As a small business owner or future small business owner making your mark on the web is imperative to your business's success and longevity ... but where do you begin? Tying It Together On The Web aims to guide the small business owner in developing a successful web presence.

1. Tying It All Together on the Web
presented by
Bridgette Anderson, 3by400, Inc.
For the Small Business Development Center
On February 13, 2015

2. 03/06/15 3by400 – Tying It All Together on the Web
www.3by400.com
2
• Co-owner of Dahlonega-based company
• Team of 7 (and hiring)
• Team includes account managers, business
strategists, consultants, designers,
developers, writers, trainers, and project
managers
• Open Source Software – Joomla expertise
• Currently support over 200 sites from
organizations across the country and
growing daily
WHY ME?

3. 03/06/15 3
A QUESTION
3by400 – Tying It All Together on the Web
www.3by400.com
Overall, how would you describe your approach to
using web-based technology within business role?
1)I avoid it at all costs
2)I use it only when required
3)I don’t like it, but it is the only way I can be effective
4)I would use it more often if the tools were easier to use
5)It is easy and provides effective tools to accomplish what I need to do
6)I think there are opportunities to improve my efficiency through web-
based technology
7)I frequently look for new technology solutions to accomplish tasks
that seem inefficient to me
Write your number on your card, then turn it face down

4. 03/06/15 4
PROTECT YOUR
BRAND
3by400 – Tying It All Together on the Web
www.3by400.com
• Start with core values
• Mission and key messages
• “perfect description” in one sentence
• Professional logo – LogoTournament.com
• Keep it consistent: imagery, colors
• Be demanding about it

5. 03/06/15 5
• Register domain name through
GoDaddy.com. $13-$18/yr
• Branded email (@3by400.com)
through Google Apps. Also get
other useful tools. $50/acct/yr
• B2C - easy start on Facebook
Page, but brand it and work it!
• B2B - Linked:In start with individual
profile(s) and company page.
GETTING STARTED
3by400 – Tying It All Together on the Web
www.3by400.com

6. 03/06/15 6
• Google Plus - most important social
media platform for SEO results
• Local vs Brand
– Locals = marker on Google Maps
– Brand = no brick and mortar
• Domain forward to Google Plus
• Early eCommerce
– Etsy
– Ebay
MAKING YOUR MARK
3by400 – Tying It All Together on the Web
www.3by400.com

7. 03/06/15 7
• Use these tools to work on your
content, particularly in the early
stages
• Generate interest and excitement
through social media & free tools
• Not every social media post
should be a sales pitch – be
genuine
KEEP PLUGGIN’
3by400 – Tying It All Together on the Web
www.3by400.com

8. 03/06/15 8
WHY SOCIAL MEDIA?
People, by age, who have experienced a new brand
through a social media channel.
Social media has become a marketing necessity.
Source: Social Recruiting
3by400 – Tying It All Together on the Web
www.3by400.com

9. 73%
of online adults
use social
networking sites
03/06/15 9
WHY SOCIAL MEDIA?
3by400 – Tying It All Together on the Web
www.3by400.com

10. 03/06/15 10
BACK TO GOOGLE
3by400 – Tying It All Together on the Web
www.3by400.com

11. 03/06/15 11
GOOGLE TOOLS
Public Tools
Search
Gmail
Calendaring
Picasa
Maps
Business Apps
Advanced Search
GA Mail
Shared Calendaring
Sites
Google Drive
Analytics
AdWords
AdSense
3by400 – Tying It All Together on the Web
www.3by400.com

12. 03/06/15 12
• Once you have established your
brand/service/product & begun to develop a
customer-base or following, now its time to
consider your first website.
• Personal Trainer Case Study
– Built brand via Social Media
– Social Media plan and schedule and worked it
– Growth propelled the need for a website
– Prepared for the next step by looking at existing sites
who are leaders in that industry and did what they’re
doing or get ideas from their web presence.
WHAT’S NEXT?
3by400 – Tying It All Together on the Web
www.3by400.com

13. 03/06/15 13
• DIY requires that the business owner honestly
evaluate their own capabilities; know your
limitations.
– creative bone
– Learn the tech. & not have a “good enough” attitude
– Understand SEO
– Writing skills
– View the site from the end user’s point of view?
• Without these characteristics DIY probably
isn’t the route to choose.
IS DIY FOR ME?
3by400 – Tying It All Together on the Web
www.3by400.com

14. 03/06/15 14
Don't allow an inexperienced resource to sabotage
your first impression -- even if they are a well-
meaning family member or friend.
First impressions matter.
I HAVE THIS FRIEND...
3by400 – Tying It All Together on the Web
www.3by400.com

15. 03/06/15 15
• Free to low cost options
– Joomla (Joomla.com)
– WordPress (WordPress.com)
• Joomla/WordPress - future growth possibilities and
maintaining investment
– Google Sites
– Wix / Squarespace / Weebly
• Google Sites/Wix/Weebly/Squarespace – slightly
lower learning curve; limited functionality & growth
DIY IS FOR ME
3by400 – Tying It All Together on the Web
www.3by400.com

16. 03/06/15 16
• A lack of concise, impacting text with a clear
call to action is the downfall of most web
sites.
• Pay attention to typography and legal use of
images
• Continuous improvement – never “finished”
BUILD A SITE
3by400 – Tying It All Together on the Web
www.3by400.com

17. 03/06/15 17
• Do the research – what do you want the site to do?
How do you want it to present? Prioritize your needs.
• Prepare a budget – consider your site a full-time
salesperson & operations manager
• Get written estimates with stated scope and
references (you pick) – listen & learn
• Engage a professional and be picky
Outsourcing
3by400 – Tying It All Together on the Web
www.3by400.com

18. 03/06/15 18
• Find the right keywords for your business
(http://www.google.com/trends/)
• Are the ones you expected getting traffic?
• Is there competition for those searches?
• What words will work for you?
• Sprinkle throughout your site—especially
page titles and article titles (H1, H2, and H3
tags)
KEYWORDS TOOL
3by400 – Tying It All Together on the Web
www.3by400.com

19. 03/06/15 19
• Google Analytics is a web statistics
solution that gives you insight into your
website traffic and site effectiveness.
• Google Webmaster Tools - data, tools
and diagnostics for a healthy, search-
engine-friendly site.
• Only effective if reviewed on a regular
basis. Have to pick the fruit.
EVALUATE
3by400 – Tying It All Together on the Web
www.3by400.com

20. 03/06/15 20
• Brochure – brand and message;
consider it the beginning
• Interactive – brochure + tools
• Community – interactive + fosters
education and collaboration
• eCommerce – interactive or
community + revenue stream
TYPES OF SITES
3by400 – Tying It All Together on the Web
www.3by400.com

21. 03/06/15 21
• Start small to refine the process – online
catalog, ordering, payment, fulfillment, and
returns.
• Doesn’t have to be traditional products, can be
event registration, subscriptions, etc.
• Minimize bells and whistles to focus on function.
• Pay attention to PCI DSS Compliance (the
HIPAA of credit card handling).
• Be able to market to customers
eCOMMERCE
3by400 – Tying It All Together on the Web
www.3by400.com

22. 03/06/15 22
OTHER TOOLS
3by400 – Tying It All Together on the Web
www.3by400.com
Ifttt.com
FREE - Automated cross-
pollination for social media
GoToMeeting.com
$50/mo - Online meetings
& webinars
MailChimp.com
FREE - Robust email
marketing & campaign
management
SurveyMonkey.com
FREE - Online surveys

23. 03/06/15 23
TYING IT UP
3by400 – Tying It All Together on the Web
www.3by400.com
• At all stages you must be willing and able to
make it a priority, or hire someone who can.
• Be honest with yourself.
• Stay focused on the things you can do to make
your business a success.
• Business owners should be doing what makes
the business thrive, and if they start focusing on
things outside of their talents and gifts, they are
not helping the company thrive.

24. 03/06/15 24
A QUESTION
3by400 – Tying It All Together on the Web
www.3by400.com
Overall, how would you describe your approach to
using web-based technology within business role?
1)I avoid it at all costs
2)I use it only when required
3)I don’t like it, but it is the only way I can be effective
4)I would use it more often if the tools were easier to us
5)It is easy and provides effective tools to accomplish what I need to do
6)I think there are opportunities to improve my efficiency through web-
based technology
7)I frequently look for new technology solutions to accomplish tasks
that seem inefficient to me
Write you number on your card, then turn it face down

25. 03/06/15 25
Questions?
3by400 – Tying It All Together on the Web
www.3by400.com

26. Tying It All Together on the Web
presented by
Beth Snider, 3by400, Inc.
For the Small Business Development Center
on May 10, 2013