Presentation to help SMEs to make the most of their online presence

1. Making the Most of your Website
Workshop
Welcome!
General Information
Agenda
Introductions
LMU Team
About me
Expectations
Anderson Lima BA MSc
Pt Lecturer & Business Consultant

2. The Workshop
•
•
•
•
The Theme - a web paradox;
Idea - Online branding focus replacing Web Designing focus;
Power of Network Effects - Collective intelligence;
The strands: Theory building, Science of Search, Customers
Centricity Paradigm, Practical Knowledge and application,
Future Developments for a sustainable competitive
advantage.
• Here we go...

3. "Branding is Marketing" Al Ries
"What is the most resilient
parasite? Bacteria? A virus? An
intestinal worm? An idea.
Resilient... highly contagious. Once
an idea has taken hold of the
brain it's almost impossible to
eradicate. An idea that is fully
formed - fully understood - that
sticks; right in there somewhere."
Agent Cobb - Inception

4. From Web Design to Online Branding
1st session
...Costumers want to experience,
they want to participate, share...
...Digital consumers are on the driving sit of the
new Social Economy, which is also driven by sharing e
is not about B2C, or B2B, It is about P2P,
is all about relationships...

5. The website...
is a part of your Digital Marketing activity that enables
online communication to be developed, optimized and
aligned to overall marketing strategy in order to increase
consumer engagement, value creation, sales growth,
brand equity and profitability in a sustainable manner
in order to achieve overall business strategy

9. My Website - Value Creation and UX
• How I see it...
• How customers see it...
• How Google sees it...
• How should it look
like...

10. ...
...consumers have fundamentally
altered purchasing decision making.

11. Online Value Creation - Taking UX to a
higher level - CX (Costumer Experiencing)
The Trichotomy of User Experience (UX)
UX
CX
lity
na
tio
nc
Fu
Content Marketing,
Blogging,Thought
Leadership, Social
Media Marketing,
Buzz Monitoring,
Reviews, Forums...
Br
an
di n
g
Visual Communication (Aesthetics)
Design Imagery,
Pictures, Frames,
Logos, Colour, Action
Buttons, Usability,
Navigations...
SEM, SEO, PPC,
Link Building, Landing
Pages, New
Technologies,
Internet of Things,
Wearables...
Search Science
& Social Innovation
Social engagement
Conversion
Lima (2013)

12. The importance of customer focus in
effective online planning
Why do we need to focus on the customer?
Basically... because they are not focusing on you!
Digital Consumers suffer from
"Short Attention Span"
rage general attention
span of a literate adult:
10 – 12 minutes
Pete (2009)

13. Online Value Proposition (OVP)
• Closely tied to your brand positioning;
• Reasons why customers will click on; return, register or buy from
your site; and ideally share their experience (key in an age where
the customer increasingly defines the brand);
• Intrinsic benefits a visitor will get from the the site, content, web
service or functionality – and how that ties to your overall product
or service;
• Why OVP - a strong online value proposition hooks, distinguishes a
web site from that of its competitors, helps provide a focus to
marketing efforts, can be used for PR and word-of-mouth
recommendations;
• Turn visitors into customers, customers into loyal followers,
followers into brand evangelist.

14. 7 Steps to start and refine your OVP
• Review potential OVPs. Unique value propositions are created in two phases: Phase 1 is where you internally
(yourself, or within your senior management team) decide on the unique benefits of your web site or service, and Phase 2 is crafting that
uniqueness into an outbound message to your market – a confident, assured benefit statement to your market.
• Select your target audience. Garner research if you don’t have it already to inform you who are they are. Build
simple personas if you don’t have them (pen portraits that are specific to the site usage) that really dig into what the site must deliver –
find the common needs of the relevant personas you must engage online
• Research your audience. Ask your market, those personas, what they need and want. Building your unique
differentiation in your market is far more likely when you become involved and understand your customers, tune-in to their triggers –
obtain feedback on early concepts and ideas and have a good understanding of how competitors are positioning themselves in your
market.
• Benchmark OVPs. Look outside of your industry. Study successful companies of all types. Seek to understand their online
value proposition. How are they different in the market?
• Define your OVP. Select a strap line and more detailed value messages you may see listing features or on an about page.
But remember that your online value proposition is more than text – think about images (large, small, masthead or a whole wall-paper
backdrop), also video or animation to help engage and entertain. A well designed navigation can define the OVP too.
• Communicate OVPs. Which messages and channels will you use to communicate OVPs. OVPs can be communicated in
the search results, in catalogue and in print ads. Messaging should engage by keying into the customer’s experience, and emotions the
intangibles can be powerful Being the best in price, selection or shipping time is often not enough to separate you from your competition.
What can you do with your idea, knowledge of your market to really improve their lives, health, financial situation, status, prestige, etc…?
• Deliver, review and improve. Make sure you are in a good position to deliver on your unique value proposition.
It’s not enough to create the best UVP statement only to give way to someone else who could execute better. Know your strengths and
build your UVP out from there. The “Online Value Proposition” or OVP should reinforce the core brand proposition, and also shows what
can a visitor get from your online services that they can’t get from you offline or from competitors.

15. Stages in online adoption
• Level 0 – No web site or presence on web - thinks offline is OK
• Level 1 – Basic web presence – domain name or Directory
(Yell) listing;
• Level 2 – Static informational site – often transfer brochure
online;
• Level 3 – Simple interactive site email form – rely on
traditional methods to sell;
• Level 4 – Interactive site supporting transactions and FAQ’s often online buying and interactive helpdesk;
• Level 5 – fully interactive site supporting whole buying
process – full integration of eBusiness. Offer relationship
marketing with clients;

16. The Internet Commandments
1. Know your mission on the Internet;
2. Be Everything for someone, not something for everyone;
3. Give the users something to take home;
4. Solution based on Strategy;
5. Utilise the possibilities of the Internet;
6. Build intellectual know-how and leadership on the Net;
7. Involve the user in the designing process;
8. Test your solution;
9. Give the users power and control;
10. Be prepared to change and start all over!

17. Ten C's for Internet Marketers
Gay et al.

18. Online Marketing Approach
•
•
•
•
Internally Focused Orientation;
Target Group Orientation;
Costumer Focused Orientation;
Network Focused Orientation
Molenaar

19. Online Marketing Objectives - Brand
Development
• Provision of Company Information;
• Corporate Image promotion;
• Product information over and above that available in
other media;
• Public Relations;
• Human Resources information;
• Promotional Campaigns and Integrated
communication - cross-channel.
Gay et al.

20. Online Marketing Objectives - Revenue
Generation
• Sales either by payments at the time of purchase or
order generated online;
• Prospect Generations; used as advertising stream for
company/product, of as medium for other sites;
• Direct Marketing; following traditional DM using as a
medium for communication
Gay et al.

21. Online Marketing Objectives - Customer
Service/Support
• Pre-sales information; simply promotional text
helping buyers to buy, FAQ pages;
• Post-sales information; comprehensive fitting
instructions, usage advise like recipes, supplements,
etc...;
• e-CRM; using technology to develop and manage
relationships;
• Personalisation; customisations and 1-2-1 approach.
Gay et al.

22. Website Integration
• Environmental Analysis, stakeholders,
Differentiations Variables, Positioning Strategy;
• Aligned with Overall Business Strategy: Design the
offer, value, distribution, communication,
partnerships and management;
• Key objectives of the new site;
• Web hosting and capabilities;
• Re-branding/Redesign;
• Integrations with other marketing channels
Gay et al.

23. Web Design - What to look for...
•
•
•
•
•
•
Navigation
Structure – wire-framing
Usability
Interaction
Content and copy
Brand and credibility… image

24. Test for Effective Web Performance:
1. How many mouses clicks to a phone number
when starting at a home page?
2. Feedbacks/pose questions?
3. Animations used? Does it slow down the site?
is it gimmicky or useful?
4. Does it use fussy backgrounds distracting visitors
from text of the site?
5. Typos and spelling mistakes?
6. Broken or dead links?
7. Misleading Links?
8. Orphan pages or returning a '404' message?
9. Download time?
10. Use of pop-up windows? Really necessary?
11. Freemiums?
12. Use of action colour and action buttons?
13. Testimonials?
14. Has is been optimised for search engines?
15. Internal Search and site map?
16. Mobile rendering and Optimisations?

25. Test for Effective Web Performance:
17. Has a Favicon?
18. 404 Error Page?
19. Print-Friendly CSS?
20. Conversion Forms?
21. Language Declared and Detected?
22. Microformats?
23. Dublin Core?
24. Spam Block ?
25. e-mail privacy? (plain text)
26. Directory Browsing? (can it be accessed directly?)
27. Server Signature off?
28. Mobile rendering and Optimisations?
29. Google Analytics? (or equivalent)
30. W3C Validity?
31. Doctype Declared?
32. Enconding Language?

28. velop a
de
plan
1
who are your customers?
2
who are the consumer generated
media creators and critics ?
3
start monitoring key areas, brands, new
products, service encounters...
4
draw on experience and skills internally,
outsource if need be
5
have a skilled and dedicated ‘interpreter’
Kelley, N (2012)

29. Introduction to Search Engine Marketing
2nd session
•
•
•
•
•
•
•
Keyword;
SEO;
PPC;
Landing Pages;
Link Building;
Searcher Personas;
Conversion Rate
Optimization;

30. Search Engines
• #1 Google: shows results at any Google-owned
website such as Google.com or Google Image Search;
• #2 Yahoo!: shows searches at any Yahoo!-owned
website including Alta Vista, and AlltheWeb;
• #3BING: Shows searches at any BING-operated
website such as BING Search;
• Yahoo! search engine results are currently driven by
BING search algorithm;
• Most popular Search Engines - (Link)
Fleischner, M H (2013)

31. How Search Engines Work
•
•
•
•
•
•
PageRank Algorithm (1998);
How Search Engines Work:
Organic x Paid Results;
Personalisation;
Anatomy of a Search Engine Result;
Beyond Web pages: Images, Videos, Geolocation.
Fox (2012)

32. Search Acquisition Strategy Process
• Have all business and product goals aligned and using
search data as key part of tour market research;
• Identify target audience;
• Determine queries that fit your business needs, what is
your target audience searching in volume?;
• Build content to perform well and have relevance;
("serganging")
• Offer a call to action that attracts searcher deeper and
deeper into the conversion funnel;
• Get you metrics right providing actionable insights into
effective strategy;
Fox (2012)

33. Steps in the Process - 1
1. Identify your business goals:
What is the business's purpose?
What is the website's purpose?
2. Assess the market opportunity:
Based on Keyword research, what searches are relevant to your business?
What's the overall volume?
3. Assess the Conversion Potential:
What queries will drive conversion (based on your business goals?)
Who is the target audience?
What's the competitive landscape?
Fox (2012)

34. Steps in the Process - 2
4. Create a tactical plan;
5. Develop Search Personas;
6. Develop Search Conversion workflows:
Build a content strategy based on the searcher personas and search
conversion workflows;
7. Execute on-page and off-page SEO ;
8. Monitor progress;
9. Identify actionable metrics;
10. Create rollout and adjustment strategies.
Fox (2012)

35. The Anatomy of SERP - 1

36. The Anatomy of SERP - 2

37. The Anatomy of SERP - 3

40. On-Page Optimisation - Making the
Hummingbird happy
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•
•
•
•
•
•
•
Keyword Architecture - Research, Plan, Build, Implement and Monitor;
Meta Tags - labels given to a web page;
Title - this tag is the page title, no more that seven words and less than sixty
characters;
Description - provides a description of the website or web page, use main
keyword twice for more impact (no stuffing);
Keywords Tag - should include the mains keywords chosen as the mains
focus of your website; (avoid stuffing)
Meta Author - optionals, if there are others it helps to identify content;
Robots - simplest but important, signal to Googlebo, Google's search engine
spider, to crawl your entire website;
Formatting - Content First, Clean Code (W3C), heading tags (<h1>, <h2> and
<h3>) all tags, proper keyword placement, no Flash and JavaScript
Fleishcner (2013)

41. On-Page Optimisation - Cont.
• Alt Tags - use to describe images or graphics, small impact
helps; (no stuffing)
• Proper Keyword Placement:
Place in the Title tag, description tag, keyword tag and alt
tags,
Place in an <h1>, <h2>, and/or <h3> tag,
Place in the first 25 words of your page,
Place in the last 25 words of your page,
Bold keyword(s) at least once on your page,
Italicize or underline keyword(s) at least once on your page.
• Avoid Flash and use JavaScript External;
• (XML) Sitemaps;
• Internal Links.
Fleishcner (2013)

42. On-Page Optimisation - Cont.
• For an improved Keyword Architecture and Placement
research your competitors;
• Google Page Rank (a.k.a. PR), and old dated friend but still
important; can indicate level of competitive strength among
competitors sites;
• Website Load Speed - Very important factor in ranking, you
can use Google Webmaster Tools or some other type of free
online tools to help determine the speed of your site;
(Remember User Experience);
• Inbound Links - off-page optimization
Fleischner (2013)

43. On-Page Optimisation - Keyword
Architecture
Keyword Research and
Planner
to build your Keyword
architecture

45. On-Page Optimisation - Examples

46. Off Page Optimisation
• It represents over 70% of your efforts;
• Get high qualified links to your sites - ≥ PR, similar
content, use related meta tag, come from diverse
sources, Larger number of sites linked to them; (Ex:
link: www.chrisbrogan.com)
• Link types: One way, Reciprocal and Three-way links;
• Identify which sites to link and authority sites: use
google search, Alexa and any online SEO tool;
ex. http://moz.com/tools

47. Off Page Optimisation
• Anchor text - natural link profile;
• Google looks for natural inbound link profile (branded and
keyword);
• Link Juice - careful with bad links;
• Review your links and remove untrustworthy inbound links (manually or using Google Disavow Links Tool);
(Google addurl, Google, DMOZ, Yelp, Articles
• Good directories;
Directories, etc...)
• Blogging;
• Social bookmarks - Digg, Redit, Stumbleupon, etc;
• RSS, Forum Marketing, etc

50. Examples of AdWords

51. Work Task 1 - Answer the Questions
below having your online brand in mind
• Customers Positioning: ‘Why am I here?’, ‘How does
this help me?‘ or ‘Does this site give me what I
need?’
• Business Brand Positioning: "Who we are, what we
offer, which markets do we serve, what makes us
different?"
• Site: "Why am I driving people to my site?"
• Start Marketing Audit

52. Social Engagement – building your hub
3rd Session
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•
Personas
Conversions
Link Building
Inbound Marketing
Social Media and Search
Content Marketing
Landing pages
e-CRM and Social CRM
• Analytics

53. Search Personas
• "Highly detailed description of an individual who
embodies key goals and behaviour of an important
group of target customers";
• Created through research, surveys, and interviews of
your target audience - use qualitative and
quantitative data;
• See in the following slide how to build and present
personas:
Fox (2012)

54. Inser
t
nam your com
e,
p
mon as well a any
th
s
the g and yea the
r
ra
slide y text on in
.
this
Company ABC
Buyer Persona Overview
Month, Year
54

55. Persona Name
BACKGROUND:
•Basic details about persona’s role
•Key information about the persona’s
company
is
•Relevant background info, like education
d th
fin y
e
or hobbies
can tion b onlin
a
Yo u
ng
rm eri
r
info inist f you .
e
adm veys o dienc
sur et au
g
tar
DEMOGRAPHICS:
•Gender
•Age Range
•HH Income (Consider a spouse’s income,
if relevant)
•Urbanicity (Is your persona urban,
suburban, or rural?)
IDENTIFIERS:
•Buzz words
•Mannerisms
55

56. Persona Name
GOALS:
•Persona’s primary goal
•Persona’s secondary goal
Conduct in
terviews
with your
target
audience
to learn
about the
ir goals
and challe
CHALLENGES:
nges in
more deta
il.
•Primary challenge to persona’s success
•Secondary challenge to persona’s
success
HOW WE HELP:
•How you solve your persona’s
challenges
•How you help your persona achieve
goals
56

57. Persona Name
REAL QUOTES:
•Include a few real quotes – taken
during your interviews – that
represent your persona well. This
will make it easier for employees
to relate to and understand your
persona.
COMMON OBJECTIONS:
•Identify the most common
objections your persona will raise
during the sales process.
Identifying common
objections will help
your sales team be
better prepared
during their
conversations.

58. Persona Name
MARKETING MESSAGING:
•How should you describe
your solution to your
persona?
ELEVATOR PITCH:
•Make describing your
solution simple and consistent
across everyone in your
company.
Esta
bl
mess ishing yo
u
a
your ging pre r
pa r e
e
s
orga ntire
nizat
io
c on v
ey th n to
e
mess
age. same
eal
g a r reative
di n
Inclu from C
o
phot ons or elps
m
Com photo h sion
i
ck
iSto one env on.
s
y
ever me per
a
the s

59. New Conversion Funnel Paradigm

60. 7 Steps to Increase Conversion
Engagement
• Applying Relevancy
• 1. Identify Conversion Goals & KPIs
• 2. Define & Acquire Target Profiles—Apply
40/40/20 Rule
• 3. Organize and Optimize Site Structure
• 4. Develop a Compelling Message
• 5. Place Effective Calls to Action
• 6. Enhance Shopping Cart / Lead Capture
Process
• 7. Test, Measure, and Refine

64. Link Building Strategy
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•
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•
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•
•
•
•
•
•
Develop an article or any other original content;
Create, Spin, and distribute - monthly;
Submit to high PR web directories;
Do follow blog submissions;
Do follow blog comments;
Forum submissions;
Profile Submissions;
Press Release Submission;
Social Media Post and links;
Video Submissions - YouTube, Vimeo and Viddler;
Social bookmarking;
Business profiles;

65. Inbound Marketing

67. Social Media & Search
• Social Media Optimisation;
• Discussion sites, Content-sharing
sites, Social Networks, Review
sites;
• Online Reputations
Management;

68. Content Marketing

69. Landing pages
• a standalone web page distinct from your main website;
• limit the options available to your visitors, helping to
guide them toward your intended conversion goal;
• Click Through Landing Pages;
• Lead Generation Landing Pages;

70. Social CRM

71. Analytics

73. Site Analysis
• old - http://www.corecomconsulting.co.uk/
• new (under development) http://corecom.frankdev.co.uk

74. Work Task 2 - SWOT
Perform a SWOT Analysis of your own site;
Define: Who is your audience? Where is your audience?
What your audience wants?
Build Two personas for your site;
Define the main Keywords for your site;
Create a OVP;

75. Where do we go from here?
SMEs online opportunities
Last Session
•
•
•
•
•
Less is more - More is... (knowledge, time, finances);
Mobile Marketing;
Innovation and Thought Leadership;
Collaboration;
Social Technologies: Augments Reality, The Internet of
Things, Gamification, Social Search, Wearables, 3D
printing...
• SMEs;

76. Mobile Marketing

77. Mobile Marketing

78. Activities Performed in Retail Store on Mobile
Devices

79. Profile of Mobile Shoppers

80. Mobile Trends

81. What are you planning to do?

82. QR Code

83. Result of Scanning QR code

84. Innovation and Thought Leadership
...Yes, If you build it
they will come!

85. Social Technologies and Web 3.0

86. SMEs
• Traditionally known as a "laggard" and slow in adoption of
Technology;
• Falling cost of web investment and innovations;
• User-friendly tools and softwares;
• Increasing but potential still not being fulfilled;
• Move from Institutional to Relational; ("sergaging")
• Faster, cheaper and efficient sales and costumer services
structure;
• Competing side by side with giants;

87. Wrapping it all up!
•
•
•
•
Summary...
Action planning!
Questions?
Well done :)

88. Action Planning

89. Books

90. Online Resources
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•
•
•
Smart Insights
Kissmetrics
Techcrunch
Search Engine
Journal
• Econsultancy

91. References
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•
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•
Tapscott, D Ticoll, D Lowy, A (2000). Digital Capital Harnessing the Power of Business Webs. London: Nicholas Brealey.
Fleischner, M H (2013). SEO Made Simple: Strategies for Dominating the World's Largest Search Engine. 3rd ed. USA: Michael Fleischner.
Fox, V (2012). Marketing in the Age of Google. 2nd ed. New Jersey: John Wiley & Sons.
Gay, R Charlesworth, A Esen, R (2007). Online Marketing a customer-led approach. New York: Oxford University Press.
Pete. (2009). How to appeal to web users with a shorter attention span than a goldfish Available:
http://www.sitemost.com.au/blog/2009/04/01/how-to-appeal-to-web-users-with-a-shorter-attention-span-than-a-goldfish/. Last accessed 08th Dec
2013.
Eubanks, N. (2013). Reduce Bounce Rate: 20 Things to Consider. Available: http://searchenginewatch.com/article/2237250/Reduce-BounceRate-20-Things-to-Consider. Last accessed 08th Dec 2013.
Thong, H. (2012). 100 SEO Tips - Turn Your Blog Into The Top of Google. Available: https://exploreb2b.com/articles/100-seo-tips-turn-yourblog-into-the-top-of-google. Last accessed 08th Dec 2013.
Bosomworth, D. (2010). Creating an online value proposition (OVP) for your site. Available: http://www.smartinsights.com/digital-marketingstrategy/online-value-proposition/online-value-proposition/. Last accessed 8th Dec 2013.
Hird, J . (2009). 20 Free Buzz Monitoring Tools. Available: http://econsultancy.com/uk/blog/3890-20-free-buzz-monitoring-tools. Last accessed
08th Dec 2013.
Chaffey, D. (2011). 8 Online revenue model options for Internet businesses. Available: http://www.smartinsights.com/digital-marketingstrategy/online-business-revenue-models/online-revenue-model-options-internet-business/. Last accessed 08th Dec 2013.
Chaffey, D. (2012). Digital marketing best practice. Available: http://www.smartinsights.com/digital-marketing-best-practice/. Last accessed
08th Dec 2013.
IMDB. (2010). Inception Quotes. Available: http://www.imdb.com/title/tt1375666/quotes. Last accessed 08th Dec 2013.

92. THANK YOU ALL FOR COMING!
Also to:
• Neil Kelley and the LMU marketing team;
• Christine Robinson and Sian Walkington from Leeds
Met Enterprises Services
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