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Essentials to getting online


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Essentials to getting online

  1. 1. Essentials to Getting Online MARK WALTON AND RACHEL MURRAY – HYDRANT
  2. 2. Hydrant Digital agency based in Carlisle Web Design and Web Development, Online Marketing and Support @TeamHydrant 0845 862 1111
  3. 3. Hydrant What we do: What do we make?  Web Design  Mobile Apps  Web Development  Learning Management Systems  Online Marketing  Web Applications  Search Engine Optimisation  And… lots of websites!  Web Apps / Mobile Development
  4. 4. Overview  1. Creating and managing your website  2. Getting people to see your website  3. Marketing your website  4. Engaging with your audience  5. Managing everything
  5. 5. 1. Creating Your Website Why do I need a website for my business?  Point of Contact  First Impression  Available 24/7  Reach New Audiences  Promoting your Business  Although, It's actually better to have no website at all than to have one that makes your business look bad. Your site speaks volumes about your business.
  6. 6. 1. Creating Your Website What should the website do?  Your website needs to give an idea of exactly what your business does  Include business information (contact details, location, opening hours)  Include FAQ’s  Keep content fresh and updated  Include an online shop?
  7. 7. What do I need? 1. Creating Your Website  Domain Name  Hosting  Conduct Competitor Research  Website Design and Development  E-Commerce – Payment Gateway, Operations and Resources  Content Management System  Outsource  Support and Maintenance
  8. 8. 1. Creating Your Website Domain Name:  It should be your website name  Generic or Brand Name  Long or Short  Com,, org, net  Should you have more than 1
  9. 9. 1. Creating Your Website E-Commerce Sites – What else do you need?  Shopping Cart  Payment Gateway and Merchant Account  Customer Support  Good Hosting  Order Fulfilment
  10. 10.  1. Creating Your Website HTML: The code used by web developers to tell internet browsers what they should be seeing.  Javascript: A web programming language which allows the designer to embed programmes into a web page.  Flash: Often used to embed animations or videos into web pages.  DNS: The internet 'phone book' which translates what you type into your browser into binary IP addresses.  URL: 'Uniform resource locator': essentially another way of saying 'domain name  IP address: Your site's Internet Protocol address is the binary equivalent to the domain name.
  11. 11. 1. Creating your website You may choose to use a supplier/agency/designer to help create your site … so what do you provide in the brief?  Features, technical constraints and preferences, software and functionality  Include background information, timescales and expectations  Invite companies to respond Consider Responses and Interview Ideally, get a techie to help you write it! Assess, Contract and Begin
  12. 12. 1. Creating your website . Why conduct competitor research? • Understanding the market • Forecasting the potential for the market • Understanding what competitors are offering • Keeping tabs on competitors' prices • Determining offerings in ancillary markets • Finding new customers and better targeting to customers
  13. 13. 1. Creating your Website (Examples)
  14. 14. 1. Creating your Website (Examples)
  15. 15. Checklist 1. Creating Your Website  Register your domain name before you start  If the domain name you want is taken, you can contact the owner  Register more than one domain name for extra coverage  Hire a designer/developer who has worked on similar projects  Provide the designer with a clear brief of your requirements  Keep your website updated and looking professional
  16. 16. Workshop – Create a Brief Create a brief to provide to an agency/ designer/ developer on the requirements for either an updated website or a new website for your business Include:  Features that you require  technical constraints and preferences  Software and functionality  background information  Timescales  Expectations and deliverables
  17. 17. 2. Getting people to see the website SEO is the process of improving the visibility of a web site or a web page in search engines using natural search results. SEO is:  Creating a great, seamless user experience.  Communicating to the search engines your intentions so they can recommend your website for relevant searches.
  18. 18. 2. Getting people to see your website Search engines want to do their jobs as best as possible by referring users to websites and content that is the most relevant to what the user is looking for. So how is relevancy determined?  Content  Site Performance  Authority  User Experience and Site Navigation
  19. 19. 2. Getting people to see your website  Update your Meta Deta  Create Backlinks  How do I do this?
  20. 20. 2. Getting people to see your website Think about…  What defines a conversion for you?  What are your goals?  Do you know your assets and liabilities?  Focus on your Meta Data (title tags and meta descriptions)
  21. 21. 2. Getting people to see your website Google Analytics  Google Analytics is a powerful tool to analyse traffic to your website  Create a Google Analytics account  Install - add your Google Analytics code into your website  Set Webmaster Tools  Measure and track site traffic
  22. 22. 2. Getting people to see your website
  23. 23. Checklist 2. Getting people to see your website  Update Meta Data  Gain Backlinks to your site (Directories, Press Releases, Blog Articles, Social Networking)  Submit site to webmaster tools  Get Google Analytics to measure and manage site analytics  Regularly check site traffic, how people are getting to your site, what they are searching for and how can you improve on that
  24. 24. Consider a product that you sell, or a service that you offer and consider how you would like people to find you on Google. Workshop Create the SEO Data for your product or service in the following format including Keywords, and description
  25. 25. 3. Marketing your Website  Write great content  Blogging  Pay Per Click and Search Engine Optimisation  Email Marketing  Word of Mouth (Forums, Comments)  Press Releases  Social Media
  26. 26. 3. Marketing your Website
  27. 27. 3. Marketing your website Blogging  Comment on various blogs in your niche is a great way to build awareness for your site as well as build relationships with bloggers in your niche. Another great result from this is that generally if you are commenting on other peoples blogs, they’re more eager to check your blog out and comment on yours.  Tell people about your new site – and keep them updated of any changes and new additions!
  28. 28. 3. Marketing your website Press Releases  Build Links  Opens up to a new audience  Full of keywords and association to the business  Local encouragement: In-Cumbria, Cumberland News, News and Star  Boosts online visibility
  29. 29. 3. Marketing your website  Choose where your ad can appear  Decide on a budget  Decide on content/ advert (Headline, Description)  Pick keywords that can help your ad show in searches  Monitor results, and change accordingly  Decide on Landing Page  Decide on ROI
  30. 30. Checklist 3. Marketing your website  Write great content for your website  Let others know by marketing  Send your first email marketing campaign  Issue a press release  Share links to your social media profiles  Write a blog post  Start telling people that you are online
  31. 31. 4. Engaging with your audience  Small business owners who haven't gotten started with social media might be overwhelmed, intimidated and confused by sites like Twitter, Facebook, Pinterest, Google+, YouTube when they consider what to do and what not to do when using these sites for business.  Good news is, that it is easy to get started using social media and it can be fun and open up the possibility of new opportunities.
  32. 32. 4. Engaging with your audience  Design every element of your profile to best reflect your business. Your name, bio, website and profile picture should all work together to tell your story.  Over time, your Tweets will convey your own voice and style. Don’t be afraid to let your personality come through, or that of your employees  Engage - The right content converts people into customers, and turns customers into advocates.  Follow and Learn - But before you begin, it’s a good idea to follow and observe businesses similar to yours to see what they are doing well, and to learn from their mistakes.  Promote your @username
  33. 33. 4. Engaging with your audience Good practice when using social media  Sharing relevant content – consider what followers want to see  Monitor Staff Profiles – Policies in place, restrictions  Don’t join to many networks – time demanding  Measure what works – see what you are doing right, and keep doing that  Cross Promote – Tweet your pins, Facebook about your blog  Don’t rush to speak, listen first!
  34. 34. 4. Engaging with your audience Facebook Setting up a business page on Facebook is very simple and something that every business owner can do no matter how un-tech savvy they are.  Learning the lingo of Facebook  Interact with other brands, businesses and organizations  Engagement and interaction are the name of the game on Facebook  Growth takes time and don’t get discouraged
  35. 35. 4. Engaging with your audience What is Twitter all about?  It's a platform wherein users share their thoughts, news, information in 140 characters of text or less.  Twitter makes global communication cheap and measurable.  Profiles are (usually) public. Users "follow" each other in order to keep tabs on and converse with specific people.  Your username, profile pic, header image and bio should also reflect who you are
  36. 36. 4. Engaging with your audience  In short, Twitter is a relationship building and relationship maintenance tool; the most ob vious business use of Twitter is to meet potential customers and leads the same way you would at networking event or tradeshow. However, you can also use it to: 1) Develop and promote your brand 2) Interact with your customer base and track what people are saying 4) Create buzz around upcoming events 5) Help individual employees act as liaisons to the public 6) Promote other content you’ve created, including webinars, blog posts or podcasts 7) Develop direct relationships with bloggers and journalists for potential PR placement
  37. 37. 4. Engaging with your audience What can you gain from social media?  Increased brand awareness and creditability  Increased website traffic and website engagement  Higher average order values  More repeat business, increased loyalty  Reach into new and existing markets  Insight into customer opinions and opportunities  More sales and increased profitability
  38. 38. 4. Engaging with your audience Checklist  Pick one social media site to start – find out where your audience is, and go there!  Create a social media time budget – limit your time to fit into your schedule  Clarify your goals and objectives – What do you want to accomplish?  Outline your approach - Will you be a communicator, present a mix of personal and business information?  Complete your profile  Sit back and watch – spend some time observing and learning the ins and outs before deciding how you will approach the social media site to promote your business
  39. 39. 5. Managing everything On paper, this whole checklist might seem like your business should run like clockwork. In reality, you will not get everything right the first time (no one ever does). You might be losing customers during checkout, your content might not be competitive enough to show up in search engines, your business value offering might be misdirected , and so on.. It is important to regularly analyse how your online business performs and look for areas of improvement.
  40. 40. 5. Managing everything Checklist:  Regularly check analytics and monitor site traffic  Keep content updated on site  Keep Tweeting and sharing things online  Let people know about your website  Engage with your audience  This will help you position your marketing efforts and improve on underperforming areas, while driving home your advantage in areas you are succeeding.
  41. 41. Hydrant Start  Hydrant Start is a low cost solution for the ‘standard’ requirements we hear on many project enquiries.  It also allows you to update text and images yourself to keep your site up to date without additional cost. We’ve listened to feedback from our clients and developed a tool that is simple to understand, extremely easy to use and charged as an ‘all inclusive’ easy to budget monthly cost.  All products including above starts at £15 per month plus VAT
  42. 42. Hydrant Start Each site includes:  Unlimited pages.  A clean design that can be enhanced further if your budget allows  Site performance overview, with visual graphs and charts.  Self service content management system.  Hosting with 1 mailbox (More can be purchased).  Access to online knowledge base and ticketing system.  5GB Storage  Technical Updates
  43. 43. Consider all the elements discussed today and plan the five steps of getting online for your business. Workshop  1. Do you have everything to create a website? – What do you need?  2. How are you going to get people to see your website? Think about Search Engines, keywords and listings  3. What marketing will you do?  4. How will Social Media help? In what ways?  5. How will you manage it all?
  44. 44. Hydrant Digital Agency based in Carlisle Web Design and Web Development, Online Marketing and Support  @TeamHydrant  0845 862 1111  Mark Walton  Rachel Murray