Andres Thomas Customer Success Kabbage, Inc.

Josh Steimle, CEO MWI

Hassan Bawab, Founder & CEO Magic Logix

•  MODERATOR  •  Website  data  to  spot  trends  •  Website  holiday  promo9ons  •  Tips  on  holiday  digital  

marke9ng:  SEO,  PPC,  social  media  &  content  

•  Op9mize  for  increased  holiday  traffic  

•  Mobile  revolu9on  •  Website  design  9ps  

Meet the speakers…

Watch the entire webinar live…

•  The next SlideShare slide will feature an embed of our live video webinar on YouTube.

•  All of the presentation slides are located after this video embed

Josh Steimle CEO MWI

Your Website is Not Just an Electronic Business Card

Your Website is Not Just an Online Brochure

Your Website is a Lead Generation Machine

Website  Marke,ng  →  Traffic  Traffic  →  Conversions  Conversions  →  Leads  

Leads  →  Sales  

Conversions Are Why Your Website Exists

Walk-ins Phone calls

Emails Forms Chat

Email signup Social following

CONVERSION EXAMPLES

CONVERSIONS

If the objective is conversions, what does my website need?

10 Things Every Small Business Website Needs

1. THE BASICS

Domain name Logo and images

A page for each product/service Intuitive navigation Attractive design

Clean code Good hosting

2. ANALYTICS

Google Analytics is free, easy to install, nuff said.

3. MOBILE VERSION

Responsive or app, whatever fits.

4. BLOG

Yes, it’s necessary.

5. CONTENT MANAGEMENT SYSTEM

Your site should be updated frequently. Sites that are easy to update get updated more

frequently.

6. CONTACT INFO

Everywhere, and easy to find.

7. Calls to Action

Don’t make it hard for me to become your customer.

8. SOCIAL SUBSCRIPTION

Make it easy to follow you.

9. SEO BASICS

Keyword strategy URL structure

Title tags H1 tags

Great content High quality links

10. EMAIL SUBSCRIPTION

Seasonal Website Marketing Using Past Data Trends & Simple Tools to Improve

Website Marketing for Cyclical Opportunities

To Every Thing There is a Season…

“With the start of spring and change of weather, many

Americans visited pharmacy sites for helping battling seasonal

allergies and colds.”

Source:  comScore  Media  Metrix  Ranks  Top  50  U.S.  Web  Proper9es  for  March  2013  

Using Past Data Trends to Improve Website Marketing for Cyclical Opportunities

If You’re Not Collecting Data…

…Start Today.

What to Focus On 1. Conversions 2. Traffic 3. Popular Content

Look For Trends

Can You See Any Trends?

That’s Easier

Find Big Monthly Jumps

And Smaller Jumps

This is Interesting…

2 Questions to Ask 1. Why is this happening? 2. How can we take advantage of it?

How to Get the Advantage 1. Understand the trend

2. Create your plan a year ahead of time 3. Execute on time (6 months ahead of time for SEO) 4. Measure and analyze, repeat

Extra Tips 1. Promote top products from previous season 2. Promote top categories from previous season 3. Offer promotions on previous peak traffic days 4. Step up social efforts before and on peak days

Using Simple Tools to Improve Website Marketing for Cyclical Opportunities

The Tools 1. Google Trends 2. Google Instant Search 3. Google News 4. Haro

Can You Guess?

“Christmas Sweater”

9 Content Marketing Ideas

Want Some Links? Journalist are searching for seasonal topics

HARO

www.helpareporter.com 1.  Sign up as a source

2.  Look for seasonally topical requests

Free Tip: Recycle Seasonal Pages

a.  Avoid dates in URLs b.  Keep URL live all year long (no 404!) c.  Modify content immediately after event

passes to avoid confusion for visitors.

Are You Part of the Growth?

9 Steps to Prepare Your Website Marketing

for the Holiday Season

1. Analyze Past Data What worked last year? What didn’t?

2. Think Mobile Responsive design. Apps. Everybody’s doing it.

3. Prep PPC Campaigns Build landing pages and ads now, flip the switch later.

4. Work On SEO—Right Now November is too late,

unless you’re prepping for next year.

5. Start CRO That’s conversion rate optimization. A/B testing.

6. Begin Content Marketing People read good content.

People pay for great content. Create great content and give it away for free.

7. Prep Social Media Posts People read good content.

People pay for great content. Create great content and give it away for free.

8. Public Relations Become an expert (hint: “experts” are people who know

slightly more than whoever they’re talking to). Develop relationships with journalists.

Become an expert source.

9. Collect Data It’s never too early, or too late, to start collecting data.

Bonus Tip, Remember…

Hassan Bawab Founder & CEO Magic Logix

Have an Initial Checklist a). Have your site ready as soon as possible. b). Implement HTML5 and CSS3 c). Make sure your site is secure. d). Have graphics ready before holiday rush. e). Check with your web hosting to make sure you have enough bandwidth and solid server. (Stay away from shared hosting)

Check Website Load Time

•  Quick load time is everything on the web.

•  Best practice = have your pages load in under 2 seconds (otherwise, users go to your competitor).

•  Long load times are irritating and aren’t conducive to holiday shopping.

Hint: It is not only about optimized images, but it depends on code, server and technology behind it.

Website Must be Responsive / Adaptive

Of American adults: �•  91% have a cell phone �•  56% have a smart phone �•  34% own a tablet computer �

If your website isn’t responsive or mobile adaptive, it needs to be!

•  A responsive website adapts to different screen resolutions to provide an intuitive user experience.

•  Mobile adaptive sites use predefined layout sizes based on your device screen.

•  Mobile SEO

Page Speed Insight Rules Speed Rules �•  Avoid landing page redirects •  Enable compression •  Improve server response time •  Leverage browser caching •  Minify resources •  Optimize images •  Optimize CSS Delivery •  Prioritize visible content •  Remove render-blocking

JavaScript •  Use asynchronous scripts •  Usability Rules

Avoid Plugins �•  Configure the viewport •  Size content to viewport •  Size tap targets appropriately •  Use legible font sizes

Compressing JavaScript with Closure Compiler Spriting/Image Compression �

•  Minimizes the number and size of images

GZIP/HTML Compression Tools �•  Lets you reduce size of HTML files

JavaScript Minimization Tools �•  Reduces overall download size & removes

unneeded spaces and comments

Closure Compiler �•  Finds ways to compress your JavaScript

code even further than existing minimization tools.

•  Can condense several files into one single file, and can easily reduce the size of your JavaScript in half.

Claim your business on Google Maps

Look your business up on Google Maps and claim it. Once you have verified that you are the business owner or a representative, you can add store hours, average prices, etc. Mobile users are mobile; that means that they’re looking up your business on the go and want quick answers to questions!

Text Links vs. Easy-To-Press Buttons

Common Frustrating Mobile Problem: With your fat thumb, you try to click on one link, but you end up clicking on something else instead. Text links matter for search engine optimization, so you don’t want to get rid of them altogether. However, supplement those links with big buttons that are easy for mobile users to press.

Buy  NOW   Vs.  

Optimize Your Checkout Checkout process should be easy, painless and optimized.

•  Secure site •  As little steps as possible •  No hoop jumping – you’ll lose business •  One page checkout •  Allows for multiple forms of payment

Customer Experience & Buying Process

•  Custom designed site will add to experience

•  Most important info is “above the fold”

•  Breadcrumbs help with your site’s search, functionality & aid the customer experience

•  Add zest to the purchase process: o  Multiple quality images o  Thorough and interesting

product descriptions o  Interactive experiences

where applicable o  Virtual fitting rooms, design

your own features, etc.

How To Optimize Your Website For Increased Holiday Traffic: Part 1

Microformatting/Microdata HTML coding �•  Advanced Schema.org markup •  Open Graph Protocol (OG) Meta-tags •  Geo Meta-Tags for location-based Products/Services •  TwitterCard Meta-Tags •  hCard Generation and Implementation

Google+ Integration�

•  Google+ Authorship tags •  Google+ Publisher tags •  Per Page Google +1 Button with +1 Counts

Sitemaps �•  XML and traditional format •  URL List .txt File •  Implement an XML sitemap generator

to auto create a new sitemap and call search spiders when new content is uploaded on the site

How To Optimize Your Website For Increased Holiday Traffic: Part 2

Image Tags �•  Search spiders cannot read image files, Ajax

files or video files without this •  Further optimize to better index and increase

visibility on SERPs (search engine result page)

W3C Coding Errors �•  The World Wide Web Consortium (W3C) •  Compliance is vital for search engines to

properly crawl and index a site •  Regular validating of these standards is

crucial to prevent any potential warnings and/or errors

How To Optimize Your Website For Increased Holiday Traffic: Part 3

Update Site Design to be Holiday Oriented

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Thank you, from Kabbage