In web2.0 – the truly successful companies will be those that can express their opinions, become thought leaders and be acknowledged by their peers. In web talk: loads of visits, retweets, mentions, quotes and links back to the content.
To do this, websites should be easy to navigate, tagged and indexed in a format that regardless of the term that a client types into google, they are in the results they’re after. Your web presence becomes the most effective tool for finding thought leadership, that clients, experts and employees can share with the world. Articles come in easy to share formats. HTML pages, videos, podcast and interactive presentations that can be viewed on a mobile or desktop. Large publications are segmented into more frequent topical updates on issues that matter the most to clients.
User driven topics, drive the shape of the website, and service or product descriptions become short asides to a stream of content, case studies, webinars and scheduled events, laid out in an easy to digest format. The website becomes less brochure, and more online newspaper in both look and feel. Suggested reading both, from the company’s perspective and based on the users browsing history, are offered at the end of each article. The experience is custom, shooing you know what your client is about.
EVERY page has a high value conversion goal. Be that the ultimate, contact us or more involving, subscribe to updates on this topic, or attend the next webinar or event. Communications become PULL based, with these subscriptions to topics. As the client or user, subscribes themselves to specific issues or topics they are interested in. Eliminating the threat of “spamming” clients.
The website, should be as topical as possible. Responsive to clients needs and comments, engaging with them via forums and comments areas. Addressing the various types of buyers involved in a B2B purchase, is an avenue to be explored, so long as in doing so, no mass group of potential clients is alienated. So for larger legislative updates or full product or software descriptions, a C-Suite summary should be included. Managers may be decision makers in the buying process, but let’s give them a deck they can take to “leadership”.
The online marketing team develop a hub, but the role of each consultant, salesperson and employee will be the dissemination and amplification of content posted in this hub. LinkedIn status updates mentioning the latest article you wrote, Twitter posts, Facebook likes, and mentioning in your blog or online presence, will shortly be a given. It’s already so in many sectors.
I may be slightly web centric, but any cold call I have results in google search for that company. If I cannot find mention of their so called thought leader, or cutting edge service, the call is ended.
The Back End
To approach real time marketing, learn, and adapt your web presence to suit.
A WCMS or web content management tool, that allows decentralized, easy to use content creation is a must. Press releases, web pages, and event invites, should all be created by those closest to the market. Web specialists, should be advising on methods and techniques for reaching the required conversion goal. Helping with syndication and the spreading of the content online once posted. Ensuring it is optimised for search, and that you’re paying for ads in the right places to drive qualified traffic to this content.
Once created, click thrus, views, and comparative analysis should be easily available for content creators to learn and improve their online marketing. Creating a database of best practice case studies…
Wow, that would be nice!