Start Network Presentation - Getting More Business from the Web
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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.
Start Network Presentation - Getting More Business from the Web
- 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.
- 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).
- 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
- 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’