To paraphrase Seth Godin in his post "Confusing Activity with Action:" we're all doing a lot of activities online (such as me writing or you reading this post), but is it getting in the way of action? Is it getting you where you want to go? I'd like to add a thought to that. It's not just you that should be taking action. It's your customer. So when you're putting together an online marketing initiative -- let's say a new e-mail series, expert how-to articles, or fine-tuning your homepage Web site copy -- design it so the customer will absolutely feel compelled to do something after seeing the marketing piece. And then be sure your creative team -- your writers, your designers, your agency, your photographers, your developers -- knows what that something is. It could be:
Whatever it is, that call to action should take priority in your marketing piece. And it should be tracked. Then you can fine-tune your compelling (or not-so-compelling) message and creative based on the results. Again and again. With purpose. And data. Cool.
Shelly Bowen, MFA, is a content writer, content strategist, and founder of Pybop.
For decades, Shelly has written for businesses on complex topics from disease prevention and medical devices to alternative energy and leveraging data. Today, she's hyper-focused on supporting B-B technology businesses. In her spare time, she hikes, kayaks, draws, and works on her T-Bird.
A wide variety of brands rely on Shelly as an essential freelance writer and content strategy resource.
Follow Shelly on Instagram @pybop or connect on LinkedIn. More about Shelly and Pybop.
