digital strategies for small business digital strategy worksh… · • can you make you own...

Digital Strategies for Small

Business

What we’ll cover today

• Why is digital important

• Snapshot as to what makes up a digital strategy

• A brief run through of what makes up each component

• Key trends you could be thinking about

• Auditing your business

Please ask questions throughout the

session.

There will also be an opportunity to ask

questions at the end of the session.Image: Reactive.com

Why is “Digital” important to your

business?

• Digital technologies will have a different impact on each sector– Size of the impact– Time in which it will happen

• How each sector responds and prepares will be paramount to a business’s success or decline

Digital Disruption

Digital Disruption

Are you prepared for the worst?

Are you ready for the best?

Fast Broadband Benefit Rating

Source: CCIQ Queensland Digital Readiness Study

Source: Deloitte: Connected Small Business, 2013.

Where are we at as a nation?

16% of small businesses are making the most of the web with high digital engagement

25% of small businesses have medium digital engagement

24% of small businesses have low digital engagement and

35% of small businesses have very low digital engagement and do not use the internet at all.

Why you need a digital strategy

According to Deloitte:

Businesses with higher levels of digital engagement have an average of 20% increase in annual revenue.

Median revenue for businesses with low digital engagement is $87,500 / employee, compared with $187,500 per employee for businesses with a high level of digital engagement.

Source: Deloitte: Connected Small Business, 2013.

SO WHAT DOES A DIGITAL STRATEGYLOOK LIKE?

A definition:A digital strategy provides direction on how to maximise the business benefits of digital initiatives in line with your businesses’ vision, goals, and opportunities.

It is essentially an extension of your current business plan.

For example:

The finance component of your business plan could

undergo digital transformation through:

• moving to cloud-based accounting solutions

• taking and receiving orders and payments via an e-Commerce website

• moving in-field staff to digital devices (ie. iPads) to take customer orders, create invoices on the run andeven collect payments.

Video – Digital Strategies for Business

What makes up a digital strategy?

A Digital Strategy is made up of ten elements:

• Online presence• Digital marketing• Selling online• Customer interaction• Online security• Supplier interaction• Mobile based solutions • Efficiencies through technology• Cloud computing• Training and Regulatory Interaction

Do you have a digital strategy

for your business?

QUESTION

WHAT ARE THE KEY THINGS YOU

SHOULD KEEP ON THE HORIZON?

Digital Presence

• Website – Design & Content

• Search Engine Optimisation

• Social Media

• Online Selling

• Digital Marketing

• Analysing Effectiveness – Google Analytics

Website – Design and Content

What makes a good (or bad) website?

Australian Web Awards

Mobile Category – Australia Post

Personal Blog – Red meets Blue

Commercial – Bonfire

Social Media – Celebrate WA


Do you pay for one or build your own?

(or a combination of both)

Things to consider

• Engaging and relevant content

• High quality photographs

• Easy to navigate structure

• Optimised for Search Engines


Content Management Systems• Create, manage, store and deploy content for your

web page• Web content includes text and embedded graphics,

photos, video, audio, and code (e.g., for applications) that displays content or interacts with the user.

Top 3 for 2013

• Wordpress (50%)

• Drupal (17%)

• Joomla (6.4%)

Source : http://visual.ly/most-popular-content-management-systems-2013


Content Management Systems


Important things to remember

• Can you make you own changes and updates

• Manage your digital assets carefully

• Know who your customers are and where they play

• What is the purpose of your website• To inform, to educate, product marketing

Search Engine Optimisation (SEO)

• Improving your page rankings

• Optimise page titles, headings and keywords

• Links to your website adds credibility

Video and examples

Social Media

Social media present great marketing opportunities for businesses of all sizes.

Examples: Youtube, Facebook, Twitter etc

You can use social media to:• promote the name of your brand and business• tell customers about your goods and services• find out what customers think of your business• attract new customers• build stronger relationships with existing customers.

THE BENEFITS

broad reach - social media can reach millions of people all around the world

ability to target particular groups

free or low-cost

personal

fast to distribute information to many people

easy - you don't need high-level skills

Social Media

THE WEAKNESSES

Potential wasted time and money for little or no tangible return (be sure of your market demographic)

the rapid spread of the wrong kind of information about your business (e.g. incorrect information accidentally posted by you, negative reviews posted by others)

legal problems if you don't follow privacy legislation and the laws regarding spam, copyright and other online issues.

Content must be maintained regularly (daily)

THE WEAKNESSES

Potential wasted time and money for little or no tangible return (be sure of your market demographic)

the rapid spread of the wrong kind of information about your business (e.g. incorrect information accidentally posted by you, negative reviews posted by others)

legal problems if you don't follow privacy legislation and the laws regarding spam, copyright and other online issues.

Content must be maintained regularly (daily)

Social Media

social media can reach millions of

fast to distribute information to many people

level skills

Social Media

Facebook – a social networking site that allows you to have conversations with customers, post photos and videos, promote special offers, and more (Others: Linkedin, Google+)

• Offer deals through Facebook Places• Targeted advertising• Steer traffic to your website• Provide customer support• Talk to existing and potential customers• Share pictures and videos from your business• Low-cost marketing strategy

Check out - The Official Aussie Helpers Page

Social MediaYoutube – an online video-hosting service that lets people share their videos (Others: Vimeo, Flickr)

• Demonstrate products• Creating community• Demonstrating expertise• Saving bandwidth• Leveraging events and promotions

Check out – the Natural Sciences Loop

Social MediaTwitter - a 'micro-blogging' service that allows you to send and receive short messages from customers and potential customers. Your business could use Twitter to

• promote products• converse with customers• monitor feedback and trends• provide customer service.

Not every business is a candidate for Twitter. Like any business activity, Twitter requires planning, resourcing and monitoring.

Check out – Queensland Police Service

Online SellingSome things you should think about:

Mobile-Commerce (m-Commerce): 24% of Australians are making purchases through m-Commerce (16% smartphone, 8% tablet).

Facebook-Commerce (f-Commerce): Embedding e-Commerce solutions in Facebook enabling customers to buy from your store without leaving Facebook.

B2B Efficiencies: Rather than customers sending in faxed orders or calling in with their order, create an e-Commerce style process for them to buy online freeing up your sales/admin staff.

THE BENEFITS

ability to trade 24/7

trade across geographic borders – consider releasing a version of your website in various languages

highly convenient sales channel – easy opportunity to get repeat buyers

can be a highly cost effective channel.

Online Selling

THE WEAKNESSES

shipping costs can preclude some businessesfrom selling online.

it’s a whole new sales channel and therefore should be treated like any other sales channel resources, marketing etc.

pricing model can some times be different to the bricks and mortar environment

dealing with returns / client issues etc.

s of $1000 in infrastructure for a set

Scalable solution which you can scale up / down

THE WEAKNESSES

shipping costs can preclude some businessesfrom selling online

it’s a whole new sales channel and therefore should be treated like any other sales channel – i.e. needs, resources, marketing etc

pricing model can sometimes differ from the ‘bricks and mortar’ environment

dealing with returns/client issues etc.

Online Selling

Digital MarketingSome things you should think about:

Building a CRM: All enquiries, leads and prospects that download a whitepaper or information from your website should be added to a well-sorted CRM.

Investigate re-marketing solutions: Re-marketing, which can often be automated, enables you to send additional collateral or promotional material to a prospect based on their last purchase / enquiry.

Opportunities: Google Adwords, social media advertising, newsletters/email marketing, banner advertising, content production / blogging, SEO.

Measure ROI: Use goal feature in Google Analytics.

THE BENEFITS

can segment the demographic to ensure cut through is achieved to a very specific group of people

can be highly cost effective, and generate a strong ROI

ability to test and measure is great.

Digital Marketing

THE WEAKNESSES

often very niche, not mass media

reliant on human resources / time rather than money like traditional marketing

cluttered environment



THE WEAKNESSES

often very niche, not mass media

reliant on human resources/time rather than money like traditional marketing

cluttered environment

Digital Marketing

Analysing Effectiveness

Google Analytics

• Which marketing initiatives are most effective• Which customer and customer segments are most

valuable• Where visitors come from and what do they do on the

site• Which keywords resonate with prospects and lead to

conversions

Analysing Effectiveness

Google Analytics

• Which online ad or creative is the most effective• Where people leave the site• Which pages retain visitors the longest• What search terms people use to find the site

Cloud Computing:the delivery of hosted services over the internet.

It includes:

Infrastructure-as-a-Service (IaaS) – where you move to an environment whereby your server is cloud based, and staff access your data from it, rather than a local server

Software-as-a-Service (SaaS) – where you access your software via the internet rather than having it installed on your local machine. Includes solutions like Salesforce, Xero etc.

THE BENEFITS

99% safe and uptime guarantees

you get 100’s of $1000 in infrastructure for a set monthly fee/person

scalable solution which you can scale up/down based on staff numbers/projects etc

hassle free administration.

cheap & fast access to a variety of solutions

Cloud Computing

THE WEAKNESSES

doesn’t work for all business types

research before committing

you loose direct control of your infrastructure

try to ensure that your data stays in Australia not in an offshore facility

make sure the for your business.


Scalable solution which you can scale up/down

THE WEAKNESSES

doesn’t work for all business types

you should research before committing

you loose direct control of your infrastructure

try to ensure that your data stays in Australia not in an off-shore facility

make sure the cloud solution you are getting is the right fit for your business.

Requires an active internet/broadband connection

Cloud Computing

Cloud SoftwareSome things you should think about:

Cloud apps: More and more applications are moving to SaaS solutions from project management software like Podio or Basecamp, through to CRM like Salesforce, Sugar Dynamics, and Highrise HQ.

Extending an app: Using the API (Application Programming Interface) developers can create custom web products that connect with the cloud application.

Cloud accounting: SaaS solution, anywhere/anytime access, automated bank feeds, suggested invoice matching, secure and API availability for developers to extend.

Cloud POS: Point of sale solutions that can be run via a tablet. Solutions are backed up to the cloud and allow for real-time analytics and sales tracking via the app remotely.

THE BENEFITS

real-time, online access anywhere, anytime

affordable – spreading the financial burden of high end software over a period of time

scalable – based on the number of users/level of work

ability to extend/modify and link two or more cloud apps together

In-house IT support requirements diminish

Software updates handled automatically

Cloud Software

THE WEAKNESSES

you don’

possible downtime during a server outage / upgrade (normally avoidable now)

data is typically stored abroad

cost can be high if there

support can sometimes be lower.



THE WEAKNESSES

you don’t physically own the software

possible downtime during a server outage/upgrade (usually avoidable now)

data might be stored abroad

cost can be high if there’s 1000’s of people accessing it

support can sometimes be lower.


Cloud Software

MobilitySome things you should think about:

Accessing cloud solutions: Major cloud software providers are more commonly providing mobile applications for users to access their data via their smart phone.

Mobile payment solutions: Using solutions like PayPal, Here or Commonwealth Bank Pi, allow you to turn your smart phone into a mobile EFTPOS machine.

Custom mobile applications: create applications that exist only on a small group of smart phones to replace paper based processes.

Mobility Case Study

THE BENEFITS

always on, access to information anywhere anytime

leverage off handsets core functionality – ie. GPS/ heat map

the device is always with the user

nearly hitting 100% market saturation.

Mobility

THE WEAKNESSES

developing across multiple operating systems can be expensive

platforms constantly changing and users upgrading

small screen screen there



THE WEAKNESSES

developing across multiple operating systems can be expensive

platforms constantly changing and users upgrading

small screen – because of the physical size of the screen there are some things you cannot do efficiently.


Mobility

Online Training and Information Sources

• Online Training– Training for you and your staff– Provide training / instructional videos and

documentation about the products that you sell

• Up to Tertiary level qualifications can all be delivered online

• iTunesU• Webinars• RSS Feeds, Blogs, Newsletters & Social Media

Business and Industry Portal

Australian Business Licence and Information Service

Australian Business Account

One location for:�Business & industry information�Information & tools to start or run a

business

� The right forms for licences & regulations online

� Across all levels of government

� Ongoing updates & opportunities relevant to business

What does the portal offer?

• Easy to read guides about how to start, run & grow your business

• FREE interactive quizzes & tools • FREE business planning templates• Customised support & advice plus FREE ‘how

to’ webinars• Useful info, support & advice targeted to

industry• Calendar with details of upcoming events

Australian Business Account

� Get updates about changes to regulations.

� Receive updates about new tools, events and webinars.

� Be kept in the loop about ways to increase your bottom line.

� Get updates about industry opportunities.

� Find the regulations that relate to your business from ABLIS and save in the ABA.

� Apply for a range of licences online.� Keep a record of the forms submitted

online.

Reduce your paperwork by pre-filling forms with details from your business profile.

� Keep a record of the forms submitted online.

Choosing a Digital Consultant

• Past experience – ask to see some

examples

• Be sure of timeframes and deliverables

• Staged approach – ability to build on

• Changing your own content

• Ongoing costs and subscriptions

• Add-on systems and integration with what

you already have (Page 34 in Workbook)

Auditing your business

Put your business under the digital

lens to understand how your

business is performing.

The Department of Tourism, Major Events, Small Business and the Commonwealth Games has created the framework for a Small Business Digital Readiness audit tool.

The tool enables you to get a clear picture of where you currently are and what you need to do to progress to the next level.

Mapping out an action plan

The action plan in your workbook lists the

tasks you should undertake to assess what the

next steps look like.

STEPS:

•AUDIT – understand your current position on the Digital Audit Tool.•RESEARCH – consider what options are available to you so you know what your digital evolution could look like. •ACTION – create an action list of tasks as to the steps you need to complete to progress.•DEFINE – consider what success in this section will look like to determine your success in implementing this strategy.

Summary

� A Digital Strategy should be an integral part of your business plan it's more than just a website.

� Look at each area of your business plan and assess how you could achieve efficiency gains through the use of technology/software.

� Recognise the importance of marketing your business online.

� Audit your business – understand where you’re at.

� Create an action plan to proceed to the next level.

Preparing for the Digital Future

1. How am I able to compete in an interstate or global marketplace?

2. How will my customers buy from me in the future?3. How will I manage my relationship with them, from

marketing to after-sales service?4. How will I attract qualified staff to sustain my business?5. How do I retain my staff by offering an attractive work

environment that is comparable with what is on offer from big business?

6. How do I streamline business processes so that I have more time to work on the business rather than in it?

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