You think living on Internet time is tough?
Try living on pretzel time.
I did last Saturday. You see, I was at the local Cineplex, watching Crazy Rich Asians, when I started to get really hungry. (Like an idiot I had skipped lunch.)
Sitting there in the dark, I reasoned that if I raced out to the lobby, quickly bought a pretzel, and sprinted back to my seat, I wouldn't miss too much of the movie.
It was not to be.The lobby was jammed with a big crowd waiting to get in to see Mission Impossible. Which meant there was a long line at the refreshment counter, and I was in big trouble.
So I waited endlessly till I got my precious pretzel, and then, assisted by a massive adrenaline rush, sprinted back to my seat.
If you're a marketer, these days
you probably feel like you're living on pretzel time too.
You feel like you want to move really quickly, but no matter how fast you go, it's never fast enough.
You know what I mean. We all have so much we want to accomplish, so much darned work to complete, that we're all hurried and harried.
That's why I think we have to maintain focus. We have to try to do a few things right instead of a thousand things in a half-baked way.
Let's talk about Web sites. There are many, many things that deserve attention, but if you're pressed, how about making sure you do these three crucial things correctly:
1. Make sure your home page is a winner. The design of your web site is critical, so don't blow it by wasting precious space on huge photos that do nothing for you. Make sure you do a great job of quickly communicating what your products or services can do for the prospect. And do it "above the fold." A little bit of crisp copy can position your brand and succinctly explain benefits.
2. Make sure you're delivering quality content. Better a little bit of useful content than several tons of brochureware. Visitors to your site want information they can use -- and they want it fast!
Remember. They're living on pretzel time too.
3. Make sure you're building an ongoing relationship with visitors. Don't let visitors to your site poke around anonymously, then disappear into the void forever. Make them a free offer, then capture their data when they sign up, and begin a relationship with them that ultimately turns into a sale.
The take-away message this month?
If you're a Web marketer who's pressed for time and resources (and who isn't?), stay focused on the most important web site success factors. Living on Internet time, or pretzel time, isn't fun, but you can still do just fine if you pay attention to what really matters.
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