creating a digital presence

CREATE A DIGITAL PRESENCETony Passey

What will we learn right now?1. How to decide what your business

needs online?2. What resources can you use to

create what you need?3. How do you measure what is

working?4. How do you optimize your web

presence?

First: Who is Tony?Serial EntrepreneurCEO of Firetoss (formerly PoleVault)

Marketing ProfessorEccles School of BusinessU of U Graduate

A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.

Let’s break this down.

A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.

A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.

A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.

A marketing plan is a defined process for connecting user segments to your value proposition through appropriate channels.

Most channels you will pursue require digital assets.

How do I get it done?It’s actually a lot easier that most people think.Define your objectives for your first website and ONLY work on those.

Know when to rent, buy or build.Options for a start-up to get web help:Outsourcing: Upwork, 99 DesignsStudent WorkCloud Based Systems: Square Space, Shopify

Web Metrics | Analytics

“Measure what is measurable and make measurable what is not so.”

–Galileo

What should you know?Everything can be tracked online.The internet is an archive of data and information.

List of KPIs to trackDemographics – Language, Interests, Age, GenderBehavior – Visit length, Entrance point, Exit point, Top PagesConversions and Goals – Ecommerce Revenue, Lead submitsTraffic Sources – Social, Other Referrals, Organic, Advertised

Master Basics –> Get AdvancedEventually you should understand how various marketing efforts effect each other by understanding intricate data points.

Use your data to build your planYou will have hot spots in your site or profile.Develop strategies to engage users.Track results and always be ready to adapt.

Recap1. Each customer segment gets

reached through specific channels

2. Your first site isn’t your masterpiece. Start with a specific goal and limit how much time / money you invest.

3. Don’t do anything on the web without tracking.

4. Use data to make decisions about online strategies.

@tonypasseytony@firetoss.com

linkedin.com/in/tonypassey