setting up and maintaining a web presence your brand on the internet
Post on 29-Jan-2016
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Setting up and maintaining a web presence
Your brand on the internet
Session Agenda
Websites Product landing pages
Using Analytics to monitor and improve performance
Websites
Unique URL properties on the internetCentral Digital Content AssetFull ownership and controlGateway to more complex system
How to design a website ?● Define (or Invent) your Target Audience● Create your customer personna ● Design accordingly with yours and your users
goals ● Keep in mind your brand’s personality and
values, how this fits in with the overall cross-channel strategy
Website Elements & Content
Startups
Concept education assets - such as explanatory videos, instructional blog posts, Early Customer Success Stories, Free Demo Opportunity, Lead capturing forms e-Commerce: Product Reviews, Product Feature Comparison, Payment/Checkout, Newsletter Sign-up Services/transactional: Detailed Information on Features & Specs, Customer Case Studies, FAQ, Direct Contact InformationCommunities: User Profiles, Chat, Forum, Games
Landing Pages
Unique URL address on the websiteSpecific goal Usually not linked from the main structure of the website
Inbound Marketing
Comment Marketing
Blogs + Guest
Blogging
Q+A Sites
PodcastingWord of Mouth
News/Media/PR
EmailDocument
Sharing Platforms
WebinarsSocial
Networks
InfographicsResearch/
White Papers
Online Videos
SEO
Brand Website
Content Marketing
Content Marketing
Content Strategy Research
CreationDistributionAnalysis
Growth Hacking
Multidisciplinary approach Rewrites core processes of the organizationReaches new market pockets
Website Metrics - AnalyticsBehavioural: Time spent on website, No of webpages visited, Onsite search, Further actions completed (e.g. newsletter sign-up, social follow), Bounce Rate, Demographic: Location, Language, Device, Source of Traffic SEO/User experience: Loading Speed, Website Navigation Structure
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