work for your company. A well thought out internal communication program can not only inform your constituents about your activities, it can develop a positive emotional connection that can pay dividends. Simply put, you want your team to be with you, not against you. I’ve seen great plans struggle because the troops were not committed.
Target Marketing is Powerful Marketing
In these days of tight budgets and very demanding bosses, many organizations are opting for highly-targeted direct marketing efforts, reaching out to clearly defined and qualified audiences. Whether direct mail or e-mail marketing, messages are crafted to resonate, based on a clear understanding of audience expectations.
Maybe it’s Time for a Fresh, New Logo
Every now and then, even the largest and most respected companies change or refresh their logo. Simply put, the old one gets outdated. Times change and so should companies and communities. Doing so demonstrates that you are a cutting edge organization which is positioned for the future rather than living in the past.
Meetings, Retreats, Mission Trips, and Trade Shows
Even with all of the advertising and other marketing communication tools, there is nothing like getting face-to-face with clients or prospects. Our clients often add scheduled meetings, retreats, and mission trips to their wish list. A carefully planned visit to a target city or country can go a long way toward building fruitful relationships that can boost business. In conjunction with trade shows or conferences, such efforts can be amazingly effective. Powerful trade show marketing is far more than just popping up an exhibit and sitting behind a table.
Done Right, Media Advertising Still Works
“We tried advertising once and it just didn’t work.” I hear this all the time. “What do you mean when you say it didn’t work,” I ask. “We didn’t get any calls,” is often the answer.
This is clearly a case of unrealistic expectations. Anyone who runs an ad and waits for the phone to ring is living in a fantasy land. Sure, it happens, but the reality is that media advertising is better suited as a brand building effort that positions a company or community for future activity. In a nutshell, if the prospect knows you and has a positive opinion of you, you’re much more likely to get a shot at their business when the need arises.
My Wish for You
After a couple of very challenging years, it’s finally beginning to look as if we’re in an economic recovery. Whatever is on your list, my wish for you is that 2011 is a year of success and abundance. If we can ever be of assistance, I hope you’ll give me a call. We’d be honored to be part of your team. Now is the time to get started.
Make the first thirty days count.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
The first thirty days are crucial to your success
By Jim Walton
CEO, Brand Acceleration, Inc.
Indianapolis and Charlotte
With the holidays behind us and all the gifts opened, it’s time to drag out that list of New Year’s resolutions for a quick review. Right at the top of the list are the usual items such as weight loss, financial management, etc. Many companies and communities also write a list of resolutions. It’s often more of a wish list. At Brand Acceleration, we’re often part of the list development process, helping to develop strategic plans and tools required to carry them out. Such a list might look something like this:
Develop a Strategic Plan
With the economy showing signs of recovery, now is the time to take a big-picture look at your future. Are you content with your brand position or is it time to examine who you are in comparison with your long-range vision?
Now is the time to develop long-range brand strategies that are focused on a BHAG. A Big Hairy Audacious Goal, according to the 1996 article entitled Building Your Company's Vision (James Collins and Jerry Porras) is "an audacious 10-30 year goal to progress toward an envisioned future." Shorter term, what are your plans for 2011?
Is your Web Site more than Two Years Old?
It's hard to believe that web sites outdate that quickly, isn't it? But, when you consider the many changes that have likely taken place at your company or community, coupled with the massive technological changes, your site may be outdated. All those new apps and remote devices like iPhones and iPads also play an important role in the functionality of your web site.
Brochures: Sometimes They Just Get Outdated
Take a look in your supply closet. What do you see? Are your brochures fresh, contemporary and consistent in their appearance or are they fragmented and dated? Sometimes it just makes sense to throw out the old materials that still show the young lady with the 80's hair style and replace them with pieces that will position your organization as one that is poised for the future. Often, these tools are responsible for making the all-too-important "first impression."
Pride Campaign – Internal Branding
Among your best advocates are those people who live in your community or work for your company. A well thought out internal communication program can not only inform your constituents about your activities, it can develop a positive emotional connection that can pay dividends. Simply put, you want your team to be with you, not against you. I’ve seen great plans struggle because the troops were not committed.
Target Marketing is Powerful Marketing
In these days of tight budgets and very demanding bosses, many organizations are opting for highly-targeted direct marketing efforts, reaching out to clearly defined and qualified audiences. Whether direct mail or e-mail marketing, messages are crafted to resonate, based on a clear understanding of audience expectations.
Maybe it’s Time for a Fresh, New Logo
Every now and then, even the largest and most respected companies change or refresh their logo. Simply put, the old one gets outdated. Times change and so should companies and communities. Doing so demonstrates that you are a cutting edge organization which is positioned for the future rather than living in the past.
Meetings, Retreats, Mission Trips, and Trade Shows
Even with all of the advertising and other marketing communication tools, there is nothing like getting face-to-face with clients or prospects. Our clients often add scheduled meetings, retreats, and mission trips to their wish list. A carefully planned visit to a target city or country can go a long way toward building fruitful relationships that can boost business. In conjunction with trade shows or conferences, such efforts can be amazingly effective. Powerful trade show marketing is far more than just popping up an exhibit and sitting behind a table.
Done Right, Media Advertising Still Works
“We tried advertising once and it just didn’t work.” I hear this all the time. “What do you mean when you say it didn’t work,” I ask. “We didn’t get any calls,” is often the answer.
This is clearly a case of unrealistic expectations. Anyone who runs an ad and waits for the phone to ring is living in a fantasy land. Sure, it happens, but the reality is that media advertising is better suited as a brand building effort that positions a company or community for future activity. In a nutshell, if the prospect knows you and has a positive opinion of you, you’re much more likely to get a shot at their business when the need arises.
My Wish for You
After a couple of very challenging years, it’s finally beginning to look as if we’re in an economic recovery. Whatever is on your list, my wish for you is that 2011 is a year of success and abundance. If we can ever be of assistance, I hope you’ll give me a call. We’d be honored to be part of your team. Now is the time to get started.
Make the first thirty days count.
Brand Acceleration is a full-service advertising, brand management and public relations firm operating from Indianapolis, Indiana and Charlotte, North Carolina. The agency’s focus is on economic development, architecture/engineering/construction and real estate.
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