Setting a Website Strategy

for Marketing Success

The Big Picture

Marketing strategy

Vs

Marketing tactics

Why have a digital strategy?

Workplace digitisationCloud computingCommunicationsClients versus ProspectsNew ways of working

BrochureBusiness cardsDirect mail lettersNewsNewsletterStaff biographiesAdvertisingYellow PagesSeminar

Traditional Digital

Pdf or WebsitevCard E mail Website news pageElectronic newsletterLinked InAdWords, SEOYellWebinar

What could be digital?

What do you want to achieve with your digital strategy?

Be knownGet foundSkillsShowcase case studiesGeography / localeNiche expertiseClient list

How Digital can help

Your website is your most important marketing asset

Designing your website

First, let’s test your existing situation1. Go to Google, Bing or Yahoo and type in “Accountant YOUR

TOWN”2. Give yourself 1 point for every reference to your business on

the first 3 pages 3. Plus 1 point if it also includes your business on these websites• Linked In (a person or the firm)• Yell, Finda, Localist, Whitepages, Hotfrog, Yelp, TrueLocal• Facebook

4. Deduct one point if these are listed• Seek, Indeed, Reed, TradeMe, NoCowboys, Gumtree

Did you score >2? If yes, you’re better than 95% of

CAs

• Paid Search• Natural Search• Linked In• Yellow Pages• Trade Media

Accountant Manukau

Worked example of Google Search

How to design your website

Ignore the pictures, for now

What do the words say and how does a machine read them?

Open OpenCalais

OpenCalais

OpenCalais analysis

http://www.opencalais.com/opencalais-demo/

Features your website needs• Expert copywriting – the key words• Accurate directory listings• Meta Tags and Image Alt details• Frequently updated content on unique URLs• Incoming links from well-read websites • Outbound syndication and sharing • An analysis of your current Google SERP (Search Engine Results Page) rankings

• WooRank SEO/Website appraisal• Review and Improvements to Your Metadata & Keywords• Site Speed Analysis and Improvement• Registration on Google MyBusiness

Check your website’s prominence

• Download the Chrome Extension WooRank• Run an analysis on your website

Hayes Girling – multiple contact options, online payment

Carolyn Skilling – Prominent phone, strong brand

Monteck Carter – blog archive, categories & newsletter in 1

Brown Baldwin – Multiple channels

SMC – simple strap line

Other things your website can do for you• Showcase your expertise• Case studies• Free advice guides• Interviews with the Partners• Interviews with clients

• Encourage newsletter subscriptions• Self-service sign up• Non-pdf newsletters• Re-use news articles for newsletters

• Event sign ups• Christmas party• Expert seminar• Client drinks

Measurement and analysis

Nearly everything digital can be measuredThis should please you

What to measure

Build a spreadsheet of these values and record monthly• Total monthly sessions• Total monthly visitors (unique)• Peak day number• Total number of pages viewed• Bounce Rate %• New Visitors %• Top referring site• Other referring sites• Keywords – most popular. 2nd, 3rd etc• Top Performing content• List page(s) and numbers of page views• Number of contact form submissions• Number of newsletter subscribers

Things to do TODAY• Do a search for your business – by name, by geography, by specialism• Note the results as a baseline for future comparison• Check your free listings are accurate• Do an OpenCalais assessment• Review your Google Analytics [install if you haven’t got them]• Start recording Analytics every month – go back 6 months to start

Tell the decision makers how well [or badly] you are doing.

Be firm, be clear on the need for change.

Creative Agency Secrets Offer for You

http://creativeagencysecrets.com/accountant-resources/ • Get these Slides• Spreadsheet for Google Analytics templatehttp://creativeagencysecrets.com/product/seo-starter-pack/ • Kickstart your website’s ‘find-ability’ with an SEO

audit plus implementation• Full refund guarantee if not satisfied

Connect with me

@rebeccacaroerebecca@creativeagencysecrets.comLinked In +64 22 647 3993