Are You Afraid of the Web? Lack of web strategy sending chills down your spine? Is it like walking in the dark and feeling movement in the shadows? Don't let the ghosts in the machine spook you. We'll shine a light on the top three barriers to a successful web strategy: - Not Having Enough Data to Demonstrate ROI - Not Knowing How to Improve SEO - Not Knowing How to Keep Websites From Becoming Outdated

1. Are You Afraid
of the Web?
3 Frightening Web Strategy Pains
That Keep You Up at Night
@Percussion #WebMares

2. What Scares You About Your
Website?
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Not sure how to demonstrate ROI
Not sure how to improve SEO
Not sure how to keep site from becoming
outdated
@Percussion #WebMares

3. Frightening Fact:
63% of CMOs
say “ROI will be the standard for my performance by 2015”
only 44%
say “I can measure ROI”
(source: McKinsey)
@Percussion #WebMares

4. Don’t Get Spooked by Invisible Data
Tools to Help You Find Where It’s Hiding
Google Analytics
Marketing Automation Platforms
Google Webmaster Tools
Third-party research & white papers
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@Percussion #WebMares

5. Frightening Fact:
60-80%
of the higher education market
does not invest in SEO
@Percussion #WebMares

6. If Google Can’t Find Your Site, Will
You Languish Alone Forever?
Improving Your SEO
Keywords are disappearing without a trace
Hummingbirds: the harbingers of SEO
doom?
Don’t fall down the SERP-well
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@Percussion #WebMares

7. If Google Can’t Find Your Site, Will
You Languish Alone Forever?
Improving Your SEO
Don’t let a black hat cross your path-conversational search will trump keyword
stuffing
Ward off bad results with structured data
Fresh content will attract the right kind of
attention
Make content shareable to lead traffic back
to your lair
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@Percussion #WebMares

8. Frightening Fact:
48% of users
say that if they arrive on a business site that isn't working well on mobile,
they take it as an indication of the business
simply not caring.
(Source: MarginMedia)
@Percussion #WebMares

9. When the Future Gives You the
Chills
Future-Proofing Your Website
Flash sites go up in flames on mobile
No rest for the weary: you’ll just have to
redesign it again
Migrations induce migraines for good reason
By the time it’s optimized for iPhones,
everyone will be using their iWatches
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@Percussion #WebMares

10. When the Future Gives You the
Chills
Future-Proofing Your Website
Content-first approach
Don’t customize, optimize
Invest in responsive design
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@Percussion #WebMares

11. Keeping Your Strategy Out of the
Darkness
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Manage content, not the CMS
Measure, target, optimize
Stay agile to stay alive
@Percussion #WebMares

12. We’ll Leave the Light On For You
About Percussion Software
Agile content management for marketers
Reducing friction between content creation
and publishing
Success coaching and support for
customers
Tech partners in marketing, personalization,
design
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Questions?
@Percussion #WebMares