#1NLab14: Redefining Your Style
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B2B businesses are grounded in their personal approach to marketing - the same should translate in web communication. See what One North Strategist Josh Amer has to say on the matter in his presentation, Redefining Your Style: What Kind of Digital Communicator Are You? From the 2014 Experience Lab: Reimagine Marketing. To watch a video of this presentation, visit http://bit.ly/1rdd5He.
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#1NLab14: Redefining Your Style
- 1. REDEFINING YOUR STYLE What Kind of Digital Communicator Are You?
- 3. FIRST, THE BAD NEWS…
- 4. People visit your website!!
- 5. NEXT, THE REALLY BAD NEWS…
- 6. Sometimes, they read the content!!
- 8. IT COULD ALL BE SO EASY…
- 9. Find the Reason for Site Traffic: A. Desire to swipe through carousels B. Love for scrolling C. Handsome bio photos D. Passion for corporate website designs E. Content
- 10. Maybe make content better and more relevant?
- 11. BUT HOW?
- 12. What Is Good Content? Good content is clear, useful, and friendly. It helps you work toward your goals and speaks directly to your readers. - Nicely Said: Writing for the web with style and purpose
- 13. EVERY INTERACTION IS A CONVERSATION
- 15. The Problem
- 16. Sometimes Websites are Bad Communicators • They forget things • They talk about themselves too much • They dominate the conversation • They interrupt • They don’t listen
- 17. Let’s make it better!
- 18. Three Step Program Be a better communicator in three easy steps: 1. Identify your communicator type(s) 2. Align your business and your communication style 3. Take action
- 19. STEP 1: IDENTIFY
- 20. Four Types of Communicators
- 21. Four Types of Communicators Promoters Lecturers Storytellers Conversationalists
- 22. We Need More Conversationalists!
- 23. Two Types of Communication Promoters Lecturers Storytellers Conversationalists
- 24. THE WEB IS A TWO WAY TOOL
- 28. Personal Business. Personal Communication.
- 29. Personal Beyond In-Person • Clients’ expectations for personal communications don’t stop when a meeting stops • All aspects of your business should support your personal nature
- 30. Relationship-Based Websites Relationship-based businesses should have websites that: • provide something unique for the unique needs of its visitors • listen and learn from the actions of visitors • provide personal experiences
- 31. The Buts…
- 32. We Can’t Do It. • It’s hard • It’s creepy • No one signs up • No one will use it
- 33. You Can Do It. • It’s hard Let the CMS do the work • It’s creepy It’s not 1999 • No one signs up No one has to • No one will use it Zero effort
- 34. STEP 3: APPLY
- 36. Five Personal Experiences • The just for you • The single question • The observe and respond • The traveler • The human
- 37. The Just For You Create a custom page for a prospect or client that includes links to key content that meets the needs of that individual.
- 39. Introductory Content Featured, really important content More good stuff Content Manager Glasses
- 40. Client Glasses Noise Content Noise
- 42. The Single Question Ask one identifying question and use the answer to personalize the visitor’s experience through the rest of your site.
- 44. The Observe and Respond Using an advanced CMS, you can score content. When people visit enough scored content, start to personalize what they see.
- 45. The Traveler Your audience does not stand still. Take the idea of personal communication and conversations to the places they hang out (hint: LinkedIn or Twitter). Don’t use these as another broadcast channel. They are made for conversation.
- 47. The Human Delivering personal content is great, but don’t forget about the text. Make your text a little more human.
- 50. By Robots. For Robots.
- 51. SUBMIT
- 53. Clear and useful v. vague and useless Click here! Learn more about modifying tone and voice To learn more about modifying tone and voice please click here
- 54. Forensic Accountants combine their accounting knowledge with investigative skills in various litigation support and investigative accounting settings. Forensic Accountants are employed by public accounting firms’ forensic accounting divisions; by consulting firms specializing in risk consulting and forensic accounting services; or by lawyers, law enforcement agencies, insurance companies, government organizations or financial institutions.
- 56. Executing The Human • Read your text aloud • Explain things in natural language (like you were discussing them in person) • Practice empathy
- 57. You Can Do It! Create a personal experience: • Make something special for someone • Ask questions and serve tailored content • Get really fancy and use implicit personalization • Get out into the wide world (web) and have a conversation • Write like a human
- 58. Thanks!