blog

We live in an economy where the currencies of attention and network often need to be spent before the currency of cold hard cash comes in. In other words, the marketplace has redefined value and realigned the engagement chain.

Whether you’re a Fortune 100 or a Fortune 100,000, your product, service and brand is competing in an attention economy where business executives and end-consumers alike are making decisions where to spend their attention.

So, the question for your website becomes “How does this thing help us engage the right attention?”.

Evolving a website into a tool that drives your Key Performance Indicators – namely  leads and sales — is not so much about technology as it is behaviors, initiative and tactics. Clients and consumers are seeking their own information. They have and demand access. They are doing their own research, getting smarter on industries, best practices, potential partners/vendors and creating shortlists based on what they find and hear. Their time is valuable – RFPs no longer go out to 50, but five.

Your website and the experience you create won’t replace your service/product/actual engagement. However, it can work to position your organization, integrate you into a client or partner’s consumption stream, allow them to get smart before either party spends time and money on a meeting or collateral, and in the end, puts you on the shortlist where digital choice meets the street.

Of particular utility:

• Blog – A current blog serves multiple purposes. The existence of one, used correctly, shows activity. It can humanize a company, allow for interactions (through comments) and indicates a position in the flat communication environment. Content here, while it should be voiced consistently, need not go through the rigors of brand-speak.
• White Papers – While budgets are contracting, value and competency still wins. Developing white papers and making them available indicates thought leadership, active contribution to industry, and the creation of competitive intelligence. They are a differentiator.
• Tailored Contact Forms – Ditch the “mailto:” link and get away from a generic ‘Contact Us’ forms. If someone is going to voluntarily reach out to you, seize the opportunity and gather some specific information from them. What is your situation? Why are you interested in working with us? This begins your contact with the lead on a personal level – it’s about them – and also creates a warmer lead for whoever follows up from your end.
• Industry News – You’re not the only one doing what you’re doing, and they know that. Help them with their research and be tagged as the facilitator of their education by providing news on your industry. This shows a commitment to your craft, an understanding of the engagement chain and an active organization.
• Company News – Canned content developed by your marketing or PR group is great, but what have you done for anyone lately? Are you growing? Working on cool projects? Participating in industry conferences? Contributing to the community? Innovating? Company news shows a commitment to progress and desire to keep stakeholders up-to-date on what you’re doing.
• Account System – An account system – an online collaborative space for your clients/prospects – takes things a step further. Create accounts and post unique information for potential clients and partners. Customize the interface with their logo and centralize information for a pitch, RFP or diligence process. An account is created after initial contact, but can make a sales process much more individual and targeted. It gives buyers their own access to you.

All of these only matter if you commit the time needed to create and sustain each piece. Once deployed, if any of the options become stale, they will negatively impact digital presence and translate to your core brand and offerings.

An educated buyer dictates engagement and has more access than ever before. A value transaction must begin immediately as your targets assemble profiles and self-educate – removing a portion of your previous contact with them. Unique and personalized contact, valuable information and active outreach are the new norm in web presence. Without them, clients quickly step over your digital print piece on the internet sidewalk and look for the next option to compete for their business.

Originally published in Volume 6 Issue 12 of The Pursuit Group’s Newsletter