What is the first priority of YOUR web strategy?
My grandfather once criticised me for saying it was a REALLY hot day… “You’re really good at pointing out the blindingly obvious.”
OK, so maybe on that occasion my comment wasn’t necessary, but I’m going to take a punt and risk the “blindingly obvious” again…
The first priority of your web strategy has to be people. Your website, Facebook page, email campaign, tweets, that’s all important but it’s still secondary. It’s all about your people.
At the beginning it’s about figuring who it is you need to be talking to. What are they like? What positions do they typically hold? How do they operate? David Meerman Scott suggests naming your “buyer personas” first to make them more human, more real, than just a “prospect”. Straight out of John Jantsch’s “Duct Tape Marketing” comes the idea of then vividly describing them.
For the sake of this post let’s call this persona Frank.
Doesn’t sound so people oriented does it? But there are two parts to the “What”.
Firstly: What problems do you solve for Frank? What are Frank’s issues that you can address? What keeps Frank up at night? If you’re not solving his problems, then he probably won’t be interested…
Secondly: What actions would you like Frank to take? Would you like him to sign up to your email newsletter, enquire, buy, follow you on twitter or watch your videos? You need to understand this so you can being to assess the success of your marketing.
And why… Why will Frank take that action? Why will he want your product/service over someone else’s? Why should you be Frank’s first choice? So now it becomes a matter of convincing him. Frank will take that action if he believes that you’ll be able to solve his problem. Here’s a quick list of things that might help persuade Frank that you’re the one:
- Authority – Qualifications, experience, presentations, industry commentary, articles, blog posts, whitepapers, books, forum contributions – in a word – content.
- Guarantees – maybe you can offer a money back guarantee or a response time guarantee or an uptime guarantee.
- Testimonials – written and video. Not doctored, not scripted, not faked. The real deal. Real people saying real things that will help Frank to be convinced.
If you can answer these questions with reasonable clarity then you have the core of your strategy. When it comes time to execute, that’s when you start looking at how best to use your website, your social media, your email marketing.
We’re in the process of putting some tools together that will tie a whole lot of these concepts together into what (we hope!) will be a useful reference for you. Actually we’re going to be conducting web strategy workshop next Tuesday (27th of April). It’s called: “Your web strategy and topping Google”.