More specifically, would your marketing?
Split test. Optimization. Target demographic. Response rate. MVT. ROI. It can be easy to get caught up in the nitty-gritty jargon of online marketing, especially with all those great buzzwords and acronyms. Here’s an idea: let’s take a step away from the industry-speak for a second and think about marketing for what it actually is — speed dating.
Okay, the analogy isn’t perfect, but I think it’s pretty darn good. And so does Scott Brinker (did you catch his webinar last week?)…he got me thinking about the whole dating analogy. Think about it, the potential lead lands on your page, and it’s like the invisible moderator hits a stopwatch. You’ve got a tiny window of time to make a killer impression and get their phone number. Or email. Or twitter name. Whatever works.
With that analogy in mind, how would your current marketing efforts fair in a vicious round of speed dating? Here are a few speed dating pointers to help:
1. Dress to impress – Does your page look the part? Striking images, consistent branding elements, and a smooth and genuine look and feel are all part of making a strong first impression. You only have a few seconds – looks matter!
2. Tell the right story – You need an attention getter. Something that says you’re interesting and worth getting to know, without sounding pompous or desperate. Does your copy do the same?
3. Ask the right questions - A date who doesn’t ask enough questions seems self-absorbed; too many questions, and the potential lover is scared away. Same with landing pages. If you’re collecting information from a lead, you want to ask for key, strategic information, without crossing the line. Be careful of asking for too much right away. It’s just the first date, after all.