Building your Online Strategy workshop


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Resources from Business Victoria's workshop that will help you develop a strategic plan for improving your online presence.

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  • • Online Landscape: What is the current state of play online, what are the trends, what are some of the ‘must haves’ when going online?
    • Digital Strategy: What is a digital strategy, what are the elements you need to consider when developing a digital strategy?
    • Goals and Objectives: It is important before you jump into the online world to define your business goals and online objectives. 
    • Customer Research: Defining whom your customers are, where they are online and what their needs and wants are will ensure you’ll be able to deliver a more successful online strategy. 
    • Online Marketing: What is online marketing? What are the elements you need to consider when developing an online strategy?
    • Online Solutions: What are the basic foundations of an online solution? What makes a good website, what is hosting, a domain, a content management system, email marketing and selling online?
    • Search Engine Optimisation (SEO): What is SEO? How do search engines work? What are some of the benefits of SEO? What can you do to improve your chances of being found on search engines when someone searches for your goods or services?
    • Social Media Strategy: What is the current landscape of Social Media? What is a Social Media Strategy? What are some of the benefits of having a Social Media Strategy? What are some of the activities you can do when engaging in Social Media to improve the return on investment.
    • Online Advertising: What online advertising options there? What are the advantages?
    • Action List: Based on your learning, what are your key take homes and next actions?
  • Setting Business Goals is the first step, because your online strategy needs to be inline with your business goals. They should help you achieve your business goals
  • Many changes in technology enable business to do traditional business operations in a different way.
    These changes have opened up many opportunities and now online is considered in every aspect of operating a business.
    Here are some of the main online trends to know about (descriptions in workbook)
  • A Digital Strategy can be viewed as “Integrating digital thinking” into all aspects of your business
    “How can the digital world” help your business to become more profitable, streamline your business, increase your customer base
    Some of the Benefits
    • Remain competitive in today’s online world.
    • Improve customer service.
    • Help businesses to expand and grow. 
    • Improve quality control.
    • Streamline your business.
    • Frees you up from process-driven activities.
    • Improved redundancy (disaster recovery)
    • Increased customer base.
    • 24/7 sales.
    • Automated staff training/induction.
  • What do you want your Online Marketing to achieve?
    We do this by developing SMART online marketing goals (Specific, Measured, Achievable, Realistic and Time-framed) to achieve your business objectives.
    Specific: Does this objective tell you what you have to do to succeed?
    Measured: Does this objective tell you how your results will be measured?
    Achievable: Does this objective provide you with a challenge? Is it achievable?
    Realistic: Is this goal realistic with the resources you’ve got?
    Time-framed: What timeframe are you guided by and when should progress be reviewed?
  • Conducting Market Research is a crucial step in your online strategy.
    It’s important to look inside and outside the business.
    What are the challenges and opportunities
    Who are your customers?
    Demographics > Who your customers are; single, married, families, tourists, nature lovers, water sport enthusiast, business owners
    Geographic > Where are your customers from; local, 50 km radius, Victoria, Australia, International
    Psychographics > Why do your customers buy from you? What problem do you solve for them?
    WHY – So we can develop targeted online strategies campaigns (and… refer next slide)
  • Refer dot points
  • Now that we have define our business and online goals and have an understanding of our market and customers, now we need to understand (and develop) an online marketing strategy
    The key elements that make up an online marketing strategy are;
    Customer Database
    eMail Marketing
    Search Engine Optimisation
    Social Media
  • An online solution can consist of many layers
    - Website (what you customers see)
    - Content Management System CMS (what you use to update your website)
    - Customer Relationship Management CRM (Where you store information on your customers)
    - eNewsletter (eMail Marketing Software) – what you use to send enewsletters to your customers
    - eCommerce (the ability to sell online)

  • We are now entering Search Engine Optimisation
  • Here is an example of a Search Engine Results Page (SERP) showing Natural and Paid results
    The key to SEO and SEM (Google Adwords) is to be found here
  • Identifying the keywords is a crucial first step to embarking on SEO
    There are several options to discover what keywords to use.
    Ask your customers
    Competitor Research
    Google Keyword Generator Tool
    Website Analytics
  • Google Adwords Keyword Planner
    Consider logging into Adwords and demonstrating this
  • Recommend that the participant use the supplied SEO Mud Map to start to identify their own on page SEO.
    As you walk through each element, get them to write their Optimised Page Title, HI, Keyword links in the body copy etc
  • In terms of Off Page SEO techniques, give a brief overview of each of the follow considerations
  • Social Media also can have an effect on your SEO results.
    Google now looks at your social Influence and uses as another consideration in your rankings
    This slide is a great Segway into Social Media Strategy (next slide)

  • We are now moving onto Social Media Strategy.
    Before you jump into Social Media, developing a Social Media Strategy is a crucial step.
    Here are some of the main elements that make up a Social Media Strategy.

  • The main Social Media Channels include
    Google +

    It is also worth acknowledging (although we don’t go into depth)
  • Pinterest “Searched Melbourne Café:
  • When engaging in Social Media, it is important to consider the “hat you are wearing”, a combination of these “tones” is a great start.
  • Refer workbook (Page 23 for full descriptions and explanations)
  • Posting content
    • Ensure that the content you place on your blog and website are shareable by placing social media sharing buttons on these pages.  Tools available at sites such as 
    • Keep the content relevant, shareable and useable across different social media platforms. 
    • Choose topics that relate to your keywords and link back to your website and blog. 
    • Use images and video where possible.

    Social Media Management Tools
    • Tools like and  allow you to manage your social channels from the one portal.
    • Be careful not use the same language for all social media channels, each channel does have its own unique language, especially Twitter.
    • Take advantage of the reporting side of these tools to report on the success of the social media activities.

    Managing social media channels involves a lot of listening.  If you’re regularly posting content, it’s important to follow up on comments. 
    On all the social media channels, it is polite to ‘like’ (or its equivalent) anyone’s comments about what you’ve posted, as long as they’re vaguely relevant and not offensive, and then respond if a comment is either a question, needs clarification, or is a criticism.
  • Search Engine Advertising
    Search engine sites, such as Google search, Yahoo and Bing allow you to place targeted adverts connected to key words. Google Adwords is Google’s paid search marketing channel. Some advantages include:
    • Short-term strategy
    • Measurable
    • Targeted

    Social Media Advertising
    Social media sites, such as Facebook, Youtube, LinkedIn and now Twitter allow you to place targeted ads on their social networks. Some advantages include;
    • Short-term strategy
    • Link to your social pages or external link like your website
    • Measurable
    • Targeted

    Paid Directories
    There are many options to promote your business on specific directories that have similar audiences to you.  You can place targeted ads with the objective of building your brand and linking to your website to drive targeted traffic.  Some options include:
    • Paid directory listings, such as Sensis’s Yellow Pages web directory
    • Community sites such as 
    • Popular blogs such as   
  • Offline Measurement
    ‘Ask them’. Quite simply it is important to ask your customers “How they found out about you?” By doing this, you’ll get a good gauge as to how customers are finding you, both online and offline.

    Google Analytics
    Google Analytics is a powerful tool used to measure the activities on your website.  You can get to know your audience, trace their pathway to your website and see what they’re up to on your website. See 

    Social Media Measurement
    Social media analytics primarily measures:
    • Level of prospect engagement, i.e. interest in particular topics.
    • Growth in number of prospects.
    • Conversions.

    Examples of Measurements - Facebook Insights
    • ‘Reach’: the number of people who saw your post
    • ‘Engaged users’: the number of people who clicked on the post
    • ‘Talking about this’: the number of people who created a story from your post, e.g., ‘like’, ‘comment’ or ‘share’
    • ‘Virality’: the percentage of people who created a story out of the total number of unique people who saw your post

    Legal Considerations
    There are a number of legal considerations associated with online businesses. The main laws that apply in Victoria are:
    • The Spam Act 2003
    • The Privacy Act 1988
    • The Electronic Transactions Act 1999
    • The (Victorian) Electronic Transactions Act 2000

    Cyber Security and Privacy
    Protecting your online business is important to ensure continuity of operations. Cyber security involves three key areas:
    • Preventing viruses from infiltrating your device or network.
    • Data loss prevention.
    • Preventing identity theft, including scams or another person accessing your wireless network
  • Recap and quick summary of each section
  • Building your Online Strategy workshop

    1. 1. Workshop Structure • 3.5 hrs • Introductions • Breaks & Housekeeping • Networking • Workbook – Section 1 : Workshop and Exercises – Section 2 : Extended Learning – Section 3 : Useful Information
    2. 2. Summary • Online Landscape • Digital Strategy • Goals & Objectives • Online Marketing • Online Solutions • Search Engine Optimisation • Social Media • Online Advertising • Action List
    3. 3. Business Goals & Objectives • Your online activities should be inline with your business goals • What are your business goals? (Examples) –Increase Leads –Grow sales –Decrease administration –Find skilled staff •  Activity: Define your business goals
    4. 4. Online Landscape • It’s not just about having a website • Internet used across all aspects of business • Online Trends –Cloud Technologies –Mobile Devices –Software Integration –Crowd Sourcing –Crowd Funding
    5. 5. Digital Strategy • What is a Digital Strategy • Some of the Benefits –Remain Competitive –Improve Customer Service –Streamline Business –Free you up from process-driven activities –Increase customer base
    6. 6. Online Objectives • Identify your Online Objectives • SMART Goals • Your Online Goals (examples) –Set up a website in 1 month –Increase conversion by 2 months –Grow online sales by 8% in 2 months –Be ranked in position 1-3 for keywords in 6 months –Grow subscribers by 500 by end of year •  Activity: Define your Online goals
    7. 7. Research • Market Overview • Market Impacts and Influences • Key Challenges & Opportunities • Customer Segmentation –Demographics “Who are they?” –Geographic “Where are they?” –Psychographics “Why do they buy from you, at are their needs?” –What are they doing online?  Activity: Identify your customers
    8. 8. Why is this important • Helps with Content –Help solve your customers problems • Drives keywords in SEO • Where you will put your effort • Structure of your website • BLOG articles
    9. 9. Online Marketing Strategy • Website • Customer Database • eMail Marketing • eCommerce • Search Engine Optimisation • Social Media
    10. 10. eCommerce eNewsletter Customer database (CRM) Content Management System Contact us Blog Customers and testimonials Who we are Products and services Home page Website Online Solution
    11. 11. 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
    12. 12. How do search engines work? • Spiders, bots • Index • Algorithm
    13. 13. How do search engines work? Website Website Website Website Links Meta tags Titles Content Website Search engine Database Index Links Meta tags Titles Content Words in: Locates Crawls Produces Visits Launches Sends hierarchy of results Searches keywords Algorithm
    14. 14. Search Engine Results Page
    15. 15. Keyword research • Customer Language • Competitor Research • Google Keyword Planner Tool • Website Analytics •  Activity: Keyword research
    16. 16. …Search ‘coffee to go’
    17. 17. On Page Techniques • Page Title • Header Tags (H1, H2) • Meta Tags *Meta Description • Optimising Images (Alt Tags, Naming Image) • Keyword Links • SEO friendly URLs • Keywords in content •  Activity: On Page SEO – Mud Map
    18. 18. Off Page Techniques • Online Directories (Free & Paid) • Blogs and Forum • How to articles • Social media posts • Links from other websites • Google Places/Maps • Video Submission • Mini-sites
    19. 19. Social Influence • How active you are • Gaining likes, shares and follows • Receiving reviews • Social Media drives traffic to your website –Network Effect (WOM) –Website Integration
    20. 20. Social Media Strategy • Goals and Objectives • Customer Research • Company Support - Risks & Benefits • Social Media Policy • Social Media Image • Setting up channels & producing content • Maintaining • Measurement, Budgets & ROI
    21. 21. Social Media Sites • Facebook • Youtube • LinkedIn • Twitter • Google + • Instagram • Pinterest • Blogs
    22. 22. Social Media Engagement • Marketing • Listening • Informing • Supporting • Energising
    23. 23. Benefits of Social Media • Increase Search Engine Rankings • Reach people in early stages of buying cycle • Drive Traffic to your website • Increase conversion rates • Increase Repurchase incidents • Create Advocacy
    24. 24. Social Media Tips • Posting Content • Management Tools • Listening •  Activity: On Page SEO – Mud Map
    25. 25. Internet Advertising • Search Engine Advertising • Social Media Advertising • Paid Directories •  Activity: What are your online advertising goals?
    26. 26. Measurement • Offline Measurement • Google Analytics • Social Media Measurement • Other Considerations – Legal – Security – Privacy
    27. 27. What you have learnt! • Online Landscape • Digital Strategy • Goals & Objectives • Online Marketing • Online Solutions • Search Engine Optimisation • Social Media • Online Advertising •  Activity: Action Plan
    28. 28. 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: Small Business Mentoring Service Small Business Mentoring Service
    29. 29. Thank you for attending Check out for more workshop information QuestionsQUESTIONS?