iabc marketing copilot presentation march 6
DESCRIPTION
Buyer behaviour has changed and the world is demanding more from your web presence. Your buyer is in control. What’s Hot, What’s Not in 2013” with respect to business websites. A presentation performed at a gathering of professional independent communication consultants within the Toronto chapter of IABC or International Association of Business Communicators.TRANSCRIPT
Presentation to PIC – Toronto IABC
Marie Wiese Marke*ng CoPilot March 6, 2013
WHAT’S HOT AND WHAT’S NOT!
Websites 2013
1982 – The Gestetner Machine
Communication flow
1988 – The Fax Machine
Communication flow
1991 – The mobile phone
Communication flow
1995 – The annual report
Communication flow
1998 – The web
Communication flow
2005 – The website
Communication flow
2008 – Landing page optimization
• Marke*ng Sherpa Landing Page Op*miza*on
Clarity trumps persuasion…
C = 4m + 3v + 2(i – f) – 2a*
C = conversion m = motivation v = value proposition
f = friction a = anxiety i - incentive
Communication flow
2010 – Social media
No flow - just explosion!
2013, what’s changed?
Buyer behaviour!
97%
• Will consult a website before they decide to buy anything
70%
• They will be 70% of the way through the buying process before a company ever hears from them
11.2
• They will use 11.2 pieces of online data in the decision making process
• First moment of truth used to be when they came “face-‐to-‐face” with your product or service
• Zero moment of truth* is what they are doing before they decide to talk to you
*www.zmot.com
100%
• Will go to your website before making the final decision to buy from you
Don’t believe me?
• How many new things have you bought in the last 12 months for yourself or your business that did not include looking up something before you purchased?
Question:
• How good is your website or your client’s website in helping someone through the buying process before they speak with you?
2013 – It’s tipped!
What a website can not be in 2013…
1. A one-‐way conversa*on ,product spiel or online brochure
2. Oblivious to the buying process 3. All things to all people 4. An unconnected en*ty 5. An unmanaged business process
30 second litmus test…
Three simple questions…
1. Where am I? 2. What can I do here? 3. Why would I do it?
What’s hot?
1. Understanding buyer behaviour and mapping the process of your buyer to your website. • Good structure versus design
2. Singular focus. • People want less choice not more.
3. Conversion versus vanity. • Now you’ve seen how cool we are so “call us”.
4. Keyword driven content based on the business problems of your customers, not your products. • Search Content Marke*ng versus SEO
5. Trea*ng your website like a sales rep. • Context versus content
How do I fix these things on a website?
Different process
Quick story…
Challenge?
• No value proposi*on/differen*a*on • No conversion points • No context • No focus • No logical buyer process
No results
• Prospects didn’t understand • Website orphaned for 5 years • No lead genera*on • No Page One for anything including their name • Bad content • No customer context • Website not connected to any other conversa*on in the company or industry
What we did…
1. Why should I buy from you? 2. Documented the buying process 3. Established differen*a*on 4. Validated with customers 5. Mapped buying process online 6. Built web presence 7. Executed 8. Measured 9. Started again
results
recap
• Buyer behaviour has changed. • Your web presence needs to become your best sales rep.
• Clarity trumps persuasion. • Communica*on flow has changed. Die or adapt.
• Take control of your web presence. • You have the keys to car. You need to drive.
15 Must-Have’s for the Savvy Website Owner
www.marke*ngcopilot.com/webpresence-‐checklist
marie@marke*ngcopilot.com