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Web Strategy Executive Briefing
 

Web Strategy Executive Briefing

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Building your Web Strategy is vital to a successful web campaign. Just remember... content is king.

Building your Web Strategy is vital to a successful web campaign. Just remember... content is king.

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  • HiToday I want to give you all some ideas to take with you and put into action right away10 years ago, everyone was being told that your business has to be on the web. As a result, every company or org represented here has site.These days, having a web strategy of merely being on the web is no longer enough. More needs to be done to get attention of your audience.
  • So, I’m going to cover some areas that you should focus on.As we’re going over these topics, you can think about what’s missing from your strategy. We’ll be covering….Starting with design: In the past, you spent a good chunk of money on signage and marketing literature because that’s how you reached your audience and made a first impression.That responsibility is now on your site’s design and it can make a big difference in that initial opinion.Example: Say you’re hosting a big corporate event and need help. You search for corporate event planners in your area:http://www.sashasouzaevents.com vs (http://www.theeventwizard.com/pages.asp) (http://studioonesb.com/ local)
  • Your visitors are making these same kinds of comparisons all the time. First 2 bulletsShouldn’t just look good, but be easy to use.Low levels of patience, so you want your site to be easy to use and your information easy to find.Ex: Multi-billion dollar commerce site noticed high % of customers who added items to cart weren’t completing transaction.UX expert. Found there was a single link on checkout form that was confusing, so they abandoned the process. $300M
  • Good thing is, web is the great equalizer. You can make a great impression regardless of your size or long you’ve been around.You may be competing against larger, more established corps, but if your site is easy to use you’ll have the advantage
  • So what can you do today to make improvements?Compare to competitors or similar sitesOutsiders give more honest feedback. Talk to your customers.Try something new. Measure before and after.Seasonal traffic or want to test multiple alternatives. A/B.Competition is going to change and evolve, so you need to stay competitive.Ex: We’re currently working with well-known company, international sales, haven’t changed their site’s design in 10 years.
  • Affects so many things that it warrants a lot of thought and attention. Despite this, many companies don’t put much effort into it when the site goes up (maybe pull from some marketing brochures), but they need to because people read different. Needs a different approach than other mediums.
  • F patternFor content sites the attention trails off dramaticallyPeople don’t read, they scan and skimSo knowing this, content needs to be written in a way to fit this type of behavior.
  • “Magical”, “greatest”Lose credibility
  • Bullet pointsBold headerPull quote, effective way to attract attention and get your message across in larger chunks of text.
  • Not featured links or banner ads. The process of improving the volume or quality of traffic to a web site via “natural” or un-paid search results.
  • There are lot of changes you can make to improve. These are a few of the basics and some of the most effective.Search Engines use a variety of factors to compare and rank sites, but the one with the most weight is content of your site.Choose a handful of keywords or phrases to focus on, write your content around these.Not too broad, “food” vs. “South Bend Cupcake Shop”Sites that are authorities on a subject matter. Have knowledgeable and relevant info. Manufacturer that makes water bottles for cyclists? Should have specs about product, but also information about cycling and proper hydration. Non-profit organization focused on raising awareness around the world about blind llamas? Information on your mission, but also warning signs to look for when it comes to llama blindness.Incoming: local business directoriesSeparate design and layout from content
  • There are lot of changes you can make to improve. These are a few of the basics and some of the most effective.Choose a handful of keywords or phrases to focus on, write your content around these.Not too broad, “food” vs. “South Bend Cupcake Shop”Search Engines use a variety of factors to compare and rank sites, but the one with the most weight is content of your site.Sites that are authorities on a subject matter. Have knowledgeable and relevant info. Manufacturer that makes water bottles for cyclists? Should have specs about product, but also information about cycling and proper hydration. Non-profit organization focused on raising awareness around the world about blind cats? Information on your mission, but also warning signs to look for when it comes to cat blindness.Separate design and layout from content
  • 2006 BMW’s German site dropped from Google.
  • How do I know that any of this is making a difference. How do you answer questions like…
  • Gartner projects # of mobile devices will overtake desktop computers as most common way to access the Web worldwide.
  • Provide information based on where they are currently located by leveraging GPS. Restaurants near me. Snap decisions – look up information when they’re about to make a purchasing decision Instead of only being able to reach visitors when they’re sitting at their computer, you can be accessible from anywhere.
  • 3 billion iPhone app downloadsMobile is second version of your site. Commonly found at m.sitename.com or .mobi.
  • Almost a dozen nav items at top, banner, info, multiple form.Organized nicely, but not usable when scaled down to a mobile device.
  • Parse content down to essentialsIdentify what people using mobile web need, eliminate everything else.

Web Strategy Executive Briefing Web Strategy Executive Briefing Presentation Transcript

  • 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)
  • 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
  • Search Engine Optimization (SEO)
    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
  • 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?