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You have a website - now what? - Updated Feb 2014
 

You have a website - now what? - Updated Feb 2014

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So you have a website for your business, or you know you should have a website for your business, but what do you actually do with it? ...

So you have a website for your business, or you know you should have a website for your business, but what do you actually do with it?

Every business should have website, a social media presence, and be blogging or be regularly posting new content to the web, but this requires careful consideration and planning.

This presentation will help you plan your digital business approach to ensure you are making the most of your online business opportunities.

See our other online business success workshops and webinars at: http://vanguardvisions.com.au/ebusiness-services/online-business-success-workshops-webinar/

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  • Introduce yourself– Elearningebusiness eportfolio consultancyWork with prominent business development programs/leaders like the City of Salisbury and City of Marion, as well as universities, VET providers and schoolsE-business Workshops / Webinars for national organisations such as ACPET, VELG Training, TDC, Wendy Perry & AssociatesEncourage questions /discussionOPEN Vanguard Visions Website / Dashboard
  • So why is now a good time to be working on your website?
  • The internet is a game changer, with a number of industries significantly changing or being ‘broken’, for example :Music industry being changed by ‘peer to peer’ file sharing which significantly impacted the number of retail musiceBooks means that we are seeing less and less bookstoresMurdoch can’t dump his newspaper shares quick enough as it’s a dying industryPlaces like Harvey Norman, Myer etc are feeling the impact of online shoppingDeloitte Access Economics (NBN Business Readiness Survey) is predicting that:One third of business are significantly being impacted by the internet now, with nearly 5 out of 10 businesses feeling some impact (32% + 17%) on the short fuseWhere does your business sit on this chart?
  • How many people have a website?Get people to give you their URL – have a look at them – discuss likes / dislikes
  • How many people have a website?Who is your target market and where are they?What is it’s purpose?Do you manage it or do you outsource this?How does it function on your mobile phone or the iPads?How does it function in different web browsers?How easy is it to navigate – find information?In August 2012, less than half of Australian businesses (43.1 per cent) had an online presence, such as a website, eBay store or social media page. The gap between micro and big businesses remains quite large, with just 33.2 per cent of micro businesses having a web presence compared to 97.3 per cent of big businesses. Businesses in the agriculture, forestry and fishing (13.0 per cent), transport, postal and warehousing (21.6 per cent) and construction (31.9 per cent) industries were the least likely to have an online presence.Source: Digital Business (August, 2012) - http://www.digitalbusiness.gov.au/2012/08/02/more-australian-businesses-getting-online-latest-abs-statistics/ Stats from the annual Summary of IT Use and Innovation in Australia Businesses , reported by the Australian Bureau of Statistics  (ABS)
  • So you have a website (or you’re planning on getting a website), now what?What other things should you be thinking about with your website?
  • Search Engine OptimisationLook at the Vanguard Visions Consulting dashboard for a pageWhat keywords or ‘search terms’ / mega-data are you using and why?Use them a lot in the content of the pageUse the SEO wizard / plug-in in the back-end of your websiteThematic words – ‘telecommunications’ – also use: mobile phone, telephone, etc (Use a thesaurus or Google Adwords) Google.com/trends for what Google analytics offers limited key words – ie lots of organic Google searches on VVC was “Allison Miller” – add this to the mega-dataKey features?Unique Page titles/URLs Landing page should have a call to action … Call us now on ……. Click here to register to receive updates about this and other similar programsImages – use ‘alt’ tags which are a “call to action” … book now, call usEncourage ping backs or hyperlinking or blog comments from / to other credible websitesCross linking your website from other pages, your blog, your e-list, flyers etcPrivacy page – to build trust around your website … states what you do with people’s information who register with your site … “We only use your contact details for processing your purchases; sending you our blog / e-newsletter. We do not pass on or sell …. “Other advertisingon your website (ie Google Adsense “an easy way to earn money from your online content. Simply display relevant and engaging ads on your website, mobile sites, videos, site”)How often are you updating your website? What are you updating it with? Is it bringing people to your website?How are you promoting the new content beyond your website?
  • Content is King when it comes to websites so:What types of content do you use on your website?Text, images, embedded video,What makes it unique / original?How can you enhance it? – Images (Alt tag), Hyperlinks, Comments, Voting/Polls, Give aways, Infographics, Members’ only section, Forums, Blog or web page? – User Engagement; Subscribe via email/RSSLearn some HTML - http://www.w3schools.com/html/default.aspSource: 21 Ways to Create Compelling Content When You Don’t Have a Clue - http://www.copyblogger.com/create-content-ideas/ Steal content and ideasGet it from somebody else — either content, or ideas, or both. “borrowing with the author’s blessing”.Done right, this can produce some valuable content that the authors you “stole” from will thank you for using!Curate content. Find your ten favorite websites, and then find your favorite post on each of them. Publish a post listing these top ten posts, and explain why you like them. Ask friends for ideas. If you’re tapped for ideas, then reach out to your friends and colleagues, and ask them what they’d like you to write about. Ask your audience. You can kick the last strategy up a notch by reaching out to your audience. Do an interview.Solicit guest posts.Create content without creating contentIf you have to create your own content, then there are a whole bunch of ways to do it without “creating content”.Create a best-case study. Think about your favorite blog, company, or product, and write a post about why you like them so much. Explain what you think they’re doing right, and what others can learn from their example.Create a worst-case study. Same thing, but focus on a blog, company or product that you hate. Explain your frustrations with it, explain why it is successful anyway, and explain what you would do differently.Write a review. Think about a product that you like, and are happy to endorse, and write a review about it. Explain your success. Think about a time when something went really right for you, and write a post explaining how you got it to happen. Explain all of the steps that you took to get there. Draw out the lessons that you learned, the lessons others can learn as well. Explain your failure. A post about your most challenging experiences is likely to be powerful just by virtue of how intense the original experience was for you, explain what you learned from the process.Link to old favorites. Go through your archives, and make a short list of your old favorite posts that newer readers probably haven’t read. Do a quick deconstruction, and explain what you were thinking when you wrote the posts, what worked, and what didn’t.Find out what’s trending. Visit google.com/trends, click on the “More Hot Searches” link, and pick something from the list.Get inspiredThe last thing you can do when you’re fresh out of ideas is to recharge and get inspired.Go for a walk.Go to the theatre.Explore new cultures.Tell your story.
  • Online Store or other eCommerceDo you do any e-commerce?Online Stores?eBayIntermediaries ieEventbrite, PayPal Others?Do they help drive people to your website – include website / social media links on their pagesWhat design, functionality and security do you use?What is the user experience like? – Once spent 15 mins trying to buy a book and couldn’t work out how to pay for thingRetail Store promoted ‘Buy Online’ options but on the website there were no ‘buy online’ option buttons for some of the stock?Source: Nina Cross - How to Create an Online Store and Shopping Cart With Thesis - http://diythemes.com/thesis/create-online-store/ Retail – Make it a visual experience:Image Gallery Landing Page - products arranged in a grid, with products spanning horizontally and verticallyStandard Landing Page - your products will be listed vertically with product details right on the homepageMake it easy to search:Categories / ProductsMake it easy to buy:User friendly shopping cart … minimum number of steps
  • Getting people to your website – other than SEOWhat social media sites (social media optimisation SMO)do you use to ‘encourage’ people to go to your website – special offers, interesting blog posts, Facebook Page – Facebook boost of posts; Facebook Page Ads PromotionsLinkedIn Company Page – LinkedIn GroupsGoogle Plus Company Page – Google Plus GroupsPinterest / InstagramTwitterTumblrOthers?Google Adwords? – Pay per click to your website (Google Ads - Search Engine Marketing SEM)?eLists / eNewsletters– Subscribe option on your website Lots of hyperlinks to your website – Email marketing service to track which links people are engaging withSMS Messaging – include call to action – egLaubman and Pank reminding me to book an appointment – included phone no and URL Traditional – Newspaper/Mag ads; flyers/brochures; email signature; business card; pull-up banner; sponsorship; letterheads/footers in documents – Include QR codes or bit.ly or tinyurlOthers?
  • ROI – Return on Investment or Realization of InfluenceHow do you know if your efforts are getting you anywhere?:Google AnalyticsWebsite AnalyticsFacebook AnalyticsBit.lyConversion to sales / referrals / Benchmarking and evaluating
  • Spend a few moments planning your marketing and comms
  • What will you investigate further and why?
  • Ask participants to complete the online workshop evaluation

You have a website - now what? - Updated Feb 2014 You have a website - now what? - Updated Feb 2014 Presentation Transcript

  • Salisbury / Modbury You have a website, now what? Allison Miller, Vanguard Visions Consulting
  • You’ll find these slides at: slideshare.net/vanguardvisions
  • Session Overview • Why is now a good time to be working on your website? • You have a website • Now what? • What will you investigate further? • Workshop evaluation
  • Why is now a good time to be working on your website?
  • Better infrastructure / access • 92% of Australian business have internet access • Australian Bureau of Statistics (2013) • 79% of Australian homes have the internet • Good e-practice guidelines for disadvantaged learners in VET (2013) • 90% of Australians have an internet-enabled smartphone Image: Telecommunications - http://en.wikipedia.org/wiki/Telecommunication • AIMIA Mobile Phone Survey
  • Internet is already a game changer Source: Deloitte Access Economics Pty Ltd (2013) – http://www.deloitte.com/view/en_AU/au/services/financial-advisory/deloitte-access-economics/05660fd56ab1e310VgnVCM1000003256f70aRCRD.htm
  • You have a website
  • Website? Target market? Purpose? Managing it? User experience? Image: - Hypertext Transfer Protocol http://upload.wikimedia.org/wikipedia/commons/7/75/Internet1.jpg
  • Now what?
  • Key words? Key features? Advertising? Updating? Image: SEO Blocks - http://upload.wikimedia.org/wikipedia/commons/8/8a/Seo-blocks.gif
  • Cloud Computing aka “the Cloud” Types? Unique/Original? Enhancements? Blogging? Image: Content Spray Paint Logo - http://upload.wikimedia.org/wikipedia/commons/d/d8/Content_-_spraypaint_logo.jpg D23 Expo 2011 – Marvel Panel - http://farm7.staticflickr.com/6070/6081398164_0aec977321_o.jpg
  • eCommerce? Design? Functionality? Security? Image: eCommerce Logo - http://upload.wikimedia.org/wikipedia/commons/9/9c/E-commerce.jpg
  • Social Media? Google Adwords? eLists? SMS? Traditional? Image: Focus Chart - http://farm9.staticflickr.com/8248/8517733992_e4db3ce19a_o.jpg
  • Analytics? Conversion? Benchmarks? Others? Image: Understanding the relationship between cause and effect by Brian Solis - http://www.flickr.com/photos/briansolis/6786026984/
  • Marketing & Comms Strategy
  • You have a website – now what? - Overview: • Determine/Review • Target market • Purpose • Design fit for purpose • Regular original content • SEO / SMO / SEM • ROI / Tracking / Benchmarking • Feedback / Input • Review / Revise / Plan Image: “Designing Learning in the Digital Age - Melbourne, March 2013” by Vanguard Visions Consulting - www.flickr.com/photos/77018488@N03/8569658553/
  • Updating your website/web presence is like exercise, unless you’re doing it regularly, it’s a waste of time. Miller, 2013
  • What will you investigate further?
  • Workshop evaluation
  • Want to know more? More info: digitalcapability.com.au Register for eUpdates: bit.ly/digitalcapability Follow on: Twitter - twitter.com/digitalcapabili Facebook - facebook.com/digitalcapability LinkedIn - bit.ly/DCLinkedIN Google+ - bit.ly/DCGoogleplus Pinterest - pinterest.com/vanguardvisions
  • Allison Miller 0400 732 270 allison@vanguardvisions.com.au vanguardvisionsconsulting.com.au vanguardvisionsconsulting.com.au