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The Cisco Visual Networking Index™ (Cisco VNI™), is an ongoing initiative to track and forecast the impact of visual networking applications. This project predicts in just four years time, online video will account for four-fifths of the world’s Internet traffic.
Over-the-top streaming TV will drive the growth.
Video is set to be the predominant driver of all online traffic. The Cisco report says that it would take a single viewer 5 million years to watch the amount of video that will cross the network in a single month by 2019.
There is an ongoing debate as far as sales presentations are concerned.
Stories or statistics?
For most people, numbers aren’t memorable. Stories are. Stories are emotionally persuasive. We make decisions primarily with emotion and use logic to justify them later. There’s the power of the story.
When we hear a story, we become the protagonist. In our minds, the story is real and it’s happening to us, not somebody else. If the story is about food, our sensory cortex lights up. If the story is about motion, our motor cortex lights up. This is as if we are eating cake or driving a race car.
When we tell a story, our brain and our listeners’ brain sync up.
We plant ideas and emotions into our audience’s brain with a story.
Data depends on how we use it. Story activates the emotional centers of the brain and data activates the logic centers. Activating both at the same time can be extremely powerful.
For example, if you tell a story about how you helped someone, then combine that story with data that explains how much you helped them, your story becomes more compelling.
For some consumers, a story is all they need. But others aren’t so sure.They’re less impressed by the flashy details. Numbers make us trust. We think of numbers as unbiased, objective, and unemotional. Numbers do not trigger the emotional parts of ourselves.
We treat numbers with logic and we expect the same treatment from data in return.
It’s a bias marketers can use. While people act on their gut instinct (intuition), they still confirm that instinct with logic. Data should confirm the story… not replace it.
In writing or speaking, lead with the story. Grab attention with an anecdote. Paint a narrative picture. Put the data in a visual context. Illustrate your point.
Data storytelling is a powerful tool for content marketers. Use your data analyst to create compelling data that informs and entices, blending data and story to provide value, insight, and meaning to your audience. To drive the point home, explain your data visualization.
Answer, “So what?”
Become more persuasive by delivering data in the context of the larger story. You become more persuasive with a more powerful story.
I received an email from The Sales Lion about business websites. It certainly started my wheels turning. I’ll share these thoughts. Are you proposing to completely redo what you have? Have you found that your digital marketing efforts have fallen short of your expectations?
Getting past “web design” is a hurdle we must come to and conquer for us to think of the customer experience.
Create a powerful experience for your visitors. Create an inbound marketing culture. You may be in a situation where the old ways of advertising aren’t working.
You must concentrate on building a network, a community for your product awareness. This takes effort and is much needed in today’s marketing environment.
To create a new culture, this must be done from both the inside and the outside. You’ll have to create a new culture within your own organization. This new culture starts within. Within your organization. This will be challenging, but you can do it.
Let’s start by introducing 7 website factors that The Sales Lion touched on. This is a good place to begin your new culture that will bring you success.
- Keep in mind your customers wish to find what they are looking for quickly.
- The purpose of the home page is to get your visitors to page 2.
- Use text less, not more. This is an area that is ignored. Too much text on a home page can be overwhelming to visitors.
- Tell stories about your organization’s success at solving problems.
- Use sound SEO principles.
- Use the right design for your product pages. Remember with text, less is more.
- The site messaging is bad due to poor copywriting. Focus on customer-speak.
Start by implementing these factors into your content plan. If you don’t have a plan, create one with these factors at the focal point of your mission.
If you need assistance please contact me and we will discuss your needs and objectives.