Website Promotion
Honduras 12
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15 November
Wybren Bouwes
start
Example
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marketing
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goals
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site check
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instruments
Evaluation
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@dvice
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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
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marketing
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goals
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site check
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instruments
Evaluation
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@dvice
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goals
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marketing
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site check
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goals
marketing goals
content goals
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instruments
Evaluation
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@dvice
Marketing goals
Marketing goals
1.
new customers
2.
cross selling
3.
lowering costs
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marketing
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site check
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goals
marketing goals
content goals
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instruments
Evaluation
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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!!!
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marketing
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site check
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goals
marketing goals
content goals
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instruments
Evaluation
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@dvice
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site check
“When the first impression isn’t good …
the user will never return”
(Jacob Nielsen and Mari Tahir)
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marketing
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goals
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instruments
Evaluation
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@dvice
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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
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marketing
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goals
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instruments
Evaluation
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@dvice
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sites check
elements
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instruments
How in the WWW will they find you?
sem
linking
signature line
e
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mail
market places
others
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marketing
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goals
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site check
Evaluation
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@dvice
E
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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
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mail
market places
others
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marketing
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goals
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site check
Evaluation
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@dvice
E
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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
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mail
market places
others
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marketing
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goals
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site check
Evaluation
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@dvice
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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">
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linking
signature line
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mail
market places
others
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marketing
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goals
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site check
Evaluation
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@dvice
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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
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mail
market places
others
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marketing
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goals
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site check
Evaluation
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@dvice
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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
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mail
market places
others
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marketing
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goals
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site check
Evaluation
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@dvice
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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
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370001
o.roukens@3xf.nl
http://www.3xf.nl
“Experience the power of internet”:
http://www.3xf.nl/internettraining/
= = = = = = = = = = = = = = = = = = = = = = = = = = = =
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linking
signature line
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mail
market places
others
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marketing
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goals
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site check
Evaluation
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@dvice
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instruments
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mail
Fair Trade organizations:
‘E
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mail most important communication medium’
Source: Big World
•
nettiquette
•
B2B
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> personal
•
no Spam (example Canter and Siegel)
sem
linking
signature line
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mail
market places
others
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marketing
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goals
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site check
Evaluation
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@dvice
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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
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watch.org
(select publications)
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linking
signature line
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mail
market places
others
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marketing
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goals
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site check
Evaluation
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@dvice
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instruments
e
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crafts ( / )
e
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coffee ( / )
1
2
intro
1
2
Market places
Findings
•
India and Bangledesh
(
www.big
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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
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linking
signature line
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mail
market places
others
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marketing
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goals
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site check
Evaluation
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@dvice
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instruments
e
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crafts
( / )
e
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coffee ( / )
1
2
intro
1
2
Market places
Recommandations B2B
1.
On
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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
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mail
market places
others
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marketing
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goals
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site check
Evaluation
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@dvice
E
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instruments
e
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crafts
( / )
e
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coffee ( / )
1
2
intro
1
2
Market places
E
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commerce and Development Report (2003)
http://r0.unctad.org/ecommerce/ecommerce_en/edr03_en.htm
Findings E
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markets
Many coffee e
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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
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established personal contacts
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linking
signature line
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mail
market places
others
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marketing
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goals
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site check
Evaluation
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@dvice
E
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instruments
e
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crafts ( / )
e
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coffee
( / )
1
2
1
2
intro
Market places
Finding E
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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
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linking
signature line
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mail
market places
others
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marketing
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goals
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site check
Evaluation
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@dvice
E
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instruments
e
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crafts ( / )
e
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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
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mail
market places
others
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marketing
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goals
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site check
Evaluation
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@dvice
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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/
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marketing
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goals
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site check
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instruments
Evaluation
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@dvice
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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!!!
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marketing
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goals
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site check
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instruments
Evaluation
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@dvice
goals
instrument
s
remarks
who
finished
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