A Topical & Relevant Website Content Strategy Will Drive CTR

1. Creating A Topical and Relevant Website Content Strategy Will Drive Higher Click-Through Ratesby Lorél Marketing Group

2. Many brands try to cover their website’s poor performance by adding other features and brand-centric content to the site instead of addressing the key issue. • Brands need to fix the problem and not mask it. • Lorél Marketing Group has identified core components for your website planning.

3. Core Elements • Develop Multiple Websites for Multiple Needs … As Long as They are Topical and Relevant to the Target Audience. • Search Strategy - target users at different stages of the conversion process. • Drive Branded and Unbranded Visibility with Online Media. • Your Web Analytics Plan Drives Success. • Monitor Blogs / Social Media for Real-time Insight.

4. The User Experience • Website design strategy needs to support customers and prospects throughout the entire buying continuum process. Interested and qualified individuals need the optimal architecture to “hold their hand” during the information-gathering and buying experience. • Identify Your Segments. Quickly identify the visitor based on their worth and status with (visitor, segment a, segment b, segment c, etc.) to deliver the best and more relevant experience. • Target Your Segments. Segment and target the visitor based on where they are along the engagement process. • Provide Relevant Messaging. Pay attention to the target segment’s habitual patterns, past behavior and site navigation to leverage them toward conversion. • Provided Added Value. Present valued and relevant information at each touch point to move them along the continuum process. • Be a Customer Resource. Position the website as an active vehicle for the multichannel program.

5. Product Positioning • A brand’s website should position the product offering through topical sections to maximize the user experience. This site organization enables a visitor to view the issues from her perspective and not a product-centric view. • Conduct a topical conversation and offer thought-provoking questions to a • visitor to help make the most informed decision. • Use an online community area or another social media channel (e.g., Facebook) to distribute local information and resources such as a list of local seminars/events. - Provide an online dialogue area for questions to other members and prospects. • Have multiple ways to contact the brand for support, sales or service — such as a telephone number, a click-to-chat function, an email address, a Twitter address, a forum area to post questions, etc.

6. Targeted Website Content • With specific products targeted for specific consumers, it is critical to present the available options in a more narrow and segmented way via website to maximize the information-gathering and buying experience. • Create “Presentation A” and “Presentation B” for product-specific websites to target a consumer based on her status in the buying continuum. • “Presentation A” might contain more information providing content for the researching consumer • “Presentation B” might contain more of a pricing and offer message to close the sale.

7. A Closing Remark: • A brand’s site needs to consider its core strategy, the overall user experience infrastructure and the delivery of targeted and relevant information to provide the right information at the right time to drive the best results!

8. Thank YouIf you found this PowerPoint helpful, visit our Knowledge Page to view our FREE list of Whitepapers, Articles & Research, and find out when our upcoming Webinars will be happening!http://lorel.com/knowledge.phpWant to jump start your marketing strategy and programs?Lorél Marketing Group can help you get started with a no-costdiscovery meeting that can align your goals with a vision for yoursuccess. Care to learn more? Contact us today.Lorél Marketing GroupEmail: info@lorel.comTelephone: 610-337-2343 Website: www.lorel.com