Web Strategies for Effective Marketing Results

1
Web Strategies for Effective Marketing Results

• Presenter Jonathan Buyco, The Active Network

2
Session Overview

• The Web Today
• Basics of Good Web Design
• Review of Example Sites
• Improving Site Efficiency
• Summary, QA

3
The Web Today

• Over 210 million people in the United States use
  the web
• 70 penetration in a population of approximately
  302 million
• What could that mean for you?

4
Basics of Good Web Design

• Define your Site
• Layout and Design
• Navigation
• Writing for the Web
• Usability
• Web 2.0

5
Basics of Good Web Design gtDefine your Site

• What are your business objectives and wins
• Create a list of challenges and resolutions
• Review old site if it exists
• Who is your target audience
• Create a site map
• Fill out site map with page-specific objectives
  and goals

6
Basics of Good Web Design gtDefine your Site

• ExerciseSelect a childhood toy, think of the
  current market and target audience.Now, create a
  list of challenges and resolutions.

7
Basics of Good Web Design gtDefine your Site
8
Basics of Good Web Design gtLayout and Design

• What image are you trying to portray?
• Maintain consistency with your brand
• Logos
• Buttons
• Photograph styles
• Design for the web

9
Basics of Good Web Design gtNavigation
10
Basics of Good Web Design gtNavigation

• Where am I?
• Breadcrumb trails
• Clear navigation labels and consistency
• Group relevant information together

11
Basics of Good Web Design gtWriting for the Web

• How do users read on the web?
• 79 scan the pages and pick individual words and
  phrases
• Reading on a screen is 25 slower
• Web content should be 50 of the paper equivalent

12
Basics of Good Web Design gtWriting for the Web

• Descriptive headings and subheadings
• Font variations and colors
• Hyperlinks to supporting information
• Bullets and numbered lists
• Limit the amount of scrolling
• 1 idea per paragraph

13
Basics of Good Web Design gtWriting for the Web

• Write in the style of an inverted pyramid
• Start with the juicy details
• Avoid using marketese
• Promotional style of writing
• Reduces credibility
• Focus on facts rather than claims

14
Basics of Good Web Design gtWriting for the Web

• ExerciseRewrite a paragraph excerpt as you
  would for the web.

15
Basics of Good Web Design gtWriting for the Web

• ParagraphEnjoy our newly renovated and fully
  furnished meeting rooms. Our facilities are
  perfect for any occasion and at a reasonable
  price. Each room can hold up to 300 seats and
  projectors and screens are available at your
  request.

16
Basics of Good Web Design gtWriting for the Web

• Possible Solution
• Our facilities are large enough to accom-modate
  partiesof 300.

17
Basics of Good Web Design gtWriting for the Web

• Possible SolutionReasonably priced meeting
  rooms are now available
• Seats 300
• Free use of projectors and screens
• Newly renovated
• Fully furnished

18
Basics of Good Web Design gtUsability

• What is it?
• The efficiency with which a user can accomplish
  their goals with the site, and the level of
  satisfaction of that process

19
Basics of Good Web Design gtUsability

• Why consider it?
• A happy visitor stays a visitor
• Increase your chance of achieving a sale
• Visitors want to use something simple and easy

20
Basics of Good Web Design gtUsability

• How do you do it?
• Determine goals for the website from the
  perspective of the user and your organization
• Determine user needs and target usability
  satisfaction
• Perform real-life tests and request feedback
• The Squint test

21
Basics of Good Web Design gtWeb 2.0

• Collaboration and sharing between your site
  visitors
• Personalization of content and programs
• Blogs

22
Review of Example Sites

• The iPhone
• Adobe home page
• Abbotsford Parks, Recreation Culture

23
(No Transcript)
24
(No Transcript)
25
(No Transcript)
26
(No Transcript)
27
(No Transcript)
28
(No Transcript)
29
(No Transcript)
30
(No Transcript)
31
(No Transcript)
32
(No Transcript)
33
(No Transcript)
34
Improving Site Efficiency

• Build traffic and page views
• Improve stickiness

35
Improving Site Efficiency gtBuild traffic and
page views

• Email Marketing
• Online Marketing
• Search Engine Optimization
• Simplicity is Key

36
Improving Site Efficiency gt Build traffic and
page viewsEmail Marketing

• Send emails to your customers on a regular basis
• Targeting and personalization
• Maintain a consistent format
• Include direct links to your site
• Dont forget about CANSPAM!

37
Improving Site Efficiency gt Build traffic and
page viewsOnline Marketing

• Affiliate programs
• Swapping links
• Careful of link farms!
• Search engine optimization
• Organic vs Sponsored results

38
Improving Site Efficiency gt Build traffic and
page viewsSearch Engine Optimization

• Modifications to your website to increase the
  volume and quality of traffic
• Relevancy and clarity of content
• http//www.netconcepts.com

39
Improving Site Efficiency gt Build traffic and
page viewsSimplicity is Key

• Banners
• Posters
• Word of mouth
• Catchy phrases
• Why wait in line, when you can register online

40
Improving Site Efficiency gt Improve Stickiness
41
Improving Site Efficiency gt Improve Stickiness

• The stickiness factor
• The ability to retain visitors and to have them
  come back for more
• Focus on the addictive qualities of your website
• Fresh content
• Be memorable
• Self service

42
Summary

• Know your audience, determine objectives, and
  your website should execute
• Get the word out to drive traffic
• Keep up the retention
• Get help

43
Questions and Answers

• Jonathan Buyco, The Active Networkjonathan.buyco_at_
  active.comwww.activenetwork.com
• Thank you!