Website foundations for a good digital marketing plan
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WEBSITE MARKETING Grow your online audience and market your business Peter Bui / Martina Kocian - PB Web Development
Transcript of Website foundations for a good digital marketing plan
WEBSITE MARKETINGGrow your online audience and market your business
Peter Bui / Martina Kocian - PB Web Development
OUR DIGITAL JOURNEY
Started back in 2005
DIGITAL LANDSCAPE IN 2005
➤ Keyword stuffing was the thing to do, hidden keywords
➤ Link networks Twitter wasn’t around
➤ Facebook was in its infancy
FOLLOW GOOD PRACTISES
➤ Semantic code
➤ Optimised websites for low bandwidth users
➤ Accessible content
OBSESSED WITH SPEED
RANKED 1 FOR “WEB DEVELOPMENT ADELAIDE”
BUYING BEHAVIOUREDUCATED DECISION MAKERS
NO NEED FOR A SALES
PERSONJust transaction enablers
EDUCATED BUYERS
➤ Internet provides all the information they need
➤ Higher cost of the goods, the more research one does
➤ Customer enters store ready to purchase
➤ Re-engages online post purchase
WHAT ABOUT YOUR WEBSITE
➤ Does your website provide all the information the customer needs?
➤ Would a customer leave your website ready to make a decision to purchase or engage with your services?
➤ Perhaps you can automate some on boarding processes
➤ Can the customer re-engage afterwards post sale or service?
RISE OF SOCIAL MEDIACUSTOMERS HAVE A VOICE
ENGAGE WITH USERS WHERE THEY
INTERACTEngage their social channels
TWITTER MARKETING
➤ Listen to people
➤ Engage with then
➤ Let them engage with you
FACEBOOK ADVERTISING
➤ Allows for targeted marketing
➤ Retarget and stalk your followers
➤ cost effective with a big reach with potential viral social effects
CUSTOMERS NOW HAVE AN ONLINE
VOICEThey can praise or rant
SOCIAL MEDIA MARKETING
➤ Engage with your customers in their space
➤ Advertise in a cost effective area
➤ Take advantage of public comments, recommendations and complaints
CONTENT MARKETINGAKA INBOUND MARKETING
LOOKS AT FLOWING
USERS THROUGH
by using useful content
INBOUND / CONTENT MARKETING
➤ Been around for a long time
➤ Still very new in Australia
➤ Casting a wide net
➤ Capturing data from a user, e.g email for a small piece of information
➤ Automate flow of educating a user, and moving them along through the decision making process to make a sale
NEED FOUNDATIONSFoundations for a digital marketing plan
DIGITAL MARKETING PLAN
➤ Who do we target?
➤ What channels to target?
➤ What do we pick?
➤ All depends on the user experience…
USER EXPERIENCEUSER EXPERIENCE, CUSTOMER CENTRIC DESIGN
CREATING A POSITIVE USER EXPERIENCE
➤ UX Design - the process of enhancing user satisfaction by improving the usability, accessibility, and pleasure provided in the interaction between the user and the product
FIND OUT WHAT YOUR
USERS WANTAnd give it to them!
HOW DO WE ACHIEVE THIS?
➤ What do they care about?
➤ Who are they? (Personas)
➤ What are their motivations?
➤ What are their needs?
CREATING PERSONAS
People profiles & Archetypes
USER STORIES
Once upon a website…
USER AWARE CONTENT
Stalking…but not…
EXAMPLES OF POSITIVE UX
➤ Fast loading time
➤ Easy to find content and contact details
➤ Engaging - blog, videos, good images, good copy
➤ User aware content
CASE STUDIES & EXAMPLES
➤ LCA website
➤ Austroads
➤ Slater and Gordon
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Product GoalsWhat does LCA offer...
Membership Info and Resources
Support, Community & Collaboration
• Build a network of contacts
• Have your say
• Free subscriptions
• Professional development
opportunities
• Exclusive corporate
discounts
LCA offers information and
resources to the general public,
media and network of lawyers
Offers an active online
community that allows lawyers
to engage and contribute on
many levels from professional,
social?, support and
educational
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Website MotivationsWhy would people visit the LCA website?
Update membership or become a member
Access to information and resources
Keep up to date with the latest news, issues
and cases
To share legal information
Contribute to issues
Collaborate with lawyers
Register for events
Reach a network of lawyers
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PersonasWho would use LCA?
Johnathan the Journalist
Laura the Lawyer Sam the Student
Occupation: Journalist Age: 32Platform: mobile & desktop
Johnathan is a tech savvy and time poor journalist who works in a fast paced industry. His job is very demanding and he is often working to tight deadlines.
He needs to find information fast for media releases.
Motivation: information, research
Occupation: Family Lawyer Age: 41Platform: desktop & mobile
Laura is a hard working family lawyer who needs to stay up to date with what’s happening in her field.
She enjoys reading and keeping up to date with the latest cases and contributing her time to issues.
She needs to refer clients to useful information and resources and wants to stay up to date with the latest news.
Motivation: information, resources refer clients, contribution
Occupation: Law Student Age: 22Platform: mobile & desktop
Sam is a tech savvy law student who needs information and resources for his assignments and uni work.
He has time to search and read through documents but wants them to be relevant and useful to his research topic.
Needs to be able to find what he’s looking for along with any related content that may be useful for research.
Motivation: information, research,resources
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User StoriesHow would personas use the LCA website?
LaywersAs a lawyer I would use LCA for:
• Contributing to issues• Connecting with other lawyers• Collaborating with other lawyers• Keeping up with the latest news
and issues• Referring clients to information
and resources• Uploading submissions?• Register for events
General PublicAs a member of the general public I would use LCA for:
• Finding a lawyer?• Searching for legal information
and resources• Reading about latest issues
MediaAs a media worker I would use LCA for:
• Finding latest and/or relevant information for media releases
HOW TO CREATE AN AWESOME
WEBSITEThat your users will love
ASK QUESTIONS
➤ What are the top 5 things the user should know (our services, our difference)
➤ What are we asking the user to do?
➤ What are our call to action points?
THE PROCESS & STRATEGY
➤ Card sorting exercise
➤ User Personas
➤ Wireframes
➤ Design
➤ Development
THE FUTURECONTENT QUALITY RATING
NEW GUIDELINES FOR CONTENT
➤ November 2015, Google announced, in a leaked guide document some new changes to their search ranking factors in 2016 and these all fall under the category of search quality.
➤ https://moz.com/blog/google-search-quality-raters-guidelines
YOUR MONEY OR YOUR
LIFEor just YMYL
CONTENTS EFFECT ON USER
➤ Does the content effect my money?
➤ Will this content effect my life?
WEBSITE CATEGORIES AFFECTED
ShoppingFinancial
MedicalLife changing
Legal
EXPERTISE,AUTHORITY,
TRUSTEAT
EAT OR ELSE
➤ Does your website showcase your expertise?
➤ Is the website an authoritative website where it is the go to place for this information?
➤ Do users trust the information that they are reading?
HOW TO EAT WELL
➤ Expertise: Manage your own online profile, LinkedIn and Social media platforms
➤ Authoritative: Provide lots of related, useful content and information to show you are a leader in the space.
➤ Trustworthiness: Use social recommendations, reviews, forum profiles to build on this.
USEFUL CONTENT
Supplementary content for the reader
ADDING MORE VALUE
➤ Related content
➤ Tips and hints
➤ You may also like…
➤ More articles by this author
➤ User behaviour aware websites, websites that adapt and change to the users behaviour
PAGE DESIGNGood design, good experience
FOLLOW GOOD STANDARDS
➤ Colour Schemes
➤ Readable content
➤ Non distracting designs or advertising
➤ All about the content
F PATTERN
HEAT MAP CLICK TRACKING
REPUTATION IS A FACTOR
Could be good or bad
DO YOU HAVE A GOOD REPUTATION?
➤ What do other websites say about you?
➤ How do your recommendations and social proof look?
GOOGLE YOURSELF
REVIEWS WILL BOOST PLACES RESULTS
KNOW & KNOW
SIMPLE QUERIES
I just want an answer
TAKE ADVANTAGE
➤ Snippet information
SNIPPETS LOOK LIKE THIS
UPDATED CONTENT
When did I last update?
UPDATE YOUR CONTENT!
➤ Review your content regularly
➤ Modify the last modified dates
➤ Make sure its all relevant and old content is purged
LOTS MORE SMALLER
TECHNICAL ASPECTS
We can talk about those later
OVERVIEW OF THE
FUTURETake note…!
LIST OF THINGS TO CONSIDER
➤ Make your website mobile friendly if it isn’t already
➤ Answer questions that people have
➤ Supplement your content and make it useful
➤ Build your reputation, show off your expertise and become an authoritative source
➤ Focus on awesome content for your users
LIST OF THINGS TO CONSIDER
➤ Understand who your user is
➤ Ensure you’re catering for your personas
➤ Flow your users through their user journeys
➤ Optimise your website for speed
➤ Make sure your website is accessible
