Journal - Tagged ‘ Web Content ’

Some witterings from the team at Hutchhouse...

WordPress Marketo Forms and Tracking – A New Plugin from Hutchhouse

WordPress Marketo Forms and Tracking – A New Plugin from Hutchhouse

We’ve been working with Marketo as a result of the demand to use it from our customers and we’ve found it to be a very powerful tool if used properly. It harvests User data, forms sales pipelines and personalises the User Experience of your site or application.

Most of the integration with your site will be to do with tracking web analytics and gathering data. The web analytics are simple to install, so if your a WordPress site owner a plugin is a good option, however the overall integration of forms is left a little to be desired. In fact our clients and the team at Hutchhouse couldn’t find what we needed.

How to create effective call-to-action buttons

How to create effective call-to-action buttons

Have you ever tried to convert visitors to customers on your website? If so, you’ll know how difficult it is. So what do you do? This post will tell you what you need to know to improve your call-to-action buttons on your website. 

How Google is changing SEO

How Google is changing SEO

SEO (Search engine optimisation) is important because every second your website is not indexed by Google, you are missing out. Find out how Google is changing the way it indexes websites and how to take advantage of these changes in five easy steps.

Content Management Systems (CMS)

Content Management SystemA content management system (CMS) is an application which allows users to update the content of a website or application without any knowledge of HTML or CSS. It heightens your online potency by allowing you to control what you say, whenever you want.

The advantages of content management systems

As opposed to the traditional ‘hard coded’ approach, the use of content management systems puts you in control of website content. This usually means that you can add, edit and remove content on the site such as pages, news articles, blog content and web forms. The content that’s manageable includes imagery, text, movies, SEO meta data and files – making you ‘in charge’ of your site’s tone of voice and, importantly, search engine optimisation. Fresh content, indeed, any relevant content, will improve the SEO ranking of your site. A content management system provides you with the tools you need to make sure your site is, and remains, a success.

A full featured content management system

The system we use is bursting with the all the expected features of a modern CMS; addition, update, deletion, versioning and management of web pages, images, downloads, video and web forms. It also has a useful workflow system for interaction between the CMS users (for example an editor creates the content, sends it to a publisher, who publishes it live on your site). The system is extremely flexible and configured to your requirements so that you enjoy the functionality without massive redundancy of features (which is common with off-the-shelf systems).

Micro-content management system

This covers smaller content management systems designed for allowing the update of portions of your site (like news) and also the update of existing page content. One major difference is that whereas full feature CMS systems allow the control of the site’s site-map, a micro-CMS generally does not. At Hutchhouse we offer our own micro-CMS as well as being able to use 3rd party systems such as Perch.

Read more about the do’s and don’ts of content management in our blog post – Managing your CMS.

Analytics & Analysis

Analytics & AnalysisAn important difference between traditional media and web based media is the ease and accuracy with which we can track and analyse how people are interacting with your brand. And the great thing about web based media? You can tweak and tailor your offering at the flick of a switch.

There is an expectation that, when a new site is launched, the time and effort that the site has taken to create is enough and that the project can be put down. This is true in the very short term, but take this viewpoint at your peril. The work has only just begun.

Running a website or campaign is an evolution, not a revolution

This perfectly describes the process of marketing online. So how do we glean the insight with which to make the decisions which construct and contribute to your online marketing efforts. Well, suffice to say, we make sure that we track everything and then we look at the stats.

Google Analytics

At the very least your site should be tracked using Google Analytics, it’s free and very simple to install. It’s part of what we call the standard web toolkit here at Hutchhouse and it’s incredibly powerful. You can track the standard stuff, visitors, page views etc, but it’s so much more than a bean counter. The insights that you get from your visitor flows and user journeys help you make important decisions about, not only your next marketing activity, but also content, site architecture and tone of voice. These insights should provide the lessons for which you learn how to best optimise the user experience for your audience.

Social Media Tracking

We install social media everywhere nowadays, but another important part of our web toolkit is the ability to track social media activity on your website. As with web analytics this helps you to best optimise the position and layout of social media share and follow buttons on your site and to think about how you offer these options in the context of the content they relate to. You’ll soon see which content has the best viral uplift and therefore attracts the most visitors and you’ll also be able to see what people are saying about that content to gauge whether it is positive. This all helps you write and edit more engaging, sharable content in the future.

Marketing Automation

At the very least you should be aiming to understand exactly who is visiting your website or application. The simplest way to do this is to gather user data based on a sign up for a newsletter of when you deliver some content by asking for the user’s email address. We use 3rd party systems to collect that information and, based on your requirements, we select a system which uses the information to market to your customers in the way that suits your business. Simple integrations may be between your site or application and Campaign Monitor (an email marketing tool), whereas a more complex solution might be full integration with your CRM, including progressive data capture and lead management. We provide great integration solutions for most 3rd party applications such as: