Customer centric web design for successful Inbound Marketing
1. Customer centric web design for
successful Inbound Marketing
September 8th, 2016 - Amsterdam Meetup #5 #HUGAmsterdam
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
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François Benner
francois.benner@brandsensations.com
www.brandsensations.com
@brandsensations
3. Agenda
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âș 5 Reasons for a new website
âș Inbound Marketing 101
âș Website development
âș UX / Customer centric web design
âș Website structure
âș Growth-Driven Design
âș Current web design trends
4. Time for a new home for your online content!
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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- Outdated design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!
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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: â We want to increase the website traffic from
3.000 to 8.000 until March 31st, 2017â
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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
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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
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11. Second Step: Structure of the website
The structure of your website is like a ground plan, showing
how it is planned to work.
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Bibliothek
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.
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13. Customer Centric Web Design
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Golden Rule of Web Design:
âTell me where to click.â
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.
Sethâs Blog: âThe first rule of Webdesignâ
http://sethgodin.typepad.com/seths_blog/2015/02/the-first-rule-of-web-
design.html
14. Customer Centric Web Design
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Front Page Example
USP: not only web design but sales focused websites >
2 different offers for the different stages
of the buyerâs journey >
Testimonial increase trust >
Always try to answer at once the visitor question:
âWhatâs in it for ME?â
16. Front Page (âHomeâ)
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âș First impression counts (ZMOT*)
âș Am I at the right place?
âș Show your USP!
âș Clear Navigation
âș Donât forget to list your Social Media
âFollow meâ icons throughout the whole
website (header or footer)
* Zero Moment Of Truth
17. Blog
âș Your blog is your most important SEO
element of your website!
âș Ranking: Google love fresh and relevant
content
âș Time on site
âș Tone of voice: there are so many blogsâŠ
Be different. Donât write neutral texts.
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Heuvel Marketing Website: https://www.heuvelmarketing.com/blog
18. SEO
On-Page SEO:
The 9 most important elements on EACH of your
pages!
âș Keywords â Use Long Tail Keywords !!!
âș Page title
âș Meta description (shown on SERP Search Engine
Result Pages)
âș URL
âș H1 Tag
âș Page content (Text)
âș Call to action
âș Internal links
âș Pictures (File name and ALT Text)
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Off-Page SEO: Link building (Backlinks)
âș Domain authority matters!
19. Product / Services
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âș Always start with your most important
service or product
âș UX matters
âș Information is easy to find
âș Search field
âș Resource page for your content
Conversion may start from here too
20. About us
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âș 3rd most visited page
âș Who are the people behind the brand?
âș Where is the company located?
âș What is their vision?
âș All this information helps you building a
relationship with the visitor.
âș Donât exagerate!
21. Social Media â Not an option but a necessity
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Interaktive Infografik: http://pennystocks.la/internet-in-real-time
22. Social Media
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âș Spread your content
âș Build your network / community
âș Real-time interactions
âș Monitoring of your brand / products
âș Market research / trends
âș Always remain authentic
âș No more B2B or B2C. Itâs H2H.
H2H. Human to Human.
23. Online Conversion Path
Blog / Web Page > Call to action > Landing Page with form > Thank You Page > Next Action
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24. Online Conversion Path
Blog / Web Page > Call to action > Landing Page with form > Thank You Page > Next Action
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26. Growth-Driven Design
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Growth-Driven Design (GDD) means:
âș Quick start
âș Budget control
âș Optimization of investitions
âș Website is always online and up to date
âș Agile approach
Bildquelle: www.growthdrivendesign.comhttp://www.impactbnd.com/blog/whats-growth-driven-design
27. Current Web Design Trends
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Big pictures or background videos
28. Current Web Design Trends
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http://wearemammoth.com
Clean navigation
Plenty of white space
29. Current Web Design Trends
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https://www.hubspot.de
Flat call-to-action buttons
Long pages
30. Current Web Design Trends
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Mobile first: a responsive
website is a must!
31. Analytics / KPI / Reports
Important: donât 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.
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Analytics Dashboard: Marketing Performance â Leads â Traffic â Blogs â CTA and Landing Pages â Contacts â Social Media âŠ
32. Key Takeaways
âș Your website shouldnât just be an online services directory of your company but your best sales person!
âș Implement Inbound Marketing Strategies together with an optimized website for ongoing online lead
generation and lead qualification.
âș Golden rule of web design: âTell me where to click.â
âș Use a CMS. Modern websites have to be responsive.
âș User first: UX matters for success.
âș Donât forget to include the costs for Content and Social Media in your Inbound Marketing Budget.
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