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3 Frightening Web Strategy Pains That Keep You Up at Night

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Are You Afraid of the Web? …

Are You Afraid of the Web?
Lack of web strategy sending chills down your spine? Is it like walking in the dark and feeling movement in the shadows? Don't let the ghosts in the machine spook you. We'll shine a light on the top three barriers to a successful web strategy:

- Not Having Enough Data to Demonstrate ROI
- Not Knowing How to Improve SEO
- Not Knowing How to Keep Websites From Becoming Outdated

Published in: Technology, Design

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  • 1. Are You Afraid of the Web? 3 Frightening Web Strategy Pains That Keep You Up at Night @Percussion #WebMares
  • 2. What Scares You About Your Website? • • • Not sure how to demonstrate ROI Not sure how to improve SEO Not sure how to keep site from becoming outdated @Percussion #WebMares
  • 3. Frightening Fact: 63% of CMOs say “ROI will be the standard for my performance by 2015” only 44% say “I can measure ROI” (source: McKinsey) @Percussion #WebMares
  • 4. Don’t Get Spooked by Invisible Data Tools to Help You Find Where It’s Hiding Google Analytics Marketing Automation Platforms Google Webmaster Tools Third-party research & white papers • • • • @Percussion #WebMares
  • 5. Frightening Fact: 60-80% of the higher education market does not invest in SEO @Percussion #WebMares
  • 6. If Google Can’t Find Your Site, Will You Languish Alone Forever? Improving Your SEO Keywords are disappearing without a trace Hummingbirds: the harbingers of SEO doom? Don’t fall down the SERP-well • • • @Percussion #WebMares
  • 7. If Google Can’t Find Your Site, Will You Languish Alone Forever? Improving Your SEO Don’t let a black hat cross your path-conversational search will trump keyword stuffing Ward off bad results with structured data Fresh content will attract the right kind of attention Make content shareable to lead traffic back to your lair • • • • @Percussion #WebMares
  • 8. Frightening Fact: 48% of users say that if they arrive on a business site that isn't working well on mobile, they take it as an indication of the business simply not caring. (Source: MarginMedia) @Percussion #WebMares
  • 9. When the Future Gives You the Chills Future-Proofing Your Website Flash sites go up in flames on mobile No rest for the weary: you’ll just have to redesign it again Migrations induce migraines for good reason By the time it’s optimized for iPhones, everyone will be using their iWatches • • • • @Percussion #WebMares
  • 10. When the Future Gives You the Chills Future-Proofing Your Website Content-first approach Don’t customize, optimize Invest in responsive design • • • @Percussion #WebMares
  • 11. Keeping Your Strategy Out of the Darkness • • • Manage content, not the CMS Measure, target, optimize Stay agile to stay alive @Percussion #WebMares
  • 12. We’ll Leave the Light On For You About Percussion Software Agile content management for marketers Reducing friction between content creation and publishing Success coaching and support for customers Tech partners in marketing, personalization, design • • • • Questions? @Percussion #WebMares