connecting locally online (part 1)

Capital Region

Connecting Locally Online

Yass - Part 1

Presented by Threesides Marketing

Housekeeping

Our MissionTo provide energised leadership, share innovative

solutions, broker positive relationships and deliver

valued projects to the region.

Regional Priorities• Regional Development Planning

• Education, Employment & Investment

• Transport – Infrastructure & Services

• Regional Food

• Digital Economy Transition

• Living & Working Sustainably

Key Initiatives• South East Region of Renewable Energy Excellence

• Regional Sponsored Migration Scheme

• Southern NSW Harvest Association

• Capital Region Digital Enterprise Program

How We Can Help You• Access to government programs

• Advice and training

• Sourcing skilled labour

• Grants - support and data

• Networks and contacts

Find out More

Richard Everson

Project Officer

Mob. 0427 27 27 54

richard@rdasi.org.au

www.rdasi.org.au

www.threesides.com.au

www.Facebook.com/threesides

www.Twitter.com/threesides

www.slideshare.net/threesides

We help these businesses with their online marketing:

Old Bus Depot MarketsNational Parks NSW

Yass Valley Council - TourismHellenic Club Canberra

Allbids.com.auSportsmans Warehouse

DDCS family LawyersNational Driving Academy

Trev’s café Dickson(and more…)

Learning Outcomes

1. Identify your digital customer and the

components of an online marketing plan

2. Learn the uses of popular Google tools for

business: SEO, Adwords, analytics

3. Understand the customer digital journey to your

business – websites, mobile optimisation

4. Consider the basic requirements for

Ecommerce functionality on websites

What can we achieve today?

Inspire

Direct

Inform

AndreaBuentipo.blogspot.com

UNDERSTAND

YOUR DIGITAL

CONSUMER

Aussies are now

spending on average

23.3 hours online each

week, 3.5 times more

than the 6.7 hours we

were spending online

back in 2003.

• Who are they? - age, location,

income

• Are they lookers or buyers?

• What information do they really want

from you online

• How and when do they want to

access your info?

• Do they want to purchase directly

from you?

• Develop a better understanding of

your online customer

Your Digital Customer

IDENTIFY YOUR

DIGITAL

FOOTPRINT

1. What does your business

look like online right now?

2. Where can I find you?

Website, Social, Directories, links?

3. Where can’t I find you?

4. What do I find when I

get there? Is it accurate

5. What do you need to do to

improve your digital footprint?

Your business Digital Footprint

ONLINE

MARKETING

PLAN+ TACTICS

Digital Tactics

WEBSITE & Content

LOCAL

Listings + directories

LINKS

connections

ADVERTISING: Adwords + Facebook

SEARCHSEO / Content

EVALUATION:Analytics +

Webmaster tools

SALES & Distribution: e-conmerce

DIRECT: Email marketing

SOCIAL Media + Review Sites

Establish your existing Digital

Footprint

Define your customer

Develop your plan + Tactics

Set your budget and define resources

Evaluate

SEARCH ENGINES

Google = 92%

Bing + Yahoo = 8%

Australian

Search

Engine Use

SEARCH TOOLS

ADS

Organic / Free

LISTINGS

Google Places

Google Places

Organic / Free

LISTINGS

Search engines – how they work: Free Listings

Keywords + Content

Links

KEYWORDS

Search Engine Optimisation

200 different ingredients in their ‘secret recipe’

Search engine optimisation

Know your keywords

Create Search Engine Friendly Content

Build valuable Links

Create titles and labels

Create Social Media links

Ensure you site loads fast

Have a clean menu structure

Optimise for people first!

http://adwords.google.com.au

Keyword Planner

http://bit.ly/1ig2y52http://www.woorank.com/

Monitor the web with Google Alerts

www.google.com/alerts

SEARCH ENGINE MARKETING - SEM

ads

ads

Pay Per Click Advertising (PPC)

Pay for individual keywords and appear in the paid /

sponsored listings

Each word has a different cost from $0.30c - $2.00+

The more competition for a word the higher the cost

You put credit $$ on your account (or get billed)

You only pay for clicks – not impressions

http://adwords.google.com

Adwords questions

Won’t my competitors click my ad and send

me broke?

How much should I spend?

How do I know it worked?

Why does the price keep changing?

Who can help me?

Google Adwords certified professional

Adwords will get

them there but

your website has

to convert them.

Adwords Golden Rule

WEBSITES

Domain Name

Website Hosting

CMSContent

Website

Your Website

Words

Images

Links

SEO

Structure

Site MapAnalytics

Menu

Structure

Conversion

/ Call to

Action

Updates

Good websites will

1. Solve a customers problem and meet their need

2. Attract and Engage them with your story

3. Educate a customer - tell them something they didn’t know but

needed to

4. Allow a customer to contact you to continue a sales conversation

5. Allow a customer to transact with you

6. Accurately and truthfully reflect your business

7. Be easy to use on any device

8. Be a low friction and enjoyable experience

gettingbusinessonline.com.au

wordpress.com hostify.com.au

website developer

4 Ways to Start

a Website

1. Getting Aussie

Business Online

Website (Basic

site)

2. Start a blog

3. Get a template

site

4. Find a website

developer

From desktop to mobile- why??

Mobile sales have already

overtaken desktop sales, and

mobile internet usage is

predicted to overtake desktop

internet usage by 2014

67% of users claim they are

more likely to purchase from

a mobile-friendly website

Source: http://searchenginewatch.com

How does Australia compare?

Mobile what?

• Website that functions correctly on a mobile device

• Tiny scaled down version of a site

Mobile friendly

• Completely separate website designed specifically for use on a small mobile device

• m.yourwebsite.com.au

Mobile website

• Can detect the size of the viewing device and adapts to suit

Responsive website

How much should I pay?

Quality and level of functionality of product will

determine price.

Basic design / static page site = $500-$1500

Basic design + Template based CMS site = $2500+

(wordpress, joomla, drupal)

Custom Design + CMS Site = $4000+

Custom Design+CMS+Ecommerce = $7000+

ONLINE SALES - ECOMMERCE

Shopfront / website

Select productsShopping cart /

purchase product

Checkout / Payment gateway

Process payment

Confirmation / Shipping

External sales engine

Merchant Account fees + Card Fees

Gateway Fees

The online experience

CourierBank

Gateway

Webhost

Platforms vs. Marketplaces

Installed or hosted

Stand aloneFully brandedCustomised

Payment gatewayGranular control

HostedMultiple sellersIntegrated

paymentsBasic brandingPlay in the box

http://googleshopping.blogspot.com.au

Payment Gateways

Shopping cart system (Website)

Payment Gateway (Cash Register)

Online merchant account (your bank)

Eway – eway.com.au

Paypal – paypal.com.au

Next steps

1.Establish your digital footprint

2.Profile your online customers

3.Understand your keywords and build links

4.Consider google adwords

5.Review your customers website journey

6. Investigate E-commerce options

Workshops and Consultations

Workshops

Series of 17 workshop topics (59 workshops) over the next 12 months

Free sessions – subsidised by federal government – in Queanbeyan and

across the region

Digital Consultations

4 hour digital business consultations

Develop a digital plan

Identify 3 get started now actions

Help you start in the right digital direction

Workshop feedback

https://forms.communications.gov.au/

enterprisegroupfeedback

Verification word: training

Stay in touch

Website:

www.crde.com.au

Call the office:

62970933

Stay on our email list

Tell a friend!