website mistakes done by great marketers
TRANSCRIPT
1. BUILD WITH OLD PROGRAMS • Flash breaks on iPads and sometimes
computers too—ditch it!
• Programming languages change
• Social media outlets change
their plug-ins
2. BE INVISIBLE TO GOOGLE Most people that search for your event name are going to find your website.
What about other things they type?
• What keywords are strong?
• How can you use keywords to get a better ranking on Google?
LONG TAIL WORDS • More descriptive = fewer searches = more likely to find you
• More descriptive = more interest in you anyway!
• More descriptive = costs less if you advertise
• EX: Family fun, music festival, animal exhibits
3. CREATIVE SITE NAVIGATION • A place to watch “design over function”
• If there is a place to keep it simple, this is it!
• Your map to your content
FAVICON IMPORTANCE Users (especially a younger audience,
opening multiple pages in rapid-fire
succession as a way to remember the
items on those pages and revisit them
at a later time.
SERIOUS OFFENDER: NEWS & BLOG • If you have them, keep them updated
• Pro tip: Don’t say how often you're going to publish.
A “once a month” newsletter is a surefire way to be behind.
6. FORGET ANY CALLS TO ACTION What’s the action for someone visiting your site?
SMALL
• Listen to Music
• View Photos/Videos
BIG
• Sign up for your email list
• Buy tickets
8. DISREGARD MOBILE If you:
• Send email (something people check on their phone!)
• Post Facebook ads (something people check on their phone!)
• Sell Online
• Have a website
YOU MUST BE MOBILE!
9. FORGET ABOUT EMAIL SIGNUP Not Cool:
Email seems lame compared to social media
Cool:
It’s the most successful tactic!
10. FEATURE TEXT INSTEAD OF
PHOTOS OR VIDEO Engagement per follower is 58 times higher on Instagram than on Facebook.
DOES IT REALLY MATTER? PHOTOS:
• Provide a personal connection to your event and your brand
• Evoke desire to “do what they’re doing”
• Allow visitors to virtually experience your event all year long
Visitors will engage with your site if they’re watching videos or listening to music!
• Video brings an average of 3 times more visitors to your site per month
• Organic search traffic increases by 157%
• The average website visitor spends 88% longer on sites with video
VIDEO
APPEALS TO MILLENNIALS 4 BILLION videos are watched every DAY on YouTube
• 18 - 49 year olds watch more YouTube than any cable TV network.
The global watch time is up 60 percent.
• Use an eye catching thumbnail to encourage more clicks
- Use what you just learned about photos!
• Film “behind-the-scenes” with performers, event organizers etc.
• Tour of the grounds videos can be fun and informative!
VIDEO TIPS
SHORT AND SWEET Use what social media has taught us about video.
• Vine – 6 seconds
• Instagram Video 15 seconds – outperforms Vine
• On Facebook, videos can be any length but they automatically play as you scroll past, so first
few seconds must be compelling!
VIDEO REFERENCES IN EMAIL Using the word “video” in an email subject line:
• BOOST open rates 19%
• INCREASE click-through rates by 65%
• REDUCES unsubscribes by 26%
11. BONUS: IGNORE YOUR ANALYTICS What should you watch?
• Google Analytics
• Facebook post analytics
• Email opens & click-throughs
EMAILS • Test layouts and content
• (Almost) always include more than one topic.
• The things people care about will shock you!
GOOGLE ANALYTICS - LOCATION • What are you doing to make strong places strong? What could you do to increase areas you
wish were strong?