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Customer centric web design for
successful Inbound Marketing
September 8th, 2016 - Amsterdam Meetup #5 #HUGAmsterdam
Brandsensations
Inbound Marketing Strategies
Growth-Driven Design
Social Media Strategies
Founded in 2011 / Viersen, Germa...
Agenda
08.09.2016 Brandsensations | Inbound Marketing Strategies 3
► 5 Reasons for a new website
► Inbound Marketing 101
►...
Time for a new home for your online content!
08.09.2016 Brandsensations | Inbound Marketing Strategies 4
5 reasons for a new website
- Current website is older than 3 years
- SEO optimization
- User Experience (UX) optimization...
Buyer‘s Journey
08.09.2016 Brandsensations | Inbound Marketing Strategies 6
> 60%
Inbound Marketing Methodology
08.09.2016 Brandsensations | Inbound Marketing Strategies 7
First steps: your goal
What is your main goal?
- Increasse awareness?
- Generate leads?
- Qualify leads?
- Convert leads t...
First steps: your Buyer Persona(s)
Semi-fictional person who describe your ideal
customer:
- Their challenges and life goa...
First Steps: USP (Unique Selling Proposition)
Once you defined your buyer persona you will have to define your USP.
Advant...
Second Step: Structure of the website
The structure of your website is like a ground plan, showing
how it is planned to wo...
UX User Experience
Always have the buyer persona in mind
while planning the website and its content.
You build the website...
Customer Centric Web Design
08.09.2016 Brandsensations | Inbound Marketing Strategies 13
Golden Rule of Web Design:
„Tell ...
Customer Centric Web Design
08.09.2016 Brandsensations | Inbound Marketing Strategies 14
Front Page Example
USP: not only ...
08.09.2016 Brandsensations | Inbound Marketing Strategies 15
Front Page („Home“)
08.09.2016 Brandsensations | Inbound Marketing Strategies 16
► First impression counts (ZMOT*)
► Am I ...
Blog
► Your blog is your most important SEO
element of your website!
► Ranking: Google love fresh and relevant
content
► T...
SEO
On-Page SEO:
The 9 most important elements on EACH of your
pages!
► Keywords – Use Long Tail Keywords !!!
► Page title...
Product / Services
08.09.2016 Brandsensations | Inbound Marketing Strategies 19
► Always start with your most important
se...
About us
08.09.2016 Brandsensations | Inbound Marketing Strategies 20
► 3rd most visited page
► Who are the people behind ...
Social Media – Not an option but a necessity
08.09.2016 Brandsensations | Inbound Marketing Strategies 21
Interaktive Info...
Social Media
08.09.2016 Brandsensations | Inbound Marketing Strategies 22
► Spread your content
► Build your network / com...
Online Conversion Path
Blog / Web Page > Call to action > Landing Page with form > Thank You Page > Next Action
08.09.2016...
Online Conversion Path
Blog / Web Page > Call to action > Landing Page with form > Thank You Page > Next Action
08.09.2016...
Growth-Driven Design
08.09.2016 Brandsensations | Inbound Marketing Strategies 25
Website Redesign:
How long will stay
you...
Growth-Driven Design
08.09.2016 Brandsensations | Inbound Marketing Strategies 26
Growth-Driven Design (GDD) means:
► Quic...
Current Web Design Trends
08.09.2016 Brandsensations | Inbound Marketing Strategies 27
Big pictures or background videos
Current Web Design Trends
08.09.2016 Brandsensations | Inbound Marketing Strategies 28
http://wearemammoth.com
Clean navig...
Current Web Design Trends
08.09.2016 Brandsensations | Inbound Marketing Strategies 29
https://www.hubspot.de
Flat call-to...
Current Web Design Trends
08.09.2016 Brandsensations | Inbound Marketing Strategies 30
Mobile first: a responsive
website ...
Analytics / KPI / Reports
Important: don‘t analyse everything! Focus on the KPI (Key Performance Indicators) which make se...
Key Takeaways
► Your website shouldn‘t just be an online services directory of your company but your best sales person!
► ...
08.09.2016 Brandsensations | Inbound Marketing Strategies 33
Questions?
Growth-Driven Design
Inbound Marketing
and Social Media
Strategies
Brandsensations
Inbound Marketing Strategies
François B...
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Customer centric web design for successful Inbound Marketing

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Build a Customer-Centric B2B website that helps you sell more. Launch pad and the most important converting pages first.

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Customer centric web design for successful Inbound Marketing

  1. 1. Customer centric web design for successful Inbound Marketing September 8th, 2016 - Amsterdam Meetup #5 #HUGAmsterdam
  2. 2. Brandsensations Inbound Marketing Strategies Growth-Driven Design Social Media Strategies Founded in 2011 / Viersen, Germany HubSpot Partner Hootsuite Partner Hootsuite Ambassador in DE Influitive Partner Focused on: Interior Design Lifestyle Marketing Agencies Non-Profit Organizations 08.09.2016 Brandsensations | Inbound Marketing Strategies 2 François Benner francois.benner@brandsensations.com www.brandsensations.com @brandsensations
  3. 3. Agenda 08.09.2016 Brandsensations | Inbound Marketing Strategies 3 ► 5 Reasons for a new website ► Inbound Marketing 101 ► Website development ► UX / Customer centric web design ► Website structure ► Growth-Driven Design ► Current web design trends
  4. 4. Time for a new home for your online content! 08.09.2016 Brandsensations | Inbound Marketing Strategies 4
  5. 5. 5 reasons for a new website - Current website is older than 3 years - SEO optimization - User Experience (UX) optimization - Outdated design - Inbound Marketing Strategy implementation for online lead generation > Your website is the anchor of your Inbound Marketing Strategy! 08.09.2016 Brandsensations | Inbound Marketing Strategies 5
  6. 6. Buyer‘s Journey 08.09.2016 Brandsensations | Inbound Marketing Strategies 6 > 60%
  7. 7. Inbound Marketing Methodology 08.09.2016 Brandsensations | Inbound Marketing Strategies 7
  8. 8. First steps: your goal What is your main goal? - Increasse awareness? - Generate leads? - Qualify leads? - Convert leads to customers? > Set a S.M.A.R.T. goal! Example: „ We want to increase the website traffic from 3.000 to 8.000 until March 31st, 2017“ 08.09.2016 Brandsensations | Inbound Marketing Strategies 8
  9. 9. First steps: your Buyer Persona(s) Semi-fictional person who describe your ideal customer: - Their challenges and life goal - Where they get their information and which kind of content they like most - Their daily problems and pain points Then you will: - be better found by these persons - offer relevant content - earn trust and be able to build a relationship 08.09.2016 Brandsensations | Inbound Marketing Strategies 9
  10. 10. First Steps: USP (Unique Selling Proposition) Once you defined your buyer persona you will have to define your USP. Advantages: - Offer better fitting solutions to your leads - Differentiation from your competitors - Strengthen your market position - Development of relevant content 08.09.2016 Brandsensations | Inbound Marketing Strategies 10
  11. 11. Second Step: Structure of the website The structure of your website is like a ground plan, showing how it is planned to work. 08.09.2016 Brandsensations | Inbound Marketing Strategies 11 Bibliothek
  12. 12. UX User Experience Always have the buyer persona in mind while planning the website and its content. You build the website for your visitor / lead / customer. Not for you. Function, then Design. 08.09.2016 Brandsensations | Inbound Marketing Strategies 12
  13. 13. Customer Centric Web Design 08.09.2016 Brandsensations | Inbound Marketing Strategies 13 Golden Rule of Web Design: „Tell me where to click.“ You need to develop first the website structure. Build your website with a visible path. Always guide your visitor to the next action with link or CTAs. Seth‘s Blog: „The first rule of Webdesign“ http://sethgodin.typepad.com/seths_blog/2015/02/the-first-rule-of-web- design.html
  14. 14. Customer Centric Web Design 08.09.2016 Brandsensations | Inbound Marketing Strategies 14 Front Page Example USP: not only web design but sales focused websites > 2 different offers for the different stages of the buyer‘s journey > Testimonial increase trust > Always try to answer at once the visitor question: „What‘s in it for ME?“
  15. 15. 08.09.2016 Brandsensations | Inbound Marketing Strategies 15
  16. 16. Front Page („Home“) 08.09.2016 Brandsensations | Inbound Marketing Strategies 16 ► First impression counts (ZMOT*) ► Am I at the right place? ► Show your USP! ► Clear Navigation ► Don‘t forget to list your Social Media „Follow me“ icons throughout the whole website (header or footer) * Zero Moment Of Truth
  17. 17. Blog ► Your blog is your most important SEO element of your website! ► Ranking: Google love fresh and relevant content ► Time on site ► Tone of voice: there are so many blogs… Be different. Don’t write neutral texts. 08.09.2016 Brandsensations | Inbound Marketing Strategies 17 Heuvel Marketing Website: https://www.heuvelmarketing.com/blog
  18. 18. SEO On-Page SEO: The 9 most important elements on EACH of your pages! ► Keywords – Use Long Tail Keywords !!! ► Page title ► Meta description (shown on SERP Search Engine Result Pages) ► URL ► H1 Tag ► Page content (Text) ► Call to action ► Internal links ► Pictures (File name and ALT Text) 08.09.2016 Brandsensations | Inbound Marketing Strategies 18 Off-Page SEO: Link building (Backlinks) ► Domain authority matters!
  19. 19. Product / Services 08.09.2016 Brandsensations | Inbound Marketing Strategies 19 ► Always start with your most important service or product ► UX matters ► Information is easy to find ► Search field ► Resource page for your content Conversion may start from here too
  20. 20. About us 08.09.2016 Brandsensations | Inbound Marketing Strategies 20 ► 3rd most visited page ► Who are the people behind the brand? ► Where is the company located? ► What is their vision? ► All this information helps you building a relationship with the visitor. ► Don‘t exagerate!
  21. 21. Social Media – Not an option but a necessity 08.09.2016 Brandsensations | Inbound Marketing Strategies 21 Interaktive Infografik: http://pennystocks.la/internet-in-real-time
  22. 22. Social Media 08.09.2016 Brandsensations | Inbound Marketing Strategies 22 ► Spread your content ► Build your network / community ► Real-time interactions ► Monitoring of your brand / products ► Market research / trends ► Always remain authentic ► No more B2B or B2C. It‘s H2H. H2H. Human to Human.
  23. 23. Online Conversion Path Blog / Web Page > Call to action > Landing Page with form > Thank You Page > Next Action 08.09.2016 Brandsensations | Inbound Marketing Strategies 23
  24. 24. Online Conversion Path Blog / Web Page > Call to action > Landing Page with form > Thank You Page > Next Action 08.09.2016 Brandsensations | Inbound Marketing Strategies 24
  25. 25. Growth-Driven Design 08.09.2016 Brandsensations | Inbound Marketing Strategies 25 Website Redesign: How long will stay your website offline?
  26. 26. Growth-Driven Design 08.09.2016 Brandsensations | Inbound Marketing Strategies 26 Growth-Driven Design (GDD) means: ► Quick start ► Budget control ► Optimization of investitions ► Website is always online and up to date ► Agile approach Bildquelle: www.growthdrivendesign.comhttp://www.impactbnd.com/blog/whats-growth-driven-design
  27. 27. Current Web Design Trends 08.09.2016 Brandsensations | Inbound Marketing Strategies 27 Big pictures or background videos
  28. 28. Current Web Design Trends 08.09.2016 Brandsensations | Inbound Marketing Strategies 28 http://wearemammoth.com Clean navigation Plenty of white space
  29. 29. Current Web Design Trends 08.09.2016 Brandsensations | Inbound Marketing Strategies 29 https://www.hubspot.de Flat call-to-action buttons Long pages
  30. 30. Current Web Design Trends 08.09.2016 Brandsensations | Inbound Marketing Strategies 30 Mobile first: a responsive website is a must!
  31. 31. Analytics / KPI / Reports Important: don‘t analyse everything! Focus on the KPI (Key Performance Indicators) which make sense for you. ROI calculation is only possible if you perform your analytics on a regular basis. 08.09.2016 Brandsensations | Inbound Marketing Strategies 31 Analytics Dashboard: Marketing Performance – Leads – Traffic – Blogs – CTA and Landing Pages – Contacts – Social Media …
  32. 32. Key Takeaways ► Your website shouldn‘t just be an online services directory of your company but your best sales person! ► Implement Inbound Marketing Strategies together with an optimized website for ongoing online lead generation and lead qualification. ► Golden rule of web design: „Tell me where to click.“ ► Use a CMS. Modern websites have to be responsive. ► User first: UX matters for success. ► Don‘t forget to include the costs for Content and Social Media in your Inbound Marketing Budget. 08.09.2016 Brandsensations | Inbound Marketing Strategies 32
  33. 33. 08.09.2016 Brandsensations | Inbound Marketing Strategies 33 Questions?
  34. 34. Growth-Driven Design Inbound Marketing and Social Media Strategies Brandsensations Inbound Marketing Strategies François Benner Rudolph-Ulrich-Str. 4 41751 Viersen, Germany T +49 171 644 78 79 www.brandsensations.com E francois.benner@brandsensations.com certified partner

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