Tendenci for Business: CMS and Newsletters

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Tips and tricks for increasing revenue through persona development, well-designed CMS pages and pushing through the spam filter maze.

Presented at the Tendenci User Conference 2007 in Houston, TX.

Published in: Business, Technology
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Tendenci for Business: CMS and Newsletters

  1. 1. CMS / Newsletters <ul><li>Using these tools to get MORE BUSINESS </li></ul>Tim Newton and Rodney Sabrsula Presented at Tendenci User Conference 2007 www.tendenci.com/uc2007
  2. 2. What is the goal of your website?
  3. 3. <ul><li>Know the basic rules of a site user </li></ul><ul><li>Know your specific audience </li></ul><ul><li>3.Create CMS pages to talk directly to your audience </li></ul><ul><li>4. Create newsletters that keep your users informed </li></ul>How can you generate more business with your web site?
  4. 4. Knowing your audience begins with knowing the 3 basic rules of a site user
  5. 5. Rule #1 A site user will know within two seconds if they’re in the right spot
  6. 6. Rule #2 They respond if you talk directly to them. Use words that they’re looking for.
  7. 7. Rule #3 They know exactly what they want and they want it NOW!
  8. 8. Now that we’ve covered the basic rules, how do you really get to know YOUR audience?
  9. 9. This begins with a little bit of research Personas help to visualize who you’re talking to through your site. By creating personas, you are deciding what their needs are and anticipating where they would click by creating scenarios that get them to the correct pages to find their answers.
  10. 10. The story of the Leo Diamond as written in the book, “Waiting for your Cat to Bark”
  11. 12. How does this apply to my site? Let’s use Tendenci as an example. http://www.tendenci.com
  12. 13. <ul><li>Find out what your users are interested in </li></ul>
  13. 14. “ Hello I’m Brad. Here is a little bit of info about me.” <ul><li>I Work in the IT department of my company </li></ul><ul><li>I’m 28 years old </li></ul><ul><li>I’m looking for the fastest solution – for my boss </li></ul><ul><li>I’m very computer savvy </li></ul><ul><li>I’ve heard of SEO, but don’t know much about it </li></ul><ul><li>I have a son and a wife </li></ul><ul><li>I need editing capabilities </li></ul>
  14. 15. 2. Capture Brad’s attention immediately
  15. 16. 3. Create hierarchies of what’s most important, second most, third, etc.
  16. 17. 4.Take them from page to page answering their questions
  17. 20. “ I can’t wait to start my new Tendenci site!”
  18. 21. How to use all of this information on YOUR CMS pages
  19. 22. Beware of falling into common mistakes made by numerous web sites.
  20. 23. Common Mistake #1 Talking too much about yourself too early Solution: Start by answering the question: “How can you help ME?” Mistake Solution
  21. 24. Common Mistake #2 Dead End Pages…Nowhere to go. Solution: Links, Links, Links. Give them multiple ways to get to the information Mistake Solution
  22. 25. Common Mistake #3 Using big bodies of text that look like big bodies of text Solution: Break up the content with bold words, links, and images. Mistake Solution
  23. 26. Common Mistake #4 Cluttering your page with too many pretty graphics and clever taglines with no real information Solution: Make sure you’re answering the user’s questions first.
  24. 27. So far we have learned what to do and what not to do, now let’s brush up on how to do it.
  25. 28. Headline: Always fill it in with relevant content. Think – “what would someone type to get to this page.”
  26. 29. Content: Break up paragraphs with links, bold words, and images. Things to remember: 1. No more then three different fonts or sizes 2. What words are the user expecting to see? Make them stand out 3. People are more likely to click on links within content than the nav
  27. 30. Help File: How to use the keyword density analyzer http://www.tendenci.com/en/cms/?191 Tip: use the keyword density analyzer located on every page.
  28. 31. Display Page: This is great for your viewer AND the search engines. Tip: Please keep it /oneword/
  29. 32. Ratings: This is a great way to get feedback from your users. Use this information to write more targeted pages of content.
  30. 33. Comments: This is also a great way to get feedback from your users. At the same time, you are interacting with them.
  31. 34. Create newsletters that keep your users informed
  32. 35. Newsletters: What would YOU like to see in your inbox? <ul><li>Your subject line needs to be relevant and not spammy </li></ul><ul><li>Use plenty of links. </li></ul><ul><li>Make sure the recipient can understand what the newsletter is about quickly </li></ul><ul><li>Bold the words that get the point across </li></ul><ul><li>Watch out for text that can get your newsletter blocked. </li></ul>
  33. 36. Thank you! Tim Newton [email_address] Presented at the Tendenci User Conference 2007 Find all presentations at: www.tendenci.com/uc2007 Schipul - The Web Marketing Company 11757 Katy Freeway, Suite 930 Houston, TX 77079 USA www.schipul.com
  34. 37. SPAM <ul><li>Spam </li></ul><ul><li>Are you getting it? </li></ul>Rodney Sabrsula Presented at Tendenci User Conference 2007 www.tendenci.com/uc2007
  35. 38. <ul><li>Origins of the Word </li></ul><ul><li>Who’s Watching </li></ul><ul><li>The weight of Spam </li></ul>
  36. 39. Origins of the word <ul><li>http://www.youtube.com/watch?v=MYILv7-xfoM </li></ul>
  37. 40. Who’s Watching? <ul><li>ISPs (Internet Service Provider) </li></ul><ul><li>Blacklist Servers </li></ul><ul><li>Firewalls </li></ul><ul><li>Mail servers </li></ul><ul><li>Client Spam Filters </li></ul>
  38. 41. The Weight of Spam <ul><li>Is its content </li></ul><ul><li>Domain </li></ul><ul><li>Subject </li></ul><ul><li>URLs </li></ul><ul><li>HTML </li></ul><ul><li>Words and phrases </li></ul><ul><li>= weight </li></ul>
  39. 42. Domain Has a Rep <ul><li>Your mail server’s domain and your sending domain have a reputation. Email frequencies from domains are monitored for acceptable levels. Those with higher levels are often throttled back or black listed all together. </li></ul>
  40. 43. What’s the subject? <ul><li>Vague, generic and missing subject lines are the marks of spammer. </li></ul><ul><li>Save the marketing terminology for the telemarketers. </li></ul><ul><li>Stand out with something relevant to the content. </li></ul>
  41. 44. Stay on target <ul><li>URL References are often necessary and appreciated. Keep them relevant and at a minimum. </li></ul><ul><li>Are the URLs referenced reputable? </li></ul>
  42. 45. That Looks Great Too bad no one is going to see it <ul><li>HTML elements catch the eye of the spam filters as well as your target audience. </li></ul><ul><li>Are all those colors necessary? </li></ul><ul><li>How many type fonts is too many? </li></ul><ul><li>You may want to rethink those tables, images, etc. </li></ul>
  43. 46. Free Limited Time Offer <ul><li>Not interested? Neither is the spam filter. </li></ul><ul><li>Content is weighted by individual words, repetition, and phrases. </li></ul><ul><li>The phrase above is worse then the words used individually through out the email </li></ul>
  44. 47. Best Practices <ul><li>Know your audience and format your newsletters to their needs </li></ul><ul><li>Use relevant subject lines </li></ul><ul><li>Stay away from spam words and word repetition </li></ul><ul><li>Check the reputation of your sources </li></ul><ul><li>Don’t go overboard using too many colors, fonts, images, tables and links. </li></ul>
  45. 48. Thank you! Rodney Sabrsula [email_address] Presented at the Tendenci User Conference 2007 Find all presentations at: www.tendenci.com/uc2007 Schipul - The Web Marketing Company 11757 Katy Freeway, Suite 930 Houston, TX 77079 USA www.schipul.com

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