Insight Advertising, Marketing & Communications

Keeping Websites Simple

Last week on my daily business radio show, Insight on Business, I talked about the need to keep websites "simple".  It got a lot of feedback so I thought it best to share the information with those of you who don't listen.

The "thought starter" for this came from a mailing we received from Qwest Business.  The 16 page full color "magazine" called "Network" had a story by Bill Scanlon, "Simplicity - The New Competitive Advantage".  In it he writes, "...it will likely mean keeping that Web site home page simple - resisting the urge to clutter it up.  After all the goal is to make things clear and logical for the customers."

Then he quotes Bill Jensen of SimplerWork.com who says, "Google has spent its entire history preventing things from getting on that main page.  The complexities (of the site) are invisible."

Here is the payoff.  Last year 76.7 billion searches were conducted on Google and had the most significant growth among all of its competitors.  Now, go take a look at their home page.  Simple...

And that, according to Marissa Mayer, VP of Search Products and User Experience at Google, keeps people coming back.  And she adds an interesting personal line:  "A lot of times when I'm reviewing a new user interface, I will think to myself, 'What would my mom think if she looked at this?' because my mom is a great test case.  Smart but a little intimidated by technology."

So now...look at your home page.  Cluttered?  Vague?  Easy to read?  Do people know exactly what to do without having to spend time searching for direction?  What would "Mom" say?  (Without prompting.)

Some would say,  "Simplicity depends on 'what' you are selling.  Google sells information and the newspaper sells advertising and XYZ sells plumbing parts and ABC sells dog grooming supplies..."   And, that is the problem.  You see, Google gets it.  We are all "selling" information but we do not have to spill all of that information on the home page of our websites.

Simple....no?

Thanks for reading.  You can reach us through our website, www.InsightCubed.com and keep up with us on Twitter- @MichaelLibbie or @InsightADV and yep, we're also on Facebook.

 

The Problem With Having "A Friend in the Business"

Let's say you have a business and 40% of your revenue comes from your website.  Now, let's say that suddenly you notice, during what should be your busiest time of the year, a dramatic slow down of orders.  Three weeks ago you were processing fifty orders a day.  Now, you're down to five or six a day.

That's the story from a recent meeting I had with a potential client.  It seems they had a "friend" design their site (for free) and then barter the hosting.  The company really liked it that their site cost very little and heck, "everybody was a friend".  Things were humming along pretty well until the "friend" got cross-ways with the owner and turned down the site speed and removed key words and tags.

Did I mention the company has an additional six URL's out there?  Each of the other sites carry products that are a component of their main site but for some reason "the friend" thought that each area of the store should have their own website.  (I am NOT making this up.)  And the site design?  You would not believe it.  I swear they put in "clip art" for images and the writing?  Really, really bad.  Add to that the fact this company does not have an electronic inventory control system....  Oh my.

During our meeting the owner wanted to know, "How much is it going to cost to fix all of this?"  I guess when you are used to getting things for "free" actually paying somebody to fix the errors come as a shock.  My answer was, "Much less than what you've lost in revenue over the past month."  I think we got the job.

Word to the wise...let your friends stay friends and do business with professionals.

Thanks for reading.  You can keep up with us on Twitter - @MichaelLibbie or @InsightADV.  We're also on Facebook.

 

Social Media Meant NOTHING...Until...

Last week my son and I traveled from Des Moines to Red Oak (pop 5,754) to do a social media seminar for the Western Iowa Tourism Region.  The region is large...very large...stretching from north of Sioux City to well south of Council Bluffs and from  Council Bluffs east to within 30 miles of Des Moines.  About 80 folks came to learn about social media and how it can help any business connect and get found.  We had a great time and I think, once they witnessed the power of social media in a very personal way...they too enjoyed the day. 

This is Leah Guffey Banister and her husband Sgt. Banister (who is currently in Iraq).   Leah lives and works in Springfield, Illinois for the convention and visitors bureau.  She is a former Farm Broadcaster.

Leah and I "follow" each other on Twitter.  Me = @RuralLifeRadio and Leah = @Farmerspice.  When I posted a week ago that I was headed to Red Oak for this seminar she responded with a note that Red Oak was one of her favorite places and that she had so many fond memories about her grandparents, Jack "Buford" Guffey and Betty (Wigg) Guffey (pictured). "They are buried in Nyman", she told me.  "But, I have two aunts still living there, Mary Guffey and Martha Guffey Heckert."

So, when doing the seminar last week I got on Twitter and asked for folks to shout back.  Up until now most of the people in the seminar saw, I believe, little to no value in Twitter.  Until Leah "came back" and offered a shout out and used her aunt's names, Mary Guffey, Elizabeth Guffey and Martha Guffey Heckert. 

Right away several people in the audience gasped.  "Oh my!  I know those people!", said one.  Another, "They come to the Red Coach Inn all the time for dinner!"

And, so the personal connection was made. And when Leah mentioned that her favorite house in Red Oak was on North 4th Street the people watching this projected conversation, who knew Red Oak, nodded in agreement.

The connection was made and Twitter meant something.  No doubt we'll be seeing more folks in Western Iowa on Twitter and other social media as they work toward improving our Rural Economy by encouraging people to come and experience the beauty of Western Iowa.

 

 

 

 

You're Right! Social Media Is NOT For You!

It seems I spend lots of time talking about social media with people who continue to think it means nothing and has no future.  So, for the benefit of those of you who think this is bunk.  I agree!  What follows are quotes from the many conversations I've been in with people who think they know better.  It makes for a great self administered quiz.  If you want to...run through these real world comments.  If you agree with the quote, give yourself a point.  If you disagree you get a zero.    Scoring is below.   Ready?  Let's go!

1. "I see no value in Twitter.  I mean why would anybody care if I had a double latte this morning at Starbucks!"  Yes = 1 Point  No = 0
2. "Facebook and MySpace are for kids who either want to "hook up" or creepy old men looking for an 18 year old...  I say, Stay off and Stay Safe!"  Yes - No

3. "I've seen Twitter and I am not impressed, who cares what I am doing every minute of every day?"  Yes - No

4. "Look, I'm about SELLING not about talking!"  Yes - No

5. "But, being on Twitter or Facebook is putting our business at risk of being talked about."  Yes - No

6. "My kid said that Facebook is for them and not a place for adults."  Yes - No

7. "Why would I want to talk to kids?  My customers are adults!"  Yes - No

8. "I've heard that people surf social media and find out things we don't want everybody to know."  Yes - No

9. "OK, but if we do this Mary, our office manager, will handle it."  Yes - No

10. "You mean I'd have to do this every day?"  Yes - No

11. "Our IT Department said it would take weeks to set up a blog and they just don't have the time."  Yes - No

12. "Our IT Department said there was no way they could make Twitter work with our website."  Yes - No

13. "Our IT Department said this is a waste of time.  If people want to know about us they can go to our Website."  Yes - No

14. "But, you want me to use my REAL name?"  Yes - No

15. "Our Board of Trustees took a vote.  None of them have every heard of this social media stuff.  We're not going to bother."  Yes - No

16. "Our consultant said it would be much better for us to increase our direct mail program."  Yes - No

17. "Blog?  Blog?  What kind of a thing is that?"  Yes - No

18. "We're not interested in this.  We have a Customer Service Department that calls people who are behind on their payments."  Yes - No

19. "We've got a firm company policy about not allowing our employees to play on the computer."  Yes - No

20. "We'll get back with you on this.  We need to run it past our Customer Care Committee."  Yes - No

There you go!  Have fun.  Oh, the scoring: 

• If you score three points or less - Call me. 
• If you score 4 to 10 call me and I'll refer you to my worst enemy. 
• If you score 11 to 15 points unplug your computer...now. 
• If you scored more than 15 points see if you can find a "Closed" sign, put it up and head to a warmer climate.

Thanks for reading and playing along.  You can follow us on Twiter @InsightAdv or @MichaelLibbie (your choice) and if you would like more information about us including our daily business radio show head to our site, www.InsightCubed.com

Twitter Top Ten - "Step Away From The Computer"

On our daily radio show, Insight on Business I covered a post by Michael Brito a "community builder" at Intel.  While we've written about our Twitter Suggestions in the past, Michael added to our list of five and rounded it out to the "Top Ten".  During the show I mentioned I'd put my thoughts and Michael's together in one article.  So, here goes:

Before you make a grave error and think that, "Now that I have a Twitter account people will follow me to the end of the world and buy the stuff I'm selling."  Pay attention.

Do your research before engaging potential customers.

It might be a good idea to get the "lay of the land" before you start stroking your keyboard.  Let's say you are actually wanting to "sell" something and you have decided to use Twitter to engage customers.  Take a few minutes and do a search on the conversations going on that might impact your efforts.  And, if somebody is already saying something about you or your product...it might be good to know.

Determine your goals...

What is it that you want to do with social media like Twitter?  Some folks use it to do research into brands or potential products.  Some use it to support existing customers.  Some simply want to sell.  Know what you want or think you want before you start.

Should you be a "Brand" or a "Person"?

Careful here.  We believe that people still buy and communicate with people.  Rare is the company that can stand alone on their branded logo as the background photo and bio photo.  Sure, Southwest Airlines @SouthwestAir can do that.  But our company?  Nah...our advice is get personal and use a real photo.  Unless you have some burning cause or a solid remarkable trade mark.

Build Twitter Street Creds...

It's not about the number of followers, tweets or retweets it's about what you have to share.  Remember, this is a CONVERSATION.  Be interesting and trusted and the rest will happen.

Track the Conversation...

Michael Brito suggests that you invest in a paid tracking service to better track the conversations.  We're not too sure.  We think if you do this like a job and really pay attention to this and other venues you can pretty much gather the information you need.  However, if it's critical that you don't want to miss anything.  Perhaps.

Be Less Structured...

We've all seen it.  Somebody gets on Twitter and bangs out ten or twelve messages and then "goes away" for the day.  OR...all the messages are "selling something".  What a turn off.  We've long stuck to the 80/20 rule.  Communicate first and sell later.  Nobody likes to be "dogged" with every post.

Listen & Observe - Then Engage

If you just charge in and expect the Twitter Community to embrace you...  Well, you're in for a surprise.  Once again, this is a conversation.  Just like in a real person to person conversation if you spend all the time going down one "rabbit trail" while the person you are talking with goes down another..there is no communication.  It's a shouting match.  Grow the relationship.

Be Real and Believable

Don't have somebody "Tweet" in your name.  The community will smell it out quickly.  And, give it some time.  Not everybody is going to come running .  Remember what we wrote about being a trusted source of good information?

Track & Measure and Re-Tool...

If you know what your goals are (see above) it should be pretty easy to be able to track and measure your progress.  Are you hitting your goals?  If not, maybe back up and try something different.  A different tone...even a different account if you really fail.

Engage Now...

Some people go through the planning stage FOREVER.  Meanwhile as you are planning you are losing time.  Like we said, don't just dive in without a plan...but make the plan quickly and get started.  It's better, we believe, to be in the parade than standing on the sidelines and watching it go by.

Thanks for reading.  If you want to keep up with me it's @MichaelLibbie and to see some of the work we do and listen in to our radio shows head to our website, www.InsightCubed.com have a look around.

Michael Libbie - Insight Advertising, Marketing & Communications where we, like you, are always learning.  If we can help more...give us a call.

 

 

Internet Radio...Really?

Our advertising agency is all about connections.  Our clients come to us seeking answers:  "How can we better identify our target customer?"  "How can we then reach our target customer in the best possible way?"  "What are we not providing today...that our customer may want...tomorrow?"  

This is what Insight Advertising, Marketing & Communications does for our clients...and ourselves, everyday.

To do that, effectively, we embrace new things and ideas...quickly.  That's why we started this blog, long before many folks knew what the word meant.  We took to Twitter right away with three different public profiles.  We've expanded our Social Media "footprint" to all sorts of outlets from LinkedIn to Plaxo.  At the same time, we employ traditional media like television, radio and print to help us get noticed. Every day we're working to build our brand and amplify our voice.

It's what we do for our clients...and this agency.

Today we start down another new path.  At 12:30PM Central a new Internet Radio Show, "Insight on Business" fires up as part of Des Moines Local Live which is part of Mac's World Live.  (Gosh, think we've got a "branding issue" already?)

Having been a broadcaster for nearly 30 years and having hosted Highway 6 - Your Road to the Country for three years and The Iowa Sportsman's Radio Hour for two. (both Des Moines based on terrestrial radio station 98.3 WOW-FM 983wowfm)  This seemed like an excellent way to, once again, embrace new technology to boost our brand and share marketing and advertising insights with folks who want to learn.

The first couple of days will be a hoot as we get settled in, learning new equipment, getting used to having folks actually "see us" while doing the show and setting out the guidelines for what we will accomplish...which is giving our insight into marketing, sales, advertising and getting noticed.

What we'll not be is a political stage to rant and rave about the "Left" or the "Right".  There are enough "talking heads" out there doing that...all with the same talking points all with the same legion of "head nodders" all with an axe to grind.

Not us...

We'll share our experiences with what works and what doesn't.  We'll talk about marketing plans, creative media, new technology, sales tools that work and how...even with all the technology...people still buy...from people.  We'll have regular guests that will share with our listeners their professional experiences and ways they've used to help their clients "get noticed". 

So...listen in.  You're sure to get a laugh or two as we try to figure out which button works what camera...and how to keep the show on the air.  Here is the link to the show page which is part of Mac's World Live.  At 12:30 Central...just click on my picture...handsome devil huh?  And let's kick this thing off...

Oh...and thanks J. Michael "Mac" McKoy.  When he and I started this discussion four months ago, after he was booted off local terrestrial radio, (not once but twice in 90 days) the obvious questions about the "unknown" came up.  "What if nobody listens?", "What if it doesn't catch on?"  "What if people just don't get the idea of Internet Radio?"   Like Marconi...we're asking those same questions...time will tell.  But, I can tell you...I'd much rather be part of the parade...than sit on the sidelines watching it go by.   So...thanks Mac for the invite and the opportunity.

Catch you on "The Net".

Michael P. Libbie - Insight Advertising, Marketing & Communications where we're wondering...now what?  Follow us on Twitter @MichaelLibbie and our site www.InsightCubed.com

So What Is It With Kim Komando & Twitter?

Right after my Sunday morning radio show (Highway 6 - Your Road to the Country) on 98.3 WOW-FM here in Des Moines we get to listen to three hours of the "Digital Goddess" -Kim Komando.  And, those of us who are "not worthy", get to hear a regular put down of Twitter.  Just this week it was a short rant about "...who cares if you are having a cup of coffee.."

I don't get it.

Sure, if you use Twitter to simply blab about your lipstick...it can be a huge time suck.  But, if you use Twitter to connect with the business world and learn and share ideas...well?

Long ago our agency embraced blogging, facebook and other social media adventures including Twitter.  We recommend this new media to our clients so they too can "be found" and carry on discussions with their target customers...real conversations while learning what is being said about their product or service.

So, Kim...lighten up a little.  We like you, think you are entertaining and...OK... even sexy in the "pumps" you're not going to give away, "...no matter how nicely you ask.."  Yes, we even listen to the promos.

Twitter...it's not for everybody...but for those of you wanting to get fast-tracked into social media it's a great place to start...and to follow us:  @MichaelLibbie

Michael P. Libbie - thanks for reading....  www.InsightCubed.com 

 

Twitter - Why Business Should Pay Attention

I've written about it before.  How, when in a business discussion,  the "Twitter Experience" comes up the person I'm talking with rolls their eyes and says, "What a waste of time.  Nobody cares what I had for breakfast!"  That's not quite true...

This is an example of people, who don't understand Web 2.0, attempting to define it in their terms. 

Look, I'll grant you there are a bunch of folks with 50 Twitter Followers that share stuff like they would share things in a newsgroup or on a 1950's Party Line.  "Headed off to the gym.  Lifting or running?"  Maybe their 50 followers care...  But, if you don't "follow" the person who is using Twitter to mumble about their life you'll never be dragged into the "conversation".  And, if the "conversation" you are following gets too banal you have the opportunity to cease following "Mr./Ms./Mrs./Miss (trying to be PC about this...) Gotta-Tell-You-Everything-About-My-Life" with a simple "click".  

It's that easy.

However, if you use Twitter to connect, to learn, to share and to find out what folks are saying about you, your product, your service...then, what seemed silly, suddenly makes sense. 

We use Twitter all the time to keep track of bits of information we might not find anywhere else.  People talk about things we're interested in (advertising, marketing, new ideas, new products and trends).  We often pick up a new idea for a client or are able to alert our folks about an opportunity long, long before it hits "mainstream".  It takes practice and, to be honest we'll sometimes engage in silliness: 

Most recent was this Tweet from our office:  "What?  We're now selling children in Iowa!?!??"   That sentence ran next to this photo:

Funny?  Maybe.  But it was also a photo essay into being careful what you write vs. what you mean.

Know what I mean Vern?

Twitter is a tool.  And, if you care about what folks are saying about your product or service it might be something you'll use.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we view Twitter as another communication too.  You can follow us @MichaelLibbie and our site: www.InsightCubed.com

Twitter - Social Media - And Your Business

I wish they would have given Twitter, the social media site making a name for itself outside of '20-somethings', a different name.  It's hard to keep a business person in a serious conversation about marketing and advertising when some words are used.  It seems "Twitter" and "rutabaga" have that in common.

"You want me to 'tweet' on Twitter??  Yeah, right!"

Of course that's what was said about words like, "Yahoo" and "Google".  No doubt somebody also laughed when a laundry detergent named "Tide" hit the market in 1946.  "Tide?  What kind of a name is that?  When the tide goes out it leaves all kinds of junk on the beach!  Are you crazy?" (Our thanks to P&G for the image.)

And so it goes...

But, just like the above examples when the product or service matches or exceeds the needs of the consumer the name may not matter.  Or it starts to define itself.

In the world of social media there is an 'up-side' and a 'down-side'.  Kind of like using too little or too much laundry detergent. It all depends on how you use it.

If, for example, you simply want to tell the world you are headed into see the proctologist Twitter can be a huge waste...no pun intended.  But, if you use the medium to communicate with like minded individuals (OK, so some folks may really "get into" bending over.") then you can use Twitter or just about any social media site to learn, keep in touch and promote your product and/or service.

Here is a practical example.  I've run across several dozen folks who have made great interviews on our rural lifestyle radio show, Highway 6 - Your Road to the Country.  People who really have something to say and share.  I've followed other advertising agency types and gained an insight (pun intended) on several projects I may have missed.  For us, it is valuable...

Like anything else, there is a learning curve.  There are, on all the social media sites, rules and ways to do things.  And, if you want to stumble around for a bit you'll catch on.  (Side note:  Tweets are the messages, not the people who use Twitter.  Those are Tweeps!)  See how easy that was?

Bottom line, Twitter, Facebook, Plaxo, Linked-In can all be great tools, no matter the name. 

Mine?  Head to @MichaelLibbie on Twitter and we'll get to know each other.  Hey, it was better than RutabagaMan...I think somebody already has that handle anyway, or soon will.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we might be able to help you...learn more about communicating with your target market.  Call us...or feel free to "tweet".  www.InsightCubed.com

 

 

 

 

The Great Divide at FEMA

It’s a tale of “two agriculture's”. Gathered in a large meeting room manufacturers and suppliers of farm manufacturers spoke of the difference in sales from…this year to last.  Those who supplied and manufactured equipment for the Rural Lifestyle Market (39 million households living on 2 – 200 acres) told of sales being off by 30 – 40 percent.  While those who were working with large scale farmers growing grain, cotton, hay and rice had much better sales and were “holding their own”.

At first glance it would seem logical.  Large scale farmers have good crop prices and the money to buy the large equipment.  Those folks living on small farms and acreages don’t.  95% of their income is not from the farm and they are dependent on outside income to make ends meet.  So, they are not spending.

I think it’s a much deeper issue that deals with understanding this market.

The manufacturers and dealers for small farm machinery just don’t know how to reach their customers.  Many, if not all, have never faced this issue. 

So, here it is..this market, we believe, does not support traditional print advertising which has been the mainstay for these folks.  Why?  Because the rural lifestyle market is so segmented and can’t be lumped into hay, grain, cotton, etc.  These folks raise veggies, horses, milk goats, meat goats cat fish…and if a manufacturer tries to reach this diverse market by advertising in print that has a focus on each industry…they would go broke.

But, that is the habit of traditional farm equipment manufacturers.  That is what they know…

Proof?  When I asked them if any had been using social media to communicate with their target only one in 40 raised their hand.  Not to mention robust web sites, not to mention doing PR programs dedicated to various groups…not to mention the use of radio and even TV if it is carefully directed.

I’ve got lots of work to do in Arizona...

Michael Libbie - Insight Advertising, Marketing & Communications where we can help...it's what we do.  www.InsightCubed.com