building your online strategy workshop
DESCRIPTION
Resources from Business Victoria's workshop that will help you develop a strategic plan for improving your online presence.TRANSCRIPT
Summary
• Online Environment• Business Strategy• Customers• Basic Foundations• Search Engine Optimisation• Social Media• Other Online Opportunities
Introduction
State of Play
• Mobile Devices• Apps vs. Responsive• NBN – National Broadband Network• Cloud Computing• Business Model
Page 3 - 8
Business Strategy
Business Strategy
• A plan and direction• Set Goals, including Financial Goals• Offline vs Online Strategy• How to make it all work
Page: 9,18,68-75
Online Opportunities
• Global Marketing• Online Business Tools• Automated Sales & Communications• Level playing field• Access to Data• Cloud Computing• Social Media• Online Learning
Page: 3-8,20-22,40-50
Customers
Identify Customers
• Who they are• Segmentation• Who are you targeting “new customers”
Page 12-13
Understanding your customers
• Understand their behaviour• What do they want• What are their needs• Where they are• How they interact
Page: 53-59,68-69
Why is this important
• Helps with Content• Drives keywords in SEO• Where you will put your effort• Structure of your website• BLOG articles
Page: 35,51-56,61-64
Engaging with your customers online
Be authentic and credible
What is your ‘voice’, who are you for
your customers
Be relevant
Who are your customers,
what are their needs,
who/what influences
their purchase decisions,
what do they value
Be known and found
Where do your
customers gather, what
channels enable your customers to refer you to
other customers
Be accessible
How do your customers want to buy from you,
how do they want to
receive your product, how do they want
to provide feedback
Source: www.yourmarketingteam.com.auPage 10
Content Guidelines
• Sweet spot of content–Digestible–Solves a problem–Inline with your expertise (Competitive
Advantage, Unique Selling Proposition)• Of interest to your customers• Fresh & engaging• Contain keywords
Page: 25,87
Basic Foundations
Basic foundation for success
• Platform (CMS, Connectivity)• Website Structure / Architecture• Goal Setting• Content Creation (words, photos, video)• Resources (People & Skills)• Budget• Measurement
Page 29
Your business website
E-Business
E-Newsletter
Customer database
Content Management System
Contact usBlog
Customers and testimonials
Who we are
Products and services
Home pageWebsite
Page 29
SEO
Statistics
• Google has a 94% marketshare• 80% of website a found in Search Engines• 87% don’t look on the first page• First 3 links get the most clicks• 90% of sales are researched online
How Search Engines Work
• Spiders, bots• Index• Algorithm
Page 61
Search engine optimisation
Website
Website
Website
Website
Links
Meta tags
Titles
ContentWebsite
Search engine
DatabaseIndex
Links
Meta tags
Titles
Content
Words in:
Locates
Crawls
Produces
Visits
Launches
Sends hierarchy of results
Searches keywords
Algorithm
Page:60
Results Page
• “throw in Screen dump”
• Organic vs. paid• Google places
Keyword Research
• Customer Language• Competitor Research• Google Keyword Generator Tool• Website Analytics
Page 50,87
Search ‘coffee to go’
On Page Techniques
• Page Title• Header Tags (H1, H2)• Meta Tags• Optimising Images (Alt Tags, Naming Image)• Keyword Links• SEO friendly URLs• Keywords in content
Link Building
• Online Directories (Free & Paid)• Blogs and Forum• How to articles• Social media posts• Links from other websites• Google Places/Maps• Video Submission• Mini-sites
Social Media
Setting the scene
• Network Effect (WOM)• The role of Social Media in driving traffic to your
website• Risks & Benefits of Social media
Social Media Strategy
• Objectives• Roles you can play
–Listening, Talking, Supporting & Energizing
• Social Media Image–Your voice, authentic
• Social Media Policy• Tactics• People & Skills
Page: 40,50
Social Media Tools
• Facebook• Twitter• YouTube• Linked In• Google +• Blogs
Page: 42-50, 35-38
• Insert screendump here
Online Misc
Sales & Marketing Functions
• Online Advertising –Google Adwords–Facebook
• Mobile–Websites–Apps
• Email Marketing• eCommerce
Page: 65-73
Small Business Mentoring Service
Business mentors help you to identify a clear direction for you and your business.
Business mentors can also advise you on how to:
conduct market research
price and/or cost your products or services
develop an effective marketing strategy
use other business management tools
To arrange a session with a business mentor go to:
www.sbms.org.au
Questions?
Thank you for attending
Check outbusiness.vic.gov.au/workshops
for more workshop information