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Is Your Website All Hat and No Cattle?<br />Best Practices in Online Marketing<br />By Cassie Roberts<br />
Don’t worry!<br />You don’t need to take notes!<br />cassie@saffireevents.com<br />
About MeCassie Roberts<br />Education:<br />BS Public Relations, The University of Texas<br />MEd Sport Management, The Un...
About Saffire<br />Online Marketing<br />Websites<br />Content Management<br />User Management<br />Mobile Optimized Versi...
Agenda<br />World domination through Google<br />Leading the horse to water<br />Hosting your own party <br />Going to oth...
World domination through Google<br />Google has 65% share of the search engine market<br />What works for Google works for...
Agenda<br />World domination through Google<br />Leading the horse to water <br />Hosting your own party<br />Going to oth...
Leading the horse to water<br />Your site must appeal to your audience<br />Attractive<br />Professional<br />Well organiz...
Agenda<br />World domination through Google<br />Leading the horse to water<br />Hosting your own party<br />Going to othe...
Hosting your own party<br />Make sure your site has the BEST info about your event<br />Make it interactive and fun!<br />...
Hosting your own party<br />Information about your event is most crucial<br />Categorize Events<br />Don’t just give an ev...
Agenda<br />World domination through Google<br />Leading the horse to water<br />Hosting your own party<br />Going to othe...
Other people’s parties<br />Reach people where they are<br />Facebook feed<br />Twitter timeline<br />Promote these promin...
Agenda<br />World domination through Google<br />Leading the horse to water<br />Hosting your own party<br />Going to othe...
Marketing on the go<br />Android vs. iPhone-<br />The reality is some smartphone users will never see your iPhone app<br /...
Agenda<br />World domination through Google<br />Leading the horse to water<br />Hosting your own party<br />Going to othe...
Taking the bull by the horns<br />The ultimate goal – BUY!<br />Customers expect ecommerce<br />67% of people aged 35-75 w...
Taking the bull by the horns<br />Get in the loop through email<br />Include the signup ON your homepage <br />Start colle...
Agenda<br />World domination through Google<br />Leading the horse to water<br />Hosting your own party<br />Going to othe...
The power of DIY<br />When working with companies like Nike, Dodge, Intel, etc., we took content management for granted<br...
Agenda<br />World domination through Google<br />Leading the horse to water<br />Hosting your own party<br />Going to othe...
Measuring up<br />Google makes it easy through Google Analytics<br />Put a little snippet of code on each page<br />Log in...
5 most important things to watch<br />Visits to your site<br />Actions taken (email list, ecommerce)<br />Conversion rate ...
Agenda<br />World domination through Google<br />Leading the horse to water<br />Hosting your own party<br />Going to othe...
Keeping up with the Jones’/Kardashians<br />When people come to your site, they generally aren’t comparing you to other ro...
Thank you<br />To get these slides, put your business cards on the table up front<br />cassie@saffireevents.com<br />We’ll...
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Saffire events presentation

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Saffire events presentation

  1. 1. Is Your Website All Hat and No Cattle?<br />Best Practices in Online Marketing<br />By Cassie Roberts<br />
  2. 2. Don’t worry!<br />You don’t need to take notes!<br />cassie@saffireevents.com<br />
  3. 3. About MeCassie Roberts<br />Education:<br />BS Public Relations, The University of Texas<br />MEd Sport Management, The University of Texas<br />Origin:<br />Central City, NE<br />Experience:<br />United States Olympic Committee<br />Rodeo Austin<br />Saffire Events<br />
  4. 4. About Saffire<br />Online Marketing<br />Websites<br />Content Management<br />User Management<br />Mobile Optimized Version<br />Social Networking Integration<br />
  5. 5. Agenda<br />World domination through Google<br />Leading the horse to water<br />Hosting your own party <br />Going to other people’s parties<br />Marketing on the go <br />Taking the bull by the horns <br />The power of DIY<br />Measuring up<br />Keeping up with the Jones’/Kardashians<br />
  6. 6. World domination through Google<br />Google has 65% share of the search engine market<br />What works for Google works for others<br />Goal: Improve your SEO<br />Most important – links in to your site<br />Chambers of Commerce, Convention & Visitors Bureaus, etc. <br />Industry organizations<br />Also important – your own site<br />Title – important for Google and customers!<br />
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  10. 10. Agenda<br />World domination through Google<br />Leading the horse to water <br />Hosting your own party<br />Going to other people’s parties<br />Marketing on the go<br />Taking the bull by the horns<br />The power of DIY<br />Measuring up<br />Keeping up with the Jones’/Kardashians<br />
  11. 11. Leading the horse to water<br />Your site must appeal to your audience<br />Attractive<br />Professional<br />Well organized<br />Not overwhelming<br />Like a résumé, the homepage should get the interview, not the job <br />
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  15. 15. Agenda<br />World domination through Google<br />Leading the horse to water<br />Hosting your own party<br />Going to other people’s parties <br />Marketing on the go<br />Taking the bull by the horns<br />The power of DIY<br />Measuring up <br />Keeping up with the Jones’/Kardashians<br />
  16. 16. Hosting your own party<br />Make sure your site has the BEST info about your event<br />Make it interactive and fun!<br />ecommerce is the “ultimate interactivity”<br />But-don’t ask them to get married before your first date!<br />
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  19. 19. Hosting your own party<br />Information about your event is most crucial<br />Categorize Events<br />Don’t just give an event list!<br />Allow sorting, searching, filtering and interacting<br />Photos – your photos and customer photos<br />Allow people to market for you: facebook, twitter, email <br />Allow them to “fan” your event, save to a custom calendar or Outlook<br />
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  22. 22. Agenda<br />World domination through Google<br />Leading the horse to water<br />Hosting your own party<br />Going to other people’s parties<br />Marketing on the go<br />Taking the bull by the horns<br />The power of DIY<br />Measuring up<br />Keeping up with the Jones’/Kardashians<br />
  23. 23. Other people’s parties<br />Reach people where they are<br />Facebook feed<br />Twitter timeline<br />Promote these prominently<br />Be a good guest<br />Post often, but not too often!<br />Make it relevant<br />Make it engaging<br />
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  28. 28. Agenda<br />World domination through Google<br />Leading the horse to water<br />Hosting your own party<br />Going to other people’s parties<br />Marketing on the go<br />Taking the bull by the horns<br />The power of DIY<br />Measuring up<br />Keeping up with the Jones’/Kardashians<br />
  29. 29. Marketing on the go<br />Android vs. iPhone-<br />The reality is some smartphone users will never see your iPhone app<br />Mobile is no longer optional—It’s information on-the-go!<br />You won’t make a zillion dollars, but you need to be there<br />
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  32. 32. Agenda<br />World domination through Google<br />Leading the horse to water<br />Hosting your own party<br />Going to other people’s parties<br />Marketing on the go<br />Taking the bull by the horns<br />The power of DIY<br />Measuring up<br />Keeping up with the Jones’/Kardashians<br />
  33. 33. Taking the bull by the horns<br />The ultimate goal – BUY!<br />Customers expect ecommerce<br />67% of people aged 35-75 want the convenience of buying online<br />Advanced ticket sales mean incremental revenue<br />People can spread out costs<br />Redemption will not be 100%<br />Especially good for things like carnival tokens<br />Even with a discount, you’ll make more<br />Offer free shipping<br />
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  37. 37. Taking the bull by the horns<br />Get in the loop through email<br />Include the signup ON your homepage <br />Start collecting addresses before you know what to do with them<br />Events are the perfect excuse for email marketing<br />It’s immediate <br />It’s cheap <br />It’s effective<br />Make sure your email is branded<br />
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  39. 39. Agenda<br />World domination through Google<br />Leading the horse to water<br />Hosting your own party<br />Going to other people’s parties<br />Marketing on the go<br />Taking the bull by the horns<br />The power of DIY<br />Measuring up<br />Keeping up with the Jones’/Kardashians<br />
  40. 40. The power of DIY<br />When working with companies like Nike, Dodge, Intel, etc., we took content management for granted<br />We have found the event industry to be so different<br />Take control.<br />
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  43. 43. Agenda<br />World domination through Google<br />Leading the horse to water<br />Hosting your own party<br />Going to other people’s parties<br />Marketing on the go<br />Taking the bull by the horns<br />The power of DIY<br />Measuring up<br />Keeping up with the Jones’/Kardashians<br />
  44. 44. Measuring up<br />Google makes it easy through Google Analytics<br />Put a little snippet of code on each page<br />Log in to see reports, or have them emailed<br />
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  46. 46. 5 most important things to watch<br />Visits to your site<br />Actions taken (email list, ecommerce)<br />Conversion rate (actions to visits)<br />Bounce rate<br />Time on site<br />Improve SEO or online marketing of your site<br />Redo your website to make it more compelling<br />Good conversion rate: 2%<br />High bounce rate? Redo your homepage<br />Time on site: A good overall indicator of stickiness<br />
  47. 47. Agenda<br />World domination through Google<br />Leading the horse to water<br />Hosting your own party<br />Going to other people’s parties<br />Marketing on the go<br />Taking the bull by the horns<br />The power of DIY<br />Measuring up<br />Keeping up with the Jones’/Kardashians<br />
  48. 48. Keeping up with the Jones’/Kardashians<br />When people come to your site, they generally aren’t comparing you to other rodeo sites<br />They are comparing you to other sites they visit that day<br />Compare your site to other entertainment- type sites, like sports and movies<br />
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  53. 53. Thank you<br />To get these slides, put your business cards on the table up front<br />cassie@saffireevents.com<br />We’ll also give you a free subscription to The Dirt, for tips on online marketing<br />Indicate if you’d like a free no-strings-attached evaluation of your website and recommendations for improvement<br />

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