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Customer centric web design for
successful Inbound Marketing
September 8th, 2016 - Amsterdam Meetup #5 #HUGAmsterdam
Brandsensations
Inbound Marketing Strategies
Growth-Driven Design
Social Media Strategies
Founded in 2011 / Viersen, Germany
HubSpot Partner
Hootsuite Partner
Hootsuite Ambassador in DE
Influitive Partner
Focused on:
Interior Design
Lifestyle
Marketing Agencies
Non-Profit Organizations
08.09.2016 Brandsensations | Inbound Marketing Strategies 2
François Benner
francois.benner@brandsensations.com
www.brandsensations.com
@brandsensations
Agenda
08.09.2016 Brandsensations | Inbound Marketing Strategies 3
► 5 Reasons for a new website
► Inbound Marketing 101
► Website development
► UX / Customer centric web design
► Website structure
► Growth-Driven Design
► Current web design trends
Time for a new home for your online content!
08.09.2016 Brandsensations | Inbound Marketing Strategies 4
5 reasons for a new website
- Current website is older than 3 years
- SEO optimization
- User Experience (UX) optimization
- Outdated design
- Inbound Marketing Strategy implementation
for online lead generation
> Your website is the anchor of your Inbound Marketing Strategy!
08.09.2016 Brandsensations | Inbound Marketing Strategies 5
Buyer‘s Journey
08.09.2016 Brandsensations | Inbound Marketing Strategies 6
> 60%
Inbound Marketing Methodology
08.09.2016 Brandsensations | Inbound Marketing Strategies 7
First steps: your goal
What is your main goal?
- Increasse awareness?
- Generate leads?
- Qualify leads?
- Convert leads to customers?
> Set a S.M.A.R.T. goal!
Example: „ We want to increase the website traffic from
3.000 to 8.000 until March 31st, 2017“
08.09.2016 Brandsensations | Inbound Marketing Strategies 8
First steps: your Buyer Persona(s)
Semi-fictional person who describe your ideal
customer:
- Their challenges and life goal
- Where they get their information and which
kind of content they like most
- Their daily problems and pain points
Then you will:
- be better found by these persons
- offer relevant content
- earn trust and be able to build a relationship
08.09.2016 Brandsensations | Inbound Marketing Strategies 9
First Steps: USP (Unique Selling Proposition)
Once you defined your buyer persona you will have to define your USP.
Advantages:
- Offer better fitting solutions to your leads
- Differentiation from your competitors
- Strengthen your market position
- Development of relevant content
08.09.2016 Brandsensations | Inbound Marketing Strategies 10
Second Step: Structure of the website
The structure of your website is like a ground plan, showing
how it is planned to work.
08.09.2016 Brandsensations | Inbound Marketing Strategies 11
Bibliothek
UX User Experience
Always have the buyer persona in mind
while planning the website and its content.
You build the website for your visitor / lead /
customer. Not for you.
Function, then Design.
08.09.2016 Brandsensations | Inbound Marketing Strategies 12
Customer Centric Web Design
08.09.2016 Brandsensations | Inbound Marketing Strategies 13
Golden Rule of Web Design:
„Tell me where to click.“
You need to develop first the website
structure.
Build your website with a visible path.
Always guide your visitor to the next
action with link or CTAs.
Seth‘s Blog: „The first rule of Webdesign“
http://sethgodin.typepad.com/seths_blog/2015/02/the-first-rule-of-web-
design.html
Customer Centric Web Design
08.09.2016 Brandsensations | Inbound Marketing Strategies 14
Front Page Example
USP: not only web design but sales focused websites >
2 different offers for the different stages
of the buyer‘s journey >
Testimonial increase trust >
Always try to answer at once the visitor question:
„What‘s in it for ME?“
08.09.2016 Brandsensations | Inbound Marketing Strategies 15
Front Page („Home“)
08.09.2016 Brandsensations | Inbound Marketing Strategies 16
► First impression counts (ZMOT*)
► Am I at the right place?
► Show your USP!
► Clear Navigation
► Don‘t forget to list your Social Media
„Follow me“ icons throughout the whole
website (header or footer)
* Zero Moment Of Truth
Blog
► Your blog is your most important SEO
element of your website!
► Ranking: Google love fresh and relevant
content
► Time on site
► Tone of voice: there are so many blogs…
Be different. Don’t write neutral texts.
08.09.2016 Brandsensations | Inbound Marketing Strategies 17
Heuvel Marketing Website: https://www.heuvelmarketing.com/blog
SEO
On-Page SEO:
The 9 most important elements on EACH of your
pages!
► Keywords – Use Long Tail Keywords !!!
► Page title
► Meta description (shown on SERP Search Engine
Result Pages)
► URL
► H1 Tag
► Page content (Text)
► Call to action
► Internal links
► Pictures (File name and ALT Text)
08.09.2016 Brandsensations | Inbound Marketing Strategies 18
Off-Page SEO: Link building (Backlinks)
► Domain authority matters!
Product / Services
08.09.2016 Brandsensations | Inbound Marketing Strategies 19
► Always start with your most important
service or product
► UX matters
► Information is easy to find
► Search field
► Resource page for your content
Conversion may start from here too
About us
08.09.2016 Brandsensations | Inbound Marketing Strategies 20
► 3rd most visited page
► Who are the people behind the brand?
► Where is the company located?
► What is their vision?
► All this information helps you building a
relationship with the visitor.
► Don‘t exagerate!
Social Media – Not an option but a necessity
08.09.2016 Brandsensations | Inbound Marketing Strategies 21
Interaktive Infografik: http://pennystocks.la/internet-in-real-time
Social Media
08.09.2016 Brandsensations | Inbound Marketing Strategies 22
► Spread your content
► Build your network / community
► Real-time interactions
► Monitoring of your brand / products
► Market research / trends
► Always remain authentic
► No more B2B or B2C. It‘s H2H.
H2H. Human to Human.
Online Conversion Path
Blog / Web Page > Call to action > Landing Page with form > Thank You Page > Next Action
08.09.2016 Brandsensations | Inbound Marketing Strategies 23
Online Conversion Path
Blog / Web Page > Call to action > Landing Page with form > Thank You Page > Next Action
08.09.2016 Brandsensations | Inbound Marketing Strategies 24
Growth-Driven Design
08.09.2016 Brandsensations | Inbound Marketing Strategies 25
Website Redesign:
How long will stay
your website
offline?
Growth-Driven Design
08.09.2016 Brandsensations | Inbound Marketing Strategies 26
Growth-Driven Design (GDD) means:
► Quick start
► Budget control
► Optimization of investitions
► Website is always online and up to date
► Agile approach
Bildquelle: www.growthdrivendesign.comhttp://www.impactbnd.com/blog/whats-growth-driven-design
Current Web Design Trends
08.09.2016 Brandsensations | Inbound Marketing Strategies 27
Big pictures or background videos
Current Web Design Trends
08.09.2016 Brandsensations | Inbound Marketing Strategies 28
http://wearemammoth.com
Clean navigation
Plenty of white space
Current Web Design Trends
08.09.2016 Brandsensations | Inbound Marketing Strategies 29
https://www.hubspot.de
Flat call-to-action buttons
Long pages
Current Web Design Trends
08.09.2016 Brandsensations | Inbound Marketing Strategies 30
Mobile first: a responsive
website is a must!
Analytics / KPI / Reports
Important: don‘t analyse everything! Focus on the KPI (Key Performance Indicators) which make sense for you.
ROI calculation is only possible if you perform your analytics on a regular basis.
08.09.2016 Brandsensations | Inbound Marketing Strategies 31
Analytics Dashboard: Marketing Performance – Leads – Traffic – Blogs – CTA and Landing Pages – Contacts – Social Media …
Key Takeaways
► Your website shouldn‘t just be an online services directory of your company but your best sales person!
► Implement Inbound Marketing Strategies together with an optimized website for ongoing online lead
generation and lead qualification.
► Golden rule of web design: „Tell me where to click.“
► Use a CMS. Modern websites have to be responsive.
► User first: UX matters for success.
► Don‘t forget to include the costs for Content and Social Media in your Inbound Marketing Budget.
08.09.2016 Brandsensations | Inbound Marketing Strategies 32
08.09.2016 Brandsensations | Inbound Marketing Strategies 33
Questions?
Growth-Driven Design
Inbound Marketing
and Social Media
Strategies
Brandsensations
Inbound Marketing Strategies
François Benner
Rudolph-Ulrich-Str. 4
41751 Viersen, Germany
T +49 171 644 78 79
www.brandsensations.com
E francois.benner@brandsensations.com
certified partner

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Customer centric web design for successful Inbound Marketing

  • 1. Customer centric web design for successful Inbound Marketing September 8th, 2016 - Amsterdam Meetup #5 #HUGAmsterdam
  • 2. Brandsensations Inbound Marketing Strategies Growth-Driven Design Social Media Strategies Founded in 2011 / Viersen, Germany HubSpot Partner Hootsuite Partner Hootsuite Ambassador in DE Influitive Partner Focused on: Interior Design Lifestyle Marketing Agencies Non-Profit Organizations 08.09.2016 Brandsensations | Inbound Marketing Strategies 2 François Benner francois.benner@brandsensations.com www.brandsensations.com @brandsensations
  • 3. Agenda 08.09.2016 Brandsensations | Inbound Marketing Strategies 3 ► 5 Reasons for a new website ► Inbound Marketing 101 ► Website development ► UX / Customer centric web design ► Website structure ► Growth-Driven Design ► Current web design trends
  • 4. Time for a new home for your online content! 08.09.2016 Brandsensations | Inbound Marketing Strategies 4
  • 5. 5 reasons for a new website - Current website is older than 3 years - SEO optimization - User Experience (UX) optimization - Outdated design - Inbound Marketing Strategy implementation for online lead generation > Your website is the anchor of your Inbound Marketing Strategy! 08.09.2016 Brandsensations | Inbound Marketing Strategies 5
  • 6. Buyer‘s Journey 08.09.2016 Brandsensations | Inbound Marketing Strategies 6 > 60%
  • 7. Inbound Marketing Methodology 08.09.2016 Brandsensations | Inbound Marketing Strategies 7
  • 8. First steps: your goal What is your main goal? - Increasse awareness? - Generate leads? - Qualify leads? - Convert leads to customers? > Set a S.M.A.R.T. goal! Example: „ We want to increase the website traffic from 3.000 to 8.000 until March 31st, 2017“ 08.09.2016 Brandsensations | Inbound Marketing Strategies 8
  • 9. First steps: your Buyer Persona(s) Semi-fictional person who describe your ideal customer: - Their challenges and life goal - Where they get their information and which kind of content they like most - Their daily problems and pain points Then you will: - be better found by these persons - offer relevant content - earn trust and be able to build a relationship 08.09.2016 Brandsensations | Inbound Marketing Strategies 9
  • 10. First Steps: USP (Unique Selling Proposition) Once you defined your buyer persona you will have to define your USP. Advantages: - Offer better fitting solutions to your leads - Differentiation from your competitors - Strengthen your market position - Development of relevant content 08.09.2016 Brandsensations | Inbound Marketing Strategies 10
  • 11. Second Step: Structure of the website The structure of your website is like a ground plan, showing how it is planned to work. 08.09.2016 Brandsensations | Inbound Marketing Strategies 11 Bibliothek
  • 12. UX User Experience Always have the buyer persona in mind while planning the website and its content. You build the website for your visitor / lead / customer. Not for you. Function, then Design. 08.09.2016 Brandsensations | Inbound Marketing Strategies 12
  • 13. Customer Centric Web Design 08.09.2016 Brandsensations | Inbound Marketing Strategies 13 Golden Rule of Web Design: „Tell me where to click.“ You need to develop first the website structure. Build your website with a visible path. Always guide your visitor to the next action with link or CTAs. Seth‘s Blog: „The first rule of Webdesign“ http://sethgodin.typepad.com/seths_blog/2015/02/the-first-rule-of-web- design.html
  • 14. Customer Centric Web Design 08.09.2016 Brandsensations | Inbound Marketing Strategies 14 Front Page Example USP: not only web design but sales focused websites > 2 different offers for the different stages of the buyer‘s journey > Testimonial increase trust > Always try to answer at once the visitor question: „What‘s in it for ME?“
  • 15. 08.09.2016 Brandsensations | Inbound Marketing Strategies 15
  • 16. Front Page („Home“) 08.09.2016 Brandsensations | Inbound Marketing Strategies 16 ► First impression counts (ZMOT*) ► Am I at the right place? ► Show your USP! ► Clear Navigation ► Don‘t forget to list your Social Media „Follow me“ icons throughout the whole website (header or footer) * Zero Moment Of Truth
  • 17. Blog ► Your blog is your most important SEO element of your website! ► Ranking: Google love fresh and relevant content ► Time on site ► Tone of voice: there are so many blogs… Be different. Don’t write neutral texts. 08.09.2016 Brandsensations | Inbound Marketing Strategies 17 Heuvel Marketing Website: https://www.heuvelmarketing.com/blog
  • 18. SEO On-Page SEO: The 9 most important elements on EACH of your pages! ► Keywords – Use Long Tail Keywords !!! ► Page title ► Meta description (shown on SERP Search Engine Result Pages) ► URL ► H1 Tag ► Page content (Text) ► Call to action ► Internal links ► Pictures (File name and ALT Text) 08.09.2016 Brandsensations | Inbound Marketing Strategies 18 Off-Page SEO: Link building (Backlinks) ► Domain authority matters!
  • 19. Product / Services 08.09.2016 Brandsensations | Inbound Marketing Strategies 19 ► Always start with your most important service or product ► UX matters ► Information is easy to find ► Search field ► Resource page for your content Conversion may start from here too
  • 20. About us 08.09.2016 Brandsensations | Inbound Marketing Strategies 20 ► 3rd most visited page ► Who are the people behind the brand? ► Where is the company located? ► What is their vision? ► All this information helps you building a relationship with the visitor. ► Don‘t exagerate!
  • 21. Social Media – Not an option but a necessity 08.09.2016 Brandsensations | Inbound Marketing Strategies 21 Interaktive Infografik: http://pennystocks.la/internet-in-real-time
  • 22. Social Media 08.09.2016 Brandsensations | Inbound Marketing Strategies 22 ► Spread your content ► Build your network / community ► Real-time interactions ► Monitoring of your brand / products ► Market research / trends ► Always remain authentic ► No more B2B or B2C. It‘s H2H. H2H. Human to Human.
  • 23. Online Conversion Path Blog / Web Page > Call to action > Landing Page with form > Thank You Page > Next Action 08.09.2016 Brandsensations | Inbound Marketing Strategies 23
  • 24. Online Conversion Path Blog / Web Page > Call to action > Landing Page with form > Thank You Page > Next Action 08.09.2016 Brandsensations | Inbound Marketing Strategies 24
  • 25. Growth-Driven Design 08.09.2016 Brandsensations | Inbound Marketing Strategies 25 Website Redesign: How long will stay your website offline?
  • 26. Growth-Driven Design 08.09.2016 Brandsensations | Inbound Marketing Strategies 26 Growth-Driven Design (GDD) means: ► Quick start ► Budget control ► Optimization of investitions ► Website is always online and up to date ► Agile approach Bildquelle: www.growthdrivendesign.comhttp://www.impactbnd.com/blog/whats-growth-driven-design
  • 27. Current Web Design Trends 08.09.2016 Brandsensations | Inbound Marketing Strategies 27 Big pictures or background videos
  • 28. Current Web Design Trends 08.09.2016 Brandsensations | Inbound Marketing Strategies 28 http://wearemammoth.com Clean navigation Plenty of white space
  • 29. Current Web Design Trends 08.09.2016 Brandsensations | Inbound Marketing Strategies 29 https://www.hubspot.de Flat call-to-action buttons Long pages
  • 30. Current Web Design Trends 08.09.2016 Brandsensations | Inbound Marketing Strategies 30 Mobile first: a responsive website is a must!
  • 31. Analytics / KPI / Reports Important: don‘t analyse everything! Focus on the KPI (Key Performance Indicators) which make sense for you. ROI calculation is only possible if you perform your analytics on a regular basis. 08.09.2016 Brandsensations | Inbound Marketing Strategies 31 Analytics Dashboard: Marketing Performance – Leads – Traffic – Blogs – CTA and Landing Pages – Contacts – Social Media …
  • 32. Key Takeaways ► Your website shouldn‘t just be an online services directory of your company but your best sales person! ► Implement Inbound Marketing Strategies together with an optimized website for ongoing online lead generation and lead qualification. ► Golden rule of web design: „Tell me where to click.“ ► Use a CMS. Modern websites have to be responsive. ► User first: UX matters for success. ► Don‘t forget to include the costs for Content and Social Media in your Inbound Marketing Budget. 08.09.2016 Brandsensations | Inbound Marketing Strategies 32
  • 33. 08.09.2016 Brandsensations | Inbound Marketing Strategies 33 Questions?
  • 34. Growth-Driven Design Inbound Marketing and Social Media Strategies Brandsensations Inbound Marketing Strategies François Benner Rudolph-Ulrich-Str. 4 41751 Viersen, Germany T +49 171 644 78 79 www.brandsensations.com E francois.benner@brandsensations.com certified partner