Online Spaghetti Demystified - untangling the role of visual communication in online marketing

Online Spaghetti Demystified - untangling the role of visual communication in online marketing.

For businesses THE WEB can sometimes be as confusing as spaghetti in a washing machine.

Business is supposed to be really a simple process:

• Identify a pressing need

• Get people to buy into your solution

• Make a profit from it.

Let’s start with the buying process:

The main purpose of your WEBSITE is to convince people to buy from you…

and not your competition.

However, you will not be effective at convincing anyone if you just shove a brochure in their face as most sites do.

If your site is going to SELL it needs to conduct a personal, meaningful and convincing conversation with visitors…

…just like a top SALESPERSON would do.

The best way to do this is to focus on SELLING SOLUTIONS:

• First you need to identify the visitor’s particular PROBLEM.

• Then enlighten the visitor about the IMPACT of that problem.

And follow up with the SOLUTION you have to that problem.

As you’ve got very little time to get them to take action, you need to use visual-driven content to get your message through.

This is proven to be as much as 30x more engaging than using text alone.

Now they’re interested in your solution you want to guide visitors through your sales funnel of awareness, consideration, preference and sales.

Your website as a sales tool, should provide high-value content to address four basic decision-making needs:

• People want to understand the solution you offer.• They want proof that the solution works.• They want to trust you can deliver on your promise.• And they want to feel good about dealing with you.

To fulfill these needs you should use:

• InfoGraphics, animation, video and blogs to help them understand• white papers and case studies to prove the point• testimonials and references to build trust• and the feel good factor comes from your brand look & feel, easy access to information and the quality of presentation.

Information overloaded visitors should have a personalised journey through the sales funnel, finding the information they need quickly and easily.

Create high-quality, visual content for lead conversion and repurpose this for lead generation content.

Get more mileage out of your visual content by distributing it across as many channels as possible:

• Your video and animation are uploaded to portals such as YouTube and Vimeo.• You repackage the video assets into an InfoGraphic that is uploaded to image-sharing sites such as Pinteres, Behance and Tumbler.• Those same assets go into a slide presentation that is uploaded to sites such as SlideShare and Pinterest.• And get even more mileage by repurposing it as conversation starting images for Facebook, Twitter, and Google+, LinkedIn and guest blogs.

Attract additional awareness by running paid advertising campaigns on Google AdWords, LinkedIn and Facebook. Set up some PR campaigns for this purpose. It is up to you to start the conversations.

The purpose of all this lead generation activity is to attract traffic back to your website as well as your social media communities such as LinkedIn, Google+, Facebook and Twitter.

Engage with your followers on social media communities on a regular basis by sharing valuable and relevant information and encouraging them to engage with and share those conversations.

If done correctly the effectiveness of your lead generation activities will cause a stampede of traffic to the website.

As your website is already focused on selling it will convert a good percentage of those to sales.

Through all this you should measure and analyse impact and content performance to optimize all aspects of your marketing and benchmark your online presence against competitors.

We hope this goes some way to untangling the interlinked strands of spaghetti that are the wonderful opportunities you have to create success for your business online.

Brought to you by WAKSTERMasters of Visual Communication

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