This document summarizes a presentation about getting more business from having an online presence and website. It covers why having a website is important given the growth of e-commerce and mobile usage. It discusses communicating key messages to drive traffic and engagement through understanding customer problems and developing a lean canvas. It also outlines how to build an audience through search engine optimization, social media, blogging and measuring digital marketing activities. Finally, it touches on choosing a website builder, accepting payments, and applying for a Trading Online Voucher.

1. Getting more
business from
the web
Eoin Costello
Scale Labs

2. What we will cover this evening
1. Why having a website matters?
2. How do you communicate your key messages to drive more traffic and engagement?
3. How can you build an audience for your website through Search Engine Optimisation & Social
Media?
4. Choosing a website builder, Wordpress, Weebly, Wix or Squarespace?
5. Accepting Payments through your website.
6. What support is available through the Trading Online Voucher scheme from the DLR Local
Enterprise Office.

3. A bit about
my
background
http://catchy.link/start

4. 1.Why having a website matters?

12. “The digital economy represents 6%
(€12.3bn) of Ireland's GDP and is
growing fast, at approximately 40%
since 2012.”

13. Shopping is becoming increasingly mobile
because two-thirds of Irish people now own a
smartphone and tablet penetration in Ireland is at
40pc.

17. However not only is it important to have
an online presence, it is essential that it is
configured in a way that is optimised to
deliver the most business to you.

22. 2. How to communicate your key
messages to drive more traffic and
engagement?

23. What is different about getting
business from the web through
online marketing?

24. “The customer
rarely buys what
the company
thinks it is selling
them.”
Peter Drucker

25. What does your business really do,
what problem are you solving for
your customers?
How do we
identify this? -
The Lean
Canvas.

27. Customers buy a product
for one of two reasons – to
take away pain ( a burning
platform issue) or to get
competitive advantage
(fear of being left behind).

30. Relationship
Status
‘Friends’ arms
race

33. Problem your
service addresses
Solution you
Provide
Your Value Proposition Customer
Segments for
each solution
Key Metrics to
Measure
IVF treatment can
have a high failure
rate and is
expensive.
Acupuncture can
double your IVF
success rate
We provide a uniquely
personal service that
holistically tackles all
the obstacles to your
successful conception
Women
25-45 who
fertility
problems that
want to have
children
At least 20
enquiries to hit the
target of 8 booked
sessions
Anxiety, stress and
being always
worried is
increasingly
common amongst
kids.
We help parents
help their children
through building
their coping and
resilience
We provide unique,
evidence based
workshops for parents
like you.
Parents of
teenage
children.
3 enquiries to get 1
workshop booking
per week

34. Why this
matters?

36. PROBLEM

39. EXERCISE
no 1
Create a LEAN CANVAS for your
business
Sample here - http://catchy.link/start
IMPORTANT – Think of the problem from your
customer’s point of view, not from yours!

40. 3. How can you build an audience for
your website through Search Engine
Optimisation & Social Media?

41. Inbound Outbound Inbound
Owned resources
such as your website
Paid Online Ads Earned resources
such as social media
followers sharing
your content
Characteristics of digital marketing activity

47. ● 52% of first click interaction is via their blog
● 165% increase in lead generation from their blog

48. Blog Posts should be -
•80% about the topic, 20% about you
•Part of an overall campaign from prospect to
lead.
•Ensure optimised for search
•Provide readers with value
•Demonstrates passion
•Strengthens community/relationships

49. SEO Top Tips
•Make pages primarily for users, not for search engines.
•Make a site with a clear hierarchy and text links. Every page
should be reachable from at least one static text link.
•Create a useful, information-rich site, and write pages that
clearly and accurately describe your content.
•Make sure that your <title> elements and ALT attributes are
descriptive and accurate.
•Use keywords to create descriptive, human-friendly URLs.
•Provide one version of a URL to reach a document.

51. Build brand
awareness
Grow market
share
Launch new
products
Target new
customers
Increase
Conversion
Increase sales
Increase profit
Enhance
customer
relationships
Increase Loyalty

52. EXERCISE
no 2
Do an inventory of your existing digital footprint

53. 4. Choosing a website
builder, Wordpress, Wix
or Squarespace?
http://catchy.link/start

54. Our advice is to first decide exactly what you want your website
to do.
Don’t get too emotional about the themes or designs.
Make sure the website builder you choose really has the
features you want. They might say they have a feature, but that
doesn’t mean it’s easy to use or even that it works wells.
Dawn Krueger

60. 5. Accepting Payments through your website.

61. Payment gateways do three things:
• Validating customers’ credit card details securely.
• Making sure enough funds are available to
complete transactions.
• Approving transactions and transferring the
amount to your account.

64. 6. Trading Online Vouchers
Filling out the form
•If you are hand writing the form please make sure it is legible
•There is a section where you note the cost of the 3 website suppliers you have
received quotes from, please also indicate your preferred supplier here.
•You will also need to attach the x3 written supplier quotes that they have sent
you alongside the application form which will show details and cost breakdown
of the project.

66. THANK YOU
Please let us know your
thoughts?
http://catchy.link/start
FEEL FREE TO CONNECT TO ME ON LINKEDIN –
‘EOIN KILLIAN COSTELLO’