Most of us spend our days on computers, moving and arranging bits and bytes, doing what we do. The biggest change, which has been so gradual as to be unnoticed, is how often many of us are online away from work.

Think of how many activities which used to be physical are now digital.

Banking? Not with direct deposit, online statements and online bill pay. Who goes into a physical branch anymore? The sea change lately is we are now charged a fee if we desire a physical record of our statement and transactions.

Keeping in touch with family and friends? There is a direct correlation between age and using a phone for an actual conversation. The younger the person, the less likely that they will answer their phone. Text and they will text back, often immediately. Add Facebook into the equation and a great number of us rarely interact offline.

Online gaming, online shopping, online gambling, etc. ect.

The challenge now is to be aware of how often we are online and then to value our time offline. Constant stimulation in the digital world has a cost in the physical world. Consciously unplug and enjoy the world and people around you. Plant a garden, ride a bike, read a book. Have a great weekend.

How is it that two people can fish in the same place and one may catch nothing and the other may catch their limit? Is luck the difference?

The successful fisherman is  deliberate and intentional.

He isn’t just fishing, he is after a specific type of fish. He knows these fish thrive in the location he has chosen. He knows where to find them – deep, shallow, weeds, etc. Which bait or lure is answered by his target and the time of year.

Technology such as a depth finder may be used, but the information provided is useless without knowing his specific goal.

Marketing follows a similar pattern. If any customer is okay, any location and message has an equal chance of success. What worked and why is difficult to pinpoint. We hear “just get us as many leads as possible” all the time. Just put a worm on the hook and see what bites. You may “catch fish” but have nothing you can eat.

Being deliberate, identifying your target customer, provides answers which lead to success. What you have to offer, who benefits, when is it used and why are critical questions which should be clearly answered prior to creating your marketing messages. Knowing what you want is the first step in achieving success.

Time is also an important factor. Our hypothetical fisherman changes what he is trying to catch as the seasons and conditions change. Just as We all experience atmospheric conditions, we also experience economic seasons. What works this summer may not work next year if times have changed. Knowing why your effort succeeded helps to understand what may work under different conditions in the future.

Finally, understand that being deliberate doesn’t mean you won’t take anything less than your ideal. By setting a standard, you have a reference point by which you can judge each opportunity.

All we hear about is Facebook, Google, LinkedIn and Bing. We can get information instantly on Blackberries, IPhones, Droids and IPads. Does it make sense to spend money on ink and paper?

As the internet and has evolved and grown, I have been seeing declarations about the end of print for at least the last ten years. We are creating fewer and fewer pieces each year, but we find that there are situations where printed messages are the most effective way to reach a highly targeted audience.

What do you think? Have you used any printed cards or brochures in the last year? Any success stories?

We are all familiar with an ever greater array of digital tools. Digital tools can be hypnotic – “look at the great things this will do.” These tools are designed to be easy to learn and operate. The how of it has been simplified. Career paths have been integrated into the software and turned into a function. This is a blessing and a curse.

The blessing is that we are now able to track business numbers in spreadsheets. We create marketing materials which are printed, uploaded, blogged and tweeted. We have our own broadcasting outlets with Facebook and LinkedIn where we can send messages out weekly, daily or hourly. These tools are easy enough for kids to operate. Consequently, there is no excuse for not being software literate. Knowing ‘how’ is expected.

The curse is that ‘what’ and ‘why’ are not part of the software. Tracking unimportant numbers provides unimportant information. Marketing messages trumpeting me-too features and benefits to non-specific audiences just adds to the noise level. The ‘How’ of these tools doesn’t replace an actual understanding of ‘what’ you need to know and ‘why’ it matters.

Occasionally, step back from daily expectations and see if ‘can’ has replaced ‘should’.

Is your website bringing in new business and / or saving you time? If your answer is no, it makes sense to figure out why.

An effective website is designed with specific goals in mind. Whether increasing sales, finding new customers or saving time, business challenges and objectives drive marketing solutions.

Is your website working for you?

A well designed website will be interesting, have intuitive navigation and clearly show the company’s services or products. These elements are what visitors to your site perceive instantly. If you find that most visitors leave your site within ten seconds, your problem is within one or more of the three elements mentioned above. The first step in making your website work is to identify what isn’t.

An interesting website is one that draws the visitor in and encourages them to spend some of their valuable time. Organizing the information and presenting it in a compelling manner is the heart of a website designer’s craft. Website visitors are guests in your establishment, treat them as you would an in-person meeting. Answer their standard, first-time questions and don’t make them hunt for the information. Make an impression as to the type of company they should expect when dealing with you.

Intuitive navigation is logically organized and appropriately named. This organization is the structure of the website. Done well, it will allow for growth in content while maintaining the inherent logic of the location of specific information. A visitor should be able to find the page and particular answer they seek without trial and error. People will spend more time in your website if they are able to navigate easily and find what they are seeking. A well organized site creates that same impression of your company.

Clearly state your company’s business and show photos of your products or services. This isn’t a mystery or a political thriller. Follow an editorial style with broad descriptions followed by ever smaller details. Those who read deeper into your website care about the detail. Those who don’t will move on to find other information which interests them. Make it easy for everyone and the reward is more time spent by a variety of visitors. Finally, display your email address or phone number on each and every page.

If you’ve read this far the points above must make some sense to you. Look at your own website to see where it falls short. If it’s plain that the site needs help, it may be time to call a professional website design firm. They should be comfortable discussing how they work. The topics above should be familiar and part of their service.

Invest the time and resources necessary for a complete internet program and put your company in a position to increase sales while cutting down on the time spent with visitors who aren’t customers or who aren’t in the buying cycle.

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