- Tags: #courses #to-digest
- Relevant Notes
M1: The online opportunity
Digital presence is important.
- Benefits of search
- You become more visible to people
- People learn more about you
- Gives valuable insight into customers
- Targeted advertising
- Technology & Content
- Will you handle both technical and creative aspect?
- 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
- Building relationships on social networks
- Selling online
- Finding new customers
- Keeping existing customers
Ask: Why do you want to be online?
- List business in online directories
- Build website to share information about business
- Review section
- E-commerce store
- Store opening
- Expand business with online advertising
Priorities will change naturally and grow with business.
Measure progress along the way with [[Analytics]]
- Helps you know what works well and not
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
- Local listing
- Social media
Think: What do you want people to do?
- Find physical shop: Add map
- Call you: Add contact details
- Make appointments online
- Buy products: E-commerce
Marketing your online presence
Second step: How to help customers find you
- Search engines
- Other websites
- Social media
- Search engines show your business in search results.
Ways to use them
- 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.
- 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
- Display advertising
- Ads that show alongside content on the internet
- Appear everywhere online
- Come in different formats: Text, image, interactive, clickable
- You can choose people who want to see your ads
- Sending relevant offers to people who already said they want to hear from you
- Get people to sign up or opt in to get emails from you
- Examples: Coupons, advertise special event, promote sales marketing
Analyze and adapt
It’s important to know your digital plan is geared towards the long haul.
- Setting realistic expectations
- Tracking and measuring results
- Adapting to changes in technology and your industry
Setting realistic expectations
Don’t expect too much too soon
- It can take some time
- Try not to set unrealistic goals that you’re unlikely to meet
Tracking and measuring results
- Show you how people find your website and what they do when they get there
- Knowing where your online visitors are coming from can help you understand which ones of your campaigns are working and which one are not
- Know if your investment & digital is working
Adapting to changes
- New things come up daily
- A good plan: Basics + Forward thinking w/ latest ideas
- When things change in your industry, make sure your online presence show that
- Are you still up to date?
Analytics don’t tell what part of a website a user doesn’t like.
M3: Building your web presence
Choosing your online presence
- Local business listings and review sites
- Google My Business
- Places for Business
- Usually free
- Social media
- Facebook, Twitter
- Mobile apps
What you want customers to do and create a home for all of these.
Social media vs mobile app
- A social media profile is a quick, simple and cheap way for Addie to establish an online presence. This should be the first step she takes to help customers engage with her and her business.
- After Addie has established her social media profile, she can then look at longer-term investments such as building a mobile app, which could help customers find out more information and place orders.
How websites work
- Server–Computer connected to the internet with a software that allows it to store or host pieces of your website
- “Serves up right content when requested”
- Each one has it’s own address/ Internet protocol (IP) address
- String of numbers that stand for a certain part of the internet
- How potential customers will find you
- Type into browser window to go to any site
- www.(domainname).com -> Part that people use to find website
- Communicating with server -> Send information needed -> So person using can see what they’re looking for
- Browser figures out which server it is located -> Server & browser communicate -> Server sends back information needed
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
- Choosing a website name
- Planning how site is structured
Goal; Make it easy for customers find you
Choosing a domain name
- Check if what you want is available
- Search for Domain Registar
- A good one is something people can remember easily
- To the point
- 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
- How you organize a site is very important. Think what content you want to offer and group in ways that make sense.
Pages and sections
- Photos of best work
- Contact us
- Address, phone number, email, map
Think of what visitors are thinking of.
- Shopping baskets
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.
- Put phone number at very visible location everyone. Or add text.
- Make contact page easy to find.
- Allow mobile users to find you at one click.
- Including maps
- Do they want certifications? Etc.
If interested to learn about what users are doing, learn about marketing-analytics
- Avoid technical jargon and chest-beating about how great you are
- Explain that you can meet needs of customer/ solve problem they have by framing it in terms of what you can to help visitors
- Write in a tone that is confident, but not intimidating
- Explain concepts in everyday language
- Use stories
- Let people write reviews
- Use images, headline, clear navigation to help them find what they are looking for
- People don’t spend much time
- Making it easier for users to accomplish what they want
Providing simple and clear navigation
- Stuff that guides business around site
- Good navigation: Makes sense for visitors
- Has a search box at every page
- So they always find it
- Has a search box at every page
- When people visit things across the web, they expect the same thing
- Logo at every page and click on it will take you home
Creating a consistent layout
Style General guidelines
- Should be consistent
- Dark text over light background
- Where on page content goes to
- Don’t make it too long
- Use heads and bullet lists
Writing relevant and effective content
- Write for your audience
- Encourage visitors to take an action when they visit your site
- Call to action
- Call now, get directions, buy now
- Call to action
Make it easy to use.