Begbroke transfer - making the most of your website

Making the most of your website Tips to ensure that your website adds value to your business

Prepared for the University of Oxford Begbroke Transfer

Wednesday, 2 November 2011

Introductions

Who is Obergine?

Full service digital marketing agency.

We create online and mobile solutions that add value to our clients and their customers.

Clients include:

Oxford University Press

University of Reading

Concha y Toro

Cono Sur Vineyards & Winery

http://www.conosurgreencooks.com/

http://www.thefinewinecollection.com/

About the presenter

Jeremy Anderson

Digital director

Jeremy is a founding partner of Obergine and is responsible for client services and digital strategy.

With over 15 years as a digital marketing professional, Jeremy has expertise in:

Web design

Content management and e-commerce

Mobile sites and apps

Digital, search and social media marketing

Web and data analytics

Planning a successful website

Know your audience

Who is your target audience?

What are their goals?

What motivates them?

Are they skilled internet users?

What do they want to achieve by visiting the site?

What information do they need from the site?

Create personas in order to profile them…

Personas describes the goals, skills, attitudes, motivations and environment of a specific user group.

Examples include “scientists”, “investors” and “researchers”

Solid strategy

Convert Reach

Retain

Reach

Make it easy for your target audience to find your business and engage with you online

Convert

When people visit your website – recognise that they are looking for an answer to a need and the website must facilitate this quickly and easily

Retain

Empathise with your customers and respond to their needs to ensure that long term satisfying relationships are formed

What are the tactical areas do you need to consider?

Comprehensive tactics

Reach Convert Retain

Search engine optimisation (SEO)

Branding Branding

Content Content Content

Usability Usability

Social media optimisation (SMO)



Goals Goals

Goals



Branding Branding


Usability Usability




Goals Goals

Goal tactics

Your website needs to achieve business goals such as investor enquiries, membership,

sales and data collection

Goal fundamentals Goal tactics

People want information quickly

Business goals not clear

Lack of calls to action

No visible contact details

Third party certifications

Data capture buggy and no privacy policy in place

Google Analytics in place

Goal tactics

Performance against core strategies


N/A

http://www.microbialsolutions.co.uk/

http://www.microbialsolutions.co.uk/contact-us/

Clarify what you do, why & who for



N/A

Clear business objectives

Clear products

Market specific info available

Qualified data capture

No email opt-in

Too many mandatory fields

Goal tactics

http://www.oxinst.com/Pages/home.aspx

http://www.oxinst.com/Lists/Email Enquiries/NewForm_OI.aspx?Source=/contacts/

Content tactics



Branding Branding


Usability Usability




Goals Goals

Content tactics

The best content is relevant, clear and

useful and available in different media formats

Content fundamentals Content tactics

Keep content current

Text heavy content

Overly technical content

News not current

Good clear diagrams

Embedded BBC video

Photography is relevant



Content tactics

http://www.microbialsolutions.co.uk/

http://www.microbialsolutions.co.uk/press-releases/

Make online content easy to digest

Short paragraphs

Bullets and sub-headings

Content cross-selling

Rotating content

Events not showcased

No dates or RSS on news feed



P

Content tactics

http://www.oxinst.com/applications-markets/food-agriculture/Pages/food-and-agriculture.aspx

Usability tactics



Branding Branding


Usability Usability




Goals Goals

Usability tactics

Make it easy for visitors navigate the

website, locate the information they need

and perform the tasks required

Usability fundamentals Usability tactics

Simple and logical site hierarchy

Clear calls-to-action

Logo links to the homepage

Verbose link hover text

Breadcrumbs trail

Branded 404 page in place

External links in same window



N/A P

Usability tactics

http://www.medsci.ox.ac.uk/

http://www.medsci.ox.ac.uk/research/focus

http://www.medsci.ox.ac.uk/research/focuszdxscas

Make sure your site is not buggy

Duplicate navigation not clear

Content/navigation mismatch

No breadcrumbs trail

Pages display error messages

Faulty data encryption

Validation is clear and robust



N/A O O

Usability tactics

http://softinnovators.com/company

https://softinnovators.com/contact

Branding tactics



Branding Branding


Usability Usability




Goals Goals

Branding tactics

Your website needs a recognisable design

with the content to invoke an emotional

response that reinforces the brand identity

Branding fundamentals Branding

tactics

Branding needs a clear identity

No logo

Limited branding on site

No tab/bookmark favicon

Generic pictures

Consistent professional copy

Consistent colours



N/A O

Branding tactics

http://oxfordengtech.co.uk/



Branding needs consistency

Consistent and deep branding

Consistent colour pallet

Consistent tone of voice

Brand story video

Tab/bookmark favicon present

Social media branding aligned



N/A P

Branding tactics

http://www.oxinst.com/businesses/Pages/our-businesses.aspx

SEO tactics



Branding Branding


Usability Usability




Goals Goals

SEO tactics

Build your site for easy indexing

Keep your content fresh and relevant

Maximise diversity and volume of quality backlinks

SEO fundamentals SEO tactics

Why is SEO important?

Over 85% of prospective customers use the internet to find what they are looking for

Seven out of ten users click a search result within the first page of results

Only 8% of users venture beyond the third page of search results

SEO tactics

A good ranking on a major search engine can make the difference between commercial success and failure

1. Search engine results are ads

SEO top tips SEO tactics

2. Be consistent and relevant

3. Localise your content

4. Link text must work out-of-context

5. Keep your content fresh

6. Quality backlink diversity

7. Outbound links matter

8. Be social

9. Get listed locally

10. Make sure your site is fast

Social media optimisation tactics



Branding Branding


Usability Usability




Goals Goals

SMO tactics

Be active in social media, push and pull content to/from social media channels and

encourage user generated content

Social media fundamentals SMO tactics

Be active, friendly and genuine

Social media promoted on site

Branded social media Facebook, Youtube & Twitter

Informative, relevant, and constant dialogue

Facebook “like-gate”

Can not share content from site



SMO tactics

http://www.youtube.com/user/oxinst

https://twitter.com/

http://www.facebook.com/oxinst

Takeaways

Goal tactics

Review your website goals and ask yourself if there are missed opportunities for the website to help your business

Display contact information on all website pages

Measure website performance and user interactions – Google Analytics is highly effective and a great free tool

Capture email addresses for email marketing at every data capture touchpoint

Include a privacy policy on website that explains clearly what data is captured by the website, who it is used and how the user can be removed from any marketing database

Make call-to-actions for investor enquiries, membership, events and contact requests clearly visible across the website

Content tactics

Use photography and video to promote your products, services and events

Align page content with photography used

Ensure that content can be printed, downloaded as a PDF and also available online

Include third party certifications

Promote new and updated content and remove old content as soon as it lacks relevancy

Spell check and proof read your content before publication

Create content for your target audiences eg., “conferences” and “demonstrations”

Cross-sell content across the site

Usability tactics

Navigation controls should use different colours and styles indicate when selected or activated

For sites that include sub-pages, always have a breadcrumbs trail

All call-to-actions (secondary, primary and tertiary) should use clear language and styling

Utilise link descriptions to provide tool tips that aid the user journey and set user expectations

On data capture forms, ensure that mandatory fields are clearly indicated and that any field that fails error validation is highlighted

When linking to external sites and/or PDF files ensure that they launch in a new browser window

Use imagery (eg., embedded maps on contact pages) to help provide context and clarity to content

On large sites provide a site wide free text search

Branding tactics

Implement your brand so that it reflects the credibility and reputation of your business

Your website design should consider fonts, styles and colour palletes holistically and should not be limited to the logo

Your social media channel branding needs to reflect your website design and branding

Brand both your 404 “missing page” and browser tab/bookmark favicons

Use the same tone of voice for your website copy as you do for social media channel communications

Use photography that shows off your products, philosophy and innovation in situ ie., with real examples

Reward your customers for their custom with useful content and initiatives that encourage repeat visits [JA]

Search engine optimisation tactics (1 of 2)

Google listings are ads - all your pages need unique page titles and descriptions with the page description expanding upon and substantiating the page title

Relevancy - our page title and primary page header need to be tightly aligned and use the same keywords

Link text - ensure that all your internal links are verbose and make sense out of-context

Quality backlink diversity - get your business talked about within a range of industry blogs, societies, universities and local/national press with backlinks to your site

Outbound links - be generous with your links and link out to other sites within your content

Content freshness - create content on a regular basis that people will find useful, discuss and link to

Search engine optimisation tactics (2 of 2)

Social signals - engage with people on social media channels and publish links to your content on these channels

Get local – register your business with Google Places, Bing for Business and Yahoo Local and include local keywords in your content

Speed matters – make sure your site loads quickly

Social media optimisation tactics (1 of 2)

Start with Twitter and LinkedIn – then consider other channels such as Facebook and Youtube

Brand your social media channels

Use social media to engage with those influential in your industry eg., medical industry bloggers

Be active! Engage with people every day

Post information about your products and services on LinkedIn

Integrate Twitter feeds on to your website

Provide content sharing facilities on your website to allow sharing content via email & social media

If you have a blog – allow this to be syndicated via RSS and encourage people to comment upon your posts

Social media optimisation tactics (2 of 2)

Be generous - give back to those who interact and share your content

You're human - communicate like one and do not hide behind a brand name

Post information about your products and services on LinkedIn

Include shortened links (ie., http://bit.ly) whenever you can in your posts on Twitter

Link your Twitter and LinkedIn social media channels - one tweet can then get published in 3 places if you have integrated a Twitter feed on your website!

Don’t link Twitter to Facebook – instead use Facebook’s wall to post different and longer updates that offered by Twitter’s 140 character limit

Create Facebook pages and not groups and claim your Facebook vanity URL (ie., web address) such as http://www.facebook.com/obergine.agency by getting 25 followers ASAP – ask your friends, families, colleagues and staff!

http://bit.ly/

http://www.facebook.com/obergine.agency

Any questions?

Thank you

If you have any questions or wish to discuss your digital or print marketing activities with Obergine, please contact us using the details below.

Jeremy Anderson Obergine

Mob: +44 (0)7718 781189 The Jam Factory

Tel: +44 (0)1865 245777 27 Park End Street

Email: [email protected] Oxford OX1 1HU

Web: http://www.obergine.com United Kingdom

Twitter: http://twitter.com/obergine

Facebook: http://facebook.com/obergine.agency

mailto:[email protected]

http://www.obergine.com/

http://twitter.com/obergine

http://facebook.com/obergine.agency

Technology

Begbroke transfer - making the most of your website