Visible!
Attracting Customers in a Distracted World
Oliver Pott
Cite this publication as
Oliver Pott, Visible! (2023), Campus Frankfurt / New York, 60486 Frankfurt/Main, ISBN: 9783593453910
126
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Descripción / Abstract
How to make your company unmissable!
Flashes everywhere, loud, turned-up commercials appear on the screens. A day without advertising catching our eye is hardly imaginable in modern everyday life. Customer attention is a valuable commodity. But how can companies easily and effectively catch the eye of potential customers and convince them of their own product or service?
In this book, online marketing expert Oliver Pott explains how you can achieve smart and sustainable visibility for your company in just six steps in order to address particularly relevant target groups and thereby significantly increase your sales. If you also master the three dimensions of valuable visibility – consisting of relevance, authority and storytelling – you can completely abandon flashy campaigns in the future and still remain visible and relevant.
Flashes everywhere, loud, turned-up commercials appear on the screens. A day without advertising catching our eye is hardly imaginable in modern everyday life. Customer attention is a valuable commodity. But how can companies easily and effectively catch the eye of potential customers and convince them of their own product or service?
In this book, online marketing expert Oliver Pott explains how you can achieve smart and sustainable visibility for your company in just six steps in order to address particularly relevant target groups and thereby significantly increase your sales. If you also master the three dimensions of valuable visibility – consisting of relevance, authority and storytelling – you can completely abandon flashy campaigns in the future and still remain visible and relevant.
Descripción
Oliver Pott, PhD, professor for entrepreneurship, has founded several digital companies and teaches in Paderborn. He has sold one of his companies directly after its founding to a French corporation. The editors of Founder's Magazin listed him as one of the top 30 of German company founders.
Jan Bargfrede has been working as Chief Strategist for Digitalisation with Oliver Pott for many years. He and his creative team have received the Digital Prize »Creative Spaces« from the Ministry of Education and Cultural Affairs of North Rhine-Westphalia.
Jan Bargfrede has been working as Chief Strategist for Digitalisation with Oliver Pott for many years. He and his creative team have received the Digital Prize »Creative Spaces« from the Ministry of Education and Cultural Affairs of North Rhine-Westphalia.
Índice
- BEGINN
- Content
- Invisibility equals nonexistence
- The high value of smart visibility
- The first impression counts – and can seldomly be corrected
- Do not let your visibility roam freely!
- Be visible – and find the best customers and make more sales
- Visibility by itself is useless
- The inflation of visibility
- “Loud” visibility obliterates the market’s appreciation for you
- The era of visibility empires is at an end
- “Snack Content” – Attention span of goldfish
- Establish visibility for that which is being sought after – and make sure that you are being found
- Visibility is the first step to actual sales
- Marketing has become more honest
- The easiest form of visibility: a combination of orientation and entertainment
- The three dimensions of valuable visibility
- Visibility needs relevance
- Visibility is upgraded by authority
- Visibility can be retained through storytelling over long periods of time – while coincidentally building a brand
- The 6 levels of smart visibility
- Level 1: Interruption marketing
- Level 2: Situational marketing
- Level 3: Brand trust marketing
- Level 4: Personal relationship marketing
- Level 5: Loyalty marketing
- Level 6: Intravenous marketing
- Different steps of visibility need different levels of consent by customers
- Directed visibility equals turnover
- A deal as the basis for business
- Catalogue of criteria for valuable visibility
- Retention or buying impulse?
- ROI of visibility is rarely ascertainable
- Channels of smart visibility
- Which of the hundreds of channels make the most sense?
- Start with the most valuable channels
- Instagram: Visibility is an easily accessed resource
- Your YouTube channel
- Your own podcast
- Email marketing has the highest added value
- Webinars qualify the lead and lead to sales
- Your own website automates sales
- Your own sales funnel made of system modules
- Acknowledgments
- Endnotes