give your website rock star status
TRANSCRIPT
1© 2014 Deluxe Enterprise Operations, LLC All rights reserved.
Brant SchmitzManager, Integrated Marketing
Deluxe
Give Your Website
Rock Star Status
2© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 2
DO I REALLY NEED TO WORRY ABOUT MY WEBSITE??
If they can’t find you online,
chances are they’ll find the competition.
Short answer? Yes, especially when
you consider:
80% of users have used the
Internet to make a purchase
81% of users research
online before purchasing
© 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
3© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 3
3 QUESTIONS TO ASK YOURSELF
Do you have a Rock Star website?
Can people find your website?
Are you getting all the traffic you can?
It’s not too late for a website revolution
resolution!
4© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 4
CONSIDER THIS. . .
“When looking for information to
make a purchasing decision,
89.3% of consumers go directly
to a company’s website.”
AllFacebook.com, 2012
5© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 5
LUCKILY THIS ISN’T YOUR WEBSITE. . . RIGHT?
20% of local searches return the wrong information
6% of listings change each month (location, hours, directions, etc.)
50% of local searches are now mobile. Can your customers find
you when they’re on the go?
CONSIDER THIS. . .
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KNOW YOUR BASELINE. . .
www.deluxe.com
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KNOW YOUR BASELINE. . .
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3 QUESTIONS TO ASK YOURSELF IN 2015
Do you have a Rock Star website?
Can people find your website?
Are you getting all the traffic you can?
It’s not too late for a website revolution
resolution!
9© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 9
12 STEPS
TO A
WEBSITE THAT ROCKS
Fill the seats
Timbuktu
Personal Stylist
Capital F
Back Seat Drivers
Newspapers
You want me to do what?
The Turtle and The Hare
Trust Me. . .
Well my mother’s neighbor’s cousin’s wife said. . .
Know your code
Charlie Chaplain
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1. KNOW YOUR TARGET AUDIENCE
Tailored content performs better
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2. MULTIPLE POINTS OF CONTACT
Don’t keep your
customers
guessing
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3. CONSISTENT VISUAL BRANDING
Gives you a
professional and
legitimate
appearance
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4. MAKE PAGES EASY TO SCAN
We are creatures of
habit. We read a
certain way.
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5. MAKE SITE EASY TO NAVIGATE
Not finding what
they are looking
for drives
customers away
15© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 15
6. KEEP IMPORTANT INFO ABOVE THE FOLD
Can’t count on consumers to scroll
Summary of services or products
Examples of product or service
Business Name & Logo
Call to Action
Reinforce credibility and “why buy” or “why choose” us
What you do or offer
Navigation with clear headings
Special Offers
16© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 16
7. HAVE CLEAR CALLS TO ACTION
Don’t make customers guess: Tell them what
you want them to do!
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8. ENSURE YOUR SITE LOADS QUICKLY
Customers are impatient — they won’t
wait forever
Loading...
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9. DEVELOP CONTENT THAT BUILDS CREDIBILITY AND TRUST
Customers seek assurances — especially
online
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10. INCLUDE SOCIAL MEDIA SHARING
Increases your authority,
builds community
20© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 20
11. OPTIMIZE TITLE AND DESCRIPTION TAGS TO IMPROVE SEARCH
Where you appear in search
results has a direct
correlation to sales
Title Tag: Descriptive, keyword-rich,
specific – key contributor to rank
Meta Description: Keyword rich, explains
what website is about
Meta Keywords: Match to search terms
Robot Tags: Control how site is crawled
Title Tag
Title Tag
Title Tag
Meta Description
Meta Description
Meta Keywords
21© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 21
12. GOOD BALANCE OF TEXT AND IMAGES WITH TAGGING
Remember, images
are searchable and
crawable too
H1 Tag
H2 Tag
22© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 22
3 QUESTIONS TO ASK YOURSELF
Do you have a Rock Star website?
Can people find your website?
Are you getting all the traffic you can?
It’s not too late for a website revolution
resolution!
23© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 23
3 STEPS
TO GETTING YOUR WEBSITE
FOUND
5 Feet Away
Google we salute you
Yellowpages 2.0
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1. CREATE A MOBILE SITE
130 million+ smartphone users will search for
local products and service providers this year
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MOBILE SEARCH IS LOCAL SEARCH
50% of
local search
is mobile
Neustar Localeze 15miles, March 2013
This means that digital searching is dominating
consumer behavior
26© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 26
MOBILE INFLUENCES THE LOCAL EXPERIENCE
88% of smartphone owners use it to find local businesses
Keynote, 2012
Neustar Localeze 15miles, March 2013
78% of Mobile Searchesend in a purchase
27© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 27
2. CLAIM YOUR BUSINESS LISTING ON GOOGLE
People search
with Google —
this is how they
will find you
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YOUR GOOGLE LISTING
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3. GET LISTED IN ONLINE DIRECTORIES
Directories are the Yellow Pages of the Internet
30© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 30
SEARCH ENGINES
& CONFUSION
Search engines like
Google use a method
similar to our example
They “crawl” millions of sources looking to gain
confidence on where, when, and what
If they are more confident, you move up in rank
Confusion in the Name, Address and Phone area
causes the biggest problems (aka citations)
31© 2014 Deluxe Enterprise Operations, LLC All rights reserved.
SCANNING YOUR ONLINE PRESENCE:
A BUSINESS EXAMPLE
www.deluxe.com
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ARE YOU BEING FOUND ON DIRECTORIES? Using the Deluxe online presence scan
This Goodfella’s Pizzeria can get an
instantaneous analysis
Including links directly to each
33© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 33
CONFUSION
Each error can cost you
rankings
It’s not good enough to
be “close” in this game
Missing online presence
is a lost opportunity
This is an ongoing
problem that requires
constant attention
34© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 34
3 QUESTIONS TO ASK YOURSELF
Do you have a Rock Star website?
Can people find your website?
Are you getting all the traffic you
can?
It’s not too late for a website revolution
resolution!
35© 2014 Deluxe Enterprise Operations, LLC All rights reserved.
THAT WAS THEN…
Digital Marketing = Having a Website
WEBSITE
36© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 36
THIS IS NOW…
Digital Marketing = Multiple Tools Working in Unison
PUBLIC RELATIONS
SOCIAL MEDIASEARCHMARKETING
EMAILMARKETING
DIRECTORYLISTINGS
BLOGGING/CONTENT
WEBSITE
37© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 37
LETS FOCUS ON A FEW. . .
SOCIAL MEDIASEARCH
MARKETING
WEBSITE
EMAILMARKETING
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SEARCH ENGINE MARKETING
PPC
PPCSEO
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EMAIL MARKETING
Can generate ROI
of $40+ for each
$1 spent
Builds customer
lists
Integrates with
social media
40© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 40
BUT. . .DOES EMAIL MARKETING STILL WORK?
On average, companies are currently attributing 23% of
their total sales to the email marketing channel,
compared to 18% in 2013. Econsultancy Study, March 2014
According to Return Path
41© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 41
WHY SEND AN EMAIL?
Emails build relationships,
retention and loyalty
Talk about your company
Stay in front of your audience
Educate/entertain
Establish yourself as an expert
Sell your products & services
42© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 42
HOW EMAIL MARKETING
HELPS YOUR BUSINESS
Easy to Use
Requires no technical expertise
Fast & Results Oriented
Create an email in minutes
Drive visits to your website and physical location(s)
Real-time reporting on opens, clicks, and more
Affordable
Low cost (FREE!) way to reach many customers
High ROI
43© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 43
SOCIAL MEDIA MARKETING
44© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 44
SOCIAL MEDIA + COUPONS?
96% of Shoppers have used a coupon in the last 3 months
1.35 Billion monthly active users on Facebook
That’s a lot of potential business…
45© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 45
SOCIAL MEDIA + COUPONS?
46© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 46
DELUXE SOCIAL COUPONS
47© 2014 Deluxe Enterprise Operations, LLC All rights reserved. 47
DELUXE SOCIAL COUPONS
48© 2014 Deluxe Enterprise Operations, LLC All rights reserved.
Brant SchmitzManager, Integrated Marketing
Deluxe
THANK YOU!
Website Hosting & Design
Search Engine Marketing
Email Marketing
Social Media Marketing
WWW.DELUXE.C
OM