Welcome to Digital

Marketing
Chapter -3
Your Window to the Digital World
Your Website - Hub of your digital marketing
• It’s the single most valuable piece of digital real estate you’ll ever own

• Biggest source to publish information online

• Your ultimate selling hub

• Source of measuring traffic leading to future changes

• No border, restrictions or geographic limitations

• Showcase all your creativity through digital channels

A conversion engine for traffic
• Whether you showcase your creativity through different channels or you just tell
people Who you are, and what you do. This will be considered secondary.

• The primary purpose of a website is to generate and convert traffic into useful
information

• Initiate your website primarily as a conversion engine for the traffic you garner
through all of your other digital marketing endeavors.

• Remember, conversion is the key to digital marketing success; your website, and the
user experience you deliver through it, is what will ultimately drive that conversion.
Basic website types
• Personal Websites
• Photo Sharing Websites
• Writers / Authors Websites
• Community Building Websites
• Mobile Device Websites
• Blogging Websites
• Informational Websites
• Online Business Brochure/Catalog Websites
• Ecommerce Websites
Basic website types
• Personal Websites
This type of site is useful for a family, teenagers, grandparents, etc.
To stay in touch with each other. 

•  Photo/videos Sharing Websites

 companies like, Instagram, Flickr.com, Photosite.com,
and Google's Picasa.
Basic website types
• Mobile Device Websites
Exclusively designed for devices with their small screens and wireless connections. Websites
whose pages are narrower in width and take up less bandwidth work much better for mobile
devices.

• Blogging Websites
 Blogs—online diaries, journals, or editorials, video blogs and trips.

• Informational Websites
A major informational site is Wikipedia.org the online encyclopedia. And it is unique, because it
allows visitors to contribute and edit articles. Other information sites can be governmental
websites and general tourist websites.
Basic website types
• Online Business Brochure/Catalog Websites
Your online brochure or catalog, you can showcase photos and descriptions of your products or
services.

 It may sound like a E-commerce website but it is not. There are many businesses that deal in
products or services that are not sellable over the web—think hair-stylist, dentist, or day-care
center.
•  Ecommerce Websites
Amazon.com and Daraz.pk

Just about anything that can be sold

in a retail store can be sold online—with much less overhead!
How to Measure Website Traffic
• Website traffic may be measured by adding code generated by a website traffic-
measuring service to your webpages.

• This code may track more than just how many people visit your site. statistics that
may be gathered are how long people stay on each webpage in your site

• what browsers people are using to see your site, and which geographic region(s) the
majority of your website traffic comes from.

• You can use this information to better tailor your site to the most popular segments
or to try to increase your traffic in other areas. Follow these steps to measure website
traffic.
How to Measure Website Traffic
• Sign up for a website traffic-measuring service.
 Google Analytics is a popular free service that tracks and measures a website's performance in
traffic.

• Add the service's tracking code to your webpages. 

Your traffic-measuring service may provide code for you to copy and paste into the code of your
webpages.

• Look at a report(s) for your website's traffic. 

The report may be known as website metrics report. This provides a quantitative tracking report of
those who visit your site and their associated information and activity on your site.

What links your site's visitors clicked on, and what page they landed on from a search engine.
How to Measure Website Traffic
• Look at a report(s) for your website's traffic. (Stat counter)
A website traffic-measuring site such as Stat Counter may offer a counter for people to display on their sites.

The collected is then processed and analyzed on database servers.

Web owner can log into their account anytime to monitor and view visitors and stats in real-time!
The main steps of building your website
Different businesses will follow different processes involving different groups of people
when designing, developing and implementing a website

• Planning
Establish your goals for the site; analyze the competition; define who your target market is,
how they’ll find you online and what they’re going to be looking for when they arrive.
Map out a schedule and decide who’s going to do what and when.

• Design
Decide on the ‘look and feel’ of the site: colors, graphics, information architecture,
and ease of navigation, etc.
The main steps of building your website

• Development
Putting it all together, taking the agreed design and constructing the actual pages of the site,
crafting the content, links and navigation hierarchy.

Testing
Make sure everything works the way it should before you let it out on to the Worldwide
web.

• Deployment
Your new site becomes live on the internet for the whole world to find.
The main steps of building your website
Build usability and accessibility
Usability
• Simple, elegant and functional design helps users to achieve what they want to achieve
online more effectively.
• Relevancy of information and to the point information
• Easy terminologies and jargons( depending on the nature of business).

Accessibility
• ‘Accessibility’, in relation to the web, refers to the process of designing your website to
be equally accessible to everyone. Delivering the information and functionality users
want in a way they’re comfortable and familiar with.

• Example. Google and Wikipedia suggests

• Predictive typing , Audio samples and translations of websites into multiple languages.
The main steps of building your website

Words make your website tick

• Regardless of audio, video, flash and interactive and innovative sources option to
creatively design and distinguish your website.

• Remember!! The importance of Text and words remain the most basic and powerful.

• The easier keywords you input and design for your website the easier in search engines it will
display.

Know your competition

Identifying your competition, analyzing what they’re trying to achieve with their websites,
where they’re succeeding and where they’re failing.
• What are they doing well, and how easy would it be for you to emulate and improve on those
things?
• Put yourself in the user’s shoes.
• What sort of user experience are the sites offering? How could it be improved upon?
• What about the content?
The main steps of building your website
Build usability and accessibility

E-Commerce competitors websites

The main steps of building your website
Your domain name
• Make it catchy, memorable and relevant
Choose a catchy, easily identifiable domain name that’s relevant to your business and easy
for people to remember.

• Use a country-specific top-level domain

Use regional website extensions , for example: .PK, .CO.UK Instead of the more generic .com,
.NET or .org. If you’re appealing to an international audience

• You can buy multiple domain names

There’s nothing to stop you buying more than one domain to prevent others from registering
them. You can then redirect the secondary domains to point to your main website.
For example: Sephora.
The main steps of building your website
Your domain name
• Keywords in a domain name can be beneficial:
Adding one of your keyword phrases, it will help both search engines and users to establish
what your site is about right from the start.
The main steps of building your website
Different types of hosting
Shared hosting accounts
• Allotted bandwidth and content hosting space is provided by a primary server.
• Your brand is one of the hundreds of websites under the main website.
• Such rental hosting is good for small businesses who are in initial phases.
• Bad idea for e-commerce and websites with heavy traffic or graphics requirement.

Dedicated hosting
• Dedicated hosting solutions provide a dedicated,
• high-powered server for your website(s) and your website(s) alone.
• You don’t share space or system resources with anybody else
• Because of the huge platform available, maintenance is technical and requires time.
• For examples, BANKS and Universities websites can go down for maintenance
The main steps of building your website
Different types of hosting

Shared Co-location
is essentially the same as dedicated hosting except that, instead of the hosting company
providing a pre-configured dedicated server for your website, you buy and configure
your own server, which is then hosted in their dedicated hosting facility
The main steps of building your website
Choosing your hosting company
• Choose a host in the country where your primary target market lives
It’s important, because search engines deliver local search results to users based
on the geographical location of the server on which the web pages reside

• Make sure the host is reliable

Do they offer guarantee of service and specified levels of service?
A lot of host companies publish their reliability certificates on their websites.

• Find out what sort of support they offer

Make sure the hosting you choose includes efficient and effective support 24/7.
If your website goes down regardless of the time of day. Service should be efficient
The main steps of building your website
Choosing your hosting company
• Back-up and disaster recovery
If the worst happens and the server goes belly up, what sort of disaster recovery options
does the host have in place? Data recovery packages similar to insurances.

• What others think and shop around

Similar to buying decision, find out what other customers think of the host.
Technical expertise and tech guru’s are the best source.
Carry market survey .
Keep in mind that not always the cheapest option is he best option.
The main steps of building your website
How to choose a web designer
• Look at their own website
See the individual or web designing company’s portfolio
Examine closely to your nature of business and requirements

• Ask their customers for recommendations

Using social media or email, ask their customers for their work, fees,
Time delivery effiencncy or just recommendations for alternates.

• Are they designing sites to be found?

Can they be found on search engines quite popularly or not.
Keywords of their work are displayed in images and other content category.

• Do they adhere to web standards?

Markup Validator, Link Checker and CSS Validator
are some sites for standard guidelines
The main steps of building your website
Define your content structure
Look at your main themes, the keywords you’ve associated with each of them
and the corresponding information or content you want to include beneath each.

Hierarchy and smoothness of flow should be the main point of consideration in a website.

Subcategories should be properly defined and the links should change color once
Clicked for easy understanding.

Home button should float around the screen or at least well positioned to find it.
The main steps of building your website
Define your content structure
The main steps of building your website
Writing effective web content

• Grab attention
Remember! Web users want are faster then you can image 
when it comes to navigation of site.
Provide catchy headings and useful footers the main body has to be bold and prominent.

• Make it scannable
Avoid large blocks of uninterrupted text.
Use headings, sub-headings and bullet points to break up the text into manageable,
scannable stand-alone chunks. 

• Make it original
Unique, original content is a great way to engage your users and establish your relevance and
authority, and search engines love it. 
The main steps of building your website
Writing effective web content
Use the inverted pyramid
The main steps of building your website
Writing effective web content

• Be consistent
Use a simple, easy-to-read writing style, and keep things consistent across the site.

Shouldn’t break the theme. Incase of multiple users working on a site, prepare a creative
guideline.

Engage with your reader

 Use a conversational style, and write as if you were talking to an individual rather than an
audience.
 It will help your writing to engage with the reader on a much more personal level.
Giving a personalized feel.
End of Session.
THANK YOU