Water Marketing Recap | May 2023

As always the May is an intense month. Mostly because here Germany we have in May too many public holidays on Thursday and bridging the Friday is quite common. Good for family, but bad for the work on the desk. Don't tell my family that I said this. ??

Your Corporate Identity is the Problem

Why am I saying that? Well, one of the most important tasks for every company is to create a clean, professional, and trustful identity with fonts, colors, messaging, and so on.?

I have seen companies spending a high 5-figure amount on getting something cleanly representing the company and I understand the importance of creating a consistent brand identity and messaging.

Suppose you are going into the organic and paid game on Social Media. In that case, your identity is important but needs to reflect how people get stopped by your message in their feed.

I am fighting big fights with my designer and clients to tell them that we have to stretch the visuals we're creating to the point that we're reaching the people and getting a conversion.

So we tested some paid ads with different colors, messages, etc.

Here you see two versions of the ad. While the left was much more on the identity level, the right gave a bold message and?performed 3-times better.

After that experience, even my design team was convinced to stretch in the future message.

So if you are creating content, whether organic or paid, think more about your readers than the corporate identity. Even if this step is hard, it's worth it.

The Truth about your Company Webpage

The good news, your webpage still matters!?

1. The numbers you see on Analytics are incorrect. They are always higher. (Cool, right? You were surprised to hear something positive from me. ??.) Due to the cookies settings, ad blockers, or tracking prevention, we cannot track around 50-60% of our visitors. Consider this for your next budget meeting with your CFO.
2. Suppose you're using a privacy wall compared to a privacy banner. In that case, chances are 10% higher to get an acceptance on your cookies. Ok, that's a bit nerdy, but we should collect as much data as possible. If you need to figure out what I am talking about, you know where to find me.
3. Ensure you're placed first if you put your company name into Google Search. Sounds silly, but I've seen companies from our space not have this pole position with their own name. If other companies above you (f.e. from a different industry) buy the pole position! This is rule number one. Own your name on the internet.
4. Create a customer journey for your clients. Try to track them on other channels as LinkedIn or YouTube, after they come to your webpage to ensure that you stay in their head.
5. Most webpages have the intention that the customer reaches out to them. If so, why don't you give the visitor this option with a clear CTA Button (Call to action)? If it takes more than 2 clicks to contact someone from your company, you're losing many opportunities. Make it easy. Think about Amazon. How long is the check-out process? One, max two clicks. That's by purpose to avoid people stopping the process. Copy that!

One more thing

When did you last click all the available links you have placed on the internet about your company?

Most marketers create a link somewhere f.e. on the LinkedIn company account and then forget about it. I am a big fan of clicking everything possible that I see around me. Unfortunately, the links are often broken, the URL no longer exists, or the content needs to be updated.

Set yourself a calendar entry once every half year to click everything you can find about your company. You will be surprised by what you will find.

In this sense: Good marketing and don't forget to train your people.

Cheers Bj?rn

Not enough?

Connect with me?here on LinkedIn, or check out the?Interius Solutions webpage ?and book your personal call with me.

See you soon.