FFEA 2016 -10 Website Mistakes Even Great Marketers Can Make
Transcript of FFEA 2016 -10 Website Mistakes Even Great Marketers Can Make
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Jessica Bybee-Dziedzic | Saffire
10 WEBSITE MISTAKES
EVEN GREAT MARKETERS CAN MAKE
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SOMETHING BUT
WAS MISSING
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HELP MORE PEOPLE! We wanted to
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Beautiful, Unique Designs
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PRINT-AT-HOME TICKETS
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SCANNING PRE-SOLD TICKETS
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OR SELL AT THE GATE
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CLIENT PORTFOLIO
OVER
200 CLIENTS!
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WE’LL SEND THE SLIDES IF YOU LEAVE
YOUR BUSINESS CARD!
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WHAT MAKES A GOOD WEBSITE?
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MOBILE-FRIENDLY
FUN EASY TO NAVIGATE
INFORMATIVE
GOOD PHOTOS
QUICK-LOADING
WELL BRANDED
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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
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SITE WIDTH & ALIGNMENT
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SITE WIDTH & ALIGNMENT
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DESKTOP MONITORS
1997 2016
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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?
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THE LONG TAIL
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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
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www.google.com/trends
Type in any word, find out the trends and search
history of that term!
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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
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JUST F IT.
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4. FORGET THE FAVICON Normal Day!
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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.
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5. NEVER CHANGE YOUR CONTENT 1. Visit
2. Visit with same content
3. Never visit again
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CHANGE YOUR WEBSITE If you update your Facebook page
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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.
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SERIOUS OFFENDER: OLD EVENT DATES
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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
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IMPORTANCE OF WEB ACTIONS
OLD WEBSITES NEW WEBSITES
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COPY FACEBOOK
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TWITTER DID!
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7. FORGET ABOUT ONLINE SALES
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MULTIPLE BUY OPTIONS
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BUY FROM ANY PAGE
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CREATE CUSTOMER CONFIDENCE
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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!
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GOOGLE LOVES MOBILE
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MOBILE STATS
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9. FORGET ABOUT EMAIL SIGNUP Not Cool:
Email seems lame compared to social media
Cool:
It’s the most successful tactic!
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Most Cost-Effective
Top Revenue Generator
Fastest Results
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YOU OWN THE DATA
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EVERY PAGE!
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10. FEATURE TEXT INSTEAD OF
PHOTOS OR VIDEO Engagement per follower is 58 times higher on Instagram than on Facebook.
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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
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PHOTO ALBUMS
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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
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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.
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• 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
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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!
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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%
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11. BONUS: IGNORE YOUR ANALYTICS What should you watch?
• Google Analytics
• Facebook post analytics
• Email opens & click-throughs
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YOU’RE NOT
MARKETING!
If you’re not measuring,
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FACEBOOK ADS
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EMAILS • Test layouts and content
• (Almost) always include more than one topic.
• The things people care about will shock you!
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GOOGLE ANALYTICS - LOCATION • What are you doing to make strong places strong? What could you do to increase areas you
wish were strong?
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GOOGLE ANALYTICS - MOST VIEWED • How can I make those pages serve me better?
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Don’t forget to drop off
your business cards.