Essentials to getting online
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Essentials to getting online
- 1. Essentials to Getting Online MARK WALTON AND RACHEL MURRAY – HYDRANT
- 2. Hydrant Digital agency based in Carlisle Web Design and Web Development, Online Marketing and Support @TeamHydrant 0845 862 1111 www.hydrant.co.uk
- 3. Hydrant What we do: What do we make? Web Design Mobile Apps Web Development Learning Management Systems Online Marketing Web Applications Search Engine Optimisation And… lots of websites! Web Apps / Mobile Development
- 4. Overview 1. Creating and managing your website 2. Getting people to see your website 3. Marketing your website 4. Engaging with your audience 5. Managing everything
- 5. 1. Creating Your Website Why do I need a website for my business? Point of Contact First Impression Available 24/7 Reach New Audiences Promoting your Business Although, It's actually better to have no website at all than to have one that makes your business look bad. Your site speaks volumes about your business.
- 6. 1. Creating Your Website What should the website do? Your website needs to give an idea of exactly what your business does Include business information (contact details, location, opening hours) Include FAQ’s Keep content fresh and updated Include an online shop?
- 7. What do I need? 1. Creating Your Website Domain Name Hosting Conduct Competitor Research Website Design and Development E-Commerce – Payment Gateway, Operations and Resources Content Management System Outsource Support and Maintenance
- 8. 1. Creating Your Website Domain Name: It should be your website name Generic or Brand Name Long or Short Com, co.uk, org, net Should you have more than 1
- 9. 1. Creating Your Website E-Commerce Sites – What else do you need? Shopping Cart Payment Gateway and Merchant Account Customer Support Good Hosting Order Fulfilment
- 10. 1. Creating Your Website HTML: The code used by web developers to tell internet browsers what they should be seeing. Javascript: A web programming language which allows the designer to embed programmes into a web page. Flash: Often used to embed animations or videos into web pages. DNS: The internet 'phone book' which translates what you type into your browser into binary IP addresses. URL: 'Uniform resource locator': essentially another way of saying 'domain name IP address: Your site's Internet Protocol address is the binary equivalent to the domain name.
- 11. 1. Creating your website You may choose to use a supplier/agency/designer to help create your site … so what do you provide in the brief? Features, technical constraints and preferences, software and functionality Include background information, timescales and expectations Invite companies to respond Consider Responses and Interview Ideally, get a techie to help you write it! Assess, Contract and Begin
- 12. 1. Creating your website . Why conduct competitor research? • Understanding the market • Forecasting the potential for the market • Understanding what competitors are offering • Keeping tabs on competitors' prices • Determining offerings in ancillary markets • Finding new customers and better targeting to customers
- 13. 1. Creating your Website (Examples)
- 14. 1. Creating your Website (Examples)
- 15. Checklist 1. Creating Your Website Register your domain name before you start If the domain name you want is taken, you can contact the owner Register more than one domain name for extra coverage Hire a designer/developer who has worked on similar projects Provide the designer with a clear brief of your requirements Keep your website updated and looking professional
- 16. Workshop – Create a Brief Create a brief to provide to an agency/ designer/ developer on the requirements for either an updated website or a new website for your business Include: Features that you require technical constraints and preferences Software and functionality background information Timescales Expectations and deliverables
- 17. 2. Getting people to see the website SEO is the process of improving the visibility of a web site or a web page in search engines using natural search results. SEO is: Creating a great, seamless user experience. Communicating to the search engines your intentions so they can recommend your website for relevant searches.
- 18. 2. Getting people to see your website Search engines want to do their jobs as best as possible by referring users to websites and content that is the most relevant to what the user is looking for. So how is relevancy determined? Content Site Performance Authority User Experience and Site Navigation
- 19. 2. Getting people to see your website Update your Meta Deta Create Backlinks How do I do this?
- 20. 2. Getting people to see your website Think about… What defines a conversion for you? What are your goals? Do you know your assets and liabilities? Focus on your Meta Data (title tags and meta descriptions)
- 21. 2. Getting people to see your website Google Analytics Google Analytics is a powerful tool to analyse traffic to your website Create a Google Analytics account Install - add your Google Analytics code into your website Set Webmaster Tools Measure and track site traffic
- 22. 2. Getting people to see your website
- 23. Checklist 2. Getting people to see your website Update Meta Data Gain Backlinks to your site (Directories, Press Releases, Blog Articles, Social Networking) Submit site to webmaster tools Get Google Analytics to measure and manage site analytics Regularly check site traffic, how people are getting to your site, what they are searching for and how can you improve on that
- 24. Consider a product that you sell, or a service that you offer and consider how you would like people to find you on Google. Workshop Create the SEO Data for your product or service in the following format including Keywords, and description
- 25. 3. Marketing your Website Write great content Blogging Pay Per Click and Search Engine Optimisation Email Marketing Word of Mouth (Forums, Comments) Press Releases Social Media
- 26. 3. Marketing your Website
- 27. 3. Marketing your website Blogging Comment on various blogs in your niche is a great way to build awareness for your site as well as build relationships with bloggers in your niche. Another great result from this is that generally if you are commenting on other peoples blogs, they’re more eager to check your blog out and comment on yours. Tell people about your new site – and keep them updated of any changes and new additions!
- 28. 3. Marketing your website Press Releases Build Links Opens up to a new audience Full of keywords and association to the business Local encouragement: In-Cumbria, Cumberland News, News and Star Boosts online visibility
- 29. 3. Marketing your website Choose where your ad can appear Decide on a budget Decide on content/ advert (Headline, Description) Pick keywords that can help your ad show in searches Monitor results, and change accordingly Decide on Landing Page Decide on ROI
- 30. Checklist 3. Marketing your website Write great content for your website Let others know by marketing Send your first email marketing campaign Issue a press release Share links to your social media profiles Write a blog post Start telling people that you are online
- 31. 4. Engaging with your audience Small business owners who haven't gotten started with social media might be overwhelmed, intimidated and confused by sites like Twitter, Facebook, Pinterest, Google+, YouTube when they consider what to do and what not to do when using these sites for business. Good news is, that it is easy to get started using social media and it can be fun and open up the possibility of new opportunities.
- 32. 4. Engaging with your audience Design every element of your profile to best reflect your business. Your name, bio, website and profile picture should all work together to tell your story. Over time, your Tweets will convey your own voice and style. Don’t be afraid to let your personality come through, or that of your employees Engage - The right content converts people into customers, and turns customers into advocates. Follow and Learn - But before you begin, it’s a good idea to follow and observe businesses similar to yours to see what they are doing well, and to learn from their mistakes. Promote your @username
- 33. 4. Engaging with your audience Good practice when using social media Sharing relevant content – consider what followers want to see Monitor Staff Profiles – Policies in place, restrictions Don’t join to many networks – time demanding Measure what works – see what you are doing right, and keep doing that Cross Promote – Tweet your pins, Facebook about your blog Don’t rush to speak, listen first!
- 34. 4. Engaging with your audience Facebook Setting up a business page on Facebook is very simple and something that every business owner can do no matter how un-tech savvy they are. Learning the lingo of Facebook Interact with other brands, businesses and organizations Engagement and interaction are the name of the game on Facebook Growth takes time and don’t get discouraged
- 35. 4. Engaging with your audience What is Twitter all about? It's a platform wherein users share their thoughts, news, information in 140 characters of text or less. Twitter makes global communication cheap and measurable. Profiles are (usually) public. Users "follow" each other in order to keep tabs on and converse with specific people. Your username, profile pic, header image and bio should also reflect who you are
- 36. 4. Engaging with your audience In short, Twitter is a relationship building and relationship maintenance tool; the most ob vious business use of Twitter is to meet potential customers and leads the same way you would at networking event or tradeshow. However, you can also use it to: 1) Develop and promote your brand 2) Interact with your customer base and track what people are saying 4) Create buzz around upcoming events 5) Help individual employees act as liaisons to the public 6) Promote other content you’ve created, including webinars, blog posts or podcasts 7) Develop direct relationships with bloggers and journalists for potential PR placement
- 37. 4. Engaging with your audience What can you gain from social media? Increased brand awareness and creditability Increased website traffic and website engagement Higher average order values More repeat business, increased loyalty Reach into new and existing markets Insight into customer opinions and opportunities More sales and increased profitability
- 38. 4. Engaging with your audience Checklist Pick one social media site to start – find out where your audience is, and go there! Create a social media time budget – limit your time to fit into your schedule Clarify your goals and objectives – What do you want to accomplish? Outline your approach - Will you be a communicator, present a mix of personal and business information? Complete your profile Sit back and watch – spend some time observing and learning the ins and outs before deciding how you will approach the social media site to promote your business
- 39. 5. Managing everything On paper, this whole checklist might seem like your business should run like clockwork. In reality, you will not get everything right the first time (no one ever does). You might be losing customers during checkout, your content might not be competitive enough to show up in search engines, your business value offering might be misdirected , and so on.. It is important to regularly analyse how your online business performs and look for areas of improvement.
- 40. 5. Managing everything Checklist: Regularly check analytics and monitor site traffic Keep content updated on site Keep Tweeting and sharing things online Let people know about your website Engage with your audience This will help you position your marketing efforts and improve on underperforming areas, while driving home your advantage in areas you are succeeding.
- 41. Hydrant Start Hydrant Start is a low cost solution for the ‘standard’ requirements we hear on many project enquiries. It also allows you to update text and images yourself to keep your site up to date without additional cost. We’ve listened to feedback from our clients and developed a tool that is simple to understand, extremely easy to use and charged as an ‘all inclusive’ easy to budget monthly cost. All products including above starts at £15 per month plus VAT
- 42. Hydrant Start Each site includes: Unlimited pages. A clean design that can be enhanced further if your budget allows Site performance overview, with visual graphs and charts. Self service content management system. Hosting with 1 mailbox (More can be purchased). Access to online knowledge base and ticketing system. 5GB Storage Technical Updates
- 43. Consider all the elements discussed today and plan the five steps of getting online for your business. Workshop 1. Do you have everything to create a website? – What do you need? 2. How are you going to get people to see your website? Think about Search Engines, keywords and listings 3. What marketing will you do? 4. How will Social Media help? In what ways? 5. How will you manage it all?
- 44. Hydrant Digital Agency based in Carlisle Web Design and Web Development, Online Marketing and Support @TeamHydrant 0845 862 1111 Mark Walton Rachel Murray
Notas del editor
- An Opportunity to introduce the workshop and allow participants to introduce themselves.Ask everyone to tell us about their business and what they are hoping to achieve out of today’s session?
- Mark and Myself are from Hydrant. Hydrant is a digital web agency based in the centre of Carlisle specialising in web development, web design and digital marketing. Throughout our experience in working with clients, including e-commerce businesses, large multi-national companies and also start-ups, we are sharing our knowledge and presenting online essentials for your business.
- Hydrant – What we doWeb DesignWeb DevelopmentOnline Marketing Search Engine OptimisationWeb Apps / Mobile DevelopmentHydrant – What do we makeMobile AppsLearning Management SystemsWeb ApplicationsAnd… lots of websites!
- We will go through various elements on getting your business setup online, and show you how to integrate it all to be successful online for your business.Having an online presence may seem like alot of work, but it provides a wealth of opportunity. It enables a new business to reach a specific, even worldwide marketplace with a minimal outlay.1. Creating and managing your website 2. Getting people to see your website 3. Marketing your website 4. Engaging with your audience5. Managing everything
- While having a website may seem like an unnecessary cost if you're not a prolific internet user yourself, a recent survey showed around 70% of the UK's population now has access to an internet connection - that's a big business opportunity you'll be missing out on if you don't have a web presence. Even if your business' website lists little more than your address and opening hours, maintaining a web presence could give you the edge over more technophobic competitors.Why do I need a website for my business?Point of Contact - customers, potential employees, business partners and perhaps even investors can quickly and easily find out more about your business and the products or services you have to offer.First Impression - - many consumers now search for information online prior to making a purchase at a brick-and-mortar storeAvailable 24/7 to reach new audiences and have a wider availability Reach new audiences online Provides an opportunity to promote your businessAlthough, It's actually better to have no website at all than to have one that makes your business look bad. Your site speaks volumes about your business.
- What should the website do?Your website needs to give an idea of exactly what your business doesInclude business information (contact details, location, opening hours)Include FAQ’sKeep content fresh and updatedInclude an online shop?
- Research - In the beginning, the best way for your site to be its best is to research your competitors and learn what they are doing right, and even more important, what they are doing wrong. The more research you do the better it can help you build the perfect site that fulfills your needs.Get a Domain Name - A domain name is the web address to where your website will be found. Example: www.yournamehere.com. “.co.uk” is the most popular. Get a Website Host - Now that you have a domain name, you need a host. A host is where your site files will be stored online on servers that are available 24 hours a day.Many host are the same. But what you should pay attention too is storage space, bandwidth, features that allow you to auto-install.Website Design - Your website is making yourself or business available to the world, 24 hours a day. If you don’t have an online presence, you have no idea what opportunities you could be missing out on.E-Commerce – if you are running an e-commerce website and want to start selling online – you will require a few other things including payment gateway, merchant account, and of course ensuring you have the operations and resources to ensure you are able to sell online.Content Management System – a major requirement that website should feature is a content management system – as it is important that you have the ability and permissions to change your site content at any timeThis may be sounding like a lot of requirements. And you may not have the technical capabilities to get all this sorted .Dont forget that you can outsource for these services – get someone to help with the website, start-up help, website design or website development etc.Support and Maintence– you may think once you have created your website and set it up. That’s it. However, your site may require support and maintence – down time, patching and keeping it up to date.
- Domain Name:It should be your website nameGeneric or Brand Name?Long or Short?Com, co.uk, org, net ?More than 1?
- E-Commerce Sites – What else do you need?Shopping CartPayment Gateway and Merchant AccountCustomer SupportGood HostingOrder Fulfilment
- Common Jargon:HTML: Hyper-text markup language. The code used by web developers to tell internet browsers what they should be seeing.Javascript: A type of web programming language which allows the designer to embed programmes into a web page.Flash: Another programming language, often used to embed animations or videos into web pages.DNS: 'Domain name system': the internet 'phone book' which translates what you type into your browser into binary IP addresses.URL: 'Uniform resource locator': essentially another way of saying 'domain name', it's your website's unique 'address' on the internet.IP address: Your site's Internet Protocol address is the binary equivalent to the domain name. The DNS server converts the words and slashes in your domain name to binary code, which your computer can read.
- OUTSOURCINGYou may choose to use a supplier/agency/designer to help create your site … so what do you provide in the brief?Features, technical constraints and preferences, software and functionalityInclude background information, timescales and expectationsIdeally, get a techie to help you write it!
- By investing even a small amount of time, businesses of any size can develop a framework for making competitive assessments, gather intelligence on business rivals, and understand how to position their own brand, products, and company in the marketplace. Not only can you learn best practices from competitors, but you can also learn to avoid the mistakes they make.Why conduct competitor research?Understanding the market. Forecasting the potential for the market.Understanding what competitors are offering.Keeping tabs on competitors' prices.Determining offerings in ancillary markets.Finding new customers and better targeting to customers.
- Some examples!Birds Bistro – Ecommerce site – explain how different. Mobile Site also because they want to capture customers using mobile devices.
- More Examples
- ChecklistRegister your domain name before you startIf the domain name you want is taken, you can contact the ownerRegister more than one domain name for extra coverageHire a designer/developer who has worked on similar projectsProvide the designer with a clear brief of your requirementsKeep your website updated and looking professional
- Create a brief to provide to an agency/ designer/ developer on the requirements for either an updated website or a new website for your businessInclude:Features that you requiretechnical constraints and preferencesSoftware and functionalitybackground informationTimescalesExpectations and deliverables
- You distinguish yourself from the sea of competitors by creating great content. Creating high quality, highly relevant, engaging and SEO enhanced content is arguably the most important marketing exercise you can undertake. It takes a while for your content to be indexed by Google, but once it is the effects are cumulative (the more content you add, the more traffic you generate) and persistent (unlike online advertising, which offers no long term benefits).SEO is the process of improving the visibility of a web site or a web page in search engines using natural search results.SEO is:Creating a great, seamless user experience.Communicating to the search engines your intentions so they can recommend your website for relevant searches.
- Search engines want to do their jobs as best as possible by referring users to websites and content that is the most relevant to what the user is looking for. So how is relevancy determined?ContentSite PerformanceAuthorityUser Experience and Site Navigation
- Update your Meta Deta - Meta Tags are text that are not visible to your website’s visitors but provide important information to search engine crawlers e.g. GoogleBacklinks are links that point to your website – boosts authencity of your website
- Your content on your site should have title tags and meta descriptions.Meta keywords are pretty much ignored by search engines nowadays, but if you still use them, make sure it talks specifically to that page and that it is also formatted correctly. Your meta description should be unique and also speak to that specific page. Duplicate meta descriptions from page to page will not get you anywhere.Title tags should also be unique! Think your title as a 4-8 word ad, so do your best to entice the reader so they want to click and read more.Think about…What defines a conversion for you?What are your goals?Do you know your assets and liabilities?Focus on your Meta Data (title tags and meta descriptions)
- Google AnalyticsGoogle Analytics is a powerful tool to analyse traffic to your websiteCreate a Google Analytics account Install - add your Google Analytics code into your websiteSet Webmaster ToolsMeasure and track site traffic
- Update your Meta Deta - Meta Tags are text that are not visible to your website’s visitors but provide important information to search engine crawlers e.g. GoogleBacklinks are links that point to your website – boosts authencity of your websiteChecklistUpdate Meta DataGain Backlinks to your site (Directories, Press Releases, Blog Articles, Social Networking)Submit site to webmaster toolsGet Google Analytics to measure and manage site analyticsRegularly check site traffic, how people are getting to your site, what they are searching for and how can you improve on that
- Consider a product that you sell, or a service that you offer and consider how you would like people to find you on Google.Create the SEO Data for your product or service in the following format including Keywords, and description
- Write great content Blogging - Offering free, original content on your site can help bring new visitors and set you apart from the competitionPay Per Click - Here’s how it works: you pay a fixed price for every click your ad gets in the search engine, and your ultimate goal of the click is to convert that user in order to see a return on investment. Email Marketing - Give people a compelling reasons to subscribe (contests, great content, insider information, etc.) and then continually send great content so they don’t unsubscribe.Word of Mouth (Forums, Comments) - Focus on building connections with your fans and followers in order to gain positive reviews and word of mouth recommendations. Press ReleasesSocial Media
- Google AdWords (those sponsored links that appear alongside search results and web content) can be one of the most cost-effective ways to advertise on the web. Your ads are highly targeted based on keywords, and you don’t pay for anything unless they are clicked.Choose where your ad can appearDecide on a budgetDecide on content/ advert (Headline, Description)Pick keywords that can help your ad show in searchesMonitor results, and change accordinglyDecide on Landing Page Decide on ROI
- ChecklistWrite great content for your websiteLet others know by marketingSend your first email marketing campaignIssue a press releaseShare links to your social media profilesWrite a blog postStart telling people that you are online
- Small business owners who haven't gotten started with social media might be overwhelmed, intimidated and confused by sites like Twitter, Facebook, Pinterest, Google+, YouTube when they consider what to do and what not to do when using these sites for business. Good news is, that it is easy to get started using social media and it can be fun and open up the possibility of new opportunities.
- Design every element of your profile to best reflect your business. Your name, bio, website and profile picture should all work together to tell your story.Over time, your Tweets will convey your own voice and style. Don’t be afraid to let your personality come through, or that of your employeesEngage - The right content converts people into customers, and turns customers into advocates.Follow and Learn - But before you begin, it’s a good idea to follow and observe businesses similar to yours to see what they are doing well, and to learn from their mistakes.Promote your @username
- Good practice when using social mediaSharing relevant content – consider what followers want to seeMonitor Staff Profiles – Policies in place, restrictionsDon’t join to many networks – time demandingMeasure what works – see what you are doing right, and keep doing thatCross Promote – Tweet your pins, Facebook about your blogDon’t rush to speak, listen first!
- FacebookSetting up a business page on Facebook is very simple and something that every business owner can do no matter how un-tech savvy they are.Learning the lingo of Facebook is usually a non-issue since it’s become so much apart of our everyday vocabulary and pop cultureInteract with other brands, businesses and organizations in your field to start building your Facebook network.Engagement and interaction are the name of the game on Facebook and going big and bold visually will make your business stand out and encourage likes, comments and shares.Growth takes time and don’t get discouraged if you don’t have 10,000 fans in a day, focus on the engagement and putting up quality pictures, links and content on a regular basis to improve your page.
- What is Twitter all about?It's a platform wherein users share their thoughts, news, information and jokes in 140 characters of text or less. Twitter makes global communication cheap and measurable. Profiles are (usually) public. Users "follow" each other in order to keep tabs on and converse with specific people.Your username, profile pic, header image and bio should also reflect who you are
- In short, Twitter is a relationship building and relationship maintenance tool; the most obvious business use of Twitter is to meet potential customers and leads the same way you would at networking event or tradeshow. However, you can also use it to: 1) Develop and promote your brand 2) Interact with your customer base and track what people are saying4) Create buzz around upcoming events 5) Help individual employees act as liaisons to the public 6) Promote other content you’ve created, including webinars, blog posts or podcasts 7) Develop direct relationships with bloggers and journalists for potential PR placement
- What can you gain from social media?Increased brand awareness and creditabilityIncreased website traffic and website engagementHigher average order valuesMore repeat business, increased loyaltyReach into new and existing marketsInsight into customer opinions and opportunitiesMore sales and increased profitability
- Pick One Social Media Site to StartMost small businesses that are active in social media participate on more than one site, but trying to do too much too fast can not only be overwhelming but it can also prevent you from learning how to effectively use each site. Choose one site to start with and focus your attention there first before moving onto others.Create a Social Media Time BudgetYou could easily spend hours each day getting up to speed on the popular social media sites. While that may be a good way to learn the ropes, you probably don't have the time, energy or interest in putting so much of your time into social media. Instead, create a time budget that limits your social media time to a daily or weekly total that you can fit into your schedule fairly easily.Clarify Your Social Media Goals and ObjectivesOnce you know how much time you will be spending on social media sites, you will need to make sure you are clear on your goals. What do you want to accomplish with social media? Are you interested in generating leads, finding colleagues to collaborate with, establishing yourself as an expert in your industry?Outline your approachThere are hundreds of different ways to use social media sites for business, and one way is not necessarily better than another. The key is knowing what your intended approach is before you start. Will you be a communicator, provide an industry-related news feed, present a mix of business and personal information? Outline your intended approach and work it into your goals as you get started.Complete Your Social Media Profiles ... ConsistentlyEach of your social media accounts will include some kind of profile. Profile fields may include a bio, websites, blogs, location and a headshot. Be sure to completely fill out your profile on any social media sites you use.Lurk and ObserveSometimes, the best way to get started on a new social media site is by signing up and then watching the pros, or at least the people who have been using the site for a while.
- On paper, this whole checklist might seem like your business should run like clockwork. In reality, you will not get everything right the first time (no one ever does). You might be losing customers during checkout, your content might not be competitive enough to show up in search engines, your business value offering might be misdirected , and so on..It is important to regularly analyse how your online business performs and look for areas of improvement.
- Checklist:Regularly check analytics and monitor site trafficKeep content updated on siteKeep Tweeting and sharing things onlineLet people know about your websiteEngage with your audienceThis will help you position your marketing efforts and improve on under-performing areas, while driving home your advantage in areas you are succeeding.
- Mark and Myself are from Hydrant. Hydrant is a digital web agency based in the centre of Carlisle specialising in web development, web design and digital marketing. Throughout our experience in working with clients, including e-commerce businesses, large multi-national companies and also start-ups, we are sharing our knowledge and presenting online essentials for your business.