Web Strategies for Effective Marketing Results
Session Overview
The Web TodayBasics of Good Web DesignReview of Example SitesImproving Site EfficiencySummary, Q&A
Web Strategies for Effective Marketing Results
The Web Today
Over 210 million people in the United States use the web70% penetration in a population of approximately 302 millionWhat could that mean for you?
Web Strategies for Effective Marketing Results
Basics of Good Web Design
Define your SiteLayout and DesignNavigationWriting for the WebUsabilityWeb 2.0
Web Strategies for Effective Marketing Results
Basics of Good Web Design >
Define your Site
What are your business objectives and wins
Create a list of challenges and resolutionsReview old site if it existsWho is your target audience
Create a site mapFill out site map with page-specific objectives and goals
Web Strategies for Effective Marketing Results
Basics of Good Web Design >
Define your Site
Exercise:
Select a childhood toy, think of the current market and target audience.Now, create a list of challenges and resolutions.
Web Strategies for Effective Marketing Results
Basics of Good Web Design >
Layout and Design
What image are you trying to portray?Maintain consistency with your brand
LogosButtonsPhotograph styles
Design for the web
Web Strategies for Effective Marketing Results
Basics of Good Web Design >
Navigation
Where am I?Breadcrumb trailsClear navigation labels and consistencyGroup relevant information together
Web Strategies for Effective Marketing Results
Basics of Good Web Design >
Writing for the Web
How do users read on the web?79% scan the pages and pick individual words and phrasesReading on a screen is 25% slowerWeb content should be 50% of the paper equivalent
Web Strategies for Effective Marketing Results
Basics of Good Web Design >
Writing for the Web
Descriptive headings and subheadingsFont variations and colorsHyperlinks to supporting informationBullets and numbered listsLimit the amount of scrolling1 idea per paragraph
Web Strategies for Effective Marketing Results
Basics of Good Web Design >
Writing for the Web
Write in the style of an inverted pyramid
Start with the juicy details
Avoid using “marketese”Promotional style of writingReduces credibilityFocus on facts rather than claims
Web Strategies for Effective Marketing Results
Basics of Good Web Design >
Writing for the Web
Exercise:
Rewrite a paragraph excerpt as you would for the web.
Web Strategies for Effective Marketing Results
Basics of Good Web Design >
Writing for the Web
Paragraph:
Enjoy 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.
Web Strategies for Effective Marketing Results
Basics of Good Web Design >
Writing for the Web
Possible Solution:
Our facilities are large Our facilities are large enough to accom-enough to accom-
modate partiesmodate partiesof 300.of 300.
Web Strategies for Effective Marketing Results
Basics of Good Web Design >
Writing for the Web
Possible Solution:
Reasonably priced meeting rooms are now available:
Seats 300Free use of projectors and screensNewly renovatedFully furnished
Web Strategies for Effective Marketing Results
Basics of Good Web Design >
Usability
What is it?The efficiency with which a user can accomplish their goals with the site, and the level of satisfaction of that process
Web Strategies for Effective Marketing Results
Basics of Good Web Design >
Usability
Why consider it?A happy visitor stays a visitorIncrease your chance of achieving a saleVisitors want to use something simple and easy
Web Strategies for Effective Marketing Results
Basics of Good Web Design >
Usability
How do you do it?Determine goals for the website from the perspective of the user and your organizationDetermine user needs and target usability satisfactionPerform real-life tests and request feedbackThe Squint test
Web Strategies for Effective Marketing Results
Basics of Good Web Design >
Web 2.0
Collaboration and sharing between your site visitorsPersonalization of content and programsBlogs
Web Strategies for Effective Marketing Results
Review of Example Sites
The iPhoneAdobe home pageAbbotsford Parks, Recreation & Culture
Web Strategies for Effective Marketing Results
Improving Site Efficiency
Build traffic and page viewsImprove stickiness
Web Strategies for Effective Marketing Results
Improving Site Efficiency >
Build traffic and page views
Email MarketingOnline MarketingSearch Engine OptimizationSimplicity is Key
Web Strategies for Effective Marketing Results
Improving Site Efficiency > Build traffic and page views
Email Marketing
Send emails to your customers on a regular basisTargeting and personalizationMaintain a consistent formatInclude direct links to your siteDon’t forget about CANSPAM!
Web Strategies for Effective Marketing Results
Improving Site Efficiency > Build traffic and page views
Online Marketing
Affiliate programsSwapping linksCareful of link farms!
Search engine optimizationOrganic vs Sponsored results
Web Strategies for Effective Marketing Results
Improving Site Efficiency > Build traffic and page views
Search Engine Optimization
Modifications to your website to increase the volume and quality of trafficRelevancy and clarity of contenthttp://www.netconcepts.com
Web Strategies for Effective Marketing Results
Improving Site Efficiency > Build traffic and page views
Simplicity is Key
BannersPostersWord of mouthCatchy phrases
Why wait in line, when you can register online
Web Strategies for Effective Marketing Results
Improving Site Efficiency >
Improve Stickiness
The stickiness factorThe ability to retain visitors and to have them come back for more
Focus on the addictive qualities of your websiteFresh contentBe memorableSelf service
Web Strategies for Effective Marketing Results
Summary
Know your audience, determine objectives, and your website should executeGet the word out to drive traffic Keep up the retentionGet help
Web Strategies for Effective Marketing Results
Questions and Answers
Jonathan Buyco, The Active [email protected]
Thank you!
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