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 results.

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Choosing the Right Web Platform

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Outdated content or information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

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