1. Managing your
business online
Learn to say “why would I do that?”
and mean it.

2. Digital Ready
To improve Tasmanian small business operators’
participation in the digital economy by providing
targeted knowledge, skills and advice through
mechanisms including forming business
communities of interest, a business e-kit and
appropriate coaching.

3. Learn to say
“why would I do that?”
and mean it.

4. IONATA WEB SOLUTIONS
PROJECT
DO BUSINESS ONLINE
DATE ACCOUNT
TODAY OLIVER GEORGE

5. Themes for tonight
Online marketing
Search engine optimization
Web content
Customer relationship management
Business process

6. Plan of attack
Talk about some key concepts
Examples and discussion
Round up

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. A tool to help us
Working out what really matters

9. YOUTUBE VIDEO TIME!
HTTP://WWW.YOUTUBE.COM/WATCH?V=QOAOZMTLP5S

10. Business model
canvas...

11. Key themes
ask yourself “why would I do that?”

12. Why would I do
online marketing?
Because you see a market opportunity online
Because it’s where your customers are
Because it’s quicker and cheaper
Because you can do better targeting
Because it’s more measurable and accountable
Because things can “go viral”

13. Bad answer #1: because it doesn’t take much time
or effort to do online marketing.
Bad answer #2: because I should do online what I
do offline.

14. Why would I do search
engine optimisation?
You think being on the first page of google search
results for a term will generate you business.
You think you are a credible relevant choice to be
on the first page.
You’re willing to do work to prove it.

15. Bad answer: because it’s cheap to get someone to
do it for me.

16. Why would I publish
web content?
You have something to contribute which is
interesting and relevant to your market
To inform your customers
So potential customers see signs of life
To communicate your brand and build awareness
To improve your search ranking on specific search
terms

17. Bad answer: I can’t afford to do a website
because it’s so expensive to get set up.

18. Customer relationship management involves using
technology to organize, automate, and synchronize
business processes—principally sales activities, but
also those for marketing, customer service, and
technical support.
http://en.wikipedia.org/wiki/Customer_relationship_management

19. Customer relationship
management... why?
Save time, save money and provide a better
service for your customers.
Make things easier and more cost-effective
Improving customer enquiry response times
Resolving double-handling issues
Removing repetitive manual processes

20. Bad answer: I’m fine just using my email inbox and
a few sticky notes in my diary.

21. Why should I setup online
business processes?
To allow customers to self serve
Allow customers to do business outside your
operating hours
Because your customers expect it
Because it’s where your customers like to do
business

22. Bad answer: I don’t think my customers go online
much.

23. Work out what matters
by asking yourself “why would I do that?”

24. Everything you
do should reflect
your brand

25. You should be focused
on the touch points
through your customer
journey.
engage - buy - use - share - complete

26. Examples
ask yourself “why are they doing that?”

27. EXAMPLE: DAVID PARUMS DESIGN
SELLING DAMASCUS STEEL WEDDING BANDS FOR MEN ONLINE.

28. Checklist
✓ On brand
✓ Testimonial helps sales
✓ Customer’s friends can
talk about the ring

29. Make it measurable
If it’s online, it’s measurable.

30. Everything you
do should be
measurable!

31. EXAMPLE: OVERLAND TRACK PHOTOGRAPHY TOURS
LEARN TO TAKE AMAZING PHOTOS ON A GUIDED WALK

32. Topic “Why would I do that?”
Online marketing
Search engine optimization
Web content
Customer relationship management
Business process

33. Keep it real, but do it
online!

34. EXAMPLE: GROUP EXERCISES
HTTP://WWW.BUSINESSMODELGENERATION.COM/CANVAS

35. Topic “Why would I do that?”
Online marketing
Search engine optimization
Web content
Customer relationship management
Business process

36. Remembering things,
emails, sticky notes...
none of that counts as process.

37. Questions & ideas

38. Key take aways
✓ Work out what matters
✓ Make it measurable
✓ Keep it real, but do it online!
✓ Emails and sticky notes = fail

39. Thank you
Go do business online!