an overview of tools you can use to build a successful ...€¦ · an overview of tools you can use...

Instructor: Kevin Niemi

1 Copyright 2017 KNMG Solutions

An overview of tools you can use to build a successful business presence online

The Big Picture - why are websites important?

Creating a website ◦ Platforms and costs

Content Creation

Security

SEO

Questions


Web 2.0

Mobile Devices

Search Engines

World Wide Web

Internet


Internet ◦ connected computers sharing information

◦ equivalent to roads and traffic rules

World Wide Web ◦ a set of rules, languages and softwares

◦ allows people to download and view files from another computer

◦ jump to other files easily (clicking hyperlinks)


Search Engines ◦ People struggled to find websites

◦ Search engines use computers to scan webpages, remember keywords, follow links to new pages and create a database of what they find

◦ Users enter desired keywords, and results appear showing websites that seem to match

◦ Made websites accessible to the general public

◦ If a website wasn’t ‘indexed’, it can’t be found


Search Engines ◦ Controlling whether/how people find websites gives

Search Engines significant power

◦ Search Engine Optimization (SEO) to increase “ranking”

◦ Google now processes over 40,000 searches per second (3.5 billion per day)


Physical Devices ◦ Desktop Computers

◦ Laptop computers

◦ Tablets

◦ Smart phones

◦ Wearable Devices

Trend ◦ More tablets and smart phones than computers

◦ “Always connected” technologies


Web 1.0 ◦ Static websites

◦ one way communication of information

Web 2.0 ◦ Web applications – software you access through the

internet

◦ Collaborative – 2 way communication

◦ Experiential – mimic ‘real life’ experiences

◦ Connection and Engagement – build communities and have conversations


Web 2.0 ◦ Social media sites

Facebook, Twitter, Instagram, Pinterest

◦ Website/blogging platforms

WordPress, Tumblr

◦ Software as a service (SaaS)

Google Apps, Dropbox, Canva


What do the online interaction trends look like today? ◦ http://www.internetlivestats.com/

What does this all mean for today’s entrepreneurs and businesses?

Activity ◦ Brainstorm affects of technology on business


http://www.internetlivestats.com/

“Always connected” technologies and culture

Instant, real time information gathering

Search for products or services as needed, when needed

Technologies make facts and figures easy to find and compare ◦ Prices, quantities and calculating ‘value’ is simple

◦ Instantly find the best price for a desired product

◦ Know more about a desired product than the salesperson


Information overload, Analysis paralysis ◦ Too many options or providers ◦ Difficult to figure out the ‘right choice’ ◦ More purchases from faceless and unknown

merchants

Backlash trend ◦ Ethics, connections and personal priorities

becoming strong ‘differentiating factor’ ◦ Consumers look for an ‘x’ factor that simplifies a

decision and makes them feel happier about the choice


People are easily able to search online for information about products or businesses before they buy

Having a web presence is the only way for your business to participate in this activity


◦ Having an online presence is critical for small business today

◦ “I don’t want to learn to write code.” No problem.

◦ “I don’t have $5000 to spend on a website.” You don’t need to when you’re just starting.

◦ Prototype today. Pay a professional later.

Copyright 2017 KNMG Solutions 14

A website needs a host computer ◦ Connected to the internet

◦ Configured to receive page requests and respond

◦ Technically, this could be any computer connected to the internet

◦ Realistically, it is complicated to set up and you don’t want to run a business website on a computer in your house


Services that will host for you ◦ Free

Simple to start, but somewhat restricted in what you can do

◦ Paid

Offer more power and privileges, and no advertising

◦ The good news is you can start free, and then grow as you need more power or flexibility


Wix and Weebly ◦ Easiest to use

◦ Drag and drop interface

◦ Free or low monthly fee

◦ Proprietary systems


WordPress ◦ Very popular and very customizable

◦ Open source

◦ Can be professionally developed

◦ Takes some dedication to learn

◦ Free or low monthly fee

◦ Can be self-hosted


Squarespace ◦ Proprietary system

◦ More expensive

◦ Drag and drop interface

Shopify ◦ Shopping/ecommerce specific

◦ Provides catalog, shopping cart and checkout functions.

◦ Meant to integrate into a larger website


Wix ◦ Great starting platform for newbie

◦ Free to try out

◦ Free for website with small advertizing and bad domain name

https://kevinniemi7.wixsite.com/knmgsol-wix-demo


Wix ◦ Can pay a monthly fee to get a custom domain

name and remove the Wix branding

Roughly $10 US/month

◦ eCommerce site will become more expensive

◦ Wix takes a cut of every transaction on top of credit card fees


WordPress.com ◦ Offers free platform to create a basic website with

blog

◦ Great ‘admin’ interface to be able to add and change content

◦ Very popular platform with lots of flexibility to grow and adapt with business growth

◦ Significant documentation and strong user community to ask questions and get help


2 different ways to have a WordPress site

◦ WordPress.com – run by Automattic

The company that created WordPress software (Automattic) has their own host servers, and will let you create a website to run on them for free or pay for premium upgrades

You are restricted to only using themes and tools that are tested and approved by Automattic

Easier to get started, and less complicated to maintain


2 different ways to have a WordPress site

◦ WordPress.org Provides the WordPress server software free to anyone

(open source)

Can install and run software on your own server, or on a host you rent through another company

You are able to install and run any themes and tools

More difficult to run

Requires expertise (web designer) to set up and maintain

http://www.wpbeginner.com/showcase/40-most-notable-big-name-brands-that-are-using-wordpress/





















To have a professional develop a WordPress site ◦ Cost is roughly $1,000 - $5,000 (depending on

complexity). Initial fee.

◦ $100/year for hosting

◦ Budget $300/year for professional maintenance (upgrading software and plugins)

E-Commerce can be set up and the cost per transaction is only the credit card fees


Important to plan ahead for content, so you’re ready when opportunities arise

There are many tips and tricks articles you can find with topic ideas. Here are some examples: ◦ New contract with client (respect confidentiality) ◦ Major accomplishments or milestones ◦ Sales or promotions ◦ Participation in local events, trade shows, etc ◦ Donation to charity ◦ New product launch ◦ New employee hires ◦ Events, open houses or seminars you are hosting ◦ Piggyback on current news article with ‘opinion editorial’


Even starting a brand new business, you can plan for the following key ‘newsworthy’ events: ◦ New hires ◦ New equipment purchases ◦ Finalizing product or service offerings ◦ Office opening (grand opening) ◦ Official website launch ◦ First month anniversary ◦ First client or contract ◦ First testimonial ◦ First contest or promotion


Have a plan/map created identifying all the stories you want to create over the next 6-12 months

Invest the extra effort to have a picture that goes along with the story ◦ Visuals catch much more attention than text only

Proofread and grammar check ◦ People will judge based on these things


Use language that connects to your audience ◦ Be professional (no swearing or slang) but otherwise

write at the level of the audience and use terminology they would expect and be familiar with.

Have a personality ◦ This is the chance to build your brand and establish a

voice that your audience can relate to.

Don’t sell ◦ People will share your success and excitement, but they

don’t want to help you push products or services


Using a hosted platform like Wix or Wordpress.com means they do most of the security for you.

Contact form spam ◦ If you have a contact form on your website, you will

likely get spam messages submitted. Don’t click on any links in emails that come from your site.

Always try to keep your platform up to date if you have a self-hosted Wordpress website


Create your website using language your customers will use and search for

Link to reputable resources (other websites) when it is natural within content

Create social media accounts that link to your website

Develop relationships with reputable sources who can put links on their sites to your website.


Set up your Google Business Listing (free) ◦ https://www.google.com/business/

◦ Shows on maps

◦ Dominates direct searches (sidebar info)

◦ Allows reviews

◦ Significantly increases Google search ranking

Submit your website to Google Search ◦ https://www.google.com/webmasters/tools/submit

-url?continue=/addurl


Thank you for having me today!


an overview of tools you can use to build a successful ...€¦ · an overview of tools you can use...

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