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Managing your business onlineLearn to say “why would I do that?” and mean it.
Digital Ready
To improve Tasmanian small business operators’ participation in the digital economy by providing targeted knowledge, skills and advice through mechanisms including forming business communities of interest, a business e-kit and appropriate coaching.
Learn to say
“why would I do that?”and mean it.
PROJECT
DATE ACCOUNT TODAY OLIVER GEORGE
IONATA WEB SOLUTIONSDO BUSINESS ONLINE
Themes for tonight
Online marketing
Search engine optimization
Web content
Customer relationship management
Business process
Plan of attack
Talk about some key concepts
Examples and discussion
Round up
Key take aways
✓ Work out what matters
✓ Make it measurable
✓ Keep it real, but do it online
✓ Remembering things is not a process
A tool to help usWorking out what really matters
YOUTUBE VIDEO TIME!HTTP://WWW.YOUTUBE.COM/WATCH?V=QOAOZMTLP5S
Business model canvas...
Key themesask yourself “why would I do that?”
Why would I do online marketing?Because you see a market opportunity online
Because it’s where your customers are
Because it’s quicker and cheaper
Because you can do better targeting
Because it’s more measurable and accountable
Because things can “go viral”
Bad answer #1: because it doesn’t take much time or effort to do online marketing.
Bad answer #2: because I should do online what I do offline.
Why would I do search engine optimisation?You think being on the first page of google search results for a term will generate you business.
You think you are a credible relevant choice to be on the first page.
You’re willing to do work to prove it.
Bad answer: because it’s cheap to get someone to do it for me.
Why would I publish web content?You have something to contribute which is interesting and relevant to your market
To inform your customers
So potential customers see signs of life
To communicate your brand and build awareness
To improve your search ranking on specific search terms
Bad answer: I can’t afford to do a website because it’s so expensive to get set up.
Customer relationship management involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support.http://en.wikipedia.org/wiki/Customer_relationship_management
Customer relationship management... why?Save time, save money and provide a better service for your customers.
Make things easier and more cost-effective
Improving customer enquiry response times
Resolving double-handling issues
Removing repetitive manual processes
Bad answer: I’m fine just using my email inbox and a few sticky notes in my diary.
Why should I setup online business processes?To allow customers to self serve
Allow customers to do business outside your operating hours
Because your customers expect it
Because it’s where your customers like to do business
Bad answer: I don’t think my customers go online much.
Work out what mattersby asking yourself “why would I do that?”
Everything you do should reflect your brand
engage - buy - use - share - complete
You should be focused on the touch points through your customer journey.
Examplesask yourself “why are they doing that?”
EXAMPLE: DAVID PARUMS DESIGNSELLING DAMASCUS STEEL WEDDING BANDS FOR MEN ONLINE.
Checklist✓ On brand✓ Testimonial helps sales✓ Customer’s friends can
talk about the ring
Make it measurableIf it’s online, it’s measurable.
Everything you do should be measurable!
EXAMPLE: OVERLAND TRACK PHOTOGRAPHY TOURSLEARN TO TAKE AMAZING PHOTOS ON A GUIDED WALK
Topic “Why would I do that?”
Online marketing
Search engine optimization
Web content
Customer relationship management
Business process
Keep it real, but do it online!
EXAMPLE: GROUP EXERCISESHTTP://WWW.BUSINESSMODELGENERATION.COM/CANVAS
Topic “Why would I do that?”
Online marketing
Search engine optimization
Web content
Customer relationship management
Business process
Remembering things, emails, sticky notes... none of that counts as process.
Questions & ideas
Key take aways
✓ Work out what matters
✓ Make it measurable
✓ Keep it real, but do it online!
✓ Emails and sticky notes = fail
Thank youGo do business online!
