Are You Phoning in Your Online Marketing?
Let me warn you in advance that this is going to be one of those annoying “life is like a landing page” blog posts. Sort of in the same vein as my trip to Starbucks a couple of years ago and my reflections from the Little League baseball stands.
I’ve heard the phrase “behavior defines your life” and I love it. Like with Starbucks and baseball, it is often when I am faced with excellence (or mediocrity) in life that I reflect on what it takes to be awesome, and how that translates to our every professional and personal action. Including our landing pages and how well they perform.
We all know what it takes to be excellent. Dedication. Attention to detail. Care and passion. And yet, so many of us phone it in. We say we want to be excellent, but then we don’t take the necessary steps to execute on that desire. True in both our personal lives as well as our professional lives.
A few weeks ago, I accompanied my daughter to our third Taylor Swift concert in the last couple of years (yes, third…we all have to make parenting sacrifices and one of mine seems to be accompanying my daughter to see pop princesses perform). If you aren’t aware of some of Taylor Swift’s accomplishments, all you really need to know is she’s sold 26 million albums (and 75 million digital downloads) and has received more pop and country music awards than you can possibly imagine.
And that’s what I was reflecting on as I sat in the audience. This young woman has basically been touring non-stop for years, it seems (3 entirely different shows in just about two years). Having seen all three myself, I can tell you that she doesn’t phone in a thing. She’s tireless. I see why the girls love her, and love her shows. She makes the audience feel like it is her very first concert ever. It’s high energy, 100% non-stop over the top. Every second of the experience is crafted to be high impact. There is not a single moment in the show that she isn’t giving it everything she’s got.
That’s what is takes to win awards and sell gazillions of albums. Being on. All the time. Not slowing down. Someone else who wanted those awards & album sales didn’t go “all in.” They phoned something in, took a break, eased off at some point.
To win, you have to be all in.
So, as cheesy as it sounds, as I sat there marveling about how hard Taylor Swift works at entertaining her audience (where does she get that ceaseless energy and attention to detail!?), I immediately drew the comparison to web experiences. I can’t help it, it’s in my blood. Some experiences suck, some don’t. Is the difference between them that one was phoned in, while the other was crafted with care, passion and attention to detail? I think so.
I’m not calling marketers lazy, but other people are. Like this recent quote on the ChiefMartec blog from Brian Kardon…
The information is out there. I think the real barrier is laziness. Hell, it takes a lot of time and effort to get it right. Some marketers and sales execs just don’t want to put in the work….
Ouch! That’s pretty harsh. Good for him to be willing to say the truth. The information is out there. If you want to nurture your email list, increase your conversions, have a better user experience, get more leads, whatever…the information on how to execute is out there.
That’s why when I see a company who isn’t seizing the opportunity to capitalize on amazing landing experiences it sort of infuriates me. As online marketers, I think we know that every click should lead to a great digital experience.
The question is, how willing are we to make it happen?
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