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Your Digital Brand: Building a Powerful Website

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Confused about website technology and how you can use it to market your business? Want to learn what goes into building a powerful website?

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Your Digital Brand: Building a Powerful Website

  1. 1. Your Digital Brand: Building a Powerful Website www.MadMarketeer.com [email_address] “ Making Sense of Marketing Madness”
  2. 2. Mad Marketeer ... Are you confused by the “Universe of Marketing Possibilities”? At Mad Marketeer, we help you make sense of the marketing madness!
  3. 3. Many ways to build digital brand! <ul><li>Website </li></ul><ul><li>Templates: PPT, emails, newsletters </li></ul><ul><li>Blog </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Screencasts </li></ul><ul><li>Webinars </li></ul><ul><li>Avatars </li></ul><ul><li>Flash and Virtual Presentations </li></ul>
  4. 4. Websites help build your Digital Brand! <ul><li>Every website is comprised of four parts: </li></ul><ul><ul><li>Backend Infrastructure </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><ul><li>Text </li></ul></ul></ul><ul><ul><ul><li>Images </li></ul></ul></ul><ul><ul><ul><li>Navigation </li></ul></ul></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Add-on Elements </li></ul></ul><ul><ul><ul><li>Flash animation </li></ul></ul></ul><ul><ul><ul><li>Avatars, etc. </li></ul></ul></ul>
  5. 5. How to build a website: think of a car <ul><li>Infrastructure: chassis, engine, axle, etc. </li></ul><ul><ul><li>Web infrastructure includes all your features and functionality such as pages, forms, eStore, registration, ticketing … </li></ul></ul><ul><li>Content: seats, steering wheel, etc. </li></ul><ul><ul><li>Web content includes your text, images … </li></ul></ul>
  6. 6. <ul><li>Design </li></ul><ul><ul><li>Web design is like dropping the body of the car on the frame … you are dropping a “picture” on top of an infrastructure … </li></ul></ul><ul><li>Add-Ons </li></ul><ul><ul><li>Web add-ons include avatars, Flash animation, virtual presentations, virtual testimonials … </li></ul></ul>
  7. 7. Content Types and Challenges
  8. 8. Let’s take a closer look: CONTENT <ul><li>Your content may include: </li></ul><ul><ul><li>Text </li></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><li>Graphics </li></ul></ul><ul><ul><li>Audio </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Animation </li></ul></ul><ul><ul><li>Downloadable files </li></ul></ul><ul><li>An effective website includes: </li></ul><ul><ul><li>Clear and concise messaging and navigation </li></ul></ul><ul><ul><li>Both informational (brochure-ware) and transactional (interactive) features </li></ul></ul>
  9. 9. Website Messaging & Navigation <ul><ul><li>Focused around one, clear objective </li></ul></ul><ul><ul><li>Communicates clear problem/solution </li></ul></ul><ul><ul><li>Seizes prospect’s attention within 5 – 20 seconds!! </li></ul></ul><ul><ul><li>Navigation must be logical and easy to follow </li></ul></ul>
  10. 10. Types of Content <ul><li>Accept $ WITHIN your site (more effective than sending the user to a 3 rd party site) </li></ul><ul><li>Brochure-ware + </li></ul><ul><li>Information only </li></ul><ul><li>Link to 3 rd party site (to accept $) </li></ul><ul><li>Registration </li></ul><ul><li>Applications </li></ul><ul><li>estore </li></ul><ul><li>Donations </li></ul><ul><li>Sign up </li></ul><ul><li>About us </li></ul><ul><li>Programs/Services </li></ul><ul><li>Contact us </li></ul><ul><li>Staff Bios </li></ul><ul><li>Forms </li></ul><ul><li>Polls </li></ul><ul><li>Shopping </li></ul><ul><li>Text </li></ul><ul><li>Images </li></ul><ul><li>Video </li></ul>Transactional Doing Informational Seeing
  11. 11. The content challenge <ul><li>Two keys to content: </li></ul><ul><ul><li>It needs to be FRESH to keep users coming back to your site. </li></ul></ul><ul><ul><li>It needs to be “sticky” and compelling to keep users on your site. The longer someone stays, the more likely they are to do business with you. </li></ul></ul><ul><li>Why don’t most websites incorporate these techniques? </li></ul><ul><ul><li>Because it is too difficult and too expensive to make changes and additions. We have a solution for this! </li></ul></ul>
  12. 12. Designing Your Logo The impact on your “look and feel”
  13. 13. Before After * Note: MMA changed its logo and the name of the business to Cerenade.
  14. 14. New Designs
  15. 15. Taglines “ Sharing Business. Giving Back.” “ How business takes form.” “ Build. Empower. Inspire.” “ Caring for your senior needs.” “ Be the community of change.”
  16. 16. Design Challenges and Solutions Design = The “look and feel” of your website
  17. 17. Before: Texas Workforce Solutions Challenge : cluttered and messaging not compelling to user
  18. 18. After: Texas Workforce Solutions Solution : “Communicate Your Brand” Workshop: 1. Create a compelling “story” that reflects your strengths 2. Ensure clear, consistent messaging that highlights differentiators 3. Understand constituent trigger points and develop effective messaging 4. Build information framework and navigation Result: Clearer design Relevant messaging Focus on customer service
  19. 19. Before: The Prospice Group Corp. Challenge : low budget looking design & logo, weak messaging
  20. 20. After: The Prospice Group Corp. Solution : “Portray Your Brand” Workshop: 1. Create “brand-able” elements 2. Identify visual approach 3. Explore use of color, fonts, and images Result: Professional “big business” design Memorable branding/logo Lots of content; easy to navigate
  21. 21. Before: The F.A.S.T. Project Challenge : template design, no messaging, not professional looking
  22. 22. After: The F.A.S.T. Project Solution : “Optimize Your Website” Workshop: 1. Focus site around one, clear objective 2. Quickly communicate purpose 3. Include credibility indicators 4. Ensure information flow is natural and intuitive Result: “Fun” design that appeals to youth Clear focus on student sign ups Purpose communicated in less than 20 seconds Photos, testimonials, resources provide credibility Extremely simple to navigate
  23. 23. New Designs Variety of styles and formats!
  24. 24. New Design: NaviPath
  25. 25. New Design: Cerenade
  26. 26. New Design: ThinAndFineHair.com
  27. 27. New Design: We The People Speak Blog
  28. 28. Website Infrastructure Two Methods to Compare
  29. 29. Let’s look at Website Infrastructure! <ul><li>Website infrastructure is made up of: </li></ul><ul><ul><li>Features </li></ul></ul><ul><ul><li>Functionality </li></ul></ul><ul><li>You can build your infrastructure using two methods: </li></ul><ul><ul><li>Web developer/programmer </li></ul></ul><ul><ul><li>Mad Marketeer PowerSite </li></ul></ul>
  30. 30. Building a website using a web developer <ul><li>Each page created and programmed </li></ul><ul><li>Forms each built individually </li></ul><ul><li>Text changes/additions require programming skills </li></ul><ul><li>Not easy to add photos, flash, graphics because everything must be programmed </li></ul><ul><li>Key issues: </li></ul><ul><ul><li>Requires technical or programming skills </li></ul></ul><ul><ul><li>Time-consuming </li></ul></ul><ul><ul><li>Expensive (each form, page, add-on, etc. is an additional expense) </li></ul></ul>
  31. 31. Building a website using PowerSite <ul><li>A Web 2.0 application! </li></ul><ul><li>Unprecedented functionality! </li></ul><ul><li>Unprecedented flexibility! </li></ul><ul><li>Unprecedented affordability! </li></ul>
  32. 32. The Power of Web 2.0 <ul><li>What does Web 2.0 mean? </li></ul><ul><ul><li>An application that is web-based instead of being a desktop application </li></ul></ul><ul><li>Advantages of PowerSite being a Web 2.0 solution: </li></ul><ul><ul><li>Eliminates the need for web developers/ programmers </li></ul></ul><ul><ul><li>Free hosting </li></ul></ul><ul><ul><li>No bandwidth/throughput limits </li></ul></ul><ul><ul><li>Hassle-free (continuous monitoring) </li></ul></ul><ul><ul><li>Provides valuable site statistics </li></ul></ul><ul><ul><li>Provides enhanced Search Engine Optimization </li></ul></ul>
  33. 33. PowerSite has Unprecedented Functionality! <ul><ul><li>Custom design/menu – not a template product </li></ul></ul><ul><ul><li>Forms </li></ul></ul><ul><ul><li>Registration </li></ul></ul><ul><ul><li>Ticketing </li></ul></ul><ul><ul><li>eStore </li></ul></ul><ul><ul><li>Polls </li></ul></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Membership </li></ul></ul><ul><ul><li>Online Payments </li></ul></ul><ul><ul><li>Posting & Editing Capability </li></ul></ul><ul><ul><li>Reporting </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Foreign Language Mirror Sites </li></ul></ul><ul><ul><li>Member-only or password-protected site </li></ul></ul><ul><ul><li>And more! </li></ul></ul>
  34. 34. PowerSite has Unprecedented Flexibility! <ul><li>All of this can be accomplished without a web developer or programmer! </li></ul><ul><li>Upload or change content anytime – It’s as simple as editing a word document! </li></ul><ul><ul><li>Text </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Graphics </li></ul></ul><ul><ul><li>PDFs </li></ul></ul><ul><li>Program: </li></ul><ul><ul><li>Featured products every month </li></ul></ul><ul><ul><li>Rotating text </li></ul></ul><ul><ul><li>Automatic updates </li></ul></ul><ul><li>Create: </li></ul><ul><ul><li>Drop down menus </li></ul></ul><ul><ul><li>PDF documents as a free download </li></ul></ul><ul><ul><li>Forms for data and/or payments </li></ul></ul><ul><li>Add: </li></ul><ul><ul><li>Flash animation </li></ul></ul><ul><ul><li>Hyperlinks anywhere </li></ul></ul><ul><ul><li>Additional tabs or pages </li></ul></ul>
  35. 35. PowerSite has Unprecedented Affordability! <ul><li>Dollar for dollar, PowerSite is far more cost effective </li></ul><ul><li>Eliminates the expense of programmers and technical personnel </li></ul>
  36. 36. Your Own World-Class Website <ul><li>Now at last, a website that: </li></ul><ul><ul><li>Presents an attractive design </li></ul></ul><ul><ul><li>Enables easy navigation </li></ul></ul><ul><ul><li>Quickly seizes the prospect’s attention </li></ul></ul><ul><ul><li>Includes up-to-date information </li></ul></ul><ul><ul><li>Provides informational AND transactional content </li></ul></ul><ul><ul><li>Allows you to interact with your constituents in new ways </li></ul></ul>
  37. 37. Merging Website Design and PowerSite Infrastructure Building a Powerful Website!
  38. 38. Customized Design Change text whenever you want! Videos and Avatars
  39. 39. Polls Email Sign Up
  40. 40. Easy to Create External Links Easy to Create Internal Links No Tech Skills Req’d to Change Images
  41. 41. Customized Menu (drop downs also available) Flash Animation
  42. 42. Create a Form and capture information at the same time users vote! Vote
  43. 43. Build a Form Collect the Information in a Database
  44. 44. Online Surveys
  45. 45. Sign-up for Classes Pay Online
  46. 46. Submit Employment Information Download Resume & Cover Letter
  47. 47. “ Members Only” password- protected area
  48. 48. Content + Design + Infrastructure + Add-on’s = A Powerful Website!! Contact Us: www.MadMarketeer.com [email_address] <ul><li>Mad Marketeer services include: </li></ul><ul><li>Websites </li></ul><ul><li>Templates: PPT, emails, newsletters </li></ul><ul><li>Blogs </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Screencasts </li></ul><ul><li>Webinars </li></ul><ul><li>Avatars </li></ul><ul><li>Flash and Virtual Presentations </li></ul>