Content CoPilot Methodology™
A Value Proposition is a precise articulation of why someone should buy something from you versus a competitor or alternative. It is not a description of what you do, nor is it a tagline or positioning statement. It is a statement about value and why they should buy it from you.Many companies struggle with this concept because of their focus on product or service, not on value to the buyer.
A Value Proposition is not determined: it is discovered based on the needs of your customer.
Buyer behaviour has changed. Your prospects want to self-educate and self-serve before they make a decision to call you. You can no longer afford to let your sales team to be the layer between you and explaining your value to a prospect.
A Buyer Map helps you understand what a buyer needs to know, feel and understand about your product or service before they pick up the phone and call you. A Buyer Map helps you understand the content that needs to be part of your web presence, but more importantly, you can identify how to test the buyer steps and use content and other tools as important conversion points in your lead generation strategy.
Once you have the buyer path and the right keyword strategy, you are ready to decide where a visitor needs to go and what you want them to do on your website. Believe it or not, a defined path based on their needs will dramatically improve conversion. But putting up a whole pile of content hoping they click something is not a good approach. Build an interactive wireframe that maps out all of the elements of your website with the right connectors to everything you want in your digital dialogue from social media to email marketing and beyond.
Having a wireframethat defines conversion is the difference between generating leads on your website or not. Below is an example wireframe. If you are hiring a web design company to build you a new website, make sure your work together to create a wireframe before you design or build anything.
Keywords are not just for the technical aspect of your website or Google AdWords. They are the way people think while they are in the buying process. Keywords should be focused words that your potential customer is thinking about before they shortlist options of a way to solve a problem. Keywords are likely the most powerful lead generation tool in your business today. A customer-centric keyword strategy helps you focus the content and navigation of your website to support the buying process and should be a focal point for everything you do online. A Keyword Strategy helps you identify how to connect with people who need your products or services.
Build WordPress Website
Ever wonder why so many companies today use WordPress as their content management system for the web? It’s because Google loves WordPress and immediately understands how to rank a well-optimized WordPress website. WordPress gives you the control you need to make your website part of an ongoing business process to support lead generation and lead nurturing in your business. It’s easy to change, upgrade and add dynamic content to support SEO and SEM strategies.
Create and Publish Content
Everyone forgets that today’s web visitor will only stay on your website for 8 seconds or less if they aren’t immediately drawn to your Value Proposition or a next step on the page that appeals to them. Too often we misunderstand eye-tracking and design elements that can be used on a website to evoke trust and engagement. Design is used to improve conversion and reduce anxiety. How you publish your content is just as important as what your content includes. The visitor to your website or researcher of your product or service won’t spend time on a poorly organized or busy website – they have too many other choices.
Optimize and Integrate
Content is still king and it converts. Content developed from the perspective of your buyer’s business problems will win over product-centric information. How good is the content on your website now? Will it support the buyer path and help your website get found for topics your buyers are searching on? The content in your digital dialogue should be consistent throughout all channels and needs to be developed around customer-centric keywords. A well-organized integrated digital marketing program takes into consideration every place a potential customer may interact with you online.
They won’t always come through the front door (home page) and because of this you have to treat every page on your website as a landing page from which a visitor arrived – such as email, social media, a press release, etc. And thinking through each activity whether it’s using email to push out a blog post or Tweeting an industry paper, has to be considered in terms of visitor experience and steps in the buying process.
Just because you built it doesn’t mean that they’ll come! When you launch a new website, you need to keep creating content so that you will attract visitors to your website whether they are new or returning. Fresh content is what drives traffic. By using a content editorial calendar that maps back to your overall digital marketing and keyword strategies, you can map out a plan for pushing out relevant content to drive engagement with your best customers and prospects.
After 60 days, you should examine the tracking results of your web presence tools and determine if your conversion strategy is working. 60 days with fresh content and socialization is a good time period to know if your value proposition resonates with current and prospective customers and if you have cleared away the friction and made it easy for visitors to do something on your website. After 60 days, evolve your digital marketing strategy, continue to deploy your content and map back your results to the well-established goals identified in your Buyer Map. Your web strategy is a marathon, not a sprint. Keep working on it!
At the end of the 90-day post-launch period, you will have some great data and learnings about your content and new online lead generation process. If you are hitting a home run with your content and you have inquiries flooding into your business, now might be a good time to start automating the tasks associated with continual lead nurturing.
If you are not hitting a home run yet with your lead volume, it’s important to go back and look at content popularity to decide what is working and what is not. It often takes 12 months of data to understand if your content is resonating with your buyer and to find the company “tone of voice that will drive traffic to your website. Stop doing the stuff that is not working and keep doing the stuff that it is. It sounds simple but you need to understand how to view and analyze Google data in order to know what to do next. Don’t be afraid to keep the best and dump the rest!