Less is More: Minimalist Marketing for Maximum Impact
When it comes to marketing and a brand’s digital presence, entrepreneurs are hungry to know more. You want to learn how to put in 20 percent of the time and effort for 80 percent of the results. So it may come as a pleasant surprise that overloading your website and marketing messages could actually be doing your business a disservice. If you want to be top of mind for customers, it’s time to reduce your output.
People generally retain small amounts of information. In consumer behavior research, this is called schema and (in this scenario) it means how much detail your memory holds onto about a product or service. Your goals with your brand are unique, but you probably share one objective with all entrepreneurs: to convey your value proposition to your target audience – and have them actually retain it. So with this in mind, here are a few ways to accomplish this.
Limit the Visual
Humans may delude themselves into thinking they can effectively multitask, but plenty of research shows this isn’t truly possible. Since the average individual can only focus on one thing at one time, it’s your job to present material that directs buyers’ eyes to one area. A great example of this is LifeLock‘s business site. By offering one image at a time that is accompanied by brief blurbs of text on its website, the company has strategically reduced the visual elements that vie for visitors’ attention. If people want further information, they can scroll down and check out a short, but informative video. But if they don’t, they have quickly grasped the value proposition of the company without being overwhelmed.
Capitalize on Seasonality
It’s always good to be timely with your messages, whether that means offering a product that is aligned with a current holiday or writing a blog post that piggybacks off of a popular news story. When it comes to your website presence, you can be seasonal too. Unreal Candy is a healthy candy company that does this masterfully. With Halloween on the horizon, the brand removed most of its prior Web copy and replaced it with simple, Halloween-themed messages. This helps visitors to connect the upcoming holiday with this product, and to avoid being lost in a sea of endless information.
Cover the Basics
You may be really attached to a certain service your company offers, and be hard pressed to pare down the corresponding messages. If this sounds familiar, your website might have a FAQ section, a detailed paragraph about what the service entails, extensive pricing information and customer quotes – all about this one particular service. Not only is this unnecessary, but it’s also potentially damaging. If a prospect simply wants to find your contact information, make a quick purchase or check out other services, you may be creating a barrier to doing those things. Take a page out ofEveryDollar’s book. The free budgeting tool delivers a home page with less than 10 words between its header and subhead, and a single button that includes a clear call to action (CTA). There may be additional products or services the company will eventually want to advertise, but there will be time for that later. If customers have a pleasant, easy initial experience, they will likely stick around for a long time.
Strip It Down
So you understand that refining your messages and sticking to key points is essential for success. But let’s look at one more company for inspiration:Google. While Google is now a behemoth, the company started as a simple search engine. By keeping its main page clean and set up for quick navigation, it became the go-to search site. Once it became successful, the company branched into other products and services. But from the onset, the focus was on doing one thing well – which could be a beneficial approach for you too.
So as you think about ways you can simplify and maximize your digital messaging, think about the other companies who do it well. If you can mirror the things these companies have done well, you can see a real return for your efforts. In this case, less is truly more.