The Pain Around Widgets

Widgets are hot. Users like them because of ease-of-use, companies like them because they allow for a viral spread of brand recognition. Ultimately, though, most marketers are asking themselves, “How do I really leverage a widget?”

Web widgets, Google Gadgets, desktop gadgets, social media widgets, and more; how do you know which to leverage and how to leverage? First, consider your business objective. If you want to do it just because it’s hot, reconsider. Often times rushing into something without a strategy can hurt your brand, not reinforce it. You can use widgets to extend your brand, drive traffic to your site, create viral tools to reach a broader audience, or embed content on other sites. Determining which, or how many, are the right approach for your business will also help you shape what metrics you would like to use to evaluate success. For example, if you choose to drive traffic to your site, are you ensuring that you are able to track that the widget is indeed driving traffic. If you can create that dynamic, then you will be able to monitor and control where you place your widget and which partnerships and outlets are best performing for you.

With the launch of the new Bronto website, we decided to create a Email Marketing ROI Calculator widget. Many of our competitors are using ROI calculators on their site but none had made them available as a widget so the visitor doesn’t have to return every time they want to calculate their ROI. Our objective was to extend our brand and create viral tools to reach a larger audience. We began by offering it strategically on our site and then extended it through various promotions within our email marketing. Our website has shown more than 8,000 uses since it was launched in June 2008. We are now strategizing how to make it available in more venues. When we concepted the idea, however, we did ensure that it could be included across multiple platforms, whether as a Google Gadget to include on your iGoogle or as a desktop gadget. In addition, we made it simple for our users to add to their facebook and other social networking sites.

Many companies are doing it, but ensuring that you choose a strategy that is effective, measurable, as well as relevant to your brand and product position will guarantee success. Here are some additional criteria to keep in mind:

• Start with Strategy. What’s your business objective? What’s your marketing strategy? Define a plan, and then act on it.
• Think Content. This important element really exemplifies my earlier point of not rushing into something simply because it’s a hot topic. Think about your content and how it will play into your marketing and brand mix.
• Create Distribution. Don’t just think that if you build it, they will come. There has to be forethought into how you will engage it with your general audience as well.
• Don’t Forget Measurement. Whether you are wanting to increase visitors to your site, or finally launch yourself into the social arena, be certain to think about the metrics and how you will measure them.
• Always Optimize. Don’t build it, and then leave it. Use it across multiple channels to continue to foster engagement.

Sally Lowery
Online Marketing Manager at Bronto

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Tagged as: Email Marketing ROI Calculator, gadgets, viral marketing, widgets