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Don't Overlook Your Website, Part 2 · Seriously Don’t Do That™

• 0:00
  Unknown: Thank you.
• 0:27
  Speaker 00: Welcome back to the Seriously Don't Do That podcast.
• 0:30
  Speaker 00: I'm your host, Dan Griffith, president of Grow With Dan.
• 0:33
  Speaker 00: And tonight we're going to be talking about part two of our series, Don't Overlook Your Website.
• 0:41
  Speaker 00: In part one, we talked a little bit about the general idea around what you need to do with your website.
• 0:48
  Speaker 00: And tonight we're going to get a little deeper into that and talk more about things like customer journey.
• 0:55
  Speaker 00: Well, good evening, David.
• 0:58
  Speaker 01: Good evening.
• 1:02
  Speaker 01: So like you mentioned last time, we talked about the why and what.
• 1:06
  Speaker 01: Explain the how.
• 1:10
  Speaker 00: How we use something oftentimes informs a lot of the tactics of the way we set it up.
• 1:16
  Speaker 00: And I think that's true with your website.
• 1:18
  Speaker 00: I like the strategy of driving to and through your website.
• 1:25
  Speaker 00: So really using all of your marketing to push people to the website.
• 1:31
  Speaker 00: Because in today's world, it's very common for people to gather their information and sometimes even purchase, depending on what your product is, there on the website.
• 1:44
  Speaker 00: It's also very important to align with what I like to call your customer's journey, meaning that a customer or when they first start a prospect is going to go through a journey as they go from basically being aware of a potential problem, pain, challenge to the point where they actually buy something.
• 2:12
  Unknown: The journey sounds...
• 2:15
  Speaker 01: That journey sounds complex.
• 2:18
  Speaker 01: Yeah, and I think...
• 2:19
  Speaker 00: Can you explain that?
• 2:19
  Speaker 00: I'll explain it from my perspective, but I'm certainly not...
• 2:22
  Speaker 00: The way I look at it is not exclusive or the only right way.
• 2:28
  Speaker 00: I mean, depending on what your product is, it could differ greatly.
• 2:31
  Speaker 00: I'm realizing that I spent a majority of my career in more enterprise sales, enterprise software sales specifically.
• 2:40
  Speaker 00: It's going to be a little different than somebody that's...
• 2:43
  Speaker 00: maybe selling a product or maybe even selling an inexpensive SaaS-type solution to consumers.
• 2:53
  Speaker 00: But a persona goes through a definite cycle when they buy something, just like you do.
• 3:00
  Speaker 00: First would be awareness, and that just comes with general knowledge about a need that they have to meet or a pain that to try to solve or a problem to overcome.
• 3:15
  Speaker 00: The second thing is after awareness is saying, okay, I'm aware that there's something there is interest, meaning that, okay, I now know a little bit more about this need, I've defined it a little bit more, and I'm really starting to think about how I can solve it, which is when you move to the consideration stage.
• 3:35
  Speaker 00: Meaning that your persona is now starting to look at potential solutions to meet their pain or solve their problem.
• 3:42
  Speaker 00: And then evaluation.
• 3:44
  Speaker 00: They've decided on your solution.
• 3:46
  Speaker 00: Now they want to evaluate it against maybe a preset of criteria or evaluate it against something that the industry has provided.
• 3:57
  Speaker 00: And then there's procurement.
• 3:59
  Speaker 00: meaning the persona has made an intellectual decision.
• 4:02
  Speaker 00: I like to say they're sold, but now they need to make a financial investment, which is actually the money exchanging hands and buying.
• 4:10
  Speaker 00: And then last, but certainly not least, is retention and upsell, meaning that we want to retain them as a customer, and then we also want to sell them more of whatever we have.
• 4:22
  Speaker 00: And your role there is justifying continual and additional investment.
• 4:33
  Speaker 01: So can you give me an example of what type of stuff you need on your website to
• 4:38
  Speaker 00: align the steps of the customer journey?
• 4:39
  Speaker 00: Yeah, and again, it's going to differ based on your product.
• 4:43
  Speaker 00: David, this was something I spent a lot of time just thinking about to try to be general in because for each company it's going to differ, but I'm going to take a whack at it.
• 4:53
  Speaker 00: I would encourage those of you that want more information on that, feel free to reach out to me.
• 4:58
  Speaker 00: I'd be glad to have a conversation with you.
• 5:00
  Speaker 00: But under awareness, you want to pick a topic.
• 5:02
  Speaker 00: that's germane to the problem, pain, or challenge you solve.
• 5:06
  Speaker 00: I've seen this and I've set this up sometimes as a separate, what I would call neutral site that has a lot of information on either an industry or a pain or a problem.
• 5:18
  Speaker 00: And it allows people to opt in to learn more.
• 5:22
  Speaker 00: So that's awareness.
• 5:24
  Speaker 00: The second is interest.
• 5:25
  Speaker 00: Content with something like five things everybody needs to know about X.
• 5:30
  Speaker 00: Consideration, content that says something like, how can my company solve your X challenge, your X pain?
• 5:42
  Speaker 00: Evaluation, certainly short demos here, short videos with competitive differentiators, sometimes trials, sometimes webinars that do that.
• 5:55
  Speaker 00: In procurement, ROI documents, so return on investment, how can you pay for this and prove out your investment.
• 6:02
  Speaker 00: And then finally, retention and upsell, case studies on how customers are using and expanding.
• 6:08
  Speaker 00: I know that a lot of people are going to be surprised to hear about case studies at that point because most of the time case studies are used in awareness.
• 6:18
  Speaker 00: My contention is that Case studies really help reinforce and they help people to understand maybe potentially new use cases.
• 6:28
  Speaker 00: So David, a lot of content in these two series on don't overlook your website.
• 6:36
  Speaker 00: There's probably a lot more.
• 6:37
  Speaker 00: That's why I provide my information down in the comments and certainly you can reach out to me if you have specific questions.
• 6:44
  Speaker 00: Maybe what we'll do on an upcoming episode is do answer questions that come in from our audience.
• 6:51
  Speaker 00: But until then, I want to encourage our audience to be well and grow.
• 6:55
  Speaker 00: This week, we're going to have a bonus episode of the Seriously Don't Do That podcast.
• 7:01
  Speaker 00: David has put together a lot of fun outtakes from our season, and I'll cover a bonus topic that will be of special interest to founders.