Quick… name your most effective salesperson. Nope, it’s not your high-performing outside rep who’s made quota for the past five years. Guess again…
It’s your customers.
Your sales and marketing teams can talk about your products and value propositions until they’re blue in the face, but a company’s spokespeople talking about themselves will always lack a certain amount of credibility. A customer, however, is an independent organization that has chosen you over your competitors, and carries genuine credibility and legitimacy. Their word-of-mouth endorsement can easily land a sale. How can you capitalize on this loyal group of enthusiastic supporters? By asking them to participate in a case study or success story. There are benefits for everyone:
For your company – you can promote big name customers and add instant recognition via case studies, success stories, YouTube videos, and press releases
For your customers – gives them a great opportunity to co-brand with your company. In addition, references and links to their website will help increase their organic search results.
For your salespeople – provides fantastic sales tools to further build your company’s customer base
For your future customers – takes the guesswork out of purchasing and enables them to confidently make a decision based on the results of current customers
But you don’t have to take my word for it… you can read my success stories and see what I mean. Don’t blow your own horn, let your customers do it for you. Toot toot.
We all have our favorite websites. But what actually makes a website great? Here are my criteria – I’d love to hear your ideas as well:
Visual appeal. The web can act as the great equalizer. Small companies can look big and legitimate with a quality website. Conversely, large companies that have lousy websites can appear distracted and amateur. There’s no substitute for giving a good first impression.
Powerful messages that speak to your customer’s needs. Nobody likes a long-winded talker. Unless you have an information-based website (like Amazon, which provides full reviews of products, etc.), resist the temptation of generating massive amounts of information, especially on the home page. Keep it short, sharp, and targeted, with a predefined objective (see “Lily pad” marketing for more information on objective-based marketing strategies).
Success stories. Providing case studies of your accomplishments have several benefits. You can demonstrate how effectively your company works with customers, provide concrete examples of success using metrics, share experiences with prominent customers to gain legitimacy and credibility, and strengthen the persuasion process through the use of similar customers in similar industries.
Social Networking. Whether it’s a blog (like this WordPress blog), Facebook, Linkedin, Twitter, or social bookmarking, you cannot deny the impact of social networking on today’s marketing strategies. Customers now have an expectation of two-way communication, and social networking facilitates symbiotic connections between a company and its audience.
Logical lead generation paths. It’s frustrating when you have to bounce all over a website to find what you want. A well-designed site understands its target audience and develops well-defined, clearly stated communication paths with the proper Calls To Action (CTA). Typical CTAs are filling out a form, downloading a white paper, signing up for a webinar, contacting a salesperson, and purchasing a product through your ecommerce function.
Just the right amount of “wow” for your audience. Know they audience. If your products and services cater to accountants, don’t use bells and whistles that you’d use for, say, a teenage gamer audience. It’ll just turn them off and make them think you don’t understand them. I bet those accountants would love a virtual Dilbert experience, or a flash-based GAAP search tool.
Web 2.0 look and feel. This means many things to many people. To me, Web 2.0 means dimensional or reflective graphics, modest use of Flash, “push button” navigation (like the simplicity of Redbox’s navigation), and the use of negative (white) space to add airiness.
What do you think? Are there other characteristics that are important for creating a great website?