FFEA 2016 -10 Website Mistakes Even Great Marketers Can Make
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10 website mistakes even great marketers can make
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FFEA 2016 -10 Website Mistakes Even Great Marketers Can Make
- 1. Jessica Bybee-Dziedzic | Saffire 10 WEBSITE MISTAKES EVEN GREAT MARKETERS CAN MAKE
- 4. HELP MORE PEOPLE! We wanted to
- 15. OR SELL AT THE GATE
- 17. WE’LL SEND THE SLIDES IF YOU LEAVE YOUR BUSINESS CARD!
- 18. WHAT MAKES A GOOD WEBSITE?
- 19. MOBILE-FRIENDLY FUN EASY TO NAVIGATE INFORMATIVE GOOD PHOTOS QUICK-LOADING WELL BRANDED
- 20. 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
- 21. SITE WIDTH & ALIGNMENT
- 22. SITE WIDTH & ALIGNMENT
- 24. 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?
- 25. THE LONG TAIL
- 26. 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
- 27. www.google.com/trends Type in any word, find out the trends and search history of that term!
- 28. 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
- 30. JUST F IT.
- 31. 4. FORGET THE FAVICON Normal Day!
- 32. 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.
- 33. 5. NEVER CHANGE YOUR CONTENT 1. Visit 2. Visit with same content 3. Never visit again
- 34. CHANGE YOUR WEBSITE If you update your Facebook page
- 35. 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.
- 36. SERIOUS OFFENDER: OLD EVENT DATES
- 37. 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
- 38. IMPORTANCE OF WEB ACTIONS OLD WEBSITES NEW WEBSITES
- 39. COPY FACEBOOK
- 40. TWITTER DID!
- 42. 7. FORGET ABOUT ONLINE SALES
- 44. BUY FROM ANY PAGE
- 46. 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!
- 48. MOBILE STATS
- 49. 9. FORGET ABOUT EMAIL SIGNUP Not Cool: Email seems lame compared to social media Cool: It’s the most successful tactic!
- 50. Most Cost-Effective Top Revenue Generator Fastest Results
- 52. YOU OWN THE DATA
- 53. EVERY PAGE!
- 54. 10. FEATURE TEXT INSTEAD OF PHOTOS OR VIDEO Engagement per follower is 58 times higher on Instagram than on Facebook.
- 55. 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
- 56. PHOTO ALBUMS
- 57. 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
- 58. APPEALS TO MILLENNIALS 4 BILLION videos are watched every DAY on YouTube • 18 - 49 year olds watch more YouTube than any cable TV network.
- 59. • 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
- 60. 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!
- 61. 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%
- 62. 11. BONUS: IGNORE YOUR ANALYTICS What should you watch? • Google Analytics • Facebook post analytics • Email opens & click-throughs
- 63. YOU’RE NOT MARKETING! If you’re not measuring,
- 64. FACEBOOK ADS
- 65. EMAILS • Test layouts and content • (Almost) always include more than one topic. • The things people care about will shock you!
- 66. GOOGLE ANALYTICS - LOCATION • What are you doing to make strong places strong? What could you do to increase areas you wish were strong?
- 67. GOOGLE ANALYTICS - MOST VIEWED • How can I make those pages serve me better?
- 68. Don’t forget to drop off your business cards.