Introduction to getting your offline business online.

1. Anne Perez
Introduction to Getting Your Offline
Business Online

2. Does your business need to be
Online?
• Around 40% of Google searches are for local
products and services!
• Increasingly people are getting information about
your company and your competition online before
deciding who to call or visit
• Customer reviews
• Comparing products and services
• Is your Business Online?

3. Do you Have a Marketing Plan?
What is Marketing?
“Getting the right message to the right
people using the right media channels
and methods, effectively, efficiently and
profitably.”
A Marketing Plan is a way to systemise
your marketing efforts.

4. What’s Your Message?
• What do you want to tell people about your
product and service?
• What are the benefits you provide?
• What is your solution to their problem?
• Clarity is essential

5. Who’s Your Target Market?
NB it’s not everybody
“The big danger is that without a target
market, it’s like standing in a park shouting
in the wind. When you have a target market,
its like standing in a park and talking to a
specific group of people.”

6. How to Reach your Audience?
“Knowing your potential customers well will
enable you to create a crystal clear
marketing message, tailored just for them,
that they will hear and are more like to
respond to. “
When you know who your potential customers are get to
know them so well that you know which media to use to
reach them with your message.

7. How well do you know Google?
Google has a market share of around 90% in the UK
How many of Google’s resources are you using?
• Google Places
• Google Analytics
• Google Keyword Tool
• Google +1 button
• Google +
• Google Trends
• Google Website Optimizer

8. Are you Location Based?
Do you have a Google Places Page?
A Free Resource for Local
Businesses
http://www.Google.co.uk/places

9. Need a Website?
It doesn’t have to cost a fortune!
If you’ve yet to take your business online its not too difficult to create
your own website and it doesn’t have to cost a fortune.
All you need is:
• A domain name e.g. Go Daddy (about £7 per year)
• A host e.g. Hostgator (about £6 per month)
• A content management system e.g. Wordpress (Free)

10. Is Your Website Working for You?
Are You Clear on the Purpose of your Website or does it just look
good?
Will it be used to :
• Capture Personal details for example names, email addresses,
phone numbers and mailing addresses to continue a sales
conversation offline?
• Will it be used just to Increase Awareness for your Brand?
• Is the intention for your website to Sell Directly to Consumers?
• Will it Provide Information in the form of pdfs, how-to videos or
downloadable manuals?
• Is it just to entertain?

11. Key Ingredients of a Successful
Website?
• Clear in its Purpose
• Achieves its Purpose
• Easy to Navigate
• Captures the Visitor’s Attention
• Has Measurable Results
• Is Optimised Effectively to Attract More Visitors

12. SEO Essentials
Google wants their customers to receive the best experience when
using their search engine.
They want their customers to find Quality Sites with Relevant
Content
• Create unique, accurate page titles keyworded to your niche
• Make use of the "description" meta tag to summarise your page’s
contents
• Improve the structure of your URLs
• Make your site easier to navigate
• Offer quality content and services
• Write better anchor text for links
• Optimize your use of images
• Use heading tags appropriately

13. Track Your Results and Tweak
Google Analytics - Measure the effectiveness of your website
To sell more of your product or services you need to understand
who your site visitors are and how they use your website.
Google Analytics (www.google.com/analytics) is free.
Statistics they can provide include:
• Where your visitors are coming from
• How long they are staying
• The keywords that led them to your site
• Sales and conversion
Discover what works and what doesn’t and make changes to do
more of what works and less of what doesn’t

14. Promote Your Business for Free
Online
Promoting Your Business Online doesn’t have to cost much:
• Social Media
• Article Marketing
• Forum Marketing
• Video Marketing
• Blogging
• Blog Commenting
• Email Marketing
• Providing Valuable Content on your Site and elsewhere online will
increase your visibility, establish your credibility and your expert status
and bring more visitors to your business.

15. Why use Social Media?
“Social networking gives you, a business owner, the ability to
connect with customers and prospects on a more personal
level. It gives you the ability to build a community around your
brand and to learn more about your target audience.”
Relationship Marketing
Networking Offline is successful when people get to “know, like and
trust you”.
Social Media is networking online.

16. Do’s and Don’ts of Social
Networking
• Do Decide where your target market is “networking” online
• Do Spend Your Time on the best site for your business
• Do Engage
• Do Build a Community
• Do Connect with Industry Leaders
• Do Update Frequently
• Do Behave Professionally
• Don’t Market Tirelessly
• Do point people back to your website
• Do add a “Follow Me” button on your website and other relevant
marketing tools.

17. Putting it all Together
• Decide Why you Want your Business Online
• Create a Clear Marketing Plan: Decide on your
Message, your Market and your Media
• Choose 3 or 4 different methods to spread your
message online, track the results and tweak