Try not to be overwhelmed
In the very first Mad Men episode Joan shows Peggy her desk equipped with a then state-of-the-art typewriter, rotary phone and intercom and explains,
“Now try not to be overwhelmed by all this technology. It looks complicated, but the men who designed it made it simple enough for a woman to use.”
If Joan only knew only knew what was ahead – in technology and otherwise! To put this in some perspective, I started doing websites in 2002 transitioning from a background in print. At that point, most small business websites were still a static version of their print brochures that could usually only be changed by a web designer. A small business could still get by without having a website. Now, a professional web presence is an absolute must and marketing your business with it has become increasingly more involved. Websites typically have a content management system built in so that clients can make changes to their site instantly. Getting top rankings on Google gets tougher all of the time so you need to find innovative ways of driving traffic to your website and ways to engage them once they get there.
More than a brochure…
Today your web presence is your best marketing tool, hands down. Many people don't even open a phone book. I haven't in years. Newspapers and magazines are no longer your best option for advertising. Your website is your lifeline and you need to use every tool in the toolbox to get your message heard.
Of course everyone wants to rank well in Google searchers, but you also need to be on Facebook and other social media outlets and you need to figure out how to promote your business in innovative ways. Perhaps a video would sell your product better than a text description. A website is now judged on conversions. You can set goals and you can track results. Goals can be as varied as filling out a contact form, signing up for a newsletter, purchasing a product, adding a product to a wish list, leaving feedback, signing up for Facebook, just to name a few. Websites are now the beginnings of what you hope will be a long relationship with your viewer. There are so many fun and innovative ways to promote your brand. The possibilities are endless but at the same time it can become overwhelming.
12 of My Favorite Mad Men Quotes
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Confidence is key
So what makes a marketing campaign successful? Back then, as now, you have to have focus and you have to know how to put yourself out there. It takes imagination. It takes guts. It takes being able to think differently. No solutions will work for all. In short, if you must channel Don Draper do so. But however you do it, create an inspired website. You have a great product or service. You can be trusted. You are the solution to their problem. Your website has to convey that you are the best company to trust when your competition is a click away. So it’s worth doing right. The wrong presence can cost you more than you will ever know. Your website is not a one-off proposition. You should be tweaking and trying new things always. Do more of what works. Keep it focused and uncluttered. Keep it simple.
There is no box
Make your website the virtual equivalent of a fine automobile. All the details just right. Quiet and smooth. No glitches whatsoever. Impressive. Fun to drive. Think about what you like when you surf the web. What websites resonate with you? I would say think outside the box but there is no box. You need to be innovative. You know your business better than anybody. Trust your gut to think of innovative strategies to promote you brand. “I don't like that guy”
Your website can and should have a personality. People want to do business with you when they feel they know you and that you would treat them like a friend. Find a way to do that and you will have a winner because what your viewer is looking for is a resolution to their problem - they are looking for someone they can trust. In some ways, things haven't changed that much since the 60s. As Roger Sterling said, "Sometimes in this business it comes down to I Don't Like That Guy." Same with a website. People just know when they have arrived at a site they like. They stay a while and find out more. Your site has the "IT’ factor. They can stop surfing, finally!
