IABC Marketing CoPilot presentation March 6
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IABC Marketing CoPilot presentation March 6

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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 ...

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.

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IABC Marketing CoPilot presentation March 6 IABC Marketing CoPilot presentation March 6 Presentation Transcript

  • Presentation to PIC –Toronto IABC Marie  Wiese   Marke*ng  CoPilot   March  6,  2013  
  • Websites  2013  WHAT’S HOT AND WHAT’SNOT!
  • 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 WebsiteOwner www.marke*ngcopilot.com/webpresence-­‐checklist     marie@marke*ngcopilot.com