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Effective Online Presence For Small Businesses In a Multi-Platform World © Camilyo 2014 - Confidential Ziv Koren, CMO www.camilyo.com

Creating an effective online presence for small businesses on the new web

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A presentation delivered at the Jerusalem Web Marketing Convention on 27.5.14 covering the pros and cons of various online presence strategies and the effect of Facebook recent changes on small business marketing on Facebook.

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Page 1: Creating an effective online presence for small businesses on the new web

Effective Online Presence For Small Businesses In a Multi-Platform World

© Camilyo 2014 - Confidential

Ziv Koren, CMO www.camilyo.com

Page 2: Creating an effective online presence for small businesses on the new web

How can you double your revenues and gain hundreds of new customers with no

effort in 10 easy steps?

Page 3: Creating an effective online presence for small businesses on the new web

I have absolutely no idea!

Page 4: Creating an effective online presence for small businesses on the new web

Creating an effective online presence for small businesses on the new web

Page 5: Creating an effective online presence for small businesses on the new web

Small businesses must go online to survive!

Page 6: Creating an effective online presence for small businesses on the new web

While lacking the budget,

SMBs’ needs are similar to those of a

bigger company

Page 7: Creating an effective online presence for small businesses on the new web

Every Small Businesses needs to:

Priority

Timeline

Becreate engaging online and social presence

Promotebring visitors to its online presence

Convertturn visitors into leads

Sellturn leads into 1st time customers

Retainturn 1st time customers to returning customers

Page 8: Creating an effective online presence for small businesses on the new web

Which was difficult enough in the old web

and much more so in the new

Page 9: Creating an effective online presence for small businesses on the new web

The New Web

Page 10: Creating an effective online presence for small businesses on the new web

This used to be the web

Page 11: Creating an effective online presence for small businesses on the new web

This is the web today

Page 12: Creating an effective online presence for small businesses on the new web

This used to be the web

Your Website

Page 13: Creating an effective online presence for small businesses on the new web

This is the web today

Page 14: Creating an effective online presence for small businesses on the new web

Users move between platforms to accomplish a goal:

• Each platform serves a different intent • Desktop browsing is research oriented • Mobile browsing is action oriented• Social browsing is for discovery and

recommendations

Page 15: Creating an effective online presence for small businesses on the new web

An effective cross platform presence is:

• Interaction optimized

• Platform optimized• Intent optimized

Page 16: Creating an effective online presence for small businesses on the new web

Cross Platform Strategies

Page 17: Creating an effective online presence for small businesses on the new web

Your visitors don’t give a f**k about the technology your site was built with

Page 18: Creating an effective online presence for small businesses on the new web

They do give a f**k when:

• they can’t get done what they need to get done

• interactions are awkward and broken• your site takes forever to load

Page 19: Creating an effective online presence for small businesses on the new web

This will get your users pissed…

Page 20: Creating an effective online presence for small businesses on the new web

Mobile web or mobile app?

Page 21: Creating an effective online presence for small businesses on the new web

APP$$$$

Download barrierAt least 2 versions (IOS +

Android)Can’t be searched

Very rich UXFaster

WEB$-$$$

Bookmark barrierOne version

Search friendlyRich UX

Fast enough

Page 22: Creating an effective online presence for small businesses on the new web

When do you need a mobile site?

• Always

• So people can find you on the go

• So people can reach you on the go

• So people can do the one action they need from you when on the go

Page 23: Creating an effective online presence for small businesses on the new web

When do you need a mobile app?

• Are you offering a service your customers are using at least once a week?

• Can this service be used or purchased on-line?

• Does it require a really rich interface?

• No? don’t bother.

Page 24: Creating an effective online presence for small businesses on the new web

Responsive web or dedicated mobile site?

Page 25: Creating an effective online presence for small businesses on the new web

What is responsive web?

Page 26: Creating an effective online presence for small businesses on the new web

Responsive Web Design

Page 27: Creating an effective online presence for small businesses on the new web

Responsive site• A single site that adapts its layout to fit the browsing

device display features

• Uses CSS and Java script on the client side

ProsContent synchronization

Easier to maintainAlso a solution for TabletConsistent look and feel

Fully utilizes HTML5 features

ConsLoad speed

Not optimized for intent Design limitations

Need to replace existing siteNot supporting older browsers

(IE8)

Page 28: Creating an effective online presence for small businesses on the new web

Dedicated mobile site• A separate site optimized for mobile browsers and

mobile intent

• Use device detection to redirect users (java script on the desktop site)

ProsLoad speed

Optimized for intent Independent design

No need to replace existing site

Supports older browsers (IE8)

ConsContent synchronization

Harder to maintainNo solution for Tablet

Small businesses don’t always have access to their site codeOnly supports browsers with

full HTML5

Page 29: Creating an effective online presence for small businesses on the new web
Page 30: Creating an effective online presence for small businesses on the new web

Adaptive site• A single site adapts its layout and functionality to fit the

browsing device display and the user intent

• Uses server side adaptation to deliver the optimized version to the client device

ConsVery few commercial productsNot supporting older browsers

(IE8)Need to replace existing site

ProsContent synchronization

Easier to maintainAlso a solution for TabletConsistent look and feel

Optimized for intentNo design limitation

Page 31: Creating an effective online presence for small businesses on the new web

One upon a time in Zuckland

Page 32: Creating an effective online presence for small businesses on the new web

Likes ruled

Page 33: Creating an effective online presence for small businesses on the new web

Likes equaled exposure

• Likes = subscribers

• Applications = user activity

• More likes + content = user activity -> exposure

• More exposure = more likes • Etc.

Page 34: Creating an effective online presence for small businesses on the new web

Happy days are over

Page 35: Creating an effective online presence for small businesses on the new web

What changed?

• Likes only matter if = potential leads or customers

• Content drives retention not exposures

• Apps that generate exposure are less effective

• There no exposure without advertising

Page 36: Creating an effective online presence for small businesses on the new web

A new strategy is needed

Page 37: Creating an effective online presence for small businesses on the new web

Conversion focused strategy

• Focus your ad budget to bring leads and conversions

• Use apps that drive conversions (coupons, contact forms, appointment booking) and promote them with ads

• Use Facebook retargeting

• Use custom audience targeting (not 100% kosher but who cares)

Page 38: Creating an effective online presence for small businesses on the new web

What can be done for free?

• Prioritize content which brings user value (promotions) over content that brings exposure (funny pictures)

• Interact with your leads outside of Facebook

• Cross post on other social networks

• Use the feed as a service and support channel

Page 39: Creating an effective online presence for small businesses on the new web

Time for questions!

[email protected]