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Your website needs you!
Tips to ensure that your website adds value to your business
                                           Tuesday, 5 July 2011
Introductions
Who is Obergine?

Full service digital marketing agency.


We create online and mobile solutions that add value
to our clients and their customers.


Clients include:
  Concha y Toro
  Cono Sur Vineyards & Winery
  Oxford University Press
  University of Reading
About the presenter

Jeremy Anderson
Digital director
Jeremy is a founding partner of Obergine and is
responsible for client services and digital strategy.
With over 15 years as a digital marketing
professional, Jeremy has expertise in:
 Web design
 Content management & e-commerce
 Mobile sites & apps
 Digital & social media marketing
 Web & data analytics
Planning a successful website
Target audience insight

 Who is your target audience?
 What are their goals?
 What motivates them?
 Are they skilled internet users?
 What do they want to achieve by visiting the site?
 What information do they need from the site?


Create personas in order to profile them…
 Personas describes the goals, skills, attitudes, motivations and
  environment of a specific user group.
 Examples include “fine wine lovers”, “weekend party animals” and
  “discount vultures”
Solid strategy

Reach
Make it easy for your target audience to find your
business and engage with you online



Convert                                                Reach       Convert

When people visit your website – recognise that they
are looking for an answer to a need and the website
                                                               
must facilitate this quickly and easily
                                                           Retain

Retain
Empathise with your customers and respond to their
needs to ensure that long term satisfying
relationships are formed
What are the tactical areas do you need to consider?
Comprehensive tactics


  Reach              Convert                Retain

                           Goals                Goals


     Content              Content              Content


                         Usability            Usability


                         Branding             Branding


  Search engine
optimisation (SEO)

   Social media         Social media         Social media
optimisation (SMO)   optimisation (SMO)   optimisation (SMO)
Goals                                            Goal tactics




  Reach              Convert                Retain

                           Goals                Goals


     Content              Content              Content


                         Usability            Usability


                         Branding             Branding


  Search engine
optimisation (SEO)

   Social media         Social media         Social media
optimisation (SMO)   optimisation (SMO)   optimisation (SMO)
Goal fundamentals                    Goal tactics




Your website needs to achieve business
  goals such as bookings, sales and data
                collection
People want information quickly                 Goal tactics




                             No visible contact details


                             No visible opening hours


                             No visible location information


                             No call-to-actions for goals


                             Only link gets lost at the bottom


                             No web analytics



                                  Performance against core strategies
                                  Reach        Convert          Retain
                                   N/A             O              O
Build an email marketing database              Goal tactics




                             Incentivised email sign-up form


                             Capture gender and DOB


                             Too many mandatory fields


                             No privacy policy


                             Contact info & opening times


                             Third party reviews



                                 Performance against core strategies
                                 Reach        Convert          Retain
                                  N/A
Content
Content tactics                                    tactics




  Reach              Convert                Retain

                           Goals                Goals


     Content              Content              Content


                         Usability            Usability


                         Branding             Branding


  Search engine
optimisation (SEO)

   Social media         Social media         Social media
optimisation (SMO)   optimisation (SMO)   optimisation (SMO)
Content
Content fundamentals                 tactics




 The best content is relevant, clear and
 useful and available in different media
              formats
Content
Keep content current                        tactics



                       Menu available as PDF


                       Menu not available as HTML


                       Content is out-of-date


                       Event content not promoted


                       Photography is good &relevant


                       Informative & friendly content




                            Performance against core strategies
                           Reach         Convert         Retain
Content
Show off your venue and products                  tactics



                             Stunning photography


                             Photos lack content relevancy


                             Menus can not be printed


                             Excellent use of video


                             Content is fresh and useful


                             Reviews prominent




                                  Performance against core strategies
                                 Reach         Convert         Retain
                                   P                             P
Usability
Usability tactics                                  tactics




  Reach              Convert                Retain

                           Goals                Goals


     Content              Content              Content


                         Usability            Usability


                         Branding             Branding


  Search engine
optimisation (SEO)

   Social media         Social media         Social media
optimisation (SMO)   optimisation (SMO)   optimisation (SMO)
Usability
Usability fundamentals                tactics




  Make it easy for visitors navigate the
website, locate the information they need
    and perform the tasks required
Usability
Manage user expectations                         tactics



                           Clear navigation interaction


                           Breadcrumbs trail


                           Verbose link hover text


                           Clear call-to-actions


                           Clear error prevention


                           Embedded Google map




                                Performance against core strategies
                               Reach         Convert         Retain
                                N/A                            P
Usability
Make it easy for your users                         tactics



                              Navigation interaction not clear


                              No breadcrumbs trail


                              Call-to-actions ambiguous


                              Error prevention not clear


                              No link hover text




                                   Performance against core strategies
                                  Reach         Convert         Retain
                                   N/A             O              O
Branding
Branding tactics                                   tactics




  Reach              Convert                Retain

                           Goals                Goals


     Content              Content              Content


                         Usability            Usability


                         Branding             Branding


  Search engine
optimisation (SEO)

   Social media         Social media         Social media
optimisation (SMO)   optimisation (SMO)   optimisation (SMO)
Branding
Branding fundamentals                tactics




Your website needs a recognisable design
 with the content to invoke an emotional
  response that reinforces the brand
               identity
Branding
Customers as brand fans                        tactics



                          Consistent and deep branding


                          Happy people photography


                          Friendly and fun tone of voice


                          Social media branding aligned


                          Communication consistency


                          Tab/bookmark favicon present




                               Performance against core strategies
                              Reach         Convert         Retain
                               N/A                            P
Branding
Branding needs consistency                       tactics



                             Limited branding on site


                             Venue photography is tiny


                             Food photography is absent


                             Brand / message mismatch


                             Twitter branding inconsistent




                                 Performance against core strategies
                                 Reach        Convert         Retain
                                  N/A            O              O
SEO tactics                                      SEO tactics




  Reach              Convert                Retain

                           Goals                Goals


     Content              Content              Content


                         Usability            Usability


                         Branding             Branding


  Search engine
optimisation (SEO)

   Social media         Social media         Social media
optimisation (SMO)   optimisation (SMO)   optimisation (SMO)
SEO fundamentals                   SEO tactics




  Build your site for easy indexing

Keep your content   fresh and relevant

Maximise diversity and volume of quality
              backlinks
Why is SEO important?                                        SEO tactics




 Over 85% of prospective customers use the internet to find what they
  are looking for
 Seven out of ten users click a search result within the first page of
  results
 Only 8% of users venture beyond the third page of search results




 A good ranking on a major search engine
     can make the difference between
      commercial success and failure
SEO top tips                                                    SEO tactics




1. Search engine results are ads        6. Quality backlink diversity


2. Be consistent and relevant           7. Outbound links matter


3. Localise your content                8. Be social


4. Link text must work out-of-context   9. Get listed locally


5. Keep your content fresh              10. Make sure your site is fast
Social media optimisation tactics                SMO tactics




  Reach              Convert                Retain

                           Goals                Goals


     Content              Content              Content


                         Usability            Usability


                         Branding             Branding


  Search engine
optimisation (SEO)

   Social media         Social media         Social media
optimisation (SMO)   optimisation (SMO)   optimisation (SMO)
Social media fundamentals           SMO tactics




Be active in social media, push and pull
content to/from social media channels and
encourage user generated content
Be active, friendly and genuine                      SMO tactics




                                  Social media promoted on site


                                  Branded Facebook & Twitter


                                  To enter on FB – need to “like”


                                  Twitter & Facebook integrated


                                  Fun, relaxed & regular dialogue


                                  Can not share content from site




                                       Performance against core strategies
                                      Reach         Convert         Retain
Takeaways
Goal tactics

 Review your website goals and ask yourself if there are missed opportunities for the website to
  help your business


 Display contact information prominently on all website pages


 Ensure that opening times and address details with Google map links are present on all pages


 Measure website performance and user interactions – Google Analytics is highly effective and a
  great free tool


 Capture email addresses for email marketing at every data capture touchpoint


 Include a privacy policy on website that explains clearly what data is captured by the website, who
  it is used and how the user can be removed from any marketing database


 Make call-to-actions for purchases, bookings and contact requests clearly visible across the
  website
Content tactics

 Use photography and video to promote your venues and products


 Align page content with photography used


 Ensure that content can be printed, downloaded as a PDF and also available online


 Include third party reviews and customer testimonials


 Promote new and updated content and remove old content as soon as it lacks relevancy


 Spell check and proof read your content before publication


 Create content for your target audiences eg., “conferences”, “Christmas parties” and “families”


 Cross-sell content across the site
Usability tactics

 Navigation controls should use different colours and styles indicate when selected or activated


 For sites that include sub-pages, always have a breadcrumbs trail


 All call-to-actions (secondary, primary and tertiary) should use clear language and styling


 Utilise link descriptions to provide tool tips that aid the user journey and set user expectations


 On data capture forms, ensure that mandatory fields are clearly indicated and that any field that
  fails error validation is highlighted


 When linking to external sites and/or PDF files ensure that they launch in a new browser window


 Use imagery (eg., embedded maps on contact pages) to help provide context and clarity to content


 On large sites provide a site wide free text search
Branding tactics

 Implement your brand so that it reflects the credibility and reputation of your business


 Your website design should consider fonts, styles and colour palletes holistically and should not be
  limited to the logo


 Your social media channel branding needs to reflect your website design and branding


 Brand both your 404 “missing page” and browser tab/bookmark favicons


 Use the same tone of voice for your website copy as you do for social media channel
  communications


 Use photography that shows off your venue, food and drinks in situ ie., with real customers


 Be grateful and reward your customers for their custom with offers and initiatives that encourage
  repeat visits
Search engine optimisation tactics

 Google listings are ads - all your pages need unique page titles and descriptions with the page description expanding upon
  and substantiating the page title


 Relevancy - our page title and primary page header need to be tightly aligned and use the same keywords


 Link text - ensure that all your internal links are verbose and make sense out of-context


 Quality backlink diversity - get your restaurant, bar and hotel reviewed on a range of blogs and review sites with backlinks to
  your site


 Outbound links - be generous with your links and link out to other sites within your content


 Content freshness - create content on a regular basis that people will find useful, discuss and link to


 Social signals - engage with people on social media channels and publish links to your content there


 Get local – register with Google Places, Bing for Business and Yahoo Local and include local keywords in your content


 Speed matters – make sure your site loads quickly
Social media optimisation tactics (1 of 2)

 Start with Twitter then Facebook – you don’t have to do everything at once


 Brand your social media channels


 Use social media to engage with those influential in your industry eg., hospitality industry bloggers


 Be active! Engage with people every day


 Integrate Twitter feeds on to your website


 Provide content sharing facilities on your website to allow people to share content via email and
  social media


 If you have a blog – allow this to be syndicated via RSS and encourage people to comment upon
  your posts
Social media optimisation tactics (2 of 2)

 Be generous - give back to those who interact and share your content


 Create Facebook pages and not groups


 You're human - communicate like one and do not hide behind a brand name


 Include shortened links (ie., http://bit.ly) whenever you can in your posts on Facebook and Twitter


 Link your Twitter, Facebook and LinkedIn social media channels - one tweet can then get
  published in 3 places if you have integrated a Twitter feed on your website!


 Claim your vanity URL (ie., web address) such as www.facebook.com/obergine by getting 25
  followers ASAP – ask your friends, families, colleagues and staff!
Any questions?
Thank you

If you wish to discuss your digital or print marketing activities with Obergine, please contact us
using the details below.

   Jeremy Anderson                                          Obergine
   Mob:        +44 (0)7718 781189                           The Jam Factory
   Tel:        +44 (0)1865 245777                           27 Park End Street
   Email:      info@obergine.com                            Oxford OX1 1HU
   Web:        http://www.obergine.com                      United Kingdom
   Twitter:    http://twitter.com/obergine
   Facebook: http://facebook.com/obergine.agency

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Imbibe live 2011 your website needs you!

  • 1. Your website needs you! Tips to ensure that your website adds value to your business Tuesday, 5 July 2011
  • 3. Who is Obergine? Full service digital marketing agency. We create online and mobile solutions that add value to our clients and their customers. Clients include:  Concha y Toro  Cono Sur Vineyards & Winery  Oxford University Press  University of Reading
  • 4. About the presenter Jeremy Anderson Digital director Jeremy is a founding partner of Obergine and is responsible for client services and digital strategy. With over 15 years as a digital marketing professional, Jeremy has expertise in:  Web design  Content management & e-commerce  Mobile sites & apps  Digital & social media marketing  Web & data analytics
  • 6. Target audience insight  Who is your target audience?  What are their goals?  What motivates them?  Are they skilled internet users?  What do they want to achieve by visiting the site?  What information do they need from the site? Create personas in order to profile them…  Personas describes the goals, skills, attitudes, motivations and environment of a specific user group.  Examples include “fine wine lovers”, “weekend party animals” and “discount vultures”
  • 7. Solid strategy Reach Make it easy for your target audience to find your business and engage with you online Convert Reach Convert When people visit your website – recognise that they are looking for an answer to a need and the website  must facilitate this quickly and easily Retain Retain Empathise with your customers and respond to their needs to ensure that long term satisfying relationships are formed
  • 8. What are the tactical areas do you need to consider?
  • 9. Comprehensive tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engine optimisation (SEO) Social media Social media Social media optimisation (SMO) optimisation (SMO) optimisation (SMO)
  • 10. Goals Goal tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engine optimisation (SEO) Social media Social media Social media optimisation (SMO) optimisation (SMO) optimisation (SMO)
  • 11. Goal fundamentals Goal tactics Your website needs to achieve business goals such as bookings, sales and data collection
  • 12. People want information quickly Goal tactics No visible contact details No visible opening hours No visible location information No call-to-actions for goals Only link gets lost at the bottom No web analytics Performance against core strategies Reach Convert Retain N/A O O
  • 13. Build an email marketing database Goal tactics Incentivised email sign-up form Capture gender and DOB Too many mandatory fields No privacy policy Contact info & opening times Third party reviews Performance against core strategies Reach Convert Retain N/A
  • 14. Content Content tactics tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engine optimisation (SEO) Social media Social media Social media optimisation (SMO) optimisation (SMO) optimisation (SMO)
  • 15. Content Content fundamentals tactics The best content is relevant, clear and useful and available in different media formats
  • 16. Content Keep content current tactics Menu available as PDF Menu not available as HTML Content is out-of-date Event content not promoted Photography is good &relevant Informative & friendly content Performance against core strategies Reach Convert Retain
  • 17. Content Show off your venue and products tactics Stunning photography Photos lack content relevancy Menus can not be printed Excellent use of video Content is fresh and useful Reviews prominent Performance against core strategies Reach Convert Retain P P
  • 18. Usability Usability tactics tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engine optimisation (SEO) Social media Social media Social media optimisation (SMO) optimisation (SMO) optimisation (SMO)
  • 19. Usability Usability fundamentals tactics Make it easy for visitors navigate the website, locate the information they need and perform the tasks required
  • 20. Usability Manage user expectations tactics Clear navigation interaction Breadcrumbs trail Verbose link hover text Clear call-to-actions Clear error prevention Embedded Google map Performance against core strategies Reach Convert Retain N/A P
  • 21. Usability Make it easy for your users tactics Navigation interaction not clear No breadcrumbs trail Call-to-actions ambiguous Error prevention not clear No link hover text Performance against core strategies Reach Convert Retain N/A O O
  • 22. Branding Branding tactics tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engine optimisation (SEO) Social media Social media Social media optimisation (SMO) optimisation (SMO) optimisation (SMO)
  • 23. Branding Branding fundamentals tactics Your website needs a recognisable design with the content to invoke an emotional response that reinforces the brand identity
  • 24. Branding Customers as brand fans tactics Consistent and deep branding Happy people photography Friendly and fun tone of voice Social media branding aligned Communication consistency Tab/bookmark favicon present Performance against core strategies Reach Convert Retain N/A P
  • 25. Branding Branding needs consistency tactics Limited branding on site Venue photography is tiny Food photography is absent Brand / message mismatch Twitter branding inconsistent Performance against core strategies Reach Convert Retain N/A O O
  • 26. SEO tactics SEO tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engine optimisation (SEO) Social media Social media Social media optimisation (SMO) optimisation (SMO) optimisation (SMO)
  • 27. SEO fundamentals SEO tactics Build your site for easy indexing Keep your content fresh and relevant Maximise diversity and volume of quality backlinks
  • 28. Why is SEO important? SEO tactics  Over 85% of prospective customers use the internet to find what they are looking for  Seven out of ten users click a search result within the first page of results  Only 8% of users venture beyond the third page of search results A good ranking on a major search engine can make the difference between commercial success and failure
  • 29. SEO top tips SEO tactics 1. Search engine results are ads 6. Quality backlink diversity 2. Be consistent and relevant 7. Outbound links matter 3. Localise your content 8. Be social 4. Link text must work out-of-context 9. Get listed locally 5. Keep your content fresh 10. Make sure your site is fast
  • 30. Social media optimisation tactics SMO tactics Reach Convert Retain Goals Goals Content Content Content Usability Usability Branding Branding Search engine optimisation (SEO) Social media Social media Social media optimisation (SMO) optimisation (SMO) optimisation (SMO)
  • 31. Social media fundamentals SMO tactics Be active in social media, push and pull content to/from social media channels and encourage user generated content
  • 32. Be active, friendly and genuine SMO tactics Social media promoted on site Branded Facebook & Twitter To enter on FB – need to “like” Twitter & Facebook integrated Fun, relaxed & regular dialogue Can not share content from site Performance against core strategies Reach Convert Retain
  • 34. Goal tactics  Review your website goals and ask yourself if there are missed opportunities for the website to help your business  Display contact information prominently on all website pages  Ensure that opening times and address details with Google map links are present on all pages  Measure website performance and user interactions – Google Analytics is highly effective and a great free tool  Capture email addresses for email marketing at every data capture touchpoint  Include a privacy policy on website that explains clearly what data is captured by the website, who it is used and how the user can be removed from any marketing database  Make call-to-actions for purchases, bookings and contact requests clearly visible across the website
  • 35. Content tactics  Use photography and video to promote your venues and products  Align page content with photography used  Ensure that content can be printed, downloaded as a PDF and also available online  Include third party reviews and customer testimonials  Promote new and updated content and remove old content as soon as it lacks relevancy  Spell check and proof read your content before publication  Create content for your target audiences eg., “conferences”, “Christmas parties” and “families”  Cross-sell content across the site
  • 36. Usability tactics  Navigation controls should use different colours and styles indicate when selected or activated  For sites that include sub-pages, always have a breadcrumbs trail  All call-to-actions (secondary, primary and tertiary) should use clear language and styling  Utilise link descriptions to provide tool tips that aid the user journey and set user expectations  On data capture forms, ensure that mandatory fields are clearly indicated and that any field that fails error validation is highlighted  When linking to external sites and/or PDF files ensure that they launch in a new browser window  Use imagery (eg., embedded maps on contact pages) to help provide context and clarity to content  On large sites provide a site wide free text search
  • 37. Branding tactics  Implement your brand so that it reflects the credibility and reputation of your business  Your website design should consider fonts, styles and colour palletes holistically and should not be limited to the logo  Your social media channel branding needs to reflect your website design and branding  Brand both your 404 “missing page” and browser tab/bookmark favicons  Use the same tone of voice for your website copy as you do for social media channel communications  Use photography that shows off your venue, food and drinks in situ ie., with real customers  Be grateful and reward your customers for their custom with offers and initiatives that encourage repeat visits
  • 38. Search engine optimisation tactics  Google listings are ads - all your pages need unique page titles and descriptions with the page description expanding upon and substantiating the page title  Relevancy - our page title and primary page header need to be tightly aligned and use the same keywords  Link text - ensure that all your internal links are verbose and make sense out of-context  Quality backlink diversity - get your restaurant, bar and hotel reviewed on a range of blogs and review sites with backlinks to your site  Outbound links - be generous with your links and link out to other sites within your content  Content freshness - create content on a regular basis that people will find useful, discuss and link to  Social signals - engage with people on social media channels and publish links to your content there  Get local – register with Google Places, Bing for Business and Yahoo Local and include local keywords in your content  Speed matters – make sure your site loads quickly
  • 39. Social media optimisation tactics (1 of 2)  Start with Twitter then Facebook – you don’t have to do everything at once  Brand your social media channels  Use social media to engage with those influential in your industry eg., hospitality industry bloggers  Be active! Engage with people every day  Integrate Twitter feeds on to your website  Provide content sharing facilities on your website to allow people to share content via email and social media  If you have a blog – allow this to be syndicated via RSS and encourage people to comment upon your posts
  • 40. Social media optimisation tactics (2 of 2)  Be generous - give back to those who interact and share your content  Create Facebook pages and not groups  You're human - communicate like one and do not hide behind a brand name  Include shortened links (ie., http://bit.ly) whenever you can in your posts on Facebook and Twitter  Link your Twitter, Facebook and LinkedIn social media channels - one tweet can then get published in 3 places if you have integrated a Twitter feed on your website!  Claim your vanity URL (ie., web address) such as www.facebook.com/obergine by getting 25 followers ASAP – ask your friends, families, colleagues and staff!
  • 42. Thank you If you wish to discuss your digital or print marketing activities with Obergine, please contact us using the details below. Jeremy Anderson Obergine Mob: +44 (0)7718 781189 The Jam Factory Tel: +44 (0)1865 245777 27 Park End Street Email: info@obergine.com Oxford OX1 1HU Web: http://www.obergine.com United Kingdom Twitter: http://twitter.com/obergine Facebook: http://facebook.com/obergine.agency