1.Is Your Website All Hat and No Cattle?
Best Practices in Online Marketing
By Cassie Roberts

2. Dont worry!
You dont need to take notes!
cassie@saffireevents.com
3. About MeCassie Roberts
Education:
BS Public Relations, The University of Texas
MEd Sport Management, The University of Texas
Origin:
Central City, NE
Experience:
United States Olympic Committee
Rodeo Austin
Saffire Events
4. About Saffire
Online Marketing
Websites
Content Management
User Management
Mobile Optimized Version
Social Networking Integration
5. Agenda
World domination through Google
Leading the horse to water
Hosting your own party
Going to other peoples parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones/Kardashians
6. World domination through Google
Google has 65% share of the search engine market
What works for Google works for others
Goal: Improve your SEO
Most important links in to your site
Chambers of Commerce, Convention & Visitors Bureaus, etc.
Industry organizations
Also important your own site
Title important for Google and customers!
7. 8. 9. 10. Agenda
World domination through Google
Leading the horse to water
Hosting your own party
Going to other peoples parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones/Kardashians
11. Leading the horse to water
Your site must appeal to your audience
Attractive
Professional
Well organized
Not overwhelming
Like a rsum, the homepage should get the interview, not the job
12. 13. 14. 15. Agenda
World domination through Google
Leading the horse to water
Hosting your own party
Going to other peoples parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones/Kardashians
16. Hosting your own party
Make sure your site has the BEST info about your event
Make it interactive and fun!
ecommerce is the ultimate interactivity
But-dont ask them to get married before your first date!
17. 18. 19. Hosting your own party
Information about your event is most crucial
Categorize Events
Dont just give an event list!
Allow sorting, searching, filtering and interacting
Photos your photos and customer photos
Allow people to market for you:facebook, twitter, email
Allow them to fan your event, save to a custom calendar or Outlook
20. 21. 22. Agenda
World domination through Google
Leading the horse to water
Hosting your own party
Going to other peoples parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones/Kardashians
23. Other peoples parties
Reach people where they are
Facebook feed
Twitter timeline
Promote these prominently
Be a good guest
Post often, but not too often!
Make it relevant
Make it engaging
24. 25. 26. 27. 28. Agenda
World domination through Google
Leading the horse to water
Hosting your own party
Going to other peoples parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones/Kardashians
29. Marketing on the go
Android vs. iPhone-
The reality is some smartphone users will never see your iPhone app
Mobile is no longer optionalIts information on-the-go!
You wont make a zillion dollars, but you need to be there
30. 31. 32. Agenda
World domination through Google
Leading the horse to water
Hosting your own party
Going to other peoples parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones/Kardashians
33. Taking the bull by the horns
The ultimate goal BUY!
Customers expect ecommerce
67% of people aged 35-75 want the convenience of buying online
Advanced ticket sales mean incremental revenue
People can spread out costs
Redemption will not be 100%
Especially good for things like carnival tokens
Even with a discount, youll make more
Offer free shipping
34. 35. 36. 37. Taking the bull by the horns
Get in the loop through email
Include the signup ON your homepage
Start collecting addresses before you know what to do with them
Events are the perfect excuse for email marketing
Its immediate
Its cheap
Its effective
Make sure your email is branded
38. 39. Agenda
World domination through Google
Leading the horse to water
Hosting your own party
Going to other peoples parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones/Kardashians
40. The power of DIY
When working with companies like Nike, Dodge, Intel, etc., we took content management for granted
We have found the event industry to be so different
Take control.
41. 42. 43. Agenda
World domination through Google
Leading the horse to water
Hosting your own party
Going to other peoples parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones/Kardashians
44. Measuring up
Google makes it easy through Google Analytics
Put a little snippet of code on each page
Log in to see reports, or have them emailed
45. 46. 5 most important things to watch
Visits to your site
Actions taken (email list, ecommerce)
Conversion rate (actions to visits)
Bounce rate
Time on site
Improve SEO or online marketing of your site
Redo your website to make it more compelling
Good conversion rate: 2%
High bounce rate? Redo your homepage
Time on site: A good overall indicator of stickiness
47. Agenda
World domination through Google
Leading the horse to water
Hosting your own party
Going to other peoples parties
Marketing on the go
Taking the bull by the horns
The power of DIY
Measuring up
Keeping up with the Jones/Kardashians
48. Keeping up with the Jones/Kardashians
When people come to your site, they generally arent comparing you to other rodeo sites
They are comparing you to other sites they visit that day
Compare your site to other entertainment- type sites, like sports and movies
49. 50. 51. 52. 53. Thank you
To get these slides, put your business cards on the table up front
cassie@saffireevents.com
Well also give you a free subscription to The Dirt, for tips on online marketing
Indicate if youd like a free no-strings-attached evaluation of your website and recommendations for improvement