DIGITAL

MARKETING GROUP 6:
SARDIA, Frances Gayle
SEVILLA, Kristine Mae
TOMAGAN, Ruzzel Dave
VELASCO, Vanessa Vera-May
VERGARA, Viamae Joyce
VILLANUEVA, Francis Irene
TABLE OF CONTENTS
 A User-Centered Website
• A website that is designed and
developed with a primary focus on the
needs and preferences of its users.
• The goal of a user-centered approach is
to create a website that is intuitive, easy
to navigate, and provides a positive user
experience.
 Step 1: Have Good Hosting

What is Hosting?
Hosting refers to the process of storing
and making a website or web application
accessible on the internet. When you create
a website, it consists of various files, such as
HTML, CSS, images, and scripts. These files
need to be stored on a server, which is a
powerful computer that is always connected
to the internet.
 Step 1: Have Good Hosting

Hosting plays a crucial role in the performance of

your website.

Recommended hosting sites:

• Bluehost
• Go Daddy
• HostGator
• Amazon Web Services
 Step 1: Have Good Hosting
Basic Metrics to Look For in a
Hosting Company:
• An uptime of 99.9% — this means that your Additional Questions to
website will be up and running on their servers Consider:
365 days a year. Anything less can and will be • How many domains can you
damaging to the business. have?
• Unmetered/unlimited bandwidth • Do they support e-commerce
• Unmetered/unlimited webspace or dis space functionality?
• Quality customer service • How much does it cost?
• High ratings
Step 2: Choose an Effective URL

What is URL?
• A URL is basically a global address for
specific documents, pages, or other
resources on the World Wide Web
where people use it to locate your site.
• URL stands for Uniform Resource
Locater
Step 2: Choose an Effective URL

Make it Relevant Keep it Short and Simple

• Your URL should represent either your Things to avoid in your URL:
company name or what visitors will • Words or names that are difficult to spell
find on your website. • Excessive and/or irregular repetition of letters
• It is common practice to use your • Long strings of words
company name with no spaces • Hyphens and underscores
followed by a domain name like .com
or .org. Long and/or difficult URLs can
cause problems and introduce
opportunities for typos to land
people in the wrong place
Step 2: Choose an Effective URL

Make it Effective Keep the User in Mind

• Consider URL usage across social • Create a URL that is memorable
media platforms, websites, signs, and easy to type.
and physical assets. • Increase direct visits by making
• Consistently use capital letters to the URL user-friendly and
separate words in the URL. accessible.
• Strive for clarity and memorability.
• Determine if your URL should be
optimized as a search keyword.
Step 2: Choose an Effective URL

Some Examples of Strong URLs Are:

• color.adobe.com – Very simple and highly relevant to the site’s content
especially since Adobe is already branded in most people’s minds.
• www.mashable.com – Easy to remember and has been branded in the
minds of users.
• www.idahofallsfamilydental.com – This example URL has very strong ties to
both an industry — family dentistry — and a location — Idaho Falls — making
this a very strong URL.
Step 2: Choose an Effective URL

Some Examples of Weak URLs Are:

• www.manyonline.org – Without strong, targeted branding, most people
would not associate this URL with the Museum Association of New York.
• www.a4pt.org – This URL is so simplified that it could lose all meaning
without strong, targeted branding.
• www.commoncompanyname.com – Using a common name for your URL
gives no indication of what your company is or does, and can become
confused with similarly named companies.
 Step 3: Build a Strong, Effective Website
• A strong, effective website should be the central focus of your
online presence to direct qualified traffic and generate sales.
• Building your website on a strong Content Management System The whole point of
(CMS) is crucial for success. your CMS is to make
• Popular CMS options include WordPress, Wix, and Joomla. website creation
• Using the right CMS allows you to manage your time effectively easier, not more
and have a great website without extensive coding. complicated.
• If you lack web design or coding experience, it's recommended
to hire a web design company.
• Ensure that the web design company uses a CMS that you can
learn to update yourself.
• Making small updates without relying on a third party can be
beneficial in certain situations.
Some additional ways that a good CMS can help you include:
Pre-Designed Themes:
• Pre-designed themes are templates that can be used
with a specific CMS to quickly build an attractive website.
• They can be obtained for free or purchased at prices
ranging from $50 to over $100, depending on the
features and developer.
• Investing in a quality theme is recommended for better
results.
• ThemeForest, TemplateMonster, and Wix Templates offer
a wide range of attractive and mobile-friendly templates.
• Many themes are responsive and optimized for various
devices and web browsers.
Some additional ways that a good CMS can help you include:

CMS Plugins:
• CMS platforms provide plugins that help create landing
pages, slideshows, and more.
• Installing plugins is usually straightforward, but some
learning may be required to maximize their benefits.

E-Commerce and Back Office Options:

• If your website requires e-commerce functionality or
other back office features, choose a CMS that supports
these functions.
• This eliminates the need for extensive custom coding
and ensures proper website functionality.
Step 4: Create Useful Content
What is Content?
• Content refers to the information presented on your website to help clients
and prospective clients.
• Content can take various forms, such as text, infographics, and videos.
• The purpose of content is to strategically guide website visitors towards
desired actions.
• Create a variety of content that fits into different sections of the content
funnel: inform, instruct, solve, and sell.
• Provide content that addresses their specific needs at the point they enter the
funnel.
• Upper-level content exposes a large number of people to your information,
while lower-level content generates more qualified traffic.
• Content should be relevant and provide the solutions users are seeking.
• One piece of content can fulfill multiple needs within the content funnel.
Search Engine Optimization (SEO)
• For well over a decade, getting found through
search engine searches has been the lifeblood of
success, and it will continue to be so for many
years to come.
• The "dead" element of SEO is attempting to alter
the signals used by search engines to rank
websites.
• TERM: Ensuring that your website complies with
certain best practices so that Google and other
search engines can index and rank your website.
 Optimizing your Website
• Titles and Meta Descriptions

• The Page Title is both the header that appears in search results and the name that displays
on the tab or window while you are on the page in a web browser.
• The information that appears in search results below the title is known as a Meta
Description, on the other hand. Make the most of these two brief lines of information as
they often serve as your visitor's initial impression of your website.
2. Up-To-Date Sitemap

• In essence, a Sitemap is a list of all the pages on your website.

• XML Sitemap: It makes it easier for bots • HTML Sitemap: The website's blueprint,
to better crawl the website. Additionally, it much like the XML sitemap is. It serves the
aids in their understanding of a site's key users. It facilitates easy website navigation
URLs. for visitors.
3. Relevant Content on your Pages

• Having relevant content on your pages allows your site to be relevant to the inquiries of searchers.
• Search engines are designed to assist users in finding what they are looking for on the Internet.
• However, do not write for search engine bots. If your content isn't useful to actual searchers, they
won't stick around on your site and become customers.

Ways on how to make your content more relevant digitally:

• Customer Persona
Relevance is completely audience-dependent. It is more
about a dialogue than it is about smart design, a
fashionable logo, a stylistic flare, or the appropriate
colors.
 • Understand User Intent
The driving force behind keywords and the purpose of the user inputting the search query, which often
falls into three categories: do something, know something, or go somewhere. In fact, there is generally
more than one purpose per query.

• Compelling Summary or Objective

Statement
Stating the objective of the page in a
few quick keywords or lines. This is
where you bring the page's overall
concept into focus.
4. Keyword Targeting that are Relevant to your Business

• The keywords and phrases that you wish to

rank for should be included in your on-page
content.
• Being ranked for generic keywords can be a
nice objective, but given the degree of
competition and the variety of searcher
intent, it might not be doable.
• In fact, going for "long tail keywords" that are
less competitive might be more fruitful and
bring in better-qualified visitors to your
website.
5. Work to Gain Links from High Ranking Websites

• Search engines take into account the caliber of the websites

linking to a certain website in addition to the quantity of links
that point there.
• Links that appear "spammy" or unrelated to the website they
link to will be disregarded, and the site may be penalized for
having such links.
• Links coming from .gov or.edu domains tend to be more
reliable than links from more generic domain types like .com
since organizations must provide identification information in
order to get these domains.
• However, .com websites that are well-known and regarded by
search engines also carry greater weight with regard to their
links.
Search Engine Marketing (SEM)
• A general term used to describe several
online advertising efforts
• Used to enhance visibility in search engine
results pages (SERPs) to users — who might
find your product or service relevant to them
— to your website or platform, similar to
Search Engine Optimization (SEO).
• Also known as Pay-Per-Click (PPC)
advertising
SEO and SEM Key Difference

Search Engine Optimization (SEO) Search Engine Marketing (SEM)

Helps boost your website rank higher Places your advertisement and
on the regular search engine results information in specific locations with the
known as organic search result help of money

Takes longer, about 6-12 months. In the

long run, SEO tends to be highly Advertisements can be seen instantly
effective

Requires constant efforts in optimizing Requires constant funding to maintain

your online presence to maintain rank. the ad placement
Key Components of SEM

Cohesive and Interconnected Campaigns

• A campaign is a series of
advertisements with a common theme
meant to fit one another.
• Also referred to as the Princess Theory.
It is similar to a princess-themed
birthday party for little children where
every party favor, set-up, decoration,
and cake matches the theme.
Key Components of SEM
Relevant Advertisement Placement

• The placement is relevant to the actual

advertisement
• Targets people who are interested in your
product or service to see and click your
advertisement
• The best ad placement is contextual to the
current actions of the person seeing the ad.
Contextual advertising promotes goods and
services relevant to what the person is
doing, eating, or seeing.
Key Components of SEM
Understanding Ad Ranks and Ad Position

• Ad position is the location of your ad among the ads positioned around the search results.
• Compared to traditional advertising auctions, the person who is willing to pay the most does not
necessarily acquire the best placement.
• Search engines utilize a combination of various factors to provide relevant information. Most
search engines apply a custom algorithm that determines ad position based on relevance and bid,
among other factors.
• Example: Google Ad Rank. Ad placement is determined through second price auction. The
advertiser in this auction pays enough to win against the next highest bidder. Thus, they are not
required to pay their full bid.
Key Components of SEM
Key Components of SEM
Understanding Ad Ranks and Ad Position

• Google AdWords Ad Rank Algorithm has three core elements:

⚬ Maximum Bid
⚬ Quality Score – historic and anticipated click-through rates (CTR), quality
and significance to the landing page, and relevance of the advertisement
to the query
⚬ Projected impact of the ad format – includes website domain, links, and
contact information.
Social Media Marketing
• It plays a crucial role in promoting architecture firms and connecting with a
wide audience.
• This strategy can help you set clear campaign objectives that quickly lead to
the best results and follow a few best practices to improve your social media
presence.
User Experience (UX) Design
• The objective of effective UX Design should be to improve the amount of
online conversions without necessarily increasing your website traffic.
• The approach used by design teams to produce products that provide people
with a meaningful and relevant experiences
 User Experience (UX) Design
Scientific Approach
Five step process to apply scientific analysis in an industry
1. Create a hypothesis to improve a website’s conversion rate.
2. Decide what needs to be tested in order to support that hypothesis.
3. Make the appropriate changes to the website and begin A/B conversion
testing.
4. Collect enough data to draw real conclusions from the test results.
5. Review the conversion performance and make adjustments.
Example of User Experience (UX) Design
Email Marketing
Customers on your email list can be
informed of new products, deals, and
other services through email
marketing. Educating your audience
about the benefits of your brand or
maintaining their interest between
purchases can also be a more subtle
way to sell.
Elements of Effective Email Marketing
1. A STRONG SUBJECT LINE

Your subject line reads like a tiny advertisement on its

own. It is unlikely that someone will open and read your
email if the subject line does not grab their attention and,
ideally, intrigue them. Spend some time crafting a
concise, focused, and attention-grabbing subject line.

2 AVOIDANCE OF SPAMMY WORDS

WE ARE AWARE OF THE VOLUME OF EMAILS

THAT SPAM FILTERS AUTOMATICALLY DISCARD.
MANY PEOPLE TEND TO IGNORE CERTAIN
WORDS AND PHRASES EVEN IF YOUR EMAIL
GETS PAST THE FILTERS.
Elements of Effective Email Marketing
2. ENDING WITH A CALL TO ACTION (CTA)
Requesting that people take specific actions can lead
to them doing so, just like on your website. You can
hint at what they should do next by concluding your
email with a CTA.

3. PERSONAL AND INDIVIDUAL

YOUR EMAILS SHOULD BE FRIENDLY AND
PERSONALIZED WHEN NECESSARY. PEOPLE
PREFER TO FEEL LIKE THEY ARE GETTING ALL THE
INFORMATION THEY NEED. ALTHOUGH MOST
PEOPLE ARE AWARE INTELLECTUALLY THAT
BUSINESS EMAILS ARE FREQUENTLY MASS-
PRODUCED, EMOTIONALLY, THEY PREFER TO
BELIEVE THAT THEY HAVE BEEN SPECIFICALLY
CHOSEN TO RECEIVE THIS INFORMATION.
 USE THE “SECOND SUBJECT LINE”
Special Tricks Since we are all consumers, we are more conscious of sales
pitches when we hear or read them. The average consumer has
an attention span falls between a goldfish and a puppy. We are
no longer prepared to give people (or emails) the benefit of our
time for an extended time. As an alternative, we decide within 5-
7 seconds. Because of this, it takes effort to capture someone's
attention quickly.
UTILIZE AND OPTIMIZE A P.S

YOU CAN INCREASE ENGAGEMENT BY INCLUDING A

POSTSCRIPT AT THE END OF YOUR MARKETING EMAILS!
MANY PEOPLE SKIM EMAILS RATHER THAN READING
THEM IN FULL, BUT A P.S. CAN RE-CAPTURE THEIR
INTEREST AT THE CONCLUSION OF THE EMAIL, GIVING
YOU THE OPPORTUNITY TO SUMMARIZE THE CONTENT
AND DIRECT THEM TO THE ACTION YOU WANT THEM TO
TAKE.