web strategies for effective marketing results presenter: jonathan buyco, the active network

Web Strategies for Effective Marketing Results Presenter: Jonathan Buyco, The Active

Network

Web Strategies for Effective Marketing Results

Session Overview

The Web TodayBasics of Good Web DesignReview of Example SitesImproving Site EfficiencySummary, Q&A


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?


Basics of Good Web Design

Define your SiteLayout and DesignNavigationWriting for the WebUsabilityWeb 2.0


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



Define your Site

Exercise:

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



Define your Site



Layout and Design

What image are you trying to portray?Maintain consistency with your brand

LogosButtonsPhotograph styles

Design for the web



Navigation



Navigation

Where am I?Breadcrumb trailsClear navigation labels and consistencyGroup relevant information together



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



Writing for the Web

Descriptive headings and subheadingsFont variations and colorsHyperlinks to supporting informationBullets and numbered listsLimit the amount of scrolling1 idea per paragraph



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



Writing for the Web

Exercise:

Rewrite a paragraph excerpt as you would for the web.



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.



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.



Writing for the Web

Possible Solution:

Reasonably priced meeting rooms are now available:

Seats 300Free use of projectors and screensNewly renovatedFully furnished



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



Usability

Why consider it?A happy visitor stays a visitorIncrease your chance of achieving a saleVisitors want to use something simple and easy



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 2.0

Collaboration and sharing between your site visitorsPersonalization of content and programsBlogs


Review of Example Sites

The iPhoneAdobe home pageAbbotsford Parks, Recreation & Culture


Improving Site Efficiency

Build traffic and page viewsImprove stickiness


Improving Site Efficiency >

Build traffic and page views

Email MarketingOnline MarketingSearch Engine OptimizationSimplicity is Key


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!



Online Marketing

Affiliate programsSwapping linksCareful of link farms!

Search engine optimizationOrganic vs Sponsored results



Search Engine Optimization

Modifications to your website to increase the volume and quality of trafficRelevancy and clarity of contenthttp://www.netconcepts.com



Simplicity is Key

BannersPostersWord of mouthCatchy phrases

Why wait in line, when you can register online



Improve Stickiness



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


Summary

Know your audience, determine objectives, and your website should executeGet the word out to drive traffic Keep up the retentionGet help


Questions and Answers

Jonathan Buyco, The Active [email protected]

Thank you!

web strategies for effective marketing results presenter: jonathan buyco, the active network

Documents

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claimsweb strategies

goalsweb strategies

siteweb strategies

webweb strategies

paragraphweb strategies

active networkweb strategies

paper equivalentweb