SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.
SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.
Successfully reported this slideshow.
Activate your 14 day free trial to unlock unlimited reading.
FFEA 2016 -10 Website Mistakes Even Great Marketers Can Make
1. BUILD WITH OLD PROGRAMS
• Flash breaks on iPads and sometimes computers too—ditch it! • Programming languages change • Social media outlets change their plug-ins
2. BE INVISIBLE TO GOOGLE
Most people that search for your event name are going to find your website. What about other things they type? • What keywords are strong? • How can you use keywords to get a better ranking on Google?
LONG TAIL WORDS • More
descriptive = fewer searches = more likely to find you • More descriptive = more interest in you anyway! • More descriptive = costs less if you advertise • EX: Family fun, music festival, animal exhibits
FAVICON IMPORTANCE Users (especially a
younger audience, opening multiple pages in rapid-fire succession as a way to remember the items on those pages and revisit them at a later time.
SERIOUS OFFENDER: NEWS & BLOG
• If you have them, keep them updated • Pro tip: Don’t say how often you're going to publish. A “once a month” newsletter is a surefire way to be behind.
6. FORGET ANY CALLS TO
ACTION What’s the action for someone visiting your site? SMALL • Listen to Music • View Photos/Videos BIG • Sign up for your email list • Buy tickets
8. DISREGARD MOBILE If you:
• Send email (something people check on their phone!) • Post Facebook ads (something people check on their phone!) • Sell Online • Have a website YOU MUST BE MOBILE!
10. FEATURE TEXT INSTEAD OF
PHOTOS OR VIDEO Engagement per follower is 58 times higher on Instagram than on Facebook.
DOES IT REALLY MATTER? PHOTOS:
• Provide a personal connection to your event and your brand • Evoke desire to “do what they’re doing” • Allow visitors to virtually experience your event all year long
Visitors will engage with your
site if they’re watching videos or listening to music! • Video brings an average of 3 times more visitors to your site per month • Organic search traffic increases by 157% • The average website visitor spends 88% longer on sites with video VIDEO
APPEALS TO MILLENNIALS 4 BILLION
videos are watched every DAY on YouTube • 18 - 49 year olds watch more YouTube than any cable TV network.
• Use an eye catching
thumbnail to encourage more clicks - Use what you just learned about photos! • Film “behind-the-scenes” with performers, event organizers etc. • Tour of the grounds videos can be fun and informative! VIDEO TIPS
SHORT AND SWEET Use what
social media has taught us about video. • Vine – 6 seconds • Instagram Video 15 seconds – outperforms Vine • On Facebook, videos can be any length but they automatically play as you scroll past, so first few seconds must be compelling!
VIDEO REFERENCES IN EMAIL Using
the word “video” in an email subject line: • BOOST open rates 19% • INCREASE click-through rates by 65% • REDUCES unsubscribes by 26%
11. BONUS: IGNORE YOUR ANALYTICS
What should you watch? • Google Analytics • Facebook post analytics • Email opens & click-throughs