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WEBSITE MARKETING
Grow your online audience and market your business
Peter Bui / Martina Kocian - PB Web Development
OUR DIGITAL
JOURNEY
Started back in 2005
DIGITAL LANDSCAPE IN 2005
āž¤ Keyword stuļ¬ƒng was the
thing to do, hidden keywords
āž¤ Link networks Twitter wasnā€™t
around
āž¤ Facebook was in its infancy
FOLLOW GOOD PRACTISES
āž¤ Semantic code
āž¤ Optimised websites for low
bandwidth users
āž¤ Accessible content
OBSESSED WITH SPEED
RANKED 1 FOR
ā€œWEB DEVELOPMENT ADELAIDEā€
BUYING BEHAVIOUR
EDUCATED DECISION MAKERS
NO NEED
FOR A SALES
PERSON
Just transaction enablers
EDUCATED BUYERS
āž¤ Internet provides all the
information they need
āž¤ Higher cost of the goods, the
more research one does
āž¤ Customer enters store ready
to purchase
āž¤ Re-engages online post
purchase
WHAT ABOUT YOUR WEBSITE
āž¤ Does your website provide all
the information the customer
needs?
āž¤ Would a customer leave your
website ready to make a
decision to purchase or engage
with your services?
āž¤ Perhaps you can automate
some on boarding processes
āž¤ Can the customer re-engage
afterwards post sale or
service?
RISE OF SOCIAL MEDIA
CUSTOMERS HAVE A VOICE
ENGAGE
WITH USERS
WHERE THEY
INTERACT
Engage their social channels
TWITTER MARKETING
āž¤ Listen to people
āž¤ Engage with then
āž¤ Let them engage with you
FACEBOOK ADVERTISING
āž¤ Allows for targeted marketing
āž¤ Retarget and stalk your
followers
āž¤ cost eļ¬€ective with a big reach
with potential viral social
eļ¬€ects
CUSTOMERS
NOW HAVE
AN ONLINE
VOICE
They can praise or rant
SOCIAL MEDIA MARKETING
āž¤ Engage with your customers
in their space
āž¤ Advertise in a cost eļ¬€ective
area
āž¤ Take advantage of public
comments, recommendations
and complaints
CONTENT MARKETING
AKA INBOUND MARKETING
LOOKS AT
FLOWING
USERS
THROUGH
by using useful content
INBOUND / CONTENT MARKETING
āž¤ Been around for a long time
āž¤ Still very new in Australia
āž¤ Casting a wide net
āž¤ Capturing data from a user,
e.g email for a small piece of
information
āž¤ Automate ļ¬‚ow of educating a
user, and moving them along
through the decision making
process to make a sale
NEED FOUNDATIONS
Foundations for a digital marketing plan
DIGITAL MARKETING PLAN
āž¤ Who do we target?
āž¤ What channels to target?
āž¤ What do we pick?
āž¤ All depends on the user
experienceā€¦
USER EXPERIENCE
USER EXPERIENCE, CUSTOMER CENTRIC DESIGN
CREATING A POSITIVE USER EXPERIENCE
āž¤ UX Design - the process of
enhancing user satisfaction by
improving the usability,
accessibility, and pleasure
provided in the interaction
between the user and the
product
FIND OUT
WHAT YOUR
USERS WANT
And give it to them!
HOW DO WE ACHIEVE THIS?
āž¤ What do they care about?
āž¤ Who are they? (Personas)
āž¤ What are their motivations?
āž¤ What are their needs?
CREATING
PERSONAS
People proļ¬les & Archetypes
USER
STORIES
Once upon a websiteā€¦
USER AWARE
CONTENT
Stalkingā€¦but notā€¦
EXAMPLES OF POSITIVE UX
āž¤ Fast loading time
āž¤ Easy to ļ¬nd content and
contact details
āž¤ Engaging - blog, videos, good
images, good copy
āž¤ User aware content
CASE STUDIES & EXAMPLES
āž¤ LCA website
āž¤ Austroads
āž¤ Slater and Gordon
LCA / Strategy Report - PB Web Development - Copyright 2015 3
Product Goals
What does LCA offer...
Membership Info and
Resources
Support,
Community &
Collaboration
ā€¢	 Build a network of contacts
ā€¢	 Have your say
ā€¢	 Free subscriptions
ā€¢	 Professional development
opportunities
ā€¢	 Exclusive corporate
discounts
LCA offers information and
resources to the general public,
media and network of lawyers
Offers an active online
community that allows lawyers
to engage and contribute on
many levels from professional,
social?, support and
educational
4LCA / Strategy Report - PB Web Development - Copyright 2015
Website Motivations
Why would people visit the LCA website?
Update membership
or become a member
Access to information
and resources
Keep up to date
with the latest
news, issues
and cases
To share legal
information
Contribute to
issues
Collaborate
with lawyers
Register for
events
Reach a network
of lawyers
LCA / Strategy Report - PB Web Development - Copyright 2015 5
Personas
Who would use LCA?
Johnathan
the Journalist
Laura the Lawyer Sam the Student
Occupation: Journalist
Age: 32
Platform: mobile & desktop
Johnathan is a tech savvy and time poor
journalist who works in a fast paced
industry. His job is very demanding and
he is often working to tight deadlines.
He needs to find information fast for
media releases.
Motivation: information, research
Occupation: Family Lawyer
Age: 41
Platform: desktop & mobile
Laura is a hard working family lawyer
who needs to stay up to date with whatā€™s
happening in her field.
She enjoys reading and keeping up to
date with the latest cases and
contributing her time to issues.
She needs to refer clients to useful
information and resources and wants to
stay up to date with the latest news.
Motivation: information, resources
refer clients, contribution
Occupation: Law Student
Age: 22
Platform: mobile & desktop
Sam is a tech savvy law student who
needs information and resources for his
assignments and uni work.
He has time to search and read through
documents but wants them to be
relevant and useful to his research
topic.
Needs to be able to find what heā€™s
looking for along with any related
content that may be useful for research.
Motivation: information, research,
resources
LCA / Strategy Report - PB Web Development - Copyright 2015 7
User Stories
How would personas use the LCA website?
Laywers
As a lawyer I would use LCA for:
ā€¢	 Contributing to issues
ā€¢	 Connecting with other lawyers
ā€¢	 Collaborating with other lawyers
ā€¢	 Keeping up with the latest news
and issues
ā€¢	 Referring clients to information
and resources
ā€¢	 Uploading submissions?
ā€¢	 Register for events
General Public
As a member of the general public I
would use LCA for:
ā€¢	 Finding a lawyer?
ā€¢	 Searching for legal information
and resources
ā€¢	 Reading about latest issues
Media
As a media worker I would use LCA for:
ā€¢	 Finding latest and/or relevant
information for media releases
HOW TO
CREATE AN
AWESOME
WEBSITE
That your users will love
ASK QUESTIONS
āž¤ What are the top 5 things the
user should know (our
services, our diļ¬€erence)
āž¤ What are we asking the user
to do?
āž¤ What are our call to action
points?
THE PROCESS & STRATEGY
āž¤ Card sorting exercise
āž¤ User Personas
āž¤ Wireframes
āž¤ Design
āž¤ Development
THE FUTURE
CONTENT QUALITY RATING
NEW GUIDELINES FOR CONTENT
āž¤ November 2015, Google announced, in a leaked guide
document some new changes to their search ranking factors
in 2016 and these all fall under the category of search quality.
āž¤ https://moz.com/blog/google-search-quality-raters-guidelines
YOUR MONEY
OR YOUR
LIFE
or just YMYL
CONTENTS EFFECT ON USER
āž¤ Does the content eļ¬€ect my
money?
āž¤ Will this content eļ¬€ect my
life?
WEBSITE CATEGORIES AFFECTED
Shopping
Financial
Medical
Life changing
Legal
EXPERTISE,ā€Ø
AUTHORITY,ā€Ø
TRUST
EAT
EAT OR ELSE
āž¤ Does your website showcase
your expertise?
āž¤ Is the website an authoritative
website where it is the go to
place for this information?
āž¤ Do users trust the information
that they are reading?
HOW TO EAT WELL
āž¤ Expertise: Manage your own
online proļ¬le, LinkedIn and
Social media platforms
āž¤ Authoritative: Provide lots of
related, useful content and
information to show you are a
leader in the space.
āž¤ Trustworthiness: Use social
recommendations, reviews,
forum proļ¬les to build on this.
USEFUL
CONTENT
Supplementary content for
the reader
ADDING MORE VALUE
āž¤ Related content
āž¤ Tips and hints
āž¤ You may also likeā€¦
āž¤ More articles by this author
āž¤ User behaviour aware
websites, websites that adapt
and change to the users
behaviour
PAGE DESIGN
Good design, good experience
FOLLOW GOOD STANDARDS
āž¤ Colour Schemes
āž¤ Readable content
āž¤ Non distracting designs or
advertising
āž¤ All about the content
F PATTERN
HEAT MAP CLICK TRACKING
REPUTATION
IS A FACTOR
Could be good or bad
DO YOU HAVE A GOOD REPUTATION?
āž¤ What do other websites say
about you?
āž¤ How do your
recommendations and social
proof look?
GOOGLE YOURSELF
REVIEWS WILL BOOST PLACES RESULTS
KNOW &
KNOW
SIMPLE
QUERIES
I just want an answer
TAKE ADVANTAGE
āž¤ Snippet information
SNIPPETS LOOK LIKE THIS
UPDATED
CONTENT
When did I last update?
UPDATE YOUR CONTENT!
āž¤ Review your content regularly
āž¤ Modify the last modiļ¬ed dates
āž¤ Make sure its all relevant and
old content is purged
LOTS MORE
SMALLER
TECHNICAL
ASPECTS
We can talk about those later
OVERVIEW
OF THE
FUTURE
Take noteā€¦!
LIST OF THINGS TO CONSIDER
āž¤ Make your website mobile
friendly if it isnā€™t already
āž¤ Answer questions that people
have
āž¤ Supplement your content and
make it useful
āž¤ Build your reputation, show
oļ¬€ your expertise and become
an authoritative source
āž¤ Focus on awesome content for
your users
LIST OF THINGS TO CONSIDER
āž¤ Understand who your user is
āž¤ Ensure youā€™re catering for
your personas
āž¤ Flow your users through their
user journeys
āž¤ Optimise your website for
speed
āž¤ Make sure your website is
accessible
THANKS!
PBWEBDEV.COM - @PBWEBDEV - FB.COM/PBWEBDEV

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Website foundations for a good digital marketing plan

  • 1. WEBSITE MARKETING Grow your online audience and market your business Peter Bui / Martina Kocian - PB Web Development
  • 3. DIGITAL LANDSCAPE IN 2005 āž¤ Keyword stuļ¬ƒng was the thing to do, hidden keywords āž¤ Link networks Twitter wasnā€™t around āž¤ Facebook was in its infancy
  • 4. FOLLOW GOOD PRACTISES āž¤ Semantic code āž¤ Optimised websites for low bandwidth users āž¤ Accessible content
  • 6. RANKED 1 FOR ā€œWEB DEVELOPMENT ADELAIDEā€
  • 8. NO NEED FOR A SALES PERSON Just transaction enablers
  • 9. EDUCATED BUYERS āž¤ Internet provides all the information they need āž¤ Higher cost of the goods, the more research one does āž¤ Customer enters store ready to purchase āž¤ Re-engages online post purchase
  • 10. WHAT ABOUT YOUR WEBSITE āž¤ Does your website provide all the information the customer needs? āž¤ Would a customer leave your website ready to make a decision to purchase or engage with your services? āž¤ Perhaps you can automate some on boarding processes āž¤ Can the customer re-engage afterwards post sale or service?
  • 11. RISE OF SOCIAL MEDIA CUSTOMERS HAVE A VOICE
  • 13. TWITTER MARKETING āž¤ Listen to people āž¤ Engage with then āž¤ Let them engage with you
  • 14. FACEBOOK ADVERTISING āž¤ Allows for targeted marketing āž¤ Retarget and stalk your followers āž¤ cost eļ¬€ective with a big reach with potential viral social eļ¬€ects
  • 16. SOCIAL MEDIA MARKETING āž¤ Engage with your customers in their space āž¤ Advertise in a cost eļ¬€ective area āž¤ Take advantage of public comments, recommendations and complaints
  • 19. INBOUND / CONTENT MARKETING āž¤ Been around for a long time āž¤ Still very new in Australia āž¤ Casting a wide net āž¤ Capturing data from a user, e.g email for a small piece of information āž¤ Automate ļ¬‚ow of educating a user, and moving them along through the decision making process to make a sale
  • 20. NEED FOUNDATIONS Foundations for a digital marketing plan
  • 21. DIGITAL MARKETING PLAN āž¤ Who do we target? āž¤ What channels to target? āž¤ What do we pick? āž¤ All depends on the user experienceā€¦
  • 22. USER EXPERIENCE USER EXPERIENCE, CUSTOMER CENTRIC DESIGN
  • 23. CREATING A POSITIVE USER EXPERIENCE āž¤ UX Design - the process of enhancing user satisfaction by improving the usability, accessibility, and pleasure provided in the interaction between the user and the product
  • 24. FIND OUT WHAT YOUR USERS WANT And give it to them!
  • 25. HOW DO WE ACHIEVE THIS? āž¤ What do they care about? āž¤ Who are they? (Personas) āž¤ What are their motivations? āž¤ What are their needs?
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  • 28. USER STORIES Once upon a websiteā€¦
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  • 32. EXAMPLES OF POSITIVE UX āž¤ Fast loading time āž¤ Easy to ļ¬nd content and contact details āž¤ Engaging - blog, videos, good images, good copy āž¤ User aware content
  • 33. CASE STUDIES & EXAMPLES āž¤ LCA website āž¤ Austroads āž¤ Slater and Gordon
  • 34. LCA / Strategy Report - PB Web Development - Copyright 2015 3 Product Goals What does LCA offer... Membership Info and Resources Support, Community & Collaboration ā€¢ Build a network of contacts ā€¢ Have your say ā€¢ Free subscriptions ā€¢ Professional development opportunities ā€¢ Exclusive corporate discounts LCA offers information and resources to the general public, media and network of lawyers Offers an active online community that allows lawyers to engage and contribute on many levels from professional, social?, support and educational
  • 35. 4LCA / Strategy Report - PB Web Development - Copyright 2015 Website Motivations Why would people visit the LCA website? Update membership or become a member Access to information and resources Keep up to date with the latest news, issues and cases To share legal information Contribute to issues Collaborate with lawyers Register for events Reach a network of lawyers
  • 36. LCA / Strategy Report - PB Web Development - Copyright 2015 5 Personas Who would use LCA? Johnathan the Journalist Laura the Lawyer Sam the Student Occupation: Journalist Age: 32 Platform: mobile & desktop Johnathan is a tech savvy and time poor journalist who works in a fast paced industry. His job is very demanding and he is often working to tight deadlines. He needs to find information fast for media releases. Motivation: information, research Occupation: Family Lawyer Age: 41 Platform: desktop & mobile Laura is a hard working family lawyer who needs to stay up to date with whatā€™s happening in her field. She enjoys reading and keeping up to date with the latest cases and contributing her time to issues. She needs to refer clients to useful information and resources and wants to stay up to date with the latest news. Motivation: information, resources refer clients, contribution Occupation: Law Student Age: 22 Platform: mobile & desktop Sam is a tech savvy law student who needs information and resources for his assignments and uni work. He has time to search and read through documents but wants them to be relevant and useful to his research topic. Needs to be able to find what heā€™s looking for along with any related content that may be useful for research. Motivation: information, research, resources
  • 37. LCA / Strategy Report - PB Web Development - Copyright 2015 7 User Stories How would personas use the LCA website? Laywers As a lawyer I would use LCA for: ā€¢ Contributing to issues ā€¢ Connecting with other lawyers ā€¢ Collaborating with other lawyers ā€¢ Keeping up with the latest news and issues ā€¢ Referring clients to information and resources ā€¢ Uploading submissions? ā€¢ Register for events General Public As a member of the general public I would use LCA for: ā€¢ Finding a lawyer? ā€¢ Searching for legal information and resources ā€¢ Reading about latest issues Media As a media worker I would use LCA for: ā€¢ Finding latest and/or relevant information for media releases
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  • 50. ASK QUESTIONS āž¤ What are the top 5 things the user should know (our services, our diļ¬€erence) āž¤ What are we asking the user to do? āž¤ What are our call to action points?
  • 51. THE PROCESS & STRATEGY āž¤ Card sorting exercise āž¤ User Personas āž¤ Wireframes āž¤ Design āž¤ Development
  • 53. NEW GUIDELINES FOR CONTENT āž¤ November 2015, Google announced, in a leaked guide document some new changes to their search ranking factors in 2016 and these all fall under the category of search quality. āž¤ https://moz.com/blog/google-search-quality-raters-guidelines
  • 55. CONTENTS EFFECT ON USER āž¤ Does the content eļ¬€ect my money? āž¤ Will this content eļ¬€ect my life?
  • 58. EAT OR ELSE āž¤ Does your website showcase your expertise? āž¤ Is the website an authoritative website where it is the go to place for this information? āž¤ Do users trust the information that they are reading?
  • 59. HOW TO EAT WELL āž¤ Expertise: Manage your own online proļ¬le, LinkedIn and Social media platforms āž¤ Authoritative: Provide lots of related, useful content and information to show you are a leader in the space. āž¤ Trustworthiness: Use social recommendations, reviews, forum proļ¬les to build on this.
  • 61. ADDING MORE VALUE āž¤ Related content āž¤ Tips and hints āž¤ You may also likeā€¦ āž¤ More articles by this author āž¤ User behaviour aware websites, websites that adapt and change to the users behaviour
  • 62. PAGE DESIGN Good design, good experience
  • 63. FOLLOW GOOD STANDARDS āž¤ Colour Schemes āž¤ Readable content āž¤ Non distracting designs or advertising āž¤ All about the content
  • 65. HEAT MAP CLICK TRACKING
  • 67. DO YOU HAVE A GOOD REPUTATION? āž¤ What do other websites say about you? āž¤ How do your recommendations and social proof look?
  • 69. REVIEWS WILL BOOST PLACES RESULTS
  • 74. UPDATE YOUR CONTENT! āž¤ Review your content regularly āž¤ Modify the last modiļ¬ed dates āž¤ Make sure its all relevant and old content is purged
  • 77. LIST OF THINGS TO CONSIDER āž¤ Make your website mobile friendly if it isnā€™t already āž¤ Answer questions that people have āž¤ Supplement your content and make it useful āž¤ Build your reputation, show oļ¬€ your expertise and become an authoritative source āž¤ Focus on awesome content for your users
  • 78. LIST OF THINGS TO CONSIDER āž¤ Understand who your user is āž¤ Ensure youā€™re catering for your personas āž¤ Flow your users through their user journeys āž¤ Optimise your website for speed āž¤ Make sure your website is accessible
  • 79. THANKS! PBWEBDEV.COM - @PBWEBDEV - FB.COM/PBWEBDEV