Would You Buy From Your Own Website or Landing Pages?
It takes more than just your Google Ads campaign to achieve the conversion results your want.
Are your landing pages and/or website reflective of your company and its messaging in a way that allows Google Ads to produce the results you want?
When you look at your competitor’s sites, do you feel concerned that they’re outpacing you? If you’re wondering, they probably are.
In the early ’60s, when Ford was designing some pretty boring cars, Lee Iacocca went to his design teams and said, “Design cars that you’d want to drive”.
It’s the same way with any company’s current marketing.
Objectivity is required to stand outside your own marketing and ask, “Would I buy from us?”
Too often, marketing becomes forgotten or under-prioritized because everyone is so busy with the company’s day to day tasks.
Or, the company’s current marketing seems to be working and why change something that’s working?
There’s also the “mystery” of marketing - if the marketing is going to be updated, what would the messaging be, and what would it look like? Will everyone agree on it?
Finally, is the new marketing creation going to cost too much?
Often the marketing is neglected when times are good; when times are slow, there’s often little money prioritized for it, or it's rushed into production.
A key to success if keeping your marketing alive and evolving in good times and ahead of the curve for when a business climate slows.
On another note, marketing that was put in place 5 years ago may not be as relevant now.
Does your current website or landing pages reflect who you are as a company and where you're headed?
Does it reflect your current customer's typical buying or engagement level or process? Do the site and related materials look like they’re up to date – but from 5 years ago?
There is no such thing as static competition. Every company is either leading, staying even, or falling behind. Those who are trying new marketing or filling newly arrived niches or segments are typically leading.
Many consumers are sophisticated online buyers. They gravitate toward a company that's speaking directly, naturally, and with assurance to them.
A thriving company understands their customers and relates to them in a way which conveys trust and safety.
An example of this is www.gibson.com. It conveys history while also marketing their new products. It’s evocative of the past while focusing on the latest and greatest. The historic and emotional roots are understood, but the current product line is the focal point.
Gibson has a deep site, which at first glance seems simple. It has everything a potential new or existing client may need to research, explore, and buy, but it isn’t overwhelming. Instead, it’s a series of discoveries, and the depth of the site is reassuring.
Are your website or landing pages doing the same?
At the end of the day, a company’s messaging, look, feel, and delivery is usually on pace with the focus and priority assigned to it.
Enthusiasm for marketing is often a signal that a company is operating in a steady and prosperous way. An enthusiastic company wants to present itself in the best way possible because it reflects the company’s core spirit.
In our ever-changing and sophisticated world, enthusiasm shines through in the marketing. In the online space, which conveys dozens, if not hundreds, of subconscious cues in seconds, the enthusiasm should shine through and makes a potential customer say, “Yes!”.
To ensure your Google Ads and PPC campaigns are on the right track, contact Christopher here for your complimentary Google Ads account or campaign review.