It’s priceless, a goal worthy of the struggle… and it’s surely not easy.
Building a web culture and instilling the “web mindset” in the team is crucial to solid growth.
This is why “WebMindSet” is the blog title.
Each day I do something web-related and occasionally hold education sessions for our team.
Following is an example of an email I just sent to the group that keeps the web at the forefront. Keep reading for a breakdown of the key factors in this message, as well as the crucial “invitation to action” missed by so many.
Hold on… this is a primo example of a webmindset tool!
“Just this morning, the following search terms have directed traffic to us (each is the exact search term entered by the searcher):
boq raised floor (which led to a page referencing boq and FreeAxez raised flooring)
wicanders cork floor alexandria va
carpet remnants dc
amtico spacia leed
mr dustless wood floor virginia
patcraft style “opening lines”
These are just a few of hundreds/thousands each day that sometimes turn into business and as you can see, some are quite specific.
We can skew our web presence to encourage more or less of a certain type of “hit” as in the example of “carpet remnants dc” (dc was added to make it more geographically-specific) or “boq” being included online (BOQ is an acronym for Base Officers Quarters… thanks Peter).
Any product or market segment on your mind that could use a web traffic boost and potentially generate a call/email/visit? Reply with it and we’ll make it happen!”
Do you see the things that make this an effective “mindset transformer”?
1 - Frequency.
This gets done ALL THE TIME (a one-shot deal is never effective and only frustrates the author).
Ever hear someone say “I tried that once and it didn’t work”?
That really jabs my giblets.
2 – Get specific and bring it home.
It’s vital to reference products and services across the spectrum of what we do.
We have four divisions – Retail, Commercial, Government and Wholesale to the trade.
If the WIIFM (What’s In It For Me) doesn’t come through, I won’t get the attention. And believe me, I want it (and, humbly, deserve it because we do very well online).
3 - Get specific-er. (My journalism school profs would kill me for that one.)
Show very specific examples of actual searches… this is important… that actually worked to bring traffic.
Soon to come is a complete “search to email, email to estimate, estimate to sale” trail that shows the win and I’ve got many examples of this.
4 - End with an invitation to action.
How can someone walk through a door if it’s not open?
And, if you don’t ask, you can bet you’re not going to get anything.
One of my favorite quotes is “timid sales people have skinny children” and it’s heard often around our place.
In this case, I’m selling to my own team and I want their web mindset to grow in maturity.
Try it out, then keep trying and email me your story!
You didn’t think I’d forget to end with an invitation of my own, did you?!
All the best,
Chris Moline, LEED AP