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Using the Web for Your Business Barry Roberts Program Manager, Webmaster UW-Madison SBDC
Goals for the Session <ul><li>Determine the best way to use the Web for your business </li></ul><ul><li>Review best practi...
 
Survey Says: Do you already have a website? <ul><li>Yes </li></ul><ul><li>No </li></ul>
Have you registered a domain name? <ul><li>Yes </li></ul><ul><li>No </li></ul>
Do you sell online now? <ul><li>Yes </li></ul><ul><li>No </li></ul>
Are you using social media for your business? <ul><li>Yes </li></ul><ul><li>No </li></ul>
How will you develop & manage your web presence? <ul><li>Do it yourself </li></ul><ul><li>Hire an independent consultant t...
Which topic would be  most  helpful to you now? (choose one) <ul><li>Domains & hosting </li></ul><ul><li>Web site design <...
Three Uses for the Web <ul><li>Informational </li></ul><ul><ul><li>Catalog </li></ul></ul><ul><ul><li>Brochure </li></ul><...
Why the Web? <ul><li>What do you want your website to accomplish? </li></ul><ul><li>Highlight products/services  </li></ul...
Target Customers <ul><li>Who are they? </li></ul><ul><li>What do they want from you? </li></ul><ul><li>How do they use the...
 
How Customers Use the Web <ul><li>Informational </li></ul><ul><ul><li>Highlight products/services </li></ul></ul><ul><ul><...
Informational Website <ul><li>Relatively easy to create & update </li></ul><ul><li>Low cost </li></ul><ul><li>Gets you int...
Web Site Design <ul><li>Do it yourself </li></ul><ul><ul><li>Homestead  www.homestead.com   </li></ul></ul><ul><ul><li>Des...
DIY Using Homestead <ul><li>Four Main Steps </li></ul><ul><li>Sign-up </li></ul><ul><li>Choose a design </li></ul><ul><li>...
 
Choose a Design
 
 
Law Office Example <ul><li>www.zinberglawoffice.com   </li></ul>
Internet Marketing <ul><li>Customer information and feedback </li></ul><ul><ul><li>Use incentives to get contact informati...
Quick ‘n Dirty Content Marketing <ul><li>You know good  stuff . </li></ul><ul><li>Offered in the right form (friendly, eng...
Web Resources <ul><li>Domain name search  www.whois.net   </li></ul><ul><li>Homestead  www.homestead.com   </li></ul><ul><...
Search Engine Optimization <ul><li>The Small Business Owner's Handbook to Search Engine Optimization: Increase Your Google...
Action Steps <ul><li>Use business planning principles for planning your web presence. </li></ul><ul><li>Determine how you ...
 
Questions?  Other Resources?
 
User Profiles <ul><li>Creators : make content-blog, music, pics, video </li></ul><ul><li>Critics : respond to content-revi...
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Beginning Web for Business Presentation

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Transcript of "Beginning Web for Business Presentation"

  1. 1. Using the Web for Your Business Barry Roberts Program Manager, Webmaster UW-Madison SBDC
  2. 2. Goals for the Session <ul><li>Determine the best way to use the Web for your business </li></ul><ul><li>Review best practices for developing a successful web presence </li></ul><ul><li>Demonstrate one way to build and launch a new site </li></ul><ul><li>Share resources </li></ul>
  3. 4. Survey Says: Do you already have a website? <ul><li>Yes </li></ul><ul><li>No </li></ul>
  4. 5. Have you registered a domain name? <ul><li>Yes </li></ul><ul><li>No </li></ul>
  5. 6. Do you sell online now? <ul><li>Yes </li></ul><ul><li>No </li></ul>
  6. 7. Are you using social media for your business? <ul><li>Yes </li></ul><ul><li>No </li></ul>
  7. 8. How will you develop & manage your web presence? <ul><li>Do it yourself </li></ul><ul><li>Hire an independent consultant to help </li></ul><ul><li>Hire a design & marketing firm </li></ul>
  8. 9. Which topic would be most helpful to you now? (choose one) <ul><li>Domains & hosting </li></ul><ul><li>Web site design </li></ul><ul><li>Marketing on the web </li></ul><ul><li>E-commerce </li></ul><ul><li>Web business strategy </li></ul><ul><li>Other? </li></ul>
  9. 10. Three Uses for the Web <ul><li>Informational </li></ul><ul><ul><li>Catalog </li></ul></ul><ul><ul><li>Brochure </li></ul></ul><ul><ul><li>Customer finds you </li></ul></ul><ul><li>Marketing </li></ul><ul><ul><li>You find the customer </li></ul></ul><ul><ul><li>E-promotions </li></ul></ul><ul><ul><li>Provide incentives </li></ul></ul><ul><li>Selling : e-commerce </li></ul><ul><ul><li>Monetization </li></ul></ul><ul><ul><li>Fulfillment & Service </li></ul></ul>Selling Marketing Informational
  10. 11. Why the Web? <ul><li>What do you want your website to accomplish? </li></ul><ul><li>Highlight products/services </li></ul><ul><li>Attract new clients </li></ul><ul><li>Serve existing clients </li></ul><ul><li>Sell products online </li></ul>
  11. 12. Target Customers <ul><li>Who are they? </li></ul><ul><li>What do they want from you? </li></ul><ul><li>How do they use the web? </li></ul><ul><li>How much time do they spend on the web? </li></ul><ul><li>How much money do they have to spend? </li></ul><ul><li>How technology savvy are they? </li></ul>
  12. 14. How Customers Use the Web <ul><li>Informational </li></ul><ul><ul><li>Highlight products/services </li></ul></ul><ul><ul><li>News/updates/resources </li></ul></ul><ul><ul><li>Service and contact information </li></ul></ul><ul><li>Marketing </li></ul><ul><ul><li>E-promotions & S.E.O. </li></ul></ul><ul><ul><li>Content expert-blog, report </li></ul></ul><ul><ul><li>Social networks </li></ul></ul><ul><li>Selling : e-commerce </li></ul><ul><ul><li>Marketplace-eBay, Amazon </li></ul></ul><ul><ul><li>Own online store </li></ul></ul>Selling Marketing Informational
  13. 15. Informational Website <ul><li>Relatively easy to create & update </li></ul><ul><li>Low cost </li></ul><ul><li>Gets you into search engines and listings </li></ul><ul><li>Usually static, not very interactive </li></ul><ul><ul><li>Listing like Yellow Pages </li></ul></ul><ul><ul><li>E-brochure </li></ul></ul><ul><li>Good place to start & build up </li></ul>
  14. 16. Web Site Design <ul><li>Do it yourself </li></ul><ul><ul><li>Homestead www.homestead.com </li></ul></ul><ul><ul><li>Design software: Dreamweaver, Frontpage </li></ul></ul><ul><li>Hire a designer </li></ul><ul><li>Hire a firm to design, host and market your site </li></ul>
  15. 17. DIY Using Homestead <ul><li>Four Main Steps </li></ul><ul><li>Sign-up </li></ul><ul><li>Choose a design </li></ul><ul><li>Customize It </li></ul><ul><li>Publish it </li></ul>
  16. 19. Choose a Design
  17. 22. Law Office Example <ul><li>www.zinberglawoffice.com </li></ul>
  18. 23. Internet Marketing <ul><li>Customer information and feedback </li></ul><ul><ul><li>Use incentives to get contact information </li></ul></ul><ul><li>Email marketing </li></ul><ul><li>Affiliate marketing programs </li></ul><ul><li>Paid ads </li></ul><ul><li>Blogs and articles </li></ul><ul><li>e-Newsletter or reports </li></ul><ul><ul><ul><li>Always ask for contact information: opt-in lists </li></ul></ul></ul><ul><li>Social media—Facebook, Twitter, LinkedIn </li></ul>
  19. 24. Quick ‘n Dirty Content Marketing <ul><li>You know good stuff . </li></ul><ul><li>Offered in the right form (friendly, engaging, portable), the stuff that you know can be helpful, valuable, entertaining to people. </li></ul><ul><li>People will like you for offering it to them. </li></ul><ul><li>People will tell others about you giving them good stuff. </li></ul><ul><li>Those people may buy your product/service. </li></ul><ul><li>Lather, rinse, repeat… </li></ul><ul><li>Adapted from posting by Kat French, June 17, 2009 </li></ul>
  20. 25. Web Resources <ul><li>Domain name search www.whois.net </li></ul><ul><li>Homestead www.homestead.com </li></ul><ul><li>Constant Contact www.constantcontact.com </li></ul><ul><li>IMS www.ims.net (local resource) </li></ul><ul><li>SEO Book www.seobook.com </li></ul><ul><li>Google for AdWords, Kewords, Analytics, etc. </li></ul><ul><li>eBay marketplace www.ebay.com </li></ul><ul><li>PayPal online payments www.paypal.com </li></ul><ul><li>Web help resource www.websitetips.com </li></ul><ul><li>Design help www.websitesthatsuck.com </li></ul>
  21. 26. Search Engine Optimization <ul><li>The Small Business Owner's Handbook to Search Engine Optimization: Increase Your Google Rankings, Double Your Site Traffic...In Just 15 Steps - Guaranteed (Paperback) </li></ul><ul><li>by Stephen Woessner (Author) </li></ul>
  22. 27. Action Steps <ul><li>Use business planning principles for planning your web presence. </li></ul><ul><li>Determine how you will build a site: </li></ul><ul><ul><li>Self </li></ul></ul><ul><ul><li>Hire an independent designer </li></ul></ul><ul><ul><li>Hire a web design & marketing firm </li></ul></ul><ul><li>Determine your web marketing strategy </li></ul><ul><li>Start experimenting & upgrading </li></ul>
  23. 29. Questions? Other Resources?
  24. 31. User Profiles <ul><li>Creators : make content-blog, music, pics, video </li></ul><ul><li>Critics : respond to content-reviews, comments </li></ul><ul><li>Collectors : organize content-RSS, tags, votes </li></ul><ul><li>Joiners : joins groups, social networking sites </li></ul><ul><li>Spectators : reads, watches, listens </li></ul><ul><li>Inactives : doesn’t participate online </li></ul><ul><li>From Groundswell by Josh Bernoff and Charlene Li of Forrester Research </li></ul>
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