Smart Websites & Tools

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  • http://www.wpt.org
  • http://royalandfederal.files.wordpress.com
  • http://rtpca.convio.net
  • http://www.careerrevolution.co.uk
  • http://30tocure30.files.wordpress.com
  • http://media.photobucket.com
  • http://www.toddalder.com
  • http://www.bostonherald.com
  • http://www.bridgeandtunnelclub.com
    http://media.canada.com
  • http://www.bridgeandtunnelclub.com
    http://media.canada.com
  • http://www.viperstrike.com
  • http://api.ning.com
  • Solution
    created a more prominent Intouch CTA - larger image and text
    enlarged images of people - close-up photos are more powerful and persuasive
  • roundroundworld
    http://media.photobucket.com
  • http://www.growingwell.co.uk
  • http://travel.webshots.com
  • Smart Websites & Tools

    1. 1. Smart Website & Smart Tools
    2. 2. http://www.wpt.org
    3. 3. Why do it myself? http://www.wpt.org
    4. 4. First: Because you can!
    5. 5. http://royalandfederal.files.wordpress.com
    6. 6. http://royalandfederal.files.wordpress.com Second:You’re the Expert!
    7. 7. http://rtpca.convio.net
    8. 8. Third: No one is faster than you! http://rtpca.convio.net
    9. 9. Last: You have the control
    10. 10. Content Management System (CMS) C = Create content yourself M = Manage the content yourself S = Simple to do
    11. 11. There are lots of CMS Products
    12. 12. http://www.careerrevolution.co.uk
    13. 13. Which CMS fits best? http://www.careerrevolution.co.uk
    14. 14. A few things to consider when choosing Open Source (GPL) vs. Commercial or Subscription based Functionality - what do you want the site to do for you Your web designer/developers CMS experience
    15. 15. http://30tocure30.files.wordpress.com
    16. 16. What else can a CMS do? http://30tocure30.files.wordpress.com
    17. 17. Just a few features Photo Gallery eCommerce Directories Blog Reservation Management Forums Real Estate Listing Management Multi-lingual Contact Relationship Management (CRM)
    18. 18. http://media.photobucket.com
    19. 19. What about design? http://media.photobucket.com
    20. 20. http://www.toddalder.com
    21. 21. It’s like building a house http://www.toddalder.com
    22. 22. Strategy One Custom Design ‣ Work with your designer/developer to create custom templates that meet your functional and brand requirements
    23. 23. Strategy One Custom Design ‣ Work with your designer/developer to create custom templates that meet your functional and brand requirements Pros ✓ Your brand and functional requirements are easily achieved ✓ Unique online brand
    24. 24. Strategy One Custom Design ‣ Work with your designer/developer to create custom templates that meet your functional and brand requirements Pros ✓ Your brand and functional requirements are easily achieved ✓ Unique online brand Cons • More expensive design / development costs
    25. 25. Strategy Two Pre-built Template ‣ Use a pre-built template and rebrand to your company needs
    26. 26. Strategy Two Pre-built Template ‣ Use a pre-built template and rebrand to your company needs Pros ✓ Cost effective ✓ Sometimes useful tools built into templates
    27. 27. Strategy Two Pre-built Template ‣ Use a pre-built template and rebrand to your company needs Pros ✓ Cost effective ✓ Sometimes useful tools built into templates Cons • Functionality usually fits but not guaranteed • Non-unique online brand
    28. 28. Something Important to Remember Always Form and Function
    29. 29. Direct Email for Small and Medium Business
    30. 30. http://www.bostonherald.com
    31. 31. Why Send Direct Email? http://www.bostonherald.com
    32. 32. Low cost Measurable Build and maintain customer relationships Highly Targeted Branded
    33. 33. Direct Marketing Association = http://www.bridgeandtunnelclub.com, http://media.canada.com
    34. 34. Cost Effectiveness of Email Marketing = http://www.bridgeandtunnelclub.com, http://media.canada.com $1 Buy = $48 ROI Direct Marketing Association
    35. 35. http://www.flickr.com/photos/garryknight
    36. 36. Does Anyone Read Email? http://www.flickr.com/photos/garryknight
    37. 37. Beyond the Click: The Indirect Value of Email
    38. 38. Do People Actually Read this Stuff? Beyond the Click: The Indirect Value of Email
    39. 39. Do People Actually Read this Stuff? Beyond the Click: The Indirect Value of Email
    40. 40. Do People Actually Read this Stuff? Beyond the Click: The Indirect Value of Email
    41. 41. Do People Actually Read this Stuff? Beyond the Click: The Indirect Value of Email
    42. 42. Do People Actually Read this Stuff? Beyond the Click: The Indirect Value of Email
    43. 43. People want to hear from you
    44. 44. http://www.viperstrike.com
    45. 45. Why use an Email Service Provider? http://www.viperstrike.com
    46. 46. Improved Deliverability (SPAM) Email Service Providers (ESPs) have relationships with major Internet Service Providers (ISPs). ESPs provide tools to create, manage, and measure your newsletter campaigns and contact lists. Sender ID and SPF compliance.
    47. 47. Factors that Effect Deliverability SPAM Score Contact List Maintenance White and Black Lists Email Design Message Content (including subject lines)
    48. 48. http://api.ning.com
    49. 49. Email Design http://api.ning.com
    50. 50. Business-to-Consumer • Mostly images = 7.1% • All text = 4.7% • Mostly text = 5.3% • Equal text/images = 6.3% Business-to-Business • All text = 5.4% • Mostly text = 4.8% • Equal text/images = 3.5%
    51. 51. roundroundworld http://media.photobucket.com
    52. 52. Poor Content roundroundworld http://media.photobucket.com
    53. 53. http://www.growingwell.co.uk
    54. 54. Organic List Growth http://www.growingwell.co.uk
    55. 55. Growing your Contact List You’re an expert at something • write about a helpful service or product that you are an expert at and make it a PDF available upon newsletter subscription (ie. 10-Step Guide to...).
    56. 56. Growing your Contact List You’re an expert at something • write about a helpful service or product that you are an expert at and make it a PDF available upon newsletter subscription (ie. 10-Step Guide to...). Advertise yourself Offline • through print advertising promote the value of your newsletters and point the URL to your signup page.
    57. 57. Growing your Contact List You’re an expert at something • write about a helpful service or product that you are an expert at and make it a PDF available upon newsletter subscription (ie. 10-Step Guide to...). Advertise yourself Offline • through print advertising promote the value of your newsletters and point the URL to your signup page. Strong Website Call-to-Actions • have prominent areas on your site that allow users to either instantly provide their email address or link to a newsletter signup page.
    58. 58. Growing your Contact List You’re an expert at something • write about a helpful service or product that you are an expert at and make it a PDF available upon newsletter subscription (ie. 10-Step Guide to...). Advertise yourself Offline • through print advertising promote the value of your newsletters and point the URL to your signup page. Strong Website Call-to-Actions • have prominent areas on your site that allow users to either instantly provide their email address or link to a newsletter signup page. Social Media • promote the value of your newsletters on Twitter, Facebook, Linkedin with direct links to your signup page.
    59. 59. http://travel.webshots.com
    60. 60. Buy Traffic not Lists http://travel.webshots.com
    61. 61. Use Pay-Per-Click (PPC) Use Pay-Per-Click (PPC) advertising to promote your offering and point it towards your newsletter signup page.
    62. 62. Closing Tips on Email Marketing
    63. 63. Closing Tips on Email Marketing Use an Email Service Provider
    64. 64. Closing Tips on Email Marketing Use an Email Service Provider Be Conscience of Deliverability
    65. 65. Closing Tips on Email Marketing Use an Email Service Provider Be Conscience of Deliverability Maintain Relevant Content and Good Design
    66. 66. Closing Tips on Email Marketing Use an Email Service Provider Be Conscience of Deliverability Maintain Relevant Content and Good Design Grow and Maintain your Contact Lists
    67. 67. Thank You

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