Web-Strategy? Tell visitors what’s in it for them.

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One-on-One Interview with Pete Brand
Owner and Co-founder, Mindscape

Pete Brand is co-leading Mindscape, a West Michigan-based interactive agency specializing in Web-based applications, Internet marketing strategies and user-friendly design. Employing their distinct „Mindshare Process,“ the Mindscape team has helped hundreds of clients achieve exponential increases in Web traffic, drive online revenue and build consumer loyalty.

The Strategy Web interviewed Pete to get his view on the challenge to set up the right web strategy for their business.

Q: What is the benefit of connecting web-strategy to business strategy?
Pete Brand It is critical to develop your web strategy to be congruent with your business strategy so you can use it as a mechanism to help reach your business strategy goals. If you have an area of focus within your company strategy which you hope to grow and increase awareness, the Internet is the most effective and efficient way to create that awareness. Conversely, if you have an area where you are looking to decrease focus and your web strategy doesn’t take that into consideration, you could gain business you can’t support.

Q: Why is it necessary to analyze the business strategy first (client focus)?
Pete Brand When you take a deep look at your business strategy and take the time to identify how your offerings help your online audience solve the problems they are turning to the Internet to solve, you will find a very clear, efficient way to communicate the benefits you have available for your clients and potential clients. Too many companies spend the majority of their efforts telling the story of their products and company instead of focusing on the problems their prospective clients are looking to solve. It is very important to remember: Your visitors don’t care about you, your company or your products. They only care about what’s in it for them. Tell them!

Q: How does the „Mindshare Process“ work for companies?
Pete Brand The “Mindshare Process” allows companies to clearly identify the outcome they would like to achieve online, the specific “buyer personas” they are trying to reach, their competitor’s online strategies, and the exact terms their potential buyers are typing in to identify the solution they provide and how often they are search for those problems. Essentially once they have gone through this process their strategy is created based on factual information and not on “guess work” which is what happens with 99% of the companies we meet with. The results are staggering!

Q: What does your „Mindshare Process“ mean in terms of web-strategy?
Pete Brand When a company goes through the “Mindshare Process” the data that is uncovered and the analysis process we follow allows us to develop a web strategy that caters specifically to the buyers a company is trying to reach. We are able to identify EXACTLY what those buyers are looking for and by determining the commercial intent of the keywords they are searching with, we can reach them at the EXACT moment they are looking to buy. Based on that I would say the “Mindshare Process” helps a company develop a web strategy which will directly impact their level of increased revenue.

Q: Can you guarantee any benefit for companies that are working with the „Mindshare Process“?
Pete Brand We can ABSOLUTELY guarantee a strong benefit for companies that work through the “Mindshare Process.” In fact, every company who has gone through the “Mindshare Process” has seen significant increases in revenue. For example we had one company’s online revenue go from $4,000,000 annually to over $22,000,000 in just over 18 months.

Q: What have you learned are the 3 biggest mistakes in web-strategy?
Pete Brand The first and biggest mistake we find with companies is having NO web strategy. It seems as though a large percentage of companies realize they need a web presence and simply throw together a website and turn it live.

The second biggest mistake that rivals NO web strategy is the messaging on their website. The days of one way communication have ended. Internet users simply aren’t interested in what a company wants them to know. They only care about what is important to them. Web strategy needs to be focused on the benefits to the visitor. If it isn’t, they won’t be back.

The third biggest mistake is having a website with tactics but none of them tied to an overall web strategy. We find this a lot with companies. Don’t get me wrong, having tactics integrated in your web presence that help you reach your overall Internet initiative are good, but when they aren’t tied to an overall web strategy I would say they are only about 25% as effective as they could be.

Thank you for the interview and your time, Pete!

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9 Kommentare zu "Web-Strategy? Tell visitors what’s in it for them."

  1. Jim am 23.01.2009 15:27 

    Great insights into web strategy. Is the Mindshare Process available publicly? I am interested in learning more, and of course very interested in increasing online profits for my business.

  2. Rob Guida am 23.01.2009 15:53 

    Great interview! I’m very impressed with Mindscape’s approach to webdesign. We have struggled with our web marketing for years. Spent more money and received the same results. The feedback Pete Brand has provided here has shed light on some of our problems. Is this an expensive solution???

  3. Denise am 23.01.2009 16:43 

    Interesting ideas. I would love to find a way to get more people to my website and blog (http://libzig.wordpress.com).

    Mr. Brand, is there a way I can do this for myself?

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  5. Rebecca K am 23.01.2009 19:58 

    Very interesting information. In working with clients to develop nice looking sites and based on what we think is best – I’ve always felt like something was missing. That their has to be way to uncover more real data, get detailed keywords that visitors actually use, that type of thing. Reading this Q&A hit on what is missing in the majority of websites developed. Mr. Brand and his team have developed what seems an incredible process and as I read through their website, it makes total sense. We’d never buy media for a client in a vacuum, without looking at the audience and ROI opportunities. Why do we do it for websites? Great interview. Thank you for this information!

  6. Martin Meyer-Gossner am 24.01.2009 23:48 

    Reading the above comments, I think we should have a conversation about commission, Mr. Brand. Hope these people are really getting in touch with you…

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