Digital Sales Strategy
Microsites, landing
pages and websites…
oh my!
Digital Sales Products
Web Ads
Microsite
Tier II Website
Tier III Website or eCommerce Site
Micro What?!?
What is a Microsite?
What is a Microsite
A website with a
direct URL
Targeted with a
specific purpose
Product promotion
Marketing campaign
Desc...
What is a Microsite?
Goal
Focused or Targeted
• Microsites will detail one specific
product or service but do so with
inte...
Example
Targeted products and content
Never need to leave the site to
convert to a qualified lead
Branding is important
Focus on a...
Existing Microsites
Existing Microsites
Existing Microsites
Selling Microsites
It’s not the end of the World…
Understand your client’s needs
All companies need
at least a basic web
presence…
Even if they don’t
believe they do…
Their customers
expect it.
Problem:
Customers want to see what your business
or products look like.
Problem:
It is difficult to build and maintain a full
website if you are not a large organization.
Product Lifecycle
Enhanced Marketplace Microsite Website
(tier II/tier III)
Up to 3 pages
Home ~ your ad
About us
Contact form
Links to your site
Links to social media
Free hosting
Where does it go?
Microsites are subdomains of the
Paper’s main URL or website
They can also be promoted with web
ads or S...
Where does it go?
Websites
What is a Website?
Basic Website
A centrally managed group of web pages
Contains copy, images and multi-media files
Presen...
What is a Website?
Generally, people look at websites for two
primary reasons:
To find information they need
To complete a...
What is a Website?
Goal(s)
Strive for a design that’s user-friendly
Create a site that targets the appropriate audience
De...
User-Friendly Design
Source: http://www.whitehouse.gov/
Target the Appropriate Audience
Source: https://www.apple.com/
Free-Flowing UI
Source: https://mediatemple.com
That They Pant + What They Need
Source: https://www.mobify.com/
Increase Functionality
Source: http://www.authenticjobs.com/
What’s included?
Microsite
Maximum of 3 pages
Site design based on print ad
Links to client social media accounts or existing
website
Site ...
Tier II Website
3 or more pages
Custom URL – subject to availability
Backend content management system (CMS)
Added flexibi...
Tier III Website
Everything in the Tier II package
Custom back-end CMS
eCommerce tie-ins
Shopping cart
Online payments
Dat...
Portfolio Review
Design and Production
Discovery Document
Customer survey
Important information about the project
• Goals
• Audience
Provid...
Design and Production
Wireframe
Visual guide that
represents the
skeletal framework of
a website
Style Tiles
Content Gathe...
Design and Production
Testing
Browser and device testing
Soft launch
• Final chance for client to review content
Final rev...
Design and Production
Project Management
Design and Development
Production Timeframe
Microsite
• 24 hours or less ~ 2 a day
Website
• Tier II ~ 2-weeks
• Tier III ...
Selling Websites
Tier II Website
Should a business have a website, even if
that business is small and sells products or
services you don't ...
Tier II Website
Businesses should have a presence on
the web so that customers, potential
employees, business partners and...
Tier II Website
Must have a professional-looking site if
you want to be taken seriously
Consumers now search for informati...
Tier II Website
How will you measure the success of your
website?
Success is measured by engagement and
lead generation
So...
Tier II Website
Engagement
Search Engine Optimization (SEO)
HITS – How Idiots Track Success
More realistic indicators:
• U...
Tier II Website
Quarterly analytics review
Total review of site performance every three months
Annual content audit
Evalua...
003 websites
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003 websites

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  • Generally, people look at websites for two primary reasons:To find information they need. This could be anything from a student looking for pictures of frogs for a school project, to finding the latest stock quotes, to getting the address of the nearest Thai restaurant.To complete a task. Visitors may want to buy the latest best-seller, download a software program, or participate in an online discussion about a favorite hobby.
  • redesigned around the time that President Barack Obama took office in November of 2008. The old site focused on delivering information, but it didn’t seem to care how organized the information was or how the site design was incorporated to improve usability. The new site is both user-friendly and beautiful, illustrating how the site design aids usability. Soft gradients and classic architectural-inspired patterns grace the new style, creating a softer, more modern appearance. Information is organized logically and the new navigation helps users find what they need quickly and efficiently. Information is easier to find and read with the spacious layout, which also helps users navigate through the site. Unnecessary items were taken out and all that’s left are the important items for users.
  • a great example of a site with an awesome design that targets the appropriate audience. They showcase a clean minimal userface with soft gradients and large bold images. Typography is important, as Apple shows they put careful thought into headlines, sizes and placement of text. This modern style accurately targets a trendy young technology-focused audience. The site also has a bit of fun and isn’t completely serious, which falls right in step with who their audience is. The design also matches their products, echoing the sleek look, rounded corners, and clean organization. This helps customers feel comfortable on the site, and creates a great cohesive look to all their branding materials.
  • sophisticated and very smooth with dark gradients and a technology-focused appearance. Their easy-to-use top navigation includes illustrations to help users find what they are looking for. The site design is free of clutter and pages are wide and spacious, making it easy to read and navigate. After clicking on introductory pages, bright learn more buttons direct users deeper into the site and eventually lead to their sales pages, which is where Media Temple hopes you’ll land. Users are assisted through the whole process with matching buttons and helpful guides that are easy to follow.
  • clean and modern with a minimalism design and great visual details that aid users surfing their site. The site is targeted toward companies as well as developers and designers wanting mobile-friendly sites. People coming to this site are probably already very web-saavy and hoping to extend the functionality of their own site. The site design is everything that a company selling mobile services needs. The interface is minimal and smooth, with a similar feel to that of a mobile device. The navigation is clean and easy-to-use, giving users what they need on this modern and technology-focused site.
  • does a nice job of incorporating details into the site that increase the usability and functionality. The site could have been more basic and served a similar purpose, but some javascript was added that significantly increased the value of the site and makes it more fun for users. You can change types of jobs and add or delete categories to help filter through their list of jobs with the click of a button, making it easy to find exactly what you’re looking for in less time. These types of details really make a site shine.
  • One of the great things about the internet is that it has leveled the playing field when it comes to competing with the big boys. As mentioned, you have one shot at making a good first impression. With a well-designed site, your little operation can project the image and professionalism of a much larger company. The inverse is also true. I've seen many big company websites that were so badly designed and hard to navigate that they completely lacked professionalism and credibility. Good for you, too bad for them.You also mention that yours is a small operation, but when it comes to benefiting from a website, size does not matter. I don't care if you're a one-man show or a 10,000-employee corporate giant; if you don't have a website, you're losing business to other companies that do.Read more: http://www.entrepreneur.com/article/65204#ixzz2ZFMeMind
  • Businesses should at the very least have a presence on the web so that customers, potential employees, business partners and perhaps even investors can quickly and easily find out more about your business and the products or services you have to offer
  • Businesses should at the very least have a presence on the web so that customers, potential employees, business partners and perhaps even investors can quickly and easily find out more about your business and the products or services you have to offer
  • 003 websites

    1. 1. Digital Sales Strategy Microsites, landing pages and websites… oh my!
    2. 2. Digital Sales Products Web Ads Microsite Tier II Website Tier III Website or eCommerce Site
    3. 3. Micro What?!? What is a Microsite?
    4. 4. What is a Microsite A website with a direct URL Targeted with a specific purpose Product promotion Marketing campaign Describe a service Promote an event
    5. 5. What is a Microsite? Goal Focused or Targeted • Microsites will detail one specific product or service but do so with intense focus so that the visitor has no doubt on where to go next Lead Generation • Visitors never need to leave the site to convert to a qualified lead
    6. 6. Example
    7. 7. Targeted products and content Never need to leave the site to convert to a qualified lead Branding is important Focus on a specific purpose Example
    8. 8. Existing Microsites
    9. 9. Existing Microsites
    10. 10. Existing Microsites
    11. 11. Selling Microsites It’s not the end of the World…
    12. 12. Understand your client’s needs
    13. 13. All companies need at least a basic web presence… Even if they don’t believe they do… Their customers expect it.
    14. 14. Problem: Customers want to see what your business or products look like.
    15. 15. Problem: It is difficult to build and maintain a full website if you are not a large organization.
    16. 16. Product Lifecycle Enhanced Marketplace Microsite Website (tier II/tier III)
    17. 17. Up to 3 pages Home ~ your ad About us Contact form Links to your site Links to social media Free hosting
    18. 18. Where does it go? Microsites are subdomains of the Paper’s main URL or website They can also be promoted with web ads or Service Directory type listings http://www.plainsman.com/my-fancy-microsite
    19. 19. Where does it go?
    20. 20. Websites
    21. 21. What is a Website? Basic Website A centrally managed group of web pages Contains copy, images and multi-media files Presented to users in an aesthetic and accessible way Static vs. Dynamic Microsites are 100% static Websites can be both
    22. 22. What is a Website? Generally, people look at websites for two primary reasons: To find information they need To complete a task
    23. 23. What is a Website? Goal(s) Strive for a design that’s user-friendly Create a site that targets the appropriate audience Design a UI that flows freely, allowing users to navigate easily and find what they need quickly and efficiently Give the client what they want plus what they need Increase the site functionality with additional code Source: hhttp://webdesignledger.com/tips/five-goals-to-strive-for-with-every-site- you-design
    24. 24. User-Friendly Design Source: http://www.whitehouse.gov/
    25. 25. Target the Appropriate Audience Source: https://www.apple.com/
    26. 26. Free-Flowing UI Source: https://mediatemple.com
    27. 27. That They Pant + What They Need Source: https://www.mobify.com/
    28. 28. Increase Functionality Source: http://www.authenticjobs.com/
    29. 29. What’s included?
    30. 30. Microsite Maximum of 3 pages Site design based on print ad Links to client social media accounts or existing website Site URL is a subdomain of your Paper’s website Production: 2 a day
    31. 31. Tier II Website 3 or more pages Custom URL – subject to availability Backend content management system (CMS) Added flexibility in site design and layout Copywriting done by Paper’s staff May involve photo-shoot at Paper’s expense Search engine optimized (SEO) design With analytics Social media account tie-ins Production: 2 a month
    32. 32. Tier III Website Everything in the Tier II package Custom back-end CMS eCommerce tie-ins Shopping cart Online payments Database storage Production: 90 days
    33. 33. Portfolio Review
    34. 34. Design and Production Discovery Document Customer survey Important information about the project • Goals • Audience Provides production staff with critical information Identifies features and technology needed
    35. 35. Design and Production Wireframe Visual guide that represents the skeletal framework of a website Style Tiles Content Gathering Sitemap
    36. 36. Design and Production Testing Browser and device testing Soft launch • Final chance for client to review content Final revisions Limited to content changes only Launch Hello World!
    37. 37. Design and Production Project Management
    38. 38. Design and Development Production Timeframe Microsite • 24 hours or less ~ 2 a day Website • Tier II ~ 2-weeks • Tier III ~ 6-months Application • 3-6 months
    39. 39. Selling Websites
    40. 40. Tier II Website Should a business have a website, even if that business is small and sells products or services you don't think can be sold online? Yes, if you have a business, you should have a website. Period. No question. Without a doubt! Source: http://www.entrepreneur.com/article/65204#ixzz2ZFJw6JJk Q: A:
    41. 41. Tier II Website Businesses should have a presence on the web so that customers, potential employees, business partners and perhaps even investors can quickly and easily find out more about your business and the products or services they offer
    42. 42. Tier II Website Must have a professional-looking site if you want to be taken seriously Consumers now search for information online prior to making a purchase Your site may be the first chance you have at making a good impression
    43. 43. Tier II Website How will you measure the success of your website? Success is measured by engagement and lead generation Source: http://www.entrepreneur.com/article/65204#ixzz2ZFJw6JJk Q: A:
    44. 44. Tier II Website Engagement Search Engine Optimization (SEO) HITS – How Idiots Track Success More realistic indicators: • Unique visits • Bounce rate • Average time on page/site
    45. 45. Tier II Website Quarterly analytics review Total review of site performance every three months Annual content audit Evaluate keyword performance Identify areas of opportunity Review possible changes

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