Begbroke transfer - making the most of your website

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The presentation outlines a best practice principles for website creation - considering overall strategy - and the tactical areas of goal setting, content creation, usability, branding, search engine optimisation (SEO) and social media optimisation (SMO). The presentation includes easy to follow practical tips for all businesses.

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Begbroke transfer - making the most of your website

  1. 1. Making the most of your websiteTips to ensure that your website adds value to your business Prepared for the University of Oxford Begbroke Transfer Wednesday, 2 November 2011
  2. 2. Introductions
  3. 3. Who is Obergine?Full service digital marketing agency.We create online and mobile solutions that add valueto our clients and their customers.Clients include:  Oxford University Press  University of Reading  Concha y Toro  Cono Sur Vineyards & Winery
  4. 4. About the presenterJeremy AndersonDigital directorJeremy is a founding partner of Obergine and isresponsible for client services and digital strategy.With over 15 years as a digital marketingprofessional, Jeremy has expertise in: Web design Content management and e-commerce Mobile sites and apps Digital, search and social media marketing Web and data analytics
  5. 5. Planning a successful website
  6. 6. Know your audience Who is your target audience? What are their goals? What motivates them? Are they skilled internet users? What do they want to achieve by visiting the site? What information do they need from the site?Create personas in order to profile them… Personas describes the goals, skills, attitudes, motivations and environment of a specific user group. Examples include “scientists”, “investors” and “researchers”
  7. 7. Solid strategyReachMake it easy for your target audience to find yourbusiness and engage with you onlineConvert Reach ConvertWhen people visit your website – recognise that theyare looking for an answer to a need and the website must facilitate this quickly and easily RetainRetainEmpathise with your customers and respond to theirneeds to ensure that long term satisfyingrelationships are formed
  8. 8. What are the tactical areas do you need to consider?
  9. 9. Comprehensive tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engineoptimisation (SEO) Social media Social media Social mediaoptimisation (SMO) optimisation (SMO) optimisation (SMO)
  10. 10. Goals Goal tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engineoptimisation (SEO) Social media Social media Social mediaoptimisation (SMO) optimisation (SMO) optimisation (SMO)
  11. 11. Goal fundamentals Goal tactics Your website needs to achieve businessgoals such as investor enquiries, membership, sales and data collection
  12. 12. People want information quickly Goal tactics Business goals not clear Lack of calls to action No visible contact details Third party certifications Data capture buggy and no privacy policy in place Google Analytics in place Performance against core strategies Reach Convert Retain N/A
  13. 13. Clarify what you do, why & who for Goal tactics Clear business objectives Clear products Market specific info available Qualified data capture No email opt-in Too many mandatory fields Performance against core strategies Reach Convert Retain N/A
  14. 14. ContentContent tactics tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engineoptimisation (SEO) Social media Social media Social mediaoptimisation (SMO) optimisation (SMO) optimisation (SMO)
  15. 15. ContentContent fundamentals tactics The best content is relevant, clear and useful and available in different media formats
  16. 16. ContentKeep content current tactics Text heavy content Overly technical content News not current Good clear diagrams Embedded BBC video Photography is relevant Performance against core strategies Reach Convert Retain
  17. 17. ContentMake online content easy to digest tactics Short paragraphs Bullets and sub-headings Content cross-selling Rotating content Events not showcased No dates or RSS on news feed Performance against core strategies Reach Convert Retain P
  18. 18. UsabilityUsability tactics tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engineoptimisation (SEO) Social media Social media Social mediaoptimisation (SMO) optimisation (SMO) optimisation (SMO)
  19. 19. UsabilityUsability fundamentals tactics Make it easy for visitors navigate thewebsite, locate the information they need and perform the tasks required
  20. 20. UsabilitySimple and logical site hierarchy tactics Clear calls-to-action Logo links to the homepage Verbose link hover text Breadcrumbs trail Branded 404 page in place External links in same window Performance against core strategies Reach Convert Retain N/A P
  21. 21. UsabilityMake sure your site is not buggy tactics Duplicate navigation not clear Content/navigation mismatch No breadcrumbs trail Pages display error messages Faulty data encryption Validation is clear and robust Performance against core strategies Reach Convert Retain N/A O O
  22. 22. BrandingBranding tactics tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engineoptimisation (SEO) Social media Social media Social mediaoptimisation (SMO) optimisation (SMO) optimisation (SMO)
  23. 23. BrandingBranding fundamentals tacticsYour website needs a recognisable design with the content to invoke an emotional response that reinforces the brand identity
  24. 24. BrandingBranding needs a clear identity tactics No logo Limited branding on site No tab/bookmark favicon Generic pictures Consistent professional copy Consistent colours Performance against core strategies Reach Convert Retain N/A O
  25. 25. BrandingBranding needs consistency tactics Consistent and deep branding Consistent colour pallet Consistent tone of voice Brand story video Tab/bookmark favicon present Social media branding aligned Performance against core strategies Reach Convert Retain N/A P
  26. 26. SEO tactics SEO tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engineoptimisation (SEO) Social media Social media Social mediaoptimisation (SMO) optimisation (SMO) optimisation (SMO)
  27. 27. SEO fundamentals SEO tactics Build your site for easy indexingKeep your content fresh and relevantMaximise diversity and volume of quality backlinks
  28. 28. Why is SEO important? SEO tactics Over 85% of prospective customers use the internet to find what they are looking for Seven out of ten users click a search result within the first page of results Only 8% of users venture beyond the third page of search results A good ranking on a major search engine can make the difference between commercial success and failure
  29. 29. SEO top tips SEO tactics1. Search engine results are ads 6. Quality backlink diversity2. Be consistent and relevant 7. Outbound links matter3. Localise your content 8. Be social4. Link text must work out-of-context 9. Get listed locally5. Keep your content fresh 10. Make sure your site is fast
  30. 30. Social media optimisation tactics SMO tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engineoptimisation (SEO) Social media Social media Social mediaoptimisation (SMO) optimisation (SMO) optimisation (SMO)
  31. 31. Social media fundamentals SMO tacticsBe active in social media, push and pullcontent to/from social media channels andencourage user generated content
  32. 32. Be active, friendly and genuine SMO tactics Social media promoted on site Branded social media Facebook, Youtube & Twitter Informative, relevant, and constant dialogue Facebook “like-gate” Can not share content from site Performance against core strategies Reach Convert Retain
  33. 33. Takeaways
  34. 34. Goal tactics Review your website goals and ask yourself if there are missed opportunities for the website to help your business Display contact information on all website pages Measure website performance and user interactions – Google Analytics is highly effective and a great free tool Capture email addresses for email marketing at every data capture touchpoint Include a privacy policy on website that explains clearly what data is captured by the website, who it is used and how the user can be removed from any marketing database Make call-to-actions for investor enquiries, membership, events and contact requests clearly visible across the website
  35. 35. Content tactics Use photography and video to promote your products, services and events Align page content with photography used Ensure that content can be printed, downloaded as a PDF and also available online Include third party certifications Promote new and updated content and remove old content as soon as it lacks relevancy Spell check and proof read your content before publication Create content for your target audiences eg., “conferences” and “demonstrations” Cross-sell content across the site
  36. 36. Usability tactics Navigation controls should use different colours and styles indicate when selected or activated For sites that include sub-pages, always have a breadcrumbs trail All call-to-actions (secondary, primary and tertiary) should use clear language and styling Utilise link descriptions to provide tool tips that aid the user journey and set user expectations On data capture forms, ensure that mandatory fields are clearly indicated and that any field that fails error validation is highlighted When linking to external sites and/or PDF files ensure that they launch in a new browser window Use imagery (eg., embedded maps on contact pages) to help provide context and clarity to content On large sites provide a site wide free text search
  37. 37. Branding tactics Implement your brand so that it reflects the credibility and reputation of your business Your website design should consider fonts, styles and colour palletes holistically and should not be limited to the logo Your social media channel branding needs to reflect your website design and branding Brand both your 404 “missing page” and browser tab/bookmark favicons Use the same tone of voice for your website copy as you do for social media channel communications Use photography that shows off your products, philosophy and innovation in situ ie., with real examples Reward your customers for their custom with useful content and initiatives that encourage repeat visits [JA]
  38. 38. Search engine optimisation tactics (1 of 2) Google listings are ads - all your pages need unique page titles and descriptions with the page description expanding upon and substantiating the page title Relevancy - our page title and primary page header need to be tightly aligned and use the same keywords Link text - ensure that all your internal links are verbose and make sense out of-context Quality backlink diversity - get your business talked about within a range of industry blogs, societies, universities and local/national press with backlinks to your site Outbound links - be generous with your links and link out to other sites within your content Content freshness - create content on a regular basis that people will find useful, discuss and link to
  39. 39. Search engine optimisation tactics (2 of 2) Social signals - engage with people on social media channels and publish links to your content on these channels Get local – register your business with Google Places, Bing for Business and Yahoo Local and include local keywords in your content Speed matters – make sure your site loads quickly
  40. 40. Social media optimisation tactics (1 of 2) Start with Twitter and LinkedIn – then consider other channels such as Facebook and Youtube Brand your social media channels Use social media to engage with those influential in your industry eg., medical industry bloggers Be active! Engage with people every day Post information about your products and services on LinkedIn Integrate Twitter feeds on to your website Provide content sharing facilities on your website to allow sharing content via email & social media If you have a blog – allow this to be syndicated via RSS and encourage people to comment upon your posts
  41. 41. Social media optimisation tactics (2 of 2) Be generous - give back to those who interact and share your content Youre human - communicate like one and do not hide behind a brand name Post information about your products and services on LinkedIn Include shortened links (ie., http://bit.ly) whenever you can in your posts on Twitter Link your Twitter and LinkedIn social media channels - one tweet can then get published in 3 places if you have integrated a Twitter feed on your website! Don’t link Twitter to Facebook – instead use Facebook’s wall to post different and longer updates that offered by Twitter’s 140 character limit Create Facebook pages and not groups and claim your Facebook vanity URL (ie., web address) such as http://www.facebook.com/obergine.agency by getting 25 followers ASAP – ask your friends, families, colleagues and staff!
  42. 42. Any questions?
  43. 43. Thank youIf you have any questions or wish to discuss your digital or print marketing activities with Obergine,please contact us using the details below. Jeremy Anderson Obergine Mob: +44 (0)7718 781189 The Jam Factory Tel: +44 (0)1865 245777 27 Park End Street Email: info@obergine.com Oxford OX1 1HU Web: http://www.obergine.com United Kingdom Twitter: http://twitter.com/obergine Facebook: http://facebook.com/obergine.agency

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