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Shortcuts Stand out from the crowd – need to know brand and marketing essentials
Category: Olympics
10 tips to maximise growth through your website
Many of the social organisations we work with are going through huge changes, using their “ten year strategy” to answer the question “what would a digitally-enabled organisation look like?” and “how will we thrive in an increasingly digital world?”. These are perfect questions to help shape the future and current offering and the following related questions helped us in working through our recent projects with the Fairtrade Foundation and The British Trust for Ornithology (BTO).
Mapping the user experience and developing wireframe and related colour schemes for the navigation
1.What’s not working well at the moment? Where are audiences dropping off / not going – why is this?
2.What are your analytics telling you? Do you understand the audience needs and do these change by age / other demographics? Why is that? Do you know how people are using your site?
3.Are you ready for Mobilegeddon? Do start the process of ensuring your site works on different devices from interactive white screen to phones. You probably already know that Google’s search ranking will be affected by how mobile friendly your site it. There is an easy mobile friendly test you can do.
The mobile experience for teachers using Fairtrade resources
4.Is your SEO / social strategy good enough? Read Google’s guide to SEO, again Google will look harshly at copy that is too small and links that go nowhere. Defining your strategy beforehand (starting with the web copy), will help you prioritise what your main services are.
5. Do you have a strong concept / design? People like ideas- a strong concept can really lift your site usage.
6.Do you have the right sign-up points? Getting the balance right is essential; too many and people will click off your site. Having the main touch points clearly labelled will increase conversion to sales, and to your newsletter sign up.
Clear and interesting sign up points help the user
7.Why not ask people what they would like to use the site for in the future? Regular users of your site will often have as good ideas as anyone for how the experience could be made even better, we’ve found tapping this interest and using some of their ideas is crucial.
8.Are you using it as a living / agile website? Agile roll-outs are best. Too often the process is to map the user experience to a wireframe and then build the site over 10-16 weeks, which is fine. But it’s better to keep the site alive and agile, adding new features and functionality, so the site has a beginning but no end. There is no web 2.2.
9.Are you linking your CRM to your website? You increase conversion to your site by as much as 50% from users on your social channels, by a few simple campaigns.
10.Are you making lots of new friends? We’ve found links to your site from other respected organisations work wonders for new site visitors and increased search ranking.
If you need help with your web delivery, these are the first questions we would ask, it’s an easy checklist, which starts with your audience and builds things in an agile but logical way.
Giles Robertson, Founder and Managing Director of Green Banana Marketing Ltd, Marketing Soc. and RSA Fellow, Charity Group chairman, Trustee of Marine Conservation Society, member of 2Degrees board of advisers and the Sustainability Growth Group. Follow him on twitter @gogreenbanana or email at Giles@greenbananamarketing.com
Send all our leaders on the London Marathon
What’s not to like about the London Marathon? It’s welcoming – whether you are one of the 750,000 spectators, watching it on TV or more importantly one of the 38,000 people taking part. It’s pure joy, celebration and carnival– preceded by pain and I guess sometimes despair. What makes the London Marathon brand so special is the following:
- we all know somebody who was running
- the amazing sense achievement, of giving and taking part
- the sense of fun and nothing is impossible or is judged to be ridiculous. The most eccentric charity runner was probably Lloyd Scott who took five days to complete the course wearing a deep-sea diving suit. And no doubt ushered in new regulations for the marathon, which state that the race must be completed in one day
- the fact that this is one of the biggest fundraisers, during the last 30 years runners have made more than £500m for various charities
We were also all swept up by 2012 London Olympics and the amazing Gamemakers who really made their mark. Now contrast that with the lead up to the general election – the biggest event we were not really invited to be part of – in the weeks leading up to 7th May. We’ve not been involved in a conversation with the general election. The environment, sport and health have been little discussed. The Green party lost out, by playing down discussions about green issues, to demonstrate a broader understanding of other policy areas.
There has been very little discussion about sport, health and well being; tackling obesity and getting people back into sports. I applaud the This Girl Can campaign and what Dove has tried to do by normalising every day body shapes. But all this seems to have been given the two fingers by the most pointless and shallow ad of our time; an ad for a weight loss drink and beach perfect bodies.
Thank goodness for two bloggers Tara Costello and Fiona Longmuir, pictured, who posed next to the ad, rightly saying they are beach ready.
I want an election a bit like the London Marathon, where;
- we know somebody who is running and want to support them
- we feel involved
- our differences are celebrated
- the health of our bodies and the planet are central to the thinking
An Olympian chance for change
McCann Erickson have been appointed by 2012 London Games to be the official game’s marketing agency.
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Reports say agencies were less than keen to put their hats in the ring for this monumental task of exciting people and of course selling 9.5 million tickets.
Was their reluctance a response to the size of the task alongside the challenge of trying to please everyone all the time (look at the fuss at the new 2012 logo!) with the poor remuneration deal? London Organising Committee of the Olympic Games (LOCOG) is offering Tier Three Sponsorship in return for pro bono agency services, just as the economic down turn hits ad land.
Mad Men I despair there’s such a potentially inspiring vision to share. Firstly, we have the opportunity to demonstrate to the world that we are the best and can pull off an event like no other. And win some medals. Secondly, it could be the first one planet games with zero carbon emissions, making a real pledge for a healthier planet, inspiring others to follow suit. Thirdly, being a healthier nation also fits in the lead up to, during and after the games. The best way to shift those ever increasing teen pounds is to engage and uplift them all with the very real thought of future gold; the chance to actually watch history in the making – to run on the very same track and swim in the very same lanes. Finally, the whole lasting legacy story is the perfect bitter pill to swallow for the UK tax payer and particularly Londoner’s who are baring the brunt of the costs.
So much about our 2012 London games is truly brilliant; what a shame more haven’t seen the chance.