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This is a guide for step by step approach to strategic website planning. The last section is influenced by DMM analytics model by avinash kaushik & possibility of it's integration at the time of website planning only.
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CONCEPT
PLANNING
WEBSITE STRUCTURINGCONCEPT
PLANNINGBy: Vaibhav VatsMade for:
http://in.linkedin.com/in/vatsvaibhav
CONTENTNEED IDENTIFICATION
UNDERSTANDING CUSTOMERTARGET & LAUNCH
CONTENTNEED IDENTIFICATION
UNDERSTANDING CUSTOMERTARGET & LAUNCH
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
NEED IDENTIFICATIONNEED IDENTIFICATIONOK…so you’ve decided that you need a new website and you are about to call thedevelopment company, but wait…WHY ARE YOU CREATING/UPDATING YOURWEBSITE?
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
For new website:•You do not have a website yet? (It’s 2012…and you need one now)•You’ve started a new venture or launched a new product.
For website re-design:•You’ve tracked the visitor behavior till now, against siteperformance & stats say that redesign is compulsory.
•You don’t like the design•Your marketing team dint liked the design.•Your competitor’s website is an eye candy & you want to havesomething similar.•Some abc manager have some problem with some page(s) design.•Your IT guy suggests that migration to new platform… is a must.
POSSIBLE REASONS:
O.K. you are on right track.
:D Smile..you mightalready be aware of what Iam going to say here. So,you can bunk thispresentation.
For new website:•You do not have a website yet? (It’s 2012…and you need one now)•You’ve started a new venture or launched a new product.
For website re-design:•You’ve tracked the visitor behavior till now, against siteperformance & stats say that redesign is compulsory.
•You don’t like the design•Your marketing team dint liked the design.•Your competitor’s website is an eye candy & you want to havesomething similar.•Some abc manager have some problem with some page(s) design.•Your IT guy suggests that migration to new platform… is a must.
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
:D Smile..you mightalready be aware of what Iam going to say here. So,you can bunk thispresentation.
Hi…this piece is for you.
# WHAT DO YOU DO?
Service 1
Sub services
Sub services
Sub services
Service 2
Sub services
Sub services
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
Sub services
Sub services
Service 3
Sub services
Sub services
Sub services
# HOW YOU PROMOTE?
Service 1Current promotion
strategy(Online/offline, list all methods)Sub servicesSub servicesSub services
Service 2Sub servicesSub servicesSub services
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
Sub services
Service 3Sub servicesSub servicesSub services
* Or planning to promote, incase you are doing it for firsttime.
# MAJOR WEAKNESS IN PROMOTION?
Service 1Current promotion
strategy(Online/offline) WeaknessSub servicesSub servicesSub services
Service 2Sub servicesSub servicesSub services
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
* Or challenges you see, incase you are doing it for first time.
Service 3Sub servicesSub servicesSub services
# HOW WEBSITE CHANGES WILL HELP?
Service 1Current promotion
strategy(Online/offline) Weakness
How can a newwebsite/
changes helpeach
weakness?Sub servicesSub servicesSub services
Service 2Sub servicesSub servicesSub services
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
* Spend time and be as detailed as possible.
Sub servicesSub services
Service 3Sub servicesSub servicesSub services
# HOW SURE ARE YOU?
Service 1Current promotion
strategy(Online/offline) Weakness
How can a newwebsite/
changes helpeach
weakness?
What data/ figures youhave to support your
notion.Sub servicesSub servicesSub services
Service 2Sub services
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
* Research more, it can save your time & money.
Sub servicesSub servicesSub services
Service 3Sub servicesSub servicesSub services
# Convince 66% of people involved?
Service 1Current promotion
strategy(Online/offline) Weakness
How can a newwebsite/ changes
help eachstrategy?
What data/figures you
have to supportyour notion.
Does 2/3 of people involved for eachservices agree with you. (Team leaders/
Project manager/ H.O.D's/ IT guy/Executives)
Sub servicesSub servicesSub services
Service 2Sub services
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
•Make sure you reach only to those guys, who understand their process & internet both. :P•Ask them for genuine reviews.•Keep your friend list out, if possible.
Sub servicesSub servicesSub services
Service 3Sub servicesSub servicesSub services
Take a note of their strong reviews & suggestion and Take forward/Improve/Dropyour idea.
UNDERSTANDING CUSTOMERUNDERSTANDING CUSTOMERBefore, We move ahead with website it’s important to understand customerspresence and its behavior… so that we can channelize our efforts in right direction.
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
A. WHERE ARE YOUR CUSTOMERS
•Where does your prospects spend time online?•How can you use those platforms to acquire visit to your website?•What will be the profile of visitor?•How will Earned, Owned or Paid media play role in attracting visits?•What set of efforts/ inputs will it require from you?
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
•Where does your prospects spend time online?•How can you use those platforms to acquire visit to your website?•What will be the profile of visitor?•How will Earned, Owned or Paid media play role in attracting visits?•What set of efforts/ inputs will it require from you?
B.HOW YOUR CUSTOMERS BEHAVE:
•What is the behaviour we are expecting when visitors arrive atour site?•What pages should they see? What videos should they watch?•What will make them visit again?•What is the takeaway from our website?•How have we helped the visitor’s need/query?
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
•What is the behaviour we are expecting when visitors arrive atour site?•What pages should they see? What videos should they watch?•What will make them visit again?•What is the takeaway from our website?•How have we helped the visitor’s need/query?
C.WHAT YOU WANT ..YOUR CUSTOMERS TO DO:
What is the significant outcome for your business?• A download• A telephonic call to your office• A brochure request• A qualified online lead• Signup for email promotion• People buying your product/service• A lift in brand perception
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
What is the significant outcome for your business?• A download• A telephonic call to your office• A brochure request• A qualified online lead• Signup for email promotion• People buying your product/service• A lift in brand perception
TARGET & LAUNCHTARGET & LAUNCHThis is the final phase & will include planning for the outcomes that we expect out ofour website, launching the site for the same & comparing the expected valueagainst… the achieved results.
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
1. Identifying the objective:If you have done “Need Identification” exercise discussed earlier in propermanner you will be now in position to understand, what your website’s objectiveswill be i.e. Why should you have a website?
Let’s take a case: where you are a company providing training in internetmarketing. So what can be your website ‘s objectives?
Objective 2(Lead generation)
Objective 3(Promoting your
events/workshops etc.)
Objective 1(Branding)
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
Objective 2(Lead generation)
Objective 3(Promoting your
events/workshops etc.)Try furtherdifferentiating itfor your eachservice.
Service 1:SEO training
Service 2:PPC training
Event 1:1 Day MDP
Event 2:Participation
inconference
Service 1:SEO training
Service 2:PPC training
Objective 1(Branding)
Activity:
2. Identifying the Goals:
Objective 1(Branding)
Objective 2(Lead generation)
Objective 3(Promoting your
events/workshops etc.)
Service 1:SEO training
Service 2:PPC training
Event 1:1 Day MDP
Event 2:Participation
inconference
GOAL 1:. Creating data that will helpin generating leads.
GOAL 2:. Capturing/Managingleads
Brainstorm forall the ideasthat canprovide valueto yourbusiness.
Service 1:SEO training
Service 2:PPC training
Activity:
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
GOAL 1:Sell & Talk your brand online
GOAL 1:. Creating data that will helpin generating leads.
GOAL 2:. Capturing/Managingleads
GOAL 1:Planning Integrated marketing
strategies(online-offline)
Brainstorm forall the ideasthat canprovide valueto yourbusiness.
3. PLAN CONTENT:
Objective 1(Branding)
Objective 2(Lead generation)
Objective 3(Promoting your
events/workshops etc.)
Service 1:SEO training
Service 2:PPC training
Event 1:1 Day MDP
Event 2:Participation
inconference
GOAL 1:. Creating data that will helpin generating leads.
GOAL 2:. Capturing/Managingleads
GOAL 1:Planning Integrated marketing
strategies(online-offline)
Service 1:SEO training
Service 2:PPC training
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
GOAL 1:Sell & Talk your brand online
GOAL 1:. Creating data that will helpin generating leads.
GOAL 2:. Capturing/Managingleads
GOAL 1:Planning Integrated marketing
strategies(online-offline)
Plan the heads& body ofcontent at thisstage.
Activity:Content:
Create content for trust &reputation building e.g.Services, achievements,
testimonials etc.
Content:Create content for
incentivizing visitors, landingpages & query handling.
Content:Create content for
blog/events/news section
4. Get your site designed :Objective 1(Branding)
Objective 2(Lead generation)
Objective 3(Promoting your
events/workshops etc.)
Service 1:SEO training
Service 2:PPC training
Event 1:1 Day MDP
Event 2:Participation
inconference
GOAL 1:Sell & Talk your brand online
GOAL 1:. Creating data that will helpin generating leads.
GOAL 2:. Capturing/Managingleads
GOAL 1:Planning Integrated marketing
strategies(online-offline)
Service 1:SEO training
Service 2:PPC training
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
GOAL 1:. Creating data that will helpin generating leads.
GOAL 2:. Capturing/Managingleads
GOAL 1:Planning Integrated marketing
strategies(online-offline)
It’s time you getmoving fromprototypes to yourown completewebsite.
Activity:
Content:Create content for trust &
reputation building e.g.Services, achievements,
testimonials etc.
Content:Create content for
incentivizing visitors, landingpages & query handling.
Content:Create content for
blog/events/news section
DESIGNING(All the platform & designing related issues will go in here, as now you know ..what you are creating and for
whom)
5. Install tracking & Start Analyzing:Objective 1(Branding)
Objective 2(Lead generation)
Objective 3(Promoting your
events/workshops etc.)
Service 1:SEO training
Service 2:PPC training
Event 1:1 Day MDP
Event 2:Participation
inconference
GOAL 1:Sell & Talk your brand online
GOAL 1:. Creating data that will helpin generating leads.
GOAL 2:. Capturing/Managingleads
GOAL 1:Planning Integrated marketing
strategies(online-offline)
Service 1:SEO training
Service 2:PPC training
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
GOAL 1:. Creating data that will helpin generating leads.
GOAL 2:. Capturing/Managingleads
GOAL 1:Planning Integrated marketing
strategies(online-offline)
Implementtracking, onyour efforts.
Activity:
Content:Create content for trust &
reputation building e.g.Services, achievements,
testimonials etc.
Content:Create content for
incentivizing visitors, landingpages & query handling.
Content:Create content for
blog/events/news section
DESIGNING(All the platform & designing related issues will go in here, as now you know ..what you are creating and for whom)
TRACKING & ANALYSIS(Add analytics, Create KPI”S, Fix Target’s & apply segmentation on received data)
THANKS FOR YOUR TIME
For any queries reach at: Content reference &Further readingsuggestion:
•Digital Marketing &Measurement model by AvinashKaushik.
For any queries reach at:
[email protected]@gmail.com
+91-8447207577
Content reference &Further readingsuggestion:
•Digital Marketing &Measurement model by AvinashKaushik.
http://in.linkedin.com/in/vatsvaibhav
IntroductionI am Vaibhav Vats, an internetmarketing consultant by professionand have worked for verticals ofReal estate, Education,Manufacturing & Retail. I help myclients with social media, onlineadvertising & search enginestrategies. Currently I work asinternet marketing-accountconsultant for couple of companiesbased out of Delhi & Chandigarhand IM trainer at Delhi School ofInternet Marketing.
Delhi School of Internet Marketingis an internet marketing traininginstitute providing trainingprograms in internet marketing forstudents, entrepreneurs &executives. Visit website for details.
I am Vaibhav Vats, an internetmarketing consultant by professionand have worked for verticals ofReal estate, Education,Manufacturing & Retail. I help myclients with social media, onlineadvertising & search enginestrategies. Currently I work asinternet marketing-accountconsultant for couple of companiesbased out of Delhi & Chandigarhand IM trainer at Delhi School ofInternet Marketing.
I started working as a part time seo freelancer for localvendors in 2007 & after my bachelor’s in computers joined asupply chain consulting firm as an IT business analyst where iworked with various corporate like HP, Asahi glass India,Chitkara & LDFO to name a few. Combining my projectconsulting experience in retail, education & manufacturingdomain and self-practiced internet marketing interest i startedfull time internet marketing career as an online promotionlead- for an IT startup based in Chandigarh, India.
How I am here ?
Delhi School of Internet Marketingis an internet marketing traininginstitute providing trainingprograms in internet marketing forstudents, entrepreneurs &executives. Visit website for details.
By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav