Making the Most of your Website Workshop

Anderson Lima BA MScPt Lecturer & Business Consultant

Welcome!General InformationAgendaIntroductionsLMU TeamAbout meExpectations

The Workshop

• The Theme - a web paradox;• Idea - Online branding focus replacing Web Designing focus;• Power of Network Effects - Collective intelligence;• The strands: Theory building, Science of Search, Customers

Centricity Paradigm, Practical Knowledge and application, Future Developments for a sustainable competitive advantage.

• Here we go...

"Branding is Marketing" Al Ries

"What is the most resilient parasite? Bacteria? A virus? An intestinal worm? An idea. Resilient... highly contagious. Once an idea has taken hold of the brain it's almost impossible to eradicate. An idea that is fully formed - fully understood - that sticks; right in there somewhere." Agent Cobb - Inception

From Web Design to Online Branding1st session

...Digital consumers are on the driving sit of the new Social Economy, which is also driven by sharing e

is not about B2C, or B2B, It is about P2P, is all about relationships...

...Costumers want to experience, they want to participate, share...

The website...

is a part of your Digital Marketing activity that enables online communication to be developed, optimized and aligned to overall marketing strategy in order to increase consumer engagement, value creation, sales growth,

brand equity and profitability in a sustainable manner in order to achieve overall business strategy

My Website - Value Creation and UX

• How I see it... • How customers see it...

• How Google sees it... • How should it look like...

...consumers have fundamentally

altered purchasing decision making.

...

Online Value Creation - Taking UX to a higher level - CX (Costumer Experiencing)

The Trichotomy of User Experience (UX)

UX

Visual Communication (Aesthetics)

Search Science& Social InnovationSocial engagement

Bran

ding

Functionality

Conversion

Lima (2013)

Design Imagery, Pictures, Frames, Logos, Colour, Action Buttons, Usability, Navigations...

Content Marketing, Blogging,Thought Leadership, Social Media Marketing, Buzz Monitoring, Reviews, Forums...

SEM, SEO, PPC, Link Building, Landing Pages, New Technologies, Internet of Things, Wearables...

CX

The importance of customer focus in effective online planning

Why do we need to focus on the customer?Basically... because they are not focusing on you!

Digital Consumers suffer from "Short Attention Span"rage general attentionspan of a literate adult: 10 – 12 minutes

Pete (2009)

Online Value Proposition (OVP)

• Closely tied to your brand positioning;• Reasons why customers will click on; return, register or buy from

your site; and ideally share their experience (key in an age where the customer increasingly defines the brand);

• Intrinsic benefits a visitor will get from the the site, content, web service or functionality – and how that ties to your overall product or service;

• Why OVP - a strong online value proposition hooks, distinguishes a web site from that of its competitors, helps provide a focus to marketing efforts, can be used for PR and word-of-mouth recommendations;

• Turn visitors into customers, customers into loyal followers, followers into brand evangelist.

Bosomworth (2010)

7 Steps to start and refine your OVP

• Review potential OVPs. Unique value propositions are created in two phases: Phase 1 is where you internally (yourself, or within your senior management team) decide on the unique benefits of your web site or service, and Phase 2 is crafting that uniqueness into an outbound message to your market – a confident, assured benefit statement to your market.

• Select your target audience. Garner research if you don’t have it already to inform you who are they are. Build simple personas if you don’t have them (pen portraits that are specific to the site usage) that really dig into what the site must deliver – find the common needs of the relevant personas you must engage online

• Research your audience. Ask your market, those personas, what they need and want. Building your unique differentiation in your market is far more likely when you become involved and understand your customers, tune-in to their triggers – obtain feedback on early concepts and ideas and have a good understanding of how competitors are positioning themselves in your market.

• Benchmark OVPs. Look outside of your industry. Study successful companies of all types. Seek to understand their online value proposition. How are they different in the market?

• Define your OVP. Select a strap line and more detailed value messages you may see listing features or on an about page. But remember that your online value proposition is more than text – think about images (large, small, masthead or a whole wall-paper backdrop), also video or animation to help engage and entertain. A well designed navigation can define the OVP too.

• Communicate OVPs. Which messages and channels will you use to communicate OVPs. OVPs can be communicated in the search results, in catalogue and in print ads. Messaging should engage by keying into the customer’s experience, and emotions the intangibles can be powerful Being the best in price, selection or shipping time is often not enough to separate you from your competition. What can you do with your idea, knowledge of your market to really improve their lives, health, financial situation, status, prestige, etc…?

• Deliver, review and improve. Make sure you are in a good position to deliver on your unique value proposition. It’s not enough to create the best UVP statement only to give way to someone else who could execute better. Know your strengths and build your UVP out from there. The “Online Value Proposition” or OVP should reinforce the core brand proposition, and also shows what can a visitor get from your online services that they can’t get from you offline or from competitors.

Stages in online adoption

• Level 0 – No web site or presence on web - thinks offline is OK • Level 1 – Basic web presence – domain name or Directory (Yell) listing; • Level 2 – Static informational site – often transfer brochure online; • Level 3 – Simple interactive site email form – rely on traditional

methods to sell; • Level 4 – Interactive site supporting transactions and FAQ’s - often

online buying and interactive helpdesk; • Level 5 – fully interactive site supporting whole buying process – full

integration of eBusiness. Offer relationship marketing with clients;

Chaffey (2011)

The Internet Commandments

1. Know your mission on the Internet;2. Be Everything for someone, not something for everyone;3. Give the users something to take home;4. Solution based on Strategy;5. Utilise the possibilities of the Internet;6. Build intellectual know-how and leadership on the Net;7. Involve the user in the designing process;8. Test your solution;9. Give the users power and control;10. Be prepared to change and start all over!

Ten C's for Internet Marketers

Gay et al. (2007)

Online Marketing Approach

• Internally Focused Orientation;• Target Group Orientation;• Costumer Focused Orientation;• Network Focused Orientation

Molenaar (2002)

Online Marketing Objectives - Brand Development

• Provision of Company Information;• Corporate Image promotion;• Product information over and above that available in

other media;• Public Relations;• Human Resources information;• Promotional Campaigns and Integrated

communication - cross-channel.

Gay et al. (2007)

Online Marketing Objectives - Revenue Generation

• Sales either by payments at the time of purchase or order generated online;

• Prospect Generations; used as advertising stream for company/product, of as medium for other sites;

• Direct Marketing; following traditional DM using as a medium for communication

Gay et al. (2007)

Online Marketing Objectives - Customer Service/Support

• Pre-sales information; simply promotional text helping buyers to buy, FAQ pages;

• Post-sales information; comprehensive fitting instructions, usage advise like recipes, supplements, etc...;

• e-CRM; using technology to develop and manage relationships;

• Personalisation; customisations and 1-2-1 approach.

Gay et al. (2007)

Website Integration

• Environmental Analysis, stakeholders, Differentiations Variables, Positioning Strategy;

• Aligned with Overall Business Strategy: Design the offer, value, distribution, communication, partnerships and management;

• Key objectives of the new site;• Web hosting and capabilities;• Re-branding/Redesign;• Integrations with other marketing channels

Gay et al. (2007)

Web Design - What to look for...

• Navigation• Structure – wire-framing• Usability• Interaction• Content and copy• Brand and credibility… image

Test for Effective Web Performance:1. How many mouses clicks to a phone number when starting at a home page?2. Feedbacks/pose questions?3. Animations used? Does it slow down the site?is it gimmicky or useful?4. Does it use fussy backgrounds distracting visitorsfrom text of the site?5. Typos and spelling mistakes?6. Broken or dead links?7. Misleading Links?8. Orphan pages or returning a '404' message?9. Download time?10. Use of pop-up windows? Really necessary?11. Freemiums?12. Use of action colour and action buttons?13. Testimonials?14. Has is been optimised for search engines?15. Internal Search and site map?16. Mobile rendering and Optimisations?

Test for Effective Web Performance:17. Has a Favicon?18. 404 Error Page?19. Print-Friendly CSS?20. Conversion Forms?21. Language Declared and Detected?22. Microformats?23. Dublin Core?24. Spam Block ?25. e-mail privacy? (plain text)26. Directory Browsing? (can it be accessed directly?)27. Server Signature off?28. Mobile rendering and Optimisations?29. Google Analytics? (or equivalent)30. W3C Validity?31. Doctype Declared? 32. Enconding Language?

develop a plan

who are your customers?

who are the consumer generated media creators and critics ?

start monitoring key areas, brands, new products, service encounters...

draw on experience and skills internally, outsource if need be

have a skilled and dedicated ‘interpreter’

1

2

3

4

5

Kelley, N (2012)

Introduction to Search Engine Marketing2nd session

• Keyword;• SEO;• PPC;• Landing Pages;• Link Building;• Searcher Personas;• Conversion Rate

Optimization;

Search Engines

• #1 Google: shows results at any Google-owned website such as Google.com or Google Image Search;

• #2 Yahoo!: shows searches at any Yahoo!-owned website including Alta Vista, and AlltheWeb;

• #3BING: Shows searches at any BING-operated website such as BING Search;

• Yahoo! search engine results are currently driven by BING search algorithm;

• Most popular Search Engines - (Link)Fleischner, M H (2013)

How Search Engines Work

• PageRank Algorithm (1998);• How Search Engines Work:• Organic x Paid Results;• Personalisation;• Anatomy of a Search Engine Result;• Beyond Web pages: Images, Videos, Geolocation.

Fox (2012)

Search Acquisition Strategy Process

• Have all business and product goals aligned and using search data as key part of tour market research;

• Identify target audience;• Determine queries that fit your business needs, what is

your target audience searching in volume?;• Build content to perform well and have relevance;

("serganging")• Offer a call to action that attracts searcher deeper and

deeper into the conversion funnel;• Get you metrics right providing actionable insights into

effective strategy;Fox (2012)

Steps in the Process - 1

1. Identify your business goals:What is the business's purpose?What is the website's purpose?

2. Assess the market opportunity:Based on Keyword research, what searches are relevant to your business?What's the overall volume?

3. Assess the Conversion Potential:What queries will drive conversion (based on your business goals?)Who is the target audience?What's the competitive landscape?

Fox (2012)

Steps in the Process - 2

4. Create a tactical plan;5. Develop Search Personas;6. Develop Search Conversion workflows:

Build a content strategy based on the searcher personas and search conversion workflows;

7. Execute on-page and off-page SEO ;8. Monitor progress;9. Identify actionable metrics;10. Create rollout and adjustment strategies.

Fox (2012)

The Anatomy of SERP - 1

The Anatomy of SERP - 2

The Anatomy of SERP - 3

On-Page Optimisation - Making the Hummingbird happy

• Keyword Architecture - Research, Plan, Build, Implement and Monitor;• Meta Tags - labels given to a web page;• Title - this tag is the page title, no more that seven words and less than sixty

characters;• Description - provides a description of the website or web page, use main

keyword twice for more impact (no stuffing);• Keywords Tag - should include the mains keywords chosen as the mains

focus of your website; (avoid stuffing)• Meta Author - optionals, if there are others it helps to identify content;• Robots - simplest but important, signal to Googlebo, Google's search engine

spider, to crawl your entire website;• Formatting - Content First, Clean Code (W3C), heading tags (<h1>, <h2> and

<h3>) all tags, proper keyword placement, no Flash and JavaScriptFleishcner (2013)

On-Page Optimisation - Cont.

• Alt Tags - use to describe images or graphics, small impact helps; (no stuffing)

• Proper Keyword Placement:Place in the Title tag, description tag, keyword tag and alt tags,Place in an <h1>, <h2>, and/or <h3> tag,Place in the first 25 words of your page,Place in the last 25 words of your page,Bold keyword(s) at least once on your page,Italicize or underline keyword(s) at least once on your page.

• Avoid Flash and use JavaScript External;• (XML) Sitemaps;• Internal Links. Fleishcner (2013)

On-Page Optimisation - Cont.

• For an improved Keyword Architecture and Placement research your competitors;

• Google Page Rank (a.k.a. PR), and old dated friend but still important; can indicate level of competitive strength among competitors sites;

• Website Load Speed - Very important factor in ranking, you can use Google Webmaster Tools or some other type of free online tools to help determine the speed of your site; (Remember User Experience);

• Inbound Links - off-page optimization

Fleischner (2013)

On-Page Optimisation - Keyword Architecture

Keyword Research and Plannerto build your Keyword architecture

On-Page Optimisation - Examples

Off Page Optimisation

• It represents over 70% of your efforts;• Get high qualified links to your sites - ≥ PR, similar

content, use related meta tag, come from diverse sources, Larger number of sites linked to them; (Ex: link: www.chrisbrogan.com)

• Link types: One way, Reciprocal and Three-way links;• Identify which sites to link and authority sites: use

google search, Alexa and any online SEO tool;ex. http://moz.com/tools

Off Page Optimisation

• Anchor text - natural link profile;• Google looks for natural inbound link profile (branded and

keyword);• Link Juice - careful with bad links;• Review your links and remove untrustworthy inbound links -

(manually or using Google Disavow Links Tool);• Good directories;• Blogging;• Social bookmarks - Digg, Redit, Stumbleupon, etc;• RSS, Forum Marketing, etc

(Google addurl, Google, DMOZ, Yelp, Articles Directories, etc...)

Examples of AdWords

Work Task 1 - Answer the Questions below having your online brand in mind

• Customers Positioning: ‘Why am I here?’, ‘How does this help me?‘ or ‘Does this site give me what I need?’

• Business Brand Positioning: "Who we are, what we offer, which markets do we serve, what makes us different?"

• Site: "Why am I driving people to my site?"• Start Marketing Audit

Social Engagement – building your hub3rd Session

• Personas• Conversions• Link Building• Inbound Marketing• Social Media and Search• Content Marketing• Landing pages• e-CRM and Social CRM• Analytics

Search Personas

• "Highly detailed description of an individual who embodies key goals and behaviour of an important group of target customers";

• Created through research, surveys, and interviews of your target audience - use qualitative and quantitative data;

• See in the following slide how to build and present personas:

Fox (2012)

54

Company ABCBuyer Persona Overview

Month, Year

Insert your company name, as well as the

month and year in the gray text

on this slide.

55

Persona NameBACKGROUND:•Basic details about persona’s role•Key information about the persona’s company•Relevant background info, like education or hobbies

DEMOGRAPHICS:•Gender•Age Range•HH Income (Consider a spouse’s income, if relevant)•Urbanicity (Is your persona urban, suburban, or rural?)

IDENTIFIERS:•Buzz words•Mannerisms

You can find this

information by

administerin

g

online surveys o

f

your target

audience.

56

Persona NameGOALS:•Persona’s primary goal•Persona’s secondary goal

CHALLENGES:•Primary challenge to persona’s success•Secondary challenge to persona’s success

HOW WE HELP:•How you solve your persona’s challenges•How you help your persona achieve goals

Conduct interviews with your target audience to learn about their goals and challenges in more detail.

Persona NameREAL QUOTES:•Include a few real quotes – taken during your interviews – that represent your persona well. This will make it easier for employees to relate to and understand your persona.

COMMON OBJECTIONS:•Identify the most common objections your persona will raise during the sales process.

Identifying common objections will help your sales team be better prepared during their conversations.

Persona NameMARKETING MESSAGING:•How should you describe your solution to your persona?

ELEVATOR PITCH:•Make describing your solution simple and consistent across everyone in your company.

Establishing your messaging prepares your

entire organization to convey the same

message.

Including a real

photo from

Creative

Commons or

iStockphoto

helps everyone

envision the

same person.

New Conversion Funnel Paradigm

7 Steps to Increase Conversion Engagement

• Applying Relevancy• 1. Identify Conversion Goals & KPIs• 2. Define & Acquire Target Profiles—Apply

40/40/20 Rule• 3. Organize and Optimize Site Structure• 4. Develop a Compelling Message• 5. Place Effective Calls to Action• 6. Enhance Shopping Cart / Lead Capture

Process• 7. Test, Measure, and Refine

Link Building Strategy

• Develop an article or any other original content;• Create, Spin, and distribute - monthly;• Submit to high PR web directories;• Do follow blog submissions; • Do follow blog comments;• Forum submissions;• Profile Submissions;• Press Release Submission;• Social Media Post and links;• Video Submissions - YouTube, Vimeo and Viddler;• Social bookmarking;• Business profiles;

Inbound Marketing

Social Media & Search

• Social Media Optimisation;• Discussion sites, Content-sharing

sites, Social Networks, Review sites;

• Online Reputations Management;

Content Marketing

Landing pages

• a standalone web page distinct from your main website;• limit the options available to your visitors, helping to gui

de them toward your intended conversion goal;• Click Through Landing Pages;• Lead Generation Landing Pages;

Social CRM

Analytics

Site Analysis

• old - http://www.corecomconsulting.co.uk/• new (under development) -

http://corecom.frankdev.co.uk

Work Task 2 - SWOT

Perform a SWOT Analysis of your own site;Define: Who is your audience? Where is your audience?

What your audience wants?Build Two personas for your site;Define the main Keywords for your site;Create a OVP;

Where do we go from here? SMEs online opportunities

Last Session

• Less is more - More is... (knowledge, time, finances);• Mobile Marketing;• Innovation and Thought Leadership;• Collaboration;• Social Technologies: Augments Reality, The Internet of

Things, Gamification, Social Search, Wearables, 3D printing...

• SMEs;

Mobile Marketing

Mobile Marketing

Activities Performed in Retail Store on Mobile Devices

Profile of Mobile Shoppers

Mobile Trends

What are you planning to do?

QR Code

Result of Scanning QR code

Innovation and Thought Leadership

...Yes, If you build it they will come!

Social Technologies and Web 3.0

SMEs

• Traditionally known as a "laggard" and slow in adoption of Technology;

• Falling cost of web investment and innovations;• User-friendly tools and softwares;• Increasing but potential still not being fulfilled;• Move from Institutional to Relational; ("sergaging")• Faster, cheaper and efficient sales and costumer services

structure;• Competing side by side with giants;

Wrapping it all up!

• Summary...• Action planning!• Questions?• Well done :)

Action Planning

Books

Online Resources

• Smart Insights• Kissmetrics• Techcrunch• Search Engine J

ournal• Econsultancy

References

• Tapscott, D Ticoll, D Lowy, A (2000). Digital Capital Harnessing the Power of Business Webs. London: Nicholas Brealey. • Fleischner, M H (2013). SEO Made Simple: Strategies for Dominating the World's Largest Search Engine. 3rd ed. USA: Michael Fleischner. • Fox, V (2012). Marketing in the Age of Google. 2nd ed. New Jersey: John Wiley & Sons. • Gay, R Charlesworth, A Esen, R (2007). Online Marketing a customer-led approach. New York: Oxford University Press. • Pete. (2009). How to appeal to web users with a shorter attention span than a goldfish Available: http://www.sitemost.com.au/blog/2009/04/

01/how-to-appeal-to-web-users-with-a-shorter-attention-span-than-a-goldfish/. Last accessed 08th Dec 2013.• Eubanks, N. (2013). Reduce Bounce Rate: 20 Things to Consider. Available: http://searchenginewatch.com/article/2237250/Reduce-Bounce-

Rate-20-Things-to-Consider. Last accessed 08th Dec 2013.• Thong, H. (2012). 100 SEO Tips - Turn Your Blog Into The Top of Google. Available: https://exploreb2b.com/articles/100-seo-tips-turn-your-bl

og-into-the-top-of-google. Last accessed 08th Dec 2013.• Bosomworth, D. (2010). Creating an online value proposition (OVP) for your site. Available: http://www.smartinsights.com/digital-marketing-s

trategy/online-value-proposition/online-value-proposition/. Last accessed 8th Dec 2013.• Hird, J . (2009). 20 Free Buzz Monitoring Tools. Available: http://econsultancy.com/uk/blog/3890-20-free-buzz-monitoring-tools. Last accessed

08th Dec 2013.• Chaffey, D. (2011). 8 Online revenue model options for Internet businesses. Available: http://www.smartinsights.com/digital-marketing-strate

gy/online-business-revenue-models/online-revenue-model-options-internet-business/. Last accessed 08th Dec 2013.• Chaffey, D. (2012). Digital marketing best practice. Available: http://www.smartinsights.com/digital-marketing-best-practice/. Last accessed 08t

h Dec 2013.• IMDB. (2010). Inception Quotes. Available: http://www.imdb.com/title/tt1375666/quotes. Last accessed 08th Dec 2013.

THANK YOU ALL FOR COMING!

Also to:• Neil Kelley and the LMU marketing team;• Christine Robinson and Sian Walkington from Leeds

Met Enterprises Services

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