This presentation discusses how buyer behavior and communication flows have changed with the rise of digital technologies and social media. Websites now need to understand the buyer's journey and map the purchasing process online in order to help buyers through their decision making. Specifically, websites should have a clear value proposition, conversion points, contextual relevance to buyers, singular focus on the buyer's problems rather than just products, and reflect a logical online buying process. The presentation outlines how understanding these changes can improve a website's ability to generate leads and rank highly in search results by better meeting buyer needs before they ever contact a company.

1. Presentation to PIC –
Toronto IABC
Marie
Wiese
Marke*ng
CoPilot
March
6,
2013

2. Websites
2013
WHAT’S HOT AND WHAT’S
NOT!

3. 1982 – The Gestetner Machine

4. Communication flow

5. 1988 – The Fax Machine

6. Communication flow

7. 1991 – The mobile phone

8. Communication flow

9. 1995 – The annual report

10. Communication flow

11. 1998 – The web

12. Communication flow

13. 2005 – The website

14. Communication flow

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. Communication flow

17. 2010 – Social media

18. No flow - just explosion!

19. 2013, what’s changed?
Buyer
behaviour!

20. 97%
• Will
consult
a
website
before
they
decide
to
buy
anything

21. 70%
• They
will
be
70%
of
the
way
through
the
buying
process
before
a
company
ever
hears
from
them

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. 100%
• Will
go
to
your
website
before
making
the
final
decision
to
buy
from
you

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. Question:
• How
good
is
your
website
or
your
client’s
website
in
helping
someone
through
the
buying
process
before
they
speak
with
you?

26. 2013 – It’s tipped!

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. 30 second litmus test…

29. Three simple questions…
1. Where
am
I?
2. What
can
I
do
here?
3. Why
would
I
do
it?

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. How do I fix these things on a website?

32. Different process

33. Quick story…

34. Challenge?
• No
value
proposi*on/differen*a*on
• No
conversion
points
• No
context
• No
focus
• No
logical
buyer
process

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. 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

39. results

40. 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.

41. 15 Must-Have’s for the Savvy Website
Owner
www.marke*ngcopilot.com/webpresence-­‐checklist
marie@marke*ngcopilot.com