marketing essentials: websites and internet marketing
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Websites & Internet Marketing
Derek Strangle, Manager Web ProductsErik Norwood, Creative Director
Company Confidential Vistaprint © 2011
Erik NorwoodCreative Director
Derek StangleProduct Marketing Manager
Company Confidential Vistaprint © 2011
So, why do we need internet marketing?
Company Confidential Vistaprint © 2011
Because Your Customers Are Looking For You!97% of consumers search online for local goods and services
Creating a consistent brand image that matches your storefront to your website
Professional looking website and mobile site help create a positive first impression
Bridge the gap between online and offline, and drive local customers directly to your storefront
Storefront
Mobile Site
Website
Establish an authentic, professional & consistent brand both Online and In-Store
Company Confidential Vistaprint © 2011
Digital Marketing’s Shift Towards Local20% of all Google searches are related to local
Today’s Growing Trend• Local search, or geographically
constrained searches, are becoming more popular
Establish An Online Presence• Populate company profile and utilize
local directories• Get help along the way from free
tools like Vistaprint’s Online Guide
Start By Getting Listed In Major Online Directories• Linking back to your website helps
increase SEO• Create a company profile on popular
directories to link back
Local
Paid
Company Confidential Vistaprint © 2011
After Getting Online, How Will Customers Find Your Business?!All businesses are striving for that #1 search position
Search Engine Optimized• Content: Generate relevant content (i.e.
blogging)• Links: Link back to your site from other
locations (YouTube, Yelp, Yahoo, etc)• Key Words: Incorporate key words
associated with your product and company
Social Media• Engage your customers with social media
tools• Maintain an active presence across multiple
social platforms
Word of Mouth• Let your customers rant and rave about your
service via online directories like Yelp• Make your content sharable across various
channels
Blogs Key Words
Social Media
Company Confidential Vistaprint © 2011
Growing Your Business OnlineThere are multiple ways to increase business with online promotional tactics
Daily Deals Social Media CampaignsEmail Marketing
Company Confidential Vistaprint © 2011
So, you want a website…..
Company Confidential Vistaprint © 2011
Where should you start?
• Design it
• Create your content
Company Confidential Vistaprint © 2011
Design it
• The First Impression
Is this site credible?
Is it trustworthy?
Is it professional?
Is this company stable?
Is it welcoming?
Am I in the right place?
Company Confidential Vistaprint © 2011
Design it
• The Proper use of colors
• “Own” a color or color combination.
• Look to your logo, if you have one, first, for inspiration.
• Stick to a simple, complementary color pallete.
• Make sure to use different colors for very distinct things.
• Use the right colors for your audience
• Pick a color to draw attention to select elements.
• Don’t try to make everything jump out.
Company Confidential Vistaprint © 2011
Design it
• Create Logical & Clear Navigation
• Make it easy to navigate pages and get back home.
• Don’t make viewers search too hard for the information they need
• Also consider how and where you’ll add to the site in the future.
Company Confidential Vistaprint © 2011
Design it
• Make your site legible
• Choose a font and a font size that is easy to read
• Choose a font and a font size easily scalable
Company Confidential Vistaprint © 2011
Design it
• Make an impression with your header or logo
• make sure it’s captivating for your viewer.
• the header and your logo are typically the first part of the site that your viewers see
• make them stick around to see more by creating a good first impression.
Company Confidential Vistaprint © 2011
Design it
• Use High Quality Graphics & Photos
• High quality graphics and images can only improve the trust factor
• No overused graphics / stock photography
• Use custom graphics and photography
• Use real photos of your staff, products, and services
• An image tells a thousand words
Company Confidential Vistaprint © 2011
Design it
• Layout
• Make your site pleasant to look at, but also informative
• Not too much copy
• Not too heavy on graphics
• Minimalist approach
• Create a clear navigation
• organize page elements in a grid fashion
• Don’t be afraid of white space and avoid clutter
Company Confidential Vistaprint © 2011
Design it
• Animations and Gadgets
Avoid anything unnecessary.
• Using Flash animations because they look cool is the wrong strategy.
• In most cases it’s best not to use animated background or background music.
• Only use media and animations to help support content and information.
Company Confidential Vistaprint © 2011
Home page
Product or Service pages
About Us page
Contact Us page
Create your content
• Offering great content is what your visitors are ultimately after
• Make it useful and useable
• Who you are and what you’re about
Downloadable
Video
Blog
Company Confidential Vistaprint © 2011
Vistaprint: We are not exempt!
Company Confidential Vistaprint © 2011
Vistaprint: We are not exempt!
Company Confidential Vistaprint © 2011
Some Helpful Web Links
Web Color Palette Generatorhttp://www.degraeve.com/color-palette/
Talking To A Designerhttp://www.snibbles.com/what-pages/how-to-talk-to-your-web-designer/
Online Sitemap Creatorhttp://www.makeuseof.com/dir/slickplan-create-visual-sitemap/ Online Wireframe Toolhttp://mockflow.com/desktop/
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