what to consider when you are considering a website update
DESCRIPTION
Slides from Seminar held May 12, 2011. The full replay, including audio, is available at http://www.instantpresenter.com/PIID=E955DA83814FTRANSCRIPT
What to consider when you are considering a website update
Leading Results Overview • Marke4ng services firm – coaching and consul4ng
1:1 Coaching, Group Coaching Frac4onal VP of Marke4ng Social Media Coaching and Learning
Referral Marke4ng Coaching and Classes
• Authorized Duct Tape Marke4ng coaches
• Offices in Boston and Philadelphia • Clients throughout North America
• We help our clients stop was4ng money on marke4ng that does not create results
Leading Results Core Marke4ng Mantra
• Don't talk about the products you sell; talk about the problems you solve.
• Then talk about the remarkably different way that I will experience working with you as you solve those problems.
• Be sure you tell me what I get; NOT what you do. Because I don't have 4me to figure out if what I need is what you do.
Defini4on of Marke4ng
Know Like Trust Buy Repeat Refer TRY
Marke4ng is a System 1. Strategy before tac4cs 2. Fill your marke4ng hourglass 3. Publish educa4onal content 4. Create a total web presence 5. Use a lead genera4on trio 6. Make selling a system too 7. Live by the calendar
Strategy before tac4cs
(and your website is part of your tac4cal elements)
• Define your Marke4ng Purpose • Narrow your focus • Differen4ate and dominate
Define your Marke4ng Purpose
Marke4ng Purpose
• Not about what you do – Its why you do it Beyond making money
• Ques4ons to Answer: What value do we always deliver What advice would you give to someone looking to buy what you sell?
How do you want your customers to describe you, your company, your service?
Example
Leading Results: Purpose: Help small business stop was4ng money on marke4ng and be more successful in their efforts
You should answer the ques;ons: What value do we always deliver What advice would you give to someone looking to buy what you sell?
How do you want your customers to describe you, your company, your service?
Narrow your focus
Ideal Customer (aka: target market)
• What it should not be: Anyone with money
Anyone in a certain city or town Anyone that wants to buy x Anyone….
What is ideal? • Values you • Profitable • Refers
Ideal customer • Demographics • Psychographics • Geographics • Behavior
Differen4ate and Dominate
What people really buy? • Your unique product/service • Your unique process • Your unique experience • Your unique people • Your unique guarantee • Your unique packaging/delivery …..Against a problem
Its not about the products you sell, its about the problems you solve – and your website needs to showcase this!
Need to Overhaul Your Website?
TODAY’S SCHEDULE ★ Death of the Brochure Website ★ Developing Your Website Strategy ★ What You Should Be Thinking About
Need We Say More?!?
Developing Your Website Strategy...
What Are Your Opportunities?�
NAVIGATION
reading vs. scanning
Summary
• Before you start, understand what you want to do Why are you in business? Who is your ideal customer?
How are you different?
• Then What is the site purpose? The design & use elements
The technology
Thank You & Ques;ons We help small businesses stop was4ng money on marke4ng
Contact Us
Leading Results Synergema
Web: www.leadingresults.com hgp://www.synergema.com Email: [email protected] [email protected]
Phone: 978-‐562-‐4161 484 288-‐8290
Twiger: @LeadingResults @synergema
facebook.com/leadingresults