When marketing your small business, keep in mind that customers are naturally less interested in seeing your marketing messages than you are in sharing them. One simple way to make it easier for customers to engage with your marketing content is to always think about removing barriers to accessing the content.
Let’s say you have a beautiful and effective direct mail piece that you want to share with your email marketing list and social media audiences.
Many small businesses will share a PDF or picture of the direct mail piece, inserting this image into an email or sharing a link to it on social media. But posting or emailing a PDF actually creates a barrier to seeing the content.
How do you remove the barriers and make your marketing more accessible?
When translating a printed piece for web marketing use, follow these tips:
- Reduce the number of clicks required to view the content. Whenever possible, include the marketing message directly in the media. For example, instead of including a “Read More” link, put the entire message in the email or social media post.
- Optimize loading speed. Build email marketing messages in HTML instead of embedding an image or PDF containing the entire communication. It will load faster, and if there’s a loading error, most of the message will still make it to the customer.
- Consider the media you are using and how customers interact with that media. On a printed direct mail piece, customers expect all the information they need to call you or to buy. However, on Facebook or Twitter it’s easy to put a customer into information overload. Consider more frequent, shorter messages.
Make it easier for customers to interact with your marketing content, and you will enjoy improved results and happier customers!
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