BritWeb Education - 31.01.14

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This is the presentation from our Big Education day held on January 31st 2014. We look at the defining principals behind an outstanding User Experience with specific attention paid to Customer Profiling. We also look at the basics of SEO and how to create a robust online marketing plan for your business. For more details go to www.britweb.co.uk

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BritWeb Education - 31.01.14

  1. 1. HELLO THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  2. 2. UX User Experience THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  3. 3. Projection is Perception THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  4. 4. The greatest level playing field ever THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  5. 5. Unprecedented opportunity THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  6. 6. Online brochure? Are you nuts? THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  7. 7. Six guiding principles of UX THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  8. 8. 1. 2. 3. 4. 5. 6. A clear focus on the needs of your customer Familiar and accessible language Authentic and relevant imagery Highly visible contact information Easy and intuitive navigation Irresistible next steps THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  9. 9. 1. A clear focus on the needs of your customer - It’s not about you! - WIIFT - Customer focussed benefits - Remember, we are driven by emotion THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  10. 10. 2. Familiar and accessible language - Remove non-essential jargon - Consider your audience - Embrace positive words… DISCOVER HAPPINESS PROVEN EASY LOVE RESULTS NOW MONEY NEW PLEASE GUARANTEE FREE BECAUSE SAVE THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd HEALTH
  11. 11. 3. Authentic and relevant imagery - Stock photography can look lazy - Feature your customers - Don’t be shy of personal branding - Hire a photographer if possible - And PLEASE do not use this man… THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  12. 12. He’s literally everywhere… THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  13. 13. THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  14. 14. 4. Highly visible contact information - Should be visible on every page - In the header - Social links - Use contact forms where appropriate THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  15. 15. 5. Easy and intuitive navigation - Create a natural hierarchy for pages - Big menus can be fabulous - Use context based menus - Free text search bar - Sitemap THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  16. 16. 6. Irresistible next steps - Calls to action - what are they? JOIN SUBSCRIBE COLLABORATE SHARE CONTACT REGISTER BUY NETWORK ASK DOWNLOAD BOOK CONTRIBUTE CHAT THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  17. 17. 1. 2. 3. 4. 5. 6. A clear focus on the needs of your customer Familiar and accessible language Authentic and relevant imagery Highly visible contact information Easy and intuitive navigation Irresistible next steps EXERCISE 1 THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  18. 18. How to create an outstanding UX THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  19. 19. Customer Profiling THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  20. 20. Who are they? THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  21. 21. Where are they? THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  22. 22. What are they looking for? THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  23. 23. Where do they currently buy? THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  24. 24. What are their “hot buttons”? THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  25. 25. How do they access web services? THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  26. 26. If you don’t know ask them! hat t’s w “tha edia cial m so for” is THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  27. 27. 1. 2. 3. 4. 5. Who are your customers? Where do they hangout online / offline? Where do they currently buy? What are their hot buttons? How do they access web services? EXERCISE 2 THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  28. 28. If you don’t know ask us! hat t’s w tha “ eb BritW for” is THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  29. 29. UX + CP = THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  30. 30. THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  31. 31. ONLINE MAGNETISM SEO + Social THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  32. 32. SEO What exactly is it? THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  33. 33. SEO - a quick guide is the practice of optimising your website to rank well in search engines like Google, Yahoo, and Bing. THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  34. 34. SEO - a quick guide done well SEO will generate leads, sales, and build brand awareness. Don’t leave home without it. THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  35. 35. SEO - a quick guide 01. Keyword research 02. On-site optimisation 03. Off-site optimisation THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  36. 36. SEO - a quick guide 01. Keyword research is… targeting the most profitable words for your business. THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  37. 37. SEO - a quick guide 02. On-site optimisation is… making your site as “search engine friendly” as possible. The page content itself Download size/time Meta data Navigation Alt and title attribute tags Image and video optimisation Site structure Semantic structure Internal & external linking URL’s Use of valid HTML THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  38. 38. SEO - a quick guide 03. Off-site optimisation is… link building and exchanges, as well as creating a “buzz” about your website in related and respected communities THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  39. 39. SEO - the challenge Search engines regularly update their search quality algorithms to ensure they are providing the most relevant results to their users. THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  40. 40. SOCIAL MEDIA Misconceptions THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  41. 41. SOCIAL MEDIA “I don’t have the time” THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  42. 42. SOCIAL MEDIA “I don’t have anything to say” THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  43. 43. SOCIAL MEDIA “My customers aren’t on social media” THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  44. 44. SOCIAL MEDIA “It’s too complicated” THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  45. 45. SOCIAL MEDIA “It’s full of banal rubbish” THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  46. 46. SOCIAL MEDIA Five compelling reasons to use it THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  47. 47. SOCIAL MEDIA 01. Help Increased Search Engine Rankings Using brand names and keywords in your profiles can help you to generate traffic THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  48. 48. SOCIAL MEDIA 02. Generates Site Traffic - update regularly to get additional traffic to your site THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  49. 49. SOCIAL MEDIA 03. Find new customers through a company profile THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  50. 50. SOCIAL MEDIA 04. Brand monitoring - find out what others are saying about you THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  51. 51. SOCIAL MEDIA 05. Networking - build a network of loyal followers THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  52. 52. IS IT TIME TO REBOOT YOUR SOCIAL MEDIA? THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  53. 53. SOCIAL MEDIA STARS… work from a plan THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  54. 54. SOCIAL MEDIA STARS do not mix business with pleasure THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  55. 55. SOCIAL MEDIA STARS use it to watch for industry trends THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  56. 56. SOCIAL MEDIA STARS are helpful, kind and natural sharers THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  57. 57. SOCIAL MEDIA STARS are trusted experts in their field THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  58. 58. SOCIAL MEDIA STARS do not SELL* * With s - Dell ception ome ex s THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  59. 59. SOCIAL MEDIA STARS do not vent THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  60. 60. SOCIAL MEDIA STARS use words, images and video THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  61. 61. BACK TO YOUR DIGITAL MARKETING PLAN THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  62. 62. 1. 2. 3. 4. 5. 6. 7. 8. 9. Opinions / Reaction to trends Events Industry News Humour / fun Sharing top tips / how to’s Reports / Analysis Campaigns EXERCISE 3: Research List out the next 6 months considering what you could Selling (eh?) be sharing THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  63. 63. FREE YOUR DIGITAL FOOTPRINT THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  64. 64. FREE YOUR DIGITAL FOOTPRINT THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  65. 65. • 50% of the average global mobile web users now use mobile as either their primary or exclusive means of going online • Mobile web adoption is growing 8 times faster than web adoption did in the 1990’s and early 2000 •28.85% of all emails are opened on a mobile phone Data compiled by Super Monitoring THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  66. 66. • One in three mobile searches have local intent versus one in five on desktops • 60% of Twitter users access through a mobile •80% of smartphone owners and 81% of tablet owners use their device in front of the TV •57% of users say they won’t recommend a business with a poorly designed mobile site Data compiled by Super Monitoring THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  67. 67. “Mobile users will do anything and everything desktop users will do, provided it’s presented in a usable way.” Brad Frost THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  68. 68. WHAT ACTION WILL YOU TAKE? One thing you’ve learned today One action you will take THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  69. 69. MORE POWER FOR YOUR BUSINESS ONLINE BritWeb Education 2014 THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  70. 70. 2014 Programme February 28th - B2B -Be a Social Media Star, Twitter and LinkedIn You will learn: • Social media monitoring tools and how to use them • Benchmarking, "listening" and engaging with customers • Twitter and LinkedIn focus • Blogs, microblogging sites and social networks • Selecting appropriate platforms • Using social insights across other digital channels • Creating a Digital Marketing Plan THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  71. 71. 2014 Programme March 28th - B2C - Be a Social Media Star, Facebook and Pinterest You will learn: • Social media monitoring tools and how to use them • Benchmarking, "listening" and engaging with customers • Facebook and Pinterest focus • Blogs, microblogging sites and social networks • Selecting appropriate platforms • Using social insights across other digital channels • Creating a Digital Marketing Plan THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  72. 72. 2014 Programme April 25th - Content Creation - create content that really sells You will learn: • Understanding the needs of your market • Writing open, inclusive content that motivates action • Understanding how Google uses and indexes your content • How to become the trusted expert • Ten power words that you must use • How to quickly and easily share your content via social media THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  73. 73. 2014 Programme May 30th - Google - The Ultimate Google Masterclass You will learn: • How to harness Google tools for your business • Setting up a Google + account • Hashtags • Communities • Circles • How to ensure your site is optimised THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  74. 74. 2014 Programme June 27th - B2B -Be a Social Media Star, Twitter and LinkedIn You will learn: • Social media monitoring tools and how to use them • Benchmarking, "listening" and engaging with customers • Twitter and LinkedIn focus • Blogs, microblogging sites and social networks • Selecting appropriate platforms • Using social insights across other digital channels • Creating a Digital Marketing Plan THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  75. 75. 2014 Programme July 25th - Wordpress Training - to the next level You will learn: • A refresher of the basics • How to share your content across social networks • How to ensure every page and post is fully optimised for Google • How to create searchable tags • How to organise your blog posts into categories • How to improve UX with Plug ins • How to create a Gravatar and online profile THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  76. 76. 2014 Programme February 28th - B2B -Be a Social Media Star, Twitter and LinkedIn March 28th - B2C - Be a Social Media Star, Facebook and Pinterest April 25th - Content Creation - create content that really sells May 30th - Google - The Ultimate Google Masterclass June 27th - B2B -Be a Social Media Star, Twitter and LinkedIn July 25th - Wordpress Training NORMALLY £75 per session TODAY JUST £55 per session (3 sessions for £150!) THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd
  77. 77. Our thanks to Jo Chadwick - Made With Love www.madewithlove.co.uk Simon Hooley - Photographer www.theimagecella.co.uk Graham Goacher - Impact Creative www.impactcreativeservices.co.uk THE ULTIMATE GUIDE TO BUILDING YOUR BUSINESS ONLINE 2 Join the conversation on Twitter #BritWebEd

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