An online presence in order to export with a digital strategy

“If your
business is
not on the
internet, then
your business
will be out of
business.”

The Transformation of Business
DEVELOPING AN ONLINE PRESENCE
Global business is impacted by the ‘global
mindset’ of customers
SMEs can become global without leaving
home
SMEs can compete effectively with large,
international firms
Business and trade has changed.

FIND NEW CUSTOMERS IN OVERSEAS
MARKETS www.yourcompanyname.com
Benefits of Being Online
CONDUCT BUSINESS 24 / 7
BUILD BRAND AWARENESS
ACCESS NEW MARKETS IN A LOW COST
MANNER
IMPROVED CUSTOMER RELATIONS

Assessing Your Potential
Are you e-business ready?
IT RESOURCES MANAGEMENT PERSONNEL CUSTOMERS
COMPETITION SUPPLIERS PROFITABILITY
Tip: In doing your
assessment, keep in mind
the many ways you can
improve competitiveness
in this venture.

No Website? No Problem
One no longer needs to know code
to set up and manage a website.
Nor does one need to spend
thousands to have a site developed.
There are many options available
for small business owners.
WEBSITE BUILDERS
FREELANCE MARKETPLACES

Shopify
Shopify offers online retailers a
suite of services including
payments, marketing, shipping and
customer engagement tools to
simplify the process of running an
online store for small merchants.
Shopify can be used to sell physical
or digital products, as well as
services

Amazon
AMAZON GLOBAL SELLING
FULFILLMENT BY AMAZON
CUSTOMER SERVICE

Freelance Marketplaces
Freelance marketplaces are a
meeting place where qualified and
skilled freelancers from anywhere in
the world can find work and get paid.
Freelance marketplaces act as an
intermediary providing a safe and
convenient way to contract remote
experts for one-time projects.

Developing an Effective Website
LOOK AT THE
WORLD
THROUGH
YOUR
CUSTOMER’S
EYES

Consider the steps a potential customer may take in choosing to
purchase the goods/services your company offers.
What information will they need to make the decision?
What will help make that decision easier?
What will turn the customer off?
Adopting a Customer-Centric Approach

Google is the most used website in the world -
Google conducts 3.5 billion searches per day
More than 50% of Google searches come from
mobile phones
Only 8.5% of people advance to Page 2 of a Google
search
Paid ads (at the top or side of a Google search)
receive less than 10% of clicks
The top 3 organic search results get 60% of clicks
Step 1
Google is the first place she will look. Will you be found?

A clearly articulated value proposition from the
seller found at the top of the home page
A site that is easy-to-use
A site that is supported by credibility boosters
A site that looks professional
Step 2
Following a Google search, websites are likely to be reviewed. What do
tourists want to know. Will they find what they are looking for?
Remember: You only have 7 seconds to impress and
explain!

Adhere to standard web layout conventions
Adhere to standard design conventions
Use meaningful navigation labels so people can find the information
they want easily
Ensure that your website is fully responsive
‘Contact Us’ should always be accessible
Ensure that there are no broken links
Use images, but avoid stock photos where possible
Form Over Substance
Design will be the first consideration in informing if a prospective
customer can trust the information you provide and the services you offer.

Certifications
Licenses
Awards
Testimonials
Referrals
Photos
A blog to demonstrate a high level of subject-knowledge
Step 3
How do you inspire enough trust to propel a prospective customer into
making a purchasing decision?

Website Tips
INTEGRATED
INTERACTIVITY
PROFESSIONALISM
RESPONSIVE
CLEAR NAVIGATION
INITIAL IMPRESSION
LOAD TIME
CALL TO ACTION
CLUTTER
SEARCH
ENGINE
OPTIMIZATION

Offers wide, international reach
Enhances credibility
Collects feedback and improves service offerings
Enhances customer relations
Bolsters sales
Why Social Media?
How do you inspire enough trust to propel a prospective customer into
making a purchasing decision?

WHAT Facebook is a multi-purpose social networking platform.
WHY Facebook is used for building relationships with customers and boosting
credibility.
WHO With over 2.2 billion active users worldwide, everyone should be on
Facebook, no matter what industry you’re in (with the exception of strictly
B2B companies).
HOW Facebook is about building relationships and not hard selling. Share all
kinds of online content, as well as events and promotions. Paid ads are a
must. Think of FB ads like Google ads.
WHEN Run ads and share organic posts 2-3 times a day.
TIP Use video content – both Facebook live and recorded. By 2019, 80% of the
world’s internet traffic will be video.
Facebook

WHAT LinkedIn is a social media networking site for businesses and professionals.
WHY LinkedIn is mainly used for professional networking, helping to connect
business with other businesses (suppliers, colleagues, like-minds, potential
partners).
WHO All professionals should be on LinkedIn. There are 550 million users and
almost 80% are over the age of 35.
HOW Develop a thorough company description and profile page and share industry
related information.
WHEN Post on LinkedIn once or twice a week, master your profile and keep it up to
date.
TIP Join industry groups and take part in the conversations.
LinkedIn

WHAT Twitter is referred to as a ‘microblogging’ service. Messages (Tweets) are
limited to 140 characters.
WHY Twitter is used for building relationships and credibility. It’s a good platform to
use for customer service and engagement.
WHO Twitter is best for companies that are very current and have frequent news to
share (think sports business, media professionals, musicians, fashion
designers).
HOW Share the most current industry/company information (case studies, news,
updates, new technologies) as soon as it happens.
WHEN Post on Twitter often – multiple times a day.
TIP Include a picture in your Tweets and pay attention to peak posting times.
Learn to use hashtags correctly (no more than 2 per tweet.
Twitter

WHAT Instagram is a video and photo sharing social networking service owned by
Facebook, particularly useful for service providers that can market through
visual elements (architects, fashion designers, marine biologists, etc.).
WHY There are 800 million active users. It is considered the best platform for user
engagement.
WHO Instagram is a mobile exclusive platform, mainly used by those under 30.
HOW Master Instagram Stories and hashtags.
WHEN The best posting frequency for Instagram is the posting frequency that you or
your business can keep up with consistently.
TIP Post quality over quantity. For quick, ‘natural’ content (think events) use
Instagram Stories. Add polls to your stories to gather user feedback.
Instagra
m

Keep your personal and company accounts
separate
Pay attention to your profile and make full use of
the template offered
No matter the platform, engagement increases
with the use of videos and photos
Be interesting! Make users laugh; make them
feel good be relevant and timely
Use proper spelling and grammar - text talk is
never appropriate
Social Media Best Practices
Once you have chosen social media platforms, learn how to use them
effectively. Watch for variances and differences in best practices.
Be honest - do not be untruthful with users as the
truth has a tendency to come out in cyberspace
Solve customer service problems but do not
engage internet ‘trolls’
Be persistent and consistent - post often
Add value, not noise
Most of all – be social!

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