10 WEBSITE MISTAKES EVEN GREAT MARKETERS CAN MAKE. Jessica Bybee-Dziedzic Saffire

Transcription

1 10 WEBSITE MISTAKES EVEN GREAT MARKETERS CAN MAKE Jessica Bybee-Dziedzic Saffire

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3 BUT SOMETHING WAS MISSING

4 We wanted to HELP MORE PEOPLE!

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10 Beautiful, Unique Designs

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13 PRINT-AT-HOME TICKETS

14 SCANNING PRE-SOLD TICKETS

15 OR SELL AT THE GATE

16 CLIENT PORTFOLIO OVER 200 CLIENTS!

17 WE LL SEND THE SLIDES IF YOU LEAVE YOUR BUSINESS CARD!

18 WHAT MAKES A GOOD WEBSITE?

19 FUN EASY TO NAVIGATE QUICK-LOADING WELL BRANDED INFORMATIVE GOOD PHOTOS MOBILE-FRIENDLY

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

23 DESKTOP MONITORS

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 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

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30 JUST F IT.

31 Normal Day! 4. FORGET THE FAVICON

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 If you update your Facebook page CHANGE YOUR WEBSITE

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 list Buy tickets

38 IMPORTANCE OF WEB ACTIONS OLD WEBSITES NEW WEBSITES

39 COPY FACEBOOK

40 TWITTER DID!

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42 7. FORGET ABOUT ONLINE SALES

43 MULTIPLE BUY OPTIONS

44 BUY FROM ANY PAGE

45 CREATE CUSTOMER CONFIDENCE

46 8. DISREGARD MOBILE If you: Send (something people check on their phone!) Post Facebook ads (something people check on their phone!) Sell Online Have a website YOU MUST BE MOBILE!

47 GOOGLE LOVES MOBILE

48 MOBILE STATS

49 9. FORGET ABOUT SIGNUP Not Cool: seems lame compared to social media Cool: It s the most successful tactic!

50 Top Revenue Generator Most Cost-Effective Fastest Results

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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 VIDEO 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

58 APPEALS TO MILLENNIALS 4 BILLION videos are watched every DAY on YouTube year olds watch more YouTube than any cable TV network.

59 VIDEO TIPS 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!

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 Using the word video in an 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 opens & click-throughs

63 If you re not measuring, YOU RE NOT MARKETING!

64 FACEBOOK ADS

65 S 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.

69 THANK YOU! Jessica Bybee-Dziedzic