Earlier this week I was helping a client refresh some of his outdoor signage and add some more signage by a fairly busy road. He was excited for the extra exposure and commented that at least one of his patrons learned about his organization from the sign above the door. This struck me as interesting, so I inquired more. "Yeah, he said that he was passing by while doing some shopping, saw the sign and thought, 'I wonder what that's all about.' When he got home, he went to our website, and has been coming here ever since!" Here's one for the print media, right? Well, I've give them the assist; credit is due in that the print media got him asking the right questions. Bravo, print media. However, the point is awarded yet again to the website. That is where the questions were answered. That is where potential was realized.
After last week's post, a marketing colleague of mine commented that a company website is "the mothership of the business marketing." He's right, of course, and this truth applies not only to business but also to non-profit organizations and professional services as well. Whether it is a sign by the road, an advertisement in a magazine or banner on the web, the single "blast" cannot communicate the salient details of your company. It cannot express who you are, what you do or what drives your performance. Even if you convey a price, you cannot provide the comparative benefit to complete the other side of the ratio. At their best, here's what your advertisements will do:
Remember, first impressions are not always made at the first encounter. Rarely are positive first impressions made with mere advertisements. It usually takes something more holistic and introspective. A dynamic, professional website is a great vehicle for that very thing.