Foundations that you need to look at before setting up a digital marketing plan and things to look out for in the future that will effect your digital strategy.

1. WEBSITE MARKETING
Grow your online audience and market your business
Peter Bui / Martina Kocian - PB Web Development

2. OUR DIGITAL
JOURNEY
Started back in 2005

3. DIGITAL LANDSCAPE IN 2005
➤ Keyword stuffing was the
thing to do, hidden keywords
➤ Link networks Twitter wasn’t
around
➤ Facebook was in its infancy

4. FOLLOW GOOD PRACTISES
➤ Semantic code
➤ Optimised websites for low
bandwidth users
➤ Accessible content

5. OBSESSED WITH SPEED

6. RANKED 1 FOR
“WEB DEVELOPMENT ADELAIDE”

7. BUYING BEHAVIOUR
EDUCATED DECISION MAKERS

8. NO NEED
FOR A SALES
PERSON
Just transaction enablers

9. EDUCATED BUYERS
➤ Internet provides all the
information they need
➤ Higher cost of the goods, the
more research one does
➤ Customer enters store ready
to purchase
➤ Re-engages online post
purchase

10. WHAT ABOUT YOUR WEBSITE
➤ Does your website provide all
the information the customer
needs?
➤ Would a customer leave your
website ready to make a
decision to purchase or engage
with your services?
➤ Perhaps you can automate
some on boarding processes
➤ Can the customer re-engage
afterwards post sale or
service?

11. RISE OF SOCIAL MEDIA
CUSTOMERS HAVE A VOICE

12. ENGAGE
WITH USERS
WHERE THEY
INTERACT
Engage their social channels

13. TWITTER MARKETING
➤ Listen to people
➤ Engage with then
➤ Let them engage with you

14. FACEBOOK ADVERTISING
➤ Allows for targeted marketing
➤ Retarget and stalk your
followers
➤ cost effective with a big reach
with potential viral social
effects

15. CUSTOMERS
NOW HAVE
AN ONLINE
VOICE
They can praise or rant

16. SOCIAL MEDIA MARKETING
➤ Engage with your customers
in their space
➤ Advertise in a cost effective
area
➤ Take advantage of public
comments, recommendations
and complaints

17. CONTENT MARKETING
AKA INBOUND MARKETING

18. LOOKS AT
FLOWING
USERS
THROUGH
by using useful content

19. INBOUND / CONTENT MARKETING
➤ Been around for a long time
➤ Still very new in Australia
➤ Casting a wide net
➤ Capturing data from a user,
e.g email for a small piece of
information
➤ Automate flow of educating a
user, and moving them along
through the decision making
process to make a sale

20. NEED FOUNDATIONS
Foundations for a digital marketing plan

21. DIGITAL MARKETING PLAN
➤ Who do we target?
➤ What channels to target?
➤ What do we pick?
➤ All depends on the user
experience…

22. USER EXPERIENCE
USER EXPERIENCE, CUSTOMER CENTRIC DESIGN

23. CREATING A POSITIVE USER EXPERIENCE
➤ UX Design - the process of
enhancing user satisfaction by
improving the usability,
accessibility, and pleasure
provided in the interaction
between the user and the
product

24. FIND OUT
WHAT YOUR
USERS WANT
And give it to them!

25. HOW DO WE ACHIEVE THIS?
➤ What do they care about?
➤ Who are they? (Personas)
➤ What are their motivations?
➤ What are their needs?

26. CREATING
PERSONAS
People profiles & Archetypes

28. USER
STORIES
Once upon a website…

30. USER AWARE
CONTENT
Stalking…but not…

32. EXAMPLES OF POSITIVE UX
➤ Fast loading time
➤ Easy to find content and
contact details
➤ Engaging - blog, videos, good
images, good copy
➤ User aware content

33. CASE STUDIES & EXAMPLES
➤ LCA website
➤ Austroads
➤ Slater and Gordon

34. LCA / Strategy Report - PB Web Development - Copyright 2015 3
Product Goals
What does LCA offer...
Membership Info and
Resources
Support,
Community &
Collaboration
• Build a network of contacts
• Have your say
• Free subscriptions
• Professional development
opportunities
• Exclusive corporate
discounts
LCA offers information and
resources to the general public,
media and network of lawyers
Offers an active online
community that allows lawyers
to engage and contribute on
many levels from professional,
social?, support and
educational

35. 4LCA / Strategy Report - PB Web Development - Copyright 2015
Website Motivations
Why would people visit the LCA website?
Update membership
or become a member
Access to information
and resources
Keep up to date
with the latest
news, issues
and cases
To share legal
information
Contribute to
issues
Collaborate
with lawyers
Register for
events
Reach a network
of lawyers

36. LCA / Strategy Report - PB Web Development - Copyright 2015 5
Personas
Who would use LCA?
Johnathan
the Journalist
Laura the Lawyer Sam the Student
Occupation: Journalist
Age: 32
Platform: mobile & desktop
Johnathan is a tech savvy and time poor
journalist who works in a fast paced
industry. His job is very demanding and
he is often working to tight deadlines.
He needs to find information fast for
media releases.
Motivation: information, research
Occupation: Family Lawyer
Age: 41
Platform: desktop & mobile
Laura is a hard working family lawyer
who needs to stay up to date with what’s
happening in her field.
She enjoys reading and keeping up to
date with the latest cases and
contributing her time to issues.
She needs to refer clients to useful
information and resources and wants to
stay up to date with the latest news.
Motivation: information, resources
refer clients, contribution
Occupation: Law Student
Age: 22
Platform: mobile & desktop
Sam is a tech savvy law student who
needs information and resources for his
assignments and uni work.
He has time to search and read through
documents but wants them to be
relevant and useful to his research
topic.
Needs to be able to find what he’s
looking for along with any related
content that may be useful for research.
Motivation: information, research,
resources

37. LCA / Strategy Report - PB Web Development - Copyright 2015 7
User Stories
How would personas use the LCA website?
Laywers
As a lawyer I would use LCA for:
• Contributing to issues
• Connecting with other lawyers
• Collaborating with other lawyers
• Keeping up with the latest news
and issues
• Referring clients to information
and resources
• Uploading submissions?
• Register for events
General Public
As a member of the general public I
would use LCA for:
• Finding a lawyer?
• Searching for legal information
and resources
• Reading about latest issues
Media
As a media worker I would use LCA for:
• Finding latest and/or relevant
information for media releases

49. HOW TO
CREATE AN
AWESOME
WEBSITE
That your users will love

50. ASK QUESTIONS
➤ What are the top 5 things the
user should know (our
services, our difference)
➤ What are we asking the user
to do?
➤ What are our call to action
points?

51. THE PROCESS & STRATEGY
➤ Card sorting exercise
➤ User Personas
➤ Wireframes
➤ Design
➤ Development

52. THE FUTURE
CONTENT QUALITY RATING

53. NEW GUIDELINES FOR CONTENT
➤ November 2015, Google announced, in a leaked guide
document some new changes to their search ranking factors
in 2016 and these all fall under the category of search quality.
➤ https://moz.com/blog/google-search-quality-raters-guidelines

54. YOUR MONEY
OR YOUR
LIFE
or just YMYL

55. CONTENTS EFFECT ON USER
➤ Does the content effect my
money?
➤ Will this content effect my
life?

56. WEBSITE CATEGORIES AFFECTED
Shopping
Financial
Medical
Life changing
Legal

57. EXPERTISE,
AUTHORITY,
TRUST
EAT

58. EAT OR ELSE
➤ Does your website showcase
your expertise?
➤ Is the website an authoritative
website where it is the go to
place for this information?
➤ Do users trust the information
that they are reading?

59. HOW TO EAT WELL
➤ Expertise: Manage your own
online profile, LinkedIn and
Social media platforms
➤ Authoritative: Provide lots of
related, useful content and
information to show you are a
leader in the space.
➤ Trustworthiness: Use social
recommendations, reviews,
forum profiles to build on this.

60. USEFUL
CONTENT
Supplementary content for
the reader

61. ADDING MORE VALUE
➤ Related content
➤ Tips and hints
➤ You may also like…
➤ More articles by this author
➤ User behaviour aware
websites, websites that adapt
and change to the users
behaviour

62. PAGE DESIGN
Good design, good experience

63. FOLLOW GOOD STANDARDS
➤ Colour Schemes
➤ Readable content
➤ Non distracting designs or
advertising
➤ All about the content

64. F PATTERN

65. HEAT MAP CLICK TRACKING

66. REPUTATION
IS A FACTOR
Could be good or bad

67. DO YOU HAVE A GOOD REPUTATION?
➤ What do other websites say
about you?
➤ How do your
recommendations and social
proof look?

68. GOOGLE YOURSELF

69. REVIEWS WILL BOOST PLACES RESULTS

70. KNOW &
KNOW
SIMPLE
QUERIES
I just want an answer

71. TAKE ADVANTAGE
➤ Snippet information

72. SNIPPETS LOOK LIKE THIS

73. UPDATED
CONTENT
When did I last update?

74. UPDATE YOUR CONTENT!
➤ Review your content regularly
➤ Modify the last modified dates
➤ Make sure its all relevant and
old content is purged

75. LOTS MORE
SMALLER
TECHNICAL
ASPECTS
We can talk about those later

76. OVERVIEW
OF THE
FUTURE
Take note…!

77. LIST OF THINGS TO CONSIDER
➤ Make your website mobile
friendly if it isn’t already
➤ Answer questions that people
have
➤ Supplement your content and
make it useful
➤ Build your reputation, show
off your expertise and become
an authoritative source
➤ Focus on awesome content for
your users

78. LIST OF THINGS TO CONSIDER
➤ Understand who your user is
➤ Ensure you’re catering for
your personas
➤ Flow your users through their
user journeys
➤ Optimise your website for
speed
➤ Make sure your website is
accessible

79. THANKS!
PBWEBDEV.COM - @PBWEBDEV - FB.COM/PBWEBDEV