• Like
  • Save
25 ways to drive traffic to your website using star appeal
Upcoming SlideShare
Loading in...5
×

25 ways to drive traffic to your website using star appeal

  • 103 views
Uploaded on

 

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
103
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Your Strategic Plan dictates the content elements that bring people to your website. It’s the reason for building your “house of information” in the clouds. Brand – Your conceptual identityMarket Share – The people who must know your identity. Mission – What you aim to do with your identity and the people who know it. Vision – How will your brand evolve? Role - What will your brand do for the world, for individuals, for other organizations? The answers to those questions will help you formulate quality, accessible content
  • Assessment 2.0 really reflects taking stock of your organization’s overall marketing strategy and determining the resources available to enhance the website’s expression of the organizational “brand” using online tactics and tools.
  • Build it and they will come? Not if you don’t know who they are and why they are coming.
  • Understanding who “they” are will now help to understand what will motivate them to visit and spend time at a website. Are they engaged? Why are they online and what are they looking for?
  • Build it and they will come? Not if you don’t know who they are and why they are coming.
  • Pick your tools carefully.
  • Pick your tools carefully.
  • Pick your tools carefully.
  • ESPs or email services providers help to deliver content and direct inbound links as well as any social media platform. Assuming the email gets past SPAM filters, the ability to link directly to a landing page or organizational news update is key. Direct links are important, don’t just link to the HOME Page.
  • ESPs or email services providers help to deliver content and direct inbound links as well as any social media platform. Assuming the email gets past SPAM filters, the ability to link directly to a landing page or organizational news update is key. Direct links are important, don’t just link to the HOME Page.
  • Despite its many uses, QR Code is a plain old matrix code. It is confined to two dimensions, so you can't see a real picture of it. QR Code was manufactured with the intent of decoding it at very high speeds, so the third dimension wasn't deemed necessary. It is also a relatively new code, having been created in 1994, in Japan. That country, by the way, still sees the most prevalent use of QR Code, although much of what QR Code powers is exported to the rest of the world.
  • Interactive social media tool test
  • How do we assess the tool before we use it to bring result? A number of low or no-cost tests are available to test a tool with a target audience. The tests
  • Reviews: Did our website achieve “rock star” status or not?
  • Reviews: Did we become a website star or didn’t we?
  • Reviews: Did we become a website star or didn’t we?
  • Klout score definition - Klout scrapes social network data and creates profiles on individuals and assigns them a "Klout score". Klout currently claims to have built more than 100 million profiles. Klout is not an "opt-in" service, but individuals who register at Klout can ensure that all of their social networks are accessed and therefore evaluated in their Klout scores. Klout also builds profiles of individuals who are connected to those who do register at Klout.Klout scores range from 1 to 100, with higher scores corresponding to a higher assessment by Klout of the breadth and strength of one's online influence. Klout scores are further divided into measures, also ranging from 1 to 100, that Klout calls "True Reach", "Amplification Probability", and "Network Score".True Reach is based on the size of a person's "engaged audience" of followers and friends who actively listen and react to her or his online messages. Amplification Score relates to the likelihood that one's messages will generate actions (retweets, @messages, likes, and comments). Network Score reflects the computed influence value of a person's engaged audience.[citation needed]The accuracy of Klout Score has been questioned several times[4] by different researchers. Klout Score has been used by social media marketers as a barometer of influence.[citation needed]Source: Wikipedia

Transcript

  • 1. 25 Ways to Drive Website Traffic Lisa Bass Communications Manager
  • 2. Website “Star” Method 3. Strategy2. Audience 4. Tools/Tests 1. Assessment 2.0 5. Reviews
  • 3. Assessment 2.0Taking stock of your online environment
  • 4. Strategic Plan MarketBrand Mission Share Vision Role
  • 5. Website Support System Technical Platform Human Capital In-house Team Basic Blog Consultant Enterprise Agency Support WYSIWYG (Drupal/Joomla
  • 6. AudienceWho are they?
  • 7. Audience Research – Surveys , Widgets, Focus Groups Needs – Health Information, Grants, Entertainment, Food, Emotion, Shelter, Family, Community, Transportation, Spiritual, Religious
  • 8. StrategyWhat’s the game plan?Hint: Think content and timing
  • 9. Fresh and engaging content
  • 10. Updates versus timelines
  • 11. Pick your tools carefully…
  • 12. ToolsStratify – Web portals, microsites,sign-up formsGeo-target – QR codes, direct mail,out-of-home visibility
  • 13. ToolsEmail Marketing Service Providers – ESPs Mail ChimpConstant Contact iContact
  • 14. Tools• Social Media• Geo-Location (Four-Square) – Digital Invite Platforms, (Evite) – Facebook, Twitter, LinkedIn, YouTube , Vimeo• Mobile – SMS Text 910-35 “Breaking News: DC Cancer Consortium…”• Kindred URLs and third-party aggregators , such as “Network for Good”• Direct mail – QR codes, Bookmark directions QR “Quick Response” Codes
  • 15. Multiple Choice Pop Quiz• Match the social media tool with the audience a. Pinterest1. Hispanic Women 35-54 b. Twitter2. Women, 18-24 c. Facebook3. Reporters 25 – 45 d. Tumblr4. Teenagers 15-19 e. LinkedIn
  • 16. Tests• Widgets – Surveys, Contests on the website, social media• Email, Newsletters, e-Alerts• Skype Focus Groups• Webinars• Meetings –Conferences• A/B Testing (Text links, bit.ly links, direct mail/landing page, Out-of-Home QR codes)
  • 17. ReviewsHow do you spell website traffic success? -Benchmarking -Website traffic scorecards - The bottom line (evenue)
  • 18. ReviewsHootsuite ProAnalytics Report
  • 19. Reviews
  • 20. Reviews• Analytics – Google, Hootsuite, Postling , BurrelleLuce, MailChimp, Facebook Insights, Vocus, Cision• Blog comments• Bloggers (Klout scores*)• Donors/Donations
  • 21. Internet Marketing: Be Flexible, Realistic• Assess the website and stage of organizational development• Determine the best tools to use for audience, strategy• Use 3-6 tactics to increase website traffic over six months• Determine how you will measure outcomes and continue to build upon your efforts.
  • 22. Resources• The Non-Profit Guide to Internet Marketing. Toolkit by the New York Law Help Consortium, 2011. www.lawhelp.org• Hubspot www.hubspot.com - Offers white papers about driving website traffic.• Hootsuite University www.hootsuite.com. Helps organize and stratify audience messages for various social media platforms (Facebook, LinkedIn, Twitter)• Google Analytics www.google.com/analytics - Google Analytics (GA) is a free service offered by Google that generates detailed statistics about the visitors to a website.
  • 23. Contact• Lisa Bass• Communications Manager• lbass@dccanceranswers.org• www.linkedin.com/in/lisapbass• @DCCancer• (202) 821-1926