The simple act of shopping and dining out in town has changed. Customers reach for their smart phone, tablet, laptop or computer to help them decide where to eat, where to shop and what to buy. Making sure that your business can be found online, has accessible information, gets positive word of mouth and stays front of mind with your customers will ensure that you survive and thrive in 2014.
This presentation was the first of a two part workshop series which provided businesses with tips on how to make retail, services or hospitality business stand out online within the Yass Valley region.
Topics included: websites, mobile, search optimisation, Google Adwords, ecommerce basics.
This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au
This workshop was presented by Threesides Marketing www.threesides.com.au
3. Our Mission
To provide energised leadership, share innovative
solutions, broker positive relationships and deliver
valued projects to the region.
Regional Priorities
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Regional Development Planning
Education, Employment & Investment
Transport – Infrastructure & Services
Regional Food
Digital Economy Transition
Living & Working Sustainably
4. Key Initiatives
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South East Region of Renewable Energy Excellence
Regional Sponsored Migration Scheme
Southern NSW Harvest Association
Capital Region Digital Enterprise Program
How We Can Help
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You
Access to government programs
Advice and training
Sourcing skilled labour
Grants - support and data
Networks and contacts
7. We help these businesses with their online marketing:
Old Bus Depot Markets
National Parks NSW
Yass Valley Council - Tourism
Hellenic Club Canberra
Allbids.com.au
Sportsmans Warehouse
DDCS family Lawyers
National Driving Academy
Trev’s café Dickson
(and more…)
8. Learning Outcomes
1.
Identify your digital customer and the
components of an online marketing plan
2.
Learn the uses of popular Google tools for
business: SEO, Adwords, analytics
3.
Understand the customer digital journey to your
business – websites, mobile optimisation
4.
Consider the basic requirements for
Ecommerce functionality on websites
9. What can we achieve today?
Inform
Inspire
Direct
12. Aussies are now
spending on average
23.3 hours online each
week, 3.5 times more
than the 6.7 hours we
were spending online
back in 2003.
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14. Your Digital Customer
• Who are they? - age, location,
income
• Are they lookers or buyers?
• What information do they really want
from you online
• How and when do they want to
access your info?
• Do they want to purchase directly
from you?
• Develop a better understanding of
your online customer
16. Your business Digital Footprint
1.
What does your business
look like online right now?
2.
Where can I find you?
Website, Social, Directories, links?
3.
Where can’t I find you?
4.
What do I find when I
get there? Is it accurate
5.
What do you need to do to
improve your digital footprint?
17. ONLINE
MARKETING
PLAN+ TACTICS
Establish your existing Digital
WEBSITE &
Content
LOCAL
SOCIAL Media +
Review Sites
Listings +
directories
Footprint
Define your customer
DIRECT:
Email marketing
Develop your plan + Tactics
Set your budget and define
resources
Digital
Tactics
SALES &
Distribution:
e-conmerce
connections
ADVERTISING:
Adwords +
Facebook
EVALUATION:
Analytics +
Webmaster tools
Evaluate
LINKS
SEARCH
SEO / Content
25. Search engine optimisation
Know your keywords
Create Search Engine Friendly Content
Build valuable Links
Create titles and labels
Create Social Media links
Ensure you site loads fast
Have a clean menu structure
Optimise for people first!
31. Pay Per Click Advertising (PPC)
Pay for individual keywords and appear in the paid /
sponsored listings
Each word has a different cost from $0.30c - $2.00+
The more competition for a word the higher the cost
You put credit $$ on your account (or get billed)
You only pay for clicks – not impressions
34. Adwords questions
Won’t my competitors click my ad and send
me broke?
How much should I spend?
How do I know it worked?
Why does the price keep changing?
Who can help me?
40. Good websites will
1. Solve a customers problem and meet their need
2. Attract and Engage them with your story
3. Educate a customer - tell them something they didn’t know but
needed to
4. Allow a customer to contact you to continue a sales conversation
5. Allow a customer to transact with you
6. Accurately and truthfully reflect your business
7. Be easy to use on any device
8. Be a low friction and enjoyable experience
41. 4 Ways to Start
a Website
gettingbusinessonline.com.au
website developer
wordpress.com
hostify.com.au
1. Getting Aussie
Business Online
Website (Basic
site)
2. Start a blog
3. Get a template
site
4. Find a website
developer
42. From desktop to mobile- why??
Mobile sales have already
overtaken desktop sales, and
mobile internet usage is
predicted to overtake desktop
internet usage by 2014
67% of users claim they are
more likely to purchase from
a mobile-friendly website
Source: http://searchenginewatch.com
44. Mobile what?
Mobile friendly
• Website that functions correctly on a mobile device
• Tiny scaled down version of a site
Mobile website
• Completely separate website designed specifically for use
on a small mobile device
• m.yourwebsite.com.au
Responsive website
• Can detect the size of the viewing device and adapts to suit
45. How much should I pay?
Quality and level of functionality of product will
determine price.
Basic design / static page site = $500-$1500
Basic design + Template based CMS site = $2500+
(wordpress, joomla, drupal)
Custom Design + CMS Site = $4000+
Custom Design+CMS+Ecommerce = $7000+
51. Next steps
1. Establish your digital footprint
2. Profile your online customers
3. Understand your keywords and build links
4. Consider google adwords
5. Review your customers website journey
6. Investigate E-commerce options
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53. Workshops and Consultations
Workshops
Series of 17 workshop topics (59 workshops) over the next 12 months
Free sessions – subsidised by federal government – in Queanbeyan and
across the region
Digital Consultations
4 hour digital business consultations
Develop a digital plan
Identify 3 get started now actions
Help you start in the right digital direction