Government Contracting Institute 2013 - What the Feds Want from Your Website

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Brochures, business cards and advertising. Facebook, LinkedIn and SEO. These things are all important but without a website they hurl around space confused and misguided. Your marketing needs a center and that center should be your website. We will look at why this is true and how to build on this truth. We will discuss design strategy, buyer personas, content marketing and conversion.

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Government Contracting Institute 2013 - What the Feds Want from Your Website

  1. 1. Click to edit Master title style What the Feds Want from Your Website How to give them the right information, the right way! © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 1
  2. 2. Click toBuyerMaster title style edit 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.” © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 2
  3. 3. Click toBuyerMaster title style edit 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”. © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 3
  4. 4. Click toBuyerMaster title style edit Personas Who are we talking about? And, don’t say “anyone who…” © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 4
  5. 5. Click toBuyerMaster title style edit 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 © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 5
  6. 6. Click toBuyerMaster title style edit 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? © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 6
  7. 7. Click toBuyerMaster title style edit Personas Your Players… • • • • • Give them a bio Write their story Define their needs Map their content Post this! © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 7
  8. 8. Click to edit Master title style Mapping Content Types of Content Educational Content • Blogs • Videos • Podcasts Curated Content • RSS Feeds • Social Marketing • Guest Posts Conversion Content • Product Overviews • Email Newsletters • Landing Pages © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 8
  9. 9. ClickEducational Contentstyle to edit Master title 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 © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 9
  10. 10. Click to edit Master title style 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 © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 10
  11. 11. Click Conversion Contentstyle to edit Master title 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 © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 11
  12. 12. Click to edit Master title style 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 © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 12
  13. 13. Click to edit Master title style Content and the Feds Tying it all together… Plan your content, don’t let it control you • List your goals • List their goals • Define your site priorities © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 13
  14. 14. Click to edit Master title style Content and the Feds This content doesn’t have to exist on an island… Use your other content to back it up! Core Competencies Past Performance • List your services • Include blog feed related to services • Include newsletter signup • Include case studies • White papers on performance reviews • “Lessons learned” blog posts Differentiators Company Data • White papers • Case studies • Key personnel content • Company specifics © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 14
  15. 15. Click to edit Master title style Content and the Feds 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! © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 15
  16. 16. Click Right Kind of Marketing The to edit Master title style 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?’” © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 16
  17. 17. Click to edit Master title style Questions? Suggested resources: Contact me: www.woodstreet.com www.woodstreet.com www.marketingprofs.com jbailey@woodst.com www.contentmarketinginstitute.com @woodstreetweb www.zeromomentoftruth.com @jonmikelbailey www.mediapost.com Facebook.com/woodstreetweb www.heidicohen.com 301.668.5006 x101 Read these two books… Content Rules! And Optimize! © 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067 17

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