7 ITEMS you cant ignore

Redesigning Your Website?

@emueller#mnnpcomm

@lynnwintermn

@emueller

emueller@smm.org ERIC

Digital Marketing Manager Science Museum of MN

MUELLER

@lynnwintermn

lwinter@augustash.com LYNN

Production Director August Ash

WINTER

so whats our ANGLE?

the industry is moving FASTER than ever before

you work HARDER to make this world a BETTER place with LIMITED time and resources

FOCUS on what will make the BIGGEST impact

are you truly

READY? 01

a website is just ONE piece of the pie

WILL THEY COME?IF YOU BULD IT

1 in 4 nonprofits have a

marketing plan that iswritten and approved

what is your MARKETING SPEND?

what is your STORY and WHERE will you tell it?

is your BRAND strong enough?

Original

New

Concept 2

have you documented your PLAN?

can you do this by YOURSELF?

know your

USERS 02

PERSONASfictional characters that represent the difference users types

USER

who are they?

what makes them unique?

what are their goals?

why do they struggle?

how can you help them?

their real quotes

whats your

pitch?

210% persona-based website content

saw 210% increase in webtraffic and 97% increase in website

generated leads

to be successful you MUST first truly understand your user

INTERVIEWSopen-ended conversations to learn more about your target audience

STAKEHOLDER

+ pick the right people+ schedule back-to-back+ piggy back on an event+ buy them coffee+ dont forget internal users

SURVEYSasking specific questions about users, their behavior and their opinions

USER

Audience exit survey

Audience exit survey

invest in MVP

CONTENT 03

give yourself permission to do a MVP process

PRODUCTspend efforts focused on high priority areas to produce high quality - dont underestimate the value of simplicity

MAXIMUMVALUE

hire HELP

01 gathercontent.com

GATHER CONTENT

use the RIGHT tool

Fieldable templates!

Fieldable templates!

Fieldable templates!

Fieldable templates!

use GOOD (and sometimes FREE) content

IMAGESunsplash.comdeathtothestock photo.comgratisography.compexels.commorguefile.comstocksnap.io

VIDEOvideos.pexels.commazwai.comcoverr.covimeo.com/groups/freehd/videos

74% online video

accounts for 74% ofALL web traffic

create multi-channel CONTENT 04

UPCYCLINGconvert content into multiple formats to create something that is EQUALLY or higher in value. Then bringing the content into circulation again at just the RIGHT time

the WHOLE impact is more than the sum of its parts

create a video, grab the transcript

shorten video, add captions & post on Facebook

write a blog post & enhance it

shorten and send out newsletter

create a quote card for Instagram

implementing ACCESSIBILITY 05

web accessibility is the INCLUSIVE practice of removing barriers that prevent interaction with or access to websites

5.4 million people live in Minnesota

38.3 million people in the US have a severe disability

56.7 million people in the US have a disability

1 in 10 people need some sort of accommodation

+ avoid legal issues

NEED A

+ improves SEO+ lower bounce rate+ good brand impressions+ tools are for everyone

REASON?

+ color contrastITS EASY!+ text over images+ font size and weight+ alt text on images+ heading levels

+ tab through webforms

+ video subtitles

+ link descriptions

STEP 1 be an advocate

STEP 2 learn more

STEP 3 implement changes

thou shalt GOOGLE

06 obey

75% Googles market share in the US

3.5 billon the average number of

Google searches per day

Google continues to award MOBILE FRIENDLY behavior

Google is punishing websites without SSL CERTIFICATES

consistent information between website and within online business directories improves LOCAL SEO

MANAGE your Google site links

Google is punishing websites with POP-UPS

moz.com/google-algorithm-change

the key is to be a good HUMAN. a pleasant user experience will ALWAYS be rewarded

market with FACEBOOK 07

1.86 billion Facebook users which

is a 17% increase year over year

BOOSTALWAYS

SAVEDMAXIMIZE

AUDIENCES

AUDIENCESCUSTOM

TRACKINGSET UP

TAGSMETA

THANK YOU!