why every small business should have a web presence
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How to Use the Internet in Your Business
Presented by John Duffield
Why You Need a Web Presence and What are the Options?
John Duffield What I Do …What I Do …
• Business Performance Improvement.
• Website Design• SEO• Digital Marketing• iPad Apps
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AustralianStatistics
• Around 6.7 million (37.9% of all Australians) bought a product or service online in the last 12 months.
• They spent a total of $25 billion.
• Online sales are expected to grow 12% annually by 2014.
• This is faster than sales from traditional stores.
• Research also shows half of Australian shoppers are going online before they go into a shop.
Source: Australian Interactive Media Industry Association
Get on the Web!
• Get the Internet working for you today
• The Internet sells and sells big…
• Or use your website to create demand for your services…
Some reasons for going online …
1. How can the Internet help my business?
• A presence, an image a market position .
• A favourable perception.• Why people use the internet?• No boundaries …
What a Website Can Do For You
• A presence, an image and a market position.
• Regardless of what your competitors are doing.
• More and more business is being transacted over the Internet.
Having a Website …
• Favourable perception from prospects and customers.
• A place to send people to.
• May just make the difference.
• Marketing is perception.
• Image is everything.
The Benefits of Having a Website
• No geographic limitation.
• Unlimited earning potential.
• Easily started and managed.
• 24/7 selling potential.
• Attract your required demographic.
• Tap into social media.
Domain names, hosting, website design ...
2. What do I need to do to get a website?
• What is a domain name?• What is webhosting?• How do I get a website designed?• What else do I need to know?
What is a Domain Name?/1
• An address of a website on the Internet.
• Tells people exactly where to find you on the Internet.
• You must register your domain name.
• Purchased from a domain name registrar.
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What is a Domain Name?/2
• Look for a domain name that is your business.
• Look for associated names.
• Search for preferred names.
• Shop around for best deals.
• The .com or .com.au debate.
What is Web Hosting?
• A service to provide space on the web for your site.
• Permanently connected to the web via servers.
• IP numbers assigned.
• Enables your web site to be seen on the web.
Web Hosting Providers
• Smartyhost
• Hostgator
• GoDaddy
• Bluehost
• Webalive
• What to look for …
• Speed is everything!
How Do I Get a Website Designed?
• Do it yourself
• Site builders
• Wordpress, Joomla etc…
• Pay a web designer
What Else Do I Need to Know?
• Content
• Links
• SEO
• Demand creation
• You Tube
• Social media
• Alexa
• Google…
• Search engine
• Gmail
• Translate
• Tools
• Analytics
• Webmaster Tools
Web Site Content
• Relevant and fresh
• Interesting
• Easy to navigate• 3-click rule
• Write for web surfers
• Keywords…• “Exact”• Broad Match• Phrase Match
Web Site Links
• Backlinks
• Inbound links
• Google and links
• Vote from other sites
• Page rank
Search Engine Optimisation (SEO)
• What is SEO?
• Black/white hat SEO
• Ongoing process
• Organic vs. Pay per click
• Other paid options
• Keyword % mix (3%-5%)
Traffic Creation
• Find your niche
• Web site statistics
• Keywords - “Exact”• Links
• Social media
• You tube
You Tube/1
• 2nd largest search engine
• Owned by Google
• Adds believable content
• Ability to optimise videos
• Email and embed videos
• Easy to create
Only 10% of You Only 10% of You Tube Videos get Tube Videos get more than 1,500 more than 1,500
viewsviews
You Tube/2
• Tag your videos
• Annotate
• Set up a channel
• Links back to your site
• How to videosSome videosSome videos
Go VIRAL!Go VIRAL!
UMACS UMACS VideosVideos
Gideon Gideon ShalwickShalwick
Social Media
• RSS feeds
Backlinks to your site, announcements etc.
Presence, Content, Links, Demand...
3. How can I use the Internet to grow my
business?
Business Growth
• Niche market ...
• Demand creation ...
• Social media ...
• Web 2.0 ...
• Market your site ...
Lead Generation System?/1
• Online Lead Generation is a marketing term that refers to the creation or generation of prospective consumer interest or inquiry into a business' products or services online. Leads can be generated for a variety of purposes - list building, e-newsletter list acquisition, building out reward programs, loyalty programs or for other member acquisition programs.Source: Wikipedia.com
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Lead Generation System?/2
• Drive traffic
• Create demand
• Create opportunities
• Convert opportunities
• Clicks per conversion ratio?
Research/1
• The first step is to have an idea of what your customers are looking for.
• Google offers a free keyword tool that gives users an indication of the search terms that generate the most traffic.
• Google Keyword Tool
Research/2
• Grab the attention of "scanners" by changing the formatting and appearance of your copy.
• Very few visitors to your site will read every word of your sales copy from start to finish.
• Most will "scan" your copy as they scroll down the page, reading only certain words and phrases that jump out at them or catch their eye.
• 300 – 500 (max) words per page
Google Tip
• Set up Google alerts
• For:• Your business name• Your keywords• Trigger words• Your name?
• Google Alerts
How Do I Set-Up a LG System?/1
• What are you selling?
• Physical goods?
• Digital goods?
• Information?
• Membership?
How Do I Set-Up a LG System?/2
• Completed website?
• Minimum 5 pages …
• Splash page?
• Webpage promoting the products
• Social media + icons
• Inbound links
What Do I Need to Put in Place?/2
• Selling page (splash page)• Shopping cart• 3rd party shopping cart
• Merchant account• Payment gateway• SSL Certification• Product listing and images• Shipping process• Drop shipping
Merchant Account
• Merchant account is a bank authorised account which allows you to accept major credit cards.
• Note though that rates banks will charge you are higher if you are operating an online store because the "card is not present"
Payment Gateway
• Payment Gateway is a software which actually processes customer order information, address, credit card number.
• The data is sent to a credit card authorisation network which verifies that the credit card is valid and verifies that the shipping address matches the billing address.
• St George Bank
How Much Does it Cost?
• Shopping cart fees
• Gateway fees
• Merchant account fees
• Other considerations ...• Fraud protection• SSL Certification
On a Budget?
• PayPal• Use buy now buttons• Cut-off dollar value around
$3,500
Open Source Cart Options?
• Zen Cart
• OS Commerce
Where Might Other Leads Come From?
• Forums
• Article marketing
• Google Adwords
• Directory listings
• Blog posts…
Interesting Facts…
• 77%77% of Internet users now read blogs as a primary source of news and education…
• And each month, over 6 billion hours 6 billion hours of video are watched on YouTube…
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Give them a compelling reason to visit your web site …
4. Why should potential customers visit my
website?
• Why will they come to my site?• What must I have in place?• Should I offer discounts to entice
them?• Will they come back again?
Why Will They Come to My Site?/1
• When a visitor lands on a page on your website they need to know within seconds whether that page is relevant to them.
• The copy (or writing) that appears on the page plays an enormous part in this process.
What Must I Have in Place?/1
• The look and feel of a site can have a considerable impact on conversions.
• A simple tweak to what’s in it for the visitor can be enough to tip them into making a transaction or signing up for a newsletter.
What Must I Have in Place?/2
• Trust plays a crucial part in converting visitors to customers, particularly for new businesses.
• This is where videos are priceless!!!
What Must I Have in Place?/3
• Having established presences on social media sites like Twitter, LinkedIn and Facebook not only works to boost your brand image, they can also greatly help to convince prospective customers you’re a real business worthy of their transactional trust.
• Work to build fans, followers and connections, and make an effort to communicate with them.
• Advertising on Facebook!
Should I Offer Discounts?
• Introductory offers
• Package up the offer
• Coupon offers
• Seasonal/Non-Seasonal
• Retail sales principles
Will They Come Back Again?
• Give them a reason to
• Referrals
• WOM
• Loyalty program
• Coupons
• Get them on your list
Put the whole thing on auto-pilot...
5. How can I automate the sales lead
process?
• Why should I do this?• Where to start?• Opportunities?• Tools?• Digital products example
Where to Start?
• The first step to the automated online sales process is to get your site’s visitors on your email list. Mailchimp.com
• Your list will become the biggest asset you have, so this step is critical to your success.
Next Step?
• The next step in the process is to decide what you will send out once a person subscribes to your list.
• Obviously you will be sending a welcome email with a link to the free product you promised.
• But then what? • One of the greatest tools in the
email marketing toolbox is the sequential auto responder.
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Have a List?… = Opportunities!
• Now you have a captive market
• More than 70% of sales
• Keep them up to date
• New products
• Sneak peek launches
• Advance sales opportunities
• Survey them, ask questions
• You have a captive audience
• Seize the opportunity!
Digital Products Example
• Link to 3rd party site
• No merchant or gateway fees
• Only % sale or set fee per month
• Link from site
Questions?Questions?
http://small-business-world.com/contact/
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