The best social sharing snippet from Lorraine in this interview… “Yes, because the number of people who fill out a contact form is very small compared to the number of people who come to your website. And. If you push too fast for the end goal, you miss the opportunity to create relationships, get someone to just sign up for a newsletter, download and learn one thing.
In this episode, I chat with marketing strategist Lorraine Ball about the small yet powerful tweaks that can make a big difference in your marketing. From applying lessons from late-night TV infomercials to ensuring every page of your website has a purpose, we discuss strategies that are both practical and impactful. Lorraine also shares her thoughts on the resurgence of QR codes, creative ways to leverage user-generated content, and the importance of a clear, actionable marketing strategy. Whether you’re looking to boost conversions, build relationships, or simplify your approach, this episode is packed with tips to help your business thrive.
In the episode:
- Why your website needs a “but wait, there’s more!” moment.
- How to guide your audience step by step through their customer journey.
- Creative ways to encourage and use user-generated content.
- The lasting impact of QR codes and how to use them effectively.
- Why setting clear goals is essential for sustainable marketing success.
Episode Timestamps
[02:15] Lorraine’s Sweet Spot: Helping Businesses Realign Their Marketing
Lorraine shares her journey from agency ownership to independent marketing audits and strategy.
[05:40] Lessons from Late-Night TV: Keep Visitors Hooked
The importance of having a next step on every webpage, inspired by infomercial tactics.
[10:20] Strategic Calls to Action: Moving Beyond “Contact Us”
How to align CTAs with your audience’s stage in the buying journey.
[15:00] User-Generated Content: It’s More Than Just Blog Comments
Creative ways to collect and leverage testimonials, reviews, and social media contributions.
[21:45] QR Codes Are Back: Bridging Offline and Online
How the pandemic revived QR codes and why they’re here to stay.
[26:30] The Three Marketing Basics: Clarity, Competition, and Goals
Lorraine’s foundational advice for any successful marketing strategy.
[30:50] Favorite Marketing Methods: Tailored Approaches for Every Business
Why email marketing and content-rich websites often steal the spotlight.
[36:10] The Takeaway
Why understanding your “why” is critical for effective marketing decisions.
Where to Find Lorraine
Website is MoreThanaFewWords.com
Listen On Apple Podcasts
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Watch the Podcast or Read the Post Below
Marketing today is more nuanced than ever, and if you’re struggling to make sense of the ever-changing landscape, you’re not alone. In my latest conversation with Lorraine Ball, a seasoned marketing strategist with over 19 years of experience running her own agency, we dove deep into actionable strategies.
Lorraine specializes in helping businesses that have invested in marketing but aren’t seeing the results they want. By providing independent audits and strategic advice without the bias of selling a specific service, she ensures that businesses focus on what’s truly best for their goals. If your marketing efforts feel misaligned, Lorraine’s insights could be the game-changer you need.
What Late-Night TV Commercials Can Teach Us About Your Website
Remember the classic late-night infomercials? Just when you were ready to change the channel, they’d hit you with a “But wait, there’s more!” That approach kept viewers hooked and engaged.
Lorraine suggests applying the same principle to your website. Every page—whether it’s a blog post, a product page, or your “About Us” section—should have a logical next step for the user. This could be:
- Watching a related video.
- Downloading a guide.
- Reading another blog post.
- Signing up for a newsletter.
Never let a visitor reach the bottom of a page with nothing else to do. This strategy not only keeps users engaged but also nudges them toward building a relationship with your brand.
Thinking Strategically About Calls to Action
One common mistake Lorraine sees is businesses rushing to push a “Contact Us” button too early in the customer journey. Instead, consider what stage your customer is at and guide them step by step.
For example:
- Flooring Company: After reading about the latest trends in flooring, offer a free downloadable guide to choosing the right hardwood.
- Bankruptcy Attorney: For those uncertain about their next steps, provide educational resources like “Three Things to Do Before You Contact an Attorney.”
When you meet potential customers where they are in their decision-making process, they’re more likely to trust you and move forward.
The Evolution of User-Generated Content (UGC)
Lorraine reminisced about the days when blogs were brimming with comments, but while that era may have passed, user-generated content is far from dead. UGC today looks like:
- Reviews and Testimonials: Actively ask for them during or after service interactions.
- Social Media Engagement: Encourage customers to share photos, videos, or stories about your product. Consider contests or fun prompts like asking followers to share their favorite way to use your product.
- Creative Campaigns: Lorraine shared a story about an optometrist who ran a campaign asking parents to share photos of their kids in glasses, resulting in an authentic and heartwarming showcase of his customer base.
Even small incentives, like free appetizers at a restaurant, can inspire people to share their experiences online. Not only does this build engagement, but customers often use language that matches how others search for your services, giving you an SEO boost.
The Three Marketing Basics
Before diving into any new marketing strategy, Lorraine emphasized the importance of getting these three essentials right:
- Know Your Customer: You can’t serve everyone. Focus on your ideal audience.
- Understand Your Competition: It’s not always who you think. Sometimes, you’re losing customers to completely different solutions.
- Set Clear Goals: Define what success looks like and measure it. Marketing isn’t magic—it’s about testing and refining until you get results.
The Resurgence of QR Codes
Lorraine believes QR codes have found their moment, thanks to the pandemic and advancements in phone technology. They’re a fantastic tool for bridging offline and online experiences. Want to bring a customer from a printed menu to a loyalty app? QR codes are the way to go.
The Takeaway
Lorraine’s ultimate takeaway is simple: Always ask, “Why am I doing this?” Whether you’re implementing UGC, creating website content, or launching a new campaign, knowing your objective is the key to accountability and success.
If you’re inspired by Lorraine’s insights and want to dig deeper into making your marketing thrive, check out her website at More Than a Few Words. With over a thousand podcast episodes and a wealth of resources, it’s the perfect place to start refining your strategy.
