Web Strategy (New Year's)


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More important than a website, Twitter account, PPC campaign or LinkedIn profile is a web strategy. Your web strategy is what defines what you're trying to accomplish on the web -- and until you set your eyes on your goal, you're not liable to get it. This webinar discusses the questions you should ask yourself when creating a strategy and the tools you can use to make it happen.

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Web Strategy (New Year's)

  1. 1. What's a Web Strategy and Why Do I Need One? (New Year’s Addition) Photo credit: http://www.flickr.com/photos/mukumbura/4043364183/
  2. 2. Who We Are Amanda O’Brien Inbound Marketing Manager [email_address] <ul><li>Hall Web Services </li></ul><ul><li>www.hallme.com </li></ul><ul><li>10 + Years </li></ul><ul><li>Online Suite of Tools </li></ul>
  3. 3. Got Questions? Use GoToWebinar “Chat” or “Ask a Question” Twitter with @Hall_Web Photo credit: http://www.flickr.com/photos/lucy_baxter/3752875665/
  4. 4. About You: What You'll Learn: <ul><li>Why a strategic mindset is essential to web success </li></ul><ul><li>How to come up with a web strategy </li></ul><ul><li>What some of the tools are at your disposal </li></ul><ul><li>How to take a proactive approach to constantly improving your efforts </li></ul><ul><li>10 Things to consider when creating your website strategy </li></ul><ul><li>You know your website needs work but aren't sure where to start </li></ul><ul><li>You haven't really thought critically about how your website fits into your overall marketing goals </li></ul>
  5. 5. Strategy Vs. Tactics Strategy vs. Tactics Photo credit: http://www.flickr.com/photos/nicmcphee/340917929/sizes/l/
  6. 6. What Makes a Strategy? Planning and Goals Measurement Tactics and Tools Adjustment Photo credit: http://www.flickr.com/photos/ditzychic/3151674572/
  7. 7. Goals Increase Sales Manage Reputation Spread a Message Build a Community Build Relationships Photo credit: http://www.flickr.com/photos/muehlinghaus/3505426440/
  8. 8. Measurement Traffic Goal Completion Trends Stickiness Photo credit: http://www.flickr.com/photos/darrenhester/3901158717/
  9. 9. Tactics - Tools How are we going to get goal conversion? Photo credit: http://www.flickr.com/photos/legalnonresident/3158472560/
  10. 10. Web Design and Development <ul><li>The most visible representation of your strategy </li></ul><ul><li>Develop with the needs of customers in mind (text and images) </li></ul><ul><li>Keep it simple, clean and on track to your goals </li></ul>Photo credit: http://www.flickr.com/photos/mdpny/342451580/sizes/o/
  11. 11. Organic Search Marketing <ul><li>Be found </li></ul><ul><li>Providing Value </li></ul><ul><li>Best Practices </li></ul><ul><li>Changing </li></ul>
  12. 12. <ul><li>Catch people who are ready to buy </li></ul><ul><li>Specificity </li></ul>Paid Search Marketing
  13. 13. Connecting with People <ul><li>Blogging </li></ul><ul><li>Social Media </li></ul><ul><li>Press Releases </li></ul><ul><li>Email </li></ul><ul><li>Multimedia </li></ul>Photo credit: http://www.flickr.com/photos/kenya/342101843/
  14. 14. 10 Things to Think About <ul><li>Define: </li></ul><ul><li>Budget </li></ul><ul><li>Expectations </li></ul><ul><li>Priorities </li></ul><ul><li>Timeline </li></ul><ul><li>Evaluate: </li></ul><ul><li>Resources </li></ul><ul><li>Landscape </li></ul><ul><li>Vision </li></ul><ul><li>Deliver: </li></ul><ul><li>Content </li></ul><ul><li>Communications </li></ul><ul><li>Value </li></ul>
  15. 15. 10 - Budget <ul><li>Like Buying a car </li></ul><ul><li>What part will you do yourself? </li></ul><ul><li>Expansion </li></ul><ul><li>Project Quoted </li></ul>
  16. 16. 9 - Expectations <ul><li>What do you want out of your site? </li></ul><ul><li>Rankings </li></ul><ul><li>SEO </li></ul><ul><li>User conversion </li></ul><ul><li>Sales leads </li></ul><ul><li>Ecommerce </li></ul>
  17. 17. 8 - Priorities <ul><li>What needs to be done right now? </li></ul><ul><li>What can wait till phase 2? 3? Next year? </li></ul><ul><li>What can you wiggle on? </li></ul>
  18. 18. 7 - Timeline <ul><li>Sitemap </li></ul><ul><li>Design </li></ul><ul><li>Copy </li></ul><ul><li>Coding (quote) </li></ul><ul><li>Testing </li></ul>
  19. 19. 6 – Evaluate Resources <ul><li>What do we have? </li></ul><ul><li>What do we need? </li></ul><ul><li>In house? </li></ul><ul><li>Out source? </li></ul>
  20. 20. 5 – Evaluate Landscape <ul><li>Competitors </li></ul><ul><li>Vertical Market </li></ul><ul><li>Other Industries </li></ul><ul><li>Industry leaders </li></ul>
  21. 21. 4 – Evaluate Vision <ul><li>What do you want? </li></ul><ul><li>What will it deliver? </li></ul><ul><li>What other opportunities exist? </li></ul>
  22. 22. 3 – Deliver Content <ul><li>Text </li></ul><ul><li>Images </li></ul><ul><li>Downloadable information </li></ul><ul><li>Shareable information </li></ul>
  23. 23. 2 – Deliver Communications <ul><li>Contact Forms </li></ul><ul><li>Who to contact </li></ul><ul><li>Part of your sales process </li></ul>
  24. 24. 1 – Deliver VALUE
  25. 26. Re-cap <ul><li>Define Your Goals </li></ul><ul><li>Think Strategically </li></ul><ul><li>Choose the Right Tools </li></ul><ul><li>Keep Working On It </li></ul>Photo credit: http://www.flickr.com/photos/jonathanrchang/4191262323/
  26. 27. Got Questions? <ul><li>Use GoToWebinar “Chat” or “Ask a Question” </li></ul><ul><li>Twitter with @hall_web </li></ul>
  27. 28. Learn More! <ul><li>Web Vision Blog - http://www.hallme.com/blog </li></ul><ul><li>Webinars – http://www.hallme.com/webinars </li></ul><ul><li>Follow Hall on Twitter - @ Hall_Web </li></ul><ul><li>Call us! 1-877-425-5932 (HALL-WEB) ‏ </li></ul><ul><li>[email_address] </li></ul>