What is a Website Strategy and Why Do I Need One


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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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What is a Website Strategy and Why Do I Need One

  1. 1. What's a Web Strategy and Why Do I Need One?
  2. 2. Who We Are Jenika Scott Channel Marketing Manager [email_address] <ul><li>Hall Web Services </li></ul><ul><li>www.hallme.com </li></ul><ul><li>10+ Years in Business </li></ul><ul><li>Over 80 Search Marketing Clients </li></ul>
  3. 3. Got Questions? Use GoToWebinar “Chat” or “Ask a Question” Twitter: use @Hall_Web
  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>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
  6. 6. What Makes a Strategy? Goals Measurement Tactics Adjustment
  7. 7. Goals Increase Sales Manage Reputation Spread a Message Build a Community Build Relationships
  8. 8. Measurement Traffic Goal Completion Trends Stickiness
  9. 9. Tactics - Tools of the Trade <ul><li>Once you know what you want, you can better choose your tool </li></ul><ul><li>The right tool for the job </li></ul><ul><li>Measure twice, cut once </li></ul>
  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 </li></ul>
  11. 11. Organic Search Marketing <ul><li>Questions Are Being Asked... That You Answer </li></ul><ul><li>Providing Value </li></ul><ul><li>Best Practices </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>
  14. 14. http://www.flickr.com/photos/16230215@N08/2837128711/ Adjustment - Tuning Up &quot;The only real mistake is the one from which we learn nothing.&quot; - John Powell
  15. 15. 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>
  16. 16. Define <ul><li>Budget </li></ul><ul><li>Like buying a car </li></ul><ul><li>What part can you do yourself? </li></ul><ul><li>Long term investment </li></ul><ul><li>Expectations </li></ul><ul><li>What do you want out of your website? </li></ul><ul><li>Improved rankings – SEO </li></ul><ul><li>User conversions </li></ul><ul><li>Sales Leads </li></ul><ul><li>Timeline </li></ul><ul><li>Start with a sitemap </li></ul><ul><li>Design </li></ul><ul><li>Copy/Content </li></ul><ul><li>Coding </li></ul><ul><li>Testing </li></ul><ul><li>Priorities </li></ul><ul><li>What needs to be done right now? </li></ul><ul><li>Can you do this in phases? </li></ul><ul><li>What can wait until Phase 2? </li></ul>
  17. 17. Evaluate <ul><li>Resources </li></ul><ul><li>What do we have? </li></ul><ul><li>Your team/vendors </li></ul><ul><li>What do we need? </li></ul><ul><li>Copywriter </li></ul><ul><li>In house/out source </li></ul><ul><li>Landscape </li></ul><ul><li>Competitors </li></ul><ul><li>Partners/Vendors </li></ul><ul><li>Industry leaders </li></ul><ul><li>Vision </li></ul><ul><li>What do you want? </li></ul><ul><li>What will it deliver? </li></ul><ul><li>Do other opportunities exist? </li></ul>
  18. 18. Deliver <ul><li>Content </li></ul><ul><li>Text </li></ul><ul><li>Images </li></ul><ul><li>Information to download </li></ul><ul><li>Information to share </li></ul><ul><li>Communications </li></ul><ul><li>Contact Forms </li></ul><ul><li>Who to contact </li></ul><ul><li>VALUE!!! </li></ul>
  19. 19. Re-cap Photo: http://www.flickr.com/photos/5-0_og/1304841776/ <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>
  20. 20. Got Questions? <ul><li>Use GoToWebinar “Chat” or “Ask a Question” </li></ul><ul><li>Twitter – Write to us @Hall_Web </li></ul>
  21. 21. 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>