Web Strategy Executive Briefing

What’s in it for you?
Web Strategy & Social Media Marketing
Sales
Staffing
IT
Marketing
Operations
Service
Management

Web Strategy and Social Media
Presenter
Mark Meyer
(Pinnacle Operations Manager)
Ryan Clark
(Sr Consultant for Web Development)
Michelle Hillaert
(Social Media Consultant)
Agenda Topic
How do the Web and SM Affect Your Business?
Web Strategy Considerations
Social Media – How to Get Started
So, What’s Your Marketing Strategy?

Web Strategy
Ideas to take your site to the next level
What’s in it for you?
Pinnacle
Ryan Clark
Senior Web Development Consultant

What’s Missing From Your Strategy?
Design & Usability
Content Creation & Management
Improving Search Engine Ranking
Visitor Tracking
Process Improvement
Mobile Users
Social Media

Design & Usability
First Impressions Count
Direct reflection on your business
Opinions formed in as little as 1/20 sec
Visitors have low levels of patience
User frustration costs you sales

Design & Usability
First Impressions Count
Web is the great equalizer
Gain competitive advantage

Design & Usability
What You Can Do
Compare your site to others
Get feedback from the outside
Experiment and measure
Continually improve

Web Site Content
Content is King
Aesthetics form first impression but content keeps them there
Most critical part of your site
People read content differently on the web

Reading Patterns on the Web

Web Site Content – What Works
Guidelines
Concise text
Most important point first, not last
Avoid exaggerated claims
Visually emphasize important text

Web Site Content – Example

Search Engine Optimization (SEO)

What Search Engines Like
Relevant content is king
Keep it fresh
High quality incoming links
Unique page titles
Well designed code; fast site

Things to Avoid
#1 ranking guaranteed
Link farms
Hidden content
Keyword spamming
Flash-only or image heavy sites

Visitor Tracking
The Key to Measuring Results
How large is your audience?
How are visitors finding you?
What interests visitors?
Are other initiatives making an impact?

Visitor Tracking

Visitor Tracking
What You Can Learn

Process Improvement
Put your site to work
Beyond just marketing
Identify bottlenecks / tipping point
How can you process requests or information more effectively?

Process Improvement
Common solutions
Frequently asked questions
Support requests into CRM solution
Dealer/customer portals
Web orders directly into accounting

The Mobile Web

The Mobile Web
A New Frontier
Over 57 million US mobile web users
Leading access method for seeking local information
Exceed desktop users by 2013

The Mobile Web
New Interactions
Location-based
Snap decisions
Extend reach to more locations

The Mobile Web
Approaches
Platform-specific applications
Mobile version of sites

The Mobile Web

Web Strategy
Recap
Review your site’s design & usability
Focus on content
Appeal to search engines
Monitor and analyze
Think beyond marketing

Questions?

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Web Strategy Executive Briefing

by Pinnacle of Indiana on Jun 04, 2010

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Web Strategy Executive Briefing — Presentation Transcript