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Creating an effective online presence for small businesses on the new web
The document discusses the importance of an effective online presence for small businesses in today's multi-platform environment, highlighting the need for engaging websites optimized for different user intents on various devices. It contrasts the benefits of responsive versus dedicated mobile sites and emphasizes a shift from mere exposure through likes to a conversion-focused strategy involving targeted advertising and valuable content. Additionally, it offers practical steps for building online engagement and conversion while acknowledging the budget constraints faced by small businesses.
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Creating an effective online presence for small businesses on the new web
- 1. Effective Online PresenceFor Small Businesses In a Multi-Platform World © Camilyo 2014 - Confidential Ziv Koren, CMO www.camilyo.com
- 2. How can youdouble your revenues and gain hundreds of new customers with no effort in 10 easy steps?
- 3. I have absolutelyno idea!
- 4. Creating an effectiveonline presence for small businesses on the new web
- 5. Small businesses mustgo online to survive!
- 6. While lacking thebudget, SMBs’ needs are similar to those of a bigger company
- 7. Every Small Businessesneeds to: Priority Timeline Be create engaging online and social presence Promote bring visitors to its online presence Convert turn visitors into leads Sell turn leads into 1st time customers Retain turn 1st time customers to returning customers
- 8. Which was difficultenough in the old web and much more so in the new
- 9.
- 10. This used tobe the web
- 11. This is theweb today
- 12. This used tobe the web YourWebsite
- 13. This is theweb today
- 14. Users move betweenplatforms to accomplish a goal: • Each platform serves a different intent • Desktop browsing is research oriented • Mobile browsing is action oriented • Social browsing is for discovery and recommendations
- 15. An effective crossplatform presence is: • Interaction optimized • Platform optimized • Intent optimized
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- 17. Your visitors don’tgive a f**k about the technology your site was built with
- 18. They do givea f**k when: • they can’t get done what they need to get done • interactions are awkward and broken • your site takes forever to load
- 19. This will getyour users pissed…
- 20. Mobile web ormobile app?
- 21. APP $$$$ Download barrier At least2 versions (IOS + Android) Can’t be searched Very rich UX Faster WEB $-$$$ Bookmark barrier One version Search friendly Rich UX Fast enough
- 22. When do youneed a mobile site? • Always • So people can find you on the go • So people can reach you on the go • So people can do the one action they need from you when on the go
- 23. When do youneed a mobile app? • Are you offering a service your customers are using at least once a week? • Can this service be used or purchased on-line? • Does it require a really rich interface? • No? don’t bother.
- 24. Responsive web ordedicated mobile site?
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- 27. Responsive site • Asingle site that adapts its layout to fit the browsing device display features • Uses CSS and Java script on the client side Pros Content synchronization Easier to maintain Also a solution forTablet Consistent look and feel Fully utilizes HTML5 features Cons Load speed Not optimized for intent Design limitations Need to replace existing site Not supporting older browsers (IE8)
- 28. Dedicated mobile site •A separate site optimized for mobile browsers and mobile intent • Use device detection to redirect users (java script on the desktop site) Pros Load speed Optimized for intent Independent design No need to replace existing site Supports older browsers (IE8) Cons Content synchronization Harder to maintain No solution forTablet Small businesses don’t always have access to their site code Only supports browsers with full HTML5
- 30. Adaptive site • Asingle site adapts its layout and functionality to fit the browsing device display and the user intent • Uses server side adaptation to deliver the optimized version to the client device Cons Very few commercial products Not supporting older browsers (IE8) Need to replace existing site Pros Content synchronization Easier to maintain Also a solution forTablet Consistent look and feel Optimized for intent No design limitation
- 31. One upon atime in Zuckland
- 32.
- 33. Likes equaled exposure •Likes = subscribers • Applications = user activity • More likes + content = user activity -> exposure • More exposure = more likes • Etc.
- 34. Happy days areover
- 35. What changed? • Likesonly matter if = potential leads or customers • Content drives retention not exposures • Apps that generate exposure are less effective • There no exposure without advertising
- 36. A new strategyis needed
- 37. Conversion focused strategy •Focus your ad budget to bring leads and conversions • Use apps that drive conversions (coupons, contact forms, appointment booking) and promote them with ads • Use Facebook retargeting • Use custom audience targeting (not 100% kosher but who cares)
- 38. What can bedone for free? • Prioritize content which brings user value (promotions) over content that brings exposure (funny pictures) • Interact with your leads outside of Facebook • Cross post on other social networks • Use the feed as a service and support channel
- 39.