Embed Size (px)
DESCRIPTION
Planning a new website can be a daunting prospect and it is easy to quickly get bogged down by conflicting opinions or technical debates over the latest web development trends. By staying focused on what really matters to your target audience you can develop website requirements that prepare you for a successful project. This presentation demonstrates a simple approach to ensure your website succeeds in delivering results that you can measure, including: * Using personas to develop relevant content and navigation * Ensuring your website supports your sales process * Making a connection with social media
Citation preview
5 Ws of Website Planning SuccessMarch 4th, 2010
04/12/2023 www.marqui.com
Webinar Controls
Click the button with the arrows to minimize your GoToWebinar controls
Type your questions for us into the box at the bottom and press Send
04/12/2023 www.marqui.com
Agenda
• Who• What• When• Where• Why• How• Q & A
04/12/2023 www.marqui.com
Website Planning Pains
Marketer CEO
Designer
Product and Service Owners
Sales
Hover State
Landing Pages
HTML 5
Lead CaptureFlash
Calls-to-Action
301 Redirects
Cross-Browser Compatibility
CMS
Security/AvailabilityUsability
Site Search
SEO
Social Media
04/12/2023 www.marqui.com
Who is the intended audience?
Prospects
Student
Decision Maker Economic BuyerInfluencer
04/12/2023 www.marqui.com
Parent Alumni
Top 3 Personas
Prospective Student: 17-25, high-school finisher living in Southwest United States, social media savvy and trusts friends experiences over experts, looking for a fun education experience that leads to a fulfilling career.
Parent: 40-55, college educated, trusts traditional media and cares about long-term career prospects, safety and total tuition costs.
Alumni: 25-60, wants to feel like a part of the community but now lives in Pacific Northwest, interested in staying in touch with peers and supporting school to build reputation.
04/12/2023 www.marqui.com
What is your audience looking for? • Your website needs to make it easy for visitors to find what
they are looking for• Building on personas you can help establish what kind of
information your visitors are seeking • SEO, keywords and web analytics
04/12/2023 www.marqui.com
What: Web Analytics• Web analytics help you determine
what pages your prospects visit most • Helps you understand common
navigation paths • Tracking popular content helps you
understand what your prospects are looking for
• Google Analytics
04/12/2023 www.marqui.com
What: Keyword Research• Researching keywords helps you understand what your
prospects are looking for• If you know what your prospects are looking for you can be
prepared with the information they need• Keyword research tools can help you gather competitive
intelligence • Helps you build a keyword strategy
04/12/2023 www.marqui.com
When do visitors seek information?
Diagnostic checklist, case studies
Best practice guides, analyst reports
Feature sheets, online demos
ROI Calculator, RFP Template, Objection Handlers
04/12/2023 www.marqui.com
Where do your ideal visitors come from? • Search Engines• Industry Specific Portals• Social Media & Bookmarking• PPC & Banner Ads
04/12/2023 www.marqui.com
Why should visitors consider you? • You’re more helpful/useful• You’re seen as a expert• You don’t ask for too much too
soon• Your offer is compelling and
clearly differentiated
04/12/2023 www.marqui.com
How do they prefer to build relationships? • RSS Feeds• Keep me informed• Social Media & Bookmarking• Drip email • Remember me—cookies
04/12/2023 www.marqui.com
How Marqui Can Help
Attract
Engage
Nurture
Capture
Sales-cycle
Lead score
Revenue
Web ContentManagement
CampaignManagement
CRM / SFA
Sales-cycle
Lead score
Revenue
04/12/2023 www.marqui.com
![[Webinar] Accelerate Your Agency's Success](https://img.pdfslide.net/doc/110x75/554cd745b4c905cc488b4be9/webinar-accelerate-your-agencys-success.jpg)
![[WEBINAR] PPC Settings for Success](https://img.pdfslide.net/doc/110x75/5549e8b8b4c9051e488b4e2e/webinar-ppc-settings-for-success.jpg)
