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February 27, 2009
In this video we talk about the basics of formulating a web strategy. We cover the five phases of a web strategy – including technology, content and community strategy, internet marketing, and web analytics. And last, we go over a basic web strategy workflow.
Here is the the Web Strategy Basics slide deck used in the video…
If you have any questions, let us know in the comments.
Do I Need A Web Strategy?
February 25, 2009
Does your business have a website? Then yes, you need a web strategy. Often times people think only E-Commerce sites need a web strategy. Even if you don’t sell a product online your business needs a web strategy. A good web strategy will help you build a community around your company, brand, or product. Using our techniques your business will become more findable on the web with organic search engine ranking and contextual advertising. And once you start tracking everything you will find new ways to attract and retain customers.
Building an online brand for your company is just as (if not more) important than building your offline brand. Think of your website as the first “touch point” to current and potential customers. Don’t you want that experience to be engaging? Do you want them to come back? Your web strategy is far more important than the window in front of your building or office. It gives people a first impression… shouldn’t you be optimizing that?
With defined goals you can develop an effective web strategy for your business. Want to get more people in your door? Optimize your web strategy to do so. Want to sell more widgets? Optimize your web strategy to do so.
Do you need a web strategy? Yes, you do. We’re here to help…
Can You Measure Social Media?
February 25, 2009
Short Answer: Yes, using the proper tools. And that’s what our Web Strategy Academy is for – to show you how to use the tools. But for now focus on listening and engaging your community and you will see results.
Check out this slide deck from Pop Labs Social Media Bootcamp to get started…
Track E-Commerce with Google Analytics
February 24, 2009
What products are selling best? What AdWords keywords have the best ROI?
If you set up ECommerce Tracking with Google Analytics you can do all this and more. You will be able to track all the transactions on your site, as well as see quick stats including…
- Overall revenue generated from online sales
- Average Order Value
- Product Performance
- Visits to Transactions
If you have integrated Google Analytics with AdWords, you will be able to calculate Revenue Per Click, ROI and Margin down to the keywords you are bidding on.
If you have an ecommerce site – or are selling anything online – this is essential.
5 Things to do Before you Launch your Website
February 24, 2009
I know your excited – I always get excited too before launch. It’s never a great idea to launch a website without a web strategy plan, but if you don’t have time for a full plan – make sure you cover the basics. There are rare circumstances where a website is successful right away without up front planning. It has happened for me in one case with IowaFlood.com – but that was a good (lucky) implementation that was right place at the right time.
Before you hit the “ON” switch on that shiny new website (hopefully a WordPress site!) here are 5 things you should take care of…
1. Define your Goals
We always recommend you define your goals for the website before you launch. By defining your goals right away you have a clear focus and easily measured milestones. If you have no goals for the site – maybe you should think twice about launching. Afterall – it’s a lot of work.
2. Checkout the Competition
You probably already have an idea of another website you have used for inspiration for your idea – some that you wish to emulate. Combine that list with the first page of Google results for the search terms you are targeting on your website. Now visit those sites and simply check out what they are doing… How are they converting leads? What content are they producing? How is their site structured? If they are successful there are tangible reasons that you should emulate on your new site.
3. Analytics, Analytics, Analytics
Before you launch – make sure you have web analytics software installed – whether it is Google Analyics, Clicky Analytics or something else. Just make sure it’s installed and working before you publicly launch your website. You need to track everything – from the beginning. This data will be extremely helpful later on in your web strategy lifecycle.
4. Develop your Workflow
Admittedly this is something we have learned the hard way. It’s hard to keep our website running well without a schedule. This is analogous to scheduled maintenance for your car.. If you don’t keep servicing your vehicle it will break down on you. An effective web strategy should have a scheduled workflow associated to it. If not – I guarantee you will never check your web analytics, produce regular content, or find time to participate in your community. Set aside time for your web strategy. Add it to your calendar. Trust me – this will make you more productive and allow you to keep a well-oiled website.
5. Seed your Site with Content
Don’t launch a website without content – and please, please, please, please don’t launch with a “Coming Soon” or “Under Construction” image on your site. Nothing will deter future visitors more than being 100% underwhelmed on their first visit. Before you publicly announce your site be sure there is sufficient content to keep people there once you announce it. We recommend having at least five blog posts along with your traditional “about” and “contact us” content.
What do you recommend? Let us know in the comments
The Tao of Marketing
February 23, 2009
Marketers must adopt an entirely new strategy — more than that, an entirely new mindset. They must get away from trying to create new desires in people, trying to push and force themselves on people, trying to control people.
Instead, find a more natural way. Find out what people want, and then give it to them. Offer them value, and they will appreciate that. Be a resource. Give things away. Don’t force — let them come to you, because of all the value you offer. Here’s how:
Tags: web strategy marketing getanewbrowser advertising
Posted by: Andy Brudtkuhl
A Social Media Strategy for Restaurants
February 23, 2009
The financial crisis is likely to hit the fine dining industry very hard. Already there have been reports of exclusive London restaurants slashing their prices in order to maintain a steady flow of clientele and therefore subsequent cashflow. Competing on price, however, is never a wise, or usually profitable, strategy, so dining establishments need to look for alternate ways to bring in the customers. One easy way is to develop a social media strategy to connect with your customers and create a community of regular diners.
Comments:
- Great social media strategies for resaurants posted by Andy Brudtkuhl
Tags: web strategy restaurant socialmedia
Posted by: Andy Brudtkuhl
Stop bouncing: tips for website success
February 23, 2009
Bounce rate has these attributes:
1) It is really hard to misunderstand. It measures the number of people who landed on your site and refused to give you even one single click!
2) It is available in most web analytics tools, including our own Google Analytics.
3) It is quick and easy to use. Bounce rate will help you understand where and how to make changes on your website in under an hour.
Comments:
- Great tips from Google on reducing your website bounce rates posted by Andy Brudtkuhl
Tags: web strategy analytics
Posted by: Andy Brudtkuhl
The Missing Google Analytics Manual
February 23, 2009
Get the most out of your Google Analytics with this collection of links to implement, configure and get insights from Google Analytics.
Comments:
- This is an amazing collection of Google Analytics resources posted by Andy Brudtkuhl
Tags: web strategy analytics google
Posted by: Andy Brudtkuhl
Definitive Guide to Word of Mouth Marketing
February 23, 2009
In it’s simplest form Word of Mouth (WoM) Marketing is tapping into the conversations that occur between people to sell your product. The Word of Mouth Marketing Association (WoMMA) defines it as:
Word of mouth marketing: Giving people a reason to talk about your products and services, and making it easier for that conversation to take place.
Effective WoM strategies cultivate and amplify these conversations, understanding that they are the most powerful way to convince a consumer to buy your product.
Tags: web strategy womm
Posted by: Andy Brudtkuhl