Transcript
WEBVTT
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Are you struggling to come up with
original content weekend and week out? Start
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a podcast, interview your ideal clients, let them talk about what they care
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about most and never run out of
content ideas again. Learn more at sweet
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fish Mediacom. You're listening to be
tob growth, a daily podcast for B
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00:00:23.820 --> 00:00:28.100
TOB leaders. We've interviewed names you've
probably heard before, like Gary Vannerd truck
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and Simon Senek, but you've probably
never heard from the majority of our guests.
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That's because the bulk of our interviews
aren't with professional speakers and authors.
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Most of our guests are in the
trenches leading sales and marketing teams. They're
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implementing strategy, they're experimenting with tactics, they're building the fastest growing BB companies
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in the world. My name is
James Carberry. I'm the founder of sweet
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fish media, a podcast agency for
BB brands, and I'm also one of
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the cohosts of the show. When
we're not interviewing sales and marketing leaders,
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you'll hear stories from behind the scenes
of our own business. Will share the
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ups and downs of our journey as
we attempt to take over the world.
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Just getting well, maybe let's get
into the show. Welcome to another episode
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of the B Tob Website series here
on bb growth, where we discussed practical
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and actionable topics to meet you wherever
you are in your website journey. My
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name is Eric Sharp and I am
the host of this year he's if you
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are returning listener to the series,
welcome back. If this is your first
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episode, thank you for your time. In this episode I'm going to share
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some ideas and how to prevent consumers
from wasting time on your BB website.
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Now, this is every marketers worst
nightmare. Consumers, the people who don't
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buy from you, will find a
way into your website if you're strictly a
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business to business company. Okay,
so these people will also spend time clicking
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around and maybe, depending on the
quality and clarity of your websites, messaging
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even in choir about your product and
service. Ah, what waste, right?
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We've all gotten those inquiries of people
that are just not qualified. I'm
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going to have a movie reference here
and for those that have kids, you
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guys will understand the example here,
but if you've ever seen the animated musical
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seeing, and thanks to my kids, I've watched it, about a hundred
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and sixty three times. These people
would be like buster moon when he chose
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that five star restaurant for lunch with
his Buddy Eddie. For those that have
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seen it remember that scene. He
shows up with an old, rusty bicycle.
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He never orders any food, he
actually brings his own lunchbox and pulls
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out his own sandwich and ultimately wasted
the resources of the waiter and everyone at
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that fine establishment. A spoiler alert, he was tossed out of the restaurant,
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which you probably would assume. Now, unfortunately, you can't toss people
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out of your website or even close
your website stores. But the key to
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this is you can limit that is
the the goal here. You can't again,
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you can't close your website stores and
prevent these people from from getting in,
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clicking around and filling out forms,
but you can do a couple different
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things to to limit this audience,
get people to recognize that your be tob
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and quickly bounce or, you know, put little tactical things in and spread
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them around your site to hopefully send
them packing, because that's what we want.
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So, before I share five ways
of limiting this audience, let's talk
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briefly about why consumer traffic and website
usage is a problem, because maybe some
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of you are listening and thinking why
is this bad? One? You know,
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we're getting traffic, we're looking at
reports. You know why is why
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is traffic bad? Well, I've
explored this topic a lot in the past,
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but not all traffic is good traffic. So let's talk through why this,
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this consumer traffic and website usage has
a negative impact in your overall digital
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marketing efforts. First and foremost,
and I hinted on this already, is
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it will inflate in skeew your website
traffic reports. You know, if you're
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reporting on this on on a monthly
or weekly or Corali or whatever the frequency
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is, you are going to be
looking at skewed data and we all don't
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want that. And another problem that
it has is when you get a lead
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from your site, there can be
that anticipation and sort of that that high
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of getting a new lead, but
then you realize they're not qualified and it's
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a consumer reaching out to you that's
filled out your lead generation form and you
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kind of go in this highs and
lows and you know nobody wants to do
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that. Nobody wants to put a
unqualified lead in front of a salesperson.
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That, of course, is another
negative. It will also create context in
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your our contacts in your crm that
are going to be needing pruning and deleting.
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So you got some sort of data
clean up and some data management overhead
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that you know nobody likes to do. If you're using marketing automation, it
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will start triggering different events and emails
get generated based upon activity and again you're
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sending out messaging to people that don't
care about your product, sirs or it
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will never buy your product or service. And a couple other ones. You
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know your sales teams is going to
waste time and energy. Your sales team
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is going to get disgruntled that marketing
is not bringing qualified leads to the table.
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Anyway, there's there's definitely this is
not a good thing. You want
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to prevent consumers from clicking around your
site, filling out forms and just skewing
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your data across the board. So
what can you do? So here are
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five tips to help prevent again,
we're not going to completely alleviate we can't
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shut your website stores, but we
can prevent consumers from wasting time on your
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beatb website. So here are the
five ways that you can do that.
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Number One, I would say you'd
probably want to scrutinize any sort of add
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to cart functionality in focus on a
more beadybe specific call to action. As
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you know, listener to this show, you're in B tob and you know
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businesses that sell to other businesses typically
have a sophisticated product or service and a
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bebes digital marketing mindset is less about
by now and more about learn more.
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That add a cart functionality kind of
gives or the add a cart by now
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check out. That functionality really resonates
with more of a BTC buying behavior than
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be tob. So when a product
can be purchased at Tenzero, twenty,
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thousand, forty seven, thou nine
hundred dollars with a click of a button,
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it just kind of gives this sense
that maybe there's a consumer fuel to
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your site and it's going to keep
them hanging around a little bit longer.
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So again I would scrutinize if you
have an add the cart functionality. I
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would say start thinking about different ways
of adding in a call to action.
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So this could be request to quote, this could be crust to demo,
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talk to an expert, get product
information. Those are the types of things,
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those are the button labels, those
are the calls to action that you
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really want to be sort of spreading
around your website. Okay, so that's
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number one. Number two, and
this is got a sort of a search
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engine optimization bent to it, is
you want to ensure that your Seo,
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and specifically your Metadata, communicates details
of your BEDB product or service. So
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if you have an SEO friendly website, which we all want, you're going
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to naturally open yourself up to getting
unwanted or organic traffic. What can you
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do to reduce the amount of unqualified
traffic here from consumers? Can you do
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anything? And I think that you
can, when I'm assuming in on is
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your Meta title, in your Meta
description. So I know I'm getting kind
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of technical here when it comes to
Seo, but for those that are following
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the understand what I'm what I'm talking
about. I think this is the key
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to point number two, is you
want to make sure you're really careful with
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the words that you use in your
Meta title, which is again as if
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you search for something in Google and
you see that big blue link in the
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search results page. That's your Meta
title and then the text underneath that big
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blue link in the Google search results
page is your Meta description. Okay,
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so you have control over that for
every page of your website. So what
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you want to do is you want
to use specific verbiage, so, for
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example, product features specifications in your
Meta title and your Meta description to alarm
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these googlers that your website has got
this bedb bent. So hopefully the goal
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and doing that is you want to
deflect them from clicking your link in Google
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and visiting your website. So you're
almost preventing people from even getting to your
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website with some of the key words
that you're putting in your metadata. Right,
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does that make sense? To give
you a very specific example, I
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shared this in a previous episode here
on the BB website series, but our
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client cactus technologies, and they make
industrial grade compact flash. So any sort
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of flash storage really, and this
isn't flash stores that you can buy at
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an incap and best buy right.
This stuff is very high end, it's
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very industrial and they sell large amounts
for it. So they were very concerned
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about generating traffic from a consumer looking
for compact flash cards and so on and
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so forth. So what did we
do to sort of combat that? Well,
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we made sure that we understood cactuses
value proposition, which was all about
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industrial grade reliability, you know,
some of these very specific features like right
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protect and security, locking in,
those things that you typically don't see with
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a consumer product. We injected that
into the METADATA. So when someone searches
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for a compact flash and if CACTUS
HAPPENED TO FIT that search, they're going
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to see the person googling is going
to see some of those key words right,
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the right protect, the security,
the industrial grade, and hopefully they
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think to themselves, okay, this
is not where I go to buy a
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compact Flash Card for for twenty dollars. Now, this isn't bulletproof. People
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are you know. I'm sure you've
Google something and you quickly search on the
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search results and you go to the
site and then you go back to the
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search results and you kind of click
around till you find something. But again,
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this is something small that you can
do that hopefully helps out a little
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bit across the board. Okay,
so that's number two. Number three is
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a less technical. So those are
listening that are that are not as technical
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I think you're appreciate this one.
But you want to nail your value proposition
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on your home page. Gosh,
I have talked about value proposition so much
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over the last decade and it's something
that I've really explored and thought long and
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hard about. But really, this
point number three, nailing your value proposition
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on your home page, is getting
people, getting consumers to say this to
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the to themselves. This company definitely
can't help me. If you've articulated your
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value proposition on your home page and
hopefully everywhere on your site, you want
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these consumers to be saying this in
their mind once they arrive on your site.
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Gosh, this company is definitely not
what I'm looking for. Yes,
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your bounce rate's going to be high. They're going to go back to the
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search results page, they're going to
try to find a different website. But
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that's what you want. You don't
want these people hanging around skewing your data,
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filling out forms and so forth.
So the clear that you can articulate
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your value proposition on your home page
and every page of your website, the
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better that you'll do. Is First
Turning these people away, and that is
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for sure a good thing. So
that's number three. Number four is and
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this gets a little tricky, because
some some companies don't like to reveal pricing
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information on their product or service.
But this is tricky. I know,
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I know this tactic makes a lot
of baby company scorn, but you want
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to reveal product and service pricing.
So, going back to my cactus technologies
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client, you know, if they
put pricing on their hey minimum order of
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five hundred units each and they may
be listed there their range of pricing,
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that's going to turn away the consumer
right that's visiting looking for a fifty dollar
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compact flash card. You know this
is this is something that you really need
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to kind of debate the politics on
and discuss the potential sales ramifications within your
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organization. This is definitely not a
one size fits all, but if you
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can educate the people visiting your website
and if those people are consumers and you
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show pricing, then you're going to
send them packing very, very quickly because
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again, typically in a BB space
you've got a product or service that's got
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a long buying cycle, it's got
a high dollar amount. Again, this
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is gets a little tricky. There
are some politics. Some people don't like
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to reveal pricing information until a demo
is required or a demo is facilitated,
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and there's all sorts of strategies and
tactics that back up why you shouldn't do
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it. But, you know,
I really think that this could be something
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that could turn away consumer traffic and
that's really the goal here of this episode.
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In my point is you could implement
a pricing guideline. You could talk
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through, you know, if you're
a service space company, you could say,
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Hey, our minimum level of engagement
starts at, you know, Twentyzero
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or something like that. In your
case studies, which we talked about case
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studies in the previous episode, you
could work pricing in parallel with case studies
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if that feels a little bit more
comfortable for you. But the key to
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this is to reveal product and service
pricing and hopefully that turns these consumers away
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and finding finding another web site where
they can waste their time on. All
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right, so number five, and
this is the last one, is have
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a clearly articulated point of view in
your thought leadership and then sprinkle it everywhere.
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Your Bebe Focus. Content should pop
flares for consumer audiences on every single
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page when you're when you're creating a
piece of content, you want to be
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setting the alarms everywhere for consumers to
indicate that, hey, we focus specifically
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on servicing bedb clients. Right,
and the more that you speak into that
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with your thought leadership, your blog
post, your white papers, your articles,
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and then, you know, you're
sprinkling that content throughout every page of
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your site. These consumers are going
to whatever page that they enter your website
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in, they're going to see links
to this thought leadership and this thought leadership
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is going to be very niche and
very specific, and the hope is that,
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Gosh, the this is what this
company is thinking about and discussing internally
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and this is the type of content
that they're putting out, I don't know
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if they're going to be a good
fit for us right, and that's what
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we want right. We want to
kind of create that curiosity and we want
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them to sort of stop what they're
doing in evaluate if they're on the right
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website. That's number five again,
just to kind of go through this really
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quickly. Again, the five ways
to prevent, again, not a completely
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alleviate but prevent consumers from wasting time
on your website. was scrutinized the add
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a cart functionality. Number two,
ensure your Seo's, specifically your Metadata,
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communicates details of your BEDB product or
service. Number three is nail your value
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proposition, especially on your home page. Number four, reveal some product or
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service pricing. Number Five, have
a clearly articulated point of view in your
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thought leadership and sprinkle it everywhere.
So again, remember this is about prevention.
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It's not about completely alleviating. You
can't close your websites doors. So
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that puts another rap to another BB
websites episode here on bedb growth. Hopefully
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you've found this valuable. If you
have any questions or further thoughts, I
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love talking websites, so please don't
hesitate to reach out to me on Linkedin.
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I can also be found on the
one to ten podcast, where I
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host and talk to people in and
around bedb tech companies about how they grew
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from one million to ten million in
revenue and beyond. Thank you again for
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00:15:28.669 --> 00:15:33.750
your time. Talk to you next
time. We totally get it. We
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publish a ton of content on this
podcast and it can be a lot to
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00:15:37.620 --> 00:15:41.700
keep up with. That's why we've
started the BEDB growth big three. A
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no fluff email that boils down our
three biggest takeaways from an entire week of
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episodes. Sign up today at Sweet
Phish Mediacom Big Three. That sweet fish
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