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Smart Websites & Tools

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  • http://www.wpt.org
  • http://royalandfederal.files.wordpress.com
  • http://rtpca.convio.net
  • http://www.careerrevolution.co.uk
  • http://30tocure30.files.wordpress.com
  • http://media.photobucket.com
  • http://www.toddalder.com
  • http://www.bostonherald.com
  • http://www.bridgeandtunnelclub.com
    http://media.canada.com
  • http://www.bridgeandtunnelclub.com
    http://media.canada.com
  • http://www.viperstrike.com
  • http://api.ning.com
  • Solution
    created a more prominent Intouch CTA - larger image and text
    enlarged images of people - close-up photos are more powerful and persuasive
  • roundroundworld
    http://media.photobucket.com
  • http://www.growingwell.co.uk
  • http://travel.webshots.com

Transcript

  • 1. Smart Website & Smart Tools
  • 2. http://www.wpt.org
  • 3. Why do it myself? http://www.wpt.org
  • 4. First: Because you can!
  • 5. http://royalandfederal.files.wordpress.com
  • 6. http://royalandfederal.files.wordpress.com Second:You’re the Expert!
  • 7. http://rtpca.convio.net
  • 8. Third: No one is faster than you! http://rtpca.convio.net
  • 9. Last: You have the control
  • 10. Content Management System (CMS) C = Create content yourself M = Manage the content yourself S = Simple to do
  • 11. There are lots of CMS Products
  • 12. http://www.careerrevolution.co.uk
  • 13. Which CMS fits best? http://www.careerrevolution.co.uk
  • 14. A few things to consider when choosing Open Source (GPL) vs. Commercial or Subscription based Functionality - what do you want the site to do for you Your web designer/developers CMS experience
  • 15. http://30tocure30.files.wordpress.com
  • 16. What else can a CMS do? http://30tocure30.files.wordpress.com
  • 17. Just a few features Photo Gallery eCommerce Directories Blog Reservation Management Forums Real Estate Listing Management Multi-lingual Contact Relationship Management (CRM)
  • 18. http://media.photobucket.com
  • 19. What about design? http://media.photobucket.com
  • 20. http://www.toddalder.com
  • 21. It’s like building a house http://www.toddalder.com
  • 22. Strategy One Custom Design ‣ Work with your designer/developer to create custom templates that meet your functional and brand requirements
  • 23. Strategy One Custom Design ‣ Work with your designer/developer to create custom templates that meet your functional and brand requirements Pros ✓ Your brand and functional requirements are easily achieved ✓ Unique online brand
  • 24. Strategy One Custom Design ‣ Work with your designer/developer to create custom templates that meet your functional and brand requirements Pros ✓ Your brand and functional requirements are easily achieved ✓ Unique online brand Cons • More expensive design / development costs
  • 25. Strategy Two Pre-built Template ‣ Use a pre-built template and rebrand to your company needs
  • 26. Strategy Two Pre-built Template ‣ Use a pre-built template and rebrand to your company needs Pros ✓ Cost effective ✓ Sometimes useful tools built into templates
  • 27. Strategy Two Pre-built Template ‣ Use a pre-built template and rebrand to your company needs Pros ✓ Cost effective ✓ Sometimes useful tools built into templates Cons • Functionality usually fits but not guaranteed • Non-unique online brand
  • 28. Something Important to Remember Always Form and Function
  • 29. Direct Email for Small and Medium Business
  • 30. http://www.bostonherald.com
  • 31. Why Send Direct Email? http://www.bostonherald.com
  • 32. Low cost Measurable Build and maintain customer relationships Highly Targeted Branded
  • 33. Direct Marketing Association = http://www.bridgeandtunnelclub.com, http://media.canada.com
  • 34. Cost Effectiveness of Email Marketing = http://www.bridgeandtunnelclub.com, http://media.canada.com $1 Buy = $48 ROI Direct Marketing Association
  • 35. http://www.flickr.com/photos/garryknight
  • 36. Does Anyone Read Email? http://www.flickr.com/photos/garryknight
  • 37. Beyond the Click: The Indirect Value of Email
  • 38. Do People Actually Read this Stuff? Beyond the Click: The Indirect Value of Email
  • 39. Do People Actually Read this Stuff? Beyond the Click: The Indirect Value of Email
  • 40. Do People Actually Read this Stuff? Beyond the Click: The Indirect Value of Email
  • 41. Do People Actually Read this Stuff? Beyond the Click: The Indirect Value of Email
  • 42. Do People Actually Read this Stuff? Beyond the Click: The Indirect Value of Email
  • 43. People want to hear from you
  • 44. http://www.viperstrike.com
  • 45. Why use an Email Service Provider? http://www.viperstrike.com
  • 46. Improved Deliverability (SPAM) Email Service Providers (ESPs) have relationships with major Internet Service Providers (ISPs). ESPs provide tools to create, manage, and measure your newsletter campaigns and contact lists. Sender ID and SPF compliance.
  • 47. Factors that Effect Deliverability SPAM Score Contact List Maintenance White and Black Lists Email Design Message Content (including subject lines)
  • 48. http://api.ning.com
  • 49. Email Design http://api.ning.com
  • 50. Business-to-Consumer • Mostly images = 7.1% • All text = 4.7% • Mostly text = 5.3% • Equal text/images = 6.3% Business-to-Business • All text = 5.4% • Mostly text = 4.8% • Equal text/images = 3.5%
  • 51. roundroundworld http://media.photobucket.com
  • 52. Poor Content roundroundworld http://media.photobucket.com
  • 53. http://www.growingwell.co.uk
  • 54. Organic List Growth http://www.growingwell.co.uk
  • 55. Growing your Contact List You’re an expert at something • write about a helpful service or product that you are an expert at and make it a PDF available upon newsletter subscription (ie. 10-Step Guide to...).
  • 56. Growing your Contact List You’re an expert at something • write about a helpful service or product that you are an expert at and make it a PDF available upon newsletter subscription (ie. 10-Step Guide to...). Advertise yourself Offline • through print advertising promote the value of your newsletters and point the URL to your signup page.
  • 57. Growing your Contact List You’re an expert at something • write about a helpful service or product that you are an expert at and make it a PDF available upon newsletter subscription (ie. 10-Step Guide to...). Advertise yourself Offline • through print advertising promote the value of your newsletters and point the URL to your signup page. Strong Website Call-to-Actions • have prominent areas on your site that allow users to either instantly provide their email address or link to a newsletter signup page.
  • 58. Growing your Contact List You’re an expert at something • write about a helpful service or product that you are an expert at and make it a PDF available upon newsletter subscription (ie. 10-Step Guide to...). Advertise yourself Offline • through print advertising promote the value of your newsletters and point the URL to your signup page. Strong Website Call-to-Actions • have prominent areas on your site that allow users to either instantly provide their email address or link to a newsletter signup page. Social Media • promote the value of your newsletters on Twitter, Facebook, Linkedin with direct links to your signup page.
  • 59. http://travel.webshots.com
  • 60. Buy Traffic not Lists http://travel.webshots.com
  • 61. Use Pay-Per-Click (PPC) Use Pay-Per-Click (PPC) advertising to promote your offering and point it towards your newsletter signup page.
  • 62. Closing Tips on Email Marketing
  • 63. Closing Tips on Email Marketing Use an Email Service Provider
  • 64. Closing Tips on Email Marketing Use an Email Service Provider Be Conscience of Deliverability
  • 65. Closing Tips on Email Marketing Use an Email Service Provider Be Conscience of Deliverability Maintain Relevant Content and Good Design
  • 66. Closing Tips on Email Marketing Use an Email Service Provider Be Conscience of Deliverability Maintain Relevant Content and Good Design Grow and Maintain your Contact Lists
  • 67. Thank You