Written by Sabrena Suite-Mangum
February 14th. The "polls” will close at midnight (or at least close of
business) for official entries for NADCO’s Marketing March Madness. Whether
you’ve submitted your best pieces, or have been viewing from the sidelines (aka
Facebook), we’ll continue our look into best practices for CDC and REAL 504
pieces as NADCO’s special panels convene to determine who the standout
marketers were for 2013.
they’re deliberating, we’ll segue to Marshall McLuhan. You may recognize the
late Canadian philosopher of communication theory from his stint in "Annie
Hall,” but he also predicted the World Wide Web almost 30 years before its
inception. And among other contributions, we can thank him for coining the term
"Global Village” and introducing the phrase "the medium is the message.” So
when it comes to best practices in communicating in our global (technological)
village, we ought to start with the most simple and basic of tools for an
online presence -- the website.
days of "just having a website to have a website” are gone. If your medium is
stagnant, dated or hard to use, you’re communicating the same about your
organization to the customer. When your website is hard to navigate, the
message you’re sending reciprocates: we’re behind the times, we’re not moving
forward, and we’re hard to work with. On the flip side, when technology is
embraced and used intelligently, it can be a powerful tool for showcasing
business values and gaining market share.
instance, a website that is graphically clean and appealing and (perhaps just
as importantly) easy to navigate, is helpful to the user.
CDC Small Business Finance’s website has customized drop
down categories including "small business,” "current borrower,” "lender” and
broker” making the website extraordinarily user friendly for different audience
segments. User’s don’t need to sort through irrelevant information to find the
items that pertain to them.
example of an easy-to-use interface is found on Utah CDC’s home page. The user is greeted with a giant green "Get
Started” button (juxtaposed to the soft blues and neutral tones on the home
page.) There’s no guesswork for those who want to kick off the loan process
with UCDC and they’ve even made the site smart phone compatible. #REALGenius
CDCs make it easy for users to associate their product (the promotion of the
REAL 504 and SBA lending) with a positive and easy to navigate experience --
making customer service part of the medium itself, even before they’ve talked
to a CDC employee.
What message is your media sending?