web marketing
e-strategy & Web Marketing
“Does your content lead readers on a journey, or does it merely stuff them as leads into a pipeline?”
– Ann Handley
Marketing is Storytelling
Web marketing has seen an explosion of possibilities. There is a mindset that click funnels, pay-per-click ads and eblasts can build a company and a brand. Ultimately though, long-term success is not based on click-throughs or likes. It’s defined by persuading potential customers or clients to enter into a relationship with you, your business, and your product or service.
A critical element of that persuasion is emotion. People make emotional decisions, often in a blink of an eye, and then go about rationalizing the decision they’ve already made.
“…emotion is not a luxury: it is an expression of basic mechanisms of life regulation developed in evolution, and is indispensable for survival. It plays a critical role in virtually all aspects of learning, reasoning, and creativity.”
– Neurobiologist Antonio Damasio
At Bleeding Edge we invest great effort in staying ahead of the technological curve and in keeping abreast of the latest research in web marketing, online advertising, search engine optimization and analytics, but unlike many of our competitors, we understand that profitability is not determined by the number of hits your website gets. Profitability is determined by how many of those visitors stay on your site and if their experience is a positive one. We build high functioning sites, video channels and ad campaigns that perform some pretty amazing things for our clients.
Spotlight: Centimark Corporation
International Roofing and Flooring Corporation
CentiMark is the world’s largest commercial roofing contractor with their own in house marketing, advertising and web development teams.
Their market share had been stagnant and Bleeding Edge was tasked with helping them revitalize their sales effort.
We began with an eStrategy and Web Marketing Intensive to map out where they had been and where they wanted to go, including competitive market research, persona development, and a complete online marketing strategy.
We completed a redo of their flagship site, regional sites across North America and microsites. Begining with the roadmap provided by our eStrategy Intensive we moved through site architecture to development and implementation, including search engine optimization and content creation. Hundreds of pages of optimized content, including dozens of interactive pieces and proprietary software products followed.
We also produced a series of promotional and informational videos for CentiMark and their subsidiaries across the U.S. and Canada for their YouTube Channel that has been hugely successful in driving business.
CentiMark was using a huge, glossy, printed prospectus to make presentations to potential clients. The company has offices throughout North America and Canada, and because of frequent revisions, the cost for printing these sales pieces was enormous. We developed a touch screen app for tablets that features over 200 pages of information, interactive animations, video galleries, case studies, electronic flip books and maps that allows the salespeople to create a presentation “on the fly.”
From a study out of Ontario:
In the blink of an eye, 1/20th of a second, web visitors form an opinion of a company. Through something called the halo effect, every subsequent interaction on that site is colored: Judgements regarding credibility, usability & ultimately purchasing decisions.
From a Stanford Study:
The appeal of the overall visual design of a site, including layout, typography, font size and color schemes is the number one factor we use to evaluate a websites credibility.
The Bottom Line? Attractive things work better. We want things that are pleasing to succeed and are more tolerant of any issues. Understanding this marketing precept and applying it to every project we undertake allows us to help you succeed online and exceed your expectations.
How we think cannot be separated from how we feel.