government contracting institute 2013 - what the feds want from your website

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What the Feds Want from Your Website

How to give them the right information, the right way!




Buyer Personas

To paraphrase Adele Revella, founder of Buyer Persona Institute, a buyer persona is defined as…

“A detailed profile of an example buyer that represents the real audience – the buyer that you hope to persuade to buy your products, services or solution.”

http://www.buyerpersona.com/

http://www.buyerpersona.com/




Buyer Personas

Before you build a website/blog or “do social”… – Who are your customers?– What do they care about? – What are they really buying?

Hint: people who purchase a car… aren’t usually buying the “car”.




Buyer Personas

Who are we talking about? And, don’t say “anyone who…”




Buyer Personas

First, consider actual data for your customers…

– Demographics– Their value, in money, reach and return business– How they prefer to interact with you…

– Phone– Email– Website– Mobile– Social




Buyer Personas

• Who are they?• What do they do?• Why should they care

about your organization?• Where are they and

where do they find you?• How do you convert them

into a client?




Buyer Personas

Your Players…• Give them a bio• Write their story• Define their needs• Map their content• Post this!




Mapping Content

Types of ContentEducational Content• Blogs• Videos• Podcasts

Curated Content• RSS Feeds• Social Marketing• Guest Posts

Conversion Content• Product Overviews• Email Newsletters• Landing Pages




Educational Content

Your target audience needs your help!

They don’t know what you know!• Write how-to posts

• Top 10 Lists

• Instructional video and podcasts

• Your expert knowledge in their language




Curated Content

You are not the only resource!

Share other’s useful content!• Gather content via email, alerts & RSS

• Share that content on social channels

• Open up guest posting on your blog

• Do an email newsletter




Conversion Content

You still need to sell!

How can you use content to convert?• “Give away” eBooks, Whitepapers

• Instructional content with call to action

• Content makes the sale,

explain the benefits




Content and the Feds

The Feds need the same info from everyone… don’t hide it!

• Core Competencies• Past Performance• Differentiators• Company Data• Government Tab• Show them you know Feds• Give them Fed specific info





Tying it all together…Plan your content, don’t letit control you

• List your goals• List their goals• Define your site priorities





This content doesn’t have to exist on an island… Use your other content to back it up!

Core Competencies

• List your services• Include blog feed related to services• Include newsletter signup

Past Performance

• Include case studies• White papers on performance reviews• “Lessons learned” blog posts

Differentiators

• White papers• Case studies

Company Data

• Key personnel content• Company specifics





Now, plan your attack!Map the user experience…

• Develop a site map• Define conversion goals• Merge the two• Combine content with

conversion goals.• Always include a CTA!




The Right Kind of Marketing

And I’ll leave you with a quote…I asked Ann Handley, author of Content Rules,what the most important takeaway from her book was…

“Be relentlessly customer-focused and not corporate-focused.

Ask yourself…

‘What marketing will my customer THANK me for?’”

http://www.annhandley.com/

http://www.amazon.com/gp/product/1118232607/ref=as_li_qf_sp_asin_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=1118232607&linkCode=as2&tag=woodstreet-20




Questions?

Suggested resources:

www.woodstreet.com

www.marketingprofs.com

www.contentmarketinginstitute.com

www.zeromomentoftruth.com

www.mediapost.com

www.heidicohen.com

Contact me:

www.woodstreet.com

[email protected]

@woodstreetweb

@jonmikelbailey

Facebook.com/woodstreetweb

301.668.5006 x101

Read these two books… Content Rules! And Optimize!

http://www.woodstreet.com/

http://gigaom.com/

http://www.contentmarketinginstitute.com/

http://www.zeromomentoftruth.com/

http://www.mediapost.com/

http://www.heidicohen.com/

http://www.woodstreet.com/

mailto:[email protected]

http://www.twitter.com/woodstreetweb

http://www.twitter.com/woodstreetweb

http://www.twitter.com/jonmikelbailey

http://www.twitter.com/jonmikelbailey

http://www.facebook.com/woodstreetweb

http://www.facebook.com/woodstreetweb



government contracting institute 2013 - what the feds want from your website

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