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