Google digital garage

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M1: The online opportunity

Digital presence is important.

Advantages:

Consider

  1. Scope
    • Web
    • Mobile
    • Social
  2. Technology & Content
    • Will you handle both technical and creative aspect?
  3. Cost and Time
    • Realistic timeline with objectives & milestones

M2: First steps in online success

Your online goals

Every business has different adjectives. Know what you want to achieve so you have an idea how to plan.

How digital can help business

  1. Building relationships on social networks
  2. Selling online
  3. Finding new customers
  4. Keeping existing customers

Ask: Why do you want to be online?

Example

  1. List business in online directories
  2. Build website to share information about business
    • Review section
    • E-commerce store
    • Store opening
  3. Expand business with online advertising

Priorities will change naturally and grow with business.

Measure progress along the way with [[Analytics]]

Prioritize different online opportunities in line with your goals.

Building online presence

First step to build digital presence: State your claim online Examples: Local listings, websites, mobile apps, social media

  1. Local listing
  2. Social media
  3. Website
  4. Apps

Think: What do you want people to do?

Marketing your online presence

Second step: How to help customers find you

  1. Search engines
  2. Other websites
  3. Social media
  4. Email

Search engines

Ways to use them

  1. Search engine optimization
    • Helps promote business in unpaid search results
    • About getting site in front of right people
    • Know what words people type in/ Keywords.
      • Words most relevant to your business.
      • Understanding these will help you improve how you show up.
  2. Search engine marketing
    • Lets you buy ad space in the search results
    • Business pay to advertise to people searching for specific keywords online
      • Usually an auction system -> business bid online

Email marketing

Analyze and adapt

It’s important to know your digital plan is geared towards the long haul.

  1. Setting realistic expectations
  2. Tracking and measuring results
  3. Adapting to changes in technology and your industry

Setting realistic expectations

Don’t expect too much too soon

Tracking and measuring results

With marketing-analytics

Adapting to changes

Analytics don’t tell what part of a website a user doesn’t like.

M3: Building your web presence

Choosing your online presence

  1. Websites
  2. Local business listings and review sites
    • Google My Business
    • Places for Business
    • Usually free
  3. Social media
    • Facebook, Twitter
  4. Mobile apps

What you want customers to do and create a home for all of these.

Social media vs mobile app

How websites work

Domains

Server hosts site. Domain name helps people find it.

To launch a website you need to get what’s called hosting space. Think of it like a plot of land for a house. Sometimes you have to pay a fee. In some cases it’s free. So do shop around before making your choice. This ‘plot of land’ is one of many within a server. Think of a server as a street where many companies rent out space for websites. A bit like sharing the same postcode. Each server has what’s called an IP, or internet protocol, address. This is made up of a string of numbers that can be located by any device that has internet access. Every website has a domain name. This is everything after the www. or World Wide Web part. You can think of this as the physical address of your house. But what if someone wants to find you, or in this case your website? They’d use a browser like Google Chrome. This locates and retrieves the website information, and then displays it. How long a website takes to load depends on things such as the amount and type of information, and internet speeds.

Key website ingredients

  1. Choosing a website name
  2. Planning how site is structured

Goal; Make it easy for customers find you

Choosing a domain name

Common parts

  1. Homepage - first page people see after they type in
    • Shop window
    • Where you invite people in
    • Navigation - How it directs people to other parts of the website
      • Lets people travel from one site to another
      • Should always appear to all parts of the website

Pages and sections

Think of what visitors are thinking of.

Meeting business needs

Keep goals in mind but consider what customers are looking for.

Think of what you want people to do and what they want to do.

Tips

If interested to learn about what users are doing, learn about marketing-analytics

Content

Website usability

Providing simple and clear navigation

Creating a consistent layout

Style General guidelines

Writing relevant and effective content

Make it easy to use.



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