Through eMarketing and Social Mediacdn.bpaa.com/Training/Bowl-Expo-2011/Increase-Business-eMarketin… · over powering. • Navigation – Horizontal / Vertical Horizontal menus

Through eMarketing and Social Media

Presented by:

Heath Shults

Director of Technology

The Virtual Loop

My Website First impressions.

• Image is everything Your website is your business online. Make sure it looks great! It could mean the difference between a long time customer or the closing of a website browser and your business is forgotten.

• Get a professional website • Make it a point to have a fresh attractive website capable of collecting visitor contact information.

• If you need help with your website or need a new one contact me. [email protected]

• Test your website in different browsers • Different web browsers render pages differently. Make sure yours looks good in all major browsers.

mailto:[email protected]

Website Layout

• Left – to – Right The eye is trained to read left to right. • Hot Spot - Main Page Content This is the area of the page where you want to deliver the message. • The Main Break Website visitors will usually stop looking for information below this line. • Supporting Information If your pages content extends below the main break make sure it is supporting the main page content.

The Eye and the Web

Website Layout Good Layout Technique

Presented by Heath Shults

• Header Logo in upper left, prominent but not over powering. • Navigation – Horizontal / Vertical Horizontal menus toward the top of the page. Vertical menus on the left or right. • Advertise Place your special advertisements here. This is where the eye ends up. • Highlights Place your highlights for your center here. • Supporting Content Use this space to support your centers attractions.

Layout Strategy

NICE!

Website Strategy Not so good layout strategy

YUCK!

Website Strategy Mobile Layout

Mobile web is different from a desktop website • Only the most important content should be shown on each page

• Image file sizes should be as small as possible

• Test your mobile website for fast load time and correct display

Website Strategy Content Formatting Tips

• Text - Do not use your space bar to format anything!

- Use plain text. Try not to use fancy fonts.

- Use H1, H2, and H3 tags for titles of content blocks.

- Make your message on your pages brief and to the point.

- Use left alignment for your text

• Other things to remember - Make sure your website looks great in all major web browsers

- Do not forget to set the title, description and keywords for you web pages.

- Learn what works best on the web by examining major websites. These companies spent millions in R&D to make millions.

• Images - Do not use images with a file size of 50kb

for desktop websites

- Do not use images with a file size of over 15kb for mobile websites

- Only use images at 72 to 96 dpi (screen resolution)

- When inserting an image fill in your “Alt” tags

Website Strategy Getting Found

Getting Found


Search Engine Optimization Basics

What and Why

• SEO refers to techniques that help your website rank higher in the organic/natural search results.

• This helps more people who are looking for your business find you.


Search Engine Optimization • It’s not rocket science.

• Content is King.

• Read a lot of blogs on the subject.

• Invest in tools such as SEO Tools at www.Hubspot.com

• Start small and work your way up.

• Track, so you learn what works.

http://www.hubspot.com/


Organic Search is Best!

Organic Results

75% of clicks

Pay Per Click – 25% of Clicks • FREE

• More Traffic

• Smarter People

• Longer Lasting


• On Page Factors

- Account for 25% of Rankings

• Off Page Factors

- Account for 75%

- Links!

How Does Google Decide?


Visible On-Page SEO • Page Title

• URL

• Heading Tags H1, H2, H3

• Bold Text


On-Page Factors: Choosing Keywords • Search Volume

- How many times per month is the keyword searched

• Relevance

- How many people that search the term will come to your bowling center

• Difficulty / Competition

- Know your probability of getting to the first page of Google


Invisible On-Page SEO

• Description

• Keywords

• Alt text on image tags

Alt=“Join our email list and get a $10 Coupon”

<meta name="keywords" content="bowling, cosmic bowling, league bowling" />

Website Strategy Performance

Website Performance


Your visitor has to know: • Who you are. ABC Bowling Center

• What you do. Open bowling, parties, etc…

• Why they should choose you. The best bowling experience

• What to do next. Get your free coupon here.

You have 15 seconds to load your page and deliver your message.

The objective: Pull your website visitor deeper into your website and finally to a

form were you can collect their contact information.


According to a recent Aberdeen Research Report, each additional second of

response time above 3.9 seconds per page impacts business in the following ways:

• Decreases page views by 11 percent

• Decreases customer satisfaction by 16 percent

• Decreases conversions by 7 percent

* The BPAA Webservices Template

has a load time of 2.1 seconds on a 54.0 mbps

internet connection.

What slows down website performance?

• Factors you or your webmaster can control:

• LARGE IMAGE FILE SIZE

• Too many images

• Poor formatting (deeply nested tags in the code)

• Slow servers at your hosting service

• Factors you can not control

• The website visitor has slow internet speed

• The computer accessing the site has a virus, spyware or

malware.

• The visitors network is slow or congested

Website Strategy Data Collection

Collecting Website Visitor Data

Lead Conversions

Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads).

Target Market

Website Visitors

Leads

Opportunities

Customers


Conversions Take Place

• Website Homepage • PPC Ads • Email Blast • Direct Mail

Anywhere that you want someone to do something...


How to Get Customer Data Online

Call to Action You must have a clear call to

action.

Coupon and specials

advertisements work very well

in collecting website visitor

data.

Give a little – Get a lot!


How to Get Customer Data Online

Coupons Economic factors have

increased the use of

coupons

League/Party Sign up One submission of a league

sign up for is worth $400.

One party sign up is worth

more than $600 long term.

Email List Sign up People will join your email

club for updates on specials,

coupons and FREE offers.


What to do with your new found marketing data Ok we got the gold. Now what?

eMarketing You now have the gold. Let’s convert it into repeat visits from your customers.

• Import Your Data • Your website has captured data and should have an export feature.

• Once you export your data you must import into your desired database marketing software.

• Create targeted marketing groups Organize your data by creating groups based on specific demographic criteria.


Through eMarketing and Social Mediacdn.bpaa.com/Training/Bowl-Expo-2011/Increase-Business-eMarketin… · over powering. • Navigation – Horizontal / Vertical Horizontal menus

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