Assessing Marketing Automation

Looking to build ongoing relationships through conversations with your site visitors? Marketing automation is an amazingly cost-effective tool to extend your website to build ongoing relationships and profits.

There are a number of awesome marketing automation tools on the market. I've just completed an evaluation of several of them and developed a business case that summarizes the development costs of an new highly optimized inbound website with integrated marketing automation.

There are several great evaluation tools out there to help with the assessment of marketing automation. The ones I have found the most effective are:

1. Gleanster
2. Gartner’s Magic Quadrant for CRM Lead Management with Marketing Automation solutions with annual revenues >$20K (April 2013)
3. FindtheBest.com Marketing Automation
4. G2Crowd Marketing Automation
5. GetApp Marketing automation software
6. Marketing Automation Software Guide
7. Wikipedia: Comparison of Marketing Automation Workflow software

Online Consultation

Online consultations or e-consultations are an effective and cost-effect way to collect feedback from potential clients and stakeholders.

I recently set up an online consultation for the National Farmed Animal Care Council using Survey Monkey. The two business requirements for assessing and selecting a consultation tool were simple: (1) the tool had to be intuitive and easy to use for stakeholders to comment on each of the new draft policies and (2) the tool had to be intuitive and easy to use for administrative staff to access feedback on each policy and create the e-consultation feedback reports.

I researched a number of existing e-consultation tools then selected SurveyMonkey, an online survey tool I had setup and used for previous clients to gather marketing research information from clients and board members. For both e-surveys and online consultations Survey Monkey is very easy to set up. My client and I worked together to input the consultation questions using a variety of open-ended response types for each section of the policy to guide and gather feedback.

For users it was dead simple to use. Users could download the entire draft policy or read each sub-section of the policy and then answered feedback questions. For administrators it was  easy to generate consultation reports based on policy subsections as well as the whole draft.

The online consultation was a big success all around and is currently being used for to collect public, government and industry stakeholder feedback on 17 policy and code of practice documents.

Using search engine marketing results to optimize sites and content for search engines

To optimize content and sites for search engines, take top keywords and top key word phrases from your search engine marketing campaign results and add them to your website content.

Top phrases and keywords recorded as higher click-throughs from your Google Adword campaigns can be used as webpage titles, as navigation labels and included in your website content. When users are searching for products, services, and information, your site or webpage rises to the top because it has been optimized and keywords and phrases pre-tested in your search engine marketing campaigns.

Website Development Best Practices

Tricks to deploying a new CMS

There are tricks to quickly deploying a CMS that make the business side of organizations very thankful because the new site is up and running quickly and efficiently - and make the IT side of the business happy because it doesn't involve changing the architecture, a lot of extra resources, downtime or troubleshooting.  Here are a few tips and tricks I have learned and implemented over the years:

• Create high content turnover pages in your new CMS. In one organization I worked for we separated the homepage from the rest of the website. With its custom CMS on the homepage and first few pages, we were able to upload and change high volume content rapidly without interfering with the java application that ran the rest of the site.

• Business Benefits: Resulted in a win-win for the business side that could rapidly and easily change content at any time. Technical side win-win with a readily deployed CMS.

• Insert your new CMS site into the existing corporate site. When your site is created in the new CMS, simply insert it into the existing corporate website or intranet by relinking.  Usually a new site built in a CMS consists of a few layers: homepage, Level 1, 2 and 3 webpages. These pages can be inserted within the existing corporate site or intranet then linked to other pages within the existing corporate website or intranet.

• Business Benefits: Branding and layout for the new CMS is set up to look the same as the corporate site or intranet, so for the client or user it is a seamless experience. This trick saves months and sometimes years of development effort.

Mobile Channel Strategy

5 things to keep in mind when developing a Mobile Channel Strategy:

1. MOBILE GOAL: Your over-arching mobile goal for your users should be to deliver: "Urgent information at your fingertips wherever you may be"

2: MOBILE TARGET AUDIENCES: What audiences are you developing mobile platforms for: 

• Determine your mobile priority audiences by identifying users with the most urgent needs. For example, within an organization, a priority audience would be salespeople who are meeting with potential clients at the client location. Determine your most important internal and external mobile priority audiences.

3. MOBILE CONTENT

• After determining mobile audiences next determine the most urgent content that should be simply and elegantly served up to them and enabled through mobile devices. For the example above, the sales person onsite trying to make a sales to a potential client would need a sales presentation customized to the potential client is a given sector, contract and licensing information, access to client databases, access to sales forms, electronic signature functionality.

4. MOBILE PRIORITIZATION: Prioritize mobile development based on: (a) complexity of implementation, (b) urgency of content need, (c) timeframe for development, and (d) mobile app budget.

a) Complexity of implementation: Determine the ease of acquiring or developing the mobile app based on an assessment of Simple, Medium, Difficult implementation.

• For example, a simple implementation would be to purchase and/or customize by rebranding a downloadable native applications from iTunes that can be focused on immediate sales productivity gains.
• An example of mobile strategy implementation with medium complexity would be enabling something like Citrix Receiver to your web and mobile channels in order to access existing enterprise databases and CRM tools. Native connectivity applications like a Citrix Receiver can be purchased and enabled on iPads and smart phones, for users to securely access enterprise databases "on the go"
• An example of a more difficult implementation is the need to create a custom developed application for each device: iPad, Smart phone versions, iPhone.

b) Urgency of need. For each of the target audiences and content needs you've identified in Points 2 and 3 above, then you need to assess "Urgency in relation to priority". Are the content needs by priority audiences: High need, Medium need, Low need.

c) Timeframe for development: Then establish short, medium or long term requirements for each of the needs, as some may be high needs but long term given the complexity of development.

d) Budget for mobile strategy and application: All of the above will have to be assessed and re-assessed based on budget availability. There are lots of mobile productivity apps that can be downloaded for a minimal expenses or customized by the developer for minimal investment.

Examples of complexity, need, timeframe and budget:

• Simple implementation, Urgent need requirement, Short term solution: Segment of employees provided with a mobile pilot and small budget ($50.00) to purchase and download native applications focused on immediate productivity needs.
• Medium complexity, Medium need requirement, Medium term solution: 1) Design a mobile website; 2) Develop using responsive web design and templates for display on ALL mobile sites and devices
• Medium complexity, Medium need requirement, Long term solution: Review urgent content needs and develop a custom app designed for each mobile device

Most Important Intranet Qualities

Intranets are an important part of an organization's knowledge assets to inform employees and to harness knowledge from employees. Intranets should engage, enlighten, inform and entertain. Often though Intranets are neglected or redeveloped as the final part of a web channel strategy - well after the corporate site, mobile sites, collaboration sites and search strategy.

The following findings from a survey of 20,000 intranet users from 67 organizations summarizes the benefits, usefulness and the sad, sorry state of finding information on many of today's intranets.

Source: 50 Ways to a Better Intranet

Website Evaluation and Diagnostic

For a client recently I conducted a website evaluation, diagnostic and usability assessment. The first diagnostic was a 275-point assessment scorecard report providing an overall score, and comprehensive assessment and scores of content, technology, accessibility and marketing. Each of the main points of assessment is further broken down in specific recommendations.

Because automated diagnostics can only do so much, I also provided an expert usability review. This looked at every in the automated diagnostic and went much further - another 200-point assessment measuring and providing a scorecard and recommendations on each point for: Search, Content, Writing Quality and Communications, User Tasks, Usability, Metadata, Shopping, Navigation, Information Architecture, Page Layout and Visual Design, Trust and Credibility, and Help and Feedback functionality.

I'm offering this as a free service because websites in general need a lot of improvement and I feel an obligation to help world wide web communications and in particular to help small business owners make their dreams come true through harnessing and enhancing the power of their websites.

If I can be of help and provide a complimentary, no-obligation website diagnostic and expert usability evaluation, please send an email with your website address/URL to: sanderson@e-cocreate.com

Marketing Audits for the Channels: Web, Print, Mobile, Telephone Email

Some of the most interesting jobs I have done are marketing audits. One was way back at the start of my career when companies were heavily vested in traditional media. The goal was to create a family look for the corporate communications and marketing program. So with pins and tape in hand and a conference room booked for the long haul, we began to assemble all of the print materials - annual reports, brochures, spec sheets, magazines, order sheets, news releases - anything intended for public or customer consumption went up on that wall.

It was a telling exercise for management and the communications and marketing staff - looking for consistency - reassembling and dissecting content - coming face-to-face with our company's marcom offering - no hiding away from these walls! It was a rewarding exercise that led to brilliant execution of a new corporate branding program based on product families.

Fast forward several years and once again I am conducting marcom audits for marketing communications channels: traditional and online. This time the audit results are more telling and stakes are higher as:

1. There are more players involved - management, communications staff, marketing specialists, tech writers, content authors, web and IT staff, e-content publishers, SEO specialists and search engine marketing specialists.
2. Content can be repurposed for any type of channel: traditional print or web or mobile

The marketing communication channel audits are telling when we look at traditional marcom versus online channels. Often because the primes are different people with different skill sets who come from different areas in the organization, the audit reveals a wide difference in the look and feel of the publications, websites and e-communications.

The solution is a holistic marketing audit that evaluates and optimizes all of the channels: print, web, mobile, telephone and email. That is what I had done just recently for a client. An excellent exercise with fantastic results and now well-optimized channels.

Web Project Design Essentials

The Web Project Design document could be one of the most important documents in the whole web project managment toolkit. That's because it more than anything focuses on your audience and why you are developing your web project.

The site or application is for someone, to do something, or to know something. How they get that information or how they complete that task is outlined in the web project design document. The web project design will reflect:

• what it is your users are there for
• the colour scheme
• the functionality
• the information architecture and navigation
• the wireframe and layout
• the corporate or sub-brand colour palette and imaging

It's all there in one tidy document.

The designer uses it to create the graphical layout, the information architect uses it to develop the navigation, the content specialist uses it to guide content creation in the wireframe, and it becomes an important proof of approval when those nagging questions come up 2, 3, 4, and 6 months later - who picked the colours?

The Essentials to Adopting a new CMS and Self-Publishing

One of the biggest hurdles after implementing a CMS in organizations, is preparing for the rollout and user adoption by self-publishers who have little or no HTML or coding skills. To increase internal user adoption by non-coders, your goal should be easy,  intuitive self-publishing. The easiest ways to do this is to strip down the admin interface to the bare essentials, after that, create a really terrific and engaging user tutorial. Doing both will reduce the never-to-be-underestimated "intimidation factor" of learning new software and processes.

Of course there are other needed requirements to adopting a new CMS like creation of a user support site, coaching, email support and of course a great CMS to begin with, but the two essentials for adopting and using a new CMS internally are:

- a user-friendly, intuitive CMS admin interface
- a user-friendly, engaging, step-by-step CMS user tutorial

What's the right CMS for your organization?

That depends on a number of factors like:

What Business Are You In?

If you're a large and dynamic multimedia company with content-rich productions being streamed on the web, then your CMS will need back the backbone and flexibility to deliver media rich productions in a variety of formats.

If you're a large information rich company that produces a variety of research and data, then your CMS will need to have the flexibility for top-notch metadata and easily create user-friendly URLs to optimize your content for search engines (SEO) for users to easily find your specific information searching in Google or other search engines.

How Deep are Your Pockets?

A simple CMS such as Wordpress costs next to nothing and offers Web2.0 functionality like easy updates, instant publishing, and plug-ins to a variety of formats to extend site functionality.

Open Source CMS like Drupal and Joomla are free of charge for the software, but the services component to develop and add modules has to be factored in. It gets more expensive depending on the complexity of the requirement. Free is not free unless used "out of the box" - and most sites and users want some form of customization. The good news is they can be deployed quickly reducing total cost of ownership, they are scalable, and a variety of modules can be added to extend functionality to meet any requirement.

Enterprise class CMS's such as Interwoven Teamsite, Sharepoint, Oracle are very expensive due to the cost of licensing software and cost of services, integration and configuration. Some can take years to deploy properly. And some still require HTML coders after all that.

Then there are the mid-range CMS offerings like Sitecore and HotBanana. Software is licensed and needs an integrator to deliver but they can be very viable solutions depending on your business needs.

Check out:

• CMSWatch for a list of vendors and CMS classes.
• My other posts on CMS best practices.

User-centric, Task-focused websites

Here is an example of a brand new CLF2.0 government website that I lead the design and development on - designed for the user with a task-focus:  http://www.buyandsell.gc.ca

User Feedback on Task-Focused Websites

Thought I would post some feedback to validate how much user's appreciate it when their needs are reflected on new and redeveloped websites that are developed from a task-focused user's perspective: 

       "I can already tell that this site was built with the user experience in mind and not the usual "government-eese".

        "Such a website is long overdue and much appreciated from a buyer/user-perspective. This will no doubt save time and energy in having to search through various pages/sites and contribute to more efficiencies."

Check out this example of a user-centric, task-focused website:  http://www.buyandsell.gc.ca

How to create a task-focused website

Task-focused websites are relatively new but absolutely needed to revolutionize a user's experience. Think about it, if you're an organization or business, people come to your site for a specific reason. Generally they are not there to browse, they don't drop in just to check it out - unless they are your competition!

Users and clients go to a website for a specific reason - they are there to find something specific or do something specific. These find's and do's are tasks and for this we create task journeys to help them get the information and complete the task online right within the website.

To determine what are the "top tasks" I look at all the available research: web metrics, search logs, e-surveys, consultations and interviewing help desk and call centre staff. This has to be done for each audience so that you can determine the top 5 tasks for each audience. There will be more tasks - but if you cover the top 5 you've covered the main reasons why users visit your site.

From there it is a matter of developing "linking journeys" for each of the tasks. This is to guide users step-by-step through each of the directions or points of information needed to successfully complete the task.

Sometimes that task is to complete a form and submit something, and sometimes that task is simply to find specific information like a specific contact to address a specific problem.

On your homepage, or a relevant Level 1 audience page or subject page you want to make it easy for your users to get to the task. Create a section called "I want to..." and then list the 5 tasks with task journey links.

Your clients will thank you. My next posts will be feedback from clients validating the importance of task-based websites.

Fast track to Web Channel strategy learnings: 2010

It's been awhile since I posted last. Life and work took me off and away. And now I'm back.

Next week I release a new CMS and government of Canada website that's filled with best practices for user experience based on user tasks and usability.

And this is the first time that I have worked with all of the winning conditions:  a budget, open source CMS software (Drupal), a smart, talented and dedicated team: specialists in web design, information architecture, content, SEO, and importantly, a client who sees the absolute potential of the web to transform business process and operations.

It's a unique site the hails the beginning of user task websites. My next few entries will be based on this, so stay tuned...

5 Steps to getting reports and website to the top of search engines

This powerful search engine optimization (SEO) presentation demonstrates how search result rankings are affected by some simple but important steps you must take to get your reports and information to the top of search engines.

CLICK HERE TO VIEW SLIDESHOW: Getting your reports and website to the top of search engines

Successful Interwoven Teamsite CMS deployment

Imagine that! There is a successful Interwoven Teamsite CMS deployment in the Canadian federal government. Human Resources Development Canada (HRDC) deployed Interwoven with the Teamsite module.

Check out a successful deployment of Interwoven in the federal government: HRSDC website

HRDC has over a 100 self-publishers - so integration and user adoption were skillfully handled at HRDC. Congratulations to HRDC's IT and business teams. Quite an accomplishment!

2010 Update: Self-publishing in this instance required a two-person team per publishing division: an html coder and a web communications advisor. No WYSIWG editor was installed meaning specialized coding skills still required.

The search continues for the best-in-class enterprise CMS for non-coders!!!

What You Should Look for in a CMS

While there are many things to look for when considering a content management system (CMS) there are a four considerations that are the most important:

1. Quick and easy installation with a helpful user community
2. Simple administration interface to ease user adoption
3. Add-on modules that easily add extra functionality as required
4. Simple template design

Choosing a CMS

I have used a lot of Content Management Systems (CMS) over the years, everything from a custom developed CMS, to a simple CMS, to an industry standard CMS, to open source CMS. There are key factors to choosing, deploying, using, and widely adopting a new CMS. The most important factors relate to technology integration and self-publishing user adoption:

Technology integration

1. Review your existing technology environment. What technology stack are you using? Research and choose a CMS that integrates and deploys easily because integration will be one of the biggest sources of failure - and the biggest financial cost to your organization. Enterprises CMSs that I have used are Sharepoint and Interwoven. 

2. Your other choice is an Open Source CMS which can be deployed stand-alone to quickly migrate existing content and get your new site easily deployed. Once deployed you can spend the time integrating with the existing technology stack. Good open source options that I have used are Joomla, WordPress and Drupal. This CMS Rating Guide accurately describes how users rate the many OpenSource CMS options.

User adoption

Other than how easily your existing techology integrates, the only big thing you have to think about is how easy it will be to have internal users adopt and self-publish in your new CMS. This should be treated as a separate project, after the new site(s) is deployed.  Best practices include creating:

• governance for your new CMS
• publishing workflows
• training guides and tutorials
• first and second level user support
• user support site
• CMS rollout schedule starting with internal users who are eager to be your champions
• simplified admin panel

The big thing here is making sure the admin interface is easy to use - strip or comment out any fields that aren't required. Your users will thank you and your user adoption/self-publishing success rate will sky-rocket.
Check out the CMS best practice links posted on the side of my blog.

Collaborative Relationships

“A culture of collaboration does not just happen. It must be formed and fashioned by many hands.” Seaburn et al. (1996)

"Teams who could easily reach other teams and access the knowledge they needed were more successful than teams with poor network connections. The ability to reach a diverse set of others in the network through very few links was the key to success." M. Hanson, Harvard

Network and team collaboration must be stoked and reinforced to flourish in organizations just like any other positive social relationship involving groups of people. Introducing and adopting collaboration programs and technologies effectively within organizations has many benefits - better team sharing and team building, cross-silo innovations, better faster communications, understanding and acceptance corporately, better productivity, access to the right resources and subject knowledge, collaborative co-creating, and a memory trail.

Some of the pitfalls to deploying collaboration process, methods and technologies? One size fits all roll-outs and deployments to staff; senior management not seen to be participating in the new ways of collaborating; trying to engage staff without a personal "hook"; and understanding where and how staff sit and engage on the technology adoption curve.

Bottom line, collaboration is a good thing for team success and organizational success if properly introduced, adopted, reinforced and maintained.

Business benefits of Collaboration - Web 2.0, The Human Web

I was asked recently about how Web2.0 collaboration would help businesses and organizations. Immediately three things came to mind:

1. More innovation with Wikis

2. Increased accountability with Blogs
3. Better teamwork with Collaboration

Innovation because collaboration and Web 2.0 offers the ability for colleagues, team members, project members, from anywhere in any time zone to create, collaborate, problem solve and build ideas and products together.

Organizations and their customers, stakeholders, leaders and shareholders benefit from faster, well-grounded product and service innovations.

Before Web 2.0, businesses used only one way communication like press releases distributed via traditional media and with only promotional and informational content. Enter Web 2.0 and there is a whole new accountability factor for organizations.

Blogs are favoured by the public over press releases as a means to the "real" story; consumers, publics, taxpayers can post opinions to news articles, corporate missteps, government public spending. This quite simply and naturally leads to better performance by corporately by enforcing authenticity and candour.

Innovation and transparency: Two very good reasons to move to the human web and we haven't even touched on some of the other business drivers: employee satisfaction, business networking, relationship and team building, cost savings, revenue generation, profitability...

Check out a presentation I developed and delivered on Web 2.0, The New Human Web.

User Adoption and Information Architecture Defined

The realm of Information Architecture is enormously complex mostly because it’s a mix of art and science and related systems that all must work and mix together with the ultimate goal to ensure a site's users and visitors can easily and intuitively use the site and find and access the information they are seeking efficiently, quickly and painlessly.

Every Consultant and Information Architect wants to hear the words “Now that was a really easy application to use", "what a great website”, "it was so easy to...", “What a treat to be able to find what I was looking for” sadly these are not the words spoken about most websites or applications.

So what then are the attributes of good information architecture leading to fast user adoption?

• Combinations of search, indexing, categorization and navigation
  
• Research based in science: search logs, web analytics, entry path analysis, key search terms, top downloads, top visits, top uses, user surveys
• Qualitative research: focus groups and interviews to determine user needs, preferences and dislikes; usability studies to watch how users interact with the tool and see where users stumble
  
• Reviews of best practice sites – there are good examples out there that have been well-researched and well-funded and the results are evident in the intuitive, easy access to information and knowledge
• Well optimized content, metadata and taxonomy strategies – optimized for users and optimized to return top results on search engines
• Content well designed with visual aids and using inverted pyramid style of writing – most important information up top – with highlights, links and paragraph headings and subheadings
• Other credible sites linking to yours which boost your search results
  
• Fluid integration and optimization of your site's supporting technologies: search, indexing, WCMS, RSS, web communications, databases, business systems and enterprise architecture
• Think like a user
  

Mix all these together and like a great recipe the results are something to savour: “What a treat,” “What a positively delicious experience to be able to do what I can here to do and find what I was looking for and so easily,” "Chef I must have your recipe,"“I’ll take two to go please...”

Blogging, collaboration, social networking and connectivity

Eight years ago I was VP of Marketing at a high tech company developing web collaboration applications. At the time it was a tough sell trying to promote and communicate project web sites, team sites and collaboration sites before there was much of a market let alone understanding that users could come together in a dedicated website or space on the web and trade, expand, create, store and retrieve new ideas, documents and strategies.

Fast forward 8 years and we have a whole generation collaborating, gaming, connecting among groups of people and all over the world. Kids when they move these days bring their entire student networks with them. Connectivity is so ubiquitous with this generation that they expect employers to also be offering the same kinds of connectivity, performance, productivity and ease to support their business relationships as they now have with their personal relationships and productivity.

A great example of business catching up with connectivity...I attended a recent IT event - Summit 2008, a session on Web 2.0 and social networking. The room was packed, about 300 people at the session, many grey heads, evidently a mix of managers, business, and senior IT people. The speaker talked about blogs and asked for a show of hands of who was blogging. I was the only one in the room who put up my hand. This surprised me. Not because I was the only one blogging but considering the interest and participation - other sessions were not standing room only - I would have figured that others would be trying out blogs and the new connectivity applications. Not so. Not the generation who are managing the IT budgets and making the business decisions.

For a quick overview of the fast approaching future, just look to your sons and daughters, nieces, nephews, or grandchildren. They're not likely to let you on their Facebooks but sneak a peak anyway because its all about connectivity and relationships. The future is fast on our heels.

IDC and Nortel released a great study today on the world-wide connectivity habits of employed workers (n 2400 globally) - it's worth the price of signup/contact info to download a copy to learn about the 16% hyperconnectivity segment (people using >7 devices and >9 applications); 36% increasingly connected (using between 4-7 devices, 6-9 web apps). And the 36% are moving fast into hyperconnectivity; so soon more than half of all workers will expect their employers to be offering them connectivity. Better to get thinking about this now. Download a copy at: http://www.nortel.com/promotions/idc_paper/index.html

Setting objectives for your web channel strategy

Your website objectives should be based on your business or organizational needs because identifying these needs will help determine content priorities, user tasks, even your information architecture/navigation.

Review the following list of objectives and check off those that apply or that will help your business or organization:

• provide general information?
• educate your clients?
• provide reference information and documents?
• support decision makers?
• handle transactions?
• interact with the broader community?
• have information that only specific audiences should be able to access?
• comply with disclosure and legal requirements?
• gain a competitive advantage?
• develop or improve consultation?
• provide a private work area or space for groups of employees?
• provide a private work space for internal project teams?
• provide a secure work space for external client or partner teams?
• manage information?
• provide institutional information?
• publish institutional information?
• promote the institution's image?
• integrate the wide range of information available across the institution?

How do users find information on your website?

There are three primary methods for accessing, finding and exploring information on a website and each method must be optimized for usability standards so that they are easy and intuitive to use:

1. Access: The website’s first and second level information architecture;
2. Find: Search and information access through search engines
3. Explore: Guided navigation using content indexes to drill down to explore, find and access desired knowledge and information.

When is it time to refresh or create a new website?

There are some important new trends related to user needs and website usability factors that contribute to the decision to refresh and redo an entire website:

• Evolving User/Customer/Stakeholder Needs:

• User needs and audience expectations change due to organizational priorities, new methods of working, and new information.

• · Continually improving website usability standards

• Websites must remain fresh and relevant to users and potential users in order to have them continually return for knowledge acquisition and to want to contribute information and knowledge;

• User expectations for information acquisition, search, retrieval as well as usability standards change frequently as the world wide web grows and adapts therefore it is important that website managers respond to this by undertaking reviews of content, usability and bringing the system up to date regarding the most current standards for KTE (knowledge transfer and exchange) and usability.

• Other tools and information sources become available, therefore organizations wish to remain leading edge in understanding their audience and user needs for information in order to remain relevant; and 
•  Importance of establishing website goals: Organizations that wish to remain the leading or premiere sources of information and by extension have their users and stakeholder continually returning to their website must be cognizant that there are three primary methods for accessing, finding and exploring information on a KTE website and each method must be optimized for usability standards so that they are easy and intuitive to use:

1. Access: The website’s first and second level information architecture;
2. Find: Search and information access through search engines
3. Explore: Guided navigation using indexes to drill down to explore, find and access desired knowledge and information.

• To remain fresh, appealing and bring users back the website must have an easy, intuitive means to upload new knowledge and information in a variety of formats;

• That usability standards are present and systematically accounted for on the website to make the user experience as easy, simple and rewarding as possible.

It is important to note that new technologies and indeed a refreshed design may help to increase the awareness and penetration of the ideas, practices and methods as part of a broader marketing strategy. The corporate or product marketing strategy and any new directions for the website need to be aligned carefully.

Websites are living, breathing and need to be fed

To remain the premiere source of information and knowledge on a given topic, managers of web technologies are increasingly recognizing that their websites need to be living, dynamic tools which must be “fed” very regularly with the best and most current information.

These websites must be so useful to visitors by allowing efficient access and discovery such that their audiences and stakeholders continually want to return to retrieve information or offer new information to keep the website populated, dynamic and continually living, taking in and breathing out new knowledge and insight.

Establishing website goals

There are usually three over-arching goals for organizations that either want to refresh/redevelop their current site or plan a new website: 

• Goal No. 1: A website should have a detailed roadmap that sets out what new content should be added, the new fields required for its database and a set of detailed requirements that will guide the enhancement of the site’s user experience, web interface, its functionality and plot out the information architecture.

• Goal No. 2: Existing stakeholders and users should have access to the most current and robust information and research available that is easily accessible, easily found and available to them in a variety of formats that serve their needs and purposes.
  

• Goal No. 3: New customers, new users and new stakeholders should be able to easily find and access your website's information because the site and its content are optimized to return first page results from the leading search engines and because compelling marketing strategies are in place to promote the website and direct new users to the site.

By satisfying these three goals, your website becomes a leading source of information populated with relevant, timely, comprehensive, and current information that is available and published to the web in a variety of formats so that your users access your content in the way they want, in the format they want, when they want it.

Customer focussed websites

Want to know the secret of great websites? These sites are focused on how their customers find information. Sounds simple, but it rarely it unless intuitive usability principles are added. Check out these websites are my favorite example of great customer focus and design:

1. Web 2.0: iGoogle 

• customization, personalization, choice of many web parts, searchable, scannable web parts that can be displayed on my custom view, RSS options
  
• My iGoogle homepage contains many daily organization and inspirational web parts:
  

• to-do lists
• shopping lists
  
• sticky notes
  
• daily announcements/updates from my kids' schools
• motivational quotes

2. Commercial site: Kohler Bath and Kitchen

 

• excellent example of picklist guided navigation using Flash
• excellent use of search and access technologies
• excellent ways to navigate to get to desired information
  
• customer focused design, interest, movement
• best of smart web design driven by business objectives and satisfying customer needs

3. Non-Profit/Governmental Site: Centers for disease control and prevention (www.cdc.gov)

• best practice usability research went into site design
  
• smart indexing
• best of federated site search
• full level navigation by topic, audience, corporate

Finding and accessing website content

There are three fundamental ways that people find information and reports on a website:

1. By Navigation, i.e. a website's information architecture
2. By search
3. By an A-Z index

The secret is to ensure each one is properly configured and optimized.

One of the best search panels I have ever seen was used by the Centre of Disease Control (CDC) in the US.  I had the privilege of creating a search panel for another client pictured here and used some of the basis of the CDC's usability research into search best practices to create it:

Writing for the Web and Search Engines

It's simple really. If you've written well for the web, you've written well for search engines. That's because spiders crawl like people prefer to read on the web: titles, subheadings, highlighted words, bullets, hyperlinked text and use of short paragraphs with the most important information at the top of the page. All of these are listed in order of priority. For titles and subheadings, use plain language phrases that your users will Google and you'll start coming out on the top searches.

Who's Linking to You?

One of the best ways to get your site to the top of search engines, is to have reputable sites linking to your website. It's very easy to find out who and how many organizations and websites are linking to your website or blog.

In Google's Advanced Search, type your url into "Links: Find pages that link to the page"
To find out right now go to google, copy this link, and add your website name: link:www.yourwebsite.com

5 Steps to Getting Reports to the Top of Search Engines

These 5 steps in order from most important, are critical to being found on the web as search spiders go to these first in succeeding order:
1. Title your report to be found.
How would your clients/users/viewers google your information? This is what you want to name your report.
2. Add metadata such as keywords, descriptions, subjects and authors to your PDF document properties and save these to the PDF.
3. Add a title to your webpage.
Make it the same subject, title or keywords as for your report.
4. Use hyperlinks text descriptions on webpages to point to other relevant information within your site.
5. Get links from other organizations linking to your report, website or information.

Stay tuned to the next post to find out who and how many organizations are linking to you.

Corporate Web Marketing

This could easily be called "Powering the Invisible Web" because for corporate marketing using the web, the most important factors are what goes on behind the scenes. Today everyone googles: 91% of hospital CEO's google first to find information they are looking for. So things like search engine optmization, the 5 factors to get reports and information to the top of search engines, are critical to being found and providing credible information for an authoritative source.