Website Design and Email Marketing Best Practices


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Website Design and Email Marketing Best Practices

  1. 1. Website Design & E-mail Marketing Best Practices Kaila Strong, Account Manager, Vertical Measures - @cliquekaila
  2. 2. About Your Presenter… <ul><li>Account Manager, Vertical Measures, Phoenix, AZ </li></ul><ul><li>Experience with Internet Marketing, Blogging, Social Media, and link building </li></ul><ul><li>Worked with hundreds of brands helping to increase leads, traffic, rankings in search engines, and so much more! </li></ul>Twitter: @cliquekaila
  3. 3. Goals For This Evening
  4. 4. Websites that encourage repeat visits Good web design Measuring and Analysis Search Engine Optimization Internet Usage Trends Growing Email lists Improving Email Open Rates Content Ideas Social Media
  5. 5. First Some Background
  6. 6. A Quick Survey Graphic: Currently have a Website? Use social media to drive traffic? Need a makeover? Over 3 years old? Update content daily/weekly? Have an ongoing email program? Have video on your website? Have over 500 subscribers?
  7. 7. What Keeps Them Coming Back <ul><li>Relevant and Useful Information </li></ul><ul><li>Frequent Updates = Fresh Content </li></ul><ul><li>Interactivity </li></ul><ul><li>Easy to follow links </li></ul><ul><li>Video </li></ul><ul><li>Contests, Giveaways, Survey </li></ul><ul><li>Free Stuff </li></ul>
  8. 17. Elements Of Good Design <ul><li>Easy to navigate </li></ul><ul><li>Simple </li></ul><ul><li>Use of images </li></ul><ul><li>Social Media Engagement </li></ul><ul><li>Email Engagement </li></ul><ul><li>Useful and Relevant Information </li></ul>
  9. 19. Steps To Improvement <ul><li>Goals </li></ul><ul><li>Content </li></ul><ul><li>Structure </li></ul><ul><li>Fundamentals </li></ul><ul><li>Marketing Your Site </li></ul>
  10. 20. Goal Setting <ul><li>What do you want your site to do? </li></ul><ul><ul><li>Informational </li></ul></ul><ul><ul><li>Transactional </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Deals </li></ul></ul><ul><ul><li>Lead Generation </li></ul></ul>
  11. 21. Content <ul><li>Gathering Content </li></ul><ul><ul><li>Internal marketing pieces </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>About us information </li></ul></ul><ul><ul><li>Bios </li></ul></ul><ul><ul><li>Specific Contact Information </li></ul></ul><ul><ul><li>Content about your products/services </li></ul></ul>
  12. 22. <ul><li>“ Sites with original content such as research, in-depth reports, thoughtful analysis and so on, will move up.” </li></ul><ul><ul><ul><ul><li>Matt Cutts & Amit Singhal (WSJ – 2/28/11) </li></ul></ul></ul></ul>Twitter: @Cliquekaila
  13. 23. Identify Types of Content to be Created <ul><li>Your research determines what types of content your audience prefers and consumes. </li></ul>
  14. 24. Structure <ul><li>Categories of Content </li></ul><ul><ul><li>Easy Navigation </li></ul></ul><ul><ul><li>Pleasing design </li></ul></ul><ul><li>Flat files or dynamic content </li></ul><ul><ul><li>Interactivity is the key </li></ul></ul><ul><ul><ul><li>Reviews, comments, interaction with website </li></ul></ul></ul><ul><ul><ul><li>Dynamic forms </li></ul></ul></ul><ul><ul><ul><li>Engagement with your Social Media Channels </li></ul></ul></ul>
  15. 25. Home Page (index page) Main Categories Content
  16. 26. Use Post-it Notes
  17. 28. Fundamentals <ul><li>Designed for SEO </li></ul><ul><ul><li><h1> tags, description, keywords </li></ul></ul><ul><ul><li>Site map </li></ul></ul><ul><ul><li>Alt tags in photos, title tags too. </li></ul></ul><ul><ul><li>Photos optimized for the web </li></ul></ul><ul><ul><li>Correct HTML </li></ul></ul><ul><ul><li>No broken links </li></ul></ul>
  18. 30. Benefits of an On-Site Blog <ul><li>Gives you a vehicle to post new content </li></ul><ul><li>Allows for internal linking </li></ul><ul><li>Keeps the search engines coming back – have 434% more indexed pages* </li></ul><ul><li>Have 2X as many backlinks* </li></ul><ul><li>Your site gets 55% more traffic* </li></ul><ul><li>You have 79% more Twitter followers* </li></ul><ul><li>*Hubspot </li></ul>
  19. 31. A Convenient Step Free Themes
  20. 32. Who Should Build My Website?
  21. 33. <script type=&quot;text/javascript&quot;> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-3437278-7']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + ''; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script>
  22. 35. SEO The Basics <ul><li>Great Content </li></ul><ul><li>Basic Fundamentals </li></ul><ul><ul><li>Title tags, meta tags, overall site structure </li></ul></ul><ul><li>Links point to you from other sites </li></ul><ul><li>Analytics in Place </li></ul><ul><li>Using Social Media and Location Based Marketing </li></ul>
  23. 36. Marketing Your Site <ul><li>Social Media </li></ul><ul><ul><li>FaceBook, Twitter, Linkedin, </li></ul></ul><ul><li>Location Based Marketing </li></ul><ul><ul><li>Google Places, Yahoo, Bing, Yelp, Foursquare </li></ul></ul>
  24. 37. My Website Article Marketing Link Building Social Media Blogging Location Based Marketing Blog Commenting Guest Blogging Video Marketing
  25. 38. Location Based Marketing (LBM) <ul><li>Several primary tools (, Facebook, Google Places, Yelp and FourSquare) </li></ul><ul><li>Great for promotions or feedback/reviews </li></ul><ul><li>Just-in-time marketing </li></ul><ul><li>Reputation Management </li></ul>
  26. 41. Tips For Building E-Mail Lists <ul><li>Engage customers at every touch point of your business to gather email. </li></ul><ul><li>Ask for email at your next ‘open house’ </li></ul><ul><li>Hold a contest </li></ul><ul><li>Give something away free </li></ul><ul><li>Use social media to encourage sign-ups </li></ul><ul><li>Promote your email in all your advertising </li></ul><ul><li>Encourage pass along </li></ul><ul><li>Free downloads </li></ul>
  27. 42. Tips To Effective Email Programs <ul><li>Be Consistent </li></ul><ul><li>Be Interesting </li></ul><ul><li>Be Respectful </li></ul><ul><li>Add value </li></ul><ul><li>Add subscriber opt-out information </li></ul><ul><li>Provide forward too a friend link </li></ul><ul><li>Add to safe-senders-list </li></ul><ul><li>Link to a web based version </li></ul><ul><li>Add contact information </li></ul>
  28. 43. How To Get Your Email Opened <ul><li>A Great Headline </li></ul><ul><ul><li>Often the hardest part of the email to write. </li></ul></ul><ul><li>Send it Tues/Wed between 2:30-3:30 </li></ul>
  29. 44. Types of Headlines <ul><li>A Sense of Urgency </li></ul><ul><li>Benefit </li></ul><ul><li>How To </li></ul><ul><li>Fascination </li></ul><ul><li>List </li></ul><ul><li>Question </li></ul><ul><li>News </li></ul>
  30. 45. General Email Info <ul><li>What is a good ‘open’ rate </li></ul><ul><li>Call to Action </li></ul><ul><li>Link to the source </li></ul><ul><li>Repurpose info to attract emails </li></ul><ul><li>Match the look to your website </li></ul><ul><li>Include Social Media links/buttons </li></ul><ul><li>Use analytics </li></ul>
  31. 46. Additional Resources <ul><li>SEO Educational Videos: </li></ul><ul><ul><li> </li></ul></ul><ul><li>Internet Marketing & Related Webinars: </li></ul><ul><ul><li> </li></ul></ul><ul><li>How-To Books </li></ul><ul><ul><li> </li></ul></ul>
  32. 47. Local Website Reviews
  33. 52. $47
  34. 53. Thank You! Facebook LinkedIn Group @VerticalMeasure Contact: 888-476-1881 Can be found on: