10 WEBSITE MISTAKES EVEN GREAT MARKETERS WEBSITE MISTAKES EVEN GREAT MARKETERS CAN MAKE . SOMETHING ... succession as a way to remember the ... event organizers etc.

Jessica Bybee-Dziedzic | Saffire

10 WEBSITE MISTAKES

EVEN GREAT MARKETERS CAN MAKE

SOMETHING BUT

WAS MISSING

HELP MORE PEOPLE! We wanted to

Beautiful, Unique Designs

PRINT-AT-HOME TICKETS

SCANNING PRE-SOLD TICKETS

OR SELL AT THE GATE

CLIENT PORTFOLIO

OVER

200 CLIENTS!

WE’LL SEND THE SLIDES IF YOU LEAVE

YOUR BUSINESS CARD!

WHAT MAKES A GOOD WEBSITE?

MOBILE-FRIENDLY

FUN EASY TO NAVIGATE

INFORMATIVE

GOOD PHOTOS

QUICK-LOADING

WELL BRANDED

1. BUILD WITH OLD PROGRAMS • Flash breaks on iPads and sometimes

computers too—ditch it!

• Programming languages change

• Social media outlets change

their plug-ins

SITE WIDTH & ALIGNMENT

SITE WIDTH & ALIGNMENT

DESKTOP MONITORS

1997 2016

2. BE INVISIBLE TO GOOGLE Most people that search for your event name are going to find your website.

What about other things they type?

• What keywords are strong?

• How can you use keywords to get a better ranking on Google?

THE LONG TAIL

LONG TAIL WORDS • More descriptive = fewer searches = more likely to find you

• More descriptive = more interest in you anyway!

• More descriptive = costs less if you advertise

• EX: Family fun, music festival, animal exhibits

www.google.com/trends

Type in any word, find out the trends and search

history of that term!

3. CREATIVE SITE NAVIGATION • A place to watch “design over function”

• If there is a place to keep it simple, this is it!

• Your map to your content

JUST F IT.

4. FORGET THE FAVICON Normal Day!

FAVICON IMPORTANCE Users (especially a younger audience,

opening multiple pages in rapid-fire

succession as a way to remember the

items on those pages and revisit them

at a later time.

5. NEVER CHANGE YOUR CONTENT 1. Visit

2. Visit with same content

3. Never visit again

CHANGE YOUR WEBSITE If you update your Facebook page

SERIOUS OFFENDER: NEWS & BLOG • If you have them, keep them updated

• Pro tip: Don’t say how often you're going to publish.

A “once a month” newsletter is a surefire way to be behind.

SERIOUS OFFENDER: OLD EVENT DATES

6. FORGET ANY CALLS TO ACTION What’s the action for someone visiting your site?

SMALL

• Listen to Music

• View Photos/Videos

BIG

• Sign up for your email list

• Buy tickets

IMPORTANCE OF WEB ACTIONS

OLD WEBSITES NEW WEBSITES

COPY FACEBOOK

TWITTER DID!

7. FORGET ABOUT ONLINE SALES

MULTIPLE BUY OPTIONS

BUY FROM ANY PAGE

CREATE CUSTOMER CONFIDENCE

8. DISREGARD MOBILE If you:

• Send email (something people check on their phone!)

• Post Facebook ads (something people check on their phone!)

• Sell Online

• Have a website

YOU MUST BE MOBILE!

GOOGLE LOVES MOBILE

MOBILE STATS

9. FORGET ABOUT EMAIL SIGNUP Not Cool:

Email seems lame compared to social media

Cool:

It’s the most successful tactic!

Most Cost-Effective

Top Revenue Generator

Fastest Results

YOU OWN THE DATA

EVERY PAGE!

10. FEATURE TEXT INSTEAD OF

PHOTOS OR VIDEO Engagement per follower is 58 times higher on Instagram than on Facebook.

DOES IT REALLY MATTER? PHOTOS:

• Provide a personal connection to your event and your brand

• Evoke desire to “do what they’re doing”

• Allow visitors to virtually experience your event all year long

PHOTO ALBUMS

Visitors will engage with your site if they’re watching videos or listening to music!

• Video brings an average of 3 times more visitors to your site per month

• Organic search traffic increases by 157%

• The average website visitor spends 88% longer on sites with video

VIDEO

APPEALS TO MILLENNIALS 4 BILLION videos are watched every DAY on YouTube

• 18 - 49 year olds watch more YouTube than any cable TV network.

The global watch time is up 60 percent.

• Use an eye catching thumbnail to encourage more clicks

- Use what you just learned about photos!

• Film “behind-the-scenes” with performers, event organizers etc.

• Tour of the grounds videos can be fun and informative!

VIDEO TIPS

SHORT AND SWEET Use what social media has taught us about video.

• Vine – 6 seconds

• Instagram Video 15 seconds – outperforms Vine

• On Facebook, videos can be any length but they automatically play as you scroll past, so first

few seconds must be compelling!

VIDEO REFERENCES IN EMAIL Using the word “video” in an email subject line:

• BOOST open rates 19%

• INCREASE click-through rates by 65%

• REDUCES unsubscribes by 26%

11. BONUS: IGNORE YOUR ANALYTICS What should you watch?

• Google Analytics

• Facebook post analytics

• Email opens & click-throughs

YOU’RE NOT

MARKETING!

If you’re not measuring,

FACEBOOK ADS

EMAILS • Test layouts and content

• (Almost) always include more than one topic.

• The things people care about will shock you!

GOOGLE ANALYTICS - LOCATION • What are you doing to make strong places strong? What could you do to increase areas you

wish were strong?

GOOGLE ANALYTICS - MOST VIEWED • How can I make those pages serve me better?

Don’t forget to drop off

your business cards.

THANK YOU! Jessica Bybee-Dziedzic

[email protected]

www.saffire.com