How to create a profitable website strategy

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

Today’s Priorities

1. Industry Landscape
2. Small Business Websites
3. The Website Paradox
4. Planning Your Website Strategy

Presented by: George Giantsopoulos, Marketing Specialist

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


What do you use the Internet for?

Presented by: George Giantsopoulos, Marketing Specialist 5

Online Activities of Canadian Home Internet Users
2007 Percentage of Canadians 2009 Percentage of Canadians
100

90

80
P
e 70
r
60
c
e 50
n
t 40
a
g 30
e
20

10

0

Online Activity

Statistics Canada, The Daily, Monday, May 10, 2010, Canadian Internet Use Survey

Websites and small business
The 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 Guide

A 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, 2011

The 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/


www.filterjudge.com (old site)

The Problem…

Some small business owners
and entrepreneurs are
wasting time and money
building ineffective websites


The Answer…

$
Design your small business
website so that it is your
#1 marketing and sales
channel


The Answer…Website Purpose
Business Goals &
Objectives

HR, Operations, Finance, Marketing Goals &
Technology Objectives Objectives

Other Marketing
Website Strategy
Channels


Planning Your
Small Business
Web Strategy

5-Step Website Strategic Plan

Step 1 Step 2 Step 3 Step 4 Step 5
Website Design and Generate Convert Analyze
Goals and Build Traffic Traffic Into
Objectives Leads


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


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
Design and Generate
Build Traffic


Step 3 - Generate Traffic

1. Traditional Marketing Methods
2. Search Engine Marketing *
a) Search Engine Optimization (Organic Search)
b) Paid Advertising (PPC)
3. Blogging
4. Email Marketing
5. Social Media Step 1
Step 2 Step 3
Step 4 Step 5
Design and Generate
Build Traffic


8-14%
(SPONSORED LINKS)

86-92%

Step 3 - Generate Traffic

1. Traditional Marketing Methods
2. Search Engine Marketing
a) Search Engine Optimization (Organic Search)
b) Paid Advertising (PPC)
3. Blogging
4. Email Marketing
5. Social Media


Step 4 - Convert Traffic Into Leads

• Landing Page Optimization
• Content
• Call-to-Action

Step 2 Step 3
Design and Generate
Build Traffic


Step 5 - Measure

• Google Analytics

Step 2 Step 3
Design and Generate
Build Traffic


Understanding web-marketing

• Web Marketer VS Web Designer VS
Web Developer
• What’s best for my business?


Learning Outcomes

1. 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;


Questions
Presented by:
George Giantsopoulos
Reality Business Consulting
george@realityconsulting.ca

Download the Presentation

• Scan with your mobile device:

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