Building your online strategy workshop

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

Twitter

• 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