What is Marketing Friction?

What is Marketing Friction? and How do you Avoid It…!

You have tons of different marketing options, that is a fact. When you find one that works well for you though, it doesn’t mean there aren’t more ways to make it better. Change is the only constant, so why not work that to your advantage?

There are always little things you can do to set yourself apart from other businesses and a keen eye for detail helps you eliminate marketing friction.

What is Marketing Friction?

Marketing friction happens when:

  • You miss the chance to get your leads
  • There are one too many steps before your lead is allowed to take action
  • The experience isn’t seamless

The points above can cover a broad range of little mistakes that you can avoid when you know what marketing friction is. You’d be surprised at how often these seemingly harmless mistakes impact your success rates.

We live in a fast-paced world, and as such, providing a smooth and intuitive experience can make all the difference.

Pro Tip from Remi360

Say you have an email blast scheduled and your goal is to show what your business offers AND get a lead to sign up. Ask yourself the following questions:

  1. Which of my website pages can do both at the same time?
  2. How can I achieve both (showing what I offer and getting a lead to sign up) with the least amount of effort from my lead?

This is where the magic happens. Once you have determined which of your website pages achieves both for you, save that link and find a way to have your lead click on it. Did you know that 65% of people are visual learners? Take advantage of that by using videos. This scenario would work even better if your answer to the first question above has a video existing on that page.

Now, we all know we can’t embed videos in an email, but you can hyperlink your text and images. Let’s dive into this Remi360 Pro Tip a little deeper. With the knowledge that 65% of people are visual learners and coupling that with basic internet literacy, let’s assume that a play button will make your now curious lead click on a “video” in your email. What you have to do is take a screenshot of the video thumbnail on your website and hyperlink it to YOUR website with the video and sign up option, NOT to the video link itself. Talk about hitting two (or more) birds with one stone; a link in this instance.

This effectively helps you avoid the marketing friction caused by what we at Remi360 call “orphan links”. Sure, you can use your video link, perhaps a link from your YouTube channel. But apart from showing what you offer in the video, it achieves nothing else. This is a mistake you have to eliminate. Elevate your email by transforming it into a masterfully crafted frictionless experience offering your leads access to what you offer AND how to get it. This is what you want to happen, and with smart use of your knowledge of reducing marketing friction, you can now achieve it.

This is just the tip of the iceberg and identifying areas where you encounter marketing friction is a never ending journey. At Remi360, we are continuously finding ways to help you reduce marketing friction. Get your FREE 27-minute discovery call today.

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