Essentials of Web Site Marketing

1. Introduction and Background Information Elements of Web Site Design Marketing and Driving Traffic ADA Compliance Trends for the Future Essentials of Web Site Marketing

2. Web Terminology Hits – The retrieval of any item, like a page or a graphic, from a Web server. For example, when a visitor calls up a Web page with four graphics, that's five hits, one for the page and four for the graphics. For this reason, hits often aren't a good indication of Web traffic Page View – A Web page that has been viewed by one visitor. Page views are often used in online advertising, where advertisers use the number of page views a site receives to determine where and how to advertise. Visit – a Web user with a unique address entering a Web site at some page for the first time that day (or for the first time in a lesser time period). The number of visits is roughly equivalent to the number of different people that visit a site. This term is ambiguous unless the user defines it, since it could mean a user session or it could mean a unique visitor that day. Unique Visitor – someone with a unique address who is entering a Web site for the first time that day (or some other specified period). Thus, a visitor that returns within the same day is not counted twice. A unique visitors count tells you how many different people there are in your audience during the time period, but not how much they used the site during the period.

3. Eight in Ten Americans Now Have Access to the Internet Source: Edison Media Research

4. Average Time Spent Online in the Past 24 Hours (Hours: Minutes) 1:03 0:58 0:53 0:41 Edison Media Research

5. The Number of Americans Who Have Ever Bought Online Has Tripled in Three Years Source: Edison Media Research

6. Teens and college students comprise 23% of all online users Black and Hispanic populations are within a few percentage points of White households in online usage 80% of online White and Black households are heavy users of the internet The Online Population

7. The “Digital Divide” is Narrowing for African-Americans and Hispanics 81% 74% 76% 70% 67% 64% 57% 51% 43% Edison Media Research

8. Online Media has Eclipsed Print…... USAGE HOURS SPENT PER WEEK Source: Jupiter Communications

9. Information Architecture Standards Consistent Design Throughout Navigation Principals Layout and Design Graphic Fundamentals Content Elements of Web Site Design

10. Information Architecture • Information architecture has three basic principal objectives: • To help people find the content they need as quickly as possible • To put content in context so that it becomes part of a cohesive body of knowledge • To present content in its most readable format

11. The Benefits of Standards • A more consistent and familiar experience for the reader • A more cost effective environment to develop your site • A faster development timeframe • An easier environment to manage

12. Amazon – United States

13. Amazon – United Kingdom

14. Amazon - Denmark

15. Amazon - France

16. Habit = Brand Loyalty - Changing structure breaks habitual behavior - Stick with a design if it works 1998 1999 2000 2001 2002 2003

17. Navigation Principals Navigation is a sign post to get somewhere. Its what is on your navigation that counts, not how it looks. Be consistent! Microsoft Word Microsoft Excel Microsoft Power Point

18. Layout and Design • Avoid using italics (hard to read) • Avoid using bold within the body of the text • Never use underline unless it is a link • Choose sans serif fonts • Avoid using small font sizes • Avoid things that move • Keep it simple, functional and fast downloading • Don’t lock your font size • 50K max per page • Keep in mind that 90% of the world still uses 56K modems or less

19. Graphic Fundamentals • Graphic images should be small in actual size and file size • Consider using thumbnails if larger images are required • Always use alt tags for images (ADA compliance) • Icons should have descriptive text associated with them • If images are associated with a clickable story, the image should also link to that story

20. Content Rules • Replace rotting, out of date content. Content MUST be kept up to date. Older content should be removed completely from your site. • Out of date content will turn people away from your site and they will not return. • Always lead with your best content. • We have created a professional publishing and content management system. Very few colleges across the country have a system this good. • Don’t fight to get the readers attention, you already have it! Give them the information they need and are looking to find. • Note: For everyone page printed in a book, there are 30,000 pages saved on the Internet and computers.

21. Benefits of Content Management • Easier for non-technical editors and authors to create, edit, and publish content on their Web site • Easier for you to manage who creates, edits and publishes content. • Can reduce the need for training, and the daily stream of calls to the IT department. • Reduces time-to-publish, allowing you to get content on your site faster. • Allows for the design and evolution of a professional information architecture. • Facilitates better content security. It can control who is allowed to publish to the Web site, and who is allowed to see what content. • Allows you to easily measure the success of your publishing efforts.

22. One Final Thing on Content … What’s the one word that best describes the online reader?

23. IMPATIENT! Place key words in your headings Place your key message in the first paragraph, not at the end Online readers read in chunks Online readers “scan read” Online readers jump between content

24. Emails Newsletters Links Search Banners Signature Files Offline Print Materials Branding Marketing and Driving Traffic

25. Inexpensive Faster than direct mail You can track the results Increasing numbers of people are using email at work and at home Email Marketing: Why do it?

26. Anti-spam legislation - the House of Representatives passed the first bill that will hold email marketers accountable for the influx of bulk unsolicited email, commonly known as "spam." Declining efficiency of all online marketing – the downturn in the economy has led to more advertisers turning away from the internet due to the tracking that is available. No other industry tracks like the internet. Ever-increasing consumer wariness and mistrust – readers have yet to accept the internet as a legitimate commerce industry. The numbers are growing but there is still a huge “trust” problem with the internet. The Rules Are Changing

27. Spam Statistics • 8,900,000,000 - The amount, in U.S. dollars, that unwanted commercial email cost U.S. corporations in 2002 (Ferris Research). • 780,000,000 - Number of spam emails that AOL blocks from member mailboxes every day (AOL press release, February, 2003). • 45% - percentage of email that was spam in 2003 • 70% - percentage of email that will be spam in 2007 • 70% - Percentage of today’s spam that is illegal under one or more current laws in the United States (according to studies quoted by the Federal Trade Commission, February, 2003). • 80% - Percentage of Harris Poll respondents who said they considered spam "very annoying" in Fall of 2002

28. Newsletter Marketing Strategy Why are you doing this? Who are you writing to? What are you writing about? What voice should you use? Customer Retention – bringing back people who are already your customers. NOT Customer Acquisition.

29. Is your website ready? Dynamic Up to date Specific pages for tracking? Is your fulfillment system ready? What happens if it WORKS? Are you ready for success?

30. Three Types of Newsletters • Rich Media • Movement, integrated video, color, music • Very large file size, broadband subscribers only • HTML • Color, graphic design, imbedded links • WSU Department Tools offers this option • Larger file size, cannot be accepted by all email systems • Text • Black and white typing with URL listings • WSU Department Tools offers this option • Most reliable for basic information, accepted by all email systems

31. Important Laws of Newsletters Just because it CAN be done doesn’t mean it SHOULD be done. You will feel the wrath of your subscribers if you send them anything other than a text email at the beginning. Let them opt in for HTML or choose this option when subscribing. Provide examples of all emails offered. Let your readers make the choice.

32. Newsletters • If possible, send the first week of every month • If not, send at least quarterly • The more frequent you send a newsletter, the shorter it should be • Use a design template that matches web or print publications • Identify yourself in the “subject line” and “from” lines for immediate recognition • Each newsletter must link back to your URL’s • Always include an option to unsubscribe

33. Current WSU Newsletters • Inside WSU • WSU Alumni Newsletter • Education, Fine Arts, Business, LAS, Engineering, and CHP • Broadcast Announcements • News Digest • Department Tools

34. Three Key Items for Newsletters Resources spent on newsletter strategies are more valuable than the same resources spent in print strategies A website built around a newsletter strategy is more valuable than a website built around itself Newsletter oriented thinking will yield better strategic web thinking overall

35. The Marketing Power of Newsletters Newsletters are person to person contact that establishes personal relationships quickly Newsletters creates a circle from your website to your audience and back to your website that increases traffic and maintains relationships As a result, people engaged are more likely to take the “desired action steps” at the appropriate time - Giving to the annual fund - Sending an enrollment application or deposit - Respond to requests for information or “call to action”

36. Effective Email/Newsletters Respond quickly and in detail Use recognizable name in subject line Make sure your links work Subject line and first sentence are most important

37. Interactive Newsletter Response • When anyone subscribes to your newsletter, the following should be done: • Thank or welcome the sender by name • Say when information requested will arrive • Contain information about the topic requested • Links to more information about the area of interest • Offer subscriptions to other newsletters offered

38. Practical Newsletter Tips • For in-house list, use your college name in the subject line (only spammers hide) • Always include the date (month) in the subject line so readers know how often the newsletter is sent • For purchased lists (admissions), try to use the name of the list they are already on • Make sure links are always clickable • Make your “opt out” method clear • Think of your subject line as an envelope teaser, you have 3-5 seconds • Key text message in the first 5-6 lines • One sentence first paragraph to grab attention • NEVER email more than once per week

39. Newsletter Opt-In Permissions • Select from three affirmative consent options • Double Opt-in – users check a box, receive an email verification, respond to the email, and then they are added to the list • Confirmed Opt-in – users check a box or register, then receive an email confirmation • Single Opt-in – users check a box or register and are immediately subscribed

40. Newsletter Success? How Will You Know if it Works? • Watch how subscriptions build • - track any marketing to see its impact on subscriptions • Note how often people drop off the list, ask them why • Count click-throughs from newsletter to your website • - this will tell you which of the stories generate the most interest • Always remember that the newsletter is to cultivate a relationship • it is best to not ask for money from your regular newsletter • its ok to keep them informed of fund progress and take them to a website to donate

41. The Bottom Line on Newsletters • The best email list is the one you build yourself • Through ads • Through publications • Through word of mouth • Through viral marketing • Newsletter/Emails marketing is a cultivation tool to build relationships • Know your reader and personalize as much as possible • Respond rapidly to feedback and reader concerns and suggestions • Become your department (or college) leader. Immerse yourself in web marketing ideas and opportunities • Use your resources.

42. Links • Get as many links to your site from other sites. This will help you on search engines. • Ask similar sites to link to you in exchange for you linking to them. • Make sure your URL’s are simple and easy to understand so people can remember where to link. • Create unique content so people will link to you for information

43. Search • Have a search engine on your site for readers to find what they are looking for quickly. • Google provides a free tool for users to search your site or the Internet • Getting on search engines depends on you, not them. • Search engines like Google rank first on the relevance of the search and second on the number of links to your site. • Paying for search engine placement • Buy specific words. Be as specific as possible. You don’t want to pay for searches that have no relevance to your site.

44. Four types of ads. Skyscrapers - tall ads usually placed down the right hand side of a site Buttons – small 120x90 or 100x100 placed for smaller impact Banners – 468 x 60 but various sizes are now appearing Search Engine Link – links on search engines that are bought Banners • Three types of buys. • Cost per click – pay every time someone clicks on your ad (most expensive) • Specific Page Placement – banner placed on certain pages of a site • Run of Site – random placement throughout the site (least expensive)

45. Placed at the bottom of your email, they can be very effective if used correctly. Use short URL Describe the Web Site if it is not known by the URL ALWAYS place at the bottom of your email Signature Files Mark Eby Director of Interactive Marketing Wichita State University 316-978-3335 316-978-3776 (fax) Email: mark.eby@wichita.edu http://www.Wichita.edu http://www.WichitaNetwork.com

46. Use Simple URL’s www.wichita.edu/library www.wichita.edu/education Offline/Print Materials • Print URL on Everything • no extra cost in putting a URL at the bottom of the page • Create Jump Pages • Create special pages for promotions or ads you are running • Track this URL to determine if the ad was effective • Get people where they want to go quickly and instantly • Don’t send them away from your page easily

47. Jump Pages www.wichita.edu/fair www.wichita.edu/halloween

48. Branding for the Web Branding is working when your image is clear and sets you apart - BMW is… - Harvard is… - Pepsi is… - New York City is… - France is… - Amazon.com is… Your business is…???

49. Branding and the Web • The power of your website as a branding tool is most closely related to the experience your visitor has at the site • And this means paying very close attention to content and usability criteria • Does your website reflect what your business is? • Can people find what they want? • Does your website change so much that people become confused?

50. Your Website Builds Your Brand • Creates a positive experience for visitors • Reflects and supports the existing brand • The better regarded your brand, the higher the expectation of your website • Integrates with other communications • Acts as a home for loyal visitors • Is special…provides something relative to the brand that nobody else in that category can duplicate