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Imbibe live 2011 your website needs you!

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Tips to ensure that your website adds value to your business

Tips to ensure that your website adds value to your business

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  • 1. Your website needs you!Tips to ensure that your website adds value to your business Tuesday, 5 July 2011
  • 2. Introductions
  • 3. Who is Obergine?Full service digital marketing agency.We create online and mobile solutions that add valueto our clients and their customers.Clients include:  Concha y Toro  Cono Sur Vineyards & Winery  Oxford University Press  University of Reading
  • 4. About the presenterJeremy AndersonDigital directorJeremy is a founding partner of Obergine and isresponsible for client services and digital strategy.With over 15 years as a digital marketingprofessional, Jeremy has expertise in: Web design Content management & e-commerce Mobile sites & apps Digital & social media marketing Web & data analytics
  • 5. Planning a successful website
  • 6. Target audience insight Who is your target audience? What are their goals? What motivates them? Are they skilled internet users? What do they want to achieve by visiting the site? What information do they need from the site?Create personas in order to profile them… Personas describes the goals, skills, attitudes, motivations and environment of a specific user group. Examples include “fine wine lovers”, “weekend party animals” and “discount vultures”
  • 7. Solid strategyReachMake it easy for your target audience to find yourbusiness and engage with you onlineConvert Reach ConvertWhen people visit your website – recognise that theyare looking for an answer to a need and the website must facilitate this quickly and easily RetainRetainEmpathise with your customers and respond to theirneeds to ensure that long term satisfyingrelationships are formed
  • 8. What are the tactical areas do you need to consider?
  • 9. Comprehensive tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engineoptimisation (SEO) Social media Social media Social mediaoptimisation (SMO) optimisation (SMO) optimisation (SMO)
  • 10. Goals Goal tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engineoptimisation (SEO) Social media Social media Social mediaoptimisation (SMO) optimisation (SMO) optimisation (SMO)
  • 11. Goal fundamentals Goal tacticsYour website needs to achieve business goals such as bookings, sales and data collection
  • 12. People want information quickly Goal tactics No visible contact details No visible opening hours No visible location information No call-to-actions for goals Only link gets lost at the bottom No web analytics Performance against core strategies Reach Convert Retain N/A O O
  • 13. Build an email marketing database Goal tactics Incentivised email sign-up form Capture gender and DOB Too many mandatory fields No privacy policy Contact info & opening times Third party reviews Performance against core strategies Reach Convert Retain N/A
  • 14. ContentContent tactics tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engineoptimisation (SEO) Social media Social media Social mediaoptimisation (SMO) optimisation (SMO) optimisation (SMO)
  • 15. ContentContent fundamentals tactics The best content is relevant, clear and useful and available in different media formats
  • 16. ContentKeep content current tactics Menu available as PDF Menu not available as HTML Content is out-of-date Event content not promoted Photography is good &relevant Informative & friendly content Performance against core strategies Reach Convert Retain
  • 17. ContentShow off your venue and products tactics Stunning photography Photos lack content relevancy Menus can not be printed Excellent use of video Content is fresh and useful Reviews prominent Performance against core strategies Reach Convert Retain P P
  • 18. UsabilityUsability tactics tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engineoptimisation (SEO) Social media Social media Social mediaoptimisation (SMO) optimisation (SMO) optimisation (SMO)
  • 19. UsabilityUsability fundamentals tactics Make it easy for visitors navigate thewebsite, locate the information they need and perform the tasks required
  • 20. UsabilityManage user expectations tactics Clear navigation interaction Breadcrumbs trail Verbose link hover text Clear call-to-actions Clear error prevention Embedded Google map Performance against core strategies Reach Convert Retain N/A P
  • 21. UsabilityMake it easy for your users tactics Navigation interaction not clear No breadcrumbs trail Call-to-actions ambiguous Error prevention not clear No link hover text Performance against core strategies Reach Convert Retain N/A O O
  • 22. BrandingBranding tactics tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engineoptimisation (SEO) Social media Social media Social mediaoptimisation (SMO) optimisation (SMO) optimisation (SMO)
  • 23. BrandingBranding fundamentals tacticsYour website needs a recognisable design with the content to invoke an emotional response that reinforces the brand identity
  • 24. BrandingCustomers as brand fans tactics Consistent and deep branding Happy people photography Friendly and fun tone of voice Social media branding aligned Communication consistency Tab/bookmark favicon present Performance against core strategies Reach Convert Retain N/A P
  • 25. BrandingBranding needs consistency tactics Limited branding on site Venue photography is tiny Food photography is absent Brand / message mismatch Twitter branding inconsistent Performance against core strategies Reach Convert Retain N/A O O
  • 26. SEO tactics SEO tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engineoptimisation (SEO) Social media Social media Social mediaoptimisation (SMO) optimisation (SMO) optimisation (SMO)
  • 27. SEO fundamentals SEO tactics Build your site for easy indexingKeep your content fresh and relevantMaximise diversity and volume of quality backlinks
  • 28. Why is SEO important? SEO tactics Over 85% of prospective customers use the internet to find what they are looking for Seven out of ten users click a search result within the first page of results Only 8% of users venture beyond the third page of search results A good ranking on a major search engine can make the difference between commercial success and failure
  • 29. SEO top tips SEO tactics1. Search engine results are ads 6. Quality backlink diversity2. Be consistent and relevant 7. Outbound links matter3. Localise your content 8. Be social4. Link text must work out-of-context 9. Get listed locally5. Keep your content fresh 10. Make sure your site is fast
  • 30. Social media optimisation tactics SMO tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engineoptimisation (SEO) Social media Social media Social mediaoptimisation (SMO) optimisation (SMO) optimisation (SMO)
  • 31. Social media fundamentals SMO tacticsBe active in social media, push and pullcontent to/from social media channels andencourage user generated content
  • 32. Be active, friendly and genuine SMO tactics Social media promoted on site Branded Facebook & Twitter To enter on FB – need to “like” Twitter & Facebook integrated Fun, relaxed & regular dialogue Can not share content from site Performance against core strategies Reach Convert Retain
  • 33. Takeaways
  • 34. Goal tactics Review your website goals and ask yourself if there are missed opportunities for the website to help your business Display contact information prominently on all website pages Ensure that opening times and address details with Google map links are present on all pages Measure website performance and user interactions – Google Analytics is highly effective and a great free tool Capture email addresses for email marketing at every data capture touchpoint Include a privacy policy on website that explains clearly what data is captured by the website, who it is used and how the user can be removed from any marketing database Make call-to-actions for purchases, bookings and contact requests clearly visible across the website
  • 35. Content tactics Use photography and video to promote your venues and products Align page content with photography used Ensure that content can be printed, downloaded as a PDF and also available online Include third party reviews and customer testimonials Promote new and updated content and remove old content as soon as it lacks relevancy Spell check and proof read your content before publication Create content for your target audiences eg., “conferences”, “Christmas parties” and “families” Cross-sell content across the site
  • 36. Usability tactics Navigation controls should use different colours and styles indicate when selected or activated For sites that include sub-pages, always have a breadcrumbs trail All call-to-actions (secondary, primary and tertiary) should use clear language and styling Utilise link descriptions to provide tool tips that aid the user journey and set user expectations On data capture forms, ensure that mandatory fields are clearly indicated and that any field that fails error validation is highlighted When linking to external sites and/or PDF files ensure that they launch in a new browser window Use imagery (eg., embedded maps on contact pages) to help provide context and clarity to content On large sites provide a site wide free text search
  • 37. Branding tactics Implement your brand so that it reflects the credibility and reputation of your business Your website design should consider fonts, styles and colour palletes holistically and should not be limited to the logo Your social media channel branding needs to reflect your website design and branding Brand both your 404 “missing page” and browser tab/bookmark favicons Use the same tone of voice for your website copy as you do for social media channel communications Use photography that shows off your venue, food and drinks in situ ie., with real customers Be grateful and reward your customers for their custom with offers and initiatives that encourage repeat visits
  • 38. Search engine optimisation tactics Google listings are ads - all your pages need unique page titles and descriptions with the page description expanding upon and substantiating the page title Relevancy - our page title and primary page header need to be tightly aligned and use the same keywords Link text - ensure that all your internal links are verbose and make sense out of-context Quality backlink diversity - get your restaurant, bar and hotel reviewed on a range of blogs and review sites with backlinks to your site Outbound links - be generous with your links and link out to other sites within your content Content freshness - create content on a regular basis that people will find useful, discuss and link to Social signals - engage with people on social media channels and publish links to your content there Get local – register with Google Places, Bing for Business and Yahoo Local and include local keywords in your content Speed matters – make sure your site loads quickly
  • 39. Social media optimisation tactics (1 of 2) Start with Twitter then Facebook – you don’t have to do everything at once Brand your social media channels Use social media to engage with those influential in your industry eg., hospitality industry bloggers Be active! Engage with people every day Integrate Twitter feeds on to your website Provide content sharing facilities on your website to allow people to share content via email and social media If you have a blog – allow this to be syndicated via RSS and encourage people to comment upon your posts
  • 40. Social media optimisation tactics (2 of 2) Be generous - give back to those who interact and share your content Create Facebook pages and not groups Youre human - communicate like one and do not hide behind a brand name Include shortened links (ie., http://bit.ly) whenever you can in your posts on Facebook and Twitter Link your Twitter, Facebook and LinkedIn social media channels - one tweet can then get published in 3 places if you have integrated a Twitter feed on your website! Claim your vanity URL (ie., web address) such as www.facebook.com/obergine by getting 25 followers ASAP – ask your friends, families, colleagues and staff!
  • 41. Any questions?
  • 42. Thank youIf you wish to discuss your digital or print marketing activities with Obergine, please contact ususing the details below. Jeremy Anderson Obergine Mob: +44 (0)7718 781189 The Jam Factory Tel: +44 (0)1865 245777 27 Park End Street Email: info@obergine.com Oxford OX1 1HU Web: http://www.obergine.com United Kingdom Twitter: http://twitter.com/obergine Facebook: http://facebook.com/obergine.agency