Website Promotion - FPX-Honduras

Website Promotion

Honduras 12
-
15 November

Wybren Bouwes

start

Example

E
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marketing

E
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goals

E
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site check

E
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instruments

Evaluation

E
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@dvice

E
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marketing


Step 4 Evaluation

Step 1 Determine
goal(s) and target
groups


Step 3 Promotion
instruments



Step 2 Judge and
improve website

E
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marketing

E
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goals

E
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site check

E
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instruments

Evaluation

E
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@dvice

E
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goals

E
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marketing

E
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site check

E
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goals

marketing goals

content goals

E
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instruments

Evaluation

E
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@dvice

Marketing goals

Marketing goals

1.
new customers


2.
cross selling


3.
lowering costs

E
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marketing

E
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site check

E
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goals

marketing goals

content goals

E
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instruments

Evaluation

E
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@dvice

Content goals

Define
target groups

•

agents / importers / ….


•

(one) priority EU country


Define goals for each target group

•

knowledge


(information about your product / services / …)


•

attitude


(reliability / credibility / …)


•

action


(brochure / contact / samples / RFO / …)


Prioritise!!!

E
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marketing

E
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site check

E
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goals

marketing goals

content goals

E
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instruments

Evaluation

E
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@dvice

E
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site check

“When the first impression isn’t good …

the user will never return”








(Jacob Nielsen and Mari Tahir)

E
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marketing

E
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goals

E
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instruments

Evaluation

E
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@dvice

E
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sites check

elements

Elements to check (p. 11 to 15 M@nual)

•

content


(goals, correct presentation …)


•

navigation


(lay out, effective homepage …)


•

communication


(scan, header, short paragraphs …)


•

user friendliness


(loading time …)



Usability differs per EU country!

Elements

E
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marketing

E
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goals

E
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instruments

Evaluation

E
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@dvice

E
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sites check

elements

E
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instruments

How in the WWW will they find you?

sem

linking

signature line

e
-
mail

market places

others

E
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marketing

E
-
goals

E
-
site check

Evaluation

E
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@dvice

E
-
instruments

Search Engine Marketing

Title tag

•

appears on top of HTML code …


<title> and </title>


•

< 60 characters


•

name company + most important keywords


target group(s)



Example:
Skiffy
(
www.skiffy.com
)


<title>Skiffy plastic parts, Skiffy metal parts,

components</title>

sem

linking

signature line

e
-
mail

market places

others

E
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marketing

E
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goals

E
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site check

Evaluation

E
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@dvice

E
-
instruments

title

description

keywords

other

Search Engine Marketing

Description tag

•

description of search results of search engines


(triggers to click)


•

< 13 words


Example:
Skiffy
(
www.skiffy.com
)


<META NAME="Description"

CONTENT="Skiffy interactive order site for

plastic parts, metal parts and components">


sem

linking

signature line

e
-
mail

market places

others

E
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marketing

E
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goals

E
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site check

Evaluation

E
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@dvice

E
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instruments

title

description

keywords

other

Search Engine Marketing

Keywords tag

•

additional text for search engines


•

not be repeated more than three times


•

max 874 characters


•

most important for directories


Example:

Skiffy
(
www.skiffy.com
)


META NAME="Keywords"

CONTENT="spacers, slide, bearings, washers,

locking rings, fixing, retaining, insulation,

sleeves, … , ion, covers ,assortments">


sem

linking

signature line

e
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mail

market places

others

E
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marketing

E
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goals

E
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site check

Evaluation

E
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@dvice

E
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instruments

title

description

keywords

other

Search Engine Marketing

Other elements to consider

1.
page ranking (number and quality of

hyperlinks to your website)


2.
check competitors / own site

www.scrubtheweb.com


3.
manual submission EU countries

www.whitelines.nl








More in m@nual checklist p.30

sem

linking

signature line

e
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mail

market places

others

E
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marketing

E
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goals

E
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site check

Evaluation

E
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@dvice

E
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instruments

title

description

keywords

other

Linking

Ask for a link to your website at

directories / associations …


Example: Cascahuin (Mexico)

www.cascahuin.com.mx/english/home_english.html


Results

•

more traffic

•

higher page ranking


Tools

•

important directory
www.dmoz.org

•

competitor’s analysis
www.linkpopularitycheck.com

•

internet research
www.google.com


sem

linking

signature line

e
-
mail

market places

others

E
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marketing

E
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goals

E
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site check

Evaluation

E
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@dvice

E
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instruments

Signature line

= = = = = = = = = = = = = = = = = = = = = = = = = = = =

Onno Roukens

Facts Figures Future

Specialized in website promotion and market research

Kommisjewei 33, 9218 PC Opeinde

Tel: + 31 (0)512
-
370060 Fax: +31 (0)512
-
370001

o.roukens@3xf.nl


http://www.3xf.nl


“Experience the power of internet”:


http://www.3xf.nl/internettraining/


= = = = = = = = = = = = = = = = = = = = = = = = = = = =


sem

linking

signature line

e
-
mail

market places

others

E
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marketing

E
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goals

E
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site check

Evaluation

E
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@dvice

E
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instruments

E
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mail

Fair Trade organizations:

‘E
-
mail most important communication medium’

Source: Big World


•

nettiquette

•

B2B
-
> personal

•

no Spam (example Canter and Siegel)



sem

linking

signature line

e
-
mail

market places

others

E
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marketing

E
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goals

E
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site check

Evaluation

E
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@dvice

E
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instruments

Market places

Definition

Virtual online market


Topsites

www.emarketservices.com

(select eMarkets Basics)


•

are you ready?

•

selecting the right market place


www.ebusiness
-
watch.org
(select publications)


sem

linking

signature line

e
-
mail

market places

others

E
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marketing

E
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goals

E
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site check

Evaluation

E
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@dvice

E
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instruments

e
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crafts ( / )

e
-
coffee ( / )

1

2

intro

1

2

Market places

Findings

•

India and Bangledesh



(
www.big
-
world.org/projects/141.asp
)


•

sales are disappointing


Barriers B2C

1.
You can see, but you cannot touch,

feel and smell’


2.
Digital photographs are not colour accurate


3.
Consumers expect high service standards


4.
Trusting the company / brand


5.
Financial security


6.
Personal data


sem

linking

signature line

e
-
mail

market places

others

E
-
marketing

E
-
goals

E
-
site check

Evaluation

E
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@dvice

E
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instruments

e
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crafts

( / )

e
-
coffee ( / )

1

2

intro

1

2

Market places

Recommandations B2B

1.
On
-
line catalogues helpful when dealing

in B2B


2.
Design input from professional designers

from Europe


3.
Email (cost savings, high speed,

cheap marketing tools)


4.
Multimedia, new, cost
-
effective ways

of promoting


5.
Market information, e.g. what craft goods are

currently on sale in Europe?


sem

linking

signature line

e
-
mail

market places

others

E
-
marketing

E
-
goals

E
-
site check

Evaluation

E
-
@dvice

E
-
instruments

e
-
crafts

( / )

e
-
coffee ( / )

1

2

intro

1

2

Market places

E
-
commerce and Development Report (2003)

http://r0.unctad.org/ecommerce/ecommerce_en/edr03_en.htm


Findings E
-
markets

Many coffee e
-
markets are closed


Fail factors

1.
have not been able to reach the critical mass


2.
actual samples are important


3.
buyers and traders prefer to maintain their

long
-
established personal contacts


sem

linking

signature line

e
-
mail

market places

others

E
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marketing

E
-
goals

E
-
site check

Evaluation

E
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@dvice

E
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instruments

e
-
crafts ( / )

e
-
coffee

( / )

1

2

1

2

intro

Market places

Finding E
-

auctions

Auction Brazil’s Cup of excellence: SUCCES!

www.cupofexcellence.org/DesktopDefault.aspx?tabid=161


Success factors

1.
guaranteed minimum prices for the

initial auction


2.
jury consists of coffee experts from

several countries


3.
sending samples




This model has been followed by other

countries

sem

linking

signature line

e
-
mail

market places

others

E
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marketing

E
-
goals

E
-
site check

Evaluation

E
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@dvice

E
-
instruments

e
-
crafts ( / )

e
-
coffee

( / )

1

2

intro

1

2

Others

•

affiliate marketing

•

viral marketing

•

testimonials
(
http://catgen.com/nepalcraft/
)

•

newsgroups

•

newsletter or e
-
zine

•

returning visitors techniques

•

press releases

•

banners

•

trade leads

•

offline promotion
(
www.ethiogift.com
)





More information in m@nual chapter 3

sem

linking

signature line

e
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mail

market places

others

E
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marketing

E
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goals

E
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site check

Evaluation

E
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@dvice

E
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instruments

Evaluation

“However beautiful the strategy, you should

occasionally look at the results’’





(Sir Winston Churchill)


Trackers / visitors information

www.tellertest.com/en/


Page ranking

www.scrubtheweb.com


Search engine ranking

www.webpostiongold.com

www.vivens.nl/zoek/


E
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marketing

E
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goals

E
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site check

E
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instruments

Evaluation

E
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@dvice

E
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@dvice

How in the world wide web will they find you??


Homework

•

make website promotion plan


•

mind: goals, website quality, instruments,


evaluation


•






•

more information: m@nual website promotion


(websites)


Do your homework and
result

will be!!!

E
-
marketing

E
-
goals

E
-
site check

E
-
instruments

Evaluation

E
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@dvice

goals

instrument
s

remarks

who

finished