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Choosing the Right Web Platform
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Choosing the Right Web Platform

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Selecting the proper platform for any new web initiative is critical to its success. Careful thought and analysis prior to launch will ensure that you are optimizing any campaign for the best possible …

Selecting the proper platform for any new web initiative is critical to its success. Careful thought and analysis prior to launch will ensure that you are optimizing any campaign for the best possible results.

Published in: Technology, Business

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Transcript

  • 1. Making it happen
    Steve Jurken
    steve@whatsacookie.com
  • 2. Stick to your goals
    Choosing the right web platforms
  • 3. A Killer Website
    Pros
    Infinite possibilities
    Complete control
    Generate sales and leads
    Build customer database
    Complete listing of products and services
    Easy to track
    Cons
    Takes time to build momentum
    Needs to be found first!
  • 4. A Killer WebsiteWatch out for…
    Broken Links
    Outdated content or information
    Confusing Layouts
    Inconsistent designs
    Malfunctioning apps
  • 5. A Killer WebsiteWhen to use…
    Everyone needs a website!
  • 6. Social Media Platforms
    Pros
    Mostly free
    Viral possibilities
    Supports and grows website
    Immediate contact with loyal customers
    Adds relevance for search
    Automated content distribution
    Cons
    TIME
    Limited flexibility
    Difficult to measure success
    Slow ramp up period
    High expectations
  • 7. Social Media PlatformsWatch out for…
    Infrequent updates (or none at all)
    Requires genuine interaction
    Repetitive information
    Inappropriate content
  • 8. Social Media PlatformsWhen to use…
    Spread the word – once your website is ready
    Unique offers and specials
    Willing to use ads
    Have a specific goal in mind: traffic, leads, referrals, reviews, etc.
    Looking to grow market share
  • 9. Custom Web Applications
    Pros
    Complete customization
    Sky’s the limit
    Automate repetitive processes
    Gather more leads
    Drives Search rankings
    Cons
    Expense
    Support and updates
  • 10. Custom Web ApplicationsWatch out for…
    Costly changes and adjustments
    Missed opportunities
    Too narrow of focus
    Unnecessary features
    Labor intensive upkeep
  • 11. Custom Web ApplicationsWhen to use…
    Create a competitive advantage
    Customers have expressed interest
    Simplify complex processes
    Engage a new demographic and grow your target audience
    Improve lead / sales generation
  • 12. Email Marketing Campaigns
    Pros
    Incredibly high ROI
    Immediate impact
    Keep customers loyal
    Promote specials and sales
    Add to credibility
    Easy to measure success
    Cons
    Spam and Blacklisting
    Takes time to create content
    Infrequent communication
  • 13. Email Marketing CampaignsWatch out for…
    Don’t trick customers into signing up
    Campaign Abandonment
    Steady supply of fresh (and interesting) content
    Easy to overdo
    Database accuracy
  • 14. Email Marketing CampaignsWhen to use…
    Build a long term relationship with clients
    Add value and educate
    Provide exclusive offers
    Ask for feedback
    Build a positive reputation
  • 15. Search Engine Marketing
    Pros
    Increase traffic dramatically
    Get found by customers you otherwise would have missed
    Very quick impact of successful efforts
    Comparatively inexpensive
    Pay only for success
    Cons
    High competition
    Can take time to establish positive momentum
    Constant tweaking and adjustments required
  • 16. Search Engine MarketingWatch out for…
    Misleading keywords that don’t bring real opportunity
    Not having enough supporting content
    Pricey keywords
    Paid clicks with low lead conversion
  • 17. Search Engine MarketingWhen to use…
    Ready to bring new customers to your site
    New product or service launches
    Landing pages for specific goals
    Generate leads
    Gain market share
  • 18. There’s always something…