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...
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	...
11.2•  They	  will	  use	  11.2	  pieces	  of	  online	  data	  in	  the	     decision	  making	  process	  •  First	  mom...
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	  ...
Question:•  How	  good	  is	  your	  website	  or	  your	  client’s	  website	  in	     helping	  someone	  through	  the	...
2013 – It’s tipped!
What a website can not be in 2013…1.  A	  one-­‐way	  conversa*on	  ,product	  spiel	  or	  online	      brochure	  2.  Ob...
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	  web...
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 results•    Prospects	  didn’t	  understand	  •    Website	  orphaned	  for	  5	  years	  •    No	  lead	  genera*on	  ...
What we did…1.     Why	  should	  I	  buy	  from	  you?	  	  2.     Documented	  the	  buying	  process	  3.     Establish...
results
recap•  Buyer	  behaviour	  has	  changed.	           •  Your	  web	  presence	  needs	  to	  become	  your	  best	  sales...
15 Must-Have’s for the Savvy WebsiteOwner www.marke*ngcopilot.com/webpresence-­‐checklist	                         	      ...
IABC Marketing CoPilot presentation March 6
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 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

  1. 1. Presentation to PIC –Toronto IABC Marie  Wiese   Marke*ng  CoPilot   March  6,  2013  
  2. 2. Websites  2013  WHAT’S HOT AND WHAT’SNOT!
  3. 3. 1982 – The Gestetner Machine
  4. 4. Communication flow
  5. 5. 1988 – The Fax Machine
  6. 6. Communication flow
  7. 7. 1991 – The mobile phone
  8. 8. Communication flow
  9. 9. 1995 – The annual report
  10. 10. Communication flow
  11. 11. 1998 – The web
  12. 12. Communication flow
  13. 13. 2005 – The website
  14. 14. Communication flow
  15. 15. 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
  16. 16. Communication flow
  17. 17. 2010 – Social media
  18. 18. No flow - just explosion!
  19. 19. 2013, what’s changed? Buyer  behaviour!  
  20. 20. 97%•  Will  consult  a  website  before  they  decide  to  buy   anything  
  21. 21. 70%•  They  will  be  70%  of  the  way  through  the  buying   process  before  a  company  ever  hears  from  them  
  22. 22. 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  
  23. 23. 100%•  Will  go  to  your  website  before  making  the  final   decision  to  buy  from  you  
  24. 24. 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?  
  25. 25. Question:•  How  good  is  your  website  or  your  client’s  website  in   helping  someone  through  the  buying  process  before   they  speak  with  you?  
  26. 26. 2013 – It’s tipped!
  27. 27. 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  
  28. 28. 30 second litmus test…
  29. 29. Three simple questions…1.  Where  am  I?  2.  What  can  I  do  here?  3.  Why  would  I  do  it?  
  30. 30. 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  
  31. 31. How do I fix these things on a website?
  32. 32. Different process
  33. 33. Quick story…
  34. 34. Challenge?•  No  value  proposi*on/differen*a*on  •  No  conversion  points  •  No  context  •  No  focus  •  No  logical  buyer  process  
  35. 35. 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  
  36. 36. 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    
  37. 37. results
  38. 38. 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.  
  39. 39. 15 Must-Have’s for the Savvy WebsiteOwner www.marke*ngcopilot.com/webpresence-­‐checklist     marie@marke*ngcopilot.com  

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