November 16, 2021 • 7 mins
In general, most times, how you use something informs how you set it up. Therefore, you should strive to drive people to and through your website. It is also very important to align with your customer’s journey as they go from being aware of a potential problem/pain/challenge to the point where they buy something.
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Episode Transcript
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Unknown (00:00):
Thank you.
Speaker 00 (00:27):
Welcome back to the Seriously Don't Do That podcast.
I'm your host, Dan Griffith,president of Grow With Dan.
And tonight we're going to betalking about part two of our
series, Don't Overlook YourWebsite.
In part one, we talked a littlebit about the general idea
around what you need to do withyour website.
(00:48):
And tonight we're going to geta little deeper into that and
talk more about things likecustomer journey.
Well, good evening, David.
Speaker 01 (00:58):
Good evening.
So like you mentioned lasttime, we talked about the why
and what.
Explain the how.
Speaker 00 (01:10):
How we use something oftentimes informs a lot of the
tactics of the way we set itup.
And I think that's true withyour website.
I like the strategy of drivingto and through your website.
So really using all of yourmarketing to push people to the
(01:31):
website.
Because in today's world, it'svery common for people to gather
their information and sometimeseven purchase, depending on
what your product is, there onthe website.
It's also very important toalign with what I like to call
your customer's journey, meaningthat a customer or when they
(01:54):
first start a prospect is goingto go through a journey as they
go from basically being aware ofa potential problem, pain,
challenge to the point wherethey actually buy something.
Unknown (02:12):
The journey sounds...
Speaker 01 (02:15):
That journey sounds complex.
Yeah, and I think...
Speaker 00 (02:19):
Can you explain that?
I'll explain it from myperspective, but I'm certainly
not...
The way I look at it is notexclusive or the only right way.
I mean, depending on what yourproduct is, it could differ
greatly.
I'm realizing that I spent amajority of my career in more
enterprise sales, enterprisesoftware sales specifically.
(02:40):
It's going to be a littledifferent than somebody
that's...
maybe selling a product ormaybe even selling an
inexpensive SaaS-type solutionto consumers.
But a persona goes through adefinite cycle when they buy
something, just like you do.
First would be awareness, andthat just comes with general
(03:04):
knowledge about a need that theyhave to meet or a pain that to
try to solve or a problem toovercome.
The second thing is afterawareness is saying, okay, I'm
aware that there's somethingthere is interest, meaning that,
okay, I now know a little bitmore about this need, I've
(03:25):
defined it a little bit more,and I'm really starting to think
about how I can solve it, whichis when you move to the
consideration stage.
Meaning that your persona isnow starting to look at
potential solutions to meettheir pain or solve their
problem.
And then evaluation.
They've decided on yoursolution.
(03:46):
Now they want to evaluate itagainst maybe a preset of
criteria or evaluate it againstsomething that the industry has
provided.
And then there's procurement.
meaning the persona has made anintellectual decision.
I like to say they're sold, butnow they need to make a
financial investment, which isactually the money exchanging
(04:09):
hands and buying.
And then last, but certainlynot least, is retention and
upsell, meaning that we want toretain them as a customer, and
then we also want to sell themmore of whatever we have.
And your role there isjustifying continual and
additional investment.
Speaker 01 (04:33):
So can you give me an example of what type of stuff
you need on your website to
Speaker 00 (04:38):
align the steps of the customer journey?
Yeah, and again, it's going todiffer based on your product.
David, this was something Ispent a lot of time just
thinking about to try to begeneral in because for each
company it's going to differ,but I'm going to take a whack at
it.
I would encourage those of youthat want more information on
that, feel free to reach out tome.
I'd be glad to have aconversation with you.
(05:00):
But under awareness, you wantto pick a topic.
that's germane to the problem,pain, or challenge you solve.
I've seen this and I've setthis up sometimes as a separate,
what I would call neutral sitethat has a lot of information on
either an industry or a pain ora problem.
And it allows people to opt into learn more.
(05:22):
So that's awareness.
The second is interest.
Content with something likefive things everybody needs to
know about X.
Consideration, content thatsays something like, how can my
company solve your X challenge,your X pain?
Evaluation, certainly shortdemos here, short videos with
(05:49):
competitive differentiators,sometimes trials, sometimes
webinars that do that.
In procurement, ROI documents,so return on investment, how can
you pay for this and prove outyour investment.
And then finally, retention andupsell, case studies on how
customers are using andexpanding.
I know that a lot of people aregoing to be surprised to hear
(06:12):
about case studies at that pointbecause most of the time case
studies are used in awareness.
My contention is that Casestudies really help reinforce
and they help people tounderstand maybe potentially new
use cases.
So David, a lot of content inthese two series on don't
(06:35):
overlook your website.
There's probably a lot more.
That's why I provide myinformation down in the comments
and certainly you can reach outto me if you have specific
questions.
Maybe what we'll do on anupcoming episode is do answer
questions that come in from ouraudience.
But until then, I want toencourage our audience to be
well and grow.
This week, we're going to havea bonus episode of the Seriously
(07:00):
Don't Do That podcast.
David has put together a lot offun outtakes from our season,
and I'll cover a bonus topicthat will be of special interest
to founders.
Thank you.
Speaker 00 (00:27):
Welcome back to the Seriously Don't Do That podcast.
I'm your host, Dan Griffith,president of Grow With Dan.
And tonight we're going to betalking about part two of our
series, Don't Overlook YourWebsite.
In part one, we talked a littlebit about the general idea
around what you need to do withyour website.
(00:48):
And tonight we're going to geta little deeper into that and
talk more about things likecustomer journey.
Well, good evening, David.
Speaker 01 (00:58):
Good evening.
So like you mentioned lasttime, we talked about the why
and what.
Explain the how.
Speaker 00 (01:10):
How we use something oftentimes informs a lot of the
tactics of the way we set itup.
And I think that's true withyour website.
I like the strategy of drivingto and through your website.
So really using all of yourmarketing to push people to the
(01:31):
website.
Because in today's world, it'svery common for people to gather
their information and sometimeseven purchase, depending on
what your product is, there onthe website.
It's also very important toalign with what I like to call
your customer's journey, meaningthat a customer or when they
(01:54):
first start a prospect is goingto go through a journey as they
go from basically being aware ofa potential problem, pain,
challenge to the point wherethey actually buy something.
Unknown (02:12):
The journey sounds...
Speaker 01 (02:15):
That journey sounds complex.
Yeah, and I think...
Speaker 00 (02:19):
Can you explain that?
I'll explain it from myperspective, but I'm certainly
not...
The way I look at it is notexclusive or the only right way.
I mean, depending on what yourproduct is, it could differ
greatly.
I'm realizing that I spent amajority of my career in more
enterprise sales, enterprisesoftware sales specifically.
(02:40):
It's going to be a littledifferent than somebody
that's...
maybe selling a product ormaybe even selling an
inexpensive SaaS-type solutionto consumers.
But a persona goes through adefinite cycle when they buy
something, just like you do.
First would be awareness, andthat just comes with general
(03:04):
knowledge about a need that theyhave to meet or a pain that to
try to solve or a problem toovercome.
The second thing is afterawareness is saying, okay, I'm
aware that there's somethingthere is interest, meaning that,
okay, I now know a little bitmore about this need, I've
(03:25):
defined it a little bit more,and I'm really starting to think
about how I can solve it, whichis when you move to the
consideration stage.
Meaning that your persona isnow starting to look at
potential solutions to meettheir pain or solve their
problem.
And then evaluation.
They've decided on yoursolution.
(03:46):
Now they want to evaluate itagainst maybe a preset of
criteria or evaluate it againstsomething that the industry has
provided.
And then there's procurement.
meaning the persona has made anintellectual decision.
I like to say they're sold, butnow they need to make a
financial investment, which isactually the money exchanging
(04:09):
hands and buying.
And then last, but certainlynot least, is retention and
upsell, meaning that we want toretain them as a customer, and
then we also want to sell themmore of whatever we have.
And your role there isjustifying continual and
additional investment.
Speaker 01 (04:33):
So can you give me an example of what type of stuff
you need on your website to
Speaker 00 (04:38):
align the steps of the customer journey?
Yeah, and again, it's going todiffer based on your product.
David, this was something Ispent a lot of time just
thinking about to try to begeneral in because for each
company it's going to differ,but I'm going to take a whack at
it.
I would encourage those of youthat want more information on
that, feel free to reach out tome.
I'd be glad to have aconversation with you.
(05:00):
But under awareness, you wantto pick a topic.
that's germane to the problem,pain, or challenge you solve.
I've seen this and I've setthis up sometimes as a separate,
what I would call neutral sitethat has a lot of information on
either an industry or a pain ora problem.
And it allows people to opt into learn more.
(05:22):
So that's awareness.
The second is interest.
Content with something likefive things everybody needs to
know about X.
Consideration, content thatsays something like, how can my
company solve your X challenge,your X pain?
Evaluation, certainly shortdemos here, short videos with
(05:49):
competitive differentiators,sometimes trials, sometimes
webinars that do that.
In procurement, ROI documents,so return on investment, how can
you pay for this and prove outyour investment.
And then finally, retention andupsell, case studies on how
customers are using andexpanding.
I know that a lot of people aregoing to be surprised to hear
(06:12):
about case studies at that pointbecause most of the time case
studies are used in awareness.
My contention is that Casestudies really help reinforce
and they help people tounderstand maybe potentially new
use cases.
So David, a lot of content inthese two series on don't
(06:35):
overlook your website.
There's probably a lot more.
That's why I provide myinformation down in the comments
and certainly you can reach outto me if you have specific
questions.
Maybe what we'll do on anupcoming episode is do answer
questions that come in from ouraudience.
But until then, I want toencourage our audience to be
well and grow.
This week, we're going to havea bonus episode of the Seriously
(07:00):
Don't Do That podcast.
David has put together a lot offun outtakes from our season,
and I'll cover a bonus topicthat will be of special interest
to founders.
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