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5 Necessities of a Website Redesign
When it comes to website design and functionality, there are myriad options and levels of complexity to choose from. However, no matter how large or small your budget, here are the top five things you absolutely need to get right when you undertake a website redesign.
1. Engaging Home Page. If customers are not immediately intrigued by your home page, chances are they will immediately navigate away from your site without a second thought. Using color strategically, incorporating exciting photography and visible callouts and presenting a clear picture of what your company actually does are key elements of an engaging home page.
2. Clear Call to Action. What is the main goal of your website – to sell product, build a long-term prospect database, provide a clear picture of your brand, show customers which stores carry your product? Whatever the goal, your website should display prominent communication on every page that allows customers to accomplish that one goal.
3. Properly Packaged News Coverage/Media Information. First, this means providing media coverage (intended for review by consumers) and media resources/contacts (intended for use by media) in separate sections of your site. Consumers want to see what media say about your product; media want to know how they can reach your corporate experts (see our recent post on media rooms for details on creating one).
To ensure an attractive media coverage section, provide visual elements (mastheads, cover pages and media logos) so big hits are easy to recognize. Pair each visual with an excerpt from the news story and link the visual component to the full story (hosted online or in PDF format) that opens in a new navigation window.
4. Intuitive Navigation. If you have a clear call to action in place, this is simple. Visitors to your website should be able to accomplish key tasks within 1-2 clicks of anywhere on your site. While viewing the news coverage section, customers should see a clear link to buy your product or find a store that sells it. From the products page, customers should be able to easily locate customer service contact information, shipping and return policies. Think like a shopper when building your new site.
5. Collecting Customer Contact Information. Visitors to your website are already engaged and interested in learning more about your company, products or services. Make it easy for them to stay connected with a clearly visible email sign up forms, a link for creating an account, or links to social media pages (Facebook, Twitter and company blogs).
Need help developing your new website? Contact me at Kayleigh (at) sweeneypr (dot) com.
Google Analytics New Keyword Category: (not provided)
If you frequently, or even occasionally, use Google Analytics to monitor, assess and analyze your website traffic, you have likely noticed a new phrase in the key words section recently. (If you are not currently using Google Analytics to better understand your website traffic, you absolutely should be. It is a free tool, takes 10 minutes to install on your website, and provides a wealth of valuable information.)
The new term: (not provided)
Where you will see it: In the keywords section, likely representing at least 10 percent of search traffic.
What it means: The keyword section in Google Analytics provides insight regarding which keywords consumers are searching that lead them to your website. The appearance of the term (not provided) represents a certain percentage of keyword searches that Google is no longer providing data for.
Why: In October 2011, Google announced the decision to encrypt keyword searches by logged in Google users to make them private. Essentially, any visitor that reaches your site through a keyword search while logged into Google will be categorized under the new (not provided) category. Google originally predicted this would only impact 10 percent or less of searches. However, several months into the program, many website owners are reporting double-digit percentages.
The Exception: Whether a user is logged into Google or not, Google Analytics WILL deliver information on keyword searches leading to your website on one condition: if the user reaches your website by way of paid search. So if a consumer searches for a key word and accesses your site via a paid Google ad, you WILL still be able to assess key words driving paid traffic.
So You Want to Befriend a Reporter?
As a general rule, gaining media coverage is not about who you know, but knowing how to work with media to gain your fair share of quality coverage. Media won’t cover a “friend’s” news as a favor.
That being said, understanding how to cultivate relationships with appropriate editors, reporters and even editorial assistants is critical for ensuring your pitch/news release is considered first, and for ensuring media know where to turn for an expert when breaking news occurs.
Here are 7 ways to get in media’s good graces and improve your chances of scoring excellent media coverage.
1. Take an interest in their work. If you have your goals set on achieving coverage in a particular publication and/or with a particular reporter, you need to be familiar with both the outlet’s and reporter’s style and interests. Read, read, read what they have written and reference it when appropriate in your conversations.
2. Call to see how things are going. Take care not to do this at times when media are on deadline or too frequently – that can be annoying. However, occasionally call key media to ask what types of articles/stories they have in the pipeline and determine if there is a way you can help contribute.
3. Introduce them to your other friends. Is this outlet/reporter working on a story out of your realm of expertise? If you have an industry contact who can act as a resource, connect the reporter with a new contact. Media will remember you next time they are working on deadline and need content or a comment for a story.
4. Educate. Tell media what they don’t already know about the industry, and be the one to tell them first.
5. Be a team player Like any good relationship, it should be mutually beneficial. Talk with media rather then pitching at them all the time; they will come to respect you as a valuable source. Learn how you can make a reporter’s job easier, and chances are he/she will turn to you again.
6. Respect the schedule. When you do engage media in a conversation, take the time to ask about and record their contact preferences. When are they on deadline? When is it appropriate to call a cell number? When are they most open to receiving communication? Bottom line, you won’t be a bother in the future if you get to know media’s schedule right away.
7. Don’t Give Up. Didn’t get coverage from your first, second or even third pitch? Do not give up. Often, media file story ideas for later use; it is up to you to remind them you can act as a resource on certain topics. When appropriate, share bios and descriptions of expertise for multiple resources within your company.
5 More Creative Ways to Use QR Codes
Earlier this year we explored what makes QR codes effective, how to use them in your marketing campaigns and how to avoid some of the most common mistakes associated with QR codes. And since the research predicts half of Americans will have smart phones by this Sunday, we wanted to share five more creative ways you can use QR codes to help achieve your 2012 marketing goals.
1. Support the launch of a mobile phone app. Consumers who already have a QR code reader app are already engaged in mobile marketing and are likely willing to try new mobile apps. Integrate QR codes into both your digital (users can scan QR codes from an email or website) and print efforts that allow users to download your app directly, rather than searching for it in the app marketplace.
2. Lead a guerilla marketing campaign. All you need is a little creativity. Ask street teams to wear QR codes on T-Shirts, lead a QR code scavenger hunt with each code sharing a new promotion or consider strategically placing QR codes in highly-trafficked public spaces to heighten mystery and anticipation surrounding a new product launch.
3. Engage customers at POS. Consider developing point of sale displays that incorporate QR codes. Use this as an opportunity to provide an in-store coupon or perhaps engage consumers with a video that makes the purchasing decision simpler. Also, do not forget to consider ways to add QR codes to your packaging. Hang tags on bottle necks, for example, are used to help products stand out on the shelf. Now that you have captured the consumer’s attention, place a QR code on the tag that allows the customer to learn more about your product and encourages a purchase.
4. Enhance the impact of a corporate sponsorship/charitable giving. Sponsoring a charitable event or launching product packaging that will benefit a cause? Add a QR code next to your corporate logo and use it to direct consumers to a landing page or microsite that details your commitment to the cause.
5. Drive a sampling campaign. Link a QR code to a sign up page where consumers can request a sample or trial of your product and get a coupon to purchase the full sized version.
Key Considerations When Developing a Mobile App
A Nielsen forecast revealed 1 in 2 Americans will have a smartphone by Christmas of 2011 – a dramatic increase from the mere 1 in 10 Americans with smartphones in the summer of 2008. And with more consumers using smartphones daily, more people will be using mobile apps. But before running off and creating a mobile app, consider the following.
1. What platform(s) will my app operate on? While it is ideal to develop an app for all available platforms, including Android, iOS, iPhone and iPad, budget limitations may only allow for development on one platform. If you need to choose just one, we recommend starting with iOS. iPhone and iPad both run on iOS – so the app will work on both. Additionally, the app can be converted at a later time to run on Android if desired.
2. Is my app content intended to be self-contained, or do I want app users to share content from my app via social media? Determine whether you intend to incorporate sharing functions in order to properly plan and budget for app development.
3. How often will I need to update/revise my app’s content? If your app requires regular updates, you will need to assign this responsibility and establish a streamlined process to ensure your app is effective and current – without requiring too many resources to diminish its marketing value. Depending on the type of content and functionality, you may be able to program existing software to directly feed updated content to the app. However, someone may have to input updates manually.
4. What are the primary goals my app will achieve and what value will it add to users? Developing an app with a focused purpose will deliver better results and be much simpler to manage. Try to choose a maximum of 2-3 things you want your app to do really well rather than complicating usability with too any features.
5. Will my app be paid or free? If you choose to offer a free app, determine how you can structure it to drive revenue or even charitable donations, which can translate into positive community relations and brand awareness. If you can determine in advance that your app will have an associated cost, you can offset some development costs and potentially expand the budget to achieve a more complex app.
6.How will I drive users to download my app? The mantra, “If you build it, they will come”, does NOT apply to apps. Just as critical as having a strategic approach to app development is developing a strategic marketing plan to support the launch of your app. Consider how you can use email marketing, publicity, social media, direct mail, guerilla marketing and even advertising to drive app downloads.
ABOUT THE AUTHOR
Jim, Jennifer & Kayleigh
jim@sweeneypr.com
jennifer@sweeneypr.com
kayleigh@sweeneypr.com
The growth and expansion of new media is occurring at breakneck speed. It seems that every day brings with it new changes, opportunities and challenges, and major questions as we grapple with ways to incorporate the new with the established.
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