Setting up and maintaining a web presence Your brand on the internet

Session Agenda Websites Product landing pages Using Analytics to monitor and improve performance

Websites Unique URL properties on the internet Central Digital Content Asset Full ownership and control Gateway to more complex system

How to design a website ? ●Define (or Invent) your Target Audience ●Create your customer personna ●Design accordingly with yours and your users goals ●Keep in mind your brand’s personality and values, how this fits in with the overall cross- channel strategy

Website Elements & Content Startups Concept education assets - such as explanatory videos, instructional blog posts, Early Customer Success Stories, Free Demo Opportunity, Lead capturing forms e-Commerce: Product Reviews, Product Feature Comparison, Payment/Checkout, Newsletter Sign-up Services/transactional: Detailed Information on Features & Specs, Customer Case Studies, FAQ, Direct Contact Information Communities: User Profiles, Chat, Forum, Games

Landing Pages Unique URL address on the website Specific goal Usually not linked from the main structure of the website

Inbound Marketing Comment Marketing Blogs + Guest Blogging Q+A Sites Podcasting Word of Mouth News/Media/ PR Document Sharing Platforms Webinars Social Networks Infographics Research/ White Papers Online Videos SEO Brand Website

Content Marketing Content Strategy Research Creation Distribution Analysis

Growth Hacking Multidisciplinary approach Rewrites core processes of the organization Reaches new market pockets

Website Metrics - Analytics Behavioural: Time spent on website, No of webpages visited, Onsite search, Further actions completed (e.g. newsletter sign-up, social follow), Bounce Rate, Demographic: Location, Language, Device, Source of Traffic SEO/User experience: Loading Speed, Website Navigation Structure