The New Online Priorities:
Digital Trends You Can Use
Jessica Bybee-Dziedzic
Director of Partnerships, Saffire

PRINT-AT-HOME TICKETS

ADVANCE TICKETS

SCANNING PRE-SOLD TICKETS

OR SELL AT THE GATE

I’LL SEND THE SLIDES IF YOU LEAVE
YOUR BUSINESS CARD!

LET’S GET STARTED.

WEBSITE
Why is your
so important?

YOUR ONLINE PRESENCE AFFECTS
EVERY PART
OF YOUR MARKETING STRATEGY

YOUR BRAND
YOUR LAND?

FORBES’ NON-NEGOTIABLE
STANDARDS FOR WEB DESIGN

WEBSITE
Mobile
Ready
SEO Savvy
Customized
Content
Email
Marketing
Social
Media
Security
(& ADA)
Source: www.forbes.com

MOBILE READY
Your brand in the palm of their hand.

More Than
1/2
Of all consumers
use mobile
FIRST

71%
71%
Of total digital minutes in the U.S.
come from mobile devices

Average time browsing
on a smartphone
per month
87hours
Average time browsing on a desktop
34hours
per month

“I-want-to-know, I-want-to-
go, I-want-to-do and I-want-
to-buy moments.”
MICRO-MOMENTS ARE SIGNIFICANT
Think with Google calls these the:

MICRO-MOMENTS ARE SIGNIFICANT
Micro-moments are the moments throughout the day, when a consumer
instinctively reaches for their smartphone to find something.
Source: www.biznessapps.com

MY MICRO-MOMENTS

Source: www.biznessapps.com

SPEED MATTERS
Source: www.biznessapps.com

84%
Smartphone & tablet users
Turn to their devices while
watching TV

29%
Searching for information
Related to what they are
watching

HAVE A MOBILE PLAN
• Consider your other advertising efforts (TV, Radio, Outdoor, Print)
• Anticipate your customer’s needs for more information
• Provide relevant and useful content on your mobile site & social media

RESPONSIVE & MOBILE FIRST DESIGN

SEO SAVVY
The power of optimizing your site for search engines & humans.

93% of online experiences begin with a search engine

FOR THE SEARCH ENGINES
• Search engines LOVE fresh content
• On-page optimization:
• Title tags, meta descriptions, alt text,
keywords, content, etc.
• XML Sitemap
• Recap: Mobile Ready!

FOR THE HUMANS
• Humans also LOVE fresh content
• Builds trust
• Builds domain authority
• Update regularly
• Create original content

GOOGLE ANALYTICS/IN-PAGE
GO TO: BEHAVIOR>IN-PAGE ANALYTICS>SHOW COLOR

KNOW A PAGE’S VALUE
BEFORE REMOVING IT

CUSTOMIZED CONTENT
Speak to the right audience, at the right time.

MANAGING YOUR OWN CONTENT
VS.
WAITING ON YOUR DEVELOPER

TAILOR CONTENT TO SPECIFIC AUDIENCES
• Consider your traditional marketing techniques and the coordinated
calls to action for each, and then ask yourself what will be the most
valuable information for the audience receiving this message.

thepalmbeaches.com/astros
Imagine the possibilities of a landing page devoted to Astros fans
• Dates and stadium information
• Top hotels closest to their location
• Restaurants and bars with a sports focus
• Other nearby baseball attractions

EMAIL MARKETING
Yes, it’s still a thing.

HOW MANY OF YOU
EMAIL
YOUR CUSTOMERS?

PLEASE DON’T FORGET EMAIL!

SEGMENTED LISTS

BUILDING YOUR EMAIL LIST
Source: www.marketingprofs.com

TAKEOVER WITH OFFER

EVERY PAGE OF SITE

EMAIL SIGNUP ON FACEBOOK

REMEMBER THE PYRAMID
one big
story
smaller
features
smaller
features
smaller
features

98% OPENS
Text blasts get
Compared to 22% for emails.
…In the first 3 minutes!

TEXTING IDEAS
• Texting signups will be your Crème de la crème
• New concert announcements
• Tickets available
• Appeal to “insiders” – Announce to them first!
• Limit the frequency

WHY TEXT WORKS
OFFER MOBILE
BOGO tickets,
CLICK HERE!
www.bit.ly/834
County Fair

TEXT MESSAGING

SOCIAL MEDIA
Creating, building and guiding conversations with your audience.

FACEBOOK

Most Popular Social
Network Sites as of
October 2019
(in millions)
Of the top 6, Facebook owns 4
Source: http://www.statista.com

2.4 Billion
Over
monthly active Facebook users
Q3 2019
Source: http://zephoria.com

1.6 Billion
Over
daily active Facebook users
Q3 2019
Source: http://zephoria.com

5
New profiles
created every second
Source: http://zephoria.com

ZUCKERBERG SAYS…

ZUCKERBERG SAYS…

MARKETING EXPERTS SPECULATIONS
• Continue posting engaging, quality content that prompts comments
• According to Zuckerberg, “meaningful interaction” means comments, comments, and
more comments.
• Create quality content focused on sparking conversation
• Don’t fall into the “engagement-bait” trap
• Asking people to comment is not as meaningful
Source: http://blog.hootsuite.com

MARKETING EXPERTS SPECULATIONS
• Encourage customers to follow your Facebook Page

MARKETING EXPERTS SPECULATIONS
• Encourage customers to follow your Facebook Page
• Don’t be shy about asking customers to follow your page on Facebook
• Remind loyal followers about the “See First” option
Source: http://blog.hootsuite.com

MARKETING EXPERTS SPECULATIONS
• Increase your ad budget
• Don’t just “Boost” your posts, target the right audiences to ensure their
advertising dollars go further.
• More on that in a minute…
Source: http://blog.hootsuite.com

MARKETING EXPERTS SPECULATIONS
• Make more Facebook Live videos!
• Zuckerberg wrote that “live videos often lead to discussion among viewers
on Facebook—in fact, live videos on average get six times as many
interactions as regular videos.”
Source: http://blog.hootsuite.com

MARKETING EXPERTS SPECULATIONS
• Invest time in Facebook Groups
• Already operating on the basis of audience engagement
Source: http://blog.hootsuite.com

CREATE FACEBOOK EVENTS

Facebook Events

WHY FACEBOOK EVENTS
https://events.fb.com/#create-a-great-event

60%
More Than
Discover events via their
news feed

OPTIMIZE FOR DISTRIBUTION
• Choose an event photo - 1920 x 1080 pixels (16:9 ratio) or larger with little or no text
• Use a clear and short event name
• Add a location - Use a location that corresponds to a Facebook Page or a Facebook-suggested location so
people nearby can discover and learn about your event through suggestions.
• Set a specific date & time
https://events.fb.com/#create-a-great-event

REACH THE RIGHT AUDIENCE
• Include a ticket link!
• Add a co-host to help spread the word
• Add keywords
• Provide a helpful description - Include important information like
the line-up, schedule or age requirements. Use hashtags and @mentions so
people can learn more about the artists or performers on Facebook.
https://events.fb.com/#create-a-great-event

Facebook Advertising

ADVERTISING ADVANTAGES
• Greater reach
• Greater targeting
• Protection against wasting money
• It won’t run if people don’t click

CHOOSE YOUR AUDIENCE

LOOKALIKE AUDIENCES
Take it a step further
• People who LOOK LIKE email list or website visitors
• People who LOOK LIKE your Facebook fans

INTEREST TARGETING
181 MILLION →117 MILLION

PEOPLE TRAVELING TO LOCATIONNarrow your audience to people TRAVELING in a location!

SAVE AUDIENCES

Instagram Advertising

Instagram Quick Adoption
• $1.85 billion in Ad Revenue from Instagram in 2016
• Between $8 and $9 billion in 2018
• Projected to have doubled in 2019
• Should account for 20-25% of Facebook’s total ad
revenue in 2019
• Uses Facebook ad targeting- all benefits repeat

Facebook Messenger

FACEBOOK MESSENGER

1
2

SECURITY (& ADA)
Never compromise on site security.

ADA CONSIDERATIONS
PLATFORM
UPDATES
CONTENT
REVISIONS
DESIGN
CHANGES

PLATFORM UPDATES
• Navigation should be screen reader friendly but can be skipped if the user doesn’t want it to be read
out loud
• Websites should be able to be navigated using the keyboard
• Widgets such as Partner bars that utilize animations should have the ability to pause
• Site should use semantic HTML 5 so screen readers can understand the context of the content
• Site should use aria labels to describe the purpose of elements on the screen
• Site should allow the user to resize text via browser controls
• There should be multiple ways to find all pages on the site

CONTENT REVISIONS
• Alt tags & captions should be added to photos & video
• Many programs have automatic captioning services for videos
• Can transcribe with Google Docs
• YouTube has some tools for this as well
• Do an audit of your site for:
• Photos with unapproved color contrast
• Photos with a bunch of text on them
• Symbols without Alt Text (arrows, buttons that are non-descriptive like “buy”)

DESIGN CHANGES
• A big offender of non-compliance may be your design scheme
• If your current color scheme of your site is non-compliant, or it uses fonts/graphics that are not
compliant, you may need to undergo a redesign for your site to be ADA-friendly
• As with any redesign, this typically has a budget, but it can vary based on the need

Thank you.
jesscia@saffire.com
More Online Marketing Tips
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