The document discusses the importance of having a web strategy and provides guidance on developing an effective strategy. It explains that a web strategy should define goals, metrics, and tactics for improving a website to better support marketing goals. The document also outlines key elements to consider when evaluating resources, vision, content, and communications as part of developing and refining a web strategy on an ongoing basis.

1. What's a Web Strategy and Why Do I Need One?

2. Who We Are Jenika Scott Channel Marketing Manager [email_address] Hall Web Services www.hallme.com 10+ Years in Business Over 80 Search Marketing Clients

3. Got Questions? Use GoToWebinar “Chat” or “Ask a Question” Twitter: use @Hall_Web

4. About You: What You'll Learn: Why a strategic mindset is essential to web success How to come up with a web strategy What some of the tools are at your disposal How to take a proactive approach to constantly improving your efforts You know your website needs work but aren't sure where to start You haven't really thought critically about how your website fits into your overall marketing goals

5. Strategy Vs. Tactics

6. What Makes a Strategy? Goals Measurement Tactics Adjustment

7. Goals Increase Sales Manage Reputation Spread a Message Build a Community Build Relationships

8. Measurement Traffic Goal Completion Trends Stickiness

9. Tactics - Tools of the Trade Once you know what you want, you can better choose your tool The right tool for the job Measure twice, cut once

10. Web Design and Development The most visible representation of your strategy Develop with the needs of customers in mind

11. Organic Search Marketing Questions Are Being Asked... That You Answer Providing Value Best Practices

12. Catch people who are ready to buy Specificity Paid Search Marketing

13. Connecting with People Blogging Social Media Press Releases Email Multimedia

14. http://www.flickr.com/photos/16230215@N08/2837128711/ Adjustment - Tuning Up "The only real mistake is the one from which we learn nothing." - John Powell

15. 10 Things to Think About Define: Budget Expectations Priorities Timeline Evaluate: Resources Landscape Vision Deliver: Content Communications Value

16. Define Budget Like buying a car What part can you do yourself? Long term investment Expectations What do you want out of your website? Improved rankings – SEO User conversions Sales Leads Timeline Start with a sitemap Design Copy/Content Coding Testing Priorities What needs to be done right now? Can you do this in phases? What can wait until Phase 2?

17. Evaluate Resources What do we have? Your team/vendors What do we need? Copywriter In house/out source Landscape Competitors Partners/Vendors Industry leaders Vision What do you want? What will it deliver? Do other opportunities exist?

18. Deliver Content Text Images Information to download Information to share Communications Contact Forms Who to contact VALUE!!!

19. Re-cap Photo: http://www.flickr.com/photos/5-0_og/1304841776/ Define Your Goals Think Strategically Choose the Right Tools Keep Working On It

20. Got Questions? Use GoToWebinar “Chat” or “Ask a Question” Twitter – Write to us @Hall_Web

21. Learn More! Web Vision Blog - http://www.hallme.com/blog Webinars – http:// www.hallme.com/webinars Follow Hall on Twitter - @ Hall_Web Call us! 1-877-425-5932 (HALL-WEB)‏ [email_address]