Put your Website to work to attract the new customer. Catherine Turner

Transcription

1 Put your Website to work to attract the new customer Catherine Turner

2 Objectives To help you develop a clear plan of the improvements needed to compete in this market: Website Content Website Functionality Website editing ability Marketing Search engine optimisation ensuring the website is seen as often as possible Consider options for a new site

3 Your audience? years (62.7%) Male Mainly Nomadic

4 UK Internet Users Regular internet use by age-group 69% 58% 11m 15m 37%

5 Website Functionality & Compelling Changing Creative Community Content Checklist Is your site: Compatible Compliant Connected Commercial

6 Compelling Design Content and pictures Clear instructions Testimonials Are you selling the dream they are searching for?

7 Compelling?

8 Compelling photos Easy navigation Compelling text Interesting News Member Log in Dynamic Weather Feed Google location map

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10 <table width="190" height="120" cellpadding="0" cellspacing="0" border="0"> <tr> <td background=" <table width="190" height="120" cellpadding="0" cellspacing="0" border="0"> <tr height="80"><td> </td></tr> <tr height="40"><td align="center"><form name="metcheck" action=" target="_blank"><input type="text" name="zipcode" value= CO6" size="5" onclick="this.value=''"> <input type="submit" value="forecast"></form></td></tr> </table> </td> </tr> </table>

11 Embedded Google Map

12 Connected Link to:

13 Commercial? Does your site have 5 data capture points: Visitor green fees rates, availability New member membership details Society packages and prices Lessons/Pro shop individual and group details Newsletter advanced offers, news Call to action on every page?

14 The Key to Success is Knowledge! Use your database knowledge to develop trust. Know which offers they respond to Know which offers they respond to Know which offers they bought Know where they come from Know who their friends are

15 Editing your Website How easy is your site to edit?

16 Can you Update at any time with no expertise Add unlimited number of pages Delete page Change content within pages Manage your database online Communicate using and newsletter Monitor website stats

17 Content Management - the inside story

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23 Costs Bespoke Site k (plus hosting) Off the shelf industry customised Golf Club Network 395 max ( 695 annually) DIY website 0 (Real cost??)

24 Measuring site Traffic What do you measure about your site visitors? Number of visitors Number of pages viewed Which pages they viewed How long they stayed on your site Which page did they exit on? Which keywords they used to find your site How many came from links on other sites Where they clicked on your pages

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26 Web Reporting tools

27 Web Reporting tools

28 Web Reporting tools

29 Google Analytics Click Pattern Overlay

30 Get Google Analytics How to get reports from Google: Go to and create an account Sign in to the new account Under My Account choose Analytics Enter the website you want to report on Place the Google code to place in the website header Check the analytics at least monthly

31 Summary Your website is your shop window representing you 24x7! It attracts, invites, reassures, informs and captures data It must be easy to update and central to the marketing of the club It is your most cost effective and measurable marketing tool Invest wisely and be ahead of the game

32 How do you score?

33 Break

34 In this session Driving traffic to your website Your site Action Points

35 How to Drive traffic to your Website Include website address on everything Direct enquirers to the website for more information and be proud of it! Plan and use an marketing campaign Optimise your site with the Search Engines to improve visibility Ask for links from other websites and golf directories EGU Golf Central (2009) Try Pay per click (PPC) advertising

36 marketing Different types of Membership Renewal (reminders) automated Auto responder s automated when enquirer signs up or enquires through the site e-newsletters to inform and remind Promotional s sent for tactical purposes a targeted invitation requiring an action...

37 Have a plan MAY E-newsletter Membership Renewal Invitation to past members Bank Holiday Mixed Reminder All Current members Past members Mixed 1

38 Writing s Write your s as if you are talking Personalise it Dear James Send it from a named person Keep the text short, to the point and compelling Drive traffic to your website for more information Include un-subscribe

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42 E-Newsletters via the website Select a template from your editing suite Use your database to target your offers (members, juniors, ladies) Avoid being an bore!

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44 Measure their effectiveness Part of your website package How many did you send? How many bounced? How many were opened? How many and who clicked through to your site? Which links did they select? How many unsubscribed?

45 Reporting tools

46 Action 1: Get Communicating! Get an marketing programme or use the one you have Make a plan of what to send to who and when Monitor the results, group those who click through (warm prospects) and use offline marketing methods to close the sale Keep your database up to date and add everyone to it

47 Being Found on the Web Search Engine Optimisation (SEO) Speed of loading reduce pictures to smaller files Meta data alt title and description tags At least 200 words on home page Density of keywords used in titles and description to be 5% but still make sense Stick to dark text and light background Include links to other pages and to external sites

48 Meta Data alt tags Alt tags describe images

49 Meta Data title tags

50 Why Title Tags are important

51 Meta Description

52 Density of Keywords The text on each page should aim to contain each keyword used in the title tag and description tag for that page to a density of 5% density, and still make sense! Aim to use keywords as anchor text for links as often as possible Download advice from Remember: Each page needs title and description tags

53 Links Links from other websites Links determine popularity and relevance of site Must be relevant and preferably reciprocal Internal Links Links between pages of the site help the google spiders to visit each page

54 Internal Links

55 Pay per Click Pay per click

56 SEO Checker

57 instantposition.com

58 Action 3: Optimise the Site Run your site through Change the elements with low scores Check your google analytics Diary date to check again every month as you will have added and edited during that time

59 Your Actions? Compelling? Changing? Creative? Community? Compatible? Compliant? Commercial? Connected? Marketing? Google Analytics? Website Optimisation? What changes do you need to make? Can you make them with your existing supplier?

60 Action Summary Write down: 5 action points which will improve your e-marketing What you need to do to achieve them When you ll do them by