connecting locally online (part 1)
DESCRIPTION
The simple act of shopping and dining out in town has changed. Customers reach for their smart phone, tablet, laptop or computer to help them decide where to eat, where to shop and what to buy. Making sure that your business can be found online, has accessible information, gets positive word of mouth and stays front of mind with your customers will ensure that you survive and thrive in 2014. This presentation was the first of a two part workshop series which provided businesses with tips on how to make retail, services or hospitality business stand out online within the Yass Valley region. Topics included: websites, mobile, search optimisation, Google Adwords, ecommerce basics. This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au This workshop was presented by Threesides Marketing www.threesides.com.auTRANSCRIPT
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
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!
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
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
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!