Herein my ongoing weekly commentary on top marketing challenges being faced by Aria Partners – and what we can collectively do about them.
In this installment, I’d like to present and comment on what you’ve all told us is your 2nd top marketing challenge:
Challenge #2 – Getting your website to sell while you sleep
Most of us have dropped at least $10k ($30k?) on our websites – and they look great – but are they doing the heavy lifting of selling while we sleep?
Based on your survey feedback – clearly not!!!!
I’ve often heard about salespeople who essentially “show up and throw up!” (ie just talk about their products, without understanding customer needs.)
These people are given the nickname “walking brochures.”
Is your website essentially just a “digital brochure?”
Why is this the case?
Most of our websites talk about:
- Our products
- Our services
- Our company
- Our people
- How to contact us
The problem is – when buyers realise they have a problem, and they attack the search engines to understand what the problem is – they actually don’t know what they want to buy!
WEBSITES THAT TALK ABOUT PRODUCTS AND SOLUTIONS WILL NOT ATTRACT THESE BUYERS!
WEBSITES THAT TALK ABOUT SYMPTOMS AND PROBLEMS WILL ATTRACT THESE BUYERS!
I’ve always found this diagram describing the new buyer’s journey helpful:
If you want your website to attract buyers early on their journey – before they get to your competitors’ websites – you need to have quality content on your website (and blog) that talks about symptoms, problems, and how to solve them.
How prevalent are these types of digital brochure websites?
Our marketing partner Carpe Diem Consulting would have us believe that in fact 97% of Australian ICT websites suffer from this malaise!
They’ve written a research report around this – you can download it by clicking on this image:
Carpe Diem also offers a website assessment service – that evaluates your website’s ability to attract and engage buyers EARLY on their journey.
As a SPECIAL OFFER to Aria Partners – the 1st 3 organisations that register to have a website assessment will receive their report, and follow up consultation, at no charge.
Just click here, and the combined Aria and Carpe Diem team will be in touch.
In the next edition, we’ll review Challenge #3 around disruptive insights – and I’ll provide my usual commentary.
We really are all in this together – let’s jointly understand and tackle these challenges – I’m anxious for your feedback on how we here at Aria can help.
To this end – if you’d like a complimentary consultation to come up with a concrete action plan to improve your marketing efforts – just enter your details here.