B2B businesses are grounded in their personal approach to marketing - the same should translate in web communication. See what One North Strategist Josh Amer has to say on the matter in his presentation, Redefining Your Style: What Kind of Digital Communicator Are You? From the 2014 Experience Lab: Reimagine Marketing. To watch a video of this presentation, visit http://bit.ly/1rdd5He.

1. REDEFINING YOUR
STYLE
What Kind of Digital Communicator
Are You?

2. Josh Amer
@jdamer

3. FIRST, THE BAD NEWS…

4. People visit your
website!!

5. NEXT, THE REALLY
BAD NEWS…

6. Sometimes, they read
the content!!

8. IT COULD ALL BE
SO EASY…

9. Find the Reason for Site Traffic:
A. Desire to swipe through carousels
B. Love for scrolling
C. Handsome bio photos
D. Passion for corporate website designs
E. Content

10. Maybe make content
better and more
relevant?

11. BUT HOW?

12. What Is Good Content?
Good content is clear, useful, and friendly. It
helps you work toward your goals and speaks
directly to your readers.
- Nicely Said: Writing for the web with style and purpose

13. EVERY INTERACTION IS
A CONVERSATION

15. The Problem

16. Sometimes Websites are Bad Communicators
• They forget things
• They talk about themselves too much
• They dominate the conversation
• They interrupt
• They don’t listen

17. Let’s make it better!

18. Three Step Program
Be a better communicator in three easy steps:
1. Identify your communicator type(s)
2. Align your business and your
communication style
3. Take action

19. STEP 1: IDENTIFY

20. Four Types of
Communicators

21. Four Types of Communicators
Promoters
Lecturers
Storytellers
Conversationalists

22. We Need More
Conversationalists!

23. Two Types of Communication
Promoters
Lecturers
Storytellers
Conversationalists

24. THE WEB IS A TWO
WAY TOOL

27. STEP 2: ALIGNMENT

28. Personal Business.
Personal
Communication.

29. Personal Beyond In-Person
• Clients’ expectations for personal
communications don’t stop when a meeting
stops
• All aspects of your business should support
your personal nature

30. Relationship-Based Websites
Relationship-based businesses should have
websites that:
• provide something unique for the unique
needs of its visitors
• listen and learn from the actions of visitors
• provide personal experiences

31. The Buts…

32. We Can’t Do It.
• It’s hard
• It’s creepy
• No one signs up
• No one will use it

33. You Can Do It.
• It’s hard Let the CMS do the work
• It’s creepy It’s not 1999
• No one signs up No one has to
• No one will use it Zero effort

34. STEP 3: APPLY

35. THE PERSONAL
PLAYBOOK

36. Five Personal Experiences
• The just for you
• The single question
• The observe and respond
• The traveler
• The human

37. The Just For You
Create a custom page for a prospect or client
that includes links to key content that meets
the needs of that individual.

39. Introductory Content
Featured, really important content
More good stuff
Content
Manager
Glasses

40. Client
Glasses
Noise
Content
Noise

42. The Single Question
Ask one identifying question and use the
answer to personalize the visitor’s experience
through the rest of your site.

44. The Observe and Respond
Using an advanced CMS, you can score
content. When people visit enough scored
content, start to personalize what they see.

45. The Traveler
Your audience does not stand still. Take the
idea of personal communication and
conversations to the places they hang out
(hint: LinkedIn or Twitter).
Don’t use these as another broadcast channel.
They are made for conversation.

47. The Human
Delivering personal content is great, but don’t
forget about the text. Make your text a little
more human.

50. By Robots. For Robots.

51. SUBMIT

53. Clear and useful v. vague and useless
Click here!
Learn more about
modifying tone
and voice
To learn more
about modifying
tone and voice
please click here

54. Forensic Accountants combine their
accounting knowledge with investigative skills
in various litigation support and investigative
accounting settings. Forensic Accountants
are employed by public accounting firms’
forensic accounting divisions; by consulting
firms specializing in risk consulting and
forensic accounting services; or by lawyers,
law enforcement agencies, insurance
companies, government organizations or
financial institutions.

56. Executing The Human
• Read your text aloud
• Explain things in natural language (like you
were discussing them in person)
• Practice empathy

57. You Can Do It!
Create a personal experience:
• Make something special for someone
• Ask questions and serve tailored content
• Get really fancy and use implicit
personalization
• Get out into the wide world (web) and have
a conversation
• Write like a human

58. Thanks!