Online Marketing in Depth


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Online Marketing in Depth, as presented during Making Media Connections 2010.

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Online Marketing in Depth

  1. 1. The Web Farm <ul><li>Online Marketing & Optimization </li></ul>
  2. 2. Emily Lonigro and Keidra Chaney <ul><li>LimeRed Studio, Inc: Design, builds and tests off- and online marketing collateral. </li></ul><ul><li>The Web Farm, Inc:, Web analytics for websites sites & social media </li></ul>
  3. 3. Overview <ul><li>Rampant, big problems </li></ul><ul><li>Web analytics </li></ul><ul><li>User testing & usability </li></ul><ul><li>Branding, design & resources </li></ul><ul><li>More testing </li></ul><ul><li>SEO </li></ul><ul><li>Sites I like </li></ul>
  4. 4. Specific to Nonprofits <ul><li>Design by committee </li></ul><ul><li>Talking to coworkers instead of clients </li></ul><ul><li>Lack of small, easily digestable info </li></ul><ul><li>Industry-speak </li></ul><ul><li>Thinking you’re different than business </li></ul>
  5. 5. Why are these big problems? <ul><li>If you’re going to compete online, you had better compete with guts. </li></ul><ul><li>Think about how YOU do things online—who do you trust? </li></ul><ul><li>You’ve got 3 seconds. </li></ul>
  6. 6. How to fix these problems <ul><li>Do your research </li></ul><ul><li>Set goals </li></ul><ul><li>Use analytics </li></ul><ul><li>Do user testing & think about usability </li></ul><ul><li>Look at websites that do a good job of selling </li></ul><ul><li>Make plans for the future and test! </li></ul>
  7. 7. Analytics
  8. 8. Why measure? <ul><li>Measure to get insight on your website’s purpose </li></ul><ul><li>Measure to get into the heads of your visitors </li></ul><ul><li>Measure to make your website’s design and content better – and more relevant to your audience </li></ul><ul><li>You no longer have to make website decisions based on opinions or guesses anymore! </li></ul>
  9. 9. Types of Measurement <ul><li>Off-site: measurement of potential audience, search ranking </li></ul><ul><ul><li>Alexa </li></ul></ul><ul><ul><li>Google Trends for Websites </li></ul></ul><ul><ul><li>Compete </li></ul></ul><ul><li>On-site: measurement of actual visitors to your website </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Omniture </li></ul></ul><ul><ul><li>WebTrends </li></ul></ul><ul><ul><li>Social media: Measurement of audience conversation </li></ul></ul><ul><ul><li>Klout </li></ul></ul><ul><ul><li>TwitterGrader </li></ul></ul><ul><ul><li>Email: Measurement of opens, clicks </li></ul></ul>
  10. 10. Measurement Definitions <ul><li>Hit: a request for a file from a web server </li></ul><ul><li>Page views: Every time a visitor views a web page on a site </li></ul><ul><li>Visitor : An individual user of your site </li></ul><ul><li>Visit/Session : Time from when a visitor enters and leaves your website </li></ul><ul><li>Conversion: When a visitor completes an action (buys a product, subscribes to newsletter) </li></ul><ul><li>Bounce Rate: Percentage of visitors that exit after only viewing one page of a website </li></ul>
  11. 11. Planning a Strategy <ul><li>What are your organization's overall goals? </li></ul><ul><li>What visitor actions on the site will help achieve your goals? (ex. signing up, buying something?) </li></ul><ul><li>What do visitors want to do when they come to your site? </li></ul><ul><li>What is the purpose of your organization’s site? (ex. sell products, gather donations or content?) </li></ul><ul><li>What information will decision-makers want to know? </li></ul>
  12. 12. Measurement and your site <ul><li>Identify the key metrics that tell your how your site is performing against your set goals . </li></ul><ul><ul><li>Newsletter downloads </li></ul></ul><ul><ul><li>Request for information </li></ul></ul><ul><ul><li>Online donations </li></ul></ul><ul><li>Focus on measuring engagement, a visitors level of involvement and interest. Measure actions, not just views. </li></ul>
  13. 13. Web Analytics Troubleshooting <ul><li>Are you: </li></ul><ul><li>Reconciling/filtering your data? </li></ul><ul><li>Segmenting your data? </li></ul><ul><li>Reporting your data to all who could use it? </li></ul><ul><li>Acting on your data? </li></ul>
  14. 14. Going Further: Testing and Tagging <ul><li>A/B Testing (testing test samples against a baseline) </li></ul><ul><li>Multivariate Testing (testing multiple page elements) </li></ul><ul><li>Heat Maps </li></ul><ul><li>Campaign tagging and measurement (PPC, email, social media) </li></ul><ul><li>Surveys and focus groups </li></ul>
  15. 15. Going Further: e-mail and social media <ul><li>Use resources like klout and twitter/facebook grader to measure social media engagement and reach </li></ul><ul><li>Identify specific campaigns to measure social media impact on your website </li></ul><ul><li>Use URL shorteners like to measure clicks from print/e-mail.etc </li></ul><ul><li>Overlay and analyze your print/web/social/offline traffic and conversion information – it all works together! </li></ul>
  16. 16. Going Further: More information <ul><li>Web Analytics Assocation </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>(lots of white papers and info) </li></ul></ul><ul><li>Web Analytics Wednesday </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>(real professionals in the field) </li></ul></ul><ul><ul><li>TONS OF BLOGS AND BOOKS </li></ul></ul>
  17. 17. Social Media Marketing
  18. 18. Social Media is a Marketing Tool <ul><li>Social Media Marketing spending to hit 3.1 Billion by 2014 </li></ul><ul><li>from Forrester Research Interactive Marketing Forecast </li></ul>
  19. 19. Social Media is a Marketing Tool <ul><li>In 2010, Pepsi elected to skip traditional television advertising during the Super Bowl and spent $20 million on the Pepsi Refresh social media campaign </li></ul>
  20. 20. But how do you know if it’s working? <ul><ul><li>Lots to measure: trust, influence, engagement </li></ul></ul><ul><ul><li>Many tools on the market, and varying strategies </li></ul></ul><ul><ul><li>Social media moves fast </li></ul></ul><ul><ul><li>Not free: takes time, people, technology in order to do effectively – all finite resources </li></ul></ul>
  21. 21. Example: War Child Canada <ul><li>Started a social media campaign to: </li></ul><ul><li>Create online awareness </li></ul><ul><li>Establish social media presence </li></ul><ul><li>Drive donations </li></ul><ul><li>Doubled website traffic and saw 50% increase in donations </li></ul>
  22. 22. Measurement Steps <ul><li>Identify up specific campaigns to measure social media impact on your website </li></ul><ul><li>Use URL shorteners like to measure clicks from print/e-mail.etc </li></ul><ul><li>Overlay and analyze your print/web/social/offline conversion information – it all works together! </li></ul>
  23. 23. SEO
  24. 24. Search Engine Optimization: SEO <ul><li>This is the Wild West of the Internet </li></ul><ul><li>Search Engine Optimization is the process of increasing the amount of visitors to a Web site by ranking high in the search results of a search engine </li></ul><ul><li>It is not a magic wand </li></ul>
  25. 25. We do this through <ul><li>Architectural refinements: Evaluate the content structure, content management system, layout and linking structure. </li></ul><ul><li>Individual pages: Keyword research to determine top-performing keywords and phrases. Embed those into site keywords, titles and content. </li></ul><ul><li>Inbound link building: Increase the quality and number of inbound links. </li></ul><ul><li>Submission to search engines </li></ul>
  26. 26. Page title H1 headlines Body copy with keywords Page description (behind the scenes) Page URL
  27. 27. Good place to start <ul><li>Google Keyword Generator </li></ul><ul><li>Get recommendations from words you come up with </li></ul><ul><li>Plug in other similar sites & competition </li></ul>
  28. 28. Why this is important <ul><li>Find new markets and audiences with more eyeballs </li></ul><ul><li>Through analytics, measure top-performing keywords </li></ul><ul><li>Use top-performers in marketing materials, Facebook posts, Twitter hashtags, website copy and advertising </li></ul><ul><li>Test and retest </li></ul><ul><li>Always refine </li></ul>
  29. 29. User Testing & Usability
  30. 30. Know your customers <ul><li>This is hard! You have to talk to all kinds of people at the same time. </li></ul><ul><li>Four different kinds of personas: </li></ul><ul><ul><li>Competitive </li></ul></ul><ul><ul><li>Spontaneous </li></ul></ul><ul><ul><li>Humanistic </li></ul></ul><ul><ul><li>Methodical </li></ul></ul>
  31. 31. User Testing Questions <ul><li>What are your first impressions? </li></ul><ul><li>Where do you want to go first? </li></ul><ul><li>Is it clear what this site is for? </li></ul><ul><li>Then, complete a task. </li></ul>
  32. 33. GOALS, goals and more goals PAGE ACTION GOAL HOW HOME sign up for newsletter fill out sub request pop-out window with info ABOUT connect on linked in click on a button headlines, subheads, bullet copy SERVICES email quote request big, huge button to form page great copy, before & after, list of services
  33. 34. What’s really cool about this
  34. 35. Example
  35. 36. Usability rationale <ul><li>Don’t make people think. At all. </li></ul><ul><li>We don’t read web pages; we scan them. </li></ul><ul><li>We don’t figure things out; we guess. </li></ul><ul><li>We have a limited attention span and frustration factor. (phone number) </li></ul><ul><li>We stick to what works. </li></ul>
  36. 38. Purpose of your homepage <ul><li>Creating portals to interior content for audience profiles </li></ul><ul><li>Get quick results </li></ul><ul><li>Establishing the online face of your business </li></ul><ul><li>Working as your online marketing partner </li></ul><ul><li>Cutting through competitive clutter </li></ul><ul><li>Remember: your homepage might not be your top landing page, so take a look at your analytics </li></ul>
  37. 39. Usability best practices <ul><li>Create clear hierarchy </li></ul>This is a headline This is a subhead And some body copy CALL TO ACTION
  38. 40. Usability best practices <ul><li>Don’t reinvent the wheel. It works really well already. </li></ul><ul><ul><li>Use standard navigation and placement </li></ul></ul><ul><ul><li>Make links obvious </li></ul></ul><ul><ul><li>Don’t hide things! </li></ul></ul>
  39. 41. Usability Best Practices <ul><li>Same thing with Calls to Action </li></ul><ul><ul><li>Make them simple </li></ul></ul><ul><ul><li>Make them a contrasting color </li></ul></ul>
  40. 42. Usability best practices <ul><li>Simplify, simplify, simplify </li></ul><ul><ul><li>Get rid of complicated search </li></ul></ul><ul><ul><li>Get rid of words (but not keywords!) </li></ul></ul><ul><ul><li>Streamline forms & make sure they work </li></ul></ul><ul><ul><li>Get rid of happy, welcome talk </li></ul></ul>
  41. 43. <ul><li>BEFORE: The Illinois Chapter of the Sierra Club is a statewide organization representing over 23,000 individuals committed to protecting the Illinois environment - for our families, for our future. </li></ul><ul><li>AFTER: Protecting Illinois’ environment for our families and our future. We are the Sierra Club’s Illinois Chapter — 23,000 strong. </li></ul>
  42. 44. Creating Brand Guidelines Would you hire your neighbor to build you a house because he likes to tinker around in the garage? No.
  43. 45. Word list <ul><li>Make a list of words that describe YOUR org that will resonate with YOUR audience. </li></ul><ul><li>Specific, visually-rich words </li></ul><ul><li>At least 10 of them </li></ul>
  44. 46. Sally’s great word list <ul><ul><li>Phoenix (resilience, drive, calculated risk, constant effort, hard work, my success is function of client’s success) </li></ul></ul><ul><li>T-shirt slogan (an inside joke, comedy, laughter, boiling ideas down to few key words, optimism) </li></ul><ul><li>Seanchai (Gaelic for storyteller or old talker) (act-of-writing, stories, words, grammar, history, transfer of knowledge, thought leader) </li></ul><ul><li>Purple brain (I say that my brain changes color when I speak French or am fully engaged in conceptual conversation; this is happiness for me) </li></ul><ul><li>Lounge chair (sun shining down on you, satiation, work is done, you can relax now; reward) </li></ul><ul><li>Bordeaux (rich, cultured, appreciative, tasteful, well-traveled and educated—also a subset of a set—one wine among many, speaking to organization) </li></ul><ul><li>Roman Viaducts Slash Stonehenge (innovation, invention, community, momentum, family, heritage, legacy, functioning unit, leadership, ritual, ceremony) </li></ul><ul><li>Pangea (name of our planet when all continents were connected) (interconnected, global, human context, global economy, global trends) </li></ul><ul><li>Straght A’s (perfection, perfection can be enemy of good, diligence, integrity, tiereless, you see what you get, transparent) </li></ul><ul><li>Couch (homey, relief, comfortable, homey, safe, the right solution at the right time) </li></ul>
  45. 47. Image search <ul><ul><li> </li></ul></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> (I like to ask clients to choose a duvet cover) </li></ul><ul><li> (I like to ask clients to choose fabrics) </li></ul>
  46. 48. Sally’s Moodboard
  47. 49. Sally’s Design concepts
  48. 50. Sally’s Website
  49. 55. Color palettes <ul><li>Simplicity is key </li></ul>
  50. 56. Design Resources <ul><li> / </li></ul><ul><li> / </li></ul><ul><li> / </li></ul><ul><li> / </li></ul>
  51. 57. Recap <ul><li>Do some user testing to get a baseline </li></ul><ul><li>Use your analytics to get real data about your traffic </li></ul><ul><li>Create a solid content structure & look at the specific content on each page, especially top-performing pages </li></ul><ul><li>Do some SEO </li></ul><ul><li>Create design guidelines </li></ul><ul><li>Hire a pro to design and build your site (and decide who is going to make decisions) </li></ul><ul><li>Test before you build the whole thing </li></ul><ul><li>Test after you build the whole thing </li></ul><ul><li>Use analytics and test and make changes forever and ever </li></ul>
  52. 58. Mulivariate Testing
  53. 59. Multivariate Testing <ul><li>Multivariate testing is a process by which more than one component of a website may be tested in a live environment. </li></ul>Headline one Headline two Headline three GO SUMBIT SEND +
  54. 60. What you can test <ul><li>Page layouts </li></ul><ul><li>Headlines </li></ul><ul><li>Body copy </li></ul><ul><li>Button colors </li></ul><ul><li>Types of images </li></ul>
  55. 61. What to use <ul><li>Google Website Optimizer </li></ul><ul><li>It sounds complicated, but it’s easy and free. </li></ul>
  56. 62. Why testing is hard <ul><li>It’s not, but dealing with people is. </li></ul>IT Dept says: You want to put CODE on MY pages? No way. Designer says: My design is rock solid. You’re an idiot and don’t know anything about design. Marketing says: I know what I’m doing. You want to prove me wrong? No way! So present it to the BOSS: Long term, we can make more money/get more signups/ for a minimum cost. It’s stupid not to do it. Oh, and the utility is free.
  57. 66. How often should I test? <ul><li>Always </li></ul><ul><li>Run the tests for at least 4 weeks. Google won’t let you run a test for too short a time. </li></ul><ul><li>If your test is too long or complicated, Google will tell you. </li></ul>
  58. 67. The point is: <ul><li>You can guess at what makes the most sense, but you’ll never know the answer unless you test—eliminate guessing! </li></ul><ul><li>The tool is free and robust. </li></ul><ul><li>Everyone will be happier. </li></ul>