Archive for the ‘Web Strategy’ Category

Creating a Web Site Performance Scorecard

Thursday, August 26th, 2010

Aside from having a Web site that is functional and attractive, savvy marketers are also interested in measuring Web site performance relative to business objectives. This instrument is designed to help marketers identify, specify and measure Web site performance.

This framework should be particularly useful to professional services firms that wish to identify areas of site performance that are less tangible than those of Web sites that focus on ecommerce transactions, for example. Some examples are provided to help you get started. It may take you some time to get started with this tool; the process of establishing Web site goals and identifying correlating Web site outcomes can be an exercise in and of itself.

Web Site Performance Scorecard

Posted in Business Strategy, Fundamentals, Internet Marketing, Professional Services Marketing, Tools and Downloads, Web Site Metrics, Web Strategy | 1 Comment »

Developing a Content Calendar for your Web Site

Friday, August 20th, 2010

If you really are interested in mastering the challenge of creating effective Web site content, one simple way to start is to develop a Web site content calendar or messaging schedule. Magazines and newspapers have used editorial calendars for years to notify writers and advertisers what types of content would appear throughout a certain editorial cycle (i.e. a year). Media relations and advertising personnel are then able to know when to approach a particular publication with an idea or ad.

Web site marketers can borrow the same concept and use it to organize content across their organizations. A Web site content calendar can be organized in whatever fashion you wish. It can also evolve throughout the year as new ideas and topics emerge. It is important to craft it in such a way that everyone on the team has a general idea of topics, roles, and schedules. It is certainly advisable, especially at the outset, to keep it as simple as possible. The table below is a simple representation of how an accounting and audit firm might approach content creation in a given fiscal year:

Sample Web Site Content Calendar for XYZ Accounting Firm

While the format can be much simpler or complex, this one should give you a place to start. The key components are as follows:

Roles & Responsibilities – This allows you to establish a formal breakdown of which members of the organization will create, coordinate, and/or authorize content. Documenting this structure will help to establish a division of labor as well as clear understanding of accountability.
Editorial Style – Establishing your target audience and editorial tone will help to create a common understanding of writing style and readership. Without this, your content may stray in terms of focus or language. Whether you want your Web content to be humorous, professional, or casual, it’s important to be consistent.
General Topic – Establishes a general direction for that period’s content. Naturally, this should be coordinated with the seasonal concerns of your target audience.
Article & Writer – Shows the planned article titles and authors.

You can explore a wealth of other attributes to add to this calendar. Simply having one, though, can be a great first step toward injecting your company’s expertise into your Web site. A calendar like this can be created very efficiently amongst team members. Like many other company challenges, involving the participants in the planning process may help to attain overall project consensus.

Posted in Fundamentals, Internet Marketing, Professional Services Marketing, SEO, Uncategorized, Web Site Content, Web Strategy | 2 Comments »

Content is King, but You Must Master It.

Wednesday, August 18th, 2010

A Web site’s content is critical to its success. It is so important, actually, that the saying ‘content is king’ has become a cliche. Whether your Web site sells machine parts or legal services, it is the content–not necessarily the design or layout–that drives much of its value in the eye of your users.

Content plays many important roles within a Web site. It informs users about your organization (who you are and what you do), keeps them updated on key happenings (i.e. we just launched a new service or opened a new office), and helps them interpret the world around them through your eyes (i.e. how trends and best practices in your industry will impact them). Content also helps to promote your expertise, an important element of your company’s differentiation. And the more you change and develop site content, the more attractive it is to users, search engines, and the online community at large.

With all of these positives attributes, many Web site owners pay little attention to this area. While most get very excited about photography, design ideas, and navigation, many actually bristle at the idea of generating original content. People fumble the idea of who in the organization will generate content, how often, and when. This critical task is seen as a chore and pushed to the side, often to the detriment of the site. In the end, the content becomes both king and master.

It does not have to be this way. Content–and the process by which it is created–can be a very constructive, engaging experience in which many benefits arise. Here are a few of the positive benefits of creating content:

helps to crystallize and develop the thinking of the organization
helps to highlight interesting and insightful thoughts across the enterprise
actually encourages those in the organization to do interesting or noteworthy things to be the subject of content
finished content pieces help the organization to learn and share specific ideas with prospects or clients
encourages collaboration and idea development among team members who might be working together on a piece of content

Understanding the many hidden benefits of content creation–other than the notion that it will improve the Web site–can be critical in terms of developing a better institutional “attitude” about the task. If it is seen as an opportunity (rather than a chore), the idea of mastering content becomes very achievable.

Once the attitude about content changes, some stumble when it comes to what should be the subject of content pieces. “What should I write about?” they ask themselves. Naturally, this will vary by industry and your field, but here are some good places to start:

New technology developments in your industry
Legislative or ethical changes concerning your work or that of your customers
Research or technical discoveries in your field
Highlighted case studies showing best practices at work
Company news that is interesting / informative to your buyers
Answers to frequently asked questions
Thought pieces that address common mistakes you see customers making
Highlights of major pitfalls for customers
Checklists, forms, and document downloads that your customers can use
Highlights of recent speeches or remarks where your employees have appeared

As a general rule, remember to be as objective and instructive as possible when you are writing. While it may be natural to write about products or services you sell, your content will be more credible if you do not overtly advertise your offerings in the midst of an educational or informative topic. Also, when possible, use relevant photography or informative diagrams/figures to complement your writing. Your readers will enjoy them.

The most common stumbling block to creating Web site content, though, is not knowing what to write about. The area where most get hung up is in the area of creating time to do so and managing the division of labor. It will typically fall on one person to be responsible for the content and that can end in a lack of content altogether. To make the content endeavor effective and consistent, here is a handful of tips to consider:

Create a forward-looking messaging calendar to lay out general topics and content ideas for the next 6-12 months. This can be developed and amended over time.
Divide content creation among multiple people in the organization; if multiple people share the responsibility, no one should be overwhelmed.
Appoint one person to manage the schedule and/or to edit and publish content once it is submitted by others.
Share content “victories” with the team when they happen (i.e. “I just had a client tell me that she found a recent content piece helpful in her work”)
Start small. Biting off more than you can chew can leave an organization feeling unsuccessful about content creation.

Content creation is a big deal when it comes to the success of your Web site, a thought that most agree on. What is less obvious is how to be successful at it. With a little planning, organization and an adjusted attitude on the matter, there is no reason that any organization can not master this important area.

Posted in Fundamentals, Internet Marketing, Professional Services Marketing, SEO, Web Site Content, Web Strategy | 2 Comments »

What You Should Expect from Your Web Site

Tuesday, August 3rd, 2010

If your Web site is e-commerce driven and you would like to sell more, it can be quite easy to set goals and expectations for your Web site: you simply want to move more units of whatever you are selling. Consumers are growing increasingly comfortable with the idea of buying commodity products online. As such, marketers can reasonably expect that their product (assuming it is a desirable one) will sell online.

That expectation is not a stretch for those Web sites that sell “widgets”–commodity products like books, air conditioner filters, and office supplies. And the performance of those sites can be measured fairly easily by tracking volume and growth of both units sold and/or revenue. But the idea of expectations and measurement become more difficult when the product or service is more complex and/or when customers are less comfortable buying it online.

Many companies have a more complex offering that those that simply require a user to enter a credit card number and click ‘order.’ These include professional services firms like architecture and accounting firms, risk management consultants, executive recruiters, and law firms. Most Web surfers wouldn’t commission an architecture project on a Web site any more than they would hire an attorney out of a catalog. These buying decisions and processes are far more complex than buying a bestseller online–they require multiple meetings, personal trust, thorough research, and a lengthy estimating process.

While these transactions can’t be expected to occur online, there are many other ways that the Web site should be able to help. Just because someone will not buy your product online does not mean that a marketer should have no expectations at all. So while a professional services marketer may dismiss Internet marketing because money does not show up online, there are many valuable expectations that s/he might have. In these cases, marketers should expect that the Web site would:

Generate new leads online by allowing clients to fill out online contact forms to start the selling process.
Help prospects qualify your firm by presenting the size, stature, and heritage of the firm.
Familiarize prospects with a firm’s key personnel by profiling the firm’s leadership, qualifications, and community involvement.
Present firm’s capabilities by thoroughly describing products and services.
Portray accurate picture of the firm’s experience and by listing prominent clients and longevity.
Stimulate a buyer’s thinking buy describing the firm’s representative engagements from the past.
Drive referrals with simple tools which allow and encourage current customers to refer the firm to others.
Position firm as an expert by offering valuable, unbiased business content to your audience written in language that minimizes jargon.
Capture tomorrow’s buyer’s today by inviting them to subscribe to your email newsletter or to join your social networks.
Serves as a sales tool for a firm’s personnel to reference in both in-person meetings, conference calls, and email exchanges.
Facilitates viral referrals through your company’s Twitter or Facebook Fan Page.

There are certainly many more things that you might expect your site to produce for your firm. While this is merely a general list, your particular industry may present many additional opportunities. Spending a few minutes with your business development team may yield further ideas and even more expectations. Please also keep in mind that while this list focuses mostly on business development, there are many other areas (i.e. recruiting) of operation where you might develop tangible expectations.

Posted in Fundamentals, Internet Marketing, MWC, Professional Services Marketing, Web Strategy | No Comments »

(Really) Defining Your Audience

Friday, July 2nd, 2010

One of the first (and most obvious) questions to talk about within Web project teams surrounds the nature of the target market. Who is your audience? You will find this question at the top of most questionnaires and planning briefs used by agencies because it’s extremely important. If you don’t know the preferences of your target market, how will you ever serve them with a Web site?

As important as this question is, in many cases it is addressed only casually. In planning discussions, the question tends to be glossed over and the answer only given broadly to get to the next. Typical answers include things like “mostly male and some female,” “younger people,” or “anyone over 18.” There are exceptions, certainly, but many project managers don’t truly put in the time to really uncover the nature of the very audience that they serve. Generally characterizing your audience in 30 seconds isn’t really defining your audience.

It takes time, it takes resources, and it’s not the most exciting thing to do (most project managers are anxious to see some new design ideas). But investing in really defining the audience will not only enhance the effectiveness of the end product, it will really support the production process itself in a variety of facets.

So let’s take a look at how an audience should really be defined. For starters, there is no universal formula for defining a Web site audience. Consider that the best talk show interviewers are known not for simply running through a list of pre-written questions with a guest, but instead letting the nature of the guest’s responses dictate the flow of subsequent questions. A successful interview is a thoughtful, probing exchange–not a lock-step process. Exploring the nature of your Web site’s audience should be no different: deep, exploritative, and intuitive.

You have to start somewhere, of course, so here are a few high-level discussion questions for a project team:

What is the age, sex, cultural affiliation, and socio-economic status of our potential users?
Will the majority of your users be using a high speed connection?
What time of day are our users most likely to use our site?
Might our users be conducting other activities (i.e. watching TV, between work assignments, etc.) before, during, or after using our Web site?
If a user had to answer candidly, what is it that they really and truly want out of our Web presence?
How often might a user interact with our site in a given day, week, or year?
What process will our site play in this person’s decision to become or stay a customer?
What other sites might our visitors use in addition to ours in formulating an opinion, taking a next step, or conducting a transaction?

Once you’ve run through a handful of high-level questions, the next step is to generate some more probing questions based upon the responses you come up with. If you reason that your site will likely be used in short bursts during business hours, the group might formulate a question regarding the most critical 3 or 4 pieces of information that you should communicate. Likewise, if you determine that your visitors really want to know what your current rate structure is without having to pick up the phone or want to see a picture of your office’s interior, then let that dictate your thinking. Although these items may seem insignificant when first discussed, they cut to the core of what your site ought to be.

For many sites, an in-depth discussion will be enough. Many organizations know the needs and wants of their customers quite well. In other cases, you might consider surveying your users using a simple Web form or even a telephone survey. Questions can be subjective, objective, or both.

In the end, you should set an internal goal of really defining your audience and its needs. You may even elect to develop a one page user profile that really reflects the nature of your typical user and his/her needs. Have fun with it.

Posted in Fundamentals, Internet Marketing, Professional Services Marketing, Uncategorized, Web Strategy | No Comments »

Defining the “Good” in a Good Web Site

Tuesday, June 15th, 2010

How do you define a good Web site? You may know it when you see it. You may even have a few Web sites in your mind–sites that you visit or use often–that you would hold up as examples of “good.”

If you ask most people–especially marketers–about good Web sites, they’ll usually tell you about sites they consider to be good. They may, from a different angle, be prepared to talk through the different virtues of Web sites that they tend to like based upon its strategic model. Fashionistas might love GILT because of its unique approach to selling luxury goods at big-box discounts. Sports fans might point to ESPN.com as a “good” Web site because it always has up-to-the-minute content. Movie lovers might hold up Rotten Tomatoes as a good Web site because of its inventive approach to aggregating movie reviews.

There are other examples of what defines good which can be more abstract–judging or grading a Web site based upon its aesthetic appeal. For example, some use terms like “clean,” “professional,” or “interactive” to explain why they like a particular site.

Defining a Web site in these terms can be somewhat dangerous because they are subjective in nature. And as a marketer starts imposing these personal preferences upon a Web site project, s/he runs the risk of missing the mark. What is “clean” to one person might be “cluttered” to another. And who is to say that a Web site that someone likes because it is “clean” should be modeled in another Web site project where perhaps that approach is not optimal.

Whatever the case, everyone has a different view of what is good. And the good is usually based upon personal preference. People confuse what is “good” with what they “like.” And that can be dangerous. Why? Because one person’s personal Web site preference might not be appropriate or suitable for other target markets.

The Craigslist Web site is a very successful site, but not one that most people point to as an example of good design.

One interesting example is Craigslist. It is widely known as a very successful, heavily used, and widely-regarded Web site. But its design is not one that most marketers would embrace. Wired Magazine even published a recent feature where it suggested that the site needed an “extreme makeover.” So does that mean that the site is not “good” because it doesn’t have the design most of us would choose for ourselves? Certainly not.

So let’s define the word ‘good’ as it relates to Web sites. And to do so, let’s abandon aesthetics and functionality because they are fairly subjective. We can’t all agree on these areas and they are difficult to both articulate and measure. To define “good” in a good Web site, the following definition is appropriate:

A good Web site is one which accomplishes the purposes for which it was intended.

Embracing this definition forces a marketer’s hand. It challenges the marketer to define a Web site’s purposes first–design and functional considerations should come only later.

Along the way, specificity and measurability play key roles. It is a best practice to identify specific outcomes that you would like to see (i.e. we would like to increase subscriptions to our email newsletter) and to measure activity and progress. Without this type of approach, one can’t really verify whether a purpose is being accomplished.

So as you think about your current Web site or if you are contemplating a new Web site project, experiment with this definition of good. It will likely challenge your thinking and help to clarify what is really important. In the end, a Web site that simply looks exactly what you’d like it to may not be very good at all.

Posted in Professional Services Marketing, Web Strategy | 1 Comment »

Three Steps Toward a Mobile Web Site

Monday, May 10th, 2010

In our recent post, Going Mobile: What it Means for Your Web Site, we discussed the reasons for needing a mobile Web site. If you’re thinking about mobilizing your Web site, you may wonder what goes into making its content readily available on mobile devices. In all likelihood, the user experience that someone has sitting in front of a flatscreen monitor will differ greatly from that of a BlackBerry or iPhone user. The following are three simple steps involved in serving your mobile audience.

1. Understand the needs of your mobile visitors

Mobile browsers have fewer capabilities than desktop computer browsers. As such, it’s a good idea to create a slimmer version of your site specifically for the less-capable browser (see example below). Before you build this mobile version, be sure to identify specific objectives for your mobile users and how they differ from users sitting at their computers. This will most often involve making telephone numbers, driving directions, and hours of operation more readily available. In turn, your mobile Web site probably does not need to include the more content-heavy portions of your site. Naturally, this will vary by industry; mobile users looking for restaurants and hotels, for example, will require very different information than those who focus on business-to-business interaction.

2. Design a mobile-ready layout for mobile browsers

Once you have decided on how to best serve your mobile audience, it’s time to contemplate a layout. You’ll want to be sure to keep the use of images to a minimum. To eliminate the need for images, you can also take advantage of some of the newer features in CSS3 and HTML5, available on most smart phones. Be sure that links and buttons are big enough to be touched; users with touch screen devices need larger and well-spaced buttons to avoid touching the wrong button. Touch target sizes will vary depending upon the platform(s) you are targeting. Other than those considerations, the process of creating mobile Web pages is very similar to “standard” Web pages.

Two versions of the Orlando Sentinel Web site captured at the same moment in time.

3. Configure a special script to direct browsers to the appropriate location

Once the design is finalized and loaded on a server, the final step is to install and configure a script to properly direct user traffic. This piece of code simply detects a user’s browser type (determining whether they are sitting at a computer or using a Blackberry) and re-directs them to the right page.

After the site has launched you will want to make sure you continue to listen to any feedback so you can keep improving and meeting your users mobile needs.

Posted in Consumer Behavior, Internet Marketing, Mobile Web Design, Orlando Web Marketing, Orlando web design, Technology, Uncategorized, Web Strategy | No Comments »

Googled: The End of the World as We Know It

Tuesday, March 9th, 2010

It’s not uncommon to hear Google’s company name discussed in the vein of superlatives. Google’s products have become so ingrained in our society and culture that the company is often referred to as “the most revolutionary in the history of commerce” or “taking over the world.” In his new book entitled Googled: The End of The World as We Know It, author Ken Auletta explains how Google arrived at this place.

Auletta, author of several “insider” business titles, was given unprecedented access to Google’s highly private and reclusive founders and top-tier executives. While the book is a compelling look at the founding and evolution of Google itself, much of what is in the book is already widely known. Nonetheless, Auletta does a nice job of synthesizing a story that has rapidly evolved over a number of years.

Since Google is so important to those looking to thrive online, greater understanding of the company can’t hurt. The following are a few interesting points, take-aways, and thoughts for those intrigued by one of the most revolutionary companies in the world:

Google’s motto is: Don’t be evil. It may sound trite or overly-simple, but the author shows that this distinguishable concept genuinely guides the decision-making at the company in an umbrella fashion.
In 2003 Mel Karmazin, former CEO of Viacom and current CEO of Sirius Satellite Radio, initially chided the Google founders for “messing with the magic”–the magic being the vague veil behind more traditional media where advertisers paid for exposure without much detailed reporting on impressions, responses, and ROI. Google’s pay-per-click model has essentially destroyed that way of thinking and the “old” advertising business model.
Google founders Sergey Brin and Larry Page initially created and used “the airplane test” as a litmus test for hiring. This simple test challenged the team to think about whether or not they would want to sit next to a potential hire on an airplane for several hours. If you would, chances are that this would be a good hire.
Google’s guiding principle for its search engine and tools is to “do right by users.”
Google was the first to use a derivative of the Vickrey auction style to sell advertising space.
The sharp rise in Google’s stock has provoked the following question: Is Google’s culture great because its stock is doing well or is the stock doing well because the culture is great?
Google has fallen under strong criticism from a number of privacy advocates because of the amount of personal data that it collects and stores. The company’s founders respond that trust in the company is essential to its success and that all of its use of personal information allows them to create better user experiences. In turn, people with the right information will make better decisions for themselves–essential absorbing value.
Al Gore, a board member of Apple and senior advisor to Google, interestingly compared the Google founders with Steve Jobs in this way: “Steve [Jobs] has the great if painful experience of failing and coming back.” The wisdom that comes from failure has not yet punched Page and Brin.
Google’s ultimate vision is to become not just the leader in interactive advertising, but the leader in all advertising.

It could be argued that Auletta’s book could move a bit more rapidly. However, on the whole, his book delivers a thorough understanding of the company’s culture, evolution, and future direction. For those seeking to learn more about how Google grows and functions, this book does not disappoint.

Posted in Book Reviews, SEO, Technology, Web Strategy | No Comments »

Search Engines: A Framework for Understanding

Wednesday, February 17th, 2010

Do you struggle with getting your arms around how search engines work? You’re not alone. With this diagram and a few pointers, we’re hopeful that you might be in a better position to succeed with search marketing. Keep in mind that while this is a framework and a methodology for understanding, it is not intended to be exhaustive or definitive.

For starters, think of search engine marketing as an ongoing process, not a one-shot deal. You may wish to refer to our earlier post which casts search engine optimization as a journey–not a day trip. Note that the diagram below is a continual process, not a linear one.

Simple Search Engine Marketing Methodology

With the image of a cycle in your mind, let’s briefly describe the steps, starting at the top.

Keyword Analysis – Perform keyword research and analysis to be sure you’re targeting the right words.
Web Site Optimization – Make sure your pages encompass the words you’ve selected both within the pages and the site itself; this also includes the idea of following some structural guidelines so that your site is “well-received” by search engines.
Off-site Optimization – Perhaps the least understood step in the process, it’s perhaps the place where you can have the most impact on your results. This involves making a concerted effort to build links to your site from other sites of relevance. Google views these links as “votes” for your site and increases your rankings.
Campaign Implementation – This involves the active implementation of tactics designed to increase visits; for most, this involves link exchange activity and/or pay-per-click execution.
Performance Reporting & Analysis – Once you’re on your way, you need to periodically measure what is working and what is not. Once complete, go back to Step 1.

This simple diagram should help you gain a better understanding of how you can improve your search engine rankings and performance. Most marketers will look at this diagram through the lens of their own site and likely see one area (or more) that needs most immediate attention.

Posted in Internet Marketing, Orlando Web Marketing, Professional Services Marketing, SEO, Web Strategy | No Comments »

Social Media: A Waste of Your Organization’s Time?

Wednesday, February 17th, 2010

The rise of MySpace, Facebook, Twitter and others is not foreign to most. Unless you’ve been asleep for the past few years, you know that social networks exist and that people use them. Heavily. It hasn’t taken long for public relations professionals to put their arms around the medium (playing both offense and defense) and for marketers to see it as a “free” pipeline to new customers.

But not all managers and business owners have been so quick to embrace social networking. Research reports from around the Web reveal that many leaders have yet to jump in with both feet. And while surveys and data tell the story, it is in conversations with professionals that the story comes alive. In talking with business owners about using Twitter, some of the reflexive comments they convey include:

Twitter is for a younger audience, not me.
My daughter is on Facebook, not me.
Twitter is a place for celebrities to talk about their day.
I don’t care what someone had for breakfast.

You can’t blame people for reacting to social media opportunities this way. We typically hear about Twitter in the mass media when, for example, a professional athlete says something he shouldn’t or a celebrity couple breaks up because of it. It’s hard to get a serious person to take something seriously when it is associated with things that aren’t, well, serious. As a cumulative result, social media tools get dissed and dismissed.

But there is a real danger in this for corporations and leaders. While people are indeed talking about things that do not matter to you, they are also talking (every once in a while) about things that matter to them. And they’re talking to each other. Along the way, they are mentioning brands. They’re mentioning the nice barista at Starbucks, the on-time departure with Jet Blue, and the deal they just scored at the Volkswagen dealership. And while it might not be your brand today, it might be tomorrow. And that should matter to you.

Learning about social media doesn’t necessarily mean that you have to start broadcasting whether you like Cheerios or Wheaties in the morning. Lifecasting may not be for you. But it is a big deal to some.

In the end, there is a spectrum of social media users. At one end of the spectrum might be the life-casters: they use Twitter, Facebook, and others several times a day to communicate with friends, post pictures, and, yes, follow celebrities. On the other end of the spectrum are the real nay-sayers. Not only do they not participate in social networking, they may even poke fun at those who do. In the middle of the spectrum might be those that dabble from time-to-time. Maybe they update their status every once in a while, but mostly they lurk–simply monitoring their friends’ activities for fun or entertainment.

No matter where you fall on this spectrum, it’s our assertion that no place is the “right” place to be. You’re not necessarily missing the boat if you’re not a life-caster. In our view, the only danger is in not acknowledging the spectrum itself. Dismissing it altogether may result in lost opportunities for you and your organization.

Posted in Business Strategy, Consumer Behavior, Internet Marketing, Orlando Web Marketing, Web Strategy, social media | 1 Comment »