Why most websites fail and how you can make sure yours doesn't| Gareth Dunlop...Enterprise Ireland
Fathom is a user experience consultancy that helps organizations improve their online performance through analytics, user feedback, and design best practices. The document discusses several UX principles that Fathom employs, including focusing on the user's perspective, understanding core user tasks to prioritize them on websites, and valuing content from the user's point of view. Key frameworks mentioned include analyzing FIRST visits, FIRST uses, and frequent uses of a site.
The document discusses challenges with interactive marketing websites. It notes that interactive marketing sites involve many stakeholders with different interests, leading to endless revisions. It argues that websites should focus on the customer journey and experience rather than complex projects or images. Websites should prioritize simplicity, clarity, transparency, and service over complex processes or getting attention.
Fathom is a user experience consultancy that helps organizations improve their online performance through analytics, user feedback, and design best practices. The document discusses UX principles like understanding the user's perspective, pursuing evidence-based design, focusing on core user tasks, and valuing content. It emphasizes designing for the customer's needs above all else.
The document outlines a 3-step marketing program: 1) Develop a marketing strategy by rethinking marketing and creating a communications strategy, 2) Create engaging and persuasive marketing communications through defining a pitch, brand identity, copy, and other materials, 3) Develop proven marketing tactics to increase reach and engagement through tactics that attract new sales and leads continuously while also developing ongoing customer engagement through repeat purchases and referrals. The goal is to build a strong marketing engine that drives growth, strength, and profits.
Competitive strategies in international search placementEnterprise Ireland
The document discusses competitive strategies for international search placement. It covers search engine optimization (SEO) techniques for targeting different geolocations, such as using country-specific domain extensions and hosting locations. It also discusses pay-per-click (PPC) advertising strategies, noting that PPC provides instant traffic but is more expensive. Key recommendations include developing geolocation strategies for SEO, understanding Google's keyword quality score for PPC bidding, and keeping up with advancing advertising techniques used by international competitors.
How to create an online marketing strategy_Niall McKeownEnterprise Ireland
1) The document outlines an integrated online and offline marketing campaign for Derry-Londonderry UK City of Culture 2013.
2) It discusses harnessing social influencers called "Connectors, Mavens, Salesmen" to spread word of the campaign and create engagement.
3) The campaign utilized various online and social media tactics like websites, video, blogging, and social media alongside offline events and activities to promote the city from 2010 to 2013.
Anton Mannering provides information on investing in digital assets and services. He discusses what types of services and assets one may purchase, including web design, hosting, maintenance and branding. The biggest challenges are understanding vendor business models and unrealistic expectations from clients. Mannering explains different business models like online retail, advertising, and marketing. The goal is to help people make better purchasing decisions by understanding digital offerings and what value they provide.
Customisation and localisation for international marketsEnterprise Ireland
The document summarizes key points from a presentation by Aileen O'Toole of AMAS on customizing websites for international markets. It discusses online trends like increasing internet and mobile usage. It provides 12 steps for going global online, such as understanding customer needs in other markets, localizing content for each market, and using analytics to measure success. The takeaways emphasize planning an online strategy, customizing websites for local markets, managing a complex internet presence, and continuously learning about online trends.
Why most websites fail and how you can make sure yours doesn't| Gareth Dunlop...Enterprise Ireland
Fathom is a user experience consultancy that helps organizations improve their online performance through analytics, user feedback, and design best practices. The document discusses several UX principles that Fathom employs, including focusing on the user's perspective, understanding core user tasks to prioritize them on websites, and valuing content from the user's point of view. Key frameworks mentioned include analyzing FIRST visits, FIRST uses, and frequent uses of a site.
The document discusses challenges with interactive marketing websites. It notes that interactive marketing sites involve many stakeholders with different interests, leading to endless revisions. It argues that websites should focus on the customer journey and experience rather than complex projects or images. Websites should prioritize simplicity, clarity, transparency, and service over complex processes or getting attention.
Fathom is a user experience consultancy that helps organizations improve their online performance through analytics, user feedback, and design best practices. The document discusses UX principles like understanding the user's perspective, pursuing evidence-based design, focusing on core user tasks, and valuing content. It emphasizes designing for the customer's needs above all else.
The document outlines a 3-step marketing program: 1) Develop a marketing strategy by rethinking marketing and creating a communications strategy, 2) Create engaging and persuasive marketing communications through defining a pitch, brand identity, copy, and other materials, 3) Develop proven marketing tactics to increase reach and engagement through tactics that attract new sales and leads continuously while also developing ongoing customer engagement through repeat purchases and referrals. The goal is to build a strong marketing engine that drives growth, strength, and profits.
Competitive strategies in international search placementEnterprise Ireland
The document discusses competitive strategies for international search placement. It covers search engine optimization (SEO) techniques for targeting different geolocations, such as using country-specific domain extensions and hosting locations. It also discusses pay-per-click (PPC) advertising strategies, noting that PPC provides instant traffic but is more expensive. Key recommendations include developing geolocation strategies for SEO, understanding Google's keyword quality score for PPC bidding, and keeping up with advancing advertising techniques used by international competitors.
How to create an online marketing strategy_Niall McKeownEnterprise Ireland
1) The document outlines an integrated online and offline marketing campaign for Derry-Londonderry UK City of Culture 2013.
2) It discusses harnessing social influencers called "Connectors, Mavens, Salesmen" to spread word of the campaign and create engagement.
3) The campaign utilized various online and social media tactics like websites, video, blogging, and social media alongside offline events and activities to promote the city from 2010 to 2013.
Anton Mannering provides information on investing in digital assets and services. He discusses what types of services and assets one may purchase, including web design, hosting, maintenance and branding. The biggest challenges are understanding vendor business models and unrealistic expectations from clients. Mannering explains different business models like online retail, advertising, and marketing. The goal is to help people make better purchasing decisions by understanding digital offerings and what value they provide.
Customisation and localisation for international marketsEnterprise Ireland
The document summarizes key points from a presentation by Aileen O'Toole of AMAS on customizing websites for international markets. It discusses online trends like increasing internet and mobile usage. It provides 12 steps for going global online, such as understanding customer needs in other markets, localizing content for each market, and using analytics to measure success. The takeaways emphasize planning an online strategy, customizing websites for local markets, managing a complex internet presence, and continuously learning about online trends.
Putting Digital Marketing at the Centre of your International Business Strat...Enterprise Ireland
Kevin Moran of IMS Marketing discusses putting digital marketing at the center of international business strategies. He outlines 7 strategic digital building blocks companies should consider before building a website: 1) defining digital goals, 2) understanding sales processes, 3) focusing target markets, 4) sharpening value propositions, 5) conducting digital research, 6) creating digital marketing plans, and 7) aligning business processes. Moran stresses the importance of clarity, customizing digital strategies for different stakeholders and sales cycles, and having resources to support ongoing digital efforts.
The document provides an overview of a search engine optimization event. It discusses topics like how search engines work, international SEO, content clustering, duplicate content, voice search, and tips from Google for improving SEO. The presentation emphasizes the importance of unique and relevant content, optimizing for user experience, and understanding search intent and the customer journey.
Digital localisation for global reach | Susanne Dirks - eVorsprung ConsultingEnterprise Ireland
This document provides guidance on best practices for digital localization when expanding into export markets. It discusses 10 principles for successful digital localization, including starting with a global strategy and vision, internationalizing websites before localizing, addressing internal challenges, adapting to different business environments in export markets, incorporating cultural and linguistic localization, providing locally relevant content, optimizing visibility on local search engines, and choosing suitable local digital marketing strategies. The document uses numerous examples to illustrate how companies have successfully localized their digital presence for specific international markets.
Accelerating international growth with perfectly tuned communications| Ed Fie...Enterprise Ireland
Ed Field of Maverick presented a 9-stage approach to developing perfectly tuned communications for international growth. The approach involves establishing clear brand foundations, developing a visual style and comprehensive plan, creating brand materials, building a customer-centric website, and nurturing the brand over time. The goal is to cut through clutter and engage prospects by speaking clearly to their needs. Case studies showed companies achieving better results and shifting from commodities to brands by following this approach.
Putting Digital Marketing at the Centre of your International Business Strat...Enterprise Ireland
This document discusses the importance of putting digital marketing at the center of an international business strategy. It outlines 7 strategic digital building blocks that should be considered before building a website: 1) defining business goals for digital, 2) understanding the sales and customer buying process, 3) defining the target market, 4) sharpening the value proposition, 5) doing digital research, 6) having a plan to promote the business online, and 7) ensuring business processes are aligned. It then provides examples of successful client strategies that followed these fundamentals.
Digital localisation for global reach | Susanne Dirks - eVorsprung ConsultingEnterprise Ireland
Digital localisation for global reach: 10 guiding principles for success outlines key principles for successfully localizing digital content and websites for international markets. It discusses the importance of starting with an international strategy that both maximizes global commonalities and caters to local differences. It also emphasizes striving for efficiencies by internationalizing websites before localizing them, getting internally ready to address challenges of new markets, sharpening knowledge of different business environments abroad, tuning into local cultures, using the right local language including considerations around translation and content, and optimizing for local visibility in search engines.
Accelerating international growth with perfectly tuned communications| Ed Fie...Enterprise Ireland
The document discusses developing perfectly tuned communications to accelerate international growth. It outlines a 9-stage process to rethink an organization's branding and communications, including establishing brand foundations like personality, purpose and positioning. Key stages involve reworking identity and visual style, creating compelling copy and images, building a customer-centric website, and developing sales materials. The goal is to engage prospects and drive sales through clear, simple messaging aligned with audiences' needs.
This document summarizes a presentation on search engine optimization (SEO). It discusses how search engines work, the importance of ranking highly in search results, and tips for improving SEO, including having a strategy, optimizing content, meta tags and site performance. It also covers topics like click-through rates, international SEO, duplicate content, voice search, and tools for SEO tracking and analysis.
Accelerating international growth with perfectly tuned communicationsEnterprise Ireland
This document summarizes a presentation given at an Enterprise Ireland eBusiness Workshop in Kilkenny, Ireland in March 2019. The presentation focused on how companies can accelerate their international growth through perfectly tuned communications. It discussed developing communications that are clear, engaging, persuasive and comprehensive. The presentation outlined a 9-stage process for rethinking a company's brand identity, visual style, website and other marketing materials in a way that is perfectly aligned with their target prospects. The goal is to have communications that immediately make a positive first impression and fully engage prospects within the first minute of exposure.
John Caldwell from CreatorSEO gave a presentation on search engine optimization. He discussed how search engines work, ranking factors like content, links and speed. He emphasized the importance of understanding user intent and providing unique, relevant content to questions. Caldwell also covered international SEO best practices like using country-specific domains, localizing content and keywords. He recommended strategies like content clustering, structured data and prioritizing mobile and voice search.
Putting Digital Marketing at the Centre of your International Business Strat...Enterprise Ireland
The document discusses the importance of putting digital marketing at the center of an international business strategy. It outlines 7 strategic building blocks for developing a strong digital strategy: 1) defining business goals for going digital, 2) understanding the sales process, 3) focusing digital efforts on target markets, 4) sharpening the value proposition, 5) doing digital research, 6) having a digital marketing plan, and 7) ensuring business alignment. The presentation provides examples of how to apply these building blocks and emphasizes having clarity of purpose and aligning the digital strategy with the sales process and target markets.
Putting Digital Marketing at the Centre of your International Business Strate...Enterprise Ireland
Kevin Moran of IMS Marketing discusses putting digital marketing at the center of international business strategies. He outlines 7 strategic digital building blocks companies should consider before building a website: 1) defining digital goals, 2) understanding sales processes, 3) focusing target markets, 4) sharpening value propositions, 5) conducting digital research, 6) developing digital marketing plans, and 7) aligning business processes. Moran stresses the importance of clarity, customizing digital strategies for different markets and sales cycles, and having resources to support ongoing digital efforts.
nternational SEO and Content Clustering | John Caldwell | CreatorSEO / ABC Di...Enterprise Ireland
This document provides an overview of a presentation on search engine optimization given by John Caldwell. Some key points covered include:
- The importance of ranking highly in search results and being visible to users
- Factors that search engines consider like unique content, relevancy, and engagement
- Tools for analyzing search performance and competition
- Best practices for optimization like keyword research, link building, and content marketing
- Considerations for international SEO like localizing content and targeting different regions
- The differences and synergies between paid search/PPC and organic SEO strategies
- Tips to avoid issues like duplicate content across languages and sites
Going Global - Best Practices for Website Globalisation for SMEs | Susanne Di...Enterprise Ireland
1. The document provides best practices for website globalization for small-to-medium enterprises. It discusses the importance of aligning the global strategy with business objectives, internationalizing the website before localizing, and preparing for the new internal and external business environments of export markets.
2. Key aspects of localization covered include cultural adaptation of design, language translation/transcreation of content, and optimization of the website for the local search engines and social media networks of target countries.
3. Long-term commitment of resources is needed to support the globalized website through ongoing localization, search engine optimization, and digital marketing campaigns in export markets.
Accelerating International Growth with Perectly Tuned CommunicationsEnterprise Ireland
The document outlines Maverick's approach to developing effective branding and communications strategies for ambitious B2B companies seeking international growth. It discusses preparing foundations like understanding audiences and objectives. It then covers developing a communications plan, rethinking brand identity and visual style, creating brand materials like compelling copy, images and videos. It also discusses building a customer-centric website and sales supports to nurture engaged prospects. The overall approach involves 9 stages from preparing the ground to ongoing evolution.
International seo and content clustering | John Caldwell | CreatorSEOEnterprise Ireland
This document provides an overview of international SEO and content clustering strategies. It discusses how search engines work and the importance of understanding user intent. Content should be clustered into topic areas to make it easy for search engines to understand. When expanding internationally, options include separate country domains, subdirectories, or subdomains with geo-targeting. Both SEO and paid search (PPC) have strengths, so an integrated approach is best. Duplicate content across languages can hurt rankings, so each language should have dedicated URLs. Localization, hreflang tags, and local content help avoid this. User experience, speed, and GDPR compliance are also important considerations for international SEO.
Best practice website globalisation for sme's | Susanne Dirks - eVorsprung Co...Enterprise Ireland
The document provides best practices for website globalization for small and medium enterprises. It discusses starting with an international strategy aligned to business objectives. It recommends internationalizing websites before localizing them to gain efficiencies. When localizing, companies should prepare their internal business environment as well as understand their new external micro and macro environments in foreign markets. Key aspects of localization include providing locally relevant content in the appropriate language and culture, as well as optimizing websites and marketing for local search engines and audiences. Following best practices helps companies leverage their websites to reach and grow in international export markets.
How to use best practice b2b branding and communications | Ed Field | Maveric...Enterprise Ireland
The document discusses how to achieve "Pitch Perfect" branding and communications for B2B companies to boost growth. It outlines a five-phase path including researching the market, clarifying the brand positioning, developing branding elements, rolling out new materials, and refining over time. Done effectively with talent across disciplines, Pitch Perfect branding can help retain clients, increase sales and leads, improve recruitment, and realize a company's full potential.
Putting digital marketing at the centre of your international business strate...Enterprise Ireland
This document discusses putting digital marketing at the center of an international business strategy. It outlines 6 strategic digital building blocks to consider before building a website: 1) how digital supports business goals, 2) defining the target market, 3) sharpening the value proposition, 4) doing digital research, 5) having a plan to promote the business online, and 6) ensuring business processes are aligned. It then provides examples of digital marketing success stories when these fundamentals are followed, such as using videos to communicate technical products, targeted local campaigns, and implementing a CRM system. The key takeaways are to have a clear goal for the website, research target markets, understand what it takes to succeed in those markets, research the digital
Putting Digital Marketing at the Centre of your International Business Strat...Enterprise Ireland
Kevin Moran of IMS Marketing discusses putting digital marketing at the center of international business strategies. He outlines 7 strategic digital building blocks companies should consider before building a website: 1) defining digital goals, 2) understanding sales processes, 3) focusing target markets, 4) sharpening value propositions, 5) conducting digital research, 6) creating digital marketing plans, and 7) aligning business processes. Moran stresses the importance of clarity, customizing digital strategies for different stakeholders and sales cycles, and having resources to support ongoing digital efforts.
The document provides an overview of a search engine optimization event. It discusses topics like how search engines work, international SEO, content clustering, duplicate content, voice search, and tips from Google for improving SEO. The presentation emphasizes the importance of unique and relevant content, optimizing for user experience, and understanding search intent and the customer journey.
Digital localisation for global reach | Susanne Dirks - eVorsprung ConsultingEnterprise Ireland
This document provides guidance on best practices for digital localization when expanding into export markets. It discusses 10 principles for successful digital localization, including starting with a global strategy and vision, internationalizing websites before localizing, addressing internal challenges, adapting to different business environments in export markets, incorporating cultural and linguistic localization, providing locally relevant content, optimizing visibility on local search engines, and choosing suitable local digital marketing strategies. The document uses numerous examples to illustrate how companies have successfully localized their digital presence for specific international markets.
Accelerating international growth with perfectly tuned communications| Ed Fie...Enterprise Ireland
Ed Field of Maverick presented a 9-stage approach to developing perfectly tuned communications for international growth. The approach involves establishing clear brand foundations, developing a visual style and comprehensive plan, creating brand materials, building a customer-centric website, and nurturing the brand over time. The goal is to cut through clutter and engage prospects by speaking clearly to their needs. Case studies showed companies achieving better results and shifting from commodities to brands by following this approach.
Putting Digital Marketing at the Centre of your International Business Strat...Enterprise Ireland
This document discusses the importance of putting digital marketing at the center of an international business strategy. It outlines 7 strategic digital building blocks that should be considered before building a website: 1) defining business goals for digital, 2) understanding the sales and customer buying process, 3) defining the target market, 4) sharpening the value proposition, 5) doing digital research, 6) having a plan to promote the business online, and 7) ensuring business processes are aligned. It then provides examples of successful client strategies that followed these fundamentals.
Digital localisation for global reach | Susanne Dirks - eVorsprung ConsultingEnterprise Ireland
Digital localisation for global reach: 10 guiding principles for success outlines key principles for successfully localizing digital content and websites for international markets. It discusses the importance of starting with an international strategy that both maximizes global commonalities and caters to local differences. It also emphasizes striving for efficiencies by internationalizing websites before localizing them, getting internally ready to address challenges of new markets, sharpening knowledge of different business environments abroad, tuning into local cultures, using the right local language including considerations around translation and content, and optimizing for local visibility in search engines.
Accelerating international growth with perfectly tuned communications| Ed Fie...Enterprise Ireland
The document discusses developing perfectly tuned communications to accelerate international growth. It outlines a 9-stage process to rethink an organization's branding and communications, including establishing brand foundations like personality, purpose and positioning. Key stages involve reworking identity and visual style, creating compelling copy and images, building a customer-centric website, and developing sales materials. The goal is to engage prospects and drive sales through clear, simple messaging aligned with audiences' needs.
This document summarizes a presentation on search engine optimization (SEO). It discusses how search engines work, the importance of ranking highly in search results, and tips for improving SEO, including having a strategy, optimizing content, meta tags and site performance. It also covers topics like click-through rates, international SEO, duplicate content, voice search, and tools for SEO tracking and analysis.
Accelerating international growth with perfectly tuned communicationsEnterprise Ireland
This document summarizes a presentation given at an Enterprise Ireland eBusiness Workshop in Kilkenny, Ireland in March 2019. The presentation focused on how companies can accelerate their international growth through perfectly tuned communications. It discussed developing communications that are clear, engaging, persuasive and comprehensive. The presentation outlined a 9-stage process for rethinking a company's brand identity, visual style, website and other marketing materials in a way that is perfectly aligned with their target prospects. The goal is to have communications that immediately make a positive first impression and fully engage prospects within the first minute of exposure.
John Caldwell from CreatorSEO gave a presentation on search engine optimization. He discussed how search engines work, ranking factors like content, links and speed. He emphasized the importance of understanding user intent and providing unique, relevant content to questions. Caldwell also covered international SEO best practices like using country-specific domains, localizing content and keywords. He recommended strategies like content clustering, structured data and prioritizing mobile and voice search.
Putting Digital Marketing at the Centre of your International Business Strat...Enterprise Ireland
The document discusses the importance of putting digital marketing at the center of an international business strategy. It outlines 7 strategic building blocks for developing a strong digital strategy: 1) defining business goals for going digital, 2) understanding the sales process, 3) focusing digital efforts on target markets, 4) sharpening the value proposition, 5) doing digital research, 6) having a digital marketing plan, and 7) ensuring business alignment. The presentation provides examples of how to apply these building blocks and emphasizes having clarity of purpose and aligning the digital strategy with the sales process and target markets.
Putting Digital Marketing at the Centre of your International Business Strate...Enterprise Ireland
Kevin Moran of IMS Marketing discusses putting digital marketing at the center of international business strategies. He outlines 7 strategic digital building blocks companies should consider before building a website: 1) defining digital goals, 2) understanding sales processes, 3) focusing target markets, 4) sharpening value propositions, 5) conducting digital research, 6) developing digital marketing plans, and 7) aligning business processes. Moran stresses the importance of clarity, customizing digital strategies for different markets and sales cycles, and having resources to support ongoing digital efforts.
nternational SEO and Content Clustering | John Caldwell | CreatorSEO / ABC Di...Enterprise Ireland
This document provides an overview of a presentation on search engine optimization given by John Caldwell. Some key points covered include:
- The importance of ranking highly in search results and being visible to users
- Factors that search engines consider like unique content, relevancy, and engagement
- Tools for analyzing search performance and competition
- Best practices for optimization like keyword research, link building, and content marketing
- Considerations for international SEO like localizing content and targeting different regions
- The differences and synergies between paid search/PPC and organic SEO strategies
- Tips to avoid issues like duplicate content across languages and sites
Going Global - Best Practices for Website Globalisation for SMEs | Susanne Di...Enterprise Ireland
1. The document provides best practices for website globalization for small-to-medium enterprises. It discusses the importance of aligning the global strategy with business objectives, internationalizing the website before localizing, and preparing for the new internal and external business environments of export markets.
2. Key aspects of localization covered include cultural adaptation of design, language translation/transcreation of content, and optimization of the website for the local search engines and social media networks of target countries.
3. Long-term commitment of resources is needed to support the globalized website through ongoing localization, search engine optimization, and digital marketing campaigns in export markets.
Accelerating International Growth with Perectly Tuned CommunicationsEnterprise Ireland
The document outlines Maverick's approach to developing effective branding and communications strategies for ambitious B2B companies seeking international growth. It discusses preparing foundations like understanding audiences and objectives. It then covers developing a communications plan, rethinking brand identity and visual style, creating brand materials like compelling copy, images and videos. It also discusses building a customer-centric website and sales supports to nurture engaged prospects. The overall approach involves 9 stages from preparing the ground to ongoing evolution.
International seo and content clustering | John Caldwell | CreatorSEOEnterprise Ireland
This document provides an overview of international SEO and content clustering strategies. It discusses how search engines work and the importance of understanding user intent. Content should be clustered into topic areas to make it easy for search engines to understand. When expanding internationally, options include separate country domains, subdirectories, or subdomains with geo-targeting. Both SEO and paid search (PPC) have strengths, so an integrated approach is best. Duplicate content across languages can hurt rankings, so each language should have dedicated URLs. Localization, hreflang tags, and local content help avoid this. User experience, speed, and GDPR compliance are also important considerations for international SEO.
Best practice website globalisation for sme's | Susanne Dirks - eVorsprung Co...Enterprise Ireland
The document provides best practices for website globalization for small and medium enterprises. It discusses starting with an international strategy aligned to business objectives. It recommends internationalizing websites before localizing them to gain efficiencies. When localizing, companies should prepare their internal business environment as well as understand their new external micro and macro environments in foreign markets. Key aspects of localization include providing locally relevant content in the appropriate language and culture, as well as optimizing websites and marketing for local search engines and audiences. Following best practices helps companies leverage their websites to reach and grow in international export markets.
How to use best practice b2b branding and communications | Ed Field | Maveric...Enterprise Ireland
The document discusses how to achieve "Pitch Perfect" branding and communications for B2B companies to boost growth. It outlines a five-phase path including researching the market, clarifying the brand positioning, developing branding elements, rolling out new materials, and refining over time. Done effectively with talent across disciplines, Pitch Perfect branding can help retain clients, increase sales and leads, improve recruitment, and realize a company's full potential.
Putting digital marketing at the centre of your international business strate...Enterprise Ireland
This document discusses putting digital marketing at the center of an international business strategy. It outlines 6 strategic digital building blocks to consider before building a website: 1) how digital supports business goals, 2) defining the target market, 3) sharpening the value proposition, 4) doing digital research, 5) having a plan to promote the business online, and 6) ensuring business processes are aligned. It then provides examples of digital marketing success stories when these fundamentals are followed, such as using videos to communicate technical products, targeted local campaigns, and implementing a CRM system. The key takeaways are to have a clear goal for the website, research target markets, understand what it takes to succeed in those markets, research the digital