How 'Sensory-Savvy' Is Your Online Marketing?: Take This Quiz
One of the very cool things about the Web is that we have a chance to reach-I mean, really connect with- our clients, customers and prospects. And in a way that makes the most sense to them.
We all know the person who answers phone calls right away. That's a sure sign that she absorbs information better when hearing it. (She's auditory). It may take that same person days to respond to your email.
There is the client who never wants to talk by phone. Instead, he needs to see an email. (He's visual). You know, the one who leans in close at an after-hours mixer because he needs to read
what's on your name tag?
And then there is the customer who must move around, engage with your marketing materials. You'll know her because in person, she'll be the one who is pacing the room, gesturing or, when sitting, can't seem to keep her hands still. And she wants to see how things work. (She's kinesthetic.)
What does this mean for your online marketing? That it is important to include a variety of communication tools and strategies so you can reach your customers in the ways they absorb information best.
The sensory-savvy online marketing quiz
The more "yes" answers you have, the better job you are doing of connecting with each style of learner in your online marketing:
1. The visual customer. Retains information best when he can see it. Thinks in pictures. Needs to take notes when listening to audio. Responds well to information in graphics.
Questions for the online marketer:
- Are your how-to videos available in alternate, PDF (printable) format?
- Do you use plenty of photos and other imagery?
- Do you also provide PowerPoint or other slides with your in-person presentations?
- Do you use a variety of colors and shapes on your website or blog?
2. The auditory customer.
Learns new information best through listening. Likes to "talk through a problem." Can work with written material but needs to hear it first. Highly sensitive to loud noises.
Questions for the online marketer:
Do you offer audio versions (MP3's, perhaps?) of your print material?
Do you record your teleseminars and make the recordings available afterward?
Have you considered adding music to any of your online audio material?
If you use audio, have you made sure it is not scratchy or high-pitched?
3. The kinesthetic customer.
Absorbs information best when she can move while engaging with the material. Is ruled about how she feels about everything. Is drawn to the tactile and real-life examples.
Questions for the online marketer:
Are your videos short enough to allow the user to have breaks often enough?
Do you use sensory (hear, see, touch) words in your print materials?
Do your how-to videos walk the user through the new skill with screen shots and demos?
Do you use any case studies or real-life examples in your online content?
If you are already doing some of this stuff, congratulations. Your marketing message is probably reaching more of your customers. If you haven't made your website or blog 'sensory-friendly,' consider trying one or more of these strategies to make your message more powerful.
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