Above the Fold: Using Web and Media to Communicate your Marketing Message

Reaching potential clients today through all of the marketing and advertising noise can be difficult. Traditional forms of communicating your message such as TV, Radio, Print, and Direct Mail are steadily decreasing in popularity as consumers spend less and less time interacting with these forms of media. With television, newspapers, magazines, and email all available on a computer or smart device, people can consume content at a much faster rate than they used to, and they do not have time for the song and dance. People today want to have their content, and they want it now.

We all have learned to filter out the distractions – the noise, when listening to Pandora, watching Netflix or Youtube, or checking our email. Many businesses do not know what to do in this digital marketing climate. We tend to stick to what we know, and what has worked in the past. Putting your business out there, and being noticed by interested customers is difficult no matter what marketing approach(s) you decide to invest in. Experts consistently tell business owners they need to use Social Media to have an edge in this environment. This is good, but if your digital marketing strategy starts and ends with Facebook, or Twitter, or your blog, it will be very hard to ever achieve critical mass and make that investment pay off.

In order to effectively engage and deliver your marketing message to consumers online, a business must look at their digital marketing strategy as a whole. Your website, blog, social media, and online ads all should focus on one clear message. Social Media is a great way to remind people of your business and offer quality content to those that follow you. For most, the Social Media strategy ends there. The goal of a Social Media campaign should be to entice or interest potential customers enough that they will click through to your website.

Every business should have a website today. Most people will visit your website before deciding to do business with you. When they visit your website, they are looking for indicators of trust; they want to know you are reputable and will take care of their needs. Similar to other forms of marketing, you only have a few seconds to capture the viewer’s attention and give them a reason to stay. Most people, when visiting a website will not scroll down. The viewable area of a website, before scrolling down is called “above the fold”. This is the area where you need to pack your value proposition, call to action, navigation, and images in a way that delivers the most content in a clear way.

The one-two punch of a basic, but effective digital marketing campaign is to use Social Media, to drive online visitors to your website. From here they can see what kind of company you are and decide if you are going to be a good fit for their needs. Social Media postings should not be sales messages. If you do not run a used car lot, do not run your Social Media campaign as if you do. Social Media is a means to an end, and this is the true sales funnel of online marketing. If a consumer finds you via Social Media, your goal should be to entice them enough to visit your website. Your website is your sales tool; it is where you build the initial trust and rapport with your customer. If done well, you will increase your chance of that visitor contacting you via phone or email and becoming a customer.

This marketing mix will not work for all businesses. The key to an effective internet marketing campaign for your business is to understand where your customer base spends their time online. What content do they like, and what do they consume regularly. This is where you should focus your efforts, to drive that person off the social media website they are on, and over to your website and your business.

Building a strong campaign can be hard work, but the payoff is well worth it.