Lessons on Website Management - Tendenci Webinar Training Series 2012
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Are you responsible for managing your organization's website? If so, then this webinar is tailor-made for you! Most organizations don't have the budget to pay a team of IT and Digital marketing experts to help keep their website up-to date, share content strategically across social media channels, and develop engaging and relevant content that will reach your prospects, clients, donors, and members. Join Sarah in this webinar to learn how to: Easy Tips to Ensure a Great Experience for Your Site Visitors Create and Implement Content Marketing Strategies Develop Engaging Social Media Campaigns The Best Way to Reach Your Market Online Sarah will share how she has developed engaging content marketing strategies for the web to successfully increase visitors to your sites and social shares of your online content. Sarah will also tell you the tools she uses and her process for juggling the seemingly neverending list of "must do" tasks that fall on website managers to help you determine how to prioritize your activities for the greatest results.
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Lessons on Website Management - Tendenci Webinar Training Series 2012
- 1. WELCOME TO Lessons in Website Management Keep Your Website in Tip-Top Shape to Attract and Engage Your Audience! Sarah M Worthy | sworthy@tendenci.com |@sarahmworthy | @tendenci
- 2. Look for Tips here throughout the Here’s What We’ll Discuss Today webinar! Because you’ve got a website to manage... 1) Five Quick, 1-Minute Check-Ups for Your Website 2) Mapping Your Content Strategy 3) Discover Topics that Reel in Your Audience 4) Social Content Curation *Bonus* The Tools We Use to Help Manage our Website! Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 3. Look for Tips here throughout the Here’s What We’ll Discuss Today webinar! Because you’ve got a website to manage... Case Studies Pages Tendenci.com Portfolio Schipul.com Blog.Tendenci.com Staff Bios Blog.schipul.com Tendenci.org Photos Articles TheSEMBlog.com Blog Posts Press Releases Videos Contact Forms Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 4. Only 20% of visitors will scroll and read “below 1 Minute Homepage Tune-Up the fold” Because first impressions are important on the web, too! Questions to Ask: 1.What can I do on this site? 2.Why would I do it here? 3.How do I start? Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 5. The optimal number of links in your primary 1 Minute Navigation Tune-Up menu is between 5 and 7 Because Visitors Need You to Tell Them Where to Click... Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 6. Use Tags to create custom search views 1 Minute Taxonomy Tune-Up for your high-traffic topics. Because Content is Only Effective if it’s Findable... Consistent use of Categories and Tags helps your Visitors find what they are searching for faster! Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 7. Make sure forms take less than 2-clicks to 1 Minute Forms Tune-Up submit. Because you want visitors to fill out your surveys, polls, and contact forms... Only ask for the information you NEED... a newsletter subscribe form will require less information than an online donation form. Open Source CMS for Non-Profits
- 8. Remember to use the social share buttons 1 Minute Share-Able Tune-Up yourself, too! Because you need to make it easy for visitors to share your site’s content... Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 9. Develop Content that brings more traffic to Your Website Holds the Key your website. Because consumers research online content before they purchase... Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 10. Write about what’s relevant and interesting Mapping Your Content Strategy to your audience, not just about you Because you want to write what’s interesting to each visitor... Image from: http://www.contentmarketinginstitute.com/ Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 11. Make sure your entire team has access to Organize, Prioritize, Collaborate your editorial content for collaboration. Because you want to stay on track to meet your goals... Editorial Calendar Marketing Strategy Content Idea List Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 12. Tools to Manage Your Website During a free trial for a new tool, stick to only using that one app. Because you need an editorial calendar, a CMS, graphics editor and more... Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 13. Use Google’s Keyword Suggest Tool to learn Dig into Your Site’s Analytics the terms prospects use when searching. Because it contains the answers to who?, what?, and why? ... 1. Visit Trends 2. Engagement Trends 3. Top Traffic Sources 4. Top Keyword 5. Top Content Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 14. Use Schipul’s Keyword Density Analyzer to How is Your Content Doing? discover your top keywords. Because it contains the answers to who?, what?, and why? ... Keyword Density Analyzer Report schipul.com/sem-tools You should see your brand name, your top keyword phrase, & your geography Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 15. Delegate among your team and make sure Get the Entire Team Involved everyone has a clear Because 2 heads are better than 1 and a team of heads is best... picture of their tasks. Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 16. Tweets with less than 100 characters are 17% Understanding Content Curation more likely to be shared. Because you want others to find, share and recommend your company... Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 17. The Top 3 most shared topics are: Food, Animals, and Social Media and Your Website Kids Because social content brings you new friends and sales... Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 18. Add share buttons to your ‘Thank You Tools for Content Curation pages’, photos, and events. Because you’re trying to post on twitter, LinkedIn, Facebook, etc... Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 19. Use Videos, Images, Presentations, Photos, Content Isn’t Just Walls of Text and other visual aides tell your story Because an infographic says you know what you’re talking about... Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 20. Include a link to a page on your website that’s Visual Content Grows Revenue relevant specifically to Because images earn more shares, comments, and “likes”... each image. Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 21. Managing your website can wear you out, so Take Time to Reflect and Relax take breaks and remember to have fun! Because it’s hard to be creative when you’re stressed and tired... Open Source CMS @tendenci | www.tendenci.com | blog.tendenci.com for Non-Profits
- 22. Questions? Sarah M Worthy | sworthy@tendenci.com |@sarahmworthy | @tendenci
- 23. Thank You for Attending! Sarah M Worthy | sworthy@tendenci.com |@sarahmworthy | @tendenci
Notas do Editor
- This presentation has been prepared for a Tendenci Webinar held September 28th, 2012.\n\nFind a copy of the webinar recording and the presentation slides, plus additional resources on website management at http://tendenci.com/website-management and register for one of our upcoming webinars at http://tendenci.com/events \n\n
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- About Sarah and her role within Schipul’s communications/marketing team for managing content on the websites, email marketing, blog posts, etc. \n\n
- Logout of your site from your admin account and ask yourself these questions (thinking from a new visitor perspective) - if a visitor doesn’t know what to do on your site and they don’t know why (“what’s in it for me?”) - they will quickly leave and visit a competitor’s site. \n\n\n
- Take a look at your site's primary navigation links. \nThe left image is an example of a site navigation with unclear terms - it is difficult to tell that these are menu links, plus where does “strengthening” or “impacting” go to? These don’t clearly tell a visitor what to do. \nSame with Net2 navigation, the site lacks a clear call to action for donations/sponsorships. However, the menu is clean and simple and the homepage does contain the “Join Netsquared” call to action - both in the nav and above the fold on the homepage. \nIs the number of choices manageable or overwhelming? You don’t want to give your visitors too many menu options because people who are presented too many choices will usually decide to not act at all. \nQuickly read though the navigation labels. Do the words make clear what your visitors will find when they click to the next page? \nDo you have clear calls to action in your navigation for links to conversion pages? \nIs it clear that your navigation links to other content? \n\n
- Making your content easier to find via site search and for dynamically sorting and organizing content - \nuse tags, taxonomy, categories: this organizers your content by topic and makes finding related topics easier. \nThis helps because typically, a visitor has come to your site because they came across content that was interesting and provided an answer or solution that they were seeking. If you make it easy to find other content on your site related to that first page - your visitors will spend more time on your site reading additional pages and learning more about your organization and what you offer. \n\n
- Collect as minimal info as possible, short forms generally have a higher submission rate than longer forms\nUse forms to collect the right information - what do you really need to know from a visitor on that form to accomplish your objectives? \n\nhttp://blog.hubspot.com/blog/tabid/6307/bid/32079/How-Long-Should-Your-Landing-Page-Forms-Be.aspx - additional reference to optimizing landing pages and forms for lead generation\n\n
- Add a sharethis.com or addthis.com widget (or another one - I just like these 2 the best) to your blog or website \n\nThese are free - \n5 great places to put them: \n1) homepage\n2) event registration page\n3) blog posts/press releases, articles and news content \n4) Photo albums and videos \n5) donations/purchase “thank you” landing page ** \n\nIntegrate your social media feeds with your website homepage\n
- Study/Graph from TechTarget: http://www.techtarget.com/downloads/research/TTGTMediConsumptionReport_2011.pdf\nContent consumption during the buying process - consumers go to websites and marketing collateral (content) more than 50% of the time for all of the major steps in the process. \nYour website can have the same content that you see up there, in a digital format. Offer a .PDF download of a white paper and put the full text of the white paper on your website as a page or article. This gives you value from the aspect of content for search engines, plus it saves consumers a click if they aren’t interested in downloading the whitepaper, and would prefer to read it on your site’s page. \n** (side note to perhaps lead into the next section on identifying audience interests) How typical consumers go through the buying process to research a problem for a solution, and then select the right brand/product - this chart is specifically showing consumers who are making an IT product purchase decision, so each of you will want to research your target audience buying processes. \n* This study also states that when potential buyers view ads online - if they click through and the target page is Contextually-relevant {advertising} that will influence the buyer to do further research on the brand, however if it isn’t relevant - they will leave and go do their research on another site/brand.\n\n
- how do you know what’s interesting to your audience and what you need to write content for and have on your website?\nGet a template to help with your content mapping process: http://www.contentmarketinginstitute.com/wp-content/uploads/2011/04/BarbraGago_Persona_Mapping_Templates.pdf\n1) Identify who your target audience is \n2) what are the questions typically asked - tip* go to your sales / fundraising team and ask them what questions people ask most, have them write down FAQ’s and send to you\n3) what are the answers to the questions asked, how does your solution fit into the answer?\n4) prioritize the content \n5) find out what content you have that answers those, get that out to your audience\n6) identify holes, what questions haven’t you answered? \n7) create those answers \n\n\n\n\n
- share how we manage it - editorial spreadsheet with ideas, worksheet tabs, etc. \nuse templates and checklist examples\n\nwe use a google spreadsheet editorial calendar \n\n1) sales, client newsletters, industry news and google analytics tell us what people are interested in/buzzing about \n2) we track content (links, themes) in our google doc editorial calendar\n3) schedule for what we are going to create weekly and assign ownership to a team member to accomplish the task, assign deadlines \n\n\n\n
- some of Sarah’s favorite website content management and content editorial calendar/management tools\nimage editing/creation tools:\nhttp://www.techsmith.com/snagit.html - about $50 to purchase and I use it literally everyday at work\nhttp://www.aviary.com/ - photo editing tool, cool mobile functionality\n\n\nbit.ly\nhttp://ifttt.com\n\nemail marketing\ncampaignmonitor.com\nmailchimp.com\n\nanalytics tools - Google analytics\n\nCollaboration and Editorial tools:\nexcel/google docs\nhttps://contently.com\nDivvy HQ \n\nTendenci permissions plus tables/insert file attachments \n\n\n\n\n\n\n\n
- Your web analytics provide insights into your visitors’ interests and needs to help you come up with content ideas.\nThere’s a ton of data accessible to you about your audience within your google analytics\nVisitor Trends?\nTop Traffic Sources?\nWhere do they go while on the site?\nHow long do they stay?\nWhat content formats are most popular?\nDo these patterns tell you anything about where your customers are in their buying process, or what content is most effective at the different stages of their buying process?\n\nRELATED IDEA: Use Google’s keyword suggest tool to better understand how prospects describe their challenges\n\n
- Use the free Keyword Density Analyzer Report at http://schipul.com/sem-tools to see how you stack up against the keywords Google’s keyword tools recommends.\nIf your site is missing enough 2 and 3 word phrases on the list - you can use that to guide your content writing to add them.\n
- Partner with your sales team for ideas on content - ask them what clients/prospects are asking them about \n\nthink about relationships you might not normally - ie music purchases and purchases similar to yours on a site like Amazon, perhaps writing about your fave music/band and relating it to your purpose can get more engagement \n\nuse content from going out and doing interesting things, and writing about it, and get your members/fans to contribute (use hashtag wrap up from an event as a blog post to repurpose content etc)\n\nWe use and recommend Asana for creating collaborative lists that you can assign to other team members, keep track of content ideas and deadlines, and be flexible while keeping a list of priorities \n\n
- Content Curation - making content easier for others to find, share, and use to recommend your company \nhttp://www.contentmarketinginstitute.com/2012/09/7-ways-to-organize-your-content-for-curation/\nAccording to the Buddy Media report, Strategies for Effective Tweeting: a Statistical Overview, “tweets containing less than 100 characters receive 17% higher engagement than longer tweets.” While Twitter limits your messages with their 140 character limit, Facebook, Google + and others do not so keep the 100 character limit in mind.\n\n
- Integrated with social media marketing, content marketing strategies have been found to drive popularity and sales\nTips: LinkedIn Post then tweet from linkedin, get credit for retweets on linkedin this way \nseek influencers in the industry \nembed social sharing buttons, craft content so it is easily shareable\nmake your customer the hero \nuse other’s content combined with yours to increase value \nrepurpose content - one item across multiple channels (this is how you integrate at a basic level)\n\n
- tweetdeck, sprout social, \nengag.io - free tool that integrates with your gmail inbox and organizes your social network conversations \nlists - use lists to segment and customize your outgoing messages (Google+, twitter, Facebook, LinkedIn) \nlook at lists that you’re organization is listed on - who’s listing you? look at other people’s lists to find influencers and related people to follow and listen to \naddthis and sharethis give you tools to allow site visitors to share your content - \nuse content from going out and doing interesting things, and writing about it, and get your members/fans to contribute (use hashtag wrap up from an event as a blog post to repurpose content etc)\n\n\n\n\n
- Visual Content, Video, Images, memes, infographics - more shareable, engaging, easily digestible\nUse contest platforms like http://qukku.com in conjunction with your website and video platforms like YouTube to reach a broader audience and have fun! \n\nPost photos, videos, and other visual content (images, screenshots, etc.) on your website and then share it across different social networks to reach a wider audience.\n\nTips for sharing visual content: \n1) Share videos on Pinterest \n2) Feature your clients, members, and partners/sponsors \n3) Share your favorite resource (training videos from YouTube, favorite books)\n4) Share upcoming events and photos from past events \n5) Infographics related to your industry, or make your own \n\nhttp://www.slideshare.net/marketo/visual-content-marketing-capture-and-engage-your-audience\n\n\n
- Visual Content also leads to more sales: \n\nAccording to a March survey by Bizrate Insights, 32% of online buyers in North America have made a purchase as a result of seeing an image on a social image-sharing site, such as Pinterest. That includes 26% who were able to click through to the retailer from the image to make the purchase. Six percent had to look for the product on another site as clicking the image did not take them to a retailer.\nRead more at http://www.emarketer.com/Article.aspx?R=1009083#jHlz4rGiXbPIuHT8.99\n\nhttp://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on-facebook.html# \n\n
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- Find a copy of this presentation plus additional resources for website management tips online at http://tendenci.com/website-management \nRegister for upcoming events at http://tendenci.com/events \n