By Kevin Mullins, Atomivox Managing Director
Elk City, Oklahoma is a quintessential all-American oil-and-cattle town in the heart of tornado alley. A few coffee shops, truck stops, and a local high school…not much happens there, but back when local jukeboxes were spinning Elvis, Elk City was buzzing with travelers heading out west on Route 66.
A few years ago, I got to visit Elk City’s Route 66 museum. Between the classic cars and antiques, I found a treasure-trove of mid-century marketing; glowing neon and hand-painted porcelain signs, concert posters and antique gas pumps with lighted glass globes.
Marketers in the 1950s had only seconds to grab a driver’s attention and steer it into sales.
Imagine trying to build an inbound marketing strategy to convert customers at 65 miles-per-hour! They deserve serious props. Here are three marketing insights I learned from the mid-century masters on Route 66:
1. BUILD WITH THE RIGHT MATERIAL
Unlike our cheap, modern plastic everything, marketing tools in the past were substantial and built to last. You can still find antique neon signs that work like they did when new!
Today, a well-built, thoughtful website is essential to success. Many brands make the mistake of either going too small (to save money) or too big (buying more than they need). Options like Squarespace are great for solopreneurs, and custom development is vital for more substantial needs but, for everyone else, WordPress is a viable middle option to grow with you as your company grows.
According to Kinsta, WordPress powers 32% of all websites! It has an active developer community, integrations to enterprise business tools and teams like ours who understand how to leverage it to accelerate growth.
Plus, when you’re ready for custom development, WordPress is a rock-solid base to develop on.
2. COMMUNICATE CLEARLY
Even if your SEO is perfect, nothing hurts on-site conversion more than a confusing message. Marketers in the 1950’s only had a few seconds to say what they were selling before the driver whizzed past:
Like traffic on Route 66, visitors to our websites decide to stop in or keep going in under 5 seconds.
Make sure your webcopy is crystal clear, laid out well and free from jargon that no one but you understands.
Reduce slow loading times with good SSD hosting, small image sizes, and correct links. Having done all that, you may discover that clearing up a vague message may reduce your bounce rate.
Clarify your message and watch interest in your brand skyrocket.
3. LEVERAGE SOCIAL CRED
In the 1950s, nearly every gas pump, barn-side advert, or porcelain sign had some sort of brand association. They knew that people would more likely to pull in if they saw a recognisable brand logo. Ask yourself:
How can I apply credibility to my website?
Can I showcase the brand names I use or sell?
Am I publicising my local, regional or global partnerships?
Am I gathering and showcasing customer testimonials?
While times may have changed, visitors are still more likely to engage if they see brands they’re familiar with, testimonials, or ratings that indicate other people value your service.
Don’t be afraid to leverage credibility as a way to elevate your authority and reliability in your field. It will lead to increased customer engagement.
We have a tendency to overlook or smirk at marketing techniques from the past. While the mediums for marketing are changing, much is still the same. Weave these tips into your digital strategy, and you will see results.
If you are looking for additional marketing chops to help improve your business, Atomivox has got you covered. Our creative marketing, branding and web designs turn heads and help brands grow.