PracticeWEB Website Development Workshop

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  • Group discussion:IntroductionsWhoWhereWhatWhat is happeningWhat do you want from today
  • PracticeWEB Website Development Workshop

    1. 1. PracticeWEB – DevelopmentWorkshop<br />With James Scanlan and Paul Morris<br />
    2. 2. Agenda<br />10:00 Registration/Introductions/Agenda <br />10:30 Websites for success<br />11.30 Coffee<br />11:45 Understanding your Landscape<br />12:45 Marketing your practice<br />1:15 Lunch<br />2:00 Marketing your practice continued<br />3:00 Search marketing & social media<br />3.45 Recap<br />4.00 Close <br />
    3. 3. Websites for success<br />
    4. 4. Value – How do you define?<br />
    5. 5. PracticeWEB methodology (Best Practice)<br />Website has to be aligned to the objectives of your business…<br />Focus - Location<br /> - Services<br /> - Sectors<br /> - People / Staff / Personality<br /> - Clients<br /> - Design / Marketing<br />Signposting – the content and functionality that will help achieve<br />the objectives of the business / website<br />
    6. 6. PracticeWEB methodology (Best Practice)<br />Propositions<br />This page is where you’re website sells your service.<br />To increase likely hood of contact keep visitor on-site <br />and interested through relevant content at the right time<br />Triangle Usability Theory<br />Landscape now includes a<br />content recommendation<br />engine as standard<br />
    7. 7. Understanding your Landscape<br />
    8. 8. Best practice content<br />…and what’s it for?<br /> - Business News<br /> - Guides and Calculators<br />Designed to be a resource for both clients and staff and<br />to demonstrate the depth and breadth of expertise and<br />client service.<br />Used intelligently it can lead or support your marketing<br />and / or communication efforts.<br />
    9. 9. Best practice content cont…<br />News<br /> - Updated daily<br /> - Written by our in-house professional journalists<br /> - Forms the basis of the weekly business update sent to all subscribers<br />Newswires<br />- Weekly or monthly, different design and content<br />- Sent on Thursday, best day for recipients to read<br />- Landscape software allows you to track opens and click-throughs<br />
    10. 10. Best practice content cont…<br />Guides and Calculators<br />- Updated throughout the year by our industry experts such as Mark Lloydbottom and Rebecca Bennyworth<br />- 3 core sections<br /> - Business<br /> - Personal<br /> - Tax<br />- 15% “rear facing” or compliance based<br />- 85% forward facing, designed to educate and inform and setup robust sales proposition<br />
    11. 11. Budget report<br />A key time of year to be proactive with your message<br />out to clients and prospects<br />- Written by a special team who start as soon as the Chancellor sits<br />- Live Twitter resource during the speech<br />- First draft of the report is usually live that afternoon, with refinements happening over the next few days<br />- Budget email sent that evening to all subscribers, to be in their Inbox by the morning<br />
    12. 12. Financial planning guide<br />- An area of the content which explicitly tells visitors what your firm can do for them<br />- Great content that can be used to generate interest in your advisory services<br />- Guides include:<br /> - Tax planning<br /> - Exit planning<br /> - Business planning<br /> - Wealth planning<br /> - Retirement planning<br />
    13. 13. How to use the content<br />E-Marketing<br />- Create an email using part of the content with a link back to the full guide<br /> - Send to all clients and / or prospects or use the “user sets” function to create a targeted group<br />- Use the Mailshot Analytics to track opens and click-throughs<br /> - Follow the activity up by phone using internal staff or an external agency<br />
    14. 14. How to use the content cont…<br />Social Media<br />- Create a summary of an area in your own words or copy and paste ours<br /> - Create a post on your blog, forum, Facebook or linkedIn page<br />- Ensure you include a link back to the original article or guide<br />- Create a Tweet and send to followers, include a link shortened using Tiny URL (or other)<br />
    15. 15. How to use the content cont…<br />Printed<br />- Copy into a branded Word or PDF template<br />- Distribute to clients and prospects<br />- Use as part of a new client welcome pack<br />- Take to events as a piece of take-home collateral<br />Press Release<br />- Summarise the guide to the main points and how your firm is expertly positioned to help in this area<br />- Distribute to newspapers, trade publications and online PR websites<br />
    16. 16. Marketing your practice<br />
    17. 17.
    18. 18.
    19. 19. Marketing your practice – Website integration <br /><ul><li>How can you use your website to integrate with your current marketing?
    20. 20. Budget reports
    21. 21. Newsletters
    22. 22. PR
    23. 23. Christmas
    24. 24. Blogs
    25. 25. Social Media
    26. 26. Direct Marketing
    27. 27. Telemarketing
    28. 28. Professional Fee Insurance
    29. 29. Client communications
    30. 30. SEO</li></li></ul><li>Search marketing and social media<br />Search marketing and social media<br />
    31. 31. Search marketing and social media<br />
    32. 32. What is Search Engine Optimisation? <br /><ul><li>Active Practice of improving quality & volume of traffic from search engines
    33. 33. Making content & structure more relevant for key search engine terms</li></li></ul><li>What is the potential?<br /><ul><li>Add credibility to a website due to the editorial nature of search engine results
    34. 34. Reduce non-relevant visits
    35. 35. Create a measurable campaign</li></li></ul><li>What can’t SEO guarantee?<br /><ul><li>That your website will rank at the top for every search engine, for every search phrase
    36. 36. Knock competitors sites off SERPs
    37. 37. Results if implemented as a one-off project</li></li></ul><li>How Search Engines Work<br /><ul><li>Crawling, Indexing, Search Queries, Ranking
    38. 38. Complex software using algorithms to identify & collect information from web pages
    39. 39. Users query an index not the live internet
    40. 40. Results returned by matching search query
    41. 41. The most relevant pages sit at the top</li></li></ul><li>Getting to the top of Google?<br /><ul><li>Relevance
    42. 42. Popularity</li></li></ul><li>Steps to success <br />Marketing your Practice<br /><ul><li>Step 1: Business objectives & Search Goals
    43. 43. Step 2: Keyword research
    44. 44. Step 3: Benchmarking
    45. 45. Step 4: On page optimisation
    46. 46. Step 5: Link Building
    47. 47. Ongoing: Reporting</li></li></ul><li>What you need to be successful <br /><ul><li>Plan for 12 months, set realistic expectations
    48. 48. Plan when & how you will review progress
    49. 49. Ensure that tasks are journalled
    50. 50. Create actionable items for the coming months
    51. 51. Assign responsibility for different reporting areas
    52. 52. Internal responsibility with no external help needs at least 4 hours per week dedicated</li></li></ul><li>Recap<br />
    53. 53. What we have covered<br /><ul><li>Websites for success
    54. 54. Understanding your Landscape
    55. 55. Marketing your practice
    56. 56. Search marketing & social media</li></li></ul><li>What are your actions from today?<br />

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