Date post: | 12-Jan-2015 |
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Marketing |
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1© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
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1© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
What the Feds Want from Your Website
How to give them the right information, the right way!
2© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
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2© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
Buyer Personas
To paraphrase Adele Revella, founder of Buyer Persona Institute, a buyer persona is defined as…
“A detailed profile of an example buyer that represents the real audience – the buyer that you hope to persuade to buy your products, services or solution.”
3© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
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3© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
Buyer Personas
Before you build a website/blog or “do social”… – Who are your customers?– What do they care about? – What are they really buying?
Hint: people who purchase a car… aren’t usually buying the “car”.
4© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
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4© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
Buyer Personas
Who are we talking about? And, don’t say “anyone who…”
5© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
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5© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
Buyer Personas
First, consider actual data for your customers…
– Demographics– Their value, in money, reach and return business– How they prefer to interact with you…
– Phone– Email– Website– Mobile– Social
6© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
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6© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
Buyer Personas
• Who are they?• What do they do?• Why should they care
about your organization?• Where are they and
where do they find you?• How do you convert them
into a client?
7© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
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7© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
Buyer Personas
Your Players…• Give them a bio• Write their story• Define their needs• Map their content• Post this!
8© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
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8© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
Mapping Content
Types of ContentEducational Content• Blogs• Videos• Podcasts
Curated Content• RSS Feeds• Social Marketing• Guest Posts
Conversion Content• Product Overviews• Email Newsletters• Landing Pages
9© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
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9© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
Educational Content
Your target audience needs your help!
They don’t know what you know!• Write how-to posts
• Top 10 Lists
• Instructional video and podcasts
• Your expert knowledge in their language
10© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
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10© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
Curated Content
You are not the only resource!
Share other’s useful content!• Gather content via email, alerts & RSS
• Share that content on social channels
• Open up guest posting on your blog
• Do an email newsletter
11© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
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11© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
Conversion Content
You still need to sell!
How can you use content to convert?• “Give away” eBooks, Whitepapers
• Instructional content with call to action
• Content makes the sale,
explain the benefits
12© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
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12© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
Content and the Feds
The Feds need the same info from everyone… don’t hide it!
• Core Competencies• Past Performance• Differentiators• Company Data• Government Tab• Show them you know Feds• Give them Fed specific info
13© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
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13© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
Content and the Feds
Tying it all together…Plan your content, don’t letit control you
• List your goals• List their goals• Define your site priorities
14© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
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14© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
Content and the Feds
This content doesn’t have to exist on an island… Use your other content to back it up!
Core Competencies
• List your services• Include blog feed related to services• Include newsletter signup
Past Performance
• Include case studies• White papers on performance reviews• “Lessons learned” blog posts
Differentiators
• White papers• Case studies
Company Data
• Key personnel content• Company specifics
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15© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
Content and the Feds
Now, plan your attack!Map the user experience…
• Develop a site map• Define conversion goals• Merge the two• Combine content with
conversion goals.• Always include a CTA!
16© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
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16© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
The Right Kind of Marketing
And I’ll leave you with a quote…I asked Ann Handley, author of Content Rules,what the most important takeaway from her book was…
“Be relentlessly customer-focused and not corporate-focused.
Ask yourself…
‘What marketing will my customer THANK me for?’”
17© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
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17© 2013 The Government Contracting Institute | www.GovernmentContractingInstitute.com | 443-543-5067
Questions?
Suggested resources:
www.woodstreet.com
www.marketingprofs.com
www.contentmarketinginstitute.com
www.zeromomentoftruth.com
www.mediapost.com
www.heidicohen.com
Contact me:
www.woodstreet.com
@woodstreetweb
@jonmikelbailey
Facebook.com/woodstreetweb
301.668.5006 x101
Read these two books… Content Rules! And Optimize!