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Managing your business online - Ionata / Digital Ready workshop

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Managing your business online - Ionata / Digital Ready workshop

  1. 1. Managing yourbusiness onlineLearn to say “why would I do that?”and mean it.
  2. 2. Digital ReadyTo improve Tasmanian small business operators’participation in the digital economy by providingtargeted knowledge, skills and advice throughmechanisms including forming businesscommunities of interest, a business e-kit andappropriate coaching.
  3. 3. Learn to say“why would I do that?” and mean it.
  4. 4. IONATA WEB SOLUTIONSPROJECT DO BUSINESS ONLINEDATE ACCOUNT TODAY OLIVER GEORGE
  5. 5. Themes for tonightOnline marketingSearch engine optimizationWeb contentCustomer relationship managementBusiness process
  6. 6. Plan of attackTalk about some key conceptsExamples and discussionRound up
  7. 7. Key take aways✓ Work out what matters✓ Make it measurable✓ Keep it real, but do it online✓ Remembering things is not a process
  8. 8. A tool to help usWorking out what really matters
  9. 9. YOUTUBE VIDEO TIME!HTTP://WWW.YOUTUBE.COM/WATCH?V=QOAOZMTLP5S
  10. 10. Business modelcanvas...
  11. 11. Key themesask yourself “why would I do that?”
  12. 12. Why would I doonline marketing?Because you see a market opportunity onlineBecause it’s where your customers areBecause it’s quicker and cheaperBecause you can do better targetingBecause it’s more measurable and accountableBecause things can “go viral”
  13. 13. Bad answer #1: because it doesn’t take much timeor effort to do online marketing.Bad answer #2: because I should do online what Ido offline.
  14. 14. Why would I do searchengine optimisation?You think being on the first page of google searchresults for a term will generate you business.You think you are a credible relevant choice to beon the first page.You’re willing to do work to prove it.
  15. 15. Bad answer: because it’s cheap to get someone todo it for me.
  16. 16. Why would I publishweb content?You have something to contribute which isinteresting and relevant to your marketTo inform your customersSo potential customers see signs of lifeTo communicate your brand and build awarenessTo improve your search ranking on specific searchterms
  17. 17. Bad answer: I can’t afford to do a websitebecause it’s so expensive to get set up.
  18. 18. Customer relationship management involves usingtechnology to organize, automate, and synchronizebusiness processes—principally sales activities, butalso those for marketing, customer service, andtechnical support.http://en.wikipedia.org/wiki/Customer_relationship_management
  19. 19. Customer relationshipmanagement... why?Save time, save money and provide a betterservice for your customers.Make things easier and more cost-effectiveImproving customer enquiry response timesResolving double-handling issuesRemoving repetitive manual processes
  20. 20. Bad answer: I’m fine just using my email inbox anda few sticky notes in my diary.
  21. 21. Why should I setup onlinebusiness processes?To allow customers to self serveAllow customers to do business outside youroperating hoursBecause your customers expect itBecause it’s where your customers like to dobusiness
  22. 22. Bad answer: I don’t think my customers go onlinemuch.
  23. 23. Work out what mattersby asking yourself “why would I do that?”
  24. 24. Everything youdo should reflectyour brand
  25. 25. You should be focusedon the touch pointsthrough your customerjourney.engage - buy - use - share - complete
  26. 26. Examplesask yourself “why are they doing that?”
  27. 27. EXAMPLE: DAVID PARUMS DESIGNSELLING DAMASCUS STEEL WEDDING BANDS FOR MEN ONLINE.
  28. 28. Checklist✓ On brand✓ Testimonial helps sales✓ Customer’s friends can talk about the ring
  29. 29. Make it measurableIf it’s online, it’s measurable.
  30. 30. Everything youdo should bemeasurable!
  31. 31. EXAMPLE: OVERLAND TRACK PHOTOGRAPHY TOURSLEARN TO TAKE AMAZING PHOTOS ON A GUIDED WALK
  32. 32. Topic “Why would I do that?” Online marketing Search engine optimization Web contentCustomer relationship management Business process
  33. 33. Keep it real, but do itonline!
  34. 34. EXAMPLE: GROUP EXERCISESHTTP://WWW.BUSINESSMODELGENERATION.COM/CANVAS
  35. 35. Topic “Why would I do that?” Online marketing Search engine optimization Web contentCustomer relationship management Business process
  36. 36. Remembering things,emails, sticky notes...none of that counts as process.
  37. 37. Questions & ideas
  38. 38. Key take aways✓ Work out what matters✓ Make it measurable✓ Keep it real, but do it online!✓ Emails and sticky notes = fail
  39. 39. Thank youGo do business online!

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