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How to create a profitable website strategy

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Wtih over 3 Billion online searches per day, is your website being found and generating sales for your business.

George Giantsopoulos is the principle of Reality Business Consulting, a creative Internet-marketing company that helps businesses grow by using proven marketing, website, social media and SEO principles to attract new customers. We produce real and measureable results for your business.

George is experienced marketing professional, presenter, philanthropist and an accomplished entrepreneur himself.

This presentation is intended to help the business owner plan their website strategy based on sound marketing principles and planning exercises used by George and his team.

Published in: Business
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How to create a profitable website strategy

  1. 1. World Wide Web of Opportunity:How to create a profitable website strategy Presented by: George Giantsopoulos Reality Business Consulting george@realityconsulting.ca www.realityconsulting.ca
  2. 2. Today’s Priorities1. Industry Landscape2. Small Business Websites3. The Website Paradox4. Planning Your Website Strategy Presented by: George Giantsopoulos, Marketing Specialist www.realityconsulting.ca
  3. 3. Presenter Background• Marketing and Web-Marketing Specialist – Internet marketing services – Marketing planning services• Successfully co-founded and built a technology company in 2000 – 2003 Finalist Business of the Year Award Toronto Board of Trade - Scarborough Chamber• Over 13 years of professional experience in various marketing, technology and entrepreneurial capacities working with many types of businesses Presented by: George Giantsopoulos, Marketing Specialist www.realityconsulting.ca
  4. 4. IndustryLandscape
  5. 5. What do you use the Internet for? Presented by: George Giantsopoulos, Marketing Specialist 5 www.realityconsulting.ca
  6. 6. Online Activities of Canadian Home Internet Users 2007 Percentage of Canadians 2009 Percentage of Canadians 100 90 80Pe 70r 60ce 50nt 40ag 30e 20 10 0 Online Activity Statistics Canada, The Daily, Monday, May 10, 2010, Canadian Internet Use Survey
  7. 7. Websites and small businessThe Internet is a Part of the Way We Do Business. – In 2011, 86% of Households in Canada have access to the Internet Canadian Inter@ctive Reid Report 2012 Fact GuideA Professional Website is Key to Small Business Success. – “The bottom line is that owning a small business in 2010 means owning (at least) a website, it should go without saying that entrepreneurs who fail to take advantage and bring their business online will undoubtedly be left behind.” “Online presence key to small business success”; Jameson Berkow , Financial Post, September 8, 2011The Internet is Really BIG – There are 555 million websites on the Internet in 2011 – 2.1 billion Internet users worldwide in 2011 ~ 271 million Internet users in North America Pingdom Inc.; http://royal.pingdom.com/2012/01/17/internet-2011-in-numbers/ Presented by: George Giantsopoulos, Marketing Specialist www.realityconsulting.ca
  8. 8. Small Business Websites
  9. 9. http://www.busybeebeeswax.ca/
  10. 10. www.filterjudge.com (old site)
  11. 11. www.slansportsmanagement.com
  12. 12. WebsiteParadox
  13. 13. The Problem… Some small business owners and entrepreneurs are wasting time and money building ineffective websites Presented by: George Giantsopoulos, Marketing Specialist www.realityconsulting.ca
  14. 14. The Answer… $ Design your small business website so that it is your #1 marketing and sales channel Presented by: George Giantsopoulos, Marketing Specialist www.realityconsulting.ca
  15. 15. The Answer…Website Purpose Business Goals & Objectives HR, Operations, Finance, Marketing Goals & Technology Objectives Objectives Other Marketing Website Strategy Channels Presented by: George Giantsopoulos, Marketing Specialist www.realityconsulting.ca
  16. 16. http://www.dropbox.com
  17. 17. Planning YourSmall Business Web Strategy
  18. 18. 5-Step Website Strategic Plan Step 1 Step 2 Step 3 Step 4 Step 5 Website Design and Generate Convert AnalyzeGoals and Build Traffic Traffic IntoObjectives Leads Presented by: George Giantsopoulos, Marketing Specialist www.realityconsulting.ca
  19. 19. Step 1 – Website Goals and Objectives • What is the Purpose • Goals ≠ Objectives • Objectives Specific Measurable Achievable Realistic Time defined. Step 2 Step 3 Step 1 Step 4 Step 5 ≠ Design and Generate Website Goals Convert Traffic Analyze • Site Visitor $ Build Traffic and Objectives Into Leads Presented by: George Giantsopoulos, Marketing Specialist www.realityconsulting.ca
  20. 20. Step 2 - Design and Build• Open Source CMS• Desktop and mobile• Design is key 37% now have mobile Internet access compared to 5% in 2001 “Ipsos Canadian inter@ctive Reid Report - 2012 Fact Guide” Step 2 Step 3 Step 1 Step 4 Step 5 Design and Generate Website Goals Convert Traffic Analyze Build Traffic and Objectives Into Leads Presented by: George Giantsopoulos, Marketing Specialist www.realityconsulting.ca
  21. 21. Step 3 - Generate Traffic1. Traditional Marketing Methods2. Search Engine Marketing * a) Search Engine Optimization (Organic Search) b) Paid Advertising (PPC)3. Blogging4. Email Marketing5. Social Media Step 1 Step 2 Step 3 Step 4 Step 5 Design and Generate Website Goals Convert Traffic Analyze Build Traffic and Objectives Into Leads Presented by: George Giantsopoulos, Marketing Specialist www.realityconsulting.ca
  22. 22. 8-14% (SPONSORED LINKS)86-92%
  23. 23. Step 3 - Generate Traffic1. Traditional Marketing Methods2. Search Engine Marketing a) Search Engine Optimization (Organic Search) b) Paid Advertising (PPC)3. Blogging4. Email Marketing5. Social Media Presented by: George Giantsopoulos, Marketing Specialist www.realityconsulting.ca
  24. 24. Step 4 - Convert Traffic Into Leads • Landing Page Optimization • Content • Call-to-Action Step 2 Step 3 Step 1 Step 4 Step 5 Design and Generate Website Goals Convert Traffic Analyze Build Traffic and Objectives Into Leads Presented by: George Giantsopoulos, Marketing Specialist www.realityconsulting.ca
  25. 25. Step 5 - Measure• Google Analytics Step 2 Step 3 Step 1 Step 4 Step 5 Design and Generate Website Goals Convert Traffic Analyze Build Traffic and Objectives Into Leads Presented by: George Giantsopoulos, Marketing Specialist www.realityconsulting.ca
  26. 26. Understanding web-marketing• Web Marketer VS Web Designer VS Web Developer• What’s best for my business? Presented by: George Giantsopoulos, Marketing Specialist www.realityconsulting.ca
  27. 27. Learning Outcomes1. Website is a sales tool;2. Just because you build it, it doesn’t mean they will come;3. Integrate web into marketing and business strategy; Presented by: George Giantsopoulos, Marketing Specialist www.realityconsulting.ca
  28. 28. Questions Presented by: George GiantsopoulosReality Business Consulting george@realityconsulting.ca www.realityconsulting.ca
  29. 29. Download the Presentation• Scan with your mobile device:• http://www.realityconsulting.ca/presentation-download/ Presented by: George Giantsopoulos, Marketing Specialist www.realityconsulting.ca

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