Digital Sales Strategy

Microsites, landing pages and websites… oh my!

Digital Sales Products

Web AdsMicrositeTier II WebsiteTier III Website or eCommerce Site

Micro What?!?

What is a Microsite?

What is a Microsite

A website with a direct URL Targeted with a specific purpose

Product promotionMarketing campaignDescribe a servicePromote an event

What is a Microsite?

GoalFocused or Targeted• Microsites will detail one

specific product or service but do so with intense focus so that the visitor has no doubt on where to go next

Lead Generation• Visitors never need to leave

the site to convert to a qualified lead

Example

Targeted products and content

Never need to leave the site to convert to a qualified lead

Branding is important

Focus on a specific purpose

Example

Existing Microsites

Existing Microsites

Existing Microsites

Selling Microsites

It’s not the end of the World…

Understand your client’s needs

All companies need at least a basic web presence…

Even if they don’t believe they do…

Their customers expect it.

Go wh ere you r

Cu s tomers a re .

Problem:

Customers want to see what your business or products look like.

Problem:

It is difficult to build and maintain a full website if you are not a large organization.

Product Lifecycle

Enhanced Marketplace Microsite Website (tier II/tier III)

Up to 3 pagesHome ~ your adAbout usContact form

Links to your siteLinks to social mediaFree hosting

Where does it go?

Microsites are subdomains of the Paper’s main URL or website

They can also be promoted with web ads or Service Directory type listings

http://www.plainsman.com/my-fancy-microsite

Where does it go?

You can also create a

QR CODEto promote the Microsite in print

Websites

What is a Website?

Basic WebsiteA centrally managed group of web pagesContains copy, images and multi-media filesPresented to users in an aesthetic and accessible way

Static vs. DynamicMicrosites are 100% staticWebsites can be both

What is a Website?

Generally, people look at websites for two primary reasons:

To find information they needTo complete a task

What is a Website?

Goal(s)Strive for a design that’s user-friendlyCreate a site that targets the appropriate audienceDesign a UI that flows freely, allowing users to navigate easily and find what they need quickly and efficientlyGive the client what they want plus what they needIncrease the site functionality with additional code

Source: hhttp://webdesignledger.com/tips/five-goals-to-strive-for-with-every-site-you-design

User-Friendly Design

Source: http://www.whitehouse.gov/

Target the Appropriate Audience

Source: https://www.apple.com/

Free-Flowing UI

Source: https://mediatemple.com

That They Pant + What They Need

Source: https://www.mobify.com/

Increase Functionality

Source: http://www.authenticjobs.com/

What’s included?

Microsite

Maximum of 3 pagesSite design based on print adLinks to client social media accounts or existing websiteSite URL is a subdomain of your Paper’s website

Production: 2 a day

Tier II Website

3 or more pagesCustom URL – subject to availabilityBackend content management system (CMS)Added flexibility in site design and layout

Copywriting done by Paper’s staffMay involve photo-shoot at Paper’s expense

Search engine optimized (SEO) designWith analytics

Social media account tie-ins

Production: 2 a month

Tier III Website

Everything in the Tier II packageCustom back-end CMSeCommerce tie-ins

Shopping cartOnline payments

Database storage

Production: 90 days

Portfolio Review

Design and Production

Discovery DocumentCustomer surveyImportant information about the project• Goals• Audience

Provides production staff with critical informationIdentifies features and technology needed

Design and Production

WireframeVisual guide that represents the skeletal framework of a website

Style TilesContent GatheringSitemap

Design and Production

TestingBrowser and device testingSoft launch• Final chance for client to review content

Final revisionsLimited to content changes only

LaunchHello World!

Design and Production

Project Management

Design and Development

Production TimeframeMicrosite• 24 hours or less ~ 2 a day

Website• Tier II ~ 2-weeks• Tier III ~ 6-months

Application• 3-6 months

Selling Websites

Tier II Website

Should a business have a website, even if that business is small and sells products or services you don't think can be sold online?

Yes, if you have a business, you should have a website. Period. No question. Without a doubt!

Source: http://www.entrepreneur.com/article/65204#ixzz2ZFJw6JJk

Q:

A:

Tier II Website

Businesses should have a presence on the web so that customers, potential employees, business partners and perhaps even investors can quickly and easily find out more about your business and the products or services they offer

Tier II Website

Must have a professional-looking site if you want to be taken seriouslyConsumers now search for information online prior to making a purchaseYour site may be the first chance you have at making a good impression

Tier II Website

How will you measure the success of your website?

Success is measured by engagement and lead generation

Source: http://www.entrepreneur.com/article/65204#ixzz2ZFJw6JJk

Q:

A:

Tier II Website

EngagementSearch Engine Optimization (SEO)HITS – How Idiots Track SuccessMore realistic indicators:• Unique visits• Bounce rate• Average time on page/site

Tier II Website

Quarterly analytics reviewTotal review of site performance every three months

Annual content auditEvaluate keyword performanceIdentify areas of opportunityReview possible changes