Slides from Seminar held May 12, 2011. The full replay, including audio, is available at http://www.instantpresenter.com/PIID=E955DA83814F

1. What
to
consider
when
you
are
considering
a
website
update

2. 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

3. 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.

4. Defini4on
of
Marke4ng
Know
Like
Trust
TRY
Buy
Repeat
Refer

5. 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

6. Strategy
before
tac4cs
(and
your
website
is
part
of
your
tac4cal
elements)
•
Define
your
Marke4ng
Purpose
•
Narrow
your
focus
•
Differen4ate
and
dominate

7. Define
your
Marke4ng
Purpose

8. 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?

9. 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?

10. Narrow
your
focus

11. 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….

12. What
is
ideal?
•
Values you
• Profitable
• Refers

13. Ideal
customer
• Demographics
• Psychographics
• Geographics
• Behavior

14. Differen4ate
and
Dominate

15. 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!

16. Need to Overhaul
Your Website?

17. TODAY’S SCHEDULE
★ Death of the Brochure Website
★ Developing Your Website Strategy
★ What You Should Be Thinking About

21. Need We Say More?!?

22. Developing
Your
Website
Strategy...

24. What Are Your
Opportunities?

29. reading vs. scanning

33. 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

34. We
help
small
businesses
stop
was4ng
money
on
marke4ng
Thank
You
&
Ques;ons
Contact
Us
Leading
Results
Synergema
Web:
www.leadingresults.com
hgp://www.synergema.com
Email:
dkraus@leadingresults.com
bbenneg@synergema.com
Phone:
978-­‐562-­‐4161
484
288-­‐8290
Twiger:
@LeadingResults
@synergema
facebook.com/leadingresults