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FFEA 2016 -10 Website Mistakes Even Great Marketers Can Make

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10 website mistakes even great marketers can make

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FFEA 2016 -10 Website Mistakes Even Great Marketers Can Make

  1. Jessica Bybee-Dziedzic | Saffire 10 WEBSITE MISTAKES EVEN GREAT MARKETERS CAN MAKE
  2. SOMETHING BUT WAS MISSING
  3. HELP MORE PEOPLE! We wanted to
  4. Beautiful, Unique Designs
  5. PRINT-AT-HOME TICKETS
  6. SCANNING PRE-SOLD TICKETS
  7. OR SELL AT THE GATE
  8. CLIENT PORTFOLIO OVER 200 CLIENTS!
  9. WE’LL SEND THE SLIDES IF YOU LEAVE YOUR BUSINESS CARD!
  10. WHAT MAKES A GOOD WEBSITE?
  11. MOBILE-FRIENDLY FUN EASY TO NAVIGATE INFORMATIVE GOOD PHOTOS QUICK-LOADING WELL BRANDED
  12. 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
  13. SITE WIDTH & ALIGNMENT
  14. SITE WIDTH & ALIGNMENT
  15. DESKTOP MONITORS 1997 2016
  16. 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?
  17. THE LONG TAIL
  18. 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
  19. www.google.com/trends Type in any word, find out the trends and search history of that term!
  20. 3. CREATIVE SITE NAVIGATION • A place to watch “design over function” • If there is a place to keep it simple, this is it! • Your map to your content
  21. JUST F IT.
  22. 4. FORGET THE FAVICON Normal Day!
  23. 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.
  24. 5. NEVER CHANGE YOUR CONTENT 1. Visit 2. Visit with same content 3. Never visit again
  25. CHANGE YOUR WEBSITE If you update your Facebook page
  26. 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.
  27. SERIOUS OFFENDER: OLD EVENT DATES
  28. 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
  29. IMPORTANCE OF WEB ACTIONS OLD WEBSITES NEW WEBSITES
  30. COPY FACEBOOK
  31. TWITTER DID!
  32. 7. FORGET ABOUT ONLINE SALES
  33. MULTIPLE BUY OPTIONS
  34. BUY FROM ANY PAGE
  35. CREATE CUSTOMER CONFIDENCE
  36. 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!
  37. GOOGLE LOVES MOBILE
  38. MOBILE STATS
  39. 9. FORGET ABOUT EMAIL SIGNUP Not Cool: Email seems lame compared to social media Cool: It’s the most successful tactic!
  40. Most Cost-Effective Top Revenue Generator Fastest Results
  41. YOU OWN THE DATA
  42. EVERY PAGE!
  43. 10. FEATURE TEXT INSTEAD OF PHOTOS OR VIDEO Engagement per follower is 58 times higher on Instagram than on Facebook.
  44. 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
  45. PHOTO ALBUMS
  46. 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
  47. APPEALS TO MILLENNIALS 4 BILLION videos are watched every DAY on YouTube • 18 - 49 year olds watch more YouTube than any cable TV network.
  48. • 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
  49. 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!
  50. 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%
  51. 11. BONUS: IGNORE YOUR ANALYTICS What should you watch? • Google Analytics • Facebook post analytics • Email opens & click-throughs
  52. YOU’RE NOT MARKETING! If you’re not measuring,
  53. FACEBOOK ADS
  54. EMAILS • Test layouts and content • (Almost) always include more than one topic. • The things people care about will shock you!
  55. GOOGLE ANALYTICS - LOCATION • What are you doing to make strong places strong? What could you do to increase areas you wish were strong?
  56. GOOGLE ANALYTICS - MOST VIEWED • How can I make those pages serve me better?
  57. Don’t forget to drop off your business cards.
  58. THANK YOU! Jessica Bybee-Dziedzic jessica@saffire.com www.saffire.com

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