StudioWorks Presentation at Profitability Catalyst 2011:one
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This document provides 5 tips for improving online effectiveness: 1) Define your website goals, 2) Optimize Google Analytics, 3) Complete email marketing campaigns, 4) Ensure website accessibility, and 5) Maintain a consistent social media presence. Key recommendations include writing clear goals, using Google Analytics reports to identify issues, testing emails and analyzing performance, validating website compatibility, and scheduling social media updates to engage customers.
StudioWorks Presentation at Profitability Catalyst 2011:one
- 1. Five simple ways to improveyour online effectivenesspresented by Rad Dougall founder of
- 2. The tips1 – Why do you have a website?2 – Maximise Google Analytics3 – Complete email campaign cycle4 – Make everything accessible5 – Consistent social presence
- 3. Why do you have a website?
- 4. Two key reasonse-commercebrand & informationMake sure you are competingEnsure customers can find youTo strengthen your brandTo keep in touchSell to a wider audienceKeep costs downPromote your productsAlways open
- 5. Really think about why you need a website
- 7. Focus your online efforts
- 8. Slim down or fatten up your site?
- 9. Other complementary tools / activitiesYour Goals
- 10. Write out your goalsKeep them simpleBe focused on your sectorCollect feedback from usersShape your siteGradually apply changesMonitor their effectTo-do for tip one
- 12. 4 tips for the price of 1Goals > Funnel VisualizationTraffic Sources > Search EnginesContent >Top Content ReportCustom Reporting
- 13. Identifies ‘leaks’ in your siteImprove conversion ratesOptimise PPC & email marketingGoals > Funnel Visualization
- 14. Identify frequent referrersAnalyse online marketing effectsSpecifically PPCSee where you need to improveTraffic Sources
- 15. See what your doing wellIdentify content visitors wantIdentify pages to improveContent >Top Content Report
- 16. Focus on metrics important to youSpend less time getting themCustom Reporting
- 17. Get AnalyticsCheck you have itIf not enlist some help to get it operationalRemember your loginView the reportsUse the 4 reports to begin withTry different promotional activitiesAct on the informationTo-do for tip two
- 18. Complete email campaign cycle
- 19. 42% of business users check their business email while on holiday. 53% of business users check their email six or more times per working day. 34% of internet users check their email continuously throughout the day. 96% of internet users' main reason for being online is email.Do you use email campaigns?(Source: Forrester Research, and Jupiter Communications)
- 21. Quick overview reportEasy to understandEasily see popular informationLink activity report
- 22. Interest quickly dissipatesKeep it short & to the pointOptimise your title wordingMake it scan friendlyLink activity overlay15%10%Titles example:3 tips for improving email usability and response ratesorEmail usability: 3 tips for improving your response rates5%
- 23. Useful insight into behaviorIllustrates many of the basic email principalsHeat map analysis(Source: Jackob Nielsen Research)
- 24. Email clients have varied skillsFocus on users requirementsEnsure compatibilityEmail client breakdown
- 25. Spot trendsAnalyse what works for youImprove again and againCompare > Spot trends
- 26. Look at the reportsFeed back the dataTo-do for tip three
- 28. Why should I?Web access is available everywhereTechnology is constantly changingAssistive devices are much more commonNFB v. Target (2006)
- 30. Test your siteInternet Explorer, Safari, Firefox, Opera, ChromeTest older browser versionsFrom mobile platforms – iOS, Android, Windows, Palm, Symbianhttp://validator.w3.org/Tweak your siteMake the simple changesCreate an improvement plan for larger issuesTo-do for tip four
- 32. Successful social presencesDeal announcementsCustomer supportFeedbackGenerate a positive brand imageNews
- 33. Empty pagesLack of focusNo customer interactionLack of thoughtBad grammarLack of personal / professional separationPitfalls to avoid
- 34. Multiple accountsMultiple users / staffShiftsSchedulingReportsMonitoringCo-Tweet™ social managementwww.cotweet.com
- 35. Update regularlyDon’t leave your feeds dryBe transparentBe timelyMake sure you have a focus for your channelCheck weeklyMonitor the public chatter about your brandQuality check tweetsOnline content lives foreverSeparate personal & professionalTo-do for tip fiveGet CoTweet™
- 36. Why do you have a website?Write out your goalsShape your siteTo-do recapMaximise Google AnalyticsGet AnalyticsView the reportsAct on the informationComplete email campaign cycleMake everything accessibleLook at the reportsFeedback the dataTest your siteTweak your siteConsistent social presenceUpdate regularlyCheck weeklyUse CoTweet™
- 37. (Source: Wayback Machine, archive.org)
- 38. The Endover to Emma James fromTasty Marketingstudioworksdigital.com
Editor's Notes
- #3: 5 things what I mean is easily quickly simply this month without spending money - not a lotAgencies including us normally charge to set up / researchif you can start yourself, who wouldn’t give it a shot first before calling us in?As we go think about what you do currently how could you improveRemember more that can be done in each area I’m just giving you an ‘quick dip’If you find success we can help you further.
- #4: 1 – reasons goals results2 – have it know about it use it3 – get reports act on them measure conversions4 – multiple device access mobile older browsers5 – use it consistently is it empty not sure why have it / need it
- #5: Why have a website? not just because you think you shouldhow does it help business generate leads from it know who visits it and how many? – 2nd tip on analytics keep it up to date? – 5th tip on consistency 1:00
- #6: Brand & Info1 – competitors on the web? Attracting your customers?2 – can customers find you? who uses the phone book it’s a Google search3 – judge reputation and products on web presence great product + childs website =4 – what products, services and offers are available More up to date than printedE-commerce1 – selling to a wider audience2 – keeping costs down – no shop3 – promoting products 4 – business never closedyou fall into one of these categories?If you don’t – why?
- #7: Write these down
- #8: Use the goals to streamline your analytics next tipFeedback Analytics decide on changes
- #9: Most websites have some form of metrics systemMost of those are running Google AnalyticsI am assuming you already have this if not - fear not it can be done easily3:00
- #10: 4 reports you need to use1 – setting up YOUR goals and measuring them2 – what sources are working for YOU3 – what content is popular / not4 – going a little deeper with customisationReports are complex without experience need a little time understand the platformhappy to answer questions after this event
- #11: Accessed from the goals section of analytics reports Goals are essential to understand ppc and seo performanceyou say a customer should add to basket go to cart sign in enter billing checkoutWhat needs improvement?Improvement = more sales
- #12: Rads.me.uk -> meetdraw post – how helps local digitaltwitter worked best after direct links – could be untracked twitter1 - which to maintain / improve2 - e.g. tagged email campaigns – next tip3 - which ppc campaigns are working best4 -
- #13: Rads.me.uk and meetdraw postmeetdraw post was generating majority of traffic which in turn boosted traffic to homepage hugely
- #14: FinallyIf comfortable with analytics encourage to look at building your own custom reportsEasy, guided, step by step, creation process
- #16: Email marketing works for a variety of reasons...allows targetingis data drivendrives direct salesbuilds relationships, loyalty and trustsupports sales through other channelsbetter ROI than traditional direct marketingDo you maximise the opportunities with this medium? Get most bang for buck?Used Heliomail for examples Most platforms SHOULD offer this level of reporting6:30
- #17: Why you need to pay attention to email marketing
- #18: Assuming you already do email marketingSo you have a nice email….pay attention and measure the results?know how much each conversion costs you?improve your emails constantly
- #19: Simple but full of useful informationWhat are they clickingThen…. Why are they clicking… is the link bold / red / large ? Does the “ FREE something “ link work or do your customers prefer “ get some money off ” ???
- #20: Keep it short most important at top see prof cat descriptionOptimize your headlines - first two words of a headline are the most importantexample, a headline like "3 tips for improving email usability and response rates" could be rephrased as, "Email usability: 3 tips for improving your response rates".Get to the point – Most skip long-winded text, so decide if it's worth including
- #21: Not available on Heliomail or othersFocus the message - avoid covering too many topics and keep the message simple.Only have attention for a few secondsso make it count using a standout call-to-action.Make it scan-friendly – Limit copy to easily-readable paragraphsSelectively use images to reinforce your message, images often take less time to understandAlign to the left - little attention the right-hand column gets? accustomed to scanning from the top-left first
- #22: good email marketing company test test testHate to admit outlook dominance as designer but cant ignore itNext tip on accessibility
- #24: RememberTargeted campaigns generate more accurate resultsWork with your designer ( they should be a wealth of info on this topic )Green arrows symbolise waning interestmany just do the create & send phases
- #25: Fantastic site + 50% people cant use it =Balance between new tech & accessibilityNeed to look at with developer but important you have understandingMy experience simple is best maybe one flashy thing12:00
- #26: Not just computers, phones and tablets but now in cars also (take off unsure legalities of it?)new methods vs. more compatibility all the timeThink of voice control on phones – don’t have to be ‘disabled’ to use assistive techThe National Federation of the Blind (California, US)
- #27: All the browser versions and historyGive an idea of complexity
- #28: TestDon’t stress yourself outWeb company should be doing this for youWorth keeping an eye on - check one different platform a week?Have a quick look at ALL the validator toolsTweakWeb company should make small ones easilyMaybe plan to incorporate in next site version
- #29: Picked on these cause they are common culprits for lack of consistencyApplies to all forms of digital presence – website, email, social and advertising14:00
- #30: Looking mainly at twitter but applies across the board – why have a social presence?Deals, offers and competitionsQuick customer supportProduct and service feedbackBrand awareness, loyalty and closer to customersPromote blogs, websites and other newsThese uses work becauseThe message is focusedResponses are timely – small news delivered at the right time – better than a whole report ages laterThey are constantly active channels
- #32: Something for all companies to try now there is a free version – paid version also monitors facebook
- #33: People like to put a face to the name – faces of Virgin and Apple?Not the same as “no press is bad press - Rather not have a presence than have a bad oneMore than a third of businesses check candidates social presence – stands to reason that they thoroughly check out you tooDo you have a social policy to control what your employees say about your brand?Remember online lives forever123people.co.uk – stumbled on artwork from 1st year uni 2002 still available even though my portfolio went years ago.
- #34: 16:30
- #35: A little amusement for youGoogle – 1996MSN (Bing) – 1995Apple - 1987Facebook – 2004Amazon – 1995
- #36: Thank youPlease put some of what we’ve covered into actionhave any questions see me here or contact StudioWorks after happy to help answer questions on topics for attendeesRemember if you find success want to improve on please get in touch.Over to Emma
- #37: Thank youPlease put some of what we’ve covered into actionhave any questions see me here or contact StudioWorks after happy to help answer questions on topics for attendeesRemember if you find success want to improve on please get in touch.Over to Emma