The 5 Key Ingredients to a Winning Internet Strategy

The 5 Keys to a Winning Internet Strategy

Just two things…

2. slideshare.net/collegeofbusiness

1. Disclaimer!

What’s the hardest part?

Strategy vs. Tactics

The data shows…

•82% of consumers use the Internet even before making a purchase in shops (Verdict Research, May 2014)

•92% have more confidence in info found online than they do in anything from a salesperson or other source (Wall Street Journal, Jan 2014)

•70% consult online reviews or ratings before purchasing (BusinessWeek, Oct. 2013)

•45% say they are influenced a great deal by reviews on social sites from people they follow (Harris Poll, April 2013)

http://www.youtube.com/watch?feature=player_detailpage&v=u6XAPnuFjJc Overall Strategy…

1. The Future - Create a well-defined statement of where you wish to be.

2. The Now - Assess where you are now with your online presence.

3. The Plan - Develop a simple and brief implementation plan to get from the now; to the future;

http://www.youtube.com/watch?feature=player_detailpage&v=u6XAPnuFjJc



“Must Have” pre-requisites

• Clear, articulated vision, business plan or list of business goals you wish to accomplish.

• The ability to factually audit your existing online presence and its performance

• A practical and clear idea of the human and budget resources available

• Access to a trusted, neutral source of information




The Strategy Sequence...

1. Define your outcome/vision




The Strategy Sequence...

1. Define your outcome/vision2. Establish where you are now

with your online activity/results3. Set the game plan for

implementation of your strategy4. Track and measure your results5. Review, evaluate and adjust



Marketing Basics…

Who is your target market?

WHO your ideal buyers are, WHAT problems you solve for them, WHY they buy from you and WHERE they are on the web?

http://www.youtube.com/watch?feature=player_detailpage&v=u6XAPnuFjJc Perception…




Build MASSIVE VALUE…



What do you want to achieve online?

#1.

Begin with the end in mind…

http://www.youtube.com/watch?feature=player_detailpage&v=u6XAPnuFjJc Online Objectives

1. Traffic - the means to your online success: Targeted traffic is your online currency. Without traffic, nothing else is possible online.

2. Relationships – the reason for your presence online: It is through your relationships – with customers, potential customers, referral sources, suppliers, employees, potential employees – that you serve your business purposes.

3. Conversion - the measure of your online success: A conversion occurs any time a visitor takes an action that you have defined as important to your business.



http://www.youtube.com/watch?feature=player_detailpage&v=u6XAPnuFjJc Online Objectives

1. Attract 2. Engage 3. Add Value 4. Try 5. Buy



Where are you now?

#2.

Tools…

Game Plan…

#3.


What is the PURPOSE of your website?

However…your website is only one part in your web strategy





“Your website is like your shop front or office – where the business takes place. You’re rarely going to do business with someone you don’t trust. So your job is to earn your customers’ trust. And how do you do that? Simple. Let them get to know you. Take the risk out. Share your knowledge with them.” www.bluewiremedia.com



http://www.bluewiremedia.com/



Your website is the centre of your ‘web universe’ – and it has four key functions:1. People download information - (e.g. free e-

book, whitepaper, podcast, free app)2. They connect with you - (e.g. subscribe to

blog or email, like on Facebook, follow on LinkedIn)

3. They enquire; - (e.g. contact us form, questionnaire, apply or call) and…

4. (If you’re planned!) They purchase from you - (e.g. buy, donate or renew)



How mobile is your strategy?

Australian Facebook Stats

What’s been most valuable so far…?

Website Mistakes

1. Not providing easy-to-find contact details or being clear about what your company does.

2. Not having access to a Content Management System 3. Build it and they will come 4. Not installing a monitoring tool prior to launch 5. Not having a clear brief when starting to work with a

Graphic Designer or Web Developer 6. Not having a clear Call to Action 7. Not making it easy for people to subscribe, enquire

or buy 8. Not creating a plan for regularly adding new content 9. Making casual agreements with friends to help with

website design or development


Getting people to your website…

WebsiteSearch Engines

Partners &

Affiliates

DirectPaid Ads

Social Media

Free PR

Events



Relationship Management Tool?

Here’s how social media, back-links & search engines work together: 1. If you have useful, relevant and interesting content – ideally for

free -- on your website, you can share it using social media on Facebook, Twitter & LinkedIn. This allows more people to find it and share it with their friends.

2. If it is really good, these people will link back to that content from their website (a back-link).

3. And because search engines, like Google, rank websites according to content and back-links (these are a token of online popularity), the more content and more back-links you build up, the higher you are going to rank in your niche.

Optimising Your Website

Create AWESOME Content

What is Content Marketing?

‘Content Marketing’ is the creation and sharing of content for the purpose of promoting a product or service. Though the focus of this content may not specifically be about your organization or its offerings, often assets created for the purpose of content marketing include a mix of problem-specific information and thought leadership.

Why Share Content?

1. Risk Mitigation – Content marketing develops trust by providing the buyer with information that will help them make the right decision. This, in turn, allows them to reduce both organizational and personal risk.

2. Lead Generation – Content is used to drive traffic to yourwebsite as well as capture leads through forms.

3. Lead Nurturing – As a lead develops, you must have content that educates and and informs in order to develop a robust lead nurturing program.

AWESOME Content Examples

• Articles • Presentations• Blog Posts • Press Releases• Books/eBooks • Product Data Sheets• Brochures/manuals • Reference Guides• Case Studies • Resource Libraries• Images • Videos• Information Guides • Webinars/Webcasts• Web Pages/Links • White Papers• Online Courses • Widgets• Podcasts/Videocasts • Workbooks

Tools…

Search?

1st 2nd


http://blog.marginmedia.com.au

http://blog.marginmedia.com.au/



Total Users: •11,677,680Penetration of Population: •54.28%Gender Split (M/F): •46%/54%Largest Age Segment: •25-34 (26.7%)Average Time on Site (per visit): •27 minutes 55 seconds




LinkedIn Stats

Total Users: 2,400,000Average Time on Site (per visit): 7 minutes 30 seconds




What is Social Media?

‘Social media’ refers to websites and tools that allow you to publish information, share information or connect with other people.

Test, Track, Measure, Manage…

#4.

A/B Split TestingCase Study: Highrise.com (Version A)

Track, Measure, Manage…

A/B Split TestingCase Study: Highrise.com (Version B)


A/B Split Testing

Review and Adjust

#5.

What is it costing you?

• The internet has shifted the balance of power to the customer, and companies that fail to empower customers risk losing them to competitors who are more web savvy

• Many companies are racing/struggling to play catch up with the increasing rate of internet interaction

• 45% of companies say improving the online customer experience is their top priority

What is it costing you?

• 26,000 new products and brands are introduced every year

• 16-30% of consumers change brand loyalty in one evening of watching TV commercials

• 74% of consumers buy ‘outside’ their favourite brands

Recommendations

WebsiteNew Business Media – Mitch Ellems

Online MarketingKeyword Intent – Jacqui Jones (strategy)Trusted Tradie – Sebastian James (lead generation)

Social MediaThe Creative Collective - Yvette Adams (strategy)

What gets in the way?

The difference…

What we have found is…• Most of business owners will…• Hear what we say• Understand it intellectually• Agree with all the principles• KNOW that it is the thing they should

do, and then will…

The difference…

• STILL NOT DO IT!

What gets in the way?

Complimentary Strategy Session

What’s your game plan?

Simplify

ACTION!

The 5 Key Ingredients to a Winning Internet Strategy

Business

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