Put your Website to work to attract the new customer Catherine Turner
Objectives To help you develop a clear plan of the improvements needed to compete in this market: Website Content Website Functionality Website editing ability E-Mail Marketing Search engine optimisation ensuring the website is seen as often as possible Consider options for a new site
Your audience? 25-54 years (62.7%) Male Mainly Nomadic
UK Internet Users Regular internet use by age-group 69% 58% 11m 15m 37% 2000 2007 25-44 45-54 55-64
Website Functionality & Compelling Changing Creative Community Content Checklist Is your site: Compatible Compliant Connected Commercial
Compelling Design Content and pictures Clear instructions Testimonials Are you selling the dream they are searching for?
Compelling?
Compelling photos Easy navigation Compelling text Interesting News Member Log in Dynamic Weather Feed Google location map
www.metcheck.com
http://www.metcheck.com/v40/uk/other/link2us.asp <table width="190" height="120" cellpadding="0" cellspacing="0" border="0"> <tr> <td background="http://www.metcheck.com/remote/metcheck190x120.gif"> <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="http://www.metcheck.com/v40/uk/free/today.asp" 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>
Embedded Google Map http://maps.google.co.uk/
Connected Link to: www.englishgolf-courses.co.uk www.totalgolfclub.com www.uk-golfguide.com www.todaysgolfer.co.uk www.englishgolfguide.com www.golftoday.co.uk www.golf-monthly.co.uk www.egugolfcentral.co.uk www.golfvenues.co.uk
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?
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
Editing your Website How easy is your site to edit?
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 email and newsletter Monitor website stats
Content Management - the inside story
Costs Bespoke Site - 3-30k (plus hosting) Off the shelf industry customised Golf Club Network 395 max ( 695 annually) DIY website 0 (Real cost??)
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
Web Reporting tools
Web Reporting tools
Web Reporting tools
Google Analytics Click Pattern Overlay
Get Google Analytics How to get reports from Google: Go to www.google.co.uk 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
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
How do you score?
Break
In this session Driving traffic to your website Your site Action Points
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 e-mail 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
E-mail marketing Different types of email: Membership Renewal (reminders) automated Auto responder emails automated when enquirer signs up or enquires through the site e-newsletters to inform and remind Promotional Emails sent for tactical purposes a targeted invitation requiring an action...
Have a plan MAY 1 2 3 4 5 6 7 8 9 10 11 12 14 14 15 E-newsletter Membership Renewal Invitation to past members Bank Holiday Mixed Reminder All Current members Past members Mixed 1
Writing emails Write your emails 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
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 email bore!
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?
Email Reporting tools
Action 1: Get Communicating! Get an email 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
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
Meta Data alt tags Alt tags describe images
Meta Data title tags
Why Title Tags are important
Meta Description
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 www.wordtracker.com Remember: Each page needs title and description tags
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
Internal Links
Pay per Click Pay per click
SEO Checker
instantposition.com
Action 3: Optimise the Site Run your site through www.instantposition.com 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
Your Actions? Compelling? Changing? Creative? Community? Compatible? Compliant? Commercial? Connected? Email Marketing? Google Analytics? Website Optimisation? What changes do you need to make? Can you make them with your existing supplier?
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