Written by: Vickie Sullivan | December 15, 2022
Are Your Marketing Tools Obsolete?
Most of us use the holiday down time to set business priorities for the coming year. A good place to start is by taking a hard look at your marketing tools.
Common first step: Check your copy to make sure you still meet buyers’ needs. Fair enough. What’s easy to miss, though: the overall look and feel, as well as the small details.
Take a wide angle look at your website and ask yourself: Does this look and feel meet your buyers’ expectations? Is the site easy to navigate? With constant browser and SEO changes, your online tools might be a little off. The spacing might not look right, the images could appear old and dated, and hyperlinks could be broken.
These small things matter because buyers at all price points have come to expect a level of creative polish. Not too slick, but not sloppy either. And those little problems cause you to look like you’re not paying attention.
I call this the “clean house” theory. If your online tools look put together, no one will throw you a parade. But if small details look off, people will doubt your level of professionalism? And that uneasy first impression is hard to fix.
Listen: What Buyers Expect from Your Marketing Material
What I’ve noticed: Buyers expect websites to have an “agency grade” look and feel. They don’t need a high-glossy look, but they expect the format to look current. If you don’t have the design chops, find someone who does. There are plenty of talented designers out there who can help you stay fresh.
Now Read This:
- Is Your Sales Strategy Obsolete? Probably
- Springboard Marketing: Leveraging Your Expertise into an Empire