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

Web Strategies for Effective Marketing Results Session Overview The Web Today Basics of Good Web Design Review of Example Sites Improving Site Efficiency Summary, Q&A

Web Strategies for Effective Marketing Results 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?

Web Strategies for Effective Marketing Results Basics of Good Web Design Define your Site Layout and Design Navigation Writing for the Web Usability Web 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 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

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 > Define your Site

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 Logos Buttons Photograph styles Design for the web

Web Strategies for Effective Marketing Results Basics of Good Web Design > Navigation

Web Strategies for Effective Marketing Results Basics of Good Web Design > Navigation Where am I? Breadcrumb trails Clear navigation labels and consistency Group 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 phrases Reading on a screen is 25% slower Web 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 subheadings Font variations and colors Hyperlinks to supporting information Bullets and numbered lists Limit the amount of scrolling 1 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 writing Reduces credibility Focus 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 enough to accom- modate parties 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 300 Free use of projectors and screens Newly renovated Fully 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 visitor Increase your chance of achieving a sale Visitors 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 organization Determine user needs and target usability satisfaction Perform real-life tests and request feedback The Squint test

Web Strategies for Effective Marketing Results Basics of Good Web Design > Web 2.0 Collaboration and sharing between your site visitors Personalization of content and programs Blogs

Web Strategies for Effective Marketing Results Review of Example Sites The iPhone Adobe home page Abbotsford Parks, Recreation & Culture

Web Strategies for Effective Marketing Results

Improving Site Efficiency Build traffic and page views Improve stickiness

Web Strategies for Effective Marketing Results Improving Site Efficiency > Build traffic and page views Marketing Online Marketing Search Engine Optimization Simplicity is Key

Web Strategies for Effective Marketing Results Improving Site Efficiency > Build traffic and page views Marketing Send s to your customers on a regular basis Targeting and personalization Maintain a consistent format Include direct links to your site Don’t forget about CANSPAM!

Web Strategies for Effective Marketing Results Improving Site Efficiency > Build traffic and page views Online Marketing Affiliate programs Swapping links Careful of link farms! Search engine optimization Organic 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 traffic Relevancy and clarity of content

Web Strategies for Effective Marketing Results Improving Site Efficiency > Build traffic and page views Simplicity is Key Banners Posters Word of mouth Catchy phrases Why wait in line, when you can register online

Web Strategies for Effective Marketing Results Improving Site Efficiency > Improve Stickiness

Web Strategies for Effective Marketing Results Improving Site Efficiency > 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

Web Strategies for Effective Marketing Results Summary Know your audience, determine objectives, and your website should execute Get the word out to drive traffic Keep up the retention Get help

Web Strategies for Effective Marketing Results Questions and Answers Jonathan Buyco, The Active Network Thank you!