10 website mistakes even great marketers can make

1. Jessica Bybee-Dziedzic | Saffire
10 WEBSITE MISTAKES
EVEN GREAT MARKETERS
CAN MAKE

3. SOMETHING
BUT
WAS MISSING

4. HELP MORE PEOPLE!
We wanted to

10. Beautiful, Unique Designs

13. PRINT-AT-HOME TICKETS

14. SCANNING PRE-SOLD TICKETS

15. OR SELL AT THE GATE

16. CLIENT PORTFOLIO
OVER
200
CLIENTS!

17. WE’LL SEND THE SLIDES IF YOU LEAVE
YOUR BUSINESS CARD!

18. WHAT MAKES A GOOD WEBSITE?

19. MOBILE-FRIENDLY
FUN EASY TO NAVIGATE
INFORMATIVE
GOOD PHOTOS
QUICK-LOADING
WELL BRANDED

20. 1. BUILD WITH OLD PROGRAMS
• Flash breaks on iPads and sometimes
computers too—ditch it!
• Programming languages change
• Social media outlets change
their plug-ins

21. SITE WIDTH & ALIGNMENT

22. SITE WIDTH & ALIGNMENT

23. DESKTOP MONITORS
1997 2016

24. 2. BE INVISIBLE TO GOOGLE
Most people that search for your event name are going to find your website.
What about other things they type?
• What keywords are strong?
• How can you use keywords to get a better ranking on Google?

25. THE LONG TAIL

26. LONG TAIL WORDS
• More descriptive = fewer searches = more likely to find you
• More descriptive = more interest in you anyway!
• More descriptive = costs less if you advertise
• EX: Family fun, music festival, animal exhibits

27. www.google.com/trends
Type in any word, find out the trends and search
history of that term!

28. 3. CREATIVE SITE NAVIGATION
• A place to watch “design over function”
• If there is a place to keep it simple, this is it!
• Your map to your content

30. JUST F IT.

31. 4. FORGET THE FAVICON
Normal Day!

32. FAVICON IMPORTANCE
Users (especially a younger audience,
opening multiple pages in rapid-fire
succession as a way to remember the
items on those pages and revisit them
at a later time.

33. 5. NEVER CHANGE YOUR CONTENT
1. Visit
2. Visit with same content
3. Never visit again

34. CHANGE YOUR WEBSITE
If you update your Facebook page

35. SERIOUS OFFENDER: NEWS & BLOG
• If you have them, keep them updated
• Pro tip: Don’t say how often you're going to publish.
A “once a month” newsletter is a surefire way to be behind.

36. SERIOUS OFFENDER: OLD EVENT DATES

37. 6. FORGET ANY CALLS TO ACTION
What’s the action for someone visiting your site?
SMALL
• Listen to Music
• View Photos/Videos
BIG
• Sign up for your email list
• Buy tickets

38. IMPORTANCE OF WEB ACTIONS
OLD WEBSITES NEW WEBSITES

39. COPY FACEBOOK

40. TWITTER DID!

42. 7. FORGET ABOUT ONLINE SALES

43. MULTIPLE BUY OPTIONS

44. BUY FROM ANY PAGE

45. CREATE CUSTOMER CONFIDENCE

46. 8. DISREGARD MOBILE
If you:
• Send email (something people check on their phone!)
• Post Facebook ads (something people check on their phone!)
• Sell Online
• Have a website
YOU MUST BE MOBILE!

47. GOOGLE LOVES MOBILE

48. MOBILE STATS

49. 9. FORGET ABOUT EMAIL SIGNUP
Not Cool:
Email seems lame compared to social media
Cool:
It’s the most successful tactic!

50. Most Cost-Effective
Top Revenue Generator
Fastest Results

52. YOU OWN THE DATA

53. EVERY PAGE!

54. 10. FEATURE TEXT INSTEAD OF
PHOTOS OR VIDEO
Engagement per follower is 58 times higher on Instagram than on Facebook.

55. DOES IT REALLY MATTER?
PHOTOS:
• Provide a personal connection to your event and your brand
• Evoke desire to “do what they’re doing”
• Allow visitors to virtually experience your event all year long

56. PHOTO ALBUMS

57. Visitors will engage with your site if they’re watching videos or listening to music!
• Video brings an average of 3 times more visitors to your site per month
• Organic search traffic increases by 157%
• The average website visitor spends 88% longer on sites with video
VIDEO

58. APPEALS TO MILLENNIALS
4 BILLION videos are watched every DAY on YouTube
• 18 - 49 year olds watch more YouTube than any cable TV network.

59. • Use an eye catching thumbnail to encourage more clicks
- Use what you just learned about photos!
• Film “behind-the-scenes” with performers, event organizers etc.
• Tour of the grounds videos can be fun and informative!
VIDEO TIPS

60. SHORT AND SWEET
Use what social media has taught us about video.
• Vine – 6 seconds
• Instagram Video 15 seconds – outperforms Vine
• On Facebook, videos can be any length but they automatically play as you scroll past, so first
few seconds must be compelling!

61. VIDEO REFERENCES IN EMAIL
Using the word “video” in an email subject line:
• BOOST open rates 19%
• INCREASE click-through rates by 65%
• REDUCES unsubscribes by 26%

62. 11. BONUS: IGNORE YOUR ANALYTICS
What should you watch?
• Google Analytics
• Facebook post analytics
• Email opens & click-throughs

63. YOU’RE NOT
MARKETING!
If you’re
not measuring,

64. FACEBOOK ADS

65. EMAILS
• Test layouts and content
• (Almost) always include more than one topic.
• The things people care about will shock you!

66. GOOGLE ANALYTICS - LOCATION
• What are you doing to make strong places strong? What could you do to increase areas you
wish were strong?

67. GOOGLE ANALYTICS - MOST VIEWED
• How can I make those pages serve me better?

68. Don’t forget to drop off
your business cards.

69. THANK YOU!
Jessica Bybee-Dziedzic
jessica@saffire.com
www.saffire.com