Tag: social

Digital Marketing Explained: Page Goals and Design

Digital Marketing Explained: Page Goals and Design

This is a part of the Digital Marketing Explained Holy Grail Post Series, the outline will be kept together on the Digital Marketing page.
ditial marketing holy grail
Organic digital marketing refers to the optimisation of traffic that you would receive organically (without having to promote) from direct website visits, links from search engines, links from other websites or email referrals. Social media profiles will also receive organic traffic but that will be discussed in the social media section.

Website or Landing Page

Defining Your Goals

First and foremost you need to define your goals of your page. Ideally there should be at least one “conversion metric” that could range from soft metrics like time on site to hard metrics like sales.

Here is a list of example metrics

  • Interaction Metrics
    • Article Views
      • Article reads (30 sec+)
      • Time on article pages
    • Video Views
    • Audio Listens
    • Podcast Downloads
    • Game Plays
    • Pages/Visitor
  • Email Capture via
    • Newsletter subscription
    • Competitions
    • Downloads
    • Event registration
  • Sales
    • Online Sales
    • Offline Sales Leads

Once you have defined your goals, your next task is to design your page with those goals in mind and follow best practice web design principles.

Designing Your Page

When designing your page there are layout, compatibility, accessibility, navigation, multimedia, content and design elements to consider. For each of these there are best practices to ensure that you do, try to avoid and just some general tips.

Layout

Ensure that the page

  •  is appealing to you target audience
  •  has consistent branding, style, header and logo
  •  has consistent & relevant navigation
  •  has consistent all fonts, font sizes, and font colours across the site
  •  uses an informative page title
  •  includes relevant keywords in its title and body
  •  includes credibility factors like corporate name, site name et cetera
  •  includes a footer with copyright, contact details, privacy policy, last updated date
  •  has good use of basic design principles: repetition, contrast, proximity, and alignment
  •  keeps all the most important information “above the fold”
  •  has a good balance of text/graphics/white space on page – not too many distractions
  •  has a good contrast between text and background
  •  has compelling, interesting information above the fold

Avoid

  •  repetitive information like the header, logo and navigation taking up more than ¼ to 1/3 of the area above the fold
  •  having a slow loading page

Compatibility & Accessibility

Ensure that the page:

  •  is compatible with all major browsers (Internet Explorer, Firefox, Chrome, Safari)
  •  is compatible across all major operating systems (Windows, Mac, Linux)
  • is suitable for the blind and screen reader friendly

Use:

  •  navigation aids such as site map, skip navigation link, or breadcrumbs
  •  captions are for each audio or video file used
  •  common fonts such as Arial or Times New Roman
  •  alternate text and titles for images or multimedia
  • Preferably navigation should be structured in an unordered list

Navigation

Ensure that the navigation links

  •  are clear and consistently labelled
  •  are easy to use for target audience
  •  are also clear text links in the footer section of the page
  •  all are working links (check for broken links)

Avoid:

  •  using images, Flash, or DHTML for the main navigation

Multimedia

Ensure that:

  •  graphics are optimised for web and do not significantly slow the site download
  •  each audio, video or Flash file used does serve a clear purpose & enhances, rather than distracts from the page
  •  download times for audio or video files are indicated
  •  links to downloads for media plug-ins are provided

Writing Content

When writing content for the web, ensure that the content:

  •  uses techniques of web optimised writing are used such as headings tags, bullet points, short sentences in short paragraphs with a good use of white space
  •  provides meaningful, useful information
  •  is organized in a consistent manner
  •  can be found easily (minimal clicks, searching or scrolling)
  •  is up to date (and the date of the last revision and/or copyright date is accurate)
  •  provides links to other useful sites or pages

Avoid

  •  outdated material
  •  typographical, spelling and grammatical errors
  •  the use of “Click here” when writing text for hyperlinks
  •  non-standard link colours (if used, have a consistent set of colors to indicate visited/nonvisited status)

Design Elements

For best practices around block quotes, about pages, coming soon pages, error pages, buttons, image captions and more have a look at Smashing Magazine’s web design best practices. Furthermore, hongkiat.com provides a great resource on best practices and examples for call to action buttons.

When briefing your page to a designer or just in getting your head around it, it helps to start off with wireframes.

Digital Marketing Explained: Website or Landing Page

Digital Marketing Explained: Website or Landing Page

This is a part of the Digital Marketing Explained Holy Grail Post Series, the outline will be kept together on the Digital Marketing page.
ditial marketing holy grail
Organic digital marketing refers to the optimisation of traffic that you would receive organically (without having to promote) from direct website visits, links from search engines, links from other websites or email referrals. Social media profiles will also receive organic traffic but that will be discussed in the social media section.

Website or Landing Page

Your website or landing page is the first port of call for most people. Even if you are not promoting it directly, people will still try to find it when exposed to other campaign material.

The best part is that you have complete control over your website, albeit within the capabilities of your web development/IT team, content management system and internal policies.

Unlike any other channel, your website or landing page else allows you to craft your message, direct people to your conversion funnel and track the results.

What’s the difference between a website and a landing page?

Website: A website is generally open to the public, the first point of call for people to navigate across your brand.

Landing page: A landing page is specifically built for a campaign and preferably has minimum distractions.

“Your website should be designed to impress your target market and Google”[1]

When building a website or landing page you should have two goals in mind. Firstly, most obviously and importantly, you should be aiming to impress your audience. Secondly, however, you are building to impress Google (among other search engines) by building it in such a way that will be “index-friendly”

Planning a website or landing page (referred to as page from here on) is just like when you are planning any other campaign; first you must define your goals then you can design your page.

Digital Marketing Explained: Digital Marketing Landscape

Digital Marketing Explained: Digital Marketing Landscape

This is a part of the Digital Marketing Explained Holy Grail Post Series, the outline will be kept together on the Digital Marketing page.
ditial marketing holy grail

Landscape

Here is a list of the digital marketing landscape at a glance. It can be hard to categorise the different channels as there is a lot of crossover between them.

Therefore the organisation of this list is not necessarily ontologically correct, however, it is organised from the marketing perspective and which channels should be thought of together.

Furthermore, they are not all “channels” per say. Some of the list includes cross-channel topics that a good marketer should consider in their digital strategy (for example moderation, feedback and viral marketing). 

  • Organic
    • Website or Landing Page
    • Organic Search
    • Email
  • Paid
    • Paid Search
    • Display Advertising
    • Social Media Advertising
    • Mobile Ads
  • Social
    • Facebook
    • Twitter
    • YouTube
    • Google Plus
    • StumbleUpon
    • Blogging
    • MeetUp
    • Social Bookmarking
  • Applications
    • Web
    • Facebook
    • Mobile
  • Analytics
  • Other
    • Wikipedia
    • Forums
    • Wikis
    • Moderation
    • Feedback
    • Viral Marketing
    • Podcasting
    • SMS
    • QR Codes

 The rest of this series will outline best practices, user guides, case studies and marketing strategies for the channels/topics in the order listed above. Feel free to jump around to the topics that interest you the most. However, I strongly recommend that the website/landing page section be read before moving on to any other topics.

What's Newsified Today December 29, 2011

What's Newsified Today December 29, 2011

Here’s the top recent articles from my favourite blogs and news sites:

What's Newsified Today December 25, 2011

What's Newsified Today December 25, 2011

Here’s the top recent articles from my favourite blogs and news sites:

Digital Marketing Explained – Holy Grail Post Series

Digital Marketing Explained – Holy Grail Post Series

It’s about time I start consolidating a Digital Marketing “Holy Grail” explaining the whats, hows and whys of Digital Marketing.

I’ll be posting each part periodically and updating retrospect too.

The series outline will be kept together on the Digital Marketing page.

The outline will be as follows:

  • Digital Marketing Explained
  • Digital Marketing Questionnaire
  • Digital Marketing Landscape
    • Organic
      • Website or Landing Page
      • Organic Search
      • Back Links
      • Email
    • Paid
      • Paid Search
      • Display Advertising
      • Social Media Advertising
      • Mobile Ads
    • Social
      • Facebook
      • Twitter
      • YouTube
      • Google Plus
      • StumbleUpon
      • Blogging
      • MeetUp
      • Social Bookmarking
    • Applications
      • Web
      • Facebook
      • Mobile
    • Analytics
    • Other
      • Wikipedia
      • Forums
      • Wikis
      • Moderation
      • Feedback
      • Viral Marketing
      • Podcasting
      • SMS
      • QR Codes

Comment below if you want me to add anything!

Best Facebook Apps for Fan Engagement and Building Community

Best Facebook Apps for Fan Engagement and Building Community

Social Media Examiner posted this article about the top 10 apps to engage Facebook fans & build your community.

Here’s the abridged version of their rankings:

#1: Fan of the Week for Pages
Tracks of participation on your page & automatically posts a “shout out” to your fan of the week.
#2: Booshaka
It highlights fans that are participating on your page more often with a custom tab called Top Fans that’s added to your page. Provides you with stats too.
#3: NetworkedBlogs
From RSS it can pull in the title of your blog posts, first picture in the post (or a blog screen shot if there isn’t a picture) & an excerpt of the post.
#4: Post Planner
Not just scheduling but scheduling with pictures or video too!
#5: YouTube App
Get your YouTube channel, integrate it into your Facebook page = easy access to your videos!
#6: Livestream
Bring live video events to your Facebook page, interact with the audience, record the events for later viewing!
#7: ContactMe
Make it easy for people to get in touch with you with a Facebook page contact form. Add many different fields & customise the form. Easy.

Bring live video events to your Facebook page, interact with the audience, record the events for later viewing!
#8: Newsletter Subscription
Get people to subscribe to your newsletter straight from Facebook!
Constant Contact
MailChimp
#9: Scribd for Pages
The Scribd app lets people easily view documents right in the Facebook tab & also download it if they wish.
#10: Ecwid
Open a store operating within Facebook. It is integrated with PayPal, Google Checkout, Authorize.net and several other payment processing options.

There you go! So get apping!

2011 According to Facebook Status Updates

2011 According to Facebook Status Updates

Facebook released Memology 2011today. The data shows top ten Facebook status trends for 2011 globally and by key countries.

In Australia, top ten status trends include “planking” at number #1 and “Cadel Evans” at number #10.
Facebook 2011 Australia

Millions of people are posting on Facebook, sharing what’s important to them, discussing world events, or just goofing off with their friends. There are more than 800 million people connected around the globe so news about the world’s triumphs and tragedies spread fast.

For more see: http://bit.ly/ubHtfj

Over 2/3 of Google+ users are ready to say goodbye to Facebook

Over 2/3 of Google+ users are ready to say goodbye to Facebook

Obviously the private launch is skewed but it’s an interesting read.

Amplify’d from thenextweb.com

have been weighing in with their opinions and, well, it seems Google could be on to a winner with its new social platform.

We asked Google+  users: “What do you think of Google+?” At the time of writing, over 1,000 people have offered their thoughts on Google+ and how it ranks compared to the two other social networking behemoths – Facebook and Twitter. And here are the results.

90% of Google+ users say that they like it, with an equally impressive three quarters of all respondents stating that they felt Google+ would succeed in the long-term. Interestingly, two-thirds of respondents said they prefer Google+ to Facebook:

In a perhaps unfair comparison, we also asked respondents’ opinions on Google+ vs. Twitter. This did divide opinion, with 40% saying that they did prefer it to Twitter, but 33% saying that they didn’t and 27% not sure. There’s certainly mixed feelings about this one, and is indicative that it’s really too early to call whether Google+ can surpass Twitter or whether they’re competitors at all. It may be more reflective of the way in which people use different social networks – Google+ is more akin to Facebook than Twitter.

Another poll on Hacker News is consistent with the findings above. But can Google+ help put a stop to the Facebook steam-train?

With around 700m users, Facebook isn’t likely to be overtaken by Google+ any day soon, but at last Facebook just might have a genuine competitor.

Read more at thenextweb.com

 

Get Ready for Google+ Games

Get Ready for Google+ Games

Interesting article from mashable about the possibility of Google+ Games…

Amplify’d from mashable.com

It looks like Google has some big features planned for Google+, including a Google Games product.

Engadget dug up some interesting pieces of the Google+ code. Specifically, I was interested in the references to “Google+ Games.”

The references to game invites and Google+ Games seem pretty clear. And while Google could always choose to scrap a Google+ Games product before its launch, we don’t think that’s what will happen here. The reason being Zynga, the creator of FarmVille, CityVille and many more social games.

Google invested more than $100 million in Zynga last year. The investment was designed to be part of a larger partnership, sources have told us. That partnership, we believe, will culminate with the launch of Google+ Games. And you can bet that Google+ will prominently feature games from the social gaming giant.

We doubt it will be long before we learn more about Google+ Games. Zynga is expected to file for its IPO in the next few days, and we bet there will be a few references to what kind of partnerships it’s exploring with the search giant.

Read more at mashable.com