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