Tom KraMer wrote me, “This was the best webinar I have attended in a long time. The info was given over a short, 30 minute period, it was thick, relevant, actionable content, delivered clearly. The final 30 minutes for Q&A was enlightening and voluntary.”
He was talking about this webinar with WireBuzz CEO Todd Hartley. I’ve admired his work for some time and it was a treat to collaborate with him on this presentation. I’ll probably make the video ‘required viewing’ for clients who want to work with me on a new website.
In short, I encourage you to invest the time. Click here for his slides.
If we work together, here’s what I’ll probably say.
- What video can we put on your homepage?
To be fair, this site doesn’t have a homepage video and I know it could use a makeover. I have them on MDG and the beautifully redesigned 10x Conference sites.I’ll spare you figures and statistics except this one from Todd. “Viewers retain 95% of a watched message versus 10% of a read message.”
Video’s where it’s at. You know it and I know it. Ignore it at your peril.
- 82% of your visitors don’t want to talk with you.
Not until they’re ready to buy something. So give them answers to all the questions they’ll likely have without making them fill out a form. More on that in an upcoming Journey. - Beam me up. I tell clients, “My job is to create a virtual you.”
No one can outsell you for your product or service; for example, when you have my full attention at your trade show booth.
You’ll never be available 24/7. My job is helping you deliver an experience as close to “You, 24/7” as possible.
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Ready on demand.
Todd: “Write this down. Use this for every project, every device, every campaign. Because of the content marketing revolution, today’s buyers expect every business to provide them with an on-demand experience.”Give them live chat. Make it easy to find the information they seek – even about your competitors, if your management is bold enough to support you.
Look, we’re going to research your competition anyhow. I can leave your site to do it or you can do some of the comparative homework for me. Not only will I appreciate it, it conveys you’re not afraid of the comparison.
I expect you won’t do it. Tell me if otherwise.
- Multiple landing pages.
If you serve multiple audiences, each deserves a dedicated page. Don’t send everyone to the homepage and make them search for relevancy. - Too many notes. This was Journey #8, along with this delightful scene.
The point: Don’t worry about video length or text length. Use precisely as many seconds and words as are required. No more, no less.
Understand where your visitor is in their buying decision. I want detail to avoid buyer’s remorse. A photo and headline are enough for me when I’m just browsing.
- Video triggers.
Are you ready to do something exceptionally clever?Todd (and I) host videos on Wistia – instead of YouTube – and here’s why. He triggers a notification to a salesperson when someone watches 80 percent of a video. Todd discusses this at the 18:45 mark.
- Other talking points. We also discussed:
- Why most subscribers will ignore our advice
- Is it creepy to call a customer after she completes an online activity
- How webinar participants rated their own sites
- What goes into making a “good video”
- How to send a playable video inside a “regular email”
- And more. Go watch the thing already! ????
When is it time to update your medical device website?
If you’re wondering, “should I update my medical device website,” the answer is probably yes.
I’ve done five or six major Medical Marcom homepage revisions. I wrote about them – including the very embarrassing one – and my lessons learned here.
Do you know how often Medtronic has updated their site?
No, neither do I, but I had some fun on the Wayback Machine and found these gems for your entertainment.
Click to enlarge the images.
And some thought starters.
My 2012 video is surprisingly still relevant for kicking off a redesign project.
There’s also some good, still relevant stuff in the 2014 follow up. You know, if you have nothing to do but hang out with Joe Hage today.
Slides and transcript on this MedicalDevicesGroup.net page.
Fast Round
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You can be doing a lot more with your company’s LinkedIn page. Like Drift does. Looks like a great place to work, yes?
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Is Native Advertising still a thing? What’s native advertising in the first place? Asked and answered on Brandon Anderson’s site.
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Unmitigated Joy. The Westminster Chorus placed first last week at the International Barbershop Harmony Society Competition. (My Northwest Sound chorus came in 12th with the best scores in our 30+ year history.)
Here. Enjoy Westminster’s almost-perfect performance.
Thank you for joining me on The Journey.
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P.S. If you don’t subscribe to my weekly Medical Devices Group message, you might consider it. Recent pieces on getting a job, an MDR trick you need to jump on immediately, and vaccinations resonated with the Group.
