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7 ITEMS you cant ignore
Redesigning Your Website?
@emueller#mnnpcomm
@lynnwintermn
@emueller
emueller@smm.org ERIC
Digital Marketing Manager Science Museum of MN
MUELLER
@lynnwintermn
lwinter@augustash.com LYNN
Production Director August Ash
WINTER
so whats our ANGLE?
the industry is moving FASTER than ever before
you work HARDER to make this world a BETTER place with LIMITED time and resources
FOCUS on what will make the BIGGEST impact
are you truly
READY? 01
a website is just ONE piece of the pie
WILL THEY COME?IF YOU BULD IT
1 in 4 nonprofits have a
marketing plan that iswritten and approved
what is your MARKETING SPEND?
what is your STORY and WHERE will you tell it?
is your BRAND strong enough?
Original
New
Concept 2
have you documented your PLAN?
can you do this by YOURSELF?
know your
USERS 02
PERSONASfictional characters that represent the difference users types
USER
who are they?
what makes them unique?
what are their goals?
why do they struggle?
how can you help them?
their real quotes
whats your
pitch?
210% persona-based website content
saw 210% increase in webtraffic and 97% increase in website
generated leads
to be successful you MUST first truly understand your user
INTERVIEWSopen-ended conversations to learn more about your target audience
STAKEHOLDER
+ pick the right people+ schedule back-to-back+ piggy back on an event+ buy them coffee+ dont forget internal users
SURVEYSasking specific questions about users, their behavior and their opinions
USER
Audience exit survey
Audience exit survey
invest in MVP
CONTENT 03
give yourself permission to do a MVP process
PRODUCTspend efforts focused on high priority areas to produce high quality - dont underestimate the value of simplicity
MAXIMUMVALUE
hire HELP
01 gathercontent.com
GATHER CONTENT
use the RIGHT tool
Fieldable templates!
Fieldable templates!
Fieldable templates!
Fieldable templates!
use GOOD (and sometimes FREE) content
IMAGESunsplash.comdeathtothestock photo.comgratisography.compexels.commorguefile.comstocksnap.io
VIDEOvideos.pexels.commazwai.comcoverr.covimeo.com/groups/freehd/videos
74% online video
accounts for 74% ofALL web traffic
create multi-channel CONTENT 04
UPCYCLINGconvert content into multiple formats to create something that is EQUALLY or higher in value. Then bringing the content into circulation again at just the RIGHT time
the WHOLE impact is more than the sum of its parts
create a video, grab the transcript
shorten video, add captions & post on Facebook
write a blog post & enhance it
shorten and send out newsletter
create a quote card for Instagram
implementing ACCESSIBILITY 05
web accessibility is the INCLUSIVE practice of removing barriers that prevent interaction with or access to websites
5.4 million people live in Minnesota
38.3 million people in the US have a severe disability
56.7 million people in the US have a disability
1 in 10 people need some sort of accommodation
+ avoid legal issues
NEED A
+ improves SEO+ lower bounce rate+ good brand impressions+ tools are for everyone
REASON?
+ color contrastITS EASY!+ text over images+ font size and weight+ alt text on images+ heading levels
+ tab through webforms
+ video subtitles
+ link descriptions
STEP 1 be an advocate
STEP 2 learn more
STEP 3 implement changes
thou shalt GOOGLE
06 obey
75% Googles market share in the US
3.5 billon the average number of
Google searches per day
Google continues to award MOBILE FRIENDLY behavior
Google is punishing websites without SSL CERTIFICATES
consistent information between website and within online business directories improves LOCAL SEO
MANAGE your Google site links
Google is punishing websites with POP-UPS
moz.com/google-algorithm-change
the key is to be a good HUMAN. a pleasant user experience will ALWAYS be rewarded
market with FACEBOOK 07
1.86 billion Facebook users which
is a 17% increase year over year
BOOSTALWAYS
SAVEDMAXIMIZE
AUDIENCES
AUDIENCESCUSTOM
TRACKINGSET UP
TAGSMETA
THANK YOU!
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