How to Break Through Digital Noise
The digital landscape has exponentially grown in recent years and with this people are now bombarded with online marketing and advertisements every day. Many businesses find it difficult to stand-out among the flood of information flying at people through their computer and mobile devices. It’s been reported that the average consumer is hit with 600 to 3000 advertisements a day! So, how do we draw them in?
For those struggling to make an impacting digital presence, don’t worry, here is a guide on how to make a lasting impression on your customers.
The first step to creating a noteworthy online presence would be to craft a cohesive narrative or message about your business. It’s not only about telling the story of how you started your business, but the key is to present a comprehensive offering to your customer. When coming upon your site consumers are likely looking for answers to the following questions:
- Who are you?
- What do you do?
- How is it useful to me?
These are the vital questions to consider when constructing a valuable message to present in your marketing campaigns. Furthermore, make your message engaging, interesting, and real. What this means is that it’s not enough to tell your story, you have to get your users to stay, remember, or return to your site! This leads us to the next step!
Follow the Rules of Buzz Marketing
There are 6 buttons in buzz marketing that are ways to engage in conversation with your users. Interaction with your customers is absolutely necessary for your business’ success and overall online environment. You not only need to get your customers to visit your site and read your content, but you also have to get them to comment, like, or share on social media. How do you create buzz around your company? To get this done you have to hit the 6 buttons of buzz marketing!
6 Buttons of Buzz Marketing: (Mark Hughes)
- The Taboo Button: people enjoy exploring the unknown or getting away with unacceptable behavior. Have a boring, common-place product? Spice up your advertising by touching upon common taboos. For example, Herbal Essences stood out with their commercial for their shampoo that showcased women mimicking orgasm when using their product.
- The Unusual Button: think outside-of-the-box with your product, people love discovering new and interesting products or solutions. A good example of this is Pepsi’s “Pepsi Challenge,” which pitted the soda against its top-selling competitor Coke. People were stunned to see they chose Pepsi (#2 soda) over Coke (#1 soda).
- The Outrageous Button: be bold when marketing your product, cause a stir that will have people talking about your product for weeks. Think of Miley Cyrus’ twerking fiasco at this year’s VMAs, people still bring it up more than a month later!
- The Hilarious Button: laughter is the best way to get remembered by your customers. A recent example of this would be Skittles’ commercials that feature odd-ball story lines featuring their candies. Their Skittles Bleachers commercial showcased a boy who is inflicted with Skittles Pox (like Chicken Pox) and is contagious to everyone!
- The Remarkable Button: highlight the incredible qualities of your product or services. Amaze people with research or statistics on your top-performing features of your product. A great example of this would be Tom’s Shoes. Their popular commercial focused on the charity work that the company was tied to and it directly presented how the customer’s purchase aided those in need.
- The Secrets Button: revealing secrets is another quick way to start a conversation with your customers. People love to learn and share secrets. When you share a secret with your consumer they become “in-the-know” and feel like a member of an exclusive club. For instance, when Google first introduced Gmail, it only offered it to a select group of beta-testers. Offering an “in” into the cool the club.
Develop Beautiful Design
Having a compelling web design that reflects your business’ message is pertinent to avoiding digital noise. When it comes to the look for your site, less is definitely more! Simple and clean websites are shown to have better conversion rates. Here are some important things to consider when designing your company’s minimalist website.
- What is the site going to be used for? Clearly illustrate the site’s purpose through design to eliminate confusion for users.
- What page elements should I focus on to optimize the look of the site? Always consider the following design fundamentals:
- Unity: all items on the page must fit and flow together to grab users’ attention.
- Whitespace: you don’t have to use every open space on your page! Instead let your design breathe and leave some room between elements.
- Alignment: with a minimalist design, mistakes are easy to spot! Make sure that everything is aligned correctly when designing your site, as many people will associate the integrity of your business to the performance of your site!
- Hierarchy: there’s only a couple of seconds available in order to get a person’s attention. So, the way your designers make use of sizing and weights of images creates a flow that the user’s eyes generally follow. Make sure you’re leading your viewer in the right direction!
- What is absolutely necessary to the site? Never hesitate to take out aspects that aren’t crucial to your design. Remember simple, easy-to-use sites have the best conversion rates! User interaction is vital! Usability of the site trumps design and that’s OK because they should work together to create the optimal website.
- What colors should be used? Just because website should be simple and clean, doesn’t mean that you must always use black and white. The trick is to use colors to reinforce the overall message you’re trying to evoke.
Track Your Activity
Lastly and most importantly, in order to optimize your digital presence, you must always monitor your progress and go back to the drawing board if need be. Tracking the activity on your site and social media will likely point to possible improvements to your design or marketing efforts. Looking at the analytic data of your site can also highlight where your company is gaining the most traffic and positive interactions. There are many tracking methods and analytic services out there, but here’s a list of the types of tracking methods to use to optimize your site:
- A/B Testing: when first designing your website, you can test to see if your design actually works to covert users to customers.
- Heat Maps: track where your users are specifically looking on your website.
- Analytic Software: track user activity on your website and on your company’s social media.
Following this basic guidelines will help your company break through the proliferating digital noise of the Internet.
Can you think of any other ways to dodge digital noise for your site?
If you’re looking to update your website’s design or marketing campaigns, contact us to get a free quote today!