WCR Santa Clara Tech Talk 2015

Advice
on
how
to
build
an
effective
web
strategy.
Web
&
Digital
Marketing

Consumer
Trends
2015

Meet
Wallace
Director
at
Baynet
Technologies
since
2008

Consultant
for
Web,
Marketing
and
Business

Development
Strategies

Core
understanding
of
User
Experience

Developed
hundreds
of
websites,
blogs,
and

marketing
collateral

Let’s
talk.
Identifying
your
target
market

SWOT
Analysis

Meet
Mary
Meeker
of
KPCB

2015
vs
2014
Internet
consumption
stats

Responsive
v.
Mobile

Web
Design:
Flat
or
Real
Design

One
Pagers

Effective
Messaging

About
Baynet
Technologies

Fin

Target
Market
Home
Owner?

Young
Couple?

Empty
Nester?

Works
in
Tech?

Dog
Owner?

Educated?

Target
Market
–
Action
Items
Look
at
your
current
clients

Check
out
your
competition

Analyze
your
product
or
service
–
4
P’s
of
Marketing

¤ Product

¤ Price

¤ Place

¤ Promotion

Choose
a
specific
demographic

¤ Age

¤ Location

¤ Gender

¤ Income

¤ Education
Level

¤ Marital
or
Family
status

¤ Occupation

¤ Ethnic
Background

Target
Market
–
Action
Items
Consider
the
psychographics
of
your
clients

¤ Personality

¤ Attitudes

¤ Values

¤ Interests
or
Hobbies

¤ Lifestyles

¤ Behavior

Evaluate
your
decision

¤ Are
there
enough
people
that
meet
my
criteria?

¤ Will
my
target
market
really
benefit
from
my
services?

¤ Will
my
target
market
see
a
need
for
my
services?

¤ Do
I
understand
what
drives
my
target
market
to
make
decisions?

¤ Can
I
reach
them
with
my
message?

SWOT
Analysis
–
Action
Item
Discover

¤ Strengths

¤ Weaknesses

Identify

¤ Opportunities

¤ Threats

Create
Action
Items

Mary
Meeker
Mary
Meeker
is
an
American
venture
capitalist
and

former
Wall
Street
securities
analyst.
Her
primary

work
is
on
Internet
and
new
technologies.
She
is
a

partner
at
the
Silicon
Valley
venture
capital
firm

Kleiner
Perkins
Caufield
&
Byers.

2015
Consumer
Internet
Trends

2015
Consumer
Internet
Trends
1. Strong,
but
slowing
growth
in
Mobile

2. Average
3
hours
a
day
on
mobile
vs.
<
1hr
five-‐years
ago

3. 55%
on
mobile
2015,
52%
on
mobile
in
2013,
50%
in
2012

4. Biggest
driver
=
Video
&
Images

5. Payments

6. Total
spend
on
Internet
Ads
=
$50B,
of
which
Mobile

Ads
=

$13B

7. Observations
about
online
innovation
in
China

2014
Consumer
Internet
Trends
20%
growth
y-‐o-‐y
smartphone
subscribers
in
China,
India,
Brazil
and

Indonesia

52%
growth
y-‐o-‐y
in
tablets
globally

81%
growth
y-‐o-‐y
in
mobile
data
consumption,
videos
being
a
strong

driver.

25%
of
the
United
States
only
consume
Internet
via
Mobile

26%
of
emails
are
opened
on
Mobile
in
the
United
States,
10%
on
a
tablet

Mobile
>
Desktop
when
it
comes
to
Internet
consumption

Source:
KPCB.com/InternetTrends

Benefits
of
Responsive
Design

Benefits
of
Responsive
Design
Google
Prefers
Responsive

One
Website,
One
URL

Combats
a
high
bounce
rate

Enhanced
User
Experience

Effortless
Multi
Device
Adaption

Easier
to
maintain

Higher
conversion
rates

Benefits
of
Mobile
Optimized

Benefits
of
Mobile
Optimized
Improved
User
Experience

Faster
load
times

Engagement
&
Context

Brand
Identity

Integration
with
Offline
Media
–
QR
Codes

More
flexible
and
cost
effective
than
an
App

Web
Design:
Flat
vs.
Realism
Source:
www.flatvsrealism.com

Web
Design:
Flat
vs.
Realism
Front
page
of
Dribbble.com
(Summer

2014),
a
popular
design-‐sharing
website

amongst
web
designers.

Benefits
of
Flat
Design
Easier
on
the
eyes
(typically)

Easier
to
build
into
Responsive

Appeals
to
a
younger,
hipper

audience

Connects
with
those
in
tech

Popular
at
this
moment

(Overtook
Realism
in
2013)

Benefits
of
Realism
Appears
Richer,
more
Vibrant

Showcases
photos
better

Tough
to
build
too
much
realism

into
responsive

Easy
to
convert
to
Mobile

Works
better
for
a
well
targeted

market

Most
real
estate
consumers
still

do
not
have
a
preference
for
real

estate
data.

Benefits
of
a
one
page
design
Simple

¤ 4-‐5
sections

■ WWWWW&H

Enhanced
user
experience

Easily
made
responsive

Current

Simple
to
maintain

Website
–
Action
Items
Clear
Front
Page

¤ Must
be
crystal
clear
on
who
you
are
and
what
product
or
service
you
offer.
Remember
the
average
adult
has
an
8

second
attention
span.
You
want
to
capture
their
interest
immediately.

Bear
Left

¤ Research
shows
people’s
eyes
lock
to
the
top
left
of
a
webpage
first
(it
is
the
opposite
in
Eastern
Cultures,
but

converting).
Place
your
logo
and
possibly
your
contact
details
here.
Navigation
buttons
should
also
be
stacked
on
the

left
if
you
choose
a
vertical
design.

Design
Principles

¤ Guide
visitors
to
browse
your
site
through
the
use
of
simple
design
like
large
buttons
or
bright
colors.
Keep
it

interesting.

Keep
it
Simple

¤ Balance
simplicity
and
sophistication,
creates
a
better
user
experience.

Customer’s
Needs

¤ Ease
of
use
and
clear
language
are
vital
to
ensuring
your
customer’s
needs
are
met.

Website
–
Action
Items
Easy
on
the
eyes

¤ Create
enough
negative
space
so
copy
is
easily
read,
and
be
careful
with
contrast
in
colors.
Copy
should
always
be
dark

characters
on
light
backgrounds.

Button
Placement

¤ Good
button
placement
ensures
easy
browsing
of
your
site.
Be
considerate
of
button
placement
when
designing
a
site.

Broken
Links

¤ Check
for
broken
links
pre-‐launch
and
post
launch
and
every
few
months.

Purpose

¤ Every
page
must
have
its
own
specific
purpose.
If
it
does
not
sell
your
product
or
services
you
probably
should
not
have

it
on
your
website.
Also,
ensure
every
page
has
a
call
to
action.

Consistency

¤ Use
the
same
style
of
font
and
sizes
for
heading,
sub-‐headers,
copy,
and
footers.
Color
themes,
imagery
or
illustrations.

Messaging
Source:
StatisticBrain.com

Messaging
Source:
StatisticBrain.com
Average
Attention
Span
2015

-‐

8.25
seconds

Average
Attention
Span
2012

-‐

12
seconds

Average
Attention
Span
of
a
Goldfish

-‐

9
Seconds

Number
of
times
per
hour
an
office
worker
checks
email
-‐
30

Average
length
of
internet
video
watched
-‐
2.7
minutes

%
of
page
views
that
last
less
than
4
seconds
-‐
17%

%
of
page
views
that
lasted
more
than
10
minutes
-‐
4%

Messaging
Old
Newsletter

• Too
much

copy

• Not
enough

interesting

visuals

• Not
enough

or
no
clear

call
to
action
Today’s
Newsletter

• Branded

• Hero
Visual

• Highlighted

sections
with
calls

to
action

• Digestible
Copy

• Social
Media

Links
–
if
you

have
them.

Messaging
–
Action
Items
Company Feature
(descriptive) Benefit
(value)
Athletic
Clothes These
clothes
fit
well
and

looks
nice.
These
clothes
make
you

feel
healthy
and
attractive.
Restaurant Serves
food,
cooks,
cleans
You
spent
all
day
at
work,

come
in,
relax,
and
we’ll

take
care
of
dinner.Circle
Bar
B
Ranch Working
farm,
horse

stables,
trail
rides,
beach

and
cabins.
Escape
your
routine
life

and
become
a
cowboy,
or

cowgirl
for
the
weekend.Real
Estate
Source:
The
$100
Startup,
Chris
Guillebeau

2015
Real
Estate
Website
Trends
Trending
Up

¤ Simplified
Navigation
–
Strong
Value
Proposition

¤ Large
Hero
Visual

¤ Curated
Testimonials
–
with
Portraits
or
better,
Video

¤ Pre-‐Defined
Search
Areas

¤ Community
Pages
with
Video

¤ Simplified
Bios
/
Resumes

¤ Case
Studies
–
creating
opportunities

Trending
Down

¤ Large
complex
website
builds

¤ Dedicated
vendor
lists,
or
things
to
do

¤ Complex
IDX/MLS
Search
interfaces

¤ Anything
framed

¤ Non-‐responsive
builds

DIY
Website
Providers
Wordpress

Square
Space

Wix

Cabanova

me.com

Weebly

Doodlekit

DIY
IDX/MLS
Data
Providers
iHomeFinder

$39.95/mo

Spatial
Match

$299
setup
+
$~$59/mo

Diverse
Solutions

$99.95
setup
+
$29.95
or
$59.95/mo

IDX
Broker

$39/mo

WCR Santa Clara Tech Talk 2015

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